BeautyLink - Volume 6, Issue 3 - (Page 39)

Creating a Marketing Mixture CHEMISTRY BASED ON DATA AND METRICS BY BEAUTYLINK STAFF S chools have never had more choices when it comes to allocating marketing dollars. Search engine optimization, sponsored Tweets, banner ads and social media all promise to deliver leads. What's a marketer to do when faced with so many choices? During the AACS Spring Operations Conference, a panel of savvy school marketers discussed how new technologies continue to evolve, what tactics appear particularly promising and how traditional high-touch marketing can complement high-tech tactics. Thanks to Saj Butt, Campus Login & Great Exposure; David Goodwin, TextAim; Heather Physioc, Beauty School Marketing Group (BSMG); JP Smith, Celsius Marketing and David Yocum, Bellus Academy for sharing their expertise. Following are excerpts from the discussion. Q. Should I allocate my marketing dollars to Google Ad Words or invest in my website? Be very careful of anyone who promises to deliver the top listing on paid search. Investing in SEO is a good idea but there are hundreds of Google algorithms and they are changed all the time. Mobility is an important word to keep in mind. Schools must have a website that is accessible by mobile phone, laptop and tablet. Ultimately, a blended strategy of paid and organic search is a wise strategy. When launching an ad campaign, a good SEO strategy should be a top priority. It will deliver the highest impact for the least amount of money. Art and science are coming together to help marketers. Heat mapping provides an opportunity for schools to make data-driven decisions based on color-coded data that show not only where visitor clicks are coming from, but what messages are driving the online traffic. The site is a heat mapping tool that provides deep data. Learn More Q. Is video effective on websites? Absolutely, but videos need to be short-ideally under two minutes. Additionally, online videos should drive visitors to the school's YouTube channel and include a message that intrigues the visitor to return to the site or channel. Don't forget to blend video with other strategies such as blogging. Schools can also use texting to notify their followers when new videos are posted. Remember, a school's website serves as the central magnet that attracts prospects, and people love video. Websites are a great equalizer, and they demand attractive and engaging content. If you don't have a pretty flower (look/feel), you won't get picked. "Remember, a school's website serves as the central magnet that attracts prospects, and people love video. If you don't have a pretty flower (look/feel), you won't get picked." The course MT102 - Developing an Effective Advertising Plan is available on the AACS Online Training Center. Members call AACS at 800-831-1086 for your VIP Discount Code. Visit the following URL to learn more about this course: B E AUT YL I NK | C E L* E * BR AT E | 2 0 1 4 | 39

Table of Contents for the Digital Edition of BeautyLink - Volume 6, Issue 3

Message From the Aacs President & CEA Chair
The Workings of Washington
The Art of the Consult
A Student’s Perspective
Celebrating Our Graduates
Access and Affordability
And Then There’s Compliance
Are You Ready to Thrive?
Navigating the Acquisition Path
Creating a Marketing Mixture
Multicultural Corner
Culture Trumps Strategy
Beauty Changes Lives
Engaged Learning
Superstar Graduate
20 Ways to Celebrate You
Battle of the Strands
Students Leaving the Beauty School “Nest''
Why Every Educator Needs to Be at CEA This Year
Step by Step
Voices From the Classroom
People & Places
Create a Recipe for the Future
New Products & Services
Associate Member Profiles: Furniture Manufacturers
New School Members
Upcoming 2014-15 Events
Index to Advertisers

BeautyLink - Volume 6, Issue 3