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TRANSCRIPT
Measuring YourDigital Marketing SuccessThrough 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 inquirywith 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 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)
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 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
www.higher-education-marketing.com
https://twitter.com/PhilippeTaza
Have questions about this presentation?