+  

University  of  Wolverhampton  

Digital  marketing  strategy  

Celine  Domenech  –M:  07972287819  E:  domenech.celine@gmail.com  

+  

The  Brief    

How  can  digital  marketing  support  the  

growth  of  research  for  Wolverhampton  

University?  

 

+Situa7on  Analysis  Audience  

Current  activities  

Room  for  improvement  

+Audience  groups  

n  Students  &  Professors  n  Applications  n  Research  support  

n  Businesses  &  organisations  n  Interest  registration  n  Research  support  n  Funding  

n Media  &  Press  n  Spread  the  word  n  National/  International  attention  

+Iden7fiable  ac7vi7es    (SimilarWeb)    

n  Social  media:  1.5%    

n  Search  35%      n  Organic  (>99%)  n  Paid  search  (<1%)  

 

n  Referral  trafSic:  24%  n  Primarily  intranet  

n  Display  ~0.11%  

n  Emailing  10%  

 

+What  you  would  expect  

n  Search  55%      n  Organic  (95%)  n  Paid  search  (5%)  

n  Direct:  18%  

 

n  Referral  trafSic:  20%  n  Partners  &  AfSinity  sites  

n  Emailing  5%  

 

+  

The  elephant  in  the  room  •  Content  for  excitement  and  engagement  

•  Communication  

•  Networking  

•  Self-­‐contained  content  

+  

The  objec7ves  of  the  strategy  •  Attract  visitors  to  the  research  section  of  the  website  

•  Generate  more  leads  for  the  research    

•  Communicate  a  positive  brand  image  about  the  research    

•  Excite  the  public  and  the  media  

•  Increase  the  potential  of  the  research  sector    

+Strategic  ac7va7on  Acquisition  

Brand  awareness/  reputation  

Advocacy  

+Acquisi7on  

Improve  content  visibility  

Targeted  recruitment  campaigns  

Maximise  conversion  potential  

Link  proSiling  Domain  authority  

Ranking  Visit  metrics  

Return  on  Ad  Spend  Conversions  

Engagement  metrics  Conversions  User  lists    

ACTIVITY

 KP

I  

Google  Analytics  £65/mo  (MOZ)  

Min  £500/mo    Free  Google  tools  

CRM  tool    Google  Analytics  TO

OLS  

+  

What  does  good  look  like?  •  Lateral  content  generation  

•  SEO  results  

•  Search  advertising    

•  Increase  of  conversions  

+Brand  reputa7on  

Maximise  content  engagement  

Build  communication  campaigns  

The  touch  of  ‘awesome’    

Engagement  metrics  Brand  mentions  Inbound  links  

Engagement  metrics  Sentiment  metrics    CRM  list  status  

Engagement  metrics  User  behaviour  Brand  sentiment  

ACTIVITY

 KP

I  

Google  Analytics  £65/mo  (MOZ)  

 

Design  (tbd)  Rival  IQ  (£130/mo)  

CRM  system    

Development  (£40-­‐50k)  Google  Analytics  

Market  research  (£8-­‐10k)    TO

OLS  

+  

What  does  good  look  like?  •  Digital  PR  

•  Knowledge  hub  

•  Communication  matrix  

+Advocacy    

Leverage  your  networks  

Build  advocacy  programmes  

Reach  metrics  Engagement  metrics  

Engagement  metrics  Visit  metrics  Inbound  links  

ACTIVITY

 KP

I  

LinkedIn  Partner  networks  

Webcam  Google  Analytics  Google  Hangouts  £65/mo  (Moz)  

 

TOOLS  

+  

What  does  good  look  like?  •  Advocacy  links  

•  Real-­‐time  sharing  

•  LinkedIn  optimisation  

+Roadmap  &  Success  

MELODY  

RYTH

M  

BASS  

Controls  &  Data  Analysis  

SEO  

Time  

General   Acquisition   Brand  rep.   Advocacy    

RT  experts   RT  experts  RT  experts  Case  study   Case  study   Case  study  Case  study  

Hub  built   Hub  activities  

Digital  PR   Digital  PR  

PPC  &  Display  

Content  marketing  

Data  capture  

Remarketing  &  automation  

Emailing   Emailing   Emailing  

Brand  sentiment  

Advocacy  partnerships  

Social  media  

Leverage  network  

ProSiling  UK   ProSiling  International  

+Measuring  success  

Celine  Domenech  -­‐  07972287819  

n  Acquisition  n  Increase  visits  n  Higher  keyword  ranking  n  Increase  conversions  n  Increase  of  user  list  (CRM)  n  Positive  ROI  on  Ads  

n  Advocacy  n  Increase  of  outreach    n  Higher  link  proSile  n  Increase  of  views  (Hangouts)  n  Increase  of  LinkedIn  followers  

n  Brand  reputation  n  Increase  of  brand  mentions  n  Increase  of  social  media  engagement  

n  Increase  of  inbound  links  n  Increase  of  brand  searches  

+Thank  you!