Marketing of Private Tutors

Contributed by:
Sharp Tutor
It’s a guide specifically for self-employed private tutors. And for that reason, it’s the only marketing book you’ll need if you want to grow your tutoring business.
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What’s Inside…
Don’t Just Take My Word for it…
My Tutoring Story So Far…
A Practical Marketing Strategy for Your Tutoring Business
How to Set Your Tutoring Rates
Market Positioning
The Student Referral Strategy
Branding Your Tutoring Business
Business Cards
Flyers and Leaflets
Registering with Tutoring Agencies
Registering with Tutor Directories
Online Tutoring Platforms
Marketing with your own Website
Google Ads
An Introduction to SEO
On-Page SEO
Building Links to Your Website
Guest Posting
Gathering Testimonials and Reviews
Social Media Marketing for Tutors
Video Marketing for Tutors
Press Coverage for your Tutoring Business
In Summary
About the Author
The Marketing Guide for Private Tutors
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Much of this eBook is based on personal research and experience. The author has
made every reasonable attempt to achieve complete accuracy of the content in this
guide and assumes no responsibility for errors or omissions. You should use this
information as you see fit and at your own risk. The content of this eBook is
original and any instances of duplicate wording or phrasing are purely coincidental
and a result of factual expression. Any trademarks, service marks, product names
or named features are assumed to be the property of their respective owners, and
are used only for reference. There is no implied endorsement if we use one of
these terms.
As this is a paid resource, please don’t reproduce or distribute this eBook online.
The Marketing Guide for Private Tutors
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The Marketing Guide for
Private Tutors
Introduction from Jamie Thomson
Okay, so here’s a bold statement: by the time you’ve
reached the final chapter of this book, you’ll have
learned everything you need to know about how to
market your tutoring business, find more students
and make more money.
This isn’t just another marketing book.
It’s a guide specifically for self-employed private tutors. And for that reason, it’s
the only marketing book you’ll need if you want to grow your tutoring business.
The single most challenging thing about growing a business is marketing. And the
single most challenging thing about marketing is knowing which advice to follow.
In this digital age, information overload makes it difficult for us to separate good
advice from background noise.
To begin with, we’ll look at how to create an effective strategy, because without a
plan, your marketing efforts will go undocumented and you won’t know what
strategies have been the most successful for you. We’ll then look more closely at
the most effective ways you can market yourself offline and online without
breaking the bank.
Remember, the secret to effective marketing isn’t in the quantity but in the
quality. And that’s exactly what you’ll get in this guide.
Figures suggest that there are an estimated 1.5 million private tutors currently
working in the UK. These numbers surpass those of classroom teachers and even
NHS workers.
So, in such a competitive environment, how exactly can you ensure that you stand
out from the crowd and find those 1 in 4 students who are now using private
All will be revealed.
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Don’t Just Take My Word for it…Here’s What
Other People Say About This Guide…
‘This eBook is very thorough and full of good
information. It’s ideal for tutors who want to change
their marketing strategy or increase the number of
students on their books. I liked the section about how to
decide what to charge; as it’s something I’ve always
struggled with.’
John Pickles, English as a Foreign Language tutor, Hull
‘The Ultimate Marketing Guide really is what it says on
the tin! Especially for any private tutor who wants to get
the word out about their services and doesn’t know
where to start. Individual tutors have a document here
which really breaks down and signposts how to get up
and running. Even agencies like our own can learn
something from The Tutor Website’s approach.’
Wesley Sanders, Chairman and Director, Athena Tuition
‘The Ultimate Marketing Guide for Private Tutors is a
highly comprehensive and informative resource for
tutors who want to learn the ins and outs of marketing a
tutoring business. I think the section on measuring your
progress will come in handy for tutors who are keen to
learn more about tracking their marketing efforts using
online marketing tools. I would definitely recommend
this book to tutors who want to grow their businesses
and reach more students.’
Victoria Olubi, Tutor and Founder, The Tutoress
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My Tutoring Story So Far…
I first started working as a freelance private tutor in 2008. At the time, I had
just graduated from university and was looking to earn some extra income by
tutoring Scottish Standard Grade and Higher students in English and French.
With my experience of teaching abroad and working in classrooms in the UK, I
thought my experience and 2:1 degree would be all I needed to start my own
private tutoring businesses.
As it turned out though, I was wrong.
What I had in experience and enthusiasm, I completely lacked in marketing
skills and it took me months before I landed my first paying student.
Back in 2008, there wasn’t all that much advice online about how to market
yourself as a private tutor and so inevitably I went down the path of
advertising in local newspapers and shop windows with absolutely no success.
That’s when I decided to give the online thing a go and discovered a website
called A+ Tutors that had been online since 2000 (and still is). This website
allowed private tutors to advertise in their directory for a small fee each year
and students and parents contacted them directly without having to pay any
agency fees.
