In these days of overwhelm and overwork, everyone seems to be searching for a proven, yet simple to follow, social media marketing strategy and a template to follow. I have developed one simple, easy to implement template that really works, over the last 13 or so years, which brings me, potential future clients, every single day.
I’m going to share my Strategy presentation with you in a minute and also give you an audio and PDF to download, take away and put into action. But first, a bit of background.
Some of my clients come to me having run themselves ragged because they have not created a coherent Social Media Marketing Strategy. They have been creating many different social media content pieces; blog posts, articles for other sites like Medium, posts, Lives and memes for Facebook, info-graphics for Pinterest, videos for YouTube and LinkedIn.
The rest come to me because the very thought of doing all that makes them feel exhausted, burned out and overwhelmed. So much so, that they are doing nothing at all about their social media marketing (and feeling very guilty about it). They are often not doing much else to market their businesses online either!
The good news is that I have a solution; a proven, simple social media marketing strategy that not only promotes your business online effectively and authentically to your ideal customer or client, but it can also be systemised and outsourced to the point that it only takes you 10 – 20 minutes a week to implement it.
I didn’t realise how special it was until I shared it!
I recently attended a high-level Mastermind in Las Vegas with over 100 gurus and thought leaders in Internet Marketing and Personal Development. Apart from the amazing speakers, like Marianne Williamson, Glen Ledwell, Perry Belcher and Joe Sugarman, several of us were asked to do a 3 x 20-minute presentations around our main topic of expertise.
Each presentation was to around 10-12 people as that is all that could fit around the table. We each had two minutes to tell everyone from the stage what we were presenting on and when I got to my table, they were two or three deep waiting for me!
I managed to outline my system in under 20 minutes and the response I got was overwhelmingly positive, with nice comments and joint venture enquires from even some of the biggest players in the room.
One of the audience was Dr Cynthia Boccara, who immediately put some of my tips into action, then joined my “Be Everywhere Online” 21 Day Challenge which started just after the Mastermind.
As a result of her quick results – she sold two of her programmes online for around $1000 (the first sales she’d ever made online) I was invited to share my “Be Everywhere Online” system on her “Taming The Tech Dragon Summit”. It was billed as “Surprising Strategies for Speaker and Entrepreneurs to Leverage the Power of Technology and Avoid Overwhelm!”.
Here’s my presentation for Cynthia and you can register for free for her Tech Dragon Summit here.
Taming The Tech Dragon: Social Media Marketing Strategy Presentation
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You can listen to the Audio on the go to get the big picture overview, then create your Social Media Marketing Strategy and implement that from the PDF instructions afterwards.
Need More Help?
If you think you might need more help and guidance, I offer a 21 Day Challenge that Dr Cynthia has been through, with detailed “how to” videos, broken up into simple daily tasks. It’s perfect for business consultants, trainers, coaches, freelancers as well as SME’s owners and business startups.
You will not only come out at the other end with a Social Media Marketing Strategy, but you’ll have one or two pieces of evergreen marketing content – think of them as Social Media Marketing assets.
Dr Cynthia Boccara : So you decided to get into social media? How do you not go down the black hole of posting for hours every single week, not knowing what to say, not knowing how to get it up this huge learning gap? How would you like to be able to do it in 20 minutes a week, and have it populate all the different platforms that you want? Well, in this next session, our guest is going to show you how to do just that. Nicola Cairncross is one of the most successful internet marketers in England, she has opened up and started multiple six-figure companies. She is self-taught on this internet stuff, and she is a master at it. So she is going to take you through the steps of being able to create your own effective Social Media Marketing Strategy. So you can implement that seamlessly. Welcome to our show, Nicola Cairncross.
Nicola Cairncross : Thank you for having me, Cynthia.
Dr Cynthia Boccara : I’m so excited to have you here because I, first, you’re an awesome human. And second I listened to end was a part of a programme and spoken at an event where you shared with the whole audience, how you can do social media posting with the VA, but not a super talented VA. And in 20 minutes, you showed me how we could do that. And then I got on your programme, and I did it. And it worked for me. So I wanted to bring you in here. So you can share with others how you do that. But before we go into the specifics of it, Nicola, you have a big perspective, you’ve been at this internet marketing game for quite some time. So I want you to share with the audience, how you look at the social media platform strategically, so you can help them in the thought process of when and for whom they should be using social media.
Nicola Cairncross : It all stems back from 1980, or 9899. When I first got online, I’m going to go online and 95. And I didn’t know how early that was. But I really stopped to interact online with distance learning and stuff like that, because I was coached by a coach who was really helpful with thinking His name is Thomas Leonard. And he used to send us out emails, and he would link to webinars, and we’d go on live webinars, and that was in 9899. It was really really ahead of its time. Yeah. And he was living in a Winnebago and travelling around America at the time. So he was doing it all from his satellite connection to the Internet. And I was so inspired by that. So I started a little website. And he told us to start using this thing called 1 shopping cart.
