Latest / She's On The Money / Marketing 101 (Part 2)

Transcript

Marketing 101 (Part 2) · She's On The Money

0:00
Speaker 1: Hello, my name's Santasha Nabananga Bamblet. I'm a proud yor
0:04
Speaker 1: the Order KERNI Whoalbury and a waddery woman. And before
0:08
Speaker 1: we get started on She's on the Money podcast, I
0:11
Speaker 1: would like to acknowledge the traditional custodians of the land
0:14
Speaker 1: of which this podcast is recorded on a wondery country,
0:18
Speaker 1: acknowledging the elders, the ancestors and the next generation coming
0:22
Speaker 1: through as this podcast is about connecting, empowering, knowledge sharing
0:27
Speaker 1: and the storytelling of you to make a difference for
0:30
Speaker 1: today and lasting impactful tomorrow.
0:33
Speaker 2: Let's get into it.
0:34
Speaker 3: She's on the Money, She's on the Money.
0:57
Speaker 2: Hello, and welcome to She's on the Money. But Gus,
1:00
Speaker 2: that helps you build a business that thrives. Yes, we're
1:03
Speaker 2: back for another Business Bible episode, and I am Victoria Devine,
1:07
Speaker 2: an ex financial advisor who has a background in psychology
1:10
Speaker 2: and I currently run several successful businesses. As always, I
1:13
Speaker 2: am joined by my beautiful co host and friend who
1:16
Speaker 2: is one of the hardest working side hustles I know,
1:19
Speaker 2: Miss just Griacy. Welcome back.
1:21
Speaker 4: I'm so excited. I've been waiting for this episode because
1:24
Speaker 4: I feel like we did part one, and everyone's like,
1:26
Speaker 4: where's part two today?
1:27
Speaker 2: Today? Only do one Business Bible episode a month. We
1:31
Speaker 2: are doing the best that we can. But welcome to
1:33
Speaker 2: Part two of Marketing one oh one. This topic, it's juicy.
1:37
Speaker 2: I love talking marketing in this team. We had to
1:40
Speaker 2: split it into two episodes because it was so juicy.
1:43
Speaker 2: So if you missed part one, don't worry. I will
1:45
Speaker 2: obviously have you covered. I will link it in the
1:47
Speaker 2: show notes. In the first episode, Jess and I we
1:50
Speaker 2: laid down the foundations of our marketing strategy. We dove
1:53
Speaker 2: really deep into the importance of branding and how to
1:56
Speaker 2: define your brand identity and then really lock in your
1:59
Speaker 2: US or your unique selling position, which is the thing
2:03
Speaker 2: that is going to make you stand out from the crowd.
2:05
Speaker 2: Then we got into what's called owned media. We chatted
2:08
Speaker 2: about your website, your email list, all the stuff that
2:11
Speaker 2: you control completely. It's the foundation of your marketing arguably
2:15
Speaker 2: the most important part where you're not actually playing by
2:18
Speaker 2: somebody else's rules, but you are speaking directly to your
2:22
Speaker 2: audience and building a real connection. So if you didn't
2:24
Speaker 2: listen to that, I think you should, because to me,
2:28
Speaker 2: that's the thing to absolutely nail. But today we're going
2:32
Speaker 2: to talk about some stuff that you can have a
2:33
Speaker 2: bit more fun with, Like you want to nail the
2:35
Speaker 2: first part, and we all want to nail socials, right
2:38
Speaker 2: and absolutely Jess is really good at social so we've
2:40
Speaker 2: got tips and tricks from her, but those things should
2:44
Speaker 2: come as kind of like the base.
2:45
Speaker 4: Right Jess, Yeah, definitely, I will link that episode in
2:47
Speaker 4: the show notes. If you haven't listened to it already,
2:49
Speaker 4: definitely go back and give it a crack. But we've
2:51
Speaker 4: laid down the branding and owned media foundations, and it
2:54
Speaker 4: feels like the next logical step is to chat about socials, which,
2:58
Speaker 4: to use the metaphor that we were talking about, it's
3:00
Speaker 4: a rented episode, it's a rented category, right, Yeah.
3:03
Speaker 2: Absolutely, it is time to get your socials sorted. Maybe
3:06
Speaker 2: this is the kickup the butt that I need to
3:08
Speaker 2: get back into creating tiktoks and back into you know,
3:11
Speaker 2: putting my face everywhere. I know that sounds really lame,
3:15
Speaker 2: but Jess, you and I both know deeply that the
3:18
Speaker 2: type of social media that converts is the type of
3:20
Speaker 2: social media that feels personal. I have fallen off the
3:24
Speaker 2: bandwagon personally, so I feel like, this episode is for
3:27
Speaker 2: me as much as it is for our community. So
3:29
Speaker 2: hopefully by the end both of us can get our
3:32
Speaker 2: stuff together. So I am with you. I call this
3:35
Speaker 2: the rented space because while it is a really good
3:39
Speaker 2: tool for building visibility and engaging with your audience, you
3:42
Speaker 2: don't actually own Facebook, or you don't own Instagram, or
3:45
Speaker 2: you don't own TikTok, and this means that you're kind
3:47
Speaker 2: of always at the mercy of the algorithm changes or
3:52
Speaker 2: like if there are a platform updates or even jess,
3:55
Speaker 2: which can be really scary, you could be at the
3:57
Speaker 2: risk of having your account suspended or hacked. Like if
4:01
Speaker 2: too many people report your content, even if it is
4:03
Speaker 2: really great content, Facebook might be like, well that accounts
4:06
Speaker 2: too much issue, just suspend it. Yeah, what a nightmare.
4:09
Speaker 2: And relying solely on social media for your marketing, I
4:12
Speaker 2: would say in this day and age, relatively risky because
4:16
Speaker 2: what works today might actually completely disappear tomorrow. However, that said,
4:22
Speaker 2: I would say it's a very critical, very important part
4:25
Speaker 2: of your overall strategy. Because socials can be completely free.
4:29
Speaker 2: It enables you to reach a really broad audience. You
4:31
Speaker 2: can kind of give your audience an insight into your
4:34
Speaker 2: brand's personality, and you're able to drive a heap of
4:36
Speaker 2: traffic to your owned channels like your website or your
4:40
Speaker 2: email list, and you can consistently be working on going Hey, Jess,
4:43
Speaker 2: so I see you. We're on TikTok together, sign up
4:47
Speaker 2: for my newsletter.
4:47
Speaker 4: Yeah.
4:48
Speaker 2: So I think that that's a really powerful connection there.
4:51
Speaker 2: And the key is just I feel like I'm telling
4:53
Speaker 2: you stuff you already know, but it's to use social
4:55
Speaker 2: media as a way to build relationships and drive people
4:58
Speaker 2: back to those spaces that you completely own. So at
5:02
Speaker 2: the start, I know it's really tempting to jump on
5:04
Speaker 2: every single social media platform. I mean I did. That's
5:07
Speaker 2: why I own every single social media handle, every single platform.
5:10
Speaker 2: I'm like, well, if we're going to go all out
5:12
Speaker 2: with this, she's on the money. Think she's on the money. Twitter,
5:14
Speaker 2: she's on the money, TikTok, she's on the money. Back
5:17
Speaker 2: in the day, musically, I was across it. But you
5:20
Speaker 2: know what, I might have had the platform, but does
5:22
Speaker 2: that mean I used it. Absolutely not, So I would
5:25
Speaker 2: say right now in the while, it's super tempting to
5:28
Speaker 2: get across all socials because, like Jess, as we said before,
5:31
Speaker 2: free money win. In my opinion, it is a one
5:35
Speaker 2: way ticket being overwhelmed, and at the end of the day,
5:38
Speaker 2: like focusing on one thing and doing it really bloody
5:41
Speaker 2: well is so much more powerful than doing it across
5:44
Speaker 2: a whole heap of platforms not so well. Yeah, so, Jess,
5:47
Speaker 2: let's talk about how we can avoid this when it
5:49
Speaker 2: comes to social media. I said before, it's best to
5:53
Speaker 2: start with one and do it well. How would you
5:55
Speaker 2: pick which one's good for you?
