digital marketing strategy

Bob Johnson Consulting, LLC ... @HighEdMarketing 1

DIGITAL MARKETING STRATEGY©ROBERT E. JOHNSON, PH.D. 2015

Bob Johnson, Ph.D.AMA Symposium for the Marketing of Higher Education

Chicago, ILNovember 15-18, 2015


Who is Bob Johnson?• Specialty: online marketing communications• “Top Task” research partner w/Gerry McGovern at Customer Carewords, Ltd, Dublin, Ireland.

• 82 higher education clients since 2006.• “Your Higher Education Marketing Newsletter”… monthly to 3,350+ subscribers.

• @highedmarketing… 7,000+ Twitter followers.• “Higher Education Marketing” blog.• Symposium for the Marketing of Higher Education… chair, 1994 to 2003.


LET’S START…


OUR GOALS TODAY…Attend to the top element… your website.Focus on what’s most important… top tasks.Plan what’s most effective… targeted messages.Elevate a key online ingredient… speed.Adopt a strategy goal… increase conversions.


8 top elements of digital marketing…http://unbounce.com/noob-guide-to-online-marketing-infographic/

• Email marketing• Lead gen• Organic search• Conversion optimization• Analytics• Content marketing• Pay-per-click ads• Social media marketing


Does digital advertising work?https://marketoonist.com/


Your answer to this question?https://emma.uberflip.com/h/


The need for speed…• “Attention spans have been dropping steadily, and this is particularly the case for Millennials. A Microsoft study found that the average attention span was 12 seconds in 2000 and by 2014 had dropped to 8 seconds. (The attention span of a goldfish is 9 seconds.)”• Gerry McGovern, Digital Transformation, a new book in progress for 2016.


Goldfish set a high bar for speed…https://marketoonist.com/


Stealth at the graduate level…http://bit.ly/1KjXFTT


Marketer’s content marketing guide…http://bit.ly/1KjXFTT


OUR STRATEGY…A self-generated inquiry is the best inquiry.Advertising to increase conversion is more important than advertising to increase leads.


IF YOU WANT TO THRIVE IN DIGITAL MARKETING…8 Points to Remember.


LOVE YOUR WEBSITEYour website is (still) the core of everything.


FOCUS ON TOP TASKSFocusing on tasks important to the people who visit your website, social media, blogs increases brand value.


MAKE SURE LANDING PAGES WORKLanding page videos for UCLA and Northwestern University IMC program were not working for Fall 2014 ads.


RESPOND RAPIDLYRapid response tells people you care about their interest in you.First response: <24 hours.


BE WARY OF RESPONSIVE DESIGNBy itself, it is not a solution for web success in the mobile world.


BE SMART ABOUT CONTENT MARKETINGPeople don’t respond to typical “brand-centric” PR content no matter where it appears.


EMBRACE “BIG DATA”Essential to deliver the right message at the right time to the right people.


USE A CRM SYSTEMImprove your email response content and ability to track results from paid media.


3 KEY DEFINITIONS• Marketing strategy.• Mobile marketing.• Content marketing.


Marketing strategy definition…

• “Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.”• en.wikipedia.org/wiki/Marketing_strategy

http://www.google.com/url?url=http://en.wikipedia.org/wiki/Marketing_strategy&rct=j&sa=X&ei=ms1DT9X3OsG2qgHYr-jcCg&ved=0CC8QngkwAA&q=marketing+strategy&usg=AFQjCNFGqHIJGiIYmKVD6RB9Ah8q4xFxoQ


Mobile marketing definition…

• “Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”• http://www.mmaglobal.com/wiki/mobile-marketing


Content marketing definition…

• “Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”• http://contentmarketinginstitute.com/2012/06/content-marketing-definition


Content marketing elements…http://idfive.com/marketing-strategy-openedu-marketing-strategy-model/

• If content is not “relevant & valuable” these will fail…• Press releases• Monthly newsletter• Email (events, promotions, open houses)• Blog posts• Social media campaigns


Outbound marketing in a digital world…• Email marketing• Banner ads• Google Adwords• Retargeting ads• Native ads• Direct response display ads• “Custom audience” ads• Group or communal advertising


YOUR WEBSITE IS YOUR MOST IMPORTANT ONLINE ELEMENTThink mobile.But don’t forget the large screen.


Desktop engagement beats mobile…http://www.marketingsherpa.com/article/chart/content-engagement-by-industry

• A lesson for higher education…• “As a marketer you can

increase your customers’ overall engagement with your content by knowing your audience, ensuring the content is relevant to their needs and making it functionally accessible on their customers’ device of choice.”


Influential sources of information…Ruffalo Noel Levitz E-expectations survey, 2015


To answer a question…Ruffalo Noel Levitz E-expectations survey, 2015

Bob Johnson Consulting, LLC 32

KEEP. IT. SIMPLE.

What do most people want from your website? Fast task completion.

THE GOLDEN RULE…

<5 seconds to connect as a page opens.



