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Speaker 1: Hello.

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Speaker 2: My name is Santasha Nabananga Bamblet. I'm a proud Order

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Speaker 2: Order Kerni Whoalbury and a waddery woman. And before we

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Speaker 2: get started on She's on the Money podcast, I would

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Speaker 2: like to acknowledge the traditional custodians of the land of

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Speaker 2: which this podcast is recorded on a wondery country, acknowledging

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Speaker 2: the elders, the ancestors and the next generation coming through.

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Speaker 2: As this podcast is about connecting, empowering, knowledge sharing and

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Speaker 2: the storytelling of you to make a difference for today

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Speaker 2: and lasting impactful tomorrow.

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Speaker 1: Let's get into it.

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Speaker 3: She's on the Money, She's on the Money.

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Speaker 1: Hello and welcome to another episode of Business Bible. If

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Speaker 1: you've been thinking of starting a side hustle or a

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Speaker 1: small business, you are definitely in the right place. I'm

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Speaker 1: Victoria Devine, an ex financial advisor who has a background

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Speaker 1: in psychology and I currently run several successful businesses. As always,

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Speaker 1: I am joined by my beautiful friend and one of

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Speaker 1: the hardest working side hustlers I know, Miss jesscar Rici. No,

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Speaker 1: good morning. I am excited for today's episode. Me too.

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Speaker 4: I feel like we haven't done a Business Bible weapon

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Speaker 4: a little bit, so I always get excited for them,

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Speaker 4: and I feel like today's topic feels like it's really straightforward,

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Speaker 4: but it's one of those things that's easier said than done.

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Speaker 4: You go, oh, just reach more people. Okay, how do

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Speaker 4: you do that?

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Speaker 1: Oh, marketing, Jessica, that's the episode.

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Speaker 4: Yeah, it's like one of those that's it. It's like

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Speaker 4: one of those buzzwords that people that are around, like marketing,

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Speaker 4: reach what people, blah blah blah. But today we're going

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Speaker 4: to talk about how to actually do.

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Speaker 1: It, how to actually reach more customers for your business.

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Speaker 1: And then after the break, we're going to be exploring

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Speaker 1: how to use the five five five rule to create

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Speaker 1: a grow your network. But let's talk about the things

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Speaker 1: that we think you should know to expand your customer base.

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Speaker 1: Jess your bloody smart. At the end of the day,

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Speaker 1: I want to know where you're coming from. Where do

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Speaker 1: you think we should be starting.

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Speaker 4: Surely we've understanding our audience, right, our customer.

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Speaker 1: We talk about that all the time. But she's on

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Speaker 1: the money, right, Like we have this avatar of who

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Speaker 1: our consumer is, Like we know that they aren't in

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Speaker 1: their sixties, but we have people in their sixties who

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Speaker 1: engage in our content. So it's not necessarily about excluding people,

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Speaker 1: but rather identifying who your perfect person is. Like in

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Speaker 1: a perfect world, we've basically got Jess, and she's a

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Speaker 1: she's on the money poster a child, right, Like she's hah,

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Speaker 1: in her thirties. That's new, that's fresh, it's not going

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Speaker 1: to get all fun. But like you're in your early thirties,

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Speaker 1: you've just turned thirty and you want to create financial freedom.

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Speaker 1: Like at the end of the day, that is that

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Speaker 1: she's on the money target audience. And so it's really

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Speaker 1: good for us to have an idea of who that is,

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Speaker 1: but also an idea of who actually engages with our content,

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Speaker 1: because sometimes your ideal consumer ends up not being the

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Speaker 1: person that engages with your content. And while that can

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Speaker 1: be really confusing, understanding who is actually engaging with your

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Speaker 1: content or purchasing your product, not your ideal is going

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Speaker 1: to help you sell more. It's going to help turbocharge

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Speaker 1: your business. So I guess, let's go through a few

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Speaker 1: more nuanced steps. So, Jess, here are a few I

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Speaker 1: guess steps that we could take to actually identify our

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Speaker 1: target audience instead of like you know, turning up at

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Speaker 1: their house and being like, so you bought my candle holder,

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Speaker 1: what was your name? How do you? How does this work?

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Speaker 1: So we're going to do some market research. We could

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Speaker 1: use tools like surveys, we could use interviews, we could

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Speaker 1: do a few focus groups, bring together a couple of

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Speaker 1: your consumers to gather information about what growing your audience

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Speaker 1: might look like. Analyze your competitors. I always say on

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Speaker 1: the show, like it's to have blinkers on and not

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Speaker 1: actually get analysis paralysis or overwhelmed by looking at your competition.

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Speaker 1: But good business owners are able to pragmatically analyze their

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Speaker 1: competitors to see what their consumers are liking. I prefer

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Speaker 1: to learn from somebody else's mistakes, yess instead of making

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Speaker 1: my own. And then we can use tools like Google

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Speaker 1: Analytics to kind of track and understand the demographics of

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Speaker 1: the visitors that are coming to your website, because, as

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Speaker 1: I said before, sometimes you've got a target audience and

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Speaker 1: you think this product is going to be perfect for Jessica,

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Speaker 1: It's going to be fantastic, and then you find that

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Speaker 1: Craig's purchasing it. Yeah, and we need to understand why

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Speaker 1: that's happening. Not necessarily to stop it, but to go, Okay, well,

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Speaker 1: actually the product I thought would appeal to Jess, she's

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Speaker 1: not purchasing it. One, I want to know why, But two,

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Speaker 1: why is Craig like this? Yeah, so that we can

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Speaker 1: actually go down the route of expanding our customer base

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Speaker 1: and ultimately getting more sales and strengthening our business.

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Speaker 5: What would you look at next after that?

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Speaker 1: I would say, really optimizing your online presence. I was

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Speaker 1: about to say social presence. But it's not just social media, right,

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Speaker 1: Like it's your website, it is your social media, it's

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Speaker 1: kind of everything that could live on the internet.

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Speaker 6: Right.

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Speaker 1: So the first thing that I would do is actually

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Speaker 1: make sure that you have a user friendly website. So

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Speaker 1: many of us overlook this. We just like chuck a

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Speaker 1: page up and think that that's more than enough because

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Speaker 1: maybe you're not selling a product, maybe you're an influencer.

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Speaker 1: You're like, oh, if I just have a website, And

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Speaker 1: I mean, I don't know, Jess, if you're one your

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Speaker 1: website it's a work in progress. I know you've been

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Speaker 1: working on it. I was like, is that a thing?

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Speaker 4: Not yet?

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Speaker 1: I can't say. I google Jesse Ricci all that often

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Speaker 1: that seems reasonable. Weir but I mean, maybe I should.

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Speaker 1: Maybe I'll dig up a little bit of dirt that

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Speaker 1: I could use. But what we want to do is

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Speaker 1: make sure that we have a user friendly, informative, and

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Speaker 1: optimized website, and that doesn't have to cost us lots.

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Speaker 1: Like Jess, we have Squarespace and both you and I

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Speaker 1: can log into the back end of it. We are

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Speaker 1: not professionals by any stretch of the imagination, and we

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Speaker 1: can manage the entirety of the shig's on the Money website.

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Speaker 1: But what having a good website does is one it's

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Speaker 1: social validation. So before I engage with any product, I'm

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Speaker 1: going to snoop them. I'm going to go online and

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Speaker 1: have a look at who they are and what they

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Speaker 1: do to make sure that I know they're legit. Like

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Speaker 1: if I'm going to buy a product from you, and

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Speaker 1: then I go to your website and it says holding page,

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Speaker 1: I'm going to be like, is this a legit company?

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Speaker 2: Like?

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Speaker 1: Has it shut down? Giving? Not trustworthy?

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Speaker 5: Yeah?

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Speaker 1: So we essentially just want to be as trustworthy as possible.

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Speaker 1: Does that mean you need the biggest, brightest, shiniest logo. No, No,

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Speaker 1: we just need to be really clear in our messaging.

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Speaker 1: The next thing I would say is search engine optimization.

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Speaker 1: So if people are searching you and cannot find you,

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Speaker 1: you are missing out on potential customers. And search engine

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Speaker 1: optimization can seem really confusing, but ultimately search engine optimization

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Speaker 1: works by being able to pull keywords from your website

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Speaker 1: and put them into search engine platform. So like if

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Speaker 1: someone google's Jessica Ricci, we want your website coming up.

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Speaker 1: That means that to come up, we want to make

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Speaker 1: sure that the words Jessica Richie are all over your website.

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Speaker 1: So they're not just in the username, they're in the heading,

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Speaker 1: They're in the text of the website. And the same

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Speaker 1: goes for like let's say jess always use the example

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Speaker 1: of candles. I think because I think that, in my

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Speaker 1: head is the quintessential.

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Speaker 5: Side hustle or small perfect example.

