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Enhance your Website Redesign with a Digital Marketing Assessment
Enhance Your Website Redesign with a Digital Marketing Assessment
Philippe Taza
DIGITAL ANALYST
Higher Education Marketing
ptaza@higher-education-marketing.com
To view the 30 minute, live recording of this webinar, go to this link.
Enhance your Website Redesign with a Digital Marketing Assessment
TODAY’S AGENDA
• Define Marketing Goals for your Website Redesign
• The Importance of Benchmarking your Current Site
• The Digital Marketing Assessment – Assess your Information Architecture
– Examine your Site Analytics
– Evaluate your SEO
– Survey your Content
– Analyze your Social Media
• Marketing Priorities and Recommendations for your Redesign
Enhance your Website Redesign with a Digital Marketing Assessment
> Define Marketing Goals for your Redesign
Enhance your Website Redesign with a Digital Marketing Assessment
> The Digital Marketing Assessment
• Information Architecture
• Analytics/Conversions
• Search Engine Optimization
• Content
• Social Media
Enhance your Website Redesign with a Digital Marketing Assessment
> Assess your Information Architecture
• IA is the art and science of organizing the content and flow of your website to produce a structure/design that balances the user’s desires with your business needs.
Enhance your Website Redesign with a Digital Marketing Assessment
> Assess your Information Architecture Example: URL Page Depth
Enhance your Website Redesign with a Digital Marketing Assessment
> Google Analytics Checklist
• Cross Domain Tracking?
• Profiles and Filters
• Goals and Goal Values
• Webmaster Tools and AdWords linking
• Campaign Tagging
Enhance your Website Redesign with a Digital Marketing Assessment
> Google Analytics Goal Value
• Assign a $ value to Goals achieved
Enhance your Website Redesign with a Digital Marketing Assessment
> Implement Cross Domain Tracking Facebook Promotion
Prospective Student Microsite www.CollegeMicrosite.com
Main College Website www.College.edu
Website Goals and Registrations
Enhance your Website Redesign with a Digital Marketing Assessment
> Implement Cross Domain Tracking
GA Account 1
• Facebook Visitors will be identified in GA1
Facebook Promotion
Prospective Student Microsite www.CollegeMicrosite.com
Enhance your Website Redesign with a Digital Marketing Assessment
> Implement Cross Domain Tracking
GA Account 2
• FB visitors will not be identified – traffic will appear to be coming from www.CollegeMicrosite.com in GA 2
Prospective Student Microsite www.CollegeMicrosite.com
Main College Website www.College.edu
Website Goals and Registrations
Enhance your Website Redesign with a Digital Marketing Assessment
> Implement Cross Domain Tracking
GA 1 is installed with Cross domain tracking on ALL webpages
Facebook Visitors are clearly visible in GA 1 and we can measure the number of Website Goals and Registrations that origin from that campaign
Facebook Promotion
Prospective Student Microsite www.CollegeMicrosite.com
Main College Website www.College.edu
Website Goals and Registrations
Enhance your Website Redesign with a Digital Marketing Assessment
> Factoring SEO into your Redesign
SEO is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.
Enhance your Website Redesign with a Digital Marketing Assessment
• Identify priority content
• Prioritize conversion events in redesign
• Examine visitor flow through key pages
• Compare your content to your competition’s content
> Survey your Content
Enhance your Website Redesign with a Digital Marketing Assessment
> Identify and Prioritize your Key Pages for Redesign
Enhance your Website Redesign with a Digital Marketing Assessment
> Examine Visitor Flow through Priority Content
Enhance your Website Redesign with a Digital Marketing Assessment
> Prioritize Pages and Elements that Lead to Conversions
Enhance your Website Redesign with a Digital Marketing Assessment
> Survey your Competition for Content Weaknesses and Opportunities
• Program pages are extremely thorough but CTA could be clearer
• Incorporate videos in student testimonials
Enhance your Website Redesign with a Digital Marketing Assessment
> Analyze your Social Media Landscape
Enhance your Website Redesign with a Digital Marketing Assessment
> Analyze your Social Media Traffic
Enhance your Website Redesign with a Digital Marketing Assessment
> Analyze your Social Media Conversions
Enhance your Website Redesign with a Digital Marketing Assessment
> Put Social Media into the Proper Perspective
Enhance your Website Redesign with a Digital Marketing Assessment
Marketing Priorities and Recommendations for your Redesign
• Identify Benchmarks, set new Goals
• Improve Information Architecture
• Improve Content
• Protect and improve SEO
• Integrate and improve Social
Questions?
Philippe Taza ptaza@higher-education-marketing.com
.www.higher-education-marketing.com
@PhilippeTaza
Lance Merker lance@omniupdate.com
www.omniupdate.com
@lancemerker
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