营销推广课程(整合营销｜如何国际化推广课程，提高课程影响力)

Prospectivestudentslookingtoattendanewschooloftensearchforspecificaspectsthatwouldattracttheirattention—keypointsthatwouldallowthemtopursuetheirpersonalgoalsandaspirations

整合营销｜如何国际化推广课程，提高课程影响力

Prospective students looking to attend a new school often search for specific aspects that would attract their attention—key points that would allow them to pursue their personal goals and aspirations. In such a competitive market, it can be difficult for prospects to find the perfect program. It can quickly turn into a long search, which makes effective digital marketing that much more important for those considering how to market education courses.

学生们在寻找一所新学校时通常会很在意什么呢？答案是学校是否能够帮助他们追求个人目标和愿望。在这样一个竞争激烈的环境中，学生们很难找到完美的方案。搜索学校逐渐变成一个漫长的过程，有效的数字营销对于推广课程的高校来说变得尤为重要。

To stand out, your school will need to actively market its program offerings and clearly showcase its differentiating factors. The goal when marketing your courses should be around helping prospects easily discover your school and identify whether your programs are the right fit for them. As a result, developing a digital marketing strategy is essential.

为了脱颖而出，您的学校需要积极推广课程，并明确展示它的优势。推广您的课程时，目标应该是帮助潜在学生轻松发现您的学校，并确定您的课程是否适合他们。因此，制定一个数字营销战略是至关重要的。

Ready to discover how your school can improve its education marketing efforts to boost student recruitment? Read on for our top tips for making a greater impact!

准备好了解您的学校应该如何改善营销工作以促进学生招生了吗？请继续阅读我们的经验总结，您将获得启发！

Personalize Your School’s Content Marketing Approach

个性化的内容营销

Personalization is quickly becoming a cornerstone of digital marketing today. Research shows that 99% of surveyed marketers believe personalization helped boost customer relationships, with 78% specifying it had a “strong” or “extremely strong” impact. These numbers indicate how powerful personalization can be, creating great marketing opportunities for your school.

个性化正迅速成为当今数字营销的根基。研究表明，99%的受访营销人员认为个性化有助于促进产品与用户关系，其中78%的人明确指出它具有 "强烈 "或 "极其强烈 "的影响。这样的数据表明，个性化可以是多么重要，它能为您的学校带来巨大的营销效果。

By personalizing your content, you get the chance to involve your prospects and engage them in a more meaningful interaction. You can get started by looking at your data and developing accurate student personas. If you don’t have data to work with, you can begin by surveying your students and discovering their needs, motivations, concerns, interests, and behaviors. With this information in hand, you can start crafting key messaging that would better resonate with the type of student you hope to attract.

通过个性化您的内容，可以使您的学校账户与众不同，突出的特点和优质的内容会吸引潜在学生们参与进来，让他们进行有意义的互动，从而积累起雪球效应，得到效果更好的推广。您可以通过查看您的后台数据和目标学生画像来开始。如果您没有可用的数据，您可以从调查您现有的学生开始，了解他们的需求、动机、关注点、兴趣和行为。有了这些信息，您就可以开始精心设计内容，以便更好地与您希望吸引的学生类型产生共鸣。

Personalization can be easily viewed as a way for your school to create more of what your audience wants to see. The key messages that you develop can be repurposed and used on all of your digital marketing channels, from content creation to social media marketing.

个性化在一定程度上可以看作是让您的学校创造更多受众所喜爱的内容。您设计的关键内容可以被重复利用，用于您所有的数字营销渠道，从内容创作到社交媒体营销。

Example: To appeal to prospects seeking to study abroad in Rome, John Cabot University has created a blog post that introduces key ways to make their time in the city more memorable. This speaks directly to prospects who are motivated by travel and culture, looking to explore new places and meet the local community:

例如：为了吸引寻求在罗马留学的潜在学生，约翰卡博特大学创建了一篇博客文章，介绍了学生们在这座城市度过难忘时光的方式。这直接与那些以旅行和文化为动力，希望探索新地方并与当地社区会面的潜在学生建立起了联系和情感共鸣。

Identify Your Program’s Unique Value Proposition When Considering How

to Market Education Courses

确定课程的独特价值

Your program’s unique value proposition can be used to generate engaging marketing ideas for school admission. Your unique value proposition essentially encapsulates the benefits of your program—the core reason why prospects should choose your school instead of its other competitors.

