Live In Sydney! Online Marketing Questions Answered…

8/13/2019 Live In Sydney! Online Marketing Questions Answered

1/17


2/17

ANDREW MCCAULEY:Hey everybody, this is Andrew McCauley,

welcome to podcast number 43. I am in Australia, in fact I'm in ydneywith Heather !orter, but not "ust Heather, a whole bunch of otherpeople because we're doin# a live podcast in front of a whole ran#e ofawesome people. $et's hear it% &applause Hey, Heather, how are youdoin#(

HEATHER PORTER:Hey, Andrew, hey, #uys. )his is really coolbecause we "ust did one of these about a month a#o when we were inMelbourne when we were doin# our fireside chat there, and here weare in ydney ri#ht in front of a beautiful #roup of business owners,and #uess what ** we're doin# the on*the*spot little session a#ain

where we have them come up and #rill us.

ANDREW MCCAULEY:+es, now we often do a what did you learn thiswee- in our podcast, but I'm #oin# to turn the tables and I'm #oin# toas- our first #uest what they learnt today. &lau#hs

Guest /h no...

ANDREW MCCAULEY:/h no, she says. o, welcome to our podcast%+our name is(

KERI NORLEY:I'm 0eri 1orley.

ANDREW MCCAULEY:And where are you from(

KERI NORLEY:I'm from ydney, and my business is $ivin# a $ime$ife. I'm "ust startin# it.

ANDREW MCCAULEY:$ivin# a $ime $ife(

KERI NORLEY:$ivin# a $ime $ife, and you can find me on 2aceboo-.

ANDREW MCCAULEY:+ay% o what did you learn today(

KERI NORLEY:)hat actually everythin# is easier than it seems.

ANDREW MCCAULEY:Cool.

KERI NORLEY:And my favorite thin# is, since I'm startin# on2aceboo-, that I can put a landin# pa#e onto 2aceboo- and capturepeople's details and build a list without a website.

ANDREW MCCAULEY:Awesome. )hat is very cool. And it's not thathard, is it(

$isten here httpautopilotyourbusiness.compodcasts43*live*sydney*online*mar-etin#*uestions*answered5et a copy of our /nline urvival 5uide here httpayb#uide.com

www.autopilotyourusi!ess.com
http://autopilotyourbusiness.com/podcasts/43-live-sydney-online-marketing-questions-answered/http://aybguide.com/http://aybguide.com/http://autopilotyourbusiness.com/podcasts/43-live-sydney-online-marketing-questions-answered/


3/17

KERI NORLEY:1o, actually easy.

ANDREW MCCAULEY:)here you #o.

HEATHER PORTER:All you need are the tools%

ANDREW MCCAULEY:o, 0eri, welcome to our podcast. 6hat is youruestion for us and how can we help you with your online mar-etin#(

KERI NORLEY:6ell, since I'm #oin# to be #oin# onto 2aceboo-, Iwould li-e to -now, what's the best way to stand out from the crowd(And, I as- the uestion because my business is uite holistic and

incorporates so many different modalities to help balance your life, sohow do you ta-e all of that and put it into one place, li-e one smallsuccinct messa#e to stand out from everybody else( I don't want toseem li-e a wooo person.

HEATHER PORTER:$oo-, one thin# you said is a small succinctmessa#e, and when you're dealin# with anythin# online small simple,and succinct is best. 7e yourself number one, absolutely be yourself. Ifyou're uir-y, be uir-y. If you're funny, be uir-y. 6hat silly words doyou use( 8o you swear( wear, you -now. Honestly, it is who you areput out there all over to the world, so you really want to be yourself.

