037 – Alex Curtis – Financial Services Marketing

037 - Alex Curtis - Financial Services Marketing
037 - Alex Curtis - Financial Services Marketing

The roles are reversed this week as the one and only Bob Gentle from the Gravity Digital Agency Power Up Podcast – https://bobgentle.com/podcast/ interviews your host Alex.

Alex tells Bob more about the clients ‘The Lead Engine’ works with his career history; including some of the failures, he’s had.

Find out why Alex set up the podcast and what he’s been trying to do to help the listeners grow their business.

Plus some weird and wonderful personal questions.

034 – Financial Services Content Strategy

034 - Financial Services Content Strategy
034 - Financial Services Content Strategy

Struggling with your financial services content strategy? Struggle no more more…

Content – it’s a very broad term and it’s a term that many struggle to define. Content covers many different mediums, but it always seems to get shoehorned into just one piece of content… The dreaded ‘blog’.

Obviously, we call it ‘the dreaded blog’ in jest, as blog posts and written content can do wonders for your organic SEO. However, we get the impression that many people aren’t aware that other forms of content actually exists… But guess what? They do exist and they should be forming your financial services content strategy if you want to start getting more enquiries.

The possibilities for different types of content are endless and really knows no bounds, which is the great thing about content. Videos, podcasts, articles, calculators, social posts, chatbots, as well as conversion tools are all different types of content, which you may not be aware of.

At this point you may be thinking “how can a video benefit my financial services content strategy?” but, you’d be surprised. By creating a simple video based on a topic of your area of specialism, you will be opening yourself up to a realm of other content opportunities to capitalise on. Not sure how? Let us explain…

So you want the best financial services content strategy…

They say that the first step is always the hardest, however you’ve already taken the first step as you’ve actively taken the initiative that you want to work on improving your content strategy, so the rest should be easy from here.

As you know, we practice what we preach and the video we created called ‘Financial Services Content Strategy’ is all part of our content strategy and you will learn why very soon and it will all make sense.

How this episode came about

To kick-start things, we want to let you in on how this episode came to fruition because it’s all tactical. First off, we looked at what people in financial services were searching for online through SEMrush (an SEO tool) and focussed our attention on financial services marketing and other related keywords.

034 - Financial Services Content Strategy
034 - Financial Services Content Strategy

The next step we took is to create a sitemap of keywords with their keyword difficulty and the volume of people searching for said-keyword each month. If you’re unfamiliar with keyword difficulty, 0 is easy and 100 is practically impossible to rank for.

To give you an idea of the kind of keyword difficulty you could expect to see in financial services, the keywords ‘remortgage’ and ‘first time buyer’ are in the high 80’s and the lowest keyword difficulty we’ve seen is in the mid 30’s – which is easier to rank for, but anything below 75 is achievable.

Why we do this

There is method behind the madness, we choose to plan our content strategy this way as there are loads of opportunities to rank higher on Google when it comes to SEO. We don’t like to brag but we are in the top spot for mortgage leads and financial services leads, so rest assured, we practice what we preach.

We also know that when you create one piece of content, you can repurpose it into different forms of content to maximise the reach. The ‘Financial Services Content Strategy’ video is a prime example of repurposing, as the video will be repurposed on the podcast which means that new people will be hearing it for the first time. It will then be created into an article (blog post) where it will sit on the page called ‘Financial Services Content Strategy’, where both the video and podcast can be embedded onto the page, accompanied with a transcript and show notes.

And if that wasn’t enough content for you, we can even pull out quotes and turn them into social posts with a link to the video, podcast, or mini video that can be used for ads or remarketing.

Are you making the most out of email sequences?

If you’re utilising an email sequence, lead magnets or gated content, you can use those enquiries and put them in an email sequence to receive a weekly email with a topic that is going to be beneficial to them.

The key here is to not make the email ‘too salesy’ as this could have an adverse effect on what you actually want to achieve. As tempting as it may be to try and sell, you need to establish credibility with your client first and you will naturally do this by not pushing a sale. We speak from experience, as we find the less we try and sell, the more enquiries we get.

If you’re stuck for ideas of topics you could use in your email sequence, we find that case studies work really well – real-life examples of how you’ve helped someone achieve what they want to achieve, as this all reinforces credibility.

You’ll also find that the more relevant the content is, whether that’s on your page or email, the better you’ll rank, the better you’ll perform and the more leads you’re going to get. If you focus on one topic within your content, you’ll be regarded as a specialist in your industry and you’ll start receiving backlinks which will help your SEO and send traffic from the links to increase your rankings.

Key things to take away

Some marketers may tell you that you need to create x amount of pieces of content a day in order to rank higher on Google, but this simply isn’t true. You do however, need to be tactical about what keywords you are going to target, because you can find a niche area of your specialism and essentially create a niche inside a niche based on keywords (a bit like keyword ‘Inception’) and you can claim that top spot on Google for said-keyword.

But really, all you need to do is target keywords that your ideal customer is going to find useful and relevant and create content based on that. Because let’s face it, if it’s not relevant, what really is the point? Google is constantly looking for the most relevant content for the keywords searched and your customer wants to find and an answer to their query. So the more helpful you make it and the less salesy it is, you’ll start to see better results.

You can do this through the various different forms of content, as you now know, the possibilities are endless and this can form the basis of your financial services content strategy.

We hope this article helps with your content strategy!

034 - Financial Services Content Strategy

020 – Chris Huskins – You Can Podcast Too

020 - Chris Huskins - You Can Podcast Too
020 - Chris Huskins - You Can Podcast Too

This week on the podcast I welcome Chris Huskins. He’s just released a new book and this book is The Definitive Guide to podcasting, ever. Probably.

Now if you remember back to Episode One, I interviewed, Pete Matthew. Now he has a podcast and he is a financial planner.

He’s oversubscribed, people are on a waiting list to work with him.

And a lot of this is because of the audience he’s built up from doing his podcast. So there’s no reason why you can’t create your own.

My podcast is in its infancy, but I’ve had loads of benefits from it.

I built up quite a big audience very quickly.

And I get to engage and speak to people about the podcast, it helps with marketing, our business as well.

It’s a bit like being an author being a podcast host so I highly recommend it for anyone.

They say that if you go the extra mile, it’s not crowded there, and I know a lot of financial services industries are very crowded. It’s hard to differentiate.

And it is all about building relationships and trust and you can talk one on one to a number of different people via podcast, and just let people know your expertise and experience, and they can get to know you before they start doing business with you.

So we talk about how with podcasting, there’s a lot less competition in the podcast market than there are with YouTube channels and blogs.

So Chris pulled out some stats there are 600k active podcasts, which sounds like a lot.

And there’s probably a lot less in your area of expertise.

If you compare that with how many blogs, there are 500 million, and just under 500 million YouTube channels as well.

The great thing about a podcast is people can multitask if you’re listening to this episode of the podcast, it’s likely you’ll be doing something else as well, whether it’s doing some admin whether you’re driving, whether you’re at the gym. Whereas if you’re doing video content people have to focus purely on that.

There’s more engagement with a podcast.
Chris has some stats here as well that people are listening to podcast for over 80% of the episode, whereas the engagement on video, especially on Facebook is much, much less.

Chris says, probably the most important chapter the most important bit of advice is knowing what the mission of your podcast is, what is your podcast trying to do, how are you trying to help people.

Another great piece of advice is that although you’re talking to a potentially big audience, if you imagine you’re just talking to one person. People never kind of sit down in a group to listen to a podcast, people listen to it on their own, so try to imagine your ideal customer; people call it an avatar. So if you think that the microphone is that person and talk to that one person, you’ll find it a lot easier to create your content and you’ll find people will enjoy it more.

So you can make a podcast with your smartphone.

It’s really easy to record, edit, produce and publish your podcast just using equipment, you’ve got already, so you don’t need to splash out, and your audience don’t need to pay to listen so it’s really accessible for you to create and for your audience to listen.

And Chris talks about how it’s really easy to distribute your podcast everywhere. If you get a really good podcast host that once you’ve published it on there they can distribute it to Spotify, iTunes everywhere. Because there’s more Android phones in there are Apple ones, believe it or not.

So just being on iTunes is not enough.

So hope you enjoy this episode. I’ve got links to Chris’s website and Chris’s book. I also talked about my event that’s coming up but Gary data also has an event coming up in May, as well.

Chris’ website: https://chrishuskins.com/
Chris’ book: https://www.amazon.co.uk/most-comprehensive-guide-podcasting-probably/dp/1798863219/

I mention my event on the 9th May 2019, here’s the details

I also talk about an event i’m speaking at for Gas Das – here’s the link

014 – Katie Hart – Gender Marketing

014 - Katie Hart - Gender Marketing
014 - Katie Hart - Gender Marketing

I sit down with Katie Hart a psychologist and marketer who specialises in gender marketing. We discuss the difference between male and female brains and how we can adapt our marketing to not put off one or the other.

I’m a huge psychology fan and absolutely love how we as marketers can appeal to more people using different imagery, text and fonts etc.

Katie’s website: https://www.rhetonic.co.uk/
Connect with Katie on Linkedin: https://www.linkedin.com/in/aboutkatiehart/

Hello and welcome back to the lead generation for financial services podcast. And this week, I’m sitting down with Katie Hart, who is a psychologist marketer, as she specializes in gender marketing, what it says on the tin. I’ll let her explain it a bit more in detail for you. So I don’t butcher it. But essentially we talk about Katie and I did some public speaking together about a year ago. And she had some really kind of interesting concepts on how men and women are different. But I suppose it’s not a case of men and women yourself. There are sort of male brains, female brains, male eyes, female, I say a woman could have a Mei Li and a man could have a female off. That kind of makes sense. But it’s really interesting how we can solve, adapt and make our ads differently so we can generate more leads especially if we’re using like Facebook ads or LinkedIn ads because we

can test females against now so probably enough of me rambling on Let’s dive straight into this conversation with Casey heart gender marketing expert and psychologist Hello and welcome back to the podcast I’ve got Katie heart with me who is a gender marketing expert

so I guess we need to cover off what is gender marketing and I guess some people are like before we met I had not even thought of it as a as lucky as a niche yeah but yeah so just a bit of background for everyone Katie and I spoke at two events one in Cambridge want to Pete Rose a year ago you must have been must have been almost a year ago which is crazy and your talk got a lot of laughs in the right place in theory

was brilliant

and yes, we’ll talk the oldest getting them to talk through that but also then how we can apply that for some people.

thing as well because there’s things like were discussing earlier Facebook LinkedIn ads all those other platforms you can separate your audience and you can target to man and you can target to women differently and we do that I think I sent you at the time I’m really excited about testing as and I haven’t done we’ve tested the same stuff to men and women got different results but I don’t think we’ve taken on board and and focus on right this is the average going to do for the females and this is the males is something we still need to do. But let’s talk through it and explain what what is gender marketing. Okay,

so gender marketing really has come from neuroscience. So it’s been born out of advances in technology, which now mean we can see what is going on in the brain when people are going about their everyday lives. So we can now measure responses in the brain. And from that we can determine whether people are interested in things whether they like things whether they’re cute.

about things, whether they’re afraid of things. And all of this has created a massive amount of data and research, which when you start to look through, it has come up with some quite clear differences between what we call the stereotypical male brain and the stereotypical female brain. I think it’s worth saying at the outset, we are not saying every male will have a male brain, you’re every female have a male or female brain. And it’s also worth saying that moment. I mean, there’s a lot of research to be done, but we believe it is almost a spectrum. So rather than there being sort of clear compartments and categories that people fall into, however, what the research has shown is that definitely we are not all the same. And I think this makes sense when you think back physiologically, you know, we are animals we have evolved to suit specific purposes. And it’s not surprising that actually, as part of that evolution, we have evolved to be different search engine marketing takes all of this knowledge out of neuroscience.

says okay, so if we understand that male brains and female brains respond differently to things, how should we be marketing? How should we be approaching this? How should we be slightly changing or tailoring the content that we have or the images that we use or the language that we use so that we can really make sure that male brains and female brains both connect with it.

And I think a lot of that has come out of the fact that when we’ve looked at the activity within the brain, we’ve realized that most of what we learned as marketeers actually is naturally skewed towards the male brain. Yeah, so when we talk about tactics and strategy and rules and campaigns, they’re all very well they’re all very military. They’re all very male brain, very competitive, very controlling, and female brains aren’t interested in that. So when you layer over the top of that, the fact that now females are massively influential in something like 81% of

purchasing decisions either they make the decisions on their own or they are the the key influencer and those aren’t white goods and you know that weekly grocery shop these are cause mortgages, houses holidays, you know quite high value items. So we’re still marketing to them in a way which would suit a male brain. We are leaving them badly served. And so this in that there’s a massive commercial opportunity. Yeah, absolutely. And I remember your talk as well. You had some really good bad examples

particularly is it Sheila’s Well, she has whales there’s a story as well the before I met you hit else was speaking with us I was chatting to someone and they said you were in the audience have an event and someone mentioned Sheila’s wheels as a good

You are right

and the really funny thing was half the room. Time to look at me as if to say how you’re going to respond.

Clearly has some kind of reputation of everything really angry

positive work should be

positive because

it’s so Barbie doll on the cover that in your in your talk that is not about pink and fluffy things. Yeah, I mean to me that is really lazy marketing. Yeah. And those are the kinds of examples of Jen’s marketing when it’s done really badly. And I don’t remember the Bic pens for her. You know they did big biros never suddenly in a pink packet. And you know the one pound 20 more than the guys is why can we not right with a blue pen I do understand yeah and yeah that’s that’s a really good point is that if it’s done well gentlemen, marketing it’s unlikely that you’ll even notice it’s being done yeah, so not necessarily being like feminine it’s kind of just understand so we’ll talk through how that the brain works so that’s a How did you get into it and and we use all

Focusing on this before like, the research was done with, like the literacy you talk about the brain patterns and things like that. No, I mean my my background is psychology and I felt like I had to quite disparate parts of my career. So one was psychology. I taught Psychology at regional college, absolutely loved it, junkie for it, passionate about it, fascinated by people. And then alongside that was almost the day job, which was marketing. And I used to organize exhibitions and do a lot of training in marketing field. And I don’t know why it took so long. But eventually the penny dropped though if psychology is defined as the science of mind and behavior,

it ought to be absolutely central to everything that we do in marketing. So I literally it was a an awakening of sort of aha moment I realized that and I googled it and got absolutely fascinated by the research reports and the few people who were traveling in it

and I just thought this is this is brilliant. This actually

brings together everything that I’ve been doing so far. I think I’m interested in passionate about it’s all it’s all happening, it’s all been coming to address.

So I set my business up 10 just over 10 years ago now to, to really sort of explore this. And at that stage didn’t really know where it was going to take me

the psychology research that I’ve done showed me there’s a huge amount coming out in the arena of brains and understanding brains and and that’s part of the excitement is that this isn’t information which is sort of old hat and getting out of date because there is constantly something new coming through and with all of that it’s a case of thing where’s where’s the opportunity? Yeah, but for me, one of the one of the biggest areas that I just thought has massive potential commercially it’s so many businesses out there needs are looking for the edge, I can engage more, how can they build more customer loyalty? How can they can get competitive advantage and it was just natural to to use this as part of their toolkit.

