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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.

學(xué)生們在尋找一所新學(xué)校時通常會很在意什么呢？答案是學(xué)校是否能夠幫助他們追求個人目標和愿望。在這樣一個競爭激烈的環(huán)境中，學(xué)生們很難找到完美的方案。搜索學(xué)校逐漸變成一個漫長的過程，有效的數(shù)字營銷對于推廣課程的高校來說變得尤為重要。

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.

為了脫穎而出，您的學(xué)校需要積極推廣課程，并明確展示它的優(yōu)勢。推廣您的課程時，目標應(yīng)該是幫助潛在學(xué)生輕松發(fā)現(xiàn)您的學(xué)校，并確定您的課程是否適合他們。因此，制定一個數(shù)字營銷戰(zhàn)略是至關(guān)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!

準備好了解您的學(xué)校應(yīng)該如何改善營銷工作以促進學(xué)生招生了嗎？請繼續(xù)閱讀我們的經(jīng)驗總結(jié)，您將獲得啟發(fā)！

Personalize Your School’s Content Marketing Approach

個性化的內(nèi)容營銷

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.

個性化正迅速成為當今數(shù)字營銷的根基。研究表明，99%的受訪營銷人員認為個性化有助于促進產(chǎn)品與用戶關(guān)系，其中78%的人明確指出它具有 "強烈 "或 "極其強烈 "的影響。這樣的數(shù)據(jù)表明，個性化可以是多么重要，它能為您的學(xué)校帶來巨大的營銷效果。

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.

通過個性化您的內(nèi)容，可以使您的學(xué)校賬戶與眾不同，突出的特點和優(yōu)質(zhì)的內(nèi)容會吸引潛在學(xué)生們參與進來，讓他們進行有意義的互動，從而積累起雪球效應(yīng)，得到效果更好的推廣。您可以通過查看您的后臺數(shù)據(jù)和目標學(xué)生畫像來開始。如果您沒有可用的數(shù)據(jù)，您可以從調(diào)查您現(xiàn)有的學(xué)生開始，了解他們的需求、動機、關(guān)注點、興趣和行為。有了這些信息，您就可以開始精心設(shè)計內(nèi)容，以便更好地與您希望吸引的學(xué)生類型產(chǎn)生共鳴。

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.

個性化在一定程度上可以看作是讓您的學(xué)校創(chuàng)造更多受眾所喜愛的內(nèi)容。您設(shè)計的關(guān)鍵內(nèi)容可以被重復(fù)利用，用于您所有的數(shù)字營銷渠道，從內(nèi)容創(chuàng)作到社交媒體營銷。

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：為了吸引尋求在羅馬留學(xué)的潛在學(xué)生，約翰卡博特大學(xué)創(chuàng)建了一篇博客文章，介紹了學(xué)生們在這座城市度過難忘時光的方式。這直接與那些以旅行和文化為動力，希望探索新地方并與當?shù)厣鐓^(qū)會面的潛在學(xué)生建立起了聯(lián)系和情感共鳴。

Identify Your Program’s Unique Value Proposition When Considering How

to Market Education Courses

確定課程的獨特價值

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.

課程的獨特價值可以為學(xué)校產(chǎn)生引人入勝的營銷理念。您獨特的價值主張應(yīng)該基本上概括了您的項目的優(yōu)勢 - 這是潛在學(xué)生應(yīng)該選擇您的學(xué)校而不是其他競爭對手學(xué)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:

一開始，提出一個準確的獨特價值主張可能會讓人不知所措，但從正確的問題開始可以幫助使任務(wù)更容易?？紤]問一問自己以下問題：

• 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?
• 
  

• 您們的項目到底提供什么？
• 您們學(xué)校的目標是誰？
• 您的潛在學(xué)生可以期望獲得什么好處？
• 您和您的競爭對手有什么不同？

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，您就可以開始創(chuàng)建一個引人注目的優(yōu)勢清單，通過各種數(shù)字營銷渠道展示它以吸引您的潛在學(xué)生。為了讓感興趣的潛在學(xué)生充分了解學(xué)校，您可以在官方網(wǎng)站或項目頁面上明確寫出這些優(yōu)勢。這就是梅迪克斯學(xué)院在其主頁上與潛在學(xué)生建立聯(lián)系時采取的方法。

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.

