Launch

The 9 Most Important Steps for Successful Online Course Creation for a Global Market

Things you need to consider before you launch your global course as a non-native English speaker: 

- The Best Topics for Your Global Online Courses

- Be Sure There Is a High Demand for Your Idea

- Get the Best Learning Outcome and Transformation for Your Customers

- How to Choose and Collect Content for Your Course

- Plan Your International Course and the Modules

- Use Engaging and Effective Delivery Methods

- Prepare, Record and Edit Videos That Resonate With Your Customers Worldwide

- Build, Market, Launch and Sell Your Online Course to a Global Market

- Spoil Your Customers Within and Across Borders, Get Paid, and Have Them Buy Again and Again

Introduction

As a global online entrepreneur you will move closer to building the life and business you love. Your talent helps you to create highly engaged email lists, create online training courses, and use online marketing strategies to sell with ease. My favorite all-in-one platform Kajabi helps to turn your knowledge into products or content you can sell. 

By launching internationally, you can share your expertise with a bigger market and multiply your reach.

To succeed you need to understand this:

Your online courses are essential to your business and represent you as an expert, like your website or a business card. When you think of the bigger picture, it gives you a better understanding of your potential. 

One of the quickest and most impactful ways to get your knowledge out to a global marketplace is by offering your knowledge to get leads and then marketing your online courses to those leads. 

1. Pick a Topic That You LOVE

Identify "knowledge deficiency" situations (topics people commonly need help with) and choose a topic from that list that you’re really enthusiastic about to create an online course and start selling target-based information. 

Now you might think that you need to find a topic that your target audience is enthusiastic about and that your enthusiasm is less important. That's true in part, it's vital that you have an audience but this starts with you. There is no way you can enthuse others if you are not devoted yourself. Your course topic must be something that you LOVE. If you are not passionate about your topic, it will be obvious. If you don’t love what you do, it can make your business venture fail. Passion is an important drive.

You do not need to teach a university-level profession. Your possibilities are endless, there is a market for every niche. Think about all the skills, talents and experiences you have gathered in your entire life; cooking your favorite dishes, interior design, writing, reducing debt, overcoming fear… the list of ideas for possible course topics is huge. When you find and feel love for your topic, then you have a topic that will work for you for the long-term.

2. Be Sure Your Idea Has High Demand in an International Market

You do not want to spend weeks of your life creating an online course for a global market and then find that nobody wants to buy it. That's why you need to do international market research after you have chosen your topic. 

Many course creators make the mistake of thinking that if there is a lot of competition in their topic area, their course idea won’t sell. But it actually shows a strong market demand for that course idea and is therefore well worth investigating further. Even if there is a lot of competition, you can still find a niche within a crowded market. Be creative.

As a part of global market research, listen to your ideal client and wonder: 

  1. Do people talk about your topic?
  2. Which questions do they ask about it?
  3. Which gap exists in the market and what is being offered by competitors?

The three questions above will help you find out how you can take a popular topic and tweak it in a way that turns it into a product with a unique approach. When the solution you offer to a problem concerning a popular topic is refreshing and sheds new light on an issue then you have a course idea that can be made into a best-seller. 

For example: there are hundreds of online courses about Facebook advertising, and many are alike. This shows huge potential, because many businesses need Facebook ads. While you may initially think that this indicates a saturated market, it opens up interesting opportunities for original thinkers and creative entrepreneurs. People love a refreshing approach for an existing problem.

3. Create the Best Learning Outcome

Ensure that your international online course or membership site is focused upon the transformation your ideal customers are looking for. This is a very important consideration that many entrepreneurs fail to clarify and if you do not emphasize this enough, you will lose customers and a chance to build your reputation as an expert. 

You have the expertise and understand very well what your course will offer your ideal customers, but your students need to know HOW your course will help them. If they do not understand this clearly, they are unlikely to enroll. 

The outcome must be explained simply, with clear verbs, so people understand how to do, know and feel at the end of your course. 

