Marka online krok po kroku: od niszy do webinarów (Full Transcript)

[00:00:00] Speaker 1: I have my own slogans, which I always advise my clients in such strategic consultations. I say, progress, imperfection. Let's start with the first element.

[00:00:11] Speaker 2: Hi, today in our podcast studio we have Joanna Ceplin, founder and owner of the Online and Communication Institute. Asia, could you tell us at the start what you do and what you help your viewers with?

[00:00:27] Speaker 1: Yes, of course, thank you very much for the invitation. I think that, above all, at the Institute we help to gain new skills in a very flexible way. And thanks to this, our clients, you can even say students, because we are a global facility, can develop their careers or their activities as freelancers, as independent consultants. We offer a whole package of training on communication, online marketing, certified. And here is a very big applause for all our lecturers, because we cooperate with over 60 experts, thanks to which our participants in our schools really receive such up-to-date knowledge in this very rapidly changing market. And I, apart from that, the Institute was not born out of nothing, but simply from the experience that I have gained in this area for several years, in the field of online communication, social media, webinars, lives, sales, building an entire ecosystem of online products, monetizing my knowledge and how I used to advise individual people, and then I wanted to pass on my knowledge and experience in a more professional, certified way, because we as a global facility also have to meet certain requirements. We have ISO certificates, procedures, so I wanted to take it to a higher level. And I'm talking about showing that this road sometimes starts with the first step, the first live, the first webinar, and ends with the Institute after a dozen years.

[00:02:18] Speaker 2: In short. And today we will also talk about it, because it all involves building your own brand image on the web. There are some steps that you had to go through, that you had to take, and today we will try to bring this topic of building an image on the web closer to our listeners, from the very beginning, how to get to it, going through probably the most needed tools, and ending with how they can monetize their knowledge. Maybe let's start with the very first question, is it easy to go through such a process from the moment of the idea, where I think I would like to be visible on the web, because I have the knowledge and competence, and start selling my courses, e-books, or any digital product that would lead me to the place I think about?

[00:03:04] Speaker 1: You know what, I will say that for me, from the perspective of time, I could say that it is easy, because you just have to take the first step. I say so slowly, because I know that some people are just at this stage, so they want to feel inside, they know they have knowledge, they see that other experts with less experience achieve greater recognition in this field at the beginning. They are visible, they appear somewhere, they have their own channels of communication, and I also know that, I have experience, I have my own competencies that I have acquired over the years, and I would like to, but, or wanted to, because it doesn't matter here, sex is just some kind of blockade. And this is the difficulty, to be brave and start, because we are afraid, looking at the whole process, we often stop, because we see, comparing ourselves, because it is so normal, observing others on the network, that this person has, for example, his own website, and channels already developed, and just organizes webinars. So there are already a lot of stages behind us, and this number of these elements scares us. And I have my own slogans, which I always advise my clients in such strategic consultations, I say, progress, imperfection, start with the first element, you will get to know the first element, implement it, we move on to the next. And believe me, Paweł, it works great, I have the same, when I implement a new project, now, for example, you also implemented me there, because I also go through metamorphosis, the fact that I started something, and I started a few years ago with an online brand project, where really on the Polish market, not many people spoke about it at all, and when I entered the online brand, there was nothing about it, I quickly bought the domain and settled in this area. Now, after these years, I also change, I see how I have changed, I see how much I have gained competence over the years, but what am I going to do? I started my new project, I now have a new newsletter, I called it strategic notes, I introduce a new podcast, and I also write it all down from the first step, one by one, because I know that this system is the best, so to cut a long story short, I encourage everyone who has such a feeling that they would like to try, that they have something to share, they have the resources to help others, because it is also a matter of what I will change in my life, people I can help, I believe that I have it, so I will try and be brave. And the online world today has such low barriers of entry, so it is enough that we have a phone, a smartphone, it is enough that we use some tool and we can reach more and more people. I know that then there are other things, other blockades, but believe me, when we start to act, we slowly move forward.

[00:06:00] Speaker 2: Asia, you said progress, not perfection, but you also mentioned elements that would be nice to have when you start your online adventure, such as a website, all kinds of tools, not to mention the idea itself, which is to be realized. If you had to name a few elements that are absolutely necessary to start, what would they be?

