PPC Agencies Can Save Time & Money Or Tie YOU into Their Advertising System Without Escape
I see plenty of instances where providers are using marketing and PPC Agencies. Sometimes the results are good, sometimes not very good at all. But there is something that many providers miss when signing up to an agency. It is who owns and controls the data that is being gathered and the results of all the money you spend on ads.
It works like this. To place PPC ads you need an account. The account is the platform where all ads are placed and the results are stored. These results are powerful. They enable us to determine what to tweak, what to improve and what worked well. They also allow us to re-run successful ads at any time in the future.
So ownership of the platform is vital.
The problem is many agencies prefer to run your ads on THEIR platform. That means you have no access to YOUR results. You are therefore tied to them for future advertising. Of course, they don’t tell you this at the outset. And if you query it they tell you all sorts of stories about h0ow using their platform is lower cost, that it is optimised and other bullshit.
Protect Yourself from Unscrupulous PPC Agencies
YOUR Data is valuable. Ensure you keep hold of it and never allow an agency to steal it or control it.
Marketing a College Restaurant: This is Often Low Down on the Priority List in Many Colleges. But When You Effectively Promote the College Restaurant The ROI is Huge
To simplify the college restaurant marketing process I use simple templates to determine answers to a series of questions that lead towards the marketing plan. The templates vary from college to college but you’ll get a feel of what I’m looking for from these typical questions. See Below …. Continue reading →
Posters are a popular way to disseminate information. But they often miss the point
Whenever we produce a poster it is easy to say they are for information. But is that all they are being produced to do?
Let’s take a very simple poster .. or sign. If it says To the Beach it is providing information. But the information is useless unless we add an arrow. Even then the sign has failed if it does not get people to act upon the Call to Action we have provided. Continue reading →
The Power of Three is a very simple idea that can really provide improved sales and marketing results.
What is the Power of Three?
The power of three is simple, but lets start with the number one. When you offer people one option .. or a take it or leave it option .. they have no choice and there is a high chance you fail to make a sale.
But give people several options and the choice goes from deciding if they want your course to deciding which option they want.
Sadly FE rarely offers people options that could sell more. But they could if they follow this advice.
Examples of the Power of Three Options
Say you are selling a First Aid course.
Lots of colleges sell these courses and buyers decide on location and price. Where several providers exist in a buyers area they then often buy based on price alone.
The Power of Three says you should offer the standard course at a given price but then offer two further options. These could be based on anything to providing free coffee and or lunch to things like online QA after the course. Continue reading →
Psychological Nudging: The Government’s Behavioural Insights Team, aka The Nudge Unit, has been in existence for many years, but few people know of it.
However it can teach FE a thing or two about marketing and business development.
Psychological nudging is used by government to encourage us to do things we might not otherwise want to do. Things like pay their road tax.
A few years ago the Nudge Unit suggested that DVLA changed their normal long-winded letter to suspected non payers and sent a very simple message to those suspected on non payment. It simply said, Pay Your Road Tax or Lose Your Car.
Payments from previous non payers doubled. And when a photo of the vehicle was added payments tripled.
Outside of government nudge methods also work. Where honesty boxes are used the level of non payment significantly drops if you put an image of a pair of eyes next to the box! Continue reading →
When customers, prospective students or employers look for answers to their problems, want to discover new things, or have to make decisions, they often go online for help. Google calls these times micro-moments.
We need to recognise that our customers are doing this on a wide range of devices when they go to your website or app, and ….. increasingly ….. they’re happening on YouTube.
So providers need a strategy to engage with searchers at this time; the time when they want help and advice.
Facebook is the lowest cost advertising platform I currently use.
But how do you get low costs?
I’ve previously mentioned using animated video ads but there is another way.
