Presentation online course marketing and tracking. The top mistakes made and how to avoid them. Produced by smartbrandmarketing.com & wemarketonlinecourses.com (based on work with 170+ clients).

1. TOM LIBELT
How To Stop Wasting Money On Marketing Your
Online Course

2. Who Is This Guy?
● Have been in sales and marketing over 15 years
● Owned three brick and mortar businesses
● Runs a Course Marketing Agency & an SEO Agency
● Worked with 150+ course creators
● Responsible for over 7 figures in course sales in the last 12 months
● More info at tomlibelt.com

3. How many online
courses can you sell?
All of them

4. Strategy and Tactics To Start Paid Ads
1. Track Your Marketing
2. Find Your Message
3. Rack The Shotgun
4. Narrow in & Scale

5. 1. Track Your Marketing
Google and Facebook lie about their numbers. They are usually off by
30% when it comes to conversions (over or underreported).
Google Analytics does a poor job when traffics jumps between
platforms.
You should know how users interact with your key pages.

7. Sales Funnel Tracking - Traffic Overview

8. Where is my traffic coming from?

9. Reverse Engineering Sales

10. Heat Maps

11. The Tools we Use
1. Heat Map - Key Pages (Hot Jar - Free)
2. Entire Sales Conversation (Funnelytics - Not Free)
Wetrackyourmarketing.com (Our Service to get Funnelytics at 80%
off)

12. 2. Find Your Message
Whenever possible you want to use your current audience to test your
messaging before testing other platforms.
It is the most cost effective thing to do.
This means starting with the platform you are used to (ex: email list,
facebook, Linkedin etc…)

13. Create Variations
Test 1 - We typically start with 6 variations.
On FB it might be a variation of 2 images & 3 pieces of copy & 6
headlines.
Ad 1 - Image 1 | Copy 1 | Headline 1
Ad 2 - Image 2 | Copy 1 | Headline 2
Ad 3 - Image 1 | Copy 2 | Headline 3

14. Create Variations
Test 2 - Define the message
Let’s say Ad 1 & Ad 3 from Test 1 showed best results.
Image 1 | Copy 1 or 2 | Headline 1 or 3

15. What This Looks Like

16. 3. Rack The Shotgun
Now you pick the platforms where you think your clients hang out and
use the “message” from the previous step to test the waters.
Ex: Instagram, Twitter, Linkedin, Pinterest, Adwords, Youtube,
Facebook etc…
I like to start with three or four unless you have a large budget.

17. Rack The Shotgun

18. The Answers are in the Data
If you are tracking your marketing then it is easy to see which of the
platforms is bringing in the sales.
Reverse Engineer the traffic.
The platforms that are not working should be shut off fast.

19. 4. Narrow in and Scale
Double down and perfect one platform before moving on the next.
It only takes one traffic source (audience) and one message (always run
small tests with variations) to make mid six figures with paid ads.
My usual methods
On FB & IG: Remarketing > Lookalikes > Custom Audiences
Adwords: Specific keywords > phrases > broad
Youtube: Target specific videos > channels > keywords

20. What you think is working

21. What is actually working

22. Don’t Stop Testing
Nothing works forever.
If you create an amazing ad… start testing others in case it fails.

23. Don’t Stop Testing

24. Don’t Stop Testing

25. Don’t Stop Testing

26. Biggest Takeaway
**Don’t spend one dollar on marketing without proper tracking in place.**

27. Our Service
If you’d like to finally track your marketing efforts properly (and help with
initial setup):
FILL THE GAP IN YOUR FUNNEL OFFER
→ wetrackyourmarketing.com