Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Unlocking Business Growth: Organic Social, Content & Paid Strategies

Transcript

Unlocking Business Growth: Organic Social, Content & Paid Strategies · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome to the show. It's a wonderful Sunday evening
• 0:05
  here in Abuja. And let's get straight down to
• 0:07
  business. The question that we're going to
• 0:09
  look at today, OK, well, it's not really a question because I
• 0:12
  didn't get this from a podcast listener or a client and it
• 0:15
  didn't come from one of my speaking engagements.
• 0:18
  But I figured I would say something about this whole thing
• 0:21
  of content is King, the expression, because it's
• 0:25
  something that people talk about nowadays, especially since a
• 0:28
  whole bunch of us are trying to use content marketing strategies
• 0:31
  and trying to use videos, photos, blogs, tweets, whatever,
• 0:39
  you know, trying to use it to promote our businesses.
• 0:41
  So I just wanted to do a little riff on this whole idea of
• 0:44
  content is king. Now, depending on who you ask,
• 0:48
  content is king. What does that mean?
• 0:50
  It means different things, but in my own opinion, I think that
• 0:53
  when people say content is king, what they mean is that organic
• 0:57
  social content is the best business driver.
• 1:00
  Let me repeat, when people say content is king, what they
• 1:03
  actually mean is organic content, organic social content.
• 1:09
  Organic social media content is the best business driver.
• 1:12
  Now, what do we mean by organic social?
• 1:15
  Because there's a whole bunch of you who use social media and you
• 1:19
  don't know what some of these terms mean.
• 1:20
  Organic social, paid social, what else?
• 1:25
  There's another kind of social I can't remember anyway because,
• 1:27
  you know, social media is not really my thing.
• 1:29
  So sales, business development, that is my thing, especially
• 1:33
  personal sales. How do you move the business
• 1:35
  relationship forward? How do you move the relate, the
• 1:38
  agenda forward? One conversation at a time, one
• 1:40
  meeting at a time. That's the sort of stuff that I
• 1:42
  do. So when I talk about socials,
• 1:46
  social media, you know, stuff like that, you're better off.
• 1:49
  Well, you're OK listening to me, but then just take that as a
• 1:51
  hint of other things that you need to explore.
• 1:54
  So if you're interested in these sorts of things, after you're
• 1:56
  done listening to this podcast episode, you can do a search in
• 2:00
  your podcast catcher and look for other people who podcast
• 2:05
  about business concerns and who talk about social media and
• 2:07
  those sorts of things. So back to content is king and
• 2:12
  had introduced the the element of organic social.
• 2:16
  Now, organic social just means that things content that you see
• 2:23
  on social media, you know, videos, podcasts, blog posts,
• 2:28
  tweets, articles, whatever kind of content is that people
• 2:33
  produce. But the organic there, all that
• 2:35
  means is people just produce it easily.
• 2:37
  They just produce it naturally. And basically organic social is
• 2:42
  just some Internet content that people engage with, they engage
• 2:46
  with freely. So what we mean there is like,
• 2:50
  let me see, OK, Stuff that you know your mom would put on
• 2:53
  social media, that's organic social because she's just
• 2:55
  putting up because she likes it. And so she's sharing it so that
• 2:59
  other people will like it. The same thing if your father is
• 3:01
  active on social media is the same thing.
• 3:03
  If you are active on social media and you see a bunch of
• 3:05
  stuff and you share it, you know that's organic social.
• 3:08
  Organic social also includes stuff that I'm doing right now,
• 3:11
  like the podcast, because I'm talking about business content.
• 3:16
  Yes, I admit I have an agenda behind it, but I'm just
• 3:19
  producing it easily, putting it out there.
• 3:21
  It's all part of organic social, so if people engage with it, if
• 3:27
  they relate with it and if they share it, if they like it, if
• 3:30
  they whatever, all that is organic social.
• 3:32
  Now that is different from paid social.
• 3:34
  Paid social is basically when you put something out there and
• 3:37
  you put some money behind it because you want the thing to
• 3:40
  move forward, you want it to reach a wider audience.
