The Ultimate Guide to Creating a Profitable Online Course

Successful course creation is like an Oreo cookie. Most creators spend all their time perfecting their online course content – that’s the creamy filling. But without the cookies – a deep understanding of your audience on one side and a solid marketing strategy on the other – it’s just going to be a sweet, sticky, and not very satisfying mess.

Now that I have your attention, here’s the truth about online courses. You’re not actually selling the online course. You’re selling the promise of transformation. Your online course? It’s the bridge that takes your students across the valley to the other side – from where they are today to what they can see in the distance but can’t reach on their own.

Are you ready to build that bridge?

Let’s break down exactly how to create an online course that transforms lives and generates real value for your potential customers and your business.

Key Takeaways

1. Understand Your Audience: Knowing your target audience is crucial for creating a successful online course. Develop an avatar and journey map to understand their needs and challenges.
2. Focus on Transformation: You’re selling the promise of transformation, not just the course content. Ensure your course delivers tangible results that your students can be proud of.
3. Choose Profitable Online Course Ideas: Choose topics that solve significant problems and are worth paying for. Avoid easily accessible “how-to” content.

Don’t Leave Empty Handed!



Get Digital Tips & Tricks Delivered to Your Inbox

• Please provide your email address.*
• Name
  This field is for validation purposes and should be left unchanged.

Δ

We will never share your email address.

4. Structure and Plan: Use instructional design to organize your course content effectively. Incorporate various learning styles to enhance the learning experience.
5. Test Before Launching: Pre-sell your course to validate demand. Use feedback from early students to refine your course before a full launch.
6. Select the Right Platform: Choose an online course platform that aligns with your technical skills and business goals. Consider self-hosting, marketplaces, or comprehensive platforms.
7. Price Appropriately: Set a price that reflects the value of your course and the transformation it offers. Remember, it’s easier to lower a price than to raise it.
8. Market Strategically: Develop a strong marketing strategy to reach and engage your audience. Use top-of-funnel, mid-funnel, and lower-funnel tactics to build relationships and drive sales.
9. Foster Engagement and Support: Create a community around your course. Encourage interaction through forums, live sessions, and social media.
10. Gather Feedback and Improve: Continuously collect and analyze feedback to improve your course. Use surveys, discussions, and direct conversations to understand student experiences.
11. Focus on Student Success: The ultimate goal is to deliver results that students will rave about. Build systems that scale and support growth without overwhelming you.

By following these takeaways, you can create and sell profitable online courses that truly transform your students’ lives and establish a successful online course business.

Setting the Stage for a Profitable Online Course

What is an Online Course?

An online course is a structured learning program conducted entirely over the Internet. A well-defined course outline is crucial for organizing and structuring the course material, serving as a roadmap that guides learners through the content.

It typically consists of pre-recorded or live lectures, discussions, assignments, and assessments.

Online courses offer unparalleled flexibility and convenience, allowing learners to access the material at their own pace and from anywhere with an internet connection. Whether you’re looking to advance your professional skills, pursue academic education, or simply enrich your knowledge, online courses provide a versatile solution to meet your needs.

Benefits of Creating and Selling Online Courses

Creating and selling online courses can be a highly rewarding experience, both financially and personally. By sharing your knowledge and expertise with others, you can establish yourself as an authority in your field, build a loyal following, and generate a passive income stream. Online courses offer a flexible and convenient way to learn, making them an attractive option for students who prefer to learn at their own pace.

Some of the key benefits of creating and selling online courses include:

• Increased Credibility and Authority: Sharing your expertise through an online course can position you as a thought leader in your industry. This increased credibility can open doors to new opportunities, such as speaking engagements, consulting gigs, and collaborations.
• Potential for Passive Income: Once your course is created and launched, it can continue to generate income with minimal ongoing effort. This passive income can provide financial freedom and stability.
• Global Reach: Online courses break down geographical barriers, allowing you to reach a global audience. This means you can impact more people and expand your influence far beyond your local community.
• Flexibility and Convenience for Students: Online courses offer unparalleled flexibility, allowing students to learn at their own pace and on their own schedule. This convenience makes online learning an attractive option for busy professionals, parents, and anyone with a hectic lifestyle.
• Building a Loyal Community: By providing valuable content and support, you can build a loyal following of students who trust and respect you. This community can become a valuable asset, providing feedback, testimonials, and word-of-mouth marketing.

But don’t get too excited—it’s not magic. Actually, creating the course is, relatively speaking, the easy part. What’s hard? Marketing the course is the hard part. And marketing is the key to a successful and profitable online course business. Let’s talk about that.

