Nitro Marketing

Kevin Wilkie started building internet businesses in 1996, making $100,000 in as little as six weeks. Over his career, he generated over $30 million in revenue across various ventures. In 2009, he focused specifically on online marketing for local businesses, running an agency for six years. But Kevin's natural instinct was always to teach and help others avoid the mistakes he made.

Nitro Marketing is Kevin's training company that teaches people how to become local marketing consultants—even if they have no prior experience. The product is positioned as a "business in a box." Students buy a training course for either $697 upfront or three payments of $277 each. Upon purchase, they get access to an online membership site, software tools, access to Nitro's outsourcing team, and 90 days free access to proprietary software that does prospecting and marketing outreach. After 90 days, the software costs $67/month—creating a recurring revenue stream.

Kevin admits he's not a technical founder. His team uses Ontraport as their membership platform, handling all the technical complexity while Kevin focuses on the business model and sales.

Kevin built his sales engine around webinars—he's conducted over 500 sales webinars over the years. His genius insight was realizing the webinar isn't a single event; it's a week-long funnel. A recent example illustrates the power: 398 people attended the live webinar, generating 56 sales. But that was only the beginning. Kevin replays the webinar in the afternoon for people who couldn't make the live time, again in the evening the next day, and once more on the weekend. The original recording goes live on Monday with a payment plan option announced. On Tuesday, he announces the offer is closing at midnight.

Out of that single 398-person live audience, 170 total sales occurred: 56 live + 114 from replays and recordings. That's a 14% conversion rate on 398 attendees, translating to roughly $126,000 in revenue (accounting for payment plans).

The payment plan option is strategic but secondary. Kevin prefers to collect the full $697 upfront. In the recent webinar, only 3 people asked for a payment plan during the live event, but 62 payment plans were ultimately taken. This tells him the replays and extended funnel are capturing price-sensitive prospects who wouldn't have bought otherwise. By stretching the offer over a week, he captures 203% more sales than if he'd ended the funnel at the live webinar.

Kevin's acquisition strategy leverages affiliate partnerships. He partners with marketers who have audiences aligned with his product. They promote the webinar in exchange for 50% of sales generated. In the recent webinar, his affiliate partner received roughly $63,000 in commission, while Nitro kept the other half. Kevin calls this "minimal work" since the affiliate handles promotion and he already has the webinar and product infrastructure ready to go.

Nitro Marketing generates over $4 million annually. Kevin has built an incredible lifestyle traveling the world while running the business through delegation and systems. He's also built a mastermind group with top people in his industry—meeting twice yearly at no cost but by invite-only with qualification requirements. Kevin credits his success to personal growth (not just reading books but living the lessons) and surrounding himself with the best people possible. His next focus is continuing to scale the webinar funnel through affiliate partnerships and deepening the mastermind relationships that have "revolutionized" his business.