Episode 001 – How to market your property sourcing company and get more clients

This is a show where we decode digital marketing for your business! With the emphasis on business. 

SEO, AdWords, Facebook Ads, Landing Pages, Traffic, Lead Generation and all the other digital marketing tools are way to confusing! We simplify digital marketing and make it applicable to your business. 

Welcome to How to market your business, with myself Harms and Kyle. 

Let’s get into the show…

Hello Harms here, on today’s episode, Kyle and I are answering the question…

How to market your property sourcing company and get more clients? 

Welcome to our first show and the aim of this show is to take a business niche and apply it to our BATON marketing model. 

Which we will explain in a moment. 

Now the first few shows will be focused around niches in property:

  • Running a 12 week workshop on this and what to add in terms of extra resources for our students there
  • I invest in property and have a personal interest there
  • Then after this we will start opening it up to other niches that we have researched, had as clients and have consulted for. 


To give you some context we have helped market and consult for:

Property education companies, Property sourcing agents, Investors, Personal brands, Personal development celebrities, Brands and communities, Online education companies, Financial services, Property construction companies, Language teaching companies, Coffee companies, Health organisations, Solicitors, Harley Street clients, Business start ups, Medtech companies, Letting agencies, Nutrition companies, Currency exchange companies, Franchise expansion companies 

And a number of charities including MIND, amongst others.

Which has been incredibly fun and exciting!

Reminder – This is a working guide therefore occasionally we will update it based on research we do, experience with clients or our own business.

So Kyle before we explain the BATON model what are going to be covering today?

B – Ensuring you understand your property niche

A – How to get more clients for your sourcing business

T – The best way to build trust and likeability with your audience

O – Get customers coming to you rather than hard selling

N – Scaling the business, but beyond the scope of this live show

So every show will be focused around the BATON model. We will take a business niche and apply the BATON model to it.

For an indepth look at the BATON model head here: https://bstreetdigital.com/baton/

Let’s get into applying your Sourcing Business to the BATON model and leave you with solid actionables you can do in each section!

Let’s get into the first part which is Business:

Important. A property sourcer is an agent. They sit between two parties as an intermediary. Investor on one side, property owner on the other. We’ll focus on the investors for now. The same analysis can be done for property owners, of course but we’ll focus on one side of the market for now.

 

The most common problem amongst Property Sourcing sites and social is the overemphasis on talking about the company rather than the client. When a potential client comes to a site they are looking for what is in it for them. 

Far too many sites talk exclusively about themselves, their team, their awards, their area etc. This is all important to build trust and authority but this comes after hooking the potential client. 

First we need to like them, then we will check on their credentials. Instead these sites through their credentials in our face, talking exclusively about the company and not answering any questions I may have as a visitor. 

 

By simply taking the time to alter our focus and becoming a problem-solver, servicing our audience and clients, we can out-position most of the sourcing agents online. How do we do this? Primarily by answering questions our potential clients may have. This leads us nicely into the Audience section where we’ll be using education to build trust and generate clients. 

Now the second area of focus should be on AUDIENCE:

Reminder: we’re talking about getting to investors, not property owners right now. 

Sourcing a property through a property sourcer is a big commitment. A low end fee would be around £2000 upon completion. As such the investor needs to have a lot of faith that the sourcer can deliver. 

Building trust is the key here for such a large transaction. The normal way to do this is to have a swanky website saying how good the company is. This is the norm. Clients now (and all internet users) are more savvy than this. It’s far easier to throw up a polished looking website and pretend to be something you are not nowadays. A professional front without the experience or knowledge to back it up. 

Sites that simply say how good the company is, are no longer enough. People will come to the site, flick through it and leave. There’s no real reason for them to spend more time on this site (or social media stream) than any other. 

Instead we can use education to build authority. This is an about turn for many companies. Instead of simply saying “we’re good at this, we really are” we instead SHOW our expertise. This is something that comes across really easily in face to face selling that many companies fail to translate to online. 

Show your expertise. Teach people about finding great properties. Tell them about how you do it. What are the best areas to be investing in right now? What about recent tax or legal changes? This is day to day stuff for you as a property sourcer because you live in this world. For your investors though you are a goldmine of information. 

We use education to build authority. Being an authority in a particular niche means you gain trust. You are known in that niche for what you do. 

What about giving away “secrets”? 

Unimportant: information is free nowadays. Most information is available online if you look hard enough in forums and YouTube. And here’s the rub – there’s a huge difference between you telling someone how to do something and them actually doing it. People are not doers by and large. Those probably aren’t even seeking your services in the first place. Therefore we risk nothing and gain everything by “opening the kimono” and showing off our expertise and knowledge. 

What sort of content should we produce? We simply see what questions investors ALREADY have about the topic and answer them using our expertise. 

So the next stage would be to research what people are asking us.

We can gather this information and questions that are already being asked from a number of resources. For example, we can search the most popular questions and answers on Quora, a question asking social network.

Another way to research the topic is a search on YouTube. Where you can gauge what type of content is being created, but more importantly what type of content is popular.

Based on our research the market is currently open for a property sourcer who wants to build trust amongst investors. 

So the students who are coming through our Building Businesses Online Property Workshop are going through this process in detail and getting to the point where the content is produced and published with 1,000’s of views per video.

Next in the BATON model is TRIBE:

Building up an audience of investors who know about our expertise is great. But it’s only the first step. We want a group of fans who want to hear from us, who trust our opinion, who actually want to know about what we’re offering. 

We call this group of people our Tribe. 

We have permission to market to them because they’ve opted in to receive the value we provide them. By providing them MUCH more value than we ask for we can further the relationship of trust. 

Eventually when we do make an Offer to them we don’t even have to “sell” them on it. If they’ve been following what we do and trust us the sales process has almost been completed. It’s just a matter of making solid offers to this group of people over time. 

Other property sourcers online focus on the one and done sale. “Come to our website or social media, hear what we have to say about ourselves and buy our services.” This is a very ancient and expensive way to get our message across. 

Instead we put our valuable content to thousands of people, attract hundreds who want to actually hear from us (our tribe) and then make offers which brings in a steady flow of business. 

At this point the best thing you can do is to add examples of existing groups, existing tribes, which you can join and model. 

Does the demand exist, are these groups providing value or just selling, what can you learn and improve on when creating your tribe? 

There are a few places to look to find  existing groups and tribes 

First up the online platform www.Meetup.com is a good source for in-person groups. 

Another solid way to find existing groups is simply to google “property investment + forum” or “real estate investment + forum” and see what comes up. Look for vibrant forums with large numbers of members and recent posts. 

In the UK Property Tribes (https://www.propertytribes.com/) it’s the largest and in the USA https://biggerpockets.com is dominant. These are places where you can begin to build your brand and tribe initially. 

Similarly LinkedIn has groups for certain business interests. 

Next is the exciting part for most business owners, bringing in the cash. So let’s discuss the OFFER stage: 

Once you’ve worked out your business messaging, reached your audience and started to build out your tribe it’s time to start making offers. 