But the thing about one shopping cart was not just the shopping cart bit of it, it was the email capability. So if people came to your website, and they put their name and email in for any, in those days, you could say, sign up for my newsletter. Well, people don’t do that nowadays. But in those days, they did. And then if they liked your newsletter, and they forwarded on to a friend, then friend could sign up to and I grew an 8000 from mailing list by doing that. And what I also did was that I didn’t realise was ahead of its time was every single week, I wrote a little email newsletter, and I used to archive that on my site. So it looked like a five-page website.
But by the time five years had gone by it had, you know, 150 ezines archived, they’re all full of keywords. And so the things I was doing there was I was never being an expert, I was always just being a few steps ahead of my audience. And so I wasn’t positioning myself as an expert, I was just saying, I’m on this journey, would you like to come with me, every week I share what I’m learning. So I was being very authentic. And I was being very honest and personable.
Now, this was in the days before audio was in existence, you know, you could use audio, but it had to be sent as a file. It couldn’t be embedded in your website. That didn’t happen till 2003. I remember how excited I was when you put embed a bit of audio on your website, or you know, we that was really big. And then shortly after that, you were able to embed video 2004 2005 and then 2006 was when we all started getting into YouTube, Facebook, Twitter came along, and social media really started. But luckily for me, I’ve been at this 23 years now. I know exactly because it…
Dr Cynthia Boccara : Which is weird, because you’re only 35…
Nicola Cairncross : Absolutely, obviously, obviously. But my daughter is 24. And I started getting into this when she was I was expecting her so I know exactly how long it’s been. And the thing is I was able to learn social each social media platform as it came along one by one. Twitter was first then Facebook, then YouTube came along. And you know, I was able to learn each one in turn. But there are certain similarities between them. But there are certain key differences. That’s the problem is that everyone treats them the same. And they’re all getting very territorial now. So you know, YouTube’s owned by Google. And that’s an advantage because it means that your videos will get shown high up the search engine. But it also means that it’s a war with Facebook, and Facebook do not want you to go anywhere, except Facebook and Instagram are now owned by Facebook. So they don’t want you to go anywhere else either.
So really to have a really good social media presence you have to be on them all but it’s hard to find the time to do that. And remember that your customers, they might have one platform as a preference. But they will be moving between all the platforms. And they may miss your message on the platform that is their favourite, but they might pick up your message later on another platform. So you, you have got to be everywhere online. And anyone who I mean, I’ve seen some people recently talking about how you could make money as a business without actually brought me to becoming a brand. And I think that’s just nonsense.
Because people want to buy from people they know like and trust. That was one of the first things I was told back in 1998 99. And it’s true now as it ever was then people want to buy from people they know like and trust, they want to know where you are, they want to know how they can get their money back. If they don’t, if they don’t like it, they want to know that you’re a real person, that you have a family that you know, you live in certain places, you know, they don’t know your address, but they want to know that you’re a real person. And I think social media is just an awesome way to do it. I am an introvert, you know, you believe that if or not, if you like, because I’m everywhere online, but that’s because I find talking to someone like this on a phone on a camera or wherever or talking to camera, knowing that’s going to be seen by thousands of people, I find that quite intimate.
And creating an effective Social Media Marketing Strategy makes it much easier for introverts to do social media. If they can think of the cameras as talking to their best friend, and I’m talking to you now today, Cynthia that makes it much easier. But if you can imagine that you’re talking to your best friend, and then share your wisdom, your knowledge, your expertise, with just that one person, then you can really harness the power of the internet and really access thousands if not, you know, millions of people. And you can do that easily. If you can just reduce it down to the single I’m just talking to my best friend or to my best customer.
Dr Cynthia Boccara : Right? So. So I love the way that you kind of frame that so that it’s not like I’m talking to thousands of people, this is really just one person. And so what’s the thought process of why an entrepreneur would do the social, like, above and beyond like everybody else is doing it? What’s the value for them to do it?
Nicola Cairncross : Well, how is anyone else could help. Okay, so how’s anyone to know about your business? You know, you could buy traffic, and I do buy traffic and I use $5 a day $10 a day to boost my social media videos to get to the right people. But you know, you’d spend a fortune and getting people to come to your website otherwise. But the thing I’ve noticed, I mean, I took August off, I was doing another project through August. And I usually do. I’ll tell you about my system in a minute. But I usually do a lot of social media because it’s not me doing it. To be fair, I just talked to camera for 10 minutes a week. And then they go somewhere else, and it gets handled. But I wasn’t producing the 10 minutes a week video. So nothing went out in August, I noticed a 20% drop in my traffic to my website,
Dr Cynthia Boccara : Really?
