027 – Jim Smyth – Mortgage Broker Lead Gen

027 - Jim Smyth - Mortgage Broker Lead Gen
027 - Jim Smyth - Mortgage Broker Lead Gen

Jim Smyth, is the mortgage prinicipal adviser at First Stop Mortgages & Protection NI Limited. Jim started off in Protection in 2012 and got into mortgages in late 2018. In this episode you’ll hear;-
1. Jim’s backstory in his career life.
2. The importance of educating people about your services
3. Jim’s experience with a business coach he had hired.
4. How Jim and his brother expanded his business from Protection into Protection & Mortgages.
5. Jim’s first experience with a successful door to door business sale.
6. Techniques deployed by Jim to seek referrals.
7. The introduction of Social Media to grow their business.
8. Jim’s advice to people who want to get started in the Mortgage business.
9. Methods on how to optimise on Social Media Marketing.
10. Free video resources by Jim Smyth.
11. What Jim would do if he was to start from scratch today.
12. Importance of personal branding over commercial branding like logos.
13. How Jim and his team generate reviews for their business.
14. Jim’s advice to people struggling with Social media marketing.

Jim Smyth On Linkedin
Jim’s Website

Google Ads Vs Facebook Ads Vs Instagram Ads Vs Linkedin Ads

Join our free Facebook Group (Lead Generation For Financial Services) for loads more practical tips!

We discuss the differences between and the benefits of each ad platform. Why we wouldn’t put all our eggs in one basket and some of the experiences we’ve had using each platform.


Hello and welcome to this week’s talking ads and today we have got a little vs vs vs

you can see why the title say we’re going to go through Google Ads versus Facebook ads versus Instagram ads versus LinkedIn and we’re going to kind of take a little segment about dive in on each other’s as well so it was meant to be my last episode today my people spoke to your people I was I was having trouble with your agent on my image rights and stuff so that was but then we struck a deal and got an extra week yeah so I’m here till next week everyone was going to be four o’clock and a half to so yeah I’m still not sure what has happened

just more convenient for me

Yeah exactly. And Shall we start with Google yes okay yeah so

the benefits of Google Ads over like the socials in

that people are actually searching for say if it’s a mortgage, mortgage whatever that someone has got that intent so you can’t really tell if they’re ready to remark it already to mortgage they could be in that early research phase but they are obviously looking in that moment

probably could argue that Facebook gives you that as well and not in that exact no yeah same context of it and so then nothing does be Google ads for that conflict of wanting something there and then yeah and that’s where the art comes in in finding the right keywords or yeah terms of someone’s propensity to buy as you say something like mortgages yeah you can still do that research phase absolutely early on so it’s nice knowing what you know definitely so really good example actually was when I was doing that pension annuity suitable the pension changes for years ago we were spending a hell of a lot of money on annuity stuff and really cheap clicks and cheaper leads on annuity calculator, but in terms of cost per acquisition, they were a lot of times

We’re not 55, they were like 30. They were kind of working out what would my new TV my pension when I’m 55 the client was he can do anything with them so it’s like it’s not always going after the cheapest lead or she was clicks. It’s like you say there’s intent behind it. Yeah as well.

So yeah, definitely a really good one. I’d say if you’re going to do it, make sure your remarketing on the socials as well. So yeah, get in front of someone looking for like life insurance or whatever it is. But if you’re not remarketing so that’s obviously when they’ve been on the site and then they come back and go into Facebook or Instagram. Obviously people that have been on our site they’ll see our remarketing ads. So with Google, I just wanted to show a couple of bits on screen of just the most common mistake that I see. So I mean sort of Google Ads now and it’s when it comes to like, put in those


In might have to just check them in a search campaign bear with me saying

so here we are. So I’ve put in this is a test one have done earlier so

I think the ways

why it’s important to say what a lot of people do if they have not done a lot of Google Ads before they’ll jump in a lot, right? I want someone for like who wants re mortgage advice okay and they leave it and they put it in like that and the problem is if you just put it in like that, that is called like a broad match and that will match to anything remotely related to re mortgage so people asking for mortgage advice would be covered in that which is not obviously what you’re after. So if you put these brackets here so really mortgage

so I can’t really see your spell

these brackets that’s like an ever put the brackets right

That is an exact match so only if someone searches re mortgage advice nothing before nothing after nothing in between then your ad will come up but obviously depending on the amount of volume would be whether you do that or not some keywords that or exact search terms that you know convert well that I like your bankers use that but before so if I’m starting something new never done it before I’ll do some broad match modified is we mortgage

so I’m putting the plus right

or phrase

okay so the total with the pluses is anyone that searches anything that includes re mortgage and advice or anything in between in any order before anything before after. So it could be who gives the worst re mortgage advice it was still come up well yeah, it gives the best Who can I speak to for remortgage advice. Those are come up for phrase as well so be


sample of broad match modified over phrase will be where can I get advice if I want to remortgage now comes off, the advice came first when we go with phrase, it would have to include it in that order those two words together in the order is important as it is there. Yeah. Does that make sense? Yes. Yeah. So they’re the most common mistake. So how I normally sell something that I’m not done before I’ll use broad match modified, and I’ll check the search term report. So you’ve got search terms up, hey, I have this is a test account. So in search terms, I don’t think I’ve run any ads on this in in your search term report. It will show the actual searches that have come up that people have clicked on your ads. Yeah, that’s if you did that broad match that first one you’ll see all this random, so anything related to

so doing that on a daily basis and then checking any things that you don’t want it to come up forward and you can block them they’re called negative keywords. So it’s kind of like a daily job really.

of checking what happened yesterday maybe some of those ones that you saw converting maybe you want to be added as an exact yeah maybe you want some to be negatives that don’t come up again you’re always constantly making that better

hopefully that makes sense so that’s the most common mistake the second most common is like whacking too many keywords in for your budget yeah thank you I need to cover everything you’re doing this we have that one client that business finance thing we district it right back did a couple of broad match modified and what they were getting much more value Cindy has given everything so yeah, that’s my kind of top tips on Google and Yeah, you’ve got that intent in that moment. But I think Tommy going to talk about Facebook where we’re finding now the we’re matching intent with

waiting around for the right people because of the the interest target so yeah, absolutely. So yeah, it’s basically what I love about or Facebook or three things is one retargeting because we’ll talk a bit about the media and

terms of in terms of the then and also the different way you configure your ads as well. flexibility there. Yeah. And also, obviously, in terms of the cost. One of the things obviously, whilst as PPC and Google search is great, often it does come at a price really, it’s a case of, but but then it does tend to convert better to lead us as a case of really going through. And if you are going to be doing both on this, tracking it all the way through to which of those leads that come through, you actually end up going to business because it could be even though your cost per lead could be three or four times higher for Google AdWords because that intent is so high it could be essentially better value and getting to cheat leads through a different platform we find Facebook does seem to work quite well for us yeah, and the people we work with but that’s that’s not to say you know, in other industries as well you can get lots of cheap release and cheap interest but yeah, it doesn’t convert to business and there’s not really much much much value in it. So the targeting while about Facebook and the targeting is obviously in terms of the targeting parameters Facebook gives you to start with you can do by location your interests as we sort of said in terms of Leslie on mortgage is going to unlock

products are remortgages by two. Let’s first time buyers. The way it’s all configured are saved audiences by understanding people have liked or interacted with other pages that are linked to remortgages also, in a way that in terms of visiting sites that have the facebook pixel on there that you know, give information on remortgages in the in the data there as well. Yeah, so I mean, we’ve always found Facebook’s own audiences to be lot pretty accurate yeah it’s all the click through rates we’ve seen a pretty good yeah running remarketing ads out to remove the audience to click through rates. Good, we suggest the audience is actually pretty good. Yeah, pretty relevant.

Well, the other things you can do as well is actually do things with custom audiences. And your own data also need to make sure in terms of all permissions, right, and privacy policies are up to scratch and everything else GDPR they can take your customer data put it into Facebook and you could advertise to those customers if you wanted to. Could be really good if I took out like a mortgage products but haven’t been able to do in real life insurance or something else because especially if they already know your brand, they already know you and that’s actually sometimes that’s half the battle. Yep, we’ve seen a lot

senses so you could pull that data into Facebook and then let’s push to sell and life insurance if you know that you have been able to sell it to them and at the first bite yeah we can also do is take that that list of your own customers and Chris was called a look alike audience based on it so that’s in terms of okay so say if you didn’t want the the cross selling thing or so you’ve got this group of people that you know really good customers for you you can put them into Facebook obviously they’ve just taken up mortgage with you so you don’t want to try and sell them a mortgage. But you may want to sell it to people to look exactly like them. Yeah, based on in terms of their demographics, their interests and everything else like that in terms of, you know, thousands of different you know, attributes rolled into one yeah, to amalgamate this audience that’s the perfect customers for what you’re really going to finance in terms of so when we’ve done this before for car finance was really good because car finance a lot of time everybody wants it but not everyone can have it. Yeah. So it was really good for actually finding who your perfect customers are and then you cross cross match it with the intent audience is like looking for car finance or or whatever it was.

