Original subtitles

Hello and welcome to the organic content marketing for lead generation module.

My name is Brooks Van Norman, and I'm very excited to be sharing with you the

tools and strategies to help you generate leads on demand with organic content.

So what are the goals of this module? Well, it's to get people to respond to

you with organic content so you can learn how to do that without ads, tons of

automation or putting together complicated webinars.

It's to become a trusted, likable authority in your market and generate

leads. On demand. With posts that you put up on

social media, being trusted means being honest and direct about the truth of

what's going on in your market.

It means being likable, and that means

showing people that you're a real human being by being relatable, humble and

grateful because people buy from people.

And so much of what's going on with

content and Business Today misses this huge opportunity by just being cold and

corporate and using stock photos.

And it just doesn't.

So we're going to show you how to use this strategy to really get the attention

and trust of your market.

Being an authority means taking a strong

stance on issues in your market by taking the opposite position, like what's known

as killing sacred cows or demolishing false beliefs that your audience needs to

hear. So organic content for lead generation.

By the end of this module, you'll know how to get people to respond to and

convert into leads with your content, create effective messaging for social

platforms like LinkedIn and Facebook, and avoid the most common mistakes that kill

conversions with this strategy.

So what is organic content?

Well, it's content that you produce and publish where your market is.

And we're going to leverage the keynote speaker effect here versus the lowly

attendee and what I mean by that? Think about any time you've gone to a

conference and there's somebody who might be a keynote speaker that kicks off the

conference, maybe you were that keynote speaker.

Compare the attention that you get or that person gets when they come off the

stage and start talking to the people in the audience.

People tend to swarm around them.

People tend to say, hey, can I connect

with you? Can I follow up with you?

If you've ever been in this situation, you know that you're immediately in

authority because you're the person who.

Was the keynote talking as a subject

matter expert at that event, and this is the effect that we want you to have by

putting up content in certain categories on social media.

The difference here is that if you think about having the networking strategy

where you're working the floor, you're handing out business cards, it's a lot

harder to generate leads that way than when you're the person who's the expert

and seen as the expert that was talking stage so that's the power of organic

content. And I'm going to show you in this module

how to create certain types of content that will create that effect

automatically. That is the same that you might see at a

conference. And organic content gets distributed

through free channels, which we call the feed is that thing that you scroll

through endlessly with your thumb swiping up, swiping up on either Facebook.

Linkedin or Instagram? And we're going to show you how to avoid

the most common mistakes that kill conversions.

All right, let's talk about some foundations, key foundation.

Number one, you must know your target market, and this is really the most

important foundation of all the foundations.

You must understand your market and what they want.

Really have to go through the other module in this course about establishing

and getting clear on your buyer avatar.

Highly recommended.

If you haven't done that, because you'll never get attention in your market unless

you know your buyer intimately.

You've got to know what they want.

Do they want to be educated? Do they want to be informed?

Do they want to be validated? Do they want to get motivation?

Do they need to be acknowledged? Do they want to matter?

Do they want the truth? These are all important questions.

You to answer as you go forward in the creation of your content.

Otherwise you're going to blend in with the noise and not be able to strike a

nerve with the people that you want to get as leads and customers or clients.

Key foundation number two you must focus on growing your audience of target

customers. If this does not work, if you only have

like 56 of your former colleagues from your prior job, or another industry you

worked in, and a few friends and family in your network, you've got to focus on

building a network of people you want to do business with, and you've got to do

that daily. This has to be something that you do

daily, so whether you are in groups on Facebook or LinkedIn or you are following

hashtags which you can do.

With the Vbo platform, this is called

social listening. We talk about that in another part of the

training. These are our ways where you can find

people who have common interests, common questions, common struggles, and you need

to be, if you're on Facebook, friending those people, sending them friend

requests. And if you're on LinkedIn, you need to be

reaching out and sending them connection requests.

And I'll give you some frameworks and some models later in this module that you

can use to do that.

Without coming across as too salesy or

scammy or spammy, so remember this is a daily ritual, and the best way to think

about this is in the context of like, a magazine subscription.

Magazines are all about special interest subjects, so the people who buy

subscriptions to those magazines, they're interested in whatever it is that

magazine talks about, and your social feed and network is exactly the same

thing. And once I got my mind.

Around the power of that, it was really exciting because I realized it's almost

limitless how many people I can add to my network who are interested in what it is

that I have to offer.

So when you think about it that way,

that's a captive audience that you can continue to grow on a daily basis for

free. It's such a tremendous opportunity.

So if you think about that, it should really give you the inspiration to be

looking for people in groups, in hashtags.

And in other locations where you can connect with those people and get them to

join your network.

So it's really got to be targeted.

Foundation number three you've got to be consistent.

This doesn't work with a post here and there.

You've probably heard the analogy.

It's like going to the gym.

You can't go to the gym once and expect to be awesome.

It's just got to be something you keep doing.

And ideally, if you're doubling down on this strategy, you have to be publishing

something at least three, preferably 7 times A week.

Your audience is on there, and the more you add people to your network from

foundation number two, the greater chance you have of getting in front of them with

the. Strategy that I'm going to share with

you. And the most important thing in terms of

what you're putting out is to just keep it simple.

