Last week, I posted about Key Performance Indicators for independent school and higher ed admission advertising. Those figures can be used together to measure the performance of online advertising efforts and their impact on conversions and overall business goals. Today, I’d like to discuss how things like those metrics and other insights can be combined […]
Author: Geoff Campbell
Geoff Campbell: KPIs for Higher Ed Admission Advertising
The title of this post could have been “17 must-have metrics you need to be measuring that matter”. That’s the kind of result you find when looking for KPIs. This post will hopefully clear up why picking KPIs first is imperfect (but provides a few, to provide a basic understanding). If your job has to […]
Geoff Campbell: Recap: I made a WordPress Website last year
Note: I wrote this post in early January when I was reviewing what I had completed in 2016. It’s important reflect back sometimes and I realized that I had not properly highlighted some work I did outside of work. When you’re starting out in “building a brand” or, at least creating a professional website that […]
Geoff Campbell: Responses to my article in CURRENTS (CASE’s Magazine)
Back in January, CASE published my article on using inbound marketing to reach admissions marketing goals in their magazine and online. I’ve been trying to keep track of the responses so far and it seems keeping a running tally here makes the most sense. If you haven’t read it yet, take a look and tell […]
Geoff Campbell: Difference between placement and other ad targeting
If you clicked on this link you probably either have a steady understanding of the basics of PPC (AdWords) digital advertising. You’re probably hoping this post has some specific information about what effective placement targeting is for independent schools or higher ed. Unfortunately I can’t tell you that. It depends on your specific situation and […]
Geoff Campbell: Paid Digital Advertising for Higher Ed
While higher ed doesn’t exactly have a reputation for adapting quickly to change, evidence that institutions are aware of and adapting to the expectations of students is seen in the lauded annual Ruffalo Noel Levitz E-Expectations Report. The report noted that 34% of seniors and 43% of juniors have clicked on a college’s ad online. […]
Geoff Campbell: Never Stop Learning – a non-developer at WordCamp US
Back in December, I was invited to attend the first ever WordCamp US, WordPress’ first national conference. I wrote about it for the Philadelphia HubSpot User Group. The full post is available on their blog. Snippets are included below. What the Heck is WordCamp US? It brought over two thousand web developers, writers, editors, and […]
Geoff Campbell: Increasing (quality) organic search traffic
As I mentioned in my SEM/SEO post this summer, SEO (search engine optimization) is important but can be misunderstood. The importance of paid ads on search (which only 1/3 of teens can tell are ads) aside, optimizing your web content to increase organic search traffic is a goal among many in higher ed. While there […]
Geoff Campbell: A recap of 2015
This post was originally published on LinkedIn. For a while, I’ve been thinking about writing a recap of the different projects and highlights of 2015. I came to realize that in addition to writing more and creating more video content, there was a lot of taking what’s been done and iterating until it’s better over the year. From early […]
Geoff Campbell: On creating a “brand voice”
One of the things I disliked most in the one “marketing” class I took in college (and quickly dropped) and since then was hearing about brands and creating a brand voice from those in advertising and other majors. However, as my experience in higher ed communications/marketing (which began to some degree in 2008 when I […]
Geoff Campbell: My Article Was Published in Currents Magazine (CASE)
Back in 2015, I wrote an article on optimizing the user experience of prospective parents online. Yesterday, CASE (Council for Support and Advancement of Education) published the web version of the story in the January/February 2016 issue of Currents. …
Continue readingGeoff Campbell: HubSpot certification and the future of digital marketing
This summer, when I started using HubSpot, I knew I needed to focus intently, given the limited amount of time I had to help manage the initial implementation and first campaign (roughly August-October). In August I got re-certified in the Inbound Methodology and studied the how to best use the product (which includes digital marketing […]
Geoff Campbell: New test website
Hi all, Just wanted to share that I’m working on a test website as a follow-up after being inspired from the sessions at WordCamp US. “Geoff Campbell‘s Test WordPress Site” is the working title. It’s just a theme consisting of one page right now but I’m working on it. I’m not sure whether to make […]
Geoff Campbell: Extreme tagging for extreme reporting
So now that terrible headline might have grabbed your attention, UTM parameters! Urchin Tracking Module (known as UTM codes/tags/parameters by everyone who didn’t just Google what UTM stands for) are not just for nerds like me but are now being used (consciously or not), by thousands of marketers. Facebook itself
Continue readingGeoff Campbell: I’m now HubSpot Certified (and such)
So I just wanted to share that after reviewing inbound marketing (and specifically how HubSpot’s inbound methodology informs how you should use their software), I recently became HubSpot Certified. As more and more industries realize the effectiveness of inbound marketing, non-academic credentials like software-specific certifications are growing in number and
Continue readingGeoff Campbell: eduWeb Digital Summit #eduweb15 Recap
[Side note: I would normally use Storify for a recap like this but I didn’t capture the tweets at the time so it’s now easier to embed them manually. I used Storify to recap my first digital/social media campaign (in 2011) and other events. I’ve also used it as a
Continue readingGeoff Campbell: HubSpot Academy Inbound Certification
Hi all, I’d like to share that I retook the Inbound Certification exam offered by HubSpot, which follows their Inbound Methodology (and passed)! I also took today to learn all of the features of the HubSpot platform through their HubSpot Academy and passed the HubSpot (platform) Certification test, which is halfway to becoming
Continue readingGeoff Campbell: Twitter Cards now auto-expand on mobile
In January, I mentioned that I added these newfangled things called “Twitter Cards” onto the FCS website (which is shorthand for adding code and testing it on Twitter’s Developers site. Then in May I finally got around to explaining why it was important to optimize your site’s metadata for social.
Continue readingGeoff Campbell: The difference between SEM and SEO (paid and organic search)
The world of online marketing changes quickly. Over the years, terminology used to discuss both ways in which people market themselves or their organizations to search engines. In an effort not to re-invent the wheel, I think Hubspot’s article is a good starting place. In practice, SEO (search engine optimization)
Continue readingGeoff Campbell: Advanced Certification in Video Advertising
As I help my school stand out in this competitive environment, I often spend free time learning more and becoming proficient in using online tools to their highest potential value for us. Today I successfully passed the Google Video Advertising exam and have advanced certification in the topic. As video advertising
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