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Build a Better Business
How to be a Better Marketer with Jay Ludgrove
August 22, 2018 Jay Ludgrove
Build a Better Business

How to be a Better Marketer with Jay Ludgrove

August 22, 2018

Jay Ludgrove

Content creation is an important part of telling your story, branding yourself or your business, and generating results online through better SEO. But, we are all so busy that it sometimes becomes the important thing we know we should be doing but never actually do it. In this episode, we talk about tactics that will allow you to create less content and get more out of it. 

Content creation is an important part of telling your story, branding yourself or your business, and generating results online through better SEO. But, we are all so busy that it sometimes becomes the important thing we know we should be doing but never actually do it. In this episode, we talk about tactics that will allow you to create less content and get more out of it. 

Episode Transcript

Speaker 1:0:00Hello greatness seekers, you're listening to the Jamie Irvin podcast, a podcast for people who are looking for great advice about business and life.

Speaker 2:0:20Every business needs a website. I know when I started my business, I couldn't afford to hire a web designer and so I used a template based website and it worked in the beginning, but eventually I just couldn't get my website to do the things I needed it to do, and so I hired Garrett at track star webdesign. Garrett and his team have been producing websites for all of the businesses I have been involved in, including this podcast since 2012. If you need a professional website that is going to produce results, then I highly recommend that you use track star web design. Check it out at Jamie star today.

Speaker 1:0:59Okay, greatness seekers. Let's get started. Here's your host, Jamie Irvin.

Speaker 2:1:04According to Forbes, creating new, frequent and insightful content is a healthy and necessary practice of business in any industry. Many companies choose not to allocate the time and resources towards content creation though, and in doing so, they often fall short of their goals. So how as a small business owner or busy executive, do you find the time to make sure that your business is creating the content it needs to in order to be successful? This is why in episode 45, I brought an expert on content creation on the podcast.

Speaker 1:1:40It's time for our interesting interview and greatness seekers. You're going to love this week's guest

Speaker 2:1:48J. Lloyd Grove is the Co founder and Managing Director of Gel pro UK and international podcast production and digital marketing agency. Jay loves to work with businesses and podcasts. There's all over the world allowing them to create engaging content easily and to help them to speak directly to their audience. Here's my interview with Jay. Jay, are you ready for greatness?

Speaker 3:2:12I certainly hope so.

Speaker 2:2:15Fantastic. So you are a successful entrepreneur and I'd like to talk to you a little bit about your blueprint for success. What are two or three things that you do consistently well that directly contribute to your current success?

Speaker 3:2:31Well, Jimmy, I guess one of the things I really try and focus on his development in development and myself and development of the company and the people within the company. I, I really think if you are learning consistently then um, you get chunks for, as you said, greatness essentially. Um, so that means I'm taking a look at yourself taking stock. I'm looking at analytics and trying to see where you want to see where you can improve way maybe your weakest. It's not always the easiest of processes. Uh, however, I think by looking and finding your weaknesses and being honest with yourself about them, you can actually put together a plan to progress. And the same thing with business. If you're constantly looking at the analytics of Your Business, of your marketing, of your sales or in any part of your business, if you're looking at how things are performing and looking for weak points or bottlenecks, then you're going to be able to hopefully eradicate them. But also you're going to develop and grow as a company and as people as a whole.

Speaker 2:3:36So did you find those analytics all by yourself? Now when we say analytics, people are going to automatically just think of the digital analytics, but we're actually talking in a larger sense. Did you do this all on your own or did you have help?

Speaker 3:3:49Oh, I certainly had help. I, uh, one of the things that you always hear shout it from my office at some point is I didn't do a business degree and this is being an entrepreneur. Running a business is always been something that's very fluid for me and my business partner as we've been going through it. And you, you seem to find more of a problem. So something that we have done from day one is to try and find people who are experts in separate parts of the business. Whenever we need help, go and speak to someone when it came to the finances. Go and speak to an accountant, speak to a number of accountants. Find which person is the best to explain things to you in a language. You understand that you can actually make those decisions. But the actual quantifying the analytics, that was a lot of research with a lot of different, uh, like say experts and successful business owners to say, you know, what do you wish you had known about your business now I'm one of the biggest things that came up from speaking to them all was the numbers, the numbers.

