Daniela Bascelli And Tim Keys — Social media Landscape and why it's imperative that you have a social media presence

It is what's involved and we just had the guys in from a global local investment great chat. We're going to do it for an hour next time though just because I think there's a lot of information and you know these days we need to know what to do with our money. Helping you make more money and helping you brand yourself is what Daniela Bachelli is all about from Daniela Bachelli International. We're talking branding, hello Daniela. Hello David, thanks for inviting me to your show. Well, you know, did you get the memo? We're going to do this once a month at least. Thank you, I'm flattered incredibly. No, I think it's important because we've been talking in the way the world is going, the way things are changing, everything's going online, everything's digital and the days of you in whatever sort of business or whatever position you're in, the days of you just using Facebook to post pictures of lolcats are long gone and Instagram and everything. We're not going to get into all of the weird things because I mean the latest one that everybody's talking about these days is TikTok and I took one look at TikTok and I went I have no idea so we're going to save that for a little way later. I've got to understand a lot of the other things first. I agree. So let's talk about it because 2020 you know we started, we saw Africans and we started with great positivity and we've nicknamed it 20 plenty.

I think we should have been a bit more specific in 20 plenty of what? But you know, let's say that how important is branding these days for yourself and as a business? It's absolutely crucial because if you don't have a strategic brand positioning, whether it be online or offline, you are not going to be recognised in your industry as a thought leader at all. So branding is imperative online as it is offline executive presence really. And this goes for for everybody basically across the board. If you're in the workforce, you should be building your personal brand without a shadow of a doubt. All right now it's all good and well but I mean you know I like posting pictures of sun sunrises and sunsets and my puppies. That's also okay you need some of that in between. And you shouted at me and you said I gotta do more of this and more of that and I'm like okay fine we'll do more of this and I'm like but I don't really like doing that. But talk to me about this landscape. I mean what does it look like at the moment? Well I mean I think what we should look at maybe first David is defining what digital marketing is because there's so many misconceptions out there and I think a person's understanding of digital marketing really defines as to how far they understand the whole ecosystem. So if we talk about digital marketing we basically say it's defined by numerous online tactics and manoeuvres.

We work within a strategy that is our roadmap to execute our strategic objectives for a brand as an example. We know that customers spend much of their time online, visitors spend much of their time online. If you look at 50% of the world's population use social media. That's in its own already starts to talk about the digital marketing and how really important it is for now and for beyond 2020. So getting back to the digital marketing what is digital marketing? It's really applying numerous online techniques to achieve strategic outcomes. It's as simple as that and we use social media, SEO, we use all those different elements that form part of the digital marketing ecosystem to achieve a desired higher return of investment. If we for example use one or two elements chances are you're not going to get results fast that are good. Because I know in the old days you know when I started out in one of my previous businesses we did events and day called design sound lighting and we put up our website and there was no real thing as SEO. You kind of hid a lot of stuff in the code with all those keywords that you want and and you know we were there people got it but nowadays you know those days it was build it and they will come. Now now it's a case of build it and they go so what? Build it, spend some money and then they will come.

It is important to invest some money and this is one of the reasons I wanted to bring you in and get you chatting with us because a lot of people I mean it's almost as though this this business has exploded over the last little while and suddenly everybody and their dog is a social media marketer and they can do this and they can do that and they can do the next thing and I've seen so many times people pay money and and they pay good money and and they go but I haven't gotten really anything for it you know and and yet my my social media marketers thing but oh look how pretty your page is and oh look how pretty the photos are etc etc but it it gets intimidating. I mean if I sit back and look at somebody and particularly me and my my my advanced age and experience I look at all of this stuff and I just I get overwhelmed I don't know where to start because you know then and then you see somebody goes oh you need to post at least 1700 times a day and you need to do this and you need to see what the twitter fall is doing I'm like what is a twitter fall is that when you're trying to type a message and you trip over here on tv I don't know. So I think David what you're trying to say is that there's so much you don't know where to start that's why it's crucial to have a digital marketing strategy which becomes the parent of all strategies in that digital marketing strategy you have subset strategies for the different social media channels um your tone um the sentiment analysis um that you're wanting to achieve online um everything um involved within that uh-huh now the reason I've asked Daniela to come back is is I've known Daniela for a good few years um and I literally we got chatting on believe it or not on Facebook again and I was like Daniela I don't know anymore I don't know and I mean the weird part is I think I'm fairly clued up on this whole thing but there's still so much out there so many things how does one start where does where does one start I mean let's is there a place that we can start looking at absolutely and I mean the first thing is what are your objectives for going online so if you want to create more brand awareness for your brand that's great but again to be online you need to have a strategy where are you going to be how are you going to determine which social media channels you need to do a digital competitors analysis so what does that mean David you take let's say five or ten competitors this way you analyze them online you evaluate how much digital market