008 Repurposing Social Media + Why Your Website is Your Priority
Learn how to repurpose social media content and understand why your website should be your top priority for effective online marketing.
In this episode, we explore simple ways to repurpose your old social media content to reduce overwhelm and maintain consistency. We also discuss why focusing on your website is essential for boosting your digital presence and converting leads.
We break down the importance of repurposing content and making your website the cornerstone of your marketing efforts. Repurposing old social media posts is a great way to keep your brand consistent and reduce the mental strain of constantly creating new content. The podcast discusses the value of creating a content library and how reusing material that reflects your business values, expertise, and services keeps your audience engaged without overwhelming you.
Furthermore, the episode emphasizes why your website should be the primary focus over social media. Social platforms are unpredictable and ever-changing, while your website is a space you control fully, ensuring a stronger connection with potential clients. If you haven’t touched your website in a while, now’s the time! Take action today—prioritize your website and start repurposing your content to ease your marketing workload.
Ready to reduce your overwhelm and take control of your marketing? Let’s chat! Book a free 15-minute consultation with me today.
-
00:00 – Welcome and intro to today’s topics.
05:00 – Repurposing social media content to ease marketing stress.
10:00 – Practical tips on identifying high-performing content.
15:00 – Creating a content library to streamline social media efforts.
20:00 – Why your website should be your main marketing priority.
25:00 – Comparing social media reach with website potential.
30:00 – The risks of relying solely on social media platforms.
35:00 – How your website strengthens your brand and drives conversions.
40:00 – Key takeaways and final thoughts on content repurposing and website strategy.
-
1:40
Music.
1:47
Good morning everyone. And welcome to this week's video, confidence, connect with your host the video, confidence Coach, welcome and welcome. Oh, all right, we gotta wake up and be ready to go. I wanted to first of all, before we get on to today's discussions about what we have accomplished this week, and also recording some podcast episodes today. So more I've been taught. I've been recommended by some of the people who listen to my podcast on a regular basis to maybe go back to basics a little bit and to answer some very fundamental questions about reducing overwhelm and when it comes to priorities in your marketing for your either online business or just the digital marketing of your business online. But before I begin today, I would like to acknowledge and pay my respects to the wadawurrung people of the Kulin nation, the traditional custodians and owners of the land on which I conduct my business, I pay my respects to their elders past and present, and I stand with the traditional custodians of these lands in working towards a more equal future. Aboriginal and Torres Strait Island people continue to face discrimination and disadvantage due to our country's colonial past. I stand with them and their fight against injustice always was, always will be Aboriginal land. And welcome everyone to today's livestream, as per usual, if you're in the Replay Club, hashtag replay and I will answer your comments, usually a day or two after I have been doing my best to make sure that I answer people's comments or lack and heart if there wasn't really any questions, but just getting good feedback. Nonetheless, we're going to just quickly make sure that the live stream is working, and apologize for last week where we ran into some technical difficulties, where the internet just cut out because, of course, it did. Welcome to Australian Internet. Our standards are lower than they should be. So in regards to today, what we're going to cover in the Connect, this is usually an hour that I take every week to be able to offer my ability to answer people's questions, communicate and talk with anyone who wanted a chance to chat with me, but maybe doesn't either have the time or the funds to be able to talk to me or have a one to one session. This is what our opportunity is to do it here at the Connect, which we hold once a week on Australian Easter day, Australian Easter Melbourne time, Melbourne time, from 10am to 11am on Fridays. The reason that I stumbled a bit there is because we have recently hit daylight savings as of this week, and it means that the sun is out for much longer, which is nice. Problem is when it comes to describing to people, I usually just say a strain extra Standard Time, which usually is the correct one, and then it changes. And of course, it does, but I digress. So in regards to what we at the video conference coach have accomplished this week, this is a nice couple of minutes just to give people a chance to put some comments in the chat, and also give my ability to let you guys know what we've done over this past week. So we are working very hard on launching the website. Yes, I have. The website there and continue to say, update, like live stream and show notes for this live stream and our podcasts, but we haven't officially launched the website yet, mainly because, as per usual, I'm a procrastinator, but also I am a perfectionist, which is not very helpful, despite the fact that I teach people to do the opposite. I sometimes have to walk the talk, as they say, and I also have just been making sure that the website functions as well as I want it to. We aren't watching with any say, products or anything to start off with, but we are planning to do that over time. This is a new website for us, and hopefully we'll be able to use that to our advantage and start giving our website details to Google and Bing and be anywhere and everywhere you look for video. Confidence coach, I've been working with a mentor to address my perfectionism, as mentioned just a second ago. It's fun to be on the opposite end and to be able to see what a mentor, especially a mentor of that caliber, has been doing, and also they have a good 40 years of experience on me. So I am so enamored to learn about how I can not solve my perfectionism, but very much tamper down my expectations, my high expectations that I set for myself, because when I work for my clients, I have been able to get to a stage where I'm able to set very reasonable like high expectations, but high expectations I want to meet and I want to do the work for my clients, for my own business, however, because it is a representation of me, despite the fact that I know full farewell, and hopefully you should know this too, that your business is not a reflection of you. Yes, it