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Hello and welcome to the organic content
marketing for lead generation module.
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My name is Brooks Van Norman, and I'm
very excited to be sharing with you the
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tools and strategies to help you generate
leads on demand with organic content.
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So what are the goals of this module?
Well, it's to get people to respond to
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you with organic content so you can learn
how to do that without ads, tons of
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automation or putting together
complicated webinars.
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It's to become a trusted, likable
authority in your market and generate
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leads. On demand. With posts that you put up on
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social media, being trusted means being
honest and direct about the truth of
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what's going on in your market.
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It means being likable, and that means
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showing people that you're a real human
being by being relatable, humble and
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grateful because people buy from people.
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And so much of what's going on with
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content and Business Today misses this
huge opportunity by just being cold and
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corporate and using stock photos.
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And it just doesn't.
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So we're going to show you how to use
this strategy to really get the attention
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and trust of your market.
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Being an authority means taking a strong
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stance on issues in your market by taking
the opposite position, like what's known
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as killing sacred cows or demolishing
false beliefs that your audience needs to
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hear. So organic content for lead generation.
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By the end of this module, you'll know
how to get people to respond to and
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convert into leads with your content,
create effective messaging for social
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platforms like LinkedIn and Facebook, and
avoid the most common mistakes that kill
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conversions with this strategy.
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So what is organic content?
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Well, it's content that you produce and
publish where your market is.
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And we're going to leverage the keynote
speaker effect here versus the lowly
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attendee and what I mean by that?
Think about any time you've gone to a
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conference and there's somebody who might
be a keynote speaker that kicks off the
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conference, maybe you were that keynote
speaker.
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Compare the attention that you get or
that person gets when they come off the
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stage and start talking to the people in
the audience.
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People tend to swarm around them.
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People tend to say, hey, can I connect
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with you?
Can I follow up with you?
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If you've ever been in this situation,
you know that you're immediately in
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authority because you're the person who.
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Was the keynote talking as a subject
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matter expert at that event, and this is
the effect that we want you to have by
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putting up content in certain categories
on social media.
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The difference here is that if you think
about having the networking strategy
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where you're working the floor, you're
handing out business cards, it's a lot
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harder to generate leads that way than
when you're the person who's the expert
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and seen as the expert that was talking
stage so that's the power of organic
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content. And I'm going to show you in this module
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how to create certain types of content
that will create that effect
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automatically. That is the same that you might see at a
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conference. And organic content gets distributed
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through free channels, which we call the
feed is that thing that you scroll
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through endlessly with your thumb swiping
up, swiping up on either Facebook.
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Linkedin or Instagram?
And we're going to show you how to avoid
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the most common mistakes that kill
conversions.
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All right, let's talk about some
foundations, key foundation.
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Number one, you must know your target
market, and this is really the most
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important foundation of all the
foundations.
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You must understand your market and what
they want.
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Really have to go through the other
module in this course about establishing
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and getting clear on your buyer avatar.
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Highly recommended.
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If you haven't done that, because you'll
never get attention in your market unless
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you know your buyer intimately.
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You've got to know what they want.
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Do they want to be educated?
Do they want to be informed?
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Do they want to be validated?
Do they want to get motivation?
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Do they need to be acknowledged?
Do they want to matter?
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Do they want the truth?
These are all important questions.
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You to answer as you go forward in the
creation of your content.
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Otherwise you're going to blend in with
the noise and not be able to strike a
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nerve with the people that you want to
get as leads and customers or clients.
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Key foundation number two you must focus
on growing your audience of target
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customers. If this does not work, if you only have
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like 56 of your former colleagues from
your prior job, or another industry you
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worked in, and a few friends and family
in your network, you've got to focus on
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building a network of people you want to
do business with, and you've got to do
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that daily.
This has to be something that you do
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daily, so whether you are in groups on
Facebook or LinkedIn or you are following
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hashtags which you can do.
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With the Vbo platform, this is called
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social listening.
We talk about that in another part of the
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training. These are our ways where you can find
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people who have common interests, common
questions, common struggles, and you need
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to be, if you're on Facebook, friending
those people, sending them friend
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requests. And if you're on LinkedIn, you need to be
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reaching out and sending them connection
requests.
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And I'll give you some frameworks and
some models later in this module that you
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can use to do that.
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Without coming across as too salesy or
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scammy or spammy, so remember this is a
daily ritual, and the best way to think
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about this is in the context of like, a
magazine subscription.
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Magazines are all about special interest
subjects, so the people who buy
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subscriptions to those magazines, they're
interested in whatever it is that
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magazine talks about, and your social
feed and network is exactly the same
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thing. And once I got my mind.
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Around the power of that, it was really
exciting because I realized it's almost
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limitless how many people I can add to my
network who are interested in what it is
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that I have to offer.
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So when you think about it that way,
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that's a captive audience that you can
continue to grow on a daily basis for
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free. It's such a tremendous opportunity.
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So if you think about that, it should
really give you the inspiration to be
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looking for people in groups, in
hashtags.
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And in other locations where you can
connect with those people and get them to
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join your network.
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So it's really got to be targeted.
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Foundation number three you've got to be
consistent.
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This doesn't work with a post here and
there.
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You've probably heard the analogy.
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It's like going to the gym.
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You can't go to the gym once and expect
to be awesome.
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It's just got to be something you keep
doing.
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And ideally, if you're doubling down on
this strategy, you have to be publishing
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something at least three, preferably 7
times A week.
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Your audience is on there, and the more
you add people to your network from
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foundation number two, the greater chance
you have of getting in front of them with
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the. Strategy that I'm going to share with
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you. And the most important thing in terms of
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what you're putting out is to just keep
it simple.
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Don't overthink it.
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This is a cocktail party, not really like
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the hardcore networking event.
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And if you keep that mindset and stay
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casual and cool about the experience,
you're going to come across as a lot more
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likable, a lot more trustworthy, and
ultimately have a lot more authority
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because you're just there to communicate
on some levels that I'll share with you
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in a moment, which are a lot better than
what most people do.
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Which is always pitching and always
putting out cold content.
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So keep it consistent.
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If you're going to commit to a strategy,
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stick with it.
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If three days a week is all you can
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handle, do it.
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That's guidance on key foundation number.
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Three all right key foundation number
four.
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You must look the part.
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So the key here is that your profile has
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to be primed.
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So what do I mean by that?
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Well, whether we're talking about
LinkedIn or Facebook.
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Or both.
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Your personal profile, which is what we
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recommend you use for creation of organic
content.
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You really need to look like the industry
that you serve, or be in the industry
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that you serve.
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So if you're an agency serving dentists,
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have pictures of you working with
dentists.
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Make sure that your picture is
professional.
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Make sure that your banner has something
to do with dental practices, or if you're
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an agency that helps chiropractors,
something to do with helping
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chiropractors. If you're a business that provides a
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service, like maybe HVAC or landscaping
services, make sure that everything about
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your profile is specific to the thing
that you do.
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So if it's HVAC, make sure you're there,
standing in front of your company van or
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in front of your office.
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Or if your landscaping, make sure there's
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like a banner of your company logo, or
maybe you standing in front of a
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completed job that a customer hired you
for.
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Really important, because you've got to
remember how people will see you.
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If your profile doesn't look the part,
then it isn't going to be as effective
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the strategies that I'm going to share
with you.
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Your profile is really like a landing
page.
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And this is an important paradigm shift
to make is that a lot of people think,
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oh, it's just social, it doesn't matter.
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It does matter.
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You really have to think about your
social profile, your personal profile, as
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a marketing landing page that people are
going to come to and they're going to
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judge you, they're going to check you
out.
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So it's really important to look the
part.
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And some of the best guidance that I can
give on this is to remove any political
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and religious.
Content or affiliations.
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It's just not worth it to share your
personal beliefs on these areas because
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of the business impact that it could
have.
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Yes, it's true that you might create some
customer affinity if you do leave it on
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there, but the risk of offending other
customers who don't agree with your
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political or religious affiliations?
It's just not worth it.
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So that's what a primed profile means.
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Your articles.
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Your posts, your photo, your headline,
your headline really needs to say who you
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serve and what you do.
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You really need to talk about all these
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things and get them updated.
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There are services on companies like
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Fiverr F iver.com
who can help you overhaul your profile,
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and for a very small fee, they can give
you guidance on what your profile should
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look like, if you're having any concerns
about that.
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And if you've got any questions, just
reach out to us.
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We're happy to share some examples and
some strategies for you.
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Key foundation number five validate
before you automate.
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Now this is a great point with relation
to vibot is a platform that is designed
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to help you grow your business and grow
with you as your business grows.
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And so the key here is if you can't get
organic content to work, you're not going
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to get ads to work.
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And those are really the two key
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foundational elements of.
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Scaling your business.
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So what do I mean by that?
Well, if you can't get attention in your
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market with organic content, if you can't
create engagement, if you can't drum up
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some leads and business, you're never
going to get ads to work because it means
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you don't understand your market.
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You cannot strike a nerve with them.
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And that's so critical.
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And the beauty of getting organic working
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is that by the time you do go to ads,
they literally rate themselves, because
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now you know your market, you know what
they respond to.
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You know what gets their attention.
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And then ads become that much easier.
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And the other thing that's wonderful
about this approach is that organic
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content will actually help your paid
content when you get to that level.
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I'll give you an example.
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If you're in the feed and you see an ad
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for a product or service that you like,
whether you click through to the offer
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that ad is putting in front of you or not
isn't really the point.
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Many times people will actually click on
the company name and go check out their
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Facebook page.
They'll go look at the content that's
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there, then maybe they'll come back.
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Then click through to the offer in the ad
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and if that profile isn't primed and
there's not content on that person or
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that business is profile then.
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If it looks like a ghost town, well,
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there's going to be no trust, there's
going to be no authority, there's going
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to be no likability.
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So now you can see why having that
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organic content in the background makes
such a difference.
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Because human nature is such that people
are nosy.
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They're going to go check you out.
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So if you don't have your profile primed
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and you don't have organic content, at
least three articles, at least five
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posts, then it's going to be really
difficult to make ads work.
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All right, let's talk about.
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Pitfalls here?
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Number one, thinking that you are going
to have this figured out overnight.