[00:06:27] Speaker 1: You know what, I would like to refer to what I advise, so that it is consistent. What I advise in general, like here in the podcast, I do not know a given person, so I can say in general, when I have an individual meeting, I can get to know the resources I have, because I do not know what the listener has, whether the listener already has, for example, an account on LinkedIn, on which I regularly publish, whether he thought or even has a website, whether he has resources in the form that he has the ease of expressing himself, whether he has a live webinar or live and he is not afraid. So these resources are also important to advise, because if I know what resources a person has, I can say exactly what to focus on. However, speaking in general, now I can say that it is worth having, above all, some channel of communication in the social media, but one is enough, really. It is enough to think about who I am talking to, what my target group is, who I want to reach and choose one platform, which, according to the slogan of Progress and Imperfection, should be mastered and not spread to others. Because remember that it is not about that. People very often emphasize that social media are only for publishing. So why should I not publish the same thing on LinkedIn, Instagram and Facebook? And somewhere else. Well, because that's not how you build a community. That's where the interaction comes in. So you have to have time to check what happened there, how they reacted to a given material, to see what they like and what they don't like, to respond to comments, to also participate in other publications, in other people's posts. This is also how you build a relationship. And that takes time. So one social platform, which is not ours. Many years ago I wrote a book, if someone wants to, I describe everything there, because it is still relevant, contrary to appearances. The book is called You and Your Online Brand. Why do I mention it? Because I always show that I have been saying the same thing for years. Except for social media that does not belong to you, because the gentlemen regulate it, whether the algorithm works or not, it is worth having something of your own. I always say that I call yours a content platform. So it can be your newsletter, you send it, you are the master of managing the resources, which is your base, which you collect. If not a newsletter, it can be, for example, a blog. Although today, in today's times, maybe I would not go so much in this direction, but it is also worth it, it is a matter of redistribution later. Or a podcast, or a channel on YouTube, for example. This is also a cool platform. Why? Because content on YouTube is better stored there than on social platforms, because they stay there and are searched by people all the time. YouTube is the second largest search engine. And there, when we record a series of materials, when someone comes in and searches for a given material, for example, how to travel to Thailand cheaply, he will find this material. Or how, for example, to write a book, it may happen that he will find our material. Or after years, when we are already involved, he will search for someone, he will enter his name, he will find all interviews, materials with this person. So YouTube is also a great platform. So in general, I would like to explain that it is good to have social media where we publish on a regular basis, we contact each other, we establish relations with the community. And a place where we have such a warehouse of our content, whether in the form of a video, or in the form of audio, or in the form of written. Because this content warehouse can also be a closed space, to which only people registered have access. But somewhere, so that it all, whether, for example, this blog or website. I always said that it is worth having an online site, so build your house on the web. And I always said, book a domain, check it out, even your name and surname. Maybe you won't use it, or maybe you will use it, but I already have it booked. So that's how I would divide it. To make sure that I have my own content warehouse, that people who visit me there will find all this material, which I will store there for years. A channel where I communicate. Of course, when this channel takes over, it will be the second and third, as I have time and resources for it.

[00:10:47] Speaker 2: So I think these are the most important elements. And in your case, speaking of the Institute and the daily activities that you undertake as marketing activities, which channel works best for you? And is it, if I understand correctly, a newsletter and your own database?

[00:11:00] Speaker 1: Yes, we have it so divided. And here I do not hide that I used a lot of experience from the path with Joanna Ceplin, because for a while I was building my brand and there I was working very hard on the bases, I was working very hard on the lives and webinars and I was also working very hard on the events. I had once a month, all year long, for many years. In another city, big events. So we put it all together because, remember, I'm talking about the years 2014, 2015, 2016, when this online world, now we have a different reality in general, right? We are in a pandemic. At that time, one of my elements was to attract people to stationary events to explain to them why they should be online. And that's how I got them and then I explained how they should start working online. Now we are a little bit in a different moment, but based on this experience, when I opened the institute, we immediately, the first thing that appeared were regular webinars, i.e. E-MOK Future of Skills, we had such a cycle where we invited guests, our lecturers and at least once a month for a given topic there was a webinar and there we attracted people to get to know the institute in general. There we talked about topics, we showed how we educate, how we have lecturers, we also sold. It was a tool that was supposed to build a community, build awareness of the brand of the institute. Of course, it was followed by a newsletter that we send regularly, but we also work on LinkedIn, we have a bulletin on LinkedIn, we also have channels and here we mainly have LinkedIn, Facebook, Instagram and these are our bases and, of course, paid advertising, because we are already at this level where as a company we also have all these assets. But this content, which regularly built awareness and community at the beginning, it was just a newsletter sent regularly and a live meeting. I understand.

[00:13:09] Speaker 2: And in general, it brought the biggest impact for the activities you carried out then.

