Live in Sydney! Online Marketing Questions Answered

ANDREW MCCAULEY: Hey everybody, this is Andrew McCauley, welcome to podcast number 43.
I am in Australia, in fact I'm in ydney with Heather !orter, but not "ust Heather, a whole bunch of other people because we're doin# a live podcast in front of a whole ran#e of awesome people. $et's hear it% &applause' Hey, Heather, how are you doin#( HEATHER PORTER: Hey, Andrew, hey, #uys. )his is really cool because we "ust did one of these about a month a#o when we were in Melbourne when we were doin# our fireside chat there, and here we are in ydney ri#ht in front of a beautiful #roup of business owners, and #uess what ** we're doin# the on*the*spot little session a#ain where we have them come up and #rill us. ANDREW MCCAULEY: +es, now we often do a ,what did you learn this wee-, in our podcast, but I'm #oin# to turn the tables and I'm #oin# to as- our first #uest what they learnt today. &lau#hs' Guest. /h no... ANDREW MCCAULEY: /h no, she says. +our name is( KERI NORLEY: I'm 0eri 1orley. ANDREW MCCAULEY: And where are you from( KERI NORLEY: I'm from $ife. I'm "ust startin# it. ydney, and my business is $ivin# a $ime o, welcome to our podcast%
ANDREW MCCAULEY: $ivin# a $ime $ife( KERI NORLEY: $ivin# a $ime $ife, and you can find me on 2aceboo-. ANDREW MCCAULEY: +ay% o what did you learn today(
KERI NORLEY: )hat actually everythin# is easier than it seems. ANDREW MCCAULEY: Cool. KERI NORLEY: And my favorite thin# is, since I'm startin# on 2aceboo-, that I can put a landin# pa#e onto 2aceboo- and capture people's details and build a list without a website. ANDREW MCCAULEY: Awesome. )hat is very cool. And it's not that hard, is it(
$isten here. http.33autopilotyourbusiness.com3podcasts343*live*sydney*online*mar-etin#*4uestions*answered3 5et a copy of our /nline urvival 5uide here. http.33ayb#uide.com www.autopilotyour usi!ess .com
KERI NORLEY: 1o, actually easy. ANDREW MCCAULEY: )here you #o. HEATHER PORTER: All you need are the tools% ANDREW MCCAULEY: o, 0eri, welcome to our podcast. 6hat is your 4uestion for us and how can we help you with your online mar-etin#( KERI NORLEY: 6ell, since I'm #oin# to be #oin# onto 2aceboo-, I would li-e to -now, what's the best way to stand out from the crowd( And, I as- the 4uestion because my business is 4uite holistic and incorporates so many different modalities to help balance your life, so how do you ta-e all of that and put it into one place, li-e one small succinct messa#e to stand out from everybody else( I don't want to seem li-e a wooo person. HEATHER PORTER: $oo-, one thin# you said is a small succinct messa#e, and when you're dealin# with anythin# online small simple, and succinct is best. 7e yourself number one, absolutely be yourself. If you're 4uir-y, be 4uir-y. If you're funny, be 4uir-y. 6hat silly words do you use( 8o you swear( wear, you -now. Honestly, it is who you are put out there all over to the world, so you really want to be yourself. I always say to people, don9t #o shoppin# around for 2aceboo- to try and be li-e another pa#e because then suddenly you #et so frea-in# twisted around and confused that you don't even -now who you should be anymore. 8on't even loo-, "ust be yourself, and when you are doin# the post, simple. 6hat's the one little ta-e*away that you want somebody to #et from 2aceboo-, you -now, whatever you're doin# on your 2aceboo-( 6hat would you say( ANDREW MCCAULEY: +eah, the other thin# is, what ma-es you different than other people( 6hy would people want to listen to you rather than all of the other people that are doin# somethin# similar( o, how can you stand out( How can you have your : !, your :ni4ue ellin# !roposition( 6hat is it that is different than other people that is #oin# to say, ,Hey, this person is who I want to ali#n myself with rather than everybody else,( HEATHER PORTER: 7ecause, you use #reen, ri#ht, as one of your $ivin# a $ime $ife, so #reen is one of your bi# colors. o, perhaps to stand out, you would use #reen. $i-e, have you seen the photos where they're all blac- and white and there's an accent color in them( Maybe you do #reen as an accent color. Maybe you have a little lime that you put on all of your photos. o "ust be thin-in#, what is the thin# that I want to stand out with( Is it an emotion( Is it the lime color( And then
