Philippe Taza CEOHigher Education Marketing

ptaza@higher-education-marketing.com

Increasing Direct Inquiries with Digital Marketing for

Language School Recruitment

• PlanyourStrategy• Developpersonas• Agentsvs.DigitalMarketing(Direct)• Commondirectinquirychannels• Understandingthedirectfunnel• Inquiryconversionbasics

Today’s Presentation

International Recruitment Options

Understanding the different channels: Agents vs. Digital Marketing

Digitalmarketinggeneratesbothinquiriesandstudentapplications

Agentsactivitytypicallygeneratesstudentapplications

Followingupwithinquiries isadifferentprocessthanprocessingapplications

• Today’stypicalprospectivestudents aredigitallyliterate,informedandengaged

• Theyexpect consistentmessaging&outreachtailoredtotheirinterests,goals,&concerns

• Studentswantanopenwindow intoyourschool’smissionandratherthanovertself-promotion/selling

• Meaningfuldialogue andrelationship-buildingwithyourschoolcommunity,fromtheirfirstencounter,toenrollment,andbeyond

Persona Development: Identify your Target Audience(s)Segmentprospectsby:program,level,sourcecountry,language,etc.&researchtheirdistinctcharacteristics:

Persona Development: Research Tools

1. Surveyyouradmissions&recruitmentteamfortheirinsights

2. Survey/pollyourstudents&alumnidirectly

3. Usejourney-mapping/heat-mappingtotrackkeytouchpoints

4. Conductmarketresearchtobetterunderstandwhatisimpacting

decision-making

Persona Development: Tap Into Common Interests, Goals, and Desires

Persona Development: Addressing Common Challenges

Persona Development: Define Keywords

Persona Development:Define your Social Media Channels

How Digital Marketing Attracts New Students

Use Calls to action to capitalize on your web traffic

This home page has 4 calls to action: Apply online, contact us, download brochure, test your English

• OrganicSearch:SEOTrafficfromsearchengines• Email:linksinemailcampaigns• Direct:usersentertheURLdirectlyinthebrowser• Referral:trafficfromothersitesyoursislinkedon• Social:Facebook,Twitter,LinkedIn,etc.• PaidSearch:GoogleAdWords,Bingads,etc.• Display:otherformsofpaidadvertising

What are the main Channels?

The Channel Report

TheChannels reportunderAcquisition, givesyoumacrolevelinsightsintothevariouschannelsyouareusing toattracttraffictoyourwebsite.

Implement a Google Analytics measurement plan

Use Dashboards to report on your measurement plan

Agent Dashboard

Digital Marketing Dashboard - Leads (Direct)

Digital Marketing Dashboard - Applications (Direct)

What is SEO (Organic Search)?

• The process of optimizing website content, design, & performance to generate visitor traffic from “organic” (versus paid) search engine results

• SEO is vital for ensuring your content and website get found online by prospective students

Keyword Research

Apply On Page SEO Best Practices to Your Web Pages

• AddkeywordsinthetitleandURL• Usetags&titlesforyourimages• Linktorelevantinternalpagesusingtargetedkeywords• Addametadescription• Bemobilefriendly

On Page SEO Improves Your Rankings

Year over year comparison is very useful to measure the health of your SEO Traffic and conversions from that channel

Measuring your SEO Efforts Year over Year

Evaluate your Organic Search Queries

https://www.google.com/webmasters/tools/search-analytics

Some questions before getting started

• ShouldyourunyourcampaignsinEnglishorinthelocallanguage?

• Doyouhavetheinternalresourcestofollowupwithinquiriesthatcome-infromthelocallanguages?

• Whatnetworkshouldyouusetoreachyourpotentialstudents:Google,Facebook,Baidu,etc.?

• Towhichpageshouldyoudirectusersto?

Use Your Personas to Localize Your Campaigns

Organize your campaigns by country and language

Organize your Campaign by keywords for maximum results

Organize the ad groups by keyword.

This process helps streamline the ad creation process and provides better results

Facebook Ads that drive inquiries

Separate your Facebook Initiatives with the Campaign URL Builder

Campaign URL Builder

https://ga-dev-tools.appspot.com/campaign-url-builder/

Use Responsive Landing Pages for your campaigns

Desktop ViewMobile View

Socialmediaamplifiesyourbrand,providescommunitiesforengagingpersonas,helpspromoteyourcontent,&supportsSEO

Social Media Strategy & Development

http://edu.chegg.com/mobilizing-admissions-the-2016-social-admissions-report/

Create targeted posts that appeal directly to students’ motivations

Use Personas to Focus You Social Initiatives

Social Content Sharing Workflow

Publishcontentonyourwebsite

http://www.oncampus.global/news,3-useful-ways-students-in-pathways-in-the-usa-can-improve-their-english-skills_2564.htm?pg=2

ShareonFacebook

ShareonTwitter

Use Video Testimonials to Engage Prospects

Do you use a CRM to manage your potential student inquiries?

NewleadsareenteredintheCRMinrealtime

Stages in the admissions process

Thesearethecommonstageswhichtypical

leadsandapplicationsgothrough

Example of a follow up procedure with new leads

CRM – Leads by Admissions Stages

Using CRM to Establish the ROI of your Digital Marketing

ThisstudentlistwasfilteredbyStage=“StudentStarts”

• Establishyourdigitalmarketingstrategy• Defineyourpersonas• Considermultilingualcampaigns• UseCRMtomanagetheinquiryconversionprocess

• Measureyourresultsandcontinuouslyimprove

Conclusion

I’m easy to reach at:

Philippe Taza

Tel: 514-312-3968 ext:104

ptaza@higher-education-marketing.comwww.higher-education-marketing.comhttps://twitter.com/PhilippeTaza

Have questions about this presentation?