Improve your International Recruitment Results with a Digital Marketing Assessment

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1 Improve your International Recruitment Results with a Digital Marketing Assessment Philippe Taza CEO Higher Education Marketing Slide 1

2 TODAY S AGENDA Define your Digital Marketing Recruitment Goals Benchmark your Current Activity The Digital Marketing Assessment Assessment Recommendations

3 > Define the Goals of your Digital Marketing

4 > Benchmark your Current Marketing Activity and Recruitment Results

5 > Benchmark your Current Marketing Activity and Recruitment Results

6 > A Digital Marketing Assessment evaluates your: Web Ecosystem Analytics Search Engine Optimization Content Mobile Social Media Paid Search

7 > Define Your web ecosystem Your website (multiple domains/subdomains?) Your social media channels Your microsites Third party applications: CRM, application system, payment gateway, sales automation, etc.

8 > Google Analytics Checklist Profiles and Filters Recruitment Goals and Goal Values Webmaster Tools and AdWords linking Campaign Tagging Cross Domain Tracking

9 > Setup your recruitment goals

10 > Google Analytics Goal Value Assign a $ value to your goals Divide the average value of that goal by the average conversion rate

11 > Factoring SEO into your Marketing Mix SEO is the process of affecting the visibility of your website or a web page in a search engine's "natural search results. Check your SEO rankings in each of your targeted countries

12 > Evaluate your competitor s domain authority https://www.moz.com

13 > Which keywords should you target?

14 > Plan globally, target locally For country specific data:

15 > Evaluate your keyword rankings by country

16 > Evaluate your keyword rankings by competitor

17 > Evaluate your site for errors that affect SEO

18 > Survey your Content Place priority on conversion events in the recruitment cycle Examine visitor flow through key pages Compare your content to your competition s content

19 > Prioritize Pages and Elements that Lead to Conversions

20 > Identify and Evaluate your Key Pages

21 > Examine Visitor Flow through Priority Content

22 > Survey your Competition for Content Weakness and Opportunity Program pages are extremely thorough but CTA could be clearer Incorporate videos in student testimonials Multilanguage publishing

23 > Understand the mobile marketplace https://www.youtube.com/watch?v=ja UBKU05cI

24 > Understand your mobile audience 91 % in China, and in Korea, 84% of high school students have smart phones. bcei.ca/about ie/facts and figures/

25 > Mobile traffic by country Improve your International Recruitment Results

26 > Analyze your Social Media traffic from international prospective students

27 > Identify international recruitment conversions coming from Social Media

28 > Put Social Media into Perspective

29 > Why Paid Search? Improve your International Recruitment Results

30 > Analyze your Paid Search Improve your International Recruitment Results

31 > Deliver on your keyword Improve your International Recruitment Results

32 > Use Ad Extensions Location Extensions: Google Places applies for local campaigns Site links Extensions: Link to Program/Faculty Pages Social Extensions: Link to G+ Page Call Extensions: Essential for Mobile PPC

33 > Mobile PPC Campaigns Need high ad position Use ad extensions Use mobile landing pages

34 > Use Adwords Day Parts Be smart about setting your account s time zone. Target your ads when they are the most effective.

35 > Paid Search Conversions by country Monitor your Paid Search Traffic by country See how not all countries convert equally

36 > A/B Test you ads and landing pages

37 > A/B Test you ads and landing pages

38 Marketing Priorities and Recommendations for your DM Assessment Identify Benchmarks, set new Goals Map and measure your complete Web Ecosystem Configure and rely on your Analytics Protect and improve SEO by country Improve Content Adapt to the mobile reality Integrate and expand SM presence Track and Improve Paid Search

39 To Request a Free Digital Marketing Assessment I m easy to reach: Philippe Taza Tel: ext:104 education marketing.com education marketing.com https://twitter.com/philippetaza

LEAD GENERATION IN 2013

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