1 00:00:00,330 --> 00:00:03,330 Gift biz unwrapped episode 328. 2 00:00:03,860 --> 00:00:07,220 So the more simple that we can keep a social post, 3 00:00:07,310 --> 00:00:11,270 oftentimes the better it's going to perform Attention. 4 00:00:11,300 --> 00:00:12,440 Gifters bakers, 5 00:00:12,440 --> 00:00:16,070 crafters, and makers pursuing your dream can be fun. 6 00:00:16,340 --> 00:00:19,790 Whether you have an established business or looking to start one. 7 00:00:19,790 --> 00:00:22,460 Now you are in the right place. 8 00:00:22,700 --> 00:00:25,070 This is gift to biz on wrapped, 9 00:00:25,280 --> 00:00:28,910 helping you turn your skill into a flourishing business. 10 00:00:29,210 --> 00:00:30,530 Join us for an episode, 11 00:00:30,530 --> 00:00:32,750 packed full of invaluable guidance, 12 00:00:32,900 --> 00:00:35,720 resources, and the support you need to grow. 13 00:00:35,720 --> 00:00:36,920 Your gift biz. 14 00:00:37,130 --> 00:00:41,000 Here is your host gift biz gal Sue moon Heights. 15 00:00:41,840 --> 00:00:42,320 Hi there. 16 00:00:42,860 --> 00:00:44,840 Thank you for joining Me for the show today. 17 00:00:45,530 --> 00:00:47,960 I'm on my way back from San Diego right now, 18 00:00:48,050 --> 00:00:51,500 and we had a jam packed weekend. 19 00:00:52,010 --> 00:00:54,590 First, we had a couple's wedding shower for my son, 20 00:00:54,590 --> 00:00:56,990 David and future daughter-in-law Bree. 21 00:00:57,410 --> 00:01:01,400 Then we did some bridal dress shopping and the weekend closed 22 00:01:01,400 --> 00:01:05,000 out with a splash at David's new action park. 23 00:01:05,630 --> 00:01:08,240 I'm in awe of these kids with their skateboarding, 24 00:01:08,270 --> 00:01:09,950 snowboarding and surfing. 25 00:01:10,550 --> 00:01:14,330 If you know anyone who loves extreme sports and lives near 26 00:01:14,330 --> 00:01:14,990 Santa Ana, 27 00:01:14,990 --> 00:01:18,020 California, they have to go check this out. 28 00:01:18,200 --> 00:01:20,450 It's called divert sessions. 29 00:01:21,440 --> 00:01:25,970 Although I ski you'd never catch me skateboard or even snowboard 30 00:01:25,970 --> 00:01:26,840 at my age, 31 00:01:27,260 --> 00:01:30,080 but I've lived my life around this scene through David. 32 00:01:30,350 --> 00:01:33,200 And I'm very familiar with the pros and all the gear. 33 00:01:33,680 --> 00:01:35,810 That's why it came as such a surprise. 34 00:01:35,840 --> 00:01:37,070 When in this episode, 35 00:01:37,070 --> 00:01:40,820 we started talking about my guests history and I come to 36 00:01:40,820 --> 00:01:45,350 find out that she was head social media guru for Burton. 37 00:01:45,830 --> 00:01:48,650 This is a top brand in snowboarding. 38 00:01:49,340 --> 00:01:53,180 I can close my eyes and see Burton stickers all over 39 00:01:53,180 --> 00:01:54,530 a teenage room. 40 00:01:54,890 --> 00:01:56,300 The power of branding, 41 00:01:56,900 --> 00:02:00,290 just like that jaw dropping reaction you get from our extreme 42 00:02:00,290 --> 00:02:01,310 sports athletes, 43 00:02:01,310 --> 00:02:04,730 performing those crazy unbelievable stunts. 44 00:02:05,270 --> 00:02:08,540 You may have the same response to our chat today. 45 00:02:09,350 --> 00:02:12,950 Katie takes her learning from Burton and overlays it on top 46 00:02:12,980 --> 00:02:14,720 of small business needs. 47 00:02:15,410 --> 00:02:18,920 Honestly, I was surprised by some of her comments. 48 00:02:19,310 --> 00:02:22,820 They go against commonly accepted best practices, 49 00:02:23,060 --> 00:02:25,190 but they really make sense. 50 00:02:25,790 --> 00:02:29,030 So today we're going to challenge the norm about things like 51 00:02:29,150 --> 00:02:29,630 the know, 52 00:02:29,630 --> 00:02:31,010 like, and trust factor, 53 00:02:31,610 --> 00:02:36,140 having a call to action on every single post and even 54 00:02:36,170 --> 00:02:40,310 whether boosting social media posts is one way to go after 55 00:02:40,310 --> 00:02:43,100 all, some great stuff coming your way. 56 00:02:43,160 --> 00:02:49,790 So let's dive right in today. 57 00:02:49,880 --> 00:02:53,030 I'm looking forward to introducing you to Katie white. 58 00:02:53,570 --> 00:02:56,210 Katie is the founder of KW content, 59 00:02:56,600 --> 00:03:00,610 a content and social media marketing agency that develops and launches 60 00:03:00,610 --> 00:03:04,870 content and social media programs for purpose driven brands, 61 00:03:05,200 --> 00:03:09,400 strong brand social is the newest project that empowers small brands 62 00:03:09,430 --> 00:03:14,110 to develop their own high performing marketing programs that are guaranteed 63 00:03:14,140 --> 00:03:15,370 to drive growth. 64 00:03:15,790 --> 00:03:19,210 Katie's goal is to demystify the art of social media marketing 65 00:03:19,240 --> 00:03:24,070 to offer focus efficiency and measurable results to small business owners, 66 00:03:24,130 --> 00:03:25,150 brand directors, 67 00:03:25,210 --> 00:03:27,070 and social media marketers. 68 00:03:27,340 --> 00:03:28,720 Katie, welcome to the gift Ms. 69 00:03:28,720 --> 00:03:29,830 On wrapped podcast. 70 00:03:30,240 --> 00:03:31,020 Thank you so much, 71 00:03:31,020 --> 00:03:32,400 Sue. I'm so happy to be here, 72 00:03:32,880 --> 00:03:35,130 Excited to dive into our conversation too, 73 00:03:35,400 --> 00:03:38,340 but before we do so I would like to ask you 74 00:03:38,340 --> 00:03:39,660 my traditional question, 75 00:03:39,690 --> 00:03:42,480 which is to have you describe yourself by way of a 76 00:03:42,480 --> 00:03:43,710 motivational candle. 77 00:03:43,950 --> 00:03:46,260 So if you were to envision what that would look like 78 00:03:46,260 --> 00:03:47,070 for you, 79 00:03:47,340 --> 00:03:49,260 describe it to us by color and quote. 80 00:03:49,530 --> 00:03:49,980 I love it. 81 00:03:50,010 --> 00:03:52,230 Okay. So I think the color, 82 00:03:52,290 --> 00:03:54,930 just because it's my favorite color would be green, 83 00:03:55,230 --> 00:03:56,760 a different kind of color for a candle. 84 00:03:56,760 --> 00:03:57,030 I know, 85 00:03:57,030 --> 00:03:59,790 but, and I was thinking maybe the hue would be like 86 00:03:59,820 --> 00:04:02,910 the intersection of lime and an earthy green. 87 00:04:02,910 --> 00:04:03,390 And for me, 88 00:04:03,390 --> 00:04:06,600 it's just because where I get like the most energy and 89 00:04:06,600 --> 00:04:09,600 kind of restore and rejuvenate is always outside. 90 00:04:09,600 --> 00:04:11,220 And so that's why that's my favorite color. 91 00:04:11,490 --> 00:04:12,840 I think the quote would be, 92 00:04:12,870 --> 00:04:14,790 look it in the eye and go, 93 00:04:15,150 --> 00:04:17,550 this is a quote that I always have right near my 94 00:04:17,550 --> 00:04:18,660 desk in my office. 95 00:04:18,660 --> 00:04:20,940 It's like always in my point of view. 96 00:04:21,270 --> 00:04:25,740 And I think it's so relevant for entrepreneurs and especially anyone 97 00:04:25,740 --> 00:04:29,970 who is kind of thinking about diving in or is in 98 00:04:29,970 --> 00:04:32,160 it and thinking about how to get to the next level 99 00:04:32,160 --> 00:04:35,160 is sort of always relevant about just kind of listening to 100 00:04:35,160 --> 00:04:38,340 that voice in your head that maybe you hear, 101 00:04:38,340 --> 00:04:41,610 but sometimes try to kind of turn down and just bringing 102 00:04:41,610 --> 00:04:42,360 it to center, 103 00:04:42,390 --> 00:04:44,760 looking at it in the eye and going for it. 104 00:04:45,060 --> 00:04:45,560 I love That. 105 00:04:45,660 --> 00:04:46,710 I've never heard of that before, 106 00:04:46,710 --> 00:04:49,890 but what it brings to me is like that decisiveness just 107 00:04:49,890 --> 00:04:51,750 make the decision and go with it. 108 00:04:51,780 --> 00:04:54,180 Don't back off and then think you'll do it again. 109 00:04:54,210 --> 00:04:56,190 Kind of like your foot on the brakes type thing. 110 00:04:56,220 --> 00:04:56,880 Just go for it. 111 00:04:57,360 --> 00:04:58,740 Exactly. And no, 112 00:04:58,740 --> 00:04:59,670 you can always pivot, 113 00:04:59,670 --> 00:05:01,380 right? I love how you just pointed out, 114 00:05:01,380 --> 00:05:03,420 like just make the decision and go for it. 115 00:05:03,420 --> 00:05:06,330 Because I think so often we can talk ourselves out of 116 00:05:06,330 --> 00:05:09,450 decisions by creating problems that don't exist yet. 117 00:05:09,450 --> 00:05:09,810 It's like, 118 00:05:09,840 --> 00:05:10,950 well, what if this happens? 119 00:05:10,950 --> 00:05:11,850 What if that happens? 120 00:05:12,180 --> 00:05:14,610 And just trusting that if this or that happens, 121 00:05:14,610 --> 00:05:17,220 you'll address it and you can always pivot and to handle 122 00:05:17,220 --> 00:05:18,540 it and take it in stride though. 123 00:05:18,540 --> 00:05:18,900 I love that. 124 00:05:19,380 --> 00:05:20,400 Yeah, you're so right. 125 00:05:20,400 --> 00:05:24,510 And how much energy and worrying and time do we waste 126 00:05:24,540 --> 00:05:25,260 thinking of all those? 127 00:05:25,260 --> 00:05:26,310 What if scenarios, 128 00:05:26,310 --> 00:05:27,630 when a lot of them aren't even gonna happen, 129 00:05:27,630 --> 00:05:28,620 but Yeah, 130 00:05:28,680 --> 00:05:30,090 a lot years and years, 131 00:05:30,930 --> 00:05:31,560 For sure. 132 00:05:31,590 --> 00:05:33,960 Well, tell me a little bit of your backstory in terms 133 00:05:33,960 --> 00:05:36,120 of how you got to the point where you were really 134 00:05:36,120 --> 00:05:39,240 looking at content and social media as your focus, 135 00:05:39,240 --> 00:05:39,630 for instance. 136 00:05:40,230 --> 00:05:40,890 Sure. Yeah. 137 00:05:40,890 --> 00:05:43,080 So in college I was a French major, 138 00:05:43,110 --> 00:05:44,160 which is kind of funny, 139 00:05:44,460 --> 00:05:46,950 but it landed me a job at Burton snowboards, 140 00:05:46,950 --> 00:05:50,070 right after college as a French speaking customer service representative. 141 00:05:50,340 --> 00:05:52,920 I think I majored in French because I wanted to do 142 00:05:52,920 --> 00:05:54,510 something different than English. 143 00:05:54,780 --> 00:05:56,490 And I was at a liberal arts school. 144 00:05:56,490 --> 00:05:59,480 And communication has always been really interesting to me. 145 00:05:59,780 --> 00:06:00,380 The earliest, 146 00:06:00,410 --> 00:06:04,520 I think my dream career one day would just to be 147 00:06:04,520 --> 00:06:05,390 a PR writer. 148 00:06:05,390 --> 00:06:06,050 And that's like, 149 00:06:06,080 --> 00:06:07,310 I remember when I was a kid, 150 00:06:07,580 --> 00:06:08,660 if I had a babysitter, 151 00:06:08,660 --> 00:06:11,840 I'd be like writing poetry and our new computer or whatever. 152 00:06:11,840 --> 00:06:15,230 So I always loved writing and then I just love communicating. 153 00:06:15,230 --> 00:06:17,600 And so then I got a job at a snowboard company 154 00:06:17,870 --> 00:06:19,370 for people who aren't winter people. 155 00:06:19,370 --> 00:06:20,390 It won't mean anything, 156 00:06:20,390 --> 00:06:23,300 but anyone who skis or snowboards will know the name, 157 00:06:23,300 --> 00:06:24,080 burdens no birds. 158 00:06:24,080 --> 00:06:26,660 It's the biggest global snowboarding company in the world. 159 00:06:26,660 --> 00:06:27,500 And from there, 160 00:06:27,500 --> 00:06:30,950 I was really lucky to get a job inside of the 161 00:06:30,950 --> 00:06:33,080 late Jake Burton carpenter's office. 162 00:06:33,350 --> 00:06:34,640 He was the founder. 163 00:06:34,640 --> 00:06:36,560 And at that time he was the CEO. 164 00:06:36,590 --> 00:06:40,040 So I was in there and I got my MBA while 165 00:06:40,040 --> 00:06:41,090 I was in his office. 166 00:06:41,090 --> 00:06:43,010 And I still was really interested in marketing, 167 00:06:43,010 --> 00:06:46,610 but at this point had absolutely no writing portfolio that was 168 00:06:46,610 --> 00:06:47,570 official of any kind, 169 00:06:47,570 --> 00:06:48,680 no marketing experience. 170 00:06:48,680 --> 00:06:50,840 But I think because I was coming from his office, 171 00:06:50,840 --> 00:06:53,390 I was able to kind of claw my way into the 172 00:06:53,390 --> 00:06:54,320 marketing department, 173 00:06:54,320 --> 00:06:55,970 which was kind of a big deal cause it's a big 174 00:06:55,970 --> 00:07:02,120 company. And my first job was overseeing a women's blog@thetimeitwascalledburtongirls.com 175 00:07:02,120 --> 00:07:04,280 and we had different contributors and there was a lot of 176 00:07:04,280 --> 00:07:05,120 content going out. 177 00:07:05,360 --> 00:07:08,270 So I started doing a lot of writing and I was 178 00:07:08,270 --> 00:07:12,470 in that role when our social media was pretty new at 179 00:07:12,470 --> 00:07:15,740 the time we were one of the first brands on Instagram. 180 00:07:15,740 --> 00:07:16,910 This was back in, 181 00:07:16,910 --> 00:07:17,420 I don't know, 182 00:07:17,600 --> 00:07:19,370 2011, 2012. 183 00:07:19,640 --> 00:07:21,470 So our social media manager left. 184 00:07:21,470 --> 00:07:23,900 I was the youngest person in that department. 185 00:07:23,900 --> 00:07:24,950 And they were like, 186 00:07:24,980 --> 00:07:27,290 instead of interviewing for this job, 187 00:07:27,320 --> 00:07:28,220 Katie will do it. 188 00:07:28,490 --> 00:07:32,120 And so I slowly took on social media responsibilities. 189 00:07:32,120 --> 00:07:33,640 By the time I left for in, 190 00:07:33,650 --> 00:07:36,530 I was overseeing three different brands on social, 191 00:07:36,530 --> 00:07:38,360 our kind of lifestyle brand, 192 00:07:38,360 --> 00:07:40,010 which is now the handle is Burton. 193 00:07:40,010 --> 00:07:41,540 I was overseeing Burton snowboards, 194 00:07:41,540 --> 00:07:44,600 and then a Goggle company that they own called an on 195 00:07:44,600 --> 00:07:47,330 optics. So I was overseeing those brands on Instagram, 196 00:07:47,330 --> 00:07:48,380 Facebook, Pinterest, 197 00:07:48,380 --> 00:07:51,590 Twitter, and also two different brand blogs at the time. 198 00:07:51,590 --> 00:07:54,170 So it was sort of trial by fire. 199 00:07:54,380 --> 00:07:56,270 There wasn't a lot of information at the time. 200 00:07:56,270 --> 00:07:59,480 I remember trying to do a lot of research on how 201 00:07:59,480 --> 00:08:01,370 to do things well and right. 