Tools and Tricks to Help with Your Link Building Campaign

SEO continues to be a driving force in the marketing world, and as it becomes more integrated in other marketing functions, new roles seem to be popping up everywhere–SEO Analyst, SEO Content Strategist, and SEO Outreach Coordinator are just a few of the new titles we’ve seen lately.

Let’s narrow in on the SEO Content Strategist and the SEO Outreach Coordinator positions. These positions aren’t too surprising to see considering the fact that content and backlinks continue to be on the list of top SEO ranking factors year after year after year.

To oversimplify things, using content to boost rankings is something we can control. It comes down to doing the keyword research, optimizing your content, and tweaking things to get to the position you want–easy peasy, right?

Obtaining links on the other hand, is not as easy to control. You can reach out to as many publishers as you want, but you can’t force them to link to your site–hence the need for someone who specializes in outreach. While one position may seem easier than the other, they’re actually both just as complex, and both necessary for each other’s success.

The Content Strategist must not only focus on creating content that can rank, but also creating content that is engaging and valuable enough to merit links–making it easier for the Outreach Coordinator to earn links. Now, the Outreach Coordinator has to get links back to the content created by the Content Strategist in order to give the site and blog content the boost it needs to rise in the rankings.

Now that we understand how these two positions work together to boost each other up, we’ll go into some specific tools and tricks to help with link building.

Create wow-worthy content

We simplified it in the beginning, but creating great content that is optimized for search engines, but also engaging for people is not an easy task. That being said, you can control the value of the content that you put out.

Use keyword research to figure out what people are searching for–what do they want to know? Take that research and create amazing content that will fill the questions and needs of potential customers.

Finally, make sure that your content is not only optimized for search engines, but also visually pleasing and engaging. Canva is a commonly used tool that marketers use to easily create visual engaging content that increases shares and engagements. Users love it because it’s easy to import your own images and use the templates to make great images for social media posts and ads. Outgrow is another tool that users love for creating quizzes, calculators, and polls that will increase engagement and gather leads.

Increase efficiency with outreach tools

Backlink outreach campaigns can be painful. You can send 1,000 emails and get no response. You could put hours into building relationships with publishers on Twitter, but have zero backlinks to show for it.

While there’s no way to promise backlinks, you can increase the number of pitches you put out with outreach tools. Increasing efficiency is a crucial element of a successful outreach campaign, and below are a couple of suggested tools to try out.

Infusionsoft is a popular tool for sales outreach, but can easily be used for link outreach too. Users love the ability to prioritize contacts based on responsiveness. Buzzsumo is another popular influencer outreach tool. Users like the ability to create lists of influencers in a specific category using the platform itself.

A/B test different outreach emails and content types

Different types of content may have different success rates for earning backlinks. A/B test the different types of content you’re producing to determine which types are best for using in outreach emails. You should also A/B test the language you use in outreach emails to increase your ROI.

Earning links will not be an easy task, but with the right SEO team members working together, you can be sure that your content development and link building efforts are supporting and raising each other up.

Kelsey Reaves is a content-focused Marketing Manager at TrustRadius, a trusted site for B2B software reviews. When she’s not sharing her knowledge on the latest trends in software and B2B news, she nurtures her passion for travel by exploring new cities and binge watching Anthony Bourdain

Improving Your Facebook PPC Results with Remarketing

Facebook Ads have proven to be an indispensable asset for generating prospective student leads to the degree programs we market. I can’t imagine how different my duties would be without it, or how much more difficult it would be to achieve my goals without the relatively miniscule cost-per-click metric this channel affords, and likewise without the correspondingly low cost-per-lead results it produces.

However, it’s always important to figure out ways to provide even more value to your clients while reducing ad spend. So, education marketers, are you trying to bolster your Facebook PPC results? Custom Audiences, a user-based approach to targeting in Facebook, provides a myriad of ways to scale your lead volume while enhancing your presence within this essential marketing channel. This is the first part of my series dedicated to Facebook’s Custom Audiences—today we’re going to tackle remarketing.

