1 00:00:00,680 --> 00:00:01,080 Speaker 1: Hello. 2 00:00:01,560 --> 00:00:05,040 Speaker 2: My name is Santasha Nabananga Bamblet. I'm a proud order 3 00:00:05,160 --> 00:00:08,760 Speaker 2: Order Kerniy Whaltbury and a waddery woman. And before we 4 00:00:08,800 --> 00:00:11,440 Speaker 2: get started on She's on the Money podcast, I would 5 00:00:11,520 --> 00:00:14,520 Speaker 2: like to acknowledge the traditional custodians of the land of 6 00:00:14,560 --> 00:00:18,680 Speaker 2: which this podcast is recorded on a wondery country, acknowledging 7 00:00:18,680 --> 00:00:22,560 Speaker 2: the elders, the ancestors and the next generation coming through. 8 00:00:23,040 --> 00:00:27,159 Speaker 2: As this podcast is about connecting, empowering, knowledge sharing and 9 00:00:27,200 --> 00:00:30,560 Speaker 2: the storytelling of you to make a difference for today 10 00:00:31,040 --> 00:00:33,080 Speaker 2: and lasting impact for tomorrow. 11 00:00:33,320 --> 00:00:34,200 Speaker 1: Let's get into it. 12 00:00:34,360 --> 00:00:53,600 Speaker 3: She's on the Money, She's on the Money. 13 00:00:57,280 --> 00:01:00,440 Speaker 1: Hello, and welcome back to the business Bible, your go 14 00:01:00,480 --> 00:01:03,880 Speaker 1: to guide for building our business that thrives. I want 15 00:01:03,880 --> 00:01:06,319 Speaker 1: to kick off things by asking how many of you 16 00:01:06,400 --> 00:01:09,640 Speaker 1: are relying solely on social media for your marketing. Maybe 17 00:01:09,640 --> 00:01:12,920 Speaker 1: you've thrown some cash at ads hoping to see a miracle. Well, 18 00:01:13,040 --> 00:01:16,040 Speaker 1: I am here to drop a bomb. Social media alone 19 00:01:16,200 --> 00:01:20,760 Speaker 1: is not marketing strategy. I know, right. I am Victoria Devine, 20 00:01:20,800 --> 00:01:23,680 Speaker 1: an ex financial advisor who has a background in psychology, 21 00:01:23,720 --> 00:01:27,800 Speaker 1: and I currently run This is weird but several successful businesses. 22 00:01:28,200 --> 00:01:30,560 Speaker 1: As always, I am joined by my beautiful friend and 23 00:01:30,600 --> 00:01:32,920 Speaker 1: one of the hardest working side hustlers I know, Miss 24 00:01:33,080 --> 00:01:33,920 Speaker 1: jessic Ricci. 25 00:01:34,200 --> 00:01:38,039 Speaker 4: Hello, I'm so excited about today's episode because it's easy 26 00:01:38,080 --> 00:01:40,840 Speaker 4: to get stuck on just like the content treadmill, where 27 00:01:40,840 --> 00:01:43,600 Speaker 4: you're pumping things out and you're putting up posts, but 28 00:01:43,640 --> 00:01:47,040 Speaker 4: you don't necessarily have a real plan. So I'm excited 29 00:01:47,080 --> 00:01:49,920 Speaker 4: to talk about how marketing isn't just posting on Instagram 30 00:01:50,000 --> 00:01:52,800 Speaker 4: and hoping for the best. It's about having that solid 31 00:01:52,840 --> 00:01:55,760 Speaker 4: strategy behind you, and I'm excited to hear how you 32 00:01:55,760 --> 00:01:56,280 Speaker 4: think it will work. 33 00:01:56,320 --> 00:01:59,720 Speaker 1: Speedie. I'm really excited about this, but before we jump 34 00:01:59,800 --> 00:02:03,120 Speaker 1: into any marketing activities, it's really important to get your 35 00:02:03,120 --> 00:02:06,520 Speaker 1: brand strategy and messaging in place. My friend Phoebe who 36 00:02:06,600 --> 00:02:10,280 Speaker 1: grew the Blow and now has grown the Memo, she 37 00:02:10,440 --> 00:02:12,880 Speaker 1: really talks a lot about brand DNA, and I think 38 00:02:12,919 --> 00:02:16,160 Speaker 1: it is so important. But this means that you're really 39 00:02:16,200 --> 00:02:19,320 Speaker 1: defining your brand identity. You're going to nail down your 40 00:02:19,440 --> 00:02:22,320 Speaker 1: unique selling proposition, and you're going to craft what your 41 00:02:22,360 --> 00:02:26,080 Speaker 1: core messaging is that is true to you. Right. These 42 00:02:26,120 --> 00:02:28,960 Speaker 1: elements are going to guide all of your marketing efforts 43 00:02:29,000 --> 00:02:31,680 Speaker 1: and really help connect you with your audience in a 44 00:02:31,720 --> 00:02:33,760 Speaker 1: meaningful way. Gorne of the days where you could just 45 00:02:33,760 --> 00:02:36,480 Speaker 1: stick up a for sale sign, and it's not how 46 00:02:36,520 --> 00:02:40,520 Speaker 1: it works anymore, guys. So firstly, your brand identity is 47 00:02:40,720 --> 00:02:44,440 Speaker 1: actually the backbone of absolutely everything you do in marketing. 48 00:02:44,840 --> 00:02:47,800 Speaker 1: Your brand is so much more than just a logo 49 00:02:48,000 --> 00:02:52,000 Speaker 1: or a really catchy tagline. It's the complete experience that 50 00:02:52,080 --> 00:02:55,440 Speaker 1: you offer to your consumer. It's how your business looks 51 00:02:55,480 --> 00:03:00,080 Speaker 1: and feels and sounds. It makes people feel right. Your 52 00:03:00,080 --> 00:03:01,840 Speaker 1: wrong brand is going to help you stand out in 53 00:03:01,880 --> 00:03:04,720 Speaker 1: a very crowded market. It's going to build some good trust, 54 00:03:04,800 --> 00:03:08,120 Speaker 1: and it's going to create an emotional connection with your audience. 55 00:03:08,440 --> 00:03:11,840 Speaker 1: It's what makes people choose you over your competition. So 56 00:03:12,120 --> 00:03:15,839 Speaker 1: before you dive into any marketing tactics, Jess, let's take 57 00:03:15,880 --> 00:03:19,040 Speaker 1: some time to define your brand. Let's use Cheese on 58 00:03:19,040 --> 00:03:21,480 Speaker 1: the Money as like a little user case perfect because 59 00:03:21,639 --> 00:03:24,880 Speaker 1: I mean, you're on our podcast now, but what are 60 00:03:24,880 --> 00:03:28,000 Speaker 1: your values? So your values are there things that are 61 00:03:28,160 --> 00:03:31,720 Speaker 1: core to you and your individual being right, But your 62 00:03:31,760 --> 00:03:34,680 Speaker 1: mission is what you are trying to achieve. So, like 63 00:03:34,800 --> 00:03:37,080 Speaker 1: as She's on the Money, we really value trust, we 64 00:03:37,160 --> 00:03:42,040 Speaker 1: really value authenticity, we really value transparency. But what's our mission, Jess. 65 00:03:42,040 --> 00:03:46,120 Speaker 1: It's to create financial literacy. So like our values aren't 66 00:03:46,160 --> 00:03:49,760 Speaker 1: financial literacy. Our values are you know, sharing and empowering 67 00:03:49,800 --> 00:03:52,320 Speaker 1: and all of those things that help other people. But 68 00:03:52,400 --> 00:03:54,120 Speaker 1: our mission is what we're trying to achieve in the 69 00:03:54,120 --> 00:03:56,280 Speaker 1: long term, but our values is kind of what carries 70 00:03:56,320 --> 00:03:58,480 Speaker 1: that mission. Like you could have a mission, but if 71 00:03:58,520 --> 00:04:01,000 Speaker 1: you've got terrible values, you're going to go in the 72 00:04:01,000 --> 00:04:01,640 Speaker 1: wrong direction. 73 00:04:01,840 --> 00:04:02,040 Speaker 2: Right. 74 00:04:02,400 --> 00:04:05,960 Speaker 1: You also really need to identify your ideal audience. So 75 00:04:06,800 --> 00:04:10,120 Speaker 1: it's not spicy, but I don't think people like hearing 76 00:04:10,360 --> 00:04:13,920 Speaker 1: that you can't be everything to everybody, Like you're going 77 00:04:14,000 --> 00:04:17,240 Speaker 1: to want to resonate with your ideal consumer instead of 78 00:04:17,360 --> 00:04:20,039 Speaker 1: just being like, oh, we're great for everybody. Oh, Jess, 79 00:04:20,480 --> 00:04:22,919 Speaker 1: do you like it? Oh? Great? You know Emma, do 80 00:04:22,960 --> 00:04:26,560 Speaker 1: you like it? Oh? Shane down the road, he loves it. Like, 81 00:04:26,720 --> 00:04:29,040 Speaker 1: you're not going to be everything to everybody, and when 82 00:04:29,080 --> 00:04:32,240 Speaker 1: you do, you actually dilute your value, Like you're not 83 00:04:32,279 --> 00:04:34,800 Speaker 1: a carton of milk where everyone just buys it because 84 00:04:34,839 --> 00:04:37,480 Speaker 1: it's a staple. Like more often than not, if you've 85 00:04:37,480 --> 00:04:40,320 Speaker 1: got a business, you have a unique selling proposition and 86 00:04:40,360 --> 00:04:43,200 Speaker 1: you really need to know your market to go. I'm 87 00:04:43,240 --> 00:04:46,239 Speaker 1: actually for Jess, and if Shane doesn't like me, that's okay, 88 00:04:46,600 --> 00:04:49,520 Speaker 1: because I want to attract more Jesses, because Jess is 89 00:04:49,520 --> 00:04:51,640 Speaker 1: going to be obsessed. Like Jess is going to be 90 00:04:51,680 --> 00:04:55,320 Speaker 1: so connected, she's going to be so engaged instead of Hey, Jess, 91 00:04:55,360 --> 00:04:56,839 Speaker 1: what brand of milk do you buy at the shops? 92 00:04:57,120 --> 00:04:58,960 Speaker 1: Like you haven't got that connection. It's just what you've 93 00:04:58,960 --> 00:04:59,479 Speaker 1: always bought. 94 00:05:00,000 --> 00:05:01,640 Speaker 4: It's not just one yeah, right. 95 00:05:01,520 --> 00:05:05,320 Speaker 1: Like we're not going for a unique experience. We're not 96 00:05:05,360 --> 00:05:08,400 Speaker 1: going for engagement with something like that. But when it 97 00:05:08,440 --> 00:05:11,479 Speaker 1: comes to our ideal audience, we really need to understand that. 98 00:05:11,920 --> 00:05:14,599 Speaker 1: We need to understand how we want people to feel 99 00:05:14,640 --> 00:05:16,920 Speaker 1: when they interact with your business. Do you want them 100 00:05:16,960 --> 00:05:18,800 Speaker 1: to feel empowered? Do you want them to feel lux 101 00:05:19,240 --> 00:05:21,520 Speaker 1: Have you got a clear brand identity that's going to 102 00:05:21,560 --> 00:05:24,039 Speaker 1: guide all of your marketing efforts, So from the tone 103 00:05:24,040 --> 00:05:26,919 Speaker 1: of your social media posts to the design of your website. 104 00:05:27,200 --> 00:05:30,800 Speaker 1: Something that's really important is to have that be cohesive. 