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For a professional or a consultant, the number one strategy to become an influential thought leader is to speak. But how do you find places to speak during a pandemic when people are sheltering in place?
The Internet, of course, and I am not just talking about Zoom presentations.
Have you considered converting your intellectual capital—your content and expertise—into a saleable course? Witness the success of offerings like MasterClass Online Classes, where you can learn from a host of thought leaders, from Tony Hawk to Neil deGrasse Tyson to Robin Roberts.
“In these uncertain times, offering digital e-learning courses can help you create another profitable revenue stream,” says Theresa Ashby, COO of Kaleidoscope Media Services, a digital marketing company specializing in online learning. “As business starts to return to a new normal, the use of online platforms will not be going away anytime soon.”
Ashby is a business strategist I met before she joined Kaleidoscope Media Services when I helped her edit a book on why great strategies fail and how to fix them.
An e-learning strategy can fail if not done right. For those considering a move into e-learning, here are four mistakes Ashby warns you to avoid:
Mistake #1: Not creating an online e-learning business plan. “It is important to create a business plan and identify how you are going to build an e-learning sales package. This is no different than you would do if you were going to manufacture a new product. Think about your current products and services and identify how this will fit into your current business model.”
Mistake #2: Not deciding if you want to generate leads or generate revenue. “Both are excellent uses of this type of product. If you are interested in generating leads, giving away something for free, called a freemium, is a great way to collect emails. The freemium can also lead to an up sale into your new digital course. If you are going to use this strategy as a way to generate revenue, then be sure you have a good marketing plan so potential clients know where to find your product.”
Mistake #3: Not choosing a workshop, speech or book that you can easily convert. “If yes, then you are one step ahead. However, if you don’t, don’t let this stop you. If will just take a little bit of time for you to gather your ideas and create the outline. Everyone has an expertise that can be converted to an online product.”
Mistake #4: Not making sure you are engaging when you record your audio or video. “One of the most important aspects of creating anything for the internet is the ability to convey your message. This is a big decision as to how you will record. You can record over a PowerPoint and not be on video, video tape yourself speaking, or a mixed format of PowerPoint and Video. The key here is practice, practice, practice no matter how well you know the content.”
Bottom line: Find something of colossal value you can provide your audience.
“The first thing you need to know is who is your target audience,” says Ashby. “Once you have established that, you will be able to study what problems they face and how your course can solve their issue. Start with the end in mind, know what they need and then provide it in only the way that you can do.”