Yeah I almost almost fell into it but yeah it’s it’s just exploded really yeah I love psychology of it so many books on it fascinates me how our brain works and so many elements of the latest stuff on the

on the data that three kind of parts of our brain has been a while since I read it now so it’s kind of like the the master bundle the reptilian of right written and talked about it so much that was like okay tomorrow

we are recording early in the morning and then you have my second coffee.

Yes that the reptilian brain was fascinated with it for ages and then really kind of opened my eyes up to the way we write our ads and things like that too. I love it. Cool. So how do you start your talk and then like introduce this to your audience when you get enough on stage and kind of presenting the this idea because you kind of remember

The female brain lesion about the computer with all the knobs and switches the dials on it, and then there’s the

missing a bit before them. But that’s one that I remember. Yes. Well, I think the way I start usually is by just saying to people, or trying to get into people’s minds, the fact that actually at some level, we know this already. So I usually start by saying, you know, hands up if you live or work or have ever lived or worked with somebody of the opposite sex. And I think it’s quite clear to say that everybody puts their hand up at that point. And then yes, you’re right, I put that slide up, which says female, so that the females are known as being very intricate, very complicated, don’t really understand what’s going on. Yeah, whereas the males, as you said, there’s just an officer interesting so that that gets the first little bit of humor across but at the same time, this is really trying to get the message that actually lots of us know this and you know, if your parents or if you had siblings who

of the opposite sex. Or if you, you know, live, you live or work with people who are, you know, that actually we don’t all get frustrated by the same things excited by the same things we don’t we don’t want approach life in the same way and so it’s really trying to take what is known and understood outside of the work environment and applying and starting to bring it into the work environment because I do appreciate this is this is controversial you know we’ve had years of being able to you know not not treat women differently cos you could be you know sex discrimination you can’t do anything different just because he’s a guy yeah but actually physiologically we are different. And so I try to sort of build build people’s confidence and SEO and take the knowledge and experience they’ve already got that from their home life and say, okay, you know this stuff this isn’t rocket science at my different actually what we’re going to do is give you some of the science behind that and unpack how we’re different and why we’re different. Yeah and then hope you to see where the potential is for terrorists exploiting those differences.


and then I made jumping ahead again I remember the story about the teal scarf yes and and then obviously when you’re talking about the physiological differences like how are either the way we look at color all our brain thinks about color that I remember

my part it’s asking me to get the peach coat for our daughter and she’s got three think coats

one of those changes

all they do it that’s one thing that I don’t like the color pink. Oh. Which looks like a cheap paper though. You’re saying we got a lot of adultery and Aster. Sorry

um. But yeah. So is that no way our eyes are working or is it the way our brain is working and you How do you explain that in terms of and you’ve got your anecdote that similar to the the estimated

Story yes it’s so it’s a bit of both we’ve discovered that actually male eyes and female eyes or stereotypical stereotypical male or female eyes are actually structured slightly differently. So again, this goes back to to us as sort of animals in our evolution. So the mail on the surface of the back of your eye, the services actually made up of millions of tiny tiny things called rods and cones and they each detects different colors and they detect movement differently and all they’ve got slight nuances and what they pick up and then conveyed electronically into the brain what we’ve learned is that the stereotypical male I has a concentration of those right in the center of their vision so they have a very strong vision with a focal points and we believe this is this goes back to the sort of days of cave men and women are not instead of hunting with the males would have had to have spotted a

Animal moving on the horizon. So again, the Malay is great at detecting movement.

But when you focus in on that you’re actually shutting out and lots of what’s going on around you. So your peripheral vision is is weaker. Yeah, conversely, the female is almost the flip side. So the female I has a broader concentration of rods and cones, particularly more around the periphery of their vision. So right from that moment, the males and females see in inverted commas differently or see things differently. So one of the anecdotes I quite often use are again, examples from home lives that most of us have had. Yeah, of where a male is saying, I can’t find my black trousers or you know you’re in front of the fridge saying where’s the butter type thing and it’s there but the mail it doesn’t see it because unless they’re looking right at it, their peripheral vision is weaker so they they don’t see it as easily whereas the female roles are eyes and can see it quite straightforward, Lee and you know what’s what’s wrong with your toe.

So that’s that’s the sort of visual field as it were and how it differs but within that you’re right the sensitivity to colors is quite different. So if you think of color as a spectrum the female i is able to detect different shades or different colors along that spectrum a lot easier than the male is so the female I will detect if something is peach as opposed to pink or if it’s you know skin color as opposed to paint for instance slight nuances of difference that the mail I just look something that was perfect same shortly

but for the female I it’s not an IT and it matters that it’s not so in terms of your marketing and your branding. You know, if you’ve got a Pantone reference or a color that is your corporate color if you’re suddenly on an exhibition Stan giving something away, which is still purple, but it’s not the same shade of purple, the female I will notice that

register that and it starts to detract a bit from your reputation from your credibility because it’s not right. Sorry. But that’s what Chris so it’s, it’s partly about the colors and when we can detect it to color is actually different. It’s also about the language. We give those colors. So the females, you know, because we spot so many different colors, we have to have different language to determine what is to the example that I used. And what is Aquamarine and you’re all these different shapes that we have. Whereas to a male either male brain, it’s just we agree greedy both. Perhaps you know, it’s why overcomplicate it you don’t need 17 different shades. You’ve got your you’ve got the middle, you’ll have blue, green, yeah, so, it’s Yeah, it’s partly about the language that we use to describe it as well. Absolutely. And also remember going back to I think we use will cover if you’re talking about your own children or children in general, in terms of the pictures that they create, and the boys were

Like cars, and yes, item vehicle. Yeah. And then the girls are creating sort of like family people.

And then just again, I assume that’s again to do with the brain. Is that in the way they look at things? Or have I jumped ahead as well? No, it’s what it’s one of the things that we always argue about in psychology. is these differences that we’re seeing in the brain? Is it nature? Is it nurture? So is it the way we are born? Is it the way we’ve evolved? Is it a physiological structural difference? Or is it actually the way we’ve been brought up? And so quite often, we do research on people as young as we can, because obviously, life is complicated. And if you’re doing research on a 35 year old, there are so many factors which have influenced their life to the point they’re at. So what psychologists tries to research really early some of the earlier stuff that has been done has been on 12 minutes on babies, which I think is probably raising a few moral questions.

Yeah, but we can tell from that that actually 12 minutes old, there are differences. So we don’t know what the differences are about. But all we can say categorically is that the females at that stage fixate more on a face on the image of a face. Whereas male babies at that stage fixate more on objects and particularly moving objects. So right from that stage, we seem to have a natural curiosity or natural preference for one or the other. So, yes, what I was talking about in the presentation I gave is that if you give five or six year old children, a sheet of blank paper and box of pens and say, draw me a picture, what you usually find is the girls will draw people flowers, butterflies, Rainbows, you know, they’re pretty much always a living thing, one form or another enough they usually use many more colors so they have a broader palette.

All quite bright. You know, there’s a few picture your average rainbow or the sun in the background and a nice color flower. They’re always quite strong, bright colors.

What we also realize is that usually the girls draw things with a, an inch of blue across the top, but an inch of green across the bottom. Yeah. Which

tells us straight away that the when the girls are drawing the picture, we are on the same level that they are. So we are looking at it. Yeah, from the same viewpoint. Contrast that with what the boys in the mail brains often draw is they will usually draw objects very often vehicles of some sort. So moving objects if they were given their own opportunity. So trains, cars, planes, you know, rockets, all that sort of stuff,

hardly likely to have any living thing in sight. If they are there’s usually an accidental driver will pilot

or maybe

they usually use less colors in their in their power.

And they are usually much stronger, quite dark, you know, navies, bottom, greens, all those sorts of shapes.

And what’s also interesting is that very often they don’t draw them from being on the same level, they draw them in more of a plan view, looking, looking down on things for you. Yeah, and this is before, you know, drones and things really get get into the mindset. So it’s interesting that when we then start to think, Okay, what does that mean for for marketing and for how we brand ourselves and how we put communications out if we think about your typical

automotive car adverse, I mean, like that, you know, if you’ve got a BMW and they usually really strong dark colors. Yeah, taken from a slightly elevated view. So you’re looking down on the car, usually there’s an A wonderful sort of flash of light across the windscreen, so you don’t actually get to see the driver already body in there. That’s good. confuse the image of brilliant from our brains. Yeah, perfect. Female brains are literally left cold when you look at what’s going on inside as

There’s nothing they can’t connect with anything that they’re not yeah doesn’t feel relevant or appealing to them I remember also the other effort was like I said the the the bottom was opening up and it was like a crocodile yeah well that’s your own against your brain

just ahead of the game yeah absolutely because you know I say to people as I talk through these efforts and say it’s okay I found something with a reference to a living being

yeah as you say the bonuses up and in the shadow that that costs it’s it creates crocodile teeth in the background so yeah again really appealing and again for the same

color what color it was thinking I remember thinking that the interview on and and honestly I remember thinking that and then I suppose this is one thing I was thinking that some cars or maybe that car they were thinking we want maybe men to drive this BMW. So then you could argue that that

is good but also I suppose yeah so I guess we want to get onto and you’ve also got one sort of brand Who are they have offices just down the road they’ll compare the Meerkat users you or would you say gender neutral all that kind of fit in the middle? Yes I mean they’ve they’ve bucks the trend in a way because financial services do have a bad reputation for all this stuff you know that by nature of what they’re selling the devils in the detail and so they need lots of detail and and very often the way that they communicate their USP is by drilling down into that and conveying themselves as you know, being different from the rest. However, what compared to the meerkats did is gave it a personality gave us a character and gave it an endearing character that we all sort of felt towards and just when you thought you’re getting bored of that they then produce the baby version. female brain just lights up

Yeah, what it’s done, but it’s it’s not related to the service that they offer the products that they offer any way. But it’s just been an extremely powerful association which has been created. And, you know, almost, we’re almost back to the children. Again, the sort of pester power of the children wanting parents to say, was insured through a particular provider so that they can get the next toy or whatever it is. So yeah, it’s a brilliant example of actually how you can take something which isn’t naturally of interest to the female brain, but sell it through route which really sparks them so incredible they’ve done because you always think of this is a gimmick that’s going to end and that’s how many years it’s been. Yeah, over 10 must be Yes, I was. I think the idea came from we’re on the same road. Yes,

it was thought of but the interesting thing is that if you’ve noticed, but laterally they’ve almost pared back of it from it. So they did the, you know, the very female the sort of

Titanic one that they did. And then they did when they launched going out for meals. And whereas the latest one they’re doing they’re gone they’re doing a sort of parody of the apple launches on the

gay and it’s it’s searching energy providers and things like that which is bringing it back into a sort of more mail so that I don’t know if they’ve realized that they’ve gone quite a long way down the female preference and then anger or whether they thought with that energy provider? Is it the male brains that are the ones that look at the energy thing are they you didn’t use I don’t know the data on that.

So what I think would be really interesting if we could is because when we’re advertising on things like Facebook and LinkedIn, we’ve got an Instagram especially we’ve got a large area that we can use images and all of those providers or LinkedIn not so much what Facebook does not want you to put more than 20% text on that image is really important and it can make people stop there. You have to stop and be great size when we’re done.

In next week or so, is that if we could pick out the get go and shutter stock and if we say if we take mortgages for example we gave a families or homes and then we could get maybe three or four male brain images and press for female right images because obviously on the podcast is we can explain it as much as we can with words if you’re can see that would be great yeah do that would be fantastic so I think all the mortgage websites that I see are very male Ryan they feel very I remember seeing lots of images of houses not so much people elevate the dog strong yeah

I was thinking a year ago remember that a lot you have a very impressive

as the leading

so how then it’s over

Think then let’s think let’s take this table just for example, what could we do that we’ve got those kind of those hands I say to a lot of them

people buy from people are getting yourself there as well, what we found from some ads as well, images of people and families to really well advised if we had a break or just walk in and sit down here now and say that I’m getting some ads together tomorrow, what kind of images which you kind of, or what advice would you give them if they’re going to go on to Shutterstock? And

I would say, Yes, I think like a lot of sectors, the male brain is pretty well served already. What we don’t want to do is introduce images that actually switch them out right now for a you know, no brain or no longer make them feel comfortable with organizations that the moment they are perfectly happy with you. So we need to get that balance, right. So I think most of what we’re trying to do is incorporate images which are more relevant and maybe

Almost a female right now, female brain is very

astute with the detail. So again, it follows the line of what we said about colors and shapes, the female brain picks up on a lot more, and the females tend to be much more empathetic. So if you start adding these things together, one of the biggest issues that we have when we’re looking at creating images and female brain is actually very easy to female brain switches off. So if you think about your ideal family image that you might want, if the female picks up on things in that image, which don’t seem genuine, authentic, she will switch off so if it’s too obviously shutter stock and staged. So I’m thinking about you know, quite often you get these crafted ones which business service providers us where you’ve got four people discussing a presentation on a laptop, I know one of them’s Asian,

you can take all of those off I don’t think actually that

Not convinced about anything. So I think if we are going to be including images which have families, they need to be ones which really do look genuine. If you’re going to have images of people, you know, over 65 with a grandchild on their shoulders because you know, they’ve got their pension sorted, it needs to look at an incredible Yeah. So actually, you can end up doing more damage if you go for cheap photography, which and doesn’t have that. Yeah. And is to obviously using actors in a in a very staged pose. Yeah, and it’s, it’s clear and obvious. And I can see I’ve got an image in my head of a really good family one where it’s, they’re actually just like, messing around on the think. And then they’ve got, you know, candid shots, and then I’m thinking of what I worked in doing related stuff in the retirement planning and things like that where there’s some real staged Yeah, grand

and they will use

the same one so we want to use them as

And then

what I’ll do better. So if I’ve only got access to those stage was, I can’t find the right one of my speech, you not be better off not not using imagery I think it’s almost it sounds negative, but it’s almost damage limitation. So if you don’t have any images at all, which the female brain connects with, you’re not going to you’re not getting going to register. So someone’s clicking through their Facebook and feeds, they won’t stop at all. If there’s something which registers a bit even if even if, you know, split second later, they’re thinking, Oh, you know, actually, they’ve stopped, you’re stopped there, you’ve got their attention to your split second. So it’s better to have those kinds of images there. Some of the things that we’re learning moment is actually about how to construct those images. So

direct eye contact is really strong. Yeah. So if you’re flicking through your feet in the somebody’s looking back at you, that stops you that gets your attention quite quickly. Okay.

