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Digital Marketing Strategies for Coaching Businesses to attract Students

With the increasing numbers of students looking for education online, leveraging the power of digital marketing has become crucial for coaching & educational institutes.

When lockdowns were imposed, in almost every country across the Globe, many industries were disrupted including the education sector. The scenario led to a surge in internet users globally and so the growth in opportunities for businesses in the education space.

But the question is,

How to advertise my coaching classes in 2022 & beyond?

By utilizing an integrated digital marketing approach that helps improve the overall visibility of your coaching business on major digital channels like:

  • Social Media (Facebook, Instagram, Twitter, etc)
  • Video Marketing Channels (YouTube)
  • Forums / Question-Answer Sharing Platforms like Quora
  • Search Engines (Google, Bing) via SEO
  • Content Marketing Channels (Blogging)
  • Local Digital Marketing Channels (Google My Business, JustDial, etc)
  • Email Marketing (Email is one of the top marketing distribution channel for both B2C and B2B)
  • Search Engine Advertising (Ads on Search Engines)

This is also known as omnichannel marketing.

Having a Website for your Institute is the first step!

To attract more students from the above digital marketing channels, the most important part is having your own WEBSITE.

Without it, you can’t implement some of the powerful digital marketing concepts like Search Engine Optimization, Email Marketing, etc.

While researching around the education industry (India, to be specific), I’ve personally noticed that tons of institutes, especially small coaching centers & tuitions that don’t own a website. These institutes are missing a lot of opportunities.

With digitization, tech has changed the possibilities in the E-learning & Online Education industry & there is big money on the table. According to Statista, the projections show the e-learning market worldwide is forecast to surpass 243 billion U.S. dollars by 2022. (Source)

Your institution’s website will serve as a hub to direct potential students & generate leads. Without a website, things will be very tough for you.

In case you haven’t secured a domain name & hosting for your coaching institute, do it right away or you’ll lose it. Check your website name availability on Hostgator here.

Now let’s look at some of the digital marketing strategies in detail to help you attract more students for your coaching classes, institutes, or tuitions:

Digital Marketing Strategies for Coaching Classes: Promote Your Institute

1. Craft a Community for your Coaching Classes

Your fans, followers, subscribers, etc are your community.

Community creation is an effective marketing strategy for businesses or brands, it includes building & nurturing the community of your fans/audience so as to encourage them to engage with your brand.

As an institute, it would be smart to create & grow your own community by sharing valuable content with the followers & engage with them.

It could be a community around subjects you teach – or maybe niche-specific communities – for example, separate groups for Tech & Non-Tech courses.

Below are some platforms from where you can grow & nurture your community:

  • Facebook Groups: You can create your own education group & share valuable content with the group members, whilst also letting the members ask questions, doubts & interact with each other
  • Forums: You can utilize education forums that are relevant to what you teach. Forum is a place where people create threads & ask their questions.
  • Quora Answers & Spaces: Quora is a popular Question-Answer Platform that allows users to ask questions. This is a place where you can find many potential students searching for answers. Answer questions that students are looking for & attract those who likes your answer.
  • Social Media Pages: Create your coaching business page on popular social media platforms like Facebook, Instagram, Twitter, etc

Above are a few examples. There are many more places where you can build your brands’ fan following. This fan following is your community & once you succeed with keeping them engaged & growing, you will discover a lot of hidden opportunities to generate free & passive leads.

2. Quora Marketing

Quora is a website where people can ask & answer questions. It could be a goldmine of leads for coaching institutes if leveraged well.

This is a place where your target audience (students) are searching for answers & you can answer their questions & clear their doubts to attract them & stand as an expert leader in the industry.

Quora screenshot to show how effective is Quora marketing for coaching institutes, as a part of their digital marketing strategy

This American Question-Answer website is one of the most popular websites on the internet.

The best part is that Quora has good discoverability potential on search engines as well. This means that Quora questions-answers are ranked well on search engines & many users land on Quora when looking for answers on Search Engines.

