Best Practices                     in Interactive MarketingLou LlewellynVice President of Sales & MarketingSouthern Region...
Agenda•   Interactive Marketing•   Search Engine Optimization•   Social Media•   Digital Media Marketing    – Pay-per-Clic...
Need To Go From Here…Traditional   Interactive  Media
To Here
Building a Marketing PlanFactors to consider:  – Location     • Geography     • Ground vs. online  – Programs and degree l...
Interactive Media• Interactive has become the most prominent  source of marketing dollars and inquiry  generation• Continu...
Search Engine Marketing (SEM)• Search Engine Optimization (SEO): organic  search results achieved through web site  optimi...
Search Engine Marketing                          30% to 40%           60% to 70%
Search Engine Optimization
Search Engine OptimizationPrimary purpose of SEO is to get „targeted‟ traffic toyour web site by:•On-page optimization    ...
The Next StepA good web site strategy is required to:•   Indexed highly in the database of SERP‟s•   Maintain a high yield...
Valuable Back Links• Relevant• Authoritative• Natural
Social Media Marketing
Creating an Effective         Social Media Campaign•   Strategic planning•   Build where the people are•   Start small and...
Social Media Strategic Planning• What are your goals?  – Why are you participating in social media?  – What are you hoping...
Asset Creation & Optimization• Build where people are, not where you  think they are• Create a formal, branded presence  (...
Define Roles• Who is responsible for social media  – Determine parameters  – Assign roles• Communication decision tree  – ...
What is Good Social       Media?•   Represents the brand•   Builds relationships•   Conversational•   Establishes the scho...
What Social Media is Not?•   Just a broadcast medium•   A soap box•   Focused on lead generation•   Overly promotional
Measurement Ideas• Engagement/comments  – Types of comments  – Interaction with posts• Referral traffic sent to branded we...
What is Social Monitoring?• Identifying what people say about  your brand, outside of your official  social media presence...
Digital Media Marketing•Pay-Per-Click Marketing•Online Banner Placement•Retargeting•Online Video Ads
Pay-Per-Click MarketingTraditional      Interactive  Media
PPC CreativeAd Copy – creative ad copy gets theuser to click through to your page  Traditional               Interactive  ...
PPC Ad Copy•Consistently test different versions of adcopy to find the most effective ad•Strive for balance between releva...
PPC Mini Marketing Sites• Strong call-to-action and clear  conversion path     Traditional• Integrated into your web site ...
Mini-Site OptimizationTraditional     Interactive  Media
Retargeting• Allows you to selectively put your  banner ad in front of the user  later in their browsing  experience.• Cre...
Online Banner Placement
Viewing Centers on YouTube,                   Your WebsiteSource: Compete, Inc Custom Education Study, Q3 2011
Benefits of Digital Media on Search…
Cost-per-Inquiry/Pay-per-Lead• Interactive inquiry generation through  organic and affiliate directory websites  and conta...
Mobile
What‟s Mobile Got to Do With It?Traffic From Mobile Devices has increased 50% in the past 12 months
Where is this all leading?Traditional        Interactive  Media
What About Education?Traditional    Interactive  Media
And is only getting bigger…Traditional      Interactive  Media
And they‟re not just on the go…Traditional       Interactive  Media
So what does this all mean…A mobile marketing strategy thatfocuses on the three mobile     Traditionalplatforms of laptop,...
Make it Mobile•Mobile is huge and getting bigger!•Your students are using mobile Interactive a school       Traditional   ...
Interactive Media  Directly     Somewhat            Not             FactsAttributable   Attributable   Attributable    CPI...
Industry Averages for Interactive                                             Campus   Online• Average cost-per-lead for C...
Winning the Future Search GameFind more ways to engage youraudience:• Mobile• Retargeting efforts• Brand awareness• New me...
The Future is Integrated• Build a strong foundation with your web site• Search alone will not grow your business• We must ...
Best Practices in Interactive Marketing
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Best Practices in Interactive Marketing

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Conference presentation from the Texas Association of Graduate Admissions Professionals (TxGAP) 2012 Professional Development Conference.

