October 29, 2024 • 43 mins
Ready to take your marketing game to the next level? In part two of our Marketing 101 series, we’re diving into paid and earned media strategies to help you reach new audiences and build lasting brand buzz. From using ads strategically to making the most of organic PR, this episode covers everything you need to create a balanced, omni-channel strategy that doesn’t break the bank. Tune in for practical tips, insider tricks, and real-world examples that’ll make your marketing efforts work harder for you!
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hello, my name is Santasha Nabananga Bamblet. I'm a proud
your the Order KERNI Whoalbury and a waddery woman. And
before we get started on She's on the Money podcast,
I would like to acknowledge the traditional custodians of the
land of which this podcast is recorded on a wondery country,
acknowledging the elders, the ancestors and the next generation coming through.
(00:23):
As this podcast is about connecting, empowering, knowledge sharing and
the storytelling of you to make a difference for today
and lasting impactful tomorrow.
Speaker 2 (00:33):
Let's get into it. Hello and welcome to She's on
the Money. The podcast helps you build a business that thrives. Yes,
we're back for another business Bible episode. And I am
(00:56):
Victoria Devine, an ex financial advisor who has a background
inside ecology and I currently run several successful businesses. As always,
I am joined by my beautiful co host and friend
who is one of the hardest working side hustles I know,
Miss just Griacy. Welcome back. I'm so excited.
Speaker 3 (01:12):
I've been waiting for this episode because I feel like
we did part one and everyone's like, where's part two today?
Speaker 2 (01:18):
Today? I only do one Business Bible episode a month.
We are doing the best that we can. But welcome
to Part two of Marketing one oh one. This topic
it's juicy. We love talking marketing in this team. We
had to split it into two episodes because it was
so juicy. So if you missed part one, don't worry.
I will obviously have you covered. I will link it
in the show notes. In the first episode, Jess and
(01:40):
I we laid down the foundations of our marketing strategy.
We dove really deep into the importance of branding and
how to define your brand identity and then really lock
in your USP or your unique selling position, which is
the thing that is going to make you stand out
from the crowd. Then we got into what's called owned media.
We chatted about your website, your email list, all the
(02:00):
stuff that you control completely. It's the foundation of your
marketing arguably the most important part where you're not actually
playing by somebody else's rules, but you are speaking directly
to your audience and building a real connection. So if
you didn't listen to that, I think you should because
to me, that's the thing to absolutely nail. But today
(02:21):
we're going to talk about some stuff that you can
have a bit more fun with, Like you want to
nail the first part, and we all want to nail socials,
right and absolutely Jess is really good at social so
we've got tips and tricks from her, but those things
should come as kind of like the base.
Speaker 3 (02:35):
Right, Jess, Yeah, definitely, I will link that episode in
the show notes. If you haven't listened to it already,
definitely go back and give it a crack. But we've
laid down the branding and owned media foundations, and it
feels like the next logical step is to chat about socials, which,
to use the metaphor that we were talking about, is
a rented episode. It's a rented category, right, Yeah.
Speaker 2 (02:53):
Absolutely, it is time to get your socials sorted. Maybe
this is the kickup the butt that I need to
get back into creating TikTok's and back into it, you know,
putting my face everywhere. I know that sounds really lame,
but Jess, you and I both know deeply that the
type of social media that converts is the type of
social media that feels personal. I have fallen off the
(03:14):
bandwagon personally, so I feel like this episode is for
me as much as it is for our community, so
hopefully by the end both of us can get our
stuff together. So I am with you. I call this
the rented space because while it is a really good
tool for building visibility and engaging with your audience, you
don't actually own Facebook, or you don't own Instagram, or
(03:35):
you don't own TikTok, and this means that you're kind
of always at the mercy of the algorithm changes or
like if there are a platform updates or even jess,
which can be really scary, you could be at the
risk of having your account suspended or hacked. Like if
too many people report your content, even if it is
really great content, Facebook might be like, well that accounts
(03:56):
too much issue, just suspend it. Yeah, what a nightmare.
And relying solely on social media for your marketing, I
would say in this day and age, relatively risky because
what works today might actually completely disappear tomorrow. However, that said,
I would say it's a very critical, very important part
of your overall strategy because socials can be completely free.
(04:19):
It enables you to reach a really broad audience. You
can kind of give your audience an insight into your
brand's personality, and you're able to drive a heap of
traffic to your owned channels like your website or your
email list, and you can consistently be working on going Hey, Jess,
so I see you. We're on TikTok together, sign up
for my newsletter.
Speaker 1 (04:38):
Yeah.
Speaker 2 (04:38):
So I think that that's a really powerful connection there.
And the key is just I feel like I'm telling
you stuff you're already know, but it's to use social
media as a way to build relationships and drive people
back to those spaces that you completely own. So at
the start, I know it's really tempting to jump on
every single social media platform. I mean I did. That's
why I own every single social media handle, every single platform.
(05:01):
I'm like, well, if we're going to go all out
with this, she's on the money thing, She's on the
money Twitter, she's on the money TikTok, she's on the money.
Back in the day, musically I was across it. But
you know what, I might have had the platform, but
does that mean I used it. Absolutely not, So I
would say right now in the wild, it's super tempting
to get across all socials because, like Jess, as we
said before, free money win. In my opinion, it is
(05:24):
a one way ticket being overwhelmed and at the end
of the day, like focusing on one thing and doing
it really bloody well is so much more powerful than
doing it across the whole heap of platforms not so well. Yeah, so, Jess,
let's talk about how we can avoid this when it
comes to social media. I said before, it's best to
start with one and do it well. How would you
(05:46):
pick which one's good for you?
Speaker 3 (05:47):
I think it's going to depend a little bit on
what type of business that you have, and it's also
probably going to depend a little bit on who or
what is in your team and what you want to achieve.
So different platforms are great for different reasons. I think
that we love TikTok because reach is really vast. On
Tipto a lot more organic, it's a lot more organic,
and there seems to be a lot more predisposition to virality.
Speaker 2 (06:10):
Yeah.
Speaker 3 (06:10):
The tricky thing is is it can be hard to
figure out what will work and what won't and to
actually just test and test again, you have to do
a lot of a B testing and often it'll be
the most low fire content that does well. I think
that you least expect that takeing five seconds to make
reaches four million people and you're like, how.
Speaker 2 (06:25):
Did that happen? Me trying to show you guys how
to open a lettuce? Yeah, exactly.
Speaker 3 (06:31):
But it's stuff like that, And I think TikTok is
really great for showing brand personality, showing behind the scenes content.
I think we've spoken before two companies that we just
love consuming their content. We love Duolingo, we love the
Jazz Handmade.
Speaker 2 (06:45):
Girls, Oh my gosh, they're iconic.
Speaker 3 (06:47):
The Remy brand girls as well. I feel like they
do an awesome job of taking you behind the scenes,
and they do that really well on TikTok.
Speaker 2 (06:53):
Yeah, one hundred percent. I feel like I'm obsessed with
the Jazz had made content. They're so fun.
Speaker 3 (06:59):
Instagram share that same sort of content, and it's really
fun for real time content because obviously you have the
stories feature, so when we travel you'll often see, you know,
the ses on the money. Instagram stories will be popping
off because we're keeping you updated in real time. But
I think it's really reflecting on what you want to
achieve and assessing what those platforms offer and how that
could align to your social media strategy.
Speaker 2 (07:19):
One hundred percent. And I mean there can be like
a two birds one stone moment. So a lot of
the time, if I'm filming a video for TikTok, I
will also replicate that and post it on Instagram because
it is wild. How if I post something on TikTok,
you know, I might get five hundred views, and I'll
be like, oh, that is not going as well as
I thought it would. And a very good example obviously
(07:41):
not about brand, but like I posted a video of
my baby bump when I was pregnant on TikTok, got
like three views. I posted it on Instagram and it
got millions and it is still getting views today. Don't
know why the algorithm has picked it up, but the
algorithm on TikTok clearly didn't like it. Yes, So sometimes
(08:01):
it's not your content, And I think that that's a
really good lesson in just not taking it personally either,
like if your content isn't performing, you just need to
get back up and do more content the next day.
Like sometimes you just need to try and try again,
as opposed to going like, oh my god, that's so embarrassing,
like my video got no views. Yeah, sometimes you're just
a victim of the algorithm and that's okay. Yeah, And
(08:23):
I think that the hardest part, And like I suffer
from this a lot at the moment, the team aren't
at my neck at the moment being like the you
need to do more content, Like we need more face
to camera pieces of video. It's a lot about confidence
and feeling like, oh my god, like I don't know
if I want to put my face to the brand,
like this is so awkward. I've never spoken on camera before.
(08:45):
You can practice, You can take a whole heap of
videos and not post them, like, you can play with
it and see how you go. I think it's about
just getting out there and having a crack at it,
because at the end of the day, content is challenging
because there's such a high level of expectation nowadays of
the style of content. But like Jess, one of the
tips I've got now that you and I are both
(09:07):
really good at batching. What is batching?
Speaker 3 (09:10):
So batching is filming your content in bulk. And so
I guess sometimes when we think about the content that
we're filming or that we're consuming day to day, it
might seem like it's all being captured that moment and
we're sitting at the airport, or we're sitting in the
office we film something and there especially and absolutely like
that is a valid way working, and sometimes we do it.
That batching is really great because what you're doing is
(09:31):
you're generally coming in with a plan. So maybe you've
got six videos that you want to film, and you
know it allows you to make the most of your time.
So you might go, Okay, I've got these six videos.
I know exactly what I want to touch on in
all of them, and so I'm going to film them
back to back. I'm going to lead into one another,
so I might, you know, do a three part series
and I film them all at the same time, in
(09:52):
the same outfit, in the same spot. It's really easy.
And then I edit it down into three separate videos
or something like that, so you're batching it up all
at once. If you're someone who like me, has a
nine to five, maybe a bulk filming on the weekend
and you said it, decided a day to do it,
or if you're a business maybe you have a dedicated
day where you know you're turning up with hair and makeup,
because that makes you feel, oh.
Speaker 2 (10:10):
My gosh, if I have my hair and makeup to animal,
it's like, is there anything else you wanted filmed? Because
I'm looking and feeling my best right now exactly.
Speaker 3 (10:17):
So it's about like finding a time where you're in
the mood, in the zone, because I do think you
kind of have to be in the right headspace to
be creative content. And I feel like that's such a
big part that people don't talk about, Like the headspace
to film pieces of content is actually a really real conundrum.