Yeah, we worked really well for us. We’ve got really, really good value leads. Yeah, and all the other cases where the right types of people and because we need based on that look alike audience that it was there were the kind of people that we want to target. And we found actually because that’s a good example of Google versus Facebook, where we were getting leads on Google for, what was it, like, 2018, 2018

to 20 quid and it was all it that stacked up for them. And it sounds a lot for free that in terms of the note, I was kind of our target wasn’t

and then we did that look like so we have 10,000 customers that they was about 10,000 was not far off. Yeah. And then we impose it on Facebook, right? They look alike, and then it was like 545

and then if I remember rightly, it converted to a sale just that fraction better than the Google and it was like yeah, we treated it as like it’s the same quality ya know, it says we’re only talking about a half percent yeah yeah. Helps me But yeah, interview was was just as good so that customer acquisition, we just slash

By like, for a quarter essentially wasn’t it was quite pricey India so they good example of yeah those look alikes but it was we’ve tried it obviously they look like with like 100 people and just not as good yeah obviously have the luxury of 10,000 people and then we don’t climb they lend an exact rate for everyone didn’t know so it kind of that’s why it was so important for them to get the right people in though there wasn’t much living room the type of people I want to lend to yeah

so yeah absolutely that’s you have to talk to us right what are the Facebook in terms of say about the media in terms of in the way you can construct your ads you can start your ads to do lots of different things you have to have video ads you know image ads, you have them on a carousel showcase different products that’s what you want to do here

but also the different objectives in terms of some can be drawn to landing pages on Facebook lead forms is not something that we’ve done not we’re not we’re not really that keen on it does not to say that you know, it wouldn’t work and also obviously what we do a lot to drive the message of the chapter

Yeah. And again, depending what people do want to do if they want to do this kind of community building thing, getting people to like your page or join your groups is pretty strong. Yeah, you can mix and match call to actions. Try different different images with different ad text. And yeah,

it’s, it’s pretty comprehensive. And the platform itself has got a lot there. And last few years. Yeah.

And finally, the good thing about Facebook we found the cost Yeah, and we will find it to be pretty, pretty good value

in terms of yes, sometimes you can get a low cost per thousand impressions and then a decent add to go with it.

And then obviously, a decent landing page. If you’re doing it that or a decent chat bot, then you can produce really, really good value lead. One thing I didn’t mention about the Google Ads is you’ve got a couple of lines of text as your ad whereas with Facebook, you’ve got that whole you know, that luxury for granted. Really all got that massive luxury of a massive image, a load of text as well. A call to action, the headline everything If so, yeah,


So what have we got with Google ads? Don’t people tend to ignore them? Jesus being fair of their data and IP address? So yeah, I think I can’t see who that was. But ya know, I think some people do but everyone is different. And then when you’re in that mode, let’s take our finance if you are in that is different brands and the internet for something you really need and something that is nice to have. Yeah, if you’re in that mode, you really need the best car finance deal. I’m pretty sure people are going to be afraid of what we know for a fact that they do some people Yes, definitely. Some people

will not like our remarketing Yes, on Facebook, they’ll be like, Oh, you’re following me around. This is awful. But you don’t you don’t have to sell to everyone. You mom. No, absolutely. No, you just need enough business for it to be profitable. It’s not about selling to everyone. Like there’s not a client that we’ve worked with that needs to sell to the whole book.

UK to make profit so especially the like the self employed brokers we’ve got here that I wouldn’t have that as a worried. And if they don’t click with Google Ads you’re not going to pay anything it’s on a cost per click you did perfect. So if they don’t, then you’re not missing out. I hate that. Yeah well one of the common things we here as well as it Pete people say all will I will I never click on the outs and whichever engine finish loads people say that and yeah I mean I’d say I often don’t click on ads or I didn’t used to

but millions of people do you

balance she doesn’t really like no that’s how Google make money if people didn’t then yeah some people advertisers are worried that you’ll get a load of fake clicks yeah I think Google stamped out a lot i was

i was contracting with this is quite a few years ago with a solar panel installation company and someone from the same IP address when they were in their offices clicking our ads yeah I’m going to cost us one click yeah and the end so refunded it the next day yeah proceed.

Without us needing to do anything

they are pretty hot on that. So to answer that question if they don’t click you don’t get paid

don’t just put all your eggs into one basket don’t just do Google Ads

yeah i think i don’t see that as an issue I’ve actually changed on Google as well now if I’m shopping stuff I would always click on the paid ad yeah if you get a better deal like I found when I go to school not been skiing recently last year when you’re searching for to high school get when you get out there type in ski higher all the paid results offer better deals that you find anywhere else because once you’ve paid once they

once they paid for your click, as it were, it’s more important for them to get your money. So suddenly the the deal that I was then offered was cheaper than I could find anywhere else because they they probably paid for five quick much like so suddenly they were trying to push me through this other kind of this different kind of customer journey and you know it works and now actually if we’re ready to buy bit more, more

Another question so we’re going to come on to Instagram the minute so really good question is Instagram really good option is the demographic a little young

so before we all got opinion on this I mean I’m on Instagram, it’s my portable I know Chris Ducker it’s his favorite he’s older than me

it is young and trendy birth again you can set if you’re doing ads you can set the parameters like so if you want to just comment and let us know what you do if it is mortgages so sorry on our software doesn’t come up who’s who’s put it otherwise I might know the internet in the comment what you do because if it’s if it’s mortgage you can set like when we’re doing the mortgage stuff we’re setting like age groups in terms of your ads like 30 to 40 or 40 to 50 or 25 to 30 so you can set that when it is as if you’re doing that organic then maybe that is that is an issue for more if I was just if I was so Andrew and Peter have a nine to

10 rule like 90% of your effort in one platform so for us it’s our Facebook group so if you were doing mortgages and you achieve I’ll probably wouldn’t choose Instagram for organically or free stuff yes our mortgage advisor meaningful BTL rest he remembers about so I’d probably in terms of ads I think

like try it you don’t need to run it for a couple of days well this mega chicks if you spend if you would 50 pounds break your business I’m guessing answers give me know would 50 pounds be worth spending to find out if you could get two three leads on Instagram If the answer is yes to that and just try it for a couple of days to the interest interested in so when you advertise on Facebook platform the interest know they would not break it break their business so good yeah just try it like there’s no i i’ve got to the point now with with all of this Where is I don’t have an opinion but I don’t I like to be proved wrong and I want to I’d rather

be proved wrong. Yeah, I started doing the same stuff. Yeah, I’d rather be proved wrong by the numbers always. And then it happens all the time. This is how often do we sort of getting out the you know, half an hour that we sort of you know that one of us has done it and we saw think I’m not keen on that. Yeah because x y Zed yeah we run it and it was really want ya know there is some as I still don’t like yeah we put out and it perform really well. Yeah and I’m so glad we put them out because it’s because you’re already well yeah it’s you know, advertising to you Even so, like we always try and think of who our ideal customers when we’re sort of talking to people but even if you think they won’t like it just try it anyway because you can turn it off laughter yeah you could spend five pounds and or like with our messenger stuff we like don’t want our average cost per message we want to be a five pounds we know that it may be for every four messages will get one really good lead to 20 pounds a lead for Mr. mortgage. That’s pretty good. But then if it’s over get an ad and it’s been 1015 pounds and not got a message then we’ll switch off Yeah, and then we’ll

Will dissect that and think, right, what was not right about that and try something different. So it’s not don’t just write off Instagram. I don’t like it for advertising as much as Facebook, but then we’ve spent more money on Facebook. So yeah,

interesting on the youth thing as well, in terms of that, that demographically probably is correct. Is that Facebook is a younger person’s platform. Yeah. And but thing is, what’s it didn’t necessarily doesn’t necessarily help right now, the younger those young people are getting older. Yeah, I think so. I sort of fiscal face but when it first came out about 1617, and you know, now I’m 29 could every mortgage so yeah, a couple of time. Yeah. So Facebook advertising to remove your old me would have been relevant because I’ve grown up with that platform Instagrams, a little a little bit younger, maybe a thing but it’s the same sort of, it’s the same same principle. Yeah, absolutely. Just a note for add people commenting I’ve put a link in hopefully it’s come in the description that if you click on that and accept and we’ll be able to see who you are when you comment and then I think because then we can put them I think we can put them on the screen like we’re

