In the international education industry, effectively connecting with students from diverse backgrounds is crucial to your school or agency’s success. But one common pitfall establishments face is a lack of cultural sensitivity in their marketing and content. Let’s explore how factoring in cultural sensitivity can improve your digital marketing efforts.

Tailor content to regional preferences

What resonates with students in one country may fall flat in another. For example, an agency targeting students in the Middle East may find that using bright, vibrant imagery resonates better than the more muted palettes preferred in parts of East Asia. Or a university highlighting individualistic values in their messaging could miss the mark with students from more collectivist cultures. Conduct thorough research into the cultural norms, values, and communication styles of your target markets so that you can create localised content that truly speaks to your international audience.

Build trust through empathy

When international students see that you have made an effort to understand their cultural backgrounds, it builds a strong foundation of trust. For instance, if your establishment is celebrating any cultural events, such as Lunar New Year or Eid, share photos and videos on social media and your website to showcase this cultural inclusivity. The same goes for imagery of students from various backgrounds – the more inclusive your content, the more inclined students will be to enrol.

Spend time researching 

The key is to do your homework. Take the time to understand the communication styles, values, and content consumption habits of your target markets. Then, create materials that align with these cultural preferences. This will make your messaging feel authentic and empathetic, rather than generic or, worse, insensitive.

Cultural sensitivity is essential for boosting engagement and conversion among international students, so don’t overlook this vital piece of your marketing strategy. Need support strengthening the cultural sensitivity of your digital marketing efforts? Get in touch with us today.

Written by Stephanie Clark