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DIGITAL MARKETING
STRATEGY©ROBERTE.JOHNSON,PH.D.2015
Bob Johnson, Ph.D.
AMA Symposium for the Marketing of Higher Educatio...
Who is Bob Johnson?
• Specialty: online marketing communications
• “Top Task” research partner w/Gerry McGovern
at Custome...
LET’S START…
Bob Johnson Consulting, LLC ... @HighEdMarketing 3
OUR GOALS TODAY…
Attend to the top element… your website.
Focus on what’s most important… top tasks.
Plan what’s most effe...
8 top elements of digital marketing…
http://unbounce.com/noob-guide-to-online-marketing-infographic/
• Email marketing
• L...
Does digital advertising work?
https://marketoonist.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 6
Your answer to this question?
https://emma.uberflip.com/h/
Bob Johnson Consulting, LLC ... @HighEdMarketing 7
The need for speed…
• “Attention spans have been dropping
steadily, and this is particularly the case for
Millennials. A M...
Goldfish set a high bar for speed…
https://marketoonist.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 9
Stealth at the graduate level…
http://bit.ly/1KjXFTT
Bob Johnson Consulting, LLC ... @HighEdMarketing 10
Marketer’s content marketing guide…
http://bit.ly/1KjXFTT
Bob Johnson Consulting, LLC ... @HighEdMarketing 11
OUR STRATEGY…
A self-generated inquiry is the best inquiry.
Advertising to increase conversion is more
important than adve...
IF YOU WANT TO THRIVE
IN DIGITAL MARKETING…
8 Points to Remember.
Bob Johnson Consulting, LLC ... @HighEdMarketing 13
LOVE YOUR WEBSITE
Your website is (still) the core of
everything.
Bob Johnson Consulting, LLC ... @HighEdMarketing 14
FOCUS ON TOP TASKS
Focusing on tasks important to the
people who visit your website, social
media, blogs increases brand v...
MAKE SURE LANDING
PAGES WORK
Landing page videos for UCLA and
Northwestern University IMC program
were not working for Fal...
RESPOND RAPIDLY
Rapid response tells people you care
about their interest in you.
First response: <24 hours.
Bob Johnson C...
BE WARY OF
RESPONSIVE DESIGN
By itself, it is not a solution for web
success in the mobile world.
Bob Johnson Consulting, ...
BE SMART ABOUT
CONTENT MARKETING
People don’t respond to typical “brand-
centric” PR content no matter where it
appears.
B...
EMBRACE “BIG DATA”
Essential to deliver the right message
at the right time to the right people.
Bob Johnson Consulting, L...
USE A CRM SYSTEM
Improve your email response content
and ability to track results from paid
media.
Bob Johnson Consulting,...
3 KEY DEFINITIONS
• Marketing strategy.
• Mobile marketing.
• Content marketing.
Bob Johnson Consulting, LLC ... @HighEdMa...
Marketing strategy definition…
• “Marketing strategy is a process that
can allow an organization to
concentrate its limite...
Mobile marketing definition…
•“Mobile Marketing is a set of practices
that enables organizations to
communicate and engage...
Content marketing definition…
•“Content marketing is the marketing
and business process for creating and
distributing rele...
Content marketing elements…
http://idfive.com/marketing-strategy-openedu-marketing-strategy-model/
•If content is not “rel...
Outbound marketing in a digital world…
• Email marketing
• Banner ads
• Google Adwords
• Retargeting ads
• Native ads
• Di...
YOUR WEBSITE IS YOUR
MOST IMPORTANT
ONLINE ELEMENT
Think mobile.
But don’t forget the large screen.
Bob Johnson Consulting...
Desktop engagement beats mobile…
http://www.marketingsherpa.com/article/chart/content-engagement-by-industry
• A lesson fo...
Influential sources of information…
Ruffalo Noel Levitz E-expectations survey, 2015
Bob Johnson Consulting, LLC ... @HighE...
To answer a question…
Ruffalo Noel Levitz E-expectations survey, 2015
Bob Johnson Consulting, LLC ... @HighEdMarketing 31
KEEP. IT. SIMPLE.
What do most people
want from your website?
Fast task completion.
Bob Johnson Consulting, LLC 32
THE GOLDEN RULE…
<5 seconds to connect
as a page opens.
Bob Johnson Consulting, LLC 33
Attention to Jakob Nielsen…
http://www.nngroup.com/articles/university-sites/
Top 10 Design Guidelines… My favorites…
• #5...
Top tasks for future students…
• Top tasks at the start…
• Find the programs you offer.
• Visit the academic program(s) of...
Not top tasks for future students…
• Try not to clutter a web page with obstacles
to a smooth task completion journey:
• R...
