December 8

Episode 103: SEO – What is it & Why is it important with AJ Saunders

1  comments

In the last decade, AJ has launched an eBook publishing company, a global e-commerce shop, and started a number of companies.

AJ Saunders Biography

AJ says:

It’s easy to trace where my love of digital started. A friend’s dad showed me and his son how to write HTML code. Learning the basics of how to build a website sparked a love of digital marketing that continues to this day.

Over the years, I’ve developed my digital marketing skills with a strong focus on SEO, copywriting, and blogging. Even after all of these years, I’m still curious about online marketing, SaaS, and all things digital.

In the last decade, I’ve launched an eBook publishing company, a global ecommerce shop, and started the current brands in the AJS Digital Group’s portfolio.

Also, I’ve built countless websites for a range of clients and advised many on how to develop and implement a digital strategy for their business.

Questions in This Episode

  • What is SEO?
  • What is a digital marketing strategy?
  • How is marketing strategy different from marketing tactics or campaigns?
  • How can I devise an effective digital marketing strategy?
  • Your offer
  • Who you are trying to reach
  • Where they are
  • What channels you’ll use
  • How does marketing budget factor into strategy?

Links & Resources Mentioned…

Read The Transcript

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(upbeat music)

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- Welcome back to the "Get
Unstuck and On Target" podcast.

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I'm Mike O'Neill with Bench Builders

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and we work with companies,
especially manufacturers,

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that want to grow their business,

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but they're struggling
with people, process,

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or planning problems.

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Joining me today from
the UK is AJ Saunders.

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AJ is a digital marketing
consultant and SEO coach.

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AJ has been an SEO geek since 2014,

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and he's built hundreds
of websites for clients

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in a wide range of industries.

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In the last decade,

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AJ has launched an ebook
publishing company,

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a global eCommerce shop,

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and he has started a number of companies.

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Welcome, AJ.

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- Hey, thanks for having me then, Mike.

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It's great to be here.

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- AJ, I think you and
I first crossed paths

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through the Gurus Gather live event.

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Does that sound right?

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- Right, right, yeah, indeed.

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- And in that conversation,
what I just kind of learned

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is that there is some universality,

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if that's the right way
of saying this, right,

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with this topic, but SEO, that is the area

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that I would like us to kind
of start our conversation.

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- Perfect, perfect.

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As you know, our listeners
are business leaders.

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Many of them are business
owners and they probably

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know what SEO stands for,

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but I wanna spend our
first part of this podcast,

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tell me, SEO, it stands for.

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- So it sounds for search optimization.

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- Search engine optimization,
that's a real fancy word.

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What's it mean?

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- So how I see SEO is I see we're trying

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to encourage Google to favor our website

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over other websites because the content

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that we can provide and
the answers we can help

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the end user with is better
than everything else out there.

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So if you imagine you are
selling, say, you know, tractors,

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and I deal with a lot of manufacturers,

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so they probably are buying,
you know, tractors, forklifts.

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- Yes.

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- For me as a consultant,

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I want to help that that
business sell more tractors

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or more forklifts by making
them really attract to Google.

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And the way we do that is
by having pages and posts

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that are built out and
really discuss the topic

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in depth so they get seen as the expert

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within their industry,
but also they're doing it

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in a unique and credible way.

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So they're not republishing
the same old material,

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they're not talking about
things in the same way.

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They're thinking about different,

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different ways of saying a topic,

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and that's how I see SEO.

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So I don't see it as this dark art.

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I don't see it as something
that's very mystical

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or very kind of very highfalutin.

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I just see it as another
way to market your business

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that is a very succinct marketing channel

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that just requires a lot of
time, effort, and patience.

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- You know, you started by
talking about you're trying

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to drive traffic to your website.

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- Correct.

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- In your opinion, in today's climate,

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how essential is a website?

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- So for me, websites
are critically important,

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but you are much better to
have a single page website

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that's up to date than to have a website

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that's 3000 pages and completely chaotic

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and completely outta date.

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And so I encourage
people to, to, you know,

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I encourage my clients
to really think about

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how they can use their
verticals of their websites

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to educate, to engage, and to romance

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their prospective clients.

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- Now you made educate as the first thing,

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you wanna educate the the visitor.

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You used three terms.

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Educate is the first one.

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What were the other two?

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- The other three were engage.

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- Yes.

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- And then romance.

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- Ah, so tell me a little bit more when,

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educate, I think I get that.

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Engage, what does engagement mean?

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- So for, you know, if
we sit here and talk

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about processes and we talk about people,

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we talk about people's strategy,

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cause I know that that's
kind of what you spent

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your 20 year, 30 year career on, right,

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you probably have some
really engaging thoughts

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that you could say in,
you know, in a very,

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well, educational thoughts
in a very engaging way,

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and it's just about saying,
how can I talk to, you know,

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my target person, like I was, you know,

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saying at a conference or
over a coffee or over a beer

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in my case in the UK, right?

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And so how can we say something
in a really, really dynamic,

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personable way like we
were having a conversation

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with that person, but do it
in say, either video format

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like we're doing here with this podcast,

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or do it in audio or do
it in kind of written kind

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of a blog post or a page on your websites.

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And so there are lots of,
I imagine you find this

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all the time with
manufacturers, they have,

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manufacturers generally have
good websites that are very,

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very poorly written because
they're written by people

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who are technical and they're
not written to be engaging.

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And so that their educational,
don't get me wrong,

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but they're not engaging.

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And so, yes, I think, you
know, I always call it,

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you know, the coffee or the beer test.

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You know, would you speak
in that way you meeting

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your friend for coffee or
for a beer or for a meal,

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and how would that, you know,

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if you were sat there
there reading it as the,

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you know, opposing person
as as the person at the end,

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how would that actually look to you?

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And so that to me is education
and the engaging part.

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The romance part is I want
people to spend as long

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as possible on my website.

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Cause I know from a
conversion point of view,

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if somebody comes to reads one article,

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reads half of it and goes back to Google,

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they're never gonna come back.

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Whereas if somebody's got
their third or fourth article,

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they're more likely to take that,

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they're more likely to click on that CTA,

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the call to action that
I've laid out for them,

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so that it be call, take a quiz, you know,

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downloading a pdf, you know, whatever.

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And so for me, one of the
key metrics that I talk about

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with every client that I have
is how can we increase time

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on site time on the website?

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Because I know that
once people to hit kind

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of the 3, 4, 5 minute mark,
they're really engaging

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with what you've written
and they're really engaging

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with you as a brand,
and then it becomes easy

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for you to capture their email address,

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to then re retarget
them, the email sequence.

