Record once. Sell often. Create a passive income from your expertise

29.4.14

Online Course Creation

Housekeeping

1. Introductions2. Why create an online course3. Address concerns4. Workshop5. Practical Examples6. Q & A

Slides + Audio + eBook will be made available to download Resource List 15 Minute Break @ 11am Lunch from 1pm to 2pm

Training/Mentoring in Digital Marketing/Social Media

2005

Diesel Driving Admin

Rates Contracts Freedom

2011Digital Products

Seminar

selling time for a living

Time is not money,

it is much more precious

2013Launched 2 Online Courses

marketing

Earned €10,251

on the side

• NEW Passive revenue stream• Better cash flow - get paid in advance• Raise profile even further (Education Marketing)• Reach new markets – domestic and abroad• Leverage to acquire new offline clients i.e. 1-to-1 or

Masterminds• More freedom and control• No expansion overheads

Concerns addressed

Will my online course dilute my offline business and brand?No. It can increase your offline business.Does a book dilute an authors business?

How long does it take to create an online course?Example: A course that will sell for between €95 to €495 should take

no more than 20 to 40 hours to create.

How much of my time will it take?Approx 50% of the time taken to produce the entire course

Concerns addressed

Does it require a lot of technical knowledge?Some. Videos and links to courses will be provided where necessary.

What are the clients expectations?It needs to be professional and engaging. It needs to meet the clearly

stated learning outcome.

Are online courses limited to specific topics?Informational and instructional courses are most suitable. Certain

topics may require a lot of on-camera content which can increase the cost.

How much to online courses sell for?A 6 module course (30 minutes per module). €95 - €295

A 6 to 8 week intensive course with 24/7 access to videos and email support/discussion forum. €495 - €995

Marie Forleo’s B-School - $1999B-School is an 8 week, interactive video-based training program that teaches smart, effective online marketing strategies to business owners who want more sales and more impact from their online presence.

CREATE MARKET SELL

1Choosing your course – Conduct a surveyI am currently creating new course which will help you with ______Please take a few minutes to answer the following 3 questions so that I can create the ideal course for you.

Q1. What are your top questions or frustrations when it comes to X?Q2. What is your ideal format for a course that helps you with the questions listed above? Option examples, eBook, Audio, Video, Group Coaching, OtherQ3. Do you have any other questions or feedback about this course?

Optional – Would you like me to inform you when this training is available? If so, please enter your email.

2Establish Authority Online with a Website and Blog• Add value for your audience by sharing your expertise• Use course material as a source of content• Write 1 blog post per week• Blogs dramatically increase your search engine ranking• Blog content (video/text) = Social Media Content• Increase subscriber base (covered in email marketing)• Guest blog on other popular (related ) blogs• Use WordPress.org

3Keyword Research

• What words and phrases are people using in Google related to your expertise?

• Google Keyword Planner

• Include popular words and phrases in your blog

• NOTE: Always write for your audience and Google will find you

4Videos

• 2 Main TypesYou on cameraAnimation

• Landing Page (Introduction) Video• Call-to-Action in each video• Subscription Video• Sales Video• Branded Intro• Music• Avoid YouTube on homepage (Vimeo, JW Player) or• Turn off YouTube logo• Use YouTube for Search Engine Optimisation

5List Building with a Lead Magnet• A Lead Magnet is valuable content you give away to encourage

visitors to your website to subscribe (form on website)

• The email autoresponder (covered in Step 6) handles the subscriptions and sends out the Lead Magnet

• Promote the Lead Magnet by emailing your existing list

• Promote using Social Media

Relationship Management using eMail• Set up email autoresponder (pre-written emails)• i.e. Aweber - $20 per month

• Subscription form on website

• Send valuable content on a regular basis• Blog Posts, Reports, Free Videos, Useful Resources,

Interviews, Short Course

• Upsell included at the end of the emails (not all)6

Creating your Online Course

• Choose your course (using survey results as input)• Use a MindMap to map out module headings/topics• Map out the key points of each module• Map out worksheets and supporting documentation• Offer accreditation or Certificate of Completion• Choose video format

• All PowerPoint with voiceover (off-camera) [Recommended]• All PowerPoint with on-camera intro and exit (top & tail)• PowerPoint with on-camera inset• All on-camera• All on-camera with bullet point inset (or flip-chart)