通過將這種方法把個性化內(nèi)容和對學(xué)生群體的深刻理解相結(jié)合，您可以大大加強您的數(shù)字營銷工作的影響力。這樣，您的學(xué)校就可以獲得一大批忠實的學(xué)生粉絲。

Embrace SEO Strategies to Boost Your Program’s Search Visibility

利用SEO策略，提升項目的搜索可見性

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“搜索引擎優(yōu)化”。簡單來說，它意味著當人們在 Google、Bing 和其他搜索引擎中搜索與學(xué)校課程相關(guān)的內(nèi)容時，改進您的網(wǎng)站在搜索結(jié)果頁面上的優(yōu)先度以提高知名度的過程。實施有效的SEO是讓您的學(xué)校網(wǎng)站在谷歌搜索引擎結(jié)果頁上受到關(guān)注的關(guān)鍵。您需要一系列的SEO優(yōu)化策略來做到這一點——包括優(yōu)化您的網(wǎng)站性能和將相關(guān)的關(guān)鍵詞和反向鏈接整合到您的網(wǎng)頁內(nèi)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.

您的網(wǎng)站性能通常指的是您的網(wǎng)頁設(shè)計和用戶體驗的整體效果，重點是清晰的導(dǎo)航和網(wǎng)站跳轉(zhuǎn)速度。當涉及到您的學(xué)校創(chuàng)建的內(nèi)容時，您要在整個頁面上使用正確的關(guān)鍵詞，包括具有alt-text屬性的吸引人的視覺效果，并添加上下文鏈接以加強您的網(wǎng)站的權(quán)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.

另一個提高您的網(wǎng)站的知名度和抓住潛在學(xué)生的注意力的方法是關(guān)注搜索意圖?；旧希_保您創(chuàng)建的內(nèi)容與您的潛在學(xué)生的期望相一致。匹配搜索意圖可以確保您的信息與現(xiàn)有的搜索算法一致，讓您的信息出現(xiàn)并與正確的受眾產(chǎn)生共鳴。

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.

專業(yè)提示：定期進行SEO審計可以幫助您的學(xué)校更容易識別優(yōu)勢、趨勢和需要改進的地方。通過持續(xù)審計您的搜索引擎優(yōu)化工作，您可以快速做出調(diào)整，讓您獲得更多好處，使您的高等教育數(shù)字營銷戰(zhàn)略更加有效。

Promote Your School’s Unique Program Features through Newsletter

Marketing

通過郵件營銷宣傳您的學(xué)校的獨特課程特色

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.

郵件營銷是培養(yǎng)潛在學(xué)生并促使他們注冊您的項目的一個好方法。您可以利用郵件來開始對話，并直接在郵件中突出關(guān)鍵的項目特點來吸引學(xué)生了解，使這種方法非常有效。

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.

通過這種方式您可以展示學(xué)校教師的專業(yè)知識，分享頂級教學(xué)資源或獨家內(nèi)容，并傳達項目的優(yōu)勢和課程內(nèi)容。這些不同的想法為正在考慮如何推銷教育課程的學(xué)校帶來了許多機會。

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英語制作了一個醒目的電子郵件主題行，以吸引潛在的潛在學(xué)生來了解一個新項目。

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:

一旦打開，潛在學(xué)生就會立即看到一個引人注目的倫敦標志性城市景觀GIF圖，以及一張簡單易懂的項目優(yōu)勢的列表。

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.

通過選擇郵件營銷，EC英語能夠直接與感興趣的潛在學(xué)生建立聯(lián)系，并分享有說服力的信息，進一步激勵他們采取行動。您的學(xué)校也可以采取類似的方法，使郵件營銷的影響最大化。

Showcase Student Voices to Attract New Prospects

展示學(xué)生的聲音，吸引新的潛在學(xué)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.