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You then might be able to do
something like remarketing,

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which is where you show
ads from your website

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on different websites they go to.

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So, you know, news websites,
Facebook, et cetera.

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But you have to have
that initial engagement

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and you have to do something
that encourages them

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to keep the interest up.

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And I've got romancing cause
I don't want somebody to,

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well, I know somebody isn't gonna come

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to a website and read, one
person, and think, I'm sold.

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It just doesn't work like that, you know?

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And I recently in Romania
and one of my contacts,

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she was saying to me, you know,

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it usually takes me two
or three conversations

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for me to make the sale.

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And I was like, great, you got some data?

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Obviously being a bit of
a data nerd, you know,

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but it's that kind of thing.

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If you realize it's gonna
take a couple of touch points,

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you know, and in marketing
kind of parlance,

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we talk about kind of
seven or eight touchpoints.

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I wouldn't, I don't, I'm
agnostic to that number.

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I just think the more
touchpoints we can have,

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the more likely they're to
be romance and to believe

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that you are the solution, not
a solution to your problem,

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the more likely they
are to take the action

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that you've specified to move
the tools that next step.

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- So AJ, you kind of explained in a way

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that I think I understood,
and that is that the role

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of a website is at least threefold:

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One is to educate the visitor,
two to engage the visitor,

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and that is that when
they come to your website,

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that they find that
the content compelling,

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that they are wanting more.

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And then the third you
called kind of romancing,

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and you said something
a moment ago that kind

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of caught my attention and
that is, in practical terms,

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when someone goes to a website,

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we know that they have
tracking capability.

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But the person who owns that website,

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they may not know who is
actually visiting that website.

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And you made a comment about that,

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if you have something that is downloadable

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and they provide a email
address to in fact download,

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then you're in a position
to know who visited,

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and that could give you an
opportunity to do follow up

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with that website visitor.

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- Absolutely, yeah.

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- So the examples that
come immediately to mind,

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you mentioned a couple other
things, but it sounds as

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if they come to the website,
they find it educational,

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they've begun to engage.

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The longer on the website,
in your opinion, the better.

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What is it about given an
email address that people

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are sometimes hesitant to do?

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- Right, so when we think of
digital marketing strategy,

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we think of three
different types of media.

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So we think of owned, paid, and
then, you know, user, right?

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So owned things are things
like our websites, you know,

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our contents, our contact book, you know,

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our email address list.

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And those are things that we can have

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a direct impact on without you,

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the sweat equity involved, right?

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So we have to have to do the work,

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but there's no, essentially
there's no money involved.

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There is obviously, everything has a cost,

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so that's owned, right?

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Paid channels are things
like running adverts,

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so whether that's running
adverts on Facebook, you know,

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LinkedIn, you know, Google,
whatever, right, TikTok.

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And then you have the user content,

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which is things like when somebody gives

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an award or somebody writes
an testimonial for you on,

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say, you know, LinkedIn
or on a third party site.

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And so you can't really
control the user stuff.

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You know, of course
you kind of can cuz you

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can do things like you
have a testimonial strategy

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where you offer a testimonial

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after you delivered good work,

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and you know, the client's happy.

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But a lot of the kind of
the user kind of media,

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you can't do anything with.

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So I tend to focus on how can
we get the other two channels

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working and working well.

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And so for me, the reason
that I love email so much is,

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emails, people generally stick to emails

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like they stick to their bank, right?

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They don't change, number one.

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Number two, emails are,

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even though there's changing
privacy and we're having more

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and more debates about privacy in general,

239
00:11:49,350 --> 00:11:51,270
and I think that that is a good
thing and I think we should

240
00:11:51,270 --> 00:11:53,213
be doing more on privacy,

241
00:11:53,213 --> 00:11:55,080
once you have someone's email address,

242
00:11:55,080 --> 00:11:56,924
unless they tell you to leave them alone,

243
00:11:56,924 --> 00:11:59,580
you have that direct channel
of communication with them.

244
00:11:59,580 --> 00:12:02,361
You know, it can't be affected
by some algorithm updates.

245
00:12:02,361 --> 00:12:04,537
You know, one of the things
that I constantly talk

246
00:12:04,537 --> 00:12:07,290
to people about is has Facebook changed

247
00:12:07,290 --> 00:12:08,280
their algorithm this week,

248
00:12:08,280 --> 00:12:10,221
has Google changed their algorithm.

249
00:12:10,221 --> 00:12:12,427
And actually I wrote
something on LinkedIn a couple

250
00:12:12,427 --> 00:12:14,441
of weeks ago where I put,
you know, if you are,

251
00:12:14,441 --> 00:12:16,804
if you're getting knocked
by every Google update,

252
00:12:16,804 --> 00:12:18,917
your strategy is wrong and
you are implementing tactics,

253
00:12:18,917 --> 00:12:23,917
you're not implementing a
strategy that is long term.

254
00:12:24,771 --> 00:12:27,300
And we can get into that and
that's a whole other thing.

255
00:12:27,300 --> 00:12:29,220
But yeah, so I feel that
email is still a really,

256
00:12:29,220 --> 00:12:32,313
really vital marketing
channel because you have

257
00:12:32,313 --> 00:12:34,650
that direct communication with somebody

258
00:12:34,650 --> 00:12:37,081
until they either die
or they say, no more.

259
00:12:37,081 --> 00:12:42,081
And so for me, you are
immune from a lot of the ills

260
00:12:42,212 --> 00:12:45,344
that we suffer
institutional marketing with

261
00:12:45,344 --> 00:12:48,990
that allows you to connect
directly with a customer.

262
00:12:48,990 --> 00:12:49,980
- I got you.

263
00:12:49,980 --> 00:12:53,630
So having an email address is very,

264
00:12:53,630 --> 00:12:56,693
very important because
the reasons you've kind

265
00:12:56,693 --> 00:12:58,803
of just mentioned.

266
00:12:59,640 --> 00:13:03,450
You know, we started this
conversation around the topic

267
00:13:03,450 --> 00:13:06,120
of search engine optimization.

268
00:13:06,120 --> 00:13:11,120
And you use another term
organic search and that is,

269
00:13:11,623 --> 00:13:16,623
we all know that we can pay
to have our website come up

270
00:13:16,868 --> 00:13:20,789
when someone goes in and
types in certain words.

