Effective online marketing to recruit prospective language learners. Rob Jansen & Joss Frimond
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1 Effective online marketing to recruit prospective language learners Rob Jansen & Joss Frimond
2 3 TAKEAWAYS 1. How students can find you Which recruitment channels can you use? What are their pros and cons? 2. How to compare apples with pears Measure & compare the results of your recruitment activities 3. How online strengthens offline Online methods to measure and reinforce offline activities STUDYPORTALS 2
3 THE CONFUSED.COM FOR EDUCATION STUDYPORTALS 3
4 STUDYPORTALS STUDYPORTALS 4
5 STUDYPORTALS 5
6 HOW TO REACH YOUR AUDIENCE? STUDYPORTALS 6
7 RECRUITMENT FUNNEL Double the conversion Double the outcome Double the inflow Double the outcome ALL PROSPECTIVE STUDENTS ACROSS THE GLOBE STUDYPORTALS 8
8 STUDENTS USE MULTIPLE CHANNELS STUDYPORTALS 9
9 RETURN ON INVESTMENT (ROI) Return On Investment (ROI) Profits in relation to capital invested ROI in education Student revenue vs. recruitment cost STUDYPORTALS 10
10 ROI - EXAMPLE Agent with 25% commission 1,200 tuition fee * 25% = 300 per enrolment Study choice website with 1% conversion 2 * 100 interested students = 200 per enrolment STUDYPORTALS 11
11 MEASURE WITH GOOGLE ANALYTICS Count visitor numbers Track visitor sources Breakdown visitor geography Track visitors behavior on your website Track visitor conversions on your website into leads (brochure downloads, requests for information, applications, etc.) Optimise your website and online marketing campaigns and therefore calculate ROI much better! STUDYPORTALS 12
12 GOOGLE ANALYTICS - DASHBOARD STUDYPORTALS 13
13 MEASURE OFFLINE ROI ONLINE! Measure online recruitment activities is more reliable and easier but you can measure traffic and conversion of unique links Create specific links for your (agent s) brochure Create specific links for event STUDYPORTALS 14
14 MEASURE OFFLINE ROI ONLINE! Traffic STUDYPORTALS 15
15 ONLINE STRENGTHENS OFFLINE Students will check your website as part of their decision-making Increase in direct bookings ánd agent bookings Online targeted bannering to recruit for events STUDYPORTALS 16
16 SUMMARY 1. How students can find you Understand the recruitment funnel Understand pros and cons of different channels 2. How to compare apples with pears Measure your Return On Investment for each channel Use tools to track visits and conversion on your website 3. How online strengthens offline Measure offline online Good online presence strengthens both direct AND agent bookings STUDYPORTALS 17
17 STUDYPORTALS 18
18 WEB MARKETING FOR YOUR LANGUAGE SCHOOL
19 1. How do I get potential learners to our site?
20 1. How do I get potential learners to our site?
21 Shareable Content Sharing # Shares # Backlinks Backlinks Page & Trust Rank Higher keyword rankings
22
23 Longtail Keywords + Targeted Ads + Good Landing Page C.T.R. Quality score # Conversions
24
25 # visitors / week 3. How do we convert them into clients?
26 2. How do I get potential learners to contact us?
27 Slow sell
28 Be generous
29
30 # Forms Filled in # Subscribers Segmentation (age, location, native language) % clicks /
31 Fast sell
32 Improve your callsto-action
33 Heat Map
34 # leads / week 3. How do we convert them into clients?
35 3. How do we convert them into enrolments?
36 Asynchronous v Synchronous communication
37 Asynchronous =
38 Templates Response Time
39 Synchronous = Livechat and Telephone
40 % Conversion rates % Follow-up / Quote % Renewals
41 # visitors # Shares C.T.R. # Forms Filled in # Subscribers % clicks / % Follow-up / Quote Quality score % Renewals # Backlinks % Conversion rates # Conversions/LP Response Time Page & Trust Rank
42 THANK YOU!
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