Lead Generation & CRO for Language Schools

Friday, November 8, 2019 Blog post author: Hamid Hamid
Lead Generation & CRO for Language Schools

A sales lead is referred to a potential client with an interest in purchasing what you are offering.

In language learning context, a lead is a student looking for language lessons. You have a lead when a potential student contacts you to learn about your courses and prices.

Naturally you provide the lead with the required information and reasons to choose your courses. They might come back with more inquiries and your goal is to convert the lead into a client (student).

Following up on leads significantly improves the chances of conversion. This is a very delicate process and requires methods, tools, and structure.

We’re going to dig deep into lead management concepts for a language school, but feel free to jump to any section that interests you:

Lead Generation Methods

Before going ahead with how to convert a lead into a client, let’s bring up an important question.

How does one generate leads? Where do leads come from? It is all about marketing and marketing channels.

You probably have a website and a page on some of your favorite social networks. People might find you just by searching for language courses on Google. Or maybe they landed on your Instagram page through a past student’s recommendation.

You can be a bit more proactive and start improving the ways people find you online and offline. Some of the ways you can generate more leads are the following:

  • SEO(Search Engine Optimization)
  • Marketplaces for language learning
  • Word of mouth
  • Paid advertisement

Search Engine Optimization

SEO or Search Engine Optimization is a series of efforts on your website to improve your ranking on search engines like Google.

This is a long term investment. You need to produce unique and interesting content that is valuable to your clients and share it on your site, blog and social network channels.

This is a very competitive method to attract more leads for your business so you have to learn more about the topic.

Search Engine Optimization

To get started with SEO, take a look at Google’s Search Engine Optimization (SEO) Starter Guide or Neil Patel’s step by step guide to SEO.

Marketplaces For Language Learning

Some students prefer reading reviews collected by third parties before commiting to a language school.

Many international students find it more comforting to communicate with the school via modern platforms and book their courses through a secure and well maintained ecommerce platform instead of relying on a WordPress website managed by a language school.

These platforms invest a lot in SEO and paid advertisement. In case your potential clients don’t search you by name, the chances your site comes up before these marketplaces are low.

Active presence on language learning marketplaces like Demiks increases your number of online leads and consequently your school’s sales volume.

Word of Mouth, The Best Marketing Strategy

Well, obviously! You might say. You might also say this is out of our control. Most of our partner schools say “our students should spread the word and we can’t do much about it.'. But we believe there are things you could do too.

What about improving your existing students’ satisfaction? Going the extra mile to make them happy and of-course, they become your school’s ambassador in their own community. After all, word of mouth is the most important social media

You can also encourage them by offering a coupon code to share with a friend or a t-shirt with your logo so they wear it proudly because they want everyone to know they speak a new language now.

Most of us are too shy asking for recommendations but your students would be happy to say thank you by leaving you a review on Google Maps, Facebook or Demiks marketplace. You’ll be surprised to see how effective this actually is.

Some CRM software like Demiks Admin already includes mechanisms to invite students to leave you a review but if you don’t use such platform, just put your request in the graduation letter or a similar document.

Paid Advertisement

If you’re looking to get quick results you might consider putting a budget down for generating leads. There are different ways to advertise your language school and courses with a limited budget.

My personal favorite way of advertisement is online. The reason is the traceability and responsiveness of online platforms for advertisement.

You can link your online ad to a specific page or add some arguments in the url so you can track your leads and their behaviour on your website easily through platforms like Google Analytics and Hot Jar

Google Analytics tracking paid ad performance

Being able to monitor your ad’s performance and tweaking it on the go empowers you to get the most out of your investments. A/B testing features built into online ad platforms like Google Ads, Instagram and Facebook helps you try different variations of wording and graphic so you find and understand your audience’s taste.

Conversion Rate Optimization

Every business has a sales funnel. One of the most important jobs of your sales team is to facilitate the steps for your potential client to go through all the steps and eventually purchase your products and services.

Optimization of this process in order to convert more visitors into leads and eventually clients is called CRO or “Conversion Rate Optimization” Read more about Conversion Rate Optimization.

Optimize Your Site

As a language school, you have to attract people to your website and other sales channels. This is the entry of the funnel.

As we mentioned earlier in this article, you can bring more visitors to your website by optimizing your content for your students and search engines, maybe run ads on Google Ads, Facebook or even advertising in the subway signs in your target market cities.

Now that more and more visitors land on your website, you need to take the student step by step towards taking an action on your website. Redesign the flow of information and functionalities on your site to meet the visitors expectations.

