Measuring the impact of your education marketing efforts

With wide ranging responsibilities and busy departments, reporting on your marketing efforts can become a last resort or something you only do once a year.

Reporting on your marketing efforts and ultimately how many people you are converting into leads, will allow you to continuously improve and adapt your marketing to ensure you are making a big impact.

Here are some of the top reports we advise for education organisations:

Lifecycle Stage (or Admissions Journey) Reports

• Social ads to website visitors - how many of those who saw your social ads clicked through to your website
• Website visitors to leads - the percentage of your website visitors that completed a form and shared their details with you
• Leads to visits - of those who have shared their details with you, how many have visited your school or college in person. This could be an open day or an individual tour - depending on your unique customer journey
• Visits to applications - of those who have visited your school or college, how many went on to apply
• Applications to enrolments - this will apply to different organisations in different ways, depending on if you are selective or non-selective and how many places you have.

Engagement Reports

These are helpful to measure whether your audience find your content useful, you can also measure these against the above lifecycle stage reports and see if there is a correlation year on year (or term on term - depending on your admissions processes). These can also help you measure the impact of your specific marketing campaigns.

• Blog subscribers over time - how many subscribers does your blog have in a specific time frame compared to a previous time frame
• Social engagement - how much interaction is happening on your social channels in a period of time
• Email engagement - what percentage of recipients are opening, reading and interacting with your marketing emails
• Web traffic over time - how many people accessed your website within a time frame, compared to a previous time frame
• Form performance - how many people are viewing forms and what percentage are converting

If you use a Marketing platform like HubSpot for your education marketing, you can have all of these reports built to automatically land in your (or your leadership team's) inbox regularly. No hunting around for data, no hopping between systems and no spreadsheets of numbers!

Report smarter. Find out more about HubSpot for Education.