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.

1. Measuring Your
Digital Marketing
Success
Through the
Enrollment Journey

2. 1. Introduction to digital marketing KPIs
2. Awareness Stage KPIs
3. Consideration Stage KPIs
4. Decision Stage KPIs
5. Enrollment Stage KPIs
6. 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:
• 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 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

12. GMB - Monitor Customer Actions Per Month

13. GMB - Post Photos

14. GMB – Measure Your Photo Views
Compare
your photo
views with
the average
of similar
businesses

15. Search Console - Track Visibility in Search Results

16. Track Your Avg. Position for Keywords in Search Console

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

18. Measure Paid vs. Organic Reach on Social Over Time
Benchmark
your organic
and paid reach
over time

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

20. Web Page Data – Measuring New Visitors

21. Compare Your New User Web Page Data
to Previous Period

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

23. The Consideration Stage

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

28. Use Email Marketing to Encourage
Return Visits to Your Site
Read More

29. Stream Live Tours and Q&As from Your School
Track live viewers in real
time with Facebook Insights

30. Measure Conversions on Your Website
Coming from Social Media
Share Web Pages on Facebook
Monitor Goal conversion rate from social in GA

31. Run Campaigns on Google Ads to Drive Conversions
Monitor Your Cost per
conversion to make the most of
your Google Ads budget

32. Use Lead Capture Forms on Your Landing Pages

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

35. The Decision Stage

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!

42. Measure Your Application Completion Rate

43. Connect with Facebook Users on Messenger

44. The Enrollment Stage

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

48. Track Returning Visitors

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

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

51. Calculate Your Application to Student Rate

52. Measure Your Lead to Student Ratio

53. Calculate the Average 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

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