课程的独特价值可以为学校产生引人入胜的营销理念。您独特的价值主张应该基本上概括了您的项目的优势 - 这是潜在学生应该选择您的学校而不是其他竞争对手学校的核心原因。

Coming up with an accurate unique value proposition can be overwhelming at first, but starting out with the right questions can help make the task easier and more approachable. Consider asking yourself the following:

一开始，提出一个准确的独特价值主张可能会让人不知所措，但从正确的问题开始可以帮助使任务更容易。考虑问一问自己以下问题：

What exactly is your program offering?Who is your school targeting?What benefits can your prospect expect to gain?How are you different from your competitors?您们的项目到底提供什么？您们学校的目标是谁？您的潜在学生可以期望获得什么好处？您和您的竞争对手有什么不同？

Once you have the answers, you can begin creating a strong list of compelling factors to draw your prospects in—and showcasing it through various digital marketing channels. To make it clear to interested prospects, your school can share these points on its website or program page. This is the approach that Medix College takes when speaking to prospects on its homepage:

一旦您有了答案，您就可以开始创建一个引人注目的优势清单，通过各种数字营销渠道展示它以吸引您的潜在学生。为了让感兴趣的潜在学生充分了解学校，您可以在官方网站或项目页面上明确写出这些优势。这就是梅迪克斯学院在其主页上与潜在学生建立联系时采取的方法。

By combining this approach with content personalization and a strong understanding of your student personas, you can significantly strengthen the impact of your digital marketing efforts. This way, your school aims to cater to its prospects and student community—inspiring brand loyalty.

通过将这种方法把个性化内容和对学生群体的深刻理解相结合，您可以大大加强您的数字营销工作的影响力。这样，您的学校就可以获得一大批忠实的学生粉丝。

Embrace SEO Strategies to Boost Your Program’s Search Visibility

利用SEO策略，提升项目的搜索可见性

Implementing effective SEO is key to getting your school website noticed on Google’s search engine results page. You can do this by applying SEO best practices—including optimizing your website performance and integrating relevant keywords and backlinks into your web content.

SEO指的是“搜索引擎优化”。简单来说，它意味着当人们在 Google、Bing 和其他搜索引擎中搜索与学校课程相关的内容时，改进您的网站在搜索结果页面上的优先度以提高知名度的过程。实施有效的SEO是让您的学校网站在谷歌搜索引擎结果页上受到关注的关键。您需要一系列的SEO优化策略来做到这一点——包括优化您的网站性能和将相关的关键词和反向链接整合到您的网页内容中。

Your website performance typically refers to the overall effectiveness of your web design and user experience, with a focus on clear navigation and site speed. When it comes to the content your school creates, you’ll want to use the right keywords throughout the page, include engaging visuals with alt-text attributes, and add contextual links to strengthen the authority and credibility of your website.

您的网站性能通常指的是您的网页设计和用户体验的整体效果，重点是清晰的导航和网站跳转速度。当涉及到您的学校创建的内容时，您要在整个页面上使用正确的关键词，包括具有alt-text属性的吸引人的视觉效果，并添加上下文链接以加强您的网站的权威性和可信度。

Another way to organically boost your site’s visibility and grab prospects’ attention is to focus on your search intent. Essentially, you’ll want to make sure that the content you create aligns with your prospects’ expectations. Matching the search intent ensures that your message lines up with existing search algorithms, allowing your message to appear and resonate with the right audience.

另一个提高您的网站的知名度和抓住潜在学生的注意力的方法是关注搜索意图。基本上，您要确保您创建的内容与您的潜在学生的期望相一致。匹配搜索意图可以确保您的信息与现有的搜索算法一致，让您的信息出现并与正确的受众产生共鸣。

Pro Tip: Regularly conducting an SEO audit can help your school more easily identify strengths, trends, and areas for improvement. By consistently auditing your SEO efforts, you can make quick adjustments that allow you to reap more benefits, making your digital marketing strategy for higher education all the more effective.

