Estrategias para captar alumnos en academias de idiomas (Full Transcript)

[00:00:06] Speaker 1: Hola, buenos días, bienvenidos y bienvenidas a nuestro webinar de hoy. Hola, hola a todos. Abajo a la derecha tenéis el chat en el que podéis escribir, para empezar, para conocernos a little, you can write from which city you are connecting today, so we will see from which part of Spain you are, let's see, in the chat you have, the chat you have on the right during the whole webinar, if you have any idea, question, doubt, you can write to me, hello, I am from Sevilla, encantada Elisa, perfecto. ¿Quién más? A ver, ¿de qué otras ciudades? Saludos desde Toledo, desde Madrid, qué bien, toda España. Linares, muy bien, qué bonito. Albacete, pues sí, todas las regiones. A ver, ¿quién más? ¿Quién más? Ánimo. Madrid de nuevo, hola María, perfecto, pues ya sabéis cómo usar el chat, pues es todo vuestro y aquí durante este webinar hablaremos de un tema muy interesante sobre todo en esas semanas y en los próximos meses para las academias de idiomas porque hablaremos de how to attract more students to your language academies. For those of you who do not know me yet, I am Alexandra, I am part of LangLion, a management platform for language academies, and today we are here thanks to the invitation of ClickMeeting, a tool that we have been using for many years for the organization of our webinars, with which we are super satisfied and we are very grateful today, above all, for sharing this space. To get to know us a little more, for many years I personally worked in language academies, teaching languages, but over time I began to be much more interested in the subject of marketing and the administration, always in language academies. And that led me to be part of our team's landlion, in which we help and support language academies in both academic and administrative management, also in marketing. So, basically, the academies go through the whole process, all kinds of possible processes that exist in language academies are carried out directly from Anglion, such as the registration process, which I know is a very important process in your academies, contact with students, academic, administrative, financial management, so everything is available here. But today we will focus on that stage before the registration process, because we will focus more on how to attract more and more clients to your academies. So, we will focus on the process of attracting students and clients. We will see which channels work best for the generation of leads. We will also see, based on the experiences, on the conversations, in many meetings with directors of academies, we will also see what mistakes can happen in different stages and how to correct them, because we will also see several or many effective strategies that I hope will be of great help, of great inspiration for you for the next few weeks. Since today we will talk about marketing issues, I have a question for you. If you can write in the chat, what word defines the marketing in your language academy? It can be a word, it can be several, but how do you take it to your educational centre? It can be a noun or an adjective, maybe. How do you see the marketing in your academy? I see that you already have some ideas, let's see. Improvisation, that usually happens. Improvisation too, yes. So you have something in common. Personalization, very good, very good Raúl, very good attitude. And we will talk a lot about that today. Mouth and flyers, that always works. So today we will talk about technology, but we will also see that it is not everything. And also the classical tools are also an important part of the capture of students. Improvisation, again. Creativity, how beautiful. Learning, that's it. In marketing, we always learn new things. We can't stop learning because every year there are new things to know. Word of mouth, again. And I agree, I agree. And I think that's why it's good to learn and put in order the knowledge that you probably already have in webinars like today. So let's go straight to it and let's start with something super easy, which I'm sure you already know, because what is a lead? I know that you know that a lead is your contacts, your potential clients and in marketing we often see leads as numbers we want to have more and more leads so that we can sign more and more contracts but what is important is that in reality the leads are people, they are real people because they are people who show interest in learning a language, they have needs, and those needs can be very different, very specific, but they can vary depending on the student or potential client you are looking for And then that lead can become, of course, your student. But thinking about marketing, if you have to remember one thing from today's webinar, I want you to remember that they are really people, and this personalized human treatment will always attract them, as you have mentioned in the chat. Well, to understand better what our needs are, what interests they have, it is very good to create one or several Bayer personas in your academies. I don't know if you know what a Bayer persona is or if you have created a Bayer persona in your academy. Let's see, you can also tell me what you think about it. Yes, the ideal client to whom we are heading. Perfect, Pedro. Exactly, exactly. And I think that with time, not even an idea. Perfect. Well, here we have different attitudes, different levels of knowledge. Great. So you can also, among yourselves, lend a hand, help each other. Well, Bayern Persona, as Pedro said, It's your ideal client and that client doesn't have to be just one, it can be several people. So, what also happens is that that profile, that person can change over time. It may be that your person 10 years ago, 5 years ago, was very different from what it is now. It may be similar, but they have changed some little things that influence the decision of these people. So, after today's webinar, you can take a sheet of paper, a pen, and make a rain of ideas. How is this person? I'm going to explain how to create this person in your academy. First, what you have to do is segment your clients. Es decir, si son solamente niños, puede ser que sí, hay muchas academias que solo tienen clases para niños. Luego, quizás son también