【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。

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