Don't overthink it.

This is a cocktail party, not really like

the hardcore networking event.

And if you keep that mindset and stay

casual and cool about the experience, you're going to come across as a lot more

likable, a lot more trustworthy, and ultimately have a lot more authority

because you're just there to communicate on some levels that I'll share with you

in a moment, which are a lot better than what most people do.

Which is always pitching and always putting out cold content.

So keep it consistent.

If you're going to commit to a strategy,

stick with it.

If three days a week is all you can

handle, do it.

That's guidance on key foundation number.

Three all right key foundation number four.

You must look the part.

So the key here is that your profile has

to be primed.

So what do I mean by that?

Well, whether we're talking about LinkedIn or Facebook.

Or both.

Your personal profile, which is what we

recommend you use for creation of organic content.

You really need to look like the industry that you serve, or be in the industry

that you serve.

So if you're an agency serving dentists,

have pictures of you working with dentists.

Make sure that your picture is professional.

Make sure that your banner has something to do with dental practices, or if you're

an agency that helps chiropractors, something to do with helping

chiropractors. If you're a business that provides a

service, like maybe HVAC or landscaping services, make sure that everything about

your profile is specific to the thing that you do.

So if it's HVAC, make sure you're there, standing in front of your company van or

in front of your office.

Or if your landscaping, make sure there's

like a banner of your company logo, or maybe you standing in front of a

completed job that a customer hired you for.

Really important, because you've got to remember how people will see you.

If your profile doesn't look the part, then it isn't going to be as effective

the strategies that I'm going to share with you.

Your profile is really like a landing page.

And this is an important paradigm shift to make is that a lot of people think,

oh, it's just social, it doesn't matter.

It does matter.

You really have to think about your social profile, your personal profile, as

a marketing landing page that people are going to come to and they're going to

judge you, they're going to check you out.

So it's really important to look the part.

And some of the best guidance that I can give on this is to remove any political

and religious. Content or affiliations.

It's just not worth it to share your personal beliefs on these areas because

of the business impact that it could have.

Yes, it's true that you might create some customer affinity if you do leave it on

there, but the risk of offending other customers who don't agree with your

political or religious affiliations? It's just not worth it.

So that's what a primed profile means.

Your articles.

Your posts, your photo, your headline, your headline really needs to say who you

serve and what you do.

You really need to talk about all these

things and get them updated.

There are services on companies like

Fiverr F iver.com who can help you overhaul your profile,

and for a very small fee, they can give you guidance on what your profile should

look like, if you're having any concerns about that.

And if you've got any questions, just reach out to us.

We're happy to share some examples and some strategies for you.

Key foundation number five validate before you automate.

Now this is a great point with relation to vibot is a platform that is designed

to help you grow your business and grow with you as your business grows.

And so the key here is if you can't get organic content to work, you're not going

to get ads to work.

And those are really the two key

foundational elements of.

Scaling your business.

So what do I mean by that? Well, if you can't get attention in your

market with organic content, if you can't create engagement, if you can't drum up

some leads and business, you're never going to get ads to work because it means

you don't understand your market.

You cannot strike a nerve with them.

And that's so critical.

And the beauty of getting organic working

is that by the time you do go to ads, they literally rate themselves, because

now you know your market, you know what they respond to.

You know what gets their attention.

And then ads become that much easier.

And the other thing that's wonderful about this approach is that organic

content will actually help your paid content when you get to that level.

I'll give you an example.

If you're in the feed and you see an ad

for a product or service that you like, whether you click through to the offer

that ad is putting in front of you or not isn't really the point.

Many times people will actually click on the company name and go check out their

Facebook page. They'll go look at the content that's

there, then maybe they'll come back.

Then click through to the offer in the ad

and if that profile isn't primed and there's not content on that person or

that business is profile then.

If it looks like a ghost town, well,

there's going to be no trust, there's going to be no authority, there's going

to be no likability.

So now you can see why having that

organic content in the background makes such a difference.

Because human nature is such that people are nosy.

They're going to go check you out.

So if you don't have your profile primed

and you don't have organic content, at least three articles, at least five

posts, then it's going to be really difficult to make ads work.

All right, let's talk about.

Pitfalls here?

Number one, thinking that you are going to have this figured out overnight.

This is a process, and it's a process that is the best way to get to know your

audience through content.

And the reality is the first week or two

of this is probably going to feel awful and it's going to be awful.

But by the end you will start to build some momentum.

And you know.

It's about understanding your leading and

lagging indicators.

So leading indicators is people

connecting with you or liking your posts.

Lag indicators are private messages and

people getting on the phone with you and you also being very proactive and pulling

them into the next step which is reaching out.

And if anybody likes a post or a content asking them if they have any needs in the

area that you work in.

It's about doing the right thing because

it's the right thing and.

Then letting the results catch up.

That's what lagging indicators are all about.

And again, consistency is key here, and this is especially true when you're

running ads on Facebook or LinkedIn, because as I said in the prior slide,

it's an ecosystem.

Ads don't exist in a vacuum.

People are going to check you out.

All right.

So the goals of organic, number one is market research and validation.

Now you might be saying, well, I already know my market.

Well, that's true, you might.