5:57
Speaker 4: I think it's going to depend a little bit on
5:59
Speaker 4: what type of business that you have, and it's also
6:01
Speaker 4: probably going to depend a little bit on who or
6:04
Speaker 4: what is in your team and what you want to achieve.
6:06
Speaker 4: So different platforms are great for different reasons. I think
6:08
Speaker 4: that we love TikTok because reach is really vast. On
6:13
Speaker 4: Tipto a lot more organic, it's a lot more organic,
6:16
Speaker 4: and there seems to be a lot more predisposition to virality.
6:20
Speaker 4: The tricky thing is is it can be hard to
6:21
Speaker 4: figure out what will work and what won't, and to
6:24
Speaker 4: test and test again you have to do a lot
6:25
Speaker 4: of a B testing and often it'll be the most
6:28
Speaker 4: low fire content that does well. I think that you
6:30
Speaker 4: least expect the tall five seconds to make reaches four
6:34
Speaker 4: million people and you're like, how did that happen?
6:36
Speaker 2: Me trying to show you guys how to open a lettuce? Yeah, exactly.
6:41
Speaker 4: But it's stuff like that, and I think TikTok is
6:43
Speaker 4: really great for showing brand personality, showing behind the scenes content.
6:47
Speaker 4: I think we've spoken before two companies that we just
6:50
Speaker 4: love consuming their content. We love Duo Lingo, we love
6:54
Speaker 4: the Jazz Handmade.
6:55
Speaker 2: Girls, Oh my gosh, they're iconic.
6:57
Speaker 4: The Remi brand girls as well. I feel like they
6:59
Speaker 4: do an awesome job of taking you behind the scenes,
7:01
Speaker 4: and they do that really well on TikTok.
7:03
Speaker 2: Yeah, one hundred percent. I feel like I'm obsessed with
7:05
Speaker 2: the Jazz had Made content. They're so fun.
7:09
Speaker 4: Instagram you can share that same sort of content, and
7:11
Speaker 4: it's really fun for real time content because obviously you
7:13
Speaker 4: have the stories features, So when we travel, you'll often
7:16
Speaker 4: see you know that she's on the money. Instagram stories
7:18
Speaker 4: will be popping off because we're keeping you updated in
7:21
Speaker 4: real time. But I think it's really reflecting on what
7:23
Speaker 4: you want to achieve and assessing what those platforms offer
7:27
Speaker 4: and how that could align to your social media strategy.
7:29
Speaker 2: One hundred percent. And I mean there can be like
7:31
Speaker 2: a two birds, one stone moment. So a lot of
7:34
Speaker 2: the time, if I'm filming a video for TikTok, I
7:37
Speaker 2: will also replicate that and post it on Instagram because
7:40
Speaker 2: it is wild. How if I post something on TikTok,
7:43
Speaker 2: you know, I might get five hundred views, and I'll
7:45
Speaker 2: be like, oh, that is not going as well as
7:48
Speaker 2: I thought it would. And a very good example obviously
7:51
Speaker 2: not about brand, but like I posted a video of
7:54
Speaker 2: my baby bump when I was pregnant on TikTok, got
7:58
Speaker 2: like three views. I posted it on Instagram and it
8:01
Speaker 2: got millions and it is still getting views today. Don't
8:04
Speaker 2: know why the algorithm has picked it up, but the
8:07
Speaker 2: algorithm on TikTok clearly didn't like it. Yeah, So sometimes
8:11
Speaker 2: it's not your content, And I think that that's a
8:13
Speaker 2: really good lesson in just not taking it personally either,
8:16
Speaker 2: Like if your content isn't performing, you just need to
8:19
Speaker 2: get back up and do more content the next day.
8:22
Speaker 2: Like sometimes you just need to try and try again,
8:25
Speaker 2: as opposed to going like oh my god, that's so embarrassing,
8:28
Speaker 2: like my video got no views. Yeah, sometimes you're just
8:31
Speaker 2: a victim of the algorithm and that's okay. Yeah, And
8:33
Speaker 2: I think that the hardest part, And like I suffer
8:37
Speaker 2: from this a lot at the moment, the team aren't
8:39
Speaker 2: at my neck at the moment being like there you
8:41
Speaker 2: need to do more content, Like we need more face
8:43
Speaker 2: to camera pieces of video. It's a lot about confidence
8:47
Speaker 2: and feeling like, oh my god, like I don't know
8:49
Speaker 2: if I want to put my face to the brand,
8:52
Speaker 2: Like this is so awkward. I've never spoken on camera before.
8:55
Speaker 2: You can practice, You can take a whole heap of
8:57
Speaker 2: videos and not post them, like you can play with
8:59
Speaker 2: it and see how you go. I think it's about
9:01
Speaker 2: just getting out there and having a crack at it,
9:03
Speaker 2: because at the end of the day, content is challenging
9:07
Speaker 2: because there's such a higher level of expectation nowadays of
9:12
Speaker 2: the style of content. But like Jess, one of the
9:15
Speaker 2: tips I've got now that you and I are both
9:17
Speaker 2: really good at batching. What is batching?
9:19
Speaker 4: So batching is filming your content in bulk. And so
9:22
Speaker 4: I guess sometimes when we think about the content that
9:25
Speaker 4: we're filming or that we're consuming day to day, it
9:27
Speaker 4: might seem like it's all being captured that moment and
9:30
Speaker 4: we're sitting at the airport or we're sitting in the office,
9:32
Speaker 4: we film something and there's such and absolutely like that
9:36
Speaker 4: is a valid way working, and sometimes we do it.
9:38
Speaker 4: That batching is really great because what you're doing is
9:41
Speaker 4: you're generally coming in with a plan. So maybe you've
9:43
Speaker 4: got six videos that you want to film, and you
9:46
Speaker 4: know it allows you to make the most of your time.
9:48
Speaker 4: So you might go, Okay, I've got these six videos.
9:51
Speaker 4: I know exactly what I want to touch on in
9:53
Speaker 4: all of them, and so I'm going to film them
9:55
Speaker 4: back to back. I'm going to lead into one another,
9:58
Speaker 4: so I might, you know, do a three part series
10:00
Speaker 4: and I film them all at the same time, in
10:02
Speaker 4: the same outfit, in the same spot. It's really easy,
10:04
Speaker 4: and then I edit it down into three separate videos
10:07
Speaker 4: or something like that. So you're batching it up all
10:09
Speaker 4: at once. If you're someone who like me, has a
10:11
Speaker 4: nine to five, maybe a bulk filming on the weekend
10:13
Speaker 4: and you said it, decided a day to do it,
10:15
Speaker 4: or if you're a business maybe you have a dedicated
10:17
Speaker 4: day where you know you're turning up with hair and makeup,
10:19
Speaker 4: because that makes you feel common.
10:20
Speaker 2: Gosh, if I have my hair and makeup animal, it's like,
10:22
Speaker 2: is there anything else you wanted filmed? Because like I'm
10:24
Speaker 2: looking and feeling my best right now exactly.
10:27
Speaker 4: So it's about like finding a time where you're in
10:29
Speaker 4: the mood, in the zone, because I do think you
10:31
Speaker 4: kind of have to be in the right headspace to
10:33
Speaker 4: be creative content due and I feel like that's such
10:35
Speaker 4: a big part that people don't talk about, Like the
10:38
Speaker 4: head space to film pieces of content is actually a
10:42
Speaker 4: really real conundrum.
10:44
Speaker 1: Yeah.
