Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / The Invisibility Trap: Why Your Organic Reach is Dying

Transcript

The Invisibility Trap: Why Your Organic Reach is Dying · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

0:01
Hello and welcome to the podcast.
0:03
Today I would like us to discuss why you should be sharing
0:07
content on social media like a maniac.
0:10
Yes, I repeat, you should be sharing like a maniac.
0:14
And the reason why is because early this morning, I was having
0:17
a chat with my wife and I was talking about how I hadn't
0:20
posted on LinkedIn in a while. That was yesterday.
0:23
And I was trying to load up the queue.
0:24
And then she was like, load up the queue.
0:26
How? Like, how many times you share
0:28
on LinkedIn? I said, yeah, I said I show on
0:31
every day, sometimes up to, you know, 8 times a day.
0:35
And she was like, wow, isn't that too much?
0:37
And I told her, my dear, it's not too much.
0:40
But understandably, you know, she would think that way because
0:43
she's not involved in business yet.
0:45
So by the time she's done with her CFA, that is her chartered
0:49
financial analyst course. By the time she's done with CFA,
0:55
we have plans to be in business together.
0:57
We're going to go into the wealth management space.
1:00
But that is, you know, I'm still in the future.
1:02
There are a couple of things that we're still working on now
1:04
as a family that we want to get rid of all that first.
1:07
So you know, my wife is not in this.
1:11
Now I put it, she's not an entrepreneur yet, so she doesn't
1:15
know the four on one when it comes to these things.
1:17
Creating content on social media.
1:19
Well, however, there are even some of you who are in the
1:22
entrepreneurial space who don't have a firm grasp on the level
1:26
of activity that is required on social media to breakthrough to
1:32
start getting sales. Some of you are content with
1:36
putting up stuff on social media and you're not even sure why
1:40
you're doing it. You're not even sure the level
1:43
of results that are possible and then what to expect.
1:46
And I'm talking about this from a first hand perspective because
1:49
even though I had this conversation with my wife today,
1:51
today in the morning, last night, I was in the coaching
1:54
session with a client and he's selling real estate in Orca.
1:58
And I checked his social media handle and you know, the guy is
2:04
doing OK. But The thing is he has these
2:06
incredible posts that only have maybe like 2 likes and, and you
2:13
know, obviously he's not sure sharing the content that he puts
2:15
out on social media. And so we had the conversation
2:18
after I have the conversation with him about how he has to
2:21
share this thing like a maniac because he, his target is
2:27
returnees, that is Nigerians in diaspora who are either coming
2:31
back or who want to leave a legacy for the children, you
2:34
know, over here. And those are the majority of
2:37
his clients. And he has wonderful client, I
2:39
say clients. He has wonderful content on his
2:42
Instagram handle where he's speaking in IBO and letting
2:45
people know what's up. You know, this is the part of
2:48
our number to invest in. This is not the part.
2:50
This part is good. This is where you should pay
2:52
attention to this, this, this, that, that, that.
2:54
So you could say he's doing the same sort of thing I'm doing on
2:57
the podcast, but he's doing it in video format and he's doing
3:00
this thing in IBO. And I'm like, man, this idea is
3:03
fire. It's fire.
3:06
And he says that, yeah, that it's something that people
3:09
relate to. That's the returnee community.
3:12
Nigerians in diaspora, like they see him, they get it and they
3:16
start conversations. So actually he should be
3:18
promoting his content a lot because to be honest, it's not
3:23
as if you see that kind of thing every day on social media.
3:26
So he's in a class of his own. One is 1.
3:32
It's not as if there's a whole ecosystem of, of, you know, real
3:37
estate professionals, you know, in Nigeria who are carving niche
3:42
for themselves, you know, talking directly to people in
3:45
the East, you know, in the language of Easterners.
3:47
So all I put it, yes, there are lots of us who are business
3:54
people and yes, there are lots of us who are dabbling in social
3:58
media, but we do not know that social media is something that
4:00
we can use to generate sales. And because of that, we're not
4:04
putting in enough level of activity to move things forward.
4:08
So today those are the questions that I want us to tackle tackle.
4:11
Why should you share content on social media?
4:13
Why should you share like a maniac?
4:14
And when I say maniac, I mean maniac like you are mad, like
4:18
you've lost your mind. That is how you should be
4:20
sharing. Then is there such a thing as
4:23
oversharing? Because that's one thing that my
4:24
wife asked me that is that not oversharing.
4:28
Won't you wear people out? And then it's something that my
4:30
mom has also asked me as well. Because you remember, my mom is
4:33
a marketing exec. She's a public relations
4:35
professional. But you have to understand that
4:39
when Mumsy went to school for these things, the lay of the
4:42
land was different. The lay of media was different.
4:46
So some dynamics are not exactly the the the same.
4:51
And so we're going to examine some of these things in today's
4:54
podcast episode. Then we're also going to look at
4:57
a few ideas about how to grow organically on social media so
5:01
that you can start deriving sales.
5:02
Because remember, the focus of this podcast is always sales,
5:05
sales, sales, money, money, money.
5:08
I'm not one who will say we should be on social media just
5:11
because everybody's on social media or just because we can't
5:14
figure out anything else to do with our time.
5:16
If we're going to be on social media, we might as well come
5:19
correct and do the things that we need to do.
5:22
So that whether is in six months or six years or six days, we
5:26
have a plan for how soon we are going to start using social
5:30
media to get to revenue. So these questions are very
5:33
important. If this your first time
5:34
listening to the podcast, My name is Tavishima IED.
5:37
I'm a former lawyer turned to business consultant and I love
5:40
solving business problems. So every single day, we're
5:42
almost every single day, I'm here giving you guys business
5:45
goodness where we learn how to solve business problems,
5:49
especially revenue related problems because revenue cures a
5:53
multitude of sins. Once you have revenue coming in,
5:57
your mind is cool, is calm, small, they cannot start
6:00
thinking of other things. But if you have a business
6:02
management problem, if you have an accounting problem, and then
6:05
on top of that, money is not even coming in the game, your
6:08
brain will just be hot, You'll be very unsettled.
