Creating a co-produced course is just the beginning. To ensure long-term success, it’s essential to scale the course by increasing sales, expanding the audience, and improving the learning experience. Scaling allows both the expert and the co-producer to generate continuous revenue without constantly launching new products. In this article, we’ll explore the best strategies to scale a co-produced course and build a sustainable online education business.
Why Scaling Matters in Course Co-Production
Once a course is launched, many course creators focus solely on the initial sales cycle. However, scaling a course ensures that:
- The course continues to generate revenue without constant relaunches.
- The marketing efforts compound over time, attracting more students.
- The brand authority of both partners grows, leading to more opportunities.
- The course remains competitive in an evolving market.
With the right strategies, a co-produced course can transition from a short-term launch to a long-term revenue stream.
Step 1: Optimize Course Marketing for Continuous Sales
Many co-produced courses rely on launch-based sales, where the course is promoted for a limited period and then closed for enrollment. To scale successfully, consider:
1. Moving to an Evergreen Sales Model
Instead of closing enrollment, allow students to purchase the course anytime. This approach works best when combined with:
- Automated email funnels that nurture leads over time.
- Webinars and free content that generate continuous interest.
- Retargeting ads to bring back potential buyers who didn’t enroll initially.
2. Increasing Paid Advertising Efforts
Scaling a course requires expanding the marketing budget strategically. Some key areas for investment include:
- Facebook and Instagram Ads to target new audiences.
- Google Ads for people searching for solutions related to the course topic.
- YouTube Ads to promote video-based content.
3. Leveraging Affiliate Marketing
One of the best ways to scale without increasing workload is by recruiting affiliates. These could be:
- Influencers in the niche who recommend the course.
- Students who completed the course and want to share it with others.
- Bloggers and content creators who write about the topic.
Offering a commission (e.g., 30-50% per sale) incentivizes affiliates to promote the course, expanding its reach.
Step 2: Expand the Course Content & Offer New Value
Scaling isn’t just about marketing—it’s also about making the course more valuable over time. Some effective ways to improve and expand the course include:
1. Adding Bonus Content or Updates
Courses that stay relevant tend to perform better long-term. Consider:
- Updating lessons with new strategies and insights.
- Adding expert interviews to provide fresh perspectives.
- Providing exclusive live Q&A sessions to keep students engaged.
2. Creating an Advanced or Premium Version
Instead of selling only one version of the course, offer:
- A VIP package with one-on-one coaching.
- A membership model where students pay for continued access to new content.
- An advanced-level course that builds upon the first one.
This approach increases revenue per student and provides additional value.
Step 3: Build a Strong Student Community
A highly engaged student community reduces refund rates, increases referrals, and strengthens course credibility. Strategies to foster community include:
- Creating a private Facebook group or Discord server for students.
- Hosting live Q&A calls or office hours.
- Encouraging students to share success stories and testimonials.
An engaged community also helps with word-of-mouth marketing, bringing in new students naturally.
Step 4: Automate and Delegate Tasks
Scaling requires reducing manual work by automating processes and outsourcing tasks. Some areas to automate include:
- Email marketing automation for lead nurturing.
- Chatbots or FAQs to handle common student support questions.
- Outsourcing customer support to a virtual assistant.
- Hiring a video editor to improve course production without extra effort.
By freeing up time, both the expert and the co-producer can focus on higher-impact growth strategies.
Step 5: Expand to New Markets and Languages
One of the most effective ways to scale is by reaching new audiences. Consider:
- Translating the course into other languages (Spanish, French, etc.).
- Offering localized subtitles to attract international students.
- Expanding to different platforms like Udemy, LinkedIn Learning, or Skillshare.
A course that performs well in one market can multiply its revenue by expanding globally.
Final Thoughts
Scaling a co-produced course is about increasing sales, enhancing value, and optimizing operations. By shifting to evergreen marketing, leveraging affiliates, expanding content, building a community, and automating processes, a course can become a long-term asset that generates consistent revenue. With the right strategy, course co-producers can create a sustainable, profitable business that grows over time.