Know Your Best Customer Inside Out

Want to know the secret weapon of a successful course creator? They obsess over understanding their target audience—not in a creepy way—in an “I want to help you win” way. This gives online course creators the insights they need to create a transformational course. It also gives them the strategic foundation they need to develop a marketing plan for the course.

Here’s what you, as a course creator, need to nail down about your target audience:

• Who are they demographically? – This helps you find them.
• What are they like? – This helps you understand how to talk to them.
• What keeps them up at night? – This is how you engage with them.
• What do they hope to gain from the course? – This is how you sell them.

The avatar gives course creators a deeper understanding of their best prospects. But that’s not all they need to understand. While the avatar is vital, it’s more powerful when paired with a buyer’s journey map, which describes the path your customers take to solve their problems.

Here are the things to focus on for the journey map:

• What event or thought caused them to start looking for a solution? – This is the top of the marketing funnel.
• What questions do they ask, and what obstacles must they overcome in their journey’s research (consideration) stage? – This is the upper mid-funnel.
• What questions do they ask, and what obstacles do they overcome in the prospecting stage of their journey? This is the lower mid-funnel.
• What questions do they ask, and what obstacles do they overcome in their journey’s decision (purchase) stage? This is the lower funnel.

Conversations with existing clients are a great way to develop an avatar and journey map.

Keyword research can also be used for the journey map, specifically keyword search intent. Find keywords with informational search intent and review the content that is being featured on page one of the results page. The content themes and the People Also Ask section will give you insights into what your best prospect is investigating in the research stage. Do the same thing with keywords with commercial intent. These are people in the prospecting stage. Keywords with transactional intent will help you understand the questions and obstacles to be addressed in the decision stage.

Reddit is another fantastic source for creating the journey map. Find a subreddit where your audience is likely to be found. Search the subreddit using informational, commercial, and transactional keywords. Analyze the conversations.

Pro Tip: Jump on calls with potential students and record them (with permission). Their exact phrases will become your online course marketing goldmine.

Pick Online Course Ideas That Sell

Here’s a hard truth – passion isn’t enough. You want to create online courses that solve real problems and have people pull out their credit cards, so let’s get practical about how to create online courses:

• Skip the “how-to” content they can Google
• Target problems that demand expert guidance
• Focus on transformations worth paying for

Think about it—when buying an online course, would you rather pay $497 for a course that saves you $5,000 or $47 for an online course teaching basic skills? This isn’t hard.

Research Online Course Ideas Like a Detective

Skip the guesswork with these street-smart tactics:

• Study who’s already making money in your space—keyword research tools can show you who’s winning in your niche
• Get active in the communities where your people hang out—reddit is a powerful resource for course ideas
• Track questions that keep coming up again and again—comments on competitors’ Facebook ads are great for this, reddit too
• Test your online course idea with small groups before going big

Building Your Course Content

Define Your Learning Outcomes

Defining your learning outcomes is crucial when creating a course that will sell. These outcomes summarize what learners will gain from taking your course and play a key role in marketing it to potential students. Learners must understand precisely what they will achieve by the end of the course.

Pro Tip: Learning outcomes are clear statements that define what learners will know, be able to do, or demonstrate by the end of a course or module.

To write effective learning outcomes, focus on the skills, knowledge, and attitudes your learners will gain. Basically, describe how they will achieve the transformation they seek.

Aim to write at least nine learning outcomes to outline your course’s benefits clearly.

Structure Course Content for Success

Start at the finish line and work backward:

1. Get crystal clear on your students’ dream outcome
2. Map the major milestones they need to hit
3. Break those milestones into bite-sized wins
4. Ruthlessly cut anything that doesn’t move them forward, including unnecessary course material

When you create an online course, it is crucial to plan and structure the course outline to ensure it meets the needs of your students and achieves the desired outcomes.

Recognize that your students will have different learning styles. Use a formula like VERB: Visual, Experiential, Reflective, and Behavioral to create online courses that bring value to every student.

These components represent different types of learning activities or experiences that can be incorporated into an online course to enhance engagement and learning:

1. Visual: Incorporating visual elements like images, videos, charts, and infographics to cater to learners who process information best through visual cues.
2. Experiential: Providing hands-on activities or real-world tasks that allow learners to apply what they’re learning practically and actively.
3. Reflective: This approach encourages learners to think about and reflect on what they’ve learned, helping to reinforce the knowledge and make deeper connections.
4. Behavioral: Fostering actions or exercises that promote a change in behavior or skill practice, guiding learners to apply new knowledge consistently.

