We’ve Forgotten How To Market Education Services, But There’s Still Hope

Aug 9, 2019 by

For more than a century, the government, not the market, has dominated the provision of education. While many argue that this was a necessary step, there’s no doubt that it’s led to a kind of cultural blindness for how you market education. In the West, education is something we endure, not something we desire. 

The need for quality education today is higher than at any point in the past. We need services that can rapidly take people from a place of ignorance to understanding to help workers stay present in a fast-moving economy. Our society needs dynamic education services which adapt to the changing learning requirements of our civilization. 


While many of these services exist, how to market them is a bit of a mystery. We don’t have a detailed marketing heritage as we do for other commercial products, like hamburgers. 

If you’re considering starting a business in the education sector, here are some of the marketing principles you need to consider: 

Think Like A Marketing Professional

Just because you’re in the education sector, doesn’t mean that you operate under different rules. Your target audience is still a collection of people who need you to help them solve a problem, identical to any other industry. And like any other marketer, you need to understand that people live for the moment – not for the long-term benefits of your course. 

As an educator, you need to compartmentalize your idea that education “builds human capital.” While that’s completely true, it’s also entirely irrelevant. People don’t usually care that your course is increasing the amount of money that they can earn in the marketplace. What they care about most is whether you can deliver them a high-quality experience that they love. 

The trick is not to talk about the content of the course – that’s not the fun part. The fun part is the experience that you’ll offer people and how you’ll make them feel. 

Let’s take a look at an example to nail this point home. Take a look at these two marketing messages for an accounting course. 

“You’ll learn how to write financial statements, create balance sheets, and fill out tax returns for your clients.” 

“By the end of the course, you’ll have the confidence you need to make money in the accounting industry.”

The first message is all about the dry details of the accounting course. The second, by contrast, tells your audience how they’ll feel. It builds them up and prepares them for success in the future. 

Market Like A Marketing Professional

Your marketing campaign for your education service should follow the same general rules as it would for any other business. You have to persist and understand the sales funnel, knowing when to approach prospects, and when to allow them time to come to you. 

Many eLearning companies, for instance, adopt aggressive digital marketing tactics. As this browser push notifications guide for eLearning companies points out, you can attract customers at the opportune moment with the right digital strategy. People want you to tell them when and how to learn, and they’re looking for your help through the education process. The vast majority of people need substantial guidance. 

Gather Up Testimonials

Marketers love the concept of “social proof.” The idea is that people wanting an education are far more likely to listen to what their peers say than your marketing material. Your customers have no incentive to say beautiful things about your company – they’ll give others the truth. 


Writing a bunch of fake online interviews is a bad idea. You’ll probably get caught, and it’ll damage your reputation. It’s a much better idea to ask your customers to fill out reviews online using TrustPilot or Google Reviews. 

Google and other search engines now take into account review scores when ranking your pages, so the more you have, the better. If you provide a quality service – which you should – your reviews will act as proof that you offer high-quality services and that people should choose you. 

Use A Multi-Channel Marketing Approach

There are all sorts of ways that you could reach potential students. Check out the following: 

  • Facebook groups which offer regular advice or educational material
  • PPC banner ads 
  • Marketing emails talking about the benefits of choosing one of your courses
  • Taster webinars marketed through social media accounts
  • Free online tutorial videos on Facebook and YouTube

When it comes to marketing your education business, the possibilities are endless. The make takeaway, however, is that you want to find a way to tap into how people feel. The better you can make them feel, the more likely they are to want to try out your services.

Photo Credits: Pixabay

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