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Episode 175: The Two Step Formula for a Powerful Marketing Plan
1.8k Plays2 years ago
Krista joins me on the podcast today to chat about what I think are the ONLY TWO STEPS of effective marketing. Yes, I believe effective marketing only requires two steps, and if you focus on doing these two things well you’ll see more engagement, more leads, and more bookings or sales.
We chat about why content marketing is so effective, common mistakes we see people make, and what businesses can do to get the most out of their content marketing efforts. We then review why lead generation is pivotal to the health of any business.
If you haven’t listened to our episode on lead generation (episode 173), you’ll want to check that one out as well.
As always, be sure to check out the show notes at daveyandkrista.com for the resources we mention during the episode.
Episode sponsor: This podcast episode was made with Zencastr. Use my special link zen.ai/daveyandkrista and use daveyandkrista to save 30% off your first three months of Zencastr professional. #madeonzencastr
And can I ask a favor? If you enjoy the Brands that Book podcast and find this episode helpful, would you mind heading over to Apple Podcasts and leaving us a review? Reviews are helpful for so many reasons, but most importantly they let us know that we’re producing the kind of content you want to hear.
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Transcript
Introduction to Brands at Book Show
00:00:06
Speaker
Welcome to the Brands at Book Show, where we help creative, service-based businesses build their brands and find more clients. I'm your host, Davy Jones.
Guest Introduction: Krista and Marketing Strategies
00:00:15
Speaker
Krista joins me on the podcast today to chat about what I think are the only two steps of effective marketing. And yes, I believe that effective marketing really only requires two steps or two focuses. And if you focus on doing these two things well, I think you'll see more engagement, more leads, more bookings or sales, and just experience less of that headache of trying to figure out where your next client or customer is going to
Effective Content Marketing and Common Mistakes
00:00:40
Speaker
come from.
00:00:40
Speaker
So we chat about why content marketing is so effective, common mistakes we see people make with their content, and what businesses can do to get the most out of their content marketing efforts. If you haven't listened to our episode on lead generation, which I think is something like episode 173, you'll want to check that one out as well.
00:00:58
Speaker
As always, be sure to check out the show notes at DavyandChrista.com for the resources that we mentioned during the episode. And if I may, ask a favor of you. If you've enjoyed listening to the Brands of Book Podcast, if you found this episode helpful, if you wouldn't mind heading on over to Apple Podcasts and leaving us a review, reviews really help. And really, they help us understand whether we're on the right track with the content that we're making.
Zencaster: Simplifying Podcast Workflow
00:01:21
Speaker
Alright, so before we jump into this episode, I want to share with you the tool that we're using to record, host, and share this podcast because it has made our lives, honestly, so much easier. And that tool is Zencaster. Before switching to Zencaster, I had accrued a ridiculous amount of subscriptions to make this podcast happen.
00:01:41
Speaker
And I finally realized what a nightmare my podcasting workflow had become when I went to train another team member on it and had to walk them through all of these different apps that I use. So finally, I made the switch. I was pretty nervous about doing so, but it ended up being a seamless experience. And the best part, this one tool Zencaster has replaced almost every other app that I use for my podcast, which saves me so much money each month.
00:02:09
Speaker
A few things that I really like about Zencaster and were important to me. First, Zencaster has a video component. It's a lot easier to have a conversation with someone when you can see the person that you're chatting with. Plus, if you do have a video podcast, they make it easy to record and distribute the video.
00:02:26
Speaker
A separate track was a must. It eliminates chances of audio quality issues. And, you know, honestly, there are just too many features for me to cover here. So check out their website for a full list of features. Go to zencaster.com forward slash pricing and use my code Davey and Krista. You'll get 30% off your first three months of zencaster professional.
00:02:49
Speaker
I want you to have the same easy experiences I do for all my podcasting and content needs. It's time to share
Podcast Equipment and Challenges
00:02:56
Speaker
your story. You can also find more information about Zencaster in the show notes and our blog. And remember, we only ever recommend tools that we know and trust. Now, on to the episode. All right, I've really leveled up this week.