Incorporating all these elements into your course outline ensures a rounded and effective learning experience that addresses various learning styles and preferences.

Pro Tip: Your students don’t need more information – they need transformation. Less really is more.

Plan Your Online Course with an Instructional Design Storyboard

An instructional design storyboard visually represents your online course content and flow. It helps you organize and structure your course material logically and coherently, ensuring that your students learn effectively and efficiently.

Don’t skip this step. An efficient and effective course is more likely to be completed and deliver value to the learner. Completed courses that deliver value result in learners who spread the word and give you five-star reviews.

To create an instructional design storyboard, follow these steps:

1. Define Your Learning Objectives and Outcomes: Clearly outline what you want your students to achieve by the end of the course. These objectives will guide the content and structure of your course.
2. Identify Your Target Audience and Their Needs: Understand who your students are and what they need to learn. This will help you tailor your content to their needs and preferences. (This is another place where the avatar and journey map help you create an online course that sells.)
3. Break Down Your Course Content into Modules and Lessons: Organize your content into manageable chunks, such as modules and lessons. This makes it easier for students to follow and absorb the material.
4. Determine the Best Delivery Methods for Each Lesson: Decide how you will deliver each lesson, whether through video, text, interactive activities, or a combination of methods. Choose the formats that best suit the content and your students’ learning styles.
5. Create a Visual Representation of Your Course Flow: Use a storyboard template or tool to map out your course’s flow. A visual representation helps your course be well-structured and cohesive.

By planning your online course with an instructional design storyboard, your course will be well-structured, engaging, and effective in achieving its learning objectives.

Film, Record, and Edit Your Content

When you’re confident in your online course structure, plan, and delivery methods, it’s time to start creating your course content. Filming, recording, and editing are crucial steps in this process.

Popular recording styles for online course content include video, audio, and interactive content. Even a smartphone can be used to record high-quality video content.

Ensure clear audio by using a good microphone, and consider investing in a tripod for stable footage.

Edit your content to make it engaging and easy to follow. This will ensure that your learners stay captivated and easily absorb the material.

Pro Tip: Use Canva to create engaging course slides and video content. Its templates and intuitive design tools make producing professional visuals a breeze, even if you’re not a design expert!

Price for Profit

Let’s talk numbers. Most course creators underprice their online courses. Lowering a price is easy; raising it is harder.

Price is also a surrogate for value. A low-cost online course will not be perceived as a high-value solution.

“Too many people overvalue what they are not and undervalue what they are.” ~ Malcolm Forbes

And the effort needed to generate revenue for your online course business is also a factor to consider when determining the price.

Check this out:

• At $49, you need 200 students to hit $10,000
• At $499, you only need 20 students for the same money

Plus, higher-paying students usually take action and get better results, which leads to testimonials and positive online reviews.

Price based on:

• The real value you deliver
• What it costs them to stay stuck
• What others charge (and why you’re better)
• The income you want to make

Test Before You Invest

You don’t need expensive online course platforms to get started. Save yourself months of wasted time with this MVP approach to pre-sell your first online course:

1. Sell it before you build it—use Gmail’s mail merge option if your list is small
2. Teach live on Zoom or Google Meet
3. Keep it simple—a one-page website using Card.co to capture emails and take credit card payments, Zoom or Google Meet for live presentations, Google Docs, and an online community using a Facebook group will be fine.
4. Ask for feedback constantly.
5. Let real student results guide your improvements.

“If you are not embarrassed by the first version of your product, you’ve launched too late.” ~ Reid Hoffman

Prove the idea before investing a bunch of time and money into your online course business. It’s crucial to validate market demand by distinguishing between interest in a free course and a paid one. Testing will ensure your potential students are willing to pay for the course.

Selecting the Right Platform for Your Online Course

Choosing the right online course platform is a critical decision that can impact its success. Many options are available, each with its own strengths and weaknesses.

Self-hosting, Online Course Marketplaces, and Platforms

There are three main course platform options for your online course:

1. Self-hosting: This involves hosting your course on your own website using a learning management system (LMS) plugin. This option gives you full control over the design and functionality of your course but requires technical expertise and ongoing maintenance. Inn8ly’s Basic Plus subscription can be used for a self-hosted course website.
2. Online Course Marketplaces: These platforms allow you to sell your course to a large audience, but often take a commission on sales and may have limitations on customization and control. Examples include Udemy and Skillshare.
3. Online Course Platforms: These platforms provide a comprehensive solution for creating and selling online courses, including hosting, marketing, and payment processing. They often offer a range of features and tools to help you create and sell your course. Examples include Teachable and Thinkific.