Author:
Lou Llewellyn
V.P. of Sales and Marketing
Plattform Higher Education

Description:
Today's prospective students have more control than ever before. How and when they react and respond is up to them - and now, they have even more outlets in which to communicate. Because of this, their media habits are constantly changing.

But are your marketing efforts keeping up?

Join Lou Llewellyn, Vice President of Sales & Marketing for PlattForm Higher Education, as he presents "Best Practices in Interactive Marketing." In this presentation, Lou will share powerful data that illustrates the impact of the changing marketing landscape, as well as provide actionable insights and next steps.

For more information, visit www.txgap.com.

Published in: Education, Business, Technology
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Best Practices in Interactive Marketing

  1. 1. Best Practices in Interactive MarketingLou LlewellynVice President of Sales & MarketingSouthern RegionPlattForm Higher Educationwww.PlattFormHigherEd.comDirect: 913-254-6903lou.llewellyn@plattformad.com
  2. 2. Agenda• Interactive Marketing• Search Engine Optimization• Social Media• Digital Media Marketing – Pay-per-Click Marketing – Retargeting – Online Video• Cost-Per-Inquiry / Pay-Per-Lead• Mobile
  3. 3. Need To Go From Here…Traditional Interactive Media
  4. 4. To Here
  5. 5. Building a Marketing PlanFactors to consider: – Location • Geography • Ground vs. online – Programs and degree level • Expectations should vary by each program type – Competition • Continues to increase • Marketing much establish and define your differentiators
  6. 6. Interactive Media• Interactive has become the most prominent source of marketing dollars and inquiry generation• Continual developments and opportunities for inquiry generation – Social outlets, LinkedIn, Facebook, YouTube, Pinterest, and other search engine channels• The rise of mobile – Mobile usage is expected to outpace desktop usage by 2014
  7. 7. Search Engine Marketing (SEM)• Search Engine Optimization (SEO): organic search results achieved through web site optimization• Pay-Per-Click (PPC): paid search results or Sponsored Listings• SEM = SEO + PPC – Goal: capture as much “real estate” on Search Engine Results Pages.
  8. 8. Search Engine Marketing 30% to 40% 60% to 70%
  9. 9. Search Engine Optimization
  10. 10. Search Engine OptimizationPrimary purpose of SEO is to get „targeted‟ traffic toyour web site by:•On-page optimization •Meta-tags, titles, headers, descriptions, keywords and CONTENT•Off-page optimization •Link buildingOnce you get them to your site, then what?•Give them the opportunity to take the next step
  11. 11. The Next StepA good web site strategy is required to:• Indexed highly in the database of SERP‟s• Maintain a high yield of clicks-to-inquiries• Continuous monitoring to appeal to the USER experience• Be seen as a resource
  12. 12. Valuable Back Links• Relevant• Authoritative• Natural
  13. 13. Social Media Marketing
  14. 14. Creating an Effective Social Media Campaign• Strategic planning• Build where the people are• Start small and then expand• Division of roles & responsibilities
  15. 15. Social Media Strategic Planning• What are your goals? – Why are you participating in social media? – What are you hoping to achieve?• Who are you targeting? – Current, prospective, former students – Faculty and staff – Community members• Social Media guidelines – Internal/external regulations – What can/cannot be said
  16. 16. Asset Creation & Optimization• Build where people are, not where you think they are• Create a formal, branded presence (page, profile, channel etc.)• Start with one or two networks – Gain experience and knowledge – Expand once the foundation is set
  17. 17. Define Roles• Who is responsible for social media – Determine parameters – Assign roles• Communication decision tree – If this… then that… – Correct answers or point in the right direction
  18. 18. What is Good Social Media?• Represents the brand• Builds relationships• Conversational• Establishes the school as a community• Support other marketing initiatives