use that throu#hout everythin# that you do, -ind of tellin# a story, you -now. +ou're brin#in# characters into your story and then -eepin# them from there. ANDREW MCCAULEY: I thinthat should be part of it, too. +our story is you and people buyin# into you. )he products could probably be the same as a lot of other products out there, but people will buy into you and they buy into your story, so how does your story differ than other people's stories( 6hy is your story #oin# to be more ali#ned to them than other people( And, what we're findin# online now is that story is massive, it's that the people that are doin# really well have #ot a story around their brand because people are buyin# into that whole story rather than "ust the benefits of the bullet*points that they offer as a service. KERI NORLEY: )wo 4uestions come from that. )he first is about story. +ou said with the About Me pa#e, on 2aceboo- there must be some sort of way to have an About Me pa#e that tells the story well so that they #et it without bein# all over the place... ANDREW MCCAULEY: 2unny enou#h, it's called the About !a#e. &lau#hter' KERI NORLEY: And two, if you want to #ive away somethin# on this landin# pa#e that I can now create on 2aceboo-, what would be the best thin# to #ive away on 2aceboo-( ANDREW MCCAULEY: 6hat is somethin# of value to your audience that they would say, ,I really need that(; whatever it is that you're #ivin# away( Is it an e7oo-( It may be an e7oo- in your industry, althou#h we tal-ed about e7oo-s bein# out of date, there are some industries that e7oo-s are still in date and it's the best thin#. 7ut, what is it that your industry are loo-in# for( Is it a free consultation for a <=*minute phone call( HEATHER PORTER: Is it a dia#ram perhaps on how to move simple thin#s around your house to #et profound results( ANDREW MCCAULEY: +eah. It could be somethin# li-e a blueprint, the ten most important aspects of fen#*shu in your house if that's what you're doin#( o, what is it that you have in your head, -nowled#e, that people want and are willin# to #ive you their email address for to #et onto your list so they can #et what it is that you've #ot( HEATHER PORTER: And as we close with you, the -ey thin# is this. what is the thin# you say to people when they're li-e, ,6ow%,, and their physiolo#y and their eyes li#ht up, and they chan#e, and they
shift( )hat's what you want to #ive away, that wow that you #et from the client. >ust dive into that a little deeper and see how you can pac-a#e that as a freebie. ANDREW MCCAULEY: )hin- bac- to a time when you helped somebody and you saw their eyes li#ht up when they reali?ed, ,6ow, this is somethin# different than I hadn't #ot,, and what was it that that created, and use that as, maybe if that somebody li-ed this sort of thin#, then maybe other people would li-e that, too. HEATHER PORTER: @Aactly. KERI NORLEY: /-ay. HEATHER PORTER: )hat's it for you% KERI NORLEY: )han- you% ANDREW MCCAULEY: $et's hear it for 0eri% &applause' ANDREW MCCAULEY: Alri#ht, so our neAt victim, I mean our neAt person is comin# up to the microphone. Hello% KATHY COLGAN: My name's 0athy Col#an, I'm from Cambra in Australia, and my website is notdeadyettravel.com. ANDREW MCCAULEY: I love it. HEATHER PORTER: 6hat do you do( KATHY COLGAN: 6ell, that is the 4uestion &lau#hter and bac-#round spea-in#'. I li-e to travel, and my sister also li-es to travel and we live in two different countries. he lives in the :0, I live here, so every so often we meet up and we #o on a trip, and we've -ind of done some thin#s in the past few years where we've wal-ed the Inca trail, climbed 0iliman"aro a year or so a#o, been to 1epal, and we're "ust about to #o and do the @verest base camp wal-. 6e're #oin# to #o in 8ecember and we're meetin# up a#ain to #o off, so blo##in# is not an issue, we have plenty of stuff, I thin-, to tal- about, and we do separate trips. he travels for her "ob, she's a motorin# "ournalist, and I also travel for mine as a sustainability consultant. o, the 4uestion I'd li-e to address, or tal- to you about is the issue of providin# value with your website, but also moneti?in# you website. 2or people in the early sta#es of development for a website, I thinthat's 4uite a crucial issue because you don't necessarily come with a
