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