Sales is a life-and-death aspect when it comes to any business venture. If you want to sell any product or service on the Internet, the first thing that should come to your mind is digital marketing. The same principles work for promoting an online course.
So, in this article, we will look at the main marketing channels that can be effective in promoting your digital course on any subject.
1. Advertising with Google Ads
Advertising with Google Ads is one of the marketing methods that can bring results in the short term like 3 to 7 days. For this type of advertising, you need a website or a landing page, a list of keywords, and an ad copy.
What you have to keep in mind in this type of advertising is that Google gives you the option to choose a payment model. You can pay for just showing your ad, for clicks on your landing page, or for specific conversions.
This tool requires a lot of investment but you can make it cheaper if you create narrow-focused ads. You can create separate ad campaigns based on a subject you want to promote. For example, an online course provider Datacamp has separate ad groups for narrow topics like data analytics courses, data science courses, SQL courses, and even data analysis for marketing going separately.
An indicator that you should take into account in case you are thinking of using Google Ads to boost the sale of your courses is the ROA (Return of ADS) which is the income generated from this media versus the amount of money you spent on the campaign.
2. Content Marketing
Content marketing is considered by many experts as one of the best options to increase sales of digital courses in a sustainable way. This method is based on generating useful free content that matches the needs of potential customers. The content can be an article on your website or a video on your Youtube channel.
Let’s imagine that a person wants to learn to play guitar, and she finds a blog on the Internet that teaches the basic chords and also provides useful tips on how to get this skill. While going through such a website, this person also sees that it offers a great online course and includes all the topics she needs to start playing guitar. She decides that taking a course is much more helpful option than trying to learn it by herself.
This is how content marketing works, content is like honey, it attracts the bees which in this case would be our potential customers. And when they are already close to us and show a higher level of interest, we can offer them some higher quality honey.
3. Facebook Ads
Facebook (or now it’s Meta) is one of the platforms with the greatest reach on the Internet and Facebook advertising is what can bring a lot of people to your online course.
This type of advertising is good as it displays your ad to a segmented audience. You must take into account that like Google Ads, Facebook also gives you the option to pay for the clicks on your ad, or for the impressions of your ads.
Another important aspect to consider is that you need a well-thought segmentation to succeed with this type of promotion. Segmentation means you need to indicate within your ad campaign who your ideal customers are (location, occupation, interests, etc).
Unlike Google Ads, this type of advertising is recommended for broader courses that are in high demand as an opposite to specialized topics. Among such courses are fashion, coaching, finance, etc.
4. Online communities
If you already have your courses mounted on an e-learning platform and you do not have money to pay Facebook or Google, you can use Facebook communities to boost sales of your courses, because in this resource people are grouped based on an affinity. For example, if there’s a group of yoga lovers, it could be a good place to post some information about your course on yoga.
However, the best thing would be to create your own group to post related information. Later, you can use this group to post announcements to students who have already taken your course.
The results of these communities are very variable, so don’t get discouraged if you don’t get the results you expect.
Unlike inbound marketing where customers come to you because of the content you generate, outbound marketing means going to the customer.
There are three main points to consider if you are thinking of using an outbound marketing strategy.
First, define the profile of your ideal customer, which includes their demographic information as well as interest. Discover what are the needs of your potential customer, goals, expectations, fears, etc.
Next, establish a contact process with your right client. This process should be set based on your resources. For instance, you can use your Linkedin account to send messages to prospects or use email marketing if you have a list of their emails.
Finally, test different approaches when promoting your online course. Send different messages, try different approaches to segmentation and customization, etc.
If you create a good course, there will definitely be people who would like to take it. The main task from your side is to promote it correctly so as to attract the right people who are indeed your potential customers.