Oct 17

How To Use Facebook Advertising To Create Profits In Your Business Over The Long Term

Facebook Advertising – Powerful, But Get It Wrong, Its Money Down the Drain

With Facebook’s Advertising Platform’s powerful demographic settings, advertising your business on this platform can create tremendous ROI. It can be a tremendously profitable way to promote your business. With that being said, I find it really disturbing to see the amounted of wasted advertising budget on Facebook, do to poorly thought out (or no thought out at all) strategies for the advertising. You need a strategy for Facebook advertising. Don’t just point an ad at a post, shoot and hope for the best.

The reason for this video is I actually see many professionals in the industry rolling out these poorly thought through campaigns for their clients, wasting much money that is not even theirs. As my role in the industry is to support marketing agencies, this video in part is for you. But as I would like to see a general improvement in the quality of advertising provided to the SMBs of the world, if you are a business owner, its ideal information for you too. You need to be aware of how marketing works so you give your business maximum opportunity for success.

I hope you enjoy it, the transcription is below:

What To Advertise on Facebook To Ensure Profits (Transcription)

So recently I’ve seen a lot of repeat errors in creating advertising strategies on social media platforms like Facebook and Instagram. And I wanted to create this video because the error keeps happening and it basically wastes a lot of money advertising in a strategy that is never going to work. So I just wanted to talk through what happens giving an example, so if you’re watching this video hopefully you can actually create a better strategy. And you know when you’re spending advertising dollars which is based around putting your message in front of people, so you’re paying for impressions or clicks or whatever, you’re actually maximizing your chance of having a successful long-term advertising campaign.

And to start the video, I just, I really wanted to point out how social media works because if you understand this concept, you’ll actually understand better how you can construct your advertising strategy for optimal potential success.

So when we’re talking about the advertising tool, we’re not talking about the content side of social media. We’re talking about paying Facebook money to put your message in front of the demographic that you’ve said, using the ad manager or the Power Editor, that kind of stuff. So you’re actually putting an advert out there and paying Facebook to put it in front of your prospects. So if you want to have a bit of an insight on how to get the marketing side of it, the content side of it to work for you more effectively, I’ll put a link underneath the video so you can see it. I’ve got another video that I’ve talked about making that effective.

Yes, but let’s talk about these social media platforms because what people use them for is not to read adverts, you know that’s more of a search marketing strategy. What people go to search engines to read adverts, to find the stuff that they need. So social media platforms are more about people interacting. You know I get on social media so I can see what my sister’s up to because she lives 4,000 km away and I can interact with their children, my nephews and nieces. That’s why I use, that’s how I use social media. And my Mum who lives 2,000 km away does the same thing, she gets on Facebook to see what I’m doing with my children.

So when we’re advertising on social media, what you have to realize is, people aren’t looking for your stuff. You know, they’re actually doing something else so it’s an interruption style of advertising. So when we’re putting our adverts in front of people that don’t know us, we’re actually interrupting part of their life as social stuff, with the message that they may find useful and be interested in, but they don’t trust us yet. So when… it’s really important to keep that in mind because the biggest mistake that I find in social media advertising, is people go direct to sale. They don’t use it to market or to advertise, they go to sell.

There’s a great example, we had a business coach recently who’s in Brisbane and they wanted to do a roadshow; they had four weeks I think, or three weeks, to fill an event in Cairns. So they put together a Facebook advertising campaign to put their sales message, which was an Eventbrite booking page with a $60 price tag on it, in front of a bunch of business people who they didn’t know and didn’t have relationships with, in Cairns. So it was advert up, write good enough copy so you get all the clicks through to your landing page which was the Eventbrite booking page, and hope people liked your ad and your booking page enough to pay $60, for an event in three weeks.

You know, it was doomed to fail. There was no trust-building. There was these people in Cairns had no idea who this business was. I wouldn’t spend $60 of my money on an event from someone that I didn’t know, even if it looked relevant, even if it looked perfect. You know it was doomed to fail. I wasn’t even looking for that event, I was speaking to my sister. So, you really need to understand that concept – on social media, people aren’t looking for your stuff, they’re not looking for your messages. So what you need to do, is you need to realize that it’s about advertising and marketing. It’s not direct sales.

