The 2015 AMA digital marketing strategy tutorial puts emphasis on converting inquiries already in hand from potential students rather than creating new inquiries. The strategy: don't go looking for new sources of gold to mine until you have extracted as much as possible from the gold mine you already own. Website design for top task completion has center-stage as the first experience most people will have with a school where they might enroll. An advertising section focuses on custom and "look alike" options and retargeting, with a review of the growing dangers of ad blocking on mobile. Landing pages and email marketing are also included.

1. DIGITAL MARKETING
STRATEGY©ROBERTE.JOHNSON,PH.D.2015
Bob Johnson, Ph.D.
AMA Symposium for the Marketing of Higher Education
Chicago, IL
November 15-18, 2015
Bob Johnson Consulting, LLC ... @HighEdMarketing 1

2. Who is Bob Johnson?
• Specialty: online marketing communications
• “Top Task” research partner w/Gerry McGovern
at Customer Carewords, Ltd, Dublin, Ireland.
• 82 higher education clients since 2006.
• “Your Higher Education Marketing Newsletter”…
monthly to 3,350+ subscribers.
• @highedmarketing… 7,000+ Twitter followers.
• “Higher Education Marketing” blog.
• Symposium for the Marketing of Higher
Education… chair, 1994 to 2003.
Bob Johnson Consulting, LLC ... @HighEdMarketing 2

3. LET’S START…
Bob Johnson Consulting, LLC ... @HighEdMarketing 3

4. OUR GOALS TODAY…
Attend to the top element… your website.
Focus on what’s most important… top tasks.
Plan what’s most effective… targeted messages.
Elevate a key online ingredient… speed.
Adopt a strategy goal… increase conversions.
Bob Johnson Consulting, LLC ... @HighEdMarketing 4

5. 8 top elements of digital marketing…
http://unbounce.com/noob-guide-to-online-marketing-infographic/
• Email marketing
• Lead gen
• Organic search
• Conversion optimization
• Analytics
• Content marketing
• Pay-per-click ads
• Social media marketing
Bob Johnson Consulting, LLC ... @HighEdMarketing 5

6. Does digital advertising work?
https://marketoonist.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 6

7. Your answer to this question?
https://emma.uberflip.com/h/
Bob Johnson Consulting, LLC ... @HighEdMarketing 7

8. The need for speed…
• “Attention spans have been dropping
steadily, and this is particularly the case for
Millennials. A Microsoft study found that the
average attention span was 12 seconds in
2000 and by 2014 had dropped to 8
seconds. (The attention span of a goldfish
is 9 seconds.)”
• Gerry McGovern, Digital Transformation, a new
book in progress for 2016.
Bob Johnson Consulting, LLC ... @HighEdMarketing 8

9. Goldfish set a high bar for speed…
https://marketoonist.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 9

10. Stealth at the graduate level…
http://bit.ly/1KjXFTT
Bob Johnson Consulting, LLC ... @HighEdMarketing 10

11. Marketer’s content marketing guide…
http://bit.ly/1KjXFTT
Bob Johnson Consulting, LLC ... @HighEdMarketing 11

12. OUR STRATEGY…
A self-generated inquiry is the best inquiry.
Advertising to increase conversion is more
important than advertising to increase
leads.
Bob Johnson Consulting, LLC ... @HighEdMarketing 12

13. IF YOU WANT TO THRIVE
IN DIGITAL MARKETING…
8 Points to Remember.
Bob Johnson Consulting, LLC ... @HighEdMarketing 13

14. LOVE YOUR WEBSITE
Your website is (still) the core of
everything.
Bob Johnson Consulting, LLC ... @HighEdMarketing 14

15. FOCUS ON TOP TASKS
Focusing on tasks important to the
people who visit your website, social
media, blogs increases brand value.
Bob Johnson Consulting, LLC ... @HighEdMarketing 15

16. MAKE SURE LANDING
PAGES WORK
Landing page videos for UCLA and
Northwestern University IMC program
were not working for Fall 2014 ads.
Bob Johnson Consulting, LLC ... @HighEdMarketing 16

17. RESPOND RAPIDLY
Rapid response tells people you care
about their interest in you.
First response: <24 hours.
Bob Johnson Consulting, LLC ... @HighEdMarketing 17

18. BE WARY OF
RESPONSIVE DESIGN
By itself, it is not a solution for web
success in the mobile world.
Bob Johnson Consulting, LLC ... @HighEdMarketing 18