product that is an all*sin#in#, all*dancin# course, or somethin#, what you're comin# with is lots of eAperience and thin#s that you would li-e to tell people, but also, how to you stay in business, basically. o I wondered if you had any thou#hts on that. HEATHER PORTER: I'll start. o, start small. A#ain, it's those little steps first. +ou -now, we've seen people that sell webinars or sell even bonus blo# posts for seven dollars a pop. o, a #ood place to start is maybe a blo# post, and then at the end of the blo# post you can say, ,8o you really want to -now the tools around this( )he discounts around this( 6here you can #o to #et this deal(, even dollars, here's my !ay!al button. I'm #oin# to #ive you not only a video on how to use it and do it, but also the places to #o, a cheat sheet, whatever it is. o start by "ust #ettin# comfortable with the concept of as-in# for permission to sell, and #ivin# a lot of content. 7ut, what's that neAt step( It's as-in# for money. >ust small increments to "ust #et yourself #oin#. KATHY COLGAN: /-ay. 8o you thinthat advertisin#, or affiliate pro#rams, or that -ind of stuff, do you thinthat has value( I mean, you obviously don't want to plaster your website with a million thin#s that people can clic- on, but I did wonder about writin# reviews of thin#s that I've used, thin#s that ** for eAample, I bou#ht a thin# that sterili?ed water. 6ell, that was all very well, but when you went to really cold temperatures where there's mountain stream waters, I went to 1epal last year and climbed this mountain, and this thin# stopped wor-in#. I mean, it was "ust too cold, it said no than- you, I'm out of here, and so that ended up bein# 4uite a difficult thin# because them I had to #o around and I should have had a bac-up plan, did not have a very #ood bac-up plan, so I had to #o around borrowin# tabs to sterili?e water and stuff li-e that, so it was a nuisance. 7ut, that -ind of thin# is actually 4uite useful to -now, particularly if you're about to invest B number of dollars on Ama?on to buy the latest all*sin#in#, all* dancin# sterili?er and the thin# doesn't wor-. ANDREW MCCAULEY: )he thin# you touched on there, you've #ot a lot of eAperience travelin#, you've #ot a lot of cool ways to #et around. It's not "ust travel, but you've #ot a lot of trips in your head. +ou -now you've been down that path and been a #reat eAample of it. )his is the sort of stuff that people want to -now. +ou could start bottlin# this, you -now what are the best ways to #et around 1epal, li-e on a train. 6hat are the best tips on a train( 7ut, you could pac-a#e it all as a ** there's a lot of people that want to #o and climb @verest, and you've done that or you've done all that stuff. 6hat are the numbers, the phone numbers of people you could call, because you -now, contacts and that sort of stuff is a bi# thin#, too.
!eople don't -now where to #o, but who do they even call, how do they #et in contact with these people( o you could start usin# your little rolodeA of people as well for information so you could start sayin#, ,I'm #oin# to #ive you the contact number of my insurance people if you buy my thin#. +ou're not only #oin# to #et this, this, and this, but you're also #oin# to #et the contact numbers of my insurance people. )he direct number for the tour #uide that I use when I #o to 1epal. And this is why he's #ood because he does this, this, and this., o all of a sudden that becomes valuable because you've already done the hard wor- and done all the trainin# where you've done the searchin# for the ri#ht person. 1ow you've #ot the ri#ht person, how much time did it ta-e you to find that ri#ht person( +ou're about to save that much time for somebody else. )hat can be worth a lot of money. ANDREW MCCAULEY: I "ust want to say one more thin#, too, before we wrap up with you, you said somethin# about affiliates, and I thinthis is a really important point that I wanted to brin# up, people often stru##le on where do I put affiliate banners which promote somebody else's product( How do I wor- that in( +ou don't want to put them in your sidebar on every sin#le pa#e because, first of all, you're #ivin# way too many options, and you're actually #ivin# people permission to leave your site before it's a controlled space. 6hereas, if you do a blo# post where you're doin# a review of say three products, and then you say, ,My recommendation is this one, this is why,, then you only have one affiliate lin- from there. +ou ad"ust them to sellin# and then you send them off when you want them to send off. KATHY COLGAN: Cery #ood, that's a #reat idea. )han- you, I appreciate that. HEATHER PORTER: +ou're welcome% )han- you. ANDREW MCCAULEY: $et's hear it for 0athy% &applause' ANDREW MCCAULEY: Alri#ht... how are you, neAt #uest( HEATHER PORTER: And who is this( PAULINE MARTIN"#ROOK$: Hi there, I'm !auline Martin*7roo-s, and I'm very eAcited about launchin# my sites, savemetime.com.au and savemetime.com. I #ot so much value out of your presentation today, so than- you very much. Heat%er a!& A!&re'. )han- you%
