You’ve Posted Your Continuing Education Course a Million Times. Now What?

If you’ve created a continuing education course and have shared it everywhere (especially in all the Facebook groups you can find) and it feels like the momentum has just stopped... this post is for you.

If you are a therapist or counselor looking for continuing education, check out my NBCC Approved $5 Podcourses and other continuing education offerings. Plus, get your first Podcourse half off.

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I’ve been there. You pour your knowledge, time, and energy into creating something meaningful for other therapists, and then... it’s like your posts just disappear into the social media void. The likes slow down. The clicks stop coming. And you start wondering, "Is anyone even seeing this?"

You’re not doing anything wrong. But it might be time to shift your marketing strategy - one that’s smarter, more sustainable, and honestly, way less draining.

Here’s what I’ve learned works beyond the Facebook group hustle.

 1. Start With Value, Not Just a Promo

When was the last time you stopped scrolling because someone said “Hey, buy my course”?

Exactly. What we stop for are tips, tools, insights, and stories that help us right now.

Instead of just posting your course, try:

• Sharing a quick tip related to your topic

• Recording a short video with a takeaway they can use today

• Telling a (confidential) story from your own work that connects to your course

Then, naturally connect the dots: “If this resonated, I teach more about it in my CE course.”

2. Build an Email List (Even a Tiny One)

Social is loud. Email is personal.

When I got serious about marketing my Podcourses, I created a simple lead magnet: half off your first Podcourse.

You can also offer:

• A free cheat sheet

• A mini course

• A quiz

• A short video series

Then nurture your list. Share what you’re working on, tips for clinicians, or helpful links. You don’t need a huge list - just an engaged one.

3. Get in Front of New Audiences

Your course deserves a bigger audience than what Facebook groups alone can offer.

Here’s what helped me:

• I reached out to therapy podcasters and asked to be a guest

• I partnered with mentors and past supervisors who shared my courses

• I focused on serving first, not just selling

Even if you’re introverted, these warm introductions build trust quickly.

4. Use Stories and Testimonials

If someone took your course and loved it, ask them to write a few lines about their experience or better yet, what changed in their work because of it.

These stories show potential buyers that your course works. Share them on your course page, in emails, and yes, even on social.

 5. Go Evergreen

Not every piece of content has to be tied to a launch.

Write a blog post that answers a common question therapists have.
Create a Pinterest pin.
Record a podcast episode on your course topic.
Make a YouTube video with an actionable tip.

These pieces live on long after you hit publish and keep working for you.

6. Make It Easy to Buy

If people are visiting your course page but not buying, it might be a clarity issue.

Ask yourself:

• Can someone understand what the course offers in 30 seconds?

• Are the learning objectives clear?

• Is it 2-3 clicks from “I’m interested” to “I’m enrolled”?

Bonus: Add a quick video explaining who the course is for and what they’ll get out of it. Let them see you!

What’s Worked for Me Personally

Honestly, I’ve stepped back from constant Facebook posting. I still check in and respond when folks ask, but I don’t rely on it.

Here’s what I focus on instead:

• Growing my email list with a clear, helpful freebie

• Being consistent with this podcast and my blog

• Collaborating with other podcasters and clinicians

• Creating searchable content like Pinterest pins and blog posts

It’s slower, but it works. And it builds real trust with people who actually want what you’re offering.

Ready to Build a Smarter Marketing Plan?

If this post sparked ideas, I’ve got something to help: my free CE Course Builder. It helps you outline your course and create a step-by-step marketing strategy.

And if you have a win, a question, or a strategy that worked for you, I’d love to hear it. Reach out anytime at lisa@lisamustard.com

Until next time, keep creating, keep teaching, and keep making an impact.