LEAD GENERATION IN 2013 BEST PRACTICES ACROSS THE DIGITAL MARKETING LANDSCAPE Philippe Taza DIGITAL ANALYST Higher Education Marketing ptaza@higher-education-marketing.com Slide 1
TODAY S PRESENTATION Slide 2
BRANDING & WEBSITE DESIGN Mobile Websites Responsive Web Design Goal-Driven Design Student First Design Architecture Usability Performance Slide 3
MOBILE WEBSITES Web traffic via mobile phones doubled from 4.6% in 2011 to 9.3% in 2012 Slide 4
RESPONSIVE WEBSITES Phone Tablet Desktop Slide 5
GOAL-DRIVEN WEBSITE DESIGN Slide 6
GOAL-DRIVEN WEBSITE DESIGN Slide 7
GOAL-DRIVEN WEBSITE DESIGN Slide 8
SEARCH ENGINE OPTIMIZATION The SEO Iceberg On-Page SEO Off-Page SEO - link building SEO Tools Keyword strategy International SEO Slide 9
THE SEO ICEBERG Slide 10
ON-PAGE SEO Slide 11
OFF-PAGE SEO link building Slide 12
POPULAR SEO TOOLS Slide 13
CONTENT Content Strategy Content Marketing Google Authorship Content Calendar Slide 14
CONTENT STRATEGY Slide 15
CONTENT MARKETING Slide 16
GOOGLE AUTHORSHIP https://plus.google.com/authorship Slide 17
PAY PER CLICK MARKETING AdWords Account Architecture Aligning the Scent Trail Important AdWords Features Mobile PPC Campaigns Slide 18
ADWORDS ACCOUNT ARCHITECTURE Slide 19
ALIGNING THE SCENT TRAIL Slide 20
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+ Page Slide 21
MOBILE PPC CAMPAIGNS Need high ad position Use ad extensions Mobile landing pages Slide 22
SOCIAL MEDIA Social Media Strategy Student Ambassadors Social Media Tools Social Media Advertising Social Media Guidelines Allocating Resources Slide 23
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 Slide 24
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 crossdepartmental collaboration over SM. Slide 25
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 Slide 26
ANALYTICS Web Analytics Dashboard ROI by Channel Social Media ROI Continuous Improvement Process Slide 27
WEB ANALYTICS DASHBOARD Slide 28
ROI BY CHANNEL Slide 29
SOCIAL MEDIA ROI Slide 30
LEAD GENERATION OPTIMIZATION Use GA to Prioritize Optimization Landing Page Optimization A/B and Multivariable Testing Conversion Rate Optimization Conversion Paths and Events Lead Attribution CRM Integration Slide 31
USE GA TO PRIORITIZE OPTIMIZATION Slide 32
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) 7. The main CTA Slide 33
A/B AND MULTIVARIABLE TESTING Slide 34
CONVERSION RATE OPTIMIZATION (% of Company Respondents, Nov 2012) Slide 35
CONCLUSIONS 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 Slide 36
CONNECT WITH ME Philippe Taza Tel: 514-312-3968 ext:104 ptaza@higher-education-marketing.com www.higher-education-marketing.com http://www.linkedin.com/company/higher-education-marketing https://twitter.com/eduwebmarketing http://www.facebook.com/higher.ed.marketing https://pinterest.com/eduwebmarketing/ Slide 37