So what you do is you put your advert in front of your prospects, you get your demographic right. You know Facebook’s excellent at giving you the choice around demographic to make sure that the people who see your ad are as close to perfect to your prospects as they can be, but you get that part right. You write, really engaging ad copy, a really captivating title, have a really positive offer – but it’s not to sell, it’s to develop a database, or it’s to create awareness of your brand.

Don’t create a database on your business page on the social media platform, because you have no control over that and no social media platform really cares about business pages. You know, you invest and you end up with a hundred thousand likes and you do a post and it gets in front of 60 people, so don’t do that. Have a really captivating brochure or cheat sheet or something that, some piece of content that is of high enough value to your prospects that they’re going to want to read it or use it. Give them a tool for their business, or you know, for their home life, if that to get more of a retail business. But make sure that it’s high enough value that they’re gonna give you their email address and even better, their phone number, to use it. So you do that, you get people details and you build a database and, you don’t do it for a short period of time, you do it for every week, every month of the whole year. So it’s part of your ongoing marketing and you’re always building this database, and you nurture that database with high quality content as you go. You build those relationships.

So when people are ready to buy, because you’ve done the work they buy from you. Or if you have an event, you’ve already nurtured these people, they know who you are. So when you have an event, then use your e-mail marketing to sell the event to them. And they’ll pay for it because, firstly you’ve got the time and you’ve planned it and you know you’re actually nurturing for this event, and you’re advertising for this event, eight weeks, six weeks, four weeks in advance. So when it comes time and you have early bird tickets and all that kind of stuff, filling the seats isn’t a problem anymore. Because they also know you and they’ve been reading your stuff and they’ve been following your page, because they’ve been engaging with you in other forums.

So you know, that’s a key concept, don’t use social media to do direct sales. You know, I see it in the industry all the time. Facebook marketers and business coaches have this strategy all the time and they go direct to a dollar sale, that’s not how it works. It’s doomed to fail 98% of the time, I’m sure there’s someone there with an example of where it’s worked. For that example of where it’s worked for, that example I can show you 98, 99 times where it hasn’t worked.

Marketing is not, an advertising isn’t immediate. It isn’t “Let’s do this now and fill the room.” It’s not “We’ve got a thousand bucks, let’s bang it out for the next two weeks and sell our stock.” Its’ a long-term game where you actually do a little bit every month, you spread your budget over the year, and you build your prospects, and you fill your pipeline. Remember the sales funnel, it’s a pipeline. You put people in here then you’ve got this process that nurtures and filters nurtures and filters so down the bottom, you’ve got your ideal clients and that’s where you make your money.

So the point with something with social media advertising is, it’s just putting people in here and let the process, the sales process sort out the rest of the sales. So that’s social media advertising. You know I’m not, this video isn’t about “Don’t do social media advertising.” It’s about “Get the strategy right.” It really works well because the targeting of your prospects is so detailed that it can work really, really well, but you need to get a strategy right.


Oct 17

How To Use Facebook To Create Clients, Revenue and Profits In Your Business

At heart, I am a marketer. And as a marketer I have a bit of a problem with the majority of the social media management industry at the moment. The problem I have is that the goal of Social Media campaigns too often are goals that serve social media rather than goals that serve the business. I personally think anything in marketing, needs to clearly and objectively have a commercial intent, which is to say, serves the bottom line. So goals need to be lead generation, converting to sales, realised as revenue and profits. IE. Its not about engagement, likes, followers or anything else. Its about the money.

And you can do this in Social Media. If you are a social media agency who is not deploying strategy with financial objectives in mind, you really need to lift your game or leave the industry. You are actually stealing the money of your clients. Engagement isn’t a commercial objective, so stop selling it. You need to turn the money your clients are spending on Social Media, into paying clients for them. They need a return or they should spend their money in another form of marketing, where there is a return

With this in mind, I prepared this video to elaborate this point. The transcription is below. I hope it makes sense.

How To Run A Successful Facebook Marketing Campaign That Makes Profit For Your Business (Transcribed)

G’day everyone!