[00:13:16] Speaker 1: Yes, and I think it still works great, because contrary to appearances, despite the fact that the market is changing, that there is a lot of competition, that we say that people have enough webinars and I have also observed for all these years such sinusoids, ups and downs, however, this live meeting is such an element when, in the case of education, this recipient can see us, hear how we speak, because let's notice that people today have full knowledge everywhere. We can google this knowledge, we can look it up, we can use various tools artificial intelligence, right? Access to knowledge is everywhere, so if I were to tell an expert what to distinguish on the market, it is difficult to distinguish by knowledge today. Especially if we start looking for something, social media, a search engine, or artificial intelligence can tell us a list of a dozen experts, companies or brands. And we start, looking through various materials, choosing those brands or people that suit us, because they resonate with the problem we have, so they have a solution for us. They speak the language we understand, so going back to whether these webinars are still working or not and whether it is still a channel or was, for us it was and is a great channel, because this is the moment when the client is interested in what we have, in what we can help him, for example, to gain competence, to get a new job, to expand, to enter a higher level, because we very often offer such progress, that is, you do something in a given area, but when you gain this competence, you can make progress, because today artificial intelligence replaces the junior, the lowest, such freelancer competencies. We have to think a little about getting a higher level. So he comes to this webinar and sees the lecturers, sees how it is done, sees our highlights, that these meetings, also training, are not recorded training with any current knowledge, only that it is also conducted live. So they also have this contact with the lecturers, they can ask questions live. After all, very often, I always repeat, our advantage is that if something happens, and in the world of online marketing a lot is happening, then the participant can during this live lecture ask the lecturers questions and we can analyze this situation, right? But they come back to the webinar, so this opportunity to meet, this webinar is such a bridge, so something has already pulled me here and during this webinar I can see if this is an invitation that suits me to go further and get what I want, or something doesn't suit me there. And let's notice, I never criticize anyone, because each of us will find a group in their own style. Some are more aggressive, those who want to be more aggressive in their actions. Others have a more intelligent approach. There are people who prefer this approach. Others translate with a comprehensive language. I will go to the webinar, I will listen, I will say this is it, I understand it, it speaks to me. So everyone will find a place and I think that testing this formula yourself and drawing conclusions, only a few times testing, will show us if this is a good tool for me or not. Because I also catch on that some people hear something like Facebook doesn't work anymore. And on LinkedIn it's already the second Facebook. And webinars don't sell anymore. Well, not quite. However, we must strive to test it ourselves, to check, because maybe we will have this lightness, that it will be a perfect tool for us, that we will build such a community, that it will simply be one of our engines.

[00:17:20] Speaker 2: I understand. Generally speaking, there is probably no way to shorten it. And it's hard to deny it in any way. But we are touching on the topic of building a network community. It's not an easy process. We have changed several channels. Even gathering subscribers for a newsletter also has its time frames. Are you able to, very generally, because we don't know yet, we don't have a specific profile that we would like to deal with, is there something that a beginner, who wants to start his adventure in selling his online skills, would have to do at the beginning, when this community is not yet there?

[00:18:04] Speaker 1: In order to build a community, there are three elements. I always recommend it. First of all, he must know perfectly well what problem he is solving and to whom he is talking. We can't talk to everyone counting on the fact that we will attract someone, because we will just be a blurry person who does not know what he is doing. I mean that some people try to act on the principle that I will do everything. Remember that you will do nothing. Because from the beginning you have to build in people a certain awareness of what you specialize in. We leave here from the earlier elements such as definition, my distinctions, what I do. I even often advise to create such a password, so that when we repeat it, people will remember. But it all makes sense, because through this repeatability we reach the group that we have chosen, to this client. As I said at the beginning, you have to know who to talk to, how to talk, what are your differences, so that this person starts to associate you. The second thing is systematicality. So, as you rightly noticed, nothing happens here in a week or a month. There must be a process. So we have to be ready that when we start, we enter this game, it is not a game for a month or two. When you start doing it, you will have a process. So, for example, regular publications on LinkedIn, newsletter shipping, even to these five people, i.e. aunt, grandma and brother. But you start doing it regularly, you fall into this rhythm. In a way, you start to open your eyes, because you talk to people, what you do. They ask questions, so you also start to have content to write about. Because when you have a specific group, I always recommend paying attention to what this group asks, to talk to this group, refer to their needs, solve their problems. Then this group will feel that you are actually focusing on them, listening, solving problems. And this cycle goes on. So you have a client to whom you say, you create systematically, and you create what? And this is the third component, i.e. content. That is, content that is supposed to answer these problems, ailments, but also interests, dreams, humor of the client. In general, I think who we are talking to is key. Because when we understand who we are talking to, we can talk to this person about what series she watched recently and we can talk about what challenges she has at work, or specifically in this problem in which you want to offer her some solutions. And I always say that this client, content and systematicality, client, content and systematicality, this is something that needs to be repeated. And now, according to the password I said, improve these methods. So don't get stuck at this point when we started, but be aware that every week we should do something better. So both our posts, at the beginning, the point is to start at all. But after a week, two months, we should start analyzing and improving. So look at what effects it brought. What can I improve? Or maybe start doing it differently. Or maybe write the first sentence differently. My competencies should be getting better in this area. Unfortunately, this process is not easy. Apart from what we know, so, for example, we are a specialist in finance. Entering this area, we should also be a specialist in writing good content, a specialist in planning this calendar of content, publishing, and just showing ourselves, establishing relations with our group. But these are the next elements. Because when we start, as I say, every week there should be a process, progress. And, for example, one of the progresses that I recommend is to be brave, show yourself, start recording short videos or stories. If we talk, for example, about Instagram, why? Because also in this building of the community it helps, however, to share our image. Even if we started from talking about the Institute of Online Communication. Well, as a CEO, I also supported very strongly with my image. And very often I had feedback. Asia, when we displayed hundreds of ads, my girlfriend laughed. She said why do we do hundreds of ads when we get feedback from the agency that only Joanna's ads work? But, well, it was because somewhere the market recognized me. But when we start to weave it into the first stage, after some time I also noticed that I, not without reason, from the beginning I said a dozen years, because it didn't happen all of a sudden. It just happened. But every element just adds up to another thing. It's a snowball effect. I also say that you never know who will read your post and what will happen. And I will say that I once wrote a post on a blog, one post, an article on a blog. It wasn't long ago, a year ago, which I also described widely on LinkedIn. And it was about how our communication changes as experts when we are 20-30 years old, and how when we are 40-50 years old. Because, contrary to appearances, we adapt to other resources. A person who is 50 years old has other resources, and a person who enters the market should emphasize everything else. And I published this post and it was a fulfillment for me. Because as a mature person I can see the differences, because they are my clients. I can also see how my clients change. I wrote about it and a client came back to me after this one post who said Mrs. Joanna, you gave us a perfect post. We want to invite our clients who are on average 50 years old. Can you give them a course on a personal brand? Such a cycle of meetings for our network was a big corporation. And then I thought that often we don't realize that what we think, what we produce is worth spilling over to the newspaper. But of course I mean the publication, because you really never know who will read it, who will read it, what will he click on, because he needs it right now, and what will come out of it. Because it can be a trigger that suddenly you will be recognized because someone invites you to a webinar, to a conference, to a live stream. You have to start with something. So, define what we help with, define who, create content on this topic systematically, publish it and develop. So, I mean I don't just publish posts all the time, but I also look and observe what's going on in the competition, or how the market is developing, or how everything is changing, and I start progressing higher and higher.

