Blog

heatmap for CRO
17
Apr

CRO: How Heatmaps Will Improve Your Results

Conversion Rate Optimization (CRO) is all about inducing potential students to act once they land on your ads, website and collateral pages. It may feel great to get visitors and clicks, but without conversions, those actions are just vanity metrics....
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woman following her aspirations
03
Apr

How to Use Social Media to Build an Aspirational College Brand

Your students aspire to be great. They aspire to have careers, to have fulfilling lives. Those aspirations are powerful and driven by a multitude of motivators.  Many find motivation in their children, money, stability or any number of the benefits...
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college repurposing content for video
20
Mar

The Purpose of Repurposing Content and How to Do It

Whether you use online marketing as a tool to recruit students or donors, you probably already understand that continuous content is a fundamental component to your digital strategy. So you’ve likely also discovered that quality comes at a cost. It’s...
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email marketing
20
Feb

How Are You Sabotaging Your Email Campaigns?

More than 85 percent of us use email. That’s why it remains one of the most effective marketing tools in the digital arsenal. Especially for institutions of higher education, email is an easy means to correspond with current, past, and...
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digital marketing team in action
30
Jan

6 Signs It’s Time to Outsource Your Digital Marketing and How to Do It

Outsource Your Digital Marketing We hear it all the time. Higher education marketing executives want to think big-picture, invest in strategy, plan for the future—but they’re stuck in the weeds. If you’re content with where you are and what you’re...
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Digital Design for 2019
16
Jan

Good Digital Design in 2019 is More Important than Ever

Do you have a favorite commercial? Maybe it’s an Apple spot that gave you goosebumps after the logo dropped or maybe it’s one of those commercials with a catchy song that gets stuck in your head for days. There are...
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2019 marketing trends in digital
09
Jan

More 2019 Marketing Trends You’ll Want to Adopt Right Now

2019 Marketing Trends Continued… Last week, I touched upon some marketing trends for the New Year. I noted that content, SEO, and paid media need to work together to achieve your end goals. But here are even more 2019 marketing...
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2019 digital marketing trends
02
Jan

Your Top 10 Digital Marketing Trends for the New Year

Happy New Year! As you take time to assess your marketing plans for the new year, the one constant you need to accept about digital marketing in 2019 is change. That perfect strategy you had to fire on all pistons...
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keyword match for higher education terms
28
Nov

What You Need to Know About Keyword Match in Higher Education

Whether you run SEO and ad campaigns internally or work in partnership with a higher education marketing agency, there are some basics about keywords and keyword match that you’ll want to know. Because even if you think you understand the...
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School executive using SEO for higher ed website
21
Nov

What Happens When You Shift Spend from Google to SEO and Content?

Google is god. Think about it. It’s omnipotent, immortal and all-knowing. It answers prayers (or at least queries). It knows all your deepest concerns and darkest secrets. It was founded on a principle of “don’t be evil” and, with a...
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Google Quality Score like a Credit Score
06
Nov

How the Google Quality Score is Like Your Credit Score and How to Improve It

Even at the most rudimentary level of personal finance 101, you understand that your credit score directly correlates with how much stuff costs you. In the head-to-head battle of a 400 against an 800 rating, the high number wins every...
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student researching colleges online
24
Oct

Display Ads for Higher Education: Here’s How to Get Great Results

Declining enrollments and a competitive higher ed landscape make attracting students to your institution more of a challenge than ever before. Even online programs, once considered the profit-makers for nonprofit institutions, now face growing competition; community colleges are already seeing...
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websites and backlinks across the country
02
Oct

Is an Aggressive Backlink Strategy Worth the Investment?

Before you can decide whether or not backlinks are worth it, you first need to understand what they are and how they have evolved. As the name implies, a backlink occurs when another site links back to your website. They’re...
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Marketing guy looking at higher ed keywords data
20
Sep

Why Higher Ed Keywords Are So Expensive and How to Save Money

If you use Google Ads to help searching students find your programs, you’ve probably discovered that the cost of higher ed keywords can be expensive. And it seems those costs only move in one direction: up. Unfortunately, if you want...
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marketing for online programs
12
Sep

6 Effective Tips on How to Market Your Online Programs

How do you market your online programs when there’s so much competition and there are still people unsure of the method? For starters, the days when online courses and programs were suspect of being “less than” are long gone. Today,...
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students using social media platforms
05
Sep

On Which Social Media Platforms Should Your College Be Active?

You already have a social media presence but even if your college is staffed up to handle multiple social media platforms, are you on the right channels? More importantly, are you doing social media marketing well?
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29
Aug

ESM Digital Is On the Move!

ESM Digital has moved to sleek new offices at One Tech Drive in Andover and we couldn’t be more excited!
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designer considering image optimization for website
22
Aug

Is Image Optimization Really That Important to You?

You bet! If you already understand the importance of search engine optimization for your written content, why would you think your images deserve any less love? Especially on mobile devices, image optimization can make or break your SEO ranking. Here’s...
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high school student finishing dropped applications
09
Aug

How to Battle Dropped Applications with Digital Marketing

For some institutions, dropped applications represent an opportunity to inflate their student applicant numbers and give the impression of a lower acceptance rate and more exclusivity. It’s a numbers game where incomplete applications make it look as if more students...
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videos for college marketing
26
Jul

10 Steps on How to Create Great Videos for Your College

Even more than images, videos resonate with audiences. That’s because even if a picture is worth a thousand words, its value is raised exponentially when you add some eye-catching movement and build a story. The most effective videos tell compelling,...
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