EDI Global Education is an education business in Nepal. When I started on this project, its social presence was hard to find and the people who did see it rarely interacted. This page sets out what the problem was, what I did about it and what the results were, as published on my site.
The challenge
The brief came down to two linked problems: weak social visibility and low user interaction. Not enough people were seeing the content, and those who did were not engaging with it.
For an education business that matters. People choosing a course or an adviser tend to check whether an organisation is active and whether anyone else engages with it before they get in touch. A quiet feed gives them a reason to keep looking elsewhere.
What I did
The approach had three parts.
Structured content planning
Rather than posting as things came up, the content followed a plan. In principle, a content calendar does two jobs: it stops the feed going silent in busy weeks, and it gives each post a clear purpose, whether that is answering a question, explaining a step or pointing people to more detail. That kind of planning sits behind most of my content SEO and strategy work too.
Backlink integration
The second part was backlink integration. A backlink is a link from one website to another, and in general terms integrating links means content does not stop at the post: it connects to pages where interested people can learn more and take the next step.
Visual content alignment
The third part was aligning the visual content, so posts looked consistent with one another and with the brand. Consistent visuals help someone scrolling past recognise an organisation before they have read its name, which counts when several providers are competing for the same attention.
Results
- 54.2% engagement rate.
- 29.4% rise in views, with an increase in event count and interested users.
An engagement rate is worth reading carefully on any report, because different platforms and tools calculate it in different ways. The useful comparison is always with your own figures over time, measured the same way.
What this shows
Visibility and interaction tend to improve together when content is planned, connected and recognisable. If you run a UK education or training business and your social channels feel quiet, start by planning content around the questions your prospective learners ask, link each post to a page that answers them properly, and keep your visuals consistent. Those three habits cost little and give every post a job to do.
My page on digital marketing for education and training providers explains how I approach the sector. To talk through your own channels, get in touch.