00:03:17
Speaker
What do you mean? Do you mean your podcast set up? Cause you now have this like colorful board. Is it a sound board? Is that what it's called? Yeah. It's a mixer. A mixer. You kind of look like a DJ because it has all of these like rainbow colors on it. And then there are the buttons that make like sounds. Yes. Yes. Oh, you don't have your headphones on. There's just an applause. Oh, okay. Yeah. So whenever I feel like I need someone to cheer for me, I'm just going to hit that button. Jack thinks this is like the most fun thing ever.
00:03:43
Speaker
Yeah. I mean, the cool thing too is like I could, I think I can make my voice sound like a monster here. So as I talk, I think right now the monster effect is on. Can you hear it? You also gave me headphones that I can't hear it, but I've gone back. I've hopefully turned it off. Otherwise this whole episode, my voice is just going to be a monster. It's Halloween. So that could be fitting. Did you like add that or does it come pre-programmed with different things? So it comes pre-programmed, but I believe you can download other effects and load them onto your board.
00:04:13
Speaker
You also gave me these headphones to wear, which I don't like wearing. Like they were not made, you would think that they were made by geeky people who wear glasses, but I don't think they were because- You only geeky people who wear glasses. I mean, I wear glasses. Just, no.
00:04:30
Speaker
the ultimate project in here. I love how you just, you know, but anyways, I just think of like the apple nerds with their like hipster glasses and like the headphones are horrible to wear with glasses. They are. They squeeze it on your head and it's not fun. And also the headphones are really weird because I feel like I can't really hear myself talk well.
00:04:48
Speaker
So they are on the floor right now. Yeah. And that's why I got these headphones for this mixer. So I got the road headphones that go with the road mixer because you can, you can hear yourself a little bit. The Apple ones, you have to get this special adapter. They are, I mean, for how expensive Apple headphones are, they are actually pretty annoying. And I think give me the special adapter.
00:05:08
Speaker
Yeah, it has a special adapter, but even with the adapter, and again, this goes back to why I got this second set of headphones. It's because it just doesn't work well. Like I'm thinking about selling those. I just haven't been impressed. One of the first Apple products that I just haven't been impressed with. Anyways, I'm excited for this episode. I mean, I feel like I've leveled up
Key Marketing Steps: Content Creation and Lead Generation
00:05:27
Speaker
with the mixer. I also got a tattoo, so just a personal level up. You could not wait to share. I know, I'm just more legit now. Have you shared the actual tattoo on Instagram? I know you shared like the actual like
00:05:37
Speaker
being drawn on? No, yeah, yeah. I feel like that's one of those things where if you see me in person and want to ask about it, then I'll answer it, but I'm not going to go through the whole thing. Thankfully, it's not an awkward place to show people it's on your arm. Yeah, yeah. I don't know why that would be a concern for you. I was going to get it in an awkward place. But imagine if it was on your back and everybody's like, I want to see your tattoo, and then you have to lift up your shirt and show them your back. Exactly. If you're standing at a restaurant with people, you're just not going to take off your shirt to show a tattoo.
00:06:04
Speaker
That's a good point, I get what you're saying. But before this episode gets too out of control, and it might already be because we might have to re-record it because of that monster thing, I'm excited to listen back to see if it actually worked. But we're talking about effective marketing, and I really believe that effective marketing has two steps, and that's it. Seriously, it's only two steps, all right? I really do think that. I mean, I work with a lot of different businesses on like coaching and consulting.
00:06:30
Speaker
level and I think this advice, I can't think of a single instance where it hasn't worked for somebody. Okay, I'm thinking about what the steps are and I'm thinking about whether some people will be able to do the first step. Maybe we should just explain what they are. Yeah, so I think effective marketing is about being able to create effective content or good content, helpful content, whatever you want to call it.