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Speaker 1: It's a perfect example. Right, Like, let's say you sell candles, right,

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Speaker 1: you would want to make sure that your website has

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Speaker 1: keywords candles. You would want to make sure that all

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Speaker 1: of the keywords that are important to you are used

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Speaker 1: on your website. So if Melbourne made is important, or

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Speaker 1: Australian made is important, or you know, making sure that

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Speaker 1: you've got candles, maybe you do wax melts. In addition,

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Speaker 1: making sure that you're talking about all of these things

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Speaker 1: in the text of your website is really important, not

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Speaker 1: just whacking the product up, because that's where Google pulls

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Speaker 1: its information from. It pulls it from the text on

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Speaker 1: your web site. So there's obviously a lot more complex

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Speaker 1: things you can do around search engine optimization, but I

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Speaker 1: would start there, and then social media. Jess, you're the

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Speaker 1: queen of social media. At the end of the day,

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Speaker 1: I think that we can all agree that maintaining consistency

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Speaker 1: online is really important. If you're a business and you're

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Speaker 1: planning on selling stuff and then a customer goes to

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Speaker 1: your Instagram and sees you haven't posted in twelve months,

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Speaker 1: they might think that you're no longer in operation. So

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Speaker 1: we need to be consistent. But also we need to

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Speaker 1: make sure that we are active and engaging. So where

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Speaker 1: is your target audience, who are they following, what are

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Speaker 1: they doing? Are you actually engaging with other profiles that

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Speaker 1: is going to get you some visibility? And then content marketing,

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Speaker 1: so what are you putting up on your website? Are

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Speaker 1: you regularly updating a blog if that's necessary, Are you

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Speaker 1: addressing the needs and the interests of your consumer so

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Speaker 1: that you can actually draw them into your product. I

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Speaker 1: talk a lot often about establishing yourself in the industry

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Speaker 1: as a leader, right, So when I'm doing that, it

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Speaker 1: means that I'm writing a lot of content and putting

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Speaker 1: a lot on our website and our blog that is

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Speaker 1: free for people to consume, because I want to draw

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Speaker 1: them in. I want them to see me as somebody

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Speaker 1: who knows their stuff, who knows what she's talking about,

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Speaker 1: not necessarily only when I'm getting paid for it, because

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Speaker 1: if you're only engaging in paid content, well it's going

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Speaker 1: to be few and far between, especially at the start.

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Speaker 5: Yeah, where's the value for people exactly?

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Speaker 4: It's interesting actually because those three link together really closely,

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Speaker 4: Like a SEO is such a great skill. And I

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Speaker 4: was reading an article recently about how TikTok specifically, but

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Speaker 4: social media more broadly, are becoming their own search engines,

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Speaker 4: Like people are turning to TikTok instead of going to Google.

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Speaker 4: How do I fix my sink? How do I fix

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Speaker 4: my tap? People are plugging those same things into TikTok

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Speaker 4: or into Instagram.

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Speaker 1: I can look at myself.

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Speaker 4: Yeah, they're looking to consume shorter form media, or they're

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Speaker 4: looking for visual demo straation, maybe they're looking on YouTube

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Speaker 4: or something like that. And so it's really interesting how

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Speaker 4: those same SEO skills that historically you would have only

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Speaker 4: applied to your website or to your blog or whatever

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Speaker 4: that was, and now branching out to apply to your

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Speaker 4: socials as well. And so once you kind of learn

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Speaker 4: that skill, you really can apply it in many different

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Speaker 4: places that then will help boost the visibility of that

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Speaker 4: social and hopefully help grow your reach there too. So

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Speaker 4: it's it's really interesting. I know that SEO particularly is

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Speaker 4: something that a lot of people go, oh, that seems hard,

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Speaker 4: and like not to say that it's not, but.

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Speaker 1: Like it doesn't have to be hard, yeah, Like it

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Speaker 1: can be very simple. And I think that when we're

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Speaker 1: you know, creating content like this, you're not looking for

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Speaker 1: the super technical side of SEO. Yeah, probably, like how

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Speaker 1: do I optimize my website myself? How do I put

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Speaker 1: myself and my business in the best possible position. A

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Speaker 1: company that's doing this really well actually is you know

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Speaker 1: my friend Mia who has Moxi. So Moxi are period

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Speaker 1: care products, but if you go to their tiktop. They

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Speaker 1: are popping off with the educational content, which ultimately drives

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Speaker 1: their consumer back to their product, right. Yeah, So if

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Speaker 1: you go to their TikTok you will notice that they're

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Speaker 1: not really talking about their product at all. They're talking

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Speaker 1: about period care. They're talking about how you use different products,

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Speaker 1: the different options on the market. They're talking about, you know,

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Speaker 1: all of those taboo things that consumers are pervy about.

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Speaker 1: But then it gets you connected with the brand. And

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Speaker 1: I think that we can learn a lot from them

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Speaker 1: because they've nearly got a million followers.

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Speaker 2: Now.

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Speaker 1: Who who would have thought that a tampon company can

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Speaker 1: get a million folck? But she's doing it and absolutely

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Speaker 1: killing it. So I think that having good examples is

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Speaker 1: also really helpful because when you start to dive into them,

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Speaker 1: you realize they're not just jumping on saying, hey I

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Speaker 1: sell this candle, look at it again, look at it again.

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Speaker 1: That's not what they're doing. They're kind of creating the

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Speaker 1: lifestyle around it so that you kind of then see

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Speaker 1: their product as a way to engage with their platform. Yeah,

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Speaker 1: and I think that working backwards that way is really powerful.

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Speaker 1: And I mean just every time I'm buying something in

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Speaker 1: the moment I'm looking it up on TikTok.

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Speaker 5: First, Yeah, you're looking for those reasons.

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Speaker 4: That's how you're reaching more people, and those platforms are

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Speaker 4: pushing you out to broader audiences, to new eyeballs. And

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Speaker 4: if the content's engaging and exciting, like you were saying,

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Speaker 4: Moxie is, people go oh like, maybe I'll look into

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Speaker 4: that a little more.

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Speaker 1: Maybe I keep starting a little try exactly. And then

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Speaker 1: I guess we could segue into welles, should we be

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Speaker 1: paying for advertising? What are your thoughts on this? Because

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Speaker 1: we run a lot of partnerships, but we've never really

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Speaker 1: done paid advertising. At what point do we do we

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Speaker 1: do that?

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Speaker 4: I think we got burned in the early days fun

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Speaker 4: little learning for everybody. And I was listening to m

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Speaker 4: Loosen talk about this, she had the same problem. So

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Speaker 4: it seems like it's a reoccurring thing. But there are

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Speaker 4: many agencies out there, and I don't want to paint

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Speaker 4: all agencies with the same brush, but there are many

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Speaker 4: agencies out there that will say, hey, we'll run your

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Speaker 4: paid ads for you. You can spend two thousand dollars

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Speaker 4: and turn it into aundred thousand dollars and you see

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Speaker 4: all of these great success stories, and we tried in

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Speaker 4: the really early days of She's on the Money idea. Okay,

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Speaker 4: you guys seem legit.

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Speaker 1: I obviously would like to grow my podcast fantastic and

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Speaker 1: how'd that go for us?

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Speaker 4: Not great, not to be crash, but we kind of

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Speaker 4: pissed the money down the drain.

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Speaker 1: Yeah, we did, and they did nothing. Do you remember

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Speaker 1: this This is probably juicy goss. We won't name names,

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Speaker 1: but do you remember how we were like, already not

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Speaker 1: happy with them, We had seen absolutely no conversion. And

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Speaker 1: then one of my friends messaged me and said, oh

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Speaker 1: my gosh, could you please tell me about your experience

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Speaker 1: with XYZ Marketing agency because you guys are front and

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Speaker 1: center of their media pitch pack. And I was like, ah,

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Speaker 1: this is very awkward.

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Speaker 4: Yeah, extremely uncomfortable, and not to say that paid advertising

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Speaker 4: doesn't work. So definitely a time and a place, But

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Speaker 4: I think, particularly for small business, there is so much

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Speaker 4: value in learning to do it yourself.

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Speaker 1: And I guess that's a good example of how I

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Speaker 1: didn't know what I didn't know. And I think when

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Speaker 1: somebody comes in and says, look, we can help you

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Speaker 1: do X Y and Z, I was like, oh my gosh,

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Speaker 1: that's exactly what I want. And at that point in business,

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Speaker 1: it was a massive cost for us, and we invested

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Speaker 1: this money and hoped to get a return and we didn't,

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Speaker 1: and it was bullshit, and.

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Speaker 4: We were locked in on a retainer, so we were

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Speaker 4: stuck there for a couple of months exactly.