I always say to people, don9t #o shoppin# around for 2aceboo- to tryand be li-e another pa#e because then suddenly you #et so frea-in#twisted around and confused that you don't even -now who you shouldbe anymore. 8on't even loo-, "ust be yourself, and when you are doin#the post, simple. 6hat's the one little ta-e*away that you wantsomebody to #et from 2aceboo-, you -now, whatever you're doin# onyour 2aceboo-( 6hat would you say(

ANDREW MCCAULEY:+eah, the other thin# is, what ma-es youdifferent than other people( 6hy would people want to listen to yourather than all of the other people that are doin# somethin# similar(o, how can you stand out( How can you have your :!, your :niueellin# !roposition( 6hat is it that is different than other people that is#oin# to say, Hey, this person is who I want to ali#n myself withrather than everybody else(

HEATHER PORTER:7ecause, you use #reen, ri#ht, as one of your$ivin# a $ime $ife, so #reen is one of your bi# colors. o, perhaps tostand out, you would use #reen. $i-e, have you seen the photos wherethey're all blac- and white and there's an accent color in them( Maybeyou do #reen as an accent color. Maybe you have a little lime that youput on all of your photos. o "ust be thin-in#, what is the thin# that I

want to stand out with( Is it an emotion( Is it the lime color( And then




4/17

use that throu#hout everythin# that you do, -ind of tellin# a story, you

-now. +ou're brin#in# characters into your story and then -eepin#them from there.

ANDREW MCCAULEY:I thin- that should be part of it, too. +ourstory is you and people buyin# into you. )he products could probablybe the same as a lot of other products out there, but people will buyinto you and they buy into your story, so how does your story differthan other people's stories( 6hy is your story #oin# to be moreali#ned to them than other people( And, what we're findin# online nowis that story is massive, it's that the people that are doin# really wellhave #ot a story around their brand because people are buyin# into

that whole story rather than "ust the benefits of the bullet*points thatthey offer as a service.

KERI NORLEY: )wo uestions come from that. )he first is about

story. +ou said with the About Me pa#e, on 2aceboo- there must be

some sort of way to have an About Me pa#e that tells the story well so

that they #et it without bein# all over the place...

ANDREW MCCAULEY: 2unny enou#h, it's called the About !a#e.

&lau#hter

KERI NORLEY:And two, if you want to #ive away somethin# on thislandin# pa#e that I can now create on 2aceboo-, what would be the

best thin# to #ive away on 2aceboo-(

ANDREW MCCAULEY: 6hat is somethin# of value to your audience

that they would say, I really need that(; whatever it is that you're

#ivin# away( Is it an e7oo-( It may be an e7oo- in your industry,

althou#h we tal-ed about e7oo-s bein# out of date, there are some

industries that e7oo-s are still in date and it's the best thin#. 7ut,

what is it that your industry are loo-in# for( Is it a free consultation

for a


5/17

shift( )hat's what you want to #ive away, that wow that you #et from

the client. >ust dive into that a little deeper and see how you canpac-a#e that as a freebie.

ANDREW MCCAULEY: )hin- bac- to a time when you helped

somebody and you saw their eyes li#ht up when they reali?ed, 6ow,

this is somethin# different than I hadn't #ot, and what was it that that

created, and use that as, maybe if that somebody li-ed this sort of

thin#, then maybe other people would li-e that, too.

HEATHER PORTER: @actly.

KERI NORLEY: /-ay.

HEATHER PORTER: )hat's it for you%

KERI NORLEY: )han- you%

ANDREW MCCAULEY: $et's hear it for 0eri% &applause

ANDREW MCCAULEY: Alri#ht, so our net victim, I mean our net

person is comin# up to the microphone. Hello%

KATHY COLGAN: My name's 0athy Col#an, I'm from Cambra inAustralia, and my website is notdeadyettravel.com.

ANDREW MCCAULEY: I love it.

HEATHER PORTER: 6hat do you do(

KATHY COLGAN: 6ell, that is the uestion &lau#hter and bac-#round

spea-in#. I li-e to travel, and my sister also li-es to travel and we live

in two different countries. he lives in the :0, I live here, so every so

often we meet up and we #o on a trip, and we've -ind of done some

thin#s in the past few years where we've wal-ed the Inca trail, climbed0iliman"aro a year or so a#o, been to 1epal, and we're "ust about to #o

and do the @verest base camp wal-. 6e're #oin# to #o in 8ecember

and we're meetin# up a#ain to #o off, so blo##in# is not an issue, we

have plenty of stuff, I thin-, to tal- about, and we do separate trips.

he travels for her "ob, she's a motorin# "ournalist, and I also travel

for mine as a sustainability consultant.

o, the uestion I'd li-e to address, or tal- to you about is the issue of

providin# value with your website, but also moneti?in# you website.

