The Do’s and Don’ts of Marketing Your Course

​​Creating a course is one thing, but marketing it successfully is an entirely different ball game. 

If you’ve ever felt like you’re shouting into the void or wondering why people aren’t enrolling in your course, you’re not alone. Many course creators face this challenge. 

The good news is that with the right strategies, you can effectively market your course and attract your ideal students. Let’s break down do’s and don’ts of course marketing, helping you craft a strategy that delivers real results.

Know Your Audience Before You Even Start

One of the biggest mistakes course creators make is jumping into marketing without first identifying their target audience. Before you start running ads or posting about your course on social media, you need to be crystal clear on who your ideal student is.

Ask yourself:

• Who is my ideal student?
• What challenges and struggles do they face?
• Where do they hang out online?
• What kind of content do they engage with?
• What problem does my course solve for them?

By answering these questions, you’ll gain valuable insights that will shape not only your course content but also your marketing strategy. A targeted message will always be more effective than a generic one.

Leverage the Power of Educational Marketing

As course creators, we have a unique superpower: the ability to educate. Use this strength in your marketing through social media and email marketing. These platforms allow you to start conversations, build trust, and position yourself as an expert.

Social Media Strategies

• Share valuable insights related to your course topic.
• Go live and answer questions in real time.
• Post behind-the-scenes content as you create your course.
• Use Instagram and Facebook Stories for quick, engaging snippets.
• Create FOMO by sharing sneak peeks of your course content.

Tools like Opus Clip can help you repurpose existing content into short-form videos to share across different platforms, expanding your reach effortlessly.

Email Marketing Strategies

Your email list is one of your most valuable marketing assets. Unlike social media, where algorithms control visibility, your email list gives you direct access to your audience.

To grow your list:

• Offer a lead magnet (e.g., an eBook, quiz, or free webinar).
• Use storytelling in your emails to make your course the natural solution to a problem.
• Send a nurture sequence before and after launching your course to build engagement and trust.

Optimise for Search Engines

You might have the best course in the world, but if people can’t find it, they won’t buy it. That’s why SEO is crucial.

SEO Best Practices for Course Marketing

• Research the keywords your audience is searching for.
• Incorporate those keywords into your course title, description, and landing page.
• Answer common questions related to your topic on social media and in blog posts.
• Optimise your course landing page with a clear call to action.
• Ensure your website and landing page are mobile-friendly.
• If you’re on YouTube, use keyword-rich descriptions and titles that link back to your course.

Your course isn’t just a collection of lessons, but a transformation. Focus on the outcome your students will achieve. Instead of saying, “Learn Social Media Marketing in Six Weeks,” try: “Master Social Media Marketing and Attract High-Paying Clients in Just Six Weeks Without the Guesswork.” This makes your course more appealing and results-driven.

Strategic Discounts and Promotions

Discounts can work, but only when used strategically. Instead of constantly lowering your prices, consider these options:

• Early Bird Pricing: Reward action takers who enrol before a deadline.
• Limited-Time Bonuses: Add exclusive extras for students who sign up now (e.g., a free coaching call or bonus module).
• Referral Programs: Encourage existing students to spread the word by offering a discount or affiliate commission.

Collaborate and Leverage Partnerships

Marketing doesn’t have to be a solo effort. Collaborate with other business owners and influencers in your niche to expand your reach.

Here are some ways to do it:

• Guest Appearances on Podcasts: Get in front of new audiences and showcase your expertise.
• Joint Webinars and Live Events: Partner with someone who has a complementary audience.
• Guest Blogging: Write articles for industry websites with links back to your course.
• Affiliate Marketing: Offer commissions to partners who help promote your course.

Common Mistakes to Avoid

• Don’t oversell or overpromise: Your course isn’t a magic bullet. Be honest about what students can achieve.
• Stay away from spammy tactics: Fake countdown timers and exaggerated income claims can do more harm than good.
• Ensure course details are easy to find: A confused mind won’t buy, so make the information clear and accessible.
• Highlight your instructor bio: Show why people should learn from you and establish credibility.
• Leverage social proof: Use testimonials, case studies, and success stories to build trust and encourage enrollments.
• Don’t try to do everything yourself: Marketing takes time and effort. If you’re feeling overwhelmed, consider using automation tools like Meet Edgar, Repurpose.io, and MailerLite, working with a marketing coach, or joining a community like the Marketing Circle.

Final Thoughts

Marketing your course effectively takes time and strategy, but when done right, it can lead to consistent enrolments and a thriving learning community. 

Remember, the key to success is consistency. Keep showing up, refining your strategy, and providing value. Your audience is out there, ready to learn from you!

Highlights

• [00:00] Introduction to Course Marketing
• [01:04] Identifying Your Target Audience
• [02:08] Leveraging Social Media and Email Marketing
• [05:03] Optimising for Search Engines
• [06:56] Effective Use of Discounts and Promotions
• [07:44] Collaborations and Partnerships
• [08:15] Common Mistakes to Avoid
• [10:55] Final Tips and Encouragement

Resources

• Marketing Circle
• Opus Clip
• MailerLite
• Asnwer the Public
• Meet Edgar
• Repurpose.io

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