Running an immigration services business is hard work. Not only do you need to be well-versed with all the immigration laws and pathways but also always be on the lookout for new clients who wish to settle abroad. Here’s what you need to do.
Developing the right marketing mix tailored to your specific business model and needs is the key to promoting your immigration services effectively. Not every immigration consultant is the same. You may specialize in digging out student visa pathways to immigration in Canada, whereas another agency may provide immigration services for job seekers who wish to work and settle abroad. In this blog, we’ll discuss the best marketing strategies for promoting your immigration services.
Identify your target audience
The first thing you must do is identify your target audience. Who are you targeting? Is it students, married couples, or job seekers? If you’re well-versed with all these immigration pathways, that’s alright, but you’ll have to market each pathway differently to cater to that particular audience segment.
Once you’ve figured that out, it’s time to craft some stunning travel posters advertising your immigration services. These flyers will be at the forefront of your public marketing messages. No need to hire a graphic designer when you can use an online graphic design tool like PosterMyWall. Just select a pre-built template, customize it to your taste, and you’re done!
Have a website that converts
While you may already have a website, it may not be well-optimized for converting visitors into clients — a conversion-focused website is what you need in your arsenal. To do that, structure your site in a way that reflects your brand identity. Decide how many pages it’ll have and what components the home page should include, such as the scope of your services, portfolio, etc.
The next thing to do is optimize your site so that it opens instantly. For that, it needs to be lightweight. If a site takes more than 3 seconds to open, an average user will close it. You should also optimize your site for phones because most people open sites on their phones nowadays.
Word of mouth is powerful
For an immigration consultant, word of mouth and customer testimonials are crucial. Immigration services are often plagued with hoaxes and scams, so people are rightfully cautious. They’re unlikely to take your word for it through the marketing collateral you put in but would rather be influenced by what your past clients have to say about you.
Get listed on Google My Business and other online directories related to immigration services. Ask your clients to leave you online reviews. The only way to get positive reviews is to excel at your work and get the much-needed results your clients need. Over time, these reviews will snowball and become the backbone of your entire marketing campaign.
Email marketing can be highly useful
Most people assume email marketing has become obsolete, but that’s not true — it’s just very challenging to pull off because you only have one chance to convince the reader to open your email, let alone get immigration services from you. Half the magic is in a catchy subject line. Your subject line should target customer paint points — fear tactics work quite well.
The contents of your email should be well-structured and have visuals, not blocks of paragraphs. Include call-to-action (CTA) buttons to improve your click-through rate and bring your services to the client’s doorstep. And lastly, don’t forget the 80-20 rule — 80% of your email should be educational, and only 20% should be marketing-related. No one likes being flooded with marketing messages.
Add social media marketing into the mix
Almost every segment of your target audience uses social media — all you need to do is figure out which ones. Most likely, it’ll be Facebook and Instagram because they’re the most-used platforms. Post URLs of your blog articles and YouTube videos to keep the audience engaged. Unfortunately, there’s no shortcut to gaining subscribers on social media. You must be consistent with posting valuable content.
Once you have a substantial following, you can run paid ads or pair up with an influencer to accelerate your social media marketing campaign. Social media platforms show your ad to a targeted segment of users that are most likely to get immigration services from you. Meanwhile, influencers have a loyal following you can use to get the word out.
A final word
While the above marketing strategies have worked with several immigration consultants we’ve worked with in the past; you must remember that every agency is different and has a unique target audience. Therefore, you’ll have to experiment with a number of strategies and tailor them to your needs. Lastly, have a solid SEO strategy to have a dominant online presence on Google’s SERPs — that will keep bringing in new clients through your door without you having to hunt for them.