专业提示：定期进行SEO审计可以帮助您的学校更容易识别优势、趋势和需要改进的地方。通过持续审计您的搜索引擎优化工作，您可以快速做出调整，让您获得更多好处，使您的高等教育数字营销战略更加有效。

Promote Your School’s Unique Program Features through Newsletter

Marketing

通过邮件营销宣传您的学校的独特课程特色

Newsletter marketing is a great way to nurture leads and motivate them to register for your program. You can use your newsletter to start a conversation and highlight key program features in an engaging way through a direct channel, making the approach incredibly effective.

邮件营销是培养潜在学生并促使他们注册您的项目的一个好方法。您可以利用邮件来开始对话，并直接在邮件中突出关键的项目特点来吸引学生了解，使这种方法非常有效。

This allows you to showcase your faculty expertise, share top resources or exclusive content, and spotlight program benefits and course content. These different ideas introduce numerous opportunities for schools to contemplate how to market education courses.

通过这种方式您可以展示学校教师的专业知识，分享顶级教学资源或独家内容，并传达项目的优势和课程内容。这些不同的想法为正在考虑如何推销教育课程的学校带来了许多机会。

In the example below, EC English crafts an engaging email subject line to attract potential prospects and introduce a new program:

在下面的例子中，EC英语制作了一个醒目的电子邮件主题行，以吸引潜在的潜在学生来了解一个新项目。

Once opened, prospects are immediately greeted with a compelling GIF of London’s iconic cityscape along with an easy-to-follow bullet list of program benefits:

一旦打开，潜在学生就会立即看到一个引人注目的伦敦标志性城市景观GIF图，以及一张简单易懂的项目优势的列表。

By choosing newsletter marketing, EC English is able to directly communicate with interested prospects and share convincing messaging that further motivates them to take action. Your school can take a similar approach to maximize the impact of newsletter marketing.

通过选择邮件营销，EC英语能够直接与感兴趣的潜在学生建立联系，并分享有说服力的信息，进一步激励他们采取行动。您的学校也可以采取类似的方法，使邮件营销的影响最大化。

Showcase Student Voices to Attract New Prospects

展示学生的声音，吸引新的潜在学生

Student reviews and testimonials provide prospects with insider information, giving them the insights they need to form a definitive opinion about your school and its services. Your school can use student reviews and testimonials to promote its various programs and courses. As such, student testimonials play a vital role in boosting student recruitment, giving your school the chance to highlight the unique value proposition of your courses from the perspective of real students.

学生评论和推荐为潜在学生提供了真实有效信息，使他们能够最直接地对您的学校及其服务形成全面的了解。您可以利用学生评论和推荐来宣传各种项目和课程，这些体验都是真实且具有参考价值的。因此，学生评价在促进学生招生方面发挥了重要作用，使学校有机会从真实学生的角度突出您的课程的独特价值。

Research indicates that 88% of consumers trust user reviews as much as personal recommendations. Used strategically, these reviews and testimonials can help your school establish social proof, the phenomenon that demonstrates your school has provided value to other prospects. Social proof, provided by student ambassadors, can even help your school expand its reach and attract new prospects—showing them that your programs are worth the investment. Through these ambassadors, you can showcase what your student experience in various school programs is really like and allow prospects to better visualize themselves at your school.

研究表明，88%的消费者对用户评论的信任程度不亚于朋友推荐。在战略上使用，这些评论和推荐可以帮助您的学校建立社会证明，这种现象表明您的学校为其他潜在学生提供了价值。由学生大使提供的社会证明，可以帮助您的学校扩大影响，吸引新的潜在学生，向他们展示您的项目是值得投资、值得选择的。通过这些大使，您可以展示您的学生在各种学校项目中的真实体验，让潜在学生更好地想象他们自己在您的学校中的生活。

Inspire Your Prospect with Successful Alumni Stories

用成功校友的故事激励您的潜在学生

Your alumni are a great asset for your digital marketing strategy—they are proof of the success you promise your prospects. Showcasing inspiring alumni stories can motivate prospects to take action, especially those looking to follow a similar career path. Your school can choose to share these stories through various channels, including a blog post, a video, or an email blast when considering how to market education courses.