• 3:43
  So I'm currently engaging with a client right now, providing
• 3:47
  consulting services for them, and their whole strategy of
• 3:49
  growing their business is actually around paid social.
• 3:52
  So they create content, they put it out on social media, and then
• 3:55
  they pay so that that content can come in front of the
• 3:58
  eyeballs of people like you and me who might be their potential
• 4:01
  customers. So that's the difference between
• 4:03
  organic social and paid social. So people produce content all
• 4:08
  the time. If you pay for it to boost it,
• 4:10
  then that is paid social. If you don't pay for it and you
• 4:12
  just leave it out there and your mom sees it and likes it, your
• 4:15
  friends like it, your colleagues work like it, your coworkers
• 4:17
  like it, everybody likes it, they share it.
• 4:19
  All that is organic social. So it's just Internet content
• 4:22
  that people are, excuse me, that people are engaging with freely.
• 4:28
  Now, why is this idea of organic social really, really important?
• 4:34
  This is something that you guys ought to know, especially those
• 4:37
  of you who have money and who start off your businesses by
• 4:40
  advertising. Because the average Nigerian is
• 4:42
  going to be much more, well, let's say hesitant or
• 4:46
  circumspect or whatever. They're going to start off their
• 4:48
  business and they're not going to want to throw money behind
• 4:52
  Instagram advertising, Facebook advertising, Google advertising.
• 4:55
  Well, there's Twitter advertising, although I don't
• 4:57
  know any, anyone, any business owner in Niger who, who
• 5:03
  advertises on Twitter or excess. It's, it's now called.
• 5:07
  But I wouldn't be surprised if there are people who have tried
• 5:08
  out Twitter advertising, but Instagram advertising,
• 5:13
  especially since I started off my business journey as a wedding
• 5:15
  photographer. Yeah, I know lots of people who
• 5:17
  are doing Instagram advertising, Facebook advertising.
• 5:20
  I've seen a bunch of business owners advertising on Facebook.
• 5:24
  So why is this important, especially if you're going to
• 5:26
  advertise later on? The reason why organic social is
• 5:30
  important is this. When you put up stuff freely and
• 5:34
  Mumsy likes it, Popsy likes it, Cooney likes it, your wife likes
• 5:38
  it, your friends like it, you're saving like it, they share it.
• 5:42
  It gives you a signal that this is the kind of thing that people
• 5:44
  are really into. So organic social gives you
• 5:49
  ideas about the kind of things that you can make to promote
• 5:52
  your business, which is the reason why when dancing videos
• 5:56
  start trending on Tiktok or whatever, you know, people start
• 5:59
  doing dancing videos to promote their business.
• 6:01
  Oh, sorry about that. I'm making the recording at
• 6:04
  home, just chilling and the call to prayer is out in the
• 6:06
  background just in case you hear the noise spilling over into the
• 6:11
  into the microphone. Yeah, I live in that part of
• 6:13
  Abuja where, I mean, I pull legislative quarters actually.
• 6:16
  But for some reason call to prayer and stuff like that,
• 6:19
  it's. Well, anyway, let me not get
• 6:22
  into that, into that topic. So yeah, the sound that you're
• 6:25
  hearing at the background, that's just call to prayer.
• 6:28
  So yeah, I was saying organic social is important because it
• 6:32
  shows you what is popping off, what people are really into, and
• 6:34
  then it gives you ideas about what you can do to promote your
• 6:36
  business. So we should be paying attention
• 6:38
  to organic social, organic social, what is trending, what's
• 6:42
  flowing out there with people. And then also on your own
• 6:44
  timeline, you know, what is it that is really popping off?
• 6:47
  So for instance, me putting out these podcast episodes and
• 6:51
  trying to put things on LinkedIn, looking at what is
• 6:54
  popping off on LinkedIn, what people are really engaging with
• 6:59
  on LinkedIn, things that I produce can give me ideas about
• 7:02
  future things to produce to promote my business.
• 7:05
  So that's why organic social is really, really important.
