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Podcast Transcript

Episode 41, Season 1

10 Must do's you can't afford to avoid, with Marie-Clare Boothby


Marie-Clare Boothby: [00:00] ... we’re already our own worst [inaudible 00:00:02] as a small business owner and I know in the financial advice world, it’s no different. I think it’s important to not get dragged down into things that are the doom and gloom. And as you said, that industry is definitely going through that right now. There’s some horror stories coming out about small business owners and what’s happening in their worlds, which I think is awful. But we really do need to focus on finding those that are doing okay, that can be there with us, to get us through those times.

Fraser Jack: [00:37] Hello and welcome to the Goals Based Advice Podcast, where I have conversations with the pioneers of the new world of financial advice. I’m your host, Fraser Jack and I want to thank you so much for tuning in today. Of course, a big shout-out to all the feedback and reviews that I’ve received so far. If you’re enjoying this podcast, please help me spread the word and share it with your friends and colleagues, and leave me a review. I’d also like to thank our supporting partner, Advice Intelligence, for powering this podcast.

Fraser Jack: [01:03] In this episode, I chat with digital collaborator and experienced financial advice practice manager, Marie-Clare Boothby. Recently, I noticed she published an article called Here Are 10 Must-Dos. And must-dos is in capital letters, by the way. You can’t afford to avoid, your small business depends on it. And I couldn’t help but want to know more. And I figured that you may want to know more too. So I asked Marie-Clare to come on this show and elaborate on her article and step us through the 10 points she made. And here it is. So let’s kick off my chat with Marie-Clare now.

Fraser Jack: [01:42] Welcome to the show, Marie-Clare.

Marie-Clare Boothby: 01:45 Hello. Great to be here.

Fraser Jack: [01:47] It’s fantastic to have you on the show. You and I go back a fair way. We’ve known each other for quite a while, and you’re obviously up in the Northern Territory. Do you want to give us a quick intro to yourself and what you’re doing?

Marie-Clare Boothby: [02:00] Sure. So obviously, I’m Marie-Clare, Marie-Clare Boothby. I live in Darwin, the top-end of Australia. I have done my whole life and it’s a wonderful part of the country. It’s always warm, for anyone that’s in cold climates. What I’m probably most known is the fact that I ran a financial planning practice for nearly 20 years, up here in the Territory, with a bunch of other people, which was amazing. More recently, probably the last two or three years, I’ve started to work more in the digital marketing space, so taking everything that I learnt through being in business and how we now market ourselves online, because that is obviously where it’s at these days.

Fraser Jack: [02:43] Yep. Now very successful financial planning practice. And I can’t believe it was nearly 20 years. That just freaks me out.

Fraser Jack: [02:50] I remember coming up and visiting you once, flying up to Darwin for the day and hanging out with you guys and you showing me around. I remember back then thinking, this is absolutely way ahead of its time with anything. You were paperless back then when everybody was still writing on that paper stuff. And yeah, it was just incredible. You were so far ahead of what everyone else was doing.

Marie-Clare Boothby: [03:13] Yeah, that’s right. Actually, I remember, we probably started the goals-based financial planning well before anybody else in Australia. We really took advantage of everything that was in that space, because gone were the days where you would write a product or an insurance policy or a super policy for somebody. It was all about how they could achieve their goals and what they were doing in their life, because it was their life that was important, not a product. But yeah, it was a pretty good space to be in, even back then. And of course, now it’s come of age and everyone’s on that journey, which it needed to do.

Fraser Jack: [03:49] Yep. And we both share this passion for working out what the future of businesses can be and using technology and online and the whole marketing side of it that I find fascinating, and you obviously do too because I see you everywhere. Everywhere all over my LinkedIn, every day, which is great.

Fraser Jack: [04:09] And one of the things that you posted the other day which I thought was both fantastic, but also would be really valuable for advisors in their own businesses was a list, a 10 must-dos list that you published recently.

Marie-Clare Boothby: [04:24] Yeah, yeah, absolutely. I actually published this for the first time before the New Year, at Christmas, because I did it as a bit of a 10 New Year’s resolutions. But I recently re-posted it again because it is still the same these days.

Marie-Clare Boothby: [04:39] And what I find with a lot of small businesses and financial planners are no different, is that there’s so much that they need to do in their business. And they’re often very good technicians. They’re good at what they do. But when it comes to marketing, especially digital marketing, because it is still quite new, even though it’s been around for a long time. But for many businesses, it’s quite new. And there is so much to it.

