If you’re a seasoned course creator gearing up for a relaunch in 2024, you already know the ropes. Yet, relaunching is a different ball game. It requires a finely tuned plan that goes beyond just rehashing your old strategy.
In this guide, I’ll show you how to map out your enrolment goals for the year and break them down into 2-3 strategic marketing campaigns—periods of focused promotion. In between, you’ll be nurturing your audience, keeping them engaged and priming them for your next launch.
Set Enrolment Goals for 2024
Before diving into the practical aspects of relaunching your online course, let’s revisit the cornerstone of your strategy: your enrolment goals for the year. Your ability to make your next launch more successful than your last depends on these two critical aspects: growing your email list with quality leads and optimising your launch assets.
Grow Your Email List with Quality Leads
Think of building an engaged, high-quality email list like nurturing a garden. Before every launch period, your primary focus should be to cultivate this list with quality leads. These are your hottest buyers, the people genuinely interested in what you offer, making them more likely to convert.
Here’s how you can achieve this:
Optimise Your Launch Assets
Before each launch, it’s essential to fine-tune your launch assets to ensure they connect with your ideal students. To optimise effectively, delve into the treasure trove of data you’ve collected from past course launches, including didn’t buy surveys, onboarding forms, sales calls, DM conversations, and other market research. Here’s how to use this data:
The Three Campaigns: A Strategic Approach
Now, let’s break down your relaunch strategy into three campaigns:
Gathering Data Throughout the Launch
Throughout each campaign, gather data on key metrics, such as conversion rates, email open rates, and audience engagement. Use this data to test and tweak your strategy for continuous improvement.
Transitioning to an Evergreen Model
As your online course continues to evolve and your audience grows, you may reach a point where transitioning to an evergreen model makes sense. Going evergreen means that your course is available for enrolment on an ongoing basis rather than during specific launch periods.
Transitioning to an evergreen course model is best when your course has a proven track record of success through live launches, consistent enrolment, and high-quality content.
It’s common to maintain a balance between evergreen and live launches. A lot of seasoned course creators like to allow for occasional promotions to generate a big cash injection, while still providing a consistent enrolment option for students.
Launching Isn’t a “One and Done” Strategy
The key to a high-converting launch strategy lies in its refinement! Live launching allows you to validate your strategy with a cold audience, ensuring your course continues to attract eager students year after year.
Is a launch on your horizon for 2024? You need this…
Introducing the 50K Course Launch Roadmap:
The 10 steps you need to take if you want to hit $50K in your next course launch.
Ready to make your next launch more successful than your last?
Cheers to your launch success!
Happy launching in 2024!
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