HOW WILL CRUMBLING COOKIES IMPACT MARKETERS?: Browser and session cookies help marketers supplement data on users and leads. As some web browsers shut down third party cookie tracking due to privacy regulations, a demand among marketers for location data as another means to enrich primary data is increasing. Supplemental mobile location and real world behavior details collected on first party data (the primary data you collect) could be a future replacement of cookies.
Why you should care: Cookie data is essential to enriching data on prospective students and leads, helping expand CRMs beyond email, first name, and last name. As data collection via cookies phases out due to privacy legislation, enrollment marketers will need to enrich prospective student data in other ways; two possibilities being mobile location and real-world behavior data.
HEADER TAGS – WHAT THEY ARE AND HOW TO USE THEM: As a tech-savvy marketer, you’ve probably heard about header tags; HTML elements used to separate headings from subheadings on a webpage. If you’re responsible for adding or editing content and copy on a website, here’s how to properly use header tags:
- H1 — The title of a post. They're usually keyword-centric.
- H2 — Sub-headers for the main ideas of your paragraphs and separate sections. These should also be keywords.
- H3 — A subsection that clarifies the points of sub-headers further.
- H4 — These are usually used in formatting lists or bullet points.
Why you should care: Careful and strategic use of header tags (and the text you put in between header tags) can be a huge deal breaker for your program’s SEO rankings. Poor use of header tags along with keyword research could be a result why your events page or program info session page isn’t ranking high in Google’s search engine results.
3 WAYS MARKETERS CAN LEVERAGE TWITTER TOPICS: Twitter Topics is a setting that allows users to select and follow trends they’re interested in. Marketers can leverage Twitter Topics to stay informed about industry-related trends and look for related tweets to share, reply to, or post supplement information on. Marketers can also utilize this tool to find and follow thought leaders in their industry who may provide inspiration for new marketing content. Lastly, Twitter Topics helps marketers determine which hashtags are popular in their industry, and utilize those hashtags to optimize their own tweets.
Why you should care: Enrollment marketers who oversee their program’s Twitter account should follow higher education and industry-related topics on Twitter. This will help optimize your program’s Twitter feed with relevant tweets to share, comment on, or utilize as inspiration for new marketing content.