Nicola Cairncross : Yes, a 20% drop over August. And, again, you know, we didn’t put out one of our podcasts, I do a podcast with another lady, which is really cool and really good fun. She’s an ex-business partner. And we noticed a dramatic drop in a 50% drop in our listenership because we didn’t post through August, people get distracted. You know, if you’re not there, they’ll go and find somebody what else to watch. And, and, and enjoy. And if you could remember that a lot of the stuff on the internet that you’re going to be doing is either entertainment or education. And if you can mix both, if you can be entertaining while you educate, yes, then you’re going to get people’s attention, and they’re going to share your content with people and it gives them something to press share on. It makes it easy for remember the old referral system and networking when people used to do with business referrals. It’s easy for someone to press share on a bit of your content and share it with one of their friends or family or a cup business colleague. It’s not easy for them to remember you, and then refer you if they haven’t got shit. Yeah,
Dr Cynthia Boccara :Okay, so So you’re saying that, if I’m under if I’m understanding you correctly, not only is it a good way to get people coming to your website, from eating raw food, which then you get to make your offer so they get into your sales funnel. But it also makes it easier for people to connect with their friends to refer you.
Nicola Cairncross : Yes, absolutely. A lot of my clients find that they start getting really juicy referrals once they start putting out content. And one of my ladies, she was a radio presenter, and she started getting recognised all over the place. She was even recognised in our local supermarket because one of her videos went viral. And, you know, she found that she was she wanted to speak to the head of a radio station. He was the boss of her husband. And the husband couldn’t make an introduction because he didn’t want to be seen to be. What’s the word when you’re nepotism he didn’t want to be seen. Yeah. So he wasn’t able to introduce her. But then when she called the office and introduced herself, heats, the boss had seen her video on YouTube. And he had already made a note that his secretary to set up an appointment.
So you can see that this Social Media Marketing Strategy is really is very, very powerful. And especially if you know, I’ve been looking at your picture, actually, I’ve been breaking my own rule, you’ve got to remember to look cut the camera. Yeah, because if you look at the camera, then you’re looking straight into the eyes of the person watching your video. And if you can then share something of value while being mildly entertaining at the same time, or at least being relaxed enough for people to feel comfortable watching you. And they’re going to remember you and they’re going to make a connection with that person. And when they’re looking for someone who’s got the service or expertise or a product that you have, are they going to choose you or they’re going to choose someone else that I’ve never spoken to never connected with never had any personal interaction with? Because that’s what video feels like. It feels like people are interacting with you personally.
Dr Cynthia Boccara : Yeah, it really does. So and many of the folks that have been on this show have talked about video and I agree with you, it’s really how humans are designed to be if we’re not going to be one on one with humans, then at least see the face, get the gestures get all of those things that we read, intention, and we read that know like and trust, we can do it through facial expressions and so forth. So So how would you say that social then is going to fit into an entrepreneurs marketing plan? annually? Like how much time what kind of a budget? Yeah, you know, yeah,
Nicola Cairncross : Well, I’m, in my Be Everywhere Online programme I teach, I know that you’re busy. And I’m busy too. And it’s also you have a lot of things like resistance to overcome under an embarrassment to overcome and just your hair look good. So you don’t really want to be doing too much of it. Because it’s, it’s an is an effort in the beginning, psychologically, it’s an effort physically, it’s not so much whenever talking to video is the most efficient way of creating content, because you’ve got the video, you can spin off the audio, it can be transcribed into written. Now, some people like to read, some people like to watch some people like to listen, and some people like to interact. So how-tos, a very good and step by step instructions, and very good. So if you could just train yourself to talk to camera, you’re creating a marketing asset that is evergreen, and it will carry on working for you day and night, whether you’re awake or asleep.
So what I get people to do is I get people to think about their ideal client. And also, if they don’t know, you know, definitely the let’s just pick an ideal client to get started with, we can always change it later on, I encourage people to think in 12 weeks cycles. So let’s think about your first kind of ideal client, let’s think about the top 12 issues or challenges they are facing. And let’s create a piece of content, a short piece of content under 10 minutes, and addressing each of those issues or challenges. So you tell them, You tell them what you want to tell them, You tell them what your initial challenges, you poke the pain a bit, just to make them feel it. And then you give them a good bit of a solution. You don’t tell them everything, but you tell them enough to make them feel they’ve got some value, and they can go away and take some action.
And then that video can now be spun off into audio and written format, it could go on to each individual social media platform, depending on which social media platform it is. So for example, if it’s written content, it’ll go on to medium. If it’s video, it will go on to YouTube, it will go on to LinkedIn, if it’s under 10 minutes, it will go on to your Facebook page, it can be shared onto your Facebook profile. If it’s audio, it can be turned into a podcast. And you know, there’s so much you can do with that one bit of content, but it won’t be you doing it because I teach people how to hire a really nice little VA from the Philippines or India or somewhere like that. And then train them how to disseminate your stuff you’re creating.
So the only bit you do I only but I do you know because I do this myself. I follow my own Social Media Marketing Strategy to the letter. I talk to camera for 10 minutes every week, or I do a Facebook Live even more ideally, but it needs a good internet. And then I let my VA know that I’ve done it, I give him the link to the piece of content. And I write a short description of what it’s about and what the headline should be. And she takes it from there. I don’t see anything. I don’t see it at all after that until it appears on my blog or my Twitter feed, or my facebook profile. She does all of it from there. Right?