Marie-Clare Boothby: [05:00] So I thought, oh, I’ll just break it down to 10 easy things. Just to get people’s thoughts provoked. And see where it leads to from there.

Fraser Jack: [05:08] I love the repurposing of content, as you said. You publish it once before and because it’s still information, why not put it out again? Just because you said it once, doesn’t mean to say you can’t say it again, which is fantastic.

Marie-Clare Boothby: [05:21] It’s actually a really good lesson for all business owners, that repurposing, so thank you for bringing that up.

Fraser Jack: [05:26] Yep, no worries. I thought this episode what we’d do is we’d just run through these 10 things and I’ll get you to have a chat about them. Obviously, you come from an amazing perspective where you can understand the pains that the advisors are going through and you can also bring this marketing point of view and you can link the two together and say, what are the things, practical tips and those sorts of things that we can help advisors with? They might be thinking about this very thing, so how you go, let’s kick this off. You ready to go?

Marie-Clare Boothby: [05:56] Yeah, absolutely.

Fraser Jack: [05:57] All right. Number one, you’ve got here, update your website to improve your Google rankings.

Marie-Clare Boothby: [06:03] Yeah, absolutely. So people need to know that Google will ... they perform searches across the internet, every single day. And they will go looking through a website and they’ll crawl it, that’s what they call it, to find out if you care about your website. Because if you care about your website, that means Google will too, which will help your Google ranking.

Marie-Clare Boothby: [06:22] So the best way you can do this is to keep it regularly updated. And that can mean changes to it, if you like, and you should always continue to make it look really smart and like you’re a premium service. But even more simply than that, is to have a blog page. And it’s amazing how whilst it’s huge around the world, there are still lots of small businesses that don’t take advantage of having a blog page. And that could be written articles, snippets of simple strategies or general advice or blogs, doing a video. But every time you update that blog, Google will go and crawl that, and say, “Yep, they do care, they’re adding to it. We care about them too.” Which will improve the ranking.

Fraser Jack: [07:03] So how often do you recommend that people adding? Is it weekly blog or monthly?

Marie-Clare Boothby: 07:08 In an ideal world, daily would be amazing, because you can also then, it’s not just about what you put on your site, but you can share that link or that point towards your website from your social media platforms. And the more active you are on social media, the more people will be seeing you, so you’re attracting more customers to your business. So daily is ideal, but I understand that it’s about how much time you have in the day. There’s no rule to it. It’s about however much time you can dedicate to it.

Marie-Clare Boothby: [07:35] But even if you’re sharing information from another site, which is similar to something of value to your customers, it’s pretty simple to go and update that and just continue to have things there that are new. Could be weekly, could be monthly, but I’d recommend daily.

Fraser Jack: [07:52] So doesn’t have to be War and Peace or a big, long article or anything. It could just be some really simple stuff.

Marie-Clare Boothby: [07:56] Absolutely, yep. It’s more about being consistent and doing something, compared to letting it go for months and months and doing nothing.

Fraser Jack: [08:02] Yeah, okay. Yeah, this consistency thing’s is big, isn’t it, with regards to ... I heard an analogy once around the stagnant pond. I think it was Timbo Reid talked about it. He was talking about the idea that if you set it up and forget about it, it just becomes a stagnant pond after quite a short period of time.

Marie-Clare Boothby: [08:21] Oh, it’s even more rife online. If you can imagine, you go past a billboard on the side of the road, you might see it for the first time there, but then you start just ignoring it. You get the blinkers on, because you don’t even take notice.

Marie-Clare Boothby: [08:33] Online, it’s even worse because you’ve got technology that’s working against you as well. If you’re not in that top page on Google search, then you’re probably losing money in your business.

Fraser Jack: [08:44] Yep. So there’s a lot of things around your Google ranking, but certainly updating all the information and getting some fresh blogs out there all the time’s a good one.

Marie-Clare Boothby: [08:53] Absolutely, mm-hmm (affirmative).

Fraser Jack: [08:56] Very good. That’s number one. Let’s kick onto number two. I love this one. This is such an interesting way, because people are starting to recognize that this happens now to them, but people aren’t necessarily jumping ahead of the journey and applying it to themselves. So number two is of course, adding pixels, so that you know who visits your site. You want to have a talk about it, and maybe we should start with explaining what a pixel is first.

Marie-Clare Boothby: [09:24] I’m glad you asked me that because when I did this post, I did have people say, “Can you tell me what a pixel is?” Because it is quite confusing.

