Ep36- Fireside conversation time

First one for TFL

Fireside conversation time!

We’re trying something new, to try and switch things up a little, this week we basically got together on Zoom and recording a quick session where we talk about the podcast, our results, why we do what we do, a little of everything.

As always, we’re open to feedback so please do let us know what you think. Also, let us know if you want to discuss anything on our show, that you are welcome to join as a guest.

Have a good week everyone


Welcome to the front line, the sales and marketing podcast. Hello, everyone and welcome to the front line Sales and Marketing Podcast. So today is a little bit different to the usual episodes that we’ve had. We’re just doing a little bit of a look back and a little bit of a fireside chat with the guys I’ve got Jeremy peace and Florida block here. And myself, Avon Collis. And I guess we just want to go through and talk about sort of our journey on the podcast and what we’re doing now what’s changed what we’re thinking about doing again in the future. So welcome back guys. How we doing?

Welcome Welcome, everybody.

It’s been also we are also

I was also I felt like putting on my headphones because I want to look professional.

My nine as big as yours

for doing this I’ve

got headphones now they say we got all right now we’re looking professional. Welcome to the front line. unplugged, you’re

joining the club. Come

on, neither is mine.

This is just looks what mine is plugged in because I’ve got the the microphone actually which is kind of hidden, visible, exactly how the virtual background is actually covering it. But anyway, it’s there is right above the speaker and it would actually totally create a feedback loop. So I have to wear these.

So good. Doesn’t work that because it’s a podcast, and it’s audio. And now I can see what we’re doing. So if you’re listening, a bunch of idiots,

and in a couple of weeks time when the YouTube video comes out, then you can

laugh and recollected the fun and crazy times.

So So how do you guys feel about the podcast over the last seven to 10 months? I think this is a 10 month mark now. How are you guys feeling? How has it been going?

I’m loving it really awesome. Yeah,

I’m really enjoying it.

every single week. We’ve had a podcast come out. I think bar once or twice, we’re a couple days late or we had to do a short one or something. But we’ve been pretty, pretty consistent. I think that’s that’s pretty important.

The visa the average is increasing. I hope the contents being more engaging. I feel that I’m enjoying them a lot more as well. Since the start. You get into this routine. And it’s like have we done this podcast? Have we done a podcast this week? Oh, God, we got to do that.

I like that. There’s the three of us that if I had to do it on my own, I will probably want to get that long ago but like we we break down the work between it’s we’ve got a bit more banter and conversations and new ideas. I yeah, I’ve really enjoyed it.

And you guys, expanding and growing? Aren’t you guys see we’ve got a little bit of a logo down there. I can see that’s changed. We’ve got relevant consulting and also in the background there. Even for the listeners. You can’t see it. But can you explain to the listeners what’s in the background? Who you’ve you got there? That’s different that normally wouldn’t be there.

Yes. So fluorous is all in my background. I’ve got Casper He is my intern and future star employee.


for you mean he’s not a star already.

He’s learning. Okay, okay. Not easy to do what we do. Anyway. So we’ve got the, the merger between florist and myself. And so we’ve now re launched as relevant consulting, we’ve had a logo designs photos taken with Casper, of course. And so yes, he is a valued member of the team. And everyone’s taking off their fashionable headphones now for heat and comfort. But all the same. Yeah. So it’s

so things are changing, things are moving on.

Crazy things going on. Why not? Let’s just smash it.

It’s fun.

And, I mean, I so we feel good about the podcast, we feel like there’s some good content coming out. What are we thinking about in terms of the future? What Who? Is there anybody that specifically that we want to look out for? Is anybody that we want to speak to? That? Is there any topics that you feel like we need to change or the content that we’re actually talking about? Do you think there’s anything that we need to change or do differently?

I mean, we can have ideas coming out of every part of us. But I think what we need to keep doing is actually listening to to our audience and see where they like the conversations to go. So far, they’ve been quite satisfied from the numbers that we’ve seen. They’re happy with the tips and tools and techniques that we’re giving. So I think we just do it and Then we just get more people on the show. And we just maybe started doing live shows as well.

Yeah, that’s right. I saw some I saw two people post up a live LinkedIn videos. That could be something that we should put on the cards. If you feel that that’s something if you that our listeners listening here, if you feel like that’s something that you guys want to see, let us know.

Well, we’ve got the capabilities, zoom has come to the party, thanks to COVID. Whoo. And you can now do the live zoom. Sorry, live YouTube or live Facebook. And I think

we can get a stream yard, which is what, $45 a month. And we can do one recording that goes out to LinkedIn, YouTube and Facebook.

