Course Marketing Strategies That Actually Work in 2026
You created an amazing course. Now it's time to get it in front of the right people. This comprehensive playbook reveals 45+ proven marketing strategies that successful course creators use to attract students and grow their revenue. Learn to leverage YouTube SEO, boost student engagement, and master the art of selling courses online.
The Harsh Truth About Course Marketing
"Build it and they will come" doesn't work. The average course creator spends 100+ hours creating their course, but less than 10 hours marketing it. Then they wonder why nobody buys. The reality? Marketing should take 2-3x longer than course creation.
- Average Course Sales (No Marketing)
- 5-10
- First 3 months
- With Consistent Marketing
- 50-200
- First 3 months
- Marketing Time Investment
- 10-15 hrs/week
- Recommended minimum
The Course Marketing Funnel: Your Roadmap to Sales
Every successful course marketing strategy follows this funnel. Understanding where each tactic fits helps you build a complete system that converts strangers into paying students.
1. Awareness
Make people aware your course exists
Top of Funnel- • SEO
- • Social media
- • Paid ads
- • PR
2. Interest
Generate interest in your topic
Upper Middle- • Blog content
- • YouTube videos
- • Podcasts
- • Lead magnets
3. Consideration
Position course as the solution
Middle- • Email nurture
- • Webinars
- • Mini-courses
- • Testimonials
4. Purchase
Convert to paying student
Bottom- • Sales page
- • Launch emails
- • Limited offers
- • Guarantees
5. Advocacy
Turn students into promoters
Post-Purchase- • Referrals
- • Testimonials
- • Case studies
- • Affiliates
45+ Proven Marketing Strategies (Organized by Channel)
Content Marketing: The Long-Term Growth Engine
Content marketing is the foundation of sustainable course growth. It builds trust, establishes authority, and generates organic traffic that converts for years.
1. Start a Blog (Highest ROI)
Publish 2-3 articles per week related to your course topic. Each article should target a specific keyword and include CTAs to your course.
Example Topics:
- • "How to [solve specific problem]"
- • "[Topic] for beginners"
- • "X vs Y: Which is better?"
- • "Common mistakes in [topic]"
Expected Results:
3-6 months to see traction, then 20-40% of course sales from organic traffic
2. YouTube Channel (Second-Best ROI)
Create 1-2 videos per week teaching concepts related to your course. YouTube is the #2 search engine and videos rank in Google too.
Video Types:
- ✓ Tutorials
- ✓ How-to guides
- ✓ Tips & tricks
- ✓ Common mistakes
- ✓ Tool reviews
Optimization:
- ✓ Keyword-rich titles
- ✓ 200+ word descriptions
- ✓ Custom thumbnails
- ✓ Cards & end screens
- ✓ Course link in description
3. Start a Podcast
Audio content builds deep connections with your audience. Podcast listeners are highly engaged and loyal.
- ✓ Weekly episodes (20-40 minutes)
- ✓ Submit to Apple Podcasts, Spotify, Google
- ✓ Include course CTA in every episode
- ✓ Repurpose into blog posts & social clips
4. Publish a Book on Amazon
Repurpose your course content into a book. Amazon's marketplace gives you instant credibility and a new revenue stream.
- ✓ Self-publish via Kindle Direct Publishing
- ✓ Include course link in book
- ✓ Use book to build authority
- ✓ Offer book as lead magnet
5. Create Lead Magnets
Offer free resources in exchange for email addresses. This builds your email list with qualified leads.
Checklists
Quick wins, easy to consume
Templates
Practical, immediate value
Mini-Courses
Sample of main course
6. Guest Blogging
Write for popular blogs in your niche. You get exposure to their audience plus valuable backlinks.
- ✓ Target blogs with 10K+ monthly visitors
- ✓ Pitch unique, valuable topics
- ✓ Include author bio with course link
- ✓ Engage with comments
Social Media Marketing: Build Your Audience
Social media is where you build community, establish authority, and drive traffic to your course. Each platform has unique strengths—choose 2-3 to focus on.
7. TikTok (Fastest Growth)
Short-form video is the fastest way to grow an audience in 2026. TikTok's algorithm favors new creators.
Content Ideas:
- • Quick tips (15-60 sec)
- • Common mistakes
- • Before/after results
- • Myth-busting
- • Tool demonstrations
Strategy:
- • Post 1-3x daily
- • Hook in first 3 seconds
- • Use trending sounds
- • Link in bio to course
- • Engage with comments
Example: Kat Norton (Miss Excel) built a 6-figure course business entirely from TikTok in 6 months.