Speaker 2 (10:34):
Yeah.
Speaker 3 (10:34):
And then you're capitalizing on that energy that you've got
and you're filming all of the things you want to
film at once. Maybe you're filming five videos, maybe you're
filming twenty videos, whatever, and then you have content to
feed out slowly. Yeah, And what that does is it
means that you're not getting to the end of the
day and going, oh god, I haven't filmed a TikTok.
I need film TikTok because I haven't.
Speaker 2 (10:51):
Been on the internet at all. Yeah, it's like what
shees on the money does, right, So, like we do
a heap of batch content, and that batch content sees
us through the week, right, Like you might see a
Monday video, Wednesday video, a Friday video from us, and
that might have been planned, but any of the stuff
in between that is us going, oh, we do have capacity,
We'll jump on so that we get that balance of
batching content and also feeling organic. But the pressure's taken
(11:15):
off because if we get to Friday and we're like,
oh my god, Jess, I've forgotten what's my unsolicited recommendation
for the newsletter and we get completely sidetracked. Yeah, the
social side of things is still ticking away, and it's
totally okay if we fall off the bandwagon for a day,
because don't worry. Organically, we'll jump back on it. But
there's never been a blip for our consumers, right. So
what I do is get comfortable on one platform and
(11:37):
then you can start expanding to other platforms. And a
great way to doing this is repurposing content, which I
touched on just before, but there are literal platforms that
you can use so repurpose It is a website that
you can use that you link all your socials up
and it will repurpose the content for you, so you
don't even have to manually go on and download your
(11:59):
TikTok video, remove the watermark, upload it to Instagram Stories,
right a caption, it will actually in the background. Just
do that for you and push it to multiple channels.
So one video that you film, let's, for example, say
for TikTok, you wouldn't upload to TikTok. You'd upload to
this platform and it would push to YouTube shorts, it
would push to Facebook videos, it would push to Instagram,
(12:22):
it would push to your TikTok, it would also push
to like LinkedIn short videos. And you've got that one
video going to multiple different platforms, and by doing that,
you would set rules for that platform. So I don't
love a hashtag because hashtags recently have become pushed down
by the algorithm, so people who use hashtags on Instagram
(12:45):
don't get as many views as people who don't write.
So for me, I go right, no hashtags on Instagram.
But on TikTok. TikTok is now being used more as
a search engine, so using hashtags is actually really helpful
on that platform. So you can pre code it so
that it will add particular hashtags if you use a
certain video or whatever. Anyway, it does a lot of
(13:05):
the hard work for you.
Speaker 3 (13:06):
Yeah, incredible, And what about paying to appear on social media?
Speaker 2 (13:10):
This takes us to the paid category. I think that's
a good place to go because I could go on
and on about repurposing content, Jess. But paid ads on
social media, like on Facebook or Instagram, you've probably sent
them a million times. You as a business owner, have
probably thought about them as well. But they're your way
to show your content to a bigger but more targeted audience.
So they're really good for getting your product or service
(13:33):
in front of the right people. If you know, maybe
those people haven't followed you on Instagram, or maybe don't
even know about you yet, but you can target the
right people based on their age, or their location, or
their interests, or even their behavior like whether they've visited
your website before. So say, Jess, I owned a clothing
shop and you were looking at a top of mine.
(13:53):
Then you were smart because you listened to Sheese on
the Money and you're like, I'm gonna put twenty four
hours between me and my spending as the owner of
that shop, just I really want you to buy my top.
I know that you're putting twenty four hours between you
and your spending, but I hope at the end of
that twenty four hours you come back. What I'm going
to do is retarget you. So I know that you Jess,
as an individual, have visited my website before, so I'm
(14:15):
going to send you an AD specifically that says, hey,
so you were browsing on our website, if you want
to come back for something special, his teen percent off
to get you to come back to my website, which
is really handy and actually honestly low key smart. But
also if you're not a business owner and you're listening
to this part as a marketing trap, but also as
(14:36):
a business owner, that's a very smart way to remind
the audience that you are marketing to that you still
really want our product, yessah, And like it's finding the
fine line. So for example, like I always use the
candle business right, so you could target people who follow
home to court accounts or who have recently searched up
like home fragrances as well, so they don't necessarily have
(14:56):
to have been to your website. But Google ads are
bit different to like Facebook or Instagram ads. These are
kind of like ads that sit at the top of
your Google search. So if you were searching something specific,
like you've jumped online and you're like, I really want
to know best local candle. Maybe you're looking for a
digital marketing tool and you've typed in most affordable digital
(15:18):
marketing tool. For example, Google ads is actually going to
help your business to appear first when people are searching
for something similar to what you are offering. It's like
putting your business in front of people when they're already
like at the store, ready to buy. It's like putting
it at eye level. Yeah. Like, there's a lot of
research that says the most profitable sections of the supermarket
(15:39):
are the ones that are about four and a half
feet Why because people can see that easily. I don't
have to bend down to the bottom shelf. It's why
Home Brand's always on the bottom shelf.
Speaker 3 (15:48):
A really good example of this is, you guys know,
we love Marley Spoon in this team.
Speaker 2 (15:52):
We work on them all the time.
Speaker 3 (15:54):
But did you know if you plug Marley Spoon into Google,
the first thing that shows.
Speaker 2 (15:57):
Up right at the top, Hello Fresh. Isn't that so cheeky?
Speaker 3 (16:01):
And you know that that's because their marketing team has
gone Okay, well, we know that people are looking for
Marley Spoon, we know that they're one of our biggest competitors.
Speaker 2 (16:07):
We know that I don't want Hollo Fresh, I want
my Marley Spoon correct, but.
Speaker 3 (16:11):
They've gone, you know what we'll do. We'll make ourselves
the first link. The reason I know this because it
happened to me, like googled Marley Spoons, Like I've gotten
into the web. Yeah, like the first link with that
look at like.
Speaker 2 (16:21):
How did I end up here?
Speaker 4 (16:22):
What?
Speaker 2 (16:23):
Yeah? So it's that's so cheeky, but it's so true.
And I'm not saying go dog all your competitors, but like,
let's be smart because your competitors, if you sell lip glosses,
are probably buying that space. Yeah, so make sure that
you are at least considering what that looks like, because
if you're really niche, like you are maybe going to
(16:45):
have a really niche clientele. And I want to make
sure that I'm the first person they think of completely.
I do prefer Maley Spoon soon. So all of this
could be a little bit confusing just because you're like,
oh my gosh, you've just talked about Facebook ads and
Instagram ads and Google ads, and it can feel really
all consuming and overwhelming. But do you know what Google
actually wants you to place? Ads because obviously that generates
(17:05):
the revenue, so they've made it as easy as possible.
They have whole libraries of videos online that take you
through how to do this, how to do it well,
and they actually offer free access to Google ad experts
if you're on a really type budget, which I think
is really cute. Yeah, like they're here to sport small
businesses which not paid by Google to share that. But
I think it's really important that often if you're consuming
(17:27):
content like mine, like you're going, oh, I really want
to listen to this business Bible episode because like I
need to be better at marketing and I'm literally no cash. Yes,
you can be like, oh my god, we talked about ads.
I don't have AD budget. Do you know what you
do have though? Time? And do you know what you
can do with your time? Learn about what this might
look like so that you can either do really low
cost things or you're ready when you do have budget.
(17:49):
So I think it's important to do your research. But
if you are going down the route of paying for
traffic to visit your website, I think it's so important
to make sure that your website is demised for conversion
before we start, Like I have recently finished writing my book,
The Business Bible, which comes out truly right now. But
(18:10):
I finished writing this book and I got to interview
my beautiful friend Angela Sobrano, who is the founder and
CEO of Flourish PR. And all throughout that book, I've
weaved founder stories because I think it's so important to
give real context and real examples. Anyway, when I was
interviewing her, she told me this beautiful story about like
(18:30):
clients that come to her and they're like, I really
want to work with Flourish because they have a really
good reputation, right, And she's like, yes, I see, you
want us to do PR. And PR is essentially putting
your brand somewhere so people come back to convert. But
your website, my friend, it is trash. And I do
not want to give you all of this PR. I
(18:50):
could get you on the news, I could put you
on the front page of the Age. I could do
so much stuff. I could have Jess ad Che talking
about you on her Instagram. If then your website is trash,
when they go to that website, they're going to be like, Oh,
this is not what I thought it was going to be. Jessa,
this was the most amazing lip gloss company. Their website
(19:10):
is so hard to use. I don't even know how
to look at their products. Also, they don't even have
a newsletter, like I can't sign up to stay in touch. Like,
people are going to go to your website and leave
it in point two seconds. So making sure that your
website is optimized for conversion is so important. So making
sure your site is easy to navigate, like does it
load too slowly? Well, if it loads too slowly, I'm out.
(19:34):
Does it look good on a phone as well as
a desktop. That's a big one because if you're going
to go to a website, right, and this is just
from a business owner's perspective, If I'm building my website, Jess,
I'm doing it on my desktop. I have carved out
business time. I'm sitting at my desktop, I have my
two spaceship screens, and I am in the background clicking
(19:55):
and dragging things around making it look beautiful. I'm not
designing that website on my mobile. It is so easy
to forget that most consumers are going to visit your
website for the first time on a mobile device.
Speaker 3 (20:06):
Well, especially if I get an ad on my Facebook
on my Instagram. I'm just gonna click the link one
hundred my phone.
Speaker 2 (20:11):
We are all social first, and we have this phone
in our pocket, So making sure that your website is
optimized for mobile is essential. Like, think about it, Just
is there any point in you paying to get people
to visit your site if it's not turned on and
you can't turn those visitors into customers.
Speaker 3 (20:26):
It seems like you're throwing money away.
Speaker 2 (20:27):
It's so silly.
Speaker 3 (20:29):
But what about if people don't have budget for ads,
Like if they're like me and it's just a little
small business and you just genuinely don't have to.
Speaker 2 (20:35):
Say they are so optional. I mean, I'm talking about
it because it's important for you to understand, but you
do not need to use ads. I would say that
they are an optional extra. They can work really well
if you've got a solid strategy. But from my perspective,
it's all about timing. And this is a really good example.
Just remember the time we hire that Facebook ads quote specialist. Yeah,
(20:57):
didn't go well for us, And like, this is just
a learning for you guys, because we weren't ready. Yeah,
and not only were we not ready, the ads company
was definitely taking us for a Arraj and they were like, yeah,
we can run ads, we can do this, we can
do that, But they didn't help us set up any
framework at all. Like there's so much wrong with that situation.
