Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Content Marketing for Crypto: Building Trust & Driving Sales in Nigeria

Transcript

Content Marketing for Crypto: Building Trust & Driving Sales in Nigeria · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

0:01
Hello and welcome to the show. Today's episode is being
0:04
recorded at my desk and the kids are home, so expect to hear some
0:07
noise in the background. Now, the goal of this show is
0:10
free business education, so Please remember to share,
0:13
promote and talk about the show so that people in Nigeria and
0:16
abroad can benefit from the discussions on the questions
0:19
that we tackle over here. Now, listener participation is
0:23
strongly encouraged on this podcast.
0:25
So please call SMS or WhatsApp me on 08064662140.
0:32
The country code is +234. Again, the number is
0:35
08064662140. Today, I want us to look at
0:42
content marketing as a tool for getting customers and we're
0:46
going to use as a case study. We're going to use crypto Bros
0:49
and crypto babes. I'm not sure you know what the
0:53
female equivalent is. You know, I hear about crypto
0:55
Bros all the time, but so I've just been up the time.
0:57
So the case study is going to be crypto Bros and crypto babes.
1:02
The reason why is because if I remember correctly, I think my
1:05
last listener interaction was at the last podcast episode that I
1:10
recorded was the one where I was talking to a listener of the
1:15
show and and he was a crypto and currency trader and he wanted to
1:18
know how to get people to buy beyond their budget.
1:21
And I think that's the episode where I went into detail about
1:24
how sales is not about convincing people to do
1:26
something, but rather it's about looking for people who already
1:29
have pre-existing motivations who think that there's a
1:32
problem. And then it's just a matter of
1:34
aligning our own product or service to show that what we
1:38
have can help them solve that problem.
1:39
So that's a more helpful and useful, useful perspective that
1:45
we should have. So during our session, if you
1:50
remember the episode, if this is your first time listening to the
1:53
podcast, then after you're done listening to this, just skip
1:56
back one or two episodes. Listen to that, and then you
2:00
should get some more perspective on some of the things that we're
2:03
talking about here. So during our session, he agreed
2:06
that he needed a longer sales funnel.
2:08
That was a suggestion that I made and I also suggested that
2:11
he should incorporate elements of education into it and
2:16
relationship building so that way he could better nurture
2:19
people into buying or into investing time and money into
2:22
his own products. Now for those of you who are
2:25
listening for the first time watching sales for Nil, OK,
2:29
fancy time. But basically, it just means any
2:32
means of communicating with people or building relationships
2:35
with a huge number of people in the hopes that a few of them
2:39
will buy from you at a future date.
2:41
So before the advent of the Internet, if Johnson and
2:46
Johnson's, for instance, released a new kind of diapers
2:48
and they threw it out on TV, the hopes was that who knows, maybe
2:55
a million people will see it, but out of the million that sees
2:57
it, maybe certain numbers of parents or something like that.
3:00
And then, you know, you throw it out, a million people see it and
3:03
then maybe 20,000 people buy. So just think of that sort of
3:07
concept, but now applied to the Internet where deliberately
3:10
you're putting content out there to attract people so that the
3:13
more that they engage with it, the more that they get
3:16
interested, the more that they read, the more that they
3:18
participate and the more that they walk with you at the end,
3:24
at the end of everything, the stages that you've designed, a
3:26
few of them will end up buying. Now it's called a funnel just
3:29
because if you draw it out on a sheet of paper, it's called the
3:31
funnel because at the beginning, whatever ideas that you send
3:34
out, 2 million people will see it.
3:36
And then maybe they take the next step 800,000 people and
3:39
then maybe the next step 500,000 people and then the next step
3:42
300,200 thousand 100,000. And then eventually, you know,
3:46
maybe 1000 people will buy or something like that.
3:49
So that is a funnel. Now the funnel that he was using
3:53
was WhatsApp based. He would send out WhatsApp
3:56
broadcasts and According to him, even though at the time I didn't
4:00
believe it or how did I say anyway, who keeps stats on these
4:05
things anyway? So I can't blame the guy for
4:06
saying 50% because you know, there are lots of times that we
4:10
assume that you're doing something and it's 50%
4:12
effective. Then maybe when you check, you
4:13
will now see that oh, OK, it's not really 50%, it's more like
4:16
30 or 20. So According to him, send the
4:20
WhatsApp broadcast, 50% of people respond.
4:22
So in other words, if it sounds like 200 broadcast, maybe 100
4:25
people will answer. So you can see the final
4:27
beginning send to 200 only 100 people answer so wide at the top
4:32
is now getting narrow. So send the broadcast, 50% of
4:37
the people will answer from there.
4:38
He will try to close the deal. And he said almost everybody
4:41
would say, oh, no, no, I was just curious.
4:44
So the reason why I recommended that education should be a part
4:48
of the sales process is because if people are telling him that
4:51
they're curious, you know, that's, that's gold.
4:53
That's, that's gold. That's market feedback.
4:56
It's, and when it comes to sales, we really have to roll
5:00
with the feedback because you can't push against the market.
5:02
I mean, the market is the market.
5:04
The customers saying are saying whatever it is that they're
5:06
saying, you know, we can't, it's no matter how strong.