202 00:08:01,370 --> 00:08:03,200 Especially from a content perspective. 203 00:08:03,230 --> 00:08:04,430 And there just wasn't much, 204 00:08:04,460 --> 00:08:06,470 there's just so much more that exists now today, 205 00:08:06,470 --> 00:08:07,160 which is great. 206 00:08:07,190 --> 00:08:08,210 Yeah. That's kind of the story. 207 00:08:08,500 --> 00:08:10,090 Wow. I love hearing that story. 208 00:08:10,120 --> 00:08:12,460 I am very familiar with the Burton brand. 209 00:08:12,730 --> 00:08:15,190 My son is in extreme sports. 210 00:08:15,190 --> 00:08:15,490 In fact, 211 00:08:15,490 --> 00:08:17,590 he just opened up a snowboarding skateboarding, 212 00:08:17,590 --> 00:08:18,970 surfing park. 213 00:08:19,150 --> 00:08:22,840 So Burton has been integrated into our life for years. 214 00:08:23,110 --> 00:08:26,440 So it's really interesting to hear what you were doing behind 215 00:08:26,440 --> 00:08:26,770 the scenes. 216 00:08:26,770 --> 00:08:28,840 Cause I know we've seen a ton of your work. 217 00:08:29,170 --> 00:08:29,950 It also, 218 00:08:29,950 --> 00:08:34,300 I was thinking based on the time of social media evolution, 219 00:08:34,360 --> 00:08:36,550 even though you may not have felt like you had the 220 00:08:36,550 --> 00:08:39,550 experience and trial by fire type thing, 221 00:08:39,610 --> 00:08:41,860 everyone was doing it because it was still so new back 222 00:08:41,860 --> 00:08:42,730 then. Right? 223 00:08:42,910 --> 00:08:45,370 Exactly. And it was kind of the glory days. 224 00:08:45,670 --> 00:08:49,600 I will admit it was you showed up and you just 225 00:08:49,600 --> 00:08:52,060 tried to put your best face forward with content and you 226 00:08:52,060 --> 00:08:54,970 showed up for your community and you tried to tap into 227 00:08:55,380 --> 00:08:57,690 hashtags were a thing on Instagram at the time, 228 00:08:57,720 --> 00:09:00,270 kind of just were there every single day. 229 00:09:00,270 --> 00:09:02,160 You really had a great chance of growing. 230 00:09:02,160 --> 00:09:05,070 Of course the algorithm is more finicky today than it was 231 00:09:05,070 --> 00:09:05,580 back then, 232 00:09:05,580 --> 00:09:08,510 but it was definitely a fun place to get started for 233 00:09:08,510 --> 00:09:10,970 sure. And let's just face it with social media. 234 00:09:11,000 --> 00:09:11,930 It keeps changing. 235 00:09:12,230 --> 00:09:13,580 The platforms changed. 236 00:09:13,580 --> 00:09:13,760 I mean, 237 00:09:13,760 --> 00:09:16,790 nothing is left to be the same even for a month. 238 00:09:16,790 --> 00:09:18,440 It feels like in social media. 239 00:09:18,440 --> 00:09:19,610 So it's always changing. 240 00:09:19,880 --> 00:09:20,150 All right. 241 00:09:20,150 --> 00:09:23,780 So you had experienced then with big brands, 242 00:09:23,810 --> 00:09:28,100 big audiences and where was the evolution then to help those 243 00:09:28,100 --> 00:09:29,300 of us who are smaller, 244 00:09:29,300 --> 00:09:29,900 who really, 245 00:09:29,900 --> 00:09:32,090 really now need the help because when you're starting, 246 00:09:32,090 --> 00:09:34,790 you have really no clue what was the transition there? 247 00:09:35,060 --> 00:09:36,350 Yeah, it's actually a funny story. 248 00:09:36,350 --> 00:09:37,130 So from Burton, 249 00:09:37,130 --> 00:09:39,830 I went into the beauty industry just for a year at 250 00:09:39,830 --> 00:09:41,630 this brand called Tata Harper skincare. 251 00:09:41,630 --> 00:09:43,010 And they're big now. 252 00:09:43,140 --> 00:09:44,810 They weren't quite so big back then. 253 00:09:45,050 --> 00:09:47,300 So that was a great kind of proof point that I 254 00:09:47,330 --> 00:09:51,920 kind of was able to test some of my own methodologies 255 00:09:51,920 --> 00:09:55,310 that I had developed independently there and see that they worked, 256 00:09:55,310 --> 00:09:55,610 you know, 257 00:09:55,610 --> 00:09:57,200 and really from a content perspective, 258 00:09:57,200 --> 00:09:58,790 I think when we talk about social media, 259 00:09:58,790 --> 00:10:00,500 it's always about what's changing. 260 00:10:00,500 --> 00:10:03,350 And what I love about my job is focusing on what 261 00:10:03,350 --> 00:10:04,880 doesn't change and that's, 262 00:10:04,910 --> 00:10:07,730 you're putting your customer at the center of your story, 263 00:10:07,850 --> 00:10:10,550 telling the right brand stories that they really want to hear 264 00:10:10,550 --> 00:10:13,790 and that the timeless stuff that's always important, 265 00:10:13,820 --> 00:10:14,570 no matter what. 266 00:10:14,840 --> 00:10:17,990 So once I left tot to Harper to start KW content, 267 00:10:17,990 --> 00:10:20,870 I had this grand plan that I was going to help 268 00:10:20,870 --> 00:10:21,740 small businesses. 269 00:10:21,740 --> 00:10:22,820 I was so passionate. 270 00:10:22,820 --> 00:10:25,790 I was so excited and I went to do some market 271 00:10:25,790 --> 00:10:27,290 research and I live in Burlington, 272 00:10:27,290 --> 00:10:30,260 Vermont, where there's a really cute downtown with a ton of 273 00:10:30,290 --> 00:10:32,600 incredible independent retailers. 274 00:10:32,600 --> 00:10:36,920 And I must have walked into 20 to 25 different stores 275 00:10:36,980 --> 00:10:37,700 just to see, 276 00:10:37,700 --> 00:10:37,910 you know, 277 00:10:37,910 --> 00:10:39,620 if I could get them to talk to me a little 278 00:10:39,620 --> 00:10:42,620 bit about if social media was important to them and what 279 00:10:42,620 --> 00:10:44,180 were the problems that they were seeing with it. 280 00:10:44,420 --> 00:10:48,320 So this was in 2017 and I don't think I had 281 00:10:48,350 --> 00:10:53,120 a single business owner that acted interested in talking to me, 282 00:10:53,120 --> 00:10:53,660 of course, 283 00:10:53,660 --> 00:10:58,160 any small business owners or especially retailers know that like marketer 284 00:10:58,190 --> 00:10:59,480 is a dirty word. 285 00:10:59,480 --> 00:11:02,780 Sometimes we did not want unsolicited advice. 286 00:11:02,780 --> 00:11:05,450 They felt like they probably were scared that I just wanted 287 00:11:05,450 --> 00:11:06,740 to sell them something when really, 288 00:11:06,740 --> 00:11:08,900 I just wanted to have a conversation and understand, 289 00:11:08,900 --> 00:11:11,600 but it was a discouraging day. 290 00:11:11,660 --> 00:11:14,330 I would say that's pointed me back in the direction of 291 00:11:14,330 --> 00:11:16,100 bigger brands where I had experienced, 292 00:11:16,340 --> 00:11:19,490 but what happened when COVID and the pandemic hit? 293 00:11:19,760 --> 00:11:21,290 We found this moment, 294 00:11:21,290 --> 00:11:21,860 first of all, 295 00:11:21,860 --> 00:11:23,300 our agency was under the gun. 296 00:11:23,300 --> 00:11:26,090 We didn't have any brands that were in a central spaces, 297 00:11:26,090 --> 00:11:26,630 so to speak. 298 00:11:26,630 --> 00:11:28,580 So my team was growing and then we had a moment 299 00:11:28,580 --> 00:11:30,470 where we thought you were going to lose 80% of our 300 00:11:30,470 --> 00:11:34,460 revenue. So we pivoted and we launched strong brand social in 301 00:11:34,460 --> 00:11:35,570 a three week timeframe, 302 00:11:35,570 --> 00:11:36,620 our first product. 303 00:11:36,950 --> 00:11:40,040 And all of the sudden there were all of those ideal 304 00:11:40,040 --> 00:11:42,980 customers that I had always wanted to work with because everybody 305 00:11:42,980 --> 00:11:46,970 was trying to figure out how to pivot to online business, 306 00:11:46,970 --> 00:11:49,610 how to connect with the customers that they had had and 307 00:11:49,610 --> 00:11:52,340 make sure that they knew that those brands were there online. 308 00:11:52,640 --> 00:11:54,460 And the rest is really history. 309 00:11:54,460 --> 00:11:56,560 We have generated almost 10,000 310 00:11:56,560 --> 00:11:58,720 customers in the last 14 months, 311 00:11:58,780 --> 00:11:59,980 but more important than that, 312 00:12:00,010 --> 00:12:01,450 our community is amazing. 313 00:12:01,450 --> 00:12:06,370 It's filled with everything from handmade family owned jewelry makers, 314 00:12:06,370 --> 00:12:08,410 to alpaca farmers, 315 00:12:08,410 --> 00:12:10,030 to beverage brands, 316 00:12:10,030 --> 00:12:10,750 food brands. 317 00:12:10,750 --> 00:12:11,080 I mean, 318 00:12:11,080 --> 00:12:12,070 it's artists, 319 00:12:12,070 --> 00:12:15,220 it's the whole gamut and it is exactly what I always 320 00:12:15,220 --> 00:12:16,690 wanted when I started my business. 321 00:12:16,690 --> 00:12:19,660 And I just feel so fortunate to be connected with them. 322 00:12:19,930 --> 00:12:22,210 And so the evolution of strong brand social, 323 00:12:22,210 --> 00:12:23,680 it's an online learning community. 324 00:12:23,680 --> 00:12:24,730 We have a suite of, 325 00:12:24,760 --> 00:12:28,060 I think probably seven different courses and a membership at this 326 00:12:28,060 --> 00:12:31,480 point. And everything we have created has really been in partnership 327 00:12:31,480 --> 00:12:32,380 with our customers, 328 00:12:32,500 --> 00:12:34,630 put one thing out and we invited them to kind of 329 00:12:34,630 --> 00:12:35,980 join us in a small community. 330 00:12:35,980 --> 00:12:40,000 We showed up every single week with extra free trainings throughout 331 00:12:40,000 --> 00:12:41,740 those early months of the pandemic, 332 00:12:41,740 --> 00:12:42,400 especially, I mean, 333 00:12:42,400 --> 00:12:43,780 we're still in there all the time, 334 00:12:43,780 --> 00:12:45,250 but we were just like, 335 00:12:45,250 --> 00:12:46,180 how can we help? 336 00:12:46,210 --> 00:12:47,380 What do you need from us? 337 00:12:47,380 --> 00:12:48,190 And they told us. 338 00:12:48,460 --> 00:12:51,490 And so everything that we've felt has really been in partnership 339 00:12:51,490 --> 00:12:53,650 with these small brands and it's just been amazing. 340 00:12:53,650 --> 00:12:56,290 And it's been cool to see how we want to tweak 341 00:12:56,350 --> 00:12:59,800 what we teach and the methodology of our fields to really 342 00:12:59,800 --> 00:13:03,370 suit small business resources and make sure that people aren't wasting 343 00:13:03,370 --> 00:13:04,810 time on shiny objects, 344 00:13:04,810 --> 00:13:08,020 which our industry is filled with and really feel empowered to 345 00:13:08,020 --> 00:13:12,970 build a program that is custom fit to your unique goals 346 00:13:13,030 --> 00:13:15,100 and your unique internal resources. 347 00:13:15,340 --> 00:13:18,460 Because our fields and experts in our fields have a tendency 348 00:13:18,460 --> 00:13:22,480 to just constantly push the latest and greatest whatever features and 349 00:13:22,480 --> 00:13:24,610 trends that the platforms are pushing. 350 00:13:24,610 --> 00:13:27,040 Now, the whole conversation shifts that way. 351 00:13:27,340 --> 00:13:28,900 And if that works for you, 352 00:13:28,900 --> 00:13:30,370 there's nothing wrong with that. 353 00:13:30,370 --> 00:13:33,430 But my big fear is that that can be really daunting 354 00:13:33,430 --> 00:13:34,600 for small businesses. 355 00:13:34,600 --> 00:13:36,310 It can feel discouraging. 356 00:13:36,310 --> 00:13:38,740 Like if I don't have video talent now, 357 00:13:38,740 --> 00:13:40,720 then what is even the point kind of thing. 358 00:13:40,720 --> 00:13:44,920 And so we're really passionate about demonstrating that there's really no 359 00:13:44,920 --> 00:13:46,240 wrong way to do this. 360 00:13:46,240 --> 00:13:48,670 As long as you have your customer in mind and you 361 00:13:48,670 --> 00:13:52,150 tie your content and your social media publishing schedule to your 362 00:13:52,150 --> 00:13:55,720 business goals and you measure results and you optimize, 363 00:13:56,020 --> 00:13:58,960 then it can look really different and anything is possible. 364 00:13:59,220 --> 00:13:59,970 Yeah. I mean, 365 00:14:00,000 --> 00:14:01,110 listening to your story. 366 00:14:01,140 --> 00:14:02,940 I remember back to that time, 367 00:14:02,940 --> 00:14:06,000 too, when all of a sudden there were no more live 368 00:14:06,000 --> 00:14:10,170 shows where a lot of handmade creators usually go to interact 369 00:14:10,170 --> 00:14:11,070 with our customers. 370 00:14:11,370 --> 00:14:14,610 And so many people were caught off guard to the point 371 00:14:14,610 --> 00:14:16,110 where they didn't have websites. 372 00:14:16,110 --> 00:14:17,610 They didn't have Facebook pages. 373 00:14:17,610 --> 00:14:21,090 They never needed it before because their life was just every 374 00:14:21,090 --> 00:14:21,540 other week, 375 00:14:21,540 --> 00:14:23,490 depending on where people lived in the country, 376 00:14:23,520 --> 00:14:26,520 they were out at all these shows and exhibiting and all 377 00:14:26,520 --> 00:14:26,970 of a sudden, 378 00:14:26,970 --> 00:14:27,600 all of that, 379 00:14:27,600 --> 00:14:30,930 it's like cut off at the knees and then with nothing. 380 00:14:30,960 --> 00:14:32,850 So from my perspective, 381 00:14:32,850 --> 00:14:36,120 what we saw last year were some people who didn't ever 382 00:14:36,120 --> 00:14:39,690 feel like they needed other types of things in place because 383 00:14:39,690 --> 00:14:41,460 they hadn't up to that point. 384 00:14:41,460 --> 00:14:43,140 And then they were caught unaware. 385 00:14:43,410 --> 00:14:46,530 Or the other end of this was people like you were 386 00:14:46,530 --> 00:14:48,540 just referencing going after the newest, 387 00:14:48,540 --> 00:14:51,060 shiny object all the time and jumping and jumping, 388 00:14:51,110 --> 00:14:55,310 and then feeling like I'm investing so much time and labor 389 00:14:55,370 --> 00:14:59,540 and guessing into these platforms and not really seeing how to 390 00:14:59,540 --> 00:15:02,420 analyze and judge whether it's coming back in any way. 391 00:15:02,420 --> 00:15:04,700 Cause they're not necessarily seeing it in sales. 392 00:15:04,940 --> 00:15:07,760 And so people just throwing their hands up and saying, 393 00:15:07,820 --> 00:15:08,420 I don't know, 394 00:15:08,420 --> 00:15:09,980 like I almost give up, 395 00:15:10,130 --> 00:15:13,070 I actually was in conversation with someone this morning who was 396 00:15:13,070 --> 00:15:13,550 saying, you know, 397 00:15:13,550 --> 00:15:16,400 like, I feel like I have to constantly be feeding the 398 00:15:16,400 --> 00:15:17,570 social media monster. 