How to Win on Social Media

Jason · 00:00Welcome to episode 250 of The Numbers Game. I'm Jace. I'm here with Nick and Marty, and the day has finally come. I've been talking about it for about a hundred episodes. Marty two 50, get excited.

Marty · 00:10Well, well, I, I am excited. You know, the 200th episode, uh, our producer, Tommy, we set up the studio. We had lights, we had an audience.

Marty · 00:19Um, it was pumping red carpet. Alcohol was swishing in the background. And, um, two 50. Here we are. Um. Behind the laptop, I've got a green ruler. Go to YouTube to suss that out. That's all I've got. What's going on? You got a little latte there or? Yeah, little. Uh,

Jason · 00:37I'm just gonna throw in, uh, Jason Chino. It's taken 250 episodes and Nick's decided right before the episode started.

Jason · 00:44He asked the question, can he do the game over part, you know, 249 episode episodes of basically Marty staying game over. He did

Nick · 00:50not want to go there. Uh, two 50. I think it's good time for a change, you know, like, you know, it's time. It's time. It's two 50. Time to declare. Well, well, he loves a cricket analogy.

Marty · 01:02What, what, what about, what about if all three of us come up with one and let the audience rank it?

Jason · 01:08That's not bad. It's not bad, but Nick's gonna be stressing about it all episode. Uh, so no, we, we, we, I reckon you will be too, Jason. Yeah, no, you're right. Yeah, we, we won't change the format for our, uh, a amazing audience and listeners that have come back and supported us.

Jason · 01:22So, you know, thank you very much. Two 50. But look, we're here for another episode. We're not gonna drone on about it. Uh, Marty, high value stuff. What's happening?

Marty · 01:30Uh, look, I've been, I've been exploring since I've been back into coaching business clients. I've been exploring the social media dynamics and going.

Marty · 01:39Where the hell do I fit? Should I be twerking on TikTok? Um, should I been tubing on YouTube? I, I don't know what you even call it, but you see people doing all sorts of generalist stuff there, and you're going, I, I've gotta do something to build awareness around what I do. But what I've learned very, very quickly is if you're chasing likes and comments, it's like you're, you're, you're chasing ghosts really.

Marty · 02:05And um, and even from a. From a point of two months of playing around with it. I don't want to do generic stuff because it's the same in mortgage brokering Nick. Like you see, everyone does the rates, everyone, and that's fine. There's no problem with that. But I go, what I, what I sort of tapped into is I go, and this is industry specific, right?

Marty · 02:29As a trusted advisor, I go, my differential is long form content. Like it's about doing articles on LinkedIn and doing videos, actually giving strategy. And just to give you an example of that, like we had that Instagram post. Remember when I was crapping on about the government and having a go and you know, there were 400,000, you know, viewers and likes all over the place and comments going berserk.

Marty · 02:56How many clients you reckon I got out of that? Zero. None. None. And then I did something on LinkedIn where I did an article in regards to, you know, basically talking about, um, a referrer master plan for mortgage brokers, uh, just to unlock relationships and gave some strategy around that only had 477 impressions where someone had come across it.

Marty · 03:20Only 1%. Yeah. Five likes, right? How many clients? Two. Good conversion. Really, really good because it was relevant, it was on the right platform and I was talking, you know, to the market and I just go, and this is not to have a crack, you know, at, at, well, I'm probably am having a bit of a crack, but take it with a grain of salt because I see a lot of social media content out there.

Marty · 03:48Where people are almost looking from for likes, from peers. You know, they're going to the next conference event, they're putting it up there. Do your clients really wanna see that you're at a conference? Do your clients really wanna see that you're having a meal at a restaurant instead of servicing them?

Marty · 04:05Like I go and this is the sort of thing, the aha moment is starting to hit me. 'cause I've done that in the past too. I've done stupid stuff trying to, you know, trying to get some visibility, right. But I go, I really. I, I really question the idea of being the generalist and trying to get visibility and likes and comments because I feel like the people and the top level clients, they're not interacting with your content, but they're watching and a lot of the silent type of metrics, like who's been looking at your videos?

Marty · 04:37What's your video watch time? You know who's going to your profile repeatedly and having a look? 'cause they're assessing. You know, first of all your strategy piece, but also in regards to whether they can execute on their own, which is fine, or whether they wanna work with you in order to implement a strategy.