• 7:08
  Now when we lock down that stage, phase one, figuring out
• 7:11
  what people like or of the things that you produce, what
• 7:14
  people like, it now shows you where you should throw your
• 7:18
  money when you decide to start advertising, when you start
• 7:22
  trying to do paid social. So that is what I recommend to
• 7:26
  people. But like I said, online
• 7:27
  advertising, social media, blah, blah, blah.
• 7:30
  This is not my thing. So take my advice the grain of
• 7:33
  salt. I'm much more concerned about
• 7:36
  sales, especially personal selling.
• 7:39
  And the reason why I take this stance is because if you find
• 7:42
  something that is popping off or content of yours that people are
• 7:46
  already relating to anyway and you're trying to use that to get
• 7:50
  conversations to grow your business.
• 7:52
  I really think if organic social, some particular things
• 7:55
  have caught a vibe with your audience, then if you pay money
• 7:59
  and promote that, then the kind of people that will now start
• 8:03
  send you DM to say how far are you available on so, so so and
• 8:06
  so date, how much does it cost them, blah, blah, blah.
• 8:08
  My assumption is that we are going to be able to get
• 8:10
  profitable business out of that. So this is me just looking at
• 8:14
  things from my own tiny perspective when it comes to
• 8:17
  personal selling. So use organic social to show
• 8:21
  what it is that people like, especially the kind of content
• 8:23
  that you produce. See what people are into and
• 8:26
  then when you have figured that out, then you now start throwing
• 8:30
  money behind it and advertising. And then the quality of people
• 8:34
  that are going to come in through that advertising
• 8:36
  campaign is going to be high. And then the quality of
• 8:39
  conversations. So forgive me, so thought it
• 8:42
  still there. So then the quality of business
• 8:45
  conversations that you're going to be able to have is also going
• 8:48
  to be high. So how do you produce, how do
• 8:52
  you execute all this? Rather, what you do is just
• 8:56
  produce the content that is comes natural to you or comes
• 8:59
  easy to you and then see what people engage with.
• 9:02
  That is my own, my own recommendation because I think
• 9:07
  this whole thing of chasing trends or excuse me, this whole
• 9:11
  thing of chasing trends, I understand that people want to
• 9:13
  be viral and you know, blah, blah, blah.
• 9:15
  But The thing is sometimes these trends I stretch and have very
• 9:19
  little to do with your business. For instance, this time when
• 9:23
  there was this dancing trend, I think was called the pancake
• 9:26
  pancake, morning pancake, something, something.
• 9:29
  And lots of Nigerian celebrities were doing it.
• 9:31
  And so this guy, this guy who's a, a host on, I think it's
• 9:35
  Nigerian Top Idol. Is it IKEA or IKEA or ID or, or
• 9:39
  something? This guy graduated from UNILAG.
• 9:41
  So, you know, he did his own version.
• 9:43
  And yeah, you know, for me, I thought it was cringe because
• 9:48
  you're ATV host and producer and blah, blah blah.
• 9:51
  So this the morning pancake dance, you know, doing all these
• 9:55
  dancing trends, like really, you think that's what is going to
• 9:59
  promote your business? And not surprisingly, when this
• 10:03
  girl that did Halita, I can't remember her name, this EBO
• 10:06
  actress. And so Halita did hers and she
• 10:09
  called millions and millions and millions and millions of views
• 10:11
  and who else, I think talking Mark and what did and also got
• 10:15
  millions. Who else, You know, as all these
• 10:17
  babes are doing this and just blowing up all over the place.
• 10:19
  And then he did his own and then crickets.
• 10:21
  And I'm thinking, what do you expect?
• 10:23
  You know, fine girls are doing it and whole thing is blowing up
• 10:26
  and you think you should go and do your own as well.
• 10:29
  But anyway, we can't fault the guy for trying because this is
• 10:31
  how we figure out what works in business and what doesn't.
• 10:34
  You just try stuff. Well, basically what I'm just
• 10:36
  trying to say is this hopping on trends thing.
