(Without Sabotaging Yourself Along the Way!)

Ah, the excitement of launching an online course! You’ve got the brilliant ideas, the knowledge to back it up, and a fierce desire to share it with the world. But here’s the catch—who’s going to buy your course if no one’s waiting for it? It’s like throwing the best party ever but forgetting to send out the invites. Spoiler alert: no one’s going to show up.

Growing an audience before you launch your course is crucial. But for many course creators, especially those of us in the professional service industry, building that audience can feel like an uphill battle. And let’s not forget about the sneaky self-sabotage that tends to rear its ugly head right when things are about to get good.

In this post, I’m going to walk you through proven strategies to build an audience, why your email list is your secret weapon, and how to use social media effectively. Plus, I’ll sprinkle in a little real talk about the self-sabotaging behaviours that can creep in during these activities—and how you can overcome them with grace (and maybe a bit of humour).

Let’s dive in!

1. Proven Strategies for Audience Growth (and How to Sidestep Self-Sabotage)

You’ve likely heard it before—“build it and they will come.” But when it comes to online courses, you need to build it, promote it, nurture it, and make sure they know exactly why they should care. Here’s how:

Create Valuable Content Regularly

You know your stuff—so share it! Whether it’s blog posts, videos, podcasts, or social media posts, providing value on a regular basis is a great way to attract and engage your audience. Share tips, answer common questions, and solve problems your ideal students are facing.

Self-Sabotage Alert: “I don’t have anything valuable to say.” Oh yes, this is a classic. You might catch yourself thinking that everyone else is already talking about what you want to share or that no one really cares. This is Impostor Syndrome in action.

How to Manage It: Remember, your voice and your experience are unique. Even if others are talking about the same topic, your take on it will resonate with the right people. Keep showing up!

Leverage Your Existing Network

You don’t need to start from scratch—chances are, you already have a network of colleagues, clients, or friends who are interested in your course topic. Reach out to them! Let them know what you’re working on and invite them to follow along.

Self-Sabotage Alert: “What if they think I’m annoying or pushy?” Fear of judgment can be paralyzing, making you hesitate to even tell people about your course.

How to Manage It: Remind yourself that you’re not selling snake oil; you’re offering something valuable. If someone isn’t interested, that’s okay! You’re not forcing anyone—you’re simply inviting them into something that could help them.

Collaborate with Industry Peers

Collaboration is a fantastic way to grow your audience—think guest blogging, joint webinars, or podcast swaps with women in similar industries. When you collaborate, you’re borrowing each other’s audiences, which can lead to fresh followers for both of you.

Self-Sabotage Alert: “Why would anyone want to collaborate with me?” Hello, comparison trap. You might feel like everyone else has it together and you don’t belong in their space.

How to Manage It: Reach out anyway. Worst-case scenario? They say no. Best case? You collaborate and both of your audiences grow. Remember, collaboration is a win-win for everyone.

Host Free Workshops or Webinars

Nothing builds trust like giving people a taste of what you have to offer. Hosting a free workshop or webinar related to your course topic is a great way to connect with your audience and give them value upfront. At the end of the session, encourage attendees to join your email list to stay updated on your upcoming course.

Self-Sabotage Alert: “What if no one shows up?” The fear of crickets is real, my friend. But let’s be honest—this is a numbers game. Not every event will be packed, and that’s okay.

How to Manage It: Even if only a handful of people show up, treat them like VIPs. It’s all about quality over quantity. And with time, your numbers will grow.

2. The Importance of an Email List (A.K.A. Your Golden Ticket to Course Success)

If social media is like renting a space in a crowded shopping mall, your email list is like owning a cozy little boutique where you can connect with your customers anytime. Social media algorithms change, but your email list is yours, and it’s the best way to directly reach your audience.

Why an Email List Matters

An email list allows you to stay in touch with your audience on your terms. Your emails land directly in their inboxes, where you can nurture relationships, share valuable content, and—when the time comes—promote your course without worrying about an algorithm hiding your message.

How to Start Building Your List

Create a lead magnet—a freebie that your ideal students will love. This could be a checklist, a workbook, or a short guide related to your course topic. For example, if you’re a financial consultant, offer a “5-Step Guide to Saving for Retirement” as your lead magnet.

Self-Sabotage Alert: “What if no one downloads my freebie?” Perfectionism might kick in here, making you feel like your lead magnet has to be flawless or people won’t sign up.

How to Manage It: Done is better than perfect. You can always improve it later. Just get it out there and see how people respond!

Nurture Your Subscribers

Once people join your email list, don’t just leave them hanging. Send regular emails that provide value, share behind-the-scenes insights into your course creation, and get them excited for what’s to come.

Self-Sabotage Alert: “What if I don’t know what to say?” Ah, the fear of sounding uninteresting can stop us in our tracks.

How to Manage It: Pretend you’re writing to one person—your ideal student—and imagine the kind of emails that would make their day better. Be conversational and helpful.

3. Using Social Media Effectively (Without Falling Into the Scroll Hole)

Social media can be an incredibly powerful tool for growing your audience—if you use it strategically. Here’s how to make the most of it:

Choose the Right Platforms

Don’t spread yourself too thin. Pick 1-2 platforms where your ideal audience hangs out. If you’re a career coach, LinkedIn might be your jam. If you’re a fitness instructor, Instagram might make more sense.

Self-Sabotage Alert: “But shouldn’t I be everywhere?” No. Being active on every social platform is a surefire way to burn out. You’ll end up doing a mediocre job everywhere instead of excelling in one or two places.

How to Manage It: Focus on where you can have the most impact. It’s not about being everywhere—it’s about being where it matters.

Promote Your Lead Magnet on Social Media

Your lead magnet is the bait that draws people to your email list. Share it regularly on social media with clear calls to action. And don’t be afraid to mention it multiple times—people need to see things more than once before they take action.

Run Ads (If You Can)

If you have a little budget to spare, running Facebook or Instagram ads can help you grow your email list quickly. Target people who are already interested in your course topic for maximum impact.

Self-Sabotage Alert: “I’m not techy enough to run ads!” Yes, you are. It’s just one more skill to learn.

How to Manage It: Take it one step at a time. Start small, experiment, and learn as you go. You’ve got this!

Conclusion: Start Building Your Audience Today (and Grab My Free Lead Magnet Guide!)

Building an audience before you launch your course is all about showing up, providing value, and giving people a reason to follow along. And while self-sabotage may try to sneak in, it doesn’t stand a chance if you keep pushing forward.

Remember to create content, leverage your network, and nurture your email list. Choose the right social media platforms, promote your lead magnet, and, most importantly, don’t let fear or perfectionism hold you back.

Speaking of lead magnets, I’ve created a fantastic step-by-step guide to help you create your own effective lead magnet—because we all know that’s the golden ticket to building your email list.

Sign up for my newsletter to grab the guide and get more actionable tips for building a successful online course business. See you on the other side!