Category Archives: Digital Marketing

The business case for SEO

Search Engine Marketing (SEM) is now a well established digital marketing channel. It includes paid and free organic listings (SEO) and is used widely by education marketers. Even so, some cool things we want to do like microsites and landing pages can sometimes be forbidden by university policy. Those in TAFE have even worse red tape to deal […]

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Google Streetview for your university or college

Ever used Streetview and then find an awesome 360 degree photo of a shop, restaurant or university? You can upload your own footage from a 360 degree camera and get it approved by Google. You can also apply to use the same camera Google uses -the Google Trekker. Put a willing student or staff member […]

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Virtual open days

Nothing beats the excitement and effectiveness of a well planned Open Day. There is really no substitute but for online educators and those trying to reach students out-of-state, virtual open days are a good option. As part of the virtual open day, webinars could be hosted by going ‘Live’ in Facebook or by using systems […]

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Webinars

Webinars are used widely in some industries but still reasonably rare in education. We are great at giving away free online lessons such as through massive open online courses (MOOCs) but don’t often use these skills to promote courses. Using platforms that universities already subscribe to such as Adobe Connect, we can begin to host […]

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Massive open online courses (MOOCs)

The New York Times declared 2012 as the ‘year of the MOOC’ but in 2017 MOOCs are still of peripheral significance to most higher education marketers. In Australia Open2Study and other platforms serve as a teaser for selected courses but the effectiveness of this as a marketing strategy is questionable. Tainting free courses with marketing […]

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Google Adwords conversion code

Google Adwords can become an expensive budget item for education marketers. Where there is keyword competition, each click can cost several dollars. Some clicks may also be poor quality or may be lost as the landing page is not sticky enough. Instead of optimising for clicks you may want to optimise for conversions. Conversion optimisation […]

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Heat Maps

We know that online users spend very little time reading webpages. Through studies that track eye movements looking at webpages people have been shown to look briefly at only the top ranked pages on Google. Very few people actually scroll down to lower ranked items. Unfortunately search engine rankings are highly complex algorithms. You can […]

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Landing pages

Landing pages are webpages used in advertisements especially Google Adwords. Good landing pages should be minimal versions of your website with a webform conversion as the call to action. For example, we use a very basic landing page on a custom web domain (like a ‘sister site’) to optimise for the key phrases ‘online marketing’ and ‘marketing education’. […]

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Custom web domain (microsites)

If your marketing office allows it, a custom web domain is a great way to improve search engine rankings for a particular keyphrase. Also known as a microsite a custom web domain is bigger than a landing page and smaller than a normal website. One great example of a microsite is the University of Wollongong’s business school […]

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Marketing automation for higher education

Salesforce automation is not new but is rarely used in higher education contexts. Even so, students cycle through a recruitment cycle from prospective student to alumni which is like a sales and marketing cycle. Salesforce and marketing automation enable you to trigger certain campaigns based on the behaviour of your prospective students. An example of […]

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