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Philippe Taza
DIGITAL ANALYST
Higher Education Marketing
[email protected]
LEAD GENERATION IN 2013
BEST PRACTICES ACROSS THE
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Mobile Websites
Responsive Web Design
Goal-Driven Design
Student First Design
Architecture
Usability
Performance
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Web traffic via mobile phones doubled from
4.6% in 2011 to 9.3% in 2012
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Phone Tablet Desktop
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The SEO Iceberg
On-Page SEO
Off-Page SEO - link building
SEO Tools
Keyword strategy
International SEO
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Content Strategy
Content Marketing
Google Authorship
Content Calendar
CONTENT
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GOOGLE AUTHORSHIP
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AdWords Account Architecture
Aligning the Scent Trail
Important AdWords Features
Mobile PPC Campaigns
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IMPORTANT ADWORDS FEATURES
Location Extensions: Google
Places
Site links Extensions: Link to
Program/Faculty Pages
Call Extensions: Essential for
Mobile PPC
Social Extensions: Link to G+
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MOBILE PPC CAMPAIGNS
Need high ad position
Use ad extensions
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Social Media Strategy
Student Ambassadors
Social Media Tools
Social Media Advertising
Social Media Guidelines
Allocating Resources
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SOCIAL MEDIA STRATEGY
1.
Gather your team
2.
Analyze your audiences
3.
Define your social goals
4.
Define your success metrics
5.
Define your social persona
6.
Define your key message
7.
Listen to your keywords
8.
Create a channel plan
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SOCIAL MEDIA STUDENT AMBASSADORS
They know your audience
They are familiar with your
competition and know what
makes your school unique
They can help you create
student-centered content
They encourage
cross-departmental collaboration over
SM.
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SOCIAL MEDIA TOOLS
Receive the latest content you
are subscribed to.
Schedule and manage
messages across multiple
social media networks.
Analyze trends for your brand,
competitors and industry and
gain insight into what your
students are saying
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Web Analytics Dashboard
ROI by Channel
Social Media ROI
Continuous Improvement Process
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Use GA to Prioritize Optimization
Landing Page Optimization
A/B and Multivariable Testing
Conversion Rate Optimization
Conversion Paths and Events
Lead Attribution
CRM Integration
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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)
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CONVERSION RATE OPTIMIZATION
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The future is mobile
Business goals >website goals >analytics goals
You must do SEO
Develop your content strategy
Monitor your Social ROI
Use analytics to drive continuous improvement
Optimize your lead gen across all channels
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