If you’ve got lots of people who are working together our family all sitting around a table and none of them are looking at you or none of them as returned your way that’s actually again a negative that’s quite quite rude and distant and it’s quite easy to dismiss it so sometimes it’s literally just taking those images and you can quite often get a sequence of them can’t use of this one you like roadshows is. Doc, if you go to do that particular provider is you can sometimes get difference may cups of the same sort of scenario. So it’s choosing those which are going to have the best outcome for you and what’s great with Facebook ads and LinkedIn and so you can you can see your like, click through rate and things like that on each one. And we say to a lot of people, you don’t you can have the text you can have we what we do is our attempt variation. We try it with three or four different images and you can quickly see which one’s told me Well, we do like an answer meeting every every week and we literally pull them up, we pause the ones that aren’t working well. So you hear all that data so

I suppose you don’t have to get it right. straightaway. You could be like, Oh, this this one though. The future at me this one either leave Katie. So I’ll try that one when they’re not looking to try that. And then I think Let me see within a few days well i think it was right you know this one what the person is looking straight happy it’s maybe it’s one person it’s not family is not really that relevant to what I’m doing but actually it stopped we’ve got a clip for us we’ve got more leads from it yeah

so it’s kind of rather than looking at chef something and what do I like it’s actually let’s try some stuff. Yeah, take some take some advice and that split tests. Yeah, yeah, absolutely. There was a brilliant I speak to a guy who was working at LinkedIn on some of their internal services, they provide it and he did a split test and they use the image of a guy probably mid 30s sitting on a step so he looked like he was in a in an open area somebody sitting on

laptop on his lap and they they shooting the photography themselves. So they had him working on the laptop and the first time they put the campaign out that was the image that they used and it got reasonable and some traction it was okay the second time they did it they use a different shot which was having exactly the same pose but just looking not directly at the camera but at about 30 degrees so as you were looking at him he was looking slightly over your left shoulder over 400% increase in response rate from that just I mean they were the guy was saying how you know, we turned somebody’s head

and yeah, absolutely through the roof in terms of the sales that they got off the back of it in these particular books that they were pushing so amazing. I do I still get amazed despite doing it every day looking at some different ads and different things. amazed at the things that make a difference. Yes,

I would. Not even talking about like text and wording and things like that. There’s so many different factors that can if you

Keep whittling down. I think. That’s why people say. I get annoyed when people say will always be testing. But it kind of what you always want. You can always make things better and better and better. And a lot of people run like a campaign and it doesn’t get the lead straightaway. And I think our Facebook doesn’t work. Yeah.

So many different things that you can just make it better. Better. better. Better. Yeah.

different variations over time. Do you do much stuff? We like the wording is it more like the visual stuff? No wording is critical to make them as you say, division will have the the instant impact. And when we look at what goes on in the brain vision is one of the biggest things that we pick up on without

often being consciously aware of what it is that we’ve picked up on. So those can be a shortcut to your reptilian brain. Yeah, so they bypass a lot of the rational thought whereas language is in the cortex around the outside so yeah, it does take longer to process

but languages bicycle Yeah. So

one of the one of the things that again, I use an

presentation is that the stereotypical male brain has a preference for going into thinking mode. So if you put it in a, you challenge it together as a slightly stressful situation, it will go into thinking mode, whereas the female brain will go into feelings and emotions. So sometimes just being mindful of that, and the difference in responses from if you say to a female brain,

do you think life will be better? If you know do you how do you think about your future female brain won’t respond very well to that because it’s it’s slightly prickly and uncomfortable and actually if I’m what do I think of something while there’s there’s a pressure there whereas if you asked the female brain How do you feel about your future or it straightaway that’s more comfortable and they you know, their stress levels will reduce and now be much more receptive and much more open minded but you asked the male brain how I feel about my future and you like

All of it

lately literally yeah so the male brain so if you want to appeal to the male brain if you use language like you know sort of thought based problem solving things language that works better

they like chunks of information and quite simple chunks and I don’t have to work hard to find it so bullet points and things like that work a lot better for the male brain whereas the female brains like case studies and like to be taken on a journey they liked the story a lot more so again if you’re putting you know a landing page on your website or something have both you don’t have if you’re male this click on this link to this page if you’re female you know have one landing page but make it obvious that the bullet points which the male brain would like but actually you know, here’s a running down the page beside that

someone’s story or a case study. Yeah, no, absolutely at all like a video or

things like that. Yeah. So is it I’m afraid it is running through everything and it is the language and the things that we pick up on and it may I was talking to somebody

In London on

today’s Tuesday, I think it was, and his business is very male brained. And he was saying, I’ve just realized this, you know, we’ve got to do something here to change it. But they were doing, they’ve got a lot of infographics about particular work within that sector. And it’s all very statistical analysis, that’s, that’s fine. Or you just need to incorporate some of those just can’t speak statistics into phrases like, how would you feel if you knew that 69% of you know, our employees or so you’re bringing in language which the female brain likes, and we’ve also got the stats, which the male brain is so you don’t alienate either of them. But there’s something there that both of them can feel comfortable and connect with. So it’s just as you say, it’s testing but it’s sort of playing with the language and how you actually present some of this brilliant Is there anything else that we haven’t covered in terms of where advertising marketing concepts that could help people they’re doing the same

So we got a mix of like, marketers have like big financial services companies. We’ve got self employed brokers after do everything themselves,

but I think maybe, yeah, there’s, there’s lots. I mean, you know, this, I could talk about this all day, but

I mean, yes, yeah. So you can look at things like font because some of those will have a natural preference one way or the other. But I think in terms of what’s likely to be meaningful, what are the other key differences is that the male brain likes to

analyze, it likes to pull things apart, it likes to say, don’t have any literary again, if you always go back to the playground, you think about children, you know, you give a boy and you know, it’s always tested to destruction. We call it a plan, how does it work? How can I was done this. And so we said in our brains like to analyze whereas the female brains like to synthesize and so young girls tend to be more crafty and they want to create things and make things so this gives us a natural opportunity in terms of

businesses as well because the female brains will naturally want to pull things together bring things together refer share like they are much more programmed to do that so they will be more collaborative they will sort of form communities if you’ve got you know Facebook groups or forums or anything like that you’ll find the female brain loves that and likes to feel part of something doesn’t appeal so much the male brain they like to sort of standard alone a bit more and you know their activity within a group will be quite different so that’s another interesting way that office got we’ve got a Facebook group for financial services for lead generation Facebook group and we did worry for a little bit recently that there wasn’t that interaction but then when we would speak to people that never liked everything never commented have a shared anything, especially on the fact that I love your videos. I watched him like everyone’s like

feel like it’s

a brick wall.

Some time and we’ve got lots more engagement from that but the majority of people in that group are the mix is actually have a look

yeah it’s really interesting to think about as well because a lot of sort of Modern Marketing is creating community yet to build and talk which is an actual opportunity for the female brain so if you give them that opportunity in that environment they will they will love it and they also to flourish in it and become almost evangelical yeah they do like to encourage other people and to share and you can see it I’m thinking about the group so maybe now i can i can get that is one of the conference coming up and it is certainly the good guys are all doing that as well. But it does feel very strong female rallying behind the speakers that were aged efforts Yeah, awesome. Okay. So let’s talk about you’ve got low resources on your website blocking that so where can we go to not be France they want because I want

Yeah, well, there’s obviously lots of lots of information on the website. So my business is called Britannic, yeah. So returning.co.uk or LinkedIn, Twitter, on kt art. I think, Tim, Masonic on Twitter. So follow me for all those sorts of things. There’s always, you know, always critiquing was I see, sorry,


that was what, you know, I go after the, there’s lots of examples of big brands and things like that. So, you know, when

you look at their website

know, I tend to say, I mean, there’s been some relevant examples that I’ve been blogging about.

Tim Yeah, actually turning things on their head and instead of so logos and branding. So you know, asking getting a picture of a logo and saying, what company is this actually turning it around and saying, Well, can you remember you know, if I give you a blank sheet of paper ask you to draw a logo

What can you remember? Did you do the Starbucks different? yes yeah it’s a different record within the brain and it’s it’s very interesting to see how other organizers are the people view your brand and your organization you might have five recognition in terms of your brand but actually when people are asked to free record lives yeah

so yes tends to be things like that, that I really enjoy. Retired was spelling it, I’m not interest. But if it isn’t he isn’t he to and for November. Yes, the blue and Katie heart on LinkedIn. Yes. Okay at it. Yes. Ha, RT, brilliant. Fantastic. All right. Thank you so much. You’re welcome. We’ve got loads and I’m sure there’s people are going to want to come and check out and find a bit more from you. Well, I’m always there for answering questions. So please do brilliant. Fantastic. Thanks very much. Thanks, Alex. And then we have some really interesting topics that we covered from cases certainly made me think a bit more about when we’re putting campaigns

We think about imagery when we’re looking at websites, especially in we talked obviously a lot on that sort of mortgage front of people use those kind of images that are focused on appealing to the male brain and the mail I when actually, if we think about it, I mean, you guys will know, as advisors who makes those decisions, is it more on the kind of the female side obviously, is a joint decision, but also who as well is kind of first looking who’s going to be looking online, these sort of things as well. loads of things we can test I’m going to be doing some testing if I get any interesting sort of data feedback. I normally share everything in our Facebook group. So join our Facebook group look on Facebook, obviously for lead generation for financial services, you can join us in there just please don’t do anything spammy. And you’re welcome to sort of joining the conversations that we have in there. We have live videos twice a week from experts, some of them from the podcast others that we bring in as well and we’ve started doing talking out has become now sort of a how to episodes as

practical things in there as well. And if you’ve enjoyed the podcast please subscribe and drop us a review. Really appreciate it and I’ll see you next time.

013 – Gary Das – Mortgage Broker Leads

013 - Gary Das - Mortgage Broker Leads
013 - Gary Das - Mortgage Broker Leads

The second of a two-part episode with Mortgage Broker Gary Das from Active Mortgages.

We continue chatting through Gary’s 7 steps to generating your own leads.

Active Mortgages Website: https://active.mortgage/
Gary’s Website: https://www.garydas.com/
Gary’s Facebook Group: https://www.facebook.com/groups/2118569478422294/

011 – Pete Everitt – SEO For Financial Services Part 2

011 - Pete Everitt - SEO For Financial Services Part 2
011 - Pete Everitt - SEO For Financial Services Part 2

SEO Guru Pete Everitt joined me for a super long chat about SEO, so long we had to split it into 2 episodes.

Pete is great at making this complicated subject more easy to digest. We talk through each module of his brand new SEO course and discuss everything you need to know if you want your website to rank on Google.


010 – Pete Everitt – SEO For Financial Services Part 1

010 - Pete Everitt - SEO For Financial Services Part 1
010 - Pete Everitt - SEO For Financial Services Part 1

SEO Guru Pete Everitt joined me for a super long chat about SEO, so long we had to split it into 2 episodes.

Pete is great at making this complicated subject more easy to digest. We talk through each module of his brand new SEO course and discuss everything you need to know if you want your website to rank on Google.


Hello, and thank you very much for joining me on the lead generation for financial services, a podcast. And this week we’re talking SEO. And we’ve got Pete Everitt, who has timely just released a new SEO course. So he teaches marketing consultants how to do this. But what Pete is great at is kind of explaining things, getting rid of the jargon and kind of making things really kind of easy to understand. So that’s why I got piece on we basically break down his core. So there’s five modules to his SEO course. And I thought it’d be good for us to break down and talk about each one now we ended up chatting for an hour and 20 minutes. So I’ve broken this down into two episodes, because that’s a long time you know, you can watch a film in that, you know, so it’s all really great stuff. I think you really do need to kind of

Even if you just get to grips and kind of understand the concepts here, be great. Even if you’re hiring in someone to do SEO for you, it should be easy to digest in the two episodes. And we’re going to start right away with part one where we talk pretty much about half of this course. And then we’ll wrap it up. And then there’ll be another episode that you can listen to for the for the second half, page. Pete Everitt, how are you? I’m very well thank you. I like to say it’s good to good to talk to you again. Always a pleasure. Never chill.

It says through gritted teeth.

Fantastic. So this is quite time isn’t it? Because we’re gonna be talking about SEO and you are basically launching or have large mid launch, pre launch launching one of pick your favorite your SEO course. And you’ve got like your Academy kind of setup now which is basically we’re gonna be talking through what you’re going to be teaching people but we want to obviously give people enough that they can take away and help rank their own sites, essentially. Yeah.

So I do two things, one of which is I run a digital agency. But the The second thing is I run the marketing development podcast and I’ve been doing that for about

just over a year there or there abouts and what’s come out of that is we’ve grown a group or Facebook group and what’s come out of that is a sort of a need in inverted commas for different types of marketing training. So what we’re doing is we’re launching the marketing development Academy which you can find on market marketing development dot Academy, funnily enough and at the moment where we’ve launched our presale of our first course so that’s that’s where we that’s where we’re up to and that is looking at different forms of white hat SEO fantastic and it’s great that people have been asking for it Robin you thinking all people might want to know this? You’ve actually created a community of people and they’re saying to you, we want to learn this and you’ve just

delivered something and that’s what we’re going to talk about today right we’re going to get a bit of a tease yeah basically basically yeah and you know just just before we move on to that I mean when if when you when you start on this journey I don’t quite know where you are at with it Alex at the moment with with your podcast and your group and stuff. But you know, when you start this this sort of thing and you people start saying oh you just talk to your audience and you’ve got like four people in a Facebook group and you say yeah but that that’s fine but I’m not really got an audience to talk to and sort of where does it begin Anthony as just the consistency the showing up at the beginning there’s a lot of it where you’re, you’re sort of having to do it for yourself if you know what I mean you’re you’re if you have that target audience profile in mind, and and you you simply talk to that profile, regardless of whether they talk back to you slowly but surely, people start picking it starts picking up traction, people start interacting back with you and then you know what you

Literally asked to your audience, hey, I’m thinking of running some courses, what would you like them to be about? What? What is the biggest thing I could help you with right now? And then all of a sudden, it becomes so much easier. I know. Absolutely. And then it doesn’t have to be people like us that do marketing that have those kind of groups. There’s all sorts of groups. And like, there could be so many financial service products or services where people want to learn the knowledge that you have, it doesn’t have to be about SEO, it could be about, you know, getting the best of it could be like, why I haven’t seen any accountants do anything like that, that kind of because if you’re giving that value, and you’re hearing from them every day, that when you get that need for an accountant, you’re going to want to use that person that you already know don’t say absolutely. Absolutely works on so many levels. Fantastic. Alright, cool. So how long have you been doing SEO stuff for and kind of what kind of watch like bullshit

biggest winner meet you must proudest moment in kind of SEO performance.

Oh, that’s a good one. So I, I started as a web developer in an agency and nearly 15 years ago, 14 and a bit years ago, and I’ve had a number of a number of agency jobs since then. And I’ve,

I’ve also run a freelance business for three or four years, I worked as a solo Freelancer and the I started really focusing on SEO and about six or seven years ago, when I left the freelance thing. I was headhunted for a job and became the director of digital marketing for an e commerce agency. So we run digital marketing retainers for purely for e commerce clients. And part of what we did there was the SEO the SEO side of things and being the head of department I sort of had to scale up quite quickly and in terms of the biggest win that I’ve had as

We’ve worked we’ve worked with people in lots of different sectors and and one of the things we always talk about with clients is what does your level of success mean to you you know what is it you’re trying to achieve for some people that’s purely profit or purely turnover in which case you know we could we could look at clients where we’ve taken them from five to six to seven figure turnover businesses if you wanted to and for other clients however you know we’re working we’re working with a lady at the moment who she operates and she operates a tour company private tours so around castles and and stately homes and that kind of thing and people from across the world can can contact her and say look I really want to know about the sites have Poldark and she will piece piece together a a tour based around them and go into the the accuracies of it and this that knew that but she’s not looking for global domination. What she’s looking forward

is to make sure she has $40 a month. And that that means she can have the lifestyle that she she likes and and and that kind of thing. So we’re working with her to achieve that goal. So in terms of what’s the biggest SEO thing as to say financially, we’ve taken people through the tears of

levels of turnover with ranked people on page one for competitive keywords, we’ve sold gold we’ve sold watches and I almost started selling yachts. But the guy decided that he didn’t want he didn’t want to go that way. Just right now. And so yeah, I don’t know if that answers your question. No, no, yeah, no know I think it’s great that you’re talking about we’re not we haven’t got an SEO person that just talks about ranking. And that’s like, oh, brilliant. You’re actually talking about the effect on the reason for doing it. So when you talk about making people money, because essentially that is why you want to rank not just for your ego, or just to say, Oh, look at me. I’m on position one. It’s about

Making money and I think I’m pretty sure our audience can be quite pleased that you’ve got that front and center of your mind. Yeah, no, absolutely. You know, I think, I think it’s just good, good business. When if you look at any of the stuff that I generate, if you look at my my website or our agency’s website, we talked about helping people achieve online and we had a we had a client come to us that they they made play equipment for

it was like heavy duty play equipment. So it was for people like county councils to put in parks and that kind of thing, really big play play schools and that kind of thing. And they based it all around the honeycomb so you could buy like individual kicks or you could buy the entire hive see what we did there the entire hive which was like six of these kids put together and that was however much money anyway, this guy is old timer that was coming to that was funding this thing.

