The day has finally arrived… you’ve finished creating your online course! It took several weeks (maybe even several months) to create it, but that’s okay. The important thing is that it is done, and after many long days and nights of being glued to your computer creating, recording, and editing your course content, you finally have time to enjoy daylight again.
There’s just one problem. Your course is completed, but nobody knows about it. And unfortunately this isn’t the movie Field of Dreams where the “build it and they will come” approach works. This is the real world, where you have to hustle to promote your course and get some sales.
If you forgot to create a marketing strategy for your course, don’t feel bad. You’re definitely not the first person to create a course before they created a plan to market it. We’ve got you covered.
You’re about to learn 55 different ways to market your online course and increase your sales and enrolments. The first few strategies we mention should actually be implemented before you create your course, but the rest of them can be used pretty much any time after your course is created.
Don’t worry about taking notes. You can download and print out our online course promotion checklist for future reference.55 Ways To Market Your Online Course & Increase Sales In 2017. #teachonline #onlinecourses Click To Tweet
Here are some things you can do before you create your online course:
1. Craft your ideal student avatar
This is an important first step to take before you implement any of the strategies listed in this article. Understanding who your ideal student is before you start marketing your course will help you create marketing material that compels and speaks directly to their frustrations, needs, and desires.
Your ideal student avatar is essentially a representation of the ideal student for your course. Write at least a one paragraph description describing your ideal student and keep them in mind as you implement the marketing strategies listed below. Tweet this
2. Identify your unique selling proposition
Research some of the existing online courses related to your topic so that you have a good idea of what is included in those courses and how they are presented. The goal here is to determine how you will differentiate your course from your competition. What areas of your topic will you cover that your competition missed? What value can you add to your course that is not included in the others?
Identify your unique selling proposition (aka a differentiator) and include it in your course sales page and marketing messages. Plus, when people ask “how is your course different from XYZ?” it helps to have a good answer. Tweet this
3. Survey your audience before you create your course
This step is important because it helps ensure that you create a course that people actually want to take. If you have an audience (from a blog, podcast, email list, social media, etc.), send them a survey to ask them what topics they are interested in learning about. Create a course based on what they want, not on what you want to create. Including your audience in your course creation process is also a great way to build anticipation for your course before you release it, plus you validate the demand for your course topic before you invest any resources to create it. Tweet this
4. Create a compelling course title based on keyword research
Imagine for a moment that you are searching for some information about your topic. What search terms (aka keywords) are you going to use to find the information you are looking for? If you wanted to learn how to design logos in Adobe Photoshop, for example, you would likely enter the keywords “how to design logos using Photoshop”, or some similar variation of that phrase.
Use a tool such as Google’s Keyword Planner or Buzz Sumo to identify the most popular keywords related to your course topic, and include those keywords in your course title. This will help to position your course as exactly what a potential student is looking for as they search for your topic online. Tweet this
Here are some things you can do after your course is created to help increase your sales:
5. Promote your course on your blog
Your blog is a great place to promote your course, especially if you regularly publish free content related to your course topic. If you write articles about the same topic that you teach in your course, then every person who reads your blog is a potential student for your course. Some great places to showcase your course are the top bar of your website (if your blog’s theme doesn’t include a top bar, you can add one using Hello Bar), at the end of each blog post, in your sidebar, and on your About Page. Using Thinkific, you could even create Sales Widget for your course and place that sales widget anywhere on your blog. Tweet this
6. Start a YouTube channel
YouTube is the second most-visited search engine in the entire world (after Google). There are literally millions of people searching for “how-to” videos on YouTube on a daily basis. YouTube videos can even rank higher than websites in the search results of numerous search engines. Start a YouTube channel about your course topic and publish helpful videos on a regular basis. Include a link to your website or course in your video descriptions. Tweet this
A great example of a YouTube channel is Daily Hoop Love by Deanne Love. Deanne uses Thinkific to create her Hoop Lovers online school, and many of her students found her because of her YouTube videos.
7. Publish a course promotion video on YouTube
Create a short video to promote your course and publish it on YouTube. You could even create multiple promotional videos, each with a different title, to increase exposure for your course. Make sure you include popular keywords related to your topic in your video titles and descriptions so they rank well in search results for those terms. Include a link to your website or course in your video descriptions. If your promo video does well, consider running ads to it using Facebook or Google, for example. Tweet this
8. Add student testimonials to your course sales page
Social proof plays such an important role in a buyer’s decision-making process. Very few people are comfortable being the first person to purchase a product or service. They want to know if others have bought your course and had a positive experience. That is why testimonials and reviews carry so much weight.
