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Alex:

Hi, everyone. This is Alex and Mike with Sage Digital Agency. We’re here today with a very special guest. His name is Nov Omana. He is the CEO and founder of Collective HR Solutions. He’s an HR technology expert with experience in the HR and tech arena for more than 40 years. Nov is known for his thought leadership and understanding of combining and leveraging technology with a reputation for connecting the dots between technology and to create new solutions to solve business problems. He is a certified human resources information professional since 2010 and the winner of the prestigious IHRIM Summit Award. Nov, that was a lot of info, but we are sure glad to have you here today. Thank you for joining us.

Nov:

Well, I appreciate it very much and thank you Alex and Mike for having me on. I’m an HR technologist so technology is the basis of everything I think of and I’m very pleased to be able to have you guys as my experts to ask some questions because I’ve got some thoughts about where we’re going in terms of the workforce, and the importance of what I think will be an important perspective of how do I sell myself on the internet when we talk about the gig economy. That’s my premise today is let’s plumb the depths so to speak of the knowledge that we have and see what we can do in terms of figuring out what does the gig economy look like and how are we going to sell ourselves. If I can give you about two seconds about what I think the gig economy is all about.

In the world of HR that I work in, we are seeing people wanting to become independent contractors. People controlling their work, going where they want and seeing what they want to do on have a job after job. As doing that, I think what we’re finding is that we’re going to end up with something that looks a lot like the eBay world of contracting. In other words, I’m going to put myself out there and say, I can do X, Y, and Z. I may have some reviews about that. I may have some trusted friends giving me some reviews or whatever, but how do I leverage my exposure in the internet world and not get lost in the shuffle? And I truly want to ask the two of you, am I talking about creating my own gig website? Who am I? What can you tell me about your thoughts about where we would go with something like that?

For many people entering into the perspective, let’s say I’m just a first time contractor. I’ve got great skills, I’ve done a couple of cool projects and so on. If I were going to ask you, where would I start? Where’s the concentration? Do I create a website that lets me wave my hand in the internet world and say, come see me? Does there need to be an appealing site? Does it have to have components of things like either comments, reference-ability or reviews, anything? What are my considerations when I’m trying to bring myself out there and create this internet presence?

Alex:

I think we’re in a position of look, we’re right in the midst of the coronavirus pandemic. Many people are either laid off, definitely working from home. We’re in a very interesting scenario in the world history of course. Here’s my position. We have to ask ourselves, okay, let’s take your group and the HR technology person, right? Maybe hours have changed. Certainly working from home more so than not. They have a skill-set, right? And we have to ask ourselves, how can we properly market this particular skill-set to a greater audience would be a need outside of who they currently know? The answer is, okay, is there a platform currently that speaks specifically to HR professionals working in this kind of way? If there is, certainly I would create a profile and put myself out there for my skill-set and reach out to prospective people.

Alex:

Alternatively, I would say more interestingly from our side is, okay, maybe a website is in need. Maybe a specific landing page can be created that outlines all of the benefits of working with this particular person. And maybe, just maybe, we spend some targeted ad dollars on a platform like Google ads or Facebook or LinkedIn, probably more likely in this point. I’ll let Mike speak to that, but we could show some really targeted ads and say, are you looking for X, Y, and Z ? If so, click here. We can show targeted information, they can come to a landing page or a website that describes that and we have an opportunity to connect with people that otherwise we wouldn’t have.

Nov:

I like the two cents and as you said, I like this idea that I am building up an internet presence that will differentiate me from others and maybe just cut myself in with maybe an association of people like me, but I need to stand alone. And you mentioned some magic words in there. Google ads and Michael, I know that you’re an expert on that. Let’s talk about that with regards to somebody again, as an independent contractor, who probably doesn’t have a great deal of revenue right now. If we do well, we’ll have more, but we don’t have a lot right now to spend, what are your words of wisdom in using Google ads? I hear about them, not quite sure what they’re all about.