adolescentes, y aquí ya tenéis esta diferenciación, ¿verdad? Porque un niño necesita un curso, una actitud, un trato totalmente diferente que un adolescente. Luego, si son los padres, porque si un padre apunta a su niño a un curso de inglés, por ejemplo, Well, of course, the father makes the decision, but nowadays the children also participate in this decision-making very often. So, what do we need to capture the interest of a child and what do we need to communicate to the father? Here we need these two communication routes in some way. Also, if you have courses for adults, the topic changes completely, because an adult has different needs than a teenager or a parent, and will need a different type of communication, will look for a different type of information on your networks, on your website, is going to click on another type of ad than a child's father. So that's why we can't always publish the same ads on social media because clients can be very different. And in different times of the year, they also need other things, they look for other types of information. And of course, if you also work with companies, we also see here that they need other things in terms aprendizaje de idiomas. Bueno, cuando ya sabemos qué tipos de Bayer personas tenemos, entonces recordad, puede ser una general pero pueden ser varias y os recomiendo siempre dividir estos perfiles, incluso si dais clases a los adultos, pensad si realmente es un tipo de adulto, un tipo de Bayer persona y hay que dividirlos en diferentes tipos de posibles clientes. Luego, necesitamos Let's define their motivations, their needs, why do they really learn, for studies, for work, for leisure What is their reason, what is their motivation to learn a language and what do they need? So if they sign up for a language course, what kind of method do they need, do they need to follow a book or if they need more flexible materials, or if they are children, if they are classes for children, what kind of classes do parents look for for their children. So here too, with many details, words, ideas, you can describe that person. In fact, sometimes the academies even organize a meeting, union very much directed only towards that. So, for example, a person, someone who represents the team of teachers, someone from the administration, someone from the management team. Because you are going to have different perspectives, different points of view, and you are going to see other little things in your clients. So that can be a, then, it can't. which will surely be a great source of inspiration and a base on which you can create your marketing. And then we also identify the possible doubts or concerns of your potential customers. So, if they decide or do not decide to sign up for a language course due to the price or the quality of the course or the time they have. Or maybe there are other things that stop him when it comes to making the decision or they simply have other concerns, okay? So we write both the positive things of our ideal client, potential, it depends on how we see it, and the slightly more difficult things they can have when it comes to making the decision. And then, when you already have your buyer persona, we move on to another stage, which is Customer Journey Map. That is to say, here we create the experience map of your client. You can also think, if you think about your client, you have that super well-organized process, or maybe you improvise in some stops, let's say, on this path. Y eso es algo bueno también para reflexionar en ello, repensarlo, y igual planificarlo desde el principio o simplemente ponerlo en orden. Porque vais a ver que igual en alguno de los puntos algo falla o simplemente podéis mejorar alguna cosa pequeñita, pero que influirá muchísimo luego en las matrículas. Vamos a ver a qué me refiero exactamente. El primer, porque aquí pensamos en estos puntos de contacto que tiene vuestro cliente con la academia. Entonces, el primer contacto que tiene es el descumplimiento, es decir, cómo el cliente encuentra vuestra academia. Y vosotros tenéis que estar seguros de que conocéis exactamente este primer contacto de vuestro cliente con la academia. If it is, for example, on social media, if it is because they are walking down the street and see your poster of your academy, or because of the flyers that you have mentioned, that you give, for example, to parents in public schools, for example. So, how do they discover your academy? The next step is consideration, so if you are already thinking that, well, I want to sign up for an English course or I want to sign up for a Spanish course, if we think of foreign students, yes? Well, how do they look for the information before deciding? What tools are they going to use? Are they going to use only networks or are they going to see different websites of different language academies? Or maybe, I have mentioned that with time your budget people change so maybe the client now enters the chat and asks What academy do you recommend for an English course in this area? All of this influences the decision of the students so you have to know what tools your clients use Well, the client has already discovered you is already considering whether to make a decision. Then the next step, which we always expect, is the decision. Then the client makes the decision to enroll in your academy. And here you also have to have the answer. Why do they choose your academy? In that sheet of paper that I have mentioned, you can also make this rain of ideas. Then write the reasons why they choose your academy. Y aquí no seáis tímidos, escribid todos los que os vengan en mente, porque luego una buena fuente de inspiración también son los comentarios. Si tenéis vuestro perfil, y supongo que sí, en Google Maps, seguramente ahí recogéis las opiniones de vuestros clientes, pues fijaos detenidamente qué escriben ahí vuestros alumnos. So it can happen, and it often happens, that what the clients describe in that part of the comments on Google is very different from what you write on your website. So they see other advantages of your academy that may not appear in your offer for some reason. So pay attention to this and make a very long list of all the reasons for the registration of your students. I didn't mention it at the beginning, but maybe