Is Teaching the New Gold for Small Businesses?

August 12, 2024

Have you noticed these days that everyone seems to have a course or at least a YouTube video on how they do what they do? Teaching has become a secondary (and sometimes primary) revenue stream for the small business professional. Marketers, eBay sellers, and even real estate agents are turning how-to instruction into a new business.


Sure, it can enhance your brand, generate additional revenue, and establish you as an authority in your field. But it’s not always the answer for every business.


Before jumping into becoming an online guru in your industry, it's important to weigh the benefits and challenges to instructional content creation. Here’s a guide to help you decide whether going that route is the right step for your business.


Benefits of Creating Educational Materials

Here are the reasons why so many people are creating educational content.

Monetization

Courses and other educational components can provide a new revenue stream. By packaging your expertise into a structured format, you can charge for access, offering a scalable product that doesn't require ongoing time investment once it's created. This is an appealing way to bring in money without clocking time in the seat.


Brand Authority and Exclusivity

Offering a course can position you as an expert in your industry (if you know how to market it). This can enhance your credibility and attract more customers who trust your knowledge and skills. In fact, many people see one-on-one coaching time with an internet teacher as very appealing. There’s a VIP, velvet rope exclusivity built when you’re showing people how to do something and then offering a few hand-selected followers the opportunity to work with you.


Customer Engagement

Educational resources can deepen your relationship with existing customers by providing them with additional value. Engaged customers are more likely to become repeat buyers and brand advocates. Plus, if your customers see you teaching others as an expert in your industry, they will feel like they are working with the best. Again, creating exclusive opportunities.


Lead Generation

Free or low-cost courses, eBooks, and checklists make ideal lead magnets, attracting potential customers who are interested in your expertise. With them, you can expand your audience and increase your customer base.


But creating educational components isn’t something everyone is suited to doing.


Challenges of Creating Educational Revenue


Time and Resources

The obvious one of course…developing educational materials of any kind requires a significant upfront investment of time and resources. You'll need to plan the curriculum, create content, and possibly invest in platforms or tools for hosting the course, webinar, eBook, etc.


Marketing Efforts

Simply creating a course isn't enough; you need to market it effectively. This requires a strategy to reach your target audience and convince them of the course's value.


Content Updates

Industries change, as does information. You'll need to keep your course content up to date to ensure it remains relevant and valuable to learners.


Rankings

This con doesn’t apply to every industry but if you sell on eBay or somewhere that uses an algorithm, you need to be aware of what you’re opening yourself up to. An eBay seller friend of mine recently branched out into creating video content on YouTube to show others how he was able to create a business that brings in over $80,000 a year selling clothes he purchases from thrift stores.


He quickly built a following (who doesn’t want to shop and sell things at a profit?), monetized his YouTube Channel (bringing in another $2,000 a month in revenue), and thought life was amazing. Until he realized that by offering training videos, people were visiting his eBay shop to see which brands he specialized in. When they visited without purchasing, it negatively impacted his standing and suddenly he wasn’t being featured as high in product searches. This hurt his sales so badly that he ended up having to shut that store down and start a new one that he did not tell his students about.


The moral is if you’re going to market yourself as a guru or coach, you may end up phasing out your day job. People will look to you for coaching and advice, your days of “doing” may be over.


Considerations Before Creating an Educational Component to Your Business


·        Assess Your Expertise. Ensure you have enough expertise and unique insights to offer a course that stands out in the market. Consider whether your knowledge can fill a gap or meet a specific demand.


·        Understand Your Audience. Identify your target audience and their needs. Know what topics they are interested in and what format they prefer.


·        Evaluate Your Goals. Clarify what you hope to achieve with this new business offering. Whether it's revenue generation, brand building, or lead generation, having clear goals will guide your development and marketing strategy. How will you incorporate it into your existing business?


·        Choose the Right Platform. Research different platforms for hosting your course or videos. Decide on the media you’ll use. Consider factors such as ease of use, cost, and features like eBooks, webinars, videos, quizzes, certificates, and community forums.


If you’re thinking about creating an educational component to your business let the chamber know. Your local chamber may have a need for an industry expert or even someone is willing to share their success story with others.


