human connection and your prospective - cuprap · 2019. 3. 26. · •automatically tests different...
TRANSCRIPT
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@CarnegieDartlet | #CarnegieConf
Human Connection
and Your Prospective
Students’ Online Journey
Mark Cunningham
Carnegie Dartlet
Allison Goodin
Cedar Crest College
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@CarnegieDartlet | #CarnegieConf
, Right?
WHO ARE YOU?
Understanding your institution’s
psychology and personality is
fundamental to marketing success
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@CarnegieDartlet | #CarnegieConf
, Right?The same goes for your audience.
Understanding the psychographics of
your consumer is the key to making
intelligent and meaningful
connections.
Anything else is a hope and a prayer.
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@CarnegieDartlet | #CarnegieConf
, Right?
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@CarnegieDartlet | #CarnegieConf
, Right?
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@CarnegieDartlet | #CarnegieConf
, Right?
The Gray Cliché
Generic
&
Confused
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@CarnegieDartlet | #CarnegieConf
, Right?
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@CarnegieDartlet | #CarnegieConf
, Right?Change Your Life. Start Here.
Life's Calling
It's Your Life
Your Extraordinary Life
The Life of the Mind
Change Your Mind. Change Your Life.
Minds. Motivated.
Inspiring Minds
Inspiring Innovation
Innovation Is Our Tradition
Innovation. Education.
Education for Service
Education for Individual and Social Responsibility
Education for a World Stage
Education for an Inspired Life
Education Redefined
Education on Your Terms
Your Education. Your Way.
Personal Education. Lifetime Success.
Personal Education, Extraordinary Success
Where Success Begins
Where Success Is a Tradition
Your Success. Our Tradition.
Experience Tradition. Expect Success…
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@CarnegieDartlet | #CarnegieConf
, Right?
FACT
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@CarnegieDartlet | #CarnegieConf
, Right?
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@CarnegieDartlet | #CarnegieConf
, Right?
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@CarnegieDartlet | #CarnegieConf
, Right?
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@CarnegieDartlet | #CarnegieConf
, Right?
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@CarnegieDartlet | #CarnegieConf
, Right?
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DEFINE THE
HUMAN PERSONALITY
OF YOUR SCHOOL
#1
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@CarnegieDartlet | #CarnegieConf
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@CarnegieDartlet | #CarnegieConf
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IMPLEMENTATION
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#2DEFINE THE
DEMO & PSYCHO
OF YOUR STUDENTS
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@CarnegieDartlet | #CarnegieConf
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@CarnegieDartlet | #CarnegieConf
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@CarnegieDartlet | #CarnegieConf
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@CarnegieDartlet | #CarnegieConf
, Right?
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@CarnegieDartlet | #CarnegieConf
, Right?
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@CarnegieDartlet | #CarnegieConf
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@CarnegieDartlet | #CarnegieConf
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@CarnegieDartlet | #CarnegieConf
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@CarnegieDartlet | #CarnegieConf
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OUR DIGITAL LIVES
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@CarnegieDartlet | #CarnegieConf
Targeting Strategies
• Behavioral
• Demographic
• Household
• Lists
• Locations people visit
• Website visitors
• Look-Alike audiences
Who. What. When. Where. Why.
Every Time You See an Ad Online, There’s a Reason
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@CarnegieDartlet | #CarnegieConf
Google knows a lot about you.
Because you’ve told them a lot about you.
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@CarnegieDartlet | #CarnegieConf
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@CarnegieDartlet | #CarnegieConf
Relevance
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@CarnegieDartlet | #CarnegieConf
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@CarnegieDartlet | #CarnegieConf
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@CarnegieDartlet | #CarnegieConf
Segment Your Audience
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@CarnegieDartlet | #CarnegieConf
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@CarnegieDartlet | #CarnegieConf
List-Based
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@CarnegieDartlet | #CarnegieConf
Lookalike Audiences
List of Enrolled Students
Or
Website Traffic
Targeting Parameters
+
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@CarnegieDartlet | #CarnegieConf
Lookalike Audiences
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@CarnegieDartlet | #CarnegieConf
Display Ad Impact on Search
49% more likely to visit an
advertiser’s site 40% more likely to search
for a brand
Create demand
Capture demand
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@CarnegieDartlet | #CarnegieConf
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@CarnegieDartlet | #CarnegieConf
Keyword Strategy
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@CarnegieDartlet | #CarnegieConf
Utilize Google’s search terms report to find:
• New relevant keywords to bid on
• Negative keywords to exclude
• Ideas for copy points to highlight in your ads
Keyword Research: Search Terms Report
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@CarnegieDartlet | #CarnegieConf
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@CarnegieDartlet | #CarnegieConf
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• Set up to 15 headlines and 4 descriptions.