00:06:55
Speaker
And the second part is about generating leads. If you can create great content, typically you're going to generate more leads anyways, but if you can nail the lead generation piece, right? Those two things together. And what you're going to see is more consistent business, business that you don't have to hustle for.
00:07:10
Speaker
And I've definitely been part of businesses like this where it feels like, oh man, where's our next client going to come from? But once you start nailing these things, it seems like, okay, you're just getting consistent inquiries. Heck, for our photography business, we still get a couple of inquiries a week and we close the doors almost five years ago, four years ago? No, it's like seven years ago now, right?
00:07:34
Speaker
No, it was when Jack was born, we stopped taking weddings, so like four and a half years ago. We weren't shooting a lot then, even towards the end. We weren't shooting very much, no. But still, that's a long time. Yeah, part of it is also because we rank well on search results and we haven't taken down the website yet. Yeah, we use it for examples and things like that, but we are. The plan is actually by the end of this year or early next year to take that short account and use it for another side project because we need another side project.
00:08:02
Speaker
But anyways, that's what I want to talk about in this episode is what does it look like to create, you know, why content is effective? What does it look like to create the kind of content that's going to drive things like inquiries, you know, and drive people through your funnel? And then, you know, why lead generation is important. We actually recorded an episode and published a blog post on lead generation, which drops this week, which it's the week following. So if you're listening, well, if you're listening, you've definitely, this content, the lead generation content has dropped. I think it's episode 173.
00:08:30
Speaker
Yeah. So check that out. And what we talked about that episode is really what makes a great lead generation offer. All right. So I think, you know, after creating, I don't even know how many different downloads that we've created just for our own business. Like I think we have a spreadsheet, but we don't even updated it, but if we were like 20 plus.
00:08:48
Speaker
Yeah, and then let alone all the businesses that we've worked with, both with DK and Till, all that to say, we've looked at a lot of these. So looking at the ones that generate a lot of emails and ones that don't, right? And what the difference is, is we talk about really four things you have to have down. So check out that episode for more information on that. Really, we're going to focus a little bit more on the content side of things.
00:09:11
Speaker
And the two obviously tie into each other. Like if you're good at creating just what I call your core piece of content on whatever frequency that is, then you're also probably going to be pretty good at creating a various download that collects an email address. And for somebody who all of this is brand new, when you say creating content, do you mean blog posts? Is that like the bulk of what you're talking about?
00:09:38
Speaker
I have written content in mind because I really like written content and that's a lot of what we publish. Even with the podcast, oftentimes there's a corresponding blog post that's going to go with it. With that said, what I call core content could be written, it could be an audio recorded podcast type piece of content, or it can be video recorded content like on YouTube.
00:10:03
Speaker
Do you think it could be like an Instagram post or a reel? Or do you think it's more like stuff that is searchable from Google? Other podcasts aren't searchable by Google, but most people do a blog post to have the show notes. Yeah, that correspond. That correspond. Exactly. And podcasts are searchable, but it's searchable only to specific platforms, right? Like, you know, Google Music or iTunes or whatever, right? So, loosely,
00:10:25
Speaker
When I'm saying content, I'm talking about really like YouTube, podcasts, blog posts, right? Or pages that you create on your website, of course, as well. Regarding Instagram, so I would say for the purposes of this post or this podcast episode,
00:10:41
Speaker
I don't really count Instagram as where you would create your core content. I would see Instagram as a place that you distribute that content, but not that core piece of content that you're creating. That's not true for every business. Some businesses, their primary presence is going to be on a social media platform. They're literally creating content for that social media.
00:11:11
Speaker
I'm thinking about the liver king. If you haven't seen the... You cannot get through an episode without mentioning liver king. Well, you know, but again, I mean, just to demonstrate why, right? You know, back when I forget, I used to use chubbies as an example. And chubbies for anybody listening is a... They used to make these really short shorts, you know, think about like... Are they not short shorts anymore?
