How to create a successful funnel to your masterclass
Created a masterclass and ready to find students for it? Find out how to crate a successful funnel for it.
Let’s say you’ve set up an online educational or training solution that’s designed to both help participants and also build brand recognition.
You’ve plumbed hours of work into creating a compelling masterclass experience, but you can’t seem to gain adequate attention for it to make the input and investment worthwhile.
That’s where creating a funnel to lead people to your impactful asset is sensible, so let’s go over how to do this and what tools and resources you’ll need to get the students rolling in.
Develop teaser content
One of the core tenets of digital marketing for education and training purposes is to make it easy for prospects to get a taste of what your courses have to offer.
It’s not enough to celebrate your past successes or highlight your reputation; students will want tangible evidence that you can serve them effectively.
There are plenty of so-called ‘lead magnets’ that are suited to funneling people towards your masterclass. For example, you could write up an ebook outlining the principles you intend to teach, and mention that these are discussed in detail within the program you offer.
You could also share video content that includes samples of previous seminars and sessions that you’ve hosted, which will be a clear demonstration of what the style and the substance of the full-blown experience will be.
Create free webinars
Another form of preview which is more engaging, and is the next step on the journey to converting students, is the free webinar session.
It’s a tried and tested method for encouraging signups to premium services, and means you can also address any questions that prospects might have directly and in real-time.
Obviously, your free webinar must reflect the content of your masterclass and also be brief and concise, so it doesn’t monopolize too much of an attendee’s schedule and is easy to digest.
Make a compelling landing page for your paid course
Assuming that your prospects have clicked through after encountering your teaser content elsewhere, the landing page must grab them and convince them to stick around.
Including CTAs is essential, because the more you encourage visitors to actively engage, the greater your chance of closing a sale.
An interesting point to make here is that you don’t just have to be aiming for immediate conversion to masterclass attendee. It might be enough to get visitors signed up to your email list, at which point you can market to them more directly and ideally earn their loyalty and trust over time.
Furthermore, you can build on your masterclass offerings over time, and keep mailing list subscribers in the loop with marketing materials that you know are relevant to their interest, since they made the decision to sign up in the first place.
This all feeds into a steady rate of growth, and should help you earn word of mouth recommendations as well.
Use paid ads if you can
There’s only so much that organic marketing techniques can achieve, and indeed it often makes sense to roll out paid ads early in the life of your masterclass to get the ball rolling.
Social media sites are well suited to highlighting masterclasses to audiences in a targeted, measurable way. Facebook in particular has an excellent platform for putting your content in front of the right people, and it can deliver exceptional lead generation for all sorts of online learning tools.
Learn from your mistakes and improve
Your masterclass sales funnel has to be broad and interconnected, with different aspects feeding into the same end goal.
Do remember that it’s okay to make mistakes in this context, as you’ll then be able to learn from them and improve.