But it's definitely all about timing. So if you're still
(21:18):
figuring out your audience or you're refining your message, my friend,
paid ads are not for you, do not waste your money.
But once you've really dialed those things in, maybe once
you've solidified a social strategy, you are posting consistently on
Instagram and on TikTok, you know you've found a whole
heap of content that if people found your ads and
they were looking for more social proof, they could go
back to your content and consume all of the free stuff.
(21:41):
Once you're dialed into those things, maybe ads can be
a fantastic way to amplify what's already working.
Speaker 3 (21:46):
That's a really good point. And I mean to that end,
you builtchees and the money with.
Speaker 2 (21:52):
One example. I mean that was when we started. That
was when we started to get a little bit of
money in the door, and I'm like, Jess, we really
need to reinvest in the business. Yeah, one out of.
Speaker 3 (22:00):
Ten, let's go to a really quick break, and when
we come back, I want to pick your brain about
ways that businesses can get noticed without having to pay
any money at all for visibility. All right, Jess, we
are back, and before the break you said veg, I
(22:22):
want to focus on how we can get some visibility
without having to pay for it. And I think that's
why we're all here, right like we all want to
know how to get more for literally free. And I
think I would start by recommending that you focus on
the earned category, which we haven't spoken about a lot
right now, But the earned category is things like word
of mouth on a larger scale, those moments where your
(22:44):
customers or influencers or even like the press are actually
talking about your brand without you having to pay a
cent for it. So think about like reviews, think about
shout outs, think about pr or even like viral user
generated content. It's not actually about advertising. It's a third
party endorsement, which carries so much weight.
Speaker 1 (23:07):
Jess.
Speaker 2 (23:08):
You know I'm a bit of a stat scale. You
love a stat I love a statistic. Ninety three percent
of consumers consult the customer reviews section and recommendations before buying.
I'd believe it.
Speaker 3 (23:19):
I wouldn't buy a single thing without reading a review.
Never in my life, really never in my life. I
don't know if it's good, I'm putting my money down.
Speaker 2 (23:26):
I'm exactly the same, And this is so funny mesh Key.
I have recently discovered Meshki again.
Speaker 3 (23:32):
I feel like they're dresses.
Speaker 2 (23:34):
See. I used to adore their dresses, and then for
some reason, I forgot that they existed. And then I've
had a whole heap of events recently. So I've been
buying dresses on mesh key, and I rediscovered them because
of word of mouth, user generated content. I saw some
really nice dresses on some girls that I already followed,
and I was like, girl, where's I dress from? Clicked
on it?
Speaker 4 (23:53):
Do you know what?
Speaker 2 (23:54):
Then I did? I was looking at the reviews on
their website and scrolling through and just like getting that
social validation of like, yes, I'm glad that bridget one
oh one thinks that this dress is very well fitting
and oh yes it is true to size. Like why
was I so validated by that content? Just I already
knew I wanted to address I saw it on that
girl on Instagram. Yeah, but like this really pushed me,
(24:15):
I suppose over the edge, and I feel like someone
somewhere is going to be like, oh my god, b
that was me. That's exactly how I do it. But like,
if you've got a customer review section on your website,
I am consulting it. I want the random people's recommendations
that I take as gospel bridget one to one than
thank you for your service. She loved it, so therefore
(24:35):
I probably am going to as well. And we touched
on this in part one, but that statistic really reinforces
why it is so important to be asking people for reviews.
So don't be shy about following up with happy customers.
Speaker 3 (24:50):
Like, clearly there's nothing ick about asking for a review.
Speaker 2 (24:54):
Hey, you loved my business, Can you tell someone about it.
The other thing, which is user generated content, it's actually
one of the easiest ways to build trust and boost
engagement for your brand. So it's all those like photos
and videos and then the reviews which we love and
social posts that your customers create about your brand. Do
you know what I think is unhinged, Jess. When I
(25:15):
go to a brand's Instagram page and I click tagged,
because I'm always clicking tagged, I know you do the
same thing absolutely, and they don't have any tagged photos
because they've like blocked it. That is insane to me, right,
that's like free marketing and you're like, no, this is
such a big brand. They've absolutely been tagged. But you
can actually turn that feature on and off. So if
I didn't want people tagging sheese on the money, I
(25:36):
would just not let you tag. Yeah, but like social validation, Like,
I don't understand why any brand would not want their
brand tagged in user generated content. It is literally free.
It's basically social posts that your customers are creating about
how much they love the brand. Yeah. Why would I
buy a Meshki dress, post in my Meshki dress and
(25:57):
tag the brand if I didn't think I looked fire
in that trap? Totally? You know, like I want other
people to see that.
Speaker 3 (26:02):
A little sidebar though, for small businesses and brands, don't
take people's content and repost it without asking. That's a
whole other conversation. I've had some flights recently, but just
because do.
Speaker 2 (26:11):
You remember when I had that fight it Fie. Note,
you can absolutely message someone like Jess who may be
posted and this is not Meshky we're just talking. No,
it wasn't my loved dresses. But like, imagine if Jess
posted in a beautiful dress and she was like, oh yeah, great,
it's from this brand. You taking that and using as
your advertising material, I'm sorry. You either need to pay
(26:34):
or ask for that.
Speaker 3 (26:35):
Yeah, always ask commission. And some people were really happy
for you to do that. But just keep that in
mind because I know that that's something that, particularly for
small business, a lot of us might not have thought about.
And that's much more I think not acceptable, but I
would understand it a lot more.
Speaker 2 (26:47):
I understand small business. The person that did it to me.
So this is wild, and I think you guys will
just mind it juicy. But I posted a picture of
my baby, so as you guys know, I don't actually
share photos of my son's online. So I didn't share
his face, but I shared a picture of a baby
item that I was using and loving as like kind
of like a recommendation to all of my mum followers
(27:09):
and whatnot. But I didn't tag the brand because I
wasn't trying to, you know, promote the brand. I was
just sharing a mum to mum recommendation and the brand
somehow saw it, they screenshot it, they put it in
an AD, and then started sharing it. Boy did I
hit the roof. I was not happy with that because one,
I already don't share my child on socials. Don't get
(27:30):
me wrong, but that's my space to moderate, not yours.
You don't get to pick a piece of content that
I shared about my child and then use it to
gain income. Yeah. Absolutely not. Thankfully it was a really
big company, and I was like, I'm going to jump
down your throat about this. I would have been very
different if it was a small business, Like if someone
had you know, they thought it was really cool or
something like, different story, but they should have known better.
Speaker 3 (27:52):
Just a really good FYI because as you were saying,
like having those UGC videos is so invaluable. When I
think about any of the perch as I've made in
the last year, I would say like seventy five to
eighty percent of them are things that I've seen people
recommend on TikTok and it wasn't an AD, but they've
just gone, look at these cute pajamas that kmar has
oh something to that effect, and that is so invaluable.
(28:13):
But if you are taking somebody's content without their permission.
That is actually stealing, and so.
Speaker 2 (28:18):
That's not okay, absolutely not anyway, don't get yourself into trouble.
But it is also important to see how that works.
One way to get around that just is actually to
create a custom hashtag, so like be seen in Cheese
on the money or something, and in your bio you
could say use be seen in Cheese on the money
to maybe have your post reposted by us or something,
And that is going to give explicit consent because by
(28:40):
them using that tag, it means they want their content
is shared. Yes, exactly, so there are different ways about it.
But anyway, the crux of this story and the reason
sometimes small businesses accidentally steal content is because people trust
real experiences from other users way more than polished ads.
In fact, seventy nine percent say it is their decision
(29:01):
to buy, which makes sense as to why you would
want more of this on your feed. By showcasing YOUGC
content on your channels, you're not just building credibility, you're
actually fostering a community around your brand.
Speaker 3 (29:12):
And the first part is organic advocacy. Like UGC content,
it's priceless. It's one thing to pay for ads, but
I know for us, when people are out there talking
about Shees on the Money just because they genuinely love
the podcast.
Speaker 2 (29:24):
You're my favorite type of people by the way.
Speaker 3 (29:26):
Yeah, but it's something that money can't buy, and I
think is a small business owner, it brings you a
lot of joy to say that people are resonating with
your content, that they're loving your content, whether they're commenting
or something or tagging you in a post or a
video or whatever. It's really I think validating and lovely
as a business owner. Also, it does provide that social
proof to others and allows you to reach more people
(29:47):
because if I posted a video and my friends see it,
they might do exactly what VD did with the Meshkey
dress and go, oh, I love that dress. I'm then
going to buy it.
Speaker 2 (29:55):
One hundred percent. I'm like screenshotting it, saving it on
Instagram because I can't wait for an event where I
can wear this, Like it's so important. And there's so
many things that you can do to promote user generated content.
So you could run contests, so giveaways that actually ask
your consumers to share photos or videos for a chance
to win, like maybe a gift card to your store.
(30:15):
So they already love your dresses, they're going to want
more money to spend on your dresses, right, It's a
fun way to boost engagement with them one on one,
creating community, but also to create some more content so
that you can use it and then post purchase emails,
So we're going back to that stuff that you own, Jess.
Post purchase emails are a really great way to encourage shares,
(30:36):
like maybe with a tag or maybe even like an
incentive to say, hey, like if you share a photo
and tag us, we'll send you a code for ten
percent off your next purchase. Like, yeah, there are so
many things that you could do that really promote that,
even a simple call to action in your packaging, like
maybe there's like a little note or a QR code
that prompts customers to share their unboxing moments. Like there's
(30:58):
nothing I love more and I don't love influencer content
on this, so like you've got one hundred thousand followers,
this is not something I want to see from you,
but I do want to see smaller content creators, like
and I know you've done this just before where you're like,
oh my gosh, I have wanted this dress for ages
and I finally bought it and box it with me. Yeah,
I want to watch that. I want to see the
dress that you've saved up for. I want to see
what you look like in it, because I probably want
(31:18):
it now to So I think that the goal here
is to make it easy. It's to make it rewarding
for the consumer, to turn your customers into content creators
who then amplify your brand. What about getting featured.
Speaker 3 (31:32):
In traditional when new media and traditional media but like
news outlets, magazines and stuff.