[00:25:14] Speaker 2: Asia, you mentioned that it's very important to find niches. To be honest, it's probably not that simple, especially when we have access to many tools that already tell us about different types of solutions. For example, what you do for a living and for a cycle of education or workshops related to social media. Social media are well-known and popular. If you were to advise someone what should be a specific niche, based on your experience and what you said about the publication of the last post, what would it be?

[00:25:50] Speaker 1: Regarding this niche, first of all, if someone sees this light, that they would like to enter this market and build their own brand, monetize their knowledge, then, first of all, they already have some resources, knowledge, experience. So, it's not like they come up with something new. Of course, they will move in the area they already know, in which they have this knowledge and competence. However, when talking about these differences, when talking about defining this group, the point is not to base on the general. Today, the general is not enough to define this group. I don't know. I'll give you an example. A photographer. We have a photographic studio, but let's notice. Today, very rarely, if someone builds their own recognizable brand, they basically build I'm a photographer. Usually, he already has a specialization. He specializes in something. There are people who are great for wedding photoshoots and they have a specialization for that. They are looking for you know, how to talk to them. You also have proof of your work in the form of earlier sessions, and others recommend you these couples to other couples, which in the environment probably have a lot. And it works everywhere. Just like you will be a photographer from family sessions with children, that is, all the sessions that are now being done because the child is being born and the woman is pregnant and so on. Again, there is another group. These are mothers. You speak this language. You work. You can sell it, that you have an amazing, I don't know, studio, or you can create an atmosphere, or you just come home and in home conditions and special. This is, I'll see what the difference is. You can't put it in one communication, that you are great in hanging, in the church, on the line and taking pictures in general, in some unusual celebrations with children. So, I don't want to scare our listeners that this niche is just thinking carefully. I used to say very often in my training and courses and consultations, imagine a dream client. Who is he? And, or who was he? If you already have some experience, who did you work with so brilliantly? And then try to describe him and adjust it to whether you would like to work with such clients more broadly and describe it with these already professional benefits, arguments, content, because then you will attract these people. If we have a bad communication, we are not surprised that clients come to us and we are surprised sometimes, where do I get such clients from? Well, for example, you don't have a well-thought-out way, but brands, roads, communication, this content, all of this, you attract random people because you communicate in a random way. And do you know when this happens? When we attract others and we take this from this, we take this from this, we take this from this, so generally it seems to us that since I copy, let's stay with this example of a photographer, from different photographers, but each of them has a specific distinction, their niche, and I copy from all of them, so I'm such a mishmash, I'm surprised that once I have a question about such a session and such a session, and staying with photography, because I analyze a lot of business clients, so I know that I need different resources, different equipment for a session with children, toys, dogs, gadgets in general, and different equipment for a session with young couples, for example, different lenses and so on. So see how important it is. So first of all, this niche is a definition of exactly who I want to cooperate with, in what area, how do I know myself, how do I have this flow. Can I add something else? I myself have such thoughts, and I always intuitively entered these projects, I have ideas, I can connect dots. Generally, I'm very fast in catching trends. And once I thought that it was just marketing, that's why I'm here, because I feel good about it. And only a few years ago, when I did tests, according to the tests of Gallup, it turned out that I have the main talent, a strategist, and suddenly it started to connect, that's why I feel so great in new projects, and that's why I said, what should you do? And they said, I don't look at it like that, because you have another talent, you are great, for example, I don't know, you have an activator, you are great that you organize groups, you go out together, you exercise, it's great. And I'm just telling you that if you connect these three dots, you'll do it better. So I mean that even in defining our niche, sometimes such a look at me, that is, I am first, because it's me who should cooperate with these clients, I should feel great, I like such breaks, so it's not even about passion, because some people say, well, if you're going to realize your passion, you won't feel that you're working. No, it's not about passion, it's a passion that you have privately, but what you are great in a natural way, use it, so first get to know yourself a little, look into yourself. So on the subject of niches, I've developed so much, I'm sorry, but there are a lot of important elements, because what we choose and what we will systematically choose, it brought an effect that really has to be well put together at the beginning. Sure.