Find top tasks via “search”?
http://www.xavier.edu/
Bob Johnson Consulting, LLC ... @HighEdMarketing 37
Tasks grouped by recruitment cycle…
http://www.esu.edu/admissions/index.cfm
Bob Johnson Consulting, LLC 38
Top tasks for specific department…
http://studyabroad.arcadia.edu/
Bob Johnson Consulting, LLC ... @HighEdMarketing 39
Rapid cost estimator…
http://www.wellesley.edu/admission/affordable/myintuition
Bob Johnson Consulting, LLC ... @HighEdMar...
Online transfer credit information…
https://www.franklin.edu/transfer-credit-college-course-equivalency-tool
Bob Johnson C...
Responsive design is not a panacea…
http://www.ucsd.edu/
Bob Johnson Consulting, LLC ... @HighEdMarketing 42
Critical decision: words or photo first?
http://www.ucsd.edu/
Bob Johnson Consulting, LLC 43
Let Google help you…
https://developers.google.com/speed/pagespeed/insights/
Bob Johnson Consulting, LLC 44
INQUIRY FORM SUCCESS
SECRET…
Keep it short & simple.
Resist database tyranny.
Bob Johnson Consulting, LLC ... @HighEdMarke...
Key step to higher inquiry capture…
http://online.gannon.edu/request-more-information
Bob Johnson Consulting, LLC 46
Professional schools keep it simple…
http://bit.ly/1aDruV9
Bob Johnson Consulting, LLC 47
Give people a reason to use your form…
Cornell University
• "Join our contact list
and receive emails,
electronic invitati...
An unusual auto response…
https://www.findlay.edu/admissions/Request-Info
EMAIL RESPONSE
MARKETING…
Mobile friendly.
Personal.
Quick to scan.
Bob Johnson Consulting, LLC ... @HighEdMarketing 50
7 key points…
• Subject line: Use the name of your school.
• Be personal… Use the student’s name.
• If you ask for persona...
This is good…
Bob Johnson Consulting, LLC 52
This is not so good…
Bob Johnson Consulting, LLC 53
A “WAR ON
ADVERTISING”…
The growth of ad-blocking software.
Bob Johnson Consulting, LLC ... @HighEdMarketing 54
“Spray and pray” ads don’t work…
https://marketoonist.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 55
And ad-blocking software grows…
https://marketoonist.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 56
Social media advertising dilemma…
• “Social media is a very personal experience
for most users and it is not clear yet jus...
Steady growth in online advertising…
http://bit.ly/1JsVKMX
Bob Johnson Consulting, LLC 58
Some teens will respond to ads…
Noel-Levitz E-expectations survey, 2014
Bob Johnson Consulting, LLC ... @HighEdMarketing 59
Recognition is the ad response key…
Noel-Levitz E-expectations survey, 2014
Bob Johnson Consulting, LLC ... @HighEdMarketi...
The “war on advertising”…
https://adblockplus.org/…………http://bit.ly/1PM5nv7
Ad blocking software… Is very popular…
• 58% o...
You can survive an ad-blocker…
https://adblockplus.org/en/acceptable-ads#criteria
Bob Johnson Consulting, LLC ... @HighEdM...
IAB now encourages “leaner” ads…
http://www.theatlantic.com/technology/archive/2015/10/are-the-ad-blocking-wars-already-ov...
CUSTOM ADVERTISING…
The Facebook example…
Targeting your current audience on a
mass media site.
Bob Johnson Consulting, LL...
Creating a “custom audience”…
https://www.facebook.com/business/a/online-sales/custom-audiences
• Conversion ads to move
p...
Your selectivity options…
Bob Johnson Consulting, LLC ... @HighEdMarketing 66
Create a “customer” custom list…
Bob Johnson Consulting, LLC ... @HighEdMarketing 67
Based on people already on record…
Bob Johnson Consulting, LLC ... @HighEdMarketing 68
Advertising for campus visits…
Bob Johnson Consulting, LLC ... @HighEdMarketing 69
Or create a “Lookalike” audience…
• Important…
• You can use geographic
selection to narrow a
“Lookalike” audience for
• p...
(1) Create your ad, visual…
Bob Johnson Consulting, LLC ... @HighEdMarketing 71
(2) Create your ad, text…
https://www.facebook.com/business/news/lead-ads
Bob Johnson Consulting, LLC ... @HighEdMarketing...
Our landing page…
https://www.calvin.edu/offices-services/financial-aid/affordability
Bob Johnson Consulting, LLC 73
Change in conversion tracking… 2016
https://www.facebook.com/business/help/651294705016616/
Bob Johnson Consulting, LLC .....
“Lead ads” for easier form completion
https://www.facebook.com/business/news/lead-ads-launch
Bob Johnson Consulting, LLC ....
An article to get started…
http://www.socialmediaexaminer.com/facebook-custom-audiences-for-increased-reach
Bob Johnson Co...
RETARGETED
ADVERTISING
Creepy to some…
Successful to others.
