Moxon Weighs In Podcast (Featurette)

Moxon Weighs In Podcast (Featurette)


Everyone. It’s over the video
conference coach here today with a very special
sample for you. So today we’re going to
be listening to a sample of the Moxon ways in
podcast episode that we were on recently. So if you haven’t heard
of the moccasin wasting podcast it’s a podcast
run by Lena and Steve from the training room
Geelong. Now I know it may seem
like it’s a gym or a may sound from the outset of
the title like it’s a you know gym Moto boxing. You know it was all about
physical fitness but leaner and Steve run a
brilliant business and they have a lot of
experience and knowledge to give you and for you
to implement into your own business. And we were lucky enough
to be on their podcast recently. So now you’re going to
hear a little sample of what we had to talk
about. And there’s a lot more
where that came from. Go check out the giving
you the confidence to put yourself out there. Episode featuring yours
truly video. Confidence coach on the
Moxon weighs in podcast feed on your podcast of
choice or check out the training room Geelong
website. And now we’ll head to the
title screen and you’ll hear a little bit from
Lena. I’m asking you the
questions and I hope everybody takes value
away from it. Let’s use the gym as an
example. Yeah so that it benefits
me today. Do you think keywords are
more successful if we’re talking about the result
or the product? So Jim as an example I’m
talking boxing is the products that we offer
but the result is weight loss fitness. Do you think if I was to
go one way or the other should make keywords be
about results or product? It depends. I know I’m not. I know it depends. Consent is my default way
of answering questions but usually when dealing
with your specific customers it depends on
what they how they will search. So say for example it’s a
statistical trope that young men from the age of
18 to 24 for example will probably search boxing
over weight loss shock because they know that
their ultimate gain is to build muscle and become
strong but they know the way to do that is via
boxing. But when you’re talking
to say a woman in her late late 40s who wants
weight loss she actually knows as gyms around but
in regards to what she actually wants to achieve
she’s probably going to be more goal orientated
than say a young man who’s been like all my
friends are doing boxing and they’re getting
really tough OK I’m going to do the same thing and
they’re going to look for boxing. So it depends entirely on
your ideal customer and for those are unaware. An ideal customer is the
type of person that you aim to directly. It doesn’t mean you
ignore everyone else it’s just to stop a person
who’s genuinely going to help you are going to
serve really well who are probably going to buy a
product outright and most of the time and giving
being able to focus in on them and being able to
say okay you know Darryl probably no great name
but Darryl is more likely to search for boxing
because that he knows that’s what he wants he
knows he wants to achieve boxing? Of course when he
stumbles on boxing and stumbles on your gym and
all the stuff that you guys provide he might
even you know go on a tangent and want to try
everything else. But in regards to say
Susan she’s going to be more likely to be goal
orientated because you know she’s in her late
40s got a bit of cash but she also knows what she
wants in regards to a goal of you know she
wants to lose weight so she can be healthy for
her kids. I think many small
business owners or I always say small business
owners in general I think one of the things that
you have to learn really quickly is sometimes the
messaging that we put out is what we hope people
think about our business or we reflect the way
that we want people to look at our business and
that’s not what people are searching and when
you can start really identifying who your
ideal customer is and think and speak their
language and yes start to use the keywords that
they’re likely to use. That’s when you kind of
make those connections a lot faster don’t you. So definitely talk to
people who are your ideal customer even just you
know if a friend of a friend mother is your
target market then you know say I will buy you
dinner if we can have a chat like people are
gonna be up for that? If you pay for their
food. Absolutely. You know whenever sales
say to me oh we got a new member today you know
someone you signed up. The first thing I say is
how did they find us you know not even like oh who
would ever like how how how they come to us you
know because they need that information to know
what’s working and what’s not working? So let’s dive a little
bit into once you have your ideal customer you
understand who that is the best way I think to
communicate with them straight away so quickly
so authentically at the moment is video. And as your other video
conference coach I think you’re a perfect person
to talk to about this. So let’s talk in terms of
there’s two things I want to talk to you about
today. So Instagram and how to
best use your Instagram Stories but then I also
want to talk about the live features on both
Instagram and Facebook. So can we talk to those a
little bit let Dave and I use our Instagram Stories
quite a lot. It’s pretty organic in
terms of our business because there’s always so
much going on every day and we feel like we can
open a little window to the world and let them
into the gym and what’s happening and we enjoy
that. How should people be best
using Instagram Stories? Well off the bat I’d say
that you guys are doing a brilliant job not just
because there’s a lot of people at the current
step where they just understand that Instagram
Stories is a thing and post once or twice a day
and like they’re like oh this is another thing I
have to do for you guys. It’s actually it’s quite
enjoyable to see what you guys have done. I don’t mean to be
standing stalker ish but like when I go through my
Instagram Stories I say Oh how you know leaner
insta doing. How’s the business going
along because I’m actually interested to
know. Yes I’ve worked with you
guys in the past. But even if I didn’t I’d
still be interested to know more about your