2or people in the early sta#es of development for a website, I thin-

that's uite a crucial issue because you don't necessarily come with a




6/17

product that is an all*sin#in#, all*dancin# course, or somethin#, what

you're comin# with is lots of eperience and thin#s that you would li-eto tell people, but also, how to you stay in business, basically. o I

wondered if you had any thou#hts on that.

HEATHER PORTER: I'll start. o, start small. A#ain, it's those little

steps first. +ou -now, we've seen people that sell webinars or sell even

bonus blo# posts for seven dollars a pop. o, a #ood place to start is

maybe a blo# post, and then at the end of the blo# post you can say,

8o you really want to -now the tools around this( )he discounts

around this( 6here you can #o to #et this deal( even dollars, here's

my !ay!al button. I'm #oin# to #ive you not only a video on how to

use it and do it, but also the places to #o, a cheat sheet, whatever it is.o start by "ust #ettin# comfortable with the concept of as-in# for

permission to sell, and #ivin# a lot of content. 7ut, what's that net

step( It's as-in# for money. >ust small increments to "ust #et yourself

#oin#.

KATHY COLGAN: /-ay. 8o you thin- that advertisin#, or affiliate

pro#rams, or that -ind of stuff, do you thin- that has value( I mean,

you obviously don't want to plaster your website with a million thin#s

that people can clic- on, but I did wonder about writin# reviews of

thin#s that I've used, thin#s that ** for eample, I bou#ht a thin# that

sterili?ed water. 6ell, that was all very well, but when you went toreally cold temperatures where there's mountain stream waters, I went

to 1epal last year and climbed this mountain, and this thin# stopped

wor-in#. I mean, it was "ust too cold, it said no than- you, I'm out of

here, and so that ended up bein# uite a difficult thin# because them I

had to #o around and I should have had a bac-up plan, did not have a

very #ood bac-up plan, so I had to #o around borrowin# tabs to

sterili?e water and stuff li-e that, so it was a nuisance. 7ut, that -ind

of thin# is actually uite useful to -now, particularly if you're about to

invest B number of dollars on Ama?on to buy the latest all*sin#in#, all*

dancin# sterili?er and the thin# doesn't wor-.

ANDREW MCCAULEY: )he thin# you touched on there, you've #ot a

lot of eperience travelin#, you've #ot a lot of cool ways to #et around.

It's not "ust travel, but you've #ot a lot of trips in your head. +ou

-now you've been down that path and been a #reat eample of it. )his

is the sort of stuff that people want to -now. +ou could start bottlin#

this, you -now what are the best ways to #et around 1epal, li-e on a

train. 6hat are the best tips on a train( 7ut, you could pac-a#e it all

as a ** there's a lot of people that want to #o and climb @verest, and

you've done that or you've done all that stuff. 6hat are the numbers,

the phone numbers of people you could call, because you -now,

contacts and that sort of stuff is a bi# thin#, too.




7/17

!eople don't -now where to #o, but who do they even call, how do they

#et in contact with these people( o you could start usin# your littlerolode of people as well for information so you could start sayin#, I'm

#oin# to #ive you the contact number of my insurance people if you

buy my thin#. +ou're not only #oin# to #et this, this, and this, but

you're also #oin# to #et the contact numbers of my insurance people.

)he direct number for the tour #uide that I use when I #o to 1epal.

And this is why he's #ood because he does this, this, and this. o all

of a sudden that becomes valuable because you've already done the

hard wor- and done all the trainin# where you've done the searchin#

for the ri#ht person. 1ow you've #ot the ri#ht person, how much time

did it ta-e you to find that ri#ht person( +ou're about to save that

much time for somebody else. )hat can be worth a lot of money.

ANDREW MCCAULEY: I "ust want to say one more thin#, too, before

we wrap up with you, you said somethin# about affiliates, and I thin-

this is a really important point that I wanted to brin# up, people often

stru##le on where do I put affiliate banners which promote somebody

else's product( How do I wor- that in( +ou don't want to put them in

your sidebar on every sin#le pa#e because, first of all, you're #ivin#

way too many options, and you're actually #ivin# people permission to

leave your site before it's a controlled space. 6hereas, if you do a blo#

post where you're doin# a review of say three products, and then you

say, My recommendation is this one, this is why, then you only haveone affiliate lin- from there. +ou ad"ust them to sellin# and then you

send them off when you want them to send off.

