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Amanda Leek creates online content marketing for social media, blogs press and PR for quirky and unusual companies. She finds unusual stories and brings them to life with words.
Amanda runs an online membership called ‘Pounce’ providing marketing tips, advice and prompts for smaller business that would struggle to afford agency prices. taking inspiration from her background in journalism.
As a journalist Amanda worked for local newspapers covering finances, technology, and business as well as arts and culture.
We discuss Amanda’s time as a journalist and how her coverage of road traffic collisions played a role in her departure leaving journalism. We share our thoughts on why RTC’s are not covered on a large scale in the news despite 5 people dying every day, on average throughout the UK.
Is it just as simple that it is not as exciting as crime with intent? Or is it that it is now that common that it’s not news, because it happens all the time?
Amanda explains how much personal relationships play a part in both marketing and sales, using me as the example. Because she had seen my videos and posts she classed me as personable and trustworthy, which would lead her to coming to me for lessons, rather than googling for strangers.
The persona I put across online is that I’m not threatening, and you can only create that persona by being visible online.
Reviews also play a big part in this.
Amanda points out that if you have a lot of positive reviews from women, that will make other women feel like you can be trusted, thus creating a niche market.
Being a stranger, doesn’t make you threatening, but it does make you an unknown quantity. Whereas if you have your picture in your profile, you’re visible online and you have plenty of good reviews, it puts you in a much more positive light.
Referrals are important and are often a first port of call for any customers, whether that’s online reviews or friends passing on details. But these should not be relied upon as the only source of customers. The average 30-year-old may not know anyone who’s taken lessons, so will need to look for instructors themselves.
By marketing yourself in the right way, you can not only get more customers, but you can also get more of your type of customers.
Even just by having a website with your contact details is a step in the right direction. It’s a place where people can find you and a place where you can put those reviews.
The best reviews talk not just about how good a driving instructor you are, but how you are as a person. How you teach. How you approach lessons. How you put the customer at ease. Reviews that include some personal traits show the person, not just the instructor.
Amanda goes on to discuss the need for using both a Facebook business page and a personal page. That a business page is excellent for sharing content, but without paid adverts it will not reach as many people as a personal page, so we need to use both.
Facebook book is about sharing. Sharing pictures of birthdays, holidays, celebrations and driving test passes. Plus, people love to look back on them when they spring up in their memories.
It’s also great when a student tags you in their posts. Not only do you get put into other people’s feeds, but it’s a ringing endorsement. Getting those posts in your local Facebook groups are a massive boost too as this puts you into feeds you wouldn’t usually be in.
If you only post on your own page, you’ll remain in your own circle.
Stories are also key.
Students focussed on price are not thinking long term, but by telling stories about how some of your students have succeeded in trying circumstances, it get’s the readers to think more about this. To put themselves in that position. To imagine themselves passing a test and having that freedom.
And that’s what we want.
Customers coming to us looking to learn safe driving for life.
You can find Amanda Leek at:
Publishing pounces Facebook page
Paws to Pounce Facebook group