Dr Cynthia Boccara : So what so it sounds so easy. And we’ll go back through those steps a little bit more and flesh that out? What are some of the biggest obstacles that people have? Like, what are the three biggest obstacles that stop entrepreneurs from doing this? And how can we help them get over that?
Nicola Cairncross : I literally did a Facebook Live about one of them yesterday, and I’ve just done another one today! Resistance is the first thing, your personal resistance is huge. You’re going to have all sorts of thoughts coming up about oh, I don’t look right, my backgrounds not good enough. The lighting is not right. I haven’t got anything to say my competitors will laugh at me. My tears will Yeah, honestly, really. It’s terrible. But the things you tell yourself to stop yourself doing it. But I mean, yesterday, I even found myself cleaning light switches. I wanted to know I didn’t want to do this. I didn’t because I haven’t done it for a month. So in fact, I’ve done it for longer than a month because after I finished in August, I then moved back from Greece to England. So I haven’t done it for nearly two months, which is terrible. And I found myself doing absolutely anything rather than sit down and do it. But then I thought to myself, This is ridiculous. You can’t be cleaning things.
Dr Cynthia Boccara : Right. You know, when your house is immaculate that you’re resisting something, right? Yeah.
Nicola Cairncross : So the second thing is perfectionism. So yesterday, I got on and I did a Facebook Live. And my daughter popped up on the Live and she said you could clean the camera with a cardigan or something because the picture is terrible. And it turned out to be the internet connection was bad. So now I’ve got a bit of fantastic audio content, but it’s not good visually. Am I going to use it? You bet your bottom dollar I am because the content was fantastic. We’re just going to put a notice across all the video things saying sorry about this picture quality, but the message is sound, just close your eyes. And imagine you’re listening, you know, because it perfectionism will just stop you in your tracks, it will stop you doing anything. And you’ve got to get over it because people are much more forgiving than you think, you know, if you apologise and say look, sorry, the picture quality is terrible, but the content sound, I’d love to know what you think of it, they will listen and they will forgive you for the fact you’ve got it wrong. Yesterday,
Dr Cynthia Boccara : I asked you a question on that Nicola because, you know, I’m of two minds, you know, some people say yes, get over the perfectionism. Get it done, be real, be raw, be there be a human, I totally get that. And then there’s other people say, you know, take the time to make it perfect. That good is the enemy of great, that if you how you do one thing is how you do everything. It’s like, we’re what, okay, well.
Nicola Cairncross : First of all, are all those people trying to sell you a video marketing service, because if they are…
Dr Cynthia Boccara : You know, thought leaders and business leaders. And all that..
Nicola Cairncross : It’s all right for them, isn’t it? They’ve got a video team and a makeup artist and their hairdresser. And you know the stylist and stuff, you’re you’re never going to have that not will not for a while anyway. So you know, if I worried about looking like Murray folio all the time, I would never put a piece of marketing content out ever. And I regard it as my bounden duty to be authentic and get it out there anyway, because then I’m going to inspire my clients, all of whom are in the 4555 65.
Some of them and they need to see me being a leader and walking my talk. So I you know, I’ve done videos when I looked really big, but because I had something to say I made myself do it right. The third thing you asked me about three things. And the third thing that’s going to stop people doing it is fear of what people think of, and worrying about other people’s opinions. And all I can say is I’m a big fan of Gary Vaynerchuck. And he, he started his YouTube channel back in 2006. And it was bad! The lighting was bad. He was chubby, he swears a lot online, you know, and he’s had his detractors all the way along. Now he’s got a multi-billion dollar business. And he’s just the thought leader on social media, and he didn’t care. And he’s got a lot of very strong opinions. And if you’re worried about what people think of you, I would strongly urge you to go and watch some of his videos, because you have no other people who care.
The people who care about you and love you, they won’t care. And the people who are jealous of you or scared of you, or worried you’re going to take their business, they’re the ones who are going to criticise you and pull you down, what you’ve got to do is totally, totally, totally realised, they’re not going to pay your bills for you. And they’re going to criticise you and pull you down because they are too scared to do what you’re doing. They admire you deep down your bravery. And you know, so you’ve got to get over your fear of what other people will think about you because they’re not going to be paying your bills.
Dr Cynthia Boccara : I love that. And I think I think you’re exactly right. I mean, those three things that resistance, the perfection of and the fear. And the fear is, I think part of it is that people just in general are going to reject us, you know, we’re always afraid of being rejected and abandoned. And you know, they won’t like us. I think also, sometimes people are afraid of offending potential customers, like, you know, if they have an opinion about something that they share, then the other customers, you know, whether it be in religions, or politics or health or you know, like a variety of things. If they share those opinions, it’s going to isolate a part of their clients. And so they don’t they want to just be sure that they appeal to everybody. What do you think about that?