KATHY COLGAN:ery #ood, that's a #reat idea. )han- you, I

appreciate that.

HEATHER PORTER: +ou're welcome% )han- you.

ANDREW MCCAULEY: $et's hear it for 0athy% &applause

ANDREW MCCAULEY:Alri#ht... how are you, net #uest(

HEATHER PORTER: And who is this(

PAULINE MARTIN"#ROOK$: Hi there, I'm !auline Martin*7roo-s,

and I'm very ecited about launchin# my sites, savemetime.com.au

and savemetime.com. I #ot so much value out of your presentation

today, so than- you very much.

Heat%er a!& A!&re' )han- you%




8/17

PAULINE MARTIN"#ROOK$: A bi# point for me was the 'you #et

what you pay for' when it comes to hostin#, and how you can be -ic-edoff if someone else is spammin# in that way. o, my uestion today is,

loo-, time is our most important resource and yet people waste it

constantly because they don't have systems. o my site is literally my

life wor- of creatin# systems in everythin# that I do, so my bi#

uestion to you #uys is, what would be a #ood ethical bribe(

HEATHER PORTER: 2or systems... let's "ust start, before we #o

there, who is your mar-et(

PAULINE MARTIN"#ROOK$: )hat's such a #reat uestion. &lau#hter

Anyone who's time*poor.

HEATHER PORTER: Are they entrepreneurs or are they in corporate(

PAULINE MARTIN"#ROOK$: !robably entrepreneurs, I thin-, is

more of the space I'd be leanin# towards.

HEATHER PORTER: If they're an entrepreneur are they "ust startin#

or how lon# have they been in business(

PAULINE MARTIN"#ROOK$: )hey're probably wearin# lots of hats,

so I'd say they've been in business at least, say, five years.

HEATHER PORTER: /-ay, #ood. 6hat I'm doin#, by the way, is thechun-*down eercise, when you -eep as-in#, then what, then what(

And, we should #o a lot deeper, but for lac- of time, what we're then

loo-in# at is, if we're tal-in# to an entrepreneur who's been in business

a couple of years probably is a lot of staffin# issues perhaps,

outsourcin#, tryin# to scale, they're probably in the sta#e of scalin#

that we would -now very well, so then you start to loo- at what they

want. Di#ht( )hey need help probably with scalin# a business, so what

tools around scalin# a business and time can you offer( Maybe a

tutorial on how to use one li-e a wheel of time trade, you -now.

omethin# li-e a tutorial on that.

PAULINE MARTIN"#ROOK$: +eah, cool because I was thin-in#

maybe even a cheat sheet on o8es- or how to put up a certain

reuirement. /ne of the thin#s that we've been doin# for "oint

ventures, for instance, is actually #ivin# the spec to somebody on

o8es- and sayin#, find these people so then as a business owner so

that all we have to do is call those people. 6e don't have to spend

time findin# them.

ANDREW MCCAULEY: 8o you li-e creatin# systems(

PAULINE MARTIN"#ROOK$: /h my 5od, I love creatin# systems.




9/17

ANDREW MCCAULEY: 8o you thin- there are other people out therewho hate creatin# systems(

Au&ie!(e )e)er: +es% &lau#hter

PAULINE MARTIN"#ROOK$: Apparently, I don't #et it, but yeah,

apparently.

ANDREW MCCAULEY: o, let me as- this of the live audience if you

were to #et a blueprint or somethin# on how did !auline learn how to

love creatin# systems that are #oin# to save you time, would that be

interestin# to you(

Au&ie!(e: +es.