On his his two sons were running the business and he sat down in a in a meeting room with me and spoke to me for about half an hour about how he’d spent 100 grand on these molds that had been shipped in from Taiwan and that they were now in the uk uk manufactured and they were manufacturing to order and he didn’t have to hold any stock and it’s not near and then he said so I want 10 orders a month I said okay so how how quickly can you manufacture these things if you get $10 a month what’s the delivery oh two weeks so you can’t you’re not going to be able to service 10 orders a month then because you’ve got one set of moles if each sets tied up for two weeks per order the most you can do is two to three sets per month that is it and we had this kind of awkward moment and his son finally twist and just said you’re gonna have to spend at least another hundred grand on another set of moles

but but it was just that was just the right business advice you know, we can drive your traffic we can get your sales but if you can’t deliver it at the other end you just going to end up

ruining your business so Lily would you know what one of the things I love about financial services and a lot of the it’s really scalable so a lot of our clients are they if they if we can prove to them we’re getting the leads in they can hire in a board or get someone in and they’ve just got to get them a laptop and a phone and then that’s the kind of the beauty of it so I think we’ll have a lot of people listening and be like no bring me bring me the order spring we have the we can scale that was gala so let’s go so how do you then I suppose your as an agency you’re not just offering SEO are you doing like paid ads and things like that Do you can you do flight forecast for your clients as possible to do that if you’ve not worked in that industry before and with with a tolerance yes yes it is. So if you start doing the paid stuff obviously it becomes far far easier which I know I know that’s what you do and what what you guys do for your clients which is which is great with the with the

Seo type with the SEO stuff we we work around and key keywords and positions and all the also

sort of the the organic metric that we that we want to consider. So if you’re a local company for example we’re looking at local SEO results rather national if you’re national, then that’s what we’re looking forward to your international and we need to figure out a strategy for that and we then monitor and track your search engine position, your traffic your the time on site or bounce rate, all that kind of stuff and your conversions over a period of time. And as much as we can we then track those things through so we we use things like Google Analytics and goals, event tracking, all that kind of stuff in order to give us the data that we can pass back to our clients to say you know, that bit of work that we did a month ago right well that’s now led to 10 leads for you this month. Yeah, and then next month, we can say it led to 10 leads last month you’ve had 15 off it this month, etc, etc. So that’s that’s basically the way

We try and do it. Awesome. Pretty OK, cool. So I felt like we should get into some nitty gritty and like kind of we’ve got your courses broken down into like five different modules in it in it in


my mom calls me and have me

I really hope you’ll go down to the car box to box all over. And

that was that was me when I was 17 by law. May I had a blue box of four. So we had a base box in the back and we used to, I’m remembering driving down to this nightclub we There’s a song called delirium. silence and when that came out, we just had that on repeat. And then we go clubbing. We used to go like every Thursday Friday Saturday night

in that blue bottle quarter so yes, I was that person I but I thought I’d grown up but obviously not



we digress will will will decide whether we keep going or not. I think we should. Okay, so we’ve got five there’s five modules, isn’t there? Pete there is Alex. Yes, absolutely.

So well, let’s have an overview of all five and then we’ll go into great detail one by one. Yeah. Okay. Absolutely. So I’m in quick overview, the the first module, why it’s called the foundation and that’s looking at all the technical stuff to do with ranking updates all the stuff that you need on the page that you need to consider in order to get that page to rank well I’m module two covers keyword carry, not keyword research. So what’s the process for that what the tools you need when you need to go do you need to use paid for tools, looking at the free ones, all that kind of stuff. And modules three and four then kind of work together so they’re both to do with generating the content. So you’ve you’ve now got a website where the technical stuffs been dealt with.

You’ve got the keywords, you know, the, you know, what you need to be writing about in order to attract your audience. So module three looks at actually writing a piece of content, how do you use your place keywords in it? What How does your website hierarchy hierarchy work and all that kind of thing. And then module for looks at I’ve now got this piece of content on my website, how do I make it work for me. And then the fifth module is I’ve called it maximizing exposure and it’s kind of all of the other stuff that you can do around it for to help help you drive traffic and the effects that that can have on organic SEO even if you’re, for example, using paid ads to a new piece of content, what’s the effect that that can have on your organic rankings? So in a nutshell, they’re the kind of five modules Okay, brilliant. We’ve got people that listen we’ve got a mix of kind of like self employed brightest who will have that and it got alone not like they’ll have someone that build a website for them and that they pretty much do all this stuff themselves. And we’ve also got marketing managers that will have

Some knowledge

that no, I guess a bit of the jargon and the will have access to a developer. Could anyone take this course? If that’s if we say the self employed person on their own that’s kind of knows a bit are we are we gonna be able to help them as well? Do you think? Yeah, absolutely. So that’s, that’s exactly the demographic that we we work with in our agency, we have a mix of people that people that have, you know, maybe two or three of them in an office, and one of them is simply responsible for the website. So they need a bit more hand holding versus, and marketing managers that, as you say, know, the jargon and they that that they’re actually just trying to prove a bit of extra work to their boss, really, that that’s ultimately what they’re trying to do. And we also work with marketing consultants as well who normally what you find with marketing consultants is that they have one spirit, one area of specialisms. So normally that’s copywriting, but it can be easily

can be to do with either graphic design or some of them are even or SEOs and it’s just they’re looking to scale up in other areas in order to help show value to their clients. Brilliant. Fantastic. All right. And let’s let’s dive in with the foundation and some of the techie stuff. OK, cool. So basically the the premise behind Module One is that if you don’t get the technical stuff right on your website first then you’re basically like trying to nail jelly to a wall if you if it’s the website

and typically

it if the website isn’t if you haven’t got the technical stuff, right, regardless of how hard you try with all of the other stuff it’s just it’s not going to work as well it’s like keeping the seatbelt on if that’s a better analogy Yeah. Now by technical I don’t necessarily mean lines of code I’m not teaching anybody to do any coding and and in in some areas if if you don’t have access to like a WordPress dashboard.

You may need to get some additional support with this. And but at least you’re then giving whoever’s going to do this, the tools and the information that they need in order to do the job properly. And a lot of it is to do with, you know, making sure there’s only one h1 tag on the page, which if you’ve got a WordPress dashboard to manage your website, that’s no problem, you can simply go into the editor and take out any any multiple h ones. Or if you’ve not got an h1, you can put one in so it’s not, you know, it’s no big deal and things like image alt tags and

stuff to do with the menu structure menus in your in your footer you at all that kind of stuff. So it’s it’s kind of taking an overall technical view of your website and just making sure that you are giving Google the elements of code that it needs in order to rank your website correctly.

What you find with some of those is and this is where we then move on to module two is that so for example, it You may

Get a warning on your website that says your header tag is too long on this page. Okay, that’s fine. You anybody can shorten the sentence. But actually, what is the content that you need to replace that with? And that’s when we move on to number two. So module one is about understanding what these things are. Some of them you’ll be able to fix straightaway, others of them you may just need to flag and wait until we’ve gone through maybe modules two and three before you can then revisit them and and actually fix them properly. Okay, so do you have like a, an audit process then to flag all these things up? That is a using some sort of tools or software to flag it all up or how you go about that? Yeah, absolutely. We have so in the course we recommend to one is a free one and one is a paid one and you can you can use either of them the and basically it gives both of them give your website a score out of 100% and you then it then gives you what what is it what essentially the software is doing is giving you the breakdown.

All feel website the way that a search engine would see it, and it’s giving you that data back. So the score is then broken down into errors, warnings and notices errors, if it was an mot certificate errors would be your mot failures. So the stuff you really need to fix before you can go any further. The warnings are, like, the advisories on an mot certificate. So stuff that isn’t isn’t it’s a bit detrimental to the performance of your website. But it’s not key to to make it to make it work. And then the notice is a kind of like the nice things the mechanic tells you whilst you’re paying the bill. Oh, you know, just just by the way, you break this tough baton to the 5000 miles in them or whatever. And so that’s that’s kind of how it’s broken down. And we break it by breaking it down into those things. We can then very quickly through the course and identify the stuff that you have to fix before you can move on all the stuff that you just need to keep an eye on and as we go through we then start mentioning right well if you

know if you’ve got any any areas to do with this. Now we’ve done the keyword research, go back to health check economic and fix these things and clean them up. So by the end of the fifth module, you should have a pretty good,

pretty well optimized website from a technical point of view. Brilliant and it sounds like you’re using sem rush. Is that the page one that you recommend? Or that’s that Exactly, yeah, that’s the one that we use. And then the free one is something called site check a pro Okay, I’ve not used site check a pro but we use sem rush here and definitely vouch for that, that and then so and it’s one of those things you want to keep coming back to your site health because when you’re adding content areas can come up so it’s not a case of just doing that one. So like scheduling something in your diary or if you’ve got someone to do it to check at least once a month that that that site health because you could do it all at the beginning. Get it all looking perfect, gets a 95% or 100% or whatever. And then after adding all this extra content, you’ve picked up some errors because you’ve made little mistakes.

Also things happened, would you? Would you agree? Yeah, absolutely. Absolutely. And that’s that’s. So through our agency, we we run digital marketing retainers for people. And as part of the SEO element of that, that’s exactly what we do. Part of their monthly report is here is your site health. And we,

we do sort of an initial review of your site health before we get going on anything. And just as we’re doing in the course. And then as you say, we keep an eye on it. And you know what, if it moves a percentage point or two, we probably won’t do a lot. If it starts moving five to 10% away from where it initially started, then we’ll start taking some action and you know, I can stop it. If it’s dropping more than that, then there’s probably something key that we need to be looking at. Absolutely. I think this is great for especially those soft spoken to so many people who have hired an SEO person have no idea what they’re doing and no idea what they’re paying for and then don’t see any results. So actually get doing this audit yourself even if you hire someone in finance.

Someone on up work or people are our or the Dave down the road that you do this audit so you understand what actual technical stuff needs to be done. And you You

see, it’s just like peace of mind, I think. So whether you outsource it or not, I’d still do this, this health check. And just being able to just being able to read the report and, and have an idea what most of the you don’t need to understand everything but we’ll just what most of the elements on there and mean with the Google algorithm sort of famously has 512 different aspects of your website that it looks at to rank every page so in a five week course i’m not going to teach you or 512 of them and even if I tried You certainly wouldn’t understand them all and but the thing is, if you can start to understand the themes then you know what you can understand 400 of them yeah you know absolutely and I think when you get those orders as well and

You see, like tons of errors as sometimes it can be the same error on a lot of different pages and the fix it once with WordPress because it might be part of the theme code, you fix it fix it for a while. So if you go and get a site health check them down it’s like 40% or 60% or so it’s like 500 errors. If you got 500 pages, it could just be one thing throughout fix it once,

boom, you’re done. So don’t be too scared. If it looks awful as well. I’d say no, absolutely. And, you know, what if, if you are employing an SEO agency or an SEO professional in order to look at this stuff I could never understand this year. You know, SEO is traditionally had a bad name because as you just said, you know, there’s there’s this element of, Oh, well, it’s sort of black magic. They go away. We don’t really know what they do. But as long as the traffic goes up, then happy days. Yeah,

actually, as an SEO if this is this is a really it’s a really quick win for me to get take on a new client.

Run one of these reports that might take me 15 to 20 minutes, break it down. So I understand what the themes are. Tell us back to the client, say, look, this is our benchmark. This is where we’re starting from. The first thing I’m going to do is address these issues. Now, I might need some more information from you on them. Or I might need to go to your web developer. But you know what, the first thing I’m going to do in the next two weeks is just going to blitz this, and then I send you another report Two weeks later, where I’ve taken your website from 53% to 93%. And all of a sudden, before you’ve paid my first bill, you’ve got something that you can trust me because it’s it’s there, it’s tangible, you can understand it, and I never quite understood why SEOs didn’t grasp that. So no, no, I mean, we do that in the winter. The proposal we normally do this, your current site,

current site health check and screenshot the current results and then just say that either you get a developer just to fix all these little bits, don’t worry that these it says so many areas, it’s actually there’s just this one so we kind of do that free and

The proposal and then again, like you say, after month one, if we’re doing if we’re taking them on and doing SEO for them, we can then say, look, here’s the again, here’s a screenshot. Yes. fairly simple. Yeah, I’m a bit kind of curious as to why everything’s hidden away. Maybe I don’t know

I better because it’s actually not rocket science. And I guess people are worried the if they show people that they’ll go and get themselves and they’re worried about losing the business maybe, but like you, I think, just transparent, be transparent with it. And show is easy to show the value on that side of things. Definitely. Oh, absolutely. And you know, what, if you want to go and sign up for an SEM rush account and spend the best part of 500 quid a month on a on an account which is akin to the one that we’ve got go for it but or you could you could come and work with somebody like you or me we’re paying for that and you know what, we can run that 500 Twitter account and 3030 clients Yeah, so or more so you know, if you want

Want to go and do it? Go do it. But it’s probably not a great spend of your marketing budget. Yeah, no, absolutely. That’s,

that’s what the value is as well. Yeah. And then having someone that knows what, what to do quickly, that’s the value in getting someone to do it as well. But again, you’ve got that option to do it yourself. And that’s what this this course is all about. Is it giving people the right or over them because people starting out we’ve got some brokers that just haven’t got, you know, 200 quid is a lot of money for someone who’s just been qualified in mortgage brokering, or whatever the every penny counts, or they do need to start and get to go to these things on the road. Yeah, absolutely. And you know what, if you’re in that position, the chances are, you’ve not got a massive website. So in which case, the free tools are absolutely fine. You might have to do excuse me, you might have to do a bit of jiggery poker with some of them. But the free tools are absolutely fine. And then as your business then starts to grow, and you start to get a you start to have a marketing budget and you can start

To think about things in a slightly bigger scale, as your business is growing, your website is growing. Therefore, the tools need to grow that that he used to go with it. And that’s in general layman’s terms of what’s the best way to approach it and then with the free version so I know sem rush will give you the error and I’ll explain what it is and kind of explain how to fix it. And then if you’re not quite sure you can google it anyway just the free version kind of so I’m just thinking someone with no cash does the free one gets all these results. But will they be able to kind of understand coming Google because some of the people might their eyes glazed over earlier when we were talking about h1 tags

for someone that doesn’t know nothing can I sort of working on myself so the reason I recommend site check a pro over there are other free tools. If you speak to a lot of our American counterparts. They’ll talk about gt metrics which is another another free tool and the reason I recommend site check a pro is that when you see their results

Page next to every line, there is little question mark that you can click on. And then it tells you exactly what that means. So in so that that actually is that that’s the sole thing that swung it for me and why I’ve included that one in the course and not not some of the others. Brilliant. Fantastic. Okay, excellent. So let’s move on then. So we can switch sorted out. It’s looking good. We’re in a position now to start thinking about keywords, right? Yeah, absolutely. So module two is all about understanding keyword research. Now, we we do use sem rush to do a lot of our keyword research. But there are other places that you can go to do keyword research as well, places like

Google AdWords, if you don’t want to run out words, that’s not a problem that you can go and sign up for a free account and it will give you the keyword data coming back and we also look at the difference between long tail and short tail keywords and so we give you some tools to research some longer tail keywords as well so long. longtail keywords are basically a key word isn’t necessarily

A single word, it can be a string of words put together. short tail is kind of anything up to four words, long tail is anything from five words or longer. And, and Jeanette generally what you find is that short tail keywords have slightly higher traffic but then more competitive to rank for whereas longer tail keywords have slightly less traffic but they’re a bit easier to rank for. Yeah, that’s really the process we take you through in Module Two is firstly understanding how you find the keywords that your audience is using. So, you know, in your scenario if you know your your clients, I’ll be selling financial services products. So I don’t know whether they’re looking at mortgages or loans or whatever it might be. And but the reality of it is, if you may call it alone, I may call it alone. But if the person that’s actually going to pay the bill calls it a panda you need to rank for panda. Yeah, I know I know.

