Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / How to Market Multiple Passions Without Confusing People

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How to Market Multiple Passions Without Confusing People · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

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  Today on the podcast, I would like us to explore problems with
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  content marketing strategies. That's for those of you who have
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  decided to use a content marketing approach to put
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  yourself out there into the world so that other Nigerian
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  people know exactly what it is that you do and so that they can
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  patronize you. And to come and to look at some
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  issues, some problems that you have with your content marketing
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  strategy and how we can, I'll, I put it how we can fix that.
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  All right, So First off, what is content marketing, especially
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  for those of you who are listening to the podcast for the
• 0:37
  first time today. Now content marketing is a, some
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  people say it's a new way of marketing, but it's not.
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  It actually has been there for a very, very long time.
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  For those of you who grew up in the late 70s and early 80s, you
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  remember programs like Biker Mice from Mars on NTA 2, Channel
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  5, and all the stuff that Cadbury used to put out there.
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  Now there's some people who say that's content marketing, some
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  people say that's advertising. But regardless of how you want
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  to pass it, regardless of how it is that you want to look at it,
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  there are businesses that for a very long time, what they've
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  been doing is they've been trying to see how else can we
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  get in front of our customers, our potential audiences, people
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  who want our product, people who want our service.
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  How else can we get in front of them?
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  And how else can we do that without making it an
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  advertisement? Because if it's an ad, it's
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  obvious they're trying to get something from them.
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  So how can we kind of sneak our way into their subconscious so
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  that when they are ready to buy, they think about us?
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  So that is what companies have been doing for a very, very,
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  very long time. So if Coca-Cola creates an
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  advert, OK, well, not if they do because they do this every four
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  years. So for the World Cup, definitely
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  Coca-Cola is going to excuse me, for the World Cup, Coca-Cola is
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  definitely going to have an an advert there.
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  So that one is an advertisement. You know, it's obvious.
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  But then if Coca-Cola can think of ways of let's see what will
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  content marketing be? You know what?
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  OK, that's not a good example. So let me just scratch that.
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  Sorry about that. You know, this, this is the
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  problem of making podcasts, you know, live on the go, you make a
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  mistake and everybody hears it. OK, so let me just stick to an
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  obvious example, which is this podcast.
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  Now this podcast that I'm making is an example of content
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  marketing. Now my potential customers and
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  my potential audience, you know, potential stakeholders, business
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  partners, you know, whatever it is, there are people who have
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  certain kinds of business problems and I have the skill
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  set to be able to solve those problems.
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  So I come over here almost everyday and I make podcast
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  episodes addressing these problems, sharing the best way
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  for how these problems are supposed to be solved.
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  And then I do this for free. Now the scope is, in fact, one
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  person has called me out and she said it was really masterful.
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  And I told her that, look, nobody say you catch me out.
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  That's that's the idea from the start.
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  That's the whole idea. By doing this, people come
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  across me and be like, yeah, Omar, this guy gets sense.
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  And then I dropped my phone number 08064662140.
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  A couple of people call, some people send text messages, some
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  people send WhatsApp messages. Now from there, that's how I
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  convert some of you to customers.
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  So that is what this is, content marketing.
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  You put content out there, valuable content.
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  People interact with it. People engage from there.
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  The entire DM from DM phone convo from phone convo deposits,
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  something hits my bank account. So that's content marketing.
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  So a whole lot of what all of us are trying to do on social media
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  these days is, you know, some kind of variety of content
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  marketing. So people who are putting up
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  skits and putting up posts and you're hoping that people who
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  like it. And then, you know, on our
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  content marketing, it's just that the traditional way of
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  content marketing, the older ways of content marketing,
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  you're trying to put out something that is valuable to
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  the customers. You know, more education, more
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  infotainment, you know, that sort of thing.
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  Not necessarily the skits per SE, which is one of the reasons
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  why I tell you people, those of you who like hopping on trends,
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  like can you quit that? You're a business consultant,
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  you're an architect, you're a whatever.
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  Why are you doing ice bucket challenge?
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  Why are you doing this challenge?
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  Why are you doing that challenge?
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  Like like for what? Like how is that going to help
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  you? Yes, the whole thing is raining,
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  the whole thing is trending, you know, but you're an architect,
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  you're an architect. So if there's a crazy challenge
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  now which comes up, maybe people start doing old Michael Jackson
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  dance videos, you know, and then, OK, you want to do content
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  marketing. So therefore as an architect,
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  you now start creating videos of you during the Moorwalk or, you
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  know, dancing and screaming like Michael Jackson.
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  Like, how's that going to help you?