Nicola Cairncross : Well, I just a week or so ago, got told that I didn’t get a client because she was listening to one of the podcasts. And she heard me say something that puts her off. And I thought, Well, okay, that’s fair enough. But you’re missing out though, because you know, you could really clean up with it if it would be everywhere online methods. So she left an opinion about me. And something I said, Put her off. And that’s her loss. I once had a client who said to me, I was going to sign up as your, with you as my coach. And then and then I listened to I think I read a blog post. And she was a psychiatrist, right? So she said, I read one of your blog posts, and I thought, Oh, no, I don’t think she’s. And she told me as well. So that was funny.
So, but you’re not creating your Social Media Marketing Strategy for the people who don’t like you. You’re not appealing to the one or 2% of people who will never work with you, or who will nitpick and find reasons not to work with you. And you’re appealing to the 60-70 percent of people who, who love you, you think you’re funny, who love what you’ve got to say, who come to your website and check it out and see what you’ve got to say because they liked something you said or they liked the way you will warm and have an authentic and shared your expertise. Yeah, okay. The minimum? You’re not trying to pander to everyone. No, you’ll turn yourself inside out trying.
Dr Cynthia Boccara : Perfect. So so so let’s say they’re convinced and it fits in their strategy, they get over their fears. What are the biggest mistakes that they make when they start this off?
Nicola Cairncross : Okay, well, bad lighting is one of them. bad lighting is probably the worst one. You’ve gotta have some kind of lighting. And you know, I can see that, okay, the lighting is getting a bit dim in here, it’s England, and it’s raining as usual. But I can see in the picture that it’s still clear enough. You can get a little ring light that fits around your phone, then you can record anywhere. So bad lighting, good lighting will get you over most hurdles. And bad internet as I discovered yesterday is the other challenge, but you know, it’s you can always do it on your phone, I’m on my 4g at the moment. And that’s, that’s fine.
It’s performing well, and other mistakes are forgetting to put a call to action in the video. So don’t tell not telling people what you want them to do afterwards, there’s always got to be a call to action, even if that call to action is to come and visit your website. And to put to your website, make sure your website something you can spell easily or safely. And if it isn’t, then buy yourself an easy domain name. So for example, when I’m speaking on stage, I say, Come and get a copy of my free book at Nicholas books.com. And you know, the grammar on that is horrible. There’s no apostrophe in a URL. But it works. But you know, I sold something like 5050 of my books from stage I spoke last time a quarter of the audience for just because they could sit there on their phones while I was talking and go to Nicholas bookstore calm.
Dr Cynthia Boccara : Right. I love that. Yeah.
Nicola Cairncross : A call to action always.
Dr Cynthia Boccara : So even if you’re not necessarily selling somebody, you would say, hey, come check out my website.
Nicola Cairncross : Yeah, absolutely. At the minimum.
Dr Cynthia Boccara : So every single time you post so if you do a Facebook Live you you add, do you ever give them a challenge? Like so take this information, and I want you to go out and use this. Could that be a call to action?
Nicola Cairncross : Yeah, absolutely. Yes. And, and come back and comment on this video when you’ve done. So the thing you mustn’t do is put a live link out to another site, in your description. You know, in your written description, you can do it on YouTube, they don’t mind. But Facebook is getting increasingly tough on that. So if you put a live link in your description, the written part, you will get penalised and you won’t get shown to so many people. But if you say it (the URL) in your video, we’re still getting away with it.
Dr Cynthia Boccara : Okay. All right. And somebody told me that you can put it in the comments section. You can put it in the first comment.
Nicola Cairncross: Absolutely. Yes. Okay.
Dr Cynthia Boccara : All right. So, all right, Miss Nicola. So I’m convinced. I’m not going to make those mistakes. I’m going to get over my resistance and my fear my perfectionism. How do I start? What do I do? I got it. I got my 12 topics. Walk me through what you do.
Nicola Cairncross : Why don’t I turn it back on you, Cynthia and ask you what you did. Because you came I met you in Vegas. And we were all telling you to do Facebook Live. So what did you do?
Dr Cynthia Boccara : Okay, well, I, first of all, I had to because I had, I was speaking in front of a whole room of internet marketers, totally not my jam up until then. And so I couldn’t, like, be shamed into not doing it. So I went out and I went out on the balcony of this beautiful hotel where it was and shot some video there. And then I’m like, okay, I can do that. Because the two people I was with Paul and melody, and they’re both Internet people. And you’re there. And I’m like, okay, I can get this and I’m a speaker. So it’s not, that’s not the deal. It’s just, you know, there’s a difference between when you go on stage, and you know, what you’re going to say, and you have your PowerPoints or you have your outline, versus just extemporaneously going, blah, blah, blah, blah. But anyway, it worked.
