Behind every international enrollment statistic is a real person who packed up their life and bet on themselves.  

As of the 2024–25 academic year, over one million international students were enrolled in U.S. colleges and universities. Each one navigated a maze of academic demands, financial pressures, and immigration requirements, all while building a future far from home. 

With the U.S. making things harder for visa-holders, online learning has gone from a convenient alternative to a genuinely compelling one. International students face a clear choice: attempt the immigration process (and risk denial) or earn the same credential online, from the same institution, without relocating—often less expensively. 
 
That appeal holds regardless of where immigration policy lands next. And for institutions serious about international recruitment, the case for online learning will only get stronger. 

So, how do you reach these students? It starts with a smart digital content strategy. 

How to Reach International Students 

Reaching international students effectively starts with understanding who they are before you spend anything on ads or content.  

“There’s no one-size-fits-all approach for international student recruitment campaigns,” says Tamara Fortner, Apollidon’s Paid Search and Social Director.  

Her advice: Start with your audience. Ask the right questions before you spend on ads or web content strategies: 

  • What platforms are your targeted international prospects on? 
  • What are their motivations? 
  • What are their pain points? 

Even your programs’ strongest selling points—expert faculty, an impressive alumni network, strong return on investment—won’t resonate with prospects who are looking for something else. Understanding your audience is the foundation of any digital content strategy, not an afterthought. 

Build a Marketing Persona 

A marketing persona is a data-driven fictional profile that represents your target audience. Think of it as a stand-in for the real people you’re trying to reach. 

Take Simone, a persona we’ll use to illustrate the process. A member of Gen Z, she’s a first-gen college student with two jobs and a passion for sustainability, and she needs a graduate certificate that can fit around her busy schedule. Simone isn’t real, but she reflects characteristics shared by a lot of international prospects—probably including yours. 

Once you know whom you’re targeting, campaign planning becomes sharper and more focused. 

Lead With Awareness 

Your program might be the most affordable, relevant option in its niche, but it won’t matter to a prospect who has no idea your university exists. When marketing to international audiences, start with awareness built through deliberate web content strategies deployed across the right channels. 

“Focus on building credibility and interest around the program,” Tamara explains. “The messaging should highlight career advancement opportunities tied to the degree, showcase student success stories and experiences, and clearly communicate what differentiates the university and program from competitors.”  

From there, a retargeting campaign can move interested prospects further down the funnel, delivering the right content at the right time until they’re ready to take the next step. Someone who visited your admissions page but didn’t apply might see a retargeted ad featuring an international student story or see a financial aid breakdown once they’ve engaged again. 

Get the Language Right 

If your courses are taught in English, market in English—but don’t mistake a shared language for shared context. 

Idioms, acronyms, regional spelling conventions, and cultural assumptions can subtly undermine your messaging, and your digital content strategy needs to account for all of it. “Check idioms first, always,” says Apollidon Copy Editor Jayme Quinn. “They’re the sneakiest problem because they’re often invisible when you’re inside the culture.”  

Beyond idioms, Jayme watches for: 

  • Sentence length 
  • Assumed cultural knowledge 
  • U.S.-specific acronyms (references to government agencies, like the BLS and CDC, may not register for readers outside the country) 

Invisible defaults are another common pitfall. Degree structures, application norms, and credential terminology that feel obvious to a U.S.-based writer may not translate for an international reader. “We try to make those as clear as possible on admissions pages,” Jayme says. 

And this isn’t a one-time fix. “Programs change, markets shift, and content that read fine two years ago might seem outdated today,” Jayme notes. “You’ve got to treat it like an ongoing editorial standard, not a singular project.”  

Editing for an international audience is a human process that requires ongoing attention. But when you put in the work, it shows. 

Be Available When It Counts 

By the time a prospect’s cursor is hovering over the “Apply” button, your digital content strategy has already done its job. But while web content strategies can drive prospects to the door, it’s often human connection that brings them through it. 

That prospect has seen your ads, opened your emails, and compared you against competitors. The last thing you want is for them to scroll away because a simple question went unanswered—or because they mistakenly believe they don’t qualify.  

At Apollidon, our Student Outreach and Engagement Team works with both domestic and international students on: 

  • Tuition and scholarship information 
  • Admission requirements 
  • Program details 

“There can also be confusion around deadlines, required documents, and the overall enrollment process,” explains Jennifer Jajuga, one of our Student Outreach and Engagement Specialists. “I try to keep communication simple and clear, explain requirements step by step, and connect students with the right departments.” 

That work has real payoff. “Some of them actually bring tears to my eyes,” Jennifer says. “I just picture them as my kid, even though I don’t know them. And then they reach out just to say, ‘hey, thanks—I got accepted!’ It’s awesome.” 

Apollidon: A Thoughtful Partner in Enrollment 

Reaching prospective students, whether they’re across the street or across the world, takes intention. It takes a willingness to meet people where they are, speak to what actually matters to them, and support them every step of the way. 

Apollidon partners with higher education institutions to build, launch, and grow online programs. That includes the digital content strategy, recruitment infrastructure, and student support systems that connect international students with the right programs. 

We connect students around the world with leading academic programs—and we bring the full team to do it. 

If you’re ready to position your program for an international audience, contact Apollidon to start the conversation.