By

Linda Emma
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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woman following her aspirations
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 an education can provide, but most have the same aspirational goal – the feeling of...
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college repurposing content for video
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 a herculean task to churn out videos and whitepapers and press releases and blog posts...
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email marketing
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 future students. But bombarding a target audience with emails they don’t want can do more...
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digital marketing team in action
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 doing, that’s great. But if you want to grow your business and stand out in...
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