Attention to Jakob Nielsen…http://www.nngroup.com/articles/university-sites/

Top 10 Design Guidelines… My favorites…

• #5• “Make it easy to view a list of

majors and programs.”• #8

• “Follow the user journey: check the main tasks for each of your audiences.”

• #9• “Beware the perils of making

your website ‘cool.’“


Top tasks for future students…• Top tasks at the start…

• Find the programs you offer.• Visit the academic program(s) of interest.• Learn what you will cost.• See if your grads are successful (AKA, “outcomes”).

• Other important tasks• Who enrolls at this place?• What’s required for admission?• Where are you located?

• For transfers (AKA, “adults”)• What credits will transfer?


Not top tasks for future students…• Try not to clutter a web page with obstacles to a smooth task completion journey:• Reading mission statements… for the university or for individual administrative departments.

• Reading messages from deans and presidents.• Learning when a college was founded.• Scanning news story headlines.• Watching home page carousels unfold.


Find top tasks via “search”?http://www.xavier.edu/


Tasks grouped by recruitment cycle…http://www.esu.edu/admissions/index.cfm


Top tasks for specific department…http://studyabroad.arcadia.edu/


Rapid cost estimator…http://www.wellesley.edu/admission/affordable/myintuition


Online transfer credit information…https://www.franklin.edu/transfer-credit-college-course-equivalency-tool


Responsive design is not a panacea…http://www.ucsd.edu/

Critical decision: words or photo first?http://www.ucsd.edu/


http://www.ucsd.edu/


Let Google help you…https://developers.google.com/speed/pagespeed/insights/


INQUIRY FORM SUCCESS SECRET…Keep it short & simple.Resist database tyranny.


Key step to higher inquiry capture…http://online.gannon.edu/request-more-information


Professional schools keep it simple…http://bit.ly/1aDruV9


Give people a reason to use your form…

Cornell University

• "Join our contact list and receive emails, electronic invitations to programs, and important admission updates by completing the form below."

American University• “To receive additional information

for Undergraduate Programs at American University, please complete and submit the following form. To use this form, you must have Java script enabled in your web browser. AU is sensitive to privacy issues and will not sell or otherwise distribute information obtained from this form. If your browser does not support forms, send mail to [email protected] to request application materials.”

mailto:[email protected]

An unusual auto response…https://www.findlay.edu/admissions/Request-Info


EMAIL RESPONSE MARKETING…Mobile friendly.Personal.Quick to scan.


7 key points…• Subject line: Use the name of your school.• Be personal… Use the student’s name.• If you ask for personal information, use it

• Especially academic program interest• Use space between paragraphs!• Be personal… Close with the name of a real person.

• Consistent schedule… at least weekly.• Consistent design format.


This is good…


This is not so good…


A “WAR ON ADVERTISING”…The growth of ad-blocking software.


“Spray and pray” ads don’t work…https://marketoonist.com/


And ad-blocking software grows…https://marketoonist.com/


Social media advertising dilemma…• “Social media is a very personal experience for most users and it is not clear yet just how much advertising they will tolerate from this medium.”• “Mobile social advertising makes quantum leap forward” at http://

bit.ly/16mOktB Mobile Marketer, April 2013

• Big Data = increased ability to target• Facebook• Twitter• LinkedIn

http://bit.ly/16mOktB

http://bit.ly/16mOktB


Steady growth in online advertising…http://bit.ly/1JsVKMX


Some teens will respond to ads…Noel-Levitz E-expectations survey, 2014


Recognition is the ad response key…Noel-Levitz E-expectations survey, 2014


The “war on advertising”…https://adblockplus.org/…………http://bit.ly/1PM5nv7

Ad blocking software… Is very popular…

• 58% of people say they use ad blocking software.

• Targeted ads are “somewhat relevant”• Retargeting ads• Social media ads

• 54.3% say mobile ads are negative.


You can survive an ad-blocker…https://adblockplus.org/en/acceptable-ads#criteria


IAB now encourages “leaner” ads…http://www.theatlantic.com/technology/archive/2015/10/are-the-ad-blocking-wars-already-over/412327/


CUSTOM ADVERTISING…The Facebook example…Targeting your current audience on a mass media site.


Creating a “custom audience”…https://www.facebook.com/business/a/online-sales/custom-audiences

• Conversion ads to move people through the recruitment cycle.• Send ads to potential

students already in your database.

• Inquiries or Applicants?• Upload contact info (email,

phone, IP address)… FB will match with its current database.

• FB says 40% to 60% match for email.


Your selectivity options…


Create a “customer” custom list…


Based on people already on record…


Advertising for campus visits…


Or create a “Lookalike” audience…• Important…

• You can use geographic selection to narrow a “Lookalike” audience for

• primary recruitment areas,

• college fair locations,• sports events.


(1) Create your ad, visual…


(2) Create your ad, text…https://www.facebook.com/business/news/lead-ads


Our landing page…https://www.calvin.edu/offices-services/financial-aid/affordability


Change in conversion tracking… 2016https://www.facebook.com/business/help/651294705016616/


“Lead ads” for easier form completionhttps://www.facebook.com/business/news/lead-ads-launch


An article to get started…http://www.socialmediaexaminer.com/facebook-custom-audiences-for-increased-reach


RETARGETED ADVERTISINGCreepy to some… Successful to others.


