Valuable courses
Lesson 23 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Valuable courses
Lesson 23 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Lesson Info
23. Valuable courses
Lessons
The definition of strategy
03:39 2The 4 stages of marketing
03:16 3The difference between strategy & tactics
03:46 4The 6 laws of marketing
09:56 5Understanding Creative & Distribution
02:16 6The 4 marketing P’s and how to use them
05:08 7SWOT Matrix and how to use it
02:28 8Porter's Five Forces
04:4360/40 Law of marketing
04:04 10The marketing funnel
06:27 11Analyzing your competitors
07:14 12Deciding your target audience
06:59 13Creating your marketing objectives
11:42 14Pricing your products perfectly
08:16 15Watch this before arranging your marketing strategy
02:21 16Awareness, finalizing your awareness tactics
03:52 17Partnerships and affiliates (free tactic)
09:40 18Blog writing & SEO
07:26 19Podcasting
07:10 20Public Relations
05:58 21Giveaways
07:18 22Word of mouth
06:21 23Valuable courses
08:09 24Social media overview
05:28 25YouTube
09:36 26TikTok
03:58 27Twitter / X
04:48 30How to create better content in half the time
07:54 33Why start-ups should never use paid advertising for awareness
06:21 34Education & Consideration
01:33 35Workshops & Webinars
08:39 36Social Proof
06:55 37Effective Email Marketing
05:34 38Utilizing FAQ Sections
05:31 39Portfolio & case studies
07:39 40Leveraging product comparisons
03:26 41Tips to increase desirability
07:22 42Harnessing the power of Google reviews
05:20 43Sales & Conversion
02:28 44Psychological tricks to convert customers to buying
08:25 45Building a list of customers ready to buy
08:46 46Irresistible Offer
08:31 47Persuasive Sales Page
07:35 48Promotions & Free shipping
04:24 49Improving conversion rate (PIPE FRAMEWORK)
06:39 50Customer Retention
03:43 51Expanding your product range
07:18 52Asking for feedback & refining your product
03:37 53Loyalty programs and the subscription model
06:43 54Gifts & Surprises
05:02 55Finalizing your marketing strategy
07:40Lesson Info
Valuable courses
So creating valuable courses to market your business. Now, this is actually a tactic not a lot of businesses use. And I'll explain why because creating courses and I know a thing or two about creating courses because you're watching my course right now, it takes a lot of time, it takes a hell of a lot of time to get a course that is effective and that actually teaches things in the right way. And it's also difficult to really craft a course which is going to be helpful for someone like I'm lucky in the fact that I've had 10 years of experience in actually coaching clients and people just like you to learn the things that I am teaching you. So I've done this exact same process, hundreds or maybe even 1000 times over the past decade. So this is the main con of creating courses to market your business, takes a ton of time and there's no guarantee that it's going to work. So you could waste a hell of a lot of time and resources. But I think the pros outweigh the cons significantly and I'll...
explain why. So first and foremost, creating a course helps you to understand the topic far better. So for example, when I'm teaching something to either a client on a Zoom call or, you know, you now when I'm, you know, creating this particular lesson, my brain is thinking about things in a way that I have to communicate it in a way which is so simple and easy to digest that someone else understands it. Now, in my mind, when I'm talking about branding and marketing and website development and brand management and then logo design and colors and typography. And there's a million pieces of this jigsaw, which we could use. My job is to select the ones which are going to work best and there's no right or wrong answer. That's kind of the beautiful thing about brand development, right? You can make the brand whatever you want it to be. And I know I'm digressing slightly, but I just wanted to get across that if you have a really great understanding of the topic that is related to your product or service, I think course creation is one of the best marketing tactics that takes no additional time to maintain or very little unless you want to update it every six months a year, which we do. But it can really present you as an authority figure in the space. And it can also really get you connected to the right types of customers that actually want to buy your stuff. I've had a lot of experience with students who have taken my course. And then they've bought my book and then they've reached out and, you know, worked with me on other things. And I love that, I love the fact that obviously they're learning from me. And then, you know, a lot of students that actually end up working with me as part of my team, my content creation team, they all took my courses initially and then they just loved what I did and then they obviously wanted to work with me afterwards. Now, once you actually figure out that you want to create a course and you know what the course is going to be about. Again, refer back to your target audience sheet that we did a little bit earlier on in the course, you need to figure out where you want to publish it. Now, you've got Udemy, skillshare and Teachable and all of these platforms. Now there are other platforms out there, but those are kind of the main three. Now, skillshare and Udemy will actually promote your course for you. They'll actually market your course for you and they take a cut whenever anyone actually wants to view your course. So teachable is a little