271
00:13:20,789 --> 00:13:23,370
I believe what we're talking about now

272
00:13:23,370 --> 00:13:25,380
is something different
than that right now,

273
00:13:25,380 --> 00:13:29,198
and that is you want people
to find your website,

274
00:13:29,198 --> 00:13:33,960
but you wanna do it in a way
that, I use a term, organic,

275
00:13:33,960 --> 00:13:35,500
I don't know if that's the proper term.

276
00:13:35,500 --> 00:13:37,769
- Yeah, yeah, that's the, yeah.

277
00:13:37,769 --> 00:13:40,593
- But search engine optimization,

278
00:13:40,593 --> 00:13:43,410
if you're trying to run your business,

279
00:13:43,410 --> 00:13:44,700
trying to keep up with all this,

280
00:13:44,700 --> 00:13:46,770
this could be a little bit overwhelming.

281
00:13:46,770 --> 00:13:50,760
When you put it in language
for a business owner

282
00:13:50,760 --> 00:13:53,913
to really understand, what is SEO?

283
00:13:56,640 --> 00:14:01,640
- So for me, you know, SEO is just trying

284
00:14:02,520 --> 00:14:05,550
to get organic visitors
from Google or Bing

285
00:14:05,550 --> 00:14:08,637
that help them answer a question, right?

286
00:14:08,637 --> 00:14:11,017
And so the fundamental
strategy has not changed

287
00:14:11,017 --> 00:14:14,347
since Google existed in 1999, right?

288
00:14:14,347 --> 00:14:16,610
Cause all you're trying
to do is you're trying

289
00:14:16,610 --> 00:14:20,750
to match what the user's
problem is with a solution

290
00:14:20,750 --> 00:14:23,370
that you can provide for them.

291
00:14:23,370 --> 00:14:25,230
Whether that's sending them a track,

292
00:14:25,230 --> 00:14:27,510
so whether that's helping them train,

293
00:14:27,510 --> 00:14:30,600
whether that's, you know,
buying wine, whatever.

294
00:14:30,600 --> 00:14:33,852
And so SEO is just a practice
of making your website

295
00:14:33,852 --> 00:14:35,730
as attractive as possible to Google

296
00:14:35,730 --> 00:14:38,130
so that you get as high
onto that first page,

297
00:14:38,130 --> 00:14:40,151
as high up on that first page as possible

298
00:14:40,151 --> 00:14:43,773
so that you can connect and you
can help people in that way.

299
00:14:43,773 --> 00:14:45,570
And yeah, you are right.

300
00:14:45,570 --> 00:14:48,927
You can skip skip the queue
and get to the top by paying,

301
00:14:48,927 --> 00:14:53,055
but in some verticals, that's
incredibly expensive to do.

302
00:14:53,055 --> 00:14:57,124
And so yeah, so then the strategy becomes

303
00:14:57,124 --> 00:15:01,194
how can we build up pages
and posts that make sense

304
00:15:01,194 --> 00:15:05,170
for what the client avatar
that we are trying to target

305
00:15:05,170 --> 00:15:07,683
actually makes sense.

306
00:15:07,683 --> 00:15:10,230
And again, I know you are a
big strategy guy and I know,

307
00:15:10,230 --> 00:15:12,390
you know, this will make
a lot of sense for you,

308
00:15:12,390 --> 00:15:15,999
but that to me is what I
practice every day, you know,

309
00:15:15,999 --> 00:15:18,429
both in terms of marketing,
in terms of organic search,

310
00:15:18,429 --> 00:15:23,429
SEO, is literally just how
can I serve my avatar the best

311
00:15:24,724 --> 00:15:29,191
better than my competition and
do it in a way that educates,

312
00:15:29,191 --> 00:15:31,590
engages and romances them.

313
00:15:31,590 --> 00:15:32,970
- Yes.
- Yeah?

314
00:15:32,970 --> 00:15:33,990
- You are right.

315
00:15:33,990 --> 00:15:38,158
Strategy is some an area
that we help businesses with,

316
00:15:38,158 --> 00:15:40,380
not only developing the strategy,

317
00:15:40,380 --> 00:15:44,584
but perhaps more emphasis is
on execution of that strategy.

318
00:15:44,584 --> 00:15:48,340
Now we're talking about
a marketing strategy.

319
00:15:48,340 --> 00:15:50,280
And did I hear you correctly,

320
00:15:50,280 --> 00:15:53,490
was Google founded in 1999?

321
00:15:53,490 --> 00:15:54,690
- I believe so.

322
00:15:54,690 --> 00:15:56,520
I think it was '98, '99.

323
00:15:56,520 --> 00:15:57,840
- My goodness.

324
00:15:57,840 --> 00:16:00,570
So let's talk about marketing strategy

325
00:16:00,570 --> 00:16:05,570
and differentiating a digital
marketing strategy from, say,

326
00:16:05,580 --> 00:16:08,640
marketing tactics or a campaign.

327
00:16:08,640 --> 00:16:11,460
Help us understand the difference.

328
00:16:11,460 --> 00:16:13,560
- Sure, so how I think of it is,

329
00:16:13,560 --> 00:16:16,126
I think the strategy is
the overarching plan.

330
00:16:16,126 --> 00:16:19,560
So it's who you can help,
what game you're playing,

331
00:16:19,560 --> 00:16:21,060
and how can you win that game?

332
00:16:22,047 --> 00:16:25,230
So it's no different from
general business strategy, right?

333
00:16:25,230 --> 00:16:29,958
So for me, I set the strategy
for say a year, two, three,

334
00:16:29,958 --> 00:16:31,433
maybe even five years, right,

335
00:16:31,433 --> 00:16:34,560
and the strategy doesn't
change because the market

336
00:16:34,560 --> 00:16:37,893
doesn't shift that frequently
for argument's sake.

337
00:16:39,390 --> 00:16:42,480
The tactics, you know,
are the things we are,

338
00:16:42,480 --> 00:16:45,279
the action steps we're gonna
take to reach that customer.

339
00:16:45,279 --> 00:16:47,745
And so that it's not a strategic element

340
00:16:47,745 --> 00:16:49,681
of our strategy, right?

341
00:16:49,681 --> 00:16:52,070
It's a tactical element of our strategy.

342
00:16:52,070 --> 00:16:54,030
And so it's the next step down.

343
00:16:54,030 --> 00:16:56,618
It's the, you know, it's
the how, it's not the why.

344
00:16:56,618 --> 00:16:59,744
And then I then think, so that's tactics.

345
00:16:59,744 --> 00:17:03,740
I then think of marketing
campaigns as a defined event.

