5 Ways to Market Your Education Business Internationally

This statistic is an important factor to consider whenever higher education institutions decide their marketing strategy since target enrollees belong to the said age bracket.

A higher education institution’s digital marketing strategy can be carried out through the following means:

• Social Media – It refers to the collective term for social networking sites such as Facebook, Snapchat, Instagram and LinkedIn. According to a 2018 Pew Research Center report, 95% of American teens are reported to have access to smartphones. The same report shows that teens aged 14 to 17 years old have said that they use Facebook, Snapchat and Instagram. Higher Education Institutions can increase their social media presence to capture the attention of their target market – the young students.
• Email marketing – It is a form of marketing where messages are sent to a predefined recipient list. Based on a Thomasnet article, marketing emails can be either of the following:
• Welcome Emails – The first email that you send out to the recipient, and it should leave a positive impression. It can be sent to students or parents that joined your higher education institution’s mailing list.
• Email Newsletters – These are informative emails that update recipients with news about your institution.
• Dedicated Emails – Unlike newsletters, these kinds of emails are not generic but have a call-to-action tone and require a specific response from the recipient.
• Lead-Nurturing Emails – These emails function as reminder emails to recipients. For example, these can be sent to students who did not reply after receiving a previous reply to their inquiry.
• Sponsorship Emails – These are emails sent by another institution or individuals that have access to the list of your target audience. This is usually through a paid partnership where your partner institution or individual mentions your institution’s name or activity in their recipient database.
• Transactional Emails – These are much like a dedicated email but this is more or a response of follow up to a certain action of the recipient. An example is when they sign up for a webinar, you send a transactional email as a reply to it with additional information about the webinar that they signed up for.
• Re-Engagement Emails – These are sent out to check if the recipient is still interested in doing business with you. For example, you can send this to parents with kids who have graduated from your institution to see if they have other children or know of other students who you would like to share the same quality of education with.
• Brand Story Emails – These are emails sent to stir an emotion from the recipient. These provide a recipient a glimpse into the people behind an institution.
• Review Request Emails – These empower the recipient to let his/her voice be heard about your institution. The recipient will feel valued plus you will get his/her feedback about your service or product.
• SEO – or “search engine optimization” refers to the method or process of increasing the traffic or visibility of your website. An SEO strategy is the use of certain keywords to make your website more visible when people do search for a specific topic on a search engine such as Google or Bing.
• Paids Ads – paid advertisement in digital marketing refers to having your advertisement or marketing material seen by a target audience. For example, in Facebook, you can define where and who sees your paid ads! Here are the criteria considered for paid ads:
  • Location – Your advertisement can be shown to a specific location.
  • Demographics – Your advertisement can be shown to a specific group of people who share the age or gender, even educational attainment, and other qualifiers.
  • Interests – Your advertisement can be shown to a specific group of people who share the same interests.
  • Behaviors – Your advertisement can be shown to a specific group of people with a particular device usage behavior.
  • Connections – your advertisements can be shown to a specific group of people who already liked your higher education institution page or even similar pages.