PAULINE MARTIN"#ROOK$: A bi# point for me was the 'you #et what you pay for' when it comes to hostin#, and how you can be -ic-ed off if someone else is spammin# in that way. o, my 4uestion today is, loo-, time is our most important resource and yet people waste it constantly because they don't have systems. o my site is literally my life wor- of creatin# systems in everythin# that I do, so my bi# 4uestion to you #uys is, what would be a #ood ethical bribe( HEATHER PORTER: 2or systems... let's "ust start, before we #o there, who is your mar-et( PAULINE MARTIN"#ROOK$: )hat's such a #reat 4uestion. &lau#hter' Anyone who's time*poor. HEATHER PORTER: Are they entrepreneurs or are they in corporate( PAULINE MARTIN"#ROOK$: !robably entrepreneurs, I thin-, is more of the space I'd be leanin# towards. HEATHER PORTER: If they're an entrepreneur are they "ust startin# or how lon# have they been in business( PAULINE MARTIN"#ROOK$: )hey're probably wearin# lots of hats, so I'd say they've been in business at least, say, five years. HEATHER PORTER: /-ay, #ood. 6hat I'm doin#, by the way, is the chun-*down eAercise, when you -eep as-in#, then what, then what( And, we should #o a lot deeper, but for lac- of time, what we're then loo-in# at is, if we're tal-in# to an entrepreneur who's been in business a couple of years probably is a lot of staffin# issues perhaps, outsourcin#, tryin# to scale, they're probably in the sta#e of scalin# that we would -now very well, so then you start to loo- at what they want. Di#ht( )hey need help probably with scalin# a business, so what tools around scalin# a business and time can you offer( Maybe a tutorial on how to use one li-e a wheel of time trade, you -now. omethin# li-e a tutorial on that. PAULINE MARTIN"#ROOK$: +eah, cool because I was thin-in# maybe even a cheat sheet on o8es- or how to put up a certain re4uirement. /ne of the thin#s that we've been doin# for "oint ventures, for instance, is actually #ivin# the spec to somebody on o8es- and sayin#, find these people so then as a business owner so that all we have to do is call those people. 6e don't have to spend time findin# them. ANDREW MCCAULEY: 8o you li-e creatin# systems( PAULINE MARTIN"#ROOK$: /h my 5od, I love creatin# systems.
ANDREW MCCAULEY: 8o you thin- there are other people out there who hate creatin# systems( Au&ie!(e )e) er: +es% &lau#hter' PAULINE MARTIN"#ROOK$: Apparently, I don't #et it, but yeah, apparently. ANDREW MCCAULEY: o, let me as- this of the live audience. if you were to #et a blueprint or somethin# on how did !auline learn how to love creatin# systems that are #oin# to save you time, would that be interestin# to you( Au&ie!(e: +es. ANDREW MCCAULEY: +eah, see. +ou can "ust as- people, li-e, thinof it as you live in system, you deal with it and that's your life. 6hat comes naturally to you doesn't come naturally to a lot of other people. ystems, either you're #ood at them and you li-e them or you hate them and don't want to -now about them, but you -now you need them because it's #oin# to save you a whole bunch of time. +ou "ust need to loo- at, #et into you own head and say, ,/-ay, I'm #ood at that, is there anyone else that would li-e to -now how to do this(, )here's already people sayin# yes. o, you could say, ,6ell, here's the ten top reasons why you need to love systems, even if you hate them,. /r, how do I show people how to use basic systems that will #et them time bac-, an hour a day( How do I #et bac- an hour a day with these three systems( o, all of a sudden you're #iven them, not a monetary value, but a time value which often is much more than the monetary value because no one else can have more time than anybody else, we've all #ot the same amount. PAULINE MARTIN"#ROOK$: )hat's ri#ht. ANDREW MCCAULEY: Come up with somethin# that people want. )hey want their time bac-, how can you #ive them time bac-( how them three systems, two systems, seven systems, whatever you want that they can implement by the end of your report of the end of the wee- that they will want to do. ANDREW MCCAULEY: I saw somethin#, too, the other day, spea-in# of systems, there's somebody that is -ind of in your space and was trainin#, they did tutorial on how to use a pro"ect mana#ement system.
