Branding is how you gain a potential customer’s trust. From your company name, logo, history to the manner in which you position yourself, branding goes a long way in influencing how the public perceives you and the quality of your services.
Nearly every industry today — health and fitness, entertainment, software and technology, personality development or art — is investing in online course creation to create a favourable brand image. By providing customers valuable education on relevant subjects, companies are striving to position themselves as experts to build credibility and drive business growth. Ever since the coronavirus pandemic, there has been a dramatic growth in the online course market industry which is estimated to be worth $336.98 billion by 2026.
Whether you are an entrepreneur, business owner, or a teacher, it is now more important than ever to carve a niche for yourself in the digital marketplace by building a strong brand.
In this article, we will discuss the top branding principles that are essential to boost course sales.
Top Branding Tips to Drive Course Sales
1. Define your target audience
Branding is all about how the world perceives you and your product offerings. It’s important to know who your target audience is, right from their age group, location, gender, and demographics, to purchasing habits, interests, and preferences.
To do so, you need to study existing sales data and analyse statistics to determine the trends in the market and assess the demand for your products. This will also provide insight into the purchasing behaviours of people at a given point of time.
You can easily gather this data by conducting surveys, engaging with people based on your buyer persona, and studying the marketing or branding stargites of your competitors. There are plenty of marketing firms that can help you gather insightful data on your behalf. This will help you create a brand that resonates with the crowd and attracts customers.
2. Determine how your audience recognizes you
A memorable logo conveys the personality of your brand. As customers come to associate the quality of your services with your brand signature, you can stand apart from your competition and drive better results through your marketing campaigns.
A slogan or tagline, on the other hand, is a reflection of the value you provide to your customers. It is the mark of successful brands to summarise their unique value propositions into a concise slogan or tagline that people remember.
Consult professional designers and copy writers to create a logo and tagline that best defines what your brand stands for. Keep it relevant to the subject of your course by including a key benefit.
3. Leverage reliable media to establish profesional credibility
Podcasts are currently booming. Back in 2015, it was claimed that podcasts would be the future of media. Fast forward 6 years and nearly everyone is obsessed with podcasts. Over 51% of the US population listens to podcasts regularly. While some publications believe the current era to be the golden age for podcasts, many others are of the opinion that this is just the beginning.
In either case, there hasn’t been a better time to jump the bandwagon. If you have an online course, podcasting is possibly the best medium to demonstrate that you are knowledgeable about a particular subject. It can work wonderfully as a self-promotion technique, and encourage listeners to perceive you as a reliable source of information.
However, a significant amount of planning needs to go into designing your podcast content. In addition to this, you need the right tools and plugins to build a successful podcast. Spotify’s Anchor, Audacity, SoundTrap, and GarageBand are some of the most popular podcast available in the market today.
4. Build a personal connection with your audience
There’s nothing like a webinar to connect with your audience today. It is an effective marketing strategy for B2B businesses, especially in the current atmosphere when meetings and events are being conducted in a virtual environment. You can leverage webinars to develop a personal relationship with your customers by diving deep into relevant topics.
You can also use it to interact with existing clients to inform them of new launches, discover potential customers, and resolve queries. All you would have to do is work on a structured script of 30 to 60 minutes based on the pain points of your audience.
With time, as your webinars garner enough attention, you can use your attendees as social proof to establish credibility and boost your sales. If podcasts are not your thing, you should seriously consider weekly webinars to send out a favourable image of your brand and promote your online course. Livestorm, Gotowebinar, Zoom, WebinarJam are a few webinar platforms to check out.
5. Create a professional digital media presence
Even with the best course package, you can’t drive sales if you can’t market your product effectively. It is important to have a winning marketing strategy in place that involves leveraging relevant marketing channels to drive revenue from your course.
This includes Search engine optimization (SEO), email marketing, video marketing, and leveraging forums as well as social media marketing platforms like LinkedIn, Twitter, Facebook, and Instagram.
Another rather effective marketing strategy is to get interviewed as a guest on podcasts, write guest posts, or make appearances on relevant YouTube channels. Guest posts/appearances are an effective and reliable means to provide value to listeners and establish a positive image for your brand.
You can accomplish this by eesearching blogs or podcasts in your niche and reaching out to them with a proposal. As you are providing value not just to the audience but also the bloggers or podcast hosts you would be collaborating with, it shouldn’t be too hard to find opportunities. Guest blogging/podcasting is the ultimate win-win situation and works brilliantly to increase brand awareness.
Above all, maintain consistency in your branding activities and in no time, you will be generating revenue faster than you can keep track of it!
Abhishek Kumar: Interested in deep tech and growth strategy, Abhishek helps brands Crafting water-tight growth strategies at ContentNinja.