Chin Gregory is the founder of The CGM Group, an agency, with offices in London & Beverly Hills, that helps luxury businesses double revenue using social media marketing. Chin has helped hundreds of business owners and entrepreneurs around the world use digital marketing to achieve their business objectives.
Chin is an active member of the Club, he recently spoke at our event on personal branding and later this month is hosting the workshop, double your revenue in 3 months with Facebook marketing.
We caught up with Chin to get his advice on building a personal brand, working in the US vs the UK and content strategy.
You used to be a Rugby player, that’s quite a big change to today. What was the catalyst for the shift?
I got released from my contract as I had a lot of injuries, so it wasn't out of choice. At that time I would have still wanted to play Rugby, but between injuries and not being quite good enough, I ended up being released and this is probably the only thing I was interested in doing.
I was already running a couple of side-hustles and so when I had the opportunity to basically go full-time into my passion, which is business, here we are!
You’ve done work for a lot of big-name clients, how do you stand out from the competition?
It's all personal brand 6-7 months ago in this country nobody knew who I was, or what my business was. Every bit of business we've got has come through the fact that we've been very, very strategic about getting our brand out there, so that we are constantly in the mind as an authority to our audience.
In my market, and I know some markets are similar, it's all about trust and the easiest way for them to trust you is to see you all the time. That way, all the other things that could cause issues with the deal don't come up because they're constantly seeing me helping them.
I try with the personal brand to give as many results in advance as possible and to really open up how we do what we do, so that it makes it really easy for the client to make a decision.
You’ve worked in both the US and the UK. What are the biggest differences between the two?
I think when did dealing with big brands it's quite similar. When dealing with owner, founders it's very different.
A lot more trust needs to happen in the UK for deals with owner founders to go ahead. Whereas in the US, not as much trust needed. It's more, "can you do it or can't you do it?" Whereas in the UK what I've started to notice is, even if you can do it, it's like, "do I know you, do I trust you, do I feel comfortable with you?" That means that the activities we do to get in front of our clients are slightly different.
You’re a self-confessed digital marketing ‘geek’. If you had to pick one thing that all businesses should be doing right now to gain leads, what would it be?
Businesses should start investing in YouTube and to do that, you have to have great video because it's the most underrated platform I think. LinkedIn is close.
I think YouTube has got the ability to scale indefinitely and it's the second largest search platform, but everyone's scared of video. Businesses won't invest in video so they concentrate on Facebook ads and Instagram ads which is great, but I think YouTube is definitely superior.
You create a wealth of videos and posts on social. What advice would you give businesses looking to start using content to grow?
Start with the questions your audience is asking, the questions your market is asking. That way you can enter the conversation that exists in your market's head. Most businesses will have an faq section and every business owner knows the same questions come up over and over again in the marketplace.
In our market, it's how do you scale? Which platform is the best? How much budget should we be putting in? What's the best type of ad? Your content should just answer those questions because if you can answer those questions and you just make content answering the questions that your market has, they're looking for that. They're looking for a solution, so when you're the first person that they see that provides that solution, that gets them into your ecosystem and it's a lot easier from there.
It goes back to being extremely obsessed with the client. If you know exactly what they want, what they're asking, just make that. Make that content. It makes it so much simpler. You don't have to think - you just say, right they asked this, let me answer that question.
What advice would you give to business founders wanting to grow their social media presence and brand?
Do more. Social media is so noisy and if you follow 20 people on social media your feed is full, and that's just 20 people. Most people follow quite a lot of more. So trying to make that perfect video doesn't matter, very few people are going to see it anyway.
The two schools of thought are quality vs quantity and I believe in just more because the more people see you, it's going to get to the point where it almost doesn't matter how. The content has to be good, but the quality won't be as good, it doesn't have to be as good the more people see you.
I always look at it as how did you make friends when you started school? You just saw the same people over and over again and so if people see you over and over again you eventually become a part of their life. So as long as the content is good, just do more of it. Just put out as much as possible because the feedback you get will tell you what's good.
What's the hardest business lesson you've learnt?
The hardest business lesson I've ever learnt is that nobody cares about me. None of my customers, none of my clients, nobody I work with. They don't care about me, all they care about is what I can do for them. So that is probably the hardest lesson I've learnt because it meant that every service, every product every idea that I have to create since I learnt that, was based on the consumer and the customer rather than me saying "here's a great idea let's try it." Everything now is about what does the client want, what the customer want and then we build everything from that.
If you could go back 10 years and give yourself a piece of advice, what would it be?
I would say focus on the one thing quicker because finding the one thing that works is really important because it focuses you on one direction and you can just make that one thing better and better and better. I definitely think I wasted a couple of years doing too many things and doing them well, not doing one thing exceptionally. So that is probably what I would say to my younger self. Just pick one that you like and just hammer that become so good at that, so that you know you're in the top 1%.