Digital marketing in higher education is discussed severally in the recent research related to institutions’ communication and engagement with potential students. Consequently, as more students now tend to rely on online sources to gather information that makes it important to look at how these approaches possibly shape their enrollment choices. While some studies have examined the general marketing practices, they have not provided a clear framework or model that explains the journey of students’ move from awareness to taking action and that leaves a gap in the current literature. A conceptual model is proposed in this study covering specific digital strategies including search engine optimization (SEO), content marketing, and social media marketing and referencing it with the AIDA (Attention, Interest, Desire, Action) stages to understand their role in student enrollment decision.