But do you know the content that they

respond to? Do you know the messaging that they

respond to? Because if you don't, this is the

opportunity and the best channel to do that.

And so the key here is a question, can you create the kind of messaging that

will cause people to book time with you and pull out their credit cards?

To buy from you want to find out what that messaging is before you go spend 100

hours and ten thousand dollars on an automated funnel or ads that don't work.

So that's really important is to use the organic phase and organic activity to

understand your market and validate your offer with that.

Second is getting quick cash flow going to fund your growth.

Also the ability to generate sales opportunities when you want really

important and engagement.

Now engagement is seeing what your market

responds to.

It's more than just likes and shares.

And by the way, engagement isn't just about those publicly visible lakes and

shares. It's also about the private

conversations. Many times that's even more valuable as a

lagging indicator.

So when you're on the phone with leads

that you will be generating through your organic content, ask people what post.

Or what part of your message and your content resonated with them?

And finally, it's about becoming an authority in your space.

Back to the magazine subscription analogy that I gave a moment ago.

And this is such an awesome opportunity that we have in front of us to use

organic content for free to become an authority.

Because when you do that in your market, it just makes everything easier and

cheaper to build your business because you're a known entity where people will

start seeking you out.

To work with you.

So people always ask, what kind of content?

Should I do video? Should I do text?

Should I do images? Should I do text and images?

Should I do video and text? Well, the answer is whatever is easiest

for you to do consistently.

Some people say videos better.

Yeah, that's true.

If you can do some video, I'm going to

suggest some different ways and places you can use video can be tough out of the

gate, especially if you're new to this.

It can feel like it's overwhelming.

I understand it can feel like.

You're very self-conscious How do I look?

How do I sound? These are things you can grow into, but

if you're not comfortable with video out of the gate, writing is really important.

And don't worry about being a copywriter either, right?

The way you would write to your clients in an email, write the way you would

write to your friends.

The key with organic is just to be

natural, just to be a normal human being.

Don't get fancy.

As I said before, if you start overthinking this stuff, it is not going

to work and you're not going to want to do it.

The key is consistency and do whatever modality here is going to be the one that

you're going to be able to do at least three, preferably 5 to 7 times per week.

All right.

What you need and what you don't need.

Well, one thing you really don't need to succeed if you're really just starting to

grow your business is a fancy website.

In fact, there is an inverse relationship

between small and early businesses and fancy websites.

What you do need is great targeting and great targeting means who are your target

customers? I talked about that buyer Avatar exercise

that we have.

Another part of this Academy and it's

really important for you to go through that so that you know who your buyer is

and where you can find them using the tools available to you on the different

social platforms. And you need a great offer, which is

absolutely critical. You need to be able to offer something

that solves a pain or helps your target market capitalize on an opportunity in

their market. So yeah, don't worry about a fancy

website. Basic website is more than fine.

You don't have to spend a ton of money on it.

The basics is absolutely fine.

And with vbo you can add landing pages in

there that can be absolutely delivered quickly by you and create.

The landing page that you need to convert to get a lead, just focus on great

targeting and make sure that the offer you have and you're bringing to market is

1. That people need when you put your call

to action out there, which I'll be talking about in a few minutes.

All right, let's talk about resource assessments.

First thing I want you to remember is everybody starts at 0.

If you're coming into this thinking, OK, well, I've got my mom and my son and my

wife and my friends on social media.

Now I'm going to start putting out like

business related content.

What are they going to think of me?

Just don't worry about it.

Just know that they're going to be

watching and cheering you from the sidelines and you're going to be

transforming your online presence into an organic pro.

This is going to help you grow your business.

So if you don't have a social media following, remember everybody starts at 0

social media following is the people that starts to follow you because of your

content that you'll be creating and the people that you're proactively reaching

out to and connecting with unfriending so if you don't have a social media

following, I'm going to show you some strategies here in a moment to start

building that up.

But you can also think about is there

someone in your market who does? Because if there is, you can connect with

them to do a joint venture.

You can reach out and say, hey, I'm in

this industry and I'm in this business and I'd like to know if you'd like to

work together and we can split the profits on anybody that buys my product

or service through your network.

So that is a really powerful leverage.

To help you build your business.

Do you belong to any groups that contain

your buyer avatar? If not, join them.

There's plenty of groups on Facebook and on LinkedIn.

Very important to be leveraging those and taking advantage of connecting with

people in those groups.

So make a list of the places that your

avatar hangs out on LinkedIn groups, Facebook groups and on hashtags are very

powerful and in V boat we give you the ability to follow hashtags and this is

called social listening and you can use the platform.

To follow particular hashtags on Instagram and on Twitter for subject

matters that are related to your business, and then start posting and

connecting with people in those places.

All right, two prerequisites here for

being successful with organic content, number one is know that you already have

what it takes.

Be confident.

Just know that you're already in this business.

You already have all that takes to help your customers.

So don't worry about what your friends or your sister or your kids or your

colleagues are thinking about when they see your posts.

It's one of the greatest head games that people struggle with when they go into

the organic content creation mode as they worry.

What are other people thinking? Well, I can tell you also from personal

experience, people aren't thinking about you.

They're thinking about themselves.

So the most important thing is to get the

content out there that resonates with your audience.