Speaker 3:4:46So not even the social media analytics, but you know, what are your costs? Can you break it down to exactly how much you need to progress to x, to y? Um, what are your expenditures, how much you've got coming in by understanding those numbers, by understanding everything on a very, very high level. So, you know, get the best people to put those together for you and then give you the high level numbers. You can make decisions. But by understanding them, you give yourself a chance to really plan properly. Um, you know, do you need more resources? Do you need more people? Um, can you afford that? That's always an important part of, of everything. And if you're going to, as I said, invest in development of yourself or your people, your company, you really need to know what the best direction is to do to help your growth. Do you want to send your marketing people at marketing courses or do you want to invest in a marketing strategy to help your sales people is by looking at the numbers on almost a monthly basis if possible. Um, you give yourself a chance to see trends and also see where the improvement is or isn't helping.

Speaker 2:5:57So you haven't always had

Speaker 3:5:58the success that you've had and now you've kind of figured those things out. But in the past, tell us a story about one barrier that you faced and then how did you overcome that barrier? Okay. Well, I mean, I'm sure everyone says this, but there's been many, many, many barriers, many barriers in Dade. Um, I think probably the biggest barrier for us has been, um, as individuals and as a business is experience and knowledge. A lot of us have come from other industries to work in digital marketing or podcasting. And the real challenge has been, is, is what do you look for most when employing someone, do you look for a wealth of experience or do you look for someone who can fit into your culture? We've always been huge on the culture of the company, um, and wanting everyone to kind of have that singular focus or at least an interest in the singular focus.

Speaker 3:6:54So we have always, we all pretty much across the board employee to people who fit into the culture over expertise and then put people through essentially aggressive development and learning so that they can become experts at their specific role. And one of the real tasks has been, is, is how do you take someone who's incredibly willing, incredibly smart, incredibly hardworking, but not necessarily an expert. How do you take them from, from there to be in an expert in their field? Um, and everyone's different. And as I said earlier, you know, we didn't do business degrees, uh, so we're, we kind of work on a basis trying to see what works for different people. Some people need a, um, a carrot monetarily. If I give you this much more money, you need to deliver there. Whereas others need education. Now if I give you this education, will that take you there? Um, so that's been the hardest challenge for us and the way we resolved it has been very multifaceted because we really try and focus on the individual and what learning they need to have to become experts that they need to be.

Speaker 2:8:06I want to thank you so much for sharing that because I really do think a lot of businesses struggle with this and even well established businesses with people with business degrees leading them still struggled with this. So thank you very much. Looking back on you on your journey, when did you start to see, you know, what we've gone through this barrier. We seem to be figuring it out. Things are getting better. I think we've got this. I think we're winning. And like when, when you had that moment, how did you celebrate the fact that you are now having success?

Speaker 3:8:39So for me, and I'm sure that the team will agree and the moment I really felt that we were moving to that stage of like, you know, we're here, we've done it, um, was when I could stop micromanaging everybody. We were a very small team originally. Um, and as I said, no one was necessarily skilled they want in that specific industry. We had cost producers who had worked in audio production but not necessarily podcasting. And uh, we had salespeople who had never worked in sales and market is who had worked in retail previously. So, um, the first year or two of our business was a struggle for us all because, um, unfortunately I, I was having to drive the business a lot as well as the development within the team. So I was probably too involved in everybody's life and I'm sure they'll all agree that it was so much easier after about 18 months when I could step away from that and what's the teams manage themselves.

