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018 Full episode

[00:00:00] Viv: Welcome back to another episode of marketing without social media. Now, before we dive in, I wanted to let you know that if you’re a service based business, that coaches, consultants, therapists, who wants to get to $7,000 plus recurring moms yes. Every month that needs help with growing your audience, maybe with generating regular leads or landing paying clients, then I’d like to invite you to eight.

[00:00:26] Viv: 15 minute leads, game plan call. Yes, just 15 minutes to work on your marketing plan. This is a super fast paced call. And in this call, we are going to take a look at your current situation to see what is, and isn’t working for you right now in your business. We’re going to figure out and identify what’s possible for you and your business in the next six months and beyond we’re going to uncover the number one.

[00:00:51] Viv: That is restricting your growth and holding you back right now. I’m finally, we are going to develop a three step action plan. Yes, three step action plan that will get you results in your business. A S a P. Now the session is free. It’s 15 minutes. And all you have to do is head on over to dot com forward slash game plan.

[00:01:15] Viv: Yes, that’s Viv guide.com forward slash game-plan. Pick a day, pick a time that suits you and let’s chat. Welcome to today’s episode on built content as part of our mini lead accelerator series. So the, the four things that you’re going to learn today are number one. What are the different types of built content?

[00:01:39] Viv: Number two. How to create strategic optimized content that is discoverable. Number three, creating an invitation for the next step. And number four, when to actually start thinking about building an normal. Versus borrowing an [00:02:00] audience for your lead generation. So stick around and, and join

[00:02:09] Viv: You’re listening to mark two without social media with me, they’ve got the podcast for people who want more clarity, connections, and cash in that business. I’ll be sharing with you proven techniques for leading entrepreneurs and experts from across. To help you to lock it without social media come to grow your business in a way that actually feels good to you.

[00:02:34] Viv: This

[00:02:42] Viv: So I’m super excited to be diving into built lead generation today as part of the lead accelerator series that we’re in mini series, I should have said. So what do I mean by built content well-built company? Things like blogging, podcasting, YouTube, it creating, for example, like a Facebook group. These are our things that we create, but they take time.

[00:03:10] Viv: Okay. So they are not going to produce instant results, but they can be amazing, uh, lead generation mediums. Why is built content? Great? Well, there are a few reasons. One that if you create really optimized, built content and by optimize it’s searchable, it’s discoverable. Okay. Discoverable is the word we’re looking for here.

[00:03:34] Viv: Um, and when we achieve that with, with our content, that means it is generating leads for us because people will, and on that content. Great content, the engage with that content, they will then take a next step with you and then they will enter your world, your email list, which is where we want to invite people to.

[00:03:58] Viv: Okay. So this is [00:04:00] why creating this kind of content is so useful. The other thing. It is, you know, the beauty of SEO search engine optimized built content is it’s like passive lead generation. So there’s so much out there about passive income. Do the piece of work, create the, you know, the content once the course, the, whatever it is.

[00:04:21] Viv: And it will keep generating new income time and time and time again. And that is what we fundamentally want from built content from search engine optimized content. We want it to be like past. Lead generation where we do this piece of work, we invest in creating quality content. So let’s say we spent 20 hours creating an awesome blog posts, you know, 20 hours creating four really optimized podcast episodes for YouTube videos.

[00:04:56] Viv: Imagine if you spent that amount of time, but it worked for you for the next five years and every week and every month it brought in new leads. That is a freaking awesome position to be in. And this is something that is so underestimated and so often, um, ignored. You know, people are out there and spending so much time investing so much energy in creating content on social media.

[00:05:28] Viv: They haven’t actually physically got the capacity and the time to invest in these other lead generation activities. Immediate. And that is sad because you are going to spend your life in the hustle stage, creating content that will disappear as pretty much as soon as it is, is posted and created on social media.

[00:05:53] Viv: But the beauty, as I said with SEO is if you just keep going in, keep doing little tweaks on it, you know, [00:06:00] think about the value of a house. And this is a great thing. And I heard this from Greg, Greg. And he would say, you know, SEO is like owning a property you pay for, and it holds this investment and that investment actually over time can grow now of course, with a property with houses, you know, there comes maintenance, you’ve got to paint it.

[00:06:21] Viv: You’ve got to replace the windows sometimes just to bring it back up to, to prime sort of peak value. And that is the same with SEO. You can create something that ranks in the top three of Google. And it may drop, but you can go back in and make some tweaks and amendments that keep, put it back up there and get it working and ranking again so that it continues to work for you.

[00:06:46] Viv: And that is what we want. We really want that value. So this is why built content is great. Okay. But we have to optimize them. So how do we optimize? How do we get our content ranking in Google searches in the top three? So what do we need to do? We need to create very strategic company. Okay. And I call this pillar content strategic content, and yes, there are many arguments for, well shouldn’t.

[00:07:17] Viv: I just write what’s important to me and what really, really resonates with my clients. Absolutely. Okay. But there are things people are searching for. There are things that your ideal clients are specifically searching and looking for. Okay. And there are ways to discover. There are ways to find out what is performing well, what are people landing on searching for, looking for?

