【案例】復健教練如何透過網上課程創造被動收入

教學是一個很特別的業務。除了賺錢以外亦能幫助別人,有更大的滿足感。Jay Lam 是一位復健教練, 幫助學生透過各類舒展運動舒緩都市痛症。

他不時於自己的 YouTube 頻道上傳教學影片,累計已超過了200萬瀏覽次數。 他過去一直使用現場開班的教學模式,於2018年 他錄影了第一個復健運動網上課程。在廣東話市場內未見過同類型的網上教學,只抱著實驗的心態去試。 結果卻比想像中好。

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他的網上課程由 2018年6月開始於 Facebook 推廣,截至現時為止, 累計收入超過8萬港元。廣告回報率 172 % 。

以下是按月的單一網上課程收入載圖:(他之後錄影了其他系列的網上課程)

收入需不算多,但從用另一個角度看,網上課程只需錄影一次,能長遠為他帶來額外的被動收入。

連帶他的專頁粉絲、群組成員及電郵名單亦同步增長。長遠亦幫助他現場課程收生。而更重要,他的教學可幫助更多人,發揮更大的影響力。


常被濫用的「被動收入」

開始寫這案例時,思考了一會應是否使用「被動收入」這個詞語。不用多說都知道很多課程常強調透過被動收入達至「財務自由」。

這裡我想先說明,如果你建立網上課程單純是為了賺取被動收入,而焦點沒有放在真正幫助學員,相信你的網上課程會難以成功。

無論是什麼課程,最終都以學員成功代表自己的成功。


為什麼要建立網上課程?

現場的課程共有三個局限:

  • 現場課程局限於地區,過去一直在香港開班,但網上課程可吸納不同地區的學生。有來自加拿大的華人報讀了 Jay 的網上課程
  • 現場課程局限於時間,過往必須親自面對面開班,網上課程不受時間限制,在 Jay 離開香港,怎至睡覺的時候,仍能獲得額外收入
  • 現場課程局限於成本,需要租用場地,而且是小班教授,故此收費不能太平宜。網上課程可吸納較低預算的學員

在西方市場,網上學習已經發展很久,有不少的網上學習平台。但在華人市場, 網上課程不算流行。雖然市場上未見到有復建運動類的網上課程參考,但我仍然鼓勵 Jay 要去試一下。


如何建立網上課程

我過去已寫過一篇文章,分享網上課程所需要的基本配置,故不再於這裏重複。

Jay 的網上課程是21日的影片教學。他使用 iPhone 拍攝並使用 AirPods 無線收音。影片使用 iMovie 剪接。

由於 Jay 的網站本身是使用WordPress , 故此他使用 Plugins 「MemberPress」 作為會員網站。一年的費用約$1100港元 (140 USD)。

學員使用信用卡網上購買便後,系統會自動傳送收據及登入電郵,便可使用電腦或手機登入觀看影片。

過去可能要花十數萬元去開發這類會員系統,現在只要懂得善用網路上的工具, 可大大節省系統成本。


如何銷售網上課程

他已經有一班學生,另外他的 Youtube Channel 亦累積了一定數量的訂閱者。 換句話說,他已經有一定數量信任高的潛在客戶。以下是他的銷售方式:

  • 現場課程完結時介紹給學員
  • 在 Facebook 專頁和自己的群組中貼文通知
  • 他的書本藉作中有提及
  • 他的 YouTube 影片中有連結購買

以上是最簡單有效的方式,但並不足夠。過程中發現他未有積極建立電郵名單。本地市場有一個常見誤解,就是認為電郵營銷已經過時。


為什麼需要建立電郵名單?

你有聽過MySpace 、Xanga、 Yahoo Blog 這些平台嗎? 追隨者會隨著平台而消失。但這些用戶有什麼共通點?就是都以電郵註冊戶口!