and if you are a small business owner, a solo entrepreneur, or someone who has been working on their business for a very long time, it can feel like it's a reflection of you, because you are putting so many hours and work and toil and blood and sweat into your business, it can definitely feel like it's a part of you. But I'm going to tell you now it's not, and I am relearning that over these past couple of weeks to try and get it to a stage of the bare effing minimum, as I have described on multiple of my podcasts and videos and live streams in the past, just about just getting it done. People can't see what you're doing until you show them, and I need to show people what I'm doing. So ultimately, my goal is to, by the end of the year, have a system, even a basic system, that I can start testing things out for myself and my clients. Because most of the time in the past, I've just been using my clients to test things on their behalf, which, yes, does work, but when I want to try something new, I have to run it past multiple decision makers to be able to get that happen when, when it's my own business. I am a decision maker. Do you want to do this? Yes, I do. Yeah. We're done carrying on. We have the Geelong podcasters. We have setting up for our event later this month, and I'm going to be setting up my email alerts for anyone who has signed up to the Geelong small pod for the Geelong podcast. So if you are around the Geelong and Bellerin era at the end of the month on like the last Friday, technically the fourth Friday of every month, feel free to come to our event at Cafe go on Bellerin Street in the CBD from one to 3pm and if you cannot make it, that is okay, please let yourself know, and we'll do our best to provide virtual events in the new year. So in that meantime, make sure you sign up to our email list or just sign register for events, and you'll also get our emails. This week, we attended a Harwood Andrews networking event that was ran in conjunction with the Geelong chamber. I am sounding a little bit like buddy buddy with the Geelong chamber. It's just because I want to get the most out of my membership, and I want to make sure that, I implore you, that if you have a local commerce near you, to be able and it may not be as high functioning, or it may not provide as many events or opportunities, but see what you can to get the most out of your memberships during this lovely I hate to say it, but cost of living crisis, I use very big air quotes around that, mainly just because it's not a cost of living crisis, it's consequences for actions of those in power. And I say that because everyone's tightening their belts and I'm also looking over my expenditure, and realistically, am I utilizing the stuff that I'm, you know, if I pay for? And when I've been recently looking at equipping a few new tools and seeing what tools that I already have in my catalog of things that I can do, and what other alternatives? What are the free alternatives? And realistically, is that something that once say, for example, this runs out and November of this year, what can I realistically move on to next? Because I want to spend that time more effectively than just paying an extra $600 so all in all say, the event was a really well attended event. It was nice to. Chat with everyone. It was a little bit cold and brisky, and that definitely reflected in the attitudes of some people around but that is okay. It's going to happen. It is early morning in the Geelong CBD, and we had a great chance to catch up with some people, to catch up with Sam and catch up with Jeremy, the CEO of the chamber. And they've also got a lot of big, big things coming, good big things coming. So if you are looking to join them, chamber, maybe it might be a good time, or maybe in as of next year, might be a good time for you to join if you so wish.
10:37
I also the last thing that I'll touch on to as things that we have done with the video confidence coach this week is we have started. We joined a leader, a leadership accelerator course, so a good business friend of ours, Donna Morrison, of mentor, my success is running a leadership accelerator course. Accidental leaders is the course, and if you have any one say, for example, these are usually meant for staff oriented leadership courses, but can also work with leading your clients. If you are a solo entrepreneur, if you are down our way in Geelong and you either are having difficulty or your managers are having difficulty, I highly recommend this course. They are doing another cohort as of next year. So if you find yourself struggling to do your work as well as lead and manage, your managers who are supposed to lead and do their work of everyone else around them, not all the work around them trying to lead. They're trying to lead when, honestly, leadership is a skill that's not taught very well, if at all, when you get up to manager status. And of course, I myself have never been in a corporate situation, but I have been in the leadership situations multiple times throughout my life, where people just kind of shove you in a leadership position because you are good at the work, but that doesn't mean you're good at leading the people. So an accidental leaves program is perfect for those who fit that mold. So I'm going to finish up with our accomplishments this week the podcast that we're going to be recording today. So like I said, I do have a couple of people who put their heads up to say, hey, you know, I want to chat with you, Zoe, and of course, I have a 15 minute quick chat for a non, non obligation. Obligation free is what I'm trying to say. Obligation free chat with anyone who wants to discuss marketing campaigns or podcasting or live streaming for their business. But I also understand that sometimes you can't achieve things in 15 minutes. That is okay. These are opportunities. As I say, every once a week, from 10 to 11am on every Friday, we have this opportunity to come on and chat with me, or you can ask your questions, and I'll use this opportunity as the live stream to answer those we did so last week, this week, there's a couple of questions that I'm drilling down a little bit more before I present them to both the person who asked them, as well as being able to present them to you, because I want to have context, to be able to give you case studies, but also give you information where, for example, as something as simple as the question that we're going to be asking in today's podcast, The first podcast, I should say, was about repurposing social media content. How does it work? Is a very broad and open ended question, as you can probably imagine. But today I want to step back a little bit. I do talk a lot about business mindset, not necessarily in a guru way, but more in just a there is a very big difference between an employee mentality and