10:44
Speaker 4: And then you're capitalizing on that energy that you've got
10:46
Speaker 4: and you're filming all of the things you want to
10:48
Speaker 4: film at once. Maybe you're filming five videos, maybe you're
10:50
Speaker 4: filming twenty videos whatever, and then you have content to
10:54
Speaker 4: feed out slowly. Yeah, And what that does is it
10:56
Speaker 4: means that you're not getting to the end of the
10:58
Speaker 4: day and going, oh god, I haven't filmed a TikTok
10:59
Speaker 4: I need to film TikTok to because I haven't.
11:01
Speaker 2: Been on the internet at all. Yeah, it's like what
11:03
Speaker 2: shees on the money does, right, So, like we do
11:05
Speaker 2: a hip of batch content, and that batch content sees
11:08
Speaker 2: us through the week, right, So like you might see
11:10
Speaker 2: a Monday video, Wednesday video, a Friday video from us,
11:14
Speaker 2: and that might have been planned, but any of the
11:16
Speaker 2: stuff in between that is us going, oh, we do
11:18
Speaker 2: have capacity. We'll jump on so that we get that
11:20
Speaker 2: balance of batching content and also feeling organic. But the
11:24
Speaker 2: pressure's taken off because if we get to Friday and
11:27
Speaker 2: we're like, oh my god, Jess, I've forgotten what's my
11:29
Speaker 2: unsolicited recommendation for the newsletter and we get completely sidetracked. Yeah,
11:33
Speaker 2: the social side of things is still ticking away, and
11:36
Speaker 2: it's totally okay if we fall off the bandwagon for
11:38
Speaker 2: a day because they't worry organically, we'll jump back on it.
11:41
Speaker 2: But there's never been a blip for our consumers, right Yeah.
11:45
Speaker 2: So what I do is get comfortable on one platform
11:47
Speaker 2: and then you can start expanding to other platforms. And
11:50
Speaker 2: a great way to doing this is repurposing content, which
11:53
Speaker 2: I touched on just before, but there are literal platforms
11:56
Speaker 2: that you can use so repurpose It is a website
12:00
Speaker 2: that you can use that you link all your socials
12:03
Speaker 2: up and it will repurpose the content for you, so
12:06
Speaker 2: you don't even have to, you know, manually go on
12:08
Speaker 2: and download your TikTok video, remove the watermark, upload it
12:11
Speaker 2: to Instagram Stories, ride a caption. It will actually in
12:14
Speaker 2: the background. Just do that for you and push it
12:17
Speaker 2: to multiple channels. So one video that you film, let's,
12:21
Speaker 2: for example, say for TikTok, you wouldn't upload to TikTok.
12:24
Speaker 2: You'd upload to this platform and it would push to
12:27
Speaker 2: YouTube shorts, it would push to Facebook videos, it would
12:31
Speaker 2: push to Instagram, it would push to your TikTok, it
12:33
Speaker 2: would also push to like LinkedIn short videos, and you've
12:37
Speaker 2: got that one video going to multiple different platforms, and
12:42
Speaker 2: by doing that, you would set rules for that platform.
12:45
Speaker 2: So I don't love a hashtag because hashtags recently have
12:49
Speaker 2: become pushed down by the algorithm, so people who use
12:52
Speaker 2: hashtags on Instagram don't get as many views as people
12:56
Speaker 2: who don't write. So for me, I go right, no
12:59
Speaker 2: has tags on Instagram, But on TikTok. TikTok is now
13:03
Speaker 2: being used more as a search engine, so using hashtags
13:06
Speaker 2: is actually really helpful on that platform. So you can
13:08
Speaker 2: pre code it so that it will add particular hashtags
13:12
Speaker 2: if you use a certain video or whatever. Anyway, it
13:14
Speaker 2: does a lot of the hard work for you.
13:16
Speaker 4: Yeah, incredible. And what about paying to appr on social media?
13:20
Speaker 2: This takes us to the paid category. I think that's
13:23
Speaker 2: a good place to go because I could go on
13:25
Speaker 2: and on about repurposing content jests. But paid ads on
13:28
Speaker 2: social media, like on Facebook or Instagram, you've probably sent
13:31
Speaker 2: them a million times. You as a business owner have
13:33
Speaker 2: probably thought about them as well. But they're your way
13:35
Speaker 2: to show your content to a bigger but more targeted audience.
13:39
Speaker 2: So they're really good for getting your product or service
13:42
Speaker 2: in front of the right people. If you know, maybe
13:46
Speaker 2: those people haven't followed you on Instagram or maybe don't
13:48
Speaker 2: even know about you yet, but you can target the
13:51
Speaker 2: right people based on their age, or their location, or
13:54
Speaker 2: their interests, or even their behavior like whether they've visited
13:57
Speaker 2: your website before. So, say Jess, I own and a
14:00
Speaker 2: clothing shop and you were looking at a top of mine.
14:03
Speaker 2: Then you were smart because you listened to Sheese on
14:05
Speaker 2: the Money and you're like, I'm gonna put twenty four
14:07
Speaker 2: hours between me and my spending. I as the owner
14:10
Speaker 2: of that shop, just I really want you to buy
14:12
Speaker 2: my top. I know that you're putting twenty four hours
14:14
Speaker 2: between you and you're spending, but I hope at the
14:15
Speaker 2: end of that twenty four hours you come back. What
14:18
Speaker 2: I'm going to do is retarget you. So I know
14:21
Speaker 2: that you, Jess, as an individual, have visited my website before,
14:24
Speaker 2: so I'm going to send you an AD specifically that says, hey,
14:28
Speaker 2: saw you were browsing on our website. If you want
14:31
Speaker 2: to come back for something special, here's ten percent off
14:33
Speaker 2: to get you to come back to my website, which
14:35
Speaker 2: is really handy and actually honestly low key smart. But
14:40
Speaker 2: also if you're not a business owner and you're listening
14:42
Speaker 2: to this part as a marketing trap, but also as
14:46
Speaker 2: a business owner, that's a very smart way to remind
14:49
Speaker 2: the audience that you are marketing to that you still
14:52
Speaker 2: really want our product, yess, And like it's finding the
14:55
Speaker 2: fine line. So for example, like I always use the
14:58
Speaker 2: candle business right, so you could target people who follow
15:01
Speaker 2: home to court accounts or who have recently searched up
15:03
Speaker 2: like home fragrances as well, so they don't necessarily have
15:06
Speaker 2: to have been to your website. But Google ads are
15:09
Speaker 2: a little bit different to like Facebook or Instagram ads.
15:13
Speaker 2: These are kind of like ads that sit at the
15:16
Speaker 2: top of your Google search. So if you were searching
15:19
Speaker 2: something specific, like you've jumped online and you're like, I
15:22
Speaker 2: really want to know best local candle. Maybe you're looking
15:24
Speaker 2: for a digital marketing tool and you've typed in most
15:26
Speaker 2: affordable digital marketing tool. For example, Google ads is actually
15:30
Speaker 2: going to help your business to appear first when people
15:34
Speaker 2: are searching for something similar to what you are offering.
15:38
Speaker 2: It's like putting your business in front of people when
15:40
Speaker 2: they're already like at the store, ready to buy. It's
15:43
Speaker 2: like putting it at eye level. Yeah. Like, there's a
15:45
Speaker 2: lot of research that says the most profitable sections of
15:48
Speaker 2: the supermarket are the ones that are about four and
15:50
Speaker 2: a half feet Why because people can see that easily.
15:55
Speaker 2: I don't have to bend down to the bottom shelf.
15:56
Speaker 2: It's why home brands always on the bottom shelf.
15:58
Speaker 4: A really good example of this is, you guys, know,
16:01
Speaker 4: we love Marley Spoon and this team. We work them
16:03
Speaker 4: all the time. But did you know if you plug
16:04
Speaker 4: Marley Spoon into Google, the first thing that shows up
16:07
Speaker 4: right at the top hollofresh.
16:09
Speaker 2: Isn't that so cheeky?
16:11
Speaker 4: You know that that's because their marketing team has gone Okay, well,
16:13
Speaker 4: we know that people are looking for Marley Spoon. We
16:15
Speaker 4: know that they're one of our biggest competitors.