[00:31:24] Speaker 2: Asia, you mentioned earlier a little about webinars, about what webinars you run for your clients, but could you say in terms of your personal brand and its construction, but also the Institute, what role do webinars play and how do you use them to strengthen the message and to monetize what you finally deliver to your clients?

[00:31:50] Speaker 1: Well, you know, when I started many years ago with Joanna Cyplin, the webinars on the one hand were a sales tool, a reach tool, an image tool and building a relationship, but all the recording courses, because notice that I'm talking about years ago, my online courses I already had in 2015, 2016. I really started when there was nothing on the market, the whole market was closed, there was nothing on the market, there was nothing on the market, there was nothing on the market. All my education on our Polish market, all my education was somewhere abroad, you know, I was spending some thousands of dollars and I built my platform on this basis and I set up my courses there, my academy, I also had a subscription project, it all happened on my platform. However, years passed, the period of the pandemic, just then, we set up the Institute at the end of the pandemic and I observed the market, I saw how it was changing, that is, what has changed? There was a boom for all kinds of courses. When there was a boom for courses, I started to notice very quickly that people are a little tired of it, this sitting in front of the screen, watching these recordings. Anyway, I recommend watching statistics, I just saw on the platform how people buy at my place, at Joanna's, they buy, they buy, but already by watching the courses, you know, this curve drops, so they buy, but they don't watch. So I started to figure out because there is nothing better than a client who used the product, because only then he can recommend it. And I decided that no, we do training in the Institute live. So we use, and we are your client, anyway, from the beginning of the Institute, that is, since 2022, the ClickMeeting platform, both for webinars, which we have then in another system, open, we have records, registrations, people come, there, as I mentioned at the beginning of this conversation, I will not repeat, we build this relationship, trust, above all, because today the client goes where he just does not feel this flow and this trust, trust, but then the same platform, that is, ClickMeeting, we use to conduct classes. So we are live, the lecturer connects live. Thanks to this, clients, participants come, because they see the value in it, that they have a live lecturer, that he devotes time, that it is not a recorded material, that they can ask, there is always a session of questions and answers, they can ask about their case, they can ask if they do not understand something. And we have put on this model. Of course, these materials are recorded and then the client has on the platform on which we transfer it all, access to these materials, the possibility of viewing again. But I mean that I changed the model, because I noticed a change in the market. And thanks to this, such a tip, just one platform we use in a double way, that is, both to attract the client and to provide him with services, so to speak. Sure.

[00:35:06] Speaker 2: And if we could return to the topic of prospecting itself, that is, attracting the client and what role, which you have already said, the webinar tool fulfills, in your case, ClickMeeting, what is the most important for you in this aspect when it comes to preparing for such a webinar? Something that is also probably from the perspective of beginners would be important, what they would have to pay attention to. Because creating the event itself is this element that is important already at the moment when we are promoted. And they know about us, they heard about us. And at the moment when we are still at the very beginning and from our conversation it turns out that it is not so easy to come up with a topic today and start working on this topic tomorrow, then what would be the key before creating the webinar itself to create any visibility for the start, for the beginners?

[00:36:05] Speaker 1: You know, this is such a question, we have already talked about it before our conversation that I could talk about this topic for three hours and divide it into three phases, which I will tell you about in a moment. Who knows, maybe we will come back. To talk about each phase for an hour, because if someone starts, I encourage them to start with KTS, i.e. the Customer of Systematic Content. Because then he knows who he is talking to and he can also relate to these people, even notice what interests them. He can also ask the chat, use AI tools, do research, spy on competition, collect all this information. Although most of the time I think that for years they have been bringing the same actions, for example, just a conversation with our potential client and asking him, talking to him, getting into his shoes to hear what interests him. Why am I talking about this? Because this webinar topic results from this. If we focus on a non-current topic, uninteresting for our group, it will not attract our viewers. A webinar, when we already have some minimum community, I'm not talking about a large community at all, it can be at the beginning of a very large one, because a webinar is also supposed to be a tool that will increase the scope of the scale. Yes, such a lever a little. But it's nice when we have some minimal community just because we can already draw information from it, what may interest them. So, the first thing, this webinar topic and this phase before the webinar, i.e. a good topic, preparation of good communication based on this topic and communication wherever possible and using all possible channels of communication, contacts, relations that we have to inform about this webinar.

[00:37:56] Speaker 2: This is in general. And you also mentioned paid advertising, which you carry out. How much, a large percentage, if you would like to share this information with us, is just the movement coming from paid advertising versus the other channels you mentioned now, i.e. for example, organic actions and actions in relations.

