James Dixey, who has published various reports on the ELT sector, says that many schools rely heavily on agents – and are all asking the same question.

“[Agents are] an excellent source of students for many ELT Schools; and lots of highly successful and long-lasting contacts and friendships have been established,” Dixey said.

“How do we get students to come direct to us? The answer lies in developing your skills in direct and digital marketing.”

Direct and digital marketing refers to reaching out directly to customers through various marketing techniques.

Dixey urged school leaders to embrace practical courses in the subject – something which he himself took up focusing on Direct Mail and Direct Advertising during his time at Pilgrim school in Canterbury.

“The result? A significant increase in Pilgrims’ percentage of direct business by over 150% within 12 months – achieved without impacting our valuable agent relationships, and at a much lower cost of recruitment,” Dixey explained.

Various types of Direct and Digital Marketing include Email marketing, social media marketing and Calls To Action.

“How do we get students to come direct to us? The answer lies in developing your skills”

Social media marketing has emerged as key player for various language schools – one emerging trend has been for language schools to bring in influencers who can supercharge the school’s brand through their own following.

Dixey notes that accredited courses by the Institute of Data and Marketing, which runs a selection of one and two-day “how to’s” in various marketing techniques, could be a good place to start.

“There are courses in direct press advertising, running successful email campaigns and a comprehensive guide to Google Analytics and SEO,” Dixey referred.