The Complete Guide to Getting Started with LinkedIn: LinkedIn Basics for Language Schools
There are many social platforms that you can use to promote your school. LinkedIn is a well-known and popular one, but it serves a different audience than the most popular social media like Instagram or Facebook.
It is highly unutilized by language schools, but it also requires more effort than other platforms. Here’s all the info you need to decide if a LinkedIn profile is for you and how to get started!
Shortcuts:
Why Would You Add the World's Largest Professional Network to Your Digital Marketing Strategy?
How to Establish Your Language School's Presence on LinkedIn
Blogging On Linkedin Isn’t Difficult If You Know Who You’re Writing For!
Conclusion - Now You Know What You Need to Know About Using LinkedIn for Your Language School
Get access to our library of free marketing guides, trackers, and templates for expat language schools:
Why Would You Add the World's Largest Professional Network to Your Digital Marketing Strategy?
LinkedIn is a social platform, but its main characteristic is that it’s meant to be used for professional relations. It can be used to showcase your company’s achievements to your employees, potential job candidates and other professionals working in the industry. It’s also a great place for people to share their work experience and successes so they can be found by recruiters or connect with people of the same specialization. It can be a powerful tool for networking, but due to its professional nature, it’s not as versatile as other social media.
Since LinkedIn is not for everybody and it’s mostly used by people seeking jobs or networking opportunities, it’s also not the best place for marketing for everybody. Before you sign up and create your company’s profile make sure your client avatar matches the platform. Otherwise keeping up with it might not be worth your time.So, who can you find on LinkedIn? The platform has users in all age groups, but most of them are people above the age of 35, especially people from 46 to 55 years old. Younger people, especially college graduates are a growing demographic since a lot of them are using the website for job seeking.
The platform is more popular in some countries compared to others with leading countries like USA, India, China, Brazil, UK, and France. Almost half of LinkedIn users work in upper management and most of them make above $75,000 a year.
That’s why it’s a great place for brands looking for high-paying clients. Considering education, majority of users are college graduates and people without secondary education rarely use this platform.
If based on website’s demographic you decide that the platform can help you reach your ideal students, you can get started with creating your profile.
You can read more on choosing the right social media channel for your school here.
Getting Started with LinkedIn
LinkedIn offers:
profiles which are meant to be created for individual people
and pages which are meant for organizations and companies.
If your business is run only by you, you can focus on creating and updating only your personal profile. However, if your language school has many teachers you should start by creating a profile for yourself and then a page for the school. Both options can be used for networking, but for pages you can additionally encourage people to become the page’s followers.
If you want to make a good impression, make sure you fill your profile or page with up-to-date information and good quality pictures. Then you can focus on posting on your page and writing articles that your potential students can engage with.
If you’re interested in how to create a blog on LinkedIn, it’s very simple! You just have to go to your feed and click on Start a Post and just write what you want to post about. But when you’re planning to write an article for your blog you may want to click on „Write an article” to access the full editor for comfortable writing.
Save up to 4 hours a week on content creation and increase student enrollments!
We’ve created a powerful system for helping language school owners, marketers, and language tutors rapidly speed up their social media content creation process without:
creating a full, professional content strategy
facing creative blocks
feeling the need to copy their competitors
So if you want a crystal clear and predictable roadmap to help you get more students, look no further!
How to Establish Your Language School's Presence on LinkedIn
Regularly posting on your page is a great way to gain potential clients and present your expertise. Best blogs are the ones that talk about relevant topics that people on the platform will search for and will find useful in their professional life.
You can write your own articles from time to time, but you can also share other people’s posts on your page. This is a great way of providing content to your followers without the need to write articles all the time. By selecting high-quality content to share, you can present yourself as an expert in what you’re doing and encourage people to follow your page.
How to start blogging on LinkedIn? To find out what topics are popular and relevant, that you can build a company blog around, you should follow hashtags related to your clients and your business. This way you can gather inspirations for what to write about on your LinkedIn blog and find posts worth sharing and people to follow.
LinkedIn is a great solution when you want to create a blog for your language school without the need to have your own domain.
Developing Content for Your Language School's LinkedIn Page
Since the demographics on LinkedIn differs from other social media, you need to adjust the way you create (or curate) your content. Focus on creating or finding content that is interesting to people who work in management, professionals looking to learn about and discuss their field, and people who are looking for networking opportunities.