Focus on that, put your energy into that.

And remember, this is about your

expertise, not your experience.

Nobody really cares that you have five

ten or 20 years in a certain industry.

What they care is whether you can help

them solve a problem or.

Capitalize on an opportunity, and in

order to do that, it requires expertise and the demonstration of your expertise

I'm going to show you how to do.

With something called the content matrix

later in this module.

Ok. So be confident you've got this and

focus on the expertise that you have in your industry.

All right.

I'm going to talk about something now

called fractional content and there's three types here.

So what is fractional content? Well, organic content is the stuff that

you are putting out there, but there's fractions of it or chunks of it or

different types of it.

So the first is direct outreach, so

direct outreach. Could be when you connect with people and

you then reach out to them through private messenger.

So both LinkedIn and Facebook have private messenger channels that you can

then message somebody after you've connected with them.

A big nono and social media is not to message people until you have connected

them into your network.

It's very important for at least the

reason that if they don't know you when you start messaging them, they could kind

of report you both.

Platforms have mechanisms to report

people that message them without being connected.

And of course with email, if you have a list what we're going to talk about in

the content matrix here in a moment, you can use with email as well.

So direct outreach to your network that should be growing why?

Because you're adding new people every day, number two leveraged content.

So leveraged content is the stuff that you put in your feed.

It's that video, it's that post.

That's text.

It's the image with text.

Leveraged content is what gets seen by

more and more people in your ever growing network.

That's what leveraged content is.

And the third piece is referrals and

joint ventures, which I talked about a moment ago.

This is where you're borrowing other people's.

Contents, and you're splitting the profits.

You're also borrowing their contacts as well.

So direct outreach.

This again is where you're searching and

connecting with your buyer avatar, wherever they are in a group, maybe on a

post that you saw they liked.

This does require that you spend some

time of course on these platforms.

And the key is be human.

When you're connecting and doing direct outreach in messenger, don't pitch.

It's the most valuable piece of advice I can give you for direct outreaches.

And this is the biggest mistake as so many people connect and then they

immediately go into a pitch.

They say, hey, great to be connected.

Can I get on a call with you and tell you how my thing works?

Well, human nature just doesn't work that way.

So be human.

Ask how you can help.

Be gracious.

Say hey, I'd love to get on a call to

learn more about what you do.

You know the old adage to be interesting,

be interested.

So those are probably the four best tips

I can give you for successful direct outreach and outreach.

Formula that has proven to work with many of our customers is you make a connection

request. Ideally you put something in the

connection request that is related to some common element that.

To share with that person and then after they accept your connection request you

can send one to two follow up messages after you connect.

So a formula for a possible connection message.

Let's say you saw somebody who made a comment on a post that is relevant to

what you do in your industry and you looked at that person's profile and maybe

there might be a good or ideal customer or client for your business.

So as a connection message you could send something like this, you could say, hey

Jim, saw your comments or posts the other day.

About how important quality service is, thought it would be great to connect

Sally or you could say, hey Jim, saw your comment on the post the other day that

Sally made. I guess we both agree.

Great services.

A thing that's rare these days, or

something like that.

Whatever you would write again in your

own words. So that would be your connection message.

And then after the person accepts your connection request, one to two days

later, you could send a message that's kind of like this.

It could be.

Jim, thanks for accepting my connection

request. It's great to have you in my network.

Please let me know if I can introduce you to anyone.

It would be great to learn more about what you do sometime or something like

that again. Just very chill.

No pitching, just being cool again.

It's a cocktail party, right?

It's not like a hardcore networking event.

So that is a possible first message and then second message, which might be the

limit to messages after you've connected, maybe four to six days later is something

like this.

Jim just wanted to reach out again and

say thanks again for joining my network.

I don't like it when people connect and

then try to sell or pitch me.

I'm not about that either.

But I genuinely like to learn more about what you do if you're up for a quick call

sometime. And I have found and we have found that

this cadence and this strategy of messages delivers tremendous results.

Number one, it's just so powerfully human and genuine.

And number two, there's nothing about selling in here at all.

This is just about, as I said a moment ago, being interested, which makes you

interesting. It's just a natural law of human nature.

But the other really powerful thing here is if number one, you have targeted your

buyer avatar and you've reached out to a person that is a potential fit for what

you offer. And number two, your profile is primed

and you look the part.

People are going to check you out during

this message cadence and right after you've reached out to connect with them.

And what that does is give them that frame of mind coming into the call if

they do agree or accept a call.

I have a call with you now.

They already know who you are and what you do, and it just makes it so much

easier. So it's kind of like the unsellables

method. It's like the unpitched method.

It's like by the time you get on the call, they kind of already know what you

do. They already know what industry you're in

and it just makes that call so much easier.

Ok. Let's talk about some lag indicators.

And what I mean here is that if you're

going to go to the effort to actually do this on a consistent basis, it's

important to know if what you're doing is producing the right result.

I said earlier, it's important to do the right thing because it's the right thing,

but it's also important to know if you're actually getting anywhere with it.

So because we've done so much of this and we've helped so many of our customers do

this, what we've found is that there's actually some data and some benchmarks

that we have.

To be good indicators as to whether or

not. You're performing within an acceptable

standard for. Direct outreach.

