How to use video marketing to sell your online courses

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Using videos to sell courses online has become an important strategy for universities, colleges, and training providers. The internet allows educators to reach a global audience and market their institutions effectively. Here are some reasons why video is a valuable tool for course promotion and sales:

  • Improved searchability: Videos can be indexed, ranked, and searched just like web pages. By optimizing videos with keywords and descriptions, institutions can increase their visibility and reach a wider audience.
  • Psychological connection: Videos have the power to create a deeper emotional connection with viewers compared to written messages. They bring the institution’s messaging to life, making it more engaging and relatable.
  • Business effectiveness: Video marketing works. Platforms like YouTube attract millions of daily visitors, and billions of videos are viewed daily. By leveraging video, institutions can tap into this trend and increase their chances of attracting students.

To effectively sell courses through videos, it’s essential to employ different types of videos that cater to various audiences. Here are a few types that yield excellent results:

  • Traditional Sales Video: This video uses traditional sales tactics to elicit emotions like fear and desire. It highlights the course’s benefits, showcases what students will miss out on if they don’t enroll, and includes a clear call to action.
  • Video News and Commentary: By providing news updates or commentary on industry-related topics, institutions can establish themselves as thought leaders and gain credibility in the eyes of potential students.
  • Video ‘Tips and Tricks’: Demonstrating expertise through sharing tips and tricks relevant to the subject matter helps position the institution as an expert. It showcases the value of the course and encourages viewers to seek further knowledge by enrolling.
  • In the Background: Going behind the scenes and showcasing daily activities or values of the institution allows viewers to connect on a more personal level. This approach can create a positive impression and generate interest in the courses offered.
  • Video Testimonials: Genuine testimonials from previous students who have successfully completed the course can significantly influence potential students. Social proof is a powerful motivator, and hearing from real people adds credibility to the institution and the course.

To maximize the impact of video marketing, consider the following tips and strategies:

  • Create Personas: Develop detailed buyer personas to understand your target audience better. This information will guide your video content, language, and approach.
  • Be Genuine: Authenticity is crucial in online marketing. Speak naturally and avoid sounding too sales-focused. If possible, feature educators or program directors in the videos to add a personal touch.
  • Establish a Video Repository: Create a YouTube channel or a dedicated platform to house your videos. This central hub will make it easier for prospective students to access your content and enhance brand awareness.
  • Maintain Professionalism: While you don’t need extravagant production values, ensure that your videos have good quality in terms of video and sound. Pay attention to the backdrop, and maintain a consistent look and feel.

To boost engagement, promote your videos across different channels:

  • Social Media: Share your videos on various social media platforms to increase visibility and encourage sharing within networks. Consider using paid ads on platforms like Google, Facebook, LinkedIn, Instagram, and Twitter.
  • Email Marketing: Incorporate videos into your email campaigns to captivate your audience and drive conversions.
  • Blogging: Embed videos into existing blog posts or create video-specific blog content to enhance engagement.

Leveraging videos for course promotion and sales can yield significant benefits. By utilizing different types of videos, following best practices, and promoting them through various channels, institutions can effectively engage prospective students and drive enrollment.

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