When creating a piece of content that will perform well on your LinkedIn profile, you need to decide which type should you focus on. Here are the 5 most popular ones:
1. Blog posts
Creating short-form, informative blog posts can establish you as an expert in your niche and a go-to person for anything language learning related.
Blogging is, by far, the best performing content type on LinkedIn considering its demographic and the way users interact with the platform. However – blogging tends to be rather expensive and for small and medium schools it is a rather tricky marketing expense – read more in this article.
2. Text only
LinkedIn is one of the few social platforms where users are more focused on the text than the visual part of the post. So while creating scroll-stopping graphics, pictures or videos is still important, in case of this platform your words mean more than your pretty pictures. Fast and short text content is the quick and easy way to offer tips, tricks, and other small bits of information to your students or potential students.
3. Curated content
LinkedIn is all about connecting with other people, which means talking about their interests and engaging in interesting conversations. Sometimes that means talking to them about your own company, but not always. You want to become not only a go-to expert but also a source of valuable information.
4. Native video
Video is one of the best performing types of content for quite a while now. And LinkedIn is no different! Just make sure to adjust the type of video to the platform – stick to informative, well-produced video.
Avoid re-posting from Instagram reels or TikTok, as most of the time the short-form, “funny” video will not perform well on LinkedIn.
Try to embed your videos directly on LinkedIn – even though we don’t have the full confirmation on this tip, as a general rule most social media platforms prefer if their users are being kept on the platform, rather than send out to a different online space (like YouTube).
5. Photos, graphics, carousels
You can repurpose content from other platforms on your LinkedIn profiles and pages (however – curate them carefully!).
The type of graphics – including carousels, which can be uploaded as PDF files – that performs best on LinkedIn are infographics, educational graphics, relevant announcements, and statistics.
Blogging On Linkedin Isn’t Difficult If You Know Who You’re Writing For!
How to write an article for your language school’s page? As mentioned before, you need to find topics that are interesting for people that could be your potential students. It’s also best to write about problems or solutions that are new and relevant at the moment.
When you find a topic, you might want to consider these types of content that perform best on LinkedIn:
guides on how to cut costs or optimize a process,
articles stating your opinion about an important aspect of your field,
information about events for professionals in your industry.
You can use any of the topics mentioned above to brainstorm ideas relevant to language learning. If you’re teaching in a physical location – try to keep them geographically relevant as well.
Example?
“How learning German can improve your chances of promotion when working for one of the tech startups in Berlin”.
This is obviously just an example – it’s not fully SEO optimized. But it is good 😉😎
When you choose what you want to write you also need to make it engaging and easy to read. Here are some tips on how to write a good article on LinkedIn:
Keep a clear structure with emphasized headings and paragraphs.
Use lists to make the text easier to read.
Use pictures and videos that match what you’re writing about.
Follow hashtags related to your business to find inspirations for topics.
When you finish writing choose a straight-forward and short (but still SEO optimized) title.
Get access to our library of free marketing guides, trackers, and templates for expat language schools:
LinkedIn Marketing Strategies for Language Schools
If you decide to use LinkedIn, you want to start with completing your profile to present accurate and favorable info about yourself and your company. Then focus on posting regular and relevant content. This way you can start growing your following and increase your chances of networking.
You may also decide to run paid ads on LinkedIn as an addition to other methods of e-marketing.
Read more about choosing the right advertising channel for your school in this article.
Your basic strategy for LinkedIn is similar to other social platforms but the topics of your content (content pillars) and the style in which you present yourself should be adjusted to the platform’s audience. LinkedIn users are a specific group with a mix of CEOs and young ambitious college graduates.
You also need to keep in mind that the platform is meant to be used for professional topics and interactions, whether it’s two individuals networking or business-to-business connections.
Conclusion - Now You Know What You Need to Know About Using LinkedIn for Your Language School
LinkedIn may be a great option to promote a business but it’s not for everyone!
It’s a platform meant for professionals, mostly used by middle-aged people with higher education and high salaries. You can use it to set up a personal profile or a company page and use it to post content to attract potential students or other professionals you want to network with.
Before investing your time into building a LinkedIn presence for your language school think about your client avatar and whether your clients actually use LinkedIn to research language learning opportunities.
Is your ideal student a regular LinkedIn user?
Why would they be there and what type of content do they seek there?
It may be a perfect solution for some schools and tutors, but if your students are mostly high schoolers, it’s okay if you skip this platform when creating your marketing strategy.
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