Digital Marketing

2019 Google Analytics Benchmarks for Higher Education Websites

February 01, 2019

At the start of each year, we review website analytics data from a variety of colleges and universities to paint a broad picture of higher education website traffic trends. The data we reviewed spans from January 1, 2018 to December 31, 2018 and includes graduate programs, law schools, liberal arts colleges, universities, and adult programs. Whenever possible, we exclude internal traffic data to ensure the insights accurately convey the behaviors of prospective students, alumni, parents, and any other external visitors.

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9 Higher Ed Digital Marketing Objectives for 2019

January 04, 2019

As we dive into a new year, we recognize that higher ed marketers face huge challenges as well as huge opportunities to expand the reach of their brands and drive enrollment. But the wisest marketers know how to prioritize, influence, and advocate for marketing, based on where they see the opportunity to create the most value for their universities.

As we plan for 2019, here are the digital marketing priorities for leaders in higher education digital marketing and CMOs this year.

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10 Higher Ed Website Personalization Ideas & Examples

December 20, 2018

For the last four years, we’ve been developing and implementing website personalization campaigns for colleges and universities. The impact of these campaigns is two-fold — increased audience engagement and increased inquiries, applications, and deposits:

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Market Like a Pro: Building a Marketing Technology Stack in Higher Education

December 07, 2018

The marketing technology — or martech — stack refers to the integrated collection of software tools that digital marketers employ to deliver and optimize a comprehensive customer digital experience. The marketing technology stack typically spans across the website, email marketing, personalization, social media, and analytics.

As competition for students increases, universities and colleges need to consider implementing a higher education marketing technology stack to provide a full view of the prospective student journey and to optimize prospective student outreach.

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Four Data Sources to Guide Effective Higher Ed Digital Storytelling

November 28, 2018

When you think about digital brand storytelling at a college or university, you may initially think about stories of outstanding individual achievement: faculty conducting groundbreaking research, students having enriching learning experiences, or alumni making a meaningful impact on the world.

But beyond the incredible individuals who comprise your incredible institution, there is a different story lurking — in the aggregate.

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Webinar: Building with Drupal – Personalized Digital Experiences for Higher Education

November 09, 2018

Due to its flexibility, scalability, and ease of implementation, Drupal has long been the preferred CMS platform for higher education.

With personalization becoming an increasingly desirable feature in the marketing toolkit, more and more institutions are looking for ways to incorporate it into their existing Drupal sites – or to put it front and center for new Drupal projects.

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How Website Personalization Can Increase Undergraduate Enrollment

November 02, 2018

Diverse. Connected. Early-adopters. Image-driven. Fiscally conservative.

Numerous lists across the internet simplify prospective Gen Z undergraduates into pithy attributes. Identifying these qualities might be helpful when thinking about how to shape messages for this audience, but they do little to help understand what Gen Z wants and expects from their online interactions.

We need to dig beyond the monikers to understand their desires.

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SEO Checklist for Higher Education

July 13, 2018

Today, organic search is the no. 1 driver of website traffic, particularly in higher education (and healthcare.) Google dominates all search engines, and search is now a critical element of your visitors’ journeys.

Every organization must invest in ways to improve in their organic search health to not only stay competitive, but to ensure that their audiences can access the web content most relevant to them and when they need it most.

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How the EU GDPR Will Affect Your Website and Marketing Efforts

April 19, 2018

The European Union’s General Data Protection Regulation (GDPR) will go into effect on May 25, 2018.

Back in November, Forrester Research predicted that 80% of firms that are impacted by GDPR will not be ready to comply by May 2018. And as of February, only 26% of firms based in Europe said they were compliant.

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Best Practices Guide: Real Time Personalization

March 19, 2018

Websites have long been “one size fits all” experiences, but now marketers have access to more effective ways of leveraging user data to make web experiences more pertinent.

Personalized content can be based on visitor attributes including geographic location or device type, or by tracking site interactions such as current click path, menu selections, or past browsing history.

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