16:17
Speaker 2: We know that I don't want Hollofresh, I want my
16:20
Speaker 2: Marley Spoon.
16:20
Speaker 4: Correct, But they've gone, you know what we'll do. We'll
16:23
Speaker 4: make ourselves the first link. The reason I know this
16:25
Speaker 4: because it happened to me. I googled Marley Spoon to
16:27
Speaker 4: like into the web. Yeah, it's the first link with
16:30
Speaker 4: that and look at.
16:30
Speaker 2: Like, how did I end up here?
16:32
Speaker 1: What?
16:33
Speaker 2: Yeah? So it's that's so cheeky, but it's so true.
16:36
Speaker 2: And I'm not saying, go dog all your competitors, but like,
16:40
Speaker 2: let's be smart because your competitors, if you sell lip glosses,
16:44
Speaker 2: are probably buying that space. Yeah, so make sure that
16:48
Speaker 2: you are at least considering what that looks like, because
16:51
Speaker 2: if you're really niche, like you are maybe going to
16:54
Speaker 2: have a really niche clientele. And I want to make
16:57
Speaker 2: sure that I'm the first person they think of completely.
16:59
Speaker 2: I do prefer Malee Spoon soon. So all of this
17:02
Speaker 2: could be a little bit confusing just because you're like,
17:04
Speaker 2: oh my gosh, you've just talked about Facebook ads and
17:06
Speaker 2: Instagram ads and Google ads, and it can feel really
17:09
Speaker 2: all consuming and overwhelming, But do you know what, Google
17:12
Speaker 2: actually wants you to place ads because obviously that generates
17:15
Speaker 2: them revenue, so they've made it as easy as possible.
17:18
Speaker 2: They have whole libraries of videos online that take you
17:21
Speaker 2: through how to do this, how to do it well,
17:23
Speaker 2: and they actually offer free access to Google ad experts
17:26
Speaker 2: if you're on a really type budget, which I think
17:28
Speaker 2: is really cute. Yeah, like they're here to sport small
17:30
Speaker 2: businesses which not paid by Google to share that. But
17:33
Speaker 2: I think it's really important that often if you're consuming
17:37
Speaker 2: content like mine, like you're going, oh, I really want
17:39
Speaker 2: to listen to this Business Bible episode because like I
17:41
Speaker 2: need to be better at marketing and I'm literally no cash. Yes,
17:45
Speaker 2: you can be like, oh my god, we talked about ads.
17:47
Speaker 2: I don't have ad budget. Do you know what you
17:49
Speaker 2: do have though? Time? And do you know what you
17:51
Speaker 2: can do with your time? Learn about what this might
17:54
Speaker 2: look like so that you can either do really low
17:56
Speaker 2: cost things or you're ready when you do have budget.
17:58
Speaker 2: So I think it's important to do your research. But
18:01
Speaker 2: if you are going down the route of paying for
18:04
Speaker 2: traffic to visit your website, I think it's so important
18:08
Speaker 2: to make sure that your website is optimized for conversion
18:11
Speaker 2: before we start. Like, I have recently finished writing my book,
18:15
Speaker 2: The Business Bible, which is out truly right now. But
18:19
Speaker 2: I finished writing this book and I got to interview
18:23
Speaker 2: my beautiful friend Angela Sobrano, who is the founder and
18:26
Speaker 2: CEO of Flourish PR. And all throughout that book, I've
18:30
Speaker 2: weaved founder stories because I think it's so important to
18:33
Speaker 2: give real context and real examples. Anyway, when I was
18:37
Speaker 2: interviewing her, she told me this beautiful story about like
18:39
Speaker 2: clients that come to her and they're like, I really
18:41
Speaker 2: want to work with Flourish because they have a really
18:43
Speaker 2: good reputation, right, And She's like, yes, I see, you
18:48
Speaker 2: want us to do PR, and PR is essentially putting
18:51
Speaker 2: your brand somewhere so people come back to convert. But
18:54
Speaker 2: your website, my friend, it is trash. And I do
18:58
Speaker 2: not want to give you all of these Yeah. I
19:00
Speaker 2: could get you on the news, I could put you
19:02
Speaker 2: on the front page of the Age. I could do
19:04
Speaker 2: so much stuff. I could have Jess I could cheat
19:06
Speaker 2: talking about you on her Instagram. If then your website
19:10
Speaker 2: is trash when they go to that website, they're gonna
19:12
Speaker 2: be like, Oh, this is not what I thought it
19:15
Speaker 2: was going to be, Jessa, this was the most amazing
19:18
Speaker 2: lip gloss company. Their website is so hard to use.
19:21
Speaker 2: I don't even know how to look at their products. Also,
19:24
Speaker 2: they don't even have a newsletter, Like, I can't sign
19:27
Speaker 2: up to stay in touch. Like, people are going to
19:29
Speaker 2: go to your website and leave it in point two seconds.
19:32
Speaker 2: So making sure that your website is optimized for conversion
19:35
Speaker 2: is so important. So making sure your site is easy
19:39
Speaker 2: to navigate, Like does it load too slowly? Girl? If
19:42
Speaker 2: it loads too slowly, I'm out. Does it look good
19:45
Speaker 2: on a phone as well as a desktop.
19:47
Speaker 4: That's a big one.
19:47
Speaker 2: Because if you're going to go to a website right like,
19:50
Speaker 2: and this is just from a business owner's perspective, If
19:54
Speaker 2: I'm building my website, Jess, I'm doing it on my desktop.
19:57
Speaker 2: I have carved out business time. I'm sitting at my desktop,
20:00
Speaker 2: I have my two spaceship screens, and I am in
20:04
Speaker 2: the background clicking and dragging things around making it look beautiful.
20:07
Speaker 2: I'm not designing that website on my mobile. It is
20:10
Speaker 2: so easy to forget that most consumers are going to
20:13
Speaker 2: visit your website for the first time on a mobile device.
20:16
Speaker 4: Well, especially if I get an AD on my Facebook,
20:18
Speaker 4: on my Instagram, I'm just going to click the link
20:20
Speaker 4: one hundred my phone.
20:21
Speaker 2: We are all social first, and we have this phone
20:23
Speaker 2: in our pocket, So making sure that your website is
20:26
Speaker 2: optimized for mobile is essential. Like, think about it, just
20:30
Speaker 2: is there any point in you paying to get people
20:32
Speaker 2: to visit your site if it's not turned on and
20:34
Speaker 2: you can't turn those visitors into customers.
20:36
Speaker 4: It seems like you're throwing money away. It's so silly.
20:39
Speaker 4: But what about if people don't have budget for ads,
20:41
Speaker 4: Like if they're like me and it's just a little
20:43
Speaker 4: small business and you just genuinely don't have to.
20:45
Speaker 2: Say are so optional? I mean, I'm talking about it
20:47
Speaker 2: because it's important for you to understand, but you do
20:50
Speaker 2: not need to use ads. I would say that they
20:52
Speaker 2: are an optional extra. They can work really well if
20:56
Speaker 2: you've got a solid strategy, But from my perspective, it's
20:58
Speaker 2: all about timing. And this is a really good example.
21:01
Speaker 2: Just remember the time we hired that Facebook ads quote specialist. Yeah,
21:07
Speaker 2: didn't go well for us, And like this is just
21:09
Speaker 2: a learning for you guys, because we weren't ready. Yeah,
21:12
Speaker 2: and not only were we not ready, the ads company
21:15
Speaker 2: was definitely taking us for a arraje and they were like, yeap,
21:18
Speaker 2: we can run ads, we can do this, we can
21:20
Speaker 2: do that. But they didn't help us set up any
21:21
Speaker 2: framework at all. Like there's so much wrong with that situation.