Over the last, probably two years, I’ve seen a lot of social media and in particular Facebook and Instagram, marketing campaigns that don’t work and basically they’re doomed to fail from the start as the strategy is wrong. So I wanted to make a video about how you can create a Facebook marketing campaign, not advertising, I’ll create a separate video about advertising and social media. This one’s specifically around the production of content and posting on business pages and that kind of stuff. But how to create a strategy that’s actually going to work.

And by work what I mean is that, you know social media in a marketing sense, is still about marketing, that’s one of the things that people really get wrong. It’s not necessarily, unless your strategy is about engaging clients that are already your clients and using social media to help with, dealing with client feedback and issues like that. If that’s your strategy that’s fine, that’s a different sort of video.

But this is particularly about using social media as a means of marketing your business. As you know, I see a lot of wastage of marketing budget, particularly in small medium-sized businesses which is terrible, because marketing budget for this level of business needs to be about client acquisition. It doesn’t matter if you’re doing search marketing or social media marketing or telemarketing or referral marketing or networking. You know it’s got to be about client acquisition. And this is the one thing or where one area where social media so often, I think has missed the point because it’s… you know, social media experts and agencies quite often say, “Well you know, it’s not you know…let’s get you your social voice, let’s get you your business voice in social media.” And they talk about engagement and they talk about reach and they talk about likes and that kind of stuff.

You know while those interesting concepts, they are vanity stats. You know, social media marketing needs to be about the return on investment you’re getting for your dollars invested in the marketing. So return on investment means that for every dollar you spend in social media, you should be getting $10 back in profit and that’s the focus that you need to be having with social media.

And look, I get it’s not perfect right because quite often people will find you in social media but then go and buy off your website or meet you personally whatever and you might not hundred percent get that actual lead came from social media originally. But you know that whole sort of process of understanding, that’s called attribution modelling and as you get more sophisticated or may already be a sophisticated enough to do that. But you can build that kind of modelling into your analysis of marketing results.

But this video is about your strategy and your concepts behind social media, doing the marketing and the content part if. So definitely a lot of it about it’s about,. So let’s get back to the basics, right.

What do you want to do? What do you want to do with marketing? No matter what the platform it is, you want to put your core benefits in front of your prospects or your defined target audience, in a way that makes them over time become familiar with what you’re offering, familiar with the benefits you’re offering them, start to trust you through a nurturing phase, and then hopefully at some stage when they’re ready to buy from you, because you’re top of mind, they’ll buy from you.

You’ll get the inquiry, or you’ll get one of the three inquiries so you’ll have a chance, so that’s what marketing is about.

The second thing you need to consider is “What’s this platform that I’m using? What are the core features of that platform and how that going to fit in?” And I think with any online marketing or digital marketing strategy, we can always go back to traditional marketing concepts.

Now the idea with social media is, that the traditional marketing parallel universe for social media as a marketing channel is networking. So what do we do in networking? What we do is we go into a room where we believe our prospects are going to be. We start a dialogue with them, we build some trust then we take the relationship out of the room and try to build the relationship externally to the networking event. And then through the development of relationship and partnership, that’s how we develop business. That’s how social media supposed to work.

So one thing you need to also consider is with social media, is what the actual platforms want and what’s really clear in social media is that the platforms, none of the platforms in any social media channel, really care about business pages. It’s something you really need to be aware of. You know, business pages interrupt conversation on social media so they never really get the exposure that pays for the investment in them. So that’s something you got to be aware of because that’s got to be a core part of your strategy on how you’re using your business page.

So yeah, so we’ve got that, so you need to understand that the business page isn’t really cared about by the social media platform. But the goal is to start generating those relationships and then take them away from the platform and further develop them and then make the sale elsewhere. So that part of the equation, what you can ask yourself is… to get the part of the equation right, it’s simple. What you need to ask yourself is “In my business today, where am I making my sales? Is it at the office? Is it in a shop? Is it on your website?” So once you answer that, once you understand what the, understand you’re going for return on investment which means client acquisition and profit, once you understand what you’re supposed to do on this platform and what that actual platform wants and how it works, then you create your strategy next.

The third party of the strategy is trying to send your prospects to where they’re most likely to buy. One thing that I hear a lot is “I don’t believe Facebook works because I never see any conversions on Facebook.”