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Speaker 1: And then when we look back, I'm like, Jess, you

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Speaker 1: and I could have learned so much online. We could

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Speaker 1: have gone to YouTube and worked out how to do

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Speaker 1: our own paid ads. We could have worked out whether

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Speaker 1: we even wanted to do that, and ultimately we decided

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Speaker 1: to do that at a time in our business that

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Speaker 1: didn't make a lot of sense, Like had we done

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Speaker 1: it now And at the moment I'm trying to work

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Speaker 1: out paid advertising, I'm looking at how to do Facebook ads,

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Speaker 1: how to do Instagram ads, because I'm about to come

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Speaker 1: out with a new course, and then after that course

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Speaker 1: comes out, and another one's coming out, and like, hopefully

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Speaker 1: it'll just keep rolling from there. But paid advertising has

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Speaker 1: its place, but at the time I was trying it,

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Speaker 1: it didn't make a lot of sense. So I think

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Speaker 1: this is a good lesson in going, well, actually, how

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Speaker 1: does this fit into my business. And if I attract

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Speaker 1: a whole heap of customers, can I look after them? Yeah?

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Speaker 1: But can I actually service these people if they were

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Speaker 1: to come in? So jess moving on from I guess

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Speaker 1: paid ads because we could do a lot of conversation

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Speaker 1: and maybe we do a whole episode on the different

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Speaker 1: types of advertising. But let's talk about partnerships because this

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Speaker 1: is a thousand percent your topic because what's your official

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Speaker 1: job title, partnership manager. Oh wow, okay, so we've got

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Speaker 1: the expert here, But talk to me about partnering with

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Speaker 1: other businesses. At what point should we be considering it?

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Speaker 1: At what point should we be pushing back and not

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Speaker 1: doing free collaborations? Like what does that look like?

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Speaker 4: I think that partnerships, especially in the early days of

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Speaker 4: your business, can be really beneficial because we've spoken before

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Speaker 4: about finding people who are going through similar experiences to

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Speaker 4: you as a small business owner or a startup owner.

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Speaker 4: And I think collaborating with other businesses that can be

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Speaker 4: a really good way to connect with people. And so

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Speaker 4: I think back in the day, I remember lots of

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Speaker 4: small brands would come together and maybe do like a

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Speaker 4: giveaway on Instagram and you know, follow all of the

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Speaker 4: pages in the giveaway, and while you know, it's a

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Speaker 4: whole seperate discussion about whether or not that type of

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Speaker 4: giveaway is the best way of reaching new people. Working

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Speaker 4: with other brands I think can help you gain a

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Speaker 4: level of exposure to an aligned audience, to a similar customer.

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Speaker 4: You know, if you're selling candles and you work with

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Speaker 4: someone who sells I musks, I must exactly like self

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Speaker 4: care stuff, you go probably a similar target market. So

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Speaker 4: if you work together on a giveaway, or if you go, hey,

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Speaker 4: can we create a co branded product or.

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Speaker 1: Find it just like a gift pack between the tour.

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Speaker 4: Exactly like, there are lots of things that you can

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Speaker 4: explore that I think are really good, but you need

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Speaker 4: to make sure that it's beneficial on both sides. And

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Speaker 4: so if you're a startup business and you've got you know,

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Speaker 4: your candle that you really love, and you go to

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Speaker 4: Glasshouse Candles and you go, hey, can we elaborate together,

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Speaker 4: the benefit may not be there for them. And I

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Speaker 4: think sometimes people go, oh, but I want to work

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Speaker 4: with other people. I want to partner up, But there

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Speaker 4: needs to be value for both of you. Because for

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Speaker 4: the small business, you go, oh, Glasshouse candles, Like they're selling.

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Speaker 1: To my idea get absolute value.

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Speaker 5: Yeah, that's awesome for me.

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Speaker 4: If we can find a way to work together, that

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Speaker 4: would be great. But you then have to explain to

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Speaker 4: the other company, in this case Glasshouse, why should they

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Speaker 4: work with you, Like, do you have a unique product

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Speaker 4: that you've created, that you've patented the technology and you're

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Speaker 4: the only person doing it, and you know, they can

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Speaker 4: be ahead of the curve if they work with you

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Speaker 4: and you create something together, or you know, do you

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Speaker 4: work with a particular artist and you can co brand,

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Speaker 4: you know, something on their candles. But if there's no

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Speaker 4: value there for them, they're not going to want to

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Speaker 4: do it, and it sounds harsh.

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Speaker 1: And even if they agree to it, they might not

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Speaker 1: put the time and energy and effort into it that

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Speaker 1: you're anticipating. So the energy input from you could be

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Speaker 1: incredibly high, and then they might just tag you in

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Speaker 1: one Instagram story and you'll be like, wait, what, Like

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Speaker 1: that's not what I expected. The other thing you touched

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Speaker 1: on before was like the word collaboration, and I think

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Speaker 1: they're in small business. We talk about collaborating all the time,

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Speaker 1: but often as a small business you kind of get

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Speaker 1: so worried that they're actually competition, Like you might see

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Speaker 1: other people in your space doing better, or other people

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Speaker 1: in your space that you think are doing better, or

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Speaker 1: even just other people around you, and instead of collaborating

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Speaker 1: and being I guess you could say really open, you're

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Speaker 1: really insular and you're like, no, I don't want anything

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Speaker 1: to do with them because you know they're my competition,

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Speaker 1: and you know their sole product might be imasks, but

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Speaker 1: they sell a candle, so they're cut like I can't

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Speaker 1: talk to them at all. And I think we need

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Speaker 1: to be open to embracing the idea of collaboration over competition,

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Speaker 1: because competition puts you backwards. It's like me and finance, right,

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Speaker 1: there's so many mortgage brokers out there. Are they my competition? No,

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Speaker 1: because I'm not there and they're not me. So somebody,

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Speaker 1: if you were a mortgage broker, somebody's going to resonate

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Speaker 1: with Jess and only want to work with Jess. Doesn't

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Speaker 1: matter who I am, or what I do or how

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Speaker 1: many awards I win. Someone's also going to want to

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Speaker 1: work with me and not resonate with you. And I

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Speaker 1: think the sooner you come to that realization, that there's

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Speaker 1: actually more than enough people out there, and that's true

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Speaker 1: in any industry. Like a lot of people might come

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Speaker 1: to us justs and say it is even worth starting

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Speaker 1: a candle business now glasshouse exists, and the answer to

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Speaker 1: that is, well, yes, because you're offering a slightly different product.

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Speaker 1: It's the experience, it's the connection to brand, it's the

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Speaker 1: values of morals. It's not necessarily the actual candle. When

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Speaker 1: someone buys a candle, they're not like, do you know

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Speaker 1: what I feel like, Jess, I'd like a glass full

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Speaker 1: of wax? Like, that's not what they're thinking. They're thinking

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Speaker 1: the experience. They're thinking scent. They're thinking how does this

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Speaker 1: benefit and uplift my life? And you're providing that experience.

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Speaker 1: So I think going deeper and realizing that we're not

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Speaker 1: in competition, you can collaborate. It's going to be able

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Speaker 1: to expand your network.

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Speaker 4: Yeah. Absolutely. The other type of partnership that you could

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Speaker 4: consider is affiliate programs. Oh yeah, and now this when

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Speaker 4: you're a small business, you know it might be a

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Speaker 4: little bit more tricky to set up, and there are

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Speaker 4: actually platforms that will help you facilitate that, but effectively,

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Speaker 4: affiliate marketing is where if somebody sells one of your products,

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Speaker 4: you pay them a percentage of the sale as a commission, effectively.

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Speaker 4: And if you're just starting out, this might not be

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Speaker 4: quite right for you, but I think once you're a

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Speaker 4: little bit more established, it can be a really great

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Speaker 4: way to get existing customers, people who already use and

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Speaker 4: love your product, to represent it and to sell on

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Speaker 4: your behalf. And maybe that is also a whole separate

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Speaker 4: episode because it's a lot of talk about it.

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Speaker 1: I feel like it's affiliate marketing is becoming massive in Australia.

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Speaker 1: It was massive in the UK and the US, and

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Speaker 1: I mean the best example I have of this is

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Speaker 1: LTK and LTK is it's like to not yeah and

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Speaker 1: like to know it. And they are a basically a

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Speaker 1: fashion platform where your favorite influencers like Mster Gricci can

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Speaker 1: put up their wardrobes and basically any product that they

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Speaker 1: sell and direct you to it, because how many times

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Speaker 1: do you comment on an influencer supposed to be like hey,

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Speaker 1: where's your jacket from? Like real cute? All the time

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Speaker 1: the link is actually in their bio, they've listed the product,

433
00:21:20,560 --> 00:21:23,320
Speaker 1: but they get a clip of that sale when you

434
00:21:23,440 --> 00:21:26,159
Speaker 1: purchase it, And to be honest, I think that's really fair.

435
00:21:26,240 --> 00:21:28,640
Speaker 1: Like you're the one that saw it on them, they're

436
00:21:28,720 --> 00:21:32,320
Speaker 1: basically selling to you. But if you are a small

437
00:21:32,359 --> 00:21:35,520
Speaker 1: business and you sell clothing, making sure you're listed on

438
00:21:35,560 --> 00:21:38,800
Speaker 1: websites like that so that your consumer can actually pick

439
00:21:38,840 --> 00:21:40,960
Speaker 1: it up and list it and share it with their

440
00:21:40,960 --> 00:21:42,560
Speaker 1: communities is really smart.