some of you are wondering if you are going to receive the recording of the webinar. Yes, you are going to receive it. So after the webinar, you will also have all these guidelines and you can follow them at your own pace. OK, so next step. When the client has already made the decision, Many times, the academies think that the path ends here. Well, we already have it in our academy, and we focus on the next leads and potential clients that can join our academy. No, we should focus a lot on the student in our academy and see what their experience as a student is like. Because also several of you have mentioned that what works in your marketing is from mouth to mouth, right? Well, that happens because the experience as a student is very good. The student feels very good in your academy, both because of the quality of the classes, but also, I suppose, because of the communication you have with him, for example, because of the reports, for example, of the progress he receives and sees that he is advancing, and in general, the whole atmosphere in the academy. That will influence the re-enrollment of the same student, but also that he is going to write a positive comment on your social media and he is going to promote, he is going to recommend your academy to other potential clients. So, the whole path does not end here. And then you also have that last step, which I have already mentioned a little bit, loyalty and recommendation. So if the student stays and recommends your academy, this is the final point, let's say, yes? Which is very nice with the experience as a student, because that is like something eternal. You said that marketing is an eternal task, well, that too, yes? We have to take care all the time of the student's experience and if he recommends our academy, if he does not recommend it, what can we do to make him do it. Well, that's it. I hope everything is clear. If you have any questions, I am here to answer your questions. And also another way of visualizing it that can be very useful for you and that I suppose that also many of you know is the marketing funnel, the sales funnel, which is actually the first step towards registration. That is, when you have all your leads, your potential clients, there are many, yes, and then, for some reason, some, I don't know, choose another course because of the price, because of the modality of the course. Of course, our goal is for everyone to sign up. It's not always like that, that's why they go through a funnel. In that funnel, there are several stages that we have to follow and that we have to have very well organized so that the student stays with us for longer. How to organize it? How is that marketing funnel actually? In the first stage we have the attraction. That is, they are the people who still do not know your academy And here, the important thing, if you don't know us, we can't sell our courses directly, we can't talk directly about the prices. We need to have it in the offer of our academy, yes, but for someone to want to register, first we have to generate their interest, we have to generate their attention. So here we should, at this stage, answer the questions, general, but that we don't invent ourselves, that actually our client already has. And a person who is already interested, is thinking about a language course for themselves, for their child, is thinking about how to choose a good language academy. Everyone thinks about it, so the content that you create in the networks, intended, dedicated to that type of people, should, for example, responder a esa pregunta o cómo conseguir que tu hijo hable inglés con más confianza si son cosas que tienen vuestras vuestros clientes son preguntas que se les ocurren a vuestros clientes potenciales al principio del camino sí y aquí vamos a ver también estos errores que a veces cometemos es decir bueno lo primero en lo que ya As I said at the beginning, we shouldn't try to sell too fast because first we need to create that confidence, to show that our academy is really a place where we answer questions. So, we are a good language academy, it's a place where a child can speak English with more confidence. So, we share that kind of knowledge. Then, the important thing is that also in that stage, many times we talk only about the academy, but we don't talk about the client. And in that stage, the client is more focused on himself than on the product. He is thinking about his needs. So here, the content that you can have in your ads, networks, etc., because in general terms, in your marketing, you should have content for each stage of the funnel, OK? Because you can have contact with leads in different stages. And sometimes someone can go directly to the second or third stage, depending on the relationship we have with the client. Or, you know, sometimes a stage can last, I don't know, 2 days, sometimes 10 seconds, OK? So that's very different, very personal. That's why we have to have content for each type of step. That's why we should also think about the client and their needs, respond to the doubts they may have at the beginning of that path. Then, the content is too generic. I see that very often on web pages, I don't know, for example, on Instagram, yes, from the academies, which is all very generic for all kinds of students and it is not focused, for example, on teenagers, on clients who, I don't know, if you have courses, for example, in English and Spanish in your academy, well, everything is focused on English or Spanish, but it is very generic, the client does not identify directly with it, so also think about that, the messages are not segmented, so Everyone receives the same type of message when they already have some interest and lack of follow-up, which is the problem in each stage. So, for example, someone calls the academy because, well, he sees that he finds the phone number. That could be the next stage, but sometimes it also happens here and they don't pick up the phone and that's where the story ends. because basically the person is looking for another language academy and calls or writes to another academy so the lack of followers is relevant in each stage Then we have interested people, this is the second stage, the interest these are the people who write to you by whatsapp They already fill out a form, or