How to Build Engaged Communities and Stand Out Online with Goose Dunlavey

In this episode of Million Dollar Marketing, I sat down with Goose, a dynamic community builder and marketing strategist who has been running the Skool World Tour, hosting Skool Game events with Alex Hormozi, and helping entrepreneurs scale their communities. If you’ve ever wondered how to turn online spaces into thriving movements, this episode is packed with insights.

The Power of Community in Business Growth

Goose’s journey into community building started with an unconventional path—dropping out of college, launching businesses, and traveling the world before discovering the power of online courses and community engagement. His key takeaway? Community is the backbone of any successful business.

"Community requires three things: frequent interaction, a common purpose, and inside jokes." - Goose

A strong community keeps people engaged, reduces churn, and boosts customer lifetime value (LTV). Before running ads or scaling with paid traffic, businesses should ensure they have a loyal, engaged base that drives word-of-mouth growth.

How to Create a Standout Brand and Engaged Audience

With millions of online businesses and marketers, differentiation is key. Goose shares that the best way to stand out is through two primary approaches:

1. Niche Down Early: Trying to appeal to everyone dilutes your message. By going narrow, you can build a stronger, more engaged audience that amplifies your brand.

2. Showcase Your Unique Personality: The quirkiest parts of you are often what attract the most loyal community members. Don’t be afraid to let your authentic self shine.

"Your closest matches will be the people who appreciate the weirdest parts of you the most." - Goose

Scaling Beyond Organic Marketing with Paid Traffic

Many businesses struggle to move beyond organic reach. Goose outlines three marketing layers:

• Ads (Paid Traffic): Running Facebook ads or Google ads to attract new leads.

• Organic (Content Marketing): Creating consistent, engaging content that naturally brings in an audience.

• Hyperorganic (Platform-Based Growth): Leveraging built-in community features, like Skool’s discovery page, to gain visibility.

The best approach? Combine all three for maximum growth. But before diving into paid traffic, ensure your systems and engagement strategies are working effectively.

Monetizing and Retaining Community Members

Retention is the key to long-term revenue in community-based businesses. Goose recommends:

• Focusing on engagement: A handful of “super fans” can sustain an entire community.

• Offering multiple pricing structures: Monthly memberships drive consistent engagement, while annual plans increase retention.

• Building sticky features: Competitions, exclusive content, or software integrations can enhance value and keep members coming back.

Goose’s Biggest Lessons in Business and Entrepreneurship

Every entrepreneur faces setbacks. Goose shares his experience of losing a six-figure business in China and having to start over. His takeaway?

"If you're not fully invested in what you're doing, it's a greater gamble to stay than to pivot toward what truly excites you."

He also emphasizes the importance of surrounding yourself with the right people. Changing your environment and networking with high-level entrepreneurs can dramatically shift your business trajectory.

If you’re looking to build a thriving online community and scale with high-converting ads, Million Dollar Marketing is here to help. Click [here] to apply for a call and see if we’re a good fit!

And remember—if you’re not moving forward, you’re falling behind. See you next week!