Add a few positive testimonials to your course sales page from other students who have taken your course. If no one has taken your course yet, let a few people take your course for free in exchange for a testimonial. Tweet this
9. Include a link to your course in your email signature
You probably send and respond to numerous emails on a daily basis, and some of those people you are emailing could be interested in your course, if they knew about it. Add a short sentence to your email signature that includes a link to your course. Even if someone who sees your email signature isn’t interested in your course, they may know someone who is and tell them about it. Tweet this
10. Add a course page to your main website
If you have a website or a blog, add a page to your website that includes details about your course. Once that page is set up, add a link to that page to the main menu of your website so that visitors can easily find it and learn more about your course. Include a link to purchase your course directly on that page, or alternatively, include a link to your course sales page so they can learn more about it and decide if they want to buy it. Tweet this
11. Build an email list
Most people need to hear from you several times before they decide to buy from you. This is why having an email list is so effective. When someone is on your email newsletter, you get to earn their trust by sending them helpful tips and advice related to your topic over time. When you eventually promote your course to them, they are more likely to purchase it because you provided value to them upfront before asking for the sale. Tweet this
12. Start a podcast
A great way to build an audience of people who are interested in your course topic is to start a podcast about that topic. Every person who listens to your podcast is a potential student for your online course. Share valuable tips related to your topic on each podcast episode, and at the end of each episode include a call-to-action to visit your website and/or learn more about your course. By submitting your podcast to platforms such as iTunes, Stitcher, and SoundCloud, you could end up reaching hundreds or even thousands of people on a monthly basis for free. This is great exposure for your courses and brand in general. Tweet this
13. Get interviewed on podcasts
Do some research to find podcasts related to your topic and that have audiences that would likely be interested in your course. iTunes is a great place to search for podcasts. Enter some of the keywords related to your topic in the search bar, and make a list of the podcasts that appear in the search results. Make sure you read the description of each podcast (and even better, listen to a few of their episodes) before you contact the host. Send each podcast host a personalized email, introducing yourself and explaining why you think you would be a good fit for your show.
Remember, the purpose of doing a podcast interview is to add value to the listeners. Your interview should not be one big sales pitch for your course. At the end of your interview, tell the listeners how they can get in touch with you and learn more about your courses. Tweet this
14. Optimize your social media profiles
Your social media profiles are a great way to build your personal brand and position yourself as an expert on your course topic. Update your bio on all of the social networks that you have a profile to reflect your area of expertise. Include a link to your main website (or even directly to your course) in your profiles so people who are interested in your course topic know where to go to learn more. Tweet this
15. Create a free mini-course
Take certain sections or concepts from your main course and publish them in a mini-course. Give away your mini-course for free, and at the end of your course invite your students to purchase your main course if they want to dive deeper into your topic. This strategy gives your potential students a risk-free way to learn from you before they decide to purchase your main course. Tweet this
16. Host a live webinar
One of the best ways to sell your online course is to host a live webinar for people who are interested in your topic. On this webinar, share some of your best content for free. This helps to position you as an expert and it also helps to build trust before you introduce your course and ask for the sale. Tweet this
17. Promote your webinar recording
After you’ve hosted a successful live webinar, you can use the recording of that webinar to sell more courses. Email the people who registered for your live webinar but did not attend and give them a link to watch the recording. You could even use the recording to set up an automated webinar, and then run ads to the webinar for ongoing sales. Tweet this
18. Create multiple courses and cross promote
Create multiple courses that cover different areas of the same overall topic. Like with a series of books (think of Harry Potter), each course in your “series” helps to promote your other courses. At the end of each of your courses, mention that you have other courses related to the same topic. Since your current students are probably the most likely to purchase from you again, creating additional courses for them is never a bad idea. Tweet this
19. Bundle your course and offer discounts
Once you’ve created multiple courses that are closely related by topic, you can bundle those courses together and sell them at a discounted. For example, if you have 3 courses that sell for $197 individually, you could sell all 3 courses together for $497 (resulting in a $94 discount for your customer). This provides an incentive for people to purchase multiple courses from you at once. Tweet this
For instructions on how to set up course bundles using Thinkific, click here.