399 00:15:17,870 --> 00:15:18,140 I mean, 400 00:15:18,140 --> 00:15:20,720 social media has so much potential. 401 00:15:20,750 --> 00:15:21,230 It's just, 402 00:15:21,230 --> 00:15:22,640 we're struggling to get it right, 403 00:15:22,640 --> 00:15:24,010 Katie. I totally Get it. 404 00:15:24,010 --> 00:15:25,390 I think for what it's worth, 405 00:15:25,390 --> 00:15:25,870 for example, 406 00:15:25,870 --> 00:15:26,740 Instagram reels, 407 00:15:26,740 --> 00:15:28,600 that's the really hot topic right now. 408 00:15:28,600 --> 00:15:31,900 Right. And we have clients and we have students across so 409 00:15:31,900 --> 00:15:34,210 many different industries of so many different sizes. 410 00:15:34,630 --> 00:15:37,600 I think it's just so important to give people permission that 411 00:15:37,600 --> 00:15:39,070 if reels aren't working for you, 412 00:15:39,760 --> 00:15:40,360 that's okay. 413 00:15:40,360 --> 00:15:41,230 You don't have to do them. 414 00:15:41,500 --> 00:15:42,100 For example, 415 00:15:42,100 --> 00:15:45,340 we have a global footwear client and reels just, 416 00:15:45,640 --> 00:15:49,540 they don't pay off the same way as just a traditional 417 00:15:49,540 --> 00:15:53,710 social media post with maybe $10 of spend behind it does. 418 00:15:53,980 --> 00:15:57,280 And I know that it's really important for small brands. 419 00:15:57,370 --> 00:16:00,070 Some people are okay with spending a few hundred dollars a 420 00:16:00,070 --> 00:16:01,000 month. Some people really, 421 00:16:01,000 --> 00:16:02,110 really don't want to, 422 00:16:02,380 --> 00:16:06,310 but I think that what I'm really interested in is empowering 423 00:16:06,310 --> 00:16:09,580 small brands to create a content and social media strategy that 424 00:16:09,580 --> 00:16:10,600 is algorithm proof. 425 00:16:10,870 --> 00:16:15,040 And if you're willing to put aside $10 per post to 426 00:16:15,040 --> 00:16:17,740 help it get out to the ideal audience that you want 427 00:16:17,740 --> 00:16:18,250 to see, 428 00:16:18,280 --> 00:16:21,160 you can pull back on how much you're publishing. 429 00:16:21,370 --> 00:16:24,220 So let's say you post just 12 times per month and 430 00:16:24,220 --> 00:16:26,230 to assign $10 to each post, 431 00:16:26,500 --> 00:16:28,840 you kind of grant yourself permission. 432 00:16:28,840 --> 00:16:29,350 First of all, 433 00:16:29,350 --> 00:16:33,220 now your posts are going to be distributed for a longer 434 00:16:33,220 --> 00:16:34,270 period of time. 435 00:16:34,540 --> 00:16:38,200 They're going to kind of bypass the algorithm because you are 436 00:16:38,230 --> 00:16:39,100 giving it the juice, 437 00:16:39,100 --> 00:16:39,940 so to speak. 438 00:16:40,210 --> 00:16:44,290 And it kind of grants you permission to ignore what's happening 439 00:16:44,290 --> 00:16:47,650 with the algorithm and ignore what's changing and what everybody's talking 440 00:16:47,650 --> 00:16:48,730 about and say, 441 00:16:48,760 --> 00:16:50,740 this is going to be my program for the next year, 442 00:16:50,740 --> 00:16:51,790 like this works. 443 00:16:51,790 --> 00:16:55,510 And I think then that you get so much time back. 444 00:16:55,510 --> 00:16:57,700 If you're posting 12 times a month, 445 00:16:57,730 --> 00:16:58,960 instead of 30, 446 00:16:58,990 --> 00:17:01,150 you get all of that production time back. 447 00:17:01,150 --> 00:17:03,100 Right? And as small business owners, 448 00:17:03,130 --> 00:17:08,290 our resources are so precious and being able to contain the 449 00:17:08,290 --> 00:17:11,410 effort that you're putting in see measurable results so that you 450 00:17:11,410 --> 00:17:14,800 can continue to drive your business forward while that kind of 451 00:17:14,800 --> 00:17:18,250 machine is working for you is just a really great opportunity. 452 00:17:18,250 --> 00:17:19,720 So all of that to say, 453 00:17:19,720 --> 00:17:22,390 I want to caveat it's like for some people really, 454 00:17:22,390 --> 00:17:23,140 really works, 455 00:17:23,140 --> 00:17:25,690 right? And so if that's working for you by no means, 456 00:17:25,690 --> 00:17:27,280 am I recommending that you don't do it? 457 00:17:27,280 --> 00:17:29,980 I just really want to speak to the people who aren't 458 00:17:29,980 --> 00:17:33,880 seeing the tactics that the whole industry is pushing at them 459 00:17:33,880 --> 00:17:36,550 work. I want to give those folks something else to think 460 00:17:36,550 --> 00:17:37,450 about. Okay. 461 00:17:37,450 --> 00:17:40,510 So I am like stopped in my tracks here because you're 462 00:17:40,510 --> 00:17:43,960 talking about something totally different than I've heard before. 463 00:17:44,020 --> 00:17:45,070 And first, 464 00:17:45,070 --> 00:17:46,510 when you just say the words, 465 00:17:46,540 --> 00:17:47,950 algorithm proof, 466 00:17:48,280 --> 00:17:51,570 I feel like just come out of a massage or something 467 00:17:51,570 --> 00:17:53,040 like I'm so relaxed. 468 00:17:53,040 --> 00:17:55,140 That feels so good to me. 469 00:17:55,590 --> 00:17:57,360 So when you say like, 470 00:17:57,360 --> 00:17:58,650 really, could it be, 471 00:17:58,770 --> 00:18:01,050 let's dive into more of the details about this, 472 00:18:01,050 --> 00:18:02,640 but did I hear you right. 473 00:18:02,640 --> 00:18:05,790 That you're saying that you don't have to be posting all 474 00:18:05,790 --> 00:18:10,710 the time every day with every portion of a platform that 475 00:18:10,710 --> 00:18:11,550 they give you in, 476 00:18:11,550 --> 00:18:13,860 like all the different areas on Instagram, 477 00:18:13,890 --> 00:18:15,270 that there are people now, 478 00:18:15,300 --> 00:18:16,500 not everyone I get that, 479 00:18:16,500 --> 00:18:21,750 but that there is the possibility that you could post 12 480 00:18:21,750 --> 00:18:22,470 times a month. 481 00:18:22,470 --> 00:18:24,060 So that's three times a week. 482 00:18:24,060 --> 00:18:26,880 Right. And then put some money behind those, 483 00:18:26,880 --> 00:18:30,810 but make those such high quality posts that the visibility is 484 00:18:30,810 --> 00:18:32,580 there and the reach is there. 485 00:18:32,960 --> 00:18:34,010 Exactly. Yeah. 486 00:18:34,010 --> 00:18:34,490 I mean, 487 00:18:34,520 --> 00:18:37,910 truly we have some of those examples of businesses that I 488 00:18:37,910 --> 00:18:39,080 gave you earlier. 489 00:18:39,350 --> 00:18:42,620 They follow this methodology and what we were kind of all 490 00:18:42,620 --> 00:18:44,750 talking. I think either in Q1, 491 00:18:44,780 --> 00:18:47,450 they were looking back and looking at their business growth because 492 00:18:47,450 --> 00:18:50,270 I asked them to like compare their year over year numbers 493 00:18:50,270 --> 00:18:51,350 in their online businesses. 494 00:18:51,350 --> 00:18:53,780 In some cases literally grew 200%. 495 00:18:54,050 --> 00:18:55,730 And that was just by doing this. 496 00:18:55,730 --> 00:18:58,010 And I believe that of the case studies that I'm thinking 497 00:18:58,010 --> 00:18:58,880 of in my mind, 498 00:18:58,910 --> 00:19:00,530 none of them do reels. 499 00:19:00,590 --> 00:19:02,480 So I also think people say, 500 00:19:02,480 --> 00:19:04,400 you have to post on stories three times a day. 501 00:19:04,400 --> 00:19:06,560 Well, we have a flower brand, 502 00:19:06,650 --> 00:19:08,150 a high fiber flower, 503 00:19:08,420 --> 00:19:11,090 and we're noticing like no one is looking at our stories. 504 00:19:11,090 --> 00:19:12,980 And we think that's because of our demographic, 505 00:19:12,980 --> 00:19:16,190 our demographics skews at an age that is less likely to 506 00:19:16,190 --> 00:19:17,000 be looking at stories. 507 00:19:17,000 --> 00:19:17,930 So I just think, 508 00:19:17,930 --> 00:19:21,740 yeah, it's so important that we equip ourselves with the proper 509 00:19:21,740 --> 00:19:24,500 knowledge to be able to really think for ourselves, 510 00:19:24,740 --> 00:19:28,250 because that allows us to ignore the noise and get time 511 00:19:28,250 --> 00:19:30,440 back in clarity and calm. 512 00:19:30,440 --> 00:19:33,410 Right. And so I'm super happy to dive into some of 513 00:19:33,410 --> 00:19:35,300 the details of kind of how we look at this. 514 00:19:35,540 --> 00:19:38,450 We have a pretty dialed framework that people can adapt to 515 00:19:38,450 --> 00:19:39,350 their own business model. 516 00:19:39,740 --> 00:19:41,930 Well, I'd be so curious to do that. 517 00:19:42,200 --> 00:19:42,680 Let's do it. 518 00:19:42,710 --> 00:19:43,640 Let's talk about it. 519 00:19:43,910 --> 00:19:45,530 It starts at the content level, 520 00:19:45,560 --> 00:19:48,140 right? So I always say there's three phases to building your 521 00:19:48,140 --> 00:19:49,250 content strategy. 522 00:19:49,490 --> 00:19:52,280 The first is strategic where we're really squaring up. 523 00:19:52,310 --> 00:19:53,660 Who are we talking to? 524 00:19:53,720 --> 00:19:54,620 What are we saying? 525 00:19:54,620 --> 00:19:55,760 And what is it going to look like, 526 00:19:55,760 --> 00:19:56,150 feel like, 527 00:19:56,150 --> 00:19:56,750 and sound like, 528 00:19:56,750 --> 00:19:57,440 and that's kind of, 529 00:19:57,500 --> 00:19:59,750 how do we want our brand to look and how do 530 00:19:59,750 --> 00:20:02,000 we connect how we want our brand to look with what 531 00:20:02,000 --> 00:20:04,640 our customers really want from us and what they're doing on 532 00:20:04,640 --> 00:20:05,240 social media. 533 00:20:05,240 --> 00:20:06,110 So that's step one. 534 00:20:06,110 --> 00:20:07,100 And we'll talk about that. 535 00:20:07,100 --> 00:20:09,890 There's kind of three pillars that we develop in that phase. 536 00:20:10,130 --> 00:20:12,260 Step two is then the tactical part, 537 00:20:12,290 --> 00:20:13,850 like that's where we get into, 538 00:20:13,850 --> 00:20:16,130 okay. Do we want to do reels? 539 00:20:16,340 --> 00:20:17,990 How often do we want to post, 540 00:20:18,140 --> 00:20:20,660 what budget do we have to get our posts out there 541 00:20:20,660 --> 00:20:21,770 further? Therefore, 542 00:20:21,770 --> 00:20:23,480 can we pull back on the volume of posts, 543 00:20:23,500 --> 00:20:24,200 all of that good stuff. 544 00:20:24,200 --> 00:20:27,230 And I think the real problem is that that's where everybody's 545 00:20:27,230 --> 00:20:30,320 starting. They're just kind of chasing their tails in the tactical 546 00:20:30,320 --> 00:20:32,660 part without really starting at the message part. 547 00:20:32,660 --> 00:20:34,940 And then the third phase of your content strategy work is 548 00:20:34,940 --> 00:20:35,420 really just, 549 00:20:35,420 --> 00:20:38,030 you have to push it to market and let your community 550 00:20:38,030 --> 00:20:40,820 kind of give you feedback in the form of engagement and 551 00:20:40,820 --> 00:20:42,710 results. And then you're always optimizing. 552 00:20:42,860 --> 00:20:46,340 We teach a three pillar framework and what I like to 553 00:20:46,340 --> 00:20:49,510 do because I'm so with resource efficiency and I'm obsessed with 554 00:20:49,510 --> 00:20:51,550 resource efficiency because it really doesn't matter. 555 00:20:51,550 --> 00:20:54,430 I've worked with fortune 500 brands and then I've worked with 556 00:20:54,430 --> 00:20:55,840 startups from nothing. 557 00:20:56,110 --> 00:20:59,530 It really doesn't matter who you are and what you have. 558 00:20:59,830 --> 00:21:03,640 No one ever feels like they have enough resources and content 559 00:21:03,640 --> 00:21:05,800 and social social just makes us feel that way. 560 00:21:06,040 --> 00:21:09,400 And so we really want to make sure that the three 561 00:21:09,400 --> 00:21:13,480 pillars of our content program are aligned with our three most 562 00:21:13,480 --> 00:21:14,650 critical business goals. 563 00:21:14,890 --> 00:21:15,880 So for me, 564 00:21:15,940 --> 00:21:18,850 our three most critical business goals are number one, 565 00:21:18,850 --> 00:21:19,810 brand awareness, 566 00:21:19,810 --> 00:21:21,190 but more than brand awareness, 567 00:21:21,220 --> 00:21:23,500 I like to think of it as demand generation, 568 00:21:23,530 --> 00:21:25,960 right? Because in order to sell, 569 00:21:25,990 --> 00:21:27,490 we need to increase demand. 570 00:21:27,760 --> 00:21:28,570 So that's one. 571 00:21:28,570 --> 00:21:30,310 So we need a pillar that aligns with that. 572 00:21:30,580 --> 00:21:32,410 And then the second goal right, 573 00:21:32,410 --> 00:21:33,130 is sales. 574 00:21:33,130 --> 00:21:34,690 So we need a pillar that aligns with that. 575 00:21:34,930 --> 00:21:37,150 And then the third goal is loyalty. 576 00:21:37,150 --> 00:21:40,990 I would say customer loyalty and the real reason that we 577 00:21:40,990 --> 00:21:42,190 care about customer loyalty, 578 00:21:42,190 --> 00:21:44,290 other than the fact that we love our customers, 579 00:21:44,290 --> 00:21:46,960 because we love our business from the practical standpoint, 580 00:21:46,960 --> 00:21:47,830 it's profitability, 581 00:21:47,860 --> 00:21:50,680 because if we can get customers to buy from us more 582 00:21:50,680 --> 00:21:51,190 than once, 583 00:21:51,190 --> 00:21:54,460 we're only paying to acquire them on that first sale. 584 00:21:54,460 --> 00:21:55,450 So on the second, 585 00:21:55,450 --> 00:21:56,470 third, fourth sale, 586 00:21:56,500 --> 00:21:57,850 it's a greater profit margin, 587 00:21:58,120 --> 00:21:59,200 Right. And referrals, 588 00:21:59,200 --> 00:22:00,220 I would imagine as well, 589 00:22:00,520 --> 00:22:01,270 A hundred percent. 590 00:22:01,270 --> 00:22:03,670 So I align loyalty with advocacy. 591 00:22:03,670 --> 00:22:05,350 I think of those and kind of the same bucket. 592 00:22:05,350 --> 00:22:08,170 It's the same stories that will get people to stick around 593 00:22:08,170 --> 00:22:10,750 with you forever are the stories that will get them to 594 00:22:10,750 --> 00:22:11,920 refer you to their friends. 