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This is a process, and it's a process
that is the best way to get to know your
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audience through content.
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And the reality is the first week or two
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of this is probably going to feel awful
and it's going to be awful.
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But by the end you will start to build
some momentum.
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And you know.
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It's about understanding your leading and
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lagging indicators.
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So leading indicators is people
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connecting with you or liking your posts.
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Lag indicators are private messages and
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people getting on the phone with you and
you also being very proactive and pulling
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them into the next step which is reaching
out.
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And if anybody likes a post or a content
asking them if they have any needs in the
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area that you work in.
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It's about doing the right thing because
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it's the right thing and.
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Then letting the results catch up.
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That's what lagging indicators are all
about.
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And again, consistency is key here, and
this is especially true when you're
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running ads on Facebook or LinkedIn,
because as I said in the prior slide,
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it's an ecosystem.
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Ads don't exist in a vacuum.
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People are going to check you out.
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All right.
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So the goals of organic, number one is
market research and validation.
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Now you might be saying, well, I already
know my market.
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Well, that's true, you might.
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But do you know the content that they
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respond to?
Do you know the messaging that they
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respond to?
Because if you don't, this is the
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opportunity and the best channel to do
that.
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And so the key here is a question, can
you create the kind of messaging that
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will cause people to book time with you
and pull out their credit cards?
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To buy from you want to find out what
that messaging is before you go spend 100
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hours and ten thousand dollars on an
automated funnel or ads that don't work.
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So that's really important is to use the
organic phase and organic activity to
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understand your market and validate your
offer with that.
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Second is getting quick cash flow going
to fund your growth.
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Also the ability to generate sales
opportunities when you want really
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important and engagement.
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Now engagement is seeing what your market
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responds to.
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It's more than just likes and shares.
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And by the way, engagement isn't just
about those publicly visible lakes and
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shares. It's also about the private
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conversations. Many times that's even more valuable as a
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lagging indicator.
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So when you're on the phone with leads
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that you will be generating through your
organic content, ask people what post.
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Or what part of your message and your
content resonated with them?
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And finally, it's about becoming an
authority in your space.
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Back to the magazine subscription analogy
that I gave a moment ago.
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And this is such an awesome opportunity
that we have in front of us to use
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organic content for free to become an
authority.
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Because when you do that in your market,
it just makes everything easier and
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cheaper to build your business because
you're a known entity where people will
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start seeking you out.
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To work with you.
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So people always ask, what kind of
content?
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Should I do video?
Should I do text?
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Should I do images?
Should I do text and images?
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00:16:29,490 --> 00:16:33,230
Should I do video and text?
Well, the answer is whatever is easiest
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for you to do consistently.
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Some people say videos better.
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Yeah, that's true.
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If you can do some video, I'm going to
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suggest some different ways and places
you can use video can be tough out of the
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gate, especially if you're new to this.
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It can feel like it's overwhelming.
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I understand it can feel like.
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You're very self-conscious How do I look?
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How do I sound?
These are things you can grow into, but
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if you're not comfortable with video out
of the gate, writing is really important.
307
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And don't worry about being a copywriter
either, right?
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The way you would write to your clients
in an email, write the way you would
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write to your friends.
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The key with organic is just to be
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natural, just to be a normal human being.
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Don't get fancy.
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As I said before, if you start
overthinking this stuff, it is not going
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to work and you're not going to want to
do it.
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00:17:23,109 --> 00:17:29,200
The key is consistency and do whatever
modality here is going to be the one that
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00:17:29,210 --> 00:17:34,150
you're going to be able to do at least
three, preferably 5 to 7 times per week.
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All right.
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What you need and what you don't need.
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Well, one thing you really don't need to
succeed if you're really just starting to
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00:17:41,890 --> 00:17:43,820
grow your business is a fancy website.
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00:17:43,830 --> 00:17:46,350
In fact, there is an inverse relationship
322
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between small and early businesses and
fancy websites.
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00:17:53,410 --> 00:17:59,870
What you do need is great targeting and
great targeting means who are your target
324
00:17:59,940 --> 00:18:04,050
customers?
I talked about that buyer Avatar exercise
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that we have.
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Another part of this Academy and it's
327
00:18:07,380 --> 00:18:11,430
really important for you to go through
that so that you know who your buyer is
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00:18:11,440 --> 00:18:15,990
and where you can find them using the
tools available to you on the different
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00:18:16,000 --> 00:18:20,730
social platforms.
And you need a great offer, which is
330
00:18:20,740 --> 00:18:24,330
absolutely critical.
You need to be able to offer something
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that solves a pain or helps your target
market capitalize on an opportunity in
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their market.
So yeah, don't worry about a fancy
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website. Basic website is more than fine.
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You don't have to spend a ton of money on
it.
335
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The basics is absolutely fine.
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And with vbo you can add landing pages in
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00:18:42,470 --> 00:18:48,300
there that can be absolutely delivered
quickly by you and create.
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The landing page that you need to convert
to get a lead, just focus on great
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targeting and make sure that the offer
you have and you're bringing to market is
340
00:18:58,600 --> 00:19:02,790
1. That people need when you put your call
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to action out there, which I'll be
talking about in a few minutes.
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00:19:06,680 --> 00:19:08,840
All right, let's talk about resource
assessments.
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First thing I want you to remember is
everybody starts at 0.
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If you're coming into this thinking, OK,
well, I've got my mom and my son and my
345
00:19:18,680 --> 00:19:21,390
wife and my friends on social media.
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00:19:21,400 --> 00:19:23,150
Now I'm going to start putting out like
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00:19:23,160 --> 00:19:24,680
business related content.
348
00:19:24,690 --> 00:19:26,320
What are they going to think of me?
349
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Just don't worry about it.
350
00:19:28,990 --> 00:19:30,600
Just know that they're going to be
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00:19:30,610 --> 00:19:34,380
watching and cheering you from the
sidelines and you're going to be
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00:19:34,390 --> 00:19:38,310
transforming your online presence into an
organic pro.
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This is going to help you grow your
business.
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00:19:40,830 --> 00:19:46,070
So if you don't have a social media
following, remember everybody starts at 0
355
00:19:46,250 --> 00:19:50,320
social media following is the people that
starts to follow you because of your
356
00:19:50,330 --> 00:19:55,360
content that you'll be creating and the
people that you're proactively reaching
357
00:19:55,370 --> 00:19:59,490
out to and connecting with unfriending so
if you don't have a social media
358
00:19:59,500 --> 00:20:04,030
following, I'm going to show you some
strategies here in a moment to start
359
00:20:04,040 --> 00:20:05,050
building that up.
360
00:20:05,060 --> 00:20:07,170
But you can also think about is there
361
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someone in your market who does?
Because if there is, you can connect with
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them to do a joint venture.
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00:20:14,050 --> 00:20:16,320
You can reach out and say, hey, I'm in
364
00:20:16,330 --> 00:20:18,950
this industry and I'm in this business
and I'd like to know if you'd like to
365
00:20:18,960 --> 00:20:23,630
work together and we can split the
profits on anybody that buys my product
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or service through your network.
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00:20:25,400 --> 00:20:27,420
So that is a really powerful leverage.
368
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To help you build your business.
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00:20:30,050 --> 00:20:31,850
Do you belong to any groups that contain
370
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your buyer avatar?
If not, join them.
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There's plenty of groups on Facebook and
on LinkedIn.
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00:20:38,050 --> 00:20:42,760
Very important to be leveraging those and
taking advantage of connecting with
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00:20:42,770 --> 00:20:44,180
people in those groups.
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So make a list of the places that your
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00:20:46,230 --> 00:20:51,400
avatar hangs out on LinkedIn groups,
Facebook groups and on hashtags are very
376
00:20:51,410 --> 00:20:57,130
powerful and in V boat we give you the
ability to follow hashtags and this is
377
00:20:57,140 --> 00:21:00,010
called social listening and you can use
the platform.
378
00:21:00,390 --> 00:21:07,160
To follow particular hashtags on
Instagram and on Twitter for subject
379
00:21:07,170 --> 00:21:11,180
matters that are related to your
business, and then start posting and
380
00:21:11,190 --> 00:21:14,330
connecting with people in those places.
381
00:21:14,950 --> 00:21:17,400
All right, two prerequisites here for
382
00:21:17,410 --> 00:21:23,260
being successful with organic content,
number one is know that you already have
383
00:21:23,270 --> 00:21:24,190
what it takes.
384
00:21:24,650 --> 00:21:25,530
Be confident.
385
00:21:25,950 --> 00:21:28,920
Just know that you're already in this
business.
386
00:21:28,930 --> 00:21:32,870
You already have all that takes to help
your customers.
387
00:21:32,950 --> 00:21:38,100
So don't worry about what your friends or
your sister or your kids or your
388
00:21:38,110 --> 00:21:42,230
colleagues are thinking about when they
see your posts.
389
00:21:42,250 --> 00:21:46,760
It's one of the greatest head games that
people struggle with when they go into
390
00:21:46,770 --> 00:21:49,060
the organic content creation mode as they
worry.
391
00:21:49,070 --> 00:21:52,840
What are other people thinking?
Well, I can tell you also from personal
392
00:21:52,850 --> 00:21:55,160
experience, people aren't thinking about
you.
393
00:21:55,170 --> 00:21:56,620
They're thinking about themselves.
394
00:21:57,300 --> 00:21:59,370
So the most important thing is to get the
395
00:21:59,380 --> 00:22:02,110
content out there that resonates with
your audience.
396
00:22:02,120 --> 00:22:04,720
Focus on that, put your energy into that.
397
00:22:04,800 --> 00:22:06,850
And remember, this is about your
398
00:22:06,860 --> 00:22:09,390
expertise, not your experience.
399
00:22:09,700 --> 00:22:12,410
Nobody really cares that you have five
400
00:22:12,420 --> 00:22:14,830
ten or 20 years in a certain industry.
401
00:22:14,840 --> 00:22:17,230
What they care is whether you can help
402
00:22:17,240 --> 00:22:19,860
them solve a problem or.
403
00:22:20,400 --> 00:22:22,890
Capitalize on an opportunity, and in
404
00:22:22,900 --> 00:22:28,030
order to do that, it requires expertise
and the demonstration of your expertise
405
00:22:28,040 --> 00:22:29,660
I'm going to show you how to do.