8. Instagram Reels
Similar to TikTok but with a more professional audience. Reels get 10x more reach than regular posts."
- ✓ Repurpose TikTok content
- ✓ Use carousel posts for tutorials
- ✓ Stories for behind-the-scenes
- ✓ Link in bio + link stickers in stories
9. YouTube Shorts
YouTube is pushing Shorts heavily. Use them to drive traffic to your long-form videos and course.
- ✓ Extract clips from long-form videos
- ✓ Tease full tutorials
- ✓ Link to full video in description
- ✓ Post 3-5x per week
10. LinkedIn (B2B Courses)
Best platform for professional/business courses. LinkedIn's algorithm favors native content.
- ✓ Post 3-5x per week
- ✓ Share insights, not just promotions
- ✓ Use carousels for tutorials
- ✓ Engage in relevant groups
- ✓ LinkedIn articles for long-form
11. Facebook Groups
Build a community around your topic. Groups have higher engagement than pages.
- ✓ Create your own group
- ✓ Join existing groups in niche
- ✓ Provide value before promoting
- ✓ Use group to nurture leads
12. Live Webinars
One of the highest-converting tactics. Live webinars build trust and allow real-time objection handling.
Webinar Formula:
- 1. Hook (5 min) - Problem + Promise
- 2. Content (30 min) - Teach valuable content
- 3. Pitch (15 min) - Introduce course as solution
- 4. Q&A (10 min) - Handle objections
Email Marketing: Your Most Valuable Asset
Email marketing has the highest ROI of any marketing channel (average $42 for every $1 spent). Your email list is an asset you own—not rented from social platforms.
13. Build Your Email List
Priority #1. Every piece of content should drive email signups.
Lead Magnet Ideas:
- • Free mini-course
- • Checklists/templates
- • Ebook/guide
- • Webinar registration
- • Resource library
Placement:
- • Pop-ups (exit intent)
- • Top bar
- • End of blog posts
- • Sidebar
- • Social media bios
14. Welcome Email Sequence
First impression matters. Your welcome sequence sets the tone and builds trust.
7-Email Welcome Sequence:
- Email 1: Deliver lead magnet + set expectations
- Email 2: Your story + why you teach
- Email 3: Quick win/tip
- Email 4: Student success story
- Email 5: Common mistake to avoid
- Email 6: Introduce course (soft pitch)
- Email 7: Special offer for new subscribers
15. Weekly Newsletter
Stay top-of-mind with valuable weekly content. The 80/20 rule: 80% value, 20% promotion.
- ✓ Send same day/time each week
- ✓ One main lesson or tip
- ✓ Link to latest content
- ✓ Soft CTA to course
16. Launch Email Sequence
When you launch or re-open your course, use a dedicated email sequence to maximize sales.
5-Day Launch Sequence:
- Day 1: Announcement + transformation promise
- Day 2: What's inside + social proof
- Day 3: Objection handling (time, money, skill)
- Day 4: Urgency (limited spots/time)
- Day 5: Last chance (final push)
17. Segmentation & Personalization
Not all subscribers are the same. Segment your list for better results.
By Interest
Tag based on content consumed
By Behavior
Opened/clicked certain emails
By Stage
New vs engaged vs customer
Paid Advertising: Scale What Works
Paid ads let you scale quickly, but only after you've validated your course with organic methods. Rule of thumb: Don't run ads until you've made at least 20 organic sales.
18. Facebook & Instagram Ads
Best for B2C courses. Powerful targeting options and visual ad formats.
Campaign Types:
- • Lead generation (email signups)
- • Traffic (to blog/webinar)
- • Conversions (direct sales)
- • Retargeting (warm audience)
Targeting:
- • Interest-based
- • Lookalike audiences
- • Custom audiences (email list)
- • Website visitors (pixel)
Typical Costs:
- • Cost per click: $0.50-$2.00
- • Cost per lead: $5-$20
- • Cost per sale: $50-$200
19. Google Ads
Capture high-intent searchers. Best for courses with clear search demand.
Search Ads:
- • Target "[topic] course"
- • "Learn [skill]"
- • "[topic] tutorial"
- • High intent, high cost
Display Ads:
- • Retargeting website visitors
- • Interest-based targeting
- • Lower cost, lower intent
- • Good for awareness
20. YouTube Ads
Video ads on YouTube can be highly effective for tutorial/educational courses.
- ✓ Skippable in-stream ads (most common)
- ✓ Target competitor videos
- ✓ Target relevant channels
- ✓ Cost per view: $0.10-$0.30
21. Retargeting Campaigns
Most people don't buy on first visit. Retargeting brings them back.
