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Social media strategies for language schools final july 2019

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Specialized insights and tips for language schools looking to better reach, engage, and convert prospective students on social media channels.

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Social media strategies for language schools final july 2019

  1. 1. Social Media Strategies For Language Schools
  2. 2. • Social media strategy basics • Defining your international personas • Creating social media content for an international audience • Multilingual social media advertising • Measuring the success of your social media campaigns Today’s Presentation
  3. 3. Benefits of Social Media Marketing for Schools
  4. 4. Social Media is a Global Phenomenon Wearesocial.com
  5. 5. Social media… • amplifies your school’s brand • provides an engaging community for your followers • helps promote your content • supports SEO AND • helps people make decisions Social Media as a Decision Engine in Education www.chegg.com
  6. 6. Core Elements of a Social Media Strategy
  7. 7. Start by Defining Your International Personas Segment prospects by: program, level, source country, etc. & Research their distinct characteristics
  8. 8. Consolidate Data into Profiles PROSPECTIVE INTERNATIONAL STUDENT
  9. 9. Tap Into Common Interests, Goals, and Desires
  10. 10. Address Common Pain Points
  11. 11. Develop Key Messages
  12. 12. Use Personas to Focus Your Social Initiatives
  13. 13. • Choose The Right Platforms • Post at the right time of day • Consider multilingual content • Use a mix of different content types Social Media Tactics for International Audiences
  14. 14. #1 Social Networks Around the World vincos.it
  15. 15. Post When International Prospects are Online Software like HubSpot allows you to schedule your posts in advance to maximize engagement
  16. 16. Should You Post in Different Languages? English Spanish
  17. 17. Include Translations on Instagram Posts English English & Portuguese
  18. 18. Use Visual Posts with Simple Language
  19. 19. Creating Social Media Content for Each Stage of the Booking Journey
  20. 20. The Awareness Stage
  21. 21. Social Media Content Ideas for The Awareness Stage • Share website content to drive prospects to your site • Showcase your location as a study destination • Highlight tourist attractions, trips and activities • Use popular hashtags to increase your visibility • Create Stories
  22. 22. Share Your Website Content on Social Media Publish content on your website Share on Facebook Share on Twitter
  23. 23. Showcase Your Location as a Study Destination What can your city offer that nowhere else can?
  24. 24. Feature Photos From Trips and Activities
  25. 25. Use Popular #Intled Hashtags Hashtag campaigns like #weareinternational and #youarewelcomehere have become popular across the international education community Consider: #ForeignLanguage
  26. 26. Why Use Stories? Source: MediaKix “The Stories format is on a path to surpass feeds as the primary way people share things with their friends sometime next year.” Facebook Chief Product Officer Chris Cox, 2018
  27. 27. Stories On Facebook and Instagram Stories combine text, visuals and effects into a scrolling slideshow
  28. 28. Add CTAs, Polls, Questions to Encourage Engagement Poll Fillable Q&A
  29. 29. Creating Social Media Content for The Consideration Stage
  30. 30. Social Media Content Ideas for The Consideration Stage • Focus on preparing students for study/travel • Offer online campus tours for international students • Stream live tours/Q&As for prospects • Use direct messaging to respond to inquiries
  31. 31. Offer Tips for Study and Travel Use universal visuals to aid understanding
  32. 32. Video Campus Tours on Social Media International students don’t get the chance to visit your school before booking. Virtual tours can give them a window into what to expect.
  33. 33. Stream Live Tours and Q&As from Your School Answer questions from your prospective students in real time
  34. 34. Direct Messaging (DM) for International Prospects Include DM info on your website Top DM Apps 1. WhatsApp 2. FB Messenger 3. Viber 4. WeChat
  35. 35. Connect with Facebook Users on Messenger
  36. 36. Creating Social Media Content for The Decision Stage
  37. 37. Social Media Content Ideas for The Decision Stage • Offer ‘social proof’ to gain an edge on your competitors • Encourage your current students to leave reviews • Focus on more direct content that drives students towards booking
  38. 38. Use Student Testimonials as Social Proof
  39. 39. Encourage Graduates to Leave Reviews on Facebook & Google Make an effort to respond to both positive and negative reviews on Facebook
  40. 40. Drive Students Towards Booking on Social Remind prospects about upcoming start dates and booking deadlines
  41. 41. Creating Social Media Content for Enrolled Students
  42. 42. Social Media Content for Enrolled Students • Provide helpful local info for your current students • Feature them in your posts • Encourage them to share photos through contests
  43. 43. Post Helpful Local Info for Your Current Students
  44. 44. Put Your Current Students Front and Centre Feature current students from the countries and regions you are targeting
  45. 45. Build Your Brand with Simple Social Contests
  46. 46. Planning Your Social Media Advertising • Social Ads: engagement vs conversions • In English or the local language? • Can your team follow up with inquiries in the local languages? • What social network should I use? • Where do I send my ad traffic (when they click)?
  47. 47. Social Engagement vs Conversions
  48. 48. Facebook Ads Can Drive Inquiries
  49. 49. Desktop View Mobile View 49 Use Responsive Landing Pages for Your Campaigns
  50. 50. Use Detailed Targeting to Reach Your Prospects
  51. 51. Choose Your Ad Placement Newsfeed Mobile Newsfeed Desktop Messenger
  52. 52. 52 It All Comes Down to Measurement • What kind of ROI are you getting from social media ads? • How well do your social channels drive traffic to your website? • How visible is your social presence in your target market? • Are your social media posts performing? Your social media data can help you answer all of these questions.
  53. 53. 53 Monitor the Performance of Your Ads by Placement
  54. 54. Integrate your Social Ads to your CRM
  55. 55. Measure the Social Activity Directed to Your Website
  56. 56. Review Your Facebook Reach by Location
  57. 57. 57 Recap • Align your social media strategy with your target personas • Think carefully about your choice of channels, language, and post schedule • Create social content for every stage of the booking journey • Supplement your organic efforts with paid social advertising • Measure your results for continuous improvement
  58. 58. I’m easy to reach at: www.higher-education-marketing.com Have questions about this presentation? Scott Cross 514-312-3968 x 117 scross@higher-education-marketing.com