6:10
You'll be like, Lord, why? So yeah, that's how we look at
6:14
things over here on the podcast. Then if you'd love to connect
6:17
with me, you can call, send me a text message or a WhatsApp
6:20
message on 08064662140. I'd love to hear, especially
6:28
from people who are thinking of a business to start or maybe you
6:32
have 3-4 ideas, you haven't picked one in particular.
6:34
I would love to hear from folks like you in this current season
6:38
because I put together a package on how to start your business in
6:41
three easy steps. So if you have 2-3 different
6:44
ideas competing for your attention, we will help you
6:47
select the right one. Then we will help help you
6:50
validate the business idea to be sure that there's market demand
6:54
for this thing, that people are willing to pay for it and pay
6:57
enough for it that is going to make it worth your while.
6:59
And then we're going to come up with a selling system so that
7:01
people don't just buy once, they come back to buy again, and
7:05
eventually they send their friends and their family members
7:07
to you to buy as well. So we're trying to hook up some
7:11
our referrals, so I'd love to hear from you guys.
7:13
Now before we get back to the question on why you should share
7:17
content on social media like a maniac, and I repeat like a
7:21
maniac. Like you've lost your mind, like
7:23
you are mad. That is the level that is
7:25
required nowadays, by the way. And please bear in mind I'm
7:28
talking about organic growth. Organic growth on social media
7:33
is not the same thing as paid growth on social media.
7:37
If you are doing paid growth strategies on social media, OK,
7:40
you do not need to share like you are mad because you are
7:44
paying for the growth. So Mark Zuckerberg and all the
7:47
others are giving you the growth that you have paid for.
7:51
You're targeting a particular audience.
7:53
You are determining the cadence, you are determining where they
7:57
will be reached, how they will be reached.
7:58
So long as you are paying Zuckerberg, they will answer
8:01
you. So if you are using paid social
8:05
media strategies, then ignore everything I'm saying in this
8:09
podcast. If you are using paid, if you're
8:12
paying Zuckerberg money, ignore what I'm saying.
8:15
This is for those of you who are not paying a single cobble to
8:18
Zuckerberg. These are the people that should
8:20
listen up. All right, let me repeat it
8:22
again before somebody who misquote me.
8:25
If you are using paid social media strategies to grow your
8:29
sales, then skip this episode. If you want to grow on social
8:34
media but you don't want to pay Zuckerberg a single cupboard,
8:38
then listen and apply. And it is people like you that
8:43
should be sharing like a maniac, like you are mad, like you've
8:47
lost your mind. And I'll explain why.
8:50
So before we get there now. So yeah, it's not a very good
8:53
thing to do work while you're sleepy because this thing has
8:56
happened to me twice. And this morning, it's the
9:01
second time this thing has happened to me before.
9:02
And it's scary. I woke up today and I was like,
9:07
did I publish a podcast episode last night?
9:10
And I went and checked and I saw, I said, yeah, Jesus, I
9:13
actually published a podcast episode.
9:15
And then I went back to listen and OK, so far everything was
9:19
alright. I didn't say anything.
9:21
I was on toward. I didn't say, you know, because
9:24
last night I was tired. When I say you know what shall
9:27
let me publish? So there's one thing that I
9:29
hadn't spoken about. So, you know, I just hooked up
9:33
my phone and you know, I made the recording and you know, from
9:37
there I just uploaded everything.
9:38
I just crashed. And I just woke up this morning
9:41
wondering like, did I do something last night?
9:44
I mean, did I do something last night only to check and see that
9:46
not only that I recorded, I have shared the thing.
9:48
The thing is now live. So to go be the glory, I didn't
9:52
castigate myself. I didn't say anything useless.
9:55
So all is well. Bosha, please, entrepreneurs,
9:59
it's not a good idea to be working while you're tired.
10:02
If you're tired, I beg, just close your laptop or close your
10:05
whatever and then go and sleep before you do something, make
10:09
really make a mistake and then release it to the world and then
10:12
cause yeah, for yourself. So yeah, yesterday was the
10:16
second time in my life that I did something.
10:19
And then I woke up and I'm like, what just happened?
10:22
Was it a dream? I mean, it was real.
10:24
Did I do this thing or I didn't do this thing?
10:27
So please don't work well tired because if I woke up today and
10:30
what I recorded was rubbish, I would have tarnished my
10:34
reputation. People would have said this guy
10:36
is useless or this guy started smoking something.
10:39
All right now, why should you be sharing content on social media
10:46
like you're a maniac, like you're mad?
10:48
This is the reason why they be frank with you all the reason
10:52
why you should share like you're mad on social media.
10:54
Share, share, share, share hasn't just be sharing anyhow.
10:58
The reason why is because so much content is produced on a
11:01
daily basis that you don't have a reasonable chance of being
11:04
seen. Let me repeat it.
11:06
Let me slow it down. People are producing so much
11:08
content. You don't stand a chance of
11:11
being seen if all you're doing is you're just posting once a
11:13
day or once a week. I told my wife that this
11:17
morning. I also told this other
11:20
entrepreneur who is based in Orca, who's doing real estate,
11:23
you know, he targets Nigerian in diaspora.
11:28
This once a week you're doing that, you think is it not too
11:31
much? Nobody is seeing you, Nobody.
11:34
So this is my guy, good content being real, no forming, laying
11:40
it down in a mother tongue in Igbo that look if you want to
11:44
buy land in Orca, this is the way forward.