Marie-Clare Boothby: [09:31] So a pixel, probably the most obvious one is the Facebook pixel. So it’s a piece of code which you get from your Facebook business page and you add it to your website, to various pages on your website, you can have all of them, in fact, if you wish. And what happens is if anybody visits the website, then Facebook knows that they’ve visited. It’s like a digital tag, if you like. And so when you go to do a Facebook ad next time, you can choose for people who have visited your site, to see that sponsored ad in their feed on Facebook. LinkedIn also has something similar, think it’s called Insights. It’s not called pixel over there. And Google does as well.

Marie-Clare Boothby: [10:11] So if you’re wanting to be serious about your digital marketing and growing your business, then definitely speaking to somebody who knows how to get these pieces of code and put them into your site, will help you.

Fraser Jack: [10:24] I love this because obviously Facebook owns Instagram. And Google also has YouTube as well, so you’ve got the LinkedIn and you’ve got the Facebook, Instagram and you’ve also got the Google and YouTube. This is when you go and visit a website or something and then all of a sudden, the ads for that website are everywhere you go on the internet. We know this happens to us all the time and as I mentioned before, it’s part of the internet these days. It’s part of what everyone does. So if you’re not doing it, you’re the one that’s missing out. You’re the only one that’s not doing it almost in this point.

Marie-Clare Boothby: [11:05] Absolutely. All the big companies in the world do this and the beauty with social media is it makes it very affordable for a small business to do the same thing.

Fraser Jack: [11:15] Yep. Your new favorite word of the day needs to be pixels, by the sound of it.

Marie-Clare Boothby: [11:21] Yes. And it’s not a cartoon, not the movies. That’s what people have said to me, I’m like, “No, no, that’s not the same. That’s Pixar, I think.”

Fraser Jack: [11:30] Yep, yep. Very good. So we move onto point three. Now this one could be pretty daunting for a lot of people, I’m thinking. There’s a lot of fear and anxiety and a little bit of nervousness about this one, but you’re suggesting to really get on and do a bit of Facebook Live every day?

Marie-Clare Boothby: [11:49] Yeah, right. This is probably the most daunting part of any online marketing that I’ve worked with businesses on, including myself. But with Facebook Live, what you’ve got to imagine is that if you do them, you’re one of the very few in the world that do do Facebook Lives, because there are not many people who are using this technology. What it does, it’s interruption marketing as a starting point, so when you do your first live on your video and you start chatting away, this notification pops up in everyone’s newsfeed, in your notifications and so the chances of being seen are increased.

Marie-Clare Boothby: [12:29] Facebook Live videos also are watched, I think it’s five times longer than recorded videos that you place on social media. I can’t remember the exact stats, but it might be like 500 million views of Facebook Lives every day around the world. So it’s pretty huge. And the other thing that I understand is that Facebook are competing with YouTube, which is owned by Google, like you mentioned. And YouTube has a lot more views in terms of video. So Facebook wants people using their videos, therefore they will reward you for that by showing that in people’s newsfeed for longer.

Marie-Clare Boothby: [13:03] So it is daunting though, because there’s no rehearsals. You hit record and you are live and whatever you say and do goes out to your audience, including for me, when the kids come up in the background, yelling at me. That all gets recorded. Although that’s showing your authentic self, which is also very important in marketing. So yeah, I highly recommend to practice doing lives and even if it’s short and you’re nervous and you’re not sure what to say at first, just know that the more you do, the better you get at it.

Fraser Jack: [13:36] Yeah. Something you touched on just then too, with regard to Facebook rewarding you for this and probably something you mentioned before with regard to consistency of this. Facebook, obviously when you post something, don’t show it to everybody. They’re a little bit picky and choosy and it’s very hard from a business marketing point of view to continue to get your message.

Fraser Jack: [13:58] But when you are doing Facebook Lives, Facebook do reward you for that. So they get out there and they say, “Okay, great. We’re going to show your live to more people than we would have if it was a static article.”

Marie-Clare Boothby: [14:10] Absolutely, yeah. And if you were to ... you could test this yourself in your own page. You could do a combination of both and just watch to see what the reach is like. I always recommend to people at first just to do something over nothing. Because it is about practice. When you’re doing a live video, it is really strange watching yourself as you’re talking and trying to remember your message. It gets a bit weird.

Marie-Clare Boothby: [14:33] But once you’ve gotten over that part of it and you can then share your message about what you’re doing and why you’re doing it, which is important, Facebook will reward you by showing more people in your feed because it really does want their videos to be seen.