Michael:

I guess first and foremost, before you even begin to get into Google ads, along the lines of what Alex just said, I think as the freelancer, as the person entering the gig economy, they need to get a very clear picture on who could they provide the most value for. I think that’s going to actually set the foundation for any marketing effort or how they design the website, what they put on the website, how they run their ads, who gets targeted. Anything that’s going to go into their freelance gig, I think really needs to have a clear understanding of who’s the best client for that person. And I say that because this is not factoring in someone who just got laid off, who is in desperate needs of money, because jumping into a freelance gig like that, if it’s not the right fit and understanding when to say no and what’s the right client and what’s not the right client is really going to set the tone on how successful they are as a freelancer.

And also, it’s going to set the tone on how successful their marketing efforts are. If someone is just looking for any job to do and they just jump into it and they’re not able to devote enough time or they don’t have the correct expertise or they don’t have a clear understanding of the scope of work, regardless of the marketing, the gig itself isn’t going to work out, the referral isn’t going to come back to boost up more gigs. Once that core question is answered of I was a freelancer, who do I want to get as a client, and I would almost go out and try to put a persona together of who do I want to have call me? And then, at that point you can start to create ads and target very specific businesses that I think I could deliver the most value for.

Nov:

I have to say, Michael, that is wise words. As I was sitting here listening what you were saying, this idea of who do I want as my client? What kind of services can I provide to somebody that makes her life better, easier, whatever the case may be? I think that’s a mistake that many people don’t look at. They don’t understand who they service. They just know, I’ve got a lot of skills. I’m sure if I just wave a flag in Python or something like that, they’re going to come flocking to me. It’s probably to your point, you’ve got to know who you’re selling to and what you’re providing. You can sell that and market that.

Alex:

You can really hyper-focus who it is you’re talking to because essentially whenever Michael is going to go in and create ads, whether it’s in Google or Facebook or LinkedIn or any platform, he’s going to want to say who is this prospective person we’re talking to and let’s talk exactly to that person or that type of person.

Michael:

It really is a two way relationship. It’s not, I’m a freelancer getting hired by another company. It’s working with another company. I think that’s where people who are freelancers who are just getting started often have a lot of confusion or they just think that they have to say yes because someone just offered them a job when at the end of the day doing the remote work, being able to work from anywhere, there’s so many options for you to choose from. You’re not limited to working only within the businesses within your city or your state or the country.

Michael:

There’s often times that clients will approach us for certain types of projects or ad spends or whatever, and sure they’re coming to us looking for us to do work for them, but if we don’t think that we can drive the right type of value or we don’t think that it’s the right type of fit, often we’ll send it out or find someone who’s a better fit for them. And that’ll pass business to other people. Really having a core understanding that it’s a two way relationship, I think is the second thing that someone entering the gig economy really needs to have an understanding of. I think those two elements will really set the right tone for making them a successful freelancer at whatever they’re doing. I know from a digital marketing standpoint, a bookkeeper who is going to do work for an eCommerce company is going to have a very different skill-set than a type of accountant that’s going to do work for an HVAC company doing air conditioners.

Just the type of accounting and if I was an accountant and I was looking to get hired, I would think about my past experience or what I think I could excel at or what I have time to apply for. I wouldn’t probably go into trying to get an accounting job for a franchise restaurant if it’s my first job and I’m right out of college. I’d probably look for a smaller business, something that I can really do well for. Maybe that’ll turn into a long time permanent position or maybe that’ll help escalate me to my next job.

Nov:

Well, and again I come back to your earlier comment about knowing your audience and how you’re going to service them. It just strikes me then that I’m not trying to create a website that’s so flashy and I’m spending a lot of money and your time, if you will. My money, your time to create something that really is not going to serve the purpose of really, if you will, bringing the right client, speaking the right language. Alex, as you’d mentioned, and really speaking a way in which they’re going to understand what I can do for them and then creating a good business out of that. I think these are extremely invaluable perspective and like I say, I run into many people, and the fact that we are seeing people losing their jobs again because of the pandemic that there will be a rush for people looking for work and people out hiring.

