TARGET CHINESE STUDENTS WHO WANT TO STUDY IN THE WEST
Hundreds of thousands of Chinese students studying in the West, and academic institutions in the UK, USA, and Canada receive more international students from China than any other country in the world. With this trend set to grow, how can your higher education (HE) establishment position itself to welcome these highly motivated, sophisticated young people, who almost invariably have a strong work ethic and a desire to succeed?
It is important to research the Chinese student market to identify key demographics and market segments and a good fit for your institution. For example, in the UK, most Chinese students choose business-related subjects and the largest numbers are found at London universities. Most will typically be doing undergraduate degrees, although a significant proportion will be studying at the post-graduate level.
KNOW WHAT MATTERS
Chinese students choose Western universities because they have connotations of value and prestige. A university degree from a reputable Western institution will be an asset to a Chinese graduate's CV and position them well for employment in any part of the world. Remember that younger Chinese are increasingly outward-looking and keen to experience the world.
Chinese students and parents alike value names greatly. For this reason, they will look at Ivy League universities in the USA, Canada, and Europe. But other links are also important. The University of Toronto is associated with successful immigrant families, for example. Manchester University appeals because of its links with the world's most famous football teams. So, consider the name and associations with your university. If it has accreditations, awards, and other status symbols, be sure to promote them. If it is in a city with a claim to fame, then make the most of it!
MARKET TO PARENTS
Chinese parents see a quality Western education as an investment in their children's future, so the question of ROI is key for their decision making. Perceptions of value are based on the physical qualification on offer, as well as the prestige and status of the institution itself. Chinese parents will want to see attractive buildings, heritage symbols, quality accommodation, and excellent facilities. Ensure your marketing imagery really sells the quality of your physical offering, with strong 'hero' images and photographic quality which gives an editorial feel and a strongly aspirational edge.
PRACTICAL STEPS TO CREATING YOUR CHINESE STUDENT TARGETED MARKETING CAMPAIGN
Digital channels are your obvious best bet here, with your target market in China inevitably active online. Many institutions will also do in-country visits, talks, and events, but these are expensive, resource-intensive, and will only engage with a tiny proportion of the target audience.
CREATE YOUR CHINESE LANGUAGE WEBSITE
Website localization is vital and the best approach is to create a bespoke Chinese language website for your HE institution hosted in Mainland China or Hong Kong, which has a .cn domain and which has been built, written, and tested specifically for a Chinese audience. Some universities will choose to translate existing content, but it is usually better to re-create content specifically for the needs of this distinct market. Remember that translation is more than simple word replacement; concepts and idioms must be perfectly conveyed for your university to be credible in this market. Consider the practicalities too. Chinese characters tend to take up 25% less space on a screen than Western characters, so the overall screen graphic presentation and UX may need re-working. Ideally, create a bespoke website thanks to an expert Chinese marketing agency, create content that really resonates with your target market (students and parents alike) and integrate all necessary elements such as your Chinese social media accounts, online advertising, and other integrated features such as online chat.
Remember that over 98% of Chinese internet users choose mobile devices, so your academic institution also can create targeted campaigns and dedicated apps, featuring valuable information such as study programs, chat facilities, key facts, and success case studies. And of course, your HE institution's website must be optimized for mobile as an absolute basic!
USE SOCIAL MEDIA
Social media is your friend within this hyper-linked audience. WeChat is the most obvious platform, but others may be appropriate too for your HE brand, including Weibo and YouKu. Your content must be optimized for mobile and be planned strategically. For example, you will want to promote hard facts such has rankings, exam results, and employment outcomes. Use learner-generated content that talks about learner experience and pastoral care. Interview successful graduates to explain what support is available for onward careers. A Chinese digital marketing agency can help you to build your brand on Chinese social media and to engage in the correct way with your target audience. Remember that WeChat and other Chinese social media platforms also allow you to advertise, using a blend of in-app advertising (such as WeChat moments or banner ads) and KOL partnerships for 'softer' promotions, referral marketing and brand building.
USE BAIDU PPC AND SEO
With 70% of China's search market, Baidu cannot be ignored. Set up the right Baidu PPC campaigns and you can drive qualified potential students – and parents – to your Chinese language website. It's worth knowing that Baidu PPC usually offers better returns than Google PPC in the West, and it can accelerate the volume of incoming traffic to your landing pages rapidly so that you can begin to engage your target audience. Similarly, invest in Baidu SEO for the longer-term, to drive your organic search volumes and accuracy.
INVEST IN ONLINE PR
A sound online PR strategy will amplify the effects of your digital marketing by placing your HE institution in the proper publications for your target student and parent audience. Remember that Chinese people respect authority and seek out voices of trust, so your institution needs to be implicitly endorsed by appearing in media channels and outlets. A solid strategy will build your reputation across national media, educational publications, sector, and vertical portals. It will need to include a rich mix of content, including thought leadership, reputation, case studies, and so forth to brand build successfully and to stimulate inquiries.
HOW WE CAN HELP GROW EDUCATION BUSINESS
Reputation and branding are essential in helping international students choose your institution or service. University rankings, global perceptions of locations and universities and common assumptions are all highly influential. Further, it is not just the student you need to convince, but their family too.
WE HELP YOU
- Showcase the quality of education in your location
- Counter any misconceptions
- Build trust with prospective students
- Elevate your brand
- Provide essential enrollment and application information
- Give students information they can easily share with their families (remember, international websites are usually blocked)
- Answer key FAQs
- Showcase the lifestyle and location of your campus as a destination
- Show that you are accommodating and understanding by giving students material in their language and preferred medium
- Share stories of other Chinese students and their experiences
- Support partner agents with the material they need to drive applications
We work with Higher Education providers in the UK, USA, Europe and beyond to help them to attract Chinese students successfully to their institutions. To find out how our team of experts can help you