Course Creator Series #4: Taking Your Course Evergreen
Welcome back to the Kajabi Course Creator Series!
If you missed any of the previous 3 Kajabi Course Creators Series articles you can find them here:
Kajabi Course Creator Series # 1: What to do after you launch your course.
Kajabi Course Creator Series # 2: 12 simple ways to turn your students into raving fans!
Kajabi Course Creator Series # 3: The ultimate guide to creating your second Kajabi course.
Today we're going to talk about making your course evergreen!
In 2007, Tim Ferris published his first book: “The 4-hr Work Week.”
The premise of the book was to create a lifestyle business so that instead of waiting until retirement to enjoy life and pursue your passions, you could build an online income and do it now.
The 4-hr Work Week would go on to become a huge hit selling more than 1.5 million copies while being translated into 35 languages and popularized the idea of using the internet to create “passive income” and free up your time.
Passive income is money you make without having to trade your time for it.
Some examples of passive income include selling items using Amazon, rental income from properties, stock dividends and, yes, selling an online course with Kajabi!
You may have even created your course as a way to supplement or replace your income with more passive income.
At Kajabi, we believe that taking a course Evergreen is the best way to create a consistent stream of passive income.
When you create an evergreen course, your audience will be able to find you and go through your entire product launch 24 hours a day, 365 days a year regardless of where they are in the world or what you’re doing.
Your evergreen sequence will run while you’re sleeping, working out, spending time with your family or relaxing on a beach.
This is not going to happen overnight, and it will take time, effort, and investment.
But don’t worry, in this article you’re going to learn exactly what you need to know to create, test, and scale your evergreen launch.
So, let’s get started!
One of the biggest problems Kajabi course creators encounter is that they feel like they get stuck on the “launch rollercoaster.”
You create a product, launch it, make a nice profit and then…
You either have to wait for your list to get significantly bigger or for enough time to pass that you can launch a new course.
Going evergreen allows you to get off of the launch rollercoaster and begin to make more consistent sales every day.
What Does it Mean to Go Evergreen?
Going evergreen is the idea of creating an automatic perpetual launch sequence and pairing it with various sources of traffic online like joint ventures, and paid advertising to make new sales every day.
When you go evergreen, your course will be advertised 24/7, 365 days a year, making sales while you sleep, play with your kids, or go on vacation.
Going evergreen also allows you to scale your product offers quickly.
If you create a killer evergreen offer that is profitable on paid advertising channels like Google Adwords, you almost have a license to print money.
Imagine six months from now, you’ve taken your Kajabi course evergreen and are making $100, $200, even $500 a day.
How would that change your business and your life?
It’s going to take some work, but if you can follow a recipe or build Ikea furniture, you can follow the advice in this article to make your Kajabi course evergreen.
Now let’s get into:
4-Steps to Taking Your Course Evergreen:
- Create Or Tweak Your Sales Pipeline. Right now you might technically have an evergreen course. If you have a Kajabi course that can be purchased every day, congrats—you are already evergreen! The problem is that you don’t have a high-conversion sales pipeline. You can tweak and customize your sales pipeline any way you want, but the basics of a sales funnel will have 4 parts: The first part is your landing page. There are many different kinds of high-conversion landing page templates you can use from squeeze pages to advertorials and Kajabi allows you to get creative with your designs to find one that fits your product and offers high conversion. The second part of your high-conversion sales funnel is your email sequence. These emails are your “launch sequence” and you’ll want to make sure that you give out quality content, define who your product is and isn’t for, and give examples of student success. The third part of your sales funnel is going to be your sales mechanism. This might be a webinar, a Facebook Live or a series of videos. Your sales mechanism is going to allow you to offer your prospect their first chance to buy your product. The last part of your sales funnel is your actual sales page and follow up sequence. There are a lot of options for your sales page; you might want to use a long-form sales letter, video sales letter or checkout page depending on your product and audience. In addition to your sales page, you’ll also want to have a follow-up sequence for those prospects who didn’t buy the first day you made your offer. You may need to test and tweak your sales funnel a little bit to find the right mix, but when you start to see sales conversion numbers of at least 5-10% of your total opt-ins, you can move on to step #2.
