Step Up Your Course or Digital Product Launch

Mar 1 / RICHARD ELLIS
If you want to launch a course or digital product successfully, you will need a great deal of content. The content you share with your audience is valuable advertising that helps to build relationships with them. But unlike more traditional methods, having a successful launch of your course or digital product requires time rather than money, as well as strategic planning. Launching a course or digital product involves connecting a needed course or product and a market. In order to do this, you first must understand both. Here are some strategies you can use to have a successful course or digital product launch.
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Above all else, you should understand your audience and what their 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?  
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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 challenges they are facing. For example, if you created a course on how to use Camtasia,  you might want to create and share a short demonstration video showing you editing a video. You may also write a blog post on screen recording tips. This is information your audience can use now to solve a pain-point.
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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 searching for 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 lead 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 then can promote once you've built a relationship. 
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Audience Connection Rules

Strategy should be dictated by the needs of your audience. Meet them where they are, 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 doss 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 an online course that is self-paced with video content and interactive activities that will keep them focused on their goal.
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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 are your audience taking about on social media?
  • Which topics are most popular with your existing customers? 
  • What solutions or concepts does your audience like and share? 

Best practices 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 huge 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.
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Create a Content Schedule

With any course or digital product you are launching, you will need a schedule to create the content, as well as a schedule to let your audience know you're working on a solution just for them. Your schedule should consist of 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 your the trends of your audience. Focus on posting quality over quantity. Be aware of the easiness of cutting and pasting. The content you post to highlight your course or digital product launch should be a fresh experience on all social media platforms. 
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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 what is not working with your strategy. Also be sure to monitor when and where your audience will have the most reactions and interactions with the content about your launch.  Monitor daily and repeat which methods are working and avoid any content or placements that are not working well.  Traffic metrics is a strong indicator of audience interest, both pre and post launch. 
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Focus on Helping

You can achieve a successful course or digital product launch if you keep helping your audience in mind. 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 just requires some planning before you begin creating and posting content for your launch. Do you want to learn more about creating a successful course or digital product launch? Check out our product launch kit. 
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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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