It was so #ood that at the end, and of course they had their affiliate lin-, this is the opt*in, but they're actually sellin# directly from their opt*in usin# their affiliate lin-, as well. o, it's a #ood space for you, too, especially trainin# people in systems, all of these software platforms have affiliate lin-s, so it's handy. PAULINE MARTIN"#ROOK$: Cool, that's ri#ht. )han- you. ANDREW MCCAULEY: Anythin# else( Any other 4uestions( PAULINE MARTIN"#ROOK$: I was "ust #oin# to say around moneti?in# that I read a lin- the other day somethin# li-e == ways to ma-e money out of your website, but probably, what are your top three that you can thinof( ANDREW MCCAULEY: I would say, create your report strai#ht off the bat so you're sellin# to people under your win#s. HEATHER PORTER: :p*sell, so when we said earlier, all the pa#es, all the than- you pa#es, always up*sell into somethin# else. 8on't be scared to actually sell a product. If you're #ivin# a bonus away, you could say, ,>ust for an additional seven dollars, ten dollars, would you also li-e an M!3 supplement for this(, o use all of your than- you pa#es to up*sell because they're already warm and happy to be there. ANDREW MCCAULEY: And the last one would be affiliates. 5o to all these tools you're #oin# to show people and then do a review, #ive an affiliate lin- and say, ,I recommend )ime )rade, here's my affiliate lin-. I recommend 7ase Camp, here's an affiliate lin-., All these have costs to them, the premium versions, you could even do a review of premium versus free. 6hy would you #o premium( ,I recommend premium because it's only E=F.FF a month,. +ou put your affiliate lin- there and #et E<F.FF per month from each person that si#ns up. o, all these, there's a whole bunch of online tools that you can use for this sort of stuff that have affiliate lin-s. HEATHER PORTER: And, I have to say one more because I'm "ust eAcited here, so there's a #uy we all -now named >ames chram-o who's one of our mentors, and here's what he did in his email si#nature, which is frea-in# powerful, he put, ,)his is why I switched from this platform to /ffice Auto*pilot., It's a lin- to a blo# post which is a review about /ffice Auto*pilot, and now he ma-es E3,FFF a month last we tal-ed in "ust affiliate commissions "ust from addin# a si#nature into his emails sayin# this is why I switched from this to this. o, when you're usin# systems for busy professionals you can even use that in your emails, this is why I use this versus this.
PAULINE MARTIN"#ROOK$: +eah, #reat. @Acellent. And, "ust one other thin# around videos. I want to create little GF second videos because obviously I can't do a four minute video on a savemetime site, ri#ht, so GF seconds tops. 6ould you recommend #ettin#, I'm thin-in# of anime or somethin# li-e that rather than "ust constant videos of me, for instance. ANDREW MCCAULEY: 8epends on what your audience wants. +ou can #et those done up, you can #et slide shows with music out of the top, or if you li-e tal-in# in front of the camera and you're interestin#, then people are #oin# to want to watch you anyway. If it's only a minute it's not too lon#, you -now, so it depends on how you feel. If we had a video we could show what she "ust didH &lau#hter and people tal-in#' PAULINE MARTIN"#ROOK$: It's only for the live audience, sorry #uys. &lau#hter' HEATHER PORTER: )han-s% ANDREW MCCAULEY: $et's hear it for !auline% &applause' PAULINE MARTIN"#ROOK$: )han-s, #uys% ANDREW MCCAULEY: Alri#ht, neAt #uest... hello. HEATHER PORTER: Hello. ANDREW MCCAULEY: 6hat's your name and where are you from( RUTH: It's li-e one of those datin# shows on )C, 7lind 8ate or whatever. &lau#hter' I'm Duth, and I'm from &town name', which is "ust outside of ydney for those that don't -now it. My business is 7usiness Desults Catalyst where I am an outsourced 78M for business owners who are too busy or don't have the inclination to learn business development strate#ies and implement them. ANDREW MCCAULEY: And there's lots of those around, ri#ht( RUTH: )here are a few. HEATHER PORTER: +eah. ANDREW MCCAULEY: +es.