11:48
One like 2 like 3 legs, 4 like and of course you know how
11:52
things are on Instagram now once you post it on that day and the
11:57
thing goes down in the timeline, you know the chances of people
11:59
seeing it again are 0. So that means all that time and
12:02
effort that you put into creating this content, that was
12:05
it 5 people saw it, you know two people gave it like then that's
12:10
it. Nobody see it again.
12:13
Too much content is being created and you have no chance
12:15
of being seen. Now I did some research.
12:18
Please go on validate. I say validate.
12:21
Go on verify. Go on, verify.
12:23
So you see, I'm not giving you fake news.
12:26
Roughly 402,000,000 terabytes of data are created and consumed on
12:32
the Internet every single day. Not every single week, not every
12:37
single month, not every single quarter, not every single year,
12:41
every single day. By the end of today, as you are
12:45
listening to this podcast, 402,000,000 terabytes of data.
12:52
That's the amount of content that is being created.
12:55
Go and verify it to be sure that I'm not telling you lie.
12:58
Even if I'm telling you lie and I'm off, my figures are off by
13:02
let's say 1/4 and it is only 100 million terabytes of data that
13:05
is being consumed and produced every single day.
13:08
Even that is much. That is what you are competing
13:11
with all right now because it's just you and because you're just
13:18
looking at your own handle, you're thinking, if I shared 10
13:20
times today, that is much. Now you're forgetting the fact
13:24
that the other people on social media, they're trying to promote
13:28
their businesses or they're trying to cause confusion or
13:31
they're trying to posture, they're trying to live their
13:34
best life on screen because they're trying to prepare people
13:37
and or whatnot. And then of course, scandal is
13:39
happening, conspiracy theories are going around, all sorts of
13:43
stuff is going down. This your one post a week.
13:46
Nobody is seeing it, Nobody. Too much content is being
13:50
produced. You don't have a chance of being
13:53
seen if all you're doing is posting once a day.
13:56
Not to talk of people who they mean well for you, but they'll
14:00
tell you that if this once a day is too much now, just post once
14:04
a week. Now.
14:05
My wife didn't get it and then I asked her, all right babe, when
14:09
last did you see my post on LinkedIn?
14:14
You see what I'm saying? For those of you who follow me
14:16
on LinkedIn, even better, you know that you're following me on
14:19
LinkedIn. And ask yourself, when last did
14:22
you see my own post on LinkedIn? Even though I'm sharing close to
14:26
10 times every day, I'm sharing like a madman.
14:29
For those of you that are following, think about it.
14:31
When last did you see any post from me?
14:34
But you know that you're following me, some of you.
14:36
We've even exchanged messages on LinkedIn.
14:38
When was the last time you showed me of my posts?
14:40
That's my point exactly. So much content is being
14:44
produced that even when I'm trying to pump out like 10 a
14:48
day, I don't stand a reasonable chance of cracking through in
14:51
the Nigerian market until I put some money behind my posts.
14:57
Now, when I start using paid social media strategies ahead,
15:00
different the game. Go Elevate will be a different
15:05
thing. I'll be giving Zuckerberg and
15:08
the good old boys who own LinkedIn, I'll be giving their
15:11
money. Then don't follow my
15:12
instruction. If I tell them take this post
15:15
and show it to 500 million Nigerians, they'll say yes Sir,
15:19
because I paid and they'll show 500 million Nigerians.
15:23
So until I pay and they follow my instructions, I have to share
15:29
like a madman to get through all the noise that is going on on
15:33
social media today. Now here's something that,
15:37
excuse me, you guys know, but you haven't really thought of
15:42
like you haven't clocked it yet. Social media platforms, they are
15:46
a business now because Zuckerberg has more money than
15:51
us. You forget that at the end of
15:52
the day, he's he's still a man as a young man, the guy don't
15:55
marry you don't you guys don't get picking.
15:56
So school fees, pension, blah, blah, blah, blah.
16:00
It is a business. He wants to put something in his
16:03
pocket and he has stuff to pay. So they're trying to generate
16:06
money from us because of that. Zuckerberg and the other boys,
16:10
they want us to pay for exposure on social media.
16:14
Because of that, they cap our organic reach.
16:18
Your organic reach is limited. Some of you look and say, ah, I
16:21
guess 77000 followers on LinkedIn.
16:24
You feel as if every single time you post, 7000 people have seen
16:27
it is a lie. 7000 people did not see your post.
16:32
I have about 3500 people following me on LinkedIn.
16:36
I can tell you first hand if anybody says that, oh, you're so
16:41
lucky, 3005, that means 3500 people see your post.
16:44
Every single time you post, my friends, it is a lie. 3500
16:49
people are not seeing it. I want to go and do some
16:51
research and again, please go and verify for yourself so that
16:55
you see that I'm not telling you lies even if I'm telling you
16:57
lies. And all these figures are off by
16:59
half, half, half. You still see that it's kind of
17:02
like a big problem. So on your LinkedIn organic
17:06
page, 20 to 30 people on average are saying what it is that you
17:12
post. Because remember, Zuckerberg,
17:15
them are the owners of LinkedIn. They want you to pay for
17:17
exposure. So they cap your organic reach
17:22
so that if you want more people to see, you have to go and pay.
17:25
Like I told you, if I'm tired of getting small, small reach and I
17:30
go and meet LinkedIn, I say LinkedIn show my content to 2.5
17:34
billion people. If I pay for it, they'll say yes
17:38
Sir. And then they'll show it to 2.5
17:39
billion people because I paid. Until then, it doesn't matter
17:44
how I post like a madman, they will cap my reach on social
17:48
media. So for now, on LinkedIn, some
17:51
people say 20, some people say 30.
17:53
So if you're like me and you have 3000 followers and you
17:55
think every single time you post 3000 people see it, No, take
17:59
that 3000, then cut it into 55. Equal parts on the best day.
18:04
That is what you expect. Only 20% of people are seeing
18:08
it. Let me flesh it down.