And I think we’re going to see people going, I worked from home and it really wasn’t that bad. And in fact, it was kind of nice if I had some other things to do and a revenue coming in. But I like that idea of I can control my environment. You’re telling me we don’t need to create this flashy thing. So, let’s talk a little bit about the steps you guys would recommend for somebody getting into this business. Just put it in the context of the services of a web designer, what are my first steps as a customer of yours?

Alex:

I’d say first and foremost, let’s see what we need to create first. Do we need a full blown website? As I said, I use the word landing pages. To clarify, a landing page is a one page simple site that is about information and essentially more than anything else, it’s about conversion. Sometimes, it’s much better to send a prospective lead. Let’s say we’re going to spend some money on Google ads or in some other platform to generate traffic. Sometimes, it’s better just to send them to a one pager that says, hey, here’s who I am. This is what I’m offering. Call me now for this particular special, and that’s it instead of allowing a customer to get lost on a big site with a whole bunch of content. So, that’s number one. Number two is maybe we don’t have the time to develop something. Maybe it’ll take 30, 60 days to develop a full blown site for let’s say a smaller business or a medium business, but that may not apply to this individual or this small company that is to do more online right now during this particular time.

So therefore, I say maybe a landing page is a good option. Then put that marketing money directly towards ads so we can generate revenue for you right as soon as possible. Get the phone ringing, get emails coming in right away. Mike, you agree with that?

Michael:

I completely agree and the reason why I think landing pages are so valuable, because you can really use them almost as a proof of concept. Before you invest into a business or a specific vertical, if you have a skill-set that you think will work, building out two, three landing pages, you can really market them very differently and you can see what sticks. Maybe you go into something thinking that I want to do X job, but you find maybe there’s not that type of demand or maybe you’re not able to get that type of money or the work doesn’t come fast enough and you want to try to find something that’s going to be a little faster growing.

You can have a different landing page that markets your skill-set differently. Alex can tell you better than anyone, when it comes to website designs and first of all, I put my two cents is people often overthink the importance of the actual design itself and they don’t put enough thought into the content, which is really what needs to be delivered. But how you would market a specific product too, if you’re a business trying to sell to another business, is going to be very different than how you’re trying to sell to a customer. And if your skill-set’s versatile that you can sell to businesses or you can sell to a consumer the content and how you market the websites are going to be very different. So, landing pages are a very valuable asset. You can make multiple landing pages, they don’t cost a fortune, they’re very quick to produce.

You can use it to see what’s gaining traction and then focus on what is gaining traction. And maybe if you have a passion project or you want to do another focus or another vertical, you can apply that landing page and market it at a slower rate and it’s not a loss. And the bigger factor’s, you’re not spending, like Alex said, 30, 60 days spending X amount of dollars to build a website that you find out doesn’t work. And what’s going to be worse than that? If you’re not working, you’re not getting income, now you spent all this money on a website that doesn’t work?

Nov:

You’ve mentioned three things that came to mind. Let me go back and ask it in this manner. When you talk about a landing page, do I need to have a domain name? Do I have a novomana.com? Let’s start with that one. Secondly, Alex, you mentioned marketing me. Can you explain a little bit about what that marketing means? And then the third question I have, which I think ties those two together, can I take these landing pages and create then a more robust website now that I’ve gotten lots of engagements? The marketing that you mentioned, Alex, and when you talk about marketing, what does that look like? And the last one is, now that I’ve gotten some business, can I take these landing phases as Michael was mentioning and pointing them to different audiences as marketing a little differently? Bring together into a website or am I going to redesigning it?

Alex:

Domain name, yes. We’re going to go to a registrar, GoDaddy, something like that. And we are going to acquire a $15 per year name that will be specific to the site that we create, yes. Number two, with respect to marketing, I think that’s such a broad question, but at the end of the day, if we’re going the landing page route, we want to do something tactical. We want to create something that is specific to the services this particular person can create or can do on behalf of another company. We’re going to dive deep with them and say, what really are you doing? What service are you really offering? What benefit are you offering and we need to extract that and that needs to be what is highlighted from a 30,000 foot view on any landing page or any content we create. I think that’s very important. Michael of course will go into a lot of detail about which platform might be best. I think a lot of it is dependent on the particular situation, but there’s a long road we can go down together to really define that.