[00:38:12] Speaker 1: Yes, you know what, it depends on many factors what we decide on. Because remember that when someone starts, the question is whether he has a budget for advertising at all. Yes, let's start with this, because maybe if he hasn't earned yet, he doesn't necessarily want to invest in advertising. The second thing, let's remember that an advertising client, one who doesn't know us at all, such a cold face, as we say in marketing language, is not a person who already gives us this trust. She may have signed up because the topic is interesting, but remember that she also requires care. So it's nice when she signed up, she would get some newsletter. At this webinar she may listen. Then after this webinar she will receive another email. And either she will be ready if you offered something at this webinar, or she will have to come to the second, third webinar. This is again a longer topic, that we have different groups of clients. Some buy spontaneously, others have to go through this process of longer building trust. And now the question is that if we have a budget for advertising, then absolutely yes, in social media I recommend, it's a great lever to increase the community and the base that we build. And the webinar is a great tool. The question is what is our base? The question is if we set up the advertising ourselves? Do we have to hire someone? So how much can we invest? The question is in which industry we work? How much will this lead cost? Because you know, it's very complicated. There are industries where people sign up in a group, and there are industries where really getting attention will cost a lot. I don't want to go too deep. If we have a budget, it's worth setting up something and testing a few types of advertising to get, increase subscriptions. This is very important. For sure. And in this first phase. However, if we don't have a budget, let's use it. Maybe we have someone who can share this information with us. We can ask our community. If you have friends, colleagues who are interested in this topic, maybe join a group that discusses this topic. And there, not spam, but let's ask if someone is interested in this game. Let's just look for all possible solutions for free. I always say that a lot depends on our activity in this first phase, that is, gathering subscriptions for the webinar. Because if we just announce that I'm doing a webinar and we sit down and we'll be watching for two weeks and someone signs up, I don't know if there will be any effect. However, we will write down a plan. X publications, to which people I can contact, with whom I can, I don't know, maybe with some barter contract. I'll send the info, we'll talk about it, you'll send it. Or maybe we'll invite some guest and maybe this guest will attract us to someone. But let's set it up before we do it. So, a little bit here, we are already turning into an entrepreneur who has to, if she wants to make money, she has to put a little effort to attract these clients. Nothing will happen here by itself. But moving on, so this is the first phase, very important, to think it over, not to go a little, you know, spontaneously, but somehow it will be. I'll organize a webinar and somehow it will be. Then there is the second phase of running the webinar. So that everything goes well, to train it, to practice. If we're talking about people who are starting, believe me, the most important thing is to practice it even X times. There is nothing worse than thinking that somehow it will be. Because each of us is stressed. Even I, even though I've done I don't want to say hundreds, in my opinion, it's already thousands of lives, or presentations, or speeches, or conferences, or webinars, I always prepare. I always have written points, I always collect information, I always look at it from several perspectives. And when there is a speech, I repeat it to myself, and often even aloud, to say it loudly, to also hear myself, to gain this confidence in speaking. Because our attitude during the webinar builds our brand of an expert. And as I said, we have to build our brand of an expert. And when we pass this stage and come out with a trembling voice, unprepared, so uncertain that if someone asks us a question, what should I answer, what's going on, we won't be credible. We won't gain this confidence. So, unfortunately, I always say, I've created a course on how to create and sell an online course, and there is not only about creating and building courses and the whole ecosystem, but there is also a powerful tip on how a presentation should look like, how to present it, how to present it in a way that people will understand how a presentation should look like, how we should practice it, how to answer various questions that may arise. And this is the stage of conducting a webinar. What do we want to convey there? What is the purpose of the webinar? Because it does not always have to be a sales purpose. We can simply build a community at the beginning. Do we want to offer something? How will we offer it? What will we offer? Will there be bonuses? Will there be a lower goal? Where will we attach links? Where will we direct people? Are they supposed to write an e-mail to us? Are they supposed to click a button? Are we supposed to send an e-mail? Are we supposed to click a button? Do we have a website? Or do we not have a website? We don't have a website. No problem. They can write an e-mail. But we have to prepare everything, the path that the client will follow. And this is the third stage of the webinar. Do we have their e-mail addresses? Do we have a prepared e-mail? Do we offer them a recording? Do we remind them that there is an offer? Do we have a series of e-mails that are still warming up? So let's see. This is a kind of webinar, and there are a lot of things to think about and to discuss. Of course, when we do it once, then we can only modify it and improve it again. Because I always say, do it so that everyone improves this webinar. As they say, the first one can be... Listen, I used to say to my clients, when there are few people on your live, because clients very often said, Asia, and when there are few people, when three people come, I say, be happy. Be happy. I'm glad that three people will only see when you host a live or webinar for the first time, because, unfortunately, I'll be honest with you, it won't be a revelation the first time. You know, it's just the truth. I even recommend doing a webinar from you to an empty community, but at least let someone watch it, so that we have a kind of discipline in us. Every next webinar will be easier for us. Why? Because we will have a training with a tool, with which... Yes? ClickMeeting platform. We've been with you for so many years. We train our lecturers and we require when a lecturer signs a contract to go through the training from the platform. Because I won't do something like a lecturer will come to a lecture and say to students, wait, because I don't know what to do here, I'm sharing the screen here, wait, I have to... Well, that would mean the lack of professionalism of the institute. So every lecturer and I know that often girls report that this lecturer doesn't want to, because he says he's already done it a few times. And I say, well, but I would prefer that I would feel more confident that he knows how to organise it. So look, when we start, knowledge of the tool is the basis. So test it for yourself and the more we repeat it, the more we will see how in the third, fifth time we will just be wow.