346
00:17:03,740 --> 00:17:07,096
So you might decide that
you're gonna run a tactic for,

347
00:17:07,096 --> 00:17:08,490
say, six months.

348
00:17:08,490 --> 00:17:11,220
After those six months, you're
gonna then gonna analyze

349
00:17:11,220 --> 00:17:13,620
what's happened and how it fits back in

350
00:17:13,620 --> 00:17:16,080
with your overarching strategy.

351
00:17:16,080 --> 00:17:17,940
And so that becomes a defined
event where, you know,

352
00:17:17,940 --> 00:17:21,136
you are committed to doing
an activity for a set period,

353
00:17:21,136 --> 00:17:25,179
and you're gonna set KPIs and
you gonna set design outcome,

354
00:17:25,179 --> 00:17:29,935
or you're gonna set a
hypothesis for that campaign.

355
00:17:29,935 --> 00:17:32,843
And so then that ties
together the strategy

356
00:17:32,843 --> 00:17:36,510
and the tactics in a
very neat little bundle

357
00:17:36,510 --> 00:17:38,968
because you know you're just
doing it for a set period

358
00:17:38,968 --> 00:17:41,557
and you have an idea or
you have a hypothesis

359
00:17:41,557 --> 00:17:44,636
of what the outcome could be.

360
00:17:44,636 --> 00:17:48,683
And so that's how I think of
strategy tactics and campaigns.

361
00:17:48,683 --> 00:17:52,560
And so, and I guess this is
a frustration you deal with

362
00:17:52,560 --> 00:17:53,584
all the time.

363
00:17:53,584 --> 00:17:55,471
Lots of people talk about strategies

364
00:17:55,471 --> 00:17:57,110
when they talk about tactics,

365
00:17:57,110 --> 00:17:57,983
they're talking about the action steps.

366
00:17:59,325 --> 00:18:00,986
And so there's lots of people that talk

367
00:18:00,986 --> 00:18:02,760
about digital marketing strategies,

368
00:18:02,760 --> 00:18:04,740
when it's not, they talk about
digital marketing tactics.

369
00:18:04,740 --> 00:18:07,676
And for me, again, the
strategy doesn't change.

370
00:18:07,676 --> 00:18:10,178
The tactics do, the tactics
will evolve depending

371
00:18:10,178 --> 00:18:12,936
on how best you felt that
you are able to reach

372
00:18:12,936 --> 00:18:15,490
your target avatar and target
customer based on the data

373
00:18:15,490 --> 00:18:19,551
and the information and
the feedback that you get

374
00:18:19,551 --> 00:18:22,380
at each point.

375
00:18:22,380 --> 00:18:24,331
And so that's constantly evolving, right?

376
00:18:24,331 --> 00:18:25,782
- That it is.

377
00:18:25,782 --> 00:18:27,930
And you used this term twice,

378
00:18:27,930 --> 00:18:30,870
but I wanna make sure that
our listeners know avatar.

379
00:18:30,870 --> 00:18:31,703
- Avatar.

380
00:18:31,703 --> 00:18:33,270
- What is an avatar?

381
00:18:33,270 --> 00:18:34,103
- Sure.

382
00:18:34,103 --> 00:18:37,380
So it is much easier,

383
00:18:37,380 --> 00:18:39,690
if you're trying to do
marketing or you're trying

384
00:18:39,690 --> 00:18:44,690
to do branding, if you're
talking to a type of person.

385
00:18:47,803 --> 00:18:49,732
So if I was to use you as
an example for a second,

386
00:18:49,732 --> 00:18:51,393
if you don't mind, if that's okay.

387
00:18:51,393 --> 00:18:52,226
(laughing)

388
00:18:52,226 --> 00:18:53,190
- You're not giving me
your choice, are you?

389
00:18:53,190 --> 00:18:55,306
- I'm not, sorry.

390
00:18:55,306 --> 00:18:58,383
I would apologize, but I won't.

391
00:18:58,383 --> 00:19:00,270
- Please feel free to.

392
00:19:00,270 --> 00:19:04,587
- Okay, so, you know, if I
was trying to reach, you know,

393
00:19:05,940 --> 00:19:09,617
a southern gentleman in
their mid fifties, you know,

394
00:19:09,617 --> 00:19:12,349
who runs consultancy businesses,

395
00:19:12,349 --> 00:19:14,370
I would want to spend, you know,

396
00:19:14,370 --> 00:19:16,380
probably a couple of hours
just picking your brain

397
00:19:16,380 --> 00:19:19,170
and trying to observe how you talk,

398
00:19:19,170 --> 00:19:20,850
what language you use, you know,

399
00:19:20,850 --> 00:19:22,370
I'll try and throw some
curve balls in there

400
00:19:22,370 --> 00:19:24,720
so to understand what
didn't resonate with you

401
00:19:24,720 --> 00:19:25,740
so that I can get it right?

402
00:19:25,740 --> 00:19:27,970
I should never use that phrase.

403
00:19:27,970 --> 00:19:31,665
And so that to me is building
a really strong avatar

404
00:19:31,665 --> 00:19:34,913
of who your customer is
and what's gonna help them

405
00:19:34,913 --> 00:19:37,241
resonate with you.

406
00:19:37,241 --> 00:19:40,740
So I can give you another example.

407
00:19:40,740 --> 00:19:42,360
So a great friend of mine called Claire

408
00:19:42,360 --> 00:19:46,260
is this really loud Scottish
woman who I absolutely adore,

409
00:19:46,260 --> 00:19:48,407
but she uses a lot of
slang, a lot of swear words,

410
00:19:48,407 --> 00:19:51,123
and she uses a lot of very, you know,

411
00:19:53,705 --> 00:19:57,810
very meme like language
where the joke's implied,

412
00:19:57,810 --> 00:20:00,884
it's not obvious, cause
she's grown up like I have

413
00:20:00,884 --> 00:20:03,690
watching a lot of like "The Office"

414
00:20:03,690 --> 00:20:06,810
and there's types of
kind of humor where it's,

415
00:20:06,810 --> 00:20:09,304
the humor's implied, it's not,
it's the awkwardness, right?

416
00:20:09,304 --> 00:20:13,617
And so what Claire, what
I'm encouraging Claire

417
00:20:13,617 --> 00:20:15,660
and what Claire is getting better at

418
00:20:15,660 --> 00:20:17,610
and what she's really, really great at,

419
00:20:17,610 --> 00:20:19,650
and so we're just tweaking it together,

420
00:20:19,650 --> 00:20:22,060
is literally just
displaying her personality

421
00:20:22,960 --> 00:20:23,850
in her marketing.

