This webinar shows your school how to best use tools such as Google Analytics and Google Search Console, as well as identify Key Performance Indicators (KPIs) that will help you evaluate the success of your recruitment efforts.

1. Critical KPIs to Measure
Your School’s
Digital Marketing Success

2. 1. Introduction to digital marketing KPIs
2. Awareness Stage KPIs
3. Consideration Stage KPIs
4. Decision Stage KPIs
5. Enrollment Stage KPIs
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?

6. The Awareness Stage

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 fewer
C
B
A

11. Optimize Your Google My Business Listing
Keep your
info up to
date and
accurate
List
Upcoming
Events
Include
Your
Social
Channels
Call
Save
Directions
Website

12. GMB - Monitor Customer Actions Per Month

13. Compare Photo Views with “Businesses Like You”

14. Track Your Average Position and Trends

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

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

17. Compare Your New User Web Page Data
to Previous Period
Social

18. Provide Compelling Content to Keep Leads Engaged
Track Average Session duration to see how long
leads spend engaging with your web content

19. The Consideration Stage

20. 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

21. Digital Marketing Strategies for the Consideration Stage
Email Marketing
Download
CTAs Website Forms & UX
Content Marketing
Social Media Paid Ad
Campaigns

22. KPIs for The Consideration Stage
● User Retention
Rate
● Goal Conversion
Rate
● Goal Completions
● Form
submissions
● CTA click rate
● Click-Through
Rate
● Cost Per Click
● Cost per
result
● Cost per
conversion

23. Create a User Interface to Encourage Leads to Convert
& Set Goals to Track Audience Engagement
CTAs create conversions and move prospects
further down the enrollment funnel

24. Track Who Opened Your Emails
And Clicked Links Back to Your Website
Read More

25. Track Which Social Media Posts Engaged Users
To Click & Read More on Your Website?
Share Web Pages on Facebook
Monitor Goal conversion rate from social in GA

26. Social Media Ads: Track Click Through Rate

27. Google Ads Lead-Gen Campaigns: Track Conversions
Monitor Your
Cost per Conversion
to make the most of your
Google Ads budget

28. Poll #2
How frequently do you
monitor and optimize your
ad campaigns?
Once a day
Once a week
Once a month
We don’t have time
C
B
Answer this Poll
in your GoToWebinar
Menu bar
A
D

29. The Decision Stage

30. 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

31. 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

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

33. 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!

34. Measure Your Application Completion Rate

35. The Enrollment Stage

36. 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.

37. Digital Marketing Strategies for the Enrollment Stage
Pre-Arrival Emails
Create Content Engage on Social
Encourage Reviews Measure Results

38. 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

39. Track Returning Visitors

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

41. Encourage Students and Grads
to Leave Reviews on Facebook & Google

42. Calculate Your Application to Student Rate

43. Measure Your Lead to Student Ratio

44. Calculate the Average Cost per Student

45. Poll #3
How satisfied are you with the ROI of
your school’s digital marketing
strategy?
Very satisfied
Somewhat satisfied
Not satisfied
C
B
A
I don’t know the ROI
of my digital efforts
D

46. Free Digital Marketing Assessment
We will analyze your KPIs and
synthesize the data to identify
how and where you can
improve your digital marketing strategy.

47. Free KPI Consultation
Scott Cross
North America Regional Manager
514-312-3968 x 117
scross@higher-education-marketing.com
Lara Chuang
North America Client Representative
514-312-3968 x 115
lara@higher-education-marketing.com

48. Free KPI Consultation
Archie Pollock
Regional Manager Europe/UK
Tel: +44 795 797 4939
archie@higher-education-marketing.com
Francois Derouet
fderouet@higher-education-marketing.com
European Client Representative
Tel: +33 66209 2522
Chris Dargiewicz
chris@higher-education-marketing.com
European Client Representative
Tel: +48 600 554 333