19. BE SMART ABOUT
CONTENT MARKETING
People don’t respond to typical “brand-
centric” PR content no matter where it
appears.
Bob Johnson Consulting, LLC ... @HighEdMarketing 19

20. EMBRACE “BIG DATA”
Essential to deliver the right message
at the right time to the right people.
Bob Johnson Consulting, LLC ... @HighEdMarketing 20

21. USE A CRM SYSTEM
Improve your email response content
and ability to track results from paid
media.
Bob Johnson Consulting, LLC ... @HighEdMarketing 21

22. 3 KEY DEFINITIONS
• Marketing strategy.
• Mobile marketing.
• Content marketing.
Bob Johnson Consulting, LLC ... @HighEdMarketing 22

23. Marketing strategy definition…
• “Marketing strategy is a process that
can allow an organization to
concentrate its limited resources on
the greatest opportunities to increase
sales and achieve a sustainable
competitive advantage.”
• en.wikipedia.org/wiki/Marketing_strategy
Bob Johnson Consulting, LLC ... @HighEdMarketing 23

24. Mobile marketing definition…
•“Mobile Marketing is a set of practices
that enables organizations to
communicate and engage with their
audience in an interactive and relevant
manner through any mobile device or
network.”
• http://www.mmaglobal.com/wiki/mobile-
marketing
Bob Johnson Consulting, LLC ... @HighEdMarketing 24

25. Content marketing definition…
•“Content marketing is the marketing
and business process for creating and
distributing relevant and valuable
content to attract, acquire, and engage
a clearly defined and understood
target audience – with the objective of
driving profitable customer action.”
• http://contentmarketinginstitute.com/2012/06/co
ntent-marketing-definition
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26. Content marketing elements…
http://idfive.com/marketing-strategy-openedu-marketing-strategy-model/
•If content is not “relevant & valuable”
these will fail…
• Press releases
• Monthly newsletter
• Email (events, promotions, open houses)
• Blog posts
• Social media campaigns
Bob Johnson Consulting, LLC ... @HighEdMarketing 26

27. Outbound marketing in a digital world…
• Email marketing
• Banner ads
• Google Adwords
• Retargeting ads
• Native ads
• Direct response display ads
• “Custom audience” ads
• Group or communal advertising
Bob Johnson Consulting, LLC ... @HighEdMarketing 27

28. YOUR WEBSITE IS YOUR
MOST IMPORTANT
ONLINE ELEMENT
Think mobile.
But don’t forget the large screen.
Bob Johnson Consulting, LLC ... @HighEdMarketing 28

29. Desktop engagement beats mobile…
http://www.marketingsherpa.com/article/chart/content-engagement-by-industry
• A lesson for higher
education…
• “As a marketer you can
increase your customers’
overall engagement with
your content by knowing
your audience, ensuring
the content is relevant to
their needs and making
it functionally accessible
on their customers’
device of choice.”
Bob Johnson Consulting, LLC ... @HighEdMarketing 29

30. Influential sources of information…
Ruffalo Noel Levitz E-expectations survey, 2015
Bob Johnson Consulting, LLC ... @HighEdMarketing 30

31. To answer a question…
Ruffalo Noel Levitz E-expectations survey, 2015
Bob Johnson Consulting, LLC ... @HighEdMarketing 31

32. KEEP. IT. SIMPLE.
What do most people
want from your website?
Fast task completion.
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33. THE GOLDEN RULE…
<5 seconds to connect
as a page opens.
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34. Attention to Jakob Nielsen…
http://www.nngroup.com/articles/university-sites/
Top 10 Design Guidelines… My favorites…
• #5
• “Make it easy to view a list of
majors and programs.”
• #8
• “Follow the user journey:
check the main tasks for
each of your audiences.”
• #9
• “Beware the perils of making
your website ‘cool.’“
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35. Top tasks for future students…
• Top tasks at the start…
• Find the programs you offer.
• Visit the academic program(s) of interest.
• Learn what you will cost.
• See if your grads are successful (AKA, “outcomes”).
• Other important tasks
• Who enrolls at this place?
• What’s required for admission?
• Where are you located?
• For transfers (AKA, “adults”)
• What credits will transfer?
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36. Not top tasks for future students…
• Try not to clutter a web page with obstacles
to a smooth task completion journey:
• Reading mission statements… for the university
or for individual administrative departments.
• Reading messages from deans and presidents.
• Learning when a college was founded.
• Scanning news story headlines.
• Watching home page carousels unfold.
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37. Find top tasks via “search”?
http://www.xavier.edu/
Bob Johnson Consulting, LLC ... @HighEdMarketing 37