It’s a ridiculous example but I’m just trying to illustrate the point


When it comes to flying the office, right, and

they are our business center is under refurbishments, and I just started on the office, Jace

Oh well, we recorded the podcast was with the god the other week, dogs in the background, and that’s had the most downloads of all. So maybe it’s a it’s a thing. We have like weird noises in the background, we get more,

there’s a guy with a drill just to start with that.

So and the second thing, the next thing we tried to do with the keywords or the second half of the keyword and model module is to then

a second factor, you have to understand what keywords is that they are related. So www stands for worldwide web and keywords work in that web way. And actually it just as just as you have links that link the pages of your website together you have the key words are all interlinked as well.

So the process of looking at keyword relations is to say, you know, okay, I really want to rank for the term mortgage lender. Now I’ve not done any keyword research, but I can be 99% sure that’s going to be one hell of a competitive keyword and underneath mortgage lender, however, there will be hundreds of related keywords. So it’s then about looking through those to find maybe the five or six that are most relevant to you and your audience. Yeah, and what that allows you to do is basically create two lists List of primary keywords, which are the normally shorter tail keywords that are more competitive, so things like mortgage lender, but then off mortgage lender, you’ll have a list of secondary keywords which will have somewhere between, I don’t know, five and eight different related keywords that are easier to rank for. But actually, by helping a ranking for the secondary keywords, you are, in turn aiding the ranking of that primary keyword over a period of time. So we’re trying to put that key

Web strategy in place in Module Two. Absolutely. We’ve actually done a video on this for if there’s any mortgage brokers listen we’ve got video so we call them hubs like content hubs and our sort of main keyword is the, the kind of the top of the hub and then underneath it, so like remortgage would be a hub and then it’d be like three mortgage for DEF CON would be underneath x, it’s got less remortgage but Home Improvements is underneath that. So we kind of do a very similar thing do you call them hubs is I don’t know if that’s just something we call them or if that’s an industry

that’s just the Peterborough thing that is a piece of birthday okay

no we don’t call them homes but yeah the the analogy of God’s perfect yeah and then I was going to do a visual thing but when help him for the podcast, but yeah, I will put a link into the video where Tom actually creates a hub for like mortgages and that will help explain that. So how do you go about so the way we go for that kind of top

keyword is we look at the Keyword Difficulty in sem rush if there’s something with difficulty of 75 or less, but high value that’s like our, our main focus page, and then are the related ones come after that. And we link out on that main focus patient, the other ones and they link back into that main kind of hub. It is something similar or different, almost exactly the same. So just to clarify the value that you’re talking about, is the the the pay per click value for for that keyword. Is that what that meant need? I was talking about the Keyword Difficulty. So sem rush gives you that score.

Yeah, so

I don’t look at the cost per click of stuff set. I look at that it’s gotten don’t really when we’re doing an essay plan, we kind of ignore that kind of

what we did for them. So we include that as one of the metrics right? For example, if

You if you’re looking at your primary keyword and the way the way we like to approach it is that your primary your your list of primary keywords or your content hubs that you’re talking about should be ever so slightly out of reach. Okay.

And and you’re the secondaries that come off that the next level of your hometown or two levels down and should be within within grasp you’re going to need to do some work but they should be.

So what we am we look at both the Keyword Difficulty and the cost per click because if you look at and we also look at a volume average monthly search volume. Yeah, so for example, if you’ve got a keyword that is, I don’t know 70% difficult it’s only got 200 searches a month but people are talking 20 quid per click at it. You you get a flavor that that is a key word that’s going to come from

right yes. So now we which we’re trying to predict just that next step where is if you’ve got a keyword that’s got 1500 searches a month and nobody’s paying anything on it when you can drive some traffic but actually you’re probably not going to get too many inquiries so if you’re trying to balance out that like forecast an element of that conversion rate and we use the pay per click metric to help us with that that’s not to say we recommend to our clients that they run ads for those keywords some do some don’t we use that on a case by case basis but just by including that pay per click metric in our thinking we can start it does help us with our forecasting excellent and just to explain that to people is because Google Ads is an option so if if the cost per click is high is because people are bidding high and they’re bidding high because they’re making money off it essentially so life insurance is incredibly lucrative as it as you all know people are happy to spend 30 quid plus a click on that because if they get a

four clicks I get a lead that’s you know, hundred hundred 20 quid pounds per lead. And then they convert one in four because I don’t know I’m just making these numbers up some add 500 pound cost to acquire a customer but they’re making two grand and commission that’s profitable. So what happens is spend that money and then the higher the cost per click yeah definitely people are not spending that money unless they’re making making money. Yeah so I you know I’ve never really thought of it in that way. I guess always because I know that I I kind of must think about it. But I’ve never talked to a client in that way. So that’s really interesting and a really good way to explain it. We do find in financial services a lot that there are keywords where the difficulty is really low, but the cost per clicks are really high. Because there’s a lot of assumption you speak to a lot of people now, probably in all industries that you can’t do SEO on these things that people are spending a lot of money on it so competitive, but things like off the top of my head, I know invoice factoring invoice finance, there’s a massive opportunity there because

The difficulty is really low, but people are spending 25. Click Click on it, because they’re, they’re making money off it. Yeah. Interesting. Yeah. So it’s really, really worth doing. We’re, we’re kind of waiting for a invoice factoring invoice finance clients and knock on the door. And so we want SEO

because it’s such an opportunity. The other thing you’ve got to remember, when you’re looking at the cost per click that you see, either through Google AdWords or through sem rush or another tool that’s giving you a trust, or that gives you the same data and that is the cost to appear on the first page. That isn’t the cost that the person in position one is paying. Yeah, because they’re not going to give you that information. How they make money is by people bidding against each other. So they’re giving you the minimum to appear on page one. And then for most keywords, you can add, I don’t know, 15 or 20% and that will get you up to somewhere around about page one. But you know, as you as you’ve just mentioned, there are key words that break that rule and you may have to go

Even more. Yeah, in order to actually hit position one. So yeah, the word of warning is the costs you’re seeing are just to be on page one. Yeah, absolutely. Yeah.

No, absolutely right. And a lot of people do get confused with that. They, they, they see that and they bid that as a max bid. And they cannot, not really getting any traffic because they’re like,

you know, right. The bottom very good point to make. But yeah, in terms of when we’re looking at other value of that keyword in terms of SEO as a really great point, and really great way of kind of explaining the value of it. Because just simply if people are spending that sort of money on it is definitely well worth getting some free organic traffic on that same keyword as well. Yeah, absolutely, absolutely.

Oh, I had anything else we should be looking out for them. And we sort of picking out our key words for our products and services. And really,

really you need to if you’ve understood who your target customer is, it should be relatively easy to to then understand particularly get to relations about any of the nuances

Is that going to apply to your niche or particularly nuances that may be won’t apply to your nation actually, by including slightly longer. Kelsey, what longer tail keyword with a particular physical word in it, you’re changing the meaning, and therefore, you’re sort of slightly going off back a little bit. Yeah. So it’s more about putting the sort of framework in place so that you’re, you’re focusing on what exactly it is you’re doing, or you’re looking to achieve and broadening that enough so that you’ve got enough to work with, but keeping it within the constraints of what your audience is trying to do. Brilliant. I’ve just had an idea coming back to something you said earlier about those things that people look for might not necessarily be what you call them. There’s kind of a few quirks and things like car finance, where we want to rank for guaranteed car finance because people search for it, but there’s no such thing as no one can guarantee car bonus is not a normal thing, but thousands of people search every month. So I guess

This is going to come back to your content bit later on. But it’s then you get them on that. And then you need to educate them that Yeah, there’s no such thing as guarantee for co founders, but blah blah blah blah, blah. Yeah, yeah,

exactly. Cool. So I thought I’d mentioned that one because a lot of our lot of our clients thing oh they were not we don’t write for that so it doesn’t exist but there’s there’s still customers within their think Yeah, absolutely. You know, we’re working with a telecoms company at the moment my my wife is a copywriter for us and she’s literally sitting five feet away writing content for telecom provider and he am that company if you can sell a lease line into a into a business he can then sell 15 or 20 or the services wants she’s got that leased line in and you know, where we’ve done the keyword research for him and he said, Look, I don’t care whether you put a positive spin on it a negative spin on it a twist comparing it to another product, a top 10 whatever it might be.

We’ve gone with it so the keyword research we’ve done for him that has been right so what are your key services? But also what are the questions that people are asking? So we leased lines it was all to do with advantages and disadvantages and guess what we then wrote him a blog post about the advantages advantages and disadvantages of leased lines he’s now on page one for it and it’s driving more more inquiries to his to his sales team than any of the page on his website and we’re just going through each one of his services and finding not only the key word but the language that’s used surrounding that keyword to answer the questions for the audience that that’s all we’re doing awesome and then another note as well just using other services we had Jody on the other week she was basically getting people into life insurance by advertising on wheels first there may be a because with a lot of these financial services it’s similar to your telecoms guy there’s that fell on one thing and then you sell the others like with more you have to sort the mortgage out to the life insurance critical illness things I


so an interesting one that company I spoke to we didn’t work with them in the end but they have a company that sells

also Frankie machines yeah you know where you get your post done but also because they know people need to get finance for those so they their main businesses is commercial finance but they’ve also got this Frankie Machine Company because they sell it off to them so they got one company that sells stuff to get them leads for their main one house is brilliant

there’s lots of other things and you can do that keyword research in sem rush or Google or whatever to find things that similar company yeah absolutely absolutely no there’s no reason why you don’t have to create another business you could create another website or another brand that deals with that one thing that lead feeds them into other okay there we go that was the end of part one we will be coming back to Pete in the next episode so we can finish that off and give you a sort of complete

Journey of everything you need to know about kind of SEO for your website. So thank you so much for listening. It’d be really great if you could rate and review the podcast, essentially. Because then we can get more listeners. That means we can attract bigger names. Not that Pete it’s not a great name in the industry, but there are some kind of heavy hitters that we can get on bring a lot more value if we’ve got more listeners essentially. So help me help you if you can. And I will see you next time for the next part of Pete Everitt’s podcast episode.

009 – Nicole Osborne – Social Media & Personal Branding For Financial Services

009 - Nicole Osborne - Social Media & Personal Branding For Financial Services
009 - Nicole Osborne - Social Media & Personal Branding For Financial Services

Nicole likes to help people sell more on social media using their personal brand but without boring people. How the power of video can help people get to know you, like you and trust you.

Nicole’s website: https://lollipopsocial.co.uk/

008 – Tom Martin – YouTube Channel Fuel

008 - Tom Martin - YouTube Channel Fuel
008 - Tom Martin - YouTube Channel Fuel

I interviewed one of the world’s foremost experts in YouTube and YouTube strategy.

For the last 7 years he has been working in the corporate world working and growing the YouTube channels of some of the world’s biggest Media companies. He started out at the BBC and ran their channels, launching the official channels for both Doctor Who and Sherlock as well as adding millions of subscribers to the Top Gear channel.

He then went over to be head of YouTube and social media for a company called Endemol where he launched and revamped their channels and added billions of views and millions of subscribers in record time – most of which came from turning around the fortunes of Mr Bean!

Last year in June he took the plunge of leaving the corporate world to go it alone as a consultant.

Hello. Welcome back to the lead generation for financial services podcast. And this week we’re going to be talking about YouTube. So I’ve got a one of the world’s foremost YouTube and YouTube strategy consultant. He worked for the BBC and worked on YouTube channels like Doctor Who Sherlock Top Gear, increase the amount of subscribers and viewers massively. So this guy is a really impressive CV. I will let Tom introduce himself in a second. But if you are kind of really frustrated by YouTube, or just think there’s too much competition. Tom will break everything down for what we can do to get more viewers, more subscribers and like with everything, there are just simple things that you can do so without butchering it. Let’s hear from Tom, you’ve got quite an impressive CV. You were quiet.

Come together word but you weren’t, you weren’t, you were quite a common thing in the world you weren’t boasting about it what is the opposite of that? But I would be if I had worked on all these channels so you’ve started off at the BBC. So tell us what your credentials are in terms of the channels that you’ve worked on and managed yeah so I started off at the BBC back in 2012 so I’ve been working on YouTube pretty much every day since then for what is that now seven years which is an years on YouTube like like dog years so I’ve probably the you know the equivalent of probably been on YouTube for a lifetime I’m a dinosaur when it comes to the platform and I had zero had zero experience before I joined the BBC right totally blind the interview million percent just totally by the interview I’d never even uploaded a video before it to kind of learned the buttons I like to say in the first few days and then really just been

Trying to master the platform ever since then. So I’m not really a video guy I’m not really a production specialist I really tried to focus on getting the most out of a video once it’s ready to go on to youtube so I’m pretty early on I had some some quick wins I launched the doctor who channel within a few months the official Doctor Who channel without ever seen an episode of Dr here

Luckily, luckily luckily I had some real doctor who nerds around me that there helped me out there

yet. And then I was working on the top gear channel I managed to take that from 750,000 subscribers to three and a half million subscribers in my first 12 months which was

a pretty good win and set me in good stead. And you know, I was dining out on that statistic for years and years

but in the meantime, you know, picked up a few golden play buttons which is what happens when you get a million subscriber.

channel. So I’ve done that a few times. And then I moved over to a company called Endemol who are another big TV company and they make stuff like Peaky Blinders and master chef Black Mirror.

But actually their biggest property was Mr. Bean.

And they’re the Mr. Bean YouTube channel was pretty big as you had about 3 million subscribers. And I was doing about 30 million views a month, which sounds amazing and it is but in terms of what that channel I’ve done in the past, it was pretty hard times.

So I came in do what I do best kind of audited the whole channel made some changes in terms of like SEO and optimization. And by the time I left a year and a bit later,

the channel gone from 3 million to 10 million and was doing about 160 million views a month. So some pretty

impressive growth stats and I’ll be now dining out of them for the rest of my life.