a small business mentality. And a lot of businesses that struggle is because that mindset of being an employee is still very much within someone who is raised, ultimately in Western society, I believe, like you're going to school from a very young age, to follow timetables, to follow strict rules, to fit that mold that society wants you to be, because they want you to be good workers. That's it at the end of the day. And being an entrepreneur or a small business owner or starting a company or just becoming a leader within a larger organization is not exactly what they've trained you to do, unless, say, for example, you've gone to university. And even then, university is very different to the real world, as anyone who's been to university, as a couple of people in my life have been to recently, can attest to. But I digress, we are going to be starting some podcasts today about repurposing social media content and reducing the overwhelm, discussing about how that plays within your overall marketing strategy. And then the second podcast will be why your website should be the priority on your online marketing. So we're going to give me a chance to drink and we're going to get. On to the first Podcast you
16:00
I imagine you're there at the end of the month. You are busy working on your business, doing the work that you need to do in your business before you have any chance to work in your business, and now it's time to focus on your social media. You may be someone who enjoys marketing or has made marketing your business a hobby of yours, something that you do in your free time outside of running a business. I'm aware that free time does not exist for anyone who is building a personal brand or growing a business. I'm aware, but stick with stick with the story here. And you've reached the end of the month and you are exhausted. You are tired, you are burnt out, or reaching the point of burnt out and adding social media on your list of to do's just feels an absolute toil and nightmare. And you ultimately just want to say no, f this and walk away. But you haven't posted in a week, you are getting matterings from some of your friends and business owners and maybe even some of the people in your life who don't run businesses and say, Oh, I haven't seen you on Instagram recently, or I haven't seen any of your posts recently. What's going on? They become concerned for you and worried for you, and you're just tired. There is so much work to do in marketing your business alone, let alone actually working in your business. And I want to show you a way of thinking about and hopefully utilizing content that you have in the past, that you've already posted, you've already put the work in to be able to reduce that stress and overwhelm for you. Welcome to the video, confidence coach, cast with your host, Zoe wood. The video confidence coach, today's podcast, as you can probably imagine, is something a little bit more basic than what I would sometimes talk about. This is a very important ideal, and something that I highly recommend most of my clients utilize. But the reason that I'm talking about this today is because I had one of contacts that I went to at a networking event. We have, we're, we're shorting there, where's we were totaling. All about so marketing, other things like that. This person is a therapist, and also has their fingers in a lot of different pies, as well as say, life coach, your Reiki, your alternative therapist, you've got a lot going on in the business. And they said, as soon as I introduced myself, I'm video of the I'm sorry the video confidence coach, I help connect the dots with your marketing strategies using the power of video. That's kind of the elevator pitch that I'm working with right now. But I digress, and she immediately Her eyes opened wide. She immediately been blind for me, and pulled me aside to have a chat about her social media. And she immediately came to me with concerns, and I totally understand, social media has changed very rapidly in the past 15 years, since its initial spike of like user interest, people getting more engaged with the internet, and in turn, social media apps and then The prominent rise everything not became bogged down, but because it was cheaper to advertise on those platforms, grow on those platforms, but also crash and burn on those social media platforms, compared to, say, other forms of marketing yourself and possibly more stable options, like a website, like an email list or some there Are other other ways of marketing. They're slightly more stable than relying solely on those ads from places like Facebook or Reddit to Instagram, you know, all those lovely places, LinkedIn, especially. And then now we're hitting very much a saturation point where almost everyone. Has at least one account on a social media platform. A lot of people have, as you can imagine, multiple accounts that they monitor, that they update, that they regularly post content to feeding the beast, as it were, almost every day. And there was a very large and growing cohort of people just saying, nah, this is too hard, it's too stressful. It's impacting my mental health, not by Thank you. Peace out. Now, everything that I've just described can be quite overwhelming, and I do not blame you. But when it comes to marketing your social media, utilizing the free platforms, however, however, not effective they are compared to what they were doing, say, five years ago, is still useful for your business. And when it comes to social media, I like to think about social media as a very low, low Lula, low, bottom of the list of priorities when it comes to marketing your business, the reason being is because the platforms consistently churn over content. And when I say, churn over content, you could post something, and you may have noticed this, especially within the past three years, that when you've posted something on, say, Facebook, you might get some interaction, some engagement, some people seeing your post, some people liking, maybe even commenting, and then that quickly goes away within, realistically, two to three hours at max, of your post being shared. Now this is no matter what you're doing. And of course, there are always plenty of new tools within each of these apps. Say, for example, as they get larger, like, for example, Instagram reels are very popular within the space because a lot of people engage with them. But at the end of the day, with everything that we're discussing, especially about social media, but in marketing in general, it is designed to capture attention, gain trust, and get you leads. And a lot of the work that people are doing and the energy and effort that people are doing on social media in particular, does not result to leads, does not result to people paying now I'm perfectly aware, and hopefully you should be, too, that