5:08
I mean, people are changing their mind.
5:10
So if roughly everybody's saying, I was just curious, then
5:13
it only makes sense that education needs to be a part of
5:15
your sales process. You're educating people, you're
5:18
taking them along, getting them from curious to comfortable.
5:21
From comfortable. They now feel like they're
5:23
competent. Then from there they feel like,
5:25
OK, let me take a trial or let me take a demo, Then maybe when
5:28
they trial do something or the demo do something, then they
5:32
might be willing to purchase. If you remember, for those
5:36
people listening for a long time, you will know that my
5:38
brother and I tried FX trading, currency trading, and this was
5:43
typically the process that the companies used to use back in
5:46
the day. You put out some material on
5:48
currency trading. You know what is currency
5:49
trading, blah, blah, blah. How do you do currency trading?
5:51
Can you do it safely? This is that that people consume
5:54
the content, eventually they feel OK with it.
5:57
You offer them a trial account on your platform.
6:00
Like for my brother and I, I can't remember the platform that
6:03
we traded with. This was a very long time ago
6:08
now from demo account now you know, I feel like, OK, I've got
6:11
a handle on this thing. And then after that, you know,
6:13
they say, OK, you're doing good on the demo account.
6:15
So how far now? Just try some small, just try
6:18
some small coins, put some narrow behind this thing and see
6:20
how you can trade. And so it's pretty much that
6:23
same sort of thing. So what I recommended to him is
6:27
not an original, is not something original.
6:30
In fact, it's obvious. So it's a safe suggestion to to
6:34
try out. But before I continue with this
6:38
episode, I want to give a very strong warning.
6:40
I want to give a caveat to everybody who's listening right
6:42
now. This episode is not an
6:44
endorsement of crypto and it's not an endorsement of
6:48
alternative investment classes. I repeat, I am not endorsing
6:53
crypto and I am not endorsing foreign currency trading,
6:59
currency swaps, currency, anything, or what people
7:02
consider alternative investment classes.
7:05
Personally, I think that most people should stay away from
7:09
these asset classes. I repeat, most people should
7:13
stay away from these classes and these are my reasons.
7:16
Number one, a lot of these things are speculative, crypto
7:21
currency trading, blah blah blah.
7:22
Speculative just means I'm going to do some sharp, sharp short
7:26
term buying. I'm going to buy now and
7:28
hopefully another person will buy it from me at a higher
7:31
amount. Then I'll make a profit.
7:34
There's nothing wrong with that kind of behavior.
7:37
In fact, back when my brother and I, when the commodities,
7:41
commodities business, we ended up having to do some
7:44
speculation, we bought some soy. We'd hope they'll be able to
7:47
export the soy. But then because of currency and
7:52
government policy and stuff like that, it actually turned out
7:55
that it was much cheaper for people to import soya beans from
7:59
America. You don't believe, you know, to
8:02
Niger boys, Ben way boys, we go and buy all this soy thinking
8:05
that we can export the soil to America and it turns out that
8:10
even people in America, sorry in Nigeria Gongo, it was cheaper
8:14
for them to buy from America. The only problem was if you're
8:16
going to buy from America at a cheaper price, you know it takes
8:19
a while you pay they have to ship the thing, you know blah
8:22
blah blah. So or more the thing don't make
8:25
sense because even me, I was running around in Abuja, I
8:28
checked some companies that produce some soy products
8:31
because there's some companies that make soy milk.
8:33
Soy milk is really sweet. If you haven't tried it, you
8:35
should try it. My father gave it to me, used to
8:38
buy it for me when I was, you know, little like primary school
8:41
and nothing tastes real nice, really nice.
8:43
Although I'm the only one in the family who used to like it.
8:46
So I checked some soy milk companies on people that produce
8:50
like soy flakes and things like that, calling them up, trying to
8:52
see if I could hook up a purchase, you know, because time
8:56
was going. So I discussed with my brother
9:00
and I was like, well, you know what?
9:01
We bought at this amount, Let's just wait it out seasonally.
9:05
This is what will happen. The price should rise in
9:08
another, you know, X number of weeks, X number of months is OK,
9:12
No problem. So we spoke to one of my uncles.
9:14
I'll be my uncle in law. We can put it that way.
9:17
And then we kept it with him. And yeah, that's what we did.
9:20
We speculated. So essentially we bought soy at
9:23
X hoping to sell it at X plus YZ and they make a profit.
9:29
So people speculate all the time for different reasons.
9:32
Now, the reason why I say people should stay away from this is
9:34
because speculating in soy itself is difficult enough not
9:41
to. Now talk of speculating in
9:44
currency or speculating in crypto and other kinds of assets
9:50
like this crypto derivatives, the skills that you need involve
9:56
technical analysis and market analysis and the average person
10:01
is not educated in these sorts of things, which is why I say
10:04
most people should stay away. If you have gone and taken it
10:09
upon yourself to educate yourself, that's perfectly fine,
10:12
but the average person is entering into this sort of thing
10:15
blind. So please, in my own opinion,
10:18
most people stay away. There's also a level of
10:21
fundamental analysis or knowledge that is required that
10:25
the average Nigerian person does not have.