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  And forgive me, I deviated, but at least you guys have been able
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  to get a sense of what I'm talking about when I say content
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  marketing. So content is just anything that
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  you put out over on the Internet, photo, video, audio,
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  text, you know, whatever. But the goal is we're hoping
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  that people are going to see with it.
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  Sorry, I say see with the people are going to see it, they're
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  going to interact with it. And then from there, from the
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  interactions, we get one or two conversations going and then we
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  get to get customers and clients out of it.
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  So that is the idea behind content marketing.
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  Again, the definitions that I give over here on the podcast
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  are not technically robust. I'm just trying to get you guys
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  to understand the spirit of what it is that I'm trying to say.
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  All right, now let's go straight to the problem that I see on
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  social media, and that is that some of you try to promote two
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  companies or two business interests at the same time on
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  your social media. I repeat, some of you,
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  consciously and unconsciously, you're trying to push two
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  companies at the same time on your social media.
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  It's not as if you have two Instagram accounts, Instagram A,
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  Instagram B, OK, I don't know if you can have two LinkedIn
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  accounts. I think you can have two Twitter
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  accounts. I think I have 2X accounts, You
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  know, So not be saying account A, account B, now account A, And
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  then you're trying to put both things at the same time.
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  And some of you say, hey, what's the problem?
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  Look, this is the problem. It leads to a lot of confusion
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  #1 you confuse your audience because if today you're saying
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  you do this, tomorrow you're saying you're doing that.
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  What exactly is your area of expertise?
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  What exactly? Since you're pushing too hard,
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  at the same time, it's also going to affect the kind of
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  inbound that you you get because confuse people, no goody buzz.
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  Like for those of you who reach out to me, you reach out to me
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  because it's clear what I do. If it's sales related,
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  especially you reach out. If it's kind of marketing
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  related, you reach out. A whole bunch of you once it's
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  business related, you know, you reach out.
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  If I can't help you, I send you to someone else.
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  But because it's clear now my views on dating and marriage
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  and, you know, all the other stuff, you know, yeah, I talk
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  about some of those things in the podcast, you know, but I'm
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  just now on the side. It's not as if today I'm talking
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  about business, then tomorrow I'm talking about relationship,
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  then next tomorrow I'm talking about God.
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  Not just one podcast. I'm just moving one thing, one
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  message. I'm going to confuse anybody.
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  There's no hire anybody be on this podcast and be confused
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  about what I'm about. In fact, some people decode the
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  oldest guy, Money, money, money, money and then don't fade.
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  Nah, Nah, this guy is too greedy and then they fade and that's
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  all right. That's all cool.
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  I'm trying to attract a certain kind of person.
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  So you confuse your audience. You're not going to be able to
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  get referrals from that, trust me, because this is Nigeria.
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  In Nigeria, we trust expertise. If you don't believe me, no
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  problem. Think about it this way.
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  Let's say your wife or your girlfriend, you know her
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  birthday is coming up. You know she returned 25, she
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  returned 30. You know, however old she is.
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  And you want somebody to make the correct like badass, like
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  correct dress for her so she will sleep for this her
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  birthday. But then you know some guys in
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  your crew or you know, some babes in your crew that you
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  know, sometimes then they do fashion, but then sometimes then
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  they do make up and then sometimes they do content
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  creator. OK, now when it comes to
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  creating a dress for your babe or for mumsy or for your wife or
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  let's say it's the other way around, you're a woman and you
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  want to impress your husband, you want to impress your
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  boyfriend, you know, in donate on, you know, 30354050 whatever
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  you want. Make something you know good.
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  They know somebody you're set up, you know, once in a while
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  the guy they show you know, sometimes the guy they do solar
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  panel. You know what else?
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  Another time the guy they sell crypto when the time comes now
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  to pick somewhere to design it, which of you is going to call
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  this person that is doing three things at the same time?
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  The answer is absolutely 0, but then somehow you're doing it in
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  your own business and I think this thing is going to work.
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  Today you talk about one thing tomorrow you talk about another
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  thing next tomorrow you talk about another thing.
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  The House of people, how are people supposed to come is come
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  and start talking. You start chatting you up or how
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  somebody supposed to say, oh, I know Chair Maka, she's the
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  expert. Let me go and call my girl chair
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  Maka. How now?
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  Plus your messaging is going to be confused.
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  Your content calendar is going to be messed up.
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  The topics are going to be all over the place, good on forecast
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  and that's not good. You don't want to know which
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  messaging to prioritize. How are you even going to
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  prioritize that messaging? So let's say I was confused
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  there and on this very same podcast, you know, on Monday,
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  you know, at the talk business on Tuesday at the talk
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  relationship on, you know, Wednesday, I talk God or
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  something like that. You know, after a while, you
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  know, like, OK, how am I supposed to prioritize it?
