Hi everyone! We’re starting the week off with more insights from our Schools & Agents Bulletin. This time Bernice talks about the importance of understanding your target audience in order to create a successful digital marketing campaign for your international school, agency or organisation. Here are the main points to remember. 

Who exactly are you targeting?

Before starting your digital marketing campaign you need to know exactly who your target audience is. This information will help you determine two key elements – the messaging you use and the platforms you share it on. So, for example, are you trying to attract students, their parents or international agents with your campaign? 

Is your content relevant?

Once you’ve established who you’re targeting, you can focus on creating content that is relevant to their needs. For instance, content aimed at international students should be completely different to that used for targeting parents. Whereas students need to feel excitement about the prospect of joining your school, parents need to be reassured that they’re making the right choice, for example, through content that provides additional information and student testimonials. 

Are you using the right platforms?

Your content also needs to be shared across relevant channels. Social media marketing is one of the best ways to ensure you reach a wider audience, but not every age group uses the same platform. For example, if you are targeting students between the ages of 18-25, you’re likely to find them on TikTok, whilst older audiences are generally more active on Facebook. Do your research on this to ensure your campaigns are as targeted as possible. 

That’s all for now, but stay tuned for more tips coming soon. Until then, don’t hesitate to reach out to Schools & Agents for any support in creating a winning digital marketing strategy for your international education business. 

Written by Stephanie Clark