Speaker 3:9:39And I'm really blessed to have such great people who worked for us. I mean, Tony St Louis Time, you know, we've got friends within the company now, uh, this family where everyone seems to have a singular goal, whereas working in their own department or autonomously, and it's a one wonderful thing to see when you're looking at someone who's come from a completely different industry to now be absolutely killing it, uh, working as a marketer or an absolute killing it, working in production, um, and seeing them actually grow as a person and seeing how happy they are within the role, um, has really been it's own reward.

Speaker 2:10:13That's fantastic. Did you do anything special though to celebrate or to to give back to those great people?

Speaker 3:10:19I left them alone. I don't feel that that was a generational thing. So we try and part of the culture we try and have fun as a business. So, um, we sponsor some local events, one of which is a mixed martial arts night essentially, which happens every quarter. So we're one of the big sponsors of that. So we took the entirety mail for a table of 10, which is vip and it had far too many drinks and had a chance to let our hair down and kind of celebrate the fact that we've gotten to a point as a business where we're now working on autonomous Lee and I'm continuing that growth that we were hoping for.

Speaker 2:10:56That's a great way of doing it. We just on the weekend we just did a ride for cancer and raised $500 and we brought together a group of people and some of the customers and it was a fantastic event and it brings everyone closer together. So I want to congratulate you on taking that approach because you know, I mean, you're the owner. You could have easily just a taken done something for just yourself, but instead you're giving back to your people and your community. So that's fantastic. Now if you were starting over again, what advice would you have for your younger self?

Speaker 3:11:28Um, for me, I would have started earlier now I have to say I think that that probably wouldn't have been the success it's been. Um, I think the years that I did a working in a corporate environment or for small businesses gave me with the knowledge I needed to be able to go out and be a business owner and I don't think even if I've done it for years beforehand unnecessarily would have learned everything I needed and have the tools I needed to make success the myself and Tony had been at this business. However, I still think that I would tell my younger self just how rewarding it can be. Work this hard you spend you. Oh, I spent most of my twenties resenting having to work so hard and I was probably working 60 percent of, of the, uh, of the intensity that I work now. But it's so rewarding when you find something you love, find something that you're good at and find something that you can spend maybe more time than you should working on. It's such a rewarding thing. So if I could go back in time, I'd tell my younger self to just, uh, get started as soon as possible. I'm running their business and I'm sure that I would've learned some of the, uh, tools along the way.

Speaker 2:12:38Yeah, it's amazing. Will Work Sixteen hours a day for ourselves so we don't have to work eight hours a day for someone else and I'm owned for six hours previously, but to someone else as well. So we're going to take a minute to break, uh, and hear from our sponsors, but before we do that, just in a couple words, what are you going to teach us?

Speaker 3:12:57Uh, I'm gonna teach you how to take one piece of content and releasing it on multiple platforms.

Speaker 2:13:02Fantastic. Let's hear from our sponsors. Look, let's face it. Hiring the right people is one of the areas that you've got to win in business. If you want to scale your business, you want to grow it, you want to be successful. You've heard me talk about the profile first approach before I want to recommend to you what I've been using since 2009 with a lot of success. It's called screen to fit my profile. Now you're going to find it at [inaudible] dot ca slash screen. The number to fit, that's Jamie The number to fit this software is going to help you to be able to scientifically identified the exact match for the person to the role, the role to the person. It's critical. Check it out. We're back. Jay, you're going to teach us how to repurpose content in a way that'll make it more effective for our business. The mic is yours.

Speaker 3:13:56So we, we are a digital marketing agency, but specifically we concentrate on content creation or content creation. Um, we focus on whole cost production because it's such an easy way of taking a piece of content that you've already created and releasing on a number of platforms. Today's marketing show content hungry. It's so very content hungry that you could spend every day of your working life just trying to create content to market your business and never spend the time focusing on your business. So what we always suggest is think of ways of creating a content creation day or two days where you can set yourself up for the next two months, the next three months. And specifically, I'm talking about businesses, you might not have much marketing material, so let's think of a blog. Everyone at uses blogs and understands the power of writing regular content about your company and how that could be great for seo well by you could literally take that blog and you could read it out until Mike released that as a podcast.