When selecting a platform, consider the following factors:

• Ease of Use and Technical Requirements: Choose a platform that matches your technical skills and comfort level. Some platforms are more user-friendly and require less technical knowledge.
• Customization and Control Options: Consider how much control you want over the design and functionality of your course. Self-hosting offers the most customization, while marketplaces and platforms may have more limitations.
• Marketing and Promotion Tools: Look for platforms that offer built-in marketing and promotion tools to help you reach your target audience and sell your course.
• Payment Processing and Revenue Sharing: Understand each platform’s payment processing options and revenue sharing models. Some platforms charge a commission on sales, while others charge a flat fee.
• Integration with Other Tools and Services: Ensure that the platform you choose integrates with other tools and services you use, such as email marketing software, analytics tools, and payment gateways.

Making It Rain – Create an Evergreen Profitable Online Course

Create Online Courses – From Live to Evergreen

Once you’ve proven people love your course and you’re ready to create an evergreen online course:

1. Record it (but keep it real)
2. Choose a course platform that won’t drive you crazy
3. Set up simple support systems
4. Automate your marketing (but keep it personal)
5. Watch those student wins like a hawk

Build an Online Course Sales Engine

Top of Funnel

Get their attention:

• YouTube if you’re good on camera
• SEO if you’re patient
• Social media if you’re consistent
• Partnerships if you’re connected

Mid Funnel

Use email marketing to build relationships and trust:

• List build with freebies (lead magnets) they actually want
• Share insights that make them think
• Build relationships that last

Lower Funnel

Measure and track big things:

• Know your numbers cold
• Test different approaches
• Double down on what works

Creating and selling online courses doesn’t have to be complicated. In fact, simplicity is often the best way to sell them. Having a simple marketing plan helps a lot!

Foster Engagement and Support

Fostering engagement and support is essential for creating a successful online course. Encourage learners to interact with each other and with you, the instructor. Use discussion forums, live sessions, and social media groups to facilitate communication and build a sense of community. Celebrate the wins.

“People don’t buy products, they buy relationships, stories, and magic.” ~ Seth Godin

Provide support through email, phone, or live chat to help learners overcome challenges and stay motivated.

Consider offering additional resources, such as eBooks, webinars, or one-on-one coaching, to enhance the learning experience and ensure your students feel supported throughout their journey.

Pre-launch, Launch, and Post-launch Strategies for Your Profitable Online Course Business

It’s essential to have a solid marketing and promotion strategy in place. Here are some pre-launch, launch, and post-launch strategies to consider:

Gathering Feedback and Improving Your Course

Collect Feedback from Students

Collecting feedback from students is essential for improving your online course. Use surveys, quizzes, and discussions to gather feedback and understand what learners like and dislike about the course. Ask specific questions about the course content, structure, and delivery to identify areas for improvement. Analyze the feedback and make necessary changes to enhance the learning experience. Consider offering incentives, such as discounts or free resources, to encourage learners to provide valuable feedback.

This ongoing process will help you refine your online course and ensure it meets the needs of your learners.

Pro Tip: Pick up the phone and call them. Ask them what they think. They’ll tell you if you ask.

Final Thoughts on Creating a Profitable Online Course

Sell the destination not the road.

~ James’ism

Want to know what really makes a course profitable online?

It’s not fancy video production or complicated marketing funnels. It’s:

• Knowing your people better than they know themselves
• Solving their problems, the problems they’re desperate to fix
• Delivering results they can and will brag about
• Building systems that scale without breaking the bank or you

As you reflect on creating a profitable online course, remember that the actual value lies not in the content itself but in the transformation it promises. You’re not just selling an online course; you’re offering a bridge to a better future for your students. Focus on how your course can change their lives, solve their pressing problems, and deliver tangible results. By centering your course creation and marketing efforts on these transformative outcomes, you ensure your course is profitable and impactful.

Master these basics, and you will be ahead of 90% of course creators out there.

Finally, for a profitable online course business, start small, learn fast, listen hard, and let your students’ success guide your growth.

Author: James Hipkin

Since 2010, James Hipkin has built his clients’ businesses with digital marketing. Today, James is passionate about websites and helping the rest of us understand online marketing. His customers value his jargon-free, common-sense approach. “James explains the ins and outs of digital marketing in ways that make sense.”

Use this link to book a meeting time with James.