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Top Five Strategic Mistakes in Online Marketing
Lisa Emery, Western Michigan University
Jon Horn, JMH Consulting
JMH Consulting
Lead generation
Lead nurturing
Enrollment management
Expanding the reach of higher education
Western Michigan University
Main Campus – Kalamazoo, Michigan• Approx. 24,000 students
• Approx. 240 degree programs
• Carnegie Foundation – research university
• Two new “schools”
Continuing Education
Extended University Programs• Nine regional locations
• Approx. 40 degree programs (15 online)
• University Studies
• Osher Lifelong Learning Institute
• Professional Development
Not connecting spend to results! 1
It ain’t rocket science!
http://www.wmich.edu/extended/univstudies/?utm_source=google&utm_medium=cpc&utm_term=degree_completion&utm_campaign=UNIVSTUD
Lead source results
“How did you hear about WMU?”
42% Friends/Family/Employer
13% Main Campus Website
20% Did Not Indicate
8% Search Engine
CRM campaign results
“How did you hear?”Lead tracking via CRM
8% Search Engine
61% Search Engine
Sample report
Results of tracking
• Spending more effectively
• Eliminating what doesn’t work
• Managing marketing costs
• More confident decision-making
• Harder to argue with data
• Progress toward goal
Focusing on the wrong metrics! 2
Identify campaign goals
Awareness
ImpressionsCPM
Traffic
ClicksCost per click
Lead generation
InquiriesCost per inquiry
Enrollment
StudentsCost per student
Generate awareness
Impressions(millions) CPM CTR
Bing Paid Search 1,246,261 $50.46 1.90%
Facebook 202,377,598 $0.59 0.09%
Google Display 61,901,550 $2.16 0.32%
Google Paid Search 3,238,641 $75.48 1.45%
LinkedIn 53,732,212 $1.11 0.03%
Total322,496,26
2$1.93 0.14%
Increase website traffic
Clicks (Visits) CPC
Click to inquiry
conversion rate
Bing Paid Search 23,683 $2.66 4.84%
Facebook 178,412 $0.67 0.54%
Google Display 196,944 $0.68 0.38%
Google Paid Search 46,896 $5.21 8.96%
LinkedIn 17,346 $3.45 6.42%
Total 463,281 $1.34 1.77%
Generate leads
InquiriesCost per Inquiry
Inquiry to enrollment conversion
rate
Bing Paid Search 1147 $54.83 ???
Facebook 970 $124.06 ???
Google Display 747 $178.61 ???
Google Paid Search 4200 $58.20 ???
LinkedIn 1113 $53.80 ???
Total 8177 $75.94 ???
WMU example of wrong metrics
• Early AdWords (circa 2007)Leader: How is the AdWords campaign going?
Marketing Team: Great! We’ve had 532 clicks in the last six months.
Leader: So you think we should stick with it?
Marketing Team: Definitely! We’re only paying $3.44 a click. That’s so much cheaper than a large print ad.
WMU example of correct metrics
• Recent AdWords (fast forward to FY2013-
14)Leader: How is the AdWords campaign going?
Marketing Team: 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. Leader: So you think we should stick with it?
Marketing Team: 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.
Talking like a robot! 3
Copy examples
FormalApplicants 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 ….
ConversationalContact 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 …
Treating Jane Doe like John Six Pack! 4
#1 - Multiple audiences
Masters in Emergency Management
Crisis managers Firefighters
Emergency respondersDisaster planners
University Studies
# 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
WMU e-mail outline – new format
Not adapting for multiple devices5
EUP website stats
2012 20140%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mobile Tablet Desktop
8 to 26%
Adapting marketing by device
2 out of 5 website visitors now use a
mobile device.
• Layout adjustments
• Load speed
• Touch interface
• Font size
Bring it all together!*Awareness
Interest
EngagementConversion
See an ad on
See 5 more ads on
Click on Facebook
ad
Arrive on landing page
Receive a postcard about
program
Leave landing page Search on
Click on paid
search ad
Arrive on landing page
Leave landing page
Complete form
Receive series of emails
Receive calls from
admissionsIgnore calls
Talk with admission
s
Attend info
session
Talk with admission
s
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
5 strategic mistakes
1. Not connecting spend to results
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
* Bring it all together
Checklist of best practices
• Are you spending marketing dollars without tracking the source of leads and students?
• Are you making marketing decisions based on conversion metrics (cost-per-
conversion, inquiry to enrollment ratios, etc.) if your goal is to increase enrollments?
• Are you using humanistic, informal language when communicating with new
prospects?
• Does your imagery and messaging adapt appropriately for each audience you target?
• Are you tailoring message content and calls-to-action to prospects depending on the
prospect’s 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 website forms and other interactive devices sized for touch-based interfaces?
• Are you using marketing techniques that engage people at various points in the
decision cycle or is your marketing overly focused on specific stages (e.g. awareness)?
• Do you have a marketing strategy that effectively moves prospects from one stage of
the decision cycle to the next, all the way to enrollment?
Wrapping up
Lisa Emery
Executive Director of Enrollment Management
and Marketing, Extended University Programs
at WMU
• (269) 387-1552
Jon Horn
CEO, JMH Consulting