This way, Quora also helps drive huge organic traffic (indirectly) for you. See the example below:

Google SERP screenshot to show the visibility power of Quora & how institutes can use Quora to answer questionss asked by students

3. Leverage Content Marketing

If you think of content marketing as filling your web pages with content & sharing on social media channels, then you are getting it wrong – content marketing needs much more than this.

Did you know that content marketing costs 62% less than traditional marketing & generates 3x more leads?[1]

With content marketing, the sky is the limit. It helps you accomplish many goals for your business, including:

  • Brand Awareness
  • Brand Credibility & Loyalty
  • Leads Generation
  • Leads Nurturing
  • Customer Engagement
  • Up Selling / Cross Selling

& much more…

Talking about the educational institutes, the potential to get business from online channels is huge, especially after the pandemic – which further necessitated the growth of the online education sector.

The more quality content you publish, the better chances to attract parents or students for your coaching classes.

Below are some ways to leverage content marketing for your coaching business:

3.1 Start a website & start blogging for your coaching institute

A blog is a place on your website where you share articles on a regular basis so that interested users can read them. Here is an example blog.

Websites that also have a blog are shown to have 434% more indexed pages[2]. Indexed pages mean your website webpages that are visible to users on Google)

That means more visibility on the internet – eventually more traffic that you can use to capture leads.

As an institute, you are already a subject matter expert around the subjects you teach – you can create content for your blog around these subjects. This will be your niche.

To succeed in blogging, just start a blog & start focusing on educating students with free content, without expecting anything in return.

Posting quality content & educating your target audience via your blog consistently makes your brand visible on search engines – a process known as Search Engine Optimization.

This visibility will of course attract visitors to your blog – out of these visitors, the ones who are interested in your coaching classes can enquire further. You can promote your classes, in the sidebar, in blog content, at the footer, header link, literally anywhere.

If you have a strong foundation in the blog section, students are more likely to join your institute over others. Talking about parents, they will find you more credible than others.

In short, having a blog opens many opportunities for your business to get discovered on the internet. You could then nurture this traffic as per your business model – to convert potential clicks into customers.

Define your goals

With clearly defined goals, you get faster success!

You can list down goals that you wish to achieve from the blog section of your coaching institute website:

  • Institute Visits
  • Sign-Ups For Demo Classes
  • Generate Potential Student Leads (Collect Emails, Phone Numbers)
  • Educate the audience on what your institute do & why students should join your classes
  • Build a brand

Do Keywords Research

Keyword research is an integral part of digital marketing. Investing time in doing keywords research for your blog can help you effectively create content pieces that users are looking for.

Keywords are basically the search terms that users type on search engines to find the information they need. Such as if you are landing on this page from search engine results pages (like Google results), the sentence/words you’ve typed are keywords for which this blog is visible – ranking.

Before planning out your blog topics & start writing, take some time to play around with free keyword research tools so you could cover information that people are looking for.

Some tools you can use for keywords research:

  • Google Keywords Planner
  • UberSuggest by Neil Patel
  • Keywords Everywhere
  • Answer The Public
  • Google Auto Suggest

Analyze Competition

As a part of your blogging strategy, take some time to analyze what other coaching institutes are doing & learn from them.

When writing for a topic, see how many web pages are already published around that topic by checking the number of search results, it will help you differentiate between the competition of various keywords.

Also, deeply analyze the pages that are ranking for your target keywords –

  • Look for value(s) they are providing & how well they are educating their readers
  • what is making you stick to their content
  • How the content & content structure is crafted?
  • Do they also freebies with the content?
  • how deeply they have elaborate on the topic, does they missed anything to add that I could write on?
  • Do you face any bad experiences with the pages on the first results? can you improvise that on your blog post?

Create A Blogging Plan

Once you’re up for the blogging game, remember to create a blogging plan in advance so that you stick with the work & efforts required to achieve your goals.

Posting Consistency/Frequency & content relevancy helps google better decide on how, where & to which users to syndicate your content.

Forget about the keywords, forget about SEO, focus on providing real content & at last – spend some time optimizing your blog post. If there is a content idea, there are readers too – sooner or later, readers will come.