Marty · 04:56'cause one thing, learning a strategy is another thing, you know, getting support, implementing it. And it's really, really interesting. And I think even particularly in our genre, um, as advisors, if we are gonna do content, I think we really gotta be thinking. Who we are talking to and who our direct client is and what do they want to know.

Marty · 05:16They don't care what event we're going to, what I think the awards, yes, because there's credibility in the awards, but I, God, I see some crazy stuff out there and look, take over a grain of salt, done it myself, you know, to try and, you know, try and increase visibility. But yeah. Initial thoughts, Jace.

Jason · 05:34Uh, yeah, lots.

Jason · 05:35Uh, I think it's really hard in this day and age as well, like just you've got so many different formats when it comes to just talking about social media or videos or, you know, content that you're posting. It's like, where are you posting it and what's the purpose? So if you've got TikTok, LinkedIn, Instagram, Facebook, uh, beyond some of the other fringe ones, x.

Jason · 05:54Uh, what's the on threads? You know, there's so many options. So it's choosing, you know, where are you playing, what, which one are you playing in? Are you trying to be on all of them? And then what's the purpose and, and the reason why you're doing it. 'cause I think, you know, I'm starting to think about people in my profession, in the accounting space and the ones that do post the, the daily reels or the tiktoks or the day in a life of, or what I ate today and then start to go, well, you know, what are we, you know, what is that person trying to achieve from that?

Jason · 06:21Is it building their own? You know, uh, profile online so that they are highly sought after for comments and quotes and articles. Um, you know, there, there's, there's a method to the madness, but at the same time, sometimes there is, you know, vanity metrics versus sanity metrics. And I've said it for the Numbers Game podcast, where people have asked, well, how many, how many downloads do you get?

Jason · 06:42How many, you know, how big's, how big's your podcast? And it's like, well. I'd be happy if the same and the numbers are, you know, if it was the same 500 to a thousand people that tuned in every week and listened to all 250 episodes, that for me is a quality over quantity metric, and it means that those 500 to a thousand customers, friends, clients, you know, referral partners that are listening to our show and are heavily engaged.

Jason · 07:07Then interacting with future advisory and innovate as a byproduct of that. They know us deeply. They understand what we, why we exist and what we're doing. And there's a lot of, uh, value that we give away for free as part of doing this, which, you know, has a nice feeling too, that we are providing education to, you know, everyday Aussies out there that wanna get ahead in life.

Jason · 07:26Um, but yeah, then, then you got the other side of social media, which is, you know, kind of the. The dark side of

Marty · 07:31Well, well, yeah. I think how many people are, are burning a lot of time on that. And what's the actual result of clients coming to them? You know, I think you're right in regards to like, uh, I think, you know, there's, you know, mortgage broker and stuff like that.

Marty · 07:44There's certainly being on Instagram direct to the consumer makes sense. But what are you talking about? What are you advising them on? Um, if everyone's doing the same thing, how do you stand out in regards to actually providing. Real strategy. Now, whether they utilize you or not as the expert, so be it.

Marty · 08:02But if you're putting real strategy on the table, um, and it's to your expertise, I hear a lot of people, um, talking strategy without any qualifications, and that's, that's a dangerous game in itself. So I think you can set yourself apart as a, as a real. Strategy expert, but come in with relative, you know, really good value because again, that's gonna draw the right person to you as well.

Marty · 08:29Um, and that, that's been something, yeah, I've certainly picked up in the last couple of months just by going through the process and seeing what's worked and what's been, what's been a burn. 'cause I don't like doing stuff for the sake of likes. I, I, you know, I want to. Work with the right people, right. And get results.

Marty · 08:47So Nick,

Nick · 08:48I was gonna say Marty, is it as simple as you just, um, asking people how they heard. Of you or how did they come to you? Yeah. That's how you is as simple as that. Yeah. Obviously you're looking at the analytics as, uh, analytics as far as impressions and locks goes, but beyond that, are you just saying, Hey, how'd you hear about me?

Marty · 09:07I, I think, I think it's niching, um, in regards to my expertise not being too general. Across different things. So definitely niching, I think definitely the platform. So for me, definitely LinkedIn and YouTube are the two important platform. The podcast holds a lot of merit, like a lot of people are listening to the podcast that we don't know about.