441
00:21:42,720 --> 00:21:42,920
Speaker 2: Yeah.

442
00:21:42,920 --> 00:21:45,400
Speaker 5: I totally agree, and I'm actually very excited.

443
00:21:45,040 --> 00:21:47,800
Speaker 4: To hear your thoughts more on influencer marketing because I

444
00:21:47,800 --> 00:21:50,680
Speaker 4: feel it's a little bit spicy completely should.

445
00:21:50,400 --> 00:21:52,440
Speaker 1: We be using influencers in our businesses?

446
00:21:52,880 --> 00:21:54,359
Speaker 4: Stick around, let's go to a break, and then you

447
00:21:54,680 --> 00:22:02,480
Speaker 4: answer that. Welcome back everybody to the Business Bible and VD.

448
00:22:02,760 --> 00:22:04,960
Speaker 4: I want to get your thoughts on influencer marketing because

449
00:22:04,960 --> 00:22:07,400
Speaker 4: you kind of really straddle the fence in a very

450
00:22:07,400 --> 00:22:08,320
Speaker 4: interesting way on this.

451
00:22:09,040 --> 00:22:12,480
Speaker 1: Yeh, yes, because I would. I don't know. I don't

452
00:22:12,520 --> 00:22:14,719
Speaker 1: like being seen as an influencer, but if we did

453
00:22:14,760 --> 00:22:17,520
Speaker 1: still it down, am I one? Jess, totally damn it.

454
00:22:19,119 --> 00:22:22,239
Speaker 1: I would like to be seen as as who I

455
00:22:22,320 --> 00:22:24,720
Speaker 1: believe I am right, which is a business owner and

456
00:22:24,840 --> 00:22:27,840
Speaker 1: I run, she's on the money, I'm a podcaster, I'm

457
00:22:27,840 --> 00:22:30,919
Speaker 1: a mum. For me, influencer is not a job title

458
00:22:30,960 --> 00:22:33,960
Speaker 1: I like to embrace because I don't see it as

459
00:22:33,960 --> 00:22:36,920
Speaker 1: my job. And often when we talk about influencers, that's

460
00:22:36,960 --> 00:22:41,080
Speaker 1: their entire job. But I guess if we reshape it.

461
00:22:41,080 --> 00:22:43,240
Speaker 1: I was talking to my friend Angela Sobrano the other

462
00:22:43,320 --> 00:22:46,080
Speaker 1: day and she runs a company called Flourish pr and

463
00:22:46,119 --> 00:22:49,560
Speaker 1: she was like, we're moving away from calling people influencers

464
00:22:49,600 --> 00:22:53,880
Speaker 1: because that seems to have negative connotations, defining them as

465
00:22:54,160 --> 00:22:58,280
Speaker 1: people of influence. So people of influence who carry influence

466
00:22:58,280 --> 00:23:01,760
Speaker 1: in their market, right, So am I against influencer marketing?

467
00:23:01,800 --> 00:23:06,280
Speaker 1: Absolutely not. There is a massive, massive market for it. However,

468
00:23:06,640 --> 00:23:09,080
Speaker 1: that doesn't mean as a business it is the right

469
00:23:09,160 --> 00:23:12,080
Speaker 1: fit for you. What would be a right fit is

470
00:23:12,119 --> 00:23:15,479
Speaker 1: considering what might work and how it might work, and

471
00:23:16,160 --> 00:23:21,080
Speaker 1: influencer marketing. Let's talk about our client, Jess Kaboodle. I

472
00:23:21,119 --> 00:23:25,080
Speaker 1: am obsessed with Kaboodle. I am literally their perfect ambassador

473
00:23:25,280 --> 00:23:30,080
Speaker 1: because I adore their product. And also I am currently

474
00:23:30,119 --> 00:23:32,040
Speaker 1: in the midst of renovating my house, so I have

475
00:23:32,160 --> 00:23:36,520
Speaker 1: just renovated my kitchen and I've used Koboodle products. I

476
00:23:36,640 --> 00:23:40,000
Speaker 1: was intending on doing that the whole time. However, they

477
00:23:40,040 --> 00:23:42,639
Speaker 1: worked backwards, saw that I was engaging in their content,

478
00:23:42,720 --> 00:23:45,679
Speaker 1: contacted me and said, hey, Ve, we as a brand

479
00:23:45,880 --> 00:23:48,879
Speaker 1: are interested in working with you because we can see

480
00:23:48,920 --> 00:23:51,880
Speaker 1: that this is on your horizon already. So I would

481
00:23:51,920 --> 00:23:55,520
Speaker 1: say that this is a really organic match for me

482
00:23:55,680 --> 00:23:58,200
Speaker 1: to be working I guess in that influencer or person

483
00:23:58,240 --> 00:24:01,800
Speaker 1: of influence space with a brand. Because my community know

484
00:24:02,000 --> 00:24:04,720
Speaker 1: that I'm currently renovating my house the whole time, I

485
00:24:04,760 --> 00:24:07,080
Speaker 1: wanted to do that on a budget, like it's actually

486
00:24:07,080 --> 00:24:09,560
Speaker 1: really important to me to not over capitalize on the

487
00:24:09,560 --> 00:24:12,880
Speaker 1: property that we've purchased. So we're you know, going through

488
00:24:12,920 --> 00:24:15,760
Speaker 1: the motions of this. That makes a lot of sense

489
00:24:15,800 --> 00:24:18,720
Speaker 1: because it's appealing to our demographic and it's an opportunity

490
00:24:18,760 --> 00:24:22,560
Speaker 1: for Kaboodle to get access to my audience. On the

491
00:24:22,600 --> 00:24:26,959
Speaker 1: flip side, had I worked with like a big luxury brand,

492
00:24:27,600 --> 00:24:29,520
Speaker 1: I don't think that would have worked. Yes, So let's

493
00:24:29,560 --> 00:24:32,480
Speaker 1: say like the fancy Pants Kitchen company wanted to come

494
00:24:32,520 --> 00:24:36,119
Speaker 1: and work with me. That didn't make sense because it

495
00:24:36,240 --> 00:24:38,920
Speaker 1: wasn't organic. And not only would I you know, probably

496
00:24:38,960 --> 00:24:40,560
Speaker 1: have got a lot of backlash because people would have

497
00:24:40,560 --> 00:24:42,480
Speaker 1: been like thee Because people aren't stupid, they would have

498
00:24:42,520 --> 00:24:44,400
Speaker 1: been like, V, this makes no sense for you at

499
00:24:44,400 --> 00:24:46,840
Speaker 1: this point, like are you seriously putting a five hundred

500
00:24:46,840 --> 00:24:48,439
Speaker 1: thousand dollars kitchen in that house?

501
00:24:48,600 --> 00:24:48,919
Speaker 2: Like what?

502
00:24:49,600 --> 00:24:53,080
Speaker 1: But also it wouldn't have made sense for them because

503
00:24:53,080 --> 00:24:56,200
Speaker 1: they're not getting access to the target market that I have,

504
00:24:56,720 --> 00:24:59,040
Speaker 1: like my audience. They're like you and I just I

505
00:24:59,160 --> 00:25:01,640
Speaker 1: love a bargain. Do we love a bargain? We love

506
00:25:01,680 --> 00:25:05,080
Speaker 1: to see little diis Like that's probably where people sit

507
00:25:05,200 --> 00:25:07,840
Speaker 1: in the sphere of you know, your and my content,

508
00:25:07,960 --> 00:25:10,879
Speaker 1: Like you're the queen of doing DIY smaller projects. I

509
00:25:10,920 --> 00:25:13,480
Speaker 1: wish I could do them. But then when it comes

510
00:25:13,480 --> 00:25:15,520
Speaker 1: to you know, doing a kitchen, I want all the

511
00:25:15,520 --> 00:25:17,920
Speaker 1: tips and tricks. I want to know whether dishwashers meant

512
00:25:17,920 --> 00:25:20,040
Speaker 1: to go to make it the most economical and like

513
00:25:20,280 --> 00:25:23,760
Speaker 1: use a friendly kitchen. So I think making sure that

514
00:25:24,000 --> 00:25:27,160
Speaker 1: if you are going to work with influences, they actually

515
00:25:27,200 --> 00:25:30,959
Speaker 1: are reflective of one your target audience. But a too

516
00:25:31,080 --> 00:25:34,399
Speaker 1: actually influential is really important. And I mean we'll probably

517
00:25:34,480 --> 00:25:38,240
Speaker 1: do an entire episode on whether influencers are right for

518
00:25:38,280 --> 00:25:40,480
Speaker 1: your business or not and how to work with them.

