This document outlines a presentation given at the Eaquals International Conference in Lisbon from April 21-23, 2016 on digital marketing self-assessment. The presentation covered identifying target audiences, using analytics tools like Google Analytics to measure results, researching SEO keywords, leveraging multi-language content, using social media and analytics, implementing paid search campaigns, optimizing for mobile, generating inquiries, and recommendations.

1. Eaquals International Conference, Lisbon, 21 – 23 April 2016
Digital Marketing Self-Assessment
Presented by Philippe Taza
Higher Education Marketing
www.eaquals.org

2. Agenda
• Identifying target audiences
• Using Google Analytics to track and measure results
• Researching and identifying relevant SEO keywords
• Leveraging multi-language content
• Social media suggestions and analytics
• Using Pay-per-Click (PPC) to generate quality leads
• Are you ready for the mobile generation
• Generating inquiries and following up
Eaquals International Conference, Lisbon, 21 – 23 April 2016

3. Target audiences and goals
Eaquals International Conference, Lisbon, 21 – 23 April 2016

4. Develop personas
Eaquals International Conference, Lisbon, 21 – 23 April 2016

5. Eaquals International Conference, Lisbon, 21 – 23 April 2016

6. Setup your website goals
Eaquals International Conference, Lisbon, 21 – 23 April 2016

7. The Channels report under Acquisition, gives you macro level insights
into the various channels you are using to attract traffic to your website.
The channels report
Eaquals International Conference, Lisbon, 21 – 23 April 2016

8. • Organic: SEO Traffic from search engines
• Email: links in email campaigns
• Direct: users enter the URL directly in the
browser
• Referral: traffic from other sites yours is linked
on
• Social: Facebook, Twitter, LinkedIn, etc.
• Paid Search: Google AdWords, Bing ads, etc.
What are the main channels?
Eaquals International Conference, Lisbon, 21 – 23 April 2016

9. Benchmark your current marketing
activity and results
Eaquals International Conference, Lisbon, 21 – 23 April 2016

10. Month over Month Website Goals
Eaquals International Conference, Lisbon, 21 – 23 April 2016

11. Eaquals International Conference, Lisbon, 21 – 23 April 2016

12. • Measure your Organic Search Traffic
• Identify new international keywords
• Use the correct information architecture
• Use international targeting
in Webmaster tools
• Translate and optimize
Start with SEO
Eaquals International Conference, Lisbon, 21 – 23 April 2016

13. Year over Year SEO Traffic
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Year over year comparison is very useful to measure the health of your
SEO Traffic and conversions from that channel

14. Keyword Research
https://www.google.com/adwords
Eaquals International Conference, Lisbon, 21 – 23 April 2016

15. International Targeting - Language
https://www.google.com/webmasters
<link rel=”alternate” href=”http://ca.example.com” hreflang=”en-ca” /> English in Canada
<link rel=”alternate” href=”http://it.example.com/” hreflang=”it-it” /> Italian in Italy
<link rel=”alternate” href=”http://mx.example.com/” hreflang=”es-mx” /> Spanish in Mexico
Eaquals International Conference, Lisbon, 21 – 23 April 2016

16. International Targeting - Country
https://www.google.com/webmasters
Set in Webmaster Tools 1 profile and Country Target per Subdomain:
http://ca.example.com/ Target Canada
http://it.example.com/ Target Italy
http://mx.example.com/ Target Mexico
Eaquals International Conference, Lisbon, 21 – 23 April 2016

17. Evaluate your Organic Search
Queries
https://www.google.com/webmasters
Eaquals International Conference, Lisbon, 21 – 23 April 2016

18. Understand your keyword
rankings by country
https://www.google.com/webmasters
Eaquals International Conference, Lisbon, 21 – 23 April 2016

19. Plan for search globally, target
locally
For country specific data:
http://ptgmedia.pearsoncmg.com/images/9780789747884/supplements/9780789747884_appC.pdf
Eaquals International Conference, Lisbon, 21 – 23 April 2016

20. Eaquals International Conference, Lisbon, 21 – 23 April 2016

21. Develop Multi-language Content
Eaquals International Conference, Lisbon, 21 – 23 April 2016

22. Use the correct architecture when
developing multi-language content
This website uses the subdomain approach to separate the multi-
language content
Eaquals International Conference, Lisbon, 21 – 23 April 2016

