Language Learning Academy A small foreign language instruction business based in Denver, CO
Excerpts from a Social Media Marketing Plan
Business Goals 1. Brand visibility 2. Generate quality leads 3. Suggestions for social platforms & content
Sample Personas (Target Audiences)
Bryan
Demographics Age: 39 Occupation: Oil & Gas Executive
Goals ●
The ability to relate complex ideas about business.
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Familiarity with local customs, business and political culture
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Coaching from a native speaker
Location: Denver Archetype: Businessman
Frustrations
Bio ● ●
Driven Practical Focused Personality - ESTJ- “The Supervisor”
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Passionate about global business Representing business interests in Venezuela Knack for learning languages Seeking a cultural guide
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Must be proficient as soon as possible
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Worried about misspeaking
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Nervous about acclimating to a new culture
Emily
Demographics Age: 26 Occupation: Graphic Designer
Goals ●
Confidence holding a 20-minute conversation in Spanish
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Familiarity with South American social customs
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Coaching from a native speaker
Location: Denver Archetype: Travelling Millennial
Bio ● ●
Creative Motivated Curious Personality - ENFP - “The Campaigner”
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Frustrations 1 year of Spanish in college Planning to backpack in South America First solo trip abroad Wants to refresh conversational Spanish
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Limited time
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Pronunciation
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Fear of being perceived as invasive or inauthentic
Sample Strategies
Adwords ▪
Paid search ads leading up to September (peak interest)
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Use tools : ▫ Keyword Tool.io ▫ Google Trends ▫ Google Keyword Planner
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Keywords: ▫ Spanish classes near me ▫ Spanish lessons near me ▫ Spanish tutor near me ▫ Spanish class Denver ▫ Learn Spanish
Thumbtack & Yelp Thumbtack
Yelp
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Free to create an account
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Pay to send an estimate to high quality leads
More recognizable than Thumbtack
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SEO - pulls up 1st page
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Most people already have a Yelp account
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Easy to get top of results - get the most 5 star reviews
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SEO - pulls up 1st page of Google search for “Spanish classes near me”
Facebook Ads ▪
Geographically targeted ▫ Denver ▫ Metro areas
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Lookalike audiences
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Behaviors ▫ Frequent international travelers ▫ Business travelers ▫ Leisure travelers
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Interests: ▫ Travel ▫ Education ▫ Foreign languages ▫ Spanish as a second language ▫ Spanish language and culture
LinkedIn - 1 ▪
Create detailed business profile
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Minimum professional standard for teachers: ▫ Link to business profile ▫ Experience ▫ Skills ▫ Education ▫ Keywords ▫ Profile in each language they teach ▫ Professional headshots ▫ Customize LinkedIn URL
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Connect with new and existing clients
LinkedIn - 2 ▪ ▪
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Blog geared toward business professionals Paid advertising - sponsored content, text ads ▫ Potential clients ▫ Potential teachers
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Join groups: ▫ Foreign Language Learning Network by Language Village ▫ Teaching And Learning English (& Languages) - Support & Relief for Language Teachers And Students ▪ ▫ Latin America Network
Use pulse to follow thought leaders & participate in conversation: ▫
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The Joint National Committee for Languages and National Council for Languages and International Studies American Council for the Teaching of Foreign Language National Foreign Language Center
Follow 4-1-1 rule of sharing content
YouTube Vlog ▪
Types of content: ▫ Micro-lessons online ▫ Short interviews of students ▫ Short interviews of teachers ▫ Topical themes/current events
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Possible vlogs: ▫ How to tell a joke in a different culture ▫ 12 Common mistakes new Spanish-speakers make and how to fix them ▫ Spanish for business: DOs and DON’Ts ▫ Why learning Spanish is better for your business
Instagram ▪
Tarket market: ▫ Individuals & couples
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Photo ideas: ▫ Interactive class activities ▫ Repost students on-location during immersion ▫ Behind-the-scenes teacher prep ▫ Photo contest for alumni who have traveled internationally
Possible Hashtags #learnspanish
#languagelearning #bueonosaires
#spanishnerds
#spanishteachers
#spanishimmersion
#vivalavida
#dreamteam #habloespanol #nevercominghome #travelbug
#travelgram #MFL
#livingthelanguage #travelersnotebook