519
00:25:40,760 --> 00:25:43,760
Speaker 1: But one of the best websites that we use we

520
00:25:43,840 --> 00:25:47,080
Speaker 1: don't work with influencers, but we do like snooping. So

521
00:25:47,080 --> 00:25:50,160
Speaker 1: social blade dot Com, I would say, is a really

522
00:25:50,160 --> 00:25:53,000
Speaker 1: good website to go and have a look at, because

523
00:25:53,040 --> 00:25:55,000
Speaker 1: it will not only tell you I don't think in

524
00:25:55,040 --> 00:25:58,240
Speaker 1: this day and age, followers make sense. No, I don't

525
00:25:58,240 --> 00:26:00,919
Speaker 1: think in this day and age, DJing and influence are

526
00:26:00,960 --> 00:26:03,880
Speaker 1: based on how many followers they have make sense because

527
00:26:03,960 --> 00:26:07,560
Speaker 1: their engagement is what matters. So Social Blade really breaks

528
00:26:07,560 --> 00:26:09,680
Speaker 1: that down and shows you, I guess under the hood

529
00:26:09,720 --> 00:26:12,320
Speaker 1: of like, how many comments are they actually getting in

530
00:26:12,359 --> 00:26:15,359
Speaker 1: proportion to how many followers they have. Are they naf

531
00:26:15,440 --> 00:26:17,560
Speaker 1: bot comments or are they proper comments?

532
00:26:17,640 --> 00:26:18,040
Speaker 2: Yeah?

533
00:26:18,080 --> 00:26:19,600
Speaker 1: What is their engagement rate?

534
00:26:19,800 --> 00:26:19,879
Speaker 4: Like?

535
00:26:20,200 --> 00:26:23,000
Speaker 1: Because for me as a business, if someone's going to

536
00:26:23,080 --> 00:26:26,920
Speaker 1: interact with my post or even on my personal account,

537
00:26:27,640 --> 00:26:30,199
Speaker 1: I don't care about how many likes it gets. I

538
00:26:30,280 --> 00:26:32,960
Speaker 1: care about how many good engaged comments it gets, and

539
00:26:33,000 --> 00:26:35,719
Speaker 1: I care about how many times people are sending it

540
00:26:35,760 --> 00:26:38,720
Speaker 1: to their friends. Yeah, Like I want you to see

541
00:26:38,720 --> 00:26:41,320
Speaker 1: my post yess and think that that's so cool. You

542
00:26:41,400 --> 00:26:43,800
Speaker 1: might not like it because I just whatever you forgot,

543
00:26:44,560 --> 00:26:47,920
Speaker 1: but you're sending it to your friend yeah, because you're like, oh,

544
00:26:47,960 --> 00:26:50,920
Speaker 1: look at this cool candle like reaching a whole nother

545
00:26:51,000 --> 00:26:55,640
Speaker 1: person through the person you touch exactly. So influencer marketing

546
00:26:56,320 --> 00:26:58,359
Speaker 1: can be good, but we need to approach it with

547
00:26:58,400 --> 00:27:00,639
Speaker 1: a little bit of caution because I think so many

548
00:27:00,720 --> 00:27:04,159
Speaker 1: times people and small businesses put all their eggs in

549
00:27:04,240 --> 00:27:07,200
Speaker 1: one basket when it comes to influencer marketing. They go, well,

550
00:27:07,240 --> 00:27:10,000
Speaker 1: if I can get Kendall Jenner to post about my

551
00:27:10,640 --> 00:27:13,480
Speaker 1: business because I've seen this online, it'll go gangbusters and

552
00:27:13,520 --> 00:27:16,920
Speaker 1: I'll be successful after that. Yeah, And that is shehew

553
00:27:17,080 --> 00:27:17,920
Speaker 1: and far between.

554
00:27:18,200 --> 00:27:21,160
Speaker 4: Yeah, And I think it's about resetting expectations as well,

555
00:27:21,160 --> 00:27:24,760
Speaker 4: because you're totally right. I think, especially for people who

556
00:27:24,800 --> 00:27:28,440
Speaker 4: have less experience with the influencer content creator industry, there's

557
00:27:28,440 --> 00:27:30,320
Speaker 4: an assumption that if someone with a lot of followers

558
00:27:30,320 --> 00:27:33,280
Speaker 4: shows a product, that product will immediately sell out. Yeah,

559
00:27:33,320 --> 00:27:35,840
Speaker 4: which is not the case. And it's not always what

560
00:27:35,840 --> 00:27:38,800
Speaker 4: you're using influencers for either. And you're right, this is

561
00:27:38,800 --> 00:27:41,360
Speaker 4: probably a whole episode in and of itself. But sometimes

562
00:27:41,359 --> 00:27:43,959
Speaker 4: it's market awareness. It's just letting people know that your

563
00:27:44,000 --> 00:27:47,800
Speaker 4: brand exists, and that is a very valuable thing in

564
00:27:47,840 --> 00:27:50,800
Speaker 4: and of itself. Conversion is only one element that you

565
00:27:50,920 --> 00:27:54,040
Speaker 4: might be looking to use an influencer or an influential

566
00:27:54,080 --> 00:27:58,639
Speaker 4: person for And I think that having realistic expectations because

567
00:27:58,640 --> 00:28:00,600
Speaker 4: a lot of the time, if you are working with influencers,

568
00:28:00,640 --> 00:28:03,640
Speaker 4: you're paying the money, and the bigger the influencer, those

569
00:28:03,680 --> 00:28:07,679
Speaker 4: sums of money can become astronomical. And you know, everyone

570
00:28:07,680 --> 00:28:08,919
Speaker 4: has a right to charge for their work. And I'm

571
00:28:08,960 --> 00:28:10,800
Speaker 4: the last person to comment here, or they're on it.

572
00:28:11,119 --> 00:28:14,359
Speaker 4: But I think that understanding that just because you're spending

573
00:28:14,400 --> 00:28:17,560
Speaker 4: that money doesn't necessarily mean you're immediately going to make

574
00:28:17,560 --> 00:28:19,840
Speaker 4: that money back, because you might be investing. It's an

575
00:28:19,880 --> 00:28:22,639
Speaker 4: equal conversion, exactly right. And so that's where it's so

576
00:28:22,720 --> 00:28:24,679
Speaker 4: important to find the right fit and figure out the

577
00:28:24,720 --> 00:28:27,119
Speaker 4: right type of content and trust the person creating the

578
00:28:27,119 --> 00:28:30,560
Speaker 4: content that they know their audience. You know, sometimes brands

579
00:28:30,600 --> 00:28:32,359
Speaker 4: have their You go, oh, well, I really want this

580
00:28:32,440 --> 00:28:35,040
Speaker 4: type of video, but the influencer might say, oh, that

581
00:28:35,119 --> 00:28:37,440
Speaker 4: video isn't really like my normal style, and you say,

582
00:28:37,480 --> 00:28:39,760
Speaker 4: that's fine, I'm paying you a lot of money make

583
00:28:39,760 --> 00:28:42,520
Speaker 4: the video that I want. And the influencer might go, well,

584
00:28:42,600 --> 00:28:44,440
Speaker 4: could go two ways. They might go, Okay, not going

585
00:28:44,480 --> 00:28:46,360
Speaker 4: to work with you, it's not on brand, or they

586
00:28:46,440 --> 00:28:49,080
Speaker 4: might go okay, like, I'll do what you want, and

587
00:28:49,120 --> 00:28:52,240
Speaker 4: then the video flops, and it's because you didn't listen

588
00:28:52,280 --> 00:28:55,720
Speaker 4: to the person who arguably had some expertise in that space.

589
00:28:55,800 --> 00:28:58,520
Speaker 4: You wanted to move forward with your idea, where maybe

590
00:28:58,520 --> 00:29:00,720
Speaker 4: you could have just executed that idea your own page

591
00:29:00,760 --> 00:29:02,880
Speaker 4: and seeing a bit more success and invested a lot

592
00:29:02,920 --> 00:29:05,880
Speaker 4: less money in it. So yeah, exactly, it's very nuanced,

593
00:29:05,920 --> 00:29:07,480
Speaker 4: and I feel like we could do a whole.

594
00:29:07,280 --> 00:29:09,280
Speaker 1: Episode on it. We'll do a whole episode on it.

595
00:29:09,320 --> 00:29:11,680
Speaker 1: I can promise that I've written it down, but yess,

596
00:29:12,000 --> 00:29:13,840
Speaker 1: I know that we have been talking for a while.

