Marketing To The Generational Preferences Of Online Tutoring


Imagine a triangle. At one point is you, the company. The remaining two points represent the parent and student.

Any type of business where you’re dealing with students, parents will be involved. The challenge is figuring out messaging.

You can have the same message, but the way you communicate it must be different.

In this case it comes down to: generational preferences.

Online tutoring is accepted by teenagers because it’s their preferred medium of contact. Parents, on the other hand, grew up experiencing tutoring in-person. Context is everything.

Since parents invest in their child’s education, it’s important to “sell” adults on the benefits of online education. Here’s how:

Convenience: technology eliminates the commute. Before, tutors would make house calls, but that limits the talent pool based on your location. Traveling also allows tutors to charge for time spent commuting. Online tutoring makes it convenient for both parties to work remotely.

Laptops “analogy”: if you were being tutored by someone chances are you’d bring your laptop. Tutors tend to use a computer too, so most of the time spent would be looking at each other’s screens. Online tutoring eliminates that. Screen sharing, editing documents together and using annotation tools to illustrate concepts can only be done virtually. Online functionality beats what you can accomplish in-person.

Show & tell: one of the most powerful ways to become a believer is to watch a recorded demo. Once parents see both the tutor and student’s faces with the interactive lessons on the screen, they’re sold. That’s why we offer a free 30 minute video meet and greet to parents and students with their tutor prior to committing to a package. Experience is better than hearing about it.

It’s key to understand what the parent (credibility) and student (tutor’s likability) care about most. When I speak to parents, physical sign-in sheets, demo videos and answering questions turn skeptics into believers. For students, we tend to hire tutors in their 20’s and 30’s for relatability purposes. Let’s face it, students don’t normally want to be tutored, but if we pair teens with tutors they actually like chances of success increase tremendously.

Connecting is meeting people where they are. It’s doubly tricky in this industry, but if you address it correctly you create long-term advocates.

Published by

Scott Asai

Helping people develop their leadership skills to advance in their career

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