38. Tasks grouped by recruitment cycle…
http://www.esu.edu/admissions/index.cfm
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39. Top tasks for specific department…
http://studyabroad.arcadia.edu/
Bob Johnson Consulting, LLC ... @HighEdMarketing 39

40. Rapid cost estimator…
http://www.wellesley.edu/admission/affordable/myintuition
Bob Johnson Consulting, LLC ... @HighEdMarketing 40

41. Online transfer credit information…
https://www.franklin.edu/transfer-credit-college-course-equivalency-tool
Bob Johnson Consulting, LLC ... @HighEdMarketing 41

42. Responsive design is not a panacea…
http://www.ucsd.edu/
Bob Johnson Consulting, LLC ... @HighEdMarketing 42

43. Critical decision: words or photo first?
http://www.ucsd.edu/
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44. Let Google help you…
https://developers.google.com/speed/pagespeed/insights/
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45. INQUIRY FORM SUCCESS
SECRET…
Keep it short & simple.
Resist database tyranny.
Bob Johnson Consulting, LLC ... @HighEdMarketing 45

46. Key step to higher inquiry capture…
http://online.gannon.edu/request-more-information
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47. Professional schools keep it simple…
http://bit.ly/1aDruV9
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48. Give people a reason to use your form…
Cornell University
• "Join our contact list
and receive emails,
electronic invitations
to programs, and
important admission
updates by
completing the form
below."
American University
• “To receive additional
information for Undergraduate
Programs at American
University, please complete
and submit the following form.
To use this form, you must
have Java script enabled in
your web browser. AU is
sensitive to privacy issues and
will not sell or otherwise
distribute information obtained
from this form. If your browser
does not support forms, send
mail to afa@american.edu to
request application materials.”
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49. An unusual auto response…
https://www.findlay.edu/admissions/Request-Info

50. EMAIL RESPONSE
MARKETING…
Mobile friendly.
Personal.
Quick to scan.
Bob Johnson Consulting, LLC ... @HighEdMarketing 50

51. 7 key points…
• Subject line: Use the name of your school.
• Be personal… Use the student’s name.
• If you ask for personal information, use it
• Especially academic program interest
• Use space between paragraphs!
• Be personal… Close with the name of a
real person.
• Consistent schedule… at least weekly.
• Consistent design format.
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52. This is good…
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53. This is not so good…
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54. A “WAR ON
ADVERTISING”…
The growth of ad-blocking software.
Bob Johnson Consulting, LLC ... @HighEdMarketing 54

55. “Spray and pray” ads don’t work…
https://marketoonist.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 55

56. And ad-blocking software grows…
https://marketoonist.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 56

57. Social media advertising dilemma…
• “Social media is a very personal experience
for most users and it is not clear yet just
how much advertising they will tolerate
from this medium.”
• “Mobile social advertising makes quantum leap forward” at
http://bit.ly/16mOktB Mobile Marketer, April 2013
• Big Data = increased ability to target
• Facebook
• Twitter
• LinkedIn
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58. Steady growth in online advertising…
http://bit.ly/1JsVKMX
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59. Some teens will respond to ads…
Noel-Levitz E-expectations survey, 2014
Bob Johnson Consulting, LLC ... @HighEdMarketing 59

60. Recognition is the ad response key…
Noel-Levitz E-expectations survey, 2014
Bob Johnson Consulting, LLC ... @HighEdMarketing 60

61. The “war on advertising”…
https://adblockplus.org/…………http://bit.ly/1PM5nv7
Ad blocking software… Is very popular…
• 58% of people say they
use ad blocking software.
• Targeted ads are
“somewhat relevant”
• Retargeting ads
• Social media ads
• 54.3% say mobile ads are
negative.
Bob Johnson Consulting, LLC ... @HighEdMarketing 61

62. You can survive an ad-blocker…
https://adblockplus.org/en/acceptable-ads#criteria
Bob Johnson Consulting, LLC ... @HighEdMarketing 62

63. IAB now encourages “leaner” ads…
http://www.theatlantic.com/technology/archive/2015/10/are-the-ad-blocking-wars-already-over/412327/
Bob Johnson Consulting, LLC ... @HighEdMarketing 63

