top 5 mistakes in online marketing for higher ed
TRANSCRIPT
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Top Five Strategic Mistakes in
Online Marketing
Megan Anderson, Western Michigan University
Jon Horn, JMH Consulting
JMH Consulting
Higher Education firm
Online marketing
Recruitment & Retention
Non-credit certificates
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Expanding the reach of higher education
Western Michigan University
Main Campus – Kalamazoo, Michigan• 24,300 students
• Approx. 240 degree programs
• Nearly 1,300 acres
• Carnegie Foundation – research university
• Two new “schools”
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Continuing Education
Extended University Programs• Nine regional locations
• Approx. 40 degree programs (15 online)
• University Studies
• Osher Lifelong Learning Institute
• Professional Development
5 common mistakes
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How to track
• Digital tracking with URL builder
• CRM
http://www.wmich.edu/extended/univstudies/?
utm_source=google&
utm_medium=cpc&
utm_term=degree_completion&
utm_campaign=UNIVSTUD
Tracking code in CRM
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What you get
Lead source
16
2 21 1 1 1 1 1
0 0
11
1 10
10
2
0 01 1
Prospect-Indicated Lead Source
Google Bing
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Results of tracking
• Spending more effectively
• Eliminating what doesn’t work
• Managing marketing costs
• More confident in decision-making
• People can’t argue with data
• Progress toward goal
Focusing on the wrong metrics! 2
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Identify campaign goals
Awareness
Impressions
CPM
CTR
Traffic
Clicks
Cost per click
Click to inquiry conversion rate
Lead generation
Inquiries
Cost per inquiry
Inquiry to enrollment conversion rate
Enrollment
Students
Cost per student
Generate awareness
Impressions
(millions)CPM CTR
Bing Paid Search 1.5 $26.36 0.98%
Facebook 268 $0.27 0.02%
Google Display 85 $0.98 0.09%
Google Paid Search 2.8 $70.91 1.78%
LinkedIn 27 $1.25 0.05%
Total 384 $ 1.12 0.06%
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Increase website traffic
Clicks (Visits) CPC Click to inquiry
conversion rate
Bing Paid Search 15,166 $2.69 4.7%
Facebook 64,411 $1.13 1.1%
Google Display 78,445 $1.07 1.4%
Google Paid Search 50,393 $3.99 6.5%
LinkedIn 12,423 $2.67 6.0%
Total 220,838 $1.95 3.0%
Generate leads
Inquiries Cost per Inquiry
Inquiry to
enrollment
conversion rate
Bing Paid Search 706 $57.80 ???
Facebook 676 $107.47 ???
Google Display 1,094 $76.46 ???
Google Paid Search 3,291 $61.07 ???
LinkedIn 744 $44.63 ???
Total 6,511 $66.24 ???
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WMU example of wrong metrics
• Early AdWords (circa 1997)
Boss: How is the AdWords campaign going?
Marketing: Great! We’ve had 532 clicks in the last six months.
Boss: So you think we should stick with it?
Marketing: Definitely! We’re only paying $3.44 a click. That’s so much cheaper than a larger print ad.
WMU example of correct metrics
• Recent AdWords (fast forward to FY2013-14)
Boss: How is the AdWords campaign going?
Marketing: Great! Of the 432 clicks in the last six months, 29 of them have inquired. Our conversion rate is 6.76%... One of our highest.
Boss: So you think we should stick with it?
Marketing: Definitely! We do see a cost per inquiry at about $132, so we’d like to try and tweak the campaign to bring it down.
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Talking like a robot! 3
Be engaging
• Why it’s important
• Tips
• Get to the point
• Use subheads
• Avoid jargon
• Use bulleted lists
• Put most important info first
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Copy examples
FormalApplicants should contact the Registrar of each school attended, requesting that an official transcript be sent either to the student or to the Office of Graduate Admissions directly. If the student chooses to submit the transcripts, they must be sent in their original sealed envelopes. Any applicant still taking courses or completing a program at the time of application ….
ConversationalContact the Registrar of each school you've attended and request that an official transcript be sent either to you or to the Office of Graduate Admissions directly. If you receive the transcripts, submit them to the Office of Graduate Admissions in the original sealed envelopes. If you are still completing another degree when applying here …
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Masters in Emergency Management
Crisis managers Firefighters
Emergency respondersDisaster managers
University Studies
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# 2 - Decision cycle
• Custom message based on decision cycle
• Inquiry stage vs. application stage
• First response vs. fourth response
WMU e-mail outline
Key program details
•Learn more
Tie program to career goals
•Make an advising appointment
Faculty experts
•Download whitepaper
Earn a credential
•Application fee paid with advisor appt
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EUP website stats
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2014
Mobile Tablet Desktop
Adapting marketing by device
1 out of 3 website visitors now use a mobile device.
• Layout adjustments
• Load speed
• Touch interface
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See an ad on
facebookSee 5 more ads on
Click on
Facebook ad
Arrive on
landing pageReceive a postcard
about program
Leave landing
pageSearch on Google
Click on paid
search ad
Arrive on
landing page
Leave landing
page
Complete formReceive series
of emails
Receive calls from
admissions
Ignore calls
Talk with
admissions
Attend info
session
Talk with
admissions
Enroll
Receive
series of
emails
Become nervous
about enrolling
Talk with admissions about
whether this program is
really, really going to help
meet long-term goals
Get approved for
financial aid
Search on Bing
Click on organic
listing
Visit program
website
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Wrapping up
5 strategic mistakes
1. Not tracking marketing dollars
2. Focusing on the wrong metrics
3. Talking like a robot
4. Treating Jane Doe like John Six Pack
5. Not adapting for multiple devices
* Marketing like its 2012
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Questions?
Megan Anderson
Associate Director of Marketing,
Extended University Programs at WMU
• (269) 387-4120
Jon Horn
CEO, JMH Consulting
Checklist of best practices
Do your online ads contain tracking to measure the effectiveness of marketing channels?
Are you spending marketing dollars without tracking the source of your leads and students?
Are you using personal, informal language when communicating with new prospects?
Does your imagery and messaging adapt appropriately for each audience you target?
Does your message and call-to-action change based on an individuals point in their decision cycle?
Does your website layout change based on the device people use to access your site?
Do your pages load quickly and correctly on mobile devices?
Are your forms and other interactive devices sized for touch-based interfaces?
Are you tailoring message content to prospects depending on their decision point?