10:27
You need to understand what is your cryptocurrency, what is the
10:32
underlying tech to it, what is the underlying philosophy behind
10:36
it? You know, on and on.
10:38
And lots of people don't understand these things.
10:40
So you're trying to buy something speculatively cheap to
10:43
sell it. Hopefully when the price rises,
10:48
you have no reason to found your hope that the price will rise.
10:53
It requires a high level of sophistication basically and a
10:57
lot of Nigerians were not at that level yet.
10:59
Even when you both people's self, they're not at that level
11:01
yet. Lots of them who are trying to
11:03
get involved in these sorts of things.
11:05
In fact, Speaking of sophistication, even trying to
11:07
secure your assets when it comes to these things is a problem
11:11
because you know, most of us from our normal banks, you know,
11:14
we're used to two factor authentication, you know signing
11:16
then the thing will now send you your bank will now send you OTP
11:21
on your phone or you have to use that dongle that generates an
11:24
OTP or something. So even normal 2 factor
11:27
authentication, lots of us are not using, not now talk of
11:32
cryptocurrencies that require. Anyway, since it's not my field
11:37
of expertise, let me just leave it at that.
11:40
But that is the reason why I say most people, most Nigerians
11:44
should stay away from this kind of crap because if you are not
11:49
thoroughly educated in the space, if you do not have a firm
11:52
understanding of these sorts of things, then don't go playing
11:55
and throwing your money around where you do not understand.
11:58
So that's my caveat. I don't want people to listen to
12:00
this episode. I do think I am endorsing or I
12:04
am saying that people should go ahead and start trading in these
12:06
assets. I'm sorry, one moment I have to
12:08
attend to something quickly and I'll be right back.
12:13
OK, I'm back. I'm done with my caveat.
12:15
I'm done with my warning. Just so that none of you won't
12:18
quote me outside, I said that Tavish and I said we should all
12:20
go and do crypto. I didn't say that.
12:23
OK, so now we're looking at content marketing to see how
12:28
people who are involved in this space so that crypto brews and
12:31
crypto babes can use content marketing to move their market
12:34
forward, can move their ministry forward.
12:37
Since in the experience of this chap that I spoke with, a lot of
12:39
the people that he's trying to get to do business with him are
12:43
saying, oh, no, no, no, I was just curious.
12:44
I just wanted to learn small. So content marketing can be used
12:50
to make sure that your audience, your target audience understands
12:55
this space #1 and then also to grow in a relationship with you
12:59
over time. As they're understanding small,
13:03
small, and as they're growing in a relationship with you, small,
13:05
small, you guys are relating, you know they're consuming your
13:09
content. You know they're ping you, you
13:10
answer one or two things, you know that kind of thing.
13:12
Everybody's getting familiar. Over time, it will make it
13:16
easier for deals to begin. They close because right now
13:20
there's too much at stake. This technology is not familiar
13:23
yourself. They don't know you.
13:25
So how can you just send, you know, four or five WhatsApp
13:28
messages and then you expect someone to start dropping some
13:30
serious money? No, no, it doesn't work that way
13:33
by the way, content marketing for those of you who are just
13:36
listening for the first time, it just means you create valuable
13:39
content, valuable blog posts, valuable articles, valuable
13:45
videos, valuable Tik Toks, valuable Instagram, real
13:50
valuable, whatever it is that is meant to attract people and that
13:56
people will engage with overtime.
13:58
Remember your target audience because I'm telling you, I know
14:02
this one from experience. There's no point where you
14:03
putting out something like OK, let me view my experience.
14:06
I put out one TikTok. I can't remember what the thing
14:08
was about and the thing blew. I mean, by my own standards, I
14:12
consider that blowing because the thing got like 10,000
14:15
reviews and I was like what? The 10,000 reviews and then the
14:20
comments on it was mostly no disrespect to, but mostly, you
14:26
know, small, small girls, you know, like Malaysia or not
14:28
talking about how cute I was, man, my sister-in-law, she
14:32
laughed die. I like she was abusing me.
14:34
She was like, so you're a fine boy.
14:37
I see all these small, small girls, all of them, they think
14:39
they think you're a fine boy. They think you're a fine boy.
14:41
You, you, you expired goods as in they laughed me honestly, my
14:45
family, they really laughed me. So what I'm trying to make is
14:48
this, I put something out. I'm hoping that people who are
14:53
involved in the business space will see it and will begin to
14:56
relate with me. And over time, I hope I'll do
14:58
business. But then I put out the content.
15:00
I get 10,000 views. And then he's Asian, small,
15:03
small girls talking about how fine I am.
15:05
I'm like, who don't help? I'm trying to make some money
15:08
here. You know, I don't care about how
15:09
handsome I look. Whether I'm handsome or not is
15:12
beside the case. So as we're putting out these
15:16
blog posts and articles and the videos, the goal is to attract
15:19
and engage your target audience. The goal is not to blow.
15:23
The goal is not to go viral. Please, viralities is not, is
15:27
not helping anybody If it is viral amongst your target
15:30
audience, they're beautiful. So if that thing went viral
15:34
amongst Nigerian business people, excuse me.