It was fine, because I had those support. So I thought, okay, I can do this. So then I went in, I went online for your course. And I was like, okay, so I can get that done. And so I, I had a very small list. And so I thought, Okay, well, most of these people I have not spoken to it’s basically been people that over the years, I had gathered their cars, it asked me for something. And then I gathered their cars. So I put them on the list, but they hadn’t heard from me. So I’m like, Oh, geez, how’s that gonna work? But anyway, so what I did was I sent an email and said, Hey, Dr. Cynthia, here, I’ve got some information that that would be valuable for you, you know, and so then I gave him a little bit of like, information, some content on speaking. And then I have a video on it. And so and I sent like, I think, five different videos, five different emails, like every other day.
In each email, I said a little bit why I do the speaking. And then I told him about a course. And then I finally gave them the link to the course. So I always had the link, but I didn’t actually say the call to action fully until the last two times. But then I said, Hey, love to have you sign up for this upcoming course. And these are people that I had not had any contact with. But out of a list of I think 600 people, I still got two sales out of it. And my videos were not really good, they fortunate I do have, my office has pretty good lighting, and I have this cool wood background. And so then they went out and you know, I made $1,000 just doing that, which isn’t a huge amount, but at least like I got my feet wet, and I started doing it. And it was really powerful. Because you know, and
Nicola Cairncross : You started warming up that list with valuable content again. so they didn’t feel that sold to, they didn’t feel, you know, because you were giving them something of value. So and then you only put a link to buy in the last two to them. So that’s exactly how to do it. And what I do is I I think each week about the biggest challenge that my clients have faced, and I just sit down and I literally do that I get a post-it note. And I say okay, so why am I telling them this? What three points do I want to make? And what’s the call to action? And that’s how I do it. And I can literally write that on the back of my hand if I need to. Because I do tend to wonder often in my videos.
Dr Cynthia Boccara : So can you give him the 10 minutes? Right?
Nicola Cairncross : Well, the idea is keep it under 10, actually I try and keep mine under five minutes on five or six minutes because I have an ‘introduction’ bit. And a ‘what’s on the blog and podcast this week’ bit. And it all gets edited together by my daughter with some music and everything in the background. So she makes me look more erudite than I am I chopping out all the old All right. Hi, you know, yeah’s, is that go on? But try and keep it under 10 minutes. Literally, if you’re going to do it, it starts finished, because it won’t go on to LinkedIn unless it’s not under 10 minutes. Okay, good. So if you want to cut if you want to cover LinkedIn as well, and you should, no matter who you are, you should be putting stuff on LinkedIn, LinkedIn are really rewarding Video Creators right now they’re really giving it you a lot of reach if you’re creating video. And you know, stop and think for a minute, who of your competitors are doing this? None of them. None of them know, because they’re all scared. And they’re all worried about what people think of them. And they’re all worried about being perfection, perfection.
Dr Cynthia Boccara : Yeah, and I think it particularly Linkedin because it’s your peers, you know, it’s business to business, and they’re really seeing you, you feel like oh, I can get kind of get away with it. I’m on Facebook, because it’s a little bit more forgiving, or YouTube. But when you’re adding the business to business, it’s kind of like, wow, I need to be an authority.
Nicola Cairncross: One of my one of my clients is a PR specialist. And she felt like that too. So she got her mate to come around who was a proper video creator. And she did a really lovely set of 12 videos, where the background was all blurred out and the lighting was really good, and everything. And so that was great. And you know, that will you can do that too. And if you have any local colleges near you, if you’ve got an art college knee or a Technical College, there you go and find out if there’s a film cinematography course, or a video production course, because you will find those kids are desperate for something to put into their portfolio for their end of year Bessemer. And they will come and you know, perhaps 50 quid 100 quid for the afternoon or the whole day, they will bring the lightning round, they’ll bring a camera system around now. And they’ll actually do a really high quality set of 12 videos. But what I would say is, if you start like that, you’re going to have to carry on like that. So I would rather do it on the hoof on the rough, because I know I can then continue. So it’s entirely up to you how you do it, but just do it.
Dr Cynthia Boccara : Yeah, I love that. So you have your three points, you have your intro, your intro, you give five minutes, and then you’re done with it. So how do you… so part of your system is to train somebody else to do all the rest of it?
Nicola Cairncross : I’ll tell you exactly what happens to it. So So I upload it to Drive, or it’s if it’s a Facebook Live, it goes straight on to Facebook, sometimes I upload to YouTube, it depends on the length of it, and whether I want to have any editing. So if it’s an interview, I might have some editing, to do myself just because I know what I want to cut out. But generally speaking, it will go on to somewhere online, because my VA is in the Philippines. And then I will go into Slack, which is our chosen communication tool, but it could just be an email. And I will say okay, there’s a new bit of content, here’s a link to it. This is what the title is, this is what the description is. And this is what I want the call to action to be in the written copy written description. And she will take it from there, so she will upload it to YouTube. As soon as it’s on YouTube, she will then get Rev.com to transcribe it.
