If you’ve got an education-based business or you're thinking of starting one, then you need to realize that there are some critical differences in how you need to market your education-based business versus marketing traditional products and services.
Firstly, what do I mean by education? Well, we're talking about courses, workshops, webinars, retreats, corporate training, online courses, online memberships. And in this blog post and video, we'll go through the top ways that I recommend that you should market your education.
#1. Live Presentations
The first one is speaking and live presentations. When I first started Authentic Education, I remember I went to my business partner and I said, "Hey, how are we going to actually attract clients?"
And unbeknownst to me, the way you attract clients into a speaking event is by having a speaking event. Nothing is more powerful than the word of mouth that occurs when you announce the date you're holding an event.
Speaking in live presentations is not only great for education but for products as well. So if you think about Steve Jobs and Apple. They've got virtually an unlimited marketing budget, but every single time you saw an iPod released, or an iPhone, or a MacBook.... how is it done?
It was done through a live presentation with Steve Jobs on stage. That's not because they didn't know how to do Facebook ads or anything like that. It's because that's hands down the best marketing strategy because it builds so much trust like no other. So where possible, you could do keynote presentations, webinars, actual evening presentations, or one day workshop.
The beauty of that is once you do that, no one can actually copy you. No one can copy Anthony Robbins even though I've seen so many people try. Because he's doing a live presentation and he is the product. That's the great thing about education. Unlike other things, we need to trademark and patent. You don't have to trademark your face, so to speak. And in doing so you can charge a more premium price.
#2. Facebook Ads
The second way to do it is to build a massive amount of traffic, and therefore a massive amounts of bums on seats or registrations for your webinar through Facebook ads.
Never in the history of the world has there been a better time where you know the likes and dislikes of four out of five adults in Australia right now. Four out of five people of pretty much any first world country is using Facebook.
It's not about the ad you create. It's half about that and half about who's seeing the ad. So you need to get good at targeted audiences. I'm talking about lookalike audiences, customs audiences and so forth.
Copywriting is not a strategy per se, but I've seen far too many people get this wrong. They got a great course, let's say the great course is about how to find your life partner. But that's what they call it. They might call it how to find your life partner, or lovers lane R Us or whatever it is they don't quite have that marketing angle.
They don't have the copywriting expertise to articulate very clearly the value that they provide for people.
Whether that's in an ad, whether that's in a website, whether that's in a video script... they just can't seem to make this an intangible thing known as education into something tangible that people can see and therefore get excited about. They don't know how to, in short, sell the invisible.
And you need that skill called copywriting. It's using words that actually lead to sales, or lead to people being interested.
#4. SMS & Email Marketing
Your list is your goldmine. Where possible, you need to be collecting people's details via email or via mobile so that you can contact them later.
Why? Because 97% of people who will visit your landing page, no matter what you have to offer on the page, won't come back.
97% won't come back so if you don't grab their details you're missing a huge opportunity there.
So when it comes to emails, once again I can go on for half an hour, but the most important thing is you want to spend 80% of your time on the subject line.
Not writing the email, on the actual subject line. Because if people don't open your email they won't see all that great stuff you've written. Just like in a newspaper article. It's 80% about the headline and then the rest of the 20% about the actual article.
#5. Market Your Education-Based Business Using Social Media
Facebook events, Facebook groups, Facebook Lives, Facebook posts, Instagram, LinkedIn, Twitter. It's a way to build trust with your intended audience. Social media has this thing known as "third-party trust" like no other.
You could say "my friend, Jennifer Wailand, she recommended Cham Tang's marketing event" as an example. That's third-party trust that you can't get just by doing a blog post or a YouTube video or something like that.
It's other people directly recommending your education to go and purchase, to go and try.
And when it comes to an education-based business, I would always recommend the "first date" in the relationship you have with your client should be free. I would never ask a girl out and then ask her to pay for the first date. So similarly, we recommend you do a free webinar, free download, free event as your 'first date'. And then during that webinar, or during that download, you go and progress to the next step. So if you really like this webinar, if you really like this download then buy my services.
So there you have it! 5 ways to market your education-based business. Want to learn more effective and proven marketing strategies on how to market your education-based business? Register for the free online course, "Marketing Made Easy", here.
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