Questions we always ask
Here are the top things that, as marketers, we want to know when we work with a business. These are crucial questions that guide your online course strategy:
Understanding Your Customer Journey
What is your customer’s value journey, also known as the ascension or engagement path? While having multiple paths is acceptable, remember that clarity is key: distinct paths simplify the journey both for you and your customers.
Your Most Valuable Resource
What is your most valuable resource as an organization? This could be nearly anything–your team, your teachers, a certain course, your time, your creativity… The thing that makes it valuable is that when you have an abundance of it and it’s working brilliantly, it makes it almost inevitable that your business thrives.
What activities will ensure a bounty of this resource and its optimal use for perpetual business growth? And what strategies will help your business grow to generate more of this resource? These questions will help you shape what Jim Collins has called your Business Flywheel that allows you to generate massive, nearly self-sustaining business momentum.
Tailoring the Online Medium to Your Goals
What roles are digital activities best suited to play in your organization? For some, it serves exclusively as a tool for lead generation. For others, it dramatically increases accessibility or can engage broad audiences in exploration of new frontiers. With the ideal roles of online media in mind, ask yourself:
What type of leads would serve your organization best? Get specific. Who truly needs your offering? Where can you create the most impact and generate the most revenue?
Who stands to benefit most from the increased accessibility granted by the online medium, and how can your organization facilitate that?
What would your audience most benefit from exploring in an online environment? Who is best suited to guide those explorations and how frequently should these explorations be integrated into your existing course calendar?
Remember, this line of inquiry is a generative process intended to spark further questions and exploration. Responses will lead to more questions, which will help fine-tune your online course marketing strategy.
