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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

> 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
Facebook
Promotion

Prospective Student Microsite
www.CollegeMicrosite.com

GA Account 1

• Facebook Visitors will be
identified in GA1
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

> Implement Cross Domain Tracking
Facebook
Promotion

Prospective Student Microsite
www.CollegeMicrosite.com

Main College Website
www.College.edu

Website Goals and Registrations

GA 1 is installed with Cross domain tracking on ALL webpages
Facebook Visitors are clearly visible in GA 1 and we can measure the number
of Website Goals and Registrations that origin from that campaign
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 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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Enhance your website redesign with a digital marketing assessment

  • 1. 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.
  • 2. 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
  • 3. Enhance your Website Redesign with a Digital Marketing Assessment > Define Marketing Goals for your Redesign
  • 4. Enhance your Website Redesign with a Digital Marketing Assessment > Benchmark your Current Site
  • 5. Enhance your Website Redesign with a Digital Marketing Assessment > The Digital Marketing Assessment • • • • • Information Architecture Analytics/Conversions Search Engine Optimization Content Social Media
  • 6. 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.
  • 7. Enhance your Website Redesign with a Digital Marketing Assessment > Assess your Information Architecture Example: URL Page Depth
  • 8. Enhance your Website Redesign with a Digital Marketing Assessment > Examine your Site Analytics
  • 9. Enhance your Website Redesign with a Digital Marketing Assessment > Examine your Site Analytics
  • 10. 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
  • 11. Enhance your Website Redesign with a Digital Marketing Assessment > Google Analytics Goal Value • Assign a $ value to Goals achieved
  • 12. 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
  • 13. Enhance your Website Redesign with a Digital Marketing Assessment > Implement Cross Domain Tracking Facebook Promotion Prospective Student Microsite www.CollegeMicrosite.com GA Account 1 • Facebook Visitors will be identified in GA1
  • 14. 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
  • 15. 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 GA 1 is installed with Cross domain tracking on ALL webpages Facebook Visitors are clearly visible in GA 1 and we can measure the number of Website Goals and Registrations that origin from that campaign
  • 16. 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.
  • 17. Enhance your Website Redesign with a Digital Marketing Assessment > Evaluate your SEO
  • 18. Enhance your Website Redesign with a Digital Marketing Assessment > Evaluate your SEO
  • 19. Enhance your Website Redesign with a Digital Marketing Assessment > Evaluate your International SEO
  • 20. Enhance your Website Redesign with a Digital Marketing Assessment > Evaluate your SEO – Site Errors
  • 21. 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
  • 22. Enhance your Website Redesign with a Digital Marketing Assessment > Identify and Prioritize your Key Pages for Redesign
  • 23. Enhance your Website Redesign with a Digital Marketing Assessment > Examine Visitor Flow through Priority Content
  • 24. Enhance your Website Redesign with a Digital Marketing Assessment > Prioritize Pages and Elements that Lead to Conversions
  • 25. 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
  • 26. Enhance your Website Redesign with a Digital Marketing Assessment > Analyze your Social Media Landscape
  • 27. Enhance your Website Redesign with a Digital Marketing Assessment > Analyze your Social Media Traffic
  • 28. Enhance your Website Redesign with a Digital Marketing Assessment > Analyze your Social Media Conversions
  • 29. Enhance your Website Redesign with a Digital Marketing Assessment > Put Social Media into the Proper Perspective
  • 30. 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