Speaker 2 (31:38):
But it's so important as well, and it also plays
into that social validation. So like, say you get a
feature in a magazine Cosmopolitan has come back. I got
a whole column in Cosmopolitan for its re issue, which
is so cool. But say Cosmopolitan feature your product, you
can then use that as content to post on your socials,
which adds to that social in engagement, which adds to
(32:01):
that social validation. So before you start thinking about getting
in magazine's and traditional media, it's always good to keep
in mind that these outlets are looking for content, Like
at the end of the day, they are on the
prow you could say, for good content that they can
share that their community is going to find engaging. When
someone pitches a good story, it's actually making their job
(32:22):
really easy. So you need to put on your hat
and go, Okay, I need to make this as easy
as possible for the journalist I'm pitching to or the
publication I'm pitching to. So if you've got a compelling story,
don't be scared to pitch it. The worst thing that
can happen is they say no. But what I want
you to do is make it as easy as possible.
So if you are going to pitch something, given they're
(32:45):
looking for content and not doing more work, you need
to make your standout. So start by doing your homewowte research.
The outlet tailor the pitch to align with their audience
and the types of stories that they usually cover. Pitching
a makeup brand to the Age probably not pitching a
makeup brand to Cosmopolitan, though, that makes a lot more sense.
(33:08):
So make sure your pitch is clear, concise, to the point,
and lead with a really strong headline or a hook
that grabs attention immediately. I'd also focus on the value
that the story brings, so not like, hey, I really
would love to be in Cosmopolitan, because like I'm actually
like super impressive, like I built like all of she's
on the money, and like that's something that your community
(33:29):
should know about. Yeah, they literally don't care. You want
to focus on the value that your story brings. So
I would not pitch to a media outlet and say
I'm amazing feature me. I would say I have saved
every single person in my community at least five hundred dollars,
and I can show you how to as well. Like,
they want something that makes their readers get engaged. So
(33:50):
whether it's a unique angle or some relevant news or
some expert insights, make sure you include the essential details.
But also, they don't want a thesis. They don't have
the time, they don't have the energy. And the other
thing I'll say is these inboxes are going to blow up,
so don't forget to follow up. So following up and
(34:10):
being like, hey, was there anything else that I could
help you with? Sometimes a polite nudge can be the
difference between getting featured or being lost in the shuffle
of a busy inbox.
Speaker 1 (34:21):
Right.
Speaker 3 (34:22):
I would also say, if you have any social proof
to provide, that's really handy. I know both of us
have had articles written about like viral posts that we've
had a news dot com or a Yahoo or someone
has gone, oh my gosh, we want to take the
like viral concept and repurpose it into the story. So,
if you're actively going out and pitching and you've got
some kind of social proof, if you had a video
perform really well, or if you have a Facebook group
(34:44):
with a huge threat of comments or something like that,
I would also include that in your pitch because I
think that it shows that there is consumer interest in
the topic.
Speaker 2 (34:52):
Yeah, and I think that giving them as much information
as possible. And this is maybe going a little bit overboard,
but if I'm pitching an article that I'd love so say,
right now, I've just finished writing my book Jess. It
is about to come out. It is so exciting. However,
I would love lots of news articles to pick that up.
How many news articles actually care? Victoria Devine writes another book,
(35:13):
No One Kiss. But you know I can do. I
can create some content. I'm going to look at the news.
Cost of living is really insane right now? How about
I craft an article about how to start your side
hustle during a cost of living to take off some
financial pressure. I'm going to pitch that article to the media,
and at the bottom of the article, I can be like,
learn more about Victoria Devine. Her new book comes out,
(35:36):
so you need to make sure that you are making
it relevant. The other thing I would say, when it
comes to giving more maybe this is crazy, Jess. You
know I do this. I send a dropbox link with
a heap of photos. So obviously I'm not just going
to read an article because there are words on a page.
I need an engaging photo. And sometimes my corporate photos
aren't going to cut the must it. They want something
(35:57):
a little more casual. So I have a whole drop
box full of photos that I would be very happy
for media to use. Some in portraits, some in landscape,
some of my books, some of me with my books,
some of me not with my books, all of that
so that they don't have to have a lot of
back and forth. Like I'm telling you right now, journalist
that gets a pitch like that into their inbox, they go,
(36:19):
oh my god, that's going to make my life so easy.
I've been thinking about this, you know, position that I'm
trying to feel for this Friday. I'm going to slip
that in. Maybe they saw it and were like I
can't deal with that right now, They've got something else pressing.
That's why we follow up. Oh my god, yes that
girl she emailed me. So it's really important to kind
of keep your finger on the pulse and just there's
also a clever website that you can sign up for
(36:42):
to find pr opportunities. It's called Sauce Bottle, which I
think is funny. It's so you are ce, not sauce
like sauce like tomato. But you know how you always
see like expert quotes in articles and you might go like,
how the hell do people get featured like that? You know,
maybe you're a finance expert. You want to be featured well.
Sauce Bottle actually connects journalists and like bloggers looking for sauces.
(37:06):
That's where the Sauce Bottle comes from.
Speaker 1 (37:08):
I like it.
Speaker 2 (37:08):
Experts just like Tinder, but for like media opportunities cute.
So journalists are going to go on and they're gonna
pitch an article and they're gonna say, we're looking for
a tree expert. I need somebody who can talk really
well to fiddle leaf figs. Do you love phily? And
you might see that and go far out Brussels sprout.
(37:30):
I've got add literruly, but it might fit your expertise,
but they've never heard of you, because that's a bit niche.
It is so you can pitch yourself as the perfect
sauce amazing, So you can say, hey, I'm the fig expert.
Would you be so kind as to feature me?
Speaker 3 (37:49):
It's so handy and instead of waiting for the media
to find you putting your hand up and saying, hey,
I've got something to say about this topic, particularly if
you're keeping on top of things that are relevant and
trending and current. I think is the perfect opportunity for
small businesses and startups who are trying to get their
name out there but maybe don't have all of the
funds to spend on a pr each one hundred percent.
Speaker 2 (38:08):
And it's free because obviously the journalists just want someone
to comment and I mean me laughing about the fig
thing like, it doesn't actually have to be specific. So
back to our candle example. So you're a candle business
owner and you sign up for Source Model. You are
not just looking for opportunities to talk about candles. You're
a small business owner that might be a journalist looking
for a small business owner to talk about how hard
(38:29):
it is in this current market. You might have a
journalist that's looking for somebody just to talk about the
pressure on packaging because maybe there's a really big, you know,
article in the media at the moment about how packaging
coming out of China is delayed. They want sources that
can just make their articles more juicy and going through that,
like use it as your morning paper, go through that
(38:51):
and go are there any opportunities today that I could
get a feature in? Because often if the journal is
going to do it, they're going to be grateful because
you're adding validity to their content. But they will always
be like yep, and jess from She's on the Money said,
and you get your brand in the places that you
want it. And when you're featured on someone else's website
or in another article, it usually links back to you.
(39:12):
It's called a backlink, which is really good for boosting
your SEO and helping your website rank higher in search results.
For free Jessica, we love free.
Speaker 3 (39:22):
We love a little business money win. I feel like
we've covered a lot today.
Speaker 2 (39:25):
So much, so many rants, but I feel like you
learning about me taking on people who steal my content
me talking about figs. It's been a lot, but it's
been a journey and I hope you've learned something here.
You go, all right, So Jess, here's the thing. You
don't have to do everything all at once. I do try.
It is exhausting, so don't recommend. But if you're a
small business owner, I totally get it. It can feel
(39:46):
all consuming and overwhelming because you're wearing all the hats,
and like sometimes those hats don't fit quite right, including
being your own marketer if that's not your niche. But
the key is you don't actually need to be everywhere
right away. What I would do personally, start with the
foundations of the things that you own. So your owned
media is what we're going to focus on, like your
(40:07):
website and your email list. These are the things that
you control one hundred percent. So from my perspective, get
those foundations right, because, as I said before, what is
the point of driving traffic and creating all this beautiful
social content if the home that you're sending them to
is disheveled? Absolutely silly idea. But once you've built that
(40:27):
solid foundation out, you can then kind of layer in
rented media like social media platforms, and these are great
for visibility, but you need to remember that you are
renting their space jest, so you don't actually own the audience.
And then over time you can add in earned media
through reviews and some PR and some UGC and eventually
(40:47):
paid ads to scale up, Like, you don't have to
jump into paying for things immediately, and by slowly building
this platform, you're creating what I would call, get this
a solid omni channel strategy. That's what I've written down
here without overwhelming yourself very fancy.
Speaker 3 (41:03):
I think definitely start small, get comfortable with one platform
or one focus at a time, and eventually you'll find
yourself with a well balanced strategy that works for you
and your business exactly.
Speaker 2 (41:14):
And if today you are starting your candle business and
you're like, but it's all consuming and overwhelming, and all
of my competitors are on every single platform, they were
once in your position too, So it is so important
to not compare somebody else's like middlegame or their end
game to you at the very beginning. Maybe use those
things and be like, oh, that's good learning, So I
wonder what they had to learn to get here, and
(41:35):
like start taking things from that, but Jess, that is
sadly all we have time for today. So if you
want even more tips, support, maybe a little bit of inspiration,
I'm there. Join the Business Bible community on Facebook. It's
a space where like minded business owners can ask questions
and share advice and connect with one another.
Speaker 3 (41:52):
It's the perfect place to find your people are the
small business owners who are going through the same challenges
that you're facing and can share what's worked for them.
It's like a little built in support.
Speaker 2 (42:00):
One hundred percent. And if you didn't hear it, my
book a book. I wrote another book, and pre sales
are available for my book, The Business Bible. It comes
out on November the twenty six, which is wild. So
I'm going to link that in the show notes because
I heard it was a really good book and.
Speaker 3 (42:17):
Man takes you from start to finish, step by step
of everything you need you know.
Speaker 2 (42:20):
Literally, and it's got so many little founder stories intertwined
into it. And do you know how much stuff I've
packed into there that you can do for free, Like
that's literally my bread and butter. We will see you
next month for another episode of the Business Bible.
Speaker 1 (42:31):
Guys.
Speaker 2 (42:32):
Hie the Advice shed on. She's on the Money is
generally nature and does not consider your individual circumstances. She's
on the Money exists purely for educational purposes and should
not be relied upon to make an investment or financial decision.
If you do choose to buy a financial.
Speaker 4 (42:54):
Product, read the PDS TMD and obtain appropriate financial.
Speaker 2 (42:57):
Advice tailored towards your needs.