  1. What skills will they be able to demonstrate?
  2. What new knowledge will they have obtained?
  3. What feelings will they have moved away from or to?

When you have a clear learning outcome, you can also be sure that only the RIGHT students enroll in your course. You will get more satisfied customers, and less refund requests. The course might be your first product, but your possibilities for selling a new product to them will increase as a result.

4. Choose and Collect Your Course Content

Many course creators find themselves in a “State of Procrastination’ – and get stuck. The main reason is because they often have a huge amount of content in different places, for instance in their minds, notes, phones, books, hard drives and so on. 

The trick is not only to choose the content for the course itself, but also to know what to leave out. That can be hard, but think of this: if a course is too big, it can be difficult for your customer to go through. This is where the research part comes in. 

Many infopreneurs struggle to sell their courses. This can be for many reasons, but often when we look closer, we recognize the following facts. 

They did not: 

  1. Choose a narrow niche for their online business – hence they have problems reaching out to the customers they really want to help. 
  2. Meet the feelings and needs of what their ideal customer is actively seeking in courses or online membership services.

That is why research is so important. Instead you can find yourself testing and testing by trial and error, but that takes time, and chances are you will get frustrated and lose the joy and passion that is so important for you to successfully sell your product in the first place. 

Instead, when you do the research, you will discover all the important things you should know long before you create your course. This is a method where you can be sure your offers fill a gap and your marketing in a later stage will be far more effective. 

DOWNLOAD THE INTERNATIONAL MARKET ENTRY CHECKLIST HERE 

5. Plan Your Course and Modules

By this stage you will need to organize your content, tips and ideas into learning steps (modules) in the correct order so your ideal customers get the transformation they are looking for. They get the best results with the correct sequence of lessons. 

Give yourself as much time as you can to plan a new course and begin the process early. Define course goals, develop a structure, set out the course modules and determine how you will evaluate student learning. Select text(s) and other materials, develop the course schedule, write the course syllabus and refine the course design

Always use assessments inside each module to enable feedback and comments. This will help your students to review and debrief the content in each module, and you can gather valuable feedback to improve your course for the future.

6. Use the Most Engaging and Effective Delivery Methods

In this stage you decide the best way to deliver your content. Should it be a blog, a podcast, video, e-book, an assessment or audio? What kind of visuals do you want to use? And should you have a community like a Facebook group or Kajabi Community Product? 

The answers to these questions can be found in the market research you did. Offer a variety of visuals, text, audio, video and practical exercises to put into each module of your online course. Be sure it is engaging and gives the best learning experience for your ideal customers.  

Engaging content should be exciting, appealing and inspiring. Catch and capture the attention in a creative, unique way, and offer something new: the latest insights, delightful perspectives, a good laugh. Or just sprinkle around some valuable knowledge snippets. Give your target audience something that resonates, that or she hasn't seen before.

DOWNLOAD THE INTERNATIONAL MARKET ENTRY CHECKLIST HERE 

7. Video: Filming, Recording and Editing

By the time you have reached the production phase, you will have your global course plan clearly structured in elements. Now you can start with the fun part – getting in front of the camera. Many entrepreneurs don’t see this as the fun part when they begin. There are a lot of limiting beliefs concerning acting in front of a camera. However please don’t skip it! Give yourself time to get used to filming and be filmed, but for sure, do it. Video is proven to be extremely effective and a great way to create and share content that resonates with your ideal client. Use video for your course content, e-mails, social media… you name it!  

For the course content you can add your training in one immediately accessible course, but often it is smart to drip your course content weekly and let your customers process the content before they start the next module. 

One method is to use video as the first content your students see in each module and also have a video at the end. Or if you use assessments, the second to last post could be a video. There are many ways to deliver your video. One could be you recorded talking on the screen (talking head), another could be where you share your screen to show a presentation, or a combination of both. Remember your imagination is your only limit.

