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Measuring Your
Digital Marketing
Success
Through the
Enrollment Journey
1. Introduction to digital marketing KPIs
2. Awareness Stage KPIs
3. Consideration Stage KPIs
4. Decision Stage KPIs
5. Enrollment Stage KPIs
6. 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:
• Measurable
• Trackable
• Comparable
• Improvable
How Digital Marketing Attracts New Students
What Data Sources Provide Digital Marketing KPIs?
The Awareness Stage
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.
Digital Marketing Strategies for the Awareness Stage
Optimize
Google My
Business
Use
social
media ads
Integrate
keywords
Create
Google Ads
KPIs for The Awareness Stage
● Map views
● Photo views
● User actions
● New users
● New user
growth
● Reach
● Followers
● Avg. position
● Impressions
● Impressions
● Reach
Poll #1
On how many of these platforms
do you regularly monitor data?
● Facebook Insights
● Facebook Ads
● Google Analytics
● Google Search Console
● Google Ads
All 5
3-4
2 or fewerC
B
A
Optimize Your Google My Business Listing
Keep your
info up to
date and
accurate
List
Upcoming
Events
Include
Your
Social
Channels
CallSaveDirectionsWebsite
GMB - Monitor Customer Actions Per Month
GMB - Post Photos
GMB – Measure Your Photo Views
Compare
your photo
views with
the average
of similar
businesses
Search Console - Track Visibility in Search Results
Track Your Avg. Position for Keywords in Search Console
Paid Ads on Social - Measure Increased Visibility
Track your reach and
impressions from paid campaigns
in Facebook Ads Manager
Measure Paid vs. Organic Reach on Social Over Time
Benchmark
your organic
and paid reach
over time
Track Net Follower Growth on Social Media
Compare your net followers over time
on Facebook Insights
Web Page Data – Measuring New Visitors
Compare Your New User Web Page Data
to Previous Period
Provide Compelling Content to Keep Leads Engaged
Track Average Session duration to see how long
leads spend engaging with your web content
The Consideration Stage
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.
Goal: Convert prospects to leads
Digital Marketing Strategies for the Consideration Stage
Email Marketing
Download
CTAs Website Forms & UX
Content MarketingSocial Media Paid Ad
Campaigns
KPIs for The Consideration Stage
● User Retention
Rate
● Goal Conversion
Rate
● Goal Completions
● Form
submissions
● CTA click rate
● Peak “Live”
viewers
● Cost per
result
● Cost per
conversion
Create a User Interface
to Encourage Leads to Convert
CTAs create conversions and move prospects
further down the enrollment funnel
Use Email Marketing to Encourage
Return Visits to Your Site
Read More
Stream Live Tours and Q&As from Your School
Track live viewers in real
time with Facebook Insights
Measure Conversions on Your Website
Coming from Social Media
Share Web Pages on Facebook
Monitor Goal conversion rate from social in GA
Run Campaigns on Google Ads to Drive Conversions
Monitor Your Cost per
conversion to make the most of
your Google Ads budget
Use Lead Capture Forms on Your Landing Pages
Set Thank You Pages as Destination Goals
to Track Completions
Poll #2
How frequently do you
monitor and optimize your
ad campaigns?
Once a day
Once a week
Once a monthC
B
Answer this Poll
in your GoToWebinar
Menu bar
A
The Decision Stage
Defining The Decision Stage
At the Decision Stage,
prospects consider all the
information to decide whether
to apply to your school.
● engage with them
● convince them to apply
Digital Marketing Strategies for the Decision Stage
Automated Workflows Phone Calls Email Templates
SMS
Instant
Messaging
KPIs for The Decision Stage
Call Success Rate Email Click Rate # 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
TIP Create Workflows for Follow-up Contact
Monitor Call Success Rates
Some CRM Systems
measure phone call
volumes and their
outcomes.