business because Instagram story is
inherently unpolished and professionalized. Not in a way that makes
it seem bad like unprofessional as in
swearing or anything like that but unprofessional
in the sense of its seems and looks organic. And most of the time that
should be the case. So you guys from you know
from an outsider’s perspective I see that
you post a minimum of about 10 10 individual
stories a day and that is you know at the average
point. Yeah. We kind of aim for one an
hour during our waking hours. Yeah. Yeah. Kind of like that and
that’s useful for multiple things. Is that yes your like as
you said you’re opening up the business in a
little bit behind the scenes that people get an
idea of what you’re like but also it builds up
that trust factor tenfold? Yeah so do I. I’m not sure if all your
listeners know about this but have you heard of
touch points before. Nope. So touch points is the
marketing term of when someone interacts with
your branding your marketing somehow. So a touchpoint can be
something as simple as they see your billboard
on the side of the road all the way to go onto
your website to have a look. Yep a touch point could
be something as simple as they see your post online
and give it a like or comment or something as
simple as a touch point of seeing your post. Yeah that a friend shared
that type of thing back in the day previous to
the rise of the Internet. The average touch points
would be about eight so eight times people would
see see an at to see TV ad a newspaper. What have you? It’s one of the first
things that I ever learn and it was like you know
that idea that you had to be relentless in your
campaign because it wasn’t enough to put your
message out once. Yes and then people have
to see it about our on average about back then
about eight times before they made a decision to
purchase from you. Or they built the trust
enough to reliably understand what you serve
and then make a purchase in the future. And nowadays that has
grown exponentially to a minimum of 14 touch
points. And does that mean
different touch points or can that mean they’ve
seen your story 14 times. No. Oh no no no no. If that was easy. If it was that easy we
would all be over 14 different kind of 40
forms experiences touch points. So if 14 minimum because
of course as different people for different
things. Yeah. Not everyone’s going at
14 times seeing a brand to be like Oh yea but so
14 times on different platforms different
methodologies so we have to be doing more. Basically yes. Which I know as a I love
that so much? Can I tell you why? Because I’m still very
likely to say that but I’m looking at you now
you look like a girl. I love it because I still
I have very much embraced all the new kind of
methods of marketing in terms of the online
space. Instagram Stories as an
example but I’m still very old school in a lot
of the things I do like yesterday I literally did
a mailbox job and had like you know we put
postcards with information in mailboxes
and things because I kind of inherently understands
that because there’s so much more out there now
you have to stand out in lots of different ways
and you have to fight even harder almost to be
noticed. I love that you’ve said
that because sometimes some of the things that I
do people get what you still do that why are you
doing that? You know I still like
email campaigns. I feel like there’s lots
of things that I still kind of rely on to build
our business. So you have just affirmed
me in a way you don’t understand. That’s awesome. And a lot of people
believe that now the Internet’s in full swing
or you know majority of the world’s population
are using the Internet every day. That therefore I could
you produce my in-person marketing or what have
you? They think they can just
drop it and then concentrate on online. Now for some businesses
that I say online shops or you know they they
cater to global audiences. That makes sense to work
online. But if you’re a you know
media medium small medium even larger businesses if
you cater to a local audience of any
distinction so that could be an entire state or
could be a city. Or it could be an entire
country if necessary. Being able to diversify
your marketing is going to be more helpful than
not of course for people that are doing it by
themselves or through something like yoga. I like you guys. You don’t exactly have a
team to fall back on but to be able to diversify
and see what works so say for example there’s been
a couple of clients I’ve had in the past that
didn’t even want to touch Instagram because they
thought oh we’re not you know we’re not a visual
business. These these guys were
accounts and they’re just immediately thought of
hey we don’t have a glamour glamorous
business what’s the point of posting on you know on
Instagram. And then once I got them
over that hurdle and it convinced them that know
you can you know any business can be on
Instagram any business can be anywhere and then
from there they noticed an uptick in people
contacting them because you want to see behind
the scenes of an accountancy. You got to see that yes
people are working at desks but they’re also
going out for coffee with clients. They’re also providing
workshops much more like almost all of their
clients didn’t have any ideas. They actually ran
workshops regularly to teach people about know
accounting literacy and the love of my. But all that stuff they
didn’t notice until they gave it a shot and tried
it. And then from there
they’re able to look at their analytics. So these are the numbers
behind you know how many people are clicked on a
post short on a link. What have you? You can access via the
settings in almost any app. Yeah but from there
people can see how much impact that has had. But because they gave it
a shot and because they were consistent with that
shot it wasn’t just a one video out there or one
post on Instagram that’s it. They consistently did it
over time using you know getting an intern to do
the social media for two weeks or something like
that. That was just these test
things just to test them and because they gave
themselves a deadline and they gave themselves you
know in the next three months we expect to you
know get up to 500 followers and expect a