406
00:22:30,150 --> 00:22:32,240
With something called the content matrix
407
00:22:32,430 --> 00:22:34,100
later in this module.
408
00:22:34,110 --> 00:22:36,800
Ok. So be confident you've got this and
409
00:22:36,810 --> 00:22:40,430
focus on the expertise that you have in
your industry.
410
00:22:41,250 --> 00:22:41,590
All right.
411
00:22:41,600 --> 00:22:42,780
I'm going to talk about something now
412
00:22:42,790 --> 00:22:46,620
called fractional content and there's
three types here.
413
00:22:46,630 --> 00:22:50,700
So what is fractional content?
Well, organic content is the stuff that
414
00:22:50,710 --> 00:22:54,840
you are putting out there, but there's
fractions of it or chunks of it or
415
00:22:54,850 --> 00:22:55,900
different types of it.
416
00:22:55,910 --> 00:22:59,210
So the first is direct outreach, so
417
00:22:59,220 --> 00:23:03,310
direct outreach.
Could be when you connect with people and
418
00:23:03,580 --> 00:23:07,080
you then reach out to them through
private messenger.
419
00:23:07,200 --> 00:23:11,680
So both LinkedIn and Facebook have
private messenger channels that you can
420
00:23:11,720 --> 00:23:14,720
then message somebody after you've
connected with them.
421
00:23:14,750 --> 00:23:20,560
A big nono and social media is not to
message people until you have connected
422
00:23:20,570 --> 00:23:21,810
them into your network.
423
00:23:21,820 --> 00:23:24,130
It's very important for at least the
424
00:23:24,140 --> 00:23:28,870
reason that if they don't know you when
you start messaging them, they could kind
425
00:23:28,880 --> 00:23:30,200
of report you both.
426
00:23:30,340 --> 00:23:32,320
Platforms have mechanisms to report
427
00:23:32,330 --> 00:23:34,470
people that message them without being
connected.
428
00:23:34,790 --> 00:23:39,350
And of course with email, if you have a
list what we're going to talk about in
429
00:23:39,360 --> 00:23:43,530
the content matrix here in a moment, you
can use with email as well.
430
00:23:44,090 --> 00:23:48,340
So direct outreach to your network that
should be growing why?
431
00:23:48,350 --> 00:23:52,240
Because you're adding new people every
day, number two leveraged content.
432
00:23:52,250 --> 00:23:54,940
So leveraged content is the stuff that
you put in your feed.
433
00:23:54,950 --> 00:23:57,980
It's that video, it's that post.
434
00:23:57,990 --> 00:23:58,760
That's text.
435
00:23:58,770 --> 00:24:00,410
It's the image with text.
436
00:24:00,650 --> 00:24:02,980
Leveraged content is what gets seen by
437
00:24:02,990 --> 00:24:05,570
more and more people in your ever growing
network.
438
00:24:05,690 --> 00:24:07,340
That's what leveraged content is.
439
00:24:07,350 --> 00:24:08,960
And the third piece is referrals and
440
00:24:08,970 --> 00:24:11,220
joint ventures, which I talked about a
moment ago.
441
00:24:11,230 --> 00:24:13,850
This is where you're borrowing other
people's.
442
00:24:14,030 --> 00:24:17,800
Contents, and you're splitting the
profits.
443
00:24:17,810 --> 00:24:20,860
You're also borrowing their contacts as
well.
444
00:24:22,330 --> 00:24:23,270
So direct outreach.
445
00:24:23,280 --> 00:24:25,250
This again is where you're searching and
446
00:24:25,260 --> 00:24:30,370
connecting with your buyer avatar,
wherever they are in a group, maybe on a
447
00:24:30,380 --> 00:24:32,280
post that you saw they liked.
448
00:24:32,660 --> 00:24:34,120
This does require that you spend some
449
00:24:34,130 --> 00:24:36,280
time of course on these platforms.
450
00:24:36,840 --> 00:24:38,980
And the key is be human.
451
00:24:39,060 --> 00:24:45,100
When you're connecting and doing direct
outreach in messenger, don't pitch.
452
00:24:45,120 --> 00:24:49,380
It's the most valuable piece of advice I
can give you for direct outreaches.
453
00:24:50,420 --> 00:24:53,790
And this is the biggest mistake as so
many people connect and then they
454
00:24:53,800 --> 00:24:54,860
immediately go into a pitch.
455
00:24:54,870 --> 00:24:56,370
They say, hey, great to be connected.
456
00:24:56,380 --> 00:24:59,050
Can I get on a call with you and tell you
how my thing works?
457
00:24:59,060 --> 00:25:01,950
Well, human nature just doesn't work that
way.
458
00:25:01,960 --> 00:25:03,620
So be human.
459
00:25:03,880 --> 00:25:05,480
Ask how you can help.
460
00:25:06,400 --> 00:25:07,190
Be gracious.
461
00:25:07,720 --> 00:25:10,300
Say hey, I'd love to get on a call to
462
00:25:10,310 --> 00:25:12,200
learn more about what you do.
463
00:25:12,300 --> 00:25:14,880
You know the old adage to be interesting,
464
00:25:15,560 --> 00:25:16,480
be interested.
465
00:25:16,840 --> 00:25:19,110
So those are probably the four best tips
466
00:25:19,120 --> 00:25:23,290
I can give you for successful direct
outreach and outreach.
467
00:25:23,300 --> 00:25:28,470
Formula that has proven to work with many
of our customers is you make a connection
468
00:25:28,480 --> 00:25:31,150
request. Ideally you put something in the
469
00:25:31,160 --> 00:25:36,370
connection request that is related to
some common element that.
470
00:25:36,380 --> 00:25:41,890
To share with that person and then after
they accept your connection request you
471
00:25:41,900 --> 00:25:45,760
can send one to two follow up messages
after you connect.
472
00:25:46,390 --> 00:25:49,550
So a formula for a possible connection
message.
473
00:25:49,840 --> 00:25:57,160
Let's say you saw somebody who made a
comment on a post that is relevant to
474
00:25:57,170 --> 00:26:02,100
what you do in your industry and you
looked at that person's profile and maybe
475
00:26:02,110 --> 00:26:06,390
there might be a good or ideal customer
or client for your business.
476
00:26:06,550 --> 00:26:12,180
So as a connection message you could send
something like this, you could say, hey
477
00:26:12,190 --> 00:26:15,790
Jim, saw your comments or posts the other
day.
478
00:26:16,310 --> 00:26:20,460
About how important quality service is,
thought it would be great to connect
479
00:26:20,600 --> 00:26:25,490
Sally or you could say, hey Jim, saw your
comment on the post the other day that
480
00:26:25,500 --> 00:26:28,460
Sally made.
I guess we both agree.
481
00:26:29,160 --> 00:26:30,080
Great services.
482
00:26:30,920 --> 00:26:33,250
A thing that's rare these days, or
483
00:26:33,260 --> 00:26:34,270
something like that.
484
00:26:34,280 --> 00:26:36,050
Whatever you would write again in your
485
00:26:36,060 --> 00:26:39,020
own words.
So that would be your connection message.
486
00:26:39,240 --> 00:26:43,130
And then after the person accepts your
connection request, one to two days
487
00:26:43,140 --> 00:26:45,830
later, you could send a message that's
kind of like this.
488
00:26:45,840 --> 00:26:46,310
It could be.
489
00:26:46,320 --> 00:26:48,070
Jim, thanks for accepting my connection
490
00:26:48,080 --> 00:26:50,640
request. It's great to have you in my network.
491
00:26:50,780 --> 00:26:53,020
Please let me know if I can introduce you
to anyone.
492
00:26:53,120 --> 00:26:57,950
It would be great to learn more about
what you do sometime or something like
493
00:26:57,960 --> 00:27:00,710
that again.
Just very chill.
494
00:27:00,730 --> 00:27:04,020
No pitching, just being cool again.
495
00:27:04,030 --> 00:27:05,620
It's a cocktail party, right?
496
00:27:05,630 --> 00:27:07,840
It's not like a hardcore networking
event.
497
00:27:07,850 --> 00:27:14,330
So that is a possible first message and
then second message, which might be the
498
00:27:14,340 --> 00:27:20,000
limit to messages after you've connected,
maybe four to six days later is something
499
00:27:20,010 --> 00:27:20,560
like this.
500
00:27:20,570 --> 00:27:22,140
Jim just wanted to reach out again and
501
00:27:22,150 --> 00:27:24,700
say thanks again for joining my network.
502
00:27:24,750 --> 00:27:26,440
I don't like it when people connect and
503
00:27:26,450 --> 00:27:28,100
then try to sell or pitch me.
504
00:27:28,110 --> 00:27:29,290
I'm not about that either.
505
00:27:29,300 --> 00:27:34,460
But I genuinely like to learn more about
what you do if you're up for a quick call
506
00:27:34,470 --> 00:27:38,620
sometime. And I have found and we have found that
507
00:27:38,630 --> 00:27:43,790
this cadence and this strategy of
messages delivers tremendous results.
508
00:27:44,060 --> 00:27:47,760
Number one, it's just so powerfully human
and genuine.
509
00:27:48,130 --> 00:27:52,080
And number two, there's nothing about
selling in here at all.
510
00:27:52,090 --> 00:27:56,560
This is just about, as I said a moment
ago, being interested, which makes you
511
00:27:56,570 --> 00:27:59,570
interesting. It's just a natural law of human nature.
512
00:27:59,950 --> 00:28:05,400
But the other really powerful thing here
is if number one, you have targeted your
513
00:28:05,410 --> 00:28:09,600
buyer avatar and you've reached out to a
person that is a potential fit for what
514
00:28:09,610 --> 00:28:13,540
you offer.
And number two, your profile is primed
515
00:28:13,550 --> 00:28:15,070
and you look the part.
516
00:28:15,570 --> 00:28:18,160
People are going to check you out during
517
00:28:18,170 --> 00:28:21,820
this message cadence and right after
you've reached out to connect with them.
518
00:28:21,830 --> 00:28:27,430
And what that does is give them that
frame of mind coming into the call if
519
00:28:27,440 --> 00:28:29,950
they do agree or accept a call.
520
00:28:29,960 --> 00:28:31,480
I have a call with you now.
