Introduction
A well-designed launch funnel is the wiring that connects awareness, enrollment, and advocacy—especially in a co-produced course. With two instructors, you have twice the insights, voices, and influence. But without a coordinated funnel strategy, your message may seem fragmented. This article offers a comprehensive roadmap to launch funnels built for collaboration: optimizing awareness, nurturing leads together, converting enrollments, and turning students into promoters.
1. Align on Launch Funnel Objectives
Begin by defining clear, shared goals:
- Target number of email sign-ups for pre-launch
- Desired webinar or challenge registrations
- Enrollment targets for launch day and week
- Post-launch referral and advocacy expectations
Identifying objectives binds your efforts and helps design cohesive funnel steps.
2. Develop a Shared Funnel Strategy
Co-producers should collaborate on:
- Audience targeting: niche breakdown, pain points, channel preferences
- Funnel architecture: email nurture, webinar, evergreen options
- Brand messaging: shared value proposition and tone
- Roles: who handles what—content, outreach, live hosting, follow-up
A unified strategy avoids misalignment and maximizes impact.
3. Create Awareness Content Together
Use both voices to stand out:
- Publish blog posts: co-authored pieces introducing course benefits
- Release video teasers featuring both instructors discussing pain points
- Create social media content: behind-the-scenes, tip circles, personal stories
Unified visibility in awareness builds authority and rapport.
4. Build a Co-Branded Lead Magnet
Design a free resource to capture emails:
- Use both names/logos on design
- Incorporate perspectives from each instructor in text and visuals
- Ensure content aligns with course topics and funnel positioning
- Showcase joint signature—two working together = stronger credibility
A co-produced lead magnet introduces both voices from the start.
5. Design a Joint Email Nurture Sequence
Your email sequence should reflect unity and progression:
- Email 1: A warm welcome from both instructors
- Email 2: Share your shared mission and teaching style
- Email 3: Provide actionable tips, showing instructor expertise
- Email 4: Invite to webinar or challenge, co-hosted
Maintain consistent tone, visual identity, and send cadence.
6. Host a Dual-Lead Webinar or Challenge
Live events establish connection and trust:
- Begin with co-introductions and complementary teaching segments
- Use collaborative slide decks reflecting both voices
- Handle Q&A jointly—students ask either instructor
- Include a co-branded offer, specifying benefits of your partnership
Live collaboration builds empathy and conversion potential.
7. Follow Up with Behavioral Segmented Emails
After webinar/challenge:
- Segment attendees, partial attendees, and absentees
- Send customized emails, with each instructor addressing relevant outcomes
- Share additional value from their combined curriculum
Personalized follow-up improves engagement and conversions.
8. Launch Enrollment with Amplified Co-Promotion
On launch day:
- Both instructors send “We’re now open!” emails
- Declare limited-time bonuses or early-bird perks
- Use joint social media content and ads showing co-teaching strength
- Coordinate launch livestreams, Q&As, and affiliate pushes
A fully synchronized launch creates momentum and urgency.
9. Provide Joint Bonus Offers
Strengthen the offer with co-created extras:
- Office hours from both instructors
- Additional mini-modules or templates
- Co-branded digital swag or community perks
- Recognition (“Founding Member” badges signed by both)
Bonuses reinforce joint effort and value.
10. Implement Cross-Promotion in Partnerships
If you have external partners:
- Offer webinars or resources co-hosted with them
- Share affiliate links that reflect your dual endorsement
- Provide partner-branded materials using your co-produced identity
Aligned cross-promotion expands reach and maintains coherence.
11. Launch Ads Featuring Both Voices
Paid ads should reflect co-branding:
- Use dual image/video ads with both instructors
- Rotate single-instructor variants for testing
- Include co-created testimonials or case studies in copy
- Target lookalike audiences based on both instructor lists
Ads reinforce your brand identity and test voice resonance.
12. Use Social Proof from Co-Produced Experiences
Include stories that reflect your joint teaching:
- Testimonials referencing partnership impact
- Photos or video reviews displaying both co-instructors
- Social equity (e.g., “Led by Jane & Joe”) to strengthen authenticity
Student voices validate the co-production message.
13. Create a Post-Launch Nurture Path
After course opens:
- Send “Welcome aboard” emails from both instructors
- Host live Q&A or meet-and-greet sessions
- Send educational emails with co-teaching synergy in messages
- Provide access to community with introductions/facilitation by both
Early engagement cements co-branded course identity.
14. Deepen Engagement During Early Access
In the first weeks:
- Co-host office hours on specific modules
- Conduct guest prompts from each instructor
- Provide module review sessions alternating between the two
Visible engagement builds deeper student trust early.
15. Launch Referral Incentives for Students
Encourage students to share:
- Offer bonuses when a friend enrolls via their link
- Provide co-branded digital swag or partner session
- Recognize top referrers publicly within course
Co-branding extends to the student ambassador experience.
16. Gather Launch Feedback Promptly
Post-launch surveys:
- Ask about messaging clarity, teaching synergy, conversion experience
- Use separate questions for each instructor’s contribution
- Implement feedback before evergreen transitions
Quick wins build credibility and show responsiveness.
17. Convert to Evergreen with Co-produced Funnels
Post-launch, maintain pipeline:
- Use webinar recordings co-hosted with both instructors
- Send weekly evergreen nurture—email, video tips
- Use quizzes to recommend paid course sequence
Use tools to automate your co-produced voice consistently.
18. Host Regular Co-Led Live Events
Keep funnel alive:
- Run monthly productivity or mastery workshops
- Promote new cohorts or module additions
- Maintain live touchpoints to boost retention and loyalty
Ongoing engagement nurtures community and sales.
19. Refresh Offers Based on Data
Use analytics to optimize:
- A/B test offers between single vs. dual instructor mention
- Test bonus structures and contrast in email headlines
- Refine paid ads based on CTR and conversions by voice variant
Data helps you understand which co-produced elements drive results.
20. Plan for Future Funnel Iterations
Learn and improve:
- Document funnel workflows and outcomes
- Hold post-mortem debrief with timelines, metrics, learnings
- Iterate content, marketing, webinar slides, email sequences
- Build version 2.0 funnel layer by layer
A living funnel keeps your co-production scalable and relevant.
Conclusion
A high-performing launch funnel amplifies the strengths of both co-creators—streamlining awareness, conversion, and advocacy in a unified voice. By coordinating every touchpoint—from lead magnet to live webinar to evergreen nurture—you maximize reach, enrollment, and long-term loyalty.
Let your collaboration shine through each phase of the funnel—and watch enrollment soar as two voices become one powerful teaching duo.