Speaker 4 (43:00):
Torria Divine and Sheese on the Money are authorized representatives
of money sherper P T y L t D A
b N three two one six four nine two seven
seven zero eight a F s L four five one
two eight nine
Hello, my name is Santasha Nabananga Bamblet. I'm a proud
your the Order KERNI Whoalbury and a waddery woman. And
before we get started on She's on the Money podcast,
I would like to acknowledge the traditional custodians of the
land of which this podcast is recorded on a wondery country,
acknowledging the elders, the ancestors and the next generation coming through.
(00:23):
As this podcast is about connecting, empowering, knowledge sharing and
the storytelling of you to make a difference for today
and lasting impactful tomorrow.
Speaker 2 (00:33):
Let's get into it. Hello and welcome to She's on
the Money. The podcast helps you build a business that thrives. Yes,
we're back for another business Bible episode. And I am
(00:56):
Victoria Devine, an ex financial advisor who has a background
inside ecology and I currently run several successful businesses. As always,
I am joined by my beautiful co host and friend
who is one of the hardest working side hustles I know,
Miss just Griacy. Welcome back. I'm so excited.
Speaker 3 (01:12):
I've been waiting for this episode because I feel like
we did part one and everyone's like, where's part two today?
Speaker 2 (01:18):
Today? I only do one Business Bible episode a month.
We are doing the best that we can. But welcome
to Part two of Marketing one oh one. This topic
it's juicy. We love talking marketing in this team. We
had to split it into two episodes because it was
so juicy. So if you missed part one, don't worry.
I will obviously have you covered. I will link it
in the show notes. In the first episode, Jess and
(01:40):
I we laid down the foundations of our marketing strategy.
We dove really deep into the importance of branding and
how to define your brand identity and then really lock
in your USP or your unique selling position, which is
the thing that is going to make you stand out
from the crowd. Then we got into what's called owned media.
We chatted about your website, your email list, all the
(02:00):
stuff that you control completely. It's the foundation of your
marketing arguably the most important part where you're not actually
playing by somebody else's rules, but you are speaking directly
to your audience and building a real connection. So if
you didn't listen to that, I think you should because
to me, that's the thing to absolutely nail. But today
(02:21):
we're going to talk about some stuff that you can
have a bit more fun with, Like you want to
nail the first part, and we all want to nail socials,
right and absolutely Jess is really good at social so
we've got tips and tricks from her, but those things
should come as kind of like the base.
Speaker 3 (02:35):
Right, Jess, Yeah, definitely, I will link that episode in
the show notes. If you haven't listened to it already,
definitely go back and give it a crack. But we've
laid down the branding and owned media foundations, and it
feels like the next logical step is to chat about socials, which,
to use the metaphor that we were talking about, is
a rented episode. It's a rented category, right, Yeah.
Speaker 2 (02:53):
Absolutely, it is time to get your socials sorted. Maybe
this is the kickup the butt that I need to
get back into creating TikTok's and back into it, you know,
putting my face everywhere. I know that sounds really lame,
but Jess, you and I both know deeply that the
type of social media that converts is the type of
social media that feels personal. I have fallen off the
(03:14):
bandwagon personally, so I feel like this episode is for
me as much as it is for our community, so
hopefully by the end both of us can get our
stuff together. So I am with you. I call this
the rented space because while it is a really good
tool for building visibility and engaging with your audience, you
don't actually own Facebook, or you don't own Instagram, or
(03:35):
you don't own TikTok, and this means that you're kind
of always at the mercy of the algorithm changes or
like if there are a platform updates or even jess,
which can be really scary, you could be at the
risk of having your account suspended or hacked. Like if
too many people report your content, even if it is
really great content, Facebook might be like, well that accounts
(03:56):
too much issue, just suspend it. Yeah, what a nightmare.
And relying solely on social media for your marketing, I
would say in this day and age, relatively risky because
what works today might actually completely disappear tomorrow. However, that said,
I would say it's a very critical, very important part
of your overall strategy because socials can be completely free.
(04:19):
It enables you to reach a really broad audience. You
can kind of give your audience an insight into your
brand's personality, and you're able to drive a heap of
traffic to your owned channels like your website or your
email list, and you can consistently be working on going Hey, Jess,
so I see you. We're on TikTok together, sign up
for my newsletter.
Speaker 1 (04:38):
Yeah.
Speaker 2 (04:38):
So I think that that's a really powerful connection there.
And the key is just I feel like I'm telling
you stuff you're already know, but it's to use social
media as a way to build relationships and drive people
back to those spaces that you completely own. So at
the start, I know it's really tempting to jump on
every single social media platform. I mean I did. That's
why I own every single social media handle, every single platform.
(05:01):
I'm like, well, if we're going to go all out
with this, she's on the money thing, She's on the
money Twitter, she's on the money TikTok, she's on the money.
Back in the day, musically I was across it. But
you know what, I might have had the platform, but
does that mean I used it. Absolutely not, So I
would say right now in the wild, it's super tempting
to get across all socials because, like Jess, as we
said before, free money win. In my opinion, it is
(05:24):
a one way ticket being overwhelmed and at the end
of the day, like focusing on one thing and doing
it really bloody well is so much more powerful than
doing it across the whole heap of platforms not so well. Yeah, so, Jess,
let's talk about how we can avoid this when it
comes to social media. I said before, it's best to
start with one and do it well. How would you
(05:46):
pick which one's good for you?
Speaker 3 (05:47):
I think it's going to depend a little bit on
what type of business that you have, and it's also
probably going to depend a little bit on who or
what is in your team and what you want to achieve.
So different platforms are great for different reasons. I think
that we love TikTok because reach is really vast. On
Tipto a lot more organic, it's a lot more organic,
and there seems to be a lot more predisposition to virality.
Speaker 2 (06:10):
Yeah.
Speaker 3 (06:10):
The tricky thing is is it can be hard to
figure out what will work and what won't and to
actually just test and test again, you have to do
a lot of a B testing and often it'll be
the most low fire content that does well. I think
that you least expect that takeing five seconds to make
reaches four million people and you're like, how.
Speaker 2 (06:25):
Did that happen? Me trying to show you guys how
to open a lettuce? Yeah, exactly.
Speaker 3 (06:31):
But it's stuff like that, And I think TikTok is
really great for showing brand personality, showing behind the scenes content.
I think we've spoken before two companies that we just
love consuming their content. We love Duolingo, we love the
Jazz Handmade.
Speaker 2 (06:45):
Girls, Oh my gosh, they're iconic.
Speaker 3 (06:47):
The Remy brand girls as well. I feel like they
do an awesome job of taking you behind the scenes,
and they do that really well on TikTok.
Speaker 2 (06:53):
Yeah, one hundred percent. I feel like I'm obsessed with
the Jazz had made content. They're so fun.
Speaker 3 (06:59):
Instagram share that same sort of content, and it's really
fun for real time content because obviously you have the
stories feature, so when we travel you'll often see, you know,
the ses on the money. Instagram stories will be popping
off because we're keeping you updated in real time. But
I think it's really reflecting on what you want to
achieve and assessing what those platforms offer and how that
could align to your social media strategy.
Speaker 2 (07:19):
One hundred percent. And I mean there can be like
a two birds one stone moment. So a lot of
the time, if I'm filming a video for TikTok, I
will also replicate that and post it on Instagram because
it is wild. How if I post something on TikTok,
you know, I might get five hundred views, and I'll
be like, oh, that is not going as well as
I thought it would. And a very good example obviously
(07:41):
not about brand, but like I posted a video of
my baby bump when I was pregnant on TikTok, got
like three views. I posted it on Instagram and it
got millions and it is still getting views today. Don't
know why the algorithm has picked it up, but the
algorithm on TikTok clearly didn't like it. Yes, So sometimes
(08:01):
it's not your content, And I think that that's a
really good lesson in just not taking it personally either,
like if your content isn't performing, you just need to
get back up and do more content the next day.
Like sometimes you just need to try and try again,
as opposed to going like, oh my god, that's so embarrassing,
like my video got no views. Yeah, sometimes you're just
a victim of the algorithm and that's okay. Yeah, And
(08:23):
I think that the hardest part, And like I suffer
from this a lot at the moment, the team aren't
at my neck at the moment being like the you
need to do more content, Like we need more face
to camera pieces of video. It's a lot about confidence
and feeling like, oh my god, like I don't know
if I want to put my face to the brand,
like this is so awkward. I've never spoken on camera before.
(08:45):
You can practice, You can take a whole heap of
videos and not post them, like, you can play with
it and see how you go. I think it's about
just getting out there and having a crack at it,
because at the end of the day, content is challenging
because there's such a high level of expectation nowadays of
the style of content. But like Jess, one of the
tips I've got now that you and I are both
(09:07):
really good at batching. What is batching?
Speaker 3 (09:10):
So batching is filming your content in bulk. And so
I guess sometimes when we think about the content that
we're filming or that we're consuming day to day, it
might seem like it's all being captured that moment and
we're sitting at the airport, or we're sitting in the
office we film something and there especially and absolutely like
that is a valid way working, and sometimes we do it.
That batching is really great because what you're doing is
(09:31):
you're generally coming in with a plan. So maybe you've
got six videos that you want to film, and you
know it allows you to make the most of your time.
So you might go, Okay, I've got these six videos.
I know exactly what I want to touch on in
all of them, and so I'm going to film them
back to back. I'm going to lead into one another,
so I might, you know, do a three part series
and I film them all at the same time, in
(09:52):
the same outfit, in the same spot. It's really easy.
And then I edit it down into three separate videos
or something like that, so you're batching it up all
at once. If you're someone who like me, has a
nine to five, maybe a bulk filming on the weekend
and you said it, decided a day to do it,
or if you're a business maybe you have a dedicated
day where you know you're turning up with hair and makeup,
because that makes you feel, oh.
Speaker 2 (10:10):
My gosh, if I have my hair and makeup to animal,
it's like, is there anything else you wanted filmed? Because
I'm looking and feeling my best right now exactly.
Speaker 3 (10:17):
So it's about like finding a time where you're in
the mood, in the zone, because I do think you
kind of have to be in the right headspace to
be creative content. And I feel like that's such a
big part that people don't talk about, Like the headspace
to film pieces of content is actually a really real conundrum.
Speaker 2 (10:34):
Yeah.
