1. The Language Schools Guide to Digital Marketing for International Recruitment
Philippe Taza
CEO
Higher Education Marketing

2. > Today’s Presentation
Optimizing Google Analytics to measure your international marketing efforts
SEO best practices for international recruitment
Creating & leveraging multi-language content
Planning social media engagement
Implementing geo-targeted Paid Search campaigns
The mobile reality
Inquiry follow up

3. > WES Report

4. > Define Your International Strategy
What international markets do you want to target
What languages do you need to support
Which personas are you targeting
What marketing channels are best to reach that persona
What are your goals

5. > International Student Recruitment Channels

6. > Define your Goals with this Checklist

8. > Filter Only International Traffic
setup, profiles, filters, traffic, goals, KPIs

9. > International Traffic By Country
setup, profiles, filters, traffic, goals, KPIs

10. > Track International Inquiries and Applications in Analytics with Goals

11. > International Inquiries by Country
setup, profiles, filters, traffic, goals, KPIs

12. > International Traffic by Channel
The importance of benchmarking your current site
- Search
- Traffic, most popular pages
- User segmentation
Conversion paths, conversions

14. > Start with SEO Identify international keywords
Use the correct information architecture
Translate and optimize
Use International Targeting in Google Webmaster tools
keyword rankings, on-page and off-page SEO
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.

15. > Which keywords should you use to attract international students?
Describe your courses/programs
Use keywords that describe your the location (s)
Target one main keyword per webpage of your website
?Replace with more international

16. > Keyword Research Enter keywords that describes your programs
Select the location (s) you are interested in targeting
Select the language (s) you are planning to target
Use search volume as an indicator of popularity
?Replace with more international

17. > Keyword Research https://www.google.com/adwords/
?Replace with more international

18. > International Targeting - Language
?Replace with more international
<link rel=”alternate” href=” hreflang=”en-ca” /> English in  Canada <link rel=”alternate” href=” hreflang=”it-it” /> Italian in Italy
<link rel=”alternate” href=” hreflang=”es-mx” /> Spanish in Mexico

19. > International Targeting - Country
Set in Webmaster Tools 1 profile and Country Target per Subdomain:
Target Canada Target Italy
Target Mexico
?Replace with more international

20. > Evaluate your Organic Search Queries
?Replace with more international

21. > Understand your keyword rankings by country

22. > Plan for search globally, target locally
Factor in local demographics and culture
Variabilities in internet access from work vs home
Summer vacation downtime in europe, flipped in Austrailia
In china need a local presence, chinese dominated website with a valid business certificate
Image :
For country specific data:

24. >Be Very Specific About Your Language School’s Audience – develop personas

25. >Articulate Your School’s Social Media Goals

26. Audience targeted news
>Align Your Content with Your Audience & Your Goals
Contest and quizzes
Student testimonials
Audience targeted news

28. > Develop Multi-language Content

29. > Use the correct architecture when Developing Multilanguage Content

30. > Develop Content for Target Countries

31. > Use Video Testimonials to Engage Prospects
<iframe width="854" height="510" src="// frameborder="0" allowfullscreen></iframe>

33. > Why paid Search?

34. > Set your Country Targeting in Google AdWords

35. > Set your Languages in Google AdWords

36. > Use proper responsive landing pages for your Google AdWords campaigns

37. > Consider Multilanguage Google AdWords campaigns

38. > Use Adwords Day Parts
Be smart about setting your account’s time zone.
Target your ads when they are the most effective.
Review your Social Media Integration
- Presence
- channel metrics
- integration

39. > Google AdWords mobile conversions
Be sure to segment your AdWords activity by device or you may have some surprises! Adjust the mobile and tablets bids based on performance and goals

41. Find out if your website is mobile friendly here:

42. Find out if your website is mobile friendly here:
In Google’s recent 2014 Q2 Education Search Report, it was reported that for the first quarter since 2012 that the total higher education search market has shrunk by 1% in Q2, year over year. Conversely mobile-based education queries have increased by 23%.

43. > Why mobile?
31% mobile traffic
25% of website goals

44. > What’s your Mobile traffic like by country

46. > Make use of calls to actions on your website

47. > Make Multilanguage Advisors Available

48. > Use Online Chat to Talk with Prospects

49. > Offer Skype Sessions

50. > Do you have a CRM system to manage your potential student inquiries?

51. > Priorities and Recommendations for your International Inquiry Generation Campaigns
Identify Benchmarks, set new Goals
Invest in SEO
Develop content aimed at international students
Use international PPC lead gen campaigns
Get mobile NOW!
Follow up with your leads!

52. > Have questions about International Recruitment?
I’m easy to reach at:
Philippe Taza
Tel: ext:104