It’s not as difficult as you think to make a living doing what you love online. Superfans are the key.
The COVID-19 pandemic and ensuing lockdowns have hit the creative industry hard, putting 409,000 jobs at risk in the UK alone, making it especially difficult for creators. In response, many creators are moving online, seeking alternatives to gigs, tutoring and other work. Some are contemplating a complete shift to online working, where they can be their own boss and make money doing what they love.
It’s a tantalising but daunting prospect; many who want to make a living sharing their skills and knowledge have no idea how to go about it. On the internet, you can reach millions, even billions, of people across the world. The biggest creators have hundreds of thousands of followers each, but developing such a huge fan base seems like an overwhelming task, out of reach for most creators.
Except, you don’t actually need millions of fans or followers to earn a living online – a few hundred ‘true fans’ will do. If you can assemble a base of very engaged fans that spend $100 per year on various forms of personalised, premium content, you can create a sustainable business selling your expertise.
The internet allows you to establish truly personal connections with people throughout the world. Topics that, at first glance, might seem too niche to generate enough interest may actually have a fairly large potential audience when looked at from a global perspective. As a creator it's important to establish your own niche, where you can assemble a group of very engaged people from across the world. This involves:
After you have found your niche and established an audience, the next, most important step is to engage your fans in a meaningful way and convert them to superfans. Authenticity is key, as is offering a sense of participation; this creates a connection and inspires loyalty. Your most loyal fans will keep returning and will engage with all that you offer, whether that be content, teaching a skill or specialised advice. Retaining just 5% of your existing customers increases your profits by at least 25%, so it makes sense to focus on this small, loyal group of high value customers, who return to buy your services over time and keep your customer acquisition costs low.
Retaining just 5% of your existing customers increases your profits by at least 25%
Quality is more important than quantity here, so establishing and cultivating a personalised connection with each of your super fans is the key to success. Pensight can help you manage such interactions; it’s a free tool that facilitates personal paid one-on-one consultations over live or recorded video. Such sessions help grow the connections between creators and their fans – our data show that 70% of people who book a session on Pensight return for another session. Pensight also enables flexibility by letting you set your availability and takes away the stress of managing bookings and payments. You can then concentrate on your content and what you do best.
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