bit different in the sense that it is essentially a platform where you can upload all of your courses and then drive traffic yourself to actually sell those courses. So it's very, very different. Now, if you can create a course and you can actually create content. The course creation tactic is going to work best when it's married with another tactic that can drive awareness. So basically how I would maybe suggest doing it is take one social media platform which you're really, really great at communicating with or even blog posts or whatever and then use course creation as an extension of that. So you would drive traffic from that particular channel, whether it be social media or blog posts or whatever to your course, which will then ultimately build more trust, more credibility, more authority with the target audience that you're trying to connect with, which will then allow you to market your products and services in a way where they actually trust you and you're not just trying to sell them something. And within different platforms like Udemy and skillshare, you can mention the products that you're selling, you know, in the first and last video, I believe you can mention that you have a website or you know, you sell this or you sell that. So you can market things like your book, for example, or you can market things like your, you know, your services or maybe you have a yoga course and you're selling yoga pants or whatever. This is all super useful because you're building trust. But you're also getting sales through that trust and authority. And the best thing is once you've made the course, you don't really have to do anything else as long as it's evergreen and you don't have to constantly change it because the thing that the course is about is constantly changing, then it's kind of a no brainer if you have the time and the camera and the equipment to actually record the course and you have knowledge on the actual subject can be super, super useful for your business. There are some brands that do use this particular approach really well like Kickstarter, for example, who creates the course based on how to really create the best Kickstarter to get people on the platform to then sell their products on Kickstarter, which makes the mirror go round of Kickstarter go around a little bit faster, I suppose because people are actually getting the best possible result on the platform through the course that they created so one time investment and it's literally working hard for them every single day preparing people to get the best result on their platform. Now, obviously, you need to have actual expertise and whatever you're talking about, you can't just just sit here and just talk absolute garbage for an hour and expect someone to listen to it. But in regard to costs, I would set this as an eight because as long as you have, you know, a camera like a phone, for example, you can film a course in you know, a pretty decent quality. To be quite honest, if you can get a really cheap microphone, then you can, you know, get pretty good audio quality if you can make sure you have natural light, that is going to be super important to you getting, you know, like a nice well lit environment so that your video looks nice and presentable and you look good. So yeah, I'd probably score, this is about an eight in regards to cost. It's not that expensive to create a course and obviously you can build on it and obviously buy more expensive cameras and lighting and stuff if you really want to and a little bit of a set, like I've got going on here. I didn't start off with this set. You know, this has been something which I've kind of built up over time now in regards to the energy and the time that it actually takes to set up the course, this, this should be a minus 10 because this takes so much time and energy. You have to come up with the concept, write the script, you have to record everything, you need to edit everything, you need to make sure everything's perfect and you need to upload everything and you need to refine anything that maybe skillshare or Udemy wants you to change. It's a huge process. It's like uh maybe like if you're going full, full steam ahead, maybe like two months per course, it's a lot, it's a lot of work depending on obviously how much energy you want to actually put into the course, obviously, um in regards to maintenance pretty much A nine, you don't really need to maintain it very much to be completely brutally honest once it is uploaded, you know, obviously, some students may have some questions, you may have some questions in regards to this course, which I answer pretty much every day. So yeah, just to be supportive and just to make sure that your students are getting the best possible experience, which is, you know, really, really key to the success of your, your course over the long term. And then lastly, in regards to likely ro I in regards to your investment, I think that it is about the selling. I think that if you make a really high quality course and you can really drive value new to people, I think it is without a shadow of doubt, one of the best things you can do for your business, as long as it's relevant, as long as you're getting valuable information out to people. And as long as you're actually knowledgeable in the thing that you're actually teaching and you have evidence to back that up. So anyway, I hope this lesson was valuable and I cannot wait to see you in the next lesson. I'll see you soon.
Class Materials
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