00:11:31
Speaker
No, I think so. But that's the point. I'm in a totally different season of life where I'm not paying attention to that company anymore. So you're not always going to have people's attention. So I can't really remember where I was going with that. How did you get it liver king?
00:11:47
Speaker
Yeah, well, thinking about Liver King, you know, or just any, like, I'm not reading Liver King's blog, you know what I'm saying? I don't know if he has a blog, you know? I know he has various websites that are associated with his different products, but, you know, my guess is that when he's thinking through content, he's thinking through content specifically for maybe Instagram, he's probably on TikTok, I would think, you know, he's probably thinking about content for those specific channels.
00:12:10
Speaker
So, you know, there are definitely exceptions. A video library. I don't know if I see a blog, but that's the thing is like he probably has videos that he cuts up for various platforms. Right. You know what I'm saying? So there is like core content, you know, behind the scenes that's being shot and probably distributed in different, different places.
00:12:29
Speaker
Anyways, all that to say, I didn't want to come off and just say, oh, yeah, no, core content can't be created for Instagram or for TikTok or whatever, because that's not my point. My point is that like, you know, that's one step removed to me. Like really think through the kind of content that you can record or write that's going to be super helpful for people. And then think through distribution, you know, because if you're recording a video, you can take that video, you can publish it to YouTube as like the full video.
00:12:54
Speaker
then you could cut it up in a million different ways probably and share it across Instagram and TikTok and Twitter, wherever it is that your audience is hanging out. Is content always free to receive from people? Well, I'm thinking about from a marketing perspective, yes. So your marketing content should be free, right? And we won't get into like tripwire products and things like that. So what we're talking about is content marketing.
00:13:19
Speaker
And so that content is going to be free. Now, when we get to talking about lead generation, it's going to probably be gated behind some sort of wall that's going to make you put your email address in or it's going to make you put your phone number in or something like that. But content is typically going to be free. But the reason that we're talking about content marketing is because it's the best way to demonstrate your competency in a particular topic.
00:13:40
Speaker
So I think that content for us is the best way to demonstrate that we are really good at branded website design. Over at Till Agency, it's the best way to demonstrate that we are really good at managing digital ad campaigns. So I think content's the best way to demonstrate that. And it's also the best way to demonstrate the efficacy or how effective your product or service is.
00:14:05
Speaker
closely correlated ideas. But the latter part there, that it's the best way to demonstrate how effective your product or service is, it's also the best way to demonstrate who it's effective for. So is this going to be through testimonials and things? Or how would you capture that kind of content or capture that kind of showing it off in content?
00:14:26
Speaker
Yeah, that's a great question. Because really, people are looking for the best product or service for them and their needs. And when you look at digital advertising, for instance, there's digital advertising for all sorts of different industries. Over at Till, we're not gonna be the best fit for every single industry out there. But if you're in online education, coaching, memberships, we are going to be maybe the best option out there.
00:14:53
Speaker
And then we also have an ideal client for Davey and Krista as well. Going back to fitness industry, just because I think it's really easy to identify sort of the differences in the fitness industry, you probably have companies that are more, their marketing is more geared towards people who want to get in shape for maybe like a weightlifting or physique competition.
00:15:15
Speaker
And so that's a very specific type of person. Other people, maybe they want to get fit, but they're not trying to enter some sort of competition. But instead, they really just want to be healthy. And so they're trying to avoid things like seed oils and unnatural products, things like that. And so, you know, Liver King and some of his companies come to mind, because that's who they're reaching, is like health and being vitality and things like that.
00:15:43
Speaker
not necessarily like, oh, I'm gonna go break the world record in bench press, or I'm gonna go and do this bodybuilding competition. I've never gotten one of those ads, so I must not be the ideal person. Not the target market, right? I get that Kayla, it's Jean's ones. Well, I follow a lot of people who, like, you know, they talk about microplastics and... I don't even know what that is.