15:37
And then from there, 10,000 views, maybe the next week, like
15:43
200 people are blurring off my phone.
15:45
And then from there, maybe I was able to secure gigs for the next
15:48
four months straight ahead. That would be beautiful.
15:51
The mission accomplished. So please, that's the frame of
15:55
mind that we should be looking for this type of thing.
15:58
So I'm putting out the content, blog post, TikTok article,
16:01
video, podcast, everything. So excuse me.
16:06
And we're trying to attract the target audience.
16:09
When I say valuable, I like to stress that look valuable, it's
16:12
not about you. Valuable is about the audience.
16:14
It's about what they think is valuable, not you.
16:18
Because you will find as you enter into business for those of
16:20
you who have not started, that you think some things are
16:22
valuable, but the market doesn't agree.
16:25
There are some podcast episodes that when I record them, I go
16:28
and I tell my wife like, babe, it's over, it's all over.
16:31
It's done. I recorded the best podcast
16:34
episode ever. Like I forget like man, no other
16:37
episode. And then next thing after one
16:39
week, only four lessons. I'm like, how far?
16:44
And then there's some episodes I make and I'm like, anyhow, sure,
16:47
I've done it. Let me just record it.
16:49
And then next thing you see 100 and something and climbing.
16:52
I'm like, I bought how the one that I made that was sweet and
16:54
juicy for downloads, this one that I made that was rubbish.
16:57
It started with 100 and then The thing is sliming.
16:59
So it's just one of those things, what we think is
17:01
valuable, it's not necessarily what the market thinks is
17:04
valuable. So please, crypto Bros and
17:05
crypto babes, you know it's not about you.
17:08
We should be thinking about the audience, what they think is
17:10
valuable. Now let me give you the cheap
17:13
code, the assay, cheap code, the cheat code.
17:16
How can you put out valuable content?
17:19
Just answer all the questions that people have, Nigerians have
17:23
when it comes to crypto and currency trading.
17:25
That's it, full stop. There's no need to come up with
17:28
a brilliant content calendar. Just think about it.
17:30
How long have you been involved in this crypto and currency
17:32
thing? Let's say you've been doing it
17:33
like six months or like one year.
17:35
What are the questions people have been asking you?
17:37
One of the questions probably has been asking you, Mumsy has
17:39
been asking you, your brother and your sister, all your
17:42
colleagues at work, the people you've tried to collect money
17:45
from to do crypto and currency trading.
17:46
What are the questions they've been asking, asking you?
17:49
Go and write down all those questions on a sheet of paper or
17:52
pull out your phone, begin to type.
17:53
Just tap out all those questions.
17:56
Then now your goal is how am I going to make content that
18:01
answers all these questions? Full stop.
18:03
That's your valuable content there.
18:05
Don't try and be too smart about this because The thing is, the
18:09
questions that people have been asking you, mumsy popsy, people
18:12
in church, people in the mosque, people in the office who wonders
18:16
how Kunle is doing, currency, crypto, trading crypto, about
18:21
what is crypto, And then they're asking you questions.
18:23
The questions that they're asking you, especially the
18:25
people that you have tried to collect money from, the
18:27
questions that those people are asking you are precisely the
18:30
kind of things that when you enter into the market, those are
18:33
the kind of questions that people will ask you.
18:35
So it's not about what you think is a wonderful question.
18:37
You might think it's wonderful to talk about the real
18:40
technical, the main technical things, you know, the history of
18:45
cryptocurrency, how cryptocurrencies were formed.
18:47
Who is the person that founded Bitcoin?
18:51
What is the excuse me, what's the sorry about that?
18:56
We're doing a lot of talking and then also a minor cold.
19:00
My little son, he has Qatar and you know he drank Sprite.
19:04
Something was telling me I should not drink drink that
19:06
Sprite. But I was thinking how can I let
19:07
this Sprite waste now? So I just look in and drank it.
19:10
I said, you know, hopefully nothing will happen now my Qatar
19:13
has started. So for those of you listening
19:18
who have kids and you're prone to cold and Qatar, if your son
19:21
or your daughter has a cold and they drank from a bottle, don't
19:25
drink from it or else you end up like me battling a cold.
19:29
So where was I now? So those are the questions that
19:35
most people have. So it's not about who started
19:37
crypto, who started Bitcoin, who started this, who started that?
19:39
Or does it not plan? It's not about what you think is
19:42
important. It's about what the other people
19:44
think. So now I just did a small Google
19:46
search, Gemini search actually, I came up with the following
19:49
questions that people might have when it comes to crypto because
19:52
since I'm not in that space, I can't tell you what kind of
19:55
questions you'll be asking. And so this is what I came up
19:56
with. Is cryptocurrency legal in
20:00
Nigeria? And yes, there are lots of
20:03
people who are asking those questions.
20:04
Is cryptocurrency legal in Nigeria?
20:06
Now, who they regulate themselves?
20:08
Is this SEC? I'll be, is this CBN?
20:10
I'll be in a Ministry of Finance.
20:11
People ask those questions. Then what People ask about
20:16
government regulations on crypto trading.
20:18
Yeah, like I said, people ask SEC, CBN or Ministry of Finance.
