Business Achievers: Joanne Sweeney and Digital Training Institute


Our latest Business Achiever is Joanne Sweeney and Digital Training Institute. We asked Joanne to tell us a little bit about her digital-focussed business and asked her about her business journey to date. Read on to find out more in Business Achievers: Joanne Sweeney and Digital Training Institute.

Join our Business Achievers community and get access to downloads to help your business, free online training courses and network with members to help grow your business. 

Give us the background to your business 

I started in business 10 years ago as the recession hit Ireland. I have evolved over that decade from traditional marketing and communications to digital marketing. I have pivoted in the past two years as I developed the online side of my business and created a sub-brand called Public Sector Marketing Pros. As the name suggests I work with communications professionals in Government, public policy, policing and politics.

When you want to grow an online business, identifying your niche is very important. I have a background in journalism, PR and a degree in politics and sociology so I draw on a number of areas of expertise.

Having published a book four years ago on how police forces use social media, I decided to broaden the target audience by including all public sector and Government agencies. While my offline or consulting side does include private sector, the reason I decided to go niche into public sector and social marketing was to scale the online side of my business. 

What's on the cards for 2019? 

Last year I hosted Ireland’s first Public Sector Digital Marketing Summit in June 2018 which sold out! I’m creating seminars and bringing them to Brussels and London in 2019.

I'm excited about my new sub-brand Public Sector Marketing Pros. I've been providing digital marketing and social media consulting and training for 10 years, but this year was about setting my business up to scale. Any good digital marketer knows that to scale online, you need a solid niche. 

As well as publishing a second book "Mastering Social Media in Government and Public Sector", I launched a 12-month accredited Diploma in Digital Communications for Public Sector, I researched, wrote and launched a national report. I've been speaking in Brussels, London and across Ireland. My podcast has now reached 123 episodes.

This year I’m writing my third business book "The Definitive Guide to Digital Marketing and Social Media in Government and Public Sector", re-branding my podcast and launching a weekly YouTube Show. This is about positioning and scaling brand awareness beyond Ireland. In 2019 I'm going to be leveraging the hard work put in last year with my plan to scale my online business and get greater exposure in new markets in the UK, the US and Australia. 

Recommended reading: Business Achievers: Karen O'Reilly and Employmum

The best business tip you've ever received?

Invest in yourself and your business will flourish.

Any advice for other business owners?

"Don’t put your ladder up against the wrong wall." A great quote from Robin Sharma. Be sure your niche is the niche for you and you have tested the marketplace.

Where do you see yourself in 5 years?

Being a fully-fledged scaled online business with speaking and writing my other revenue generators.

What does business achievement mean to you?

It means having happy customers and scaling the value as a solopreneur. 

Where can people connect with you and your business?

Visit my websites at and I'm on Twitter @jstweetsdigital and LinkedIn Joanne Sweeney.


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