Transcripts
1. 1 Introduction: Welcome to a new video. Really excited to have you here. Today we will be talking about social media marketing 101. We will be giving you a step-by-step guide, where you also will learn the psychology behind every platform and how to write, sell, or market through these platforms. Now, the truth is Social media is big. That's something really undeniable At this point. Throughout my career, I've had many mentors around this topic. This includes some world-renowned market tiers. We will be publishing those expert interviews down below in the course, so make sure to check them out. You'll be surprised at how cool these people are and maybe if you're in marketing, you might already know them. Now, a lot of what I'll tell you here are the basics of social media and how to interpret each platform to maximize your chances on it. Understanding the psychology of how to sell market and right on each of these platforms can get you to that next level. Of course, a lot of this content is already out there and some really great YouTube videos and blogs. However, the value of this video will be that I'll have everything organized with my team and condensed for you, will try to cut out all the fluff and summarize everything we've read and seen in the last decade of the existence of my video marketing agency. Obviously in all the upcoming videos of this category, if you feel like you've read something before that you like and you want to explore more. Maybe you've discovered what I'm telling you here from other blogs and videos, please reach out to us so we can send you our source links and you can dive deeper into things as well. Of course, you're always welcome to just message me straight MIT and they'll be able to help you within the support chat. The most important part is we've gathered everything, condensed everything, and made sure that you have everything in this one category of videos. So let's start.
2. 2 What is Social Media Marketing: Social media is the fastest growing trend in the history of the world. Within the first ten years of being publicly available, the internet managed to gather roughly a billion users. That's one in six people. Social media did one in five within nine years. Let's take Facebook as an example. They started signing up people in September 26th of 2006. Now it has 2.6 billion monthly users. Facebook quite literally is beginning to take over the world. 68% of people in North America use the platform. And honestly, if you look at other countries, it could be even higher than that in those countries. In some ways, Facebook is kind of like a country of its own. It's larger than any other country in the world. And you could even argue that it's more connected because it's Facebook. And that's honestly just Facebook. There are so many other social media platforms. By the end of this category of videos, you might get overwhelmed as to how many there are. My message to you is just focus on one, figure it out and then move on to the next one. But before we start, I don't think that people are only using these platforms once a month just because that's how most people go about measuring the stats and reality. People are using these platforms every single day and they use them not just once per day but multiple times. Think about it. Have you ever checked constantly on your Facebook news feed or maybe Instagram or tick tock. In fact, we're so addicted to our mobile phones and social media apps on them that there's now a word for our obsession. It's called No More phobia. It's the fear of non-being near your mobile phone. With such widespread use, social media presents an incredible marketing opportunity. If you're not using social media marketing yet, you'll either have to learn it now or lose in the long run. And in this Guides, I'm going to walk you through the most popular platforms that we've discovered for most tech businesses. I'll give you an overview of each one, show you how to build a successful strategy for them and point you to some of the best places to learn even more. But first, let's go over some definitions.
3. 3 SMM Definitions: The social media marketing definitions. As usual, Wikipedia is a disappointments when trying to define social media marketing, because it pretty much says social media marketing is the process of gaining website traffic or attention through social media sites. But if you would look at some of the top marketeers out there, we have some expert interviews from some of them as well. They would define the process more like social media marketing is the process of creating contents that you have tailored to the context of each individual's social media platform in order to drive user engagement and sharing. And that is exactly why it's important to understand each psychology of each social media before blasting out content over all social medias at the same pace, you're gaining traffic is only the result of social media marketing. What do you do once you have that results? Each platform is different on one blog, content's going to be the master on another video is going to dominate and on another pictures is gonna win. That's why I'm going to show you the differences between all the top platforms and how you can leverage each. As you'll see, each platform requires a slightly different strategy. Because here's the thing. Everyone wants their content to go viral. But to do that, the content must be engaging so that people want to share it. Your content must be so good so that it makes to user one to tell all their friends about it. Otherwise, your social media strategy will fail. You'll have no shares, no viral content and node traffic back to your site.
4. 4 SMM Overview & Terms: Now a quick overview of social media marketing. Even though you hear about the same social networks all the time, that doesn't mean there aren't any others out there. Even though some graphics and Wikipedia are different in general, you might find around 200 services of social media, of course, each year that changes and creators remove over 100 social media platforms and add 100 each year. And the reason being that the world of social media changes really fast. So when you're just starting out, start with the ones that have been around for years. Betting on the next big thing can pay off if your rights. But it is a gamble. If you're just getting started on social media strategy, you really can't afford to gamble in a thing like a casino like that. So don't start gambling on social media platforms. You don't understand and make sure that you have the basics like a Facebook page or maybe even the Twitter account. Since most people will already seen how effective those are. Now let's look at some key social media terms. So now we're going to be covering social media terms. I want to go over these terms so that you understand when everybody's talking about if you were ever in the meeting or talking to a client. Now, content is whenever you are posting, can be a Facebook status update, a photo on Instagram, a tweet, something to pin on a board on Pinterest and many others. Content comes in many different forms and you might need to custom tailored to each platform. But it's even more important than content though is context. Now, what does contexts mean? Gary Vee, whose an influencer in the business scene, has a ton of great YouTube videos as well for beginning entrepreneurs. Gary Vee set that if content is king than contexts is God, you can have a great joke. But if you place it somewhere inside E3 thousand word blog posts and very few people will see it on Twitter. However, that same joke as a tweet might crush it. And the opposite is also true. Packaging your entire blog post into one tweet is hardly possible. So try a good call to action with some relevant hashtags instead. And that kind of brings us to the next term which has hashtags. By now, there are a very common form that people use to add meta information on almost all social media channels. Things like Twitter, Facebook, Instagram, and Pinterest, all use hashtags to let you describe the topic of your content or maybe even market as part of current trends. They make your content easy for users to discover and therefore more likely that they'll share it, which brings us to shares. Shares are the currency of the social media worlds. Shares are all that matters on social media. People will keep talking to you about impressions, click-through rates, and potential reach. But none of these tell you whether people actually pass on which you have to say, when people engage and interact with your content, that's good. But when they share it, that is the time when you celebrates a great tool to measure shares and the overall impact of content is bus sumo. The more shares, the more people of your content. It's the best form of engagement that people can have with it. The next term is engagement. This is a general term that means that people interact with the content that you produce. It can be a life or reaction or a comment or a share. All of these are good, but the shares are where it's at. Now that we've covered some definitions, let's take a look at some trends that are going to come up.
5. 5 SMM Trends: Social media marketing trends. The social media world changes faster than any other online space in keeping up with it isn't an easy task. So here are a few trends you'll want to keep in mind. Most likely these trends will impact not just this year, but also future years to come. First of all, is organic reach is down a long time ago. A social media user could post something on their profile and easily grow their social media following. After a few months they've received loads of friend requests, comments, shares, and likes, all because of their amazing content. But today that's not happening anymore. In fact, most social media platforms are making it increasingly difficult to build an organic following. And it's not unintentional. Here's y. As the ability for organic superstars to shine goes down, something else goes up. That's right AT spent. Of course, some platforms like Facebook are doing that already full force. But the truth is that it's the same for every social media platform. They make it more difficult for users to grow their organic platform so that businesses spend more money on ads. In fact, one change that Facebook made caused a 52% drop in organic reach proposed in just a few months. Remember, social media platforms are businesses. So if you're doing well right now, that doesn't mean you're going to be doing well in one year with the same strategies. Now Facebook, Instagram, Twitter, and every single other social media space wants to make money. And they do that by connecting you with paying customers. Ideally, they do that very well, but ultimately they are each in it for the money. So you have to watch out and measure your own efforts to see what works and what doesn't. Social media is becoming what's coined as pay to play, as organic reach becomes more difficult, businesses have to pay to play. They can no longer trust savvy content marketing efforts to build a following. The more that social media algorithms prioritize ads, the more that businesses are willing to pay. This is why social media ad spend is way up. Advertising budgets for social media doubled from, let's say, 2014 to 2016. And by 2018 and amounted to more than $89 billion. And this only goes up as we go into the trends of 20-20 and on. I mean, let's be honest, we're not surprised here. I can imagine you're not surprised either. It makes sense when you find out that social media companies make practically all of their money from advertisements. In other words, social media is only free for users because advertisers are paying a lot of money to reach those users. The user is the product. There was a great documentary on Netflix about this. You can look up social media and they'll probably pop up. It shows this concept very well. Now because the user is a product to reach them, you have to pay. Fortunately, if you choose the right social media platform for your business to invest money into, that won't be too big of a problem. Most social media sites still have very reasonable at cost, especially if you have thought through your advertisements. Well, after all, the better your ads, the less you'll spend. Now the next trend to be aware of is channels are merging. As entrepreneurs creates social media websites to possibilities become increasingly endless. And that trend isn't slowing down as new ways of communicating, reaching customers and pulling leads develops. So do strategies that are equally innovative. Take for instance, cart abandonment emails. Once the only place to send and receive cart abandonment messages was through email. You receive something like in your inbox, hey, you didn't sign up yet or you didn't check out yet. Now, however, Facebook Messenger and a ton of other messaging platforms are kind of equally viable. I mean, just the other day I was receiving a message on Facebook Messenger about me not having checked out at something. So why is this so important? Channels are changing and the way marketers use them is changing even more as more and more social media sites find their footing, expect the merging of different marketing channels to happen even more than it already has. Just like Facebook did, messenger with email cart abandonment suddenly became a multi-platform thing. Now another trend you could be looking into is that tools are going to be merging. But it's not just the channels that are merging. The social media tools we use are also emerging. How many times this week, for example, have you logged into a SaaS product with Google or Facebook instead of creating new login credentials, as more tools flood the internet, all of it becomes cluttered for the users of those tools. Fortunately, marketing tools all around the Internet are working to integrate seamlessly with the giants. Take male chimp for example, mail Chimp is an email marketing software and users can create Facebook ads natively from their mail chimp accounts. They can do so to target their email subscribers or create a look-alike audience from their current subscribers. The more that this happens between social media platforms and SAS companies, the easier time you'll have marketing to your target audience. Really, this merging of online tools is a good thing for your business. And more than likely it isn't going to slow down anytime soon with these trends in mind, it's time to look at some of the most popular platforms. For each platform, I'll give you a short history of how it came about, where it's at right now and what the context of the platform dictates and how to come up with great content for it. We'll start with the biggest beast of all, Facebook.
6. 6 Facebook History, Context and Business Suite: Let's cover facebook. Let's cover the history first. As a movie name suggests, this is the social network when Mark Zuckerberg and his co-founders created the site in the Boston dorm and Harvard in 2004. They only made it accessible to Harvard students, but they quickly realized to site's potential after expanding to Ivy League colleagues and a few others, they opened Facebook to everyone in 2006 and it completely exploded. Now it's the biggest social media platform out there. It offers marketers the most data and the most targeted ads. You can be as specific as defining your customers down to the socks they're wearing. With Facebook ads, you can target management executives in the bay area between the ages of 4554 who played golf on a regular basis and regularly spend money on equipment thanks to credit card data. Or you can find a teacher in Great Britain who is in their twenties and just graduated and starting their career. And who loves things like watching Netflix? Now, as promised, the context is more important. Facebook gives you a lot of freedom when it comes to content, images, videos, and text posts all work. What matters though is that you integrate your content into the platform as much as possible. For example, instead of just posting a link to a YouTube video, you can upload the video to Facebook's own platform. You can also go live or share stories like Instagram stories or tick tock stories, and even shop on Facebook marketplace. Tried to keep your user on the platform as long as possible. People trust Facebook and they don't want to leave the comfort of their homes. Of course, things are slowly starting to change after the elections and we do see a lot of people going away, but I wouldn't be alarm too much about trends like that. By the time everybody leaves, It's still going to be a dominant players. So make sure you figure out Facebook. Now an important part of that is that Facebook business manager now called Facebook business suite. If you want to advertise on Facebook, the first thing you need to know about is the Facebook business sweet tool. You can think of this as a hub for managing your ads, pages in boxes and people. It's free and quite simple to use. You have to go to the landing page for the Facebook business sweet, click create account in the top right hand corner, enter your business name and click Continue. Then enter your name and your business email. Then click Finish. Yep, getting it setup really, is that easy? You'll now see your business sweet dashboard. Feel free to browse around to get a feel for its capabilities. This tool is an absolute must for anyone who's serious about advertising and marketing on Facebook, it'll give you a single place to worry about your marketing performance rather than jumping from tab to tab.
7. 7 Facebook ads setup + IG integration + Fb Live: Now some Facebook advertising options. Perhaps the best part about Facebook is this specificity with which you can target your ideal customer. You can choose to target people based on their demographic device, H, interests, and a load of other characteristics. That's a wildly valuable benefit for any marketer. After all, we marketers take tons of time creating customer avatars and target market portfolios. But Facebook actually allows you to put those things into action. The first thing you'll get to choose when creating a Facebook ad campaign is the goal of your campaign. Do you want to drive traffic to your website? Drive conversions, promote your Facebook page, getting engagement on your post or something else. Just select the one you want. Daniel, also get to choose your audience based on their location, age, gender, language, interests, behaviors, and connections. Finally, you'll be able to select the devices you want to target and where you want your ads to show up. Facebook recommends using auto ad placement, but if you disagree, you can just as easily decide where you want your ads to go and what device you want them to target. Be aware desktop is always more expensive than mobile. So if you are able to target mobile, there might be really good. And in some industries, I would even argue that desktop converts better even though it's more expensive. Although even that trend is slowly going towards mobile. Now many social media platforms will make all these decisions for you. But Facebook puts you in the driver seat because they know you'll likely do the best job of finding your ideal customer. You after all know your target market and your one key fan as described in the last videos, better. One to make the most of Facebook's marketing features. Here's a quick rundown on how to dominate Facebook marketing. Understanding Facebook lookalike audiences is going to be one of the most important parts and that what happens when you find the perfect audience to targets, finding your perfect advertising audience can take quite some time. So naturally you want to make the most of it. Fortunately, when you find your perfect audience, you can leverage it. Facebook allows you to create lookalike audiences. Basically, these are audiences that mimic the characteristics of one of your current audience. That means that if you have an audience that is performing remarkably, for instance, your clients, you can create a similar audience that should also perform well. Advertisers everywhere flocked to this feature because it streamlines the process of finding and expanding your target market. Now another integration that definitely is important to understand is the Instagram integration. Did you know that when you create an ad on Facebook, you can also run that ad on Instagram by clicking a single button. That's right, that's all it takes. You can simply click the Instagram ad placement button and select feet, stories or both. If you're ad is highly visual in your target market is younger people, then you might want to consider using this automatic integration. It will expand your reach with no extra work. Now very important is also to understand Facebook Live. People love Facebook Live. They don't quiet to love it. They love their families, but it's close for a while now, marketers has stood in awe of the power of video marketing. At least they did until a live video came on the scene. There's just something about life video that makes it nicer and more appealing. Maybe it's the chance that people will mess up. Maybe it's the honesty, the transparency. Maybe it just makes us feel a bit more connected. Whatever the reasons the fact is the same. People enjoy life video far more than they do traditional videos. That's particularly true on Facebook. Users spent three times longer watching Life videos. They may do pre-recorded videos. In other words, life video might be well-worth your marketing time and money on Facebook, it quickly engages people and they watch it for longer than alternative video content. And since it's still early in its development life, video isn't crowded yet, and that was it on Facebook. We've taught you how to set everything up, giving you contexts, and hopefully you will be able to proceed from here. Let's go to the next social platform.
8. 8 Facebook Group Creation then Page: Hi. Today we're going to learn how to make Facebook groups. Now, there are two ways to make a Facebook group. You can do from here, from the plus sign on your right hand. Or you can create a page and then create a group. So we're gonna do first creating a group just from scratch, not linking it to any page yet. We're gonna create a group. We'll call it the group name EC50, guide. Page. Page two. We are going to set it to private, but you can choose dollar, so do it as public. We are. But we're going to do it for the case of this guy that we're going to do it private, we will do it hidden as well just for this purpose, but you can also do it visible. And if anyone searches for the group, they will find this group will do with hidden. We're not gonna invite any friends. We are just going to create it. So we are waiting for it to be creative. Mount it's created. That was very easy. You can invite friends here and you can change your cover photo here as well. You can also do just to test this one. You can drag it if needed. But think like this, it's fine. We'll save the changes. You can see your members here. It's only me. You can see are events you're creating event here for the page, for the group, I mean, discussion. You can invite people here. Like I said, you can manage the member requests in here. So when someone wants to join because it's a private group, the request will come in here. You can set it here. This is your admin tools so you can sit anything that needs to be said here. Now, we are going to, are going to go back home. We're going to create a page. So then we can create a group linked that page, or we will link this page, this group to the page or going to make. So we are going to create a page, page name again to SFP guides. As a fee guide. Page. To be We'll do it education website and to their teacher. Description is not required, so you won't do it. We'll click on create page. And it's creating. It may take a couple of seconds. Oh, page to what's grandma? You can add images. So it was created. Now we can add images. We will add a profile picture. We will do this one, see how it looks. So here in the middle you'll see how it will look like. And then we will add a cover image. We will use this one. And to see how it looks. We can drag to have it a bit centered or if you want to start up funding event to appear, we'll leave it like this and then we'll save it. Now you have a page. Here, you can add action buttons. So if you're linking this to a website, you can do it from here. Events and more. Just to have a look of what all you can do in here. Now we will create a group, but with this page. So firstly, you can link to the group which is not in here with Soviet add, we're going to create a link group. We're going to do again as if v i page group two. Again, we can do it private or public. We're gonna do private. We'll do it hidden again. And then we'll click on, click on Create. So now we have created a group that is linked to the page. So to recap, you can create groups from two ways, just from scratch from here. Or you can create a page and then either linger group, which I believe it has to have members in order for you to link to it. Or you can create a group within the page like we just did. And that is that.
9. 9 Facebook Page Creation then Group: Now we are going to create a page and then create a group. We're gonna go to the plus sign on your right. Click on page. You're going to call it as a fee for startup funding event. Page two. We're going to put Gaza glory, educational website and tutor or a teacher. You don't have to fill in description, created page. Make sure to add the category that is applicable to your website or whatever you want to create a page for. So if it's for a mean matrix, for a mean page, et cetera. So now here it says a page was created and how you can add your images. You will choose here the profile photo will choose the black one. Logo. In the middle, you'll see how it will look like this desktop preview. Click on the mobile, you'll see how it looks like on mobile. At a cover photo, we will just chose the white one startup funding event. And then you can drag through position if it doesn't look fine. We'll save it. Again, takes a couple of seconds and says you're not interacting as SFU Page two. Okay, so it says here important next steps, upload images created well composed. Invite friends at a button page. Close it. We are going to show you how you can create a group. So here you will find it directly next and home you'll find the groups. But you also have to take note that depending on the category, sometimes the groups, the group option will not appear here. Also note that not all the time you will see this option as sometimes depending on the category that you've chosen for the page, it may be that doesn't appear here, but for the categories that we have chosen, and it does appear here. So we will go groups. And it says that we can link a group or weekend create link group. So if we click on Link group, you will see here a few groups that I've made before. You can link it from here, or you can create it linked group. Then you'll create a group again. As a group. Say just three will choose privacy, private, hide group will do it hidden. And Daniel create. And then you appear right where the group page, again, you can edit your cover photo here. Can go to members. You'll see the SOP H2 isn't new member where the only, the only member here, again, you can change or manage your memory crests on the left side, this is the Admin tools. So the difference between creating a group from the link page is that that page, it's the member. And when you create a group from your own profile, then you will see make, we saw a while ago that your profile is the only member. So take note of that. Invite people here. You can fill in the rest of the information. And then you're done.
10. 10 Instagram History, Context, Tools & Ideas from 0: Hi there and welcome to the next video on Instagram. This one is going to be interesting as Instagram is one of those platforms that is gaining a lot of popularity and kind of eclipsing the mother company, which is Facebook. Now before we start, let's dive into the history so you understand where this is coming from. So the founders of Instagram, these guys did literally everything right? They had the perfect app and released it at the perfect time. Within three months of releasing Instagram in the App Store, it had reached 1 million users. Their growth was entirely organic. The app was so good that it dominated the App Store charts for months, and it still does. When the app came out, APA Haag just unveiled the iPhone four that brought a major leap forward in the quality of pictures or users could take with their smartphones. Seven years and a billion users later. The way the app works is almost entirely the same. People go speaks, tag, friends, insert hashtags and double-tap to show they like what others share. It might seem like nothing has happened, but let's not forget the fact that Facebook acquired Instagram in 2012, only 24 months after they started for a billion dollars and in 2015 they rolled out the use of ads for everyone. So now the context, pictures and videos, Instagram is and was always about pictures, but videos are gaining ground out of all the big networks, Instagram has the highest engagement rate since liking is so easy because you just double tap on a picture as you scroll through your feet. People tend to do it more on Instagram than on Twitter or Facebook. You can also release short or long form videos and share Instagram stories. Both formats do well for brands. You also have Instagram TV for long form Of course, tools like Camtasia, in-video, iMovie, things like Final Cut Pro, Premier Pro can all help you create these videos that increase engagement. However, posting video on Instagram can certainly work to. Let's take an example. If you go to any random influencer, you'll see that is routinely collect 3 thousand plus likes and hundreds of viewers within a day of posting when a person posts them, when done right, these videos can lead to a ton of organic followers, and the videos could be very random. It could be somebody cooking something in 15 seconds, in thirty-seconds with Instagram TV, it could be, of course, an entire show or Instagram stories. It could be less than ten seconds. But if I were to start a new Instagram account from scratch, I'd focused mostly on pictures. Here are a few categories that work well, inspiring quotes. They give positivity for people who scroll through their feet. Questions in text form, they engage your followers pulls something like that. Photos of items from luxury brands when people see those things and imagine those things, they might like that as well. Of course, you must also make use of hashtags, give a call to action with each photo and make sure that you're using your bio, right? It's your only chance to link back to your site unless you have ten K plus followers. But we'll talk more about that later.
11. 11 Instagram Influencer Marketing & Case Studies: Now let's talk about influencer marketing on Instagram. If there's one social media platform that represents the pinnacle of influencer marketing, it's Instagram. The reason for that is kinda difficult to understand. But maybe it's because it's a visual platform, or maybe it's just because the ad overloads haven't yet reached Instagram yet. Or maybe it's just the influencers enjoying content more on Instagram and Facebook, Twitter or anything else? Whatever the case, Instagram is winning it. It's no surprise then that 65% of brands participate in influencer marketing. You might want to consider joining them as well. And you don't want to join them just because you want to give in to the trends of today. It's because the influencer marketing trend on Instagram is really powerful. It's one that you shouldn't easily ignore. Now, next feature is Instagram stories. The truth is, it is stealing from snapchat. It literally copied paste the feature, Instagram stories is a feature that lets users create coherence series of pictures, videos, or gifts. The feature exploded the moment that Instagram created it. In fact, in 2017, the number of people using Instagram stories passed a number of users on Snapchat, which is literally a similar platform. In other words, if you're going to use Instagram, then you should probably create a story of your own. Perhaps you should create a story that shows users behind the scenes of your business or offers special deals. Okay, so you might be wondering, Instagram is awesome and it's growing. But all of their raises an important question, which is how our brands using Instagram? What do they use it for? Well, the answer to that question is actually quite simple. They are using it for engagement. Instagram is the best social media platform for engagement. It beats Facebook and Twitter. Of course, that doesn't mean that you can sell on the platform and market your products as well. Especially now that there are features like these product tags and links and stories. But trying to push for audience engagement is going to be your best bet. Then once people learn to love your brand, they'll buy from you on Instagram DO engagement must come first, and let's go now into the next social media platform.
12. 12 YouTube History and context: Let's talk about YouTube now. First again, history about YouTube. When it first started, nobody thought that it would blow up to 2 billion users. This social network has changed the way we consume video since it has made it easy and free. And it gives us a way to express our opinions instantly thanks to comments. So streaming, posting videos are all part of YouTube. Users watch about a billion hours or more of video on YouTube every single day, YouTube has spawned entire industries and kickstarted thousands of careers. Ten years ago no one could make a living playing video games. But now cutie pie or felix is one of the biggest earners on the platform. He's made a $124 million since 2010. Recently he's had a 100 million subscribers and a ton of people watch him as he gets scared from games and place new games and releases. Now another more business-related example is robo, a 3D printers startup. They were able to generate 4.8 million in revenue using video ads, including YouTube ads. Thanks to YouTube, people can now build a nice small business teaching things, sharing makeup tutorials, doing funny pranks are sharing their athletic abilities. Or maybe a lack of that for marketers, it's a great way to share a long form content which are audience, especially if they're not avid readers. For example, you could turn your blog posts into video tutorials like this. Prototype however, is use other social media channels as a gateway to drive your followers to YouTube by giving small snippets and previews of your videos. The little bite-sized teasers will spark curiosity and make people want to see the whole thing. Now the context of YouTube, there are two ways to succeed on YouTube. You can either entertain or teach. There's no limit to how long your videos can be. And people have published entire courses in the form of a single three-hour video. If you're trying to be funny, you should be funny on all channels. It doesn't make sense for your brand with a blog about pay-per-click advertising to suddenly make animal jokes on YouTube. You'd be better off teaching some of your strategies on video. Whatever you do, don't overcomplicate things. You don't need high quality recording equipment or fancy editing. The chances are good that you're probably a few steps ahead of most people in your niche. So just get in front of a webcam and start teaching. If you're looking for great quality, use the back of your phone camera instead of a webcam. And tried to get at least full HD, which is called ten ADP. If you can get 4K, I can advise that however, you're editing is going to be really hard. So don't go for 4K just yet, maybe in the future, but for now, keep it at ten ADP, full HD. You will notice those are great qualities and the back camera of your phone can definitely reach those. The truth is with social media, anyone can become a star and YouTube is the same. Sure, since YouTube is video-based and requires a bit of videography knowledge and a bit of the right equipment, but already tons of different online phenomena or DIY buying their way through YouTube. We're just a decent light microphone and camera. Your business can start using YouTube to drive traffic and generate leads. Your iPhone will do like I mentioned before. Now, very important as I've made my career doing YouTube for many other companies as well as our own post-production and editing is going to be important. It's not just video filming that DR. wires are taking over. It's also post-production and editing. In fact, every year it seems new tools come out that allow people like you to edit your video content with ease. For editing your own video content. For YouTube, considered things like actual Youtube Studio which you can use, as well as things that are free like Camtasia or iMovie. If you're on Mac, if you can upgrade to Final Cut Pro or Premiere Pro, I highly, highly advice that, but those are easy and free to use with editing programs like that, you can layer content, cut content, and even add new graphics. So those are important things to like.
13. 13 YouTube Ads: Now let's talk about YouTube video ads. You might want to consider them because YouTube is actually the second largest search engine in the world after Google. Currently, there are six different types of YouTube ads. Depending on the type of ad you choose to use. Viewers will either be able to skip your ad after a few seconds or YouTube will make them watch the entire thing. They're actually different strategies will work for different businesses. Don't be afraid to try different things in the marketing world, we call this the AB split testing because you have ads a and an ADS B and you're trying to ride or sell to see which one performs better. At the end of the day, make sure to cut fast on the things that don't work in the end, your advertisement on YouTube will only be as good as your determination to find out what works. Spend the extra time and money to do so, trust me, you won't regret it.
14. 14 Linkedin History and Context: Let's continue with LinkedIn. First, the history. Linkedin is older than Facebook. Reid Hoffman, one of the early members of PayPal, founded in 2002. But initial growth was slow. On some days he only had only maybe 20 sign-ups. Lincoln's growth never really exploded as Facebooks. But they've been around for around 1820 years now and I've grown to over 706 million members. The strategy that got them subtraction was focusing on what worked well. For example, they gave it a lot of attention to their homepage, which accounted for 40% of their sign-ups. They quickly increase that number to 50% within four months. 13 thousand more people per month, whereas getting email invitations to increase from 4% to 7%. 19 thousand more people per month took two years. What they always had going for them was being profitable very early thanks to premium subscriptions, a paid job board, and a few other freemium options. They were making money after only three years of being in business. They experienced several key turning points, such as allowing users to import contacts, focusing on the professional San Francisco tech scene, and acquiring an integrating great services like Slideshare and pulse. These decisions help them grow into a 7,600 person company that Microsoft bought for over $26 billion. Now, context on LinkedIn, it's all about being professional. This isn't Facebook, the casual writing style that's used to make some blogs so popular, doesn't really work well on LinkedIn. People are there for one thing, only, which is business. They want to learn about what's new in their industries, who's hiring goose firing and how to optimize their performance at work. A presentation or SlideShare about baking muffins won't do nearly as well as an in-depth company presentation from a tech conference. If you're a content, helps people expand their networks or conduct business in a better way, it has a place on LinkedIn. If not, you might want to focus on other channels first.
15. 15 Linkedin Groups + Ads: Let's continue with LinkedIn. First, the history. Linkedin is older than Facebook. Reid Hoffman, one of the early members of PayPal, founded in 2002. But initial growth was slow. On some days he only had only maybe 20 sign-ups. Linkedin's growth never really exploded as Facebooks, but they've been around for around 1820 years now and have grown to over 706 million members. The strategy that got them subtraction was focusing on what worked well. For example, they gave it a lot of attention to their homepage, which accounted for 40% of their sign-ups. They quickly increase that number to 50% within four months. 13 thousand more people per month, whereas getting email invitations to increase from 4% to 7%. 19 thousand more people per month took two years, but they always had going for them was being profitable very early, thanks to premium subscriptions, a paid job board, and a few other freemium options. They were making money after only three years of being in business. They experienced several key turning points, such as allowing users to import contacts, focusing on the professional San Francisco tech scene and acquiring and integrating great services like Slideshare and pulse. These decisions help them grow into a 7,600 person company that Microsoft bought for over $26 billion. Now, context on LinkedIn, it's all about being professional. This isn't Facebook, the casual writing style that's used to make some blogs so popular, doesn't really work well on LinkedIn. People are there for one thing only, which is business. They wanted to learn about what's new in their industries, who's hiring goose firing and how to optimize their performance at work. A presentation or SlideShare about baking muffins won't do nearly as well as an in-depth company presentation from a tech conference. If you're a content, helps people expand their networks or conduct business in a better way, it has a place on LinkedIn. If not, you might want to focus on other channels first. Now, LinkedIn groups, what's this? If you're familiar with Facebook groups than LinkedIn groups shouldn't stretch your imagination too far. Just think of Facebook groups. But for businesspeople, basically, LinkedIn groups are a place for like-minded professionals together and discuss topics of interest or establish their expertise. You might want to consider joining one to establish your business as an expert on certain topics. Or if you're starting a career to go into all these industry LinkedIn groups. After all, the more people that believe your business knows what it's talking about, the more people who will work with you in the future. It's an easy strategy for making connections and growing your content marketing audience. Now LinkedIn advertising is another beast, as would all social media platforms. You can also use LinkedIn to run your ads. And if your business falls into the B2B category, business-to-business, LinkedIn might just be the best place for your advertisements. In fact, marketers rate LinkedIn as the most effective social media platform for B2B companies. Linkedin is also the top platform for lead generation by a long shot. Evidentially, since people on LinkedIn or they're to talk business, they also don't mind interacting with business. This means that your business can get some serious attention on a platform if you play your cards, right? And add might just be the way you choose to do that. It's very important to check over LinkedIn in our other videos as well as our lead generation video because these are crucial to your success on LinkedIn, but definitely explore LinkedIn ads as a potential option outside of Facebook ads and YouTube or Google ads to grow your clientele.
16. 16 Redddit History, Context, Marketing Fails: Now let's talk about Reddit. You can also check some more in the expert interviews about that. But the history of Reddit, Reddit slogan claims that they are the front page of the internet and they aren't very far off with 1.5 billion visits from May 2019 to mate 20-20, Reddit might just live up to its description. Breaded is another college originated social media site and it's a very special one at that and focuses entirely on community benefit. In fact, read its users will ferociously attack you for spamming link bait or dumping promotional links on their boards, which are called subreddit. But if creditors like what they see, they can easily drive enough traffic to your site to crash it. You shouldn't take a Reddit traffic storm lightly. Two key factors that helped Reddit grow to such a massive platform are am, ask me anything and they're voting feature. Users can upvote and downvote entries, links and commons, the most popular and helpful submissions always show up on top red it rewards or punishes accounts with karma, which they display separately for links and text posts. This way, users don't have to dig through tons of content before finding one's good. They can see what's popular right at their first glimpse, the platform took off when celebrities started doing a amaze. And during AMA, celebrities hang around on the platform for a while and answer user's questions live. People who have done a maze include Barack Obama, Arnold Schwarzenegger, Tim Ferriss, David Copperfield and even Bill Gates. Now, quick context, red, it is tough to crack. You can't use it as another distribution channel and just submit a link. Everytime you publish something on your blog, you have to be present. You have to communicate and provide value to fellow creditors without asking for anything. First, submit funny and helpful links for awhile just to build up your karma. And they're refer back to your content, but only do so where it's appropriate and be sure to make the links a side node rather than the entire content of the post. For example, the e-commerce brand Finley was able to generate $20 thousand in sales using Reddit correctly. Now very, very important are the Reddit marketing fails. Read it mostly hates marketers. It's not necessarily the fault of marketers. So red, it is just a unique community. They don't like people who are too blatant in their marketing and data link businesses trying to be pushy for diaries and even some of the top businesses have made massive mistakes on Reddit. The CEO of a large outdoor gear retail chain started an AMA on Reddit hoping to generate brand awareness. However, that's not completely how it went down and I'm not going to elaborate further, but you can imagine how the meme industry took over. So what's subpoint? Be careful. What you post on reddit takes some time to understand the audience before you start using the platform to advertise and market. Once you do understand predators though the platform represents a well of marketing potential that you don't want to be able to pass up on.
17. 17 Reddit ads: Now read it as if you don't want to try and grown organic following or read it, then you can consider simply posting ads on the platform. First though, you'll need to determine if read it is the right place for your ads. As we already discussed, ads can go wrong and actually hurt your business if you do it wrong on Reddit. So make sure that you know what you're getting yourself into first. But here's some health in terms of demographics, the platform consists primarily of males under the age of 30 and users who highly discourage content that is too salesy. If your businesses of fit for read it, then just go and create an ad and see how it performs. However, watch it carefully because users can bombard you with hurtful comment and DAG can hurt your brand image before you're even able to respond. If you're going to run ads on the platform, them be ready to respond to some serious heat. But if you live through the heat, you could harness some serious potential. So definitely go check out, read it if you feel like it's something for you.
18. 18 Snapchat: Now let's talk about Snapchat, a little bit of history about Snapchat. I remember downloading the app all the way back and thinking, this isn't going to work out. I deleted it and didn't hear about it again until it really started to go viral with a lot of young people. I still don't really get it, even though it's pretty much blatantly copy did. But still a lot of millennials, a lot of interns and go through our company seem to be all the time on Snapchat. Apparently it's not my generation. Maybe it's the next generation, but it's still out there. And I'm actually very grateful that interns passed by our company just because I actually see what is happening with that generation. And Snapchat is definitely a big thing. Now, Snapchat has 238 million daily active users, while the majority of those are girls, almost 70%. The boys who might share the platform have one thing in common. They're very young, 71% of the users are under 34 years old. Now, some hacks and scandals might have frighten you from using the platform, but, but I can tell you this is one serious platform for marketers if you know what you're doing, even though the app has only been around since September of 2011, it is worth around $2 billion. Of course, there's some disagreement within sources, but it is a big platform. Now a bit of context for you. If your products are targeting 14-year-old girls and you're not on Snapchat, you are doing something wrong. However, if you're on a platform, it's easy to do a lot wrong since all images and videos disappear after ten seconds max, the context suggests that all content on the platform is fleeting and short-lived. Naturally make sense to provide content around that same theme. For example, you can give your audience access to a live event. If you're giving a talk at a conference, take a few snaps when you're onstage and shared on which your followers let them behind the scenes, show them the happy hour on Friday at the office, the IPO Party, and even how you act when you're alone at home. You could show them your practice run of the speech, how you screwed up your makeup or what a cool car picture up from the airport. Snapchat is all about sharing those precious moments that we all have so few of in life. So make sure that you use it for just that. Now, B2B marketing on Snapchat is where it gets interesting. Can even market your B2B company on Snapchat. Some people think you can't. After all, a large portion of the current Snapchat user-based consists of those who are teenagers are younger, but don't let that young audience deceive you as a platform finds it footing in the digital world. Older populations are flocking to the platform as well. In fact, one entrepreneur uses the platform to offer regular advice to other entrepreneurs. And HubSpot uses it to increase and established their brand's personality. And Doak who sign used it to interact with people during a conference. So yes, you definitely can use Snapchat to market your B2B company. Plenty of other businesses are doing it and you can do to, of course, Snapchat requires a bit more creativity on your part than other platforms. Keep in mind that users can only view your images and videos once. That should at least partly define the type of content you put out. Plus they're restriction can also work in your favor. Since all your content is temporary, people might be more inclined to view your snaps while they can and fully taken the content. Once they do, it goes away though. So remember that. And lastly, what I want to tell you if you've never experienced Snapchat before. A good video went viral, the snaps from DJ Khaled when he got lost in C, just typing DJ Calico Lawson seeing YouTube and you'll definitely understand what I mean. But that just gives you the context of how Bear and fleeting those snaps are, and how people are interacting, how influencers are interacting on that platform that could give you some context to snapchats. But with that being said, let's go to the next video.
19. 19 Pinterest: Now let's talk about Pinterest. Pinterest is a number one social media platform for marketers who want to target women. 71% of their 320 million monthly active users are female. You can think of the site as a giant digital scrapbook between their close launch in 20102012, you needed an invitation to get on the platform. So it's only been open to the public for five years. Nevertheless, delete you acquire from Pinterest or high-quality just like LinkedIn, and from funding round to funding round, they increase their valuation. Today, the social media app is publicly traded with a W market cap of $12 billion. Even though Pinterest doesn't yet make any serious money except for a few ads for famous brands. There are definitely one of the top ten most influential social platforms right now. So definitely don't dismiss Pinterest as a social media platform if it's relevant to your audience. Now a bit of context for Pinterest, always to remember that 71% of the audience are women. They collect the curate and they share topics like decorations, interior design, cooking, clothing do really, really well due to the nature of the pin boards. Pinterest is also one of the only platforms where images look best when you display them vertically. Keep in mind that your pics needs special formatting to look good on Pinterest platforms like Canvas. It'll give you actually the resolution necessary for Pinterest. Now influencer marketing on Pinterest is really interesting. If Instagram is the god of influencer marketing, then Pinterest is this God's son, or more appropriately, his daughter. Since Pinterest allows users to market within whatever niche they like, influencers really, really loved this platform. But that's a good thing for your business. Since you're a marketer within a specific niche, you can use those influencers to advertise your product, their existing audiences, growing your own audience takes a ton of time and maybe just maybe you don't have that ton of time. In that case, influencer marketing is your answer. If you scroll through Pinterest, you might find users that have more than 4 million followers just sharing things like recipes. Here's the best news though. There's a niche for everything on Pinterest and that means that there's an influencer for everything. Do you wanna market clothing or tiny toy dogs or Harry Potter stuff? Believe it or not, there's a board for that which brings us to the Pinterest ads and buyable pins and how to use that. Of course not. Everyone will want to go through the hassle of finding, talking with and hiring influencers. Some of you will simply want to run ads on the platform and get on with your lives. In that case, remember that the vast majority of people on Pinterest are women for some of you, that's a good thing for others of you, that's not such a good thing. However, despite that general leaning, Pinterest is a remarkable platform for getting people to buy your product. 93% of users use Pinterest to plan their purchases, and 96% use it to gather product information. And the best part is that the ads fit right into the board seamlessly. So they're very hard to notice if you have a product for women that's highly visual and you don't want to deal with influencers than Pinterest ads are your solution. Run them and see how it goes and let me know. I hope you enjoyed this short look into Pinterest, and I'll see you in the next video.
20. 20 TikTok: Let's talk tick tock, tick tock, the new one on the block. Let's first talk about the history of it. Take Talk is a Chinese video sharing app first launch in 2016. Unlike other social media apps, would humble roots and basements or dorm rooms, that company is the result of two different apps merging today, the app has more than 800 million active users around the globe. Tick tock users share short video clips of themselves dancing, lip sinking, or sharing thoughts about politics and social justice matters. The AP stands out due to the number of interactive features, such as filters, music, and editing capabilities that allow users to be incredibly creative. But tick tock has had a lot of controversy. The Chinese owned app is incredibly popular in the US, particularly among Jim Zi. However, the app has an uncertain future in the US due to data privacy concerns. President Trump has threatened to ban the app in the US unless the byte dance cells, the US operations to a US based company. India has been the app and several other countries are threatening similar measures. Of course, in the meantime, there has been some changes and some type of regulation, some backdoors that they found. But at the end of the day, there's still unclarity about what is happening. In the meantime, you can still build your audience and maybe transferred over to other platforms. Now how does take talk marketing work? For starters, competition is low. Most businesses aren't bothering with it yet and adds are still quite affordable. The newish platform is also a great place to get creative and tried fund strategies that might not work on more formal platforms like LinkedIn. If you're considering to get into the world of marketing on tick tock, here are a few ways to leverage the platform. First, take talk marketing videos. The most straightforward way to mark it on tiktaalik is by creating exciting content related to your brand. For example, you could create short how-to videos about topics related to your brand. Using keyword research tool like Uber suggests to find topics your audience cares about. And then create short snappy videos for tech talk. You could also use the font style of tick tock to introduce your team members, show off your headquarters or highlight the features of a new product. Consider using the platforms, interactive elements such as poles and others. Now let's talk about the influencer marketing part of it. If you want to improve your engagement grades, consider working with established tick tock influencers in your market. The average US influencer on tick tock have a 17.99% engagement rate, making influencers a powerful tool for brands. To find influencers. Use the search feature to look for hashtags related to your industry and look for users posting high engagement content. You can also use the influencer marketing's hub free influence or search tool. Just type in a topic of interest. And the tool will provide a list of up to ten relevant influencers. Let's talk about the ads part. Tectonic gives brands for different options for paid ads, brand takeovers, native ads, branded lenses, and hashtag challenges. Before diving into these, you'll want to understand the differences. The first one is brand takeovers. This one is exclusive category takeovers that show up in users feeds before any of the accounts they follow. The second one is native ads, similar to boosted posts on Instagram. These ads give your posts a wider reach. Number three is branded lenses, which is designed and promote a filter related to your brand, similar to Snapchat sponsored lenses. And the last one is hashtag challenges. Tick tock is known for sending challenges, viral hashtag challenges allow the brand to use banner ads to improve challenge visibility. Hoped that makes tech talk a little bit more clear. Let me know how you've used a platform. I'm really excited to get to know that and I'll see you in the next video.
