By

Linda Emma
lead scoring for higher education
Wouldn’t it be great if there were some way to determine whether that prospective student you’ve been courting would actually enroll? A way to weed out the disinterested parties from the blossoms that might truly bloom at your school? There is! When you use lead scoring for higher education, you give the admissions team prospects...
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woman opening a LinkedIn InMail
Email campaigns produce some of the best engagement metrics in higher ed marketing. It’s probably no surprise, then, that LinkedIn’s version—InMail—can also yield some pretty impressive results. While sponsored InMail campaigns don’t have the opt-in benefit of email (you can, however, opt out), they can still appear as powerfully personal messages in your prospects’ inbox....
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launching a new website
Your website needs to be a living digital document if you want it to be truly effective. It should evolve along with your institution and contain continually relevant content that appeals to your stakeholders. After launching a website, make sure it stays fresh, has a great user experience and search engine optimization—and gets results. If...
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one of many CTAs for higher education
  The call-to-action is one of the simplest yet most important components to any higher ed advertising campaign. Whether you create an ad, an eBook or an email outreach, somewhere in your marketing effort, you need to tell the user what you want them to do. That inducement to act is what turns prospects into...
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team looking at digital metrics
From the time you were a kid in high school, you probably understood that popularity contests were never about skill and substance. That’s the way it is with vanity metrics in digital marketing. They’re fluff without merit. They can make you feel good, but they play more to your institutional ego than the actual merits...
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AI from Google and Looker
I’m not sure what’s in your wallet, but when Google announced an all-cash deal to acquire data cloud platform Looker for $2.6 billion in its fourth largest acquisition, it hit home—once again—the massive financial capacity of the search engine giant. And to think that the hefty price tag represents only a bit over 2 percent...
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SEO and the Stock Market comparison
Do you play the stock market? If you invest in a favored company or a 401K, you likely understand a bit about the vagaries of the market. They can be complicated, volatile, frustrating, fruitful. Their peaks and valleys represent a white-knuckled ride that can have a significant impact on your bottom-line finances. A lot like...
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a microsite for edu
Microsites for higher education can serve as good platforms for short-term promotional campaigns (think fundraising and development) or as tools to bring print publications online. They can build out a college within a school or highlight a one-off program or unique educational offering. However, too often they’re brought online without a compelling reason or a...
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heatmap for CRO
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. If you want actual students, integrate data from heatmaps into your CRO strategy. It will...
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plug-ins for websites
Remember that old adage: you get what you pay for? Well, when it comes to all those easy-to-install website add-ons and plug-ins that are absolutely free, the platitude can be spot-on. Sure, they make it easy to update the look, feel, and usability of your site, but that no-cost cost can come at a price....
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