Normal property sourcing companies will immediately jump to the offer. Check out these Google Ads from a search for “property investment london”: 

 

No interaction, no foreplay! 

Simply, buy this property now! Here’s the price, here’s the ROI. These offers aren’t targeted. They don’t know who I am or what I want. One even offers me investment properties in Liverpool despite the fact I’ve speci cally mentioned London! This is wasted money as each impression of these ads costs money. 

Instead when we move from Audience and Tribe to Offer we use a tool called remarketing. 

Ever looked at a knitted Power Rangers tea cosy on Amazon and then for the next 2 weeks been followed around the internet by green power ranger Tommy’s face stretched over a Royal Dalton pot? Of course you have! 

This is remarketing. Basically Amazon knows what you’ve looked at and retains this information. It then continues to display the product or similar products to you on Amazon as well as around the internet! 

You might see product ads in Google searches, on the sidebars of random website or even popping up in your Facebook feed. Creepy? Yes. Effective? You betcha. 

Once we have attracted an audience and built a tribe we can use remarketing to begin sending tailored precise messages to these people. And we know that because they are in our tribe they don’t mind. 

They’ve watched hours of our content, signed up to our email list and attended one of our webinars. When we therefore come forward and show them an offer it’s not an intrusion, it’s another touchpoint with our fans. 

As an actionable right now what do you need to do? Well, not much! If you are producing 

videos (especially on Facebook) you can create Custom Audiences from anyone who views you content. In fact we can select how much of the content the person must have watched to be included in this custom audience. 

The lowest engagement is 3 seconds. Even at 3 seconds they’ve at least seen our face and branding (if the video is set up properly!) and will be more statistically likely to engage with our Offer. 

Right now therefore there’s no immediate action you need to take. Simply continue to create content, put value into the world and build that audience. When the time comes to make an offer of a particularly good investment deal you’ll have this remarketing asset ready and waiting for you. 

Don’t be like the example above trying to sell me a Liverpool property when I’ve quite specifically stated London! Go for the sniper approach not the blunderbuss.

Actionables for you to do immediately to improve your online marketing within each section of the BATON model:

Business:

Actionable – Check how you talk about your business. Check the prevalence of WE, US, I, ME, MY vs. YOU, OUR CLIENTS. How is the weighting. Are you talking about what you do or what you can do FOR your clients? Small but crucial difference. 

Audience:

Actionable – Use Quora and the other tools we have put up in the show notes to start identifying what PEOPLE ARE ASKING FOR rather than guessing!

Tribe:

Actionable – Go and research other tribes around your property niche. Look in places like the US where real estate has a strong established footprint in terms of businesses and marketing. Be inspired and model what they do best. 

Offer:

Nothing at this stage, the focus should be business as usual whilst creating content that your audience wants to hear and move them into tribe.

Thank you for listening to today’s show!

Often we get asked by our listeners, how else can we get support. ‘We love the information and it is helping my property business, but I am not an online marketer, I am a property investor, what would be my next step?’

It’s a great question, so here are the different ways we currently support business owners.

How will we support your business?

In addition to creating these short guides for property entrepreneurs (which we will periodically update) we have here the different support options to help implement what you are learning as quickly as possible.

The support options available to you now, are varied depending on your starting position, budget, time capacity and experience. 

These choices are not to take away from the guides, but instead to save you time and point you in the right direction.

IMPORTANT NOTE: These choices are not to overwhelm you. However to support you at whatever you stage you at and to suit every budget. The primary goal should be to work through what you have learned today. Then come back and select a support option that best fits your need. If unsure. Just talk to the team on the chat app in the corner. 

Support options:

FREE GUIDE: A comprehensive guide which will help you get your property business online quickly with little technical knowledge required.

Ideal for: You have a small budget available monthly, and the tool we show you has a low monthly price and requires very little technical knowledge. You have time to work through the guide and do the work yourself.

Not ideal for: If you are limited on time and cannot work through this guide consistently. It does have a learning curve and requires you to complete some tasks in order to get your property business marketed online.

To read the ultimate guide on:

An Easy Free Step-By-Step Beginner’s Guide To Market Your Real Estate Business Online

Get reading this FREE complete end to end guide here >>


HAPPY MEDIUM – INTERESTED IN LEARNING: A 12 week programme designed to help new and experienced property investors market their business online using tools that work today.

Ideal for: People who want to take control of your online marketing and build your brands presence online. If you want to ensure your property business is using the best online marketing strategies that work today. Get us to guide you through the process and answer any questions along the way. This programme is suitable for Property investors, sourcing agents, public speakers, mentors and coaches and more. 

Not ideal for: People who are experienced in digital marketing. Do not have a property business. Have a property marketing model that already generates them leads (it works, don’t reinvent it).

Get the competitive advantage and learn more about the 12 week programme here >>

DONE FOR YOU SERVICE: The work in this guide is done for you. From start to finish.

Ideal for: If you know exactly what your property business is. Someone who is busy building the property business and knows they need to take it online to expand lead generation and brand awareness. You have a budget towards investing in your property brand and online marketing strategy.

Not ideal for: A business that does not yet have the budget (Use the free guide below instead). Or you are not sure how to define your property business.

Learn more about the done for you service here >>

Feel free to refer back to this section or talk to the team in the chat app. Not sure what is right for you? Again, talk to the team via the chat app in the bottom right of your screen. 

On that note, we hope you enjoyed todays live show on getting your property business online and generating leads.

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What is a Tribe and How Can One Change Your Life

What is a tribe and how can one change your life? | Part 1

At this point in our course, this is where your hard work starts to payoff. This is where you start to identify people from the wider net. The audience becomes more focussed. 

The right people start to engage with you, converse with you, start knocking on your door and start to say, hey, I am trusting you, you are an authority and expert in this area and I want to speak with you. 

In this section we will be reviewing, but then adding a bit more meat around the bones on what a tribe is and how to build one.

A reminder of where we are in the BATON system – we’ve covered business, we’ve covered audience and how to attract the audience’s attention. And now we’ve attracted the attention we are going to be qualifying demand and qualifying our tribe, and basically taking the people naturally from the audience who resonate with us, are now moving over to the tribe.

So think about it as cold and warm, so that’s where we are in the BATON system.

Again the system works for any business offline, online, start-up, existing business, very large business. The principle is underlined by business, marketing and trust.

Those fundamental principles do not change the model works and it’s very, very simple to be used at any stage.

One of things I like to do with my students on a one-to-one basis is literally write the words BATON across the piece of paper. After a quick discussion ask them to tick where they think they are, where their business currently is. And a lot of the time the business has a tick in the B section and a tick in the offer section and they realise they don’t really have an audience, and they don’t really have a tribe or community.

The tribe and community is a big one. 

And let’s now dive into the tribe and work out how we can harness, nurture and enhance the tribe so that they are ready to buy the product and service that we have to offer in the very near future.