there are so many steps between someone being aware of your brand to actually purchasing and spending money with you. There are so many steps. And of course, in turn, there is a lot of work for you to do as the marketer, or even as the leader of your business, delegating this to someone else. Because when you are delegating something to someone else, you need to know what they need to achieve. You need to know the goals. You need to have an idea of what you're actually asking them to do, and if you do not know how they're going to do it, then you can't realistically give them an end goal target. So I've been working with some corporate teams, and when we initially sat down, it was very clear, after a bit of teasing out, that they weren't exactly sure what they wanted. They just know that, for example, their social media presence was lacking and they weren't getting any and all traction from it. So of course, I had a look at it, and then came to the meeting in person. In person, meetings are fun, and I addressed their concerns and their issues and like, yes, it's not providing the return. Ultimately, I would like to know what was social media meant to do for you? What was it meant to do for your company? Was it meant to generate leads? Okay? Well, it's clearly not doing that. How much energy and effort is being put into these posts? I see that a post is a one image. Post is going up once a week from a from posts that were created about a year ago, and they've just been cycling through those over the year. Sure you're there, you're present. Does social media get you leads? And I asked them about in the past, have they been able to guarantee leads from social media. We're not talking ads. We're not talking like actively investing money into the platform. And they said, not really. It's more of an awareness tool for us.
24:13
Then in that case, where is your focus? Where should your focus be. And we continue to talk more about their overall marketing strategy, not just what social media did for them. And we eventually got to the point and we realized that their email list guaranteed they send out an email once a week on the dot, very consistently, and they get a minimum of 15 sales per email that they sent out. Now, of course, they've got a very large email marketing list. They've got multiple different segments, and they've honed this and grown this over the past six years that they've been in business. Now is social media something that they could definitely invest already money in? Sure you could say that about any aspect of your marketing or your business in general, anything that you put more money and more time into, you're going to get returns. But ultimately, if you've got something that works, like your email list, it is better to focus on that with the small budget time and energy that you have on hand. And again, this is a larger organization with a department specifically for marketing. When you are a solo business owner or a someone who is running a personal brand, you are just you, and you are just working on it for yourself. So with that all in mind that we have gone down a couple of tangents already in this podcast episode, I want to talk about repurposing your content now you've probably however, however long ago you launched your business. I'm going to tell you now that there are going to be posts that have clearly worked and clearly haven't worked, things that have gotten traction for you over time and things that maybe just didn't work for you. You trials, maybe a couple of different formats, and maybe you just, you trialed different ways of showcasing your values, showcasing your services and your products. You've been you've been doing that work in the background. Now it's time to actually put that work to use. So what you can do is repurposing content. Now, of course, I'm sure you have heard about this before. Repurposing content is a tried and true track, tried and to try and true tactic that has been used through marketing for centuries. People, once they find something that works, they continue to push and push and maybe even grow that aspect once it works. And when it comes to social media, it is rented land, and as it's shown over the past realistically five years, the organic post reach has gotten next to nothing for smaller and for new business owners. And I say that's understandable, because the investors who are propping up these platforms are starting to ask for their money now, it's been, you know, they've given rounds and rounds and rounds billions of dollars worth of funding, and they're wanting their money now. So of course, a lot of companies and a lot of tech companies, as you may have noticed over the past two years, have all of a sudden started, you know, making you pay for things that were once free, or making the experience that was once that were that was free, or maybe still is free, a lot worse. So you pay for a better experience, because they want money, and of course they do. But when it comes to the focus that you have on social media, I want you to think holistically in regards to your time and energies. Is it something for people who are in that awareness stage of you and your business and your marketing, so that they can be reminded, ultimately, that you exist that if they're interested in your products or services, and, for example, maybe they've researched you, or they've you've come across them, or you've been recommended by them. Most people, when they are researching a company, one of the top three things that they do after looking at your website, or, you know, searching you online using Google, Bing, DuckDuckGo, all those places once they've looked through that social media is usually the third thing that they do after they check so possibly whoever recommended your business, or however you were recommended online, they go to your website first, because your website usually contains the information that they're willing to look for. But for a lot of people, they go to social media first as just a litmus test, because when they've come across you, they are usually on the social media platforms themselves and quickly googling or quickly searching your name at the in the within the search bar of the platform. And you hear you lead a result, and you're there, and they can see that you've posted within the past fortnight, within the past week, but they can see that you're active. They can see that, okay, awesome, cool. Like, this isn't just a dead business, because that's what social media that I've seen in the past, where clients have come to me and they haven't posted for months. It's understandable, like it's not a priority for you. I totally understand. But it does make your business look dead. It does concern people that, oh, they haven't posted in two months. Maybe they're not open right now and again, I've