Creating a great online course is only half of the journey — selling the course is where the real game begins. If you’re a coproducer, marketing is often your main responsibility. A brilliant course won’t reach anyone without the right marketing strategy.
In this article, we’ll cover effective marketing strategies to sell digital courses created in coproduction — from launch planning to ongoing sales.
Why Marketing Is Crucial in Coproduction
In coproduction, the expert focuses on content, and you focus on bringing customers. Your ability to market the course effectively directly impacts sales and profits for both.
A good marketing plan ensures:
- Course visibility to the right audience.
- Trust building with potential students.
- Consistent sales over time, not just during launch.
Step 1: Define Your Target Audience
Before running ads or building sales pages, you must know who the course is for.
Questions to Define the Audience:
- What problem does the course solve?
- Who is struggling with this problem?
- Where does this audience hang out online? (Instagram, YouTube, Facebook, LinkedIn, TikTok)
- What type of content do they consume?
Example:
If you’re coproducing a photography course for beginners, your audience might be:
- People interested in starting photography as a hobby.
- Small business owners needing better product photos.
- Young creatives interested in social media photography.
Knowing this allows you to create laser-focused marketing.
Step 2: Create a High-Converting Sales Page
A sales page is where visitors decide to buy (or not). It needs to be clear, persuasive, and benefit-driven.
Key Elements of a Great Sales Page:
- Headline: Clear and focused on the main benefit.
- Introduction: Talk about the student’s problem and how the course solves it.
- Course benefits and outcomes.
- Detailed list of modules/lessons.
- Testimonials or social proof (if available).
- About the instructor (expert’s authority).
- Strong call to action (CTA): “Enroll now”, “Join today”, etc.
💡 Tip: Use tools like Leadpages, ClickFunnels, Elementor, or Kajabi pages to create beautiful sales pages easily.
Step 3: Build an Email Marketing Funnel
Email marketing is one of the most effective ways to nurture potential buyers and increase conversions.
Funnel Example:
| Step | Purpose |
|---|---|
| Lead Magnet | Capture emails (free eBook, checklist, webinar) |
| Welcome Email | Introduce yourself and the course expert |
| Nurture Sequence | Share valuable content and success stories |
| Sales Emails | Offer the course with limited-time discounts |
Tools for Email Marketing:
- MailerLite
- ConvertKit
- ActiveCampaign
- Mailchimp (basic)
💡 Pro Tip: Combine educational content with soft pitches to keep readers engaged without being overly promotional.
Step 4: Use Social Media to Build Trust and Awareness
Leverage both your and the expert’s audience on social media to generate buzz around the course.
Best Content for Social Media:
- Tips and tricks related to the course topic.
- Behind-the-scenes of course creation.
- Expert interviews or live sessions.
- Testimonials from students (even beta testers).
- Countdown to launch day.
Platforms to Focus On:
- Instagram & TikTok (short videos, behind-the-scenes, tips).
- YouTube (in-depth free lessons that lead to the course).
- Facebook groups (targeted communities).
- LinkedIn (for professional and business-related courses).
💡 Important: Use calls to action (CTAs) like “Join the waitlist” or “Get my free guide to start now!”
Step 5: Leverage Paid Ads for Faster Reach
If you want to scale sales quickly, paid ads are a must — especially on Meta Ads (Facebook & Instagram) and Google Ads.
Types of Ads for Courses:
- Lead generation ads (offering free content to collect emails).
- Direct sales ads (promoting the course directly to warm audiences).
- Retargeting ads (showing ads to people who visited the sales page but didn’t buy).
Budget Recommendations (Starting Small):
- $5 to $10 per day for lead generation.
- $10 to $20 per day for sales (during launch).
💡 Tip: Start with small budgets, analyze the results, and scale what works.
Step 6: Partner with Affiliates and Influencers
One powerful strategy is to work with affiliates and influencers to sell the course.
How It Works:
- They promote the course to their audience.
- You pay a commission per sale (usually 30% to 50%).
How to Find Affiliates:
- Experts in the same niche.
- Bloggers, YouTubers, or influencers creating related content.
- People teaching similar (but not competing) topics.
💡 Hotmart and other platforms allow affiliate management directly, making this easier.
Step 7: Run a Launch Event (Optional but Powerful)
Launching a course with special events can dramatically boost sales.
Launch Event Ideas:
- Free live webinar where the expert teaches something valuable and pitches the course at the end.
- Live Q&A session to answer doubts about the course.
- Mini-challenge over a few days (e.g., “5-Day Photography Challenge”).
These events engage potential customers and build excitement before opening sales.
Step 8: Use Scarcity and Urgency to Drive Sales
Psychological triggers like scarcity and urgency encourage people to act.
Examples:
- Limited-time discounts (only available during launch week).
- Bonuses for first buyers (extra content, coaching sessions).
- Closing cart — “Enrollment ends on Friday!”
💡 Tip: Always be honest — fake urgency can harm your reputation.
Final Thoughts: Marketing Is Key to Coproduction Success
As a coproducer, your main value is in driving sales and building a successful launch. Even the best course won’t sell without smart marketing.
By applying these strategies — audience research, a strong sales page, email marketing, social media content, and ads — you can turn any coproduced course into a profitable digital product.
Remember: Marketing is not about tricking people; it’s about showing the value of what you’re offering to the right audience.