105 00:05:30,960 --> 00:05:32,880 Speaker 1: And that's something that over the last few years I've 106 00:05:32,920 --> 00:05:36,240 Speaker 1: tried so hard to do that. Hopefully now, Jess, when 107 00:05:36,240 --> 00:05:39,279 Speaker 1: you see our bright pink and you see our orange 108 00:05:39,279 --> 00:05:41,039 Speaker 1: it kind of go, oh, that feels like she's on 109 00:05:41,040 --> 00:05:43,960 Speaker 1: the money. Post Emma, our producer the other week wore 110 00:05:44,040 --> 00:05:46,360 Speaker 1: a really cute jumper in and we were like, oh, 111 00:05:46,400 --> 00:05:48,159 Speaker 1: that's so she's on the money coded because it was 112 00:05:48,200 --> 00:05:50,840 Speaker 1: those colors, and that's what we want people to see. 113 00:05:50,880 --> 00:05:54,359 Speaker 1: We want people to see our color or our fonts 114 00:05:54,560 --> 00:05:57,320 Speaker 1: or our tone and go, that feels very she's on 115 00:05:57,400 --> 00:05:59,440 Speaker 1: the money. Yeah, I want you to see that in 116 00:05:59,480 --> 00:06:01,240 Speaker 1: our Newslee, I want you to see that when you 117 00:06:01,360 --> 00:06:03,839 Speaker 1: visit our website. I want that on our social media 118 00:06:03,960 --> 00:06:06,320 Speaker 1: so that if you're scrolling, you're doing the doom scroll 119 00:06:06,680 --> 00:06:09,240 Speaker 1: and something that is ours passes you, you knew it 120 00:06:09,320 --> 00:06:12,279 Speaker 1: was ours without reading our name. When we first started, 121 00:06:12,320 --> 00:06:15,359 Speaker 1: I had literally no budget and I created our first 122 00:06:15,360 --> 00:06:19,039 Speaker 1: logo on Microsoft PowerPoint and screenshot it. And I didn't 123 00:06:19,080 --> 00:06:22,279 Speaker 1: know anything about the power of brand. I just started, 124 00:06:22,480 --> 00:06:24,839 Speaker 1: and I think that that's something that we all do. 125 00:06:24,920 --> 00:06:28,320 Speaker 1: But this for me has been a learning along the journey. 126 00:06:28,640 --> 00:06:31,200 Speaker 1: And I'm not expecting you to have started with a 127 00:06:31,240 --> 00:06:35,159 Speaker 1: perfect brand or started with this idea of okay cohesiveness. 128 00:06:35,360 --> 00:06:37,040 Speaker 1: I mean, it would have been nice if at the 129 00:06:37,080 --> 00:06:39,359 Speaker 1: start I had those tipbits, because I feel like everything 130 00:06:39,400 --> 00:06:42,160 Speaker 1: would have felt a little bit more cohesive and gelled. 131 00:06:42,400 --> 00:06:45,000 Speaker 1: I feel like it was a bit of a dog's breakfast. 132 00:06:45,360 --> 00:06:47,719 Speaker 1: If I scroll really far back on my Instagram, I 133 00:06:47,760 --> 00:06:50,800 Speaker 1: was like, that quote's cute. Were all the fonts matching? Jess, 134 00:06:50,839 --> 00:06:53,159 Speaker 1: Absolutely not, Like it was just what I thought was 135 00:06:53,200 --> 00:06:56,119 Speaker 1: cute in the moment. Now I know more, it's really 136 00:06:56,160 --> 00:06:59,200 Speaker 1: about that customer experience totally. 137 00:06:59,279 --> 00:07:01,280 Speaker 4: I think it's an interest point as well that you 138 00:07:01,400 --> 00:07:05,040 Speaker 4: can totally market something that isn't perfect to make it sell. 139 00:07:05,200 --> 00:07:07,880 Speaker 4: Like if your brand is not, you know, fully optimized, 140 00:07:07,920 --> 00:07:09,560 Speaker 4: if it's in its startup phase. The way that she's 141 00:07:09,600 --> 00:07:11,640 Speaker 4: on the money was when it very first began, you 142 00:07:11,720 --> 00:07:15,920 Speaker 4: still marketed the brand well, which is what highest lead 143 00:07:15,960 --> 00:07:17,480 Speaker 4: to its success. Like, you don't have to have something 144 00:07:17,520 --> 00:07:20,040 Speaker 4: perfect for marketing to be successful. That's the whole point 145 00:07:20,040 --> 00:07:20,960 Speaker 4: of marketing, is it not. 146 00:07:21,240 --> 00:07:23,520 Speaker 1: Yeah, And I feel like now I look at it 147 00:07:23,600 --> 00:07:26,840 Speaker 1: in retrospect, we did a really good job. It didn't 148 00:07:26,880 --> 00:07:28,840 Speaker 1: feel like that at the time because I felt like 149 00:07:28,880 --> 00:07:31,160 Speaker 1: I was flying by the seat of my pants. But 150 00:07:31,240 --> 00:07:33,600 Speaker 1: I think the reason that it worked, and I think 151 00:07:33,640 --> 00:07:37,280 Speaker 1: the reason that it did well, Jess, was because we 152 00:07:37,360 --> 00:07:40,440 Speaker 1: actually always had the consumer at heart. It wasn't me 153 00:07:40,600 --> 00:07:43,200 Speaker 1: doing stuff because I looked good. It was me going, oh, 154 00:07:43,280 --> 00:07:45,120 Speaker 1: they're gonna love this, or they're going to want this 155 00:07:45,160 --> 00:07:46,680 Speaker 1: tip on super or they're going to want to know 156 00:07:46,720 --> 00:07:49,080 Speaker 1: about this about tax or you know, Jess is really 157 00:07:49,080 --> 00:07:51,040 Speaker 1: going to think that this money wins cute. And I 158 00:07:51,040 --> 00:07:54,120 Speaker 1: think having that idea, even though I didn't know that 159 00:07:54,120 --> 00:07:56,120 Speaker 1: that's what I was doing at the time of this 160 00:07:56,200 --> 00:07:57,920 Speaker 1: is my ideal customer and I kind of don't care 161 00:07:57,920 --> 00:07:59,600 Speaker 1: about the fluff. If you don't resonate with She's on 162 00:07:59,600 --> 00:08:02,280 Speaker 1: the Money, that it's cool. There's actually other places on 163 00:08:02,320 --> 00:08:04,520 Speaker 1: the Internet that you can visit to resonate with money 164 00:08:04,520 --> 00:08:06,520 Speaker 1: in a way that makes sense for you. But this 165 00:08:06,640 --> 00:08:08,960 Speaker 1: is for me, This is for my community. I think 166 00:08:09,720 --> 00:08:12,080 Speaker 1: operating in that way has built Cheese on the Money 167 00:08:12,120 --> 00:08:13,880 Speaker 1: into what it is, and like, I'm proud of that, 168 00:08:13,960 --> 00:08:16,240 Speaker 1: but I would be lying if I said that was intentional. 169 00:08:17,640 --> 00:08:20,360 Speaker 4: All right, so you've nailed down your branding and everything, 170 00:08:20,360 --> 00:08:21,480 Speaker 4: what just falls into place? 171 00:08:21,560 --> 00:08:25,520 Speaker 1: Yes, magically, it's actually magic. What you need to remember 172 00:08:25,560 --> 00:08:28,280 Speaker 1: here is that you don't want to forget your secret source. 173 00:08:28,560 --> 00:08:31,520 Speaker 1: So that's also known in marketing as your unique selling 174 00:08:31,560 --> 00:08:34,400 Speaker 1: proposition which I touched on just before. This is what's 175 00:08:34,440 --> 00:08:37,480 Speaker 1: going to set your business apart from its competition. It's 176 00:08:37,480 --> 00:08:40,640 Speaker 1: that really special element that makes your product or your 177 00:08:40,800 --> 00:08:44,520 Speaker 1: unique service more valuable or more appealing to your target audience, 178 00:08:44,800 --> 00:08:48,319 Speaker 1: whether it's superior customer service or a unique product feature, 179 00:08:48,520 --> 00:08:51,319 Speaker 1: or just a distinct approach to solving a problem. Your 180 00:08:51,400 --> 00:08:54,280 Speaker 1: USP is what's going to convince customers to pick you 181 00:08:54,559 --> 00:08:57,400 Speaker 1: over someone else. And you know what, Jess, sometimes your 182 00:08:57,440 --> 00:09:02,280 Speaker 1: product isn't different. Sometimes you are unique selling proposition. So 183 00:09:02,400 --> 00:09:04,840 Speaker 1: to nail down your USP, you need to think about 184 00:09:04,840 --> 00:09:08,160 Speaker 1: what makes your offering different and how it specifically addresses 185 00:09:08,320 --> 00:09:12,280 Speaker 1: your particular customer's needs better than the competition. It's not 186 00:09:12,360 --> 00:09:14,480 Speaker 1: just about what you do, but why you do it 187 00:09:14,720 --> 00:09:17,720 Speaker 1: and why you are standing out and what that means. So, 188 00:09:18,080 --> 00:09:21,480 Speaker 1: once you've identified what your usps, you need to make 189 00:09:21,520 --> 00:09:24,480 Speaker 1: sure that it's woven into all your messaging. That is 190 00:09:24,520 --> 00:09:28,000 Speaker 1: your brand's superpower, Jess, and it's what should be front 191 00:09:28,080 --> 00:09:31,920 Speaker 1: and center of basically everything that you communicate. So you 192 00:09:31,920 --> 00:09:34,800 Speaker 1: know how I always use candle businesses. I don't know why, 193 00:09:34,960 --> 00:09:37,600 Speaker 1: it just default to it. But take two candle businesses 194 00:09:37,640 --> 00:09:41,040 Speaker 1: for example, they might both be selling candles great, but 195 00:09:41,080 --> 00:09:45,040 Speaker 1: their usps can set them worlds apart. So Brand one 196 00:09:45,160 --> 00:09:48,199 Speaker 1: it might be really around sustainability with usp like our 197 00:09:48,280 --> 00:09:51,599 Speaker 1: candles are made with the one hundred percent sustainable ingredients, 198 00:09:51,800 --> 00:09:55,000 Speaker 1: including natural soy wax. Maybe they've got like lead free 199 00:09:55,040 --> 00:09:58,280 Speaker 1: wicks and some recyclable packaging. They might say something like 200 00:09:58,320 --> 00:10:01,319 Speaker 1: we're really committed to leaving a life footprint on the planet, 201 00:10:01,480 --> 00:10:04,000 Speaker 1: so you can enjoy your favorite scent, your free jests. 202 00:10:04,040 --> 00:10:08,359 Speaker 1: But meanwhile, Brand two might be zeroing your on personalization. 203 00:10:08,600 --> 00:10:12,080 Speaker 1: So instead of that sustainability focus, they offer a really 204 00:10:12,160 --> 00:10:14,840 Speaker 1: customizable candle experience where you can choose your own sand 205 00:10:14,920 --> 00:10:17,839 Speaker 1: and you could like add some personal touches like initials 206 00:10:17,880 --> 00:10:19,920 Speaker 1: or messages, and this is what's going to make them 207 00:10:19,920 --> 00:10:24,360 Speaker 1: perfect for personalized gifts. So same product, different appeal, different 208 00:10:24,400 --> 00:10:26,840 Speaker 1: reasons you might purchase that product. 209 00:10:26,559 --> 00:10:29,319 Speaker 4: And they both sound really cool for their own different reasons, 210 00:10:29,320 --> 00:10:31,679 Speaker 4: Like I can see myself loving either of those brands 211 00:10:31,679 --> 00:10:32,800 Speaker 4: for different things, and they. 212 00:10:32,800 --> 00:10:36,840 Speaker 1: Might be identical jests. Yeah, literally, the second company that 213 00:10:37,040 --> 00:10:40,120 Speaker 1: is like, you know, we offer unique touches, they actually 214 00:10:40,120 --> 00:10:42,600 Speaker 1: could be like soy wax lad free candles. They could 215 00:10:42,640 --> 00:10:45,320 Speaker 1: basically be in the same packaging, but like you're purchasing 216 00:10:45,400 --> 00:10:48,760 Speaker 1: for different reasons and their selling points are so different 217 00:10:48,800 --> 00:10:50,600 Speaker 1: that you're not really thinking about that, are you. 218 00:10:50,640 --> 00:10:55,000 Speaker 4: Could you say they're being marketed differently. Wow, one focusing 219 00:10:55,040 --> 00:10:57,880 Speaker 4: on those eco conscious buyers who care about sustainability, while 220 00:10:57,920 --> 00:10:59,760 Speaker 4: the other is looking for those who want the personal 221 00:10:59,800 --> 00:11:02,720 Speaker 4: time for their candles the same thing that, as you said, 222 00:11:02,760 --> 00:11:05,720 Speaker 4: just positioned differently makes all the difference to me as 223 00:11:05,760 --> 00:11:06,840 Speaker 4: a prospective buyer. 