And so we have a spreadsheet that we can share with you.

It's a part of this module.

It'll be linked somewhere below this

video. So it's a very simple spreadsheet and you

can use it to keep track of your number of connections that you make on a daily

basis. But also these three key indicators.

These are lag indicators.

And so if you're going to go to the

effort of doing this, you want to make sure you're getting at least a 20 %

except rate. So for every 10 people you reach out to,

you want at least two to accept your.

Connection request.

And then in terms of message response rate, you want at least 15 % to reply to

the messages that you send them.

So there's that first connection, and

then second and third followup messages.

So you want at least a 15 % reply rate

from any of those or all of those together.

And then finally, you want to get at least a 15 % call booking rate for your

audience. So this is where you saw in that second.

3rd Message where you gently suggested that maybe we can get on a call and so

yeah, you're looking for at least a 15 % or greater call booking rate.

Ok. So for leveraged content, so these are personal posts.

I'm going to talk here about why this is so important.

So this again, is the content that you're going to put up that other people are

going to see in the feed.

This is really probably the most pure

form of what is organic content.

When people think about or talk about

organic content, this is really what most people think of.

So the goal of personal posts is to create leadership.

There's lots of people who think that there are other reasons.

Use personal posts like likability and trust and authority.

And those things are really important, but the key.

Outcome that we want with personal posts is for you to become a leader in your

market. We want people to see you as that person

on the stage.

Like I talked about a moment ago, the

keynote speaker at the conference.

Whatever industry you're in, envision

yourself as the keynote speaker talking at the biggest conference in your

industry. That's how you should be thinking about

yourself and the creation of your content.

And a common trap people fall into with this type of content is constantly.

Being promotional and it's understandable if they haven't done it because they

don't know what else to do and that's really a fast way to become irrelevant

and people will not follow or read what you have to say if you do this so.

You know, looking through the swipes or the feed as you go, you'll notice there's

really going to be a mix of.

People that are doing some thought

leadership, but not very many people are going to do what we're going to teach

you, which is the content matrix I've mentioned a few times.

So the key here is that you really think about not being promotional and just

becoming someone that your audience can naturally trust because you've become a

leader and helped them or taught them something.

All right? So leverage content formula this here is.

Where we're now starting to get into the how and what you should be writing about.

So this is, for example, one of the things that we really believe in as a

powerful content strategy and that is talking about the mistakes people make in

your market, your ideal customer, you know, the mistakes they make better than

anyone. So it's important to think about writing

around this subject and write out a list of the mistakes they're making and the

pain. Of making that mistake, remind people of

how much that hurts.

Also talk about the pleasure of fixing

it. Now, the key here is what, not how so the

idea here is how to get rid of the problem and get the results without

exactly explaining the nitty gritty of how to do it.

And the reason that you take that strategy is to peak people's curiosity

so. The idea with the pain of making a

mistake. Let's say maybe somebody doesn't have

enough money if they're doing something wrong in their business, or they feel

like they're stuck and they can't move forward, or they're spending too much

time figuring things out.

Maybe they can't take vacations or enjoy

breaks because they're just spending all their time doing something that you can

help them solve.

They don't have any peace in their family

life, and in terms of the pleasure of fixing it.

Well, maybe it's showing them the results that they could get.

Like if you're an agency and you're helping dentists, for example, you could

talk about the pleasure of having clients just booking appointments all the time

and how that gives them more time off with their family and not worrying about

bills or wondering if they're going to be able to make payroll in the dental

office. Maybe it's about making them feel

successful because they're actually accomplishing growth in their business

and making money and providing.

Something that is a deeper meaning in

their life, like being able to get their children into a private school.

These are all really important pieces about leveraged content and how deep you

should be going in your writing.

Now which platform?

Well, Facebook or Instagram or sorry, Facebook or LinkedIn, it doesn't matter.

It's really where is your audience.

And in many cases today we're seeing

buyer avatars in both places.

So it's really where you're more

comfortable and where your buyer exists and lives.

That's the key.

And the beauty with Vibot is if you have

audiences in both places, you can cross post very easily through the platform,

the same content.

With one click, and that is one of the

great advantages of the Vbo platform is being able to do that, but also to

moderate and respond to comments and likes in the platform as well without

having to go to either Facebook or LinkedIn or Instagram.

So really doesn't matter, but.

Choose your platform if you have to

choose one and work it, OK.

Really important thing here is to talk

about stages of awareness and some common starting points for organic lead

generation. If you haven't seen this before, I want

to walk through this with you.

If you have seen this before, bear with

me because it's always good to revisit the foundational elements of buyer

awareness. So what is buyer awareness?

Well, at the very bottom here.

Let's start at the top, actually.

People who are most aware are prospects who know your product and they really

just need to know the deal.

So these aren't people that you really

need to do any organic content marketing for because they're already in your

world. They're already a lead, even probably

already talked to them or maybe met them in person, and that's not something that

is a good use of organic content.

Activity product aware.

Well, your prospect knows what you sell, but isn't sure it's right for them.

Again, they've probably already been to your website, maybe they've consumed some

of your content, and I'm going to show you in the content matrix in a moment how

organic can actually help.