595 00:22:12,190 --> 00:22:14,710 So if we think about that first pillar, 596 00:22:14,770 --> 00:22:15,550 and then I like to, 597 00:22:15,550 --> 00:22:17,860 I guess I'll pause here and just ask people to think 598 00:22:17,860 --> 00:22:20,620 a little bit about one problem I have with our industry 599 00:22:20,620 --> 00:22:21,520 is the know like, 600 00:22:21,520 --> 00:22:22,270 and trust model. 601 00:22:22,270 --> 00:22:25,210 And this might be a little bit of an unpopular opinion, 602 00:22:25,450 --> 00:22:26,620 but the problem with the know, 603 00:22:26,620 --> 00:22:29,470 like, and trust model on social media is that it's all 604 00:22:29,470 --> 00:22:30,040 about you. 605 00:22:30,370 --> 00:22:32,830 And if we take a step back and we think about 606 00:22:32,830 --> 00:22:33,610 social media, 607 00:22:33,610 --> 00:22:35,020 it's literally in the name, 608 00:22:35,020 --> 00:22:35,950 right. It's social. 609 00:22:36,220 --> 00:22:37,690 And so I ask people to think about, 610 00:22:37,690 --> 00:22:38,770 okay, remember before, 611 00:22:38,770 --> 00:22:40,090 and maybe we were getting back into it, 612 00:22:40,150 --> 00:22:41,050 a cocktail party, 613 00:22:41,050 --> 00:22:43,780 let's say that you want to meet someone that, 614 00:22:43,780 --> 00:22:44,560 you know, 615 00:22:44,560 --> 00:22:46,450 like you want to establish a relationship with them. 616 00:22:46,450 --> 00:22:47,470 For whatever reason, 617 00:22:47,470 --> 00:22:49,450 maybe you want a job and they can help you, 618 00:22:49,480 --> 00:22:50,260 whatever it is. 619 00:22:50,500 --> 00:22:52,930 You don't start that conversation. 620 00:22:52,930 --> 00:22:54,160 When you get that introduction, 621 00:22:54,190 --> 00:22:55,780 you don't just start talking about yourself, 622 00:22:55,780 --> 00:22:59,350 right? You've probably done some research about that person. 623 00:22:59,620 --> 00:23:03,700 And you probably have looked for something that is mutual interest. 624 00:23:03,970 --> 00:23:05,710 So if you both have children, 625 00:23:05,980 --> 00:23:07,480 you might ask them about their children. 626 00:23:07,630 --> 00:23:08,860 That's something you have in common. 627 00:23:08,860 --> 00:23:10,180 If you both played golf, 628 00:23:10,180 --> 00:23:11,230 if you both played tennis, 629 00:23:11,230 --> 00:23:12,430 if you both like to snowboard, 630 00:23:12,430 --> 00:23:14,620 right, you're going to find that out ahead of time. 631 00:23:14,650 --> 00:23:17,020 And you're going to try to drop that into the first 632 00:23:17,020 --> 00:23:18,220 part of the conversation. 633 00:23:18,490 --> 00:23:21,820 And that is the same thing as pillar one it's mutual 634 00:23:21,820 --> 00:23:25,000 ground. It's common interest where you're not asking them to buy 635 00:23:25,000 --> 00:23:29,850 anything. It's the most social content Part of first, 636 00:23:29,850 --> 00:23:32,640 you have to really know and understand your customer a hundred 637 00:23:32,640 --> 00:23:37,200 percent, the value that you provide over and above your product. 638 00:23:37,200 --> 00:23:38,190 So whatever that would be, 639 00:23:38,190 --> 00:23:39,690 what the content would look like. 640 00:23:39,720 --> 00:23:41,220 It's not just always, 641 00:23:41,310 --> 00:23:44,550 and in our industry that it's such an easy default is 642 00:23:44,550 --> 00:23:45,060 here's my, 643 00:23:45,530 --> 00:23:46,280 here's the price. 644 00:23:46,280 --> 00:23:47,330 Here's where to go buy. 645 00:23:47,590 --> 00:23:50,140 Right? And Where is why I made this product. 646 00:23:50,140 --> 00:23:52,020 And here's why I love this product. 647 00:23:52,030 --> 00:23:52,600 And here, 648 00:23:52,600 --> 00:23:52,900 you know, 649 00:23:53,540 --> 00:23:55,570 that instead Of other things, 650 00:23:55,570 --> 00:23:59,350 other areas where you have common ground to what you're saying, 651 00:23:59,350 --> 00:24:00,610 like with the cocktail party. 652 00:24:00,880 --> 00:24:03,340 So you're saying those are the types of things over and 653 00:24:03,340 --> 00:24:06,850 above our product that we should be adding to our content. 654 00:24:07,180 --> 00:24:09,130 Yeah. I love how you're saying over and above, 655 00:24:09,130 --> 00:24:11,260 because what I always say is it's like an interest in 656 00:24:11,260 --> 00:24:14,350 this content precedes an interest in your product, 657 00:24:14,380 --> 00:24:16,240 right? It qualifies them. 658 00:24:16,540 --> 00:24:18,970 A really great example is for food brands, 659 00:24:18,970 --> 00:24:22,600 recipes. So if I see a recipe and it's from a 660 00:24:22,600 --> 00:24:23,350 food brand, 661 00:24:23,410 --> 00:24:27,490 I can make that recipe with a different brands product, 662 00:24:27,520 --> 00:24:29,560 right? You are bringing value to me. 663 00:24:29,560 --> 00:24:32,560 However, if I come to your site and read that recipe, 664 00:24:32,590 --> 00:24:35,830 the brand also knows that that's an ideal customer, 665 00:24:35,860 --> 00:24:36,970 even if they haven't bought yet. 666 00:24:37,210 --> 00:24:38,650 So this mutual ground, 667 00:24:38,680 --> 00:24:40,750 it serves a lot of purposes. 668 00:24:41,050 --> 00:24:45,220 It serves the purpose of providing value in establishing contact with 669 00:24:45,220 --> 00:24:46,450 your ideal customer. 670 00:24:46,780 --> 00:24:50,200 And it also provides the mechanism that the brand needs of 671 00:24:50,200 --> 00:24:53,080 qualifying that person as a prospect. 672 00:24:53,080 --> 00:24:55,270 So that would be interested in buying your product eventually. 673 00:24:55,630 --> 00:24:57,610 Yes. I've been talking about this a little bit of a 674 00:24:57,610 --> 00:24:58,180 different way, 675 00:24:58,180 --> 00:24:59,920 and I'd love your opinion on this. 676 00:25:00,160 --> 00:25:03,820 If someone is a candle maker and all they're showing on 677 00:25:03,820 --> 00:25:05,560 social are these fabulous, 678 00:25:05,560 --> 00:25:06,790 beautiful, gorgeous, 679 00:25:06,820 --> 00:25:08,770 wonderfully scented candles. 680 00:25:08,830 --> 00:25:10,090 Every single time, 681 00:25:10,360 --> 00:25:12,010 I might still love those candles, 682 00:25:12,250 --> 00:25:13,870 but I don't need to see that all the time, 683 00:25:13,870 --> 00:25:16,420 because maybe I'm not in the market for a candle right 684 00:25:16,420 --> 00:25:19,000 now, which for me is highly improbable, 685 00:25:19,000 --> 00:25:19,990 but let's just go with it. 686 00:25:20,260 --> 00:25:23,890 And if that's all that I'm delivered from that company, 687 00:25:24,130 --> 00:25:25,120 okay, that's fine. 688 00:25:25,120 --> 00:25:25,840 I love it, 689 00:25:25,870 --> 00:25:27,310 but I don't need to see it all the time. 690 00:25:27,310 --> 00:25:29,140 So I'm going to stop interacting with it, 691 00:25:29,140 --> 00:25:31,360 which then means if it's not paid advertising, 692 00:25:31,360 --> 00:25:34,090 I'm certainly not going to continue seeing it in my feed. 693 00:25:34,120 --> 00:25:38,530 Versus if I was shown different ways to use candles, 694 00:25:38,800 --> 00:25:41,710 other products that being a candle lover, 695 00:25:41,710 --> 00:25:42,520 I like, 696 00:25:42,550 --> 00:25:46,300 I don't know all different types of like lifestyle type things 697 00:25:46,570 --> 00:25:47,680 I would be going then. 698 00:25:47,680 --> 00:25:50,500 And following it for more than just the candles, 699 00:25:50,500 --> 00:25:53,590 because it's providing me other types of value, 700 00:25:53,590 --> 00:25:54,430 which by the way, 701 00:25:54,430 --> 00:25:55,600 then when I need a candle, 702 00:25:55,600 --> 00:25:56,320 they're the first person. 703 00:25:57,400 --> 00:25:59,050 Exactly. That is pillar one. 704 00:25:59,350 --> 00:26:01,300 And the other thing that pillar one does, 705 00:26:01,300 --> 00:26:03,850 and the other thing that that type of content does is 706 00:26:03,850 --> 00:26:07,780 if you see something that's new and different and interesting, 707 00:26:07,840 --> 00:26:09,850 you are more likely to share it. 708 00:26:10,090 --> 00:26:14,620 So that is how pillar one contributes to brand growth and 709 00:26:14,620 --> 00:26:15,610 demand generation. 710 00:26:15,850 --> 00:26:19,690 Because by sharing content that your prospects and your community just 711 00:26:19,690 --> 00:26:20,650 find interesting, 712 00:26:20,650 --> 00:26:21,820 it's new and it's different. 713 00:26:21,820 --> 00:26:22,810 It's entertaining, 714 00:26:22,810 --> 00:26:23,920 it's educational. 715 00:26:24,160 --> 00:26:25,930 That's going to be the thing that they hit that little 716 00:26:25,930 --> 00:26:27,280 arrow and share it with their friends. 717 00:26:27,520 --> 00:26:28,380 Hey, have you seen this? 718 00:26:28,420 --> 00:26:28,840 Oh my gosh, 719 00:26:28,840 --> 00:26:29,620 how cool is this? 720 00:26:29,920 --> 00:26:33,310 And now that generates this like halo ripple effect around your 721 00:26:33,310 --> 00:26:37,180 brand gets it in front of more people and AKA generates 722 00:26:37,180 --> 00:26:39,610 more demand and just awareness of who you are and what 723 00:26:39,610 --> 00:26:40,090 you're selling. 724 00:26:40,360 --> 00:26:41,980 This seems so obvious, 725 00:26:42,250 --> 00:26:44,400 but because so many don't do it. 726 00:26:44,400 --> 00:26:47,310 And to your point at some part of the conversation up 727 00:26:47,310 --> 00:26:47,850 until now, 728 00:26:47,880 --> 00:26:49,800 people repeat what they're seeing other people doing, 729 00:26:49,830 --> 00:26:51,930 right. Or what people are saying to do. 730 00:26:52,170 --> 00:26:54,720 But this seems like it would be so obvious if you 731 00:26:54,720 --> 00:26:56,220 just look at your own behavior, 732 00:26:56,250 --> 00:26:57,300 but we don't do it. 733 00:26:57,590 --> 00:26:58,070 I know, 734 00:26:58,070 --> 00:27:00,860 I think it's just because we're all so strapped for time 735 00:27:00,860 --> 00:27:01,850 and we try to fit. 736 00:27:01,880 --> 00:27:04,190 It's also funny because this is the content that's really fun. 737 00:27:04,190 --> 00:27:06,620 Like if we love our business and we love our product, 738 00:27:06,650 --> 00:27:09,380 it's the stuff that we probably have the most creative energy 739 00:27:09,380 --> 00:27:11,570 around. It's probably the stuff we find the most. 740 00:27:11,570 --> 00:27:14,240 Interesting. And it's a really meaningful way to connect with your 741 00:27:14,240 --> 00:27:17,150 audience. I think the reason why we don't do it is 742 00:27:17,180 --> 00:27:17,930 we're just, 743 00:27:17,990 --> 00:27:18,530 I don't know, 744 00:27:18,590 --> 00:27:20,450 content production stresses is out. 745 00:27:20,450 --> 00:27:21,980 We're not thinking about it this way. 746 00:27:21,980 --> 00:27:23,750 So we're just trying to get it done and check off 747 00:27:23,750 --> 00:27:24,200 the box. 748 00:27:24,470 --> 00:27:27,020 But then when we approach content in that way, 749 00:27:27,020 --> 00:27:28,550 where it's like under pressure, 750 00:27:28,640 --> 00:27:30,200 it ends up kind of not being good, 751 00:27:30,200 --> 00:27:33,140 which then kind of decreases our relationship with it. 752 00:27:33,140 --> 00:27:34,310 Right. It makes it feel. 753 00:27:34,310 --> 00:27:35,090 So it's kind of this, 754 00:27:35,090 --> 00:27:36,350 a little bit of a vicious cycle. 755 00:27:36,350 --> 00:27:36,710 I think. 756 00:27:36,710 --> 00:27:39,350 Whereas if we start to think for ourselves in this way, 757 00:27:39,380 --> 00:27:41,180 we actually start to enjoy it, 758 00:27:41,450 --> 00:27:43,850 which then means that our content gets better, 759 00:27:43,880 --> 00:27:48,260 which means the entire thing becomes more fun and more impactful 760 00:27:48,260 --> 00:27:48,920 for our business. 761 00:27:49,190 --> 00:27:50,810 And you're saying we don't have to do this every day 762 00:27:50,810 --> 00:27:51,980 either. Exactly. 763 00:27:52,010 --> 00:27:52,430 Oh my gosh, 764 00:27:52,460 --> 00:27:53,720 you could do something like this. 765 00:27:54,050 --> 00:27:56,820 You could decide you're going to do one blog a month. 766 00:27:56,840 --> 00:27:58,670 That has a few different tips in it. 767 00:27:58,970 --> 00:28:02,780 And repurpose that blog promote that blog once a week for 768 00:28:02,780 --> 00:28:03,470 the full month, 769 00:28:03,770 --> 00:28:04,880 just through a different angle, 770 00:28:05,270 --> 00:28:06,620 Promote the blog in social, 771 00:28:06,650 --> 00:28:08,930 right. Directing back to the article. 772 00:28:09,170 --> 00:28:11,480 Just wanted to make sure everyone would understand that connection there. 773 00:28:11,750 --> 00:28:15,080 So can you give us some tips on other ideas? 774 00:28:15,080 --> 00:28:16,850 Like it could be something that's trending. 775 00:28:17,090 --> 00:28:20,030 We talked about that something that's brand new. 776 00:28:20,300 --> 00:28:22,520 What other types of things are your clients doing? 777 00:28:22,520 --> 00:28:25,790 Just so we can continue brainstorming what that could be for 778 00:28:25,790 --> 00:28:28,700 us. That's not just the product price content. 779 00:28:31,550 --> 00:28:32,210 Oh my gosh. 780 00:28:32,390 --> 00:28:34,370 So much good information already. 781 00:28:34,460 --> 00:28:35,900 And right after a quick break, 782 00:28:35,930 --> 00:28:40,610 we'll get back to talk about more ideas for posting content 783 00:28:40,640 --> 00:28:42,080 over and above product and price. 784 00:28:43,310 --> 00:28:44,870 Yes. It's possible. 785 00:28:45,020 --> 00:28:47,690 Increase your sales without adding a single customer. 786 00:28:47,900 --> 00:28:51,350 How you ask by offering personalization with your products, 787 00:28:51,620 --> 00:28:54,770 wrap a cake box with a ribbon saying happy 30th birthday, 788 00:28:54,770 --> 00:28:58,220 Annie, or at a special message and date to wedding or 789 00:28:58,220 --> 00:29:00,650 party favors for an extra meaningful touch. 790 00:29:00,770 --> 00:29:04,040 Where else can you get customization with a creatively spelled name 791 00:29:04,040 --> 00:29:04,970 or find packaging? 792 00:29:04,970 --> 00:29:07,460 That includes a saying whose meaning is known to a select 793 00:29:07,460 --> 00:29:10,130 to not only our customers willing to pay for these special 794 00:29:10,130 --> 00:29:13,340 touches. They'll tell their friends and word will spread about your 795 00:29:13,340 --> 00:29:14,630 company and products. 