HEATHER PORTER:
o, 4uestion. 6hat do you want to -now today(
RUTH: 6ell, I've had a business #oin# for a few years and -ind of #radually morphed throu#h a lot of online thin#s, but -ind of startin# a#ain with a bit of a different incarnation, as so there is so much to do, there are so many cool thin#s, and I've -ind of dabbled in it in a few of them, and I #uess for me it's how do you recommend that people start or in my case started a#ain( Is there a step*by*step that you ta-e people throu#h where to start in all of this cool stuff( HEATHER PORTER: 6in# it. &lau#hs' >ust -iddin#. RUTH: 5ood, I was on the ri#ht trac-% &lau#hter' ANDREW MCCAULEY: 2a-e it 'til you ma-e it. HEATHER PORTER: tart by as-in# your mar-et what they want, and what I mean by that is literally as-in# people around you, ,6hat do you need help with( 6hat do you want to -now about(, $oo-, in 5oo#le you can still use the -eyword, now it's called the -eyword planner, ri#ht, the planner tool( ANDREW MCCAULEY: It's not called planner tool anymore. HEATHER PORTER: It's not the -eyword planner anymore. 7ut, in 5oo#le you can #o in and "ust 5oo#le #oo#le -eyword tool and they'll redirect you to where you need to be, and you can actually see the -eywords that people are usin# as you -now to search for thin#s in your space. )hen, literally, start out with a pretty basic website and write, li-e, ten blo# posts based on the -eywords that you're seein# in 5oo#le and based on what people are actually tellin# you that they actually want to learn. +ou don't need to be tric-y or reinvent the wheel because the whole mar-et is out there already tellin# you eAactly what they need help with because they're 5oo#lin# it and they're loo-in# for it. +ou "ust create it. ANDREW MCCAULEY: I thinthat's a #ood point because #oin# and creatin# a product because you thin- the mar-et wants it is #oin# to be wron#. RUTH: I've done that before. ANDREW MCCAULEY: A lot of you have done that before. )hey thinit's a really #ood idea and they #o and build, they spend siA months or more buildin# this product and #ettin# a lo#o and all that sort of stuff,
and then they #o to push it out there and no one wants it. )hey can't understand, thinit must be the lo#o, so they chan#e the lo#o. 7ut the actually fact is that no one wants it because it's not a needed product. o find out, do the least amount of wor- possible what it is that people want and then when you find it a pain, have an answer for that pain. 6hen you can solve that pain people will start wal-in# in the door and sayin# they want it. +ou've #ot the answer to their pain, so they want it. RUTH: o start a basic website to start postin# content and "ust...
HEATHER PORTER: >ust start... ANDREW MCCAULEY: Have a loo- at what the pain is and "ust start answerin# some of the pain points on your website. 2irst couple of blo# posts, loo- for the pain and answer the pain. @ven if you don't have a product yet, #o out there and #et a landin# pa#e. 5et up a landin# pa#e and say, ma-e up a seAy title of somethin# you're #oin# to do even if you haven't done it. 8on't wait until you've done, #o out and say, ,5et on now, #et on the early bird list., tart #ettin# people into the list, and when you launch it *well, there's another point *you can put up a landin# pa#e, if no one si#ns up then don't #o on to create a product that no one wants. HEATHER PORTER: +eah, create it after they commit. And, I #uess one more thin#, too, we seen this a lot where people want the perfect copy and content all over their website, and it's li-e a year later and they still don't have a website up because they're so focused on the words and the About !a#e, or what the form loo-s li-e on the Contact !a#e. +ou see us sittin# up here doin# a live podcast totally unscripted, you -now what, the internet world is so for#ivin#, and it's so for#ivin# because it moves so fast and you "ust have conversations with people and you "ust #o and start somewhere. RUTH: I'm probably the opposite way from that in that I "ust #o and start doin# a whole heap of stuff, so I #uess it's more, strate#ies, bein# strate#ic, or "ust -ind of #o and see what happens. ANDREW MCCAULEY: At least you're doin# somethin#. )here's other people that will plan it and they're plannin#, plannin#, plannin# and they haven't even left home base, they haven't started. RUTH: )hey're the clients I end up wor-in# with because I have to push them. &lau#hter' ANDREW MCCAULEY: Di#ht.