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  I've been at sales 80%, you know, 2% got 1% relationship.
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  Like how your messaging is all over the place, confused.
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  Then more importantly, you would have confused the algorithm.
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  The algorithm should be confused.
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  The algorithm will not know who to recommend you to or what to
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  Abby shy. The algorithm will be confused.
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  That's what I'm trying to say. So for me, every single day when
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  I hop on this microphone, it's business, business, business
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  sales, sales, sales money, money, money.
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  So anybody who comes on Spotify and the person types, you know
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  how to make money in Nigeria, oh, what do you know?
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  I show up or somebody types how to solve the sales problems.
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  Oh, what do you know, I show up or the person types, a sales
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  consultant, guess what, I show up.
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  This is how I'm clear about the audience.
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  I'm clear about the messaging. And then the algorithm too be
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  very, very clear. That's the reason why if you
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  don't believe me, try this, try this.
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  If it doesn't work for you, come back and tell me.
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  Go to any AI tool of your choice or go to Google.
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  Just go and type Nigerian Business Podcast.
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  Go and type it. By the time you're done
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  listening to this thing, if I pause this thing now, go and
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  type it, I want you to try it and tell me that I didn't show
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  up. I dare you do it and tell me
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  that I didn't show up if I was not number one.
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  In fact, if I know enter first five, let me know because I'm
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  keeping my content marketing priorities really, really
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  straight. I'm clear on the audience.
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  I'm clear on the messaging, and I'm not going to confuse the
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  algorithm. So when people search for me,
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  don't find, don't find me. And you should be doing the same
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  too. By the way, I'm a note on
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  content marketing. Sometimes people have the wrong
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  expectations when they start doing content marketing.
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  You think there's something you can do.
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  Anything will just, you know, click automatically.
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  Sorry, it doesn't work that way. Content marketing has always
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  been a long term play. So in other words, if you're
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  trying to use content marketing for your business, especially if
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  you're doing this thing organically, organically means,
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  you know, they pay for adverts. So if you're not paying for
• 11:51
  advert, don't expect this thing to click in less than three
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  years. You know, everything pops off in
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  less than three years. You know, it's all good, but
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  that can't be the main thrust of your business, which is the
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  reason why I say in the beginning, you know, you do
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  everything. So you're putting on social
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  media, you have a content, the content marketing strategy, but
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  then you're also making phone calls.
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  You're also going for meetings, you're also going for networking
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  events. You're also asking people for
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  introductions. You just go to run, you know,
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  like that in the beginning, everything.
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  Then eventually, a couple of things take off.
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  So if I do this job right with the podcast, hopefully in a
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  couple of years, I won't have to be chasing after people here
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  anymore because the lead flow from the podcast, you know,
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  should be great enough. But anyway, enough about me.
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  So the reason why we're looking at this today is because a good
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  friend of mine, let's just call her, what should we call her?
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  Let's call her Halita. Yeah.
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  So a good friend of mine, Halita.
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  I'm sure you guys, especially those of you watch Nigerian TV,
• 12:48
  you remember Halita. It's something my wife used to
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  watch. I used to call it a Halita, the
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  slave girl because it was a girl about a girl from the village in
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  Plateau State who got hired to be a house help in a particular
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  family. And anyway, the girl ends up
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  becoming the head of the the conglomerate because the family
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  is a rich family, is a conglomerate and the housegirl
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  now becomes the head of the whole company.
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  So if you like that kind of Nigerian drama, although it's
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  not on the air anymore, maybe if you check YouTube, you might
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  find it. So Halita, HALITA.
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  And by the way, this is not a sponsor.
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  This is not an ad something, you know, DST VS not paying me
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  money. I'm just saying it's cool stuff.
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  So a friend of mine, let's call her Halita, Halita is into
• 13:33
  podcast and audio production. So if you want your podcast to
• 13:37
  be made and you're not going to make the podcast like I make my
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  own podcast, then you call my good friend Halita.
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  And she's been making some traction over the last, you
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  know, 1-2, three years. You know, she's been doing OK,
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  not fantastic, but you know, she didn't move.
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  She didn't move small small because like I tell you guys,
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  content marketing, you know, is a small, small something.
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  It's not an overnight something, but then Halita also likes FX,
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  that is foreign exchange, online trading, crypto, all these sorts
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  of things. So once in a while she could
• 14:06
  have post podcast, podcast, audio production, audio
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  production. Then sometimes she could have
• 14:10
  post, you know, FX, crypto, online trading.