597
00:29:13,920 --> 00:29:15,840
Speaker 1: I want to actually talk about the five to five

598
00:29:15,920 --> 00:29:18,320
Speaker 1: to five rule. I feel like this is a really

599
00:29:18,320 --> 00:29:22,360
Speaker 1: good systematic approach to building and expanding your business network,

600
00:29:22,480 --> 00:29:26,000
Speaker 1: and it kind of involves identifying five people in five categories,

601
00:29:26,240 --> 00:29:30,000
Speaker 1: dedicating five minutes to each, and nurturing these relationships. It

602
00:29:30,200 --> 00:29:33,800
Speaker 1: sounds complex, but it's something that we do and it's

603
00:29:33,840 --> 00:29:36,840
Speaker 1: something that I think anyone, whether they are at the

604
00:29:36,880 --> 00:29:40,120
Speaker 1: start of their business journey or really really established, can

605
00:29:40,200 --> 00:29:43,160
Speaker 1: do to create a more engaged audience.

606
00:29:43,280 --> 00:29:43,920
Speaker 5: And it's free.

607
00:29:44,000 --> 00:29:47,800
Speaker 1: It's free. We love a free plan. So the categories

608
00:29:47,800 --> 00:29:52,440
Speaker 1: in the five to five five rule existing customers, potential customers,

609
00:29:53,000 --> 00:29:59,280
Speaker 1: industry influencers, referral partners, and professional development contacts. So, Jess,

610
00:29:59,320 --> 00:30:01,760
Speaker 1: the five five VIRL is something that we do as

611
00:30:01,840 --> 00:30:04,320
Speaker 1: Cheese on the Money and have always done a Cheese

612
00:30:04,360 --> 00:30:06,280
Speaker 1: on the money because it's kind of like an easy

613
00:30:06,400 --> 00:30:09,960
Speaker 1: way to make sure that you're always engaging, especially online.

614
00:30:10,400 --> 00:30:13,160
Speaker 1: So the five categories we just went through, let's start

615
00:30:13,160 --> 00:30:15,920
Speaker 1: with existing customers. Just how does Sheese on the Money

616
00:30:16,080 --> 00:30:18,040
Speaker 1: engage with existing customers every day?

617
00:30:18,160 --> 00:30:20,440
Speaker 4: Well, you guys listening would know if you send us

618
00:30:20,440 --> 00:30:23,080
Speaker 4: a DM on Instagram, we're applying to DM if it

619
00:30:23,080 --> 00:30:27,120
Speaker 4: shows up because Instagram is sometimes bad at seventy. But replying,

620
00:30:27,160 --> 00:30:29,320
Speaker 4: you know, every day, we're definitely replying to more the vive,

621
00:30:29,400 --> 00:30:32,200
Speaker 4: but replying to comments in the Facebook group, putting up

622
00:30:32,240 --> 00:30:34,800
Speaker 4: polls on our stories to get your feedback on things

623
00:30:34,800 --> 00:30:37,200
Speaker 4: that we're doing. Those are all ways that we're engaging

624
00:30:37,240 --> 00:30:40,320
Speaker 4: with you right now who are listening, because we value

625
00:30:40,520 --> 00:30:45,320
Speaker 4: like we understand that you are the bedrock of our business, right.

626
00:30:45,240 --> 00:30:48,640
Speaker 1: Yeah, And they're not business inquiries that we're relying to,

627
00:30:48,800 --> 00:30:52,160
Speaker 1: So it's not someone you know, inquiring about a product

628
00:30:52,240 --> 00:30:55,400
Speaker 1: or a service, and new categorizing that as ticking the

629
00:30:55,440 --> 00:30:57,560
Speaker 1: box on this five five five rule, it's not. It's

630
00:30:57,880 --> 00:31:01,200
Speaker 1: external engagement that has nothing to do with the product.

631
00:31:01,280 --> 00:31:04,800
Speaker 1: So it's like talking to your consumer in your DM

632
00:31:05,000 --> 00:31:08,680
Speaker 1: about NAF topics in a relationship exactly. It might be

633
00:31:08,880 --> 00:31:12,600
Speaker 1: commenting on an existing customers Instagram post, it might be

634
00:31:12,760 --> 00:31:16,680
Speaker 1: following somebody that you know uses your product and service

635
00:31:17,200 --> 00:31:19,560
Speaker 1: potential customers, how are we talking to them?

636
00:31:19,640 --> 00:31:21,280
Speaker 4: Jess, I feel like we do this one a lot

637
00:31:21,320 --> 00:31:24,520
Speaker 4: through our content. It's you know, your captions, it's call

638
00:31:24,600 --> 00:31:27,520
Speaker 4: and response, asking questions so you can take their feedback

639
00:31:27,560 --> 00:31:30,440
Speaker 4: on board. Maybe you haven't purchased the online course, or

640
00:31:30,440 --> 00:31:32,200
Speaker 4: maybe you haven't listened to the podcast. But if we

641
00:31:32,240 --> 00:31:34,040
Speaker 4: say to you, hey, like what do you want to

642
00:31:34,120 --> 00:31:36,720
Speaker 4: learn about you give us an answer. We're taking your

643
00:31:36,720 --> 00:31:39,280
Speaker 4: feedback on board, and then when that episode or that

644
00:31:39,360 --> 00:31:41,320
Speaker 4: course comes out, you go, oh my god.

645
00:31:41,360 --> 00:31:43,160
Speaker 1: They listen to exactly what I wanted.

646
00:31:43,520 --> 00:31:45,920
Speaker 4: If my idea helped make this happen, and it helps

647
00:31:45,960 --> 00:31:48,880
Speaker 4: people feel really engaged with whatever you're putting out.

648
00:31:49,040 --> 00:31:53,240
Speaker 1: And then we've got industry influences, so these aren't necessarily

649
00:31:53,720 --> 00:31:57,080
Speaker 1: you know, big influences in the market, but the industry

650
00:31:57,160 --> 00:31:59,720
Speaker 1: influencers who could actually.

651
00:31:59,320 --> 00:32:00,560
Speaker 5: Help you grow your network.

652
00:32:00,680 --> 00:32:03,520
Speaker 1: Right, So we are engaging with these literally in the

653
00:32:03,520 --> 00:32:05,920
Speaker 1: same way as we do our potential customers. And I

654
00:32:05,920 --> 00:32:08,480
Speaker 1: think the important thing when you're engaging is we're not

655
00:32:08,520 --> 00:32:12,160
Speaker 1: pushing a product, Jess. We were saying offline before, we're

656
00:32:12,160 --> 00:32:15,520
Speaker 1: not commenting, Hey, I sell candles, come check them out. Yeah,

657
00:32:15,960 --> 00:32:18,040
Speaker 1: what are we doing? What are we doing? Like, I

658
00:32:18,040 --> 00:32:20,240
Speaker 1: don't know, Like, let's pretend for a hot second, I

659
00:32:20,240 --> 00:32:22,720
Speaker 1: don't know how to engage with, you know, a potential customer.

660
00:32:22,760 --> 00:32:26,360
Speaker 1: I'm a brand. My Instagram name is Candles in Victoria.

661
00:32:27,120 --> 00:32:29,880
Speaker 4: Well, it's like how you see on TikTok, you know

662
00:32:29,880 --> 00:32:32,480
Speaker 4: how all the big brands are commenting just really out

663
00:32:32,560 --> 00:32:33,920
Speaker 4: of pocket things like you're.

664
00:32:33,800 --> 00:32:36,080
Speaker 1: Seeing Duo Lingo I'm obsessed.

665
00:32:35,760 --> 00:32:38,720
Speaker 4: Duolingo shapes is commenting being like love your shoes, babe,

666
00:32:38,800 --> 00:32:42,240
Speaker 4: or like you something so random like you as Candles

667
00:32:42,240 --> 00:32:45,120
Speaker 4: in Victoria. As you're seeing an influencer post something and

668
00:32:45,160 --> 00:32:46,320
Speaker 4: you're going, oh my.

669
00:32:46,280 --> 00:32:47,080
Speaker 5: Gosh, it's fire.

670
00:32:47,160 --> 00:32:49,320
Speaker 4: I love it. You're posting something funny, I feel like

671
00:32:50,640 --> 00:32:53,040
Speaker 4: on the internet. Yeah, you're lifting people up. And I

672
00:32:53,040 --> 00:32:55,000
Speaker 4: think The big thing about this rule is you're thinking

673
00:32:55,000 --> 00:32:57,400
Speaker 4: about almost like trying to make friends with people. Like

674
00:32:57,440 --> 00:32:59,600
Speaker 4: you're not trying to as you said, you're not pushing product.

675
00:32:59,680 --> 00:33:03,080
Speaker 4: You're leaving a funny little comment, or you're complimenting someone

676
00:33:03,200 --> 00:33:05,920
Speaker 4: or something, or you're saying, oh my god, like I

677
00:33:06,000 --> 00:33:08,280
Speaker 4: watched you do this thing five years ago and now

678
00:33:08,320 --> 00:33:09,320
Speaker 4: look at you, babe.

679
00:33:09,320 --> 00:33:09,920
Speaker 5: I'm so proud.

680
00:33:10,000 --> 00:33:12,640
Speaker 1: Yeah, we are the hype girl online completely.