20. Publish a book on Amazon
A great way to re-purpose the content from your course is to share the same concepts in a book. You can self-publish your book on Amazon in digital format using Amazon Kindle, or in paperback format using CreateSpace, or both. Publishing a book can be a great way to add an additional revenue stream to your business, but your book will also help you attract more students for your online course. Be sure to mention your course in your book, and invite your readers to visit your website or course sales page to learn more about it. Tweet this
21. Improve your course sales page
Write a description for your course that is very compelling and clearly articulates the benefits of taking your online course. Speak to the result your target audience wants to create, and how that will benefit them. You may event want to hire a professional copywriter to write your description for you. Also, make sure you include specific keywords throughout your description to help your course rank in the search results for those keywords. Tweet this
22. Speak at local events and Meet Up groups
Local events and Meet Up groups are a great way to get in front of your target audience. Do some research to find local events related to your subject and contact the hosts of those events. Mention that you have a course about your topic, and would love to give a presentation to their audience. If they allow their speakers to sell their product or service at the end of their presentation, offer to split the sales revenue with them. Remember not to make your entire presentation a sales pitch. As a rule of thumb, your presentation should be 80% valuable content and 20% sales pitch. Tweet this
23. Start a local Meet Up group
Starting a local Meet Up group about your topic is a very effective way to get in front of your target market on a regular basis. It also helps to position you as a leader in your community. You can also invite other speakers to come and share their insights with your group. This strategy is definitely a lot of work, but in the long-run (as your Meet Up group grows) it can be very effective. Tweet this
24. Ask your students to review your course
At some point in your course, ask your students to leave you a review or testimonial for your course. This simple request will help to ensure you receive an ongoing influx of positive reviews from your students, which you can then use in your marketing online. If you receive any negative reviews from your students, use that feedback to improve certain parts of your course to ensure a better learning experience for all future students. Tweet this
25. Run a price promotion
Running a temporary price promotion is a great way to drive sales for your online course. You can even schedule your price promotions to coincide with widely recognized holidays such as Boxing Day or Black Friday. Waiting for specific holidays to discount your course is more effective than discounting it randomly and for no apparent reason. With Thinkific, you can create specific coupon codes to share with your audience whenever you want to run a price promotion. Tweet this
26. Contribute to other blogs and publications
Write articles related to your topic and submit those articles to other blogs and publications online. Make sure you submit a unique article to each website (they do not want articles that are also published on other sites). Spend some time researching popular websites related to your topic to help ensure you submit an article that is a good fit for their audience. Include a link to your website or course in your author bio at the end of your article. Tweet this
27. Become a HARO source
HARO (Help A Reporter Out) is a great service that connects reporters with relevant experts (aka news sources). By signing up as a news source, you’ll receive an email three times per day that includes media opportunities in which you could be quoted. Reply quickly for the best chance of getting selected for a quote in an article, and ask for a link back to your site. Tweet this
28. Partner with other online instructors
Find other online instructors who serve your target audience and have courses that are complimentary to your own. Consider becoming an affiliate for them (and vice versa), or bundling your course together with theirs to create a special “package deal” to offer to new students. Tweet this
Thinkific users also have the option of adding other instructors to their online school, which makes partnering with other online instructors so much easier. To see how this works, check out our video tutorial.
29. Host a webinar with a Joint Venture partner
Find people who are followed by your target market (but are not your direct competitors) and offer to host a webinar for their audience. For example, a blogger who writes articles about your topic but who does not have an online course would make a great joint venture partner because their audience would likely be interested in your course. Spend the majority of your time on the webinar sharing valuable tips about your topic for free, and when you pitch your course at the end of the webinar, split the sales revenue with the joint venture partner. Tweet this
30. Offer a satisfaction guarantee
Offering a satisfaction guarantee to your students is a great way to increase your course sales because it reduces the risk that a person assumes when they buy your course. It also conveys confidence because you wouldn’t offer a satisfaction guarantee unless you knew that very few (if any) of your students are going to unhappy with it. A commonly offered satisfaction guarantee is the 30-day money back guarantee, where anyone who is not satisfied with your course can request a full refund within 30 days of their purchase. Tweet this
31. Offer a payment plan
Some people will want to purchase your course, but they don’t have the space on their credit card to pay the full purchase price of an online course upfront. However, they can pay for the course if those payments are spread over an extended period of time. For example, if you sell your course for $497, you could offer your students a payment plan of $97 per month for 6 months as an alternative to paying $497 upfront. Tweet this
32. Answer relevant questions on Quora
Search for discussions related to your course topic on Quora. Add value to the discussion by sharing your insights. Don’t try to hard sell your course in your posts, but definitely include a link to your website or course in your Quora bio. Tweet this
Related: Marketing Your Course With Quora
33. Use Google Adwords
You can use Google Adwords to create ads that appear in the search results for specific keywords related to your topic. If you know what keywords your target audience is using to search for your topic online, this is a great way to get your course in front of them just as they are searching for your topic. Tweet this
Have a look at this guide to quickly set up your Adwords account and start advertising.
