The 2020 QS Student Survey Annual Report shows that 55.6% of students are interested in participating, although they have never participated in an online presentation event. Although online lectures are not as attractive as offline lectures or educational exhibitions, they have multiple advantages such as low cost and unlimited geographical location, and are the best way to recruit students during the epidemic.
The main points of the online seminar summarized by Rafiki are: high frequency, many interactive questions and answers, and refinement of key points. Frequent lectures, such as at least once a week or every two weeks, at a fixed time, so that students have more opportunities to participate in the conference, and students can repeatedly understand the application process, steps, scholarships and other key information to improve the conversion rate; the lectures focus on interaction Q&A, not just output, especially when emails or other communication channels are slow to respond, many students will use lectures as an online Q&A channel; only one or two new highlights per lecture , such as professional introduction, others such as application process, steps, scholarships, etc. can be explained by fixed ppt each time.
1.2 Social media advertising
Using overseas social media advertising to accurately reach a large number of potential students is one of the most cost-effective publicity methods under the current epidemic. The 2020 report from two leading U.S. Higher Education Marketing Agencies, MSTONER & TARGETX, shows that 75% of students use YouTube to watch college videos, use social media platforms to view college photos, and 60% of students click on social media ads.
Overseas social media advertising, promoting "study in your school" as the core goal, using big data to accurately locate the function, focusing on key target source countries, targeting target market users who are interested in studying abroad, higher education, etc., through basic targeting, Interest targeting, direct targeting, etc. for advertising, you can consider more budget.
1.3 Google Ads
There is no doubt about the importance of Google traffic channels. The 2020 QS Student Survey Annual Report shows that search engines are an important entry for international students to understand the school, and Youtube is the second largest social media channel for international students to understand the school.
Google ads can bring traffic and brand attention to your school’s study abroad website. It can be divided into keyword traffic advertisements, image display traffic advertisements, Youtube video playback advertisements, etc. Each type of advertisement needs to be continuously optimized according to the results to increase the frequency of optimization.
2. Improve the form of communication
2.1 .video production
Youtube's 2021 data shows that 1/4 of the world's population uses Youtube, more than 100 million people use Youtube to watch videos online every day, and more than 50 million people watch Youtube advertising videos. Youtube accounts for about 25% of global mobile phone traffic. Google's 2021 report shows that more than 80% of potential students believe video is important to their application.
It is imperative to increase the production of video content and use video for publicity. You can consider increasing the budget for video advertising.
2.2 Email marketing
Email remains the most important communication channel for prospective students, according to the 2021 QS Student Survey Annual Report. Email marketing can be used in all aspects of the student application process to improve the conversion rate of each link: when students leave information on the landing page website; before and after students participate in the presentation session; after student application consultation; student submission Application materials after waiting for results; after student enrollment before enrollment; and after student enrollment. Rafiki can add 500-1000 student leads per lecture, and can follow up with email push to these students.
2.3 Website optimization
The website is the place where the flow of international students from various channels is concentrated, and it is the most important information display channel.
Rafiki recommends website improvement efforts on the following points:
- Website access speed, website access speed can greatly affect the browsing experience of visitors;
- Whether each device is compatible, now is the era of mobile phones and tablets, the website must ensure that it can display good results on mobile phones and tablets;
- Reasonable module layout, and the module layout should conform to the primary and secondary concerns of international students (see the chart below for details);
- Internationalized and branded format, the image of the university brought to students by the website should be matched with overseas social media, manuals, videos, emails and the school VI system to strengthen the brand image.
Data source: TargetX DIGITAL ADMISSIONS 2020 Report