With the rise of online marketing, higher education administrators are able to spread the word about continuing education programs like never before. However, although online marketing has been consistently proven as one of the most effective and convenient avenues of promotion, it can be intimidating. Online marketing has so many different facets (content marketing, social media, etc.), that it may seem difficult to get started. Where would you begin?

Your team of educators has worked hard to create a curriculum that students will find engaging. These professional men and women seek an experience that will help them further their careers, but also provides them with modern insight into their chosen fields. That being said, promoting your courses may be a bit more of a headache for your team than developing the course itself. The truth is, though, that online marketing is not only effective, it can be simple: All you need is a bit of guidance.

As a professional in the education field, you know that the key to understanding a difficult concept is to break it down, then analyze it piece by piece. Marketing your continuing education program is the same way. Once you look at the different steps, you will understand how they can fit into your current strategy. Let’s take a look at six marketing strategies that have worked well for educators trying to promote their courses:

1. Utilizing Data

Whenever you are marketing anything, you need to know your target audience: who would want your product? Continuing education courses are no different. A lot of the work is already done for you because your target market is often defined for you, professionals who share the same income level, geographic location, and course goals. However, feedback from your audience is also crucial for successful marketing campaigns. Programs like Xenegrade’s XenDirect allows you to study students’ feedback via online course evaluations.

2. Email Marketing

Email marketing is an effective way for keeping in contact with your desired audience. Even if potential students are unable to take courses currently, you can keep them informed and interested in your continuing education curriculum. Maintaining contact and information has been statistically proven to produce results.

3. Digital Brochures

While brochures have long been part of traditional marketing, they are even more useful in a digital format. Online brochures can be dowloaded by potential students in the form of a PDF document, which they can print out or view later. The convenience is not the only valuable aspect of digital brochures: you can use this marketing tool as a means of connection. Typically, a person must enter his/her email to download a digital brochure. Many institutions include a checkbox on the email entry form, to indicate if the person wants to join a mailing list or receive information from the institution. Voila! You’ve added an interested party to your email list.

4. Case Studies / Student Testimonials

Peer influence is very powerful. Testimonials and profiles of current and former students in your continuing education programs will resonate with potential students. Consider using a diverse group of students for this project: vary the age, race, gender, socioeconomic background, et cetera. Show potential students that other people in similar situations to their own were able to successfully balance work, home, and school. Redact any identifying information (surname, location) to preserve confidentiality.

5. Ensuring Website Accessibility

Your school’s website will provide potential students with their first impressions of your program. Does your program’s website look professional? Are your graphics crisp and clean? Is it easy to navigate? Is the information current or outdated? Review your website and make sure that everything is looking clean, attractive, and professional.

6. Leveraging Technology

Finally, online marketing is essential for continuing education courses because the courses themselves will likely have online components. Today’s continuing education students need to work with technology, so appeal to them with technology. You could include a live instant messaging feature on the registration page to field urgent questions. For example, if you offer online courses, emphasize how convenient they are for working adults.

All of these combine into an effective, engaging marketing strategy. The above marketing strategies can improve your classes’ visibility and increase enrollment like never before. The best part about all this? XenDirect can help you with everything on this list!

Are you ready to modernize your continuing education course? Click here for a free tour of XenDirect: http://ow.ly/3r5H30iPCNK

Author Rick J. Stern

Entrepreneur Rick Stern built Xenegrade Corp with a focus on service to educational organizations. With an MBA from Simon School of Business at the University of Rochester and over 20 years continuing education management, his experience provides valuable insight into the needs, demands, and trends of the continuing education market.

More posts by Rick J. Stern

Leave a Reply