• Audio must be crystal clear7

8Choosing your course delivery platformOption 1 – Email1 email per week for x weeks with a link to a video

a) Fixed dates with a launchb) As people register

Note: Manual registration handling

Option 2 – 24/7 Access Learning Management System (LMS)

c) Fixed dates with a launchd) As people register

Note: Automated registration handling

Option 3 - Paid Webinars (See Step 14)

Option 4 – Udemy.com

9Pricing and Upsells

Consider • Value added• Current positioning• Competition• Offline alternative• Convenience factor• Price points €97, €197, €497, €997, €1,997, €4,997, €9,997

Upsells• 1-to-1, Group Workshops, Masterminds

10Payment Systems

Free Setup - Fees - 2.4% + 24 cents + VAT @23%Example: Sell @ €100

You receive €96.75 - €3.25 to StripeNew – further research needed

Free Setup - Fees - 3.4% + 35 centsExample: Sell @ €100

You receive €96.25 – €3.75 for PayPalCompatible with some LMS’s

11Sales Pages (Squeeze Page)

The web page where a product is sold. It gives buyers all the information they need to make an informed decision to purchase the item and links a sales cart or payment method.

People have 2 choices when they land on a sales page.1. Buy2. Leave

Sales Heading with details and sales pitch

Sales Video

Register and Pay

More info

More details, benefits

Urgency

12Generating Sales – Existing Network• Existing List• Send email

• Social Media Marketing

• Keynote Presentations

• Networking Events

• Affiliate Partners

13Generating Sales – 1-to-Many

• Business Networks

• Corporates, Franchises, Buyers Groups

• Business Customers of BSB Companies e.g. Banks, Telcos,

• Government Initiatives – Springboard, Momentum

• Enterprise Ireland

• Trade Associations

• 3rd Level Courses and Private Courses

14Generating Sales – Webinars• Online seminar usually free

• Very successful sales tool

• Great lead magnet

• Convenient for presenter and attendee (no travel)

• People can try before they buy

• Excellent for list building

• Record and re-use for sales and marketing

• Go-To Webinar – WebinarJam (Paid Access Option)

15Automated Webinars

• Pre-record and add to Evergreen Business Systems

• Use videos from existing course

• Run more often

• More flexibility for attendees to choose a time/date that suits them

16Joint Venture (JV) Webinars

• JV with a connection who already emails their list

• Offer to host (jointly or your own) a co-branded webinar

• Revenue Share

• Access to new audience and increase email list

17Create a community

• LinkedIn Group

• Facebook Group

• Inbound Sales

• Share and Learn

18Effective Social Media Marketing

Facebook• Professional Facebook Page• Share content from your blog – ADD VALUE• Share related content from other sources – ADD VALUE• Engage in conversation• Run regular Facebook Ad Campaigns• Promote Facebook Page• Promote Webinar• Promote Course

18Effective Social Media Marketing

Twitter• Professional Profile• Share content from your blog – ADD VALUE• Share related content from other sources – ADD VALUE• Use #tags• Start a #tag• Automated Tweets• Engage in conversation

18Effective Social Media Marketing

LinkedIn• Professional Profile• Share content from your blog – ADD VALUE• Share related content from other sources – ADD VALUE• Create a Group• Contribute to existing groups

18Effective Social Media Marketing

YouTube• Professional Channel

• Share videos from your blog – ADD VALUE

• Share videos from your course

• Share webinar recordings

19Virtual Assistants (VA’s)

VA’s are contractors for hire on a per hour or per project basis where specific skills are required e.g. WordPress set-up, Graphic Design, Copy Writing etc.

Sites include

• oDesk• eLance• People per Hour

20Choose a mentor/model

Choose a person who is already successful and model their strategy.

Check udemy.com for similar courses• Assess Quality• Length• Delivery Method• Price

Resource List – Further Education/ResearchOnline Information

Google Alerts – google.ie/alerts

Feedly.com – subscribe to blogs

Podcasts

1. Internet Business Mastery2. Smart Passive Income3. Online Learning Podcast

Resource List – Online Services

Surveys

• Group-Surveys.com• SurveyMonkey.com

Learning Management Systems

• WordPress Plugins• S2 Member• LearnDash

• BrainMob• Kajabi

Resource List

Hardware

USB Microphone or USB HeadsetBelkin TuneCast Auto Universal with ClearScan (for listening to podcasts in the car) - http://goo.gl/SGoKm9

Software

SnagitCamtasia

Thank You

Call me 086 2242154

Email me johnny@digitalbusinessinstitute.com

Skype me johnny.beirne