Creating an educational component to your business can be a valuable addition to your marketing strategy. If done thoughtfully, it offers opportunities for revenue, brand building, and customer engagement. However, it's important to carefully consider the time, resources, and marketing efforts required. By evaluating your expertise, understanding your audience, and setting clear goals, you can make an informed decision about whether to move from doer to teacher.


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Christina Metcalf is a writer/ghostwriter who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She loves road trips, hates exclamation points, and is currently reading three books at once.

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Medium: @christinametcalf

Facebook: @tellyourstorygetemtalking

Instagram: @christinametcalfauthor

LinkedIn: @christinagsmith

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Legacy and Longevity: A Playbook for Owner-Operators Who Think Long-Term

April 21, 2025
Smart business owners know: legacy starts long before exit. Growth rooted in values builds staying power. Your wisdom is an asset—document it and pass it on. Deep community ties are part of your long-term equity. Succession is strategy, not retirement. 616 words ~ 3 min. read Legacy and Longevity: A Playbook for Owner-Operators Who Think Long-Term You didn’t build this business just to make money. You built it to make a mark—to create something that outlasts your time at the helm. That’s legacy. And the smart owner-operators know: legacy starts long before you hand over the keys. Whether you’re five months or fifteen years from stepping back, building a legacy business means making intentional decisions now that will pay dividends later. Lead With Values Values aren’t soft—they’re strategic. Businesses grounded in clear principles like craftsmanship, fairness, and community trust outperform their peers according to HBR . Ask yourself: Are your hiring decisions, customer experiences, and product standards aligned with what you believe in most? If not, that disconnect is eroding trust—and legacy. Values-led growth is sustainable growth. Codify Your Wisdom Your experience is one of your greatest assets—but too often, it lives only in your head. That’s risky. Start documenting the systems, instincts, and insights that drive your day-to-day: Record process videos for training. Create standard operating procedures. Mentor rising leaders intentionally. Your know-how is your company’s operating system. Treat it like intellectual property—and invest in transferring it. Root Yourself Locally Legacy is measured by what your business means to your community. Owner-operators are often local anchors—supporting schools, mentoring entrepreneurs, and sponsoring events. These efforts build goodwill, strengthen brand loyalty, and deepen your impact. Investing in your local ecosystem isn’t charity—it’s long-term brand equity. Plan Beyond Yourself Succession isn’t about stepping away—it’s about strengthening your business for the future. Here’s a simple way to begin: Legacy Planning Starter Pack - Identify: Who could lead in your absence? - Document: Start with one key system per week. - Align: Meet with a financial or legal advisor about timelines. - Even if you’re years away from a transition, having a plan brings clarity and confidence—to you and your team. The Takeaway Trends change. Markets shift. But a business built on values, people, and purpose? That sticks. Legacy isn’t what you leave behind. It’s what you build—day by day. This playbook isn’t about retiring—it’s about leading with intention, every step of the way. --- The Leavenworth-Lansing Area Chamber of Commerce is a private non-profit organization that aims to support the growth and development of local businesses and our regional economy. We strive to create content that not only educates but also fosters a sense of connection and collaboration among our readers. Join us as we explore topics such as economic development, networking opportunities, upcoming events, and success stories from our vibrant community. Our resources provide insights, advice, and news that are relevant to business owners, entrepreneurs, and community members alike. The Chamber has been granted license to publish this content provided by Chamber Today, a service of ChamberThink Strategies LLC.

