Whether you’re building a content-based business or simply want to create passive income streams, an online course is an excellent idea. Unlike traditional courses in which you’re present for every lesson, Kajabi courses allow you to share your expertise 24/7. For a full-featured course platform that integrates with your email marketing, look no further than Kajabi. Here’s how to get started with your very first course.
Before you start digging into Kajabi, map out your course and target personas. The more you can plan out in advance of uploading content to the Kajabi learning platform, the better. You’ll need to connect your material across different parts of the platform, so it’s worth your time to fully flesh out your course before logging on.
In the Information Age, people are often reluctant to pay for content they could find for free. You should have a deep understanding of your ideal students and what drives them to take your course. What differentiates your content from all the rest? What kind of assistance or guidance can prospective students expect from your course? Go ahead and map out your buyer journey and sales funnel. For example, you may publish a worksheet as a lead magnet, then funnel those leads to the related course.
Next, make a clear outline of your course materials. The best approach is to divide your content into bite-sized chunks. Map out how each module leads into the next one, and conclude the course with a call-to-action (perhaps to book your services or take a more advanced course).
Once you have a detailed layout of your course content and personas, it’s time to start configuring Kajabi.
An online course is a powerful way to build a community around your brand, so make sure that your content is fully aligned with your brand identity. Start by filling out your profile with your logo, instructor bio, and Kajabi makes it easy to add your logo, instructions bio, and use your company email addresses to send messages to students. Be sure to fill out your profile so that your Kajabi emails can include your contact information to be compliant with spam regulations. (For assistance with marketing configurations, click this affiliate link that entitles you to 4 hours of consultation and setup support.)
You can set up payment gateways through Stripe and PayPal, giving your customers some flexibility. If you’re selling subscriptions, Kajabi makes it easy to establish secure recurring charges. With Kajabi’s full integration with both providers, it’s also simple to send receipts, issue refunds, and resolve any payment issues.
Next, make sure you connect your Kajabi course to your Facebook Pixel, which allows you to run retargeting campaigns based on your customers’ activity with your course. For example, if they start to check out then abandon their purchase, you can show them a Facebook ad encouraging them to return.
Finally, configure Google Analytics for your course. This will show you where your visitors are coming from, where they’re located, and how they’re moving between and within your various digital channels.
The beauty of Kajabi is its extreme flexibility. Whether you want to offer a full online course, a mini version, a coaching program or community, or just some gated content (worksheets, swipe files, exclusive blogs and videos, etc.), you can do it in Kajabi — and with the platform’s easy-to-use Product Blueprints.
You can also host your lead magnets on Kajabi to drive leads to your course or gated content. (Here are my tips on growing an email list.) Thanks to Kajabi’s internal integration functionalities, you can track buying journeys across pages.
Once your content is loaded, you can start building connections among your various products and with your external channels. Kajabi Pipelines offer a simple way to nurture leads and automate the buying process. As with your basic products, you can use Kajabi’s Pipeline Blueprints to easily build sales funnels.
The ideal sales funnel nudges people along their buying journey, from Awareness to Consideration to Decision. While you can certainly drive traffic to your Kajabi content from external posts and pages, you can also host freebies and build sales pages right in Kajabi. (Check out my tips on how to get opt-ins through quality content.) The chief benefit of the Pipeline Blueprints is that you can instantly generate the appropriate email sequences and landing pages to nurture your leads.
Remember, you need to present your Kajabi membership site as the obvious, unavoidable solution to your target customers’ problems. Craft your landing and sales page to speak to their pain points and tease the content in your course. Don’t give away too much for free — your goal is to create intrigue and compel leads to sign up. Kajabi’s streamlined funnels and checkout gateways make it easy for them to do so.
Kajabi allows you to send two types of Email Campaigns: Broadcasts and Sequences. Both are essential to nurturing leads and keeping your customers engaged. A good way to think about the difference is that Broadcasts are news-oriented, while Sequences are sales-oriented. So, you can send an email blast, newsletter, or general update to your audience. These can help you keep in touch with subscribers, alert them to new content, or encourage them to come back for another course. Broadcasts can be sent on-demand or at a pre-scheduled time.
Meanwhile, Sequences are tied into your sales funnel. They are akin to the drip sequences you might create in a classic email marketing provider, but in Kajabi, they’re fully integrated into your content. Sequence emails are sent when triggered rather than at a certain date and time. Triggers happen when your visitors or leads click on a certain link, visit your landing page, etc.