224 00:11:06,640 --> 00:11:08,720 Speaker 1: On why I might want to purchase one hundred percent. 225 00:11:08,840 --> 00:11:11,000 Speaker 1: And that's why I say, like, it could just be you, 226 00:11:11,280 --> 00:11:13,600 Speaker 1: Like it could be like, oh, just made my candle. 227 00:11:13,679 --> 00:11:15,760 Speaker 1: I've got one of Jess's candles on my shelf and 228 00:11:15,800 --> 00:11:17,720 Speaker 1: every time I look at it, like I remember that 229 00:11:17,760 --> 00:11:20,240 Speaker 1: I bought into a small business. Like it could be 230 00:11:20,320 --> 00:11:22,520 Speaker 1: so many different things, But it is really important to 231 00:11:22,520 --> 00:11:26,040 Speaker 1: remember marketing isn't all about you, as I keep saying, 232 00:11:26,200 --> 00:11:29,800 Speaker 1: and your brand. It's actually about your customer. It's about 233 00:11:30,120 --> 00:11:33,160 Speaker 1: understanding their needs, what their pain points are, what their 234 00:11:33,160 --> 00:11:36,920 Speaker 1: desires are, and then positioning your brand as the solution 235 00:11:37,120 --> 00:11:40,160 Speaker 1: to these things. So your messaging should speak directly to 236 00:11:40,200 --> 00:11:43,280 Speaker 1: your audience, addressing what matters to them, not just what 237 00:11:43,320 --> 00:11:46,800 Speaker 1: you want to say, which sometimes can be hard to do. Jess. 238 00:11:47,000 --> 00:11:49,679 Speaker 1: This means really shifting your focus from here's what we 239 00:11:49,720 --> 00:11:52,520 Speaker 1: offer to hear the Jess is how we can help you. 240 00:11:53,280 --> 00:11:55,240 Speaker 1: I want you to be talking to the benefits to 241 00:11:55,400 --> 00:11:58,800 Speaker 1: your audience rather than just like features. So show empathy 242 00:11:58,920 --> 00:12:02,960 Speaker 1: by acknowledging challenges. So, for example, instead of being like, hey, Jess, 243 00:12:03,000 --> 00:12:05,679 Speaker 1: we offer really fast shipping, you might go get your 244 00:12:05,720 --> 00:12:09,120 Speaker 1: favorite products delivered to your door in no time so 245 00:12:09,160 --> 00:12:12,840 Speaker 1: that you can enjoy them sooner. Like, it's shifting the 246 00:12:12,920 --> 00:12:16,400 Speaker 1: way that you articulate the exact same thing to make 247 00:12:16,440 --> 00:12:19,240 Speaker 1: it more attractive. It's a really subtle shift, but it 248 00:12:19,280 --> 00:12:22,000 Speaker 1: makes a very big difference in how your audience is 249 00:12:22,040 --> 00:12:24,040 Speaker 1: going to connect in with your brand. 250 00:12:24,280 --> 00:12:26,560 Speaker 4: It's getting right click synonyms. When I was writing an 251 00:12:26,640 --> 00:12:28,319 Speaker 4: essay and I was like, I've used the same word 252 00:12:28,400 --> 00:12:31,280 Speaker 4: like five times in a literally is. 253 00:12:31,160 --> 00:12:34,000 Speaker 1: That Like, isn't that important? Because you just know that 254 00:12:34,040 --> 00:12:36,480 Speaker 1: if you handed that essay in, your teacher would have 255 00:12:36,559 --> 00:12:38,559 Speaker 1: like circled the word and been like, Jess, you've used 256 00:12:38,600 --> 00:12:41,960 Speaker 1: the word exquisite five times. Yeah, and you'd be like, yeah, 257 00:12:41,960 --> 00:12:44,320 Speaker 1: I know. It's a good word. Yeah, but like people 258 00:12:44,360 --> 00:12:45,000 Speaker 1: are bored of. 259 00:12:44,920 --> 00:12:46,559 Speaker 4: That, A little creativity goes a long way. 260 00:12:46,679 --> 00:12:49,000 Speaker 1: Yeah. Also, we want to make sure that our messaging 261 00:12:49,200 --> 00:12:51,600 Speaker 1: isn't too messy. We want to make sure that it's 262 00:12:51,640 --> 00:12:54,600 Speaker 1: really clear and straightforward. So we're going to avoid overly 263 00:12:54,679 --> 00:12:58,160 Speaker 1: technical terms and jug and that might confuse or even 264 00:12:58,280 --> 00:13:01,440 Speaker 1: unfortunately alienate some of your audience. So there's a saying 265 00:13:01,520 --> 00:13:05,640 Speaker 1: in marketing, if you confuse, you lose, which I think 266 00:13:05,720 --> 00:13:08,440 Speaker 1: is quite to help. Hatchy, hatchy, Yeah, but if your 267 00:13:08,440 --> 00:13:10,839 Speaker 1: audience doesn't understand what you're saying, you're probably gonna lose 268 00:13:10,880 --> 00:13:14,520 Speaker 1: the sale, which makes sense. But too many times we 269 00:13:14,559 --> 00:13:16,880 Speaker 1: get a little bit too complex, and then we're trying 270 00:13:16,920 --> 00:13:19,520 Speaker 1: really hard to look intelligent or look attractive, and then 271 00:13:19,520 --> 00:13:22,160 Speaker 1: all of a sudden we've lost the customer because they're like, wait, 272 00:13:22,160 --> 00:13:24,560 Speaker 1: what's she on about? Yeah, I can't be bothered with 273 00:13:24,640 --> 00:13:27,839 Speaker 1: this excerpt. Back to doom scrolling on TikTok. So let's 274 00:13:27,840 --> 00:13:31,360 Speaker 1: go back to my favorite example, candle business. Instead of 275 00:13:31,360 --> 00:13:35,360 Speaker 1: saying something like it's infused with complex of factory compounds, Jess, 276 00:13:35,720 --> 00:13:38,240 Speaker 1: which is kind of confusing in a little bit, now 277 00:13:38,320 --> 00:13:41,600 Speaker 1: very appealing, I mean it's legitimate, like that is factual. 278 00:13:41,920 --> 00:13:45,600 Speaker 1: Instead you might go, it smells just like fresh linen. Haa, 279 00:13:46,200 --> 00:13:48,480 Speaker 1: you laugh, but like, I love fresh linen. And it's 280 00:13:48,559 --> 00:13:52,439 Speaker 1: quite straightforward. It's really relatable, and it immediately tells you 281 00:13:52,480 --> 00:13:55,120 Speaker 1: what you're going to get. You don't want to sell 282 00:13:55,120 --> 00:13:58,800 Speaker 1: the feature, you actually want to sell the benefit. Another 283 00:13:58,800 --> 00:14:01,280 Speaker 1: way that you can do this is by leveraging social proof, 284 00:14:01,320 --> 00:14:04,360 Speaker 1: which is so important. So you're going to share testimonials. 285 00:14:04,440 --> 00:14:07,119 Speaker 1: You're going to share case studies or real life examples 286 00:14:07,160 --> 00:14:10,040 Speaker 1: of how your product or service has made a difference. 287 00:14:10,360 --> 00:14:13,800 Speaker 1: So according to Big Commerce, just seventy two percent of 288 00:14:13,880 --> 00:14:17,640 Speaker 1: consumers say that positive reviews and testimonials make them trust 289 00:14:17,720 --> 00:14:20,560 Speaker 1: a business more. I make seventy two percent. 290 00:14:20,760 --> 00:14:22,600 Speaker 4: The first thing I do before I buy something is 291 00:14:22,640 --> 00:14:25,680 Speaker 4: I go to TikTok or tool and I type in 292 00:14:25,720 --> 00:14:27,680 Speaker 4: the name and review and I see what comes up. 293 00:14:27,920 --> 00:14:30,840 Speaker 1: I do exactly the same thing. I'm not buying anything 294 00:14:31,000 --> 00:14:33,440 Speaker 1: without seeing what other people that I don't know have 295 00:14:33,680 --> 00:14:35,880 Speaker 1: said about it. Yeah, isn't that weird. I'm like, Oh, 296 00:14:35,920 --> 00:14:38,040 Speaker 1: this random person I've never met made a video on it. 297 00:14:38,280 --> 00:14:39,320 Speaker 1: She says she likes it. 298 00:14:39,520 --> 00:14:41,120 Speaker 4: I must love it, So why I say I'm a 299 00:14:41,120 --> 00:14:43,400 Speaker 4: marketer's dream like all it takes is a positive word 300 00:14:43,440 --> 00:14:44,200 Speaker 4: from someone. 301 00:14:44,120 --> 00:14:46,720 Speaker 1: Like the time that you almost bought hydrogenated water. 302 00:14:46,960 --> 00:14:49,440 Speaker 4: Yeah, shout out to the girls who slow. 303 00:14:49,640 --> 00:14:52,080 Speaker 1: It's not just about telling people what you offer, Jess, 304 00:14:52,120 --> 00:14:54,680 Speaker 1: It's about showing them through the voices of others who 305 00:14:54,680 --> 00:14:58,520 Speaker 1: have actually experienced it firsthand. Social proof makes your messaging 306 00:14:58,600 --> 00:15:02,520 Speaker 1: more relatable, more th it helps potential customers see themselves 307 00:15:02,560 --> 00:15:06,720 Speaker 1: benefiting from your product. Always keep your customer at the 308 00:15:06,760 --> 00:15:09,840 Speaker 1: heart of your communication as well, and use your stories 309 00:15:09,960 --> 00:15:12,040 Speaker 1: to create genuine connection. 310 00:15:13,000 --> 00:15:14,440 Speaker 4: Can I just go on a little tangent? 311 00:15:14,520 --> 00:15:18,160 Speaker 1: Of course you can. I'm black the hydrogen water order. 312 00:15:18,200 --> 00:15:21,280 Speaker 4: I feel like that's such a good, perfect example for 313 00:15:21,320 --> 00:15:24,120 Speaker 4: this episode of marketing because for those who don't listen 314 00:15:24,200 --> 00:15:26,040 Speaker 4: maybe to every Friday episode, we spoke about it. A 315 00:15:26,080 --> 00:15:28,600 Speaker 4: couple of weeks ago, I was scrolling on TikTok and 316 00:15:28,720 --> 00:15:30,080 Speaker 4: it was late at night, and this was when I 317 00:15:30,080 --> 00:15:32,320 Speaker 4: realized I truly am a marketer's dream. Is because I 318 00:15:32,360 --> 00:15:35,760 Speaker 4: saw someone promoting and it was a disclosed sponsored ad 319 00:15:36,160 --> 00:15:38,720 Speaker 4: for a company that does hydrogen water, and they were 320 00:15:38,760 --> 00:15:41,480 Speaker 4: talking about how it fixed all of these health problems 321 00:15:41,480 --> 00:15:43,840 Speaker 4: for them or like helped eat some of their benefits. 322 00:15:43,880 --> 00:15:46,320 Speaker 4: Talking again to the benefits of the product, not the 323 00:15:46,360 --> 00:15:49,840 Speaker 4: complex science. You know. They just use the name hydrogen water, 324 00:15:49,840 --> 00:15:51,360 Speaker 4: which made it sound fancy, and I was like, oh 325 00:15:51,440 --> 00:15:52,800 Speaker 4: my god, I need to buy this. And then I 326 00:15:52,840 --> 00:15:55,440 Speaker 4: came in on Friday and we were talking about it, 327 00:15:55,480 --> 00:15:55,760 Speaker 4: and you. 328 00:15:55,800 --> 00:16:00,160 Speaker 1: Said, Jessica, there is two hydrogens per one oxygen in 329 00:16:00,240 --> 00:16:03,360 Speaker 1: bond in water. You already have hydrogen in water. And 330 00:16:03,400 --> 00:16:07,400 Speaker 1: you're like, you're a smart woman. I you are so smart, 331 00:16:07,480 --> 00:16:10,160 Speaker 1: and you're still like, oh, oh yeah. 332 00:16:10,320 --> 00:16:12,800 Speaker 4: But that's what good marketing does. It sells me something. 333 00:16:12,920 --> 00:16:15,360 Speaker 4: It gotcha that I have access to from my tap. 334 00:16:15,360 --> 00:16:17,520 Speaker 4: And yes it might be ever so slightly different, but 335 00:16:17,880 --> 00:16:21,760 Speaker 4: it's them showcasing as you're saying, really got sold water. 