home / Best Course Platforms /Kajabi Review
We earn a commission from partner links on this site. This doesn’t affect our opinions or evaluations.
One of the most significant hurdles when providing digital offerings and services involves mastering the art of their promotion. However, this particular process can indeed be simplified for you.
The era of employing overly direct, forceful sales methodologies and propositions, which perhaps caused you and your potential clients to feel a degree of discomfort, has thankfully passed.
Regarding the promotion of products in an online environment, your marketing initiatives should be centered on establishing credibility and nurturing a rapport with your intended audience throughout the entirety of your engagement cycle and continuing thereafter.
Instead of placing the primary focus squarely on achieving a transaction, your efforts should be directed towards enlightening your prospective customers.
This educational-centric marketing philosophy is intentionally structured to be enlightening and can substantially aid in shaping your customers’ procurement choices over a period of time.
Consequently, as you progress through this brief manual, dedicate your attention to understanding precisely what educational marketing entails, the reasons it merits your consideration, and the techniques for integrating it more proficiently into your internet-based venture.
Let us commence this insightful journey.
Educational marketing can be understood as a specialized branch within the broader field commonly known as content marketing.
At its core, this is a strategic marketing method that involves developing and distributing complimentary materials designed to enlighten potential clients. Such materials could take various forms, including informative articles, engaging video presentations, regular email updates, practical checklists, interactive online seminars, audio programs, and even introductory complimentary courses.
While you should structure your overall marketing strategy to lead to a purchase, educational marketing is more subtle in how it conveys the message to your prospective customers.
Think of it almost as an invisible hand slowly guiding your customers down your sales funnel by teaching them about a topic of interest.
As your customers consume more and more of your educational content, they’ll start trusting you and moving towards an eventual purchase of what you may be selling.
A multitude of compelling advantages exist that could inspire you to incorporate an educational marketing framework into your business operations.
We shall now delve into a selection of these significant benefits together.
Studies indicate that a significant seventy-eight percent of customers perceive organizations offering tailored materials as genuinely interested in fostering enduring connections.
The insightful information you disseminate and the steadfastness of its regular creation possess the capability to nurture a lasting rapport with every individual who engages with your specific product or overall business entity.
When you consistently generate learning materials via a newsletter, a blog, or a video-sharing platform, you are simultaneously exhibiting to your clientele that you possess considerable expertise in your field.
Over a period, a persistent educational marketing initiative can firmly position you as a highly sought-after industry authority and thought leader concerning your particular subject matter.
As your esteemed reputation expands, so too does the probability of cultivating a devoted following of individuals keen to absorb your distinct message and who may subsequently be inclined to procure the products you offer.
Engaging in content marketing is sixty-two percent more economical than alternative marketing endeavors and typically produces around three times the volume of potential customer inquiries.
Instead of investing in paid advertisements, you could contemplate creating a blog, a regular newsletter, or even a YouTube or TikTok presence that delivers exceptional educational materials. This can be a highly effective strategy for channeling more natural, unpaid traffic towards your website, growing your list of email subscribers, and guiding visitors towards becoming paying clientele.
The more dedication you show towards instructing and offering substantial benefit to your viewership, the more effortless it becomes to successfully market your products or services to them.
Instructive marketing techniques are quite prevalent in our daily experiences, so we will now explore several instances of creators and enterprises that excel at providing valuable instruction prior to engaging in sales activities.
Miss Excel successfully expanded her TikTok presence to more than 800,000 followers by consistently sharing complimentary and engaging instructional videos focused on Microsoft Excel.
Concurrently with distributing these valuable free insights, Miss Excel effectively promotes her digital learning programs, which reportedly generate for her an impressive monthly income estimated between $250,000 and $300,000.
Indeed, the TikTok organization itself has acknowledged the significance of instructive marketing strategies and has initiated the use of the widely popular hashtag #TikTokTaughtMe within television commercials broadcasted across the United States.
Amy Porterfield stands as the innovative mind responsible for the Digital Course Academy, which is her flagship offering tailored for individuals who develop courses. Among the distinctive instructional marketing methods she employs to engage her community is her widely acclaimed audio program, titled Online Marketing Made Easy.
Within these concise, audio-exclusive installments, she imparts valuable suggestions, shares personal narratives, and provides glimpses into her professional activities.
Given that her audio program is offered without charge, it represents an accessible avenue for her to deliver immense benefit to her listeners long before the notion of purchasing anything is even considered by them.