And thirdly, you asked me what happens when we’ve created these landing pages? Are we stuck with them? Can we build upon them? So, elaborate. So, number one, our platform and the platform of which we build sites, the landing page platform is not different than a full blown site. If one was to say, hey, let’s put a landing page up now. For whatever reason, for a concept, to see if we can prove our specific concept or for whatever the purpose is, we can take that and let’s call it phase one. And if one was to say, after some time, hey, this has been a successful thing that we’ve worked on so far, let’s improve it to be a full blown website, more content about what we do. It certainly can be utilized in a variety of ways and it wouldn’t be something where we would just have to start from zero, if that answers your question.

Nov:

I think it does completely. Thank you and I will tell you, you’ve got me extremely excited to go and just become a gig economy person right off the bat. You’ve given me some insights and tools. Can you help me just sum it up? My first step, I’m going to call you guys, but where are you going to take me first? I heard you say something that just triggered in my mind and that is I’m not putting my resume out there on a landing page. I’ve got to put some meat behind this thing to say, what is it I can do for you? Is that the right way to put that?

Alex:

Yes, and I think you said it earlier in the conversation. It’s, look, let’s just say there’s a website for HR technology people that exists and it’s a marketplace where you can go and find people. One of the biggest problems is you’re getting lost amongst all of the other people. When you’re talking about paid search or spending some money on social media platforms in order to generate traffic to a landing page, these people, they’re seeking you out, so to speak. You’re not lost amongst the 50,000 other people that are there. You have an opportunity for a brief moment in time to show who you are and what you can provide at its core very quickly to somebody. If they accept, it’s a beautiful process, right? They didn’t know who you were. They saw an ad that resonated. They clicked on the ad. They decided to email or pick up the phone. It’s really quite an amazing thing. Mike, wouldn’t you agree?

Michael:

No, not exactly.

Nov:

I like that!

Michael:

I personally think as a freelancer who’s building out a landing page or a micro site or a website [inaudible 00:18:06], whatever. I really think that they do need to use it as a version of their resume because that’s what potential employers or people who are looking for their service that are to hire them, they’re going to look at it. They’re going to go to this freelancer’s website and you’re really going to have the same components. You’re going to have something about who you are and why you do this and what you get out of it and the passion you have for the specific skillset or industry. You’re going to have some content on the projects you’ve done before. Now, certainly there can be limitations if there’s confidentiality or non-compete agreements in place, but you could have general case studies or specific usages of how you’ve helped companies grow.

Michael:

At the end of the day, no one’s going to hire a freelancer for the skillset, but it’s what they get out of that skillset that the person who’s hiring is going to get the value from. So, you’re going to have your background and your history and your experience and some reference comments, and it really is the resume that someone’s going to be looking at before they go on to hire someone. If I’m looking for a graphic designer, okay, fine. You don’t have to have quote unquote experience. And unlike a resume that whatever, they tell you to limit to a one page or two pages, whatever they say. Using a landing page, you can get so much more content on a landing page if it’s designed well because you’re going to keep that reader engaged and they’re going to be scrolling and scrolling and finally they hit the bottom.

Whereas a resume, they get all the white paper with the black ink. Occasionally, someone gives a little funky design and that’ll catch attention for two seconds and they’re onto the next one, but the website is going to keep them engaged. Being able to use that landing page and now again, if you’re a graphic designer and you’re looking for freelance work, fine. The experience doesn’t necessarily matter because you can be a good graphic designer out of some YouTube tutorials and six months of experience or you can be a not so good one who’s been getting by for 10 years. But you’re still going to have your portfolio, you’re going to have what you’ve done. It really is going to act, I think, as a resume type of a function for potential employers.

Alex:

Mike, one thing that you said that really struck me is you said, look, for example, somebody is not going to hire me, Alex, because I’m a WordPress developer. They’re going to hire me because I’m going to generate a website that will bring leads to their business.

Michael:

Correct.