What is a tribe and how can one change your life? | Part 2

So what we have spoken about in this tribe introduction section before we dive deep into the how to part, is the tribe have moved to an audience to a community of people who trust you, follow you and they just care about what you have to say and what you have to offer. 

We’ve introduced two different philosophies. 

The philosophy of 1,000 true fans, selling the product on an annual basis to 1,000 true fans, to live out your financial goals and dreams. And also Seth’s idea of what a tribe is about people connecting to an idea, a leader and a community.

So we’ve given you two different philosophies of what tribe is, and we subscribe to both. We love both philosophies and that’s why we wanted to share both with you.

The tribe will ultimately be closer than the audience stage to buying what you have to offer. 

So my question I want to leave you with is:

How would your life change if you had 1,000 true raving fans which you could sell and they would buy your product willingly without the hard sell?

How would your life change and what would you do with that revenue?

How would that change your family life?

Would you travel more?

Reduce your work hours?

Would you go and be eager to get into the network stage of BATON and expand to take  level two, three of the BATON training. 

What would you do in your life?

And that’s a question I want to leave you with for this section.

What is a tribe and how can one change your life? | Part 3

In this introduction section for the tribe, and remember we are in the third stage of the BATON model now, I want to readdress and just remind yourself and maybe flick back into your notes on:

What were your life goals?

What were your revenue goals?

Why were you building this business in the first place?

Because this will make sense in second. 

So once you’ve got that in mind, maybe it’s £50,000 a year, 70, allow you to go on more holidays, £100,000, maybe you want a quarter of a million-pound business, which will require more work absolutely doable. 

So now you’ve got that in place let’s talk about the philosophies and the principles behind tribe and we are starting with the principle of a thousand true fans, which is a famous article published by a gentleman called Kevin Kelly, tech entrepreneur. And his explanation is to really have anything you want in life, whether it’s selling products services, traveling, whatever it is financially all you need is a thousand true fans. 

I believe he uses the example of a band. The band has got no intention and maybe they won’t be global superstars, but they get a cult following, and that cult following comprises of a thousand waving fans. These raving fans will buy anything you sell within that year. Every time you release something so again, if we look at the maths that we spoke about previously we are selling £100 worth of value, it can be multiple items, it  can be one item to a thousand people. Your tribe, your one thousand true fans and that will generate a revenue of a £100,000 and £100,000 plus over the year.

So that is the principle of one thousand true fans another way to describe these people within your tribe are people who care, people who trust you. People like you work, love your work. Want to see more of what you produce and are willing to pay for it.

Another explanation of tribe which I love is from a marketing expert guru. One of the foundations of marketing and digital marketing. Also the foundation of permission marketing is a gentleman called Seth Godin. I encourage you to go search out his blog, Seth.blog, fantastic blog. And I’ve learnt myself lots of life lessons and insights and marketing insights from that blog. 

What he says is a tribe is a group of people connected to one another, connected to a leader, connected to an idea or connected to a community. That is his definition of what a tribe is, and I love that definition, we cultivate a community, we nurture  our community. We work with the community. We are involved in the community in a place called Growth Tribes.com, I’ve mentioned it a few times. And it’s a place of personal development. So in terms of Growth Tribes being a person development community as an example. In this situation the idea is there’s a group of people within the community that people are connected to. They love the idea of personal development and are connected to a few handful of leaders, and the growing leaders within the Growth Tribes community. And you will get to meet those people as you come and join us.

Now how do we nurture and how do we move people from the audience to the tribe?

Well there are multiple ways to nurture your community and tell them where you live, tell them where your home is, and tell them how to conversate with you. There’s social media. There are websites, there are forums, there are chat apps. There are physical locations like places like meet up which Kyle will also be talking about, but the easiest method again laser focused, we are going to have our focus on level one of the BATON part of the training. We are going to expand on it in the future but to get you started, is a Facebook group. 

It sounds simple, but there’s actually a lot of work that goes into creating a group and then nurturing the tribe within the group. It is easy, but it’s not as simple as it sounds. And our Growth Tribes community is an example of that, to cultivate that community is a full-time job and it’s a passion job. And there is a whole bunch of people personally developing, growing and expanding their life and becoming the best version of themselves, just like you are doing in this training. 

So on that note, with that understanding of what a tribe is, let’s summarise and start to allow you to learn how to set up your own Facebook group and start to nurture your own tribe.

 

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What Is The Single Greatest Risk When Starting An Online Business?

Whenever we are starting a new venture, whether it’s in business or a personal project, there is always the risk that it’s not going to work out the way that we thought it would. 

Let’s use the example of building a house or investing in property. The risks there are multifarious. There’s capital risk – we can’t get the money together. There are cash flow risks – we might have the money, but we don’t necessarily have it at the right time to pay builders, for example. There are also legal risks – I might not be able to get planning permission for the extension I want to add to the property in order to increase its value. There will be personnel or HR risks – people I work with, might not be honest. Or maybe they’re just not very competent and money is lost through this. There are also time risks – it might take longer than I thought it would. 

These risks all increase the liklihood of other risks. The risks that I want to talk to you about today in reference to online business and digital marketing are product risk and market risk. 

Product risk is the idea that I put something out into the market. I send it out to people and they just don’t care. They don’t buy it. They don’t particularly want to know about it and the product that I’m putting out there is just not something that is of interest to them. Therefore, you might end up with a warehouse full of inventory, full of useless widgets that you’re never going to be able to sell. This is product risk, and specifically inventory risk in that example. 

The big risk, though, and this is the risk that I think underlies nearly everything else is market risk. 

Market risk is the risk that a market does not exist for the product or service that you are offering. Now a lot of people think, oh but my product or my service is so innovative that I’m going to create this market. I’m going to take whatever I have out to the world, people are going to love it and they’re going to flock to me.

It doesn’t really work that way; it will work if you are a massively innovative company like Tesla or Apple. But even in those examples, the electric car and the MP3 player existed before these innovative companies came in and kind of locked down the market in their respective areas. 

Market risk is the cause of most businesses failing. You’ll hear these figures like nine out of 10 small businesses fail. The main reason for this is the market does not exist to support the vision that the business owner has in the first place. And despite this special traditional business brick and mortar high street businesses, the business owner, the entrepreneur will invest a lot of money, invest a lot of time, they might get themselves into a lease and commercial leases are normally a couple years long and very expensive. They will buy all of their equipment and they will spend a lot of marketing; they’ll hire staff and then they open their doors. And then they hope people will come to them, but they don’t necessarily know that the market exists before this point, which means they’re fully invested. But with this hope that once they build it, they will come, the customers will come. The problem is they don’t. 

Often the market does not exist, and all of the entrepreneur’s, or the business starter’s dreams were based on what he or she thought would work in the market. 

BUT there is an alternative to this, and it’s called lean start-up methodology. There’s a great book summarizing this method called ‘The lean start-up’ by Eric Luis. There are also many, many resources about this online if you look it up.

