How to Build a Marketing Strategy for Education Platforms

Education platforms are growing fast, but without a clear digital marketing strategy, it’s easy to mistake activity for real progress. In fact, 61% of undergraduates were enrolled in at least one distance education course in Fall 2021 (NCES), highlighting how essential online visibility has become. These are the core principles to keep your marketing efforts focused, effective, and aligned with your platform’s goals:

Big goals, small teams
Most platforms don’t have an in-house agency. They must attract prospective students and drive results across multiple marketing channels, often with lean teams and tighter timelines.

No strategy, no enrollments
Without a clear educational marketing strategy, your budget can vanish into click-throughs that never convert into student enrollments.

Strategy is built through execution
You don’t need a massive plan, you need an actionable marketing plan that sharpens with every test, campaign, and feedback loop.

Consistency beats chaos
A focused strategy turns scattered campaigns into a steady system that grows your brand, builds trust, and supports enrollment goals.

Why Education Marketing Needs a Different Playbook

Marketing for education platforms isn’t about optimizing what’s already working—it’s about discovering what works. You don’t have centuries of brand recognition, multi-million dollar endowments, or a physical campus tour to win people over. Every move has to build trust, generate interest, and drive action, fast.

Established institutions can afford to refine. Education platforms need to earn attention.

Here’s what makes education marketing different:

Every click matters.
You’re not just tracking engagement, you’re building a path to student enrollments.

You’re building credibility from zero.
Your name isn’t on the side of a campus building. You must earn trust through positive reviews, strong outcomes, and real value.

Speed wins.
Run experiments. Test campaigns. Use results to shape your content marketing strategy in real time.

Your audience is still evolving.
Feedback from current students and potential students may shift your messaging, curriculum focus, or even your platform’s positioning.

Step 1: Define Your Target Market

You can't reach everyone, so start with the right someone.

Before launching any campaign or building a single landing page, you need a clear understanding of who your platform is for. That means moving beyond vague ideas like “anyone interested in online learning” and building a real profile of your target market.

Start by answering these questions:

• Are you targeting prospective students straight out of high school, or working professionals looking to upskill?
  
  

• Do your programs cater to a niche (e.g. tech, business, creative arts), or a broader educational institution audience?
  
  

• What pain points are these students facing? Is it affordability, flexibility, job placement?

Once you understand their needs, you can build marketing messages that speak directly to them and choose marketing channels that align with their habits.

A few places to gather insight:

• Run student surveys or interviews

• Analyze your most engaged users

• Review competitor platforms and industry reports

• Use tools like Google Analytics, Facebook Audience Insights, and SparkToro

Pro-Tip: If you're just getting started, try building 1–2 “future student” personas. Include their background, goals, challenges, and how your platform helps them. This makes every decision, from content to ad spend, more focused and effective.

Step 2: Map the Student Journey

From curiosity to enrollment, every touchpoint matters.

Understanding your target audience means more than knowing who they are, it’s knowing how they move. Mapping out your student journey helps you identify gaps, friction points, and opportunities to guide potential students from discovery to decision.

The typical education platform journey includes:

1. Awareness
   A student hears about your platform via search, social, or word of mouth. Your job here is visibility: SEO, paid ads, content marketing, and partnerships.
   
   

2. Consideration
   They begin comparing options. Are your course offerings clear? Do you showcase outcomes? Positive reviews, rankings, and explainer videos play a significant role here.
   
   

3. Decision
   They’re almost there, but may need a final nudge. Free trials, application walkthroughs, or direct access to a counselor can tip the scale.
   
   

4. Onboarding and Retention
   Once enrolled, the journey isn’t over. An exceptional user experience and personalized communication improve retention, satisfaction, and referrals.

Pro-Tip: Not sure where students are dropping off? Use tools like Hotjar or Microsoft Clarity to track behavior and see where interest turns into hesitation.

Step 3: Build a High-Impact Website

Your website isn’t just a brochure, it’s your best enrollment tool.

Your website is the first (and possibly only) chance for many prospective students to make a great impression. A strong user experience can turn a curious visitor into an applicant. A weak one? That’s a bounce you'll never get back.

Here’s what separates a forgettable site from a conversion machine:

• Clear value prop above the fold
  Tell future students what you offer and why it matters within seconds. No scrolling required.
  
  

• Fast, mobile-first design
  Over 60% of students use mobile devices to research programs. Use tools like PageSpeed Insights to ensure your site loads quickly and performs well across devices.
  
  

• Easy-to-navigate structure
  Don’t hide the good stuff. Make course descriptions, pricing, FAQs, and application info easy to find.
  
