enhance your website redesign with a digital marketing assessment
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TRANSCRIPT
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Enhance your Website Redesign with a Digital Marketing Assessment
Enhance Your Website Redesign with a Digital Marketing Assessment
Philippe Taza
DIGITAL ANALYST
Higher Education Marketing
To view the 30 minute, live recording of this webinar, go to this link.
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Enhance your Website Redesign with a Digital Marketing Assessment
TODAY’S AGENDA
• Define Marketing Goals for your Website Redesign
• The Importance of Benchmarking your Current Site
• The Digital Marketing Assessment – Assess your Information Architecture
– Examine your Site Analytics
– Evaluate your SEO
– Survey your Content
– Analyze your Social Media
• Marketing Priorities and Recommendations for your Redesign
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Enhance your Website Redesign with a Digital Marketing Assessment
> Define Marketing Goals for your Redesign
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Enhance your Website Redesign with a Digital Marketing Assessment
> Benchmark your Current Site
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Enhance your Website Redesign with a Digital Marketing Assessment
> The Digital Marketing Assessment
• Information Architecture
• Analytics/Conversions
• Search Engine Optimization
• Content
• Social Media
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Enhance your Website Redesign with a Digital Marketing Assessment
> Assess your Information Architecture
• IA is the art and science of organizing the content and flow of your website to produce a structure/design that balances the user’s desires with your business needs.
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Enhance your Website Redesign with a Digital Marketing Assessment
> Assess your Information Architecture Example: URL Page Depth
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Enhance your Website Redesign with a Digital Marketing Assessment
> Examine your Site Analytics
![Page 9: Enhance your website redesign with a digital marketing assessment](https://reader033.vdocuments.us/reader033/viewer/2022051817/54841f37b47959e70c8b4b27/html5/thumbnails/9.jpg)
Enhance your Website Redesign with a Digital Marketing Assessment
> Examine your Site Analytics
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Enhance your Website Redesign with a Digital Marketing Assessment
> Google Analytics Checklist
• Cross Domain Tracking?
• Profiles and Filters
• Goals and Goal Values
• Webmaster Tools and AdWords linking
• Campaign Tagging
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Enhance your Website Redesign with a Digital Marketing Assessment
> Google Analytics Goal Value
• Assign a $ value to Goals achieved
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Enhance your Website Redesign with a Digital Marketing Assessment
> Implement Cross Domain Tracking Facebook Promotion
Prospective Student Microsite www.CollegeMicrosite.com
Main College Website www.College.edu
Website Goals and Registrations
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Enhance your Website Redesign with a Digital Marketing Assessment
> Implement Cross Domain Tracking
GA Account 1
• Facebook Visitors will be identified in GA1
Facebook Promotion
Prospective Student Microsite www.CollegeMicrosite.com
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Enhance your Website Redesign with a Digital Marketing Assessment
> Implement Cross Domain Tracking
GA Account 2
• FB visitors will not be identified – traffic will appear to be coming from www.CollegeMicrosite.com in GA 2
Prospective Student Microsite www.CollegeMicrosite.com
Main College Website www.College.edu
Website Goals and Registrations
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Enhance your Website Redesign with a Digital Marketing Assessment
> Implement Cross Domain Tracking
GA 1 is installed with Cross domain tracking on ALL webpages
Facebook Visitors are clearly visible in GA 1 and we can measure the number of Website Goals and Registrations that origin from that campaign
Facebook Promotion
Prospective Student Microsite www.CollegeMicrosite.com
Main College Website www.College.edu
Website Goals and Registrations
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Enhance your Website Redesign with a Digital Marketing Assessment
> Factoring SEO into your Redesign
SEO is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.
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Enhance your Website Redesign with a Digital Marketing Assessment
> Evaluate your SEO
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Enhance your Website Redesign with a Digital Marketing Assessment
> Evaluate your SEO
![Page 19: Enhance your website redesign with a digital marketing assessment](https://reader033.vdocuments.us/reader033/viewer/2022051817/54841f37b47959e70c8b4b27/html5/thumbnails/19.jpg)
Enhance your Website Redesign with a Digital Marketing Assessment
> Evaluate your International SEO
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Enhance your Website Redesign with a Digital Marketing Assessment
> Evaluate your SEO – Site Errors
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Enhance your Website Redesign with a Digital Marketing Assessment
• Identify priority content
• Prioritize conversion events in redesign
• Examine visitor flow through key pages
• Compare your content to your competition’s content
> Survey your Content
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Enhance your Website Redesign with a Digital Marketing Assessment
> Identify and Prioritize your Key Pages for Redesign
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Enhance your Website Redesign with a Digital Marketing Assessment
> Examine Visitor Flow through Priority Content
![Page 24: Enhance your website redesign with a digital marketing assessment](https://reader033.vdocuments.us/reader033/viewer/2022051817/54841f37b47959e70c8b4b27/html5/thumbnails/24.jpg)
Enhance your Website Redesign with a Digital Marketing Assessment
> Prioritize Pages and Elements that Lead to Conversions
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Enhance your Website Redesign with a Digital Marketing Assessment
> Survey your Competition for Content Weaknesses and Opportunities
• Program pages are extremely thorough but CTA could be clearer
• Incorporate videos in student testimonials
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Enhance your Website Redesign with a Digital Marketing Assessment
> Analyze your Social Media Landscape
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Enhance your Website Redesign with a Digital Marketing Assessment
> Analyze your Social Media Traffic
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Enhance your Website Redesign with a Digital Marketing Assessment
> Analyze your Social Media Conversions
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Enhance your Website Redesign with a Digital Marketing Assessment
> Put Social Media into the Proper Perspective
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Enhance your Website Redesign with a Digital Marketing Assessment
Marketing Priorities and Recommendations for your Redesign
• Identify Benchmarks, set new Goals
• Improve Information Architecture
• Improve Content
• Protect and improve SEO
• Integrate and improve Social
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Questions?
Philippe Taza [email protected]
.www.higher-education-marketing.com
@PhilippeTaza
Lance Merker [email protected]
www.omniupdate.com
@lancemerker