Digital Marketing Self-Assessment Presented by Philippe Taza Higher Education Marketing

Agenda Identifying target audiences Using Google Analytics to track and measure results Researching and identifying relevant SEO keywords Leveraging multi-language content Social media suggestions and analytics Using Pay-per-Click (PPC) to generate quality leads Are you ready for the mobile generation Generating inquiries and following up Eaquals International Conference, Lisbon, 21 – 23 April 2016

Target audiences and goals Eaquals International Conference, Lisbon, 21 – 23 April 2016

Develop personas Eaquals International Conference, Lisbon, 21 – 23 April 2016

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Setup your website goals Eaquals International Conference, Lisbon, 21 – 23 April 2016

The channels report The Channels report under Acquisition, gives you macro level insights into the various channels you are using to attract traffic to your website. Eaquals International Conference, Lisbon, 21 – 23 April 2016

What are the main channels? Organic: SEO Traffic from search engines Email: links in email campaigns Direct: users enter the URL directly in the browser Referral: traffic from other sites yours is linked on Social: Facebook, Twitter, LinkedIn, etc. Paid Search: Google AdWords, Bing ads, etc. Eaquals International Conference, Lisbon, 21 – 23 April 2016

Benchmark your current marketing activity and results Eaquals International Conference, Lisbon, 21 – 23 April 2016

Month over Month Website Goals Eaquals International Conference, Lisbon, 21 – 23 April 2016

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Start with SEO Measure your Organic Search Traffic Identify new international keywords Use the correct information architecture Use international targeting in Webmaster tools Translate and optimize keyword rankings, on-page and off-page SEO Search engine optimization (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. Eaquals International Conference, Lisbon, 21 – 23 April 2016

Year over Year SEO Traffic Year over year comparison is very useful to measure the health of your SEO Traffic and conversions from that channel Eaquals International Conference, Lisbon, 21 – 23 April 2016

Keyword Research ?Replace with more international https://www.google.com/adwords Eaquals International Conference, Lisbon, 21 – 23 April 2016

International Targeting - Language ?Replace with more international <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 https://www.google.com/webmasters Eaquals International Conference, Lisbon, 21 – 23 April 2016

International Targeting - Country Set in Webmaster Tools 1 profile and Country Target per Subdomain: http://ca.example.com/ Target Canada http://it.example.com/ Target Italy http://mx.example.com/ Target Mexico ?Replace with more international https://www.google.com/webmasters Eaquals International Conference, Lisbon, 21 – 23 April 2016

Evaluate your Organic Search Queries ?Replace with more international https://www.google.com/webmasters Eaquals International Conference, Lisbon, 21 – 23 April 2016

Understand your keyword rankings by country https://www.google.com/webmasters Eaquals International Conference, Lisbon, 21 – 23 April 2016

Plan for search globally, target locally Factor in local demographics and culture Variabilities in internet access from work vs home Summer vacation downtime in europe, flipped in Austrailia In china need a local presence, chinese dominated website with a valid business certificate Image : http://www.martinkovac.com/2012/10/18/free-publication-search-and-social-media-landscape-of-34-countries/ For country specific data: http://ptgmedia.pearsoncmg.com/images/9780789747884/supplements/9780789747884_appC.pdf Eaquals International Conference, Lisbon, 21 – 23 April 2016

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Develop Multi-language Content Eaquals International Conference, Lisbon, 21 – 23 April 2016

Use the correct architecture when developing multi-language content This website uses the subdomain approach to separate the multi-language content Eaquals International Conference, Lisbon, 21 – 23 April 2016

Use the correct architecture when developing multi-language content This website uses the top level domain - TLD approach to separate the multi-language content Eaquals International Conference, Lisbon, 21 – 23 April 2016

Develop Content for Target Countries Eaquals International Conference, Lisbon, 21 – 23 April 2016