21. 21 Tumblr: Tumblr, the forgotten one. Let's dive into the history of Tumblr. It's huge in some industries and completely unnoticed by others. Tumblr, sort of a mix of a blog, Instagram and Twitter. The owners call it a microblogging platform. This platform is primarily useful for curating images. Users can easily read blog and like these images sort of like retweets and favorites, you can scroll down an infinite feed which makes it easy to consume. David Karp, founded in 2007 and as of November 2017, Tumblr powers over 375 million blogs. Some of these belong to celebrities like Lady Gaga, Ariana Grande day, and many, many more. There are even entrepreneurs who took advantage of Tumblr and launch profitable businesses through it. Yahoo bought Tumblr in 2013 for over a billion dollars. In 2011, they had only collected about 1 tenth of that in funding, around a 125 million. Now users create over 15 million posts each day and decide makes money with advertising. So then let's get into the context of it. The endless scroll feature makes Tumblr naturally good for images. It's a very visual medium. Designers and photographers often use it to display their portfolios. Fashion brands and bloggers can use it to curate content from their industries. However, there's one type of file that dominates and that is clearly that Tumblr is the number one platform for gifts. The animated moving images are right in between photographs and videos. Most people switch to Instagram for photos and videos don't work well on Tumblr syncing, interrupt your flow. You have to stop, press play them, pause the video again and scroll to the next one. Gifts are the cross-pollination of the two funny memes. Animated clips and short videos make users scroll endlessly in binge consume the content. If you're in fashion, design, photography, or any other visual industry, be sure to take a very serious look at Tumblr. Now how does it Tumblr audience demographic look like? The audience on Tumblr is a bit different than any other social media platform. Most of the people are on the platform to have fun. They're there to share Funny Comics, memes and gifts. They aren't particularly friendly toward marketers, however, but that doesn't mean that you can mark it on the platform. It simply means you need to be more creative when you're doing So. In fact, Tumblr is a great place for your marketing strategies to take form. People who use social media spend more time on Tumblr than they even spend on Facebook. That means that your posts and advertisements have a higher chance of the right people seeing them at the right time. Additionally, the vast majority of Tumblr users are young. Most are somewhere between 1834 years old. While you keep in mind that the users are young, Also remember that they're on Tumblr for entertainment. They aren't there to find products and they definitely aren't there to hear about your brand message. One company recognized this with their product to hold the meme Bible. They realized that Tumblr loves means and that the people there would likely respond well to their product. So for three weeks they went full board and marketed their mean bible on Tumblr. And what was the result? They made over $200 thousand in sales in three short weeks. If you have a product that works for the Tumblr audience than you're doing yourself a serious disservice by not using the platform to market your product. So definitely check out Tumblr for these purposes. Hope you've enjoyed this and I'll see you in the next video.
22. 22 Medium: Now let's talk about medium. I really liked this 1 first, I'll give you the history of medium. You would think that by now that there are enough blogging platforms out there. But no, apparently there aren't somehow within five years, medium grew into one of the largest blogging sites on the Web within an Alexa ranking of ADA. And if you don't know what Alexa is, it's an extension that you can use on Google Chrome to check how far ahead in the analytics of the global Internet world websites are. So you pretty much can see how popular a website is. A big reason for medium success is its sleek and simple design. Ev Williams, one of the co-founders of Twitter, initially launched it in a 2012 closed beta, before eventually opening it up to the public. Similar to some apps such as Hemingway, the user interfaces incredibly simple. The differences that users can press published directly instead of copying the content to their own blog. Before Williams founded medium, he also created Blogger, which he eventually sold to Google. Clearly, he has a knack for blogging platforms. Thanks to its numerous big publications, medium can be a way to build an entire audience without ever creating your own website. Better humans is a popular one. The most popular topics are designed start-up marketing and social or political matters. Now let me give you the context of medium. Since it's a blog platform Medium naturally does well with long form content. However, posts shouldn't be too long. Medium shows the estimated reading time for each post right at the top of them. If people see that it'll take 20 minutes to read your posts, you'll scare most of them away. Most users aren't willing to make such a big time commitment. Seven minute posts do usually best. So if you have longer articles, it makes sense to break them up into many smaller pieces. If you have a big following, are ready, you can use it to catapult your articles to the top. Since supposed to users recommend the most land in the featured stories were most users will see them as few as 50 to a 100 recommends within an hour too, can drive your article right to the front page. Big outlets like Huffington Post, Business Insider, and entrepreneur often pick up content that has done well on Medium, that gets it additional exposure. Now let's talk a little bit about the medium audience demographic. In September of 20-20 medium received nearly 200 million visits and the majority of the traffic to the site, nearly 26% came from the United States. This offers a lot of potential for you to get yourself in your business in front of new prospects. Also keep in mind that the majority of visitors to the site are men with an above average education. What does this mean for you? Well, if your strategy revolves around posting cooking recipes or videos, then medium might not be the best for you. Similar to LinkedIn, Medium is ideal for posting content that's more professional in nature. For example, the most popular tag in 2016 was politics. Now that doesn't necessarily mean that you need to post-political content. All I'm saying is that the gap between politics and business is a lot smaller than recipes and business. Take for example, the marketing and entrepreneurship section on medium. It has a 146 thousand followers. So there's clearly an audience for this sort of content. Now the truth is in the more niche specific section like this, you may not attract the attention of as many people as on Facebook or a larger social networking site. But because of the following is narrower, you're likely going to get a higher percentage of the right people to interact with you and your brand. So should you use medium if your content is more lighthearted or is likely to appeal to predominantly female audience, then consider a platform like Pinterest instead. But if the topics you blog about relate to sales, politics, entrepreneurship, than you have nothing to lose by posting them on medium. In fact, there's a lot you could gain. We use medium every week and we post there quite regularly, have been featured multiple times on the homepage and even have our own publication where writers can submit their content. So I do highly advice medium. Now how do you market content on medium? If your content is relevant for medium users, then using the platform should be a no-brainer. In fact, using the platform to benefit your business will require almost no additional effort. All you have to do is take blog post that you've already written and repost them on medium. Since you still own the rights to the content on medium, you can do with it as you like. And it's an easy way to get additional eyes on all your hard work. So insured, I'd say what do you have to lose? He can use medium to easily get your blog content in front of new eyes and it won't take you any extra work to do so just copy, paste some content from your website and you're done. More people will see it them before and you never know if you might go viral and be featured on the home page. But that was it. Hope you enjoyed medium and I'll see you in the next video. Okay.
23. 23 Medium Start Account: Hi everyone. Today we're going to create an account on medium. So first things first are gonna go on medium.com. So when you're on their website, you're going to go on get started, which is here at the right corner. You're going to click on there. And you can enter choose assignments with Google, Facebook, or just with your email. And if you already have a sine Eigen that count, you can just sign in. But we're going to use the sign up with Google. And now you're going to fill in your name. Feed test emote to create an account. And done your account was created. The first thing you're gonna do is, as it says here on the right, design your profile. And I click on your profile. And you're gonna go to design your profile. You're going to click on that. And you arrive here at your home page. This is all your homepage or your profile will look like. These are story examples. These are stories examples. You're gonna arrive on your profile. This is how we, your profile will look like. So basically you have your, your cover and then you have your examples stories. And this is your home view. Is this a desktop view you can choose to click on the tablet view to see how it will look like. You can also choose the mobile view to see how it will look like. You can also switch home to story. This is how your stores would look like on the mobile. This tablet. Then back desktop. We're gonna change story back to home. And we're gonna start with the colors here on your left. We're going to choose some SIFE colors. Red. We're going to choose the background color to a black one. Then we're going to choose defiance. A title formed is a set of one serve to some serif. I prefer to san serif than for the details is going to be small text here. We're going to click on, sorry if one serve to sans-serif, we're gonna leave it to some Serif. And then we're gonna click on make a selection for the body, body of texts. So sans serif, serif one serve too. They have sans-serif one. We're going to leave it to sensor point as well. We're going to click on header. So here you will see that you cannot change the alignment because it said on smalls, if you click this on large, it becomes large. And then you can change the alignment to, this is left aligned if you wanted Center, you can click on center aligned. We're gonna leave it for now at center. The background you can also do with gradient. And if you choose gradient, you have the choose another color. Dark bread. Story header. We're gonna click on stories here. Are also going to leave it on red. And then I'll go back to home. Then you can also add an image, is will be our cover photo. You can either do a link or choose from your downloads were willing to adhere. Are going to choose this image. Include your alt text, make sure correct. You can choose here the image position, like this, bottom centered or top. Adventitious by them. You can also choose to display either to fill, fit, tile or Aldo, right, going to choose to fill. Then, then the name. You can also leave it like this, changed the name or add a logo. We're going to add a logo. I'm going to add this logo. Right now it's medium. You can do it even smaller or larger we're going to do with large. Can also change the bio. We'll just leave it like that. Then you can check again if everything is the way you wanted. This is home. Go back to the story to see how it would look like on tablet and mobile. And if you are satisfied with it, just the publish, publish again. And done. So next what you're gonna do is you're gonna, you're gonna write your first story. And this will be shown in the video that is coming up next.
24. 24 Medium First Story: Okay, and now you're going to create our first story. After you started to write in your story, you'll be able to get the settings. Medium story editor is quite simple, so this should be easy. Going to enter a title asset test. Boast. Alright, see the settings, but we'll just add a few text right now from an old newsletter. If you want to add an image, you click here on the plus sign. You can either add one of these images. And with this one, you can align it on the left. You can have it in the center. You can have it much bigger and it can have it full screen. We're not gonna do that. We're going to have in the middle. You can also try if a caption. If you click on the plus sign, you'll see next to adding an image, you can also look for an image, an honor of splash. So we are going to look for an image of people and click on Enter. And we get the options. If you don't like it, the first page you can just click on Next. I mean, it has a lot of options. Go back previous. It did like this one. If you want something else, just type again, press Enter. You'll get what you want. Going at this Muslim say liked it. And you can see that with this one it already has a caption and they're also giving the author credits. You can also add alt text if you want to write something. And if you click on the plus sign, you can also add a link to a video. So you can basically youtube link, female Vine, another link. We are going to a, a figure length of one of our podcast episode number 15. And that will come like this. Also one before the last. You can also add an embedded link or with this one you can also add a new section. So it will be like this. And you can type. Okay. So let's go to the settings. If you go to the three dots, you can add some vacation shared draft link, shared the Twitter. If it's connected, you can also manage unlisted setting. So we're the manage on this setting is basically that you are publishing the boast but not visible, which is good if you just wanted to share it between friends. So we are going to make it unlisted. We're going to save. Then we're going to click Change featured image. If you started with your post, it's also important to know that if you're writing your books and you haven't added any images yet, and you come to the settings over here and you'll want to feature image. You won't see any image to choose from. But because we've added two images, it will give us the option to choose which image we want as a feature image, we're going to choose the people that are shouting with the next settings. You can also change the display title and also the subtitle. And they're going to leave it like this. Change tags. We are going to add a tag. Test testing. We're going to save it. You can also see your revision if you've changed it multiple times or posted, then came back to change it. And if you go to more settings, it will give you a story preview of how it will look like. You can also choose to pin this at the top of your profile. You will see the author of the story. If you're part of the program, it will appear here. So if the partner program is basically when you're earning money from your stories, you will see the tax here, which will help people to find your story better. And Daniel have also the SCO settings. So you can change the SEO Dido and also SEO description. For the sake of this, we are going to just leave it like this. And with the promotion link is also good. If your stories are bard of the location or the partner program, this link will give people free access, even though people have already used are complimentary stories. And then content Licensing. And then you have the advent settings, which basically you can customize your own link. And you can also mentioned that if you are copy pasting a story that was published elsewhere, you can add the original URL over here. So that is for the extra settings. We're gonna go back to the editor. And I think we're ready to publish, unlisted, and published now. And here it will tell you to complete your profile with the name and also acquire you. And also clean your URL for the day is done. And then you've basically published your first story. Now, you can also go back to your stories and added them. So here you can see if you have anything in draft published responses and unless that. So we're gonna go to unlisted the one that we just made. We're going to click on it. And if you go at the bottom, you can click on the dots and you can get this massive penalty approach alpha. Edit a story, sorry, settings, use that's an also hide the responses that go into Edit story. Now if you go to the dots, you can cancel the editing shared and more. Whatever I want to explain is this piece of app to publication adds publication is there are ever, if we click on it, we're not going to see any publications because we're not part of any. So publications are basically shared spaces for stories. So you have an owner or an editor of a publication about a certain topic, let's say about startups. And you want to contribute with a boast about startups. So you have to contact the editor or the owner of this publication, of this shared space, and they will have to add you to their publication. Then if this story was about a startup and I wanted to contribute it to that topic, then I would click on here. And if I click on ads publication and the owner of the publication added meat to it, then I would get like a drop-down list of publication that I have to click in order for it to be posted there. Basically, what will happen is that the owner will review it, maybe give you some feedback, and then after you've changed, the owner will schedule it to be posted in that publication. That is about it. We're creating your first story. It's a very simple yet effective tool. So make good use of it. Okay.
25. 25 Quora: We're finally coming to the end of this category. I'm really excited that you're still here with us and now we're going to be covering Quora. The last one. I'll give you a short history before I'll go into the contexts and explain how to use Quora. So quick history. This is another Silicon Valley based startup to former Facebook employees, created in 2009 and made it public in 2010. They thought that Q and a was one of the great formats of the Internet, but up to that point, no one had built a solid platform for it. It turned out that they were rights would a comparatively low $80 million in funding. They built Quora up to over a 190 million users in eight years. By 2020, Cora had 300 million monthly active users. Users can ask questions and if they're popular, users can react them. Users can also upload answers to make sure that quality answers show up. First. People have built entire platforms from answering questions on Quora and some answers boasts more than 1 million views. The startup just implemented advertisements in the middle of 2016, drawing the eyes of marketers all around the digital globe. So now for some context, this platform centers around one thing, questions. You can get the most out of it by providing quality answers to particular questions they users have re-ask lots of times. Thanks to the voting system, quality answers make it to the top and they usually stayed there for a long time, tried to give answers that will still be valid in a year or two or even five. Some of the most popular Cora answers came from years ago. You can double your benefit from Quora if you use it to come up with content. For example, you could write a blog post that gives a very detailed answer to a popular question. Not only will you have a great buck-boost Sen, but you'll also be able to republish it as the answer to that question. This will also help you build a reputation as an expert on your topic. If someone likes an answer that they read from you, they'll often browse through the other answers that you've given. That's kind of how it happened with us. Once they started hitting more than a million views on Quora, you just started noticing that people went through all my old questions and we're uploading there as well. So even though I'm not doing that much on Quora nowadays, I'm still getting tens of thousands or sometimes hundreds of thousands of views of month. So how does the Cora and content marketing work? Core eyes a great place for establishing herself as an expert on a certain topic. And that can happen in two different ways. It can happen on Quora or off Cora. Either way, the question and answer platform helps. How you ask, does it help? Well, first, you can answer your target markets questions. Imagine, for instance, that you're a digital marketer hurting. You want to start establishing herself as an expert in the digital world. You can go to Quora and answer questions. Then if you answer is remarkable, people will upvote it, making it a winner in the Cora SCO system. But in case that's not good enough, you can also use core to find topics for your own blog. After all, your audience has a lot of questions and finding out what those questions are can be seriously tedious. Fortunately, quorum makes that easy. Simply go to Quora and typing your niche, browse through the questions people are asking, then all you have to do is take those same questions and create your own website content around them. It's an easy way to come up with content topics that your audience is interested in digesting. So I definitely encourage you to check out Quora if you are writing a blog and make sure that the questions that you're looking for are also popular. That way you'll have better probability that the content that you're writing will go viral. Hopefully that helps. And I'll see you in the next video where we will be closing of this entire section on social media marketing. Really excited, you're here with me, see you in the next video.
26. 0 Introduction How to Create Content Strategies S: Hi there and I'm super excited to welcome you
here where I'm going to be discussing on how you can create specific content strategies
to attract new leads or even put yourself out there in a
way that you don't have to invest in a lot of cold
emailing or cold calling, but letting the
clients come to you. Now this is crucial
and it took me almost eight years
to figure out how we can shift away from a service-based business
where we're cold emailing, cold calling, which by the way, we're still doing to client
collecting where clients come to you and you just have to vet them to see
whether they fit. A lot of these strategies
tend to be based around SEO. And I definitely admin SEO has helped a ton over the years, but a lot of it is also
content strategies. Everybody talks about content
marketing all the time. But what I've always
struggled with is one finding which content
to use and to just brainstorming and getting writer's block when I'm thinking about this is to give you a global overview
and some ideas, maybe even some case studies to get you going if you
have that writer's block or you literally
just don't know what to put into your
content calendar. Trust me, if you've used all of the ideas and strategies
that I'm sharing here, you're definitely going to have a significant change in warm leads coming your
way or just in general, people being interested in
you following you and maybe even asking some
interesting questions that can lead to referrals. Now this isn't going
to happen overnight, give it some time just like SEO takes about six
months to one year. That's what I needed to
learn with content marketing and putting content out there
for clients come to you. But once it works, it starts working like SEO just on autopilot
to the points where cold emailing and cold
calling actually becomes a minor part of how
you get new clients. That's what this is about, just giving you basic
ideas and new angles of how we do it to
get you started and make sure that you don't
get writer's block and can fill up your entire
content marketing strategy to the point where you
don't have to do all delete collecting that you've been doing all of this time. If you're in the beginning
phases of a startup, makes sure to at
least allocate 10% to the easiest ideas that
you can find here. But definitely do not
dismiss it and just focus on the sales
strategy that a lot of salespeople tend
to say if I had started earlier with
content marketing, I would've probably saved myself several years in our growth. I hope you enjoy it and I'll
see you in the next video. It.
27. 1 Intro + How tos Effective Strategies of Lead Generation S: Hi there and welcome to this video where we
will be covering effective strategies
of lead generation and creating content to get
leads to come to you. Now this is mostly
about giving you some creative brainstorming
topics so that you can take these tools
and start creating content that will actually
get people to come to you. You don't actually need
any year for this. You can start on
any social media. And the goal, of course, is to convert and get people to come to you and ask
about your services. So without further ado, let's go into all of the tools that you can use today to start
posting content for dad. I'm gonna grab my
iPad because we have a ton of strategies
to go through. The first one is
going to be how twos. Now, you've probably
seen these posts a lot on LinkedIn,
Reddit and others. For lead generation,
we always recommend to do something like LinkedIn, but other social media platforms could use this one as well. How-to is usually go into very specific Tutor
Point Sections of how to do something. For instance, a lot of
the things that I follow because of our events are
funding event is investors. And I tend to see a lot of
VCs and early-stage investors posting how to start a company or how to
create a brand name, or how to do lead generation. These can be very short to
the point topics as well as some resources that
they share on how you can do things much smoother. Those things get shared a ton that could be
very interesting. Try to find what
your relevant topics are and see what relevant
influencers are posting. Maybe they've already posted some how-to guides and you can gain inspiration from that.
28. 2 Content curation + Case studies S: Content curation. Now, every social
media including LinkedIn as well as YouTube and read it
and all of the others. Facebook, Instagram
have a ton of content, but if you're able to cure rate, the best content may be in a group or in a
profile type setting, you might get followers just because of that, just curating, sharing relevant content or even posting about certain content. Maybe news articles
that people don't read a lot but deserve
a lot of attention could gain you some
followers that could potentially become
warm leads over time. Number three is case studies. This one tends to go viral
if done the right way. Case studies have to be very, very relevant and
something that is completely new in
order to be shared. If you're just sharing
the same old thing, people might like it, but it's not going to do
much if you're sharing a very unique case study that
is triggering some emotion, you might get a lot of shares. An example of a great
case study could be a marketing agency that is sharing how they
did Facebook ads. Sometimes they get certain ROIs. For instance, if you can get more than eight times an ROI
on your Facebook ads and you shared a case study that could attract a ton of new clients.
29. 3 Charts & Graphs + E books S: The next one is
charts and graphs. Some people love these types of illustrations with graphics, I'm always reminded of how immature mother and that
episode would Marshall, where he discovers
that he can get free charts printed
by his company. Some people truly, truly
loved charts and graphs. If you can really take complex data and put
it into a graphic and then post it
on LinkedIn that might deserve a ton of sharing. And if you're the
person that is sharing, that you might attract a ton
of new followers who again, could potentially become
new leads for you. But I would say try to get relevant complex
data into a graph. Don't just share
about things that are not relevant for your business. At the end of the day
you're trying to get leads. So try to post relevant things that are
maybe proprietary even to your company or
something that could be an obstacle from people that might want to buy a
service from you. For instance, let's
say that you're a video agency and you're
trying to sell videos. And one of the
biggest obstacle you find is that people
think videos are not as important by sharing
complex data of how retention rates are longer
on a video if done right, and sharing your
own findings within those graphs compared
to other data, you might create a
really interesting graph that's very sharable and takes away obstacles for the people who
actually see it. Now for the next one,
this one is an oldie, but it still works
and it's e-books. You really don't have to
go crazy with e-books. E-books can be as short
as you want them to be, but I wouldn't go
lower than 50 pages. If you have a good e-book, would good reviews maybe consider sharing it for
free for people who comment on your post just by
getting your book out there with the right headline and
referring to your business, you might attract very
interesting leads.
30. 4 Email Newsletters S: Let's continue with the next
one, email newsletters. Now a lot of you tend to have mailing lists and they send
out weekly newsletters. We do monthly newsletters every month we gathered the
most interesting tech, the most interesting
stories in our industry, and we send it out
in our newsletter together with some updates about what we've been doing as a team or maybe new products
that we've released. But what you're also missing
out on is that you can share all of that
into the posts. You can split up your
newsletter maybe in three different parts are multiple parts like
I just mentioned, and then take those
parts and split them up into different
content that you share, maybe either every day
or every other day. That alone can provide
you so much content just by looking at all the
newsletters in the past, a lot of these
newsletters have maybe converted clients
for you as well. So maybe look into some of the best converting elements that you've had in
past newsletters that have created
clients for you and see how you can utilize this for either LinkedIn or any
other social media where you're trying to
do lead generation, you'd be surprised as
to how well it works even though people are not following you on
your mailing list.
31. 5 Illustrations + Books S: The next one I
want to talk about is cartoons or illustrations. We actually recently had
a podcast guest who does illustrations for big
major newspapers. One of the things that you find when you're posting to get leads in is that you want to
stand out and be creative. And one of the most
interesting sections within a newspaper, which you might remember if
you had newspapers come in in the past is the section of
illustrations or cartoons. A lot of people, or at least me, tend to just go first there before reading the news
because they're very, very interesting and engaging
and above all sharable. If you can create illustrations or you have designing skills, or you have a designer on board tried to gather some
illustrations that make your points and maybe
shared add in context with something written that is relevant to your one key fan. The next one I want to talk
about is book summaries. Now, when we first started
out with my company, one of the things that we
tend to do was to create a book summary of some of
the best books that I read. Those books summaries we'd
be giving out for free, which would entice people to
actually buy those books. Win-win, you're giving value, but a new author also potentially
gets a new book bots, what the goal is of
these book summaries is that you're giving
people value some books. People really wonder to read, but they can really read them. And that's where the
summary comes in. Now on our podcasts, we
had a special guest, the CEO of blink is they created a multi-million dollar business
based on this concept, just giving out Book Summaries for monthly membership fee. Now of course, you can
create all Book Summaries. That's what that
companies for blink IS. But what you can do is take the best book that
you have in mind, maybe create a short five-page summary
about it and then just share it with potential social media users
and your community. That alone could give you
a ton of exposure and comments that could potentially shine new light on your profile. And again, get really warm leads in that you have
provided value to.
32. 6 Tool Reviews S: The next one I want to talk
about is tool reviews. Now reviews are very popular
if you go on YouTube. But what is also very popular is software reviews and under relevant tool reviews
to industries. So if you're a fern
instance on Reddit or on LinkedIn or on
Facebook or Instagram. Every social media
platform has its own relevant key demographic. For instance, on LinkedIn, you have the businesspeople
software tool reviews could be very, very
relevant there. For instance, if
you're reviewing Skillshare versus
HubSpot and then you're really summarizing it in maybe a couple of paragraphs
or even a video they do natively upload
that could be quite relevant for your audience
and could be shared. And because of that,
if it's your face on it or somebody
from your team on it, it could be potentially
very interesting for them to search for
you on LinkedIn, to search for the brand
that is on the video. And then you might
pop up as one of the employees and that's how you start creating warm leaves. Now everything I just
explained can also be applied to other social
medias, of course, but if you're doing
lead generation, you probably want to start off with either YouTube or LinkedIn.
33. 7 Giveaways + FAQ + QnA S: Now another very popular one, and this one has been exhausted, but it's still relevant
to this day is giveaways. If you're doing
giveaways really well, then you might use
all social media. But if you're doing it on a professional platform like LinkedIn or maybe even YouTube. You definitely want to make
sure to really entice people. And the way you usually do that is by using certain software, giveaway softwares that entice
people to follow you on different social medias
and get points and more entries as they
do more actions. Now if you're sharing something
like that on LinkedIn, make sure to make the
giveaway very relevant. Giving away a Nintendo
is probably not as relevant on LinkedIn
as it is on YouTube, but giving away lifetime
access to a software or a CRM could be more relevant
on LinkedIn then on YouTube. So these are some examples of giveaways that
you could use for your own business to actually
get in potential leads. Now let's talk
about the next one. Frequently asked questions. This one is a little bit easier if you are an expert
in your industry, let's say for example, you have a ton of clients, it's hard to reach them. Which you could do
is you could take the most frequently
asked questions, maybe even obstacles
during the sales process and just post them every
single day on LinkedIn. Every single day you'd be dealing with frequently
asked questions. Your profile or brand
profile would become almost a support
profile or it could build credibility during
the sales process. If people have obstacles going through the
sales process and you have a page that literally answers all of those
in the comments, people are engaged and asking
even tougher questions. You might improve
your sales funnel to the point where all
obstacles are answered and have social proof for
when you're actually collecting leads and having that first conversation
with them, which brings us to the next one, which is Q&A sessions. Now one of the brands
that does this really well is on YouTube. I think it's Wired Magazine. Now you've seen this before
and mostly on YouTube, but this is also
very relevant to natively post on every
other single social media, especially LinkedIn,
Instagram, Reddit, Facebook, and Quora,
or maybe even medium. If you're doing a Q&A session
with a leading influencer, or maybe you're the
CEO of a big company, or maybe you're not a CEO, you're just part of the
team trying to get bleeds. Which you could do
is entice the CEO of the company to do a Q&A session. If you have a lot of clients, this could be very,
very relevant. And if you make this even life, it could be even more engaging. One of the up-and-coming
platforms for life, at least I find from the
results is definitely LinkedIn. If you're doing
live Q&A sessions, it could engage a lot of potential people
in your community and friends and connections if all employees live stream
this at the same time or comment on it or engage on it and share it within
their communities. This could potentially bring
in a ton of warm leads.
34. 8 Webinars S: Now let's talk about webinars because
that one nowadays is a very old way and exhausted way of going about
collecting leaves. Now webinars, even though it sounds exhausted, still work, but people prefer to
have it short and to the point rather than
long and above an hour, you want to keep it short to
the point which is maximum 30 to 45 minutes being
closer to that 30 minute, 40 minute mark rather
than the 45-minute mark. The reason being is that
the audience retention nowadays is less special. A workshop, a physical
workshop would be more relevant if you want to avoid
is the automated webinars, unless it provides a ton
of value and you are seeing the return on investment automated webinar just do work, but only if the data tells you that it works when
you are launching, tried to launch life. If the live webinar or
workshop tends to work, you can eventually switch
over to automate it. But let's talk about
the live aspect when you're posting content, a lot of people tend to want
to know secrets or tips or maybe strategies that
you've discovered being an expert or doing what
your company does. One of the old ways that people tended to convert clients or potential leads into sales was actual physical person
to person in workshops. Webinars have scaled
to the concept of those workshops
to the online world, but that concept still exists when you're
creating your webinar, make sure that you're really talking about the pain points. For example, these three
secret strategies that you've discovered when you're creating your startup or when you
funded your startup, looking, of course, at
the industry that I'm in when you're
promoting that webinar, keep it to the point and make it engaging for
people to follow. And above all, emphasize
that it's live one-to-one workshops where you have maybe multiple people, but everybody gets to ask questions and you get to
answer them because that might actually entice people
to show up if you're really hitting limits and
getting hundreds of people on your
workshops every time, it becomes too much. And at that point,
automated webinars definitely become
a thing as long as your data tells you that
switching from live to automate it makes
sense. Go for it. But in the beginning, started with life workshops or webinar stack would entice
people who read your posts for maybe people who just viewed your profile and just read
some of your articles to sign up for a live workshop instead of an automated webinar, I would always emphasize that if you're going
the webinar route, just make sure that it
feels and sounds like a workshop that is one-to-one
and very personal, or at least that people get
that one-to-one experience even if you have ten or 20
people at the same time there. Lastly, I want to add to that, if you find that the
Live Workshops don't get a lot of people because
of different time zones. You can introduce after the first live webinar
that you recorded the automated webinar option for those people that can't
make your life workshops. But when you're doing live
workshops with people and you give them the
one-to-one experience, or at least you're in a group, but you're giving
them that feeling of the 120 experience, it will definitely make a difference even if
you bring on people, it really creates a
workshop experience. So be aware of webinars and
how to use that as content to really attract
the proper leads that could convert into sales.
35. 9 Guides + Dictionaries S: For the next strategy, I want to talk about Guides. Now we all know about guides. They can be anything
from tour guides as well as business guides
or software guides. These are usually the
instructions and maybe shortcuts, tips or tricks to maybe
use a software more efficiently or navigate yourself through establishing a new
startup in the country. All these guides, whatever niche they're in
are very, very useful. And by sharing them in a
creative way on social media, you can trigger a chain
reaction of comments. Maybe you've seen
examples already of people posting common Ts if you want this guide on how to start a business in England, for instance, we had an
interview with one of the leading innovation hubs that allows people to start
businesses in the UK. And what is useful as
a strategy for demo on social media is
sharing guides like these so that people who
want to start a business in the UK can do so by
downloading dare guide. So if you really know the
pain points or most effective strategies to really shortcuts the growth of your
potential client. Sharing. These type
of guides could be really essential to
attracting leads. The next one could
be something that is a bit less popular on the whole social media
sharing but still works, but was definitely popular 1020 years ago when I was starting out with
blogs at a time, what was very SEO attractive and nowadays
still on social media, if you post this, you
might trigger a lot of interesting content
topics is dictionaries. A lot of industries have
specific terminology. For instance, one of the main
terminologies that we cover always is all the positions
that are available like CEO, which everybody knows about. But what about COO,
CFO, CSO, CIO? These are all a
specific terminologies that almost require
a dictionary. And they're all very important when you're
doing lead generation. Because if you're attracting
a certain type of person, even if you want to
close for sales, the CEO might actually not be the person that
you're trying to reach. So knowing all these
acronyms and what they stand for can
be very valuable. If you create a
certain blog posts or dictionary almost a US share, then you can become the go-to
for your industry to find specific terminology
that they can share with either interns or new people
entering the industry. And we've had become a
huge lead generator.
36. 10 Day in the life posts S: Then one of the tactics that is the most popular nowadays, it's being replacing vlogs
is Day in the Life posts. This is especially important
on Reddit and LinkedIn. A day in the life posts is almost like it used
to be on YouTube with blogs or almost
1020 years ago on your own blog where you were
sharing about your life. But a Day in the Life posts is usually only a couple
of paragraphs. They can share anything
from learning lessons to stories that you've
experienced in the past. If you find yourself that
you're hitting a lot of friends and followers on
LinkedIn, for instance, a Day in the Life posts can really keep you on their radar if your profile is
to optimize and you have a great headline
on top of that, then they will follow
and see your posts. And remember you as the go-to guy or girl for that
specific headline, Day in the Life posts is definitely interesting
to try out, even if it is for just 30 days to see where you're at which your current followers and friends on LinkedIn
or red heads.
37. 11 Infographics S: One of the most popular ones, but something that not
a lot of people do. So that means there's not
a lot of competition, but yet everybody wants it, and that is infographics. The reason there isn't
a lot of competition is because it is
really difficult to create a good infographic that displays a lot of good
information you can, if you are designing client, download something like Canva, which is free or Photoshop or Adobe Illustrator and start creating your own infographics. A good infographic if
you're outsourcing, it can cost anywhere
between eight hundred and two hundred and
fifty US dollars. This is a very expensive skill and this is exactly
the reason why, because you need to generate
quantity as well as quality. Not a lot of people
tend to do this one, but if you're really good and fast at designing
good infographics, this could be a potential
business for you as well as a way to
generate a ton of lead. Imagine you do for
the next 30 days infographics about
your design skills, your clients, all
of those things, everything that an infographic
can cost, for instance, and what people can
expect after 30 days, your friends and followers
on any social media. But mostly I would say for
business-related purposes, LinkedIn or Facebook
or Instagram, after 30 days of
posting every day, it could attract a ton of potential new design clients
for you or your agency. Now sometimes just creating infographics about
a certain industry. Maybe if you're an
investor, startups or other investor hubs could put you as a thought leader
in that industry, which also generates leads. Infographics can go
either way and above all, what you can do with it is
later also share it because if you have a good
shareable infographic which your logo on it, then that could be
something interesting. One of the examples that
I can share that is being done a lot
in our industry, which is the investor industry
in the VC fund industry is at the end of the year
one VC fund would create an infographic of all
the startups looking for funding or all the startups that have received funding that year. And they would create
an infographic depending on each
industry so that they could highlight their portfolio as well as some
other portfolios. And with that come into good graces with some
of these startups. I remember a couple of times
our startup actually popping up in some of these
VC fund infographics. And it really does warm
you up because you didn't even know you
were on their radar. And then when you see it pop-up, it makes it that
you already have some type of
relationship with them. You can turn this
around by creating those types of infographics
and then tagging them. You might give that feeling towards your
potential new leads, whatever industry
it might be in.
38. 12 Interviews & Podcasts S: The next one is interviews, and this is something that
we actually do as well. And we share these
interviews within our courses as well as on our website podcasts
and everywhere. This is the trend nowadays
which is Podcast. You interview potential
interesting people in your industry with that becoming a thought
leader in your industry, but also establishing
a connection that could be relevant
down the line to potentially create business with that corporation or
startup or Scala. Imagine you've created a product that is super relevant for a large company like Nike or
Coca-Cola or what have you, It's really hard to break through within those
organizations. But if you have a podcast
and you've gotten to, for instance, episode
ten or Episode 20. It starts to become easier to start approaching people from different larger
organizations by just establishing
a relationship. It can open up new
doors for you. They can attract warm leads even if it is just a referral. Now one of the ways
that we've used interviews for ourselves
is to establish relationships so
that they can help our ecosystem startups and people that listen
to the interview. One of the things that
we tend to do is have a get to know call
before and really establish the context of what
startup funding event is and how our company works and why we want to do
these interviews. One of the things said is the prevalent theme during
the get to know, call. It. I'm trying to get across the speaker is that it's
all about giving back. That means that when
we do to interview, there isn't really a time limit. They tend to share a
lot from what they do. And at the end, there's usually that time were the speaker
really says there, thank you since
their last words, but most often they also
offered their help. And that is something that
I'm extremely proud of because for the
people that listen to the entire podcasts, they might have
some questions and having that ability to
actually reach it to them knowing that they would be opened because they listen to the podcast is a huge
lifesaver I think, especially when
you have a lot of podcasts from all
these famous people. And I always find it's sad
that people can reach out. Interviews could be a lot of
good things on the one side, if you're looking for
leads to these could be potential openings
on the underside. If you're an ecosystem trying
to create a community, it could be a way to emphasize
that community and create a sharing community even with vigor people that
aren't that accessible. Interviews is definitely
something that I recommend and it's not a lot of time to do if you know how
to establish a good podcast.
39. 13 Lists S: Now for the next one, I have a really popular
one and it might be already quite exhausted,
but that's lists. A lot of the most
popular lists that I see gets shared
thousands of times on platforms like LinkedIn is all the VC investors
in a certain area. Usually people
tend to make lists of ADP thousand active feces in the San Francisco area or in the Amsterdam or Berlin area, the posted on LinkedIn
and say common below, if you want this list
and what they have is a video scrolling
through that list, which is usually just an
Excel spreadsheet that they share with people when
they private message them. Lists, even though
are exhausted, are still very, very popular and very active if you
know what you're doing. One of the lists that we
constantly share in our business and in our courses is all
the business niches lists. These are the most common
questions that we get. What type of business
can I start? Where can I find more money
or leads or whatever in order to spark some interests gained, some
brainstorming creativity. We've created a list of
1800 business niches that people tend to get access to when they're
in our community. That way they can just scroll down and see where they are. Passion might lie or gets some creative
inspiration if they just quit their jobs or are thinking of new business ideas. List, again, are quite
popular and definitely very sharable content
topics that could attract to a ton of new leads.
40. 14 Mindmaps S: For the next one, I want
to talk about mindmaps. Now, mindmaps very similar to infographics are sharing
information visually. If done right, you might create very interesting
leads to come to you. It might be too complicated
to be to shareable, but it might attract a very high-quality leads
because if you've created a good mind-map that
is very niche and fairly relevant to your person that you're trying to attract. For example, a mindmap of all the steps that you need
to go through of starting a business in a certain country that could be very interesting when shared publicly on social media or through
your email list. A ton of people might know the resources to go and start a business
in a certain country, but it gets quite overwhelming. Having a good mind-map that go step-by-step through
the process could be something that adds a lot
of value to their lives to the point that I might
become a warm lead for you to creating that type of content could be
very interesting if you already have
certain mindmaps of processes that you
use to go through.
41. 15 Memes + Online games S: Now for the next one, this one is really
popular and that's memes when done right and
on the right social media, you can go really
viral with this one. Although nowadays I
would say on LinkedIn, which is a business
platform means are being used a ton
if you're doing it right and you know your
potential lead that you're trying to attract
posting the right mean with the right story or
any of the strategies that I mentioned before could be
a game changer for you. It is as simple as just
hosting a simple mean, one of the channels that I love to follow on a platform
that you wouldn't expect is Mercedes on
YouTube, not their videos, but specifically the
means that they post almost every day about specific races that they go through or when
they've had failures, they post really funny memes. And so it just shows
that you can be on any platform posting memes as long as it's relevant to your potential lead
or one key fan. Now another one that is really, really important
is online games. In games can be a ton
of different things. On the one side,
it could be that you're a coder and you actually created a small addictive
game and you share that. And when people opt-in, you tend to sell
them something else. It could be also as simple
as a quiz that is fun to do, which bus fee tends to do a lot. Nowadays, even on LinkedIn, you have quizzes
that you can fill out and you can gamify dose. If you gamify
everything properly, having online games could really boost engagement for
your social media, boosting engagement
means potential more ice when you post relevant content or even
articles on your social media, which again attracts
a ton of leads. Doing a good online
game as well, is something that you can share with potential leads and that could warm them up to be more
open to listening to you. If you have something to share, there could be a potential
business deal for them, even though online game seems
a little bit out there, it's definitely an option if you have coding
experience or you're really into games
and you know how to gamify things like quizzes.
42. 16 Applications S: Let's talk about
the next strategy, which is applications or tools. Now this one is very
popular if you have the coding know-how to build certain things like
Google Chrome Extensions, Shopify plugins, maybe even just any
software plug-ins that are relevant
to your industry. Things like Final Cut Pro
Premier Pro After Effects. If you're in the video industry or if you're in the
Shopify industry, there is a ton of things for at a WordPress or Shopify
for website design, There's a ton for Canvas. So all of these ideas
I just gave you all center around helpful
application or tools. If you want to collect a ton of leads in your industry, yes, you could do cold outreach, it could do content posting, you could do all
of these things. But another way of
going about it is also getting the
people to come to you. A lot of marketers tend to do those type of
things where they eventually even end
up creating software as a service type of
model businesses because those tools could
eventually give them more money than even just
becoming a marketer. If you have some type of
coding know-how or you know, somebody that you could
partner up with to create a certain tool that
fulfills a need. You can create it in such a
way that people come to you. And by creating a good free funneled to install and make it really easy for your
potential leads to download and use
this extension. You could create a whole
new market for yourself in a whole new warm type of lead lists that
you can approach. Just makes sure that when
you create these tools, U1 market them properly and to make sure that it
is easy to install and use a good user
experience will make sure that when you approach
them as a warm lead, that they will be more
open to hear from you. Now you could go
two ways with this. You could either go the freeway, which is where you just
shared a plug-in or tool for free or you
could go paid way. Now one isn't specifically
better than the other. If you give something
away for free, just be aware that
these are not clients, these are potential clients, but converting somebody from free to paid is
really difficult. But if you have a paid client, it's gonna be a bit more easy to upsell that lead will
be valued at more, just be aware of that when
you're creating certain tools. Also, if you have a free tool, it's going to be easier to share and get
influencers involved. So that's also something from a marketing perspective
that you need to look into. But when done right, helpful applications or tools
or even plug-ins could be really good for your business and a game changer
for your future.
43. 17 Opinion Posts S: Let's talk about the next one. And this one isn't
for everybody, it is opinion posts. Most of the time you might
have heard about these type of marketing strategies when you're talking about political issues, a ton of companies tend to
take a certain stance around certain political issues
in opinion posts. These could be blog posts, but they could also
be just statements on any social media. A good, well-crafted social
media posts where you share your opinion on a
certain matter can help a ton. Of course, it is most known
or around political matters, but it could also be used
around other topics. For instance, opinion posts
about the future of tech. If you're in that industry, opinion posts about furnaces. If Google brought out a new algorithm that changes the way YouTube works or Google works
with their search engine. All these type of
opinion posts are made to focus on emotions. If you trigger the
right emotions, it will become much easier to actually share these
types of topics. So craft your opinion, pose very well and make sure to not have anything that
tremendous ALL in there. Because if you write
it the wrong way, you're going to get a lot of
fans who are not gonna be happy with you before you
do any opinion posts, double-check the your
organization is ready to backup this
opinion and deal with the repercussions
whether they are positive by getting an influx of new leads or negative
by dealing with the repercussions of
taking the wrong stance. I think one example that I really want to share
as an example, I once heard from a
speaker at a conference, which is as a marketer,
a young marketer, when you as a freelancer, he tried to stand out. One of the things he did was
create an opinion blogposts. I went for four or
5 thousand words going into all the things that was going wrong with a certain company and how
they should be fixing it. This obviously got a lot of backlash and you
started receiving e-mails from the
legal department of that company for blasphemy. And then his response,
which was hilarious, was to send a response
with when are you going to hire me to
fix those issues? I don't recommend
to go that way, but this is a good example of one way to craft an
opinion posts to eventually get hired
if that company has that potential resources
to even higher to you. And to deal with that
kind of feedback, I would not recommend it because my philosophy in
business is Leif, people better than when you
first found them don't start bashing things publicly
just to get hired. But it's just a
funny example of how opinion posts used
to really work out. He just wrote a bunch of
things that went wrong. It caught a lot of
attention and that's how he got hired with
a big organization. Sometimes if you have done everything and opinion posts can really cut through all of the silence and get you
a seat at the table. But again, try to leave people better than when you
first found them. Don't start bashing companies. It's just a funny example
I wanted to share.