Speaker 3:14:57It might not be the most interesting podcasts or engaging podcast from the get go depending on the, you know, how engaging your content is, but what it will be doing is utilizing the power of things like itunes, Google play, spotify, and all the other places that you can get podcast using the power of their marketing for your Seo, for your search engine optimization. So if you're releasing a weekly blog, and that's also a weekly podcast. I'm and I'm talking about using exactly the same content but spoken as opposed to written. If you're releasing that, you're going to touch other audiences because in this such a hungry, hungry, hungry content marketing world, you need to essentially talk to audiences in every single way that they might communicate. So if I'm a reader, you might be someone who listens to something you know on your commute, you might be sat listening to a podcast, whereas understood next year and the same commute, but I'm reading something on my phone so you want to take one piece of content and essentially release it so it's a video, release it so it's a podcast, release it.

Speaker 3:16:04So it's a blog. By doing that, you're actually saving yourself time, trying to create more and more content. You're speaking to audiences across the board on every single platform and also you're not spending the earth trying to create tons of content. Now video is a slight problem here because video does take a more of a production and if you have the money, I certainly suggest creating video content because all of the analytics suggest that it's a lot, a significantly better way of engaging your audience. However, if you are working to a budget, having a podcast can be one of the most powerful ways to market your company across all the mediums and really increase seo search engine optimization.

Speaker 2:16:45Okay, so let's break this down a little bit further. So we write a blog article and let's say we are a plumber and so, so we're not necessarily the best writer. Maybe we get our wife to help us when we write a, we write a blog article about some specific aspect of, of what of the service that we offer. Now, when you said, um, to, to get a mic and record it, do we need fancy recording equipment or how could we do that?

Speaker 3:17:13The wonderful thing about podcasting is that that recording equipment can be as fancy or as basic as you use your budget can stretch to essentially have listening to great podcasts that are recorded on the phone. And I've listened to great podcasts that recording studios I would possibly suggest to make somewhat of an investment, but the four or 500 bucks you can get close to studio, um, quality equipment. However loosely you could spend 100 bucks and get Mike which plugs into your laptop and be ready to go just as easily. What I would is, is choose that budget wisely when you first start because you can upscale. Have you seen the success of how that has impacted your business? So, um, you know, maybe start with a mic which you can plug in straight to your computer and just start recording, see what you can actually make of that podcast and see how it works with your style.

Speaker 3:18:10Because if we talk about that plumber, they may not be the best writer in the world, but I know a lot of people who aren't very good writers at all, but they're the most engaging person you've ever met when you see them face to face or when you talk to them. The great thing about podcast is that's what it can really get across and get across your businesses unique selling point, which is you and you know people are going to work with you. So using a podcast gets less people get to know you, get to understand you. And when they talk to you, there's already a familiarity there.

Speaker 2:18:40Okay? So now we're gonna. Take that same piece of content. We're going to translate it over to video. Now, here's one of the, um, automatic things that I see as a benefit to starting it as a blog. Most videos today when they play on social media platforms, if I'm not mistaken, there's no sound unless you activate the sound, which is why having the text at the bottom is so important. Now, if you take that video and you make that video based on the blog article, you can just cut and paste that text directly into the video so that people can read it. Is that correct?

Speaker 3:19:13Absolutely right. So you can essentially already created your own subtitles, which is great. And it's so powerful that there are some tools. Um, facebook, for instance, will create subtitles for you, which is a wonderful tool when you can pull that out. So if you are a bad writer, you can always do it retrospectively by talking into a mic and creating it. And then using facebook to pull the, um, the, almost the transcript up, but it won't be quite correct and you have to Redo it. I actually agree with yourself though. Creating a blog first allows you time to think about the content. Really understand it by the time you've written it down, you have a specific proposition that you're trying to get across for that blog and it's going to make it much easier for you to talk about or be on video and be engaging with if you've already thought about the actual content and the message itself

Speaker 2:20:04and how do you avoid being boring.

