If digital marketing is an essential piece of your student recruitment strategy but you aren’t sure what NAP, EAT, PPC or SEM stand for, you’ll want to listen carefully to my guest today who has great tips to make sure you are optimizing the impact of this approach. Chris Barton is the Chief Product Officer at Gannet USA, and has run countless digital marketing campaigns over his two-decade career in the industry. He says many companies are not quite as savvy as they should be about what search engines are looking for. “There are a lot of basics that people just miss.” Prime examples include keeping your content fresh and consistent, and making sure your site loads quickly and looks good on mobile devices. Chris also has great insights on what type of keywords can be ‘nuggets of gold’, how to be smart about the use of negative keywords, the power of ad extensions and drip campaigns, and making sure you aren’t limiting yourself to Google. We also take a fascinating look ahead at major changes in data privacy and the exciting opportunities that await communications pros in the ‘metaverse.’
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