Digital Marketing Strategies For Higher Education

As a college or university, you have a lot to offer to your students in terms of obtaining a higher education that can help them pursue their dreams of a career. However, you’re not the only school around, which means you’ll need to implement effective marketing strategies for higher education in order to attract prospective students and to convince them to enroll. The following are a few digital marketing strategies for higher education that are proven to be effective if leveraged properly:

Using PPC advertising

PPC (pay-per-click) ads are an excellent way to reach the students in your target audience and to generate high-quality leads. Prospective students will perform a significant amount of searches when trying to find higher education options, which means that PPC ads are a great way to put your school in a position to be found. They’re also very cost-efficient since you are only paying for the clicks that your ad gets.

When using PPC ads, there are a few things you’ll want to keep in mind. For example, you need to know who your audience is and what they are searching for in order to choose the right keywords and create effective ad copy. You will also need to take great care in deciding where to place your ads to best reach your audience.

Optimizing your site for SEO

To improve your page rankings and increase exposure to potential students, you’ll need to make sure that your website is properly optimized for SEO (search engine optimization). This includes paying attention to both on-page and technical SEO, using high-quality, relevant keywords, and earning high-quality external links. All of these elements are important in bringing in more organic traffic. Building up your external links will also help you bring in a bigger audience from other relevant websites and will go a long way towards expanding brand awareness and building a positive brand reputation for your school.

Read our article: Essential Website Optimization Techniques To Increase Visitors

Creating high-value content

Prospective students will do a substantial amount of research before making a decision. Not only do most students have to pay for a higher education, it requires them to commit a significant amount of their time to it as well. They’ll want to make sure they make the right choice, w

hich is why you will want to provide them with plenty of content on your site that is relevant and helpful to their interests.

Not only can good content help with your SEO efforts (thereby drawing in more organic traffic), it can help establish your school as an authority, which will make your programs more attractive to potential students.

Establish a regular social media presence

A regular social media presence will put you in a position to communicate directly with prospective students, allowing you to address questions and concerns, provide valuable information, and to develop relationships with students, thereby building trust.

These are just a few of the marketing strategies for higher education that can help give your school an advantage attracting prospective students for years to come.

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PPC landing pages

PPC Landing Pages and Other Trends You Should Know in 2018

As 2017 draws to a close, another exciting and interesting year of PPC marketing will conclude soon. PPC landing pages still hold strong, but the other trends in pay per click marketing are worth analyzing as well. That also means it is time to anticipate the future landscape and direction of paid search, with some help of the smartest guys in the industry. Voice search and artificial intelligence were two of the hottest topics in 2017, and it is likely that we will hear plenty more about them in the next year, as well as PPC landing pages.

In 2018, Ilya Cherepakhin predicts that PPC marketers will get pushed on two important fronts. They will unleash the intelligence and power of audience management and make inroads into voice search. Although there are other challenges, such as smart bidding automation, multi-channel attribution and cross-device analytics, he contends that voice search and audience management are likely to open up bigger frontiers for success, besides the good old PPC landing pages.

Voice search, though still evolving, cannot be overlooked. Marketers will have to rethink and devise new strategies for natural presence and PPC. This is because voice technology will tap into a considerably different kind of user behavior compared to that of an average mobile user. The use of existing mobile search technique will not be enough. It would be essential to have new and more relevant marketing objectives, reconsider the type of products and services that are more suitable for voice users, and come up with better mobile experiences for these users.

Artificial intelligence (AI) has been a buzzword in the current year. In 2018, it will become an even bigger element of marketing workflows. A lot has been said about Google introducing the use of AI for both conversion optimization and attribution modeling. However, over the course of 2018, use of Google’s AI is expected to skyrocket. Many bid management platforms have started to adopt artificial intelligence into their algorithms too.

Check out this article about Video Marketing

Although AI is driving better performance and outcomes, it is important to keep in mind that at the end of the day, human interaction is very crucial. Over-reliance on AI can lead to a few big shakeups. In 2018, we can continue to anticipate more improvements in the automation of PPC fueled by more sophisticated artificial intelligence and machine learning. What experts find most exciting probably is that PPC advertisers will have much more options compared to the past to leverage the technology. This is because it is getting integrated into many third-party tools.