Facebook isn’t supposed to convert for you, you know Instagram isn’t supposed to convert for you. What’s supposed to convert for you, is the place that’s converting for you today. Is it your website? Do you have an online shop? Is it someone ringing in your office? Is that how leads work? Is it someone filling out a form on your website and then you give them a call or you have an e-mail nurturing strategy.

So when you answer that question, the next step is, get the flow right in social media. So you put people, or you put your message on social media in front of the right people and you have some nurturing there, obviously it’s not all about sell, sell, sell, but you know, people talk about the 1, 2, 3, hook; or the jab, jab, jab, hook that kind of thing. So at some point in your content, you have to sell, you have to send people to where you make your best sales.

So if you’re making your best sales on your website because you’ve got an online shopping cart, you have to send people there. If you make, if you generate leads which you need to nurture and turn into sales, you need to create a landing page that’s a high conversion and use your social media to send people there.

And then track that in Google Analytics so you can see the performance on how many people are getting to that page from your social media and how many converting into leads and then try to track who they are. So that you know the quality of those leads over time and how they’re converting into real business and whether it’s profitable or not.

And the point I made before about, you know, that social media platforms not really caring about business pages, that’s really important too. And the most important thing about that is, don’t waste budget which is finite for us in small medium-sized business, trying to build an audience on a platform or on a structure that’s in a platform that’s not really supported by the platform. So don’t build a “like” audience on a business page in Facebook, you know, there’s no long term value of that and you have no control of that every time Facebook change the algorithm business page reach seems to drop, that’s historically what seems to happen.

So with that in mind, build the database external, use these as tools to help build a database external to this platform that you have control over and can nurture and you own. So a great example is an e-mail database. Use your Facebook marketing and platform to build an e-mail database so you can nurture and have control. You know with E-mail, MailChimp or Aweber, or Ontraport or whatever, at least when you’re sending your e-mails you know that they’re going to get to the e-mail account of your prospects, you’ve got a chance.

You know, with social media pages these days you do a post, it gets to what? 1% of your audience?  You don’t really have a chance here. So try to, I mean if  you spend money boosting posts have a real defined purpose. “I’m gonna boost this post because that’s working well.” Let’s boost it with the idea that would send people to a lead bait landing page, where they can leave me their e-mail address and their phone number so I can nurture them down the track. That’s how you do marketing using social media platforms.

Sep 17

How To Pre-Evaluate The Likely Success Of An Advertising Campaign

As small and medium sized business owners, facing the world of digital marketing and advertising can be quite daunting. You are probably not expert in this domain,rather being expert in your industry. There are many so called “marketing gurus” selling their expertise and the ALL are saying different things. I’m in marketing myself and I acknowledge all these things.

Having been in marketing for over a decade, I have gained some insights on what should work, and what probably won’t. So I created the following video for you, to help at least set a positive foundation for your own marketing strategy. Now don’t get me wrong, this isn’t bullet proof. Marketing still is dealing with human nature, so you need to take a long term approach and be prepared to test, measure, fine tune and improve as you go. But hopefully this video will give you a good grounding in the concepts you should be considering. There is a transcription below if you’d prefer to read. (And sorry this video is a bit dark)

What Questions You Should Ask When Creating Your Marketing Strategy

Hello everyone. I thought today I’d share a bit of a video about mindset for small business owners, when it comes to spending money on advertising and marketing. And the main reason for this video is that over the recent weeks, I’ve seen or been asked many questions that are from small business owners that I think are probably the wrong questions to be thinking about, or the wrong angles to be approaching when spending money on advertising or marketing. And some of these questions are things like, I saw on Facebook recently, someone posted up as a business owner, he was tired that he keeps liking other peoples pages when requested, but he doesn’t get the reciprocation.

Today I had a gentleman talk to me about Google AdWords and his comment was that the model’s flawed, that he doesn’t want to look at it because the model’s flawed because of a potential for click-fraud. You know, people and bots deliberately clicking your link to rake up your costs. Previous to that, you know I’ve had people say I don’t want to do Google AdWords spending because of the problem with university kids or students who are looking for information, they see your ad and they click on your ad because they think that there’s information there that they can use on an assignment and that’s a waste of your advertising budget.

