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Webinar: Measuring Digital Marketing Success Through the Enrollment Journey

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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.

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Webinar: Measuring Digital Marketing Success Through the Enrollment Journey

  1. 1. Measuring Your Digital Marketing Success Through the Enrollment Journey
  2. 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. 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. 4. How Digital Marketing Attracts New Students
  5. 5. What Social Networks do Your Target Audience Use?
  6. 6. What Data Sources Provide Digital Marketing KPIs?
  7. 7. The Awareness Stage
  8. 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. 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. 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. 11. Optimize Your Google My Business Listing Keep your info up to date and accurate List upcoming events
  12. 12. GMB - Monitor Customer Actions Per Month
  13. 13. GMB - Post Photos
  14. 14. GMB – Measure Your Photo Views GMB allows you to compare your Photo Views with the average of similar businesses
  15. 15. GMB - Where Customers See You
  16. 16. Track Your Avg. Position for Keywords in Search Console
  17. 17. Targeted Keywords - Optimize Web Pages
  18. 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. 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. 20. Paid Ads on Social - Measure Increased Visibility Track your reach and impressions from paid campaigns in Facebook Ads Manager
  21. 21. Measure Paid vs. Organic Reach on Social Over Time Benchmark your organic and paid reach over time
  22. 22. Track Net Follower Growth on Social Media Compare your net followers over time on Facebook Insights
  23. 23. Landing Page Data – Measuring New Visitors
  24. 24. Compare Your New User Landing Page Data to Previous Period
  25. 25. The Consideration Stage
  26. 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. 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. 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. 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. 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. 31. Use Email Marketing to Encourage Return Visits to Your Site Track your user retention rate in GA
  32. 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. 33. Measure Conversions on Your Website Coming from Social Media Share Web Pages on Facebook Monitor Goal conversion rate from social in GA
  34. 34. Stream Live Tours and Q&As from Your School Track live viewers in real time with Facebook Insights
  35. 35. Facebook Ads Can Drive Inquiries Measure the Cost Per Result of your Facebook Ads
  36. 36. Run Campaigns on Google Ads to Drive Conversions Monitor Your Cost per conversion to make the most of your Google Ads budget
  37. 37. Use Lead Capture Forms on Your Landing Pages
  38. 38. Set Thank You Pages as Destination Goals to Track Completions
  39. 39. Use Calls to Action to Push Prospects Towards Conversion You can see your CTA click rate in your CRM reports
  40. 40. The Decision Stage
  41. 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. 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. 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. 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. 45. Monitor Call Success Rates Some CRM Systems measure phone call volumes and their outcomes.
  46. 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. 47. Create Templates for Email Follow-Up Track your email click rates in your Marketing automation reports.
  48. 48. Measure Your Application Completion Rate
  49. 49. Connect with Facebook Users on Messenger
  50. 50. The Enrollment Stage
  51. 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. 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. 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. 54. Track Returning Visitors by Page in GA
  55. 55. Send Pre-Arrival Emails to Welcome New Students Track your Read Rates in your CRM
  56. 56. Post Helpful Information for Students on Social Media Monitor Engagement
  57. 57. Encourage Students and Grads to Leave Reviews on Facebook Monitor the number of reviews you get and your average rating
  58. 58. Encourage Students and Grads to Leave Reviews on Google
  59. 59. Calculate Your Application to Student Rate
  60. 60. Measure Your Lead to Student Ratio
  61. 61. Calculate the Average Cost per Student
  62. 62. Questions … Reminder: You will receive a recording of this webinar via email in a few days.
  63. 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.
  64. 64. 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

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