ANDREW MCCAULEY: +eah, see. +ou can "ust as- people, li-e, thin-

of it as you live in system, you deal with it and that's your life. 6hat

comes naturally to you doesn't come naturally to a lot of other people.

ystems, either you're #ood at them and you li-e them or you hate

them and don't want to -now about them, but you -now you need

them because it's #oin# to save you a whole bunch of time. +ou "ust

need to loo- at, #et into you own head and say, /-ay, I'm #ood at

that, is there anyone else that would li-e to -now how to do this()here's already people sayin# yes.

o, you could say, 6ell, here's the ten top reasons why you need to

love systems, even if you hate them. /r, how do I show people how

to use basic systems that will #et them time bac-, an hour a day( How

do I #et bac- an hour a day with these three systems( o, all of a

sudden you're #iven them, not a monetary value, but a time value

which often is much more than the monetary value because no one

else can have more time than anybody else, we've all #ot the same

amount.

PAULINE MARTIN"#ROOK$: )hat's ri#ht.

ANDREW MCCAULEY: Come up with somethin# that people want.

)hey want their time bac-, how can you #ive them time bac-( how

them three systems, two systems, seven systems, whatever you want

that they can implement by the end of your report of the end of the

wee- that they will want to do.

ANDREW MCCAULEY: I saw somethin#, too, the other day, spea-in#

of systems, there's somebody that is -ind of in your space and was

trainin#, they did tutorial on how to use a pro"ect mana#ement system.




10/17

It was so #ood that at the end, and of course they had their affiliate

lin-, this is the opt*in, but they're actually sellin# directly from theiropt*in usin# their affiliate lin-, as well. o, it's a #ood space for you,

too, especially trainin# people in systems, all of these software

platforms have affiliate lin-s, so it's handy.

PAULINE MARTIN"#ROOK$: Cool, that's ri#ht. )han- you.

ANDREW MCCAULEY: Anythin# else( Any other uestions(

PAULINE MARTIN"#ROOK$: I was "ust #oin# to say around

moneti?in# that I read a lin- the other day somethin# li-e == ways to

ma-e money out of your website, but probably, what are your topthree that you can thin- of(

ANDREW MCCAULEY: I would say, create your report strai#ht off the

bat so you're sellin# to people under your win#s.

HEATHER PORTER: :p*sell, so when we said earlier, all the pa#es, all

the than- you pa#es, always up*sell into somethin# else. 8on't be

scared to actually sell a product. If you're #ivin# a bonus away, you

could say, >ust for an additional seven dollars, ten dollars, would you

also li-e an M!3 supplement for this( o use all of your than- you

pa#es to up*sell because they're already warm and happy to be there.

ANDREW MCCAULEY: And the last one would be affiliates. 5o to all

these tools you're #oin# to show people and then do a review, #ive an

affiliate lin- and say, I recommend )ime )rade, here's my affiliate lin-.

I recommend 7ase Camp, here's an affiliate lin-. All these have costs

to them, the premium versions, you could even do a review of premium

versus free. 6hy would you #o premium( I recommend premium

because it's only E=F.FF a month. +ou put your affiliate lin- there and

#et E


11/17

PAULINE MARTIN"#ROOK$: +eah, #reat. @cellent. And, "ust oneother thin# around videos. I want to create little GF second videos

because obviously I can't do a four minute video on a savemetime site,

ri#ht, so GF seconds tops. 6ould you recommend #ettin#, I'm thin-in#

of anime or somethin# li-e that rather than "ust constant videos of me,

for instance.

ANDREW MCCAULEY: 8epends on what your audience wants. +ou

can #et those done up, you can #et slide shows with music out of the

top, or if you li-e tal-in# in front of the camera and you're interestin#,

then people are #oin# to want to watch you anyway. If it's only a

minute it's not too lon#, you -now, so it depends on how you feel. Ifwe had a video we could show what she "ust did &lau#hter and

people tal-in#

PAULINE MARTIN"#ROOK$: It's only for the live audience, sorry

#uys. &lau#hter

HEATHER PORTER: )han-s%

ANDREW MCCAULEY: $et's hear it for !auline% &applause

PAULINE MARTIN"#ROOK$:)han-s, #uys%

ANDREW MCCAULEY: Alri#ht, net #uest... hello.

HEATHER PORTER: Hello.

ANDREW MCCAULEY: 6hat's your name and where are you from(

RUTH: It's li-e one of those datin# shows on ), 7lind 8ate or

whatever. &lau#hter I'm Duth, and I'm from &town name, which is

"ust outside of ydney for those that don't -now it. My business is

7usiness Desults Catalyst where I am an outsourced 78M for business

owners who are too busy or don't have the inclination to learn businessdevelopment strate#ies and implement them.