A+ Tutors – the very first website for freelance tutors
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A few weeks after I placed my advert on their site, I was contacted by a parent
looking for an English tutor for their daughter and low and behold, I was in
Through trial and error, I started to learn the most effective ways of marketing
my services both online and offline and over the next few years, these efforts
enabled me to grow a thriving part-time tutoring business.
Through speaking with several other freelance tutors, I realised that the
biggest challenge of running a tutoring business on your own wasn’t gaining
experience or qualifications but actually getting your name out there to
students and parents.
So, in 2011, with help from a team of web developers, I set up The Tutor
Website to pass on all the information I had learned about marketing as a tutor
and the industry in general.
To begin with, the website took a while to appear in search engines but slowly
and surely, more and more tutors began signing up to the directory and more
and more parents started visiting the site to find tutors in their local area.
What I’m about to share with you in this guide, are my tried and tested
methods of marketing yourself as a tutor both online and off. Over the last 11
years, I’ve spoken with hundreds of freelance tutors and agencies and learned
from their marketing strategies too. What you’re about to read in this guide are
the most effective marketing methods that you can implement as a private
tutor in 2019 and beyond.
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A Practical Marketing Strategy for Your
Tutoring Business
The key to successful marketing as a private tutor is having a plan.
Marketing your services all guns blazing is all well and good but what you may
have in enthusiasm, you also need to match in strategy. What you need is a plan
that outlines how your marketing will consistently work for you in the long term.
Think of your marketing strategy as a combination of your online and offline
efforts. If you strike the correct balance between digital and traditional marketing,
you’ll start to see the fruits of your efforts. Having a strategy is all about
organising your ideas into actions, so here is our 5 step guide to creating your
marketing strategy.
1. Goals – What Are You Trying to Achieve?
From a marketing perspective, most tutors want two things – more students and
more money.
Now, consider what timescale you’re working to. How quickly do you think you can
realistically start to see an increase in student enquiries from your efforts? It’s
probably best to look at your strategy in quarterly chunks.
Whereas it doesn’t take long to market yourself in the real world, it can take some
time to market yourself online – especially if you’re new to the idea of online
2. Who Do You Think You’re Marketing to?
Sounds like a question with an obvious answer, right?
Your target audience is students.
Well, maybe.
In actual fact, most enquiries for tutoring come from parents or other family
members so they should be the ones you’re pitching to. Ask yourself where your
prospective customers are likely to hang out, and then go there.
Offline, it may be local meet-up groups, the town hall, the library etc. and online it
may be parenting forums, educational websites or tutoring platforms.
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To help you refine your audience better, try customer profiling. Write down who
your ideal customer is. What age are they? Where do they live? How much are they
willing to spend on your services? Customer profiling can be an effective way of
identifying exactly who your audience are and where you’re likely to find them.
3. Raising the Bar - Who Are Your Pacemakers?
Keeping a watchful eye on the competition provides you with useful insights that
you can use in your marketing.
Which tutors in your local area seem to be generating the most business? How are
they marketing themselves? Using other tutors’ marketing efforts as a benchmark
can help you focus yours more effectively.
4. Where Exactly Will You Market Yourself?
If your initial answer to this question is ‘in my local area’, then perhaps you need
to think outside the box a bit more.
With your marketing strategy, you’re looking to gain as much exposure as possible
from your efforts so you’ll want to be selective in where you do your marketing.
Perhaps your offline marketing efforts will be better served in areas near schools,
where you know there’ll be families living nearby?
And how about social media - have you considered which platforms your
marketing will be best suited to in terms of exposure?
There’s a whole lot more information about online marketing methods for tutors
later in the guide.
5. How to Measure Your Progress
Your marketing efforts can be tricky to measure.
To help you decide on the best way to measure your marketing success, have a
look back at your goals to remind yourself what you were trying to achieve in the
first place.
For your offline marketing, it may be the number of phone calls you receive over
the course of a month. And for your online efforts, it may be the number of emails
you receive.
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If you have your own website, Google analytics is a great place to start for gaining
insights into your marketing success and it can really help you quantify your
online marketing goals.
Google Analytics – the best way to track your online marketing efforts
For the tech savvy, metrics like unique visits, individual page views, organic search
terms, bounce rates and direct referrals can help you work out which particular
elements of your online marketing are working well. For example, if you feel that
the number of student enquiries you’re receiving aren’t reflected in the amount of
visitors your website receives, then you know that you need to improve your sales
Action – Complete Your Marketing Strategy Template
Create your own documented marketing strategy by answering the questions set
out in our Marketing Strategy Template that comes with this guide. This is the
basis upon which you’ll approach your marketing. Even if this is the only action
from the guide that you follow through on, it’ll still prove beneficial in the long-
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Want to Find Out More…?
I hope you enjoyed reading your free chapter. To discover the next steps to
marketing your tutoring business, you can buy the rest of this guide for £21.99
from The Tutor Website – that’s less than the average tutor charges per hour.
Download your copy now.
The Marketing Guide for Private Tutors