An overview of the most important metrics you should be evaluating at each point in the enrollment funnel.

1. Measuring Your
Digital Marketing
Success
Through the
Enrollment Journey

2. • Introduction to digital marketing KPIs
• Awareness Stage KPIs
• Consideration Stage KPIs
• Decision Stage KPIs
• 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:
• Definable
• Trackable
• Comparable
• Improvable

4. How Digital Marketing Attracts New Students

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?

6. What Social Networks do Your Target Audience Use?

7. What Data Sources Provide Digital Marketing KPIs?

8. The Awareness Stage

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

13. Monitor Customer Actions Per Month on GMB

14. Post Photos on GMB

15. Your Photo Views on GMB
GMB allows you
to compare your
Photo Views
with the average
of similar
businesses

16. Where Customers View Your GMB Listing

17. Optimize Web Pages for Targeted Keywords

18. Track Your Average Position for Keywords in Search Console

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

24. Drill Down Into Your New User Landing Page Data

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

26. The Consideration Stage

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

39. Use Lead Capture Forms on Your Landing Pages

40. Monitor Form Submissions in Your CRM Platform

41. Create Unique Thank You Pages for Conversion Tracking

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

43. Monitor Page Value in GA
Page Value
helps you to
quantify which
web pages are
best at driving
conversions

44. The Decision Stage

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.

51. Contact Leads by SMS

52. Connect with Facebook Users on Messenger

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!

54. Measure Your Activities Per Team Member

55. Measure Your Lead to Applicant Ratio

56. Measure Your Application Completion Rate

57. The Enrollment Stage

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

61. Create Content to Prepare Your Students for Arrival

62. Track Returning Visitors by Page in GA

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

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

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

66. Encourage Students and Grads to Leave Reviews on Google

67. Measure Your Lead to Student Ratio

68. Calculate Your Application to Student Rate

69. Calculate the Average Cost per Student

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?