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Online marketing for higher education colleges & higher education training providers UK. SEO, social media and writing a digital marketing plan.
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Why should colleges should use online marketing & social media?
Digital Marketing
Digital marketing is a combination of push and pull Internet technologies to execute marketing campaigns
Traditional Marketing
Re- thinking marketing
TraditionalOutbound Marketing
• Telemarketing• Trade shows• Direct mail• Email blasts• Print• TV/radio ads
Interruption based
NewInbound Marketing
• Search Engine Optimisation• Blogging• Social Media• RSS feeds• Free tools/trials• Video
Permission based
Search Engine Optimisation
Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) is a technique which helps search engines find and rank your site higher than the millions of other sites in search engines.
Search Engine Optimisation
If you don’t read anything else, read this Guide!
What is SEO - Why is it important?Benefits of SEO :
1. Optimized Search Results – increases the ranking of your website on many search engines.
2. Increase Visibility – Search engine optimization helps to increase search engine visibility
3. Increased Online Traffic – This is a result of increase visibility in the search engines.
4. Cheap – If done properly, SEO helps promote your website for little cost.
Search Engine Optimisation
PAIDPAID
FREE!FREE!
VerticalVerticalSearchSearch
Search Engine Optimisation
People look here in search results according to eye tracking research.
www.webyogi.co.uk
Title
Heading h1
Alt image tag
Copy
www.webyogi.co.uk
SEO - keywords
Keywords used by searchers are not necessarily what we think!
• Over 50% of searchers use key phrases of 3 words or longer
• Vital to a successful SEO campaign
• Local search - location specific key phrases are common use theses in title tags
• Aim to optimise your site on keyword per page with the most search volume
SEO - Optimise your site for keywords
https://adwords.google.com/select/KeywordToolExternal
• Training courses for employers • Apprenticeship provision • Professional Development provision • Higher Education provision • Restaurant, Beauty Salon and Fitness Club • Conference facilities
Can you think of any other terms people might use to search for your services?
SEO - Optimise your site for keywords
www.webyogi.co.uk
SEO & Keyword tools
• Wordtracker - https://freekeywords.wordtracker.com/• SEObook - http://www.seobook.com/• Wordstream - http://www.wordstream.com/• SEOmoz - http://www.seomoz.org/tools• Yahoo clues - http://clues.yahoo.com/• Google insights for search http://www.google.co.uk
/insights/search/#• IIS SEO Toolkit
http://learn.iis.net/page.aspx/791/getting-started-with-the-seo-toolkit/
Local SE0 - Basics
Get listed on …
• Google Places• Yahoo Local• Bing Local • Facebook places
www.webyogi.co.uk
Local SE0 – Social media
Most of the networks have iPhone, Android, and BlackBerry apps. More tips from Mashable
www.webyogi.co.uk
Social Media Enlightenment
Social Media
Social media is just about human beings having
conversations and relationships through the use of online technology. It’s simply a new form of mass media. It helps SEO by building relationships that may later turn into links and sales
The social media revolution - video
http://www.youtube.com/watch?v=3SuNx0UrnEo
Social media - Why is it important?Benefits of Social media
• Low cost - use social media to create and distribute articles, videos & audio for a fraction of the money it would cost to appear in press, print, radio or TV
• Unlimited access• Simplicity• Global reach• Flexibility• Measurability• SEO social signals
Social media is ……
• Social Bookmarking (Delicious) • Social News (Digg, Reddit) • Social Networking (Facebook, LinkedIn) • Video (Youtube, Vimeo)• Audio (Podcasts, Itunes) • Blogs (Wordpress, eblogger, tumblr,
posterous)• Local Business Listing (Google, Facebook
places)• Brand monitoring (socialmention,
Howsociable)• Q&A – Quora, Yahoo answers
• Reputation management• Events & tweet ups• Photosharing (flickr)• Presentation sharing
(slideshare)• Social Broadcasting (Youtube) • Ratings and reviews (yelp,
Google places) • Location based marketing
(Foursquare, Gowalla)• Viral Marketing (Youtube,
Articles & PR)
The conversation prism
The Conversation Prism gives you a whole view of the social media universe, categorized and also organized by how people use each network.
So many networks…
So little time!
Social media dashboards
But… there are tools you can use to help manage social media sites..
•Hootsuite•Tweetdeck•Sproutsocial
Facebook AnalyticsYoutube InsightsTopsyTweetstatsbit.lyTwitter AnalyzerKloutPeerIndex Social Mention
Backtype BoardreaderCoComment Hootsuite Yahoo Site Explorer Omgili Graphs IceRocket Compete.com
Some Free Social media listening & monitoring tools
Social media networks
• Largest social media site • 750 million participate • Fan pages popular with businesses
Your Facebook page is a gateway to other social media streams, with news, pictures, videos & posts from your blog Facebook should definitely be a part of YOUR social media efforts.
Facebook – how to use it
• Create a Business Page • Use Facebook applications • Promote events• Promote your sales, promotions and offers • Get feedback• Ask questions
Facebook – Case study
http://www.excellencegateway.org.uk/page.aspx?o=299885
Twitter provides an easy outlet for daily interaction with students, parents, college news, well wishes, announcements, student congratulations and re tweets of positive messages/pictures
Twitter – how to use it
•Create a twitter profile •Strategically build your following•Listorious, twellow, #hashtags•Tweet events•Tweet promotions, offers
www.webyogi.co.uk
Twitter case study
Youtube
• 2nd largest search engine• Use your keywords when uploading a video• Spread your videos across the internet• Brand your account• Create a series of videos• Build a network
Youtube case study
http://www.youtube.com/watch?gl=GB&v=kpEcCjpbm5w
Flickr
Photostreams on Flickr are a nice way to focus on special events sponsored by your college or held on your campuses.
