Latest / She's On The Money / Marketing 101 (Part 1)

Transcript

Marketing 101 (Part 1) · She's On The Money

0:00
Speaker 1: Hello.
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Speaker 2: My name is Santasha Nabananga Bamblet. I'm a proud order
0:05
Speaker 2: Order Kerniy Whaltbury and a waddery woman. And before we
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Speaker 2: get started on She's on the Money podcast, I would
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Speaker 2: like to acknowledge the traditional custodians of the land of
0:14
Speaker 2: which this podcast is recorded on a wondery country, acknowledging
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Speaker 2: the elders, the ancestors and the next generation coming through.
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Speaker 2: As this podcast is about connecting, empowering, knowledge sharing and
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Speaker 2: the storytelling of you to make a difference for today
0:31
Speaker 2: and lasting impact for tomorrow.
0:33
Speaker 1: Let's get into it.
0:34
Speaker 3: She's on the Money, She's on the Money.
0:57
Speaker 1: Hello, and welcome back to the business Bible, your go
1:00
Speaker 1: to guide for building our business that thrives. I want
1:03
Speaker 1: to kick off things by asking how many of you
1:06
Speaker 1: are relying solely on social media for your marketing. Maybe
1:09
Speaker 1: you've thrown some cash at ads hoping to see a miracle. Well,
1:13
Speaker 1: I am here to drop a bomb. Social media alone
1:16
Speaker 1: is not marketing strategy. I know, right. I am Victoria Devine,
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Speaker 1: an ex financial advisor who has a background in psychology,
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Speaker 1: and I currently run This is weird but several successful businesses.
1:28
Speaker 1: As always, I am joined by my beautiful friend and
1:30
Speaker 1: one of the hardest working side hustlers I know, Miss
1:33
Speaker 1: jessic Ricci.
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Speaker 4: Hello, I'm so excited about today's episode because it's easy
1:38
Speaker 4: to get stuck on just like the content treadmill, where
1:40
Speaker 4: you're pumping things out and you're putting up posts, but
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Speaker 4: you don't necessarily have a real plan. So I'm excited
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Speaker 4: to talk about how marketing isn't just posting on Instagram
1:50
Speaker 4: and hoping for the best. It's about having that solid
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Speaker 4: strategy behind you, and I'm excited to hear how you
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Speaker 4: think it will work.
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Speaker 1: Speedie. I'm really excited about this, but before we jump
1:59
Speaker 1: into any marketing activities, it's really important to get your
2:03
Speaker 1: brand strategy and messaging in place. My friend Phoebe who
2:06
Speaker 1: grew the Blow and now has grown the Memo, she
2:10
Speaker 1: really talks a lot about brand DNA, and I think
2:12
Speaker 1: it is so important. But this means that you're really
2:16
Speaker 1: defining your brand identity. You're going to nail down your
2:19
Speaker 1: unique selling proposition, and you're going to craft what your
2:22
Speaker 1: core messaging is that is true to you. Right. These
2:26
Speaker 1: elements are going to guide all of your marketing efforts
2:29
Speaker 1: and really help connect you with your audience in a
2:31
Speaker 1: meaningful way. Gorne of the days where you could just
2:33
Speaker 1: stick up a for sale sign, and it's not how
2:36
Speaker 1: it works anymore, guys. So firstly, your brand identity is
2:40
Speaker 1: actually the backbone of absolutely everything you do in marketing.
2:44
Speaker 1: Your brand is so much more than just a logo
2:48
Speaker 1: or a really catchy tagline. It's the complete experience that
2:52
Speaker 1: you offer to your consumer. It's how your business looks
2:55
Speaker 1: and feels and sounds. It makes people feel right. Your
3:00
Speaker 1: wrong brand is going to help you stand out in
3:01
Speaker 1: a very crowded market. It's going to build some good trust,
3:04
Speaker 1: and it's going to create an emotional connection with your audience.
3:08
Speaker 1: It's what makes people choose you over your competition. So
3:12
Speaker 1: before you dive into any marketing tactics, Jess, let's take
3:15
Speaker 1: some time to define your brand. Let's use Cheese on
3:19
Speaker 1: the Money as like a little user case perfect because
3:21
Speaker 1: I mean, you're on our podcast now, but what are
3:24
Speaker 1: your values? So your values are there things that are
3:28
Speaker 1: core to you and your individual being right, But your
3:31
Speaker 1: mission is what you are trying to achieve. So, like
3:34
Speaker 1: as She's on the Money, we really value trust, we
3:37
Speaker 1: really value authenticity, we really value transparency. But what's our mission, Jess.
3:42
Speaker 1: It's to create financial literacy. So like our values aren't
3:46
Speaker 1: financial literacy. Our values are you know, sharing and empowering
3:49
Speaker 1: and all of those things that help other people. But
3:52
Speaker 1: our mission is what we're trying to achieve in the
3:54
Speaker 1: long term, but our values is kind of what carries
3:56
Speaker 1: that mission. Like you could have a mission, but if
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Speaker 1: you've got terrible values, you're going to go in the
4:01
Speaker 1: wrong direction.
4:01
Speaker 2: Right.
4:02
Speaker 1: You also really need to identify your ideal audience. So
4:06
Speaker 1: it's not spicy, but I don't think people like hearing
4:10
Speaker 1: that you can't be everything to everybody, Like you're going
4:14
Speaker 1: to want to resonate with your ideal consumer instead of
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Speaker 1: just being like, oh, we're great for everybody. Oh, Jess,
4:20
Speaker 1: do you like it? Oh? Great? You know Emma, do
4:22
Speaker 1: you like it? Oh? Shane down the road, he loves it. Like,
4:26
Speaker 1: you're not going to be everything to everybody, and when
4:29
Speaker 1: you do, you actually dilute your value, Like you're not
4:32
Speaker 1: a carton of milk where everyone just buys it because
4:34
Speaker 1: it's a staple. Like more often than not, if you've
4:37
Speaker 1: got a business, you have a unique selling proposition and
4:40
Speaker 1: you really need to know your market to go. I'm
4:43
Speaker 1: actually for Jess, and if Shane doesn't like me, that's okay,
4:46
Speaker 1: because I want to attract more Jesses, because Jess is
4:49
Speaker 1: going to be obsessed. Like Jess is going to be
4:51
Speaker 1: so connected, she's going to be so engaged instead of Hey, Jess,
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Speaker 1: what brand of milk do you buy at the shops?
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Speaker 1: Like you haven't got that connection. It's just what you've
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Speaker 1: always bought.
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Speaker 4: It's not just one yeah, right.
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Speaker 1: Like we're not going for a unique experience. We're not
5:05
Speaker 1: going for engagement with something like that. But when it
5:08
Speaker 1: comes to our ideal audience, we really need to understand that.
5:11
Speaker 1: We need to understand how we want people to feel
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Speaker 1: when they interact with your business. Do you want them
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Speaker 1: to feel empowered? Do you want them to feel lux
5:19
Speaker 1: Have you got a clear brand identity that's going to
5:21
Speaker 1: guide all of your marketing efforts, So from the tone
5:24
Speaker 1: of your social media posts to the design of your website.
5:27
Speaker 1: Something that's really important is to have that be cohesive.
5:30
Speaker 1: And that's something that over the last few years I've
5:32
Speaker 1: tried so hard to do that. Hopefully now, Jess, when
5:36
Speaker 1: you see our bright pink and you see our orange
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Speaker 1: it kind of go, oh, that feels like she's on
5:41
Speaker 1: the money. Post Emma, our producer the other week wore
5:44
Speaker 1: a really cute jumper in and we were like, oh,
5:46
Speaker 1: that's so she's on the money coded because it was
5:48
Speaker 1: those colors, and that's what we want people to see.
