8 trust-based marketing strategies for online course creators

1. Share real and helpful content

Trust-based marketing starts with being real. People can tell when you’re authentic and genuinely want to help them. That’s why the content you create should focus on solving their problems, not just selling your course.

Here’s how you can do it:

• Show them you ‘get it’ - Share tips, advice, or personal stories that address common struggles your audience faces.
• Offer value up front - Focus on value first. What can they gain from your content, even if they don’t buy? Give before you ask.
• Be real, not pushy - Avoid sounding fake or overly salesy by keeping your tone conversational and straightforward. Stay human!

Remember 💡

When you prioritise being helpful over selling, you naturally build trust. And trust is what leads people to choose you when they’re ready to invest in a solution. This is the backbone of trust-based marketing.

2. Use social proof to build trust

People trust people. Sharing reviews and proof that your course works makes it easier for new customers to say “yes”. It shows you’re not just talking the talk—you’re walking it too.

Here’s how you can do it:

• Show what people say - Use reviews and case studies from past students to highlight what they loved about your course. If you’re not already collecting testimonials, start asking for them during or after your course.
• Share real outcomes - Focus on wins your course helped them achieve, like a new skill or goal reached. Avoid getting bogged down in feedback about your teaching style or course structure.
• Don’t be shy - There’s no such thing as too much social proof when it comes to trust-based marketing. In fact, you could have a thriving course business if all you did was share great testimonials and results! Shout it from the rooftops.

Remember 💡

Let your students’ success stories do the talking for you as much as possible. It’s not about bragging—it’s about showing what’s possible when people trust you.

3. Talk to your audience directly

Trust grows when people feel seen and heard. Connecting with your audience in a real way makes them feel valued and more likely to trust you to be the one to help them when they need it.

Here’s how you can do it:

• Be present where they are - Engage with your audience personally on platforms they use, like social media or email. Start conversations, not just broadcasts.
• Answer questions quickly - Reply to comments, DMs, or emails promptly. A fast, human response goes a long way.
• Ask for their input - Use polls, questions, or live Q&A sessions to find out what they need—and show you’re listening.

Remember 💡

The more accessible and approachable you are, the more your audience will see you as someone they can trust.

4. Be upfront about pricing policies

Nobody likes surprises—especially when it comes to money. Being clear and transparent about your pricing and related policies builds trust and removes hesitation. Even your ideal students will be put off if the cost seems hidden or complicated.

Here’s how you can do it:

• Share your prices - Don’t make people hunt for your course fees. It’s fine if you need a conversation to justify higher pricepoints first, but don’t hide them altogether.
• Explain your policies - Make sure your refund policy, access limits, and details of any extras are easy to find and understand. The more open you are, the less room there is for doubt or confusion.
• Back yourself! - A clear and confident refund policy shows you believe in your course. It’s a sign of trust in your own product and usually gets more people over the line than you’ll ever lose to refunds.

Remember 💡

The more upfront you are about your pricing and policies, the more confident your audience will feel about buying.

5. Offer free trials or previews

Credibility and trust grow when people know what they’re getting into. Offering a sneak peek or trial of your course lets your audience experience the value before committing, and removes some of the risk from their decision.

Here’s how you can do it:

• Share a preview - Give access to the first module or a free lesson to show the quality of your content. They’ll meet you as a teacher and see the value you offer before they buy.
• Try a free trial - Offer limited-time access to the course so they can try before they buy. Provided you’re careful about not giving away so much that they don’t need to buy, this can be a powerful strategy.
• Make it easy to sample - If the goal is simply to demo one of your lessons, make it easy to access—no email signups or credit card details required. Use other content to capture those leads elsewhere.

Remember 💡

People don’t like buying blind and they don’t usually get to hold digital products in their hands before they buy. A free trial or preview can be the next best thing.

6. Stay consistent everywhere

Trust is built on familiarity. When your messaging, branding, and values are consistent across all platforms, your audience knows what to expect from you. This predictability builds marketing trust and makes it easier for them to choose you when they’re ready to buy.

Here’s how you can do it:

• Use the same voice - Develop a brand voice that you use consistently in all your content. That doesn’t mean you need to be cram it with ‘personality’—but it should always sound like one person is talking.
• Match your messaging - Keep your tone, style, and values the same across all platforms. This includes your website, social media, and email marketing. Consistency builds trust.
• Avoid mixed signals - Make sure your messaging is clear and consistent. Don’t offer conflicting advice or change your pricing depending on where people find you.

Remember 💡

Consistency builds trust. Be the same person everywhere, and your audience will know what to expect from you and you’ll increase customer trust.

7. Create an accessible community

It speaks volumes when you’re confident enough in your outcomes to create a space where potential students can connect with current ones. Successful students are your best advocates, and a community is the perfect place for them to share their wins.

Here’s how you can do it:

• Make it easy to join - Start a Facebook group, Slack channel, or a community attached to your course platform. Keep it as frictionless as possible to get people in and engaging.
• Keep the wins public - Encourage students to share their successes in a public part of the community that potential students can see. With their permission, you can even share their wins in that space yourself.
• Be present and engaged - Your community isn’t a set-and-forget asset. You need to be in there, engaging, answering questions, and sharing your own insights. Your presence is a big part of what builds trust.

Remember 💡

Opening up a community can be the ultimate show of transparency and confidence in your trust-based marketing. You’re saying “I’m so sure you’ll succeed that I’m going to let you talk to the people who are succeeding right now!“

8. Prioritise honesty and clarity

Marketing trust can be lost in an instant if you seem disinenguous or unclear. Be honest about what your course can and can’t do, and make sure your messaging is straightforward and easy to understand.

Here’s how you can do it:

• Be specific about what you offer - Don’t promise the world if you can’t deliver it. Better to promise a small win and deliver it than promise a big one and fall short.
• Write like you talk - Keep your language simple, direct, and easy to follow. Avoid jargon or overly complex explanations. Try reading through your content out loud to check it feels natural.
• Get feedback! - Ask an audience member or friend to read your sales page or course description—then ask them to explain back to you what they think you’re offering. You can even use UserTesting.com. If they’re not clear, you’re not clear.

Remember 💡

Your absolute priority with trust-based marketing is to be understood. If you’re not clear, you’re not building credibility and trust.

Key takeaways

Here's what you need to remember about building trust with your audience:

• Be trustworthy - Sounds obvious, right? But this means being honest, transparent, and reliable in everything you do—from the top of your funnel right through to the checkout.
• Prove yourself - Show your audience you can deliver on your promises by sharing testimonials, case studies, and success stories. Let your students do the talking for you wherever possible.
• Back yourself - Whether it's by giving them a money-back guarantee, a free trial, or opening up parts of your community to potential students, show you believe in your course and its outcomes 100%—and they will too.

Put these tips into practice, and you'll be well on your way to building a loyal audience who trust you to help them solve their problems when they're ready to buy—even if that's not right now.

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