Imagine launching your online course, sending out the emails, and posting on social media, yet you’re not seeing any results.
No one has liked your post, and no students are enrolling in your program.
This happens more often than most course creators are willing to admit, especially first-time creators.
Here’s some truth that might sting, but understanding it could free you from unrealistic expectations.
Okay… here it is:
According to research, only 3% of your audience is ready to buy at any one time.
That means a whopping 97% of your audience is not ready to purchase.
So, should you ignore the 97% and focus only on the 3%?
Absolutely not.
Let’s explore strategies to help you engage the 97% of your audience and build long-term success.
How to Engage 97% of Your Online Course’s Audience
Even if you have a list of 5,000 people, based on data, only 3% of them are ready to buy.
That’s about 150 people. Everyone else is still watching, reading, thinking, and waiting.
Customers will go through the “awareness and consideration” phase before taking action.
This phase is all about nurturing your audience because long-term success depends on it. As an online course creator, it’s your job to build trust and stay top of mind until they’re ready to buy.
How to Sell Online Courses the Smart Way
Here are ideas you can use to improve audience engagement and gain more sales for your online course:
1. Start With the End in Mind
Set a revenue goal. Know your pricing. Calculate how many buyers you need, and what audience size can realistically get you there.
Tip: Know your numbers. They give you clarity and realistic expectations, especially when you’re just getting started.
👇 Watch our YouTube Video for a Summary of This Article’s Main Points
2. Build an Email List With the Right Audience
A small list of the right people will always outperform a large list of the wrong audience.
Why? Because your goal isn’t to build a massive list of contacts. It’s to serve individuals who need what you offer.
If you’re building an online course, coaching program, or membership, you want to attract people who genuinely care about your niche. They’re the ones who’ll open your emails, click your links, and eventually buy from you.
So, how do you attract them? Here are a few ideas:
- Use lead magnets that help your audience. For example, a free checklist, a mini-course, or a 15-minute training can work wonders.
- Make it relevant to your course topic, for example, if your course is about public speaking, don’t offer a general productivity guide. Give them a free “Fear to Flow Speaking Framework.”
- Promote your freebie consistently across your social media accounts, your website, and through collaborations.
- Think of your freebie like a great resource you’re proud of. Share it consistently on Instagram, Facebook, LinkedIn, your website, and during collaborations. The more places it appears, the more chances you have to grow your list with the right people.
3. Segment Your Online Course’s Audience
Know who’s warm and who’s still cold. Your 3% are usually opening every email, clicking links, and showing up to your webinars. Speak directly to them.
But also create nurturing content for the other 97%. Case studies, testimonials, stories, and helpful tips. This is where long-term trust is built.
4. Track Your Online Course Numbers
After each launch, divide your number of buyers by your list size. That’s your real conversion rate. Write it down. This becomes your baseline for improvement.
If your rate is under 1%, maybe your messaging needs refining. If it’s over 2%, you’re already doing better than most. Keep your momentum and ask for feedback and suggestions from your audience.
Start Building a Steady Online Course Strategy
Going viral sounds fun, but you’re far better off building a steady, growing base of loyal customers who trust you.
So forget about the pressure of hitting massive numbers right away. Focus on building solid systems such as:
- Weekly emails packed with high-value content that educates, inspires, or solves real problems
- Micro-offers or low-cost products (like $7 templates or $27 mini-workshops) to move cold leads closer to becoming paying students
- Authentic connections through social media, live Q&As, or casual webinars where people can engage with you and ask questions
That’s the foundation of a long-term, profitable online course business.
It’s not an overnight journey, but it’s sustainable and doable.
Action Steps (Your Quick Online Course Launch Checklist)
This checklist is your step-by-step guide to planning and launching your online course with clarity and confidence. If you’re just getting started or even fine-tuning your offer, these steps will help you focus on what moves the needle.
✅ Write down your income goal.
Be specific. For example, if you want to make $5,000 from your launch, write that down.
✅ Divide it by your course price.
If your course is $250, you’ll need 20 buyers.
✅ Multiply that buyer number by 50 (for 2%) or 100 (for 1%) to estimate the needed list size.
At 2% conversion: 20 buyers × 50 = 1,000 subscribers
At 1% conversion: 20 buyers × 100 = 2,000 subscribers
✅ Create a lead magnet to build your list.
This could be a helpful checklist, a mini-course, a downloadable workbook, or a short training. Make it valuable and relevant to your course topic.
✅ Set up your nurture content.
Schedule emails that deliver tips, success stories, behind-the-scenes insights, or quick wins. This builds trust and positions you as the go-to expert.
✅ Track and adapt
Monitor your numbers: email open rates, click-through rates, and actual conversions. Use the data to improve your work.
Conclusion:
Data says around 3% of your audience is ready to buy. They’re the ones engaging with your posts, attending your events, and actively looking for a solution like yours. Keep showing up for them and make their buying journey clear and simple.
However, don’t forget about the remaining 97%.
They’re not ignoring you. They’re just not ready yet. They’re still observing you and slowly building trust.
Use weekly emails to stay in touch. Share helpful content on social media. Build a strong community around your offer through a free guide or online event. This will gently pull them closer and plant the seeds of connection for future conversions.
For more tips on building a strong online community, check out our article ‘How to Build an Online Community That Powers Growth Without Burnout.’
And remember, while you serve the 3% of your audience with confidence, be sure to nurture the other 97% with patience and intention.
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