Education Agents who have been relying on a single marketing strategy to appeal to international students looking to study abroad need to rethink their approach.
A report, based on a survey of 35,000 students from 94 countries, indicates that your marketing approach should appeal to the actual motives of students in the regions you operate.
The ideas discussed in this blog is for the most part based on a survey conducted in 2015 by student fair organisers FPP EDU Media and digital marketing firm International Education Advantage (Intead).
Students’ views about what are the best places to study abroad are shaped by several factors. So it is important for Education Agents to pin down causes that have a greater say in their study abroad decisions.
Such insights help you utilize your marketing budget more wisely and effectively.
Who Your Prospects Prefer Most For Study Abroad Advice
It is unwise to judge a book by its cover. But it turns out students do tend to evaluate advice based on who is giving it.
The study found that students from South American countries rely on Admissions Representatives from partner institutions.
Asian students, on the other hand, trust local Education Agents who are more connected to their community lingually, geographically and culturally, more than ‘foreign’ representatives.
Advice from Fellow Students enrolled in universities in the destination countries also heavily influence prospective Asian students.
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Have Your Prospect’s Traveled Abroad
Of all your prospects, always make sure to give top priority to those who have traveled abroad. Abroad visit is one of those things that leaves people feeling ‘once is not enough’.
Since these students come with a very strong motivation to go abroad, they are your “most promising targets.” As per the report, 74% of students said their desire to study abroad was influenced by their experience of having travelled to other countries.
Just as store workers are taught to pay more attention to shoppers with shopping bags in hand, your counselors would do well to give more priority to students who have previously travelled abroad, the report’s authors note.
What Are Your Prospect’s Personal Goals
Find out what motivates your prospects at a deeper level. Categorize them based on their personal goals and then tailor your marketing strategy accordingly. Broadly, students are likely to fall under three categories: Idealist, Realist and Free Spirit.
Who Is The Decision-maker
All businesses know why it is important to treat decision-makers with a certain respect. The study found that prospects worldwide want to be addressed as decision makers.