Creating a promotional launch calendar for your online course… where do I even start?!
By this point, your course has probably taken up so much of your time and energy, and the last thing you want to do is spend hours mapping out a launch calendar. Honestly, I get it you just wish everything would magically fall into place.
And hey, it’s totally okay to feel that way. Whoever said launching an online course was easy?
But don’t worry, I’ve got your back. Take a deep breath (or three), and let’s walk through how to create a launch calendar that’s going to make your course launch run smoother than you ever imagined!
Step 1: Pre-Launch Phase, Build Anticipation!
The pre-launch phase is where you start getting your audience hyped about your course. This phase can be anywhere from 2 to 6 weeks depending on how much buzz you want to create.
The goal? Warm up your audience and get them excited, so by the time you launch, they’re ready to hit that “buy” button.
How to Get That Excitement Going for Your Course Launch
Generating excitement is all about engaging your audience and making them anticipate your course before it even drops. You want them to be so curious and invested that when launch day arrives, they’re already sold.
1. Sneak Peeks
Teasers are your secret weapon for building anticipation without giving away too much. The goal here is to give your audience just enough of a taste to spark their curiosity.
The key with teasers and sneak peeks is mystery. You want to reveal just enough to make your audience think, “Wow, I need this!” but not so much that they feel like they already know everything.
It’s like the trailer for a movie—you want to leave them excited for the premiere!
Behind-the-Scenes Content: Think about sharing what goes on behind the scenes of creating your course. Show your audience the raw, unpolished moments, working on course slides, designing workbooks, or even just brainstorming module ideas. People love seeing the “making of” process because it makes the final product feel more personal and relatable.
Sneak Peeks of Modules: Share a sneak peek of one or two course modules. You don’t have to reveal an entire lesson, but maybe a screenshot of your course dashboard or a clip of your video content.
Teaser Videos: Create shorts or reels of 15-30 second teaser videos that give a glimpse of what’s inside your online course.
Freebie Quizzes: Create a short, fun quiz that ties into your course topic. You could offer it as a freebie to collect some emails!
Mini Challenges: Host a 3-5 day challenge related to your course topic. Again you could use this as a freebie to grow your email list for the upcoming course.
2. Email Marketing
Email marketing is where you get to create a deeper connection with your audience, so if you have a list (and if you don’t, what are you waiting for? Get on that ASAP!), now’s the time to leverage it for maximum effect.
Tease Your Course: Start sending out teaser emails 2-3 weeks before launch. These emails don’t have to be long; we just want them to get curious. A simple message like, “I’ve been working on something that’s going to change the way you [insert course topic benefit here]. Can’t wait to share more soon!” can build excitement. You can also drop subtle hints about the course benefits, like “If you’ve been struggling with [pain point], you’re going to love what’s coming up in the next few weeks.”
Highlight the Benefits: In each teaser email, focus on one major pain point your course will solve, and hint that a solution is on the way. For example, if your course is about overcoming procrastination, you could send an email with a subject line like “Tired of putting things off? I’ve got just the thing…” This makes your audience feel like you’re addressing their specific struggles, which builds trust and anticipation.
Add a Countdown Timer: This is super important! A countdown timer in your emails is an amazing way to build urgency and anticipation. Let your audience know when the course is launching and use a timer to show how close that date is. Seeing the countdown creates a sense of excitement and people love knowing something big is coming, and they don’t want to miss it!
Offer a Sneak Peek to Your Email List: As a little reward for being loyal subscribers, give your email list an exclusive sneak peek before anyone else. You can send them an early bird preview of your course outline or let them see the first lesson for free. This kind of VIP treatment makes your email subscribers feel special and valued, which strengthens their relationship with you and increases the likelihood that they’ll buy.
Related: 12 Time Saving Ways to Promote Your Course – Content Paths
Step 2: Launch Week; Go Big or Go Home
Alright, launch week—this is where you roll out the red carpet and make your course the talk of the town! It’s not just about opening the doors; it’s about making a huge splash and getting your audience excited to enroll. All that hard work from your pre-launch phase? It’s time to put it to work and make sure everyone knows what’s happening. Let’s break it down.
Promotional Emails
Your email list is one of your biggest assets during your launch week, so don’t be shy with it. Ideally, you want 3-5 emails going out to your subscribers.
Email 1: The Course Announcement
The moment we’ve all been waiting for: your course is officially open for enrollment! Use this email to explain the problem your course solves, why it’s a game changer, and what your audience will miss if they don’t join.
And if there’s a special bonus for early birds, don’t forget to highlight it.
Email 2-5: Reminder Emails
People are busy and, let’s face it, emails get buried. Send out a couple of reminders during launch week with new angles, you could share a quick success story,answer FAQs, testimonials or remind them of any bonuses or limited-time pricing. These aren’t spammy; they’re just helpful nudges.