Fraser Jack: [14:49] And you also mention in that point number three, that documenting your journey. And that’s what it’s really about, isn’t it? It’s more of a story. I’m thinking also, just coming to mind now, that it’s probably a bit of a ... Facebook probably see it as a bit of a scoop. It’s original content in that format where there is ... it has to be, it’s so original, it’s the first-to-market, the first scoop, if you like, of that content heading in the internet.

Marie-Clare Boothby: [15:14] Yeah, absolutely. There’s nothing better than original native content, I think, when it comes to these platforms. Consumers, no matter who you are in the world, we don’t like advertising anymore. We hate being sold to. So if you can share a message or a story or something that’s going on in your life at the time and you’re just documenting what’s going on, then that’s gold as far as content, because it’s original. There’s nothing else like it. It’s not a copy of anything.

Fraser Jack: [15:45] Yep. All right. So just from a practical point of view, how long and should we be just be trying to get one point across with a video like this?

Marie-Clare Boothby: [15:54] Yeah. This is quite mixed in terms of people’s opinions that you follow, that are very good at this, follow around the world, the influencers. It was once said that the longer the Facebook Live, the better, because people ... it becomes an interactive place, so people will be commenting and you’ll be responding live to them. That can work really well. Especially if you set it up in the instance that that’s going to be like that. And you’ll find that people will, if it’s value, they’ll watch it for longer, which is fine. However, the people are also time-poor, so to have a message that is more condensed and is shorter, is also better, because of the time factor.

Marie-Clare Boothby: [16:34] So my suggestion would be to play around with it and make sure you’ve set it up in the instance of how long you’re going to chat for, what’s your start and what those people can expect as they’re watching, what they’re going to learn from the video. Because you want to educate people as well. And sometimes that takes longer.

Marie-Clare Boothby: [16:51] So for me, I find about five minutes is probably a really good time for the things that you do regularly. However, then you’re also going to have times where it could be 30 minutes to 60 minutes, where there’s a lot of education that needs to be gone through. All of it is still valuable though.

Fraser Jack: [17:10] Yeah, yeah, good. Okay. Very good. So that’s point three. I think we’ve taken care of that one. If we get onto number four on the 10 Must-Dos, we’re really talking about, I guess this probably applies to point three as well, but understanding that a video has got some great content in it and also words, transcribing those videos for people. Now there’s two things here around transcribing them. Transcribing them to get the content of the video, fresh content, if you like. I think we’ve got like fresh bread type thing. Fresh content straight out of the oven. And then onto your website for those search engines. But also, I’m thinking transcribing because I think I tend to watch, a lot of people watch videos in silence and then read a few words and see if they’re interested and then before they click on it.

Marie-Clare Boothby: [17:59] Absolutely, yeah. There’s quite a few things in this one point. Yes, but going back to the Facebook and the time, if you were to do a long Facebook Live, because you can download them onto your computer and you can re-upload them into other areas like YouTube or LinkedIn if it’s less than 10 minutes. But you can also go and slice it up as well and pull out a micro-content from that long form video and have the parts that are really relevant for different things.

Marie-Clare Boothby: [18:28] Having them transcribed, you’re right. It’s two things. One is that you can put the text around the videos, because you’re right, people watch a lot on silent. But the reason why I say transcribing to a blog is exactly what you mentioned first, is to be able to put that blog ... you can put it in video content and in written form onto your website and if you do that over a period of time, not just all at once, then that’s just more updating of your website to increase your Google ranking.

Marie-Clare Boothby: [18:56] And funnily enough, I read a fact the other day that people are still reading long-form content. A lot of white-collar workers, a lot of people in executive roles. They still read blogs over watching videos. So don’t ever discount it. Don’t think oh, people don’t read them anymore. Because they actually do.

Fraser Jack: [19:15] Yeah, fantastic. It’s interesting, isn’t it? We actually transcribe this podcast as well for the same reason. You get eight, nine, 10,000 words out of a podcast and then it gets transcribed and put onto the website. And of course, that’s all fresh new content for Google to then turnaround and go, “Great, there’s some new content there. And it’s consistent and happens every week.” So yeah.

Marie-Clare Boothby: [19:39] Absolutely. So I’ll start by saying a lot of small businesses I speak to, they may not be in a position where they can afford a graphic designer, which I completely understand, and so therefore, I also do recommend that they get their hands a bit dirty with some of the free apps that are available, as an example, Canva. And at least if you’re going to design something that you could put in social media feeds or on your website, to do something over nothing. Because just words, written words alone doesn’t get the attention. So having a nice graphic works.

