Post by account_disabled on Dec 19, 2023 2:16:22 GMT -6
We know how to seek out Internet users who have needs that we respond to but do not know us or have not identified us. That is to say, non-branded traffic. As we saw previously, 1,000 Internet users search for “executive mba” every month and 10 search for “executive mba neoma”. When you search for “executive MBA neoma”, you quickly arrive on the page of the site which presents their offer. On the other hand, when you search for “executive mba”, their offer is not visible. However, the potential for visitors, and therefore conversion, is more interesting. Better to attract 5% of 1,000 Internet users than 30% of 10 Internet users.
I took the example of the executive MBA and Neoma, but we find the same Email Data situation for many other formats and for all schools. A significant part of the demand therefore escapes them. While it remains very accessible. There are no statistics on the share of average direct traffic for a site. This is an important element since it is a reflection of the power of the brand: the higher it is, the stronger the brand is in its field. Here again the high figures reflect the emphasis placed on the brand in the marketing strategy of business schools. Google likes direct traffic, it is a guarantee of recognition, quality and relevance.
On the other hand, the sometimes very high share of branded traffic shows that most schools probably rely a little too much on brand leverage. In any case, it is not 100% in line with the behavior of Internet users. This is therefore a particularly strong growth opportunity for schools. The surprise of this analysis comes from the particularly low share of traffic coming from social networks, especially when we take into account the colossal investments made there: dedicated content, LinkedIn page, Twitter account, Facebook page, You Tube channels, videos, etc.
I took the example of the executive MBA and Neoma, but we find the same Email Data situation for many other formats and for all schools. A significant part of the demand therefore escapes them. While it remains very accessible. There are no statistics on the share of average direct traffic for a site. This is an important element since it is a reflection of the power of the brand: the higher it is, the stronger the brand is in its field. Here again the high figures reflect the emphasis placed on the brand in the marketing strategy of business schools. Google likes direct traffic, it is a guarantee of recognition, quality and relevance.
On the other hand, the sometimes very high share of branded traffic shows that most schools probably rely a little too much on brand leverage. In any case, it is not 100% in line with the behavior of Internet users. This is therefore a particularly strong growth opportunity for schools. The surprise of this analysis comes from the particularly low share of traffic coming from social networks, especially when we take into account the colossal investments made there: dedicated content, LinkedIn page, Twitter account, Facebook page, You Tube channels, videos, etc.