336 00:16:22,280 --> 00:16:27,480 Speaker 1: It's basically the same thing as selling ice to Eskimos completely. 337 00:16:26,800 --> 00:16:29,760 Speaker 4: Did it because they had a testimonial, They spoke to 338 00:16:29,760 --> 00:16:31,880 Speaker 4: those benefits, they did all those things, and I, as 339 00:16:31,880 --> 00:16:34,720 Speaker 4: a consumer went, I have that problem. 340 00:16:34,400 --> 00:16:37,760 Speaker 1: That hot fitness model who did pilates and then drank 341 00:16:37,760 --> 00:16:39,240 Speaker 1: that what I could be her? 342 00:16:39,720 --> 00:16:43,000 Speaker 4: That's it. It's crazy, howl you down, jest. 343 00:16:43,040 --> 00:16:43,600 Speaker 1: They gotcha. 344 00:16:43,720 --> 00:16:46,080 Speaker 4: They truly did. At my one am doom scroll. But 345 00:16:46,280 --> 00:16:48,680 Speaker 4: that's the thing, that's what good marketing can do, and 346 00:16:49,000 --> 00:16:52,440 Speaker 4: if you're keeping that customer front of mind, it's going 347 00:16:52,520 --> 00:16:55,040 Speaker 4: to be easier to sell to them what would just 348 00:16:55,120 --> 00:16:59,360 Speaker 4: do by the water? Obviously, now that we have that 349 00:16:59,480 --> 00:17:01,920 Speaker 4: solid found, I hope everyone listening kind of has that 350 00:17:01,920 --> 00:17:04,560 Speaker 4: good understanding for me to go. Should we talk through 351 00:17:04,640 --> 00:17:07,120 Speaker 4: all of the different types of marketing that are available? 352 00:17:07,160 --> 00:17:09,480 Speaker 1: Yeah, So I like to break it down for me 353 00:17:09,680 --> 00:17:11,960 Speaker 1: personally because it needs to be simple for me to 354 00:17:12,000 --> 00:17:14,160 Speaker 1: get it. But also I like to break it down 355 00:17:14,240 --> 00:17:18,640 Speaker 1: into four different categories. So we've got owned, rented, earned, 356 00:17:18,640 --> 00:17:22,280 Speaker 1: and paid, and that simplifies things for me in a 357 00:17:22,320 --> 00:17:25,480 Speaker 1: really nice way. So it makes it hopefully really easy 358 00:17:25,560 --> 00:17:28,040 Speaker 1: and clear so that you're also able to figure out 359 00:17:28,040 --> 00:17:30,399 Speaker 1: where your business fits in and what might need a 360 00:17:30,400 --> 00:17:33,879 Speaker 1: little bit of TLC. So owned, that's all about the 361 00:17:33,960 --> 00:17:37,080 Speaker 1: channels that you actually have full control over. So for me, 362 00:17:37,280 --> 00:17:40,800 Speaker 1: that's my email list, it's my website, it's my podcast. 363 00:17:41,040 --> 00:17:44,120 Speaker 1: It's basically your own turf where no one can change 364 00:17:44,160 --> 00:17:46,639 Speaker 1: the rules on you like I own those things. Like, 365 00:17:46,680 --> 00:17:48,520 Speaker 1: no one's going to swoop in and take my website 366 00:17:48,560 --> 00:17:50,280 Speaker 1: off me because I actually own it, and I have 367 00:17:50,440 --> 00:17:54,160 Speaker 1: full creative control of what's on that and how it works. Right, 368 00:17:54,520 --> 00:17:57,640 Speaker 1: this is where you can really build those deeper connections 369 00:17:57,680 --> 00:18:01,880 Speaker 1: without worrying about like a surprising I don't know algorithm overhaul, 370 00:18:01,960 --> 00:18:03,679 Speaker 1: which if you're a small business, you're always like, oh 371 00:18:03,760 --> 00:18:05,720 Speaker 1: my god, I don't know how that algorithm works. Like 372 00:18:05,760 --> 00:18:09,280 Speaker 1: it's always changing me either, girl, me either. The next 373 00:18:09,400 --> 00:18:11,840 Speaker 1: is rented And this is usually, I guess, the first 374 00:18:11,840 --> 00:18:14,359 Speaker 1: thing people think of when they hear marketing, especially in 375 00:18:14,359 --> 00:18:17,399 Speaker 1: twenty twenty four. This is your social media. So this 376 00:18:17,440 --> 00:18:20,560 Speaker 1: is your Instagram, your Facebook, you TikTok, you name it. 377 00:18:20,560 --> 00:18:24,240 Speaker 1: It's someone else's platform that you're then using to drive leads. 378 00:18:24,480 --> 00:18:28,600 Speaker 1: And while it's great for visibility, you're just borrowing space. 379 00:18:28,960 --> 00:18:30,840 Speaker 1: You might not be renting it with cash, but like 380 00:18:30,920 --> 00:18:33,480 Speaker 1: it's borrowed space, Jess, you're at the mercy of those 381 00:18:33,520 --> 00:18:36,720 Speaker 1: pesky algorithm changes and platform whims. Like at the moment, 382 00:18:36,800 --> 00:18:38,600 Speaker 1: I don't know if you're on this side of TikTok, Jess, 383 00:18:38,640 --> 00:18:41,359 Speaker 1: but a whole heap of people who are American content 384 00:18:41,400 --> 00:18:43,760 Speaker 1: creators are really worried at the moment because they're talking 385 00:18:43,840 --> 00:18:46,439 Speaker 1: about TikTok maybe being banned there, and they're like, but 386 00:18:46,560 --> 00:18:49,040 Speaker 1: I have a million followers on TikTok, Like, what's going 387 00:18:49,119 --> 00:18:51,679 Speaker 1: to happen to my business? And it's like, actually, you 388 00:18:51,760 --> 00:18:55,360 Speaker 1: need to diversify your marketing channels and build something that's owned, 389 00:18:55,760 --> 00:18:58,440 Speaker 1: because you don't own your followers. Yeah, Like you don't 390 00:18:58,440 --> 00:19:00,560 Speaker 1: have their number. You can't call them if you're Instagram 391 00:19:00,640 --> 00:19:03,640 Speaker 1: or your TikTok got deleted, they're gone, like they were 392 00:19:03,720 --> 00:19:05,000 Speaker 1: never yours to call up. 393 00:19:05,280 --> 00:19:06,920 Speaker 4: Yeah, that's why we talk about it. So you can't 394 00:19:06,960 --> 00:19:08,920 Speaker 4: just get Taylor on the phone. You can't get Taylor 395 00:19:08,960 --> 00:19:10,480 Speaker 4: on the phone, as much as we wish that we could. 396 00:19:10,680 --> 00:19:12,400 Speaker 4: That's why we do talk about how it's so important 397 00:19:12,400 --> 00:19:14,840 Speaker 4: to funnel those people from social media to a platform 398 00:19:14,840 --> 00:19:15,440 Speaker 4: that you do own. 399 00:19:15,560 --> 00:19:17,520 Speaker 1: Yeah, because like what happens if she's on the money 400 00:19:17,520 --> 00:19:22,000 Speaker 1: Instagram gets deleted tomorrow. Hopefully my community like our content 401 00:19:22,119 --> 00:19:24,040 Speaker 1: enough that they're a bits out about that. Well, I 402 00:19:24,080 --> 00:19:25,880 Speaker 1: can email you ess and be like, hey, here's our 403 00:19:25,920 --> 00:19:28,760 Speaker 1: new handle, here's where to find us, Like I don't 404 00:19:28,800 --> 00:19:31,439 Speaker 1: have to be reliant on me begging Instagram for my 405 00:19:31,520 --> 00:19:35,400 Speaker 1: username back, Like it's stressful and i'd be heartbroken if 406 00:19:35,400 --> 00:19:37,159 Speaker 1: that were the case, but like I know that I 407 00:19:37,280 --> 00:19:40,320 Speaker 1: still have my business in the background totally. It's scary 408 00:19:40,320 --> 00:19:43,040 Speaker 1: if you're not relying on multiple sources. 409 00:19:43,480 --> 00:19:44,200 Speaker 4: What anither two? 410 00:19:44,359 --> 00:19:46,760 Speaker 1: So we've got earned and that's all about what you 411 00:19:46,880 --> 00:19:50,920 Speaker 1: gain through reputation and relationships. So things like pr user 412 00:19:51,000 --> 00:19:55,480 Speaker 1: generated content like you're looking up reviews Jessica and even 413 00:19:55,640 --> 00:19:57,800 Speaker 1: like a shout out from a happy customer. This is 414 00:19:57,800 --> 00:20:01,080 Speaker 1: where your business earns attention because people are talking about you, 415 00:20:01,119 --> 00:20:04,960 Speaker 1: they're sharing your content, and they're singing your praises without 416 00:20:05,160 --> 00:20:07,720 Speaker 1: you having to pay for it. Okay, important distinction, That 417 00:20:07,880 --> 00:20:12,200 Speaker 1: important distinction. You earned it, you didn't buy it. Which 418 00:20:13,080 --> 00:20:15,560 Speaker 1: is the next topic that we're talking about, which is 419 00:20:15,600 --> 00:20:19,040 Speaker 1: paid and it's exactly like what it sounds like. You're 420 00:20:19,240 --> 00:20:21,480 Speaker 1: paying to be seen. So this might be like your 421 00:20:21,480 --> 00:20:24,480 Speaker 1: Facebook or your Google Ads or even traditional stuff like 422 00:20:24,520 --> 00:20:27,639 Speaker 1: a full page magazine spread. It's a quicker way to 423 00:20:27,640 --> 00:20:29,440 Speaker 1: get your name out there, but you've actually got to 424 00:20:29,520 --> 00:20:32,000 Speaker 1: keep a close eye on that ROI so that you're 425 00:20:32,000 --> 00:20:34,440 Speaker 1: not burning cash. And also just it costs cash and 426 00:20:34,480 --> 00:20:36,399 Speaker 1: lots of small business owners don't have a lot to 427 00:20:36,440 --> 00:20:39,760 Speaker 1: throw it paid, so it's not until you're often further 428 00:20:39,800 --> 00:20:41,600 Speaker 1: down the track or you really want to invest in 429 00:20:41,600 --> 00:20:43,879 Speaker 1: the business, that you might be looking into this option. 430 00:20:44,400 --> 00:20:47,040 Speaker 4: And you'd also put PAYUGC and influence under that same 431 00:20:47,040 --> 00:20:48,160 Speaker 4: one hundred percent. 432 00:20:47,880 --> 00:20:50,280 Speaker 1: Because you're paying to be seen. Yeah, like you didn't 433 00:20:50,280 --> 00:20:52,560 Speaker 1: earn that you paid. 434 00:20:52,280 --> 00:20:54,720 Speaker 4: For that, paying for the advertising. That makes total sense. 435 00:20:54,920 --> 00:20:57,639 Speaker 4: So which one should audience be focusing on the most 436 00:20:58,160 --> 00:20:58,720 Speaker 4: all of them? 437 00:20:58,880 --> 00:21:02,639 Speaker 1: Oh so sorry, you've always heard me Jess on this. 438 00:21:02,760 --> 00:21:05,480 Speaker 1: She's on the Money podcast bang on about diversification when 439 00:21:05,480 --> 00:21:08,639 Speaker 1: it comes to investing, right, I mean, our investing masterclass 440 00:21:08,680 --> 00:21:11,840 Speaker 1: just came out, so you should be across how important 441 00:21:11,840 --> 00:21:15,920 Speaker 1: diversification is. But marketing is thankfully no different, so I 442 00:21:15,960 --> 00:21:19,199 Speaker 1: haven't had to reinvent the wheel here. But relying solely 443 00:21:19,240 --> 00:21:22,280 Speaker 1: on one channel, like just your social media might feel 444 00:21:22,320 --> 00:21:25,240 Speaker 1: really simple and it's really easy and it's familiar, but 445 00:21:25,359 --> 00:21:29,200 Speaker 1: it's really risky. So algorithms can change, the platform could evolve, 446 00:21:29,240 --> 00:21:31,520 Speaker 1: It might be banned in your country at some point, 447 00:21:31,640 --> 00:21:34,720 Speaker 1: and what works today might not work tomorrow. Like, think 448 00:21:34,720 --> 00:21:38,960 Speaker 1: about historically, I don't know if you remember, like triangle bikinis. 