How to Maximize Your Lists Online. We are Carnegie. Let s go. Alexa Poulin EVP, Marketing and Digital Operations Carnegie Communications @adpoulin L E A D G E N E R A T I O N D I G I T A L M A R K E T I N G C A R N E G I E C O M M. C O M
6 Ways to Maximize Your Lists Online
#1 Start With a Good List
Pro Tip Align your list buy with your institutional goals
The Good News Data is demographic rich Vast selection of criteria Lists are clean
The Bad News How can we stand out? Overlap with competitors with list buying Non-compliant prospects One dimensional: DM & e-mail Expensive
Pro Tip Use display advertising as a trial balloon for secondary/tertiary markets before committing to a search buy in those areas
List Types Undergraduate Search buy Inquiry Applied students Accepted students Feeder high schools Community colleges Retargeting lists Graduate/Adult GMAT/GRE lists Inquiry Applied students Accepted students Feeder businesses Employers with tuition assistance agreements Hospitals/medical centers Military bases Retargeting lists
#2 Use Your Lists to Expand Your Reach Online
Augment your traditional marketing with digital
Target IP address of mailing list Link offline and online Customized message based on list type/segment Time with your traditional mediums: DM, e-mail Connect across a household Create frequency of message
Purchased/Inquiry Lists
Lists for Yield Efforts
Alumni Lists
In-feed advertising to your target audience Search lists Inquiry pool Applied students Accepted students Alumni
Social Media Targeting Segment your list and customize message Build brand equity Generate leads Promote events/programs/courses Another touch point to engage prospects Stay in front of them throughout decision process
Location Demographics Location Interests/Behaviors Connections The Power of Targeting
InMail Same targeting capabilities Segment audience Personalized messages sent once in 60 days Targeted LinkedIn members is the list
#3 Use Lists of Locations for Targeting
Rooftop IP Targeting Target IP addresses of non-residential locations Create relevant messages for each location Grow awareness at feeder locations Target: Businesses Community & 2-Year Colleges Hospitals & Medical Centers
Geofencing Capture mobile devices who enter specific locations Build audiences for future delivery Grow awareness to feeder locations Mobile delivery Message appears to this audience anywhere Target: High Schools Businesses Community & 2-Year Colleges Hospitals & Medical Centers
Mobile Footprints Capture mobile devices who enter specific locations Build audience for future delivery Grow awareness at top feeder locations Identify additional places where devices go IP Target into those homes once identified
#4 Use Your Best Lists to Find Similar Audiences
Look-Alike Find more prospects who look like those lists Profile lists with offline data & build look-alike across several channels Display advertising Retargeting Social media
Look-Alike Audiences
Site Visitor Attribution Get a snapshot of who your site visitors are and their demographics. Create display campaigns and reach audiences that look just like that. Prospect Prospect Prospect Prospect
#5 Stay in Front of Students Who Have Shown Interest
Yes! It s a list = prospects with intent
Pro Tip Don t Retarget to every single person who lands on your site
Bucket & Segment Your Website Traffic General admission pages Specific program pages Open-house event registration Student search landing pages Apply page Financial aid page Accepted Students
Pro Tip Have different Retargeting ads based on pages visited to be relevant and drive conversion
Many Retargeting Options Standard Retargeting RLSA: Remarketing Lists for Search Ads Retargeting on social media platforms
Pro Tip You can run RLSA even if you re not running a full PPC campaign
Similar Audiences for Search Use RLSA to reach audiences similar to your Retargeting list Prospects similar to your website traffic = the list
#6 Collect Data and Create Your Own Lists
NSMCWDLP Never Start a Marketing Campaign Without a Dedicated Landing Page
#1 Attention Ratio The ratio of links on a landing page to the number of campaign conversion goals
15 11 12 7 8 9 10 1 3 2 5 6 4 13 14
Because every campaign should have one goal, every corresponding landing page should have only one call to action & one place to click. Pro Tip Your attention ratio should be 1:1
#2 Message Match Ads should match message of your landing page
#3 Clear CTA Must answer what do you want them to do?
Pro Tip Keep your RFI short & create super-specific, informational landing pages
Recap: 6 Ways to Maximize Your Lists Online 1. Start with a good list 2. Use your lists to expand your reach online 3. Use key locations for targeting 4. Use your best lists to find similar audiences 5. Stay in front of students who have shown interest 6. Make gathering party data easy with awesome landing pages
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