The Secret Ingredient for Recruitment Content that Captivates

Segmentation and personalization are excellent engagement tactics for higher ed marketers because they allow you to tailor your messaging around the things your audience cares about most.

But, while speaking to your audience about the right things is important, a truly robust marketing strategy considers how you should speak to them too. Continue Reading

Segmentation: Your Key to Tailor-Made Messaging

Keeping communication relevant and personalized throughout the entire decision-making process is a critical objective for higher education recruiters.

But how do we speak authentically to multiple groups of students without it becoming an overwhelming task?

One solution: segmentation and marketing automation. Continue Reading

Why Personalization is a Must in Higher Ed Marketing

Imagine you’re at a drive through, hungry and ready to order lunch. An employee comes over the speaker and starts explaining why you should order lunch at their restaurant instead of the one down the street, then demands to know what sauce you want with your nuggets—even though you don’t eat meat!

That wouldn’t make any sense, right? You’ve obviously already chosen this restaurant, so further convincing isn’t necessary. And presuming to know your order before you’ve even uttered a word? Well, that’s just foolish. Continue Reading

Avoid Content Debt to Keep Your Website Looking Sharp

When you launch a website, it’s like driving off the lot with a brand-new car. It’s shiny and perfect in that moment, but over time it starts to get worn down. If you ignore routine maintenance long enough, your car will inevitably grind to a halt.

Web developers are familiar with this concept in terms of “technical debt,” the theory that writing easy—rather than reliable—code will create compounding issues for a website further on down the road. Basically, it’s like repairing your car (or your website) with an extravagant amount of duct tape. Continue Reading

A Finishing Touch: Using Tactile Design

Some people think print is dead — that fewer people are printing things and it’s all going digital. But there is still a very large portion of your brand that calls back to traditional elements.

Each month, I get a water filter in the mail from a company called Soma and the packaging is beautiful. The design of the packaging creates an elegant, quality experience. In the end, it doesn’t feel like something you regret buying.

Our sense of touch is really important. It’s one of the first impressions you make with your audience and they’ll notice when things are well thought out. At the end of the day even the smallest details are noticed – from the type of paper you choose to the size and dimension of a printed piece. Maximizing these details will ultimately connect with them. Continue Reading

4 Game-Changing Questions to Put Your Digital Marketing On Track

Digital marketing elicits more shiny-object syndrome than any other set of marketing tools. Here's how to make sure you're not wasting your time.

The digital marketing space changes at a blindingly fast pace. And while being on the look out for the next big thing is an important part of the game, it’s always good to tap the brakes on that impulse every now and then to make sure you’re not blindly wasting your time. Continue Reading

SEO Philosophy of Use

SEO is a turbulent river where the only constant is change. It's a frustrating truism that torments the analytical minds within the digital marketing industry. However, by abandoning the empirical and focusing on the theoretical, you realize the river has always been flowing toward the same mouth. Reflecting on this end destination can illuminate novel best practices and a map for future SEO navigation.

It’s easy to forget that philosophy and science maintain a symbiotic relationship. SEOs seem to spend a disproportionate amount of time trying to uncover how search engines work and what the engine’s spiders are seeking. We look at the hard-coded facts of the online world. We desperately gather information from past analysis, blending it with present strategy in order to affect future outcomes. We tend to focus on the science of it all. It’s easier to comprehend, easier to target and much easier to measure. We forget to take a step back and look at the larger picture, to practice my favorite aspect of SEO – philosophy.

Continue Reading

An Explanation of Domain Name System (DNS)

If you have your own website or domain name, you may have had to deal with DNS entries, especially if you have ever moved your website from one web hosting provider to another or changed email services. The Domain Name System is one of the hidden, behind-the-scenes technologies that makes the Internet work.

How does DNS work and why is it such an integral part of all things Internet? Well, when you type a domain name into your browser’s address bar, your Internet service provider’s domain name server translates that domain into an IP address by looking at the website’s domain records. With the resulting IP address, your browser can locate the requested website. Continue Reading

How to Make UTM Codes and Why They’re Important

Urchin Traffic Monitor (UTM) codes do a lot more than just make URLs ridiculously long. They play a pivotal role in measuring your marketing efforts and can help you see what resonates most with your audience.

So, what is it?

A UTM code is part of a custom URL that allows you to track a source, medium and campaign so you know exactly where your website traffic is coming from. It was originally used in conjunction with Urchin, a  web statistics analysis program developed by Urchin Software Company. Google purchased the software in 2005 to grow Urchin’s online product, which we now know as Google Analytics. Continue Reading

Social Media Strategy: Brevity v. Verbosity

With so many great ideas to share with the world, it's easy for us to lose sight of how much effort our followers are willing to put into reading about every. little. detail.

So we compose beautifully written, elaborate Facebook posts about branding, strategy, the meaning of life, knowing that this information is important enough for everyone to appreciate and read. I’m terribly sorry to tell you this, but it’s not. It’s too long. Continue Reading