[00:02] today my guest Artyom and I will try to analyze the formula for launching a successful online school and in our opinion, Artyom will probably argue with me. It consists of three main elements: the first is a product, the second is
[00:17] traffic, and the third is high-quality, volumetric work with the database. Before we start, like this video and subscribe to the channel. Here I publish useful videos every week on promoting information products.
[00:33] yourself. Why are you even here on my channel today? Hello, Pavel. Thank you for my channel today? Hello, Pavel. Thank you for inviting me to your podcast. I have something to share, as your topic is extremely relevant. At the moment, I
[00:46] have been engaged in marketing for online schools for 9 years and four of them are related specifically to working with the database, that is, with the subscription base with those users who are inside the private label of online schools. Indeed,
[01:02] quite a lot of material has appeared on this topic recently, especially after 2020, when most of the traffic basically fell off, we see this in our systems. We have our own platform for analysis.  Motor Alitiks traffic is specifically
[01:19] for analysis.  Motor Alitiks traffic is specifically for analyzing traffic and sales within online schools for those online schools that are based on the course and the general trend suggests that traffic purchases are falling, the cost of traffic is
[01:36] rising, and accordingly, schools have begun to look for new areas of growth, and to look for new areas of growth, and with the database. This area of ​​knowledge is quite large, but has not yet been fully
[01:52] quite large, but has not yet been fully studied. But now we know that up to studied. But now we know that up to 80% of all VN sales are obtained from the subscription database. And so that you understand this is not an unfounded opinion. Artyom monthly
[02:06] analyzes how much more than a billion rubles in turnover is 9 billion rubles monthly per year, rubles in turnover is 9 billion rubles monthly per year, almost 1 billion per month. 1 almost 1 billion per month. 1 billion is approximately 9-10 percent of the turnover of
[02:21] schools on the Course platform. The Course is the industry leader, about 70% of all schools are industry leader, about 70% of all schools are located there. We consider this data to be very significant, but it fluctuates, of course, depending on the season, depending on the set of projects
[02:37] that we have. Because a giant comes in that makes 200 million per month, it naturally changes our statistics somewhat, but there is a lot of data.
[02:49] Plus, we not only see the data through the prism of analytics, through the prism of precisely Besides these platforms, we communicate with online schools a lot, we communicate
[03:05] there literally every day. I have a new project, I'm figuring out how it works and what pains it has, that's the topic of today's podcast, the topic of traffic is a today's podcast, the topic of traffic is a real pain that people don't
[03:20] know where to go, that is, this problem has not been solved and it still is, so we'll probably start with traffic, but in general, we have three points in the program today and I believe that if we work thoroughly with each of them, then in principle there are no
[03:34] obstacles to launching a popular, profitable product that can be Well, almost infinitely scaled within the niche and market, of course. So, these points are first, traffic, second, product. And third, the
[03:48] base, let's start with traffic, according to your experience, according to the analysis. What sources are the most relevant today and where do online schools mainly gather their audience from? Well, let's first start with
[04:04] audience from? Well, let's first start with monitor online schools and work within online schools, and even then everyone was talking about how traffic was getting more expensive, but we could not imagine how much
[04:20] could not imagine how much ours  The world will change and how much in what year? ours  The world will change and how much in what year? Well, in what year is this simply something incredible? Probably only the growth rate of ice and the cost of ice can be compared to the
[04:34] growth rate of cars. And more. What segment where more. What segment where
[04:46] So, about traffic sources in 2016, it’s definitely in contact. If we talk about advertising networks, the most popular advertising network in Russia is
[04:59] popular advertising network in Russia is VKontakte, MyTarget, Facebook, Instagram, and then some small change. After 2017, there was a smooth, smooth, such an ascent. Quite a fast, rapid, and Instagram. Yeah,
[05:15] together with Facebook. It’s clear that the Facebook advertising network, but the Facebook advertising network, but the Instagram platform, online schools, up until the end of 2021, everyone was on Instagram. Well, we probably pumped exactly 90 percent of all
[05:27] traffic from that one. I had, more precisely, my own department in the project that dealt specifically with traffic from Instagram. We really did it
[05:39] Instagram. We really did it well, and in 2022, this story completely blocked it out; it collapsed, but what’s noteworthy is that it collapsed not only  Traffic sources, but also the Funnels
[05:53] that worked on these sources. Because when switching to other networks with a sharp switch, metrics float and the economy stops converging. More than half of the Funnels have stopped
[06:06] More than half of the Funnels have stopped working. And at the moment, we are seeing a trend: search traffic, specifically contextual traffic, and
[06:18] banner traffic, that is, mainly Yandex, from VK, traffic is quite stable, Yandex, from VK, traffic is quite stable, and Telegram is a new platform in terms of all other
[06:33] platforms. That is, before, it basically did not exist. Now it has appeared and is quite exist. Now it has appeared and is quite confidently marching across the market. Look, yes, it is obvious that traffic is getting more expensive and this increase in traffic costs is killing the economy. What
[06:47] are online schools doing to solve this situation? We have already talked about working with the database. But what about additional sources? Where is the infobusiness looking, after all, it’s not only contextual advertising and POS in Telegram, plus Telegram
[07:01] exists today. Yes, but there is another source of traffic that is not so well controlled in terms of optimization: purchasing from bloggers. The market is definitely looking
[07:16] definitely looking towards platforms. Where can you get organic traffic? There were all kinds of resources, and there were courses on rice and there  Some agencies are even newly created professions that have already emerged and then
[07:32] disappeared somewhere, that is, there are no more makers on the market. Well, they certainly don't talk about it so loudly in club parties in large communities anymore. It's no
[07:45] longer some kind of growth tool. It's most likely some kind of most likely some kind of SMM attribute, just like sending out emails. That is, it goes without saying that it takes off for someone without
[08:01] takes off for someone without any imbalance of stories there, I definitely do agency generally deal with organic traffic, and when we analyzed the channels we can work with, one of the big disadvantages of the
[08:14] strategy was that they are essentially unpredictable. Some people get results, while others do essentially unpredictable. Some people get results, while others do n't, and it's essentially can't be responsible for the end result, and in this regard, we came to the
[08:29] conclusion that there are two huge media platforms in Russia: Yandex and Google. Online schools are already buying contextual advertising there, but for some reason they overlook the fact that in fact there is organic traffic there, there is free search traffic, but
[08:43] conditionally  It's free because there are 100% resource costs for content creation and there are very few educational projects out there now, that is, the big ones are Skillbox Get CS. But they are mainly promoted through branded traffic. Well, there are
[08:58] very few small online schools. And of course, we can talk about why online schools don't do this, but perhaps some of our clients have definitely started this path. And as for yours, I would also like to know if
[09:12] any of the online schools that you track on your platform are starting to climb into organic search results. You know, in general, the topic has search results. You know, in general, the topic has always come up, as far as I can remember
[09:26] my relationship with online schools, now it's undoubtedly more often. Why more often? Because people have started to consider the economy and in general now due to the fact that
[09:38] paid traffic in advertising networks has become much more expensive there, 10 times more expensive than 2 years ago, then it sat at this price level, it has suddenly gotten a little better, that is, it seems like you
[09:52] can already take a closer look, it seems like this is a worthy alternative to the big-name CSs on the market. Really few. That is, I know several clients in my
[10:07] circle who are really pumping up traffic and  They've been pumping it up for years. traffic and  They've been pumping it up for years.
