How to Market An Online Course - 5 Best Strategies

The demand for online courses has been steadily growing over the past few years. This thriving industry is becoming increasingly accessible, allowing more people to enter and succeed.

In this article, you’ll learn how to promote your online course effectively through social media, advertising, and organic content. These five methods account for 95% of the income of the most famous course creators and coaches.

Let’s dive into the best ways to market your online course. I've observed the success of hundreds of course creators over the past five years, and I'm excited to share these insights with you.

Introduction: Value is Key

One common trait among successful course creators is their willingness to share value for free. This might seem counterintuitive—why give away valuable content for free when it's part of your paid course? The answer lies in establishing trust and demonstrating your expertise.

We are in an era where knowledge and learning are faster, more efficient, and more consumable than ever. This has led to a natural skepticism towards new creators and educators. However, there is one element that consistently leads to success: expertise.

When you share your expertise across various platforms, you create an aura around your brand. People will begin to trust you more than anyone else. Consider where you first heard about the last course you bought. In 78% of cases, it was likely through social media, a conference, a podcast, a YouTube video, an interview, etc.

We are in an age where if you don’t break the ice and showcase your expertise, you won’t be taken seriously. Prospective students won’t risk paying $300 to see what you have to offer without first seeing some of your knowledge. Share your knowledge, create a connection with your audience, and the money will follow.

Create Content on Social Media

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Before diving into the nuggets of social media content creation, let's consider some compelling statistics: the average user spends 2 hours and 32 minutes per day on social media, and this number continues to grow.

Communicating your course to your ideal client has never been easier. If one of your videos appears in their feed almost every day for three weeks, there is a 95% chance they will want to learn more.

The key question is:

How Do I Create Content That Attracts My Ideal Customer?

We had the opportunity to discuss this with Neil Patel, the founder of Ubersuggest and NP Digital, who has over 1.2 million followers on YouTube and more than 532,000 followers on social media, generating billions of views every year. Here's what he told us:

"The key to success is to share specific content addressing specific problems on a weekly basis, based on what searches are getting views or interest in your space."

Others suggest not creating content solely based on your interests or professional focus. Instead, open your niche to various possibilities and discussions. If you're too niche, you may find yourself trapped in an endless loop of content creation.

Alex Hormozi also emphasizes focusing more on education-based content rather than entertainment-education content. Sharing valuable information through video for free will inevitably lead to success in the e-learning industry.

Sharing valuable information is essential, but the format of your videos is equally important. We'll get to that in a second, but first, let's ensure you have the right content ideas.

How to Find Content Ideas

Here’s an example of how to find content ideas using answerthepublic.com (it's free). When looking for content creation ideas about "online courses," some of the main questions that come up are:

• How to create an online course?

• How to market an online course?

• What online course should I sell?

• Which online course platform is best?

Another way to find content ideas is by looking at what competitors are doing. For instance, search for "online course" on Instagram and TikTok. Here are some questions that appear in the first results on TikTok:

• Are the courses worth it?

• How to create an online course with AI?

• How to create online course videos?

Now that you have identified the topics for your content creation strategy, let's discuss the formats you should use.

Content Creation Blueprint

Here is the blueprint I use with all the course creators and coaches who want to scale their online courses:

1. Name the Question Explicitly (2-3 Seconds): Start by clearly stating the question or problem you're addressing.

2. Explain Who You Are and Why You're Legitimate (2-5 Seconds): Briefly introduce yourself and establish your credibility in the subject.

3. Share the Story and Evidence (15-30 Seconds): Provide a compelling story or evidence to support your answer, demonstrating why what you're about to say is real.

4. Outline the Conclusion (5-10 Seconds): Summarize the key points and provide a clear takeaway.

Example:

1. Question: How to become a successful course creator in 2024?

2. Introduction: Hi, I’m Nathan. I've worked with hundreds of course creators over the years, and these are the three common traits of successful content creators I’ve encountered.

