Unlocking Growth: Inside the Mind of a Digital Marketing Dynamo

Digital marketing, what does that even mean to many of us? It's like, oh my gosh, I gotta update my Twitter, I gotta go to Facebook, I gotta make videos on YouTube. It's spinning around and around and around. It's overwhelming. Where do you even start? How can you go about marketing yourself in the modern digital world in a strategic fashion? We're gonna find out right now. My guest today has years and years of experience marketing across all major social media platforms. She is especially an expert in Marketing on LinkedIn. She is a leading consultant with Chenti Digital, based in India and Delhi. And we're very happy to bring her onto the show today. Please welcome Swati Kapoor. Swati, thanks so much for joining us today.

Thank you TJ.

So everyone I know these days has a LinkedIn profile, but that doesn't mean they're using it effectively. What's the big difference when you take on a new client, what's the first thing you see? Okay, here are five things they're doing completely wrong and if we just tweak those, they're going to be in a lot better shape. Walk us through your initial analysis of a page.

See, mostly when people are on LinkedIn, they need to optimize their profile. First of all, what is that Even see in LinkedIn you need to have the COVID photos, your photo, then the bio and your company profile website if you have one. And you need to optimize your. But basically now you can run and you know, different ads on LinkedIn, like conversational ads. Suppose I want to target some client in US and they want to have a product, right? And they want to know about the product or they want to directly buy the product so I can start that conversation with them and they can click on the links and get the information and they can do it, get the.

Product or now you just mentioned the word advertising. A lot of people think, oh, social media, that means it's free. I just put my time in. A lot of people have that mentality. Recently I've talked to a number of social media experts who say, look, free is gone. You're just not going to get 95% of the value out of a platform like LinkedIn. Unless you're paying for some of these higher level services. What does someone need to think about? Because I've been there before where you can just start advertising Google keywords and, you know, $10,000 go out the door and you have nothing to show for it. How does someone start in a logical, rational, measured way, spending money on social.

Media for marketing See, there are two ways to do the ads. One is the organic way and one is the paid way. Right. Organic will be the SEO part where you do the search engine optimization for your website. But obviously that will depending upon your product, how many keywords are necessary for your website. So that would be 10, 20, 50, 100 keywords, whatever required. So not only that, we'll be doing the backlinking also. But SEO will take time to bring you on the first page of Google where algorithms change. Whereas in paid ads, we know that this is your product, you need to do the shopping ads or you know, it's a service based. So we need the students to come for a webinar or attend. So the webinar could be free, but after that the course would be a chargeable course. So we need to run ad accordingly on the platforms on Google, Facebook, Insta, and then, you know, there you. They can, they have to pay a certain amount of fees, keys to those platforms to run the ads so that your ad is visible to the eligible customers that are required for your website for your company.

Okay, in a minute I'm going to ask you to take us through a success story of your own. Give us a case study of a client you've worked with. Where were they with their social media? Where did you take them specifically, what did you do? But then after that, I want to put you to work here and see what you can do specifically how can we optimize this very interview on YouTube and social media. It's on all social media. We're broadcasting live now on LinkedIn, on YouTube, on Twitch, on Twitter, X on Instagram. So I want your expertise on how can we get this video to show up well in the search for all of those platforms. So if someone types in digital marketing or communication skills needed for marketing, they find you and they find me. So let's get in. My, my tech team is with us. Ben is with us in the green room. So we'll be taking detailed notes. We want to know how to actually optimize this with keywords, hashtags, what's different about the video here versus on YouTube versus on LinkedIn, for example. But first, let's hear about one of your success stories, a client. And you don't have to mention the name, but walk us through one of your success stories.

Okay, so we had, I connected with a client. He was an E commerce client, right? Handling some home decors and all. And he went to certain agencies and he was not getting the result as he was expecting. He was just Burning out his money. Right. So he said, will you be able to deliver the result to us? I said, fine, we'll be able to do that. And today, whatever the money he's spending, we are giving him around 8x of that revenue ROI of this media spend in a month.