• 10:39
  It's not always, it's not always ideal for your context depending
• 10:44
  on what it is that you do. So that's why I tell people that
• 10:47
  just produce what comes naturally to you, what comes
• 10:49
  easy to you. So and that is how folks like me
• 10:56
  ended up on this path in the 1st place.
• 10:58
  Actually, I consider myself to be a better writer.
• 11:01
  The problem is, trying to put out good quality writing takes
• 11:04
  time. If I want to put out a nice
• 11:06
  solid blog post to probably expand on, all these ideas that
• 11:12
  I talk about will probably take me two to three hours every day
• 11:16
  producing content. And I don't have that kind of
• 11:18
  time because I'm trying to have a business here.
• 11:21
  I'm also looking for clients every day, and I'm trying to
• 11:23
  service the clients that I already have.
• 11:25
  So I can't realistically say that I'm going to sit down from
• 11:31
  9:00 to 12:00 only for producing content.
• 11:35
  It's a stretch. So it's easier for me to just
• 11:38
  pick up the phone and then just speak into the phone, record
• 11:42
  this podcast real quick and then it's done.
• 11:45
  So that way I can talk for 30 minutes and I'm done.
• 11:47
  I don't do any editing because sometimes Nigerian Internet can
• 11:51
  be crap. Uploading 30 minutes of audio
• 11:53
  might take me another 7 minutes or another 10 minutes.
• 11:55
  But you, you see what I mean? I can create long form content
• 11:59
  in 40 minutes tops every day instead of spending three hours,
• 12:04
  two to three hours every day. It's huge time savings.
• 12:07
  So that's the reason why I'm on this podcasting journey right
• 12:10
  now. And the results, you know, be a
• 12:13
  testimony over 880 episodes so far because I'm producing stuff
• 12:17
  that is natural and is easy. And so, you know, I can do it.
• 12:21
  And of course people are engaging with it.
• 12:24
  So yeah, if it if it's, if it's working, then it's working.
• 12:28
  But yes, I know that if I had been blogging, the growth or the
• 12:35
  engagement would have been a whole lot more.
• 12:37
  So back when I still had a blog, it's still up and I haven't put
• 12:39
  it down, but back when I still had, I still maintained the
• 12:42
  blog. Yes, I must admit that I was
• 12:45
  getting more and more engagement for that, but it was taking up a
• 12:49
  lot of my time. Where was I?
• 12:52
  OK, so how to execute this organic social?
• 12:55
  Just produce what comes naturally to you, produce what
• 12:57
  comes easy to you. If it's natural and it's easy,
• 12:59
  you can do it every day of the week.
• 13:01
  Or at the very least you can do it 2-3 times a week like I do
• 13:05
  over here. Then that is step one.
• 13:08
  Then #2 we're thinking of social signals.
• 13:11
  Pay attention. Start seeing what pops off.
• 13:14
  You might notice that you record some videos and 0.
• 13:17
  Nobody's paying attention. And then you record certain
• 13:19
  kinds of videos and you're getting positive signals, or you
• 13:23
  write about certain kinds of things and then zero and you
• 13:26
  write about other things. And then you see that you're
• 13:29
  getting some attention. Use the social signals to show
• 13:33
  what it is that you should do more of.
• 13:37
  And that's how I think you should execute these these sorts
• 13:40
  of things. So when I started off on the
• 13:42
  podcast, I started off saying what I thought people needed to
• 13:46
  hear. And the first, the very first
• 13:49
  podcast episode, I think was an introduction to personal selling
• 13:53
  or something like that. I can't remember, but that's how
• 13:54
  I started off saying exactly what I thought people needed to
• 13:57
  hear. And yes, that particular podcast
• 14:00
  episode has done pretty well. But I've noticed that what
• 14:03
  really pops off is when I'm answering specific questions.
• 14:07
  And that is the reason why I spend a lot of time answering
• 14:10
  questions because it pops off. It does really well.
• 14:13
  Apart from that, I have noticed that if I spend all my time
• 14:16
  answering questions, I can podcast from now until the day
• 14:19
  the Lord calls me home because people will always have
• 14:22
  questions and I will never run out of ideas.
