This presentation gives some tips and tricks for language schools student recruitment on how to increase direct inquiries with digital marketing.

1. Philippe Taza CEO
Higher Education Marketing
ptaza@higher-education-marketing.com
Increasing Direct Inquiries
with Digital Marketing for
Language School
Recruitment

2. • Plan your Strategy
• Develop personas
• Agents vs. Digital Marketing (Direct)
• Common direct inquiry channels
• Understanding the direct funnel
• Inquiry conversion basics
Today’s Presentation

4. International Recruitment Options

5. Understanding the different channels:
Agents vs. Digital Marketing
Digital marketing generates both
inquiries and student applications
Agents activity typically generates
student applications
Following up with inquiries is a different
process than processing applications

6. • Today’s typical prospective students are digitally literate,
informed and engaged
• They expect consistent messaging & outreach tailored to their
interests, goals, & concerns
• Students want an open window into your school’s mission and
rather than overt self-promotion/selling
• Meaningful dialogue and relationship-buildingwith your
school community, from their first encounter, to enrollment,
and beyond

7. Persona Development: Identify your Target
Audience(s)
Segment prospects by: program, level, source country, language, etc. &
research their distinct characteristics:

8. Persona Development: Research Tools
1. Survey your admissions & recruitment team for their insights
2. Survey/poll your students & alumni directly
3. Use journey-mapping/heat-mapping to track key touchpoints
4. Conduct market research to better understand what is impacting
decision-making

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

10. Persona Development:
Addressing Common Challenges

11. Persona Development:
Define Keywords

12. Persona Development:
Define your Social Media Channels

13. How Digital Marketing Attracts New
Students

14. 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

16. • Organic Search: SEO Traffic from search engines
• Email: links in email campaigns
• Direct: users enter the URL directly in the browser
• Referral: traffic from other sites yours is linked on
• Social: Facebook, Twitter, LinkedIn, etc.
• Paid Search: Google AdWords, Bing ads, etc.
• Display: other forms of paid advertising
What are the main Channels?

17. The Channel Report
The Channels report under Acquisition, gives you macro level insights into the various
channels you are using to attract traffic to your website.

18. Implement a Google Analytics measurement
plan

19. Use Dashboards to report on your
measurement plan

20. Agent Dashboard

21. Digital Marketing Dashboard - Leads
(Direct)

22. Digital Marketing Dashboard - Applications
(Direct)

24. What is SEO (Organic Search)?
• The processof optimizing
website content, design, &
performanceto generate visitor
traffic from “organic” (versus
paid) searchengine results
• SEO is vital for ensuringyour
content andwebsite get found
online by prospective students

25. Keyword Research

26. Apply On Page SEO Best Practices to Your
Web Pages
• Add keywords in the title
and URL
• Use tags & titles for your
images
• Link to relevant internal
pages using targeted
keywords
• Add a meta description
• Be mobile friendly

27. On Page SEO Improves Your Rankings

28. 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

29. Evaluate your Organic Search Queries
https://www.google.com/webmasters/tools/search-analytics

31. Some questions before getting started
• Should you run your campaigns in English or in
the local language?
• Do you have the internal resources to follow
up with inquiries that come-in from the local
languages?
• What network should you use to reach your
potential students: Google, Facebook, Baidu,
etc.?
• To which page should you direct users to?

32. Use Your Personas to Localize Your Campaigns

33. Organize your campaigns by country and
language

34. 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

35. Facebook Ads that drive inquiries

36. Separate your Facebook Initiatives with the
Campaign URL Builder

37. Campaign URL Builder
https://ga-dev-tools.appspot.com/campaign-url-builder/

38. Use Responsive Landing Pages for your
campaigns
Desktop View
Mobile View

40. Social media amplifies your brand, provides communities for engaging
personas, helps promote your content, & supports SEO
Social Media Strategy & Development
http://edu.chegg.com/mobilizing-admissions-the-
2016-social-admissions-report/

41. Create targeted posts that appeal directly to
students’ motivations

42. Use Personas to Focus You Social Initiatives

43. Social Content Sharing Workflow
Publish content on your website
http://www.oncampus.global/news,3-useful-ways-
students-in-pathways-in-the-usa-can-improve-their-
english-skills_2564.htm?pg=2
Share on Facebook
Share on Twitter

44. Use Video Testimonials to Engage Prospects

46. Do you use a CRM to manage your
potential student inquiries?
New leads are entered
in the CRM in real time

47. Stages in the admissions process
These are the common stages which typical
leads and applications go through

48. Example of a follow up procedure with new
leads

49. CRM – Leads by Admissions Stages

50. Using CRM to Establish the ROI of your
Digital Marketing
This student list was filtered by Stage = “Student Starts”

51. • Establish your digital marketing strategy
• Define your personas
• Consider multilingual campaigns
• Use CRM to manage the inquiry conversion
process
• Measure your results and continuously improve
Conclusion

52. I’m easy to reach at:
Philippe Taza
Tel: 514-312-3968 ext:104
ptaza@higher-education-marketing.com
www.higher-education-marketing.com
https://twitter.com/PhilippeTaza
Have questions about this presentation?