Ibrahim Gardner
Marketing to international students is a highly competitive field, with universities worldwide vying for a diverse student body. To stand out, institutions must adapt their marketing strategies to appeal to an increasingly globalised audience. This involves creating a welcoming, friendly image, showcaseing the university's unique ethos and values, and emphasising the support available for international students. A strong online presence is key, with visually appealing, multilingual websites and targeted digital advertising campaigns. Peer-to-peer connections are vital, with current international students sharing their authentic experiences and success stories. Universities must also consider cultural differences in their marketing materials and address the specific concerns of international students, such as employment barriers and social integration.
| Characteristics | Values |
|---|---|
| Internationalization as part of the institution's overarching strategy | Forging strategic partnerships with international organizations, such as study abroad programs, to boost the institution's global brand |
| Website optimization | Creating international sections with different languages and regions, using top-level folders, subdomains, or micro-sites |
| Cost-effective advertising | Pay-Per-Click (PPC) advertising |
| Targeted marketing | Focus on specific markets, languages, and cultures; use email workflows for personalized engagement and automation |
| Alumni engagement | Building strong relationships with alumni to increase visibility and reputation among international students |
| Social media presence | Utilizing popular social networks in target countries for targeted digital advertising |
| Student community | Providing social activities, facilities, and faith provisions to foster a sense of belonging and showcase a welcoming environment |
| Student support | Offering career workshops, internship opportunities, and guidance on work authorization and visa regulations |
| Visual content | Using infographics and videos to boost engagement and showcase campus life |
| Global curriculum | Promoting cross-cultural curriculum and support systems to make international students feel at home |
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What You'll Learn
- Utilise video to showcase your campus, faculty, programs and students
- Create a strong online presence with SEO and targeted digital advertising
- Optimise your website for different markets, languages and cultures
- Share success stories from current students and alumni
- Build relationships with alumni to increase visibility and reputation
Utilise video to showcase your campus, faculty, programs and students
Video is a powerful medium to showcase your campus, faculty, programs, and students to international students. It helps you communicate your brand and story in an engaging and authentic manner. Here are some ways to do this:
Campus Tour Videos
Videos can showcase the campus environment, facilities, and unique spots that make your institution special. Focus on clear visuals, an organised script, and upbeat background music. You can also have students create their own video tours, highlighting their favourite spots and classes.
Student Life Videos
Capture the extracurricular activities, clubs, sports, and social life on offer. This will attract students interested in a well-rounded experience. You can also showcase social facilities and faith provisions, emphasising a sense of community and a home away from home.
Faculty and Staff Introduction Videos
Introduce professors and staff, sharing their expertise, teaching styles, and personalities. This will give prospective students an idea of the learning environment and support available.
Program Overview Videos
Highlight specific academic programs, including curriculum, unique opportunities, and career outcomes. Outline financial aid options and the application process.
Student Testimonial Videos
Share experiences from current international students to build trust and relatability. Alumni success stories and testimonials can also add credibility and appeal to your institution.
Admissions Guide Videos
Walk students through the admissions process, deadlines, and requirements. You can also showcase the experiences of international students during the admissions process to guide prospective students.
It is important to optimise your videos for search engines and share them on social networks popular in your target countries. Additionally, providing subtitles or translations can help cater to different languages and ensure your message reaches a wider audience.
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Create a strong online presence with SEO and targeted digital advertising
Creating a strong online presence is crucial for attracting international students. Here are some strategies to achieve that:
Firstly, focus on search engine optimization (SEO). Ensure your website is visually appealing and user-friendly, with relevant keywords and optimized content. This will help your institution appear higher in search engine results, making it easier for prospective international students to find you.
Next, consider utilizing Pay-Per-Click (PPC) advertising. This can be a cost-effective way to increase your institution's visibility and reach a wider audience of prospective international students.
Additionally, create a multilingual website. Optimize your website for different languages and markets to cater to a global audience. You can add international sections to your website through top-level folders, subdomains, or creating new micro-sites for different regions. This ensures that students from various linguistic backgrounds can access information about your institution in their native language.
Leverage the power of social media platforms and targeted digital advertising. Identify the social media platforms that are popular in your target countries and create a presence there. Utilize platforms like Facebook and Twitter, which offer targeted advertising options, to reach your specific audience. Share success stories, testimonials, and experiences of current international students and alumni to create an authentic connection with prospective students.
Lastly, don't underestimate the power of email marketing. Create personalized email workflows that engage and inform prospective students. Customize the content to make it relevant and up-to-date, increasing the chances of enrollment.
By implementing these strategies, you can effectively create a strong online presence and reach your target audience of international students.
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Optimise your website for different markets, languages and cultures
When optimising your website for different markets, languages, and cultures, it is important to consider the specific needs and preferences of your target audience. Here are some strategies to make your website more accessible and appealing to international students:
Firstly, focus on your target markets and the languages and cultural nuances associated with them. This involves translating your website content into different languages while also adapting the cultural context to ensure it resonates with prospective students from various regions. Using a top-level folder on your existing website, creating a subdomain for different languages, or developing new micro-sites for different regions are all effective ways to add international sections to your website.