449 00:21:38,840 --> 00:21:41,800 Speaker 4: Ah triangle bikini that I have beef, that's a story 450 00:21:41,800 --> 00:21:42,320 Speaker 4: for another time. 451 00:21:42,320 --> 00:21:46,560 Speaker 1: Oh my gosh, this story for another time, like beef 452 00:21:46,640 --> 00:21:49,200 Speaker 1: with the actual business, or like beef in the way 453 00:21:49,200 --> 00:21:53,320 Speaker 1: that I had where triangle bikinis were built for I 454 00:21:53,320 --> 00:21:56,720 Speaker 1: don't know, side note a twelve year old pre pubescent 455 00:21:56,800 --> 00:21:59,240 Speaker 1: boy's body, and I didn't have that and so never 456 00:21:59,280 --> 00:22:02,960 Speaker 1: looked good in them, and therefore crucified myself for not 457 00:22:03,000 --> 00:22:08,359 Speaker 1: looking cue. But remember triangle bikinis. They got really big 458 00:22:08,400 --> 00:22:10,520 Speaker 1: on Instagram at a time when it was so easy 459 00:22:10,560 --> 00:22:12,280 Speaker 1: to build an audience, like you just kept posting and 460 00:22:12,280 --> 00:22:15,000 Speaker 1: you got followers and it was really simple. Their marketing 461 00:22:15,040 --> 00:22:17,520 Speaker 1: strategy today would not work, Like you can't just start 462 00:22:17,560 --> 00:22:20,520 Speaker 1: posting on Instagram. You can't just expect the people to 463 00:22:20,560 --> 00:22:24,320 Speaker 1: come in the way that it did when Instagram was founded. Like, 464 00:22:24,400 --> 00:22:27,840 Speaker 1: things have changed, and that's a very good example of 465 00:22:27,840 --> 00:22:30,120 Speaker 1: what worked today might not work tomorrow. 466 00:22:30,200 --> 00:22:30,360 Speaker 2: Right. 467 00:22:30,720 --> 00:22:35,200 Speaker 1: So, by spreading and making sure that you're diversified across rented, paid, owned, 468 00:22:35,240 --> 00:22:38,360 Speaker 1: and earned marketing, you're kind of creating a safety net 469 00:22:38,400 --> 00:22:41,320 Speaker 1: for your business. You're doing all of it. This diversified 470 00:22:41,359 --> 00:22:44,200 Speaker 1: approach makes sure that if one channel slows down or 471 00:22:44,280 --> 00:22:48,520 Speaker 1: changes unexpectedly, your overall strategy remains really strong and adaptable. 472 00:22:48,800 --> 00:22:52,480 Speaker 1: It's about being prepared and being flexible and maximizing every 473 00:22:52,520 --> 00:22:55,679 Speaker 1: opportunity to reach your audience in really different ways. And 474 00:22:55,720 --> 00:22:58,960 Speaker 1: I feel like so many times people think it's like 475 00:22:59,000 --> 00:23:01,480 Speaker 1: down to followers. Oh, you've got a million followers, you 476 00:23:01,560 --> 00:23:03,720 Speaker 1: must be really good at this, or you must have 477 00:23:03,760 --> 00:23:07,439 Speaker 1: a really successful business. Some of the most successful businesses, yes, 478 00:23:07,560 --> 00:23:09,879 Speaker 1: I've seen, they don't have heaps of followers. They just 479 00:23:09,920 --> 00:23:12,840 Speaker 1: have a really good, diversified strategy and a good funnel 480 00:23:12,920 --> 00:23:15,680 Speaker 1: setup to get that consumer in, get them really engaged 481 00:23:15,720 --> 00:23:19,760 Speaker 1: and get them buying, but often getting them buying multiple times. 482 00:23:19,960 --> 00:23:21,679 Speaker 1: I don't need a million followers if none of them 483 00:23:21,680 --> 00:23:24,000 Speaker 1: are buying, Jess, Yeah, you need to be nurturing them 484 00:23:24,040 --> 00:23:25,800 Speaker 1: as they do want to buy exactly we're going to 485 00:23:25,880 --> 00:23:29,160 Speaker 1: create that engagement. Now. I know that this might sound 486 00:23:29,240 --> 00:23:31,920 Speaker 1: like a lot, but don't stress, because this isn't something 487 00:23:31,920 --> 00:23:33,520 Speaker 1: you have to tackle all the once. Like you don't 488 00:23:33,560 --> 00:23:35,639 Speaker 1: need to go, oh, yes, I need a four point 489 00:23:35,640 --> 00:23:39,520 Speaker 1: marketing strategy tomorrow. Building a marketing strategy is kind of 490 00:23:39,560 --> 00:23:44,560 Speaker 1: like running a marathon. Probably a really bad analogy because yourself. Yes, 491 00:23:44,640 --> 00:23:48,320 Speaker 1: but like, we're also not going to run a marathon, jess, 492 00:23:48,359 --> 00:23:50,919 Speaker 1: So relate no, no, like we are going to do 493 00:23:50,960 --> 00:23:53,760 Speaker 1: the marketing strategy. It's a marathon we want to do, 494 00:23:54,280 --> 00:23:56,760 Speaker 1: but start small, take it one step at a time, 495 00:23:56,880 --> 00:24:00,520 Speaker 1: and focus on what you can realistically manage today. Obviously 496 00:24:00,560 --> 00:24:03,320 Speaker 1: a really big topic, in fact, so much that I 497 00:24:03,359 --> 00:24:05,720 Speaker 1: have made this episode a two parta oh, we love 498 00:24:05,760 --> 00:24:08,399 Speaker 1: a follow up, we love a tuparta, but let's go 499 00:24:08,440 --> 00:24:10,160 Speaker 1: to a really quick break and then on the flip 500 00:24:10,160 --> 00:24:12,919 Speaker 1: side we can dive even further into owned strategies. So 501 00:24:12,960 --> 00:24:19,520 Speaker 1: guys don't go anywhere, all right, Jess, we are back. 502 00:24:19,560 --> 00:24:22,159 Speaker 1: And as I said before, like if you are on 503 00:24:22,280 --> 00:24:25,119 Speaker 1: socials and that's your base and you don't have an 504 00:24:25,200 --> 00:24:28,119 Speaker 1: email platform, this is probably true for everybody, but I 505 00:24:28,200 --> 00:24:30,680 Speaker 1: really want you to start in that owned category because 506 00:24:30,720 --> 00:24:33,280 Speaker 1: I want you to own everything that you've created. So 507 00:24:33,359 --> 00:24:35,679 Speaker 1: let's start there, because like, why pay people if then 508 00:24:35,680 --> 00:24:38,560 Speaker 1: they're coming back to a platform that you don't own, silly? 509 00:24:38,840 --> 00:24:40,840 Speaker 1: But I want you to start in owned because it 510 00:24:40,920 --> 00:24:43,639 Speaker 1: kind of sets the groundwork for absolutely everything else. And 511 00:24:43,680 --> 00:24:46,040 Speaker 1: it might seem like a kind of obvious one, but 512 00:24:46,119 --> 00:24:50,359 Speaker 1: a website in twenty twenty four, Jessica is a non 513 00:24:50,359 --> 00:24:52,560 Speaker 1: negotiable for your marketing strategy. 514 00:24:52,800 --> 00:24:53,200 Speaker 4: Amen. 515 00:24:53,440 --> 00:24:57,240 Speaker 1: It is your online digital store front. It is your 516 00:24:57,280 --> 00:25:00,679 Speaker 1: business card. It is in a way social proof. Like Jess, 517 00:25:00,960 --> 00:25:02,560 Speaker 1: if a company doesn't have a website, I'm like, do 518 00:25:02,600 --> 00:25:03,920 Speaker 1: you even exist? You are scam? 519 00:25:04,000 --> 00:25:05,119 Speaker 4: Yeah, I'm immediately thinking. 520 00:25:05,200 --> 00:25:08,080 Speaker 1: I'm immediately like, what why don't you have a website? 521 00:25:08,119 --> 00:25:10,840 Speaker 1: Like it's so easy to do, it doesn't matter. I 522 00:25:10,880 --> 00:25:13,040 Speaker 1: also get confused when I'm like looking up a business 523 00:25:13,040 --> 00:25:14,320 Speaker 1: and I'm trying to work out if they want to 524 00:25:14,400 --> 00:25:16,760 Speaker 1: want to engage in, like tell me more about you. 525 00:25:17,480 --> 00:25:19,520 Speaker 1: It's the one place that you not only have full 526 00:25:19,520 --> 00:25:22,640 Speaker 1: control over your brand, your messaging, and how you present yourself, 527 00:25:22,840 --> 00:25:25,000 Speaker 1: but it's kind of like that central hub where all 528 00:25:25,080 --> 00:25:29,359 Speaker 1: your marketing efforts converge and come together and hopefully capture 529 00:25:29,400 --> 00:25:32,080 Speaker 1: your client to go, ah, these are the people I 530 00:25:32,119 --> 00:25:33,120 Speaker 1: want to get involved with. 531 00:25:33,359 --> 00:25:35,480 Speaker 4: Yeah, And it's where you can also showcase what makes 532 00:25:35,560 --> 00:25:38,720 Speaker 4: you and your business unique without some of the limitations 533 00:25:38,720 --> 00:25:39,800 Speaker 4: that maybe other platforms. 534 00:25:39,840 --> 00:25:41,600 Speaker 1: You can do whatever you want, You totally can. 535 00:25:41,640 --> 00:25:44,080 Speaker 4: You're fully in control whether you want really detailed product 536 00:25:44,080 --> 00:25:46,680 Speaker 4: pages without the character limits, or you want to share 537 00:25:46,800 --> 00:25:48,000 Speaker 4: lots of testimonials. 538 00:25:48,080 --> 00:25:48,679 Speaker 1: I'm a yapper. 539 00:25:48,880 --> 00:25:50,879 Speaker 4: We're born to gap in this podcast. That's why we 540 00:25:50,920 --> 00:25:51,520 Speaker 4: have a podcast. 541 00:25:52,280 --> 00:25:54,360 Speaker 1: Can you imagine if they were like, yes, so you're 542 00:25:54,359 --> 00:25:56,680 Speaker 1: gonna have to limit it, I'd be let I'm gonna 543 00:25:56,680 --> 00:25:58,960 Speaker 1: have to find a different outlet totally. 544 00:25:59,200 --> 00:26:02,080 Speaker 4: Or you want to blog highlights your expertise. Your website 545 00:26:02,080 --> 00:26:04,320 Speaker 4: is where you can really tell your story and guide 546 00:26:04,359 --> 00:26:06,920 Speaker 4: visitors through the journey that you want them to take. 547 00:26:07,040 --> 00:26:08,520 Speaker 4: And it's all yours at. 548 00:26:08,440 --> 00:26:11,000 Speaker 1: One hundred percent and could be like really passive or 549 00:26:11,040 --> 00:26:12,760 Speaker 1: really active. Like if you want a blog that you 550 00:26:12,840 --> 00:26:15,520 Speaker 1: update every day, you do you boo. But I don't 551 00:26:15,560 --> 00:26:17,520 Speaker 1: have time for that, Like that's not something that I 552 00:26:17,600 --> 00:26:20,400 Speaker 1: can commit to. So it's not just about I guess 553 00:26:20,480 --> 00:26:23,760 Speaker 1: looking professional. Having a website boosts your credibility, but that 554 00:26:23,760 --> 00:26:25,800 Speaker 1: doesn't mean you need to update it every day. Like 555 00:26:25,840 --> 00:26:28,199 Speaker 1: if you want to, you can, And I mean I 556 00:26:28,280 --> 00:26:30,119 Speaker 1: now just log into the back end and change things 557 00:26:30,160 --> 00:26:32,199 Speaker 1: when I'm like, oh that kind of looks cool, Let 558 00:26:32,200 --> 00:26:34,520 Speaker 1: me try that feature, let me do this, like I 559 00:26:34,680 --> 00:26:36,520 Speaker 1: love it. It annoys the team though, because I like 560 00:26:36,600 --> 00:26:38,680 Speaker 1: change things and I'm like, why is the role different? 