Law and then we’re done that thing where I can’t get rid of it yeah so cool awesome questions we you Did you finish on face yeah I think


I think the police officer we did last week Didn’t we did the test if you carry on talk

I will get those results

so we did an Instagram story Tesla what Allison that’s come to us last week one with no text on the ad in the story and one with a little bit of text and and we wanted to see kind of how it was before because we saw an ad from Andrew and Pete and they had like next year’s

Anya and they had put it in as a story format but it it really didn’t work it wasn’t kind of designed for a story because you can do it and obviously Facebook and then it will just you can click the tick the boxes and it will just

Apply on to every platform but if you do that with Instagram Stories it doesn’t really work if you got to last week’s episode you got to see that but they kind of had like the image was in the middle with blank space and those loads of tax wonderful still got the maybe thing here

this was it so there was no like more like to see more and I think I’ve always said I am a massive Instagram user I therefore in love Instagram ads and Instagram was a platform but I think when it comes to stories if you get it right it’s really good if you get it wrong it’s really not the right mind me saying enough and so hundred people that if they did that right it would be beneficial to kind of

like Who am I to tell you guys what to do but because they had a social media correspondent there he was there to create fo mo

and then if they just use or her footage as the Instagram story out of thing quite cool. Um, but yeah, it’s kind of about we on this. What was that?

called the software that you use to do

Oh gosh,

it’s on the it’s on the ad itself as a coupling coupling. That’s right and and that kind of automatically does it so you you feel the screen on someone’s phone and I think that it’s a lot better because it looks more authentic it kind of integrates well with stories in general if you’re flicking through story that comes up it’s great if someone didn’t realize it’s an odd thing or was this and it’s kind of immediately got their attention whereas if it’s something comes up his bat doesn’t look great image doesn’t feel as loads attacks or not. Probably not gonna do anything else with it. And I think as a user of Instagram and someone who’s on it quite a lot I would say that Yeah. Music if you’re going to do it, you got to get it right which is little things like filling the space not too much text because Instagram always use an image that platform people don’t want to read load yeah and and yeah, I would say leading on site is the kind of visual side of things so just making

Towards a good image, good quality relevant and then if you have any text to add there is the caption kind of area and that number that’s kind of secondary to that image does come first you’ll see that and realize that’s what people are going to see if I seemed to kind of grab people with that and then kind of any actual information could be kind of in the caption area on so yeah so I was saying cool so yeah my wife got my test results so so obviously it’s not financial services it’s I’m promoting a podcast so don’t take this as gospel yeah this is just the tests that I ran and is a different ads there’s not there’s not a proper test but i thought was quite interesting to share. So I’ll just

share what I did here right Okay, so let’s go back one so I’ve got my normal brokers and this is for in the Facebook feed. And then my Instagram store actually turn off this morning so indicating that it’s not as good so my Instagram story

Overall was 84 pence per landing page view are sending them to the podcast page whereas my normal sort of Facebook feeds of 26 p so some people would argue that and if we look here my chat my god episode is like

26 p on average and some people say maybe

my face is not as attractive as Jodi’s and that’s my

face on that also that ad is her saying along the lines of this and how I got million multi million pound property yeah so it’s a more exciting add anyway so maybe I need to test I could actually because God was half screen I could probably fill an Instagram story with that so might be a better test maybe I’ll do that for next week if I forget time

but yeah so my Instagram story I What was interesting not a fair thing because they wouldn’t it wasn’t like pushing them both out evenly. So that’s a pause one and run the other but

So there’s barely any difference in cost per landing page view between the Walmart has the title on it we have some text so you can see this is the one I didn’t coupling with it later

yeah so it’s got the ultimate podcaster brokers and yeah might so when you talk about good image my face probably not

running along those lines it feels it doesn’t it looks cool yeah and then obviously I did the other one show it

is not enough data but the cost per clicks which cost of a landing page views what exactly the same yeah and I have I did get so it’s really up with a podcast it’s hard to it’s not like generating a lead I don’t know if someone’s listen to the whole podcast I can’t tell ya do landing pages but in terms of

that so

I’m going to stop I’m also not going to run that ad because my Facebook feed ones are better cheaper like 26 Pm to four times as cheap but he’s you know he tried it I’m Yeah, exactly. So

more of what my spent so I know so when we’re going back earlier about it I spent 13 pounds and 46 pens to test that Instagram story and and I’ve learned something from that yeah the modern workplace isn’t good it


but just in general what so what would I do differently so I may be delightful I can test that exact copy that with god yeah I could also get subtitles arms we talked earlier about I don’t listen to I do have my sound on for stories yeah so add subtitles they’re going talking what I’m talking about yeah maybe if I use my page rather than the lead engine so it was more personal Instagram stories so many things that you could you could definitely try there. So if people are interested in in those experiments, I’ll keep doing them. I know it’s obviously not a fan of services. I’m promoting a podcast or whatever so it’s not



going to educate you and say, This is what I should be doing whatever and they looked yelling, do

we get pretty much all our business from that initial click? Yeah, on LinkedIn.

So I know there are some b2b people in here as well. There’s also mortgage people that want contractors and stuff like that.

So LinkedIn is a great platform you can advertise on anything that’s attached to like your profile. So we obviously advertise people that own financial services businesses. In fact, I’ve got my I did a presentation on this the other week for a conference let’s just bring that


this is what we target so you can see that if people in the United Kingdom owner co founder sales manager market, you know, basically either sales and marketing directors or owners with up to 200 employees and in fact of

Change that now because our sweet spot, you know, working with those bigger clients, everything moves so slowly so that when someone’s got like four or five advisors, that’s kind of our sweet spot that we can provide really good value that they can be quite agile and move quite quickly. And then obviously in financial services, but you can target against skills groups,

so you can target a job title, maybe contractors, yeah, in London. And again, it’s about trying it. And I think I’ve got something in here. Here’s my best performing ad. And you can see my cost per click on there’s one panel, one Pence, LinkedIn recommends you bid on cost per click,

and they recommend about five pounds of click that we bid on 1000 impressions. And we do in Facebook.

So that is, again, quite low. Normally it’s between sort of 1520 quid was you say average CPM? Yeah, terms of I’d say yeah, into the 2020s maybe a little steep until you get 15.

Quick when you when you talk about Facebook yeah Facebook the CPM to solve looking for really that eight to nine 912 13 so much yeah and bosses share on LinkedIn is essentially a high click through rate so you look on there one 1.34 i mean you know I don’t think we’ve ever had one on Facebook the last night yeah I am covering my face on this one okay that could be yeah not that yeah no but but generally speaking we see far high click through rates even so that CPM is a bit higher yeah but the click through rates so much much better as well which doesn’t make you think you could argue that that’s actually best to go folks at least you’ve got more intense yeah you know the meeting even more more costs and get rid of them but if you’re getting more clicks based on the audience then you would do on Facebook

and on my in my in my tool for this I say look i’ve talked I’ve got those people are targeted them I know they’re my ideal customer their financial set their own financial services business in the UK and it’s cost me what 218 pounds to get 217 of them on my website and then

I’m remarketing to them for me that is cracking value.

So just depending on obviously what you do, and again, testing that testing now just making sure that the results do come back yeah unlinked is an issue. You want the b2c as well, people think because LinkedIn is a b2b play. Yeah. But you have to target people, because you can target them from your job, which obviously doesn’t make sense, given the parameters. Yeah,

but especially since Facebook, you can target people by their potential, they potentially earn what you used to in pre GDP. I used to be able to do things like what people’s perspective potential or perceived sorry, household income was, yeah, you can’t really do that on LinkedIn. You can obviously, you know, maybe what a sales director in London would earn on average. Yeah, yeah. And also, you know, when, when you’re on LinkedIn, you’re not there. You’re not thinking, Oh, I’m a I’m a marketing manager. So all I’m looking at these things are marketing managers. You still are human, you know, yeah, I still do have things outside of work that can capture your attention and so it shouldn’t necessarily be automatically dismissed.