Speaker 3 (10:34):
And then you're capitalizing on that energy that you've got
and you're filming all of the things you want to
film at once. Maybe you're filming five videos, maybe you're
filming twenty videos, whatever, and then you have content to
feed out slowly. Yeah, And what that does is it
means that you're not getting to the end of the
day and going, oh god, I haven't filmed a TikTok.
I need film TikTok because I haven't.
Speaker 2 (10:51):
Been on the internet at all. Yeah, it's like what
shees on the money does, right, So, like we do
a heap of batch content, and that batch content sees
us through the week, right, Like you might see a
Monday video, Wednesday video, a Friday video from us, and
that might have been planned, but any of the stuff
in between that is us going, oh, we do have capacity,
We'll jump on so that we get that balance of
batching content and also feeling organic. But the pressure's taken
(11:15):
off because if we get to Friday and we're like,
oh my god, Jess, I've forgotten what's my unsolicited recommendation
for the newsletter and we get completely sidetracked. Yeah, the
social side of things is still ticking away, and it's
totally okay if we fall off the bandwagon for a day,
because don't worry. Organically, we'll jump back on it. But
there's never been a blip for our consumers, right. So
what I do is get comfortable on one platform and
(11:37):
then you can start expanding to other platforms. And a
great way to doing this is repurposing content, which I
touched on just before, but there are literal platforms that
you can use so repurpose It is a website that
you can use that you link all your socials up
and it will repurpose the content for you, so you
don't even have to manually go on and download your
(11:59):
TikTok video, remove the watermark, upload it to Instagram Stories,
right a caption, it will actually in the background. Just
do that for you and push it to multiple channels.
So one video that you film, let's, for example, say
for TikTok, you wouldn't upload to TikTok. You'd upload to
this platform and it would push to YouTube shorts, it
would push to Facebook videos, it would push to Instagram,
(12:22):
it would push to your TikTok, it would also push
to like LinkedIn short videos. And you've got that one
video going to multiple different platforms, and by doing that,
you would set rules for that platform. So I don't
love a hashtag because hashtags recently have become pushed down
by the algorithm, so people who use hashtags on Instagram
(12:45):
don't get as many views as people who don't write.
So for me, I go right, no hashtags on Instagram.
But on TikTok. TikTok is now being used more as
a search engine, so using hashtags is actually really helpful
on that platform. So you can pre code it so
that it will add particular hashtags if you use a
certain video or whatever. Anyway, it does a lot of
(13:05):
the hard work for you.
Speaker 3 (13:06):
Yeah, incredible, And what about paying to appear on social media?
Speaker 2 (13:10):
This takes us to the paid category. I think that's
a good place to go because I could go on
and on about repurposing content, Jess. But paid ads on
social media, like on Facebook or Instagram, you've probably sent
them a million times. You as a business owner, have
probably thought about them as well. But they're your way
to show your content to a bigger but more targeted audience.
So they're really good for getting your product or service
(13:33):
in front of the right people. If you know, maybe
those people haven't followed you on Instagram, or maybe don't
even know about you yet, but you can target the
right people based on their age, or their location, or
their interests, or even their behavior like whether they've visited
your website before. So say, Jess, I owned a clothing
shop and you were looking at a top of mine.
(13:53):
Then you were smart because you listened to Sheese on
the Money and you're like, I'm gonna put twenty four
hours between me and my spending as the owner of
that shop, just I really want you to buy my top.
I know that you're putting twenty four hours between you
and your spending, but I hope at the end of
that twenty four hours you come back. What I'm going
to do is retarget you. So I know that you Jess,
as an individual, have visited my website before, so I'm
(14:15):
going to send you an AD specifically that says, hey,
so you were browsing on our website, if you want
to come back for something special, his teen percent off
to get you to come back to my website, which
is really handy and actually honestly low key smart. But
also if you're not a business owner and you're listening
to this part as a marketing trap, but also as
(14:36):
a business owner, that's a very smart way to remind
the audience that you are marketing to that you still
really want our product, yessah, And like it's finding the
fine line. So for example, like I always use the
candle business right, so you could target people who follow
home to court accounts or who have recently searched up
like home fragrances as well, so they don't necessarily have
(14:56):
to have been to your website. But Google ads are
bit different to like Facebook or Instagram ads. These are
kind of like ads that sit at the top of
your Google search. So if you were searching something specific,
like you've jumped online and you're like, I really want
to know best local candle. Maybe you're looking for a
digital marketing tool and you've typed in most affordable digital
(15:18):
marketing tool. For example, Google ads is actually going to
help your business to appear first when people are searching
for something similar to what you are offering. It's like
putting your business in front of people when they're already
like at the store, ready to buy. It's like putting
it at eye level. Yeah. Like, there's a lot of
research that says the most profitable sections of the supermarket
(15:39):
are the ones that are about four and a half
feet Why because people can see that easily. I don't
have to bend down to the bottom shelf. It's why
Home Brand's always on the bottom shelf.
Speaker 3 (15:48):
A really good example of this is, you guys know,
we love Marley Spoon in this team.
Speaker 2 (15:52):
We work on them all the time.
Speaker 3 (15:54):
But did you know if you plug Marley Spoon into Google,
the first thing that shows.
Speaker 2 (15:57):
Up right at the top, Hello Fresh. Isn't that so cheeky?
Speaker 3 (16:01):
And you know that that's because their marketing team has
gone Okay, well, we know that people are looking for
Marley Spoon, we know that they're one of our biggest competitors.
Speaker 2 (16:07):
We know that I don't want Hollo Fresh, I want
my Marley Spoon correct, but.
Speaker 3 (16:11):
They've gone, you know what we'll do. We'll make ourselves
the first link. The reason I know this because it
happened to me, like googled Marley Spoons, Like I've gotten
into the web. Yeah, like the first link with that
look at like.
Speaker 2 (16:21):
How did I end up here?
Speaker 4 (16:22):
What?
Speaker 2 (16:23):
Yeah? So it's that's so cheeky, but it's so true.
And I'm not saying go dog all your competitors, but like,
let's be smart because your competitors, if you sell lip glosses,
are probably buying that space. Yeah, so make sure that
you are at least considering what that looks like, because
if you're really niche, like you are maybe going to
(16:45):
have a really niche clientele. And I want to make
sure that I'm the first person they think of completely.
I do prefer Maley Spoon soon. So all of this
could be a little bit confusing just because you're like,
oh my gosh, you've just talked about Facebook ads and
Instagram ads and Google ads, and it can feel really
all consuming and overwhelming. But do you know what Google
actually wants you to place? Ads because obviously that generates
(17:05):
the revenue, so they've made it as easy as possible.
They have whole libraries of videos online that take you
through how to do this, how to do it well,
and they actually offer free access to Google ad experts
if you're on a really type budget, which I think
is really cute. Yeah, like they're here to sport small
businesses which not paid by Google to share that. But
I think it's really important that often if you're consuming
(17:27):
content like mine, like you're going, oh, I really want
to listen to this business Bible episode because like I
need to be better at marketing and I'm literally no cash. Yes,
you can be like, oh my god, we talked about ads.
I don't have AD budget. Do you know what you
do have though? Time? And do you know what you
can do with your time? Learn about what this might
look like so that you can either do really low
cost things or you're ready when you do have budget.
(17:49):
So I think it's important to do your research. But
if you are going down the route of paying for
traffic to visit your website, I think it's so important
to make sure that your website is demised for conversion
before we start, Like I have recently finished writing my book,
The Business Bible, which comes out truly right now. But
(18:10):
I finished writing this book and I got to interview
my beautiful friend Angela Sobrano, who is the founder and
CEO of Flourish PR. And all throughout that book, I've
weaved founder stories because I think it's so important to
give real context and real examples. Anyway, when I was
interviewing her, she told me this beautiful story about like
(18:30):
clients that come to her and they're like, I really
want to work with Flourish because they have a really
good reputation, right, And she's like, yes, I see, you
want us to do PR. And PR is essentially putting
your brand somewhere so people come back to convert. But
your website, my friend, it is trash. And I do
not want to give you all of this PR. I
(18:50):
could get you on the news, I could put you
on the front page of the Age. I could do
so much stuff. I could have Jess ad Che talking
about you on her Instagram. If then your website is trash,
when they go to that website, they're going to be like, Oh,
this is not what I thought it was going to be. Jessa,
this was the most amazing lip gloss company. Their website
(19:10):
is so hard to use. I don't even know how
to look at their products. Also, they don't even have
a newsletter, like I can't sign up to stay in touch. Like,
people are going to go to your website and leave
it in point two seconds. So making sure that your
website is optimized for conversion is so important. So making
sure your site is easy to navigate, like does it
load too slowly? Well, if it loads too slowly, I'm out.
(19:34):
Does it look good on a phone as well as
a desktop. That's a big one because if you're going
to go to a website, right, and this is just
from a business owner's perspective, If I'm building my website, Jess,
I'm doing it on my desktop. I have carved out
business time. I'm sitting at my desktop, I have my
two spaceship screens, and I am in the background clicking
(19:55):
and dragging things around making it look beautiful. I'm not
designing that website on my mobile. It is so easy
to forget that most consumers are going to visit your
website for the first time on a mobile device.
Speaker 3 (20:06):
Well, especially if I get an ad on my Facebook
on my Instagram. I'm just gonna click the link one
hundred my phone.
Speaker 2 (20:11):
We are all social first, and we have this phone
in our pocket, So making sure that your website is
optimized for mobile is essential. Like, think about it, Just
is there any point in you paying to get people
to visit your site if it's not turned on and
you can't turn those visitors into customers.
Speaker 3 (20:26):
It seems like you're throwing money away.
Speaker 2 (20:27):
It's so silly.
Speaker 3 (20:29):
But what about if people don't have budget for ads,
Like if they're like me and it's just a little
small business and you just genuinely don't have to.
Speaker 2 (20:35):
Say they are so optional. I mean, I'm talking about
it because it's important for you to understand, but you
do not need to use ads. I would say that
they are an optional extra. They can work really well
if you've got a solid strategy. But from my perspective,
it's all about timing. And this is a really good example.
Just remember the time we hire that Facebook ads quote specialist. Yeah,
(20:57):
didn't go well for us, And like, this is just
a learning for you guys, because we weren't ready. Yeah,
and not only were we not ready, the ads company
was definitely taking us for a Arraj and they were like, yeah,
we can run ads, we can do this, we can
do that, But they didn't help us set up any
framework at all. Like there's so much wrong with that situation.