Facebook PPC and Remarketing

Remarketing is a PPC marketing method, which helps you reach users who have visited your website in the recent past. Experience has proven it to be a cost-effective way to generate a handful of leads at a favorable CPL.

Though not immediately accessible from the traditional suite of demographic targeting that Facebook provides on its ad set level (e.g. Job Titles, Fields of Study, Interests, etc.), remarketing to your website visitors is quite feasible within Facebook Ads. It’s essential to have the Facebook Pixel properly implemented – if you need a quick reminder on how to do this, please reference Tip #1 of my previous article, “7 Tips for Maximizing Facebook Ad Performance.”

While viewing the ads manager interface, navigate to “Tools” and select Audiences.

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Next, from the “Create Audience” tab, select Custom Audience.

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To create an audience for remarketing, you’ll want to select Website Traffic.

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Upon selecting Website Traffic, you will specify the requirements for users to be included in the remarketing list. There is a host of options available (pictured in the image below) – I prefer Custom Combination, as it immediately affords the option to exclude users that have previously converted (albeit this only works if you use a dedicated URL to track conversions).

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Once you’re done specifying which URLs to include/exclude, name and save your audience. The list will now be available for targeting under the “Custom Audiences” section of your ad set settings.

If you do not use a dedicated URL (such as a ‘thank you’ page) to track conversions, after naming your first audience you will need to create a separate custom audience of previous “converters”; in order to exclude them from your retargeting initiatives. To create this audience from the Ads Manager interface, navigate back to Tools > Audiences > Create Audience, and select Customer List.

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Facebook accepts email addresses, phone numbers or Facebook user IDs in order to populate lists into a custom audience. I prefer to copy and paste email addresses from our CRM, as it leaves little room for hiccups due to formatting differences. Once your list is complete, generate, name and save your audience.

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When specifying your audience within your ad set for remarketing, under “Custom Audiences” select to include your new remarketing list, and to exclude your list of prior converters. The end result should look something like this:

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That’s it! Ads that are active under this ad set will now reach former website visitors on Facebook whom have not yet converted. You can expect to see a handful of cost-effective leads trickle through under this new strategy.

The value of remarketing is immense. Not only is it a cost-effective strategy for higher education marketers who wish to generate leads below their goal CPL, but the inherently low CPL remarketing produces affords us opportunities to pursue additional, high quality leads in other areas without sacrificing our budget. It should be considered a fundamental asset of your PPC marketing mix.

 

Andrew croppedA graduate of the University of California, Andrew is our analytics and paid search team lead. He is both Google Analytics and AdWords certified. With an ROI-focused and problem-solving approach, he researches, plans, and manages our clients’ PPC campaigns.

 

Next time on Facebook Ads Tips & Tricks: Lookalike Audiences

Five Reasons Why Retargeting Is Essential for Your Higher Ed Marketing Strategy

Here is a scenario most higher education marketing professionals know too well: A prospective student visits your website or landing page, fails to convert into a lead for your admissions team and goes on their way. You’ve invested valuable budget dollars in SEO and PPC campaigns to attract quality prospects, only for them to leave you with nothing. You know they were interested in your degree program at some point, so we as marketers need to make it our mission to get in front of them again and covert them into leads for our admissions teams. So what’s the most effective way to do so? At Circa Interactive we’ve seen this frustration from many of our university partners and have a solution that is highly effective: retargeting.

Considering that 95% of website visitors don’t convert on their first visit (for stand-alone landing pages it’s closer to 80-90%), I always find it surprising to see the majority of institutions and degree programs we work with not taking advantage of this highly effective marketing tool. Retargeting can be the key to exceeding enrollment goals and decreasing your blended cost-per-lead. Yet many programs are unaware it even exists or simply fail to implement it correctly. As a result, they are missing a huge opportunity to reengage with those individuals and turn them into quality inquiries.