they ask, they enter on the way, on a walk, they enter the academy and ask, let's see, what courses do you have, if I can take a flyer to see your offer. I see that Raúl writes, it is difficult for me to do the step well because I lack time to create content. I know, I know because being a director of language academies, there are so many tasks and you have to be responsible for so many things but today I'm going to give you ideas of content and how to do one thing and one action only to have several types of content at the same time In a few minutes I will tell you about it, so I hope it will be of great inspiration as well. And coming back here, when someone contacts us and we are thinking about this follow-up, we have to have a plan, a plan but adapted to different people, to different stages of the course. ¿Cómo respondemos a alguien que pregunta por el curso para niños y cómo respondemos a alguien que pregunta por un curso para adolescentes? Porque la respuesta en realidad debería variar bastante. ¿Qué información enviamos? Porque a veces las academias envían demasiada información o descrita con demasiados detalles. The client needs to know what steps he should take to continue with the enrolment but the steps should be super simple, without complicating our lives then how to detect needs because sometimes it can happen that someone asks us for a course and you answer a very automatic thing these are our courses, our academy is like this, and so on The best thing is to feel, to listen to what your client really needs, what kind of course you really want to take, to ask these questions, to be interested in your potential client and to respond by including these answers to their needs. That is, if you are looking for a very communicative course, we do not answer that we are experts in preparation for exams, But we say that if you have this offer, of course, available in your academy. But the most important thing, of course, the students get very good grades in the exams. But we focus on communication so that the student, then, for example, in the market to fly, can have international meetings without problems and without fear of speaking, for example. So, thanks to this, you build trust between you y vuestros clientes. Seguimos. Aquí algunos errores que cometen las academias son responder demasiado tarde. Y eso puede pasar porque no tenéis alguna plantilla. Está muy bien tener guardadas varios tipos de plantillas y luego enviarlas a vuestros clientes, pero plantillas divididas por tipos de clientes para que sean personalized, and not always the same. Then the answers are too cold, automatic, with a little bit of boredom. And the client, you know, if someone calls your academy, it's something important in that person's life. So what he expects is to hear a lot of enthusiasm, yes? And to see that the academy is really a very welcoming place that he expects. about giving too much information, I have already mentioned it, about monitoring at each stage, we remember that it is super important, and the process as well. So, if someone asks us how we contact the person, what steps we send them, then having a good process. Of course, so that the student does not have to wait too long, because remember that very often the student sends the same question three academies at the same time. The first one that responds, the one that sends the best offer, best described, the most attractive, the clearest, the simplest, will simply choose that academy. In the next stage we have the moment of desire, then the student, the client, feels interest and and, in fact, wants to sign up in your academy. He has already compared the prices, the methodologies, it is almost decided, so it is the last moment. Maybe he is hesitating a little, but here, in this case, we need to solve any doubt. So, maybe the prices in your academy are a little higher than in the others. cliente se siente muy atraído por vuestra metodología o por el contacto, por el ambiente que creáis en ese contacto con vuestro cliente potencial, así que aquí es muy importante mostrar el valor de vuestra academia para no perder ese cliente porque él casi ya ha tomado la decisión pero necesita asegurarse y necesita sentirse apoyado también en esa the last stage before signing up. So my advice would be not to take it as something very safe, like, yes, it's going to be registered, it's safe, I don't have to think about that client anymore, because it's very easy to lose it at that moment. We need to take care of it until the last moment. If we think about some mistakes that can happen at this stage, Es presionar demasiado, también el cliente lo va a notar. Entonces, tenemos que darle el espacio, pero también los pasos bien claros que debería hacer. Complicar demasiado el proceso. Entonces, si el formulario de matrícula tiene 50 campos para rellenar, eso también puede complicarlo y desanimarle al cliente. Así que debería ser bastante simple. Presionar. Bueno, eso se repite aquí. Entonces, ya lo hemos hablado. Y no cerrar con algo concreto. Eso también suele pasar que el cliente no sabe cuál es el siguiente paso que debería hacer y no sabe ese paso concreto. ¿Qué debería hacer como lo siguiente? Entonces, por ejemplo, tiene que rellenar el formulario de matrícula, pero no sabe que debería hacerlo durante 2 días porque ya cerráis el grupo y necesitáis confirmar las plazas. Entonces debería tener como el tiempo y espacio pero también una fecha determinada para que vosotros, vuestro equipo por ejemplo del contacto con clientes no tenga que esperar demasiado para que vosotros lo tengáis ordenado y para que el cliente sepa que hacer. Luego ya pasamos a la venta, es decir tenemos a nuestro alumno matriculado y conozco algunas academias que lo hacen super bien porque al cliente matriculado le envían directamente por ejemplo un pdf con la oferta de la academia o sea ya no es la oferta es la descripción como es la academia que puede esperar del curso como puede prepararse para el curso a veces las academias por ejemplo envían un material para los padres como sabéis como un e-book de 10 20 páginas como motivar a mi hijo a que aprenda inglés o que hacer para practicar inglés con mi hijo en casa pensar qué bien se sienten estos clientes se han apuntado a una academia de idiomas no esperaban recibir un