Business and executive coach
Peter Boolkah on the Mentor Business Podcast
“Pay for your clients in content, not ads, and be on the first page of Google when they ask.”
Peter Boolkah is a business and executive coach who lost most of his business overnight in 2020, worked out how to win clients from search himself, and now gets his coaching clients from the first page of Google without paid ads. He comes on the Mentor Business Podcast often.
In Peter’s words
“If data is gold, then words are platinum.”
“A lot of people do marketing on channels their customers don’t exist on.”
“No one’s here to do you a favour ever.”
What Peter says
The points owners took away
- Where do you start?
- With where your customers actually spend their time, not where you’d like them to be. Get clear on the ideal customer and the significant others they listen to.
- How do you get on the first page of Google, and into ChatGPT?
- AI tools lean on what already ranks, so the top three organic results matter more than ever, and the page has to fully answer the question. Thin pages give an assistant nothing to recommend.
- Who should run your marketing?
- Not a trainee. If you are time-poor, get somebody good who can set the strategy and drive it, so you can work on the business.
- Are Google Ads worth it?
- They have their place, but you will pay for clients one way or another, so pay for it in content that keeps working after you stop paying.
- What is marketing for?
- Leads and revenue. If someone tells you they are marketing for brand presence, ask what that is actually for.