Here’s are two essentials of a good blogging plan:

  • Posting-Frequency: at least 3-5 blogs a week
  • Pillar Articles: at least 3-5 a month

Optimize for leads generation

Optimize your entire blog & blog posts for leads generation to make the most out of your website visitors.

You can strategically create leads generation opportunities on your blog – like sharing free Ebooks, exclusive content, guides, etc.

Some content type ideas coaching institutes can share :

  • Tutorials
  • Ebooks
  • Elearning
  • FAQ Series around your course
  • Previous year question papers
  • Sample question papers
  • Mock test papers

& more ideas you can get while you do competition analysis & execute other digital marketing strategies to promote your coaching institute.

3.2 Content Video Marketing

Video marketing is one of the coolest trends in the digital market – it can be said as the best amongst all other marketing strategies in 2020 – when the pandemic increased the number of internet users, as well as the average time a user spends on the internet.

For most of the topics, video content can work better than blogs; also with video content, you are targeting a majority of internet users – the lazy users, who prefer to watch videos.

Over 60% of the businesses are creating & publishing more & more videos every single day or week to increase discoverability on the world wide web.[6]

Type of videos you can create as an educational entity:

  • Long Videos: Tutorials, Courses, Series, etc
  • E-Courses
  • Short Videos: For YouTube
  • Short Educational Digest Videos: Videos that you could target on short video sharing apps like Instagram Reels

Platforms from where you can target students for your course via Video Marketing

  • YouTube – #1 Video Search Engine
  • Vimeo
  • Facebook Videos
  • Instagram Videos (Feed & IGTV)
  • Short Video Apps – Instagram Reels

4. Local Digital Marketing

Would you prefer a coaching class that is 50KMs away from your location? Probably “NO”, until the coaching classes are exceptional & worth traveling.

In most cases, students or parents would prefer coaching institutes that are nearby their location.

Now how to target such an audience nearby?

Through local digital marketing (sometimes referred to as Local SEO) – which has emerged as one of the most effective ways to grow your local business online.

Modern people are internet savvy & why would not they be? The Internet has made almost everything accessible at or fingerprint.

Every single day, millions of people are performing local searches to find nearby businesses/stores they want to find. In the past five years, searches that include “near me” have increased to 90 times what they were 5 years ago.

Google trends data of Near me searches to show why coaching centers should work for local digital marketing or local SEO

For every local coaching institute, the target audience lives nearby – thus it makes sense to prepare yourself for local digital marketing.

4.1 Claim Your Google My Business Listing Profile

The first step to local digital marketing is the creation of a google my business listing profile.

Google My Business is a free service by Google that allows local businesses to create their business profiles so that nearby users can discover their business online.

GMB listings often comes up at the top results when someone searches for local businesses

An image too show how google my business listing can help coaching institutes get discovered in searches

With a Google my business listing, you can connect with nearby prospects (students or parents) searching for coaching classes like yours.

You can share information about the subject(s) you cover, class type, operating hours, photos (batch photos, infrastructure, etc) – sharing as much information as possible would allow potential students to get informed about your coaching institute – eventually encouraging potential buyers to visit you.

You can also use your Google My Business listing profile to collect positive reviews from happy students. These positive reviews will then further help you get more visits to your business.

Another benefit of having a GMB listing for your institute is that you get monthly insights reports that could further help you understand how well your business is performing & what could be improved.

Just make sure to keep all your information correct & invest some time in optimizing your Google My Business listing to get the most out of local SEO.

4.2. Local Listing Websites & Directories

There are numerous local listing websites & directory services wherein users go & search for businesses, services, products, etc.

These portals primarily allow users to do searches based on location. Below is an example search for science coaching institutes in the specified location “Noida Sector 19”

Website directory where you can list your coaching business details

These websites have good authority & discoverability on search engines – they have secured ranks for many local searches keywords.

Below are some local business listings & directories where you can create your Coaching Institute business profile:

  • JustDial
  • Sulekha
  • StartLocal
  • IndiaMart
  • Ask Laila

These directories come with both free & paid plans. Since the free plan is limited to getting certain leads only, a paid plan could help you get more leads.