The basic idea of LEAN is instead of staying in stealth mode and developing in secret, without reference to your customers, without reference to your market, you start the creation process without the end in mind, instead you start WITH the market. You start with your customers, so you start putting out content. You start putting out minimum viability products (MVP). 

These MVP are the simplest form of the value that you’re going to be offering in the market, without you having to invest huge amounts of time, money and effort in creating it. If you use an MVP to test whether or not there is any need for this in the market, we spend a little bit of time thinking about how we can create a test of our value, we get it out to the market, and we actually see how real customers respond. 

So, all the theorising, all of the market research doesn’t matter until you get your first pound, or your first dollar in the door and when somebody actually gives you the cash. 

There’s a famous example from market research – the Sony Walkman. Sony brought in people from market research and showed them a range of Walkman in different colours or stereos. They had a yellow one, a bright red one, a bright green one, all these different colours and then the normal black one. People in the market research study they said, “oh yeah, I like the yellow that’s really vibrant, that’s really summery, that’s really me.” But then at the end of the market research project when everyone was offered to take one home for free, everyone took the black. So, what people say and what people actually do, especially when money is involved, is very different. People say one thing and then act in a different way. 

Until you have an opportunity to take your product to market to have people actually open their wallets, you don’t know whether your idea, your product, or your service is going to work. So, we use the lean methodology, we use this assumption that we are ignorant, and we know nothing. And instead we go to the market first, we ask them whether they want to buy a product and if they do then we go ahead. So, that’s lean methodology and that’s what we are going to be applying through the BATON course.

One issue with lean methodology that a lot of people push back on this, they say well that’s going to decrease my profits out of the gate. I want to open large; I want lots of customers, I want to be able to sell large number of units and make a lot of profit in a short amount of time. Fine, I get that. The problem with that is you expose yourself to risk, and you expose yourself to the possibility that you’re going to take a huge loss which is going to knock you out of the game. 

The idea of lean methodology is, you yes decrease your initial rewards. But you’re also decreasing your initial risk, your market risk. And that allows you to stay in the game for longer, using an analogy from poker, you might start by making small bets and then making small losses in order to kind of feel your way around the table, to know the strategy of the other players. To see how they play, how they react, to see if they have any tells. 

During this discovery phase you make small bets and you make small losses. That’s fine because you’re still in the game. If you go all in straight away, and bust out in the first couple of hands, then you are no longer in the game. You cannot keep playing. This is what a lot of small businesses do. So, the BATON model is built on this incremental approach where at each step we are going to make sure we’ve got all our ducks in a row, before we move onto the next. 

We are going to make sure there is a market for what we are going to be producing. Then we are going to make sure that the product that we will be producing makes sense for that market, and so on, and so on. Yes, it’s slower. It is more incremental, the big profits come further down the line, but we are also decreasing the risk. We are allowing you to continue to incrementally build this business over time. 

The way our BATON system works at the moment  is by going through three different levels, and it goes through a business, audience, tribe, offer, network in each of these levels, and it slowly builds upon itself. This does mean, yes, the training spread over a longer period of time. But this isn’t necessarily to sell more courses. This is instead because I know if I was to give you all of the information, you wouldn’t act on it. It would be overload, there’s too much information and no clear path through it and you’d just see all of the technical stuff, especially the third level and think no way. 

Instead we start slow. We make sure it’s actionable. We make sure it’s stuff you can actually do and see the results start to actually see revenue coming in, start to see audiences, start to see your tribe building up. And then move it to the next stage.You won’t do it if I give you everything. Even if you do do it, and you go all the way through the training and you produce everything that is needed, you are increasing your risk massively. By not incrementally stepping through the process and reducing risks one at a time. 

We are exposing ourselves to a giant risk, which is you might go all in, spend £20,000, producing your product on advertising, on a beautiful website, etc but you haven’t tested your idea. You haven’t gone to market early enough and when you go when you open your doors, people don’t come to you and you’ve lost money, you’ve lost that time. And you are more likely to say, sod this, online business doesn’t work and leave the game. 

That’s capital risk, that’s time risk, that’s market risk, that’s everything. All the mistakes that a lot of people make within the brick and mortar business, and we are not going to do that. So, incremental slow and steady, actionable, and then building from there to a larger online business. That’s how we are going to be doing it in order to reduce the market risk and to allow us to actually build a sustainable online business.

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Find Out What Most Digital Marketing Courses Don’t Teach You

I want to talk to you about two terms – online business and digital marketing. These are two terms that are frequently used interchangeably. They are not at all. 

Online business sounds fancy. However, it’s just a business that predominantly operates online. Nowadays this means a lot less in the day to day, because so many businesses that work in the traditional offline world are now moving online, so it is very difficult to find a business that has zero online presence. The distinction between online business and business is becoming less and less clear. 

Digital marketing vs marketing is similar to online business vs business. Marketing is just a tool, a way of getting out to people. Finding the right people who will want to buy our products later and then delivering a message to them. That’s all marketing is. Digital marketing is just a type of marketing using digital tools. 

These tools could be online, such as internet advertising or they could be offline, like a digital billboard. You might see a billboard that changes between different screens. That is offline technically, it’s not internet related, but still digital marketing. 

Again, the distinction between digital and nondigital is really doesn’t mean anything anymore. We still have traditional marketing tools, like newspapers and TV adverts. But the basic core concepts of these tools are the same as digital marketing, it’s just through a different medium.

When we do talk about online business we shouldn’t get confused from all businesses. And when we talk about digital marketing, we shouldn’t get it too confused from everyday marketing.

Nearly everything is online now and because everything is digital or increasingly digitised, it really doesn’t make that much difference to distinguish online business from business, or digital marketing from marketing. So if it helps you deal with it just think about business and marketing, and then that’s going to make your life a lot easier.

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What You Need To Know About Online Business

Starter Guide: What you need to know about online business | Part 1

To summarize earlier blog posts and videos, we are going to be teaching you all the skills you need to get to a position where you can generate revenue from a business you build online. 

One of the things you may need to come to terms with is sidelining perfectionism. While you certainly want your product to be high quality, it does not need to necessarily be ‘perfect’. Waiting to release your product or service when you deem it perfect can hinder production. 

For example, we’ve had projects and products delayed for months, even over a year, because we’ve strived for perfection. But at the end of the day, that perfectionism has been a block for us. In our opinion, it’s just been fear in disguise. It’s saying, I can’t put this work out to the world because what will people say about me? What are they going to think about me

The first level of our BATON (Business Audience Tribe Offer Network) model is designed to help you overcome perfectionism. We are going to be implementing steps fast. We are going to be testing your product fast. We are going to be asking your online community for their opinion sometimes before a product is ready. What this allows you to do is very quickly improve, improve, improve your product to a point where you can sell a £100 product to 1,000 people. The product is high quality (not necessarily perfect), and the natural marketing affects take place. 

So, my question to you is, are you willing to do the work? Are you willing to get rid of the feeling of perfectionism? Whatever has been holding you back in the past, if you are willing to do the work and answer to the question is yes, then let’s get started. And let’s get learning.

