Sheri Hord of Facilitating Results

Repurposing a big chunk of content for visibility and impact in a one day online marketing intensive.

Sheri — a repeat client — reached out to me, frustrated. She had spent a lot of effort creating a valuable intellectual property asset - her risk management course - and now didn’t know what to do with it.

She’d been approached by a marketing agency suggesting she create a course leveraging her expertise of Operational Risk Management. The agency promised a stream of robust traffic and ‘passive income’.

After creating a landing page separate from her main website and ‘optimizing’ it for SEO, the agency provided shoddy, unsatisfying support, then more or less disappeared.

The robust traffic and passive income never quite materialized.

Sheri’s initial thought was to move the page to her site and sell additional online courses. She’d continue to host them on Teachable and have the page link to any future courses.

Sheri was also hoping we could improve the SEO of the landing page and create an email opt-in to get more potential purchases.

Lastly she wanted to create a drip campaign to the course on LinkedIn where she is active and has a robust community.

She booked an all-day intensive workshop I offer to existing clients.

We started with a conversation.

Once I got an understanding of what the marketing agency had sold her, and what she created I asked her a series of questions.

  • Did she really want to be a course creator?

  • Did she want to spend the considerable amount of time and money required to market the course?

  • How much traffic would she need for a — conservative, but realistic— 1% conversion rate to realize any meaningful revenue? (Hint: It was a LOT)

I looked into the SEO terms the agency used. They were ok, but not great. In my estimation it would take a LOT of content marketing, ongoing back linking and PR efforts to get the page to rank.

So what to do with this very high quality course Sheri had created? Was it all for naught, wasted time and effort?

Not at all.

SERVICES PROVIDED

  • 1-day Digital marketing strategy intensive

  • Content repurposing

  • LinkedIn Drip campaign set-up assistance

What we did

Repurposing for visibilty and creating added value for clients

Sheri’s course was a stellar way to offer her clients a value add and highlight her expertise.

Instead of trying to gin up revenue from the asset itself (hard), we’d use it as an engaging marketing tool (easy).

We did create a LinkedIn drip campaign. But instead of a campaign to try and sell the course itself, we used it to amplify Sheri’s authority in the space.

We spent the rest of the intensive chopping the course into short video clips and text posts. By the end of the day Sheri had several weeks worth of LinkedIn content scheduled and ready to go.

I did move and redesign the course landing page to Sheri’s existing website. It can be purchased and immediately consumed for about $700.

Sheri easily commands 5 figures for a consulting engagement. She’d have to sell a LOT of courses to even come close to net the same revenue.

Leveraging the course to market her operational risk consulting expertise and lightening her marketing mental load was a no-brainer.

The Result

“You were right for me to use parts of the course already in existence. That day spent with you was time well spent!”

“I have good engagement on my posts, people seem to love the ones where I post a snippet of the course and PP slides. I went out with a friend Wednesday night after our session and was gushing about the experience!  I am mesmerized by the work that you do on the spot, and was so thankful for your guidance in the marketing.  I felt an overwhelming sense of relief (and hope!) after our session — I am your biggest fan.”

— SHERI HORD