Calculate Average No. of Actions Per Applicant
• 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 Application Completion Rate
Connect with Facebook Users on Messenger
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
Pre-Arrival EmailsCreate Content Engage on Social
Encourage Reviews Measure Results
KPIs for The Enrollment Stage
All Channels
● Returning
Visitors by
Page
● Average
rating
● No. of
Reviews
● Average rating
● No. of Reviews
● Average rating
● No. of Reviews
● Lead-to-Student
Ratio
● Application-to-
Student Ratio
● Cost per
student
Track Returning Visitors
Send Pre-Arrival Emails to Welcome New Students
Track your Read
Rates in your
CRM
Encourage Students and Grads
to Leave Reviews on Facebook & Google
Calculate Your Application to Student Rate
Measure Your Lead to Student Ratio
Calculate the Average Cost per Student
Poll #3
How satisfied are you with the ROI of
your school’s digital marketing
strategy?
Very satisfied
Somewhat satisfied
Not satisfiedC
B
A
I don’t know the ROI
of my digital efforts
D
How well does your online presence lead your
prospects through the enrollment journey?
Find out with a free Online Assessment!
Our experts will analyze your KPIs and
synthesize the data to identify how and
where you can improve your digital
marketing strategy.
Click the link in your chat box to obtain your
exclusive offer!
Got any Questions?
Katharina Benecke
European Client Representative
Tel: +34 681 129 792
katharina@higher-education-marketing.com
Archie Pollock
Regional Manager UK & Ireland
Tel: +44 7957974939
archie@higher-education-marketing.com
Alex Lamont
UK & Ireland Client Representative
Tel: +44 7845 580402
alamont@higher-education-marketing.com
Webinar: Measuring Digital marketing Success Through the Enrollment Journey
Got any Questions?
Reminder: You will receive a recording of this webinar via email in a few days.
Scott Cross
North America Representative
514-312-3968 x 117
scross@higher-education-marketing.com
www.higher-education-marketing.com

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Webinar: Measuring Digital marketing Success Through the Enrollment Journey

  • 2. 1. Introduction to digital marketing KPIs 2. Awareness Stage KPIs 3. Consideration Stage KPIs 4. Decision Stage KPIs 5. Enrollment Stage KPIs 6. 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 Data Sources Provide Digital Marketing KPIs?
  • 7. 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.
  • 8. Digital Marketing Strategies for the Awareness Stage Optimize Google My Business Use social media ads Integrate keywords Create Google Ads
  • 9. KPIs for The Awareness Stage ● Map views ● Photo views ● User actions ● New users ● New user growth ● Reach ● Followers ● Avg. position ● Impressions ● Impressions ● Reach
  • 10. Poll #1 On how many of these platforms do you regularly monitor data? ● Facebook Insights ● Facebook Ads ● Google Analytics ● Google Search Console ● Google Ads All 5 3-4 2 or fewerC B A
  • 11. Optimize Your Google My Business Listing Keep your info up to date and accurate List Upcoming Events Include Your Social Channels CallSaveDirectionsWebsite
  • 12. GMB - Monitor Customer Actions Per Month
  • 13. GMB - Post Photos
  • 14. GMB – Measure Your Photo Views Compare your photo views with the average of similar businesses
  • 15. Search Console - Track Visibility in Search Results
  • 16. Track Your Avg. Position for Keywords in Search Console
  • 17. Paid Ads on Social - Measure Increased Visibility Track your reach and impressions from paid campaigns in Facebook Ads Manager
  • 18. Measure Paid vs. Organic Reach on Social Over Time Benchmark your organic and paid reach over time
  • 19. Track Net Follower Growth on Social Media Compare your net followers over time on Facebook Insights
  • 20. Web Page Data – Measuring New Visitors
  • 21. Compare Your New User Web Page Data to Previous Period
  • 22. Provide Compelling Content to Keep Leads Engaged Track Average Session duration to see how long leads spend engaging with your web content
  • 24. 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. Goal: Convert prospects to leads