So if I'm spending a hundred dollars on marketing with you, I'm getting $800 of sales back. That's a pretty good return on investment for most businesses. And what made the biggest difference? What, what specific tweak did you make either with the advertising or the profile or the messages that you're using?

See, usually videos and reels in ads are doing much better than the static pictures infographics. If you put a video or a reel through ads, they will perform better and give you better results.

So I'm sorry, I want to make sure I'm getting that proper. You're saying using video and using two different ads, A, B testing or what? Can you elaborate on that?

See, suppose I just take a photo of this thing and put it on Facebook as an ad. It might not perform well. We might get some impressions, but it might not perform well or the cost per lead would be high. But if, suppose I put a short video or a reel of this interview that might perform well and give me better results and the cost per lead might decrease what I was getting earlier.

Okay, that's good to know. So in a minute, Swati, I'm going to ask you to do something we do with a lot of our guests here, which is to promote away and say whatever you want to say to promote your business. You have freelance clients around the world. We live in a digital world. So you're in Delhi, India with someone who's close to client in Chicago or San Francisco. They can use your services as easily as if you were next door or in house. So I'm going to give you a couple of minutes to actively promote your services and then we're going to put our heads together and figure out how together can we market this video so that I get more views and subscribers to my channel and you get more prospects writing to you about how they can hire you and give you money. So let's figure out a win win way of doing it. And by the way, I want to congratulate Swati right away. And she somehow found that we were looking for guests and she just reached out to us and came on. She didn't say, oh, do I have to have a thousand interviews under my belt? No, she took the initiative. To me, that's so much of what being successful in Internet marketing these days is constantly initiating, trying things, reaching out in different ways. You've displayed that already right here. So thank you for that. So now I'm going to actually take myself off camera, and I want to hear you pitch as if someone had written to you and said, hey, I think I need some digital marketing help. And now you're talking to them on Zoom, and they've just. They've told you a little about themselves, and now it's your turn to say what you do. I want to give you just a couple of minutes, hear how you pitch yourself, because that's a part of what we're about here on the TJ Walker Success Channel is helping people become more successful by promoting themselves, by speaking and speaking out every opportunity possible. So I'm going to just remove myself and we'll listen to you.

Hi, everyone. So if you want to do digital marketing, first of all, you need to be clear. You have to tell me what your service or your product is so that I can help you better. If you don't have a website, we need a website. But for paid size, you don't even need a website. We can do it through a landing page, and once you connect with me, we can give you a more detailed plan how to go about it. And we can help you achieve more success while you're with me. So we can help you out in many ways.

Thanks so much for doing that. Now let's figure out how we can make this a win win. I want to know what tricks you have up your sleeve in terms of SEO and be as specific as possible right now. In fact, we can even go back to the title of this. In your perfect world, what would be the best title for this video on YouTube and other social media? Because my colleague Ben is with us in the green room, we'll bring up Ben and Ben. We typically go through Vidiq's artificial intelligence program, where we type in a working title and then we ask it to give us better suggestions, right? Yes, that's correct. Okay, so why don't you tell us, what do you think would be the best title for this video today in order to attract not just attention and views, but the right attention, the right views for people who might end up being good prospects for your services.

So I think it should be TJ Walker and Digital Marketing Success.

And Ben, what do we have right now? What is our working title? Okay, the title we have now is A Moment Unlocking Growth, the Inside the Mind of a Digital Marketing Dynamo. Okay, so that's the working title that, and that does strike me as a little bit long. Now, Swati, let me ask you what, what's your thinking behind that title? Because I've got, I mean I put out a hundred videos a month. I put out a lot of content. So if someone's searching not and not that many people are searching TJ Walker, if they are searching TJ Walker, they're gonna find thousands and thousands of videos. Videos to pull from. So I'm wondering, should we possibly lead with a different keyword? Should we lead with digital marketing if you don't have as much content on in video, should we search for, should we put your name in it to increase the search?

You can, but I click. Your videos are usually like communication success for TJ or presentation skills with dj, right? So you can come up with sort of that. So those are basically the keywords when somebody searches for a communication presentation or a presentation skills or how to make a ppt. So they, when they search the. Your videos should come up or your website link should come up where they can, you know, go and see the videos. Let me.