20:23
Then people also want to know, if I invest in this, this, this,
20:27
and then I also put some money in crypto, how is it going to
20:29
affect all my holdings? People also wonder, is crypto
20:33
safe to invest in? People also wonder how can I
20:37
protect my crypto assets from fraud?
20:40
In fact, for me, that's my own biggest hang up.
20:42
You will talk about wallet, wallet, this protocol, that
20:44
protocol, but then the system is supposed to be built on total
20:47
anonymity. So I don't know who you are.
20:51
You don't know who I am. Like anyway, let me not go into
20:55
each other. So how do I protect my assets
20:57
from fraud? That's a question another one,
21:00
what are the risks involved in crypto and currency trading
21:05
Another question that people might ask is which are the best
21:08
and most reliable crypto exchanges in Nigeria?
21:12
Then there's the obvious question, how do I buy and sell
21:15
cryptocurrency in Nigeria? There are lots of people who
21:18
have that question then how can I use cryptocurrency for
21:22
international transactions? I know about this one from
21:25
personal experience because, you know, because of the issues of
21:28
sending, you know, sometimes people outside want to send
21:32
pounds back or send dollars back and, you know, government
21:36
regulations change or GTV bank changes my policy or something.
21:40
And then it's hard. And we've been hearing from
21:42
other countries that there are some people who now send money
21:47
home using crypto. So, you know, people ask like
21:51
it's something my brother has asked me.
21:52
Oh, I've been hearing this just, is it true people are sending
21:55
money crypto, How does that work?
21:57
So people have those questions, how can I use cryptocurrency for
22:00
international transactions? Then how are cryptocurrency
22:05
profits taxed in Nigeria? Some people want to know that
22:08
kind of thing. If I drop 50K and I'm able to
22:11
make a killing and that 50K translates into 5 million naira
22:14
and I want to cash out, you know, I don't want to tax me,
22:17
how much would they tax me? Then?
22:19
What is the potential for profits in crypto trading?
22:22
People want to know that then yeah, how can I avoid losing my
22:27
my money? So these are just some of the
22:29
questions that I came up with. All right now, your content
22:33
marketing strategy, if these are the sorts of questions that
22:36
people have been asking you since you started your crypto
22:37
business, you can build it around these topics comfortably.
22:43
The only thing you have to do, like I said is you'll be
22:45
creating video, blog, podcast, TikTok, reels, whatever it is
22:51
that you like answering these questions.
22:54
Don't worry, you won't run out of questions because The thing
22:56
is by the time you wake, make one video asking is
22:59
cryptocurrency legal in Nigeria and then you give your own
23:02
opinion. Some people will comment, some
23:03
people will ask questions from those comments and questions
23:06
where you will get ideas for other videos.
23:08
That is how I can assure you, you will never run out of
23:11
topics. Never, never.
23:16
So now the advantage of the content marketing approach for
23:20
those of you who are crypto Bros or crypto babes is like I hinted
23:24
at the beginning, is going to build some trust and authority,
23:32
especially if you're producing content for the local market.
23:35
Because I've been seeing some stuff on crypto and you know,
23:38
stuff like that. But if you would have created
23:40
this content, you're writing as if you're writing to people in
23:42
the UK or writing to people in in, in America, You forget that
23:48
there are people here home grown who have these questions and
23:52
don't know all the grammar and all the Magana Magana that you
23:55
guys are writing. In fact, there are some people
23:58
who reach out to me and they're like, Oh, thank you.
24:01
Finally, your podcast breath of fresh air.
24:03
I didn't even know that there was anything I was made from the
24:06
for the local market. And it was one of my core thesis
24:09
when I started this this podcast.
24:11
Now, look, it's not as if this information is not out there.
24:13
It's there. It's just that it's being made
24:15
for audiences that are in America and in the UK.
24:20
And I thought, look, it would be a good idea to start taking some
24:23
of these concepts and show how they apply in the Nigerian
24:25
context. And I started making this
24:26
podcast and the thing seems to click and people seem to like
24:29
it. So crypto Bros and crypto babes
24:32
put this content out. But just remember that you're
24:34
writing to people here at home. In fact, if you want to know how
24:37
to do it, go and look at the Indians because I've checked
24:40
some Indian podcasts on marketing, on crypto, on let's
24:46
see what else. I can't remember, but I've tried
24:50
a few and you know, they talk as if they're talking to
24:53
themselves. In fact, that's one of the
24:54
reasons why it's hard for me to follow those podcasts because
24:56
they start off in English. They're talking and talking
24:58
before you know it look house language and before you know it
25:01
do enter language. And of course, I don't speak
25:04
any. I don't speak, you know, Hindi
25:06
or, you know, Punjabi or whatever the language is.
25:10
Sorry. Please, my Indian audiences,
25:12
those of you who are listening, you know, I beg no vex when it
25:15
comes to these sorts of things. International travel, you could
25:17
say I'm kind of ignorant because to be honest, I spent most of my
25:20
life in Nigeria. I spent some time in the UK and
25:23
then I was back. So I can't say I know the world
25:26
like that. So I beg no vex, no insult.
