Marketing An Online Course - Content Marketing, Email, And Social Media Marketing

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Marketing An Online Course - Content Marketing, Email, And Social Media Marketing - The success of an online course is largely dependent on marketing. Since new course participants have been registering for my SEO online course for some time now, I would like to pass on my experience with marketing.

In this post, I would like to show how I market my SEO online course using content marketing, email marketing, and social media marketing and how I regularly generate new course participants to this day.

First, Reach Through Content Marketing

Marketing An Online Course - Content Marketing, Email, And Social Media Marketing

Before I created a landing page or the SEO online course, I thought about how to get the email addresses of potential course participants to subsequently advertise my SEO online course with an email campaign. SEO beginners and website operators who have so far only neglected the SEO channel were of interest to me.

To build an email list that consists of qualified participants, a content marketing strategy came into question for me. After long research, I decided to create my SEO Guide for Beginners. Of course, there are already some such SEO guides out there. But nobody could convince me in terms of content and appearance at the same time. I wanted to create a guide that made people want to learn about SEO and that was also visually convincing.

After the structure was created and the first chapters were written, I started thinking about seeding. My SEO guide has a total of 12 chapters. In the beginning, I decided to only publish the introduction and the first two chapters and to submit all further chapters weekly.

I chose this approach for the following reasons: On the one hand, a reader will come back if they like the SEO Guide up to the current status. On the other hand, a reader will recommend the SEO Guide several times in their social networks, as another chapter is added every week. As a result, the proportion of returning visitors to the SEO Guide is currently 40.5%. It should be noted that up to now there was no further content on my website apart from the SEO Guide and my website was completely unknown.

At the same time, I offered my readers the opportunity to download the following chapter in advance. For this, you had to share the SEO Guide either on Facebook or on Twitter. True to the motto: "Pay with a Share". For this, I used the paid WordPress plugin, Social Locker, WordPress. After sharing the article, the download link will be visible. This enabled me to generate the first shares on Facebook and Twitter and create reach.

Since I've been on social media since the beginning of my SEO career and have been able to establish some contacts with influencers in online marketing, I of course used these contacts to promote my SEO Guide. Thanks to the weekly update, I was able to promote my SEO Guide several times without repeating myself or appearing "spammy". I was also chosen by SEO-Portal.de as one of the top 100 influencers in the field of online marketing and SEO, which honors me very much and also had a further positive influence on my reach.

Build Email Lists Through Content Marketing

Since the landing page for my SEO online course should only go live after the complete publication of the SEO guide, I needed the email addresses of my readers in advance to subsequently advertise my SEO online course.

So far so good. But how did I get the readers' email addresses? So I had to create another piece of content that I only send exclusively by email. Since the SEO guide for beginners is very detailed and extensive, I wanted to give my readers 5 quick tips on how they can improve their Google rankings with simple measures. To link this exclusive content to my SEO guide, I use an exit-intent layer.

An exit-intent layer is nothing more than a popup window that appears as soon as the visitor tries to leave the page. A script in the background recognizes that the visitor is navigating with the mouse cursor out of the browser window. Hence the name intent layer. It is assumed that the visitor either closes the window or wants to return to the previous page. The layer does not prevent the visitor from closing the window. The layer generates the desired attention at the right moment, namely when the visitor probably wants to leave the page: “Hey, wait! Before you go, I would like to offer you some exclusive content! "

The visitor can now enter his e-mail address and then receive my exclusive content by e-mail, which is not otherwise available on my website. It is important here that tips are shown in this content that can be implemented quickly or lead to success quickly.

Since it is a little more difficult to play out an exit-intent layer for visitors who come via a mobile device, this one layer was displayed after 50% of the article had been read. This function is easy to implement with the intent layer that I am using.

With these measures, I was able to generate most of the email addresses. For the popup layer, I use the paid WordPress plugin Layered Popups.

After I published my SEO Guide up to Chapter 6, the "Social Locker" was replaced by a direct download button after entering the email address. To be able to read the next chapter, the reader no longer had to share the article but instead entered their email address. After confirming the email address, the next chapter was sent to him in advance.

Successes Of The Content Marketing Strategy

After almost exactly six months, I can show the first figures on the success of my content marketing strategy:

10,500+ unique visitors
800+ social signals
730+ email addresses collected
18 links
10 requests for guest contributions

I am very happy with this result as it was my first SEO content. My website was completely unknown up to now and could not show any further content.