There’s many examples of these type of questions that as a business owner you might think about. You know another one just for Adwords is really, really common is “Wow 7, 8, 10, 12 dollars for one click to my website and that’s just to see my website. That’s way too expensive you know? That just doesn’t make sense that I’d spend that kind of money on lead generation, you know with such lack of clarity on what happens when they get to my website.”

You know all those questions while they seem valid, they’re all kind of fear based. But they’re not actually commercial questions that you’re asking. And I think if you’re thinking about advertising for your business you need to ask commercial based questions, and there’s really only one that you need to ask. And it’s pretty simple, and it doesn’t matter what advertising you think about, whether it’s Adwords or SEO or social media or putting a billboard up or a TV commercial.

The question you need to ask is:

  1. I’m going to spend this much money on this advertising channel. Is it going to bring enough business to me to:
    1. pay for the advertising;
    2. pay for all the expenses of delivering the product or the service we need to deliver and
    3. make a profit at the end.

So, that’s the question you need to answer. If the answer to that is yes none of the other stuff actually really matters. You know the other stuff you can refine and get better at to get a better result with your advertising budget but to not consider an advertising platform or an advertising strategy for non-commercial reasons in a business sense, it doesn’t make sense. There’s no business sense to that at all.

So, you know, the example with the cost per visit at your website using Adwords you know if your industry there’s plenty of trades like painters you know and pest control where the industry average could be $12 for a visit to your website. Now, if you look at that and think, “Wow that’s too expensive. I’ll never make money out of that.” Without even trying it, I assure you your competitors who are paying for that, because it’s quite high, they’ll be making good money out of that spending. And they’ll probably be cheering and clapping that you’ve decided without even trying that you’re not going to have a look at it.

You know, similarly if you don’t do AdWords because you’re afraid of a university kid costing you a few bucks to have a look for stuff for their assignment, that’s blocking your reaching potentially hundreds of your prospects every month. You know, it doesn’t make sense that you fear about one university or five university kids costing you, you know, 10, 20, 30 bucks is gonna hold back your business.

So you know, it’s quite tempting particularly when you know cash flow is tight. Which tends to be quite often for small businesses. It’s quite tempting to write stuff off for the wrong reason. So I just wanted to put this video out there just to make it just pause and think, “Well what am I actually trying to achieve with advertising?” Which is growth in business. Can I measure that and only that? And you know, make a proper decision. You know, maybe a start with a small test, but make a proper decision as to whether something is going to have the commercial impact it’s supposed to rather than make a decision on other stuff that’s probably not all that relevant.

So, I hope this video helps with your thinking around marketing and advertising.

Aug 17

Digital Agencies and Business Owners – Overcoming the Communication Disconnect

I recently put together an Instagram Story, sharing my thoughts around why you as a business owner may be contributing to unsatisfactory results received from your digital marketing agency. I’m not pinging you with all the blame for an unsatisfactory engagement, as you, the digital agency bring challenges to the table too, all of which can be overcome. I put the story into the video as I think the content is very useful. BUT – its only useful if you, the business owner and digital marketing agency want to share long term, profitable marketing outcomes. If you have a short term get rich quick mentality, don’t watch the video as you won’t like the advice. If you are looking for a slave (Mr Business Owner) or a blind, compliant paycheck (Mr Digital Agency) this video probably isn’t for you.

Transcription: Long Term Profitable Marketing Engagements For Business Owners and Digital Agencies

So, I’m riding to work today and I thought I’d stop off for a quick coffee… because I just wanted a quick coffee. And so while I’m here I thought I would make a quick video about digital marketing in a general sense. So the reason I thought that I’d put this video together is and with my experience in the digital marketing industry, I’ve noticed that quite often there’s a real disconnect between a business owner and a digital marketing agency when it comes down to the service.

And if you’re a business owner, I kind of get it right, because the services you’re paying for AREN’T physical products; you probably won’t even see the consultant for most of the time he’s doing the service. You’re going need to trust at some stage and that can be a challenge because quite often it’s months and months of paying before you actually see a return on investment. And let’s face it the digital industry is quite shrouded in mystery I guess. It’s shrouded in, there’s a fair bit of secrecy and it’s technical.