5:50
Speaker 1: We want people to see our color or our fonts
5:54
Speaker 1: or our tone and go, that feels very she's on
5:57
Speaker 1: the money. Yeah, I want you to see that in
5:59
Speaker 1: our Newslee, I want you to see that when you
6:01
Speaker 1: visit our website. I want that on our social media
6:03
Speaker 1: so that if you're scrolling, you're doing the doom scroll
6:06
Speaker 1: and something that is ours passes you, you knew it
6:09
Speaker 1: was ours without reading our name. When we first started,
6:12
Speaker 1: I had literally no budget and I created our first
6:15
Speaker 1: logo on Microsoft PowerPoint and screenshot it. And I didn't
6:19
Speaker 1: know anything about the power of brand. I just started,
6:22
Speaker 1: and I think that that's something that we all do.
6:24
Speaker 1: But this for me has been a learning along the journey.
6:28
Speaker 1: And I'm not expecting you to have started with a
6:31
Speaker 1: perfect brand or started with this idea of okay cohesiveness.
6:35
Speaker 1: I mean, it would have been nice if at the
6:37
Speaker 1: start I had those tipbits, because I feel like everything
6:39
Speaker 1: would have felt a little bit more cohesive and gelled.
6:42
Speaker 1: I feel like it was a bit of a dog's breakfast.
6:45
Speaker 1: If I scroll really far back on my Instagram, I
6:47
Speaker 1: was like, that quote's cute. Were all the fonts matching? Jess,
6:50
Speaker 1: Absolutely not, Like it was just what I thought was
6:53
Speaker 1: cute in the moment. Now I know more, it's really
6:56
Speaker 1: about that customer experience totally.
6:59
Speaker 4: I think it's an interest point as well that you
7:01
Speaker 4: can totally market something that isn't perfect to make it sell.
7:05
Speaker 4: Like if your brand is not, you know, fully optimized,
7:07
Speaker 4: if it's in its startup phase. The way that she's
7:09
Speaker 4: on the money was when it very first began, you
7:11
Speaker 4: still marketed the brand well, which is what highest lead
7:15
Speaker 4: to its success. Like, you don't have to have something
7:17
Speaker 4: perfect for marketing to be successful. That's the whole point
7:20
Speaker 4: of marketing, is it not.
7:21
Speaker 1: Yeah, And I feel like now I look at it
7:23
Speaker 1: in retrospect, we did a really good job. It didn't
7:26
Speaker 1: feel like that at the time because I felt like
7:28
Speaker 1: I was flying by the seat of my pants. But
7:31
Speaker 1: I think the reason that it worked, and I think
7:33
Speaker 1: the reason that it did well, Jess, was because we
7:37
Speaker 1: actually always had the consumer at heart. It wasn't me
7:40
Speaker 1: doing stuff because I looked good. It was me going, oh,
7:43
Speaker 1: they're gonna love this, or they're going to want this
7:45
Speaker 1: tip on super or they're going to want to know
7:46
Speaker 1: about this about tax or you know, Jess is really
7:49
Speaker 1: going to think that this money wins cute. And I
7:51
Speaker 1: think having that idea, even though I didn't know that
7:54
Speaker 1: that's what I was doing at the time of this
7:56
Speaker 1: is my ideal customer and I kind of don't care
7:57
Speaker 1: about the fluff. If you don't resonate with She's on
7:59
Speaker 1: the Money, that it's cool. There's actually other places on
8:02
Speaker 1: the Internet that you can visit to resonate with money
8:04
Speaker 1: in a way that makes sense for you. But this
8:06
Speaker 1: is for me, This is for my community. I think
8:09
Speaker 1: operating in that way has built Cheese on the Money
8:12
Speaker 1: into what it is, and like, I'm proud of that,
8:13
Speaker 1: but I would be lying if I said that was intentional.
8:17
Speaker 4: All right, so you've nailed down your branding and everything,
8:20
Speaker 4: what just falls into place?
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Speaker 1: Yes, magically, it's actually magic. What you need to remember
8:25
Speaker 1: here is that you don't want to forget your secret source.
8:28
Speaker 1: So that's also known in marketing as your unique selling
8:31
Speaker 1: proposition which I touched on just before. This is what's
8:34
Speaker 1: going to set your business apart from its competition. It's
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Speaker 1: that really special element that makes your product or your
8:40
Speaker 1: unique service more valuable or more appealing to your target audience,
8:44
Speaker 1: whether it's superior customer service or a unique product feature,
8:48
Speaker 1: or just a distinct approach to solving a problem. Your
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Speaker 1: USP is what's going to convince customers to pick you
8:54
Speaker 1: over someone else. And you know what, Jess, sometimes your
8:57
Speaker 1: product isn't different. Sometimes you are unique selling proposition. So
9:02
Speaker 1: to nail down your USP, you need to think about
9:04
Speaker 1: what makes your offering different and how it specifically addresses
9:08
Speaker 1: your particular customer's needs better than the competition. It's not
9:12
Speaker 1: just about what you do, but why you do it
9:14
Speaker 1: and why you are standing out and what that means. So,
9:18
Speaker 1: once you've identified what your usps, you need to make
9:21
Speaker 1: sure that it's woven into all your messaging. That is
9:24
Speaker 1: your brand's superpower, Jess, and it's what should be front
9:28
Speaker 1: and center of basically everything that you communicate. So you
9:31
Speaker 1: know how I always use candle businesses. I don't know why,
9:34
Speaker 1: it just default to it. But take two candle businesses
9:37
Speaker 1: for example, they might both be selling candles great, but
9:41
Speaker 1: their usps can set them worlds apart. So Brand one
9:45
Speaker 1: it might be really around sustainability with usp like our
9:48
Speaker 1: candles are made with the one hundred percent sustainable ingredients,
9:51
Speaker 1: including natural soy wax. Maybe they've got like lead free
9:55
Speaker 1: wicks and some recyclable packaging. They might say something like
9:58
Speaker 1: we're really committed to leaving a life footprint on the planet,
10:01
Speaker 1: so you can enjoy your favorite scent, your free jests.
10:04
Speaker 1: But meanwhile, Brand two might be zeroing your on personalization.
10:08
Speaker 1: So instead of that sustainability focus, they offer a really
10:12
Speaker 1: customizable candle experience where you can choose your own sand
10:14
Speaker 1: and you could like add some personal touches like initials
10:17
Speaker 1: or messages, and this is what's going to make them
10:19
Speaker 1: perfect for personalized gifts. So same product, different appeal, different
10:24
Speaker 1: reasons you might purchase that product.
10:26
Speaker 4: And they both sound really cool for their own different reasons,
10:29
Speaker 4: Like I can see myself loving either of those brands
10:31
Speaker 4: for different things, and they.
10:32
Speaker 1: Might be identical jests. Yeah, literally, the second company that
10:37
Speaker 1: is like, you know, we offer unique touches, they actually
10:40
Speaker 1: could be like soy wax lad free candles. They could
10:42
Speaker 1: basically be in the same packaging, but like you're purchasing
10:45
Speaker 1: for different reasons and their selling points are so different
10:48
Speaker 1: that you're not really thinking about that, are you.
10:50
Speaker 4: Could you say they're being marketed differently. Wow, one focusing
10:55
Speaker 4: on those eco conscious buyers who care about sustainability, while
10:57
Speaker 4: the other is looking for those who want the personal
10:59
Speaker 4: time for their candles the same thing that, as you said,
11:02
Speaker 4: just positioned differently makes all the difference to me as
11:05
Speaker 4: a prospective buyer.
