Effective Tactics for Growing & Marketing Online Learning

Once considered inferior to traditional education, online learning started to gain popularity and be a valid solution. More and more institutions are beginning to offer online courses and more and more people, no matter of their previous professional training, are interested in learning something online, either by changing jobs or wanting to get new skills.

If you’re a business, institution or site that wants to get better at attracting new students, we have some tactic you could use for:

  1. Be Aware of the Latest Trends in Online Learning
  2. Choose the Right Channels to Promote Online Courses
  3. Identify Your Unique Value Proposition
  4. Add Student Testimonials
  5. Build an Email List and Send Weekly Newsletters

1. Be Aware of the Latest Trends in Online Learning

By definition, online learning means you’re bound to offer quality information and help people learn new skills, improve knowledge, get certificates and test any exam. That’s why it is essential to be aware of the latest trends in online education and learn new online teaching strategies. Subscribe to niched websites and listen to the news to be aware of the latest trends in online learning.

With the explosion of Massive Open Online Courses (MOOCs), the competition has developed intensively, and it generated significant traction amongst student. It is very important to understand your audience and the latest trends will give you valuable insights. Understanding what’s next will lead to better business decisions.

In 2017, HSBC carried a study interviewing parents of international students in 15 countries on their opinion about online universities. The results were impressive; 60 per cent of respondents said they would consider online education as an alternative for their child.

online university degree

Source HSBC

The study showed a potential market that will grow in the future years. Online education is an excellent option for students from developing countries with lower incomes. This type of online courses that follow instructional strategies allows them to access high standard education without having to be burden with financial implications by relocating.

Understanding your audience and knowing the effort for signing up to a university, can help your business development strategies to attract that kind of students to buy online programs.

Make sure to take advantage of the online education’s benefits to sell your courses, and have a unique selling point (follow point 3).

online learning degrees

Source: HSBC

2. Choose the Right Channels to Promote Online Courses

Setting up the right channels to promote your courses is decisive for a company because if you focus your energy and resource where is not your audience, you can risk losing your business. But instead, if you know your audience and where you can communicate with it, you will keep engaging with it and therefore sell your services.

For example, the Atlantic Int’l University made a paid search campaign for online engineering courses using PPC.

online courses promotion

Spread your wings. There are free options too: social media, emailing, online courses directories. Be creative and participate in educational fairs or speak at dedicated events, in schools, for example. You can create a high school tour where you present the programs and let people know about your online courses and shows the benefits.

3. Identify Your Unique Value Proposition

Just like in any other business, it is essential to know what differentiate you from the other sites, universities, and teachers that offer online learning. To create a valuable and unique value proposition, you can look at the way you deliver information, the type of people that teach and collaborate with you (if it’s the case), the way your courses are structured.

You can have teachers or experts in the field that talk on a particular topic. You can create courses that contain all sort of information on video format or text. You can even have exercises and practical techniques at the end of each session. Some other great idea would be to offer real examples backed up by case studies and researches from well-known brands or your experience.

Make sure to place your uniques selling point on your homepage to let people know what’s best about you.

Below you can see an example of a selling point from the same university mentioned above, AIU.

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4. Add Student Testimonials

Social proof plays an important role is a buyer’s decision. When a person wants to make a purchase, he’s searching for lots of information about the brand, the services it provides, and what other people think about it. Since we talk about education and investing in education, it is highly important to make the right decision. So testimonials are an excellent sales trigger.

Open University has a page dedicated to testimonials and success stories. It is a great example you could follow. Or you could add testimonials to each category of your courses.

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5. Build an Email List and Send Weekly Newsletters

By using newsletters, you can stand in touch with your actual students and leads. Create a community and collect emails to send weekly or monthly newsletters containing new information or promote specific courses.

Select or build a template that fits you. The visual representation is vital also. Make sure you use just the right amount of text combined with an image cover.

Below you can see an email template for a design course. It is clean an simple, and it contains all the critical information.

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If you’re looking for a more personal touch, you can create a more standard email and send it to your subscribers, and it really depends on the domain and type of courses.


Besides universities that are offering now online education and academic programs, there are specific websites that offer exactly that are using experts to deliver top-quality information. Even students are more open to considering online learning. There are courses on a different level of difficulty that provide opportunities and lots of benefits, plus there’s something available for everyone.

By creating an emailing list, promoting your courses in high schools, at educational or job-related fairs, collecting honest testimonials you’ll get a chance of increasing your sales and attract more students to engage in the courses.

Be smart and be where your audience it!

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