And the flip side of the coin is obviously the digital agency. I mean if you’re an agency, you understand your products and you recognise how valuable and how much benefit they can produce for a client. And you just need the owner to give you a chance.

And in the middle we have these services. And these services just aren’t simply… they’re not simple to run and they’re not simple to understand. You know small elements of any service could bring the whole service down. So there really needs to be real partnership and delivery.

So as I make my way to work and during work today here’s some ideas that I’ve just been thinking about for a while, on how to bridge that disconnect between a digital marketing agency and an end client – a business owner – if you are either of those it might help.

Now I think to start with let’s just get to some concepts. Because if you’re the business owner, you have to understand there are a lot of elements to a digital marketing campaign, any of which don’t work the whole thing falls down. And sometimes it’s your fault and not the agency’s fault.

So random example, let’s say you’re doing Facebook advertising, you know, so the digital agency is really good at putting a Facebook advertising package together. But, if you’ve got a crap offer or you don’t let the agency copyright the ads it might not work. So that’s right hey, even though you’re paying the agency to do the work for you, if you don’t give them the right resources and you don’t give your clients the right offer, you know, it might be your fault that someone you’re paying isn’t generating a return on investment for you.

And on the flip side of the point if you’re a digital agency, let’s face it our industry hasn’t been great over the last 10-15 years right? There’s been a lot of dodgy stuff going on, a lot of people have been let down and ripped off so we have a mistrust that we have to overcome. And that’s our responsibility right? It’s not the business owner’s responsibility to over overcome an industry problem.

So we have to start by being a lot more transparent and you know a lot more focused on return on investment for businesses rather than more of the vanity stuff. So I think maybe the best place we can start is to as both the business owner and digital marketing agency, if we can understand where the other person is starting in the dialog maybe then we can create a dialogue that makes more harmonious partnership in the delivery and success of the campaign.

So I made it safely to work. It’s business casual Friday today, so a bit dressed down, but I’m continuing the discussion about bridging the communication gap between digital agencies and business owners. I think the next point is about your timeframe. So I think we need to understand that marketing isn’t immediate, you need a long term timeframe. So you’re looking at minimum of 12 months. So when you start the dialogue, if you’re a business owner with an agency or agency to business owner, look to 12 months plus.

And that’s because what you want to achieve is a long term improvement of the leads and sales generated from marketing. You don’t want to look for a three months or less because that instant glory story, it just doesn’t work. So, in context, as a business owner myself, even with my own team doing our own marketing, I never look less than 12 months to properly test and understand how flows work, and how offers work and that kind of stuff. No matter what the process or marketing strategy is we’re using. And to be honest, if I was a digital marketing agency still, I would not engage with a client who was looking at less than 12 months partnership with me. And the simple reason is, it’s really not enough time to actually understand an industry and understand how a service works in that industry.

Now I think the next step is to actually look at services and how they work. Obviously as a business owner you probably don’t understand and don’t need to understand the nitty-gritty of stuff, that’s why you get a consultant in. But you know to be honest, on the flip side of that I’ve seen some real doozy-doozy strategies that would just never work, presented as value-add, over the years. So that’s a real issue and I really acknowledge that issue, that there are dodgy strategies in marketing out there.

Now I think there’s a really clear answer. And it’s pretty simple, because in my years in marketing, which is you know over 15 now, I’ve never seen a value digital marketing strategy that can’t be explained by logic or traditional marketing. So as the digital marketing agency, why don’t you start by trying to explain things to the business owners that you’re pitching to, in terms they can understand using logic and maybe using some traditional marketing concepts.

And if you’re a business owner and you’re not getting that kind of explanation from digital marketing company, you know maybe there is something that’s hidden. I certainly wouldn’t engage with someone who couldn’t explain it in terms that I can understand and I’d certainly steer well clear of you know, secrets, or you know, those proprietary this and that. You know I would not engage if someone does that. The actual campaign should be able to be explained logically.

So to give some examples, you know the service of SEO. It’s basically the common day, or today’s version of the old Yellow Pages. You know, you’re searching for something you go where you know people are listed and you find the people that listed there. That’s SEO.