11:06
Speaker 1: On why I might want to purchase one hundred percent.
11:08
Speaker 1: And that's why I say, like, it could just be you,
11:11
Speaker 1: Like it could be like, oh, just made my candle.
11:13
Speaker 1: I've got one of Jess's candles on my shelf and
11:15
Speaker 1: every time I look at it, like I remember that
11:17
Speaker 1: I bought into a small business. Like it could be
11:20
Speaker 1: so many different things, But it is really important to
11:22
Speaker 1: remember marketing isn't all about you, as I keep saying,
11:26
Speaker 1: and your brand. It's actually about your customer. It's about
11:30
Speaker 1: understanding their needs, what their pain points are, what their
11:33
Speaker 1: desires are, and then positioning your brand as the solution
11:37
Speaker 1: to these things. So your messaging should speak directly to
11:40
Speaker 1: your audience, addressing what matters to them, not just what
11:43
Speaker 1: you want to say, which sometimes can be hard to do. Jess.
11:47
Speaker 1: This means really shifting your focus from here's what we
11:49
Speaker 1: offer to hear the Jess is how we can help you.
11:53
Speaker 1: I want you to be talking to the benefits to
11:55
Speaker 1: your audience rather than just like features. So show empathy
11:58
Speaker 1: by acknowledging challenges. So, for example, instead of being like, hey, Jess,
12:03
Speaker 1: we offer really fast shipping, you might go get your
12:05
Speaker 1: favorite products delivered to your door in no time so
12:09
Speaker 1: that you can enjoy them sooner. Like, it's shifting the
12:12
Speaker 1: way that you articulate the exact same thing to make
12:16
Speaker 1: it more attractive. It's a really subtle shift, but it
12:19
Speaker 1: makes a very big difference in how your audience is
12:22
Speaker 1: going to connect in with your brand.
12:24
Speaker 4: It's getting right click synonyms. When I was writing an
12:26
Speaker 4: essay and I was like, I've used the same word
12:28
Speaker 4: like five times in a literally is.
12:31
Speaker 1: That Like, isn't that important? Because you just know that
12:34
Speaker 1: if you handed that essay in, your teacher would have
12:36
Speaker 1: like circled the word and been like, Jess, you've used
12:38
Speaker 1: the word exquisite five times. Yeah, and you'd be like, yeah,
12:41
Speaker 1: I know. It's a good word. Yeah, but like people
12:44
Speaker 1: are bored of.
12:44
Speaker 4: That, A little creativity goes a long way.
12:46
Speaker 1: Yeah. Also, we want to make sure that our messaging
12:49
Speaker 1: isn't too messy. We want to make sure that it's
12:51
Speaker 1: really clear and straightforward. So we're going to avoid overly
12:54
Speaker 1: technical terms and jug and that might confuse or even
12:58
Speaker 1: unfortunately alienate some of your audience. So there's a saying
13:01
Speaker 1: in marketing, if you confuse, you lose, which I think
13:05
Speaker 1: is quite to help. Hatchy, hatchy, Yeah, but if your
13:08
Speaker 1: audience doesn't understand what you're saying, you're probably gonna lose
13:10
Speaker 1: the sale, which makes sense. But too many times we
13:14
Speaker 1: get a little bit too complex, and then we're trying
13:16
Speaker 1: really hard to look intelligent or look attractive, and then
13:19
Speaker 1: all of a sudden we've lost the customer because they're like, wait,
13:22
Speaker 1: what's she on about? Yeah, I can't be bothered with
13:24
Speaker 1: this excerpt. Back to doom scrolling on TikTok. So let's
13:27
Speaker 1: go back to my favorite example, candle business. Instead of
13:31
Speaker 1: saying something like it's infused with complex of factory compounds, Jess,
13:35
Speaker 1: which is kind of confusing in a little bit, now
13:38
Speaker 1: very appealing, I mean it's legitimate, like that is factual.
13:41
Speaker 1: Instead you might go, it smells just like fresh linen. Haa,
13:46
Speaker 1: you laugh, but like, I love fresh linen. And it's
13:48
Speaker 1: quite straightforward. It's really relatable, and it immediately tells you
13:52
Speaker 1: what you're going to get. You don't want to sell
13:55
Speaker 1: the feature, you actually want to sell the benefit. Another
13:58
Speaker 1: way that you can do this is by leveraging social proof,
14:01
Speaker 1: which is so important. So you're going to share testimonials.
14:04
Speaker 1: You're going to share case studies or real life examples
14:07
Speaker 1: of how your product or service has made a difference.
14:10
Speaker 1: So according to Big Commerce, just seventy two percent of
14:13
Speaker 1: consumers say that positive reviews and testimonials make them trust
14:17
Speaker 1: a business more. I make seventy two percent.
14:20
Speaker 4: The first thing I do before I buy something is
14:22
Speaker 4: I go to TikTok or tool and I type in
14:25
Speaker 4: the name and review and I see what comes up.
14:27
Speaker 1: I do exactly the same thing. I'm not buying anything
14:31
Speaker 1: without seeing what other people that I don't know have
14:33
Speaker 1: said about it. Yeah, isn't that weird. I'm like, Oh,
14:35
Speaker 1: this random person I've never met made a video on it.
14:38
Speaker 1: She says she likes it.
14:39
Speaker 4: I must love it, So why I say I'm a
14:41
Speaker 4: marketer's dream like all it takes is a positive word
14:43
Speaker 4: from someone.
14:44
Speaker 1: Like the time that you almost bought hydrogenated water.
14:46
Speaker 4: Yeah, shout out to the girls who slow.
14:49
Speaker 1: It's not just about telling people what you offer, Jess,
14:52
Speaker 1: It's about showing them through the voices of others who
14:54
Speaker 1: have actually experienced it firsthand. Social proof makes your messaging
14:58
Speaker 1: more relatable, more th it helps potential customers see themselves
15:02
Speaker 1: benefiting from your product. Always keep your customer at the
15:06
Speaker 1: heart of your communication as well, and use your stories
15:09
Speaker 1: to create genuine connection.
15:13
Speaker 4: Can I just go on a little tangent?
15:14
Speaker 1: Of course you can. I'm black the hydrogen water order.
15:18
Speaker 4: I feel like that's such a good, perfect example for
15:21
Speaker 4: this episode of marketing because for those who don't listen
15:24
Speaker 4: maybe to every Friday episode, we spoke about it. A
15:26
Speaker 4: couple of weeks ago, I was scrolling on TikTok and
15:28
Speaker 4: it was late at night, and this was when I
15:30
Speaker 4: realized I truly am a marketer's dream. Is because I
15:32
Speaker 4: saw someone promoting and it was a disclosed sponsored ad
15:36
Speaker 4: for a company that does hydrogen water, and they were
15:38
Speaker 4: talking about how it fixed all of these health problems
15:41
Speaker 4: for them or like helped eat some of their benefits.
15:43
Speaker 4: Talking again to the benefits of the product, not the
15:46
Speaker 4: complex science. You know. They just use the name hydrogen water,
15:49
Speaker 4: which made it sound fancy, and I was like, oh
15:51
Speaker 4: my god, I need to buy this. And then I
15:52
Speaker 4: came in on Friday and we were talking about it,
15:55
Speaker 4: and you.
15:55
Speaker 1: Said, Jessica, there is two hydrogens per one oxygen in
16:00
Speaker 1: bond in water. You already have hydrogen in water. And
16:03
Speaker 1: you're like, you're a smart woman. I you are so smart,
16:07
Speaker 1: and you're still like, oh, oh yeah.