We’ve had quite a journey in terms of the tech side, in terms of you know, what did we start with voice meter? And then

we’ve got some cars gone in the background floors?

Do Oh,

is that Avon?

No, that’s me actually see the benefit of the this microphone. It’s really good. But it picks up everything, including my mouse clicks.

I’m surprised you haven’t heard that. If I move a little bit further away from the you can’t really do much for me at all. So I’ve got a small sound bubble. But it means I’ve got to have this thing right in front of my face, which is really hard if I’m trying to type at the same time.

Well, look, you’re saying that we’ve had quite a journey on on the tech side, especially in terms of audio. We started off it was less than ideal.

Listen of the first podcast that we were using it. Like it’s like a 15 $100 Jabra for all three of us hooking into the one microphone on the couch. That was fun. How do you think? Sorry, gone?

Oh, I was just saying I miss the dog, Ellie.

Oh, yeah. Well, we got Morty here. But we Yeah, we should do. Yeah, you guys need to come in. We got to do another one in here in the house. Again,

I think everybody just gets their own pets. I don’t know why. Now that we can leave, I’m getting pressure for to buy cat But hey, maybe maybe that’s not ones we can bring together? Because

dogs, cats and dogs not?

Yeah. What are you what are you guys planning on doing with the businesses? Anything on the horizon? In terms of work or? creation?

Yeah, look, I think, where, where COVID has come to the fore that people can’t really work from home effectively without sharing some information and, and about customers and post it notes and whiteboards don’t really cut it so easy. In this space, we’ve had a lot of activity, everything went dead for like 30 days when, when when when it first sort of hit. And then then they realized, Oh, we have a vulnerability here. We need to know things about people. So yeah, we got to be we’ve been getting busy in the last sort of couple months. And and now with the merger, we’ve got a lot more content on the on the website. And I think probably we were talking earlier about wanting to do some workshops now that you can have 100 people in a in a space. So you know, I’m going to be going to a couple again, we just started up networking face to face again, with with some smaller groups. And yeah, look, you know, you’ve got to think cleverly that 100 includes the kitchen staff and everyone else that can be in the building. So

yeah, well, it’s per 100 square meters. So you can actually fit in a pretty big venue up to see the 300 people. Yeah, really on the size of that. Yeah, it’s not a maximum of 100. It’s if you have a venue, it’s 100 square meters per person. So Oh, no, like a certain square meter per person. So I think in some venues, it’s like 200 300 people. So

all of this will be irrelevant, because we won’t be in a pandemic, and then this content is dated, and I’ll be evergreen. So looking at evergreen content, but if you’ve got I got to be really clever at the moment because evergreen content has to be considerate of the current climate can’t be like, yeah, let’s, let’s pack ourselves in a tight room and do a presentation. You kind of disconnect that language out of it.

Yeah. So how do we what are we planning on doing in terms of workshop creation? And what are we thinking? What are our what are some ideas that we have? Well, I

think we should put it to the audience. If someone’s got a question a query a problem. They want to discuss it, hey, maybe they want to bring some of their work colleagues along and have a you know, learn together about CRM, or about sales, training or about digital transformation. Get us in a room we’ll talk about. And, you know, we could we were we were toying with the idea of seminars and maybe even like conferences eventually. So, you know, world’s your oyster, let’s go big.

Yeah, definitely. So any sales and marketing questions I’d love to hear. If you really want to know something, or learn something, let us know.

Oh, look, I think what we need to remind our audience is that we’re not just in theory type of people, right? We don’t just walk the walk, talk to talk, we actually walk the walk. I mean, we between Avon and I, we’ve launched the two companies in last three weeks, we’re doing all the content for it, we’re doing all the social media advertising for it, we’re doing it all on organic basis as well, because paid advertising, yes, now you can actually do paid advertising, it’s cheaper because advertising has gone down, and therefore the bidding wars have retreated a little bit. So there’s a lot that we can actually provide in terms of value. And that’s what we hope that the the audience will actually interpret from our experience, but also take on board all the value that we’re offering.

Before we got on this, we were talking about, like podcasts, and presence and all that sort of stuff. Obviously, you can only get 20 or 30 minutes in, in, in a podcast. So it’s hard to get a lot of depth, like some of the some of the topics that we go over. Like, it’s good that we can do a lot of podcasts. But you can’t really get that deep into one subject, or have it defined specifically for your industry or problem that you’re trying to solve in this kind of environment. So you might get snippets, you might get bits and pieces, but you can’t drill down, ask the questions and fill the gaps in knowledge that you already had. So you know, this, the seminar, the workshop, those sorts of things can be really important. I know that Microsoft are trying to push for closing the digital talent gap by having a lot of education around getting people skilled on software, anytime, word, Word, Excel, whatever. So you know, the podcast, what do you say, for us that podcast episodes need to get smaller?

