Continuity: Key to success for the funnel mix

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Traditionally, educational institutions always pay more attention to metrics related to the sales funnel, that is, number of registered students, number of those evaluated, those called upon and those enrolled.

But when creating a student recruitment crypto email list strategy that is executed from digital channels, it is important to include analysis of marketing funnel metrics.

In fact, paying due attention to marketing funnel metrics will give more weight to sales metrics, because if we strive to obtain qualified leads, the probability of obtaining a greater number of registrants increases.

What we want to tell you is that you should create a process that includes both funnels in the most natural way possible, so that sales can achieve greater results with the help of marketing.

Natural continuity is the key to reaching a greater number of enrolled students, so when creating your funnels, pay attention to how each of them feeds into each other.

That is, observe how many leads TOFU passes to MOFU, MOFU to BOFU and in turn, the latter to the registration process.

Control KPIs
The wonderful thing about student recruitment strategies with digital marketing is that everything can be measured, and in fact, the success of the strategies lies in the analysis we do of the data left by our actions.

When you are executing your strategy, you should keep an eye on the following KPIs for better control and results. At the beginning, we recommend that you follow these three:

1. Conversion rate of each phase of the funnel
The goal of your student acquisition strategy is to convert as many qualified leads as possible, so you need to constantly monitor your conversion rate at each stage of the funnel.

Tracking this will help you understand how your lead behaves from one stage to the next and at what point in the journey conversions occur.

It will also help you understand what process, content, landing page, or any other factor could be preventing leads from moving naturally to the next phase of the funnel.

2. Conversion rate by channel
As we mentioned in the previous section, a sales funnel involves numerous channels: email, social networks, website; CTA, landing pages, etc. Therefore, you have to see which channel helps you convert the most.

The reasons are obvious: the more knowledge you have about your own student recruitment process, the better decisions you can make regarding personalization. Plus, you can identify which outreach channels or strategies aren’t working.

You can also create your own revenue-cost ratio, that is, knowing which channel is giving you more revenue and which ones are not, helps you naturally know which one is costing you more.

3. Cost per student acquisition
CPA or cost per customer acquisition is the natural name for this metric, but due to the nature of your business, we made a slight change.

Customer acquisition cost ( CAC) is one of the most important metrics when it comes to evaluating how effective your student acquisition strategy is. If you are not aware of what it cost you to acquire each student, you cannot calculate your ROI, and therefore you would not be able to know how successful your strategy was monetarily speaking.

That is, you know you had a successful campaign when you got the number of enrolled students with a positive ROI.