44. 18 Vlogs S: Now making vlogs who's really popular maybe ten
or five years ago. Nowadays, it's really hard
to break through with vlogs just because flocks
are really hard to do. You have to do them every day. And if you want to get
a lot of followers, you have to do them at
really high-quality, doing them not high-quality, very long and boring is not going to trigger the
right engagement. Now when we're
talking about blogs, we're thinking about YouTube. But YouTube has a very
sophisticated algorithm and a ton of videos
being uploaded. That same algorithm
does not apply to other platforms like
LinkedIn or maybe read it, or maybe even Tiktok,
Instagram or Facebook. Because if you really
think about it, Tiktok has a great algorithm
currently happening where they're really trying
to get creators up and going. That's something
that's really tough in YouTube unless you have
really high-quality material. And even then you tend to find really high-quality vlogs and
not a lot of subscribers. And that's just because
there's so much quantity being uploaded daily and flocks aren't just going
to cut it anymore, but using vlogs and the same strategy that
five to ten years ago used to work on YouTube on other less mature platforms, could be a game changer. An example could be LinkedIn, where you have a business
setting if you make very engaging flocks that are
for the business setting, LinkedIn could be a
really good platform for you to really release them, maybe on the daily, which are posts with maybe
a content posts that you've crafted for everyday
for the next 30 days, having a vlog or a 30-day challenge that is
publicly available on LinkedIn could be a potential
game changer if you do it right and it gets shared unlike a ton on
LinkedIn, think about it. How many LinkedIn Influencers
do you really know? Most of them are
really big people. Maybe just maybe one of the future things we've
been discussing as a team is that that platform is ready to have content
creators on it, especially content creators
that are business focused. You never know if you could be the next YouTuber
whose own LinkedIn, except it'll probably be
called something like LinkedIn or video
LinkedIn or I don't know, but hopefully one of you
listening in could revolutionize that platform and
paved the road for new content creators to
create vlogs on LinkedIn.
45. 19 Different Type of Videos S: Now we've talked about flocks, but let's talk about a little bit different
type of videos. I would say we'd videos. There's multiple types. Having run a video agency
for almost a decade, I can tell you that good videos, you can go either way, very high-quality or not high-quality at all using
your phone both work. The number one goal
behind both is just making sure that one
your audio is great. Because at the end of the day
people listened to it and to your storytelling
is on point. If you're giving
value to people and it's not in the front
seat of your car, but in a nice neutral
setting would grade audio. You could potentially
gain a ton of followers. It could be your vision about the future of a certain
thing in your industry. It could be just
the consistency of sharing stories of your journey within your industry or within the relevant industry of potential leads
could be anything. I would say the goal is
consistency, however, not to type a consistency that you keep hearing everywhere. Consistency means that
you put out a ton of content and see which
one gets the best data. If you're putting out
a ton of content, both high quality
and low quality. And you're seeing a
trend in data where low-quality starting to win around specific stories
that you're sharing. Maybe it is you sitting
in front seat of a car, then that's what you should
be doing consistently. All other contents, no matter
how big the budget is, going to become less relevant. And so you have to
consistently move away from bad data towards good data
and so good type of videos. Now it could be really
high-quality videos, could be comedic videos, or it could be just value
sharing videos, my gut feeling. And if I look at the data
from all of my clients, which is now 150 corporate
and governmental clients in more than 20 countries over more than ten plus
languages like German, Dutch, English,
French, you name it, we've probably done it already. If I look at dat data, then I can tell you that it
will not matter what type of video you make storytelling
skin have to come on point. We're gonna have to have clear
audio and make sure that you trigger what is
necessary for your leads. However, in some industries, it could be embarrassing if you go with a front seat of the car, if you're trying to
come over as you can provide high-quality
luxury type of services, you really want to stay away
from low quality videos, invest in that
example that I could give is luxury car tours. You don't want to sit
in the front of a car. You really want to share
the whole experience of luxury cars going down to mountains in a Ferrari
or Lamborghini, making sure that you
have great footage, drone footage investing in that. Yeah, you can do it smart. You can have an iPhone there. You can have a sheep drone
there to you quickly film, have a ton of footage for pretty much the entirety
year by just doing one tour, you can do it on a budget, but makes sure that within your industry you really
trigger and don't hook off people by making sure that the quality fits the content. In my opinion, the reason why
certain market tiers like a Tai Lopez worked is because they were
targeting other marketers. Usually other marketers are
people who wanted to do things really efficiently
with very low budget. They usually don't like spending a ton of budget on big videos. That's why those types of marketers really
nailed it when they started doing ads that got a ton of attention on
a very low budget. That's not gonna work
if you're trying to attract people for
luxury car tours, It's not going to work if you're a big conglomerate trying to convince people
that the next step, the next future is
gonna be something like electric cars instead
of gasoline cars. When you're doing
those type of things, you really want to go
a little bit better in quality and less with
the whole iPhone five.
46. 20 Templates S: Let's talk about the next
strategy, which is templates. Now this one is quite
popular if you're in the content industry or
the marketing industry. Most of all this is being
used by design agencies. A lot of startups can't
afford a good designer, but what they can
afford as templates. So a lot of design
agencies share templates or common
overall design schematics that any startup can use if
they have a general knowledge of software like Canva,
Photoshop or Illustrator. Now some companies actually
share free templates. And even though most of the free templates
aren't that good, there are some companies
that do give away free monthly templates that are actually really, really good. Some of them are worth
even sometimes $50 plus. Obviously, the reason
why they do this is so that they
can get your data, so that they can email you potential new templates
that they can sell you. But some of these free
templates because of that, are really, really good. So that is a really
good strategy for the long-term by
creating certain templates. Maybe if you've designed
to design schematics, or maybe even sales proposals or specific booklets that you
sent towards your leads. You can maybe create them a
little bit more general and then give them away when
you post on social media, for instance, like LinkedIn, that you're giving away
templates in return, if people sign up to either your newsletter or one or receive some more
information from you. Just like I mentioned before, which you can do is do a monthly giveaway
where you create the same template
but then change it for different purposes. And then for the next 12 months, you can give away once
a month a template. And with that maintain
relationship with potential leads, like I mentioned,
templates could be a very good way to maintain
that relationship. However, it is very
time-consuming. So before you start
doing templates, double-check that
you can do it if you can try to do it in
an automated way. For instance, a
newsletter that they sign up to or a specific group, maybe a Facebook group
or something like that where you give away
monthly templates, make sure that you have
direct access to maintain that connection with the person
that is a potential lead. That's the most important
tip that I can share with you if you're
giving away templates.
47. 21 Surveys S: Let's talk about surveys now. These can be very
popular if done right, I would say the most
famous companies they use, these are companies
like BuzzFeed, men's health in any fashion
or relationship magazine type of company out there. The most general
survey that comes across tends to be
an opinion survey. This is where a Buzzfeed type of company can ask
you what you think about certain articles
or things that they've published in the
past in the tech industry, this tends to happen
often, for instance, the most popular survey
could be something along the lines of what do you
prefer windows or Apple. People are very passionate about these brands and tend
to react a watt. Now there isn't a lot to be one with surveys unless
you do to, right? But what you can do, and this is the easiest and
most straightforward way to gather data and data
can be very valuable. Linkedin now has a
polling feature that got launched at the
beginning of 2020. That polling feature is
going viral with some people because they are really using
surveys to their advantage. It's also allowing them to get more eyeballs on their profile, which again generates
a ton of leads, makes sure that the
surveys that you do are industry-specific
because that way you stay relevant in the eyes of people who could be
potential leads for you.
48. 22 SlideShares S: Now let's talk about the next strategy
which is slide shares. This is an oldie, but definitely a goodie back in the day I'm
talking about ten, maybe five years ago. A lot of people just like templates tended to
share slide chairs. These are presentations
that you can easily share on LinkedIn.
Think about it. Instead of crafting
your own presentation, you get to use that almost like a template to get yourself
inspired as to how you can do the most
common industry that I've seen slide shares go viral is definitely the
investment VC industry. Every so often still to this day I see on my
LinkedIn VC funds sharing slide
shares from some of the most heavily funded
startups like Airbnb or Uber. You can always see
their old slide shares. They're all
presentations that are publicly now available
on LinkedIn. But one of the ways
that you can gather leads with this is
by gathering all of the public ones together in one common folder and then shared out to
potential new leads. If you're in the VC
industry or tech industry, or maybe you're trying
to attract start-ups. If this is relevant to them, then you've just saved
them a ton of time. That's kind of a
summary of what all of these content strategies
are all about. Saving people time by putting in the work
and creating something scalable that attracts relevant
people towards you today, you can maintain them as warm leads instead
of doing things like cold calling or cold emailing and getting almost
no open rates. When you're thinking
about SlideShare, makes sure that it is
public and shareable. Sometimes people tend
to create them private, which can be a nightmare when, for instance, people
are asking for permission and suddenly
if it does go viral, you'll get thousands
of emails that are literally just
notifications, which is a horrible
to deal with, suggest make sure to keep it
public and easily shareable. But of course, if you're trying to create bleeds with that, you could put it behind an email opt-in wall so that people can sign up with their email before they receive
access to it. So with that being said, slideshare is definitely still a viable option if you're
in the right industry.
49. 23 Quotes S: Now for the next strategy, we're gonna be
talking about quotes. This one is more focused
on the influencer types. If you're an influencer
or you're working for an influencer accompany this
can be interesting for you. For instance, if you're an
influencer management agency and you're trying to attract
a ton of influencers, for instance,
Instagram influencers. A lot of these
Instagrammers tend to share quotes with
their audience. Nowadays it could
be on Instagram, but lately You can also
be on things like Tiktok or their email newsletter
or any other thing. So instead of letting them Google quotes that
could be inspiring, what you could do is create quotes in each
industry, for instance, if you're focusing
on specific targets, let's say in agriculture, farming and all of that stuff, you could look into
the top influencers of agriculture and then put all
of those quotes together. If suddenly you take
a 100 industries like that which are pretty
niche and you collect quotes, let's say ten quotes for
each one that already could be quite relevant
for some influencers. Now, not only could
they opt in to get access to those quotes to
share with their audience? You've also saved
them a ton of time. Now in general, you can also
just create those quotes for yourself because like we
described in the past, creating consistent
content specifically for your industry
could be relevant. So if you've created for your
industry specific quotes, what you could do is use those quotes that
you've taken a day to gather and now create a content strategy for the next 30 days
were, for instance, ten of those quotes will
be used every three days during that post when
you have less inspiration, which you could do is you
could start with that quotes, maybe even add an
image of that person, which in that industry will
be probably an influencer. And then tell your opinion about what you think about that quote, which will again help a
lot with writer's block. So these are some of the
options that you can use quotes with back
in the day when you started out with things like Instagram quotes was very popular because you'd be using quotes for images to
create motivation. That's how we got
to our first 10-K. followers on multiple accounts. Actually nowadays
quotes are exhausted. They don't work as
well on Instagram. Sometimes you can
obviously pop them in if you have a very
engaged community, but nowadays it's better to
be used to maybe counteract writer's block or
given inspiration to other influencers if you're
trying to attract them, quotes, even though
it's exhausted, can be used in different
creative ways. Still.
50. 24 Quizzes S: Let's talk about quizzes. Obviously the most
common quizzes tend to come from Buss
speak if you want some brainstorming
or creativity or just some ideas, go
to buzzfeed.com. They're an open news company and they write about
pretty much anything. And they really
figured out how to do quizzes and make
them go firewall. There are a ton of tools you
can even buy lifetime deals for quiz software
that you can then use to do opt-in situations. For instance, you can create a quiz if you're in
the health industry that looks into what type of exercise you'd be
better off with, or maybe which diet you'd
be better off with. People would input their data like their age, their height, what they tend to eat, or what region they
are usually from. And then at the end
to get their results, they have to put in their email. It's a really great way to get people engaged to
maintain warm leads. And if you're really good
at creating great quizzes, you can do a quiz within
your monthly newsletter. That way you can maintain
engagement which are clients or even
potential new leads. Some quizzes, if you have
a really warm e-mail list, could be around
promoting new products. For instance, you can create a quiz that can
double-check that this client fits
a certain product or maybe a different product, maybe if they're going
on a diet, for instance, something like Coca-Cola diet, obviously not the best choices, but just giving an
example that you can create quizzes that go
towards fragmented, almost similar type of
products from the same brand. Maybe you have something
similar like that. They could engage
people to potentially buy new products if
your product launches. Of course, if we're looking from the social media perspective, you want to trigger
and create quizzes that really engage
people either to comment and post and like
and share the quizzes on the exact platform or maybe get people off the platform to go. And often on your
website, whatever you do, just think of quiz
nights, make it engaging, make it very fitting to your
potential lead and makes sure that they are really wanting to engage
with that quiz.
51. 25 Polls S: Now let's talk about poles. This one is very
relevant if we're talking about Instagram and
LinkedIn and even lately, TikTok and YouTube pulls on. Those platforms are
going crazy currently and they're a great way
to grow your community, get more leads in and engage and maintain that connection
with your community. Now, depending on which
platform you're on, using, polls can
be very different. For instance, on Instagram, you'd probably want to do your
polls during your stories. Whereas on LinkedIn you now
have that feature where he can ask very relevant
industry questions. I've noticed that
polls that tend to get 2 thousand or more
likes on LinkedIn, which is a crazy amount for LinkedIn that only
influencers tend to get those pulse usually
go about the whole industry. They tend to ask
questions relevant to the whole industry that is
also very sharable, of course, sometimes it goes
into the politics of what is happening
in that industry, but sometimes it's also
just a general question. Again, I always tend
to refer to this, which is Apple versus
Samsung or Apple versus Windows because those
are the most emotional ones. And especially if you have a product launch from one of the companies,
for an instance, if Windows just came out, then you want to ask
poles relevant to dad and you're not going to
ask you to on Instagram. That's more of a
business type question. For instance, you could
ask something like, what type of computers does
your organization use? Windows or Apple,
Windows or Mac. That's a great polling
question if you're in the tech industry or in any software industry
for LinkedIn, usually that's not a question
you'd ask on Instagram. On Instagram you'd
probably be more fashion unrelated,
animal related, maybe even more travel
or luxury related, unless you have a really
engaging community, I would stick with business
type industry polls on LinkedIn and for all
the others on Instagram, especially if you have a
really good connection, I would use Instagram for that
one or even Tiktok lately. But again, in order
to get polls to work, you need a good
engaging community. The one exception
would be LinkedIn. Like I said, if you have great industry
relevant questions, I didn't know what it is about
the algorithm currently, but definitely take
advantage of it. Instagram is a bit
more strict about it, but Tiktok is definitely
allowing people to grow. So maybe use Tiktok to
your advantage as well.
52. 26 Podcasts S: Now let's talk
about the next one. Podcasts. I can talk for hours
and maybe even create a specific course
on podcasts alone. That's how broad that topic is. We have our own impact Talks, podcasts that we
launched in 2020, even before the
whole pandemic hit, we launched with it in January. Since then we've had so
many more episodes where we featured a Olympians,
corporates like converse, Nike charities like WWF and Greenpeace and
endurance athletes, space engineers and
everything in-between. We've definitely gone above
and beyond to make sure that people share how
they did their impact. A lot of these people, for instance, like the Global
Head of advertisements, had read it's joined
us on the podcasts to share how he advises to
use debt social media, used to work at Google as well. And he shared how to
do pay-per-click ads. And we always share those
types of interviews publicly. And we always share
those types of interviews with our students. These are very relevant and
obviously not coming from me, but from the actual
person that is in charge of these things
which is always more valuable. So whatever you do, what I'm trying to
tell you is podcasts are a great way to
connect with experts relevant in your industry
to truly further your community towards a
higher-quality of content. This can be different in many industries
with us education, the goal for us is
that the experts that we invite can contribute towards our students and make sure
that the content that they learn is not only emphasized
by these experts, but also given a deeper
run through so that our students understand with depth what the
content is all about. Obviously from us you're getting
a very general overview. Sometimes we go a bit deeper, quite detailed as
to how we do it, but I can imagine that it's
much better to hear from a Googler how Google works then it is from us
saying from reddit, Facebook, Instagram,
tiktok, and whatnot. That's why our podcasts is used to get
higher-quality content. But you can also
take it another way. For instance, you are an
influencer or an agency. You're trying to get
sponsors or clients you're trying to attract
leads for that purpose, if you're working corporate or you're working with
bigger organizations, it's really hard
to break through with some of these
influencers that have agents, some of these
corporates like Nike or WWF, it's really hard. One of the things that
you can do is you can start a podcast and
start engaging with some local experts in your
network that will give you the credibility to eventually
engage with higher experts. Those experts can also refer you to other potential clients. Not only can they refer you
to other potential clients, they can also refer you to other speakers that can come on. And without knowing,
you could start a podcast that in
ten or 20 episodes, suddenly he's inviting speakers
that are globally active. This can give you the
social proof to approach new leads makes them warmer and more approachable
towards you. I would say one of the
most common things that happen at the beginning of our podcasts was
that we would try to convince people to come on. But the moment we
started hitting episode 20 or episode 30, we started getting these
great experts that are going viral tend
to go and TV shows, they're trying to get
out there quite often. And if you can offer them a podcast with a ton of experts, it's not about
convincing anymore. We started at that point getting to know them
and seeing whether they fit towards our
podcasts and our community, the conversation
tends to switch. They really do want to
get on your podcasts. They understand you have that
social proof at that point. So the conversation
becomes a bit more engaging as to whether they
fit on your podcasts or not. When at that point you also
ask them for referrals. People are more open
to do it because they understand the you
have done this before. I mean, once you start hitting 20 episodes or more, 304050, we're soon going to be passing even hundreds of
episodes at that point, it's going to become way
easier to get really engaging experts at some
point, even a celebrity. Again, podcasts are
a very viable way to get a lot of value and a lot of social
proof for yourself, but also a ton of referrals. Whatever you do if the
goal is to get leads, is makes sure to invite
relevant people that could potentially connect
to two relevant leads. Now, at the end of the day, if you're in the
education industry, you're not really
doing it for leads, you're doing it to create a much more engaging community that has higher-quality content. Because at the end of
the day in education, students matter most
and whenever you say needs to be
emphasized by experts, instead of just
referring to experts, how about you just invite
them on and asked them all irrelevant questions that
your students might ask.
53. 27 User Generated Content S: Now let's talk about a really interesting way to
one engage your community, but also makes sure that leads
want to engage with you. And that is user-generated
content in this section involves you or your
organization to create content. But what I want to
talk about is how you can create an
atmosphere where people create the content for you on your platform or even within
groups. Think about it. A lot of social media
platforms like LinkedIn, Reddit, Facebook, half
the groups option, Instagram even can
create private profiles, which you can do is create
contests or even fun type of interactions where people can send in their type of content. That way you can post
it within groups, even Instagram stories where you shared their
type of content, if they tagged you, LinkedIn where you have the
groups as well, or even pages where you can
share user-generated content. Now this can be very
useful if you're in an industry like
physical products, for instance, when people
are doing Kickstarter, you can send beforehand your product towards
YouTubers, influencers, but also just people that
are on your email list and really wanted to try
out your product in return, you can ask for pictures may be poses or even YouTube
videos that you can then use as
user-generated content and share within
your Kickstarter. This also applies when you're
trying to attract leads. For instance, if you
need video testimonials, the more video
testimonials you can use, the more content you
have that you can then even distribute and
packaged differently. One video testimonial
of about five minutes from any type of client
in horizontal view, it can be created
into a YouTube video, but also can be created
into a collage of multiple video
testimonials of people. It can also be an
Instagram story. It can be an Instagram post with a quote of
what they've said. And of course, if you have a website and you have
a landing page where you're sending people
to or you're sending out cold emails to
potential leads. You can use those videos within your email or if you're sending
them to a certain page, you can send them as well to a page that has a ton
of video testimonials. User-generated content
is incredibly valuable, and it's usually not in the content strategy of a lot
of startups that I've seen, I can highly, highly advise
you to look into that. Again, user-generated
content sounds so general, but it's really NADH. It can be as simple
as video testimonials making your entire content
strategy for the year to approach people who use
your product or clients who use your product
and just getting a bunch of videos done, which can be way more
valuable than creating an entire content strategy with commercials and
stuff like that. Another way to use user-generated content
is how-to tutorials. This one can be very valuable because you will be
learning some things that are even going wrong with your product that
you can optimize over time for maybe a second
version of the product. This can be either digital or physical to
definitely make sure to brainstorm about
user-generated content and how you can apply that within
your content strategy. Because using it the
right way can truly attract a ton of leads
coming your way. On top of that, it
can also make it more engaging for existing
clients or people that are sharing testimonials with you to engage in buying a second product from you or even consulting or any other
up-sell that you might have. So hopefully that gives you some insight on
user-generated content. Definitely don't forget
that when you are creating your content plan for
the quarter or a year.
54. 28 Company News S: Now let's talk
about company news. Company news is quite
important if you have an engaging community just
like influencers have their Instagram
stories where they share daily what they're doing. Company news can be
equally valuable. For instance, investors, people who are
interested in investing or just clients that are following the trends
of what you are doing. Maybe new product releases or events that you
might be organizing, even workshops, company
news is definitely something you want to have
in your content strategy. For instance, maybe once a
week or once every month, you can share on all social media some highlights
that you've achieved. Maybe if you followed some of the steps like
getting a podcast, you can share some of the
things within a podcast of what the company has
achieved and then shared out on all social media. Sometimes you can
even write articles, blog posts or articles on
things like LinkedIn or Reddit that you can then share within your community and followers. These are maybe
people that aren't your clients yet
because you're using social media like LinkedIn or Facebook to share those updates. Company news is definitely
something to look into. We use it once a month, once among tends to still create almost 50 plus
percent open rates. We also add some
interesting bits like the top three tech
items that we're using, the top three
strategies that we've implemented this
month and so on. And we still get quite a lot of engagement on those newsletters. So again, to wrap up, definitely make it more engaging than just
some updates and don't underestimated if you don't have it yet
because you never know, you might get an
investor out of it or even a potential new clients.
55. Introduction to QnA Workshops: Hi there and welcome
to this workshop. Now, today we're
going to sit down together just like I do
with my coaching clients, or when I do workshops at company retreats or
when companies hire me to go inside and turnover like a marketing department or something within their business. I thought that this was probably going to be the best
way that you can learn with stories and
case studies when I sit down with my
coaching clients, one of the things that
they mentioned is that even though the
courses are super scripted, well edited into the point, what they learn from
the most during the coaching talks
is my stories, the hardships and
failures that I've done, but also the successes
and maybe kind of fully fleshing it out from how
I've experienced it. Now, I always thought how could
I bring this over to you? Because at the end of the
day you're sitting there and learning all of this
well scripted content, but it's pretty basic. It doesn't really show
you the whole gist of it, how I've really applied it and how I've learned
those skills. Together with my team, I started thinking and one of
the ideas that got brought up is what
if we just literally do an unscripted workshop? And we take the most
common questions of each of our courses. We have a ton now and we'll try to again like the podcasts
that we have as well, which is free content, a completely
unscripted, unedited, and I just share everything. Now of course the downside is it is unscripted and edited. And so you're gonna have a
lot of other extra stories, other things that
are not as scripted, but because there is
a high demand for it, we decided to just
release these type of workshop type of contents
that you can learn from. So without further ado, I'd like to invite you to join this workshop that
we have together and imagine that you and I are sitting in a room
together and I'm just explaining things to you as you would with
asking me questions. If you have any questions, of course makes
sure to ask them. There are within the
platform options to do so. And then I will try and take
those questions and make a workshop style video
around it so that you and maybe others
can benefit from it. I'll see you in the next video.
56. How to monetize social media: Let's talk about the
most important question that you're going to have
when you actually grow, follow all the advice, have proper exponential
growth and start making it as a YouTuber or Facebook
video star or Tiktok star, or whenever it is literally
the most common question that people get on the first
consultation call in my sales team, I'm going to dive deeper
into it, which is, how do you monetize
your fan base? I would say this is the
difference between somebody who's an artist and somebody
who is a business owner. That's the mindset
that's going to change hopefully in this workshop
together with you. Now, very important, this is a Q&A unfiltered workshop
because a lot of people have been requesting the whole story campaigns
that we've run in the past, how we do it with clients. We have very filtered scripted videos that
are super theoretical. This is the practical
application. And it means that
I'm going to tell you the way I would if you were sitting here and asking me a question like a
little workshop. The way this is filmed
is also that you can just listen to it so you don't actually
have to watch anything. This isn't super visual. You can just listen
to it while doing something or taking notes. And all the visuals aren't
going to distract you. So without further ado,
I want to jump straight into this super
important question. I would say, normally
what tends to happen is a growth above a 100
thousand subscribers, maybe above 50
thousand subscribers. And sometimes people are already thinking about it at 10
thousand subscribers, I would say the only
niche where that tends to happen is like
finance niches. If you have above 10
thousand subscribers on the finance niche, you could be making
more and AdSense then a gaming channel at
100 thousand subscribers. So usually the way that conversation goes and
it's what I'm going to be explaining to you
now is if you've hit a certain amount of subscribers and they're
clearly commenting, they're clearly loyal to you. And it doesn't matter
which social media it is. It is something that
is transferable. Then you're probably
missing out on at least a $100
thousand launches. Now, what do I mean with that? Normally as an entrepreneur
and business owner, the way I start my journey is not I wanted to
become a YouTuber. I tend to start by
building a business. Let me tell you a story. Almost a decade ago
I started lightning. I had seven or eight jobs
or something like that. While I was studying. I would go around 12 o'clock. I would go to a
neighboring city. And there I would
start my shifts for five hours where I will do door-to-door sales
for some charities. This is where I learned
most of my sales skills. Now, that went really well. I perform really well and
God, sometimes those bonuses, I took those bonuses and then I would study for a couple
of hours in the morning. I studied for a couple of hours, went for job than study
for a couple of hours. And then I usually did tutoring. Then depending on the weekend, I would do other things,
tutoring different subjects. Or I had like other jobs
like maybe photography, photography, that type of stuff. We had a ton of different jobs. It was just a lot. Then what tended to happen is every every three
months I would have to stop all jobs so that I
could study and do my exams. When I started my business
at the time, lightning, which is still the
same business, my mentor gave me one advice. He pretty much
looked at my life. I told him all of my
jobs is that you're doing way too much and
you're way too diversified. You need to find one thing, one vehicle That makes
more money in one go, then all of these seven to
eight things at a time, he said that I was like, What the **** does
that even mean? If I knew how to make money, I would probably
make money right now and not slave away on all these different
jobs that three months working and then
two months no working. But it gave me a little
seed in my mind. I started looking
for opportunities. One of those
opportunities came from an existing client that I
was doing photography for. It was a video gig. They wanted me to film a specific conference
that was happening and we're offering me five times more than what I
normally would get. And so I just took it and
suddenly without realizing, I stumbled onto something that was paying me more than
all of these other things. I just didn't believe
it was viable. But as I started
diving deeper into it, I started realizing that
a lot of people like filming and a lot of people tend to think this is a dream job. But what makes it not
sustainable is that everybody wants to film and so you get
these really cheap prices. But nobody likes editing. And so when I started lightning, I actually started
video editing. Most of the time. You'd have all these
people go and shoot, but I could edit the footage. Which meant that I could
also hire other people, teach them my system's
scale and so on. We started by creating a
business that would fund me a specific type of lifestyle
so that I could study. It would make more
money with less time. And so my entire mindset going into this was never
lets you know. I wanted to become a celebrity, Famous YouTuber, social
media star, whatever. No, it was just a
vehicle to give me a goal and
preferably in something that I enjoyed and was talented
in or decently good at. So as we continued
with lightning, I realized that I don't
need to specifically film because even
though I'm good at it, there are people
that are way better than me if I can create proper systems and start
scaling it, automating, it's making a style that is pretty essential
to how we run things, then I could just
operate the business. And so what I learned
is that maybe I don't specifically
like filming. What I might actually like is building these
little puzzles, putting the puzzle
pieces together, scaling something that
becomes a complex system. A lot of people I get, I invested in a
couple of startups in the last couple of years. And a lot of the questions
I get there as people are scared that what
if somebody copies me? What if somebody does this? Well, my answer to that is this, anybody copy a huge MTV
or something Viacom? Well, they can try, but it's still Viacom. It's really hard to copy them. Or Disney is anybody
copying them? Well, I mean, everybody has their own style and
it's different, but you're not really copying
this and you still want to go to Disney World
and enjoy Disney. And then you might also go to a different Park and nobody's really copying is just
becoming different. In the beginning,
your system is so simple that it is easy to copy, which means you're worried
about getting copied. But as you build out a
business making more complex, make it more viable to scale. It becomes less of a problem. People copy new. As it progressed, I
would build this puzzle out and become bigger
and bigger and bigger. The bigger and became, the more automated
it became for me. Then as I progress into
my second business, I built the animation
studio around it. And same system we would copy, paste it, just apply to
the animation studio. At the time we had to invent a specific algorithms so
that we can edit faster. And it took us, I
think two years. So apply it to animation
videos when really well, we want a couple of
awards and started growing pretty big in Europe. Then I went into
my third business. But again, that second visit isn't really a second business. It was just a part of
the first business. Of my third business was an actual completely
different new business, startup funding event. It's what most of these courses are actually built around. It's what you see the big
events that we did in everything at the
time when actually had happened is it came
out of my charity at a charity that I was
running, helping people. Every time when we
go into conference, people were asking
me questions like how do you do this?
How do you do that? And I would post on the blog or like I created this
little ten day challenge. I would just share
for free there. And we had a team of
felt volunteers there. And we were discussing about how we could help more people. And one of the way we
work in the charities, we have three pillars, health, wealth and
relationships. We didn't health, we had
achieved quite some things. We had helped people in really extreme cases connected them with the right doctors, being able to connect them
to just people that I met throughout my journey
in relationships, were able to create communities, helped them as well. Facebook groups
where people went around this ten day
challenge that I created and helped each other. But in wealth, we
were sitting there and I wasn't a millionaire. So how was I supposed
to help people buy? Even if you are a millionaire, how can you just
give away money? Million nowadays isn't enough with the whole inflation thing. We were just brainstorming with all the volunteers at the time
and we were just thinking, how do you normally
help people and wealth if you're not actually like a millionaire,
Well, what did you do? One of the things
that we realized is within lightning,
we had built up, I think at that
0.100 plus corporate clients like these are
pretty big clients. Lot of them were
innovation managers. And actually outside
of everything, what I tended to
do is I would get emails because a lot of
people knew I was connected. And it'll get emails of, hey, I know that you know, somebody at Coca-Cola
and nobody, you know, somebody at Disney, could you maybe connecting
with those people. And I would spend
like five emails a month connecting
everybody was like, Well, what if we organized
like this get-together where it would be like the next step of
community-building. But then we would connect everybody to actually
do business deals. We were thinking
and we said, well, if we're doing it already, Let's do something good with it. Let's invite a
couple of startups. I think we were
like four or five years into the business. The idea was we're
not millionaires, but maybe what we can do is get the first year or so of
obstacles away from me, started businesses and impacts. The discussion went also, we were sponsoring a
lot of things like. In different organizations, especially are under
privileged organizations. But we didn't really feel like
they were doing anything. So we pulled all that money, created our own thing
and then invited the startups that were
actually doing impact. And then we would give
them free access to the event and they would pitch to these
innovation managers. And these were people
who actually had money. So I knew something
would happen. And then the goal
was that the winner, we would just pretty
much rebrand them in a way that wouldn't
be embarrassing when they go to a corporate because
these are companies that literally were live two months ago or
something like that. And so we would rebrand them, make sure everything looks
great and make them a video, a website, whatever, and
then something would happen. And so that idea became
startup funding event. Whatever we did, it was never like let's become
an event planner. It was always, let's
build a business around impact and
make sure that it is monetizable so that we don't go bankrupt or make
sure that there is money coming in because lightning was funding
startup funding event, which is the event
that we built. But then at 1, we started
gathering sponsors. A lot of these
corporates were there, saw the startups and
they're like, Wow, How are you discovering
all these people like, can we be involved in
the beginning stages? We started getting six fingers sponsored like not
from one partner, but we had like 60 sponsors. And so it just became this
crazy thing where everybody, we would invite all
the tickets for free. So because the
sponsors were paying, so we would literally invite all of our competitors like
people from Web Summit, the next web, everybody like these massive festivals
and just they could be a judge or whatever. And it became this little
get-together for everybody, all of our competitors,
so to say. So eventually we
became this big event. But the goal has
never been like, let's become a
YouTuber or anything. So when a client comes to me
and they're asking, okay, I want to I'm this YouTuber, I'm This Tiktok star. I want to monetize now. Usually where it already went wrong is all the
way at the beginning. You don't need to do
it for the money, just like we didn't do a startup funding event for the money, we did it for the impact and
getting everybody together, but the money is essential for the business to become
self-sustainable. I wasn't going to let this
little company leech off of the agency because that's not how you build a
business normally, which should be doing
when you're actually into monetizing things
than what you're actually saying is I want
to build a business that is self-sustainable
and potentially can sustain me as a person. Now, the mindset shifts. We're not YouTubers anymore. We're building a business. Okay, so now that we're
building a business, we need to realize what different departments
are available in the business to make sure that you can become monetizable. The most common
one that is quite important to realize is
sales and marketing. Those are usually the ones
you'll be dealing with the most things like
legal and accountancy. Most of the time
you're self-employed, so you're doing
really basic things, or Google is doing it for you, or Facebook or
Tiktok or whatever. So these are big things. You'd be mostly focusing
on sales and marketing. And so my first
suggestion is if you want to monetize
these type of things, is you're gonna have to start looking at sales and marketing. I recently invested actually in two girls who are a
CEO of a company. One of the things that I
noticed them doing a lot is focusing on branding
and logo and design. What I told them is
you need to start focusing on actually
creating a funnel, a sales funnel to make money. Because once you
have a sales funnel, once you've focused on sales and built a process
out for sales, you can then market things because what is
marketing actually, if you really think about it, marketing is pretty
much taking your sales, putting gasoline odd on it. And just when you click on, on the paid ads or
something or whatever, when you do your
marketing campaign, that's when you throw the fire, the fire on it and it just
explodes and it goes crazy. If your sales is not on-point
in your system is not bulletproof and your
customer service and fulfillment is just
not bulletproof. The moment you
turn on marketing, things are going to blow up. And if you have a
leak somewhere, it's just going to
completely go and explode. And then obviously
you're putting out fires because things exploded
and went everywhere. If you have a bullet proof
system, which let's be honest, You'll never have a bullet-proof
system at the beginning. But if you have as close as possible to a
bullet-proof system, by the time marketing
gets ignited, it's just you're gonna be
putting out, weigh less fires. Now that we know the difference between
sales and marketing, we know where we
have to folks in the first year and that's what I told those girls as well. Focus on sales first and make sure to understand how
the entire funnel, including fulfillment,
works for clients. Also, how you can maximize
lifetime value of a client. What is the lifetime value
somebody buys from you? But then maybe they
really liked the product. So maybe they want
to buy something else or do you want
to buy something for their friends or don't
want to gift something. These are possible upsells
ideas that you can think of. It's suddenly somebody
who buys a $10 product can buy up to $1000. I've seen people by $40
thousand from a $7 products. These things are
definitely possible. Okay, so now let's go deeper
into the mechanics of sales. Let's leave marketing for now, especially if you've
created a ton of content and you're
pretty popular, marketing, 1 will be
taken care of itself. When we're looking at sales, we notice that a lot of these social media
stars are just struggling with
the idea of sales. When I get young interns to
come in on the sales teams, it's quite tough to
pretty much you have to code them almost. From the idea that sales as
bad and rejection is bad. A lot of people,
especially artists, have issues with rejection
putting themselves out there. I mean, if we look at YouTubers
at the end of the day, what you're actually doing
is you're sitting in a room, you're filming
something, and then you're just clicking upload. The rejection is not as real
as when you get a big no, when you're doing sales. But yet, it is one of the most crucial
things you can do if you want to scale a business
or even build a business, you know, you cannot live off of AdSense for the
rest of your life. You have to actually
build a system. And you're gonna be
either forced to build that system when
you become really big, like I said, marketing
will blow things up. You're gonna be forced
to create a system where sponsors will
reach out to you. And they might take advantage of you because you
don't have a system, you're going to learn from those mistakes and actually
start building systems. Or you can do it
upfront and actually think about how you're
going to scale this thing. Like when I build
startup funding event, I had an idea of how I could
scale this over a pole. It was like a plan
of five years. And then at the end
of the five years, we would do this big
a 1000 person event, except it was exactly at the one-year anniversary where we actually did that big event. And so it is just
to say because I was ready and I had that plan, it's scaled much
faster than did, and I was ready for it and
nobody took advantage of me. The same here, you're
looking at a sales funnel that is easy for you
and simple to maintain. The first thing in a sales
funnel is always convincing people to come to you because you have
something valuable. Now, if you are a social media star and you're asking yourself how to monetize. I'm sorry, we're only here after 20 minutes. But you need it. This mindset part. We're now talking about two different ways
of monetizing it. Then that's the one that
I always recommend. You can go B2C,
which is business to consumer or business
to business. Business to consumer is the
one that most people will know how to do because it's the one that I'm
boasts exposed to. Business, to business usually involves corporates
are small businesses. It's a bit tougher to do if you've never been exposed to it. Let's talk about
business to consumer. This is the one that
everybody knows about, which is all YouTubers do. First thing they think is, oh, let's do merchandise. Which has, I don't consider
that a lot of good margins. There's definitely better
ways to monetize yourself, but merchandise would be again, the simplest way to do it. Most companies actually
arrange it for you. I can t spring is like
accompany that you can google T spring-like t-shirts spring and they just automate the
whole thing for you. Another thing that a lot of
people think about his books, that's also a way
to do it again, margins are not great on books unless you publish it
yourself through Amazon. And then courses is another thing that
I highly recommend. And obviously that's
our bread and butter, where we create these courses
for the social media stars. Because the margins
there are massive. But the reality of what you're
trying to do before you do any of that is not
even sell anything. Listen, at the end of the day
for your social media star, you don't actually
have followers yet. These are people that are the followers of the social media
platform that you're on. The social media platform
is gonna do whatever it takes to not give you those
people, like Facebook. They're literally
forcing you to boost a post just to get exposure
to your own followers. Once you realize that you
start taking a step back, you start realizing, Oh, I'm not supposed to be selling courses and merchandise yet. I'm supposed to be building my own following that I
have full control over. And that's when
you start actually monetizing things
before we do anything. So before you do anything, the first thought you
should actually be having is how can I get these people's contact
details in a way that they've obviously
voluntarily given to you. Contact details could
be like phone numbers, those are quite valuable. And e-mails, those are
very valuable so that when a sponsor like a business
or somebody comes to you, you can actually tell them, hey, I have a million subscribers. But I also have an e-mail
newsletter with an open rate of 80% of hundreds of thousands of people that are all
buyers of mine. Because in business to consumer, you've sold the merchandise. Instead of going on
YouTube and saying, Hey, go to my store
and buy merchandise, and then you have
this third-party that does everything for you, which you should be
doing is saying, hey, I'm about to launch something and you can
subscribe in my newsletter here where I'll be sharing these extra types of content
specifically for you. All launches will go there. And so every, every YouTube video or tiktok video
or Facebook video, you're just pretty much
launching in getting people off the platform to your own platform
that you control. And where do you have
all their details? That's a first part
of a sales funnel. Once you have the first
part of the sales funnel, now we actually start covering the most common question that we've asked at the
beginning of this workshop, which is, how do we actually monetize your own audience and not the social media
audience that is such an important kind of
thought process to go through. And then once you
have the mindset that I told you
at the beginning, like we're building
this business, you start realizing why
you need to get it off their platform and get it
onto your business platform. Again, you can get them on like Mailchimp or male or light
or something like that. I don't recommend
mailchimp actually because they block you if you are posting certain content which
is kind of ridiculous. It's your own newsletter, but like male or light
or something like that is sent fox. There are great newsletter
emails with great open rates. And so once you have
their contact details, I do recommend always
like a phone number and an e-mail because in case the whole newsletter
thing doesn't work out, he's still have
their phone numbers. Obviously, we'd send
always concerned. But what I mean is like, for instance, Mailchimp blocks you, then at least you have
another way to contact them. But once you have them there, now we can talk about
launching like merchandise, because now you have
full control over the list and your
fan base without somebody leeching off
or blocking you or just kind of putting an
obstacle in-between. Now I would recommend
talking about merchandise. I would recommend about
launching a book. I would recommend about just anything that is
quite low in value. I would not recommend
launching courses yet. Reason why it's
very simple and it has to do with the B2B part. The second part
that I mentioned, which is you want to
convert people who are non-payers into actual payers
of a product of yours. So buyers, reason why is we've friends so many campaigns
in like a decade now. Every single time we
just noticed that the psychology of somebody
who does not pay, it's just completely
different to somebody who even just paid $1. It's just so much different. And so what we recommend
doing in the beginning, if you don't feel
comfortable asking money, is creating a pay
what you think is fair product or
merchandise or anything, so that they can at
least be converted from the psychology of somebody who's free to somebody who is a buyer. That's your second step. Getting the first step,
get them off the platform. Second step, actually start
converting them into buyers. Now when sponsors
will come to you, you will have a list of
people who are buyers. This is not millions
of subscribers. This is a vetted
list with people who actually are following you and buying from you
in our fats from you, that will make you so much more valuable than any other
social media star out there. Because you have
something to show. You've created a
sales funnel that is monetizable not
only to your fans, but also to other businesses, which is gonna be a ten x value over what is
happening with your fans. That's kind of what Facebook and all these social
medias are doing. They're giving
consumers free access, taking their data, and then
selling it to businesses. They just took this thing
and just selling it to businesses and
became super valuable. By doing that, we're
kind of using, we're not reinventing the wheel. This is literally what is being done and it's been
tested and proven. Now we have in our list, we've
converted them to buyers. The discussion starts
opening up what now? Well, the basic mechanics
of a sales funnel. Instead, if you have a buyer, the goal is to upsell and down. So the reason, again, I'm saying very theoretical, basic, this basic that, but the idea of a sales funnel
is not to milk out people like ethical selling is an
entire course that we have, like our sales scores literally, there's an entire section
about ethical selling. We're not milking out these people for money.