16:10
Speaker 4: But that's what good marketing does. It sells me something.
16:12
Speaker 4: It gotcha that I have access to from my tap.
16:15
Speaker 4: And yes it might be ever so slightly different, but
16:17
Speaker 4: it's them showcasing as you're saying, really got sold water.
16:22
Speaker 1: It's basically the same thing as selling ice to Eskimos completely.
16:26
Speaker 4: Did it because they had a testimonial, They spoke to
16:29
Speaker 4: those benefits, they did all those things, and I, as
16:31
Speaker 4: a consumer went, I have that problem.
16:34
Speaker 1: That hot fitness model who did pilates and then drank
16:37
Speaker 1: that what I could be her?
16:39
Speaker 4: That's it. It's crazy, howl you down, jest.
16:43
Speaker 1: They gotcha.
16:43
Speaker 4: They truly did. At my one am doom scroll. But
16:46
Speaker 4: that's the thing, that's what good marketing can do, and
16:49
Speaker 4: if you're keeping that customer front of mind, it's going
16:52
Speaker 4: to be easier to sell to them what would just
16:55
Speaker 4: do by the water? Obviously, now that we have that
16:59
Speaker 4: solid found, I hope everyone listening kind of has that
17:01
Speaker 4: good understanding for me to go. Should we talk through
17:04
Speaker 4: all of the different types of marketing that are available?
17:07
Speaker 1: Yeah, So I like to break it down for me
17:09
Speaker 1: personally because it needs to be simple for me to
17:12
Speaker 1: get it. But also I like to break it down
17:14
Speaker 1: into four different categories. So we've got owned, rented, earned,
17:18
Speaker 1: and paid, and that simplifies things for me in a
17:22
Speaker 1: really nice way. So it makes it hopefully really easy
17:25
Speaker 1: and clear so that you're also able to figure out
17:28
Speaker 1: where your business fits in and what might need a
17:30
Speaker 1: little bit of TLC. So owned, that's all about the
17:33
Speaker 1: channels that you actually have full control over. So for me,
17:37
Speaker 1: that's my email list, it's my website, it's my podcast.
17:41
Speaker 1: It's basically your own turf where no one can change
17:44
Speaker 1: the rules on you like I own those things. Like,
17:46
Speaker 1: no one's going to swoop in and take my website
17:48
Speaker 1: off me because I actually own it, and I have
17:50
Speaker 1: full creative control of what's on that and how it works. Right,
17:54
Speaker 1: this is where you can really build those deeper connections
17:57
Speaker 1: without worrying about like a surprising I don't know algorithm overhaul,
18:01
Speaker 1: which if you're a small business, you're always like, oh
18:03
Speaker 1: my god, I don't know how that algorithm works. Like
18:05
Speaker 1: it's always changing me either, girl, me either. The next
18:09
Speaker 1: is rented And this is usually, I guess, the first
18:11
Speaker 1: thing people think of when they hear marketing, especially in
18:14
Speaker 1: twenty twenty four. This is your social media. So this
18:17
Speaker 1: is your Instagram, your Facebook, you TikTok, you name it.
18:20
Speaker 1: It's someone else's platform that you're then using to drive leads.
18:24
Speaker 1: And while it's great for visibility, you're just borrowing space.
18:28
Speaker 1: You might not be renting it with cash, but like
18:30
Speaker 1: it's borrowed space, Jess, you're at the mercy of those
18:33
Speaker 1: pesky algorithm changes and platform whims. Like at the moment,
18:36
Speaker 1: I don't know if you're on this side of TikTok, Jess,
18:38
Speaker 1: but a whole heap of people who are American content
18:41
Speaker 1: creators are really worried at the moment because they're talking
18:43
Speaker 1: about TikTok maybe being banned there, and they're like, but
18:46
Speaker 1: I have a million followers on TikTok, Like, what's going
18:49
Speaker 1: to happen to my business? And it's like, actually, you
18:51
Speaker 1: need to diversify your marketing channels and build something that's owned,
18:55
Speaker 1: because you don't own your followers. Yeah, Like you don't
18:58
Speaker 1: have their number. You can't call them if you're Instagram
19:00
Speaker 1: or your TikTok got deleted, they're gone, like they were
19:03
Speaker 1: never yours to call up.
19:05
Speaker 4: Yeah, that's why we talk about it. So you can't
19:06
Speaker 4: just get Taylor on the phone. You can't get Taylor
19:08
Speaker 4: on the phone, as much as we wish that we could.
19:10
Speaker 4: That's why we do talk about how it's so important
19:12
Speaker 4: to funnel those people from social media to a platform
19:14
Speaker 4: that you do own.
19:15
Speaker 1: Yeah, because like what happens if she's on the money
19:17
Speaker 1: Instagram gets deleted tomorrow. Hopefully my community like our content
19:22
Speaker 1: enough that they're a bits out about that. Well, I
19:24
Speaker 1: can email you ess and be like, hey, here's our
19:25
Speaker 1: new handle, here's where to find us, Like I don't
19:28
Speaker 1: have to be reliant on me begging Instagram for my
19:31
Speaker 1: username back, Like it's stressful and i'd be heartbroken if
19:35
Speaker 1: that were the case, but like I know that I
19:37
Speaker 1: still have my business in the background totally. It's scary
19:40
Speaker 1: if you're not relying on multiple sources.
19:43
Speaker 4: What anither two?
19:44
Speaker 1: So we've got earned and that's all about what you
19:46
Speaker 1: gain through reputation and relationships. So things like pr user
19:51
Speaker 1: generated content like you're looking up reviews Jessica and even
19:55
Speaker 1: like a shout out from a happy customer. This is
19:57
Speaker 1: where your business earns attention because people are talking about you,
20:01
Speaker 1: they're sharing your content, and they're singing your praises without
20:05
Speaker 1: you having to pay for it. Okay, important distinction, That
20:07
Speaker 1: important distinction. You earned it, you didn't buy it. Which
20:13
Speaker 1: is the next topic that we're talking about, which is
20:15
Speaker 1: paid and it's exactly like what it sounds like. You're
20:19
Speaker 1: paying to be seen. So this might be like your
20:21
Speaker 1: Facebook or your Google Ads or even traditional stuff like
20:24
Speaker 1: a full page magazine spread. It's a quicker way to
20:27
Speaker 1: get your name out there, but you've actually got to
20:29
Speaker 1: keep a close eye on that ROI so that you're
20:32
Speaker 1: not burning cash. And also just it costs cash and
20:34
Speaker 1: lots of small business owners don't have a lot to
20:36
Speaker 1: throw it paid, so it's not until you're often further
20:39
Speaker 1: down the track or you really want to invest in
20:41
Speaker 1: the business, that you might be looking into this option.
20:44
Speaker 4: And you'd also put PAYUGC and influence under that same
20:47
Speaker 4: one hundred percent.
20:47
Speaker 1: Because you're paying to be seen. Yeah, like you didn't
20:50
Speaker 1: earn that you paid.
20:52
Speaker 4: For that, paying for the advertising. That makes total sense.
20:54
Speaker 4: So which one should audience be focusing on the most
20:58
Speaker 4: all of them?
20:58
Speaker 1: Oh so sorry, you've always heard me Jess on this.
