STRATEGIC LOCALIZATION + MARKETING
INTO specializes in deeply embedded, long-term partnerships that transform the capacity, reach and competitive positioning of universities. Wordbank’s focus was to attract more high-quality web inquiries for its international foundation and diploma courses. In particular, INTO wanted to focus on China-, Russia- and Arabic-speaking markets.
INTO’s business objectives are targeted to deliver a first-class student experience within a university-led partnership, enhancing brand quality and academic reputation. To meet INTO’s requirements, we first carried out an in-depth analysis to identify country-specific marketing trends and opportunities. This informed the online marketing strategy we developed for each country, covering search and social media. The strategy also included key page identification, which uses search and online/offline factors to determine which pages should be translated and marketed for each locale.
Next, we used native-speaking PPC experts to create and run carefully targeted campaigns in Arabic, Chinese and Russian. This guided the SEO strategy and helped achieve INTO’s short-term goals. Wordbank also localized microsites, using sector-specific translators, and optimized them through in-country keyword research. Based on a thorough understanding of INTO’s business, we handled SEO strategy, keyword research and optimization of its English website, too.
INTO enjoyed a 50% increase in web traffic thanks to our use of targeted keywords, and engagement with its audiences improved across Russian, Chinese and Arabic nations. In the key month of August, for example, there were over 300 Arabic inquiries, which far exceeded INTO’s target. The English website’s page-one ranking, meanwhile, increased by 40.