18:11
If you have 1000 followers on LinkedIn on a good day, 1000
18:16
followers on LinkedIn, LinkedIn, listen to me clearly you post
18:19
something now on a good day, if everything works well for you
18:23
that day, you are lucky. Expect maybe 300 people to see
18:27
it. Max 300.
18:30
Even though you have 1000 followers for Instagram reuse,
18:34
it's about 7 to 10%. In other words, if you have 1000
18:39
followers, OK, no, that's too big.
18:41
Let me not show that I don't know maths.
18:43
So 7%, seventy 10%. So in other words, for every
18:48
time followers you have on Instagram, you post a real
18:52
expect one person to see it. For every 10, expect only one
18:56
person to see it. For Facebook pages, it's about
18:59
2% to 5%. So if you have 1000 fans on your
19:04
Facebook page and then you put a post on your Facebook page,
19:08
you're thinking that people see people see it is a lie.
19:12
Post under 1000 expect only 20 people to 50 people to see the
19:18
thing you put on your Facebook page except if you boost except
19:21
if you pay. Can I see what I'm saying These
19:24
boys want us to pay for using these services.
19:27
So because of that they will cap our reach for Twitter.
19:31
Some people say around 3%. So those of you that are happy
19:34
that you have 10,000 followers on LinkedIn, I say LinkedIn on,
19:38
on Twitter, on X, you should think again that you have 10,000
19:45
followers on Twitter. Well, anyway, it's only 3% then
19:51
for LinkedIn, if you have a company page is even worse.
19:54
What I found online is like about 2.5%.
19:57
Well, like I said, verify this information please.
20:00
But the summary, what I'm trying to say is that every single time
20:02
you post, not everybody is seeing your post.
20:05
Not everybody is seeing your post.
20:06
And in case you haven't noticed, I'm using the example for those
20:09
of us who have thousands of followers.
20:12
So you that doesn't have thousands, you have hundreds of
20:14
followers. Think of how poor.
20:18
Your reach is. Now you understand why when you
20:22
post on LinkedIn you only see two legs.
20:25
Can you see the mathematics now? It's not that your content sucks
20:30
per SE, is that the reach is being capped.
20:33
So you have 100 followers. You don't even stand the chance.
20:38
What reasonable chance do you have?
20:41
So your LinkedIn you have 100 followers only 20%.
20:45
OK, no one is not even bad self because you post you have 100
20:49
followers at least 20. You see if you're on Twitter and
20:53
then you only have 100 followers on Twitter and then you post now
21:01
it's roughly about 3% only three people you see hope you guys see
21:07
the math now. I hope you understand now why
21:12
your social media is not moving the way that you you want it to
21:15
move. Unfortunately, this is just the
21:17
math. Zuckerberg and Co, they want us
21:20
to pay. So for those of us who are not
21:24
paying, post like a madman. For those of you who are paying
21:28
or relax is not a problem. If I had the money now, it will
21:31
not be a problem. All I have to do is tell
21:34
Zuckerberg them that look, take my content and show it to 5
21:38
million Nigerians today and I will pay and I'll get the
21:43
results I'm looking for. Then social media is now more of
21:48
like an interest thing. The algorithm.
21:51
Algorithm is trying to show people things that they're
21:53
interested in. But now The thing is this,
21:55
unfortunately, algorithms need plenty of data points, data
21:59
sets. So what that means is for the
22:03
algorithm to even know whether your content is interesting, you
22:05
have to show it to a couple of people.
22:07
But remember that the reach is being kept from the beginning,
22:11
so if you're not sharing like a madman, how will the social
22:15
media algorithms know that what you produce is interesting in
22:18
the 1st place so you can even show it to other people?
22:21
If you're only posting once a week or once every day, you're
22:25
not given the algorithms enough data set to know whether your
22:28
content is on fire or your content is rubbish.
22:33
Think about it, you're barely posting.
22:35
The algorithm is there to recommend to new audiences, but
22:39
you're not putting enough for the algorithm to know is this
22:41
thing good or not good. So again, if you're using paid
22:49
social media strategies, paid as in you're paying the platform
22:53
money. Ignore what I'm saying.
22:55
If you are not paying the platform money.
22:57
Post like you are mad. Post like you are insane.
23:03
Share like a maniac because you think you're oversharing, but
23:06
nobody is seeing you. Nobody is seeing you.
23:13
I finished from the University of Aberdeen.
23:15
Some people created a group. I was now sent.
23:18
I said now send a message to somebody.
23:20
Like how far would this group now?
23:21
Like what's going on Then from when we're chatting back and
23:23
forth, the person was saying that oh, how far this other UI
23:27
media be this it is. Can you imagine?
23:31
I post every single day. I post 10 times every single
23:34
day. I have this podcast, I have over
23:37
1300 episodes, but yet people who are in my network, people
23:43
who should know my guys still don't know what I do.
23:47
This is the level of shame that I'm talking about that we should
23:49
be doing you just as you know, because you're posting once
23:52
every day or once every week. In fact, those of you who post
23:56
once a month, you're not serious.
23:57
I'm not even talking to you guys.
23:58
You should just go. You're annoying me.
24:00
Just be going. You're not serious.
24:04
So you think you were sharing like a maniac.
24:07
People still don't know you exist.
24:09
They don't. Now when I talk like this, some
24:12
people think I'm being dramatic. But I was listening to Gary
24:14
Vaynerchuk the other day and in the video he said by show of
24:17
hands here, how many of you don't know me?
24:18
And then he said, well, everybody on light on light, let
24:22
let us see. Look around.
24:23
Half the room didn't know him. He has been producing content
24:28
since since when? Like 20 something years now.
24:35
And he speaks on international stages.
24:37
He wanted to prove a point that, oh, you really think that you're
24:41
over sharing, That you're overdoing and everything.
24:43
It's OK. No problem.
24:44
Me, Gary Vaynerchuk. I'm a loudmouth.