share they have on the internet how much space is left for your business to grow on there and how are we going to get there the strategy drives everything we cannot start anywhere without a proper due diligence being a competitors analysis and needs analysis of the client and a strategy the strategy then happens after you have a session finding out okay so what has this company done before that has worked or has not worked and what can we do going forward that is innovative and definitely engaging all of these methods get applied and put into the strategy but one thing David that most people forget in everything before they start anything is that they should have a PR risk crisis control strategy why so not to not to make it sound like a social media horror scene if your name is David Watts you should have gotten one of those and yeah I mean we see it so often where brands get attacked even personal brands we see it all the time and the brands don't know what to do when those moments occur so if there's a social media frenzy happening they freak out because they don't have a contingency plan so for example part of my strategy is always having a component which refers to risk and PR crisis control so we have a set roadmap in case something goes wrong with this client wherever for whatever reason we've got a backup plan so that is where you I feel you need to start digital competitors analysis your own needs analysis defining your strategic imperatives for your business and then defining your tone what kind of content are you going to be putting online and the most important thing David is to understand also what the trends are because social as you know social media evolves all the time we know this I mean Google's algorithm changes about four hundred and fifty six times a year um yeah I got I got very upset the other day when when Google sent me a message it was all about speed slaps oh yes I beg your pardon you want to say what to me um and and and this is the thing and and let me make this clear as well the one of the reasons I bought Daniele in is she deals a lot with multinationals big big corporates and I said to Daniele that's great these guys have got the money to do it what my focus is on this show is your your smaller businesses your your SMMEs I like that and and these are the people and they were in a position like me because as you pointed out which I had no idea and I believe I make you quite angry about that because I've got I got apparently apparently I've got a fairly large social media following who knew you do you have large engagement on instagram you really do and you were like do you know I don't know I just post I just do stuff for fun but I mean I've got a personal brand apparently which is me you do definitely and then I've got my business brand so it's it's David Watson what's involved and then it's what's digital which is the other side of of what we do and those are two distinctly different things and and we've got to make everything work together and I said to you that's why I want you on the show so that you can take people like me that want to develop a personal brand or want to develop their business brand but we don't have mega bucks I mean I you know you can't afford 120 000 rand a month you know to to get this done for you you need somebody that is prepared to help you and to be reasonable and you said bang I mean because that is the way that you think as well I know you deal with the multinationals and the big guys but to be able to take that knowledge and bring it back to people that are like us they're small medium-sized businesses so yeah I mean budget is a factor always but I think before we even talk about budget and paid advertising we need to talk about how much time it takes to actually execute a proper digital marketing strategy that's actually going to get results because what happens with the small businesses is there's not enough time for the business owner to go and run their social media marketing platforms so I would advise whether it would be whomever to get a professional to help you run those social media platforms but somebody that actually measures the results actually measures the return it's anyone can post on social media but is the return viable is it working what are the successful actions what are not as an example I think for small business owners what we should talk about as well David would be video marketing because I think it's something everybody needs access to and most certainly a small business owner can do that and you don't need a high budget set to do that either the nice thing as I understand it in terms of like the video marketing and spending some money on getting on getting some decent content is you can recycle it it's not a once and gone thing correct and you can re-optimize the content for future use absolutely so it is an investment so before we can before we continue with that though if you'd like to ask Danielle any questions we'd love some questions we'd love you to ask the questions sms has four one three four eight those sms are charged at 150 otherwise what's happens oh eight four eight double two oh nine three eight uh if you're thinking of starting a business if you're in a business big corporate small medium we'd love to hear from you so I tell you what let's do this I'm gonna play some music and we come back um we're going to talk video marketing love it okay there we go my special guest in studio with me this evening from Daniela Bachelli international it is the lady herself Daniela Bachelli we'll be back with her in just a bit what's involved this Monday night from Daniela Bachelli international the lady herself Daniela Bachelli um we've got uh we've got a gentleman I'm going gentleman I'm going to be polite because he didn't put his name down so I won't mention his name um he he says that uh this is all BS this this digital in this online marketing all you have to do is put out a good quality product and the money will come and um yeah in the old days that's the way it worked however these days across the board before people will buy from you what they need to do is they need to find out about you and they need to decide whether they like and trust you you can do the best work in the world if nobody knows about you in the old days you could just do the whole build it and they will come these days it's a case of build it and they don't give a damn so um yeah you're you're entitled to your opinion and I encourage opinions and thank you for sharing yours um you're allowed to disagree I respectfully disagree with you because I've seen the difference that online presence and digital marketing makes and you know yeah you can do it the old-fashioned way but these days if you want to make