Creating a Strategy to Market Your Tutoring Business
Creating a strategy to market your tutoring business doesn’t need to give you a headache. In this article we’re going to discuss the early stages of developing your marketing plan, how to identify what makes your business stand out, and how you can leverage those qualities to your advantage.
When creating a strategy to market your tutoring business there are a number of things to consider before getting started. We’re going to discuss the following topics, and why they’ll help you develop your marketing plan:
- Points of Parity
- Points of Difference
We also have some suggestions for questions you can ask yourself to get you started when evaluating these aspects of your business.
We’ll discuss some tools for deciding how to position your tutoring business below, but first we’ll briefly cover what positioning is and why it’s important.
Positioning is about understanding your market and how your business fits into it. More specifically, it’s about understanding your market and how your business can find a space in your market that your competitors don’t occupy.
Proper positioning allows you to market your tutoring business in a way that makes it easy for prospective customers to understand the value you offer them. It makes it easy for them to know at a glance why you’ll meet their needs, why you’re special, and why they should choose you over your competition.
Deciding how you want to position your business is an important first step when creating a marketing plan. Fortunately, there are some simple questions you can ask yourself to figure out what holes you can fill in your market based on the similarities (Points of Parity) and differences (Points of Difference) between you and your competition.
Points of Parity
Points of parity are the aspects of your business that you have in common with your competition; they’re the services, qualities, prices, facilities, technology, travel range, class sizes, etc. that your business shares with competitors in your market.
Having a lot of parity with your competition isn’t necessarily a bad thing, either. Customers use points of parity to gauge standards in your market.
Points of parity are like your ticket to further consideration in a customer’s mind – they tell prospective customers that you’re safe for further consideration because your business checks all the preliminary boxes of what they require in a tutoring business.
Finding specific points of parity with your competitors takes time and research, but you can ask yourself some of these questions when evaluating your business and your competition to get started:
- What similarities are there between our businesses (i.e. services, prices, facilities, etc.)?
- If customers look at our websites, what similarities will they see?
- Do we offer the same services? Class sizes? What education level do we require for our tutors?
- Do we deliver services the same way (i.e. do tutors travel, do students come to our learning centre, do we offer lessons online, etc.)?
- Do we offer different price ranges? Do we offer service packages (i.e. discounts, package discounts, family discounts, etc.) that they don’t?
Make a list with as much detail as possible. It’s alright if it’s a long list, that just means there are a lot of points of parity, which can be expected when comparing competitors in the same market.
Take note of any significant differences between your business and your competition. These will become the Points of Difference you’ll use as the foundation of your marketing strategy, which we’ll talk about next.
Points of Difference
As you make your list, you’ll start to notice that there are some qualities of your business that you don’t share with your competition. These are your points of difference, and they’re what make your business unique in your market.
Ideally, your points of difference should be aligned with your strengths. They should be aspects of your business that make you stand out from the crowd. You don’t need an extensive list of differences – about 2-4 points of difference should be enough (you don’t want too many, or your customers might see your business as risky because you don’t fit their idea of a tutoring business).
If you have a number of points of difference that could serve as the foundation for your marketing strategy, consider using some of these categories and questions to evaluate the strength of your points of difference:
- Distinctiveness: Is this point of difference unique to my business? Do my competitors offer something similar? If they do, why is my offering better? What makes it better, and how much better is it? Should I be worried my competition will copy me?
- Sustainability: Is this point of difference something I can offer my customers on an ongoing basis? Is there any reason I won’t be able to continue filling this need for my customers? Is there anything I need to consider to make it more sustainable long-term?
- Easy-to-communicate: Is this point of difference something I can easily communicate to customers? Will I be able to use simple marketing content to convince customers of the value this offers?
You may end up modifying your points of difference while you answer these questions, but that’s okay. The goal here is to get specific, and understand in detail how and why your business is unique in your market.
You’re Ready to Start Building Your Strategy
This article focused on how you can leverage points of party and points of difference to lay a foundation for the rest of your marketing plan. Now that you have your points of parity and points of difference, you’re ready to start creating a strategy to market your tutoring business.
The tactics and channels you use to position your tutoring business will depend on a lot of factors (your market, resources, time constraints, etc.), but no matter your budget or resources you can use your points of parity/difference to guide your content. If you need some ideas to get you started, you may want to check out this post about 5 Ideas to Start Marketing Your Tutoring Business.
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