had that myself in my own business, where I've just been busy doing my own thing, working on client work, or maybe, for example, focusing on my mental or physical health, and I've taken time of social media because it's my lowest priority for me. Yes, it sucks and it look doesn't look great on my end, but that's a that's a priority I'm willing to live with. I'm willing to focus on my email list of people who know like me and trust me, and majority of the. People who, if I don't meet them at a networking event, I get on my email list. They come to me via my email list, which I have grown and cultivated over time. And when it comes to repurposing a content and social media in general, the point of it is to keep your brand top of mind, and repurposing that content that has worked in the past helps you from burning out. And not every post that you are going to post is going to be brand new. Hey, there's been a couple of months where I've just reused content that's worked in the past. And of course, it may not look as fresh to you, because you are the one looking at it all the time. If, even if you are delegating this to someone else. You are still looking at that stuff all the time, and you get bored with it. You might get bored with the colors, with the look, with the feel, but new customers are not going to be bored with it. They're going to be interested in what you have to offer, because in those contents that you are repurposing and reusing from the past, they should show your values. They should show who your customer is and why they should care, and they should show your expertise and services on the solution that you are providing in your business. Now, I know that seems really basic stuff. Zoe, but the reason that I mention that is because this, then this helps you decide what content to repurpose.
31:19
So what you can do is, first of all creating a content library going through your most popular channel, or maybe your channel. This is a social media platform that ultimately you like using, and is the one that you have maybe the most engagement on. So this is people looking and commenting and maybe even sharing your posts, or the platform where you get the most enjoyment out of using it, and therefore post a lot more often. Again, whichever way that you want to run your business, and the way that you want where you put your efforts will dictate which platform is, honestly the one that you're going to be focusing on. And then from there you go to your insights, which are the analytics of the social media platform that you're using. And this will show you a bunch of graphs and charts and numbers, but ultimately, it will show you the top three performing posts that you have over the past three months, past six months, past year, past two years. Again, you can change the dynamic in regards to what timeline you want to look at. Look at those top five posts and save them to your phone, save them to your computer, back them up on a hard drive, if you can, because you've got this content to reuse. LED Dawn down the track, and you can keep this in a library. So keep this in, say, a one drive, or a Google Drive, or somewhere where you can keep all the content together that you can access, no matter if you're delegating this to someone else or if you're going to you know if something happens to your computer, hopefully not, but if it does, you're still able to access this content and again, post consistently enough to still show up. That is the goal. What is your bare minimum when it comes to social media, is it there to bring awareness to your brand, awesome, we will post once a week, at minimum, what is your minimum? And then from that post, you can from that library, you can use evergreen content, again, focusing on your values, your expertise and your services. If something is out of date, edit it out so it out. Take it out of the video, take it out of the carousel, take it out of the post, take it out of whatever content that you're doing. Just quickly edit it out if it's not relevant to what is being you know is working in your business right now. Now, of course, that takes time, but it's time that you're willing to spend for to create this collection of content that you're going to reuse realistically for the next two to three years. So instead of you getting to that end of the month where you're absolutely exhausted and close to burnout, you can just at the end of the month, I schedule the next month worth of content I regularly engage on the platforms that I post, making sure that I comment on anyone who comments on my posts, I make sure to engage with their comments and engage with other comments that are related to other people in my field, or other people that I work with, or other businesses that are very heavily related to what I Do, because people who like them will also like me, and of course, that is another social media strategy to build with. Today, we're specifically talking about repurposing and other ways to repurpose your content that's not just reposting the content again, possibly with a new or updated description, maybe using a trend or a hashtag in there as well, you can turn old blogs or old pieces of long form written content into shorter social media clips or carousels. Carousels, for those who may not know, are either a series of images or series of videos that are up to. 10 clips, or 10 images long that people scroll from left, scroll from right to left to read or continue more information about whatever you're posting about. That is a carousel. And those, I think, were originally introduced, I want to say, very long time ago, about six years ago now, something what take do not quote me on that, and it works really well. To be perfectly honest, it continues to still get a lot of traction, and a lot of people have built their social media platform using carousels. I'm going to tell you now, if you are on LinkedIn, continue to using carousels. They work really well. And of course, videos are also there in the meantime, but it depends on the energy that you have to repurpose this content. That's not just reusing all the content. And again, if you need to buy yourself some time. So say, for example, you're at the end of the month, you are tied yours almost close to burnout. Use two or three posts. Post, you know, twice a week, if you need to for the next two weeks, give yourself time to breathe. Give yourself a week then come back to it. Give yourself that opportunity to give yourself the breathing room. So then you can post ahead of time, ready to go. Going back to ways to clearly repurpose content that maybe are in different forms to utilize on your social media. You can clip podcasts or longer form live streams or videos that you have done in the past into shorter snippets. You can use this content from, for example, podcasts or