[10:19] Others have really done well. I think there's not enough planning horizon and even some kind of self-organization horizon. That is, they still think more in terms of periods they still think more in terms of periods in terms of marketing, per month, quarter,
[10:34] maximum six months. But this is the maximum in terms of a product. Yes, they can think further in dreams about how much they will earn. This is always nice. It's always nice and they can compare years of revenue there, it's
[10:52] compare years of revenue there, it's great, very beautiful data can be displayed, but in the end, when it comes to how to
[11:06] the traffic and recoup it on this wave, but now the question arises: How to do this abruptly in the current conditions? Not all schools succeed. Well, yes, probably only with some hyped ones do they
[11:22] really hit the audience, not always, that is, there is. It's audience, not always, that is, there is. It's more likely not about the products, but about a very more likely not about the products, but about a very complex combination of different factors. The
[11:35] complex combination of different factors. The charisma of an expert, the expertise of a producer who correctly conveys ideas and successfully ideas and successfully compiled a funnel and a well-chosen
[11:49] offer for the audience, that is, you need to conduct a high-quality CAD to do all this. And all this can still be ruined by hired  The team that does this manually, that is, a rather multi-factorial story, a very complex equation that
[12:06] story, a very complex equation that can ultimately lead to the success of a project or not. There are online schools on the market that are essentially the same, but they work completely differently. With traffic, some people get their money's worth right away, while for
[12:24] pays off solely thanks to some further work. That is, the some further work. That is, the traffic itself, as a function, acts as a database accumulator, that is, replenishing the database, but not earning money, and in the moment it
[12:39] may not even pay off at all. The days are gone when you could just snap your fingers and buy advertising and immediately make a ton of money, and therefore online schools are really willing to pay a lot for traffic if this
[12:53] traffic is targeted and in the future you can pull some volume sales from the database from it. But you correctly said that the combinatorics is very complex, and that the combinatorics is very complex, and in this formula, everything was fine while
[13:06] traffic cost pennies. That is, you could take some risks and buy traffic very cheaply; to hell with it, it will still pay off. But if traffic costs as much as it does now, you need to plan long-term and add
[13:22] additional tools to your marketing strategies.  This is absolutely a given, yes, and here we have a small atop of the following topic in terms of product, if we talk about the fact that it is becoming
[13:39] difficult for schools to fly and earn money from cold traffic, respectively, the school is obliged to meet certain quality criteria, meets a bar that leads to the fact that people want
[13:56] that leads to the fact that people want this product and is obliged to make products that people will buy again, or such products in such a school that people will repeatedly contact. Therefore,
[14:10] will repeatedly contact. Therefore, our market is definitely being cleansed of our market is definitely being cleansed of dishonest schools, from dishonest products from what they call info scramble info gypsies, and the new word
[14:27] established practically at the legislative level, info gypsyism, is too offensive for us, we do not want to offend the gypsies. And info from the camera. That is, this is important and indeed, when we say that
[14:43] we need to do everything efficiently, we begin to think ahead and invest in this business, and as a rule, it does
[14:55] not work out to make investments in bad products. In general, investing in organics seems not just in investing in organics seems not just in demand, but in fact, mom, in order to sustainably develop your online school  It is clear that at the moment we
[15:10] are filling our funnel, our database with the help of paid traffic sources, this traffic is constantly becoming more expensive and filling this database is less and less profitable, and we need to go to additional organic sources to attract
[15:23] traffic for smaller amounts. And as we have already discussed, the Ural strategy has its downsides. All discussed, the Ural strategy has its downsides. All strategies have these downsides in terms of low predictability. If we launch contextual advertising, we clearly see
[15:38] the details by keywords, we understand which keyword is in what volume of demand and how much. Based on this demand, we can attract traffic further, we calculate the funnel and understand the number of registrations. So, SEO is absolutely the
[15:52] same story. We are moving forward using the same keywords, attracting the maximum predictable traffic and attracting it, naturally, much cheaper. And there is an important point here. If everything is so cool, then why haven't online schools yet
[16:06] started working with this source en masse? And I analyzed this issue for a long time. When we first entered this market and looked at examples of those schools that had already launched some kind of search strategies as part of their comprehensive
[16:21] promotion, as it turned out, most of the companies that we  They tried to consult and promote using commercial keywords like training and setting up advertising on VKontakte. Yeah, yeah, well, it's interesting, interesting, and this isn't
[16:34] interesting. This is actually stupid on their part. Because if you look at the breakdown of demand, we see that a very limited number of people are looking for training, very limited number of people are looking for training, but we take this keyword,
[16:47] paraphrasing it in the format of How to set up advertising on VKontakte, and we see many times more demand for editing. We'll add a few more screenshots of examples of how Niko, a popular query specifically about training, is converted into a highly popular,
[17:03] high-frequency query of an informational nature, and that's exactly where maximum coverage is achieved in expert blogs, large volumes of traffic, on which you can already build an interesting economy. Well, continuing the topic,
[17:17] I have two more options to complement it. Why don't schools go into to complement it. Why don't schools go into SEO history? Or perhaps the market is not saturated with specialists who generally
[17:32] provide this service there, for example, just like, for that there is a certain inertia in this tool, no matter how you look at it,
[17:45] inertia in this tool, no matter how you look at it, this further aggravates The story that there is no demand and no supply is the first thing I will add here right away. We, by the way, also paid attention to this point and restructured the format of work in our agency
[18:00] instead of moving with prints by month, as the agency usually does: a month for an audit, a month later we rolled out recommendations, a month later we implemented them. We divided our months into weekly segments and thus we
[18:15] second week of cooperation, which allows us to get the first some allows us to get the first some traffic work and yes, many in Infobiz had the feeling that I was investing for months, so we tried to neutralize
[18:31] this objection and Indeed, it turned out that inertia has not gone away. Yes, it is interesting, that is, you reduced the time there to achieve the initial small result by three or four times. It is clear that you still need to work to
[18:44] get interesting commercially significant volumes of traffic and leads, but we are seeing the first progress. Already quite quickly and this is a big plus. It is interesting that when this is a big plus. It is interesting that when we talk
[18:59] these are still some technical actions of a some technical actions of a huge volume that are accompanied by a small volume of produced content. That is, this is content produced
