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

033 – Chris Kennaugh – Mortgage Broker On Facebook

033 - Chris Kennaugh - Mortgage Broker On Facebook
033 - Chris Kennaugh - Mortgage Broker On Facebook

Mortgage Broker and Singer-Songwriter Chris Kennaugh has been self-employed for the last 18 months and getting some great results on Facebook.

He’s now got over 45 reviews on the platforms and is being approached almost every day to help people with their mortgage.

027 – Jim Smyth – Mortgage Broker Lead Gen

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

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

Jim Smyth On Linkedin
Jim’s Website

023 – Amy Woods – Content Repurposing

023 - Amy Woods - Content Repurposing
023 - Amy Woods - Content Repurposing

Amy runs a business called content 10X and she wants to help business owners maximise their ROI not just in terms of revenue but the time spent on creating content. She is the number one expert in repurposing content on to all the different social media channels and converting things like a podcast into videos or written articles etc.

Amy’s Website: https://www.content10x.com/

Instagram Story Ads With Video

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


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

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

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

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

My feet seven little look

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

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

let’s try and find another ad.

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

Use a sauna but are they each other remarketing

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

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

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

got capitals that is a financial services time

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

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

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

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

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


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

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

sighs I can

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

I don’t know why that’s not working

Can you do it once

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

pulled out

okay so this money

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

we’re just going to refresh that but essentially

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

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

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

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

this is going well

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

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

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

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

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

old people can’t see us can they

let me just bring us back on for a sec

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

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

something along the lines of suffering the screen or

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

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

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

but I put those titles

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

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

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

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

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

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

$20 a month if I’m doing more than

fine but this is rubbish for videos.

Yeah, yeah, I’ll do more than four

people trust us. And I can’t be mad

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

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

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

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

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

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

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

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

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

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

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

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


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

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

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

I don’t know

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

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

Five pounds a day in total

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

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

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

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

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

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


Good to see you next week everyone.

Quick Social Media Posts

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


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

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

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

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

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

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

012 – Gary Das – Mortgage Broker Leads

012 - Gary Das - Mortgage Broker Leads
012 - Gary Das - Mortgage Broker Leads

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

Gary has invested in lots of personal development in the last three years when it comes to marketing (about £100k).

He believes that branding + marketing equals leads and is practising what he preaches. You’ll find out from Gary that it’s not an overnight process but we both agree that any financial services can start to pick up traction and do more business online by creating consistent content.

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

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/

005 – Louise Brogan – Using Social Media In Financial Services

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

You know, so there’s this

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

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

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

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

that actually social medias only one of your four pillars

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

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

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

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

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

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

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


anything you can get any way I can get an emerging

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

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

I didn’t to 30 day

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

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

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

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

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

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

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

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

on shoes.

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

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

charging a good price for them as well. Yeah,

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

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

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

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

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

some heavy hitters in there

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

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

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

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

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

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

another man and asked him what he did it but he

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

are offline. I’m going to ask

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

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

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

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

Thank you so much for your time.

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

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

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