Measuring YourDigital Marketing SuccessThrough the Enrollment Journey

• Introduction to digital marketing KPIs

• Awareness Stage KPIs

• Consideration Stage KPIs

• Decision Stage KPIs

• Enrollment Stage KPIs

• Conclusion

Today’s Presentation

What is a KPI?

A Key Performance Indicator (KPI)is a quantifiable measure of your progress toward a goal.

KPIs must be:• Definable• Trackable• Comparable• Improvable

How Digital Marketing Attracts New Students

• Organic Search: SEO Traffic from search engines

• Email: links in email campaigns

• Direct: users enter the URL directly in the browser

• Referral: traffic from other sites yours is linked on

• Social: Facebook, Twitter, LinkedIn, etc.

• Paid Search: Google AdWords, Bing ads, etc.

• Display: other forms of paid advertising

What Are The Main Digital Channels?

What Social Networks do Your Target Audience Use?

What Data Sources Provide Digital Marketing KPIs?

The Awareness Stage

Defining the Awareness Stage

The Awareness Stage is when a prospect first identifies pursuing education as a potential avenue to help them reach their goals.

Digital marketing at the Awareness Stage is all about gaining visibility.

Digital Marketing Strategies for the Awareness Stage

• Optimize your Google My Business listings

• Optimize your website content for targeted keywords

• Use paid advertising to increase social media visibility

• Increase search visibility with Google Ad campaigns

KPIs for The Awareness Stage

• Google Analytics– New Users by Landing Page

– New User Growth by Landing Page

• Google Ads– Search Impression Share

• Facebook Ads– Ad Impressions

– Ad Reach

• Google My Business– Views in Maps vs. Search

– Photo Views vs. Competitors

– Customers Actions Per Month

• Google Search Console– Avg position

– Impressions

• Facebook Insights– Organic vs Paid Reach

– Net Follower growth Rate

Optimize Your Google My Business Listing

Keep your info up to date and accurate

List upcoming events

Monitor Customer Actions Per Month on GMB

Post Photos on GMB

Your Photo Views on GMB

GMB allows you to compare your Photo Views with the average of similar businesses

Where Customers View Your GMB Listing

Optimize Web Pages for Targeted Keywords

Track Your Average Position for Keywords in Search Console

Track Your Visibility in Search Results

Search Console allows you to compare your total impressions for specific queries with the previous period

Use Google Ads to Improve Visibility in Search

Search impression share is the percentage of searches your ads appeared in vs. the total amount they were eligible to appear in

Paid Ads Can Increase Social Media Visibility

Track your reach and impressions from paid campaigns in Facebook Ads Manager

Monitor Your Post Reach on Social Over Time

Benchmark your organic and paid reach over time

Track Your Net Follower Growth on Social

Compare your net followers over time on Facebook Insights

Drill Down Into Your New User Landing Page Data

Compare Your New User Landing Page Data to Previous Period

The Consideration Stage

Defining the Consideration Stage

During the Consideration Stage, a prospect has firmed up their interest in a course, and begins doing more in-depth research into their options.

Your goal is to drive prospects to convert to leads by making an inquirywith your school.

Digital Marketing Strategies for the Consideration Stage

• Email marketing to encourage return web visits

• UX-focused design to encourage exploration

• Content marketing to engage prospects

• Social media marketing to drive web traffic

Digital Marketing Strategies for the Consideration Stage

• Facebook live for online campus tours/Q&As

• Paid ad campaigns on Google and Social Media

• CTAs to drive prospects towards conversion

• Lead capture forms on your website and landing pages

KPIs for The Consideration Stage

• CRM

– Form Submissions

– CTA Click Rate

• Google Ads

– Cost per conversion

• Facebook Ads

– Cost per result

• Google Analytics

– Pages Per Session

– Avg. Time Spent on Page

– User Retention Rate

– Goal Conversion Rate

– Goal Completions

– Page Value

• Facebook Insights

– Peak Live Viewers

Use Email Marketing to Encourage Return Visits to Your Site

Track your user retention rate in GA

Create an Intuitive User Interface to Encourage Leads to Explore

Pages Per Session in GA will give you an idea how easy leads are able to navigate your site