[19:13] That is, this is content produced once and looped on repeat. Here are autofunnels  And indeed, from a production standpoint, it's cheap
[19:26] enough compared to, for example, servicing an online school itself. Well, I've been working on the
[19:38] story since I'm not an SEO specialist, especially since I have a suspicion that everything related to content production is being pushed back to a pushed back to a later date. And at the present time,
[19:53] this is becoming especially relevant because schools understand that it's because schools understand that it's using automated formats. They need to invest real effort in producing
[20:06] invest real effort in producing content, and this is really the path for many schools to begin producing begin producing content through resistance and start some kind of healthier
[20:19] story. The SEO topic, as far as I understand, can be can be completely outsourced. Yes, you can completely lead, this is a definite plus. And at the same time,
[20:34] nevertheless, this is a different way of thinking. You need to have something like how to get traffic from SEO. Several other processes. Well, yes, who has been engaged in search engine marketing since 2014, but for many, it's not, but can I
[20:49] interrupt you a little more? Before I forget one great idea, you correctly noted about creating personal content. They once cobbled it together.  The landing page works for months SEO The same story We create an article once, this article
[21:04] is in some demand, for example, the article How to bake bread, which is written by a the article How to bake bread, which is written by a school on baking bread Do you think information on how to bake
[21:16] bread if the flour does not disappear Well, they will search and here is the story As long as the article is physically on the site, while it is in demand, and most often we work in the Green format with evergreen topics that are constantly in
[21:31] demand We basically make efforts not to constantly create new content for the sake of this content that in a couple of days or weeks will become irrelevant, but in order to build a large content
[21:44] infrastructure where each unit of content works for the school for months and years, attracting traffic to it Screenshots will also appear here And from Yandex metrics of some of our projects, where you can see how articles work for a
[21:58] very, very long time Listen, great, in fact, I also have experiments regarding SEO I, at my amateur level, launched some processes there and I notice that there really are 10% of the materials
[22:14] that I produce that have been consistently produced for several years There is probably only half organic traffic that I have and so far,
[22:26] without any specialists, it’s not entirely clear how to manage it. That is, how to create such materials that will be evergreen and accumulate this
[22:38] potential. What you’re saying is actually super cool, it really seems to me a hack of the current state of things on the market. Yes, indeed, it is necessary to create new processes that are fundamentally different from
[22:56] how we used to drive traffic, because in order to buy traffic from bloggers, I need to create a few processes because the main story is in the auto-funnel itself and it has already been created. I
[23:12] and it has already been created. I add another source of traffic to these patterns, and SE is some kind of story. So far, an alien topic that is discussed much less frequently in the infobusiness than together we are trying to create a new trend, but in
[23:30] fact, if you look into it, then in essence, yes, the mechanics here are a little more complicated than buying from bloggers. I wrote to the blogger, agreed with the blogger and off we go. Here you need to create content and publish it on the site. But in principle, all issues
[23:43] are resolved and, in fact, after you have this site, blog, assembled and the first articles are posted and traffic starts to flow, how does it continue? Since this traffic source Since this traffic source connects to an existing funnel,
[23:57] we are not building a funnel from scratch here. Working with organic traffic is relevant for the Funnels for Funnels marathon webinar through consultations and analysis. That is, there are no main thing is to understand that we are simply
[24:09] creating a new traffic source, which is currently the most
[24:28] profitable. As for SEO, the Expert himself plays some significant role. The School Expert. Does he some significant role. The School Expert. Does he possible to organize SEO traffic based on some other
[24:43] sources of information? I would not unpack the main expert because in this case, we will definitely compete with similar take-offs that are ranked in Yandex by the ton, and what allows us to quickly gain positions in the
[24:59] top is precisely expert content. Nevertheless, for everyone, at least for us, it is clear that the Expert himself will not write these articles. We need to build a relationship with him, and how we built it: we analyze keywords and
[25:14] ranked in the search results.  we are building a market  The structure of the publication, what should be mentioned there, what should it lead to? What target action? And the only thing about the World Cup is that we ask the expert to either give us some kind of knowledge base,
[25:29] for example, course recordings, some webinars that he already has, or simply record a voice message on the topic of this article with the main theses that article. Therefore, his involvement is minimal. Then
[25:43] the copywriter works on the technical section on the one hand, and on the other hand, the expert theses that we received from our partner, and the result is a cool publication that coolly goes to the top because it is different from what is
[25:58] currently ranked in Yandex and monetized through an advertising network. Listen, but this is very cool. This is what I hear. Firstly, you and I have dug up another reason why SEO does not take root because you need to burden the expert.
[26:13] An expert in any online school. And I work with them quite closely. This is a work with them quite closely. This is a bottleneck. This is the very element that all producers and marketers are trying to unload as much as possible.
[26:29] Why? Because the majority of sales, up to 90% of all sales, if we're talking about healthy online schools, are made within events, those sales that bring in the project's margin. That is,
[26:45] we're not taking the auto-funnel into account right now. Perhaps we'll recoup traffic, we'll recoup traffic, recoup some other stories related recoup some other stories related to the team, namely, if we're talking about
[26:58] to the team, namely, if we're talking about the school's future earnings, then the overwhelming majority of experts are of majority of experts are of the opinion that they do everything and all the sales are
[27:12] on their backs. Well, that's their position, and when we talk, we come to an expert and say, "You know, we still need to dictate about 500 audio files
[27:25] over 3 months," he says, "Let 's buy traffic, it will be expensive, 's buy traffic, it will be expensive, but an hour of my time is more valuable to me." So, if you've really created a cool system that can easily
[27:41] integrate with an online school, then you're entering another market: the market for entering another market: the market for organizing retention blogs that hold the attention of blog users. If we're talking
[27:56] about an online school, it has several key fundamental elements that help it feel healthy. Well, like organs in the body, and one of the
[28:11] elements is traffic generation. There are criteria that we have already discussed with you. SEO fits perfectly here. The second criterion is the product. This is what we will discuss with you again. And the third criterion is that I retain the
[28:28] retaining element of subscribers within the online school. That is, we need to come up with something that can hold their attention for several years.
[28:40] Then we will create an endless stream of such precedents for selling anything to these users. And in half of the schools, the story with the blog is not closed.