Marie-Clare Boothby: [20:14] However, I’ve seen the difference in businesses that do the Canva versus those that do invest in a graphic designer of some sort. Doesn’t have to be a full-time staff member or anything, it’s just about you using the services that are available. And the difference is absolutely critical. You can tell a polished, premium business based around the graphics that they use. And especially the ones that don’t just use stock images. Because whilst that’s a great backup plan, using original images, even from your iPhone, is much, much nicer than the stock images that everybody else is using. You can tell those businesses that do that.

Fraser Jack: [20:54] Now, we’re up to point five, and I like this idea, too. Invest in a graphic designer.

Marie-Clare Boothby: [21:03] Yeah. I’ve had mixed results with any of those online overseas-type outsourcing programs. What I would be doing is looking for someone local in your area, that even if they’re not a graphic designer but they have a service, they’re a service provider which employ graphic designers from all over the world. Because then you’ve got somebody who is in-country, if you like, that can understand exactly what you need. So you don’t have those barriers. But that can cost-effectively deliver a service to you because obviously at the end of the day, you’ve got an expense line that you need to make sure you’re within. So yeah, I’d be recommending some kind of outsourcing, which is a mixture of overseas and in-country.

Fraser Jack: [21:43] Yeah, going on a few points there. One is Canva, I’m a big fan of using Canva too for stuff that you want to quickly, whether it’s a slide or whatever it might be. And fantastically priced, of course, however long it takes you to do some graphic design, whatever your costs of doing it is. Because it’s really reasonably priced.

Fraser Jack: [22:05] But then the other options as you mentioned are to use some of the outsourcing services. What would you recommend? What have you used? What have you found to be good there? It’s like [inaudible 00:22:18] type things?

Marie-Clare Boothby: [22:19] Sure. This actually should have been number one. I think I just jotted these down, whatever came to my brain. But the thing with a digital strategy is you imagine you’re on a business and everyone knows you have to have a business plan and everyone knows that it shouldn’t be hundreds of pages long, it should be very simple, a few goals, et cetera.

Marie-Clare Boothby: [22:36] And a digital strategy should be no different to that. It really should be just one page, but the thing that people get lost in is they think that you need to know everything about everything. I think if you can just start with who are my customers that I’m looking for for my business? Who am I trying to attract? Where do they hang out? As in, which platform, is it Facebook, is it Instagram? What is it? And then what do they want to know about that is going to be really valuable to them, which I can educate them about? And then create your digital content strategy around that.

Marie-Clare Boothby: [23:10] That really, if all you do is that alone, then you’re still far more advanced than most small businesses. The stats are that 70% of small businesses don’t have a digital strategy plan. And then of course, we know one in five fail in the first, I think, is it 12 months? Two years? Something like that. So if there’s a correlation there in that space, because marketing is not like it used to be. We don’t advertise on TV anymore [inaudible 00:23:35]. We are all online. We’re on our devices all the time. We go there when we’re bored. So having a digital strategy which hones in on the customers you want, entertains them, adds value by educating, you will be well ahead of your competitors.

Fraser Jack: [23:52] Yeah. It’s a good idea to find somebody local that can understand your brain and how you work and then you can develop a relationship with them long-term.

Marie-Clare Boothby: [24:00] Correct.

Fraser Jack: [24:01] Very good. Now we’ve got to number six. Creating a digital strategy. Now this to me is a huge section and where do you start? How far do you take it? How do you work a budget around it? There’s so many different part-questions, I guess, within this one here, but do you want to give us an overview of the digital strategy?

Marie-Clare Boothby: [24:21] Yeah, absolutely, yep, yep. I think you touched on something with our existing clients and I completely agree with that. And I know in financial advice, it can be like this. They’re sort of the forgotten people and yet they’re the biggest advocates of your business, if you can get them to be promoting you in their online platforms by them sharing information that you’ve put out there, that’s a huge strategy that you could hone in on.

Marie-Clare Boothby: [24:47] But there’s also, even though, I always start with the types of customers that you want to attract to your business, because obviously that’s the end game. You want them to convert, earning revenue for your business. But it’s also about growing an audience because you want not only reach, with the numbers of people that are seeing you, but you want to build these, what they call in the digital world, raving fans. And again, that’s the advocates of your business. And if you can get a handful of those to start with, it just makes the social media marketing just so much more powerful, because like with reviews or recommendations, it’s what other people say about your business that counts, rather than what you say about it.

Fraser Jack: [25:27] Yeah, to me, a little bit of this is also around working out ... we go through this a bit, understanding your niche. Understanding their pain points and then being able to articulate that you understand those pain points and there’s some things that can help them. And sometimes you don’t need to help them, you just need to show that you understand them.

