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Gone are the days of rigid classroom schedules and one-size-fits-all learning approaches. Today, eLearning platforms offer a personalized and flexible learning experience tailored to individuals’ needs and interests.
We actually talk about a giant market projected to reach a staggering $336.98 billion by 2026. As a part of that ecosystem, you, of course, need to stand out and face competition. Your weapon in this arsenal is absolutely digital marketing.
Let us guide you to make your education platform the go-to destination for learners by building brand recognition and establishing yourself as a trusted source of knowledge.
How to Market Online Education: Key Digital Marketing Strategies for eLearning
The good news is the online education market is booming, with more and more students choosing to learn online for its convenience, flexibility, and affordability. As for bad news; with so many online education providers out there, so, you need to find a way to make your program stand out.
Shifting towards inbound marketing strategies and focusing on attracting, engaging, and delighting potential learners by creating valuable content and experiences seems the answer. However, you may need to know more than that to attract more qualified leads, build stronger relationships with potential students, and ultimately increase enrollment. Teaming up with education marketing agencies is a way. Other ways? Keep reading.
SEO for Boosting Your Visibility
No need to search through the books for the answer; SEO is the way to increase your education program’s visibility in search engine results.
As a great part of your online education marketing, SEO offers you more potential students who will find your program when they search online, leading to increased enrollment and program growth.
At the first step, providing clear and comprehensive descriptions of your courses, and highlighting key benefits and learning outcomes is a good call for an SEO approach. Then you may want to focus on identifying relevant keywords that potential students are searching for and Utilize keyword research tools like Google Keyword Planner and SEMrush. At this point, you can also collaborate with an SEO agency instead of an in-house effort.
Backlink building is another good idea to submit your website to educational directories. You can guest blog on relevant websites, and participate in forums, discussions, and social groups related to your courses.
Optimizing your website for fast loading times, using proper internal linking, submitting your website to Google Search Console, and improving your ranking and rich snippet visibility are crucial elements in effective digital marketing for educational institutes.
PPC for Reaching Your Niche
While SEO strategy for education is essential for the long-term visibility of your website, PPC (pay-per-click) ads offer an effective way to quickly reach your niche audience in online education. Additionally, unlike SEO, PPC, which measures your return on investment (ROI), can deliver immediate results and quickly drive traffic to your website.
Another great feature of PPC is allowing you to create attention-grabbing copy that resonates with your target audience’s needs and pain points. Including testimonials from pleased learners in your ad copy will help you build trust & credibility.
What’s more, to offer special discounts or promotions to potential students who click on your ads, you can use PPC campaigns. Welcome news: You can adjust your PPC budget & target audience, ensuring you are reaching the right people at the right time.
Social Media Marketing for Expanding Your Reach
When it comes to reaching a vast audience beyond their existing network, platforms (especially TikTok) offer manifold opportunities. In other words, social media marketing for the education sector is a great way to maintain a consistent brand voice and personality across all your social media platforms and foster a sense of community around your e-learning brand – regardless of your target audience.
It’s hard to picture an eLearning platform these days without its corresponding social media presence. Take a look at Duolingo’s game-changing marketing strategy:
Another brand slaying the social media game is TED-Ed. The youth and education initiative uses social media channels to promote its educational animated videos. By sharing new videos each week, they encourage learners to attend discussions and answer questions. Their content calendar is diverse, incorporating behind-the-scenes glimpses, Q&A sessions with animators, and engaging quizzes to keep their audience engaged.
Crash Course is a great example of a platform that uses humor and personality to make engaging content on social media. Their hosts actively share short clips from their videos, using humor to start conversations and encourage viewers to share their learning experiences. Additionally, their Instagram stories include interactive polls and quizzes, which enhance engagement and interaction with their followers.
Innovative Ideas for Marketing Online Courses
Using YouTube Marketing – Video Promotion
Did you know that over 500 hours of content are uploaded to YouTube every minute? With so much shared content, why not consider adding your own eLearning materials to the mix?
Another fact is that consistent video content on YouTube helps establish brand recognition and build trust with potential learners; so, showcasing your instructors, teaching style and course’s main content is possible in case you’re taking advantage of YouTube – video marketing.
In contrast to its benefits, YouTube marketing can be relatively cost-effective – especially compared to traditional marketing methods. In other words, YouTube provides a way to promote your courses, highlight their benefits, and incentivize viewers to enroll.
As a great example, streaming platform MasterClass hyped its users & potential users about cooking classes by releasing a teaser that includes the famous Gordon Ramsay.
In another scenario, the same streaming platform partnered with well-known producer TIMBALAND to teach producing and beat-making through videos.
Another great example is Khan Academy which reached more than 8 million subscribers by offering free educational videos on various subjects.
Taking Advantage of Gamified Learning
Who doesn’t love a good game?
