Eaquals International Conference, Lisbon, 21 – 23 April 2016

Digital Marketing Self-AssessmentPresented by Philippe TazaHigher Education Marketing

www.eaquals.org

Agenda• Identifying target audiences• Using Google Analytics to track and measure results• Researching and identifying relevant SEO keywords• Leveraging multi-language content• Social media suggestions and analytics• Using Pay-per-Click (PPC) to generate quality leads• Are you ready for the mobile generation• Generating inquiries and following up

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Target audiences and goals

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Develop personas

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Setup your website goals

Eaquals International Conference, Lisbon, 21 – 23 April 2016

The Channels report under Acquisition, gives you macro level insights into the various channels you are using to attract traffic to your website.

The channels report

Eaquals International Conference, Lisbon, 21 – 23 April 2016

• Organic: SEO Traffic from search engines• Email: links in email campaigns• Direct: users enter the URL directly in the

browser• Referral: traffic from other sites yours is linked

on• Social: Facebook, Twitter, LinkedIn, etc.• Paid Search: Google AdWords, Bing ads, etc.

What are the main channels?

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Benchmark your current marketing activity and results

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Month over Month Website Goals

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Eaquals International Conference, Lisbon, 21 – 23 April 2016

• Measure your Organic Search Traffic• Identify new international keywords• Use the correct information architecture• Use international targeting

in Webmaster tools • Translate and optimize

Start with SEO

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Year over Year SEO Traffic

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Year over year comparison is very useful to measure the health of your SEO Traffic and conversions from that channel

Keyword Research

https://www.google.com/adwords

Eaquals International Conference, Lisbon, 21 – 23 April 2016

International Targeting - Language

https://www.google.com/webmasters

<link rel=”alternate” href=”http://ca.example.com” hreflang=”en-ca” /> English in  Canada<link rel=”alternate” href=”http://it.example.com/” hreflang=”it-it” /> Italian in Italy<link rel=”alternate” href=”http://mx.example.com/” hreflang=”es-mx” /> Spanish in Mexico

Eaquals International Conference, Lisbon, 21 – 23 April 2016

International Targeting - Country

https://www.google.com/webmasters

Set in Webmaster Tools 1 profile and Country Target per Subdomain:

http://ca.example.com/ Target Canadahttp://it.example.com/ Target Italyhttp://mx.example.com/ Target Mexico

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Evaluate your Organic Search Queries

https://www.google.com/webmasters

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Understand your keyword rankings by country

https://www.google.com/webmasters

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Plan for search globally, target locally

For country specific data:http://ptgmedia.pearsoncmg.com/images/9780789747884/supplements/9780789747884_appC.pdf

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Develop Multi-language Content

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Use the correct architecture when developing multi-language content

This website uses the subdomain approach to separate the multi-language content

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Use the correct architecture when developing multi-language content

This website uses the top level domain - TLD approach to separate the multi-language content

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Develop Content for Target Countries

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Use Video Testimonials to Engage Prospects

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Articulate Your School’s Social Media Goals

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Audience targeted news

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Student testimonials

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Contest and quizzes

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Social activity directed to your website

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Facebook demographic and location stats

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Facebook post reach and engagement

Eaquals International Conference, Lisbon, 21 – 23 April 2016

YouTube traffic sources report

Eaquals International Conference, Lisbon, 21 – 23 April 2016

YouTube search report

Eaquals International Conference, Lisbon, 21 – 23 April 2016

YouTube demographic insights

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Why paid Search?

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Set your Country Targeting in Google AdWords

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Set your Languages in Google AdWords

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Use responsive landing pagesfor your campaigns

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Consider localizing yourGoogle AdWords campaigns

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Use Adwords Day Parts

• Be smart about setting your account’s time zone.

• Target your ads when they are the most effective.

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Slide 44

Google AdWords mobile conversions

• Be sure to segment your AdWords activity by device or you may have some surprises!

• Adjust the mobile and tablets bids based on performance and goals

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Is your site mobile friendly?

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Find out here

• www.google.com/webmasters/tools/mobile-friendly

Eaquals International Conference, Lisbon, 21 – 23 April 2016

http://searchengineland.com/library/google/google-mobile-friendly-update

Why mobile?

• 31% mobile traffic• 25% of website goals

Eaquals International Conference, Lisbon, 21 – 23 April 2016

What’s your Mobile traffic like by country

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Make use of calls to actions on your website

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Make multi-language advisors available

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Use Online Chat to Talk with Prospects

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Offer Skype Sessions

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Do you have a CRM system to manage your potential student inquiries?

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Priorities and recommendations for your International digital marketing

• Identify Benchmarks, set new Goals• Invest in SEO• Develop content aimed at international students• Use international PPC lead gen campaigns• Get mobile NOW!• Follow up with your leads!

Eaquals International Conference, Lisbon, 21 – 23 April 2016

I’m easy to reach:

Philippe TazaTel: 514-312-3968 ext:104

ptaza@higher-education-marketing.com www.higher-education-marketing.comhttps://twitter.com/PhilippeTaza

Have questions about International Recruitment?

Eaquals International Conference, Lisbon, 21 – 23 April 2016