Starter Guide: What you need to know about online business | Part 2

When considering business as part of the BATON model we need to consider some key questions. So, these questions are as follows:

  1. Who is your marketplace?
  2. What is the marketplace?
  3. How do we reach that marketplace?

The answers to these questions don’t necessarily have to come in a certain order. Additionally, we’re going to be walking you through how to arrive at these answers.

So, the first thing was, who is the market? The second thing is, how to reach the market and then the third thing to consider is, what is the message? 

What is the message that we want to give to your customers? What is the change that we want to create for them? What are we promising in that marketplace that we are going to deliver? Then we can work out either in advance, or at this stage, what is the product or the service. What are we going to offer them? What do they want? What do they need? Don’t forget those elements. Is there a need and want for our product?

What we don’t want to do is put you in a situation like Dragons Den. You walk through the doors and enter the Dragon’s Den. The Dragons are sitting there in front of you and they say, “okay great start telling us about your business.” And then you tell them, I spent the last two years developing the product. I’ve invested X amount of money into the product, and I’ve got some passionate people involved in the business. 

The dragon asks you, “Well have you launched yet?” No, no, we haven’t launched yet, what we are doing is we are focusing on developing this perfect product. They really want this perfect product and they present this to the Dragons. The Dragons sort of deliberate and they say, “We love your passion, we love your enthusiasm, but in our experience, we are really sorry there is not really a marketplace, or a need for this. Nobody wants this, nobody needs this.” 

So what happened in that scenario is, you’ve invested so much money, invested so much time into something in the hope that somebody wants and needs it. So what we want to do is not put you in that situation. We want you going into the Dragon’s Den with a successful revenue product, and all you need from them is a cash injection, and their expertise. 

Now, let’s reverse that model and begin talking about finance. What revenue model are we going to consider? Is it subscription model? That’s very popular at the moment. Is going to be you selling products online, direct to customers? Are they going to be B2B or B2C? Are you going to have contractual based products? Are you going to be billing people on a quarterly basis? Do you sell them a small product in advance, a medium-sized product, and then a high-ticket item down the line? Or are you selling them a high-ticket item first and keeping them on a low-cost payment plan going forward. There are so many different revenue models, and that’s something you’ve got to consider at the business stage.

So, these are the points. Like we mentioned earlier, the answers can be in any order, in any timeframe. But the key is how to look at those key points and do the research in advance.

Starter Guide: What you need to know about online business | Part 3

We have spoken about the key parts. And we are going to focus on what matters. 

When building a business there are hundreds of questions to consider, lots of things to put into your business plan. However, let’s just focus at this stage on the online world, and on the most important questions. To answer those question, in the next blog post and video Kyle is going to show you how you work through that process. 

Just think about it like this: you don’t start a hundred metre sprint without doing the training and the warmup. This is the training and the warmup before you sprint, get to the finish line and collect your reward. 

So, that note let’s move on to the next part.

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How To Build An Online Business Empire Step By Step

The course that we are teaching now is level one of a three-part course. The whole thing is going to take you from zero, to owning an online business. An online business in which you create and sell your own products, and you even have other people selling your products for you. 

We are not going to jump straight into that because there’s a lot of foundational work that needs to be done first. A lot of people make the mistake of spending far too much time building their initial product, and then launching out into the world and hoping for the best. 

Instead of doing that we are going to build up a community behind your brand. We will start by capturing the details of that community, engaging with them, learning what they like. We will get that community involved in what we are creating and then launch a product based on community feedback. This is an alternative to staying in stealth mode for years, creating a product and then hoping that it is going to be the right product for your audience. 

Let’s begin with level one, building the foundation. This is when we get the basis of our business in place, and work out what the value behind our proposition is. We are going to focus on building a name for ourselves, and finding people who actually care about our brand. Then we will convert these people into sales. 

Primarily, we are going to use social media to connect with this audience. We will use social media as a tool, via platforms like Facebook, Instagram, Google, and YouTube. We will tap into the existing audiences on those platforms, and show that audience what we have to offer. 

In level two, we will examine where our product will live. We’ll already have an audience on a platform like Facebook or Instagram, and then we’ll graduate to a home for our product. This home will likely be our website. The website will be a hub for all of our content, and for our community. We will converge all of our social media channels, our online shop, and our content. 

A lot of businesses they do this the other way round. They build a website first, and then worry about getting people to it. Instead we are going to build an audience and then build a website to take people to. We are flipping the normal process around. And we are only going to bother to build a proper website, a proper blog, when we have enough audience for it to be worthwhile. And when we have enough content to fill out this hub. We are not just going to start off on a blank page and hope for the best.

In level three, we will be taking feedback from our audience (or now our ‘tribe’, and producing purpose-built products based on our community’s feedback. We will hop into places like Facebooklive, or comments on our blog posts, to tailor our product to our audiences needs. For example, we may deliver a training on Facebook live, and use feedback from the training to refine our existing product. We will be building something with the help of the market, instead of building a product in secret, releasing it, and then realizing that the market didn’t actually want it. 

When we do build the product, we are going to use something called LMS. LMS is a learning management system. You might have seen something like this before, on Udemy. Or if you’ve ever bought an online course it’s where you have various videos, text, PDFs and audio files all within a website. You can go from one lesson to the next, so unlike YouTube, we can go anywhere and see anything. In LMS, again that’s a learning management system, it’s a very nice way to contain educational content that you are then delivering to your audience. 

For a lot of the businesses that we will be building using the BATON method, we are going to be focusing on the end result of educational material that we deliver through an LMS. That’s not going to be the ultimate sale. We can have webinars, we can have workshops, we can have consulting. We can have retreats; we go anywhere with our sales funnel. But having a core product that is educational and built within an LMS that sits inside your website and is driven by your social audience, that will be the stepping stones that we are building. 

Don’t worry about the big picture right now, just trust that we are going to be building solid foundations first, then stepping up building our own home online, our own hub to bring our audience to. And then from there, based on what our audience actually wants, we are going to start to produce products. And again we are actually going to be producing and creating revenue at every stage, level one, two and three. However, level three is really where we drive our revenue and profit. 

This is an overview of the whole journey we will be taking, and each of these levels can be done in a month or two, depending on how much experience you have. So the fact that there are three levels, don’t let that dissuade you from thinking, okay, this is doable. We are just going to start slow, and then once you have your confidence we are going to move to the next levels in sequence. I hope that makes sense and if not drop us a comment and we are happy to go through it with you.

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Free Course on How to Make Money Online Now

Building Businesses Online | Complete Free Course | How to make money online now | Get Started

Welcome to this digital marketing business master class.

This course will teach you how to build your business online, and more importantly how to generate an income. You will also learn how to use the BATON business and digital marketing model, one in which you can use again and again in order to increase success with your chosen business. 

The course is split into different parts, and at each of the different sections they will introduce to you an action point, one in which you will need to undertake in order to move your business forward. These teachings have come from Harminder Toor and Kyle Balmer, founders of B Street Digital.