[28:56] closed. For example, the expert does not know how to write, or the expert does not know how, did not organize the process, or he simply does not want to, or he simply does not want to. Yes, this can happen, but we still say that over time, the
[29:12] but we still say that over time, the infobusiness becomes a good solid business. This is no longer a game, which ceases to be hype, that is, this is a very serious story, therefore, experts, having played, they still begin to
[29:28] think in most cases like businessmen and they are already beginning to solve an applied problem. And the problem can be solved. Well, trivially, such a good solved. Well, trivially, such a good outsourcer to whom you need to feed your
[29:42] thoughts in audio format, for example, or in video format, or in the video format, or in the format of excerpts from an expert's speech. format of excerpts from an expert's speech. Wherever he may be He did not speak and then in
[29:56] this concept the blog can be completely delegated without changing the meanings without changing the essence that the Expert himself is trying to convey Yes, this that we were just solving and in my
[30:10] opinion we solved it quite successfully Yes, this is very cool By the way, very cool By the way, here's a note for you When I listened to different expert authors on how to create blogs with experts that do not
[30:23] blogs with experts that do not work out but they want this is the main thing and in my opinion, in my opinion, Khristosenko spoke about this but I could be wrong to be spoke about this but I could be wrong to be honest maybe not him the main technique
[30:36] that allows you to organize an endless stream of content Yeah This is to place the expert in a comfortable environment and allow him to kind of study this
[30:49] information That is, if he likes to make podcasts Okay, you put up cameras, content SRO this content can be further used and translated into other formats If he likes to write great,
[31:06] close him in a room he writes If he he likes to go for a walk there and record audio of his thoughts If he knows how to formulate them like this
[31:18] formulate them like this great That's why I realized that my process for writing short short Yeah, the thoughts are about converting them into posts and then
[31:33] designing some kind of presentations for speeches and these speeches can be easily recorded and then somehow translated into an additional format additional content because anyway in the posts you
[31:49] can’t describe everything and during the speech a lot of details can be added in general what you described really interested me I’m very glad Maybe you will interested me I’m very glad Maybe you will soon become our client we will yes
[32:02] before finishing the block on traffic I want to know what to discuss with you The next question, what do you think is primary traffic or product Good primary traffic or product Good question In general, any modern
[32:16] online school is still built on the product More precisely, on an expert who is simultaneously a product and primary, after all, his expertise can primary, after all, his expertise can then be packaged into a product,
[32:31] maybe in parallel With traffic, maybe even after traffic, but he must go through this experience hundreds of times as a rule Well, for example, I have an intensive course on working with a database, but at the same time, in order to make this intensive course Yes, I
[32:47] sold it before I conducted it, that is, before I actually formed a program But in order to decide on this step, I conducted  100 analyses of real analyses of large and small online schools, I accumulated
[33:04] competence and, using the patterns of these analyses based on a huge amount of information, I compiled an intensive course. That is, after all, primarily it is some kind of activity that ultimately forms expertise. And
[33:19] expertise is packaged into a product, then in what order traffic to the product arises. In my opinion, it does not matter, but sometimes you can
[33:31] matter, but sometimes you can do it if something went wrong and sales are already underway, that’s why if we talk about how to sleep peacefully, you need to produce a product and then sell it, but sometimes the economy
[33:47] simply does not converge at this point and you need to come up with How to optimize the process by superimposing these parallel ones on top of each other. A good answer is very thorough. For my part, I
[34:01] will say that this concept is close to me in part. I certainly agree that first of all it is not the product and not the traffic, but the Expert, and everything is Expert, and everything is built and determined by the Expert, and that topic, those
[34:14] segments of the target audience, where and what kind of traffic you will attract in general, and accordingly, Which product to launch. Therefore, the Expert is at the forefront, but for me, based on personal feelings,
[34:27] I really like it when at the time of launching a product there is already some audience or  In the database, subscribers or the understanding that we are now launching traffic, this traffic goes and buys and we will make a product that, thanks to
[34:40] this test marketing, we already understand what is in demand and by the way, SEO is a tool that generates renewable traffic for us, attracted from month to month, gives us the opportunity to test different products, that is, we
[34:53] have expertise in which we are familiar, we have a block that constantly attracts an audience for us and we can try to launch completely different products for this audience, I mean to enter our funnel, that is, to
[35:07] start connecting with us. Of course, you can transfer them directly to social networks, some free one, and in the sense of trying to feed them some trying to feed them some free topics and by the reaction to them,
[35:21] see the interest, true interest Yes, the audience for a particular product yes, yes, yes And precisely from this, to form a product not only from your expertise but also from what is in demand and What is relevant for the target audience in
[35:35] fact, that's what you say about testing products on small testing products on small such micro-history, how much this will take root in current online schools I don't know because
[35:48] as a rule there are some processes they can be in the head of an expert they can be packaged into some kind of work by a producer through Kaz dely through analyses and so on That is, in general, and now
[36:05] nothing prevents schools from testing these small products, it's a question of resources, but if there is some real life hack on how to do this very quickly, for example, very cheaply produce these small test
[36:22] content units and then draw the right conclusion from this and also take into account right conclusion from this and also take into account that there is Surely, each expert has areas of knowledge that are not covered, there is another The task will be how to cover
[36:36] these areas of knowledge Maybe there will be an invited expert or like today invited expert or like today or like today yes yes, but nevertheless, another tool in the piggy bank, this is just Cool yes, but I think we
[36:51] have analyzed this in great detail In principle, the fact is that today there is a trend towards organic and we must understand that search engine marketing is one of the drivers of this trend, it seems to me, for the coming years, given that it is just beginning to
[37:06] fill up with schools Listen, since we have already discussed a lot about this, how does already discussed a lot about this, how does text generation fit into this story through the same GPT is currently in use on NKE
[37:22] search engines. They've learned how to generate articles from those written by robots. Yes, of course, they've learned from search engines, and Yandex and Google have filters
[37:35] that cut off generating. It seems like today there are some industrial ones that allow you to bypass this, but so far, based on what I know, it works adequately in the product category. That is,
[37:48] when, based on the characteristics of the product, you need to generate millions of descriptions for a huge product matrix, but if we're talking about expert content that people will read and through which we will sell something or lead to the
[38:01] first target action in the funnel, even getting a free product here without a neural networks can be used to, say, create a text skeleton, but again, the text skeleton is a marketing structure,
[38:13] and the marketing structure of an article should sell and leave it to the mercy of neural networks. Today, I don't see any possibility of this working poorly, and we don't use this tool in our work. As of February 20, 2022,
[38:29] February 20, 2022, but not yet. Yeah, well, it's interesting. I realized that there should be a certain naturalness. Yes, in  text that a person still sees if we are talking
[38:45] about material that may be of interest, more material that may be of interest, more precisely, the topic is Uh-huh, of a technical nature, precisely, the topic is Uh-huh, of a technical nature, descriptions of the properties of some materials
[38:57] descriptions of the properties of some materials and descriptions of the operation of some mechanisms, then here's what to do with this, these, as I understand it, robots describe all this quite well,
[39:09] and writing to a person in literary text is pointless because this is a technical text in this context. Yes, but this is far from expert blogs. By the way, an interesting Insight is now attached. This is relevant for you. You can
[39:23] talk about the KATO course in your expert blog and describe it, including with the help of neural networks, and in this case, traffic will perhaps be attracted. But I cannot guarantee this, and then you
[39:36] automatically lose insurance from competitors because competitors can start doing the same thing as now. This is an interesting example that came to my mind: what is happening on marketplaces. The business model of Russian sellers was
[39:49] built on purchasing goods in China cheaply and selling them in Russia expensively, and now the Chinese have come and are selling them cheaply directly in Russia. About the same thing can happen with the course.  neural networks and other
[40:01] competitors who will also begin to actively use this tool. And in the format of expert blogs, we are insured in this regard precisely by our authorship. It's so interesting. Well, in the end, if we find ourselves in a situation where each
[40:14] if we find ourselves in a situation where each of the players has equal tools and equal quality texts, then the one who has more of them will win. Yandex, most likely, has neural networks and uses them to generate quick answers,
[40:29] or we'll cut it out. Well, yes, that is, now I have already cut it out. Well, yes, that is, now I have already noticed in many niches where I need to get a short, dry, thesis-based technical answer, I get it without
[40:41] going to sites. Whatever, how does su prostin work? For example, immediately once this 2T 4 widget is described step by step. If something is missing, there are also quick answers for Yandex, so it's not a very sustainable strategy. And we are kind of
[40:57] for SEO, which should work for years. Because if we fit into this, we would like to receive results from it for a very long time. Yeah, it's interesting, but I think we have already paid a lot of attention to traffic, and here we can draw some
[41:10] general line, which will probably sound like this: traffic  It's getting more expensive. Something needs to be done about this. We need to diversify our sources. There are different diversify our sources. There are different methods. There are RILs, SE promotion, and
[41:24] other organic methods, and they should be included in your strategies. If you plan to develop your school over the
[41:49] And this is the game of External
[42:08] Independent Evaluation (EIE). Organic traffic from search engines for your online school. Then, at the link in the description of this video, there is my free video guide where I, in video lessons using checklists, guides, and auxiliary materials, how you can apply it to your project, with bonuses totaling about 50,000 rubles. Get it from the link in the description. And if you are ready to start working with a contractor, then at the other link in the description, you can
[42:22] leave a request for a consultation, and my team's specialists will develop a comprehensive strategy for promoting your project using search engines.  Follow the get in touch. Let's
[42:35] talk about the product now. What should it be like in 2024? What should it consist of? Well, I think you can tell me better than me. The product story is probably the most important story around which the online school is formed and organized.
