We’ve come to the end of the fourth – and next-to-last day – of Hotmart MASTERS, our global, 100% online and free event on education, digital marketing and entrepreneurship.

Would you like to know all that happened during the other days of the event? Check out the recaps we’ve posted here on the blog:

1st day | 2nd day | 3rd day | 5th day

Today, Hotmart MASTERS welcomed market refereces, such as Emicida, Euge Oller, Ryan Deiss and Débora Garofalo, to talk a little about innovation in education, entrepreneurship, digital communities, and much more.

If you missed the talks, and would like to get up to speed regarding these expert tips, watch the video below or if you prefer, read a summary of their talks here in this post.

“For someone who has had to fight off a dog for food, I’ve come pretty far”, Emicida

Those who follow the artistic journey of rapper Emicida might have no idea of the hardships he faced before becoming famous. From humble origins, the artist is currently a benchmark in the global market, as the founder of Laboratório Fantasma (Phantom Laboratory), a multiplatform enterprise.

And to share a little of this inspiring story with the audience, Emicida was invited to the second edition of Hotmart MASTERS.

Emicida got started in the music industry by participating in battle raps, and was surprised when he found out that videos of his performances had reached one million views on YouTube.

This was the encouragement he needed to dive into the music industry. With the help from friends, he managed to record his first mixtape and sell it at the battle raps he organized, along with customized T-shirts.

Even back then, Emicida already showed that he had a keen eye for the business world. In order to stand out from the other thousands of CDs being sold by other people, he decided to incorporate into his finished product a sense of proximity with the audience, which takes place during rap battle. And to do so, the pressing of each CD was done by hand.

“This created an atmosphere of proximity. The idea that the CD someone was holding in their hand had been touched by the guy who recorded the music on it.”

— Emicida

And it didn’t take long for the innovative actions – created by Emicida and his team – to start drawing attention outside hip-hop circles.

The “Triunfo” (Triumph) video clip – his first song, recorded independently with few resources – was nominated for MTV’s Video Music Award in Brazil. Emicida was also invited to participate in The Creators Project, an initiative of North American magazine Vice in a partnership with Intel, and that gathered 80 of the most creative artists around the world.

But according to the rapper, none of this could’ve happened without collective work, which was the key to all of his achievements over the years.

“It made no sense being successful without having my friends around. I believe that this is the central point: collectivity.”

— Emicida

Off and online: making the perfect transition to digital, with Euge Oller

Then, it was Euge Oller’s turn to talk to the Hotmart MASTERS audience. He is the Founder of Emprende Aprendiendo, Flash Libros and partner of the Helix Group, and the topic of his talk provided the answer to a very common question among entrepreneurs, “How do I transition my business from offline to digital?”

Euge started his presentation by talking about content creators who transitioned from traditional media, such as radio and TV, to the internet, and became digital influencers.

According to Euge, these influencers have a lot to teach entrepreneurs who want to start operating in the online environment. And the key is to put their personal authority at the core of the business.

“What they did was transition from a company with a corporate brand, to become the core. When you do this, you get great selling ability.”

— Euge Oller

He also mentioned three essential aspects that a business needs for a successful transition:

• Authority in the niche in which you operate
• The trust you create with customers
• And your friendliness

These characteristics, according to him, make the audience feel more secure to buy, even in an online environment, since what inspires consumers online isn’t the companies, but the people.

“What becomes successful online isn’t brands, neither the companies. It’s always necessary to have a person who can connect with the audience.”

— Euge Oller

Moreover, Euge explained that it’s important to reconcile the production of content, such as blog publications and social media posts, with ads. He added that, although content lasts longer, helping increase the brand’s reach and authority online, ads allow you to sell in a more immediate manner. Therefore, it’s necessary to invest in both types when making the online transition.

The next step, according to the expert, is the production of content. And Euge’s tip is to invest in channels your audience usually accesses the most, such as Facebook, Instagram and YouTube.

Since YouTube already has a powerful search tool, Euge suggests concentrating the production of longer content there, and using Facebook and Instagram to get followers to watch the videos.

Finally, we have the ads. In order for them to be successful, according to Euge, it’s very important to create an attractive call, which touches on the problems that people face, and create a CTA that offers a solution.

Recurrence: how to sell content every day, with Ícaro de Carvalho

Have you ever heard of recurring sales? This business model is based on subscription sales, which allows buyers to access content by means of recurring payments.

The prospect of recurring revenue is a great business opportunity for new entrepreneurs. And in order to help such people, Hotmart invited Ícaro de Carvalho to participate in Hotmart MASTERS. He is the founder and CEO of the New Market digital business school, which already has a lot of experience in selling subscriptions.