23. Use the correct architecture when
developing multi-language content
This website uses the top level domain - TLD approach to separate the
multi-language content
Eaquals International Conference, Lisbon, 21 – 23 April 2016

24. Develop Content for Target
Countries
Eaquals International Conference, Lisbon, 21 – 23 April 2016

25. Use Video Testimonials to Engage
Prospects
Eaquals International Conference, Lisbon, 21 – 23 April 2016

26. Eaquals International Conference, Lisbon, 21 – 23 April 2016

27. Articulate Your School’s Social
Media Goals
Eaquals International Conference, Lisbon, 21 – 23 April 2016

28. Audience targeted news
Eaquals International Conference, Lisbon, 21 – 23 April 2016

29. Student testimonials
Eaquals International Conference, Lisbon, 21 – 23 April 2016

30. Contest and quizzes
Eaquals International Conference, Lisbon, 21 – 23 April 2016

31. Social activity directed to your
website
Eaquals International Conference, Lisbon, 21 – 23 April 2016

32. Facebook demographic and
location stats
Eaquals International Conference, Lisbon, 21 – 23 April 2016

33. Facebook post reach and
engagement
Eaquals International Conference, Lisbon, 21 – 23 April 2016

34. YouTube traffic sources report
Eaquals International Conference, Lisbon, 21 – 23 April 2016

35. YouTube search report
Eaquals International Conference, Lisbon, 21 – 23 April 2016

36. YouTube demographic insights
Eaquals International Conference, Lisbon, 21 – 23 April 2016

37. Eaquals International Conference, Lisbon, 21 – 23 April 2016

38. Why paid Search?
Eaquals International Conference, Lisbon, 21 – 23 April 2016

39. Set your Country Targeting in
Google AdWords
Eaquals International Conference, Lisbon, 21 – 23 April 2016

40. Set your Languages in Google
AdWords
Eaquals International Conference, Lisbon, 21 – 23 April 2016

41. Use responsive landing pages
for your campaigns
Eaquals International Conference, Lisbon, 21 – 23 April 2016

42. Consider localizing your
Google AdWords campaigns
Eaquals International Conference, Lisbon, 21 – 23 April 2016

43. Use Adwords Day Parts
• Be smart about setting your
account’s time zone.
• Target your ads when they
are the most effective.
Eaquals International Conference, Lisbon, 21 – 23 April 2016

44. Slide 44
Google AdWords mobile
conversions
• Be sure to segment your AdWords activity by device or you may have
some surprises!
• Adjust the mobile and tablets bids based on performance and goals
Eaquals International Conference, Lisbon, 21 – 23 April 2016

45. Is your site mobile friendly?
Eaquals International Conference, Lisbon, 21 – 23 April 2016

46. Find out here
• www.google.com/webmasters/tools/
mobile-friendly
Eaquals International Conference, Lisbon, 21 – 23 April 2016
http://searchengineland.com/library/google/google-mobile-friendly-update

47. Why mobile?
• 31% mobile traffic
• 25% of website goals
Eaquals International Conference, Lisbon, 21 – 23 April 2016

48. What’s your Mobile traffic like by
country
Eaquals International Conference, Lisbon, 21 – 23 April 2016

49. Eaquals International Conference, Lisbon, 21 – 23 April 2016

50. Make use of calls to actions on
your website
Eaquals International Conference, Lisbon, 21 – 23 April 2016

51. Make multi-language advisors
available
Eaquals International Conference, Lisbon, 21 – 23 April 2016

52. Use Online Chat to Talk with
Prospects
Eaquals International Conference, Lisbon, 21 – 23 April 2016

53. Offer Skype Sessions
Eaquals International Conference, Lisbon, 21 – 23 April 2016

54. Do you have a CRM system to
manage your potential student
inquiries?
Eaquals International Conference, Lisbon, 21 – 23 April 2016

55. Priorities and recommendations for
your International digital marketing
• Identify Benchmarks, set new Goals
• Invest in SEO
• Develop content aimed at international students
• Use international PPC lead gen campaigns
• Get mobile NOW!
• Follow up with your leads!
Eaquals International Conference, Lisbon, 21 – 23 April 2016

56. I’m easy to reach:
Philippe Taza
Tel: 514-312-3968 ext:104
ptaza@higher-education-marketing.com
www.higher-education-marketing.com
https://twitter.com/PhilippeTaza
Have questions about International
Recruitment?
Eaquals International Conference, Lisbon, 21 – 23 April 2016