Fraser Jack: [25:43] And then I sort of look at it in two ways. Are you doing this to attract new people towards your business or are you doing this also just to keep your existing clients engaged? Your existing clients, stay in front of your existing clients with something to say. So yeah, it’s just working out whether you are actually saying because you want to attract or whether you’re saying something and then working out what the strategy is.

Marie-Clare Boothby: [26:12] Sure. So the actual amount would definitely vary and I definitely agree with starting out, with just go small budget, like a very small percentage of your turnover. What I tend to see is the businesses that spend more on their marketing, especially in a tight market, are the ones that will earn the most money. So a lot of other businesses have gone wrong where things will become tight and they’ll cut that budget. That’ll be the first thing to go. And then they wonder why things aren’t moving along, the period post that time.

Marie-Clare Boothby: [26:47] So the best in the world, even the small businesses in the world, and the ones that grow to be quite large, are the ones that do spend that money. There’s so many numbers that float around, like 3% of your turnover, 10% of your turnover. I don’t know if it’s about putting a number on it. I think it’s just making sure that there is a budget there as your business and your revenue grows, that you can continue to increase that budget.

Fraser Jack: [27:12] Yep. Now just while we’re on this strategy and we’ll probably cover this in some of the additional points yet. But budgeting for the strategy at this point when you’re starting to work out, right, how much do I want to, is there a rule of thumb, is it a percentage of my business revenue should be towards this, or because all of these things, you could start with nothing and do something organically or you could spend a lot of money on, I guess. And where can people start, what should they be expecting in the long-term for the digital strategy and putting some money aside for it in the budget?

Marie-Clare Boothby: [27:54] Yeah, I speak to so many people who say, “Yeah, I’ve got a Facebook account. I’ve got a LinkedIn account.” And I have a look at it and they’ve never posted a thing. And then they wonder why they’re not getting anywhere.

Marie-Clare Boothby: [28:06] So the thing is with social media, it changes all the time. You can’t keep up with algorithms. You can’t chase likes. You can’t chase engagement. You’ve just got to, again, the word consistency comes up, but you do need to, what I’ve noticed is you need someone there to hold your hand through the process and get you up-and-running, get you confident. That’s how I started with it. I didn’t do it all by myself. I needed to have that person next to me to help me through it, to get the confidence. Because a lot of it is confidence, especially your own personal brand is your biggest asset to your business. So to put yourself out there in social media, especially on video, yeah, just having someone there by your side is definitely helpful.

Fraser Jack: [28:52] Yeah, no, I see it as a continual spend as well that you need to keep investing in, that consistency. It’s the seed that sort of grows into the big tree, or the beginning of the snowball-type thing. It really does. It has to start somewhere and it starts here and when you turn the tap off here, it has that effect, not necessarily immediately today, but it has that long-term effect where things will start really slowing down later on in the business.

Marie-Clare Boothby: [29:20] Definitely, yeah, it is. However, we can all learn and you don’t have to know everything, but you do need to know who to ask and have those people within your circle that you can go to. Those that collaborate with other people in this space. The digital world doesn’t seem ... they don’t talk in competition, they talk collaboration, because you’ve got someone that’s an expert in Pinterest or Instagram or Facebook and it’s much nicer to have all of those people that you’re surrounded with and if you can do that, you can get little snippets of each of those things that are going to apply to your business.

Fraser Jack: [29:55] Very good. Now let’s move onto point seven. And this is about people. Finding someone who knows how social media works.

Marie-Clare Boothby: [30:03] And it goes back to what I was saying before about avoiding using stock images. And it goes back to documenting what you’re doing each day rather than trying to create content.

Marie-Clare Boothby: [30:16] So for anyone that’s created videos, I’m sure you feel this too. Creating videos takes time, to produce them and then you need to have the content anyway. If I go and work with a business and they say, “Oh, can we just pay you to do it for us?” It doesn’t work like that because it would mean that I’d have to go and find ways to create this content to able to make these videos and then put it out there, whereas if the business themselves are the ones creating the content, so they are capturing by video or photos all the things that go on during the day. Even if they think it’s not that important, somebody else will find it valuable and you’ll also be able to produce more videos later.

Marie-Clare Boothby: [31:01] So that’s why I say that, I used to have a rule that, “Never delete anything out of your digital camera or your phone because it could be used one day.” And it’s still the same today. I think a lot of the times, business people, they’re not in that mindset, of capturing all that information. So that’s why it’s in capital letters.

