human connection and your prospective - cuprap · 2019. 3. 26. · •automatically tests different...

@CarnegieDartlet | #CarnegieConf

Human Connection

and Your Prospective

Students’ Online Journey

Mark Cunningham

Carnegie Dartlet

Allison Goodin

Cedar Crest College

, Right?

WHO ARE YOU?

Understanding your institution’s

psychology and personality is

fundamental to marketing success

, Right?The same goes for your audience.

Understanding the psychographics of

your consumer is the key to making

intelligent and meaningful

connections.

Anything else is a hope and a prayer.

, Right?

The Gray Cliché

Generic

Confused

, Right?

, Right?Change Your Life. Start Here.

Life's Calling

It's Your Life

Your Extraordinary Life

The Life of the Mind

Change Your Mind. Change Your Life.

Minds. Motivated.

Inspiring Minds

Inspiring Innovation

Innovation Is Our Tradition

Innovation. Education.

Education for Service

Education for Individual and Social Responsibility

Education for a World Stage

Education for an Inspired Life

Education Redefined

Education on Your Terms

Your Education. Your Way.

Personal Education. Lifetime Success.

Personal Education, Extraordinary Success

Where Success Begins

Where Success Is a Tradition

Your Success. Our Tradition.

Experience Tradition. Expect Success…

, Right?

DEFINE THE

HUMAN PERSONALITY

OF YOUR SCHOOL

IMPLEMENTATION

#2DEFINE THE

DEMO & PSYCHO

OF YOUR STUDENTS

, Right?

OUR DIGITAL LIVES

Targeting Strategies

• Behavioral

• Demographic

• Household

• Lists

• Locations people visit

• Website visitors

• Look-Alike audiences

Who. What. When. Where. Why.

Every Time You See an Ad Online, There’s a Reason

Google knows a lot about you.

Because you’ve told them a lot about you.

Relevance

Segment Your Audience

List-Based

Lookalike Audiences

List of Enrolled Students

Website Traffic

Targeting Parameters

Lookalike Audiences

Display Ad Impact on Search

49% more likely to visit an

advertiser’s site 40% more likely to search

for a brand

Create demand

Capture demand

Keyword Strategy

Utilize Google’s search terms report to find:

• New relevant keywords to bid on

• Negative keywords to exclude

• Ideas for copy points to highlight in your ads

Keyword Research: Search Terms Report

• Set up to 15 headlines and 4 descriptions.

• Automatically tests different combinations and learns which perform best.

• Currently in beta and may not be available to all Google Ads Advertisers.

Responsive Search Ads

“Social”

Personality and Social Media Platforms

Expanded awareness is ROI.

Increased consideration is ROI.

To build strong, long-term relationships on social that go beyond

click-and-buy, you must expose people to your brand in a

visually satisfying way, link them to more information and make

authentic engagement a primary focus.

This is the content that consumers, who use social primarily to

interact with friends and family, are most interested in from

brands.

Your Social Media Cheat Sheet

Graduate Graduate

Social Media Marketing

Sponsored Ads

Cost-effective outreach and natural appearance of social ads

encourage high engagement rates

Great for brand awareness and a strong complement to

other social strategies in a comprehensive plan

List TargetingMatch e-mail address list to social accounts for one-to-one targeting and full-funnel messaging

Lead GenerationSegment individuals and target them with an ad containing a built-in, pre-populated lead generation

form without leaving the site or app

RetargetingUsing customized audiences and behaviors exhibited on your website, stay in front of prospective

students when they navigate away from your site and onto their favorite social media platforms

• Facebook users are accustomed to their feeds being filled with autoplaying videos

from various sources.

• Instagram and Snapchat users think nothing about spending minutes at a time

habitually scrolling through live video stories.

• Advertisers can tailor video ads that resemble content from users’ followers.

• Audiences are expecting video content from their feed which increases likelihood

for engagement.

• Targeting and personalization abilities drive more consistent conversions.

SOCIAL

The top reasons that consumers watch videos on social:

To laugh (71%)

To see a good story (59%)

To feel inspired (51%)

---------------------

Consumers watch the most videos on Facebook (40%) and

YouTube (49%).

Videos get 21.2% more interactions compared to images and

18.6% more interactions compared to carousels.

Help Your Audience Envision Themselves at Your School

1. Use current students in your

photos and videos

2. Showcase what makes your

school, campus, programs

unique

3. Use a call to action that will

make prospects want to take

the next step

Drive traffic to your pre-loaded website: Allow users to swipe

up and view a web page that is instantly loaded.

3–5 seconds is the sweet spot: This length has shown the

most success at driving action.

Implement “Snapchat Auto Fill” on landing pages to help

increase form completions.

Snapchat is more “raw” or “organic” than other social media

platforms, so content doesn’t have to be 100% polished.

Snapchat Best Practices

Search Engine Optimization (SEO)

Making users want to click on your result

when you do show up.

Providing useful information that matches

what users are looking for.

Having a good user experience to navigate,

learn more, and request information.

SEO Is Also About…

Make sure your title tag and meta description contain the

same keywords as the on-page content and entices users to

want to click.

Your Metadata

awareness

consideration

application

consideration

deposit

enroll

Think of your website like a funnel

123 Highly engaged users viewed 123 pages on

average before applying

Tracked activity on the MBA pages of a university’s site over 3 months:

11.4 Applicants visited the site an average of 11.4

times before applying

Students are interacting with your site A LOT

(with the help of a ‘application fee waiver’ personalized interaction)

• Are you communicating all that you can?

• Are you answering current and prospective student questions?

• Are you looking in your Google Analytics and Search Console

accounts to see your current users’ behaviors?

Do a Content Audit

Evaluate how your internal site search serves up results

Use Headers—Make Content Skimmable

Is it Easy to Request More Info?

Clear call to action,

above the fold on

desktop and mobile

Limit required form

fields to 5 or fewer

Clear program highlights and differentiators

Landing Page and RFI Best Practices

Integrate Personalized Content

Custom Content Example A/B Test

The most valuable

asset in marketing is

the way people feel

about something.

, Right?

THANK YOU!

human connection and your prospective - cuprap · 2019. 3. 26. · •automatically tests different...

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