• 14:25
  So I can stop on a day like this and talk about content is king.
• 14:29
  That's something I want to talk about.
• 14:30
  And then tomorrow I go back to answering questions.
• 14:32
  So yeah. So see, use social signals to
• 14:36
  see what's working and then do more of that.
• 14:39
  Now, some words or some opinions rather about what kind of
• 14:43
  content to produce. It is contextual.
• 14:47
  I've already hinted on that because I noticed that lots of
• 14:49
  people want to trend. You want to blow, you want to be
• 14:52
  popular, you want to whatever. And so because of that, people
• 14:56
  are paying attention to Internet memes and trying to do things
• 14:58
  like that. Like this guy Aiki who was doing
• 15:01
  dancing and all that. I mean, he's a radio TV show
• 15:03
  presenter, you know, he's not a comedian and stuff like that.
• 15:07
  So I really don't think he should be doing things like
• 15:09
  that. Promote his business and, and
• 15:11
  I've only seen him do that once. And then let me stop beefing
• 15:13
  after all, because guy has more money than I do.
• 15:15
  So I was like, OK, So what kind of contents to produce?
• 15:20
  Now I think it's contextual. It depends.
• 15:22
  Who are you? What are you trying to do?
• 15:24
  What's the industry? What is the audience that you're
• 15:26
  looking out for? Those are the main things that
• 15:27
  should determine. So for Mr. Macaron or Macaroni
• 15:31
  or whatever his name is, you know the one who you know, What
• 15:37
  did he call it? Is it big?
• 15:38
  No, not biggie. Biggie.
• 15:39
  I'm busy. Cutie.
• 15:39
  Cutie or sexy? Sexy.
• 15:41
  I can't remember the one that makes videos about Instagram
• 15:44
  buddies and things like that. So Mr. Macaron can make those
• 15:49
  kind of that kind of content with sexual innuendo and stuff
• 15:53
  like that because he's a comedian and he's an actor.
• 15:57
  If I were to do stuff like that as a business consultant, yeah,
• 16:01
  I might get lots of views and shares and things like that, but
• 16:05
  it is not going to help me primarily build my business
• 16:10
  consulting business. Hope you guys are getting the
• 16:16
  the difference. The thing that I'm trying to,
• 16:18
  I'm trying to stress here. So for Mr. Macaroni or Mr.
• 16:21
  Macron, he can do what he does and it's good.
• 16:25
  If I do that, it's bad. It'll thank me.
• 16:28
  Let me give you an example. I'm very, very good at that.
• 16:32
  Jokes. I just knock off that jokes as
• 16:36
  in effortlessly. My wife says I'm dry all the
• 16:39
  time. She says I'm dry and I have some
• 16:41
  pretty interesting comebacks for every time she says I'm dry.
• 16:44
  But The thing is, I don't have to think.
• 16:45
  I just produced that jokes. And yeah, sometimes I share
• 16:48
  those dad jokes on WhatsApp. And I've noticed that when I
• 16:51
  shared that jokes, I get a lot of engagement.
• 16:54
  People writing people like, oh, you're so funny.
• 16:57
  You're this is this, this one was dry, that one was dry.
• 16:59
  Then they send me stuff and then people share and all that.
• 17:02
  It gets a lot of engagement. But The thing is, I'm not a
• 17:06
  comedian. I'm not trying to build a career
• 17:10
  as a comedian 'cause I had to give myself brain that, yeah,
• 17:14
  this is that jokes. People are feeling it, but it's
• 17:18
  not giving me the kind of attention that I'm looking for.
• 17:20
  I'm looking for people who have business problems, who want to
• 17:23
  solve those business problems, and who think that personal
• 17:25
  selling or business development skills can help them solve those
• 17:29
  problems. So me putting out that jokes is
• 17:32
  not helping me. But then I can't resist.
• 17:35
  Once in a while I still throw up that jokes because right now I
• 17:38
  have a collection of about 100. Yeah, about 100 and something
• 17:42
  that jokes that I haven't put up on WhatsApp.