521
00:28:31,490 --> 00:28:34,410
They already know who you are and what
you do, and it just makes it so much
522
00:28:34,420 --> 00:28:36,740
easier. So it's kind of like the unsellables
523
00:28:37,300 --> 00:28:39,530
method. It's like the unpitched method.
524
00:28:39,540 --> 00:28:42,030
It's like by the time you get on the
call, they kind of already know what you
525
00:28:42,040 --> 00:28:43,750
do. They already know what industry you're in
526
00:28:43,760 --> 00:28:46,210
and it just makes that call so much
easier.
527
00:28:47,310 --> 00:28:49,380
Ok. Let's talk about some lag indicators.
528
00:28:49,390 --> 00:28:51,510
And what I mean here is that if you're
529
00:28:51,520 --> 00:28:54,910
going to go to the effort to actually do
this on a consistent basis, it's
530
00:28:54,920 --> 00:28:59,590
important to know if what you're doing is
producing the right result.
531
00:28:59,970 --> 00:29:03,700
I said earlier, it's important to do the
right thing because it's the right thing,
532
00:29:03,710 --> 00:29:07,210
but it's also important to know if you're
actually getting anywhere with it.
533
00:29:07,230 --> 00:29:11,060
So because we've done so much of this and
we've helped so many of our customers do
534
00:29:11,070 --> 00:29:16,310
this, what we've found is that there's
actually some data and some benchmarks
535
00:29:16,570 --> 00:29:17,400
that we have.
536
00:29:17,410 --> 00:29:19,370
To be good indicators as to whether or
537
00:29:19,380 --> 00:29:24,490
not. You're performing within an acceptable
538
00:29:25,250 --> 00:29:28,620
standard for.
Direct outreach.
539
00:29:28,760 --> 00:29:31,730
And so we have a spreadsheet that we can
share with you.
540
00:29:31,740 --> 00:29:33,110
It's a part of this module.
541
00:29:33,120 --> 00:29:34,870
It'll be linked somewhere below this
542
00:29:34,880 --> 00:29:37,310
video. So it's a very simple spreadsheet and you
543
00:29:37,320 --> 00:29:41,450
can use it to keep track of your number
of connections that you make on a daily
544
00:29:41,460 --> 00:29:45,020
basis. But also these three key indicators.
545
00:29:45,030 --> 00:29:46,220
These are lag indicators.
546
00:29:46,440 --> 00:29:48,510
And so if you're going to go to the
547
00:29:48,520 --> 00:29:52,010
effort of doing this, you want to make
sure you're getting at least a 20 %
548
00:29:52,020 --> 00:29:54,930
except rate.
So for every 10 people you reach out to,
549
00:29:54,940 --> 00:29:57,630
you want at least two to accept your.
550
00:29:57,640 --> 00:29:58,890
Connection request.
551
00:29:59,430 --> 00:30:04,760
And then in terms of message response
rate, you want at least 15 % to reply to
552
00:30:04,770 --> 00:30:07,200
the messages that you send them.
553
00:30:07,210 --> 00:30:08,870
So there's that first connection, and
554
00:30:08,880 --> 00:30:10,930
then second and third followup messages.
555
00:30:10,990 --> 00:30:14,000
So you want at least a 15 % reply rate
556
00:30:14,010 --> 00:30:17,440
from any of those or all of those
together.
557
00:30:17,450 --> 00:30:23,630
And then finally, you want to get at
least a 15 % call booking rate for your
558
00:30:24,010 --> 00:30:27,150
audience. So this is where you saw in that second.
559
00:30:27,860 --> 00:30:32,950
3rd Message where you gently suggested
that maybe we can get on a call and so
560
00:30:32,960 --> 00:30:36,940
yeah, you're looking for at least a 15 %
or greater call booking rate.
561
00:30:37,920 --> 00:30:41,730
Ok. So for leveraged content, so these
are personal posts.
562
00:30:41,740 --> 00:30:44,170
I'm going to talk here about why this is
so important.
563
00:30:44,180 --> 00:30:47,660
So this again, is the content that you're
going to put up that other people are
564
00:30:47,670 --> 00:30:49,120
going to see in the feed.
565
00:30:49,180 --> 00:30:51,870
This is really probably the most pure
566
00:30:51,880 --> 00:30:54,290
form of what is organic content.
567
00:30:54,300 --> 00:30:56,090
When people think about or talk about
568
00:30:56,100 --> 00:30:59,850
organic content, this is really what most
people think of.
569
00:30:59,860 --> 00:31:03,860
So the goal of personal posts is to
create leadership.
570
00:31:04,260 --> 00:31:07,600
There's lots of people who think that
there are other reasons.
571
00:31:07,610 --> 00:31:13,900
Use personal posts like likability and
trust and authority.
572
00:31:13,910 --> 00:31:16,690
And those things are really important,
but the key.
573
00:31:17,580 --> 00:31:23,050
Outcome that we want with personal posts
is for you to become a leader in your
574
00:31:23,060 --> 00:31:25,890
market. We want people to see you as that person
575
00:31:25,900 --> 00:31:26,860
on the stage.
576
00:31:27,020 --> 00:31:28,570
Like I talked about a moment ago, the
577
00:31:28,580 --> 00:31:30,500
keynote speaker at the conference.
578
00:31:30,930 --> 00:31:33,170
Whatever industry you're in, envision
579
00:31:33,180 --> 00:31:38,090
yourself as the keynote speaker talking
at the biggest conference in your
580
00:31:38,100 --> 00:31:41,250
industry. That's how you should be thinking about
581
00:31:41,260 --> 00:31:43,440
yourself and the creation of your
content.
582
00:31:43,920 --> 00:31:47,970
And a common trap people fall into with
this type of content is constantly.
583
00:31:47,980 --> 00:31:51,390
Being promotional and it's understandable
if they haven't done it because they
584
00:31:51,400 --> 00:31:54,830
don't know what else to do and that's
really a fast way to become irrelevant
585
00:31:54,910 --> 00:31:59,010
and people will not follow or read what
you have to say if you do this so.
586
00:31:59,840 --> 00:32:05,260
You know, looking through the swipes or
the feed as you go, you'll notice there's
587
00:32:05,270 --> 00:32:07,860
really going to be a mix of.
588
00:32:09,020 --> 00:32:10,950
People that are doing some thought
589
00:32:10,960 --> 00:32:14,790
leadership, but not very many people are
going to do what we're going to teach
590
00:32:14,800 --> 00:32:18,280
you, which is the content matrix I've
mentioned a few times.
591
00:32:18,500 --> 00:32:25,140
So the key here is that you really think
about not being promotional and just
592
00:32:25,340 --> 00:32:30,210
becoming someone that your audience can
naturally trust because you've become a
593
00:32:30,220 --> 00:32:33,680
leader and helped them or taught them
something.
594
00:32:34,440 --> 00:32:39,200
All right?
So leverage content formula this here is.
595
00:32:39,300 --> 00:32:45,290
Where we're now starting to get into the
how and what you should be writing about.
596
00:32:45,540 --> 00:32:51,310
So this is, for example, one of the
things that we really believe in as a
597
00:32:51,320 --> 00:32:57,000
powerful content strategy and that is
talking about the mistakes people make in
598
00:32:57,010 --> 00:33:02,330
your market, your ideal customer, you
know, the mistakes they make better than
599
00:33:02,340 --> 00:33:05,830
anyone. So it's important to think about writing
600
00:33:05,840 --> 00:33:10,850
around this subject and write out a list
of the mistakes they're making and the
601
00:33:10,860 --> 00:33:14,580
pain. Of making that mistake, remind people of
602
00:33:14,590 --> 00:33:15,810
how much that hurts.
603
00:33:15,850 --> 00:33:17,900
Also talk about the pleasure of fixing
604
00:33:17,910 --> 00:33:22,930
it. Now, the key here is what, not how so the
605
00:33:22,990 --> 00:33:28,460
idea here is how to get rid of the
problem and get the results without
606
00:33:28,470 --> 00:33:31,380
exactly explaining the nitty gritty of
how to do it.
607
00:33:31,390 --> 00:33:35,650
And the reason that you take that
strategy is to peak people's curiosity
608
00:33:36,110 --> 00:33:40,490
so. The idea with the pain of making a
609
00:33:40,500 --> 00:33:43,530
mistake. Let's say maybe somebody doesn't have
610
00:33:43,540 --> 00:33:48,450
enough money if they're doing something
wrong in their business, or they feel
611
00:33:48,460 --> 00:33:52,470
like they're stuck and they can't move
forward, or they're spending too much
612
00:33:52,480 --> 00:33:54,080
time figuring things out.
613
00:33:54,840 --> 00:33:58,230
Maybe they can't take vacations or enjoy
614
00:33:58,240 --> 00:34:02,130
breaks because they're just spending all
their time doing something that you can
615
00:34:02,140 --> 00:34:02,920
help them solve.
616
00:34:02,930 --> 00:34:05,250
They don't have any peace in their family
617
00:34:05,260 --> 00:34:08,280
life, and in terms of the pleasure of
fixing it.
618
00:34:08,290 --> 00:34:11,719
Well, maybe it's showing them the results
that they could get.
619
00:34:11,730 --> 00:34:16,909
Like if you're an agency and you're
helping dentists, for example, you could
620
00:34:16,920 --> 00:34:22,060
talk about the pleasure of having clients
just booking appointments all the time
621
00:34:22,070 --> 00:34:27,440
and how that gives them more time off
with their family and not worrying about
622
00:34:27,449 --> 00:34:30,219
bills or wondering if they're going to be
able to make payroll in the dental
623
00:34:30,230 --> 00:34:33,100
office. Maybe it's about making them feel
624
00:34:33,110 --> 00:34:36,260
successful because they're actually
accomplishing growth in their business
625
00:34:36,270 --> 00:34:38,429
and making money and providing.
626
00:34:38,960 --> 00:34:42,690
Something that is a deeper meaning in
627
00:34:42,699 --> 00:34:45,870
their life, like being able to get their
children into a private school.
628
00:34:45,880 --> 00:34:51,469
These are all really important pieces
about leveraged content and how deep you
629
00:34:51,480 --> 00:34:53,830
should be going in your writing.