Use Video Testimonials to Engage Prospects http://www.canadiancollege.com/en/videos/0/ZFgbblfYLXI <iframe width="854" height="510" src="//www.youtube.com/embed/ZFgbblfYLXI" frameborder="0" allowfullscreen></iframe> https://www.youtube.com/watch?v=ZFgbblfYLXI Eaquals International Conference, Lisbon, 21 – 23 April 2016

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Articulate Your School’s Social Media Goals Eaquals International Conference, Lisbon, 21 – 23 April 2016

Audience targeted news Eaquals International Conference, Lisbon, 21 – 23 April 2016

Student testimonials Eaquals International Conference, Lisbon, 21 – 23 April 2016

Contest and quizzes Eaquals International Conference, Lisbon, 21 – 23 April 2016

Social activity directed to your website Eaquals International Conference, Lisbon, 21 – 23 April 2016

Facebook demographic and location stats Eaquals International Conference, Lisbon, 21 – 23 April 2016

Facebook post reach and engagement Eaquals International Conference, Lisbon, 21 – 23 April 2016

YouTube traffic sources report Eaquals International Conference, Lisbon, 21 – 23 April 2016

YouTube search report Eaquals International Conference, Lisbon, 21 – 23 April 2016

YouTube demographic insights Eaquals International Conference, Lisbon, 21 – 23 April 2016

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Why paid Search? http://www.vcad.ca/l-v-british-columbia-vancouver-vcad-programs-v2/?gclid=CLbflrT7rsACFYZzMgodkQwA9w Eaquals International Conference, Lisbon, 21 – 23 April 2016

Set your Country Targeting in Google AdWords Eaquals International Conference, Lisbon, 21 – 23 April 2016

Set your Languages in Google AdWords Eaquals International Conference, Lisbon, 21 – 23 April 2016

Use responsive landing pages for your campaigns Eaquals International Conference, Lisbon, 21 – 23 April 2016

Consider localizing your Google AdWords campaigns Eaquals International Conference, Lisbon, 21 – 23 April 2016

Use Adwords Day Parts Be smart about setting your account’s time zone. Target your ads when they are the most effective. Review your Social Media Integration - Presence - channel metrics - integration Eaquals International Conference, Lisbon, 21 – 23 April 2016

Google AdWords mobile conversions Be sure to segment your AdWords activity by device or you may have some surprises! Adjust the mobile and tablets bids based on performance and goals Eaquals International Conference, Lisbon, 21 – 23 April 2016

Is your site mobile friendly? Eaquals International Conference, Lisbon, 21 – 23 April 2016

Find out here www.google.com/webmasters/tools/mobile-friendly http://searchengineland.com/library/google/google-mobile-friendly-update Eaquals International Conference, Lisbon, 21 – 23 April 2016

Why mobile? 31% mobile traffic 25% of website goals Eaquals International Conference, Lisbon, 21 – 23 April 2016

What’s your Mobile traffic like by country Eaquals International Conference, Lisbon, 21 – 23 April 2016

Eaquals International Conference, Lisbon, 21 – 23 April 2016

Make use of calls to actions on your website Eaquals International Conference, Lisbon, 21 – 23 April 2016

Make multi-language advisors available Eaquals International Conference, Lisbon, 21 – 23 April 2016

Use Online Chat to Talk with Prospects Eaquals International Conference, Lisbon, 21 – 23 April 2016

Offer Skype Sessions Eaquals International Conference, Lisbon, 21 – 23 April 2016

Do you have a CRM system to manage your potential student inquiries? Eaquals International Conference, Lisbon, 21 – 23 April 2016

Priorities and recommendations for your International digital marketing Identify Benchmarks, set new Goals Invest in SEO Develop content aimed at international students Use international PPC lead gen campaigns Get mobile NOW! Follow up with your leads! Eaquals International Conference, Lisbon, 21 – 23 April 2016

Have questions about International Recruitment? I’m easy to reach: Philippe Taza Tel: 514-312-3968 ext:104 ptaza@higher-education-marketing.com www.higher-education-marketing.com https://twitter.com/PhilippeTaza Eaquals International Conference, Lisbon, 21 – 23 April 2016