Selling Online Courses, Part 2: How To Make Your Marketing Relevant

Selling Online Courses, Part 2: How To Make Your Marketing Relevant
Summary: Let’s take a look at how explaining your Unique Selling Point and finding the best title for your course will help you maintain relevance in your course marketing strategy.

Finding Your USP And Ideal Course Title For Selling Online Courses Successfully

You want to have your learning materials ready-to-go and launch a website on a platform that works, where you can interact with your customers and offer your products and services. Here are two key points to keep in mind for your marketing campaign when selling online courses:

The Ultimate Guide To Selling Online Courses
Discover how to make your online courses ready for sales and, most importantly, profitable.

Explaining Your Unique Selling Point (USP)

If you are not familiar with the term ‘USP’ (Unique Selling Proposition), is a marketing concept that describes a pattern for successful advertising campaigns. This helps to make unique propositions to customers convincing them to switch brands. At LearnWorlds, course authors can create landing pages for their courses’ store all by themselves and without the need of hiring a professional designer. With beautiful and ready-made templates you can achieve both a clear USP and an effective ‘call for action’. These templates can get customized with your own texts, images, and video.


When writing your course description, be reminded of your USP and integrate this in your customer persona. Doing so should be a piece of cake if you make sure to follow the steps below:

  • Step 1: Write For Your Target Audience
    Create your ideal customer persona and register your writing tone so that what you are saying can appeal to potential learners effectively.
  • Step 2: Get Their Attention
    Write an intriguing story that will accompany your offered service or course and watch them feel connected, dazzled and inspired.
  • Step 3: Provide Details
    Don’t forget to include all the important information that will help potential customers understand how your services and courses will help them.
  • Step 4: Call To Action
    Always provide your potential customers with clear information as to what they need to do next in order to purchase and don’t expect them to search for it.
  • Step 5: Mind The Format
    Make sure your text is easy to read, and it’s written in a bulleted format highlighting what your course features and materials are.

Coming Up With The Best Course Title

When you have finished setting up your online school and created your course, you will have to come up with a unique course title. The process is of huge significance since it can determine whether a potential learner will “click” on the course to find out more, or will just keep scrolling on the page. For better effectiveness, you will need to create a title that catches the attention of the learners but also one that works well in terms of SEO.

If you are clueless in title creation or just wondering how to begin, this short handy checklist can help you out:

  1. Start With Key Word Phrases
    Your keywords can be easily found through a search engine and directly inform target learners what your courses and business are all about.
  2. Specify Your Audience
    You need to decide what your course is referring to but at the same time you should be careful not to narrow it down too much.
  3. Focus On Key Benefits
    Try to share enough information to present the key benefits your course offers rather than telling your audience what it is about.
  4. Keep It Short And Memorable
    Make sure your title is easy to remember, so that people can spread the word easily.
  5. Make It Look As Good As It Sounds
    Say it out loud as many times as possible to make sure you don’t stumble. If it sounds good then it most probably is.
  6. Use Keyword Research Tools
    With the help of such tools you can generate plenty of keywords to use for your course and blog titles that will also play an important role on SEO related purposes.

Make It Google-Friendly

When working on title creation, you will find that Google is your best friend. The reason behind this is that SEO optimization has become essential in the digital world as it helps you get found by potential customers easier and quicker. As such, before you can start with your online business, you will have to learn how to use it and come up with some real results.

Credit: LearnWorlds

SEO Optimization

The title tag is the single most important tag on your page. Why? It informs search engines what your page is all about and increases the effectiveness of your SEO strategy. To help you understand this better, we have prepared a checklist that gives out a few tips on how to optimize your title tags. Let’s go through it:

  1. Keep Your Title Short
    Your title tags should be at a maximum of 70 characters long (including spaces).
  2. Think Of Keyword Placement
    In your title tag you will need to have the most important keywords first and your least important ones need to be last in the title tag (i.e. from most to least).
  3. Separate Your Keywords
    You can use pipes (e.g. |) to separate keyword phrases - unless your keywords are written in such a way, in which you should avoid using commas, underscores, dashes or any other punctuation.
  4. Pay Attention To Your Wording
    Your most important phrases need to be short and simple while words like ‘and’, ‘if’, ‘but’, ‘then’, etc. should be left out.
  5. Add Your Company Name
    If your company name is not one of the keyword phrases, you can put it at the end of the title tag. In case it’s one of your important word, you can put it as the first words in your title tag. This is important for branding purposes since people will be able to see the brand and click to find out more.
  6. Don’t Duplicate Your Little Tags
    These should be written in a different way for every page. Avoid mass duplication of your title tags.
  7. Make It Relevant
    Your title tags need to be written in a descriptive way so that they are relevant to the content of your page.

Keyword Research With Google Keyword Tool

When searching for the most appropriate keywords that will draw potential customers, there is a very promising tool you can use to boost your marketing efforts. The AdWords Keyword Planner is an incredibly useful and powerful keyword research tool that is built into the AdWords interface combining Google Keyword Tool and AdWords Traffic Estimator to guide users through the process of finding keywords and creating new Ad Groups and/or Campaigns.

This Google tool allows you to try various keywords in order to see how many times they have been searched for. With it, you can look for keywords that are relevant to your courses and then estimate the size of your target audience as well as your ad bids. Also, it provides suggestions upon keywords, which can help to target your ads better. For example, when searching for “Baking Cookies” the app will show keywords that are relevant to it to help you get more customers at a cheaper price.

Generally, the AdWords Keyword Planner supports 3 key use cases:

  • Searching for keywords and ad group ideas
  • Entering or uploading keywords to get estimates
  • Multiplying keyword lists to get estimates

Credit: LearnWorlds

Credit: LearnWorlds

If you want to learn more about how to sell your online courses successfully, download the eBook The Ultimate Guide To Selling Online Courses.