how to generate more international direct inquiries from your … · 2015-05-19 · how to generate...

Philippe Taza CEO

Higher Education Marketing

ptaza@higher-education-marketing.com

How to Generate More International Direct Inquiries from your Online Presence

• 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

• 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?

Where do International Students Come From?

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/

<link rel=”alternate” href=”http://ca.example.com” hreflang=”en-ca” /> English in Canada<link rel=”alternate” href=”http://it.example.com/” hreflang=”it-it” /> Italian in Italy<link rel=”alternate” href=”http://mx.example.com/” hreflang=”es-mx” /> Spanish in Mexico

International Targeting - Language

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

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

http://ca.example.com/ Target Canadahttp://it.example.com/ Target Italyhttp://mx.example.com/ Target Mexico

International Targeting - Country

International Search Queries

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

https://www.moz.com/

Monitor your Keyword Rankings by Country

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

Plan for search globally, target locally

Monitor your SEO Results Year over Year

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

Why Invest in Content Marketing?

Plan your Content with this Checklist

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

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

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

Use Video Testimonials to engage prospects

Use a Video Contest to Generate Inquiries

http://contest.greystonecollege.com/

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

Use Virtual Tours

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

Social Media Platform Use by Int. Students

Social Media Baseline

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.youtube.com/watch?v=FSS8v8eH9GA

Why Mobile Marketing? Google Education Search Analysis

• 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

ptaza@higher-education-marketing.comwww.higher-education-marketing.comhttps://twitter.com/PhilippeTaza

Have Questions About how to generate more inquiries?