David Perell spearheads Write of Passage, a digital writing initiative that instructs individuals on achieving proficiency in online writing. He provides two premium group learning experiences—Essentials Edition and Accelewrite—with respective price points of $4,000 and $7,000.
As one might readily surmise, David is also an exceptionally productive writer. This serves him well in multiple respects, including the important aspect that when learners witness their educators actively implementing the methods they advocate, they tend to feel motivated and supported in applying the material being taught.
On a weekly basis, he disseminates his Monday Musings newsletter to apprise his readership of his ongoing learning discoveries, his recent excursions, and key developments concerning his writing program.
The superior caliber of his newsletter and the dependable rhythm of its delivery function as a formidable promotional mechanism. This approach significantly builds the essential trust and believability he requires to effectively persuade his readership to enroll in his course.
Podia empowers digital business owners to establish their unique online marketplaces for vending their digital goods, educational programs, and subscription services.
Operating as a software-as-a-service (SaaS) solution, Podia offers multiple avenues for instructing and engaging with its expanding community of prospective clients.
The company has developed an extensive hub of resources designed to assist creative businesspersons in their development, featuring complimentary entry to their blog posts, video content, instructional guides, and practical utilities covering a wide array of vital subjects such as business development and digital course development.
Podia’s valuable resource center
The illustrations we provided earlier examined the methods by which creators and organizations utilize particular instructional marketing approaches to guide their viewership.
As you contemplate the ways to execute and enhance your promotional activities, we will now explore several practical concepts that you can put into action without delay.
Should you possess a clear understanding of your audience, you will find it significantly easier to accurately define and customize your instructional marketing materials.
To achieve this, we suggest that you develop a distinct customer profile for every segment you intend to reach.
A customer persona represents a detailed outline of your perfect client, encompassing the primary attributes or features that most accurately depict them.
Crafting such a persona can assist you in pinpointing which issues to address when deciding on the kind of content or product to develop. This enables you to tailor it specifically for each group, ensuring your communications remain fresh and engaging, rather than becoming monotonous or uninspired.
To begin this process, you will need to pose some fundamental questions to assemble a comprehensive image of your intended customer.
You might also find it beneficial to design a visual representation that emphasizes their particular traits, similar to the example provided here.
Although you might deduce the identity of your perfect clientele based on your past experiences, several effective methods exist to ascertain this information should you find yourself uncertain.
You have the option to solicit input by distributing a questionnaire to your email subscribers or by inviting individuals visiting your website to fill it out directly. For this purpose, you can employ various excellent survey tools such as Google Forms and Paperform to gather responses from your community.
Alternatively, you could explore social media platforms and investigate widely used hashtags. Through this approach, you can gain a more profound understanding of current discussions, as well as common grievances and difficulties people are experiencing.
The specific medium and distribution method for your content will be almost entirely contingent upon the characteristics of your intended audience.
As an illustration, let us imagine that your customer profile indicates your audience predominantly consists of occupied working individuals.
In such a scenario, your available content distribution methods might include audio programs, detailed case analyses, regular newsletters, and interactive online seminars.
Occasionally, it is also advantageous to categorize your educational marketing content choices and select several that will effectively cater to your target customers’ preferences, regardless of their current engagement point.
| Category of Format | Illustrative Content Types |
|---|---|
| Text-Based Materials | Website articles, in-depth studies, periodical updates, email-delivered courses, client endorsements |
| Visuals, Downloadables, & Interactive Elements | Helpful checklists, data-rich infographics, practical worksheets, opinion polls, feedback surveys, engaging quizzes |
| Video Content | Brief introductory courses, product showcases, concise instructional demonstrations |
| Audio Content | Audio shows (solo host, topical segments, and guest interviews), narrated blog entries |
| Live or Interactive Events | Question & Answer sessions, online presentations, community gatherings, live demonstrations |
There is nothing to prevent you from employing a diverse range of these content delivery formats, but it is crucial to ensure they provide genuine value to your audience and are consistent with your broader marketing aims and specific objectives.
Digital learning programs stand as the quintessential expression of educational marketing due to their remarkable adaptability. They can function as a premium, high-value offering or as straightforward lead-generating tools that you can utilize to cultivate a more profound level of confidence with your audience.
For instance, floral designer and course developer Eddie Zaratsian presents an affordably priced compact course to attract leads for his more extensive, high-end masterclass focused on the business aspects of luxury and floral event arrangement.
The dedicated sales page for his introductory course incorporates a live question-and-answer session as a means to encourage potential clients to register for the program.
Previously, we explored how Miss Excel leveraged the brief video format on TikTok to enhance her visibility and attract students to her digital learning programs.