00:16:01
Speaker
And they talk about microplastics and seed oils and things like that. And so, of course, I'm going to get more ads and content that's oriented towards that. But content marketing is the best way to demonstrate that. And again, going back to Liver King or Dave Ramsey or anybody who they share all this really great, helpful, free content. Maybe not. I mean, Liver King's content is entertaining at the very least. He's like a personality.
00:16:27
Speaker
Yeah, yeah, yeah. And I follow him on that level. I find his stuff entertaining, and so that's why I follow it. Whereas Dave Ramsey, for instance, I find his content really helpful, and there was a season in our life where we were trying to pay off things like student loan. But he's basically taking the same concepts, repackaging them in different ways, but always staying on message. And think about how effective that's been for him. So we should seek to be, if not the liver king of our industry, the Dave Ramsey of our industry, right?
00:16:55
Speaker
I feel like our audience probably can relate more to Dave Ramsey than Liver King. Like I see Liver King and I'm like, you are a scary human being. So what are some common mistakes that people make when creating content? Yeah, so mistaking the platform for the content. So we talked about that a little bit. You know, I guess we hit on that a little bit with Instagram, you know, so like people I think get so obsessed with like trying to come up with these hacks that are somehow going to make content go viral without really focusing on the content itself. So it's like when to post to Instagram.
00:17:25
Speaker
You know, your hashtag strategy and all it's not that that stuff doesn't make a difference. But really, if the content's bad, it doesn't matter what your hashtag strategy is. Right. So I think a big mistake is mistaking the platform for the content itself. Instagram is not, you know, it's a it's a platform for content. But Instagram is not like mastering when to share your content is not a strategy for your content. You know,
00:17:50
Speaker
the spaghetti approach, I think is another mistake that we see people make. So creating a bunch of stuff without intentionality, hoping it will work. I definitely think that if I'm going to make a mistake, that this would be the mistake I would make. I think it's better if you're listening, you're like, I don't know where to start, just start. I think the thing about this spaghetti approach is that eventually you do figure out what will stick, right?
00:18:13
Speaker
or what resonates with your audience. Yeah. Yeah. And so I don't think that this is terrible, especially if you're just getting started. I think it's always good to try something new, even though you might not really have a full understanding of like why it will work or why, you know, or whatnot, or the purpose behind it. But I definitely think that you can get into, you can just, businesses can default to that, where it's just like, we're just going to create a bunch of content and kind of hope it works out. Right. Inconsistency.
00:18:38
Speaker
showing up across just kind of random platforms, not sharing consistently on those platforms, content doesn't have a consistent theme. Imagine if Dave Ramsey was one day talking about... Favorite shoes, I don't know. Yeah, his favorite shoes, that's even more random, but there are so many different topics within finance that he could talk about. He probably knows a lot about all these different topics within finance, but really, what is his bread and butter?
00:19:06
Speaker
I see people doing that with their businesses all the time. It's like they confuse their ideal client with like being a micro blogger or a influencer online. And so they're sharing about like favorite things that really have nothing to do with what they're trying to book or like what they're trying to educate their ideal clients on.
00:19:24
Speaker
It's not that you can't ever include anything, but you're like, we can talk about things other than websites or brands or marketing, but we just don't want to do that so often that it drowns out our message and our, like a content that people should be consuming from us. Yeah, yeah. And there's not a podcast episode that goes by where I say something like, if you've been listening to the podcast, you know, right? There's just certain themes that we're always going to be hitting on. And again, it goes back to that idea of being the liver king of your, or the Dave Ramsey of your,
00:19:52
Speaker
Yeah. But the thing is, is that people are going to go and they're going to look up and they're going to understand exactly what I'm talking about. Okay. So, and again, not going to be for everybody. I'm trying to think most of his stuff is like PG though. It's not, it's not stuff that you've used him as examples in like web webinars and people don't know who he is.
