Podcast Summary: Ep. 293 - "Building Community Secrets" with Daniel Rolls, CEO of TargetInternet.com
Introduction
In episode 293 of "Do This, NOT That: Marketing Tips with Jay Schwedelson," presented by Marigold and hosted by GURU Media Hub, Jay Schwedelson welcomes Daniel Rolls, the CEO of TargetInternet.com and the mind behind the UK's top-rated “Digital Marketing Podcast.” Released on March 21, 2025, this episode delves deep into the intricacies of building successful marketing communities. Daniel shares his journey, strategies, and actionable insights on fostering engaged and sustainable communities in the digital marketing landscape.
Daniel Rolls’ Background and TargetInternet.com
Daniel Rolls begins by outlining his role and the foundation of TargetInternet.com. Established 14 years ago, the company serves as a premier training platform for digital marketing professionals. Daniel explains, “We work with the leadership team at Google, teams at Apple, and loads of other brands you would have heard of, upskilling their teams around digital marketing” (02:02). The primary challenge they address is the rapid evolution of digital marketing, making it difficult for professionals to stay current. To combat this, TargetInternet.com offers a structured and engaging online learning environment that benchmarks skills and recommends tailored content.
The Overuse and Misconception of "Community" in Marketing
Jay introduces the topic by questioning the relevance and effectiveness of the term "community" in modern marketing. He notes the common scenario where businesses attempt to build communities that quickly become inactive or "ghost towns" (03:18). Daniel concurs, sharing his own experiences with large-scale communities on platforms like Facebook and LinkedIn, which failed to foster meaningful engagement despite boasting tens of thousands of members (03:18).
The Secret to Building Effective Communities
Daniel reveals the pivotal shift in his approach to community building. Instead of fostering communities based solely on shared interests, TargetInternet.com focuses on communities united by common problems. He states, “A community of a shared problem is actually a better solution because if you've got a problem, you want to kind of solve it and it's a pain point for you” (04:24). This problem-centric approach cultivates honesty and vulnerability, encouraging members to engage more authentically.
A Data-Driven Approach: Problem, Agitation, Solution (PAS)
Daniel elaborates on adopting a traditional marketing formula, Problem, Agitation, Solution (PAS), tailored to community building:
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Problem Identification: Recognizing that marketers struggle to stay updated with the industry's fast-paced changes.
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Agitation: Highlighting the severity of this issue through comprehensive research. Daniel shares a compelling statistic: “On average, 42% of every information worker’s job is going to change,” with marketing topping the list at 57% (06:01). This data-driven agitation underscores the urgency for marketers to adapt.
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Solution Offering: Introducing a digital marketing skills benchmark available for free, allowing individuals and teams to assess their competencies. Daniel explains, “We give them a structured, engaging way of doing that” (02:41), emphasizing that the solution is collaborative and data-backed.
Implementing Community Building Strategies
Daniel discusses the practical steps TargetInternet.com takes to establish and maintain an engaged community:
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Webinars and Live Sessions: Contrary to conventional wisdom that views webinars as ineffective, Daniel highlights their success. He mentions, “What's probably a little bit surprising is that what's made the community come to life is webinars” (10:15). By hosting regular masterclasses and update sessions, members are scheduled to attend, reducing the friction commonly associated with virtual events.
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Combining Webinars with Email Marketing: Daniel emphasizes the power of integrating webinars with a robust email strategy. He states, “The email promise was three tips, tools, techniques, no sales, no ads ever” (15:33). This combination ensures consistent engagement and provides clear value without overwhelming the audience.
Challenges of Free Communities
Addressing the struggles of free communities, especially those that quickly lose momentum, Daniel advises that without a clear purpose and curated content, free communities often fail to sustain engagement. He suggests that free communities must offer continuous value and incentives to keep members active. “It has to be curated. So if you did a pop up and you went online, you know, live for now, you could see that working because you've already got enough traction” (14:04).
Key Takeaways and Tips
Before concluding, Daniel shares invaluable tips for marketers aiming to build effective communities:
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Focus on Shared Problems: Center the community around solving common pain points rather than just shared interests.
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Structured Engagement: Utilize webinars and live sessions to foster real-time interaction and commitment.
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Integrate Email Marketing: Combine webinars with a strategic email approach to maintain consistent communication and provide ongoing value.
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Curate the Community: Ensure that the community remains active and valuable by curating content and facilitating meaningful interactions.
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Differentiate Your Community: Clearly define what sets your community apart, whether it's the quality of content, the expertise of hosts, or the specific problems addressed.
Conclusion
Daniel Rolls’ insights offer a fresh perspective on community building within the marketing sphere. By shifting the focus from mere shared interests to addressing tangible problems, and by leveraging structured engagement tools like webinars and email marketing, TargetInternet.com has successfully cultivated a thriving, paid community. This episode serves as a comprehensive guide for marketers seeking to build meaningful and sustainable communities, emphasizing the importance of data-driven strategies and continuous value delivery.
Follow Daniel Rolls
Listeners interested in benchmarking their skills or teams can visit TargetInternet.com/skills for a free assessment. Daniel’s “Digital Marketing Podcast” is available across all major platforms, and he actively shares insights on LinkedIn. For more actionable marketing tips and strategies, tune into Daniel’s podcast and connect with him on social media.
Note: This summary captures the essence of the podcast episode, focusing on the core discussions and insights shared by Daniel Rolls. Notable quotes are attributed with relevant timestamps for reference.