21:02
Speaker 1: She's on the Money podcast bang on about diversification when
21:05
Speaker 1: it comes to investing, right, I mean, our investing masterclass
21:08
Speaker 1: just came out, so you should be across how important
21:11
Speaker 1: diversification is. But marketing is thankfully no different, so I
21:15
Speaker 1: haven't had to reinvent the wheel here. But relying solely
21:19
Speaker 1: on one channel, like just your social media might feel
21:22
Speaker 1: really simple and it's really easy and it's familiar, but
21:25
Speaker 1: it's really risky. So algorithms can change, the platform could evolve,
21:29
Speaker 1: It might be banned in your country at some point,
21:31
Speaker 1: and what works today might not work tomorrow. Like, think
21:34
Speaker 1: about historically, I don't know if you remember, like triangle bikinis.
21:38
Speaker 4: Ah triangle bikini that I have beef, that's a story
21:41
Speaker 4: for another time.
21:42
Speaker 1: Oh my gosh, this story for another time, like beef
21:46
Speaker 1: with the actual business, or like beef in the way
21:49
Speaker 1: that I had where triangle bikinis were built for I
21:53
Speaker 1: don't know, side note a twelve year old pre pubescent
21:56
Speaker 1: boy's body, and I didn't have that and so never
21:59
Speaker 1: looked good in them, and therefore crucified myself for not
22:03
Speaker 1: looking cue. But remember triangle bikinis. They got really big
22:08
Speaker 1: on Instagram at a time when it was so easy
22:10
Speaker 1: to build an audience, like you just kept posting and
22:12
Speaker 1: you got followers and it was really simple. Their marketing
22:15
Speaker 1: strategy today would not work, Like you can't just start
22:17
Speaker 1: posting on Instagram. You can't just expect the people to
22:20
Speaker 1: come in the way that it did when Instagram was founded. Like,
22:24
Speaker 1: things have changed, and that's a very good example of
22:27
Speaker 1: what worked today might not work tomorrow.
22:30
Speaker 2: Right.
22:30
Speaker 1: So, by spreading and making sure that you're diversified across rented, paid, owned,
22:35
Speaker 1: and earned marketing, you're kind of creating a safety net
22:38
Speaker 1: for your business. You're doing all of it. This diversified
22:41
Speaker 1: approach makes sure that if one channel slows down or
22:44
Speaker 1: changes unexpectedly, your overall strategy remains really strong and adaptable.
22:48
Speaker 1: It's about being prepared and being flexible and maximizing every
22:52
Speaker 1: opportunity to reach your audience in really different ways. And
22:55
Speaker 1: I feel like so many times people think it's like
22:59
Speaker 1: down to followers. Oh, you've got a million followers, you
23:01
Speaker 1: must be really good at this, or you must have
23:03
Speaker 1: a really successful business. Some of the most successful businesses, yes,
23:07
Speaker 1: I've seen, they don't have heaps of followers. They just
23:09
Speaker 1: have a really good, diversified strategy and a good funnel
23:12
Speaker 1: setup to get that consumer in, get them really engaged
23:15
Speaker 1: and get them buying, but often getting them buying multiple times.
23:19
Speaker 1: I don't need a million followers if none of them
23:21
Speaker 1: are buying, Jess, Yeah, you need to be nurturing them
23:24
Speaker 1: as they do want to buy exactly we're going to
23:25
Speaker 1: create that engagement. Now. I know that this might sound
23:29
Speaker 1: like a lot, but don't stress, because this isn't something
23:31
Speaker 1: you have to tackle all the once. Like you don't
23:33
Speaker 1: need to go, oh, yes, I need a four point
23:35
Speaker 1: marketing strategy tomorrow. Building a marketing strategy is kind of
23:39
Speaker 1: like running a marathon. Probably a really bad analogy because yourself. Yes,
23:44
Speaker 1: but like, we're also not going to run a marathon, jess,
23:48
Speaker 1: So relate no, no, like we are going to do
23:50
Speaker 1: the marketing strategy. It's a marathon we want to do,
23:54
Speaker 1: but start small, take it one step at a time,
23:56
Speaker 1: and focus on what you can realistically manage today. Obviously
24:00
Speaker 1: a really big topic, in fact, so much that I
24:03
Speaker 1: have made this episode a two parta oh, we love
24:05
Speaker 1: a follow up, we love a tuparta, but let's go
24:08
Speaker 1: to a really quick break and then on the flip
24:10
Speaker 1: side we can dive even further into owned strategies. So
24:12
Speaker 1: guys don't go anywhere, all right, Jess, we are back.
24:19
Speaker 1: And as I said before, like if you are on
24:22
Speaker 1: socials and that's your base and you don't have an
24:25
Speaker 1: email platform, this is probably true for everybody, but I
24:28
Speaker 1: really want you to start in that owned category because
24:30
Speaker 1: I want you to own everything that you've created. So
24:33
Speaker 1: let's start there, because like, why pay people if then
24:35
Speaker 1: they're coming back to a platform that you don't own, silly?
24:38
Speaker 1: But I want you to start in owned because it
24:40
Speaker 1: kind of sets the groundwork for absolutely everything else. And
24:43
Speaker 1: it might seem like a kind of obvious one, but
24:46
Speaker 1: a website in twenty twenty four, Jessica is a non
24:50
Speaker 1: negotiable for your marketing strategy.
24:52
Speaker 4: Amen.
24:53
Speaker 1: It is your online digital store front. It is your
24:57
Speaker 1: business card. It is in a way social proof. Like Jess,
25:00
Speaker 1: if a company doesn't have a website, I'm like, do
25:02
Speaker 1: you even exist? You are scam?
25:04
Speaker 4: Yeah, I'm immediately thinking.
25:05
Speaker 1: I'm immediately like, what why don't you have a website?
25:08
Speaker 1: Like it's so easy to do, it doesn't matter. I
25:10
Speaker 1: also get confused when I'm like looking up a business
25:13
Speaker 1: and I'm trying to work out if they want to
25:14
Speaker 1: want to engage in, like tell me more about you.
25:17
Speaker 1: It's the one place that you not only have full
25:19
Speaker 1: control over your brand, your messaging, and how you present yourself,
25:22
Speaker 1: but it's kind of like that central hub where all
25:25
Speaker 1: your marketing efforts converge and come together and hopefully capture
25:29
Speaker 1: your client to go, ah, these are the people I
25:32
Speaker 1: want to get involved with.
25:33
Speaker 4: Yeah, And it's where you can also showcase what makes
25:35
Speaker 4: you and your business unique without some of the limitations
25:38
Speaker 4: that maybe other platforms.
25:39
Speaker 1: You can do whatever you want, You totally can.
25:41
Speaker 4: You're fully in control whether you want really detailed product
25:44
Speaker 4: pages without the character limits, or you want to share
25:46
Speaker 4: lots of testimonials.
25:48
Speaker 1: I'm a yapper.
25:48
Speaker 4: We're born to gap in this podcast. That's why we
25:50
Speaker 4: have a podcast.
25:52
Speaker 1: Can you imagine if they were like, yes, so you're
25:54
Speaker 1: gonna have to limit it, I'd be let I'm gonna
25:56
Speaker 1: have to find a different outlet totally.
25:59
Speaker 4: Or you want to blog highlights your expertise. Your website
26:02
Speaker 4: is where you can really tell your story and guide
26:04
Speaker 4: visitors through the journey that you want them to take.
26:07
Speaker 4: And it's all yours at.