It is also expected that more marketers will add long-tail keywords in their search account, and strive to better understand if there is sufficient difference between regular text searches and voice search to justify additional builds. Although experts guess that there would only be relatively small gains, plenty of marketers expect the incremental gains will make it easier for them to attain their 2018 goals.

According to Jeff Baum, an important trend for many PPC marketers to concentrate on in 2018 will be the adoption of machine learning. With upgrade to its ad rotation settings, smart bidding technologies, and the roll out of numerous smart display campaigns, Google has indicated that machine learning will be crucial for improving performance.

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The Battle of Search Advertising vs. Social Media Marketing

Juliana Casale | September 30th, 2014 | iMediaConnection

Media spend on marketing, particularly online, continues to rise in 2014. As CMOs gain confidence in their ability to generate revenue through digital channels — especially mobile — they will continue to invest time and resources into online methods of driving user acquisition and retention. According to the chief marketing officer council’s eighth annual “State of Marketing” report, 54 percent of marketers plan to boost their budgets in 2014, focusing on the following approaches:

That last percentage may be surprising to most digital advertisers, since Google (71 percent global search engine market share) has been the online marketing industry standard for the past decade. According to a recent reader survey run by Ad Age, “Respondents ranked the search giant as the best ad platform for ROI, and its video channel, YouTube, fell fourth behind Facebook and Twitter.” So, why wouldn’t a brand invest solely in the digital channel that provided the highest return on investment? Here are a few reasons.

Read more

5 Benefits of Google AdWords

Jose Capelo | September 4, 2013 | Business And Entrepreneurial News

Google Ad Words is a PPC advertising or pay per click advertising that was created by Google in early 2000. Since then, thousands of people and businesses have created highly effective advertising campaigns allowing them to generate revenue, and selling a number of products and services through the web and search engines.

Advantages of Google AdWords

Although AdWords is not as new as we might imagine, many people are still unaware of the advantages that this system can bring to their businesses. That’s why we share this with you, offering some advantages that AdWords brings to advertisers:

Measurement and analysis

Unlike other advertising systems, with Google AdWords you can measure and know exactly when you are generating your investment and ROI. You know for sure that keywords are the announcements and initiatives you are working. Allowing constantly optimization of your campaigns and get more results (conversions) over time.

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Website Design & SEO Help Providers Build Census | Tips & Guidelines

The development of a strong website with relevant content that is search-engine friendly is becoming increasingly important in the senior living industry. As housing rebounds and more older boomers look to sell their homes and move into active senior communities and assisted living facilities, reliance on the Internet is greater than ever before.

With seniors and their adult children becoming savvier in Internet usage, it is becoming critical for the senior living market to address its target audiences online. A strong website that is easily found by the search engines (such as Yahoo and Google) is key to generating interest. For some, it is the first step to determine which community to visit.

Forward-thinking operators and owners of senior living communities are learning to harness the power of the Internet.
Read more

Mobile Marketing & PPC Campaigns

Smartphones, and other internet capable phones, are changing the way people use their phones and browse the Internet on the go. Although smartphones’ Internet experience is similar to a desktop browser, the impact of mobile search can have an effect on your pay per click campaigns.

In addition to the growth of search volume, mobile search may affect your PPC campaigns in the following ways:

  • Mobile search queries tend to use shorter keyword phrases than desktop or laptop based searches. This is due to the mobile device’s keyboard and user’s environment.
  • Mobile search queries are more likely to be local in nature.
  • Mobile searchers are consumers that you want to get your brand and products in front of, but do not expect many online sales just yet. Many clickers on mobile devices are looking for a local store instead of looking to purchase online.

With more and more users switching to smartphones and phones with Internet capabilities, it is important for advertisers participating in paid search to be aware of these new trends to stay ahead of the mobile search curve.

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