digital marketing strategies · discover online success the key to success > understand how...

digital marketingstrategies

discover online success





> people


we market

to people


we market

to people

belief in technology



> people> offering


the key to success> understand how potential

parents feels about your offering / brand.


the key to success> understand how potential

parents feels about your offering / brand.

> so you can showthen exactly what

they want to see








?


Digital MarketingStrategies

it’s what

we do?



what is marketing?



what is marketing?

> invent the future



what is marketing?

> invent the future

> predict what ourstakeholders want



what is marketing?

> invent the future

> predict what ourstakeholders want

> now, next year and in the future, things change



embracechange



embracechange

> look at what everyone else is doing

and do the opposite



embracechange


and do the opposite

> most people getthings wrong



embracechange


and do the opposite

> most people getthings wrong

> don’t always follow the crowd


#sheepmarketing


#sheepmarketing> doing what

all your competitionare doing all the time


#fomomarketing


#fomomarketing> FOMO - the fear

of missing out



of missing out

> if there in it,then we’re in it



of missing out

> if there in it,then we’re in it

> this is justjust vanity



#millenialmarketing



> your target audience is getting...

#millenialmarketing




MUCH SMARTER

#millenialmarketing




MUCH SMARTERMUCH YOUNGER

#millenialmarketing





MORE TECH SAVVY

#millenialmarketing





MORE TECH SAVVY> they don’t read

local publications

#millenialmarketing



move with the times



move with the times

if you keep doing the same marketing each year, your doing it wrong



even largebrands fail




> they didn’t react to digital cameras





> they refused to change





> they refused to change

> they didn’t want to lose on previous investments


the big questionthe big question



is there enough demand for all the

independent schools?

is there enough demand for all the

independent schools?




otherwise...


otherwise...


otherwise...


attractmentareaattractmentarea


attractmentareaattractmentarea> there are limited amount of students

in an area that you can market to




> your job is to persuade them to chooseyour school instead of your competition




> your job is to persuade them to chooseyour school instead of your competition

> the schools that succeed will flourish,the schools that don’t will fail... (KODAC)



schools arechanging



schools arechanging> we’ve seen gradual

changes in 9 years




changes in 9 years

marketeers: teachers to marketeers




changes in 9 years

marketeers: teachers to marketeers

website focus: communication to marketing


the ‘B’ words



schools arechanging



schools arechanging> schools are now SEO

savvy and are investing





COMMON MYTHthat your website drops

positions in Google...





> schools are nowdabbling in paid search





> schools are nowdabbling in paid search

> some are getting it right


are you getting it

right


are you getting it

right> On-Page SEO> Off-Page SEO

> Paid Advertising> Automation



start at thevery beginning

?




who are we marketing to ?

?




who are we marketing to

and how are you marketing to them

??

?


a typical schoolsmarketing patch



brand loyalists> parents with siblings

> friends of parents

YES


on the fencers> might come to open day

> not 100% sold




YES MAYBE



> not 100% sold




YES MAYBE

not interested> won’t visit school

> looking elsewhere

NO



> not 100% sold




YES MAYBE


> looking elsewhere

NO



> not 100% sold




YES MAYBE


> looking elsewhere

NO



#misconceptionmarketing> too sporty > not sporty enough

> too academic > not academic enough

> too religious > not religious enough

> too relaxed > too regimented

> hard to get to etc...


#misconceptionmarketing> inclusive sports

> show a fun side

> meet the parents

> facilities / space

> bus routes


show people what they want to see and change perceptions


create brand considerations> inclusive sports

> humour is key

> show off facilities

> focus on space

> bus routes

> destination schools

implement brand considerations> website

> prospectus

> print materials

> outdoor media

> photography

> video


improve successof your digital

marketing


all future efforts will ensurepotential parents get

the right message

search engineoptimisation




UK Search Share

88.09%

7.25%

3.48%1.18%

88.15%

7.07%

3.16%

0.19%

0.04%


#1 =

#2 =

#3 =

33% CTR

21% CTR

12% CTR



2 main SEO factors thataffect your website rankings

onpage SEOOptimising the structure and content on your website


2 main SEO factors thataffect your website rankings

onpage SEOOptimising the structure and content on your website

offpage SEMMarketing your school on other website locations


How these SEO factors are balanced

40%

60%


40%

on pageSEO


40%

make sure youhave key landing

pages that are pages


www.domainname.co.uk/admissions/www.domainname.co.uk/nursery/www.domainname.co.uk/prep-school/

40%

get regular auditsrun on your website


40%

get regular auditsrun on your website


top tip...