26:08
Speaker 1: One hundred percent and could be like really passive or
26:11
Speaker 1: really active. Like if you want a blog that you
26:12
Speaker 1: update every day, you do you boo. But I don't
26:15
Speaker 1: have time for that, Like that's not something that I
26:17
Speaker 1: can commit to. So it's not just about I guess
26:20
Speaker 1: looking professional. Having a website boosts your credibility, but that
26:23
Speaker 1: doesn't mean you need to update it every day. Like
26:25
Speaker 1: if you want to, you can, And I mean I
26:28
Speaker 1: now just log into the back end and change things
26:30
Speaker 1: when I'm like, oh that kind of looks cool, Let
26:32
Speaker 1: me try that feature, let me do this, like I
26:34
Speaker 1: love it. It annoys the team though, because I like
26:36
Speaker 1: change things and I'm like, why is the role different?
26:38
Speaker 1: And I'm like, so hear me out. But consumers today
26:42
Speaker 1: expect businesses to have a good online presence, and a
26:46
Speaker 1: really well designed website can make a strong first impression.
26:50
Speaker 1: Like if you're a new business as well and you
26:51
Speaker 1: have a strong website, I'm like, oh, well, this business
26:53
Speaker 1: has its stuff together. Even if you don't have any
26:57
Speaker 1: social proof yet, Jess, I look and I go, oh,
26:59
Speaker 1: they're legit. Maybe I don't need the social proof or
27:01
Speaker 1: I haven't gone looking for it because the website was enough. Yeah. Plus,
27:05
Speaker 1: it's a space where you can capture leads, you can
27:07
Speaker 1: collect emails and ultimately drive conversion in a way that's
27:10
Speaker 1: fully within your control. And I mean historically I really
27:14
Speaker 1: focused on socials. It's not about socials, Jess. It's really
27:17
Speaker 1: about getting that engaged customer in your door. I know,
27:22
Speaker 1: getting our website up and running it can feel like
27:24
Speaker 1: a really huge task, and it was for me. But
27:27
Speaker 1: trust me, there are super easy solutions out there, even
27:30
Speaker 1: for beginners, Jess. You know, and I've said this a
27:33
Speaker 1: million times, IDI wied my website. I spent literal weeks, Jess,
27:39
Speaker 1: building my website on squarespace without any tech background, and
27:43
Speaker 1: it used to be really complicated. I wish I'd started
27:45
Speaker 1: today because now it's just like drag and drop. I'm
27:48
Speaker 1: really glad that when I was growing up, I thought
27:51
Speaker 1: I was a MySpace hacker and I learned how to
27:54
Speaker 1: HTML code so that I could have the glitter mouse.
27:57
Speaker 1: But it's literally now just drag and drop. You don't
28:00
Speaker 1: even have to code. So I think that there's that
28:02
Speaker 1: mentality in the background, like some people are like, oh, website,
28:05
Speaker 1: it's really hard. Yeah, it's not like it used to be.
28:08
Speaker 1: It's so easy. And Jess, as you know, at the moment,
28:11
Speaker 1: they have stunning templates, so you don't even have to
28:14
Speaker 1: start from scratch. You can like get a good template,
28:17
Speaker 1: customize the colors, change the photos, you know, drag and
28:21
Speaker 1: drop things around so it looks custom it looks like
28:23
Speaker 1: your brand, but your online and your online quickly and
28:26
Speaker 1: in a super professional way. Yeah.
28:28
Speaker 4: And I'm currently jujing one of those very templates as
28:31
Speaker 4: we speak, because I know I've been saying for ages,
28:32
Speaker 4: I'm working on my website and I'm documenting it, so
28:35
Speaker 4: maybe we'll share it our cheese on the money at
28:36
Speaker 4: some point we need.
28:37
Speaker 1: To because it's so much easier. But I think the
28:39
Speaker 1: problem being a business owner is you like want everything
28:42
Speaker 1: to be perfect, and I keep telling you, just get
28:45
Speaker 1: it up. Yeah, it's like that she's on the money website.
28:47
Speaker 1: I still think that website is a work in progress.
28:50
Speaker 1: But I'm pretty sure if anyone went to that website,
28:52
Speaker 1: they'd be like, it's hopefully hopefully hopefully. They're like, oh,
28:56
Speaker 1: it's really good. I'd be like, yeah, okay, but like,
28:58
Speaker 1: I don't really love this part. That doesn't I mean,
29:00
Speaker 1: don't publish it. Publish it and you can keep changing
29:02
Speaker 1: and updating. And I think that that's the best way
29:05
Speaker 1: a website exists now, because it's no longer like a
29:08
Speaker 1: set and forget like sign. Yeah, it's like an ever
29:12
Speaker 1: moving platform that is consistently changing in the same way
29:15
Speaker 1: that your consumers are. And I guess another thing I
29:18
Speaker 1: want to note here while we're talking about it is
29:20
Speaker 1: just did you know that once you create your business website,
29:23
Speaker 1: you don't actually automatically appear in Google work And it's
29:28
Speaker 1: all about SEO And this isn't sponsored. I just think
29:31
Speaker 1: it's really important. But Google actually has a free Fundamentals
29:34
Speaker 1: of Digital Marketing course that's going to show you how
29:37
Speaker 1: to get found when people search and as a small business,
29:41
Speaker 1: and I used to be a very small business. Just
29:44
Speaker 1: do you remember that time that I spent a whole
29:45
Speaker 1: heap of money on marketing?
29:47
Speaker 2: Oh?
29:48
Speaker 4: Yes, we don't talk about those days, no, But.
29:50
Speaker 1: Like I spent upwards of fifty thousand dollars I think
29:54
Speaker 1: on marketing and it went nowhere. For an agency, yeah,
29:58
Speaker 1: I would say they definitely did the wrong thing by
30:00
Speaker 1: us and took advantage of it. But I didn't know
30:03
Speaker 1: what I didn't know, And it turns out I could
30:05
Speaker 1: have done a lot on my own, and courses like
30:07
Speaker 1: this or what has helped me get to where I
30:10
Speaker 1: need to be. And I'm very lucky that now I'm
30:12
Speaker 1: in the position where I can hire people internally to
30:14
Speaker 1: help me and we can build it that way. But
30:17
Speaker 1: I also started here and being able to do a
30:20
Speaker 1: free Fundamentals of Digital Marketing course so that I can
30:23
Speaker 1: nail my own SEO like money win, especially as a
30:27
Speaker 1: small business owner because you feel so overwhelmed all the time.
30:30
Speaker 1: So the course is about SEO, which is search engine optimization,
30:34
Speaker 1: and it shows you how to make sure that you're
30:35
Speaker 1: getting listed on Google, and it also teaches you strategies
30:38
Speaker 1: to increase your visibility and search results, making it easier
30:41
Speaker 1: for potential customers to find you. It's honestly all about
30:44
Speaker 1: actively managing how your business appears online rather than just
30:48
Speaker 1: leaving it up to chance. And I mean just small
30:51
Speaker 1: things like one thing I learned jes that I didn't
30:54
Speaker 1: even know it was a thing. So on your website
30:57
Speaker 1: right now, you're probably like just uploading the images that
30:59
Speaker 1: you want. What are you naming them?
31:02
Speaker 4: Whatever? Those aged in my key, they're probably.
31:04
Speaker 1: Like IMG four four two or something, right, change the
31:08
Speaker 1: name of that so that if people are looking up
31:10
Speaker 1: Jessica Ricky, they're going to go to images. Maybe those
31:14
Speaker 1: images are coming up because they're saved like Jessica Ricky
31:17
Speaker 1: at the beach or Jessica Ricky. And use like your
31:20
Speaker 1: search terms in your image captions because it's saved in
31:24
Speaker 1: the back end of your website. But Google picks up
31:26
Speaker 1: those words and then serves it to your potential customer.