live streams, maybe that you've collaborated with someone else in the past. Of course, if you aren't the owner of that content, making sure that you get permission from the people that you've collaborated with, clearly, just, you know, reaching out either an email or a DM or some sort of way of communicating with them and just saying, hey, I want to use this for my social media. You don't exactly need permission because, of course, it's your face or personal brand. It's talking about your business. But you say you can just either give them a heads up on just say, hey, I want to use a couple of clips from this content in my social media to promote this discussion that we had three months ago. I'll make sure to tag you and mention your business as I promote the content. And of course, more you know, if they say no to that, I highly that's a big red flag if they say no to that, but they're more likely to say yes because you are also advertising them as well as the work that you have done and this discussion that you've had, and also it helps honestly when dropping podcast links specifically or podcast snippets specifically, it allows people to check out more about your methodologies and your values in the business that you do when you post those smaller snippets, because people are more intrigued to listen to the whole thing. People's attention span is not eight seconds. It depends on the platform. And the last thing that you can do, and this is just again, there's plenty of things that you can do to repurpose content, but when specifically moving content from another platform to social media specifically, again, we're trying to narrow these things down Zoe, because you're going to go on a tangent. Otherwise, using quotes or images or past client testimonials is highly recommended. And yes, for example, testimonials can be a little bit on the boring side because they're just a paragraph of text, but you can easily convert those into videos. You can get an AI voice to say the words as images play on screen. And yeah, AI, we'll have a discussion about that later. And yeah, this is a couple of things that are unethical, but if necessary, you can always repurpose things and reinvigorate the content that you already have, because you've already put the work in. And if you're able to get delegate this to someone else, making sure that you clearly define and say, Hey, we've got an entire website worth of content. I want you to, you know, clearly pull out these pieces of content and create two posts a week, specifically a carousel and a video, and making sure that these posts resonate with our target audience. Here is our target audience. Now, of course, I've given you a very detailed description, but when I've delegated with others, when I've delegated with other people's teams or with pas being able to give them really clear boundaries of, hey, this is what I want you to do. Here is how you're going to do it. And even if necessary, get yourself like a microphone or just dictate into your phone, throw it into chatgpt Say, Hey, explain this to someone and make sure it's a, you know, a checklist. Then boom, like the work is done for you. And it's not that much harder to do that, to try and provide some boundaries and expectations when it comes to marketing your business, when delegating to someone else. I digress. So after today's discussion. Now, of course, we've had a very long discussion about ways to repurpose your content, and this may seem and I'm going to say this now that if you are still. All overwhelmed by social media and feeling, frankly, just done with social media, I would love to have a chat with you for just 15 minutes, obligation free chat where we can discuss about and again, I'm not here to save you from social media, and I'm not here to be a champion for social media easier. I'm here to make marketing your business easier for you, to reduce your overwhelm and to reduce your stress when it comes to making people aware of your brand and ultimately buying from you again. That is why we do all of this stuff at the end of the day, because we want people to like us, know us and trust us to eventually give us money, which we can then spend to live. So when being able to put this in perspective, your social media should not keep you up at night. It is fleeting, and it moves rather quickly and also usually not to a whole lot of impact.
41:09
And this is coming from someone who lives out in a mindset of a country town. We are not a country town. We are very large here down in Geelong, in southern Victoria in Australia. We are fairly large where we still have that mentality, where a lot of people get their brains taken over by social media and by that dopamine dependency on a small little screen on their phone, and feeding that beast may in give you positive, like, followers, numbers, interaction, engagement, awesome, but does that mean money for you at the end of the day? Does that mean a big change for you and your business? And if it's okay and at the end of the day, it's okay if it doesn't. But I want you to put it into perspective when it comes to should social media be stressing me out. No, maybe my website, maybe my email list, and maybe any services, projects or packages that I have for my business, maybe the things to stress out more than the social media aspect of it. So again, repurposing and reusing content saves time, saves energy, and keeps your brand consistent, because you're using the same content problem before, or using the same words, methodologies and values that you've already used, and they're very consistent. I hope you've enjoyed today's podcast, and I hope this has been able to give you some clarity on what you can do for your social media. Again, feel free to reach out to me at the video confidence coach, if and Whenever you want to chat About your Marketing. Bye. You
44:02
life is chaos. There is so much to do, and especially when you run a small business, there is even more to do, and now you have to do marketing on top of that, you don't even know where to begin. You don't even know where to start. And there are so many ways that you are being pulled in all directions, because there is so much that you could possibly do. Where do you even start? Where do you begin, and how do you reduce this crushing overwhelm your website? The answer is, your website. Welcome to the video, confidence coach. The video, confidence coach, cast with your host. The video, confidence coach, me. Zoe wood, and as you can probably imagine, with the answer to that little rambling story that I gave you, or a little imagining scenario, if you will, I've been trying to start my podcasts with that recently, I want to talk about why your website should be the priority in your online marketing. Now, of course, this, for some people, may seem like a very obvious.