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  One thing, one thing, this platform, that platform you see,
• 14:17
  and now the problems that I've been talking about become quite
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  clear. Different audiences, She's
• 14:23
  talking to different audiences. The people where they find
• 14:26
  crypto, crypto, crypto. I guess they might not be
• 14:28
  necessarily into this whole podcast production, podcast
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  production, different audiences then.
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  Halita has done a good job of building some credibility in
• 14:39
  audio production and podcasting for like the last 3-4 years, but
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  are now talking about FX crypto online, something like EDA
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  dilute high credibility, serious dilution because people with the
• 14:51
  CM before like, oh, OK, Halita, OK, OK, OK.
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  Anytime podcasting, anytime anything audio, anything media
• 14:58
  may adjust buzzer, you know, it's like like what's happening?
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  I wish, you know, they do audio again, you know, like, you know,
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  the way our customers feel, the way they can think in their
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  head. So it's diluting her
• 15:11
  credibility. And I reached out to her to have
• 15:13
  the conversation and luckily she took it well.
• 15:15
  And so we've been talking about a couple of things now.
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  Some of you asked, OK, Tavi Schumer, you've spoken about the
• 15:22
  problem, the problem, what's the solution?
• 15:23
  OK, solution is simple. You actually have to just pick
• 15:25
  one. I know those of you who are
• 15:28
  multi hyphenate, multi talented people, you don't like it when I
• 15:30
  say, but honestly, you have to, you have to pick one because my
• 15:34
  lecturer, I used to say, back when I was in OAU used to say,
• 15:36
  look, you can't, if you, you can't be in two places at the
• 15:40
  same time. I make form, you know, sorry, I
• 15:42
  know it's kind of crude, but you, you get the point.
• 15:45
  So we got focus. Or if there's a way that you can
• 15:48
  harmonize these things, then I I guess so.
• 15:51
  So like for me, for instance, I'm interested in matters of
• 15:53
  theology and philosophy and then also relationships, which is the
• 15:58
  reason why I keep shouting at you people that look get
• 15:59
  married. I don't understand what's going
• 16:02
  on. Young boys nowadays are afraid
• 16:03
  of girls. You can't even talk to babes.
• 16:05
  Like what's going on? If that's the problem, just hit
• 16:07
  me up 08064662140, call me, send me a text message, send me a
• 16:13
  WhatsApp message. It's a babe that you're like,
• 16:14
  you don't know how to start the conversation.
• 16:16
  No problem. I'm a sales coach, but you know,
• 16:18
  I'm also a Big Brother as well. Just reach out to me.
• 16:21
  Let's talk. Let's let's see how we can make
• 16:22
  this thing happen. If you're a babe player, you're
• 16:25
  having no problems. No problem.
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  Reach out to me. Let's let's, let's discuss
• 16:29
  because marriage is a good thing.
• 16:30
  Love is a good thing. So yeah, I just go about making
• 16:35
  my business contents once in a while.
• 16:37
  I drop some things. Yeah, some things philosophy,
• 16:39
  some things relationship, you know, I don't harmonize them,
• 16:42
  you know, So I'm kind of talking about like I have one message
• 16:46
  and then I'm sprinkling stuff about other things.
• 16:49
  So you can do that, especially for those of you who worry about
• 16:52
  authenticity. But in Halita's case now, for
• 16:56
  instance, there actually is a way that she can harmonize it
• 16:58
  because pay attention, Halita waiting, should they do now
• 17:02
  audio production and podcast production, anything audio,
• 17:04
  anything media. So is it not possible that she
• 17:10
  can create a podcast around crypto, around trading, around
• 17:18
  forex, around all these things? So because part of her business
• 17:28
  actually create podcasts for other people.
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  She did promote her for her own channel, like, oh, we just
• 17:32
  produced this podcast for this person.
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  You know, we just dropped this podcast for this person proudly
• 17:37
  sponsored by Halita Studio. Something, something, something,
• 17:39
  you know, like that. So nothing stops her from making
• 17:44
  her own podcast and then dropping it on the feed like
• 17:46
  that and saying, you know, proudly sponsored by, you know,
• 17:48
  blah, blah, blah. So in our way, you know, on our
• 17:52
  podcast as in she's into podcasts and audio editing,
• 17:55
  editing, and she's producing podcasts for other people and
• 17:58
  then promoting it. And then whenever she creates
• 18:02
  her own podcast on crypto and all those other things, you
• 18:08
  know, just the same, whatever. Oh, forex trading is another way
• 18:13
  to gain wealth in Nigeria. Something, something, something,
• 18:15
  blah, blah, blah, blah, blah. Proudly produced by Halita Audio
• 18:18
  Studio, something, something. So there's a way that she can
• 18:21
  harmonize that actually, so she can share her expertise on both
• 18:26
  on podcasting and then on Forex, but just coming from pushing the
• 18:31
  audio production angle. So because she's creating
• 18:34
  content around Forex, she's going to be able to talk about
• 18:37
  both matters at the same time. So that way, you know, people
• 18:44
  where they like crypto, forex, online trading, blah, blah,
• 18:46
  blah, they can subscribe to that crypto podcast, Forex podcast,
• 18:54
  you know, and then people that are interested in audio
• 18:56
  production and blah, blah, blah, blah, blah, they can be seen all
• 18:59
  these podcasts that she's publicizing as examples of her
• 19:04
  expertise and then reach out to her.