But it's definitely all about timing. So if you're still
(21:18):
figuring out your audience or you're refining your message, my friend,
paid ads are not for you, do not waste your money.
But once you've really dialed those things in, maybe once
you've solidified a social strategy, you are posting consistently on
Instagram and on TikTok, you know you've found a whole
heap of content that if people found your ads and
they were looking for more social proof, they could go
back to your content and consume all of the free stuff.
(21:41):
Once you're dialed into those things, maybe ads can be
a fantastic way to amplify what's already working.
Speaker 3 (21:46):
That's a really good point. And I mean to that end,
you builtchees and the money with.
Speaker 2 (21:52):
One example. I mean that was when we started. That
was when we started to get a little bit of
money in the door, and I'm like, Jess, we really
need to reinvest in the business. Yeah, one out of.
Speaker 3 (22:00):
Ten, let's go to a really quick break, and when
we come back, I want to pick your brain about
ways that businesses can get noticed without having to pay
any money at all for visibility. All right, Jess, we
are back, and before the break you said veg, I
(22:22):
want to focus on how we can get some visibility
without having to pay for it. And I think that's
why we're all here, right like we all want to
know how to get more for literally free. And I
think I would start by recommending that you focus on
the earned category, which we haven't spoken about a lot
right now, But the earned category is things like word
of mouth on a larger scale, those moments where your
(22:44):
customers or influencers or even like the press are actually
talking about your brand without you having to pay a
cent for it. So think about like reviews, think about
shout outs, think about pr or even like viral user
generated content. It's not actually about advertising. It's a third
party endorsement, which carries so much weight.
Speaker 1 (23:07):
Jess.
Speaker 2 (23:08):
You know I'm a bit of a stat scale. You
love a stat I love a statistic. Ninety three percent
of consumers consult the customer reviews section and recommendations before buying.
I'd believe it.
Speaker 3 (23:19):
I wouldn't buy a single thing without reading a review.
Never in my life, really never in my life. I
don't know if it's good, I'm putting my money down.
Speaker 2 (23:26):
I'm exactly the same, And this is so funny mesh Key.
I have recently discovered Meshki again.
Speaker 3 (23:32):
I feel like they're dresses.
Speaker 2 (23:34):
See. I used to adore their dresses, and then for
some reason, I forgot that they existed. And then I've
had a whole heap of events recently. So I've been
buying dresses on mesh key, and I rediscovered them because
of word of mouth, user generated content. I saw some
really nice dresses on some girls that I already followed,
and I was like, girl, where's I dress from? Clicked
on it?
Speaker 4 (23:53):
Do you know what?
Speaker 2 (23:54):
Then I did? I was looking at the reviews on
their website and scrolling through and just like getting that
social validation of like, yes, I'm glad that bridget one
oh one thinks that this dress is very well fitting
and oh yes it is true to size. Like why
was I so validated by that content? Just I already
knew I wanted to address I saw it on that
girl on Instagram. Yeah, but like this really pushed me,
(24:15):
I suppose over the edge, and I feel like someone
somewhere is going to be like, oh my god, b
that was me. That's exactly how I do it. But like,
if you've got a customer review section on your website,
I am consulting it. I want the random people's recommendations
that I take as gospel bridget one to one than
thank you for your service. She loved it, so therefore
(24:35):
I probably am going to as well. And we touched
on this in part one, but that statistic really reinforces
why it is so important to be asking people for reviews.
So don't be shy about following up with happy customers.
Speaker 3 (24:50):
Like, clearly there's nothing ick about asking for a review.
Speaker 2 (24:54):
Hey, you loved my business, Can you tell someone about it.
The other thing, which is user generated content, it's actually
one of the easiest ways to build trust and boost
engagement for your brand. So it's all those like photos
and videos and then the reviews which we love and
social posts that your customers create about your brand. Do
you know what I think is unhinged, Jess. When I
(25:15):
go to a brand's Instagram page and I click tagged,
because I'm always clicking tagged, I know you do the
same thing absolutely, and they don't have any tagged photos
because they've like blocked it. That is insane to me, right,
that's like free marketing and you're like, no, this is
such a big brand. They've absolutely been tagged. But you
can actually turn that feature on and off. So if
I didn't want people tagging sheese on the money, I
(25:36):
would just not let you tag. Yeah, but like social validation, Like,
I don't understand why any brand would not want their
brand tagged in user generated content. It is literally free.
It's basically social posts that your customers are creating about
how much they love the brand. Yeah. Why would I
buy a Meshki dress, post in my Meshki dress and
(25:57):
tag the brand if I didn't think I looked fire
in that trap? Totally? You know, like I want other
people to see that.
Speaker 3 (26:02):
A little sidebar though, for small businesses and brands, don't
take people's content and repost it without asking. That's a
whole other conversation. I've had some flights recently, but just
because do.
Speaker 2 (26:11):
You remember when I had that fight it Fie. Note,
you can absolutely message someone like Jess who may be
posted and this is not Meshky we're just talking. No,
it wasn't my loved dresses. But like, imagine if Jess
posted in a beautiful dress and she was like, oh yeah, great,
it's from this brand. You taking that and using as
your advertising material, I'm sorry. You either need to pay
(26:34):
or ask for that.
Speaker 3 (26:35):
Yeah, always ask commission. And some people were really happy
for you to do that. But just keep that in
mind because I know that that's something that, particularly for
small business, a lot of us might not have thought about.
And that's much more I think not acceptable, but I
would understand it a lot more.
Speaker 2 (26:47):
I understand small business. The person that did it to me.
So this is wild, and I think you guys will
just mind it juicy. But I posted a picture of
my baby, so as you guys know, I don't actually
share photos of my son's online. So I didn't share
his face, but I shared a picture of a baby
item that I was using and loving as like kind
of like a recommendation to all of my mum followers
(27:09):
and whatnot. But I didn't tag the brand because I
wasn't trying to, you know, promote the brand. I was
just sharing a mum to mum recommendation and the brand
somehow saw it, they screenshot it, they put it in
an AD, and then started sharing it. Boy did I
hit the roof. I was not happy with that because one,
I already don't share my child on socials. Don't get
(27:30):
me wrong, but that's my space to moderate, not yours.
You don't get to pick a piece of content that
I shared about my child and then use it to
gain income. Yeah. Absolutely not. Thankfully it was a really
big company, and I was like, I'm going to jump
down your throat about this. I would have been very
different if it was a small business, Like if someone
had you know, they thought it was really cool or
something like, different story, but they should have known better.
Speaker 3 (27:52):
Just a really good FYI because as you were saying,
like having those UGC videos is so invaluable. When I
think about any of the perch as I've made in
the last year, I would say like seventy five to
eighty percent of them are things that I've seen people
recommend on TikTok and it wasn't an AD, but they've
just gone, look at these cute pajamas that kmar has
oh something to that effect, and that is so invaluable.
(28:13):
But if you are taking somebody's content without their permission.
That is actually stealing, and so.
Speaker 2 (28:18):
That's not okay, absolutely not anyway, don't get yourself into trouble.
But it is also important to see how that works.
One way to get around that just is actually to
create a custom hashtag, so like be seen in Cheese
on the money or something, and in your bio you
could say use be seen in Cheese on the money
to maybe have your post reposted by us or something,
And that is going to give explicit consent because by
(28:40):
them using that tag, it means they want their content
is shared. Yes, exactly, so there are different ways about it.
But anyway, the crux of this story and the reason
sometimes small businesses accidentally steal content is because people trust
real experiences from other users way more than polished ads.
In fact, seventy nine percent say it is their decision
(29:01):
to buy, which makes sense as to why you would
want more of this on your feed. By showcasing YOUGC
content on your channels, you're not just building credibility, you're
actually fostering a community around your brand.
Speaker 3 (29:12):
And the first part is organic advocacy. Like UGC content,
it's priceless. It's one thing to pay for ads, but
I know for us, when people are out there talking
about Shees on the Money just because they genuinely love
the podcast.
Speaker 2 (29:24):
You're my favorite type of people by the way.
Speaker 3 (29:26):
Yeah, but it's something that money can't buy, and I
think is a small business owner, it brings you a
lot of joy to say that people are resonating with
your content, that they're loving your content, whether they're commenting
or something or tagging you in a post or a
video or whatever. It's really I think validating and lovely
as a business owner. Also, it does provide that social
proof to others and allows you to reach more people
(29:47):
because if I posted a video and my friends see it,
they might do exactly what VD did with the Meshkey
dress and go, oh, I love that dress. I'm then
going to buy it.
Speaker 2 (29:55):
One hundred percent. I'm like screenshotting it, saving it on
Instagram because I can't wait for an event where I
can wear this, Like it's so important. And there's so
many things that you can do to promote user generated content.
So you could run contests, so giveaways that actually ask
your consumers to share photos or videos for a chance
to win, like maybe a gift card to your store.
(30:15):
So they already love your dresses, they're going to want
more money to spend on your dresses, right, It's a
fun way to boost engagement with them one on one,
creating community, but also to create some more content so
that you can use it and then post purchase emails,
So we're going back to that stuff that you own, Jess.
Post purchase emails are a really great way to encourage shares,
(30:36):
like maybe with a tag or maybe even like an
incentive to say, hey, like if you share a photo
and tag us, we'll send you a code for ten
percent off your next purchase. Like, yeah, there are so
many things that you could do that really promote that,
even a simple call to action in your packaging, like
maybe there's like a little note or a QR code
that prompts customers to share their unboxing moments. Like there's
(30:58):
nothing I love more and I don't love influencer content
on this, so like you've got one hundred thousand followers,
this is not something I want to see from you,
but I do want to see smaller content creators, like
and I know you've done this just before where you're like,
oh my gosh, I have wanted this dress for ages
and I finally bought it and box it with me. Yeah,
I want to watch that. I want to see the
dress that you've saved up for. I want to see
what you look like in it, because I probably want
(31:18):
it now to So I think that the goal here
is to make it easy. It's to make it rewarding
for the consumer, to turn your customers into content creators
who then amplify your brand. What about getting featured.
Speaker 3 (31:32):
In traditional when new media and traditional media but like
news outlets, magazines and stuff.