630
00:34:54,659 --> 00:34:55,630
Now which platform?
631
00:34:55,639 --> 00:35:00,540
Well, Facebook or Instagram or sorry,
Facebook or LinkedIn, it doesn't matter.
632
00:35:00,680 --> 00:35:02,450
It's really where is your audience.
633
00:35:02,460 --> 00:35:04,820
And in many cases today we're seeing
634
00:35:05,420 --> 00:35:07,310
buyer avatars in both places.
635
00:35:07,320 --> 00:35:09,280
So it's really where you're more
636
00:35:09,290 --> 00:35:13,230
comfortable and where your buyer exists
and lives.
637
00:35:13,320 --> 00:35:14,450
That's the key.
638
00:35:14,460 --> 00:35:17,240
And the beauty with Vibot is if you have
639
00:35:17,720 --> 00:35:23,160
audiences in both places, you can cross
post very easily through the platform,
640
00:35:23,440 --> 00:35:24,500
the same content.
641
00:35:24,750 --> 00:35:27,060
With one click, and that is one of the
642
00:35:27,070 --> 00:35:31,720
great advantages of the Vbo platform is
being able to do that, but also to
643
00:35:31,730 --> 00:35:36,920
moderate and respond to comments and
likes in the platform as well without
644
00:35:36,930 --> 00:35:42,470
having to go to either Facebook or
LinkedIn or Instagram.
645
00:35:43,110 --> 00:35:45,950
So really doesn't matter, but.
646
00:35:47,370 --> 00:35:48,940
Choose your platform if you have to
647
00:35:48,950 --> 00:35:52,110
choose one and work it, OK.
648
00:35:52,310 --> 00:35:53,860
Really important thing here is to talk
649
00:35:53,870 --> 00:35:58,550
about stages of awareness and some common
starting points for organic lead
650
00:35:58,560 --> 00:36:02,550
generation. If you haven't seen this before, I want
651
00:36:02,560 --> 00:36:04,040
to walk through this with you.
652
00:36:04,050 --> 00:36:05,880
If you have seen this before, bear with
653
00:36:05,890 --> 00:36:11,790
me because it's always good to revisit
the foundational elements of buyer
654
00:36:11,800 --> 00:36:14,040
awareness. So what is buyer awareness?
655
00:36:14,050 --> 00:36:17,290
Well, at the very bottom here.
656
00:36:17,660 --> 00:36:19,440
Let's start at the top, actually.
657
00:36:20,020 --> 00:36:25,890
People who are most aware are prospects
who know your product and they really
658
00:36:25,900 --> 00:36:27,430
just need to know the deal.
659
00:36:27,440 --> 00:36:29,810
So these aren't people that you really
660
00:36:29,820 --> 00:36:33,630
need to do any organic content marketing
for because they're already in your
661
00:36:33,640 --> 00:36:35,130
world. They're already a lead, even probably
662
00:36:35,140 --> 00:36:39,030
already talked to them or maybe met them
in person, and that's not something that
663
00:36:39,040 --> 00:36:41,380
is a good use of organic content.
664
00:36:42,870 --> 00:36:44,520
Activity product aware.
665
00:36:44,530 --> 00:36:48,180
Well, your prospect knows what you sell,
but isn't sure it's right for them.
666
00:36:48,190 --> 00:36:53,540
Again, they've probably already been to
your website, maybe they've consumed some
667
00:36:53,550 --> 00:36:58,480
of your content, and I'm going to show
you in the content matrix in a moment how
668
00:36:58,490 --> 00:37:00,290
organic can actually help.
669
00:37:00,710 --> 00:37:02,940
But in terms of lead generation, which is
670
00:37:02,950 --> 00:37:10,010
the purpose of this module, the next two
solution, aware and pain aware, are great
671
00:37:10,410 --> 00:37:13,170
audiences for organic content.
672
00:37:13,490 --> 00:37:16,470
So solution aware is a situation where
673
00:37:16,480 --> 00:37:21,620
your prospect knows the result he wants,
but not that your product provides it.
674
00:37:21,630 --> 00:37:27,700
So this is where organic content becomes
really powerful and pain aware is
675
00:37:27,720 --> 00:37:33,330
probably even more valuable, because now
here's a situation where your prospect
676
00:37:33,340 --> 00:37:37,030
senses he's got a problem but doesn't
know there's a solution.
677
00:37:37,040 --> 00:37:38,260
So these two.
678
00:37:39,380 --> 00:37:40,630
Awareness stages.
679
00:37:40,640 --> 00:37:45,230
We talk about these in other parts of the
Vibot Academy, so this shouldn't be new
680
00:37:45,240 --> 00:37:47,440
to you if you're going through some of
the other modules.
681
00:37:47,900 --> 00:37:53,890
But when you're writing content, think
about people who are in pain and they
682
00:37:53,900 --> 00:37:55,700
know the result they want.
683
00:37:55,860 --> 00:37:59,530
That is going back to that slide that I
684
00:37:59,540 --> 00:38:05,970
had a moment ago, which is the mistakes
they're making and the pain of making
685
00:38:05,980 --> 00:38:08,660
that mistake.
And I've got a graphic here in a minute
686
00:38:08,670 --> 00:38:09,900
that I'm going to show you.
687
00:38:09,910 --> 00:38:11,170
So unaware.
688
00:38:11,250 --> 00:38:14,940
Not really, you know, unaware stage of
awareness.
689
00:38:14,950 --> 00:38:18,460
The person really doesn't have any
knowledge of anything except maybe their
690
00:38:18,470 --> 00:38:19,830
own identity or opinion.
691
00:38:19,970 --> 00:38:23,160
And it's not an audience that is worth
692
00:38:23,170 --> 00:38:26,440
writing to.
It's the audience in pain and the
693
00:38:26,450 --> 00:38:29,610
audience that's looking for a solution to
their problem.
694
00:38:30,330 --> 00:38:34,910
So this is the organic road map that we
put together, which is really intended to
695
00:38:35,630 --> 00:38:42,740
kind of simplify the strategy or the
content creation strategy for you as you
696
00:38:42,750 --> 00:38:46,750
go forth and execute this in your market.
697
00:38:46,970 --> 00:38:49,880
So on the left here, we've got these two
698
00:38:49,890 --> 00:38:53,740
big bubbles and they relate to that slide
ahead a moment ago.
699
00:38:53,770 --> 00:38:59,020
So remember we talked about coming up
with the mistakes that your customer is
700
00:38:59,030 --> 00:39:02,270
making. Your ideal customer and the results they
701
00:39:02,280 --> 00:39:05,230
want. These numbers outside these bubbles are
702
00:39:05,240 --> 00:39:08,910
intended to represent 9 things you should
be coming up with.
703
00:39:08,920 --> 00:39:13,240
Nine things, nine mistakes that your
audience is making.
704
00:39:13,370 --> 00:39:15,520
Take the time to write them out.
705
00:39:16,400 --> 00:39:19,370
Each one is going to become a post or a
706
00:39:19,380 --> 00:39:21,820
subject that you can write about in the
future.
707
00:39:22,300 --> 00:39:24,300
Same thing with the results they want.
708
00:39:24,620 --> 00:39:26,970
Talk about 9 different results and the
709
00:39:26,980 --> 00:39:28,370
benefits of those results.
710
00:39:28,380 --> 00:39:30,380
Like I was talking about earlier, like.
711
00:39:30,390 --> 00:39:33,960
Not just saving time and money, that's
not good enough.
712
00:39:33,970 --> 00:39:35,160
It's not strong enough.
713
00:39:35,170 --> 00:39:36,900
You have to be able to talk about the
714
00:39:36,910 --> 00:39:41,690
deep results that they want, the ultimate
benefit these then.
715
00:39:42,100 --> 00:39:45,890
Become a content type you decide that you
want to use.
716
00:39:45,900 --> 00:39:50,590
Could be text, could be picture, could be
video and then on which platform, which
717
00:39:50,600 --> 00:39:54,200
is again LinkedIn or Facebook or both.
718
00:39:54,680 --> 00:39:57,860
And then take action, put it out there,
719
00:39:58,120 --> 00:40:01,410
get it on the platform all right.
720
00:40:02,650 --> 00:40:06,200
Now some example mistakes that you could
721
00:40:06,210 --> 00:40:11,780
use in this example here might be topics
related to false beliefs or what I
722
00:40:11,790 --> 00:40:13,320
mentioned earlier, sacred cows.
723
00:40:13,330 --> 00:40:15,580
So things that people think are true
724
00:40:15,590 --> 00:40:20,550
about their market or about the thing
that you offer but isn't, and so you want
725
00:40:20,560 --> 00:40:21,740
to demolish that.
726
00:40:21,790 --> 00:40:23,690
Maybe business mistakes people are making
727
00:40:23,700 --> 00:40:28,770
or financial mistakes people think they
always need to buy the best brand or hire
728
00:40:28,780 --> 00:40:29,840
the most well known.
729
00:40:29,850 --> 00:40:31,900
But maybe that's not true and you can
730
00:40:31,910 --> 00:40:37,660
tell. Y if you are a marketer and you're
731
00:40:37,760 --> 00:40:42,460
communicating to your audience and
helping them understand the mistakes
732
00:40:42,470 --> 00:40:45,130
they're making with their messaging, you
could tell them that.
733
00:40:45,140 --> 00:40:47,360
So those are examples of some mistakes.
734
00:40:47,370 --> 00:40:50,620
Some example results that you could
735
00:40:50,760 --> 00:40:55,940
consider would be things like using the
dentist example again, getting clients
736
00:40:55,950 --> 00:40:59,090
consistently. That's a great example.
737
00:40:59,620 --> 00:41:02,220
And back to those deep needs, enjoying
time.
738
00:41:02,230 --> 00:41:05,830
The family are feeling successful being
able to remove themselves from the
739
00:41:05,840 --> 00:41:08,070
day-to-day because clients are coming in.
740
00:41:08,080 --> 00:41:10,040
These are all some of the example results
741
00:41:10,050 --> 00:41:11,660
that those deeper needs.
