To make the right decisions for your international education marketing strategy, you must first look at the data. Tracking key performance indicators (KPIs) provides an understanding into what’s working and where there’s room for improvement. Here are the key steps you should take in measuring your digital marketing strategy’s success. 

1. Set clear goals

Start by clearly defining your target audience personas and digital marketing goals. Do you aim to increase website traffic, boost engagement on social media, generate more student enquiries, or increase enrollment? Whichever it is, setting specific, measurable goals is the first step in properly tracking your progress.

2. Conduct an in-depth website analysis

Next, carefully examine your website analytics, such as sessions, bounce rates, time on page, and conversion rates. Analytics tools like Google Analytics can provide actionable insights into how effective your content strategy and SEO efforts are at driving relevant traffic to your site and encouraging conversions. 

3. Monitor social media engagement metrics

Measure social media analytics, including follower growth, shares, clicks, comments, and overall impressions. Finding out which platforms and types of content drive the most engagement will allow you to do more of what resonates.

4. Study multi-channel conversion rates

A key goal is converting prospective students into applicants. Follow students through their entire journey – from initial click to application to enrollment – and closely analyse how many request more information or apply after visiting your website and social media pages. This will tell you which marketing channels influence sign-ups, information requests, applications, and final enrollments, allowing you to focus efforts on what works and optimise your marketing return on investment.

5. Use data to continuously improve 

Lastly, remember that this is a continuous process. Regularly track KPIs across channels and tweak your strategies to improve results. 

Consistent measurement and in-depth analysis provides valuable data to help refine your digital marketing strategy. With this guide in mind, your international education business will be sure to see better results. 

Written by Stephanie Clark