In preparation for the SchneiderB VirCon7, I’m highlighting the eight school marketing experts who will be presenting on October 19, 2019. Learn More about the VirCon7.
Here are the 10 questions and responses from Jake Youmell.
1. What is your session title for the VirCon7?
My session is titled “See Enrollment Growth with Google Ads.”
2. What will the attendees learn/know after watching your session?
Google Ads (formerly known as Google AdWords) is a well-known platform in use by many schools and nonprofits, yet it remains one of the areas that marketing directors struggle with the most. From the constant need of keeping abreast of the latest developments in the rapidly-changing platform, to managing bids and doing keyword research while juggling other responsibilities, it’s no secret why schools find difficulty in making the most out of the service. At the end of the day, the value behind the platform is left behind. In the session, we’ll explore goal setting, ad structure for schools, conversion rate optimization, and real-life case studies to maximize results with Google Ads campaigns without spending more! It’ll be fun!
3. What is your favorite social media channel and why?
From a personal POV, LinkedIn. I love and respect all channels as a digital marketing nerd, but I don’t use Facebook or Instagram – or others – (gasp) outside of building campaigns and researching news and targeting developments within the platforms. LinkedIn has always provided me with the best environment to connect and read updates/news with the marketing, education, and technology fields, so I like spending time there 🙂
4. What is one goal that you hope to accomplish during the 2019-2020 school year?
Educate as much as possible. I love teaching, and much of our work at Enroll Media Group provides us with that opportunity during projects and consultative work with our school partners. We feel that agencies have a responsibility to empower and educate their clients so that media management and strategy doesn’t exist in a silo. This conference (and others) have offered a fantastic method of doing this, so I really appreciate it (Thanks, Brendan).
5. What is your favorite marketing piece of advice for schools?
Don’t be afraid to jump in! Historically, martech (the intersection of marketing and technology) and digital marketing was highly focused on e-commerce and business sectors that spent a lot of money on media. This has left out schools and nonprofits, but there are now tools and platforms that enable schools and organizations (regardless of size) the ability to run personalized, high-impact strategies to enhance enrollment and financial success.
6. What is your favorite marketing book?
Sadly, I don’t have one! My go-to source of marketing content and recommendations are often sites (like The Moz Blog), and daily emails (prepared and sent by sites/organizations like Search Engine Land).
7. What is something people might be surprised to know about you?
I was trained as a classical singer! Fortunately, I won’t sing during VirCon.
8. Kindle or Actual Book?
I love both, but I’m a big Kindle fan for the “less to carry” factor.
9. iPhone or Android?
iPhone since first gen!
10. What is one App that you can’t live without?
Apple Music. Aside from coffee, it’s on for at least part of every day.
Jake Youmell is the co-founder of Enroll Media Group.