Retargeting Audiences:
- • Visited sales page but didn't buy
- • Watched webinar but didn't buy
- • Opened emails but didn't click
- • Abandoned cart
Partnerships & Affiliates: Leverage Other Audiences
Why build an audience from scratch when you can tap into existing ones? Partnerships and affiliates can 10x your reach overnight.
22. Create an Affiliate Program
Let others promote your course for a commission. This is the fastest way to scale.
Commission Structure:
- • 20-30% for most courses
- • 40-50% for high-ticket
- • Recurring for memberships
- • Tiered for top performers
Affiliate Tools:
- • Thinkific (built-in)
- • PartnerStack
- • Rewardful
- • Tapfiliate
23. Podcast Guesting
Appear on podcasts in your niche. One appearance can generate 10-50 sales.
- ✓ Target podcasts with 1K+ downloads/episode
- ✓ Pitch unique angles, not just "buy my course"
- ✓ Provide immense value
- ✓ Mention course naturally
- ✓ Offer special discount code
24. Influencer Partnerships
Partner with influencers in your niche for promotions.
Micro-Influencers
5K-50K followers, high engagement
Mid-Tier
50K-500K, good reach
Macro
500K+, expensive but massive reach
25. Co-Create with Other Experts
Bundle your course with complementary courses from other creators.
- ✓ Find non-competing experts
- ✓ Create bundle offer
- ✓ Cross-promote to both audiences
- ✓ Split revenue 50/50
26. List on Course Marketplaces
Udemy, Skillshare, and other platforms have built-in audiences.
| Platform | Pros | Cons |
|---|---|---|
| Udemy | Huge audience, easy setup | Low prices, no email list |
| Skillshare | Subscription model, passive income | Low per-student revenue |
| Coursera | Premium audience, credibility | Hard to get accepted |
Advanced Marketing Tactics: Next-Level Strategies
Once you've mastered the basics, these advanced tactics can take your course marketing to the next level.
27. Launch Strategy (Limited-Time Offers)
Open and close enrollment periodically to create urgency and scarcity.
Launch Timeline:
- • Pre-launch (2-4 weeks): Build anticipation
- • Launch week: Open enrollment
- • Mid-launch: Testimonials & social proof
- • Final 48 hours: Urgency push
- • Close enrollment
- • Repeat quarterly
28. Evergreen Webinar Funnel
Automate your webinar to run 24/7. Set it up once, let it sell forever.
- ✓ Record your best live webinar
- ✓ Use EverWebinar or WebinarJam
- ✓ Create urgency with countdown timers
- ✓ Follow up with email sequence
29. Referral Program
Turn students into promoters by rewarding referrals.
Incentive Ideas:
- • $50 credit per referral
- • Free bonus course
- • 1-on-1 coaching session
- • Exclusive community access
Tools:
- • ReferralCandy
- • GrowSurf
- • Viral Loops
- • Built-in platform features
30. PR & Media Coverage
Get featured in publications to build credibility and reach new audiences.
- ✓ Write press releases for course launches
- ✓ Pitch stories to journalists (HARO, Qwoted)
- ✓ Target niche publications
- ✓ Leverage student success stories
31. Community Building
Build a free community (Slack, Discord, Circle) to nurture leads and create advocates.
- ✓ Free to join, valuable content
- ✓ Engage daily
- ✓ Promote course naturally
- ✓ Turn members into affiliates
32. SEO for Course Pages
Optimize your course landing page to rank in Google.
- ✓ Target "[topic] course" keywords
- ✓ Include testimonials & reviews
- ✓ Add FAQ schema markup
- ✓ Build backlinks from content
How to Allocate Your Marketing Budget
Whether you have $0 or $10,000/month to spend, here's how to allocate your marketing budget for maximum ROI.
$0-$500/month
Bootstrap Budget- 70% Content marketing (blog, YouTube)
- 20% Social media (organic)
- 10% Email marketing tools
Focus: Time over money. Build organic channels.
$500-$2,000/month
Growth Budget- 40% Content marketing
- 30% Paid ads (test & learn)
- 20% Tools & software
- 10% Partnerships/affiliates
Focus: Test paid channels, scale what works.
$2,000+/month
Scale Budget- 50% Paid advertising (proven channels)
- 25% Content marketing
- 15% Partnerships/influencers
- 10% Tools & optimization
Focus: Scale proven channels, test new ones.
Related Resources
YouTube SEO for Educators
Master YouTube SEO to get your educational content discovered by more students and grow your channel.
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