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I didn’t truly understand this until my mentor Kate told us her story. She wanted to stress the importance of posting consistently and not overthinking it. Because it is NOT obvious what it can cost you.
Kate started her business in Social Media and Content Management around 15 years ago.
She found herself an amazing mentor by the name of Perry Belcher, a serial entrepreneur and co-founder of DigitalMarketer, as well as a massive influencer in his own right.
She has a friend by the name of Ryan who got started on his strategy around the same time.
Kate learned so much that has empowered her to build influential brands around so many amazing entrepreneurs and she shared her knowledge with her friend Ryan too.
Ryan went on to start his Podcast right away and began posting consistently across social media before it was cool.
He followed through day after day, month after month, and year after year all the way to millions of followers and millions of dollars.
Kate is so passionate about helping as many entrepreneurs as she can become digital nomads, work online, and live life on their own terms; while building an influential personal brand with a powerful voice to attract the best clients in the market.
But, she was so busy raising others up that she forgot to treat herself as a client and wasn’t as consistent as she should have been with her own personal brand. I believe many of us can relate.
The big problem most of us face is an everchanging market, opportunities online are so abundant that you no longer have to settle for a job you hate.
It has never been easier to make a living doing what you’re truly passionate about, just like Kate, Perry, Ryan, and the many entrepreneurs who’s lives they have impacted and transformed.
This also means there is more competition, in addition to more new and evolving platforms, than ever before and they’re next to impossible to keep up with.
New players spring up out of nowhere, and at first seem irrelevant, only to become the most relevant thing on the planet a few months later. (Periscope, Clubhouse, Snapchat, TikTok etc)
They force the big guys to innovate, so they have to change their focus and their algorithm to stay relevant, or simply buy out the competition (Looking at you Zuck). Either way they are all competing for the most engaging content creators.
Now you have to create content that engages your audience within the first 1 to 3 seconds, images and text no longer perform the way they use to, and the popular platforms value video content over anything else. Engagement on Facebook Pages and Groups just isn’t what it used to be.
Kate realized that if she had been posting consistent content a few years ago it would have been so much easier to grow. These days it feels like a rat race to the top, and it’s just not obvious what works anymore while most marketers are just copying each other and taking shots in the dark to see what sticks.
Kate’s friend Ryan doesn’t have to worry about it, his devoted following will keep him in business and riches for the rest of his life. Kate is beyond happy for Ryan but he is also an amazing example of what her brand could have been.
Now that Kate has an amazing content team she personally trained and certified (Snowhouse), her personal brand is stronger than ever and she is well on her way to the very top. Her success is our mission!
This story was all the motivation I needed, I was truly inspired to go all in on this business and build my own personal brand so I can be the rising tide that raises all ships to the top, just like Kate, Ryan, and Perry.
Why is Consistency So Hard to Achieve?
Most of the time, it’s the mystery that stops us, because we tend to overcomplicate things.
Maybe you struggle with ideas or creativity, or maybe it’s just the shear amount of skills it takes on top of applying those skills in software that require their own learning curve to utilize correctly. Or maybe it’s just a lack of systems and SOPs to keep things on track.
Whatever the case is, it takes multiple people with a variety of skills to get it right. From communication skills, psychology, testing, tracking, and refining to design, production, and camera presence, the bar can be high but with the right systems and strategy you can acheive it.
When it comes to attracting top quality clients through organic marketing you need a proven content strategy that creates consistency and gets the most out of your content. An influential personal brand positions YOU as the expert and guarantees a relationship and trust with your prospects.
No one wants to be sold to, especially on the first date…
Like it or not, there is a customer journey you must follow to create more touch points for your audience to consume across platforms. 80% of sales are made between the 5th and 12th contact. So your job is to stay fresh in their minds so you can keep the conversation open and move them step by step through the customer journey.
This journey can be as many as 6 steps but it can also be simplified into just 3 steps:
So a proven content strategy that adheres to these principles will shorten your sales cycle eventually and lead to faster, cheaper, and higher quality sales.
Much like the customer journey, this strategy can be as many steps as it needs to be, but it also can be simplified into just 9 steps:
Step 1: Get Clear on Your Niche & Target Audience. Create a client persona for each audience segment you plan to target, be specific.
Step 2: It's a value exchange. I'll solve [X] in exchange for [Y]. What do you get from me and what do I get from you in return?
Step 3: Communication, how your audience identifies and perceives you. What do you do, why do you do it, and what makes you different?
Step 4: The workflows, standards, and processes used to streamline content production to save time and maximize content spread.
Step 5: Getting the most out of your content production workflow. Don't repeat yourself, segment, and redistribute older content.
Step 6: Deliver your message consistently to all of the channels your prospects are active and engaging on regularly.
Step 7: Don't just post then ghost, if you want a strong relationship with your audience, you'll need to talk to them often.
Step 8: What doesn't get tracked, doesn't get improved, data drives decisions. How do you know if your efforts are failing or imroving?
Step 9: Analyze the data, make your theories on what works, set up split tests to prove them, then start with step 4 all over again.