Bob Johnson Consulting, LLC ... @HighEdMarketing 77
The retargeting trail…
Bob Johnson Consulting, LLC 78
Lucid agency asks 5 questions…
http://bit.ly/TjUlOz
• Do you have an online marketing budget of at least a
$1,000 dollars ...
RETARGETING MESSAGE
STRATEGY…
Focus on academic program page (or
series of pages) visited.
But you can select any page you...
Retarget for individual programs…
http://onlinemba.neu.edu/
School home page… M.S. in Finance…
Bob Johnson Consulting, LLC...
Starting with a search in May 2012…
Bob Johnson Consulting, LLC 82
REJ on Flyertalk…
Bob Johnson Consulting, LLC 83
REJ on the Washington Post…
http://wapo.st/HfuLaY
Bob Johnson Consulting, LLC 84
REJ on a automobile forum…
Bob Johnson Consulting, LLC 85
Explore retargeting specialists…
https://blog.kissmetrics.com/remarketing-and-retargeting-services/
• AdRoll
• Chango
• Pe...
Targeting options…
• Worldwide
• U.S.
• Custom locations
• U.S. zip codes only
• Country
• Region
• Metro or city
Bob John...
Use AdWords? Check Google first…
https://support.google.com/adwords/answer/2454000?hl=en
Bob Johnson Consulting, LLC 88
LANDING PAGES…
Repeat & Reinforce the Ad Message.
Use short & simple forms.
Bob Johnson Consulting, LLC ... @HighEdMarketi...
Landing page for a retargeting ad…
http://bit.ly/1GNygXN
Bob Johnson Consulting, LLC ... @HighEdMarketing 90
Skip the dense text block…
http://bit.ly/1RDEycV
Bob Johnson Consulting, LLC ... @HighEdMarketing 91
BRANDING ACROSS
SOCIAL MEDIA
Augustana University…
Consistent brand message.
On every social media site.
Bob Johnson Consu...
On Facebook…
https://www.facebook.com/AugustanaSD/info/?tab=overview
• “Augustana University
is a community where
challeng...
“Exceptional Value” also on Pinterest…
• “Augustana College
(SD) is a community
where challenging
academics, a caring
envi...
On Twitter…
• “Augustana College
(Augie) campus &
student life - where
challenging
academics, a caring
environment &
reaso...
And on Instagram…
• “Augustana College
(SD) Official
Augustana College
(Augie) campus &
student life —
challenging
academi...
And on LinkedIn…
• Opening text notes
“reasonable cost” and
“exceptional value.”
• “See more” includes
URL (not live link)...
IN THE (NEAR) FUTURE…
Bob Johnson Consulting, LLC ... @HighEdMarketing 98
Future opportunities & challenges…
http://bit.ly/1p6wzqm
Bob Johnson Consulting, LLC ... @HighEdMarketing 99
Extraordinary speed…
• “In 2000, “the first ads we wrote for Oracle were
about 7 seconds. If the consumer was online and
d...
A verbal search future…
https://support.google.com/chrome/answer/1331723?hl=en
• In the mobile world, no
need to touch
any...
More video content…
http://www.startstorytelling.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 102
Growth hacker marketing is buzzing…
The book… The course…
Bob Johnson Consulting, LLC ... @HighEdMarketing 103
WRAPPING UP…
STRATEGY POINTS FOR
SUCCESS
Bob Johnson Consulting, LLC ... @HighEdMarketing 104
Digital strategy steps…
• First website impression is critical…
• Top tasks from customer viewpoint.
• Abandon “marketing ...
An underused strategy element…
• Academic program interest of potential
students as the starting place…
• Use academic pro...
THANKS FOR BEING
HERE IN CHICAGO!
Bob Johnson, Ph.D.
bob@bobjohnsonconsulting.com
www.bobjohnsonconsulting.com
@highedmark...
DIGITAL MARKETING
RESOURCES
12 sites and subscriptions to add to
your kit bag.
Bob Johnson Consulting, LLC ... @HighEdMark...
Stay current with ClickZ…
http://www.clickz.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 109
Social Media Examiner…
http://www.socialmediaexaminer.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 110
Search Engine Watch…
http://searchenginewatch.com/
Bob Johnson Consulting, LLC 111
Content Marketing Institute…
http://contentmarketinginstitute.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 112
Pew “Internet & Tech” research…
http://www.pewinternet.org/
Bob Johnson Consulting, LLC ... @HighEdMarketing 113
Customer Carewords…
http://www.customercarewords.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 114
Internet Advertising Bureau…
http://www.iab.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 115
Industry self-regulation…
http://www.aboutads.info/
Bob Johnson Consulting, LLC 116
To watch U.S. legalities…
http://1.usa.gov/1oiQJLP
Bob Johnson Consulting, LLC ... @HighEdMarketing 117
“Secret guide” to CRM selection…
http://bit.ly/1xGPtfw
Bob Johnson Consulting, LLC ... @HighEdMarketing 118
And weekly Google searches…
Bob Johnson Consulting, LLC 119
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Digital Marketing Strategy

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The 2015 AMA digital marketing strategy tutorial puts emphasis on converting inquiries already in hand from potential students rather than creating new inquiries. The strategy: don't go looking for new sources of gold to mine until you have extracted as much as possible from the gold mine you already own.