But in terms of lead generation, which is

the purpose of this module, the next two solution, aware and pain aware, are great

audiences for organic content.

So solution aware is a situation where

your prospect knows the result he wants, but not that your product provides it.

So this is where organic content becomes really powerful and pain aware is

probably even more valuable, because now here's a situation where your prospect

senses he's got a problem but doesn't know there's a solution.

So these two.

Awareness stages.

We talk about these in other parts of the Vibot Academy, so this shouldn't be new

to you if you're going through some of the other modules.

But when you're writing content, think about people who are in pain and they

know the result they want.

That is going back to that slide that I

had a moment ago, which is the mistakes they're making and the pain of making

that mistake. And I've got a graphic here in a minute

that I'm going to show you.

So unaware.

Not really, you know, unaware stage of awareness.

The person really doesn't have any knowledge of anything except maybe their

own identity or opinion.

And it's not an audience that is worth

writing to. It's the audience in pain and the

audience that's looking for a solution to their problem.

So this is the organic road map that we put together, which is really intended to

kind of simplify the strategy or the content creation strategy for you as you

go forth and execute this in your market.

So on the left here, we've got these two

big bubbles and they relate to that slide ahead a moment ago.

So remember we talked about coming up with the mistakes that your customer is

making. Your ideal customer and the results they

want. These numbers outside these bubbles are

intended to represent 9 things you should be coming up with.

Nine things, nine mistakes that your audience is making.

Take the time to write them out.

Each one is going to become a post or a

subject that you can write about in the future.

Same thing with the results they want.

Talk about 9 different results and the

benefits of those results.

Like I was talking about earlier, like.

Not just saving time and money, that's not good enough.

It's not strong enough.

You have to be able to talk about the

deep results that they want, the ultimate benefit these then.

Become a content type you decide that you want to use.

Could be text, could be picture, could be video and then on which platform, which

is again LinkedIn or Facebook or both.

And then take action, put it out there,

get it on the platform all right.

Now some example mistakes that you could

use in this example here might be topics related to false beliefs or what I

mentioned earlier, sacred cows.

So things that people think are true

about their market or about the thing that you offer but isn't, and so you want

to demolish that.

Maybe business mistakes people are making

or financial mistakes people think they always need to buy the best brand or hire

the most well known.

But maybe that's not true and you can

tell. Y if you are a marketer and you're

communicating to your audience and helping them understand the mistakes

they're making with their messaging, you could tell them that.

So those are examples of some mistakes.

Some example results that you could

consider would be things like using the dentist example again, getting clients

consistently. That's a great example.

And back to those deep needs, enjoying time.

The family are feeling successful being able to remove themselves from the

day-to-day because clients are coming in.

These are all some of the example results

that those deeper needs.

So after a while, how long, we don't

know. Couple weeks, couple months, this thing

called the authority effect starts to kick in quickly, which is that you're on

the stage and people are looking to you, they're trusting you, they remember you,

they now think of you and you've really only done.

This without any cost other than your time, which of course is valuable, but

these are assets that you're creating.

So people will start to remember you and

they'll follow you and they'll consume your content.

And the key thing that we hear all the time from our customers is that by

following this strategy.

Those people will mention your content on

a call and in private messages and all those posts that you put out there, all

of those messages, think of them like assets.

Don't think of them just like throwaways.

They're absolutely assets that live on

and you've touched people in some way through that content.

So really important to keep that in mind.

And the best way to drive this point home

is this graphic from one of our favorite.

Books by Chet Holmes called the Ultimate

sales machine. And the reason that we want to share this

graphic with you is because the mistake most business people make digitally today

is that they really just focus on the top 3 % of active buyers and that's where all

the competition is.

Focusing on the people who are just ready

to buy right now is a tough way to make a living because you're competing with

everybody else. And while it's possible that segment.

Can see and consume and trust your content and trust you over the long game

and the medium game.

There's a far better way to think about

the power of organic content for lead generation, and that is the next chunk on

this pyramid, which is the 7 % who intend to change.

And that is where people now are in the market, but they're not ready to make a

decision right now like active buyers are, and so by building.

Up your trust in your authority and your likability.

This now becomes a group of people that your competitors are not going to be able

to influence when they move into that 3 % of active buyers.

And the reason is because you've already built a relationship with these people

through your organic content and even more powerfully are in the slice below

that 10 %, which is the 30 % who have a need but are not ready to act.

And as you continue.

Organic strategy, you now have 40 % of

your potential market in your influence and that is how you eliminate

competition. And we've seen this over and over where

people literally dominate their markets by using these organic strategies.

By doing it consistently, by not pitching, by getting their profile

optimized and primed.

This is how it's done.

And so by owning this market this 30 % and this 37 % when they finally moved to

active buyers, very often you are number one or always on the short list for the

potential solution that you offer product or service.

So I hope that framework in that approach.

Was helpful for you to think about it, because this is really the power of

organic content. All right, let's talk about the content

matrix, and I'll show this to you now.

But this is really the tactical execution

of this.

Now the stuff like, OK, how do I do this?

How do I organize this? So we've built this content matrix to

really make organic content production simple.