561 00:26:38,680 --> 00:26:42,639 Speaker 1: And I'm like, so hear me out. But consumers today 562 00:26:42,880 --> 00:26:46,520 Speaker 1: expect businesses to have a good online presence, and a 563 00:26:46,600 --> 00:26:49,960 Speaker 1: really well designed website can make a strong first impression. 564 00:26:50,119 --> 00:26:51,679 Speaker 1: Like if you're a new business as well and you 565 00:26:51,680 --> 00:26:53,639 Speaker 1: have a strong website, I'm like, oh, well, this business 566 00:26:53,720 --> 00:26:57,120 Speaker 1: has its stuff together. Even if you don't have any 567 00:26:57,119 --> 00:26:59,200 Speaker 1: social proof yet, Jess, I look and I go, oh, 568 00:26:59,200 --> 00:27:01,639 Speaker 1: they're legit. Maybe I don't need the social proof or 569 00:27:01,640 --> 00:27:05,000 Speaker 1: I haven't gone looking for it because the website was enough. Yeah. Plus, 570 00:27:05,080 --> 00:27:07,080 Speaker 1: it's a space where you can capture leads, you can 571 00:27:07,080 --> 00:27:10,560 Speaker 1: collect emails and ultimately drive conversion in a way that's 572 00:27:10,720 --> 00:27:14,520 Speaker 1: fully within your control. And I mean historically I really 573 00:27:14,560 --> 00:27:17,600 Speaker 1: focused on socials. It's not about socials, Jess. It's really 574 00:27:17,680 --> 00:27:22,199 Speaker 1: about getting that engaged customer in your door. I know, 575 00:27:22,280 --> 00:27:24,760 Speaker 1: getting our website up and running it can feel like 576 00:27:24,760 --> 00:27:27,479 Speaker 1: a really huge task, and it was for me. But 577 00:27:27,640 --> 00:27:30,800 Speaker 1: trust me, there are super easy solutions out there, even 578 00:27:30,800 --> 00:27:33,320 Speaker 1: for beginners, Jess. You know, and I've said this a 579 00:27:33,440 --> 00:27:39,080 Speaker 1: million times, IDI wied my website. I spent literal weeks, Jess, 580 00:27:39,280 --> 00:27:42,879 Speaker 1: building my website on squarespace without any tech background, and 581 00:27:43,160 --> 00:27:45,879 Speaker 1: it used to be really complicated. I wish I'd started 582 00:27:45,920 --> 00:27:48,720 Speaker 1: today because now it's just like drag and drop. I'm 583 00:27:48,800 --> 00:27:51,680 Speaker 1: really glad that when I was growing up, I thought 584 00:27:51,720 --> 00:27:54,639 Speaker 1: I was a MySpace hacker and I learned how to 585 00:27:54,800 --> 00:27:57,359 Speaker 1: HTML code so that I could have the glitter mouse. 586 00:27:57,440 --> 00:28:00,280 Speaker 1: But it's literally now just drag and drop. You don't 587 00:28:00,320 --> 00:28:02,119 Speaker 1: even have to code. So I think that there's that 588 00:28:02,160 --> 00:28:05,520 Speaker 1: mentality in the background, like some people are like, oh, website, 589 00:28:05,520 --> 00:28:07,919 Speaker 1: it's really hard. Yeah, it's not like it used to be. 590 00:28:08,000 --> 00:28:11,840 Speaker 1: It's so easy. And Jess, as you know, at the moment, 591 00:28:11,920 --> 00:28:14,840 Speaker 1: they have stunning templates, so you don't even have to 592 00:28:14,840 --> 00:28:17,160 Speaker 1: start from scratch. You can like get a good template, 593 00:28:17,440 --> 00:28:20,920 Speaker 1: customize the colors, change the photos, you know, drag and 594 00:28:21,000 --> 00:28:23,800 Speaker 1: drop things around so it looks custom it looks like 595 00:28:23,880 --> 00:28:26,919 Speaker 1: your brand, but your online and your online quickly and 596 00:28:26,960 --> 00:28:28,879 Speaker 1: in a super professional way. Yeah. 597 00:28:28,920 --> 00:28:31,480 Speaker 4: And I'm currently jujing one of those very templates as 598 00:28:31,480 --> 00:28:32,920 Speaker 4: we speak, because I know I've been saying for ages, 599 00:28:32,960 --> 00:28:35,000 Speaker 4: I'm working on my website and I'm documenting it, so 600 00:28:35,000 --> 00:28:36,560 Speaker 4: maybe we'll share it our cheese on the money at 601 00:28:36,560 --> 00:28:37,680 Speaker 4: some point we need. 602 00:28:37,520 --> 00:28:39,760 Speaker 1: To because it's so much easier. But I think the 603 00:28:39,840 --> 00:28:42,520 Speaker 1: problem being a business owner is you like want everything 604 00:28:42,560 --> 00:28:45,000 Speaker 1: to be perfect, and I keep telling you, just get 605 00:28:45,040 --> 00:28:47,520 Speaker 1: it up. Yeah, it's like that she's on the money website. 606 00:28:47,760 --> 00:28:50,320 Speaker 1: I still think that website is a work in progress. 607 00:28:50,640 --> 00:28:52,680 Speaker 1: But I'm pretty sure if anyone went to that website, 608 00:28:52,680 --> 00:28:56,120 Speaker 1: they'd be like, it's hopefully hopefully hopefully. They're like, oh, 609 00:28:56,160 --> 00:28:58,320 Speaker 1: it's really good. I'd be like, yeah, okay, but like, 610 00:28:58,320 --> 00:29:00,200 Speaker 1: I don't really love this part. That doesn't I mean, 611 00:29:00,240 --> 00:29:02,920 Speaker 1: don't publish it. Publish it and you can keep changing 612 00:29:02,960 --> 00:29:05,520 Speaker 1: and updating. And I think that that's the best way 613 00:29:05,600 --> 00:29:08,600 Speaker 1: a website exists now, because it's no longer like a 614 00:29:08,640 --> 00:29:12,280 Speaker 1: set and forget like sign. Yeah, it's like an ever 615 00:29:12,440 --> 00:29:15,920 Speaker 1: moving platform that is consistently changing in the same way 616 00:29:15,960 --> 00:29:18,320 Speaker 1: that your consumers are. And I guess another thing I 617 00:29:18,320 --> 00:29:20,280 Speaker 1: want to note here while we're talking about it is 618 00:29:20,600 --> 00:29:23,400 Speaker 1: just did you know that once you create your business website, 619 00:29:23,480 --> 00:29:28,520 Speaker 1: you don't actually automatically appear in Google work And it's 620 00:29:28,560 --> 00:29:31,680 Speaker 1: all about SEO And this isn't sponsored. I just think 621 00:29:31,720 --> 00:29:34,719 Speaker 1: it's really important. But Google actually has a free Fundamentals 622 00:29:34,760 --> 00:29:37,440 Speaker 1: of Digital Marketing course that's going to show you how 623 00:29:37,640 --> 00:29:41,120 Speaker 1: to get found when people search and as a small business, 624 00:29:41,120 --> 00:29:44,200 Speaker 1: and I used to be a very small business. Just 625 00:29:44,240 --> 00:29:45,880 Speaker 1: do you remember that time that I spent a whole 626 00:29:45,920 --> 00:29:47,040 Speaker 1: heap of money on marketing? 627 00:29:47,720 --> 00:29:47,920 Speaker 2: Oh? 628 00:29:48,040 --> 00:29:50,520 Speaker 4: Yes, we don't talk about those days, no, But. 629 00:29:50,600 --> 00:29:54,680 Speaker 1: Like I spent upwards of fifty thousand dollars I think 630 00:29:54,840 --> 00:29:58,160 Speaker 1: on marketing and it went nowhere. For an agency, yeah, 631 00:29:58,520 --> 00:30:00,600 Speaker 1: I would say they definitely did the wrong thing by 632 00:30:00,680 --> 00:30:03,440 Speaker 1: us and took advantage of it. But I didn't know 633 00:30:03,480 --> 00:30:05,320 Speaker 1: what I didn't know, And it turns out I could 634 00:30:05,360 --> 00:30:07,800 Speaker 1: have done a lot on my own, and courses like 635 00:30:07,880 --> 00:30:10,080 Speaker 1: this or what has helped me get to where I 636 00:30:10,160 --> 00:30:12,400 Speaker 1: need to be. And I'm very lucky that now I'm 637 00:30:12,440 --> 00:30:14,880 Speaker 1: in the position where I can hire people internally to 638 00:30:14,920 --> 00:30:17,000 Speaker 1: help me and we can build it that way. But 639 00:30:17,360 --> 00:30:20,520 Speaker 1: I also started here and being able to do a 640 00:30:20,640 --> 00:30:23,400 Speaker 1: free Fundamentals of Digital Marketing course so that I can 641 00:30:23,520 --> 00:30:27,480 Speaker 1: nail my own SEO like money win, especially as a 642 00:30:27,480 --> 00:30:30,200 Speaker 1: small business owner because you feel so overwhelmed all the time. 643 00:30:30,480 --> 00:30:34,120 Speaker 1: So the course is about SEO, which is search engine optimization, 644 00:30:34,320 --> 00:30:35,720 Speaker 1: and it shows you how to make sure that you're 645 00:30:35,720 --> 00:30:38,440 Speaker 1: getting listed on Google, and it also teaches you strategies 646 00:30:38,440 --> 00:30:41,600 Speaker 1: to increase your visibility and search results, making it easier 647 00:30:41,680 --> 00:30:44,920 Speaker 1: for potential customers to find you. It's honestly all about 648 00:30:44,960 --> 00:30:48,520 Speaker 1: actively managing how your business appears online rather than just 649 00:30:48,680 --> 00:30:51,680 Speaker 1: leaving it up to chance. And I mean just small 650 00:30:51,680 --> 00:30:54,040 Speaker 1: things like one thing I learned jes that I didn't 651 00:30:54,040 --> 00:30:57,040 Speaker 1: even know it was a thing. So on your website 652 00:30:57,080 --> 00:30:59,360 Speaker 1: right now, you're probably like just uploading the images that 653 00:30:59,400 --> 00:31:01,880 Speaker 1: you want. What are you naming them? 654 00:31:02,480 --> 00:31:04,920 Speaker 4: Whatever? Those aged in my key, they're probably. 655 00:31:04,480 --> 00:31:08,360 Speaker 1: Like IMG four four two or something, right, change the 656 00:31:08,480 --> 00:31:10,520 Speaker 1: name of that so that if people are looking up 657 00:31:10,600 --> 00:31:14,440 Speaker 1: Jessica Ricky, they're going to go to images. Maybe those 658 00:31:14,520 --> 00:31:17,560 Speaker 1: images are coming up because they're saved like Jessica Ricky 659 00:31:17,600 --> 00:31:20,120 Speaker 1: at the beach or Jessica Ricky. And use like your 660 00:31:20,200 --> 00:31:24,280 Speaker 1: search terms in your image captions because it's saved in 661 00:31:24,320 --> 00:31:26,760 Speaker 1: the back end of your website. But Google picks up 662 00:31:26,800 --> 00:31:29,640 Speaker 1: those words and then serves it to your potential customer. 663 00:31:29,840 --> 00:31:32,160 Speaker 1: So I can almost guarantee that all the images on 664 00:31:32,200 --> 00:31:34,600 Speaker 1: that She's on the Money website are like She's on 665 00:31:34,640 --> 00:31:37,080 Speaker 1: the Money Investing for Beginners, And like if you looked 666 00:31:37,080 --> 00:31:38,760 Speaker 1: at the name of the image, you'd be like, what, 667 00:31:38,880 --> 00:31:40,640 Speaker 1: But no one's looking at the name of the image 668 00:31:40,640 --> 00:31:42,640 Speaker 1: and it's like a little hack that can get you 669 00:31:42,680 --> 00:31:45,320 Speaker 1: more visibility without spending anything. 670 00:31:45,600 --> 00:31:47,000 Speaker 4: Genius right. 