How to Generate More International Direct Inquiries from your · PDF file...

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  • Philippe Taza CEO

    Higher Education Marketing

    [email protected]

    How to Generate More International Direct Inquiries from your Online Presence

    mailto:[email protected]

  • • Define your international student recruitment strategy

    • Establish your website’s current international inquiry generation activity

    • Expand your SEO

    • Develop website content

    • The international student is mobile

    • PPC advertising

    • Social media

    • Priorities and recommendations

    Today’s Presentation

  • http://wenr.wes.org/2014/10/bridging-the-digital-divide-segmenting-and-recruiting-international-millennial-students/

    WES 2014 Report

    http://wenr.wes.org/2014/10/bridging-the-digital-divide-segmenting-and-recruiting-international-millennial-students/

  • • What international markets do you want to target

    • What languages do you need to support

    • Which personas are you targeting

    • What marketing channels are best to reach that persona

    • What are your goals

    Define Your International Strategy

  • International Student Recruitment Channels

  • Define your Goals with this Checklist

  • http://www.uis.unesco.org/Education/Pages/international-student-flow-viz.aspx

    Where do International Students Come From?

    http://www.uis.unesco.org/Education/Pages/international-student-flow-viz.aspx

  • Where do International Students Come From?

    http://www.uis.unesco.org/Education/Pages/international-student-flow-viz.aspx

    http://www.uis.unesco.org/Education/Pages/international-student-flow-viz.aspx

  • Filter Only International Traffic

  • International Traffic By Country

  • Track International Inquiries and Applications with Goals

  • Measure International Conversions by Country

  • Understand you International Traffic by Channel

  • • Identify new international keywords • Use the correct information architecture • Use international targeting

    in Webmaster tools • Translate and optimize

    Start with SEO

  • • Enter keywords that describe your school and programs

    • Select the location (s) you are interested in targeting

    • Select the language (s) you are planning to target

    • Use search volume as an indicator of popularity

    Keyword Research

  • Keyword Research

  • https://www.google.com/webmasters/

    English in Canada Italian in Italy Spanish in Mexico

    International Targeting - Language

    https://www.google.com/webmasters/ http://ca.example.com/ http://it.example.com/ http://mx.example.com/

  • https://www.google.com/webmasters/

    Set in Webmaster Tools 1 profile and Country Target per Subdomain:

    http://ca.example.com/ Target Canada http://it.example.com/ Target Italy http://mx.example.com/ Target Mexico

    International Targeting - Country

    https://www.google.com/webmasters/ http://ca.example.com/ http://it.example.com/ http://mx.example.com/

  • International Search Queries

    https://www.google.com/webmasters/

    https://www.google.com/webmasters/

  • https://www.moz.com/

    Monitor your Keyword Rankings by Country

    https://www.moz.com/

  • For country specific data: http://ptgmedia.pearsoncmg.com/images/9780789747884/supplements/9780789747884_appC.pdf

    Plan for search globally, target locally

    http://ptgmedia.pearsoncmg.com/images/9780789747884/supplements/9780789747884_appC.pdf

  • Monitor your SEO Results Year over Year

  • http://zorpia.club/tag/content-marketing-strategy/

    Why Invest in Content Marketing?

    http://zorpia.club/tag/content-marketing-strategy/

  • Plan your Content with this Checklist

    http://landing.higher-education-marketing.com/content-marketing-assessment

    http://landing.higher-education-marketing.com/content-marketing-assessment

  • Develop Multi-language Content

  • http://international.humber.ca/study-in-canada/country/brazil.html

    Develop Content for Target Countries

    http://international.humber.ca/study-in-canada/country/brazil.html

  • Make Multi-language Advisors Available

  • Use Online Chat to Talk with Prospects

  • Offer Skype Sessions

  • http://www.albertcollege.ca/Japan.aspx

    Use Video Testimonials to engage prospects

    http://www.albertcollege.ca/Japan.aspx

  • https://www.youtube.com/user/FulfordAcademy

    Use Video Testimonials to engage prospects

    https://www.youtube.com/user/FulfordAcademy

  • Use a Video Contest to Generate Inquiries

    http://contest.greystonecollege.com/

    http://contest.greystonecollege.com/

  • http://www.stgiles-international.com/virtual-tours/st-giles-vancouver/vancouver-classroom2/index.html

    Use Virtual Tours

    http://www.stgiles-international.com/virtual-tours/st-giles-vancouver/vancouver-classroom2/index.html

  • • Adapts to students communication lifestyle

    • Enables faster communications across geographic boundaries

    • Cost effectiveness communications

    • Often in local language

    • Enables virtual communities

    http://www.aieaworld.org/assets/docs/Issue_Briefs/social_media_recruitment_issue_brief2013march.pdf

    Why Social Media in International Recruitment?

    http://www.aieaworld.org/assets/docs/Issue_Briefs/social_media_recruitment_issue_brief2013march.pdf

  • http://www.nacacnet.org/events/ExecutiveVirtualForums/Documents/Social%20Media%20and%20International%20Student%20Recruitment.pdf

    Social Media Platform Use by Int. Students

    http://www.nacacnet.org/events/ExecutiveVirtualForums/Documents/Social Media and International Student Recruitment.pdf

  • Social Media Baseline

    http://offers.hubspot.com/thank-you/social-media-benchmarks-report

    http://offers.hubspot.com/thank-you/social-media-benchmarks-report

  • Organize Social Media Campaigns Off your Site

  • Promote your Content

  • Measure Social Media Inquiries

  • Use International Student Ambassadors

  • https://www.google.com/webmasters/tools/mobile-friendly/

    Mobilegeddon

    https://www.google.com/webmasters/tools/mobile-friendly/

  • https://www.youtube.com/watch?v=FSS8v8eH9GA

    Why Mobile Marketing? Google Education Search Analysis

    https://www.youtube.com/watch?v=FSS8v8eH9GA

  • • 31% mobile traffic

    • 25% of website goals

    Why Mobile?

  • What’s your Mobile Traffic like by Country?

  • • Fast and measurable results

    • Control of the budget and schedule

    • Targeting is tightly focused by

    keywords

    • You pay only for the clicks

    • Get to Google Page 1 immediately

    Use Paid Search to Generate Inquiries

  • What is Pay per Click (PPC)?

  • The 4 Elements of PPC Lead Generation

    The PPC Ad

    The Landing Page The Inquiry

    The Keyword

  • Anatomy of a PPC ad

  • Words of wisdom

  • Set your Country Targeting in Google AdWords

  • Set you Languages in Google AdWords

  • • Be smart about setting your account’s time zone.

    • Target your ads when they are the most effective.

    Use Day Parts in Google Analytics

  • Use Responsive Landing Pages

  • Aligning Your Keywords, Ads and Landing Pages

  • Variation Original

    Run A/B Tests

  • Optimizing Conversions with A/B Testing

  • • Identify Benchmarks, set new Goals

    • Invest in SEO

    • Develop content aimed at international students

    • Get mobile NOW!

    • Integrate social media and online communications

    • Use international PPC lead gen campaigns

    • Follow up with your leads!

    Priorities and Recommendations

  • • I’m easy to reach at:

    Philippe Taza

    Tel: 514-312-3968 ext:104

    [email protected] www.higher-education-marketing.com https://twitter.com/PhilippeTaza

    Have Questions About how to generate more inquiries?

    mailto:[email protected] http://www.higher-education-marketing.com/ https://twitter.com/PhilippeTaza