50:00
Of course, not everyone is I want to stress that not everyone who comes across your website is going to be the perfect fit for you, but your website can help you distinguish if that is the case for someone, your website can appeal to certain demographics that you want to get on board, because you know that they are willing to pay, that they are easy to work with, that they actively take on board what you say or what you do. They use the products religiously and are repeat buyers, whatever mantras, whatever reasons you have for targeting your audiences again. I'm sure you already have an inkling, or even have a very clear breakdown. If you've ever worked with me, you will have a very clear breakdown of your customer avatar. Knowing this stuff ahead of time is very useful to and then, like I said, impact on your website. And when it comes to priorities underneath, when it comes to marketing priorities, the top thing, the top priority, obviously, should be your client. Should be the who, the what, the where, researching as much as you can about them, what makes them tick, what they like, what they dislike, and how you can show up and be there for them to ultimately serve them. And then get money from that, of course. But the second thing should be your website, because your website is the thing that you work very hard on, and proceed to again, where the sales happen at the end of the day. It's where the magic happens at the end of the day, because the sales are the things that give you money. And I know that seems very straightforward. Zoe, but of course, that's what I mean by that. Is the website is the place where this conversion takes place. And when it comes to comparing websites to social media, you have, as I mentioned earlier on in the podcast, there are so many barriers between you and the client using social media. There are multiple people that I have worked with in the past where, for example, and I have been running my businesses for a while now, want to say, about 10 years ago, there was very much a big cull of Facebook pages, and this was for a multitude of reasons, Cambridge Angela, Cambridge Analytica scandal, for one, as well as a couple of other scandals that happened with Facebook at The time. But there were a lot of large Australian businesses that I was working with where their pages were completely wiped, completely gone, never to be heard of again. Facebook now, meta was not responsive, as they are now, and was not giving them a bar, keeping in mind that these were people that I was working with that were spending a minimum of something like 15 grand a week, sorry, a week, 15 grand a month on Facebook. Ads alone, they were growing these million, million, million follower accounts on Facebook, and it was gone. It was gone like that. And this, as you can probably imagine, took a major hit to their sales revenues, to their awareness, and they had, because they had not taken the time to invest the energy that they put into their Facebook and their ads onto their website to hopefully get email lists. At it, I'm sorry, to get email addresses. At a bare minimum, they lost, you know, a lot of their team. They lost a lot of their revenue really quickly, and they had to scramble to try and get back on board to where they were. And of course, some of them have had to close unfortunately, and some of them have been able to reconfigure themselves to not rely so heavily on social media. And as I said, social media can be great, it can be useful, and it can suck up a lot of time, but your website is there to process those leads, to get people on board, or to give people who are just interested in the what you do or the solution that you can provide once they want to be able to see the website and know that the information is correct and up to date, because your website should be the first thing that you update whenever anything changes. Your website should be the first protocol, then your email list, then your then social media, and in that order, you ultimately have control over the data that you collect, and hopefully you're doing this and following any of the laws that have been created regarding data collection on your website in your specific country or in the demographics that you target, that you target, and you're ultimately able to, since You're doing that ethically, you're able to build a stronger relationship with your audience because, again, you have direct access to them. You have very little blockages between you and them regarding answering their questions, engaging with them, providing them answers, either in blogs or in videos or in other ways of. Content and marketing yourself. Using your website as that go to place allows you to control, ultimately, the narrative, but also allows you to keep an eye on what people actually want to engage with. Because yes, the social media platforms do provide insights. The or analytics, as they're also known, is essentially a lot of numbers and graphs and plenty of other things, but they also hide a lot of that information because it's not pertinent to you. It's pertinent to that platform. You might be the one bringing in those eyeballs. You might be the one bringing in those clicks and that engagement and that time being spent on the platform. You might be the one bringing those people in or keeping them there, to a more extent, especially over the past couple of years. But you don't own that content, and why would they give it to you? Oh, if you run ads, sure. But they can also change those parameters too. They can also change, for example, when I was doing Facebook ads, to be honest, over the past, I think three years ago, they blocked my account despite the fact that I was doing about two grand worth of various clients and ads, and they just blocked me because, of course, and I couldn't get a hold of anyone. And then they lost themselves money. Of course they would. And the reason I bring up this annoying story for myself is that it's not that hard to do to be blocked and locked off by these platforms, because, again, they provide the parameters. But one issue that