You know, SEO is something that is considered a bit of the black arts mysterious. Everyone talks about it, everyone knows what it is, and yet very few people have really mastered it. I'm certainly not a master.

So one of the things you can do is you can write a blog regarding it with the keywords, with the full on tags, H1H2 tags, title H1H2 tags and all write a blog. So whenever someone searches for this, your blog turns up on the first page of the Google.

And how many of your clients are actively blogging these days? I mean, certainly there was a time, you know, 2008 to 2015, where it seemed like blogs kind of ruled the world. And now we live in a world. We had an expert on this show just last week who said he doesn't even. He's a social media expert saying he doesn't even blog anymore. He doesn't even want people to come to his website. He does everything on the social media platform that he's on and he was primarily focused on LinkedIn. How many of your clients are blogging and what sort of frequency are they.

Using with their blogs upon what service you are selling or what product you are selling? It may maybe 2 blogs per month would be enough for someone or 10 blocks per month would be enough. So that depends on the service or the product that you're giving. If you have more information, I think you should Give it more to the client so that they can search you and come up to you in, you know, in a better way.

And how much are you using artificial intelligence to generate blogs? And I don't mean just going to chat GPT saying, hey, write me a blog post on digital marketing trends and putting it on your website. What I'm talking about is helping from one format to another. So for example, earlier today I did a whole video segment. You were nice enough to come on the latter part about what's better, a real expert in real life asking questions or a digital clone answering question, which one can do better? And I could. Here's my question though, for you from a digital marketing expert standpoint. With one click I can download the entire transcript of that 40 minute video. I can then take that copy, put it into ChatGPT and say, please rewrite this into a thousand word blog post. And in theory it could make it look pretty good. It would all be unique material, specific to me. It's not pulling from the general Internet, it's not violating anyone's copyright, it's pulling from my own copyrighted material. Is that something that is worthwhile or would I be far better off spending my time trying to find the best one sentence summary and hashtags for each social media outlet?

AI is good just for taking a little bit of help. It is if I write all of my blog in AI and I don't use my personal touch in it, it will not be helpful. So my personal touch should be there. You know, the people needs to connect with me. So if they can't connect with me on my blog or my product or service, then it's no use to write a blog. They should feel what I'm writing. And with AI, you can't get that much of personalization.

Let me push back for a moment. I agree with you completely. If you just tell the AI, you know, write a trend story about digital marketing. But what I'm talking about is pulling from my own words because I'm pulling from the audio. I spoke a different format. It was a video I made earlier today on this subject. If I asked the AI to edit it, shorten it, tighten it, polish it, in theory it should still sound, it's still my ideas, it should still sound like me. Are you finding many clients doing that effectively or is it just not worth the time and effort? Are you better off, you know, friending 10 more people on Instagram or whatever it is you do on Instagram?

Yeah, people are doing it. And you. We have got AIs where you can make a whole video, polish it, edit it. Everything can be done through AI. It just helps you in time saving. But the personal touch in the video should be yours. AI can make the whole video, but if it doesn't have your personal touch, I think it won't be as useful as you want it to be.

Swati, what's the number one mistake you see most people making on their LinkedIn profile that they can easily fix that will then help them market themselves, whether they're a small business owner, a freelancer, or just someone in a big company that would like recruiters to offer their next big promotion and to find them more easily. What tips do you have?

I think they don't optimize their LinkedIn profile as much as they do or they should do. If they optimize their LinkedIn profile then I think they can, you know, capture good leads and good people.

Do you mind? Can. Let's do a case study. Can we. Can you show us your LinkedIn profile and tell us exactly how you've optimized it? Or a client, if you want to show us that, show us exactly what you mean. And I can either share on my end or you can hit the present button below and you can present it as well. Would you like to do that? And I'm kind of putting you on the spot. We didn't talk about this in advance.

I haven't actually optimized my LinkedIn profile as I should do.