Harminder will cover the explanations and will simplify the complex subject that is digital marketing. And Kyle will cover the technical how to’s and later on will introduce to you advance concepts part by part. 

Just to give you some context, Harminder Toor and Kyle Balmer, along with other company founders, have launched several companies. They are hosts of a business marketing podcast, and most importantly, they share a genuine passion to help people get their online businesses off the ground. They also introduce online marketing to off-line businesses. They both share a huge entrepreneurial spirit and are teachers at their core, so don’t worry you are in safe hands. 

So, just to summarise this course will take you from zero, i.e., having no customers, no revenue, and even no business, all the way to a business that has revenue and customers. By learning how to use the BATON model you will be able to increase the chance of your business’s success, and this model you can use time and time again for any chosen business. 

So, are you ready to learn how to start your online business and marketing course? Then let’s get you started.

Building Businesses Online | Complete Free Course | How to make money online now | Part 1

Welcome to this complete digital marketing business course. I want to highlight the word ‘business’ for you. Because digital marketing is a phenomenal tool. Let’s treat it as a tool, and I’m going to teach you how to use that tool in this training.

The underlying foundation that we’re talking about is always going to be business. So, online business is still a business. And this is one of the biggest misconceptions out there, within other digital marketing courses and seminars that you may have gone to in the past. 

One of the key things to remember period, throughout this course, is that digital marketing and business coincide with each other to then produce a positive result. In this training we are going to teach you how to use these tools and techniques for any business. If it’s a start-up. If you have an offline business and you’re bringing it online. Or if you have an online business currently, and you want to expand it. We are going to be showing you a model which works for any business. That model is called BATON. But that will make more sense later on into the training.

Let’s give you an example of what you can expect in the course. What you can’t expect is tools, tricks, hacks, without the underlying explanations and technical elements to put it all into place. So, if you’ve gone to the internet in the past and saw top 10 hacks to improve your SEO, or the best landing page optimisation, these things are all great. But they assume that you currently have a business or a product in place. So, if you’re currently running a blog these tools are amazing.

But what if you are a very busy business owner? You don’t necessarily have the time to learn these tips, tricks and hacks.

So, what we are going to be doing is splitting this course into two parts. I am Harminder. I am a multi business owner and love teaching all of the tools and lessons that we’ve learned while building our own business, while managing our clients’ businesses’ marketing, and while managing other internal projects that we work on. 

My skill set is in explaining it and making it simple not only for the lame man, but the business owner. I break down what my business partner Kyle will be going into in further depth. Kyle is a digital marketing expert. He has an MBA and has been using that MBA for many years, not to work for the big corporations, but instead start his own businesses. 

So, we are going to be doing this in two parts. There’s going to be an explanation and a simplification part which I will be handling, and Kyle will be handling the technical expertise. 

Let’s discuss what we will be covering in the BATON training.

Building Businesses Online | Complete Free Course | How to make money online now | Part 2

I suggest that you get a notepad and pen ready. During my sections, I’m going to be talking a lot. I’m going to be jampacking a lot of information in, and that’s actually representative of this course in a whole. We are going to be packing so much information into a short space of time. So, especially for my sections, have a notepad and pen, or however you take your notes, ready and as I talk through my sections, definitely capture notes. 

Kyle’s sections are more methodical and technically based. So, you may not have to take notes on those sections, and instead put his suggestions into practice as you follow along. But you can go back and watch our videos and read our blog posts again and again, because once you understand the principles that I’m explaining, Kyle will show you the how tos. You can just go back and check in with those videos until you have the fundamentals down.

Let’s now focus again on an online business, being a business period. Oglivy, a marketing genius, describes in his book that all forms of digital marketing in the future, very near future, will just be referred to marketing. So, you’re going to slowly see the words offline marketing, online marketing sort of merge, and there’s going to be no barrier. Because so much of large companies’ and small entrepreneurs’ marketing budgets are starting to move mostly to online marketing. 

And what does digital marketing even mean?

It means Facebook ads, banner ads, Google pay per click, ad words. Spending money on websites, content creation, grabbing people’s audience attention. A lot of money is being spent online. Ultimately, in this training the core concepts of business and marketing will remain untouched. 

If you are studying marketing generally, those principles remain untouched when you cross into digital marketing. 

So what is OUR training all about?

Well it’s split into three levels. The training you are watching or reading currently is level one. What we are going to be covering is a unique model that we’ve been using on our own digital marketing clients for many years. Through trial, through error, through working with clients, and through systematising our own business, we have come up with this model. 

Yes, you’re going to learn how to build an online business, but fundamentally we are going to bring income and revenue into your life. And that’s one of the reasons you’re starting this. Whether it is a charity, whether you ust want to change your lifestyle. That’s the core of this and you’re going to be leaving with those skills. 

So, the model is called BATON. And BATON is a sequential model that you can take any product or service offline or online through towards a positive outcome. The positive outcome can be financial, it can be revenue, it can be profit, it can be charity donations. It can be building your own personal brand, or it can be fundamentally just sharing an amazing positive message out into the world. Taking a stance and changing a culture.

Let’s discuss what the three levels are of BATON before we talk about the model directly. The three levels are basically an escalation process as your skills and learning advance. 

Level one is purely the start. It takes you from zero to one and equips you with all the skills you need, and then also sharpen your tools. When we get to level two, we are going to be expanding on those skills, and we are going to be adding more tools to your tool belt, so that you can really start to expand your reach and increase your revenue. Level three is where we scale the business. In level three we prove the model, we have a product that is successful. People love the product. People continue to knock on our door and say, “Hey, I want this product, I’m willing to exchange money for your product or service.” We are now in position to scale. 

Honestly speaking, level two and three are at this stage out of your reach, even if you have a current business that’s live. This process may be reverse engineering some of the marketing stuff you’ve done in the past and reconfiguring it into the BATON model. 

Moving into the BATON model – It’s essentially a model that we have created after many years of consulting with clients about their digital marketing strategy. 

Let me break down what BATON means. Like we have said previously, B in the BATON model stands for business. Business is the fundamental underlying element you have to start with. 

Do you have a minimum viable product?

Is there a market for your product?

Is a need for your product?

Do people want it?

What is the market size?

What is your product niche?

Who is your target audience?

All of that has to be considered. And if you’ve done an MBA course, or a business course, or even just picked up a business book, fundamentals from there will be applied here. And this is why level one is important, because we start to form your product around the marketplace and determine if your product is viable. 

Once we have a viable product, we now move onto Audience. And audience is very exciting. It’s often the part most businesses skip because it requires creativity and sometimes a lot of hard work and preparation, without seeing the rewards immediately. So, what does audience mean? Audience means attracting an audiences’ attention and showing your product to people out there, essentially getting eyes on your product. Think of audience as spreading a wide net to then determine who are your right customers. So rather than guessing, you can put specific products out into the world and then the right people will be drawn to you. 

Now once we have attracted the audiences’ attention. We move over to Tribe, that’s the third component in the BATON model system. 