[42:48] This is what our expert's expertise is packaged in, and what people really want is something that solves their problem, whatever
[43:00] it may be: learning to sharpen knives, learning to draw, enjoying drawing, and so on. It could be a sports goal, or some story sports goal, or some story related to sensations. Absolutely anything. That is,
[43:15] the product brings a person to the desired point. This is important. It performs a transformational task, and it really should be as If we consider a
[43:30] marketing ecosystem consisting of several elements of such pillars that allow the school to develop and feel good, then the product is one of six such pillars. We can show this screenshot later, and this product is, in
[43:46] general, the basis for creating the entire online school. In fact, the idea entire online school. In fact, the idea of ​​​​creating a school lies near the product itself. And if we talk about certain criteria that  I formulated for myself
[44:02] criteria that  I formulated for myself what is this very element called a product or products. This is the element that should be as diverse as possible. There is an opinion that a school cannot be
[44:18] stable and feel secure if it has only one product. That is, such schools are usually subject to all sorts of crises, marketing difficulties, interruptions in the supply of new products, and so
[44:32] interruptions in the supply of new products, and so on. What we see in the market, for example, when a school focuses on teaching people Instagram, such schools can very quickly close in an instant. There were such players and they are
[44:48] quite large. We have a case where a player literally dropped from 10 ml per month player literally dropped from 10 ml per month came up with a new product. Therefore, product diversity is what
[45:03] helps stay afloat for a long time. It influences the metric called repeat sales. Yeah, it is due to this metric that
[45:15] we can maintain or even scale the school to maintain income through the release of new products. I mean, such cases are quite common.
[45:28] such cases are quite common. Here you can consider two cases of my clients. And in November, this client literally had a sharp increase in income. client literally had a sharp increase in income. And there, within one month,  From those to
[45:42] And there, within one month,  From those to 9 million, the school grew, this is simply what is called a bull's eye with the product. Perhaps they carried out a good Kazdef. It is unlikely that this is the purchase of traffic. This is not the purchase of traffic. I spoke
[45:59] with the client. That is, this is really a story that is based on interaction with old users, and the graph also users, and the graph also tells us these colored sectors, they
[46:14] tells us these colored sectors, they say that this is money, the volume of money that users paid while being in the database for 2 years, well, or here is the purple sector, a
[46:26] user who paid who has been in the database for a year. That is, this is a very good healthy story of working with the database, and exactly at that moment they experienced growth, most likely because the audience was watching them, most likely
[46:43] because the product is honest and it served its purpose, and what is noteworthy is that from that moment on, precedents began to happen more and more often at the school.
[46:55] Such peak explosions in income explosions in income simply would not have been possible without the second product, and this is clearly visible on the graph. Of course, the dynamics in this school are not explosive, but in terms of
[47:10] income density, in terms of the level of income from the database, this is still a noticeable drop between this is still a noticeable drop between the peaks, which is no longer associated with  products and with the team That is, this is also one of the difficulties that can ruin everything,
[47:26] in fact, no matter what the product is, the badly Damn, I'll interrupt you a little, I'm looking at these graphs I'm listening to you and in my head the picture and attitude towards the
[47:41] overall perception of my educational product is completely changing That is, I teach search engine marketing, including search engine marketing for the infobusiness and I have this problem I have only one product Yes, there was one, now there is another, I need to urgently think about
[47:55] launching a new one because Indeed, this is how it is, here are my graphs - It's like before these surges Yes, this is a quiet, peaceful, calm life, but on the
[48:07] graphs, but in fact, they most likely worked like horses So, slowly going worked like horses So, slowly going through different options, they came up with a story with a product, implemented it and really got a very good
[48:23] result Another client here it's less clear, but growth zones are also visible In May of 23, something happened here for them And what
[48:37] allowed them to also get three times more money from the database times more money from the database than before these colored sectors are blue graphs users  Well, presumably, indeed, from the Funnel. What's
[48:54] interesting here is that further, it is visually clear that these sectors that talk about income specifically from the base due to the second product began to bring in more money every month. And this is really
[49:09] bring in more money every month. And this is really cool, this graph. The client saw it in January. He came to me and said that the twenty-fourth year would be the year of the twenty-fourth year would be the year of the product because this is what will allow
[49:23] them to compensate for the rise in price of Rai, and for 2003, it is clear that they began to make and for 2003, it is clear that they began to make less money due to advertising. Yes,
[49:35] precisely due to the fact that their registration schedule and so on. That is, in essence, if they had not launched the second product, you can
[49:48] remove the colored sectors and look only at the blue one and profitability. Well, more precisely, not profitability, revenue looks terrible, it is falling. Yes, it allows  t only the second product Yes, but in fact, the topic of the product is
[50:05] much deeper than we are discussing because with a limited number of topics And there are really niches where Well, it's difficult to create something You can come up with
[50:17] offers this is also product diversity an offer for a product this offer can be related to the format can be related to a special form of access to the course and so on That is, in any case, having On
[50:35] this layer on the product layer there is some diversity in topics I'll show you another diversity in topics I'll show you another graph like this one having On this layer of product diversity we can more clearly adapt to
[50:49] the user Yeah and with a higher probability he will buy it is the same as the salesperson who is now talking on the phone had a set of actions that he can perform that are available to him and he goes through these actions can
[51:05] choose the right offer for a person Here I've been telling everyone lately a year and a half ago I was at training went to a very cool producer training went to a very cool producer in the course one of the market leaders and the course was
[51:20] just fantastic there inside Who is this, if it's not a secret no I can't talk about this ho Well, otherwise I would have turned out the same I'll tell you later  I'll send you a link, but the course is really wonderful, there are a
[51:36] bunch of curators inside, the support is excellent, the content is simply impossible to find fault with, it's Cosmos Hollywood. I burned out, that is, the format that was offered to me didn't suit me. I'm more interested in paying the same
[51:51] I'm more interested in paying the same money to a consultant. Yes, for example, this year, more precisely at the end of last year, we simply hired the former marketing director of stat and he pointed out a couple of features to us, I spent the same amount of money. But these
[52:06] I spent the same amount of money. But these features are already working. I've already worked on the topic, and maybe it took the same amount of time to work on the topic, but I wasn't that busy, and my format of interaction with him to solve the problem is
[52:21] fundamentally different. If we take our product and start thinking, how else our product and start thinking, how else can we solve this problem? We will cover the maximum possible segment from the entire possible segment that is interested in the topic,
[52:37] and not just a part of it. Otherwise, we end up artificially narrowing our audience to those who are ready to participate in our format. Yes, that is, in fact, this is an
[52:51] insight for many online schools that not only the product but also the format is important, but I think we've gone a little far. But in fact, it's not for nothing that  We have come so far, this will allow us to take a more comprehensive look at the following important points that we will
[53:05] elements of a sustainable, in-demand, relevant products in 2024 and beyond. Tell us about them. First, we are going through this. Yes, I think so. Well, this answers my question. These are the product criteria you
[53:21] were talking about just now, well, the criteria of a cool product, rito. No, product, rito. No, not the criteria of a cool product, but the not the criteria of a cool product, but the criteria of an element. Vla school, which is
[53:34] responsible for products called products. This is the whole product story. That is, when we talk about a school product, we mean cutting out, or maybe not cutting out, we are talking about everything together. And
[53:51] here, for example, I am saying that this element, even under the name of products, must have a constant production of new products. Without this, we will not be able to
[54:03] bring new offers to the market. This element must contain honest products that really solve a problem that does not cause solve a problem that does not cause rejection. This element
[54:18] must make it so that former customers buy again. And these in m strengthen the online school and any online product that we make must
[54:33] obey some of its own rules. What is  An honest product can be laid out there. I once can be laid out there. I once conducted not an audit, but an audit of my conducted not an audit, but an audit of my product for holding promotional
[54:45] events. These auditors are methodologists who are professionals with an education. They come in and compile a cli consisting of n points and give a score for each one.