money if you want to be successful you need to be out there people need to see about you they need to hear about you and you cannot tell me that you don't advertise your business in any way shape or form uh there's got to be something that you do uh in the old days it was pamphlets and pamphlet drops and it was adverts in newspapers depending on the size of your company you would do radio advertising you my friend listen to the radio um and the chances are you listen to the adverts where do you buy stuff what brand of toothpaste do you buy I think uh you know just give it a bit of a rethink who knows but a social media might be able to double your business anyway back with Daniella Becherly international and returning to Daniella we're talking video marketing that's the way things are going these days talk to me about that okay well another interesting stat is that video content makes up 80 percent of global internet traffic which is quite an outstanding stat 80 percent of global internet traffic search engines like google reward websites with video content as well a lot of business owners don't know that in fact do you know that you're 53 times more likely to rank on the first page of google results if your website uses video that is how big video is on the net how about 53 percent more likely to get up to rank on the first page of google bearing in mind only 25 percent of the population ever go past the first page of google so you can see how important video marketing is just from that perspective alone um and also on social media same story um on instagram for example um video seems to have performed much better than uh static posts seeing a 49 percent higher interaction than image posts on instagram so it's kicking out there big time it's it's it's nothing new we all know that video marketing has been big but it's getting bigger and more important for companies to realize that they need a video marketing strategy that's articulated that is well structured and put together you can't just slam stuff up there but i mean think about it these days you know if you want to know something whatever it is okay um in the old days if you want to know something you would have to find a professional or you would you would look at the the encyclopedia botanica for example these days if somebody asks you something what is the answer just google it that it takes you see but it doesn't always have the right answer no you've got to be careful of the sources yeah but also yeah but also that's where people are turning to youtube if you want to learn how to do something in the old days you would have to go somewhere you'll find now you youtube it you know how do i how do i change a plug i don't know i know it's a stupid example so before you attack me for it i do know how to change a plug um most of the time uh you go on youtube and you look up how you do this that the next thing tutorial and and the idea is is that this is the way things are going it's about this this online presence about learning things online it's about building your brand and most importantly it's about building credibility absolutely yeah and and and i agree with you on the structure part because i'm horrible with it i promise you i'll just post i'll post whatever you know whatever comes to mind that may i have that so yes i am being i am being shut you know but mine's by accident not by design but i have seen i have definitely seen when you do this properly um and if we look at international trends people who are taking this online marketing seriously because in whatever way shape or form your business is your brand is you have to market yourself you have to tell people about you um you know in the old days you would have to belong to a chamber of commerce you would have to do this that the next thing these days you're more accessible to more people now um you know just in in the work i've done you know how many times um i'll do something i'm looking for somebody i want to advert i want to interview i want to talk to somebody um and i would give them an approach um whether they be locally international i can actually see them searching specifically on linkedin they will search for david what's on linkedin and have a look who is this guy who is he that's phoning me what do other people have to say exactly because buyers need social proof of brands right yeah and that is how the brands are transparent on or and are able to communicate their key messages hmm so i'm busy reading some of these messages they're fantastic messages coming in um you see this is a balanced one i like this one this is a very very balanced one um and i'm going to say thank you phillip guys in some respects in life people deal with people firm believer firm believer in that i mean you know i'm not saying they don't um you guys he's never advertised in 35 years brilliant hats off to you happy customers refers to their friends and colleagues now comes the rub and this is what i like what phillips just said the biggest problem with this is the key man is always in demand they want to speak to him not anyone else in the company it works for me but it's very demanding now this is where the social media stuff comes in because you can then put your your your perspective client through a series of steps to get to know you and speak to you whatever you're doing phillip for example you can take that expertise and put it online exactly so the customer's buying journey and i heard somewhere the other day is it up to he looks across about 70 percent of the buying journey yeah um i also have timothy keyes in studio with us he is the founder and owner of the sales institute so he knows what he's talking about um and at the sales institute they do a lot of research so uh these days before client even speaks to you 70 70 roughly of that whole journey is done before they even say hello how are you can you send me a quote um and and this is an international trend and south africa is not very far behind what else are we talking about i get distracted you need to bring me back it's okay should we look at some digital marketing trends for 2020 yes let's talk trends okay so as i said just now video content video content and marketing will continue to dominate the industries and brands influencer market marketing chatbots um but we can look at big data as a very big one interactive visual content coming back again to video um storytelling more so now than ever before because there is so much content out there so you've got you've you've got to be specific um a very popular one for 2020 is shoppable posts so that's social commerce direct messaging especially with facebook and whatsapp going and steering to more towards private messaging and advertising coming on those platforms