HEATHER PORTER: !erfect. ANDREW MCCAULEY: 8oes that answer your 4uestion( RUTH: )hat answers my 4uestion. ANDREW MCCAULEY: +ay, let hear it for Duth% &applause' HEATHER PORTER: )han- you% RUTH: )han-s very much, #uys. ANDREW MCCAULEY: Alri#ht, we've #ot time for one more. HEATHER PORTER: /ne more% ANDREW MCCAULEY: 6e need some male activity over on this side of the &unintelli#ible'. Hello% *O$E+: Hi% ANDREW MCCAULEY: )hat sounds li-e a male to me. HEATHER PORTER: It does% &lau#hter' ANDREW MCCAULEY: Hey, what's your name( *O$E+: My name's >osef with an 2. I'm different. &lau#hter' ANDREW MCCAULEY: 6here are you from, >osef( *O$E+: I'm from ydney, and I am stru##lin# to come up with the ri#ht :D$ for our business, and I already have a :D$, which is accentmana#ement.com.au, but it's... I used to have a website but it's been ta-en down. ANDREW MCCAULEY: title or a domain name( o, your bi##est problem is comin# up with a
*O$E+: +eah, a :D$ that eAplains what we do so we #et found by the ri#ht people in the search en#ines but also buildin# the mar-etin# funnel to attract corporates whereas most people pic- up more entrepreneurs and ta-e what they -now and do their own business, we're actually loo-in# for corporates to #row their or#ani?ations, so we're really after C@/s and the top level of mana#ers.
HEATHER PORTER: How about I start with your :D$( /-ay, :D$s don't really matter anymore because if you're thin-in# about how people find you online is throu#h 5oo#le, blo# posts, social media, $in-edIn in your case probably, they're #oin# to most li-ely clic- on a lin- to #et there and #o into the pa#e. o many people are not typin# :D$s anymore to #o to homepa#es of websites, and in the past there used to be a trend where you used -eywords in the :D$ which has "ust #one out the window, it no lon#er matters anymore. o, shorter :D$s are #reat, you -now. $oo- at people li-e 5oo#le.com, there's plenty of companies reinventin# the wheel and havin# their own words. o short, one word :D$s are always perfect. !eople are #oin# to find you based on the content you create and clic-in# on lin-s that are delivered all over the internet that way, not throu#h your :D$. ANDREW MCCAULEY: +eah, I wouldn't #et hun# up on the :D$. >ust pic- somethin#, doesn9t matter. Call it somethin#, somethin#, mar-etin# ydney, or whatever you want to call it. 7ut then, the real value is #oin# to be the content you're deliverin#, so you've #ot all these different subtopics, chan#e mana#ement and so on and so on leadership, tal- about that is your content on your site and people are #oin# to start findin# you from the content you're deliverin# rather than a name that they're #oin# to type into 5oo#le's search bar. 5oo#le doesn't care about that as much as they used to anymore. In the scheme of search, it's bi#. HEATHER PORTER: In your space, as well, because you're dealin# with professionals, settin# an industry standard is #oin# to be really important so you can do that throu#h creatin# a white paper where you research what's #oin# on in the space of leadership and come up with statistics, and pac-a#e that up and then deliver it in video form or as a white paper, and then suddenly you're this company that is actually definin# what leadership is. o, thin- in terms of what your mar-et is wantin#. )hey're #oin# to want the statistics and the credibility versus the warm and fu??y, fluffier stuff, really. *O$E+: +eah, the difficulty we're havin# is actually findin# what are the 4uestions that they would be loo-in# for, what are they #oin# to be #oo#lin# when they're loo-in# for what we have( ANDREW MCCAULEY: Have you ever as-ed them( Have you ever "ust found... *O$E+: +eah, that's what I was loo-in# to create, some sort of survey and maybe put it up on $in-edIn.