3. Evidence and Story:

   1. Presence on Social Media: All successful creators consistently produce content on platforms like Instagram, YouTube, TikTok, and X. Statistics show that 75% of buyers see the product at least six times on three different platforms before making a purchase.

   2. Expertise: In today's world, a significant percentage of people are cautious about what they see on social media. Demonstrating your expertise is crucial to gaining the trust of your audience.

   3. Valuable Course: Courses that change lives often become self-sufficient in gaining social trust. Deliver a high-quality product, and your satisfied audience will become your best promoters.

4. Conclusion: By maintaining a strong presence on social media, showcasing your expertise, and delivering a valuable course, you can become a successful course creator in 2024.

Breakdown:

• Content Reading Time: 60 seconds

• Value Shared: High

• Confidence in Working with Me: High

• Recording Time: 2 minutes

Using this blueprint ensures that your content is concise, valuable, and impactful, helping you connect with your audience effectively.

Promote Your Course Through Social Media Advertising

We've discussed the importance of social media for course success, but finding the right balance takes time and practice. If you have limited time and want to test or scale your online course's potential quickly, social media advertising might be the ideal solution.

Over the last decade, various social media advertising platforms have emerged. Here are the platforms that have worked best in the last six months:

Meta Ads

Whether you like Mark Zuckerberg or not, Meta remains the best platform to advertise on in 2024. Here's why:

1. Multi-Platform Reach: Meta Ads encompass Facebook, Instagram, Threads, and WhatsApp. This allows you to create 3 to 4 touchpoints with your consumer from one ad platform.

2. Robust Algorithm: Meta's algorithm is extensive and meticulous, making ads and targeting effective for a wide range of courses and services.

3. Audience Size: Meta had 3.21 billion users in the first quarter of 2024, meaning almost 40% of the world’s population is connected to Meta servers. If you think your audience isn't on Meta, think again!

Learn how to run successful ad campaigns for your online course.

X (Twitter)

You might be surprised to see X (formerly Twitter) on this list, but it has recently shown the highest Return on Ad Spend (ROAS) of all platforms. Unlike Facebook, X is more specific, and with improvements in its algorithm and a shift in social media content towards Reels, X's advertising costs are significantly lower. Being an early adopter here could be a highly rewarding risk in the medium to long term.

Market in the Right Place

Algorithmic performance is crucial, but understanding the demographics of each platform is equally important. Here’s a global overview of which platforms to create content and advertise on based on your target audience:

• Gen Z (age 12 to 27): Instagram, TikTok, and YouTube

• Millennials (age 28 to 43): Facebook, Instagram, Snap, X, and YouTube

• Gen X (age 44 to 59): Facebook, YouTube, Instagram, and X

(Source: Neil Patel's Tweet)

The Blueprint for Social Media Advertising

The key to success in social media advertising lies in your ad creative and video content. With advancements in AI and algorithms, A/B testing of interest is less critical than it used to be. Meta and X can find the right customers for your product. While differences still exist as of now, automation will take over in the coming months and years.

Ad Creative

Over the years, I’ve carefully studied reports from Neurons AI, a Danish startup founded by Dr. Thomas Zoëga Ramsøy, a neuroscientist. This technology tracks eye movements in real-time and estimates ad performance through complex AI algorithms. Here are the key takeaways:

• Face: Human faces dominate attention.

• Product: Product-focused ads perform well at the top of the funnel.

• Copy & Text: Shorter copy simplifies the message and makes ads more effective.

• Branding and Logo: Branded ads build more trust and traction.

I highly recommend reading their report, which includes work with brands like Coca-Cola, Facebook, Google, H&M, and TikTok. Click here to download the report.

In the e-learning industry, we've seen thousands of creatives perform well and thousands fail. Here are two major insights:

1. Creatives featuring the educator or one of their customers typically generate better results.

2. Ad copies with fewer than six words usually outperform longer copies.

Meta ads are not only a way to test a marketing idea but also to scale it once your product is finalized, your landing page is optimized, and the social trust elements are in place.