To optimize both your Broadcasts and Sequences, you need to segment your audience. Read on to learn how…
A one-size-fits-all approach simply doesn’t work for email marketing. Each of your leads, customers, and subscribers is unique, but you can group them by shared pain points, motivating factors, and activities with your content. Once you’ve segmented your contacts, you can send targeted messages, special offers, etc. (Tip: I provide more details on segmentation in this blog.) Targeted campaigns are infinitely more effective than catch-all messages that could make your customers feel like you’re not addressing their needs.
Kajabi also allows you to track each segment’s activity, which is a great way to evaluate how your funnels and content are performing for various parts of your audience. As you continue to create and refine your content and funnels, look at your segments’ results to see which approaches are working well and which could be revisited.
As I mentioned above, Kajabi’s email sequences are ideal for nurturing leads down your sales funnel and ultimately converting them into customers. You can create email sequences to send to people based on where they are in your funnel, what products they’ve purchased or subscribed to, their activity on your channels, and so on.
Sequences depend on automations, which you can configure based on different triggers. You can also add automations to other types of Kajabi content, including forms and events. Depending on your Kajabi plan, you can choose basic automations, which are based on When and Then triggers (e.g., a lead’s action on your landing page), or advanced automations, which incorporate special conditions. For example, if you only want to promote an offer to customers you’ve tagged a certain way in your audience, you can do so with Advanced Automation after they’ve completed an action (e.g., completed your course, purchased access to a piece of content).
Part of the fun of online courses versus static gated content is that you can mimic the urgency and excitement of live events. Kajabi events include product launches, webinars, and even in-person events. You can accept registrations through Kajabi forms and link the event experience to your content. For example, you could host a webinar, after which participants gain access to exclusive worksheets or courses.
Events are also ideal for creating a sense of community around your brand. Just as going live on social media helps stimulate interest in your content, a Kajabi event gets all your customers in the same place (if only virtually) at the same time. This is a great way to boost engagement and motivate further purchases.
Back in Step 2, you added Google Analytics to your account. While that’s necessary to track external traffic to your content, Kajabi has plenty more data for you to examine. At a glance, you can see your overall revenue, subscriptions and memberships by the numbers, conversion rates, and more. You can also see how each customer is progressing through each of your products, which is ideal if you need to send them a nudge to finish their course. Be sure to check out your metrics by date range, too; this can help you identify how certain seasons, world events, or times of the month impact your sales and engagement.
As with any marketing strategy, you should identify your Key Performance Indicators and set goals for each month, quarter, and year. Decide how many sales of each type of Product you need to make to (a) breakeven and (b) generate a profit. Take note of which pages or channels are converting the best, and tweak them to boost your results.
In sum, Kajabi allows you to track your results with robust analytics, both internal and external, then modify your strategy and content accordingly.
Phew — we’ve covered a lot of ground! You should now have a solid foundation for launching and marketing your first Kajabi course. To expand your business and really tap into the platform’s power, you can expand and diversify your content for a growing audience. Kajabi makes it easy to set up recurring subscriptions and various access levels, which allows you to create membership tiers. If you’ve been keeping an eye on your analytics, you can easily identify opportunities to bring your customers back for more. Plus, Kajabi allows you to create private communities to benefit your VIP customers.
Don’t forget to leverage your emails! Because Kajabi easily links your email broadcasts and sequences to your content, you can easily build a highly engaged community around your brand — plus promote new learning opportunities, exclusive content, and events. Try sending discounted offers, webinar alerts, and download links through your emails. Your audience will look forward to your campaigns as a source of goodies, and you can easily track all results through Kajabi’s integrated platform.
Kajabi pitches itself as an all-in-one marketing solution, and I have to say that’s accurate. Without Kajabi, you may struggle to connect your email marketing with your online courses, social media, website, and landing pages — or at least, it will take you many hours of configuration. Kajabi does a lot of the heavy lifting for you, plus gives you ideas for new ways to truly connect with your audience. In an era when people are easily distracted and flooded by information, that’s crucial to your business’s success.
Note: This article contains affiliate links that may provide a benefit to the author. By clicking these links and signing up for Kajabi, you will be entitled to up to 4 hours of platform support.