Alex:

I think it’s a really good point. I like that and I agree with that as well, but again, we’re saying would you agree that the landing page essentially is a way to stand out? It’s a way to funnel traffic that’s actually looking for what it is that you’re doing. It’s a way of standing out amongst the crowd. Would you agree with that?

Michael:

100%. when we look for specific freelancers, whether it’s a medical content writers to write content for a doctor, or if we’re looking for a specific graphic designer that understands how to do certain types of illustrations, we’re going to go on and we’re going to see what they’ve done before. And being able to have a landing page with valuable content, not filler text, that’s probably the thing that drives me the most nuts is when someone has a landing page or a website and it’s filled with the same content that you get everywhere. That doesn’t actually deliver any value, that doesn’t say what you’ve done or how you’ve done it or resort actual thought provoking articles. They fill it just to fill it just so they have something, but at the end of the day, if you can go in and read paragraph by paragraph and strip out 90% of it, that 10% is all that they really need. And again, instead of putting so much thought into the design or what you have that’s the content or thinking for days about a domain name, none of it really matters. You need to have a minimal viable product to get it out there and then you can make changes. You don’t like the domain name, fine. You can get another one. They cost $15, not a big deal.

You get started with a website, you figure out what’s missing as people start asking you questions, you can add to it. The important part is to really have the meat and potatoes of what you do and how it will help another business because that’s what they’re going to be looking for. I often see the landing pages get filled up with crazy designs, user experiences that are hard to navigate. You can’t figure out where the menu is and it just takes away from the core skills that this freelancer wants to do. If they put less time and thoughts into trying to build something themselves, have someone who knows how to build converting websites, do it, they can put their time into either marketing the website or doing what they’re trying to get for the freelance gigs.

Nov:

The two of you have given… If I were a brand new gig economy entrant into this world, you’ve given me hope that I don’t have to spend weeks to figure out how to make this happen. And Michael, I liked what you said, even though I disagree with what Alex said. And that was I’ve got a resume, I probably have it all the time and ready to go and it’s got content and in that content is a lot of things that says I’ve done this, and I’ve had this impact on my employer when I did that. That is selling. That is what people are going to get. Converting that over and putting it into a website is what you guys do so well, but it means that I don’t have to wait for weeks to have something is viable. That is hope. I think if we have given hope to the gig economy.

Michael:

Unfortunately, hope is not a strategy and I’m happy to touch on the actual strategies of marketing this website. Depending on the vertical… Now, you have to figure out as the freelancer, what do I value? What can I afford? How do you allocate time? Because there’s a balance between what you can do yourself for free and what actually costs money. Now, if you’re busy and you don’t have time then hopefully you have money to invest to start building your own business. If you don’t have work, then you have time and that time you can apply to organic channels that are not paid placements and you can market it that way. And every vertical is going to be different in who you market to and how. I think the first question that we often get is how much is it going to cost? And that’s a very open ended question. It’s like how much does a car. You can get a car for $2,000 and you can get a car for $250,000.

Now, the first question is how are you going to market it? Who are you marketing it to? And at that point you can begin to figure out the right channels, the right type of content to promote. We can run ads for anything, highlighting specific projects. Let’s say you’re a software developer, you develop medical software and that’s what you’ve been doing for the last 10 years. If you’ve been developing medical software for the past 10 years, then there’s going to be specific points and whether it’s HIPAA compliance or a specific coding language that you would want to market, you can market to a very specific skill-set of who would actually hire you. You could market directly to the HR managers, whether you’re targeting them on LinkedIn or you’re running ads on Facebook or Google or paid placements in specific marketplaces.

There’s a vast number of ways, but for most people who are very cash strapped and on a budget, wanting to see if this freelance gig thing will take off for them, I would first start with who’s in your actual network. Because that’s not going to cost you anything, you’re going to go through your phone, you’ll go through your LinkedIn, your Facebook, and you’ll see who could I do some work for that’s going to get value. And the cool part about this is you’re not limited to only people who are hiring managers as a traditional job. You could reach out to people who are in the same line, the same vertical work that you used to do. Again, let’s use a software developer, I can market myself to other software developers who might know someone who needs an extra hand for a couple of weeks at coding a new feature. In, you’re out, you know the language and you made a paycheck.

