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How to Tuesday: 5 Steps to a Winning Digital Marketing Strategy for International Student Recruitment

  Publisher : Stephanie Clark   11 June 2024 06:50

With the right approach to digital marketing, schools, universities and agencies can reach prospective students worldwide, showcase their offerings, and boost international enrollments. But what’s the best way to go about it? Here we outline the five main steps to a winning digital marketing strategy for recruiting international students.

Step 1: Define your target audience and markets

The first key step is identifying your key target countries and student segments. Research factors like demographics, cultural norms, popular platforms, and decision-making influences. These insights will guide your messaging, channels, and overall approach for different markets. But remember not to spread yourself too thin – focus on your highest-priority regions.

2. Optimise your website for international SEO

Next, focus on your website – one of the first touchpoints for international students. Ensure it follows international SEO best practices, like:

  • Translating key content into target languages
  • Using location-specific subdomains or directories 
  • Optimising page speed and mobile experience
  • Earning backlinks from authoritative partner websites

A well-optimised site will boost your visibility in international search results.

3. Utilise PPC ads and retargeting

Paid advertising allows you to instantly get in front of your target audiences. Use pay-per-click (PPC) ads on search engines and social media platforms to drive traffic, and implement retargeting to re-engage website visitors who don’t convert immediately. With enticing offers and messaging, you can nurture international prospects until they’re ready to apply.

4. Create share-worthy social media content

Post frequently on platforms popular with prospective international students, like YouTube, Instagram, and TikTok to showcase your institution’s personality and differentiate your brand. Share student stories, campus tours, programme previews, and more to spark interest and engagement.

5. Assess and enhance your strategy 

Finally, use tools like Google Analytics to continually measure your performance. Identify which channels, messaging, and content types drive the most enquiries and enrollments from each region. Then, keep persisting with your most effective tactics, while adapting the rest.

Use this step-by-step guide to craft a high-impact digital marketing strategy to win over international students and agents. And if you’d like more professional insight, reach out to Schools & Agents for international education marketing expertise.

Written by Stephanie Clark

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