Website design for top task completion has center-stage as the first experience most people will have with a school where they might enroll. An advertising section focuses on custom and "look alike" options and retargeting, with a review of the growing dangers of ad blocking on mobile. Landing pages and email marketing are also included.

Publié dans : Business
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Digital Marketing Strategy

  1. 1. DIGITAL MARKETING STRATEGY©ROBERTE.JOHNSON,PH.D.2015 Bob Johnson, Ph.D. AMA Symposium for the Marketing of Higher Education Chicago, IL November 15-18, 2015 Bob Johnson Consulting, LLC ... @HighEdMarketing 1
  2. 2. Who is Bob Johnson? • Specialty: online marketing communications • “Top Task” research partner w/Gerry McGovern at Customer Carewords, Ltd, Dublin, Ireland. • 82 higher education clients since 2006. • “Your Higher Education Marketing Newsletter”… monthly to 3,350+ subscribers. • @highedmarketing… 7,000+ Twitter followers. • “Higher Education Marketing” blog. • Symposium for the Marketing of Higher Education… chair, 1994 to 2003. Bob Johnson Consulting, LLC ... @HighEdMarketing 2
  3. 3. LET’S START… Bob Johnson Consulting, LLC ... @HighEdMarketing 3
  4. 4. OUR GOALS TODAY… Attend to the top element… your website. Focus on what’s most important… top tasks. Plan what’s most effective… targeted messages. Elevate a key online ingredient… speed. Adopt a strategy goal… increase conversions. Bob Johnson Consulting, LLC ... @HighEdMarketing 4
  5. 5. 8 top elements of digital marketing… http://unbounce.com/noob-guide-to-online-marketing-infographic/ • Email marketing • Lead gen • Organic search • Conversion optimization • Analytics • Content marketing • Pay-per-click ads • Social media marketing Bob Johnson Consulting, LLC ... @HighEdMarketing 5
  6. 6. Does digital advertising work? https://marketoonist.com/ Bob Johnson Consulting, LLC ... @HighEdMarketing 6
  7. 7. Your answer to this question? https://emma.uberflip.com/h/ Bob Johnson Consulting, LLC ... @HighEdMarketing 7
  8. 8. The need for speed… • “Attention spans have been dropping steadily, and this is particularly the case for Millennials. A Microsoft study found that the average attention span was 12 seconds in 2000 and by 2014 had dropped to 8 seconds. (The attention span of a goldfish is 9 seconds.)” • Gerry McGovern, Digital Transformation, a new book in progress for 2016. Bob Johnson Consulting, LLC ... @HighEdMarketing 8
  9. 9. Goldfish set a high bar for speed… https://marketoonist.com/ Bob Johnson Consulting, LLC ... @HighEdMarketing 9
  10. 10. Stealth at the graduate level… http://bit.ly/1KjXFTT Bob Johnson Consulting, LLC ... @HighEdMarketing 10
  11. 11. Marketer’s content marketing guide… http://bit.ly/1KjXFTT Bob Johnson Consulting, LLC ... @HighEdMarketing 11
  12. 12. OUR STRATEGY… A self-generated inquiry is the best inquiry. Advertising to increase conversion is more important than advertising to increase leads. Bob Johnson Consulting, LLC ... @HighEdMarketing 12
  13. 13. IF YOU WANT TO THRIVE IN DIGITAL MARKETING… 8 Points to Remember. Bob Johnson Consulting, LLC ... @HighEdMarketing 13
  14. 14. LOVE YOUR WEBSITE Your website is (still) the core of everything. Bob Johnson Consulting, LLC ... @HighEdMarketing 14
  15. 15. FOCUS ON TOP TASKS Focusing on tasks important to the people who visit your website, social media, blogs increases brand value. Bob Johnson Consulting, LLC ... @HighEdMarketing 15
  16. 16. MAKE SURE LANDING PAGES WORK Landing page videos for UCLA and Northwestern University IMC program were not working for Fall 2014 ads. Bob Johnson Consulting, LLC ... @HighEdMarketing 16
  17. 17. RESPOND RAPIDLY Rapid response tells people you care about their interest in you. First response: <24 hours. Bob Johnson Consulting, LLC ... @HighEdMarketing 17
  18. 18. BE WARY OF RESPONSIVE DESIGN By itself, it is not a solution for web success in the mobile world. Bob Johnson Consulting, LLC ... @HighEdMarketing 18
  19. 19. BE SMART ABOUT CONTENT MARKETING People don’t respond to typical “brand- centric” PR content no matter where it appears. Bob Johnson Consulting, LLC ... @HighEdMarketing 19
  20. 20. EMBRACE “BIG DATA” Essential to deliver the right message at the right time to the right people. Bob Johnson Consulting, LLC ... @HighEdMarketing 20
  21. 21. USE A CRM SYSTEM Improve your email response content and ability to track results from paid media. Bob Johnson Consulting, LLC ... @HighEdMarketing 21