To quote Pablo Picasso: “Learn the rules like a pro, so you can break them like an artist”

You could also have “green screen” videos which means you are recording with a green background behind you. When you or a person in your team does the editing, you can replace the background with whatever scene you want. It could be another video, an animation, slides of a presentation, or even a still image with your logo and the topic of that video. 

You can record in many ways. There is no ‘one-size-fits-all’ solution. You can record with your computer, smartphone, a relatively simple digital camera or a fancy DSLR for quality lovers. You can even outsource the filming part and rent a studio with gear and a team. If you like to edit your videos yourself, you can with software such as Camtasia, iMovie or the more professional software Adobe Premiere. 

Don’t hesitate to outsource the editing if you are not good at it, or it costs you too much energy. Stay in your zone of genius, so you can stay with what you are good at and concentrate on other fields of your business that need your focus.

Remember to pay attention to the audio of your videos, good sound is important - make sure you know what your platform's maximum size is for uploading before you shoot the video. Does the video need to be shot in a horizontal position (website, course content) or vertical (mobile devices and many social channels). Save the videos as mp4 files into Google Drive or Dropbox and upload them to the course platform you chose to work with, like my favorite Kajabi.  

8. Set up Your Course, Choose How to Sell and Launch It and then Practice Ongoing Marketing

There are big differences between online course marketplaces and learning management systems. A learning management system is your own platform, whilst an online course marketplace takes a cut of your price. 

Your own platform can also be your entire website, landing page, opt-in pages, your blog and system for getting paid. For this my recommendation is Kajabi (I host all of my courses on this platform). Kajabi makes online course creation simple and easy and helps you get rid of overwhelm, by seamlessly having all the moving parts of building, marketing and selling an online course, work together.

You have come this far, and your course is good to go. At this point many course creators underestimate the road that is still ahead. They think that once their course is created, they will have an income stream, but actually this is merely the beginning. 

You need strategies for both your launch and your ongoing marketing to promote your course and enroll students further along in their customer journey. 

When people buy your course, there is a great opportunity to offer more. Study shows it is 68% times easier to up-sell to an existing customer than gain a new one

Here are some options you need to consider: 

  • Should you run early bird discount promotions?
  • What does your content marketing plan look like and will it sell your online courses?
  • Should you run Facebook ads or Google ads or other platform advertising?
  • Do you already have an e-mail list to market to?
  • Would it be smart to partner up with influencers?
  • Should you go for an affiliate program?
  • How to use social media?

Make sure that you have at least a 3-month marketing plan and you focus on showing up on the channels where your ideal customers hang out. Also remember this: the second you stop marketing is the second you stop selling.

9. Get Paid and Gain Customers Who Will Buy Again and Again

Your course might be the second step your potential customers take in their customer journey with you. A customer journey often starts with finding you on social media or via a Google Search. 

Make sure you have strategized how and where your online course will fit into your business model

  • What kind of free lead generator do you have for people to sign up to before you offer a paid product? 
  • Is there going to be a membership program after your online course?
  • Do you have a "low dollar" offer between your lead magnet and your online course? 
  • Will your online course be your sole income stream?
  • How can you build an income stream with your overall business model? 

No matter how you structure all this, your course needs to be designed and fit into the model you set up for your business, to understand how your students can best be offered your different funnels.

All this will affect the pricing that you need to apply to your online course so it appropriately matches the position it lives in your online business model. There is no right or wrong. There is no such thing as a proper guideline for the price of your digital products. In your market research you should cover what price your ideal customers have in mind in exchange for the transformation they want. 

Your pricing should be relative to the value you provide for them rather than a number. For example: imagine your online course helps a couple to avoid divorce and get a better life after joining your online course or online program.
And think about the actual cost of a divorce. If that costs $50,000, your course could be worth 10% of that, which means the price could be $5000. 

My recommendation is to benchmark your idea against competing products in the international market. Get an overview of what your competitors are charging. Then you will find out how your offer can be different and even better. You should never price your offer lower, because that will assume it has less value than your competitors. 

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