Email 6: Last Chance Alert
Here is where you really lean into the urgency. “The cart is closing soon, and this offer won’t last.” Don’t forget to highlight what they’ll miss if they don’t jump on board before the deadline. This is where FOMO works its magic.
Social Media Content
You’ve been nurturing your audience for weeks, and now it’s time to be everywhere! Literally everywhere. Go big across all your social platforms Instagram, Facebook, LinkedIn, or TikTok. No platform left behind, you never know where your next student will come from.
Here’s how to turn up the heat:
Mix Up Your Content: This isn’t the time to be subtle. Share a mix of promotional graphics and show the value of your course, but also show the fun side of your launch. Think short, energetic posts like Reels or Stories, where you get to showcase your personality.
Live Streams: Use features like IG Live, Facebook Live, or LinkedIn Events to connect with your audience in real time. This is where you can do live Q&A, and just hang out and answer any burning questions they may have. Going live adds a personal touch that boosts trust and excitement.
Countdown Timers in Stories: Nothing creates urgency like a ticking clock. Use countdown stickers to your advantage.
Direct CTAs: Every post should have a clear call to action, something like “Enroll Now,” “Watch this live webinar,” or “Sign up before the bonuses expire.”
Your goal is to make it impossible for someone to miss what’s going on.
Live Events: Build Trust, Answer Questions, Boost Community
Live events are interactive,personal, and they build a real-time connection with your audience.
You should consider:
- Webinars: If your course is more in-depth, consider hosting a free webinar where you teach a small part of the course. This gives potential students a taste of what they’ll learn while proving your expertise. Plus, at the end of the webinar, you can pitch the course with a limited-time offer. Win-win!
- Workshops or Demos: If your course has practical elements, why not host a mini-workshop or demo? Show off some of the value-packed content inside the course in a way that’s both helpful and enticing. This can give undecided buyers that final nudge they need to enroll.
Countdowns & Timed Offers: The Power of FOMO
People respond to urgency. When they see a countdown or a special offer that’s about to expire, it lights a fire under them. Use this to your advantage by strategically placing countdown timers and highlighting your limited-time offers.
Early Bird Pricing
If you offer a discount for the first few days, make it very clear when that pricing expires. Use countdown timers in your emails, on your course landing page, and in your social media posts to remind them that they’ll miss out if they wait.
Limited-Time Bonuses
If you’ve got any special bonuses, like an exclusive one-on-one coaching session, an extra module, or a downloadable resource tie those to a deadline.
The more you emphasize that these bonuses are only available for a short window, the more likely people are to jump in before the opportunity slips away.
Last Chance Emails & Posts
As the launch week comes to a close, start ramping up those “last chance” messages for your email list and social media posts for more urgency to enroll in your online course.
Step 3: Post-Launch
Just because launch week is over doesn’t mean your job is done. The post-launch phase is crucial for grabbing those latecomers who might need a little more convincing.
Here’s how to keep the momentum going:
Share Student Wins and Testimonials
You’ve got your first batch of students in the door—now it’s time to leverage that by sharing real-life success stories. Testimonials are incredibly powerful because they give potential buyers the social proof they need to take the plunge. Here’s what to do:
Gather Feedback Early: Start gathering feedback from your first students as soon as they begin the course. Ask them how they’re finding the content, what they’ve learned so far, and what they’re excited about. Even small wins can be impactful!
Video Testimonials: Encourage your students to send in video testimonials. Video adds a personal touch and helps build trust with potential students. Share these across your platforms and in your follow-up emails to keep the hype going.
Highlight Student Success
Share early wins from students who are already diving into your course. Whether they’re completing modules or getting results, these stories help potential buyers visualize their own success.
Offer Limited-Time Bonuses
Keep the excitement alive by offering a limited-time bonus after the initial launch, like exclusive coaching calls or extra course materials for anyone who signs up within the next week.
Follow-Up Emails
Don’t disappear after launch week! Your email list is still one of your biggest assets, and there’s no reason to stop using it just because the cart isn’t officially open. Here’s how to keep the conversation going:
Nurture with Testimonials: Share those glowing student testimonials with your email list, highlighting how your course is already making a difference. This is especially effective for anyone who clicked on your course link but didn’t enroll.
Handle Objections: Send out emails that address any common objections you heard during launch week. Maybe some people were on the fence about the course price, or they weren’t sure if the content was right for them. Now’s your chance to tackle those concerns head-on and win them over.
Final Call for Bonuses: If you’re offering any post-launch bonuses, don’t forget to remind your list! Let them know they have a limited window to take advantage of the special offer, and you’ll likely get a few more enrollments from those still weighing their options.
