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Measuring Your
Digital Marketing
Success
Through the
Enrollment Journey
• Introduction to digital marketing KPIs
• Awareness Stage KPIs
• Consideration Stage KPIs
• Decision Stage KPIs
• Enrollment Stage KPIs
• 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:
• Definable
• Trackable
• Comparable
• Improvable
How Digital Marketing Attracts New Students
• 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?
What Social Networks do Your Target Audience Use?
What Data Sources Provide Digital Marketing KPIs?
The Awareness Stage
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.
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
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
Optimize Your Google My Business Listing
Keep your info up to
date and accurate
List upcoming events
Monitor Customer Actions Per Month on GMB
Post Photos on GMB
Your Photo Views on GMB
GMB allows you
to compare your
Photo Views
with the average
of similar
businesses
Where Customers View Your GMB Listing
Optimize Web Pages for Targeted Keywords
Track Your Average Position for Keywords in Search Console
Track Your Visibility in Search Results
Search Console allows you to compare
your total impressions for specific
queries with the previous period
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
Paid Ads Can Increase Social Media Visibility
Track your reach and impressions
from paid campaigns in Facebook
Ads Manager
Monitor Your Post Reach on Social Over Time
Benchmark your
organic and paid
reach over time
Track Your Net Follower Growth on Social
Compare your
net followers
over time on
Facebook
Insights
Drill Down Into Your New User Landing Page Data
Compare Your New User Landing Page Data to Previous Period
The Consideration Stage
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.
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
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
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
Use Email Marketing to Encourage Return Visits to Your Site
Track your user retention rate in GA
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
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
Drive Traffic to Your Site on Social Media
Share Web Pages on Facebook Monitor Goal conversion rate from social in GA
Stream Live Tours and Q&As from Your School
Track live viewers in real time
with Facebook Insights
Facebook Ads Can Drive Inquiries
Measure the Cost Per Result
of your Facebook Ads
Run Campaigns on Google Ads to Drive Conversions
Monitor Your Cost per
conversion to make the most of
your Google Ads budget
Use Calls to Action to Push Prospects Towards Conversion
You can see your
CTA click rate in
your CRM reports
Use Lead Capture Forms on Your Landing Pages
Monitor Form Submissions in Your CRM Platform
Create Unique Thank You Pages for Conversion Tracking
Set Thank You Pages as Destination Goals to Track Completions
Monitor Page Value in GA
Page Value
helps you to
quantify which
web pages are
best at driving
conversions
The Decision Stage
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.
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)
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
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
Monitor Call Success Rates
Some CRM Systems
give you the ability to
monitor phone call
volumes and their
outcomes.
Create Templates for Email Follow-Up
Track your email click rates in
your Marketing automation
reports.
Contact Leads by SMS
Connect with Facebook Users on Messenger
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!
Measure Your Activities Per Team Member
Measure Your Lead to Applicant Ratio
Measure Your Application Completion Rate
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
• 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
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
Create Content to Prepare Your Students for Arrival
Track Returning Visitors by Page in GA
Send Pre-Arrival Emails to Welcome New Students
Track your Read
Rates in your CRM
Post Helpful Information for Students on Social Media
Monitor Engagement
Encourage Students and Grads to Leave Reviews on Facebook
Monitor the number
of reviews you get and
your average rating
Encourage Students and Grads to Leave Reviews on Google
Measure Your Lead to Student Ratio
Calculate Your Application to Student Rate
Calculate the Average Cost per Student
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?
Philippe Taza: Measuring Your Digital Marketing Success Through the Enrollment Journey

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Philippe Taza: 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?
  • 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
  • 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
  • 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
  • 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.
  • 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
  • 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?

Editor's Notes

  1. I’ve used our mature student persona for Falmouth for this as I feel it’s a high caliber school and the mature student is an easily identifiable demographic everyone in the audience will have dealt with
  2. I’ve used our mature student persona for Falmouth for this as I feel it’s a high caliber school and the mature student is an easily identifiable demographic everyone in the audience will have dealt with
  3. Lifted Directly from the English USA presentation
  4. Lifted Directly from the English USA presentation
  5. Lifted Directly from the English USA presentation
  6. The persona is for ESI as we don’t an LS persona, but it works for illustrative purposes. We can’t use CW persona unless we have PPC ads and LPs in either Chinese or Arabic
  7. This slide was good I just updated it with an example from Concordia
  8. This is a decent tip, replaced the image with university of washington Facebook contest post which invited students to share photos from their study abroad program
  9. Let me share the story of a client of ours. He was very happy, because he managed to let his students write good articles about the city and the local culture, which attracted thousand of visitors per month. When we did the first analysis, we did not see any of those visitors showing any interest in his programme. They were very interested in the article about the local food market, but not so much in learning the local language. So what we see here is the key – if all of us implement just this, I am very happy: A good lead capture form: Now, why is this important? - Chance to show interest Ability to follow up on your terms – we all know how humans are – a little bit of pushing gets the job done If Mercedes in Buenos Aires is interested in improving her english, but not sure. A nice talk with you might give her the confidence which will bring her to a great experience abroad 
  10. Not mad on this visual
  11. Not mad on this visual