Marty · 09:29So a couple of people reached out based on that mixed in with the right content on LinkedIn. So it's triggered them. Um, and, and I think you're right. The, the thing that I'm working out is I'm going. Ah, there are really good people looking at my profile on LinkedIn two or three times. Now, they're not clients yet right, but they obviously are considering potentially either the, the content's good and it's, it's resonating with them, but they might be considered buyers.

Marty · 09:59So that's that. Potentially a time to reach out and engage with their content and literally start to develop a relationship as well, whether they utilize you or not. But I think that's the silent metrics that people are not giving enough attention to. 'cause they're more thinking about, I gotta get a lot of likes.

Marty · 10:18So yeah, my buddies think it's working well,

Nick · 10:22there's no doubt. I'm bit

Marty · 10:22facetious there, you

Nick · 10:23know, but yeah, no, there's no doubt it's vanity like, you know. I think a mortgage brokers who, you know, take a photo when they're on their way to a meeting in a, in a, in a car, it's like, who cares? So that even

Jason · 10:36better if they've got the Rolex or the fancy watch on the nice car all too, like that's probably more real estate.

Nick · 10:41Their just settle this deal. Well it's like that's, that's to, to me, that's all vanity because they want people to, um, that's not, they want people to think they're successful and they probably are successful and that's, that's awesome about, but that's not solving a problem.

Marty · 10:56That, that's a little bit of showboating, which I think, you know, you gotta have confidence in the way you, you know, you come across as well.

Marty · 11:02But I go, there's, maybe, there's an interesting way to do it. Maybe you can be on site with, uh, uh, if a client permits it, uh, in regards to a problem you've solved for them and talk to the client about it or. And how you resolve that problem. Like again, I think there's a, and you gotta be careful with, there's privacy things on that too.

Marty · 11:19But, but again, I think people are looking to go from A to B and they want support in getting there. And I think some of the stuff you've talked about, even on the, you know, the share, uh, investig, even on the last episode, that's gonna resonate with a lot of people that have been property orientated in the past and all of a sudden they're going.

Marty · 11:39Oh, maybe I need to know a little bit more, but let's say one of the financial advisors at Innovate actually gave a direct demonstration online, um, as a LinkedIn post of going, here's the scenario. This is what it looks like in 15 years. And, you know, based on the reality. And then it might, people might just go, well, instead of it being a 32nd snippet, that really doesn't give you much.

Marty · 12:04All of a sudden there's some real intent in the content. That's, um, and, and strategy in the content might go for 10 minutes, and maybe it's only one a week, but it's actually people are coming in for the next one because it provided so much value. And I feel like as a, as an advisor, um. That's where it's at.

Marty · 12:24And everyone's saying, oh yeah, visibility. Do more 30 seconds. And maybe that's right for some industries. But I feel like if you double down on, on value and strategy, that really your audience starts moving towards you and you can start to bond and make a relationship out of that. And you can look at that, look at those statistics on, on LinkedIn.

Marty · 12:44See the expressions rising. See the watch times increasing. See the number? Of engagement points on personal messages, increase, um, profile hits increase, all of a sudden you've got a pipeline there that you can, you can develop, you know, and I, I just think about it more commercially and, and, and more strategically to go, what's gonna result in you working with an ideal successful person that wants to take the next stage, you know?

Marty · 13:12And that, and. And that's, you know, gonna be different to, in accounting, different in financial planning, mortgages and coaching. But yeah, just, just something to think about. Something I wanted to bring to the table. 'cause I'm, I'm seeing what's going on and I just go, there's a lot of dancing.

Nick · 13:28Are you mainly referring to.

Nick · 13:32Your industry, so finance and I guess professional services.

Marty · 13:35Well, yeah, and, and I'm, I'm thinking in regards to, and I'll give you an example, Nick, because of my background, obviously with Innovate, um. Like, there's some really big businesses looking at my profile because of, um, you know, some of the, some of the articles I've put together now, they might never work with me, but there's a genuine, there's a genuine interest and I can tell they're not people that they're too busy to be ticking likes and commenting, and they're, they're, they've got better use of their time, but it's resonating.