[00:45:39] Speaker 2: That's true. Asia, there are different opinions, divided, to be honest, in the sense that it's easier to sell to existing clients or, on the other hand, it's easier to get new clients. In your activity, what is closer to you and how do you also influence the client's loyalty?

[00:45:59] Speaker 1: Because you're already talking about this loyalty in the aspect of the client's life extension.

[00:46:07] Speaker 2: Yes, because you've mentioned many times how you use webinars on the path of your client's life. And I'm very interested and probably our viewers also, in what way you do it, that you influence the client's lifetime value. Return, so to speak.

[00:46:25] Speaker 1: Yes. You know what, here there is something that I talk a lot about and I devoted a lot of thought to it, that is, building an ecosystem of products. When we talk about people who start, I never advise my clients to start from something right away, a super pro level, a complex course. No, just start from something small. From the first ebook, because you can write it, do it and have it just for different purposes. Sales, getting leads instead of this. But you already have some beginning of the topic, but let it be a summary of the point A. Then create another thing, which can have different formats. It can have a paid webinar format, which you offer. It can have a mini course format. Let it show how to go from point A to point B. And then create a product that will show how to go from point B to point Z. But put it in such a path that this client, because it is so, this client will not spend a few thousand on a product right away, but first he will want to get to know our way of thinking, our methods and solutions and get to know us, so he will buy something for a few dozen zlotys first. Then he will buy something for a few hundred zlotys. And then he will buy something for a few thousand. If we plan it this way. I am speaking from a longer perspective. In the institute it is like this, that we do not have so many products in terms of price. I said it more in the context of expert brands. In the institute we simply have trainings that discuss certain topics, but they are divided in terms of areas. There is a training, for example, of a social media specialist. Well, you know what competencies are needed there. There is a training of a brand manager, which is already going a level higher, but there is also a training, for example, of a campaign manager, which adds another stage of looking from above. Now I am also preparing a training of a ship, because I also see that on the market today it is key to have such tools as artificial intelligence, strategically manage it all, that is, also find a path how to make good decisions. Because we actually with these artificial intelligence tools how we can present ourselves, present our point of view, of course, how we think, but also how we strategically make decisions, how they affect all of this. So, in general, I am going to arrange such a path of products. And in general, I want to say that webinars, in general, a tool for holding meetings, because maybe let's change it a bit, a tool for holding meetings live, because you don't offer such a tool. ClickMeeting also has meetings, a meeting formula. So, having such a tool, we can use it at every stage, because in the first stage it can be one meeting paid for several dozen zlotys, in the second stage it can be a cycle, and in the third, or, for example, masterminds, and in the third stage it can be a mix, some recorded, some live meetings and we close it then in such a mix formula. So, in general, I have also been working in this industry for years, so I'm learning how to maximize the use of tools, resources, which we have to pay for, right? Because, let's face it, these are subscriptions, but for us all of this to connect. So that's why I told you at the very beginning that the analysis of resources is very important. What do we have? Because if someone would come to me and say, I have a subscription and I have such a tool, I would say, okay, I already know what you can do. You can do this, you can do that. And this is the starting point of the conversation.

[00:50:33] Speaker 2: Of course. Asia, building an online image is not only the desire to exist in the network, which we also talked about at the very beginning of our conversation, but also the desire to monetize this knowledge. You probably already have your own ways at what stage you run pre-sales or new sales for customers. If we could, however, focus on this pre-sales and if you could share your experience and your way of thinking. Is it okay that after, for example, training or after the webinar you conduct, you conduct sales activities and how to do it so that it is not chosen as an impulsive sale?

