During the summer, I attended a handful of conferences focused on higher education and digital marketing. I’ve made a few friends along the way, and I learned that universities of all sizes face common issues:
- Student acquisition and retention
- Measuring offline advertising ROI
- Developing a holistic strategy
Google recently released some staggering numbers showing that potential students are using search to decide which colleges and universities fit their needs. We’re all living in the age of digital consumption, so how can we address the above challenges accordingly?… Read the rest
“Not provided” getting bigger? No worries! It’s time to celebrate!
The share of infamous “not provided” organic keyword traffic in Google Analytics is increasing, to the tune of nearly 75% as of mid-September, as noted by the website Not Provided Count, which tracks the average percentage of withheld keyword data across 60 websites. You may have heard this week that Google is making more searches secure, which is increasing the percentage of keyword data in Google Analytics displaying as “(not provided).”
So, why are we at Fathom celebrating?… Read the rest
[Ed. note: This post is the 3rd in a series of guest-post exchanges between Fathom and Right On Interactive, a marketing automation company that emphasizes lifecycle marketing "that helps organizations win, keep and grow business." Lauren Littlefield is Right On Interactive's director of marketing.]
Leads come in, we nurture them, sales reaches out to them; and so begins the process of advancing and converting the prospect into a customer. By scoring leads, marketers and salespeople alike, you can determine who the “best-fit” prospects are and begin to communicate with them in a manner that encourages engagement and results in revenue.… Read the rest
Last Thursday, we officially unveiled our redesigned updated website. With all due respect to the talented Fathom developers and designers who had a hand in the project, the reason I’m avoiding redesign is because we launched not so much a full-scale redesign, but primarily a visual overhaul. OK, let’s call it a mini-redesign. Basically, the fundamental structure remains as it was, but things should be a little easier to explore and a lot easier on the eye.… Read the rest
Let’s face it – content strategy for higher education often gets pushed aside. More tangible marketing tactics, such as paid search campaigns or usability, are prioritized over the long-term goals of content marketing.
But content is what creates connections. Content makes students want to enroll. So we have some tips to help you effectively implement the type of marketing that builds lasting relationships:
1. Find out what interests your prospective students.
You need relevant content in visible places.… Read the rest