They don't have. These are people that
want to be involved in the WAN valuable products from you instead of you just Oh, no, I'm just posting one
book and this is it. No, these people wanted more and you're offering them that more. And so that is what
that sales funnels all about as you're offering
them bad more stuff. The question now becomes, what is it that we are
offering that they want? Now that you have buyers? What is actually something that you should be
doing is not listening to somebody like media or an agency or hiring
an agent or whatever. You send out a poll to your
buyers and you ask them, what do you want? Would you rather or
give them a choice? Do you rather want
a course for me? Do you on merchandise? Do you want a retreat
that we all do? Actually ask them these
buyers are your fans, they were loyal, they want
to be involved with you. Ethical selling is
an actual thing. Ask them what they want and then you decide
whether you're going to offer a
less value products. So lower dollar mark or
a higher dollar mark. Maybe these people want to
go on a retreat that is like $10 thousand five-star hotels flying private, just
that, I don't know. Like maybe that's the kind
of audience you attract, or maybe these are
people that just want to do a yoga retreat that is pay what you
think is fair and they pay like 50 bucks or
something like that. Every audience is different
and it's very important to combine that loyalty with how you originally
built that channel. When we get to this
point of the discussion, that's usually when, you know, a social media influencer starts getting a bit
more comfortable and understanding the
concept of building a proper business
around their thing, because it's not gonna be leeching off and
taking more money. It's going to be actually systematizing and
creating processes around fulfilling the needs of your loyal fan base
and giving them what they want in
an organized way is essentially what
a business is. And that's why sales
funnels are so important, because they are
leading your customer through all of these
experiences that you could potentially offer them in an organized way and actually fulfillment different topic you need to actually
fulfill it and not create these weird
as conferences that you can fulfill and then create a nightmare
around your brand. But that's again an entire
different discussion where fire festival
that has documentaries, always tried to deliver
something that you can fulfill like when we had our
1000 plus person event, I'm telling you very transparently like
there were some months, like six months
before that where I was stressing like crazy. I didn't not think we could
make it, but amazing team, amazing people and somehow we just made it and became one of the biggest in the country. And he was just, just all came
together so much support. We asked our Faraday's like, what do you want, how do you want to rebuild it
together with them? We had so many volunteers. So it's just again, always ask, always collaborate. But in order to ask, in order to collaborate, you need to create the systems
in order to maintain all of that and catch dose recommendations and
do something with them. One of the things that I
do recommend, of course, once you've built
a basic funnel, you've converted them into
buyers, into something simple. It could be like a cheat sheet, it could be a checklist, it could be a book, $7 book or something. It could be a little like online conference.
Once you have them. Some of the more typical upsells that we recommend as courses. The reason being it's
digital high margin and once it's done
and it's a good one, you'll get a lot of
recommendations. We add to that coaching, sometimes some more
one-on-one time, maybe group coaching,
experiences, retreats, events. These are the most common
things that you can do. If you look around at some of the biggest influencers
that you admire, you can also be inspired by what type of projects
they're doing. Obviously, my
expertise is within the video aspect because
lightening is a video agency. So we tend to recommend
everything that is monetizable through video
or that type of content. But yeah, that's kind of, again, half an hour issue shortly
explain of how I would monetize a channel or somebody who is a star
and has a fan base. And would be more, again, I spent 20
minutes explaining this, but it would be more of a
mindset shift rather than actually telling them sell a course or something
like that, they need to, like if you're doing this, you need to start
building a business, creating a sales funnel, getting books around sales, learning how to do proper sales. Then once that system is pretty bulletproof,
start marketing. That's when you can start paid ads to sell more of the courses, so more of the books, B2B, it's pretty much the same. You go do sales
except now you're approaching companies and
you say, Hey, listen, these are the metrics that we have and we can sell
it for this much. Are you interested? Just like we did
with our events, like we had 60 sponsors. How do we do that
with three events before dad wanted
to in the country. One our own thing, one, part of a massive events, amsterdam capital week, one
internationally in Finland. And so when we came back, we already had a proven
track record over multiple sessions,
multiple countries. We had metrics. How
many people come? We had three winners, all of them made above a
million within six months, got investments of 0.5
million sometimes. So we had a proven track record. So when all of these like
60 sponsors lined up, it was just they knew exactly
what they were getting. And even some sponsors
even came after to me after the event and
we're just completely baffled by the scale
of everything. I mean, honestly, I
was also baffled. But even then they were
surprised of what was possible. So that's what happens when you under promise and over-deliver
and just in general, get into the mindset
of building business, building out your sales funnel, getting a couple of marketing books, learning about marketing. We have some courses
on marketing as well. And then going from there, if you have any more questions, of course, please let me know. I'm always available. Happy to do more of these Q&A
workshop type of sessions. And this is very similar to
how the coaching would do, but I'm happy hopefully you enjoyed it and hopefully I'll
see you in the next one.
57. Which gear to use: Hi there and welcome to this
unfiltered Q and a workshop. Today I will be covering the most commonly asked
question that I get over all my courses
and for my teams and pretty much all my
clients as well. And it is which gear to
use and how important is gear for when you grow organically and how important
is it to production value? We're going to elaborate
it from the perspective of me and growing things like
started funding event, filling up our huge events
to 1000 plus people, as well as the client work that I do for European campaigns and sometimes we do North
American campaigns and then how important
those things are. And of course, associating
that two conversion rates, sales and just organic
growth in general. And then of course, I will be sharing the geared and we use for both client shoots as well as just YouTube pork
or these type of courses. Because a lot of course
graders ask us all the time, can I film things on an iPhone? And sometimes you can,
sometimes you can't. And in this workshop, we will be covering
all of those. As always, this kind of
unfiltered workshop is made because a lot of coaching clients have
a ton of questions. And so they tend to
learn from stories and case studies that have applied
with clients and my team. And that's why we
do these kind of unfiltered storytelling
workshops so that we can cover
these questions and just an incomplete half
an hour to an hour of details and all these things that could be relevant for you. That's why it's not as scripted
as most of our courses. If you want clear
theoretical content, go to the specific courses and the five to six minute videos that just go clear
into the theory. This is all about
the practical stuff. With that being said, the way this has filmed is so that you can just listen to it. You don't have to look. We don't use any fancy visuals like we use in our
normal courses. This is literally
for you to listen to or to take notes
while you listen, so that you don't have
to constantly pay attention to the screen
without further ado. Let's dive straight into
the whole gear discussion. Let's cover the most commonly
asked question first, which is gear important
when you're shooting things like courses or YouTube
videos or Facebook videos. My main answer to that is no. The new iPhone that came
out just pretty much has a cinematic lens and normally you wouldn't
even feel the difference. I would say there's
one niche that may be you have to reconsider what
type of camera you use. And that is if you create
film-making courses, photo courses, that type of niche where cameras
are actually useful. The reason why is that the
more experience a person has. So if people in that niche
half a year of experience, they are probably going
to notice when you're shooting with a
canton versus a Sony. I've been shooting for
a decade now and I can clearly spot when
somebody is using Canon colors versus Sony colors. But again, that's just
because you're in that niche that it becomes
relevant outside of that. Honestly, an iPhone is
more than good enough. Of course, that comes
with an asterisk. Lot of people tend to ask
me what cameras important. The question I tend to
not hear when somebody is starting with all of this as
what lighting is important. You can use technically, almost any camera
that is full HD, as long as you nail the
lighting and the audio, because those two are more important than the
quality of the video, whether it's 4k video or
fully Judy slow motion, those things literally
do not matter as much. It's a good light
and good lighting set and amazing audio. Again, most podcasts go extremely viral and only thing they have is a good microphone. I'm going to cover first, would we use depending
on which level, for instance, a set like
this versus client work. And then also what
I recommend most of my clients by if they're
on a lower budget, what do we use? Well, let me tell you a story that I always tell
my coaching calls. I started lightening, which is my agency roundabout
a decade ago, almost at the time I
remember I saved up, I think two or 3 thousand Euros by doing seven jobs
at the same time, I was tutoring, I was working
sales, that type of stuff. Saved up my first 23
thousand Euros and went to the store to buy a
Canon 5D Mark three, I think at the time
was that it was a revolutionary camera
at the time they came out completely broke the mold of people having these
big massive cameras. I remember my camera guy
at the time had a Sony, I think fs 900 or
something that was this 35 thousand Euro
camera, super expensive. But I mean, the images
it produced was amazing. We use it for Coca-Cola shoot. But I went to this store, just a general electronic store. If you're in a shopping mall, you probably know exactly
what I'm talking about. I went into the store, I was in the cameras section
that I've been pretty much in for the last two months
researching everything. And then obviously
we'd google comparing. I was about to buy the Canon 5D, but because I was in that
store literally everyday for the last couple of weeks and then every so often
every two months. What had happened was that I actually befriended
the camera guy. As I befriended the
camera guy and I'm standing there
looking over to 5D. He walks up and he says, Well, you probably
have saved up enough. Which camera are
you going to buy? And I go to pretty
much I tell him, Well, I'm ready to buy
the Canon 5D Mark three. It seems like the best
research camera Ababa. But there was one thing
that I didn't research yet, I think a month before that. So this is how old
the businesses now, a month before that, Sony had just for the
first-time, released a camera. Now you got to imagine, I think this was 20132014,
something like that. Sony up until this point was making really ****** cameras. It was something
you couldn't really use as an amateur
unless you would go for FS cameras like FS 900 of his five,
that type of stuff. Because obviously
those cameras were using use for
professional shoots. But those cameras costs more than ten K and that was
just budget I did not have. But in the kind of
prosumer category where the Canon 5D
revolutionized everything. There was no camera where
Sony was competing. They had these kind
of camp corners, but it was just not something
you could show up with on a professional shoot and get the quality
that you deserve. A month ago, a month
before that conversation, Sony had just released
their Sony A7 camera. I had no idea. I was not a camera
guy at the time, so I had no idea I wasn't
following any of these things. And he literally tells me, wait a second before you
buy this Canon 5D and he goes to the computer thing that is hooked up in that store. He goes online and
shows me the Sony A7 S. And it was like 500 bucks
cheaper than the Canon 5D. And I'm like, Are
you sure I keep hearing Canon 5D is
like the best thing. It came out. It pretty much does the
same thing that all of these pro cameras are
doing for half the price. And I want to be
taken seriously by clients because I was
just starting out. And the guy literally tells me, trust me, this will be
the Best Buy you ever do, because this Sony A7 S, it creates night vision like it does so
well in the night. And so if you're filming
like events like I was, it's gonna be so
important to have this type of quality was so much money for me at the time and I literally just
trusted the guy. And I can tell you it was one of the best
decisions I ever did. Because what actually
ended up happening is that the Canon
5D Mark II became a really old camera
when the bus around the Sony A7 came out
about six months in, I've owned the camera
now for five months. Everybody started talking about the low-light capabilities
of this camera. We started the whole company. Well, I started at the
whole company on Sony, and at the time there were like three lenses for this camera. I kept doing projects
and buying up lenses. Nowadays you have so many
lenses for this camera, but we have all the main ones. We started with Sony A7 S, and we continued
from there at 1. I was thinking of
buying a Sony A7 because when we're
shooting large commercial, so we don't do it very often, but sometimes we shoot
large commercials. Most of the quality
that you see on TV is shot on a Sony A7. There's something about
the aspect ratio, the color, the way
the pixels are. Somehow I always
recognize an FC7 and it is really not
comparable to a Sony A7. Notice. Now I'm getting
really technical, but a lot of people ask me this, why wouldn't I get this big *** camera versus like
a Sony A7 does. The real difference
that you're gonna get is in the colors
and the lighting. When I'm shooting with my
23 thousand Euro camera versus my camera guys is 1015 thousand Euro
camera like in FC7. Which you're gonna get is if you're shooting,
for instance, in a shadow of or
if you're shooting in a really bright
sun in your color, correct thing, you're
going to get way less out of a Sony A7 S, then you're gonna
get out of an F7. But if it's really low lights, you're gonna get way less
out of an F7 than an A7. So when people ask
me which camera to buy, it always depends. For high-end commercials,
you're going to have full control of lighting. And so an F7, it's
going to give you amazing quality that an A7 S
is just not going to match. But if you're in an event
and it's super dark, and if I7 is just
not going to match the low-light
capabilities of an A7 S. As time progress
throughout the business, the A7 S2 came out. And we found that the quality of the picture was
literally the same. So we just did an upgrades. I think we upgraded
eventually we have six A7 SS, so we upgraded, we sold three or something like that
and we got to A7 S2. Reason why we did that is a more slow motion capabilities. But it's just to tell you
that as time has progressed, because the sensor stayed the same within
this A7 as camera, they send this to
at the same sensor. Only the A7 S3 started
upgrading, but not by much. And so you can kind of feel
the difference between the original A7 S and
then now the A7 S3. But then if you compare an A7
S3 to an F7 is just crazy. You can barely spot the
difference at this point. When people asked me
which camera to buy, we're doing professional
shoots with a camera that on the
second-hand market, you can probably get
four under maybe $800. That's how crazy it is. You won't spot the
difference because the question that
we're asking is always how is the lighting, which setting are
we shooting in? And how is the audio? Nobody's paying attention. Which type of quality
of camera you have? Do you have a Canon? Do you have a Sony? If you're a great editor, you're not going to
have these issues. So when I'm shooting here, my main focus is again, we're shooting on a basic
Sony A7 is I didn't even take my A7 is to shoot courses. Sometimes we actually had a big pro camera that we use for live streaming
and cameras. And after the whole
pandemic happened, I pretty much just sold
it because at that point, we could do the same
capabilities in an A7 S, where you can just extend
how long they can film. And because they're
pretty old cameras, they're pretty
tested and they're mirrorless so they don't
heat up that much. So we can just film an entire
confidence of five hours on these little A7 as the
assembled as devices, we just need to control the
lighting a little bit more than that pro
camera that we had. Again, also sony, we stick
with everything Sony. Then the other thing
that I absolutely loved with the Sony, which again, it's mirrorless, heats up way less. That's a huge
problem with Canon. The colors are a little bit
less nice than the canon. But again, I would say if
you're doing weddings, a cannon is great colors is
going to be so important. Qualities can be important. Then if you're not doing
weddings, you can go for two, Sony because the color scheme would fit more corporate
and commercial, whereas the color
scheme of a cannon fits more of the
whole romantic five. But again, that's my opinion. And when I'm editing footage, that's what
I'm looking for. The other thing that
I've found is that the Sony footage is way
more optimized for Mac. So just kind of easier and bid faster to edit when I'm
working with Sony's. Then lastly, the
reason why I love so nice is because the
lenses on there, especially the XYZ
lenses and the G lenses, these are the brands of the
lenses that they work with, are just so crystal clear and nice and the quality
is just so nice. But then if we're getting really detailed into it with
some of the DJI lenses, I'd be very careful. We won Scott's the
1224 millimeter, which is an ultra wide lens. And I'd stay away from that
one for quality purposes because if you compare it to the footage that we
shoot with sites lenses, it's just not possible. So as I'm here, I'm using everything Sony, My microphone is Sony. A lot of people recommend the
sanitizers and we have to level Lear sanitizers
that we do for shoots. When at an event the speaker
needs to be needs to have this clip on
microphone is called a level your microphone,
we use sanitizers. Sanitizers in general are very high-end brand we've
had in the past road. And a lot of people
swear by roads. But honestly, when I compare
it to the quality with Sony inequality that I've
had with sanitizers. It's just not even
close every single time we've used
road in the past, it always gave us bad quality audio or it gave this hits that
we didn't like. And if we have
clients love audio, they're just going
to spot it and we're going to have
a **** editing. In the past, we
use a lot of road, but we eventually switched
over doing only sanitizer, which is high-end audio
within the camera sphere. And so nice. I would rank sanitizer above Sony if you're
choosing microphones. But I would add to
that that we've had great experiences with Blue Yeti and stuff like that
for the POC tests. But right now I'm
covering is still what we're using here. Once we have the audio, which again we're just using
Sony audio microphones. And then sometimes for events
we're using sanitizers. The lighting that we use is, I use two brands that
I absolutely love, which is mad lights, which is a competitor to
aperture of but much cheaper. And aperture, aperture is
just really well-known. Except with aperture, you tend
to get pretty bulky items. They're pretty big, super
high-end, super good-quality. Not an analyte is cheaper. And I feel like this startup that came out
a couple of years ago and it's just trying
to do everything better than aperture somehow. As best they can do
within the price range. If you want to go really
high-quality, go for aperture, but non-life is a
good alternative that I always recommend. Those are the questions
you shouldn't be asking. Those are two brands
you should be buying. Invest in a good iPhone, five-hundred dollar camera
second-hand market. There's nothing bad about secondhand for a
mirrorless camera, just make sure to stay away
from scammers or anything. And then where you should actually be putting
your money is maybe a good nan light lights
and then a good microphone. Of course, if you want
to go really high end, go high-end on the audio, not the camera, the
audio sanitizers, that brand, you're
always going to be good. I think most of the podcasts, because Joe Rogan uses that
one US cent heights are definitely you just type in Joe Rogan Podcast microphone and you'll see which one it is. Once you have those things, you're pretty good to go for 90% of the things
you'll be shooting. This isn't a filmmaker course, so we're not going to go deep
into how to shoot events, how to shoot weddings,
all that stuff. We're just gonna look into
mostly the educational things. Most of the things
you'll be using gear for YouTube,
for social media. And again, second-hand
cameras, mirrorless, good audio if you
want to go crazy, go for sanitizer tried
to stay away from road. If you just splurge
a little bit more on the audio and then
go for a good light. If you want to go cheaper
on all those things, which I will cover as well, I would recommend to
go again secondhand on the camera and then
on the microphone, I would go for an
external microphone. And the one that we use
that is actually used for professional purposes is
buy a brand called Zoom. This isn't like the Zoom
from the video calling. This is just zoom. That's what their
microphone brand is called. And the ones that I started
with is the Zoom H4 n. And this one is, I think a 100, $150, and it has great quality. The reason you want a Zoom is because it has
these connections, XLR connections
that you can plug in into any camera and
professional camera, but also into mixing sets. So if you're at a
wedding or at an event, you can click it in
and get good quality. So if you're ever
maybe speaking, let's say you're creating a course and you're
speaking somewhere. Those microphones
and those clip on microphones might not be as good quality as just having this $150 device a Zoom H4 n. And then you go to
where the audio system is of the workshop
or the conference. You plug in an XLR
cable, it's called. And then when you
have the microphone, which the venue will
provide, you'll get amazing, crisp, super nice sound from it, which you can then sink
later, which are camera. This little device will get you the best possible quality. Yet it costs a little. The reason I don't recommend
it from the beginning is because it's an external
audio recorder. And so that means that you'll have an audio file which you will need to sync later
with your camera. And there's just so much
that can go wrong with it if you're recording the
wrong frames per second. If the quality is
like wrongly sitting, if you didn't check it properly, It's just something we
don't do for beginners and it's why I don't recommend
it in the beginning. But then in general for
the podcasts and this, sorry, this one is quite actually important
for the podcasts. I will recommend it. If you want to go cheap and you don't want to go for
descend Anheuser, get a Blue Yeti. We've had now more than 50
episodes on the podcast. And every time we have a
guest with a Blue Yeti, it just, it just
goes really well. They're not they're
not expensive. They're pretty cheap, and
they're just so worth it. You're not gonna get the
same quality as a sanitizer. But honestly, if
you're not into audio, you're just not going to
even hear the difference, especially if
you're listening on an iPhone or when you're biking, which are air pods or
something like that. That's what I
recommend on audio. Now, as we progress, you start realizing that there's a lot of different
things you know where to focus this are now and
then canon versus Sony, it's completely up to you. We started with Sony
could not be happier, and there's no camera
the canon has released yet that just competes with
the low-light capability. Then again, if you
eventually become a pro, which in YouTube and
just in general, if you creating content, you're eventually going
to go pretty pro. And those lenses that you're
gonna be using with Sony, you're gonna be able to use with all the pro cameras
that Sony has to offer. When you're getting
into the pro sphere, Then Sony is one of the big
hitters that makes a big, then makes big commercials. Yes, canon has some cameras, but honestly outside
of Buzzfeed, I don't know many commercials
being shot on canon. Most of them could go for red. Are, we are so neat. Red is a very
professional camera. Some YouTubers use it. I don't recommend it. We've shot on red. And I personally just don't
like the colors there. A little bit more
blackish, more grayish, whereas I would say
Sony gets more color, candidate gets even more color. Then I've never
shot on an already, but I've had camera
people who shout on an RA Re is the most expensive
camera you can get. I did not recommended for
any content creation. This is what they
use for Hollywood. These are cameras
that are 50 K plus, I would say cap
yourself at a red or a Sony professional
camera and then just kind of stay happy if
that's where you're going, especially when you're
shooting for k. So that kind of summarizes
the gear that we might use depending on which shoots and what my
personal opinions are. Again, this is just a story
and my personal opinions so that you can kind of
see how we progressed. I would rather buy
multiple cameras. They give me similar
type quality instead of looking for like, oh, I need for gay for this and just higher-quality and
better colors for this. You know, most people
are not going to notice, especially when YouTube
compresses those things. That's how we ended
up with like, I think like nine cameras at the office and then selling like two or three at the end because we were
just not using it. That's gear, that's
audio lights, camera. Then in general, what I recommend is learn how
to set up your lighting. I always recommend a lights next to you and the
lights behind you, and then creating some type
of depth in the background. That way there's just
enough lighting. Two highlights the back of your head away from
the background. But again, that's called
three-point lighting. You can always find tutorials. A great actually client that we worked with is called
Parker wall Beck. He runs a course called
full-time filmmaker. All of his YouTube videos, tutorials are for free, has a great YouTube tutorial
on how to set up lighting. Just type in
full-time filmmaker, I think its course,
or parker lol, big lighting and you'll
probably find it. But in general, one light here, one light in the back and then just something to differentiate you
from the background. And then just good
audio and you'll definitely have something
good That's gear. Now, another pro tip on the lighting is if you want to go cheap on
the lighting, you can. I don't recommend it because
these types of pieces, they will last you a decade. But if you want to go cheap, the best thing you can
do is like how you express or Amazon or
something like that. One brand that I love when I was in the beginning and
building everything up. Except again, don't
go cheap because then they're just
collecting dust like now. But one brand and I
loved is Go Docs. Go Docs creates pretty
good high-quality lamps. All of the lamps I bought
from them at the time, I think we're under a $100 and they still work to this day. It's been like at least
five years they still work. But I don't use them because I have high-quality
likes right now. That's why I'm saying you're
kind of paying double. If you want to go Expensive, Don't go expensive
on the camera, go expensive on the lights. Those things will
last few ten years. Going expensive on a
light will still get you to 300 bucks on a microphone. Same thing. Whereas if you
go expensive on a camera, we're talking a couple of
thousands of dollars and it's really not
necessary. That's gear. That's how you can get started. And then once you've set up
the three-point lighting, you can start shooting for most of the things
that you're doing. Video testimonials are gonna be super important
for your content. And then interviews, tutorials,
those type of things. You will get most of
the done having that. That's kind of it's gear wise, most commonly asked question. Hopefully it's answered now, my opinion on why I
choose Sony over canon, again, more use-cases and
corporate for so needs, people are more used to it. There's more low-light
capabilities versus canon, which I might consider for
photography or for a wedding, because it has this
amazing romantic colors, which I don't find a match
very well with commercials. I like the Sony colors more for commercials and yeah, that's it. A little bit too deep into it, but I hope you enjoyed this little workshop and if
you have any more questions, definitely let me know.
58. YouTube organic growth: In today's workshop, we received the question about
organic growth, and I'll dive into
my iPad layout the question and how I handle organic growth
for my clients, and how I've applied it into
my own business as well. So without further ado, let's dive straight
into the question. The first question again, like I said, is, how do you create organic growth specifically around
a personal brand? Now to fully illustrate this, I'm going to dive deeper into one of my early
clients that I had about five years ago
and how I've kind of evolved that system to now, and how I use it into other channels when
clients come to me. And especially we get a lot of these agencies that
manage a ton of new YouTubers than just hit 1000 subscribers and
want to get them to 10 thousand
subscribers or more. And again, this will apply
to you whether you have 0 subscribers or 1000 or 10 thousand
subscribers on YouTube. And then from there we can always explore in
different workshops how you're going to
use that content to grow on other platforms, but without further
ado, let's go straight into growing it, organic growth and not paid ads. I'm gonna be focusing
on YouTube in this workshop because I
believe that with YouTube, you can create quite a lot of brand loyalty that will much easier shift
into other platforms. Whereas if you look
at the algorithms of currently like Facebook,
Instagram, Tiktok, it is much harder to transfer from there to YouTube
or even your website, emails, newsletters, and then
obviously from their sales, which is why we
have a high focus on YouTube within my agency. And again, if you
don't believe me, we have a podcast where we
have literally people from all over the world come and
they explain these things. There are experts, they've
grown a lot on social media. We've had people from Reddit, we've had people from Google, Senior Global Vice Presidents. And they pretty much
say the same thing. That in order to grow specifically and to
get off the platform, it is quite tough if you're
on these other platforms. I mean, we had the
general manager of Tiktok on the
podcasts and she was pretty much explaining
that they want to keep people on the platform. They're incentivizing people. So it's really tough
to build a business outside of it when you're
just growing on tiktok. But YouTube again, like I
said, has that potential. And so that's why a lot of successful stories
are on YouTube. Let's go back to the original
client because that's how I learned the original idea and
started growing from there. If you're starting
out getting to your first thousand subscribers
is incredibly important. Lot of people ignore the
fact that they have friends, people in their circles. Maybe they've joined
some Facebook groups, Reddit groups, and they feel like they
don't want to share there. My first suggestion to you is if you want to get
to 1000 subscribers, this workshop is not
about that specifically, but my tip here is makes sure to get into those groups
and one-by-one, recruit all of those people. In general, though, if you listen to what I'm
about to tell you, you probably will get to your thousand
subscribers a little bit faster outside of just reaching out to people and manually
getting subscribers. What we did exactly. So we had a very
niche focused coach in a specific language, Dutch, because I'm
from the Netherlands, we first looked at what
they needed to get done. Well, the main goal
for this client was to sell courses
and workshops. One of the strategies
that we consulted on was, well, we need to dominate
certain keywords. At the end of the day, everybody
keeps telling you this. Youtube is the second
largest search engine. Everybody says that it's quite cliche now
that coaches say, but what does it actually mean? Well, just like Google
is a search engine, the game that you're actually playing if you want
to win is SEO. So on YouTube, you're
gonna be playing SEO as well if you want to learn how to become a really good YouTuber, actually, what you're
learning is what SEO is. You're going to be
learning how to build up to the right keywords, researched the right keywords, competitor analysis, making sure that the
trends are being hit. And then kind of
exploring from there. When we were looking
at this clients, they had an okay library. They were just starting
out this business. They had some brand
loyalty from other niches. So they had a newsletter
that they could leverage in order to
gain subscribers. One of the first things that we did this a funny story as
if it was my first time that actually flew out for a couple of weeks to an island. We went to dinner, refit the paint pretty much for I think it
was like two weeks. And I took my camera, all my gear with me. And the whole goal was
pretty much sitting there. And we would film, I think, about 15 videos a day on specific keywords and that list was pre-made a weekend advanced. And the way we looked up that list is you
would go on YouTube, find other niches
or similar niches, and then see which keywords tend to dominate
with a lot of views. We were looking at 10 thousand or 100
thousand plus views, and then we would kind of see which keywords
could be better. So let's talk about, for instance, an
example about YouTube. One of the most commonly
viewed YouTube videos, if you search for keywords, is how to start a
YouTube channel. Now, how to start
a YouTube channel? That phrase is kind
of like a key phrase, like in search
engine optimization, we would use this key
phrase to properly dominated the way in
the olden days we did. This was like ten years ago. We would create these articles, how to start a YouTube
channel, ten Tips. And if the number one
ranking was ten tips, we would do 15 tips or 20 tips. Sometimes we would
do a 101 tips. Then based on that, we would start link building. And from there we would
increase engagement. Add a video to the
article making sure that people
stay longer on it. Now, the key metric within
YouTube that again, most people know, isn't specifically the keywords
and the link building. That's part one. The most important metric
that YouTube wants from you is actually
engagements. You need to make sure
that the people watch your video for at
least 50 to 75%, which is almost
impossible to achieve if you don't target the specific
keywords that people want. One of the things
that we noticed is if we want to achieve
that engagement grade, we probably want to stick, stick with numbered lists. Numbered lists seemed
to be performing really well in blog format
and in video format. If you keep the number
of lists quite short, then it doesn't feel
like you're going through this long, long video. We started off with pretty much, again, it was a different niche. But if we would shoot a video
and choose the keyword, key phrase, how to start
a YouTube channel. We'd be looking into how to
start a YouTube channel. The top seven tips or top seven mistakes or
top seven secrets, whatever seems to go
really well at that point. Then we would also rephrase that same key phrase into
five different variance. Usually again, this is something
that you can brainstorm. You really don't need
to be an expert. You go and Google
you type in how to start a YouTube channel and check out the first two pages.
Then you go on YouTube. You do the exact same thing, checkout the first 20
videos and you see how people have rephrased
the same key phrase, how to start a YouTube channel. This should be giving
you ideas to give you five different variations of this one keyword or key phrase. Once you have all
the variations, you're pretty much try
to number it as much as you can or make it in a
way that will be really, really engaging so
that you can hit those metrics at 50 to 75%. Then you kind of go from there. One of the things that we do, and that's just me
being super transparent is we're not like Mr. Beast or PewDiePie. We don't really know
how to go viral. So the only way to
go actually viral for us is to just what I
call Dewey shotgun maneuver. If you release a 100
videos that are engaging, one probably will go viral, Of course, because of
the amount of effort, it won't feel like
it's going viral, but that's how we
operate strategically. We don't go for this one video that we spend a month working on because honestly nobody really knows and the
algorithms change. And so we apply
shotgun maneuvers. We do a ton of content. We make sure that we engage
all the key metrics, all the key phrases
and scale from there. And our main goal when
we're shooting the video, when we're looking at the bullet points that were
mentioning in the video, is county keep the
user or fewer engaged. This is by the way,
similar to when we launched podcasts and bump, again, we're using
YouTube because it's transferable to all the
other social medias. Once we have all of
these key phrases, keywords, and so on, we'll be looking further. Okay, So now we have a
list, we have a list of, I would say again,
we were shooting 15 videos a day and I was
there a couple of weeks. I think we shot like
eventually it ended up being I counted like
300 plus videos. Who was pretty crazy
like some days we shot more than 15 videos. I realized. First of all, in
those first couple of weeks to three
weeks we sat there, I was able to teach
the coach that was doing it how
to film himself, which meant that eventually when I went back to
the Netherlands, they kept continuing to shoot, which meant that we could kind of hit four hundred and fifty, five hundred videos over
a span of 23 months. Because our strategy wasn't specifically what everybody
traditionally says, which is like release
every four days, every seven days, whatever. We kind of just went
crazy on the SEO part. Nowadays it's a bit
harder on YouTube to just go crazy on the
SEO part because again, engagement is super important. But if you can get that
engagement metric and again, you have your friends
who subscribe, people in the networks
are subscribed, who are actually interested
in your content. Then what you can do is that client than what
we did in 23 months, we were releasing 23
videos a day and we went, I think it was an attracted. I have a blog post
somewhere on a website. It was like 2 thousand
subscribers and went somewhere above 25
thousand subscribers. But again, remember what the key metric was at the
beginning from a client, it wasn't specifically how
many subscribers it was. Can they sell courses
and do workshops? One of the things that
we did is once we started hitting 20
thousand subscribers, I think they went from a
1015 thousand views too. He was like 300
thousand views or something that some
crazy metric that starts scaling exponentially when we
started hitting that high. We booked a room somewhere. Well, the coach book
the room similar and we filmed a course for him. It was pretty much from the
morning till the evening, half, half a day, then lunch, and then half a day. And we had a discourse of about six to eight hours
professionally filmed. We used at the time it
was like a Sony A7. So it was really
professionally film, super good quality,
a lavalier mic. So like a one that you attach. And pretty much the whole
workshop recorded in parts. We edited it, Started, created a course out of it. It was a course of
about a 150 bucks. And we, before, I am skipping
the story a little bit. So before we did the
whole course situation, we actually sold tickets
to that workshop. So the first thing we did
is we tried to monetize the YouTube channel
because we wanted to see for targeting
the right people. So as we released an Eventbrite, I think it was we take it we sold out within I think
it was like a week, 155 seats, whole
conference room. It was in center of
Amsterdam, was sold out. Then we filmed that course. And all of those people
who signed up but couldn't get a ticket were super
eager for the course. And so once we filmed the
course and released it, ink around a $150, which was I think
more expensive than the actual workshop at the time. The sales, it was
above six figures. I think they had
somewhere around 150 or something like that. So that was kind
of like a short, short deep dive of
how we started it. We looked super hard at those key metrics
and at the goals. So that's kind of the
beginning and the end. And then we drew a line, what do we need from the goal and the key
metrics and key phrases, how do we get there? And so our calculation was, we're not Mr. BCE, we don't
know how to go viral yet. So how about we just
blast a ton of content, dominate all the
competitor keywords. Because again, if
one competitor has one keyword and there's like a 100 thousand views
on that video, but we have five variations
on that keyword. Then probably five
different videos underneath the competitor
would be hours. Or if people
watching competitor, they would probably buy YouTube, be referred to one of our
videos because we have five on that key phrase. That was our strategy. A bunch of contents usually numbered so that we could get engagement as high as possible, which translates into
subscribers, so loyal fanbase. And then an easier
way to transition into people who opt in for a
workshop or something free. And then they were selling
at the time, the workshop, but also they were giving
away a free e-book, which was a huge
thing in that niche. Nowadays, a lot of people are dismissing these
ebooks, but trust me, they are still going strong even though people are saying, Oh no, you need to do
webinars, you need to do that. You can do webinars and
they convert grades. The issue is that if you
don't have the quality, you don't know how
to set things up, you don't know how
to engage people. The webinar is going to perform similarly to what your
YouTube is performing. That's why I highly recommend to figure out the YouTube aspect before you go into all these more
advanced scenarios like webinars and
stuff like that. But again, because we
filmed a ton of videos, like hundreds of videos, we release them over a
timespan of 23 months. We created momentum. We use that momentum to create a workshop with a big audience so that there was social proof. We got a ton of video dismissed. I think we filmed like I had two or three camera
people there. We filmed, I think like 1015 testimonials, All
high-quality cameras. And then we created the ladder, the coach created
the landing page. We provided all
the video content, and then they sold the course. And then from there, I think they added a podcast. They added like upsells
and stuff like that. But pretty much at that
point when you let go and they started scaling as we let go somewhere around the 30 thousand subscriber mark. So it was a pretty,
pretty crazy campaign. But one of the questions again, going to the beginning
that I keep getting is, if I don't have the money, can I still grow organically? But a lot of people
tend to dismiss is, of course you can
grow organically, however, which
you're, cannot pay. You have to pay with time. Listening. If you
don't have the money, then you have to pay with
something else, which is time. And money pretty
much saves you time. In this case, it
need to be aware that you need to have a lot of content that is engaging and it doesn't have
to be scripted. A lot of people have
like the scripts, do. We sometimes do that as well? We script and the
entire Saturday to prepare all the content
for the next week. And then you have these nice
gifts in an auto prompter. I mean, if you followed
one of our courses, obviously you'll know that it's pretty scripted to
the point we tried to cut out as much as possible because you're noticing
I'm talking a lot, lot of coachees find that
interesting because they get a more bigger story
of what actually happens, how we apply this basic content. But again, fundamental matter. We pretty much
shotgun maneuvered the whole thing and the
engagement started rising. Our bed paid off. And so as we had all of
these titles of the videos, we didn't script for them. We were aware we were going
to do like 3400 videos. The actual conversation
we have with the coaches, are you able to give
you bullet points? Talk from there and we'll probably edit out all the fluff. That's what we did
for every video. We had bullet points. Like I said, try to keep it numbered if you haven't
numbered, so it's a bit easier. So seven mistakes,
seven secrets, 13, different things bug
a blob with each number. We just had a sentence and
that was a bullet points. And then pretty much what would happen is we would
start the video. We'd go at the bullet points. Then after the bullet points and the paper would come up and then the raw footage
sometimes you can see it like the paper goes up. They look at the bullet point and then they
continue from there. So sometimes if you have
these 13 secrets or whatever, then premature going 13 times to this piece of paper and you have this 15 minute long video. But so that's kind
of an easier way to script your content. Another benefit that we
found is once you start hitting video 100 or
video 200 or whatever, you become way more to
the point and engaging on camera like 22 points where
there is almost no fluff, there's nothing to edit. It's all pretty relevant, and so I do recommend doing
that in the beginning. Another thing that I can
recommend though, is like, right now I'm sitting
here in a studio, everything is set up. It can get pretty boring. And so when I did
that shoot with the coach and it was a couple
of is in police as well. They rented a huge villa. I think it was like
this massive villa to have five bedrooms. And then if you would go down, it was like on the little
hill next to the beach, you would go down the hill. It had its own like extra lake wasn't
like a garden house. I think it was like
a pool house or something by slept
in the pool house, like my own private thing. But the reason they
did that is because the garden was so
big as you are going from the main house to the
pool house that we had like 20 different locations
just in the garden. It was literally the whole
point of just switching cameras as the sun was
rising or going down. And then the golden
hours we'd be filming non-stop every morning
and every evening. And so if you are born and you're struggling
with these things, what I can highly recommend, don't do this if you're in the beginning unless
you have budget. But if you're going
on an Airbnb, you're going on a trip, tried to find these locations
that have maybe gardens are just nice locations where
you can literally just put a camera and then if you
tilt it to the left, you have a completely
different setting that is as beautiful. When I created originally, when I started my charity
like almost a decade ago, I created a ten day challenge. And one of the things
that I did is when I was going when people were
booking me for speaking gigs, I was asking them to book
me a little bit outside of the city in a place
that was photogenic. That way I could
literally combine my speaking gigs with
that morning filming a little bit for a
30-day challenge or a ten day challenge
that I created, which are by the way,
still up for free. So although all these
things are so relevant, and it's mostly relevant
for you to be engaged, to be nice on
camera, to be happy. And as you're going through
your first 100 videos, it's just, it's tough. You have to learn
all the skills. You're not gonna
be as good as you are on your 100th video
or 500 and video. These tiny little things
like getting an Airbnb, getting a nice location. I mean, really paid off. At 1. We were done with all
the garden shoots and we would move on to like
it was it was ten Arif. So you had like
mountains you had for us yet these plane fields
and stuff like that. It was just amazing
type of content. That was kind of one
example of how we use the campaign to really
grow exponentially. Now, once we apply that,
we started evolving, that one of the things
that we started evolving as we started emphasizing
throughout the years, because in Guinea
was less important, but the thumbnails
became quite important. The design was very important
in around the thumbnails. Nowadays what we recommend
is make sure that it's the number super visible. Some type of kind of
Photoshop effect. You don't have to go crazy
with Photoshop effect. But one of the things
that you can do is you can pretty much
just magic wand around the person and then put them in front of a certain
letter or word. It just makes it look
a little bit more professional and doesn't
take a lot of work. You can stylize things. You can make it pop a little bit more by having more
saturation and vibrancy. Little bit more work on the
thumbnails has evolved. And then one thing that
we started adding, which was definitely not
being done at the beginning, but nowadays it's exclusively will we add to that as
well as the thumbnail. Subtitles. Subtitles had become so
important on YouTube. Again, like I said
in the beginning, it's a search engine with a
lot of people seem to miss, is that if you want to
maximize the search engine, you want to give Google the
correct words to look up for. Google tends to do close
captions themselves. They make the
subtitles themselves. But you've probably noticed that even though it's getting
better and better and better, it's still not accurate. So some words might not
pronounce correctly. And especially when you're
working in Europe like I am, you have all these climate, especially if you go
to Spain or Italy, they have a different
pronunciations. Google doesn't pick up on that, which kind of sucks. So subtitles became
quite essential. That we've added to
this whole journey. And then we made
sure that we have enough a follow-through as well. Again, YouTube tracks that if
you have a YouTube Studio, you have a YouTube
channel, you probably have seen the
click-through rates, CPR. So when Google actually
is looking at your video, they're looking at how many
minutes are people watching? Are they clicking through to YouTube videos on your channel? Is it becoming this whole
Netflix experience where you're just watching one show and you're bingeing
it the whole way. And that way netflix knows
it's an interesting show. Youtube is trying to
create the same thing. And so as we are evolving
with the platform, we're looking at these things, subtitles, actually
for our podcasts, we translate into in six
languages for our subtitles. If you look at Mr. Beast, he's pretty much recycling
videos as well. He's using his English videos
and then dumping it with subtitles as well in Spanish
and stuff like that. This has, if you're
starting to grow YouTube channels and this is professionally your business. One of the things
that I see getting dismissed a lot as
different languages, subtitles in
different languages, and all these things picking up. The reason I mentioned
other languages that would add to that is also
if you're looking, I guess I'd like Spanish or
Portuguese, Dutch, German, lot of these languages
usually have people from the millennial
generation or Gen Z that are very good at English. And so if you haven't
English video, but you have these
other Subtitles, then they will be
looking it up in German, but then this
English video might pop up because there
are subtitles. Youtube might recommend it, especially if you have
a high engagement rate. That's usually the
evolution that we've been following in
the last years. Because again, this project that I'm mentioning
right now was all the way at the
beginning as we were starting my agency. And nowadays it's
evolved to subtitling, dumping into multiple languages. When we create instructional
videos for clients, we have one client
right now that does these European
instructional videos. So they make this one video, it's an English and we make sure that the whole English
video it's done. Then we pretty much DAP and subtitle it until like
ten European languages. Then obviously you
have to change link texts on the screen and you have to make some
things longer and shorter. Swedish is super
short as a language, and then Italian and
German was really long. So you have to
extend the videos. But these things again, are very small
details that you will automatically evolving as you progress through your
YouTube channel, especially as your organic
growth keeps growing. I would add to that lastly, because the question was
around organic growth, had a podcast, a couple of podcasts with pretty
successful YouTubers. I guess my main
takeaway from them, and they'd have seen when
I look at my clients, is you definitely want to
focus in the beginning, the first thousand
subscribers on just growing the channel had to
talk with the Lowry. He's the, he's a YouTuber, has a couple of
million subscribers. He heads hydraulic
press channel. It's like this pretty popular channel where they smash things. And then he created a couple of different channels around that. But so he was starting
a new YouTube channel when we did the podcasts. And he mentioned that for him, the first thousand subscribers, he pretty much just
does pay debts. He doesn't have he doesn't
want to do it manually. You just wanted to get to
these thousand subscribers as fast as possible? Obviously because he has the
budget, he just does it. Then I was talking to
someone else on the podcast. I think it was Jesse echo. He's this pretty big
finance YouTuber, entrepreneur, YouTuber or
talks a lot about crypto. I've been following him for
a couple of years I think. But he did really well. And one of the things that he mentioned as he was passing, it's a 100 thousand subscribers
when we did the podcast is again what I mentioned with the first
thousand subscribers, he did everything he needed. He actually started
building his channel and Tiktok first and then grew pretty large there
and then try to get people over on his YouTube
as much as possible. And dads will got him to
his 1000 subscribers. But then from 1010 thousand, almost everybody from all
the YouTubers I spoke, which was like, I think like five to seven YouTubers
on the podcasts. All of them mentioned that you need to start
creating on one side evergreen content and
on the other side like a little bit more
niche type of content. With evergreen content,
what they mean is, again, how to start
a YouTube channel. Very common things that as the new-generation
rolls into YouTube, you'll want to continue doing. But then on the other side, you also want to do
more newer things related to your contents
may be trending stuff, maybe talking about new
things that are happening in the crypto scene and financing and all these
different scenes. And one of the
channels that you can use for that as Google Trends. You can Google it literally
just Google Trends. It can type in keywords
in there and then see if the trend goes
up or goes down. And then based on
how high it goes up, you can start talking about it. Or you can follow
just a bunch of YouTubers and then
see what they're talking about and then give your spin and your
opinion on it. Around 1010 thousand
subscribers, you need to get
into that mood of building up evergreen
content and niche content, trending content to get
into a loyal fan base. And then from 10
thousand subscribers to like a 100
thousand subscribers. That's when you
really need to start becoming your own person meets, start talking to your fans, becoming authentic and
really finding your voice. So once you have all of that, yeah, after a 100
thousand subscribers, that's actually be honest. That's usually when clients just work with us on video
editing part at that point, it's just the organic
growth is so hard. Collaborations are
reaching out to them. They have sponsors. So at that point we were
just video editing for them. But I highly, highly recommend that type of way of organic
growing your company. I went a little
bit deep into it. It was a couple of case studies. I don't know if
it's that relevant. I tried to keep
it as relevant as I would for my coaching clients. Obviously, there isn't
the interaction, but I would really appreciate it if you have any
questions because then I can go deeper or maybe
shorter into some of the stories that could contribute to you understanding
the full picture. Again, the courses are made really concise so that you
can ask those questions. But if you have any
other questions, you can always ask
me and I can create another Q&A workshop
style video for you. But thank you so
much for listening, and I'll see you
in the next one.