From that point of view and I can tell about somebody while a job absolutely absolutely and you can remark it on there we really knock it on so I did you know you could look at not having like one of these is the best in terms of the title of this episode is Google versus Facebook as in service LinkedIn,

I think like we use all of them for like our appetite for that one purpose so it’s this is not putting all your eggs in one basket and just you have to keep an eye on I think that’s the the thing of like getting someone else involved in my sort of people hire us is a lot of Satan that the technical stuff is not really that difficult is it it’s the it’s the time consuming of this that obviously that creative of being doing something that’s going to stand out and working on you need to like just because really good at writing a snappy as you need that you need all those bits but all those things can be taught. I think that is quite time consuming. Just keep an eye on stuff and if

The more you grow the more money you spend the more time you’ve got a source of the experience on the metrics as well yeah we can say immediately that if you have a not point x and click through rate that’s great yeah yeah in terms of how long we may be run ads when you know years ago years years ago with rerun things that you know, I think you’re not point 2% click through rate was okay. Yeah, just to find that actually, it’s not Yeah. And CPM as well, as you know, you may previously years ago we thought CPM of 16 quite was quite good. Yeah. Now we know that actually we consistently should be expecting better than Yeah, yeah,

absolutely. So so most things as well it’s just all time isn’t working. 32 minutes for this episode. might might make it into a podcast episode. Okay.

Hopefully we haven’t talked about the visual stuff too much,

because otherwise we’ll

we’ll go over to make it more descriptive. Yes, yeah, absolutely. Anything else? You think we should sort of anyone’s got any comments?

They want they want to jump in on anything we haven’t covered obviously if you’re watching this on replay just pop it in the comments were actually monitoring those so more than happy to jump in and reply on those as well but yeah that’s given everyone a bit of an overview

all the platforms

show so yeah definitely check out the current podcast episode David Thompson he we are going to be having an event with him I was chatting to him yesterday that is definitely going ahead

I just need to get the details ready and when that’s going to be relieved the be before summer or after so either may or September it’s gonna be it’s not going to be like a ball just cover costs whatever, you know, if I’m thinking around 30 quid a ticket or something like that the guys that are doing one to one training with me they’ll get a free ticket and I’ll speak to you guys

definitely check that out because he is like I you know, selling your business for 5 million. I think it’s 5 million I keep saying man I’m yeah.

seven figures is what a lot of people get into business for. He’s got like time freedom, he can do what he wants. I think, you know, learning from those sort of, yeah, I’m just a lovely bloke as well really. It’s really every every is funny because I every note that I meet millionaires all the time. I know about three.

Yeah, all of them are just lovely. And they just want to help other people as much. So this is an absolute ton of value in there. So definitely check that out. And definitely, if he can come and meet him, we will do everything we come to make the date work for as many people as possible. Good. And then I don’t think I have an interview this Friday, I think a week on Friday. We’ve got Amy Woods she’s all about content repurposing, but it’s called content 10 x. So it’s like amplifying that original bit of content. So taking like this video and then putting into a podcast. Yeah, putting in too many clips and things like that.

So that’s what her business does so she’s going to give us a load of in some tips on that next week on the podcast Roger Edwards he’s an international financial services and marketing speaker What is his official title but that’s what he does he spoke at the Uranus summit and he was I think don’t quote me I think it was marketing director for scotch widows at one point okay but historically always in financial services and marketing awesome really cool guy so all that to come. I’m definitely a last week

yeah, definitely some sort of surprise and yeah, we hopefully getting rid of you.



Instagram Story Ads With Video

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Hello and welcome to talking at Ellis week we are doing all things Instagram story ads and I think they can be really powerful but they can be done quite badly. Yes a lot of software that you can use to hopefully make them bit better. Yeah, definitely. So this morning actually so I think they probably know that I went to this conference last Friday and now they’re selling tickets for next year and then I saw an advert for it on my Instagram stories and actually text I didn’t take someone got that number I do have them on Instagram saying I should be in your excuse exclusions list so I shouldn’t have seen it anyway but one thing they said is like God you don’t need that all for Instagram stories when you do and this is when you know when we’re talking about doing having a separate strategy for Instagram over Facebook and we we’ve said a lot we prefer the Facebook feed anyway, but

Yeah, when it was either Andrew, when they saw it, they didn’t like the way the text goes over in your image obviously doesn’t fit that that size. And you were just saying before we went on air that

you’ve got all that space. You should be. Yeah, you should fill it really. So yeah, definitely check out the event, not the ad so much.

I love x. I’m going to send them this and they’re going to hate me for it. Cool. Right? Okay, so I’ve obviously got the past podcast and promoting at the moment doing some ads for it. So just testing it because so here’s another tip actually, when you if you see an ad in Facebook, I’m gonna see if we can get one now I’m gonna actually prepared this you can actually see what they’re targeting. So I saw some American guy targeting mortgage brokers with like mortgage leads. And I was like, let me interesting. How are you doing that? What sort of targeting are using App brilliant. Okay, so if we share the screen now there is an ad

My feet seven little look

so you guys have any can see Mr. Ezra Firestone and then if you so if you see an ad have someone that’s target in your audience so some some brokers you will see other brokers advertising because you’re clicking on re mortgage content you will see that and then you can click on the three buttons here Why am I seeing this ad

so he has one of the reasons things as rich people who have visited their website or use one of their apps so I must have been on his website before so he’s doing like remarketing that night I’ll see if I can offer we should the checks first. Really, that’s where we went live into the wrong group on a name that that is no there is this there was

let’s try and find another ad.

Okay when you want an ad. So Asana, they shouldn’t be advertising because we

Use a sauna but are they each other remarketing

they yeah same thing that’s remarketing one but it’s the interest based targeting there are some refurbish going on he may

a trail of some sort so review is that remarketing as well

okay you may have to trust me on this because we’re just saying later remarketing ads all try one last one fifth time lucky or whatever number we’re all

got capitals that is a financial services time

and I’ve been on their website before I’ll say recession

I will do a screenshot of something at some point where it kind of shows the interest based stuff okay um. But it just depends in like us juices that does it. We’re busy

So it’s like a normal a normal add if you notice an ad of like someone else advertising what you do to your audience you can then go on and see how they’re targeted them. Yeah

and then there’s not like for pretty much every financial service there’s an interest on Facebook you can target so for the mortgage ones it may say remortgage the because you’ve interacted with remortgage content or whatever so that’s what I did going back to when I saw some guy wanting to sell mortgage leads to brokers in the UK and there’s like a mortgage broker interest right which I think when you think about it It should be more for people who have been looking at brokers as in the end consumer Yeah, we’ve we’ve tried it for for brokers to get customers it’s never works. But actually it seems like it works for us to get from the brokers if that kind of makes sense. Yeah, yeah. So I’ve been testing that out with the podcast and I’ve been getting like ridiculously cheap traffic and then I think

So I thought what I could do is an experiment. We’re doing Instagram video ad for the podcast. So I’ve gone around lot circles, but that’s what I’m doing. OK, cool. So, and by the way, one of this software, this is why we’re late. I’ve just tested it out 1010 minutes ago.


right. Okay, so I have created a new asset in my broker’s campaign for brokers Insta story and the reason I have done that is because and then we also target in this interest based of mortgage broker and the jobs if someone’s got the job title mortgage broker, yeah, okay, go if any of my competitors watch this,

we want to target mortgage brokers they’re going to obviously get on it and then this is the Edit placement section. So this is where I’m choosing that I just want to go on Instagram stories. So if I wanted to go on Facebook stories as well.

sighs I can

not take that was always on that might have to tick Facebook

I don’t know why that’s not working

Can you do it once

and that should just work so apologies I don’t know why maybe because I can’t see my bottom right mimics have published it already but essentially this is where you choose where you want to sort target people have no idea why that’s not working but anyway I’ve chose Instagram Stories already you can see the tick that there’s 88,000 people that I can target there’s obviously less mortgage brokers than that in the UK but so I’ll get in front of some people that are not interested but based on the stuff that I’ve done before. So if I show you some of the results actually I’m getting

pulled out

okay so this money

Whole act of kindness is frozen so it doesn’t change anything for the moment this is good when you want to go live and

we’re just going to refresh that but essentially

show everyone is this software called capturing where it’s really easy to put text on the video. So going back to the Andrew MP add that we saw the text that rubbish because that’s the taxi right and Facebook ads device. That’s

okay. So this is just laid it out. Okay, we’re back. So we’ll have a look at see what they would have done that is built that for their area. Yes, yes. Well done. It forms and then you don’t realize

Yeah, I think they probably realized that whether they will Yeah, don’t want to. They may have already lost but what they’ve they’ve just put it all live shows and all those placements. You know where I just chose stories. They’ve got it on. Oh, so

Here’s some of the ads or I’m just spending like five pounds a day at the minute just promoting the podcast I’m getting 20 pounds a landing at

this is going well

20 pence per landing page view and 11 pants and that was just yesterday so if we don’t know how long I’ve been running it

so like really cheap traffic 2426 p 55 p 53 peanuts actually increased my subscribers and listeners on the podcast and you can see like one of the answers performing a lot better Scott Scott God and if you remember God from she says something along the lines I pulled out a really tasty clip where he says about million pound properties that she’s getting. So it’s a really good

and then my tax. God is a mortgage broker with too many leads that’s obviously quite provocative. So but I’m going to try something totally different. And then next week I’ll show everyone the results. So we’ve got this entire story.

