From the awareness stage right up to enrollment, this exclusive webinar walks through each point of the admissions process and shows schools how to craft a social media strategy that effectively generates inquiries and applications.

1. Social Media
Through the
Enrollment
Journey

2. • Social media strategy basics
• Defining your personas
• Creating social media content for your prospective
student audience
• Connecting with your prospects on social media
• Reaching new prospects with paid advertising
• Measuring the success of your social media campaigns
Today’s Presentation

3. Benefits of Social Media Marketing for Schools

4. Social media…
• amplifies your school’s brand
• provides an engaging community for
your followers
• helps promote your content
• supports SEO
• helps people make decisions
Social Media as a Decision Engine in Education
www.chegg.com

5. Core Elements of a Social Media Strategy

6. Poll #1: Social Media Strategy

7. Start by Defining Your Student Personas
Segment prospects by:
● Program
● Level
● Location
● ______________
… and research their distinct
characteristics

8. Consolidate Data into Profiles
PROSPECTIVE INTERNATIONAL STUDENT

9. Tap Into Common Interests, Goals, and Desires
Your persona’s motivations should drive the
messaging of your social media efforts

10. Address Common Pain Points
Focus on overcoming key barriers in the
admissions process

11. Develop Key Messages

12. Use Personas to Focus Your Social Initiatives

13. Creating Social Media Content
for Each Stage of the Admissions Journey

14. Poll #2: Content Creation

15. The Awareness Stage
• Share website content to drive prospects to your site
• Showcase student life on your campus
• Use popular hashtags to increase your visibility
• Create Stories for optimum engagement

16. Share Website Content on Social Media
Publish content on your website
Share on Facebook
Share on
Twitter
Share on LinkedIn

17. Showcase Student Life
Capture events & activities
Highlight student clubs,
groups, & sports teams

18. Use Popular & Relevant Hashtags
Business Schools
Language Schools
Career Colleges
● #mba
● #busedu
● #finance
● #careerteched
● #skilledtrades
● #CTE
● #StudyAbroad
● #LearnEnglish
● #ELS
Use branded hashtags

19. Stories On Facebook and Instagram
Stories combine text,
visuals and effects into a
scrolling slideshow

20. Creating Social Media Content for The Consideration Stage
• Focus on preparing students for their studies
• Offer online campus tours for international students
• Stream live tours/Q&As for prospects
• Use Direct Messaging to respond to inquiries

21. Video Campus Tours on Social Media

22. Stream Live Q&As from Your School
Respond to
prospect’s
questions in
real time

23. Direct Messaging (DM) for International Prospects
Include DM info on your website
Top DM Apps
1. WhatsApp
2. FB Messenger
3. Viber
4. WeChat

24. Connect with Facebook Users on Messenger

25. Creating Social Media Content 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
applying/booking

26. Use Student Success Stories as Social Proof

27. Encourage Grads to Leave Reviews on Facebook & Google
Respond
to both
positive and
negative
reviews

28. Drive Students Towards Booking on Social
Remind
prospects
about
upcoming
events, start
dates, and
deadlines

29. Creating 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

30. Post Helpful Local Info for Your Current Students

31. Put Your Current Students Front and Centre
Share
quotes
&
testimonials
from current
students

32. Build Your Brand with Simple Social Contests

33. Planning Your Social Media Advertising
• Social Ads: Engagement or Conversions
• Who do I target?
• What social network should I use?
• What ad placements should I choose?
• Where do I send my ad traffic (when they click)?

34. Poll #3: Social Media Advertising

35. Measure the Social Activity Directed to Your Website

36. Choose Your Ad Placement
Newsfeed Desktop MessengerNewsfeed Mobile

37. 37
Monitor the Performance of Your Ads by Placement

38. Facebook Ads Can Drive Inquiries

39. Review Your Facebook Reach by Location

40. Use Detailed Targeting to Reach Your Prospects

41. Poll #4: Account Optimization

42. Social Engagement vs Conversions

43. Integrate your Social Ads to your CRM

44. 44
Recap
• Align your social media strategy with your target personas
• Think carefully about your channels and post schedule
• Create social content for every stage of the admissions journey
• Supplement your organic efforts with paid social advertising
• Measure your results for continuous improvement

45. HEM helps schools develop an effective social media
strategy. Our social media services include:
● Social Media Strategy
● Writing Blogs & Social Media
● Ad Campaign & Landing Pages
● SEO
● CRM & Data Measurement
Our Work
We can help your school, too!

46. Katharina Benecke
Get Your Free Consultation!
Archie Pollock
European Client Representative
UK Client Representative
archie@higher-education-marketing.com
katharina@higher-education-marketing.com
Tel: +44 7957974939
Tel: +34 681 129 792

47. Scott Cross
North America Client Representative
scross@higher-education-marketing.com
514-312-9048
Get Your Free Consultation!