Where to focus in your digital marketing and advertising in the Metaverse! | Ep5

Jasper:

Hi there Jasper from yellow glove productions here today with Luke Farnworth of Luke James digital. And today we're going to be talking about what is important to focus on in your digital marketing.

Jasper:

So, Luke, how are you today?

Luke:

You all good? Yes. Very good. Very good. Good, good. So we had a good chat last time we did. What, what did we talk about? Something about digital marketing I'm sure. Yeah. I, I can talk for days when it comes to Digi, so, yeah. Perfect. But you, you raised some important points about, um, you went into detail about funnels, um, and actually using your content as well. And strategically using that, I guess I think what I probably wanted to say this time was there's I think it can get really, really scary. Uh, especially if you're not a marketing professional, you run a small business and you are, you know, you, you are everything, aren't, you, we all know what it's like running a small business. You are the admin, you are the finance, you are doing your actual job and you are also the marketer, which can be so daunting.

Jasper:

Yeah, and if, you know, you can't go out and get an agency to, to work for you. What I'm probably saying is focus on two, maybe three things and do them really, really well, rather than, you know, there's a hundred things that you could be doing, doing a hundred things, not that great. Um, doing two or three things makes more sense. It's that whole Jack of trades thing isn't it, you don't wanna be a Jack of all trades. So then in terms of digital marketing then yeah. I guess it's different for, you know, a case business to business. Yeah. But, um, you know, what, what would you say are two sort of important things that you really focus on? First thing to focus on is what platform you're going to focus on. Right? So before you even say what you're gonna do, you could be on so many platforms, you could be on the platforms that come and go clubhouse, you know, where, where did that end to that?

Jasper:

Yeah. <laugh>, that's an interesting week. Yeah. Yeah. I know I, you had this, it's an important point though, because that week I probably had five, maybe six calls from clients saying, should we be on this? And I was, let's see where it goes. Yeah. Um, and, and that, that shows again, you know, it doesn't matter what your budget is. Don't, don't just do everything because yeah. Um, so roundabout way of answering this question, sorry. Japer you know what I'm like <laugh> um, so what I'm probably saying is work out what platforms you're gonna use work out when you're gonna post. Um, so when are your audience online? Is it a business audience? Is it consumer audience? Are your audience stay at home parents? So it might be midday that might be the best time to, or are they out at work? So working out where your audience is and what they're doing is really important.

Jasper:

and then also, how are you gonna put a bit of paid media in here? So it would be great, wouldn't it? If we could post everything online and everyone see it. Oh yeah. But unfortunately be ideal, wouldn't it, it really would, the marks Z bugs of this world are paid to play. So we're seeing organic drop all the time. And what we're, what we're seeing is, is people have to pay to get those eyeballs from their consumer. So I would be looking at your organic, um, and how you're posting that. And then also just even if, you know, you're spending like 50 a week, that's fine. Yeah. That's fine. It doesn't have to be massive budgets, but just I'd be spending a little bit, so you can continue to grow. Yeah. What you wanna see is, is that growth just so like compounding, I guess isn't it just over time.

Jasper:

Yeah. Even if it's little, it doesn't matter. It doesn't graduate that, you know, the, the sooner you start the better in, in my eyes, because, you know, if, if I started learning piano yeah. A year ago today, I'd be a lot better than if I started today. Yeah. Um, so, you know, start and, and just let that sort of grow, over time. Have you, have you got an example of a business you've worked with, or a business, you know, that is really sort of focused on one or two platforms, you know, they really know where their audience is. Um, something like that. Yeah. So, um, we've been working with Mr. Porky for a while now. Um, I've, I've got a, I've got a, um, I've got, I've got a big love for, for Mr. Porky. They, you know, I'll say why they took a chance on me when I started my business.

Jasper:

So, got a massive love for them, but, but we are focusing on Facebook and Instagram. So we, when we started with them, they didn't really use Facebook. I think they gathered about a thousand likes just from people that knew Mr. POY and had liked the page. And we, we grew that really, really sustainably. So we, we didn't wanna like big growth. Um, we wanted to find raving fans of pork scratchings. Right. Um, and if you know me, you now talk about raving fans all the time. , I think our consumers should be raving fans for our brands. Um, and so we, we're up to about 20,000 likes now, uh, which we've done over the last year. Brilliant, really focusing on sustainability, um, of, of our consumer base, um, and focus now, starting to focus on Instagram and, and looking at like reels and video and, and how we can incorporate that within our marketing strategy.

Jasper:

So, so you're saying once you've found what platform works, then you can, you know, once you've had a good go at that and grown that to a sustainable level, then maybe start looking at other platforms. Absolutely. You know, there there's, there's brands out there that are on every PR platform and that's fine. They probably have a really big marketing team, you know, the pretty little things, a source of this world. Yeah. They they'll have teams just for Facebook, just for Twitter, just for Instagram. So, you know, if you've got the resource out there to do it, then go ahead and do it. But by and large, most brands, big and small don't have that resource slow. Continuous growth is better in my eyes than one week doing amazingly, but in the next two weeks, don't terribly. Uh, so we've talked about knowing what platform then, what would you say a second, uh, most important thing to focus on digital marketing wise, content, content, content, content content.