Fraser Jack: [31:22] Yeah, and as you mentioned, it does change all the time. It’s a bit like having a tax accountant there where the tax code changes every year. It’s like there’s so much change with social media, they change the algorithms all the time, they change what’s working to keep you right on their toes. And it really is a full-time job, understanding it all and then being able to convert it. So to do it part-time, and I think as you mentioned before, we’re all a bit guilty of setting up a social media account, because it was a good thing to do. And then not showing it the love afterwards.

Fraser Jack: [31:50] But yeah, I definitely think that understanding that this is almost a specialist area.

Marie-Clare Boothby: [31:56] Absolutely. And it’s about sharing that story of what’s going on. People love that. It’s a bit like when you watch a movie and at the end of the movie, you have the bloopers cuts. Everyone stays for the end because they’re great.

Marie-Clare Boothby: [32:09] So it’s no different. You are a movie star in your business. You are the personality. Your team are the personality. And if you show people that, they’ll fall in love with you and their buying decision will become really clear.

Fraser Jack: [32:22] Yep. And as you said, constantly changing, constantly moving. So whatever you’re doing today will have to be changed next week and the week after and the week after that.

Marie-Clare Boothby: [32:33] Yeah. So this was more around falling in love with your business again, I guess. Many business owners that I’ve spoken to over the years, it’s hard work. It’s really daunting. You feel like things are against you all the time. There’s always something going on that you have to deal with as a business owner.

Marie-Clare Boothby: [32:50] So it can be tiring, therefore I think it’s really important to spend time doing the things that you really want to do. And of course, going back to point eight, you can still capture all those things. So if you end up going to the beach for the morning, capture that in some way, which you can then turn into some business content anyway, because it’s all about people.

Marie-Clare Boothby: [33:14] So yeah, two things. One, keeping yourself doing things that you love for your mental health, because you are dealing with hard stuff as a small business owner. But also being able to use that information when you’re documenting and taking photos and videos of the things that you love, to show your personality.

Fraser Jack: [33:33] Okay. So let’s jump into point number eight now. Take photos of everything and anything. Now, I notice you put these in capital letters, so you’re definitely serious about this point.

Marie-Clare Boothby: [33:47] Oh, definitely. Social media has become this place where all we do is share the awesome moments. The happy smiling photos, whereas the people that I follow up around the world that share the tough times. That’s the stuff people can resonate with, because they too are going through tough times. They’re in a space where they may not want to share that, but they love to hear that somebody else is also going through it. You’re not alone. We’re all going through this.

Marie-Clare Boothby: [34:15] Certainly, some of the most raw and vulnerable moments that I have shared online has been the thing that people connect me with. And they get to know me on a better level. And I think as much as I wanted to share that for me, because that I would be able to release it, if you like, into the world, it certainly has helped more people than it has helped me. So yeah, I agree with that completely.

Fraser Jack: [34:41] Yeah, and one of the things that this also makes me think of is the idea that often the behind-the-scenes stuff is really engaging for the consumer and the end user. People don’t necessarily want to see the polished version of the glossy photo, how it was, they want to see the photo of the person taking the photo. Or the behind-the-scenes. So how does all this happen? It becomes a little more raw and it doesn’t need to be a perfect photo.

Marie-Clare Boothby: [35:04] Yeah, definitely. To me, I guess, this probably sounds like common sense, but it is amazing how you fall into the trap of having people around you that they question you in a way that makes you feel worse than how you already feel. So I think this just goes without saying. You’ve just got to gravitate towards the people that keep it real by saying, “That could be improved.” Or whatever it is. But that actually do lift you up.

Fraser Jack: [35:30] Yep. Very good. Okay. All right, let’s move onto point nine. Invest in time to do the things you love.

Marie-Clare Boothby: [35:40] Yeah, absolutely. The sun does always come up, so yep. Find the people that know this so that when they have those dark days, you can just reach out to them. Or even better, they already know that you’re in that space and they can help you through it.

Fraser Jack: [35:52] Yep. I like the idea of investing time. Certainly, as you mentioned there, the financial advice profession is going through some changes at the moment which are causing a lot of not-so-great moments. But then to be able to understand what are the great moments that we all love doing. And sure, like you mentioned, in any business, there’s moments that you’ll have to go through both the great moments and the crap moments, let’s call them. But then actually understanding that there’s a difference in the two.

Fraser Jack: [36:22] Now I’m just thinking with this, are you suggesting that people share that this is a great moment, this is the part I love this, I really enjoy doing this. And also share some of the times that they’re struggling?

