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Driving Enrollment Quality with Multi-Channel Marketing

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Michael McEuen, Director of Marketing at AdStage discuss the paid marketing acquisition landscape, covering topics such as re-targeting, cross-channel measurement, and paid social strategies that work for higher ed.

Publicada em: Marketing
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Driving Enrollment Quality with Multi-Channel Marketing

  1. 1. Michael McEuen Director of Marketing AdStage @lonohead #inEDU16 Driving Better Enrollment Quality with Multi-Channel Marketing
  2. 2. What We’ll Cover • Elements of the Perfect EDU Stack • Setting Up Cross-Network Tracking • Optimizing Across the Entire Funnel • Cross-Channel Attribution Models • Q&A with Liz Rossi of Pearson
  3. 3. Elements of the Perfect EDU Stack #inEDU16
  4. 4. Prospect Engage Analyze & Report Evangelize Data & Programs Predictive Outreach Nurture Acquire Events Digital CRO Direct Web BI Attribution Infrastructure CRM Advocacy #inEDU16
  5. 5. Setting Up Tracking Across Networks, CRMs, and MA Systems #inEDU16
  6. 6. Web Visitors Marketing Leads Sales Prospects Qualified Oppts Students Web Analytics CRM #inEDU16
  7. 7. Online advertising spend by education brands in the US stood at $120 million by end of 2015, accounting for 0.2% of total online advertising. Socintel360 #inEDU16
  8. 8. Naming Your Campaigns Like a Pro #inEDU16
  9. 9. Benefits of Naming Conventions • Easy Filtering • Campaign Grouping by Theme or Objective • High-level Reporting • Future-proofing Your Account • Better Collaboration #inEDU16
  10. 10. Naming Implementation • Ad Network • Geography • Targeting Type • Goal • Promoted Program / Degree • Audience • Aligned Marketing Campaigns Things to Consider
  11. 11. Tagging & Tracking #inEDU16
  12. 12. Web Analytics Tracking #inEDU16
  13. 13. MA & CRM Tracking
  14. 14. Optimizing Across the Funnel #inEDU16
  15. 15. Defining Your Ideal Student Profile Connect with Sales Talk to Students Tap into your CRM #inEDU16
  16. 16. Ideal Student Profile Details • Age • Sex • Geography • Education level • Education focus • Income range • Previous employment • Program alignment • Psychographics #inEDU16
  17. 17. Assign Ad Campaigns to Part of the Sales Funnel 1. Brand Awareness 2. Engagement 3. Consideration 4. Decision #inEDU16
  18. 18. 1. Brand Awareness Facebook & YouTube Video Ads Banner Display Ads Fan/Follower Acquisition #inEDU16
  19. 19. 2. Engagement Facebook Sponsored Post LinkedIn Sponsored Content Sponsored Tweet #inEDU16
  20. 20. 3. Consideration Search Queries: {keyword} prices, {keyword} reviews, {keyword] vs. {keyword}, competitor terms, best category keywords Unpublished Sponsored Tweet Direct Sponsored Content Dark Sponsored Post Search Text Ads
  21. 21. 4. Decision Search & RLSA Text Ads Search Queries: Brand keywords High buying intent keywords Specific product line, service, or offering keywords #inEDU16
  22. 22. Retargeting Can Be Used to Help Accelerate Each Stage Example retargeting funnel stages, triggered by web custom/tailored audience buckets #inEDU16
  23. 23. Cross-Channel Attribution #inEDU16
  24. 24. Visits LinkedIn Clicks on ad, downloads a guide Nurture Campaigns Across Channels Visits Site Does not convert Sees content or CTAs from your desired goal #inEDU16
  25. 25. Why Optimize to ROAS vs. CPL #inEDU16
  26. 26. Cross-Channel Attribution #inEDU16
  27. 27. Attribution Models • First-touch • Last-touch • Linear • Time Decay • U-Shaped • Custom Which Model is Right For You? #inEDU16
  28. 28. First-Touch 0 25 50 75 100 100% %Attributed Touch Number 1 2 3 4 5 Great for: • SEO • Direct Mail • Prospecting Not ideal for: • PPC • Email • Webinars #inEDU16
  29. 29. Last-Touch 0 25 50 75 100 %Attributed Touch Number 1 2 3 4 5 Great for: • PPC • Retargeting • Email Not ideal for: • SEO • Prospecting • Webinars 100% #inEDU16
  30. 30. Linear 0 25 50 75 100 %Attributed Touch Number 1 2 3 4 5 Great for: • Setting up custom models • # of touch points to sale Not ideal for: • Budget allocation • Pipeline prediction 25%25%25%25%25% #inEDU16
  31. 31. Time Decay 0 25 50 75 100 %Attributed Touch Number 1 2 3 4 5 Great for: • Nurture programs • Longer sales cycles Not ideal for: • SEO • Prospecting • First Acquisition PPC 26% 23%19% 17%15% #inEDU16
  32. 32. U-Shaped 0 25 50 75 100 %Attributed Touch Number 1 2 3 4 5 Great for: • Digital marketing • Multiple touch points to sale Not ideal for: • Strong nurture programs 40% 10%10%10% 40% #inEDU16
  33. 33. Closing Thoughts #inEDU16
  34. 34. Three Top Takeaways Holistically think about: 1. Your ideal student profile and end goals 2. How data passes through systems 3. How to better align budgets to revenue #inEDU16

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