796 00:29:14,840 --> 00:29:18,200 You can create personalized ribbons and labels in seconds, 797 00:29:18,290 --> 00:29:21,590 make just one or thousands without waiting weeks or having to 798 00:29:21,590 --> 00:29:24,860 spend money to order yards and yards print words in any 799 00:29:24,860 --> 00:29:25,880 language or font, 800 00:29:26,090 --> 00:29:26,810 add logos, 801 00:29:26,930 --> 00:29:28,700 images, even photos, 802 00:29:28,940 --> 00:29:32,780 perfect for branding or adding ingredient and flavor labels to for 803 00:29:32,780 --> 00:29:33,620 more information, 804 00:29:33,620 --> 00:29:35,720 go to the ribbon print company.com. 805 00:29:36,800 --> 00:29:38,870 Absolutely. So another example, 806 00:29:38,870 --> 00:29:40,700 I'll use myself as an example. 807 00:29:40,750 --> 00:29:45,070 I sell social media marketing services and products, 808 00:29:45,340 --> 00:29:49,150 but I know that my target audience is a business owner 809 00:29:49,180 --> 00:29:50,230 and they're also, 810 00:29:50,230 --> 00:29:50,950 what else are they? 811 00:29:50,950 --> 00:29:52,900 They're probably a really high achiever. 812 00:29:53,140 --> 00:29:56,800 They're probably someone who is highly motivated, 813 00:29:56,830 --> 00:29:58,840 but they have taken a lot on. 814 00:29:58,840 --> 00:30:01,990 And so one category of content we put in our pillar. 815 00:30:01,990 --> 00:30:04,000 One is what we call words of encouragement. 816 00:30:04,270 --> 00:30:07,120 And the whole point of the content is to just meet 817 00:30:07,120 --> 00:30:09,160 them where they are in a moment we love doing it 818 00:30:09,160 --> 00:30:12,310 on a Friday because everybody's just tired on Friday and can't 819 00:30:12,310 --> 00:30:13,480 wait to get to the weekend. 820 00:30:13,720 --> 00:30:16,000 And we just hit them with like an inspirational quote, 821 00:30:16,000 --> 00:30:17,740 super conversational it's fun. 822 00:30:17,740 --> 00:30:19,900 And the whole idea is that we think of it as 823 00:30:19,900 --> 00:30:21,250 trying to be your hype woman. 824 00:30:21,250 --> 00:30:23,830 Like we tell you what you need exactly when you need 825 00:30:23,830 --> 00:30:24,400 to hear it. 826 00:30:24,700 --> 00:30:27,730 And that content is the content that people save the most, 827 00:30:27,760 --> 00:30:29,740 share the most engage with the most. 828 00:30:29,740 --> 00:30:30,430 They just love it. 829 00:30:30,700 --> 00:30:31,720 And that is content, 830 00:30:31,720 --> 00:30:34,030 right? That takes very little time to produce. 831 00:30:34,300 --> 00:30:35,770 It's just inspirational quotes, 832 00:30:35,770 --> 00:30:38,740 but really like centered around our target market's mindset. 833 00:30:39,000 --> 00:30:42,510 I've seen a lot of people in our community sharing memes, 834 00:30:42,540 --> 00:30:45,000 or even self-initiated quotes I'll go with, 835 00:30:45,030 --> 00:30:46,800 or other quotes from others, 836 00:30:46,800 --> 00:30:48,810 but on posts that they're creating. 837 00:30:49,050 --> 00:30:52,290 But I don't know that we're always thinking about hitting at 838 00:30:52,290 --> 00:30:54,570 the right time that you were talking about. 839 00:30:54,570 --> 00:30:56,760 So I want to underline that concept. 840 00:30:56,760 --> 00:30:58,830 I think it's something that I'm going to think forward when 841 00:30:58,830 --> 00:31:02,460 I'm doing my quotes and some of the inspirational things what's 842 00:31:02,460 --> 00:31:05,910 the balance or what do you suggest then with copy, 843 00:31:05,940 --> 00:31:06,120 you know, 844 00:31:06,120 --> 00:31:08,400 the actual post part versus the visual. 845 00:31:08,670 --> 00:31:10,740 How important is that and what do you do with that? 846 00:31:11,130 --> 00:31:12,570 So it's a great question. 847 00:31:12,570 --> 00:31:14,310 I think both are really important, 848 00:31:14,550 --> 00:31:17,550 but I think that there's a little bit of a myth 849 00:31:17,550 --> 00:31:21,930 about how sophisticated your design really needs to be the graphic 850 00:31:21,930 --> 00:31:25,470 part, the craft exactly we actually have. 851 00:31:25,470 --> 00:31:27,000 And I see it all over the internet, 852 00:31:27,000 --> 00:31:30,840 oftentimes a white background with black copy on it. 853 00:31:30,840 --> 00:31:34,620 If we're talking about a quote here will outperform something that 854 00:31:34,620 --> 00:31:36,060 someone tried to pretty up. 855 00:31:36,270 --> 00:31:39,180 And I think the reason for that is there's three words 856 00:31:39,180 --> 00:31:41,880 that I like to keep in mind about my content, 857 00:31:41,880 --> 00:31:42,960 especially with this pillar, 858 00:31:42,960 --> 00:31:44,670 one content that we're talking about, 859 00:31:44,730 --> 00:31:46,200 and those are timely, 860 00:31:46,230 --> 00:31:47,880 relatable, and relevant. 861 00:31:48,300 --> 00:31:51,480 And we want to keep it simple because our community is 862 00:31:51,480 --> 00:31:52,230 being kind of, 863 00:31:52,230 --> 00:31:53,370 for lack of a better term, 864 00:31:53,370 --> 00:31:55,740 smacked in the face with so much information all day, 865 00:31:55,740 --> 00:31:56,070 every day, 866 00:31:56,070 --> 00:31:58,050 right? We're just all bombarded. 867 00:31:58,290 --> 00:31:59,610 It's infobesity. 868 00:31:59,610 --> 00:32:01,830 Like we're all just getting hit with too much information. 869 00:32:02,070 --> 00:32:05,460 So the more simple that we can keep a social post, 870 00:32:05,550 --> 00:32:07,590 oftentimes the better it's going to perform, 871 00:32:07,890 --> 00:32:10,050 this can really be up to the brand. 872 00:32:10,050 --> 00:32:13,650 Some brands want to have really nice designs or graphics and 873 00:32:13,650 --> 00:32:15,120 that's totally okay too. 874 00:32:15,390 --> 00:32:17,670 I think I just want to put a plugin for a 875 00:32:17,670 --> 00:32:19,770 simple also works really well. 876 00:32:19,800 --> 00:32:22,530 Does that mean It makes so much sense and I'm feeling 877 00:32:22,530 --> 00:32:25,680 so good cause I do the white background on my quotes 878 00:32:25,680 --> 00:32:28,860 or whatever with type and then just a little yellow flower, 879 00:32:28,860 --> 00:32:30,000 which is my brand logo. 880 00:32:30,000 --> 00:32:30,690 And that's it. 881 00:32:30,990 --> 00:32:32,250 So I'm feeling good about that, 882 00:32:32,460 --> 00:32:34,920 but then what about the word part of the post, 883 00:32:34,950 --> 00:32:35,700 the content part? 884 00:32:35,910 --> 00:32:39,650 So I think that this is another area where especially pillar 885 00:32:39,650 --> 00:32:42,230 one, I think that less is more, 886 00:32:42,290 --> 00:32:46,550 unless what you're saying is just so meaningful that it deserves 887 00:32:46,580 --> 00:32:47,330 more words. 888 00:32:47,660 --> 00:32:50,540 So there is a tendency I think for people to give 889 00:32:50,540 --> 00:32:51,470 really lengthy, 890 00:32:51,470 --> 00:32:54,290 almost journal style entries on their captions. 891 00:32:54,590 --> 00:32:55,010 And again, 892 00:32:55,010 --> 00:32:57,590 if you see that your community is responding to that, 893 00:32:57,590 --> 00:32:58,220 don't stop. 894 00:32:58,220 --> 00:32:59,150 Certainly don't stop. 895 00:32:59,390 --> 00:33:01,790 But if you see that your community is not responding to 896 00:33:01,790 --> 00:33:03,470 that, try simplifying. 897 00:33:03,740 --> 00:33:06,950 I think that it's a lot to ask people to read 898 00:33:06,980 --> 00:33:10,070 a whole two or three paragraphs in the middle of their 899 00:33:10,070 --> 00:33:10,790 busy day, 900 00:33:10,850 --> 00:33:13,070 unless it's something that is so value packed, 901 00:33:13,070 --> 00:33:14,750 it's going to immediately move the needle for them. 902 00:33:14,750 --> 00:33:16,730 So anytime I'm in the editing phase, 903 00:33:17,060 --> 00:33:21,110 I am asking myself if this paragraph does not add value 904 00:33:21,110 --> 00:33:22,640 to my customer or center, 905 00:33:22,640 --> 00:33:24,350 my customer's point of view in some way, 906 00:33:24,350 --> 00:33:27,140 if it's a little self-indulgent and it's just a story about 907 00:33:27,140 --> 00:33:30,590 me, I will often cut it because I think again, 908 00:33:30,590 --> 00:33:33,260 just putting yourself in the mindset of it's really easy for 909 00:33:33,260 --> 00:33:35,120 us to put ourselves in the mindset of our customers on 910 00:33:35,120 --> 00:33:35,720 social media, 911 00:33:35,750 --> 00:33:37,880 because we are all customers of some kind, 912 00:33:37,880 --> 00:33:40,760 we are humans that are really strapped for time and just 913 00:33:40,850 --> 00:33:42,680 there's so much content to produce. 914 00:33:42,920 --> 00:33:45,200 So keeping it simple is 100%. 915 00:33:45,290 --> 00:33:48,200 Okay. So sometimes with our words of encouragement posts, 916 00:33:48,200 --> 00:33:51,410 we have a one-liner maybe one to two sentences that goes 917 00:33:51,410 --> 00:33:51,710 with it. 918 00:33:51,940 --> 00:33:53,710 This is Such a breath of fresh air. 919 00:33:54,040 --> 00:33:55,750 I cannot even tell you. 920 00:33:55,870 --> 00:33:56,710 Oh my gosh. 921 00:33:56,980 --> 00:34:00,130 And I'm also thinking that if you put this whole personal 922 00:34:00,130 --> 00:34:01,930 story about what's behind the quote, 923 00:34:01,990 --> 00:34:05,680 it might detract from how that landed with the person who 924 00:34:05,680 --> 00:34:07,180 was initially Reading it. 925 00:34:07,630 --> 00:34:08,770 That's exactly it. 926 00:34:08,770 --> 00:34:11,230 We really want this content to be about them. 927 00:34:11,230 --> 00:34:12,310 So the less you say, 928 00:34:12,310 --> 00:34:14,830 the more people can relate to it because they can make 929 00:34:14,830 --> 00:34:16,630 it whatever it needs to be for them in that moment. 930 00:34:17,080 --> 00:34:17,770 I like this. 931 00:34:18,070 --> 00:34:19,990 And so add some hashtags. 932 00:34:20,020 --> 00:34:22,750 What's your position on the hashtags hashtags? 933 00:34:22,750 --> 00:34:25,030 Yes. This is a really interesting one. 934 00:34:25,030 --> 00:34:27,400 I do think that it's important to invest some time in 935 00:34:27,400 --> 00:34:31,150 hashtags. We talk about this a lot in my agency because 936 00:34:31,210 --> 00:34:33,790 sometimes I'm not sure if the juice is worth the squeeze 937 00:34:33,790 --> 00:34:35,620 in terms of how much time it takes. 938 00:34:35,860 --> 00:34:38,080 So in terms of hashtags, 939 00:34:38,080 --> 00:34:39,580 you really want to stay away from, 940 00:34:39,610 --> 00:34:41,410 I might have these specific numbers wrong, 941 00:34:41,410 --> 00:34:43,270 but you kind of want hashtags that are in between like 942 00:34:43,300 --> 00:34:44,110 the 10,000 943 00:34:44,110 --> 00:34:44,980 and 50,000 944 00:34:45,010 --> 00:34:46,000 volume mark. 945 00:34:46,030 --> 00:34:47,680 Otherwise they're going to get completely lost. 946 00:34:48,010 --> 00:34:50,050 Do you need to make sure the hashtags you're using are 947 00:34:50,050 --> 00:34:51,280 not shadow banned, 948 00:34:51,280 --> 00:34:53,800 right? So before you publish with a hashtag, 949 00:34:53,830 --> 00:34:55,900 you need to check all of those hashtags and make sure 950 00:34:55,900 --> 00:34:56,950 that they're healthy, 951 00:34:56,950 --> 00:34:57,610 so to speak. 952 00:34:57,850 --> 00:34:58,870 So one thing, 953 00:34:58,870 --> 00:35:01,600 and we haven't really gotten into the other two pillars and 954 00:35:01,600 --> 00:35:04,330 then how to use a little bit of paid advertising spend. 955 00:35:04,330 --> 00:35:07,870 But if you're spending $10 a post and do you find 956 00:35:07,870 --> 00:35:11,080 hashtags kind of soul sucking and time-consuming, 957 00:35:11,110 --> 00:35:14,860 you do have the option to ignore them because paying to 958 00:35:14,860 --> 00:35:16,930 get a kind of out past the algorithm in front of 959 00:35:16,930 --> 00:35:19,240 more people is one way to kind of buy it. 960 00:35:19,240 --> 00:35:21,460 It's doing the same thing that your hashtags do. 961 00:35:21,460 --> 00:35:25,450 So we see varying levels of success with our hashtags across 962 00:35:25,450 --> 00:35:27,790 our brands in different industries and all of that. 963 00:35:28,120 --> 00:35:30,460 I just want to empathize that it can be a really 964 00:35:30,460 --> 00:35:31,600 time consuming process. 965 00:35:31,600 --> 00:35:33,070 So if it works for you, 966 00:35:33,100 --> 00:35:34,000 that's awesome. 967 00:35:34,000 --> 00:35:34,870 Don't stop. 968 00:35:35,140 --> 00:35:37,860 If it is your least favorite part and deters you from 969 00:35:37,860 --> 00:35:41,580 posting, let's maybe consider putting $10 behind your post instead. 970 00:35:41,840 --> 00:35:43,340 Okay. That makes total sense to me. 971 00:35:43,370 --> 00:35:44,540 Completely agree with that. 972 00:35:44,540 --> 00:35:45,440 Okay. So yes. 973 00:35:45,440 --> 00:35:47,960 I know we've been taking a bunch of time on content, 974 00:35:47,990 --> 00:35:49,580 but if we don't have the content, 975 00:35:49,610 --> 00:35:51,270 nothing else is going to happen. 976 00:35:51,620 --> 00:35:52,820 Yeah. It's so important. 977 00:35:53,120 --> 00:35:57,110 And I think pillar one also this like lifestyle content that's 978 00:35:57,140 --> 00:35:58,010 interest based. 979 00:35:58,040 --> 00:35:59,780 This is the stuff that people have the most, 980 00:35:59,780 --> 00:36:01,070 it's a little challenging. 981 00:36:01,310 --> 00:36:02,570 So I think it's great to spend time here. 982 00:36:02,870 --> 00:36:03,710 Perfect. Okay. 983 00:36:03,950 --> 00:36:05,180 But let's go ahead and carry on. 984 00:36:05,180 --> 00:36:07,130 So we have a complete package for everybody. 985 00:36:07,550 --> 00:36:10,190 Okay. So then pillar two is all about your product. 986 00:36:10,400 --> 00:36:10,640 It's like, 987 00:36:10,640 --> 00:36:12,470 this is where you talk about your product. 988 00:36:12,710 --> 00:36:15,470 You want to get really clear about talking about your product 989 00:36:15,470 --> 00:36:17,210 in a way that is benefit driven, 990 00:36:17,240 --> 00:36:18,440 not feature driven. 