Fueling Success Series:

9 Actionable Steps to Constructing a Strategic Marketing and Sales Funnel for Associations and Nonprofits

You know what fuels your mission is revenue.  And one of the most effective ways to build revenue is to sell eLearning.

Follow these 9 steps to building a well-structured marketing and sales funnel and you can drive awareness, engage potential learners, and ultimately convert those learners into paying customers. Let’s dive in and discover how to create a winning strategy.

  1. Define Your Target Audience:
  • Begin by clearly defining your target audience for the eLearning course. Understand their demographics, professional backgrounds, pain points, and learning preferences. This will help tailor your marketing messages and create content that resonates with your ideal learners.
  1. Develop Compelling Content:
  • Craft compelling content that educates, inspires, and demonstrates the value of your eLearning course. Consider the following strategies:
  1. Thought Leadership Articles: Share expert insights, industry trends, and best practices related to the course topic.
  2. Engaging Videos: Create informative and visually appealing videos that highlight the benefits and key features of your course.
  3. Case Studies/Testimonials: Showcase success stories from past learners who have benefited from your organization’s eLearning offerings.
  4. Webinars/Demos: Conduct live webinars or offer on-demand demos to provide a preview of the course content and generate interest.
  1. Build a Landing Page:
  • Create a dedicated landing page for your eLearning course. Optimize it for search engines and ensure it provides clear information about the course, its benefits, and a compelling call-to-action (CTA) to encourage sign-ups or purchases. Include testimonials, course previews, and a visually appealing design to enhance conversions.
  1. Implement Lead Generation Strategies:
  • To capture potential learners’ contact information, implement lead generation strategies such as:
  1. Content Upgrades: Offer downloadable resources or additional course content in exchange for email addresses.
  2. Free Webinars: Host webinars on related topics and collect participant information to build your email list.
  3. Lead Magnets: Create valuable resources like e-books, cheat sheets, or templates that align with the course topic, and offer them in exchange for contact information.
  1. Nurture Leads with Email Marketing:
  • Develop an email marketing campaign to nurture leads and guide them through the sales funnel. Use targeted and personalized content to engage potential learners, showcase the benefits of your course, and address their pain points. Segment your email list based on interests, engagement levels, and progress in the sales funnel to deliver relevant and timely messages.
  1. Offer Limited-Time Promotions:
  • Create a sense of urgency and drive conversions by offering limited-time promotions, such as early-bird discounts, exclusive bonuses, or time-limited access to special content. Communicate these promotions through targeted email campaigns, social media, and on your website.
  1. Leverage Social Media Channels:
  • Utilize social media platforms to expand your reach and engage with your target audience. Share valuable content, industry insights, and testimonials related to your eLearning course. Create a community where potential learners can ask questions, interact with instructors, and connect with fellow learners.
  1. Retargeting and Remarketing:
  • Implement retargeting and remarketing campaigns to reach potential learners who have shown interest but haven’t converted yet. Display targeted ads on platforms like Google and social media to remind them of your course’s value proposition and encourage them to take the next step.
  1. Optimize the Checkout Process:
  • Ensure a seamless and user-friendly checkout process for purchasing your eLearning course. Simplify the steps required to complete the purchase, offer multiple payment options, and provide clear instructions and support in case learners encounter any issues.

Building a strategic marketing and sales funnel is instrumental in driving the success of your organization’s eLearning course. By defining your target audience, creating compelling content, implementing lead generation strategies, nurturing leads, and optimizing the sales process, you can maximize conversions and revenue. Invest time and resources into developing a comprehensive marketing and sales funnel that aligns with your organization’s goals, and watch your eLearning courses thrive. 

Ready to make change together!

The Mission Fuel Team
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