Marty · 14:06I go, ah, that's, that's okay. I don't need to have 30 likes that don't go anywhere. You know what I mean? But I do want to share value and like Jay said, like happy to give 90% of it away in strategy. Because at the end of the day, it's the execution is where you come in and, and. Deliver the strategy, right?

Marty · 14:26So it's, it's, there's gonna be, the great people are gonna gonna do it and um, the people that are never gonna do it are never gonna do it. So to me it's just really understanding. So, so for example, um, you know, just the pieces we talk about on the financial planning, but also the accountancy side. I go the advisory side.

Marty · 14:45Jason, imagine you came on. Um, yeah. What are they gonna, and this is not to be nasty, mate, but this is like, are they gonna be more interested in you doing marathons? Maybe the marathon crowd are gonna love that, right? Because it's, it's relating to them. Or are they gonna be delighted with you showcasing a strategy piece on how they're gonna save tax when they've amplified their profits in one year and.

Marty · 15:08Things they can do, and you get that out of the long form in podcasting. Definitely. I know the reactions you get to that stuff, it's very relevant to, to the audience. And that's, that's what I'm saying here, there's, there's an opportunity where if we are talking across to a client right in real time on not on social media.

Marty · 15:28Yeah, we can. We're demonstrating our techniques, our strategies, and how we can benefit and resolve their, their problems and help them get to their goals. No different on social. No different on social if we wanna take it that way.

Nick · 15:42Is there an argument to say, and I'm not saying this is right, Marty Bear, I reckon people will be thinking this, um, part of.

Nick · 15:51Trying to build your business and your brand is about building your personal profile. So, and one of the things you hear also is. Look, I know you, you know, I know you know your numbers, but I'm sick of hearing about that. I, Jason, I wanna know about you. Like who am I engaging with here from a business point of view?

Nick · 16:10So is there, is an, is there an argument to say that you need to balance both so you're not just. I'm mainly talking about LinkedIn or TikTok here, not so much. Sorry, I'm, I'm mainly talking about Instagram or TikTok, not really. LinkedIn. Yeah. Is there an argument to say for, I'm picking on you Jason, 'cause you're the last one to talk about.

Nick · 16:30It's only me, you, or Marty in here, but it's all right

Jason · 16:32mate. All good. I is an argument

Nick · 16:33to say, Jason, I know you're a really good accountant. I don't wanna, I just, what? I don't want to hear about all of that, huh? Yeah. Gimme some education every now and then 'cause I love it. But I wanna know about you. Like who's the, who's the business?

Nick · 16:46The brand that I'm, I'm, I'm gonna start engaging with and, and paying Definitely. 'cause that is the, you get definitely, you've gotta bring in that personal touch as well.

Marty · 16:53And I think that's, that's very, very true. And you'll see me even on LinkedIn, like I put up a picture of me and Charlie doing something.

Marty · 17:00That's more to, you know, that's more to. Get in touch with the audience to get to know me beyond, you know, just the, you know, just, but it, it can be four to one, right? It doesn't need to be, yeah, yeah, yeah. You know what I mean? It gives, it gives an insight and like when people, you know, when people, when you're sitting in front of 'em.

Marty · 17:19How you get a feel for someone in regards to their transparency, their personality, that they're gonna look after you, that they're knowledgeable as well. That's what you're doing in demonstrating the strategy online as well. So people are actually building digital trust with you as you, as a professional as well.

Marty · 17:38And that's really important when people are making, you know, really strong financial decisions or business decisions, um, as well. So. You want to think about how you're showing up because you, you know, you, you want to, you wanna be coming across as human, obviously, not just showboating when, um, when you're delivering a strategy piece as well as you would if a client's sitting in the room with you.

Marty · 18:01I don't think it's any different, and I think that's where the rewards are, where you conversion is a lot higher than going too wide and getting a lot of different viewpoints for different reasons, and really just focusing in on what you're good at. And sharing that with the audience. And I, I feel like I, I don't know, I just, I just notice the difference in, um, trying both approaches.

Marty · 18:25And that might be just like you said, it might be for str strategic advisors and yeah, everyone's gonna be different, but I definitely can see the difference. You know, I,

Jason · 18:36I think in result, overall social media done well and done right. Can be epic, insanely powerful for wealth creation and generating income for certain business owners and certain types of businesses.

