Posted March 12th, 2010
Online Business Management and You: A Guide of Caring for Your Partnership
Social Media Fatigue and internet marketing burnout are just a few of the common symptoms experienced by webpreneurs; it is the sign of our digital times. So, naturally when my friend and fellow Online Business Manager, Cindy Morus, showed me this graphic, I just knew that I had to write this article.
There seems to be a lot of excitement and confusion around the idea of hiring an online business manager. I have found that some business owners often confuse an OBM with a Virtual Assistant or expect an OBM to be their coach, copywriter, internet marketing genius and every other expert you can imagine. However, while an OBM has killer skills in a variety of areas, it is important that you as the business owner understand the matrix of support that your business needs to be successful. So, I wanted to write this post to help you wrap your mind around the online business management concept.
Online Business Manager:
Online Business Managers are a very powerful asset to your team and you will at some point need to hire one for your online operations. An OBM is charged with managing all the moving pieces of your operations, while keeping an eye on profits. While some OBMs may enjoy or be skilled at performing certain functions, a common misconception is that the OBM “does” it all. The fact is, while we do have extensive knowledge of building online business, we work with clients in a variety of industries. So we’re talking a myriad of different, technologies, systems and work styles that are impossible to know how to do it all. Instead we are trained to know how to “get it done”. This means finding cost effective solutions (i.e. outsourcing, web technologies, vendors…etc).
Don’t get tempted to devalue an OBM ‘s services because they don’t have real experience in every area of your business. Odds are there will be some areas that are unique to your business that your OBM may not be familiar with.
Business Coach:
Many life and business coaches are familiar with the OBM concept. However, while a Certified OBM is trained to some degree of coaching, it is important that you, the business owner, also look for specialized coach or guidance in moving your vision forward.
This is helpful for a couple reasons:
a). An OBM has limited training in the area of coaching and is not always equipped to move you through some of the deeper “stuck” issues you may be experiencing in your life or business.
b). A Coach, Mentor or Mastermind group can help you zero in on those meat and potato issues that have you stuck.
For example, your OBM may suggest raising your prices on your membership program. You may resist this fearing you may lose paying members. Through your coach, you may discover that your resistance not only encompassed a fear of losing money, but the fear of next level success and being able to sustain it. After your breakthrough, you work through your resistance to green light your OBM’s recommendation and experience next level success that is superbly managed by your OBM, of course!
Blog Specialist:
Content roars and is the king of this virtual jungle. If you or your OBM don’t write or even like to, then the smart thing to do is to hire someone who can and does. For this piece, it can be an intern, someone you know or a freelancer. Whatever your choice it is important to have this piece in place as a log serves as your headquarters for information and inspiration of product creation (gettin’ a little poetic on ya!).
Virtual Assistant:
The biggest difference between an OBM and a VA is the mindset. While there are VA’s who are driven to help you grow, an OBM is fueled by the bigger picture. The OBM operates from a marketing mind set. That is, every task that is mapped out and executed is done with the “How will this make money” question in mind. For an apples to apples comparison, check out this OBM vs. VA Comparison Chart.
VAs are great at supporting sustainability. You know, the essential routine and administrative (behind the curtain stuff) that keeps your business’s engine running smoothly. Often times, you may want an OBM but need a VA. A good VA can help you to move your business forward, even to a level where an OBM can step in and manage more effectively. The more foundational stuff you have done the faster and easier your business can grow.
Product Launch Specialist:
This is a very key area of your business and while your OBM has fundamental understanding on how this process works, it may not be an area that they themselves have the time to efficiently implement with all the other pieces of your business they are managing.
- There are at least a few of ways an OBM may approach Product Launch Project:Do it themselves
- Outsource to a specialist
- Hire a team of VA’s (or delegate elements to your existing team) and oversee/track effectiveness.
Copywriter:
It can be difficult to express your product service or idea in compelling words. Sometimes, it is best to hire someone who has a gift for writing. Copywriters can be expensive, worth it, but expensive, especially if you are still in the building stages. It is important to consider how you will accommodate your content creation needs. Your content is what sells your products and services. It’s what draws raving customers and prospects to you. So, you really can’t afford to skimp on this piece. At the very least, you and your OBM should commit to creating a 12 month content plan to execute and hire a copywriter when you need “ninja” word power!
Financial Specialist:
Now it goes without saying that you need to have someone to preside over your financial picture. Now, while your OBM can track sales and analyze your numbers. There is no substitution for a certified accountant of financial professional.
Joint Venture/Affiliate Marketing Specialist:
JVs and affiliate marketing tools are great ways to jump start your growth. Your OBM can help connect and manage JV relationships. You know the ones that are just too scary to approach? They can also help you implement an affiliate program to help your products and services depending on your OBM’s comfort level, they may decide to take on this piece, outsource to a specialist or delegate to a VA on your team.
Marketing Specialist:
Your OBM is a ninja genius. They will come at you with ideas and strategies that will have your relieved and your business smiling. However, it is important to understand that they may suggest bringing on a marketing specialist to consult or advise in areas that may have you stuck. Remember, we don’t have all the answers, but we know where to find them.
Webmaster:
Depending on your site structure, this may be a real site designer or a Virtual Assistant. These days many people have blog based or sites with CMS built in so it is easy to update without paying mucho dinero for small updates and additions. More than likely, if you don’t have this in place, your OBM would suggest that you move to a more flexible platform. (IT WILL SAVE YOU MONEY).
This piece is better delegated to a specialty VA that will be overseen by your OBM.
Writer/Editor:
This piece is similar to the copywriting piece except this is more of an ongoing need. Copywriters are typically called in for those special “store window” pieces (i.e. sales pages, promo materials, even targeted articles. However, you need to identify who will be charged with creating and proof reading the content. Your OBM may enjoy writing. However, it is important to note that content is the meat of your operation. So, while you may need to get creative with the resources you have in the beginning, you need to remember that your OBM has limits and a lot of other aspects of your operation to manage.
Check out this very illuminating slide share presentation about creating a web content strategy.
Web Content Strategy – How to Plan for, Create and Publish Online Content for Maximum ROI
So, there you have it! I hope I have given you a greater understanding and perspective of what having an Online Business Manager on your team really means to your success and how the different pieces all work together. There are a lot of moving pieces to your e-vision and it takes strategy and perseverance to achieve success.
As you look for ways to get out of your own way and stop trying to do it all, you’ll find that there are a multitude of ways to promote, grow and manage a multiple streamed business online as long as you understand what goes into it and move smart with the right support in place.
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Let me know if you enjoyed this article. Until next time…
Warm Wishes for Success,
