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Digital marketing best practices 2013 in higher ed

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Digital marketing best practices 2013 in higher ed

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Digital marketing best practices 2013 in higher ed

  1. 1. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 1 Philippe Taza DIGITAL ANALYST Higher Education Marketing ptaza@higher-education-marketing.com Digital Marketing Best Practices 2013 in Higher Ed FOR LEAD GENERATION & RECRUITMENT
  2. 2. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 2 BEST PRACTICE FOR CONTINUOUS IMPROVEMENT
  3. 3. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 3  Mobile Websites  Responsive Web Design  User/Goal-Driven Design BRANDING & WEBSITE DESIGN
  4. 4. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 4  Web traffic via mobile phones doubled from 4.6% in 2011 to 9.3% in 2012 MOBILE WEBSITES
  5. 5. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 5 RESPONSIVE WEBSITES
  6. 6. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 6 USER/GOAL-DRIVEN WEBSITE DESIGN
  7. 7. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 7  The SEO Iceberg  On-Page SEO  Off-Page SEO - link building  SEO Tools  International SEO SEARCH ENGINE OPTIMIZATION
  8. 8. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 8 THE SEO ICEBERG
  9. 9. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 9 ON-PAGE SEO 1. Search friendly url 2. H1 & H2 tags 3. Optimized Copy 4. Image Tags 5. Keyword strategies 6. User led copy 7. Videos 8. Go the extra mile Source: www.searchenginepeople.com
  10. 10. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 10 OFF-PAGE SEO – link building Examples 1. stanford.edu 2. chronicle.com 3. wordpress.org 4. livejournal.com/ schools/ 5. facebook.com
  11. 11. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 11 POPULAR SEO TOOLS Tools $ Functions Paid Competitive Keyword rankings, technical diagnostic of domain, Link Analysis Paid Link Analysis Paid Competitive Keyword rankings, Social Signals, YouTube Rankings by Keyword Free Technical diagnostic of domain, Impression data by keyword and pages, Setup settings of your domain Free Similar to GWT but for Bing
  12. 12. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 12 INTERNATIONAL SEO
  13. 13. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 13 INTERNATIONAL SEO: RESULTS VARY
  14. 14. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 14  Content Strategy  The 3 Dimensions of Content Marketing  Align Content Marketing with Brand  Social Media Baseline  Leveraging Social Content  Social Content ROI  Google Authorship SOCIAL CONTENT
  15. 15. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 15 CONTENT STRATEGY
  16. 16. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 16 THE 3 DIMENSIONS OF CONTENT MARKETING
  17. 17. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 17 ALIGN CONTENT MARKETING WITH BRAND STRATEGY 1. Identify what your organization wants to say and how it wants to be perceived 2. Align all messaging with organization wide messaging 3. Determine what content is appropriate for users or what is not 4. Align messaging across all channels 5. Know your important keywords
  18. 18. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 18 SOCIAL MEDIA BASELINE PLATFORM CONTENT STRATEGY SHARING FREQUENCY News, Success Stories, Events, ETC. 2-3 a week Best of all content shared everywhere Once a day News about the college and the community 4 times a day Video capsules Once a month Business-related news and job postings Twice a week
  19. 19. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 19 LEVERAGING SOCIAL CONTENT
  20. 20. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 20 SOCIAL CONTENT ROI
  21. 21. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 21 GOOGLE AUTHORSHIP https://plus.google.com/authorship
  22. 22. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 22  AdWords Account Architecture  Aligning the Scent Trail  Important AdWords Features  Mobile PPC Campaigns PAY PER CLICK MARKETING
  23. 23. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 23 ADWORDS ACCOUNT ARCHITECTURE
  24. 24. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 24 ALIGNING THE SCENT TRAIL IN PPC
  25. 25. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 25 IMPORTANT ADWORDS FEATURES  Location Extensions: Google Places  Site links Extensions: Link to Program/Faculty Pages  Social Extensions: Link to G+ Page  Call Extensions: Essential for Mobile PPC
  26. 26. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 26 MOBILE PPC CAMPAIGNS  Need high ad position  Use ad extensions  Use mobile landing pages
  27. 27. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 27  Website Goals  Web Analytics Highlights  Online Application Funnel  Track Online & Offline Channels  Assisted vs. Last Interaction Conversions  Top Conversion Paths ANALYTICS - DRIVEN MARKETING
  28. 28. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 28 WEBSITE GOALS: CALLS TO ACTION
  29. 29. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 29 WEB ANALYTICS HIGHLIGHTS  Year over Year Traffic is flat  Info Sessions are down 10% Year over Year  Register Now are up 108% Month over Month
  30. 30. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 30 ONLINE APPLICATION FUNNEL
  31. 31. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 31 TRACK ONLINE & OFFLINE CHANNELS
  32. 32. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 32 ASSISTED VS LAST INTERACTION CONVERSIONS
  33. 33. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 33 TOP CONVERSION PATHS
  34. 34. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 34  Use GA to Prioritize Optimization  Landing Page Optimization  A/B Testing  Conversion Rate Optimization LEAD GENERATION OPTIMIZATION
  35. 35. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 35 USE GOOGLE ANALYTICS TO PRIORITIZE OPTIMIZATION
  36. 36. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 36 LANDING PAGE OPTIMIZATION 1. Unique selling proposition 2. Benefits 3. Hero shot 4. Context of use 5. Request for data 6. Backup or safety net call to action (CTA) 7. The main CTA
  37. 37. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 37 A/B TESTING
  38. 38. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 38 CONVERSION RATE OPTIMIZATION (% of Company Respondents, Nov 2012)
  39. 39. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 39  The future is mobile  Business goals >website goals >analytics goals  You must do SEO  Content lays at the center of all your online initiatives  Use analytics to drive continuous improvement  Optimize your lead gen across all channels CONCLUSIONS
  40. 40. Digital Marketing Best Practices for Higher Ed 2013 FOR LEAD GENERATION AND RECRUITMENT Slide 40 Philippe Taza Tel: 514-312-3968 ext:104 ptaza@higher-education-marketing.com www.higher-education-marketing.com http://www.linkedin.com/company/higher-education-marketing https://twitter.com/EduWebMarketing http://www.facebook.com/higher.ed.marketing https://pinterest.com/EduWebMarketing/ CONNECT WITH HEM

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