59. Youtube Cash Cow Introduction: In this workshop
we are going to be talking about YouTube
and cash cows. This is a question that maybe a lot of newbies might
not have heard from. But whenever we get people, especially on the
coaching program, who are asking about
the next step and especially a YouTube channel where they don't have
to show their face. That is by definition
called a YouTube cash cow. Because it is not dependent on you as a person and
a personal brand. In past workshops, we've
covered what it takes to grow organically with YouTube
and your personal brand, and how you can use the
shotgun maneuver to go crazy. Publish a bunch of videos like 300 plus videos and
see what happens. But YouTube cash cows have a different mechanic
because it is so desire. Many people are
trying to copy it, even though it is right now, kind of still in its infancy. Not many channels have made it. What is exactly a
YouTube cash cow and how can you use it? Well, very simply, if you're ever interested in starting
a YouTube channel, but you're not so
good on camera. And you are more
operationally and analytically very
well at executing. You might want to consider
a YouTube cash cow channel. That's where you
publish certain type of trending or evergreen
content videos. And then you start publishing
more and more and more. And through the ad
revenue, you can probably, maybe even other upsells that you do like e-books
or merchandise, you might actually
gain more money. Now this concept, even
though sounds new, is not that new if you've
been in marketing for more than a decade
back in the day, we would call this
affiliate marketing in, especially when you
were doing blogs, a lot of people still do it even though it's
not as profitable. But at the time, people would launch blogs like they're launching
YouTube channels. They would pick a specific
niche where there's a lot of affiliate products that
they can be referred to. If you're reading the
blog, for instance, you could be talking about lawnmowers and you could be reviewing on your blog posts
a bunch of lawnmowers. And every time you would
have a refer link to Amazon, for instance, about a
specific lawnmowers. I know for a fact a
couple of people that still have these types
of blogs running around and they make
passively literally not doing anything about $200 a month. Again, this isn't something
like YouTube where you can potentially make millions
because blogs have died down. And so as we look at
the history of blogs, there's a big chance that
these YouTube cash cows, which is based on a similar
principle over time, I'm talking maybe over a
decade or maybe even shorter. My doubt doubt die down as well, even though it never
completely dies down, as long as you keep
getting the views. By knowing the history of it, we can now look at this potential that is
now coming up in YouTube. Again. In order to do it ten years ago, you would need to
start a blog and get a ton of viewers and readers and then published
specific links to affiliates, YouTube as kind
of result that by having at spends
possibilities on your videos. Now if you get a lot of attention to your videos
and a lot of viewers, a lot of retention, engagement people seeing it. Youtube is just going
to publish ads on this. The only thing that
you have to do is make sure that this
copyright free, that way all the ad
revenue will go to you. But again, looking
back at the history, that means that
potential upsells could be still those
traditional ones, which is referral
lengths, merchandise. I mean, just think
about everything that a potential blogposts would do. E-books, referral, sponsorships, all these things are
potential and possible. The one that I find
to be a channel, one of the most
interesting channels that has really
broken through it, but they've been doing
it for a decade, almost on YouTube is
Charisma on Command. There's actually a bunch of
podcasts with the founder of Charisma on Command where he explains the concept
of how he does it. But in short, it is not
dependent on him as a person, the script write something, they take a famous person
and then they pretty much have a scripted way, like seven secrets of how to be charismatic like
Robert Downey Junior. And they just go
through that video and they've really
nailed this one. What are the principles
behind the YouTube cash cow now that you're interested
and understand it, well, the most
important part that you need to understand is
why you want to do it. Again, if you're not so good at being in
front of the camera, you might want to
consider doing this. It's also more scalable. You can put more people on it and not a lot
of people have to be super crazy and super
expensive to run it. But if you're running a
personal brand video, you might want to edit
it in a specific way. Editing in a specific way
requires high-end editors, which is very expensive. Whereas suite again, a YouTube
cash cow YouTube channel, you don't really need to have the most highest ends
editor in order to do it. You just need someone
who can do bulk editing fast and with quality, quality is still matters
no matter how kind of low-end you go
with the videos. Now that you have
this YouTube channel, you're going to want to
come up with a concept. And just like the
blocks back in the day, you're going to want
to come up with a concept that's probably
gonna stick around. Otherwise you're going to
put in a lot of effort, the trend is going to
change and suddenly this channel is going to
be pretty much nothing. So you're left with
a lot of effort put in and very little
upside coming back. We actually had a
client who wanted to do a YouTube cash couch channel and we had to pretty much edited. They didn't have time, so we had to do the channel banner, the logo, the name, everything, and then
pretty much blast out every four days videos. That's pretty much
what they had in mind. The goal was to get to about
33 videos because that mark, youtube starts to pick
up in the algorithm, starts understanding a little
bit better what needs to happen and what type of viewers want to
watch these videos. It's at that point that
we could potentially also started monetizing
if done right, because if some videos go viral, that means the watch
time hours are hit and potentially the
subscribers are hit as well. I would say the most successful
our video has gone on one specific channel
was 140 thousand views. And then I remember on
another channel that had existing subscribers and then
existing proper fanbase, that one went a little
bit above a million, but then subsequent
videos that we did went below a million. It was like above a 100 thousand
but not above a million. So you have to be
really careful again, if you're doing these
bulk type of edits, you have to be super careful about what you're using and be aware that not all of them
are going to hit high, but when they hit high, There's an art to
actually maintaining that subscriber base and making sure that YouTube
monetize as you, so that you without being in front of the camera
and without having the pressure of putting a bunch of videos online at
a specific time. Maybe you're sick
so you can't do it. So you're forcing
yourself to do it. It is achievable with this
type of YouTube channel. So again, let's go back because these
workshops are meant to show you how I do it within
my business and with clients. So very simply, we
created a schedule. This was specifically one
of the things that we noticed when we were doing
a YouTube cash cow channel, because there aren't a lot, there isn't a lot of
information out there, so we had to analyze
a little bit, pretty much, get
everything together, categorize it and pick kind of best practices from
what we found and from what our data showed
us in the past when we actually did personal
brand YouTube channels. One of the things that
we noticed is that, and that's pretty much
the same thing that, that Charisma on Command
founder said in the podcast. And we found it out after
two months of the mistakes. You want to kind of
stay away from being, from doing it
yourself on camera. You want to associate specific learning lessons to
a specific famous person. So yes, you're coasting around the famous person's
credibility and trends. It's not perfect. But again, a lot of big programs are based
around celebrities. Think about e news and all these Kardashians,
reality shows. There are a lot of people and newspapers and just
find gossip and do it. That's obviously the extreme. That's not what
we're trying to do. Well, we're trying to do is do it ethically correct and in a way then boosts the
credibility of a person. So we're not here to
tear people down, we're here to build people up. But in short, we found that it's better to go on trend and to go on somebody who is famous but in an
everlasting way. So people like
Robert Downey Junior or a Chris Evans will probably stick around for
the next decades just because they're
associated with Marvel. There's an entire
generation that grew up on these movies since the
first Ironman came out. It's a safe bet to go into
those types of videos. Now that we know that, but
it's better to go famous. We started to look at
in the past what we did and we've covered
this in past workshops. You want to focus
on again, numbers, numeric lists tend to perform
better for engagement. And it also allows people
to not skip ahead. Because if you have, let's say, nine tips about something and
every tip is like a minute. People might not skip
away because it's just so short they won't skip. But if you have, let's say three tips and every tip
is like five-minutes, people might skip away. So again, if you're doing
this type of thing, I highly recommend to go
for the numeric list. It just seems to
convert a bit better. Now we have the famous
trend that we're following, and we are following
some type of script bullet
points before that. And once you have all of this, we now have to look into
what is exactly this channel about YouTube cash cows can be divided into
several things, but all of them
hit the same male. It's some type of
everlasting content. They can keep getting views
like when we first hit like a 100 thousand plus
views on one of this everlasting content thesis, it was about motivation. And specifically in
the female category, this is pretty everlasting. The more female entrepreneurs come into the career market, the more they want to watch
these type of videos. So that's an example. But for this client
specifically, they decided for this channel
because they eventually wanted to expand into 20 other channels
if it worked well. They just wanted to pick
one specific person, just focus the entire
channel about that. So now when you picked a famous person and then we made sure that there's enough
content to go around. And then the way to
differentiate is first of all, to have good-quality content. Now if you already find speeches
about a specific person, especially Elon Musk is pretty
much milked on YouTube. But what you will find
is that people just cut some bits together
and then launch it. But what do we recommend
with YouTube cash cows? Because again, it creates original content and makes it
more interesting to look to is you could use some
bits and pieces and then describe it for
educational purposes in a way that makes it nicer. And instead of constantly using the same footage
from the speech, which again can create some
issues with copyright. You just take
royalty-free footage that you can find
anywhere and you play the royalty-free
footage that is relevant as the speech progresses
of a specific person. That is one way to do it. But then again, the
more safer way that we recommend and that's
how we do it for clients, is you take specific bits of
the person you can find on Google royalty-free
footage of this person. There's always images
that it's good for creative comments or for
educational purposes. And then you use those images or videos on YouTube that you find that are royalty free and then combine it
would be a roll. You can explain how certain
people have body language. That could be a
video, seven tips of how Elon Musk's uses
body language on stage. If you're a public
speaker, that's a great topic to go into. As we have these topics, we start diving deeper. We use B-Roll footage
as royalty free, royalty-free music.
There is engaging. Sometimes when we have the
actual speeches on it, we always have in
the top bottom left corner or the top-left corner where we got the footage from. So we actually refer to where we got to footage from
to make sure that there's a proper link so
that those people benefit as well when it's uploaded
from those speeches. And we also use very short bits. And mostly what we
tend to do is B-roll. A lot of bureau, bureau is just extra royalty free
footage that you download. You just put on top of it. So if you're editing a video
you have on the first, on, like when you open a
software like Final Cut Pro, you have your a roll. So like your main
footage, which is, let's say a speech or the bits that you
downloaded from person. And then on top of
that you have B-roll. That's the royalty-free footage. Now, the best-case
scenario you'd be using the royalty-free footage throughout the whole video. That way you're explaining
these things, however, what you can also do this again with these big
channels like Charisma on Command do is you have
these bits and pieces from the speeches where
you freeze the frame. And then you can also
have circles and show some things that are happening with the
famous Burson. The main thing would
a YouTube Catch couch or channel though, is you don't want
to go too hard into the edit because it needs
to become scalable. So find your style
and then stick to it and then make
processes around that. Now how do you
build processes for YouTube channel cash cow? Very simple. You can use
something like Evernote. We use Nimbus nodes. Again, not affiliated,
but you can pretty much just have
a bullet point list. Step one, open this step to download from these
websites bureaus. Step three, this is where you find the footage
that we tend to use. And then what you can focus on as the operator is to
create the titles to make sure that their SEO optimized
make an Excel list of a ton of titles that your
editors can use for that week. So we have like an
Excel list that is in the process,
like Nimbus note. We have a note. And then it literally says
we can embed the link of the Google Drive
Excel spreadsheet. And we just put in there, these are the titles
and every time a title is done,
it becomes green. And so we don't need to
do that title anymore. And that way the editors every week and just go into
the Excel sheet, pick a video and just
move on from there. So now we know how to
produce the content. How do you actually make
sure that this actually becomes a YouTube
channel, cash cow. And the reason it's
called a cash cow is because it starts creating passive income because
you as the operator at 1, don't need to be
available to get it done. Like I said, you pretty much just create a
couple of titles. Maybe you find, if the
channel starts making money, you find like an assistant who can create the titles for you. And then pretty much outsource the editors
make everything the conduct now what gets created and one of the
things that we tend to add, and this is very important
in every workshop, especially around YouTube
or any other search engine. I emphasize this. We always add subtitles. However, when a
YouTube cash cow, we add subtitles on
the screen as well. So not just closed captions at the bottom we
added on the screen, when we do specifically is
we put the subtitles in the middle because if you
took place closed captions, let's say that I mentioned, I keep mentioning this, especially when it comes
around our podcasts. We translate some types that are subtitles until
like six languages. It is very important to have the closed captions from
YouTube to come in as well. But YouTube always place them at the bottom
in the center. And so if you have on-screen
subtitles burned in, then if you have
them at the bottom, it's going to kind of conflict. It's not as nice. So we put
them always in the middle. And that works because again, remember what a YouTube
cash cow channel, you're mostly looking
to hit trends, motivate people and create people who wanted to come back to your channel for motivation. Lot of these people
either just look like the reading part
or just listen to it. If they like reading it, give them the option
where they don't have to click the closed
captions to read. We have the subtitles on it. It also makes the channel
kind of more professional. People tend to come
to channels where there's just a little bit
more effort put into it. Narrows a ton of automated software around
subtitled creation. We actually do a ton of subtitles for our
clients as well, where people just send in
their videos and wheat burn up and burn the
subtitles on the videos. These are all options
that are available. So now that we have
these content, the videos and titles, the system is automated again, I'm going super fast
through it because the goal of these
workshops is that you asked me a question and I go really kind of as short as I can fully fleshed out stories and case studies that you
can apply for yourself. If you have more
deeper questions, just ask them, I'll be
able to answer them. But now that you have
all these contents, the process is automated. The titles are being done.
There's the Excel sheet. People go into the note, they go through the
step-by-step process of how to edit it. And now you're on
this autopilot were like five videos
a day get edited. I would say an average for a good editor should be about
five to eight videos a day. That's pretty doable. If you have really good systems. If you don't, then that means you have
to keep working at it yourself until you can optimize those systems to a
point where again, you're hitting five to
eight videos on average. Now, we did a
couple of years ago and that's eventually
how I grew my companies. We actually invented
artificial intelligence, artificial intelligence
machine learning based algorithms to
edit videos faster. So when we're editing
videos, we're talking, our capacity right now is
like 1200 videos a month. And then in high seasons, when it gets really
busy, for instance, like there's a big
conference coming up and hundreds of videos
or needs to happen, then we have to hire more
people and capacity goes up. But on average our
capacity is 1200. But I would say if you're
a normal freelancer and you're just doing
normal YouTube videos, then you should be looking at, at least I would say half of the capacity of what
our editors can do, which is again, that's
a professional job. Five to eight videos
should be very reasonable. If you cannot do five
to eight videos a day, then there's something
wrong with the system. So you need to go through
the system again. Bit by bit is titled clear is the Excel
sheet very visible? How hard is it to
find all the content? Is there ways to optimize their, how hard is it to
find the B-roll? Is there ways to give ideas or bids to
look out for there, just keep iterating that system and three to six months later, it should be pretty good. And then you have this
content and make sure to Subtitles are there burned on and then you start uploading. Now, this is where we get paid because everybody
can create content, but not everybody
understands what needs to happen once
things get uploaded. So one of the things that we do, especially in the beginning, because we don't
want to overwhelm the YouTube algorithm with
videos that aren't performing, republished around
every four days. Now again, that really
depends on the niche. But the way we find with especially YouTube cash
cow channels that niche, what we found is that the
most successful channels published about seven to
eight videos a month, and it's usually
four days apart. And then as they grow
and become successful, and now they have
engagement and retention. They start publishing more until they may be hit 23 videos a day, which is totally possible. But in the beginning we
published for videos a bit. We edit a ton of videos upfront. We upload all of them and we. If we don't save anything,
we just saved them in draft, then we make sure
that we publish. I would say the first three are scheduled so that
weakest scheduled. And then we start
looking every week, we look, we'd iterate. What are we looking for? We're looking for our titles. Good enough. Are we
getting enough engagement? Do we have to
rewrite the titles? Are we using the right tags? We're looking maybe we downloaded the software
called vid IQ, that is V IDIQ. You can find keywords from other videos in the same niche. And so every, every week
we're iterating that. Are we using the
right tags or we do, we have to add different tags, less tax more tags. How is it a description like? Do we have all the legal responsibilities
into description? Are we making sure
that we're hitting the right keywords and phrases? Again, YouTube is
a search engine. And how do you know what if you don't
have any experience? Just like we do, we
have to start from 0. We have no idea what we're
doing in the first week. We're literally
seeing video one come out with ideas that
we think might work. We put in a title, some
tags and description. And then with second video, we're checking
again like how was their attention to
hit the right people? Are we getting YouTube
recommending it? If so, is it recommending
it from the correct videos? Every week we're testing
new different things and we're looking
at different videos and how they did it. And as we progress, I would say by the end
of the first month, we started seeing trends. Some videos perform, some
videos don't perform some videos get a recommended
from specific channels. And so we need to figure
out how those people on that channel react so that we know which trends
need to be looked at. One of the things, for instance, we'd be looking at
motivating people, but then we've posted a
video about religion. Totally unexpected would
go completely crazy. And so suddenly we realized
that bad channel will probably attract people
who like religious things, are motivating thing
about religious things. Again, this is a YouTube
cash cow chat and channel. So we're looking at
things that will drive views, engagement,
and revenue. And that was the goal
from the clients. So that's what we're looking at. As we progress. We're constantly
iterating after a month. Systems and processes like I mentioned before,
start getting billed. And now we're one of the ways that I
actually do all systems within my company or
any company that I'm involved in is I
do things myself, I test things out, and then I give it to usually an intern or a
junior account manager. And I see if they
manage it for a week, if they break anything. Because if somebody who has less experience can still
maintain the same quality, same Engagement, same channel that your systems
are bulletproof. But usually what tends to happen is some things are missed. You didn't explain well enough how the
subtitles needs to be. You didn't explain what
font needs to happen. You didn't explain how
the tax need to be found. If things start to break and when I outsource
or delegate that, I'm still there, kind
of looking over things because I want to see if
my system is bullet proof. It's not bulletproof,
then I usually tend to catch it pretty
quickly because I'm still following everything up. And then I ask, what happened, where
did it go wrong? Why did you do the
subtitles differently? Why didn't you add
these specific tags? When I go to this video, I saw that you miss like
three different tags. And then I usually
get an answer of o, but I didn't know that,
blah, blah, blah, blah. And so when people say that, that's never a shortcoming
on their part, that's why you're giving it to somebody who has way
less experience. I'm not gonna give
it to a senior Account Manager to manage that because I wanted to make sure that the system
is built well. Once the system is built well, and I got all the excuses
and all the things that might go wrong with
somebody who's less experienced. I now know that, okay,
this is maintainable. The reason you want a
senior account manager or a senior assistant, whoever you're going
to outsource it to, is because once you have
a bullet-proof system, you need someone creative
to go to the next level. And that's what experiences
for they look at this maintainable system which is going to give a good growth, maintainable growth, it's
going to try for revenue. But in order to ten x, something like that to really exponentially growing,
linearly grow. We always look at how we
can exponentially grow. Literally would
even my businesses, I started an event business
four years ago, 2018, that thing became one
of the biggest ones in the country because the question
that we kept asking was, how do you do exponential
growth and not linear growth when you outsource
something like that to a Senior
Account Manager, we're gonna be looking at
how do you add something creative so that you could go from 10 thousand views
to a 100 thousand views. Or we have a couple
of a 100 thousand or million views videos. How do you replicate that
success when most of our videos are pulling in like 5 thousand or 10 thousand views. That's what experiences for, but experienced comes only once your system
is bullet proof. Because an everybody knows this. If you've done sports, if you've done any art, music instrument, whatever the fundamentals
are, everything. If you know exactly. How to move your
fingers when you're playing the piano or
playing the guitar, then you know how to do chords. And then you can do more
complex courts and you can add other things to make
it more complex for you. You can tune things. But all these creative,
super nice things, they might not be necessary in the beginning fundamentals
first and then from there on, creativity comes
in the beginning when processes are being built, outsource it to someone who has the least experienced
in your organization, an intern or someone
who's junior, and just let them test
things out and then after a couple of weeks of
them maintaining things, that's when he would
go to someone else. This obviously high level
outsourcing and delegating. But now that things are
going every four days, things are being uploaded,
we're starting to see trends. Let's say we've
passed 12 months. We're starting to hit like
maybe video 30 at this point, certain trends will
start popping up. Like I said, at this point, that's where a Senior
Account Manager can take over some of the questions
that might happen. First of all, nobody
does this alone. This is literally
the moment where you sit down with somebody, could be your partner,
could be your friend, or with us around the roundtable and everybody just
fires ideas off. The main question that
we have, like I said, is how do you exponentially grow this and what are the
trends that are happening? And where do people
get recommended from? Are there specific keywords, specific channels and so on. We start diving deeper. And that's when obviously
niches get developed. And that's also what
I mentioned when you're growing a
YouTube channel, the first 1000 subscribers, you're literally just
blasting content out, starting to figure things out. But they're around
1000 subscribers, which is usually around video, maybe 50 to 100s. That's what the average
is if you Google it and the analytics from some of the surveys that
are done by vid IQ. If you have 1000 subscribers, the average video account
that you have would be around the a 100 videos
on your channel. If you have a 10
thousand subscribers, then I think it was like a 1000 videos or something
like that, something crazy. But it's just the realization
for you to know that you really do need that quantity
in order to get there. Once you have the
quantity, again, we're hitting a thousand
subscribers, 3050 videos. If you're lucky, if
you're a little bit more, unless you're getting to the
average of the a 100 videos. Now you're now
that's the time when you need to go from four
days to maybe three days, two days, posting more and more, hitting more and more keywords. Key phrase is starting
to dominate competitors, all that type of stuff. So that when people search
specific key phrases, your videos pop out. Once you start hitting that, traction comes and now
it's maintainable, exponential growth can happen and ad revenue will
start popping up. But again, I would argue
that the key metric, if I would close it in
a way that you truly understand and doesn't
get overwhelming because I went pretty fast. The key metric, if
you're starting a YouTube channel, cash cow, what it's called, then
you want to focus on the amount of videos
you're gonna be producing. Nothing is set in stone until
you hit like 3233 videos. You're not really relevant until you hit like a 100 videos. And it's only around
a 1000 videos that things really start going crazy. But all of these, you don't need to
get to 1000 videos. All of these indications of things potentially
going crazy or viral will be somewhere
around the video 3000 mark. You will start seeing
engagement comments. You will start
getting motivation, hope, all that stuff. And then it's also
around like I would say, 3050 mark where now you're outsourcing to a
Senior Account Manager. Or maybe if you're
not outsourcing it, you start maybe getting
revenue in or again, if you're a little bit on lucky, it will be around video a 100, you'll get a little
bit of revenue in. Now you know things work. So this is again
where you can now take that budget and
start outsourcing things. Or if you want to
do it yourself, you can just start the next
channel, the next channel. And that's ensured
our perspective and kind of how I've
seen it being done. And very recently we've been doing it for a
couple of clients who asked it mostly on the content production side
and then some advising on, on all these things like
subtitles and Meta tags and titles and some of the SEO part because we have some
experience in that. But at the end of the day,
it's not it's not super hard. It's just it's not
super complex, I would say, but it
is a lot of work. It is so much work. Another boost that you can do, of course, it depends
on if you have budget. You can do paid ads in order to boost the initial first
1000 subscribers. Paid ads doesn't mean going on a cheap website and
getting fake ads, like fake subscribers
and stuff like that. Or they could be even
real subscribers. The issue is that
they would usually be very low quality subscribers. And YouTube really is looking
at the engagement rate. So the main goal for us to get real subscribers who really
engage with your videos. Because then YouTube knows
who took Bush video stew. And especially if
you're focuses again on cash and revenue within
a YouTube channel that you want high-quality
subscribers from countries where YouTube
pays the most ad revenue. So that's kind of,
I guess in short. I mean, it's been like
a half an hour already. But that's insured a workshop of how I would recommend
starting YouTube, cash cow channel, and how I would scale it and
make it a service. That's how we do
it as a Service. Of course, nothing
is guaranteed. So be aware. Around the video 30
started making decisions, maybe shift to a
different channel, different focus,
different niche. Around a 100 videos. You'll definitely know what is up and when it's happening. But in general, like the
crazy numbers you'll start seeing above a 100 videos. And when you're hitting month
456, there are outliers. I've seen them when
we were looking into buying some YouTube channels to see if that was an option. I've seen people monetise
their channel within 90 days. Again. The people who don't have that experience
never been on YouTube. And especially because we do client work, we
go into niches. We have no idea of. We usually do the
global approach. We're looking into things
that a 100% will work like. We have so much budget
only we have to get it done and the client
doesn't want to fail. What are the best options? Of course, because
algorithms change, it's always hard to establish
what the best options are. But this as bulletproof as it gets for us and
how we tend to do it. Hopefully it was helpful. Do let me know if you
have any questions. And obviously these are
short unscripted workshops, the same way that I would
do with coaching clients. And so they could be a
bit wrong if you have any questions that
you want me to go deeper into a bit more specific, just send a message and
I'll make sure to answer. Thank you so much.
60. Imposter syndrome Large budgets & Campaigns: Hi there and welcome
to a new QnA workshop. Today we are going
to be dealing with quite an intense question
that I actually do get a lot, especially on the
coaching calls. I would argue that most
of my coaching calls are happening because they want
to deal with this question. Have my iPad with me. The question is, how
do you deal with impostor syndrome on large
marketing campaigns? Of course, this Q&A workshop is unwritten so that you
can get full details, all the stories and so that I can share and talk with you. If you're having a cup
of coffee here with me and you're a coaching
client of mine. I'm just literally explaining
everything unscripted. But again, I will emphasize this in case you haven't
seen other workshops. This is very much an
audio experience. The videos there if
you wanted, of course, but it's something so that
you can take notes while listening or while
doing other stuff. So with that being said, let's dive straight into the story that I have
prepared for you today. Again, dealing with
impostor syndrome, my first answer would
Imposter Syndrome is it never changes. I remember my first ā¬300 sale. It was my first sale
that I did within my agency and I was so nervous. And then I remember a
couple of years later I got my first opportunity for a
Ford thousand Euro sale. You have to imagine, I was pretty this was like, I think the first
year in business, I was still a student 4 thousand
years I was really poor, no parents or anything. So 4 thousand years
for me was half a year worth of food and
brand and everything. I was living in
subsidized housing. This was a crazy to me. I was super nervous
there as well. And then as I progressed
and I moved to a new city, we started scaling the company. A couple of years later, I started dealing with
these 10ā¬20 thousand sales. And now 1, I was sitting at tables for ā¬100 thousand sales. And people had these
campaign budgets for an entire year of
super nervous again, again walking in their
calling the day before. Nervous with my
girlfriend and my team. And what do I do? What do I say? Nowadays we're working
on tender projects tend their projects are
usually these global, not global public
institutions that have to, because it's a democracy put there that they
want new suppliers. They have to put it
on an online portal. Because as a democracy, everybody has the right to apply for it and proved
themselves to be the best to become a supplier from these
governmental agencies. And so those projects
are million-plus, sometimes 2 million
plus over a span of, of course a couple years. But it's crazy and it
all comes down to, I would say the same story that I initially heard
from my mentor. He was talking at the time. He was explaining how he was doing his business
and stuff like that. He was this digital nomad. Before digital nomad
was a fitting, he was traveling
around the world. He's making anything
more than a million revenue staying at hotels
and stuff like that. He was explaining that there are two types of entrepreneurs. He was talking to me. So obviously we're
going to use he and he. He said to me that there are
two types of entrepreneurs. There's like the
infrastructure guy and lag, the show guy. With infrastructure. That's usually someone
who isn't like too sure there isn't like
way too much confidence yet. Or maybe there is confidence. But usually it's someone who's building the
infrastructure, the structure, everything,
their processes, everything's ready to go. It could be an
example, let's say I'm a freelancer and it can
be ten videos a day. My infrastructure is built
around ten videos a day. I've tested it. I have all the software
I volt at Tech. When I go to my client,
I'm telling them, Hey, listen, we can definitely
deliver ten videos. But if a client
asks me 12 videos, then I'll be worried. I don't know how to do that. Imposter syndrome might
kick in because I don't have the
infrastructure yet. I haven't proven
myself to do that. Infrastructure has
a lot of things pre-build before they
walk into a meeting. Then there's the
show type of guide. Again, there's no
good or bad at 1. Everybody in their journey
is going to be either or. You're never going to
be one or the other. But of course, depending
on your confidence levels, you might be more to
one than the other. And so to show guy might
have way more confidence. This is the type of guy. It just goes frontlines
calling regeneration cold, calling all these
things that are super crucial for the business. And they really don't
worry about how to fulfillment will work there pretty much
there for the sales. And I've seen, I've had friends literally scale within one year from 0 to 10 million revenue
year because they've, they came from jobs
where it was just much easier to do that for them. Money was not a thing for them. They just kept selling, selling, and then they use
the money to hire an operations officer
or something like that to build out the infrastructure
and fulfillment that customer service as
the sales kept going. Of course, the growth of
somebody with more confidence is always going to be good and
better and much faster. But the reality is that you
can also become confident as an infrastructure guy because the more infrastructure
you have, the easier it is to take risks. And if you fail, then it's
not going to be a problem. At the beginning, I would argue imposter syndrome for
me was the worst. Everything dependent
on the sale. I needed to close a sale so that I could pay my rent and
have food on the table. It was either dad
or I would have to work on all these side jobs and I was doing and so every time I would walk into an intermediate, I would have so much imposter
syndrome beforehand. And then I tried to
switch it off and do all these tricks
to confidence boost myself and walk in and just have a
natural good meeting. But there was so much
imposter syndrome. I remember our first time we shot a commercial for Coca-Cola. Pretty much Coca-Cola laid
out that if you cannot shoot this commercial within
it was a 48 or 72 hours. We're just gonna go with one
of our preferred suppliers. I took the challenge, but I had never shot a commercial with
actors in 48 hours. I had no idea what
I was gonna do. And I remember sitting with my script writer and calling
him the night before to shoot for like three
to five hours and just sitting there every single
detail of the script, he had to explain to me
how to actors would move, what they would do, how
it would look like. It was like such a
long conversation and still the next
day I was so nervous. That was I would say
definitely imposter syndrome. There was no infrastructure even though I had
a script writer, my actors who were
reading, my camera guy was a professional, and yet I had never done it. So in my mind, it was just the connections
were not there. Luckily because I had
infrastructure and a great team. It went super well. For the next commercial, I had a little bit
more confidence. I have more stories like that. But the goal that I'm
trying to tell you is that every single time
and opportunity had presented to me in a way that is a little bit
outside of my comfort zone. Imposter syndrome kept kicking in no matter how
big the sale is. Another example that I keep sharing startup funding
event, of course, the other company
that I created, We didn't lightening
the issue is I have so many NDAs, so
many corporates. I'm not allowed to
mention or talk about. Some I'm allowed. And so their logos
are on the website. There. Examples are
on the website, but that's partially why we also created startup funding event
outside of giving back, we weren't able to
use it as an example. This is what happens
if you give it some limited budget and you just trust us because we
know what we're doing. It's a startup funding
event was very much dat. This is what happens
when we started it. It was kind of easy edge. I had a I had a
team of 12 people. We were working
together for a year already or more
with some people, I think somewhere like three years already
in the company. There was trust I
trust that they trusted in me that
gave me confidence. So the small first
couple of events, couple of a 100 people, it didn't face me too much. We had a qualified AT
Conference manager, things were going really well. But I remember having massive imposter syndrome when our big events started coming
up a 1000 plus people, I'd never done that. It was so intimidating
to go and host it. Nobody in the team had ever spoken in front of 1000 people. I was the only one who at
some speaking experience, because I used to get invited by these companies like Ted
eggs and Google to speak. And so I decided to
just do it normally, I didn't even want
to be on the stage. I lead all of my team members beyond that spotlight so that they could further
their personal brand. But at 1000 people, that's a little bit
too much pressure. So I decided to do that. I had Imposter
Syndrome on there, but the whole thing
needed to be organized. We had to conference
managers and I was somehow Conference manager
as well because obviously I was
creating the event. And so it just became
so intimidating and it had the whole time
imposter syndrome. I can tell you that it only stopped the moment
the events started. I think we started around
five or six o'clock PM and I walked in and
the event was full. And it was just
like this relief, like holy moly, this
actually will work. And I have to trust my team way more than they did even
though I was trusting them. But if it wasn't for them, we would not have
accomplished those things. So what I'm trying to
say is in the beginning, you're very much dependent
on your confidence to deal with impostor in
the imposter syndrome. But as you progress, you're going to have
a support system. Maybe you will create
an accountability team. Maybe you're going to have
an accountability buddy like I have every Sunday. Maybe you're going
to have a coach, maybe you're gonna
join a mastermind. Maybe you're going to
have that script writer like I had at Coca-Cola. And so you're going to have a support system and
as you progress. Imposter syndrome
isn't going away, but you're gonna be able to
deal with it better because you're going to have the
support system around you. And if you have a
better support system, suddenly you don't have to be the infrastructure guy
because you can progress, you can become more and you can start going into
this show type of entrepreneurship where
you're talking to people and pretty much selling
something you don't have yet, but you're trusting that
your team can deliver. I'll tell you another story. Then my mentor actually
shared to kind of illustrate the difference with infrastructure guy
and show a guy. He was talking about how he would travel
around the world, but he wouldn't always
stay at the Four Seasons or like some fancy hotel,
five-star or something. Sometimes he just say like at
a four-star or three-star. But he'd have
important meetings. He was I think generating
more than a million a year. Some of these meetings. And he always made sure
to have those meetings at a five-star hotel in
the lounge, in the bar. And then at the end
of that meeting, he'd see the people out. Faster reception and then he turned towards the elevator's. Now again, I don't
recommend doing this, but this is one way
that you can do it. He turned towards the elevators and see if it makes
sure that they're out and only then leave the
hotel and go to his hotel. And so that's another
way, you know, social proof is quite
valuable in some industries. There are some industries
people who have made it made more
than ten million, a hundred million, they're just walking around in jogging. I have to emphasize that usually tends to happen in
the United States, more than a dozen other
countries like Asia and Europe. My experience has always been that if you're in a
business setting, you always dress respectfully. The way I learned this
from martial arts, the reason you
dress respectfully, you have your belt tied, you have your properly setup has nothing to do with yourself. It has everything to do
with respecting others. You have a clean
everything so that your insensate and your
instructor sees that you care. And so when you walk into your office and you're
not dressed very well, then your employees will, could get the impression
if they don't know you, maybe new employees or interns, that you may be
don't care enough. Whereas if you walk
in properly address, you don't have to be
in a three-piece suit. You could, of course. But then people will definitely not deny that you don't care, especially if you walk in
with a three-piece suit. But it's just again,
every setting has a different way of making
people feel uncomfortable. I usually tend to dress quite normal like a
casual type of setting. Because at the end
of the day, people are sitting at home and the way we are talking is as if we were meeting
for a cup of coffee. I'm not going to wear
a three-piece suit at a coffee shop, of course. So again, dress out of respect for others.
That's how I learned it. But there are many ways to become this show
type of entrepreneur. I just noticed for
myself as I started, it was so every sale matter so much my confidence
was pretty low. I had to build it up. And so I always feel more comfortable with being
the infrastructure guy, having everything accessible,
knowing exactly what we can deliver and stretching my comfort
zone a little bit, a little by little. But again, that's maybe not the best way to
do entrepreneurship, but it's definitely enough
to get to a certain height, especially if you're
at the beginnings, the first couple of
years getting your first 1000 a month,
ten thousand, a hundred thousand among these aren't definitely more than enough infrastructure is
never going to falter you. Whatever it does, it will
definitely protect you against things that will completely crumble your accompany if
you have the infrastructure, it's just much easier to find mistakes to not bleed
money and to make sure that you have
enough runway to actually maintain the company
and employee salaries. That is, those two things. If you have the
confidence there's a big chance you might not
have imposter syndrome. Although I've seen
friends of mine that half-closed $100 million deals. Sometimes they would
message me when they made a $12 million dollar sale and and what's up
and you're like, Oh my God, look
what I just closed. And then Augustine, I'm not
making those types of sales. Then it just even them they might sometimes call
with me and Nicole Lima. I never expected this would
happen within a year. Like this is pretty crazy
like how it's so surprising. But yet they were prepared. They've been building
up their skills. They'd been collaborating with a co-founder that has the network. It's a little bit outside
of their comfort zone. Sometimes one of my mentors
kept telling you don't stair step your goals eventually that's how we
got Coca-Cola as well. I didn't stair-step my goals. But if you don't
stair-step your goal, if you're literally just jumping ahead like we did with
startup funding of n, We had a couple of small
events and then we went straight for the big
1000 person conference. I mean, imposter syndrome
will inevitably creep in. You've never done
it, your confidence, it's not there yet and the infrastructure
is not there yet. If you have the confidence
and your dad show entrepreneur and you know
for a fact that if you have. A certain amount of money that you can just
deliver then for sure. But I wanted to address
something also more specifically to
within this question, a sub-question that
I keep getting, especially when I'm
talking to agency owners. And it is before you
walk into a meeting, especially when you have
the six-figure deals, people that have
budgets over a year, usually when you're dealing
with a six-figure deal, it's sometimes not one
video or one campaign. It's like a series or something
that you're dealing with. Something that will probably be a couple of months that
you're working with them. You're definitely not
doing it for a week. I mean, if you're getting
campaigns for a 100 plus kx and you only have
to do a week of work, then grab it and figure it out, I'd say but usually what
tends to happen if you have, I would say on average, what I'm exposed to is a hundred and twenty hundred
and fifty K budgets over a timespan of a year and
you sit down to focus, like I always mentioned
is always on them, not on you and what
you can deliver, it's always like, what is it that you want
to achieve with this? And he started thinking, what is it that I can deliver with this? And I always keep it open-ended. I always ask them, is there
any possibility that there's more budget in case we start seeing that this
is way too much work. And so I always ask them like, what is the preferred budget and what is the maximum budget? The preferred budget
might be that a 120 K or something like that. That's
what they want to spend. Maybe they want to spend
less a 100 candidate tell you transparently,
but then they say, but if we see that it's
too much work and we're noticing it's like taking
more and we need more, we'll probably be able
to expand to a 150 K. When they say that, don't push for 250 K right away, just make sure to figure
it out for 200 K. And then over time
you're going to create a loyal customer and trust me, when they work you to the bone, they'll pay for it because they'll know that they were
working into the bone. If they don't, they're a bad client, you
should fight or dumb, if you're making
six-figure sales, it shouldn't be a
problem to fire people and start a fire clients. It's definitely a possibility. I've heard, I've learned
this from my mentor. He shared a story of
how he once fired an 80 k sale at the autonomous making 23 thousand
a month or something. And so it was very
inspiring to me. And now that those levels, I'm also thinking if one
sale like that goes away. If there was one
sale at that level, then there's probably another
sale at that level as well. Your job is to just
go and find it. I would highly
advise if there is a toxic relationship is not based on loyalty
and collaboration. They just fired the client. When you're walking in
your having that meeting, have an honest conversation. Listen, I think we can
deliver this within a 100 K, but I want some
flexibility because if we see that the scope of
this project is way too much, we need that extra budget. Are you okay with that? Sure. Then another
thing I learned this also actually with Coca-Cola and very clearly client of mine. And I walked in after
that shoud went well, it went to European internally. They were really happy with
the commercial and I was able to sit down with the
European Marketing Manager. Now remember again, at
the time we didn't have the infrastructure to deal
with these type of things. So I walked in, I had a bunch of pieces of paper
that I wrote down and prepared for
this meeting for a week and it pretty much explained him everything
that we could do. I remember him telling me after meeting super
nice guy listened, listened to my entire
thing but pretty much told me it's valid, valid feedback. But he pretty much
told me, You know, you're sitting here and
you got an opportunity to pitch in front of
some of the best marketers in the world. You really need to step
up and have more than just a piece of paper with
some scribbles on it. And you need to have
a proper proposal and like a proper presentation. After dad, we started
evolving and again, the structure infrastructure
started getting built. Every time we have those HEPA clients sound,
we have proposals. Now one of the things that
I learned a long time ago. So when you're
building a proposal for a corporate like that, you need to have like 15
pages explaining the history, your team, all the nice
things about your company. But what I learned is that
nobody really looks at it. Usually once they've bought
it, they might look at it. What is actually essential is only one page in the
entire proposal. And that is the page where you mentioned what the
prices and what exactly you're delivering
within which time frame. And then very
important that we had learned over a
couple of years and working with quite a
lot of clients is you need to have a contact person. If you don't have
a contact person, it's going to become a huge nightmare for both
you and your client. If you're handling their
feedback incorrectly, they're not going
to work with you again, within this proposal, you're going to have max to people that are contact people. And it's going to become very relevant once you
start the project. Because let's say you're
delivering a video or a design or an
app or whatever. You've given this to
the person they're looking at it and suddenly
they're like, Oh, we need to send
this to our Chief Design global design manager, and then our marketing
manager from America has. And deliver it has to
approve it boasted the one from Asia
has to approve it. Unfortunately, I've had
exactly these cases where Asia has a completely
different opinion on it than America and then UK, where usually most
European companies are at, with their headquarters is the global office and then they have a completely
different experience. But because in the proposal you have contact people whenever we deliver those projects and you have opposing opinions
coming to you. The first solution is again, all emails go to
the contact people. They have to sort
out the feedback, combine it and sort
out who's right, because we've had it multiple times where the design manager says one thing and
the marketing manager says like another thing, and it literally
could be the colors. One guy says it
needs to be orange and the other guy says
it needs to be purple. But even there, there's a
pecking order and hierarchy. And I'm not going to
be figuring that out. The contact person who's
gonna be figuring that out. If you don't have it
signed into proposal, then unfortunately, you're
going to be figuring it out. Once you have this
one-page signed approved, you've ready to send out the invoices and
stuff like that. You don't want to
have a great time working with corporates. It's going to be again, the structure is going to be their communication channels are gonna be well
established and clear. And then you're just going to have the best time that
you could possibly get within the scope of working with 15 different people if
it's a corporate project, especially when you're
doing six-figure deals, everybody will have
some type of opinion. Once you have clear
communication, you have a clear person that
you're communicating width, it's going to be much easier to decide what's the scope
of the project is, where the flexibility
of the budget is, and how much you can go with the videos where the
limitations are other videos, it's also going to be
much easier to establish every quarter or every month
or every project of hey, we need more budget or Hey, we need to limit how much
animation we're putting in there or how much graphic design we're putting in there. Because otherwise we're not
going to end up hitting the budget levels that you want with the preferred budgets. That's usually when they
say, Oh, that's okay, we can give you 10%
XOR. So I'm going bad. When they started giving too
many feedback points like changing scripts happens a lot. Then, then at 1, you can just say, hey, listen, if he changed the
script one more time, you're going to have to pay up because this is
crazy. This is NADH. We have a fair use policy of fair use pretty much means
treat us like an employee. If you're going to
treat us and give us ten feedback points, then you're treating
this like a bad employee and that's not how it works. This is a trust relationship. So you definitely need
to be able to be able to cut the cord if you're
not happy with them. But imposter syndrome, I mean, we've evolved into this
entire conversation of how to manage a corporate, but it never changes. It's small projects, 300 bucks. I had Imposter
Syndrome, 3 thousand, dirty thousand and, you know, just keeps growing and every time there's an
impostor syndrome. But usually it is very much in the mind and it's related
to the infrastructure. Do you know what you're doing? Are you not confident enough about being able to deliver it? And if not, is there a
support system around you? Do you trust your team enough
to deliver those things? Again, when we build
startup funding event, when we got to that big
1000 person conference, I was very much
does show type of entrepreneur after having
been for multiple years, this infrastructure
guy super risk averse and scared because I didn't want to
go back to a job. I didn't want to fail and didn't want all those bad things. And so suddenly I was show guy. I'm never organized this
1000 person conference and yet we're going for it. And the reason I did that is because I had 12 people
that trusted me, had confidence in me, and I trusted them and I
knew for a fact that if something would come our way,
that it was an obstacle, we were smart enough
to handle it, even if it was outside of our scope and outside
of our comfort zone. So I trusted in myself to become this show type of entrepreneur
and it did pay off. But we did definitely jump a
little bit too hard there. And luckily it all paid
off and we got very lucky. Because of that
our infrastructure became like ten times stronger. We were able to create
processes ten times easier. Our agency became obviously more reputable or clients
we're like Holy moly, you can do dads. I also want that
We had a couple of city governments coming to us asking us to create
similar events to four ****. It was just yeah. It's definitely something that I can advice if you
have the confidence, but whatever you do, and
I would leave you with that because that's
how I started my personal development journey. Ten plus years ago. I learned one sentence and I always tried to live
by that sentence. And I hope you do
too, which is Leif, people better than
when you first found them never go in as the show entrepreneur
and promise things that you for sure no,
you can deliver. There's a difference between
promising something and you're just trusting and hoping they will
get figured out. But you're having an honest
conversation and then putting in enough backups
because like me, I'm risk averse or
just straight up, lying straight up, lighting, knowing you can
deliver anything, That's pretty bad, and
that means you'd be leaving your client in
a very bad position. So don't do that only become the show entrepreneur
if you know that you'll be delivering value. And no matter what happens, everybody will be better off. When I was doing that for, let's say, startup
funding event, I was definitely making sure that everybody would
be better off. The company would have a
better infrastructure. We would have more clarity. Everybody for
personal development and y's would grow
a lot, learn a lot, and be exposed to very
inspiring people through the conference and the entire
city would benefit as well. Maybe sacrificing my
health in the process, but I could always recover afterwards from the
stress which I did. I took a week off. But it's just to say, pay attention to those things. Sleep people better than
when you first found them. And if you have any
questions, of course, you can always reach
out to me and ask me be more specific questions
about certain stories that I share or details that I share. But that's pretty much
impostor syndrome is how I deal with it, how many friends deal with
it and how I dealt with it on big and small projects. See you in the next video.