material así pero sí que lo reciben o si por ejemplo las academias usan la plataforma Langleyon, pues también reciben un PDF que les explica qué es la plataforma, qué el padre puede hacer ahí, dónde estará informado de todo lo que está pasando en las clases. Está muy bien hacerlo porque así el cliente directamente ve mucho más valor de lo que esperaba. Entonces está bien sorprender a vuestro cliente en esa etapa porque eso influirá luego en su fidelización también. Y, al final, tenemos, a veces, en esos embudos de marketing, no aparece esa última etapa. Todo termina con la venta. Pero, desde mi perspectiva, la fidelización también debería aparecer aquí porque, como lo he mencionado en esa mapa de experiencia de vuestro cliente, tenemos que cuidar de nuestro cliente no solamente antes de la matrícula, pero cuando ya está en nuestra academia, pueden ser tratos muy pequeñitos, pero en realidad luego influirán en la rematriculación o a que va a recomendar vuestra academia a los demás. Entonces, tened en cuenta siempre esa etapa. A veces añaden una etapa más que será recomendación. Entonces, tipo de tareas que tenemos en cuenta para que el cliente nos recomiende. Sería otro tema para otro webinar, supongo, porque hablaríamos más bien de la satisfacción de clientes y de cómo mantenerla. Creo que ya hemos hablado, de hecho, de eso en alguno de los webinars, pero igual en el futuro volveremos a hablar de ello también. Pues ahora vamos a algunas cosas prácticas que podéis incluir en el marketing de vuestras academias. Y ya habéis mencionado también sobre lo de crear contenido, que puede faltar tiempo para ello, cómo organizarlo en general. Ya sabéis que deberíamos dividirlo, segmentarlo en diferentes tipos de personas que vienen en vuestras academias. But on the other hand, you also have to have clear types of content that you share, that you create. And think about what type of content you already have in your academy, or what is missing, what you should create a little more. We have three types of content. We have textual content, graphic content, and video and audio content, which I have in the same category. If we think about language academies, I think we don't have to divide it. And what does each of them refer to? El contenido textual es el blog, sé que puede sonar como una cosa un poco del pasado pero realmente está volviendo y haciéndose más y más popular hoy en día, ¿por qué? Porque si escribís artículos, si tenéis algún blog en la página de vuestra academia, de hecho pueden ser algunos artículos que son evergreen, ese tipo de artículos son los que siempre van a ser actuales. You don't write about the trends in language learning in 2026, but you write about how to motivate yourself to learn a language. This content will always be up-to-date. And if you publish in your blog, that means that many times you mention your academy. And thanks to that, your academy then appears in, for example, search results for artificial intelligence. Yes, for example, chatGPT is based, for example, on blogs as well. So, if you have that kind of content, it can influence the positioning of your academy on the Internet in general. Of course, everything you publish on social media, if you create some e-books, which I have already recommended a little while ago, some case studies, that is, all kinds of testimonies, interviews with your clients, it is very good to have it well done on your website, dedicate time to it, because then, think about yourself, if you are looking for any product, today we read opinions, We want to see the experiences of others, so we trust in the experiences of others. So it is very good to have these case studies, testimonies, well written on your website. Also frequently asked questions is also a very important section, because the chat, for example, is also based on that section of your website. So blog and questions are like the food for the chat. Some interviews with your teachers, your team, it is also something very attractive for your students and all kinds of flyers that you send by email. Then graphic content, so if you have some interesting infographics, all kinds of photos, presentations, banners, memes, GIFs, all kinds of content. If you have that kind of content on your website, it's graphic content. So you can think about what quality that content is. If everything is well combined, you have the same colors that you use, the same sources, if there is order in your graphic content, if you look at your Instagram As if you saw it for the first time, is there coherence in all this or not? It can be something that can help you when deciding what to improve in that search for leads. And the video content, which I know is harder for us to record a video or a reel for Instagram, But that's the trend nowadays, when it's really what attracts people the most. So you can think that maybe you have teachers, many times they are the teachers of Generation Z, for example, who are not so afraid of the camera. In fact, it's something they would like to do. Think that maybe you have some people in your team y a las que les gustaría ocuparse también de esa parte de marketing en vuestra academia. Y si hemos ya resumido algunos tipos de contenido que podéis ir creando en vuestras academias, me gustaría también volver a hablar de vuestra página web, because if the client searches for your card on Google so that you appear on top of the list, so that the client can read the reviews of other academies, but then it goes directly to your website. So, I want to review with you some essential elements of your website. So, take a look if now, at the time of registration and very soon, if your website is attractive and if all the information included there is current. Because many times I can see that we have on the website registrations 2025-2026. The student enters there, does not find the current form, leaves the website and looks for another language academy, yes. Intuitive navigation. Imagine that you are a teenager or a parent who is looking for a course for their child. Where do you want to click? What information are you looking for? Or you can show your website to your partner, your friend, your website or your business and have them give you an honest opinion. Or observe what your website does, if it really knows what to do on