LEAD GENERATION IN 2013

Transcription

1 LEAD GENERATION IN 2013 BEST PRACTICES ACROSS THE DIGITAL MARKETING LANDSCAPE Philippe Taza DIGITAL ANALYST Higher Education Marketing Slide 1

2 TODAY S PRESENTATION Slide 2

3 BRANDING & WEBSITE DESIGN Mobile Websites Responsive Web Design Goal-Driven Design Student First Design Architecture Usability Performance Slide 3

4 MOBILE WEBSITES Web traffic via mobile phones doubled from 4.6% in 2011 to 9.3% in 2012 Slide 4

5 RESPONSIVE WEBSITES Phone Tablet Desktop Slide 5

6 GOAL-DRIVEN WEBSITE DESIGN Slide 6

7 GOAL-DRIVEN WEBSITE DESIGN Slide 7

8 GOAL-DRIVEN WEBSITE DESIGN Slide 8

9 SEARCH ENGINE OPTIMIZATION The SEO Iceberg On-Page SEO Off-Page SEO - link building SEO Tools Keyword strategy International SEO Slide 9

10 THE SEO ICEBERG Slide 10

11 ON-PAGE SEO Slide 11

12 OFF-PAGE SEO link building Slide 12

13 POPULAR SEO TOOLS Slide 13

14 CONTENT Content Strategy Content Marketing Google Authorship Content Calendar Slide 14

15 CONTENT STRATEGY Slide 15

16 CONTENT MARKETING Slide 16

17 GOOGLE AUTHORSHIP Slide 17

18 PAY PER CLICK MARKETING AdWords Account Architecture Aligning the Scent Trail Important AdWords Features Mobile PPC Campaigns Slide 18

19 ADWORDS ACCOUNT ARCHITECTURE Slide 19

20 ALIGNING THE SCENT TRAIL Slide 20

21 IMPORTANT ADWORDS FEATURES Location Extensions: Google Places Site links Extensions: Link to Program/Faculty Pages Call Extensions: Essential for Mobile PPC Social Extensions: Link to G+ Page Slide 21

22 MOBILE PPC CAMPAIGNS Need high ad position Use ad extensions Mobile landing pages Slide 22

23 SOCIAL MEDIA Social Media Strategy Student Ambassadors Social Media Tools Social Media Advertising Social Media Guidelines Allocating Resources Slide 23

24 SOCIAL MEDIA STRATEGY 1. Gather your team 2. Analyze your audiences 3. Define your social goals 4. Define your success metrics 5. Define your social persona 6. Define your key message 7. Listen to your keywords 8. Create a channel plan Slide 24

25 SOCIAL MEDIA STUDENT AMBASSADORS They know your audience They are familiar with your competition and know what makes your school unique They can help you create student-centered content They encourage crossdepartmental collaboration over SM. Slide 25

26 SOCIAL MEDIA TOOLS Receive the latest content you are subscribed to. Schedule and manage messages across multiple social media networks. Analyze trends for your brand, competitors and industry and gain insight into what your students are saying Slide 26

27 ANALYTICS Web Analytics Dashboard ROI by Channel Social Media ROI Continuous Improvement Process Slide 27

28 WEB ANALYTICS DASHBOARD Slide 28

29 ROI BY CHANNEL Slide 29

30 SOCIAL MEDIA ROI Slide 30

31 LEAD GENERATION OPTIMIZATION Use GA to Prioritize Optimization Landing Page Optimization A/B and Multivariable Testing Conversion Rate Optimization Conversion Paths and Events Lead Attribution CRM Integration Slide 31

32 USE GA TO PRIORITIZE OPTIMIZATION Slide 32

33 LANDING PAGE OPTIMIZATION 1. Unique selling proposition 2. Benefits 3. Hero shot 4. Context of use 5. Request for data 6. Backup or safety net call to action (CTA) 7. The main CTA Slide 33

34 A/B AND MULTIVARIABLE TESTING Slide 34

35 CONVERSION RATE OPTIMIZATION (% of Company Respondents, Nov 2012) Slide 35

36 CONCLUSIONS The future is mobile Business goals >website goals >analytics goals You must do SEO Develop your content strategy Monitor your Social ROI Use analytics to drive continuous improvement Optimize your lead gen across all channels Slide 36

37 CONNECT WITH ME Philippe Taza Tel: ext: Slide 37