991 00:36:18,440 --> 00:36:20,930 So it's not a book with 200 pages, 992 00:36:20,930 --> 00:36:22,880 it's a book that's going to change your life in these 993 00:36:22,880 --> 00:36:26,330 ways. And so that's where that time to talk about your 994 00:36:26,330 --> 00:36:27,920 product. At any time you're talking about your product, 995 00:36:27,920 --> 00:36:29,870 you really want to include a call to action. 996 00:36:29,870 --> 00:36:32,660 Another piece of advice that I see across the industry is 997 00:36:32,660 --> 00:36:34,850 like include a call to action on every single post. 998 00:36:34,850 --> 00:36:38,210 And my students feel really awkward about that because you include 999 00:36:38,210 --> 00:36:39,440 a call to action on every post. 1000 00:36:39,440 --> 00:36:40,940 And a lot of times people don't answer. 1001 00:36:40,940 --> 00:36:41,840 And so I say, 1002 00:36:42,140 --> 00:36:44,510 if you feel awkward about calls to action on every single 1003 00:36:44,510 --> 00:36:47,750 post, you can contain your calls to action to pillar two. 1004 00:36:48,020 --> 00:36:48,440 It's like, 1005 00:36:48,470 --> 00:36:49,250 here's the product. 1006 00:36:49,280 --> 00:36:50,510 Here's how it's going to change your life. 1007 00:36:50,540 --> 00:36:53,090 And here's how you can learn more about it on my 1008 00:36:53,090 --> 00:36:55,250 website. Here's how you can buy it now. 1009 00:36:55,520 --> 00:36:57,500 So that's really where you want your calls to action. 1010 00:36:57,740 --> 00:36:58,910 And then pillar three, 1011 00:36:59,000 --> 00:37:00,590 this is where all the know like, 1012 00:37:00,590 --> 00:37:01,550 and trust stuff comes in. 1013 00:37:01,790 --> 00:37:03,590 So pillar three is about you. 1014 00:37:03,620 --> 00:37:04,070 It's kind of, 1015 00:37:04,070 --> 00:37:06,440 I like to think about it as this is the stuff 1016 00:37:06,440 --> 00:37:09,350 that people hear and when they've tried your product already, 1017 00:37:09,410 --> 00:37:10,910 and then they read the story, 1018 00:37:11,180 --> 00:37:12,560 that's what hooks them. 1019 00:37:12,560 --> 00:37:14,360 And they become lifelong friends there. 1020 00:37:14,360 --> 00:37:16,070 And this is what makes them refer friends. 1021 00:37:16,070 --> 00:37:18,320 So it could be that you're a woman owned company. 1022 00:37:18,320 --> 00:37:21,950 It could be that you use sustainable materials in the way 1023 00:37:21,950 --> 00:37:23,540 that you produce your product. 1024 00:37:23,540 --> 00:37:26,810 It could be that you use your grandmother's recipes and family 1025 00:37:26,810 --> 00:37:29,000 secret recipes in the things that you bake, 1026 00:37:29,010 --> 00:37:31,550 whatever it is that really makes you, 1027 00:37:31,550 --> 00:37:34,070 you that's where pillar three content. 1028 00:37:34,640 --> 00:37:36,170 Perfect. And the importance of that, 1029 00:37:36,170 --> 00:37:39,560 of course also is you then are separating yourself from anyone 1030 00:37:39,560 --> 00:37:41,990 else who makes a similar type of a product. 1031 00:37:42,290 --> 00:37:44,960 And you're giving content to someone to talk with you about 1032 00:37:45,170 --> 00:37:45,770 they can share, 1033 00:37:45,800 --> 00:37:47,270 oh, I love this jewelry. 1034 00:37:47,270 --> 00:37:48,050 And here's why, 1035 00:37:48,050 --> 00:37:51,230 because you fed them that information that is authentic. 1036 00:37:51,530 --> 00:37:52,280 That's exactly. 1037 00:37:52,290 --> 00:37:52,970 I love it. 1038 00:37:53,240 --> 00:37:56,570 And then what percentage should the sales portion Be? 1039 00:37:56,810 --> 00:37:59,660 So I like to say in a kind of standard, 1040 00:37:59,660 --> 00:38:00,530 because it's going to change, 1041 00:38:00,530 --> 00:38:02,420 it's going to change my brand and it's going to change 1042 00:38:02,450 --> 00:38:04,460 by like the season of business that you're in. 1043 00:38:04,730 --> 00:38:07,160 But if we were just going to start at a baseline, 1044 00:38:07,160 --> 00:38:07,760 I would say, 1045 00:38:07,760 --> 00:38:09,200 you do 50% pillar, 1046 00:38:09,200 --> 00:38:10,790 one 30% pillar, 1047 00:38:10,820 --> 00:38:13,040 two and 20% pillar three. 1048 00:38:13,310 --> 00:38:16,250 And you can kind of visualize the way that that matches 1049 00:38:16,250 --> 00:38:17,720 and mirrors a marketing funnel, 1050 00:38:17,750 --> 00:38:20,450 right? The top demand generation needs the most. 1051 00:38:20,450 --> 00:38:21,770 Then we convert that in demand. 1052 00:38:21,770 --> 00:38:24,260 And then we really have those conversations with our customers. 1053 00:38:24,530 --> 00:38:28,070 Now you can take those percentages and dial them up or 1054 00:38:28,070 --> 00:38:28,610 down, right? 1055 00:38:28,610 --> 00:38:31,910 If it is a big promotional month for you and you 1056 00:38:31,910 --> 00:38:33,350 have a lot of product to sell, 1057 00:38:33,380 --> 00:38:36,760 right. When we're in Q4 for we're taking pillar two and 1058 00:38:36,760 --> 00:38:39,040 we're dialing it way up and that's totally fine, 1059 00:38:39,040 --> 00:38:41,110 but I like the 50, 1060 00:38:41,110 --> 00:38:42,780 30, 20 as a baseline. 1061 00:38:42,780 --> 00:38:44,820 Perfect. And I think the thing we always have to remember 1062 00:38:44,820 --> 00:38:48,390 too, is just because maybe you're doing more of loyalty or 1063 00:38:48,420 --> 00:38:50,160 advocacy posts doesn't mean that someone's not going to say, 1064 00:38:50,190 --> 00:38:50,670 oh my gosh, 1065 00:38:50,670 --> 00:38:51,630 I just totally forgot. 1066 00:38:51,630 --> 00:38:53,190 I wanted to order something from her. 1067 00:38:53,400 --> 00:38:54,210 Oh, a hundred percent. 1068 00:38:54,480 --> 00:38:57,030 So it doesn't mean that you're not going to get sales 1069 00:38:57,030 --> 00:39:00,690 just because you're not quote unquote selling in your post it's 1070 00:39:00,690 --> 00:39:03,120 that you're making contact with your followers, 1071 00:39:03,150 --> 00:39:04,560 staying top of mind, 1072 00:39:04,590 --> 00:39:06,090 deepening the relationship, 1073 00:39:06,120 --> 00:39:08,550 which then brings all the goodness in terms of sales and 1074 00:39:08,550 --> 00:39:10,860 support and referrals and all of that down the road. 1075 00:39:11,130 --> 00:39:14,550 Exactly. And when someone sees a meaningful post on pillar one 1076 00:39:14,550 --> 00:39:15,180 or three, 1077 00:39:15,240 --> 00:39:15,750 they are, 1078 00:39:15,750 --> 00:39:18,450 they're more likely to kind of get their attention with that. 1079 00:39:18,450 --> 00:39:18,930 And they're like, 1080 00:39:18,960 --> 00:39:19,500 oh wow. 1081 00:39:19,500 --> 00:39:22,050 And that's what kind of drives them to your profile. 1082 00:39:22,050 --> 00:39:23,820 Right. They're going to click on you and kind of see 1083 00:39:23,820 --> 00:39:24,690 what you've been up to. 1084 00:39:24,690 --> 00:39:27,000 And then they'll see that last post you did on your 1085 00:39:27,000 --> 00:39:27,960 new, awesome product. 1086 00:39:27,960 --> 00:39:29,790 So there's a little bit of a rabbit hole effect for 1087 00:39:29,790 --> 00:39:30,180 sure. Sure. 1088 00:39:30,470 --> 00:39:30,660 You know, 1089 00:39:30,660 --> 00:39:34,320 what else I feel is when I'm just seeing like sales 1090 00:39:34,320 --> 00:39:35,610 posts all the time, 1091 00:39:35,880 --> 00:39:39,870 I feel like that brand just is in panic mode for 1092 00:39:39,870 --> 00:39:41,160 sales. Yeah. 1093 00:39:41,430 --> 00:39:43,410 So if I see it leveling out, 1094 00:39:43,410 --> 00:39:45,720 just like some behind the scenes or some sharing, 1095 00:39:45,720 --> 00:39:45,960 you know, 1096 00:39:45,960 --> 00:39:46,590 we all know, 1097 00:39:46,590 --> 00:39:48,210 yes, they're trying to get visibility, 1098 00:39:48,420 --> 00:39:50,460 but it doesn't feel so needy. 1099 00:39:50,460 --> 00:39:51,210 If you Will, 1100 00:39:51,630 --> 00:39:52,260 a hundred percent, 1101 00:39:52,290 --> 00:39:54,330 it's a way better experience for everyone. 1102 00:39:54,540 --> 00:39:59,280 It really is how social originally was created in the beginning 1103 00:39:59,310 --> 00:40:01,770 when brands first started using social media. 1104 00:40:02,100 --> 00:40:04,680 I remember when in my first job we would be like, 1105 00:40:04,680 --> 00:40:06,240 you're not supposed to sell on social. 1106 00:40:06,240 --> 00:40:08,550 Like we would hate it when the brand team would breathe 1107 00:40:08,550 --> 00:40:10,080 in a sales campaign for us. 1108 00:40:10,230 --> 00:40:12,630 And looking back on it now either only asking us to 1109 00:40:12,630 --> 00:40:13,680 do a couple of posts, 1110 00:40:13,920 --> 00:40:17,250 because originally it was very much a top of funnel, 1111 00:40:17,280 --> 00:40:19,140 community audience building tool. 1112 00:40:19,410 --> 00:40:19,890 And that, 1113 00:40:19,890 --> 00:40:22,410 because of the way that users use social, 1114 00:40:22,410 --> 00:40:25,200 they're getting on social for a breath of fresh air for 1115 00:40:25,200 --> 00:40:28,560 an escape of where they are right now for really quick 1116 00:40:28,560 --> 00:40:31,590 distraction for something to do while they wait for an appointment. 1117 00:40:31,590 --> 00:40:32,100 It's like, 1118 00:40:32,370 --> 00:40:33,180 it's social. 1119 00:40:33,390 --> 00:40:35,760 All of that does not mean that we shouldn't sell now 1120 00:40:35,760 --> 00:40:37,500 that it certainly has shifted, 1121 00:40:37,770 --> 00:40:40,230 but I completely agree with you that it's just a better 1122 00:40:40,230 --> 00:40:42,540 experience for everyone when we're not just sell, 1123 00:40:42,540 --> 00:40:42,900 sell, sell, 1124 00:40:42,900 --> 00:40:43,260 sell, sell. 1125 00:40:43,260 --> 00:40:44,430 Right. For Sure. 1126 00:40:44,640 --> 00:40:47,790 It's so funny that the change and evolution of social, 1127 00:40:47,820 --> 00:40:50,580 we're really only talking what a little over a decade. 1128 00:40:50,610 --> 00:40:51,510 Maybe I know. 1129 00:40:51,550 --> 00:40:54,030 It's So crazy. 1130 00:40:54,150 --> 00:40:54,420 All right. 1131 00:40:54,450 --> 00:40:55,500 Let's continue on. 1132 00:40:55,500 --> 00:40:58,500 And just quickly talk about the tactical and then the market 1133 00:40:58,500 --> 00:40:59,520 feedback. Okay, 1134 00:40:59,550 --> 00:41:03,270 great. So I think the tactical can be anything from, 1135 00:41:03,570 --> 00:41:06,390 okay, should we be partnering with other brands? 1136 00:41:06,390 --> 00:41:08,880 That's one tactic that a lot of people don't necessarily talk 1137 00:41:08,880 --> 00:41:10,260 about. We see it all the time. 1138 00:41:10,260 --> 00:41:12,570 It's a really good tactic for small brands. 1139 00:41:12,810 --> 00:41:14,790 So that means finding other, 1140 00:41:14,820 --> 00:41:16,170 some people call it influencers. 1141 00:41:16,170 --> 00:41:17,760 I don't love that word for small brands. 1142 00:41:17,760 --> 00:41:21,960 It's finding individuals that have your audience and partnering with them 1143 00:41:21,960 --> 00:41:24,630 to bring value to their audience and introduce you to their 1144 00:41:24,630 --> 00:41:28,170 audience. It could be partnering with other brands and organizations. 1145 00:41:28,200 --> 00:41:30,060 I really love that for small businesses. 1146 00:41:30,060 --> 00:41:32,400 It's a super powerful way to get in front of new 1147 00:41:32,400 --> 00:41:34,130 audiences. That's one tactic. 1148 00:41:34,130 --> 00:41:36,830 I like hashtags is an example of a tactic, 1149 00:41:36,830 --> 00:41:39,830 right? You're layering that on the message to get your message 1150 00:41:39,830 --> 00:41:40,520 out further. 1151 00:41:40,790 --> 00:41:43,790 I developed something that we call the three by three model 1152 00:41:44,090 --> 00:41:48,050 and it is how we align kind of boosting posts, 1153 00:41:48,050 --> 00:41:51,050 so to speak with the pillar that it lines up with. 1154 00:41:51,050 --> 00:41:53,240 So we used to allocate, 1155 00:41:53,240 --> 00:41:54,890 I don't know if anybody remembers, 1156 00:41:55,100 --> 00:41:57,830 I think now the button on the Instagram post says promote, 1157 00:41:57,860 --> 00:41:59,660 but it used to say boost this post. 1158 00:41:59,930 --> 00:42:02,840 And we used to allocate just a little bit of budget 1159 00:42:02,840 --> 00:42:05,420 every month for our clients to just boost posts that were 1160 00:42:05,420 --> 00:42:06,140 performing well. 1161 00:42:06,410 --> 00:42:08,630 And one of the benefits of having a ton of clients 1162 00:42:08,630 --> 00:42:11,210 in a ton of different industries that you're managing is when 1163 00:42:11,210 --> 00:42:12,200 something changes, 1164 00:42:12,200 --> 00:42:13,370 do you see it immediately? 1165 00:42:13,370 --> 00:42:15,080 Because it changes across all the accounts. 1166 00:42:15,350 --> 00:42:18,500 And we used to get these amazing results for boosted posts. 1167 00:42:18,740 --> 00:42:21,440 And then about a year ago that like in the same 1168 00:42:21,440 --> 00:42:23,480 month, all of the reports I was looking at, 1169 00:42:23,480 --> 00:42:24,830 we had a fraction, 1170 00:42:24,830 --> 00:42:27,290 like we had a quarter of the amount of the results 1171 00:42:27,350 --> 00:42:30,410 on the dollar that we had received the month before. 1172 00:42:30,680 --> 00:42:33,380 And so that's when we developed the three by three models. 1173 00:42:33,380 --> 00:42:34,670 So what this means is, 1174 00:42:35,000 --> 00:42:37,880 and this I'm going to speak in super layman's terms and 1175 00:42:37,880 --> 00:42:40,070 just know that you can learn more about this if you're 1176 00:42:40,070 --> 00:42:41,720 not inside of business manager yet. 1177 00:42:41,960 --> 00:42:43,580 But the idea and business managers, 1178 00:42:43,580 --> 00:42:44,990 Facebook's advertising tool. 1179 00:42:45,230 --> 00:42:48,260 The idea is that if you're publishing pillar one, 1180 00:42:48,260 --> 00:42:49,700 pillar two pillar three, 1181 00:42:49,730 --> 00:42:54,110 because now your content is organized according to the customer journey, 1182 00:42:54,110 --> 00:42:55,880 right? It's organized according to demand, 1183 00:42:55,880 --> 00:42:58,790 generation sales and loyalty and advocacy, 1184 00:42:59,060 --> 00:43:02,540 that makes it really easy for you to decide who to 1185 00:43:02,540 --> 00:43:04,040 target a message to. 1186 00:43:04,310 --> 00:43:07,970 So if I'm publishing pillar one and I want to put 1187 00:43:07,970 --> 00:43:09,200 $10 behind it, 1188 00:43:09,530 --> 00:43:12,680 I am going to promote it to audiences that look like 1189 00:43:12,680 --> 00:43:13,490 my customers, 1190 00:43:13,520 --> 00:43:16,160 right? And then when I publish pillar two, 1191 00:43:16,460 --> 00:43:18,950 I'm going to promote it to warm audiences. 