If you don’t have unlimited resources to run uninterrupted paid advertising campaigns and if you are competing against hundreds of other companies offering the same courses, here are 11 steps you can take to promote your online courses?
1 – Create Niche Courses
Niche and long-tail always get preferential treatment in the Internet universe. In addition to courses you offer, create an online course that is super niche (or have niche targeting such as “accounting for dental clinics”) and gain an advantage in the middle of a very crowded market. This niche course will immediately boost you to the top of search results, help bring traffic to your website and create awareness for other courses you offer.
2 – Create Content (Consistently)
Creating content consistently is the single most important investment that will keep bringing prospective students. Content should be devoid of any promotion or sales. You should educate the public about services you offer and provide expertise on courses you teach. When you create content, you shouldn’t have any expectations. When you create and publish content with some kind of expectation, there is a higher chance that you will quit creating content when you don’t see “transactional” results such as increased number of students enrolling.
3 – Offer Free Courses
Again, when you offer free courses to the extent you can afford, don’t have any expectations. Promotional “free” courses that are designed to create a sales funnel won’t be as effective as if you do it to educate the public based on your expertise. Sales and increased business will eventually follow, but free courses shouldn’t be used as a “hook” to bring more students. Designate one of your “star” instructors to offer one or two sessions for free once a week or a month. There is a higher chance that several students who attend the free course will join for the premium course.
4 – Create “Mother Content”
Mother content is video content that could be scraped to create dozens of different pieces of content to be used across different platforms, including social media channels. There are three ways you can create “Mother Content”:
- Record your free courses
- Invite a guest expert and interview them
- Pick a topic and talk to the camera.
You can upload the entire video content on YouTube. Extract clips from that video content and publish them on Facebook, LinkedIn, TikTok, Instagram and Twitter. Don’t forget to add subtitles.
Transcribe the video and publish it as a blog post as well.
5 – Create Testimonials.
One of the biggest reasons why people pay for such courses is to find a better job. Having your alumni talk to the camera about their journey and how your online course helped them land a well-paying job is very powerful. Turn your alumni into your marketers by offering them a referral fee.
6 – Promote Your Instructors
It is very important that you have “Our Team” page on your website for prospective students to see who are going to be their instructors and how qualified they are. Have them promote themselves on social media, especially on LinkedIn.
7 – Promote on Social Media
Organic reach on TikTok and LinkedIn is still high. Facebook organic reach is almost close to zero and it is declining on Instagram fast. You can advertise on Facebook (Lead Generation ads with forms) and target certain people in certain locations. Facebook ads are still underpriced, but most leads coming from Facebook will be low quality if you don’t perfect your creative when you are doing the promotion.
8 – Google Advertising
This is the most expensive part of your promotional campaigns. However, it will be the most transactional and result-oriented campaign that will deliver quick results. Try to create three different campaigns with three different bid strategies (Impression share, Conversion and Maximize Clicks), spare similar budgets equally and then pause the ones that aren’t as effective as other campaigns.
9 – Implement Consistent Content Marketing
- Identify most asked questions about online courses in your industry
- Create ultimate guides to answer those questions
- Create listicles that would include your online course as well
10 – Create Local Content Silos
Make your online course look like a local business — it will significantly make it easier to be found in a certain location. You will reduce your competition to a greater degree and have a better chance of capturing prospective students in a certain area. The key to create a local content silo is to create a homepage-like location page, optimize it around that location, create local content internally to link to it, acquire links from local websites and acquire backlinks from industry-relevant pages. It works like a charm.
11 – Partner Up
Partner up with career centers, recruiters, university career centers, community development centers that are interested in job opportunities. Pitch your online course and offer discounted programs for members of that community or organization and explain to them how easier they can land a job if they pick your online course.
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November 23, 2020 at 08:58AM
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11 Effective Ways to Promote Your Online Courses in 2021 - The College Post
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