the website or if it gets lost at some point. Because we should correct that point. If the homepage is shocking, if the information about the courses is very clear, if we have the section about us with your photos, that part should also be described in a friendly way, professional but friendly, because that also has a lot of influence on the perception of your academy. Testimonios, ya hemos hablado de ello. Blog también. ¿Cómo es vuestro formulario de contacto? Si es fácil de usar, si luego los leads que llegan de ese formulario llegan a vuestro correo electrónico, se pierden, o si los tenéis bien guardados en vuestra plataforma de gestión. Entonces, por ejemplo, en Langleyon está hecho así, que alguien rellena el formulario de contacto. Ese contacto pasa directamente a Langleyon y el equipo Administrativo directamente tiene la tarea pendiente de que tiene que contactarse con esa persona. Si el alumno puede matricularse en línea, si tenéis pruebas de nivel en línea y esas pruebas se corrigen, por ejemplo, automáticamente, si el SEO lo tenéis automatizado. Call to action son los botones que animan a la acción a vuestros clientes. Si tenéis muchas veces, muchos, estos botones que ponen, por ejemplo, apúntate en nuestro curso. Sí, reserva tu plaza en ese grupo. Fijaos si se repiten y si el cliente sabe dónde tiene que hacer clic para seguir con la matrícula. Si tenéis enlaces internos, externos, eso significa que vuestra página web aparece en otras páginas webs. Y gracias a ello, también el posicionamiento, For example, in the chat, it's going up. So it's very nice to publish your links on other websites. That often happens, for example, thanks to collaboration. If your accreditations, promotions appear, if you have an event calendar. I always encourage academies to create events, a promover los eventos porque eso influye en el ambiente que tenéis en la academia. Pues, si los clientes que todavía no forman parte de vuestra academia, porque los clientes actuales lo saben, pero que los clientes fuera de la academia también vean que en vuestra academia pasan muchas cosas interesantes, que no es solo el aprendizaje de idiomas, pero también la oferta cultural es muy atractiva. If you have multimedia content, social media integration, or if you collaborate with people from different countries, then the page is also available in different languages. I know it's a lot of information. And at first, you can say, well, we don't have everything. But please, if you want to modify something, you see that something should be improved, analyze it with a very different perspective, as if you put on new glasses that see everything in a very different way and see if there is really something that could be modified and improved. And then also the posts on Instagram, I could talk about it for an hour and a half, but in very few words really. If you are looking for inspiration, especially if you follow other people on Instagram, but not personal accounts, but rather business, Look at why you follow these people, what kind of content you like, what kind of content you like, what kind of content you give a little heart, because that is the inspiration. Well, if there is, for example, behind the scenes, I know that the students love to see what is happening in the academy outside the classroom, or for professional clients to be able to take a look at what the classes are like in this academy. They know our team, so if on your Instagram there are really some, for example, short interviews, It can be something very funny, light, but so that people can know what your team is really like. What do your students think? Then some very, very relevant testimonies. Something about the history of the Academy. People also like to see how it all started, what changes there were over time. And you can repeat that every 20 posts, you can go back and tell something interesting about the history of your centre. About your values, but that they are close, innovative too. About your recent achievements, any small achievement, even of one of the students who managed to learn something that was very difficult for him. who, thanks to participating in your course, went abroad, for example, or passed their exam very well. I know that exams appear a lot in your accounts, but there are many more achievements, smaller ones, of which you can also talk about. Some special moments. There are many in the Academy, so it is good to be aware of those moments and also publish them on your networks. about your methodology, about your classes, and some news and news. And there are many more types of what you can do, but include one or two. It is very good to create an action calendar. Decide if, for example, you publish twice a week, once a photo, once a video, or once a description of the offer. So instead of doing it improvising, because many of you have mentioned it, create a plan. And sometimes it's good to do less, but well thought out what type of client, depending on what stage of the funnel it is currently, what type of content we offer so that each of them finds something for themselves. And I have also mentioned before that there is a very interesting way to attract new customers to your language academies, which are the webinars. Collaborating with many international academies, I am noticing that it is something that more and more academies are opening up today, because it is a very good way to position yourselves as experts in the area or among other language academies, ¿Por qué eso directamente los webinars, todo tipo de talleres online para vuestros clientes actuales o potenciales sobre todo, forma parte de vuestras herramientas más potentes en cuanto al marketing? Podéis captar a muchos leads gracias a esos talleres. Lo importante es que estos leads van a ser muy bien cualificados. because if you organize a webinar, for example, whose title would be... let's see, something we have already talked about previously for example, how to motivate my son to learn English at home, how to motivate my son well, thanks to that, all the people who are going to sign up for that webinar are going to be the parents whose children learn English but are still unmotivated, they don't want to learn it It may be that they are in other language academies, but that they are not working so much