學(xué)生評論和推薦為潛在學(xué)生提供了真實有效信息，使他們能夠最直接地對您的學(xué)校及其服務(wù)形成全面的了解。您可以利用學(xué)生評論和推薦來宣傳各種項目和課程，這些體驗都是真實且具有參考價值的。因此，學(xué)生評價在促進學(xué)生招生方面發(fā)揮了重要作用，使學(xué)校有機會從真實學(xué)生的角度突出您的課程的獨特價值。

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%的消費者對用戶評論的信任程度不亞于朋友推薦。在戰(zhàn)略上使用，這些評論和推薦可以幫助您的學(xué)校建立社會證明，這種現(xiàn)象表明您的學(xué)校為其他潛在學(xué)生提供了價值。由學(xué)生大使提供的社會證明，可以幫助您的學(xué)校擴大影響，吸引新的潛在學(xué)生，向他們展示您的項目是值得投資、值得選擇的。通過這些大使，您可以展示您的學(xué)生在各種學(xué)校項目中的真實體驗，讓潛在學(xué)生更好地想象他們自己在您的學(xué)校中的生活。

Inspire Your Prospect with Successful Alumni Stories

用成功校友的故事激勵您的潛在學(xué)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.

您的校友是您的數(shù)字營銷戰(zhàn)略的巨大資產(chǎn)——他們是您向您的潛在學(xué)生展示項目成功，學(xué)校優(yōu)秀的重要證明。展示鼓舞人心的校友故事可以激勵潛在學(xué)生采取行動，特別是那些希望走類似職業(yè)道路的人。您的學(xué)校在考慮如何營銷教育課程時，可以選擇通過各種渠道分享這些故事，包括一篇博客文章、一段視頻，或一封電子郵件。

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：牛津大學(xué)采取這種方式來突出其醫(yī)療辦公室助理課程的影響。在下面的電子郵件例子中，學(xué)校介紹了它的一位成功校友和她的個人經(jīng)歷。

通過選擇分享直接引用，牛津大學(xué)可以最大限度地提高其信息傳遞的影響，并更好地吸引了那些考慮類似職業(yè)道路的學(xué)生前景。

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

為學(xué)校制作視頻 在社交媒體上營銷教育課程

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:

現(xiàn)在，您可能早已聽說視頻對您學(xué)校的數(shù)字營銷的積極影響。根據(jù)Wyzowl最新的視頻營銷調(diào)查結(jié)果，視頻是一個令人印象十分深刻宣傳方式。

• 92% of marketers view video as an “important part” of their marketing strategy
• 87% of marketers believe video helped them boost traffic
• 86% of marketers believe video helped generate more leads
• 81% of marketers say video helped directly increase sales

• 92%的營銷人員認為視頻是其營銷戰(zhàn)略的 "重要組成部分"。
• 87%的營銷人員認為視頻幫助他們增加了流量
• 86%的營銷人員認為視頻有助于產(chǎn)生更多的線索
• 81%的營銷人員表示視頻有助于直接提高銷售額

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.

您的學(xué)?？梢允褂靡曨l內(nèi)容策略來突出展示項目的多個不同方面。這可以包括教師，課程，實踐，目標和成果，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.

您可以在學(xué)校的YouTube頻道上分享這些內(nèi)容，也可以在不同的社交媒體網(wǎng)絡(luò)（例如Instagram或TikTok）上發(fā)布。您可以使用視頻來呈現(xiàn)、策劃和推廣信息、甚至表達心情，總之讓潛在學(xué)生能夠盡快了解到學(xué)校。

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

創(chuàng)建直播活動以激發(fā)對學(xué)校課程的興趣

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.