And then yeah, so after my time that I decided that I wanted to stop making lots of money for other people on YouTube and start to try and make myself some money. So now I’m self employed. I have my own business where I consult with companies, brands and independent creators to help them get more views on YouTube, essentially. Yeah, brilliant. Fantastic. And I think a lot of people will say, you know, if I if I was in charge of like, Doctor Who, or Top Gear or whatever, I could do the same, but I guess just because you’re the official BBC doesn’t mean someone else can take clips from Doctor Who or top gear and outrank you. It doesn’t just because you are the BBC doesn’t give you special privileges, does it? You’re competing like everyone else. It certainly does help and I think in the future Jesus.

Kind of technical reasons that we won’t go into too much today that will probably help even more. But what I would argue is that, for example, that Mr. Bean channel took about seven years to get to 3 million subscribers. And then we took it to 10 million within 12 months of that by making some changes.

So arguably, yes, there are lots of people that could probably do a great job with something as amazing as Mr being

by thing that kind of growth is even you know, by my experience of being on the platform for seven years is hard to find other examples of of growth quite like that. Yeah, no, absolutely I’m brilliant then so you can obviously do that when there’s those sort of big audiences and how are you finding it now I guess you’re working with people that have got like a smaller cut a niche and things like that you is is the kind of the rules or sorry the kind of strategy the same no matter what size channel you’ve got. Yeah, I think the fundamentals of

remain the same, especially in terms of what I specialize in, which is kind of YouTube SEO. So we’re talking about like, how do you title a video and give it a good description and the tags and that kind of strategy. And that’s pretty much fundamentally the same, no matter what strategy will change slightly depending on where you are in your journey. You know, I’d say when you’re first getting started, you need to work harder to please the algorithm in order to be discovered at all because, you know, there’s so much competition on YouTube and it just gets harder and harder every day to start from scratch. So, you know,

if you would start a five years ago, you’d be a lot better off then you’re starting off today. And if you start off today, you probably be a lot better off than if you start tomorrow. So I’d say if you’re on that fence, I’d say you know, jump into the water sooner rather than later. But yeah, those early stage I think you need to work harder to

kind of take all of the SEO boxes. And then when you get to a certain size, you can start to have a little bit more creative freedom and kind of make videos that you know more. Maybe I’m

scratching your own itch, shall we say, Okay, cool. So if I tell you what I’ve been, we haven’t really been doing it if I was going to because I’ve been creating videos I’ve been looking at my SEO strategy for like people looking for mortgage leads or financial services leads and things like that. And I’m creating an accompanying video for my page and I’m titling it and I’m just watching it on YouTube. So I’m not doing this but what I’ve been looking into recently is getting the keywords anywhere Chrome extension and then searching on YouTube for something related to what I do seeing the numbers there and then creating a video but I’ve also found morning fame I think it’s cool Yeah.


Which will then kind of let me know whether I’ve got the if I if it’s likely that I’m going to rank for that as well. So is my Am I barking up the wrong tree? Or is that similar to what you’re now? I think, yeah, yeah, you’re definitely way more advanced than probably 95% of people using YouTube, right?

The fact that you’re doing keyword research at all is

amazing. And certainly, like one of my biggest tips is kind of my speciality. I’ve got a course coming out about YouTube keyword research in a couple of months. I did it I did a big talk about it in kind of like the industry’s biggest conference in LA last year. And it just went down a treat because it’s spoken about a lot, but no one really knows how to do it kind of scientifically.

So I can’t comment too much on the tools that you’ve mentioned, because I’ve not used them perfectly. I know of them. Yeah, so I can’t speak too much about the data that they provide a buyer

Recommended tool called vid IQ which gives

exact keyword search data. Whereas something like keywords everywhere I believe is an estimate derived from Google Search data.

And even even this morning I was doing some keyword research for a new channel and a new project that I’m working on. And I was I was doing some google keyword research as well because I wanted to launch in a company website and the the difference in traffic between what people were searching for on YouTube and Google for the same the same exact terms were

quite staggering, really, you know, more, you know, 10 times more people were searching on YouTube for the same term. So, um, I use that particular tool because I know I can rely on that for what people actually searching for on YouTube.

But really the yes that is

a giant part of my strategy is to find keywords that people are searching for on YouTube that are

have high search volume low competition and then optimize my videos metadata to try and rank for those keywords essentially. Okay, cool if anyone’s last will dissect each bit i think but I just want to talk a bit more about vid IQ I think I’ve heard about it I’ve never used it

will that so well that just give me traffic data. Will that also show me if I’m likely to rank as well? And what it gives a competition data as well so it will give you competition data but it will be kind of broad spectrum competition day and it won’t be waited to your channel like I believe morning fame does. Yes. So it will say generally the competition for this keyword is really good or really bad, but it won’t it won’t change the number depends on who’s searching right excellent. Okay. Which is probably a big floor by say, Yeah, but morning fame is incredibly cheap.

I don’t know.

How much lead IQ is? Is it is it? Is there a free version? What’s there is a there is a free version bit will only give you time it won’t unlock all of those keyword results. But you can get that to unlock their cheapest paid version which I believe is

$10 a month. If you pay monthly and like $7 a month if you pay annually sites in terms of a YouTube tool, it’s the best money I have begun to spend. And I use it I use it every day. That’s amazing because I think morning famous about the same price. So if you think you know, $20 a month if that’s going to get me you know if I’m going to start getting clients because then you’re not tied into the annual thing. Yeah. Okay. So if I’m if I’m sitting on the fence now and I’m thinking $20 a month I could spend that on ads or something like that. How long would you give it so that’s this take you know, if we think about a mortgage broker, there’s got a few videos already what what would you what time frame would you give say I

Done your course. And I follow everything. Yeah. What? What sort time would you give it? Well, it depends more exactly what results you would expect. But you can expect to see changes. Within a couple of weeks. I’ve seen, you know, I’ve seen changes take take hold almost instantly. And I’ve seen some changes not have too much of an effect. And it all kind of depends on the broader strategy of,

you know, how good the videos are for a start, you know,

without wanting to be to

cruise like, you can’t Polish a turd if, if the, you know, optimize. So, I always like to say that optimization is a multiplier of quality. So, she’s got a great video and you’ve optimized it really well. It will do really well if you’ve got an average video that’s really well optimized. They’ll probably do quite well but she’s got a bad video that’s what optimized you know you can

contract and what you might be able to get get in front of some people. But if then if the audience don’t react in a good way, if they don’t stick around and watch lots of your video and lots of your videos, YouTube will not continue to recommend you. So

this is not a shortcut. This is a kind of best practices that is going to help you to reach the kind of full potential of what you’re making. And another thing is that this system or this, you know, the strategy only really works if you’re consistent.

So if I if I was if I had a channel that was based on

you know,

call me car maintenance and I’ve made videos about common sense for a year and then I did some keyword research and realized there was a really good opportunity to make a video about

vital and mortgages I’m not going to rank for that video because YouTube’s going to look at my channel and say you don’t have the authority to speak on why to let mortgages life so your way

Not going to rank you for that. So there are a number of factors, one being the kind of watch time that you can generate. And the second being, like, how consistently you and how, how you related to that niche. Are you in authority in that niche. Okay. So if I’ve had a channel for a while, and I’ve just been not really doing much with it,

I suppose, I guess, this evening to take case by case. But you do you think it’s better to start fresh on something, if you’ve just been fooling around and not taking it seriously, no, I wouldn’t start fresh. I would go back in in terms of SEO and go back and clean up everything that I’ve done in the past. But what I would do is kind of stick a flag in the ground and say, like, now we’re starting now. You know, we mean business and you need to be consistent. You need to be able to publish at least one video a week, I’d say if you want to be taken seriously by the algorithm. And I’d say if you can’t commit to do that, I probably wouldn’t bother because you’re only going to get

Like any platform, whether it’s blogging, email, marketing, social media, you’re only going to get out of it, what you put in and if you can’t, if you can’t keep consistent,

we don’t really have a choice. So you really just You’re wasting your time and resource investment. Yeah, awesome. Okay, cool. So we’ve got we’ve got a bit little bit geeky early when we were talking about like titles matters descriptions and tags and things like that we’ve got quite a few marketing managers that will know what that is but we’ve got some kind of self employed brokers and kind of solo printers that maybe don’t know what that is so you should we start the top with with the title and work our way down yes

a good title should be

keyword rich so when we talk about keywords with with talking about what words are people searching for in the search bar

so let’s say you’re trying to rank for by to let mortgage and then you’d need

have that

in the title of the video. So it might be Ultimate Guide to buy to let mortgages or might be buy to let mortgages one or one or five reasons you should

stop selling Baitullah mortgages.

And then I would also go a step further and say, What is the kind of an umbrella subject that you’re trying to be an authority insight might be. So what’s the name of your YouTube channel? For example,

in my youtube channel? Yeah, yeah. So the lead engine i think is okay.

Yep. So you might have something like

the ultimate guide to buy to let mortgages and then as a kind of subtitle, you might have

financial services advice as kind of like a subtype and then I would have your channel name so the lead engine so what we’d

What what I always like to say is that the front end of the title is for humans and the rest of it is for the machine. So what we so we need to start the title to be keyword rich. So we we get that SEO value also we need to get if we get in front of someone we need to get clicked on. So it can’t be too dry can’t be too boring, it needs to really answer a question that’s being asked. And then the rest of it is really we just getting some extra keywords in there. And by having

like your channel name at the end of all of your video titles, and we’ll see this as we go from the other elements is what we’re trying to do is engineer relationships between our own videos and this is really key and this is not what many people talk about because ultimately when somebody watches one of your videos you want you to to say well, they enjoyed that and we can clearly see that these other videos are very closely

related to what he’s just spoken about. And they’ve got the same big section of their title. And they’ve got the same selection of tags. And they’ve got some very similar text in their descriptions. So what we’re doing, we’re trying to just give subtle hints that Well, you know what, YouTube if, if people like what I’m seeing here, they’re also going to like these other 20 videos that are suggested down here. And it’s that suggested sidebar, which is really going to make or break in YouTube channel

because if you’re taking up those slots, you know, that’s really kind of an organic and sustainable way to get views for your YouTube channel. Instead of just trying to get one or two viral here we just we just created an engine where people can go into one video and they’re just going to get sucked into a wormhole of watching more and more of your videos. Fantastic. love it when I said to you before we hit record, I love doing these interviews because I learned so much and

that slightly and it’s funny. How silly

All these things are and they just make sense. And it’s just like a little thing that that makes perfect sense in my head. I should have thought of it before

and I love it. So

yeah, this this. So yeah, a lot of what I teach is very kind of just logical. And basically, there are no secret. There are no silver bullets. There’s no secret hacks. There’ll be a lot of people that will try and say, how do you hack the algorithm? You don’t you make good content and you optimize

and if you hit those fundamentals and those foundational elements correctly, then you’ll do well brilliant excellent. Okay, so we’ve done our title with

10 reasons to remortgage in 2019, or something

with mortgage advice, like would you put like a dash? Oh, yeah, yeah, it doesn’t it doesn’t really matter what the separator is but yeah, and then as a national group, Vice dash my company name and then I went on next to my

Yes So you want to start off every video with again a keyword rich

synopsis of the video so in this video we’re going to tell you why in 2019 it’s important to

have vital and mortgages on offer in your brokerage sorry i’m not i’m not an expert

but what what you’re trying what you’re trying to do is get those keywords into that description. Yeah, again, you want in these to read well for humans. So you can’t just do like a long list of keywords. It needs to be like it needs to make perfect sense in English because we’re writing for humans as well as the machine

and then so each each video will have a unique description like synopsis, but underneath that, just like in the title, I like to layer on a few things that start to get common amongst similar video.

So I like to

it might not necessarily be relevant for everybody here their channel but I like to think of a video as a channel and it has categories of in it so let’s say for example you the lead engine you might make videos around mortgages around accountancy around tax

around insurance

and then what you want is to create kind of commonalities between those categories like I said we’re we’re engineering relationships so in every description of a insurance video you might say Click here to watch our playlist of excellent in insurance broker videos and then you might have a similar thing for all of your mortgage broker videos and similar for that to be of that is you’re getting keywords like insurance broker in there be also sending people off if they do click to go and watch unload more.

Your videos and then underneath that I would have something that sums up the entire channel I can just a couple of couple of sentences that say Hi there this is the leader engine YouTube where specialist in generating leads for the financial services industry whatever whatever other keywords you wanted to get in and I would put that on every single video that you upload again we’re just trying to show commonality between videos

and drive eyeballs between our own videos basically brilliant I love it and that’s one thing I definitely would have thought of because when you when you’re doing like SEO normal it on Google like having things that are the same like duplicate content yeah it doesn’t like that then I totally get the logic behind doing that in the description for YouTube if that’s what Google likes as well and this this is this is why you always have to have that unique

synopsis at the top because what we never ever one is is that every

Have two videos that have 100% identical meta data for those reasons. Yeah, because then you’re looking it’s just spammy. And it’s lazy. And it’s a bad user experience as well. So you always have to have something unique in every title, tag and description. Brilliant. Fantastic. Okay. And then after our description, we’ve got the opportunity to put tags in there, which again, I assume is making that link between all your videos. Yeah, you guessed it. So again, we’re doing like a layered system where we put some tags that we would apply to every single video on the channel. So that might be like financial services, financial services, leads lead generation and then you have a set of tags for each category. So you have your insurance tags, you have your mortgage tags, and you have your or investment tags

and then you have the because remember, we need unique metadata for each video and then on each other.

video will have a few tags that are video specific. So we might have on your

buyer to rent mortgages who have like by to read mortgage bites around, should I get a bite to rent, mortgage

you know that kind of stuff so that again is there is a lot of similar metadata across the channel and nothing is 100% identical. Brilliant and I’m just thinking in my head cuz I’m thinking right soon as we get off I’m going to be going and all my journal and I was thinking what I’m going to create a Google Doc that has got my content that so that bit in the description at the bottom I’ll have that typed out. So when I when I’m uploading a new video, I have this Google Doc open on the other side and I’ll have those keywords for the tags in a separate section. So I can literally copy and paste to do my unique stuff and then copy and paste my stuff that goes on on everything. Do you do a similar system or absolutely 100% and that’s the beauty

So not only does this become super SEO ninja stuff is really, really efficient because it becomes a copy and paste job. And so, you know, say 70% of the metadata for every single video uploaded is predetermined Yeah, and so you’re just putting on the video specific stuff on top of that. So it’s really consistent, really good for SEO and also really efficient because it takes away a lot of the legwork and if you’re using something like vid IQ IQ buddy, you can program a lot of this stuff to be like a default so you can say well this is an insurance videos so populate that end of your title,

that chunk of your description and those chunk of tags, so you don’t even have to copy and paste there. Oh, amazing.

Even better. Brilliant. Okay, so um, do then our playlists make an effect are we should we be because I’ve set them I’ve set playlists up just so I can send

The link out but I wasn’t really thinking in terms of SEO for my playlist is that factor? Yeah playlist. A huge and really kind of underutilized weapon because one

YouTube love playlists because you know, if you send someone to a playlist, they’re much more likely to go and watch 567 videos. Yeah. As opposed to one

and two, when you create a new playlist you’re creating, like, without having to upload your you’re increasing the footprint on the platform. You know, there’s another way that somebody can bump into you. And there’s another reason that someone might come to YouTube. And if you can imagine that if you can rank a playlist for a good keyword, you’re not ranking one video, you’re ranking like seven, eight videos.