Speaker 3:20:07That's incredibly important. Not every person should have a podcast. I really think, you know, if you're looking at podcast for your business, it should be the engaging person. It should be the person who can have a conversation and is good at it. It's not necessarily the salesperson either. You don't necessarily want to have someone's sending on a podcast. You want someone to have a good conversation, much like yourself, Jannie, someone who can help move the interview along if it's an interview podcast or be engaging, entertaining, uh, on their own. If that's that kind of focused. I'd also suggest if you are doing video, then talk to the camera. Everyone has a real of talking to themselves or looking at, um, uh, the pitcher, you know, showing when you talk to someone face to face is most engaging when you're looking in their eyes. So by looking into your camera, on your phone, on your laptop, whatever, it's going to be more engaging for the, um, uh, the, the, the person who's watching it also keep it short.

Speaker 3:21:09If it's a video, keep it under a minute so you can share it on things like instagram and if you have more content and then think about what platform you're going to release it on. If it's going to be a three minute video, maybe it sits better on linkedin and facebook. With podcasting, the thing I love is it allows you to run long and there's nothing better for me than a two, three hour podcast where you really get to know someone. Um, and again, the nice thing is about podcasting is it's a lot easier to do and also long form piece of content a. whereas video needs to be a lot more snappier and kind of consumable.

Speaker 2:21:43The other thing that I have experienced myself and I look at some of the greats right now in content creation and I love going back and looking at their early content because if you're worried about the fact that, oh, you know, I don't know if I can do this, go back at some of the people who are really great today and go back five years ago and listened to some of the stuff they produced and oftentimes you're like, oh my, it wasn't very good. But then over time the more they did it, the better they got. And now they're a superstar. And I think anybody can benefit from that.

Speaker 3:22:18I totally agree. And one of the things, especially with a new podcast, is really working with people and helping them understand show. And we always say, don't essentially don't think about it too much. Um, you don't want to set yourself with really rigid a format for the show. The 10 episodes in 20 episodes in you find actually isn't quite what the show wants to be. Now, a podcast is a lovely way of evolving and expanding into his own thing. So if you try and keep it loose, day one, you can kind of see what it's going to become, but to do that you just have to get started and everyone's going to hate the sound of their voice and everyone's going to have technical queries and such. So just get started and start to solve some of those problems. And you'll also see huge jumps in your ability to have to interview your ability to talk long form, short form to put a proposition together in a clear and concise way. So the more you do it, the better you will get. But unfortunately it takes a leap of faith. And as you say, Gary v at one point wasn't Gary Vee today. You know, he wasn't as interested in engaging in. It wasn't as effortless as it is now. So you have to get started and just start pushing out content to get better.

Speaker 2:23:33Yeah. And I want to go back to that example of like a plumber. So this isn't necessarily a natural place for someone who maybe is in the trades to go. I mean, some people are going to just take to this like, like right away and other people are going to really struggle, but one thing I will say is that when it comes to content creation, we use that expression, content creation, but really all we're looking for is documentation. Would you not agree with that?

Speaker 3:23:59I absolutely would. And I think the most essential thing for content creation is how that documentation adds value and people don't want to be sold to constantly. If you're, especially if you're releasing a good amount of content, you don't want to constantly see someone saying, buy this, buy this. Here's the deal, here's the thing. They want to see why you're an expert and why they should work with you. Add value to your customers. You don't have to sell them. The fact that if you're a plumber, you'll great at fixing the sink. What you have to sell them is, or provide to them is a picture of how you're an expert at replacing sinks, at fixing sinks. Say, talk about the problems people might have. Add value. Seven ways of finding a great plumber, uh, things to look out to avoid cowboy plumbers, I don't know, something, but by releasing content which shows that you're an expert in the industry, allows people to want to work with you without you having to kind of force your product or your service down their throats.