  19. 19. What Social Media is Not?• Just a broadcast medium• A soap box• Focused on lead generation• Overly promotional
  20. 20. Measurement Ideas• Engagement/comments – Types of comments – Interaction with posts• Referral traffic sent to branded website – Time on site – Page-depth of visit• Inquiries generated – Directly through social media – Indirectly through the website, after visiting social media
  21. 21. What is Social Monitoring?• Identifying what people say about your brand, outside of your official social media presence – Blogs – Tweets – Posts – Images – Conversations
  22. 22. Digital Media Marketing•Pay-Per-Click Marketing•Online Banner Placement•Retargeting•Online Video Ads
  23. 23. Pay-Per-Click MarketingTraditional Interactive Media
  24. 24. PPC CreativeAd Copy – creative ad copy gets theuser to click through to your page Traditional Interactive MediaMini-Sites– Quality mini-site result ingreater visitor-to-lead conversionpercentages meaning you receive agreater return on your investment
  25. 25. PPC Ad Copy•Consistently test different versions of adcopy to find the most effective ad•Strive for balance between relevanceand a call-to-action•Able to vary ad copy to addressdifferent targeting needs of thecampaign
  26. 26. PPC Mini Marketing Sites• Strong call-to-action and clear conversion path Traditional• Integrated into your web site Media Interactive• Evolved through multivariate testing• Web Analytics tracking and analysis
  27. 27. Mini-Site OptimizationTraditional Interactive Media
  28. 28. Retargeting• Allows you to selectively put your banner ad in front of the user later in their browsing experience.• Create familiarity for users with your brand and message
  29. 29. Online Banner Placement
  30. 30. Viewing Centers on YouTube, Your WebsiteSource: Compete, Inc Custom Education Study, Q3 2011
  31. 31. Benefits of Digital Media on Search…
  32. 32. Cost-per-Inquiry/Pay-per-Lead• Interactive inquiry generation through organic and affiliate directory websites and contact centers• Lower costs and higher volume than other interactive solutions• Only pay for the inquiries delivered• Low conversion rate
  33. 33. Mobile
  34. 34. What‟s Mobile Got to Do With It?Traffic From Mobile Devices has increased 50% in the past 12 months
  35. 35. Where is this all leading?Traditional Interactive Media
  36. 36. What About Education?Traditional Interactive Media
  37. 37. And is only getting bigger…Traditional Interactive Media
  38. 38. And they‟re not just on the go…Traditional Interactive Media
  39. 39. So what does this all mean…A mobile marketing strategy thatfocuses on the three mobile Traditionalplatforms of laptop, mobile phone Media Interactiveand tablet computers isimperative to your continuedsuccess in recruiting students.
  40. 40. Make it Mobile•Mobile is huge and getting bigger!•Your students are using mobile Interactive a school Traditional to find Media•A mobile strategy is imperative to your success•Get it done…implement mobile best practices•Adapt to a portable brand experience
  41. 41. Interactive Media Directly Somewhat Not FactsAttributable Attributable Attributable CPI Low CPI, low conversions PPC PPC Low CPI, good conversions SEO SEO Low CPI, great conversions Banner Banner Banner High CPI, good conversionsRetargeting Retargeting Retargeting Low CPI, good conversions
  42. 42. Industry Averages for Interactive Campus Online• Average cost-per-lead for CPI programs? $75 $60• Average cost-per-lead for PPC programs? $145 $125• Average conversion from I-E for CPI? 3% 1.5%• Average conversion from I-E for PPC? 7% 4%• Average conversion from I-E for website? 11% 7%
  43. 43. Winning the Future Search GameFind more ways to engage youraudience:• Mobile• Retargeting efforts• Brand awareness• New media channels
  44. 44. The Future is Integrated• Build a strong foundation with your web site• Search alone will not grow your business• We must create demand – not just capture existing demand• Take a holistic view

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