742
00:41:12,460 --> 00:41:15,730
So after a while, how long, we don't
743
00:41:15,740 --> 00:41:19,030
know. Couple weeks, couple months, this thing
744
00:41:19,040 --> 00:41:23,450
called the authority effect starts to
kick in quickly, which is that you're on
745
00:41:23,460 --> 00:41:28,220
the stage and people are looking to you,
they're trusting you, they remember you,
746
00:41:28,380 --> 00:41:32,350
they now think of you and you've really
only done.
747
00:41:32,360 --> 00:41:37,610
This without any cost other than your
time, which of course is valuable, but
748
00:41:37,750 --> 00:41:39,940
these are assets that you're creating.
749
00:41:39,950 --> 00:41:41,730
So people will start to remember you and
750
00:41:41,740 --> 00:41:44,030
they'll follow you and they'll consume
your content.
751
00:41:44,420 --> 00:41:49,160
And the key thing that we hear all the
time from our customers is that by
752
00:41:49,170 --> 00:41:50,670
following this strategy.
753
00:41:51,600 --> 00:41:55,470
Those people will mention your content on
754
00:41:55,480 --> 00:42:01,590
a call and in private messages and all
those posts that you put out there, all
755
00:42:01,600 --> 00:42:04,060
of those messages, think of them like
assets.
756
00:42:04,080 --> 00:42:06,010
Don't think of them just like throwaways.
757
00:42:06,160 --> 00:42:09,180
They're absolutely assets that live on
758
00:42:09,320 --> 00:42:13,250
and you've touched people in some way
through that content.
759
00:42:13,260 --> 00:42:16,000
So really important to keep that in mind.
760
00:42:16,340 --> 00:42:19,190
And the best way to drive this point home
761
00:42:19,200 --> 00:42:21,760
is this graphic from one of our favorite.
762
00:42:21,770 --> 00:42:23,930
Books by Chet Holmes called the Ultimate
763
00:42:23,940 --> 00:42:28,660
sales machine.
And the reason that we want to share this
764
00:42:28,670 --> 00:42:34,700
graphic with you is because the mistake
most business people make digitally today
765
00:42:34,710 --> 00:42:41,230
is that they really just focus on the top
3 % of active buyers and that's where all
766
00:42:41,240 --> 00:42:42,930
the competition is.
767
00:42:43,030 --> 00:42:45,140
Focusing on the people who are just ready
768
00:42:45,150 --> 00:42:50,700
to buy right now is a tough way to make a
living because you're competing with
769
00:42:50,710 --> 00:42:55,650
everybody else.
And while it's possible that segment.
770
00:42:55,790 --> 00:43:02,790
Can see and consume and trust your
content and trust you over the long game
771
00:43:02,800 --> 00:43:03,970
and the medium game.
772
00:43:03,980 --> 00:43:06,540
There's a far better way to think about
773
00:43:06,560 --> 00:43:12,400
the power of organic content for lead
generation, and that is the next chunk on
774
00:43:12,410 --> 00:43:16,180
this pyramid, which is the 7 % who intend
to change.
775
00:43:16,480 --> 00:43:22,370
And that is where people now are in the
market, but they're not ready to make a
776
00:43:22,380 --> 00:43:26,310
decision right now like active buyers
are, and so by building.
777
00:43:26,320 --> 00:43:28,780
Up your trust in your authority and your
likability.
778
00:43:29,350 --> 00:43:34,680
This now becomes a group of people that
your competitors are not going to be able
779
00:43:34,690 --> 00:43:38,920
to influence when they move into that 3 %
of active buyers.
780
00:43:38,930 --> 00:43:43,110
And the reason is because you've already
built a relationship with these people
781
00:43:43,120 --> 00:43:49,040
through your organic content and even
more powerfully are in the slice below
782
00:43:49,050 --> 00:43:54,290
that 10 %, which is the 30 % who have a
need but are not ready to act.
783
00:43:54,590 --> 00:43:56,770
And as you continue.
784
00:43:56,780 --> 00:44:01,610
Organic strategy, you now have 40 % of
785
00:44:01,620 --> 00:44:07,460
your potential market in your influence
and that is how you eliminate
786
00:44:07,470 --> 00:44:11,460
competition. And we've seen this over and over where
787
00:44:11,470 --> 00:44:15,810
people literally dominate their markets
by using these organic strategies.
788
00:44:16,890 --> 00:44:21,980
By doing it consistently, by not
pitching, by getting their profile
789
00:44:21,990 --> 00:44:23,390
optimized and primed.
790
00:44:23,570 --> 00:44:24,780
This is how it's done.
791
00:44:24,790 --> 00:44:32,680
And so by owning this market this 30 %
and this 37 % when they finally moved to
792
00:44:32,690 --> 00:44:39,000
active buyers, very often you are number
one or always on the short list for the
793
00:44:39,010 --> 00:44:42,190
potential solution that you offer product
or service.
794
00:44:42,330 --> 00:44:46,550
So I hope that framework in that
approach.
795
00:44:47,030 --> 00:44:53,480
Was helpful for you to think about it,
because this is really the power of
796
00:44:54,040 --> 00:44:58,320
organic content.
All right, let's talk about the content
797
00:44:58,330 --> 00:44:59,780
matrix, and I'll show this to you now.
798
00:44:59,790 --> 00:45:03,490
But this is really the tactical execution
799
00:45:03,530 --> 00:45:03,900
of this.
800
00:45:03,910 --> 00:45:07,410
Now the stuff like, OK, how do I do this?
801
00:45:07,420 --> 00:45:13,180
How do I organize this?
So we've built this content matrix to
802
00:45:13,190 --> 00:45:15,910
really make organic content production
simple.
803
00:45:16,170 --> 00:45:21,760
And it's something we call the five by
five matrix and the topic creator and the
804
00:45:22,470 --> 00:45:26,260
five by five matrix is something that I'm
going to talk about now as well as the
805
00:45:26,270 --> 00:45:29,960
topic. And I'll show you how you can use these
806
00:45:29,970 --> 00:45:37,670
tools to really organize and simplify
your content production and the topics
807
00:45:37,810 --> 00:45:40,580
that you should be writing about in your
audience.
808
00:45:42,490 --> 00:45:47,340
All right, so we're in the five by five
topic creator and content matrix.
809
00:45:47,560 --> 00:45:53,060
This Google sheet will be available for
download below this video or somewhere in
810
00:45:53,070 --> 00:45:53,840
this module.
811
00:45:54,220 --> 00:45:56,230
And I want it to just take a couple of
812
00:45:56,240 --> 00:46:01,750
minutes and walk through the five by five
creator here so that you can use it as a
813
00:46:01,760 --> 00:46:06,350
tool to easily create content that you
can have at the ready and not have to
814
00:46:06,360 --> 00:46:09,700
think about content as you're getting it
produced.
815
00:46:09,710 --> 00:46:11,860
That's one of the most frustrating.
816
00:46:12,540 --> 00:46:14,640
To create organic content.
817
00:46:14,720 --> 00:46:19,410
And this is a tool that we've used to
really solve that problem, both for
818
00:46:19,420 --> 00:46:20,780
ourselves and for our clients.
819
00:46:20,800 --> 00:46:23,330
So what is the 5 by 5 topic creator for
820
00:46:23,340 --> 00:46:30,140
powerful posts that demand engagement?
Well, what we have here are five columns
821
00:46:30,400 --> 00:46:36,450
that are the main columns that you want
your audience or believe your audience or
822
00:46:36,460 --> 00:46:39,780
target buyer needs to hear or think
about.
823
00:46:39,900 --> 00:46:42,120
And I just picked really.
824
00:46:42,470 --> 00:46:44,640
Simple, straightforward example here.
825
00:46:44,670 --> 00:46:51,660
So the avatar is homeowners, or it could
be commercial landlords who may need new
826
00:46:51,670 --> 00:46:53,780
HVAC equipment.
That's the avatar.
827
00:46:53,790 --> 00:46:58,920
Notice how specific that is, right?
So what does the market need to hear?
828
00:46:58,930 --> 00:47:03,020
Well, maybe the thing that they need to
hear is that they can get premium results
829
00:47:03,030 --> 00:47:04,610
without spending top dollar.
830
00:47:04,810 --> 00:47:07,000
Maybe that's like the number one kind of
831
00:47:07,010 --> 00:47:12,620
mistake, or sacred cow, or limiting
belief that you need to destroy.
832
00:47:12,630 --> 00:47:17,270
Maybe everything around that should be
the kind of content you create.
833
00:47:17,280 --> 00:47:23,080
So each of these master topics are the
main things that you know in your market
834
00:47:23,560 --> 00:47:30,280
people think about or they are aware of,
and these should be changed to whatever
835
00:47:30,640 --> 00:47:34,200
your market has for specifics.
836
00:47:34,520 --> 00:47:36,620
So in this case, just using this HVAC
837
00:47:36,900 --> 00:47:42,130
service provider, I came up with five
simple ones like the heating subject, the
838
00:47:42,140 --> 00:47:43,100
cooling subject.
839
00:47:43,340 --> 00:47:47,290
Hiring an HVAC company, maybe.
840
00:47:47,390 --> 00:47:52,780
There's kind of like a more unwritten or
like deeper subject, like trust and
841
00:47:52,790 --> 00:47:58,990
authority, things that your buyer goes
through and that they need to have.
842
00:47:59,160 --> 00:48:01,670
Maybe trust is something they need to
have, and maybe authority is something
843
00:48:01,680 --> 00:48:02,320
you need to have.
844
00:48:02,330 --> 00:48:05,320
So customize these master topics to
845
00:48:05,330 --> 00:48:09,870
whatever. Is relevant to your market segment?
846
00:48:09,880 --> 00:48:11,720
Ok. And then the subtopics.
847
00:48:11,980 --> 00:48:14,080
These are the actual post.
848
00:48:14,880 --> 00:48:19,260
Subjects that you are going to create 25
of these.
849
00:48:19,270 --> 00:48:24,760
Before you create your first post, take
the time to think about things that you
850
00:48:24,770 --> 00:48:27,440
want to write about or create a video
about.
851
00:48:27,670 --> 00:48:33,100
So for example, under heating, maybe we
want to validate the markets paying that
852
00:48:33,410 --> 00:48:41,340
people hate being cold or that they just
feel like heating is going to be an
853
00:48:41,350 --> 00:48:46,000
expensive thing that they have to replace
so validate that.
