Paul Dobson, Senior Lecturer, Staffordshire Business School
Over the past three years, as part of our Digital Marketing courses, we’ve worked with one person per year and enabled them to be influencers earning over £3,000 per month working part-time so I know that there is a proven and systematic way of doing this. See our undergraduate BA (Hons) Marketing Management and Post Graduate MSc Customer and Data Analytics. As part of this, there are some top tips that I’ve learnt.
- It doesn’t matter if you’re shy and not out-going.
Some of the best people in my area of Digital Marketing, such as Michael Stelzner and Pat Flynn, have admitted that they’re not extroverts. This helps make them more authentic and real in-front of the mic and camera. Remember as well that when you record your audio or video that no one is listening / watching, you have control and people only see this when you post on social media etc. So you can do this, even if you have uncertainty and fear.
- It doesn’t matter if there is competition.
This helps prove that there is a market for your area and they have already set the ground work. You can also be different from them or even compliment them, so that you become partners with them.
- Right now, is the best time to start.
When people are in lockdown and a potential recession may be around the corner this isn’t a barrier. Some of the best businesses out there such as Disney, Google, Facebook and FedEx started during a recession. The start-up costs are very low and the potential is high… There is no reason to delay.
- Choose a niche that you love.
You need to treat this as a part-time business that you need to develop to earn money. It needs working on, so choose a hobby, past-time, area that you can learn (yes, you can learn a new area and do this) that you enjoy… I hear people all the time saying I don’t have a hobby or I don’t do anything and every single person after a chat has had a good potential area. There are interesting ways in all areas for example there is someone with over 1.5M subscribers who cooks with their dog watching (see https://www.youtube.com/cookingwithdog ), so the world really is your oyster.
- You do not need complicated equipment.
Some of the influencers we’ve worked with just use their mobile phone but ensured that the sound and video looked OK, e.g. enough light and not a lot of background noise. You can get cheap mobile stands or stands with light fairly cheap online, for example one of the influencers we’re working with at the moment has bought a basic one for less than £4, and a more comprehensive one with a stand etc for less that £13.
- Yes, you do need to make time.
As noted above this does need treating like a job, i.e. don’t put it off, and you do need discipline to keep developing your materials etc for your niche on a timely regular basis that your audience can listen to / watch. You will need to develop and post this material at least once per week but the potential reward is fantastic.
- It will need research and keeping an eye on.
You will need to research and consider your audience and competitors. What areas are people interesting in, need help with, want to learn, have problems or issues with that you can discuss? What areas are the competitors covering, how and can you be different or complimentary?
When you start your journey what areas work, what doesn’t and why? Use these as learning points to develop your podcasts and videos etc. Always keep an eye on what your audience is saying, sharing, and listening to / watching for a long time, so that you can use to improve what you do.
Paul Dobson MSc, MA, MBA, PGCHPE, Senior Fellow HEA, MIPM, FCMI, MAM
Senior Lecturer in Digital and Strategic Marketing