Top 5 Mistakes in Online Marketing for Higher Ed
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Online marketing is a fast moving industry. Keeping up with changing platform features and best practices is tough, but critical for successful higher education marketers. Learn common mistakes in higher education when designing campaigns, creating landing pages, writing ads, and more. We’ll review 5 specific mistakes that, if you avoid, will make your online marketing much more effective.
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Top 5 Mistakes in Online Marketing for Higher Ed
- 1. 11/5/2014 1 Top Five Strategic Mistakes in Online Marketing Megan Anderson, Western Michigan University Jon Horn, JMH Consulting JMH Consulting Higher Education firm Online marketing Recruitment & Retention Non-credit certificates
- 2. 11/5/2014 2 Expanding the reach of higher education Western Michigan University Main Campus – Kalamazoo, Michigan • 24,300 students • Approx. 240 degree programs • Nearly 1,300 acres • Carnegie Foundation – research university • Two new “schools”
- 3. 11/5/2014 3 Continuing Education Extended University Programs • Nine regional locations • Approx. 40 degree programs (15 online) • University Studies • Osher Lifelong Learning Institute • Professional Development 5 common mistakes
- 4. 11/5/2014 4 Not tracking marketing dollars! 1 Spend effectively
- 5. 11/5/2014 5 How to track • Digital tracking with URL builder • CRM http://www.wmich.edu/extended/univstudies/? utm_source=google& utm_medium=cpc& utm_term=degree_completion& utm_campaign=UNIVSTUD Tracking code in CRM
- 6. 11/5/2014 6 What you get Lead source 16 2 2 1 1 1 1 1 1 0 0 11 1 1 0 1 0 2 0 0 1 1 Prospect-Indicated Lead Source Google Bing
- 7. 11/5/2014 7 Results of tracking • Spending more effectively • Eliminating what doesn’t work • Managing marketing costs • More confident in decision-making • People can’t argue with data • Progress toward goal Focusing on the wrong metrics! 2
- 8. 11/5/2014 8 Identify campaign goals Awareness Impressions CPM CTR Traffic Clicks Cost per click Click to inquiry conversion rate Lead generation Inquiries Cost per inquiry Inquiry to enrollment conversion rate Enrollment Students Cost per student Generate awareness Impressions (millions) CPM CTR Bing Paid Search 1.5 $26.36 0.98% Facebook 268 $0.27 0.02% Google Display 85 $0.98 0.09% Google Paid Search 2.8 $70.91 1.78% LinkedIn 27 $1.25 0.05% Total 384 $ 1.12 0.06%
- 9. 11/5/2014 9 Increase website traffic Clicks (Visits) CPC Click to inquiry conversion rate Bing Paid Search 15,166 $2.69 4.7% Facebook 64,411 $1.13 1.1% Google Display 78,445 $1.07 1.4% Google Paid Search 50,393 $3.99 6.5% LinkedIn 12,423 $2.67 6.0% Total 220,838 $1.95 3.0% Generate leads Inquiries Cost per Inquiry Inquiry to enrollment conversion rate Bing Paid Search 706 $57.80 ??? Facebook 676 $107.47 ??? Google Display 1,094 $76.46 ??? Google Paid Search 3,291 $61.07 ??? LinkedIn 744 $44.63 ??? Total 6,511 $66.24 ???
- 10. 11/5/2014 10 WMU example of wrong metrics • Early AdWords (circa 1997) Boss: How is the AdWords campaign going? Marketing: Great! We’ve had 532 clicks in the last six months. Boss: So you think we should stick with it? Marketing: Definitely! We’re only paying $3.44 a click. That’s so much cheaper than a larger print ad. WMU example of correct metrics • Recent AdWords (fast forward to FY2013-14) Boss: How is the AdWords campaign going? Marketing: Great! Of the 432 clicks in the last six months, 29 of them have inquired. Our conversion rate is 6.76%... One of our highest. Boss: So you think we should stick with it? Marketing: Definitely! We do see a cost per inquiry at about $132, so we’d like to try and tweak the campaign to bring it down.
- 11. 11/5/2014 11 Talking like a robot! 3 Be engaging • Why it’s important • Tips • Get to the point • Use subheads • Avoid jargon • Use bulleted lists • Put most important info first
- 12. 11/5/2014 12 Copy examples Formal Applicants should contact the Registrar of each school attended, requesting that an official transcript be sent either to the student or to the Office of Graduate Admissions directly. If the student chooses to submit the transcripts, they must be sent in their original sealed envelopes. Any applicant still taking courses or completing a program at the time of application …. Conversational Contact the Registrar of each school you've attended and request that an official transcript be sent either to you or to the Office of Graduate Admissions directly. If you receive the transcripts, submit them to the Office of Graduate Admissions in the original sealed envelopes. If you are still completing another degree when applying here …
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- 14. 11/5/2014 14 Treating Jane Doe like John Six Pack! 4 #1 - Multiple audiences
- 15. 11/5/2014 15 Masters in Emergency Management Crisis managers Firefighters Emergency respondersDisaster managers University Studies
- 16. 11/5/2014 16 # 2 - Decision cycle • Custom message based on decision cycle • Inquiry stage vs. application stage • First response vs. fourth response WMU e-mail outline Key program details •Learn more Tie program to career goals •Make an advising appointment Faculty experts •Download whitepaper Earn a credential •Application fee paid with advisor appt
- 17. 11/5/2014 17 WMU e-mail outline – new format Not adapting for multiple devices 5
- 18. 11/5/2014 18 EUP website stats 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 2014 Mobile Tablet Desktop Adapting marketing by device 1 out of 3 website visitors now use a mobile device. • Layout adjustments • Load speed • Touch interface
- 19. 11/5/2014 19
- 20. 11/5/2014 20 Marketing like its 2012! * Traditional funnel Awareness Interest Engagement Conversion
- 21. 11/5/2014 21 See an ad on facebook See 5 more ads on Facebook Click on Facebook ad Arrive on landing pageReceive a postcard about program Leave landing page Search on Google Click on paid search ad Arrive on landing page Leave landing page Complete form Receive series of emails Receive calls from admissions Ignore calls Talk with admissions Attend info session Talk with admissions Enroll Receive series of emails Become nervous about enrolling Talk with admissions about whether this program is really, really going to help meet long-term goals Get approved for financial aid Search on Bing Click on organic listing Visit program website
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- 25. 11/5/2014 25 Wrapping up 5 strategic mistakes 1. Not tracking marketing dollars 2. Focusing on the wrong metrics 3. Talking like a robot 4. Treating Jane Doe like John Six Pack 5. Not adapting for multiple devices * Marketing like its 2012
- 26. 11/5/2014 26 Questions? Megan Anderson Associate Director of Marketing, Extended University Programs at WMU • m.anderson@wmich.edu • (269) 387-4120 Jon Horn CEO, JMH Consulting • jhorn@jmhconsulting.com Checklist of best practices Do your online ads contain tracking to measure the effectiveness of marketing channels? Are you spending marketing dollars without tracking the source of your leads and students? Are you using personal, informal language when communicating with new prospects? Does your imagery and messaging adapt appropriately for each audience you target? Does your message and call-to-action change based on an individuals point in their decision cycle? Does your website layout change based on the device people use to access your site? Do your pages load quickly and correctly on mobile devices? Are your forms and other interactive devices sized for touch-based interfaces? Are you tailoring message content to prospects depending on their decision point?