SEO Social Media for International Education Student Marketing Recruitment
International Education and Student Recruitment Digital Marketing, SEO, Social Media, News and Information:
AIEC is highly visible online in Turkish (and other languages) via website, social media including Twitter network, blogs and conventional i.e. email list (600 contacts and increasing) updates to private high school counsellors, career centres at private university and vocational schools, private cookery, tourism and hospitality schools, private digital arts & media schools (to be followed by health)
International education marketing has taken on board e-marketing or email campaigns, now more also do ‘outbound’ digital campaigns via Google Adwords, but in CEE and Turkey they are mostly in English (only), while ‘inbound’ SEO digital marketing is most important, but has been neglected.
Suggests ‘silo’ mentality, i.e. for any marketing to be effective, especially ‘inbound’ digital, institutions must cooperate with external and internal partners, even if they prefer marketing strategy and execution to be solely senior in-house personnel (organisational boundaries are blurred in digital environment, both vertically and horizontally).
State (capital) international education and tourism portals limit their effectiveness through neither linking directly to quality offshore networks of agent and related websites nor onshore, doing ‘outbound’ digital campaigns and preferring ‘events’ to ‘distribute marketing materials’. This compromises their state, region or city’s profile online all year round 24/7 (some including a state minister, don’t know if they are promoting the destination, conducting offshore market development or just informing students already onshore about news and events?)
Digital marketing strategy is managed by webmasters and IT personnel without insight into international students and education ….. Not integrated with overall international marketing strategy managed by senior marketing personnel. Marketing personnel unable to analyse external or agent websites, blogs and social media to assess potential leverage for ‘inbound’ digital marketing SEO cooperation.
Many private providers assume agents market their institution offshore based upon price promotions and face to face office visits, when digital is most important, but neither integrated nor leveraged for effectiveness. For example, some institution websites have no back links to agent ‘in market’ websites or held by 3rd party service (losing digital ‘juice’ for SEO), while agent websites, if promoting partners, are used as free directory for prospective students go direct with neither vetting nor consulting.
Using 3rd parties (internal or external) to do Google Ads in English, not targeted and often regional manager and local agents are unaware. Use of Google Adwords leads to ‘online stalking’ (via cookies) whereby any prospective clicking through your advert will be subjected to your related ads via other searches (not good for brand or image)….. when industry research shows that ‘organic’ search results (via SEO) matching search enquiry have more credibility.
Social media channels, directing relevant traffic to websites, often neither updated nor linked up (very important for search engines to see), let alone monitored for feedback.
Job descriptions or duty statements reflecting neither competencies nor personal attributes required for effective digital marketing strategy, especially ‘inbound’. Marketing managers without SEO and related digital skills would be advised to seek out CPD opportunities or look up good free SEO resources available online.
Finally, BKF Budapest University of Applied Sciences in November are holding the EAIE European Association of European Education Academy including course on student generated digital content.