Beyond Clicks and Likes; Building trust with families as an online tutor
Imagine that you're a parent about to send your child off to the first day of school.
You are probably feeling a range of emotions, including excitement, anxiety, and hope. You want your child to have a wonderful experience and learn a lot, but you are also concerned about how your child will interact with their new teacher.
You've probably met the teacher at an open house or parent-teacher conferences, and you've heard good things about them from other parents. You know that they're a certified professional who has met certain educational requirements and that they're part of a larger school system with support staff and resources available.
The school institution itself is a tangible representation that leads to a degree of trust. We’ve all been to school and know what to expect from it.
Now imagine that you're the same parent, you think online tutoring can meet your child’s needs and decide to hire an online tutor. However, you've never met the tutor in person and the testimonials on their website don’t have the same effect as another parent speaking highly of them at your child’s birthday party. Their website lists their qualifications but anyone can publish anything on the internet, right? What would it take to convince you that the tutor on the Zoom call is just as qualified as your child’s classroom teacher?
Trust is essential for any successful relationship, but because your child interacts with their teacher every weekday, trusting this professional is at the back of your mind all the time.
This is the uphill battle I encountered on my journey from transitioning from a classroom teacher to an online tutor. Online tutors don’t get the same advantages classroom teachers get from being part of a physical school. I also found myself struggling early on because as a classroom teacher, “marketing” is not a part of the job and was never part of my formal training. Even now it’s still a struggle, but I’ve learned a few lessons that gave me insight into how to build trust and collaborate with parents.
When social media is not very social
In traditional classrooms, I would have an instant rapport with parents simply because we were face-to-face in a school environment. It turns out, unsurprisingly, social media alone can't create that level of connection so there needed to be a lot of extra effort to build that initial trust.
At first, I assumed that promoting myself on social media would be straightforward due to the high number of people on these platforms. However, I quickly realized that after posting, a majority of the inquiries would lose interest and never follow through.
A recurring pattern emerged, regardless of the platform (Facebook, Nextdoor, Thumbtack). Here’s how an exchange would typically go:
[Parent]
That sounds good. Is there a way to talk on the phone? I'd like to see what the next steps are.
[Me]
Yes, definitely! My phone number (phone number given)
(Few days later)
[Me]
Hi! I hope all is well with you. I wanted to check in and touch base regarding tutoring. Kindly call or text me at (phone number given). Thank you!
[Parent]
So sorry for the delay! Can I call you tomorrow? What time works best for you?
[Me]
No worries! I'm available between 12:30-2:00 pm.
(no call from parent)
Another example
[Parent]
Hi! I saw your post on Nextdoor regarding tutoring. I have a 6th grade son and he has struggled with reading. Generally his teachers have said he has challenges with comprehension. From his point of view, there's very few books that draw him in. I know you tutor only through sixth grade, but I'm wondering if there's a possible fit to work with him this last half of the school year and possibly over summer to try to improve his interest and approach to reading? Thank you!
[Me]
Hi! Thanks for reaching out! I could possibly help your son with his reading motivation and comprehension. I would need to assess his reading abilities and find out his interests to design lessons and activities that would address his needs and pique his interests. I would like to talk more about your concerns and discuss my tutoring approach and guidelines. Are you available for a Zoom meeting tomorrow or Friday at 5pm or 6pm? Thank you!
(no response from parent)
I wondered about the reasons behind the parents’ sudden loss of interest. Perhaps they were simply too busy to respond, they had a change of heart, or went with another tutor.
Whatever the reason, it’s disheartening when people respond to my posts with interest, only to disappear without a word.
Patience is a virtue
I slowly realized that marketing is a marathon, not a sprint. It took time for the right parents to find my post. Meanwhile, I had to remain persistent and confident. Persistent in always putting myself out there and confident in finding the motivation to do it.
It's difficult not to compare myself to other established tutors who already work with many families. I measure myself against their success and all of the ignored messages from parents start to wear down my confidence.
Does all my experience and education still matter? Should I go back to the classroom?
This is one of the low points of building my business. However, it was important for me to remember that, just like patience, time was ultimately on my side. After a few months of word of mouth and advertising, I began working with five families with students from kindergarten to 5th grade, all with various challenges and reading goals.
Once the right families did find me on social media, it only took a few video calls to build rapport, discuss their goals, and lay out a process for tutoring.
Collaboration with parents
One of the advantages of being an online tutor is the ability to devote more time to collaborating with parents. By working with a smaller number of families, I can provide a more personal and attentive approach to my tutoring.
When it comes to collaboration with parents, tutoring offers more flexibility and time compared to a traditional classroom. I can meet with parents to establish specific goals and home literacy activities, allowing for a tailored learning experience.
Moreover, I regularly provide progress reports, immediate feedback, and practice materials for students to work on at home. I am also available for consultation whenever necessary. This creates a personalized and interactive experience for both parents and students. Parents receive detailed information about their child's progress and can ask questions directly, while students benefit from immediate feedback and custom practice materials that cater to their individual needs. Ultimately, this enhances student performance and fosters a positive learning environment for everyone involved.
Conclusion
Navigating the world of social media marketing as an educator can feel overwhelming at times. However, with patience and persistence, it has opened doors to connect with more students and families. The increased engagement with parents has enriched the learning experience for students, making it more personal and tailored to their needs. This journey has been a roller-coaster of emotions and continuous learning, but one thing remains certain - the rewards of witnessing student progress and building stronger parent-educator relationships far outweigh the hurdles encountered along the way.
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