OK, so you’ve launched your online course or program…SWEET!
Get down with your bad self.
A lot of people procrastinate and say they will get their course done and out there *one day* but you ACTUALLY did it.
Give yourself a high-five.
So you might be thinking…ummmm now what do I do?
Great question and here is the answer 🙂
1. Document EVERYTHING
If you haven’t already (ahem…you should) make sure to document your ENTIRE launch process.
Fun fact: We all forget stuff. And we forget stuff quicker than we think.
Right after your launch is GREAT time to do this while it is fresh in your mind.
Meaning… write down what emails and pieces of content you sent out on what day.
Which subject lines that got the best response?
What worked during the launch?
What didn’t work so well?
If I was giving myself advice for my next launch what would my big tips be?
What do I do? Simple. I open up a blank word processing document and break it into categories:
-Emails (what date they were sent, subject lines)
-Sales (all the sales numbers)
-Conversion Rate (% of people who went through the sales funnel and bought and also % of people who saw the sales page and bought
-Things That Went Well
-Things That Didn’t Go So Well
-Notes & Reminders For Next Time
2. Get your testimonial on!
“But wait, David! They just got the course, how can I possibly have any testimonials yet?!”
Great question, grasshopper.
Here’s the thing…right when people buy your course they are super excited. So, make sure to comb Facebook/Twitter, stuff like that to see if customers are writing anything about your course.
For example: “OMG just got your course and crushed Module 1!”
Screenshot ‘em and save ‘em for later.
Also, setup an autoresponder series to check in with your customers.
I do a 30-day, 60-day and 90-day check in.
Often times I hear back GREAT success stories which can be the beginning of a testimonial.
Also, one final big tip is take a logical guess as to how long it will take someone to finish and implement (that’s the key…implement your course) and write it on your calendar from your launch date.
Let’s say it is 60 days.
Then make SURE to send an email on that date to your customers saying you want to hear about their successes and stories (and of course you will promote ‘em!) and link ‘em up to a little survey.
Pick the best ones and interview ‘em/ask for a testimonial.
3. JV and affiliate fun time After your launch is GREAT TIME to go hunt down some killer promotional partners.
Why not BEFORE your launch? Great question, glad you asked 😉
Reason is simple. If you are launching your first online course, it is VERY DIFFICULT to get people to promote it because…
A. Even if you have a proven track record with other stuff, you don’t with this online course. Why would someone want to promote something if they don’t know it is a winner yet? B. The best way to PROVE your course is a winner is to launch it to YOUR list. Then you can go out to other people and say, “Hey check this out…I launched it to my list of X people and made X sales…and you have a similar audience I think we could crush it together.”
For example, way back when I did my first online course, I launched it to about 400 people and did $19,800 in sales.
I was able to go to some other peeps I had built a relationship with (either met at events, interviewed them on my old show, etc.) and say hey check this out..let’s do something.
Once you have some numbers you can share, it’s a great time to tap into your relationships IF YOU KNOW SOMEONE HAS AN AUDIENCE that will ACTUALLY WANT your course.
I put a ton of caps in the previous sentence because I have seen way-too-many-a-time folks going after the wrong types of people. For example, going to the cat blogger and asking them to promote your dog training course. Um, no.
Who are the best people to reach out to (that have an audience that is perfect for you)?
People you have an a relationship with (as opposed to random cold emailing). Maybe you met an event, maybe you interviewed them, maybe it is your cousin…bottom line is you know them.
Very hard to ask someone and get a yes without a previous relationship which is why building relationships with everyone in your space is super important 😉
Then what do you do with these cool affiliates?
- A JV webinar (they host…you present and sell)
- Have them promote your Evergreen Sequence*
*more about your Evergreen Sequence in a second, hold your horses.
4. Plan your next LIVE promotion
I know, I know you JUST launched! WTF?
This is a GREAT TIME to get what I call your next LIVE promotion on the schedule.
A live promotion is just like it sounds. It happens on and for a specific date and time. It’s not a sale or anything, it is just a new promotion to bring in new customers.
An example live promotion:
- You come up with a killer webinar topic you are going to do live on X date.
- You drive as much traffic as you can (a week or two before) to the webinar registration page including non-buyers who are on your email list…because maybe they are ready now.
- You host to the webinar live and sell your course at the end.
- You keep the cart open for a few days after your webinar and follow up with attendees.
“2” above is important. Remember, there are plenty of people on your list who wanted to buy your course but didn’t for lord-knows-what-reason and perhaps will be ready next time.
How often do you do a live promotion? Totally up to you, but here are some rules of thumb:
-Max 4 times per year for live to your list…anything else will be too much.
-You can also do 2 times a year (that is what Amy Porterfield does with her flagship course).
-Or 1 time per year (which has positives such as it creates a frenzy, but also negatives because all your eggs are in one promotion).
5. Create a killer evergreen sequence and drive as much traffic as you can do it
This is the big one.
I don’t know about you, but I like sitting on my butt and watching sales roll in…without having to do much at all.
An evergreen sequence, in a nutshell, is instead of being live (tied to a date and time and you being there), it is automated and based on when a prospect does something.
And you can run these…all..the…time.
If that’s confusing let me give an example.
- You create a free PDF report: 5 Dog Tricks You Can Teach Your Pup In 2 Hours (Or Less)
- You put it up on a landing page/squeeze page (I recommend LeadPages for this).
- You drive as much traffic as possible to it (your own list, FB ads, promo partners, etc.)
- Once someone opts in for the PDF report it creates a trigger that this person is probably interested in your Complete 90 Dog Trick Blueprint Course.
- So, you automatically send them a few more pieces of free content and then take them through their own private launch of your course where they can buy it.
Another cool thing about evergreen is unlike a live launch, you can tweak and test as you go. Try different emails, opt ints, etc. because, again, it isn’t tied to a specific calendar date which is epic.
Evergreen funnels create a truly automated model where you can be out doing whatever it is you like to do (play with your kids, hang out with significant other, travel, watch paint dry) and the sales fly in every week.
I’ve been working on evergreen funnels for years and this year we (we meaning me and my marketing-analytics-master-friend-Charlie) hit the absolute jackpot on an evergreen funnel that absolutely crushes.
In fact, it has brought in over 130k in sales of my course in the past 10 weeks and once it is setup, only requires about 5-10 mins A WEEK of work on it.
What’s even cooler is I’m going to be teaching you this EXACT funnel (everything step-by-step) this week ( Thursday, July 31st) at a new live online workshop:
I’ll be going over my exact sequence that has brought in 130k (including all the behind-the-scenes details and reasoning why things work) so you can copy it and do it yourself.
It took me years to figure out how to really create an evergreen sequence that works and I’ll be sharing it with you this Thursday.
Spots are limited and registration closes this Wednesday (30th) at 11:59 PST.
PS: If you can’t make it this Thursday live, no worries. Everyone who registers will get a recording and all downloads.