• Automatically tests different combinations and learns which perform best.
• Currently in beta and may not be available to all Google Ads Advertisers.
Responsive Search Ads
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@CarnegieDartlet | #CarnegieConf
56
“Social”
Media
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Personality and Social Media Platforms
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Expanded awareness is ROI.
Increased consideration is ROI.
To build strong, long-term relationships on social that go beyond
click-and-buy, you must expose people to your brand in a
visually satisfying way, link them to more information and make
authentic engagement a primary focus.
This is the content that consumers, who use social primarily to
interact with friends and family, are most interested in from
brands.
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@CarnegieDartlet | #CarnegieConf
Your Social Media Cheat Sheet
Graduate Graduate
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@CarnegieDartlet | #CarnegieConf
Social Media Marketing
Sponsored Ads
Cost-effective outreach and natural appearance of social ads
encourage high engagement rates
Great for brand awareness and a strong complement to
other social strategies in a comprehensive plan
List TargetingMatch e-mail address list to social accounts for one-to-one targeting and full-funnel messaging
Lead GenerationSegment individuals and target them with an ad containing a built-in, pre-populated lead generation
form without leaving the site or app
RetargetingUsing customized audiences and behaviors exhibited on your website, stay in front of prospective
students when they navigate away from your site and onto their favorite social media platforms
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@CarnegieDartlet | #CarnegieConf
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@CarnegieDartlet | #CarnegieConf
• Facebook users are accustomed to their feeds being filled with autoplaying videos
from various sources.
• Instagram and Snapchat users think nothing about spending minutes at a time
habitually scrolling through live video stories.
• Advertisers can tailor video ads that resemble content from users’ followers.
• Audiences are expecting video content from their feed which increases likelihood
for engagement.
• Targeting and personalization abilities drive more consistent conversions.
VIDEO
&
SOCIAL
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The top reasons that consumers watch videos on social:
To laugh (71%)
To see a good story (59%)
To feel inspired (51%)
---------------------
Consumers watch the most videos on Facebook (40%) and
YouTube (49%).
Videos get 21.2% more interactions compared to images and
18.6% more interactions compared to carousels.
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@CarnegieDartlet | #CarnegieConf
Help Your Audience Envision Themselves at Your School
1. Use current students in your
photos and videos
2. Showcase what makes your
school, campus, programs
unique
3. Use a call to action that will
make prospects want to take
the next step
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@CarnegieDartlet | #CarnegieConf
Drive traffic to your pre-loaded website: Allow users to swipe
up and view a web page that is instantly loaded.
3–5 seconds is the sweet spot: This length has shown the
most success at driving action.
Implement “Snapchat Auto Fill” on landing pages to help
increase form completions.
Snapchat is more “raw” or “organic” than other social media
platforms, so content doesn’t have to be 100% polished.
Snapchat Best Practices
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@CarnegieDartlet | #CarnegieConf
![Page 68: Human Connection and Your Prospective - CUPRAP · 2019. 3. 26. · •Automatically tests different combinations and learns which perform best. •Currently in beta and may not be](https://reader035.vdocuments.us/reader035/viewer/2022063010/5fc25cbedcb3d949f95d3bb0/html5/thumbnails/68.jpg)
@CarnegieDartlet | #CarnegieConf
Search Engine Optimization (SEO)
![Page 69: Human Connection and Your Prospective - CUPRAP · 2019. 3. 26. · •Automatically tests different combinations and learns which perform best. •Currently in beta and may not be](https://reader035.vdocuments.us/reader035/viewer/2022063010/5fc25cbedcb3d949f95d3bb0/html5/thumbnails/69.jpg)
@CarnegieDartlet | #CarnegieConf
Making users want to click on your result
when you do show up.
Providing useful information that matches
what users are looking for.
Having a good user experience to navigate,
learn more, and request information.
SEO Is Also About…
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@CarnegieDartlet | #CarnegieConf
Make sure your title tag and meta description contain the
same keywords as the on-page content and entices users to
want to click.
