Digital marketing for higher further education colleges

Why should colleges should use online marketing & social media?

Digital Marketing Digital marketing is a combination of push and pull Internet technologies to execute marketing campaigns

Re- thinking marketing Traditional Outbound Marketing • Telemarketing • Trade shows • Direct mail • Email blasts • Print • TV/radio ads Interruption based New Inbound Marketing • Search Engine Optimisation • Blogging • Social Media • RSS feeds • Free tools/trials • Video Permission based

Search Engine Optimisation (SEO) Search Engine Optimisation (SEO) is a technique which helps search engines find and rank your site higher than the millions of other sites in search engines.

Search Engine Optimisation If you don’t read anything else, read this Guide!

What is SEO - Why is it important? Benefits of SEO : 1. Optimized Search Results – increases the ranking of your website on many search engines. 2. Increase Visibility – Search engine optimization helps to increase search engine visibility 3. Increased Online Traffic – This is a result of increase visibility in the search engines. 4. Cheap – If done properly, SEO helps promote your website for little cost.

Search Engine Optimisation PAID FREE! Vertical Search

Search Engine Optimisation People look here in search results according to eye tracking research.

www.webyogi.co.uk Title Heading h1 Alt image tag Copy

www.webyogi.co.uk SEO - keywords Keywords used by searchers are not necessarily what we think! Over 50% of searchers use key phrases of 3 words or longer Vital to a successful SEO campaign Local search - location specific key phrases are common use theses in title tags Aim to optimise your site on keyword per page with the most search volume

SEO - Optimise your site for keywords https:// adwords.google.com/select/KeywordToolExternal

SEO - Optimise your site for keywords Training courses for employers Apprenticeship provision Professional Development provision Higher Education provision Restaurant, Beauty Salon and Fitness Club Conference facilities Can you think of any other terms people might use to search for your services?

www.webyogi.co.uk SEO & Keyword tools Wordtracker - https:// freekeywords.wordtracker.com / SEObook - http:// www.seobook.com / Wordstream - http:// www.wordstream.com / SEOmoz - http:// www.seomoz.org /tools Yahoo clues - http:// clues.yahoo.com / Google insights for search http:// www.google.co.uk /insights/search/# IIS SEO Toolkit http://learn.iis.net/page.aspx/791/getting-started-with-the-seo-toolkit/

Local SE0 - Basics Get listed on … Google Places Yahoo Local Bing Local Facebook places

www.webyogi.co.uk Local SE0 – Social media Most of the networks have iPhone , Android , and BlackBerry apps. More tips from Mashable

Social Media Social media is just about human beings having conversations and relationships through the use of online technology. It’s simply a new form of mass media. It helps SEO by building relationships that may later turn into links and sales

The social media revolution - video http://www.youtube.com/watch?v=3SuNx0UrnEo

Social media - Why is it important? Benefits of Social media Low cost - use social media to create and distribute articles, videos & audio for a fraction of the money it would cost to appear in press, print, radio or TV Unlimited access Simplicity Global reach Flexibility Measurability SEO social signal s

Social Bookmarking (Delicious) Social News (Digg, Reddit) Social Networking (Facebook, LinkedIn) Video (Youtube, Vimeo) Audio (Podcasts, Itunes) Blogs (Wordpress, eblogger, tumblr, posterous) Local Business Listing (Google, Facebook places) Brand monitoring (socialmention, Howsociable) Q&A – Quora, Yahoo answers Social media is …… Reputation management Events & tweet ups Photosharing (flickr) Presentation sharing (slideshare) Social Broadcasting (Youtube) Ratings and reviews (yelp, Google places) Location based marketing (Foursquare, Gowalla) Viral Marketing (Youtube, Articles & PR)

The conversation prism The Conversation Prism gives you a whole view of the social media universe, categorized and also organized by how people use each network. So many networks… So little time!

Social media dashboards But… there are tools you can use to help manage social media sites.. Hootsuite Tweetdeck Sproutsocial

Facebook Analytics Youtube Insights Topsy Tweetstats bit.ly Twitter Analyzer Klout PeerIndex Social Mention Backtype Boardreader CoComment Hootsuite Yahoo Site Explorer Omgili Graphs IceRocket Compete.com Some Free Social media listening & monitoring tools

Facebook Largest social media site 750 million participate Fan pages popular with businesses Your Facebook page is a gateway to other social media streams, with news, pictures, videos & posts from your blog Facebook should definitely be a part of YOUR social media efforts.

Facebook – how to use it Create a Business Page Use Facebook applications Promote events Promote your sales, promotions and offers Get feedback Ask questions

Facebook – Case study http:// www.excellencegateway.org.uk/page.aspx?o =299885

Twitter Twitter provides an easy outlet for daily interaction with students, parents, college news, well wishes, announcements, student congratulations and re tweets of positive messages/pictures

Twitter – how to use it Create a twitter profile Strategically build your following Listorious, twellow, #hashtags Tweet events Tweet promotions, offers

www.webyogi.co.uk Twitter case study

Youtube 2 nd largest search engine Use your keywords when uploading a video Spread your videos across the internet Brand your account Create a series of videos Build a network

Youtube case study http://www.youtube.com/watch?gl=GB&v=kpEcCjpbm5w

Flickr Photostreams on Flickr are a nice way to focus on special events sponsored by your college or held on your campuses.