So what does Tribe mean? Tribe is when we filter who is interested in our product. So, think about audience as cold selling and tribe as warm selling. The specific audience is now warming up to you. They’re now beginning to trust you, they’re beginning to believe in your product, your service and they’re starting to believe that you are the best for them in the marketplace. Once we have confirmed the demand, we confirm the tribe, we confirm that people are interested in our product. The tribe are now getting ready to buy, and we now move on to the fourth component of the BATON model, which is Offer.

At the offer stage we now present this tribe with what we have to offer. We now sell to them and if selling makes you uncomfortable, don’t worry we are going to cover that element, because it’s something you’re just going to have to get used to doing. But this process makes the selling so much easier because we are no longer hard selling, because we are warming the audience up. We are forming a tribe and then we are presenting them with an offer. And the likelihood of converting them from a tribe member to paying you massively increases as you are using the BATON model. 

Now once you have cash coming into the bank and you’re making sales from the offer stage, you can consider scaling. Network is simply the scaling mechanism for a successful product. A product that makes money, a product that has brand recognition, a product that raving fans, people are saying, “I really want the product.” Now it’s time to scale. We will only be touching upon the network in level one, because the idea is to first attract the audiences’ attention after you’ve built a product, then gather the demand, the tribe. Then start to bring money into the bank before we worry about scaling. We will briefly cover scaling, but we are not going to too much depth.

So, that’s what you will be really getting involved in, in this complete digital marketing business training course. And it’s going to be held by myself and Kyle, and let me take you into the final part of this video before we move on.

Building Businesses Online | Complete Free Course | How to make money online now | Part 3

Let’s summarise this section and what you’re going to be learning on this course, whether you have a B2B or B2C affiliate marketing company. You have an offline company; you have an online company which already exists. You’ve got a blog; you generate traffic to a website. Regardless of what your business is, the model of BATON is applicable, and this will make so much sense as you go through the training.

So, the thing I want to leave you with is:

How will this change your life?

Having another £500, another thousand pounds coming in a month through your online business, how does that change your life? Because this is not a get rich quick scheme. This is going to require work. This is like any other business; it’s going to take time and hard work.

So, going back to the point, how will that income change your life? Because you can go ahead and earn a six-figure income from an online business. You hear about those stories all the time – even our agency is a six-figure agency. 

But how will it change your life? 

That’s the most important element. 

If another thousand pounds came into your world, how many vacations will that allow you to go on a year?

Would you be able to take your full-time hours to part time hours, and dedicate more time to your online business, to your passion, to your niche? 

Would it allow you to take the whole family on holiday?

Will it allow you to spend time with your loved ones you don’t currently get to spend with them because you’re tied to a job. 

All of those things are possible and they’re going to be personal to you, because what you won’t find us doing is saying, “success equals this.” Because success is going to be whatever success is for you. Some of our students want £500 extra a month, some want £1000, some want to completely replace their job. And many of the community members that come and communicate with us, a lot of them have a goal to replace their job’s income so they can go live their passion. Whether that’s travelling the world, spend time with their family, be full-time parents. 

I’ve thrown a lot at you there. But the reason is, I want you to think about what this income will do for you, how it will change your life. Even if it’s raising money for charity, how will that make you feel inside?

On that note, let’s get to work and let’s start focusing on this complete digital marketing business training with the underlying element of the BATON model.

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What Your Personal Brand Has That Big Businesses Don’t

Personal Brand | What You Have That Big Businesses Don’t 

 

How on earth do we compete with large brands and internet sensations? There are so many ‘influencers’ and companies with large followings out there – so how do we make our own social media impact?

 

In this section we will talk about how to leverage yourself and your own personal brand to compete with the competition. Tackling the competition is one of the biggest fears our students and clients have, and a lot of the time it stops them from moving forward. Simply because of the fear of competition. However, the biggest thing to always remember is when there is competition, there is a marketplace. And the fact that there’s a marketplace means there are customers and we can go and work and benefit from those. 

 

Relatability of the little guy compared to big businesses

 

Remember, we are still in ‘attracting the audience’s attention’ part of the BATON (Business Audience Tribe Offer Network) model. And building your personal brand can be part of attracting that audience’s attention. But like we mentioned in our intro, what about those large companies with massive budgets behind their social media presence? It may feel like a David and Goliath situation. However, you have an advantage over them.

 

In a large company, yes there may be a big budget behind the marketing efforts. But that large budget also likely has a long chain of people to authorize any action or spending decision. Where as you, the solo entrepreneur, are in control of your personal brand and company’s success with tremendous expediency in comparison to a big company. We also are real people, with relatable experiences and skills, that may be more interesting to an audience than a large company. 

 

Consider celebrities and icons that you follow. You don’t necessarily follow them because of the movies they were in. You follow them because they are a real person, and you enjoy watching or reading about their authentic behavior. Similarly, if you’re a real person starting a house-rehab company, or an ethical clothing company, the potential audience on social media is likely going to be more engaged in content you’re able to put out into the word because it is relatable. 

 

Let’s take Gym Shark as an example. The big players in their world include companies like Nike and Adidas. Yet Gym Shark is now a multi million pound company because their ‘audience’ was looking to support the little guy, their relatability, and their success story. 

 

So, how do these small companies keep popping up and growing? The ones that continue to grow are backed by a culture, they’re backed by something that somebody can relate to. They have real-life problems, real-life situations and they become very relatable and inspirational to their customers. 

 

The point we’re making is when you are thinking ‘damn I can’t compete with this large big company’, instead, consider the assets you do have. Think about the advantages you have over them. You’re fast, you’re quick, you can shoot a video within two minutes. You are the spokesperson for your company and within two minutes you can get the message out there to the world, and you can start to get eyeballs on you and your business and your product. That level of speed does not exist in a large company.

 

What are your goals for your company? How can building your personal brand help you get there?

 

A common question that B Street Digital gets is,

 

“We aren’t sure if we can see a marketing plan all the way through? We don’t know if our personal brand is going to be strong enough. We don’t know if we can generate enough revenue off our personal brand and our company logo etc. to justify any marketing costs at all?”

 

Because sometimes the goal hasn’t been put into perspective. Sometimes it seems like a daunting task to put so much effort, and potentially marketing budget, behind building your personal and/or business brand.

 

Let us just work our way through this very quickly. 

 

What is your goal?

Why are you starting the business?

Is it to have a multi-million-pound conglomerate?

Is to manage a team of 50-100 people?

Is it to one day have a medium to large company and float that company on the stock exchange? 

Sell shares into the public space?

To do an IPO and become a billionaire?

What is the goal?

Or is it to maybe fly business class, or first class instead of economy?

Is it to go from two holidays a year to four holidays a year?

Is it to give up your job?

Is it to spend more time with your family?

Is it to work part-time so you have free time to work on your passion projects?

Is it to dedicate more time to charity or is it to implement the skills to allow the charity to raise more money?

 

What is your life’s goal?

