Adaptation of a digital marketing strategy to attract North American customers

Abstract

Digital marketing has become an integral part of the language schools strategies. Consequently, the massive use of digital channels has created a need to differentiate from the online competition and target leads geographically. The current digital strategy developed by LSF Montpellier has shown a positive impact on sales performance and managers have integrated the challenge to improve the current strategy to increase traffic on the website and generate more conversions. Beyond these objectives, the purpose of this research work is to propose a development plan of the current digital strategy to attract customers located in the United States.

The scope of the following thesis is a specific situation. The commissioning company is a French language school located in Montpellier with a high sales performance and a high customer satisfaction rate.

The theoretical data applies to digital strategy, inbound marketing and language school business. The theoretical part is based on an analytical work of the various authors who have written articles, books and e-books related to the selected thesis topic. The author has also realized a data selection through blogs and content curation platforms. The field work part is the result of a cross-sectional qualitative study administered to the strategic and digital expertise of the case company.

The analysis of the questionnaire has shown many areas of improvement related to the digital strategy. The study showed that website content is not sufficient for attracting and converting leads.

The adaptation plan proposed by the author includes a greater adoption of inbound marketing combined to a clearly defined lead nurturing strategy. Moreover, the author recommends using geo-targeted digital marketing methods including remarketing, pay-per-click advertising and website content delivering.