34. Use Facebook Ads
Using Facebook, you can create ads that target people based on their specific demographics, interests, behaviors, and affiliations. Keep in mind that Facebook is a social network, so people are there to socialize (not to buy stuff). You’ll need to get those people off Facebook (and on to your blog or email list, for example) in order to sell your course to them. Tweet this
35. Get bloggers to review your course
Find bloggers in your industry and ask them to review your course. A good review from a popular blog related to your topic can definitely help you to increase your course sales. The best way to get your course reviewed by a blogger is to offer them free access to your course in exchange for a public review of your course on their blog. You can even offer to include them in your affiliate program (more on this later) so that they earn a commission whenever someone who reads their review decides to purchase your course through their affiliate link. Tweet this
36. Promote your course on other YouTube channels
Find popular videos related to your course topic on YouTube. Contact the owner of the video through a private message and tell them you have a way for them to make some extra money from their videos. Offer to pay them include a link to your course in their video description or even a call-to-action to check out your course in the video itself. You could also set them up as an affiliate for your course, and give them a unique link to use to include in their videos and video descriptions. This way, they will be paid a commission each time they refer a new customer to your course. Tweet this
37. Start a Facebook Group
Starting a Facebook Group centered on your topic is a powerful way to build a community of people who are potential students for your course. Running a Facebook Group is also great for personal branding purposes because it helps position you as an authority on your topic.To learn how to create, grow and maintain a Facebook Group check out our Complete Guide To Using Facebook Groups To Build A Thriving Community. Tweet this
38. Start a LinkedIn Group
Starting a LinkedIn Group centered on your topic is another great way to build a community of potential students for your course, especially if your target market is professionals. LinkedIn is also a great platform for professional networking in general, which can lead to numerous opportunities including speaking engagements, partnership opportunities, client referrals, and more. Tweet this
39. Write a Press Release
Press releases are a great way to get the word out about your online course. Plus, getting featured on news outlets, large publications, and popular blogs helps to increase your ranking in search engine results. There is a correct way to write a press release (see www.wikihow.com/write-a-press-release), so make sure you write it in proper form. You can also find people who will write and submit your Press Release for you on Fiverr.
Keep in mind that the goal of a press release is not to sell your course. It’s to create news, and tie that news to your course. Once you have your press release prepared, submit it to a press release distribution website such as PR Web. Tweet this
40. Submit a post to Buzzfeed
Buzzfeed is one of the web’s most popular news sites. Getting an article published there can result in some excellent exposure for your brand. You could submit a post about your course, but a better approach would be to submit a post about your topic and mention your course in the post as a helpful resource. Tweet this
For some guidelines on posting to Buzzfeed, check out: www.buzzfeed.com/help/how_to_use
41. Create a Facebook Page
Create a Facebook Page (this is separate from a Facebook Profile) for your online course. Name the page after your online course or something very similar to it. This will help your Facebook Page rank in the search results on Facebook for your course topic. Having a Facebook Page will allow you to attract fans for your page so you can share content related to your topic with them. Hire a graphic designer to create a professional cover image for your page, and include a link to your course in your page description. You can also run Facebook Ads from your Facebook Page (you can’t do this from a personal profile). Tweet this
42. Comment on other Facebook Pages
Visit other popular Facebook Pages related to your topic and leave comments on those pages as your Facebook Page (not as your personal profile). People who see your comments will also see the name of your Facebook Page and may decide to check out your page. From there, they will be able to learn more about your course and also choose to like your page if they want to see your future posts. Tweet this
43. Comment in Facebook Groups
Join a few Facebook Groups related to your topic. You can search for groups about your course topic from the main search bar on Facebook. In order for this strategy to work, focus on adding value to the groups that you join. Share helpful tips, answer questions, and participate in discussions.
Most Facebook Groups prohibit self-promotion, so make sure you read the group guidelines before you share any direct links to your website, blog, or course with the group. The goal here is to build relationships with your target audience. Tweet this
44. Share infographics on Pinterest
Infographics are very popular on Pinterest. Create an infographic that shares some interesting facts, statistics, or a step-by-step process related to your topic and publish it on Pinterest. Include a link in your post to help drive traffic from Pinterest to your website or online course. You can easily create attractive infographics using Piktochart. Tweet this
45. Participate in Forum discussions
Use Google to search for forums related to your course topic. Forums are essentially online communities where people who share a common interest hang out and interact with each other. Get involved in the discussions. Answer questions. Be helpful. Pay attention to the questions people ask about your topic (this is also a great way to get ideas content ideas for your course). Don’t promote your course without first adding value to the forum. Tweet this
46. Create an affiliate program
Let other people promote your course for you in exchange for a percentage of each sale by creating an affiliate program for your course. But don’t just sit back and hope that affiliates will find you. Be proactive. Reach out to people who have audiences that would likely purchase your course and ask them if they would be interested in promoting your course as an affiliate. Tweet this
Thinkific users can easily add people (including their students!) to their affiliate program. With a few clicks, you can add a new user to your course, designate them as an affiliate, and choose the commission they will receive from each sale they refer.