campaign right everyone’s still with us on understanding what I’m talking about so I’m going to compare my Facebook feed ads which we just seen against this into the story and I’m not using any text that Facebook

you know through the Facebook thing so I recorded this on my phone this morning so you can see that I’ve done it in portrayed I actually I think I use this little

old people can’t see us can they

let me just bring us back on for a sec

use this little bad boy which I can’t remember how much it cost me but nothing but as you can see the phone goes in the portrait wise so it was literally like that did that video to takes to take one done these days needs to be 17 or 18 before or just made that really big

so I recorded that video and I’m essentially I’m saying

something along the lines of suffering the screen or

something along lines over this is really great podcasts of brokers and and I talked about God I talk about Gary data has been on and talk about a guy David Thompson has not been on yet but David has sold his brokerage like 5 million so it’s quite you know some what we want here and then so I’ve got one version here I’ve got this little ultimate podcast for brokers text on because a lot of people don’t know about you but I my sound off normally on your stories me yeah so I haven’t got the subtitles but I’ve got that on there you can see this little coupling thing on the bottom I’m not too bothered about you can get rid of that and then I’ve got a version

my other ad here where I’ve got nothing apart from the video

so we’ll run those against each other. I reckon this one will probably do better with the titles on it

but I put those titles

In so those titles and not on that video 1015 minutes ago, okay and anyone can do this. And this is why I want to talk to you about coupling

essentially I’m probably not going to be able to do with you because of the time it takes to upload the video you drag and drop your video in there

and then it uploads it and then you can add like the text on here. So I’ve literally just

you got the if you go back here hopefully everyone can see you can add text on so I could add like maybe another text it just pops up double click it I can edit it change colors and fonts and everything like that. So remember the rule about Facebook not wanting too much text on so that’s why I’ve only gone for that bit so it’s less than 20% of the image and then you could also test different titles. If you want to offer the ultimate podcaster brokers I could put the lead generation for

Financial Services podcast or whatever, I’m just testing that one thing at the moment and then you can press down and download

and this is literally as easy as that. So if you if you don’t want that watermark on it, you know that I’ve got to go back you know, it says kept pointing at the bottom of their does kind of cover my call to action thing. I’m not too bothered about it for this if I’m just trying something I’m really not that that bothered. If this works really well, then I’ll spend what is it? We’re only

$20 a month if I’m doing more than

fine but this is rubbish for videos.

Yeah, yeah, I’ll do more than four

people trust us. And I can’t be mad

if I’m doing more than four videos a month. I’ll do it. Yeah,

otherwise, you know, I’m just testing at the moment.

Say I’m quite happy just to leave that on that

on my face if I find that I’m getting cheaper clicks and whatever then more to getting that are also it straight away. Yeah,

that’s as simple as that. So I’ve got my ad in, I’ve covered across them before I’m not having any text on it. I’ve got my URL going straight to the podcast there

and that’s it. And I’ll publish that and I think I think the most notable thing is it fills the screen

on Instagram story I think adds what best when they’re kind of integrated in what you would usually say yeah so when you do a story yourself when you find it goes it fills the screen yes looks better now you know, we’ve brought up and repeat lot slate and they’re on top of that, you know, in comparison, I think it would have it would perform a lot better if it fills the screen and not as much text so yeah, do you think it’s software I know it’s cool. So we bring that back up.

That is the right size for the Facebook feed this image here

And that’s the text you normally do. So it only took me 10 minutes to do that separate thing. And then you don’t want to waffle on too much. It’s like a tease a little teaser. If you’ve got some content or that you’ve already done or

anything, I suppose you want to get it, compliance signed off, but I love that it’s on the phone. It’s like raw. It feels like a normal story.

And it’s quite intriguing. So I think it’s quite cool. So we’ve not done much with it. So I’ll let everyone know next week. And you said about the it’d been a different outset. Yes. Yeah, that’s right. Yeah. So that’s kind of explain that so I’ve like separate using hours. Let’s go back to my screen for everyone.

Yeah, so the reason you can I could put it in with all the others I could. So this is where am I what I’ve been running before the UK stuff, just a Facebook feed, but then I would have to in this


so if you look this is what I’ve been running before

I would then have to add Instagram story to these ads and then these ads may possibly go and Instagram stories as well whereas if I separate up and create a separate one just just for interestingly I know that are that are specifically done for Instagram stories will only go on Instagram Stories yeah and then because with Facebook you got so much control over budgets account on what budget I put it in if we go back to

your butt to quit on that day so I’m going to spend for a week I’m gonna spend seven pounds a day set whatever seven times

I don’t know

but it’s not a lot of money but I then if I wanted to if I think and I only want to spend five pounds a day on on the podcast then I can literally

quickly change that two to three pounds. So then I’m going back to just spending

Five pounds a day in total

cool cool hopefully that all kind of makes sense and people might give Instagram Stories ago

definitely. So next week we have your so I told everyone last week it was your last week this week but you’ve decided

so he loves doing this so much she’s working for free she she extended her stay with us for an extra week

we’re also going to miss you I think the guys are gonna get me see someone actually rang the office didn’t they? And you answered and they were like oh my god it says

here that was so yeah we definitely got a kind of miss you will what will try we’re planning something fun army for next week we’re doing I think we’re doing Instagram vs Google Ads versus Facebook ads and then I was trying to get some like cats or monks or t shirts or something’s represent that by can’t seem to get hold of anything because of like the logo thing.

will do will do a good send off so it will be Sophie’s our last week and next week and then you probably just put on with me and Tom for a bit


Good to see you next week everyone.

Quick Social Media Posts

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Hello everyone, and welcome back to talking out. I’m Billy no mates today I’ve got no one in the office. Literally Tom’s working away from the office, so he’s not in it as well. Next week in fact is actually Sophie’s last ever talking. She’s leaving his pastures new. Apparently, marketing and fashion is more exciting and interesting than financial services. Who knew? Right? But I also haven’t planned this episode as well.

I’ve been speaking at conferences morning and I wasn’t meant to be back but I got a text back early and I thought actually what I could do is show you guys how I’m putting social media posts together using Canvas and also creating those sort of jewel tone images which are explain what those what those are. So let’s dive right in. I think if I can find an example. Yes. Okay. So I can drive in let you see my screen and we’re just gonna have a quick look.quick look at how to create one of these kind of social media posts.

So that that background image, the GMO tone image, where it’s got article brand colors in that sort of thing that I’m talking about. So I’ve got this image here, I’m going to attain that image. And I’m going to pop it into a philosophical Canvas, which will let me create the social media posts, right? Okay, so Joe tone dot shape, factory CO, will create this sort of GMO tone effect. And you can put your colors in here so you can grab your brand colors of your logo.

This is called a hex code, speak to the person that designed your logo or just Google it. I’ll see if I can find some Well, I use Photoshop and it can pick out the exact color and then you can also save those it gives you a unique link that has got those color codes in so just saves you time every time you go back. So I’ve got these two colors for the time sort of thing.

So I’m going to upload an image me and the gang together now we are it’s created that Joe tone image for me already and then let’s go to remember how to download it got these buttons in the way I see it right at the bottom now download that done it twice as you can see Simple as that I’ve got my own image it basically do the job at home because white text will stand out on it rather than full color one. Okay, so Canvas ca nba.com you can create social media posts for it.

There is a free version I’ve got the premium version because it lets you kind of save like your branding, so Come on brand colors in there uploaded my fonts we’ve got fonts that are not so standard ones they’re in their logos and everything saves all your designs so for me it’s already done one you’ve already seen some of these social media posts go out that I can now quickly just create a new one so I’ve got my Facebook size here and I’ve got Instagram size I can go and edit and then what I can do is upload upload upload my own image so if I go to my downloads and grab that list God time one Jessica I haven’t planet so much I’m told Jessica that was going to be doing it but she must have realized right and then I can bring that image into the size that I want and then my texts is already on there so I was going to pull some texts out of my mortgage leads Bible as actually funnily enough going to talk about that particular one but I use I put all these stats together so it gives me ideas to use my social media posts MRT some something interesting you guys can do but essentially I can show you just got added that text like you would any other so really easy to edit that text and getting there’s so many templates and layouts already set out and I’ve just chosen one and we just edit that one we can resize it if we like all we can literally just download that standard and that’s literally I’ve now created a social media post in a couple of minutes Easy as pie real okay so we want We might do I know it’s technically not advertising this or you could argue that it is we might be able to do a tutorial on Hootsuite so scheduling that post once you’ve got them so there is so guys I will see you on Friday I haven’t got an international conference on Friday will be back for talking as next week on Wednesday the podcast episode with Gary das is a mortgage broker is absolutely smashing it online at the moment that has just launched and next week we’re doing a talking ads on Google Ads versus Facebook ads versus Instagram ads and that was Sophie’s October one so make sure you join us for that one. And I’ll see you soon.