[55:01] I scored four points out of five for this, that is, I have really out of five for this, that is, I have really good content. But this missing point is the lack of game mechanics, the lack of a hero inside, the lack of
[55:17] motivational videos. Well, this is what is alien to me. alien to me. In general, this is real art and a real story. I understand practically nothing about this, but I have my own
[55:29] criteria for the product that are related to marketing, and these criteria. Here, just about honesty, repeat sales, value. Yes, this was an important clarification, we will definitely leave it, so
[55:45] now we can go through each criterion. Understood. We do not have enough time to discuss each criterion in great detail. But in fact, we have already discussed product diversity how important it is and how it is ensured. What
[55:58] is an honest product. Well, in principle, I think it is clear here natively, yes, repeat sales. We also discussed here. There is a post closed.  Constant production of new content Constant production here means the constant production of
[56:12] new products New products Yes, this may be true for those stories for which it is relevant to produce and update the internals of the product there, if
[56:24] necessary, to supplement it But in this case, it is still more about the fact that new products in principle need to be created Yeah, in order to again Yeah, in order to again
[56:38] following meaning, our task is to push our users from offers Yes, if we [music]
[56:53] are faced with driving an alternative number of users to the database due to number of users to the database due to cold traffic there SEO does not matter if we have 100,000 users in the database Well, let's say we need to drive 100,000 users
[57:06] and the problem will be solved But as a rule, this is very long Therefore, in order to push them such unique pairs, it is easier for us to take them such unique pairs, it is easier for us to take another offer and it is much faster to
[57:20] number of the database We produce a new product, start a new process of cultivating the next product and so on ad infinitum It is clear that
[57:33] each of these products can be sold old products It is clear that our database will be replenished and the share of customers will be diluted  in the base and this is what needs to be done in parallel at maximum speed and then we will have the maximum
[57:49] and then we will have the maximum rate of development Cool, well, there is pure rate of development Cool, well, there is pure mathematics, in fact, there are no particularly super cool laws No. There are such Not
[58:02] obvious obvious things that when you start laying out there to all the owners of online schools, they quickly penetrate this idea that there are only a few growth planes for an online school new traffic
[58:18] production of a new product events that we conduct Yes, in general, the Supreme Court Well, and the average bill Okay, this is another plane That's also what I think is
[58:30] worth talking about a little value and price value and price Yes, this is one of the criteria of product history I have a dissenting opinion Why do
[58:42] history I have a dissenting opinion Why do many programs first of all many programs first of all raise prices for their clients? They are called more for raising history and they are
[58:57] raising history and they are fundamentally opposite Yeah, first of all, many who go to these programs are beginners and they very often make mistakes in the value of their product they underestimate the value and accordingly set the price too low
[59:12] as soon as a professional looks at them He says Yes, it costs five times He says Yes, it costs five times more and they raise the price they do exactly the same  The same actions that they did before and naturally earn more. Yeah, that's a
[59:25] positive scenario. Yes, the negative scenario is hidden in the positive when producers advise everyone to raise prices because it's a fairly effective
[59:38] tool that helps course owners create cases. Well, that is, the owners of production programs create cases for themselves and show their
[59:50] clients that you see, my expertise works. They raise prices. It really works for them, but the funny thing is that these cases are published, you can watch them, you can listen to them. Well, the programs are short, let's say a
[01:00:06] month or two in duration. And then, even if they work with this client, there is no second case, and this is the big question. What happens to those clients who once raised the check,
[01:00:19] something caused a surge in sales, what do they do next, and returns and prosecutorial do next, and returns and prosecutorial inspections. Well, this could be a story like this. I know one such case, a launch for $1 million, 30% returns. 30% returns is
[01:00:36] a lot. Yes, and now, unfortunately, you can even demand a refund after a year, there's no can even demand a refund after a year, there's no Comparing price and value is essential. We make a price and value, it's clear
[01:00:52] if  Newbies will inevitably have to go through several iterations of price increases. I myself raise the price because I am reviewing the value before tuning the product, and accordingly, the price increases. It happens that prices need to be indexed
[01:01:07] there once a year, this is done quite cleverly by eliminating old quite cleverly by eliminating old tariffs through promotional events, we eliminate old tariffs, invent new ones, call them differently,
[01:01:20] new ones, call them differently, add a couple of features, and then raise prices with justification. That is, we have a certain Legend and we did not take it out of thin air, and this is what the audience perceives as much as possible. It’s good if
[01:01:36] we raise prices out of nowhere, it doesn’t always work great. This audience can be understood. Yes, I think we have the last point regarding the product
[01:01:48] we have the last point regarding the product is coffee, yes, we will discuss them. I conducted coffee once in [music]. My [music]. My coffee turned into analyses, analyses
[01:02:00] coffee turned into analyses, analyses turned into assignments, assignments turned turned into assignments, assignments turned into intensive training on working with the database, this is the coolest thing. What I did a year and a half ago, I started conducting goats and in general, there are quite a
[01:02:14] started conducting goats and in general, there are quite a that wisely approach the process of creating products and this  Here are the correct keys, Kawas, there is a good agency that deals with both training Kawas and
[01:02:30] that deals with both training Kawas and conducting custom development. And this is a really good tool, in my opinion, a tool through which you can sell and you can sell there for expensive checks for high checks calmly. So for those who may
[01:02:44] not know what CF is, this term Custom development is a study of the client's needs using in-depth interviews. Correctly, depth interviews are the right questions. Yes, that is, a study of what clients actually need. Yeah, and including a
[01:03:02] parallel attempt to offer them something, that is, to formulate the offer that will suit the client. Sometimes you can even directly ask what offer is needed for you to buy from me. That is, in essence, within the framework of this in-depth
