HOW TO GET MORE PROSPECTS TO READ YOUR CONTENT: Publishing great content is only half the battle — the other half is getting that content in front of the right readers. Luckily, in addition to keyword research, there are several creative ways to get the right audiences through your digital door. Untapped tactics designed to boost traffic to your content include: sourcing ideas from online learning platforms, collaborating with niche micro-influencers, and encouraging your employees to spread the word and advocate for your brand.
Why you should care: Finding creative ways (like these) to promote your content helps it to be discovered organically. Having your prospective students find your content organically (read not through a paid effort) boosts your SEO rating and establishes domain authority. This is important if you are to be recognized as a leader in your field. One easy way to implement this is to do in-depth keyword research for every campaign you run. Make sure you are exploring the subtopics and related keywords to your main point, as appealing to these audiences with similar resources can ultimately result in traffic to your content.
DIGITAL AD REVENUE JUST TOPPED 100 BILLION DOLLARS:
It’s a big moment for digital ads, reaching an all-time high of $107.5 billion dollars for 2018. This shakes out to a staggering 22 percent year-over-year increase from 2017. Digital advertising thrives on its ability to build relationships between brands and consumers, and clearly, it’s working. More than three times more profitable than social media and digital audio advertising revenue combined, it’s safe to say if you don’t already have a solid digital ads plan — now is a good time to start one.
Why you should care: One of the strengths of digital advertising is its ability to form and strengthen relationships between brands and prospects. This is great news for you because that relationship is exactly what your prospects are looking for. Take this opportunity to reevaluate your digital ad strategy to focus on cultivating that relationship and highlighting your brand. Additionally, with the imminent growth of 5G, digital ad revenue will only increase. So seriously — make sure you’ve got a strategic plan in place. The data shows that digital ads bring in far more than social media, so consider adjusting your ad spend accordingly.
Trend watching is deeply intertwined with marketing, after all discovering the next big trend frequently leads to greater business market share, brand recognition, and ultimately, revenue. But how do you discover trends and hop on the train before it is too late? And how do you know which trends are worth pursing and which aren't? Since Google is the worlds largest search engine, it makes sense to go to them for some answers and insight. These interesting statistics collected by HubSpot, provide data representative of Google’s biggest trends in 2019.
Why you should care: Four times as many people are likely to click on a paid search ad on Google than on any other search engine and 53% of users will abandon a page if it takes more than three seconds to load. Each of these insights can help you make more informed decisions as a graduate enrollment manager. First, Google is the search king so it is smart to invest the majority of your ad spend on search and display ads with this search engine. Second, page load time is a major SEO factor and will also drive users away — fast. Make sure your pages have been optimized for load time by reducing image and file sizes and cleaning up your code. Moral of this story? When Google speaks (or identifies trends) listen up! Following their lead makes your efforts more effective and helps you to reach more prospects.