Tuesday 11th November business briefing

Summary

• Opening Context: Begins with casual conversation about the weather before greeting the audience and checking whether they completed their “homework” (writing a blog post).

• Mindset on Career Longevity: Discusses a conversation with an accountant who suggested “wrapping up” business, which she rejects—emphasising that at midlife, she feels she’s just getting started. Encourages others not to slow down, seeing experience as a foundation, not a finish line.

• Key Theme – Discoverability and Search:

  • Explains that while Facebook, Instagram, and offline methods (like leaflets) are valuable, search-based discoverability is the most effective for attracting serious, long-term clients.

  • Urges clarity on services offered, authenticity in presentation, and consistency in showing up online.

• Understanding Search Behaviour:

  • Consumers use Google and AI to find solutions (e.g., “pilates near me” or “personal training in South London”).

  • Paid ads dominate search results, but smaller businesses can compete through strategic content.

  • Recommends using ChatGPT to identify what people are searching for and crafting content that directly answers those queries.

• The Workflow (Step-by-Step):

  1. Go live daily or weekly on Facebook using StreamYard (simultaneously streams to YouTube).

  2. Download the live video and save it—since Facebook deletes old content after 30 days.

  3. Upload to YouTube as a pre-recorded video with a thumbnail, title, and detailed description (including free resources and links).

  4. Use the video embed code to post the same content as a blog entry on your website.

  5. Repurpose that blog post on your Google Business account (as an update or event).

  6. Share the post across Facebook stories and re-upload for different time zones (e.g., midnight for US engagement).

• Why It Works:

  • YouTube and Google are interconnected—uploading content to both ensures long-term discoverability.

  • Videos and blogs live indefinitely and keep generating leads years later, unlike social media posts that disappear in feeds.

  • Example: A YouTube video from years ago led to a new £2,200 training course booking.

• Practical Application:

  • Suggests creating content that answers FAQs like “What to expect in a Pilates class?” or “What do I need to bring to a reformer session?”

  • Highlights that AI tools love structured, list-style FAQ content.

  • Encourages small business owners to commit to a “full-circle” marketing cycle—each video becomes blog, post, and Google listing.

• Implementation Tips:

  • Can complete the entire workflow using just a phone with apps: YouTube, YouTube Studio, Google Maps, blog platform, and StreamYard.

  • Recommends posting weekly at minimum to build an ongoing presence.

  • Long-tail marketing is key—build consistent visibility rather than relying on quick, temporary posts.

• Extra Mentions:

  • Mentions Christmas content creation day and lunch event at Gails Restaurant.

  • Recommends being natural on camera rather than using a teleprompter; authenticity resonates more with viewers.

  • Ends with encouragement to “keep showing up” and stay holistic with marketing strategy