Βlack Friday is the biggest shopping event of the year.
Ask whoever you want – online retailers, online stores and small businesses; and they will tell you they are crazy about Black Friday. It’s that time of year that brings in those extra sales and a spike in revenue.
And guess what. It can do the same for you!
Black Friday is the best excuse to get that big sale sign up and start cutting on your course prices. It offers you the perfect opportunity to market and sell your online courses out to your target audience – old, new and existing customers. Considering that shoppers spent an average of $300 on Black Friday alone, this is a huge opportunity!
Not to mention – as a course instructor, you have an extra advantage over Black Friday deals. Why?
Here’s your answer:
Did I get you hooked? Great!
Now, you are most likely to be familiar with Black Friday but if you are not, here is some useful information…
What is Black Friday?
Black Friday is a tradition that comes from America and has given its name to the day after Thanksgiving. The term refers to stores ‘going into the black’ for the season, hence becoming profitable. Black Friday marks the official start of the holiday season and for many, it’s like an early Christmas shopping.
When is Black Friday?
This year’s Black Friday is on November 29th. However, most companies rush out getting their discounts by mid-November or the end of October to get ahead of the competition. For online sales, this window period is much bigger giving time to potential customers to explore products.
This means that from Thanksgiving until the upcoming Monday – known as Cyber Monday (2nd of December), you can go wild with your course sale.
Your Marketing Campaign: How Can You Prepare?
So, how can you get ready for Black Friday and get the most of it until the end of Cyber Monday? That’s easy. Come up with a Black Friday marketing campaign.
Dive in this big e-commerce bazaar by putting on your Black Friday promotions and offering them as part of an attractive deal that will help you boost sales.
Fortunately, there are many options to choose from when it comes to your Black Friday special deals. As part of your marketing strategy, be sure to take a look at the following ideas and choose what works for you:
1Introduce massive discounts:
Cut down prices but retain the quality of your courses. Start with 50% and go all the way up to 70% off the original course price. Don’t be afraid to reduce the price. For Black Friday deals it’s normal for a course worth at $290 to be sold at $87. Besides, you can always upsell later.
Use some of LearnWorlds’ offer templates for a beautifully designed discount zone that will convert your visitors into buyers. You can also include the discount zones in the after-login page which is the first place your students visit when they login to view their courses.
2Create course bundles:
Prepare a bundle offer with three courses sold at the price of two e.g. 2+1 free, or 3+2 free etc, depending on how many courses you are working on right now and have the potential to promote.
Use bundles to upsell your customers, offering them the opportunity to buy (and pay) more at a better price. Make those bundles a unique Black Friday offer, to combine bundles with scarcity and bring more impulsive!
3Come up with a limited-time offer:
Create scarcity and a sense of urgency while reinforcing FOMO (fear of missing out) through a limited-time offer and last-minute deals that are only available for this holiday season. Deal hunters are always on the lookout for these.
4Give out a free course giveaway:
Come up with a course intro or a mini-course and offer it for free to customers who buy during the sales period. This way, you can also start preparing them for a future course launch.
Free courses are a great way to introduce your audience to your quality of work and upsell them later on! Christmas is just on the way 🎁
5Send out a physical free gift:
Reward your most loyal customers with a gift sent directly to their homes. Your customers are more likely to get excited about this, and it’s a great way to boost your relationship with them while showcasing your new products.
You can do this as part of your loyalty program, sending out a book you wrote, or another from your industry, a calendar or even an exercise book you think they will find useful.
It can also be a part of the Black Friday, instead of discounting your course, offering an extra limited incentive. Just remember to limit the physical gifts, as they can overwhelm you!
6Create new products or pre-sell:
Black Friday offers the best opportunity to introduce a new course that you have been working on. If you are ready for it, send out an email to your students and the rest of your target audience reminding them of the benefits of joining and what skills they can learn in your school.
If your courses are not ready, Black Friday is the perfect opportunity to pre-sell the course at a discount rate and sell something that is not finished yet with only a preview.
7Optimize your landing page/product page:
When this time of year comes, you know that you should start working on your landing page. Prepare to adjust the design to bring out a Black Friday ‘mood’ and to make it clear to your target customers and site visitors that something is up. Focus on your branding colours, add powerful CTAs and use pop-ups wherever appropriate.
Also, don’t forget to encourage them to opt-in to your email list to keep up with your course launches and updates. If you don’t have one yet, make sure you create your own email list of useful contacts.
8Come up with an email marketing campaign:
Start working on your email campaign at least 2 weeks prior to the day. Decide what is it going to be about e.g. course launch, informing people about the offers and inviting them to check them out, or promoting specific products to a closed customer group offering early-bird access. If you need help at this, check out these email sequences examples for inspiration.
Before you hit the send button, customize your emails and their subject lines. Use words that are popular and catch the attention such as ‘Black Friday’, ‘Cyber Monday’, ‘Holiday’, ‘Free’, ‘Don’t Miss Out’, ‘Save’, ‘Now’. This should help you attract more people on your school site and increase your conversion rate.
9Create a flash sale:
Flash sales are perfect for increasing the rate of impulse buying, encouraging people to buy your courses on the spot. The best way to go is by creating a deal-of-the-day for a specific time period of 24 or 36 hours and for a limited number of positions for your course. Then, inform your people about it by email or through social media, and watch those places get filled within minutes.
10Explore opportunities to cross-sell and upsell:
There are many course providers out there selling courses on the same subject, and one of the best ways to get ahead is to offer something that your competitors aren’t.
Consider offering an additional paid service as part of your course bundles such as free consultation, a VIP, private course – or exclusive access, or other useful downloadable material (PDFs, videos, audios).
11Get on social media:
Never underestimate the power of social media. Inform your loyal customers about your offers and encourage them to spread the word. Share discount guides, promotions, and blog posts that take your blog visitors to your course checkout page.
On top of that, you can create a dedicated homepage banner for your offer and use it on all your social media accounts – Twitter, Facebook, etc. You can use Canva or Bannersnack to create your banner or browse free stock photos.
12Prepare your coupons:
Coupons are one of the best promotional tools you can use to increase your course sales. And they are great at creating a sense of urgency because they have an expiry date.
LearnWorlds Coupons & Promotes function make it easier than ever to create coupons. With just a few clicks, you can get sets of memorable discount codes to share across your marketing channels. You can share them on social media, use them in your newsletter, send them one-on-one as a special gift card or even print them out in your promo material!
What’s Your Plan?
Like it or not, it’s that time of year again when you need to check out your inventory of courses, pick the best ones you got and get them out to the public! Whether you create a new course or choose to offer one as a giveaway, there are literally so many things to try out, and the choice is yours.
Besides, you know your customers better than anyone and this helps you choose the best marketing strategy that serves their needs the most while increasing the chances of them to respond to your offers.
Your Black Friday sales are going to be huge as long as you take the time to prepare for it! Start working on your Black Friday deals today, and tells us how it goes!
If you don’t have a LearnWorlds school yet, you can get started here and create your Black Friday offers just in time!
Further reading you might find interesting: