The growing popularity of
online courses enables creators to share their expertise and build a scalable business.
However, building an online course business involves more than just building a great course; You must also be good at marketing it.
I have seen many creators with strong courses struggle in marketing, usually because they do not fully understand the field of online marketing. For
years, I have helped hundreds of course creators market and expand their businesses. Additionally, I am currently a marketing partner for StationX, a popular network security training platform.
So, I created a comprehensive guide on how to market online courses. For simplicity, I divided the whole process into five different categories:
Create a marketing plan
Get more traffic
Create your email list
Attract your audience
Sell your courses
These five categories cover a total of 36 There are practical tips and we’ll dive into each of them to help you get started.
Create a Marketing Plan
To effectively market your online courses, you must have a clear marketing plan that includes the traffic channels and content topics that should be part of your focus.
1. Define your buyer role
Before beginning any marketing activity, you must have a clear understanding of who your target audience is.
Knowing your target audience and defining their buyer role is essential for planning your content strategy, choosing your top marketing platform, setting the right price, and perfecting your sales copy.
To start, you need to understand the relevant demographics, purchasing power, interests, and pain points of your target audience.
So you can hang out in Facebook groups and forums related to your niche, talk to your potential customers, search for statistics about your niche, etc. Collect as much detailed information about your ideal customers as possible.
If you already have professional experience in your course area, it will be much easier to develop this understanding.
If you are looking for a starter template, you should refer to the Digital Marketer Customer Profile Worksheet, which I personally use for my business.
2. Create a unique value proposition
Your unique value proposition will be the foundation of your course brand. Your value proposition should clearly communicate to your audience the products you offer, their differences, and how they will benefit from them.
Having a clear value proposition is very important for a small business like you, because it can help you convince users to do business with you rather than the competition.
Plus, it can help you narrow the market segment and create more relevant sales promotion for your target audience.
For example, suppose you teach people how to lose weight on a vegan diet.
Therefore, your unique value proposition may be that you create a quick recipe that you can prepare in less than 10 minutes. This can help you locate busy professionals.
3. Identify your
top marketing platforms Initially, you will find it almost impossible to access all the top marketing platforms and strategies. Therefore, it is very important to narrow your focus and determine the core marketing platform for your business.
This will depend on many factors, including your buyer role, your market segment, your skills/comfort in creating different types of content, and your course creation budget, to name a few.
For example, if you are good at making videos and want to take advantage of free traffic sources, you may need to focus on YouTube.
On the other hand, if you have a marketing budget and want to get results faster, you can place paid ads on platforms such as Facebook.
4. Plan Your Content Strategy
Once you have determined your primary marketing platform, you must plan your content strategy. First, you need to determine the topics and questions that are most likely to interest your audience.
If you are marketing online courses on multiple platforms, you will need to understand which topics work best on which platforms.
For example, you can create content on popular topics with Pinterest and Medium in mind, but for Google, you need to identify more subdivided topics in order to easily rank in their search engine.
Additionally, you need to plan what content will play a role in the different stages of your sales funnel.
For example, you might want to create a blog post to attract a new audience, go live on Facebook to engage your audience, and use a webinar to sell your courses.
Source: Single Grain
The specific details of these things will be discussed in detail in the following chapters.
Get More Traffic
The most critical step in your marketing strategy is generating traffic. Unless you can attract new people to your channel, you won’t get any results.
In this section, I’ll introduce some of the most effective traffic strategies that can be used to promote online courses, and I’ll also help you narrow your focus.
5. Learn How to Use SEO to Drive Traffic
If you can play search engine games right, Google can be one of the best ways to drive free and reliable traffic to your website.
For example, mindfulness expert Rachel Kable (Rachel Kable) developed her blog with the support of organic traffic from Google. You use your blog to promote your online courses.
At the same time, it takes time to get results from Google, so you need to plan and execute your search engine optimization work before you start waiting for results.
First, you must identify relevant and uncompetitive topics and create
The growing popularity of