64. CUSTOM ADVERTISING…
The Facebook example…
Targeting your current audience on a
mass media site.
Bob Johnson Consulting, LLC ... @HighEdMarketing 64

65. Creating a “custom audience”…
https://www.facebook.com/business/a/online-sales/custom-audiences
• Conversion ads to move
people through the
recruitment cycle.
• Send ads to potential
students already in your
database.
• Inquiries or Applicants?
• Upload contact info (email,
phone, IP address)… FB
will match with its current
database.
• FB says 40% to 60%
match for email.
Bob Johnson Consulting, LLC ... @HighEdMarketing 65

66. Your selectivity options…
Bob Johnson Consulting, LLC ... @HighEdMarketing 66

67. Create a “customer” custom list…
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68. Based on people already on record…
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69. Advertising for campus visits…
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70. Or create a “Lookalike” audience…
• Important…
• You can use geographic
selection to narrow a
“Lookalike” audience for
• primary recruitment
areas,
• college fair locations,
• sports events.
Bob Johnson Consulting, LLC ... @HighEdMarketing 70

71. (1) Create your ad, visual…
Bob Johnson Consulting, LLC ... @HighEdMarketing 71

72. (2) Create your ad, text…
https://www.facebook.com/business/news/lead-ads
Bob Johnson Consulting, LLC ... @HighEdMarketing 72

73. Our landing page…
https://www.calvin.edu/offices-services/financial-aid/affordability
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74. Change in conversion tracking… 2016
https://www.facebook.com/business/help/651294705016616/
Bob Johnson Consulting, LLC ... @HighEdMarketing 74

75. “Lead ads” for easier form completion
https://www.facebook.com/business/news/lead-ads-launch
Bob Johnson Consulting, LLC ... @HighEdMarketing 75

76. An article to get started…
http://www.socialmediaexaminer.com/facebook-custom-audiences-for-increased-reach
Bob Johnson Consulting, LLC ... @HighEdMarketing 76

77. RETARGETED
ADVERTISING
Creepy to some…
Successful to others.
Bob Johnson Consulting, LLC ... @HighEdMarketing 77

78. The retargeting trail…
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79. Lucid agency asks 5 questions…
http://bit.ly/TjUlOz
• Do you have an online marketing budget of at least a
$1,000 dollars per month?
• Do you have at least a few thousand visitors to your
Website each month?
• Do you sell a product or service with a long
consideration cycle or customer research process?
• Are you concerned with continued branding for your
business online?
• Do you have significant online competitors?
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80. RETARGETING MESSAGE
STRATEGY…
Focus on academic program page (or
series of pages) visited.
But you can select any page you
wish.
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81. Retarget for individual programs…
http://onlinemba.neu.edu/
School home page… M.S. in Finance…
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82. Starting with a search in May 2012…
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83. REJ on Flyertalk…
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84. REJ on the Washington Post…
http://wapo.st/HfuLaY
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85. REJ on a automobile forum…
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86. Explore retargeting specialists…
https://blog.kissmetrics.com/remarketing-and-retargeting-services/
• AdRoll
• Chango
• Perfect Audience
• Triggit
• ReTargeter
• Google
• (Lucid Agency)
Bob Johnson Consulting, LLC 86

87. Targeting options…
• Worldwide
• U.S.
• Custom locations
• U.S. zip codes only
• Country
• Region
• Metro or city
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88. Use AdWords? Check Google first…
https://support.google.com/adwords/answer/2454000?hl=en
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89. LANDING PAGES…
Repeat & Reinforce the Ad Message.
Use short & simple forms.
Bob Johnson Consulting, LLC ... @HighEdMarketing 89

90. Landing page for a retargeting ad…
http://bit.ly/1GNygXN
Bob Johnson Consulting, LLC ... @HighEdMarketing 90

91. Skip the dense text block…
http://bit.ly/1RDEycV
Bob Johnson Consulting, LLC ... @HighEdMarketing 91

92. BRANDING ACROSS
SOCIAL MEDIA
Augustana University…
Consistent brand message.
On every social media site.
Bob Johnson Consulting, LLC ... @HighEdMarketing 92

93. On Facebook…
https://www.facebook.com/AugustanaSD/info/?tab=overview
• “Augustana University
is a community where
challenging
academics, a caring
environment and
reasonable cost come
together to create
exceptional value.”
Bob Johnson Consulting, LLC ... @HighEdMarketing 93