00:20:12
Speaker
Yeah, I think that's okay, because people are going to go and, you know, but anyways, not the point, but consistency matters. And I would say like, you know, you don't have to create a piece of content every single day, but you should be creating a core piece of content at least weekly, right? Like you should have, you know, think about like that blog post or that podcast episode or that video that's going to go live every single week, ideally on the same day. And then you're going to take that piece of content and you're going to share the heck out of it over the course of the next week.
00:20:41
Speaker
a couple weeks, months, years, until that content is no longer relevant. And we'll talk about that a little bit in a minute as well. But consistency really does matter, both in messaging and the frequency in which you're creating content. So we talked about what not to do.
Understanding Ideal Clients and Customer Journey
00:20:55
Speaker
What are some tips that you have for creating better content?
00:20:59
Speaker
Yeah, I would say real quick before we get to that, the last thing I do want to talk about relevancy, which you just hit on this a bit, where I think a lot of times we look at maybe the influencers in our industry that are selling to us and mistake it as the types of things we should be doing with our audience, right? So if you're a photographer looking at the other photographers that are in your industry that are selling courses to other photographers and then trying to recreate what they're doing, right?
00:21:26
Speaker
Like if you were trying to book brides and grooms, you shouldn't really be talking about lens types. Like they don't care at all. They just want beautiful images. Yeah. And it's not that you definitely can't talk about that, but that's probably not going to be the reason that somebody books use because they go to your website and you're talking about the difference between a 50 millimeter lens and a 35 millimeter lens.
00:21:44
Speaker
you know, whatever, like they might think, Oh, yeah, she's pretty smart. Like she knows these things. But at the end of the day, what they're going to be doing or what they're going to want to know is that you know your content, right? Or you know how to create a beautiful image. In all situations, regardless of this, you know, they want to feel confident that you're going to create beautiful images like on their wedding day. Yeah, exactly. So relevancy is important as well. Okay, so next part, what we're heading towards.
00:22:10
Speaker
It's just tips for creating better content. Yes. Which we've kind of talked a little bit about a lot of these as we talked about what not to do. Yeah, absolutely. I mean, focusing on your ideal clients and reflecting on your customer journey, we talked about this in sort of a corresponding episode to this. So if you're listening to this and you haven't listened to our episode on, you know, coming up with a content marketing plan, like a CMO, you should go and check that one out. But we just talked about the importance of focusing on your ideal client always, you know, who is it that you want to buy from you or book you?
00:22:40
Speaker
and creating the kind of content that they'll be interested in, not getting distracted by what everybody else is doing in your industry. So thinking back to the kinds of questions that you were frequently asked, maybe in your discovery meetings with them or in your inquiries, or if you have a chat, through the chat, or even on social media, what are people asking you about your services?
00:23:01
Speaker
Yeah, and I think paying attention to the questions that you're asked is one of the best sources of content. But really, taking the time going through a client timeline activity, which again, I referenced this in the CMO episode, but basically understanding the customer journey.
00:23:19
Speaker
And thinking through the kind of content that would be helpful in different parts of the customer journey, you can end up creating some really great content along the way. And that's the whole point of content, right? It's to move people from one part of the customer journey to the next part of the customer journey.
00:23:34
Speaker
all the way until they book or purchase, and then even after that, right? And I think that's one of the mistakes that we see people make is they think that content marketing stops when somebody books or purchases. But actually, you can create great content for your customers that helps them get the best possible value out of your product or service that's going to make them happier and either going to lead to referrals or repeat purchases.
00:24:00
Speaker
I mean, even our clients that we're working one-on-one with, like for our website, I send them so many links to our blog posts because there are other things that they need to do that maybe we don't do for them. Like we don't create their lead magnet. Typically like that's the content that they'll create on their own, but like I send them a link to our blog post that shows them how to make that or like a comparison between like float uskin convert kit. So they, they have, cause that's a decision that they ultimately decide for themselves. Like we can guide them, but there's so many things outside of even working with us that all that content helps them with.
00:24:30
Speaker
Yeah, and when people feel like they have a guide through those things, they're going to be much more likely to remark on your service or product to others. So really focusing on that client avatar that you've created and then also the customer journey.