Speaker 2:24:58Absolutely. And so if you save someone a flood in their house by giving them five tips on how to prevent that and then they need a major repair done down the road, who do you think they're going to call?

Speaker 3:25:10Exactly. And it may not be today and it may not be tomorrow, but that's the kind of thing where six months down the line I'm sitting with my lovely lady Lou, and I say to her, remember we read that blog and I changed the thing and now that you know, that looks like it's gone. Who was that guy? And you know, that's the kind of information that will stick with us. Especially if like you say, it's ended up saving us a lot of money. Um, it also gives you kind of safe pair of hands to that. You know that this person is so good at their job that they're not trying to sell you, they're just trying to add value. They're giving away something for free. Well, if they can do that, then obviously they're confident enough in their business and comfortable enough that they give a great service. That's the kind of feeling you want to give, especially to prospective customers and then you can show them just how good you all once you start working.

Speaker 2:25:59Absolutely. Jay, I want to thank you so much for coming on the podcast and sharing your wealth of knowledge. It's been a pleasure. Thank you.

Speaker 3:26:07Thank you, Jamie. Thank you very much for having me. I really appreciate it.

Speaker 2:26:10My key takeaway from this interview was that you can use the same content and repurpose it in many ways to reach your ideal clients. This is both efficient and cost effective. You could reach Jay at his website, dot UK. Links will be in the show notes. Okay, greatness seekers. Let's learn how to make more money. This is where it's time to act on what you've already learned. This week. I want you to create one piece of content in a written form, maybe as a blog post, and I want you to repurpose this content in three ways. The first is to take the blog post and create a linkedin article that you attached to your linkedin profile. The second is to record a live video of you reading the content. You can post this to youtube, facebook, or Instagram, TB. Third, a facebook long form post. Now, by taking this content that starts as a blog post and creating these three other forms, I want you to track the analytics of the reach and engagement of these other posts that you've done. This is going to give you an idea of how much leverage or how much you can scale the reach of your content by utilizing this tactic. Tag Me in the post at Jamie l Irvin so I can see the work you're doing. I can't wait to look at it,

Speaker 1:27:34Jamie, it's been another great podcast, but at the end of the day, our family comes first. How does this week's theme apply to family?

Speaker 2:27:44This concept of creating content and repurposing it made me think of an effective strategy that parents had been using for thousands of years, entertaining stories or fables that have a practical lesson the next time that your children are acting up or need your attention, whatever the Goto that you've been using. Instead of doing that, I want you to try to combine the power of storytelling that illustrates a point and I want you to monitor the way that your children react to the council that they're getting or the discipline that they're getting. Instead of us just telling them what they shouldn't have done or what they should have done by telling a story that really grabs their attention and illustrates the point. My hope is is that you'll see that the child responds to it in a more positive way. This is going to make everybody better for the experience you're doing, your part as a parent to train your child and your child is receiving correction in a loving, practical way that hopefully will stick with them for a lifetime.

Speaker 2:28:43Thank you so much for listening to this podcast. The next time you are going to write a review or give a five star rating for a podcast, please think of the Jamie or even podcast. Really appreciate your help on Friday. We're going to have another focus, your greatness Friday replay, where we're going to cover some great topics that include dealing with negative people, hiring a coach, and what to do when you're running out of money. Talk to you Friday. Do you own a small business? Do you want to hear? Come the air quotes, get off the tools. Have you always wanted to hire a team, but you're worried that other people just won't do the same kind of quality work that you do as the owner? Then I think you should try creating systems in your business. I'd like to recommend to you that you check out process street. Process Street is a software that I use to systemize my business. The great thing about process street is they have an unlimited free option. As your business grows, you can then go into one of their premium options which will give you great value. Why don't you check out process street today? Go Jamie street. That's Jamie street. Give it a try. Systems really are the solution.

Speaker 2:30:03You've been listening to the Jamie Irvin podcast. Find and thanks for listening.

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