25:31
So you're going to build some trust and authority.
25:33
Just know that you're producing this thing for a local market
25:36
because it's not as if you're trying to get money from people
25:39
in the UK and the USA anyway. You're trying to collect money
25:42
from the people who are here, you know, your colleagues, your
25:45
uncles, your aunties, your customers, you know.
25:47
So trust and authority produce for the local market.
25:51
Trust me, it is going to yield rewards.
25:55
Then you're also going to get an engagement, also going to get
25:59
audience growth because people are looking for this content,
26:03
especially if you're talking to a Nigerian audience, you're not
26:05
trying to sound foreign. You're just talking as your
26:08
everyday normal self. There's going to be engagement.
26:11
There's going to be audience. When I say engagement, what I
26:16
mean basis, people will have some questions.
26:18
People whether writing to say is a lie or people actually writing
26:22
this. Oh, it is true.
26:22
This is my experience or people writing to say I find this
26:25
interesting. Can you tell me some more?
26:27
Yeah, I wish I do be engagement. Then there's going to be lead
26:30
generation and conversions because there's some people who
26:32
are already educated, who know what's up.
26:34
They see you, you look like a trusted somebody you think kind
26:37
of makes sense. There's some people who want to
26:38
talk business straight. I've had some things like that
26:41
happen to me on this podcast where somebody reaches out and
26:45
the person is straight up like, hey, look, been listening to the
26:48
podcast, blah, blah, blah. This is exactly how I think we
26:51
can work together. I need you to put together a
26:53
proposal so we can do this, this and that that that.
26:56
That's happened to me twice. You know, normally I like to
26:59
talk to a person, get to know them, ask a couple of questions,
27:01
but two people have showed up to say, hey, what's up?
27:05
Don't know need. I already know this is what I
27:08
need, you know, let's get in. Of course, I still try and slow
27:10
things down because I want to be sure that, OK, look, this
27:14
direction that this guy is thinking we need to go, like,
27:16
are we sure that's actually where we need to be?
27:18
So I still try and tap things low.
27:20
But yeah, two people so far in the last year have come in and
27:24
basically the attitude has been I look at the small talk, let's
27:26
just go straight. Let's just do this.
27:29
So there's going to be lead generational conversions, and
27:31
then of course it's going to be brand awareness.
27:33
I mean, you never know, it never hurts to have a brand.
27:39
So let's see what else? So basically content marketing
27:43
just means you're going to be creating text blog posts, you're
27:46
going to be creating audio, podcasts, graphics, whatever it
27:49
is that floats your boat. Now the next question is which
27:53
kind of media should you choose? Because some people are going to
27:55
ask, you know, should I be doing photo or video?
27:58
Should I be doing podcast? Now, this is the real thing,
28:02
Abby, sorry. The ideal thing.
28:04
The ideal thing is this. You should be thinking about
28:06
your audience and what your audience is most likely to
28:08
consume. That is what your focus should
28:11
be. Or you should be looking at the
28:13
Internet and see where your audience, where they hang out,
28:15
where they congregate and then the kind of media and then
28:17
produce you to match that. So if you're checking and it
28:20
looks like tech, sorry, not tech, crypto community in
28:24
Nigeria mostly hang out on Twitter then OK, problem solved.
28:28
You will be spending most of your time on Twitter and you
28:31
should be producing blog posts that you can share the link or
28:36
podcast, you share the link on Twitter or you know, whatever,
28:41
but share. Those are the questions you
28:42
should be asking yourself. Now in the absence of data and
28:46
assuming you're not strong enough to do what is required.
28:49
For me, I like to be practical and if you noticed, even for my
28:52
own podcast, I took a practical approach.
28:55
I think the most practical way to start with is just to start
28:58
with the kind of thing that you find easy.
29:01
The one that you find easy, that's the one you should do.
29:04
The reason why I recommend it is this, if it is easy, you can't
29:07
do it consistently for the long term.
29:08
I've been podcasting for over 5 years.
29:11
I know some Nigerians who have been podcasting for over 7
29:13
years, you know, to good business results.
29:17
But The thing is, because podcasting is a skill set that
29:20
some of us find easy, we just go ahead and more just do the
29:23
podcast. If it's easy, you will do it.
29:27
And when it comes to content marketing, consistency is key.
29:31
One step forward, 2 step back. It doesn't work for content
29:34
marketing. In fact, there's some cases
29:35
where it's harmful. So just start with the one that
29:37
you can do consistently. Now, if it's really easy and
29:41
comfortable for you to do, the problem is you think you should
29:43
probably have less hang ups about it.
29:45
I mean like me, I don't have hang ups about podcasting so if
29:49
I have the sniffles and no problem I'll still send it.
29:51
If I cough and I hack and I'll apologize and I'll still send
29:54
it, you know, I just do wish I and I send it.
29:55
No hang ups. If you have hang ups or video
29:58
and you think your make up needs to be perfect or you have
30:00
implode on your nose and then stuff like that, then trust me,
30:02
you will not do video, at least not to the level of consistency
30:06
that needs to get the job done. So for me, since I'm in sales
30:11
and business development, the most effective thing actually
30:13
should have been a blog and a newsletter.