• 17:45
  Maybe I might share, maybe I might not.
• 17:47
  But you get what it is that I'm trying to say.
• 17:49
  If you're Mr. Macaron, you're entertainer, you're a comedian,
• 17:51
  you're an actor. Certain kind of things work.
• 17:53
  The same thing with Bro Shaggy, brother Shaggy.
• 17:56
  So Bro Shaggy put all those kids that he does, you know, have all
• 17:59
  those, you know, fake Yoruba girls in them.
• 18:03
  Plenty of sexually innuendo, plenty of adventure.
• 18:08
  Slap the violence. Stuff like that works for them
• 18:12
  for they're trying to do. If I do that, it's not going to
• 18:15
  work for me. If you're an engineer and you're
• 18:17
  doing stuff like that, I don't see how it's going to work for
• 18:19
  you. If you're a lawyer and you're
• 18:21
  doing stuff like that, I don't see how it's going to work for
• 18:24
  you. If you're waiting.
• 18:25
  Photographer, I don't know, maybe there's a way that you can
• 18:28
  make it work for you. I have no idea, but we have to
• 18:33
  keep it contextual. Who are you?
• 18:36
  What business are you in? What's the industry?
• 18:39
  Who are your customers? What's your personality?
• 18:43
  What things are you comfortable doing?
• 18:45
  Because I'm not comfortable trying to make a fool of myself
• 18:48
  on camera. No, Mr. Macaron does that
• 18:50
  effortlessly. And because of that, you know,
• 18:54
  we're seeing the results. He's on Instagram movies, he's
• 18:57
  being invited on podcasts, comedy tours, his wedding MC,
• 19:02
  all kinds of things. So that's working out.
• 19:05
  So it's contextual, but the buckets that I tell people to
• 19:10
  look at when it comes to producing content, when you're
• 19:12
  trying to produce organic content, organic social content
• 19:15
  to promote your business is to think in these terms.
• 19:18
  Think #1 education #2 entertainment #3 category is the
• 19:26
  harder one. There's something I heard when I
• 19:27
  was a boy, infotainment, and I still hear some people talking
• 19:30
  about it. So infotainment, you know, 2
• 19:33
  words, information and entertainment, You're trying to
• 19:35
  do both together. That third category is very
• 19:38
  hard, so let's skip infotainment for now and focus on either
• 19:44
  education and information or entertainment.
• 19:47
  So think about those things in two clear buckets.
• 19:49
  You're either going to come up with entertaining content to
• 19:51
  promote your business if you can make that work, or you're going
• 19:55
  to put up educational content to promote your business if you can
• 19:58
  make that work. So let me use a case study.
• 20:03
  Was it actually a conversation that I had?
• 20:06
  While I was talking to a panel of another panel and association
• 20:09
  of business women in Abuja at the beginning of the year.
• 20:13
  So there's a bunch of them there who are make up artists and who
• 20:16
  are talking about these sorts of things.
• 20:18
  Should I be dancing on? Should I be dancing on Tiktok
• 20:22
  and dancing on Instagram and stuff like that?
• 20:24
  And I told them the way that I'll talk to my sisters, like
• 20:27
  look, all of you are fine babes. So the truth is, if you go and
• 20:30
  twerk on Instagram, yes, you'll get attention.
• 20:33
  But is that kind? Is that the kind of attention
• 20:35
  that you need to help you promote your business?
• 20:37
  Because you are a makeup artist. So, you know, makeup artist, you
• 20:41
  are a skin care professional and your primary target audience is
• 20:45
  women between the ages of so, so and so who have children because
• 20:50
  you also sells makeup. So you know, makeup skin care
• 20:56
  for kids. Now, when you show up on
• 21:00
  Instagram, Instagram Reels or Tiktok and you're twerking, is
• 21:06
  it the woman that has kids that will see that video and like it
• 21:09
  and share it? Was it boys like me who have
• 21:12
  nothing else to do that morning and we're just, you know,
• 21:16
  looking at bum bum on the Internet and you think about it,
• 21:21
  you're trying to attract moms who have kids.