But why is the subscription model something new entrepreneurs should consider implementing? According to Ícaro, companies that invest in subscriptions, have more cash flow predictability, they’re in a “always on” model, and it allows the development of medium-term competitive advantages.

“And when you welcome people and have to retain them, your product becomes better. You become better at welcoming better, you think about how to produce new content so that your audience is entertained. Your product’s experience improves.”

— Ícaro de Carvalho

Ícaro also commented that subscription sales must be in line with the delivery of relevant content for the audience. This way, it’s possible to keep them engaged with your business longer.

“You should gradually look away from the monthly fee and start looking at how long people stay in your business, and how many products you’re able to sell to them during this time.”

— Ícaro de Carvalho

Success stories: beginning, middle and YES! with Rocío Baselga

There’s nothing better than becoming inspired by success stories to realize that, with effort and dedication, everyone can make their dreams come true. And Rocío Baselga, Hotmart Customer Success Manager in Spain, shared some of them with the Hotmart MASTERS audience.

But what is success, anyway? Making millions in sales? Having thousands of followers on social media? Rocío has a different point of view:

“For me, success stories are about the people who, through a lot of effort, managed to start their own business, successfully launched their product and, in parallel, were able to help many people around the world.”

— Rocío Baselga

The first of these stories that Rocío told the audience was about four entrepreneurs who got together to create “La Agencia”, specialized in launches – Johannes Waldow, from Germany; Judith Tierno, engineer; Javier Santos, traffic expert; and Sergio Marcus, who already had experience in the online world.

Although they were all very different from each other, the four entrepreneurs realized that they could combine their expertise and desire to help other people. So, they decided to create a business focused on launching digital products.

And to prove how the desire to help others is capable of changing lives, Rocío presented some of the projects that the four friends helped launch.

One of them is “Libertad Inmobiliaria”, by Carlos Galán, who wanted to help people gain their financial independence by investing in real estate. So, he decided to join “La Agencia” to turn his plans into reality.

Another success story in the online world that the Customer Success Manager told was about Marcia Tozo. Marcia, like many women, saw her life change when she found out she was pregnant. Because of this, she dropped out of school, but never stopped dreaming.

After this difficult experience, she decided to open a marketing company with her husband. But it didn’t work out and they closed it after two years of activity.

Rocío told the audience that Marcia, after thinking about it, decided to invest in an old dream of hers: pâtisserie . So, she started producing free classes where she taught people how to make chocolate truffles.

With the success of the classes, she realized that this was a great opportunity and launched her first online course through Hotmart. Since then, she has invested more and more in teaching new recipes to her audience.

Rocío concluded her presentation by reaffirming that the key to the success of these people, and of so many other digital entrepreneurs, lies in the desire to share something useful with the world.

“They have all set up profitable businesses. But they also have a desire to help. Although they’re from different worlds, they are very determined.”

— Rocío Baselga

What is an online sales plan? with Ryan Deiss

Starting to sell online is relatively simple; after all, all you need is a product or service, create an online store and attract an audience, right? Well, not really. In order to be successful with online sales it’s important to have a well-defined strategy.

And this was precisely the topic presented by Ryan Deiss, founder and CEO of The Scalable Company, DigitalMarketer.com, Recess.io, and founding partner of Scalable Equity, LLC.

Ryan started by explaining to the Hotmart MASTERS audience that a good online sales plan contains well-defined success and performance metrics, a list of tools and tactics that will be used, and documentation of the entire strategy.

“When you combine all of these things, that’s when you can achieve predictable growth and not a one-time growth and that’s it. The type of growth that you can expect to be repeated.”

— Ryan Deiss

The first step, according to Ryan, is to document the strategy, building customers’ entire journey from the moment they come in contact with the brand, going through the first interactions with your content, up to the time of purchase.

“Documenting how you obtain customers is critical, because you cannot optimize this process until you have documented how this happens. Then, you can take a step back and check out where, within the process, things might not be going so well.”

— Ryan Deiss

After outlining the consumer’s journey, the next step is deciding which metrics you’ll monitor to evaluate your business’ success. Ryan explained that ideally, you should choose two or three metrics for each step of the customer’s journey and determine the goal to be achieved for each metric.

A very important tip for the analysis stage of these metrics, according to Ryan, is not to be discouraged if any indicator shows a drop. The secret is to stay calm and try to improve whatever isn’t performing well.

