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Eaquals International Conference, Lisbon, 21 – 23 April 2016
Digital Marketing Self-AssessmentPresented by Philippe TazaHigher Education Marketing
www.eaquals.org
Agenda• Identifying target audiences• Using Google Analytics to track and measure results• Researching and identifying relevant SEO keywords• Leveraging multi-language content• Social media suggestions and analytics• Using Pay-per-Click (PPC) to generate quality leads• Are you ready for the mobile generation• Generating inquiries and following up
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Target audiences and goals
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Develop personas
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Setup your website goals
Eaquals International Conference, Lisbon, 21 – 23 April 2016
The Channels report under Acquisition, gives you macro level insights into the various channels you are using to attract traffic to your website.
The channels report
Eaquals International Conference, Lisbon, 21 – 23 April 2016
• Organic: SEO Traffic from search engines• Email: links in email campaigns• Direct: users enter the URL directly in the
browser• Referral: traffic from other sites yours is linked
on• Social: Facebook, Twitter, LinkedIn, etc.• Paid Search: Google AdWords, Bing ads, etc.
What are the main channels?
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Benchmark your current marketing activity and results
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Month over Month Website Goals
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Eaquals International Conference, Lisbon, 21 – 23 April 2016
• Measure your Organic Search Traffic• Identify new international keywords• Use the correct information architecture• Use international targeting
in Webmaster tools • Translate and optimize
Start with SEO
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Year over Year SEO Traffic
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Year over year comparison is very useful to measure the health of your SEO Traffic and conversions from that channel
Keyword Research
https://www.google.com/adwords
Eaquals International Conference, Lisbon, 21 – 23 April 2016
International Targeting - Language
https://www.google.com/webmasters
<link rel=”alternate” href=”http://ca.example.com” hreflang=”en-ca” /> English in Canada<link rel=”alternate” href=”http://it.example.com/” hreflang=”it-it” /> Italian in Italy<link rel=”alternate” href=”http://mx.example.com/” hreflang=”es-mx” /> Spanish in Mexico
Eaquals International Conference, Lisbon, 21 – 23 April 2016
International Targeting - Country
https://www.google.com/webmasters
Set in Webmaster Tools 1 profile and Country Target per Subdomain:
http://ca.example.com/ Target Canadahttp://it.example.com/ Target Italyhttp://mx.example.com/ Target Mexico
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Evaluate your Organic Search Queries
https://www.google.com/webmasters
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Understand your keyword rankings by country
https://www.google.com/webmasters
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Plan for search globally, target locally
For country specific data:http://ptgmedia.pearsoncmg.com/images/9780789747884/supplements/9780789747884_appC.pdf
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Develop Multi-language Content
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Use the correct architecture when developing multi-language content
This website uses the subdomain approach to separate the multi-language content
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Use the correct architecture when developing multi-language content
This website uses the top level domain - TLD approach to separate the multi-language content
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Develop Content for Target Countries
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Use Video Testimonials to Engage Prospects
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Articulate Your School’s Social Media Goals
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Audience targeted news
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Student testimonials
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Contest and quizzes
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Social activity directed to your website
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Facebook demographic and location stats
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Facebook post reach and engagement
Eaquals International Conference, Lisbon, 21 – 23 April 2016
YouTube traffic sources report
Eaquals International Conference, Lisbon, 21 – 23 April 2016
YouTube search report
Eaquals International Conference, Lisbon, 21 – 23 April 2016
YouTube demographic insights
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Why paid Search?
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Set your Country Targeting in Google AdWords
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Set your Languages in Google AdWords
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Use responsive landing pagesfor your campaigns
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Consider localizing yourGoogle AdWords campaigns
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Use Adwords Day Parts
• Be smart about setting your account’s time zone.
• Target your ads when they are the most effective.
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Slide 44
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
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Is your site mobile friendly?
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Find out here
• www.google.com/webmasters/tools/mobile-friendly
Eaquals International Conference, Lisbon, 21 – 23 April 2016
http://searchengineland.com/library/google/google-mobile-friendly-update
Why mobile?
• 31% mobile traffic• 25% of website goals
Eaquals International Conference, Lisbon, 21 – 23 April 2016
What’s your Mobile traffic like by country
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Make use of calls to actions on your website
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Make multi-language advisors available
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Use Online Chat to Talk with Prospects
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Offer Skype Sessions
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Do you have a CRM system to manage your potential student inquiries?
Eaquals International Conference, Lisbon, 21 – 23 April 2016
Priorities and recommendations for your International digital marketing
• Identify Benchmarks, set new Goals• Invest in SEO• Develop content aimed at international students• Use international PPC lead gen campaigns• Get mobile NOW!• Follow up with your leads!
Eaquals International Conference, Lisbon, 21 – 23 April 2016
I’m easy to reach:
Philippe TazaTel: 514-312-3968 ext:104
[email protected] www.higher-education-marketing.comhttps://twitter.com/PhilippeTaza
Have questions about International Recruitment?
Eaquals International Conference, Lisbon, 21 – 23 April 2016