Q Assignment is about the The marketing objective to spread awareness about the Company, its affiliations and different Home, - Digital Marketing Strategy Business Goals ? To increase Brand Awareness ? To increase no. of Student Enrollments Marketing Goals The marketing objective is to spread awareness about the Company, its affiliations and different programs in the target market . SEO Goals To increase traffic on those two targets during the months of promotion. Business growth via Digital marketing is all about converting visitors to profitable customers. In view of increasing the no. of visitors it is essential to find ways: Convert Visitors Contacts Customers ? Website Increase website traffic Increase search engine optimization (SEO) or to be ranked in high in Google search is just one of the goals of SEO. A business benefits from SEO only when improved search engine rankings start improving sales/revenues, marketing outcomes or help to achieve any other business goals. When implementing SEO, following to be considered: Target audience - students age group 16 yrs. -45 yrs in fact it is vital to identify the target audience because when SEO is performed for a website without knowing about the target audience, it may lead to unqualified inquiries through SEO promoted website. SEO key words/ rankings Prospective students turn to a variety of online and migration agentsand most of the times they don’t know with which migration agent to proceed when they begin their search. When they turn to online search, students often find many migration agents in Sri Lanka so that it is important to prioritize keywords such as “study in Australia” or “migrate to Australia” etc. Further, to improve brand awareness within the student community “Australian ………………..” or “Australian Migration Agents in Colombo” can be included as key words to increase traffic. Measures to be taken to improve its’ search engine rankings with further individual web pages can be created for each university or course offered while optimizing them for search engines. Content for each of these pages could be improvised to capture the interest of prospective students and make them spend more time on the page. Off-Page SEO Techniques to be employed outside the website to improve search engine rankings as many things that matter to search engines happen away from the website especially when on-page optimizations are not sufficient, a higher percentage of SEO time to off-page techniques to raise site rankings; SEO content and course pages to increase online visibility. Retargeting Basicallyshowing ads to the visitors even after they‘ve even left Research Some level of research should be carried out with the target customers without relying on our own opinions in view of logo options, color palettes, image selections, and other key elements. Get visitors to act Visitors should be encouraged to act or convert which will result inincreasing a conversion rate from 2% to 3% means a 50% increase in sales/revenues. ? Facebook Facebook is a powerful player in social media which performs as a one of main social media platforms which creates an advertising intelligence space while allowing marketers to create specific customized messages to targeted audiences with special features such as storytelling, B2B bullets and live chatting; enablingto measure each campaign’s effectiveness through powerful analytics and with increased brand visibility, Facebook alsoallows to present the desired brand image of the Company for prospective students to give them a glimpse of the Company culture. ? LinkedIn (B 2 B) Rated as one of the majour social networking websites used by over 450 million professionals world-wide. ? Status updates By status updates enables to post links related to the official websites to keep the community informed on new developments etc ? Company pages With a customized company page, enables to reach other foreign education providers towards affiliations or partnerships ? Posts, publications, videos or recommendations Posts, publications, videos or recommendations can be easily published via Linkedin community ? Email Marketing campaigns One of the most powerful components of Digital Marketing strategy which allows the marketers to place their brand’s message right in front of users where they’ll take notice most ; their inbox. A few things to be considered: ? Know the audience ? A strong subject line ? Make it relevant ? Make it personal ? Twitter (300 million twitters are sent daily) Twitter is not only a public relations tool, in present scenario, Twitter is used by many businesses as an online marketing tool in view of expanding their brand awareness in many ways. ? Customer acquisition/ Lead generation ? Free market research Results of SEO Promotion: Business Goals The main two goals to be achieved. Marketing Goals The marketing objective of spreading awareness about this Company, its affiliations and programs offerred in the target market to be achieved SEO Goals To achieve increased Traffic on the website or any other platform during the months of promotion. ?As a result of increased site traffic and more time spent on course pages, search engine rankings of target courses to be increased along with the Company’s website ranking . To monitor performance (no. of visitors to the site) with Google Analytics
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