ptazahighereducationmarketingcom The Language Schools Guide to Digital Marketing for International Recruitment gt Todays Presentation Optimizing Google Analytics to measure your international marketing efforts ID: 806488
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Philippe Taza CEOHigher Education Marketingptaza@higher-education-marketing.com
The Language Schools Guide to Digital Marketing for International Recruitment
Slide2> Today’s PresentationOptimizing Google Analytics to measure your international marketing effortsSEO best practices for international recruitmentCreating & leveraging multi-language contentPlanning social media engagementImplementing geo-targeted Paid Search campaignsThe mobile realityInquiry follow up
Slide3> WES Reporthttp://wenr.wes.org/2014/10/bridging-the-digital-divide-segmenting-and-recruiting-international-millennial-students/
Slide4What international markets do you want to targetWhat languages do you need to supportWhich personas are you targetingWhat marketing channels are best to reach that personaWhat are your goals> Define Your International Strategy
Slide5> International Student Recruitment Channels
Slide6> Define your Goals with this Checklist
Slide7Slide8> Filter Only International Traffic
Slide9> International Traffic By Country
Slide10> Track International Inquiries and Applications in Analytics with Goals
Slide11> International Inquiries by Country
Slide12> International Traffic by Channel
Slide13Slide14> Start with SEOIdentify international keywordsUse the correct information architectureTranslate and optimizeUse International Targeting in Google Webmaster tools
Slide15> Which keywords should you use to attract international students?Describe your courses/programsUse keywords that describe your the location (s)Target one main keyword per webpage of your website
Slide16> Keyword ResearchEnter keywords that describes your programsSelect the location (s) you are interested in targetingSelect the language (s) you are planning to targetUse search volume as an indicator of popularity
https://www.google.com/adwords/
Slide17> Keyword Researchhttps://www.google.com/adwords/
Slide18> International Targeting - Languagehttps://www.google.com/webmasters/ <link rel=”alternate” href=”http://ca.example.com”
hreflang=”en-ca” /> English in Canada<link rel=”alternate” href=”http://it.example.com/
” hreflang=”it-it” /> Italian in Italy<link rel=”alternate” href=”http://mx.example.com/”
hreflang
=”
es
-mx” /> Spanish in Mexico
Slide19> International Targeting - Countryhttps://www.google.com/webmasters/ Set in Webmaster Tools 1 profile and Country Target per Subdomain:http://ca.example.com/ Target Canadahttp://it.example.com/
Target Italyhttp://mx.example.com/ Target Mexico
Slide20> Evaluate your Organic Search Querieshttps://www.google.com/webmasters/
Slide21> Understand your keyword rankings by countryhttps://www.google.com/webmasters/
Slide22> Plan for search globally, target locallyFor country specific data:http://ptgmedia.pearsoncmg.com/images/9780789747884/supplements/9780789747884_appC.pdf
Slide23Slide24>Be Very Specific About Your Language School’s Audience – develop personas
Slide25>Articulate Your School’s Social Media Goals
Slide26>Align Your Content with Your Audience & Your GoalsContest and quizzesStudent testimonialsAudience targeted news
Slide27Slide28> Develop Multi-language Content
Slide29> Use the correct architecture when Developing Multilanguage Content
Slide30> Develop Content for Target Countries
Slide31> Use Video Testimonials to Engage Prospects
Slide32Slide33> Why paid Search?
Slide34> Set your Country Targeting in Google AdWords
Slide35> Set your Languages in Google AdWords
Slide36> Use proper responsive landing pages for your Google AdWords campaigns
Slide37> Consider Multilanguage Google AdWords campaigns
Slide38> Use Adwords Day PartsBe smart about setting your account’s time zone.Target your ads when they are the most effective.
Slide39> Google AdWords mobile conversionsBe sure to segment your AdWords activity by device or you may have some surprises!Adjust the mobile and tablets bids based on performance and goals
Slide40Slide41Find out if your website is mobile friendly here:www.google.com/webmasters/tools/mobile-friendly/ http://searchengineland.com/library/google/google-mobile-friendly-update
Slide42Find out if your website is mobile friendly here:www.google.com/webmasters/tools/mobile-friendly/
Slide43> Why mobile?31% mobile traffic25% of website goals
Slide44> What’s your Mobile traffic like by country
Slide45Slide46> Make use of calls to actions on your website
Slide47> Make Multilanguage Advisors Available
Slide48> Use Online Chat to Talk with Prospects
Slide49> Offer Skype Sessions
Slide50> Do you have a CRM system to manage your potential student inquiries?
Slide51> Priorities and Recommendations for your International Inquiry Generation CampaignsIdentify Benchmarks, set new GoalsInvest in SEODevelop content aimed at international studentsUse international PPC lead gen campaignsGet mobile NOW!Follow up with your leads!
Slide52I’m easy to reach at:
Philippe Taza
Tel: 514-312-3968 ext:104
ptaza@higher-education-marketing.com
www.higher-education-marketing.com
https://twitter.com/PhilippeTaza
> Have questions about International Recruitment?