422
00:20:23,850 --> 00:20:27,580
Because I know, you
know, once she gets rid

423
00:20:28,874 --> 00:20:31,920
of all her hangouts, all
her head trash about,

424
00:20:31,920 --> 00:20:33,824
you know, having to
market in a certain way,

425
00:20:33,824 --> 00:20:36,456
she flies because the
moment you talk to her

426
00:20:36,456 --> 00:20:38,820
and you realize she's a human
being and she's really funny,

427
00:20:38,820 --> 00:20:42,371
she's really clever and she
uses all this weird terminology

428
00:20:42,371 --> 00:20:45,090
that you don't quite understand.

429
00:20:45,090 --> 00:20:47,430
People get her, right, and the people

430
00:20:47,430 --> 00:20:48,597
that don't get it, great.

431
00:20:48,597 --> 00:20:49,500
There's more opportunities
in the marketplace

432
00:20:49,500 --> 00:20:52,400
to go hire somebody else who
may be a better fit for them.

433
00:20:53,370 --> 00:20:55,110
And so for me, that is what the avatar is.

434
00:20:55,110 --> 00:20:56,220
It's trying to find people that,

435
00:20:56,220 --> 00:20:59,430
that you can resonate with
but also can resonate with you

436
00:20:59,430 --> 00:21:01,210
and how you then can speak to them

437
00:21:02,222 --> 00:21:04,233
and how you might not
want to speak to them,

438
00:21:04,233 --> 00:21:06,948
and how the overlap between how you want

439
00:21:06,948 --> 00:21:09,540
to speak to and how you
don't want to be speak

440
00:21:09,540 --> 00:21:11,567
to them versus how they
want to be spoken to

441
00:21:11,567 --> 00:21:13,710
and how they don't want to be spoken to.

442
00:21:13,710 --> 00:21:14,880
And hopefully, nice overlap,

443
00:21:14,880 --> 00:21:17,439
and that's where the
avatar in your business

444
00:21:17,439 --> 00:21:19,169
kind of meets.

445
00:21:19,169 --> 00:21:20,880
Does that all make sense?

446
00:21:20,880 --> 00:21:22,516
- It does make sense, yes, it does.

447
00:21:22,516 --> 00:21:25,201
- That's high level strategy that's not...

448
00:21:25,201 --> 00:21:28,410
- I had to chuckle myself though,

449
00:21:28,410 --> 00:21:29,670
and that is here in the States,

450
00:21:29,670 --> 00:21:34,270
we thought that "The
Office" is a US product,

451
00:21:36,108 --> 00:21:39,893
and we know that we
stole that from Britain,

452
00:21:39,893 --> 00:21:44,893
and the British' kind of dry
wit is something that us,

453
00:21:45,393 --> 00:21:49,097
just us Yanks sometimes don't get it.

454
00:21:49,097 --> 00:21:53,520
But, you know, you've
shared with us how important

455
00:21:53,520 --> 00:21:57,322
it is if you are a business
owner to really understand

456
00:21:57,322 --> 00:22:00,909
the client that you're trying to target.

457
00:22:00,909 --> 00:22:04,920
And what you're encouraging us is it's not

458
00:22:04,920 --> 00:22:07,737
a superficial understanding,
it's kind of a deep dive,

459
00:22:07,737 --> 00:22:10,657
it's to not only be able to visualize

460
00:22:10,657 --> 00:22:15,657
what that person looks
like, but how they act,

461
00:22:16,290 --> 00:22:20,850
how they think, the
phrasing that they use,

462
00:22:20,850 --> 00:22:24,120
what things interest them outside of,

463
00:22:24,120 --> 00:22:26,670
is the more complete your understanding

464
00:22:26,670 --> 00:22:30,531
is of who is the decision maker
for your product or service,

465
00:22:30,531 --> 00:22:34,153
the better you're gonna be
at targeting and improving

466
00:22:34,153 --> 00:22:38,456
your effectiveness on people
finding you on your website,

467
00:22:38,456 --> 00:22:41,846
be engaged by that, and over time,

468
00:22:41,846 --> 00:22:46,224
perhaps even be romanced by the process.

469
00:22:46,224 --> 00:22:50,880
You know, AJ we have business
owners listening to this,

470
00:22:50,880 --> 00:22:54,510
we have business leaders
listening to this, and you know,

471
00:22:54,510 --> 00:22:58,380
we started with SEO, and
for those who kind of said,

472
00:22:58,380 --> 00:23:00,630
oh my gosh, I don't want to go there,

473
00:23:00,630 --> 00:23:03,610
but we've talked about
how fundamentally it is

474
00:23:04,899 --> 00:23:07,200
to at least understand the concept.

475
00:23:07,200 --> 00:23:09,973
AJ what do you find that
we oftentimes get wrong

476
00:23:09,973 --> 00:23:12,783
when it comes to marketing?

477
00:23:15,450 --> 00:23:16,686
- Sure.

478
00:23:16,686 --> 00:23:17,700
So a few things.

479
00:23:17,700 --> 00:23:21,440
I think people, and this
is down to their targeting,

480
00:23:21,440 --> 00:23:24,156
and I think that they
think, well, you know,

481
00:23:24,156 --> 00:23:27,500
the other, you can niche,
they go, well I can help,

482
00:23:27,500 --> 00:23:30,210
you know, print up mothers with one leg

483
00:23:30,210 --> 00:23:32,196
who run yo yoga facilities, right?

484
00:23:32,196 --> 00:23:33,883
(laughing)

485
00:23:33,883 --> 00:23:36,335
Just to be, cause you'll get that example.

486
00:23:36,335 --> 00:23:37,861
- That's very specific.

487
00:23:37,861 --> 00:23:40,797
- That is very specific
where, you know, or they go,

488
00:23:40,797 --> 00:23:44,904
well, I just help, you
know, know yoga teachers,

489
00:23:44,904 --> 00:23:47,430
and it's like, okay, right.

490
00:23:47,430 --> 00:23:49,611
You know, there's multiple
different types of yoga,

491
00:23:49,611 --> 00:23:52,450
you know, which one do you feel the most

492
00:23:52,450 --> 00:23:54,408
that you can resonate
with and do you feel,

493
00:23:54,408 --> 00:23:56,700
you know, you have the biggest impacts?

494
00:23:56,700 --> 00:23:59,634
And so I think, you know, if,

495
00:23:59,634 --> 00:24:01,650
I think if we're talking
about marketing in general,

496
00:24:01,650 --> 00:24:04,380
I think, yeah, I think
it's how do you define

497
00:24:04,380 --> 00:24:09,380
who you're targeting is super important.