  

• SEO-ready content
  Use a solid SEO strategy to help your pages rank in search engines for key topics like “online courses for finance” or “best coding bootcamps.”
  
  

• Strong CTAs
  Every page should have a clear next step: Explore Courses, Book a Call, Apply Now.
  
  
  

Step 4: Develop Your Content Marketing Strategy

Content isn’t a side project. It’s how you build trust, explain value, and stay top-of-mind.

Education is a high-consideration decision, which means your target audience is doing a lot of research before they ever fill out a form. Your content should guide them through that learning process, and position you as the most helpful option on the table.

Types of content worth investing in:

• Blog posts that answer common questions like “Is an online MBA worth it?” or “How to pick a data science bootcamp”
  
  

• Student spotlights or alumni success stories that showcase outcomes and offer social proof
  

• Downloadable guides like “How to Compare Online Courses” or “What Employers Look for in Certification Programs”
  
  

• Webinars and Q&As with instructors or industry guests

A well-rounded content marketing strategy should balance SEO-focused articles, brand storytelling, and bottom-of-funnel content that supports decision-making.

Need inspiration? Browse the HubSpot blog or check out Think with Google to see how top brands mix educational content with conversion goals.

Pro-Tip:  Build a searchable content library on your site categorized by audience (e.g. "Working Professionals" vs. "First-Time Students"). It helps guide visitors to the right resources and improves time on page.

Step 5: Choose and Optimize Your Marketing Channels

Go where your audience already spends time, and tailor your message to the medium.

A common mistake in education marketing strategies is trying to be everywhere at once. The smarter approach? Focus on the marketing channels that give you the best return, then optimize them relentlessly.

Here’s how to think about channel selection:

High-Intent Channels

• Search engines (via Google Ads or organic SEO): Great for capturing prospective students actively looking for programs.
  
  

• Email marketing: Ideal for nurturing leads who aren’t ready to enroll yet but want to stay informed.

Discovery Channels

• Social media platforms like Instagram, LinkedIn, and TikTok: These help build brand awareness, especially for younger or professional audiences.
  
  

• YouTube: A top search engine in its own right, and a powerful place to share explainers, testimonials, or course previews.

Niche and Referral Channels

• Partner blogs, podcasts, or influencers in your subject area

• Alumni referral programs or employer partnerships

• Listings on platforms like Class Central or Course Report
  
  

  
  

Step 6: Engage with Social Media and Video Content

Meet students where they scroll, and speak their language.

For many current students and potential students, your social feed is their first impression of your brand. It’s where they get a feel for your values, your vibe, and your legitimacy.

Pair that with short, punchy video content; you’ve got one of the most effective ways to turn interest into action.

Social media marketing that works:

• Instagram Reels or TikTok clips showing a “Day in the Life” of a student or instructor

• LinkedIn posts with valuable insights for professional learners

• Live Q&As, office hours, or walkthroughs on YouTube Live

• Behind-the-scenes or progress updates on Facebook

Why video matters:

• It increases time on page

• It boosts conversion on course pages

• It builds trust faster than text

And with tools like Canva Video Suite or InVideo, you don’t need a film crew to produce scroll-stopping content.

Step 7: Use Social Proof to Build Trust

If they won’t take your word for it, let your students speak for you.

Trust is the currency of education. And when you're not a household name, social proof is how you earn it.

Future students want to know:
Does this platform deliver?
Will it work for someone like me?

Here’s how to answer that, without saying a word yourself:

Build trust with:

• Positive reviews on Google, Trustpilot, or G2

• Alumni testimonials and video interviews

• Student-generated content: Reposts, shoutouts, and tags from your most engaged users

• Case studies or “success spotlights” on your blog

• Ratings and feedback snippets on course pages

Ensure these assets are easy to find across your site and appear during key decision points (like checkout or lead capture pages).

You can even automate review collection using tools like Grade.us or Endorsal.

Step 8: Measure ROI and Optimize Campaigns

If you’re not measuring, you’re just guessing.

You’ve launched campaigns, created content, and engaged on social—but what’s working? Tracking performance across your marketing efforts helps you double down on what’s converting and cut what’s not.

Start with the right KPIs:

• Student enrollments

• Cost per lead (CPL)

• Conversion rate by channel

• Time on site and bounce rate

• Engagement on social media platforms

Use tools like Google Analytics, HubSpot, or Segment to collect and unify your data.

Then refine your marketing campaigns based on what you learn:

• Adjust copy, visuals, or CTAs

• Reallocate the budget toward high-performing channels

• Test new offers, formats, or landing pages

Step 9: Use AI to Work Smarter, Not Harder

Your most powerful marketing tool might already be in your browser.