Promote Your Course Through Search Engine Optimisation (SEO)

If you are reading this blog and know about Course Navigator, you likely clicked on the headline "How To Market Online Courses in 2024 [5 Most Effective]," which means it worked. Google search results are highly effective in creating trust and sharing value with your audience. Writing about your audience's problems and providing real solutions is an excellent way to connect with them and add another touchpoint.

The average user reads about 41 articles per month, making it beneficial to delve deeply into problems and offer detailed solutions. As discussed earlier, content ideas can be applied similarly to blog content on Google.

The Blueprint to Get Visitors on Your Blog

You likely have a website and a Learning Management System (LMS). If you don't, learning to create your first WordPress site and host a blog is essential.

Heading

Your SEO title is one of the most crucial factors. Google ranks your blog higher on the SERP based on the CTR of your headline. If you create a low-CTR headline, you won't get visitors, and Google will index you on the second or third page.

The secondary headlines in your blog post should be of the Heading type. Tag the most important titles/concepts with H2 (H1 being your content title), the detailed or main concepts with H3, and further details with H4.

The current structure of this section is:

• H1: How To Market Online Courses in 2024 [5 Most Effective]

• H2: Promote your course through search results

• H3: The blueprint to get visitors

• H4: Headings

Keywords

The second most important aspect is keywords. You can have a catchy title, but if you don't use the right keywords, it won't rank. Conduct a keyword competition analysis to ensure you use the right words.

A free way to do this is to copy/paste your competitors' articles into WordCounter to get the keyword density of your competitors. This will give you a benchmark to aim for.

For more experienced users, tools like Ubersuggest, SEMrush, or Ahrefs can be invaluable. I recommend Neil Patel's videos about SEO optimization and content creation on YouTube. Here is his channel: Neil Patel on YouTube.

Promote Your Course with Google Ads

I understand you may not have the time to create content and want a fast track. That's where Google Ads come in. Google's platform is continuously improving with the latest algorithm updates, making it a powerful tool for driving traffic to your site.

Google Ads can quickly generate traffic without requiring skills in ad creative design or audience optimization. All you need are headlines between 20 to 30 characters and descriptions up to 80 characters. Once you pick the keywords for your ad, Google will handle the rest.

Search Campaign (Keyword Research)

Keyword research is straightforward: identify keywords with high buying intent for your service. For example, for my agency, a relevant keyword might be "Online course digital marketing agency." Start with a narrow focus on queries you are confident you can convert.

Once you have identified five queries, tell the algorithm when to show the ads and how closely they should match your typed queries. Google offers three match types for keywords:

• Broad Match: Your ad can be triggered by broader, related queries (e.g., "agency").

• Phrase Match: Your ad can be triggered by searches that include the phrase or close variations (e.g., "course marketing").

• Exact Match: Your ad is triggered only by exact keywords (e.g., "course marketing agency").

Start with five long-tail keywords with high buying intent using the Exact Match type to ensure you attract your ideal customers. If it doesn't convert, you can then assess and optimize your site for conversions.

To find search volume and cost per click in your niche, create a Google Ads account and use the Keyword Planner tool. This will provide visibility and keyword ideas.

Performance Max

Performance Max campaigns are increasingly effective in the online course industry. This campaign type simplifies the process by doing everything for you. You provide:

• Images

• Headlines

• Descriptions

• Brand name

• Brand logo

Performance Max campaigns are highly effective as Google displays your ads across multiple channels, including Gmail, Google Display Network (on over 50 million sites worldwide), search results, and YouTube.

Google will maximize touchpoints across platforms and devices to build trust and authority for you. As AI technology advances, these campaigns will become even more efficient. The key to success is not just how well you optimize the ads but how distinctive and compelling your ads are compared to the competition.

Promote Your Course with Podcasts

Have you considered leveraging podcasts to promote your online course? Let me explain why this is one of the most effective ways to reach and engage your audience.

Why Podcasts?