您的校友是您的数字营销战略的巨大资产——他们是您向您的潜在学生展示项目成功，学校优秀的重要证明。展示鼓舞人心的校友故事可以激励潜在学生采取行动，特别是那些希望走类似职业道路的人。您的学校在考虑如何营销教育课程时，可以选择通过各种渠道分享这些故事，包括一篇博客文章、一段视频，或一封电子邮件。

Example: Oxford College takes this approach to highlight the impact of its Medical Office Assistant program. In the email example below, the school introduces one of its successful alumna and her personal experience:

By choosing to share a direct quote, Oxford College can maximize the impact of its messaging and better appeal to prospects considering a similar career path.

案例：牛津大学采取这种方式来突出其医疗办公室助理课程的影响。在下面的电子邮件例子中，学校介绍了它的一位成功校友和她的个人经历。

通过选择分享直接引用，牛津大学可以最大限度地提高其信息传递的影响，并更好地吸引了那些考虑类似职业道路的学生前景。

Creating Videos for Schools Exploring How to Market Education Courses on Social Media

为学校制作视频 在社交媒体上营销教育课程

By now, you’ve likely heard about the positive impact video can have on your school’s digital marketing. According to Wyzowl’s latest Video Marketing Survey results, video is part of an impressive list of statistics:

现在，您可能早已听说视频对您学校的数字营销的积极影响。根据Wyzowl最新的视频营销调查结果，视频是一个令人印象十分深刻宣传方式。

92% of marketers view video as an “important part” of their marketing strategy87% of marketers believe video helped them boost traffic86% of marketers believe video helped generate more leads81% of marketers say video helped directly increase sales

92%的营销人员认为视频是其营销战略的 "重要组成部分"。87%的营销人员认为视频帮助他们增加了流量86%的营销人员认为视频有助于产生更多的线索81%的营销人员表示视频有助于直接提高销售额

Your school can use its video content strategy to highlight different aspects of its course or program. This can include the faculty, curriculum, nature of projects and assignments, objectives and outcomes, and even success stories, to name a few examples for schools wondering how to market education courses on social media.

您的学校可以使用视频内容策略来突出展示项目的多个不同方面。这可以包括教师，课程，实践，目标和成果，甚至成功案例。

You can share this content on your school’s YouTube channel or release them on different social media networks (e.g. Instagram or TikTok). You can even use video to present, curate, and promote information—or even as a tool to generate excitement, introducing a sneak peek into what your school has in store for its prospects.

您可以在学校的YouTube频道上分享这些内容，也可以在不同的社交媒体网络（例如Instagram或TikTok）上发布。您可以使用视频来呈现、策划和推广信息、甚至表达心情，总之让潜在学生能够尽快了解到学校。

Create Live Events to Generate Interest in Your School’s Program

创建直播活动以激发对学校课程的兴趣

Live streaming can help you generate a lot of buzz around exciting new developments, including the launch of a new program. Your school can create a live info session or FAQ event on social media or video-conferencing apps to gauge interest in new initiatives. These events can help you generate more leads, allowing you to showcase your program’s unique selling points to an even bigger (and more engaged) audience.

直播可以帮助您围绕校内重大事件（包括新节目的启动）产生大量内容。您的学校可以在社交媒体或视频会议应用程序上创建实时信息会话或常见问题解答活动，以衡量对用户们对于该事件的兴趣。这些活动可以帮助扩大潜在学生群体，从而能够向更大（更活跃）的受众展示项目的独特优势。

Example: Concordia University’s John Molson School of Business hosts program-specific info sessions to attract prospects and answer any potential questions. By making these events available, the school can better connect with interested candidates and generate leads that could later result in more enrolments.

案例：康考迪亚大学的约翰莫尔森商学院（John Molson School of Business）举办答疑会议，以吸引潜在学生并回答任何咨询问题。通过提供这些活动，学校可以更好地与感兴趣的学生建立潜在联系，这些潜在联系以后可能会带来更多的入学率。

Schools exploring how to promote courses on social media may also benefit from using live streaming. Instagram and Facebook Live offer great opportunities for your school to connect with its existing audience and engage more effectively with your prospects.