AI isn’t here to replace marketers; it’s here to boost productivity, shorten feedback loops, and make your education marketing strategies more agile. Whether you're writing blog posts, mapping your SEO strategy, or optimizing emails, the right tools can help you move faster and make smarter decisions.

Start here:

• Averi Built for marketers, Averi helps you plan and execute full-funnel campaigns—from strategy to copy—aligned with your specific goals. Think of it as your AI co-pilot for getting results, not just drafts.
  
  

• ChatGPT Great for brainstorming blog outlines, writing social captions, or answering student FAQs at scale.
  
  

• Jasper Use it to personalize website content or create high-converting ad copy tailored to different audience segments.
  
  

• Surfer SEO Combine content creation with real-time optimization to ensure your posts rank on search engines.

AI can help streamline your marketing plans, analyze results, and repurpose high-quality content into multiple formats.

Pro-Tip: Start with one workflow, like repurposing blog posts into emails or LinkedIn carousels, and let AI handle the grunt work. You’ll free up time to focus on strategy, creative testing, and growth.

Common Education Marketing Mistakes to Avoid

Even great platforms can get tripped up by simple missteps.

Avoiding these common pitfalls will save you time, money, and missed student enrollments. Here's what to watch out for:

• Ignoring the Research Phase

If you only focus on the “Apply Now” crowd, you miss the broader audience of potential students still researching. Your content marketing strategy should nurture interest long before someone can convert.

• Underinvesting in UX

A cluttered site or clunky application process kills conversions. Your user experience isn’t just cosmetic, it’s core to your success.

• Being on every platform “just because”

Not every platform works for every program. Focus your marketing efforts where your target audience actually spends time.

• Skipping follow-up

A student fills out a form, and hears nothing. Big mistake. Automated email flows or retargeting ads keep warm leads from going cold.

• Talking about features, not outcomes

It’s not about what your platform does, it’s about what your students get out of it. Think careers, credentials, and transformation.

Avoid this: Marketing like a school when you’re actually a product. Education platforms must be clear, concise, and student-centered in every message.

How Averi Helps You Execute

A great strategy means nothing without execution. That’s where Averi comes in.

We combine AI tools with human support to help educational platforms turn plans into output, fast. From building marketing campaigns to generating content marketing and managing performance insights, Averi enables you to scale without the overhead. 

You don't need a bigger team to get results. You need the right experts, at the right time, with the right AI-powered systems to support them.

It’s like having an extra marketing team, without the extra headcount.

FAQ: Marketing for Education Platforms

What is a good marketing budget for an education platform?

While it varies based on your size and goals, a general rule is to allocate 7–12% of projected revenue toward marketing. Early-stage platforms may invest more heavily to build awareness and drive initial student enrollments.

How do I choose the right marketing channels?

Start with where your target audience already spends time. Use tools like SparkToro or Meta Business Suite to research behavior and plan accordingly.

What kind of content works best for education platforms?

Focus on blog posts, video explainers, student stories, and downloadable guides. Your content marketing strategy should address real questions potential students have when comparing programs.

How important is SEO for education marketing?

Extremely. A strong SEO strategy helps your platform show up in search engines when students are actively researching courses. It’s one of the highest-intent channels available.

What should I look for in marketing performance metrics?

Track metrics like cost per lead, conversion rate by channel, and actual student enrollments. Also keep an eye on micro-metrics like bounce rate, time on site, and page load speed.

Should I use paid ads?

Yes, but test carefully. Start with retargeting and high-intent keywords on Google Ads. Platforms like LinkedIn Ads work well if you’re targeting professionals.

How can I compete with larger institutions?

Focus on clarity, credibility, and high-quality content. Unlike large universities, you can be faster, more transparent, and more personalized. Use social proof, lean into niche programs, and highlight student outcomes.

When should I bring in outside help?

If your in-house team is stretched thin or lacking specific expertise (like SEO or video production), hiring an agency or using a platform like Averi can help streamline and scale your efforts.

Ready to Stop Planning and Start Executing?

Most education platforms don't fail because of bad strategy. They fail because of poor execution.

While others are still perfecting slide decks and debating which hashtag to use, you could be launching campaigns, testing messaging, and driving real growth—all within days, not months.

Get Started in 3 Steps:

1. Book a 15-Minute Demo — See how Averi's AI-powered platform works specifically for your business

2. Connect with Expert Talent — Get matched with battle-tested marketers who've done it before

3. Ship Your First Campaign — Go from concept to execution in under a week

Don't waste another month on marketing that never leaves the planning phase.

Launch Faster with Averi →

"We accomplished more in two weeks with Averi than we did in three months with our previous agency. The combination of AI speed and expert execution is exactly what we needed." — Sarah Chen, Founder at TechScale