 

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The challenge in higher education marketing is that it’s not realistic to expect prospective students to convert on their first interaction with your degree program. Our sales cycle in higher education can be a long one, and rightfully so. It’s a large, costly decision, and we want prospects to give this process its due diligence. This fact, however, is what makes our job as higher education marketers challenging. We must expose our degree program and messaging to a prospect several times before they’ll make the decision to submit their information, and that’s where retargeting shines. Setting up a retargeting campaign should be a staple in any higher education marketing campaign, and here’s why:

  1. 95% of website visitors don’t convert on their first visit (85-90% on a landing page)

I can’t stress this enough.  Despite your best efforts to generate as much traffic as cost-effectively as possible for your degree program, there is still a large majority of your visitors that won’t convert into an inquiry. Through your SEO, PPC, email and social media efforts, you’re spending valuable budget dollars to drive visitors to your web assets. Retargeting will help you maximize the effectiveness of those dollars and ensure you’re not leaving anything on the table.

  1. Retargeting can produce leads that are easier to work through the admissions funnel.

Despite the frustration felt by higher education marketers and enrollment managers, the inquiries who need to be exposed to the brand several times before converting are generally much easier to move through the admissions process. As a former admissions manager, I can speak to this firsthand. These inquiries have done their research on your program and have made a calculated decision to submit their information to start the process. Through retargeting, you’ve stayed fresh in their mind and successfully reinforced your value propositions, so when they do engage with your admissions reps, they’re quick to apply and are much easier to work with when completing an admissions file. You’re admissions reps will thank you for these quality leads!

  1. Retargeting is cost-effective

If you could pay 1/4th of what you normally pay per click to reengage with past website visitors, would you take advantage of it? You’ve already paid for the first visit, so it’s worth paying the minimal cost to reengage with them on a second.  Whether your budget is $1,000 per month or $100,000, I highly recommend retargeting as a cost-effective solution to generating an increase in leads.

  1. The ability to create audience-specific messaging and offers.

Retargeting can be filtered and customized to specific audiences to allow for higher ed marketers to retarget to very specific groups based on where they were in the admissions funnel.  For example, a prospective student filled out page one of your online application but failed to complete pages two or three.  Through retargeting, we have the ability to serve highly targeted ads to that individual with copy that will entice them to reengage. A few things to consider in this situation when creating ad and landing page copy: Why did they bounce in the first place? Is the application too long?  Did they get distracted?  Were they missing the information that the application asked for and needed time to search for it? It’s important to have an understanding of this and design your retargeting segments and ad copy accordingly.

  1. Leverage retargeting to engage with accepted or current students

Retention is vital in higher education, and with retargeting, you can engage with your top prospects. Leveraging CRM retargeting, you can upload a list of email addresses and serve those individuals display ads across the web. This can be especially powerful for those degree programs with long enrollment periods that require enrollment advisors to maintain constant contact to ensure they stick through the start of the program or for reengaging top candidates who you haven’t heard back from and would like to subtly reengage without calling them daily.

So are you taking advantage of retargeting and have any unique ideas you’d like to share? Please do so in the comments below.

Key Takeaways:

  • 95% of website visitors don’t convert on their first visit
  • Retargeting is cost-effective
  • Visitors are already familiar with your brand and degree program – higher chance they’ll convert later
  • Ability to deliver audience-specific ad copy or ad copy to reengage prospective students at various parts of the admissions funnel
  • Ideal solution for maintaining engagement with accepted students during extended enrollment periods

About the Author:

DSC_0048 reduced 2Clayton Dean is an enrollment management, digital marketing, and business operations expert, leading Circa Interactive’s growth, development, and day-to-day operations. Clayton has successfully assisted dozens of institutions in developing, marketing, and launching degree programs from the ground up. Connect with Clayton on Twitter @circaclayton.