For more - go to http;//www.johnnybeirne.com Earning with eLearning - how to generate a passive income from your expertise.

1. Record once. Sell often.
Create a passive income from your expertise
29.4.14
Online Course Creation

2. Housekeeping
1. Introductions
2. Why create an online course
3. Address concerns
4. Workshop
5. Practical Examples
6. Q & A
 Slides + Audio + eBook will be made available to download
 Resource List
 15 Minute Break @ 11am

3. Training/Mentoring in Digital
Marketing/Social Media
2005

4. Diesel Driving Admin
Rates Contracts Freedom

5. 2011
Digital Products
Seminar

6. selling time
for a living

7. Time is not money,
it is much more
precious

8. 2013Launched 2 Online Courses
marketing

9. Earned €10,251
on the side

11. • 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

12. 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

13. 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.

14. 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 - $1999
B-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.

16. CREATE MARKET SELL

17. Choosing your course – Conduct a survey
I 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, Other
Q3. 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.

18. Establish 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

19. Keyword 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

20. Videos
• 2 Main Types
You on camera
Animation
• 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

21. List 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

22. 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)

23. 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 clear

24. Choosing your course delivery platform
Option 1 – Email
1 email per week for x weeks with a link to a video
a) Fixed dates with a launch
b) As people register
Note: Manual registration handling
Option 2 – 24/7 Access
Learning Management System (LMS)
a) Fixed dates with a launch
b) As people register
Note: Automated registration handling
Option 3 - Paid Webinars (See Step 14)
Option 4 – Udemy.com

25. Pricing 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

26. Payment Systems
Free Setup - Fees - 2.4% + 24 cents + VAT @23%
Example: Sell @ €100
You receive €96.75 - €3.25 to Stripe
New – further research needed
Free Setup - Fees - 3.4% + 35 cents
Example: Sell @ €100
You receive €96.25 – €3.75 for PayPal
Compatible with some LMS’s

28. Sales 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. Buy
2. Leave

29. Sales Heading with details and sales pitch
Sales Video
Register and Pay
More info
More details, benefits
Urgency

30. Generating Sales – Existing Network
• Existing List
• Send email
• Social Media Marketing
• Keynote Presentations
• Networking Events
• Affiliate Partners

31. Generating 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

32. Generating 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)

33. Automated 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

34. Joint 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

35. Create a community
• LinkedIn Group
• Facebook Group
• Inbound Sales
• Share and Learn

36. Effective 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

37. Effective 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

38. Effective 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

39. Effective Social Media Marketing
YouTube
• Professional Channel
• Share videos from your blog – ADD VALUE
• Share videos from your course
• Share webinar recordings

40. Virtual 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

41. Choose 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

42. Resource List – Further Education/Research
Online Information
Google Alerts – google.ie/alerts
Feedly.com – subscribe to blogs
Podcasts
1. Internet Business Mastery
2. Smart Passive Income
3. Online Learning Podcast

43. Resource List – Online Services
Surveys
• Group-Surveys.com
• SurveyMonkey.com
Learning Management Systems
• WordPress Plugins
• S2 Member
• LearnDash
• BrainMob
• Kajabi

44. Resource List
Hardware
USB Microphone or USB Headset
Belkin TuneCast Auto Universal with ClearScan (for listening to
podcasts in the car) - http://goo.gl/SGoKm9
Software
Snagit
Camtasia

45. Thank You
Call me 086 2242154
Email me johnny@digitalbusinessinstitute.com
Skype me johnny.beirne