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18 RAZLIČNIH VIROV PRIHODKA PREKO SPLETA

20. 6. 2018

Danes sem se odločil, da bom naredil nekaj nenavadnega in pojasnil, kako služim denar. In sicer: imam 18 virov prihodka preko spleta!

Pomembno je omeniti, da odkar sem ustanovil podjetje pred skoraj 10 leti, nisem skoraj ničesar porabil za oglaševanje, plačano promocijo ali razvoj poslovanja v tradicionalnem smislu. Ključ do mojega uspeha je trženje vsebin na način, ki mi je omogočil, da postanem zaupanja vredna oseba, ki jo ljudje želijo najeti.

Več kot 95 odstotkov prihodka mojega podjetja je posrednih, kar pomeni, da vam nikoli ne prodam izdelka preko oglasa ali z nagovarjanjem k nakupu. Dohodek prihaja do mene, ker sem “znan” in ker sem jaz oseba, ki jo želi podjetje najeti, ko želi, da za njih pripravim predavanje ali jim svetujem.

Moji viri prihodkov, ki si padajoče sledijo po pomembnosti, so naslednji:

1. Svetovanje

Iz leta v leto se moj glavni vir prihodkov spreminja: včasih je to svetovanje, včasih seminarji, vendar priznam – marketinško svetovanje je tista moja prava strast. Imam dar, da sem sposoben videti stvari, ki jih drugi ne, da bi lahko našli ključno točko vzvoda, ki lahko povzdigne njihovo podjetje nad konkurenti. Imel sem to srečo, da sem delal z nekaterimi najboljšimi blagovnimi znamkami in najbolj nadarjenimi ljudmi na svetu.

2. Predavanja

Všeč mi je biti glavni govornik, ker lahko v kratkem času vplivaš na veliko število ljudi. To mi je omogočilo tudi potovanje v številne zanimive kraje po svetu (kot so recimo letos Poljska, Škotska, Rusija in Češka – op. avtor  živi v Ameriki). Ta način dela se je pri meni vztrajno povečeval osem zaporednih let.

3. Delavnice

Ni veliko ljudi na svetu, ki lahko stojijo pred ljudmi in zagotavljajo od 4 do 8 ur spoznanj o družbenih medijih, o vsebini in strategiji digitalnega trženja, zato je to zame odlična tržna niša. Potrebno je veliko priprave, vendar sem vedno užival v intelektualnem izzivu. Na primer: naredil sem poldnevno delavnico za pivovarno Carlsberg v Rusiji, ki me je potisnila na samo mejo. Zahtevala je veliko količino intenzivnih priprav in raziskav … Ampak bilo je zabavno!

4. Prodaja knjig

Pile of Books

Večina ljudi vam bo povedala, da ne morete zaslužiti od prodaje poslovnih knjig in pravzaprav imajo prav. Vendar pa lahko ustvarite nekaj dohodka, če imate veliko knjig – pri meni se to dogaja, ko ljudje odkrijejo vseh šest koristnih marketinških knjig, ki sem jih napisal. Ko jim je všeč ena knjiga, po navadi kupijo tudi druge.

Potreboval sem sedem let, da sem ustvaril res visok znesek od prodaje knjig. Tudi premik od tradicionalnega izdajanja knjig do izdaje v lastni režiji znatno poveča dobiček. Nimam “mojstrskega načrta” za pisanje knjig in tukaj mi lahko uspe samo, če imam izjemno dobre ideje, vredne nove knjige. Nikoli pa ne želim bralca razočarati, zato ne bom pisal samo zato, da pišem. Mora biti res dobro in kvalitetno.

5. Poučevanje

Sem član akademskega zbora na Rutgers University in sem z veseljem povezan s to čudovito institucijo. Poučevanje običajno ni plačano ravno dobro, vendar ima Rutgers najboljše programe digitalnega trženja na svetu, univerza pa uvaja vse več online možnosti, tako da s tem raste tudi moj prihodek.