21:25
Speaker 2: But it's definitely all about timing. So if you're still
21:28
Speaker 2: figuring out your audience or you're refining your message, my friend,
21:31
Speaker 2: paid ads are not for you, do not waste your money.
21:34
Speaker 2: But once you've really dialed those things in, maybe once
21:37
Speaker 2: you've solidified a social strategy you are posting consistently on
21:41
Speaker 2: Instagram and on TikTok, you know you've found a whole
21:43
Speaker 2: heap of content that if people found your ads and
21:46
Speaker 2: they were looking for more social proof, they could go
21:48
Speaker 2: back to your content and consume all of the free stuff.
21:51
Speaker 2: Once you're dialed into those things, maybe ads can be
21:53
Speaker 2: a fantastic way to amplify what's already working.
21:56
Speaker 4: That's a really good point, and I mean to that end,
21:59
Speaker 4: you build chees on the money with one example, I
22:03
Speaker 4: mean that was when we started.
22:04
Speaker 2: That was when we started to get a little bit
22:06
Speaker 2: of money in the door and I'm like, yes, we
22:08
Speaker 2: really need to reinvest in the business. Yeah, one out
22:10
Speaker 2: of ten.
22:11
Speaker 4: Let's go to a really quick break, and when we
22:12
Speaker 4: come back, I want to pick your brain about ways
22:14
Speaker 4: that businesses can get noticed without having to pay any
22:17
Speaker 4: money at all for visibility. All right, Jess, we are back,
22:23
Speaker 4: and before the break, you said veg, I want to
22:25
Speaker 4: focus on how we can get some visibility without having
22:27
Speaker 4: to pay for it. And I think that's why we're
22:28
Speaker 4: all here, right, like, we all want to know how
22:31
Speaker 4: to get more.
22:31
Speaker 2: For literally free. And I think I would start by
22:35
Speaker 2: recommending that you focus on the earned category, which we
22:38
Speaker 2: haven't spoken about a lot right now, But the earned
22:41
Speaker 2: category is things like word of mouth on a larger scale,
22:45
Speaker 2: those moments where your customers or influencers or even like
22:49
Speaker 2: the press are actually talking about your brand without you
22:52
Speaker 2: having to pay a cent for it. So think about
22:55
Speaker 2: like reviews, think about shout outs, think about her or
23:00
Speaker 2: even like viral user generated content. It's not actually about advertising.
23:05
Speaker 2: It's a third party endorsement, which carries so much weight.
23:10
Speaker 1: Jess.
23:10
Speaker 2: You know I'm a bit of a stat scale. You
23:12
Speaker 2: love a stat I love a statistic. Ninety three percent
23:16
Speaker 2: of consumers consult the customer reviews section and recommendations before buying.
23:22
Speaker 2: I'd believe it.
23:22
Speaker 4: I wouldn't buy a single thing without reading a review.
23:24
Speaker 4: Never in my life, really never in my life. I
23:26
Speaker 4: don't know if it's good, I'm putting my money down.
23:29
Speaker 2: I'm exactly the same. And this is so funny mesh key.
23:33
Speaker 2: I have recently discovered meshke again.
23:35
Speaker 4: I feel like they're dresses.
23:36
Speaker 2: See. I used to adore their dresses, and then for
23:39
Speaker 2: some reason, I forgot that they existed. And then I've
23:41
Speaker 2: had a whole heap of events recently. So I've been
23:43
Speaker 2: buying dresses on mesh key, and I rediscovered them because
23:47
Speaker 2: of word of mouth, user generated content. I saw some
23:51
Speaker 2: really nice dresses on some girls that I already followed,
23:53
Speaker 2: and I was like, girl, where's I dress from? Clicked
23:56
Speaker 2: on it? Do you know what? Then I did? I
23:57
Speaker 2: was looking at the reviews on their website and scroll
24:00
Speaker 2: through and just like getting that social validation of like, yes,
24:03
Speaker 2: I'm glad that bridget one oh one thinks that this
24:05
Speaker 2: dress is very well fitting and oh yes it is
24:08
Speaker 2: true to size. Like why was I so validated by
24:11
Speaker 2: that content? Just I already knew I wanted to a dress.
24:13
Speaker 2: I saw it on that girl on Instagram. Yeah, but
24:16
Speaker 2: like this really pushed me, I suppose over the edge,
24:19
Speaker 2: and I feel like someone somewhere is going to be like,
24:21
Speaker 2: oh my god, b that was me. That's exactly how
24:24
Speaker 2: I do it. But like, if you've got a customer
24:27
Speaker 2: review section on your website, I am consulting it. I
24:29
Speaker 2: want the random people's recommendations that I take as gospel
24:34
Speaker 2: bridget one to one thank you, thank you for your service.
24:37
Speaker 2: She loved it, so therefore I probably am going to
24:39
Speaker 2: as well. And we touched on this in part one,
24:42
Speaker 2: but that statistic really reinforces why it is so important
24:47
Speaker 2: to be asking people for reviews. So don't be shy
24:50
Speaker 2: about following up with happy customers. Like, clearly there's nothing
24:54
Speaker 2: ick about asking for a review. Hey, you love my business,
24:58
Speaker 2: can you tell someone about it? Other thing, which is
25:01
Speaker 2: user generated content, It's actually one of the easiest ways
25:05
Speaker 2: to build trust and boost engagement for your brand. So
25:08
Speaker 2: it's all those like photos and videos and then the
25:11
Speaker 2: reviews which we love and social posts that your customers
25:14
Speaker 2: create about your brand. Do you know what I think
25:16
Speaker 2: is unhinged, Jess when I go to a brand's Instagram
25:19
Speaker 2: page and I click tagged because I'm always clicking tagged.
25:22
Speaker 2: I know you do the same thing absolutely, and they
25:25
Speaker 2: don't have any tagged photos because they've like blocked it.
25:27
Speaker 2: That is insane to me, right, that's like free marketing,
25:31
Speaker 2: And you're like, no, this is such a big brand.
25:32
Speaker 2: They've absolutely been tagged. But you can actually turn that
25:35
Speaker 2: feature on and off. So if I didn't want people
25:37
Speaker 2: tagging sheese on the money, I would just not let
25:39
Speaker 2: you tag. Yeah, but like social validation, Like, I don't
25:43
Speaker 2: understand why any brand would not want their brand tagged
25:47
Speaker 2: in user generated content. It is literally free. It's basically
25:51
Speaker 2: social posts that your customers are creating about how much
25:54
Speaker 2: they love the brand. Yeah, why would I buy a
25:56
Speaker 2: Meshki dress, post in my Meshki dress and hag the
26:00
Speaker 2: brand if I didn't think I looked fire in that
26:02
Speaker 2: dress totally? You know, like I want other people to
26:05
Speaker 2: see that.
26:05
Speaker 4: A little sidebar though, for small businesses and brands, don't
26:08
Speaker 4: take people's content and repost it without asking. That's a
26:11
Speaker 4: whole other conversation. I've had some flights recently, but just because.
26:14
Speaker 2: Do you remember when I had that fight it fine.
26:18
Speaker 2: Note you can absolutely message someone like Jess who may
26:21
Speaker 2: be posted and this is not Meshki. We're just talking about.
26:23
Speaker 2: It wasn't my loved dresses. But like, imagine if Jess
26:26
Speaker 2: posted in a beautiful dress and she was like, oh,
26:30
Speaker 2: yeah great, it's from this brand. You taking that and
26:33
Speaker 2: using as your advertising material, I'm sorry. You either need
26:36
Speaker 2: to pay or ask for that.
26:38
Speaker 4: Yeah, always ask commission, and some people were really happy
26:40
Speaker 4: for you to do that. But just keep that in
26:41
Speaker 4: mind because I know that that's something that, particularly for
26:43
Speaker 4: small business, a lot of us might not have thought about.
26:46
Speaker 4: And that's much more I think not acceptable, but I
26:48
Speaker 4: would understand it a lot more.