00:24:46
Speaker
Are there anywhere other sources that people can, besides direct questions from your possible clients, that people can find questions for content? Any SEO tool out there that has a keyword research component to it, you can type in something really generic. For us, I might go in and just type in website design and then see what the related searches are.
00:25:09
Speaker
And then you just kind of do that over and over again, and it will continually give you maybe different ideas, right? It will also give you an idea of how many people search for that topic each month, and so that will give you an idea of whether it's something that's worth creating content around. Google Trends is another helpful tool that's gonna help you along the same way as just going to Google and starting to type something in, seeing how it finishes your sentence, right? Or looking at the related searches. When you Google something, it'll say,
00:25:37
Speaker
Typically one of the sections of the search results pages will be something like people also search, you know, and it'll have different questions that you can, you know, with an accordion dropdown, things like that. All of that can be helpful in kind of coming up with a keyword and content research. Answer the public is a fun little tool where you can put a topic in there and then it's going to give you, I don't know. I don't even know how to, it's like a diagram of.
00:26:02
Speaker
make a circle with all these things around it. Different ways that people are asking about that, or different questions that people have about that content. So you could put in like website design again, and I'd be like, what is website design? Like who is website design for? Website design platforms, you know, things like that. All related ones. And that will really help you create content specific to, you know, what you're doing and content that people are actually searching for.
00:26:25
Speaker
I would say focus on the benefit of the content when sharing about it. As we transition our topic here to how to get the most out of your content.
Maximizing Content Reach and Engagement
00:26:34
Speaker
This again, one of the biggest mistakes that we see people make. They spend 99% of their time creating the content and then 1% of their time actually sharing said content.
00:26:47
Speaker
I mean, to a certain extent, it almost should be reversed, right? You want to create systems so that, you know, it takes you far less time to create content, and then you're spending far more time actually sharing that content on a consistent basis. And we have an older podcast episode that we did about this topic, like a system. We shared my system for sharing things on all the different social media platforms and what I could repurpose for which platforms and so on.
00:27:10
Speaker
and maybe how long we continue to share on different platforms like Pinterest forever. Like Instagram, we'll keep sharing for a certain amount of time and so on. Yeah, exactly. And we'll make sure we link to that content in the show notes for sure.
00:27:22
Speaker
But you want to make sure, just to get the most out of your content, that you're sharing it on a consistent basis. I mean, if you share a piece of core content each week, then you should share about that content every day that week. Then the next week, you should share about it probably three times, you know, at least of the five days of the work week. And then after that, you know, I would say at least on a weekly basis until, you know, at some point, right, there's not going to be room for it as much, you know, but then on a monthly basis after that.
00:27:50
Speaker
Something that's going to occur naturally, like just making sure that you're linking to related posts or just as we did, right? Like we just, we've mentioned probably two or three other podcast episodes that we've done that will be in the show notes of this podcast episode. But when you're sharing, you want to focus on the benefit of that content when you're sharing. So what I mean is that you should be able to answer the so that question.
00:28:11
Speaker
And basically, so that question is, if we were talking about lead magnets, we think lead magnets are interesting. They're interesting to us. We fool around with new tools and stuff like that. But everybody else might be like, well, why should I care about this? Well, you should focus on lead magnets.
00:28:30
Speaker
so that you can generate more emails on your email list so that you can generate more revenue for your business. And you can keep on going, right? You can play that game so that, you know, until you get to really, you know, what people are looking for, which is probably more flexibility in their lives because they're generating more revenue. More security for more income. Yeah. Yeah, exactly.
00:28:52
Speaker
So you want to make sure that you're really hyper-focused on the benefit. Because again, if you're a photographer and you're talking about lighting, remember your ideal customer probably doesn't care about lighting. They really care that as the sun's going down, that you're going to be able to create the best possible image with that lighting situation. Or if they're getting married in the middle of the day on the beach, you're going to be able to create the best possible image in that different lighting scenario. Unless most of your income comes from educating other photographers.