Jason · 18:48But I think as well, like the different platforms, you know, you've gotta have a strategy on what each platform is for. And then also do you have a brand that you need to build awareness for as well as a personal brand. And for myself, I go, I'm, I'm far from the perfect online social media person. If anything, like I'm sitting back going, I know it's an opportunity.

Jason · 19:09I know, I think, you know, I generally like jumping in front of a camera and saying something, but at the moment it's the energy and effort and organized, and I think the consistency, I don't have the, the energy or effort right out to do it consistently and do it well. So I just haven't started at all. But the example, like I would use LinkedIn to post mostly about.

Jason · 19:26Future advisory business related CPA or Xero. On my personal Instagram though, it's probably gonna be marathon content or stuff that Jason Case do on the weekend. And don't get me wrong, I've got heaps of clients on Instagram as well, but it's generally not the area that I would subject them to hearing me talk about tax planning or you know, that kind of thing.

Jason · 19:46Talking maybe. Maybe it's an area that I should be, maybe that's the. Four and one. Maybe there should be four personal stories, having a bit of fun, Jason Case off to a wedding or whatever we're doing. And then the fifth one is, by the way, everyone here's this big news from the A TO you should know to find out more, go to LinkedIn or go to Future advisors website.

Jason · 20:02And I

Marty · 20:02think you'd test it, mate. You'd just test it and see what you find by. By by doing that. It's not to say any, like I said, I'm no social media guru. I'm just trying to wave through the, the, the noise and the chaos. So, so for me, I know it's LinkedIn, I went off TikTok 'cause I thought numbers games on TikTok.

Marty · 20:19Anyway, so for me, that's my platform as a professional and um, and that's what I'm doubling down on because I'm seeing actual results of it and, um. And I'll still put a personal story in there, but it's just really focusing on what platform do you wanna dominate. I think a lot of people say there's a lot of value in going across different platforms, and that may be absolutely true generically to get more visibility across a commercial brand of note.

Marty · 20:48No problem with that. But like as a focused advisor, I go. It's really about niching down as to going, where are the results coming from? Why are they coming from, what's resonating? And the 32nd clips aren't resonating in regards to a result. Might be some visibility around it, and that's okay. But I go, oh this, this actual the strategy piece as I would be with a client.

Marty · 21:15Is resonating because it's giving insight into your thinking, into your perspective, and also into your strategy. And they can either take that on board and run with it, which is great. Or alternatively, they might want to utilize you to, to implement, and that's okay too. Obviously that's what, that's what you're looking for.

Marty · 21:33But I just, um, like I said, I thought I'd, I thought I'd throw it open because the wonderful thing is too, and this is not something that happened, you know, 15, 20 years ago. By having a good strategic presence on social media and however you wanna present yourself, you're just opening the door to such a wider market of being able to work with people across Australia, even internationally as well.

Marty · 21:56And that's a real advantage that you didn't used to have. You'd be at the barbecue and yes, you'd get opportunities through that. And in your circle of, you know, business networks that you're engaging with, which is still very relevant as well. I wouldn't discount that at all. But here you're opening the door to someone getting to know you.

Marty · 22:12Building strategic and dig digital trust with you, you know, the other side of Australia. And you go, how wonderful, how wonderful an opportunity is that, you know, if you're really focusing in. And all I would encourage is, I'm not saying one thing's right over another, I'm just giving my own experience. But the question I would, I would get our listeners to have a think about.

Marty · 22:34Is, what is that strategy for you where you're getting an actual return and how are you differentiating yourself as the expert in your field as opposed to the generic noise? Yeah. If I hear one more RBA has not cut. Yeah. Very relevant. Right. But there's about, there's gonna be about 60,000 posts in about.

Marty · 22:55Two minutes on that. So maybe jump on and go read the notes and go, this was interesting because of this, this, and that. You know, I dunno, bring something to the table where someone can actually connect with you as a person and maybe have a thought behind it, given your expertise if you, if you're gonna do that, and, um.

Marty · 23:16Yeah, but mate, keep it to your field where you do have an expertise. Don't be too general.