61. How to choose platforms for marketing campaigns: Hi there and welcome to a new Q and a
workshop style video. This again, is not a
scripted workshop. This is literally me and you sitting down together
having a cup of coffee and just answering a question the way I would
with my coaching clients, with full of stories, full of fleshed out details
and not just a scripted point-to-point in
bullet list with all these theoretical things. I think partially
what people enjoy is that there's actual
practical experience and I do do sales the
whole time and am involved in some of the daily
operations of my business. Sometimes I pick and choose the teams that I want
to be involved in, but sometimes I choose to do some hard things so that my
skills can stay up to date. And that's why when
I do these calls, I enjoy being with people and answering specific
questions from experience. And so that's what these
workshops are all about. Again, this is not really
visual experience, so they are built in a way that you can just listen to it. You don't have to actually
watch everything. But if you enjoy watching, it's also built in
a way that you can take notes very easily. Without further ado, I
want to jump straight into my iPad because I have
some questions for today. The first question
that I want to cover is not that commonly asked, but it is important
enough because it's most, my sales started
with this question. It's very focused on B2B. So if you're into
business-to-business, or you want to start an agency, or you want to sell to
clients or small businesses, you're gonna be dealing
with this question a lot. The question is,
how do you choose platforms when creating
your marketing campaign? Now you got to imagine I work mostly within my agency
with corporates. What does that mean? Now I think almost a decade
in the agency, we have about a 150
corporate clients. Most of them were on the
preferred supplier lists. Some of them were
going through tenders. And tenders are these
government applications. And then you have to go through it and you win this tender. And then that means
you win a whole task for a couple of years
sometimes where they call you up as a preferred supplier
and then they give you these tasks so that you actually don't
even have to do sales. Of course, the whole
process of getting a tender is really
hard and expensive, but if you're in that
position, that's worth it. But once you're working
with these corporates, what tends to happen, especially at the beginning
or at the end of the year, depending on how they
work with their cycles. I've seen some innovative
corporates divide up into teams and
then every quarter they have some type of addition, even though their budgets
are pretty much allocated. But what tends to
happen is they create a marketing plan and
there's a budget involved. And usually there's
a budget involved on videos specifically for
branding or for advertising, but there's also a
budget involved for how much they are going
to do with advertising, specifically on social media, but also branding
advertising like TV offline advertising
like ads on trams, on trains, that kind of stuff. There's a lot that comes
to width that in general, some people tend to ask me
very commonly on the calls is, what are some of these
budgets that are realistic that I should
be thinking about? Well, my experience has
been that usually I don't actually deal with the
Chief Marketing Officer. I start a conversation there, but they usually refer me to the people who are actually
executing on the budget. So yeah, it's not the chief marketing officer
deciding things. There are people
under them that are actually executing
on the budget. There's a budget allocation that comes from the chief
marketing officer, but then there are
team leads then decide specifically what
the budget is going to be allocated to and to which preferred supplier
it's going to go. And so in general, most of the team leads a
DIYbio with a have a budget of about a 100,150 thousand Euros. It's actually, and
then from there to kind of decide in videos, I would say six-figure budgets over two years seem
pretty reasonable. I haven't dealt a lot with team leads to have
budgets over a million. Maybe the company might have
those types of budgets, but I haven't really dealt
with those hyper budgets. But again, if you
have enough clients, that's more than enough
and when you're winning tenders, it is very hard. But if you have one
or two tenders, those are usually multiple
six-figure contracts and in some cases, multi-million dollar or euro contracts that you'll be winning over a span
of certain years. So if you went a couple, you're pretty much doing
really well as an agency. That's the number of society. But one of the most common
questions again is, which platforms do they choose? How did they set up their
marketing budget and plants? I mean, I literally
got this question a couple of weeks ago from
a client, which is, can you tell us the prices for the projects you did last year
because we wanted to do something similar or maybe
even double that so that we can get an indication
of setting budgets. So sometimes we actually have
to help them set budgets. The conversation starts
completely different. Actually. When you're dealing
with these clients, you have to sit
down with them and decide what your
focus is going to be. Our focus is video marketing. So obviously we're
gonna be heavily skewed against video
type of content, but video type of content can
be both online and offline. I mean, you think about TVs, proper banner ads,
or Google ads, but actually banners, big screen commercials like
in New York, Times Square. So those are pretty much
offline ads and we're mostly focused on video
aspect, but within marketing. So when I was doing our event, we handled proper marketing
national campaigns. And then when we scaled
our events within a year towards bigger countries and starts setting up
collaborations with Finland's we did
Helsinki would slosh, which is one of the
biggest scanning Scandinavian like Northern
conferences there. And then we had a
collaboration with the largest
conference in Europe, which 150 thousand
people that pass by in five days at
Mobile World Congress, we had an impact stage there where we collaborated and
brought people together. And in North America we set
up a collaboration as well. And so the way we did those
things is by leveraging, again, marketing campaigns
both offline and online, and strategically
choosing platforms, not only Facebook
ads or Google ads, but very much so
also offline ads. And that's what I'm
gonna be diving deeper into kinda very long intro, which usually these
type of workshops are. If you have deeper questions, you can always ask me of course. But when we started with
startup funding event, that's the example I'm
going to be sharing today. The goal is always local,
national, international. What does that mean
when you're setting up a marketing campaign, you want to dominate
the local markets. We're talking SEO dominates the SEO keywords for
your local town or city. Dan, when you've dominated that, go national tried to dominate
that Ben go international. Maybe in our case it'd be Europe and then only we
would go global. So we always follow
this model for whichever marketing
niche we would go into. You'd start with SEO and
then scale that from there. We then went to Instagram,
scaled from there. Then we went to what
was it at the time? We were doing newsletters, so we're building
up our email list, started scaling that from there. Then at the same time
we weren't doing collaborations and
seeking sponsors. And same thing there. We went local, then
we went national, and then we went international. By the time we did
our third event, we actually ended up
being in Helsinki for our first
international event. And this was all within a
span of like eight months. Pretty crazy stuff. If you look at that growth and then you look at marketing, there are certain things that
you want to stand out in. If we're looking at local, you need to consider
offline things. In our generation most of the time when a
client comes to me, they're very much focused
on the pay-per-click stuff. I mean, at the end of the
day you haven't great data. Let's be honest. You know exactly what
your cost-per-click is, exactly what your CPMs are. So per thousand metric, you know exactly what your
cost per acquisition is. You can script out your
entire funnel AB split test. The issue is that if you're
building a corporates that is massive and
has a lot of know-how. There's also something to
be said about branding. If you're building a
startup like we were, our little event
was non-existent. There's also a lot of branding that needs to be done only if you're thinking about having accompany for the
next 1020 years. If you're not thinking
about the next 1020 years, I would argue. Sure. You don't have to go
offline, just go online. Facebook ads would probably
be the best thing for now. It seems to convert the best, although I would say
YouTube ads and Google, that's a really starting to, to beat Facebook after the whole algorithm
FEA fiasco with the iPhone launch and the
privacy settings there, which we'll dive
deeper into later. But when you're starting and
you're looking at a decade, two decades up-front
building a proper company, maintaining a
corporate sitting down with a potential
corporate client, looking into marketing campaigns in which platforms they use, you definitely don't want
to dismiss the offline. Offline. What does that mean? So when we took startup funding event, one of the first things
that we looked at locally is to collaborate with
the city officials. We got on their radar and
we started sitting down and pretty much telling us the ideas that we
had for the event. And the idea is we're
pretty impressive for them. And so they said if you're
really able to pull this off, then we're able to pretty much introduce you to
some people that we know and get you discounts at
specific strategic places. So one of the things that they
mentioned they could do is help us get on a massive screen next to the central station. One of the questions that
we actually asked them was, where is the largest
foot traffic where most people are at? Because startup funding event or events is very focused
on tech and startups. But we wanted to
expand it a little bit further than just
tech and startups. So they found this screen next to the central station
and gave us print these, pretty much sponsored it. So that's what
ended up happening. They sponsored us the screen
so we didn't have to pay for it and allowed us to have
a commercial set for that. So we actually
created a commercial specifically for that screen. Now, this is what a
lot of people tend to miss when you are creating an offline commercial like that. It allows you to get traction
on other offline mediums like TV and still analytic banners on trams and
stuff like that. Because we were
featured on the screen, we were able to also get
a couple of slots on TV. Now, here is where the 21st century comes
in with marketing. A lot of people think
you put it on TV, you put it on the big screen and suddenly you're gonna
get thousands of people. Again, that's where
the original, I guess our generational, my generation market here comes in the performance
marketer that says, listen, this isn't
going to work. You don't have your CPC, you don't have your CPMs. This TV ad is just a
waste of money and time. But what we've found is
something different. What we actually
did is we recorded a specific vlog and Instagram
shores around those ads. And then we also created a
campaign we had at the time, I think like 28 employees. We made sure that
every single one of them, including the interns, would go and take a
picture and posted with the hashtag on LinkedIn and then tag everybody
from the company. What ended up happening
is this massive, massive social
proof for an event that was literally not
even one years old. Offline has social
proof that online does not have a lot of people are trying to build
these huge summits. And then they do a one-off, lose a ton of money
and they're gone. What not a lot of people do is they try to market also offline. So when you have
commercials running on TV, on Time Square or a big important city
within your country. These are all leveraged things. Sometimes having money,
let's say the city would sponsor you or a sponsor would give
you financial money. That's really nice. But there are other
things that might be more valuable because it could
attract more sponsors. One of the other things
that we did now that we had a ton of social proof is
we took a bunch of videos, bunch of pictures,
and everything. We included it in
the after movie, we added it to the
sponsorship booklet. And so new sponsors that we're getting introduced
to us sawed in sponsorship booklet that
we were pretty much featured in the largest
screen in the city. And remember what I
said, local first? So as we were going
local to sponsors, we could mention, look, the city is a sponsor. We are able to be in to feature our sponsors on this big screen. We're able to do all of this. Remember a lot of people. This is the truth. A lot of people still have
a little bit of an ego. If they have a business, they want their
business to flourish. They want everybody to
see their business. They're not really looking
at CPMs and CBC's. Sometimes an award might be much more valuable to them then
having a sale that they, sometimes of course,
if you're struggling, sales are very important. But sometimes getting an
award or getting featured on a big screen if you're
a local entrepreneur, could be so valuable and such
a good memory, I noticed, at least especially with
local small businesses, are just local people
that are working. They will always
remember when they got an award or when they were featured on a tram or something
like that or a metro. And they'll probably forget the sale that they
did yesterday, unless it was massive. But if it was a common sale, they'd probably forget that. But they'll always remember these little mementos
that you can create as you're creating
offline marketing experiences. We've always focused on creating these offline
marketing experiences and then leveraging them towards consumers by creating
social proof and proper online
marketing campaigns around it on relevant platforms, obviously with startups
and any event, it was very important
to be on LinkedIn. And so we did and it
created a ton of buzz and that's how we
scaled pretty quickly. And then on the business side, we've got a ton of
sponsors locally. When we started
scaling nationally, we started looking obviously
at the biggest city and we copy pasted the same process
going to the biggest city. But because we were now
in the biggest city, we could collaborate
with bigger events. So the first event was
actually in Rotterdam, the second largest city
in the Netherlands. The second event
was in Amsterdam. And at that point, the city of Amsterdam
heard of us and got us in touch with the largest capital
week that was happening. It's called Amsterdam
capital a week. And they had like 3
thousand investors come by and like 30 events
were happening. And because we've got such a reputation within a
couple of months, we were invited to
close bend events. What was useful and
the reason why we became instantly
famous, you could call, even though it wasn't
really instantly famous, it was mostly these offline
nuggets that we were using. It wasn't our Facebook ad
campaigns or anything. It was the fact that we started
collaborations and using these videos and
social media campaigns that we did on
offline advertising that Amsterdam thought
we were serious enough to get in touch with all these other events
that were usually quite established and
already multiple years at part of that calendar. That was our national campaign. And again, we just copy
pasted the exact same thing. Now because we went
bad way and we went national and we started collaborating with
other platforms. This was the first event
where I actually did not need to do any advertising because of the Keller
collaborations and all those people coming into that week
and seeking events, we just literally got
overflow to its people. I think the venue could
carry 200 people. We had like 255 people show
up, people are standing. It was pretty crazy. But so that was national. So now we zoomed out and we started looking
at what the next step was without actually not even a couple of weeks
after that second event, We got a question from a pretty large
conference in the north, in Scandinavia from Finland, slush, which is 20
thousand plus people. We got on the radar of
the city of Helsinki. The director. We were talking and he pretty much
made us an offer. He said We have to do
this during slush. We started
collaborating now with our contacts in the Netherlands
and our contacts in Helsinki and suddenly
found a way where we could become this
official event of slush, which is 25 thousand people. And this was pretty much like this little snowball that
started with leveraging these offline marketing
cycles that create instance social proof and make you look like you're bigger than you are. And then suddenly you
actually end up going international and doing
this pretty big events. And being part of
that experience. When we actually came back from that, we started reflecting, how do you use this and
what did we do wrong, and how do you use
this leverage that we created to scale
this exponentially? Because at that
point we're done. I would say the
biggest event would be maybe 300 people or
something like that. And so the question was,
how do you scale this like five times, ten times more? The question was pretty much, could we go at 1000 plus
people at a pretty big events? These are marketing questions. These aren't event
planning questions. So all of the leverage
that we had buildup. So when I say leverage, I'm talking about marketing
tools that we took pictures and videos of campaigns, the
sponsorship booklets, the existing sponsors
that we had locally, the existing sponsors
that we had built up nationally and
internationally, our connections with
the government. And through them, we had also met people and
potential sponsors. And so the question was, how could you involve all of those actors into kind
of a local issue event? And so the question was, well,
you need to go way bigger. And if you go way bigger, it becomes interesting for
everybody to be a part of it. That's what we did. We went around, looked for a
conference room that could hold a big event and we found
the largest concert room. And we ended up just, they loved our idea of what actually happened
there is I walked in, I explain our idea. I showed our
sponsorship booklet and mentioned that the
city is behind us. They love what we do. We, we, we showed them
a ton of testimonials, I think at that point where
like 30 testimonials, we had companies like
Microsoft and stuff like that involved Accenture and the
Big Four stuff like that. We're somehow involved by either judging or
being an ambassador. And so they gave us a massive
discount because they knew that we would be featured on big screens and stuff like that. And so we went ahead and then eight months later we created this pretty big event
where people would be flying over from
all over Europe. We even had people that wanted to fly over from Latin America, startups, but unfortunately
they couldn't afforded, which is why we eventually
ended up scaling digitally and using these methods that we did to build a
physical event, to go online with
the podcast and an online networking events and these courses
and stuff like that. By spreading further all of all of what we
stand for an omission. But so what I'm trying
to say and when I'm trying to open up your mind to in this workshop is that you really shouldn't
dismiss offline. There's so much value
while we're shifting from generation to generation in
this offline kind of working. I mean, you got to
think about it. Most of the people that will be watching this course will be probably under 30 or
under 40 years old. But there's a lot of
people working in corporate marketing
that are 40 plus, a lot of Chief Marketing
Officers that are 40 plus. And they also know the value of watching TV and building
a brand through there. I just gave you a
startup example. But sometimes if you make it or you're in
this a couple of years, you're looking at a corporate Client and you're trying to collaborate with them.
Think of this story. There's so much more you can
do by leveraging offline and online when you're having this conversation and the
budgets are being determined, you need to ask them what
the goals are for bad year. If the goals are to achieve certain goals around branding, you're definitely going
to have to leverage TV and offline things
for people who watch TV. I mean, think about it. Does your grandmother
or grandfather and B, they use Facebook at the moment. Sometimes they do, but I mean, I can I can tell
from my grandma she probably just watches TV if
I would call her right now, she would probably
still be watching TV. You got to leverage
those things as well. But don't under leverage and leverage it
the way we did it. And so as you're sitting there, gift the corporate person that is their ideas like Listen, we have to leverage, we have to get out there. But the issue is that if
you get out there and you put a banner on
a metro or a train, you're not going to
really see proper data. We need to add on
to that campaign something that will
allow us to get data. You're putting stuff
on trams or metros. Maybe add a QR code to that. Maybe add a specific
campaign where people meet up and then every
time they see that banner, they take a picture
posted on LinkedIn with a specific hashtag
and they get some type of reward for that where
they didn't drafted for a lottery or anything
of those things, you start combining
offline and online. And so whenever I get
into a discussion, sometimes I go to
these big conferences for marketeers or YouTubers, content creators,
a lot of people, especially the younger
generation people around my age, I guess I'm a little
bit in my mind, but they tend to just
dismiss offline completely, whereas there's so
much authenticity in the offline as well. Because again, like I said, many people are doing
these Facebook ads, but not many people are doing the combination where they
get featured on this massive, massive screens and then they use it as part of
their Facebook ad campaign. All these things they
just add to social proof. They add to a bigger campaign, they add to a better brand. Definitely leverage
those things. That's kind of like in short, why you should be
considering offline and online and combining them. But the question specifically is how to choose the platforms? Again, I'm going to give you
a very lawyerly answer here. It depends. I used to study law and
my professor always said, you know, it's a lawyer
when the answer is, it depends, but it's a great question and it's always the same answer.
It really depends. What does it depend on? Well, if you're sitting with a client or you're part
of a small business, it will depend on the goal
that you want to achieve. I'll give you an example. When I said what a corporate, most of the time, their goal is to hit certain
branding guidelines. They want specific
amount of new clients, that's usually a KPI, or they want a
specific amount of contact points with
existing clients so that they are
fresh on my mind. So that means that maybe
every quarter they want two or three shoutouts specifically targeted
for this client. They want specific use cases and case studies and testimonials
that are focused on specific
industries and niches that they can establish
expertise around that. And so when they are looking at, when you're asking what is your goal and what do
you want to establish by the end of the quarter
or the end of the year and the answers around the KPIs, the key performance indicators. So pretty much the goal
that they want to achieve is I wanted to become an
expert in this niche. I want to make sure that my existing clients
don't forget about me. Then you start drafting
campaigns around that. I'll give you a very kind of interesting and
creative campaign that we came up with, which is stay on top of
mine with specific clients. Usually these are
also corporate, which you can do there
is create testimonials, a ton of testimonials. You can also create a podcast. And when you're launching them, We didn't Facebook
or within Google. You can specifically target keywords on Google
and then specifically target people that work at a certain company or have
liked as certain company. And then just keep running these testimonial
ads all the time. Sometimes that's even just
cheaper than creating a full-on commercial for
a specific company. Just have a ton of testimonials. I think artists ceremonials
have a specific price point that if you order
embolic it just getting discounted by a lot. So it becomes worth
it to have like 20 testimonials and just run these Facebook ads targeted and all the people that
are working at a specific company on LinkedIn, you can definitely do that. You're definitely on
top of mine bad way, even though you're not
in direct contact, then you can also use those
system millennials to put people on a newsletter
again, marketing. Is there a newsletter
funnel happening? Is there a nuclear
specifically for clients? Is there a newsletter that
doesn't annoy clients? Are you doing
monthly newsletters? Weekly newsletters
is their permission to do those type of things. Then you use content, could be blog posts, it could be videos, it
could be infographics. That's also a good one
where you send people, like through a newsletter or by targeting with paid
ads to a specific. Content piece that keeps
you top of mind by dad, you're also establishing
expertise within that niche. Another thing that we did, which is becoming quite
relevant more and more, mostly on the success of our event because we
keep recommending it. Having us as a case study. We start recommending events. A lot of corporates. We notice it's a common
thing among corporate, but a lot of them
want to achieve innovation and
connection between d1, create these ecosystems like a cliche word and a lot of
them are using nowadays, which again, totally not bad
if they can achieve that. But still a lot of them again, thinking about offline instead of paid ads and
content creation. A lot of them, we
recommend doing an event, a little get-together. Literally. Today, this morning I was scrolling
through LinkedIn, one of the people
that I knew just got a new office in the center and
the godlike a whole floor. And within that
floor or two floors, I think they were
going to create an experience center and that's actually not the first
client that I know. They're not a client,
just somebody I know, but we haven't literally, I think a couple of dozen clients that have
experienced centers. And within the
experience centers, they invite startups
and they invite other corporates to create and collaborate on projects
together or to just, you can use the tools in the
workshop to create things. Experience centers are great, but also one client does monthly or quarterly
events where the whole cities
invited to within a specific sector gets sold out. I think they started
with 50 people and now every single event
is like 350 people, at least for them was very
much about connecting people, creating an ecosystem
of innovation. One of the first things that I remembered that we
did when we started those events was just a
bunch of testimonials. We did a couple of after movies, but our focus within the after
movies was testimonials. I think we've got at least five to ten testimonials
in the beginning. And then now it's like
third 2530 testimonials. As you're noticing throughout my conversation,
testimonials are massive. But by creating that event, they started creating
a reputation for themselves,
which is branding. And those events were also used on websites and
marketing campaigns. And through word of mouth, they started becoming
more of a player. Then if you have
something in one city, like you noticed with my
story of funding event, you just copy paste
it into other cities. And so that's also
what they did. They started off in their main
where their head offices, and then they started scaling to all the satellite offices that they had and just kept
doing the same events. And then dad worked, you know, what they did as well. They started scaling
the same concept. The same person was suddenly her team was in charge of doing similar concepts in
different departments. Like the venture department
which invests in startups and with the budget of the profits that
the corporate has, just start creating
events within there, those who are exclusive
and they started inviting super high-end investors
and you know what they did, they use the testimonials or the proof of concept that
they had with those glow, those major events that were
accessible to everyone. One thing always
leads to another, had one mentor once tell me, I say this almost every time if you have a coaching call with me, you'll probably notice. But I had a mentor. One's very simply put to me, if you want to do something
within a certain niche, just started doing it. He was so simply puts, the more you do of something, the more you'll be
doing it more and more, the less you do of something, the less you'll do of it and
it'll get less and less. So if you want to do
more video content, start with one, do a second one, and then eventually you'll
figure out a system. Opportunities will
come your way and there'll be more
and more and more. And if you don't want to do
something with video content, you'll notice that you'll
probably do less and less until we are not
doing anything at all. If you're not doing marketing, you're probably not going
to do marketing at all. But if you're doing at least
a little bit of marketing, you'll notice that it'll
get more and more and more until of course
you start doing less. So that's kind of a tip. I would close on a little
bit of case studies that I shared with you of specific things that
people pay me for. I mean, I guess when you're listening
to the theoretical application is scripted
videos that we've created. It seems like so theoretical like how can you
actually make money with it? But when you really
think about it, everything I just told you
seems really reasonable. Something you would actually pay for a testimonial videos, creating specific
events, attract people, doing it on a specific calendar. So then he keeps coming up, keeps happening using
events within departments. How we scaled our events
suddenly seems so reasonable. A lot of people look
at the scale of it. How many testimonials
the podcasts is getting a ton
of listeners now, the big people that we have. But I mean, it all started, like I said, with little
things that we kept doing. We did more and more and more unjust to
just grew to more. And it was never rocket science, it was never some crazy thing. And so I always mentioned, even though marketing
is hard to learn, it really isn't rocket science. You just need to do a little
bit more every single day. If you've done more today
than you did yesterday, you'll be doing more
tomorrow than you did today. I guess with that, I would probably close
to a story here. I hope you know the
value now of offline and online social media
and marketing and how you should be choosing platforms from creating
your marketing campaign. Again, it really
depends on the goals, and so anything
could be irrelevant, but whatever you do, I hope you got the message
that it's never one platform, it's sometimes a combination. And even though your
distribution might be on one platform and
that's what I would also recommend keep
to one platform. You can leverage multiple things and then maximize kind of what you're gonna get the
return on your investments through this one platform if
you're running Facebook ads, think also about offline
things that can boost your social proof so that the Facebook ads get
more clicks and do more. Yeah, that's all
I wanted to say. I hope you enjoyed
this workshop and I guess I'll see you
in the next one.
62. How to Market an event to attract 1000+ visitors: Hi there and welcome
to this Q&A workshop. Today we will be dealing with a question that
we get a lot from our event courses and
just people in general who are event planners starting event businesses,
stuff like that. Or actually
surprisingly a lot from public speakers who want to create their own
events and that they can have all
the social proof and assets for courses and landing
pages and stuff like that. The main question
again on my iPad is, how to market an
event to attract thousands of people like you did with certain
funny events. So again, this is a normal unscripted Q&A
workshop if you want scripted, proper videos, very
theoretical and to the point, then obviously we have
the courses for that. But this is as if you
and I are talking, having a cup of coffee and I'm literally just
explaining to you, like I do with my
coaching clients, how we do it, how we actually make
money and how we apply theory to the point
where people actually pay us. And so you'll get
fleshed out details and just a little bit
more storytelling. So without further
ado, let's jump straight into the
question which is again, how to market an event to attract thousands of people like we did with
CRF funding events. In order to understand that. And we've kind of covered
it in different workshops. You have to understand where we started with startup
funding events. At the time I gathered a
couple of people from my team, not everybody who wanted to learn how to
build a business. And I wanted to do something
to give back within the ecosystem and kind of bring together all my clients
had already had, which was a 100 plus
corporate clients. You have to understand that they started from somewhere already. And so you're gonna
have to look at your own network
and decide whether you're starting from 0 or
you're starting from somewhere. Now, most people, I would say in their 30s and 40s who've had some type of corporate job are definitely not
starting from 0. So be aware of that a lot
of people tend to have imposter syndrome and think they're starting from
0, but they do not. We're gonna cover during
this workshop both the 20-year-old still in college and wants to start
something big, get social proof as well
as people transitioning away after their 30s and a half, some
corporate experience. But for the sake of the story, We'll start with people
who have some type of network already because that's where we found ourselves in. And so what I maybe don't like when I'm
looking at some of these YouTube videos is you don't really get all
the background story. You don't really understand
that there is already something there before they
started these massive event. When I started lightning, I was a 20-year-old who really didn't
understand anything, moved pretty much into a new
city, didn't know anything. Three years later we
scaled to a new country really again, 0 connections. And from there scale
lightening was a business, an agency that I
build from 0 with 0 network and networking
was a huge part of it. But startup funding event
was definitely not that. And so don't kid
yourself when you're looking at this
massive kind of scale. How we went from a
100 something people to 1000 people in one year. That doesn't happen. Just like that. Coming out of college and right away starting
successful businesses, they really doesn't
work like that. Insert fundament
was at that point my third or fourth business. And it was a combination of, I think four or five years
entrepreneurship and actually having some successful
transactions. Big corporate clients being on the preferred supplier list. Again, from the beginning, we started, started funding van. The idea was just
build a business, get an ecosystem built, get everybody together and
connect existing clients. And then the question was, well, for doing that already, Let's do something good with it. Let's invite startups that are doing something
more than just videos, because that was mostly
what we were doing. Video content marketing's
the social media stuff. And so we'd invite people
who are helping refugees, people who are helping
with the climate, people are helping with
the energy transition. Things that honestly
my brain doesn't really wrap around because
I'm not an engineer, so I don't really understand it. The only thing I do
understand is how to take some scientific super
complicated words and make them into really easy
stories that people can digest and then maybe
could go viral. So the idea was,
there's a lot of startups in the
first six months, maybe first year, they have so many obstacles were about five years
into the business, for years into the
business will probably be able because everything
is so fresh for us, would probably be
able to get them quicker through those obstacles, will be able to help them with the branding, with
the social media, connecting them with all of our clients and kind
of go from there. We were filling a need that
was kind of in the markets. A lot of these startups
don't have money, can't pay tickets and just one connections with
somebody who can grow them. Most of the events were costing about 200 bucks, 300 bucks. Like if you go to Web Summit, if you go to the next web, there's our great events, but they're extremely
expensive for a startup, especially in the
first six months. We pretty much did it for free. And how we funded it is in
the beginning we didn't. The first event was
completely free. It was such a good concept that when I called up
some of my clients. And ask them if they
wanted to be a judge. I remember 11 of my client
actually asking me if she could sponsor a little bit because she knows that it's
going to cost us money. The first sponsors
handed me money with nothing in front turn because
they loved the concept. Once we had the first event, this is what I did
that allow this to scale to 1000 people with on
the one-year anniversary. On the first event, I
kept everything free and invited everybody I
could within my network. The way that went as I went
through all my clients, every meeting that I had, I would close at
the end with, Hey, do you have an
extra five minutes? Because I want to talk
about this event that we're doing and do you want to
maybe become a judge at it? I was recruiting really
high-end people with a lot of network to come to my event and become this
type of judge or ambassador. That's how we got a lot
of corporates involved. Once we had them at the event, I had a team of about
two or three people. Their only job was pretty
much to get testimonials. One of the big
investments that I did is I bought a medial wall. It was literally a
medial wall is pretty much you go to a print shop, you put a bunch of logos on it. And then you have this
massive five meter wall where people stand in front
of and you can record them. I bought this medial
wall and I got all the judges and all the speakers and pretty
much everybody that I could start out in front of that media while
and ask them for a two-minute testimonial
and that team of 23 people because I was
involved in the other stuff. Their only job was to get as many testimonials
as we could. Then at the end of data events, the word started
spreading because again, we had a ton of high networking individuals
that loved our events, couldn't believe that we got
such high-quality startups, except the only
thing we did is we opened the floodgates to demand that it was already
there and people who couldn't afford
expensive events. So they came to the only vendor could go to, which is ours. And so we got a couple
of super cool start-ups. They became successful,
but honestly, the startups would've
been successful anyways, we just caught them
at the right time when they couldn't afford it. But because of that, they
always remember Nas. And that means we
got word of mouth. That's something that marked in marketing isn't
emphasize so much. You can do all these
Facebook campaigns are so many courses on YouTube
ads, PPC, Facebook ads. There aren't that many
courses on word of mouth, but yet word of
mouth is going to be the most important marketing
tactic that you can employ. The first event was the most amazing product
that we could afford. It cost us. You'd think this would cause this tens of
thousands of dollars. It did not. It was literally, I think maybe a couple of thousand bucks. And then this one sponsor gave half of the
money or something, I think like 23 thousand
bucks and we got quite far. Of course, we did have cameras already and we did have
people who wanted to help. But actually we didn't have that many people under
day from the team would we did is we asked
pretty much friends and family to
volunteer and help. The actual organization
of the event was done by people and volunteers
and friends and family. But then the actual filming and marketing and content pieces that was done by my team. We had somebody on after movie, somebody on livestreaming, somebody on the
video testimonials. These were pretty much the most essential content
pieces that you could create. Whatever you're gonna
do during the events. Don't kid yourself. The only thing you should
be doing is video content. You obviously I'm biased
because this is my agency, but I've seen it time
and time again and I've done it now
in my own event. And then I've had governments come to me
to create their events. I can tell you that
the thing that gets you sponsors on the next event and gets you more people and more visitors is going to be the video content and
pictures are helpful as well. But the video content and the testimonials and
the after movie, that's where people
are like, whoa, this is worth 500
bucks or something. We haven't actually
asked 500 bucks, but we've had some paid events. In the meantime, more
exclusive events. I like to keep funding friend as a charity so the tickets are
free and stuff like that. But we've had exclusive
networking events, exclusive behind
the scenes events for partners and
stuff like that. And those were all paid. I would say the most expensive paid event that we did was In 2 thousand Euros
per accompany entry and the company could send, I think maximum like
two or three people. You can go pretty high end with these exclusive
networking events just to give you a picture. But once we had all
the video content, we started outside
of the fact that we had the network and suddenly
we were spreading around. People started
finding us and that's how Amsterdam capital
week found us. One of the judges knew about us. We had actually
invited the city of Amsterdam to come as well. We had a ton of video content, he ton of testimonials. And so it's undeniable that
we were doing something good. The second event,
we were part of a major week event,
Amsterdam capital week. And we were to closing of that. A lot of the visitors
are visitors came, but also a lot of bare
visitors came to the point where the capacity of we had
a collaboration with WeWork. They gave us their
venue for free. They were a sponsor. The capacity of that
venue was 200 people and it was like 255
people signed up. It was people couldn't
sit or stand. It was crazy. There was no
space in that in that room. Again, the first thing that I did was I made sure we had
all the video content, pictures, everything of
this super full room. Because I knew that if
I could prove that in two cities we packed up or room, we'd get way more sponsors
for the next event. And Elysium wrong because
on the next event, the city of Helsinki, we got in touch and they
absolutely loved the concept to the point where they
offered to make us society event of slush, which is 25 thousand
people in Helsinki. Now as we're negotiating, I was very strict in that
negotiation because I honestly did not want to pull my team on an
international event. This event is free. So one of the things I
said that the time is it has to be an
irresistible offer. We need to make
sure that we have a venue that you guys provide. We need to make sure that
we don't know anybody, so we need access to sponsors. You need to introduce
us to your network, but also introduces to
your startup network. Because otherwise
we will have to spend so much money
on all of this stuff. And so they arranged the venue. They arranged a little bit of financial sponsorship
for us as well. They arranged startups,
they arranged introductions to
some big corporates. We had one of the largest
startup incubators. Wouldn't the guys come speak? It wasn't pretty good event. Our first international event, I could not be
happier, I would say. And so when we came back, I think that was from
April till December. So not even a year we came back. We started thinking ok, So we had in April, our first event in the summer, we had our second event and then suddenly
our third event, when international, How
do you go up from here? The actual question that
was brought up was, well, we're growing pretty well. Most of our startups, all the winners got an
investment within six months. All of them started growing and becoming these
multimillion startups. Some of the top three
also got investments and then we had a top 30 which we didn't expect what we're
gonna do, but we did, I would say out of all the 30, maybe like ten or 15 would get pretty far with our
clients or investments. So it's pretty impressive, especially because we only
had focused on one startup. That was kind of
our whole thing. We just get a couple of
our clients to get her focused on one startup.
And that's it. We started monetizing
in different ways, not specifically the startups, but the sponsors, making sure that they are involved as well. And we leverage all of the
video content that we did beforehand and all of the testimonials from
all the people there. Because if you can get
two or three corporates, you'll get ten more corporates
for the next event, either in sponsorships
or judges. And that's by the way,
how we got the big for consulting agencies to be
somehow a part of our event. Either they were a sponsor or they were part of the judges, or they were part
of the ambassadors. We came back and just for fun, I said, What if this
would go ten x? How would that look like? What our impact? A Grow? Would we be able to help more than the one winner startup? Would we maybe guaranteed at all three startups
that are in the top three and are on stage or top five would all
get investments. Maybe the top 30 I started
getting really excited. Just by the exposure, could go all over the news and
viral and stuff like that. But how would that look
like was the question. I remember at the time, I had volunteered at TEDx like fixe years prior to that
or something like that. I remembered the organizer and knowing her because I
had spoken at the event and then I decided to volunteer there because I was
building up my network. I was new in the city. They had invited me to
speak and I loved the team, so I asked to volunteer. I knew to organize her quite well and I called
her up and I said, Hey, you organize these
massive TED eggs events. How do you do that? Where do you start and what venue would you
recommend me speaking to? And so we kind of
continued from there. So as I was talking with the Tedx organizer
about concert, about just the rooms
and venue since she was using and who I
should be talking to. She referred me to two venues. One of them I wasn't
too sure about, and one of them I really liked. This was the reason
why I really liked it. It was not even like ten steps
from the Central Station. It was so close to
the central station. The other one was a nice venue, but it required people to take a bus for
like five minutes. What I've learned
is that location is going to be so
important because. In the previous
events when we had locations that were
outside of the city, it was much harder
to attract people. We had always been full, but it was just much harder. I went for one of the venues. I explained them the story of what we had in mind and how we wanted to impact and all
the millennial stuff. I guess. He just absolutely loved it. And then the key
was we showed them all the video content
from previous events. And he got extremely
excited about how packed it all was and
how sold out at all was. They gave us a
really great offer, like a huge discount, pretty much something
we couldn't refuse. And then the whole
story started. We had about eight
months or nine months, like 76 months to prepare for this
massive, massive event. One thing I can tell you when you're doing
marketing campaigns, when you're taking a
product and trying to scale it from ten
sales to a 100, sales. Dynamics change at certain
numbers and we'd events, the dynamics change
after 2300 people, the moment you
started organizing conferences like proper
500 plus people, kind of these massive
conferences versus like little events
under 400 people. It just everything changes. You need to become
more organized. You have department heads, you have team leaders. There are focuses, sprints
that you need to do. One of the mistakes that
we had done is we did not realize that it would
be handled bad way. But one of the good
things that we had going for us is that we were in business for five years
and we had built up visitors who are
coming regularly to our events and sponsors who
are sponsoring regularly, and ambassadors and judges
from big companies. Now that we had all of that, we will be somehow scaling these 200 people events,
2 thousand plus. So one of the first
things that we did is we started
looking at paid ads. And we realized that if you're throwing a free event or I would even argue an event that costs
less than $10 per ticket, you're pretty much screwed going the traditional
route of marketing. And that's something
nobody tells you. If you're ever in a position
where a client is like an event client or a
public speaker who wants to throw an event and he meets
to be this massive thing. Be aware that you can probably guarantee stuff up
until like 200 people, I would say 300 is pushing it. But the moment you
start going above three hundred and four
hundred people and that they want at their event or you
want that their event, it is gonna be so much
different as a dynamic and it's gonna be so much
harder to execute on. As we started kind of
taking our department. This is where we
actually started cannibalizing my agency because we've had to pull team leaders
from certain projects. Because I trusted them
so much to pretty much handle the chaos of what was happening
with the event. And I had to pull some
of my salespeople, put them on sponsorships, some of my design
people make sure that the design
assets, we're good. We started collaborating
with the city's. They gave us access to TV
spots like these massive, huge TV screens at
the Central Station. Commercials needed
to be made for that. And so suddenly when
you're promoting so much, everything matters. We started looking and then there was an
entire workshop today. Explain about this.