turnover at least you know two more people
contacting us per week. You know can fairly
conservative in regards to numbers and of course
for smaller businesses that seems like a lot of
a lot of stuff to be able to achieve in three
months. But because you’re
actively working with other people you’re using
your hashtags correctly. You’re active actively
going out there and posting regularly. People are going to
notice you even though you may feel like
nothing’s happening. You just get to keep
going. And once you’ve got that
lineage behind you in any business and on any
platform once you’ve got that lineage it’s very
much like this podcast. People who find out find
you out today for example who are listening right
now they can go back and listen to all of your
stuff to catch up with? They can see that. Okay. These guys are serious. It’s not just three
episodes in and we’re hoping for the best. You can see that these
guys have a lineage and that’s the same thing
with anything you do online. And same thing you do as
a business previous previously to say the
year 2000 I can’t really talk. I was very young then but
people would you know say we’re a business since
1895 or we’ve been in business since it was
established is on so many signs right. Yes. And of course nowadays
that doesn’t really have the same effect because
yes you could have been established in the year
nineteen hundred but unless as a business I
care why should I? And of course I’m not
saying to your rip down your established things
off line. I’m not saying that. I’m just saying when
people lead with that or the people or businesses
on their bios lead with you know our business has
been in business for 35 years as a bit as a
consumer. Why should I care? So when 35. That’s a bit
psychological too because I feel like a lot of
people we’re trying we talk a lot in mental
health space about letting go of our old
narratives and we’re all very much focused on
present moment. What can I do to generate
a new outcome now? So maybe you’re right we
don’t hold such high regard for older
narrative theory but it’s also the case of the
audience and audience viewer and customer
interchangeably because that’s kind of what it
all happens to be. But people want to know
how you can help them. First off you know what
problem you solving like having a bio about your
business is great. But again with
accountants I work with they didn’t actually end
up doing this but I recommended to them that
you say Hey move that you know starting sentence
of. We’ve been in business
since you know 18. Whenever whenever they
are able to move that down and go straight to
you know we help people figure out accounting we
help you know yeah we serve the small business
community of Australia whatever it is being able
to understand as a consumer. So if you’ve ever come
across a business online or saw an ad in the paper
or saw something that picture interest enough
for you to go and do your own research you know
that’s more touch points along the way that’s
going to be more beneficial to a small
business than absolutely no traction at all. And being able to read a
bit about a business and say OK these guys serve
this type of person I’m you know for example like
with the gym I’m not. For example in my current
state I’m not in a situation to go to a gym
but I probably wouldn’t do cross fit but I can
understand people that do. And if I come across
people that do do cross fit or who are interested
in cross fit I send a new way because you’ve
already gained my trust and I’ve already been
able to see you regularly into your business behind
the scenes through all the work and marketing
that you do? I can see as a bystander. Yeah these guys are
legit. Yeah I can I can highly
recommend these guys even though I haven’t you know
use your service in particular I can
recommend someone who would be interested and
get the most out of it? I think also Instagram
has given everybody the opportunity to realize
you have to get your message out really
quickly. I love that there’s the
15 15 seconds or 30 seconds of full
revolution of the recording thing. So 15 seconds. Right. So I love that it’s 15
seconds and you can see it and it’s kind of like
get to the point you know I love that there’s no
faffing around all the time which I think you
know a lot of us may do and you lose people’s
interest you’ve got that first 15 seconds to
capture them it doesn’t matter what you say
afterwards if they’re not interested in that first
slide of your story if you don’t capture your
market there they’re gone. So I love that because it
really makes you think What am I about to say. Why is that important and
how do I capture someone’s interest
straight away? And I think that kind of
efficiency it moves the needle forward in your
business all the time because I don’t go on
there just to be a talking head because I
don’t want people to swipe past me and roll
their eyes every time I want. Every time that they see
a little icon pop up to relate that to Okay
there’s gonna be something valuable or
something that makes me feel good there or
something that inspires me. So I love Instagram for
that because it really makes you consider why am
I opening my mouth to talk. Did you guys enjoy that
sample? Well remember there was
much more where that came from. We spoke for I think
about like 50 minutes on everything to do with
video confidence. Being confident in your
business and all the other things. Well we had a very large
conversation but I highly recommend that you check
out the Moxon ways and podcast on your podcast
capture or check out the training room Geelong to
find out more about the great things that they do
here. And if you’re into cross
fitting and in joining a gym in general check out
the training room below. All right we’ll leave you
to it. Make sure you check out
the video. Confidence coach Facebook
and Eventbrite for our upcoming workshops that
we have the rest of this year and also just so he
can brag a little. We’ve got a lot of things
coming up in the pipeline so 2020 is definitely
going to be the year that you’re gonna see a lot of
video. Confidence coach so I’ll
leave you to it. By.

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