Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on building a waitlist for your financial literacy course, and where to best spend your pre-launch ad budget. I understand it can be overwhelming, so let's break it down.
You probably should focus on Lead Magnets...
First off, I'd say steer clear of broad awareness campaigns at this stage. Given your limited budget, it's best to really focus on folks who are actively seeking financial advice or courses. This means being strategic with your targeting. Rather than casting a wide net, hone in on those most likely to be interested in what you're offering. Think about where you can find your ideal students online.
I'd say LinkedIn could work, particularly if you're targeting specific job titles or industries. For example, you could target people early in their careers who are looking to improve their financial literacy, or those in finance-related roles. However, remember to think about where your target audience spends the most time online. Platforms like Facebook and Instagram can also be effective, depending on your ideal student profile. Consider whether your audience is more likely to be on professional networking sites or social media platforms.
One thing we find works really well is using lead magnets. Instead of launching straight into promoting your course, try offering a valuable resource upfront, such as a free guide, e-book, or webinar on a related topic. For instance, you could create a guide on "5 Steps to Budgeting Like a Pro" or host a webinar on "Investing for Beginners." The key is to provide something of genuine value that will entice people to sign up for your email list. You can then nurture these leads with more information about your course over time, building anticipation and excitement for the launch.
You'll need a Simple Ad Account Structure...
When it comes to your ad account structure, my advice is to keep it as simple as possible, especially at the start. You don't want to overcomplicate things, as this can make it harder to manage and optimise your campaigns. Instead, create one campaign for each platform you're using (e.g., Facebook, LinkedIn, etc.), and then create a few ad sets within each campaign to target different interests, demographics, or behaviours. For instance, on Facebook, you could create ad sets targeting people interested in personal finance, investing, or budgeting.
Within each ad set, be sure to test different ad creatives and copy to see what resonates best with your audience. I'd say split testing is always important. Try different headlines, images, and calls to action to see which combinations drive the most sign-ups to your waitlist. You can even use A/B testing to compare different landing page variations.
You'll need a top Landing Page...
Speaking of landing pages, make sure yours is absolutely top-notch. Your landing page is where people will go after clicking on your ad, so it needs to be highly persuasive and optimized for conversions. Start with a clear and compelling headline that immediately grabs their attention and communicates the value of your course. Highlight the key benefits of signing up for the waitlist, such as exclusive access, discounts, or early bird pricing. Make sure your signup form is short and simple, asking only for essential information like name and email address. The easier it is for people to sign up, the more likely they are to do so.
One thing a lot of people overlook is ensuring that their landing page is mobile-friendly. With so many people browsing the internet on their smartphones and tablets, it's essential that your landing page looks great and functions flawlessly on all devices. If your landing page isn't optimized for mobile, you could be losing out on a significant number of potential leads.
I'd say you test with Google and other platforms...
To reach a broader audience, you might consider platforms like Meta. I remember one campaign we ran where we generated 4,622 registrations at $2.38 Cost Per Registration for a B2B Software using Meta Ads. This could be a good avenue for your financial literacy course as well.
Here's a table with the main advice I have for you:
| Recommendation | Action |
|---|---|
| Focus on Lead Magnets | Offer a free guide, e-book, or webinar on a relevant topic to entice sign-ups. |
| LinkedIn Targeting | Target specific job titles or industries relevant to financial literacy. |
| Simple Ad Account Structure | Create one campaign per platform with a few targeted ad sets. |
| Landing Page Optimisation | Ensure a clear headline, highlight benefits, and a simple signup form. |
| Mobile-Friendly Design | Ensure your landing page looks and functions flawlessly on all devices. |
Following these tips should help you build a qualified waitlist for your financial literacy course and make the most of your pre-launch ad budget.
Hopefully this gives you some guidance on how to approach your waitlist. Of course, every business is different, so these are just general tips based on my experience. I’ve been working in digital advertising for several years and have helped many businesses launch products just like this. You may find that you need more personalised assistance.
If you think you could benefit from more detailed advice or a more hands-on approach, we offer free initial consultations where we can review your strategy and account together. We’re happy to have a chat and give you a taste of the expertise we can bring to your project. Don't hesitate to reach out if you'd like to discuss things further.
Regards,
Team @ Lukas Holschuh