ANDREW MCCAULEY: And there's lots of those around, ri#ht(

RUTH: )here are a few.

HEATHER PORTER: +eah.

ANDREW MCCAULEY: +es.




12/17

HEATHER PORTER: o, uestion. 6hat do you want to -now today(

RUTH: 6ell, I've had a business #oin# for a few years and -ind of

#radually morphed throu#h a lot of online thin#s, but -ind of startin#

a#ain with a bit of a different incarnation, as so there is so much to do,

there are so many cool thin#s, and I've -ind of dabbled in it in a few of

them, and I #uess for me it's how do you recommend that people start

or in my case started a#ain( Is there a step*by*step that you ta-e

people throu#h where to start in all of this cool stuff(

HEATHER PORTER: 6in# it. &lau#hs >ust -iddin#.

RUTH: 5ood, I was on the ri#ht trac-% &lau#hter

ANDREW MCCAULEY: 2a-e it 'til you ma-e it.

HEATHER PORTER: tart by as-in# your mar-et what they want, and

what I mean by that is literally as-in# people around you, 6hat do

you need help with( 6hat do you want to -now about( $oo-, in

5oo#le you can still use the -eyword, now it's called the -eyword

planner, ri#ht, the planner tool(

ANDREW MCCAULEY: It's not called planner tool anymore.

HEATHER PORTER: It's not the -eyword planner anymore. 7ut, in

5oo#le you can #o in and "ust 5oo#le #oo#le -eyword tool and they'll

redirect you to where you need to be, and you can actually see the

-eywords that people are usin# as you -now to search for thin#s in

your space. )hen, literally, start out with a pretty basic website and

write, li-e, ten blo# posts based on the -eywords that you're seein# in

5oo#le and based on what people are actually tellin# you that they

actually want to learn. +ou don't need to be tric-y or reinvent the

wheel because the whole mar-et is out there already tellin# you eactly

what they need help with because they're 5oo#lin# it and they'reloo-in# for it. +ou "ust create it.

ANDREW MCCAULEY: I thin- that's a #ood point because #oin# and

creatin# a product because you thin- the mar-et wants it is #oin# to be

wron#.

RUTH: I've done that before.

ANDREW MCCAULEY: A lot of you have done that before. )hey thin-

it's a really #ood idea and they #o and build, they spend si months or

more buildin# this product and #ettin# a lo#o and all that sort of stuff,




13/17

and then they #o to push it out there and no one wants it. )hey can't

understand, thin- it must be the lo#o, so they chan#e the lo#o. 7utthe actually fact is that no one wants it because it's not a needed

product. o find out, do the least amount of wor- possible what it is

that people want and then when you find it a pain, have an answer for

that pain. 6hen you can solve that pain people will start wal-in# in the

door and sayin# they want it. +ou've #ot the answer to their pain, so

they want it.

RUTH: o start a basic website to start postin# content and "ust...

HEATHER PORTER: >ust start...

ANDREW MCCAULEY: Have a loo- at what the pain is and "ust start

answerin# some of the pain points on your website. 2irst couple of

blo# posts, loo- for the pain and answer the pain. @ven if you don't

have a product yet, #o out there and #et a landin# pa#e. 5et up a

landin# pa#e and say, ma-e up a sey title of somethin# you're #oin#

to do even if you haven't done it. 8on't wait until you've done, #o out

and say, 5et on now, #et on the early bird list. tart #ettin# people

into the list, and when you launch it *well, there's another point *you

can put up a landin# pa#e, if no one si#ns up then don't #o on to create

a product that no one wants.

HEATHER PORTER: +eah, create it after they commit. And, I #uess

one more thin#, too, we seen this a lot where people want the perfect

copy and content all over their website, and it's li-e a year later and

they still don't have a website up because they're so focused on the

words and the About !a#e, or what the form loo-s li-e on the Contact

!a#e. +ou see us sittin# up here doin# a live podcast totally

unscripted, you -now what, the internet world is so for#ivin#, and it's

so for#ivin# because it moves so fast and you "ust have conversations

with people and you "ust #o and start somewhere.

