All language schools and agents know they should be marketing digitally, but the pace of change in this technology-driven industry can be daunting, especially for smaller organisations.
IALC’s 2017 Industry Panel Discussion on digital marketing in study travel, which took place on 23 March during the IALC 2017 Workshop in Boston, aimed to demystify online marketing for schools and agents by inviting four digital specialists in study travel to give their top two tips and answer questions from the audience.
Walter Denz, owner and co-founder of Liden & Denz and IALC member for many years offered his expert advice during the discussion. “Interns can help you to produce the blogs and vlogs needed to keep you website optimised and your social media dynamic and authentic,” Denz stated.
Richard Bradford from Disquiet Dog argued, “content is key – use all your staff to create it. Schools should look for and encourage their agents to optimise their own web presence, so they rank high in Google in the target market”.
Vitaly Radsky, account manager at StudyPortals, examined the user experience. “Review your platform through the eyes of the student. Do they have the right information at the right time and a clear path towards their booking decision?”
Finally, Ben Waxman, CEO of International Education Advantage specified the need for agents to develop a client relationship plan for each school partner. “This will help agents to understand the different programs and target their digital marketing,” he said.
IALC’s 2017 Industry Panel Discussion was one of the many highlights from a fantastic workshop in Boston and Jan Capper, executive director at IALC gave her thoughts on the lively and engaging discussion:
“This is one of two seminars at IALC2017 that overran because everyone in language travel wants to understand the key drivers of change in our sector.”
“Our five digital specialists made online marketing clearer and more accessible to language travel businesses of all sizes,” Capper added.
Video highlights of IALC’s 2017 Industry Panel Discussion will be available on the IALC homepage soon.