Can video actually sell your school?
Should you use video in your marketing strategy? The answer is simple. Yes
You should use video but more importantly make sure the video content is good quality and that you use it well. We are living in a world in which, in any given sector, customers want to see products in action before he/she commits to buying it. Simply reading reviews is not enough, and there can be an assumption that written reviews which have clearly been made up for marketing and promotional purposes.
The same goes for our industry. In international education, a potential student or parent who is about to send their child abroad to study, does not only want to read about the school; they want to understand what it will be like for their child….and the next best thing to visiting the school (which is hardly ever possible) is to view good quality video content.
It is a well-known fact that video is beneficial for various reasons, including the fact that it improves conversions and boosts sales. Consider the consumer experience on your website with and without video…. let’s create a buyer persona and walk you through his/her experience. Imagine Jose, who lives in Madrid and has a 13-year old daughter called Lucia, and is interested in sending her to London for 1-month during her summer holidays so that she can improve her English. And Jose starts doing his research:
Scenario 1: Jose lands on the website of a school Without Video
In this case, Jose, who is not a native speaker of English and whose level of English is B1 or B2 at best, has to take in a lot of the information that is written on the site. The probability is that he will feel overwhelmed by all the information and, at best, will try to find the Spanish version of the school’s website to make sure that he has understood everything that is written in English. However, Jose is also a busy man and can’t afford to spend too much time collecting information about one school alone because (before committing to it) he wants to shop around.
So, he leaves the school’s website after a few minutes to carry on his research.
Scenario 2: Jose lands on the website of a school that has a Video on its landing page
Because Jose is tired of looking at words on a computer all day long, the first reaction he has when he lands on this school’s page is to smile (psychologically this consumer experience has already started on a more positive note than the previous one). He proceeds to play the video which is not too long but full of positive signals – such as smiling happy faces, modern classrooms, students of a similar age to Lucia who are having fun during their school activities while learning English. In this case, even if Jose does not understand everything that is being said on the video, his experience is already much better because what he wants for his daughter is that she is happy when she travels for English.
Therefore, in those few short minutes, this video has already shown Jose that this school will cater for both his and his daughter’s needs. That is when he will, very likely, continue reading more about the school and possibly even go a step further and communicate directly with the school.
Video is a vital way of helping customers to build trust and strong interest in a school brand, and the longer a potential consumer stays on a website, the more likely it is for that visit to convert into a sale.