  • 25. Digital Marketing Strategies for the Consideration Stage Email Marketing Download CTAs Website Forms & UX Content MarketingSocial Media Paid Ad Campaigns
  • 26. KPIs for The Consideration Stage ● User Retention Rate ● Goal Conversion Rate ● Goal Completions ● Form submissions ● CTA click rate ● Peak “Live” viewers ● Cost per result ● Cost per conversion
  • 27. Create a User Interface to Encourage Leads to Convert CTAs create conversions and move prospects further down the enrollment funnel
  • 28. Use Email Marketing to Encourage Return Visits to Your Site Read More
  • 29. Stream Live Tours and Q&As from Your School Track live viewers in real time with Facebook Insights
  • 30. Measure Conversions on Your Website Coming from Social Media Share Web Pages on Facebook Monitor Goal conversion rate from social in GA
  • 31. Run Campaigns on Google Ads to Drive Conversions Monitor Your Cost per conversion to make the most of your Google Ads budget
  • 32. Use Lead Capture Forms on Your Landing Pages
  • 33. Set Thank You Pages as Destination Goals to Track Completions
  • 34. Poll #2 How frequently do you monitor and optimize your ad campaigns? Once a day Once a week Once a monthC B Answer this Poll in your GoToWebinar Menu bar A
  • 36. Defining The Decision Stage At the Decision Stage, prospects consider all the information to decide whether to apply to your school. ● engage with them ● convince them to apply
  • 37. Digital Marketing Strategies for the Decision Stage Automated Workflows Phone Calls Email Templates SMS Instant Messaging
  • 38. KPIs for The Decision Stage Call Success Rate Email Click Rate # of Actions per Application Activities per Team Member Lead to Applicant Ratio Application Completion Rate
  • 39. 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 TIP Create Workflows for Follow-up Contact
  • 40. Monitor Call Success Rates Some CRM Systems measure phone call volumes and their outcomes.
  • 41. Calculate Average No. of Actions Per Applicant • Use your CRM to monitor the follow up activity • We see a range of 12-20 activities per lead for them to apply!
  • 42. Measure Your Application Completion Rate
  • 43. Connect with Facebook Users on Messenger
  • 45. 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.
  • 46. Digital Marketing Strategies for the Enrollment Stage Pre-Arrival EmailsCreate Content Engage on Social Encourage Reviews Measure Results
  • 47. KPIs for The Enrollment Stage All Channels ● Returning Visitors by Page ● Average rating ● No. of Reviews ● Average rating ● No. of Reviews ● Average rating ● No. of Reviews ● Lead-to-Student Ratio ● Application-to- Student Ratio ● Cost per student
  • 49. Send Pre-Arrival Emails to Welcome New Students Track your Read Rates in your CRM
  • 50. Encourage Students and Grads to Leave Reviews on Facebook & Google
  • 51. Calculate Your Application to Student Rate
  • 52. Measure Your Lead to Student Ratio
  • 53. Calculate the Average Cost per Student
  • 54. Poll #3 How satisfied are you with the ROI of your school’s digital marketing strategy? Very satisfied Somewhat satisfied Not satisfiedC B A I don’t know the ROI of my digital efforts D
  • 55. How well does your online presence lead your prospects through the enrollment journey? Find out with a free Online Assessment! Our experts will analyze your KPIs and synthesize the data to identify how and where you can improve your digital marketing strategy. Click the link in your chat box to obtain your exclusive offer!
  • 56. Got any Questions? Katharina Benecke European Client Representative Tel: +34 681 129 792 katharina@higher-education-marketing.com Archie Pollock Regional Manager UK & Ireland Tel: +44 7957974939 archie@higher-education-marketing.com Alex Lamont UK & Ireland Client Representative Tel: +44 7845 580402 alamont@higher-education-marketing.com
  • 58. Got any Questions? Reminder: You will receive a recording of this webinar via email in a few days. Scott Cross North America Representative 514-312-3968 x 117 scross@higher-education-marketing.com www.higher-education-marketing.com