• 19:09
  So anyway, that's pretty much what it is that I wanted to say
• 19:14
  today. So content marketing, it's a
• 19:17
  good idea. It's a very, very good idea, but
• 19:18
  we need realistic time, expectations.
• 19:20
  You should be thinking long term.
• 19:22
  So don't be frustrated that you've been blogging for one
• 19:24
  year and you haven't popped off. Or don't be disappointed that
• 19:29
  you've been podcasting for two years and you never see clients.
• 19:31
  Or don't be frustrated that you did produce skeets for for three
• 19:36
  years and you haven't got one single paying client.
• 19:38
  Nobody has come to you for adverts.
• 19:40
  Nobody has come to you for promo.
• 19:42
  You know, don't be frustrated at all, at all, at all.
• 19:44
  That's why I made that podcast episode on Kolu and I can't
• 19:48
  remember the other guy's name is Kolu and Bolu.
• 19:50
  The Twitch, the stream on Twitch, the live stream,
• 19:55
  Nigerian live streamers and they used to be skip makers before.
• 19:58
  Just how you guys would see that Look, this content marketing
• 20:01
  thing, you know, it's beautiful, it's glamorous.
• 20:03
  You know, other people hear your voice, other people see your
• 20:05
  face. You get one or two fans, but
• 20:07
  it's not quite as cozy as people think.
• 20:10
  And then when we start with the content marketing, just make
• 20:13
  sure. That you're not trying to push
• 20:16
  two companies or push 2 messages at the same time.
• 20:18
  Don't confuse your audience, don't confuse the messaging,
• 20:20
  don't confuse the algorithm. You know, pick one, pick one
• 20:26
  pick one and abandoned the others.
• 20:28
  If you don't want to pick one and abandoned the others, OK, no
• 20:30
  problem do what I do pick one thing which is the main thing.
• 20:32
  Then once in a while you sprinkle some of that, you know,
• 20:35
  other stuff there so that people can can hear you.
• 20:39
  Or if you're like my friend Halita and it's possible to
• 20:42
  harmonize it, by the way, that's not her real name, by the way,
• 20:45
  but the rhymes. Halita.
• 20:46
  So if you're like my friend Halita, you can harmonize it no
• 20:48
  problem. Harmonize them?
• 20:49
  No. So let me see, is that it?
• 20:55
  Yeah, that's it, pretty much. So if you'd love to connect with
• 20:57
  me, call me, send me a text message or a WhatsApp message on
• 20:59
  08064662140. What's up?
• 21:06
  OK, You want to, if you'd like to join my WhatsApp channel,
• 21:11
  just hit me up and I'll hook you up for that.
• 21:14
  Then let's see what else? Oh yeah, the sales, the sales
• 21:21
  audit. So you want me to audit your
• 21:22
  selling frameworks or some of your business processes then
• 21:26
  WhatsApp me on the same number 08064662140.
• 21:30
  And yes, when I said that's for those of you who are still in
• 21:33
  school, you know, you get one big way to school, but I don't
• 21:35
  know how you say what's up. No problem, just let me know.
• 21:39
  I just have help one guy sort his own relationship matter to
• 21:43
  you know, it was with the girl and I wasn't sure where do I
• 21:45
  head in. He didn't know how to have the
• 21:46
  conversation. You know, I helped him and today
• 21:50
  to the glory of God. Well, anyway, hopefully let me
• 21:52
  not speak too much because descent by is too far.
• 21:54
  So to the glory of God, if all works well, we should be having
• 21:58
  a wedding pretty soon. So yeah, but I'm not a
• 22:00
  relationship coach. By the way.
• 22:02
  Bob, if you have some difficulty in that area, no problem, reach
• 22:05
  out. I'll, I'll help you find your
• 22:07
  better half too. Alright, so that's it.
• 22:09
  Thanks for your time and attention.
• 22:11
  I'll catch you some other episode.