005 – Louise Brogan – Using Social Media In Financial Services

005 - Louise Brogan - Using Social Media In Financial Services
005 - Louise Brogan - Using Social Media In Financial Services

Louise Brogan teaches people how to use social media to generate more business. We discuss Facebook, Instagram, Insta Stories and she evens comes up with a great strategy for mortgage brokers off the top of her head.

Louise’s website: https://socialbeeni.com

Hello and welcome to another edition of the lead generation for financial services, a podcast and I’ve got another cracking guest for you. This week we’re talking all things organic social media, so kind of non paid ads and how you can use a number of different platforms. we dive in quite a few different tangents here but Louise just brings so much value. There’s so much that I learned from this episode myself I’m dying to try we talk about all sorts of things like creating events we talk about using Instagram stories in fact, if you’re a mortgage broker there’s a concept there that Louise gives us an idea just off the top of her head which is amazing about using Instagram stories to start conversations which is what it’s all about. So without further ado here’s Louise and here’s my live interview that I did into our Facebook group Louise Bogan from social be can you rather me butchering what you do? Can you let

Everyone know what it is you do and kind of what we’re going to learn today? Yes, absolutely. So my business is social be and I am I live just I say, Belfast, Northern Ireland, but I have clients and customers from all over the world really. And so I help entrepreneurs figure out how to market themselves and their businesses online and through not just social media, I help people with blogging as well and have a podcast called the social being podcast. But I think my expertise really lies in all the different social media platforms

because I my background, Alex is that I actually did a master’s in computing and got jobs as a software engineer with bt and then came IT project manager and the health service some quite into my tech affecting things out and I really like that side of things, which I think a lot of people who work in social media maybe don’t necessarily have that background.

Well, yeah, yeah. And so for example, I’ve just completed a six week course with 10 people who wanted to figure out how to make their first online course which is nothing, nothing to do with social media and but I love getting into the nitty gritty of how to create webinars and how to build your email list and and how you create courses and videos and sales pages and all that stuff that gets kind of thing that gets me fired up so fantastic. And the RNA that we had a bit of software issues earlier on both sides that I’m a techie as well. I’m struggling to get out here.

That’s right. Okay. So I’m just gonna split screen. So if I accept. Okay, so we’re gonna touch then on briefly on all the social media platforms and who, therefore because in our group, we’ve got a mix of kind of got some b2b, some pizza, see that we’re all sort of financial services and I’m guessing we can cover who

Football essentially. So where’s where’s best to start? Which which platform should we will briefly cover? Okay, well we could look at before we start looking at the individual platforms. And I think really when you’re trying to market to people on social media

and be on more than two platforms, unless social media is your business, if you want to do them really well, you really need to focus dying and ideally on one platform, but if you want to do more than one, then I’ll go for two just to especially you’re starting I did you try and get really good at using Facebook and Instagram and LinkedIn and Twitter, it takes up far too much time to try and do those things and you probably won’t be learning how to do all of them really well. So it’s much better to really focus in and and build an audience on one platform for starting I’m saying that every platform is different and there are different reasons and different ways to connect with people on all of the different platforms.

Now. So it’s interesting you say like connecting with people, because I think a lot of people use social media just to like Chuck later stuff out, rather than connecting with. So I guess that’s another thing that we can talk about. And yeah, no, totally agree, like concentrating on those platforms. We had Andrew and Pete live on our business page yesterday, and they’ve got this, this 9010 rule where they’re like, 90% of your time should be doing one thing really well. So yeah, no, absolutely. And then that’s probably going to make things simpler as well. It’s a lot of people kind of think, Oh my god, there’s so many like, should I be on all of them?

And especially what I loved about Andrew and Peter, they gave

evidence of people that are making it and how they just did that. That one thing really well, so cool. Okay, so how do I then decide what’s what’s right for me? What platform should I be looking at? But really, I would start with a pen and paper I write down who it is that I’m actually trying to reach through social media. So if I’m trying to

Reach. And if I’m business to consumer, and I’m trying to reach people who are and we talked before we were recording, we talked about possibly being a mortgage advisor. And people come and G because they’re trying to move home and all that kind of thing. Those people are on Facebook. Okay. Now there are 2 billion people who access Facebook every single month. So when businesses say to me, my audience isn’t on Facebook, they are on Facebook, you just haven’t find a way to connect with them yet. Yeah, and if you are working b2b or you you’re trying to raise your profile in the professional world, or the corporate world, you should absolutely be looking at your LinkedIn profile and get active on LinkedIn. I think where I see a lot of mistakes, Alex is that people will create a Facebook page or Twitter or LinkedIn account, they might set it up really beautifully. And then they just post out stuff that doesn’t connect with anybody. Yeah. And then after a few weeks, or a couple of months to say, Well, that didn’t work that was really

Time and social media is rubbish. That’s no good for my business doesn’t work for my business. Yeah, I would work a lot with. And although I work online with entrepreneurs and I do local workshops and stuff for entrepreneurs, I also go into and corporates and SMEs and you always have somebody in the room that just says social media is just that nonsense that people are on their phones. It’s nothing to do with us. those businesses are really missing a trick in my opinion. Absolutely. Yeah, I couldn’t agree more with a couple of things like the mortgage customers are hundred percent on Facebook we’re generating leads every single day. So one of the biggest things that we do

and yeah, being on on LinkedIn as well. I’ve got I’ve been on there for ages. And you know that they’re kind of my my to, although we aren’t b2b. Essentially, we’ve got the Facebook group as well. Excellent. Okay. And so what about things like Instagram as well.

How do you kind of put that into your your picture?

So Instagram is growing rapidly, I’d say. And so one of the things that happened to me in 2018 advocate crowded Facebook and Instagram trainer through the UK is she means business program. Okay, there’s about a there’s 23 of us were invited along to London spend the day at Facebook and really to learn how to use Facebook and Instagram for it’s called, she means business because the idea is that they want to get out and three and 20,000 women entrepreneurs across the UK and I don’t know what the time frame for that was. Yeah. But the idea was that they bring us in train us on how to use the platforms to the best of our abilities. And then we would go back to wherever we lived and share that knowledge and training in our local area. So I’ve run a lot of she means business networking events across Northern Ireland,

the one of the things they said that day Instagram is growing 15 times faster. And then finally

That was at this stage of its business, right? So it is really, really growing. I think this year the social media platform to watch is Insta stories and I’m not sure if you guys are on there. Yeah I’ll give you an example of high end stories has really helped me in my business and when you are posting on Insta story so it’s a store it when you go to Instagram and stories as you click on the little camera icon at the top it opens up a different window and you can record yourself talking and like 15 second clips or upload posters or pictures or you can type text in there

they only hang around for 24 hours these these little videos or images whatever you do but if you then go and look at other peoples and the stories and send reply to their stories you’re actually going directly into their personal messaging box on Instagram and that is hi I have connected with people like so for you and me, Alex and

Any online business world really big names like john Lee Dumas and Kate Erickson of entrepreneurs on fire podcast. Yeah Natalie actors best chicks podcast and I have connected in real life with those people as a result of the connections that I’ve made through Instagram stories I think sometimes people forget about the social aspect of social media and you know your business grows one customer at a time at the end of the day and I’m not saying that if you if you need you know, 3000 people to buy your product every month you’re not going to set up 3000 individual conversations I understand that but when you connect with a person and they then talk to talk to other people about you you This is how we grow our networks online and really grew our business as a result but insists stories is a brilliant way to connect with people and I think it’s really going to grow this year. Yeah, no, absolutely. I couldn’t agree more.

