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Turning your professional service into a scaleable online product

Digital Marketing, Internet Marketing, Online marketing, Product development No Responses »

May 272010

As an independent professional service provider looking to succeed online you’re going to encounter one fundamental problem. You – your time, your skills, your personality, your charisma – are not scaleable.

No matter how well you market yourself, and how much business you bring in, you can only do so much of that work yourself. Once you’re fully booked, you’re fully booked – you can’t take on more work until you stop doing something else.

How to scale your online business

There is one absolutely vital thing that you do own, however, which is valuable and truly scaleable: that’s your knowledge. By packaging your expertise effectively, and turning it into a product rather than a professional service, you do two things:

You make access to your expertise more affordable to a much wider audience
After the initial investment of creating your knowledge product you’re free to sell it to as many people as you can without much additional demand on your time and resources.

But how do you go about developing a product based on your knowledge and expertise?

Dave Navarro, AKA “The Launch Coach”, has built a successful online business showing people just like you how to do exactly that!

I’ve been working through Dave’s excellent free online marketing workbooks in the LaunchCoach Library. The workbooks take you step-by-step through:

7 steps you can take to playing a much bigger online game
7 steps to networking yourself to A-Listers
7 simple income streams that you can actually create
How to start making real money with your product in just 3 days

The thing I like most about Dave’s style is that he avoids the usual marketing hype of your typical online “gurus”, and gets straight to the meaty stuff that’s really valuable to people like you and me who are looking to turn our expertise into a scaleable online business.

I’m not a "guru." I’m just a guy who’s pretty darned
good at teaching people how to do things in a simple
step-by-step, you-can-do-this manner.

Dave Navarro – The Launch Coach

The free stuff that Dave offers is amazing – but if you’re looking to fast-track your online product creation and promotion skills, you should check out his latest offering

Two downloadable Workshops — 10 great training modules — that show you how he built his own online business, and that could be just the catalyst you need to kick start your online business.

I’m certainly going to check it out. You’ll find all the details on Creating Products that Sell & Building a Responsive List on Dave’s site.

Swagger Wagon… clever online video from Toyota

Digital Marketing, Online marketing, Video No Responses »

May 182010

Toyota’s “Swagger Wagon” videos to promote their Sienna Minivan range are getting lots of attention online. Posted to YouTube on 02 May, the video below had received more than 1.8 million views in 16 days to the time of this post.

Toyota teamed with comedy director Jody Hill to create this creative series of online videos featuring a couple of self-absorbed parents and their young family with the only vehicle that can match their awesomeness, the Toyota Sienna.

The ads seems to be resonating with parents and are generating a lot of buzz through this clever hip hop parody. Check out the full series of Swagger Wagon videos here… and watch for this one cropping up in 2010 online marketing awards later this year.

Call for Online Marketing Case Studies

Book, Digital Marketing No Responses »

Dec 092009

I’m working on a new book (a follow-up to Understanding Digital Marketing) that will be published by Kogan Page next year showcasing forty of the best digital marketing campaigns in the world.

We’re sourcing case studies from various places, and will feature a mixture of different online campaigns in the book, from award-winners to more obscure but successful campaigns from all sorts of businesses spanning a variety of industries.

We’re a bit short of time to truly crowdsource all the case studies for this edition – but we are looking for your nominations to help us identify truly exceptional examples of online marketing that we may miss through other channels.

You can use this form to submit your favourite campaign for consideration. We’ll let you know if it goes on to be featured in the book.

Thanks a million for your input.

Understanding Digital: CREATIVE coming to Dublin

Conferences and Events, Digital Marketing, Engagement, Events, Internet Marketing, Networking No Responses »

Oct 202009

Robin Grant, Nick Suckley, Matt Butterworth and Dave Birss: speakers at Understanding Digtial: Creative online marketing seminar Join me and Damian Ryan in Dublin on Thursday 05 November along with a panel of award winning online marketing creatives to learn how creativity and innovation in your digital marketing campaigns can give your business a boost.

Understanding Digital: CREATIVE will take place at the National College of Ireland in the city centre from 4-7 pm, followed by a drinks reception and an opportunity for informal networking. We’re hosting the event in conjunction with the Institute of Creative Advertising and Design (ICAD) as part of Design Week 2009.

For just €50 (€10 for current ICAD members) you get to share the expertise and insight of four leading digital creative minds.

Places are limited, and at that price they’re going fast so register now to secure yours.

The world’s best online marketing case studies

Blogs, Book, Digital Marketing, Online marketing No Responses »

Sep 022009

Wordle Cloud of the Internet Marketing Blog - ...

Image by DavidErickson via Flickr

Time to breathe a bit of life back into this blog.

Between writing and promoting Understanding Digital Marketing, work with SOHO Solo, Career Moves and other editorial commitments things have been pretty hectic. Damian and I have also just signed publishing contracts with Kogan Page to do a follow up book. So, interesting times ahead.

Distilling the very best in online marketing for you

The new book, which is set for delivery to the publishers by 31 January 2010, and should hit the shelves the middle of next year, will focus on how organisations around the world are harnessing integrated online marketing to drive their business forward, improve their ROI and enrich their relationship with their customers.

We’re in the process of putting together an international panel of online marketing experts – acknowledged leaders in their respective fields – to help us select the very best examples of online marketing in the world today. Together we’ll deconstruct them and analyse the lessons that others can learn from these innovative campaigns.

Stay tuned for more updates, and regular online marketing content here and on the soon to be re-vamped “Understanding Digital” website.

Why social media marketing won't replace e-mail

e-mail marketing No Responses »

May 012009

: Image via Wikipedia

Is Social Media killing E-Mail Marketing?

No, is the short answer!

I was reading the post I’ve linked to above over on Denise Cox’s e-mail marketing blog, and found myself nodding in agreement. Rumours of e-mail marketing’s imminent demise at the hands of social media are grossly exaggerated. There are problems, certainly, but E-Mail is still a crucial part of a constantly evolving marketing mix for large and small businesses.
In the first chapter of “Understanding Digital marketing” we point out that throughout history the emergence of new marketing channels never really supersedes the established ones. Rather they augment them, offering marketers and business owners more scope to connect with their customers… and those same customers more choice in how they engage with brands and businesses.

Here’s a short extract from the book:

Technological advances have punctuated the evolution of advertising throughout history, each fundamentally altering the way businesses could communicate with their customers. Interestingly, however, none of these ground-breaking developments superseded those that came before. Rather they served to augment them, offering marketers more diversity, allowing them to connect with a broader cross section of consumers. In today’s sophisticated age of paid search placement, keyword-targeted pay-per-click advertising and social networking, you’ll still find the earliest forms of advertising alive and well.

Stroll through any market, practically anywhere in the world – from the food markets of central London to the bazaars of North Africa, to the street markets of India – and you’ll be greeted by a cacophony of noise as vendors use their voices to vie for the attention of passing customers. The human voice, the first marketing medium in history, still going strong in the digital age.

From “Understanding Digital Marketing”, Chapter 1, Going digital — the evolution of marketing, p. 4

It’s getting more complicated out there, for sure, but with that complexity comes remarkable opportunity to develop enduring, mutually beneficial relationships that can deliver long-lasting results.

For the vast majority of businesses maintaining those relationships depends on the most established online communications medium of them all: e-mail. While it’s dominance might wane gradually as relience on e-mail is diluted by the steady adoption of other communications technologies, it’s stell set to play a pivotal role in the marketing mix for many years to come.

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