681
00:33:12,720 --> 00:33:15,440
Speaker 4: And so it's finding those people, just making them aware

682
00:33:15,440 --> 00:33:17,920
Speaker 4: of your brands, Like they see your logo come up,

683
00:33:17,960 --> 00:33:20,760
Speaker 4: they see your name come up. Candles by Victoria left

684
00:33:20,800 --> 00:33:24,640
Speaker 4: this really funny comment that in itself is an exercise

685
00:33:24,680 --> 00:33:27,680
Speaker 4: in brand awareness, and it's an exercise in putting your

686
00:33:27,800 --> 00:33:30,640
Speaker 4: name on the radar of these influential people so that

687
00:33:30,920 --> 00:33:32,920
Speaker 4: ye maybe they want to go and buy something for

688
00:33:32,960 --> 00:33:35,400
Speaker 4: you, you know, just for themselves. Maybe they go, oh, that

689
00:33:35,480 --> 00:33:37,960
Speaker 4: candle looks awesome. Let me just add one to my basket.

690
00:33:38,080 --> 00:33:40,280
Speaker 1: This is where it's important to understand your tone of

691
00:33:40,320 --> 00:33:42,640
Speaker 1: voice as well, because your tone of voice here is

692
00:33:42,640 --> 00:33:45,760
Speaker 1: going to be so important. So we know our tone

693
00:33:45,760 --> 00:33:48,440
Speaker 1: of voice, but do you know yours. Don't worry, we

694
00:33:48,520 --> 00:33:50,520
Speaker 1: have a podcast, so you can go and listen to

695
00:33:50,680 --> 00:33:54,240
Speaker 1: about tone of voice, but if you were a legal firm,

696
00:33:54,400 --> 00:33:56,680
Speaker 1: the comments that you're leaving might be very different to

697
00:33:56,720 --> 00:33:59,520
Speaker 1: a candle company, right, So we need to understand that

698
00:33:59,560 --> 00:34:02,560
Speaker 1: because being funny online could get you in a bit

699
00:34:02,560 --> 00:34:05,360
Speaker 1: of trouble. But do you know who's really funny? And

700
00:34:05,520 --> 00:34:08,280
Speaker 1: I didn't see this coming policeknew South Wales?

701
00:34:08,520 --> 00:34:11,799
Speaker 4: Oh my god, whoever is running their socials?

702
00:34:12,280 --> 00:34:13,000
Speaker 2: You just know.

703
00:34:13,480 --> 00:34:15,680
Speaker 5: I would bet money it's a gen Z queen.

704
00:34:15,680 --> 00:34:18,560
Speaker 1: So thousand percent a gen Z queen. But the amount

705
00:34:18,719 --> 00:34:22,920
Speaker 1: of stuff that they comment so funny. It's just it's hilarious,

706
00:34:23,000 --> 00:34:25,400
Speaker 1: really funny, and that's built their personal brand too, Like

707
00:34:25,440 --> 00:34:28,280
Speaker 1: they're leaning into their personal brand and it's got people

708
00:34:28,280 --> 00:34:30,560
Speaker 1: like us, Like the second way we're talking about actually

709
00:34:30,600 --> 00:34:31,000
Speaker 1: the second you.

710
00:34:31,040 --> 00:34:33,080
Speaker 4: Sat, I was like, oh my god, I've seen them everywhere.

711
00:34:33,160 --> 00:34:38,000
Speaker 1: They're so funny, Like they're literally commenting on influencers posts

712
00:34:38,040 --> 00:34:41,880
Speaker 1: in hilarious ways. I remember one of them closer to Easter.

713
00:34:42,239 --> 00:34:44,600
Speaker 1: They were like talking about, you know, getting out and driving,

714
00:34:44,640 --> 00:34:47,239
Speaker 1: and they're talking about demerit points in their comments and

715
00:34:47,239 --> 00:34:50,399
Speaker 1: I'm just like, this is hilarious. But also what an

716
00:34:50,440 --> 00:34:53,800
Speaker 1: exercise in marketing. I've now remembered that it is double

717
00:34:53,840 --> 00:34:54,920
Speaker 1: demerits over Easter.

718
00:34:55,200 --> 00:34:56,320
Speaker 5: Yeah, geniuses.

719
00:34:56,880 --> 00:34:59,239
Speaker 1: Now let's talk about a referral partners. How are we

720
00:34:59,280 --> 00:35:00,800
Speaker 1: engaging with them, guys, Jess.

721
00:35:00,920 --> 00:35:02,759
Speaker 4: I think this is one of the few where it's

722
00:35:02,800 --> 00:35:05,960
Speaker 4: probably a bit more direct. Your referral partners are often

723
00:35:06,160 --> 00:35:09,280
Speaker 4: your existing customers, or they may be people of influence,

724
00:35:09,800 --> 00:35:12,400
Speaker 4: and I think that you know, reaching out and engaging

725
00:35:12,400 --> 00:35:14,239
Speaker 4: with them, it starts with a soft touch, just like

726
00:35:14,320 --> 00:35:17,520
Speaker 4: everyone else, lacking their content, making sure you follow them,

727
00:35:17,600 --> 00:35:20,320
Speaker 4: things like that, and then it might be reaching out

728
00:35:20,400 --> 00:35:22,480
Speaker 4: into their DMS or if they have an email listed

729
00:35:22,480 --> 00:35:25,239
Speaker 4: on their page, reaching out to their email and saying, hey, like,

730
00:35:25,680 --> 00:35:27,960
Speaker 4: we've saw that you love our candles, we really love

731
00:35:28,000 --> 00:35:30,440
Speaker 4: the content that you're putting out. Would you be interested

732
00:35:30,440 --> 00:35:33,600
Speaker 4: in working with us on a referral basis? And sometimes

733
00:35:33,600 --> 00:35:35,920
Speaker 4: people might say no, Sometimes people might say they'll think

734
00:35:35,920 --> 00:35:38,399
Speaker 4: about it. Sometimes people will say yes. But I think

735
00:35:38,440 --> 00:35:41,359
Speaker 4: once you have those referral partners on board, it's also

736
00:35:41,440 --> 00:35:44,880
Speaker 4: really helpful to provide them with resources. Are you working

737
00:35:44,880 --> 00:35:47,319
Speaker 4: on a new product that they can help hype up?

738
00:35:47,640 --> 00:35:50,720
Speaker 4: Are you developing something and they can give you insight

739
00:35:50,960 --> 00:35:53,680
Speaker 4: and their feedback on it. I think keeping touch with

740
00:35:53,719 --> 00:35:57,160
Speaker 4: those referral partners in a more business y way, but

741
00:35:57,280 --> 00:36:01,200
Speaker 4: still taking their feedback on board and always always allowing

742
00:36:01,239 --> 00:36:03,400
Speaker 4: them to do it in a way that feels authentic

743
00:36:03,440 --> 00:36:06,000
Speaker 4: to them, I feel like is the best way to

744
00:36:06,080 --> 00:36:08,319
Speaker 4: do it, and engaging with their content that's not yours either,

745
00:36:08,840 --> 00:36:12,640
Speaker 4: just like the industry influencers or the existing customers, giving

746
00:36:12,680 --> 00:36:15,720
Speaker 4: their both the like leaving a little comment with some love. Again,

747
00:36:15,760 --> 00:36:18,840
Speaker 4: it's still getting your name out there in a positive way.

748
00:36:19,120 --> 00:36:21,920
Speaker 4: If you're engaging, the algorithm often will pick that up

749
00:36:21,960 --> 00:36:24,399
Speaker 4: and you know, say, oh, this person's really active. Maybe

750
00:36:24,440 --> 00:36:26,920
Speaker 4: we'll push their content out a bit further. Yes, please,

751
00:36:27,400 --> 00:36:28,040
Speaker 4: we all want that.

752
00:36:28,360 --> 00:36:31,719
Speaker 1: All right, now, let's talk about professional development contacts because

753
00:36:31,719 --> 00:36:33,480
Speaker 1: I know when I said that some people might have

754
00:36:33,520 --> 00:36:36,840
Speaker 1: glazed over or thought, well the hairca what is this victoria?

755
00:36:36,880 --> 00:36:39,560
Speaker 1: But essentially these are contacts who can help you grow professionally,

756
00:36:39,600 --> 00:36:43,080
Speaker 1: people like mentors or coaches or your peers in your industry.

757
00:36:43,880 --> 00:36:46,080
Speaker 1: How are we engaging these people, Jess?

