Student recruitment for the mobile generation webinar
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Here is an introduction to student recruitment strategy, tactics and ROI analysis to reach the mobile prospective student.
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Student recruitment for the mobile generation webinar
- 1. Student Recruitment for the Mobile Generation Slide 1 Philippe Taza CEO Higher Education Marketing ptaza@higher-education-marketing.com Student Recruitment for the Mobile Generation Thursday October 8th 2014
- 2. Student Recruitment for the Mobile Generation Today’s Presentation • Why mobile marketing? • Website formats • Mobile visitors behavior • Design, functionality and content for mobile recruitment • Mobile tools/applications used • Mobile SEO • Mobile PPC • Mobile SMM – Facebook • Mobile Analytics used throughout the webinar
- 3. Student Recruitment for the Mobile Generation Context for today’s presentation • We assume that all of you know how to measure conversions on your website using Google Analytics. If you are not sure, contact us we will help you • Typical conversions: request information, apply now, chat with an advisor, etc. • Most conversions in student recruitment happen on the school’s main website, microsite or landing pages
- 4. Student Recruitment for the Mobile Generation https://www.youtube.com/watch?v=FSS8v8eH9GA Why mobile marketing? Google Education search analysis: Q2 review
- 5. Student Recruitment for the Mobile Generation Why mobile marketing? • 22% mobile traffic • 25% of website goals
- 6. Student Recruitment for the Mobile Generation Website formats used today http://www.nonlinearcreations.com/Digital/how-we-think/articles/2014/04/Higher-education-and-mobile-strategy.aspx
- 7. Student Recruitment for the Mobile Generation Three mobile website formats DEDICATED RESPONSIVE AND APPS
- 8. Student Recruitment for the Mobile Generation Mobile visitors behavior http://www.slideshare.net/AaronLindsay11/google-mobile-search-report
- 9. Student Recruitment for the Mobile Generation Design for mobile recruitment • Lead with primary content • Vertical navigation vs horizontal • Minimal graphics, minimal footers • Fewer in-page links • Breadcrumbs are rare
- 10. Student Recruitment for the Mobile Generation Functionality for mobile recruitment • Include geo-location specific features & functions • Integration with phone functions • Enlarged interface elements for “fat finger” problem
- 11. Student Recruitment for the Mobile Generation Content for mobile recruitment • Different goals from desktop • Simplified, reduced content and message • Emphasize location • Emphasize contact • Emphasize action
- 12. Student Recruitment for the Mobile Generation • Google Analytics • Google AdWords • Google Webmaster Tools • Gshift Labs • Facebook Reports Mobile tools/platforms used
- 13. Student Recruitment for the Mobile Generation How do mobile users perform by channel? • In this example, Paid Search is converting at a higher rate than other channels on mobile devices • BUT, Organic Search represents nearly 60% of sessions and Goals
- 14. Student Recruitment for the Mobile Generation Mobile SEO ABC’S • Mobile Friendly Pages are a must • Think Local Search • Include GEO elements in Page Titles, Headings and Content • Don’t forget to optimize your Google My Business page • Mobile SEO Rankings are often different than on Desktops
- 15. Student Recruitment for the Mobile Generation Mobile SEO rankings • Google will try to result the most relevant page based on location and device • Google.ca is a blended result from all devices and locations • Vancouver mobile is specific to that combination
- 16. Student Recruitment for the Mobile Generation Google Webmasters mobile search queries
- 17. Student Recruitment for the Mobile Generation Google Webmasters mobile search queries
- 18. Student Recruitment for the Mobile Generation Comparing PPC performance by device type • 20% of sessions - rapidly growing segment • Spends less time on site • Great conversion rates • Cost per conversion usually very attractive
- 19. Student Recruitment for the Mobile Generation Slide 19 • Fewer ad positions available • Use mobile bid adjustments • Use ad extensions • Use mobile landing pages Google AdWords for mobile
- 20. Student Recruitment for the Mobile Generation Slide 20 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
- 21. Student Recruitment for the Mobile Generation How is mobile PPC different? PHONE CALLS!!!!
- 22. Student Recruitment for the Mobile Generation Slide 22 Google AdWords mobile clicks to calls Enabling call extensions within your campaigns will help you generate more phone calls
- 23. Student Recruitment for the Mobile Generation Facebook audiences
- 24. Student Recruitment for the Mobile Generation Facebook ads • Choose the correct ad type based on your campaign goals • Tracking the results could be tricky!
- 25. Student Recruitment for the Mobile Generation Facebook ads • 4 types of placements for your ads • Mobile has a lower cpc • Use caution when monitoring actions
- 26. Student Recruitment for the Mobile Generation Tracking your Facebook Campaign results
- 27. Student Recruitment for the Mobile Generation Mobile campaign on Facebook https://developers.facebook.com/docs/facebook-login/overview/v2.0
- 28. Student Recruitment for the Mobile Generation Facebook ads conversion rates • We notice discrepancies between tracking technologies • Facebook PPC on Mobile does better in Google Analytics but not in Facebook Reports
- 29. Student Recruitment for the Mobile Generation International student recruitment • Of international students seeking a US school - 91 % use a PC - 56 % use a smartphone - 26 % use a tablet
- 30. Student Recruitment for the Mobile Generation Conclusions • Your prospects live in the mobile world and you need to meet them there • Best practices for mobile site content, design, and functionality are unique from desktop • Mobile SEO has its own rules • Mobile PPC produces good cost per lead • Use analytics to learn about mobile recruitment and maximize your ROI • GET A MOBILE/RESPONSIVE WEBSITE!
- 31. Student Recruitment for the Mobile Generation Slide 31 Improve your International Student Recruitment with Digital Marketing Thursday November 13th, 2014 1:30PM- 2:00PM EST Upcoming webinar
- 32. Student Recruitment for the Mobile Generation Philippe Taza Tel: 514-312-3968 ext:104 ptaza@higher-education-marketing.com www.higher-education-marketing.com https://twitter.com/PhilippeTaza Contact us
Editor's Notes
- In Google’s recent 2014 Q2 Education Search Report, it was reported that for the first quarter since 2012 that the total higher education search market has shrunk by 1% in Q2, year over year. Conversely mobile-based education queries have increased by 23%.
- Emphasize the opportunity –a very large percentage of sites are still not mobile friendly therefore not effective in mobile marketing http://www.nonlinearcreations.com/Digital/how-we-think/articles/2014/04/Higher-education-and-mobile-strategy.aspx April 8 2014
- laureate
- Lower lead quality producing fewer conversion to student ???
- http://wenr.wes.org/2014/10/bridging-the-digital-divide-segmenting-and-recruiting-international-millennial-students/ http://monitor.icef.com/2014/01/marketers-will-focus-on-mobile-more-than-ever-before-in-2014/ 91 % in China, and in Korea , 84% of high school students have smart phones.