Online marketing for language schools & teachers – part 1


Hey, I’m here today with a very good friend of mine, Ben Dubuc He is a fantastic online digital marketer. He’s been working with top brands like Toyota, and has a lot of experience both within Europe but also internationally. Today will always really hoping to get was particularly some some ideas and some frameworks for us is at as online language schools and teachers to be able to to use and ideally to get better results. So thanks so much for joining us. Hi Alex, thank you for getting the opportunity. Really appreciate it. Hey, so what are you gonna take us through? Today, I’m going to take you through how to get more students for your language school using online marketing. I’m going to show you a few tips and tricks to build your a perfect strategy. Right. Let’s get straight into it. So first of all I would like to talk about the offline game and the online game and why it is so different. So online you’re opening your business to the world, and you want to grab all these opportunities that are out there. And is the purpose of these slides today is to show you and teach your a few tricks to be really efficient at this game. I guess, on that though… Is it because with online, people are searching online already, no matter what? So even if you have a physical school or you’re something offline, you’re still going to get out competed if you don’t have some kind of strategy in place. Yes, that’s correct. Like 94% of consumers are starting their buying process with an online search. So you definitely need to be online. And most of the people these days are connected to the internet within their smartphone. And probably when you want to go to another country or when you want to learn something new you turned to Google. This is where everything starts so you need to be in this place and this is
what I’m going to teach you today. To be successful online you really need three things and the first thing is you need to know your audience really well. The second thing is you need a really really good offer. The perfect offer. And the third thing is you need a powerful sales machine and this is what I’m going to show you on the next slide. Right I guess we’ll probably break this
into three main main sections. Even if with a little bit of a
break between each of those we’ll just cut those up. I think that’ll make this a
little bit easier for our audience to get through. Let’s do that. So the first part is going to be about knowing your audience. This one is probably the most important step before creating your online marketing strategy.
Knowing your customer is really important for every kind of marketing
strategy what were you doing an offline marketing strategy or online. The basics
of marketing is to know your audience. You need to know who you’re building
your offer for and some companies can say I don’t really have an ideal customer. It can be anyone from 20 to 50 but I’m pretty sure you’re not gonna
talk the same way to someone who’s 20 and someone who is 50 and you’re
probably not gonna build the same product for someone who’s 20 or
50. That’s just an example but yeah if you take a really good example from
other industries, for example, if you’re creating a shampoo. You’re not going to
market your shampoo for someone who is a twenty years old woman the same way as 50 years or man who is almost bald. So let’s talk about how to define your ideal customers and how to define your audience. The first thing to do is really to create personas and I’m going to talk you more about that later on. The second thing is to detail their buying process. The third thing and the fourth thing are more related to online marketing. This is about what people are searching for online and what kind of content we are consuming online and where, on which channel, they are consuming it. So let’s start with the personas. A persona is in fact an ideal consumer. We can have a few
different consumers but we want to talk to within your industry. So like I said
before, maybe we can imagine the first segment. That would be the 20 year old woman.
And the second segment can be the 50 year old man. But between that we can create
all the ones that we want to talk to. The most important thing here are the other demographic criteria which can be sex, age group, location, language, social class…and then you have all the jobs. After that you have also all the elements that we
want to get information about and that can be the goals and challenges that
they’re facing. The primary values and their fears. One important thing is their
common objection during the sales process because if you can address that
before they are asking you this thing you’re basically winning the sales, you’re
winning the game, and the other thing that you want to know are their hobbies,
the blog that they’re reading, and all these things. In fact it’s anything that you can learn about your customers. That’s right and
it’s because these affect the language that you use in your website or in your
marketing offer or which channels you go for so this thing is is just the absolute
building block all of your marketing, right? Yeah definitely, that’s the basic of
marketing. I mean understanding people that’s the basic of marketing yeah.