Our best leads at the moment where like reading those, so it’s a different, slightly different approach. But similar is running Facebook ads into messenger to spark a conversation and we are using chat bots as well to automate that so we can scale it,

but yeah, I love the instance and damning three that’s how I got Andrew. mp on yesterday. So awesome. Okay, so how can we say that’s kind of us going into other people’s stories? What kind of things can you do to get your customer to then do that to you? So you’re putting out a story to try and get your customer to interact with you and start a chat yeah i think it’s it’s high I put all of my social media posts is and you see people will create really fabulous posts and was like the perfect image and a really interesting thing but they forget to ask you your opinion on it. You know, so and first

Because we have made this really quite easy for us because they have little things you can add us. If your Instagram story, you can ask a question and I don’t mean that you take out a question. There’s literally a little graphic that you pull onto your screen and it’s it’s set up that you can ask a question and people can reply to you and send you their message. That’s how you spark a conversation. Yeah, and you can have pools that people will respond to, and I think at the end of the day asking somebody what they think so if you are selling and so there’s been a better chat about Brexit going to, you know, the Brexit, what’s happening, who really knows minutes is going to really affect host prices. So if he posted an article on your Facebook page or your Instagram feed, or wherever, saying Have you seen this news piece and BBC News about his breath going to affect post places or not. What do you think with this put you are selling your host this year you expect the end of the day people are inherently selfish.

interest, it’s you. You’re asking them to give input into what you’re talking about that they can’t help themselves? Yeah. Oh, well, I haven’t opinion about that. I’d like to share that with you. And but if you just posted the news story and said, Rex, it’s going to affect most places people might like it at the most. But they’re not actually going to respond. Yeah, trying to pull something out of themselves, to get them to respond to what you’re doing. I love it. Absolutely love. And my, as you were talking, my mind was racing on different ideas of how we can use our chat bot to to do those as well as the stories as well. So

that’s incredible. Okay, so any other ways then? So I know we’re sort of flipping around between platforms and things like that. Well, I guess really, back then, we’ve sought kind of a space with the stories you need a bit of an audience first, and now you can sort of tag locations and hashtags and things like that. Is there an element then, of needing to build a bit of a knowledge

Audience first and then get that engagement or are you finding that you’re helping people do that straight away?

I think if you wait to build an audience before you make your your content interesting, it’s not really work for me. As

for me, I love it. Okay. So essentially, then it’s just kind of us sitting or expert expectations on what you’re going to get back bit smaller to begin with, and then say, Well, you know, there was a book written I can’t remember who wrote the book but you only 100 true fans.

Do you know the concept of that? Yeah, yeah, whose book it is, but essentially but you know, there’s this whole thing on Instagram but when you get 10,000 followers then you have the ability to to have this swipe up Yeah. ability which sends people directly to your website, because right now on Instagram, there’s only one link that you can have in your bio after your bio is where you say my name is.

broken, I help entrepreneurs with the online business, whatever, not a lot. And then there’s a link where you can get around that by using a website called the link tree and which I’m sure you can share with your audience. Yeah. And if once you have over 10,000 followers, you could I could put an Instagram story saying, you know, would you like to sign up for my online summit starts next week done Langa. You click below and you can swipe up it will take them straight to the signup page. So there’s this whole big rush to get to 10,000 followers and I have seen some people buying followers but I would much rather so at the minute on Instagram, I’m approaching the 1900 followers mark, but my audience are engaged, you know, if I go to 10,000 by buying followers or buying other kinds of merging them with mine, or all these other tips and tricks that people recommend, and you know, just people don’t actually care but what I do Yeah, exactly.

I would much rather posts on my Instagram account and get comments from the people and connect with those people and get around in connection with them than posts to crickets so there’s this very much I would rather have a smaller engaged audience than an enormous audience who never respond to anything I post a brilliant again loving this fantastic okay so then you’re then essentially your your strategy is the same whether you’ve got 10 people or 10,000 because that shouldn’t really matter and it should be about wedding is better off having 10 people that are going to interact than 10,000 that don’t so they shouldn’t be in this mindset of how do I get more followers then

when when we all we all obviously want more followers and more customers and more clients but you want that the suppose that’s that’s my different gripping so followers.

We would like customers and clients. So having the right followers on the engaged followers who become customers and clients is far more important to me. But somebody had said to me, you know a guy, I would run webinars. So my goal for 2019 is that to make myself do a webinar every month, you know, because it’s, it’s one of those things just kind of falls off your to do this. Yeah. And so if I have a webinar, so I do run a webinar Wednesday and say, 100 people have signed up to attend and maybe 30 people actually attended live Yeah, you might think, oh, that’s really rubbish widen, widen, the thousand people sign up. And then you’ve 300 could have attended live where as actually in real life. Alex, not on the internet if I booked a room Mbatha city center and said that I was doing a workshop for an hour on how to plan for 2019 and 30 people came along I will be jumping up and down

You know, so there’s this

kind of, if you take what your audience like, I have this 1800 and whatever, 70 people on Instagram who following me? I got that number of people in a room. Can you imagine?

Yeah. So, you know, it’s sometimes taking a step back from all of these big, flashy numbers all over the internet and thinking, Well, actually, in real life, that means they’re talking to me. It’s not amazing. Yeah, you can have that reach with people. That’s incredible perspective, isn’t it? Yeah, exactly. Fantastic. Whereas before,

it’s brilliant. It’s brilliant. OK, cool. So we talked earlier about sort of focusing a little bit on on Facebook Do you then when you get like a new client come to you have you got like a framework that you can kind of use for everyone or is there like specific that is everything custom again, if I’m wanting to do this myself there any kind of

steps that I can go through. Yes. So I mean definitely I talked about the four pillars of building your business online and for me it starts with so I’m the social media expert who tells you

that actually social medias only one of your four pillars

so you know you need to be creating content and I’m sure Andrew and he talked about this yet yesterday so one pillar is having a website with all your information and on it that you can keep your own content on that is the first pillar really important to I feel to have your website because if you somebody contacted me earlier this week and say Louise, do I really need to have a website can I not just build it on a Facebook page? I said no because Facebook then determine who sees what you’re posting on Facebook whereas if someone is looking for you you meet somebody new tell you give them your website address and they go to that website. Everything on there is is seen through the

lens of how you want people to see you. Yeah. So having a website is the first thing creating content is the second, whether that is doing video or blogging, or podcasting, whatever it is that you’re going to create content on that you consistently create it so you’re creating it once a week at least that’s what I would I tell my customers and clients to aim for is create something once a week and if they say but I haven’t got time to do that. But actually if you create say it’s going to be blogging, he created 700 word paste blog and then you can take snippets out of that to share across your social media accounts. You could maybe record yourself talking over it which could become an audio that you could our podcast you could then take their blog and make slay a slideshow on something like

zoom and five which is a free piece of software that makes a little video it takes all your best captions out of it and you can put it on YouTube.

By creating the content which it lives on your website you can then do so many things with that that they can use on the third pillar which is the social media and and you never run out of things to put in your social media so if you if you really amazing piece about mortgage advice for the for the newly married

I put it on your Facebook page where is it in three weeks time yeah yeah I mean it’s still there but nobody is going to go looking for it but if you wrote that article on your website and then create a social media posts for say for Facebook and Instagram and maybe you did a Pinterest pin on it that link back to it you’re continually getting people who are newly married whether it’s you know in January 2019 yeah you can reuse that and it really to reuse and September you can reuse it next year. You know she can use over and over so that’s the third pillar social media using social media to San people.

from social media to your website, which takes me down to the fourth thing that I tell people that they need, and we work on, which is building an email list. Okay, excellent. Um, so and then what? What kind of things are you doing to build your list? I mean, I’ve seen you’ve got some

can’t remember the details of it, but it was kind of how to use Facebook to help build your list. Is that kind of the things you’re doing? Like the PDFs or is there I guess you’ve got like events as well as any any advice for that?


anything you can get any way I can get an emerging

space with the email list as well. Again, you don’t want people that are not going to open it as well. So some advice on not just getting it but engaging with with those as well. Yes, absolutely. And I think actually, it’s quite interesting. So I would have people who come to local events and so if somebody and I have people who

are not local. so high I build my email list is and when I write a blog post, I usually try and have some kind of download that people can work through on their own that is attached to the bottom of the blog post. So if they want to get that PDF, they give me their email address and I send it out one of my most successful and list builders email list builders has been may have a 30 day social media challenge. And every single day people join my list through that. So it’s an automated sequence that I created. It’s 30 days long. Yeah, and every day people get short email just giving them an idea of something to post on it’s usually it’s really their Facebook page and that will get their audience to begin engaging with them. And I get I mean I’ve had I’ve been running at NIH for

I didn’t to 30 day

s lots with live groups going with them but night just right.

on its own and there’s no grip attached it and so I think I’ve been doing it since May 2017 yeah and I don’t promote it really in any particular way but I get to three people a day probably just finding and joining it whether that’s recommended to them or they find it maybe through pen chest yeah

that’s been a big list builder for me but the and then webinars as well that’s why I’m doing the webinars this year the focus of the webinars is to build my email list and but so what I meant to say was the people who signed up to do local workshops will get emails that are about my local events that people who’ve joined through social media challenge or through webinars will not get those unless they live locally and I use Convert Kit and Convert Kit will tag people for me that way. So and I did a workshop in Belfast it wasn’t a workshop was called healthy entrepreneurs evening about fasting and a couple of weeks ago.

