Chinese Higher Education Marketing and Sales Solution

As Chinese families choose a school, they make use of many different online channels for research.

Reaching these potential students can be daunting due to cultural differences and the complexities of the Chinese digital landscape. We simplify this process for you.

With over 15 years of experience, we offer comprehensive marketing services to help universities and other higher education institutions build trust and drive growth in China.

Your One-Stop Solution for Higher Education Marketing and Sales in China

With us as your strategic partner, you instantly gain access to an all-inclusive Chinese marketing and sales team that will seamlessly integrate with your global marketing and admissions team, handling high-level communications and hands-on marketing efforts.

In short, this means you’ll have a higher chance of succeeding and the ability to grow faster.

But what does this mean for your school in practical terms? Let’s break it down.

Optimize Strategy for the Chinese Market

Reach an Optimal Strategy Faster

Our approach involves taking your existing strategy, refining it to align with Chinese market dynamics, and implementing it effectively.

Using a lean process, we will work together with you to continuously improve your strategy based on real market feedback.

Drive Attention With Targeted Advertising

Using highly targeted ads on major Chinese platforms such as BaiduWeChat, and Xiaohongshu, you’ll attract students and parents early on in their decision process.

This will help you build a well-targeted following of potential students eager to absorb more information about your school.

A Baidu ads result of SaintMary's School, created by Nanjing Marketing Group
A screenshot of Cambrian College's Chinese website homepage, created by Nanjing Marketing Group

Launch a Chinese Website That Works

One problem with many schools’ websites is that they don’t load quickly in China. The “Great Firewall of China” throttles incoming and outgoing Internet traffic.

We’ll create a Chinese website that looks similar to its English counterpart. Check out this example of Cambrian College, a smaller sister site to their original website.

Earn The Trust of Your Future Students

Choosing a school to attend is one of the most major decisions in life. Students and their parents begin the decision process years ahead of time, and you need to be there for them throughout the entire process.

We’ll “transcreate” your English source content into articles, images and videos, then publish on your Chinese website, the super-app WeChat, Xiaohongshu, Bilibili and Zhihu.

We create entertaining and insightful content that receives 3X the engagement rate of other schools.

WeChat profile page of Cambrian College, content created by Nanjing Marketing Group.

“Nanjing Marketing Group’s service is 5/5 stars.
We appreciate their professional content planning, online event organization, and social marketing for us.”

– Ryan Du, China Program Officer, Conestoga International Education

NMG helped Conestoga attract as many Chinese international student recruitments as they wanted.

Convert Inquiries to Enrollments

Our teams include not online marketers, but full-time education agents.

But, while agents will try to sell students on four schools, we will sell them on only your school.

The result is a higher conversion rate.

Google Looker report showing organic search visibility trends on Baidu and Google, with spiky generally upward-sloping lines.

Enjoy Crystal-Clear Communication

You’ll get:

  • Visual reports with data from all platforms and your website.
  • Weekly video meeting availability.
  • Efficient planning on ClickUp (project management tool).
  • Slack or WeChat group chats.

“It is exciting to see the number of followers has increased after each posting on WeChat.”

– Becky Xu, International Manager, Cambrian College

We helped increase Cambrian College’s enrollments of Chinese international students by 600% from 2019–2021, DURING A PANDEMIC.

Chinese Higher Education Marketing FAQ

Most industries can be promoted in China, but industries related to gambling, drugs, and other illegal activities are prohibited. However, with stricter policies, some industries have faced restrictions on their promotion channels, such as the financial, pharmaceutical, and investment sectors. The platforms available for different industries also vary, as do the required qualifications; therefore, before you enter the Chinese market, be sure to understand the situation of your industry in China.

Generally, a business license is a must. If you plan to use advertising platforms (Baidu Ads, WeChat Ads, etc.), you must provide bank statements and your website. In specialized industries, such as logistics, you may be required to provide qualification documents like a road transportation permit.

In China, some company websites use a VPN to bypass the firewall. Your promotion in China will not be affected by the firewall, and even Google Analytics data can be tracked. However, your website must load quickly in China and provide a problem-free user experience with a clear conversion path and an attractive CTA. There have been cases where a client’s login system could only be accessed via VPN, leading to a poor user experience.

Yes, Chinese users’ choice of destination relates to the countries where they plan to work. See our research in this blog and white paper to better understand the preferences of Chinese students. This does not mean your country has no market; instead, tailor your promotional target audience and strategies based on the preferences of students and parents.

From the decision to start to the start of promotion, it can take as little as one month. Calculating the time needed to achieve success depends on many factors, such as your industry, target audience, budget, and goals. However, everything has to start somewhere. We recommend you start with a basic plan, invest a small budget to test Chinese users’ feedback, and then continuously expand your promotion channels and budget as the promotion progresses.

In 99.9% of cases, you need a Chinese website. Even if your target audience speaks English, a Chinese website (Google Translate does not count) will enhance the user experience and give the impression that you care about them. Additionally, this website will serve as a landing page for all your promotion channels, with subsequent conversions and analysis focused on this site.

Around 80% of our clients have this problem, and hiring an admissions officer right from the start is not cost-effective. Our bilingual team members will learn about your business, communicate with your clients in Chinese, and provide real-time feedback in English. When your business grows to the point where it’s time to hire a full-time admissions officer, we will help train this employee to prepare them for the role.

Initially, we recommend using your existing articles for promotion. However, we advise you to create new content tailored to a Chinese audience, as your products targeting Chinese users will certainly differ from those in other countries.

We will share a visual report of the previous month’s promotional results with you every month and set the promotion plan for the following month together. Quarterly, we will review and brainstorm ideas for where to concentrate our efforts. Of course, in the early stages of your project, communication will be more frequent, with weekly meetings or daily messages via WeChat, Slack, and email.

Since 2008, we have successfully promoted over 300 ads in the Chinese online marketing industry. Currently, we are focusing on the B2B and education sectors. Here are our case studies

First, contact our sales team to arrange a brief introductory meeting to establish your current situation, goals, and expectations. After a short research phase, our team will provide you with a detailed plan tailored to your situation. Once everything is ready, you can start your China market promotion.

 If you wish, we will handle everything from project initiation to implementation, promotion, and sales. We can take control, and all you need is to collaborate with us in the initial plan-making stage and then regularly check our promotional success. If you want to be more involved or need to control accounts, we also welcome it. We will share our experience and techniques in domestic online marketing and brainstorm together more promotion methods. All accounts we register belong to you, so you don’t have to worry about account theft.

Contact Us for a Free Consultation

Whether it’s through email, chat, or a scheduled video meeting, we’re here to help.

We’ll identify the potential obstacles hindering your expansion in China, and we’ll recommend the best course of action based on your individual needs.

If you think we’re a good fit, you’ll receive a proposal within a week.

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