[00:07:43] Viv: Okay. And this is where we really optimize our content. When we do that and we can use tools like Uber suggest there are many, many different tools, but Uber suggest is just one and that’s what I like to use. And when we use this in a strategic way in itself, [00:08:00] we can really start to find out what we should be writing about.

[00:08:05] Viv: Okay. So instead of trying to create the content and then find keywords, we do it the opposite way around. Do you know me? Let’s reverse engineer. Okay. So let’s start then what is going to be discoverable? And then let’s create around that, of course, within our niche. And that is what we want to create. If we can create three or four amazing pillar pieces of content that are ranking that a drive in traffic, you could fundamentally be bringing in.

[00:08:31] Viv: You know, 3, 4, 500 leads a month just from that content. And of course, then the beauty is once you’ve got traffic coming to that, once you are discoverable, you can create content that isn’t as optimized. There is, you know, heart and soul based content that you. So, so passionate about by all means, but let’s be strategic.

[00:08:54] Viv: See, so often what I find with clients that are coming to me is they say, well, I blog and I create YouTube content and podcasts and they just, nobody phones them. They don’t drive traffic. So what is the point? And you know, the unfortunate thing is there are so many people out there giving now. Crappy advice, telling people you must be on social media, you must email your list.

[00:09:15] Viv: You must write a blog, you must do journal journo requests. You must do all of these things. Well, a there is too much to do in all of that to do it well. Okay. You cannot do all of those things on your own, or even as a small team, you know, with the like two month team that is all. Uh, of stuff to be doing in terms of lead generation and visibility.

[00:09:36] Viv: So you’ve got to hone it in Rainin. Okay. So after we’ve created strategic content, discoverable content content that gets us found the next step is to create content that moves people forward to the next step to invite them to the next step with us. Normally that would be a downer. So come download my [00:10:00] content, come download my free opt-in my freebie view, my series on, and it’s just asking people to take a next step and click through so that, you know, they get a content upgrade.

[00:10:12] Viv: And that is really, really valuable because a it’s signaling. Yes. I’ve got an interest here. Okay. Yes. I want more, this has been great. Now tell me more about this, which is fantastic. So it’s qualifying them. Um, the other thing with next step content is it’s a way to then bring people into your email list.

[00:10:35] Viv: And again, that’s what we want. We want to capture. We want leads and leads. If we remember and reflect back on our earlier episodes, when people give us the details that gives us an email address in a name in exchange for something. Okay. So yes, they’ve had our free content, but let’s get them making and taking that next.

[00:10:53] Viv: And then that next step from there, once people are in your welcome sequence is to invite them to a call to a conversation, to a chat. So there’s always a small next step. So what is that micro next step? So the other thing that I wanted to touch on is when do you focus on built versus borrowed lead generation?

[00:11:14] Viv: So. Built, as we’ve talked about is fantastic. The leads are more qualified than, for example, with paid ads because people are searching, they are actively searching, so they are all ready, more qualified. They’re already looking for an answer to their problem versus say, Facebook audiences who are interest based, which is different.

[00:11:35] Viv: They are not necessarily raising their hand or looking for an answer. They may not even have a problem. So you are getting much better. So that is a reason to focus on built. But when in your journey, do you want to look at built? Well, I always suggest that people get their income to a stable, steady point by focusing on [00:12:00] borrowed lead generation in the first instance, why.

[00:12:05] Viv: It’s a long game. Okay. You are looking at potentially six months before any of that work that you’ve done starts performing for you six months before that attracts anyone. And then we have to introduce, and including that in that metric, how long does it take for someone in your world from of joining your email list to be nurtured?

[00:12:29] Viv: Become a paying client. What is that journey? Is it four months, six months, nine months. Now it will depend on what the nature of your business is, but it is something to factor in. So if you think six months plus say another four months. Okay. That is 10 months before someone buys from you. That can be a long period of time.

[00:12:49] Viv: But as we’ve talked about once you’ve got that in place and you just keep adding and creating that will really work for you, but we have to fill that gap now of where are your leads coming from? So, as I said, in the first instance, let’s get you to a point where you have a stable income from borrowed audiences.

[00:13:07] Viv: You have enough income, you have enough consistent leads coming in and you have the capacity. To maybe invest in a VA to do some of the work for you so that you can then invest time and built content. And that is what we want to have that capacity and time to focus on our future. I’m creating something sustainable.

[00:13:34] Viv: So they are the four things I recommend with built content. I hope you’ve enjoyed this episode. I hope you can take something away from this. If you want to chat through this more, then by all means, get in touch. Hello. At fifth guy.com. Come along to one of the free group coaching calls I do every month.

[00:13:53] Viv: Ask your questions and let’s continue. So our next episode is all [00:14:00] about networking and there is an amazing free gift for you. So come along to that, find out what it’s all about and grab your free code on that epic. So there you have it folks. I hope you’ve enjoyed this episode of marketing without social media today and feel inspired to take action in your business, whatever that looks like for you and as always.

[00:14:26] Viv: Thank you. Thank you. Thank you. For tuning into another episode of this podcast. And if you haven’t done so already, please do subscribe to the podcast. So you don’t miss an episode, speak to you soon. .