31:29
Speaker 1: So I can almost guarantee that all the images on
31:32
Speaker 1: that She's on the Money website are like She's on
31:34
Speaker 1: the Money Investing for Beginners, And like if you looked
31:37
Speaker 1: at the name of the image, you'd be like, what,
31:38
Speaker 1: But no one's looking at the name of the image
31:40
Speaker 1: and it's like a little hack that can get you
31:42
Speaker 1: more visibility without spending anything.
31:45
Speaker 4: Genius right.
31:47
Speaker 1: Also, just another one is make sure that you're setting
31:49
Speaker 1: up your Google My Business profile, so that, I would
31:53
Speaker 1: say is a really critical step. So you know, when
31:55
Speaker 1: you search for a business on Google and that little
31:57
Speaker 1: box pops up to the right with all of the
31:59
Speaker 1: important it's so it's like their hours and their address
32:02
Speaker 1: and the photos and reviews. You can go look up
32:04
Speaker 1: Zella Money, Like we've got one set up at the moment,
32:07
Speaker 1: and it kind of has all the information that you
32:09
Speaker 1: would need at a glance without having to go to
32:12
Speaker 1: our website. So that's Google My Business working its magic.
32:15
Speaker 1: Without setting up your profile. I would say, you're actually
32:18
Speaker 1: missing out because it's free. So this will make sure
32:21
Speaker 1: that you're coming up when you need to come up.
32:23
Speaker 1: And all of this is actually covered in that course
32:25
Speaker 1: that I mentioned. That is free and it's one of
32:27
Speaker 1: the easiest and most impactful ways to boost your visibility
32:30
Speaker 1: on Google. Also, according to Google, businesses with a verified
32:34
Speaker 1: My Google Business profiler twice as likely to be considered
32:37
Speaker 1: by reputable customers. Isn't that wild? They go, You just
32:41
Speaker 1: get a little Google badge for free. Plus, they're more
32:44
Speaker 1: likely to show up in local search results, which means
32:46
Speaker 1: that you're putting your business right at the front if
32:48
Speaker 1: people are actively searching for what you're offering. It was
32:52
Speaker 1: explained to me that, like a website, Google doesn't know
32:55
Speaker 1: how to find it, Like it's kind of creating a
32:58
Speaker 1: book and then throwing it into the library and not
33:01
Speaker 1: categorizing it. Like people aren't going to walk in and
33:03
Speaker 1: be like, oh, immediately, I know how to find this book,
33:05
Speaker 1: or you know, I'm looking for this topic, I'm going
33:07
Speaker 1: to go to this section like they can't find it.
33:09
Speaker 1: You actually have to categorize it. And the Google my
33:12
Speaker 1: business actually gives all your information to Google so that
33:16
Speaker 1: they can go, oh, that's what Jess does. No worries Jess.
33:19
Speaker 1: We'll keep you in mind for when someone's looking for
33:21
Speaker 1: you or looking for a service similar to you.
33:24
Speaker 4: And I think you a decimal system of the Internet.
33:26
Speaker 1: Yes, I love a library reference.
33:29
Speaker 4: It's huge, especially for small businesses who are trying to
33:31
Speaker 4: get noticed without having that massive ad budget behind them.
33:35
Speaker 4: And once you've got your profile setup, you can start
33:38
Speaker 4: collecting those reviews on Google Reviews right like I went,
33:40
Speaker 4: I got a missage recently and I said, oh, if
33:42
Speaker 4: you enjoyed it, we'd love a Google review.
33:44
Speaker 1: I always enjoy a massage so out of town so
33:47
Speaker 1: you can have a review. And like, reviews are a
33:49
Speaker 1: really big deal when it comes to building trust and credibility.
33:52
Speaker 1: I mean, whopping, eighty eight percent of consumers trust online
33:56
Speaker 1: reviews as much as personal recommendations. So if you think
33:59
Speaker 1: about it, when's the last time you booked a service
34:02
Speaker 1: or bought something online without checking the reviews first. It
34:05
Speaker 1: was saying to add a personal anecdote in here. I
34:08
Speaker 1: run a mortgage breaking business called Zella Money, and I
34:11
Speaker 1: see it as such a privileged Jess to work with
34:14
Speaker 1: people to get them into their first homes. But it
34:16
Speaker 1: is not beyond me understanding that. You know, Jesse, if
34:19
Speaker 1: you come to Zella, which you do, you're kind I do,
34:22
Speaker 1: in fact do. In fact, if you come to Zella,
34:24
Speaker 1: I'm talking to you about your life savings. I'm giving
34:28
Speaker 1: you advice on how to spend it. You know, you
34:31
Speaker 1: might come to me with a property and I'm telling
34:32
Speaker 1: you whether that's a good idea or not. I'm talking
34:36
Speaker 1: you through these things. That's a big deal. So for me,
34:39
Speaker 1: reviews are so important because Jesse, if you're like a
34:42
Speaker 1: little bit unsure about, you know, spending your life savings
34:46
Speaker 1: on a property, but you know it's in line with you,
34:48
Speaker 1: I want you to be able to Google and see
34:50
Speaker 1: that so many other people have bought their houses with
34:52
Speaker 1: me and they're super happy and had a really positive experience,
34:55
Speaker 1: because that's just going to add to you being like, okay, cool,
34:58
Speaker 1: I trust them, like they know what they're talking about. Yeah, Like,
35:00
Speaker 1: it's a process you've never been through, so it makes
35:03
Speaker 1: sense that you might be a little bit confused. You
35:04
Speaker 1: might go, I don't really know what's going on. But
35:07
Speaker 1: with that level of social proof, you're a little bit
35:09
Speaker 1: more settled. You're feeling a little bit safer. And I
35:11
Speaker 1: think that that's really important, especially for me, and I
35:15
Speaker 1: think that's why it's so important that all businesses do that.
35:19
Speaker 1: I look up reviews on everything I want to know,
35:21
Speaker 1: and if the reviews are add I'm like, oh interesting.
35:24
Speaker 1: Positive reviews obviously not only help you stand out in
35:27
Speaker 1: search results, but also give like potential customers the extra
35:31
Speaker 1: nudge to choose you over the competition because they can
35:34
Speaker 1: see people are like, oh my god, I loved buying
35:36
Speaker 1: my house with Zella money. You know, Jack was amazing
35:39
Speaker 1: and Victoria really helped, Like I want that, Yeah, and
35:42
Speaker 1: I want you to see that from other people in
35:45
Speaker 1: a way that's not paid, because like the reviews on
35:47
Speaker 1: Google are not paid. You see it and go, she
35:49
Speaker 1: could have written anything, Yeah, and Jess. The cool thing
35:53
Speaker 1: here is if you're sending people to Google, you can
35:55
Speaker 1: also use these testimonials in your other marketing content to
35:58
Speaker 1: make them extra valuable.
36:00
Speaker 4: Yeah, and you can even send Path customers and email afterwards.
36:03
Speaker 4: You know, after they've used your service or brought from
36:05
Speaker 4: your business. Maybe they didn't think to leave a review
36:07
Speaker 4: straight away, but more often than not, if you ask
36:09
Speaker 4: someone and they really liked your product, people are often
36:11
Speaker 4: happy to say something good about it, especially if you
36:13
Speaker 4: just send them something with the little link saying hey, like,
36:16
Speaker 4: if you liked it, use this. Sometimes. I know businesses
36:18
Speaker 4: will say, oh, if you leave as a review, you
36:19
Speaker 4: get five percent off on your next purchase or something.