26:50
Speaker 2: I understand small business. The person that did it to me,
26:52
Speaker 2: So this is wild, and I think you guys will
26:54
Speaker 2: just mind it juicy. But I posted a picture of
26:58
Speaker 2: my baby, so, as you guys know, I don't actually
27:01
Speaker 2: share photos of my son's face online. So I didn't
27:04
Speaker 2: share his face, but I shared a picture of a
27:06
Speaker 2: baby item that I was using and loving as like
27:08
Speaker 2: kind of like a recommendation to all of my mum
27:11
Speaker 2: followers and whatnot. But I didn't tag the brand because
27:14
Speaker 2: I wasn't trying to you know, promote the brand. I
27:16
Speaker 2: was just sharing a mum to mum recommendation and the
27:19
Speaker 2: brand somehow saw it, they screenshot it, they put it
27:22
Speaker 2: in an AD, and then started sharing it. Boy did
27:25
Speaker 2: I hit the roof. I was not happy with that
27:29
Speaker 2: because one, I already don't share my child on socials.
27:32
Speaker 2: Don't get me wrong, but that's my space to moderate,
27:34
Speaker 2: not yours. You don't get to pick a piece of
27:37
Speaker 2: content that I shared about my child and then use
27:40
Speaker 2: it to gain income. Yeah. Absolutely not. Thankfully, it was
27:43
Speaker 2: a really big company, and I was like, I'm going
27:45
Speaker 2: to jump down your throat about this. I would have
27:47
Speaker 2: been very different if it was a small business, Like
27:50
Speaker 2: if someone had, you know, they thought it was really
27:52
Speaker 2: cool or something like different story, but they should have
27:54
Speaker 2: known better. Just a really good.
27:56
Speaker 4: FYI because, as you were saying, like having those uge
28:00
Speaker 4: videos is so invaluable. When I think about any of
28:02
Speaker 4: the purchases I've made in the last year, I would
28:04
Speaker 4: say like seventy five to eighty percent of them are
28:06
Speaker 4: things that I've seen people recommend on TikTok and it
28:08
Speaker 4: wasn't an AD, but they've just gone, look at these
28:10
Speaker 4: cute pajamas that KMA has oh something to that effect,
28:13
Speaker 4: and that is so invaluable. But if you are taking
28:17
Speaker 4: somebody's content without their permission, that is actually stealing, and.
28:20
Speaker 2: So that's not okay, absolutely not anyway, don't get yourself
28:24
Speaker 2: into trouble. But it is also important to see how
28:26
Speaker 2: that works. One way to get around that just is
28:29
Speaker 2: actually to create a custom hashtag, so like be seen
28:32
Speaker 2: in sheese on the money or something, and in your
28:35
Speaker 2: bio you could say use be seen in chese on
28:37
Speaker 2: the money to maybe have your post reposted by us
28:40
Speaker 2: or something. And that is going to give explicit consent
28:42
Speaker 2: because by them using that tag, it means they want
28:45
Speaker 2: their content is shared. Yes, exactly, so there are different
28:48
Speaker 2: ways about it. But anyway, the crux of this story
28:51
Speaker 2: and the reason sometimes small businesses accidentally steal content is
28:54
Speaker 2: because people trust real experiences from other users way more
28:59
Speaker 2: than polished ads. Seventy nine percent say it influences their
29:03
Speaker 2: decision to buy, which makes sense as to why you
29:05
Speaker 2: would want more of this on your feed. By showcasing
29:08
Speaker 2: YOUGC content on your channels, you're not just building credibility,
29:12
Speaker 2: you're actually fostering a community around your brand.
29:15
Speaker 4: And the first part is organic advocacy. Like UGC content,
29:19
Speaker 4: it's priceless. It's one thing to pay for ads. But
29:22
Speaker 4: I know for us, when people are out there talking
29:24
Speaker 4: about SES on the money just because they genuinely love
29:26
Speaker 4: the podcast.
29:27
Speaker 2: You're my favorite type of people by the way.
29:29
Speaker 4: Yeah, but it's something that money can't buy, and I
29:31
Speaker 4: think is a small business owner, it brings you a
29:32
Speaker 4: lot of joy to say that people are resonating with
29:35
Speaker 4: your content, that they're loving your content, whether they're commenting
29:38
Speaker 4: or something or tagging you in a post or a
29:40
Speaker 4: video or whatever. It's really I think validating and lovely
29:43
Speaker 4: as a business owner. Also, it does provide that social
29:47
Speaker 4: proof to others and allows you to reach more people
29:49
Speaker 4: because if I pose the video and my friends see it,
29:52
Speaker 4: they might do exactly what VD did with the Meshkey
29:54
Speaker 4: dress and go, oh, I love that dress. I'm then
29:57
Speaker 4: going to buy it.
29:58
Speaker 2: One hundred percent. I'm like screenshotting it. It's saving it
30:00
Speaker 2: on Instagram because I'm I can't wait for an event
30:02
Speaker 2: where I can wear this, like it's so important. And
30:05
Speaker 2: there's so many things that you can do to promote
30:08
Speaker 2: user generator content, So you could run contests or giveaways
30:11
Speaker 2: that actually ask your consumers to share photos or videos
30:14
Speaker 2: for a chance to win, like maybe a gift card
30:16
Speaker 2: to your store. So they already love your dresses, they're
30:19
Speaker 2: going to want more money to spend on your dresses, right,
30:21
Speaker 2: It's a fun way to boost engagement with them one
30:25
Speaker 2: on one, creating community, but also to create some more
30:28
Speaker 2: content so that you can use it and then post
30:31
Speaker 2: purchase emails, So we're going back to that stuff that
30:34
Speaker 2: you own, Jess. Post purchase emails are a really great
30:37
Speaker 2: way to encourage shares, like maybe with a tag or
30:40
Speaker 2: maybe even like an incentive to say, hey, like if
30:43
Speaker 2: you share a photo and tag us, we'll send you
30:45
Speaker 2: a code for ten percent off your next purchase. Like, yeah,
30:48
Speaker 2: there are so many things that you could do that
30:50
Speaker 2: really promote that, even a simple call to action in
30:53
Speaker 2: your packaging, like maybe there's like a little note or
30:56
Speaker 2: a QR code that prompts customers to share their unboxing moment.
31:00
Speaker 2: Like there's nothing I love more and I don't love
31:03
Speaker 2: influencer content on this. So, like you've got one hundred
31:05
Speaker 2: thousand followers, this is not something I want to see
31:07
Speaker 2: from you, But I do want to see smaller content
31:10
Speaker 2: creators like and I know you've done this just before,
31:12
Speaker 2: where you're like, oh my gosh, I have wanted this
31:13
Speaker 2: dress for ages and I finally bought it, unbox it
31:16
Speaker 2: with me. Yeah, I want to watch that. I want
31:17
Speaker 2: to see the dress that you've saved up for. I
31:19
Speaker 2: want to see what you look like in it, because
31:21
Speaker 2: I probably want it now to So I think that
31:23
Speaker 2: the goal here is to make it easy. It's to
31:26
Speaker 2: make it rewarding for the consumer, to turn your customers
31:30
Speaker 2: into content creators who then amplify your brand. What about
31:34
Speaker 2: getting featured.
31:35
Speaker 4: In traditional you know when new media and traditional media,
31:38
Speaker 4: but like news outlets, magazines and stuff.
31:41
Speaker 2: But it's so important as well, and it also plays
31:43
Speaker 2: into that social validation. So like say you get a
31:46
Speaker 2: feature in a magazine Cosmopolitan has come back. I got
31:50
Speaker 2: a whole column in Cosmopolitan for its re issue, which
31:53
Speaker 2: is so cool. But say Cosmopolitan feature your product, you
31:57
Speaker 2: can then use that as content to post on your socials,
32:01
Speaker 2: which adds to that social engagement, which adds to that
32:04
Speaker 2: social validation. So before you start thinking about getting in
32:07
Speaker 2: magazine's and traditional media, it's always good to keep in
32:11
Speaker 2: mind that these outlets are looking for content like at
32:14
Speaker 2: the end of the day, they are on the prow
32:16
Speaker 2: you could say for good content that they can share
32:19
Speaker 2: that their community is going to find engaging. When someone
32:22
Speaker 2: pitches a good story, it's actually making their job really easy.