498
00:24:11,670 --> 00:24:14,336
Then I think the next thing is,

499
00:24:14,336 --> 00:24:15,870
and I talk to the clients
all the time about this

500
00:24:15,870 --> 00:24:17,400
and prospect clients all the time.

501
00:24:17,400 --> 00:24:20,953
You know, I then say,
so what is your strategy

502
00:24:22,067 --> 00:24:25,072
and what are your KPIs,
key performance indicator,

503
00:24:25,072 --> 00:24:28,353
and lots of people go,
Well, we have a website.

504
00:24:30,990 --> 00:24:34,128
Okay, and so for me, I then
say, okay, right, so you know,

505
00:24:34,128 --> 00:24:37,980
if every visitor has a dollar
amount that they're willing

506
00:24:37,980 --> 00:24:41,065
to spend that they're
gonna give you in revenue,

507
00:24:41,065 --> 00:24:44,220
how many do you need to
reach the expectation

508
00:24:44,220 --> 00:24:45,520
of that marketing channel?

509
00:24:46,440 --> 00:24:48,120
How well are they spending on each site?

510
00:24:48,120 --> 00:24:49,470
What is your content strategy?

511
00:24:49,470 --> 00:24:51,150
What is your content plan

512
00:24:51,150 --> 00:24:53,190
and how does that actually feed

513
00:24:53,190 --> 00:24:54,750
into those other two numbers?

514
00:24:54,750 --> 00:24:56,940
Cause they're all connected,
those three numbers.

515
00:24:56,940 --> 00:24:59,220
And so for me, yeah, it's really important

516
00:24:59,220 --> 00:25:01,380
to sit here and to say, you know,

517
00:25:01,380 --> 00:25:02,940
get really clear on who you're targeting,

518
00:25:02,940 --> 00:25:05,520
get really clear on what
KPIs you're measuring

519
00:25:05,520 --> 00:25:09,330
and how you're measuring them, and to me,

520
00:25:09,330 --> 00:25:11,700
the great thing about
KPIs is I just see 'em

521
00:25:11,700 --> 00:25:13,620
as like a health check, right?

522
00:25:13,620 --> 00:25:16,470
So every morning we get,
we go, How do we feel?

523
00:25:16,470 --> 00:25:17,920
Do I feel goo, do I feel bad,

524
00:25:18,800 --> 00:25:20,637
do I feel (speaking
faintly) in some cases?

525
00:25:20,637 --> 00:25:22,544
KPIs to me are like that.

526
00:25:22,544 --> 00:25:26,740
I literally is, you know,
have I hit that that marker

527
00:25:26,740 --> 00:25:28,260
or have I not hit that marker,

528
00:25:28,260 --> 00:25:30,947
or is there room to improve, right?

529
00:25:30,947 --> 00:25:31,890
- Yes.

530
00:25:31,890 --> 00:25:33,626
- And so that's how I see KPIs.

531
00:25:33,626 --> 00:25:35,731
So KPIs are not gonna, you know,

532
00:25:35,731 --> 00:25:38,370
define your livelihood essentially,

533
00:25:38,370 --> 00:25:40,877
but they will help you make
that quality decision of,

534
00:25:40,877 --> 00:25:42,810
are we on the right track?

535
00:25:42,810 --> 00:25:44,100
Cause if we're not on the right track,

536
00:25:44,100 --> 00:25:46,847
we can change tactics or
we can rejig our campaigns.

537
00:25:46,847 --> 00:25:50,410
when they are, yeah,
if our KPIs are moving

538
00:25:50,410 --> 00:25:52,470
in the direction or we're excluding them,

539
00:25:52,470 --> 00:25:56,163
then we know that our plan
and our strategy has worked.

540
00:25:57,389 --> 00:26:00,570
- And it may be that the
answer to the question

541
00:26:00,570 --> 00:26:02,700
I'm about to ask is somewhat contained

542
00:26:02,700 --> 00:26:04,727
into what you just said, but AJ,

543
00:26:04,727 --> 00:26:07,890
can you reflect on a situation
where perhaps either you

544
00:26:07,890 --> 00:26:12,890
or a client got stuck and what
did it take to get unstuck?

545
00:26:13,286 --> 00:26:15,268
- Sure, sure.

546
00:26:15,268 --> 00:26:20,268
So with some of my clients,
I spend a lot of time

547
00:26:20,289 --> 00:26:23,427
when I'm doing, especially
when I'm doing coaching

548
00:26:23,427 --> 00:26:26,070
with clients, I spend a
lot of time doing things

549
00:26:26,070 --> 00:26:27,690
like making checklists for them

550
00:26:27,690 --> 00:26:29,343
so that they actually have SOPs,

551
00:26:30,394 --> 00:26:32,220
standard operating procedures.

552
00:26:32,220 --> 00:26:35,032
But I also spend quite a
lot of time doing things

553
00:26:35,032 --> 00:26:37,510
like just sorting them out mentally.

554
00:26:37,510 --> 00:26:40,859
So I originally finished with a client,

555
00:26:40,859 --> 00:26:44,069
and about three weeks ago,
we had a session and I said,

556
00:26:44,069 --> 00:26:46,528
Hey, you've gone so far,

557
00:26:46,528 --> 00:26:49,352
you now have the knowledge
to then build out

558
00:26:49,352 --> 00:26:53,157
what you're trying to do in
terms of your web presence,

559
00:26:53,157 --> 00:26:55,657
I said, but you're
still in a chaotic mess.

560
00:26:55,657 --> 00:26:59,220
So one thing you can do is you can go,

561
00:26:59,220 --> 00:27:01,093
well, the challenge is too great

562
00:27:01,093 --> 00:27:03,060
, we're gonna go out to bed, right?

563
00:27:03,060 --> 00:27:03,893
- Yes.

564
00:27:03,893 --> 00:27:05,643
I use some crass language,
which I'm using now,

565
00:27:05,643 --> 00:27:07,371
but right, so I said, but you know,

566
00:27:07,371 --> 00:27:12,371
that could be one strategy, right?