at a later stage it's already started i heard about that the other day i'm like what because i saw this big thing whatsapp for business yes so at the at the annual f8 conference last year facebook announced um that the future of social media is at the moment is privacy and in direct messaging so direct messaging is a hot number for brands for 2020 as it's increasingly becoming more and more effective to communicate with the prospect over social media through those communication gates and however though they get the choice to either buy into your direct messaging or not exactly they have all the power all the buying power power we don't push markets anymore we can't because the whole marketing and social selling universe has changed remarkably because very much today the customers all about what's in it for me so what value are you giving me before i make my buying decision and i'd like i'd actually like to put something on the back of what you just said now because that is a very important one um another thing i'll also tell my clients is to always use the 80 to 20 rule for social media what does that mean so to be effective on social media you need to have a good balance of promotional content like if you're not supposed to have promotional content rule 101 right okay because it's supposed to be engaging and conversational however with thought leadership and through marketing we've started to promote online for many years now however marketers and delegates need to do 80%

non-promotional so that means adding value giving free information and only 20 percent promotional if that balance if that ratio is not right people start unfollowing people get feel like they're being spammed they feel like they're just being ever launched with all your marketing and promo coming from your brand and that's not why they're there you've got to build those relationships right so the 80 to 20 rule is very important um and also another thing from a sales perspective assuming that only 50% of your pipeline at maximum will ever come from marketing efforts and Timmy can listen to this one there at the sales institute um you've got to look at what's your strategy for making up the rest of that pipeline so how are you going to get the rest of that 50% in your sales pipeline so you've got to figure it out you've got to get your sales force executing against that strategy um and stop pointing fingers at marketing alone

we've we've been doing we've been doing some work with Tim over the last while that's why yeah we just dragged him into the studio today um okay let's get back and talk about that in a little bit a little bit more um but by the way just you see when people are polite i love it when people are polite because because then it's cool so Philip has just messaged me back okay he was he was the one who says that they haven't they haven't um he's never advertised in 35 years but listen to this in response to me he goes i'm working on that now website and auto quote page we do specialized Philip tell me what your company is i'm feeling generous tonight i'll give you a plug we do specialized marble and granite work so every client's needs are different funny that in in in the other side of my business what's digital we've just finished with a guy who does granite and marble and custom marble and stuff we just finished with their website yeah and it is it's a complicated thing to do you there's not just something that you log on to WordPress and slap together when i saw what these guys do and how we have to take them through the journey it's amazing it's amazing um is send me a photo here of the slow lounge at uh or tambo domestic looks beautiful philip they're from stone interiors pt y limited um i could direct you to a website but they don't have one yet you see where marketing comes in anyway mate thank you so much for the interaction philip really appreciate it and appreciate what you're doing we'll be back in just a bit uh chatting some more with daniela bachelli from daniela bachelli international and this is what's involved mix 93.8 great to have you along with us it is what's involved this monday night my special guest in studio daniela bachelli from daniela bachelli international and uh well he wasn't planning on doing it but we just dragged him in uh tim keys founder and CEO of the sales institute i thought you might be able to add a bit of gravitas tim because you work with international clients you work with national clients uh you work up in africa and you do sales training you train sales people so you said that when i looked at you just and i said uh it's about 70 of the customer journey is is done online before they even speak to the salesperson uh you say that's actually incorrect yeah dave the the numbers worldwide is 83 percent of research is done outside of the salesperson so typically what used to happen if i wanted something i would phone a salesperson say can i have price can i have information please now what and this is a worldwide number is that they will up to it's about 17 percent of the time is spent with suppliers yeah the rest of it is talking to people around them talking to peers online research um they'll they actually don't want to speak to sales people because they get bullied so i don't know if you've had that once or twice have you made a decision yet have you made a decision yet yeah so a big issue is that people just don't want pushy sales people and now they want more information online which puts all the responsibility on our marketing so we're not just talking digital marketing your website and the tools and resources you provide you know people think this is only social media it's not it's your entire digital presence and you know where people are saying not everybody's online you know i'm quite interested on the number of how many people are on mobile because the numbers i've seen is as high as 80 penetration even in our country and mobile is considered online absolutely they are going on to facebook yeah they spend most of their time on instagram yeah um so they're looking for this information well we think they spend most of their time on instagram apparently we're old farts and they spend most of their time on tiktok here which nobody knows about yet but we're going to get into that in the coming months

