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Measuring Your Digital Marketing Success Through the Enrollment Journey final

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An overview of the most important metrics you should be evaluating at each point in the enrollment funnel.

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Measuring Your Digital Marketing Success Through the Enrollment Journey final

  1. 1. Measuring Your Digital Marketing Success Through the Enrollment Journey
  2. 2. • Introduction to digital marketing KPIs • Awareness Stage KPIs • Consideration Stage KPIs • Decision Stage KPIs • 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: • Definable • Trackable • Comparable • Improvable
  4. 4. How Digital Marketing Attracts New Students
  5. 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. 6. What Social Networks do Your Target Audience Use?
  7. 7. What Data Sources Provide Digital Marketing KPIs?
  8. 8. The Awareness Stage
  9. 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. 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. 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. 12. Optimize Your Google My Business Listing Keep your info up to date and accurate List upcoming events
  13. 13. Monitor Customer Actions Per Month on GMB
  14. 14. Post Photos on GMB
  15. 15. Your Photo Views on GMB GMB allows you to compare your Photo Views with the average of similar businesses
  16. 16. Where Customers View Your GMB Listing
  17. 17. Optimize Web Pages for Targeted Keywords
  18. 18. Track Your Average Position for Keywords in Search Console
  19. 19. Track Your Visibility in Search Results Search Console allows you to compare your total impressions for specific queries with the previous period
  20. 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. 21. Paid Ads Can Increase Social Media Visibility Track your reach and impressions from paid campaigns in Facebook Ads Manager
  22. 22. Monitor Your Post Reach on Social Over Time Benchmark your organic and paid reach over time
  23. 23. Track Your Net Follower Growth on Social Compare your net followers over time on Facebook Insights
  24. 24. Drill Down Into Your New User Landing Page Data
  25. 25. Compare Your New User Landing Page Data to Previous Period
  26. 26. The Consideration Stage
  27. 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. 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. 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. 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. 31. Use Email Marketing to Encourage Return Visits to Your Site Track your user retention rate in GA
  32. 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. 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. 34. Drive Traffic to Your Site on Social Media Share Web Pages on Facebook Monitor Goal conversion rate from social in GA
  35. 35. Stream Live Tours and Q&As from Your School Track live viewers in real time with Facebook Insights
  36. 36. Facebook Ads Can Drive Inquiries Measure the Cost Per Result of your Facebook Ads
  37. 37. Run Campaigns on Google Ads to Drive Conversions Monitor Your Cost per conversion to make the most of your Google Ads budget
  38. 38. Use Calls to Action to Push Prospects Towards Conversion You can see your CTA click rate in your CRM reports
  39. 39. Use Lead Capture Forms on Your Landing Pages
  40. 40. Monitor Form Submissions in Your CRM Platform
  41. 41. Create Unique Thank You Pages for Conversion Tracking
  42. 42. Set Thank You Pages as Destination Goals to Track Completions
  43. 43. Monitor Page Value in GA Page Value helps you to quantify which web pages are best at driving conversions
  44. 44. The Decision Stage
  45. 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. 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. 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. 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. 49. Monitor Call Success Rates Some CRM Systems give you the ability to monitor phone call volumes and their outcomes.
  50. 50. Create Templates for Email Follow-Up Track your email click rates in your Marketing automation reports.
  51. 51. Contact Leads by SMS
  52. 52. Connect with Facebook Users on Messenger
  53. 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. 54. Measure Your Activities Per Team Member
  55. 55. Measure Your Lead to Applicant Ratio
  56. 56. Measure Your Application Completion Rate
  57. 57. The Enrollment Stage
  58. 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. 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. 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. 61. Create Content to Prepare Your Students for Arrival
  62. 62. Track Returning Visitors by Page in GA
  63. 63. Send Pre-Arrival Emails to Welcome New Students Track your Read Rates in your CRM
  64. 64. Post Helpful Information for Students on Social Media Monitor Engagement
  65. 65. Encourage Students and Grads to Leave Reviews on Facebook Monitor the number of reviews you get and your average rating
  66. 66. Encourage Students and Grads to Leave Reviews on Google
  67. 67. Measure Your Lead to Student Ratio
  68. 68. Calculate Your Application to Student Rate
  69. 69. Calculate the Average Cost per Student
  70. 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?