Search Engine Marketing (SEM) Workshop

March 27, 2019
Dallas Marriott City Center
650 North Pearl Street
Dallas, TX 75201

This workshop will cover everything you need to know to ensure your institution has a strong presence on search engines. We’ll offer top tips for setting up successful Pay Per Click (PPC) campaigns and SEO strategy, then dig deeper and look at the whole picture of how prospects are interacting with your website. From user experience best practices to advanced analytics tracking to website personalization, you’ll learn how to make your website appear on search engines like Google and also speak to the prospective students who land there.

This workshop is free but registration is required. We hope you’ll join us!

Space is limited—register today!

Agenda

9:00–9:30 am
Breakfast and Registration
9:30–10:15 am

SEO and U: The Power of Optimizing Your Website in Higher Education Marketing

What is Search Engine Optimization, and why does it matter? This session will take a deep dive into SEO tailored to the specific challenges of higher education marketing. Discover what your prospective students are asking during their college journey and how you can use this to boost your enrollment efforts in unimagined ways. You'll learn about the technical mistakes you didn’t realize your website was making, plus how to write content your prospective students actually want to read. We’ll also discuss the realities of the organic search landscape and different strategies you can use to get that coveted #1 spot on Google.

10:15–11:00 am

PPC: Developing a Strategy and Staying Up-to-Date With Trends

Paid search marketing is always changing and improving, with sophisticated new bidding strategies, ad formats, and options for reaching qualified prospective students at our fingertips. In this session, we’ll explore Pay Per Click trends, best practices, and top features and discuss how to stay on top of this ever-changing landscape to ensure your PPC campaigns continue to be effective.

11:00–11:15 am
Morning Break
11:15–12:00 pm

How Usable Is Your Website? Understanding a Prospective Student's Journey

Your website is an essential marketing tool; every student who applies to your school will visit it at some point. What will they find when they get there? In this session, we’ll discuss the impact that user experience has on your website. Covering everything from site navigation to creating content that anticipates student needs and questions, we’ll help you understand some of the issues on your website that may be preventing prospective students from clicking the apply button.

12:00–1:00 pm
Lunch
1:00–1:45 pm

Website Personalization: Turning Stealth Site Visitors Into Known Prospects

Personalized experiences are the new black. From Google’s search results to recommended shows on Netflix, our day-to-day lives are driven by personalization. So why is it not the same for prospects when they visit your website? While in “stealth mode,” prospective students, parents, and alumni are engaging with your site in ways that help identify their interests, goals, and objectives for being there. Leveraging their stealth behavior to develop personalized website interactions can make the difference in meeting your institution's goals. In this session, we’ll show you what it takes to move more of your website visitors from stealth to known with personalized experiences.

1:45–2:30 pm

Analytics: Measuring Digital Marketing Success and Discovering Prospect Motivators

From website analytics to Customer Data Platforms (CDPs), data on your prospects is everywhere. But how do you convert data into insights to help guide your marketing tactics and messaging decisions? The overly simplified answer: having the right tools configured to your exact needs. In this session, we’ll dive into two critical data collection and reporting tools—Google Analytics and BlueConic’s CDP—to highlight the most important features and reports for measuring the performance of marketing campaigns and discovering what motivates your prospects to take action.

2:30–3:30 pm

Office Hours