Secondly, enhance your website's visual appeal and user experience. Consider including videos that showcase your campus, faculty, programs, and current students, as this can help international students visualise themselves at your institution. Additionally, share success stories, case studies, and testimonials from current international students and alumni, as this can build trust and provide valuable insights for prospective students.
Thirdly, ensure your website is optimised for search engines. Utilise relevant keywords in different languages to improve your website's ranking and make it easier for international students to discover your institution when conducting online research.
Finally, embrace new technologies and innovative social marketing strategies. Identify the social media platforms that are popular in your target countries and create a strong presence on those platforms. Utilise targeted digital advertising and consider using visually appealing infographics to boost engagement and web traffic.
By implementing these strategies, you can make your website more accessible, engaging, and effective in reaching and attracting international students from diverse markets and cultural backgrounds.
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Share success stories from current students and alumni
Alumni success stories are a cornerstone of effective school marketing. They serve as inspiration and proof of what is possible through your educational offerings. They help prospective students and their families see the value of your education and build a strong, engaged, and connected school community. Alumni testimonials are a reliable source of information for prospective students and will have a stronger weight and greater influence on converting prospects into students than other marketing avenues.
Word-of-mouth marketing is one of the largest drivers of customer acquisition and business growth. Creating an alumni referral program is a great endorsement strategy. Potential learners who encounter alumni success stories are more likely to become enrolled students because of the high trust they place in the referral source. Alumni have a wealth of stories and insights that can help attract new prospects. Surveying alumni about their experiences allows you to understand what’s working well and where there are opportunities for improvement.
When sharing alumni success stories, it is important to customize how you share them to target specific audiences. For instance, if your school is known for its arts program, highlight alumni who have succeeded in that field to attract prospective students with similar interests. This targeted approach ensures that the stories resonate more deeply with those who have specific aspirations.
It is also important to regularly update your stories to include new achievements and to keep the content fresh and engaging. Encourage feedback on the stories you share from both the alumni featured and the wider school community. This feedback can help refine how stories are collected and shared, ensuring they resonate well with your audience. By enhancing the process of gathering and utilizing alumni stories, you can ensure that these narratives capture the essence of your school’s impact and serve as a dynamic tool for engagement and marketing.
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Build relationships with alumni to increase visibility and reputation
Alumni are the most trusted source of information for international students when they research universities. Building strong relationships with alumni can help universities increase their visibility and reputation among international students. Alumni are also a university's most loyal and passionate advocates. They are proud ambassadors for their alma mater and often speak glowingly of their college years.
To build relationships with alumni, it is important to first recognise the challenges faced by institutions in their efforts to connect more deeply with alumni. According to a 2020 report, 68% of institutions saw an increase or no change in alumni requesting not to be contacted by the institution, with a 15% increase in those asking to be added to a "do-not-contact" list since 2015.
To overcome this, institutions should employ a range of strategies to understand alumni preferences, such as regularly distributing surveys and questionnaires to alumni to collect data on their interests, needs, and preferences regarding events, communication, and services. Social media can also be a powerful tool in understanding alumni behaviours and interests, as 42% of alumni use it to connect with their alma mater.
Once institutions have a better understanding of alumni preferences, they can then develop a strategic plan for alumni engagement with clear goals and initiatives to guide their efforts in connecting with graduates in meaningful ways. For example, hosting virtual events like webinars and online workshops offers alumni valuable opportunities for learning and personal growth, while also allowing them to reconnect with their alma mater and fellow alumni.
Additionally, institutions can share personalised updates on campus events and developments, leveraging data collected throughout the student lifecycle to share relevant updates on past professors, classmates, clubs, and events. Alumni newsletters can also be used to share success stories and inspire current students, elevating the institution's image and attracting future talent.
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Frequently asked questions
It is important to showcase your university as a welcoming, friendly environment. Share success stories from current international students and alumni on their experiences for prospective students to read and learn from. You can also showcase your international students and what they are doing. Encourage students from around the world to have a presence on your website and in your communications.
Videos are a great way to help international students become acquainted with your campus, faculty, programs, and students. It allows you to communicate your brand in an engaging, authentic way. You can also create blog content, which will boost organic search results and develop a recognized brand voice that resonates with potential students.
Utilize targeted digital advertising tailored to your audience. Go to where your targets go for information – use social networks popular in your target countries, not just the ones used in your home country. You can also use email workflows to engage with students. These are easy to personalize and automation makes them convenient for busy admissions and marketing teams.
Consider creating an international student union and offering cultural activities and support systems to help international students connect with each other. You can also offer career workshops and internship opportunities to help them understand the local job market and kickstart their employment skills.