 

That life goal will have a figure attached to it, maybe £30,000 a year, £50,000 a year, a quarter of a million pounds a year. Once we have that figure, whether it’s for you, your business, your family, we can reverse engineer it.

 

Let’s use an example. The fitness industry in the UK is worth £5.1 billion. That £5.1 billion is comprised of small, medium, and large companies, solo entrepreneurs, fitness coaches, people selling products regarding fitness.

 

Now imagine that’s the pie. Imagine your goal was only to have a £100,000 coming in a year, so that’s not even a slice of the pie. That’s just the crumbs from that big piece of pie which is the fitness industry. Never mind the overlapping things and the creativity that’s going to hopefully come from this course. That is absolutely achievable. 

 

So, I leave you with a question:

 

How much do you actually need?

 

That will help you with the work required for this course, and help you put your goals into perspective. Because we love big thinkers, but sometimes we don’t actually need that large of a business and a company and that many products to sell, to actually achieve our goals. 

 

So we suggest you write this goal number down. Write it down, stick it on the wall, visualise it, because once you start to get to that number, one of the things we encourage our community members to do is actually start living the life and the reason you started a business in the first place. 

 

That’s something we really encourage, rather than striving for more and more and more and more. Hopefully that first end-goal helps when you’re in the midst of putting in a whole lot of effort into developing your personal brand. You don’t have to be the next superstar global sensation, movie star, but within your niche you’re going to create a personal brand and it’s going to be fabulous. And this will help you along the way.

 

So, that’s the summary for the personal brand section. Let’s now move on to the next part of the training.

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Attracting an Audience’s Attention Online

What is an audience when selling a product?

In this training you’re going to learn the typical mistakes most businesses, small, medium, large, make. So, instead of jumping straight into a sales pitch with your potential customer base, what we want you to do is grab the audience’s attention first.

What do we mean by that?

Well in this section we are going to learn about what an audience is, why it’s overlooked, and show you what to do in later sections to attract the audience’s attention. During our own experience working with clients of our digital marketing and digital consulting business, our biggest challenge has been growing an audience. We spend a lot of time educating and consulting with clients. We spend a lot of time teaching them that if you jump straight to a sales pitch, you may not necessarily get the results your looking for. 

And what do we mean by that?

“Hey this is my business, come and buy it, this is my product, come and buy my product.”

You’re presenting the audience with a sale, without warming them to what value you may bring to the table, and before even identifying if they’re you’re ideal audience. 

So, let’s dive into discuss audience in more detail.

Identifying Your Audience

Before we start to discuss what an audience is, let’s understand where it fits into the BATON (Business, Audience, Tribe, Offer, Network) model that we use. 

So, we have a business, a viable business. In the BATON model, Audience comes after Business.

Audience is grabbing and showing our product to an audience out there. That could be on social media, in the public domain, or through advertising. What we want to do is get eyes on our business. And initially, it may not necessarily be eyes on or our product or service. The key thing is to teach the audience who we are, to build authority. 

The second thing is, at this stage we are not going for an exact audience. We are not going to be targeting exactly the people who are going to buy from us. The first thing we are going to do is cast a wide net. Because in this net of people, there are going to be a few categories. 

There are going to be people who don’t care about us, they don’t ever want to see us again, people who are seeing us for the first time. There are going to be people who may be interested in what we have to say. And then there are going to be people who later become our own fans in the tribe section.  

So, we are going to cast a wide net and then in the tribe section we are going to pull in that net, and make the audience smaller. Think of this in terms of an Olympic Stadium. You walk in and you’re a new athlete, about to run a relay race. You walk in and there are a lot of eyes on you. Suddenly you’ve captured the audience’s attention and now it’s up to you to do something in order to turn them from the audience into a raving fan.

So wide net, narrow net. What does this look like in the traditional sense?

Casting a wide net could include putting your services on billboards, leaflets, newspapers, those kinds of mediums. It could include radio as well and potentially television adverts. Traditionally, this is how people have advertised. 

This is because the marketing space only included offline tools. But now we have an ever growing marketplace of free and low cost tools online available to us.

So, now we can move out of the offline space and into the online world. What tools do we have available?

This is where it gets overwhelming. There are so many tools – SEM, pay per click, SEO. There are so many different tool acronyms, and we are going to break these down over the coming BATON trainings. But it causes overwhelm. Because not only do we have these individual tools, we can then create a combination of tools to increase the positive outcome we get from using the digital marketing tools. 

And our hope is not to overwhelm you. So we’ll start with one method – social media. 

Social media is a tool. Many people misunderstand social media as an entire business, or as an entire marketing funnel that they should be drawing their business and revenue customers from. But we are going to be using it as a tool as part of the business model. We are not going to rely on it completely. But in level one, we are going to spend a lot of time in the social media realm. 

What does social media mean?

It means using tools like Facebook, YouTube, LinkedIn, and Instagram. 

So, why social media?

Well social media has two of the biggest benefits that we see compared to the traditional media. Number one, it’s laser focused. That laser focus allows us to target people directly based on the data that these platforms have collected. 

Compare it to a billboard on the street. That billboard could be a male-oriented advert. And the foot traffic is 50% female. It could be a female orientated advert on the way to the train station, but the foot traffic is 50% male. This unnecessarily wide net can be eradicated. That loss in attention can be eradicated by using a laser focused approach on social media, and further into the trainings we will explain what the laser focus means, and the tools available to us to achieve those goals. 

The second thing on why social media is fantastic is it is completely low cost; it is so low cost, that you can start using it for free. We are going to encourage you and show you the benefits of putting a small budget behind your social media posts. But right now at the time of filming, it’s very low-cost and very cost effective for small, medium, even solo entrepreneur.

How to Reach Your Business’ Audience

So, we have spoken about what an audience is. Further along in the training, my business partner Kyle will get into the nitty gritty of digital marketing online tools as how to use them. For now, we’re focusing on introductory concepts. 

So, as part of the BATON model Audience comes after Business. Once we have a viable business, now we show it to the audience. We get some eyeballs on us. That’s what we’ve spoken about in the last section.

And the focus and the biggest mistake most will make is they don’t focus on warming that audience up and presenting themselves to the audience before they make them an offer. They really just have a business and offer to that business straightaway. Overtime learning with us, we hope you will start to understand why this is not the best move. 

Whether it’s in business, marketing, sales, whatever the situation is, the idea is to slowly have the right audience, which we call tribe and then present them with an offer. 

What we also want you to be able to implement everything we are teaching in small parts. We appreciate you may have a job, you may be working full-time, you’re a parent, you are a business owner, you’ve got staff. Taking incremental steps allow you to do this in an achievable way. Build it around your schedule but do work hard on it. Your results will come based on how hard and how much you actually implement over the course of this training. 

  • So finally, how do we grab attention?
  • How do we grab the audience’s attention?
  • And what’s the point of this?

All of this will make sense as we progress. So for this part just remember that we are now at the phase of attracting the audience’s attention, and one of the best tools we are going to use is social media and the ability to laser focus. 

So, let’s move on to the next section.

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