直播可以幫助您圍繞校內(nèi)重大事件（包括新節(jié)目的啟動）產(chǎn)生大量內(nèi)容。您的學(xué)校可以在社交媒體或視頻會議應(yīng)用程序上創(chuàng)建實時信息會話或常見問題解答活動，以衡量對用戶們對于該事件的興趣。這些活動可以幫助擴大潛在學(xué)生群體，從而能夠向更大（更活躍）的受眾展示項目的獨特優(yōu)勢。

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：康考迪亞大學(xué)的約翰莫爾森商學(xué)院（John Molson School of Business）舉辦答疑會議，以吸引潛在學(xué)生并回答任何咨詢問題。通過提供這些活動，學(xué)?？梢愿玫嘏c感興趣的學(xué)生建立潛在聯(lián)系，這些潛在聯(lián)系以后可能會帶來更多的入學(xué)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.

探索如何在社交媒體上推廣課程的學(xué)校也可能從使用直播中受益。Instagram 和 Facebook Live 為您的學(xué)校提供了與現(xiàn)有受眾建立聯(lián)系并更有效地與潛在學(xué)生互動的絕佳機會。

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

為了提高知名度，您的學(xué)?？梢詣?chuàng)建一個介紹 Facebook Live 活動的網(wǎng)頁，并鏈接到您的社交媒體帳戶，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.

除了在學(xué)校的網(wǎng)站上分享這些信息外，您還可以開始創(chuàng)建宣傳該活動的社交媒體帖子。通過這種方式，您可以在社區(qū)中圍繞您的營銷活動提高參與度和期待感。

Develop Career Profiles for Impactful Education Marketing

為有影響力的教育營銷制定職業(yè)檔案

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.

職業(yè)概況通常會讓您的潛在學(xué)生了解他們在完成項目后可以成為什么。這些職業(yè)檔案基本上為他們提供了可以探索的潛在職業(yè)和就業(yè)領(lǐng)域的基本信息。希望應(yīng)用有效的教育營銷策略的學(xué)校也可以使用這樣的檔案來幫助學(xué)生發(fā)展，為他們未來的職業(yè)成功做好準備。

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.

通過提供這些清晰易懂的檔案信息，您的學(xué)?？梢愿玫貛椭Ｍ麑崿F(xiàn)其專業(yè)發(fā)展目標的潛在學(xué)生。這樣做可以幫助他們對于選擇您的學(xué)校充滿信心。

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有一個專門用于展示職業(yè)概況的網(wǎng)頁。潛在學(xué)生可以根據(jù)他們的研究領(lǐng)域輕松瀏覽列表。一旦潛在學(xué)生選擇了他們的從業(yè)領(lǐng)域，他們就可以瀏覽另一個相關(guān)職業(yè)列表和學(xué)校所提供的對應(yīng)項目。

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:

點擊其中一個鏈接后，未來的學(xué)生將被重定向到一個頁面，該頁面以畢業(yè)生校友為特色 —— 展示他們的形象，姓名和當前職位：

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.

這些簡介提供了更深入的視圖，了解以前的學(xué)生如何通過學(xué)校的課程中獲得的技能和經(jīng)驗來導(dǎo)航他們的職業(yè)旅程。這樣的故事可以激勵您的潛在學(xué)生，成為您的學(xué)校推銷其影響力和價值的一種更具吸引力的方式。

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

A / B測試：考慮如何營銷教育課程的學(xué)校的關(guān)鍵見解

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.

優(yōu)化您的努力是確保您持續(xù)成功的重要組成部分，特別是對于致力于促進學(xué)校招生的學(xué)校而言?？梢詢?yōu)化教育營銷策略的許多方面，包括您使用的視覺效果、您撰寫的副本以及目標受眾。

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測試可以幫助您做出更好的營銷決策。您可以通過執(zhí)行這些測試來分析兩個不同廣告的表現(xiàn)并選擇最有效的那一個。這可以應(yīng)用于您的電子郵件營銷活動和社交媒體帖子。在營銷您的項目時，A / B測試可以為您提供做出正確決策所需的數(shù)據(jù)，并優(yōu)化您的工作以獲得更高的投資回報率。通過這些步驟，您可以繼續(xù)有效地覆蓋和吸引更多潛在學(xué)生。

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