As an online teacher, one of the most frequent questions you might have is how to find students. You’re independent, you’re ready, but where are your students? This blog will guide you through the strategies to find students for your ESL teaching business and how to effectively market yourself.
Identifying Your Target Audience
The first step in marketing your online teaching business is to determine who you want to teach and where they are located. Different audiences are on different platforms, so it’s crucial to identify where your potential students hang out online.
For example, if you’re targeting business professionals in the U.S., your strategy will differ from targeting busy parents in South Korea. Identifying your target audience will help you choose the right social media platforms to market your classes.
Marketing in China
China is a significant market for ESL teachers, and many are familiar with teaching Chinese students through platforms like VIPKid or Palfish. Two main social media platforms in China are essential for your marketing strategy: WeChat and Xiaohongshu (Little Red Book).
WeChat is an all-in-one messaging app used for everything from social networking to paying bills. It’s an excellent platform for organic referrals. You can create groups and invite students or potential students, providing value and encouraging them to invite others.
However, WeChat groups are private, meaning you need to be invited or invite others to join. Use this platform to build a community and organically grow your student base. Consider invoicing through WeChat Pay, which is a common payment method in China.
Xiaohongshu (Little Red Book)
Similar to Instagram, Xiaohongshu is a platform where you can post videos, pictures, and use hashtag strategies to reach your audience. While I haven’t personally used it, my colleague Katie Prescott has had great success with it. It’s worth exploring if you’re targeting Chinese students.
Photo by Timothy Hales Bennett on Unsplash
Exploring the North American Market
Many might overlook the North American market, but platforms like Outschool have shown there’s a demand for online learning here. Outschool started by targeting homeschooling parents and has grown significantly, proving that there’s potential beyond traditional markets.
Utilizing Facebook
With over 3.065 billion users, Facebook is the most popular social media platform worldwide. It’s an excellent place to build relationships through groups, pages, and ads. Start a group for your target audience, such as homeschooling parents or English learners, and engage with them to build a community.
Facebook ads can be effective, but it’s crucial to learn organic marketing strategies first to avoid wasting money on ineffective ads.
Instagram is another powerful tool with 1.386 billion users. Utilize reels, stories, lives, and posts to engage with your audience and promote your teaching business. Instagram’s visual nature makes it perfect for showcasing your personality and teaching style.
Photo by Alexander Shatov on Unsplash
Leveraging YouTube
YouTube is the second-largest search engine globally, with over 2.6 billion users. It’s an excellent platform for reaching new audiences and building a relationship with potential students. Use a combination of long videos, shorts, and live streams to engage with your audience.
Photo by Alexander Shatov on Unsplash
Exploring Other Platforms
Other platforms like TikTok, LinkedIn, Pinterest, and Clubhouse can also be effective, depending on your target audience. TikTok is great for short, engaging videos, while LinkedIn is perfect for reaching business professionals. Pinterest can help you share content, and Clubhouse offers audio chat rooms for live interaction.
Photo by Dmitry Mashkin on Unsplash
Podcasting and Clubhouse
Podcasts are growing in popularity, with 424 million listeners. Consider recording your teaching sessions or creating podcasts to reach a broader audience. Clubhouse, with its audio chat rooms, is another platform to connect with learners, especially for language practice.
Clubhouse is not as popular as it was in 2022, but there are still users there, and some teachers are still using it to find students.
Photo by Daniel Rubio on Unsplash
Final Thoughts
While it may be tempting to market on every platform, it’s more effective to focus on a few where your target audience is most active. Repurpose content across platforms to save time and reach a wider audience. Start small and grow your presence gradually.
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