Good Content Strategy

Content Strategy

Your Website

Blog Posts Image Galleries Infographics PDF’s / Handouts Video Content


I feel the need...the need for speed!


discover online successdiscover online success

Google Mobile SpeedUpdate - Dec 2018

Google now looks at your mobile version to calculate your rankings

Lighthouse

Lighthouse

Eliminate render-blocking resources

> Hide Javascript / CSS of below fold content

=========================================

Defer offscreen images

> Less images in carousells / below fold images

=========================================

Serve images in next-gen formats

> JPEG & PNG - to be replaced with next gen image types > WebP

> JPEG 2000

> JPEG XR

Google Mobile SpeedUpdate - Dec 2018


SEOPublic Perception

Is your website secure?


on-page SEOmakes huge difference



60%

off pageSEO


60%

linkbuilding


60%

linkbuilding

www.semrush.com


www.netmums.com/

60%

linkbuilding


www.netmums.com/

www.indschools.co.uk/

60%

linkbuilding


www.netmums.com/

www.indschools.co.uk/

www.ukindependentschoolsdirectory.co.uk/

60%

linkbuilding

60%

linkbuilding

PR placement with influencers

60%

linkbuilding

PR placement with influencerswe createcontent

Google Trends

60%

linkbuilding

PR placement with influencerswe sourceinfluencer

we createcontent

60%

linkbuilding


we createcontent

we payinfluencer

60%

linkbuilding


we createcontent

we payinfluencer

influencer then sharescontent - web & social

60%

linkbuilding


we createcontent

we payinfluencer

influencer then sharescontent - web & social

creates high value links back to website

Googleadwords



PPC (Google Adwords)Start with Keyword research

Use Broad Match - which will use these & related terms

Use keywords that helps Google understand what your campaign is about .Don’t make too narrow (boys only).

qualityscore / 10


PPC (Google Adwords)

How does bid placement work?

Quality score x £bid = position

point toweb page

create PPC advert

PPC (pay per click advertising)


Should you bid on your own brand name?Control Results Page: Appearing naturally and with adverts seizes more real estate.




Keep Competitors at Bay: Competitors will bid on your keywords - Google will give your Ad priority





Cheap Clicks: Due to Quality Score - you can bid very low and get main spot.






Incremental Revenue: A Study by HANAPIN MARKETING found that taking away Brand search had a negative

impact on overall revenue.






Incremental Revenue: A Study by HANAPIN MARKETING found that taking away Brand search had a negative

impact on overall revenue.

YES - Test it in next Campaign



As school budgets are fixed we start with daily spend.CTR of 30p is achievable (off peak) - around open days = 45p CTR

1. Daily Budget of £35 - would give you 77.8 clicks @45p (£35 / 0.45)

1

2

3





2. This is an industry standard % of conversions = number of Open Day sign ups

1

2

3






3. CPL = Cost per lead based on the conversion rate

1

2

3






3. CPL = Cost per lead based on the conversion rate

3 Month Campaign = £4650 (inc Mng) = 108 sign ups

1

2

3


get morebudget



get morebudget

> lifetime value of student



get morebudget


> average fee - £10k / year



get morebudget


> average fee - £10k / year =========================

> prep school = £65k

> through school = £145k



get morebudget


> based on spend of £4650 =========================


PPC (Is it working for you?)Use an agency to set up your PPC Campaign.

This is a client comparison of us (2018) compared to them doing themselves.

facebookfunnels



let’s imagine you’rerunning an open

day campaign


> Visit : See Ad and visit website

> Conversion : See Ad, visit website and fill in form

Facebook makes it very easy to set up campaigns and spend money...


campaigntargeting

> demographics

> locations

> age of children

> certain interests?


your slice of the pie

> demographics

this is your maximum marketing reach before you start to select your

campaign type...


types ofcampaigns

> conversion

client action required:see your ad online,

leave facebook to go to your website and fill in contact form / pay fee.



types ofcampaigns

> conversion

client action required: see your ad online,

leave facebook to go to your website and fill in contact form / pay fee.

Cost = high / reach = low


types ofcampaigns

> visit


leave facebook to go to your website.


types ofcampaigns

> visit


leave facebook to go to your website.

Cost = med / reach = med


types ofcampaigns

> video views


and watch it infacebook withoutleaving platform.


types ofcampaigns

> video views


and watch it infacebook withoutleaving platform.

Cost = 5x cheaper / reach = high


stage 1

> Inclusive Sport> Academic Success

> Our Facilities> Bus Routes> Well Being

> Meet our Children

> Nursery> Pre Prep

Prep School> Senior School

> Sixth Form> Boarding

Entry PointsMisconceptions

> Create a number of video adverts for target audience


stage 2

Anyone that watched 10 secondsof the stage 1 video we add intoa new audience which receives

this advert after 1 week.