• 21:23
  I don't think twerking on Instagram or twerking on Tiktok
• 21:26
  is going to give you the kind of attention you're looking for.
• 21:28
  So your video will trend because boys like me will see and will
• 21:31
  swipe and I will send to my friends, you know, well, I
• 21:34
  definitely won't share with my wife because then she will think
• 21:37
  I'm anyway, let me just leave it like that.
• 21:41
  So it's not going to give you the kind of attention that you
• 21:43
  need. So I had that conversation with
• 21:44
  them and I told them that, look, I really think educational
• 21:47
  content for people like you is what you'll be paying attention
• 21:50
  to. And so we freestyled and we came
• 21:52
  up with a couple of things, a couple of questions.
• 21:55
  Remember, you can't go wrong with questions that people will
• 21:56
  have about the kind of videos that I can put up.
• 22:00
  So you're pregnant. What kind of makeup should you
• 22:04
  be using? What should your skin care be?
• 22:06
  What are the different kinds of of skin?
• 22:10
  I think there's dry skin, there's oily skin, there's
• 22:13
  something skin and I can't remember.
• 22:15
  How do you know what kind of skin you have?
• 22:16
  How is pregnancy going to affected?
• 22:18
  How does delivery affect this sort of thing when baby is born?
• 22:22
  What kind of skin care routine should you be using?
• 22:25
  What kind of Shea butter is good for children?
• 22:27
  What kind of Shea butter is bad for children?
• 22:29
  Should you be using local oils on children or what kind of
• 22:33
  vaccine should be using in all those sorts of things?
• 22:36
  Educational, educational, educational information,
• 22:38
  information, information. Now, you put up that kind of
• 22:41
  video as someone who is a skin care specialist for women
• 22:46
  between the ages of X&Y who have children, boys like me will not
• 22:51
  look at that kind of video. We'll see that video and we will
• 22:54
  skip. You will not get plenty of
• 22:57
  engagement. But The thing is, the little
• 23:00
  engagement that you do get would be the relevant kind because it
• 23:04
  will be women who are currently pregnant and who think, Kai,
• 23:07
  see, my nose is big and oily. How can I get my nose to become
• 23:10
  small and how can I remove the oil or do you think?
• 23:13
  Hi I've become pregnant before I was yellow.
• 23:16
  Pregnancy has made me black. How can I regain my yellowness
• 23:20
  or the other way around? I used to be black Pregnancy has
• 23:24
  made me yellow. I don't want people to think I'm
• 23:26
  bleaching. How can I regain my blackness or
• 23:29
  Oh my brand new baby is here but for some reason babies getting
• 23:33
  rashes all over the place. What can I do to help my baby
• 23:36
  boy? What can I do to help my baby
• 23:37
  girl? Or before pregnancy, I was oily
• 23:41
  skin, now after pregnancy I am now dry skin and I'm itching and
• 23:45
  chafing everywhere. What kind of skin care routine
• 23:48
  should I be doing? I think that is the kind of
• 23:51
  content that people in that context should be producing.
• 23:56
  So because fine babes dancing and grinding on Instagram and
• 24:00
  Tiktok is what is raining at the time, that was always raining.
• 24:04
  I don't know what's raining anymore anyway, so don't listen
• 24:06
  to me. So because that was always
• 24:08
  raining, that was what was trending.
• 24:10
  Doesn't mean that is what you should do.
• 24:13
  So thinking those two clear buckets, education,
• 24:15
  entertainment, look at who you are, who your audience is, what
• 24:19
  you're trying to achieve and then do it accordingly.
• 24:22
  So when you produce all those videos based on what seems to
• 24:26
  pop off, you know, if the people seem to engage more with the the
• 24:30
  baby ones, you know, skin care for babies dealing with nappy
• 24:34
  rash, babies with oily skin, babies with dry skin, you know
• 24:36
  that do more of that. But anyway, I'm sure you guys
• 24:42
  get the point close to 30 minutes.
• 24:44
  So let me not be labeled the point.
• 24:45
  So that's it. When we say content is king,
• 24:48
  content just means audio, video, written word.