that's what i thought it was all about but apparently not apparently people like gary v all of them are saying tiktok's going to be the next big thing so let's let's wait and see one thing that does bother me and and you know we are we do digital marketing so what we do is what's digital which is the other side of it is we will do uh online stuff for you we will do graphic design for you we'll design your website we'll do all of those bits and pieces however where i personally battle is this thing called seo teniella help talk talk to me about is here because a lot of people and you know how many people i've come across that have said listen we've just paid a whole lot of money to have this website built for us it's built it looks very pretty but it's not doing anything nobody's coming there and and then you know it's it's a thing it is a big thing and and this is one of the areas that you're a specialist in so i mean seo being search engine optimization is important yeah um especially in today's times with so many websites being online you have to have search engine optimization so you can have on-page optimization and you can you can use different plugins and so forth to optimize the keywords on your website to get relevant traffic to the site um but a misconception misconception about seo is that any traffic is good traffic not so that's not like that at all there is that such thing as bad traffic um but at the end of the day i think we we need to start with this is authentic content google loves authentic content it likes a lot of content so like earlier we were chatting about micro blogging um i was talking to tim in fact about it tim what were those numbers you gave me again but you just chat amongst yourselves i'm going to go pick up the paper what was that number you gave again um a friend of mine who's a specialist in this area said that a good guide is to have 250 words there we go two and a half thousand words nothing in between so people will read the the smaller blogs and if they interested they'll read the the higher detail exactly but then from a google perspective having those so that's that many words is perfect for your website because it's going to be built it's going to sit there and nothing no traffic is going to go to it i need to direct it you need search engine optimization you need google ads you need to drive traffic to that website doesn't matter what it looks like if it doesn't have an advanced seo framework on it it's not going to go very fine cyberspace and i think this is this is a challenge that a lot of people have in particularly small businesses and this is where i get very grumpy because they will go to some guy because yeah it is it's an expensive thing to do a website but then they put your website together they slap it together they use wordpress for example and uh your website looks very pretty all the buttons work it clicks and everything but nobody knows about it and yet the web designer that's done it is is gone into the into the wild blue yonder or then they turn around and go well you know we might have charged you two and a half thousand rand for your website however if you'd like some seo that's going to be an additional twenty thousand million rand and it's it's insane because you know this is what we need to be doing and that's why um and i know tim works a lot with with with uh a lot of companies as well and we we we talk often to to you know these these guys that are in this business and they also a lot of people are floundering can i make a comment about seo which a lot of people get wrong people create incredibly generic websites yes and so then the seo becomes incredibly expensive because the language you're using is used by a lot of people the keywords are competitive you type in sales right now you'll get millions of it right the secret that i've learned with with sales specifically is talk my language and talk to my identity and i think a lot of businesses don't focus enough they're trying to be everything to all people and then their website becomes too generic and it doesn't talk to individuals and to me to make seo work very well it has to talk to a very specific audience about something that they're very interested in and solves a problem for them and that's when seo is very powerful yes and understanding that prospects are searching for what you sell um but will they find you well this can i tell you what i did before and this is what led me on this journey to learn this stuff for myself because i had a guy did the website cost me a couple of grand i was like yay i've got a website i'm on the i'm on the world wide web everybody's gonna love me now um nobody came and they went oh oh yes it's here but never mind we can sort that out for you paid traffic i'm like okay what does that mean no no if you give us x amount of thousands then we will get traffic to come to your website fantastic um i was getting people from all over the world in the most obscure countries pakistan india yugoslavia you know nobody that came to that website i mean that spark over time was brilliant i mean stats look great not one of them was ever going to use my services right so they weren't qualified leads not even close you know and that's also something you've got to be very careful about now this is where somebody like you comes in i mean you would go with the strategy and you'd say okay because you have certain suppliers that you would work with other specialists other than yourself that's right i work with a group of specialists in the industry okay tell me a bit more about daniela bacilli i mean what qualifies you in what way in every way i mean how long have you been doing this okay well i've been doing digital marketing now and digital skills training for over just over a decade um i've worked on as you said earlier multinational projects as well as local projects um my most notable project uh which did exceptionally well with the high return of investment was 3.6 billion in a 16 month window of marketing um that's not what they spent that's what they turned over yeah so we were looking at a spin of approximately i think it was 550 so it was approximately half a million um and again return of investment was 3.6 billion integrated marketing strategy at corporate investment level um so definitely the stuff works so she knows her stuff she knows her stuff and this is what we want to find out um where do we where do we start the how do we start i mean i'm i'm thinking now somebody sitting either in their car there at home they're having a listen to this and they're going jeez i need this kind of stuff for my business well i think i think you know because there's so much misinformation and there's so much information overload they should come back should contact a specialist they should consult with a specialist in digital marketing um explain what the objectives are and let the specialist recommend what roadmap they feel is suitable for for their specific objectives so i would come and i've done this i'm going to be honest i'm going to be open i've done this with daniela i went this is it here's my whole pile of stuff and she made the silly mistake of asking me what everything