- Test Your Offer With JV Traffic. Once you have a sales pipeline that is working with your audience, it’s time to start testing it through joint ventures or JVs. Joint ventures are when another course creator with an email list decides to share your sales funnel with their list. The easiest way to set up a joint venture is to find a few course creators with similar courses and email them. For example, a Kajabi course creator who has a course on social media marketing might do a joint venture with another course creator who has created a course on how to get booked on podcasts. How you structure the JV is up to you and your partner. The most common way to do a JV is to split the revenue from the promotion 50-50. You may also be able to rent a list from another course creator. Depending on how much time and effort your JV partner is willing to put into the JV, you could also set up a joint webinar, or Facebook Live instead of the usual sales mechanism in your funnel. This type of customized sales mechanism is excellent for increasing conversion as it shows that your JV partner trusts and supports your launch. JV sales conversion numbers will vary based on things like the quality of the list, relationship with the partner, etc., but you should see at least 5% sales conversion on 2-3 different JVs before you move on to step #3.
- Start With Facebook Re-targeting. The first step to taking your offer from JV traffic to cold traffic is to re-target ads at people who have already opted into your list. Re-targeting allows you to serve up ads to people who have already shown some interest in your product. Check out this article on how to create a re-targeting sales funnel for the specifics. It may take a few months of tweaking and testing to get to 5% sales conversions on FB, so don’t get discouraged. Remember to track and test everything. You'll also want to set monthly, weekly, and daily budgets for your ads, so you don’t end up overspending. When you hit 5% sales conversion or more daily for at least a month, you can move to the final step and take your ads to Google Adwords and other display networks.
- Ramp up to Google Adwords. Now that you have tweaked your sales pipeline and validated it with both joint venture traffic and Facebook traffic, you are in the best possible position to take your offer to Google Adwords, Bing, and other display networks. You are going to want to start with the keywords, terms, and demographic information from your Facebook ads. From there, you'll want to do more intensive keyword research, set up ad groups, and test 3-5 versions of each ad per keyword. Just like when you made the jump from JV traffic to Facebook traffic, you'll want to start with a two-week test. Start with AdWords, but keep in mind that there are dozens of other ad networks like Bing, Taboola and more! Adwords costs are going to be more variable based on your niche, sales funnel, and product cost, but be sure to check out this guide to get an idea of what you should be paying per lead. Once you have a winning campaign on Google Adwords or another network, it’s time to scale! Keep increasing your daily ad spend until the ads stop being profitable.
Okay, that was a lot of information!
You might be feeling a tiny bit overwhelmed right now by everything you read in this article.
The good news is there is no deadline for when you have to take your course evergreen. You can take as much or as little time as you feel comfortable with to implement the information you learned in this article.
The most important thing is to get started!
Don’t just read this article and commit to working on this “someday” or “when you have time.”
Start taking action today, because action builds momentum!
After you read this article, go through your existing sales pipeline for your Kajabi course. Try to put yourself into your prospects' shoes. Talk to some of your existing customers about why they decided to buy. Take your time and slowly tweak your funnel.
Once you’ve tweaked your sales funnel, find 2-3 joint venture partners that you can test your new funnel with.
After you test it with your JV partners, you might need to go back to the drawing board and tweak the funnel again.
Don’t get discouraged!
Once you hit the bare minimum conversion numbers you learned in step 2, you’re ready to start testing the offer with cold-traffic on Facebook and other display networks and well on your way to going evergreen!
Creating your evergreen sequence is a little like getting back in shape.
In the beginning, it’s going to be a lot of work, and you’re going to be tired and sore. But if you stick with it and follow the “workout plan” for going evergreen laid out for you in this article, you will be able to create a successful evergreen course.
Six months from now, you can be in the same place you are now, still struggling to make sales day-to-day, or you could be relaxing on a warm beach, toes in the sand while your evergreen sequence makes sales for you.
You have a proven blueprint for going evergreen.
Now all you have to do is follow it!
Unsure Of What To Sell?
If you’re still in the “idea stage” and are unsure what you’d even teach online, we’ve put together a brand new, completely free, 3-part video training series which takes you from having an idea through creating your first mini-course.
Click the link below to get instant access to the first video:
If you already know what you’d like to teach and would rather jump right in and take Kajabi for a risk-free test drive, below you’ll find a link for your 14-day free trial.
Use Kajabi to Turn Your Knowledge And Content Into Products You Can Sell
We know that you have something to teach the world. We also know there are people out there who want to learn what you know.
That’s why we created Kajabi. It’s a full-featured platform that allows professionals like you to create their own businesses from home.
Create online courses, establish membership sites, and sell other digital products. We offer tons of marketing tools to help you spread the word about your products and earn more revenue.
Of course, launching a business represents a huge commitment. We understand that.
To help ease you into the process of creating a Knowledge Commerce business of your own, we offer a 14-day free trial.
Get complete access to our tools, templates, and other assets so you can fully explore what Kajabi has to offer.
Ready to become your own boss?
Now’s the time.