Well, apparently, there seem to be a general consensus now that yes, podcasts need to get smaller in the sense of people used to do 30 minutes at the most because that was the average commute time, right. Whereas now with less commuting, and people more working from home, etc. They want more tidbits of information. So I mean, I’ve seen vlogs, for example, that go for six, six and a half minutes, I’ve seen podcast lives, life episodes, for example, they go for an hour, there is no real general consensus. But if you look at the trends of people’s attention and time pressures, etc. And a lot of us are actually time poor 15 to 20 minutes, I think would be just about right.

What. So you got Jeremy.

So you’ve got TED Talks, which are averaging seven to 15 minutes. And you’ve got entrepreneurial podcasts that are averaging for 20 to 30 minutes. And you’ve got the Joe Rogan experience that averages for two to three hours. Like one on one

type podcasts? Well,

I think our decision making cycle days where it takes me about 25 to 30 minutes for me to drive anywhere in Brisbane. So I base it on that we want to try and get it done in about 20 to 30 minute range so that if it’s good, obviously, we’ve got a depth of topics. So you can’t really do it in four minutes. I mean, if you did it, you’d have to do a lot of podcasts because you really couldn’t nail the context and the fact that it’s when we’re not talking about one thing in specific, we’re talking about the whole lifecycle of a customer. So if you were to do shorter for us, I think that would be more problematic. The other things you got to listen to, or think about your audience and what they prefer, which we’ve not done that much with sort of, kind of, you know, rule of thumb reckon what we thought we should do. Ted Talks, they are told they get 10 minutes, so that fudge factor up or down is either good speaker, or that’s on time, someone who’s got less to say than they thought they did talk really quick. Normally, when you’re in front of a crowd, you talk faster. And then you’ve got the waffles that go out the 15 minutes, but it’s really hard to keep it to a time.

So I sat on a panel last week and I was given seven minutes and I went over by about a minute and a half and but because there were three of us and we’re doing it over zoom, there’s very little space to actually run over but then it to that same episode, I basically did a longer version of it of actually what I had prepared to what I wanted to say. And that came out about 16 minutes and turn that into a podcast and released it a couple days ago. So there are ways of actually communicating information in different ways. And it’s about piecing all that stuff together. And putting it in format, that’s the most appropriate. Ideally, you put it in every format so that you hit the biggest addressable market, if you wish your audience. And then on social media, which is exactly what we were talking about before in terms of content marketing, you basically repurpose it. So if you have a blog, you take snippets out of it, you post it several times, and you bring people back to your website. And if your website is good enough, it basically sells your services without you having to do anything. And that’s the beauty of demand generation and content marketing. If you have video, for example, you take a 60 minute video, you find 233 minute clips, for example, you put these out and you put them on LinkedIn, or you put them on Facebook. So there are so many different ways of actually communicating information. And then repurposing that information.

If anybody’s stuck on trying to create content, a really affordable way of being able to come up with content that I’ve been, that I’ve found over the last year has been all these books that that I have, and I buy. They’re like, pretty much valued at 1000s of 1000s of dollars, each book of content, right. And every day, if you read a page or a few pages of of one book, there is something that you can get out of that. And I find that I have everything that I need to post in content, I find they come from these books that I read, and I and I say Oh, that was such a great thing, I’m going to put that into my own words and just post something about that. So I can help people and share that. So it’s just like literally reading a book or reading an article that will have my content idea. And that gives me the creative for that post every night, I write it in a note and send it back to myself saying post this content tomorrow. And that’s what I’ve been doing. And it’s been working really well.

I’ve got a so instead of books or use articles that I find on the internet, or I go on to some of the big four type of websites, and they share so many insights, right, Boston Consulting Group, McKinsey, Deloitte, Forbes, KPMG, etc. They all have information, even HubSpot, etc. And you take that information, then relate it to your own experience, I’ve got an inbox full. And I’ve got a backlog even I created a backlog in Agile terms, where I put all the information that I want to post and then I rate it. And then based on the context that it’s in, I can then decide which one goes out on which day. But I’m now going to see if I’m going to try and do it differently. I’m gonna try and pick five topics because I only post on weekdays, I’m gonna on LinkedIn, you’re gonna take five topics. And for each topic, it will be assigned a day. And I will stick to these topics and see what happens. Because I do have quite a lot to say. Sometimes it’s about leadership, sometimes it’s about customer experience. Sometimes it’s about digital transformation. Sometimes it’s about, you know, being a CMO and marketing strategy. And sometimes it’s about some, you know, good old tips and tools of what people should be doing. So some so much, there’s so much potential. But one thing, excuse me. So on LinkedIn, for example, right, so some of the statistics are mind boggling. So for anyone who’s looking at posting on LinkedIn, or creating content for LinkedIn, keep these numbers in mind. So far, I think there are 690 million people registered on LinkedIn. Right? And there seem to be only about 3 million that are active on either weekly or daily base. And of those 3 million, there’s just about 3%. I think so about 90,000 people that actually post information on a daily basis. 690 million people 90,000 people post post dating, yep. Whoa,

