The online course market is booming and is expected to reach R$1.55 trillion by 2029. Even after the boom caused by the pandemic, the demand for online education and training continues to grow, as most people prefer the flexibility and comfort of learning from their own homes, avoiding the expense and hassle of traveling to in-person classes.
"Selling online courses is an excellent opportunity to monetize your knowledge. The key is understanding that, with the right strategy, you can transform this activity into a significant source of income," says Thassia Piezzaroli, an expert in information products, digital marketing, and digital positioning, and partner at Natalia Beauty in the education sector.
According to Piezzaroli, earnings from online courses can vary widely and depend on several factors. "As an online instructor, also called an expert, you can earn anywhere from a few thousand reais per year to a six- or seven-figure income. Creating the course is only part of the process. Marketing and sales efforts, along with building your personal brand, can make all the difference," he says.
Some factors that affect your potential revenue, according to the expert:
Course price: A course can be sold for 25 reais or 2,500 reais, for example. This factor directly influences the number of sales needed to reach your revenue goals. It's important to align the price charged with what's offered, taking into account time in the market, experience, results, and influence.
Target audience: Having an email list, social media followers, or a YouTube channel can increase your chances of success. The larger and more engaged your network, the more clients you can expect. That's why a large part of an expert's job is to create content for social media to grow their influence and community.
Marketing and sales experience: Those with prior experience in online sales tend to have higher conversion rates. "Of course, it's not impossible to learn. When I started, I knew nothing about these subjects, and I dedicated myself to learning, so it's possible to excel even without prior knowledge."
Customer loyalty: Loyal customers who buy repeatedly can improve your revenue over time, we call this customer recurrence.
Is it worth the investment? Do the math!
According to Piezzaroli, to determine your potential revenue, the best formula is: revenue = audience size x average conversion rate x course price. "For example, if you have 1,000 subscribers and a conversion rate of 5% for a R$500 course, your revenue would be: 1,000 x 0.05 x 500 = R$25,000. Remember that the value of the course can be increased through brand recognition, expertise, quality content, and a lucrative and relevant topic," he states.
To calculate your profits, consider your fixed and variable expenses. "Fortunately, the additional costs per customer for online courses are low, so whether you sell one or 100 courses, the costs are the same, but you may incur additional expenses with advertising and paid traffic. The formula is simple: profit = revenue – production costs – marketing expenses – other costs," explains the expert.
Selling courses online can not only generate substantial income but also bring several significant benefits. One of the main ones is improving your personal brand, as having sufficient knowledge to be conveyed as a reliable source increases credibility in the market. Furthermore, selling online courses allows you to develop a loyal customer base, creating a loyal audience that continually seeks out new products.
"Another advantage is the opening of new business opportunities, enabling partnerships and commercial expansion. With dedication and the right strategies, it's possible to transform online course sales into a profitable and sustainable career. The market is more receptive than ever to digital education, and those who know how to seize this opportunity can achieve incredible results," concludes Thassia Piezzaroli.
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