  22. 22. 3 KEY DEFINITIONS • Marketing strategy. • Mobile marketing. • Content marketing. Bob Johnson Consulting, LLC ... @HighEdMarketing 22
  23. 23. Marketing strategy definition… • “Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.” • en.wikipedia.org/wiki/Marketing_strategy Bob Johnson Consulting, LLC ... @HighEdMarketing 23
  24. 24. Mobile marketing definition… •“Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.” • http://www.mmaglobal.com/wiki/mobile- marketing Bob Johnson Consulting, LLC ... @HighEdMarketing 24
  25. 25. Content marketing definition… •“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” • http://contentmarketinginstitute.com/2012/06/co ntent-marketing-definition Bob Johnson Consulting, LLC ... @HighEdMarketing 25
  26. 26. Content marketing elements… http://idfive.com/marketing-strategy-openedu-marketing-strategy-model/ •If content is not “relevant & valuable” these will fail… • Press releases • Monthly newsletter • Email (events, promotions, open houses) • Blog posts • Social media campaigns Bob Johnson Consulting, LLC ... @HighEdMarketing 26
  27. 27. Outbound marketing in a digital world… • Email marketing • Banner ads • Google Adwords • Retargeting ads • Native ads • Direct response display ads • “Custom audience” ads • Group or communal advertising Bob Johnson Consulting, LLC ... @HighEdMarketing 27
  28. 28. YOUR WEBSITE IS YOUR MOST IMPORTANT ONLINE ELEMENT Think mobile. But don’t forget the large screen. Bob Johnson Consulting, LLC ... @HighEdMarketing 28
  29. 29. Desktop engagement beats mobile… http://www.marketingsherpa.com/article/chart/content-engagement-by-industry • A lesson for higher education… • “As a marketer you can increase your customers’ overall engagement with your content by knowing your audience, ensuring the content is relevant to their needs and making it functionally accessible on their customers’ device of choice.” Bob Johnson Consulting, LLC ... @HighEdMarketing 29
  30. 30. Influential sources of information… Ruffalo Noel Levitz E-expectations survey, 2015 Bob Johnson Consulting, LLC ... @HighEdMarketing 30
  31. 31. To answer a question… Ruffalo Noel Levitz E-expectations survey, 2015 Bob Johnson Consulting, LLC ... @HighEdMarketing 31
  32. 32. KEEP. IT. SIMPLE. What do most people want from your website? Fast task completion. Bob Johnson Consulting, LLC 32
  33. 33. THE GOLDEN RULE… <5 seconds to connect as a page opens. Bob Johnson Consulting, LLC 33
  34. 34. Attention to Jakob Nielsen… http://www.nngroup.com/articles/university-sites/ Top 10 Design Guidelines… My favorites… • #5 • “Make it easy to view a list of majors and programs.” • #8 • “Follow the user journey: check the main tasks for each of your audiences.” • #9 • “Beware the perils of making your website ‘cool.’“ Bob Johnson Consulting, LLC 34
  35. 35. Top tasks for future students… • Top tasks at the start… • Find the programs you offer. • Visit the academic program(s) of interest. • Learn what you will cost. • See if your grads are successful (AKA, “outcomes”). • Other important tasks • Who enrolls at this place? • What’s required for admission? • Where are you located? • For transfers (AKA, “adults”) • What credits will transfer? Bob Johnson Consulting, LLC 35
  36. 36. Not top tasks for future students… • Try not to clutter a web page with obstacles to a smooth task completion journey: • Reading mission statements… for the university or for individual administrative departments. • Reading messages from deans and presidents. • Learning when a college was founded. • Scanning news story headlines. • Watching home page carousels unfold. Bob Johnson Consulting, LLC 36
  37. 37. Find top tasks via “search”? http://www.xavier.edu/ Bob Johnson Consulting, LLC ... @HighEdMarketing 37
  38. 38. Tasks grouped by recruitment cycle… http://www.esu.edu/admissions/index.cfm Bob Johnson Consulting, LLC 38
  39. 39. Top tasks for specific department… http://studyabroad.arcadia.edu/ Bob Johnson Consulting, LLC ... @HighEdMarketing 39
  40. 40. Rapid cost estimator… http://www.wellesley.edu/admission/affordable/myintuition Bob Johnson Consulting, LLC ... @HighEdMarketing 40
  41. 41. Online transfer credit information… https://www.franklin.edu/transfer-credit-college-course-equivalency-tool Bob Johnson Consulting, LLC ... @HighEdMarketing 41