Whether it’s a full time thing that people are using the freelance gig for or a part time side hustle, there’s not a right or wrong answer, but once you have that website, you can start within your network that you can already reach out to and that doesn’t cost anything. Now, if you want to start talking about email marketing, let’s go with email marketing. Email marketing is a great way. If you already have the contacts, it doesn’t have to be a massive list. People get this thing that I need 10,000 people on my email list. You don’t because I’d rather have 900 people who read my emails every single week than 10,000 people that just push it to spam. It’s not going to do anything. Building up a quality email list of people in the industry or potential hiring managers and sending them valuable, relevant content, that doesn’t take anything but time.

You build up your list, you can use dozens of email service providers that you can get started with for free and you slowly build up your list of valuable content and you send a message once a week. And if that person who maybe they’re not ready to hire you today, maybe it’s in three months, four months, two weeks, who knows? They’re going to start to remember, I get this newsletter with actual insights and valuable content that helped me do my job better or let me see this side of the business that I didn’t really understand or explaining complex principles in a easy, digestible way and now I’m ready to hire. Who am I going to go to? I’m not going to spend my time trying to sort through resumes. I’m going to go with this person who I already somewhat know. Email’s a great way. It’s very inexpensive and it’s very effective. Email for many businesses are still driving the highest amount of revenue.

Then you have paid ads. And paid ads, whether it’s on Google or YouTube or Facebook and Instagram, it’s paid placement, it’s no different than a billboard. You’re paying for a specific placement. When you get involved with marketing a specific person or a skill-set, it’s really about creating engaging content. Let’s say I was a freelancer and I’m trying to get a gig to do paid advertising for a company. I could sit down on my computer, do a screen record and break down complex ways to set up ad campaigns, put that video online and then run ads to it and target people who I know would be looking for someone to run ads. Perhaps business owners, they might be in the neighborhood trying to figure out how to do ads. They spent three hours trying to figure it out. They can’t concepts of Google ads. They see my video breaking it down real easy. Great.

I gave them content. Some people, especially when they just get into this gig economy, they think, I can’t give away my secrets. And I got news, for 99% of the things out there, whatever they think that they’re hiding their secret sauce, if you will, it’s for free on YouTube. It’s just who’s going to execute it better. Me building out an ad campaign, it’s not rocket science. I just know how to do it very well and I’ve been doing it for a long time. So, I know how to find the keywords. I know what keywords are going to be relevant. I know what ad copy is going to work. Google will break that down for you step by step on how to build an ad campaign.

But are you going to get the same type of returns as you are going to go with someone who knows how to do it well? No, most likely not. For what it would take for me to break down how I would do it, it’s not rocket science, it’s not some proprietary intellectual property that I can’t give away. It’s the same content that you can get from someone else, but that could provide a lot of value, save someone from a lot of headaches could save someone time and at that point maybe they want to have a phone call. It’s not that it’s going to sell. People think that Google Ads is some sort of ATM that you’re going to put $1,000 into ads and you’re going to get 10 grand out of it. It doesn’t work that way. You’re going to put your ads out. If it’s done correctly, the right person is going to find your ad. They’re going to click on it and if they like what they see, they’ll give you a call. There’s still effort that someone has to take to be able to call and close the deal out from a sales side, but you can get very granular. Again, it’s going to be who do you want to target.

Nov:

You’ve given us some really insightful perspectives. My personal feeling is this. You’re the right people to come to, or people like you, to help me take what I know in my current world, i.e. resume, my thinking, my skill-sets and all that stuff and put it into something. Are you in the position to guide me step by step? Are you the people that work with me very closely or am I going to follow a guide that you’re going to send to me and then I’ll contact you when I’m ready? The reason I ask that is because many people getting into this world are going to need to be held by their hand, literally. Maybe a little insights on how you guys do your business?