6. Coaching

To, da osebno svetujem vodstvu, je pri meni najhitreje rastoči vir prihodkov. To rast je ustvaril uspeh moje knjige ZNAN (Known).

Nova knjiga Marka Schaeferja – KNOWN.

Ljudje so jo zagotovo kupili zaradi vrednosti razvijanja osebne blagovne znamke in moram reči, da resnično uživam v svojem novem delu trenerja za vodilne blagovne znamke. Moje trenutne stranke vključujejo vodstvene delavce na področju visokotehnoloških institucij, raznih agencij in zdravstvenega varstva.

7. Usposabljanje

V zadnjih nekaj letih so me večkrat najeli za razvoj programov usposabljanja za trženje. Na primer: pred kratkim sem naredil vrsto video posnetkov za izobraževanje o porajajočih se trendih na področju trženja za Microsoft.

8. Dohodek od stalnih pogodb

Tega delam zelo malo. Razlog, da nimam več dolgoročnih pogodb, je, da na tej točki v svojem življenju ne želim imeti ekipe, namenjene dolgoročni izvedbi določene strategije. Ne nameravam graditi na tem delu svojega poslovanja. Bolj se osredotočam na samo strategijo.

9. Partnerske provizije

Prejemam partnerske provizije od nekaj izbranih strateških partnerjev ter svojim strankam priporočam njihove produkte.

10. Sogostitelj podcasta

Dohodke prejemam za sodelovanje in razvijanje prvega Dell-ovega podcasta, imenovanega Luminaries. Uživam v tem delu, ker se soočam z veliko novimi idejami in mi načeloma ni treba potovati, da bi lahko opravljal to delo. Program je za Dell uspešen, zato sem optimističen, da se bo program tudi v prihodnosti razvijal.

11. Izvirna vsebina

Ko sem ustanovil svoje podjetje pred skoraj 10 leti, sem razvil veliko vsebin za stranke, kot so npr. objave v spletnem dnevniku. Dejstvo pa je, da si večina podjetij ne more privoščiti, da bi ustvarjal vsebino za njih. Ampak – ko pa se odločim za projekt, je ta nekaj pomembnega.

12. Webinarji

Občasno me podjetja zaposlijo, da pripravim webinarje zanje. Odprt sem za to, da delam več takega dela in po navadi imam precej pripravljene vsebine.

13. Nasveti

Veliko ljudi želi “izrabiti moje možgane”, kar pomeni, da želijo moj čas brezplačno. Preprosto si tega ne morem privoščiti. A sem dober človek in ne želim reči ne, zato sem ustvaril možnost, da se lahko ljudje prijavijo ter dobijo eno uro mojega časa za 200 dolarjev. Izkazalo se je, da ljudi to precej zanima, saj sem takšnih svetovalnih ur opravil kar nekaj – verjetno več kot 150 v preteklih letih.

To mi pomaga ostati v stiku z izzivi majhnega poslovnega trženja in do zdaj je moja stopnja uspešnosti 100-odstotna. Ne bom dvignil cene, ker je ideja ravno v tem, da moje ure ostanejo dostopne vsem, ne pa da stanejo veliko denarja.

Zame je to zabaven intelektualni izziv, hkrati pa pomagam ljudem.

14. Svetovanje start-up podjetjem

Sprejel sem nekaj mest svetovalca pri startup-ih. Ni veliko denarja, se pa najde potencial za prihodnost.

15. Influencer

To je težaven način poslovanja. Vendar sem na osnovi tega vzpostavil odnos z nekaj velikimi podjetji – kar je nadomestilo vložen čas. Vem, da mnogi ljudje želijo biti influencerji, vendar trenutno nimam v načrtu, da bi se osredotočil na to oz. da bi to postalo večji del mojega dohodka. Delal bom samo z nekaj podjetji, v katere verjamem.