47. Translate your course into another language
Translating your course into another language is a great way to increase your sales without having to create additional courses. But unless you’re fluent in another language, you should probably hire someone to help you with this. Pay them to re-write your presentation slides and record their voice in the chosen language. You can find professional translators on freelance networks such as Upwork and Freelancer. Tweet this
48. Buy Tweets or Facebook Posts on Fiverr
There are numerous sellers on Fiverr who will promote your message to their Twitter followers or Facebook Fans. Look for sellers with a large number of fans and a high rating from previous customers. Ideally, they should have a fan base that is likely to be interested your course. Make sure you tell them exactly what to post. You can even give them a specific image to include in their post as well. Tweet this
49. Buy shout outs on Instagram accounts
Find Instagram accounts with a large number of followers. Send the owner of the account a private message and ask them if they would consider posting an image from their account to help promote your course. Since Instagram posts do not allow links, it is appropriate to ask the owner of the Instagram account to change the link in their bio for 24 hours, and then post an image with a description that instructs their followers to click on the link in their bio. Tweet this
50. Record a Google Hangout
Host a Google Hangout to record a presentation about your online course. Publish the video on your YouTube channel and on your Google Plus Page or Profile. Since Google owns both of these, they give preference (from a search result standpoint) to videos that are created using Google Hangouts. Include a link to your website or course in your video description. Tweet this
51. Create a Google Plus Page
In addition to having a personal Google Plus Profile, you can also create a Google Plus Page specifically for your course. This is a great place to publish information about your course topic, including links to blog posts, podcast interviews, helpful resources, etc. Hire a designer to create a professional cover image that promotes your course.
Benefits of Google Plus posts include a higher ranking in Google search results, the potential for your posts to be shared by others, plus you can link to other web properties from your Google Plus Page including your blog, other social media accounts, etc. Tweet this
52. Buy YouTube ads
Buying YouTube ads is a great way to promote your course to people who are watching YouTube videos related to your course topic. You can also target your ads to specific geographic areas and/or demographic criteria. To learn more about advertising on YouTube, click here. Tweet this
53. Buy banner ads
Reach out to websites and blogs that serve your target audience and offer to pay them to add a banner ad for your course on their website. Before you commit to paying a web site owner for a long period of time, ask for the opportunity to test your ad for one month to see how their website visitors respond to your ad. You can find a designer on Fiverr to create banner ads for you. Create a unique link or coupon code for each website you place banners on so you can track how many sales come from each website. Tweet this
54. Post a slideshow on SlideShare
SlideShare is a website where you can share presentations, documents, infographics, etc. Posting a portion of your PowerPoint presentation is a good way to get some traffic. Do not directly promote your course in your slideshow title or description. Instead, include an invitation at the end of your presentation to visit your website or learn more about your course. Tweet this
55. Create a Sales Funnel for your online course
Last but not least, create a sales funnel for your online course. A sales funnel is a very specific process that you guide a potential customer through and that results in them making the decision to purchase your online course. Although all of the different marketing tactics listed in this article can help increase your exposure and course sales, on their own many of them are less effective at getting people to jump straight to buying your course than others.
If you want to supercharge your course sales, you need to create a sales funnel that includes several of the marketing tactics listed above working together cohesively. In fact, most of the marketing tactics listed above are great for getting people into your sales funnel. And if you have a sales funnel that is proven to convert potential students into paying customers, then you can scale up your marketing efforts knowing that it will result in sales. Tweet this
Which online course marketing tactic will you implement next?
Now that you are armed with 55 ideas for marketing your online course, it’s time to implement what you’ve learned. But remember, it takes time to implement and test each of the marketing tactics listed above. Instead of trying to implement them all at once, commit to implementing a few of them and measuring the results before implementing more. Figure out which ones work best for your course topic and target audience, then double down on those.
And don’t forget to download our online course promotion checklist to use as a quick reminder of all the marketing ideas mentioned in this article!55 Ways To Market Your Online Course & Increase Sales In 2017. #teachonline #onlinecourses Click To Tweet
Tyler Basu is the Content Marketing Manager at Thinkific. In addition to creating helpful content for our community of online course creators, he is also a Podcast Host and the Publisher of Lifestyle Business Magazine, a digital magazine for lifestyle entrepreneurs.
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