How To Grow Your Brand With Content In 2020


My name is Chin Gregory. I help direct to consumer businesses scale their profits with paid social media.

The catalyst was that I got released from my contract. I had a lot of injuries. So it was almost out of… It wasn’t out of choice. I would, at that time, still have been playing rugby, but between injuries and not being quite good enough, ended up being released. And this was probably the only thing that I was interested in doing. I was already kind of running some businesses on the side at the time, a couple of side hustles. And so when I had the opportunity to basically go full time into my passion, which is business, here we are.

It’s funny, we asked that because we’re here talking about personal branding and it’s all personal brand. Six, seven months ago in this country, nobody knew who I was or what my business was. No idea. Every bit of business we’ve got has come through the fact that we’ve been very, very, very strategic about getting our brand out there so that we are constantly in the minds as an authority to our audience. I know some markets are quite similar, but in my market, it’s all about trust and the easiest way for them to trust you is just to see you all the time. That way all the other things that will generally… Could cause issues for a deal, doesn’t come up because they’re constantly seeing me helping them. And so, we try and wipe try with the personal brand to give as much result in advance as possible and to really open up how we do what we do so that it makes it really easy for the client to make a decision.

I think, when dealing with big brands, it’s quite similar. It’s pretty similar. When dealing with owner founders, it’s very different. The US is a lot… A lot more trust needs to happen in the UK for deals with owner founders to go ahead. Whereas the US is not as much trust needed, whereas it’s more, can you do it or can’t you do it? Whereas in the UK, what I’ve started to notice is, even if you can do it, do I know you, do I trust you? Do I feel comfortable with you? So that means that the activities we do to get in front of our clients, me and my agency do to get in front of our clients, slightly different. So, there’s loads of differences, but that’s probably the first one that springs to mind.

One thing, YouTube. If I can say one thing that all businesses should do, they should start investing in YouTube. And to do that, you need to have great video because it’s the most underrated platform, I think. LinkedIn’s close. But I think YouTube has got the ability to scale indefinitely. And it’s the second largest search platform. But everyone’s scared of video. People are really like… Businesses are scared of video. So, there’s a lot of them won’t invest in video. So they concentrate on like Facebook ads and Instagram ads, which are great. But I think YouTube is definitely superior.

Yeah. So where you start. You always want to start with the questions your audience is asking and the questions your market is asking. Because that way you can enter the conversation that exists in your market’s head. And so, most businesses will have like an FAQ section, and every business owner knows the same questions come up over and over again in the marketplace.

In our market it’s how do you scale which platform is the best? How much budget should you be putting in? What’s the best type of ad? And so your content should just answer those questions, because if you could answer those questions and you just make content answering the questions that your market has, they’re looking for that. They’re looking for those solutions. And so when you’re the first person that they see, that provides that solution, that gets them into your ecosystem and it’s a lot, lot easier from there. So it goes back to just being extremely obsessed with the customer and obsessed with the client. And if you know exactly what they want, what they’re asking, you just make that. Like, make that content. It makes it so much simpler because you don’t have to think. You just say, “All right, they asked this, let me answer that question.”

I just say more. Like do more. And that’s because social media is so noisy. And, let’s just say, you follow 20 people on social media, your feed’s full, and that’s 20 people. Most people follow quite a lot of people. So, trying to make that perfect video, it doesn’t matter. Very few people are going to see it anyway. And the two schools of thought are quality versus quantity.

And I just believe in just more because the more people see you, it’s going to get to the point where it almost doesn’t matter how… The content has to be good, but the quality won’t be as good. It doesn’t have to be as good. The more people see you, and if you think about… I always look at is how did you make friends when you started school, right? You just saw the same people over and over and over again. And so if people see you over and over and over again, then you eventually become a part of their life. So as long as the content is good, just more. More of it. Just really just put out as much as possible because the feedback you get will tell you what’s good.

The hardest business lesson I’ve ever learned is that nobody cares about me. None of my customers, none of my clients, nobody I work with, they don’t care about me, all my customers and clients. All they care about is what I can do for them. So that is probably the hardest lesson I learned because it meant that every service, every product, every idea that I’ve had to create from what I learnt that, was based on the consumer and the customer, rather than me coming up oh, here’s a great idea, let’s try this. Everything now is about, “Well, what does the client want? What does the customer want?” And then we build everything from that.

Ooh, good question. If I could go back 10 years and give myself a piece of advice, what would it be? I would say, first off, find the one thing quicker. Because I think that finding the one thing that works is really, really, really important because it focuses you in one direction and you can just make that one thing better and better and better. I definitely think I wasted a couple of years doing too many different things and doing them well, not doing one thing exceptionally. So that is probably what I’d say to my younger self. Like just pick one that you like and just hammer that and become so good at that, that you’re in the top 1%.


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