mind, the more you post, the more likely chances are that you’ll be able to reach the people that you want to reach. Because the algorithms don’t really work if you’re posting once a week, and they don’t reach the people that you want to reach sometimes because I see the same things on these streams on the on the podcast, and I’m sorry, on LinkedIn, and come back up every single day for five days the same content.

Well, so the link in the algorithm is a beast in itself to try and understand but If you post, if you don’t post and you start posting, you’ll get a lot of visibility in order to build your audience. But once you’re at a certain level, the algorithm will, will D prioritize you in order to prioritize those that don’t post on a daily basis. But the algorithm still knows who’s interacting with your content, and therefore will always push your content to those people. So the link, the secret of actually increasing your your viewership or audience on LinkedIn is to keep posting to your first connections so that they engage with your content. And the more they engage with it, their network gets to see it. So your second degree networks gets to see more of your your content.

That’s true. All right. I think that’s some good, good information. I think there’s some really cool things in there at the end that we had, hopefully you listen through to them. Avon, did you have anything else? Yeah, I

just thought I’d quickly share how I do content. So I like to start with the end in mind. So I want to try and create something long term. So I built with a blog on the on the website. So I start with I get copywriters to write it, I find it really hard to write for my own business. And I get spend too much time on I’ve got a lot of other things I’ve got to work on. So I prefer if I jumped on LinkedIn, I connected with about 30, top copywriters spoke to about or interviewed about 20 of them, tried about 10 of them with different blogs, topics, ideas. And I now have a set of three or four content writers that I like I like the way that they they ride it suits me, they understand what I’m what I’m doing. And it was a bit of a trial and error. But then I’ve got like, you know, 2030 bits of content that I can pump out. And one one blog can then get turned into an Instagram or LinkedIn or something. And it’s all being linked back. So people go to my website, because you don’t own the post on LinkedIn. And it dissipates very quickly. Same with, you know, Facebook, and Instagram and all that sort of stuff. Yes, it’s SEO Yes. It’s, it’s a post that you don’t own that channel. So it’s hard for you to get any long term value and benefit from it. Anyway,

that’s my Well,

I think to the point just to reframe it, I think, what you’re doing with the blogs, etc, and videos on YouTube channel, etc, what we’re doing, that’s basically building assets. Right. And in definition, the sorry, in business definition of an asset is an item or an object that basically sits there and creates a revenue for you while you don’t have to maintain it. And so a blog, for example, is an asset because yes, you can repurpose it. And you’re absolutely right on the ephemeral nature of social media. Yes, you have permalinks. But after three days from my data, your posts really doesn’t do well. Any post doesn’t do well. So it’s about creating assets that can be repurposed, retargeted, and re distributed in different ways on different channels. Because your audience on Facebook is not the same audience as on LinkedIn. And so the way you communicate on LinkedIn is not the same as you communicate on Facebook. And it’s not the same as you communicate on Instagram. When Instagram for example, more hashtags, cool, LinkedIn, three hashtags at the most. So there are these tips and rules. But this is all about segmentation. And I posted yesterday specifically about segmentation. And if you know your market, if you know their channels, you can adapt the messaging and the content in order to achieve it, but it’s all based on the same asset. Yeah. Cool,

awesome. Wrap her up.

That’s a wrap. I thought we were gonna be talking about you know, what we did during the COVID how we sort of like muddle through how we you know, build our resilience and all these things. It’s a fireside conversation.

Next episode, in the next episode, that’s what we might be talking about, hey.

Well, let’s Okay, let’s wrap this one up and then see if we can record another one.

So if you have any feedback, questions, queries, please reach us app on our website on LinkedIn YouTube channels Facebook as well. And that’s simply just the the frontline podcast.com. Today, you

can just come up. Oh, and if anyone wants to come on the show and have a fireside with us. Yeah, well, crackly means anyone and everyone is welcome. Well, maybe not anyone in everyone, but you know what I mean?

All right, take care.

All right. See you guys.

You have been listening to the sales and marketing podcast. We hope you enjoyed this episode. And hope to see you again soon on the front lawn.