Speaker 2 (31:38):
But it's so important as well, and it also plays
into that social validation. So like, say you get a
feature in a magazine Cosmopolitan has come back. I got
a whole column in Cosmopolitan for its re issue, which
is so cool. But say Cosmopolitan feature your product, you
can then use that as content to post on your socials,
which adds to that social in engagement, which adds to
(32:01):
that social validation. So before you start thinking about getting
in magazine's and traditional media, it's always good to keep
in mind that these outlets are looking for content, Like
at the end of the day, they are on the
prow you could say, for good content that they can
share that their community is going to find engaging. When
someone pitches a good story, it's actually making their job
(32:22):
really easy. So you need to put on your hat
and go, Okay, I need to make this as easy
as possible for the journalist I'm pitching to or the
publication I'm pitching to. So if you've got a compelling story,
don't be scared to pitch it. The worst thing that
can happen is they say no. But what I want
you to do is make it as easy as possible.
So if you are going to pitch something, given they're
(32:45):
looking for content and not doing more work, you need
to make your standout. So start by doing your homewowte research.
The outlet tailor the pitch to align with their audience
and the types of stories that they usually cover. Pitching
a makeup brand to the Age probably not pitching a
makeup brand to Cosmopolitan, though, that makes a lot more sense.
(33:08):
So make sure your pitch is clear, concise, to the point,
and lead with a really strong headline or a hook
that grabs attention immediately. I'd also focus on the value
that the story brings, so not like, hey, I really
would love to be in Cosmopolitan, because like I'm actually
like super impressive, like I built like all of she's
on the money, and like that's something that your community
(33:29):
should know about. Yeah, they literally don't care. You want
to focus on the value that your story brings. So
I would not pitch to a media outlet and say
I'm amazing feature me. I would say I have saved
every single person in my community at least five hundred dollars,
and I can show you how to as well. Like,
they want something that makes their readers get engaged. So
(33:50):
whether it's a unique angle or some relevant news or
some expert insights, make sure you include the essential details.
But also, they don't want a thesis. They don't have
the time, they don't have the energy. And the other
thing I'll say is these inboxes are going to blow up,
so don't forget to follow up. So following up and
(34:10):
being like, hey, was there anything else that I could
help you with? Sometimes a polite nudge can be the
difference between getting featured or being lost in the shuffle
of a busy inbox.
Speaker 1 (34:21):
Right.
Speaker 3 (34:22):
I would also say, if you have any social proof
to provide, that's really handy. I know both of us
have had articles written about like viral posts that we've
had a news dot com or a Yahoo or someone
has gone, oh my gosh, we want to take the
like viral concept and repurpose it into the story. So,
if you're actively going out and pitching and you've got
some kind of social proof, if you had a video
perform really well, or if you have a Facebook group
(34:44):
with a huge threat of comments or something like that,
I would also include that in your pitch because I
think that it shows that there is consumer interest in
the topic.
Speaker 2 (34:52):
Yeah, and I think that giving them as much information
as possible. And this is maybe going a little bit overboard,
but if I'm pitching an article that I'd love so say,
right now, I've just finished writing my book Jess. It
is about to come out. It is so exciting. However,
I would love lots of news articles to pick that up.
How many news articles actually care? Victoria Devine writes another book,
(35:13):
No One Kiss. But you know I can do. I
can create some content. I'm going to look at the news.
Cost of living is really insane right now? How about
I craft an article about how to start your side
hustle during a cost of living to take off some
financial pressure. I'm going to pitch that article to the media,
and at the bottom of the article, I can be like,
learn more about Victoria Devine. Her new book comes out,
(35:36):
so you need to make sure that you are making
it relevant. The other thing I would say, when it
comes to giving more maybe this is crazy, Jess. You
know I do this. I send a dropbox link with
a heap of photos. So obviously I'm not just going
to read an article because there are words on a page.
I need an engaging photo. And sometimes my corporate photos
aren't going to cut the must it. They want something
(35:57):
a little more casual. So I have a whole drop
box full of photos that I would be very happy
for media to use. Some in portraits, some in landscape,
some of my books, some of me with my books,
some of me not with my books, all of that
so that they don't have to have a lot of
back and forth. Like I'm telling you right now, journalist
that gets a pitch like that into their inbox, they go,
(36:19):
oh my god, that's going to make my life so easy.
I've been thinking about this, you know, position that I'm
trying to feel for this Friday. I'm going to slip
that in. Maybe they saw it and were like I
can't deal with that right now, They've got something else pressing.
That's why we follow up. Oh my god, yes that
girl she emailed me. So it's really important to kind
of keep your finger on the pulse and just there's
also a clever website that you can sign up for
(36:42):
to find pr opportunities. It's called Sauce Bottle, which I
think is funny. It's so you are ce, not sauce
like sauce like tomato. But you know how you always
see like expert quotes in articles and you might go like,
how the hell do people get featured like that? You know,
maybe you're a finance expert. You want to be featured well.
Sauce Bottle actually connects journalists and like bloggers looking for sauces.
(37:06):
That's where the Sauce Bottle comes from.
Speaker 1 (37:08):
I like it.
Speaker 2 (37:08):
Experts just like Tinder, but for like media opportunities cute.
So journalists are going to go on and they're gonna
pitch an article and they're gonna say, we're looking for
a tree expert. I need somebody who can talk really
well to fiddle leaf figs. Do you love phily? And
you might see that and go far out Brussels sprout.
(37:30):
I've got add literruly, but it might fit your expertise,
but they've never heard of you, because that's a bit niche.
It is so you can pitch yourself as the perfect
sauce amazing, So you can say, hey, I'm the fig expert.
Would you be so kind as to feature me?
Speaker 3 (37:49):
It's so handy and instead of waiting for the media
to find you putting your hand up and saying, hey,
I've got something to say about this topic, particularly if
you're keeping on top of things that are relevant and
trending and current. I think is the perfect opportunity for
small businesses and startups who are trying to get their
name out there but maybe don't have all of the
funds to spend on a pr each one hundred percent.
Speaker 2 (38:08):
And it's free because obviously the journalists just want someone
to comment and I mean me laughing about the fig
thing like, it doesn't actually have to be specific. So
back to our candle example. So you're a candle business
owner and you sign up for Source Model. You are
not just looking for opportunities to talk about candles. You're
a small business owner that might be a journalist looking
for a small business owner to talk about how hard
(38:29):
it is in this current market. You might have a
journalist that's looking for somebody just to talk about the
pressure on packaging because maybe there's a really big, you know,
article in the media at the moment about how packaging
coming out of China is delayed. They want sources that
can just make their articles more juicy and going through that,
like use it as your morning paper, go through that
(38:51):
and go are there any opportunities today that I could
get a feature in? Because often if the journal is
going to do it, they're going to be grateful because
you're adding validity to their content. But they will always
be like yep, and jess from She's on the Money said,
and you get your brand in the places that you
want it. And when you're featured on someone else's website
or in another article, it usually links back to you.
(39:12):
It's called a backlink, which is really good for boosting
your SEO and helping your website rank higher in search results.
For free Jessica, we love free.
Speaker 3 (39:22):
We love a little business money win. I feel like
we've covered a lot today.
Speaker 2 (39:25):
So much, so many rants, but I feel like you
learning about me taking on people who steal my content
me talking about figs. It's been a lot, but it's
been a journey and I hope you've learned something here.
You go, all right, So Jess, here's the thing. You
don't have to do everything all at once. I do try.
It is exhausting, so don't recommend. But if you're a
small business owner, I totally get it. It can feel
(39:46):
all consuming and overwhelming because you're wearing all the hats,
and like sometimes those hats don't fit quite right, including
being your own marketer if that's not your niche. But
the key is you don't actually need to be everywhere
right away. What I would do personally, start with the
foundations of the things that you own. So your owned
media is what we're going to focus on, like your
(40:07):
website and your email list. These are the things that
you control one hundred percent. So from my perspective, get
those foundations right, because, as I said before, what is
the point of driving traffic and creating all this beautiful
social content if the home that you're sending them to
is disheveled? Absolutely silly idea. But once you've built that
(40:27):
solid foundation out, you can then kind of layer in
rented media like social media platforms, and these are great
for visibility, but you need to remember that you are
renting their space jest, so you don't actually own the audience.
And then over time you can add in earned media
through reviews and some PR and some UGC and eventually
(40:47):
paid ads to scale up, Like, you don't have to
jump into paying for things immediately, and by slowly building
this platform, you're creating what I would call, get this
a solid omni channel strategy. That's what I've written down
here without overwhelming yourself very fancy.
Speaker 3 (41:03):
I think definitely start small, get comfortable with one platform
or one focus at a time, and eventually you'll find
yourself with a well balanced strategy that works for you
and your business exactly.
Speaker 2 (41:14):
And if today you are starting your candle business and
you're like, but it's all consuming and overwhelming, and all
of my competitors are on every single platform, they were
once in your position too, So it is so important
to not compare somebody else's like middlegame or their end
game to you at the very beginning. Maybe use those
things and be like, oh, that's good learning, So I
wonder what they had to learn to get here, and
(41:35):
like start taking things from that, but Jess, that is
sadly all we have time for today. So if you
want even more tips, support, maybe a little bit of inspiration,
I'm there. Join the Business Bible community on Facebook. It's
a space where like minded business owners can ask questions
and share advice and connect with one another.
Speaker 3 (41:52):
It's the perfect place to find your people are the
small business owners who are going through the same challenges
that you're facing and can share what's worked for them.
It's like a little built in support.
Speaker 2 (42:00):
One hundred percent. And if you didn't hear it, my
book a book. I wrote another book, and pre sales
are available for my book, The Business Bible. It comes
out on November the twenty six, which is wild. So
I'm going to link that in the show notes because
I heard it was a really good book and.
Speaker 3 (42:17):
Man takes you from start to finish, step by step
of everything you need you know.
Speaker 2 (42:20):
Literally, and it's got so many little founder stories intertwined
into it. And do you know how much stuff I've
packed into there that you can do for free, Like
that's literally my bread and butter. We will see you
next month for another episode of the Business Bible.
Speaker 1 (42:31):
Guys.
Speaker 2 (42:32):
Hie the Advice shed on. She's on the Money is
generally nature and does not consider your individual circumstances. She's
on the Money exists purely for educational purposes and should
not be relied upon to make an investment or financial decision.
If you do choose to buy a financial.
Speaker 4 (42:54):
Product, read the PDS TMD and obtain appropriate financial.
Speaker 2 (42:57):
Advice tailored towards your needs.
Speaker 4 (43:00):
Torria Divine and Sheese on the Money are authorized representatives
of money sherper P T y L t D A
b N three two one six four nine two seven
seven zero eight a F s L four five one
two eight nine
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