Flickr – What can you do? Search for your institution name in Flickr Create a Flickr group (e.g Amherst College ) gather existing users and ask them to post pics of your college Discover great photos for your next publications Launch a contest and invite users to post their best shots about your institution The winners could have their photos published on your website or in your next magazine…

Linkedin LinkedIn is perhaps one of the most effective social media platforms for business to business networking.

Linkedin Create a solid company profile Join several groups and become involved Connect with specialist employers Ask and answer questions Give and ask for recommendations Ask for introductions

www.webyogi.co.uk Q+A Sites Questions & Answers

www.webyogi.co.uk Which channels right for my business? Blogger outreach Video Local search marketing Mobile marketing Groupon/offer sites Corporate web site Free content (ebookswhite papers) Online communities Webinars Podcasts Display Advertising Email Marketing Pay-Per-Click Advertising (PPC) Online Public Relations Search Engine Optimization (SEO) Affiliate Marketing Social Media Marketing Viral Content Campaigns Conversion Rate Optimization Blogging/Microblogging

www.webyogi.co.uk It depends on business objectives & audiences! Brand awareness Web traffic Online course bookings Recruitment Sales Leads Promotion Reputation management Public relations

What makes a good Social Media Campaign ? Old Spice “ Smell Like a Man, Man .” Old Spice spokesman Isaiah Mustafa was an interactive online hit responding to questions submitted by fans on Twitter in 180 Web videos. He proposed marriage to one fan's girlfriend. She accepted. From the Forbes Magazine Article entitled “ The Best-Ever Social Media Campaigns ” Author - Victoria Taylor – 8/17/2010

What makes a good Social Media Campaign ? A. Buzz, participation & engagement These types of content are popular….. How to’s Asking questions Competitions Quizzes Polls Widgets White Papers Viral games- farmville

What’s Hot in Social Media? Source: Social Media and Online PR Report, Econsultancy & bigmouthmedia

www.webyogi.co.uk Juicy Social media links – yum ! You’ll love these links! Hubspot inbound marketing blog – Marketing Resources for small businesses: strategic Internet marketing tips and links to much more. Social Media Examiner – Social Media Examiner is a free online magazine designed to help businesses discover how to best use social media tools Mashable – Social Media news blog covering cool new websites and social networks Duct tape marketing blog – Small business marketing coaching and consulting ideas & strategies that are simple & effective.

Demographics Where do people go online & what do they do?

www.webyogi.co.uk Who is using which sites? Source : Flowtown

http:// www.forrester.com/empowered/tool_consumer.html Forrester research – Use this tool! !8-24 yr olds in the UK tend to be Joiners & Spectators Joiners like Facebook Myspace Spectators like Blogs Video Forums reviews

http://www.forrester.com/rb/research How people behave online Creators Critics Collectors Joiners Spectators Inactives

Content Marketing Text – where people put across views, opinions or write blog posts. Images – images and photos Audio – social media enables you create podcasts or radio shows Video – video sites mean that you can record entertaining videos for the world to see. Check out : http://www.junta42.com/content-marketing-playbook.aspx

www.webyogi.co.uk Create more highways… through content SEO (people link to great content) More Visitors More Google links Social Media (people share great content) Word-of-Mouth Develop Relationships

On & offline tactics Timely SEO Social media – networks, content, blog Online PR Strategy & campaign plan Measurement Digital Marketing plan….

The Digital Marketing Mix Start with your business/ website goals and create valuable content for your audiences Research your online landscape for the most appropriate marketing mix for your digital strategy Use web analytics , on and offline conversion tracking and optimisation to measure campaigns Implement the tactics that fit your business goals best.

www.webyogi.co.uk Research what your target audiences are searching for on Google Listen, engage and participate through social media Develop an digital marketing plan that meets business objectives & customer needs Optimise your web content to meet Google best practice Create and distribute content that will promote your expertise and drive targeted traffic to your website Implement content & link building strategies to help you achieve high Google rankings Measure your activities through web analytics See : How to write an online marketing plan 8 Steps to digital marketing success ….

www.webyogi.co.uk Digital marketing consultancy SEO & Social Media audits In-house Training & Workshops Twitter, Facebook, Linkedin for business courses Online campaigns & PR management Services

www.webyogi.co.uk Connect with Webyogi…. Email : info@webyogi.co.uk Site: www.webyogi.co.uk Ways to Connect: Twitter: @webyogi LinkedIn: http:// www.linkedin.com/in/yvettebordley Facebook: webyogidigitalmarketing

Digital marketing for higher further education colleges

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Digital marketing for higher further education colleges

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