If you’re a seasoned course creator gearing up for a relaunch in 2025, 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 2025
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:
- Strategic Prelaunch Content: Share blog posts, emails, and social content that resonates with your target audience’s pain points and interests, as well as the solutions they’ve tried in the past. Share valuable insights, tips, and sneak peeks of what’s to come. Keep everything organised with a Content Calendar.
- Lead Magnets: Offer irresistible, strategic lead magnets, such as case study files, templates, or exclusive access to webinars. These incentives entice the right people to join your email list and provide you with a direct line to your ideal audience.
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:
- Refine Key Messaging: Analyse your data to identify pain points, objections, and desires of your audience. Use this information to refine your key messaging and ensure it directly addresses your audience’s needs.
- Prelaunch Content and Webinar: Tailor your prelaunch content and webinar to resonate with your audience’s preferences and expectations. Address their specific challenges and demonstrate how your course offers solutions.
- Sales Page and Email Sequence: Review your sales page and email sequence. Make necessary adjustments to align with your refined messaging and address any objections or questions your audience may have.
- Social Content: Adapt your social media content to reflect your updated messaging and connect with your audience on an emotional level.
The Three Campaigns: A Strategic Approach
Now, let’s break down your relaunch strategy into three campaigns:
- Campaign 1 – The Big Kickoff: Aim to enrol a significant portion of your yearly goal during this campaign. Drip-feed strategic pre-launch content in the lead up to your launch to generate excitement and anticipation.
- Campaign 2 – Mid-Year Surge: Leverage the experience and feedback from your first campaign to refine your strategy. Incorporate testimonials and case studies in your launch assets. Use this campaign to continue to grow your enrolments.
- Campaign 3 – Year-End Finisher: Close out the year with another launch campaign. Again, leverage the experience and feedback from campaign 2 to continue to refine your strategy and optimise for greater conversions.
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 2025? 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.
You’ll learn:
- How to plan out your 50K launch from pre-launch right through to cart close
- The exact steps I take to debrief a launch to figure out what to improve
- Pinpoint exactly what you need to optimise to increase your launch sales
Ready to make your next launch more successful than your last?
Grab the 50K Course Launch Roadmap now >>
Cheers to your launch success!
Happy launching in 2025!
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