Finally, a sales plan needs tactics and tools. Ryan explained that this includes software, courses, training and frameworks, which can be applied to your business.

The main problem faced by many entrepreneurs, according to Ryan, is using dozens of different tactics and tools at the same time. This lack of focus makes it hard to exploit these tools’ potential, jeopardizing the business’ performance.

The solution, as explained by Ryan, is to focus on the tools and strategies that will help you improve the metrics that were selected in the previous step.

“Select tools and tactics based on the bottleneck you have identified in your customer’s journey. Don’t use a TikTok strategy just because you feel you should, but because it will provide more consistency and engagement.”

— Ryan Deiss

Disruptive education: simplifying the innovation process, with Débora Garofalo

The coronavirus pandemic and the social distancing measures have sped up certain processes, such as the adoption of new teaching methods. With this, the discussion about innovation in education is back on the table.

And to talk a little about it, we’ve invited Débora Garofalo, who has been a public school teacher for 15 years, and is the only South American in the Top 10 of the Global Teacher Prize, considered the Nobel Prize for Education.

How can we innovate in education? Débora mentioned the maker movement as a possible path, which proposes interdisciplinarity and practice-oriented teaching, which stimulates student experimentation and curiosity.

“It has the goal of promoting and stimulating creation and investigation. Solving our students’ problems. Making our students think outside the box and connecting ideas that once seemed  completely disconnected.”

— Débora Garofalo

Maker culture, as explained by Débora, works through active methodologies, which are based on the experimentation, testing and sharing of ideas.

Within this new teaching and learning process, teachers are no longer those who simply convey content, and become a collaborator in their students’ journey.

In order to turn this into reality, Débora mentioned several techniques that are widely known and that can help place students in the center of the learning process. Among them are hybrid teaching, individual rotation, workstation rotation, flipped classroom, among others.

Next, the teacher shared one of her experiences in teaching innovation, when she was invited to teach technology in a school on the outskirts of São Paulo. Débora came up with the idea of teaching robotics by using scrap metal, inviting the students to gather electronic waste in their neighborhoods and transform it during the classes.

In the beginning, Débora faced resistance among the students, who didn’t understand the point of the activity. But, the teacher insisted and this barrier was gradually overcome, and the students were able to see the transforming power they had.

At the end of the school year, Débora obtained excellent results, such as a reduction in school dropout rates, a drop in child labor in the community, and an increase in the IDEB index, which measures the quality of teaching in schools.

And for those who are thinking about replicating this process in other places. Débora suggests that you put aside your focus on the need to have classrooms equipped with technology, and focus on experimentation and collaboration between teachers and students.

“In order to appropriate knowledge in the learning process, we need to look at comprehensive education, mediated by teachers and guided by a learning process that is rich in experimentation, involving and meaningful.”

— Débora Garofalo

How to create online communities that generate income, with Vinícius Vaz

And to close the fourth day of amazing talks and content, Hotmart MASTERS received Vinícius Vaz, CEO of Eugência Hipodérmica and an expert in the market of communities and recurrence.

During his presentation, Vinícius told us a little about his experience with one of his most successful ventures, the Babu Barber Community, on Hotmart Sparkle, and shared a few tips for those who want to get started in this market.

One of the most important things when creating an online community, according to Vinícius, is knowing the profile of the audience you expect to attract. This allows you to accurately determine what content needs to be created, the tone of the messages and even how to price the community’s monthly fee.

And when defining the format and frequency of the content, the tip is to take into account the work necessary to produce the material, relate to the community members, and keep the audience engaged.

“Don’t get desperate and try to create a whole bunch of stuff, because then, you won’t be able to actually deliver it all, okay? So, it’s very important that you generate a format that you can maintain.”

— Vinícius Vaz

Another critical point when creating a profitable community is pricing. Vinícius warns that the monthly fee should be calculated based on the costs to create, distribute and maintain the content that will be offered to the audience. This also includes expenses with support to meet subscriber demands.

But there’s no use in producing good content and having competitive but sustainable prices, without working on retention, i.e., without being able to keep subscribers in the community for a long time.

In the Babu Barber Community, for example, Vinícius invested in gamification, offering registered members small bonuses and advantages every three months. That way, he says it’s possible to keep the abandonment rate as low as possible, maintaining the business’ profitability over time.

“Don’t worry about making offers. Worry about generating connections. When you generate connections, you are creating your community.”

— Vinícius Vaz

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And so, we’ve come to the end of the fourth day of Hotmart MASTERS, with valuable tips and lessons. What did you think of today’s presentations? Let us know in the comments at the end of the page.

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