We started looking at offline versus online media. How could we leverage
offline media like this massive screen at the Central Station in order to emphasize our online media, because our paid ads were
becoming quite expensive, or cost per clicks or
becoming expensive. And so we thought that
one of the issues was our social proof was
not big enough yet, even at this, the models
weren't good enough. And so in order to promote this massive event and
get a 1000 people, it's not enough to
just have to ammonium. So we started looking
at social proof. We asked the city officials
if they could connect us to all these prints that we could
do on tramps, on screens. We start asking all of our corporate sponsors If we could get on
their email list and newsletters and promote the fact that we had these commercials. We started, we'd started to make like a commercial at
least every month. We started doing guerilla
campaigns where we would go on the street and actually
sell tickets as a team. And by selling tickets, engaging dose people
to sell more tickets. It's just a pretty
intense experience. And I would say because again, if I look back at the
question and the question is how to market an event
attract thousands of people. First, realize, nobody starts
with a thousand people. You have to build it up. You have to have the
infrastructure in place. You have to have your
team leaders in place. You have to have
your sales in place. You have to have your
commercials in place, your assets, your visual
assets, your testimonials. You need to have the connections that we had built up with the city officials over three events so that
they can connect to. You have to have that trust
with them so that they can get you discounts or
just free things. You need to make
sure that you have, I would say at
least 2030 sponsors before you start going
on this craziness. Because if you have 20
to 30 corporate sponsors and each of them bring flag, I would say ten people. You're ready as like
1 third capacity. So now suddenly you need
to bring the other 600, but maybe you get more
sponsors in that event. Maybe you get 20
more sponsors in. And so now you're at half
of the event capacity. Your gonna be more dependent
on word of mouth and people. And that's why I
highly recommend doing that first before you go crazy. But how do you then fill up the other batch word of mouth
is gonna be so important. You're going to have one
of the team leaders, by the way, it was an
ambassador management. The other team leader was a judge's management and then I was doing speaker management. And so when you're building
up judges and ambassadors, that's the equivalent
and marketing of affiliates or maybe even
influencer marketing. These are people who
have a network who can potentially bring
ten people plus in. If you have like 50
ambassadors, that's 500 people, you need to find incentives
to convert normal people into these ambassadors
or the equivalent in marketing would
be an affiliates. Maybe there's a
financial incentive. We found that because we
were doing an impact event, financial incentive
was the least weekly, it was the worst thing we could propose even people would have, we're just not
accepting it and they were just making too much money into even accept like five
bucks or something like that. For us, a financial incentive
wasn't going to do it. But one of the incentives
that we could do was little. We had these Photoshop template
designs that we created specifically for an ambassador that they could post
on their LinkedIn. Stuff like bad, we
really kind of played on making them feel more important and in part
of the whole thing. Because we really just try to, the team leaders there tried to get the word of mouth going. On the other side, we had the actual marketing
marketing team. But I can tell you that our main focus and the
weight we filled it up was the word of
mouth thing and scaling that whatever
business you're doing, whether it's events
or something else, trust me, that first bit is gonna be so crucial
and so important. But within the marketing thing, we were leveraging things we start realizing are paid ads, we're just not going to cut it. And so we needed to somehow bring down the costs
of the pay debts. Initially, what we were
doing is we were creating these high-end
commercials and thinking, well, if we invest like these commercials that are
worth like ten K plus. But again, we were
doing them in-house, so it wasn't necessary. We thought that would
pull in a ton of people. What we didn't realize
is that nobody cares. I mean, look at the
really big events. How many of them actually used there after
movie or commercial as the thing that they promote on Facebook or YouTube ads. Well, they don't. What they usually do is they localize and adjust the videos. We'd clear call to
actions towards people. And so one of the things that
we started doing is again, we got some footage of our commercial playing
on the big screen. Next is Central Station, and we combine it with some
of our previous after movies, super cool footage that showed filled up rooms
and stuff like that. We had clear call to actions. Get when a free
ticket or get this or a sign up here before it's
sold out, that type of thing. Are you from this city then maybe you're interested
in blah-blah-blah. This speaker is showing up. Are you interested at this? Many startups have gotten
funding, so super, super relevant to our avatar. One key fan I call that always relevant things that actually convert people
into a commercial. And so that's the realization
like converting people from a commercial is
more important than having a high-end commercial. And those who are
mistakes that we were realizing that
we were doing. We were very much
leveraging offline and then using campaigns around the offline like
those big screens, like I said, into online learning
platforms that we realized was more relevant
to us was LinkedIn. And another thing that we
realized is that our cost per manual outreach was cheaper than our cost per
paid ad outreach. Now what does that mean exactly
when we were running ads, it costs us more per-click. Then if we would message people or connect with them with
a personalized message, or if we would create
posts with hashtags. When we realize those
metrics, we made, every single person from
our team go in front of the screen and
take a picture and then go on LinkedIn
and pretty much tag like 1020 people with a hashtag,
startup funding events. So we started doing
these manual campaigns. Again, long story short. That's how we started
growing together these two kind of multiple
marketing campaigns, and you're starting
to realize one person probably can't run
it very easily. That's how we started
growing to 1000 plus people. One of the things that
I do recommend if you're interested in
doing this yourself is makes sure to have a ticket price that
is above ten bucks. I would even recommend
above 20 or $30 because Facebook tends to get more expensive depending
on the season. Once you have a
ticket price that is worth the conversions that
you're going to achieve, your cost per acquisition if you're running these
marketing campaigns. That's when potentially
you can do everything I just told you with
way less money, way less people
and money as well. I think if you have to like really good Facebook ad and then Google ad and YouTube ads, people, LinkedIn ads
as well to three, could probably achieve
similar results. If your cost per acquisition is lower than your ticket price. Outside cost price
as well because you have venue costs and
stuff like that. But please be aware of that when throwing these
big, big events. And also be aware that you
really should not be throwing 1000 plus events until you
have thrown a hundred, two hundred people
events multiple times, worked out all the kinks, made sure that you know
which pricing is gonna sell. Make sure you have
testimonials and connections and ambassadors
and stuff like that. And only Dan scale
starts really happening. One of the things
that we're doing currently as we're
going more digital, is we're doing
networking events. These online little
networking event that started with ten people
then grow to 20304050. And in one year our
projection is that dose 50 people per
networking event would eventually become like
five to 700 people were using exactly the same model
that I just explained. Just with way less chaos. Because we were
focused on one thing. We're exactly aware of which person we're attracting
and where to find them. And instead of focusing on the drama and chaos
of all the marketing, knowing all your metrics, knowing all your data and just kinda shotgun maneuvering it, which means like all these
different bullets are being fired so that you kind of figure out which
one works best. We figured out that the word
of mouth is way better. And so instead of going
straight away and leveraging all of our
network and paid ads, we're starting again small and going local,
national, international. And we're doing a small buildup which is based on word of mouth. It just reaching out to people
asking them to do more, involving them as ambassadors, involving them as judges and
building it up from there. You'd be surprised, as you've seen with our
events in one year, we got from pretty
much 0 to 1000. You'd be surprised how fast
and how easy it goes if you're patient and you do a little bit every day and
with each monthly events, you'd like ads, like
50 or 60% more people. I'm actually, I actually
showed this to one of the CEOs that I hire for our
event very into finance. And obviously doing all of
that in the last years. And one of my
favorite websites to visit is an compound calculator. You can just google
compound calculator. There are free tools. You can add to that. Obviously currency and then you add like how
much money you have, how much percentage
is you get monthly, yearly whenever you get results. Instead, the reason I say
that is if you replace the currency into just
the amount of people, the F per networking event. And then in the compound
calculator you add the percentage that you expect to increase with every event. Then you could calculate how much effort you
need to do to start with ten people
per event and then eventually end up with
1000 people per event. We actually did this calculation and we took ten
people per event. We added 60% of
effort and we ended up with a round a 1000 people
by the end of the year. Instead of having this crazy intimidating imposter
syndrome feeling that we're just not gonna
make it 1000 people, which you should
be doing is just realizing that it's not about
getting to a 1000 people. It's about small little
increment and increments of improvement with
each monthly events which eventually build
up to 1000 people. Ten people in 60%
increase would mean like 17 ish people or 16
people at the next event, and then a 60%
increase after that. I think we were
somewhere at 30 people. And so when you think about
dose type of numbers, it becomes so much
easier to improve. Like to go from
ten to 16 people. You send a couple of
LinkedIn messages to go from 1630 people that's maybe a
little bit more intense. So you would send a couple
of LinkedIn messages and maybe call up a
couple of people. Let's say you go from
30 to 45 people. Now a couple of messages, maybe you need some help. You call up some people, you call up some past people and you ask them if
they know somebody. With every single
monthly events, you're improving 60%
a little bit better, a little bit better,
60% improvement. If you take, let's say you
work an hour and a half. Let's say it's like
a 100 minutes. That's round about an hour and a 90.5 minutes is an
hour and a half. But so ten minutes, extra, 100 minutes you work if
you increase that by 60%, we're talking about
a 160 minutes and now you're
working 2.5 hours. So that's something you
can do on a Saturday. And instead of five events
working like a 120 hours, which you could be doing, is that the next event
you could get a volunteer and suddenly both
of your working 2.5 hours. So now you've doubled
your capacity, but you only needed to increase if you've got a 100% more, but you only needed
to increase 60%. Always think about the small
things in the beginning and using time and patience for
you instead of against you. And so having the quantity
can sometimes help you. We skipped a step, we did three events
and then pretty much ran ten extra vents
in-between those eight? Well, if we didn't
run ten extra events, but we should have
run ten extra events in-between because we went from three hundred and
ten hundred plus. So technically we
should have run at least seven more events
to scale from there. But it's just to tell
you like slow and steady wins the race and the more
quantity of events you have, the easier it is to get to 1000. And then if you don't, then you still have
two ways to go. Word of mouth, which is so
underappreciated in marketing, especially people are
super good at pay debts. They really don't understand the disk costs less and
achieved some more. And if you're looking
at the long-term, it will get you more
over the long term. Word of mouth
acquisition means that your next event is
going to be way more exponentially
more successful. Whereas paid ads and
cold acquisition doesn't always translate to
an exponential growth for the next event. The metrics for us at least seem a little bit
smaller and lower, which is why when we
run events nowadays, we very much leverage
word of mouth. That's kind of a very,
very long story. I try to keep things as, as detailed as possible, but as short as I can. If I'm all over the place, I apologize for that, but definitely message
me if you need some more elaboration,
some more details. But that's kind of in short, how we did our event. And then I would add
to that we actually replicated this after the
success of our event. We got a reach out for
from two companies. One was actually from
the city itself. They were organizing something similar like Amsterdam
capital weekend. They've wanted to
do something in their city, something similar. And we were the biggest
event there and so we were the only one that actually knew the biggest conference room. We were aware how those work. We knew how to build the
visuals, we knew everything. And so we started
actually getting hired to build out their
campaigns as well. The funny thing is they initially wanted to
do the marketing themselves and started
realizing how tough it was. And so they had to book. Within the conference hall, there are multiple rooms, so we had the large room and
they have two smaller rooms. One was like 500 people
under one was 300 people. So actually they went
for the 500 people one, meaning that they couldn't
fill up the space because they decided to do the
marketing themselves and completely
underestimated it. And then at the end, we helped
them a little bit as well. But it's just a
realization that it doesn't matter how big
the organization is. It is extremely tough. The moment you started
going above 300 people and even a city official can
have trouble with that. So just be aware of that. If you have a large network, that's going to be much
easier for you because you're gonna be
leveraging word of mouth. But if you do not, then be aware to dynamics
change depending on a number at your event. That's in short, how I
wanted to wrap this up. If you have any more questions, please let me know. I definitely am enjoying
answering these questions. I'm getting some people
messaging me that really happy that I went
into so much detail about their question. But if you have any
questions, let me know and I'll see you in the next video.
63. How to book more speaking gigs: Hi there and welcome
to New Q&A workshop. Today I want to cover how to book more public
speaking opportunities. Because the other
day I was talking to a client of mine who booked a 167 speaking opportunities
for last year. And I remember four
years ago when I was doing a lot of
public speaking, especially after I hit
my first ten x speech. And then I started getting
invited by Google. A lot of opportunity
started showing up. And I want to cover a couple
of things that I did. They'd landed me a couple of public
speaking opportunities. And then how that gets scaled by my client and how we created a content
marketing strategy. Pretty much open to door
for people to approach him. Two totally different campaigns. One that could potentially help you because it's
a bit simpler and that's how I started my
public speaking journey and one that will make you a professional and
hopefully full-time job. There's a huge disclaimer
that I want to give before I dive into
these two roads. And that is that
in the beginning, you won't get paid a lot for public
speaking opportunities. Your sales funnel
is going to matter so much if you want
to make money. So what am I trying to say here? What I'm trying
to say is that if you see public speakers, they either make
money somewhere else, retired and they're
starting a new career. Wherever you see they
already have money. It's really tough to be a public speaker
professionally and do it a 167 times if
you don't have money. So be aware of that when
you start this journey because in the
beginning when you have no name recognition, that's probably what's
going to happen. But without further ado,
I want to share my story first and how it helped my business and how
it grew my business. So I did make money
somewhere else. But these opportunities
with public speaking gave me new opportunities
in business. And then I want to cover how a professional
public speaker does it day in and day out. My story. Again, we have to go more
than four years back. At this point, we have to go
almost ten years back when I was training for my first
train the trainers, learning how to
become a trainer, learning how to
facilitate conferences, how to do the
entire agenda flow, how to make sure that
I speak in a manner that people listened
to me and so on. As I was building the skill, I was meeting people. And what I realized is that
in order to get on stage, you need a lot of public
speaking opportunities because then a person knows a person
and they recommend you, then above all, if you
want new opportunities, you're going to need
the same people to give you testimonials. In the beginning, what
you need to do is book at least three speaking
opportunities for free, if you can do it for
free wherever possible. And when you get
those opportunities, don't just go and give a speech. Get a camera, record yourself, record the whole speech
and put it on YouTube. Many of my early
speeches you can actually find on YouTube. The reason they're on YouTube publicly available
is very simple because when I'm approaching somebody who wants
me on their stage, they are requesting if
I've spoken before, obviously you see
Ted X pictures, but it's a whole
different experience. When you actually see
the FedEx speech. You see the Google logo, but it's a whole
different experience when you see how I did a fireside chat in
the Zurich office. So those are very
important and I do see quite some mistakes
with early beginners or coaches that don't bring
a camera and just expect other speaking
opportunities to pop by in order for word
of mouth spread, you need time and quantity. So don't wait only for that. Get a camera, get testimonials and record
your full speech. So that's what I did. I started getting, like
I said, these big names. And when those big names, I started opening up specific opportunities
that were relevant to me. In the beginning, I
literally spoke at everything that I
could lay my hands on. And I realized one thing, I was losing time. And because I was losing
time while I was speaking, prepping the speeches,
I couldn't work. So is literally
making less money. It took me literally, I think, a year to realize that public speaking
affected my business. Don't know why I didn't
realize it sooner. And so this is a
warning for you. Don't let it affect
your business. What I did afterwards, however, I recommend you do, which is start picking specific
spots or places that you can speak ad that are extremely relevant to your sales
funnel or your business. I was running a
video tech agency, which was literally
a tech startup. We gotten nominated, we
started getting awards. And so I made sure to apply for specific competitions that could recognize our startup further. That way I could stand
on stage and have relevant people from corporates because those were my clients. See what I'm talking about and see what our company
was all about. Those specific
opportunity started leading to maybe two or
three extra clients. But because we were corporate, those were big contracts
until my speaking, opportunities lead
to actual sales. So that's how I started
using public speaking as actually making
sales for my company. But that's not a public
speaking career. So that's why I wanted to make this video because a lot of you maybe are thinking
about becoming a professional public speaker. And as I was talking
the other day with this client that booked a 167 speaking
opportunities lies here, who is telling the story that he pretty much did what I did. But then he booked like 12 gigs or the year before
that or something like that. And he's talking to his mentor. And this mentor pretty much
said you only did a 12th. How many people did
you reach out to? Apparently was like 15 or something and he got
like 12 speaking gigs. He obviously had a
great story to tell. So you got a great
conversion rate, but he was also very targeted
at who he was approaching. That gave them an idea as
we were speaking about it, he started thinking about what could be a great content
strategy that we were already doing for him that he could utilize into
his own career. So one of the things
that we started working on is making sure that the
speaker reel was good, making sure that there
were testimonials, and that the landing
page was good. So again, a landing page, literally when you buy a course, that's a landing page or you can click the
Buy Now button. Have a promotional video by your speaking career there
and some testimonials. I would recommend
three testimonials. You're literally good to go. You don't have testimonials yet. Try to get one
speaking opportunity with friends or family, or just a local bar or
a local Toastmasters. And ask some people there
while you're recording with your iPhone to say what they
thought about you speaking, that's literally a testimonial. So now that you
have these assets, a landing page, speaker reel and a couple of testimonials. You can now start
looking into scaling a lead generation
campaign because again, you're going to be a
professional speaker, right? This is where he took
over with his assistant. He led his assistant do
a LinkedIn campaign. They would go on Eventbrite
target pretty much all the conferences that were relevant all over the world. Because again, remember, virtual is also a conference
and there's also a ton of public speaking
opportunities now with virtual and
so on Eventbrite, they would find
the organizers and through the name of the
organizer, the organization, they would literally
go on LinkedIn, scatter these people, click, Invite, connect and add a note. And then in there put
a simple message like, Hey, my name is
blah, blah, blah. I speak about these things. People seem to
respond really well. Here we can find
some testimonials would love to speak about. And then a title that
converts really well, which you will only
find after you approach a ton of people. You'll get potential
speaking opportunities. So a title that converts really well could be something
relevant to your industry. Let's say you're a
professional public speaker. You need to find your niche. We cover how to find
an avatar, right? You need to speak to this
avatar specifically, let's say you're a
tech entrepreneur. One of the things that
you could do is you could have a speech
like I had that was named how he became a top
30 startup internationally and got an award or another for corporates,
which is very relevant. How we create a
video workflow for our corporate clients
that create videos in one day instead
of four weeks. These are super relevant
things that if you have a conference with multiple
workshops going on, when people see that
especially marketing people, they might join in for a one-day turnaround
video workshop instead of a four week
turnaround workshop, you need to test out all
these different headlines and experiment by messaging like a 100 people and seeing
which one converts the best. And that's why a
LinkedIn campaign is so relevant because you're
gonna get the quantity. And so every ten people that
you message, if you've seen, you're not getting
any responses, you should be tweaking
that message. And as you tweak that message, you're gonna get to
50 or a 100 messages and you're going to
start seeing responses. Your goal is to get to
20 to 40% response rate. From those 20 to 40%, you're going to need
to convert one to 4% to get you to conferences. Those are standard average
kind of conversion numbers. If you're able to convert more, you're doing really well. That means you maybe have more social proof,
more expertise. People are really responding
to the title of your talk. But whatever you do,
if you want to get a 167 speaking opportunities, you need to message to
the limit of LinkedIn. And currently I think the limit of LinkedIn
when we do lead gen campaigns for our
clients is per account. If you have, I think
LinkedIn premium, maybe it's different
with Sales Navigator, but we tend to not
exceed ten to 13. Invite connects. And then you can
do with messages, I think 50 a day. Again, that's not a lot. You are personalizing
this message, but you have very few characters when you're messaging people. So you really want to keep it to max one or two paragraphs. I would literally
just do one paragraph could be really
short and simple. The landing page
due to talking in the title of your talk. Because when you do a
great lead gen campaign and LinkedIn is flowing
and you're sending, let's say, ten new
potential invite connections and you
have 50 messages. As you grow your network, probably you're not gonna get 50 messages in the beginning, but as you grow your network, you will hit those numbers. You're going to be
messaging thousands of people over a span of months. And as you have
thousands of people and you have a conversion
rate of one to 4%. We're now talking about some serious numbers of amount
of conferences that you're doing for people who
are wondering how you're gonna become a
professional public speaker. In the beginning, you're not going to have a lot
of money with this. But as you start hitting the numbers that
I just mentioned, you hit 3040 conferences, you're actually going
to start getting numbers to give you an example. The first time I
actually got paid, it was literally
just cost price. They flew me out. I paid my hotel for me and my assistance and
made sure that I had all transport and food covered in a different
country in Europe. It's not fancy, but it was
definitely enough for me because for me the
funnel that I had, which was a corporate
sales funnel, the conversions were much
bigger for me there, and so I didn't mind
that my costs were paid. Of course, as you
progress and you have good talk and you have something to share
with big audiences. You're gonna get in
touch with people who are making five
thousand, ten thousand. This person is making between
1020 thousand per talk. Then you can start
getting prices. The best line that
will give you. And it's the one that I
learned from him actually is always just when you did
a speaking opportunity, just ask a simple
question, like, do you have any speakers fees? Usually those are budgeted in. So just asking that question
will allow you to get an idea of whether there is a speaker's fee and what
that speaker's fee is. Because usually
speakers are talking in the speaker's room when all
these things are happening, they sometimes don't network. They sit in the speaker's lounge in the network with each other. And so everybody kinda speaks. They might not mentioned
always numbers, but in some opportunities
they do mention numbers. And so you don't want
to be the odd one out that didn't get paid
in some conferences. They actually do just
have speakers fees and you're asking will get you one. And then as you progress, you'll get more connected, a better reputation, and
you'll be able to just say, Hey, I'd love to
speak at your thing. This is my speakers fee
and so on and so on. But again, that's not for now. If you get to that level, you will need proper campaigns, proper set-ups,
proper everything. But again, word of
mouth is probably going to be the most
important part. The lesson that I
wanted to mention before we close this
type of workshop is because that's where my video agency becomes
quite important. What I noticed with the most successful
public speakers is that they're not
solo public speakers. They have a huge
social media presence. So on the one way you
can do what we did, which is we go out create regeneration campaign specifically around
public speaking. But there's a better
way that I found. It's a bit slower. It'll take a couple of years, but that's when you
will actually get those $50 thousand
speaking opportunities and growth and invited to super
exclusive conferences. And that's secret is actually just growing on social media. Pick one social media that
you're really good at, or maybe one social media
that you want to get really good at and try to
grow on that channel. Had one person that
I met that just picked Instagram and start
growing on Instagram? Yep. Still in this day and age, Instagram was the go-to, not TikTok or YouTube, Instagram and they grew
and started working. Same thing with some TikToks. I literally met a person that a year ago
didn't have TikTok. And then within a year is just blew up and started getting
speaking opportunities, flying to Dubai and all
these crazy places. And then YouTube, my
personal favorite is another one that you can do, which if you grow and
you explode on that, you technically just
need one viral video. You'll also just get all
these invites in your inbox. And the moment you get
invites, you again, just use this one line, which is what is
your speakers fee? And then that could lead to potential opportunities
at our 10, $50 thousand. And hopefully that helped
you with that being said, I'm going to close this video. If you have any questions, please let me know and I'll try to cover them
in next videos.
64. How to market and sell a book on social media: Hi there and welcome
to a new QnA workshop. Today, I'm going to be covering a most commonly asked
questions from he client. We get I would say at least five clients a
month asking this question. Now have to admit we have
a lot of clients who come to our lightning agency and that's how we started
our bread and butter. There are course creators and they outsource like
video content creation, script creation, outline creation,
uploading the platform. We have this entire thing. That's why we built
elite X4, of course. And so we do
everything for them. At the end, once their
course starts making money, they have a newsletter, they have an engaging
client-based, usually they have that
already build up. We don't actually have
to do to marketing. I would say exceptionally, there's a client that
wants us also to do the marketing for them to boost their courses to a point if they
have 0 audience. But usually what
we tend to do is maintenance and
exponential growth. So they have an
audience already. We just have to monetize the audience,
create the courses, and then take that, let's say 1000 subscribers
to 10 thousand subscribers. That's usually what
we tend to do. We created the systems around it and then they kind of
take over from there. But the question that
keeps popping up, after all is said and done is, how do you then create a book
and market that book there, the creation of the book That's an entire course in itself. And we'll probably
will make a course about it if there's enough
demand from you guys. But as of today, and you know, what we're talking
about the topic of this course is marketing. How do you market a book? Especially when this
is asked by a client, you're probably wondering
somebody's coming to you. They want to pay
you, I don't know, ten thousand and twenty
thousand dollars to market and book so that it
can become a best seller. Where do you start? What do you do and how do you even handle the whole
marketing campaign? Again, you probably have noticed if you've
taken courses from us, the first question
out of your mouth, if you're in that conversation, is, what is the goal? Before I dive deeper
into this goal, be aware that this is an unscripted workshop where I sit here together
with you doing a Q&A. So I'm giving you
all the details. This isn't scripted. You're getting the fully
fleshed out details how I hadn't on my
clients and everything. This is very much an
audio experience. You're not gonna see a bunch
of titles flying over. If you're taking notes, don't worry about missing
anything on screen. As you're asking,
what is the goal? Usually, what tends
to be the answer is, I want to become an expert like a market leader within my niche. And that's usually associated
with the vein goal. I mean, let's be
honest at this angle of the bestselling author, there's a bunch of
YouTube videos that explain why this is
not really a goal. It's pretty vein because it's a metric that doesn't mean much. Because to become a bestseller, let me explain this and
if a client brings it up, you'll be able to explain, obviously don't
dismiss anything. You just explained the
proper theoretical reason why the metrics don't make sense around becoming
a bestseller. In order to become a
bestseller, again, you can just YouTube
it a couple of convenience made
a video about it. You need to just pick
a niche that doesn't have a lot of traction
within Amazon. And then within that niche, you can just put in your book and then make sure that there is a proper launch happening
a week beforehand. There's a great
book called Launch, and it shows you how
to launch products. But pretty much you
want to have a lead up to the event of starting
this launching this book. If you have a big
enough fleet up and I'm telling you in some
niches on Amazon, this is like five sales. So this could be like five
of your best friends or just do boyfriends,
girlfriends, family members. If you have like
five of these sales, you instantly become
a bestseller. And that's why I
call it a vein goal. It doesn't really help
and you can five sales making your best seller
isn't going to do anything. On the other hand, there are other niches
where it becoming a best seller is
incredibly hard. If you're trying to achieve
bestselling status, just pick a different
niche where, you know, traction is low. Maybe fiction or something, a specific fiction that I haven't checked out all
the niches of course, but just make sure there
aren't a lot of sales happening and then put
publish your book in there. And then we didn't five sales, you'll probably be a bestseller. But once you've explained that best-selling is not
specifically a goal to achieve. What you actually want to
achieve is a proper funnel. The book is the first
introduction to your funnel. And so the metric and the goal that we want
to achieve when, when the first question
again is becoming a market leader within a
specific industry or leash is to ensure that the person who's buying the book doesn't
stop at the book. I find that one of the most interesting people that has accomplished that
is Darren Hardy. Many of you who are listening
to me might know who Darren Hardy is for
those who don't. He's a Magazine editor for
success magazine is quite important in the
personal development space. And he's been in
here for awhile, I would say, very interesting
person to follow. But what he tends to do
is he would launch books. And then obviously his books were referred to the magazine. But then he would also create these other types of
content like Daren daily, where he would
publish a free video every day in your e-mail inbox. Every morning you
will be receiving an e-mail about
personal development. And so through his book, you'd go on his Daron daily from which he then sells courses. And my girlfriend
actually bought a course from there in Hardy. It was literally, I
think it was like a 1000 or 2 thousand
bucks or something, but it was literally
a recording that he did at some retreat
or some conference, super impactful of course, super good conference and learning lessons and
community and everything. I'm not downplaying anything. It's just to say there's an entire funnel
built and he has done a brilliant job at
creating that funnel. But at the beginning
of that funnel, in order to become an
industry leader is a book and then a free course
and then a paid course, and then retreats
and conferences. And so as the goal is
this simple question, what leads out of that simple
question is so much more. If you have a client
like that who actually has the budget to
achieve these things, you're in for quite
an intense ride because you're not
only building a book, you're building a sales funnel. I've described this in
a different workshop. When you're creating anything, a lot of people who are
marketeers tend to forget that marketing is just an
exponential growth of sales. You have a product, you have a system
on how to sell it. Your fulfillment is
properly figured out, and that's when we ignite marketing and it
tends to explode. And if you've done
your sales funnel wrong and your
fulfillment wrong, when you pretty much poor
marketing on top of it, it's literally going to
explode in all different ways. It's gonna leak and
you're going to start putting out fires. You've probably heard
that term before. In order to not put out fires, we start with sales. We started with creating
a beautiful sales funnel that is
properly tested and made sure that as
much automation is built-in into the fulfillment and the customer
service of adult. If you're having
that conversation, if I'm having that
conversation with a client of mine and
wants to have a book, they already have a course, then we pretty much think
about it logically. A book is anywhere
between 10, $20. I actually know
books that are $1, but then gets sold to
3 thousand times a day because it's $1
price on a book is not so relevant when you
start realizing what the goal is actually
demanded from, from you. So be aware when you're having that conversation that your book doesn't always have to be 10, $20, you can have
a $5 or $1 book. The most important
part, however, is the next step in
the sales funnel. Because once the book is written and it is
a very good book, you can now create something
that is either free or very low opt-in or what I love to do is pay what
you think it's fair. Something that keeps you on
the radar with these people. And then also something that can keep that can keep you
launching products to them. Now this isn't to just sell and milk everybody out
or something like that. Again, this has to
do with the fact that if people read your book, they're gonna be fascinated. I mean, I don't know about you, but I once read a book by the president of Pixar and
I was so fascinated that if he had a Daron daily
wear literally every day he would post like his mindset thoughts or
what he did that day. And Pixar, I would sign
up in a heartbeat, I would, I would probably
pay for that as well. A sales funnel is
built around demand. People want something
and they're willing to pay for it
because they wanted. Your job at the beginning is not to think how am
I going to market this? How am I going to make
this successful book? No, Your job is to create
a funnel that gives the people exactly what they want before they
know they wanted. Book that refers to something
that keeps them engaged and makes you the
expert in that niche. And then from there, something that you
can actually sell at a high ticket level so that you can create even
bigger ambassadors, create massive events, create a community of people
that enjoy your content. And so that you
actually do become an expert leader in that space. And so do consider $1 books. Sometimes there were
$7 books or $10 books. But one downside I would mention with a book and the
pricing structure there. If you are running paid ads on a book and your sales funnel stops at the book or your
initial one-week sales funnel. Because one week is
usually enough for you to know if an ad is monetizable properly
unless you already know the full lifetime
value of a customer. But we didn't the one week. That's kind of how
I like it because I actually know what's happening with the money that I put in. If you're running paid
ads and your book is $1, but it costs you 20 bucks to get somebody
to buy your book, then you're quite
a lot of trouble. And so I would say, don't go for the $1 model unless you already have
people coming in buying it. Most of the people
that come to us, they tend to have a budget
and they tend to have people already Talking about them
and they have an audience, they have some TV presence,
maybe YouTube presence. It's not really necessary to
run paid ads at that point. If you're starting out, you need to probably run paid ads. And then what I noticed, especially after the
whole apple the buckle and the privacy update
that they went through. Books under $20 did not
seem to be profitable. Nowadays when we
run campaigns or from what I hear from
friends as well, that you need to be
between 20, $30, at least in order to just
get an ROI on the book. Unless again, there's another, I would say tactic
that you can use. You can have a $20 book. But instead of
selling it on Amazon, you sell it on your own website and then you set up
a shopping card. There's a ton of software
we use thrive card. It's a great one. If you're interested in like an affiliate
link or something, you can always ask me, I can reply the link and then
you'd be helping us. But you can also just
type in Thrive card and then you can get the
lifetime shopping cart. Now, the good thing for a
shopping cart like Thrive card, as you can put the
Facebook pixel coats in there and the Google
tech stuff in there. And then it will track your
entire cell phone for you. And then you have this $20
book or $10 book or whatever. But then within
the shopping cart, you can always add an upsell. You could say it's $20
for this book, my ebook, but if you add in for
ten more dollars, you'll get the
audio book as well. Then as they click that, they'll get to the next stage. And then the next stage
they're asking for $87. You could get this little mini three-day course
or something like that. Or again, on my daily
productivity videos and there'll be
sending you 300 videos a year or something like that. Suddenly the lifetime
value within a span of 24 hours would go from $20 to maybe an average of $50 because not everybody's going to buy that
three-day course. Maximizing things. Then another thing
that could happen is people buy the book. Then 41 extra dollar, they get to go to
a Facebook group and we didn't have
Facebook group. Everybody's raving about the
three-day challenge and so people get jealous and they want to bite a three-day
challenge as well. And so now you're maximizing the whole funnel from the book. So that's kind of like
the sales funnel. Whenever people ask me like
how do you market something, I always go back to the fundamentals and the
fundamentals is a sales funnel. Are you maximizing everything from what you're getting
from the client? Are you giving the
clients what they want? Are you meeting demand? There's clearly a demand. If you've written a great book, they want more from you. If you need to meet that demand. And only then do we put the gasoline on the fire
and we start marketing. Now, the paid ads are working, the sales funnel is working. Now the question is, how
do we market this book? While I would add to that, that it is much easier to
sell a book when you are ready have organic growth
and inorganic presence. And we've covered that in
different workshops and indifferent course videos as
well around social media, which is, how do you build an organic
following on YouTube? And I would recommend
you to check out those videos as well. But in essence, build
up an audience Tiktok nowadays I had a
podcast episode would a couple of YouTubers who have a couple of million subscribers. And almost all of them say if you don't want
to run paid ads, I would suggest to go
on Tiktok right now, just get a bunch of people. It's so easy to grow now. And tiktok, you have to say it takes a couple
of weeks to figure out, especially if you're
not used to it. But then you grow and Tiktok and you have these
call to actions that lead to the book or some
parts of your sales funnel. And then from there, you can always
revert them back to other social media
parts that you follow. The one that I
recommend, however, is going to always be YouTube. Right now on YouTube
is the most stable. It is the easiest
platform where you can actually turn
subscribers into buyers. We actually had the
general manager of TikToks Central Europe
on our podcasts, had a two-hour conversation
with her on the podcast, and then off the podcast
we talked still a bit and then on a good
note called before dad, we talked for an hour. She's like a
professional bodybuilder and she had a competition
in the Netherlands. But completely irrelevant. But my main thing that I'm
starting to realize as I talked with Tik Tok and we had somebody
from Reddit over, we had something
from Google over. The main thing that you're just noticing from these platforms is they just really want to
keep people on the platform. They don't want people to
go on your newsletter. They don't want people to go on your website by your book. Want people to keep clicking
on all those videos within the platform and just
stick within that ecosystem. I recommend from all the evils, I guess I would
recommend YouTube as one of the best ones. They seem to be the
most creative friendly. They do think about
the creators. They think about their
advertisers as well. And they kind of
still allow you to, especially like with the links, if you post the
link on Instagram, It's like not clickable anymore. But if you post a
link at the top of your description on YouTube, it's literally clickable and you don't even have to click, See More or anything. If you have a book,
start a YouTube channel, posts one video a
week or something. My recommendation is
always every four days depending on your niche. But most niches like every four days seems
to work really well. If you can post
more as long as you can do it consistently,
postmortem. Youtube shorts is a
big thing as well now. But then keep posting
consistently. And as you grow your
YouTube channel with evergreen content, we explain that as well
in the YouTube workshop. Like evergreen content
is trending content. As you keep growing
that on the first line, you'll always have, want to see more or want to
read more about me. Here's my book and then there's a link to the Amazon or to your page where you have this entire sales
funnel built out. And so he started
noticing that as you create these like
organic followings. And at the top you have
this leg book link. There's so much value in
creating the sales funnel first, creating a sales process
that just isn't going to explode when you pour the marketing gasoline
on top of it. Because now you're
pouring YouTube bonded and let's say you become
extremely popular. Let's say you get 100
thousand subscribers, which is a lot. Nowadays everybody has
a million subscribers. So people think it's not a lot, but 100 thousand is a lot. And you can easily easily make, I would say like two
to 300 thousand a year if you properly
monetize your channel. I've seen people make
way more in pat them on the podcast with a 100
thousand subscribers. As you're pouring that
marketing gasoline on it, you're now maximizing the lifetime value
of your customer. Not only are we maximizing them, you're also able
to take them off the platform and
create and put them on your little business
platform where you have full creative control and interaction without
having to boost your ad. Again, even YouTube, even though it's the best one I would say, with how they expose your
subscribers to your content, they still force you to have
this notification bell on so that your content actually pops up in their, in their feed. Sometimes YouTubers
and I followed, they just don't pop up in my feed on unless I searched for them because I haven't watched
them for like two days. So it's really sad. So your first goal
is to get them off the platform and onto that sales funnel that I've been describing for the
last 20 minutes, that's kind of insured, How would the conversation
wouldn't be going if the client would
walk up to me and say, How do I market a book? And then my first question
would be, what's the goal? The usual answer is
becoming a market leader. And then again, the sub-goal
is a bestselling author. Again, not specifically
something you need to achieve because
a good sales funnel, It's going to lead
to so much more than bestselling author
best-selling is something it will follow later. And it's not specifically a
metric that is so important. I would say a better metric
would be to have an events and I had a case study that I explained in a different
workshop as well. But pretty much like
create an event. A hundred, two hundred
people in there do a little bit of a workshop setting like I'm
doing here with you. And then just explain in that record that event
created a course out of it, and then create this
little sales funnel because the social proof you'll be getting
from that event, which by the way, a hundred, two hundred people you'll be getting at least
tend testimonials if you have two camera guys
or girls walking around, doses, ceremonials
are gonna be so much more worth than any
bestselling status. Which again, like I explained, if you really wanted, it's a really easy trick. Just find a niche. You can go on YouTube and search for how people trick the system. But you find a specific
niche where people buy two books a
day or something, find three friends, let them buy all at the same
time and you will have bestselling status for a couple of hours or
a couple of days. Take the screenshots, put it on your landing page
and you're done. It's really not that hard. But in short, that's how
I would market a book. And then also how I
would scale the book, makes sure that
the lifetime value out of your customer
is so much more. And then from there, go into different avenues
to market your book. Youtube at the beginning. So hard to break through and
it's not very monetizable. But if you have this
book on every page, then maybe one person will buy for every video
that you post, and suddenly it becomes
relevant to post more and more. One of the things that
is very important that I have to keep reminding myself. We help clients build their channels and
built our own channels. Social media and
marketing in general, it's never like a linear
growth Salt Lake, you post one video, you get ten views and then a year later you
still get ten views. Social media marketing is, it's always like an
exponential growth. Growing. Ten views tend views, ten views, and suddenly it's
like 10 thousand views. And then it goes
down and it's like five years, five
years, five years. Suddenly it's a 100
thousand views. So you just need to keep going, need to keep iterating. Again, if the goal is to achieve this market leadership like your expert in this
specific niche, than the book is going to be such a small part of it,
but an important part. It's like, it's like infantry. Soldiers. Soldiers are
extremely important. But if it wasn't
for the general, there wouldn't be any strategy suggests soldiers is
definitely not enough. So you're definitely in
this story, the general, but the book and the
soldiers need to be the highest elite class. Because if you have
great soldiers, it's just gonna be
so much easier down the line if you have a great
beginning sales funnel, if your book is greater than he's just great testimonials, it's gonna be much easier
to convert them to courses, to audio books and create
a bigger lifetime value, getting more raving fans, people who want to join
events and stuff like that. So you all very
much connected and so everything is
going to be very, very important and
that whole process. Yeah, So that's kind
of a short wrap-up. How to market a
book the best way, I guess if I would
leave you with a final, final thing is make sure to do a little bit of
homework on this thing. Look for the book launch. It's a great book that explains
how to launch products. And then in general, if you're struggling with
the whole concept, read a couple of sales books, figure out how
sales funnels work. Or we have sales courses look into like how
sales funnels work, how you create an avatar, how to maximize your sales
funnels lifetime value, how to create a loyal customers, how to do ethical selling. These are all topics
that we cover. And so that's
definitely homework you need to do if you don't want
to go through our course, of course Google, it's very simple to find all these topics. Then if you feel comfortable
with your sales funnel, that's when you start a start, I would say we've paid
ads or marketing, YouTube or organic growth or paid ads whenever
you want to do. Then from there kind of
taken and see what happens. I hope you enjoyed this. And if you have any
questions, of course, just let me know and I'll try to dive deeper or explain
a little bit better. Maybe I was not covering
in deep enough, but just let me know
and I'll cover it in the next workshop video.
65. How to market an app: Hi there and welcome
to a new QnA workshop. As always, I'll
keep reminding in case you haven't
seen other videos. This is not a visual workshop. This is very much as if
we're having a call together and we're sitting
in a coffee shop or meeting each other and
you're asking a question. I'm gathering questions.