So it’s really great. There’s not that much you can do in terms of optimizing a playlist apart from making the title keyword rich. And there’s also a space to make a description which was somewhat keyword rich. I didn’t know that was there because I’ve been creating the

whitelists when I’m uploading the video sometimes and just doing the ads the title and then not doing a description yeah so you can go back into the playlist settings and adding a little blurb that fantastic okay cool Is there any other metadata that we’ve missed I’m not necessarily obviously you want a really good thumb now again because you’re trying to get clicked so so good being discovered but if you don’t get clicked again you’ll stop getting served

so it’s no different than having a good blog title or a good image for a Facebook ad something like that you’ve got you’ve got our increase that conversion rate

and it’s sort of a nap now YouTube actually gives you that conversion rate data in analytics which had never used to so you can see how well your your videos are converting brilliant any tips on on like thumbnails what to feature I think it was actually the vid IQ guy

He does YouTube lives where he writes other people’s channels and I think he was like saying, don’t have the title of your video in your thumbnail make it different. Yeah, absolutely. Very good friends of mine. Those would ask you guys,

this is the perfect, perfect advice. One thing to be careful is not to have too much texting a thumbnail generally because,

you know, most YouTube Traffic is on mobile. Yeah. And so people are seeing it like that big. So if you’ve got loads of text in it, it’s going to be impossible to read on mobile and secondly exactly like I’ve a robot Jeremy said on the vid IQ channel is that you don’t want to duplicate your title on the on the phone now because when do you ever see a YouTube thumbnail where it’s not directly next to

the top of it just never happens. So you’re you’re wasting the opportunity. So if you imagine that

Your title is kind of super keyword rich and more SEO optimized. Any text that you put on the thumbnail, you want to be click optimized. So might be a little bit more sensational,

a little bit more sexy.

You know, you don’t want to cross over into being like clickbait

and you never want to make any promises in the text that your video doesn’t deliver on, but you can probably use it to be a little bit more salesy, should we say it again, we’re looking to convert someone from a browser into a into a viewer. Yeah. Okay, awesome. Okay, I’ve got another question quite selfishly because I find blogging at the moment so we recently moved off this and I wanted to document the old office and the whole move and everything and I’m basically I’m just carried on doing

so that I presumed people aren’t searching for like, oh, somebody might have log Have you got any ideas or

experience in that type of video where it’s kind of documenting so I get yeah and it’s a lot more difficult and people are searching for like the word know, vlog vlog 2019 Yes The problem is you’re competing with just a giant channels just like YouTube superstars and stuff like that. And

I would,

I would hazard a guess to say that those and not let co channel apologies. I would hazard a guess to say that those videos then get viewed as much as your kind of how to content would that be right? Well, it’s funny because actually I’m getting because LinkedIn is now embedding the YouTube video and rather than when you put the link in, so I get decent views of but it’s via LinkedIn Yeah, on the blog and people curious about what we’re up to,

but yes.

But I don’t get any kind of like search traffic off that I know that yeah so what I would say is whether it’s a blog or not a great piece of advice that I always give to people is to separate your different types of videos so you might put like

you might get a list of all of your videos and you might say well that’s a blog that’s a hell to that’s a repurpose Facebook Live that’s a direct piece of camera piece to camera that’s about insurance that’s about mortgages that’s about credit cards and then what you can do is you can take the video ID and you can stick that into a custom group in YouTube analytics and instead of trying to guess what you think is doing well or not you can say well you know

the the the paces the camera outperform repurpose Facebook Lives by 50% or videos about insurance. Get 20% more views and videos about credit cards and then you can

That to hone down your

your style of video, but also the topics of your video.

So you might say, you know what, these logs a gray. My customers love them potential clients love them. But YouTube doesn’t say you know what I’m just gonna create Instagram Stories I’m just going to upload natively to LinkedIn if people want to see stuff about us It might be that LinkedIn is the place for those videos and because the problem is YouTube will set look at you as a whole they won’t just say okay well we’ll promote your how to but we won’t promote the roles what they’ll say is this blog content isn’t doing great so we’re not going to send out the next video and if the next video happens to be a how to video that’s going to suffer from the performance of a previous bad videos so I’d be I’d be quiet if you as long as you’ve got enough data to actually make a kind of scientific judgment and say

is it statistically relevant? I’d say you know these blogs are performing


so much worse by might be there somewhere

and say, because of that, I’m going to do less of video type x and more video type Why? And I’m going to make them in format a instead of format be

because that’s what the algorithm likes. I know like, we’re part of similar communities online, such as the new print of community and you know, repurposing content is really important, it really makes sense. But it doesn’t mean that all of the platforms respect that. Yeah, so if you’ve got like a an audio only podcast and then you just put the audio up that’s not necessarily going to cut it on YouTube. So like having these groups in analytics will really tell you what’s working what’s not

and where you’re really wasting your time and resource not only that you could actually be hurting the performance of stuff that would otherwise perform a lot better Yeah, now this was I think it so if I’ve got a sort of a great

group of videos that not doing very well hold on my channel back would deleting them make a difference or if it’s done it’s done and I’m not really a fan of the league and stuff especially if it’s you know a few years old because you never know who might find it and they might go on a journey and find your new stuff so I think that’s I think that’s probably maybe a little bit too much but why why we’re definitely again is say put a flag in the ground and say from now on you know what we’re not putting any more repurpose live streams on all we’re not playing anymore. We don’t make it any more videos about

debt consolidation, because you choose doesn’t like it for what you know, I’m just making that they don’t like it and they D monetize it. So we’re not going to make any more videos about debt consolidation. Fantastic. Brilliant. Okay, well, I feel like I’ve got massive To Do List already, but I also feel like we’re potentially just scratching the surface.

And I’m really excited about your, your course it’s coming out. So can you tell us as coming the marches you say, yeah, yeah. Brilliant. So what am I going to learn? And how can I find out about it and make sure I get a reminder when it when it’s when it comes out? Yeah. So, um, this course will be, this is my first course. And it will be specifically about YouTube keyword research. So I I’ve just actually put some finishing touches to some recording this morning. So I’ve not finished the process of the of the car and I’m doing like a live case study of a new channel that I’m building and so far, it’s taken me about seven hours to do the keyword research for this new channel and you’ll be taken in painstaking detail my process of how I do the research but then how I implement that in order to

to grow the channel to come up with video ideas and that kind of stuff so you can sign up for a waiting list if you go to

www dot channel feel.co forward slash course fingers crossed that is correct.

I was just gonna write it on

Oh, so hopefully hopefully it will work.

If not, I’ll send you the link and we can you can see you out maybe later so that’s due to to launch in March and then they’ll probably be the first of a number of courses if that’s a bit too advanced for some of you

I do have a book on kind of general YouTube optimization which is again just touching on those fundamentals how to write a tie or how to write a description how to make a good film now and you can find that www dot optimization ebook. com you can spell that the American or the English way because I’m kind of

I’m conscientious like that.

And that’s like a really

nice less than 10

dollars and that you know that’s

a lot of information that will make sure that you’re running your YouTube channel and really optimally from day one pretty much fantastic excellent thank you so much right I feel like I’ve learned a ton and I’m really excited to get into my youtube channel look at some of the old stuff and see what improvements yeah no worries and maybe I can come back next year and we can see how you how you how you how you’ve grown the channel since then. Challenge accepted

brilliant cool all right thank you so much for your teammates and obviously if I want to speak to you if it’s a lot of work and I don’t want to do it myself I can go to channel feel dot CEO and get you to do it for me I presume you can indeed yes fantastic. So yeah my fancy new graphics we’ve got the site of the bottom also drop a link in the comments as well and thank you again me and we will speak to you soon and a pleasure Good luck Good luck everyone. With

channels fantastic thank you. I absolutely love that show with Tom and I hope you took something from it as well I immediately got my laptop out my YouTube channel out and I started ordering it and I am signing up for that vid IQ as well so if you enjoyed that conversation and you want to see these interviews live in our Facebook group just search for lead generation for financial services on Facebook you’ll find the group you can join there you’ll also get see talking and live as well where we critique social media adverts to help you make better and as well if not I will hopefully see you next week or you’ll hear me next week on the podcast and I would really appreciate if you could subscribe leave a review it will be amazing it will mean I can get some much bigger gas all that Tom is not you know you can’t get much bigger than the the world’s biggest YouTube strategist but I want to bring to you every a big name in marketing and financial services so that we can all learn together and generate some more leads for our business. So So tune in next week and I will see you then.

007 – Jake Jorgovan – Financial Services Leads On Linkedin

007 - Jake Jorgovan - Financial Services Leads On Linkedin
007 - Jake Jorgovan - Financial Services Leads On Linkedin

Jake has an agency called Lead Cookie where he takes over his clients Linkedin account and approaches potential customers and partners. He talks through his approach and the scripts they use to spark conversations.

Lead Cookie
Content Allies

Hello. Welcome back to the lead generation for financial services podcast. And this week, I’m joined by Jake Jorgensen. And he is a specialist in outreach on LinkedIn. So this is a really good for b2b people. But also, we talk about some strategies for b2c as well, and especially for you a mortgage brokers as well. So listen out for that Jackson. Incredible guest. In fact, I took one of the things that he mentioned, I tried it on LinkedIn, and it works. It was crazy. I just started a conversation with some marketing managers who otherwise I would never spoke to. So let’s, let’s dive into this live conversation that I had with Jake into our Facebook group. Here we go. Okay. Hello, everyone. We’re back again with another expert interview. And this week, I have got Jake jog. And we’re going to be talking a b2b. LinkedIn prospecting. Hello, J. K. Do

pretty good. Thanks for having me on the show. Alex.

No worries, okay, so we’re going to, we want to. So I normally do like an icebreaker question, which is a bit random. But first of all, I just want to kind of what are people going to learn from us today, if they stick around listening

to the big core thing, two key things we can talk about today. One would be really just how to generate leads on LinkedIn, how you can basically as someone working in finance, get customers, whether it’s businesses, businesses, or even other consumers, how you can get those leads on LinkedIn, exact script systems and processes for doing that. And we can also talk a bit more if you’re overwhelmed on the content side of things, how you can simply handle some of that as well. And just get that off your plate and build systems. So that content becomes really easy.

Okay, so that’s kind of picture, we’ve got a client that’s coming to you, and then they do business fine. And say, they said, they do business loans, or, or I guess they do a business insurance product, and they’re on LinkedIn. But they kind of don’t know what they’re doing what was kind of like, I guess what, what the big mistakes that people make, to start with,

yeah, so I think by the, the big thing on LinkedIn is, like, I’ll, I’ll share. And I think probably the biggest mistake and especially people in this financial world is, if you don’t have a good value proposition or something that’s going to set you apart and make you unique, then, like, you’re probably going to fail at LinkedIn, or really most marketing tactics that you you end up imploring and, and so like, the, the, the formula I always tell people is like, you know, we’ve run 160, LinkedIn campaigns at this point. And so you take, like, you know, our frameworks, which we put people, we’ve got a handful of different frameworks. But almost everyone goes to the same approach, you multiply that by their value proposition, and that creates these results. And so their value proposition is like, really week, and they’re just like, Hey, we’re just trying to do you know, personal finance planning for anybody, then, like, we’re, it’s probably just not going to work. And so that’s like, the biggest number one mistake. And we have lots of we’ve had lots of finance people reach out to us. And, you know, there’s some more, they’ve got a unique product, they’ve got a unique hook, they’ve got some specialization, and that is what is going to be the biggest thing that makes success more than anything else, the rest of is all just tactics and doing the work.

Yeah, totally agree. Totally agree. I mean, we niche down what we do, and the benefits of that you obviously narrowing your audience, which I think is what people are afraid of. They think they’re going to miss out. But actually, I think it opens you up some more. So totally agree. That’s it? Would it be So could I be like, I do business loans for dentists? Would that be kind of Yeah,

yeah, yeah. And then. So like, I mean, that there’s a lot of ways you can do this kind of stuff. And, but like that, the other thing that I think a lot of people get scared of, especially with outreach as like, you don’t have to meet your whole company, just to do like, a LinkedIn outreach campaign. Like, if you’ve got a certain like, set of customers that are really, you know, interesting, or like, they have some unique offering, then, like, you can, you can just build a campaign around that, that you do LinkedIn outreach for, and you can kind of nice your campaign messaging around that. But you don’t have to totally change your whole website for that. Yeah. So that’s like one example. We had like one guy he didn’t go for with us. But I think those are strong value proposition of, he was basically doing these like retirement plans. And there was like, this really interesting thing for like, basically expats of Britain who had worked for these big companies that weren’t able to claim part of the retirement plan, because they now lived abroad. And so it’s like, super niche. But if you like, get the people that are passed employees, this company then like you can, you’ve got a like, no one else’s, approaching them with that kind of messaging, you know, and so that’s a thing is like, look for those unique cases and my ways to catch someone’s attention.

And how can you just craft like a really targeted campaigns are going to be break through the door and be like, Oh, this is definitely relevant to me.

Yeah, no, absolutely, again, can’t agree more on that. And I forgotten who it was that said it. And this was more about advertising. And they said, your your ad is a spear and your website can can be a net, see, your website can still cover everything. But when you’re doing that focus add that’s on that one specific thing. So again, absolutely, totally agree. Exactly. Okay. So so I assume, well, I know for sure that people make mistakes when they’re actually making that connection. Am I jumping too far ahead. When we talk about actually messaging people now, because I get a connection straight away from someone, and then that again, sa of like, what they do, and I’m just like, dude, like, come on, I have no idea who you are. And you’ve just thrown up in my inbox like, I shoot him, you’re gonna say, that’s the wrong thing to do? You’ve got a better approach.

Yeah, so there’s a handful of different approaches that I can share here. But the the biggest number one thing I’ll say is that out of any approach we take on LinkedIn, just blatantly pitching people is by far always the worst performing Yeah, it gets the lowest response rate and the lowest results. And what we find on LinkedIn works really well is just really in any sort of outreach is just don’t pitch but just try to start conversations. And so some of the approaches will say, you know, will send a kind of just a casual connection requests, because you’re just trying to get that connection accepted. And whenever they do accept that the next message we take, is really going to be very casual. And I will try a few different approaches sometimes will say, you know, I will ask a probing question. And so, you know, we might ask something like, Hey, what are your primary lead generation channels? Or what do you, you know, how often are you publishing content right now, or, you know, what are you know, what are your thoughts on XYZ? And so, you kind of asked this probing question that’s around your, your business and you’re offering and that just kind of becomes a conversation starter to get them talking. You ideally want something that’s not a yes, no, but you can actually get kind of some information back from them.

That’s one approach, we have another one where were, you know, one that I think is really relevant toward people in this kind of financial services. Space is just like trying to offer to go to coffee or lunch with people very great. If you’re just targeting a local markets and just reached out on LinkedIn, say, hey, it’s like a network would love to grab coffee, see, if there’s any way we can help each other out. Like that kind of approach works very well. And it also works really well, if you’re talking to like strategic partners, one of the most obscure in most successful campaigns we’ve had with actually a roofing company, and he reached out to insurance agents and real estate brokers, and was basically saying, Hey, you know, just thought, you know, it’d be good to connect with others in the industry, see, if we can ever refer business each other’s way, would love to grab coffee or lunch sometime, like, overwhelmed to, like, his schedule was so packed with me, and that he was like, trying to keep up with this. And it was literally just basically, like, networking him with referral partners, right. So that’s another approach to that, like these coffee meetings with other end clients, or with potential strategic partners, those are some other really good angles that would be useful for this market

absolute is that kind of opens us up to them to people that are doing like B to C, say, like, mortgages and things like that. So how can you create relationships with like, estate agents and things like that. So you’ve got those partners that are on LinkedIn. So it’s not necessarily always about going directly to the customer, right?