because the child is unmotivated. So, in this way, you already have a group of people who are really interested in your offer, but there you don't talk about your offer, you talk about what interests the father. So, that question, do you remember, that it has before, that it has in that stage of knowledge, of the first interest. And then, you can also differentiate from other academies, because while many of the academies speak on their websites, on their social networks, discounts, prices, schedules, places, which is also important, we can't lose that part of the content. But you can also be an academy that explains and teaches, but teaches a lot more. I recommend that way of posting on Instagram, in which, for example, 10 more useful words during your trip to England. It's a very attractive post that generates a lot of movement on social media, it's very good, but if you organize a webinar in which you share a lot of knowledge, you give a lot of educational value to, for example, children's parents or adults who are interested in learning a language, You directly position yourself as a reference in the market. And what I was saying before about creating content. When you create a webinar, you have to dedicate a lot of time to prepare yourself well, to prepare all kinds of content. You need to have experience and knowledge related to the topic, but if you talk about motivation, how to organize language learning, how to choose a good language academy are things you know because you've been in the market for many years and for your clients for example for parents it's a novelty so if you publish that webinar if you organize it then you have a lot of content that you have already saved for that webinar and you can share it on social media on your blog on your flyers on some e-book So you prepare a lot of content at once, it's a lot of work, yes, but then you can recycle that content for a long, long time. And also, thanks to webinars, and I think it's one of the most beautiful things, because I'm always more attracted to these human factors, in the contact with clients, with other people. So, thanks to the webinars, you can create a community. You can get to know your current clients better. You can get to know your potential clients better. You can see who is most interested in your courses. And you can also segment them and, for each of them, prepare another type of webinar. Here, to leave you some ideas, look, for example, you can organize a webinar with the question that a client has at the beginning At what age should I start my son with English? Look, here you talk about English teaching for the youngest, but if in your offer you have courses for children who are 6, 7 years old or even younger than that age Well, perfect, because this way you educate the parents that it is possible to give classes to very small children and that they can have results in that way. Or how to get your child to speak English and not just do exercises, right? For example, how to accompany teenagers with English. Many parents probably already ask that question. Or how to prepare the official exams without stress, a guide for parents, or it could be a guide for students. Or academy apps or online classes that really work. Or, for example, courses for adults, how to learn English again after years. There you will have a list of the very well qualified leads and of the adult people who are interested in learning English. And I'm really interested if you would like to try it, because I know it can be something totally new for you, but based on my experience of many years, I know that it is something that really works. And you know, many times teachers participate in many educational webinars, So, this is how to change the perspective. And now, us, teachers, yes, to train the parents, to train the clients of what they don't always know. And for the academies, for the directors, for the teachers, it's something so natural, something so obvious. Well, I'm going to share with you, because I've been talking for so long, and I would like to activate you a little bit, I'm going to share with you a survey that you can solve right now and you can answer some questions, okay? For example, what purpose do you organize or plan the webinars? It can be if you plan or what purpose you could in the future, okay? You can think about that perspective too. The next question is if you organize or plan some webinars with some other purpose. Also, if in this webinar I have inspired you with something, you can include it among these ideas. También podéis escribir, si estáis interesados, quizás en alguna demo, para explicaros cómo organizar estos webinars. Y, bueno, eso, Jess, más bien, si estáis interesados, podéis mencionar también si preferéis el contacto por teléfono o por correo electrónico, también podéis escribirnos directamente. So, I'll give you a bit of time to think about it. In the chat you can also write if you think you could really organize some webinars like this, because, as I mentioned, not only do you position yourself in the market as experts, but you also create a lot of content for the future, for your networks, for your website. And you can use it for a long, long time, because those webinars can form part of the Evergreen C content. So that will be current for a long, long time. I see that some people are finishing solving the survey. So I'll give you a little while to finish it. And we'll go back to the presentation. We still have a few minutes. I have so many ideas to share with you, but we are going to sum it up a bit. I'm going to close the survey. Thank you very much for participating. We have finished the vote and we are back to the presentation. I hope you can see it now. I think so. And the last topic that I would like to talk about today is evaluation, because I know that today in the webinar you are going to leave with a lot of ideas and you are going to think how you have it now in your academy, how you could have it in the future And many times you can think, well, I think we are doing well, from what Alexandra has spoken, yes, more or less we have it in our academy, but it is a little better if you know how to say, for example, that in the last quarter or in the last year we have increased, for example, a 12% in retention. That information