Okay, well, I can relate to that. There's an old saying, the cobbler's children wear no shoes. We do often neglect our own. I'm constantly not amazed, but I constantly note that there are so many websites out there that are all about helping people with presentation, some aspect of presentation, giving PowerPoint more effectively or something. And they have no video talking about what they do and they're purporting to be a business about speaking. So I can definitely relate to that. We've had some other friends. Yes, go ahead.

So basically, sorry about these stupid guys. So basically you know about public speaking? Yeah.

Yes.

Apparently like so you. When we go to like public speaking, you know the girl on the screen? I saw that girl before she was in the eating contest.

Well, I couldn't quite make out who were there, but who would. If you have a question, our audio was a little bit rough there. If you want to go ahead and type your question in, we'd be happy to answer that. And we are going to be coming back in our next segment where it will be open Forum for any questions. So if we don't get to you right now, we will get to you in our next segment. But who would? Go ahead and feel free to type in any questions you have and we will be happy to answer those. Swati, anything else that you want to really bring to our attention, to the attention of our audience. And specifically, when is the best time for people to engage the services of a freelance digital marketer? And what should they look for when they're thinking of hiring a digital marketer?

They should, you know, first of all see their work, their product portfolio and the catalogs, what work they have done and then they should hire a person.

And how do you tell the difference between a good digital marketer and an average one and an awful one? Because I get pitched and nothing special about me, but I get pitched sometimes a half a dozen times a day by people telling me, oh, TJ, everything in your YouTube channel is SEO wrong and everything's wrong. And I'm gonna solve all your problems and make everything great. It's not that they're wrong, but anytime I try someone, it never seems to move the needle much. How does someone really test and figure out if a digital marketing expert knows their stuff?

Okay, so first of all, you should tell them to get your SEO audit done, right? You would get a summarized view, whatever the problems are there in your website, right. And you can fix them with the help of an SEO. And some things you need to have a website developer with you so that they can, you know, start putting those changes in it so that it becomes an SEO friendly site.

Great. Well, thanks for those tips. Well, Swati, we want to thank you for being our guest today. Appreciate your insights, your time and wish you luck in your continued growth as a digital marketing expert and attracting more clients around the globe. If people want to reach out to you, is LinkedIn the best way? How do you like to be?

They can connect with me on my LinkedIn profile.

Great. And we posted it right there. And if you have any questions for Swati, please let her know. And again, special thanks to our guest Swati Kapoor coming to us today for from Delhi, India. Swati, thanks so much.

Thank you so much.

I hope, I hope that we see each other a lot because this video keeps popping up because of good SEO. So feel free to share with my team later on when because this goes from live to on demand right away. Feel free to share with my team any thoughts you have on retitling it. Keywords, playlist. All those things do have an impact on YouTube. And for that matter, I'm completely ignorant on how to make something stand out on Twitch or Instagram. So very thankful for any tips you have there. Swati Kapoor, thanks for being our guest today.

Thank you so much TJ for inviting me. Thank you so much.

You're welcome. Okay, we have a lot of fun coming up. We're going to take a quick break here and Ben, if you're with me, we're going to go up and set up a new feed. We're going to take a two minute break. We'll be right back here on all the same channels you're watching. Our Streamyard link will be a little different, so if you do want to connect with us, the link on Streamyard will be different, but we'll go ahead and post that right away. So if you're getting any value out of this, please come back in just a minute. We're going to disconnect here in a moment, but if you have any questions about communication skills, it's going to be open forum so I'll be happy to take your questions. If you have any questions about how to communicate more effectively using a digital clone, I'm especially interested in that right now. So we'll be taking your questions. I'm not a tech expert on everything, but I'm learning every single day because it is how I'm spending most of my free time these days is trying to learn more and more and more about this technology of digital cloning, creating a clone of one's expertise, of one's voice, and coming this month, one's face and body in such a way that it can be meaningful. Communicating with people around the globe 24 hours a day, seven days a week in any language. That is the promise of the technology. So very happy to have spent this time with you again. We're going to take a two minute break. I'll see you right back here in just two minutes. Thanks.