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Course Promotion Strategy

1. Overview​

This strategy defines how we sell digital products (courses/templates) derived from our knowledge base. Unlike high-ticket services, these are "Low Touch" sales relying on automation.

2. The Funnel Structure​

Top of Funnel (Traffic)​

  • Source: LinkedIn Organic, Blog SEO, YouTube.
  • Hook: "Free 15-min Training" or "Checklist" (The Lead Magnet).
  • Goal: Get the Email.

Middle of Funnel (The Bridge)​

  • Mechanism: 5-Day Email "Mini-Course."
  • Day 1: The "Aha!" Moment (Value).
  • Day 2: The Common Mistake (Fear/Agitation).
  • Day 3: The Solution Framework (Education).
  • Day 4: The Case Study (Proof).
  • Day 5: The Hard Pitch (Scarcity/Offer).

Bottom of Funnel (Conversion)​

  • Sales Page: Long-form copy hosted on HubSpot CMS.
  • Checkout: Stripe / ThriveCart integration.
  • Upsell: One-click upsell for a related template pack (+20% revenue).

3. Campaign Types​

A. The "Live Launch" (2x / Year)​

  • For: New Flagship Courses.
  • Tactics: Webinar series, Early Bird pricing, strict cart close date.
  • Goal: High volume, high urgency.

B. The Evergreen Funnel (Always On)​

  • For: Existing products.
  • Tactics: Automated email sequence triggers immediately after Lead Magnet download.
  • Pricing: Standard price (no fake scarcity).

4. Retargeting Logic​

If a user visits the Sales Page but does not buy:

  1. HubSpot Workflow: Tag as Abandoned Cart.
  2. Action: Send "Did life get in the way?" email 4 hours later.
  3. Action: Send "Common Questions" email 24 hours later.

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