Yep, exactly. And that’s, again, where he was going, like, for him, he’s like, I know, I could go, I could try to put a bunch of money and to, you know, channels and try to get, you know, direct, you know, like stuff from, you know, consumers, but I’m like, I’m going to be competing there. He’s like, if I can just go and build relationships with a bunch of insurance agents that specialize in like, residential insurance. He’s like, I know that like one of those agents, even if I even if I had like a one in 20 success rate, one of those agents could refer me like 100 clients over a year if I build a good relationship with them. And so that was like his approach and like, it works super well. Literally within like, the first week, he’s like, this guy’s I mean, he’s also very personable guy. So it helps if you’re like that, but he’s, he goes golf somehow, like one of the first leads, he’s golfing with them within two weeks. And he’s like, I think they’re going to send us 100 k contract like yourself,

I was like, well, props to you for getting to the golf game that quickly and converting that out of there. So

that’s amazing. Because I think when you first said about the coffee thing, I was kind of thinking, cause that like too soon, but when it’s feels like it when it’s a partner that feels like actually, like a really good kind of apron, and they’ve yet for that, so yeah, then that. That’s awesome. That’s brilliant. OK, cool. So So I see what happens next, because you’re obviously we haven’t really talked about your business, but you’re kind of managing this process for for clients as well, what kind of happens next? Is there any way, you know, once they’ve kind of your heart, you’ve got a bit of a soft approach that how you kind of pushing that into a lead and booking calls and things like that.

Yeah, so our service, kind of what we do is like, we just handle the profile optimization, sending all the connection request, sending those messages, and then we hand the leads to someone whenever they respond and show interest. So that point where someone’s like, Yeah, I’d love to grab coffee, or Sure, it’d be interested in my quick call to talk more like, that’s the point where we hand it off. Yeah, but we actually, there’s still a lot that goes into that, because the thing was worth like an outbound lead is very, very different than an inbound lead. And so a lot of times, there’s like, you’ve got to kind of nurture like, someone might not be ready to buy. Like, typically, if you guys generate an inbound lead for someone, the great thing about inbound leads is they’re showing intense, like, Hey, I’m looking for a solution today. Yeah, with an outbound lead, you know, you might meet with a partner, and they’re like, Oh, this is cool. But I don’t have anybody right now. And you just got to kind of stay on top of mind with them, you’ve got to nurture them. So things like newsletters, or even just like having like, if you’re really organized their CRM, and you can just follow up with people once, even like once a quarter and just try to know just see how things are going. That like, is really kind of the key to it is just to get people to meetings, try to explore opportunities, if there’s an opportunity, now, you have to push forward with that. But a lot of times, it’s with outbound leads, it’s just kind of making that connection, building trust. And then keeping Top of Mind and aware of with them through content or other means like that.

Okay, brilliant. So I’m just going to step inside our audiences shoes a little minute and kind of probe you with some questions. I think they might have kind of know, maybe concerned not concerned about using your your service, but just some obstacles, which I’m sure you’ve got answers well, but so I was thinking, if you’re managing my LinkedIn profile form, and you’re doing the outreach, would it be catastrophic? If you started a conversation with someone who I already knew? And they knew me, we just weren’t connected on LinkedIn. And and you started that process and you didn’t know we knew each other? Has that ever happened? Or

is that something I would say it’s happened 160 accounts, it’s probably happened five or six times. Okay, so it can’t happen. The thing is, for customers who are really cautious of that, we just tell you to like, sync your email contact database with LinkedIn, and it’ll send connections to everybody who you’ve emailed with, yeah, probably the easiest way to avoid it. But for the most part, whenever it has happened, otherwise, our customers like, Hey, guys, have someone helping me with LinkedIn? Sorry, I got mixed into that. But it it has been mostly minimal in terms of that actually happening. So

okay, cool. And then the other one, I was thinking, because your business obviously is quite scalable. I was talking about CRM there, do you have to? Do I have to have a specific CRM to the guys? Or can you work with anyone, how you managing that side of things?

Yeah, so we have all of our customers this tool called air table, which is a kind of a service like a spreadsheet that organizes all the leads, we can set up integrations to connect with whatever CRM they’re using. But we find that not every LinkedIn responses worthy of being in you know, your CRM us. So we basically kind of, we have this joint space that we worked in, which keeps all your LinkedIn stuff organized. And then whenever you’ve got someone who’s like, Oh, this is proceeding, then like, that’s when most of our customers will move that out of disable into whatever their primary CRM is.

Okay, fantastic. So there’s kind of, I can’t think of any other reasons not to let you guys because you’re, you’re you’re doing that, because I guess, you know, it’s quite, I mean, it’s quite simple, what we’ve covered already, so anyone can kind of do it, I’m guessing the main reason why people using it is time.

Yeah, it takes it would take you at least 60 to 90 minutes a day to do this on your own, just the part that we do. Yeah, and most of our customers still have, you know, 15 to 30 minutes a day of work, just handling the leads that we give them. So

it definitely, it takes a lot of time. And so like, all in, you’d be looking at least 90 minutes to hours, if you were to run the whole outreach process and handle all the responses and do that on your own. And so that’s where we just kind of handle it. We’ve, we know, we have had, we have customers who have taken it in house, though, and they’ve got like, people who are supporting them, and they just keep running it. But the biggest people come to us is because the time and just it’s honestly hard to keep organized. So it’s a it’s a challenge. Yeah,

no, absolutely. I think the same with with what we do. We’re like managing ads and things like that. We try and get as much advice as we can. People can do it themselves. But it’s It is time consuming as well. So you know, definitely get Okay, cool. Is it is there any other advice that we can can give everyone terms of that that LinkedIn prospecting?

Yeah, I think the other big thing like maybe the high level like you, first of all you wants to LinkedIn Sales Navigator to do this is their premium version of their product. And it’s going to let you do higher volume and get way more targeted. And then the Maxi, you want to send us about 100 connection requests per day, you don’t want to go over that. Or you can risk getting your LinkedIn profile in trouble. And don’t try to do this without Sales Navigator. Or you’ll get in trouble.

Because basically, if you pay them, they let you do more activity.

And so those are the big things. And then

the other thing is also the other tip, I always tell people in terms of their LinkedIn profile is just to make sure the profile is like kind of written like a sales page, where your

your copy is about your prospect, the pain they have, and how you solve that pain, and not just a boring resume about where you went to college, and what extracurricular activities you’re in, and what career path you have. Because no one cares. Yeah. And so you want to make it really more like copy about the prospect and how you help them. And that’s going to hook people’s interests, especially your tagline on LinkedIn as well.

Okay, so have you got any good examples of timelines that either written or you’ve seen?

Yeah, so one of the, the go to, if the go to your framework that I always start with, and sometimes, you know, will modify or break out of this a bit, but I help x do or accomplish why through z. So, you know, this one guy might say, like, I help, you know, British ex pats game, you know, 20% back on their taxes through a little known facts hack or something like that, or something like that. But like something like I hope or for us, we say, you know, I helped b2b companies generate leads on LinkedIn through done for you prospecting. So, yeah, like, really just, I help you know, the, the client accomplish a results through how you do it is basically the formula that I typically start with, and will then modify off of that

brilliant and then with that description as well of like, the, because you’ve got the, I’ve got where they call, it’s not called the, the about me, but it’s kind of that that main, do you have, like a formula for writing that as well?

Yeah, there’s, um, john Nimmo has some really good content out there. And I’ve kind of just used his framework. But just like what I do, how I do it, what people are saying, or who have worked with, and then like, my contact me, so it’s like, really simple. But that like, again, it’s

nothing too crazy. They’re just trying to get make it about your prospects as opposed to resume style. Even mine. Actually, I just kind of brought it more like a really short sales page. So yeah, just keep it really short, really simple. And making it about your prospects is really the biggest shift. And I would just look into some job name I was content if you want the specifics on like, the frameworks or stuff to work out with the profile.

Okay, brilliant. We can drop the links in for those as well. Fantastic. What other kind of, I guess because you’re, I assume you guys are prospecting yourselves on LinkedIn to get more people into your service. What kind of objections to people like have the people say, Oh, I didn’t think prospecting on LinkedIn works, or is there anything else that that

it’s about it. The really interesting thing about this, and actually, so we were launching a new company right now. And so I’m actually I’ve shifted my outreach toward that. And so like, the interesting thing is, I actually have this like, buyer awareness chart here. And it’s really interesting, I started this mind map, because you start to, like, see these trends. And it starts to, like, show you like, what, where is your customers heads? And where are you thinking? And so like, that is like, the really interesting thing that comes out of outreach. And people being like, Oh, I can do this myself, or I don’t need this because I have this or I’m not big enough for this, or, you know, all these things. And you start to you learn from doing outreach who’s not a good fit. Yeah. And you start to also learn, like, what are the objections people have and like, which ones can you overcome? And which ones can you not, that’s the other really interesting part that comes out of our reach is you learn so much about your target market and how they respond to you with that

fantastic Okay, great. Okay, so let’s talk about the new business as well that and because you’re helping so we’ve got a lot of people our audience and enough Facebook group that are they’ll, they’re like, solo printers, I guess, their their self employed, and they’ve got to do their this stuff like this outreach themselves. I’ve got to do Facebook ads themselves, their SEO, maybe their website and things like that. And this new business sounds like it’s a solution for that. Awesome, some help.

Yeah, so the, the new business is its content allies is what it’s called. And basically, this, this kind of came out of fixing my own pain point. Yeah, and really, so like, I’ve been running my own website, my own blog, and like my own podcast and marketing for a long time. And along the way, I eventually realized, like, very quickly that managing the website, getting the posts online, getting the thumbnails created, getting the podcast uploaded, there’s like all these really monotonous things that come along with any like content or publishing or anything like that, I just so like,

all those little like things. And I would be like, okay, so I’m going to write an article. And then I’m going to spend another, you know, 45 minutes to an hour getting that on my website, and formatted correctly. And I like I could have written another article in that amount of time. So yeah, I started trying to get trying to solve this by hiring virtual assistants from sites like up work and stuff like that. And I just kept having them flake out on me, I had like, four people flake out on me initially, over like the years I tried this. And eventually, as I like, built up lead cookie and I had full time virtual assistants that were really vetted really strong, I started putting them into these roles to take over these content processes for me, and once I like got that system built, I was just like, this is amazing. I literally, like I record a podcast, I put it in my Dropbox, the audio files I write the headline is the only thing I write, ship it off, basically, to content allies. And then it appears on my website, like, that’s literally all I do everything after that happens. The same with the blog, I write the blog, I write what I want to go to my email list. With that, I write the status updates for LinkedIn, and Facebook, I put that all in one document, I ship it to the service. And then on the schedule, data all goes live. And I don’t even like most the time by the time what is publishing I like have forgotten that it’s even going live that day. Because I like wrote it two weeks before. Yeah. But that is like, what I’ve created for myself with this service is basically taking all those small pieces off of that, creating processes for people and streamlining that with like, virtual assistants to support on that. So we basically like create those systems. And we actually have the systems and everything to actually implement those systems for people to really free them up. So they create more, right, more, publish more and do more with their content.

Fantastic, brilliant. I think, you know, that’s so needed. Because which you can spend your so much time especially if you’re not a web designer, you’re not a web developer, you’re just like a finance person, and you want to be on the phone during sales, or you want to do this and that a marketing is is is a whole lot of work all the time. If you can free all that up. And like you say, just put that in a document and just send it off and it’d be done and you don’t have to worry about it.

I can see why there’s a bit of a running theme here that you save people a lot of time it seems

to be more productive, which is amazing.

Yeah, really, the purpose I have on our companies He’s like, is to create freedom for ourselves and our customers. Yeah, so it’s a huge running theme, with everything you put out there is like, how do we just give freedom to people? so

fantastic. But so I’m going to step back into the lead gen Fullington a little bit, you’ve got a guys on the website, haven’t you? Can you tell us what’s in there? And if that guys kind of go in and download it? What can they kind of take away from that? And is there like an action plans essentially do what you do themselves? Is that right?

Yeah, so on the lead Cookie, cookie. com website, there is a guide, there literally gives away 100% of our approaches, our scripts and our strategies. So like, I I held nothing back, that’s my goal was to make that the number one resource on the internet for LinkedIn. And to this date, I still say would be,

and it is it gives everything away. So if you go there, there’s a ton of stuff. And I, I even write some articles on my web personal website and everything about this stuff as well. But I give literally like, that tells you the exact process like this is what you should do. These are the scripts you should use. These are all the tactics like it’s straightforward exactly how to do everything.

Fantastic, brilliant. Well, that’s brilliant. I do I try and stick this to 25 minutes. And I’m just looking at my clock and we were on 25, I felt like we’ve covered loads of grounds is any other value bomb you want to leave us with before we sign off?

Yeah, I think the biggest thing I would say is just for anyone who’s in this space, it’s like the, the value proposition is everything. If your marketing isn’t working, if you’re not getting the results you want, it’s probably not due to the tactics is probably due to the fact that either your message is not resonating with people or you’re targeting the wrong people for your message. And that is just one of the biggest things took me years of marketing to really learn that and I’d be like think I was failing at something like on the tactical side. And really it all comes down to that value proposition is the foundation of everything and so if anyone just walks away and they take one piece of that that just be like know that if you’re not happy with your marketing it’s probably your proposition

and I couldn’t agree more that’s same same with my business spent don’t years I was doing like PPC SEO and it was all about the tactics on about the algorithms and all trying to inch out these little mini mini games. But soon as I looked at Nietzschean write down and branding essentially and the stuff that we were both in that you printer community and it’s all about people to people as soon as I put my face out there as well and all those things combined did more than any of the tactics put together so yeah absolutely could not agree more on that so fantastic so thanks for your time today where can I find if I want to follow you on LinkedIn I’ll share my just search your name but you on like Instagram Twitter or Facebook or

yeah the best to play our best places to look lead cookie calm is for LinkedIn lead generation content allies is for the new service more on content support and then my main hub where I actually write and publish all of my content my blog posts I put out those two articles weekly I have a daily blog and a podcast is at Jake dash Jorgen calm probably best to just try to Google that as it’s hard to spell and hopefully Google will autocratic that properly or check the show notes for this

will drop the links in visual brilliant. All right, thank you so much. And I will speak to you soon. And thank you everyone for listening. And yeah, Cheers, mate and speak to you see and then we haven’t that was Jake I learned a ton and like I said at the beginning I tried one of these concepts it worked really well for me so give it a go Don’t be spammy. But think about how you can ignite a conversation on LinkedIn and if you want to hear these interviews live join our Facebook group it’s be searched for lead generation for financial services you’ll find the group jump in there and you can also hear and see talking as which is our basically our weekly show where we discuss the social media ads that we’ve seen that week what we like what we don’t and I will see you next week. And if you’ve got two seconds Please adjust subscribe and if you wouldn’t mind leaving a review that would be amazing too. And I will see you next week.