You might consider distributing your educational materials across various media channels, similar to Miss Excel. YouTube serves as an exceptional platform for this strategy.
In reality, this platform functions brilliantly as an educational marketing resource that allows you to inform prospective clients, establish your brand identity, and potentially reach an extensive viewer base.
Consider Tiago Forte as an example – author and creator of the Building a Second Brain course – who maintains a YouTube presence with 86k dedicated followers.
His YouTube content delivers distinctive perspectives and practical examples that educate his community of viewers.
Tiago Forte’s YouTube channel
An additional powerful practical approach for engaging with and informing your audience involves creating a dedicated community space, potentially utilizing specialized community software for this purpose.
Take Circle of Hope as an illustration – a supportive community established by The Healthy Weigh Out that assists individuals battling emotional binge eating in developing nutritious eating patterns.
From the outset, this community environment offers members a protected forum to connect with others facing similar challenges and gain knowledge from field specialists through interactive online conversations and video presentations.
When developing your knowledge-based marketing initiatives, selecting appropriate digital tools and platforms becomes essential for achieving optimal results.
Though you might already utilize preferred applications in your workflow, we’ve compiled several recommendations to jumpstart your implementation process.
Creating regular written content serves as a fundamental element within knowledge-focused marketing strategies. Your capability to communicate concepts in an accessible format for your target audience proves vital to expanding your digital enterprise.
WordPress stands as one of the most widely adopted content management systems available for establishing and distributing your articles. This platform allows complete personalization of appearance, user experience, and capabilities through its extensive collection of website templates and functional extensions.
Strategic messaging via email enables you to establish credibility and deliver valuable information directly to your subscriber base.
ConvertKit functions as a robust email communication platform that facilitates capturing email addresses seamlessly from your website, organizing and categorizing contacts based on parameters you establish, and developing automated message sequences when prospects enter your conversion pathway.
Additionally, this tool empowers you to distribute broadcast communications and periodic newsletters while creating structured email-based learning experiences to foster meaningful connections with your audience.
ConvertKit for email marketing
Given the widespread popularity and digestibility of video-based materials, equipping yourself with an intuitive creation tool such as Camtasia becomes increasingly valuable.
By leveraging its screen recording capabilities and comprehensive editing features, you’ll gain the ability to develop compelling educational videos across various formats, including product demonstrations, step-by-step guides, conversation recordings, client success stories, and numerous other possibilities.
Camtasia all-in-one screen recorder
When seeking to cultivate a community through educational offerings, you’ll require an educational content delivery system to coordinate the numerous elements involved in curriculum development and implementation.
Thinkific functions as a cloud-based solution and sophisticated course construction toolkit. This platform accommodates various learning formats, including introductory mini-programs you can provide as complimentary resources to help you engage, expand, and establish relationships with your target demographic.
Thinkific course builder
A significant component of your knowledge-centered marketing approach might involve engaging your audience through the development of a dedicated community structured as an educational hub, collaborative space, or specialized network.
This community framework can be seamlessly incorporated into your existing offerings and utilized as a pathway to welcome prospective clients into your educational ecosystem.
With Circle, a sophisticated community development solution, you’ll gain capabilities to facilitate conversations, structure information, oversee participant interactions, foster member relationships, and provide features like individual communication channels, collective discussion spaces, and real-time video sessions.
Regardless of your experience level as a digital content creator, your primary objective should consistently focus on discovering authentic methods to engage with your community.
Knowledge-based marketing inherently places greater emphasis on customer needs compared to conventional promotional techniques. Investing time in educating your audience before introducing sales propositions frequently yields substantial returns.
While formulating your promotional framework, we suggest utilizing the methodologies and illustrations presented throughout this resource as your foundation for development.
How do you envision implementing educational content strategies within your digital enterprise? Have you discovered a particularly effective approach worth discussing?
Please share your insights in the comment section. We appreciate your engagement!
Harding Jerold serves as a marketing writer at sellingonlinecoursesguide.com, where he combines his marketing expertise with compelling copywriting to help course creators effectively promote their educational offerings. His work focuses on developing strategic content that drives engagement, builds audience trust, and helps course creators understand and implement effective marketing strategies in the online education space.
Selling Online Courses Guide is supported by its audience. When you purchase through links on our site, we may earn affiliate commissions. However, this doesn’t influence our reviews or product listings. All opinions are based on our tests and personal experience with a product/service.
Copyright © 2024 by SellCoursesOnline
We respect your privacy and will never spam you.