1192 00:43:18,950 --> 00:43:20,150 People who have seen, 1193 00:43:20,240 --> 00:43:22,550 maybe they have engaged with my posts recently, 1194 00:43:22,850 --> 00:43:24,260 maybe they are my customers. 1195 00:43:24,530 --> 00:43:26,510 Maybe they are recent website visitors, 1196 00:43:26,540 --> 00:43:27,740 right? They're really warm. 1197 00:43:27,740 --> 00:43:28,550 They're ready to buy. 1198 00:43:28,850 --> 00:43:30,230 And then with pillar three, 1199 00:43:30,470 --> 00:43:32,510 I like to promote it to both warm and cold. 1200 00:43:32,510 --> 00:43:35,420 I think both our customers and people who don't know about 1201 00:43:35,420 --> 00:43:37,250 us yet will sometimes enjoy that content. 1202 00:43:37,490 --> 00:43:38,990 So the three by three model, 1203 00:43:38,990 --> 00:43:41,750 just that is the guide to follow. 1204 00:43:41,750 --> 00:43:42,420 If you decide, 1205 00:43:42,470 --> 00:43:42,920 you're like, 1206 00:43:42,920 --> 00:43:44,150 yeah, I want to get some time back. 1207 00:43:44,150 --> 00:43:47,600 I'm willing to pay 150 bucks a month to post way 1208 00:43:47,600 --> 00:43:50,030 less when put just 10 bucks behind my posts. 1209 00:43:50,270 --> 00:43:52,040 The three by three model is the number one way to 1210 00:43:52,040 --> 00:43:56,240 go. We see an insane results from a consumer engagement standpoint. 1211 00:43:56,240 --> 00:43:58,250 When we deployed it for a cosmetic, 1212 00:43:58,250 --> 00:44:01,220 a national cosmetic brand within the first 90 days of taking 1213 00:44:01,220 --> 00:44:02,780 over their social media, 1214 00:44:02,780 --> 00:44:06,710 they saw an immediate 30% lift in their average order value 1215 00:44:06,950 --> 00:44:09,110 because you're just getting in front of the right people at 1216 00:44:09,110 --> 00:44:09,710 the right time. 1217 00:44:09,950 --> 00:44:13,220 So it's a really great way to just align your content 1218 00:44:13,220 --> 00:44:16,610 to the customer journey and really focus on targeted distribution. 1219 00:44:17,020 --> 00:44:17,410 Love it. 1220 00:44:17,650 --> 00:44:18,910 Okay. And honestly, 1221 00:44:18,970 --> 00:44:24,850 $150 a month to post less think of how much time 1222 00:44:24,880 --> 00:44:28,630 you spend doing social media and what your time is worth 1223 00:44:29,080 --> 00:44:31,350 and equate that to the $150. 1224 00:44:31,350 --> 00:44:33,030 And you're actually making out, 1225 00:44:33,330 --> 00:44:34,410 I actually did, 1226 00:44:34,410 --> 00:44:34,700 I think, 1227 00:44:34,830 --> 00:44:37,470 as some sort of math equation in an email I sent 1228 00:44:37,470 --> 00:44:38,760 recently, exactly, 1229 00:44:38,910 --> 00:44:40,350 you're coming out on top. 1230 00:44:40,380 --> 00:44:43,980 If you treat $150 for like 12 to 15 posts of 1231 00:44:43,980 --> 00:44:45,000 your posting every day, 1232 00:44:45,000 --> 00:44:46,400 right? Seriously. 1233 00:44:46,460 --> 00:44:46,790 I mean, 1234 00:44:46,790 --> 00:44:49,610 the key is then you take that newfound time that you 1235 00:44:49,610 --> 00:44:52,460 have and use it in activities that will help bring in 1236 00:44:52,460 --> 00:44:53,240 more business. 1237 00:44:53,510 --> 00:44:56,930 Exactly. So you're not just going off and you're free and 1238 00:44:56,930 --> 00:44:57,680 that kind of thing, 1239 00:44:58,160 --> 00:45:00,830 even Getting a little bit of time back to think freely, 1240 00:45:00,830 --> 00:45:03,560 right? We all know that that's where going for a walk 1241 00:45:03,560 --> 00:45:07,730 and thinking strategically is an incredibly high value use of your 1242 00:45:07,730 --> 00:45:10,070 time compared to creating an Instagram post. 1243 00:45:10,070 --> 00:45:11,240 That's not going to move the needle. 1244 00:45:11,630 --> 00:45:13,070 I agree A hundred percent. 1245 00:45:13,340 --> 00:45:16,670 So what is going to happen with your three by three, 1246 00:45:16,700 --> 00:45:20,540 given the new Facebook policy issues with ads? 1247 00:45:20,780 --> 00:45:22,940 So the only really way that it is, 1248 00:45:22,970 --> 00:45:24,680 it really hasn't changed much. 1249 00:45:24,920 --> 00:45:28,010 But what we will think about is really keeping that customer 1250 00:45:28,010 --> 00:45:30,140 journey on the platform. 1251 00:45:30,140 --> 00:45:34,580 So the way that the privacy updates have impacted the pixel 1252 00:45:34,580 --> 00:45:38,330 and our tracking the most is that when we send people 1253 00:45:38,330 --> 00:45:40,340 off of Instagram or Facebook, 1254 00:45:40,610 --> 00:45:43,040 the pixel will drop if they're not allowing us to track. 1255 00:45:43,280 --> 00:45:44,540 So for example, 1256 00:45:44,540 --> 00:45:47,030 we used to use a tactic where we would take a 1257 00:45:47,030 --> 00:45:51,170 pillar, one blog post and drive people to the website. 1258 00:45:51,440 --> 00:45:54,530 And then we would retarget them with pillar two products. 1259 00:45:54,650 --> 00:45:57,590 Now we need to find a way to just keep that 1260 00:45:57,650 --> 00:45:59,540 on Instagram and Facebook, 1261 00:45:59,570 --> 00:46:01,910 because if they engage with a post, 1262 00:46:01,970 --> 00:46:04,010 we will be able to track that and get back in 1263 00:46:04,010 --> 00:46:04,490 front of them. 1264 00:46:04,760 --> 00:46:07,310 So it just means that for example, 1265 00:46:07,310 --> 00:46:08,570 instead of a blog post, 1266 00:46:08,600 --> 00:46:11,960 maybe we have a video top of funnel where it's like 1267 00:46:11,960 --> 00:46:14,360 a video of us making a thing or setting up a 1268 00:46:14,360 --> 00:46:15,230 scene, right? 1269 00:46:15,230 --> 00:46:17,990 Or like when you were talking about kind of styling at 1270 00:46:17,990 --> 00:46:19,190 home like candles, 1271 00:46:19,430 --> 00:46:22,730 maybe it's a video or it's just a pillar one post, 1272 00:46:22,730 --> 00:46:26,030 like it can be a static image that we keep people 1273 00:46:26,030 --> 00:46:28,040 on the site on Facebook or Instagram. 1274 00:46:28,040 --> 00:46:29,630 But if they engage with that, 1275 00:46:29,660 --> 00:46:32,150 then we know that they're warmed up to us. 1276 00:46:32,420 --> 00:46:35,510 And when we re target people who have recently engaged with 1277 00:46:35,510 --> 00:46:36,980 our content for pillar two, 1278 00:46:37,430 --> 00:46:39,680 the number one thing to think about is just kind of 1279 00:46:39,680 --> 00:46:42,680 constructing that customer journey and helping them get to know you 1280 00:46:42,680 --> 00:46:46,130 as much as possible while still on these platforms is the 1281 00:46:46,130 --> 00:46:46,760 number one thing. 1282 00:46:46,760 --> 00:46:50,180 And then you can overcome that sort of issue by making 1283 00:46:50,180 --> 00:46:52,280 sure your profiles are really optimized. 1284 00:46:52,280 --> 00:46:55,190 Like making sure there's a really clear path to your website, 1285 00:46:55,460 --> 00:46:57,920 if they're interested and curious enough that they want to get 1286 00:46:57,920 --> 00:46:58,550 there now, 1287 00:46:58,820 --> 00:47:01,220 otherwise we just focus on warming them up while they're still 1288 00:47:01,220 --> 00:47:02,150 on these platforms. 1289 00:47:02,420 --> 00:47:04,460 There's a lot of fear-mongering happening, 1290 00:47:04,490 --> 00:47:05,930 which is unfortunate to see, 1291 00:47:05,930 --> 00:47:09,410 but we can definitely still use these platforms in a powerful 1292 00:47:09,410 --> 00:47:10,250 way. Okay. 1293 00:47:10,250 --> 00:47:12,890 So let me ask you this all been with your word 1294 00:47:12,890 --> 00:47:18,200 strategic, so no longer can I make a post on Facebook 1295 00:47:18,230 --> 00:47:19,250 when this is all in fact, 1296 00:47:19,250 --> 00:47:21,110 okay. Make a post on Facebook, 1297 00:47:21,140 --> 00:47:24,530 directing people over to my blog article on my website where 1298 00:47:24,530 --> 00:47:26,360 they'll see my products and all of that. 1299 00:47:26,570 --> 00:47:27,560 But instead, 1300 00:47:27,560 --> 00:47:31,600 what you could do is a post I'm saying this slowly, 1301 00:47:31,600 --> 00:47:34,030 because I'm thinking this through at the same time is a 1302 00:47:34,030 --> 00:47:36,220 post that then could, 1303 00:47:36,220 --> 00:47:39,580 that direct them to a different post, 1304 00:47:39,580 --> 00:47:43,150 which is maybe a video that you did that you uploaded 1305 00:47:43,150 --> 00:47:44,440 directly to Facebook. 1306 00:47:44,620 --> 00:47:47,440 So it's tracking the activity and the link from one to 1307 00:47:47,440 --> 00:47:49,330 another, where then they would get more information. 1308 00:47:49,830 --> 00:47:51,540 Yeah, that is exactly right. 1309 00:47:51,570 --> 00:47:54,120 One clarification I do want to make that I think is 1310 00:47:54,120 --> 00:47:57,090 really relevant to the people who listened to your podcast is 1311 00:47:57,090 --> 00:48:00,840 you absolutely still can create a post driving them to your 1312 00:48:00,840 --> 00:48:05,520 site, especially if your product price point is under $50, 1313 00:48:05,730 --> 00:48:09,300 because if your product price point is low enough that it's 1314 00:48:09,300 --> 00:48:13,830 not a super high consideration buy and they are relatively likely 1315 00:48:13,830 --> 00:48:15,750 to buy on that first interaction, 1316 00:48:16,020 --> 00:48:18,330 then that you can absolutely still do. 1317 00:48:18,330 --> 00:48:19,260 And just see if it works. 1318 00:48:19,260 --> 00:48:22,140 If they're buying the one thing that's removed is our ability 1319 00:48:22,140 --> 00:48:23,550 to retarget them. 1320 00:48:23,610 --> 00:48:25,680 If they bounce off your site and don't buy that first 1321 00:48:25,680 --> 00:48:27,600 time. So you want to try both things, 1322 00:48:27,600 --> 00:48:29,310 you want to try sending them to the site to buy 1323 00:48:29,310 --> 00:48:29,910 the first time. 1324 00:48:29,910 --> 00:48:33,180 And then the alternate is trying what you just articulated, 1325 00:48:33,180 --> 00:48:36,510 where we keep them on warm them up with like a 1326 00:48:36,510 --> 00:48:39,870 video post or just a really fun social posts and then 1327 00:48:39,870 --> 00:48:42,210 re target them with a product post right after that. 1328 00:48:42,480 --> 00:48:45,120 Right. Because then you're what you're doing is you're searching for 1329 00:48:45,120 --> 00:48:46,410 their activity, 1330 00:48:46,440 --> 00:48:50,310 staying on site because it's telling the algorithm and you're able 1331 00:48:50,310 --> 00:48:51,990 to track that they were interested in it, 1332 00:48:51,990 --> 00:48:52,980 that they took action. 1333 00:48:53,010 --> 00:48:54,300 Right. But you still, 1334 00:48:54,300 --> 00:48:54,540 I mean, 1335 00:48:54,540 --> 00:48:55,560 there's so much value. 1336 00:48:55,560 --> 00:48:55,980 It's look, 1337 00:48:55,980 --> 00:48:59,970 someone's not going to read a long post probably on social. 1338 00:49:00,000 --> 00:49:02,220 So there's a place for each you're just going to use 1339 00:49:02,220 --> 00:49:04,380 them differently A hundred percent. 1340 00:49:04,410 --> 00:49:05,490 Yes. Okay. 1341 00:49:05,760 --> 00:49:08,430 And make sure if you send them to a blog post, 1342 00:49:08,460 --> 00:49:10,710 give them an opportunity to get on your email list and 1343 00:49:10,710 --> 00:49:11,400 that blog post. 1344 00:49:11,700 --> 00:49:12,480 Oh yes. 1345 00:49:12,780 --> 00:49:14,310 And I'm sure you're talking about that all the time. 1346 00:49:15,060 --> 00:49:16,800 So that's super valuable still as well. 1347 00:49:17,160 --> 00:49:17,910 Okay. Wonderful. 1348 00:49:18,150 --> 00:49:21,060 And let's finish off here with a little bit of market 1349 00:49:21,060 --> 00:49:23,730 feedback, share a little bit more about what's under there. 1350 00:49:23,970 --> 00:49:27,600 I think that something that I hear a lot is my 1351 00:49:27,600 --> 00:49:30,690 pillar to post don't perform anywhere near as well as my 1352 00:49:30,690 --> 00:49:31,020 other stuff. 1353 00:49:31,050 --> 00:49:32,550 Anytime I show my product, 1354 00:49:32,580 --> 00:49:33,870 it doesn't perform as well. 1355 00:49:34,140 --> 00:49:37,050 And my first question is how are you measuring success? 1356 00:49:37,290 --> 00:49:40,320 Because if you're measuring success just by engagement, 1357 00:49:40,350 --> 00:49:42,210 then you might be reading the data wrong, 1358 00:49:42,210 --> 00:49:43,560 right? With pillar two, 1359 00:49:43,590 --> 00:49:46,770 we want to see people either saving your post so they 1360 00:49:46,770 --> 00:49:48,090 can come back later and buy, 1361 00:49:48,360 --> 00:49:50,400 or we want to see them clicking to your website. 1362 00:49:50,670 --> 00:49:52,110 And so what I mean by pillar, 1363 00:49:52,170 --> 00:49:54,540 just to back up a little bit by market feedback, 1364 00:49:54,570 --> 00:49:57,870 is, are people engaging overall engagements, 1365 00:49:57,870 --> 00:50:01,470 right? With your posts more so than before you implemented the 1366 00:50:01,470 --> 00:50:04,650 three pillar model is engagement moving in the right direction. 1367 00:50:04,950 --> 00:50:09,060 And today shares and saves are really important, 1368 00:50:09,300 --> 00:50:11,220 but it doesn't mean if you've got a lot of likes 1369 00:50:11,220 --> 00:50:11,760 and comments. 1370 00:50:11,790 --> 00:50:12,900 That's also really great. 1371 00:50:12,900 --> 00:50:13,980 That's striking a chord, 1372 00:50:14,250 --> 00:50:16,350 but I think it's really important to make sure that we 1373 00:50:16,350 --> 00:50:18,360 don't measure the success of every post, 1374 00:50:18,360 --> 00:50:19,650 according to the same metrics. 1375 00:50:19,650 --> 00:50:20,610 So on pillar one, 1376 00:50:20,640 --> 00:50:23,970 I want to see likes comments and shares on pillar two. 1377 00:50:23,970 --> 00:50:26,490 I want to see saves and clicks or buys. 1378 00:50:26,790 --> 00:50:27,770 And on three, 1379 00:50:27,770 --> 00:50:31,040 I kind of look at total interactions and observe what's happening. 