  42. 42. Responsive design is not a panacea… http://www.ucsd.edu/ Bob Johnson Consulting, LLC ... @HighEdMarketing 42
  43. 43. Critical decision: words or photo first? http://www.ucsd.edu/ Bob Johnson Consulting, LLC 43
  44. 44. Let Google help you… https://developers.google.com/speed/pagespeed/insights/ Bob Johnson Consulting, LLC 44
  45. 45. INQUIRY FORM SUCCESS SECRET… Keep it short & simple. Resist database tyranny. Bob Johnson Consulting, LLC ... @HighEdMarketing 45
  46. 46. Key step to higher inquiry capture… http://online.gannon.edu/request-more-information Bob Johnson Consulting, LLC 46
  47. 47. Professional schools keep it simple… http://bit.ly/1aDruV9 Bob Johnson Consulting, LLC 47
  48. 48. Give people a reason to use your form… Cornell University • "Join our contact list and receive emails, electronic invitations to programs, and important admission updates by completing the form below." American University • “To receive additional information for Undergraduate Programs at American University, please complete and submit the following form. To use this form, you must have Java script enabled in your web browser. AU is sensitive to privacy issues and will not sell or otherwise distribute information obtained from this form. If your browser does not support forms, send mail to afa@american.edu to request application materials.” Bob Johnson Consulting, LLC 48
  49. 49. An unusual auto response… https://www.findlay.edu/admissions/Request-Info
  50. 50. EMAIL RESPONSE MARKETING… Mobile friendly. Personal. Quick to scan. Bob Johnson Consulting, LLC ... @HighEdMarketing 50
  51. 51. 7 key points… • Subject line: Use the name of your school. • Be personal… Use the student’s name. • If you ask for personal information, use it • Especially academic program interest • Use space between paragraphs! • Be personal… Close with the name of a real person. • Consistent schedule… at least weekly. • Consistent design format. Bob Johnson Consulting, LLC 51
  52. 52. This is good… Bob Johnson Consulting, LLC 52
  53. 53. This is not so good… Bob Johnson Consulting, LLC 53
  54. 54. A “WAR ON ADVERTISING”… The growth of ad-blocking software. Bob Johnson Consulting, LLC ... @HighEdMarketing 54
  55. 55. “Spray and pray” ads don’t work… https://marketoonist.com/ Bob Johnson Consulting, LLC ... @HighEdMarketing 55
  56. 56. And ad-blocking software grows… https://marketoonist.com/ Bob Johnson Consulting, LLC ... @HighEdMarketing 56
  57. 57. Social media advertising dilemma… • “Social media is a very personal experience for most users and it is not clear yet just how much advertising they will tolerate from this medium.” • “Mobile social advertising makes quantum leap forward” at http://bit.ly/16mOktB Mobile Marketer, April 2013 • Big Data = increased ability to target • Facebook • Twitter • LinkedIn Bob Johnson Consulting, LLC 57
  58. 58. Steady growth in online advertising… http://bit.ly/1JsVKMX Bob Johnson Consulting, LLC 58
  59. 59. Some teens will respond to ads… Noel-Levitz E-expectations survey, 2014 Bob Johnson Consulting, LLC ... @HighEdMarketing 59
  60. 60. Recognition is the ad response key… Noel-Levitz E-expectations survey, 2014 Bob Johnson Consulting, LLC ... @HighEdMarketing 60
  61. 61. The “war on advertising”… https://adblockplus.org/…………http://bit.ly/1PM5nv7 Ad blocking software… Is very popular… • 58% of people say they use ad blocking software. • Targeted ads are “somewhat relevant” • Retargeting ads • Social media ads • 54.3% say mobile ads are negative. Bob Johnson Consulting, LLC ... @HighEdMarketing 61
  62. 62. You can survive an ad-blocker… https://adblockplus.org/en/acceptable-ads#criteria Bob Johnson Consulting, LLC ... @HighEdMarketing 62
  63. 63. IAB now encourages “leaner” ads… http://www.theatlantic.com/technology/archive/2015/10/are-the-ad-blocking-wars-already-over/412327/ Bob Johnson Consulting, LLC ... @HighEdMarketing 63
  64. 64. CUSTOM ADVERTISING… The Facebook example… Targeting your current audience on a mass media site. Bob Johnson Consulting, LLC ... @HighEdMarketing 64
  65. 65. Creating a “custom audience”… https://www.facebook.com/business/a/online-sales/custom-audiences • Conversion ads to move people through the recruitment cycle. • Send ads to potential students already in your database. • Inquiries or Applicants? • Upload contact info (email, phone, IP address)… FB will match with its current database. • FB says 40% to 60% match for email. Bob Johnson Consulting, LLC ... @HighEdMarketing 65
