improve your international student recruitment with a digital marketing assessment

Improve your International Recruitment Results

with a Digital Marketing Assessment

Slide 1

Philippe Taza CEO

Higher Education Marketingptaza@higher-education-marketing.com

Improve your International Recruitment Results with a Digital Marketing Assessment

Improve your International Recruitment Results

with a Digital Marketing Assessment

TODAY’S AGENDA

• Define your Digital Marketing Recruitment Goals • Benchmark your Current Activity • The Digital Marketing Assessment• Assessment Recommendations

Improve your International Recruitment Results

with a Digital Marketing Assessment

> WES Report

http://wenr.wes.org/2014/10/bridging-the-digital-divide-segmenting-and-recruiting-international-millennial-students/

Improve your International Recruitment Results

with a Digital Marketing Assessment

> International Student Recruitment Channels

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Define the Goals of your Digital Marketing

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Benchmark your International Conversions by Country

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Benchmark your International Traffic by Channel

Improve your International Recruitment Results

with a Digital Marketing Assessment

> A Digital Marketing Assessment evaluates your:

• Web Ecosystem• Analytics• Search Engine Optimization• Content• Mobile• Social Media• Paid Search

Improve your International Recruitment Results

with a Digital Marketing Assessment

• Your website (multiple domains/subdomains?)• Your social media channels• Your microsites• Third party applications: CRM, application

system, payment gateway, sales automation, etc.

> Define Your web ecosystem

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Google Analytics Checklist• Profiles and Filters• Recruitment Goals and Goal Values• Webmaster Tools and

AdWords linking• Email & Campaign Tagging

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Setup your recruitment goals

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Google Analytics Goal Value

• Assign a $ value to your goals• Divide the average value of that goal by the

average conversion rate

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Factoring SEO into your Marketing MixSEO is the process of affecting the visibility of your website or a web page in a search engine's "natural search results”.Check your SEO rankings in each of your targeted countries

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Start with SEO

• Identify new international keywords• Use the correct information architecture• Translate and optimize• Use International Targeting in

Webmaster tools

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Keyword Research

• Enter keywords that describes your college and programs

• Select the location (s) you are interested in targeting

• Select the language (s) you are planning to target

• Use search volume as an indicator of popularity

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Keyword Research

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Which keywords should you target?

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Plan for search globally, target locally

For country specific data:http://ptgmedia.pearsoncmg.com/images/9780789747884/supplements/9780789747884_appC.pdf

Improve your International Recruitment Results

with a Digital Marketing Assessment

> 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

Improve your International Recruitment Results

with a Digital Marketing Assessment

> 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

Improve your International Recruitment Results

with a Digital Marketing Assessment

> International Search Queries

https://www.google.com/webmasters/

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Evaluate your keyword rankings by country

https://www.moz.com/

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Should you Develop Multi-language Content?

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Use Video Testimonials to engage prospects

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Use Video Testimonials to engage prospects

Improve your International Recruitment Results

with a Digital Marketing Assessment

• Place priority onconversion events in the recruitment cycle

• Examine visitor flow through key pages

• Compare your contentto your competition’s content

> Survey your Content

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Prioritize Pages and Elements that Lead to Conversions

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Identify and Evaluate your Key Pages

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Examine Visitor Flow through Priority Content

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Understand the mobile marketplace

https://www.youtube.com/watch?v=jA-UBKU05cI

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Mobile traffic by country

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Analyze your Social Media traffic from international prospective students

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Identify international recruitment conversions coming from Social Media

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Put Social Media into Perspective

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Why Paid Search?

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Set your Country Targeting in Google AdWords

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Set your Languages in Google AdWords

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Analyze your Paid Search

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Deliver on your keyword

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Mobile PPC Campaigns

• Need high ad position• Use ad extensions• Use mobile landing pages

Improve your International Recruitment Results

with a Digital Marketing Assessment

> Use Adwords Day Parts

• Be smart about setting your account’s time zone.

• Target your ads when they are the most effective.

Improve your International Recruitment Results

with a Digital Marketing Assessment

• Monitor your Paid Search Traffic by country

• See how not all countries convert equally

> Paid Search Conversions by country

Improve your International Recruitment Results

with a Digital Marketing Assessment

> A/B Test you ads and landing pages

Improve your International Recruitment Results

with a Digital Marketing Assessment

> A/B Test you ads and landing pages

Improve your International Recruitment Results

with a Digital Marketing Assessment

Marketing Priorities and Recommendationsfor your DM Assessment

• Identify Benchmarks, set new Goals• Map and measure your complete Web Ecosystem• Configure and rely on your Analytics • Protect and improve SEO by country• Improve content and consider a multilingual approach• Adapt to the mobile reality• Integrate and expand SM presence• Track and Improve Paid Search

Improve your International Recruitment Results

with a Digital Marketing Assessment

• I’m easy to reach:

Philippe TazaTel: 514-312-3968 ext:104ptaza@higher-education-marketing.com www.higher-education-marketing.comhttps://twitter.com/PhilippeTaza

Want to discuss your digital marketing?