Then they also do the captions, you know, there’s, when you’re watching a video on YouTube, and you haven’t got the sound on and the words go across the bottom, that’s called captions. So if you upload to YouTube, you can either produce the captions yourself from YouTube, don’t recommend it really boring and hard work. Or you can get rev.com to do it, rather than upload the captions automatically to your YouTube video. And then your VA can download them to use elsewhere. So she’ll then upload them to my Facebook page, she uploads the captions, she makes a little thumbnail for YouTube. You know, that’s where you’ve got a strip along the bottom a new logo saying what the title is. And I’ve taught her how to do that. And then she would then upload it to LinkedIn. Because all these faces are getting uploaded to natively we call it social, upload it to Facebook, she’ll upload it to YouTube to upload it to LinkedIn, because if you share anything from YouTube, nobody else will give it any airtime. Facebook won’t show it to anybody. LinkedIn won’t show anybody you’ve got to upload it natively with closed captions.
Dr Cynthia Boccara : Nicola does native include like Zoho, like those third party things that populate for you?
Nicola Cairncross : I don’t like don’t use those. You can use them if you want to. But I found that for the amount of reward I get back, it’s not worth the effort and some platforms penalise you for using them, by not showing your videos as widely. I’ve just found that but I’m not saying don’t do it, because it might work for you. But then what happens is she’ll create a blog post on my blog, she’ll go and get the YouTube embed code, and she’ll embed the video in the blog post, she’ll get the transcription from rev.com. And she’ll turn it she’ll go tidy it up, you know, get rid of the rooms and the hours and the years. And she’ll make it into a proper blog post. And then that means it’s going out onto Google as a video from YouTube. And it was going on to Google as a blog post as well.
From there, it gets submitted to all the blog directories. And then what else happens to it, she strips out the audio, she turns it into a podcast. So if you go onto iTunes and put in my name, you’ll find about five or six of my own podcasts. And I’m also interviewed by other people such as yourself, Cynthia. And so you know, the audio is being repurposed for people who like to listen, because a third of the population will only ever listen to stuff while they’re doing other things. They don’t want to watch a video as well. Yeah, it’s called passive listening. And it’s becoming really, really popular podcasting is getting bigger and bigger and bigger. And, and that means that you’re on every there’s about 10 different podcasting platforms that you x automatically get put on to. So you can see from one bit of 10 minutes under 10 minutes of me talking to camera once a week. I’m creating calm. Well, not me. My VA is creating content that goes out absolutely everywhere, anywhere I want it to go
Dr Cynthia Boccara : I love that I there’s so many things I love about that I love, I love you talking about the obstacles to love, you’re talking about the mistakes they make. So I know that one of the things that has been really valuable for me was to kind of go through your Be Everywhere Online course. And I think you said you were kind enough to share that with the audience. So how do they actually go explain a little bit about what that is and what you’re offering? And how they might pick that up?
Nicola Cairncross : If you come along to The 21 Day Challenge, then I’ll put you into my Be Everywhere Online, 21 day challenge the next one coming up. Because the 21 Day Challenge is fantastic. And that’s what Cynthia went through. But it’s quite fast paced, isn’t it? Cynthia? But yeah, it is well worth doing it.
Because everyone’s in it together, doing it together. And they’re all giving you feedback on what they’re doing. And it really G’s you up doing it with someone else. And make sure you get it all right, because I don’t just teach about the making of the videos I taught I teach about like YouTube SEO, I teach you how to how to boost your videos on Facebook for $5 a day. So that you can I mean, you could get in front of 20,000 – 30,000 new prospects per day. Excuse me, I’m getting all excited. You can get in front of 20 to 30,000 of your ideal prospects with one video every week on Facebook for $5 a day. It’s astonishing.
Dr Cynthia Boccara : Yeah, that is remarkable. And do you tell us because I didn’t check out that piece? Do you tell them how to actually get how to choose who you’re going to be in front of? They can actually do it?
Nicola Cairncross : I’ll show you how to choose who you get in front of. Basically, it’s a you know, you pick your certain characteristics of your ideal customer, the age that their location even I do just UK to start with. And then when the ad campaigns working our scale it out to America and Australia and Canada and stuff. But yeah, now I can help you with all of that. So do the 21 day challenge to get the flavour of it and get some results like you did Cynthia, and then sign up for my Clicks & Leads Academy Membership and I can really get into the nitty gritty of it.
Dr Cynthia Boccara : Yeah, that’s awesome. Thank you, Nicholas, look. So I’d love to have you recap for us some of the key points that you made. So you know, so that we really get those things that we need to do and not do. And then I’d love to have you end if you could with one of your other clients that you’ve gotten some really great results with and how they how they were able to implement everything that you said. All right.
Nicola Cairncross : So the main thing is to think about your ideal client, we’re not trying to cater to everybody here. And we’re certainly not trying to cater to the people who are going to criticise you and try and put you down, we’re not interested in them, we’re not interested in their opinions, their opinions are NOT going to pay our bills. So what we’re interested in is talking to our ideal potential clients, and giving them little bits of solutions to their 12 biggest challenges. And we’re going to do that by video because they’re going to make a connection with us, when they look in the whites of our eyes on a video they’re going to feel like they know us.
