Catching & Captivating Students Online Jessica DuPont Assistant Director of Marketing
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Catching & Captivating Students Online Jessica DuPont Assistant Director of Marketing and Communications John Thompson Web Systems Coordinator Overview About OSU Extended Campus Part I Driving them to your site… Search Engine Optimization (SEO) Search Engine Marketing (SEM) Part II E-Recruiting once they’ve arrived Summary & tips OSU Extended Campus Programs Online Bachelors Degrees Online Minors Graduate Degrees and Programs OSU Summer Session (site based) ________________________________ Professional Programs OSU Quick Skills Online OSU K-12 Online Student Demographics (Online Students) Average age 36, 65% female Majority from Oregon & Northwest Students from all fifty states, 12 countries Largest growing segment is on-campus students WEB = #1 Marketing Source --- Part I: Driving Them to Your Site -- SEO: On Page Optimization Occurs on your site pages SEM: Off Page Optimization / Marketing Occurs on other website pages (Includes paid advertising) Fundamentals of SEO / SEM Keywords Correspond with the Search Phrases that Internet users type when searching Ex: New Online Masters in Education website We can use: - online masters in education - masters in education online - or some other phrase with our new site … right? Definition of “Surfer” SEO: On Page Optimization Do Not GAMBLE Keyword “Keyphrase” (KEI) analysis: Identify a market “niche” KEI: Keyword Effectiveness Index • What are Surfers typing when searching? • What are existing sites using as Keywords? • Is there an “Unused” Keyword? A Good KEI number indicates a POTENTIAL “niche”. SEO: On Page Optimization Example of Market Niche: - online masters in education - No available opportunity masters education online courses - Good KEI Score - Represents a Good opportunity or market “niche” SEO: On Page Optimization Content is KING: Add Keyphrase masters education online courses META Tags, Page Title, H1 Tags, <body> content Site Structure: Use Keyphrase Folder names, Internal site links Keyphrase “density”: - What is the density of your Keyphrase in your site pages? - What is it in your competitor’s site pages? SEM: Off Page Optimization Advertise that Keyphrase! Anchor Text The clickable words in your Link masters education online courses Organic: “FREE” Economical/Page Rank Search Engine Registrations Get your LINK placed SEM: Off Page Optimization Reciprocal Linking Link Partners SEM: Off Page Optimization CPC: Cost Per Click BID on Cost Per each Click on your Banner Ad Pay that set fee to vendor (monthly, quarterly) Expensive option in most cases Paid Listings Costs are comparatively HIGH $$$ Directory Sites Paid Banner Ads Distance Education websites Ex: alleducationschools.com --- Part II: Once They’ve Arrived --Goal: hits registrations Consider the following with conversion: Will users get lost on your site? Can they get answers at 3 a.m.? Is your site “sticky”? Examples…. The 24-7 factor Searchable Knowledge Base Live Chat Forum E-News Course Demo Make it Dynamic! Make it Dynamic! Make it Dynamic! Summary & Tips E-Marketing = combination of tactics Results take time & lots of work! Track your results via… Site statistics Volume of incoming inquiries Lead conversion Googling your own key words ….where do you show up? have you slipped? Tips Continued… Beware of advertisers who claim “guaranteed top search engine results for $99.00.” Take advantage of free offers or monthly billing Stay abreast of changing SEM/SEO tactics Dedicate staff & marketing budget for SEO/SEM Thank you & Good luck!