Enhance your website redesign with a digital marketing assessment

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Higher Education Marketing

Business Technologie

Enhance your Website Redesign
with a Digital Marketing Assessment

Enhance Your Website Redesign with a
Digital Marketing Assessment

Philippe Taza
DIGITAL ANALYST

Higher Education Marketing
ptaza@higher-education-marketing.com

To view the 30 minute, live recording of this webinar, go to this link.

Enhance your Website Redesign
with a Digital Marketing Assessment

TODAY’S AGENDA
• Define Marketing Goals for your Website Redesign
• The Importance of Benchmarking your Current Site
• The Digital Marketing Assessment
–
–
–
–
–
•

Assess your Information Architecture
Examine your Site Analytics
Evaluate your SEO
Survey your Content
Analyze your Social Media

Marketing Priorities and Recommendations for your
Redesign

Enhance your Website Redesign
with a Digital Marketing Assessment

> Define Marketing Goals for your Redesign

Enhance your Website Redesign
with a Digital Marketing Assessment

> Benchmark your Current Site

Enhance your Website Redesign
with a Digital Marketing Assessment

> The Digital Marketing Assessment
•
•
•
•
•

Information Architecture
Analytics/Conversions
Search Engine Optimization
Content
Social Media

Enhance your Website Redesign
with a Digital Marketing Assessment

> Assess your Information Architecture
• IA is the art and science of organizing the
content and flow of your website to produce a
structure/design that balances the user’s
desires with your business needs.

Enhance your Website Redesign
with a Digital Marketing Assessment

> Assess your Information Architecture
Example: URL Page Depth

Enhance your Website Redesign
with a Digital Marketing Assessment

> Examine your Site Analytics

Enhance your Website Redesign
with a Digital Marketing Assessment

> Google Analytics Checklist
•
•
•
•

Cross Domain Tracking?
Profiles and Filters
Goals and Goal Values
Webmaster Tools and
AdWords linking
• Campaign Tagging

Enhance your Website Redesign
with a Digital Marketing Assessment

> Google Analytics Goal Value

• Assign a $ value to Goals achieved

Enhance your Website Redesign
with a Digital Marketing Assessment

> Implement Cross Domain Tracking
Facebook
Promotion

Prospective Student Microsite
www.CollegeMicrosite.com

Main College Website
www.College.edu

Website Goals and Registrations

Enhance your Website Redesign
with a Digital Marketing Assessment

> Implement Cross Domain Tracking
Prospective Student Microsite
www.CollegeMicrosite.com

Main College Website
www.College.edu

Website Goals and Registrations
GA Account 2
• FB visitors will not be identified –
traffic will appear to be coming from
www.CollegeMicrosite.com in GA 2

Enhance your Website Redesign
with a Digital Marketing Assessment

> Factoring SEO into your Redesign
SEO is the process of affecting the visibility of a website or a
web page in a search engine's "natural" or un-paid ("organic")
search results.

Enhance your Website Redesign
with a Digital Marketing Assessment

> Evaluate your SEO

Enhance your Website Redesign
with a Digital Marketing Assessment

> Evaluate your International SEO

Enhance your Website Redesign
with a Digital Marketing Assessment

> Evaluate your SEO – Site Errors

Enhance your Website Redesign
with a Digital Marketing Assessment

> Survey your Content
• Identify priority content
• Prioritize conversion
events in redesign
• Examine visitor flow
through key pages
• Compare your content
to your competition’s
content

Enhance your Website Redesign
with a Digital Marketing Assessment

> Identify and Prioritize your Key Pages for Redesign

Enhance your Website Redesign
with a Digital Marketing Assessment

> Examine Visitor Flow through Priority Content

Enhance your Website Redesign
with a Digital Marketing Assessment

> Prioritize Pages and Elements that Lead to
Conversions

Enhance your Website Redesign
with a Digital Marketing Assessment

> Survey your Competition for Content
Weaknesses and Opportunities

• Program pages are
extremely thorough but CTA
could be clearer

• Incorporate videos in
student testimonials

Enhance your Website Redesign
with a Digital Marketing Assessment

> Analyze your Social Media Landscape

Enhance your Website Redesign
with a Digital Marketing Assessment

> Analyze your Social Media Traffic

Enhance your Website Redesign
with a Digital Marketing Assessment

> Analyze your Social Media Conversions

Enhance your Website Redesign
with a Digital Marketing Assessment

> Put Social Media into the Proper Perspective

Enhance your Website Redesign
with a Digital Marketing Assessment

Marketing Priorities and Recommendations
for your Redesign
•
•
•
•
•

Identify Benchmarks, set new Goals
Improve Information Architecture
Improve Content
Protect and improve SEO
Integrate and improve Social

Questions?
Philippe Taza
ptaza@higher-education-marketing.com
.www.higher-education-marketing.com
@PhilippeTaza

Lance Merker
lance@omniupdate.com
www.omniupdate.com
@lancemerker

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