Before opting for a paid plan, you can do some keyword testing on Google to see what all portals are popular & ranking on the first page – for keywords that a student might use to find your institute.

If you’re a savvy person, don’t forget to use Google Keywords Planner. There are a ton of YouTube videos that’ll teach you how to do Keywords Research properly.

With the Google Keywords Planner tool, you can find more similar keyword ideas to that of your business. Once you get some keyword ideas, hit them on Google & analyze the business listing portals ranking at the first page. For example, if you offer physics coaching, type in Google “physics classes near me” or similar keywords like “physics classes in {location}” & see what all websites are ranking.

Invest in portals that have secured a good position in search engines.

Also, don’t rush for a premium plan at first go, try using the portal for one month or two weeks & test the quality of leads.

If the leads are qualifying as per your business, upgrade the plan.

Also, go through these portals & see if there is an option to create a business profile for free. Creating your business profile will also increase your visibility & discoverability on the Internet.

4.3 Optimize Your Coaching Website For Local SEO

When doing local digital marketing, marketers have to follow some local SEO practices in addition to standard ones.

4.3.1 Keep NAP consistent & build brand citations

NAP (Name, Address & Phone Number) are the main information of any business – so it is important to keep this information accurate & consistent whenever & wherever you create your business profile on the Internet.

Keeping NAP (& other business details) consistent across the WEB helps search engines like Google understand that the business is real & each time this information (if consistent) is spotted on the web, it is counted as a citation of your brand.

In short, citations are mentioned of your brand across the internet. These citations count for 10.58% of local ranking signals[3]

data to showcase why consistent NAP is important for local SEO

So keep in mind to use accurate & consistent details about your coaching institute whenever you do onsite or offsite promotion on the web (like profile creation, business listing, local SEO, social media pages, etc)

4.3.2 Optimize Homepage

Your homepage should clearly convey who you are, what you offer & where you are located. It would be good if you could add a few location keywords to your homepage that search engines can pick to better understand your targeting location.

You should also add an address in the footer of your website, in case of multiple addresses, mention all in footer or create dedicated pages, or you can use a single webpage to show all of your coaching institute locations.

4.3.3 Dedicated Contact Us Page

You should have a dedicated contact us page that clearly mentions how people can reach your business – online or physically. This creates a better user experience & definitely the elements like name, address, phone number, email etc are hints to Google to make your page more relevant to local searches.

4.3.4 Implement Local Business & Organization Schema

Schema markup ( is a data vocabulary (or say, code scripts) that was built to help search engines better understand your website.

Local business schema helps search engines understand which local business this specific website belongs to?

This information will be processed by search engines & ultimately will give a boost to your local SEO efforts.

You can read how to add schemas to your website here, or you can browse through the internet to find free tools, there are a lot available.

4.3.5 Make Mobile Number & Emails Clickable

According to a November 2019 survey, it was found that 56 percent of online consumers in the United States had searched for local businesses via mobile browsers.

– Report by Statista[5] on US device preference online reviews

And did you know that 88% of consumers who do a local mobile search visit or call a store within a day?[5]

This means it is important to make your website usability super easy for mobile users. This can be done by making your phone number & email clickable.

To make your phone number clickable so that users can one-click call you, add “rel” prefix with your phone number as a link

image to show how you can make your phone number clickable in wordpress, this should be done by coaching institutes & all other businesses

<a href=”tel:+9188888888″>Phone Number or Text here</a>

To make emails clickable, you need to add link to text in this format:

image to show how you can make your email address clickable

<a href=””>Your text here</a>

4.3.6 Embed Your Location Maps to Website

When you’re optimizing your local SEO, it makes sense to embed a location map to your website so that both search engines & users can use it to determine your location.

5. Email Marketing

Email marketing is the act of connecting with your subscribers/customers via email – contacts who have signed up to your email list & given consent to receive emails from you.

It is a highly effective digital marketing strategy & is widely incorporated by educational institutes.

Despite being the rise of more & more promotional, junk & spams emails every single day, emails continue to be the most effective way to stay connected with your prospects & keep them aware of your content (promotional or educational)

How to do email marketing?