TikTok for Small Business: How to Start Selling Today

April 21, 2025
With over 1 billion users worldwide and a rapidly growing e-commerce ecosystem, TikTok has become a powerful platform for small businesses and solopreneurs to reach new audiences and boost sales. Whether you’re a boutique owner, a skincare brand, or a service provider, or someone with an under 40 audience, TikTok offers a unique way to connect through short-form, engaging video content. But getting started—especially if you're new to the platform—can be intimidating. It can feel like walking into the cafeteria on the first day of high school when you don’t know anyone. You feel like you’re one lame comment away from ruining your career. But don’t worry. There’s a lot of potential out there. And who knows? You might even have some fun. This guide breaks down the basics of selling on TikTok, best practices for beginners, what to avoid, and concerns about the platform’s uncertain future in the U.S. Getting Started: Everything You Need to Sell on TikTok New to TT? Or still working on building an audience. We have you covered. Follow the steps below to get your ecommerce working. 1. Create a Business Account Switch to a TikTok Business Account in your settings. This unlocks analytics, a product showcase tab, and access to TikTok's Ads Manager. It will also impact what music you can use in your videos (say good-bye to most trending audio) but it’s a tradeoff that you’ll benefit from. Other benefits include: a clickable website link in your bio immediately as a business account as opposed to an individual account that requires 1,000 followers before you can do that; business accounts have an option to add a business category and contact email; and business accounts have a customizable auto-reply message for DMs (in some regions). 2. Set Up TikTok Shop (if eligible) TikTok Shop allows you to sell directly on the platform. To use it, you must meet eligibility requirements (which vary by region), including proof of identity and a business license in some cases. 3. Connect a Product Catalog If you’re using Shopify, WooCommerce, or BigCommerce, you can integrate your product catalog with TikTok for easy promotion and tagging. Best Practices for TikTok Selling for Beginners TikTok may not work for every industry, but if you’re in health/beauty or clothing and accessories, you should probably give it a whirl. In 2024, U.S. sales in TikTok Shop for health and beauty totaled $1.34 billion, and apparel and accessories sales reached $1.01 billion. Ad that’s not including stats from individual influencers! While there is no formula to become a viral sensation on this platform, and results will vary by audience and niche, there are several best practices you’ll want to stick with: Prioritize Authenticity Over Perfection TikTok thrives on real, relatable content. You don’t need a production studio—just good lighting, a phone, and your personality. People want to see the face behind the brand. Some of the most popular sales videos are just people talking about products they like and why. Use Trends—but Make Them Yours Jumping on trends (songs—this ability could be impacted by switching to a business account, memes, challenges) can help your videos go viral—but add your own spin. Tie the trend back to your product or service in a way that feels natural. And to use some eighties vernacular—you don’t want to look like a poser, jumping on the bandwagon. If you are going to jump on the bandwagon, make it memorable. Play around with the ideas of “this trend AND…” Post Consistently and Experiment Aim for 3–5 posts per week, more if you can. Try product demos, behind-the-scenes clips, customer testimonials, or how-tos. Try a few posts that show your personality even if they don’t directly mention your product or service. People are, after all, on the channel for entertainment. Pay attention to what performs best and adjust accordingly. Keep in mind many people have become “TikTok famous” out of sheer consistency. Showing up in someone’s feed every day is going to help them recognize you and know you, making it easier to eventually buy from you. Add a Clear Call-to-Action (CTA) Whether it's “Click the link in bio,” “Check out our TikTok Shop,” or “Follow us for more,” always guide the viewer to the next step. Much of the time they’ll do it if they enjoyed what they watched. Leverage TikTok Creator Tools Use tools like the TikTok Creative Center, Video Editor, and CapCut (free and paid versions) to polish your content. TikTok also offers tutorials and inspiration in the Business Learning Center. Engage With Comments and Other Creators Reply to comments with videos, duet with other creators, or jump into conversations in your niche. The more you engage, the more the algorithm will favor your content. Use Captions, Hashtags, and Keywords Captions and hashtags help TikTok understand and categorize your content. Use niche-specific hashtags (#SmallBusinessCheck, #TikTokMadeMeBuyIt) and keywords in your captions. Things to Avoid There are some things that don’t cut the mustard on TikTok. Stay clear of: · Overly Salesy Content . People scroll TikTok for entertainment. Hard-selling turns people off. Think storytelling first, selling second. · Ignoring Analytics . Use TikTok’s analytics to understand what content works best—and when your audience is most active. · Low-Quality Video . Blurry, dark, or hard-to-hear videos won’t keep viewers around. Basic lighting and audio matter. · Neglecting Your Profile . Make sure your bio clearly states what you offer. Include a link to your website or TikTok Shop. · Inconsistent Branding . Even if your videos are informal, aim for a consistent tone, aesthetic, or message. Is TikTok at Risk of Being Banned in the US? Yes, there is some concern over TikTok’s future in the U.S. due to national security debates and bipartisan legislation. While the app is still fully functional, businesses should diversify their digital presence, which is good advice for any platform that you don’t own. You should: · Repurpose your TikToks on Instagram Reels and/or YouTube Shorts. · Grow your email list to maintain a direct line to customers. Social media platforms can become unpopular (or get banned). You want to be able to reach your audience. · Drive traffic to your website or online store whenever possible. In short, use TikTok as a growth tool—but don’t rely on it as your sole sales engine. TikTok Is a Tool, Not a Magic Wand If you're new to TikTok, be patient. Building an audience takes time, but the payoff can be enormous—especially for small businesses with niche appeal and a story to tell. Start small. Be consistent. Show up as yourself. And don’t forget to have fun. That’s what TikTok is all about. ------ Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Medium: @christinametcalf Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith

The Smarter Way to Grow Customer Value

April 15, 2025
Growth isn't about getting more leads—it's about making more of the customers you have. Alex Hormozi's Four R's—Retain, Review, Refer, Resell—focus on post-purchase impact. Traditional marketing builds attention. Hormozi's model builds revenue. Combine both strategies for stronger loyalty, social proof and long-term profitability. Focus on what happens after the sale—it’s where the real growth begins. 623 words ~ 3 min. read You’re working harder than ever to win new customers—but revenue still feels flat. The problem isn’t reach. It’s what happens after the sale. That’s the insight behind entrepreneur and author Alex Hormozi’s approach to business growth. While traditional marketing focuses on building awareness and brand image through the classic Four R’s— Reach, Reputation, Renew and Refer —Hormozi shifts the focus to what drives real revenue: Retain, Review, Refer, Resell. Don’t Just Fill the Funnel—Squeeze It Traditional marketing strategies are built to attract leads. They’re critical, especially for new or growing businesses. But without a strong back end, you’re pouring new leads into a leaky funnel. Hormozi’s model aims to fix the leak and turn one-time buyers into long-term profit centers. Here’s how each step works: Retain: Loyalty Is the Real Growth Hack Customer retention is one of the most reliable ways to increase profitability. A Harvard Business Review study found that improving retention by just 5% can boost profits by up to 95%. Businesses often overinvest in attracting new customers while underinvesting in the ones they already have. Retention means strengthening relationships and solving problems before they cause churn. Review: Let Your Customers Sell for You Social proof sells. According to BrightLocal, 98% of consumers read online reviews for local businesses. Reviews build trust, shorten sales cycles and improve conversion rates. Hormozi’s advice? Make it easy for customers to leave reviews, and make sure those reviews are visible. Refer: Turn Fans Into a Growth Engine Referral programs aren’t new—but most aren’t executed well. A structured, incentivized referral system brings in leads who already trust your brand. Referred customers typically convert faster and stay longer, making them more profitable over time. Resell: Serve More, Sell More It’s easier to sell to an existing customer than to a new one. Yet many businesses stop after the first transaction. Hormozi emphasizes the importance of upselling, cross-selling and solving additional customer needs. Your warmest leads are already in your pipeline—keep serving them. A Real-World Example Consider a local fitness studio. Instead of spending thousands each month on paid ads, they focused on automating reviews and rewarding referrals. Six months later, their revenue had doubled without increasing lead volume. The secret? Maximizing the value of their existing customer base. Combine the Old and the New This isn’t about ditching traditional marketing—it’s about completing the strategy. Use Reach and Reputation to build awareness, then activate Hormozi’s Retain-Review-Refer-Resell loop to drive repeat value. Here’s a quick comparison: Marketing R's: Reach → Reputation → Renew → Refer Growth R's: Retain → Review → Refer → Resell Together, these models form a full-circle approach: Attract, deliver, retain, and expand. Try This: One R at a Time This week, choose one of the Four R’s and put it into practice. Start with Retain: What would make your best customers stay three months longer? Growth doesn’t just come from new eyes—it comes from deeper relationships. It’s time to stop chasing leads and start growing value.  --- The Leavenworth-Lansing Area Chamber of Commerce is a private non-profit organization that aims to support the growth and development of local businesses and our regional economy. We strive to create content that not only educates but also fosters a sense of connection and collaboration among our readers. Join us as we explore topics such as economic development, networking opportunities, upcoming events, and success stories from our vibrant community. Our resources provide insights, advice, and news that are relevant to business owners, entrepreneurs, and community members alike. The Chamber has been granted license to publish this content provided by Chamber Today, a service of ChamberThink Strategies LLC.