> Create a 2nd campaign with your “visit” call to action

LEARN MORE


stage 2


stage 2GSA: Stage 1: Results

£100 views = (15,523 / 3) = 5174 per £1003000 = good result

Setting expectations


stage 3> Create a 3rd advert with

your “convert” call to action

BOOK MORE

Anyone that visited the websiteand did not fill in an open day request

we add into a new audience which receives this advert after 1 week.


stage 3


facebook funnel


top tip for using lookalike audience

Audience = Group of Facebook Users

> People that LIKE your content> People that watch your videos> People that visit your website

> People that your reach via Ads

}


top tip for using lookalike audience

Audience = Group of Facebook Users

We can ask Facebook to match people that share the same types of demographics to create a new audience

}


lookalike audiences

You can create a lookalike audience of the VIDEO VIEWS audience that went into Stage 2 of the funnel.

GSA: Stage 1: Results

FUNNEL STARTS AGAIN & REPEATS


it’s all aboutengagement

> Facebook tracks visitors on your website (Pixel)

Pixel < >


The Facebook Pixel tracks all sources and matches its user

WebTraffic

it’s all aboutengagement

> Facebook tracks visitors on your website (Pixel)

> If they engage with your content your ad is shown

to more and more users


landing pages


landing pages


landing pages


landing pages


landing pages


landing pages


landing pages


landing pages


landing pages


landing pages

targetingorganic visitors



organic traffic> Create specific adverts around

entry points on your website

> Nursery> Pre Prep

Prep School> Senior School

> Sixth Form> Boarding

Entry Points



entry points on your websiteCreate a New Custom Audience

> Create Campaign Type




> Create Campaign Type> Create Audience / Source


organic traffic

Create a New Custom Audience


> Create specific adverts around entry points on your website




Anyone visits a key landing page:


> Include On-Page Behaviour

Nursery / Prep / Senior / Sixth Form / Boarding / Fees etc...





> Include On-Page Behaviour> Exclude On-Page Behaviour

Combined with anyone that does not visit a booking page/thank-you-for-booking-open-day





> Include On-Page Behaviour> Exclude On-Page Behaviour

> Wait for it to be approved


abandonedcart for parents

abandonedcart for parents

combiningcampaignswith utm’s



?=utm

utm examples

UTM codes are snippets of text added to the end of a URL to help you track where website traffic comes from if users click a link to this

www.yoursite.com/prep-school?utm=open-day


?=utm

utm examples



www.yoursite.com/prep-school?utm_source=facebook-video&utm_medium=paid&utm_campaign=open-day


?=utm

utm examples




www.yoursite.com/prep-school?utm_source=google-ads&utm_medium=paid&utm_campaign=open-day





www.yoursite.com/prep-school?utm_source=linkedIN-ads&utm_medium=paid&utm_campaign=open-day

?=utm

utm examples






www.yoursite.com/prep-school?utm_source=linkedIN-ads&utm_medium=paid&utm_campaign=open-day

www.yoursite.com/prep-school?utm_source=Organic-visits-Prep&utm_medium=organic&utm_campaign=open-day

?=utm

utm examples



customaudience sizes

Facebook suggests a minimum of 200 people per audience 200



Facebook suggests a minimum of 200 people per audience 200NOT ACTUALLY TRUE = very small audiences are expensive but do work



Facebook suggests a minimum of 200 people per audience 200www.yoursite.com/prep-school?utm_source=facebook-video-st1&utm_medium=paid&utm_campaign=open-day

www.yoursite.com/prep-school?utm_source=google-ads-st1&utm_medium=paid&utm_campaign=open-day

www.yoursite.com/prep-school?utm_source=linkedIN-ads-st1&utm_medium=paid&utm_campaign=open-day

www.yoursite.com/prep-school?utm_source=Organic-visits-Prep&utm_medium=organic&utm_campaign=open-day

WORTH GROUPING ALL CAMPAIGNS TO FUNNEL 1

automatedmarketing




who wouldlike more

time?> get your time back

> 1 day / week spenton creating newsletter



who wouldlike more

time?> email automation

system can help

email automationwe can create a feed of your news and automatically send to parents

don’t give parents everything, just give them what they want

rss feedsinto mailers

newscategories

parents canchange options


> nursery

> prep

> senior

> boarding

> sports

> nursery

> pre prep

> senior

> boarding

> sports

> weekly

> monthly



how muchtime will this

save you?> 1 day per week

> 40 days per year



how muchtime will this

save you?> 1 day per week

> 40 days per yearOVER 1 MONTH EXTRA PER YEAR

what’s that worth to you?

messengerbots...

messengerbots...> Facebook Ads


> 3rd party software example: chat fuel



> remind me option



> remind me option

> gather contact details



> remind me option


> SMS text alert



> remind me option


> SMS text alert

> 98% open rate


thank you for your time

just visitwww.innermedia.co.uk/seminars/

> Get links to useful tools> Request your website audit data

> Sign up for future events> Happy for feedback


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