Jason · 23:21And as a business advisor as well, who works with many businesses who ask us, you know, chase, you know, how'd you grow? Future advisory. Where do all your clients come from? I think, again, we're not perfect, but what, what we've always tried to do is make sure that we we're telling a story online.

Jason · 23:35If you land on our website, it matches the brand and our marketing. If you land on our Instagram page or. TikTok if we have one after I follow up the social media team, you know? Yeah. And then also the flow onto the numbers game as well, which, I mean, obviously this is EP two 50. I, I'm extremely proud of, of the numbers game and the, and the work that we've all done together, because at the end of the day, the results that some of our clients together have got.

Jason · 23:59Over the last 250 episode journey, we have some epic case studies between us, between Innovate and Future Advisory and the magic of coming together to share these stories and these things with, with, you know, our audience through the numbers game. And I can think of several examples where somebody has Googled something and got to YouTube and then picked up the phone and called us.

Jason · 24:20To, to use us as a bit of a trusted voice for a certain service. And, um, you know, that that doesn't happen without putting a deliberate strategy in place. And while not every strategy is perfect, but it is about thinking about why you're doing it and what you're doing it for. And I think, like we've always said with this, it is consistency and it is being human, and it is having purpose and passion and, and genuine care for.

Jason · 24:42You know, the end result and the value you are giving someone. So you know, if you are thinking about social media and wondering what you should be on and what you shouldn't be on, step back. Have a think about it, speak to speak to an advisor as well. If you're, if you're not sure, I mean, that's what people are out there to do and help you.

Jason · 24:56Like a Marty, you know, you could be in professional services and, and you're just looking for someone to, to reach out to and have a chat with, to go, where am I? What am I doing? Perfect example of how someone like a Marty can help you out.

Marty · 25:06I'm thinking, Jace, I'm thinking in regards to how much money's being burnt and that.

Marty · 25:11It's okay just to be, just to be generic, you know, to how much money's getting burned in these areas. And I know they're all gonna come at me by saying that, so, but I go, but I go, I, I just, you know, engagement is a relationship, right? So build that relationship with your audience. Know what solution you or problem you wanna solve and share.

Marty · 25:34Very important, really, really. It have the right intention. Don't be transactional with it because people say, oh, just more, more, more. You'll get out there. You'll get the algorithm. Who cares about the algorithm? It's like you said, it's like our listeners come to us for advice. It's not everyone, but there are, there are listeners that come to us because of the podcast, because we do long form, because we give strategies, we give our perspective as well.

Marty · 25:59Um, and it's. There's, there's real depth to it. And what I, what I realize is that's where the quality of, um, quality of client comes from, is from the depth, not just the generic stuff. And, and I've done it too, like I said before, I've done all the bad things you shouldn't do. I've done all the things people tell you you should do, but I go, what it comes back to is that, is that point of difference.

Marty · 26:24Um. For my market anyway. You know, it's,

Jason · 26:26and, and I, I remember at, at one stage when we had four weeks off at, at some part of the journey, along the numbers game, we had a little bit of time off for some reason. And I got a message from, from a listener who was like, Hey guys. Um, part of my weekly ritual is on this day I walk the dog and I've got the numbers game.

Jason · 26:42My, in my pod, um, AirPods, and I've been looking for the next episode. It hasn't come out. Is everything okay? You guys gonna release more eps? And I was like, whoa. Like this is cool. Right? Like that, that, that was a really nice feeling to know that, you know, we are giving value. There are listeners that care and you know, my call out now is at, at episode two 50.

Jason · 27:00If you've been along for the journey, if you are new to us or if you've been around for a while, my request is to click the subscribe button on YouTube, follow us on Spotify or Apple and share it to somebody else who, who might not be listening. So. Who needs some, some of this in their life, whether it's, you know, accounting, investments, property, uh, financial advisory, you know, this is what we're here for, to, to give back value and we'd love to share with more people.

Marty · 27:22Absolutely. And I just wanna come to Nick, 'cause Nick's nice and practical and straight down the line. What do you think, mate? Because you don't, you don't like to spend time in areas that don't deliver, and I like that about you. But what, what do you think in general, from what you've seen and. And you know what we're talking about today.

Marty · 27:41Yeah.