That’s the essence of it. So just some tips on that. If you need to get the demographics data and you don’t we know where to start, there are two really easy ways to get that data and some easiest one will be
to go through your Facebook page and there you can go on the insight section
on your page and then you will get the demographic data and this only
works if you have a decent fan base if let’s say if you have a thousand
followers on your Facebook page you will have quite a relevant sample size but if
you only have hundreds likes that won’t be that relevant. You need to dig
deeper into that and do some research elsewhere like Google. Google it or do
something else. Another software that is doing that is
google analytics as well. By tracking the consumers and knowing who they are. So the second thing that I wanted to talk about is detailing the buying
process. I’m going to talk about this. This is a basic model built by Americans:
James Engel, David Kollat and Roger Blackwell They are three really good
marketers. They built this model back in the 90s but this is still really relevant
today across most industries because the basis of the
buying process is not really changing. You already have these five steps and you
can have a lot of things in between these steps. But it’s pretty much
every time the same thing. So just on that…Need recognition…Tthis is probably the the most important one and it’s probably one that I notice a lot of
physical language schools really kind of gloss over. It’s like “A student just wants to learn a language”. I think it’s got to go a lot deeper than that. Can you explain like maybe some questions that they can ask themselves or how they can dig a bit deeper on this one. Of course. So you need to search where you can offer your
services and where you can be visible and the good thing is for example for a
language school if someone is starting to search…Let’s take for example French people that wants to move to Sydney. He’s going to google for useful
information to move to Sydney. From there, if you’re a language school,
you have a really good opportunity to say…O.K. this guy is going to move to
Sydney. He’s French. Maybe he needs to learn a
bit more English. Then this is a really good opportunity for your language school
to be there. So this is kind of thing that we want to find, not only people that are actively searching for a language school. Right… and you’re really creating that
very specific need and then that leads to the information search of how to find
something to solve that. Yes. The idea of online marketing is to help people and solve their problem so if your school is based in Sydney. There is a lot of
information that you can bring to someone that wants to move to Sydney anyway so
it’s a good opportunity to show your brand. I think what you said
there was you’re solving problems. You’re not just providing solutions… like
you’re not in the business of providing solutions. There are a million different
solutions. I think it seems that the best marketers are the ones that really
understand what the problem areas are and talk to those problem areas better than
anyone else so that it becomes a no-brainer which solution they end up
choosing. Yeah that’s correct and like in the life of every day if you’re helping
someone achieving their issues fixing They will have a lot of recognition for you and value , will have a lot of empathy and a lot of
sympathy for you. Like if they need to go to a language school after that, if you
provided them useful information, they will think about you, just right after that. So we go through these other three parts. The alternative evaluation, choice and the final evaluation. Is there
anything else about those that you think are really important or should we talk more? Yes, I think alternative evaluation is really important and we should talk more about that because online, like I said before, you’re competing
versus thousands of other competitors and there are solutions and might not
be language schools but maybe some free website where you can have some English
place and these kind of things so we want to know what are the alternative
evaluations and alternative options for your consumers to try to be their alternative every time. That makes a lot of sense. Because this it’s not just
your direct competitors but what can somebody else use to solve their
problems and that could be something that’s not a language school or or to do
with live tuition. That’s correct. It can be someone offering translation services you know? Let’s say Skype is launching their new live translation services. They can start this moment and be there and
tell them, “You don’t need to know English now anymore to move to Sydney.
You have this wonderful solution and you will not need to know English
to travel and these kinds of things. I think the other steps are quite
straight forward anyway So let’s jump to the step number three,
which is discover what they’re searching for and this one is really about online
marketing. So to do that, to know what people are searching for on Google. I’m
only going to talk about Google here because this is the most used search engine. I know that language could can have a lot of people coming from China who are using Baidu but unfortunately I’m not an expert in Baidu so I’m not going to
talk about this today but I’m going to talk about what I know. And what I know
about Google is they have this wonderful free tools that you can use which is
Google Keyword planner and you can have a lot of really useful data there that,
just by typing a few keywords, you can know what people are searching for exactly
and the trends of the keywords every month. This is really powerful and this is the goldmine of data This data will help you to build right
content after that so if you know what people are looking for “Learn English
Grammar”, for example. Here we can see that there are 590 people that are searching for
that every month in Australia. We know that this is an important content and
this is something that we need to talk about here. I think we’ll talk more about content a little bit later but what I think you’re really saying though is, if you want not just to think of your own anecdotal knowledge of what you think your users care about
and what they’re looking for, Google already has it freely available for you
to really check this out and it’s worth going very regularly to see
whether search traffic is changing because that’s one of the most important
organic ways that you’re getting traffic to your website. Yeah that’s correct and
sometimes you can even make some adjustments to your projects because
you can know that people are searching for these type of features and
if you don’t have this thing in your offer maybe you can say, “Oh, I need that
in my offer.” There’s a lot you can learn from that. Another way to
do it and to know what people are searching as well something really
simple is just going on google.com and then if you start typing something you
have a lot of suggested answers and these are what people are searching the
most. So here I’ve taken an example about “Learn English Online” and then we have a
lot of different results there. We have, for example, “Learn English online
for beginners” and so if we really want to be successful with our content and
I’m going to talk about this later on but we need this content. For example, we
need something really specific for “Learn English online for beginners”. There are some people as well searching “learning online with Skype” and if we if we’re
using LearnCube, for example, which is really similar to Skype in terms of the
functionality, like we have some webcams systems, the audio and all these kind of
things, a wonderful whiteboard, we need to be there when people are searching for
that. The last thing, this one is really useful, is to know what people are searching and asking to google because most of the time people are not only searching for a few key words like “learn English online”. They’re searching for “how to learn English
online” and a lot of other words like “what websites I need to use to
learn English” for example and various really good tools of that which is
answerthepublic.com This one is really powerful, I don’t know
if you know it Alex, but this is really awesome. You should have a look into that. You just typing a few key
words into that and you have thousands of questions that are showing up. It seems like a really good way of structuring it. Then the last part which is about find out which content your consumers are consuming
and where they are consuming it. So for that we can use a tool that I like which is
buzz sumo and this to help you to discover what are the most shared
content on social networks and as well it helps you to know on which websites
the content has been created and another really efficient things as well and
really trendy thing right now, is you can find influencers about your keywords
with this software. Influencer marketing is becoming bigger and bigger so these tool if you want influencers to talk about your project, this is right for you. Perfect. So I think we figured these four different parts are. Understanding the
personas, like being really, really digging deep into what that is. Not
glossing over that and that will allow us to understand what their their buying
processes. Knowing what they’re searching for and particularly where
they’re searching for that. Then also finding ways where you can conveniently
place yourself for your target, your personas to find you and the
content that they’re already reading and be in the places that they are already going. So is is there anything more out of this section that you’d like to go through or should we
just leave it there for a moment and then jump into the next part. I think that’s all there is for this section but I just want to repeat that anything that
you can learn about your audience is really good to know and that will help you in the next two sections.

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