1380 00:50:31,040 --> 00:50:33,830 And because of pillar three can really run the gamut of 1381 00:50:33,830 --> 00:50:35,270 the types of stories that you're telling. 1382 00:50:35,270 --> 00:50:37,850 So as long as you have community engagement on those of 1383 00:50:37,850 --> 00:50:38,630 any kind, 1384 00:50:38,630 --> 00:50:39,820 it's a step in the right direction. 1385 00:50:40,210 --> 00:50:41,500 So how do you do that? 1386 00:50:41,500 --> 00:50:44,170 When you go in and you look at your results for 1387 00:50:44,170 --> 00:50:45,580 each of your different posts, 1388 00:50:45,610 --> 00:50:48,640 then you also need to categorize which pillar each of those 1389 00:50:48,640 --> 00:50:49,420 posts is In. 1390 00:50:49,690 --> 00:50:49,990 I will. 1391 00:50:49,990 --> 00:50:51,220 I typically like to, 1392 00:50:51,220 --> 00:50:51,490 I mean, 1393 00:50:51,490 --> 00:50:52,600 once you do this, 1394 00:50:52,630 --> 00:50:53,890 you'll automatically know, 1395 00:50:54,160 --> 00:50:57,370 and I think differentiating most of your posts from the post 1396 00:50:57,370 --> 00:50:59,800 with product in them is a really good shortcut. 1397 00:51:00,040 --> 00:51:00,520 But yeah. 1398 00:51:00,520 --> 00:51:02,560 And the other thing that we do is if you use 1399 00:51:02,560 --> 00:51:04,510 a content calendar of any kind, 1400 00:51:04,750 --> 00:51:05,950 when we're planning, 1401 00:51:06,160 --> 00:51:07,270 we write pillar one, 1402 00:51:07,270 --> 00:51:07,900 two or three, 1403 00:51:08,170 --> 00:51:09,400 so that's kind of there. 1404 00:51:09,400 --> 00:51:11,740 And then when we go back and look at performance, 1405 00:51:11,740 --> 00:51:13,600 we can reference the content calendar and say, 1406 00:51:13,630 --> 00:51:14,110 oh, okay, 1407 00:51:14,110 --> 00:51:15,970 well, this was the goal of that post. 1408 00:51:16,240 --> 00:51:19,390 So how do we look at what success looks Completely makes 1409 00:51:19,390 --> 00:51:20,620 sense? Oh my gosh, 1410 00:51:20,620 --> 00:51:22,030 this is so incredible. 1411 00:51:22,330 --> 00:51:22,750 You know, 1412 00:51:22,750 --> 00:51:24,520 we talk about social media all the time, 1413 00:51:24,520 --> 00:51:27,430 but you were bringing up some things I haven't heard before. 1414 00:51:27,670 --> 00:51:30,400 They're making me think about this a little bit differently. 1415 00:51:30,430 --> 00:51:32,080 Like I've already said a couple of times, 1416 00:51:32,080 --> 00:51:34,720 just the idea of being able to slow down, 1417 00:51:35,020 --> 00:51:36,310 do it smarter, 1418 00:51:36,340 --> 00:51:37,030 not more, 1419 00:51:37,060 --> 00:51:38,830 but smarter is incredible. 1420 00:51:39,040 --> 00:51:41,290 So I'm anxious to just listen to all of this again, 1421 00:51:41,290 --> 00:51:42,580 myself. I really, 1422 00:51:42,580 --> 00:51:43,570 Really appreciate it. 1423 00:51:43,570 --> 00:51:45,010 And I'm so glad you feel that way. 1424 00:51:45,010 --> 00:51:45,850 I hope your listeners do too. 1425 00:51:46,420 --> 00:51:47,020 I love it. 1426 00:51:47,020 --> 00:51:50,320 Okay. So I know you talked in the beginning about strong 1427 00:51:50,320 --> 00:51:51,850 brand social already, 1428 00:51:51,880 --> 00:51:54,610 but now everyone's heard what we just talked about. 1429 00:51:54,820 --> 00:51:58,390 So let's go back and share a little bit more about 1430 00:51:58,510 --> 00:51:59,980 strong brand social. 1431 00:52:00,220 --> 00:52:04,180 And then I also believe you have something called strong band 1432 00:52:04,180 --> 00:52:06,040 social express that you could tell Us about. 1433 00:52:06,310 --> 00:52:10,720 I do so strong brand social is kind of our suite 1434 00:52:10,720 --> 00:52:12,730 of online courses, 1435 00:52:12,730 --> 00:52:13,630 right? And strong run. 1436 00:52:13,630 --> 00:52:15,610 Social express is the first one in the suite. 1437 00:52:15,820 --> 00:52:19,600 It's a really great kind of crash course in our philosophy. 1438 00:52:19,840 --> 00:52:20,470 We have, 1439 00:52:20,500 --> 00:52:22,630 it used to be 90 minutes of content, 1440 00:52:22,630 --> 00:52:23,200 which was great, 1441 00:52:23,200 --> 00:52:25,180 but now we have all these other bonuses that we just 1442 00:52:25,180 --> 00:52:27,250 keep sliding in there that aren't on the sales page, 1443 00:52:28,120 --> 00:52:29,320 but it kind of looks at, 1444 00:52:29,320 --> 00:52:31,450 Hey, what are the three types of content that every brand 1445 00:52:31,450 --> 00:52:32,050 needs to have? 1446 00:52:32,290 --> 00:52:34,210 What are nine elements of growth, 1447 00:52:34,210 --> 00:52:37,450 right? And really the whole goal of this product is to 1448 00:52:37,450 --> 00:52:40,540 help people see what's possible a lot like this conversation and 1449 00:52:40,540 --> 00:52:43,210 help people think for themselves that that'd be also have a 1450 00:52:43,220 --> 00:52:46,210 hundred content prompts in there that are aligned with business goals. 1451 00:52:46,210 --> 00:52:47,350 Like we've been talking about. 1452 00:52:47,350 --> 00:52:49,420 And we have our point of view on a paid social 1453 00:52:49,420 --> 00:52:52,960 roadmap. We have a tutorial video showing you exactly how to 1454 00:52:52,960 --> 00:52:54,310 do this new boost method. 1455 00:52:54,310 --> 00:52:56,620 That for the three by three model that I was talking 1456 00:52:56,620 --> 00:52:57,430 about, you know, 1457 00:52:57,430 --> 00:53:00,460 you're looking over my teammate's shoulder as she's executing that. 1458 00:53:00,730 --> 00:53:02,650 And so that strong brand social express, 1459 00:53:02,680 --> 00:53:04,090 it's usually $37. 1460 00:53:04,090 --> 00:53:05,950 We're going to gift it to your listeners. 1461 00:53:06,220 --> 00:53:07,600 I don't have the coupon codes. 1462 00:53:07,600 --> 00:53:08,290 I'm hoping we can. 1463 00:53:08,740 --> 00:53:13,570 I do it is S B S free in all caps. 1464 00:53:13,870 --> 00:53:14,980 Awesome. Perfect. 1465 00:53:15,070 --> 00:53:15,550 I love it. 1466 00:53:15,580 --> 00:53:15,880 All right. 1467 00:53:16,120 --> 00:53:17,680 So for your listeners only, 1468 00:53:17,920 --> 00:53:19,720 and that sounds strong brand social.com. 1469 00:53:19,720 --> 00:53:20,560 That'll take you there. 1470 00:53:20,860 --> 00:53:22,570 And the rest of strong brand social, 1471 00:53:22,570 --> 00:53:24,940 we have a course on building your content strategy. 1472 00:53:25,200 --> 00:53:28,140 You work closely with me and my team to do that. 1473 00:53:28,140 --> 00:53:30,180 So we kind of look at your three content pillars. 1474 00:53:30,180 --> 00:53:31,080 And if you feel like, 1475 00:53:31,080 --> 00:53:32,400 man, I think I get this, 1476 00:53:32,400 --> 00:53:34,980 but I want more support on figuring out exactly what this 1477 00:53:34,980 --> 00:53:37,140 looks out for me so that I can really stand out 1478 00:53:37,140 --> 00:53:38,250 from my competition. 1479 00:53:38,520 --> 00:53:40,050 That's a great place to do that. 1480 00:53:40,080 --> 00:53:42,750 We have a membership community where then we work to help 1481 00:53:42,750 --> 00:53:45,150 you implement your content strategy and all of that good stuff. 1482 00:53:45,150 --> 00:53:47,790 And then we're always just all ears for what people need 1483 00:53:47,790 --> 00:53:48,180 from us. 1484 00:53:48,470 --> 00:53:49,070 Oh my gosh. 1485 00:53:49,070 --> 00:53:50,180 This is amazing. 1486 00:53:50,180 --> 00:53:54,110 So everybody go to strong brand social.com 1487 00:53:54,170 --> 00:53:56,450 forward slash express one. 1488 00:53:56,480 --> 00:53:57,530 This will be in the show notes. 1489 00:53:57,530 --> 00:53:59,990 Of course you'll enter the coupon code, 1490 00:54:00,260 --> 00:54:04,790 get into Katie's ecosphere because once you do first off, 1491 00:54:04,790 --> 00:54:06,860 you're going to get a deeper dive on everything that we've 1492 00:54:06,860 --> 00:54:09,770 talked about already with all the other value ads that were 1493 00:54:09,770 --> 00:54:10,730 just discussed, 1494 00:54:10,970 --> 00:54:13,160 but then you'll also see what else is available. 1495 00:54:13,370 --> 00:54:13,880 Oh my gosh, 1496 00:54:13,910 --> 00:54:15,230 this sounds so freeing. 1497 00:54:15,260 --> 00:54:16,190 So exciting, 1498 00:54:16,280 --> 00:54:18,110 unbelievably amazing Katie, 1499 00:54:18,590 --> 00:54:20,420 just to think that this is even possible. 1500 00:54:21,050 --> 00:54:22,910 Thank you so much for having me Sue. 1501 00:54:22,910 --> 00:54:24,500 This was such a fun conversation. 1502 00:54:24,500 --> 00:54:25,850 I love that you ask. 1503 00:54:26,150 --> 00:54:29,510 Well, you've been very generous also in forthcoming with like all 1504 00:54:29,510 --> 00:54:30,380 the information. 1505 00:54:30,380 --> 00:54:32,900 It, I don't even feel like you held anything back and 1506 00:54:32,900 --> 00:54:33,320 for that, 1507 00:54:33,320 --> 00:54:33,950 I really, 1508 00:54:33,950 --> 00:54:34,910 really appreciate it. 1509 00:54:35,090 --> 00:54:36,260 Thanks again for being on the show. 1510 00:54:36,530 --> 00:54:37,130 Of course. 1511 00:54:37,160 --> 00:54:38,090 Thank you so much. 1512 00:54:41,330 --> 00:54:42,170 I have to admit, 1513 00:54:42,800 --> 00:54:45,620 I hear a lot of the same direction from our guests 1514 00:54:45,650 --> 00:54:47,780 in terms of the standard way to do things. 1515 00:54:48,350 --> 00:54:52,460 And that's significant because people don't keep doing and teaching it 1516 00:54:52,730 --> 00:54:53,750 if it doesn't work. 1517 00:54:54,560 --> 00:54:57,410 But it's also important for us to remember that there may 1518 00:54:57,410 --> 00:54:59,720 be different ways that work as well, 1519 00:55:00,170 --> 00:55:03,470 or even better as Katie shared with us today. 1520 00:55:04,610 --> 00:55:05,480 I don't know about you, 1521 00:55:05,480 --> 00:55:07,550 but I'm going to relisten to this, 1522 00:55:07,700 --> 00:55:11,750 analyze it against current systems that I have in place and 1523 00:55:11,750 --> 00:55:14,000 see if there's something new that I want to test. 1524 00:55:14,570 --> 00:55:16,700 Perhaps I've gotten your wheels turning here. 1525 00:55:17,420 --> 00:55:20,630 This podcast provides you with resources that you can refer back 1526 00:55:20,630 --> 00:55:22,250 to at your convenience. 1527 00:55:22,580 --> 00:55:23,360 And to do that, 1528 00:55:23,420 --> 00:55:25,190 I have a great way for you to find what you're 1529 00:55:25,190 --> 00:55:25,910 looking for. 1530 00:55:26,630 --> 00:55:29,780 Have you ever listened to a podcast here knew you wanted 1531 00:55:29,780 --> 00:55:33,530 to write something down re-listen at another time or come back 1532 00:55:33,530 --> 00:55:35,390 and grab a resource that was mentioned, 1533 00:55:35,750 --> 00:55:37,010 but for the life of you, 1534 00:55:37,160 --> 00:55:39,590 you can't remember what episode it was in. 1535 00:55:40,220 --> 00:55:42,920 Well, now you can find it instantly. 1536 00:55:43,550 --> 00:55:45,200 If you go to gift biz, 1537 00:55:45,200 --> 00:55:48,290 unwrapped.com forward slash search, 1538 00:55:48,830 --> 00:55:51,470 enter keywords on any topic you want. 1539 00:55:51,740 --> 00:55:54,350 And not only will it tell you in what episodes the 1540 00:55:54,350 --> 00:55:55,580 topic was discussed, 1541 00:55:55,790 --> 00:55:59,540 but it will bring you to that exact spot grab and 1542 00:55:59,540 --> 00:56:01,100 go style quick, 1543 00:56:01,460 --> 00:56:04,040 easy, and you can be on your way to taking that 1544 00:56:04,040 --> 00:56:07,700 newfound information and implementing it into your business. 1545 00:56:07,940 --> 00:56:09,860 Whether it's a topic like SEO, 1546 00:56:10,220 --> 00:56:13,490 you want to hear from other jewelry makers or you're looking 1547 00:56:13,490 --> 00:56:17,360 for a specific guest show all now can be found through 1548 00:56:17,360 --> 00:56:20,300 keyword search right inside this podcast. 1549 00:56:20,690 --> 00:56:24,850 Yay. I'm so excited it and quite honestly, 1550 00:56:24,880 --> 00:56:26,950 I've been using it for myself as well. 1551 00:56:27,430 --> 00:56:29,320 That link again is gift biz, 1552 00:56:29,350 --> 00:56:34,300 unwrapped.com forward slash search as always, 1553 00:56:34,450 --> 00:56:36,190 thanks for spending time with me today. 1554 00:56:36,670 --> 00:56:38,320 If you found this show valuable, 1555 00:56:38,410 --> 00:56:41,260 you know how much I love those ratings and reviews, 1556 00:56:42,070 --> 00:56:43,090 it would also be great. 1557 00:56:43,120 --> 00:56:45,460 If you share this podcast with others, 1558 00:56:45,820 --> 00:56:48,760 it's a great way to pay it forward and now be 1559 00:56:48,760 --> 00:56:49,600 safe and well. 1560 00:56:49,900 --> 00:56:52,450 And I'll see you again next week on the gift biz 1561 00:56:52,450 --> 00:56:52,960 on wrapped. 1562 00:56:55,140 --> 00:56:57,810 I want to make sure you're familiar with my free Facebook 1563 00:56:57,810 --> 00:57:00,360 group called gift is breeze. 1564 00:57:00,720 --> 00:57:04,380 It's a place where we all gather and are a community 1565 00:57:04,380 --> 00:57:05,760 to support each other. 1566 00:57:06,210 --> 00:57:08,370 Got a really fun post in there. 1567 00:57:08,370 --> 00:57:09,720 That's my favorite of the week. 1568 00:57:09,720 --> 00:57:12,630 I have to say where I invite all of you to 1569 00:57:12,630 --> 00:57:15,750 share what you're doing to show pictures of your product, 1570 00:57:15,900 --> 00:57:19,140 to show what you're working on for the week to get 1571 00:57:19,140 --> 00:57:22,110 reaction from other people and just for fun, 1572 00:57:22,110 --> 00:57:25,710 because we all get to see the wonderful products that everybody 1573 00:57:25,710 --> 00:57:30,240 in the community is making my favorite posts every single week, 1574 00:57:30,270 --> 00:57:31,650 without doubt. 1575 00:57:32,340 --> 00:57:33,420 Wait, what, 1576 00:57:34,320 --> 00:57:35,940 aren't you part of the group already, 1577 00:57:36,600 --> 00:57:39,990 if not make sure to jump over to Facebook and search 1578 00:57:39,990 --> 00:57:43,470 for the group gift biz breeze don't delay. 1579 00:57:43,950 --> 00:57:47,130 Come join us in gift biz breeze today.