24:46
I'm on stage now. Let's run this experiment.
24:49
How many of you here don't know me?
24:50
More than half of the people put up their hands.
24:55
You think you're over sharing? Nobody's seeing you now.
24:59
Let's get real again. I'm talking to people who are
25:03
not paying. If you are paying Zuckerberg and
25:07
all these other platforms, that's not a problem.
25:09
You know, go ahead, keep on paying.
25:10
It's not a problem. This is what people who don't
25:12
want to pay for growth on social media.
25:15
If you don't want to PAYP how you make money on social media.
25:20
There's an old model adap Aida, the same one that they taught
25:25
us, you know, for those who did their business studies in
25:27
secondary school, the same 1 Aida that is attention,
25:31
interest, desire and then action.
25:35
How you make money on social media is attention, interest,
25:38
desire, action. So for those people who are
25:41
paying, they pay for the attention.
25:43
They go and say Zuckerberg one name, show my stuff to 1 billion
25:49
Nigerians and then they pay accordingly.
25:52
That way they generate attention by paying.
25:57
Now if you're not going to go and say Zuckerberg one name,
26:00
collect my money and show this post to all these people.
26:04
If you are not paying, how are you going to get this attention
26:08
when they have kept your reach to 2 to 3%?
26:12
For those of us who are LinkedIn, on LinkedIn, we're
26:14
we're lucky at least 20 to 30% of our people are seeing us.
26:20
Where will you get this attention from where you only
26:23
have 1000 followers? They have kept you to 2 to 3%.
26:26
So on every single day you post, if my math is correct, thank God
26:30
my children don't listen to this podcast will say that you don't
26:32
know math. So if it's 1000 and then you're
26:36
captain 2%. So that is what that means 20 to
26:41
30 people will see that post on a good day only 20 to 30.
26:46
How do you think you're going to get attention?
26:49
Which attention are you getting from 20 to 30 people that you
26:51
think will help you grow your business?
26:53
Which it's not as if the 20 or 30 people that will see it is
26:57
not as if they are your ideal audience and they are ready to
27:00
buy. Now, how you make money on
27:03
social media is the same formula that they taught us in secondary
27:07
school business studies. For those of us who schooled in
27:09
Nigeria, you don't need to go to Harvard to learn some of this
27:12
stuff. Aida, attention, interest,
27:15
desire, action. First of all, we need to get
27:18
attention. We have to capture people's
27:20
attention and what I've said right now, my dear friends,
27:24
unfortunately you are not capturing any attention by
27:27
posting once a week or sharing once a day.
27:29
You are not capturing any attention.
27:31
Now those people who say social media is a marketplace, do you
27:34
think they're confused? They know what they're saying.
27:37
Social media is a marketplace. The last time you went to the
27:42
market, whether or Taco market or Balogo market or Onisha
27:46
market or whichever market, and you wind up market, hear all
27:49
that noise. If you want people to stop and
27:52
pay attention to you, is it by talking normally that you get
27:54
the crowd to pay attention to you because it's on a computer?
27:59
You know, we don't hear, you know, it's not represented as
28:02
sound. But think about it, only a
28:04
market with Taco market, Garricky market, Boko modern and
28:08
market modern market, any market at all.
28:10
Just go there, listen to that sheer amount of sound and then
28:13
wonder, OK, if I want to breakthrough this noise, how
28:16
will I breakthrough? When people say social media is
28:18
a marketplace, it's the same thing.
28:20
It is a marketplace. You make money from social media
28:24
by Aida Attention, interest, desire, action.
28:28
Before you even get to interest. Are they interested?
28:30
D Is somebody desiring me? A.
28:32
How can I get them to take action?
28:34
The first thing is we have to capture their attention.
28:39
So either pay for the attention or start sharing like a mad
28:42
person. Now, is there such a thing as
28:45
oversharing? Because yes, you know, my mom,
28:48
like I told you, she studied PR and she was in school.
28:52
Her master's program was 8080 something.
28:57
I can't remember Sure. You know, we're still in
28:59
diapers. Back then was too small.
29:00
OK, well, I was going to diapers.
29:01
My brother was in diapers. So yes, in those days, there was
29:05
something like oversharing because the channels were
29:08
limited in Abuja, there was only NTA.
29:11
Abuja and NT Abuja did not start until 4:00 in the evening and at
29:16
4 in the evening, we watched Sesame Street and I can't
29:18
remember what else. By 5:30 they started sports.
29:22
They will now run outside and play.
29:23
Uncles who go and be watching Rashidi Arkini and you know or
29:26
what not. Then you know, go and play, you
29:28
know, do what kids used to do back then, you know, get lost in
29:31
the Bush, step on broken glass, you know, jump off trees, play
29:36
football, you know and all the fun stuff that we used to do, go
29:38
and set fires behind the back of the house.
29:40
You know, my children say that the 80s were wild and I tell
29:43
them no, no, no, the 80s were not wild.
29:45
Was just, was just a different time.
29:47
But it's not wild. There's no wildness.
29:50
We just had room to experiment. So there was only NTA in Abuja,
29:56
it started at four and he closed by 10.
29:59
So yes, those of you who are used to 24 hours TV, that's not
30:03
how Nigeria has always been. It was a time when TV used to
30:06
open at 4:00 in the evening and then we close at 10 with the end
30:11
of network news. In fact, on a Sunday, Frank
30:14
Elysee show will close at 10. Sunday, Sunday special, Sunday,
30:17
Sunday, jump up Frank Elysee. There was only one channel.
30:23
So of course, if you're on the news at 4:00 and you're on the
30:26
news at 5:00 and you're on TV at six and TV at 8, OK, that's a
30:31
bit much. People be bored of you because
30:33
then there was only one channel in marketing was the same, only
30:36
one channel. Lagos was kind of modern back
30:40
then because they'd had plenty channels.