Marie-Clare Boothby: [36:36] No, most of the comments I had were around the fact that great, thank you, this was good because it’s just a good reminder of the things. And then, as I said before, the pixels and a lot of people didn’t know what they were, so it was good to be able to share that information with more people so that they could make use of it in their business.

Marie-Clare Boothby: [36:54] But yeah, I’ll just keep sharing what I know and I’m sure you’re going to do the same thing in your world.

Fraser Jack: [37:00] Yes. Exactly right. I love finding out about stuff and sharing it. If it’s interesting to me, I figure it might be interesting to somebody else and yeah. I certainly love the way that marketing has taken shape over, online and the way it’s continuing to evolve into different things. You think back three or four years ago, no one knew what a pixel was and now we all do. But there’s also, it’s just great to see how it’s evolving.

Fraser Jack: [37:29] Now if somebody wants to contact you or get hold of you and continue the conversation, how can they do that?

Marie-Clare Boothby: [37:35] I’m on most of the social media platforms. LinkedIn’s probably ... that’s where you and I connected here, to do this podcast. So yeah, LinkedIn’s probably the best one. You can dm me or you can just comment on something you see. I’d love to chat to anyone.

Marie-Clare Boothby: [37:48] The stuff that I’m working on at the moment, in particular with small businesses is that, right around Australia, this program’s available. It’s an Australian and small business advisory service, it’s through the Federal Government. But where small business owners of under 20 staff can access digital advice at a really affordable rate as many times as they like, but also not tied into anything. So here, in the Territory, I’m rolling this out with a bunch of other consultants as well in different spaces. But it is available to everybody in Australia that has the small business [inaudible 00:38:22] show. So yeah.

Marie-Clare Boothby: [38:25] So it’s the ASBAS program, Australian Small Business Advisory Service. The digital solutions arm. It’s only been around for about six months and it is a Federal Government initiative. So yeah, you can Google it and there’s a whole website on that. But you can also get in touch with your local consultants through that website as well, anywhere in your state. Yeah.

Fraser Jack: [38:49] Very good, okay, all right. So we’re nearly at the end. Up to point 10. Surrounding yourself with people who inspire you and keep you accountable in a positive way. You need more than one person, as a bit of a tip.

Marie-Clare Boothby: [39:09] Yeah. That was actually really great, because I’m the chair of a business organization here in the Territory called Territory Proud. So our members were invited to go and have breakfast with him, which is fantastic. And I definitely am a ScoMo fan. I applaud his vision and the more I got to see of him over the last few months, the more I got to like him. So yeah, I think very grateful that Australia is able to continue to have him as our Prime Minister.

Marie-Clare Boothby: [39:39] Because it’s actually programs like this that they’re rolling out which are exciting, because especially here in the Territory, what tends to happen is that there might be a major project which will create some jobs and then that project ends and those jobs are no longer here. Whereas this program is investing in small businesses who can then grow, employ more people. They’re also investing in the digital consultants as well, so it’s sort of self-sufficient, which is a much better way of doing it. Those jobs will stay here long-term, not just short-term.

Fraser Jack: [40:12] Yeah. No question there’s some people going through a lot of pain at the moment. But you’re right. We need find this and I like the way you said, “Keep them accountable in a positive way.” Because it’s not just blowing smoke ... I can’t finish that sentence. Blowing smoke somewhere, it’s about saying, “Okay, actually, what are the positive practical steps you can take, what are you doing?” And also that encouragement and I guess we’ve talked a few times on this show about an imposter syndrome and how that can affect people. And just really just making sure that we’re continually moving forward in a positive way.

Marie-Clare Boothby: [40:48] It is, absolutely.

Fraser Jack: [40:50] Very good. Well, that brings us to the end of our 10 must-dos.

Marie-Clare Boothby: [40:53] Thanks for having me.

Fraser Jack: [40:54] Thank you very much for coming on this show today, Marie-Clare. Really appreciate your insights and I hope people get in touch with you and find out a bit more about what they’re doing, what you’re doing and then hopefully then everyone can start adding pixels and doing things to their websites and their social media and the digital strategy. So yeah, really appreciate you coming on. Thank you for sharing your wisdom with us.

Fraser Jack: [41:16] If you haven’t already, I’d love you to subscribe to the podcast on your podcast platform of choice. And to continue the conversation, head over to our social media channels. We’ll catch you next time.


Disclaimer: This document is a transcription obtained through a third party. There is no claim to accuracy on the content provided in this document, and divergence from the audio file are to be expected. As a transcription, this is not a legal document in itself, and should not be considered binding to advice intelligence, but merely a convenience for reference.