Alex:

First and foremost, from a 30,000 foot view, there’s two ways that we can approach this. It’s the done for you way or it’s the we will educate you and walk with you and train you to do it on your own, or some hybrid of the two. And I think that’s really the point. The answer is certainly every scenario is different. Every person’s needs are different. We’re certainly not going to create some standard PDF and send it to somebody and say, good luck to you. Here you go. That’s certainly not the case. Mike, if you’d please weigh in and your thoughts on this.

Michael:

I completely agree. Whether you’re a person or a small business and you’re looking to use your skill-set in another capacity to reach other people.,We could put together any, like Alex said, a done for you package. We could outline a plan or we could do some combination of, let’s say you have some time on your hands. You could do maybe the social media aspect yourself and we’d be happy to facilitate the email marketing.

Alex:

Yes. With your guidance though, Mike, for sure. Give a good example. People sitting at home right now that have more time to do this, nothing is better than conversational content, just like what we’re doing now with this particular podcast. Let me just mention this to our listeners. What are we going to do? We have this podcast that’s going to run about an hour or so. I’m going to be able to transcribe that into a blog format and that can become really great content that we have on our website for our viewers to read or to listen to via the podcast and for Google to recognize that we’re talking about this particular stuff on our podcast. So again, if it was me, I would say that a person that has the time should certainly try to create content because, hey, they’re the subject matter experts, not anybody else. And to help guide them down a path that will say, hey, here are the deliverables that you should probably focus on over the next week. And in conjunction with, as Mike said, doing some of the higher level stuff, more technical stuff, the learning curve is much higher. Mike, am I speaking correctly on this?

Michael:

You are spot on. We really need to be able to hone in and focus on what you’re able to do best in any capacity.

Nov:

Again, the novice is not going to know the path they’re going to take, but they’ll certainly know what the destination is when you finish it. I like that [inaudible 00:33:05]. I’m the content expert and I know me and I’m going to ask you to give me the tools and then you’re going to show me where to go to build a house fuel, but I’ve got the land. I got the knowledge, I know exactly what I’m going to do with it, I just don’t know what it looks like right this moment. You’re going to help me figure that out.

Alex:

We will architect that plan for you.

Nov:

That’s exactly the word I was looking for. Architect the plan is exactly it.

Michael:

The nice thing about this type of strategy is it can be a very agile strategy, as in it can change really at any point. You’re not actually committed. Unlike building a house, once you lay that foundation, you really can’t change where you’re going to put that plot of concrete because it’s already laid down. With this strategy, whether you commit to building a landing page or starting an email funnel, if it doesn’t work or you don’t like it or you decide you want to pivot it, you’re not really obligated into anything. It can really be changed at any point.

Nov:

I think flexibility is part of the key. I would want to expend my money, limited as it may be in the starting, wisely. But I also don’t want to say that it’s a throw away and what you just said there means it is not a throw away.

Alex:

It can be re-purposed and as I said, if it’s just a landing page that we then build out into another site, if it’s content that’s been created, we can be repurposed into other things. And Mike has said this in the past too, and he used the analogy of the billboard, this is not something that’s pasted somewhere that cannot be changed for 30 days. If you can make real time adjustments, Michael can go into a Google Ads account or a LinkedIn account or Facebook, whatever it is and make real time adjustments to the strategy based on the results on the ground, so to speak.

Nov:

Well, gentlemen, I think I’ve pretty much asked my questions. Like I say, you’ve given hope to the new gig economy. I know many people that ought to be listening to this, some people that are bumping out on their own and people that have been forced out to rethinking where they’re going next. But I think this is valuable information and I thank you both for inviting me.

Alex:

It has been a great pleasure. We enjoyed it. I would like to ask our listeners to please check out collectivehrsolutions.com, that is Nov’s website. And his Twitter handle is #hrtechxprt, we’ll make sure it’s in the comments. And Michael, thank you for your insights. We really enjoyed it.

Nov:

Absolutely. Well, thank you all and we’ll look for another podcast in the near future.

Alex:

Certainly.

Nov:

Take care now, thanks.

Alex:

Take care.