Podcasts have seen exponential growth in recent years. In the United States, there is one podcast for every 1,557 people, compared to one for every seven people globally. This medium presents a unique opportunity for those who excel at networking and storytelling.

Benefits of Podcasts

1. Personal Connection: Podcasts allow you to establish a deep connection with your audience. By sharing your expertise and engaging in meaningful conversations, you build trust and credibility.

2. Networking Opportunities: By inviting guests and participating in interviews, you can tap into their networks and expand your reach. This cross-promotion can significantly boost your exposure.

3. Content Creation: One podcast episode can be repurposed into multiple pieces of content. You can create over 50 short clips for social media, as well as detailed videos for YouTube, maximizing the value of each recording.

Types of Podcasts

Understanding the different podcast formats can help you choose the right style for your content. According to Riverside’s "The Future of Video Podcasting for Brands" survey, the main podcast types are:

• Interview: 44%

• Reporting: 22%

• Solo: 19%

• Storytelling: 15%

Maximizing Podcast Potential

Not only do podcasts allow you to dive deep into topics and connect with your audience, but they also offer significant benefits for content repurposing. Here are some strategies:

• Create Social Media Content: Extract short clips from your podcast episodes to share on platforms like Instagram, TikTok, and LinkedIn. This keeps your content fresh and engaging across multiple channels.

• Develop YouTube Videos: Use podcast content to create focused videos on specific topics. This helps you reach a broader audience and drives traffic to your online course.

• Leverage Guest Exposure: Benefit from the exposure and trust of your guests. Their endorsement can enhance your credibility and attract new listeners and potential customers.

Multiply the Touchpoints

If you’ve read this article to the end, you’ve seen that there are numerous ways to promote your course or coaching program. Just like in the real world, the more you hear about a person from different sources, the more you trust them. Trust is built from multiple touchpoints.

Maximizing Touchpoints for Success

To maximize the success of your program, you need to maximize the touchpoints your audience has with your content across different platforms. Here are my recommendations:

1. Weekly Blog Post Creation: Consistently publish in-depth articles that address your audience's pain points and provide valuable insights.

2. Daily Social Media Content: Engage your audience with daily posts on Instagram and TikTok. Short, impactful content keeps your audience connected and interested.

3. Search and Paid Ads: Use search engine optimization (SEO) and paid ads to increase the frequency of your content exposure. This ensures your audience sees your content multiple times across various platforms.

Adapting to Your Audience

It’s crucial to adapt your content strategy to the preferences of your audience and the strengths of each platform. Different demographics engage with content differently, so tailor your approach accordingly.

Example of a 7-Figure Course Creator Strategy

Here's a typical strategy for a highly successful course creator:

1. First Touchpoint: Mainly through ads. These can be social media ads, Google ads, or other paid advertising channels.

2. Second Touchpoint: Combination of direct (website visits), organic (social media posts, blog content), and additional ads.

3. Last Touchpoint: Cross-network exposure (mentions in podcasts, guest posts, collaborations) and network effects (word-of-mouth, testimonials).

On average, every potential customer sees the product through five different sources. This multi-channel approach reinforces your message and builds trust with your audience.

Conclusion

Marketing your online course effectively in 2024 involves leveraging multiple strategies to create consistent and meaningful touchpoints with your audience. From creating engaging social media content and utilizing powerful advertising platforms like Meta Ads and Google Ads, to optimizing your online presence through SEO and leveraging the growing popularity of podcasts, each method plays a crucial role in building trust and driving conversions.

By sharing valuable content, demonstrating your expertise, and utilizing a variety of channels, you can maximize your reach and establish a strong connection with your audience. Remember, the key to success lies in consistent and strategic promotion across multiple platforms to ensure your message is heard and trusted.

Ready to take your online course marketing to the next level?

Schedule a growth session with us at Course Navigator. Let’s work together to create a tailored strategy that will help you achieve your goals and scale your course or coaching program effectively. Don't miss this opportunity to accelerate your success!