3. 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
5. • 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?
9. 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.
10. 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
11. 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
12. Optimize Your Google My Business Listing
Keep your info up to
date and accurate
List upcoming events
19. Track Your Visibility in Search Results
Search Console allows you to compare
your total impressions for specific
queries with the previous period
20. 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
21. Paid Ads Can Increase Social Media Visibility
Track your reach and impressions
from paid campaigns in Facebook
Ads Manager
22. Monitor Your Post Reach on Social Over Time
Benchmark your
organic and paid
reach over time
23. Track Your Net Follower Growth on Social
Compare your
net followers
over time on
Facebook
Insights
27. 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 inquiry
with your school.
28. 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
29. 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
30. 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
31. Use Email Marketing to Encourage Return Visits to Your Site
Track your user retention rate in GA
32. 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
33. 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
34. Drive Traffic to Your Site on Social Media
Share Web Pages on Facebook Monitor Goal conversion rate from social in GA
35. Stream Live Tours and Q&As from Your School
Track live viewers in real time
with Facebook Insights
36. Facebook Ads Can Drive Inquiries
Measure the Cost Per Result
of your Facebook Ads
37. Run Campaigns on Google Ads to Drive Conversions
Monitor Your Cost per
conversion to make the most of
your Google Ads budget
38. Use Calls to Action to Push Prospects Towards Conversion
You can see your
CTA click rate in
your CRM reports
45. 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.
46. Digital Marketing Strategies for the Decision Stage
• Create 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)
47. 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
48. 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
49. Monitor Call Success Rates
Some CRM Systems
give you the ability to
monitor phone call
volumes and their
outcomes.
50. Create Templates for Email Follow-Up
Track your email click rates in
your Marketing automation
reports.
53. 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!
58. 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.
59. 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
60. 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
70. 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?
Notas do Editor
I’ve used our mature student persona for Falmouth for this as I feel it’s a high caliber school and the mature student is an easily identifiable demographic everyone in the audience will have dealt with
I’ve used our mature student persona for Falmouth for this as I feel it’s a high caliber school and the mature student is an easily identifiable demographic everyone in the audience will have dealt with
Lifted Directly from the English USA presentation
Lifted Directly from the English USA presentation
Lifted Directly from the English USA presentation
The persona is for ESI as we don’t an LS persona, but it works for illustrative purposes. We can’t use CW persona unless we have PPC ads and LPs in either Chinese or Arabic
This slide was good I just updated it with an example from Concordia
This is a decent tip, replaced the image with university of washington Facebook contest post which invited students to share photos from their study abroad program
Let me share the story of a client of ours. He was very happy, because he managed to let his students write good articles about the city and the local culture, which attracted thousand of visitors per month.
When we did the first analysis, we did not see any of those visitors showing any interest in his programme. They were very interested in the article about the local food market, but not so much in learning the local language.
So what we see here is the key – if all of us implement just this, I am very happy:
A good lead capture form:
Now, why is this important?
- Chance to show interest
Ability to follow up on your terms – we all know how humans are – a little bit of pushing gets the job done
If Mercedes in Buenos Aires is interested in improving her english, but not sure. A nice talk with you might give her the confidence which will bring her to a great experience abroad