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Improve your International Recruitment Results with a Digital Marketing Assessment
Slide 1
Philippe TazaCEO
Higher Education Marketingptaza@higher-education-marketing.com
Improve your International Recruitment Results with a Digital Marketing Assessment
Improve your International Recruitment Results with a Digital Marketing Assessment
TODAY’S AGENDA
• Define your Digital Marketing Recruitment Goals • Benchmark your Current Activity • The Digital Marketing Assessment• Assessment Recommendations
Improve your International Recruitment Results with a Digital Marketing Assessment
> Define the Goals of your Digital Marketing
Improve your International Recruitment Results with a Digital Marketing Assessment
> Benchmark your Current MarketingActivity and Recruitment Results
Improve your International Recruitment Results with a Digital Marketing Assessment
> Benchmark your Current Marketing Activity and Recruitment Results
Improve your International Recruitment Results with a Digital Marketing Assessment
> A Digital Marketing Assessment evaluates your:
• Web Ecosystem• Analytics• Search Engine Optimization• Content• Mobile• Social Media• Paid Search
Improve your International Recruitment Results with a Digital Marketing Assessment
• Your website (multiple domains/subdomains?)• Your social media channels• Your microsites• Third party applications: CRM, application system, payment gateway, sales automation, etc.
> Define Your web ecosystem
Improve your International Recruitment Results with a Digital Marketing Assessment
> Google Analytics Checklist• Profiles and Filters• Recruitment Goals and Goal Values• Webmaster Tools and AdWords linking
• Campaign Tagging• Cross Domain Tracking
Improve your International Recruitment Results with a Digital Marketing Assessment
> Setup your recruitment goals
Improve your International Recruitment Results with a Digital Marketing Assessment
> Google Analytics Goal Value
• Assign a $ value to your goals• Divide the average value of that goal by the average conversion rate
Improve your International Recruitment Results with a Digital Marketing Assessment
> Factoring SEO into your Marketing MixSEO 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
Improve your International Recruitment Results with a Digital Marketing Assessment
> Evaluate your competitor’s domain authority
https://www.moz.com
Improve your International Recruitment Results with a Digital Marketing Assessment
> Which keywords should you target?
Improve your International Recruitment Results with a Digital Marketing Assessment
For country specific data:http://ptgmedia.pearsoncmg.com/images/9780789747884/supplements/9780789747884_appC.pdf
> Plan globally, target locally
Improve your International Recruitment Results with a Digital Marketing Assessment
> Evaluate your keyword rankings by country
Improve your International Recruitment Results with a Digital Marketing Assessment
> Evaluate your keyword rankings by competitor
Improve your International Recruitment Results with a Digital Marketing Assessment
> Evaluate your site for errors that affect SEO
Improve your International Recruitment Results with a Digital Marketing Assessment
• Place priority onconversion events in the recruitment cycle
• Examine visitor flow through key pages
• Compare your contentto your competition’s content
> Survey your Content
Improve your International Recruitment Results with a Digital Marketing Assessment
> Prioritize Pages and Elements that Lead to Conversions
Improve your International Recruitment Results with a Digital Marketing Assessment
> Identify and Evaluate your Key Pages
Improve your International Recruitment Results with a Digital Marketing Assessment
> Examine Visitor Flow through Priority Content
Improve your International Recruitment Results with a Digital Marketing Assessment
> 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
Improve your International Recruitment Results with a Digital Marketing Assessment
> Understand the mobile marketplace
https://www.youtube.com/watch?v=jA‐UBKU05cI
Improve your International Recruitment Results with a Digital Marketing Assessment
> Understand your mobile audience
• 91 % in China, and in Korea , 84% of high school students have smart phones.
http://www.cbie‐bcei.ca/about‐ie/facts‐and‐figures/
Improve your International Recruitment Results with a Digital Marketing Assessment
> Mobile traffic by country
Improve your International Recruitment Results with a Digital Marketing Assessment
> Analyze your Social Media traffic frominternational prospective students
Improve your International Recruitment Results with a Digital Marketing Assessment
> Identify international recruitment conversionscoming from Social Media
Improve your International Recruitment Results with a Digital Marketing Assessment
> Put Social Media into Perspective
Improve your International Recruitment Results with a Digital Marketing Assessment
> Why Paid Search?
Improve your International Recruitment Results with a Digital Marketing Assessment
> Analyze your Paid Search
Improve your International Recruitment Results with a Digital Marketing Assessment
> Deliver on your keyword
Improve your International Recruitment Results with a Digital Marketing Assessment
> 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
Improve your International Recruitment Results with a Digital Marketing Assessment
> Mobile PPC Campaigns
• Need high ad position• Use ad extensions• Use mobile landing pages
Improve your International Recruitment Results with a Digital Marketing Assessment
> Use Adwords Day Parts
• Be smart about setting your account’s time zone.
• Target your ads when they are the most effective.
Improve your International Recruitment Results with a Digital Marketing Assessment
• Monitor your Paid Search Traffic by country
• See how not all countries convert equally
> Paid Search Conversions by country
Improve your International Recruitment Results with a Digital Marketing Assessment
> A/B Test you ads and landing pages
Improve your International Recruitment Results with a Digital Marketing Assessment
> A/B Test you ads and landing pages
Improve your International Recruitment Results with a Digital Marketing Assessment
Marketing Priorities and Recommendationsfor 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
Improve your International Recruitment Results with a Digital Marketing Assessment
• I’m easy to reach:
Philippe TazaTel: 514‐312‐3968 ext:104ptaza@higher‐education‐marketing.comwww.higher‐education‐marketing.comhttps://twitter.com/PhilippeTaza
To Request a Free Digital Marketing Assessment
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