A conversation with one of your existing students could help you understand what you could improve. Sit with a couple of your students and go through the website together. You’ll be amazed how much you learn by this simple exercise.

Some website builders offer features for A/B testing so you try different hypothesis to see which one your students respond to. For example, try this method if you’re not sure if the color for the “book a class” button should be red or green.

Providing up to date information about your courses, start dates and prices on your website makes your business look more transparent. It speeds up the decision making process and shortens the sales cycle. Imagine how much time your administration team is going to save by providing more reliable information on your site.

Demiks helps you provide live information of your current and upcoming classes and start dates with no effort. Also the integrated “contact us” form and immediate email notification to your team helps you to generate more leads on your site.

Live upcoming classes and schedule

Optimize Your Qualification Process

Now that you converted visitors to leads, you should work on maximizing the conversion rate from “lead to student”. Responsive communication, quick lead qualification and timely information delivery helps your students make decisions faster.

It’s very important to keep all your leads and students’ information in a central CRM(Customer Relationship Management) software where you can access them seamlessly and share with your colleagues.

CRM or Customer Relationship Management is a type of software that helps you with keeping track of all your communications with your clients.

Integrating all your “Call to Actions” into a CRM helps you increase your customers’ user experience, eliminates data duplication and reduces the amount of work.

Using a central CRM helps your team to avoid redundant follow ups and have a complete history of previous communications with the student.

You can set reminders to remember exactly when and why to contact each lead. This increases your sales volume and improves your client’s satisfaction.

Optimize Your Payment Process

Congratulations, your lead agreed to take a class at your school and wants to book. Your team has to handle the last step of the sales process professionally.

People relate the payment process to overall brand trust. This process should go very smoothly. Any confusion in the email address where you send the invoice or technical errors in the payment processor might result in losing a client.

If you have your own online shop or booking workflow, make sure it works perfectly. Test the system with people other than the designers and developers, to see where things might go wrong. Also keep the pricing info, hours and schedule up to date. A confused client is the last thing you want after all the hard work you’ve done.

Integration with Demiks Admin software helps you keep your checkout process always up to date without any manual data entry. All the pricing info and class schedules are updated automatically from your CRM. The payment processors we partner with, PayPal and Stripe, are well trusted internationally and deposit the tuition fees directly in your bank account

You definitely want to avoid any kind of confusion on your student’s side. Sometimes they just don’t pay enough attention and choose the wrong course or number of weeks. The best solution is to prepare an invoice and send them via email instead of guiding them to purchase our courses online. All they have to do is to click on your email and pay online. This feature is eliminating the possibility of human errors happening on your client’s side.

Demiks Products For Lead Management

To help language schools improve their sales, Demiks offers a couple of products and services. I already mentioned some of them but here I’ll put them all together for easier access.

Lead Generation For Language Schools

We can help you with your site’s UX (user experience) & SEO(Search Engine Optimization). We do the initial work to improve your existing website with measurable results. Then we’ll provide guidelines and instructions in a training session to empower your team building and maintaining a successful blog on your site.

Demiks is an online language learning marketplace where students find, compare and rate language courses and language schools. By signing up on this platform, students looking for language courses can contact you or purchase your courses. We do all the SEO and advertisement and you get the students.

Demiks Admin (School Management Software)

Demiks Admin is a language school management system with a built-in CRM, billing system, online checkout, online payment, class management, and more. The CRM part comes with features that make your sales process easier. Some of the Demiks Admin CRM’s features are lead info system, student info system, communication history, reminders, lead categorization and mass email communication.

See more details about Demiks Admin features and pricing

Widgets For Integration

To make your life easier, we built some widgets that you can add to your website. These widgets are compatible with popular platforms like WordPress, Wix, Joomla, Drupal, Dnn or even custom made websites.

These widgets integrate your existing website with Demiks products to turn it into an interactive site with real time information. The integration takes just a few seconds and does not need any big change on your site.

The ”Contact Us” widget makes it easier for your site visitors to communicate with you. It directly connect the “contact us” form on your site to Demiks Admin where you can easily follow up and convert the leads into students. You get an email notification everytime someone fills the form.

Contact us widget for your school’s site

Another widget we offer is the “upcoming classes” widget. By setting it up on your site, your students see your active classes including the schedule. This way they can sign up for the class that works with their schedule the best.

Blog post author: Hamid
Hamid is an engineer and up and coming entrepreneur. He has a passion for languages and encourages those around him to never stop learning.

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