7 Insider Secrets for Successfully Marketing to International Students

Marketing to international students has become increasingly important for higher education institutions looking to diversify their student population and increase global reach. With unique needs and challenges, international students require targeted strategies that speak directly to their experiences.

Why Marketing to International Students is Important—and Different

International students bring diverse perspectives, cultural insights, and global connections that enrich the campus community.

In 2022-23, the U.S. hosted nearly 299,000 new international students, a 14% increase from the year before. (Schwartz, 2023)

They also contribute significantly to the financial stability of institutions, often paying higher tuition rates than domestic students.

However, marketing to international students differs from traditional approaches in several key ways:

• Cultural Sensitivity: International students come from varied backgrounds with unique cultural nuances. Marketing materials need to be culturally sensitive, avoiding assumptions or stereotypes.
• Distinct Information Needs: Unlike domestic students who are generally familiar with the higher education landscape in their home country, international students require additional guidance on topics like visa applications, health insurance, and cultural adjustment.
• Language Barriers: While many international students are proficient in English, it's important to provide clear, jargon-free information that’s easy to understand. Offering content in multiple languages can further reduce barriers
• Different Decision-Making Processes: International students often rely heavily on family influence and may prioritize factors like post-graduation work opportunities, safety, and cultural fit over other aspects that appeal more to domestic students.
• Time Zone Challenges: Engaging with international prospects means working across various time zones, which impacts everything from virtual event scheduling to live chat availability.

Understanding these key differences is crucial for creating targeted marketing campaigns that resonate with international students.

Here are 7 tips to help you effectively reach and engage this important audience.

1. Create Specific Landing Pages for International Students

International students often face distinct challenges during the application process, including understanding different enrollment requirements, visa information, and financial aid options. Creating specific landing pages tailored to international audiences can provide a centralized hub of information that meets their needs.

Key Elements to Include:

• Country-specific Enrollment Information: Highlight any variations in the application process based on the student’s home country.
• Visa and Immigration Guidelines: Include links to visa application processes, timelines, and required documentation.
• Financial Aid and Scholarship Opportunities: International students often need guidance on available financial support. Clearly outline any scholarships or bursaries specifically for them.

Wilfrid Laurier University’s campaign showed that tailoring web content significantly impacts engagement, with over 2,000 sign-ups for its Health Sciences program after implementing personalized strategies (a 7.2% conversion rate).

Custom landing pages can create a similar effect by offering relevant content that resonates with international audiences.

2. Offer Content in Multiple Languages

Language barriers can be a significant hurdle for international students. If feasible, curate content in various languages to make your website more accessible and appealing. Translating key pages, application instructions, and FAQs can make a huge difference in how welcoming your institution feels.

Start with the most commonly spoken languages among your target audience and use professional translation services to ensure accuracy and cultural sensitivity. You may also consider multilingual chatbots for real-time assistance in multiple languages.

3. Provide Clear Contact Information for International Admissions

Navigating the admissions process can be daunting, especially from thousands of miles away. Make sure your contact information for international admissions is front and center, and easily accessible on all relevant pages.

Best Practices:

• Offer dedicated international admissions contacts, including email addresses and phone numbers.
• Outline specific requirements for the international application as they are often very different than for domestic students.
• Create an FAQ section tailored to common questions from international applicants.

4. Highlight Alumni Success Stories from International Students

Showcasing the success of former international students can create a powerful narrative for prospective applicants. Alumni stories can provide a sense of belonging and highlight the support your institution offers.

Consider featuring alumni testimonials on your international student landing pages, and highlighting diverse career paths and achievements, emphasizing the global opportunities your institution facilitates.

5. Host Virtual Information Sessions in Various Time Zones

Hosting virtual information sessions at different times can increase attendance and engagement. These sessions should focus on the unique aspects of studying abroad, such as navigating a new culture, academic expectations, and available support systems.

Sandra Sergio Sotto, an International Student Recruiter for the Swiss School of Management's Madrid, suggests promoting your institution’s unique selling points, including cultural, social, and historical advantages while addressing common concerns like visa processes and accommodation transparently.

6. Utilize Social Media for Targeted Outreach

Social media platforms are powerful tools for reaching international audiences. By leveraging targeted ads and content, you can connect with prospective students on the platforms they use most.

85% of students turn to social media when researching study abroad options. Social media channels are the second most important resource for students, following institutional websites, when deciding where to study. - QS International Student Survey

Strategies:

• Use Facebook, Instagram, and LinkedIn to promote application deadlines, virtual events, and campus life.
• Tailor ads to specific regions and demographics to ensure your content is seen by the right people.
• Collaborate with current international students to create authentic content that reflects their experiences.

7. Leverage Web Personalization with Clive by Hannon Hill

To truly stand out, personalize the web experience for your international audiences.

Clive allows institutions to dynamically alter website content based on user behavior, location, and demographics, providing an individualized experience for each visitor.

Clive’s Key Features for International Student Marketing:

• Tailored Messaging: Clive allows you to create personalized messages across your website, ensuring that students receive relevant information at the right time.
• Addressing Concerns: Personalization through Clive helps address student concerns, reinforces their enrollment decisions, and reduces summer melt.
• Data-Driven Insights: Clive offers detailed analytics on impressions, click-through rates, and conversions, enabling you to refine and optimize your recruitment and retention strategies based on solid data.

Wilfrid Laurier University’s campaign with Clive is a prime example of how personalization can drive engagement, making it a valuable tool for any institution aiming to improve its reach among international students.

Marketing to international students requires a thoughtful, targeted approach that addresses their unique challenges. By implementing some or all of these strategies, your institution can build a welcoming environment that resonates with prospective students from around the globe.

To learn more about how Clive can help you tailor your content, request a discovery call by filling out the form below.