Nick · 27:42Writing a few things down, um, I had a, a coaching session with a, a new sales person in this business the other day. Um, Victor Marty, who, you know, who's. Gonna maybe start doing some sales and, yeah. Great. Um, anyway, we, he just didn't know where to start and we're talking about LinkedIn 'cause he needs to build his network.

Nick · 28:01And then I said, oh look, let's just have a look at some of the other good commercial brokers and let's have us look at what they're doing. Anyway, the first person I looked at the, I don't know, the first five or six posts was them at some event, just to your point, at a lunch, at an awards night at an event and like.

Nick · 28:20Don't follow that person. Let's find someone else. So I think, um, the first thing is you really need to, to have a system in place where you are actually tracking the success. Correct. And I think that's the ultimate, right? Like, would you rather a big following or a big bank accountant? I know which one we, that everyone would, would, would rather.

Nick · 28:41So make sure that if you've got a lot of followers or whatever it might be, or make sure that you're constantly checking in on that. Um, Instagram or whatever, um, uh, platform you're using, looking at that strategy and going, well, is it actually producing more clients? And if what you're doing is then concur.

Nick · 28:59Keep doing it. So firstly, you need to have a, a method to measure what you're doing. Um, and secondly, you need to really understand what your audience wants to hear. And the reality is on LinkedIn, they don't want, they don't care if you went to lunch. To an industry event, it's actually irrelevant. Um, that, that, and I'm talking about LinkedIn now, right?

Nick · 29:21Yeah. So, you know, I just flick right through that stuff. Um, I do a, and this is crazy, but I do a Friday email and when I say This is crazy, the feedback I get on this is crazy. I'm not saying I'm an expert. Um, this is just an example of, of something that works for me. And Marty, you know this, but every Friday I send an email out.

Nick · 29:41And it's just something that's going on in our industry and I sent it to our, uh, referral partners edit. So it could be, um, sometimes it's about a really good product that we found that week. Sometimes it's about. Sometimes it's about the economy and something I've read that I think's interesting and I'll just, you know, it might be a two page article and I'd get it down to eight points.

Nick · 30:01Um, sometimes it'll be a tip around budgeting, like it's all stuff that I know that people that refer us business or our clients want to hear. I give that email to our sales team and they send it out every Friday morning. So there's that consistency. So that's once a week. Right now, the feedback we get that I get from that, from the salespeople is phenomenal.

Nick · 30:24So the only reason I would do it was not really to educate. It was really to just have a touch point every, um, every Friday. So they kept on seeing us so that if they had a client that needed us, we'd pop into their inbox and it would remind them. But what's been really positive is the feedback on the information we're sending through, and it's all just.

Nick · 30:45Everyday information that people need or that people might've seen an article and gone, I can't be bothered reading that. I, I get it down to sort of six to eight points and it's, it's working really well. And so that's the reason I keep doing it. 'cause there's been times when I've gone, oh, this is a drag.

Nick · 31:01I've gotta find the content for this email again. Then every second month I'll get one of the salespeople go, geez, such and such is love in your email. Keep sending it through to me. That's why they sent me that deal. So I think I, I'm, I'm just really resonating with what you're saying 'cause I can think about it myself.

Marty · 31:18Yeah. I like that depth with the, particularly with the, you know, the. The people you've already established relationships with, giving them something of value. We and you, you hit the nail on the head. It's consistency. Weak in, weak out. Uh, people come to depend on it and, and look forward to it. And like, so think if you're in asset finance, don't be just putting another yellow good on a, on a, on a, you know, thumbprint.

Marty · 31:42You know, talk about how you're working with suppliers and what's working well. And the advantage it is to the suppliers, you know, think about a different angle. You can come in, you know, the same. I encourage Victor to think of a unique angle that no one else is, you know, utilizing out there to build up his strategic presence and the trust as he starts to build that

Nick · 32:02out.

Nick · 32:03Yeah, and one of the things that works well with asset finance is a scenario. This is the deal we got done this week. This is the profile of the client. This is what they needed to achieve and this is what we did. Because then people were reading that going, shit, that's me. I'm gonna give these guys a call.

Nick · 32:18Not, Hey, asset finance $50,000. Uh, we can get you 6.7%. Well, that's great. But everyone else probably can as well. Um, that's in asset finance. Show me how you solve the problem for someone who's like me and small business owner. So, exactly. That's exactly, that's, that's, that's the thinking. And it's gonna be different depending on what you're doing, you know?

