How Do You Find Your Target Audience?
Human beings seem wired to spot patterns. We are often drawn to people who act or think like us. In the context of selling online courses, we seek people who like us, as they’re more likely to buy from us. The internet has brought us all closer in the sense that you can communicate across the globe in microseconds. It’s also the tool most people use to access online courses. But how do you find and connect with the specific group of users that will pay for your online course? Here are some tips on how to sell eLearning courses by finding your niche audience.
6 Secrets To Sell Your eLearning Courses
1. Create Profiles
This is probably the easiest step because, at this point, it’s not really about them; it’s about you. You’re familiar with your online course, and you know what it can do. You are clear on the kind of buyer that would benefit from it. Build a composite of their persona. It should have their age, gender, interests, income levels, and pursuits. Form this fictional character in your mind and commit them to paper. Seeing a tangible representation of their persona will make them more real to you. It can also help you figure out how to spot them. For example, your course is geared toward tech salespeople who want to boost their monthly figures. As such, you know what value proposition and perks they seek in an online course. Which skills do they need to build, and how much time (and money) will they spend honing their talents?
2. Spend Time In Their Virtual Haunts
Your profile will have identified where these people like to hang out, both online and off. Visit these platforms. You don’t want to engage them yet. You’re just here to observe. Do a thorough assessment. What types of things are sold on those platforms? How do they communicate among themselves? What techniques does the venue or networking site use to keep them there? How much do they spend there on average? This helps you mark their buying habits and assess what they’d be willing to pay. You might even consider joining relevant social media groups or checking out blogs to get a feel for their needs and expectations.
3. Identify Their Challenges
Are they millennials in search of financial stability and fulfilling careers? Young parents seeking to scale the corporate ladder? Frazzled execs rushing to renew their compliance licenses? Assuming you’ve already completed your online course, (where) does it intersect with their challenges? Are there specific ways it can solve their problems? Map these out in clear, concise, and comprehensible terms. Preferably in short statements or bullet points that can be consumed in seconds. These pain points can help you not only identify relevant USPs but can help you custom tailor all your marketing content too.
4. Build A Tailored Content Strategy
This could include blog posts, influencer campaigns, infographics, how-to videos, or audio clips. They should speak directly to your target’s needs. They should feel like you’re talking to them one-on-one. This doesn’t mean you use mass messaging software that addresses them by name. It means you assess their needs so minutely that they feel you know them personally. As an example, addressing their need to clear student debt is personalized. Mentioning you know they like teal is mildly disturbing.
5. Design The Course For Them
Sometimes, identifying your niche means literally building it yourself. If you already have a website and social media following, talk to your audience. Ask which kind of course they’d like you to create. Which topics, in what media? How long per unit? What’s their budget? Keep these conversations going as you design your course, and be aware this is a sales funnel. For every 20 targets you engage, maybe 2 will buy. Maintain these exchanges and make them meaningful. The better you connect, the more likely you’ll convert.
6. Look At Your LMS Metrics
If you’re selling a course that’s already been tested, LMS metrics can help you identify how to sell online courses more effectively. For example, a particular activity garnered high engagement scores, or survey data reveals that most users enjoyed the bite-size support library. Use these selling points to sell eLearning courses courtesy of your current audience. It can also help you fine-tune your customer profiles and expand your base. For instance, metrics highlighted a specific aspect or feature of the course that you overlooked. Now you can use this perk to bring in more revenue.
DJs, comedians, and other live performers have perfected the art of reading their audience. They think on their feet and shift their set orders, techniques, or style to suit the crowd. It’s what makes them successful. The equivalent in online courses is to ensure sales by defining your niche. But how? Profile them and hang out where they do. Define their problems and devise clever fixes, incorporating them into your course. You could also amplify the portions of your course that solve their issues. Build it, and push it, knowing you’ll make 1 sale out of 10, so stretch your net to 100.
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