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Social media strategies for language schools final july 2019

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Higher Education Marketing
Higher Education Marketing

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
• 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
Benefits of Social Media Marketing for Schools
Social Media is a Global Phenomenon Wearesocial.com
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
Core Elements of a Social Media Strategy
Start by Defining Your International Personas Segment prospects by: program, level, source country, etc. & Research their distinct characteristics
Consolidate Data into Profiles PROSPECTIVE INTERNATIONAL STUDENT
Tap Into Common Interests, Goals, and Desires
Address Common Pain Points
Develop Key Messages
Use Personas to Focus Your Social Initiatives
• 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
#1 Social Networks Around the World vincos.it
Post When International Prospects are Online Software like HubSpot allows you to schedule your posts in advance to maximize engagement
Should You Post in Different Languages? English Spanish
Include Translations on Instagram Posts English English & Portuguese
Use Visual Posts with Simple Language
Creating Social Media Content for Each Stage of the Booking Journey
The Awareness Stage
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
Share Your Website Content on Social Media Publish content on your website Share on Facebook Share on Twitter
Showcase Your Location as a Study Destination What can your city offer that nowhere else can?
Feature Photos From Trips and Activities
Use Popular #Intled Hashtags Hashtag campaigns like #weareinternational and #youarewelcomehere have become popular across the international education community Consider: #ForeignLanguage
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
Stories On Facebook and Instagram Stories combine text, visuals and effects into a scrolling slideshow
Add CTAs, Polls, Questions to Encourage Engagement Poll Fillable Q&A
Creating Social Media Content for The Consideration Stage
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
Offer Tips for Study and Travel Use universal visuals to aid understanding
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.
Stream Live Tours and Q&As from Your School Answer questions from your prospective students in real time
Direct Messaging (DM) for International Prospects Include DM info on your website Top DM Apps 1. WhatsApp 2. FB Messenger 3. Viber 4. WeChat
Connect with Facebook Users on Messenger
Creating Social Media Content for The Decision Stage
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
Use Student Testimonials as Social Proof
Encourage Graduates to Leave Reviews on Facebook & Google Make an effort to respond to both positive and negative reviews on Facebook
Drive Students Towards Booking on Social Remind prospects about upcoming start dates and booking deadlines
Creating Social Media Content for Enrolled Students
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
Post Helpful Local Info for Your Current Students
Put Your Current Students Front and Centre Feature current students from the countries and regions you are targeting
Build Your Brand with Simple Social Contests
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)?
Social Engagement vs Conversions
Facebook Ads Can Drive Inquiries
Desktop View Mobile View 49 Use Responsive Landing Pages for Your Campaigns
Use Detailed Targeting to Reach Your Prospects
Choose Your Ad Placement Newsfeed Mobile Newsfeed Desktop Messenger
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 Monitor the Performance of Your Ads by Placement
Integrate your Social Ads to your CRM
Measure the Social Activity Directed to Your Website
Review Your Facebook Reach by Location
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
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
Social media strategies for language schools final july 2019

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Social media strategies for language schools final july 2019

  • 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. Benefits of Social Media Marketing for Schools
  • 4. Social Media is a Global Phenomenon Wearesocial.com
  • 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. Core Elements of a Social Media Strategy
  • 7. Start by Defining Your International Personas Segment prospects by: program, level, source country, etc. & Research their distinct characteristics
  • 8. Consolidate Data into Profiles PROSPECTIVE INTERNATIONAL STUDENT
  • 9. Tap Into Common Interests, Goals, and Desires
  • 12. Use Personas to Focus Your Social Initiatives
  • 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. #1 Social Networks Around the World vincos.it
  • 15. Post When International Prospects are Online Software like HubSpot allows you to schedule your posts in advance to maximize engagement
  • 16. Should You Post in Different Languages? English Spanish
  • 17. Include Translations on Instagram Posts English English & Portuguese
  • 18. Use Visual Posts with Simple Language
  • 19. Creating Social Media Content for Each Stage of the Booking Journey
  • 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. Share Your Website Content on Social Media Publish content on your website Share on Facebook Share on Twitter
  • 23. Showcase Your Location as a Study Destination What can your city offer that nowhere else can?
  • 24. Feature Photos From Trips and Activities
  • 25. Use Popular #Intled Hashtags Hashtag campaigns like #weareinternational and #youarewelcomehere have become popular across the international education community Consider: #ForeignLanguage
  • 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. Stories On Facebook and Instagram Stories combine text, visuals and effects into a scrolling slideshow
  • 28. Add CTAs, Polls, Questions to Encourage Engagement Poll Fillable Q&A
  • 29. Creating Social Media Content for The Consideration Stage
  • 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. Offer Tips for Study and Travel Use universal visuals to aid understanding
  • 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. Stream Live Tours and Q&As from Your School Answer questions from your prospective students in real time
  • 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. Connect with Facebook Users on Messenger
  • 36. Creating Social Media Content for The Decision Stage
  • 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. Use Student Testimonials as Social Proof
  • 39. Encourage Graduates to Leave Reviews on Facebook & Google Make an effort to respond to both positive and negative reviews on Facebook
  • 40. Drive Students Towards Booking on Social Remind prospects about upcoming start dates and booking deadlines
  • 41. Creating Social Media Content for Enrolled Students
  • 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. Post Helpful Local Info for Your Current Students
  • 44. Put Your Current Students Front and Centre Feature current students from the countries and regions you are targeting
  • 45. Build Your Brand with Simple Social Contests
  • 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. Social Engagement vs Conversions
  • 48. Facebook Ads Can Drive Inquiries
  • 49. Desktop View Mobile View 49 Use Responsive Landing Pages for Your Campaigns
  • 50. Use Detailed Targeting to Reach Your Prospects
  • 51. Choose Your Ad Placement Newsfeed Mobile Newsfeed Desktop Messenger
  • 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 Monitor the Performance of Your Ads by Placement
  • 54. Integrate your Social Ads to your CRM
  • 55. Measure the Social Activity Directed to Your Website
  • 56. Review Your Facebook Reach by Location
  • 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. 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