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

2. 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

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

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

5. Eaquals International Conference, Lisbon, 21 – 23 April 2016

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

7. 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

8. What are the main channels?
Organic: SEO Traffic from search engines
links in 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

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

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

11. Eaquals International Conference, Lisbon, 21 – 23 April 2016

12. 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

13. 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

14. Keyword Research ?Replace with more international
Eaquals International Conference, Lisbon, 21 – 23 April 2016

15. International Targeting - Language
?Replace with more international
<link rel=”alternate” href=” hreflang=”en-ca” /> English in  Canada <link rel=”alternate” href=” hreflang=”it-it” /> Italian in Italy
<link rel=”alternate” href=” hreflang=”es-mx” /> Spanish in Mexico
Eaquals International Conference, Lisbon, 21 – 23 April 2016

16. International Targeting - Country
Set in Webmaster Tools 1 profile and Country Target per Subdomain:
Target Canada Target Italy
Target Mexico
?Replace with more international
Eaquals International Conference, Lisbon, 21 – 23 April 2016

17. Evaluate your Organic Search Queries
?Replace with more international
Eaquals International Conference, Lisbon, 21 – 23 April 2016

18. Understand your keyword rankings by country
Eaquals International Conference, Lisbon, 21 – 23 April 2016

19. 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 :
For country specific data:
Eaquals International Conference, Lisbon, 21 – 23 April 2016

20. Eaquals International Conference, Lisbon, 21 – 23 April 2016

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

22. 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

23. 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

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

25. Use Video Testimonials to Engage Prospects
<iframe width="854" height="510" src="// frameborder="0" allowfullscreen></iframe>
Eaquals International Conference, Lisbon, 21 – 23 April 2016

26. Eaquals International Conference, Lisbon, 21 – 23 April 2016

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

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

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

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

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

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

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

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

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

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

37. Eaquals International Conference, Lisbon, 21 – 23 April 2016

38. Why paid Search?
Eaquals International Conference, Lisbon, 21 – 23 April 2016

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

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

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

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

43. 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

44. 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

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

46. Find out here www.google.com/webmasters/tools/mobile-friendly
Eaquals International Conference, Lisbon, 21 – 23 April 2016

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

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

49. Eaquals International Conference, Lisbon, 21 – 23 April 2016

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

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

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

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

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

55. 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

56. Have questions about International Recruitment?
I’m easy to reach:
Philippe Taza
Tel: ext:104
Eaquals International Conference, Lisbon, 21 – 23 April 2016