improve your international student recruitment with a digital marketing assessment
DESCRIPTION
This is the presentation of our webinar on international recruitment. A webinar that is a results-focused look into international student recruitment, providing step-by-step solutions for understanding your present marketing efforts and implementing improvements.TRANSCRIPT
Improve your International Recruitment Results
with a Digital Marketing Assessment
Slide 1
Philippe Taza CEO
Higher Education [email protected]
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
> WES Report
http://wenr.wes.org/2014/10/bridging-the-digital-divide-segmenting-and-recruiting-international-millennial-students/
Improve your International Recruitment Results
with a Digital Marketing Assessment
> International Student Recruitment Channels
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 International Conversions by Country
Improve your International Recruitment Results
with a Digital Marketing Assessment
> Benchmark your International Traffic by Channel
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• Email & Campaign Tagging
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
> Start with SEO
• Identify new international keywords• Use the correct information architecture• Translate and optimize• Use International Targeting in
Webmaster tools
Improve your International Recruitment Results
with a Digital Marketing Assessment
> Keyword Research
• Enter keywords that describes your college and programs
• Select the location (s) you are interested in targeting
• Select the language (s) you are planning to target
• Use search volume as an indicator of popularity
Improve your International Recruitment Results
with a Digital Marketing Assessment
> Keyword Research
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
> Plan for search globally, target locally
For country specific data:http://ptgmedia.pearsoncmg.com/images/9780789747884/supplements/9780789747884_appC.pdf
Improve your International Recruitment Results
with a Digital Marketing Assessment
> 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
Improve your International Recruitment Results
with a Digital Marketing Assessment
> 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
Improve your International Recruitment Results
with a Digital Marketing Assessment
> International Search Queries
https://www.google.com/webmasters/
Improve your International Recruitment Results
with a Digital Marketing Assessment
> Evaluate your keyword rankings by country
https://www.moz.com/
Improve your International Recruitment Results
with a Digital Marketing Assessment
> Should you Develop Multi-language Content?
Improve your International Recruitment Results
with a Digital Marketing Assessment
> Use Video Testimonials to engage prospects
Improve your International Recruitment Results
with a Digital Marketing Assessment
> Use Video Testimonials to engage prospects
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
> Understand the mobile marketplace
https://www.youtube.com/watch?v=jA-UBKU05cI
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 from international prospective students
Improve your International Recruitment Results
with a Digital Marketing Assessment
> Identify international recruitment conversions coming 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
> Set your Country Targeting in Google AdWords
Improve your International Recruitment Results
with a Digital Marketing Assessment
> Set your Languages in Google AdWords
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
> 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 and consider a multilingual approach• 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:[email protected] www.higher-education-marketing.comhttps://twitter.com/PhilippeTaza
Want to discuss your digital marketing?