Create Compelling Content to Keep Leads Engaged

Track Average Time on Page in GA to see how long leads spend engaging with your web content

Drive Traffic to Your Site on Social Media

Share Web Pages on Facebook Monitor Goal conversion rate from social in GA

Stream Live Tours and Q&As from Your School

Track live viewers in real time with Facebook Insights

Facebook Ads Can Drive Inquiries

Measure the Cost Per Result of your Facebook Ads

Run Campaigns on Google Ads to Drive Conversions

Monitor Your Cost per conversion to make the most of your Google Ads budget

Use Calls to Action to Push Prospects Towards Conversion

You can see your CTA click rate in your CRM reports

Use Lead Capture Forms on Your Landing Pages

Monitor Form Submissions in Your CRM Platform

Create Unique Thank You Pages for Conversion Tracking

Set Thank You Pages as Destination Goals to Track Completions

Monitor Page Value in GA

Page Value helps you to quantify which web pages are best at driving conversions

The Decision Stage

Defining The Decision Stage

At the Decision Stage, prospects consider all the information in order to determine whether or not to apply to your school.

Once a lead reaches this point, your team should be working to connect with them and convince them to apply.

Digital Marketing Strategies for the Decision Stage

• Create automated workflows to follow up with leads

• Contact prospects by phone

• Create templates for email follow-up

• Contact via SMS

• Use IM Platforms (WhatsApp, Messenger, WeChat)

KPIs for The Decision Stage

• Facebook Insights

– Message response rate

• CRM

– Call success rate

– Email click rate

– SMS to contacted leads

– Avg. number of actions per application

– Activities per team member

– Lead to applicant ratio

– Application completion rate

Local lead

Day 3

Attempt call 3 times

(AM, PM, EVE) OR

Send sms/email

Day 1

Attempt call 3 times

(AM, PM, EVE) OR

Send sms/email

Day 2

Attempt call 3 times

(AM, PM, EVE) OR

Send sms/email

Workflow A

Day 30+

Day 11-30

Day 5Day 4

Attempt call/ send

sms/email

Attempt call/ send email

Daily call/ weekly email

Weekly contact

attempts

Create Workflows for Follow-up Contact

Monitor Call Success Rates

Some CRM Systems give you the ability to monitor phone call volumes and their outcomes.

Create Templates for Email Follow-Up

Track your email click rates in your Marketing automation reports.

Contact Leads by SMS

Connect with Facebook Users on Messenger

Calculate Average No. of Actions Per Application

• Use your CRM to monitor the follow up activity

• We see a range of 12-20 activities per lead for them to apply!

Measure Your Lead to Applicant Ratio

Measure Your Application Completion Rate

The Enrollment Stage

Defining the Enrollment Stage

At the Enrollment Stage, a lead has successfully applied to your school.

Your aim is to help them become paying students.

Digital Marketing Strategies for the Enrollment Stage

• Create content for incoming students

• Send pre-arrival emails to welcome them

• Engage new students on social media

• Encourage current students to review your school

• Measure your overall results

KPIs for The Enrollment Stage

• All Channels– Lead to Student Ratio

– Application to Student Ratio

– Cost per student

• Google Analytics– Returning Visitors by Page

– Average rating

– No. of Reviews

• Google My Business – Average rating

– No. of Reviews

• Facebook Insights– Average rating

– No. of Reviews

Create Content to Prepare Your Students for Arrival

Track Returning Visitors by Page in GA

Send Pre-Arrival Emails to Welcome New Students

Track your Read Rates in your CRM

Post Helpful Information for Students on Social Media

Monitor Engagement

Encourage Students and Grads to Leave Reviews on Facebook

Monitor the number of reviews you get and your average rating

Encourage Students and Grads to Leave Reviews on Google

Measure Your Lead to Student Ratio

Calculate Your Application to Student Rate

Calculate the Average Cost per Student

I’m easy to reach at:

Philippe Taza

Tel: 514-312-3968 ext:104

ptaza@higher-education-marketing.com

www.higher-education-marketing.com

https://twitter.com/PhilippeTaza

Have questions about this presentation?