30:42
There was NTA 2 Channel 5, then there was NTA Channel 5.
30:47
Then there was a OGTVI think that's all go on state TV or
30:50
something. Then AIT Africa independent
30:52
television, then channels TV but even then that channels TVAITVI
30:57
think that was more towards like the 90s.
30:59
You know, we had become teenagers then.
31:02
So if all of those TV stations feature you and hey, it's too
31:07
much, people be tired like I not only you but that was back when
31:12
the channels were limited. Now we are in 2026, we are in
31:18
what, 2026 radio stations in Lagos, How many 30 something
31:23
radio stations in Abuja, Harmony 20 something, that's radio
31:26
station now, TV stations coming up all the time.
31:29
Apart from that, everybody now has DSTV then while carrying
31:33
mobile phones and then we're all following different influencers,
31:37
subscribing to different people and like the channels are
31:40
plenty. The channels are mad.
31:46
The channels are mad. For you to dominate now, it's
31:50
hard work. It's hard.
31:53
So you're afraid of oversharing. It is hard to overshare.
31:58
It is hard not for reasonable people.
32:00
I mean like you and me who don't like going on social media and
32:03
doing crazy stuff because actually if I want to trend
32:07
because I was at a session with a bigger businesswoman, this was
32:12
it was a long time ago, I think maybe like 2 years and somebody
32:15
was complaining. One of ladies was complaining
32:17
that it's hard to trend on social media.
32:18
And then one of ladies laughed at the same idea.
32:21
If you want to trend on social media, you know, you need to do
32:23
everybody started laughing. She said I don't understand.
32:26
She said be asking me now and then people are laughing.
32:29
For those of you who understand, you understand.
32:32
So for those of us who are not willing to go to this length
32:37
just because we want to blow on social media, it is hard to
32:41
overshare with all the information that I've given you.
32:47
It takes a lot to flood social media.
32:51
You're talking over sharing. OK.
32:52
Are people tired of Kim Kardashian yet?
32:55
How long has she been sharing? I don't know where she started,
32:59
but since I've known my wife, Keeping Up With Kardashians, you
33:02
know, blah, blah, blah, all those things.
33:04
I would say the Kardashians have been at this for at least a
33:06
decade. Are people tired of them?
33:10
Can you do more than Kim Kardashian?
33:12
Taylor Swift? Don't call.
33:15
Can you do more than Taylor Swift?
33:16
Mr. Macaroni, uncle, the guy existing on dropping videos.
33:20
People tired of Mr. Macaroni and people tired of Brain daughter.
33:24
Yes, that time I come because you know that one is a matter of
33:26
trends. But I'm just trying to tell you
33:29
to over share is hard. In fact, nowadays the struggle
33:35
is not the concern is not whether you're sharing or over
33:38
sharing. Nowadays, the concern is how do
33:39
you stay relevant on social media?
33:41
Let me ask you a few questions. Who here remembers Tonto DK?
33:46
Who here remembers Genevieve? Who here remembers G Mike?
33:50
That's the concern. Nowadays, how do you stay
33:52
relevant on social media? Not whether you'll be sharing
33:55
too much. I need to pry it down my base.
33:59
What I'm just trying to say is that look, don't worry too much
34:01
about oversharing, worry about staying relevant, worrying about
34:04
getting attention. Right now, you are irrelevant.
34:06
You're not even in the conversation.
34:07
Nobody knows you. They're talking about
34:09
oversharing like who knows you who?
34:14
Nobody. Social media, it thrives on
34:20
trending content. And unfortunately for us, for
34:23
those of us who are human beings, because, you know, I
34:26
would never do anything scandalous.
34:28
There's always a trend, there's always a scandal, there's always
34:30
a new meme, There's always, you know, something, something,
34:32
something. So The thing is, even if I try
34:35
to flood everybody's timelines like I do by posting 10 times a
34:38
day, some petty thing always comes up.
34:40
And then before you know it, see me see this beautiful content
34:43
I'm putting out. And then before I know it,
34:45
people be on Instagram to be sharing memes.
34:46
And I'm like, what is wrong with you people?
34:48
I'm dropping good, valuable content like this.
34:51
Share this thing instead. People are sharing Tuesday
34:54
challenge and this this, this meme that, that meme that, that,
34:57
that this, this, this. So can you overshare?
35:04
Yeah. Before, when there was only 1
35:06
radio station in town and one TV station in town.
35:10
Now there are 10 TV stations in town.
35:13
There are 20 radio stations. People are not even watching the
35:16
TV and the radio. Then there's social media and
35:19
our attention is even bifurcated even more our subscribe to
35:22
different things on YouTube and then DSTV and to overshare.
35:28
It's it's hard if you've overshared on social media, Oh,
35:31
congratulations, you've been able to do what most of us can
35:35
do. Reach out to me.
35:36
Let me know how oversharing hurt your brand.
35:39
But anyway, let me move on. It's already 30 minutes and I
35:49
put it OK, how do you grow organically on social media?
35:54
I already hinted at that Aida very easy.
35:58
Those also studied those of you who are arts students, those of
36:01
you who are science students. Sorry your teacher didn't teach
36:03
you this. So that's all the benefits of
36:05
studying arts. So those also did the business
36:07
studies are teacher taught us Aida attention, interest,
36:12
desire, action. So to grow on social media, if
36:16
you are not using a paid social media strategy, I'm repeating
36:20
again, I don't want anybody to quote me out of context.
36:22
If you are paying for the attention, right, no problem,
36:25
then ignore the rest of this. So for those of you who don't
36:28
want to pay Zuckerberg, you have to get attention.
36:32
You get attention by creating relevant content.
36:34
Relevance just means relevant and valuable just means what
36:38
people want, what people want to see.
36:40
Now you do that either by educating people or entertaining
36:43
people. Now, I've been very vocal on
36:45
this podcast, so no need to flog the matter again.