• 24:53
  Content just means whatever you put out on the Internet.
• 24:56
  When we say content is king, it just means that you can use
• 24:59
  organic social to figure out what people like about your
• 25:03
  business or to figure out what is raining, what is trending.
• 25:07
  When you figure out either one, what people like about your
• 25:10
  business or like about you or you, or when you figure out what
• 25:13
  is trending, you can now throw money behind paid social to now,
• 25:18
  push to now promote to now what's it called, Boost whatever
• 25:23
  it is so that people can start reaching out to you and you
• 25:27
  start having conversations and then you get business about it.
• 25:30
  What kind of content should you be producing?
• 25:33
  Think in terms of education, think in terms of entertainment.
• 25:36
  There are some people who do both.
• 25:37
  That's infotainment. I know nothing about
• 25:40
  infotainment. Infotainment I'm, I'm not a
• 25:42
  performer, so you'd have to talk to someone else.
• 25:45
  But between education and entertainment, in my own humble
• 25:48
  opinion, though, those of us who are business owners, I really
• 25:51
  think we're better off with education.
• 25:53
  So ignore what the trends are. It's not going to help you.
• 25:57
  There was a time when, I can't remember how long ago went,
• 26:00
  planking was always raining on the Internet.
• 26:03
  You know, planking is when you lie down straight on, on the
• 26:05
  sign. And then little Wayne did
• 26:08
  planking. Who else?
• 26:10
  This guy that sang Is it too late Now to say sorry?
• 26:17
  Was that guy's name? I can't remember anyway, but you
• 26:21
  guys name White Boy who did some modelling for Calvin Klein and
• 26:25
  people are laughing at him because, you know.
• 26:27
  Anyway, for those of you that know the gist, you know the
• 26:29
  gist. So anyway, they were just
• 26:31
  planking up and down. Chris Brown was planking.
• 26:33
  Everybody was planking. And then Nigerian celebrities
• 26:35
  too are now planking and business owners are planking.
• 26:38
  If you're a business consultant, why are you planking?
• 26:40
  How would I help you do your business?
• 26:41
  If you're a Carpenter, oh OK. If you're a Carpenter, OK,
• 26:44
  there's a joke there. If you're a Carpenter, you're
• 26:46
  planking. OK, maybe you can be trying to
• 26:48
  do some humour. But if you're a house cleaner,
• 26:50
  what are you planking for? Like I really don't get it.
• 26:53
  Anyway, let me stop betraying my bias on the matter.
• 26:59
  And I'm sure you guys have gotten the gist, but bottom line
• 27:02
  is, content is king. So throw your hat into the ring,
• 27:05
  start producing some content, especially if you're not ready
• 27:08
  to spend money advertising Now, this is one of the easy ways to
• 27:12
  get into the game. Still keep talking to people,
• 27:14
  but as you're talking to people in real life, meeting people in
• 27:16
  the office, meeting people in church, attending trade fairs,
• 27:19
  doing all kinds of things, also be putting our content on the
• 27:22
  Internet so that people can find you like you, share you, and
• 27:25
  engage with you. So connect with me on WhatsApp.
• 27:28
  The phone number is 08064662140. The country code is +234 and
• 27:36
  connect with me on LinkedIn. My name is Tavi Shima Ayede.
• 27:39
  I'm the host of the show and they can confirm the spelling of
• 27:42
  my name. My e-mail address is there from
• 27:45
  whatever link that you're listening to this episode right
• 27:47
  now. So if you're listening using the
• 27:49
  Spotify link, then just hit the if you hit the the main tab or
• 27:55
  you hit the details, you you see it all there.
• 27:58
  So yeah, that's it. Thanks for your time and
• 27:59
  attention. I'll catch you guys at the next
• 28:01
  episode and as we head into Monday morning tomorrow, I hope
• 28:06
  that you guys are going to have a blessed week at the office, at
• 28:09
  the business or whatever it is that you guys are up to.
• 28:11
  So thank you very much for your time and attention.
• 28:13
  I'll catch you guys soon.