30:16
But The thing is, I'm a good writer.
30:18
I've fancy myself to be a good writer.
30:20
I've been writing since secondary school as the
30:23
president of Press Club in Saint Gregory's College.
30:28
SW ecoye peace out to any Gregorians who are listening to
30:34
this podcast. So I've been writing from T and
30:38
The thing is I know that writing requires a lot of work.
30:43
Unfortunately, to put out a good post, 100 words, 1000 words, you
30:47
know, unfortunately it requires some work.
30:49
You write first draft. No, you now edit.
30:53
Sometimes, you know, you even sleep and then wake up.
30:56
You now see that I could have done it like this.
30:58
I could have done it like that. So writing takes a lot of time.
31:01
That is the reason why I chose audio.
31:04
So even though I'm a better writer, I chose audio because
31:07
audio is easy. Whip up my phone, talking to the
31:10
phone, save from saving, upload to Spotify from upload to
31:14
Spotify, create title from create title, hit publish pop
31:18
and then I'm done. So while it might take me one or
31:22
two days to write a decent and correct blog post for
31:27
podcasting, if I talk for 30 minutes and then create title
31:33
and let's say Napa, sorry, Napa, Internet is useless that day.
31:37
Bottom line shall one hour Max. I'm done with the podcast
31:40
episode Max one hour, I'm done. Unlike a podcast, unlike A blog
31:45
post, one hour just means you've written first draft first if you
31:48
wanted to be his correct blog post or correct newsletter.
31:52
So those are the reasons why I chose audio because it's it has
31:56
an easier time commitment and the results are now I've done
32:00
over 1000 episodes, actually close to like 1090 something and
32:03
I have over 35,000 downloads. There are some people who say
32:08
you would have made more progress if you had a blog.
32:10
I agree. But The thing is, at least with
32:12
the blog, I would have been doing start, stop, start, stop.
32:15
Maybe one post a week, Max 2 post a week.
32:19
Well, the podcast I'm sometimes I'm doing 5 or 6 in a week.
32:24
So yeah, maybe I could have made some more progress if I had a
32:27
blog, but at least sticking with what's easy and comfortable.
32:32
I've been able to keep out this for for slightly over five years
32:37
and I'm making some progress. So now I ward on expectations.
32:41
Content marketing requires a long term strategy, long term
32:44
effort. So don't expect immediate
32:46
results. If you need money in February,
32:48
March, do not start doing content marketing in January.
32:51
It's not going to work for short term results.
32:54
Try other tactics. That is why I've made other
32:57
podcast episodes talking about how you can try direct response
33:00
marketing and you know, stuff like that.
33:01
Those are the ones that bring short term results.
33:03
Quick, quick, quick. Content marketing is not quick
33:05
quick. You don't start in January and
33:07
then see results in August. That's not how it works.
33:10
Then content marketing also requires consistency.
33:13
So pick a cadence that you can keep up with.
33:16
If you're going to say I'll be doing this thing weekly, then be
33:18
doing weekly. If you're going to say I'm going
33:21
to be doing this thing monthly, then be doing monthly.
33:23
Although if you ask me, monthly is too small.
33:26
There's too much stuff going on over the Internet and people are
33:29
being pulled by all sorts of things.
33:31
So your monthly thing is not going to spark any interest in
33:34
nobody. Nobody like the Honest Bunch.
33:37
I just checked my podcast, This thing, The Honest Bunch to drop
33:41
down an episode where they interviewed Judeo Kosoko and
33:43
Judeo Kosoko is talking about the Nigerian entertainment
33:48
industry. Of course I added to the list
33:50
now, I mean Jido Kosoko is talking.
33:52
Of course I I want to go and see what's up.
33:55
If you're dropping something 111111 every month, you can't
33:59
compete. Think about it.
34:01
Now Jido Kosoko has been interviewed.
34:04
That is 1. Then this whole thing with this
34:06
lady in in the Senate that they said that Acquabio sexually
34:09
harassed her. You know, maybe she'll drop
34:11
another interview. I think there are things that
34:13
people want to pay attention to. The thing is piling, piling,
34:15
piling. You come and say you only drop 1
34:17
episode a month and you think people will notice?
34:19
Nobody will notice. I'm begging you, the worst you
34:22
should do is weekly. That's just begging.
34:25
I'm begging you're in a highly specialized fields.
34:27
Like maybe you're a brain surgeon.
34:29
Oh, that is different. If you're going to write once a
34:32
month about groundbreaking techniques in brain surgery,
34:36
something that is totally different.
34:39
The market is not big, it is highly specialized.
34:42
The people that are highly educated, the people will look
34:44
for your content. Nigerian brain surgeons will
34:49
look for your content. If you are the authority on
34:51
that, that sort of thing. Well, for those of us who are
34:53
not creating that kind of highly specialized content, you know,
34:57
in medicine or in bio, bio mechanics or something, please
35:05
at least be dropping this thing once a week at least for people
35:09
to stand the chance to see it. If not, your thing will be
35:12
buried in the feed. You will post it today.
35:15
Judy Kosakos interview will drop today.
