This document discusses key performance indicators (KPIs) for measuring success across different stages of a student's enrollment journey - awareness, consideration, decision, and enrollment. It provides KPIs and digital marketing strategies for each stage, including metrics like page views, followers, click through rates, application completion rates, and cost per student. The goal is to help institutions understand how to attract, engage, and enroll prospective students through an optimized digital marketing strategy.
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
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
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
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!
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
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
57.
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