RUTH: I'm probably the opposite way from that in that I "ust #o andstart doin# a whole heap of stuff, so I #uess it's more, strate#ies, bein#

strate#ic, or "ust -ind of #o and see what happens.

ANDREW MCCAULEY: At least you're doin# somethin#. )here's other

people that will plan it and they're plannin#, plannin#, plannin# and

they haven't even left home base, they haven't started.

RUTH: )hey're the clients I end up wor-in# with because I have to

push them. &lau#hter

ANDREW MCCAULEY: Di#ht.




14/17

HEATHER PORTER: !erfect.

ANDREW MCCAULEY: 8oes that answer your uestion(

RUTH: )hat answers my uestion.

ANDREW MCCAULEY:+ay, let hear it for Duth% &applause

HEATHER PORTER: )han- you%

RUTH: )han-s very much, #uys.

ANDREW MCCAULEY: Alri#ht, we've #ot time for one more.

HEATHER PORTER: /ne more%

ANDREW MCCAULEY: 6e need some male activity over on this side

of the &unintelli#ible. Hello%

*O$E+: Hi%

ANDREW MCCAULEY: )hat sounds li-e a male to me.

HEATHER PORTER: It does% &lau#hter

ANDREW MCCAULEY: Hey, what's your name(

*O$E+: My name's >osef with an 2. I'm different. &lau#hter

ANDREW MCCAULEY: 6here are you from, >osef(

*O$E+: I'm from ydney, and I am stru##lin# to come up with the

ri#ht :D$ for our business, and I already have a :D$, which is

accentmana#ement.com.au, but it's... I used to have a website but it'sbeen ta-en down.

ANDREW MCCAULEY: o, your bi##est problem is comin# up with a

title or a domain name(

*O$E+: +eah, a :D$ that eplains what we do so we #et found by the

ri#ht people in the search en#ines but also buildin# the mar-etin#

funnel to attract corporates whereas most people pic- up more

entrepreneurs and ta-e what they -now and do their own business,

we're actually loo-in# for corporates to #row their or#ani?ations, so

we're really after C@/s and the top level of mana#ers.




15/17

HEATHER PORTER: How about I start with your :D$( /-ay, :D$sdon't really matter anymore because if you're thin-in# about how

people find you online is throu#h 5oo#le, blo# posts, social media,

$in-edIn in your case probably, they're #oin# to most li-ely clic- on a

lin- to #et there and #o into the pa#e. o many people are not typin#

:D$s anymore to #o to homepa#es of websites, and in the past there

used to be a trend where you used -eywords in the :D$ which has "ust

#one out the window, it no lon#er matters anymore. o, shorter :D$s

are #reat, you -now. $oo- at people li-e 5oo#le.com, there's plenty of

companies reinventin# the wheel and havin# their own words. o

short, one word :D$s are always perfect. !eople are #oin# to find you

based on the content you create and clic-in# on lin-s that are deliveredall over the internet that way, not throu#h your :D$.

ANDREW MCCAULEY: +eah, I wouldn't #et hun# up on the :D$. >ust

pic- somethin#, doesn9t matter. Call it somethin#, somethin#,

mar-etin# ydney, or whatever you want to call it. 7ut then, the real

value is #oin# to be the content you're deliverin#, so you've #ot all

these different subtopics, chan#e mana#ement and so on and so on

leadership, tal- about that is your content on your site and people are

#oin# to start findin# you from the content you're deliverin# rather than

a name that they're #oin# to type into 5oo#le's search bar. 5oo#le

doesn't care about that as much as they used to anymore. In thescheme of search, it's bi#.

HEATHER PORTER: In your space, as well, because you're dealin#

with professionals, settin# an industry standard is #oin# to be really

important so you can do that throu#h creatin# a white paper where you

research what's #oin# on in the space of leadership and come up with

statistics, and pac-a#e that up and then deliver it in video form or as a

white paper, and then suddenly you're this company that is actually

definin# what leadership is. o, thin- in terms of what your mar-et is

wantin#. )hey're #oin# to want the statistics and the credibility versus

the warm and fu??y, fluffier stuff, really.