Nick · 32:39Correct. If you're someone out there who's trying to, um, trying to be an influencer and sell products, then you need as many likes as you can get. So you've gotta make content that just makes people wanna follow you so you can then sell product. So yeah, each, it's, it's different for everyone, but I think if we're talking about.

Nick · 32:55Our industries or just service-based industries. For me, it's just educate, educate, educate. Because it demonstrates that you're an expert in the field. And then second to that, you need to have a way that is your strategy. You need to have a way to measure it. Um, so you can change it if it's not working.

Marty · 33:12Yeah, it's a fair point. It's like I go back to Clementine with Salt Lab, who we've had on the show. Their marketing strategy around product is astronomical on socials like astronomical. So you see in that context like how that works and it's just mind blowing how good it is. So that's a, you know, again, that's a direct context thing where it works brilliantly well,

Jason · 33:33e e-commerce product to sell.

Jason · 33:35Yeah. You know, social media and marketing is a totally different game to, you know, the, the quality of a professional services and the content. Someone in professional services or, or. Non-tangible products, say a diff different game. But yeah. Perfect example though. If, if you've got a product to sell it, you can get it in front of people enough that they can click and buy also.

Nick · 33:54But, but, but Jace, to your point there, uh, different ball game, but you're going to a professional marketing agency that you're paying money to, so you want constant. Feedback on results. You wanna make sure you're getting an ROI because you've spent the money. Now, I would argue that your time's more important than money that you spend.

Nick · 34:14So if you are out there in the service-based industry, industry and you are spending three hours a week on social media and you are. Your average, um, charge out rate is 300 bucks an hour, then you've spent $900 a week on that hypothetically. 'cause that's time you weren't in front of another client. So if you went to a marketing agency with a strategy, you would want a weekly update with the results, you know, just like Tommy gives us with our podcast 'cause we put time into it.

Nick · 34:38So it should be no different. If you're out there making videos, trying to do it yourself, you should treat it the same.

Marty · 34:43Exact. Exactly. Right. And Clementine did spend a lot of time to get to that point, to get it right too. She put in a lot of time and effort and expertise. Even the way the videos were being produced and the angling to the avatar was, was strategically brilliant.

Marty · 34:57So it wasn't just

Jason · 34:58education. Education was huge. Correct. In getting to that point.

Marty · 35:01And that was their point of difference, which was magnificent.

Nick · 35:04Marty, to your point about not, I've recently unfollowed someone on LinkedIn, um, didn't really know them personally, but, um, in the services industry, in our industry, always putting up, um, content or whatnot, um, about mortgages.

Nick · 35:21Recently went on a holiday and pretty much documented the holiday, and I've unfollowed. Because I'm just, I'm, I'm sure it's great, but I'm not interested, right. Because I don't wanna see that stuff on LinkedIn. Um, I was interested in some of the other stuff that you were talking about, but during your holiday period, I've actually dropped off because I've got sick of seeing it.

Nick · 35:41Um, so I think you've just gotta really understand your, your audience and the platform. Um, like you said from from day one, and then, not to repeat myself, but make sure it's, you can measure it, you know.

Marty · 35:54Yeah.

Nick · 35:54Fantastic lads.

Jason · 35:55Well, guys, uh, just, I don't wanna go early, but save the date, uh, June, 2026. Episode 300.

Jason · 36:05Huge, huge party. I think we tied into our end of financial year party. We'll get guests, we'll be on stage. We'll have real fireworks streamers, we'll have beers and champagne. Uh, we'll get an official date out for the save the date. Uh, but we we're excited again. Thank you to our audience. Thank you to you boys for showing up.

Jason · 36:23Thank you to Tommy in the background episode two 50. Uh, until next time though,

Marty · 36:28we love the audience and love you lads, too. Well done. Two 50 is a great effort for the listeners and our hosts alike. Game over

Jason · 36:37this podcast is for educational and informational purposes only. The conversations are of general nature and do not qualify as financial or tax advice.

Jason · 36:45We recommend before you make any financial decisions, you consult a licensed professional. Individuals on the podcast may hold positions in the companies discussed. ---