I emailed out to people who lived within 25 miles Belfast like that. That’s not even across all of Northern Ireland, just within a certain geographical area, because it was a two hour event. Yeah. So don’t think people are going to travel 90 miles to our show. Pretty Can we talk? I know we didn’t talk about this earlier, I’m probably springing it on you, but it sounds like you’re doing a lot of events as well, something that I’ve never done.

Did you wait until you have back on a list already? Are we doing events from day one, and I’m also thinking like, the mortgage guys as well, a lot of them go into companies and they’ll do like, they’ll do a talk on the benefits of remortgaging and things like that as well. So where where did you start with with that those kind of actual real life events when my business first started and and so I think

start this business in 2013 and went full time with it two years later. So I stayed my job for the first two years did it part time. And I went along to my local council networking events, and I pitched myself speak. And so that’s where I got my first ever speaking events from. And I realized that that’s a brilliant way of growing your own visibility locally. Yeah. And and I would get invited. Nice. So on Tuesday coming I’m going to be speaking to the Royal Institute of Chartered Surveyors about how to use LinkedIn and for surveyors, and that has come about through so it’s fed at it because I can see the value in speaking at these events. And I have probably put more of a focus on it since really probably the middle of last year. So my virtual assistant actually got me this speaking event at the Chartered Surveyors.

Yeah, having someone who can pitch as you age for for things, but I did a mastermind last spring and I think you had let’s see, actually Yes, that’s right. Yeah. on your show last week. Yes. So let’s see. And I met through that mastermind, right. And this is why I love masterminds so much in my mastermind. There were a couple of women who were starting to do their own events, their own networking events are getting a lot of local visibility and a lot of business as a result. And so I thought, actually something I really like to do myself and going back to the she means business rule, Facebook and Instagram wanted me to host a meeting up in Belfast for them. And I thought, right, well, I’m King to do this. So I said, I’ll do a monthly one in Belfast and then last summer after to go through the mastermind process. I thought I would take it on the road. I i did i around nine or 10, I think across all of Northern Ireland.

And it was it was brilliant because it really raise my profile and but it also meant that I was talking to pixel, there’s two things there’s one thing is missing your profile as the expert in your field. The other thing is being face to face with your ideal customer and client and hearing the issues and concerns and questions that they have versus what you think they’re thinking about and which then flows into your content creation. Yeah, so if I’m hearing the same questions over and over again at these networking events, I know this is something I can help people with or something that people are looking for. And so there’s there’s two to be a huge benefits there and but that she means business networking events that I ran, I really enjoy I enjoyed them so much that I thought, well, actually, I like to run them under my own bat. Yeah, so I know I have another goal for this year is to run a one day workshop of my own every month

on shoes.

Our next Wednesday I’m doing my Facebook and Instagram work full day workshop which I ran last November,

November, I had eight or nine people bought tickets. Yeah, this coming week I’ve got 12 people have bought tickets. And I’ve had people asking me when’s the next one thing another one in March and then I’m running a one morning workshop on LinkedIn in February so the idea is to set these regularly up and let people know that they’re coming up as well so and and there you know

charging a good price for them as well. Yeah,

well it’s yes a really nice turning turning the networking events into because then you say well, I’ve got workshops coming up and again it’s that the local email list as well if I target fantastic Well, I feel like we’ve covered like so much ground I apologize pulling you one way to another some of it for selfish reasons, because I’m thinking I want to do some events and

Things like that. So. So I feels like there’s so much more that you’ve got to give. And we’ve, we’ve probably covered the tip of the iceberg. But great news for everyone in our group is that you’ve got the podcast, but you’ve also got this online kind of conference coming up where you got some amazing speakers. Can you tell us a little bit about the event first and the podcast as well? If you could? Yes. So and raising your visibility online? Is that that near my summit? I ran one last May was one of those things. Aleksandra, have you ever do this? I have seen them online. I thought I’d love to do that. Yeah, I’m gonna, I’m gonna do that. And you kind of say you’re going to do it. So then you’ve no choice but to do it. Yes. So this is you know, like I said, I’m going to do one day conference this year. Yeah.

So I reached out to people who So the focus is on it starts the 20th of January and runs for three days. It’s a very

are an online summit. So basically, when you sign up, you can just sit and watch these amazing world class speakers from your own home or your office or on your phone or wherever you want to watch them. And so each day I have so there’s 12 speakers, and I’ve decided I’m going to do your class each day as well. They’re pre recorded. So which takes a lot of stress at it for me, because I I participated online someone’s life and you’re going to go on and that’s a whole different kettle of fish. And you need a team around you for that, I think. Yeah, but I have all my speakers have sent me through their training. So it’s everybody has 30 minutes and they all know it’s about raising your visibility. That’s the topic of the summit. Yeah. And so each day there’s going to be four or five classes that are released. So you sign up and you you I will send you the link on the Monday morning and that day you will see that you have got speakers

123 and four and you watch them in your own time That day you have access to them for 24 hours so for somebody who says I haven’t got time to watch four or five classes and one day you pick the one that resonates with you the most and there’s a pop up Facebook group that’s going to go with that so okay which actually is a really nice add on because people then start to network with each other inside in the same way you do get a real life summit yeah so you never know what contact yummy done there and but this year I mean the speakers I’ve got this year I’m so delighted I was impressed

some heavy hitters in there

yeah so and kit Erickson is doing a class on how to get started with podcasting and and let’s see who was on your show and a piece of bite and your brand story and knowing who you are how impact on this day one about how she set up her own live event.

mean really what I do is I pick people who I connect with and who I want to learn from to yes it’s kind of a win win for me

I really fabric and it’s it’s it’s an international summit because I’ve got kit lesson Puerto Rico and how Fox of speaking your brand is in Florida I don’t know if you know her she’s got the speaking your brand podcast okay if you want to do your own speaking gigs you don’t need to look any further than essence Carol because she is her podcast is amazing so many valuable tips from her and so it’s Carl Cox Jessica Lorimer is doing and a whole class on sale

at Jessica was up the printer summit to try for those of us who know you’ve been there and on stage and he has forgot and how to Martin talented lady stuff is doing a piece all about understanding your value and your pricing and I have got other coaches who are talking about mindset.

coaches who are talking about and more lots more stuff about your branding and your visibility and you’re speaking gigs and lovely Australia ladies and Chadwick This is the piece about and how she runs her own events as well i’m sure I’ve forgotten you got the webinars is Martin is it doing some yes

digital yeah that’s right yeah mine is my solo man

another man and asked him what he did it but he

he turned me diagnose the first time I did was turn the summit Wow. Okay well we weren’t we weren’t nine drop you can tell me when we go when we

are offline. I’m going to ask

Alex you know we have met each other before that. I’d be asking you to come on to two kinds. you

given any value because it’s been all year which is amazing. Okay, brilliant. And then finally, you’ve got the podcaster start. So we can

Hey you on a weekly basis is that is it weekly? Sorry it is. Yes it comes out every Monday and and actually so Catherine Gladwell and and how impact podcast episodes uploaded to next week because they’re both in my summit that come out monday wednesday next week but yeah it’s called the social be podcast and I interview and I started interviewing women who were had left corporate start their own business and that really moved more towards i do i do quite a few sort of episodes I and I have had some on our coaching calls not many and but it’s about helping my audience get more out of understanding how to grow their business online. So whereas we still talk a lot of my guests are people who have left corporate Yeah, I started their own business and that’s a lot of people that I would work with as well and but that’s not the sole focus really of the podcast anymore. It’s more about the whole raise your visibility and online marketing space as well.

Brilliant. Fantastic. Excellent. Right? So we’re going to drop all the links in for everyone.

Thank you so much for your time.

Brilliant. Okay, cool. Thank you again. And then we’re going to go off line now. And then we will see you soon. I’m sure we’re going to be having you back on. I’m sure people are going to be asking us to delve into a bit more detail on some of those things. So thanks so much, Alex. I enjoyed it. So there we have it, I’m sure you will agree that that was just full of absolute loads of takeaways, value bombs, as I like to call them. So my apologies for veering her in so many different places. I think she’s definitely one of those guests that we want to get back on and talk in more detail feels like just the tip of the iceberg. All the links for everything we’ve discussed will be in the show notes and I will see you next week. And just a reminder, if you do want to see these interviews live, join our Facebook group lead generation for financial services, and you can also see talking ads in there as well. So I will see you next week. Please, please, please, if you do

You like this podcast? Just subscribe on iTunes. leave us a review if you can, and I will see you next time.