Digital Marketing for Higher Education

Duration: 54:57

Janet Driscoll Miller and Heidi Smith lead this higher education digital marketing strategy webinar on higher education, just in time for the 2017-2018 recruiting year. They share insights gleaned from many years of helping leading universities like UVA, University of Washington, and American University to plan and execute winning SEO and Digital Advertising strategies.

The higher education marketing webinar covers:

  • Updating your SEO strategy for the challenges and opportunities available in 2017 and 2018
  • Integrating search advertising with social media advertising on platforms like Facebook and LinkedIn to maximize effectiveness
  • Leveraging remarketing for highly targeted, cost-effective advertising
  • And much more…

Who Should Watch: University/college marketers who want to take their digital marketing to the next level. Managers and Directors of Marketing will find the focus on digital marketing strategy particularly useful and timely as you are planning to kick off your next set of recruiting.

2 Minute Transcript
The first thing we're going to talk about are challenges. What are the things that are really specific to higher ed that we often see? What can we do to make sure that we're tracking everything the way we want, that we're getting all of the ads the way we want, and showing the things that we want to show? One of the opportunities we're also going to talk about today is search engine optimization and digital advertising, then we're going to follow up with a little bit about measurement. So first off, how is it that students are researching colleges today? This is a study that was actually done by the national research center for college and university admissions five years ago and is this is the most recent study I could find. Maybe you've seen something even more recent, but what I’ve seen here, and I think that it's probably no shock to any of you, is that search engines are certainly a big part of how people are finding university programs, college programs, and applying. So, we know we have to pay attention to things like SEO, digital ads, paid search ads, and so forth. We also know that when you think about how people interact and find the program and eventually apply, what we also know is that it takes typically more than one visit for them to make that commitment. Just looking at one sample certificate program that we work with, we found that an applicant had to visit at least three times before they even started the application process, and that's for a certificate program which is probably a lower commitment than say going for a master's degree. So, one of the things we have to really consider is, how are we going to keep bringing them back to our site, not just attracting them, but bringing them back?

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