Social media marketing, you know that should be explained to in terms of networking. You know, going to a networking meeting so your mingling with the right group that you know is going to generate your business. That’s how social media should work. [AND BE EXPLAINED]

You know Google AdWords or pay-per-click advertising, you know that’s kind of like the old day billboard sort of an advertising strategy. You put the right message on the right street so the people that are driving past get the message and take the action. You know it’s explainable.

So there’s just some general concepts with marketing. Hopefully this this video will help engender better communication between digital agencies and business owners for more long term and high value partnerships.

Aug 17

Business Owners – How To Keep Healthy When Overwhelmingly Busy

I think all business owners will face this at one point or another. The demands of clients, staff, getting the job done, family at home, it all adds up leaving you with basically no time for yourself; for physical, mental and emotional health; sometimes even for sleep. Been there done that (and didn’t enjoy it at all).

Over my years in business I’ve found a formula that works for me, keeping my baseline of physical, mental and emotional health going. In the video I put together below (as an Instagram Story) I share my process for this. I hope you enjoy it. And feel free to share any of your own tips in the comments section on YouTube.

Video Transcription for the readers:

Business Owner Health – Keeping Strong When Busy

I think one of the things that we all face as business owners are those times when business can sometimes take over our lives a bit. And one of the keys to long-term successful business I think is make sure we keep fit and healthy during these periods. So today, I’m going to share with you my tips for keeping fit and healthy as a business owner during those periods where business encroaches on our personal lives. Is obviously this is not only key to happiness and health but also to business performance and creativity.

I think a really good place to start is, what I do is I look at my routine, my daily routine and I just see if there are subtle changes I can make to my routine that don’t impact my routine that can promote my health, and a great place for me to start is how I get to work. So today, for example instead of driving to work I’m going to ride and no, I’m not gonna wear lycra.  Now for most of us this may take a bit of planning. For me, obviously I have client appointments and things like that I need my car for… so I just got to look it up on my calendar and make sure that I acknowledge the days where I don’t need to go do stuff and pick those days to ride.

So, I think the next idea that you can consider as a business owner… is to find an activity of some kind that you love, And maybe go back to the things that you used to do as a kid and used to love doing as a kid to find some inspiration for that. But something that you really love. Because I think that one of the issues with this, you know the idea of going to the gym or running or working-out and exercise, is that it’s still work. You know, unless you have a real, real passion for it, it’s still work.

So I think what actually happens to us as business owners is when things get a bit overwhelming at work, you know, we need a mental break. So what we do is in the rest of our life, is we drop other things that are mentally work for us. So if exercise or going to the gym is actually work for us, as in “the workout”, you know that’s going to be something that we’re going to look to drop when work itself is overwhelming.

So you need to find something that you enjoy so much that when business starts to overwhelm you it gives you that mental break, it doesn’t contribute to your overwhelm, it relieves it. And for me it’s the ocean. Now I’m getting the ocean almost every day.

I’ve always got a pair of boardshorts in my car and this is just because sometimes I’m driving past and it calls, like I need to jump in. And when I’ve got a pair of boardshorts in the car I can. And I do lots of it, I do surfing, surf-lifesaving, ocean kayaking, freediving… I just love it all you know. If I’ve only got 20 minutes, I’ll just go for a swim. But the point is when I come out I’ve really enjoyed it and it’s been a mental break for me.

So find something you love and from there, use your lunch breaks, use every single lunch break get out and hopefully do something that you’re loving. But just use it to get a bit of activity, get the blood moving. And you’ll come back, you come back to work a lot more creative, a lot more problem solving at work.

All right, the next one is super, super simple, In the course of your day-to-day just stop aggressively avoiding walking. It’s amazing how, the extent we go to, to avoid walking. Actually one of the things that I find really, really amusing is shopping centers. You know how we all hustle, hustle, hustle to get the car so close to that front door so we don’t have to walk a single step further between our car and the front door… and then we go through that front door, and proceed to walk for the next three or four hours. It’s pretty funny.

But anyway, one of the things that I I try to do is I try to deliberately and consciously in my day-to-day, park far further away than I have to from the front door of where I’m going. So it just makes me walk a bit further. It doesn’t impact my day or my appointments or anything at all. All it does is mean, it means that my body’s moving and constantly through the day and it just keeps that activity going and it’s a great way just to keep that that basic level of fitness.