探索如何在社交媒体上推广课程的学校也可能从使用直播中受益。Instagram 和 Facebook Live 为您的学校提供了与现有受众建立联系并更有效地与潜在学生互动的绝佳机会。

To build awareness, your school can create a web page that introduces Facebook Live events, linking to your social media accounts—as seen below:

为了提高知名度，您的学校可以创建一个介绍 Facebook Live 活动的网页，并链接到您的社交媒体帐户，如下所示：

In addition to sharing this information on your school’s website, you can begin creating social media posts that promote the event. This way, you can generate engagement and excitement around your promotional activities within your community.

除了在学校的网站上分享这些信息外，您还可以开始创建宣传该活动的社交媒体帖子。通过这种方式，您可以在社区中围绕您的营销活动提高参与度和期待感。

Develop Career Profiles for Impactful Education Marketing

为有影响力的教育营销制定职业档案

Career profiles typically give your prospects an idea of what they can expect after completing your program. These profiles essentially provide your prospects with basic information on the potential careers and areas of employment that they can explore. Schools looking to apply effective education marketing strategies can also use these profiles to highlight how students can develop specific sets, preparing them for future career success.

职业概况通常会让您的潜在学生了解他们在完成项目后可以成为什么。这些职业档案基本上为他们提供了可以探索的潜在职业和就业领域的基本信息。希望应用有效的教育营销策略的学校也可以使用这样的档案来帮助学生发展，为他们未来的职业成功做好准备。

By providing this information and making it clear and accessible, your school can help prospects looking to achieve their professional development goals. Doing so can help them feel more confident during the decision-making process.

通过提供这些清晰易懂的档案信息，您的学校可以更好地帮助希望实现其专业发展目标的潜在学生。这样做可以帮助他们对于选择您的学校充满信心。

Example: Wilfrid Laurier University has a web page dedicated to showcasing Career Profiles. Prospects can easily navigate the list based on their field of study. Once prospects select their subject, they can browse through another list of relevant careers and their respective program.

示例：Wilfrid Laurier University有一个专门用于展示职业概况的网页。潜在学生可以根据他们的研究领域轻松浏览列表。一旦潜在学生选择了他们的从业领域，他们就可以浏览另一个相关职业列表和学校所提供的对应项目。

After clicking on one of those links, prospective students are redirected to a page that features a former graduate—showcasing their image, name, and current job title:

点击其中一个链接后，未来的学生将被重定向到一个页面，该页面以毕业生校友为特色 —— 展示他们的形象，姓名和当前职位：

These profiles provide a more in-depth view of how former students navigated their career journey by using the skills and experience they gained from their program. Such stories can inspire and motivate your prospects, and they can be a more engaging way for your school to market its impact and value.

这些简介提供了更深入的视图，了解以前的学生如何通过学校的课程中获得的技能和经验来导航他们的职业旅程。这样的故事可以激励您的潜在学生，成为您的学校推销其影响力和价值的一种更具吸引力的方式。

A/B Testing: Key Insights for Schools Considering How to Market Education Courses

A / B测试：考虑如何营销教育课程的学校的关键见解

Optimizing your efforts is an essential part of ensuring your continuous success, especially for schools working on promoting school admissions. Many aspects of your education marketing strategy can be optimized, including the visuals you use, the copy you write, and the audience you target.

优化您的努力是确保您持续成功的重要组成部分，特别是对于致力于促进学校招生的学校而言。可以优化教育营销策略的许多方面，包括您使用的视觉效果、您撰写的副本以及目标受众。

A/B testing can give you the insights you need to make better marketing decisions. You can analyze how two different elements perform and select the most effective one by conducting these tests. This can be applied to your email marketing activities and social media posts. When it comes to marketing your program offerings, A/B testing can give you the data you need to make the right decisions and optimize your efforts for even higher ROI. With these steps in place, you can continue to effectively reach and attract more prospects.

A / B测试可以帮助您做出更好的营销决策。您可以通过执行这些测试来分析两个不同广告的表现并选择最有效的那一个。这可以应用于您的电子邮件营销活动和社交媒体帖子。在营销您的项目时，A / B测试可以为您提供做出正确决策所需的数据，并优化您的工作以获得更高的投资回报率。通过这些步骤，您可以继续有效地覆盖和吸引更多潜在学生。

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上一篇海外社媒｜高校如何提高账户粉丝参与度，吸引更多潜在的学生下一篇高校需知：为学生量身定制广告该注意什么？