And it's something we call the five by five matrix and the topic creator and the

five by five matrix is something that I'm going to talk about now as well as the

topic. And I'll show you how you can use these

tools to really organize and simplify your content production and the topics

that you should be writing about in your audience.

All right, so we're in the five by five topic creator and content matrix.

This Google sheet will be available for download below this video or somewhere in

this module.

And I want it to just take a couple of

minutes and walk through the five by five creator here so that you can use it as a

tool to easily create content that you can have at the ready and not have to

think about content as you're getting it produced.

That's one of the most frustrating.

To create organic content.

And this is a tool that we've used to really solve that problem, both for

ourselves and for our clients.

So what is the 5 by 5 topic creator for

powerful posts that demand engagement? Well, what we have here are five columns

that are the main columns that you want your audience or believe your audience or

target buyer needs to hear or think about.

And I just picked really.

Simple, straightforward example here.

So the avatar is homeowners, or it could be commercial landlords who may need new

HVAC equipment. That's the avatar.

Notice how specific that is, right? So what does the market need to hear?

Well, maybe the thing that they need to hear is that they can get premium results

without spending top dollar.

Maybe that's like the number one kind of

mistake, or sacred cow, or limiting belief that you need to destroy.

Maybe everything around that should be the kind of content you create.

So each of these master topics are the main things that you know in your market

people think about or they are aware of, and these should be changed to whatever

your market has for specifics.

So in this case, just using this HVAC

service provider, I came up with five simple ones like the heating subject, the

cooling subject.

Hiring an HVAC company, maybe.

There's kind of like a more unwritten or like deeper subject, like trust and

authority, things that your buyer goes through and that they need to have.

Maybe trust is something they need to have, and maybe authority is something

you need to have.

So customize these master topics to

whatever. Is relevant to your market segment?

Ok. And then the subtopics.

These are the actual post.

Subjects that you are going to create 25 of these.

Before you create your first post, take the time to think about things that you

want to write about or create a video about.

So for example, under heating, maybe we want to validate the markets paying that

people hate being cold or that they just feel like heating is going to be an

expensive thing that they have to replace so validate that.

Maybe talk about the different types of heating.

Forced air versus radiant in floor heating.

You know, this is another example.

Maybe talk about reducing the cost of

heating. As an expert in your industry, you're

going to know how to do things that your audience doesn't talk about the truth of

replacing versus repairing or what's better, product A OR product B.

So these are just some examples, but you can use these for a way to come up with

something for your subcategory.

Cooling how to keep your house cool using

less electricity.

How it works reducing the cost of cooling

the truth about new cooling technology when to use fans hiring you know how to

get the most competitive quotes or five questions to ask every HVAC company.

How to hire the best HVAC company for your needs or the biggest expense in HVAC

repairs and how to minimize them.

Maybe I came up with this imaginary

versus real HVAC problems.

Maybe this is something your audience

needs to think about, right? Trust how do you get the highest rebates?

If you can give somebody that insight and capability, they would trust you.

Case studies really important.

Social proof you can't ignore.

This is the perfect example of a trust building post that demands engagement,

showing proof of client results.

Maybe you do a before and an after you

know of a client.

Had high heating or cooling bills two

months before they worked with you and then showed lower heating and cooling

bills two months after.

Something like that.

You get the idea, Authority, product reviews.

These are really powerful.

Give an opinion or maybe a test how to

get the best heating and cooling equipment at the lowest prices.

Your heating and cooling system is costing you money.

If and then show people some stuff or maybe a portable cooling product

demonstration like some of those window things that you see available on the

market. So take the time and build out these 25

subjects under the five.

Master topics that are relevant to your

audience based on your avatar and what they need to hear.

If you do this, you are 90 % further along than your competitors in whatever

market you're in and then use the platform to publish that content.

All right, let's talk about the content matrix.

This is really key.

So we have here the seven days of the

week across the top, Monday through Sunday and then different.

Beams for each day of the week.

And the idea here is that you're

communicating to your audience from a different perspective every day of the

week, and this is probably one of the most powerful strategies for organic

content that you will learn anywhere.

Back in the earlier part of this video, I

said how a lot of people are just putting out promotional content or calls to

action all the time, and your audience gets immune to a numb to that.

Messaging all the time, very quickly and it's the fastest way for you to become

irrelevant. So the whole point here is to give people

a 360 degree view of you and your business while at the same time

informing, engaging and educating them.

And that gives you that keynote speaker

effect that you then become preeminent in your market and the one that they choose

when they get into that 3 % and they're ready to make a buying decision.

So I'll just go through this here and over on the left these are different

modalities. So color box is what you can do on

Facebook videos to something you can do.

Shooting a video using your cell phone

could be long form copy, could be short form copy, and of course you can put

images with any of these.

So now these are just suggested themes

for each day of the week.

You could move these around you could

say, well you know, maybe the best day for a call to action, which is what.

Cta is on, you know.

The next day here, Friday, you could

change that around.

This is just a suggested.

Matrix so Captcha just proves you're not a bot.

You know, maybe a behind the scenes of your business, maybe say something a

little vulnerable or rant about something that ticks you off.

You know, maybe daily life in your business.

You know what's just a normal thing.

Maybe a selfie plus a comment or an event

you're going to.

Or maybe your worldviews on the industry

that you work in Tuesday.

