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Are you still debating whether blogging and content creation is beneficial for your business/higher education institution or not? Here are four reasons why blogging matters for inbound marketing strategy: Higher exposure and more ranking opportunities: Google algorithm updates in recent years have made fresh content on a website a crucial ranking signal. As a result, blogging on a regular basis allows us to add fresh content on a website. This results in better rankings which leads to higher traffic to the website. Also, as each page added to the website or blog is indexed by search engines, each blog post provides an opportunity to rank in search engine results. This provides more opportunities to get found by visitors on search engines. Content relevance = authority: The more content a website has on a specific topic the more authoritative they are deemed by search engines. Thus resulting in higher rankings for searches related to that topic. In order to build this … Continue reading
Posted in: higher education content marketing agency, higher education inbound marketing agency, inbound marketing strategy
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It is a great honor for Elliance to have recently won a Hermes Creative award for our higher education marketing client New York Chiropractic College. The award was given for a series of social posts that were put together to promote their Doctor of Chiropractic program. The Strategy & Results: There was a lot of thought that went into creating these posts. Our strategy was to create a series that would tie the brand, create a story and encourage target audience engagement. This filtered through into design concepts and copy as well as micro targeting of audience on Facebook. All of this worked together to provide excellent results: increased brand awareness and reach, higher engagement on the posts and stronger Facebook page likes. See all the other higher education marketing awards that Elliance has won for web design, blogs, social media and user experience.
Posted in: higher education marketing awards
When manufacturing companies make decisions on which marketing tactics to use, one thing to consider is the changing habits of their target audience. Where is the audience currently spending their time? Which channels are they using? An IHS Engineering360 survey report on digital media use by manufacturing professionals shows that internet use for work related activities has gone up. The survey finds 71 percent of professionals surveyed use 6 or more work-related websites each week. More than half of the professionals surveyed spend six or more hours per week on the internet for work-related purposes. Professionals used search engines more than any other information source. Almost 90 percent of professionals use Google and other search engines to get information. For manufacturers who are still thinking about whether to invest in search engine marketing, paid advertising, websites and online campaigns, this data shows they need to be present where the audience is looking for information. But what are some of these online … Continue reading
With greater focus on social media as a marketing channel, many companies are using it to reach their audiences. But what are the real benefits of using social media for your brand? Here’s a few that come to mind: Amplified brand awareness: The sharing mechanism on most social media channels becomes the vehicle, which transports your content and brand name in front of an expanded audience. Higher visibility for your content repository: If only one piece of content gets shared, that can bring visibility to older content pieces, which may be valuable but is in need of marketing visibility. As a result, one piece of content can introduce your audience to other great works that you have. Engaged customer base – Social media is one marketing medium that goes to the roots of marketing: word of mouth. For brands, this can be a way to reach the right audience who, as a result, become brand ambassadors by liking/sharing your content and … Continue reading
One of our clients, a small manufacturing company located in southwestern PA came to us with a problem of not getting enough calls for growing their business. Our initial response to their request was to help them with their website and grow their presence on search engines to gain more visibility. However, as algorithms changed, we suggested an updated strategy for the client, focusing on content and social media. The Updated Strategy Apart from the website, the client had no other content or social media channels. Our strategy focused on creating a content machine and gaining visibility on social networks through great stories and content. We created a blog along with supporting networks for social media on all major networks Facebook, LinkedIn and Google Plus. The Results The result was continual increases in rankings for optimized phrases, rise in organic traffic, and higher traffic from social networks. Here are some numbers to show the success of this campaign: Organic traffic increased … Continue reading
Inbound marketing, as defined on the Elliance Higher Education Inbound Marketing Flashcards website, is the continuous creation of relevant and high quality content, which helps to build strong, authentic connections with existing networks and helps to extend those networks through social sharing and conversations. In this definition lies the key to why inbound marketing is crucial for a higher education institution. Content creation for the sake of content will do nothing for brand or reputation building, SEO rankings or increasing social sharing. It’s more than just satisfying search engine bots — it’s also creating stories for people — that people want to read. Content has to be created with a goal in mind. For example, an inbound marketing campaign for a college can be crafted around telling stories – student stories, alumni stories, faculty stories – all of which tell a higher brand story. Student stories will inspire prospective students, allow them to visualize what their life will be … Continue reading
Many colleges who invest in videos to market their higher education institution experience low views, shares and engagement. There may be many reasons as to why these videos don’t return results. However, this does not mean that one should stop using video as a marketing medium. There are many compelling reasons to continue to use and expand on a video marketing strategy. Here are a few of those reasons: Video consumption is on the rise: Video is one of the most popular ways of consuming content on the internet. It’s not surprising that YouTube is now the number 2 search engine in the world. People watch 3 billion videos a day on YouTube and over 450 universities have established a channel on YouTube EDU. With Facebook and other social networks incorporating more and more video content, these numbers will continue to rise. Video production has become easier than ever before: Good quality video recorders are available on cell phones and … Continue reading
I attended a talk recently by Dr. Illah Nourbakhsh, a Robotics professor at CMU. The talk was about his book Robot Futures which discusses how machines are taking over our world. As technologists, we are always celebrating the amazing discoveries in the industry. Don’t get me wrong. I love and support technological innovation wholeheartedly. However, I also feel we don’t really think about the implications these technological innovations have on our lives. Let’s take a recent article I came across in Search Engine Land which talks about creating repeatable and scalable processes. Mitul Gandhi gives the example of SEO keyword research and how the human element in that process is a waste of time. His take is that automation of the keyword research process through usage of SEO tools is the optimal way of doing keyword research. I disagree. The key intuition that a human brings to SEO keyword research will be lost if the whole process is handed over … Continue reading
Posted in: Higher Education SEO
In higher education marketing, video is a great medium to use. It provides a feel for the environment and student videos make the experience more real for prospects. And it works very well with the changes that we’re seeing in higher education marketing right now. For example: Content consumption habits are changing: User generated content can provide a good feel for the campus environment. Prospects can view videos created and tagged by students just as easily as those that are produced by the school. And sometimes they may feel more connected with those that are produced by students. Attention spans are shorter: In this world of Twitter and Instagram, attention spans of young people have become even shorter. To reach out to these millennials and make an impact, higher education marketers need to provide them with quick bursts of information to help them understand and connect with the core of the institution. Fads of the moment are constantly changing: Teenagers … Continue reading
Search is one of the most frequently used online tools among US adults. A 2012 Pew Internet Survey found that 91% of adults use search engines to find information on the Web. This survey also revealed that younger and more educated people, meaning current or prospective college students, are most likely to use search engines. So for these young people, when they make one of the biggest decisions of their life — where to go to college — search is one of the top few resources they use to narrow down their choice. This was confirmed by another Noel Levitz survey of 2,000 college bound students which found that search engines are the second most used resource by prospective students for researching colleges. The popularity of search engines in this user group has led to a huge increase in search engine marketing – both PPC and SEO – in the higher education marketing space. An interesting story recently aired on … Continue reading