16. Sponzorstvo

S Tomom Websterjem prejemava sponzorska sredstva od podcasta Marketing Companion. Imel sem tudi sponzorje za nekatere svoje knjige. Na tem področju bi lahko naredil več, vendar iskreno ne maram preživljati časa z iskanjem sponzorjev.

17. Licencirana vsebina

Z vsebino spletnega dnevnika, ki je licencirana prek storitve Written.com, dobim zelo malo denarja. To podpiram predvsem zato, ker imam rad svoj poslovni model, in vidim, da iskreno poskušajo pomagati avtorjem, da so plačani za svoje delo. V bistvu jaz “najemam” vsebino za velika podjetja.

18. Pridružene povezave (Affiliate links)

Po navadi ne priporočam izdelkov drugih podjetij (affiliate marketing), vendar morda dobim nekaj dolarjev od povezave do knjige ali promocije svojega sodelovanja na konferenci, kot je npr. Social Media Marketing World. Prihodki od te vrste promocije načeloma niso vredni mojega časa in sovražim jih vsiljevati svojim bralcem.

Stvari, ki jih ne delam …

Če ste natančno prebrali ta seznam, vas morda preseneča, katerih stvari ne izvajam. Torej vam bom razložil tudi to.

Sponzorirana vsebina – Nikoli nisem vzel denarja podjetij, da bi objavljali svojo vsebino na mojem spletnem dnevniku in nikoli ne bom. Zavrnil sem več tisoč dolarjev, vendar gledam na ta način … Če svojo vsebino spremenimo v oglas, je to začetek konca zaupanja. Ne bom objavil sponzorirane vsebine, ker svojih bralcev ne želim razočarati. Tako preprosto je.

Sponzorirane povezave – Prav tako nisem trgoval, prodajal ali si izmenjeval povezav. Preprosto ni vredno, da prečkamo to črto.

Online učilnica (in programi)– Velikokrat so me prosili, naj svoje vsebine in ideje pretvorim v online programe ali morda v mastermind skupino. Tej priložnosti sem se izogibal zaradi preprostega razloga: zmeda ustvarjanja, vzdrževanja in promocije te spletne vsebine zame ne bi bila zabavna. Preveč se mi dogaja, da bi se lotil teh rednih časovnih obveznosti, čeprav je tudi to verjetno dober vir dohodka. Sovražim tudi zamisel o nenehni samopromociji, ki je potrebna za to, da ta sistem deluje.

Avtor: Mark Schaefer

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  • Mark Schaefer

    Mark Schaefer je avtor petih best selling knjig o marketingu (Social Media Explained, Return On Influence, Born to Blog, The Content Code in The Tao of Twitter, najbolj prodajane knjige o Twitterju na svetu). Njegove knjige se uporabljajo kot učbeniki na več kot 50 univerzah, prevedene pa so v 12 jezikov. Mark je glavni bloger na svojem spletnem dnevniku Businesses Grow (https://www.businessesgrow.com) in izvršni direktor Schaefer Marketing Solutions. Je sovoditelj oddaje The Marketing Companion, ki sodi med deset najboljših marketinških oddaj na iTunesu. Njegov blog sodi v 1 % blogov z največjim številom komentarjev na svetu. Predaval je za največje blagovne znamke na svetu in je znan po svojih izvirnih, provokativnih in globokih pogledih na poslovne probleme, s katerimi se soočamo danes in na strategije, ki bodo zmagale v prihodnosti. Bil je uvrščen na Forbes-ov seznam deset najboljših avtoritet socialne prodaje.

Pri Business Titans priporočamo

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Izjemne tehnike, ki jih boste spoznali, vam bodo pomagale skokovito povečati učinkovitost marketinga in pridobiti več strank. Vsaka tehnika je predstavljena na eni strani in vsebuje tudi konkreten primer uporabe v podjetju. Avtorja programa sta mednarodni bestselling avtor Robert Rolih in podjetniška svetovalka Sara Brezigar.

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