Blog

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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how to run a PPC campaign for higher education
18
Jul

How to Waste Your Higher Ed Pay-per-Click Spend in 7 Easy Steps

Digital advertising for colleges and universities can seem a wise and affordable component to well-thought-out school branding and marketing. After all, you only pay when prospective students click on your ads. Even if they’re not ready to enroll, their interest...
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college brand lift
12
Jul

How to Use Content Marketing to Lift Your College Brand

Your college brand isn’t about a single advertising spot or a full-out marketing campaign. It’s bigger than both. Brand goes to the core of who you are; the heart and soul of your entire institution. It’s more important than your...
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Google higher ed search feature NYU
20
Jun

Google’s New Higher Ed Search Feature: What You Need to Know

In spite of a bit of negative fervor, there is still some good news around Google’s new higher ed search feature if you use digital marketing for higher education.   Seriously.   Claiming that it wants to make choosing the...
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Colleges making their fiscal year plans
13
Jun

Happy New Year! Is Your Website Ready for the New Fiscal Year?

Okay, so maybe it’s not actually the beginning of the New Year, but if your fiscal year starts July 1, you’re probably making some serious budget and planning resolutions right about now. And if you want to increase enrollments (who...
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email marketing plans
06
Jun

It’s Almost Email Week! Time to Embrace Email Marketing

Email Marketing: 40 Years Young and Still Going Strong! Hard to believe, right? But it’s true! The very first email marketing message was sent in 1978 by Gary Thuerk promoting Digital Equipment Corp. Even way back then, email produced results...
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student personas for higher education
30
May

This is Why Persona Development is Critical to Your Marketing Plan

Whenever I begin a relationship with a potential new client, I always tell them in earnest: no one knows your students as well as you do. On the other hand, by the time I get to the point of speaking...
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social media marketing in action
16
May

5 Winning Social Media Strategies for Higher Education

You’d be hard-pressed to find a college or university anywhere in American that isn’t on social media. They understand that social media are critical components to the vibrant communities they need to build to stay engaged with their varied stakeholders....
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02
May

A Simple Philosophy: Listen to Agency Clients and Their Data

When you come from a communication background, it’s a bit of a no-brainer to think listening should be at least half of any conversation. As a journalist, I asked questions, listened to the answers and tried to leave myself completely...
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digital marketing account manager
25
Apr

4 Common Questions I Get Asked as a Digital Marketing Account Manager

As a Senior Account Manager at ESM Digital, there are some common questions I have been getting from my clients over and over again. So, if these digital marketing thoughts have crossed your mind, you’re not alone!
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social media channels like Facebook
19
Apr

Facebook Changes You Might Have Missed

Social Media has become even more ubiquitous than when Facebook went public and Wall St and beyond yammered about it being one of the largest IPOs in Internet history. Now, you can barely log into any media outlet – digital,...
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