In today’s digital era, the internet is the most powerful marketing tool for the exposure of several businesses that exist globally. The digital era has been boosted by advancement in technology. The advent of mobile phones and private computers has increased online presence and internet access by millions of individuals throughout the world. Social media is the latest digital milestone that offers interactive and productive platforms for buyers and sellers (Wynne, 2012). Hence, business has adopted social media marketing strategies to improve their performance. Salford Business School is one of the institutions that heavily rely on online presence through digital platforms to reach its target market.
This analysis aims to determine how the institution through its website it manages to increase search results. Recommendation and strategic plan for improvement are also drawn based on the findings.
Table of Contents
1. Introduction
2. Scholarship
3. Analysis
3.1 Evaluation of Current Rank
3.2 AIDA Evaluation
4. Campaign
4.1 Audience
4.2 Objectives
4.3 Key Performance Indicators
4.4 Content
4.5 Budget
Objectives and Core Topics
This report aims to analyze the current digital marketing performance of the Salford Business School website and propose a strategic improvement plan to enhance its search engine visibility and user engagement. By evaluating current SEO practices and applying the AIDA communication model, the study seeks to optimize the institution's online presence to attract and convert more prospective students globally.
- Analysis of website SEO performance and search engine ranking factors.
- Application of the AIDA (Awareness, Interest, Desire, Action) model to digital content.
- Competitor benchmarking in the higher education sector.
- Development of strategic goals for increasing organic web traffic and student enrollment.
- Strategic allocation of the digital marketing budget for campaign optimization.
Excerpt from the Book
AIDA Evaluation
The acronym AIDS stands for Awareness, Interest, Desire, and Action. AIDA is one of the most comprehensive tools of principles that apply to modern day marketing and advertising (Lourenço, et al., 2015, p. 23). As a communication model, AIDA aims at improving passage of advertisement message to the target market. Consequently, AIDA model can be used to measure the ability of content to create awareness, provoke interest and desire and also lead to action. The four principles of advertisements influence the efficiency of advertisement messages.
The first principle of the AIDA model is creating awareness. Creating awareness or attracting attention is normally overlooked with advertisers typically jumping to the next principle of provoking interest. Awareness entails attracting a new audience to the message, those that lack any interest in the product or services that you are providing (Kit, 2012, p. 12). In the case of Salford University, there is little that has been done to create awareness. The institution’s website uses images and bold texts to create awareness to various university services. However, the information does not dawn as a surprise or randomized. Hence, visitors to the website are more likely to overlook the information being portrayed.
Summary of Chapters
Introduction: Provides an overview of the digital era's impact on marketing and states the aim of analyzing Salford Business School's website to improve its search results.
Scholarship: Describes the University of Salford as a leading institution and explains the critical role its website plays in promoting its mission and vision to a global audience.
Analysis: Reviews the website's current content, ranks relevant keywords, and conducts a competitor analysis to identify gaps in search engine performance.
Evaluation of Current Rank: Examines technical ranking factors like backlinks, page rank, and duplicate content to explain the website's current search engine standing.
AIDA Evaluation: Applies the AIDA framework to evaluate how effectively the website creates awareness, generates interest, triggers desire, and drives action among prospective students.
Campaign: Outlines the target audience and strategic objectives for a new digital marketing approach, focusing on increasing organic traffic and conversion rates.
Audience: Identifies the target market for the campaign, specifically focusing on students, guardians, and educators.
Objectives: Sets measurable goals for increasing website traffic and conversion rates from visitors to applicants.
Key Performance Indicators: Defines the metrics that will be used to track the success of the digital marketing objectives over time.
Content: Proposes strategic content updates, including keyword optimization and the integration of multimedia to improve user engagement and Google ratings.
Budget: Details the financial allocation for the proposed digital marketing campaign, including funds for website upgrades, SEO, and analytics.
Keywords
Digital Marketing, Search Engine Optimization, SEO, Social Media Marketing, AIDA Model, Website Ranking, Keyword Planner, Organic Traffic, Higher Education Marketing, Conversion Rate, Competitor Analysis, Backlinks, Content Strategy, Digital Strategy, Online Presence.
Frequently Asked Questions
What is the primary focus of this report?
The report focuses on analyzing the digital marketing and SEO effectiveness of the Salford Business School website and provides a strategic plan for improvement.
Which theoretical model is used to evaluate the website?
The report utilizes the AIDA (Awareness, Interest, Desire, Action) model to assess how effectively the website communicates with its target audience.
What is the main goal of the proposed digital strategy?
The primary goals are to increase organic website traffic by 15% monthly and improve student application conversions by 16% annually.
What role do keywords play in the proposed strategy?
Keywords are identified as crucial for search engine rankings; the strategy proposes increasing their usage in titles, subtitles, and meta-descriptions to improve visibility.
How is the budget for the digital campaign allocated?
The budget is divided across several areas, with 25% for web analytics, 25% for website operations, 20% for media targeting, and the remainder split between redesign, SEO, and SEM.
What are the key performance indicators for this strategy?
Success is measured by analyzing visitor traffic, comparing it against competitors, and tracking the number of new subscriptions and student admissions.
Why is the current website ranking considered suboptimal?
The analysis indicates issues such as missing branded keywords, duplicate content, lack of user behavior metrics, and insufficient calls-to-action.
How does the report suggest improving the "Action" phase of the AIDA model?
It recommends implementing better interactive elements, such as "apply now" buttons and live chat, to encourage visitors to take concrete steps toward enrollment.
- Quote paper
- Tina Wamae (Author), 2017, Digital Marketing. Search and Social Media Marketing, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/385412
