Before you go to launch your next service, membership, course, or program read this post in its entirety. The reason your past launches flop is due to the lack of preparation. I have good news for you though, sis!
You can re-launch better than before and hit all your sales and revenue goals once you get an understanding of how marketing psychology and customer nurturing works.
In this post we’re going to discuss the Buyer’s Journey and which marketing tactics you should use to sell to your people and have a booked out launch season.
Remember when the course/membership/new offer idea first sprouted in your mind? You were beaming with excitement over the idea of accumulating passive income, making your mark as a thought-leader, and selling your expertise with ease.
Then you realized that launch marketing has an entire science directly tied to it.
Launching involves a team of copywriters, graphic designers, marketing directors, and an online business manager. Girl boss, you’ve got this covered – it may seem overwhelming now but let’s set a clear roadmap so you can have success with your next launch.
I’m going to give you an online course launch checklist so take notes, bookmark this blog, or share it a with a fempreneur friend or two who needs to generate more sales like yesterday.
Understand The Buyer’s Journey for Your Online Course Launch Checklist
Knowing who your customer is and where they are in their buyer’s journey before they reach your sales call, website, or sales page is crucial. We CAN NOT skip this step.
The buyer’s journey dictates the type of content you create from blogs, email sequences, sales emails, Facebook ads, social media posts and everything in between.
These 3 key areas tell us everything we need to know to create content. Your online launch marketing strategy has to be focused on each of these 3 areas.
During the awareness stage your potential buyer only knows that they have a problem. They’re going through Google endlessly searching for the solution. So, if you’re a Social Media Marketer launching a new course/membership your audience is trying to figure out how to market themselves effectively without all the gimicks right?
After your prospect searches Google, and questions how to bring more visibility to their business or learn a new skill relating to marketing they know they need someone who has the solution. So, they start looking through social media, Google different keywords than before, and seeing if anyone in their network knows someone who has the solution.
So, they’re officially at the consideration stage. For you as the CEO, course/membership launcher it’s time to show why your program offers the best service compared to your competition because believe me – they’re doing a side by side comparison.
It’s time for you to differentiate yourself with your unique value proposition. Keep these terms in mind as we create the online launch checklist.
Next, is the decision stage which is hands down the most important of ALL.
Your buyer has looked at you and the competition, they’re tallying up the differences and they’re about to close to transform their entire life. Now, it’s your job to craft captivating copy, and close with a powerful call to action. If you did your launch marketing strategy right from start to finish they know you’re the real deal and their minutes away from choosing your new offering.
Creating Content in Stages That Relate To The Buyer’s Journey
“Create content” they say, cheerfully as ever but what they didn’t tell you is that the strategy behind the content you put out has to be A1 (aka super good) to convert your followers and subscribers to enthused buyers.
Understanding where your potential customers head is at is the key to nurturing and eventually selling to your audience.
If you know what phase of the buyer’s journey they’re in, what their sales objections or doubts are about your service offering, and how they feel while reading and ingesting your content then you’ve reached a level where you can sell to them effectively in your content marketing.
The truth is your audience makes a decision on whether they want to buy from you or not based on the content (emails, blogs, social media posts) you put out. This is why it’s sooo sooo important to put out your best content over time. Remember quality over quantity.
Let’s Make This Type of Content in the Awareness Stage (Take notes it’s checklist time!)
Journey with me for a moment. We’re picturing your ideal customer is in the awareness stage. As a reminder this means they are just now becoming aware that they have a problem. So, if you’re a business coach or social media marketer their problem is that they need to increase their visibility since the pandemic has shifted their business.
Your job as the boss you are is to create content that does the following:
- Educates your prospect on the problem they have
- Identify their problem directly using bullet points, power words, and captivating headlines
- Provide infographics, statistics, and real life proof that their problem is valid and experienced by others in their same place
Your email sequences for your new launch should focus on these areas in the awareness stage. Go ahead and plan to set up an email sequence to send to your audience (or create an opt-in)
I’d suggest emailing your audience with a 10-25 email sequence depending on the price of your program, how aware your customer is of your business, and how aware your customer is of the problem you solve.
As a rule of thumb, the more education and nurturing that it takes to convert your email list, the more emails you should send out.
You can also rework and repurpose these content idea to use on social media, IGTV and blogs which should all direct your audience back to your email sequence or sales page.
Consideration Stage Calls for This Type of Content
During the consideration stage you need to make it crystal clear that your content is better than the competition.
We’ve discussed how you’ll need an email sequence, social media posts to go along with your launch and blog content or another form of free ultra-valuable content.
Your individualized launch checklist depends on your business, service offering and ideal client but as a rule of thumb these are the bullet points you need to consider when creating content during this stage.
- Differentiate yourself with your unique value proposition (aka the thing that makes you different from the competition)
- Address sales objections and doubts while answering FAQs associated with your brand and current service offering
- Clearly tell your audience about your method to solving the problem and why your way works best. This is the perfect time to include social proof and just so you know – if you have video social proof (testimonials) they work tremendously better than written reviews
*If you don’t have testimonials for a new course offering use statistics, and your previous experience to back up what you know.
The Decision Stage is Last But NOT Least
Welp if your content marketing has been a success you took your buyer from awareness to consideration and now they’re going to make the final decision (they’re going to buy your new offer, yay!!)
Now, before you get too excited it’s time to create content that asks for the sale. We’re not going to be pushy and salesy here because we don’t have to.
Since you crafted emails, social media content, and blogs that addressed your value, educated your audience, and answered all their questions up front we can debut your new service while using power words, psychology, and copywriting hacks to seal the deal on the decision your potential customer already wants to make.
So for this final area of your launch marketing checklist let’s do the following:
- Create a list of power words (introducing, exclusive, proven, one of a kind, guaranteed, impressive, supercharge, sensational, money-generating, etc…)
- Use those power words in your calls to action and in sales bullet points when you’re asking for the sale
- Use active voice and write clearly, and confidently. Remember people buy when you make the process simple so don’t over complicate your calls to action. Simplicity over confusion everytime.
*You should also remember to add some type of bonus, or reason for your audience to buy now instead of later. This can be a clock that is ticking for the next 72 hours when your price goes up or when the offer won’t be available anymore.
This can be an offer at $200 off the original price. The point of this sales tip is to get your audience to make the decision now instead of later (they may forget you and drop off)
Final Launch Marketing Tips
Whew, you made it! Now you’re on your way to increased sales and building an enthused community of members, students, or 1:1 clients who are about to transform their lives by working with you.
Take these tips and start brainstorming on the best way to push your launch content out.
Remember, nurturing is essential to your launch and the key to avoiding that feeling of emailing too much or putting out content too much is to create QUALITY over quantity. Your content should be soooo valuable their your audience is practically asking you to send them an extra email every week.
For more information on creating a sales page, email sequences, or to collaborate on your launch marketing plan schedule a call >> https://tiffanygarside.as.me/schedule.php