Step Up Your Course or Digital Product Launch

Here are seven strategies you can use to have a successful course or digital product launch.

You will need a great deal of content to successfully launch a course or digital product. The content you share with your audience is valuable advertising that helps to build relationships with them. But unlike traditional methods, launching your course or digital product requires time rather than money and strategic planning. Launching a course or digital product involves connecting a needed course or product and a market. To do this, you first must understand both. Here are seven strategies you can use for a successful course or digital product launch.

Above all else, you should understand your audience's biggest pain point. Create a target customer profile and determine their main challenges so you can be their problem-solver. Who benefits the most from the course topic or digital product? Who are your competitors? Do you have a special niche to offer your audience something more?

Here are seven strategies you can use for a successful course or digital product launch.

1. Solve a Problem

The best course or digital product creates a solution for your audience’s problems. It offers your knowledge and expertise to help them solve their challenges. For example, you can create a video in Camtasia to share a short demonstration video showing your audience how to use your new product. Or record a video giving an overview of the course you are launching. You may also write a blog post about your new course or product. This is information gives your audience more insight into how your solution can help solve their problem.

2. Easy on the Promotion

A good course or digital product not only solves a problem but it also educates — it doesn’t promote. People are used to being sold to and marketed to. When they encounter web content that is promotional in nature, they are more likely to click away immediately. This is because they’re seeking help with problems, not necessarily looking for products to buy. Your content also should be well-written. I highly suggest using Grammarly before posting anything. Your posting should focus on helping and leading to your website or sales page. You could also have it lead to an email list or wherever you are promoting your course or digital product. Once you show that you've solved a problem for your audience, you can promote once you've built a relationship.

3. Audience Connection Rules

The strategy should be dictated by the needs of your audience. Meet them where they are, and listen to what they are saying. Find out their preferences; for example, determine if they prefer a self-paced or live interactive course. Find out what they will have time to complete and put into action. For example, if you discover that your audience does not like Facebook Live Events over more structured Zoom Events, you should be there offering your live webinars via Zoom. If your audience prefers to learn when it is convenient for them, offer a self-paced online course with video content and interactive activities to keep them focused on their goal.

4. Maintain a Preference List

The topics you cover in your content should also depend on your audience’s taste. Start a file of topics with different ideas you could create content on. This list should be a constant work in progress whenever you identify a potential problem you can solve for your audience. Some questions to keep in mind are:

  • What questions are you most asked about?
  • What topics is your audience talking about on social media?
  • Which topics are most popular with your existing customers?
  • What solutions or concepts does your audience like and share?

Best practice would be to reach out to your audience and get answers to some of their questions. Ask them what problem, if solved, would make a massive difference for them. You can also reach out to your audience directly and ask them what information they’re searching for that you can provide.

5. Create a Content Schedule

With any course or digital product you launch, you will need a schedule to create the content and a schedule to let your audience know you're working on a solution just for them. Your schedule should include a calendar outlining when you will post and where. This could be incorporated into your social media calendar if that is where you plan to post content about your new course or digital product. Go where your audience is and outline how often you will post based on the trends of your audience. Focus on posting quality over quantity. Be aware of the easiness of cutting and pasting. The content you post highlighting your course or digital product launch should be a fresh experience on all social media platforms.

6. Track Your Results

The answer to understanding your results is in the metrics. Select a few metrics and keep track of the progress of your audience's response and your conversions. Set goals for your content strategy. It will be clear what is working and not working with your strategy. Also, monitor when and where your audience will have the most reactions and interactions with the content about your launch. Monitor daily, repeat which methods are working, and avoid any content or placements that are not working well. Traffic metrics strongly indicate audience interest, both pre and post-launch.

7. Focus on Helping

You can achieve a successful course or digital product launch if you remember that helping your customers is the most important goal. Identify your audience and their main concerns and simply solve them. This will help you identify who will benefit the most from your course or digital product. This requires planning before you begin creating and posting content for your launch.

Richard Ellis is a Team Consultant with Think Design Ed. He has 15 years of experience in instructional design, course development, and digital media design. His expertise is in optimizing engagement, video, audio, animation, and graphic design. He enjoys all things digital.

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Categories: Digital Products, Entrepreneur Tips

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