  66. 66. Your selectivity options… Bob Johnson Consulting, LLC ... @HighEdMarketing 66
  67. 67. Create a “customer” custom list… Bob Johnson Consulting, LLC ... @HighEdMarketing 67
  68. 68. Based on people already on record… Bob Johnson Consulting, LLC ... @HighEdMarketing 68
  69. 69. Advertising for campus visits… Bob Johnson Consulting, LLC ... @HighEdMarketing 69
  70. 70. Or create a “Lookalike” audience… • Important… • You can use geographic selection to narrow a “Lookalike” audience for • primary recruitment areas, • college fair locations, • sports events. Bob Johnson Consulting, LLC ... @HighEdMarketing 70
  71. 71. (1) Create your ad, visual… Bob Johnson Consulting, LLC ... @HighEdMarketing 71
  72. 72. (2) Create your ad, text… https://www.facebook.com/business/news/lead-ads Bob Johnson Consulting, LLC ... @HighEdMarketing 72
  73. 73. Our landing page… https://www.calvin.edu/offices-services/financial-aid/affordability Bob Johnson Consulting, LLC 73
  74. 74. Change in conversion tracking… 2016 https://www.facebook.com/business/help/651294705016616/ Bob Johnson Consulting, LLC ... @HighEdMarketing 74
  75. 75. “Lead ads” for easier form completion https://www.facebook.com/business/news/lead-ads-launch Bob Johnson Consulting, LLC ... @HighEdMarketing 75
  76. 76. An article to get started… http://www.socialmediaexaminer.com/facebook-custom-audiences-for-increased-reach Bob Johnson Consulting, LLC ... @HighEdMarketing 76
  77. 77. RETARGETED ADVERTISING Creepy to some… Successful to others. Bob Johnson Consulting, LLC ... @HighEdMarketing 77
  78. 78. The retargeting trail… Bob Johnson Consulting, LLC 78
  79. 79. Lucid agency asks 5 questions… http://bit.ly/TjUlOz • Do you have an online marketing budget of at least a $1,000 dollars per month? • Do you have at least a few thousand visitors to your Website each month? • Do you sell a product or service with a long consideration cycle or customer research process? • Are you concerned with continued branding for your business online? • Do you have significant online competitors? Bob Johnson Consulting, LLC 79
  80. 80. RETARGETING MESSAGE STRATEGY… Focus on academic program page (or series of pages) visited. But you can select any page you wish. Bob Johnson Consulting, LLC 80
  81. 81. Retarget for individual programs… http://onlinemba.neu.edu/ School home page… M.S. in Finance… Bob Johnson Consulting, LLC 81
  82. 82. Starting with a search in May 2012… Bob Johnson Consulting, LLC 82
  83. 83. REJ on Flyertalk… Bob Johnson Consulting, LLC 83
  84. 84. REJ on the Washington Post… http://wapo.st/HfuLaY Bob Johnson Consulting, LLC 84
  85. 85. REJ on a automobile forum… Bob Johnson Consulting, LLC 85
  86. 86. Explore retargeting specialists… https://blog.kissmetrics.com/remarketing-and-retargeting-services/ • AdRoll • Chango • Perfect Audience • Triggit • ReTargeter • Google • (Lucid Agency) Bob Johnson Consulting, LLC 86
  87. 87. Targeting options… • Worldwide • U.S. • Custom locations • U.S. zip codes only • Country • Region • Metro or city Bob Johnson Consulting, LLC 87
  88. 88. Use AdWords? Check Google first… https://support.google.com/adwords/answer/2454000?hl=en Bob Johnson Consulting, LLC 88
  89. 89. LANDING PAGES… Repeat & Reinforce the Ad Message. Use short & simple forms. Bob Johnson Consulting, LLC ... @HighEdMarketing 89
  90. 90. Landing page for a retargeting ad… http://bit.ly/1GNygXN Bob Johnson Consulting, LLC ... @HighEdMarketing 90
  91. 91. Skip the dense text block… http://bit.ly/1RDEycV Bob Johnson Consulting, LLC ... @HighEdMarketing 91
  92. 92. BRANDING ACROSS SOCIAL MEDIA Augustana University… Consistent brand message. On every social media site. Bob Johnson Consulting, LLC ... @HighEdMarketing 92
  93. 93. On Facebook… https://www.facebook.com/AugustanaSD/info/?tab=overview • “Augustana University is a community where challenging academics, a caring environment and reasonable cost come together to create exceptional value.” Bob Johnson Consulting, LLC ... @HighEdMarketing 93
  94. 94. “Exceptional Value” also on Pinterest… • “Augustana College (SD) is a community where challenging academics, a caring environment and reasonable cost come together to create exceptional value.” Bob Johnson Consulting, LLC 94
  95. 95. On Twitter… • “Augustana College (Augie) campus & student life - where challenging academics, a caring environment & reasonable cost come together to create exceptional value.” Bob Johnson Consulting, LLC 95
