Start of Success: Discovering and Validating the Niche Market
Matt’s secret to success lies in effectively targeting a niche market. The topic of pool management might seem dull and ordinary, but that’s precisely why Matt saw an opportunity. Recognizing that people don’t like dealing with pool maintenance, he decided to become the expert who could solve their problems.
Pool management is a field no one wants to become an expert in. People just want to swim in clean and safe pools.
Matt discovered the lack of online information in this field while working at a pool management company. This was his opportunity. To fill this gap, he started a blog and gradually expanded his influence.
Validating Market Demand
Matt didn’t aim for a big hit from the start. He grew gradually.
Initially, I made around $20,000. The next year, it increased to $40,000. That’s when I thought, ‘This could really become a business.’
Starting small and gradually scaling up is crucial to test market response. Matt achieved success through this incremental approach.
Content Strategy: Maximizing Impact with Minimal Effort
Matt’s second key to success is an efficient content creation strategy. He is adept at creating various forms of content from a single topic.
We first create a long-form video. Then we edit the same content into shorter formats for YouTube, Instagram, TikTok, Pinterest, Twitter, and LinkedIn. We also turn the script into a blog post to appear in Google search results.
The essence of this strategy is ‘doing more with less.’ It significantly reduces the time and effort required for content creation.
Creating SEO-Optimized Content
SEO strategy played a significant role in Matt’s success. He wrote content using keywords and phrases that people actually searched for.
We use SEMrush for keyword research and Rank Math plugin in WordPress to optimize SEO.
By providing information that people were actively searching for, Matt attracted more visitors and exposed his content to a broader audience.
Diversified Revenue Model
Matt’s third key to success is building a diverse revenue stream. He generates income through various methods from a single piece of content.
We earn from YouTube ad revenue, affiliate marketing on the blog, selling online courses, and physical book sales.
A diversified revenue model ensures that the overall business remains stable even if one income source becomes unstable.
Strategy for Building a Diversified Revenue Model
Matt started with AdSense but gradually added other revenue streams. Particularly, his self-made online courses and books became major revenue sources.
Our most profitable items are the course materials and books. Initially, I tried selling a PDF for $50, but no one bought it. I kept lowering the price and finally settled at $24. That’s when it started selling well.
Offering products at various price points is also a good strategy. Starting with free content, followed by low-cost products, and eventually high-priced premium products can attract more customers.
Increasing Productivity: Secrets of Efficient Time Management
Matt’s fourth key to success is exceptional productivity. As a solo entrepreneur, efficient time management is crucial to handle everything alone.
I use Asana to manage everything, from taking out the trash to paying credit card bills, and everything related to Swim University.
Matt also adopted the strategy of working with family. His wife handles script writing and editing, while his brother takes care of video editing and customer service. Forming a team allows each member to leverage their strengths, trust each other, and work more efficiently.
Low-Cost Marketing Strategy: Attracting Customers with Content
Matt’s final key to success is an effective yet low-cost marketing strategy. His primary strategy is ‘content marketing.’
What we do is continuously create as much content as possible. When the business is moving and doing well, it’s always when we are making content.
Email Marketing Strategy
Matt particularly focused on email marketing.
We send newsletters to 100,000 pool owners 2-3 times a week, adjusting the frequency according to the season.
Email marketing is an effective way to communicate directly and personally with customers. It also ensures stable customer contact without being affected by changes in social media algorithms.
Conclusion: Consistency is Key to Success
The most important lesson from Matt’s success story is ‘consistency.’ He has been creating content steadily for nearly 20 years.
There are times when I don’t want to talk about pools anymore. But that’s my job, and it’s what I have to do.
Consistency, even when it’s tedious and challenging, is the key to success. Matt’s story is truly inspirational. Creating a business that earns over a million dollars annually from an ordinary topic is remarkable. However, his success was built on relentless effort and strategic thinking.