Creation Of The Landing Page Before The Production Of The Online Course

After the success of the content marketing strategy, before the online course was even produced, I created the landing page for the SEO online course. So I was able to evaluate the response to my SEO online course in advance. The layout for the online course landing page should be consistent with that of my website and the SEO Guide. It takes me about 15 hours to create the landing page, including the text, concept, and graphics.

Since the online course, as already mentioned, had not yet been produced, I had to think about something to reliably evaluate the response to my SEO online course. So I integrated the price and the registration button on the landing page in advance.

By clicking on “Register”, the interested party was informed that the course will start in a few weeks. No exact time was given. By entering your email address you could add yourself to the waiting list and receive a 10% discount code by email.

I have set myself the goal of starting the production of the SEO online course when there is a certain number of interested parties who could be put on the waiting list. I expected a production time of two to three weeks.

The Success Of The Email Marketing Campaign

After the landing page was created, I was able to start my email marketing campaign to promote my SEO online course. I have recommended the SEO online course to every subscriber in my e-mail list. If there was no registration on the waiting list after the first e-mail, two more e-mails were sent with a time lag. If after the third e-mail there was still no registration, the e-mail campaign for this subscriber was ended.

The first response surprised me a lot. Although I had no further information from the subscriber, except for the email address, the opening rates were over 80%, and the click rates over 60%. As a result, around 15% of those who came to my landing page via the email campaign signed up on the waiting list for the SEO online course.

Creation Of The SEO Online Course

After I reached the desired number of interested parties on the waiting list, I started producing the SEO online course. Since I worked out the structure and the course of the online course in advance, the complete SEO online course was ready after exactly 18 days. So the period was exactly in my planning. I implemented the SEO online course with DigiMember because the integration with Digistore24 is optimally implemented.

Now I started my e-mail campaign aimed at all interested parties on the waiting list. The interested party was informed in the email that a place was available exclusively for him. This place was reserved for exactly 48 hours for each individual interested party. The link in the email led directly to the Digistore24 login page. Within these 48 hours, there was no way to register for the SEO online course on the landing page. It stayed with the registration on the waiting list.

Only after all interested parties either registered for the online course or the 48 hours had expired was the link to the registration page at Digistore24 activated on the landing page.

The Further Procedure Through Social Media Advertising

To continue to attract attention, I ran advertising campaigns on Facebook. For this, three different variants were advertised on Facebook.

My SEO Guide was advertised in the first campaign. E-mail addresses were collected in the same way as before.
In the next campaign, visitors were directed to a landing page where they can enter their email address and get my SEO Guide emailed to them.
The SEO online course itself was advertised in the last campaign.

I was able to note the best conversion rate for registrations for my SEO online course in the first campaign. Although this is the longest way to get to the SEO online course, the conversion rate was the highest here. The third campaign, in which my online course was advertised directly, had the worst conversion rate.

The rule here is: "The best way to sell on Facebook is to not sell anything"!

Better Conversion Rate Due To Scarcity

Since I am available by telephone to each course participant for one hour after successful completion, the number of participants is limited. The course participant chooses an appointment, enters his phone number or Skype account, and can ask me questions. I use the personal phone call to find out what the course participant liked or didn't like so much. This is very important to me to constantly improve my course. How far I will continue to shape this in the future is still open to me.

As soon as all places for the course are occupied and an interested party clicks on “Register” on the landing page, he or she will be informed that all places are currently occupied. By entering the e-mail address, he can add himself to the waiting list and will also receive a discount code of 10% by e-mail. Similar to the beginning.

As soon as a place becomes free, a place is reserved exclusively for the interested party for 48 hours. If not all places are placed after the mailing and there are still free places available, the link to the registration page at Digistore24 will be activated on the landing page. Otherwise, it remains with the registration for the waiting list. So the same principle as before the start.

The non-binding entry in the waiting list has doubled the conversion rate. The scarcity of offers plays a psychological role here - true to the motto: "Something I can't have, I want all the more". Of course, the exclusive voucher of 10% had a supporting role.

Conclusion

The way described here to market an online course is only one way. Of course, there are other ways too - “Many ways lead to Rome”. If you consider that my content marketing strategy and the marketing of the online course only started six months ago, I can be very satisfied with the current status. I will continue to test and improve my measures and potential.

I hope I was able to give you a little insight into my approach. I will, of course, take part in the discussions here in the comments and look forward to stimulating conversations.

HANIFMR.COM