567
00:27:12,987 --> 00:27:16,585
And so I went through probably fou,

568
00:27:16,585 --> 00:27:19,270
to five different
options that we could do,

569
00:27:19,270 --> 00:27:21,810
and a lot of that is not
trying to encourage them

570
00:27:21,810 --> 00:27:24,750
and teach something new,
but to encourage them

571
00:27:24,750 --> 00:27:27,233
to think outside their
own reality at the moment

572
00:27:27,233 --> 00:27:32,227
and to really get 'em to
think, how can I do something

573
00:27:32,227 --> 00:27:37,050
that moves me towards the goal and deal

574
00:27:37,050 --> 00:27:39,000
with the over one I'm currently feeling?

575
00:27:39,000 --> 00:27:40,980
And so in their case, they
came up to me the next week

576
00:27:40,980 --> 00:27:44,040
and said, We feel that the
best plan for us going forward

577
00:27:44,040 --> 00:27:47,640
is to do X and Y, and I went,

578
00:27:47,640 --> 00:27:50,033
Great, how can I help you
implement that better?

579
00:27:50,033 --> 00:27:52,007
- Yes.

580
00:27:52,007 --> 00:27:54,650
- And so they actually
chose two options, right,

581
00:27:54,650 --> 00:27:57,180
of my strategy plan, right?

582
00:27:57,180 --> 00:27:58,013
And so that's great.

583
00:27:58,013 --> 00:28:01,023
And then it becomes the whole hour I spent

584
00:28:01,023 --> 00:28:03,221
getting them unstuck is
literally just saying, right,

585
00:28:03,221 --> 00:28:04,989
what options do you think you have?

586
00:28:04,989 --> 00:28:08,700
Here's the options I think you might have.

587
00:28:08,700 --> 00:28:12,270
How is that actually gonna
work out, you know, in reality,

588
00:28:12,270 --> 00:28:14,572
cuz we can sit here and we
can plan until, you know,

589
00:28:14,572 --> 00:28:16,710
for the rest of the month.

590
00:28:16,710 --> 00:28:19,140
But unless you have the next action step,

591
00:28:19,140 --> 00:28:21,009
you are not gonna get anywhere.

592
00:28:21,009 --> 00:28:24,720
And I can think of a story
that happened this week.

593
00:28:24,720 --> 00:28:27,480
So I'm quite a long term client
and she was saying to me,

594
00:28:27,480 --> 00:28:29,370
You know, I just feel overwhelmed

595
00:28:29,370 --> 00:28:31,064
with all these things that are happening.

596
00:28:31,064 --> 00:28:33,148
And I said, okay, right, you know,

597
00:28:33,148 --> 00:28:35,973
here are the four things
that I suggest that suggest

598
00:28:35,973 --> 00:28:36,963
that you do.

599
00:28:37,830 --> 00:28:41,640
And so I said, the first
one will upset you.

600
00:28:41,640 --> 00:28:43,982
And I said, you know,
I'd encourage you to go

601
00:28:43,982 --> 00:28:46,388
to just take the rest of
the week off and do nothing.

602
00:28:46,388 --> 00:28:49,110
You know, so if you have emails checked

603
00:28:49,110 --> 00:28:51,360
to keep business going
and that kind of thing,

604
00:28:51,360 --> 00:28:54,030
do that of course, but just relax.

605
00:28:54,030 --> 00:28:56,010
Because at the moment you are stressed

606
00:28:56,010 --> 00:28:59,010
and therefore you are making,
you are making poor decisions,

607
00:29:00,710 --> 00:29:01,543
but you are not, you are not making

608
00:29:02,602 --> 00:29:04,590
the best decision that you
can in your circumstances.

609
00:29:04,590 --> 00:29:07,194
So it's just like, go
take a couple days off.

610
00:29:07,194 --> 00:29:10,685
Go and work out what you
know, a client is paying you

611
00:29:10,685 --> 00:29:13,287
for the amount of work that you are doing

612
00:29:13,287 --> 00:29:18,049
and see if there's a mismatch
in that dollar amount.

613
00:29:18,049 --> 00:29:19,740
Cause obviously if
you're spending 20 hours

614
00:29:19,740 --> 00:29:21,641
of your life doing something,

615
00:29:21,641 --> 00:29:23,250
the client's paying a
hundred dollars for it,

616
00:29:23,250 --> 00:29:25,509
you are needing to go back
and negotiate and say,

617
00:29:25,509 --> 00:29:26,940
well, actually you are
getting $400 of value,

618
00:29:26,940 --> 00:29:29,130
but I'll charge you $300 for that,

619
00:29:29,130 --> 00:29:31,110
or you've got to say, well
actually I've got to decrease

620
00:29:31,110 --> 00:29:32,893
what I'm doing for you to
fit within your budget,

621
00:29:32,893 --> 00:29:35,412
to fit within the time specifications

622
00:29:35,412 --> 00:29:38,372
that I have within that
dollar amount, right?

623
00:29:38,372 --> 00:29:40,110
And so there are other things obviously

624
00:29:40,110 --> 00:29:41,880
that we talked about that, you know,

625
00:29:41,880 --> 00:29:44,280
I'm not gonna go into, but yeah,

626
00:29:44,280 --> 00:29:47,070
so I know by the end of that session,

627
00:29:47,070 --> 00:29:49,306
she looked far happier, far more relieved.

628
00:29:49,306 --> 00:29:52,170
And it was literally
me just saying, right,

629
00:29:52,170 --> 00:29:53,430
these are the options.

630
00:29:53,430 --> 00:29:55,890
These are what I think you could do.

631
00:29:55,890 --> 00:29:58,390
Here's a dozen questions
that you can think about.

632
00:29:59,843 --> 00:30:02,550
But what is that first
step that you're gonna take

633
00:30:02,550 --> 00:30:04,750
and how can I help you
take that first step?

634
00:30:05,850 --> 00:30:08,692
- That was a great
example of how you helped,

635
00:30:08,692 --> 00:30:11,580
and it was timely because it's something

636
00:30:11,580 --> 00:30:13,920
that you did somewhat recently.

637
00:30:13,920 --> 00:30:14,753
- Yeah.

638
00:30:14,753 --> 00:30:16,330
- You know, AJ we've
covered a lot of topics

639
00:30:18,230 --> 00:30:20,098
in this conversation.

640
00:30:20,098 --> 00:30:23,385
So as you kind of reflect
on our time together,

641
00:30:23,385 --> 00:30:28,080
what do you want our listeners
to have as takeaways?

642
00:30:28,080 --> 00:30:30,690
- Sure, so think of digital marketing

643
00:30:30,690 --> 00:30:32,910
as just another marketing channel.

644
00:30:32,910 --> 00:30:34,740
Think about how you can educate, engage,

645
00:30:34,740 --> 00:30:37,560
romance your potential clients.