[01:03:18] interview, you can already start selling your product. Yes, that's exactly what I did at the very beginning. It's excellent. That is, you conduct 45 calls and starting from the sixth, you conduct 45 calls and starting from the sixth, you can already quite feel some vector and
[01:03:33] move in this direction and try to sell. That is, in essence, I think we can also draw a line in terms of products before moving on to the next topic, and this line, in my opinion, will sound like this: firstly  100% do Kaz Devs on
[01:03:46] Kaz Devs you can already sell and thanks to them, in-demand products are being formed. A popular product that is created must first of all must really help fulfill its function and lead the user to
[01:04:00] some point b to his goal. At the same time, it is important to have several products in your product line in order to see beautiful graphs and not all sorts of
[01:04:12] crap and a constant decrease in profitability. At the same time, it is important to compare price and value, constantly stimulating repeat sales. What do you think of this overall result? Fair, that's exactly how it should be. Everything was said, thank you
[01:04:28] very much, but without you I would not have come to this. For me, many of the things you are telling me today are a real discovery and thank you very much for this visit. I looked at my projects differently and at many client
[01:04:42] projects with which we interact. Let's move on to the final topic. This is working with a database. Yes, yes, as we have already seen on these graphs, repeat sales are cool, but sales would not be possible without a database, so
[01:04:58] in fact, I think it would be a fair judgment that a database is  The main marketing asset of an online school And not just marketing but in general the main asset of an online school is the main asset of a school there you can further disclose what
[01:05:12] is a base What is an asset what so what are the very people who watch us buy from us in general There this whole story goes much deeper if you visually show it then it can look like this we have a
[01:05:29] total volume of the base that is constantly accumulating We have an active layer of people who watch us in healthy schools this is about 40% of the entire base in 90 days That is, in a quarter these are the very users
[01:05:44] who saw our offer and our clients And in fact, in almost any online school there is a huge gap between these layers and they are very
[01:05:56] far from each other They differ significantly in size from each differ significantly in size from each other segments of the base Yes, the size of these segments that we just talked about, that is, the base itself is
[01:06:10] also, relatively speaking, a large segment our segment It’s just that the user base belongs to us active people who watch us read follow our watch us read follow our links this is usually a small
[01:06:24] links this is usually a small share that is in healthy schools 40% in 90 days in unhealthy ones it can be  and 5%, that is, 8 times, you can already grow due to the fact that we will work differently with our subscribers, we will retain them differently,
[01:06:40] our subscribers, we will retain them differently, and so on. The offer is also seen by very few people. How many schools I can’t say exactly, but definitely more than half. When, for example, we have a number of active users,
[01:06:55] active users, and for Hot VS webinars, the time is 100, 100, not and for Hot VS webinars, the time is 100, 100, not thousands and not thousands, and the base is constantly growing, and active users are at about the same level, that is, in fact, we
[01:07:10] same level, that is, in fact, we have a degradation of the base, but if we digress from this topic, then you can dig even deeper there. What is dig even deeper there. What is earnings on the base? If we are talking about VS
[01:07:24] earnings on the base? If we are talking about VS graphics, this is the story from 16 to graphics, this is the story from 16 to 120 million rubles within a year. Schools can quite grow. This is not an isolated case. There are quite a lot of such options, they
[01:07:38] quite a lot of such options, they can all have different timings, but in general, and even such shots there are twice as many and this cannot be done with twice as many and this cannot be done with traffic, that is, it is unrealistic to reach 120
[01:07:52] mln due to a proportional increase in the purchase of traffic. Yes, with an increase in traffic, links tend to break down. The audience tends to  burn out. Therefore, yes, burn out, erosion, and in general,
[01:08:08] Therefore, yes, burn out, erosion, and in general, all these funnels are not so [music] antifragility, that is, marketing really begins to break down and the financial model does not match. If we talk
[01:08:21] about schools that work well with the database, then they earn about 20% from new users who replenish the database, increasing it every month, and they
[01:08:33] database, increasing it every month, and they can increase these schools' volumes. Here on the graph, we see that the income from new users is growing in blue, users is growing in blue, yes, but the income from the database is
[01:08:46] yes, but the income from the database is growing disproportionately more. It's crazy that this is exactly the story that is embedded in the product. Iya, which is embedded in the retention system. It allows these users to continue selling for many years, regardless
[01:09:01] of whether we have traffic or not. This is what happens to a school that does not have the function of working with the database or has an irrelevant product at some point in time. Here you can very clearly compare February of
[01:09:16] can very clearly compare February of 2022 and the consequences of this February. The saddest thing is that this particular combo project did not have a model for working with the database and it had a product associated
[01:09:29] database and it had a product associated exclusively with Instagram, and for a year the project simply  It knocked me off track, now they've started working, they've been working for six months. And what's noteworthy here is that the project has changed its marketing model.
[01:09:44] Here you can see these red segments, these are the segments that have been in the database for segments, these are the segments that have been in the database for more than 3 years, that is, the school. Despite the fact that it had no sales, it was still able to retain the audience and
[01:09:59] still able to retain the audience and began working with it and has already made working with the database the basis of its marketing, and this is what allows the school to earn
[01:10:11] quite decent money. Of course, it has n't yet reached the maximum of its previous experience, but nevertheless, it makes 10 million. Of course, it costs a lot to get out of such a dive. I Of course, it costs a lot to get out of such a dive. I
[01:10:28] can also show you one case. This is my client and I have one. If you want, I'll send you as a bonus to our subscribers, your subscribers, I'll send a long interview ( hour-long) with my client.