*O$E+: +eah, the difficulty we're havin# is actually findin# what are

the uestions that they would be loo-in# for, what are they #oin# to be

#oo#lin# when they're loo-in# for what we have(

ANDREW MCCAULEY: Have you ever as-ed them( Have you ever

"ust found...

*O$E+: +eah, that's what I was loo-in# to create, some sort of survey

and maybe put it up on $in-edIn.




16/17

HEATHER PORTER: >ust #o to $in-edIn and loo- for #roups, what the

#roup topics are. urveys are not necessarily what people answer, "ustfind what already happenin# with a lot of traffic. Ma#a?ines on

Ama?on, #o to business and podcasts on i)unes, what are people

actually already tal-in# about, because that means that there's actually

a mar-et. 5et some topics and ideas from there.

ANDREW MCCAULEY: 8oes that ma-e sense(

*O$E+: +eah, it does. I'm still not convinced that that's #oin# to #et

us the ri#ht people because when we loo-ed at those sort of #roups,

they're the sort of #roups that are tal-in# about thin#s li-e i i#ma

and A! and that's not really the mar-et that we're after. 6e're after ahi#her level.

HEATHER PORTER: Call them up and say, Can I buy you a coffee(

*O$E+: I was thin-in# of runnin# a wor-shop or settin# up a

mastermind #roup, that sort of thin#.

HEATHER PORTER: >ust #et in front of them first and find out what

they want.

ANDREW MCCAULEY: As- them, "ust basically as- them what they'reloo-in# for, what you can help them with. 2ind out the pain point so

you can help them solve the pain point.

HEATHER PORTER: /r, can I interview you about your views on

leadership( @veryone li-es to be interviewed, you -now( eriously,

it's a little twist. And in the sub"ect line of the email, can I interview

you( )hen they're #oin# to thin-, are you media( 6ho are you( And

then, it will open the door.

*O$E+: Di#ht, o-ay.

ANDREW MCCAULEY: Decord it, as- them the uestions you want,

then it's either content for you later, or it's advice and research that

you're loo-in# for. And, they're #oin# to open up on a better level than

if you #ave them a survey to fill in, fill in the blan-s what does

leadership mean to you( !eople aren't #oin# to sit there and tal-

&unintelli#ible.

*O$E+: 1o, they're not.

ANDREW MCCAULEY: 7ut, if you sit in on an interview and are li-e,

/-ay, now you've been a leader for seven years and done this and this




17/17

and this, what does that mean to you( )hey'll "ust start tal-in#. And

that's the information you're #oin# to #et. All of a sudden you9re #oin#to say, 6hat's your bi##est pain point in your business(, and he's

#oin# to say, 7lah, blah, blah, blah. In terms of mana#er, what the

bi##est problem, and he'll #ive you an answer, and all of a sudden

you're li-e, 6ow, and you #et three or four interviews that #ive you

the same sort of answer, there is your product. )here's you

information pac-, or there's that thin# that you can start sayin# ri#ht

now here are the people that we're tar#etin#.

*O$E+: Di#ht, o-ay.

HEATHER PORTER:)here you #o. And that's a wrap, I believe.

ANDREW MCCAULEY: $et's hear it for >osef% )han- you >osef.

*O$E+: )han- you, wonderful. &appluase

ANDREW MCCAULEY: Alri#ht, so that's our podcast. 1ow, if you're

loo-in# for the transcripts...

HEATHER PORTER: /h yes, the transcripts, you can head on over to

autopilotyourbusiness.compodcasts, and you can not only #et the

show notes that we have for this episodes and actually learn a little bitmore about our special #uests today, but you can si#n up to be alerted

on our upcomin# episodes and #et access to bonus transcripts.

ANDREW MCCAULEY: )hat's ri#ht. And, than- you to our ydney

audience% &applause

HEATHER PORTER: )han- you% Alri#ht, #uys, than-s so much.

ANDREW MCCAULEY: )a-e care, we'll tal- to you soon.


www autopilotyourusi!ess com

Live In Sydney! Online Marketing Questions Answered…

Documents

Transcript of Live In Sydney! Online Marketing Questions Answered…