Taking you through each stage of the enrollment journey, this webinar demonstrates which metrics schools should be evaluating at every point in the funnel in order to best optimize their digital marketing campaigns.

1. Measuring Your
Digital Marketing
Success
Through the
Enrollment Journey

2. • Introduction to digital marketing KPIs
1. Awareness Stage KPIs
2. Consideration Stage KPIs
3. Decision Stage KPIs
4. Enrollment Stage KPIs
• Conclusion
Today’s Presentation

3. What is a KPI?
A Key Performance Indicator (KPI)
is a quantifiable measure of your
progress toward a goal.
KPIs must be:
• Measurable
• Trackable
• Comparable
• Improvable

4. How Digital Marketing Attracts New Students

5. What Social Networks do Your Target Audience Use?

6. What Data Sources Provide Digital Marketing KPIs?

7. The Awareness Stage

8. Defining the Awareness Stage
The Awareness Stage is when a
prospect first identifies education as
a potential avenue to help them
reach their goals.
Digital marketing at the Awareness
Stage is all about gaining visibility.

9. Digital Marketing Strategies for the Awareness Stage
• Optimize your Google My Business listings
• Optimize your website content for targeted keywords
• Use advertising to increase social media visibility
• Use Google Ads to Increase search visibility

10. 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

11. Optimize Your Google My Business Listing
Keep your info up to
date and accurate
List upcoming events

12. GMB - Monitor Customer Actions Per Month

13. GMB - Post Photos

14. GMB – Measure Your Photo Views
GMB allows you
to compare your
Photo Views
with the average
of similar
businesses

15. GMB - Where Customers See You

16. Track Your Avg. Position for Keywords in Search Console

17. Targeted Keywords - Optimize Web Pages

18. Search Console - Track Visibility in Search Results
Search Console allows you to compare
your total impressions for specific
queries with the previous period

19. 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.

20. Paid Ads on Social - Measure Increased Visibility
Track your reach and impressions
from paid campaigns in Facebook
Ads Manager

21. Measure Paid vs. Organic Reach
on Social Over Time
Benchmark your
organic and paid
reach over time

22. Track Net Follower Growth on Social Media
Compare your
net followers
over time on
Facebook
Insights

23. Landing Page Data – Measuring New Visitors

24. Compare Your New User Landing Page Data
to Previous Period

25. The Consideration Stage

26. Defining the Consideration Stage
During the Consideration Stage, a
prospect has firmed up their interest,
and begins doing more in-depth
research into their options.
Your goal is to get your prospects to
convert to leads by making an inquiry
with your school.

27. Digital Marketing Strategies
for the Consideration Stage
• Email marketing to encourage return web visits
• UX-focused website design to encourage exploration
• CTAs to drive prospects towards conversion
• Content marketing to engage prospects

28. Digital Marketing Strategies
for the Consideration Stage
• Social media marketing to drive web traffic
• Facebook live for online campus tours/Q&As
• Paid ad campaigns on Google and Social Media
• Lead capture forms on your website and landing pages

29. 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
• Facebook Insights
– Peak Live Viewers

30. 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

31. Use Email Marketing to Encourage
Return Visits to Your Site
Track your user retention rate in
GA

32. 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

33. Measure Conversions on Your Website
Coming from Social Media
Share Web Pages on Facebook Monitor Goal conversion rate from social in GA

34. Stream Live Tours and Q&As from Your School
Track live viewers in real time
with Facebook Insights

35. Facebook Ads Can Drive Inquiries
Measure the Cost Per Result
of your Facebook Ads

36. Run Campaigns on Google Ads to Drive Conversions
Monitor Your Cost per
conversion to make the most of
your Google Ads budget

37. Use Lead Capture Forms on Your Landing Pages

38. Set Thank You Pages as Destination Goals
to Track Completions

39. Use Calls to Action
to Push Prospects Towards Conversion
You can see your
CTA click rate in
your CRM reports

40. The Decision Stage

41. Defining The Decision Stage
At the Decision Stage, prospects consider
all the information to decide whether 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.

42. 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)

43. 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

44. 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

45. Monitor Call Success Rates
Some CRM Systems
measure
phone call volumes
and their outcomes.

46. 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!

47. Create Templates for Email Follow-Up
Track your email click rates in
your Marketing automation
reports.

48. Measure Your Application Completion Rate

49. Connect with Facebook Users on Messenger

50. The Enrollment Stage

51. 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.

52. 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

53. KPIs for The Enrollment Stage
• Facebook Insights
– Average rating
– No. of Reviews
• 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

54. Track Returning Visitors by Page in GA

55. Send Pre-Arrival Emails to Welcome New Students
Track your Read
Rates in your CRM

56. Post Helpful Information for Students on Social Media
Monitor Engagement

57. Encourage Students and Grads
to Leave Reviews on Facebook
Monitor the number
of reviews you get and
your average rating

58. Encourage Students and Grads
to Leave Reviews on Google

59. Calculate Your Application to Student Rate

60. Measure Your Lead to Student Ratio

61. Calculate the Average Cost per Student

62. Questions …
Reminder: You will receive a recording of this webinar via email in a few days.

63. Have questions about this presentation?
Scott Cross
North American Client Representative
scross@higher-education-marketing.com
Tel: +1 514-312-3968 x. 117
Reminder: You will receive a recording of this webinar via email in a few days.

65. Katharina Benecke
Have questions about this presentation?
Archie Pollock
European Client Representative
UK Client Representative
archie@higher-education-marketing.com
katharina@higher-education-marketing.com
Tel: +44 7957974939
Tel: +34 681 129 792