Your Metadata
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@CarnegieDartlet | #CarnegieConf
awareness
consideration
RFI
application
consideration
deposit
enroll
Think of your website like a funnel
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@CarnegieDartlet | #CarnegieConf
123 Highly engaged users viewed 123 pages on
average before applying
Tracked activity on the MBA pages of a university’s site over 3 months:
11.4 Applicants visited the site an average of 11.4
times before applying
Students are interacting with your site A LOT
(with the help of a ‘application fee waiver’ personalized interaction)
![Page 73: Human Connection and Your Prospective - CUPRAP · 2019. 3. 26. · •Automatically tests different combinations and learns which perform best. •Currently in beta and may not be](https://reader035.vdocuments.us/reader035/viewer/2022063010/5fc25cbedcb3d949f95d3bb0/html5/thumbnails/73.jpg)
@CarnegieDartlet | #CarnegieConf
• Are you communicating all that you can?
• Are you answering current and prospective student questions?
• Are you looking in your Google Analytics and Search Console
accounts to see your current users’ behaviors?
Do a Content Audit
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@CarnegieDartlet | #CarnegieConf
Evaluate how your internal site search serves up results
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@CarnegieDartlet | #CarnegieConf
Use Headers—Make Content Skimmable
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@CarnegieDartlet | #CarnegieConf
Is it Easy to Request More Info?
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@CarnegieDartlet | #CarnegieConf
Clear call to action,
above the fold on
desktop and mobile
Limit required form
fields to 5 or fewer
Clear program highlights and differentiators
Landing Page and RFI Best Practices
![Page 78: Human Connection and Your Prospective - CUPRAP · 2019. 3. 26. · •Automatically tests different combinations and learns which perform best. •Currently in beta and may not be](https://reader035.vdocuments.us/reader035/viewer/2022063010/5fc25cbedcb3d949f95d3bb0/html5/thumbnails/78.jpg)
@CarnegieDartlet | #CarnegieConf
Integrate Personalized Content
![Page 79: Human Connection and Your Prospective - CUPRAP · 2019. 3. 26. · •Automatically tests different combinations and learns which perform best. •Currently in beta and may not be](https://reader035.vdocuments.us/reader035/viewer/2022063010/5fc25cbedcb3d949f95d3bb0/html5/thumbnails/79.jpg)
@CarnegieDartlet | #CarnegieConf
Custom Content Example A/B Test
![Page 80: Human Connection and Your Prospective - CUPRAP · 2019. 3. 26. · •Automatically tests different combinations and learns which perform best. •Currently in beta and may not be](https://reader035.vdocuments.us/reader035/viewer/2022063010/5fc25cbedcb3d949f95d3bb0/html5/thumbnails/80.jpg)
@CarnegieDartlet | #CarnegieConf
Custom Content Example A/B Test
![Page 81: Human Connection and Your Prospective - CUPRAP · 2019. 3. 26. · •Automatically tests different combinations and learns which perform best. •Currently in beta and may not be](https://reader035.vdocuments.us/reader035/viewer/2022063010/5fc25cbedcb3d949f95d3bb0/html5/thumbnails/81.jpg)
@CarnegieDartlet | #CarnegieConf
The most valuable
asset in marketing is
the way people feel
about something.
![Page 82: Human Connection and Your Prospective - CUPRAP · 2019. 3. 26. · •Automatically tests different combinations and learns which perform best. •Currently in beta and may not be](https://reader035.vdocuments.us/reader035/viewer/2022063010/5fc25cbedcb3d949f95d3bb0/html5/thumbnails/82.jpg)
@CarnegieDartlet | #CarnegieConf
, Right?
![Page 83: Human Connection and Your Prospective - CUPRAP · 2019. 3. 26. · •Automatically tests different combinations and learns which perform best. •Currently in beta and may not be](https://reader035.vdocuments.us/reader035/viewer/2022063010/5fc25cbedcb3d949f95d3bb0/html5/thumbnails/83.jpg)
@CarnegieDartlet | #CarnegieConf
, Right?
![Page 84: Human Connection and Your Prospective - CUPRAP · 2019. 3. 26. · •Automatically tests different combinations and learns which perform best. •Currently in beta and may not be](https://reader035.vdocuments.us/reader035/viewer/2022063010/5fc25cbedcb3d949f95d3bb0/html5/thumbnails/84.jpg)
@CarnegieDartlet | #CarnegieConf
, Right?
![Page 85: Human Connection and Your Prospective - CUPRAP · 2019. 3. 26. · •Automatically tests different combinations and learns which perform best. •Currently in beta and may not be](https://reader035.vdocuments.us/reader035/viewer/2022063010/5fc25cbedcb3d949f95d3bb0/html5/thumbnails/85.jpg)
@CarnegieDartlet | #CarnegieConf
THANK YOU!