Flickr
Flickr – What can you do?
• Search for your institution name in Flickr • Create a Flickr group (e.g Amherst College) gather
existing users and ask them to post pics of your college
• Discover great photos for your next publications• Launch a contest and invite users to post their
best shots about your institution• The winners could have their photos published on
your website or in your next magazine…
LinkedIn is perhaps one of the most effective social media platforms for business to business networking.
•Create a solid company profile•Join several groups and become involved•Connect with specialist employers •Ask and answer questions •Give and ask for recommendations•Ask for introductions
www.webyogi.co.uk
Q+A Sites
Questions & Answers
www.webyogi.co.uk
Which channels right for my business?
• Blogger outreach• Video• Local search marketing• Mobile marketing• Groupon/offer sites• Corporate web site• Free content (ebookswhite
papers)• Online communities• Webinars• Podcasts
• Display Advertising• Email Marketing• Pay-Per-Click Advertising (PPC)• Online Public Relations• Search Engine Optimization
(SEO)• Affiliate Marketing• Social Media Marketing • Viral Content Campaigns• Conversion Rate Optimization • Blogging/Microblogging
www.webyogi.co.uk
It depends on business objectives & audiences!
• Brand awareness• Web traffic• Online course bookings• Recruitment• Sales• Leads• Promotion • Reputation management• Public relations
What makes a good Social Media Campaign ?
Old Spice “Smell Like a Man, Man.” Old Spice spokesman Isaiah Mustafa was an interactive online hit responding to questions submitted by fans on Twitter in 180 Web videos.
He proposed marriage to one fan's
girlfriend. She accepted.
From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author - Victoria Taylor – 8/17/2010
What makes a good Social Media Campaign ?
A. Buzz, participation & engagement
These types of content are popular…..
• How to’s • Asking questions • Competitions • Quizzes• Polls• Widgets• White Papers• Viral games- farmville
What’s Hot in Social Media?
Source: Social Media and Online PR Report, Econsultancy & bigmouthmedia
www.webyogi.co.uk
Juicy Social media links – yum !
You’ll love these links!
• Hubspot inbound marketing blog – Marketing Resources for small businesses: strategic Internet marketing tips and links to much more.
• Social Media Examiner – Social Media Examiner is a free online magazine designed to help businesses discover how to best use social media tools
• Mashable – Social Media news blog covering cool new websites and social networks
• Duct tape marketing blog – Small business • marketing coaching and consulting ideas &
strategies that are simple & effective.
DemographicsWhere do people go online & what
do they do?
www.webyogi.co.uk
Who is using which sites?
Source : Flowtown
http://www.forrester.com/empowered/tool_consumer.html
Forrester research – Use this tool!
!8-24 yr olds in the UK tend to be Joiners & Spectators
Joiners like•Facebook•Myspace
Spectators like•Blogs•Video•Forums•reviews
http://www.forrester.com/rb/research
How people behave online
• Creators• Critics• Collectors• Joiners• Spectators• Inactives
Content Marketing
Text – where people put across views, opinions or write blog posts.
Images – images and photos
Audio – social media enables you create podcasts or radio shows
Video – video sites mean that you can record entertaining videos for the world to see.
Check out : http://www.junta42.com/content-marketing-playbook.aspx
Information highway…
www.webyogi.co.uk
Create more highways… through content
• SEO (people link to great content)
– More Visitors
– More Google links
• Social Media (people share great content)
– Word-of-Mouth
– Develop Relationships
• On & offline tactics• Timely• SEO• Social media – networks, content, blog• Online PR• Strategy & campaign plan• Measurement
Digital Marketing plan….
The Digital Marketing Mix
Start with your business/website goals and create valuable content for your audiences
Research your online landscape for the most appropriate marketing mix for your digital strategy
Use web analytics, on and offline conversion tracking and optimisation to measure campaigns
Implement the tactics that fit your business goals best.
www.webyogi.co.uk
• Research what your target audiences are searching for on Google
• Listen, engage and participate through social media• Develop an digital marketing plan that meets business
objectives & customer needs• Optimise your web content to meet Google best practice• Create and distribute content that will promote your
expertise and drive targeted traffic to your website • Implement content & link building strategies to help you
achieve high Google rankings• Measure your activities through web analytics
See : How to write an online marketing plan
8 Steps to digital marketing success….
www.webyogi.co.uk
• Digital marketing consultancy• SEO & Social Media audits• In-house Training & Workshops• Twitter, Facebook, Linkedin for business
courses• Online campaigns & PR management
Services
www.webyogi.co.uk
Connect with Webyogi….
Email : [email protected]: www.webyogi.co.ukWays to Connect:Twitter: @webyogiLinkedIn: http://www.linkedin.com/in/yvettebordleyFacebook: webyogidigitalmarketing
![Portfolio Committee on Higher Education and Training Meeting Further Education and Training Colleges Amendment Bill [B24-12] 08 August 2012 Parliament,](https://img.pdfslide.net/doc/110x75/56649da65503460f94a91662/portfolio-committee-on-higher-education-and-training-meeting-further-education.jpg)