[01:10:41] He also, it seems, met with me before February 1922 and we implemented it somewhere around this stage in November or October, I don't remember exactly, November or October, I don't remember exactly, this method of working with the database. He
[01:10:56] implemented it in February 1922. He lost traffic for a year, but his He lost traffic for a year, but his case  It's not that he's a school with
[01:11:19] users. That is, this is something that is really difficult to take away from us. Yeah, really difficult to take away from us. Yeah, what will work if we what will work if we have a good relationship with the audience, if
[01:11:33] we, roughly speaking, are honest, interesting, and solve good problems, then please, nothing will stop us, people will buy from us, and by the way, this case is connected with another case: I just worked with them in August
[01:11:49] on two activities in the Weingarten format, and in August of 22, we came up with a new offer without changing the product, they had several courses on icon painting. Yeah, such a niche,
[01:12:05] and which were sold there for literally 20,000 or 30,000 rubles, and we came up with a 20,000 or 30,000 rubles, and we came up with a product with them for 250,000 rubles without producing anything at all, we took all the products, thought through,
[01:12:26] existing materials in such a way that a person studies for 2 years, and this maximum peak in August is connected precisely with the fact that we sold exactly this [music]
[01:12:49] useful and what is what in fact  Having started my activity in 2020 and specifically my independent activity as a consultant in the
[01:13:04] consultant in the role of the author of the Telegram channel, I role of the author of the Telegram channel, I met with online schools and tried to introduce the term "working with a database" into my everyday life, but I encountered two questions from
[01:13:20] clients: "What is work?" What is a database then? It was something. Well, it was simply incomprehensible to them. In 2022, the market completely
[01:13:32] changed. Yes, everyone sat down on the base, everyone sat down on the base, now they don't ask me at all. " What is working with a database?" Can I guess what question they ask you? Let's talk about how not to burn out the base. How not to burn out the base. Yes, yes. This is a good question
[01:13:48] out the base. Yes, yes. This is a good question that is solved very easily. We interact correctly with users. The main rule is to do absolutely useful
[01:14:00] events. That is, whatever we do, a marathon, a webinar, a promotional event, an intensive conference, first of all, there should be conference, first of all, there should be unconditional benefit and the absence of aggression
[01:14:15] unconditional benefit and the absence of aggression in Shah. There should be regularity. There should in Shah. There should be regularity. There should be some kind of frequency. It is possible to divide all these stories with communication, but in any case, there
[01:14:29] should be some kind of eco-friendliness in terms of sending messages and the unconditional benefit of each  messages and the events themselves inside, and then you can hold events at least every week. Look at the Logo Mashina project, they
[01:14:45] hold three marathons a month plus one promotion at the end of each month. Yeah, and they're That is, I know that they are our clients there, they are growing steadily
[01:14:58] from month to month, the audience doesn't get tired, this is actually the problem with using classic launches. What we were taught about building autofunnels and launches, here in Infobiz, there are two topics: autofunnels and launches, delegation, we have
[01:15:14] n't gotten to delegation yet. Launches are a tool for bringing a new are a tool for bringing a new product to the market or introducing a new audience to an old product, but if we start to overuse launches,
[01:15:30] doing them, for example, once a month, then this is a toxic process, we simply cannot toxic process, we simply cannot do this. In general, if we want to avoid audience burnout, we need to abandon classic launches and
[01:15:43] do them less often, but we can still do super useful marathons and super useful super useful marathons and super useful webinars. We are again referring to some resource that is tied to an expert. Yeah, we are generating again. Content is a perpetual
[01:15:59] motion machine. But this is a perpetual motion machine. ko  which allows us to earn 80% of all money in a healthy online school. That is, if you earned 2 million on traffic is, if you earned 2 million on traffic without taking into account the cost of traffic, that is,
[01:16:14] without taking into account the cost of traffic, that is, which can be 1.00 to 1.800, then on the base we will earn five times more. And at the same time net and at the same time excluding the payroll fund, commissions, etc. But this is usually not as
[01:16:28] much money as purchasing traffic, of course, in fact, all the money of an online school is buried in the base. Yes, especially now, taking into account the cost of this traffic. Yes, I hope this video will be watched by more than 1000 people, because personally, what
[01:16:44] I hear today simply reveals me, it's really cool. I hope that really cool. I hope that modern online schools will begin to really look towards subscribers, they will begin to build their
[01:16:57] marketing in such a way that they understand what metrics they influence. If we talk about metrics in Monitor analys, we have long ago
[01:17:09] created a special report specifically for working with the base. We even began to forcibly send these reports to legra bots, these telr bots.  They can really clearly say there that our share of clients is such-and-such repeat sales now is
[01:17:24] such-and-such and when we begin to pay attention to this metric, we somehow ask the right questions, like how can we influence them, and what methods, and so on, and we still come to the conclusion that we
[01:17:39] need to produce products, we need to be friends with users there, retain them, and so on. That is, in general, this whole story of working with the database will make the market much cleaner, much more honest. And it would be more correct, by the way, to mention several times
[01:17:53] my service, my platform, Monitor Analytics, this is a platform for automated data collection from a course for any online school, where today you connect tomorrow you already have a report, a report on working with the database on general
[01:18:09] sales in the online school, on the sales department, on traffic by email, mailing list, these are the four large blocks we collect, we came up with it in 1919,
[01:18:21] launched in 2020, now it has reached a state where it can be used comfortably, finally, I began to really enjoy the fact that
[01:18:33] it works, from what data it provides, from how cool it is when I, for example, come to school with an audit, I  I connect audit, I  I connect the platform and see all the data according to my
[01:18:49] regulations in my environment, I analyze the school. I don’t know any consultants who have their own platform and which they launch tentacles into the school and can just like that launch tentacles into the school and can just like that
[01:19:06] This is the tool that is probably indispensable in terms of tracking sales indicators. It is absolutely indispensable for managers, but at the same time you don’t need to be a super analyst at all. That is, for example, with
[01:19:22] Yandex Metrica, if we are talking about traffic, I know there are only a couple of sections, but there are a thousand of them. I don’t need to know everything, I look exactly there. The key thing is that I should look at the same thing and when analyzing work with the database,
[01:19:41] there are five metrics that we record that we display on the screen, and it is these five metrics that really assess the state of affairs in the school. And then,
[01:19:53] having a huge number of dashboards there, you can delegate all the main analysis to others. Or sometimes you can go there and just ask the team a
[01:20:05] question. What is this graph, why is it falling there, for example, or why is it growing? What’s the falling there, for example, or why is it growing? What’s the matter? Why is there a surge? It’s a cool system for generating questions. Yes, but listen, this is data
[01:20:20] being pulled from  Why is getcourse better than a course? Because, firstly, there is no such thing in the course. That is, the than a course? Because, firstly, there is no such thing in the course. That is, the
[01:20:34] We actually calculate some of the data ourselves. The course overwrites some of the data, and we are forced to save it ourselves to see the history. We get some data
[01:20:46] see the history. We get some data bypassed there, not through AP. For example, by parsing specific segment in the course designer. That
[01:21:01] is, some of the most important data. We pull from there, and this allows us, having our own competence in marketing, understanding more about the market, to do this
[01:21:13] analytics better than the course because the bite is a different VM format, it does its own steps. Steps to this since we are
[01:21:42] advertises us. There are no problems. They know about us, we know about know about us, we know about them, so pay attention. Will there be some kind of bonus on this
[01:21:55] link? Well, let's make a single link with a single form. We will put there link with a single form. We will put there access to the monitor, to the page with the description and tariffs. We will definitely put the case
[01:22:10] I promised an hour with a client on maintaining sales in an online school. And thirdly, we will put there a cool webinar.  By which subscribers will be able to evaluate the
[01:22:22] level of their school, we have
[01:22:45] in the description and there's also a link to a consultation and development of a promotion strategy from my agency, go ahead and leave a request if this is relevant to you. Well, listen, I think we succeeded. Well, it was just an awesome episode.
[01:22:59] For me personally, there were a lot of insights, and I'm not the last person in the online business. Especially in terms of traffic, and really, what I heard today was interesting for me, as I think, and for many of our listeners today,
[01:23:13] so thank you very much for coming. By the way, Artyom and I also have Telegram channels where I talk about promoting educational products organically, and ATM, which you talk about in your Telegram channel,
[01:23:25] about working with a database and about analyzing work with a database, and accordingly, links to these channels are also in the description. Well, thank you for watching this video to thank you for watching this video to the end. Yes, Pavel, thank you all, thank you all,
[01:23:39] sales in 2024, we are waiting for you already with scaled up.