Clarity is power... what a true statement!
Especially when it comes to launching your online course.
When you know what you're getting yourself into ahead of time, rather than being completely caught off guard by all the things you didn't know that you didn't know, you can plan accordingly.
One of the reasons why planning to launch a course can become overwhelming is because there's uncertainty around what exactly needs to be done and who's doing what.
The diagram below represents the six core roles involved with a full-scale 4-part free video series launch or what I refer to as a "Jeff Walker Style Launch".
Forewarning - it's a lot - and I don't want you to become intimidated or feel like you need to do EVERYTHING right off the bat. The course creators that are consistently making seven figures every time they launch didn't even do that. In fact, that's the reason why they're so successful today. They took the 80/20 mindset and implemented at least the 20% that would get them 80% of the results.
Perfection is not the goal here and done is better than perfect. With that said, you will need to have each of these core roles covered to some extent.
It's very important that everyone on your team has clarity on their responsibilities so I recommend making a list of these roles and who will be accountable for each of them or use the launch roles and responsibility chart I created by downloading it here.
If you're running the launch all on your own your name will be next to each role.
If you're launching with a partner than split the roles between the two of you.
If you're an established business that's planning a full-scale launch with all the bells and whistles then I'd advise hiring experts for each of these roles. In addition, it's best practice to hire a launch manager to oversee the project in its entirety.
Typically the course owner will take on this responsibility. However, if budget permits, often times an instructional designer is hired to help structure the course content in a more efficient, effective, and appealing.
- Course outline and structure
- Video lessons
Responsible for the technical implementation of all website pages and required integrations for the course membership site, and marketing/launch pages.
- Landing pages
- Pre-launch pages
- Sales page
- Course membership site
- Affiliate members area
An incredibly important role that is often overlooked and nearly always underestimated by new course creators.
- Copy for all emails
- Copy for all website pages
- Copy for all ads
- Swipe copy for affiliate partners
Facebook Ad Manager
Implements and manages the ad strategy.
- Lead magnet ads
- Pre-launch ads
- Open cart ads
- Last day ads
Designs all graphics needed.
- Facebook ads
- Images for emails
- Social media cover photos
Sales Funnel Implementation
Sales funnels are built in a marketing automation system such as Infusionsoft. At a minimum you will need the following campaigns:
- Lead Magnet Campaign
- Pre-launch Campaign
- Customer On-boarding Campaign