36:22
Speaker 1: It's something I actually need to be better at. Like,
36:24
Speaker 1: we do have some reviews, but I'm not as good
36:27
Speaker 1: at asking for them as I should be, because I
36:30
Speaker 1: don't know as a small business owner, I often feel
36:32
Speaker 1: like it's a burden. I don't want to be like, hey, so, Jesz,
36:35
Speaker 1: I had a really nice time working with you, Can
36:37
Speaker 1: you leave me a review. That's probably something that I
36:39
Speaker 1: need to get over because I love seeing them, not
36:42
Speaker 1: just because it's validation that I'm doing the right thing
36:45
Speaker 1: and my business is on the right path, but like
36:47
Speaker 1: I want to see your sould stick up, I want
36:49
Speaker 1: to see you buying your first home. And I guess
36:52
Speaker 1: speaking of being really proactive, and I should be more,
36:54
Speaker 1: but being proactive with emails, one of the next things
36:57
Speaker 1: that you need to consider is setting up your email list,
37:00
Speaker 1: So start collecting those email addresses from day one. Maybe
37:04
Speaker 1: you're offering a freebie or like a discount or something
37:07
Speaker 1: valuable to get people to sign up. Email marketing is
37:10
Speaker 1: an absolute powerhouse. For every dollar spent, Jess, the average
37:14
Speaker 1: return is reported to be around thirty five to forty
37:18
Speaker 1: five dollars, which is an insane return on investment. So
37:22
Speaker 1: unlike social media where posts just get lost in the feed,
37:25
Speaker 1: emails land in your customer's inboxes, making it one of
37:28
Speaker 1: the most effective ways to connect and communicate with your audience.
37:33
Speaker 1: But Jess, sadly, it's actually not all about sales, it's
37:37
Speaker 1: also about relationship building. About sixty percent of consumers say
37:41
Speaker 1: they've made a purchase because of an email that they've received,
37:44
Speaker 1: and with average open rates between twenty to twenty five percent,
37:48
Speaker 1: email engagement is actually way higher than what you typically
37:51
Speaker 1: see on social media plas you actually own your email list, Jess.
37:56
Speaker 1: No algorithms, no platform chains, just a direct line to
38:00
Speaker 1: your consumer, which is arguably, from my perspective, very sexy.
38:04
Speaker 1: So if you're just getting started, you need to prioritize
38:08
Speaker 1: your email listed from me is a no brainer. And
38:11
Speaker 1: if you're just starting, Jess, there are so many free
38:14
Speaker 1: email platforms. It's not going to cost you anything. It's
38:16
Speaker 1: like social media. Just set it up and you can
38:19
Speaker 1: work it out later. It's one of those small steps
38:21
Speaker 1: that can lead to really big lasting results for your business.
38:25
Speaker 4: And what kind of emails should people be sending?
38:27
Speaker 1: It could be a plethora of them. But I also
38:29
Speaker 1: just want to touch on that platform thing before. We
38:32
Speaker 1: just use the standard one through our website, but there
38:34
Speaker 1: are so many out there, like have a look, choose
38:37
Speaker 1: what's right for you. One of the first things you
38:40
Speaker 1: should be sending to your email list is an automated
38:42
Speaker 1: welcome sequence. So you know those emails that you get
38:45
Speaker 1: when you subscribe, like you go onto a website, you
38:47
Speaker 1: hit subscribe, They're more than just a nice gesture. They're
38:51
Speaker 1: actually a really serious money maker. J Just did you
38:54
Speaker 1: know that welcome emails can drive up to three hundred
38:58
Speaker 1: and twenty percent more revenue per email than typical promotional ones.
39:02
Speaker 1: That's crazy, that's actually insane. Plus they have higher open
39:06
Speaker 1: rates and click through rates because you're catching your audience
39:09
Speaker 1: or their most engaged, like they've just said, oh, Jess,
39:11
Speaker 1: I love your website. Sign up. Oh I just got
39:13
Speaker 1: an email from Jess, Like it makes sense. It's all
39:17
Speaker 1: about striking mole the iron's hot, and a really well
39:19
Speaker 1: crafted welcome sequence does exactly that, turning fresh subscribers into
39:24
Speaker 1: loyal customers right from the get go, and then going
39:27
Speaker 1: beyond that, consider maybe adding automated emails like abandon cut reminders.
39:33
Speaker 1: They get me all the time, Jess.
39:34
Speaker 4: Yeah, the ones of the discount code always.
39:36
Speaker 1: They're like, hey, we saw you left something in your cart,
39:38
Speaker 1: and I'm like, oh, that was really rude of me
39:39
Speaker 1: to let me go buy you post purchase follow ups
39:42
Speaker 1: to thank customers for engaging with your business and like
39:45
Speaker 1: suggested related products or asking for feedback. Re Engagement emails
39:50
Speaker 1: are also a really good way for reconnecting with inactive
39:53
Speaker 1: subscribers through exclusive offers or fresh content, and each type
39:57
Speaker 1: of email plays a role in strengthening your relationship with
40:00
Speaker 1: your audience and then guiding them along the journey boosting
40:03
Speaker 1: their lifetime sales value.
40:05
Speaker 4: To you, that all sounds really good, and I know
40:08
Speaker 4: we still have so much more than we can talk
40:09
Speaker 4: about it.
40:10
Speaker 1: I know I can go on and on. It's like
40:12
Speaker 1: one of those things that I didn't know what I
40:14
Speaker 1: didn't know, and now I know I need you guys
40:16
Speaker 1: all to know too.
40:17
Speaker 4: Absolutely, So I feel like maybe we pause things right
40:21
Speaker 4: here and then we come back with a part two
40:23
Speaker 4: next month.
40:24
Speaker 1: Another deep dive. I'm very excited about it. So focusing
40:27
Speaker 1: on getting those brand foundations in order and starting with
40:30
Speaker 1: getting the owned under control is I would say the
40:33
Speaker 1: best first step before trying to tackle rented, earned and
40:36
Speaker 1: paid strategies, which I'll get on to next time, but
40:40
Speaker 1: reiterating from my perspective, owned is the most important, and
40:44
Speaker 1: it's all about building that strong base and taking it
40:46
Speaker 1: one step at a time so that you don't end
40:48
Speaker 1: up overwhelmed, which, just as we know, can be really
40:51
Speaker 1: really easy.
40:52
Speaker 4: Yeah, I'm going to overcome my overwhelm and I'm going
40:54
Speaker 4: to get my website done. I'm feeling inspired.
40:56
Speaker 1: Done is better than perfect, Jess, just get it done.
40:59
Speaker 1: It's super easy and basically I'm an expert, so like,
41:02
Speaker 1: call me like I think squat space is about timing
41:04
Speaker 1: as like an industry experts, be like, oh, victory of
41:07
Speaker 1: Vine website builder of the Year ten out of ten,
41:09
Speaker 1: perfect before we go. I think everybody knows about the
41:12
Speaker 1: She's on the Money Facebook group, but did you know
41:15
Speaker 1: that we also have a Business Bible community full of
41:17
Speaker 1: side hustlers and startups just like you. In it, our
41:20
Speaker 1: community shares heaps of tips and tricks around all things
41:23
Speaker 1: starting and growing your business. It's like having your own
41:26
Speaker 1: squad of business FESTI is cheering you on every single
41:29
Speaker 1: step of the way. So to join us, just search
41:31
Speaker 1: Business Bible on Facebook and we cannot wait to welcome
41:34
Speaker 1: you to the Business Bible fam.
41:36
Speaker 4: See you next month.
41:36
Speaker 5: Guys, did buy shared on She's on the Money is
41:45
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41:47
Speaker 1: Your individual circumstances. She's on the Money exists purely for
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41:54
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42:01
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