Improve your International Recruitment Results with a Digital Marketing Assessment

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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