8 Pre-Launch and Launch Strategies for Coaches & Online Course Creators
Launching a new online course or coaching program is a big accomplishment and an exciting time in your business! It can also be overwhelming and daunting without a well-thought-out plan or strategy.
A successful launch requires careful planning and execution to maximize its impact and see the success you’ve read about online! One of the key elements of a successful launch is a well-crafted pre-launch and launch strategy.
In this blog post, I will delve into effective strategies that course creators and coaches can take to build anticipation, create buzz, and generate excitement among their audience leading up to their next big launch.
Let's explore the steps to unlock success during this crucial phase.
1. Identify and Define Your Ideal Audience
I’ve talked about this before, but it’s critical to your success. You want to know who your ideal audience is AND exactly what they want so that you can tailor your offer and messaging directly to their desired results.
Take the time to understand their needs, pain points, and aspirations. By honing in on your audience's desires, you can tailor your messaging and offerings to their specific needs. In one of my recent posts, I dive more into how to find out who your ideal audience is and identify what they want in this blog post here. <<
2. Craft an Engaging Pre-Launch Content Strategy
Before you can create the pre-launch content strategy, you will want to decide if you are planning to do a webinar launch or a challenge launch — meaning you will either be running a free challenge or hosting a free webinar (aka masterclass, workshop, training series, etc.) to get clients in the door and primed to buy when you launch. This is critical to your launch success. You want something that allows the audience to get to know you and understand your value before deciding if they will purchase a larger ticket item from you.
Once you’ve decided on the type of launch you will run, you can then begin to map out a comprehensive strategy to build anticipation and generate buzz for your launch. This could include blog posts, videos, social media teasers, emails, and behind-the-scenes glimpses of your course or coaching program.
Create valuable content that provides insights, education, and teasers to capture your audience's interest and leave them eagerly awaiting your launch.
3. Leverage Email Marketing
I’m sure you knew this would be one of the points in this post because I say it repeatedly — Email marketing! Email marketing is a powerful tool during the pre-launch and launch phases of your launch!
You will want to craft compelling sales emails that highlight the unique value of your offer, address pain points and desired results, showcase testimonials or success stories, and overcome objections.
You will want to use a series of well-timed emails to nurture your leads and gradually build excitement for your launch. During your launch phase, I typically suggest doing at least five emails building up to your challenge or webinar and then ten sales emails during your cart open, pending the type and timing of your launch. Every launch is unique and will require a strategy tailored to your needs and your clients' needs.
4. Implement a Strategic Social Media Campaign
Harness the power of social media platforms to create a buzz around your upcoming launch. Social media is another tool to get more eyeballs on your content and broaden your reach.
I recommend developing a social media campaign with engaging posts, live videos, sneak peeks of your course content, and paid ads. You will want to encourage interaction and sharing among your audience. You could also consider running contests or giveaways to generate excitement and increase engagement.
Within your social media campaign, I would consider running three types of ads during your pre-launch and launch phase.
Entice people to sign up for your lead magnet / opt-in offer to build your list in anticipation of the launch
Cart Open / Cart Close - Here’s where you speak to their FOMO
Testimonial - Credibility Boosting!
5. Create a Captivating Sales Page
Your sales page is the centerpiece of your launch. Craft persuasive copy that clearly communicates the benefits and transformation your course or coaching program offers and create a sales page that guides them effortlessly to a sale.
By incorporating compelling headlines, addressing their pain points, showcasing their desired results, answering FAQS to overcome objections, highlighting customer testimonials, and having strong calls to action, you will encourage your audience to take the next step with you!
A sales page is the last thing someone sees before they hit buy, so you want to be sure it knocks over any limiting beliefs, answers all their questions, and has them saying YES without hesitation!
6. Foster Strategic Partnerships and Affiliates
Consider forming partnerships or recruiting affiliates who align with your target audience. Collaborating with influencers, industry experts, or complementary course creators can help expand your reach and tap into new networks. Try offering incentives and support to your partners, such as affiliate commissions or exclusive bonuses, to motivate them to promote your launch.
7. Implement a Countdown Strategy
Building anticipation is key to generating excitement. Consider implementing a countdown strategy as the launch date approaches. This can involve sharing a countdown timer on your sales page or in your emails, exclusive sneak peeks, or limited-time bonuses. The sense of urgency created by a countdown can drive conversions and encourage your audience to take action before the opportunity passes.
8. Offer BONUSES!
Everyone loves bonuses! Bonuses can add incredible value to your clients AND your business’ bottom line. I recommend offering bonuses on the sales page just for signing up for your offer and then including limited-time bonuses during your cart open to create urgency. When deciding on what bonuses you can include, try not to add more things to your plate that might overwhelm you or take more time than it’s worth!
What have you already created that clients have loved in the past? Is it recorded training, tickets to a workshop you’re offering, templates, scripts, workbooks, etc.? These can all add incredible value and help be the deciding factor for their purchase!
A successful online course or coaching program launch begins with a well-planned pre-launch and launch strategy. By understanding your ideal audience, crafting engaging content, and compelling copy, leveraging email marketing, and utilizing social media, you can build anticipation, create buzz, and generate excitement among your audience.
With these essential strategies in your toolkit, you'll be well-equipped to unlock success and achieve your goals during your next launch.
Remember, each launch is a learning opportunity. Analyze the results, gather feedback, and make adjustments for your next launch.
With dedication, strategic planning, and persuasive copywriting, you'll be on your way to a wildly successful online course or coaching program launch!
What was a strategy that worked well for you in your last launch? Leave a comment below. I’d love to learn more about what’s working and what isn’t!