94. “Exceptional Value” also on Pinterest…
• “Augustana College
(SD) is a community
where challenging
academics, a caring
environment and
reasonable cost come
together to create
exceptional value.”
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95. On Twitter…
• “Augustana College
(Augie) campus &
student life - where
challenging
academics, a caring
environment &
reasonable cost come
together to create
exceptional value.”
Bob Johnson Consulting, LLC 95

96. And on Instagram…
• “Augustana College
(SD) Official
Augustana College
(Augie) campus &
student life —
challenging
academics, a caring
environment &
reasonable cost create
exceptional
value. http://www.augie
.edu”
Bob Johnson Consulting, LLC 96

97. And on LinkedIn…
• Opening text notes
“reasonable cost” and
“exceptional value.”
• “See more” includes
URL (not live link) to
the “value” page.
Bob Johnson Consulting, LLC 97

98. IN THE (NEAR) FUTURE…
Bob Johnson Consulting, LLC ... @HighEdMarketing 98

99. Future opportunities & challenges…
http://bit.ly/1p6wzqm
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100. Extraordinary speed…
• “In 2000, “the first ads we wrote for Oracle were
about 7 seconds. If the consumer was online and
didn’t get the content that they wanted within 7
seconds, they’d be gone.
• “Now 7 seconds is a lifetime.”
• In 2017?
• “If Spotify is fixated with delivering content in under 200
milliseconds now, can you imagine what the competition
will be in 5 years?”
• Lawrence A. Kimmel, CEO, Direct Marketing Association
Bob Johnson Consulting, LLC ... @HighEdMarketing 100

101. A verbal search future…
https://support.google.com/chrome/answer/1331723?hl=en
• In the mobile world, no
need to touch
anything.
• What words will your
visitors use?
• Must work better than
your “search” works
now.
• “Top task” even more
important… know
“Taskwords.”
Bob Johnson Consulting, LLC ... @HighEdMarketing 101

102. More video content…
http://www.startstorytelling.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 102

103. Growth hacker marketing is buzzing…
The book… The course…
Bob Johnson Consulting, LLC ... @HighEdMarketing 103

104. WRAPPING UP…
STRATEGY POINTS FOR
SUCCESS
Bob Johnson Consulting, LLC ... @HighEdMarketing 104

105. Digital strategy steps…
• First website impression is critical…
• Top tasks from customer viewpoint.
• Abandon “marketing speak” content.
• Website is most important.
• Concentrate on increasing conversions.
• Simple online inquiry forms boost ROI.
• Immediate inquiry response…
• Telephone, email, or texting.
• Continuing response unless told to stop.
• Big Data to focus advertising.
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106. An underused strategy element…
• Academic program interest of potential
students as the starting place…
• Use academic program interest from first response
• Inquiry, application & finance options from every
academic program page.
• Custom advertising & retargeting based on academic
program page data.
• Academic content written for students, not faculty and
their friends.
• Social media plan for selected programs.
• Video stories from students and faculty in academic
programs.
Bob Johnson Consulting, LLC ... @HighEdMarketing 106

107. THANKS FOR BEING
HERE IN CHICAGO!
Bob Johnson, Ph.D.
bob@bobjohnsonconsulting.com
www.bobjohnsonconsulting.com
@highedmarketing
Bob Johnson Consulting, LLC ... @HighEdMarketing 107

108. DIGITAL MARKETING
RESOURCES
12 sites and subscriptions to add to
your kit bag.
Bob Johnson Consulting, LLC ... @HighEdMarketing 108

109. Stay current with ClickZ…
http://www.clickz.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 109

110. Social Media Examiner…
http://www.socialmediaexaminer.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 110

111. Search Engine Watch…
http://searchenginewatch.com/
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112. Content Marketing Institute…
http://contentmarketinginstitute.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 112

113. Pew “Internet & Tech” research…
http://www.pewinternet.org/
Bob Johnson Consulting, LLC ... @HighEdMarketing 113

114. Customer Carewords…
http://www.customercarewords.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 114

115. Internet Advertising Bureau…
http://www.iab.com/
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116. Industry self-regulation…
http://www.aboutads.info/
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117. To watch U.S. legalities…
http://1.usa.gov/1oiQJLP
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118. “Secret guide” to CRM selection…
http://bit.ly/1xGPtfw
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119. And weekly Google searches…
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