36:48
But I've been very vocal that, look, entertaining is hard.
36:52
You're either funny or you're not.
36:54
OK, well, it's a skill that can be learned, so you either go and
36:56
learn it or you're not. But this entertaining thing is
36:59
hard. So just focus on education and
37:02
you'll be all right. If you are a funny person, if
37:06
you're an entertainer, your mom's would have already told
37:08
you, Pop's would have already told you, your spouse would have
37:10
already told you. So far, nobody has told you that
37:12
you're entertaining. So stop going on social media
37:14
and trying to be entertaining. Just show up and educate people.
37:16
That's what I'm doing. I'm not trying to be a comedian
37:18
here. For those of you who think I'm
37:20
funny, it's a side effect. I'm not trying to.
37:22
I'm trying to educate people here.
37:25
So attention, try and get attention by educating people,
37:28
by answering questions that people have in your space.
37:33
So that my guy now who is creating content on social media
37:36
targeted at Nigerians in diaspora, he's answering
37:40
questions in Igbo, He's going to sites in Orca and the different
37:45
local governments around and he's answering people's
37:49
questions either in DMS or whatever in the language that
37:53
they know is not the kind of thing that will catch on that
37:56
all of Nigeria will subscribe and follow him.
38:00
But for the people who need it, this will be valuable content
38:02
for somebody who is in Michigan right now thinking, oh, I just
38:06
did naming ceremony for my son will be nice if I have something
38:09
at home for him. So that maybe by the time maybe
38:11
he's 10 or 15, we don't know if The thing is valuable, we can
38:14
sell it, you know, something, something for that kind of
38:17
person, create the content that is valuable to them.
38:24
Then when we create content on social media, because remember,
38:30
we're trying to get money, that's our own social media.
38:33
So it's not just enough to get attention, but in getting
38:35
attention, we want people to raise their hands.
38:39
We want people to identify, we want people to engage.
38:41
We want people to do something to show that they might be
38:43
interested in your product or service.
38:45
And this is the reason why we need the numbers.
38:47
If your reach has been capped to 2 to 3% and it means that only
38:51
five people are seeing it every single day.
38:53
I mean from 5 people, let's be real here, how do you think
38:57
you're going to tease sales out of five people?
39:00
It's not as if everybody is interested in your product or
39:03
service all the time and is currently in the market.
39:06
If only 5-5 people, 1010 people are seeing your post everyday,
39:09
let's be real, you will get some sales, but it's not the kind of
39:12
sales that you're looking for. It's not the kind of money that
39:14
makes your mouth water. 55 people saying it every day is
39:17
not going to cut it because from those five, you want people to
39:20
raise their hands to say that they're interested.
39:22
You want people to slide into your DM and start asking you
39:25
questions. You only five people are seeing
39:27
your post every single day. You're not going to get any
39:31
action in DM You're not. So you have to be putting out
39:38
contacts. You have to be putting out
39:41
content that is valuable to people.
39:43
And they were trying to raise get people to raise their hands.
39:46
So I'm going to put some some calls to action there so that
39:50
people can slide it to the DM or so they can comment or so they
39:53
can, you know, stop shop. But the ultimate is we're trying
39:56
to get people into the DM. That's how we're going to make
39:58
money on social media. We're going to make money on
40:00
social media. When people start sliding into
40:02
your DM, that's where the money is made.
40:06
When people start sending you private messages on LinkedIn.
40:09
Now I'm interested, how much are you available?
40:12
When you're in Instagram and people start sliding in, Oh boy,
40:17
this thing is nice. So do you have it in black?
40:19
Do you have it in white? Madam, do you make this thing
40:22
with fondant or do you make this thing with sugar icing?
40:25
When people are in your DM, that's where the money is made.
40:28
So we're not just putting out all this content for the sake of
40:30
putting content. I'm not just saying post like a
40:33
madman for the sake of posting like a madman.
40:35
I'm saying post like you are mad, like you are a maniac so
40:38
that you can get some attention from the attention.
40:41
Calls to action get people to raise their hand.
40:44
We'll try and get people to engage or to slide into Adm.
40:47
It is from the DM. Excuse me, that we stand a
40:50
chance of making some money. And it's not as if everybody who
40:53
slides into your DM is going to give you money.
40:56
Can you see the reason why we now go back to posting like in
40:58
Batman? Because the more people that you
41:00
have, the better. The more people that you have,
41:02
the better. The more people, the more
41:05
engagement. The more engagement, the more
41:07
people slide into the DM. The more people slide into the
41:10
DM, the more we stand the chance of getting paid.
41:12
If only one person is entering your DM every single day, you
41:16
will close some sales. But it would be better if five
41:19
people were showing up in your DM everyday, or 10, or 20 or 30.
41:26
So OK, 45 minutes. Let me bring this into a close
41:30
summary. Share like a maniac because
41:34
we're trying to start conversations on social media.
41:37
The reason why we're trying to start conversation on social
41:39
media is because we're trying to grow our sales.
41:41
So I'm not saying share for popularity's sake.
41:44
The reason why Kardashians, Keeping Up With Kardashians, the
41:47
reason why they are still on TV. My wife was the first person I
41:51
met who that I know who watches the Kardashians and Kardashians
41:55
are still on TV. The reason why they're on TV and
41:57
the reason why they're on Instagram and the reason why
42:00
they're on wherever they are. It's not because they don't have
42:02
work. It's not because they're bored.
42:05
It's not because they're silly. It's because of the almighty you
42:09
go. It's because of that dollar
42:12
dollar they're chasing dollars. That is why they're still on TV
42:16
when they do something outrageous.
42:18
They know what they are doing. The more whatever, the more
42:22
engagement and then people start to slide into the DM and then
42:26
before you know it, influencer deals and then they're making
42:29
money taking a Commission or something.
42:32
Or they create their own products.