無論是Facebook 、IG、 Google、 YouTube這些都是別人的平台。唯一不依賴任何平台。可隨時發送訊息,操控在任何時間內,導流用戶到特定頁面。

唯有電郵是中立,不需要依賴任何平台、隨時帶得走,真正的潛在客戶名單。

另外Facebook專頁的自然觸及率每況愈下, 電郵可視之為多一個渠道發送你的內容。

請留意, 我不建議購買電郵名單。 有效的電郵營銷是需要持續提供價值內容提升信任。


使用小甜頭吸納電郵名單

要吸納電郵名單,主要的做法是透過價值內容 (Blogging),從而吸納高質素的自然流量。亦可以配合付費流量, 在 Facebook 或 Google 以廣告形式將內容投放目標學員 (即上班族),然後文章內鼓勵讀者訂閱。

一些參巧數據,文章的訂閱率一般要達到 2~3 %。 即平均一百個點擊入文章, 當中有 2~3人會留下電郵訂閱。

要更快速的增加電郵名單數量, 需要配合小甜頭。即針對目標受眾一個指定問題提供一個解決方案,從而吸引潛在客戶留下電郵。

透過小甜頭吸納電郵, 訂閱率可提升十倍至 20-30%。

由於這文章的重點專注於網上課程,不想花太多篇幅講解營銷技術。如你想了解小甜頭營銷策略,可參考我另一篇的文章


如何使用自動化電郵發送小甜頭

Jay 的小甜頭是免費的 7日網上課程,配合使用營銷自動化工具 ActiveCampaign,設置了連續七日的 7am 發出電郵。入面有連結觀看影片 。

然後於等七日的影片未段,會介紹付費的網上課程。同時亦設置了電郵自動跟進銷售。

以免費網上課堂作為小甜頭,除了可以大量吸納有質素的名單,同時可以讓參加者體驗一下網上課程是怎樣。

參加者除了會從電郵獲得影片連結,亦可加入Facebook 群組發問。 故此, 除了電郵名單, Facebook 群組人數亦有一個增長。

如果你還未建立過網上課程,不建議一開始時就使用這麼進階的營銷工具。第一個的網上課程,應專注確保課程內容是真正學員需要。


總結廣告回報及心得

他的網上課程由 2018年6月開始於 Facebook 推廣,廣告費支出(只包含推廣網上課程費用) $32,183 。

只計網上課程收入,截至現時為止共 $ 87,530。當中帶動到現場課程的收入未有計算在內。

除了收入以外,他的 Facebook 群組由 0 開始增長到 6,200人。


他的 Facebook 專頁在推出網上課程後,由6000增長到超過 16,000人。


他的電郵名單由 0 開始增長到 14,000。

成功不會在一夜發生,他過去一直努力透過價值內容累積了大量信任。亦讓我回想自己的網上課程,見到第一個海外學生購買自己的網上課程,那一刻有很大的成就感。


如果你亦是一位導師,想建立自己的網上課程但不知從何入手,歡迎點墼這裡學習。

Leave a Comment:

8 comments
KS says July 17, 2019

Want to know more

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    israelnightclub.com says April 29, 2022

    Can I just say what a comfort to find somebody who really knows what theyre talking about on the web. You definitely understand how to bring an issue to light and make it important. More people have to read this and understand this side of your story. I was surprised that you arent more popular because you surely possess the gift.

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bpklHYxXMR says April 18, 2022

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    israelnightclub.com says April 29, 2022

    Can I just say what a comfort to find somebody who really knows what theyre talking about on the web. You definitely understand how to bring an issue to light and make it important. More people have to read this and understand this side of your story. I was surprised that you arent more popular because you surely possess the gift.

    Reply
israelnightclub.com says April 29, 2022

Can I just say what a comfort to find somebody who really knows what theyre talking about on the web. You definitely understand how to bring an issue to light and make it important. More people have to read this and understand this side of your story. I was surprised that you arent more popular because you surely possess the gift.

Reply
israelnightclub.com says April 29, 2022

Can I just say what a comfort to find somebody who really knows what theyre talking about on the web. You definitely understand how to bring an issue to light and make it important. More people have to read this and understand this side of your story. I was surprised that you arent more popular because you surely possess the gift.

Reply
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