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Increasing direct inquiries with digital marketing for language school recruitment
1. Philippe Taza CEO
Higher Education Marketing
ptaza@higher-education-marketing.com
Increasing Direct Inquiries
with Digital Marketing for
Language School
Recruitment
2. • Plan your Strategy
• Develop personas
• Agents vs. Digital Marketing (Direct)
• Common direct inquiry channels
• Understanding the direct funnel
• Inquiry conversion basics
Today’s Presentation
5. Understanding the different channels:
Agents vs. Digital Marketing
Digital marketing generates both
inquiries and student applications
Agents activity typically generates
student applications
Following up with inquiries is a different
process than processing applications
6. • Today’s typical prospective students are digitally literate,
informed and engaged
• They expect consistent messaging & outreach tailored to their
interests, goals, & concerns
• Students want an open window into your school’s mission and
rather than overt self-promotion/selling
• Meaningful dialogue and relationship-buildingwith your
school community, from their first encounter, to enrollment,
and beyond
7. Persona Development: Identify your Target
Audience(s)
Segment prospects by: program, level, source country, language, etc. &
research their distinct characteristics:
8. Persona Development: Research Tools
1. Survey your admissions & recruitment team for their insights
2. Survey/poll your students & alumni directly
3. Use journey-mapping/heat-mapping to track key touchpoints
4. Conduct market research to better understand what is impacting
decision-making
14. Use Calls to action to capitalize on your
web traffic
This home page has 4 calls to action:
Apply online, contact us, download brochure, test your English
15.
16. • Organic Search: SEO Traffic from search engines
• Email: links in email campaigns
• Direct: users enter the URL directly in the browser
• Referral: traffic from other sites yours is linked on
• Social: Facebook, Twitter, LinkedIn, etc.
• Paid Search: Google AdWords, Bing ads, etc.
• Display: other forms of paid advertising
What are the main Channels?
17. The Channel Report
The Channels report under Acquisition, gives you macro level insights into the various
channels you are using to attract traffic to your website.
24. What is SEO (Organic Search)?
• The processof optimizing
website content, design, &
performanceto generate visitor
traffic from “organic” (versus
paid) searchengine results
• SEO is vital for ensuringyour
content andwebsite get found
online by prospective students
26. Apply On Page SEO Best Practices to Your
Web Pages
• Add keywords in the title
and URL
• Use tags & titles for your
images
• Link to relevant internal
pages using targeted
keywords
• Add a meta description
• Be mobile friendly
28. Year over year comparison is very useful to measure the health of your
SEO Traffic and conversions from that channel
Measuring your SEO Efforts Year over Year
29. Evaluate your Organic Search Queries
https://www.google.com/webmasters/tools/search-analytics
30.
31. Some questions before getting started
• Should you run your campaigns in English or in
the local language?
• Do you have the internal resources to follow
up with inquiries that come-in from the local
languages?
• What network should you use to reach your
potential students: Google, Facebook, Baidu,
etc.?
• To which page should you direct users to?
34. Organize your Campaign by keywords for
maximum results
Organize the ad groups by keyword.
This process helps streamline the ad creation process and
provides better results
43. Social Content Sharing Workflow
Publish content on your website
http://www.oncampus.global/news,3-useful-ways-
students-in-pathways-in-the-usa-can-improve-their-
english-skills_2564.htm?pg=2
Share on Facebook
Share on Twitter
52. I’m easy to reach at:
Philippe Taza
Tel: 514-312-3968 ext:104
ptaza@higher-education-marketing.com
www.higher-education-marketing.com
https://twitter.com/PhilippeTaza
Have questions about this presentation?