is i've done in my life two weeks later she said please stop um but i said here it is i mean i've got all of these bits and pieces but i don't know how i'm going to put them all together beautifully and may i am in the business and yet i've gone to a specialist as well um that is i think the place to start because then you then have worked out and are working out everything and you're going to go david you need to concentrate more on this that concentrate on that don't worry about this twitter is important for you in terms of what you're doing or instagram is more important you know and and rather than do that shotgun approach because that's what i've done i mean no we can't spray and pray hey you you said to me have you got a twitter account i'm like i think everything gets posted today i'm not sure and it's like in instagram i'm like i think i pressed the button for instagram a while ago no that's not going to work look a strategy is what has to lead everything um and when it comes to let's talk about a personal brand like yourself you've got different variables to your brand you're also an entrepreneur yeah um the strategy really puts everything together and sews all the different pieces together then you know how to package and position that brand and to market it so that everything makes sense and flows into everything else without a strategy like you said just now you go out there and you just you go for it it does not work and also i mean if you're going to drip feed your social media platforms on the mood you feeling for the day that's also not going to work yeah you see you need to have a social media content planner you need to have a blog planner you need to have all these things and definitely measurables in place to measure what is your online performance like is it doing well is it doing well what can you do to improve it but would i approach somebody like like danielle bechille international i go listen um do the audit that's fair enough you need to do that and give me the plan i still want to as the business owner or i want to get somebody in my business to do the postings yes is that something you do as well yes so so yes so we do campaign um we do campaign marketing and we work on monthly retainers okay yeah so we work with small businesses right through to the corporates um but i do have a special passion for the smes um and i really enjoy working with them the runways on that long as corporates rotate but i think we all do that but now tim just to bring you in again is is um you've just been through a very interesting exercise you're busy with um um books and training and etc etc for a big big multinational company and as a result you've had to do a lot of research and one of the things that we've been discussing over the last few days is in terms of this this online presence that that your website my website um you know we've got to adapt them we've got to change them the the research talks about a concept called buyer enablement what they're saying is up until now we've relied on sales people yeah if what i said earlier is true and they're not coming to speak to the sales people that means your digital presence becomes more important and what they're saying is that websites need to perform the function of what sales people used to perform yeah so they look at three things they say first of all when i come on to the website it must talk to my personality so how i identify myself if i'm a plumber i'ma see there are you a plumber do you need the following yeah the second thing they say it's got to talk my language so it shouldn't be something i don't understand it's got to be positioned to me and what i do and the third one's the most important is it's got to ask answer all my questions yeah so what tools and resources are there for example you look at one of the banks and i want to know how much i'm going to pay per month to pay off my car yeah those kind of tools now have to be online phone in and ask for a quote these quote generators and analysis tools and videos and customer references all need to be there and you mentioned video marketing i'm i'm just as much of a fan is video references are incredibly powerful you're talking about social proof people don't like reading stuff but if you have a video of a customer saying i really like what you do thanks for everything that's significantly more profound and so a lot of the the websites now need to be designed around the user and those questions they're asking uh you just got you just got burned right now okay philip just burned here goes keep it simple for us working class acts you see see philip i understand buyer enablement okay the person that is buying stuff explain to me like in in in like david language what is buyer enablement okay it's not bio buyer enunciate enunciate is when i make it easy for the buyer to make a decision oh okay what you should have just said i take them through a step-by-step process from them wanting to understand what my product does all the way through to how do i make a decision okay it's all about making it easier to do okay all right there we go thank you now i understand back to daniela though because you've you've got some more stuff that you need to share with us i like you sharing stuff you know i feel like a sponge but you know i like to talk around strategy leading everything you know this right yeah um i think also what i'd like to say to your viewers with within smes is that they need to have patience and not feel disheartened when they start distributing content online because they don't always get the required or desired results immediately um which is why we spoke about paid advertising earlier um but bearing in mind paid advertising doesn't mean it's got to cost an arm and a leg i mean paid advertising could start as little as 2000 rand a month just as an example um so yeah content marketing is definitely um a marathon and not a sprint um well i'll give an example one of our clients is a real estate agent and she came to us initially and she wanted to set the next thing and and what did you call them i call them purple cars you call them purple squirrels um and and yeah her her purple cow is her golden labrador max and we've developed this whole strategy around max being the first real estate dog and in the beginning the engagement and everything wasn't so great but also this is the thing and and and danielle is very good at this as well is is it i've learned some hard lessons in terms of facebook advertising again i started off doing spray and pray and it cost me a normal lego at no return we've just done a valentine's campaign for uh this particular real estate agent with with max the dog and he was going i love you and we also added that social that social