854
00:48:46,200 --> 00:48:48,240
Maybe talk about the different types of
heating.
855
00:48:50,400 --> 00:48:54,280
Forced air versus radiant in floor
heating.
856
00:48:54,290 --> 00:48:56,390
You know, this is another example.
857
00:48:57,030 --> 00:48:58,860
Maybe talk about reducing the cost of
858
00:48:58,870 --> 00:49:01,550
heating. As an expert in your industry, you're
859
00:49:01,560 --> 00:49:06,900
going to know how to do things that your
audience doesn't talk about the truth of
860
00:49:06,910 --> 00:49:13,230
replacing versus repairing or what's
better, product A OR product B.
861
00:49:13,480 --> 00:49:18,560
So these are just some examples, but you
can use these for a way to come up with
862
00:49:18,570 --> 00:49:19,910
something for your subcategory.
863
00:49:20,240 --> 00:49:22,130
Cooling how to keep your house cool using
864
00:49:22,140 --> 00:49:22,980
less electricity.
865
00:49:23,110 --> 00:49:25,620
How it works reducing the cost of cooling
866
00:49:25,630 --> 00:49:30,570
the truth about new cooling technology
when to use fans hiring you know how to
867
00:49:30,580 --> 00:49:35,550
get the most competitive quotes or five
questions to ask every HVAC company.
868
00:49:36,120 --> 00:49:41,810
How to hire the best HVAC company for
your needs or the biggest expense in HVAC
869
00:49:41,820 --> 00:49:44,110
repairs and how to minimize them.
870
00:49:45,340 --> 00:49:47,130
Maybe I came up with this imaginary
871
00:49:47,140 --> 00:49:48,640
versus real HVAC problems.
872
00:49:49,060 --> 00:49:50,880
Maybe this is something your audience
873
00:49:50,900 --> 00:49:54,460
needs to think about, right?
Trust how do you get the highest rebates?
874
00:49:55,020 --> 00:49:59,310
If you can give somebody that insight and
capability, they would trust you.
875
00:49:59,320 --> 00:50:01,000
Case studies really important.
876
00:50:01,220 --> 00:50:02,920
Social proof you can't ignore.
877
00:50:03,500 --> 00:50:09,260
This is the perfect example of a trust
building post that demands engagement,
878
00:50:10,000 --> 00:50:11,970
showing proof of client results.
879
00:50:12,040 --> 00:50:14,290
Maybe you do a before and an after you
880
00:50:14,300 --> 00:50:15,420
know of a client.
881
00:50:15,910 --> 00:50:20,120
Had high heating or cooling bills two
882
00:50:20,130 --> 00:50:23,580
months before they worked with you and
then showed lower heating and cooling
883
00:50:23,590 --> 00:50:24,400
bills two months after.
884
00:50:24,410 --> 00:50:25,550
Something like that.
885
00:50:26,450 --> 00:50:28,850
You get the idea, Authority, product
reviews.
886
00:50:28,860 --> 00:50:30,070
These are really powerful.
887
00:50:30,180 --> 00:50:32,580
Give an opinion or maybe a test how to
888
00:50:32,590 --> 00:50:35,670
get the best heating and cooling
equipment at the lowest prices.
889
00:50:37,110 --> 00:50:39,210
Your heating and cooling system is
costing you money.
890
00:50:39,220 --> 00:50:44,270
If and then show people some stuff or
maybe a portable cooling product
891
00:50:44,280 --> 00:50:49,320
demonstration like some of those window
things that you see available on the
892
00:50:49,330 --> 00:50:53,400
market. So take the time and build out these 25
893
00:50:53,590 --> 00:50:55,540
subjects under the five.
894
00:50:58,140 --> 00:51:00,780
Master topics that are relevant to your
895
00:51:01,740 --> 00:51:05,600
audience based on your avatar and what
they need to hear.
896
00:51:05,610 --> 00:51:11,060
If you do this, you are 90 % further
along than your competitors in whatever
897
00:51:11,070 --> 00:51:15,110
market you're in and then use the
platform to publish that content.
898
00:51:15,930 --> 00:51:18,110
All right, let's talk about the content
matrix.
899
00:51:18,130 --> 00:51:19,630
This is really key.
900
00:51:19,850 --> 00:51:23,100
So we have here the seven days of the
901
00:51:23,110 --> 00:51:27,600
week across the top, Monday through
Sunday and then different.
902
00:51:27,650 --> 00:51:30,840
Beams for each day of the week.
903
00:51:30,920 --> 00:51:34,040
And the idea here is that you're
904
00:51:34,500 --> 00:51:38,550
communicating to your audience from a
different perspective every day of the
905
00:51:38,560 --> 00:51:43,230
week, and this is probably one of the
most powerful strategies for organic
906
00:51:43,240 --> 00:51:45,380
content that you will learn anywhere.
907
00:51:46,140 --> 00:51:48,410
Back in the earlier part of this video, I
908
00:51:48,420 --> 00:51:52,970
said how a lot of people are just putting
out promotional content or calls to
909
00:51:52,980 --> 00:51:57,910
action all the time, and your audience
gets immune to a numb to that.
910
00:51:57,920 --> 00:52:02,200
Messaging all the time, very quickly and
it's the fastest way for you to become
911
00:52:02,210 --> 00:52:07,730
irrelevant. So the whole point here is to give people
912
00:52:07,890 --> 00:52:12,000
a 360 degree view of you and your
business while at the same time
913
00:52:12,010 --> 00:52:15,180
informing, engaging and educating them.
914
00:52:15,730 --> 00:52:18,340
And that gives you that keynote speaker
915
00:52:18,350 --> 00:52:23,950
effect that you then become preeminent in
your market and the one that they choose
916
00:52:24,130 --> 00:52:27,800
when they get into that 3 % and they're
ready to make a buying decision.
917
00:52:28,060 --> 00:52:31,950
So I'll just go through this here and
over on the left these are different
918
00:52:31,960 --> 00:52:34,130
modalities. So color box is what you can do on
919
00:52:34,140 --> 00:52:36,370
Facebook videos to something you can do.
920
00:52:36,380 --> 00:52:39,080
Shooting a video using your cell phone
921
00:52:39,280 --> 00:52:43,150
could be long form copy, could be short
form copy, and of course you can put
922
00:52:43,160 --> 00:52:44,600
images with any of these.
923
00:52:45,000 --> 00:52:48,680
So now these are just suggested themes
924
00:52:48,900 --> 00:52:50,230
for each day of the week.
925
00:52:50,240 --> 00:52:54,420
You could move these around you could
926
00:52:54,430 --> 00:52:58,110
say, well you know, maybe the best day
for a call to action, which is what.
927
00:52:58,120 --> 00:53:01,110
Cta is on, you know.
928
00:53:01,350 --> 00:53:03,040
The next day here, Friday, you could
929
00:53:03,050 --> 00:53:04,090
change that around.
930
00:53:04,150 --> 00:53:05,870
This is just a suggested.
931
00:53:06,710 --> 00:53:10,260
Matrix so Captcha just proves you're not
a bot.
932
00:53:10,270 --> 00:53:13,310
You know, maybe a behind the scenes of
your business, maybe say something a
933
00:53:13,320 --> 00:53:16,730
little vulnerable or rant about something
that ticks you off.
934
00:53:16,740 --> 00:53:19,580
You know, maybe daily life in your
business.
935
00:53:19,590 --> 00:53:21,670
You know what's just a normal thing.
936
00:53:21,680 --> 00:53:24,160
Maybe a selfie plus a comment or an event
937
00:53:24,170 --> 00:53:24,860
you're going to.
938
00:53:24,870 --> 00:53:29,110
Or maybe your worldviews on the industry
939
00:53:29,120 --> 00:53:30,720
that you work in Tuesday.
940
00:53:30,730 --> 00:53:31,810
Evidence of skill.
941
00:53:32,770 --> 00:53:33,780
Show some leadership.
942
00:53:33,790 --> 00:53:35,610
You know what it is that you do that's
943
00:53:35,620 --> 00:53:39,460
unique in your business or teach
something or maybe do a teaching series,
944
00:53:39,470 --> 00:53:40,730
maybe teaching Tuesday.
945
00:53:40,970 --> 00:53:43,920
Is that actually didn't plan that.
946
00:53:43,930 --> 00:53:44,980
It just happened to be Tuesday.
947
00:53:44,990 --> 00:53:46,320
So yeah, maybe it's teaching Tuesdays.
948
00:53:46,330 --> 00:53:49,390
You know, you teach about back to the
HVAC example.
949
00:53:49,510 --> 00:53:54,540
Maybe you teach about heating and cooling
strategies for like commercial landlords
950
00:53:54,550 --> 00:53:55,580
or something like that.
951
00:53:55,590 --> 00:53:57,200
Maybe talk about your professional values
952
00:53:57,210 --> 00:53:57,860
in your industry.
953
00:53:57,870 --> 00:53:59,220
A lot of people don't know about those
954
00:53:59,230 --> 00:54:00,590
things. That's really important.
955
00:54:01,270 --> 00:54:03,270
Ask me anything or Q and A.
956
00:54:03,280 --> 00:54:05,380
You could go live if you want on Facebook
957
00:54:05,400 --> 00:54:08,910
if you have a big enough audience and
just see if there's anybody in your
958
00:54:08,920 --> 00:54:10,220
network that has any questions.
959
00:54:10,680 --> 00:54:12,490
Maybe behind the scenes you know what's
960
00:54:12,500 --> 00:54:13,590
going on in the business.
961
00:54:13,600 --> 00:54:15,790
Maybe you bought some new software, maybe
962
00:54:15,800 --> 00:54:17,400
you got new van or new tools.
963
00:54:17,580 --> 00:54:18,950
People like that stuff.
964
00:54:18,960 --> 00:54:20,660
There's nothing too small here.
965
00:54:20,740 --> 00:54:21,980
Wednesday proof of results.
966
00:54:21,990 --> 00:54:25,750
This is super, super powerful for you to
build credibility and trust with your
967
00:54:25,760 --> 00:54:30,050
audience. A client testimonial, maybe a letter that
968
00:54:30,060 --> 00:54:32,810
somebody wrote, you could copy that or
show a picture of it.
969
00:54:32,820 --> 00:54:34,600
Maybe you could even have a video of.
