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Enhance your website redesign with a digital marketing assessment
1. Enhance your Website Redesign
with a Digital Marketing Assessment
Enhance Your Website Redesign with a
Digital Marketing Assessment
Philippe Taza
DIGITAL ANALYST
Higher Education Marketing
ptaza@higher-education-marketing.com
To view the 30 minute, live recording of this webinar, go to this link.
2. Enhance your Website Redesign
with a Digital Marketing Assessment
TODAY’S AGENDA
• Define Marketing Goals for your Website Redesign
• The Importance of Benchmarking your Current Site
• The Digital Marketing Assessment
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Assess your Information Architecture
Examine your Site Analytics
Evaluate your SEO
Survey your Content
Analyze your Social Media
Marketing Priorities and Recommendations for your
Redesign
3. Enhance your Website Redesign
with a Digital Marketing Assessment
> Define Marketing Goals for your Redesign
4. Enhance your Website Redesign
with a Digital Marketing Assessment
> Benchmark your Current Site
5. Enhance your Website Redesign
with a Digital Marketing Assessment
> The Digital Marketing Assessment
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Information Architecture
Analytics/Conversions
Search Engine Optimization
Content
Social Media
6. Enhance your Website Redesign
with a Digital Marketing Assessment
> Assess your Information Architecture
• IA is the art and science of organizing the
content and flow of your website to produce a
structure/design that balances the user’s
desires with your business needs.
7. Enhance your Website Redesign
with a Digital Marketing Assessment
> Assess your Information Architecture
Example: URL Page Depth
8. Enhance your Website Redesign
with a Digital Marketing Assessment
> Examine your Site Analytics
9. Enhance your Website Redesign
with a Digital Marketing Assessment
> Examine your Site Analytics
10. Enhance your Website Redesign
with a Digital Marketing Assessment
> Google Analytics Checklist
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Cross Domain Tracking?
Profiles and Filters
Goals and Goal Values
Webmaster Tools and
AdWords linking
• Campaign Tagging
11. Enhance your Website Redesign
with a Digital Marketing Assessment
> Google Analytics Goal Value
• Assign a $ value to Goals achieved
12. Enhance your Website Redesign
with a Digital Marketing Assessment
> Implement Cross Domain Tracking
Facebook
Promotion
Prospective Student Microsite
www.CollegeMicrosite.com
Main College Website
www.College.edu
Website Goals and Registrations
13. Enhance your Website Redesign
with a Digital Marketing Assessment
> Implement Cross Domain Tracking
Facebook
Promotion
Prospective Student Microsite
www.CollegeMicrosite.com
GA Account 1
• Facebook Visitors will be
identified in GA1
14. Enhance your Website Redesign
with a Digital Marketing Assessment
> Implement Cross Domain Tracking
Prospective Student Microsite
www.CollegeMicrosite.com
Main College Website
www.College.edu
Website Goals and Registrations
GA Account 2
• FB visitors will not be identified –
traffic will appear to be coming from
www.CollegeMicrosite.com in GA 2
15. Enhance your Website Redesign
with a Digital Marketing Assessment
> Implement Cross Domain Tracking
Facebook
Promotion
Prospective Student Microsite
www.CollegeMicrosite.com
Main College Website
www.College.edu
Website Goals and Registrations
GA 1 is installed with Cross domain tracking on ALL webpages
Facebook Visitors are clearly visible in GA 1 and we can measure the number
of Website Goals and Registrations that origin from that campaign
16. Enhance your Website Redesign
with a Digital Marketing Assessment
> Factoring SEO into your Redesign
SEO is the process of affecting the visibility of a website or a
web page in a search engine's "natural" or un-paid ("organic")
search results.
17. Enhance your Website Redesign
with a Digital Marketing Assessment
> Evaluate your SEO
18. Enhance your Website Redesign
with a Digital Marketing Assessment
> Evaluate your SEO
19. Enhance your Website Redesign
with a Digital Marketing Assessment
> Evaluate your International SEO
20. Enhance your Website Redesign
with a Digital Marketing Assessment
> Evaluate your SEO – Site Errors
21. Enhance your Website Redesign
with a Digital Marketing Assessment
> Survey your Content
• Identify priority content
• Prioritize conversion
events in redesign
• Examine visitor flow
through key pages
• Compare your content
to your competition’s
content
22. Enhance your Website Redesign
with a Digital Marketing Assessment
> Identify and Prioritize your Key Pages for Redesign
23. Enhance your Website Redesign
with a Digital Marketing Assessment
> Examine Visitor Flow through Priority Content
24. Enhance your Website Redesign
with a Digital Marketing Assessment
> Prioritize Pages and Elements that Lead to
Conversions
25. Enhance your Website Redesign
with a Digital Marketing Assessment
> Survey your Competition for Content
Weaknesses and Opportunities
• Program pages are
extremely thorough but CTA
could be clearer
• Incorporate videos in
student testimonials
26. Enhance your Website Redesign
with a Digital Marketing Assessment
> Analyze your Social Media Landscape
27. Enhance your Website Redesign
with a Digital Marketing Assessment
> Analyze your Social Media Traffic
28. Enhance your Website Redesign
with a Digital Marketing Assessment
> Analyze your Social Media Conversions
29. Enhance your Website Redesign
with a Digital Marketing Assessment
> Put Social Media into the Proper Perspective
30. Enhance your Website Redesign
with a Digital Marketing Assessment
Marketing Priorities and Recommendations
for your Redesign
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Identify Benchmarks, set new Goals
Improve Information Architecture
Improve Content
Protect and improve SEO
Integrate and improve Social