element into it where um it was a challenge that that if you share max's valentine's message his mom was going to donate money to an animal shelter that's nice um the return on that thing was astronomical and it cost her 150 bucks when you target properly exactly when you target the area and the people etc etc cost her 150 bucks uh she got over 13 000 views and i don't know how many i've got the stats here but um and then that turns into people seeing it going hello i want to sell my house i want to speak to you um she's now complaining to me that people are phoning asking to speak to max the dog um but it's working it's working as long as it's working you know and and it can be done it can be done yeah um so there we go should we have some more me i want some more music i've got a theme a musical theme um so see if you can spot what the theme is in the next couple of songs uh and then you can see where i'm going maybe i need a holiday i have just i've just gotten a message that's like made my entire week and i'm almost vain enough to want to read it out but i won't um but jackie thank you so much for your very very kind words um and that's what i've always said if i can make a difference in one person's life then i think i'm doing my job um and uh i'll just say the end of jackie's message was your guests are very high extended and i try to have a date with the radio every single monday night thanks so much from jackie so jackie thank you thank you thank you thank you one one message i get that makes out this makes my day so i really do appreciate that back uh with daniela bichelli and uh reluctantly drag kicking and screaming into the third chair in the studio tim keys from the sales institute that's what i love about it just it's so unplanned i'm like yeah you're sitting like come dude let's talk oh but you've got value there's stuff i mean and and guys if you are listening tonight i can tell you that uh quite quite happily that uh in in in normal circumstances daniela and tim charge a lot of money for their knowledge and for what they do and and we just we we're lucky enough to have them here sharing some of that knowledge with you um we're almost going to be wrapping up uh kaz is going to be up between uh nine and whenever tonight she always plays such great music lean forward to that um but uh before we get there a couple more things so now social media what are what are some tips have you got i like top tips i like i like lists have you got a list i don't have a list but let me think what are the five things we need to know four things two things i don't know let's touch on lead generation i think for successfully generation on social you need to equip your buyer for success we spoke about that earlier but you've got to be be personable with them you need to connect with your prospects challenges and give them a next step to move toward in the customer journey online um another important tip is to always add value um and applying that 80 to 20 rule 80 value 20 promotional content and also brands must never forget that social there's a two-way street so you can't just broadcast your messages if if if audiences do engage with you you need to respond back like a human being do you yes um in case he's going through his comment section later on tonight that's okay and then you know obviously also create strong calls to action um strong ctas that are clear and that can direct a customer to a prospect to become a customer yeah and then also to remember that organic isn't enough on its own don't be afraid to boost your presence i think it's i think one of those things is critical is is you do need to spend some money online the days when when you could get away with it and not do it um those days are long gone because there's just there's so much out there and and you've got to spend money cleverly and and and again i'd being a an smm me me me me me um you know for me every cent counts i don't have a corporate budget you know i don't even have a medium-sized business budget but but if you don't spend that money and this is what i always tell my clients as well you're going to end up taking out an advertisement that says business for sale no absolutely because social social sharing amplifies your message and to get that reach you've got to pay for some form of it and at no stage bear in mind at no stage have i discounted the other forms of advertising because depending on the market that you're in um social media for me daniela maybe you can help me out here but for me the money i've spent on on social media across the spectrum it actually has cost me less than the print advertising and and the the mail drops and all of those things it does cost me less in the long run but it's not to be all in indoor um you know i i reckon get onto social media if you can those of you that's why community radio stations exist if because it offers you a more affordable advertising to reach out to people but radio advertising uh you know some of the guys do tv these days we don't really need to small people look at this tv advertising go i could never afford that because we can really create our own really cool ads that we can put out across social media absolutely absolutely no no you did mention something off here about about five things you need to do or don't need to do what was that what were you talking about where were we what were we i don't know i went i was i was wondering around you know me i wonder around all the time in fact just now walked out while they were talking david can i touch on lead nurturing just a little bit for smes just very quickly i'm sure you can um and i've seen it so many times with smes um and sales teams um when lead nurturing we mustn't be heavy on product pictures and offers and light we need to be light on educational content without taking the time to develop personas buying cycles and mapping leads to their place in the buying processes so marketers will fail at lead nurturing because they sometimes they will feel will fail at lead nurturing because they're too heavy on the product pictures in terms of pushing the marketing and not offering valuable insights into whatever it is that they're selling tim do you agree with me on that one i'm sorry i've just seen some of the best marketing i've ever seen i'm not sure what they're selling but dirk dude wow hey shiny shiny object syndrome please answer the i just saw there was a lady shopping and i was just i was looking at the product so the question is getting the balance right with how you're communicating to customers online yeah i i feel very strongly about this is when you're an sme you're so busy you're doing 10 things in a business exactly my personal view is that i would want to bring in a specialist