42:33
Like when she created her own. What do you call this in this in
42:36
their use, the woman used to snatch themselves.
42:39
You know, you put on your stomach, it's like rubber band.
42:41
Then you snatch when I give you Figure 8, you know that is why
42:46
they are there. So share like a maniac.
42:50
Start the conversations on social media.
42:52
Grow your sales. Again, for those of you who say
42:56
once a week, if you're a full time employee, I understand
42:59
perfectly well. You know, just like my wife, you
43:01
don't understand the nature of the game.
43:04
Eventually when you start transitioning into business, you
43:07
see, you understand what it is that I'm saying share once a
43:09
week. Nobody knows.
43:11
If you don't believe me, think about it.
43:13
Let's say you work full time. You work for Zenith Bank, but
43:15
you've always had this idea that you want to sell human hair.
43:17
OK, no problem. Buy your first batch of human
43:20
hair, but only post once a week. After a month, come back and let
43:23
me know what's up. You started your human hair
43:26
business, but then you only put 4 posts in one month.
43:29
Come back and tell me how many sales you've made.
43:30
Then you understand what I'm saying.
43:32
If you're posting once a week, you have not started.
43:37
Those of you who are posting only once a month, in fact, I
43:41
just leave the room right now. Leave the room, leave the room,
43:43
go to the principal's office. You don't even stay here, just
43:46
go leave. Anyway.
43:51
For those of you who are tired of creating content every day,
43:54
this is a strategy that I use that you can try.
43:57
I can't remember the guy's name. Anyway, American guy.
44:00
He what he likes to say is post once and share forever.
44:03
That's what I do. I create contents only once.
44:09
This thing I've created today, this podcast episode, I've
44:11
created it only once, but guess what?
44:14
This podcast episode, I will share it until the day I die or
44:19
until this podcast no longer serves my purpose in a business
44:21
sense. So I create once and I sell
44:23
forever. So for those of you who wonder
44:26
how can this guy be on LinkedIn 10 times a day?
44:29
That is how I can be on LinkedIn 10 times a day because I have
44:33
over 1300 podcast episodes. Is that simple?
44:38
So you say easy for you? It was not easy.
44:41
It was part of the plan from the beginning.
44:43
Now what I did was first of all, I started making the port the
44:46
podcast episode 11111. And I thought to myself, if I'm
44:51
sharing the same podcast episode over and over again, those are
44:53
this guy, no gear waiting in the talk like he has nothing to say.
44:56
So I was patient. I said when I reach 100 I will
44:59
start. And my plan then I think was to
45:01
share 3 episodes every day. And I think the rationale was
45:04
that if I share 3 episodes every day, I can't remember the math,
45:07
please, I'm just running from memory, I think was at 100
45:10
episodes, 100 and something episodes.
45:12
If I share 3 every day, I'll be able to share for the whole
45:16
month and it won't be until one month before somebody sees the
45:19
post again. And I was thinking, OK, after
45:21
one month, I'm sure people have forgotten.
45:25
I found actually there's a lot shorter.
45:26
I think it's more like one week, Whatever it is that you,
45:29
basically you, you share this week, By the time you share it
45:31
next week, people are forgotten. People are forgotten when it has
45:37
the math. I did answers then that's what
45:39
I've been doing. I've been re sharing over and
45:41
over and over again. Once I hit I hit 100 yeah, I
45:44
started posting. I said trying to post 3 AD at
45:51
least by next month they would have forgotten that this thing
45:53
I'm sharing actually shared it last month.
45:57
So consider that share once. I say share once, create once,
46:02
share forever. Some people say create once and
46:04
then repurpose. So what they do is they create
46:06
one piece of content and then instead of creating something
46:09
new the next time, they go back into the content repository.
46:16
And then they look for older posts that perform well.
46:20
And then you say, OK, this idea worked.
46:22
OK, let me take this idea and let me Polish it up and then
46:25
release it again. Let me change the text and then
46:28
post it again. Let me change the image and then
46:30
post it again. If it's an audio, OK, let me
46:32
keep this beat and then make a comment.
46:34
So now show how I've changed my mind.
46:37
So for those of you who are wondering now how can I be on
46:39
content, You know, so on content on social media every day, you
46:43
know, blah, blah, blah. These are some of the tricks.
46:45
So for me, I've picked a stand. I create once and I share
46:50
forever. But for those of you who are
46:54
still thinking about oversharing to make this impractical, do it
47:00
this way. Let's let's run this experiment.
47:03
The listening to me for the first time.
47:04
You're not convinced. OK, cool.
47:06
Go follow me on LinkedIn. Of course I'll reach out to you.
47:11
You know, I chat to to to everyone.
47:13
Then over the course of the next one week, just reason it.
47:19
Just look. See how many times you have seen
47:22
my post and then remember that I'm posting on average 10 times
47:27
every day. It is then it will shock you how
47:31
small your reach is. The trial will convince you, not
47:35
confuse you. So that's it.
47:37
And that's all. Thank you very much for
47:38
listening today. Then remember, if you'd like to
47:41
connect, you can call, send me a text message or WhatsApp message
47:45
on 08064662140. Let's see what else, OK,
47:51
Subscribe to the podcast, share it if you're getting any value.
47:54
You can connect with me on LinkedIn as well, especially if
47:56
you want to try out the experiment that I'm recommending
48:00
to see how limited ones reach can be there.
48:03
For those of you who are thinking of getting into
48:06
business, you're not sure which business idea to start, reach
48:09
out. I'll put together something that
48:11
should make your plight a whole lot easier so that we can select
48:14
the right idea and apart from that, OK, As we select the right
48:22
idea and we validate it, we make sure that there's some demand
48:25
there and that people are willing to pay well for your
48:28
product or your service. Then after that, we create a
48:30
selling system. So thank you very much for your
48:32
time and attention. I will catch you all some other
48:34
time.