People really do, they come up to you in public…. you know, I came to that Vegas mastermind event for the first time in years. And lots of people knew me there because they’ve watched my videos. And it’s quite disconcerting. Dr. Alvin was like, I can’t believe I’m sitting here next to you, because you, I can hear your voice and I’ve heard you on so many videos, is really, you know, it is disconcerting, but it’s very heartwarming. And then we’re going to, we’re going to solve our ideal clients challenges, we’re going to give them some little actions to do that’s going to bring them value straight away, we’re going to leverage everything we do into audio, video, video and written.
Now I’ve got one client who didn’t want to do, she didn’t want to appear on a video because of past relationship problems. So what she did was she created audio, and PowerPoint slides, and we put those together into videos. And she put she disseminated those across all the platforms, so there is ways to do it. But if you can be brave enough, then the connection you get by looking down a camera is just second to none. And it’s the most efficient way to create your content, because then your VA can take it and spin it off into written stuff and audio and podcasts and videos on YouTube and stuff on LinkedIn, wherever you’re going to do it because it creates some relationship with your potential future clients. It makes them know like and trust you.
It helps enormously with bringing traffic to your website through the search engines. Because all of these things that I haven’t mentioned this before, all of these things are what’s called social signals. And the more bits of content you’ve got out there on different social media platforms, pointing back to your website, it makes Google treat your website with more authority. So anything that’s on your website is going to get taken more seriously by Google. And that’s where your offers live. You can’t make offers. You can’t sell on social media. That’s not what it’s about. What you’re doing is you’re bringing people into your mailing list, you’re bringing people into your chatbot, you’re bringing people into your RSS notification thingy. You’re getting people warmed up to know who you are so that when you do make offers from your website, they are more likely to buy them. Right. And yeah, and you’re making people feel that you’re a real person who could be trusted and bought from with confidence.
Dr Cynthia Boccara : Yeah, I love that. So who, yeah, can you think of someone…
Nicola Cairncross : Another story?
Dr Cynthia Boccara : Yeah. So give us one quick story of somebody that was, you know, like some of these speakers and entrepreneurs who know they should. But yeah, that just started like, like us.
Nicola Cairncross : Okay, so I’ve got one lady who’s a singing teacher. And she’s been a singing teacher for years and years and years. And she was having people come to her house, and they were paying her 20 to 40 pounds an hour. And she had a very sick husband and a small girl who a small daughter who needed her attention. So I went for a day with her, that’s usually what it takes to create an ongoing Social Media Marketing Strategy Template for a business. And we worked out a whole way that she could move people from coming to her house, into getting taught virtually through Skype or through a membership site.
We worked out the whole thing, we worked out what their 12 biggest challenges were we recorded some of the content so that I got over the hump of doing the first one. And she went away. And she did nothing for three months, absolutely nothing. And I was thinking Oh God, or you know, that was a waste of time. But she then picked it up again. And what I didn’t realise was her husband had been in hospital. And then when he came out, she was able to pay attention to it again. And she started making videos. And she started putting them out and people started sharing them with it as their singing friends. And she ended up selling in the first three months after she started working on this, she ended up selling three x £6000 mentoring packages.
Wow, she had been charging 20 to 40 pounds an hour. And people were coming to her house on Saturday mornings and in the evenings, all the times, she didn’t want to work. And so I helped turn that into something that was more manageable for her and supported their lifestyle better. And then the videos were just flying around the singing community because she was demonstrating, she was actually demonstrating singing tips on Facebook, on Facebook Lives. When she got going. There was no stopping it. And the feedback she got from the people who were watching about how helpful the things she was sharing was it just really Boyd her up that will make you feel good to you’ll start to get some really positive feedback. Yeah,
Dr Cynthia Boccara : So that was really life-changing for her. So yeah, I love that Nicola, I love that I can see the value in creating this kind of Social Media Marketing Strategy. And I’m going to continue to do it. And you’re a big inspiration for me. So thanks for being here. Thank you very much for the gift. So all you do is push that little button right below this video and to be able to access her gift and do that because that the 21 Day Challenge is awesome. But so is the three months worth of access to Nicola so you can ask your questions, get very specific. Find out she even she shares with you some videos on how to train the VA so that it can be how I do. Yeah. And so she helps you just put the whole thing together. So thank you, my friend loved having you. Well, hopefully we’ll start a whole new slew of video channels.
Nicola Cairncross : Online. Yeah, right. You keep up with your videos too. I watch them all the time.
Dr Cynthia Boccara : I will, I just did live a couple of days ago. All right. Thank you.
Need More Help?
If you think you might need more help and guidance, I offer a “Be Everywhere Online” 21 Day Challenge with detailed “how to” videos, broken up into simple daily tasks.