671 00:31:47,200 --> 00:31:49,680 Speaker 1: Also, just another one is make sure that you're setting 672 00:31:49,720 --> 00:31:53,200 Speaker 1: up your Google My Business profile, so that, I would 673 00:31:53,200 --> 00:31:55,120 Speaker 1: say is a really critical step. So you know, when 674 00:31:55,120 --> 00:31:56,920 Speaker 1: you search for a business on Google and that little 675 00:31:57,000 --> 00:31:59,320 Speaker 1: box pops up to the right with all of the 676 00:31:59,360 --> 00:32:02,600 Speaker 1: important it's so it's like their hours and their address 677 00:32:02,640 --> 00:32:04,720 Speaker 1: and the photos and reviews. You can go look up 678 00:32:04,800 --> 00:32:07,280 Speaker 1: Zella Money, Like we've got one set up at the moment, 679 00:32:07,360 --> 00:32:09,840 Speaker 1: and it kind of has all the information that you 680 00:32:09,880 --> 00:32:12,440 Speaker 1: would need at a glance without having to go to 681 00:32:12,480 --> 00:32:15,400 Speaker 1: our website. So that's Google My Business working its magic. 682 00:32:15,480 --> 00:32:18,880 Speaker 1: Without setting up your profile. I would say, you're actually 683 00:32:18,920 --> 00:32:21,720 Speaker 1: missing out because it's free. So this will make sure 684 00:32:21,720 --> 00:32:23,560 Speaker 1: that you're coming up when you need to come up. 685 00:32:23,600 --> 00:32:25,640 Speaker 1: And all of this is actually covered in that course 686 00:32:25,680 --> 00:32:27,560 Speaker 1: that I mentioned. That is free and it's one of 687 00:32:27,600 --> 00:32:30,440 Speaker 1: the easiest and most impactful ways to boost your visibility 688 00:32:30,480 --> 00:32:34,640 Speaker 1: on Google. Also, according to Google, businesses with a verified 689 00:32:34,680 --> 00:32:37,800 Speaker 1: My Google Business profiler twice as likely to be considered 690 00:32:37,920 --> 00:32:41,280 Speaker 1: by reputable customers. Isn't that wild? They go, You just 691 00:32:41,320 --> 00:32:44,200 Speaker 1: get a little Google badge for free. Plus, they're more 692 00:32:44,280 --> 00:32:46,600 Speaker 1: likely to show up in local search results, which means 693 00:32:46,600 --> 00:32:48,760 Speaker 1: that you're putting your business right at the front if 694 00:32:48,800 --> 00:32:52,080 Speaker 1: people are actively searching for what you're offering. It was 695 00:32:52,120 --> 00:32:55,840 Speaker 1: explained to me that, like a website, Google doesn't know 696 00:32:55,880 --> 00:32:58,600 Speaker 1: how to find it, Like it's kind of creating a 697 00:32:58,600 --> 00:33:00,920 Speaker 1: book and then throwing it into the library and not 698 00:33:01,000 --> 00:33:03,080 Speaker 1: categorizing it. Like people aren't going to walk in and 699 00:33:03,120 --> 00:33:05,800 Speaker 1: be like, oh, immediately, I know how to find this book, 700 00:33:05,880 --> 00:33:07,720 Speaker 1: or you know, I'm looking for this topic, I'm going 701 00:33:07,800 --> 00:33:09,840 Speaker 1: to go to this section like they can't find it. 702 00:33:09,880 --> 00:33:12,760 Speaker 1: You actually have to categorize it. And the Google my 703 00:33:12,880 --> 00:33:16,760 Speaker 1: business actually gives all your information to Google so that 704 00:33:16,800 --> 00:33:19,440 Speaker 1: they can go, oh, that's what Jess does. No worries Jess. 705 00:33:19,480 --> 00:33:21,719 Speaker 1: We'll keep you in mind for when someone's looking for 706 00:33:21,760 --> 00:33:24,120 Speaker 1: you or looking for a service similar to you. 707 00:33:24,280 --> 00:33:26,280 Speaker 4: And I think you a decimal system of the Internet. 708 00:33:26,520 --> 00:33:29,240 Speaker 1: Yes, I love a library reference. 709 00:33:29,880 --> 00:33:31,880 Speaker 4: It's huge, especially for small businesses who are trying to 710 00:33:31,920 --> 00:33:35,280 Speaker 4: get noticed without having that massive ad budget behind them. 711 00:33:35,560 --> 00:33:37,920 Speaker 4: And once you've got your profile setup, you can start 712 00:33:38,000 --> 00:33:40,640 Speaker 4: collecting those reviews on Google Reviews right like I went, 713 00:33:40,680 --> 00:33:42,280 Speaker 4: I got a missage recently and I said, oh, if 714 00:33:42,320 --> 00:33:44,200 Speaker 4: you enjoyed it, we'd love a Google review. 715 00:33:44,680 --> 00:33:47,040 Speaker 1: I always enjoy a massage so out of town so 716 00:33:47,120 --> 00:33:49,479 Speaker 1: you can have a review. And like, reviews are a 717 00:33:49,480 --> 00:33:52,120 Speaker 1: really big deal when it comes to building trust and credibility. 718 00:33:52,240 --> 00:33:56,320 Speaker 1: I mean, whopping, eighty eight percent of consumers trust online 719 00:33:56,440 --> 00:33:59,360 Speaker 1: reviews as much as personal recommendations. So if you think 720 00:33:59,400 --> 00:34:02,000 Speaker 1: about it, when's the last time you booked a service 721 00:34:02,120 --> 00:34:05,160 Speaker 1: or bought something online without checking the reviews first. It 722 00:34:05,320 --> 00:34:07,960 Speaker 1: was saying to add a personal anecdote in here. I 723 00:34:08,040 --> 00:34:11,400 Speaker 1: run a mortgage breaking business called Zella Money, and I 724 00:34:11,440 --> 00:34:14,000 Speaker 1: see it as such a privileged Jess to work with 725 00:34:14,080 --> 00:34:16,520 Speaker 1: people to get them into their first homes. But it 726 00:34:16,600 --> 00:34:19,560 Speaker 1: is not beyond me understanding that. You know, Jesse, if 727 00:34:19,560 --> 00:34:22,040 Speaker 1: you come to Zella, which you do, you're kind I do, 728 00:34:22,120 --> 00:34:24,520 Speaker 1: in fact do. In fact, if you come to Zella, 729 00:34:24,560 --> 00:34:28,480 Speaker 1: I'm talking to you about your life savings. I'm giving 730 00:34:28,520 --> 00:34:30,920 Speaker 1: you advice on how to spend it. You know, you 731 00:34:31,000 --> 00:34:32,719 Speaker 1: might come to me with a property and I'm telling 732 00:34:32,800 --> 00:34:35,960 Speaker 1: you whether that's a good idea or not. I'm talking 733 00:34:36,040 --> 00:34:39,359 Speaker 1: you through these things. That's a big deal. So for me, 734 00:34:39,520 --> 00:34:42,560 Speaker 1: reviews are so important because Jesse, if you're like a 735 00:34:42,560 --> 00:34:46,080 Speaker 1: little bit unsure about, you know, spending your life savings 736 00:34:46,080 --> 00:34:48,000 Speaker 1: on a property, but you know it's in line with you, 737 00:34:48,360 --> 00:34:50,120 Speaker 1: I want you to be able to Google and see 738 00:34:50,120 --> 00:34:52,440 Speaker 1: that so many other people have bought their houses with 739 00:34:52,480 --> 00:34:55,000 Speaker 1: me and they're super happy and had a really positive experience, 740 00:34:55,040 --> 00:34:58,000 Speaker 1: because that's just going to add to you being like, okay, cool, 741 00:34:58,040 --> 00:35:00,520 Speaker 1: I trust them, like they know what they're talking about. Yeah, Like, 742 00:35:00,880 --> 00:35:03,160 Speaker 1: it's a process you've never been through, so it makes 743 00:35:03,200 --> 00:35:04,840 Speaker 1: sense that you might be a little bit confused. You 744 00:35:04,920 --> 00:35:07,080 Speaker 1: might go, I don't really know what's going on. But 745 00:35:07,160 --> 00:35:09,400 Speaker 1: with that level of social proof, you're a little bit 746 00:35:09,440 --> 00:35:11,719 Speaker 1: more settled. You're feeling a little bit safer. And I 747 00:35:11,760 --> 00:35:15,200 Speaker 1: think that that's really important, especially for me, and I 748 00:35:15,200 --> 00:35:18,920 Speaker 1: think that's why it's so important that all businesses do that. 749 00:35:19,480 --> 00:35:21,640 Speaker 1: I look up reviews on everything I want to know, 750 00:35:21,840 --> 00:35:23,960 Speaker 1: and if the reviews are add I'm like, oh interesting. 751 00:35:24,239 --> 00:35:27,400 Speaker 1: Positive reviews obviously not only help you stand out in 752 00:35:27,400 --> 00:35:30,960 Speaker 1: search results, but also give like potential customers the extra 753 00:35:31,080 --> 00:35:34,160 Speaker 1: nudge to choose you over the competition because they can 754 00:35:34,200 --> 00:35:36,520 Speaker 1: see people are like, oh my god, I loved buying 755 00:35:36,560 --> 00:35:39,600 Speaker 1: my house with Zella money. You know, Jack was amazing 756 00:35:39,640 --> 00:35:42,719 Speaker 1: and Victoria really helped, Like I want that, Yeah, and 757 00:35:42,760 --> 00:35:45,200 Speaker 1: I want you to see that from other people in 758 00:35:45,239 --> 00:35:47,759 Speaker 1: a way that's not paid, because like the reviews on 759 00:35:47,800 --> 00:35:49,880 Speaker 1: Google are not paid. You see it and go, she 760 00:35:49,960 --> 00:35:52,960 Speaker 1: could have written anything, Yeah, and Jess. The cool thing 761 00:35:53,000 --> 00:35:55,279 Speaker 1: here is if you're sending people to Google, you can 762 00:35:55,360 --> 00:35:58,440 Speaker 1: also use these testimonials in your other marketing content to 763 00:35:58,480 --> 00:35:59,920 Speaker 1: make them extra valuable. 764 00:36:00,120 --> 00:36:03,040 Speaker 4: Yeah, and you can even send Path customers and email afterwards. 765 00:36:03,120 --> 00:36:05,000 Speaker 4: You know, after they've used your service or brought from 766 00:36:05,040 --> 00:36:07,120 Speaker 4: your business. Maybe they didn't think to leave a review 767 00:36:07,160 --> 00:36:09,160 Speaker 4: straight away, but more often than not, if you ask 768 00:36:09,239 --> 00:36:11,520 Speaker 4: someone and they really liked your product, people are often 769 00:36:11,600 --> 00:36:13,680 Speaker 4: happy to say something good about it, especially if you 770 00:36:13,760 --> 00:36:15,839 Speaker 4: just send them something with the little link saying hey, like, 771 00:36:16,280 --> 00:36:18,360 Speaker 4: if you liked it, use this. Sometimes. I know businesses 772 00:36:18,400 --> 00:36:19,920 Speaker 4: will say, oh, if you leave as a review, you 773 00:36:19,920 --> 00:36:22,400 Speaker 4: get five percent off on your next purchase or something. 