Evaluating your digital marketing strategy and focusing on a shared vision for your program(s) and institution is critical. If you’re like most institutions, teams across your campus are investing significant dollars in the digital space.
The question is: Are you investing wisely?
Setting yourself up for success takes vision, analysis and execution. The good news is that anyone can use the techniques discussed here to start thinking strategically about where you are, and what you need to start showing Rockstar Level results. In order to crush your year, you’ll need to see the big picture.
How do you define success? Or more importantly, how do you quantify success? In most cases the answer is: Return on investment. Of course, ROI means different things based on the campaign and your goals. This free ebook provides a step-by-step guide to calculating the ROI of your digital advertising campaigns. To keep this simple, you may want to start with performance metrics like the cost-pers: cost per impression, cost per lead, cost per application and cost per start, to name a few.
Once you define success, the next step is to identify what coinciding touch-points will impact your goal. The foundation of any good marketing strategy is a deep understanding of your audience. It’s important to align your paid, organic and website messaging with this research. Building and updating personas is a trusted way to keep yourself focused on producing user-centric content. You can leverage them to build segmented messaging and content that engages prospects according to where they are in the funnel.
Finally, do you have the ability to report on and analyze your efforts? Your goal should be a measurement architecture that adheres to industry best practices. Full-funnel attribution tracking is the dream of all EDU institutions. And, with the right processes, tracking and setup in place, it can be a reality. Work to gain visibility into how your offsite performance is affecting onsite conversations. Start by linking together your Google Analytics, CRM, CMS and SIS solutions. It’s not an overnight task to streamline and integrate your tracking across platforms, but it can be done with the right partner.
Once you set goals, map your strategies and align tools for measurement, what happens next? Use this chart with your program level and extended teams to create a snapshot of where you are, then develop strategies to reach your goals.
By applying these best practices, Butler University Lacy School of Business has made a significant investment in intentional digital marketing strategy as a mechanism to better understand activity with audiences across the funnel—from prospects and parents to alumni and donors.
Their digital marketing strategies and media plans at the program and department level now map directly to their overarching branding initiatives and goals, further communicating Butler’s core value propositions of greater doing, higher learning and better living. The partnership involved a comprehensive digital audit, strategy recommendations and digital advertising campaigns as well as dashboard reporting through Google Data Studio across key areas of the institution.
RESULTS: In the first 30 days following the comprehensive digital assessment, Butler produced 49 new leads, at an average $95 cost per lead, for their b-school advertising.
Converge has helped hundreds of institutions analyze, visualize and achieve success through digital marketing. Contact us to learn how we can structure a tailored digital marketing assessment to support your growth goals for brand awareness, enrollment and yield in the new fiscal year.