  96. 96. And on Instagram… • “Augustana College (SD) Official Augustana College (Augie) campus & student life — challenging academics, a caring environment & reasonable cost create exceptional value. http://www.augie .edu” Bob Johnson Consulting, LLC 96
  97. 97. And on LinkedIn… • Opening text notes “reasonable cost” and “exceptional value.” • “See more” includes URL (not live link) to the “value” page. Bob Johnson Consulting, LLC 97
  98. 98. IN THE (NEAR) FUTURE… Bob Johnson Consulting, LLC ... @HighEdMarketing 98
  99. 99. Future opportunities & challenges… http://bit.ly/1p6wzqm Bob Johnson Consulting, LLC ... @HighEdMarketing 99
  100. 100. Extraordinary speed… • “In 2000, “the first ads we wrote for Oracle were about 7 seconds. If the consumer was online and didn’t get the content that they wanted within 7 seconds, they’d be gone. • “Now 7 seconds is a lifetime.” • In 2017? • “If Spotify is fixated with delivering content in under 200 milliseconds now, can you imagine what the competition will be in 5 years?” • Lawrence A. Kimmel, CEO, Direct Marketing Association Bob Johnson Consulting, LLC ... @HighEdMarketing 100
  101. 101. A verbal search future… https://support.google.com/chrome/answer/1331723?hl=en • In the mobile world, no need to touch anything. • What words will your visitors use? • Must work better than your “search” works now. • “Top task” even more important… know “Taskwords.” Bob Johnson Consulting, LLC ... @HighEdMarketing 101
  102. 102. More video content… http://www.startstorytelling.com/ Bob Johnson Consulting, LLC ... @HighEdMarketing 102
  103. 103. Growth hacker marketing is buzzing… The book… The course… Bob Johnson Consulting, LLC ... @HighEdMarketing 103
  104. 104. WRAPPING UP… STRATEGY POINTS FOR SUCCESS Bob Johnson Consulting, LLC ... @HighEdMarketing 104
  105. 105. Digital strategy steps… • First website impression is critical… • Top tasks from customer viewpoint. • Abandon “marketing speak” content. • Website is most important. • Concentrate on increasing conversions. • Simple online inquiry forms boost ROI. • Immediate inquiry response… • Telephone, email, or texting. • Continuing response unless told to stop. • Big Data to focus advertising. Bob Johnson Consulting, LLC ... @HighEdMarketing 105
  106. 106. An underused strategy element… • Academic program interest of potential students as the starting place… • Use academic program interest from first response • Inquiry, application & finance options from every academic program page. • Custom advertising & retargeting based on academic program page data. • Academic content written for students, not faculty and their friends. • Social media plan for selected programs. • Video stories from students and faculty in academic programs. Bob Johnson Consulting, LLC ... @HighEdMarketing 106
  107. 107. THANKS FOR BEING HERE IN CHICAGO! Bob Johnson, Ph.D. bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com @highedmarketing Bob Johnson Consulting, LLC ... @HighEdMarketing 107
  108. 108. DIGITAL MARKETING RESOURCES 12 sites and subscriptions to add to your kit bag. Bob Johnson Consulting, LLC ... @HighEdMarketing 108
  109. 109. Stay current with ClickZ… http://www.clickz.com/ Bob Johnson Consulting, LLC ... @HighEdMarketing 109
  110. 110. Social Media Examiner… http://www.socialmediaexaminer.com/ Bob Johnson Consulting, LLC ... @HighEdMarketing 110
  111. 111. Search Engine Watch… http://searchenginewatch.com/ Bob Johnson Consulting, LLC 111
  112. 112. Content Marketing Institute… http://contentmarketinginstitute.com/ Bob Johnson Consulting, LLC ... @HighEdMarketing 112
  113. 113. Pew “Internet & Tech” research… http://www.pewinternet.org/ Bob Johnson Consulting, LLC ... @HighEdMarketing 113
  114. 114. Customer Carewords… http://www.customercarewords.com/ Bob Johnson Consulting, LLC ... @HighEdMarketing 114
  115. 115. Internet Advertising Bureau… http://www.iab.com/ Bob Johnson Consulting, LLC ... @HighEdMarketing 115
  116. 116. Industry self-regulation… http://www.aboutads.info/ Bob Johnson Consulting, LLC 116
  117. 117. To watch U.S. legalities… http://1.usa.gov/1oiQJLP Bob Johnson Consulting, LLC ... @HighEdMarketing 117
  118. 118. “Secret guide” to CRM selection… http://bit.ly/1xGPtfw Bob Johnson Consulting, LLC ... @HighEdMarketing 118
  119. 119. And weekly Google searches… Bob Johnson Consulting, LLC 119

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