32:26
Speaker 2: So you need to put on your hat and go, Okay,
32:28
Speaker 2: I need to make this as easy as possible for
32:31
Speaker 2: the journalist I'm pitching to or the publication i'm pitching to.
32:34
Speaker 2: So if you've got a compelling story, don't be scared
32:38
Speaker 2: to pitch it. The worst thing that can happen is
32:40
Speaker 2: they say no. But what I want you to do
32:42
Speaker 2: is make it as easy as possible. So if you
32:44
Speaker 2: are going to pitch something, given they're looking for content
32:49
Speaker 2: and not doing more work, you need to make your standout.
32:52
Speaker 2: So start by doing your homeowe research the outlet, taylor
32:56
Speaker 2: the pitch to align with their audience and the types
32:59
Speaker 2: of story that they usually cover. Pitching a makeup brand
33:04
Speaker 2: to The Age probably not pitching a makeup brand to Cosmopolitan, though,
33:09
Speaker 2: that makes a lot more sense. So make sure your
33:12
Speaker 2: pitch is clear, concise, to the point, and lead with
33:16
Speaker 2: a really strong headline or a hook that grabs attention immediately.
33:20
Speaker 2: I'd also focus on the value that the story brings.
33:22
Speaker 2: So not like, hey, I really would love to be
33:24
Speaker 2: in Cosmopolitan because like I'm actually like super impressive, Like
33:28
Speaker 2: I built like all of she's on the money, and
33:30
Speaker 2: like that's something that your community should know about. Yeah,
33:34
Speaker 2: they literally don't care. You want to focus on the
33:37
Speaker 2: value that your story brings. So I would not pitch
33:41
Speaker 2: to a media outlet and say I'm amazing feature me.
33:44
Speaker 2: I would say I have saved every single person in
33:46
Speaker 2: my community at least five hundred dollars, and I can
33:48
Speaker 2: show you how to as well. Like, they want something
33:51
Speaker 2: that makes their readers get engaged. So whether it's a
33:53
Speaker 2: unique angle or some relevant news or some expert insights,
33:58
Speaker 2: make sure you include the essential d details. But also,
34:01
Speaker 2: they don't want a thesis. They don't have the time,
34:04
Speaker 2: they don't have the energy. And the other thing I'll
34:06
Speaker 2: say is these inboxes are going to blow up, so
34:11
Speaker 2: don't forget to follow up. So following up and being like, hey,
34:14
Speaker 2: was there anything else that I could help you with?
34:16
Speaker 2: Sometimes a polite nudge can be the difference between getting
34:20
Speaker 2: featured or being lost in the shuffle of a busy inbox.
34:24
Speaker 1: Right.
34:25
Speaker 4: I would also say, if you have any social proof
34:27
Speaker 4: to provide. That's really handy. I know both of us
34:30
Speaker 4: have had articles written about like viral posts that we've
34:33
Speaker 4: had a news dot com or a Yahoo or someone
34:35
Speaker 4: has gone, oh my gosh, we want to take the
34:37
Speaker 4: like viral concept and repurpose it into a story. So,
34:40
Speaker 4: if you're actively going out and pitching and you've got
34:43
Speaker 4: some kind of social proof, if you had a video
34:45
Speaker 4: perform really well, or if you have a Facebook group
34:47
Speaker 4: with a huge threat of comments or something like that,
34:50
Speaker 4: I would also include that in your pitch because I
34:51
Speaker 4: think that it shows that there is consumer interest in
34:54
Speaker 4: the topic.
34:55
Speaker 2: Yeah, and I think that giving them as much information
34:57
Speaker 2: as possible. And this is maybe going a little bit overboard,
35:01
Speaker 2: but if I'm pitching an article that I'd love so say,
35:05
Speaker 2: right now, I've just finished writing my book Jess. It
35:07
Speaker 2: is about to come out. It is so exciting. However,
35:10
Speaker 2: I would love lots of news articles to pick that up.
35:13
Speaker 2: How many news articles actually care? Victoria to Vine writes
35:16
Speaker 2: another book, No One Kiss. But you know what I
35:18
Speaker 2: can do. I can create some content. I'm going to
35:21
Speaker 2: look at the news. Cost of living is really insane
35:23
Speaker 2: right now? How about I craft an article about how
35:27
Speaker 2: to start your side hustle during a cost of living
35:30
Speaker 2: to take off some financial pressure. I'm going to pitch
35:32
Speaker 2: that article to the media, and at the bottom of
35:34
Speaker 2: the article, I can be like, learn more about Victoria Devine.
35:37
Speaker 2: Her new book comes out, So you need to make
35:39
Speaker 2: sure that you are making it relevant. The other thing
35:42
Speaker 2: I would say, when it comes to giving more, maybe
35:45
Speaker 2: this is crazy, Jess. You know I do this. I
35:47
Speaker 2: send a dropbox link with a heap of photos. So
35:51
Speaker 2: obviously I'm not just going to read an article because
35:54
Speaker 2: there are words on a page. I need an engaging photo.
35:56
Speaker 2: And sometimes my corporate photos aren't going to cut the
35:59
Speaker 2: must it. They want a little more casual. So I
36:01
Speaker 2: have a whole drop box full of photos that I
36:05
Speaker 2: would be very happy for media to use. Some in portraits,
36:08
Speaker 2: some in landscape, some of my books, some of me
36:10
Speaker 2: with my books, some of me not with my books,
36:13
Speaker 2: all of that so that they don't have to have
36:15
Speaker 2: a lot of back and forth. Like I'm telling you
36:17
Speaker 2: right now, journalist that gets a pitch like that into
36:21
Speaker 2: their inbox, they go, oh my god, that's going to
36:23
Speaker 2: make my life so easy. I've been thinking about this,
36:25
Speaker 2: you know, position that I'm trying to feel for this Friday,
36:28
Speaker 2: I'm going to slip that in. Maybe they saw it
36:30
Speaker 2: and were like, I can't deal with that right now.
36:32
Speaker 2: They've got something else pressing. That's why we follow up.
36:34
Speaker 2: Oh my god, yes that girl she emailed me. So
36:37
Speaker 2: it's really important to kind of keep your finger on
36:40
Speaker 2: the pulse and just There's also a clever website that
36:43
Speaker 2: you can sign up for to find pr opportunities. It's
36:47
Speaker 2: called Sauce Bottle, which I think is funny. It's so
36:49
Speaker 2: you are cea not sauce like mace, like tomato, but
36:54
Speaker 2: you know how you always see like expert quotes in
36:57
Speaker 2: articles and you might go like, how the hell do
36:59
Speaker 2: pe will get featured like that? You know, maybe you're
37:01
Speaker 2: a finance expert and you want to be featured. Well,
37:04
Speaker 2: Sauce Bottle actually connects journalists and like bloggers looking for sauces.
37:09
Speaker 2: That's where the Sauce Bottle comes from. I like it
37:11
Speaker 2: experts just like Tinder, but for like media opportunities. Cute.
37:15
Speaker 2: So journalists are going to go on and they're gonna
37:18
Speaker 2: pitch an article and they're gonna say, we're looking for
37:21
Speaker 2: a tree expert. I need somebody who can talk really
37:25
Speaker 2: well to fiddle leaf figs do you love? And you
37:29
Speaker 2: might see that and go far out Brussels sprout.
37:32
Speaker 4: I've got add.