[00:51:14] Speaker 1: What you are asking about probably has many ways, because what a person, an expert could answer differently because here I think that everyone also chooses what suits them best. I, when it comes to the readiness of a customer to buy, I always understood as a process, I mean, I understood sales as a process precisely that the customer is ready to buy. So, we always focused on the process of educating the customer, showing him solutions so that he understands this, still at the stage I am a recipient of this content, what I get using their product, service. Yes, because it is like the original and the explanation of what he gets and when this customer is ready, when he feels that he needs it, he will make a decision. Of course, there may be elements that convince him because he will get something extra or, I don't know, just on the webinar there is some promotion, he thinks a lot about it and just comes to the webinar, we have comments, so people write like, oh, how great, yes, because I have been wondering for a long time whether to take advantage of your offer. So, this readiness is building, it is not that we have an assumption that when we advertise a webinar and 500 new people come to this webinar, we will just be there, these 500 people do this, you know, I heard some experts say such a warning, first, it does not resonate with me at all, I have never done this, but I know that there are people who do this and I know that there are coaches who train others like this and show elements how to do it. So, it is certainly gentler for us, there is definitely this space to make a decision, there is definitely providing information what will change in your life, because it is important, just in the education process we show paths, we give examples, cases, solutions, also for businesses, because a lot of companies use it, even whole departments are sent from large companies, corporations for training, because we also show that such a person after this training simply changes his thinking, procedures and it also brings the effects at work. However, sales itself, because you asked about it, it all depends on what product we have and what we have. We of course try to also look at the fact that we have a certain client base and there are clients with us for three years. They think that we have very good products, because there are clients who graduated from us after a few trainings, so they went through the whole path and they ask what will be next. So, they feel good in this process. What's more, apparently, they like it because they invest this little money but, for example, we offer packages. So, maybe someone can buy a training of a social media specialist, where I am a pensioner, but there are also many other lecturers. Everyone in their area gives a lecture, because I also think that I am not from everything. The world changes so much that, you know, from advertising there has to be someone else, from analytics someone else, from this someone else. I am a great strategist. I will explain to you how to make such a strategy in social media and how it brought business results. But, if you are interested in this topic, then maybe you are also interested in a package, because we have a package, it is a training with influencer marketing. A great lecturer, recognizable, an expert in this industry. You can buy a package much cheaper, then you have two trainings. This influencer marketing is a little bit smaller training, so no problem to do it, get two certificates and get money on it. Or, we have a package Brand Manager for managing marketing projects, because it turns out that a lot of people have a problem with managing marketing projects. And we have a great expert from a big global company. She is a global brand manager for the whole world and she explains how to manage these marketing projects so as not to get lost when you cooperate with agencies, everyone, and so on. So, this is how it works here. But, there are a lot of other techniques that for sure, when we go through, I generally recommend people who plan such a path to observe the market and sign up for all kinds of events, webinars, to go through these cycles as different creators, different experts have it solved. And then you can see which of them offers what, how, at what stage, which pages appear, do you like it, do you not like it, does it resonate with you, does it piss you off, right? Because sometimes some people write to me that I don't like it because he is so aggressive and when he has a webinar he just sells it, sells it, sells it. For example, during webinars we always make sure that what we write will be given, offered, and there won't be anything like that. Once I was on a webinar and there were about eight lectures and a man came and talked a lot, presented two, and said the rest of the lectures are in progress. Well, we are always honest about it, so there is a bit of an ethics behind it, to define it, but again, we enter the level of values and this kind of identity of our brand, because people associate us with it.

[00:57:07] Speaker 2: Thank you for that answer. I have one more question for you. Maybe a bit controversial, but let's try. Today we are talking about building an image of our own brand, so it would be difficult not to show up while building this image, but lately there is a very strong trend of building an image here, in quotation marks, of course, based on Faceless. What do you think about it? Does it have any chance of success and does it affect all those who try very hard to be visible as I am? You know what?

[00:57:44] Speaker 1: I think that if… There is a possibility, because I see that there are accounts that simply offer content, they try to reach people in different formats, as you say, without showing their faces, so it is possible. You can even sell a course like that, you can build a brand like that, but it requires other activities, other skills. Let's not fool ourselves that we will show that human factor, our eyes, our voice, how we speak, can be a plus and a minus. As I said, sometimes we can scare someone because someone will say, oh God, she has such… I don't know, I don't like her voice, I won't listen. And sometimes someone says, you speak so clearly, calmly, and then all these expressions come out instead of practicing how to speak, etc. So it is always a plus and a minus. But in short, I think that if someone has a big discomfort related to sharing their image, or just is a realist who looks at what is happening and is afraid, because, let's not fool ourselves, it is always worth trying, but you have to prepare well for it. Because it requires proper communication, and also certainly the answer to the question, why can't I see my face? Because at some point it may fall. But it all depends on what we offer and how we offer it. So I would summarize it as why not.

[00:59:34] Speaker 2: As you mentioned at the beginning, practice makes perfect, because what we do or any other actions in front of a mirror, for example, increases our self-confidence and lowers the level of fear. So let's hope that this will also be something that will encourage our listeners to show their face, because it has a very strong impact on building confidence.

[01:00:01] Speaker 1: It came to my mind as an example. I once wrote down out of curiosity in a path where there was a woman who was building a faceless brand, but out of curiosity the product itself, i.e. the path after the payment was already with her face. So at the stage of the webinar there was a product being sold, a recorded webinar, where she was already showing her face. So it's not quite like that.

[01:00:29] Speaker 2: But there is a kind of hybrid that has a chance to exist.

[01:00:35] Speaker 1: That's why I say that everything is for everyone, because when we realize that practice makes perfect, when we go into the process, maybe we will suddenly realize that we can do it differently. Or maybe we will mix it. Maybe this stage doesn't suit me, but this stage where I already have a group of trusted people more.

[01:00:54] Speaker 2: Asia, thank you very much for today's conversation. Thank you too. We will be able to meet again and continue the topics that we discussed today. I will be very happy.

[01:01:02] Speaker 1: Thank you and see you soon.

[01:01:03] Speaker 2: See you soon.

[01:01:04] Speaker 1: Transcription by ESO. Translation by —