and you know with you being in this game you can't really punch yourself but i'd like to do that is when you choose a person who can help you on this journey wisely the money is very well worth the investment the other thing that i learned very quickly is that paid advertising you can cost you a lot of money if you don't know what you're doing so a great example is facebook i spent a lot of money boosting and then i was introduced to more focused advertising and it was a fifth of the price and so my advice here is you know get a specialist who understands how to communicate with the right balance when you're a small business here you're expected to know so much you know i've been doing the sales thing for 20 years it's something that i specialize in you specialize in digital marketing and to me you need to invest in the right person so you need to take time finding the right partner and then having an authentic voice and allowing someone to draw that voice from you and then share it with your customers just a quick question with with what you do because i know you've spent money you've spent money across the board you spend money in industry publications etc etc where's most of your business coming from these days linkedin yeah by far so a lot of people go to my website and i get a lot of leads from my website um apart from current relationships my website generates um i would say about 60 of my traffic 30 of the rest of my leads comes from linkedin where you were talking about having a conversation i use linkedin like i use whatsapp i connect with someone and i start tapping and having a conversation and a lot of my new business comes from there okay so again many well spent many well spent danielo um i'm gonna i'm gonna give cares a massive surprise and and we're gonna finish off a little earlier tonight um before you go though if somebody wants to get hold of you specifically um and if you do get hold of daniela just please mention my name so you'll get a good price yeah one time come on okay so my email address yes daniela d-a-n-i-e-l-a at daniela yeah bascelli b-a-s-c-e-l-l-i-com.com so it's daniela at daniela bascelli.com yes daniela with one l yes bascelli with two daniela spot the italian way yes or if you if you like me bascelli no david i'm going to throw this something actually it's for typing purposes yes bascelli it's the italian then um okay here we go um somebody goes um oh terence he says hi a question with advertising an sme on social media 100 good jobs and one bad job or bad review may overpower your good 100 jobs how do you overcome that if you don't have a budget to hire someone to manage something like that that's quite that's that's that's a very very good question before we go come in cares we're having a general party you're more than welcome to pop in and you know just just contribute to the mayhem it's fine oh the question was if you advertise an sme on social media and they do 100 good jobs and there's one bad job or bad review it may overpower those 100 good jobs how do you overcome that if you don't have a budget to hire someone to manage something like that i'm talking i think we're talking reputation management absolutely um hi kas um well kas tim tim kas daniela kas i think it's revolting for a smaller medium-sized business to to get a horrible review um online especially when they've worked so hard to get great reviews um and it's it makes them very despondent because they're like should i just close this page and start again d and i'm like no don't do that so you you you basically have a counter approach where you instead you counteract that bad pr that negative pr with good pr so you lash out more on your press releases you lash out more on your content marketing um you you introduce your video marketing again get live video interviews testimonials i think that's the big thing the testimony is a social proof it's massive it's massive because that's real real people giving real reviews about your brand and your service you can't go wrong with that so you can't make everyone happy i can't make everyone happy can you

yes there's one good piece of advice i can give you is say sorry because remember if you've made a mistake absolutely people are going to read through that thread yeah so if you do have so i can understand why you're saying that you know i appreciate that feedback i'm sorry this has happened we will try to to do better because of course i've seen big corporates make that mistake where they don't apologize like notice something people hate is when you're arrogant yeah you don't say sorry give them give them yeah to me i like what you're saying about pulled around it but pulled it around it look i've learned the lesson thank you so much acknowledge it acknowledge it i think acknowledging not necessarily saying you're wrong because you may not necessarily be wrong in the great acknowledge their feeling about it exactly because we have a gateway that what what you know what works at the office with me is if if somebody sends me an email or because i'm on radio i don't think cares ever gets those kind of messages because she's she's very lovable but you know somebody says to me ugly and your mother dresses you funny for example you know what i do at the office you'll unitize my arms to the chair for 10 minutes until i calm down David i can actually

because my mom like right i'm gonna let you know exam she's like just so i get tied to the chair tied to the chair for 10 minutes and then we're all good then we're all good

anyway listen now we're gonna finish cash i'm gonna finish a little earlier give you a bit of time to set up and everything yeah i think i'm gonna make up for about the last two weeks possibly because i'm always running over so i'm really trying hard not to tonight listen guys thank you daniela thank you we're gonna do this every month timothy um yeah that'll teach you to come and visit it's your own fault you had no choice i even dragged him for a game of pool before we went on air oh there you go uh timmy if somebody wants to get hold of you about sales training where do they do that so my website is um salesinstitute.co.za and my email timk@salesinstitute.co.za there we go so they do some great sales training there as well i know some of the trainers personally um so get hold of tim and uh you know if you want any of your sales team trained really really top-notch stuff uh daniela always happy to talk so listen if you got some questions drop her an email she does get back to you um i've i email her lots about some of the dumb questions i have and it's the kind of thing i want to be able to share with you um and uh yeah to each and every one of you thank you so much for listening i'll be back again next monday night.