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Four easy online marketing tips for language schools


Online marketing for language schools

After seven years of working with universities and language schools, our advisors noticed that most education institutions struggle with their online presence. Whether it’s lack of IT support, or being part of a larger university, getting the most out of your online presence is absolutely vital in today’s web-dominated world.

Step 1: Track it all

Although the famous business saying, “half the money I spend on advertising is wasted; the trouble is I don’t know which half” is still true for many institutions and businesses, one of the biggest advantages of online marketing is your ability to measure. The first step is to ensure that your IT team has properly installed Google Analytics and that you have the log-in details for it and begin to review your data on a regular basis.

Even the most basic knowledge of Google Analytics can help you understand three major questions (see the right menu):

  1. Audience—who are you reaching?
  2. Acquisition—from where are your visitors reaching your site?
  3. Behaviour—what are your visitors doing once they reach your site?

Save the last menu item “Conversions” for a more advanced training.

Step 2: Optimize your website

Now that you know who is visiting your site and how, make it easy for the students to get the information they need, and in the process make it easy for you to collect information from potential students.

Some things to consider are:

  1. Do you have an optimized landing page where students can leave their contact information?
  2. Is your “Apply Now” page easily accessible and attractively designed?
  3. Do students have the ability to ask questions and get instant feedback?
  4. Does your website look like it belongs in 2016 rather than 1999?

Step 3: Experiment with multiple channels

Now that tracking is in place and your website is relatively optimized, you can begin to experiment with multiple marketing channels. Google Adwords, Facebook Ads, content marketing, and advertising on external websites such as study choice platforms, where you can measure the results click by click.

That brings us to…

Step 4: Measuring ROI (Return On Investment)

You are monitoring your website viewership on a daily or at least weekly basis, you have someone who keeps your website up to date and has the skills to make adjustments to keep it simple, clear, and modern, and you’ve begun experimenting with online marketing. Start by assigning just a small part of your marketing and recruitment budget into a few channels and you won’t have to guess about which one is most effective.

For each channel you will be able to see how many users it generated, what those users did on your site, and, with a good enquiry capture tool, how many of them applied and enrolled. You will be able to measure your ROI for each online channel you try and with time discard the ones that don’t work, and scale cooperation with the ones that do.

For a more detailed Google Analytics training, check out the Studyportals Youtube channel playlist or contact the Studyportals marketing team. We’ll be happy to help.

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