we continually, continually kept running into was we would set up these ad sets. So ad sets are essentially lists of information regarding the people that we want to target, and then this information can then inspire, hey, we want to list, you know, these type of people. This is the audience that we want to attract. And we're able to have a better idea of the type of people that were able to give us their email address to buy a free book with and pay for shipping, again, whatever the package we were offering at the time. We're able to do that via these ads, and they would change the ad set parameters, again, the information that we put into these ad sets, they would change them around, and they would take more money, but be serving our ads to people who did not want them or who are not interested. We got so many, I think one day, I think it happened at like 11 at night, and the next morning came in to a list of complaints of people seeing this ad who just didn't understand it, bigots, mainly, but people who were just not our time at not our demographic, not our target market. And then I went to the ad set, and it had physically changed. I looked at the screenshots, the before and after they had changed. No one on the team had changed it. I had not changed it. And it's because it's that it's their matters platform, it is readers platform, it's in its LinkedIn platform, what have you. They're the ones who have the platform, therefore they're the ones that should get all the credit and energy and effort and time. Thank you for letting me rant a little bit about that particular story. What all in all your website hosts, all your content, all your blogs, all every piece of information that you put out will have a web page associated with it. Every service that you offer will have a very detailed description, and also very detailed outlines of how you go about providing your product or service. What are shipping times like when someone purchases something from you, or maybe if it's a bespoke piece, if you do specific, specific products. What is that timeline like? What is that process like? Yes, you could do like an infographic that you infographic that you put on, say, a social media post, but people are going to find that on your website, because they're going to be looking for it on your website, and when it comes to the energy and time that you put into it. I have met so many people who have not updated their website in six months a year, two years, and I am surprised, because they're wondering why things aren't working out for them when it comes to again, specifically in the niche that I focus in on, and it's because the website needs to be updated. Honestly, I update my website, I'd say every day, at a bare minimum, not major changes every day. I mind you, I'm not the Terminator, but I update my website every single day
59:35
because I want to be able to provide a useful tool to my customers and my leads, and also people who do not know me. I want them to see the messages that I have on my website and feel comfortable in approaching me, in approaching me and my team about getting their marketing sorted, about connecting the dots to reduce overwhelm from them. Selves to build their personal brand. That's what we're here for, and we do so via our website. Everything else trickles, trickles down underneath that, because the website is what we fully control. Now, of course, there is a whole other kettle of fish, of the search engines and platforms and all the shenanigans that they are doing, but that is a completely different podcast episode. I want to thank you so much for your time today in joining us on the video confidence coach cast, I hope you have felt inspired, and if you have not touched your website in a while, Do not stress. I am not blaming you. I'm not shaming you. There are so many things to do in and on your business. I very much come across that self, across that with myself, regarding perfectionism and a little bit of my focus just goes all which ways, but to be able to simplify and reduce the overwhelm, especially if you are a solo gal, if you're the only one in your business, working on Your business, then taking that time to prioritize and focus on the things that really matter most, and really get those leads, get those people trusting you, and get that money, then put that focus there. Look forward to seeing you or hearing you on the next video. Confidence coach cast, make sure you check out our weekly live streams on Fridays from 10am to 11am Australian Easter Standard Time, and I look forward to seeing you on the next one. Bye. You.
1:01:39
Music.
1:01:57
Thank you everyone for joining us for this week's video, confidence Connect. I should remember my own names. It's because I always put the video confidence in front of all my names. Now, of course, I'm looking to change my podcast name, but I still haven't come across one that I'm willing to use. And of course, I'm always happy to change. Always have an update, and I will be spending this next quarter of the year, 2024 to get my website launched and up to scratch, making sure that I'm able to work with my clients and also just spend time on my branding and in my business, because it's been a hell of a year. It's been a hell of a year, but I thank you so much for sticking with us for today, and I look forward to seeing you next week. If you have any questions, feel free to comment, or if you're watching us on the replay, hashtag, replay. And I look forward to seeing and answering their questions next week. See you then you!
The above livestream episode description and transcript were generated with ai.
Watch the livestream playlist
Listen to the edited livestream in a podcast episode
Who is your host?
Zoë Wood, your Video Confidence Coach connects the dots between personal branding and video marketing. Helping women and non-binary folk in small business, find their way in the world of marketing their passion without the energy drain.
Find out more about how to grow your personal brand with the power of video right here on vcc.training
Related weekly livestreams