Evidence of skill.

Show some leadership.

You know what it is that you do that's

unique in your business or teach something or maybe do a teaching series,

maybe teaching Tuesday.

Is that actually didn't plan that.

It just happened to be Tuesday.

So yeah, maybe it's teaching Tuesdays.

You know, you teach about back to the HVAC example.

Maybe you teach about heating and cooling strategies for like commercial landlords

or something like that.

Maybe talk about your professional values

in your industry.

A lot of people don't know about those

things. That's really important.

Ask me anything or Q and A.

You could go live if you want on Facebook

if you have a big enough audience and just see if there's anybody in your

network that has any questions.

Maybe behind the scenes you know what's

going on in the business.

Maybe you bought some new software, maybe

you got new van or new tools.

People like that stuff.

There's nothing too small here.

Wednesday proof of results.

This is super, super powerful for you to build credibility and trust with your

audience. A client testimonial, maybe a letter that

somebody wrote, you could copy that or show a picture of it.

Maybe you could even have a video of.

Client results back to what I showed a

minute ago of like before and after maybe some reviews that you've got on Google

reviews or from some other review site.

Again the client before and after client

result Roundup could be like a roundup of all the results you've had for your

clients in the last thirty sixty ninety days.

Just kind of post all those in a carousel or a multiple pictures.

All right, so the point of all this is the call to action.

This is really the punch line of this entire module.

Which is generating leads.

And a lot of leads over time are going to

come to you kind of on their own.

But you can generate leads on demand by

putting a call to action out there for your business.

So a direct call to action would be like an offer that you have something that is

like maybe a free quote or a free assessment.

You know, those things are very powerful and if you have an audience that knows,

likes and trusts you, this column becomes so.

Easy, because now when you make that offer through your call to action, people

will take you up on it.

So you could just do a direct call to

action. You could do like a video plus a call to

action or a story of a client that you helped, maybe a case study.

Or you could say I'm looking for three clients who would like to get a quote on

our latest product.

Maybe you could put a post up with a link

to an offer that's a landing page and that landing page is something that you

build out on V boat and you have.

Therefore people to then go and fill in a

form and maybe that kicks off some automations that automatically then sends

them the offer.

So this is really the point of the whole

week. And again, pick the day of the week that

you think your audience is going to be best suited.

Friday, refresh the mind.

So it could just be other side of life,

nothing to do with your work.

Maybe you're into gardening, succulents

or something, I don't know.

Show some gratitude.

Maybe your favorite barbecue, recipe maybe something that inspires you, maybe

a quote or a simple image.

Video Share Saturday is really all about

entertaining, is really all about follower retention.

So share your opinion on something, or maybe something controversial or current

trend. Tell a story.

Share A cool insight.

Maybe there's a secondary theme here in

your life. These are some examples for the entertain

segment. And then.

Finally, we engage post type.

This is for the juice.

This post type right here is going to get you the most likes and shares.

All of the other ones here, they may not and that's OK and this is where a lot of

people get sad or discouraged with organic is that they put all this stuff

up, but it doesn't get a lot of action.

Don't worry, your audience is watching.

They're participating.

Just because you don't get a like or a

share doesn't mean that this isn't working.

It's working and you will see it's working and here it's working when you

get on the phone with people and have those private messages.

So the engaged post type this theme.

Here are some examples you could say if

I. Was to do something, what would you think

about that or again controversies really good for post engagement.

I want to talk about something today like hey XYZ, you know there's a big trend in

the industry for solar panels like what I think about is this, what do you think or

question? I'm going to buy a new phone.

Should I, should I get an iPhone or should I get an Android?

Ask your audience that question.

Something simple, share an opinion.

You know, this kind of comes back to worldviews, but your opinion could be

like maybe what you think of power rates or two tier power rates.

Like for example in California they started charging you more money when you

go over a certain power consumption.

Stuff like that.

Just using the HVAC example again, or maybe a viral.

There something that came into your feed that just got a zillion views that you

want to share, so this document will be available for download for you in the

resources section of this video, but the topic creator.

Combined with their content matrix is really your secret weapon to use to

create content for you and I hope this is helpful for you.

All right.

And then finally use the platform.

The platform was designed for exactly what we've been talking about in this

module. It is built purpose built for you to put

your content out there through the platform and engage with your audience

and use the analytics.

To see what the demographics are, you

know, this is a screen shot from our own Facebook page and you can see that a

pretty large percentage, the majority are men in our audience with the minority

being women. And we can see just down here in the

screen shot that New York is like number one place in the United States where

people come from.

And these things are going to be totally

specific to your situation.

So if you're.

Building an audience, let's say you're in Cincinnati and you're HVAC company.

Well then you know it should show Cincinnati as where most of your audience

is coming from in terms of post engagement.

So these are the analytics, but of course there's other training and a whole other

module on how to use vbelt social platform to really bring this strategy to

life and make your business sing with lead flow using this strategy.

So I want to thank you for your time.

And wish you nothing but success.

We're here if you have any questions and you need any support with this, whether

it's with the platform, whether it's with any content strategy and look forward to

hearing about your success.

And I want to thank you on behalf of

Vibot for being a customer and look forward to speaking with you soon.