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Philippe Taza: Digital marketing self-assessment for language schools
Transcript of Philippe Taza: Digital marketing self-assessment for language schools
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Eaquals International Conference, Lisbon, 21 – 23 April 2016
Digital Marketing Self-AssessmentPresented by Philippe TazaHigher Education Marketing
www.eaquals.org
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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
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Target audiences and goals
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Develop personas
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Setup your website goals
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The Channels report under Acquisition, gives you macro level insights into the various channels you are using to attract traffic to your website.
The channels report
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• 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.
What are the main channels?
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Benchmark your current marketing activity and results
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Month over Month Website Goals
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• Measure your Organic Search Traffic• Identify new international keywords• Use the correct information architecture• Use international targeting
in Webmaster tools • Translate and optimize
Start with SEO
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Year over Year SEO Traffic
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Year over year comparison is very useful to measure the health of your SEO Traffic and conversions from that channel
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Keyword Research
https://www.google.com/adwords
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International Targeting - Language
https://www.google.com/webmasters
<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
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International Targeting - Country
https://www.google.com/webmasters
Set in Webmaster Tools 1 profile and Country Target per Subdomain:
http://ca.example.com/ Target Canadahttp://it.example.com/ Target Italyhttp://mx.example.com/ Target Mexico
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Evaluate your Organic Search Queries
https://www.google.com/webmasters
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Understand your keyword rankings by country
https://www.google.com/webmasters
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Plan for search globally, target locally
For country specific data:http://ptgmedia.pearsoncmg.com/images/9780789747884/supplements/9780789747884_appC.pdf
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Develop Multi-language Content
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Use the correct architecture when developing multi-language content
This website uses the subdomain approach to separate the multi-language content
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Use the correct architecture when developing multi-language content
This website uses the top level domain - TLD approach to separate the multi-language content
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Develop Content for Target Countries
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Use Video Testimonials to Engage Prospects
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Articulate Your School’s Social Media Goals
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Audience targeted news
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Student testimonials
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Contest and quizzes
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Social activity directed to your website
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Facebook demographic and location stats
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Facebook post reach and engagement
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YouTube traffic sources report
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YouTube search report
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YouTube demographic insights
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Why paid Search?
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Set your Country Targeting in Google AdWords
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Set your Languages in Google AdWords
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Use responsive landing pagesfor your campaigns
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Consider localizing yourGoogle AdWords campaigns
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Use Adwords Day Parts
• Be smart about setting your account’s time zone.
• Target your ads when they are the most effective.
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Slide 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
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Is your site mobile friendly?
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Find out here
• www.google.com/webmasters/tools/mobile-friendly
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http://searchengineland.com/library/google/google-mobile-friendly-update
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Why mobile?
• 31% mobile traffic• 25% of website goals
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What’s your Mobile traffic like by country
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Make use of calls to actions on your website
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Make multi-language advisors available
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Use Online Chat to Talk with Prospects
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Offer Skype Sessions
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Do you have a CRM system to manage your potential student inquiries?
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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!
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I’m easy to reach:
Philippe TazaTel: 514-312-3968 ext:104
[email protected] www.higher-education-marketing.comhttps://twitter.com/PhilippeTaza
Have questions about International Recruitment?
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