Know-How Exchange : Strategy

Given what you wrote, start by trying pay-per-click adverts based on the keywords you think your audience are searching for. After a short time, you'll know if this is effective, and can rapidly test alternative keywords, offers, and website landing pages.

If your audience has online forums where they gather to share knowledge, leads, experience, that's another natural place to position yourself.

You could also provide refer-a-friend programs, where people who are influencers in a region would be paid referral fees for each paid signup.

Yes, hire someone to manage the PPC campaign.

The objective: Generate leads and revenue sufficient for the net revenue (i.e., profit) to pay for the PPC campaign (including management). This probably won't happen immediately, but it can happen fairly quickly if you invest heavily up-front (on testing) so you learn what works (and what doesn't) before you spend the entire budget.

baz_entm, the conversation so far has not addressed the question of your competition. Have you completed a detailed analysis of your competition? Have you used this analysis to prepare a comprehensive SWOT analysis? If you haven't conducted an exercise of this nature, then you are always going to be vulnerable to being outsmarted in your marketing and promotion.

Use posts on LinkedIn and Google PPC ads.

To generate leads, consider offering "how to" reports and whitepapers that give tips, advice, and outlines on ways to improve certain skills. Have those reports then funnel attention into a membership plan or towards a special offer.