How to Market a Course

Publicize your Courses

We have written a number of course marketing guides on our News Page . Feel free to browse them, but this page brings it together by covering the essentials of marketing a course. It doesn’t go into excessive detail, but aims to provide a firm footing for your course marketing efforts.

Educational Courses

This article will guide you through the process of marketing an educational course.

Online Courses

An in depth guide to marketing a course online.



Training Company

Read more about the marketing tactics used by training companies.

Training Program

This guide provides the essential skills to help you promote internal training courses.

SEO

Search Engine Optimisation (SEO) is very important for selling an online course. When learners search on the web for keywords relevant to your online course, you want it to come up tops in search results.

Google is much too smart these days to be fooled by stuffing your website with keywords. Its algorithms reward valuable content. So write naturally in the context of your course niche in a way that is genuinely interesting to your target market. Keywords should comprise between 1% and 2% of your site’s content.

Make URLs human-readable, containing keywords, and keep them short and descriptive. Also tag images with descriptive titles containing relevant keywords and make sure keywords are in the alt-text tags. Many people discover websites via images in search.

Use short, meaningful meta descriptions of between 150 and 160 characters including spaces. Meta descriptions are a chance to summarise your page with keyword-rich, relevant and tempting descriptions.

Content Marketing

If you are running a training company, it is highly desirable to become seen as a trusted source of knowledge in your field. One way to achieve this is through content marketing.

You can post content to your own site and then link back to it on social media, or write for a website or blog that has a lot of readers in the industry your course covers. It can be surprising how receptive website owners are to people offering new material that is more than just a blatant product pitch. You can get a regular guest post slot if you write well enough, with a link to your website. Here are some ideas for content on your site or on somebody else’s that builds your image as a trusted source of knowledge:

  • Write posts about important events in the industry your course covers.
  • Write a profile of an important person in your field.
  • Answer some of the frequently asked questions you get from customers and potential customers.
  • Curate other people’s content. If you find something of interest, link to it on your blog or site, saying in your own words why it’s of interest. Alternatively, use that piece as inspiration to write your own post in your own words and with your own ideas. As always, be careful about copyrighted images. If in doubt, use your own.
  • Write about some of the tools that can be used to make the job in question easier. Try to make the information useful to your potential customers.

Produce content regularly and post it at the same time on the same day of the week if possible. Make a regular appointment with readers and some will eventually bookmark you and check for your next piece.

Email marketing

Email marketing can get results for everyone, but it can be particularly useful when promoting a training program, to keep sending timely reminders about when the program starts and how to sign up. With email it is easy to reach the right people at the right time rather than waiting for them to find you on the web or intranet.

Email allows you to track engagement. It also shows you which type of messages get the most traction and have the highest conversion rates. With a well-timed series of emails, you can lead the customer along a path from mild interest to commitment by providing a little more information each time about the benefits of taking the training program and other pertinent information.

When your write your emails, you want them to sit in the “Goldilocks Zone”. You do not want them to be too long, and you do not want them to be too short. A good rule of thumb is to base the length of the emails on the frequency. For example, if you send out emails daily, or weekly, the emails should be shorter than those that you would send if you only communicate once a month or less.

Make the email subject lines honest but enticing, so that people will want to open them.

Video

For marketing an education course, a great way to build trust and present a professional image is to use video. Here is a link to a good article about the different types of course marketing videos that can be used.

5 Types Of Course Marketing Videos To Sell Courses Online

Social Media

All types of course marketing must include an element of social media.

It can be as easy as sharing your posts on Twitter, Facebook and LinkedIn. Just copy the URL of your post (or somebody else’s if you want to curate it), add a few words about why it’s of interest, use hashtags for relevant keywords, and post it. This attracts people to your blog or site who would probably not have found it otherwise.

If your course lends itself to images, start an Instagram account and post an image there every day. The same goes for Pinterest. Use relevant hashtags in the image’s description to help people find your images and pins. It’s easy, but requires a few minutes to be set aside on a daily basis to do your social media posts.

Dive right in and start experimenting. You can see how many comments and likes your Social Media posts are getting. If engagement is low, try changing the type of content until you get a spark of engagement. Then post more of that. And don’t forget the word ‘social’ in Social Media. Respond when somebody likes or comments on your post. Strike up a conversation with them.

Put Twitter, Facebook and LinkedIn buttons on your website. These take readers to your Social Media streams where they can follow, like and comment. Put social buttons or links in your email signature as well. Make it easy for people to find you on Social Media and you will sell more courses.

CourseIndex

CourseIndex is a website designed and run with the sole purpose of marketing courses. It creates an instant shop window for your course and is one of the best places on the web to promote your learning offer, with options to suit all marketing budgets. Find out more about the various CourseIndex course marketing options here.