  • Share free content – The content you share on your blog could also be promoted via email marketing.
  • Capture leads via lead magnets – Ebooks, exclusive resources, tips & tricks resources, free webinar, free workshop, etc that requires an email from a user before moving further.
  • Segment your email list for personalization – Once you have a list ready, you would need to segment the audience based on which you can relevant content to the relevant subscriber.
  • Use any email marketing tool that suits your needs
  • Create an automated sales funnel that includes following up with prospects that have enquired about your coaching classes
  • Shoot emails, track responses & improve your email marketing process (email open rates, conversion rates, etc)

6. Search Engine Advertising: Pay Per Click

How about attracting students who are actively seeking information around coaching institutes like yours? It is possible via Pay Per Click advertisement on Search Engines.

Search Engines are one of the most effective marketing channels used by businesses – to market locally or globally. Why? Because someone who is searching for services or whatever on Google is interested around the keyword – meaning is someone is looking for brown formal shoes might be interested in buying as well – the audience is potential & you can convert it.

Someone searching on Google for “best SSC training institute in Noida (or your location)” might be a potential student for all the training institutes offering classes for SSC. All they need to do is submit a bid value for this keyword & your ad will be placed – you will be paying only when someone clicks.

To get started, you can play around with Google Pay Per Click advertisement as there are tons of resources to learn about this platform or you can consider hiring a freelancer to do that. (Ping me if you’re interested)

But before putting any money into the Ad account manager, make sure to get familiar with the basics of PPC advertising, optimization & most importantly “Keywords Research” – which is the basic fundamental in digital marketing.

7. Search Engine Optimization

As we discussed search engine advertising in the above section, this one is about Search Engine Optimization. This strategy might not be of any use for you as for now – if you’re just started knowing about online marketing – but for later, you need to keep optimization in mind at every step.

What is SEO?

It is the process of optimizing your business’s online presence (website) so as to make it more discoverable & reachable for users via search engines.

How it is done?

Having your accurate & optimized online presence on the internet so that search engines can discover you as a business & make you more discoverable by showing you in search engine results. Optimization is everywhere – be it on Facebook, LinkedIn, or your own website – because your website acts as a hub of all information, it is the main place where optimization is performed.

Optimization will follow along with you along with all aspects of online marketing. There can be endless ways to do it & generally SEO is an industry practice following basic important things like –

  • Keeping your business website updated with information
  • Getting link mentions from blogs, media, publication to your websites (are called backlinks in SEO)
  • Keeping your business name, contact information & other important information accurate across the Web (as we discussed earlier)
  • Keeping your website easy to use – speeding up the load time, creating good navigation, avoiding spammy tricks like showing popups that do not have an exit button
  • and endless other factors that affect user experience on the web.

If you’ve heard of Search Engine optimization, you might know the advantages of ranking on the #1 position or at least the first 5 results. And so it is one of the hardest things to achieve in online marketing & the SEO industry is worth over $80 billion.

Businesses are paying in tons of cash to SEO agencies that offer them SEO services & it is a long-term game.

Why SEO is beneficial is because people typing something into search engines have an intent, be it buying intent or getting information. However, you might not be willing to learn more about SEO at the moment because you think it is complex, tough & expensive (it is very expensive).

But it is important to at least have a website in place for your coaching institute with some important pages like contact us, about us, courses, etc. The smart move would be to maintain a blog publication on your website that is very beneficial in the long term.

9. Create Webinars & Offer Demo Classes

This is probably the best bet for you.

A webinar is an event (video conferencing) which is attended exclusively by interested online audience.

When you conduct a free webinar on a particular topic, interested students would register for the event. These live attendees will then pay attention to what you are teaching in the webinar & at the end of this event, all you need to do is promote your institute & those who are interested will engage to join your classes.

It is such an effective strategy that you can bring in tons of students & convert them to join you, if you’re offering quality education.

Human love freebies & that is why most of us are attracted to free webinars.

Being an institute, you can offer free education by conducting webinars on a weekly, daily or monthly basis (as per your bandwidth)

All you need to do is to learn how to conduct an online webinar & promote it.

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