is much clearer, much more direct and gives much more information for you if the changes you have made in your academies have any result or not. Well, I think we are doing well, but we don't really know if, for example, the number of students is going up or down. And I want to recommend to you some ways of how to evaluate, how to measure in practice what you are doing. And as for the capture of leads, it is very good to control the number of leads generated per month. So, how many consultations have you had in the academy, for example? How many calls? How many forms? If you know how to say if that number is going up or down, you can see if, for example, more and more people fill out the forms. Thanks to that, you can see that more and more people visit your website. That's working. Or you see that, lately, fewer people fill out the forms. Well, it's also direct information that maybe you have to modify the website. Maybe it has something outdated. Maybe you need to be a bit more modern, OK? But a question, yes? Elisa already has to go to another meeting. Well, perfect. Thank you for participating. And then we'll give you the recording. Then, also check, going back to the student capture, which channels attract more students, yes? If they are social networks, recommendations, yes? I think that, intuitively, you know how to say it, but then, many times, the numbers can also surprise us. On the one hand, it is the acceptance, in which we have focused today, above all, but we also have the issue of retention. So, look at what percentage of students renew their matriculation, year after year. Or, if there are some reasons for a drop, what are the reasons? Because if you don't have all that information in one place, then it will be much easier to prepare your offer better. And as in many international companies, in language academies too, you can measure using the KPI, which is like a key performance indicator. Son, en pocas palabras, unas métricas concretas que nos enseñan, nos muestran si vamos en la dirección correcta con el marketing, por ejemplo, de nuestra academia. Y aquí tenéis algunos KPIs más típicos que también podéis intentar medir en vuestras academias. Es decir, el número de matrículas nuevas, aquí he puesto en septiembre. Pero, por ejemplo, podéis medirlo mes por mes, ver qué número tenéis en junio, julio, agosto, septiembre. Porque eso también puede indicaros en qué momentos deberíais, por ejemplo, invertir más en anuncios, en redes sociales, por ejemplo. Por ejemplo, o en qué momentos deberíais publicar más contenido. O, por ejemplo, en qué época del año organizar un webinar para captar nuevos clientes. Luego también el porcentaje de los alumnos que continúan al next year, if we measure the retention, each academy should be very clear about how many students would be, what percentage of students, if it goes up or down. Also, if you measure, we haven't talked about that today, but they are two indicators that are also quite important, that is, the average score of surveys, for example, For example, in Langley, the students or parents fill in the satisfaction surveys and thanks to that we know if everyone is satisfied or not, at what moment, if we should change something too. That is very good, to organize before the end of the semester to act before the student makes the decision, for example, to drop out, something we want to avoid. For example, the academic, the percentage of approved in the exams, I know that you measure it and publish it on the networks, but those who do not do it, it is also important because then that forms the content that you publish on social networks as part of the promotion of your academy. And to finish, it is advisable not to introduce too many changes at the same time, because you have to try it little by little, because if you introduce too many changes suddenly, then you will not know what has worked or what has not worked. The good thing is to do it all step by step, so one action per week, decide what actions you should plan per week, what actions you want to do throughout the month and then, very important, it is something that we avoid or omit simply because of the amount of work we have, but it is very good, at least in a very general way, but to measure the results to see if the changes that we have introduced in the academy are working and if not, we don't give up because one post is not going to change the world, two posts are not going to change the world, a new form also needs a little time, but we adjust, we adjust the changes that we have introduced, we introduce new changes and again we plan us the changes, the updates in marketing in your academies. And, well, with that, I think we're going to finish little by little. If you are interested in how Langlion, as a platform, helps in all this process, it helps in, I'm going to share it in the chat too, Si queréis ver cómo podéis gestionar todo el trabajo académico, administrativo, también de marketing, desde un solo lugar, sin usar demasiadas herramientas, pero para que también vuestros clientes tengan a mano toda la información relacionada con los cursos en una aplicación móvil, pues os animo a contactar con nosotros. En el chat he publicado un enlace. Here you can simply book a meeting with us, and we can actually talk about two things. On the one hand, of course, we can show you what the Langleyon platform is like, but you can also use it as a form of contact with me, and if in any way you are looking for more inspiration, or you want to talk about how you carry all these topics in your academy, and if you simply want some more personal advice, I am here at your disposal, you can contact us. And really, my team and I will be delighted to help you with anything. Thank you very much for your participation, for all the comments you have shared. I have enjoyed reading you and having a little contact with you through the chat. Many thanks also to the ClickMeeting team for the invitation and for having you here. And well, I hope to see you in the future. To contact me directly, you can write to info.langlion.com and I will also receive this email, so I think it's the easiest way to get in touch with you. Thank you very much, have a good week and many well-qualified LEADs in your academies. See you next time, bye bye. you