Facebook is emulating Google. It is rewarding relevance. But that is as far as the concept goes as they both have totally different ideas of what constitutes relevance. Facebook gauges it on the net effect of likes, posts being blocked etc. They reason it is about how much people like your content. Whether this is a good measure or not is immaterial. The main thing is you can see how Facebook marks you on a scale of 1-10 . The closer you get to ten the lower your advertising costs are.
Animated Videos are being used by education and training providers to engage thousands of young people. They are also being used to drive droves of employers to websites.
The secret they’ve discovered is how to use Animated Video on Facebook, where 50-70 second videos are being used to attract young people to a variety of careers.
Complex messages are also being simplified with the help of 100-120 second videos that are being posted on Facebook. One recent campaign showed the two routes to HE. One via A levels in a school Sixth form; the second being via vocational courses at the college, where the students would also gain practical experience and quals in an adult environment.
Google’s research indicates that four out of five people use search to find local information.
From our research, at ProviderMasterMind, we find that most FE providers get 70% or more of their web traffic Google.
Put these two findings together and it is clear that Location based searches are important and you need to consider this when producing web pages.
But it isn’t just on the web that this type of behaviour occurs.
For years we’ve advertised local courses, for individuals and businesses, in local printed media. A lot of advertisers didn’t realise it but the ads that worked best carried the location in their headlines. And if your name contained a location that was even better e.g. Mytown College or MyTownTraining.
There are several ways you can use videos to promote your organisation or its courses on Facebook.
Here are two methods I use most often.
The first is to just post a video on my account and let it take its chances. This sometimes works when people start sharing it and/or if you also promote it on social media. This is always worth a try before spending money on advertising.
Here’s how to add a video to your timeline
Assuming you are starting from your timeline you need to choose Photos .. its just below the elephants feet on my FB page.
As Principal I employed very few consultants but did employ Stefan on the basis of a clear ROI.
I would recommend him to any college, university, business or Government agency as a reliable consultant who will become indispensable.
Ioan Morgan CBE Latterly FE College Principal & CEO
He certainly does what he says on the tin...... I've worked with Stefan for many years and he has an uncanny knack of cutting through the ****, focussing on the essentials and coming up with creative and inexpensive marketing ideas that work.
Stefan isn't called the 'Marketing Magician' for nothing you know !
His ability to see marketing solutions that really work is second to none, without spending a fortune.
I think Stefan's great strength is taking problems and solving them, in a clear and positive way, without a whole lot of jargon.
I recently had the pleasure on working with Stefan on publishing a new marketing book. "Creating Business Growth" quickly became a Bestseller in several countries around the world. This project came together and was guided from concept to successful completion by a true leader. That leader is Stefan Drew. Stefan is an experienced marketer and I highly recommend him.
Stefan is very thorough in his research and understanding of a clients requirements. He has a proven record of delivering comprehensive strategic marketing plans that address education / FE issues critical to the ongoing success of a ...MoreStefan is very thorough in his research and understanding of a clients requirements. He has a proven record of delivering comprehensive strategic marketing plans that address education / FE issues critical to the ongoing success of a college. I would recommend considering Stefan for any project that involves strategic planning, communication or digital marketing.
I have worked with Stefan and have learnt a lot from him. He has extensive knowledge in digital marketing and he is keen to share his passion for the kind of deep audience insights that digital marketing can offer. ...MoreI have worked with Stefan and have learnt a lot from him. He has extensive knowledge in digital marketing and he is keen to share his passion for the kind of deep audience insights that digital marketing can offer.
His enthusiasm for marketing is infectious and he is a joy to work with.
Stefan is very thorough in his research and understanding of a clients requirements. He has a proven record of delivering comprehensive strategic marketing plans that address education / FE issues critical to the ongoing success of a ...More
I have worked with Stefan and have learnt a lot from him. He has extensive knowledge in digital marketing and he is keen to share his passion for the kind of deep audience insights that digital marketing can offer. ...More
Stefan has a brilliant insight into the world of FE Marketing! I love discussing new marketing ideas with Stefan and value his professional opinion on efficient systems, processes and strategy.