774 00:36:22,560 --> 00:36:24,560 Speaker 1: It's something I actually need to be better at. Like, 775 00:36:24,640 --> 00:36:27,640 Speaker 1: we do have some reviews, but I'm not as good 776 00:36:27,719 --> 00:36:30,239 Speaker 1: at asking for them as I should be, because I 777 00:36:30,239 --> 00:36:32,560 Speaker 1: don't know as a small business owner, I often feel 778 00:36:32,560 --> 00:36:35,480 Speaker 1: like it's a burden. I don't want to be like, hey, so, Jesz, 779 00:36:35,520 --> 00:36:37,640 Speaker 1: I had a really nice time working with you, Can 780 00:36:37,680 --> 00:36:39,600 Speaker 1: you leave me a review. That's probably something that I 781 00:36:39,640 --> 00:36:42,680 Speaker 1: need to get over because I love seeing them, not 782 00:36:42,840 --> 00:36:45,160 Speaker 1: just because it's validation that I'm doing the right thing 783 00:36:45,200 --> 00:36:46,880 Speaker 1: and my business is on the right path, but like 784 00:36:47,360 --> 00:36:49,520 Speaker 1: I want to see your sould stick up, I want 785 00:36:49,520 --> 00:36:51,800 Speaker 1: to see you buying your first home. And I guess 786 00:36:52,000 --> 00:36:54,359 Speaker 1: speaking of being really proactive, and I should be more, 787 00:36:54,600 --> 00:36:57,320 Speaker 1: but being proactive with emails, one of the next things 788 00:36:57,320 --> 00:37:00,359 Speaker 1: that you need to consider is setting up your email list, 789 00:37:00,520 --> 00:37:04,439 Speaker 1: So start collecting those email addresses from day one. Maybe 790 00:37:04,440 --> 00:37:07,520 Speaker 1: you're offering a freebie or like a discount or something 791 00:37:07,640 --> 00:37:10,640 Speaker 1: valuable to get people to sign up. Email marketing is 792 00:37:10,680 --> 00:37:14,560 Speaker 1: an absolute powerhouse. For every dollar spent, Jess, the average 793 00:37:14,600 --> 00:37:18,080 Speaker 1: return is reported to be around thirty five to forty 794 00:37:18,080 --> 00:37:22,000 Speaker 1: five dollars, which is an insane return on investment. So 795 00:37:22,080 --> 00:37:25,440 Speaker 1: unlike social media where posts just get lost in the feed, 796 00:37:25,840 --> 00:37:28,840 Speaker 1: emails land in your customer's inboxes, making it one of 797 00:37:28,920 --> 00:37:32,520 Speaker 1: the most effective ways to connect and communicate with your audience. 798 00:37:33,040 --> 00:37:36,920 Speaker 1: But Jess, sadly, it's actually not all about sales, it's 799 00:37:37,040 --> 00:37:41,160 Speaker 1: also about relationship building. About sixty percent of consumers say 800 00:37:41,160 --> 00:37:44,120 Speaker 1: they've made a purchase because of an email that they've received, 801 00:37:44,560 --> 00:37:47,920 Speaker 1: and with average open rates between twenty to twenty five percent, 802 00:37:48,160 --> 00:37:51,200 Speaker 1: email engagement is actually way higher than what you typically 803 00:37:51,280 --> 00:37:56,360 Speaker 1: see on social media plas you actually own your email list, Jess. 804 00:37:56,400 --> 00:38:00,560 Speaker 1: No algorithms, no platform chains, just a direct line to 805 00:38:00,719 --> 00:38:04,560 Speaker 1: your consumer, which is arguably, from my perspective, very sexy. 806 00:38:04,880 --> 00:38:08,279 Speaker 1: So if you're just getting started, you need to prioritize 807 00:38:08,280 --> 00:38:11,319 Speaker 1: your email listed from me is a no brainer. And 808 00:38:11,360 --> 00:38:14,000 Speaker 1: if you're just starting, Jess, there are so many free 809 00:38:14,080 --> 00:38:16,680 Speaker 1: email platforms. It's not going to cost you anything. It's 810 00:38:16,719 --> 00:38:19,279 Speaker 1: like social media. Just set it up and you can 811 00:38:19,320 --> 00:38:21,960 Speaker 1: work it out later. It's one of those small steps 812 00:38:21,960 --> 00:38:25,160 Speaker 1: that can lead to really big lasting results for your business. 813 00:38:25,320 --> 00:38:27,200 Speaker 4: And what kind of emails should people be sending? 814 00:38:27,400 --> 00:38:29,440 Speaker 1: It could be a plethora of them. But I also 815 00:38:29,480 --> 00:38:31,880 Speaker 1: just want to touch on that platform thing before. We 816 00:38:32,080 --> 00:38:34,839 Speaker 1: just use the standard one through our website, but there 817 00:38:34,840 --> 00:38:37,680 Speaker 1: are so many out there, like have a look, choose 818 00:38:37,680 --> 00:38:39,960 Speaker 1: what's right for you. One of the first things you 819 00:38:40,000 --> 00:38:42,759 Speaker 1: should be sending to your email list is an automated 820 00:38:42,800 --> 00:38:45,839 Speaker 1: welcome sequence. So you know those emails that you get 821 00:38:45,840 --> 00:38:47,600 Speaker 1: when you subscribe, like you go onto a website, you 822 00:38:47,719 --> 00:38:51,200 Speaker 1: hit subscribe, They're more than just a nice gesture. They're 823 00:38:51,239 --> 00:38:54,040 Speaker 1: actually a really serious money maker. J Just did you 824 00:38:54,120 --> 00:38:57,920 Speaker 1: know that welcome emails can drive up to three hundred 825 00:38:58,040 --> 00:39:02,520 Speaker 1: and twenty percent more revenue per email than typical promotional ones. 826 00:39:02,719 --> 00:39:06,439 Speaker 1: That's crazy, that's actually insane. Plus they have higher open 827 00:39:06,520 --> 00:39:09,040 Speaker 1: rates and click through rates because you're catching your audience 828 00:39:09,440 --> 00:39:11,839 Speaker 1: or their most engaged, like they've just said, oh, Jess, 829 00:39:11,840 --> 00:39:13,879 Speaker 1: I love your website. Sign up. Oh I just got 830 00:39:13,880 --> 00:39:17,319 Speaker 1: an email from Jess, Like it makes sense. It's all 831 00:39:17,320 --> 00:39:19,919 Speaker 1: about striking mole the iron's hot, and a really well 832 00:39:19,960 --> 00:39:24,279 Speaker 1: crafted welcome sequence does exactly that, turning fresh subscribers into 833 00:39:24,320 --> 00:39:27,840 Speaker 1: loyal customers right from the get go, and then going 834 00:39:27,960 --> 00:39:33,279 Speaker 1: beyond that, consider maybe adding automated emails like abandon cut reminders. 835 00:39:33,440 --> 00:39:34,759 Speaker 1: They get me all the time, Jess. 836 00:39:34,800 --> 00:39:36,520 Speaker 4: Yeah, the ones of the discount code always. 837 00:39:36,320 --> 00:39:38,359 Speaker 1: They're like, hey, we saw you left something in your cart, 838 00:39:38,440 --> 00:39:39,920 Speaker 1: and I'm like, oh, that was really rude of me 839 00:39:39,960 --> 00:39:42,760 Speaker 1: to let me go buy you post purchase follow ups 840 00:39:42,800 --> 00:39:45,640 Speaker 1: to thank customers for engaging with your business and like 841 00:39:45,800 --> 00:39:50,400 Speaker 1: suggested related products or asking for feedback. Re Engagement emails 842 00:39:50,400 --> 00:39:53,440 Speaker 1: are also a really good way for reconnecting with inactive 843 00:39:53,440 --> 00:39:57,479 Speaker 1: subscribers through exclusive offers or fresh content, and each type 844 00:39:57,520 --> 00:40:00,320 Speaker 1: of email plays a role in strengthening your relationship with 845 00:40:00,360 --> 00:40:03,600 Speaker 1: your audience and then guiding them along the journey boosting 846 00:40:03,640 --> 00:40:05,120 Speaker 1: their lifetime sales value. 847 00:40:05,160 --> 00:40:08,000 Speaker 4: To you, that all sounds really good, and I know 848 00:40:08,040 --> 00:40:09,960 Speaker 4: we still have so much more than we can talk 849 00:40:09,960 --> 00:40:10,279 Speaker 4: about it. 850 00:40:10,320 --> 00:40:12,520 Speaker 1: I know I can go on and on. It's like 851 00:40:12,600 --> 00:40:14,680 Speaker 1: one of those things that I didn't know what I 852 00:40:14,719 --> 00:40:16,920 Speaker 1: didn't know, and now I know I need you guys 853 00:40:16,920 --> 00:40:17,880 Speaker 1: all to know too. 854 00:40:17,920 --> 00:40:21,000 Speaker 4: Absolutely, So I feel like maybe we pause things right 855 00:40:21,080 --> 00:40:23,719 Speaker 4: here and then we come back with a part two 856 00:40:23,840 --> 00:40:24,560 Speaker 4: next month. 857 00:40:24,480 --> 00:40:27,800 Speaker 1: Another deep dive. I'm very excited about it. So focusing 858 00:40:27,840 --> 00:40:30,759 Speaker 1: on getting those brand foundations in order and starting with 859 00:40:30,880 --> 00:40:33,920 Speaker 1: getting the owned under control is I would say the 860 00:40:33,920 --> 00:40:36,719 Speaker 1: best first step before trying to tackle rented, earned and 861 00:40:36,760 --> 00:40:40,040 Speaker 1: paid strategies, which I'll get on to next time, but 862 00:40:40,320 --> 00:40:44,000 Speaker 1: reiterating from my perspective, owned is the most important, and 863 00:40:44,040 --> 00:40:46,520 Speaker 1: it's all about building that strong base and taking it 864 00:40:46,560 --> 00:40:48,680 Speaker 1: one step at a time so that you don't end 865 00:40:48,760 --> 00:40:51,360 Speaker 1: up overwhelmed, which, just as we know, can be really 866 00:40:51,440 --> 00:40:52,120 Speaker 1: really easy. 867 00:40:52,360 --> 00:40:54,839 Speaker 4: Yeah, I'm going to overcome my overwhelm and I'm going 868 00:40:54,880 --> 00:40:56,520 Speaker 4: to get my website done. I'm feeling inspired. 869 00:40:56,640 --> 00:40:59,439 Speaker 1: Done is better than perfect, Jess, just get it done. 870 00:40:59,680 --> 00:41:02,279 Speaker 1: It's super easy and basically I'm an expert, so like, 871 00:41:02,320 --> 00:41:04,560 Speaker 1: call me like I think squat space is about timing 872 00:41:04,719 --> 00:41:07,360 Speaker 1: as like an industry experts, be like, oh, victory of 873 00:41:07,400 --> 00:41:09,600 Speaker 1: Vine website builder of the Year ten out of ten, 874 00:41:09,840 --> 00:41:12,799 Speaker 1: perfect before we go. I think everybody knows about the 875 00:41:12,800 --> 00:41:14,879 Speaker 1: She's on the Money Facebook group, but did you know 876 00:41:15,000 --> 00:41:17,719 Speaker 1: that we also have a Business Bible community full of 877 00:41:17,760 --> 00:41:20,759 Speaker 1: side hustlers and startups just like you. In it, our 878 00:41:20,800 --> 00:41:23,880 Speaker 1: community shares heaps of tips and tricks around all things 879 00:41:23,920 --> 00:41:26,319 Speaker 1: starting and growing your business. It's like having your own 880 00:41:26,400 --> 00:41:29,160 Speaker 1: squad of business FESTI is cheering you on every single 881 00:41:29,239 --> 00:41:31,320 Speaker 1: step of the way. So to join us, just search 882 00:41:31,360 --> 00:41:34,280 Speaker 1: Business Bible on Facebook and we cannot wait to welcome 883 00:41:34,320 --> 00:41:35,920 Speaker 1: you to the Business Bible fam. 884 00:41:36,200 --> 00:41:36,879 Speaker 4: See you next month. 885 00:41:36,920 --> 00:41:45,279 Speaker 5: Guys, did buy shared on She's on the Money is 886 00:41:45,320 --> 00:41:47,760 Speaker 5: general in nature and does not consider. 887 00:41:47,400 --> 00:41:51,319 Speaker 1: Your individual circumstances. She's on the Money exists purely for 888 00:41:51,480 --> 00:41:54,319 Speaker 1: educational purposes and should not be relied upon to make 889 00:41:54,360 --> 00:41:57,640 Speaker 1: an investment or financial decision. If you do choose to 890 00:41:57,640 --> 00:42:00,920 Speaker 1: buy a financial product, read the PDS TMD and obtain 891 00:42:01,000 --> 00:42:03,840 Speaker 1: appropriate financial advice tailored towards your needs. 892 00:42:04,200 --> 00:42:08,160 Speaker 5: Victoria Divine and She's on the Money are authorized representatives 893 00:42:08,200 --> 00:42:10,560 Speaker 5: of money sherper P T y L t D A 894 00:42:10,680 --> 00:42:13,600 Speaker 5: b N three two one six four nine two seven 895 00:42:13,680 --> 00:42:16,560 Speaker 5: seven zero eight a f s L four five one 896 00:42:16,719 --> 00:42:18,120 Speaker 5: two eight nine