37:37
Speaker 2: Liter truly, but it might fit your expertise, but they've
37:40
Speaker 2: never heard of you, because that's a bit niche. It
37:42
Speaker 2: is so you can pitch yourself as the perfect sauce amazing,
37:46
Speaker 2: so you can say, hey, I'm the fig expert. Would
37:49
Speaker 2: you be so kind as to feature me?
37:52
Speaker 4: It's so handy and instead of waiting for the media
37:54
Speaker 4: to find you putting your hand up and saying, hey,
37:56
Speaker 4: I've got something to say about this topic, particularly if
37:59
Speaker 4: you're keeping on top of the that are relevant and
38:01
Speaker 4: trending and current. I think is the perfect opportunity for
38:04
Speaker 4: small businesses and startups who are trying to get their
38:06
Speaker 4: name out there but maybe don't have all of the
38:09
Speaker 4: funds to spend on a pr E one hundred.
38:10
Speaker 2: Percent and it's free because obviously the journalists just want
38:13
Speaker 2: someone to comment and I mean me laughing about the
38:16
Speaker 2: fig thing like, it doesn't actually have to be specific.
38:18
Speaker 2: So back to our candle example. So you're a candle
38:22
Speaker 2: business owner and you sign up for source Boddel, you
38:24
Speaker 2: are not just looking for opportunities to talk about candles.
38:27
Speaker 2: You're a small business owner. That might be a journalist
38:29
Speaker 2: looking for a small business owner to talk about how
38:31
Speaker 2: hard it is in this current market. You might have
38:34
Speaker 2: a journalist that's looking for somebody just to talk about
38:37
Speaker 2: the pressure on packaging because maybe there's a really big,
38:40
Speaker 2: you know, article in the media at the moment about
38:43
Speaker 2: how packaging coming out of China is delayed. They want
38:46
Speaker 2: sources that can just make their articles more juicy and
38:50
Speaker 2: going through that, like use it as your morning paper,
38:53
Speaker 2: go through that and go are there any opportunities today
38:56
Speaker 2: that I could get a feature in? Because often if
38:59
Speaker 2: the journal is going to do it, they're going to
39:00
Speaker 2: be grateful because you're adding validity to their content. But
39:03
Speaker 2: they will always be like yep, and jess from She's
39:06
Speaker 2: on the Money said, and you get your brand in
39:08
Speaker 2: the places that you want it. And when you're featured
39:11
Speaker 2: on someone else's website or in another article, it usually
39:14
Speaker 2: links back to you. It's called a backlink, which is
39:17
Speaker 2: really good for boosting your SEO and helping your website
39:20
Speaker 2: rank higher in search results. For free Jessica, we.
39:24
Speaker 4: Love free, We love a little business money win I
39:26
Speaker 4: feel like we've covered a lot today.
39:28
Speaker 2: So much, so many rants, but I feel like you
39:30
Speaker 2: learning about me, taking on people who's steal my content,
39:34
Speaker 2: me talking about figs. It's been a lot, but it's
39:36
Speaker 2: been a journey and I hope you've learned something here.
39:38
Speaker 2: You go, all right, So, Jess, here's the thing. You
39:41
Speaker 2: don't have to do everything all at once. I do try.
39:43
Speaker 2: It is exhausting, so don't recommend. But if you're a
39:46
Speaker 2: small business owner, I totally get it. It can feel
39:49
Speaker 2: all consuming and overwhelming because you're wearing all the hats
39:52
Speaker 2: and like sometimes those hats don't fit quite right, including
39:55
Speaker 2: being your own marketer if that's not your niche. But
39:57
Speaker 2: the key is you don't actually need to be a
40:00
Speaker 2: rewaar right away. What I would do personally, start with
40:03
Speaker 2: the foundations of the things that you own. So your
40:07
Speaker 2: owned media is what we're going to focus on, like
40:09
Speaker 2: your website and your email list. These are the things
40:12
Speaker 2: that you control one hundred percent. So from my perspective,
40:15
Speaker 2: get those foundations right, because, as I said before, what
40:18
Speaker 2: is the point of driving traffic and creating all this
40:21
Speaker 2: beautiful social content if the home that you're sending them
40:24
Speaker 2: to is disheveled, absolutely silly idea. But once you've built
40:29
Speaker 2: that solid foundation out, you can then kind of layer
40:32
Speaker 2: in rented media like social media platforms, and these are
40:36
Speaker 2: great for visibility, but you need to remember that you
40:39
Speaker 2: are renting this space jest, so you don't actually own
40:42
Speaker 2: the audience. And then over time you can add in
40:45
Speaker 2: earned media through like reviews and some PR and some
40:48
Speaker 2: UGC and eventually paid ads to scale up, Like you
40:52
Speaker 2: don't have to jump into paying for things immediately, and
40:55
Speaker 2: by slowly building this platform, you're creating what I would
40:59
Speaker 2: call this a solid omni channel strategy. It's what I've
41:03
Speaker 2: written down here without overwhelming yourself very fancy.
41:06
Speaker 4: I think definitely start small, get comfortable with one platform
41:10
Speaker 4: or one focus at a time, and eventually you'll find
41:13
Speaker 4: yourself with a well balanced strategy that works for you
41:15
Speaker 4: and your business exactly.
41:17
Speaker 2: And if today you are starting your candle business and
41:19
Speaker 2: you're like, but it's all consuming and overwhelming, and all
41:21
Speaker 2: of my competitors are on every single platform, they were
41:25
Speaker 2: once in your position too, So it is so important
41:27
Speaker 2: to not compare somebody else's like middlegame or their end
41:30
Speaker 2: game to you. At the very beginning maybe use those
41:33
Speaker 2: things and be like, oh, that's good learning. So I
41:35
Speaker 2: wonder what they had to learn to get here and
41:38
Speaker 2: start taking things from that. But Jess, that is sadly
41:41
Speaker 2: all we have time for today. So if you want
41:43
Speaker 2: even more tips, support, maybe a little bit of inspiration,
41:47
Speaker 2: I'm there. Join the Business Bible community on Facebook. It's
41:50
Speaker 2: a space where like minded business owners can ask questions
41:53
Speaker 2: and share advice and connect with one another. That's the
41:55
Speaker 2: perfect place to find.
41:56
Speaker 4: Your people are the small business owners who are going
41:58
Speaker 4: through the same challenges that your face seeing and can
42:00
Speaker 4: share what's worked for them.
42:01
Speaker 2: It's like a little built in support system one hundred percent.
42:05
Speaker 2: And if you didn't hear it, my book a book,
42:09
Speaker 2: I wrote another book, and pre sales are available for
42:12
Speaker 2: my book, The Business Bible. It comes out on November
42:15
Speaker 2: the twenty six, which is wild. So I'm going to
42:17
Speaker 2: link that in the show notes because I heard it
42:19
Speaker 2: was a really good book.
42:20
Speaker 4: And then takes you from start to finish, step by
42:22
Speaker 4: step of everything you needs, you know.
42:23
Speaker 2: Literally, and it's got so many little founder stories intertwined
42:26
Speaker 2: into it. And do you know how much stuff I've
42:28
Speaker 2: packed into there that you can do for free like
42:29
Speaker 2: that's literally my bread and butter. We will see you
42:32
Speaker 2: next month for another episode of the Business Bible. Guys
42:35
Speaker 2: Bye Did Buy shared on She's on the Money is
42:43
Speaker 2: general in nature and does not consider your individual circumstances.
42:47
Speaker 2: She's on the Money exists purely for educational purposes and
42:51
Speaker 2: should not be relied upon to make an investment or
42:53
Speaker 2: financial decision. If you do choose to buy a financial product,
42:57
Speaker 2: read the PDS TMD and obtain appropriate financial advice tailored
43:01
Speaker 2: towards your needs. Victoria Divine and She's on the Money
43:04
Speaker 2: are authorized representatives of money sherper P T y L
43:08
Speaker 2: t D A b N three two one is six
43:10
Speaker 2: four nine two seven seven zero eight afs L four
43:14
Speaker 2: five one two eight nine