758
00:36:46,480 --> 00:36:50,000
Speaker 4: I think like a big one is linked in yes

759
00:36:50,560 --> 00:36:54,080
Speaker 4: or networking events, places where you can get in touch

760
00:36:54,120 --> 00:36:56,520
Speaker 4: with these people. Maybe they're doing things in business and

761
00:36:56,560 --> 00:36:59,759
Speaker 4: you really look up to them. Maybe they're sharing their

762
00:36:59,800 --> 00:37:02,800
Speaker 4: own insights as a thought leader quite like you do,

763
00:37:03,040 --> 00:37:05,960
Speaker 4: and sharing their tips and tricks. Maybe you can engage

764
00:37:05,960 --> 00:37:08,759
Speaker 4: with them that way. But I think these relationships are

765
00:37:08,800 --> 00:37:12,720
Speaker 4: really about seeking advice and connecting with people who've maybe

766
00:37:12,760 --> 00:37:15,680
Speaker 4: walked the road that you yourself want to walk. But

767
00:37:15,920 --> 00:37:20,080
Speaker 4: also you have to acknowledge that people don't owe you

768
00:37:20,400 --> 00:37:23,360
Speaker 4: their time or their information, and so I think connecting

769
00:37:23,400 --> 00:37:27,839
Speaker 4: with these people is largely about maybe initially saying hey,

770
00:37:27,920 --> 00:37:30,680
Speaker 4: like I really love what you've done with your candle

771
00:37:30,719 --> 00:37:33,520
Speaker 4: business and I really admire it. And if you're ever around,

772
00:37:34,040 --> 00:37:36,280
Speaker 4: you know, I would love to take you out to coffee,

773
00:37:36,320 --> 00:37:38,120
Speaker 4: and I know that that's you know, we can feel

774
00:37:38,160 --> 00:37:43,080
Speaker 4: two ways about the coffee, but you know, or engaging

775
00:37:43,080 --> 00:37:45,120
Speaker 4: with the content if they're putting out thought leader content

776
00:37:45,160 --> 00:37:48,279
Speaker 4: on LinkedIn, just engaging with it, giving your opinion, or

777
00:37:48,320 --> 00:37:50,920
Speaker 4: saying wow, like this thing that you've put out has

778
00:37:51,000 --> 00:37:54,319
Speaker 4: really made me reflect on something that I'm doing. It's

779
00:37:54,400 --> 00:37:58,160
Speaker 4: again about building connection in the hope that that connection

780
00:37:58,200 --> 00:38:00,880
Speaker 4: will eventually lead you to some level of mentorship or

781
00:38:00,920 --> 00:38:02,120
Speaker 4: some level of friendship.

782
00:38:02,239 --> 00:38:04,840
Speaker 1: I think that's how I've gained so many friends in

783
00:38:04,880 --> 00:38:07,480
Speaker 1: this space. Like often people say, veee, how do you

784
00:38:07,480 --> 00:38:09,840
Speaker 1: have so many business owner friends? Like how do you

785
00:38:09,960 --> 00:38:12,279
Speaker 1: know these people? Did you grow up with them? The

786
00:38:12,320 --> 00:38:15,359
Speaker 1: answer is no, I've networked with them. I've reached out,

787
00:38:15,400 --> 00:38:19,799
Speaker 1: even if they're somebody that is completely outside of my situation,

788
00:38:20,040 --> 00:38:22,320
Speaker 1: like they're not money content creators. They just own a

789
00:38:22,360 --> 00:38:25,239
Speaker 1: cool business. I think I own a cool business, So

790
00:38:25,440 --> 00:38:28,200
Speaker 1: I reach out and go HEYJS like rogue, but like,

791
00:38:28,320 --> 00:38:30,120
Speaker 1: I think you and I would get along if you're

792
00:38:30,120 --> 00:38:32,560
Speaker 1: ever around, I'd love to grab a coffee and to

793
00:38:32,600 --> 00:38:35,719
Speaker 1: be honest, that network. I'm not trying to use them

794
00:38:35,719 --> 00:38:38,359
Speaker 1: to grow my business, but I am using them as

795
00:38:38,440 --> 00:38:41,799
Speaker 1: kind of that social network because often when you're in

796
00:38:41,880 --> 00:38:46,520
Speaker 1: the business space, your friends genuinely don't understand, like they

797
00:38:46,520 --> 00:38:48,160
Speaker 1: don't get it. They say, oh, we'll just just do

798
00:38:48,239 --> 00:38:51,160
Speaker 1: it later. For example, Jess, like I am in the

799
00:38:51,200 --> 00:38:53,960
Speaker 1: situation this week whereaspan has been thrown into the works

800
00:38:54,480 --> 00:38:56,279
Speaker 1: and a lot of people might go, well, just call

801
00:38:56,280 --> 00:38:58,480
Speaker 1: in sick, don't go to work today, be like, you

802
00:38:58,600 --> 00:39:01,880
Speaker 1: can't do that, But in reality, the buck stops with me,

803
00:39:02,480 --> 00:39:05,319
Speaker 1: and if I don't go to work tomorrow, Jess I

804
00:39:05,400 --> 00:39:08,640
Speaker 1: actually still have to do that work, just on another day.

805
00:39:09,000 --> 00:39:11,720
Speaker 1: So it's kind of about getting it done and getting

806
00:39:11,719 --> 00:39:14,040
Speaker 1: it done now, and a lot of people and I'm

807
00:39:14,080 --> 00:39:16,319
Speaker 1: not saying that this is a good or a bad thing,

808
00:39:16,560 --> 00:39:18,839
Speaker 1: but they're just not going to understand. So as your

809
00:39:18,880 --> 00:39:21,479
Speaker 1: business grows, having people who are going through the same

810
00:39:21,560 --> 00:39:24,920
Speaker 1: growing pains, having people who are able to empathize with

811
00:39:25,080 --> 00:39:28,040
Speaker 1: that situation is going to be really powerful.

812
00:39:28,200 --> 00:39:30,160
Speaker 4: Yeah, I completely agree, And the big one is just

813
00:39:30,200 --> 00:39:33,080
Speaker 4: support the things that they're doing. Support their endeavors as

814
00:39:33,160 --> 00:39:35,480
Speaker 4: much as these things that we're outlining. The ultimate goal

815
00:39:35,560 --> 00:39:37,520
Speaker 4: is to grow your business, grow your reach, grow the

816
00:39:37,600 --> 00:39:39,600
Speaker 4: number of people that understand who you are and what

817
00:39:39,640 --> 00:39:40,160
Speaker 4: you're doing.

818
00:39:40,480 --> 00:39:41,200
Speaker 5: You've also got.

819
00:39:41,120 --> 00:39:44,920
Speaker 4: To give to get, So justport people be there for

820
00:39:45,000 --> 00:39:48,440
Speaker 4: others and hope or know that putting good things out

821
00:39:48,480 --> 00:39:50,719
Speaker 4: into the world means good things will come back to you.

822
00:39:50,760 --> 00:39:53,120
Speaker 1: One hundred percent. I think the crux of the five

823
00:39:53,239 --> 00:39:55,719
Speaker 1: five five rule for me is really about giving more

824
00:39:55,760 --> 00:39:57,799
Speaker 1: than you get, because if you think that you're going

825
00:39:57,880 --> 00:40:00,279
Speaker 1: to get heaps, like you've got the wrong mind said,

826
00:40:00,280 --> 00:40:03,440
Speaker 1: and your business isn't able to flourish completely. I reckon

827
00:40:03,480 --> 00:40:06,000
Speaker 1: We've done Jess, I think we've wasted a lot of

828
00:40:06,080 --> 00:40:09,040
Speaker 1: time chatting to the Business Bible community today and I

829
00:40:09,120 --> 00:40:11,680
Speaker 1: have adored it. So guys, thank you so much for

830
00:40:11,719 --> 00:40:15,480
Speaker 1: sticking around. They'll obviously be another Business Bible episode next month.

831
00:40:15,880 --> 00:40:17,760
Speaker 1: We'll see you next week on She's on the Money.

832
00:40:18,000 --> 00:40:20,960
Speaker 4: Bye.

833
00:40:24,760 --> 00:40:27,320
Speaker 6: The advice shared on She's on the Money is general

834
00:40:27,360 --> 00:40:31,240
Speaker 6: in nature and does not consider your individual circumstances. She's

835
00:40:31,280 --> 00:40:34,720
Speaker 6: on the Money exists purely for educational purposes and should

836
00:40:34,760 --> 00:40:37,920
Speaker 6: not be relied upon to make an investment or financial decision.

837
00:40:38,320 --> 00:40:40,560
Speaker 1: If you do choose to buy a financial.

838
00:40:40,120 --> 00:40:44,439
Speaker 6: Product, read the PDS TMD and obtain appropriate financial advice.

839
00:40:44,160 --> 00:40:45,520
Speaker 1: Tailored towards your needs.

840
00:40:45,840 --> 00:40:49,800
Speaker 6: Victoria Divine and She's on the Money are authorized representatives

841
00:40:49,840 --> 00:40:53,960
Speaker 6: of Money Shoper Pty Ltd ABN three two one six

842
00:40:54,040 --> 00:40:57,920
Speaker 6: four nine two seven seven zero eight AFSL four five

843
00:40:58,000 --> 00:41:05,239
Speaker 6: one two eight nine. The Day