Jasper:

My mantra is if you ain't got nothing to say, don't say anything at all. Right. Uh, so my, I, I see it all the time where I go into a business and they say we post five times a week. Great, brilliant. What are you talking about? Well, we kind of ran out stuff to talk about. Yeah. So, you know, we, we're talking about, um, national ice cream down. It's fine, but you're got nothing to do with ice cream., and just sort of pulling at ideas and really, really painful sometimes. Right. Um, if you've got nothing to say, don't say anything at all, work out what you're going to say and say it really, really well and use great content, use static, use video, massive fan of video. So it's always good, you know, do get in touch if you need <laugh> yellow, love predictions.

Jasper:

I think video tells a story that statics probably can't right, and that's not to say I'm gonna be, I've gotta be completely honest and impartial here. That static definitely has a place within, within the marketing world. Um, but video allows us to tell a story, and show emotion as a brand brands have emotion. Right. Um, and we want that to go through, so focus on content, focus on what you're gonna say. Don't worry if you post once a week, but that post is really, really thought out. Yeah. And it's got a really clear and concise message. That's so much better than posting five times, but no one really knows what you're talking about. Yeah. Yeah. Thi this is it. Um, I think when I started, like the very beginning, when I started my Facebook page for yellow glove productions, I think I, I was like, oh God, post every day.

Jasper:

So I'd post like a video related news course. Something. Yeah, that could, that could find I'd, I'd read through, make sure it wasn't completely random, but it would just be something supporting that you should have video in business, but, you know, eventually it's like ran out five days. <laugh> it's like, okay, I need to think of something else. But the, the real change was when I stopped looking outwards for content and started looking more inwards and okay, what can I produce internally? Okay. We're a video company. So we need to produce our own video content, really, uh, practice what we preach and, you know, be ahead with that, be ahead of other video companies that produce amazing work, but they're not looking inwards and showing who they are. So I definitely think there's something in that where you're saying it's not about posting every day.

Jasper:

Uh, but just making sure what you post is quality content. Yeah, absolutely. I've we, we work with a client recently, uh, that came to us and posted multiple times a day. Right. Like it blew my mind how often they posted. Sometimes it would an hour, wouldn't go by without them posting another post. And I was like, oh my God, and we cut that down to, I think, four posts a week from like five posts a day to four posts a week. Our engagement was higher. Yeah. With four posts a week. Wow. Than when they were posting like 10 times a day. So, so what do you say to those, gurus out there, certain big names that say three times a day, it's the one has that got his its place somewhere or no? No. It's, it's, it's not because every single brand's different.

Jasper:

Right. Um, I I've really, I'm sat here now giving advice, and I'm gonna say like these gurus that say like, you've gotta do this, you've gotta do this, you know, engage 30 minutes before 30 minutes during and 30 minutes after sometimes we don't have time for that. Right. Yeah. I'm lucky that I run a marketing agency and that's all we do. Right. But if you are doing this yourself, you probably don't have time to do that. And that's okay. Um, I get really frustrated seeing these Gus sort of going around saying, you must do this. You must post three times a day. No you don't. No, no, you don't. Greg's one of the best marketing teams in the country. They won't post for days on end. Yeah. Innocent smoothie. I love their page. Honestly, genuinely I run a business, but innocent, if you want to give me a job, <laugh> I will come and work for you.

Jasper:

Right. They won't post for days on end. Yeah, and that's fine because they will post something that's really relevant. Really funny, really engaging. That's a, they they've, they've done well with that sort of that branding and yeah. Quality content over yeah. Over quantity of content. I think, which is, which is very important. We've talked about what's, you know, important in digital marketing and, and where to, where to focus. I think one thing we wanted to talk about today is maybe the future <laugh> of digital market. Now, if that's us getting caught up in particular podcasts, but, um, probably <laugh>, it's, it's very interesting space where we are at the moment and there's a lot of, uh, keywords and gonna get them out for the SEO NFTs web 3.0, the metaverse decentralization, decentralization <laugh>. But I mean, I was listening to a podcast the other day with, uh, mark Zuckerberg and he was talking about, obviously they've rebranded, uh, to meta from Facebook, which is all a bit strange.

Jasper:

And they've got the, the hold on method, trademarks and stuff like what's going on, but they are opening up the world of decentralization and making that more of a, more of a mainstream thing. Yeah. And one point they got raised was this concept of, uh, online world. And one was decentral and it was talking about online space and land that got sold for millions of pounds dollars. And I just thought, where, where is the, the space for digital marketing and advertising gonna be for that? Are we gonna see digital billboards with our VR headsets? I'm gonna be looking around you, go and see Mr. Paul or golden wonder <laugh>. I see what's that. And, and yeah, I just think it's, it's a very interesting future. We've got ahead of us, uh, in the digital marketing space, I think. So what, what your thoughts on that then?