970
00:54:34,610 --> 00:54:36,320
Client results back to what I showed a
971
00:54:36,330 --> 00:54:41,150
minute ago of like before and after maybe
some reviews that you've got on Google
972
00:54:41,160 --> 00:54:43,850
reviews or from some other review site.
973
00:54:44,390 --> 00:54:46,040
Again the client before and after client
974
00:54:46,050 --> 00:54:50,360
result Roundup could be like a roundup of
all the results you've had for your
975
00:54:50,370 --> 00:54:52,680
clients in the last thirty sixty ninety
days.
976
00:54:52,690 --> 00:54:56,770
Just kind of post all those in a carousel
or a multiple pictures.
977
00:54:57,110 --> 00:55:00,690
All right, so the point of all this is
the call to action.
978
00:55:00,770 --> 00:55:04,490
This is really the punch line of this
entire module.
979
00:55:04,500 --> 00:55:06,230
Which is generating leads.
980
00:55:06,510 --> 00:55:08,700
And a lot of leads over time are going to
981
00:55:08,710 --> 00:55:10,980
come to you kind of on their own.
982
00:55:10,990 --> 00:55:14,200
But you can generate leads on demand by
983
00:55:14,210 --> 00:55:17,690
putting a call to action out there for
your business.
984
00:55:17,820 --> 00:55:22,620
So a direct call to action would be like
an offer that you have something that is
985
00:55:22,630 --> 00:55:25,600
like maybe a free quote or a free
assessment.
986
00:55:25,990 --> 00:55:30,760
You know, those things are very powerful
and if you have an audience that knows,
987
00:55:30,770 --> 00:55:34,720
likes and trusts you, this column becomes
so.
988
00:55:34,870 --> 00:55:39,940
Easy, because now when you make that
offer through your call to action, people
989
00:55:39,950 --> 00:55:41,450
will take you up on it.
990
00:55:41,460 --> 00:55:42,910
So you could just do a direct call to
991
00:55:42,920 --> 00:55:45,210
action. You could do like a video plus a call to
992
00:55:45,220 --> 00:55:49,240
action or a story of a client that you
helped, maybe a case study.
993
00:55:49,720 --> 00:55:53,830
Or you could say I'm looking for three
clients who would like to get a quote on
994
00:55:53,840 --> 00:55:55,140
our latest product.
995
00:55:56,180 --> 00:55:58,840
Maybe you could put a post up with a link
996
00:55:58,960 --> 00:56:02,820
to an offer that's a landing page and
that landing page is something that you
997
00:56:02,830 --> 00:56:04,880
build out on V boat and you have.
998
00:56:04,890 --> 00:56:07,440
Therefore people to then go and fill in a
999
00:56:07,450 --> 00:56:11,620
form and maybe that kicks off some
automations that automatically then sends
1000
00:56:11,630 --> 00:56:13,060
them the offer.
1001
00:56:13,070 --> 00:56:14,940
So this is really the point of the whole
1002
00:56:14,950 --> 00:56:17,160
week. And again, pick the day of the week that
1003
00:56:17,170 --> 00:56:19,490
you think your audience is going to be
best suited.
1004
00:56:19,890 --> 00:56:21,180
Friday, refresh the mind.
1005
00:56:21,190 --> 00:56:22,990
So it could just be other side of life,
1006
00:56:23,170 --> 00:56:24,760
nothing to do with your work.
1007
00:56:24,810 --> 00:56:27,120
Maybe you're into gardening, succulents
1008
00:56:27,130 --> 00:56:28,590
or something, I don't know.
1009
00:56:28,750 --> 00:56:29,830
Show some gratitude.
1010
00:56:29,850 --> 00:56:34,300
Maybe your favorite barbecue, recipe
maybe something that inspires you, maybe
1011
00:56:34,310 --> 00:56:35,620
a quote or a simple image.
1012
00:56:35,630 --> 00:56:39,570
Video Share Saturday is really all about
1013
00:56:39,580 --> 00:56:42,040
entertaining, is really all about
follower retention.
1014
00:56:42,400 --> 00:56:47,090
So share your opinion on something, or
maybe something controversial or current
1015
00:56:47,100 --> 00:56:48,360
trend. Tell a story.
1016
00:56:48,560 --> 00:56:49,840
Share A cool insight.
1017
00:56:50,360 --> 00:56:51,950
Maybe there's a secondary theme here in
1018
00:56:51,960 --> 00:56:56,440
your life.
These are some examples for the entertain
1019
00:56:56,460 --> 00:56:57,990
segment. And then.
1020
00:56:58,560 --> 00:57:02,040
Finally, we engage post type.
1021
00:57:02,120 --> 00:57:03,440
This is for the juice.
1022
00:57:03,540 --> 00:57:08,020
This post type right here is going to get
you the most likes and shares.
1023
00:57:08,400 --> 00:57:12,910
All of the other ones here, they may not
and that's OK and this is where a lot of
1024
00:57:12,920 --> 00:57:18,250
people get sad or discouraged with
organic is that they put all this stuff
1025
00:57:18,260 --> 00:57:20,180
up, but it doesn't get a lot of action.
1026
00:57:20,420 --> 00:57:22,950
Don't worry, your audience is watching.
1027
00:57:22,960 --> 00:57:24,140
They're participating.
1028
00:57:24,900 --> 00:57:26,290
Just because you don't get a like or a
1029
00:57:26,300 --> 00:57:28,260
share doesn't mean that this isn't
working.
1030
00:57:28,270 --> 00:57:32,040
It's working and you will see it's
working and here it's working when you
1031
00:57:32,050 --> 00:57:34,620
get on the phone with people and have
those private messages.
1032
00:57:34,860 --> 00:57:37,560
So the engaged post type this theme.
1033
00:57:37,760 --> 00:57:39,910
Here are some examples you could say if
1034
00:57:39,920 --> 00:57:45,170
I. Was to do something, what would you think
1035
00:57:45,180 --> 00:57:49,780
about that or again controversies really
good for post engagement.
1036
00:57:50,800 --> 00:57:54,220
I want to talk about something today like
hey XYZ, you know there's a big trend in
1037
00:57:54,230 --> 00:57:59,730
the industry for solar panels like what I
think about is this, what do you think or
1038
00:57:59,740 --> 00:58:03,680
question?
I'm going to buy a new phone.
1039
00:58:03,690 --> 00:58:06,630
Should I, should I get an iPhone or
should I get an Android?
1040
00:58:06,690 --> 00:58:08,910
Ask your audience that question.
1041
00:58:09,010 --> 00:58:11,730
Something simple, share an opinion.
1042
00:58:11,770 --> 00:58:15,340
You know, this kind of comes back to
worldviews, but your opinion could be
1043
00:58:15,350 --> 00:58:21,360
like maybe what you think of power rates
or two tier power rates.
1044
00:58:21,370 --> 00:58:24,780
Like for example in California they
started charging you more money when you
1045
00:58:24,790 --> 00:58:27,330
go over a certain power consumption.
1046
00:58:28,100 --> 00:58:28,860
Stuff like that.
1047
00:58:28,870 --> 00:58:32,260
Just using the HVAC example again, or
maybe a viral.
1048
00:58:32,270 --> 00:58:36,650
There something that came into your feed
that just got a zillion views that you
1049
00:58:36,660 --> 00:58:42,010
want to share, so this document will be
available for download for you in the
1050
00:58:42,020 --> 00:58:45,320
resources section of this video, but the
topic creator.
1051
00:58:46,150 --> 00:58:51,060
Combined with their content matrix is
really your secret weapon to use to
1052
00:58:51,070 --> 00:58:57,150
create content for you and I hope this is
helpful for you.
1053
00:58:57,810 --> 00:58:58,130
All right.
1054
00:58:58,140 --> 00:59:00,390
And then finally use the platform.
1055
00:59:00,570 --> 00:59:04,400
The platform was designed for exactly
what we've been talking about in this
1056
00:59:04,410 --> 00:59:09,180
module. It is built purpose built for you to put
1057
00:59:09,190 --> 00:59:14,580
your content out there through the
platform and engage with your audience
1058
00:59:14,590 --> 00:59:15,880
and use the analytics.
1059
00:59:16,010 --> 00:59:18,390
To see what the demographics are, you
1060
00:59:18,400 --> 00:59:23,030
know, this is a screen shot from our own
Facebook page and you can see that a
1061
00:59:23,040 --> 00:59:28,170
pretty large percentage, the majority are
men in our audience with the minority
1062
00:59:28,180 --> 00:59:31,880
being women.
And we can see just down here in the
1063
00:59:31,890 --> 00:59:37,230
screen shot that New York is like number
one place in the United States where
1064
00:59:37,240 --> 00:59:39,010
people come from.
1065
00:59:39,020 --> 00:59:42,540
And these things are going to be totally
1066
00:59:43,220 --> 00:59:44,940
specific to your situation.
1067
00:59:45,020 --> 00:59:46,010
So if you're.
1068
00:59:46,020 --> 00:59:49,610
Building an audience, let's say you're in
Cincinnati and you're HVAC company.
1069
00:59:49,620 --> 00:59:55,010
Well then you know it should show
Cincinnati as where most of your audience
1070
00:59:55,210 --> 00:59:57,230
is coming from in terms of post
engagement.
1071
00:59:57,440 --> 01:00:01,310
So these are the analytics, but of course
there's other training and a whole other
1072
01:00:01,320 --> 01:00:06,020
module on how to use vbelt social
platform to really bring this strategy to
1073
01:00:06,030 --> 01:00:13,550
life and make your business sing with
lead flow using this strategy.
1074
01:00:14,010 --> 01:00:15,810
So I want to thank you for your time.
1075
01:00:16,030 --> 01:00:18,310
And wish you nothing but success.
1076
01:00:18,320 --> 01:00:21,890
We're here if you have any questions and
you need any support with this, whether
1077
01:00:21,900 --> 01:00:27,290
it's with the platform, whether it's with
any content strategy and look forward to
1078
01:00:27,300 --> 01:00:28,820
hearing about your success.
1079
01:00:29,040 --> 01:00:31,270
And I want to thank you on behalf of
1080
01:00:31,280 --> 01:00:35,290
Vibot for being a customer and look
forward to speaking with you soon.
95262
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