646
00:30:37,560 --> 00:30:41,229
Think about how you can
move them closer to taking

647
00:30:41,229 --> 00:30:42,979
the action that you want 'em to do,

648
00:30:44,130 --> 00:30:46,710
and think about how you
can engaged them via email

649
00:30:46,710 --> 00:30:48,243
on a long term basis.

650
00:30:49,500 --> 00:30:50,333
- Excellent.

651
00:30:50,333 --> 00:30:51,810
- I think that kind covers
what we talked about

652
00:30:51,810 --> 00:30:53,733
in broad strokes.

653
00:30:56,550 --> 00:30:59,509
- Because we've covered
things in broad strokes,

654
00:30:59,509 --> 00:31:01,650
there are may be folks out
there who say, you know,

655
00:31:01,650 --> 00:31:06,540
I wanna learn a little more
about what AJ is sharing.

656
00:31:06,540 --> 00:31:10,740
What's the best way for our
listeners to connect with you?

657
00:31:10,740 --> 00:31:11,573
- So, sure.

658
00:31:11,573 --> 00:31:14,970
So you go to ajsdigitalgroup.com,

659
00:31:14,970 --> 00:31:18,120
and I've got a regular updated blog there

660
00:31:18,120 --> 00:31:20,729
which people can go and
have a look at and go read.

661
00:31:20,729 --> 00:31:23,738
You can book a free 50
minute discovery call with me

662
00:31:23,738 --> 00:31:25,470
if you just have a question
or a couple questions

663
00:31:25,470 --> 00:31:27,450
that you want answered.

664
00:31:27,450 --> 00:31:28,980
So that's cool.

665
00:31:28,980 --> 00:31:30,764
You can go and do you book
what I call a VIP session,

666
00:31:30,764 --> 00:31:35,413
which is a two hour, $400
session where you literally

667
00:31:35,413 --> 00:31:38,880
can ask me whatever you want
to do about digital marketing,

668
00:31:38,880 --> 00:31:40,800
and I will sit, and I'll be honest,

669
00:31:40,800 --> 00:31:42,720
I'll be open and I will answer you.

670
00:31:42,720 --> 00:31:45,060
And so if you're small
business that's struggling

671
00:31:45,060 --> 00:31:47,437
with digital and you don't
have anyone to turn to,

672
00:31:47,437 --> 00:31:49,320
those two hours could
change your business,

673
00:31:49,320 --> 00:31:52,890
change your life, and yeah,

674
00:31:52,890 --> 00:31:55,200
and all of those details
is on the website.

675
00:31:55,200 --> 00:31:58,350
You know, you can find out
what I'm doing, services,

676
00:31:58,350 --> 00:31:59,692
the coaching in terms of courses I sell.

677
00:31:59,692 --> 00:32:01,503
It's all on the website.

678
00:32:02,370 --> 00:32:05,173
- I have your website open
as we're recording this.

679
00:32:05,173 --> 00:32:06,006
- Ah, lovely.

680
00:32:06,006 --> 00:32:07,860
- So let me repeat that.

681
00:32:07,860 --> 00:32:10,667
The name of the website
is ajsdigitalgroup,

682
00:32:12,270 --> 00:32:17,270
and I've been speaking with
AJ Saunders, S-A-U-N-D-E-R-S,

683
00:32:18,145 --> 00:32:23,145
I know that we're connected
on LinkedIn as well.

684
00:32:23,160 --> 00:32:26,970
AJ, thank you for sharing your insights

685
00:32:26,970 --> 00:32:29,910
with me and our listeners today.

686
00:32:29,910 --> 00:32:30,743
- Thank you for having me.

687
00:32:30,743 --> 00:32:32,130
This has been an absolute blast.

688
00:32:32,130 --> 00:32:33,780
I had such a good time.

689
00:32:33,780 --> 00:32:35,250
Seriously, it's been amazing.

690
00:32:35,250 --> 00:32:37,290
- All right, I'm glad you have and I trust

691
00:32:37,290 --> 00:32:39,570
that the folks who've been
listening have learned

692
00:32:39,570 --> 00:32:40,980
a great deal.

693
00:32:40,980 --> 00:32:43,755
I also wanna thank our
listeners for joining us today.

694
00:32:43,755 --> 00:32:47,520
We upload the latest
episode every Thursday

695
00:32:47,520 --> 00:32:51,630
to all the major platforms,
including Apple and Spotify.

696
00:32:51,630 --> 00:32:53,992
So if you like me, have
enjoyed this episode

697
00:32:53,992 --> 00:32:56,488
with AJ, please subscribe.

698
00:32:56,488 --> 00:32:59,820
I opened the podcast with a question,

699
00:32:59,820 --> 00:33:01,140
some along these lines,

700
00:33:01,140 --> 00:33:03,930
but are you trying to grow your business

701
00:33:03,930 --> 00:33:06,120
and you wanna make sure that
you've got the right people,

702
00:33:06,120 --> 00:33:08,490
process and planning systems in place

703
00:33:08,490 --> 00:33:10,590
so that you can grow smoothly?

704
00:33:10,590 --> 00:33:12,570
If yes, let's talk.

705
00:33:12,570 --> 00:33:16,216
You can go to our website,
bench-builders.com,

706
00:33:16,216 --> 00:33:19,170
or you may find it even
easier to remember,

707
00:33:19,170 --> 00:33:23,609
just go type in unstuck.show,
and you can schedule a call.

708
00:33:23,609 --> 00:33:26,820
We're gonna talk about your growth goals

709
00:33:26,820 --> 00:33:29,220
and we'll explore some
practical steps that you

710
00:33:29,220 --> 00:33:34,220
can take now to make sure that
that growth in fact happens.

711
00:33:34,410 --> 00:33:36,450
So I wanna thank you for joining us

712
00:33:36,450 --> 00:33:39,378
and I hope you have picked
up on some tips from AJ

713
00:33:39,378 --> 00:33:43,297
that will help you get
unstuck and on target.

714
00:33:43,297 --> 00:33:45,137
Until next time.

715
00:33:45,137 --> 00:33:47,804
(upbeat music)

This Quiz is Going to Assess you in 3 main Areas...

PEOPLE   .   PLANNING   .   PROCESSES

People

People is about making sure that you have the right people in the right positions in your company, and that you have a plan for how to retain and train your top talent.

Planning

Planning is all about knowing where you're going and having exact steps that you can take for how you're going to get from here to there.

Process

Process is about having efficient systems in place to help you get ahead of your competitors faster and with fewer mistakes.

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