HEATHER PORTER: >ust #o to $in-edIn and loo- for #roups, what the #roup topics are. urveys are not necessarily what people answer, "ust find what already happenin# with a lot of traffic. Ma#a?ines on Ama?on, #o to business and podcasts on i)unes, what are people actually already tal-in# about, because that means that there's actually a mar-et. 5et some topics and ideas from there. ANDREW MCCAULEY: 8oes that ma-e sense( *O$E+: +eah, it does. I'm still not convinced that that's #oin# to #et us the ri#ht people because when we loo-ed at those sort of #roups, they're the sort of #roups that are tal-in# about thin#s li-e iA i#ma and A! and that's not really the mar-et that we're after. 6e're after a hi#her level. HEATHER PORTER: Call them up and say, ,Can I buy you a coffee(, *O$E+: I was thin-in# of runnin# a wor-shop or settin# up a mastermind #roup, that sort of thin#. HEATHER PORTER: >ust #et in front of them first and find out what they want. ANDREW MCCAULEY: As- them, "ust basically as- them what they're loo-in# for, what you can help them with. 2ind out the pain point so you can help them solve the pain point. HEATHER PORTER: /r, ,can I interview you about your views on leadership(, @veryone li-es to be interviewed, you -now( eriously, it's a little twist. And in the sub"ect line of the email, can I interview you( )hen they're #oin# to thin-, are you media( 6ho are you( And then, it will open the door. *O$E+: Di#ht, o-ay. ANDREW MCCAULEY: Decord it, as- them the 4uestions you want, then it's either content for you later, or it's advice and research that you're loo-in# for. And, they're #oin# to open up on a better level than if you #ave them a survey to fill in, fill in the blan-sI what does leadership mean to you( !eople aren't #oin# to sit there and tal&unintelli#ible'. *O$E+: 1o, they're not. ANDREW MCCAULEY: 7ut, if you sit in on an interview and are li-e, ,/-ay, now you've been a leader for seven years and done this and this
and this, what does that mean to you( )hey'll "ust start tal-in#. And that's the information you're #oin# to #et. All of a sudden you9re #oin# to say, ,6hat's your bi##est pain point in your business(,, and he's #oin# to say, ,7lah, blah, blah, blah,. In terms of mana#er, what the bi##est problem, and he'll #ive you an answer, and all of a sudden you're li-e, ,6ow,, and you #et three or four interviews that #ive you the same sort of answer, there is your product. )here's you information pac-, or there's that thin# that you can start sayin# ri#ht now here are the people that we're tar#etin#. *O$E+: Di#ht, o-ay. HEATHER PORTER: )here you #o. And that's a wrap, I believe. ANDREW MCCAULEY: $et's hear it for >osef% )han- you >osef. *O$E+: )han- you, wonderful. &appluase' ANDREW MCCAULEY: Alri#ht, so that's our podcast. 1ow, if you're loo-in# for the transcripts... HEATHER PORTER: /h yes, the transcripts, you can head on over to autopilotyourbusiness.com3podcasts, and you can not only #et the show notes that we have for this episodes and actually learn a little bit more about our special #uests today, but you can si#n up to be alerted on our upcomin# episodes and #et access to bonus transcripts. ANDREW MCCAULEY: )hat's ri#ht. And, than- you to our audience% &applause' ydney
HEATHER PORTER: )han- you% Alri#ht, #uys, than-s so much. ANDREW MCCAULEY: )a-e care, we'll tal- to you soon.

Live in Sydney! Online Marketing Questions Answered

Caricato da

Informazioni sul documento

Titolo originale

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

Live in Sydney! Online Marketing Questions Answered

Caricato da

Copyright:

Formati disponibili

ANDREW MCCAULEY: Hey everybody, this is Andrew McCauley, welcome to podcast number 43.

o, 4uestion. 6hat do you want to -now today(

Potrebbero piacerti anche