The retargeting trail…


Lucid agency asks 5 questions…http://bit.ly/TjUlOz

• Do you have an online marketing budget of at least a $1,000 dollars per month?

• Do you have at least a few thousand visitors to your Website each month?

• Do you sell a product or service with a long consideration cycle or customer research process?

• Are you concerned with continued branding for your business online?

• Do you have significant online competitors?


RETARGETING MESSAGE STRATEGY…Focus on academic program page (or series of pages) visited.But you can select any page you wish.


Retarget for individual programs…http://onlinemba.neu.edu/

School home page… M.S. in Finance…


Starting with a search in May 2012…


REJ on Flyertalk…


REJ on the Washington Post…http://wapo.st/HfuLaY


REJ on a automobile forum…


Explore retargeting specialists…https://blog.kissmetrics.com/remarketing-and-retargeting-services/

• AdRoll• Chango• Perfect Audience• Triggit• ReTargeter• Google• (Lucid Agency)


Targeting options…• Worldwide• U.S.• Custom locations

• U.S. zip codes only• Country• Region• Metro or city


Use AdWords? Check Google first…https://support.google.com/adwords/answer/2454000?hl=en


LANDING PAGES…Repeat & Reinforce the Ad Message.Use short & simple forms.


Landing page for a retargeting ad…http://bit.ly/1GNygXN


Skip the dense text block…http://bit.ly/1RDEycV


BRANDING ACROSS SOCIAL MEDIAAugustana University…Consistent brand message.On every social media site.


On Facebook…https://www.facebook.com/AugustanaSD/info/?tab=overview

• “Augustana University is a community where challenging academics, a caring environment and reasonable cost come together to create exceptional value.”


“Exceptional Value” also on Pinterest…

• “Augustana College (SD) is a community where challenging academics, a caring environment and reasonable cost come together to create exceptional value.”


On Twitter…• “Augustana College (Augie) campus & student life - where challenging academics, a caring environment & reasonable cost come together to create exceptional value.”


And on Instagram…• “Augustana College (SD) Official Augustana College (Augie) campus & student life — challenging academics, a caring environment & reasonable cost create exceptional value. http://www.augie.edu”

http://www.augie.edu/

http://www.augie.edu/


And on LinkedIn…• Opening text notes “reasonable cost” and “exceptional value.”

• “See more” includes URL (not live link) to the “value” page.


IN THE (NEAR) FUTURE…


Future opportunities & challenges…http://bit.ly/1p6wzqm


Extraordinary speed…• “In 2000, “the first ads we wrote for Oracle were about 7 seconds. If the consumer was online and didn’t get the content that they wanted within 7 seconds, they’d be gone.

• “Now 7 seconds is a lifetime.”• In 2017?

• “If Spotify is fixated with delivering content in under 200 milliseconds now, can you imagine what the competition will be in 5 years?”• Lawrence A. Kimmel, CEO, Direct Marketing Association


A verbal search future… https://support.google.com/chrome/answer/1331723?hl=en

• In the mobile world, no need to touch anything.

• What words will your visitors use?

• Must work better than your “search” works now.

• “Top task” even more important… know “Taskwords.”

https://support.google.com/chrome/answer/1331723?hl=en


More video content…http://www.startstorytelling.com/

http://www.startstorytelling.com/


Growth hacker marketing is buzzing…

The book… The course…


WRAPPING UP…STRATEGY POINTS FOR SUCCESS


Digital strategy steps…• First website impression is critical…

• Top tasks from customer viewpoint.• Abandon “marketing speak” content.• Website is most important.

• Concentrate on increasing conversions.• Simple online inquiry forms boost ROI.• Immediate inquiry response…

• Telephone, email, or texting.• Continuing response unless told to stop.• Big Data to focus advertising.


An underused strategy element…• Academic program interest of potential students as the starting place…• Use academic program interest from first response• Inquiry, application & finance options from every

academic program page.• Custom advertising & retargeting based on academic

program page data.• Academic content written for students, not faculty and

their friends.• Social media plan for selected programs.• Video stories from students and faculty in academic

programs.


THANKS FOR BEING HERE IN CHICAGO!Bob Johnson, [email protected]@highedmarketing


DIGITAL MARKETING RESOURCES12 sites and subscriptions to add to your kit bag.


Stay current with ClickZ…http://www.clickz.com/


Social Media Examiner…http://www.socialmediaexaminer.com/


Search Engine Watch… http://searchenginewatch.com/


Content Marketing Institute…http://contentmarketinginstitute.com/


Pew “Internet & Tech” research…http://www.pewinternet.org/


Customer Carewords…http://www.customercarewords.com/


Internet Advertising Bureau…http://www.iab.com/


Industry self-regulation…http://www.aboutads.info/


To watch U.S. legalities…http://1.usa.gov/1oiQJLP


“Secret guide” to CRM selection…http://bit.ly/1xGPtfw


And weekly Google searches…

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