Jasper:

So I think, I think things are gonna change a hell of a lot. I think, um, technology tends to go backwards a little bit before it goes forward. Yes. Yeah. So, um, I saw Martin Zuckerberg posted the other day, um, a, a VR, uh, filter lens that they'd created and it was for metaverse and if I'm honest, it was rubbish. Yeah. It was what, um, it was what barbecue saw to you and it came upon your head. It was a awful, but you know, that you kind of need to take a step back yes. To then go forward. Um, I think NFTs as well. I, what we are using NFTs for right now is not what they are going to be used for. Yeah. Um, one of the, things that I was thinking about was like concerts. So what if you buy an NFT and that then gives you access to a concert, it becomes a ticket, ultimately, because it is, it is a ticket within the blockchain.

Jasper:

So it, it becomes a ticket ultimately, which allows you to go to the, the concert allows you to own a part at that concert forever. I think that's really interesting, Damien Hurst, I believe. Okay, but he's back in the game. Yeah. He's back in the day. <laugh>, uh, but really interesting NFT where there's a physical version of the art and NFT. Yeah. After five years, maybe you can either sell back the NFT and get the physical version or keep the NFT. Yeah. So that's almost dipping our toe in it's, it's pretty crazy what's going on. I, I think that with, on the NF NFT front, there's going to be a lot with copyright and defining online licensing, things like that, which is gonna be interesting for music video and film in particular. Yeah. just showing who's, who's the sole owner of that.

Jasper:

So, you know, when contracts go through, using NFTs as a way of currency between, you know, trading and bartering, it is very interesting space, and maybe it will be that you end up with in terms of marketing, you know, offering NFT, there's a very crazy future ahead. I think so. Um, and I think, you know, going into that sort of like, you know, what, what's it gonna look like? Um, from a marketing point of view, we will be there, you know, brands will be there because they've got to be there. If they're not there, they will die. Um, so I think we're gonna see brands getting into like the metaverse, as that comes to fruition, if I'm honest, I don't think the metaverse in a state where everyone's in it. I don't think it's that close near. No, I think there's a lot of work to be done it's a while off.

Jasper:

Yeah. It's a while off, I think maybe 10 years time. Yeah. Will be, yeah. A bit closer, but I'm not sure just how, how mainstream it will be. I, I don't think it's next year is what I'm saying. I don't think it's 20, 22. I think it's more like 20, 32 or even, you know, 20, 42. And, and that's what Facebook or matter <laugh>, <laugh>, that's what they're trying to do is they're trying to future proof, their company. Yeah, because that, you know, ultimately one day all of your users will be dead. Yeah. Yeah. And, and, and Facebook will be a graveyard. Ultimately Instagram will be a graveyard tick to yeah. No tick tok with 16, 17 year olds. I shouldn't say that because that's not true anymore. The age has gone up. I spent most of my life on TikTok <laugh> um, but you know, at some point they will all be dead.

Jasper:

So that's what Facebook tries to do. They always uplifting news, Luke James digital <laugh> but it's true, right? Yeah. They they're trying to completely reinvent themselves. I totally get why they're doing it. Brands will be on it. Um, consumers will be on it. It will be free because it always is with those sort of companies. Um, and, and it's, I mean, matter, isn't it, it's not Facebook, but, uh, I will continue to call it Facebook. Yeah. I think I will. 10, 10 years. Yeah. Zuckerberg was saying that they're not just a social company, but they are a technology company. Yeah. And that's what they've been for the past 10 years, but it's just not been spoke like branded enough. So I think that was a whole rebranding reason to call it matter. But for that, and the example, losing a lot of data of users.

Jasper:

Yeah. Bit of PR stuff. Yeah. Possibly slightly <laugh>. So, yeah, I think Facebook acquired Oculus about seven years ago and, you know, referring to the words in this podcast that, uh, their technology company, rather than just a social media company. Now, it's just interesting that we are not necessarily now in video production and maybe not just digital marketing, but we're in the business of communication. And I think looking towards these new platforms, like VR, augmented reality and NFTs, and God knows what else crops up in the next two years, or if there's another lockdown, what someone thinks of <laugh>, but it'll be very interesting to see where the world of communication goes and where we have to start communicating our client's messages, whether that's on a, add a billboard, uh, a digital billboard in a VR world, or, you know, whether things are going to revert back to, um, real life, things like that.

Jasper:

You know, I, I think, I think it'll probably be a hybrid of the two. Right. Yeah. So I think, I think there'll be some, some real life that's got, uh, got digital elements and, out of world elements in it or metaverse, uh, in it. So I think, I think they're going to blend better than they do now. Yes. I don't think we're going to be getting our phones out. Yeah. Uh, cause I don't think we'll need to, uh, it might be in a contact lens or, or, or something like, yeah. I think, I think, you know, how we, how we consume, uh, our, our digital pixels that we see every day will be different. I think that would be really interesting. Yeah. Brilliant. So some heavy stuff to finish on. <laugh> not much to think about just the whole of the world and yeah. Yes. Pretty much. Brilliant. Well, thank you, Luke. Thanks for coming on. Pleasure. It's been been awesome. Brilliant. Thank you for watching wherever you may be, where, uh, that's you know, at the office at home, you know, wherever, thank you very much for watching and look forward to speaking to you on the next one. Bye for now.