35:18
Young will move down. This woman will talk about
35:20
sexual harassment. You will move down again,
35:22
there'll be another news story about another guy in Lagos who
35:25
has butchered his girlfriend. Y'all will move down.
35:27
Somebody will post baby pictures that oh I just gave birth and
35:30
then everybody on your feet become, we say congratulations
35:33
for working and they do down, down, down, down.
35:35
Before you know it, your post has gone down and is buried in
35:38
the timeline. Nobody has seen it.
35:39
So please, I'm begging you guys, content marketing, I beg more
35:43
than do at least weekly. Now final thing, do not get
35:48
upset if your friends and family members don't engage because I
35:51
see some people they, they take this thing personal.
35:54
You know you're doing content marketing.
35:56
Your wife is not. Your wife is not liking and
35:59
sharing you now get angry at your wife.
36:00
Please leave your family and friends out of this.
36:04
If they don't promote your content marketing, just relax.
36:07
Leave them out of this because they are not your target
36:09
audience. So stop begging your wife, your
36:13
husband, your younger brother, your sister, your pastor.
36:16
Stop begging them to be engaging and be sharing.
36:18
They're not your audience. Spend your time and efforts in
36:22
making sure that your content gets to the relevant audience.
36:26
So let's leave family members out of this.
36:27
They should not cause unnecessary quarrel.
36:30
So yes, it will take you maybe 7 hours to record a video or
36:32
something and if your wife likes and shares it, it will be good.
36:35
But if she doesn't like it and she doesn't share it and quite
36:37
frankly she's not even paying attention, don't be catching
36:40
feelings. Anyhow, like she loves you and
36:41
she's supporting you in different ways.
36:43
Same thing if you're a woman, your husband loves you and
36:45
supporting you and your boyfriend loves you.
36:47
You know, in different ways. But The thing is you're talking
36:49
cryptocurrency, but you know, if your boyfriend sells cement or
36:54
is much more concerned about his Ankara business, like you can't
36:57
blame him. You know, the gap between Ankara
36:59
and crypto, you know is wide is huge.
37:02
I'm not that I'm mutually exclusive anyway, but any you
37:05
get my point. So let's not start getting angry
37:08
because our friends, our family members are not promoting our
37:10
content. We should be looking at relevant
37:12
audience. In fact, I am happier when
37:15
friends and family members don't engage because if your friends
37:20
and family members are pushing it out, it could actually have a
37:23
negative effect. Remember the algorithms are
37:25
watching. If the algorithm see that every
37:28
time you drop an episode, it is shared by 500 people, but of the
37:31
500 people that share it, it only gets one view.
37:35
It will look like what you're producing in no get value and
37:39
then they won't promote it. But then if you post your thing
37:43
judging and it is only engaged with genuinely by maybe maybe 10
37:50
people, click of the 10-5 people watch and the algorithms are
37:56
seen that consistently every week.
37:58
Five people are watching every week.
38:00
Well, my national are OK on the percentage level.
38:03
As in five people out of 10 are consuming this thing.
38:06
Let's begin to promote it. Small, small, small.
38:09
So it's not about the numbers. So if you come from a big family
38:12
like I do 'cause my grandfather from my grandmother see 12 kids,
38:17
the other man who was associated with, you know, like 8 kids,
38:20
like 10 kids. So we're a huge family.
38:21
So if you get your family that every time you think drop they
38:24
should now everybody should now boost promotes.
38:27
You know, actually could be having a negative effect because
38:29
the algorithm will see you drop it January 1st.
38:32
You think you shared by 600 people by the end of the only
38:35
two people watch it. Percentage wise, it don't make
38:38
sense. 600 people promoting only two people watching.
38:41
It's not it's not making sense. But if you post it and then 10
38:46
people see to watch percentage wise, it tells a different
38:50
story. You have hope you'll be climbing
38:52
small, small. So let's be patient.
38:54
Let's stop harassing our family members.
38:57
Let's see. OK, so summary, crypto Bros,
38:59
crypto babes, if you have a short funnel and your funnel is
39:02
broadcast, people that broadcast, are you interested
39:04
from interested, Come on by. If that strategy is not working,
39:08
there are other strategies to build interest that involve
39:11
educating people, nurturing relationships, and the good
39:14
thing is you end up with a much more sophisticated and informed
39:16
customer at the end of the funnel.
39:18
The person knows what's up, the person knows the risk, the
39:20
person understands, and then they're willing to take the next
39:24
step with you. So think about it.
39:27
But remember, if you're thinking about longer sales funnels,
39:30
using education strategies or using a content marketing
39:34
strategy, remember it is a marathon and it is not for
39:37
everyone. If you don't have what it takes,
39:39
don't start because it will be disappointing for you to invest
39:42
three months starting this whole thing and after three months,
39:45
you say whoa, I'm tired and then you give up.
39:47
You just wasted three months of your life.
39:49
All right, so that's all folks. Have you got questions or sales
39:54
in marketing? Then call SMS or WhatsApp me on
39:57
08064662140. Again, call SMS on WhatsApp on O
40:04
806-466-2140. The country code is plot 234 for
40:08
those of you who are not Nigerians.
40:10
Thank you for your time and attention.
40:11
I'll catch you guys on the next episode.