Gamifying your online course is a great way to boost engagement, motivation, and completion rates. Adding a friendly competition, creating a leaderboard, and going beyond static lectures always motivate learners. We also know that interactive content is a powerful way to grab learners’ attention in e-learning programs and make every step of the process more engaging. It’s not surprising when considering earning points, badges, and various rewards give a sense of accomplishment.
To personalize the experience of your learners, you can create a compelling storyline that weaves via the content. That allows learners to conquer challenges and keeps them hooked. After completing tasks & achieving milestones, you can motivate them by giving them rewards – badges, medals, virtual currency, etc.
To sum up: The key to successful online course marketing is to be creative, experiment, and have fun.
Offering Freebies: Mini-Courses and eBooks
No doubt that by offering high-quality, relevant freebies like mini-courses and eBooks, you can attract new learners, build brand awareness, and ultimately achieve your goals.
As widely known, freebies offer a low-risk way for potential learners to experience your teaching technique (like a teaser), content quality, and platform before committing to a paid course. That is also one of the ways of strategies for converting mini-course users to full-course enrollees.
These resources can be used to capture leads through email signups, allowing you to nurture them with valuable content and ultimately convert them into paying learners.
You may want to collaborate with some brands with a massive user base to take advantage of freebies- ebooks at a high level. As an example, you can release co-branded eBooks with Amazon Kindle on various creative skills. Or you can offer learning courses on the Kindle platform.
Conducting Live Events
Live events, whether online or in-person, allow for a more interactive learning experience for users when compared to pre-recorded courses. That’s why industry giants regularly conduct events like Udemy Live, Skillshare Live, and Coursera Global Skills Summit.
In addition to creating a dynamic learning environment, conducting live events is a good call for improving learner outcomes. This is because learners can receive immediate feedback and support from instructors.
As one of those events, webinars are a cost-effective way to reach a large audience globally. On the other hand, conferences, and summits, larger-scale events bring together industry experts and professionals for networking, learning, and sharing knowledge. Hosting these events offers a great opportunity for e-learning firms to establish themselves as leaders in their field.
Collaborating with Instructors: Influencer Marketing
We know from the official statistics that students who participate in courses endorsed by influencers report higher levels of satisfaction and engagement. So, no doubt that building partnerships with fellow educators – and influencers is a good call.
In addition to lending credibility & authority to your e-learning brand, influencer marketing is a great strategy to bring well-known instructors’ insights to the table. At this point, remember that education influencers have their own audience. And yes, when instructor-influencers endorse your courses, their recommendations carry significant weight with their audience.
Additionally, instead of simply endorsing existing programs, some instructors may be interested in co-creating courses. When considering utilizing social media platforms like Instagram, YouTube, and TikTok lead you to reach a younger audience, creating some news content with these influencers can be a good option.
In the real world, a great number of education & eLearning platforms invest in influencer marketing. Take MasterClass as an example; the platform teams up with celebrities & experts in various fields to deliver online courses, leveraging their star power to attract a large audience.
Another one:
Utilizing Online Course Marketplaces
As all we know, marketplaces offer access to a vast pool of potential learners; they have a larger pool than education providers can reach independently. That’s why online course marketplaces are great for expanding existing customer base and tapping into new demographics. So much so that, platforms like Udemy, Coursera, and Skillshare boast millions of users, offering an unprecedented level of exposure for e-learning firms.
By listing your courses on established marketplaces, you can also gain instant credibility and recognition without investing heavily in your marketing campaigns. That is This is particularly useful in case you’re new in the sector.
Additionally, a great number of marketplaces offer features & tools to manage course delivery, including payment processing, enrollment tracking, and student communication. This simplifies the organizational burden for your e-learning firm, allowing you to focus on content creation while improving the learning experience.
Executing Cross-Promotional Campaigns
Is it enough to take advantage of the marketplaces that offer opportunities? Absolutely not. To leverage your game in the eLearning industry, you always need to invest in cross-promotional campaigns.
Let’s start with its description: cross-promotional campaigns are collaborative marketing efforts – two or more companies. They leverage each other’s audiences and resources to catch new customers, boost brand awareness, and generate leads.
Let’s start with its description: cross-promotional campaigns are collaborative marketing efforts – two or more companies. They leverage each other’s audiences and resources to catch new customers, boost brand awareness, and generate leads.
For e-learning organizations, cross-promotional campaigns can be a valuable tool since they help to develop compelling offers, enhance credibility and trust, and share marketing resources.
Partnering with complementary businesses, developing joint content initiatives, teaming up with influencers & experts, and hosting joint events are several ways to utilize cross-promotional marketing campaigns.
Here are some examples of well-known campaigns:
Coursera and LinkedIn collaborated to offer online courses on professional development topics, promoting them via the social platform’s vast network.
Udemy and HubSpot teamed up to deliver a bundled package of marketing courses and software tools.
Skillshare and Adobe partnered to provide a series of workshops on creative skills.
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