My team is gathering them, giving them to me on my iPad. And I'm answering them here in a studio because it's
nice and quiet and we can sit together and I can just calmly answer it the
way I would if it was a coaching call and
just kind of give you the whole story behind it
and flesh out the details. It's true you can't really
interrupt a little bit and ask me more details if
you have more questions. But I would suggest that
you do that by just going through the platform and
asking questions that way. I'll try to answer
as much as I can. But again, don't dismiss I have an entire team behind me
that has done a lot of the things together with me and they might answer things
even better than I do. So just ask any question and you'll definitely
get some type of answer. But today, I was scrolling through the questions
that I got today. I have a couple of
questions and I categorize them in my iPad around
the topic sales. Now, this is mostly sales
and marketing related, but I kind of bundled all of them together
and then realized that a lot of people are
asking questions about how do I sell event tickets, how do I sell an
app that I have? How do I sell a book? How do you use marketing
to actually grow big? We get a lot of people
that have courses, a lot of people that
have online products. They started to funnel. They read a course somewhere where they created a product. And somehow they're
struggling with just getting sales and clients. And I'm getting a lot
of these questions. I decided with the
following workshops that I will probably cover more of the sales and marketing type questions
because at the end of the day, how I make my money is with my agency and
there we get clients, usually they're medium-size to corporate businesses that come to us with a specific product that they need to sell more. And either we get contracted to create the video
content and rounded, or we're lucky enough to do the entire campaign
that year with it. And so that's kind of
how we make our money. And that's probably why you're listening to
this video as well so that you can hear the stories of how we either
convince our clients, how we do those meetings
and then how we actually do the
practical step to step things with those
after that meeting. Of course, it's
theoretical application is ready in the courses that's
where everything is scripted, we tried to get as much
fluff out as possible. But in these Q&A workshops, from what I'm told, the stories can probably
give you context. And through that,
maybe you'll be able to thrive just like
our coaching clients. That being said, I want to dive into the question of today, which is, how would you
sell and market and app. Now I didn't get
much more than that. I'm going to dive deeper into
it from different contexts. The most, a common
contexts that we deal with is startup related. And so I'm assuming that
most of this will cover, most of my answer will cover the questions that the
audience might have. The reason we do
most of the time with startups is because, because of our event, we get about two hundred, one hundred and fifty to
200 applications per event. And then obviously our
winners win prizes and most of those prizes
have to do with us contributing for free, creating their content, branding and connecting
them to our clients. And then when they actually
make money and everything, usually they do choose
us as their supplier. And so we really are
at the beginning, beginning stages with them. And then when they
finally get budget, we really need to
kind of lay out their entire campaigns for now. I'm going to give you that
context because I can imagine that if you
are just starting out, you probably want a couple of sales and you want to
go into a couple of startup companies and tell
them that you're able to do something for their app. That's why I wanted
to share that. We don't get a lot of corporates asking us to market
and sell an app that usually is already part of their entire branding
and marketing campaigns. So it doesn't happen very often. Which startups? How
does it usually go? Okay, The first things first, whenever we get a startup and they have an
idea for an app, what we're used to is that
they are very, very technical. That is a big issue when
you're talking about branding, creating video content,
creating a marketing campaign, and budgeting for that year. Because when they're
very technical, they don't realize that all of those things
costs, costs money. A lot of money. We'd have to be
somehow creative and find ways where we can, with very little budget, achieve pretty extraordinary
earlier results. So that we can prove
that whatever we're saying is worth investing in. When you have technical
people, It's again, hard to convince them
unless they see results. At the beginning stages, you need to focus on results. That's why performance
marketing as a skill is so valuable. My goal and usually what
I tend to suggest before anything starts is to sit down with the founders
for sure to CEO. And if the founders
are available and the person responsible for
marketing in one room. And we've done this a
couple of times where we have a half a day
working session, then we usually
tell them, Listen, you probably want a video. How about you pay
one or two more? And we do a half a day
working session where we actually brainstorm
about values. We brainstorm about where you
want to be in the future. Also about your wonky fan, which is another term
for Avatar and so on. And that way everybody
within the team is aligned. Because I've seen
many times that startups come to us and
we didn't six months has some type of change within the organization where
the marketing person isn't the marketing
person anymore, one of the founders
gets kicked out. And so all of these things
are just completely vanished. The values are not on paper. Branding guidelines are
nowhere to be found. And so when a new person enters, an entirely new
discussion starts. And so in order to avoid all of that drama and to put the startup in the
best possible scenario, but also to protect ourselves
six months from now. But also Wednesday started
growing and actually have budget to already
have a foundation. As you might have
noticed, I talk about foundations of fundamentals
a lot in these workshops. We do that half a day workshop. We don't want a lot of people, usually like three to five
people max in that workshop. And we really start
very much like the Golden Circle
by Simon Sinek. Why do you do what you do? How do you do it? And what is it that you do
exactly what her to products. What are the steps? What is the process? Who are you targeting
that type of stuff? Because again, startups tend
to have the global lines. They tend to have some
type of products, but they really don't have an
idea about the one key fan. They really don't know what
colors they've chosen. Did you slap some
colors together and not understanding
if they even fit together or are trying to get
the emotions out of there. One key fan that they
needed to, for instance, one of the examples
that we've found is that when you're
approaching males, so a male demographic around
the millennial generation, colors like black, white, red. These are pretty good colors and pretty premium colors
that you can invoke. Silver does well around
these generations. But then when you're looking
at a female demographic, we found that other
colors like purple, green, and white, those hyper colors
seem to perform way better than
the black colors. We run landing pages and
we see what tends to work. And then somehow the feedback
in the female categories, it's more friendly, people
are more open to it. And when you look at
the male category, they're more giving
feedback like, Oh, this is way more premium. The other one looks
too cutesy for me. So we've literally had
those feedback points. And so these are things
that obviously would each new marketing campaign
you need to test out. But after a while, there are some assumptions
you'd get to make. And then obviously before
you make that assumption, you double-check with
very low budget. But so when you have
those assumptions, It's very good to then
against sit down, write everything down in
a branding guideline. Again, a lot of startups don't have a
brand new guideline. We didn't even have a
branding guidelines. The first four years
of the company, we were just making
sales and growing. When we started working with
a lot of corporates at 1, we started doing tender
applications tend our applications
are when you are approaching for
governmental organizations, they can just pick and
choose a supplier. You have to go through
democratic process. It's like a lot of paperwork. And one of those paperwork says you need to have
proper guidelines, you need to be
properly certified. You need to have a proper
hierarchy within the company. And you need to have proper branding guidelines and legal terms and all these stuff. For very long. We have very
vague branding guidelines. But the most important
part is that we had a clear mission guidelines. We knew what our mission was, we knew what our values were, and we knew how we were
recruiting people. And I think that's partially why most of our success
was maintained. But we definitely don't
make that mistake with startups anymore. That's literally the
first thing we do. We put everything
on paper that is being discussed or a net
half a day workshop. If you don't know how
to sell to a startup, how about the first thing
that you sell to them is a half a day
Branding workshop, where you really key
out everything you need in order to start a
marketing campaign. So we're not even covering how to market an
app or anything, or how to market whichever
product they're doing. We're literally aligning
the top people in the organization so that they
speak the same language. Know that they're targeting
the correct person in case some of them
leave and new ones enter. That there's no discussion
about readjusting courses and doing things differently because at
the end of the day, they're outsourcing
specific things to you because you are the expert. When later a new CMO
enters and they have some discussions and
they want to get into a debate because they're
doing things differently. You can still mention
to them, listen. At the end of the day, you
might do things differently, but your product is the same, the mission is still the same because if founders are still in the organization and you're still targeting the same person, how about you just trust us
and let us do our thing. If you ask them questions
about things you want to see different than do
that in the feedback. Unfortunately, I've
had that discussion multiple times even
with corporate. That's why having things on paper is so crucial
and important. Yeah, I would rather
waste half of my day doing these types of workshops for
very little money compared to a video that
might be 15 or 20 K or a marketing campaign that's six figures and then charging
them like one or two K, which is usually a
deposit to the contract, even that way they're guaranteed that they're
going to buy from us. But yeah, I waste my day
doing that because it's going to save us so much
heading down the line. Of course we're
gonna have entire, we have entire videos explaining one key fan how to
properly build an avatar, how to properly market research. And those are five
to six minutes. I'm not going to dive
too deep into that here. But once you have
everybody aligned, it will give you
a lot of clarity about what they want to achieve. Do they want to be Premium? Do they want to be mid-range? Do they want to be
very accessible? Who are we targeting or
targeting male, female? Are we targeting children, seniors, you know, all these things are
gonna be so relevant. You're gonna get all the
assumptions on paper and that the CEO might have the CMO, the founders, all these
different people. Maybe they invited
like an inter, I don't suggest to have interns there because really you want the most important
people that are gonna stick with the organization
for next ten years. But let's say the intern
is a really crucial and this in turn is
going to get higher than stick around
for next ten years. Maybe that you have to invite
the internal long as well. And then I don't know that they take notes or something or they contribute with their
opinion or anything. And so you take all
of those things. You have, the workshop at the
end of the day should have pretty specific
goals ticked off, which is clarity, clarity and transparency between everybody
in the organization, including you because you're
outside of the organization. So the outsource party, which is the supplier in this
case and us in this story. Now that all of this is
on paper and there's clear communication and there's a clear limitation and
kind of budget allocation. It becomes much
clearer how to market the product probably
during this half a day. You've also given suggestions. I usually do this
workshop with someone. I would never do
this workshop alone. I always asked somebody
to assist me there. You've probably given some
suggestions and then seeing the reaction of the CEO or the CMO and how
they react to it, then you know, that's probably not going to work, That's
probably going to work. That doesn't align
with their ambition, that does align
with their mission. Now you start talking
about the past. What have they achieved
if it's an app? So obviously the questions around an app in this workshop, how are we going to go
specifically market and app? And so an app, well, very simply, you are going
to look at past results. What have they achieved already? How did they achieve it? What is the feedback? Is there feedback? You'd be surprised,
even with corporates, how many times there
is no feedback. I remember one of, one of the examples that
I can share a story here was a guy was building
that active ware, so the fitness type gear, and he was scaling that company. I think they had about a
million a year revenue or the first million
or something in sales. And apparently, there was no clear guideline
on branding there. There was no real colors, which is black and
white and a nice logo. There was no clear future
marketing campaigns sent out. And apparently there was just this word of
mouth interaction. The guy was great salesman. And so obviously he's gonna get a lot of sales, great product. But apparently it
never asked for feedback from his clients. He didn't know how he
was doing and he didn't really know if he could get repeat customers from
these other clients. And so he had this book of hundreds of clients
at that point, or maybe thousands of clients. One of the things that we recommend doing was
sending an e-mail and it was pretty much
could you give us like to send fill
out this survey? I think it was SurveyMonkey or something like a simple link. Click the link. There were two questions
that they needed to answer around who they were, which socials they
hangout on and what they're looking for in the
future from this type of wear. And in return,
they would receive a free hoodie with
their logo on it. And you'd be surprised
how many ordered, not only how many
ordered when they received that free sweater, they realized how good
the quality was and they ordered more of
those sweaters as well. So there was a couple
of a 100 K and sales just coming from a
feedback survey. So same thing with startups. There must be some
users already, otherwise they wouldn't
be coming to a marketer. And so most of the time, the first thing that
needs to get done is properly analyzing who the existing customers
already are. And you know, where
to hang out properly setting and one key
fan analysis of them. What are the social zone
where their pain points? What do they want to
see in the future? What do they like already
about these things? And in return, offer them
something that is relevant. Maybe, sorry, maybe your app is like has a
subscription fee to it. Maybe it has something
that is paid to it. Maybe there's merchandise
associated to it, offer something of value. A lot of people do
Amazon gift cards, so we don't really recommend
that because again, listen to the story I
just told that it was an active wear
company and they send out a sweater and
because of that, they got more orders. Find something that actually promotes your product and get, and can get potential life more lifetime value
out of a customer. Obviously something
that is actual value if your app is free
and you're giving them a free subscription to something when the app is already free
doesn't make sense. But for instance, if your
app is free but runs ads, you can give them maybe
a month of free ad or a week of free ads
on the absolutely, they don't have to see ads if they just fill in the survey. And if a week doesn't work, maybe try a month and experiment just tried to get
a lot of answers. As ADH works out, you can now continue
building this one key fan. Now we know this is the existing
user base that we have. They're pretty committed. They want to form a community
and we know which social stay hangout with
on the hang out on. They realize they've
also given us an indication of how they
got on the platform, how they found us, you'll be able to know
where to put your money in. One of the things that
we noticed is a lot of potential clients come to us and they want
to commercial. Usually the budgets for
commercials would be starting at ten to
15 K for startups. And this sometimes we tend to do is we have an equity exchange where they pay something like cost price in return for
equity in their startup. That's actually pretty common
and it's something that I learned from accompany
in Los Angeles. I pretty much took
it over and it seems to work in Europe as well. Instead of right away, obviously when there's
equity involved. But just in general, that's
how we do it with clients. We don't want them to
waste money if they waste 10-K. on me and that is
potential loss of sale. If we make a video for
them that doesn't convert. Whereas if we take
the same ten K and we're able to create specific type of content that actually converts
more customers. Suddenly they have
more marketing budget. And so now we could actually
make that commercial video. So never take the fast Monday, always find exactly what your client needs because
that's why they're hiring you. If somebody comes to you for
a commercial or a video, sit down first with them, do a proper workshop, find out who their
clients are and do a proper analysis by sending out surveys and
only then tell your client, Hey, okay, I know that you want this commercial and we're talking startups
here, of course. But I know that you
want this commercial, but how about we take that money and instead
of doing one commercial, we divide it up because a lot of these people came from
tiktok or something. And we make this large
documentary style thing. And we cut it up into like 30 pieces that we
can blast out over tiktok and branded and what
have you instagram Reels, YouTube, short stuff like that. So suddenly you're
maximising budget. The thing that will
happen is there will be short-term
results that we'll get some dopamine stimulants for your client and they're
going to associate you with, first of all, not being
a quick Monday grab. And second of all, actually kind of knowing
what you're doing, which means that for
the next project there's gonna be trust. You're going to have much
more of a discussion of like, Hey, listen, loyalty
is a big thing. You got to trust us because we've seen what we've
done in the past. We know what we're doing, just kind of trust those, give us a budget and
let us do our thing. So now that we didn't do
the quick money grab, we've analyze their
client and their users. We now know roundabout where
most of the users came from. So now we take their
budget and we figure out if the user is found
them through Tiktok, then we know we have to invest
in making Tiktok videos. Maybe it's not even
Tiktok treatise. Maybe we have to hire a TikTok influencer and
collaborate with them. Take the ten K, split it up
five K to the influencer, five K to us. By that create way
more valuable content. Again, that short-term
value when you have technical founders and
startups and don't have a lot of money to burn
is super valuable because then more money comes in because they
can get investors. There's proof now, more
users, there's growth. More users means you
can monetize as well. And so at that point you can sit on the table
with them and say, Look, Listen, we've achieved
the basic fundamentals. Now we have traction. We know where to users
are coming from, we know how to market to them. We now need budget because at this point we need
to get paid ads in. We need to diversify
and social media, maybe not Tiktok anymore. Maybe we should go
deeper into YouTube. Maybe we need to do Facebook
ads or something like that. As maybe we don't even need
to invest in video content. Maybe we need to
create infographics that display how
your app is more valuable than a different
competitor AB that is famous. I know one add
circulating on Facebook, they're constantly targets me. It's a webinar software and
they have a lifetime price. You pay one price and you have forever this webinar software. And they always
compare themselves to all the big ones that
are existing currently. And there were 60
bucks or 70 bucks, and then it's like 400 bucks
a year for this software. So you can buy this now inhabit forever or
by the other one. And so in these types
of infographics could be even more valuable
than a video. There are all these
types of campaigns. Again, the original question is, how do you let me grab my iPad. So I got this right. How do you sell and
market and app? So the first thing is
figuring everything out. Once you've figured
everything out, we now start properly achieving more users
and more users, finding out if what the users gave him the
feedback is correct. Are those platforms
attracting more people? Do we have a format
of content that we're creating that actually converts these people to become users. Of course, when you're
collecting feedback, test out things that actually makes them want to
give you feedback. And then once the week trial
is over without the ads, for instance, RNA
actually paying now to have an ad-free
version of the app. Because now we've
actually started monetizing something in the process of just creating content and analyzing the users. And so now you have
a paying client. And so the next steps, level two of marketing
and sales within an app, I would say is the
next steps would be, let's go and start
monetizing little things from a select Beta user. You can call this
the founder circle. You can create an exclusive deal where it's like, hey guys, do you want to
come in ten people allowed of lifetime
founders deal? And the only thing
we ask from you is that you give
feedback and you keep iterating and being honest with us about how we can
improve this and do this further in most of the DeFi projects
on the blockchain. So all of these
like Dow projects that haven't been doing
well during the market VIP. But the idea behind it has always been that
decentralized finance. These Dao projects
are just a bunch of people that don't want one
CEO managing everything. They just want the
people by voting, to get a democratic kind of app. You can create
something similar. You can create this
little Founder's Club. And then democratically there'll be building out your app. But above all, you'll be monetizing the app and
making sure that it is indeed the case
that you can take free users and convert
them into sales. Now the reason I don't advise
right away to monetize everybody is because it
can lose people over time. And so growth is more
important than monetizing. But having a proof of
monetization and again, having a proof of building more users because of all the
data we gathered is gonna be super valuable when you go to an investor and
you obviously show all the metrics
and you show that this agency helped us with
creating all of this stuff. And clearly there's
a spike now of users and clearly there's
more potential. Here. We even have this little
Founder's Club and they help us decide about where
the app is going. So not only do we
have all our users, we actually have proper
community that is involved. And so then we only need
investment to grow this app. The beautiful part
is that as you're growing the app and you were
approaching these investors, all the content that
you've now created, again, based on the feedback, will have social proof,
it will have likes, it will have shares, all these things that will go into the investor pitch deck. So these are all things that you can also mentioned
to the investor. Our experience has been that if things actually go really well, that content suddenly also gets picked up by major news outlets. And then we just screenshot
those articles and they also go into the
investor pitch deck. Very, I would say
in the beginning, very much the first year, most of the things
that are happening in the app kind of
industry and niche, which is a little bit different, I would say than
other businesses, is very much a social
proof and branding game. You're putting a lot
of profit on the side for the sake of just social proofing and
branding your organization, your app to a point where
it's undeniably cool. And then from there on you start figuring out like
monetization policies. But of course, it's very important to do a little
bit in the beginning, my experience from
investors at least and all the judges
and ambassadors had our event has always
been that they look for some type of monetization. Because if an app shows up
and there's 0 monetization, then that's usually not
the best type of scenario. Some type of
monetization kind of a small founders group
that is involved. Those are all amazing
signs for investors. And so it will allow
also for you to ask that founder steam
to be involved in SME. If we monetize what
we'd been the best way, what are you missing
in this app? If it's a gaming app, maybe there's specific circles
that you need to pay for. I mean, look at some of these expensive
games like Fortnite where you have to pay to have a specific skin and
stuff like that. So there are multiple
ways to monetize things. There are multiple ways to
sell and to market and app. But I would say again quickly summarizing because we've been speaking for almost
half an hour, just be aware of everybody and everything
that is involved in the app. Makes sure that the
founder, steam, and the most influential people behind the company
are on one line. And it's all on paper within the branding
guidelines so that it doesn't shift in six months. If it does shift that, mission statements and
values don't shift, the course of the app
might shift, and it is, it is true that the
wonky fan might shift. But the mission statement
and the values should technically not sure if I
have an experience that much, that that would shift. But in any case, it's very
important that if it shifts, that they're aware that
it's going to cost money. Because at the end of the day, with those type of
technical founders, they need to be aware that they cannot just say something
and then an agency, she's gonna do everything, invest all of their
money into it. And then eventually
they're going to decide the complete opposite. And somehow it needs to be
done within the same budget. That's why all of
these things need to be clear and on paper. And then obviously, when
you're dealing with startups, you need to be super clear about these things because
they do have limited budget and you
really shouldn't be just taking money for the
sake of taking money. That's why I always
say in the beginning, sometimes a startup organization especially might not know
what they don't know, which is why you need to force them almost
to ask feedback, send out the surveys. And then based on that, you
create the plan that you then allow you then to propose
and let them approve it. And maybe you can have
even multiple plants and they choose a plan. And then based on
that, you can start executing and then they're aware this is going to cause
so much in case we change our plans down the line, then it might cost us more. Transparency is like the number one thing
you can provide. And it's probably
going to be 90% of the reason why
they're gonna choose you as the person who's
going to mark it to the app. If you can just provide
clear transparency around pricing and
what you will be delivering that way
if later they got an investment deal in and
they've changing everything, there'll be aware transparently that they have to pay more
for these type of things. But that's kind of a
short as I could put it. How I would sit down
with a founder, explained how I
would handle it and the steps for the next
two to three months, I would say of what we
would be starting with. I probably would add to that that most of my money
in the beginning, if it's a really
early stage startup, would go into making sure that there is a website
that looks good. So it's not embarrassing
for the startups and investor pitch deck
if they're looking for investors, making sure, like I've mentioned throughout
the entire workshop, there are articles, social
proof, all that stuff. Then the last thing that
I always recommend, and it's like my
number one thing and I would say if anything, that would be the first
thing you'd be investing your money in its testimonials. The best thing is always video testimonials because
there are undeniable, you can always take some parts out of it
and just write it down. Video testimonials are the best. Getting testimonials on trust pilot or something like that is also great if you can't
get video testimonials, but definitely invest
in those things. Testimonials are going to be your number one thing that is worth all the money that you
might have for marketing. Because I highly believe that no matter how big you
get word of mouth, it's just gonna be
the number one thing you want to be investing in. But yeah, that's it.
I hope you enjoy it and I'll see you
in the next video.
66. Difference between marketeer and growth hacker: Hi there and welcome
to a new QnA workshop. As always, this is very
much an audio experience. Yes, we have video of course, but this is very much made for you as if you're asking
me a question which you can do through the
platforms and I'm entering them while we're sitting
and having a cup of coffee. Of course, you don't have
to watch the whole thing. You can do other things
while listening to it. That's how these Q&A
workshops are built. You can also take notes
while listening to it that way you're not
distracted by the visuals. And so without further ado, I want to go into
the question that we are going to be
covering today which is relevant if you are a little bit further down on your journey or maybe you're starting out and you just want to
note the difference. The question is, what
is the difference between hiring market
tiers and growth hackers? This is usually a question I get asked with people
that either run agencies or small businesses that specialize in social media. And they might have a
potential client that came their way that really wants
to achieve a certain result. Maybe they want to sell out
something like an event. Maybe they're a public
speaker, maybe they haven't. These courses that
need to be sold. I usually tend to deal
with those niches. And so that question
becomes quite relevant when you're
starting to hire people or outsource
because you don't have the expertise if you're at the
beginning of your journey, this question might be relevant. Now obviously with hindsight,
I'm telling you this, but maybe you're interested in partnering up with somebody or getting a co-founder that has
a speciality in marketing. And so this becomes a, an extremely relevant question that you have to ask yourself. And especially one
that you need to understand when somebody has studied marketing
versus somebody who has an expertise
in growth hacking. So what does marketing
actually mean? And what is, what
are you actually getting when you're
hiring a marketeer? I really needed to learn
this the hard way. We had an internship
program where we collaborated with all
major schools in the country. And we were hiring market
tiers, marketing students. And at the time,
because my background came from performance
marketing and growth hacking, I assumed that that was
supposed to be marketing. But yet it is completely different
market tiers in general. Of course, every school
could be different, but from our experience, marketeers get taught specific
research type things. They're not really trained in performance marketing
and growth hacking, performance marketing and growth hacking would be what we in the online world or in the affiliate world
might know as marketing, which is you launch paid ads. You have a certain CPC. So cost-per-click, you're
analyzing your cost-per-click, making sure that your, every click that
you get converts as fast as possible
to a certain sale, and that's your cost
per acquisition. And then the lifetime
value you build sales funnels and
you make sure that you know the lifetime value of that customer becomes
really irrelevant. So let's say you sell something
for $7 on the first end, but then at the
end you're making a 150 or $1000 sales over the
lifetime of this customer, maybe they're signing up for a subscription or
something like that. That's very much a performance marketing growth
hacking mindset. You're constantly
optimizing, hacking your sales funnel in a way that you can get more exposure, more people coming in, and more sales flowing
at the end of the line. But with market tiers, it's a little bit different. Market tiers are
usually hired by corporates and they're usually hired for purposes of research. This is where this
is all the way at the beginning when you're
researching who you're perfect. One key fairness, your avatar, the perfect kind
of target group. How you can maybe Change target groups depending
on regions and countries, or maybe even students
or old people. Suits really like the
market tiers are using research papers and
analyzing data to come up with a report that will
become relevant for growth hackers and performance marketers to take
decisions width. When I was first
hiring market tiers, I assumed that I could hand over maybe a couple of videos
or something like that. Just tell them that this is the product and then they would build an entire funnel and
just feed that funnel. We're just a bunch
of potential buyers. They would scale
my organization. Well, I always definitely
wrong about that, and especially the interns do not actually learn
that in school. It took me awhile, a couple of years
actually to understand. And that was mostly in the
conversation that I had with an internship
coordinator from one of the big schools that we
had a collaboration with. I started realizing he chaired the curriculum that
they go through and they started realizing that a
lot of the things that is being taught in
university and college, it's just not taught by people who actually make
money with this. They're usually people who
learn things really fast. It has to create small books for their
students that year. You have to realize things
like TikTok and Snapchat. I mean, some of
these things become popular in a span of six months. So it's not even in the curriculum when those
students are studying. Some of these students
might understand the social media better than
the professor themselves. And that becomes a huge issue when these interns come to us. When we have a master
students who are graduated and are going
through traineeships with us. We also, especially me, I had to realize
that what they're actually learning
has nothing to do. There could be irrelevant for a kind of scale up like we are. We're very much a
smaller organization that is still building up. If you compare us to a Unilever
or something like that, I would emphasize that I had an even bigger realization
when I had a conversation with one of the global strategy
chiefs of the North Face. He was on the podcasts
that Goldman is this name. You can watch that entire
podcasts if you want to. But for me, there was this big
realization when I compare my conversation with him to what I actually had
experience with marketeers, they very much do what
I just explained, which is the research part. They're looking into
different markets, different regions, how to best strategize they use, they're using these reports to maybe launch a new countries. So you definitely need to
research market tiers, I guess. But it's very important to realize when you're
especially a startup founder, you're looking to team up with a potential CMO Chief
Marketing Officer, and you're starting to
realize that a market here, it doesn't specifically
means somebody who's going to exponentially
grow your sales. They're most probably
just going to be aware of how they
should market it, but not actually having
the experience to do it. Why is this relevant? Well, it is extremely irrelevant when hiring or partnering up, because you need to have specific expectations
depending on whether you hire a market here or whether you hire a performance marketer or growth hacker could
be another word, a performance marketer
or growth hacker. I haven't seen a
university study yet that actually has
that in their curriculum. Because the people who actually
know what they're doing, they're making money elsewhere. Sometimes they give guest
lectures because to give back, I tend to give back
to my university as well because at the beginning when I was
starting my business, They had a small incubator
that was not very well known. And so they accept mean to that incubator even though
it was super technical. And I at the time was
just starting out in media space and NADH, they were doing things
like solar car. So it was completely irrelevant. But the guy from the
incubator actually was a former agency owner and he had a website company
that he was making. This is like more
than ten years ago, but he had some
experience with that. And so they accepted me into
the incubator to help out as a way to give back guest
lectures definitely happened. And you can find a lot
of these guest lectures on YouTube from maybe
Stanford or Harvard, Wharton. A lot of these alumni come back and they did just talk to the
students to motivate them, but to actually have a
curriculum from someone who's making a ton of money doing
performance marketing, that's gonna be tough to find, which means that the
students that are coming into the labor
market usually don't really have a portfolio
testimonials or examples to actually
perform what they say. They probably can't
do the max that they probably at least that's from my experience,
what I've seen, weed people who just coming
out of their masters or interns that are
going through college at the moment and
then join us for like six months as an internship
part of their study. I mean, these people max that they would've covered
as case studies. Case studies are usually not super relevant because
things updates. And what I mean with that
is something that is popular six months ago
might not be popular now. And the reason is
human psychology, we get bored pretty quickly. If there's a lot of
******** happening, then we probably know that
this isn't very relevant. When you're using tricks and tactics that aren't
very authentic, people are going
to sniff it out. And so certain tactics that you're using are
just not going to work. And most of the case
studies that we've seen in the past has to do
with those things. Of course not all of them. But be aware that when you're talking about
partnering up, when you're talking
about putting your marketing skills out, their hiring a market here is a completely
different experience. Then when you're hiring
a growth hacker, let's talk about actually growth hackers and
performance market tiers. How do you hire them and
how do you handle them? Well, as I just explained, the conversation is gonna be
completely different because performance marketers
are only as experienced as the past
experiences that they've had. And so when you're
hiring them or when you're looking at for a
chief marketing officer, or you're looking to partner
up or outsource things. The first thing you'll be
checking is their past results. For instance, in our case, why do we get so many
clients that our course creators or YouTubers? Well, they're looking at past clients of ours
or the work that we do currently and they want
to achieve similar things. Or they've heard
again word of mouth have covered this in the
workshop in the past. We operate vary a lot
on word of mouth. And so we leveraged
that we tried to get to work with
bigger companies so that people just kinda
hear the news that we are really good and they
get to see our results. Our website is not
only riddled with video content that we've done in commercials
that we've done, but very much
marketing campaigns. Now one of the issues
that I had in the past, for instance, when I wanted
to put myself out here. So here's a story. I, myself tried to
book the agency away from just video content
and into video marketing. And one of the issues that I found is that
because I went into some of the biggest
corporates in the world, I had to sign NDAs. And so every single
time what would happen is I will get a client. I don't have to email
them and ask them, Are we able to share this? Is it possible to share that? And I would say maybe 80% of
the cases the answer was no. And in 20% of the cases
the answer was yes. That was definitely not
the way to go because the biggest things that we did was we're not able to share. One of the things that
we did once we've had enough a kind of cash in the bank and enough
social proof of clients. Well, we started our
own event company. Most of our clients, like I
said, we're course creators, coaches, people who make
instructional videos a lot. And so most of the content there would become relevant when
we create our own event. Because we kept saying
to people, you know, look how you have
to do this part. This is how you
build testimonials. This is how you
build video content. This is how you
build social proof, and this is probably how
much it's gonna cost. And every single time the
client would say, I mean, it sounds all reasonable, but we're not sure that
this is worth or budget. And so they would start
with these lower budgets. These potentially we could have had like a 100 K and sales, but instead we would start with 15 k and sales, which again, of course, we have
to be grateful for those sales and we
build it up over time. But at the end of the
day when you're running, at the time we were
with 28 people. The overhead is
so big, you know, 15 KHZ really not
going to cut it for us to pay
everybody salaries. And so one of the
things that we did is we started our event. When we started our
events initially, it was very much about just
bringing everybody together. But then I was sitting with my innovation manager
and they said, what if we don't
just bring everybody together and help
out a little bit, the startups and
stuff like that. What if we actually put in our R&D budget or research
and development budget, and we pull some of the sponsorships that we
did in other organizations where we felt less impact and we actually make this a
little bit bigger. Had this idea, especially after the first event when I saw
what the potential was. And so I kind of put a
little bit more effort than it was supposed to do. And I went into this space
and the idea was very much to create a project that outside
of the good that we did, we could also go to clients. And because there are
no NDA restrictions, we could say to them, Look, this is what we can do
if the budget was unlimited. This is what happens
when you actually trust as blindly and just
let us do our thing. We can Tenex whatever
you put in there, we can completely establish
you as a market leader. And we can totally take what is a course or a small
niche and involve more than just a couple
of people in this and just create this expert needs
specifically to this brand. At the beginning when
everybody was still skeptical and trying
to low budgets, suddenly we started
creating these big events. Then from there on,
creating communities. If suddenly we became
quite famous within the small local regions and the niches that we
were operating in. And so now when a client
would come to us, we weren't restricted by NDAs. We will be explaining
what we did for some clients without
naming names. And then when they would ask for examples, we would say, well, not only did we didn't
do it for clients, we actually did it
for ourselves too. And here are all
the details slip. This is how much
sponsors we got. This is how we got
everyone involved. This is how many people came. This is how the content looks. This is the commercials and the TV spots that we got for
free and all these things. And so examples, what I'm
trying to say is examples with growth hackers and
performance marketers become extremely important. You cannot really
call yourself a growth hacker or
performance marketer. If you haven't
really done things, reading a couple of books, it doesn't make your
performance marketer. You have to have actual results. And so within the event
niche, detect business niche, startup niche, we started gaining a reputation
because we had examples. We started drafting testimonials for you that this
animal is blogposts in details of how we scaled YouTube channels from a
2 thousand subscribers, so 30 thousand subscribers
and like three months. And so these were all relevant case studies
that we needed to create in order to
gain a reputation. So when hiring or
teaming up with somebody who's a growth hacker
or performance marketer. The first question you're
going to need to ask is please share like one or two of the past accomplishments
and you did that were actually extremely relevant to the thing you are going
to be doing today. I'll tell you another story.
I was once interviewing a growth hacker according
to his LinkedIn. And this was when we were
building our big event. And I thought we could just outsource this to a
growth hacker because, I mean, at the end of the
day it was a charity, weren't really busy
with growing it. And we thought, well, let's
get some outside help. We'll be putting in the
content that the Somalians, the organizing the
event that was like already way too much
and then lightening had like a 100
clients at the time was really stressful,
I would say. So I thought let's outsource this to have this
entire conversation. I sat down and was actually
pretty excited but skeptical. It was word of mouth, somebody who referred
me to this guy. And my first question was
pretty much can you show me some of the results that
you did in the event space? I mean, what what
would you do to go from a to 300 person to
ventilate a 1000 plus. He was just pretty much
babbling some things. I wouldn't have probably
read in a blog post. And because I had the
experience of running multiple events and having
this agency that I built. I knew that everything
he was saying was theoretical because some of these things we had already tested and we knew
it would not work. The cost-per-click would be too expensive for this
specific event. The acquisition did not work. That acquisition strategy
would not have worked in that specific region
because we had tested variations
on those things. And so I was getting
more and more skeptical. And what I realized as the
conversation went on is that the guy didn't even realize
that I was getting skeptical. He just started it
was a good interview. He didn't realize that
the detailed questions I was asking and his answers were being interpreted as super
vague and irrelevant. He thought he was
giving great answers. I started realizing
how important it is to vet growth hackers based
on their experience. As if you're at the
beginning of your journey. Let's say again the examples
I said at the beginning, you're either a startup
founder or you're just a marketeer or computer
or your outsourcing things you're partnering up, you need to have some
type of experience. Even if it is just taking
a 100 bucks and putting it in Facebook ads or
YouTube ads or Google ads, or split it up 20
bucks and each, just to set everything up. And then being able to ask
a very basic question, you'd be surprised how many of these performance marketers on their LinkedIn don't
even know how to set up a simple Facebook pixel, even though Facebook has automated everything
at this point, when I started with
Facebook pixels, I needed a two-hour
tutorial just to understand how to set up
on my WordPress website. Whereas nowadays is like two clicks and Facebook
does everything for you if you have their plugin installed
on your website. So it's just to say these small details
and definitely matter. And with 20 bucks, you can already find out most of the basic fundamentals that a lot of these LinkedIn
marketers don't know. You'd be surprised
again when we were hiring marketeers
because we thought there was no difference between a performance marketer and the growth hacker
or normal marketer. I was interviewing
seventies people. They were like 40
plus freelancers and they came
recommended as well. And so I assumed, okay, well, they're
older than me. They must have a
lot of experience and I would ask them like, Okay, so do you know how to set up like the LinkedIn Tag Manager, which is the LinkedIn
pixel pretty much. And some of them
were even surprised at LinkedIn hat such a thing. It was just kind of
hilarious when you're having these conversations
with so-called experts. The fundamentals
aren't even there yet. It's really easy to find
those fundamentals. I mean, all of those
fundamentals are explained in our social
media marketing course. A lot of people tend to say, oh, how basic, fundamental. But the basics and
fundamentals matter. Yes, we had the
security workshops to flesh out the details,
give you the stories, make you look more
professional if you're a first-time on the job and you need to explain some examples. But at the end of the
day when I'm hiring, I'm hiring and looking for him. Do you understand fundamentals? Have you seen the latest
updates that are happening? Do you understand those
and how to implement them? And if they're telling
me stuff that was relevant to years ago, then it's not that relevant. I'll tell you another story
a couple of months ago, I restarted some of the Facebook
ads that we were doing. And I think we had taken in a pretty long break to reshoot
courses and everything. And I was talking with a
buddy of mine who runs like, I know, 20 K a week
on Facebook ads. And I just had told
him that week. Oh, yes, so we've just
restarted our ads. This is how we targeted,
this is how we did. The guy literally
tells me like, dude, this is how they did it
a couple of months ago, you realize that these upgrades
have happened in link. It's way simpler now. Nobody is an expert, but the way to stay in
expert I would say, is to be surrounded by
people who do this actively. Who every time that
you feel like you're getting out of its surround
yourself with people, maybe from the people
from the course or something or Facebook groups. And just make sure to get great accountability
buddies and support. Because you're also going
to get sucked out of it and things move faster than
the social media world. And then these people are just going to put you back on track. Even though you have
all this experience, they're gonna be putting
you back on track and making sure to save you a
couple of months of work. Doesn't matter what type
of expertise you have. Always try a little bit and then go and start
hiring people so that you know
exactly what to spot when they're doing
basic things wrong. Now here's the truth. If you've invested your 20
bucks and all these platforms, you know how to set up the
basics and you kind of know what to look out for or
you did a simple course. And you understand
like for instance, we have screen-sharing
and we share everything, how to set up the basics. It doesn't mean that
you're going to right off the bat to hire someone
who's really great. That's where metrics come in. You really need to
understand your metrics before you start outsourcing to a growth hacker or performance marketer because you don't know what's possible. Let's say that your
cost per acquisition for every dollar you put in it, you get three or $4 back, which is pretty decent. I actually know a
couple of people who make seven to eight back, but they've a lot
of social proof. But let's say that you achieved three to four once your hiring
your performance marketer. And they pass the basics and the fundamentals tests and
have great referral stay. They've shown some case
studies said that you trust and then you
unleash them on your Facebook ads and
suddenly they're achieving six to one within a
span of a week or two. It's really a week or two. We're not talking about months. A great performance
marketer will within, within a couple of tweaks, like potentially double
which you're making. If those things
aren't happening, you need to make sure
that you're aware of all metrics and
track the people. I would not recommend. I would almost
never recommend to hire a marketer or a
growth hacker if you don't know your own
product and how to basically market that, the fundamentals of marketing,
your fundamental metrics. You need to know
some basic things like your cost-per-click, your average cost-per-click your average cost
per acquisition, how each sales funnels working, what the conversion is
on each landing page. And you're like very basic ways to do that when you're doing, let's say we're taking
one niche Facebook ads. You're going to get right
away your cost-per-click, your average cost
per acquisition, like you're gonna get a lot
of metrics and just run your ads until you have a 100
clicks and keep optimizing, keep optimizing
until you have like 100 clicks and you're
doing really good numbers. On the page itself. Let's say you were oppressed. That's usually the easiest one. You have a heatmap installed. You can literally just Google. I use Hodge yard
that is HOT J, R, R. And it's just literally
a map, a heatmap. And it tracks where people
are putting their mouse, where they're scrolling to, where they're holding, how
much of the page they've seen. And so you really see
how long the average person's on your page where
most of them are clicking, what most of them
are looking at are the scrolling to the
bottom of the page. When you're actually
in discussion during the hiring process and people don't even know what a heatmap is already
a red alert. But if you know
those basic metrics, you're already going
to get really far ahead by knowing them. It's going to become
easier to see whether your cost per acquisition
is doubling or not. What are your overhead
is going down or not? Because a good market
deer will be able to achieve so much more
with more budget. For every dollar, they
could potentially get it to seven or $8 back. I mean, if you have a really
good performance market or maybe even $12, I haven't seen more than that unless you have some
crazy cool product. If you do have that
crazy cool product, please share it with us. I'd love to see how it works. But in general, you know, if you can sit between 4 $8, if you're at the if you
were at the two or $3 mark, maybe $4 mark, that's usually the time when
it's worth it to start maybe looking at hiring
an extra person who does your Facebook ads or
Google ads or YouTube bats. Then within weeks you should be able to see whether they can start increasing
how much money are, why you're getting back? When would I hire a marketer
versus a growth hacker? Well, there was one instance, one side realized with both positions do and
how to interview both. There was one reason why 1 higher in marketer
over a growth hacker. And that was when
we got accepted at an incubator in Barcelona
by the city of Barcelona, they were running a
contest and we add one. We were one of the five
companies that had won the contest to come for. I think it was a couple
of weeks in Barcelona. We got all these, all these connections with big companies like
Ogilvy and say out in the city would
go everywhere with us, open doors for us and
we had a working space. So the idea is pretty much
in those couple of weeks, we would have a mini
accelerator for startups, then potentially
explore Barcelona as a new opening market. At the time, what they
had done is they exposes. They gave us access to
a marketing agency. Before we came, about two or
three weeks before we came, we had an intake call and they started looking
at our business, what do we do and how we do it. A week before we came, we had gotten an entire
report of 20 pages. And it was like in detail of
how our business could be irrelevant to which
markets within Spain. And then also what
the potential was to scale to Latin
America from there. And it was literally
like avatars were in their keywords that we could potentially approach potential new
businesses and spaces. We have to be a part of. It was just this
massive report of very interesting data
before we actually landed in Barcelona
to start doing whenever we had to do at the
time in the accelerator. And so as you're
hearing from my story, when you're starting to scale, and that's why it's
called the scale up. You're starting to scale to
new countries, new regions. Maybe you're still within the country like
things like the US. And that's a big, a country with multiple states have
different cultures. So in those instances, you don't need a
performance marketer. You might need a
marketeer first, somebody who researches,
thinks, reports, things creates a very
nice 2030 page or report that then gets handed over to the
performance market, or maybe that's you. And then you start running your Facebook ads and Google ads and everything
because you now know which, what the most common
keywords are, who the influencers
are in those regions? Who you should be approaching? Which platforms are
most people on, in which age o, our most people would
buy your product. So those are again,
super relevant things. If you don't know that in
Europe performance marketer, you're gonna be probably
wasting a couple of thousands of dollars before we start figuring those things out. In general, if you've
never done pay debts, I can tell you the first $1000, maybe the first $2 thousand. Usually a pretty big waste. I mean, not wasted. We're
getting a ton of data. But that data could be also collected by a really
good market here. And especially if
you're entering a new country with
a new language, it's not as easy to just set up performance
marketing strategies. You can't just go and
run Facebook ads in Spain if you don't speak Spanish because you don't know
how to copyright those. And you don't know
if the ad is good. I mean, you can outsource it
to people who speak Spanish, but you don't know if that's
the language you should be using or you can't correct
them because you don't know. And so by having a
report from a marketeer, you can then go to a copywriter or performance marketer and say, Hey, this is
approximately the avatar. And so based on that, can
you write the ads copy? Can you create the graphic
design that is necessary? Because then we can proceed and properly launch our campaigns. By understanding the difference
between a marketeer and a growth hacker or performance market
are like we call it. There's a lot of potential
for you to grow. Now in most cases, which is why this question was
about hiring those people. This is going to be
an advanced problem. This is usually not something you're dealing with
in the beginning. The only exception
would be, like I said, when we see startups
pass through my event, the only exception is if
they're teaming up with a CMO, they want somebody who
has marketing experience. But then my recommendation
is in the beginning, always choose a
performance marketer. Somebody who has a, properly has case studies and past examples of actually making
money on the internet. It's not that easy to make
money on the internet. You have to have that skill
and experience to do that. So don't fall into
the problem of, Oh, this person studied
marketing and the university. So that means that they know
how to make money online. Those are two different skills and two different mindsets. And I had to learn
it the hard way by having actually
recruited those people, as well as eventually being able to talk on my podcast with people from these big corporates like Unilever North phase. We had people from WWF on those type of people in date really explained it to me like, oh, that's how it works and
that's why marketing exists. And that's why they're teaching marketing bad way in university. So with that being said, I hope you enjoyed it. If you have any more
questions about this, please let me know and I'll
see you in the next video.
67. Outro: Alright, you're still here with me because that was a lot. You now have an overview of the most important social media platforms. Of course, there was literally the tip of the iceberg. According to Wikipedia, there are over 200 types of social media, and that number keeps growing. So you should establish a social media presence on at least a few of them. Figure out where your target audiences or your one key fan and get active on that platform. You now know how each platform God to where it's at, what the context of each channel suggests a you do, and you know how to come up with good content for each of them. There's nothing holding you back. You have the information you need. Now the question is, of course, if you will change any social media strategies that you set out to do, maybe it's time to start a new platform like Linkedin. Ask yourself the questions of which platform you will focus on for your social media strategy and which sites will go big Next. And I'm pretty sure you'll figure out quickly how to become successful within digital marketing so that you can write, sell, and market the best way possible in there. Whatever you do, try to stay authentic to your message and talk like a human. Don't talk like a brand. People will love you more and share more of your content. I hope you enjoyed this and I'll see you in the next video. Right.
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