00:29:20
Speaker
Yeah, and if most of your income comes from educating other photographers, then by all means, talk about lighting. You can use power words in your headlines to peak curiosity, make bold claims, those sorts of things. If you just Google power words, adding power words to your headlines is going to make your headlines that much better.
00:29:36
Speaker
What is the plugin on our WordPress site that gives you, like it rates your headlines? RankMath. RankMath. Yeah, it's one of the many features of RankMath. It gives you like a score for your headline. And it does say like, if you don't include a power word, your score goes down. Yeah, exactly. So something like RankMath can really help on that front. You know, choose a platform and stick to it. You don't have to show up everywhere, just when you're getting started.
00:30:00
Speaker
It took us a while to expand out to other platforms. And now we can share and pretty much, we share to YouTube, we share to iTunes, we share to Instagram, we share to- We don't do Twitter. We don't do Twitter. Who knows? But choose a platform, stick to that platform, share consistently there, build an audience there, and as you feel like you have a system for that platform, then maybe share it to another platform. Especially platforms that are similar like Instagram and TikTok, which aren't exactly the same.
00:30:28
Speaker
but the content that you share to Instagram, you could probably repurpose for TikTok, provided it's a real. And then like I said, be sure there's a common theme in your content. So that was a lot. Lead generation, we haven't really got to yet, but a lot of what I'm talking about here for lead generation is what we talked about in episode, I think it's 173. So I highly encourage you to go over to the lead generation episode and listen to that.
00:30:54
Speaker
I will touch on just the high points here. Lead generation is important in order to have a consistent pipeline of people who want to work with you or people who are potentially going to buy your product. And when you're referring to lead generation, you typically are referring to people who maybe give you their email address or their phone number in exchange for something free, right?
00:31:17
Speaker
talking about building a list of people whose contact information you have, all right, so at least their email or at least their phone number, and whoever raised their hand and said, I'm interested in the kinds of things you're talking about. So this is the kind of thing that you would use like Flowdesk to build, right? And so here's the thing, if you just focus on one of these two steps, like if you just focus on the content piece and you get really good at creating this, you know, free content and sharing this core content, whether it be, you know, blog, YouTube, podcast,
00:31:45
Speaker
That's great. And that will likely still drive inquiries, which is good. But it's not as powerful as getting the lead generation part of it set up as well. Because with the lead generation part, you can actually reach out to these specific people who are interested. You can maintain engagement with them so that they hear from you once, twice a week, every day. You can let them know that you've created the new content that you created and hopefully drive more traffic to it. Exactly.
00:32:12
Speaker
So lead generation really, like once you get the content part down, lead generation really amplifies that. All right. So I won't go through the lead generation formula here. Check out that episode if you're interested in that. But again, lead generation is step two of this. The great thing is the better you get at step one, the better you're going to get at step two.
00:32:33
Speaker
Yes, that's true. We definitely started with step one before we really nailed in on step two. Anything else that we need to talk about? I don't think so. I think just listen to the lead den episode because we go into a lot. We tried to come up with a cute acronym, but you'll hear about our acronym failure.
00:32:51
Speaker
If you need help with a content strategy over at Till Agency, that's something that we help with. We can help people get dialed in on both of these steps. So check us out at till.agency. You can also follow us on Instagram at till.agency as well. But that is something that we've been doing a lot more of lately, is really helping people with that side of things. Because if you can do that well,
00:33:11
Speaker
then everything else becomes more productive, you know, whether it's your paid ad strategy or your organic strategy, whatever. Creating effective content really goes a long way. Yes. All right. Thanks for joining us, guys. Thanks for tuning in to the Brands That Book Show. If you enjoyed this episode, please consider subscribing and leaving a review in iTunes. For show notes and other resources, head on over to DaveyandChrista.com.
00:33:45
Speaker
you