What if the number of followers you have doesn't actually equate to your financial success? Today, we're dismantling the myths of social media fame and how to ditch the 'Influencer Playbook' for as content game plan that serves AND sells instead.
This episode is your gateway to crafting content that builds relationships, drives sales with integrity, and actually makes a difference without burning out or having to keep running on the endless content hamsterwheel.
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🔗 S7 EP1: More Followers, More Dollars? Think Again!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome back to the Business Launch Podcast.
I'm your host, kimberly AnnJimenez, and, oh my goodness,
fam.
We've been on this amazingprofitable content series and
this is a final episode.
We're going to talk about whyyou need to ditch the influencer
playbook and actually embracethe business entrepreneur
(00:21):
playbook when it comes tocreating profitable content, and
we have so much to cover.
I'm so excited, so let's diveright in.
Speaker 2 (00:39):
Welcome to the Business Lounge podcast where
each week, we unpack the hottestonline marketing and business
strategies so you can grow yourbusiness, increase your bottom
line and make a bigger impact.
And now here's your host,kimberly Ann Jimenez.
Speaker 1 (00:59):
Fam.
First of all, if you have notyet listened or caught up to our
profitable content series,episode number one, we talked
all about why followers don'tautomatically equal more dollars
and why you should be chasingsomething totally different
instead.
We also talked about in thesecond episode, all about the
(01:21):
profitable content blueprint and, oh my goodness, y'all you had
so many questions.
You downloaded that blueprintlike crazy.
I get actually on my phone.
We use this really cool textingtool.
It's called Simple Texting, ifyou're curious about it, and it
sends me a notification everytime someone you know text the
(01:42):
word blueprint to 866-498-2080,shameless plug which is our
business line, our directbusiness line.
You text the word blueprint tothat number, 866-498-2080.
And we'll deliver.
If you're in the US, only we'lldeliver a PDF link to that
(02:03):
blueprint.
So if you haven't done thatalready, make sure that you do.
I got so many notifications onmy phone.
It was so exciting because youknow I haven't put out a new
resource for you guys in a whileand I just had such a good time
with the team like putting thissix step blueprint together for
you guys so that you knowexactly how to actually put
(02:24):
together content that moves theneedle in your business.
I feel like I'm on this mission, on this quest, and I even told
our TBL Plus group coachingmembers a couple of weeks ago.
I was like guys.
I feel like I am, you know,raging against the machine,
except for real, in a way, whenit comes to content creation,
(02:44):
because you know, I'm out herescreaming like guys we need a
better formula.
Everyone is teaching.
You know, these so-calledexperts are constantly teaching
that you need to post more, thatyou need to post pretty, that
you need to post perfect inorder to actually gain a bunch
of followers and then eventually, someday by magic, you'll
actually make more money andthat can be possible.
(03:05):
But that's the reality for like2% of people.
What we see, chris and I, inour business, the reality of
content marketing, is thatentrepreneurs and business
owners are basically homeless.
They have no real model tofollow online, because most of
the people who are, you know,kind of really big names in the
(03:27):
space, they have hero brands,they have brands that are all
about essentially being aninfluencer in the business space
, and so it's there's likenothing to model really.
You're looking at either all ofthe content creators and the
influencers who are creatingamazing content with like 50
different angles and everythingis super aesthetic and very
(03:49):
calculated and beautiful, butthere's no real call to action.
They're not selling products,they're not building email lists
, they're not actually poweringa business although I am seeing
this change a little bit in thecontent marketer space but in
the influencer space, there'snothing that can dictate to you
how do you actually do contentmarketing effectively as a small
(04:11):
business owner, as anentrepreneur, as someone who is
building a business.
And so we said listen, we'regoing to change this, we're
going to give you a profitableyou know content blueprint, six
steps, and that is episodenumber two.
We also talked in there aboutwhy the word profit is not icky.
You know, profit is not aproblem.
We want to be able to profitwith purpose.
(04:33):
When you think of the wordprofit, it should be something
that excites you.
It should be something thatmakes you want to go out there
and get it, but get it from aplace of integrity and of
thinking of other people, ofserving other people and selling
.
And that's our job.
That's what our content shouldbe doing serving people, adding
value, building relationships,building connection, getting
(04:55):
other people to say you know ourideal clients, not just other
people, but our ideal clients tosay, ooh, I like what you have
to offer.
Let me pay attention here.
Right, it's actually wavingthis like huge um flag in a very
noisy space so that your peopleactually say, wait, wait, wait,
we got to go over here.
And that's the purpose ofcontent.
(05:17):
It's not just to create morefor the sake of creating more.
It's not, you know, to getfamous or be super popular.
It's to be able to profit onpurpose and use profits to
empower, impact and change.
And so we can't do that.
I often tell our members thatwe just we have to be able to be
(05:37):
OK with the word profit.
We have to be able to be withthe word, ok with the word sale,
because that's what reallyempowers our business to affect
change, and otherwise how are wegoing to fund the mission?
You know, how are we actuallygoing to be able to make an
impact?
We all want to make adifference.
We all want to have thatamazing, you know, fulfillment
(05:58):
that comes from creating betteropportunities in our communities
, better opportunities in ourcities, and really build up what
is our entire national economyhere, at least in the States.
Did you know that the economy inthe United States is powered by
small businesses.
I mean, I have crazy statisticsthat I was looking at a couple
(06:19):
weeks ago Sorry, a couple weeksago I got excited as I was
sharing all about money mindsetand we did a whole training on
what we call the profit planevery year inside of the
business lounge, and I was alsotalking to my girls inside of
TBL plus our group coachingprogram, and I was like, listen,
we all think that you know wedon't actually contribute to our
(06:43):
GDP because at the end of theday, you know we're really small
businesses and we might nothave big teams or, you know,
local offices or the things thatquote unquote make you legit,
whatever that means.
But the reality is we do, andwe do in really impactful ways.
So I'll do another podcastepisode just talking about that
(07:03):
one thing, because I think it'sso important for us to
understand that the work that wedo in the world matters, the
work that you do in the world,it matters.
The way that you show up toserve it matters.
God has given you a mission andif we can't figure out how to
actually market that mission,how to talk to people and
communicate in a way that getsthem excited to do business with
(07:25):
us, which is all that contentmarketing is it's just
communication then we're goingto perpetually stay stuck in
patterns of struggle, and wedon't want to do that.
And that's exactly what I wantto talk to you today about is
how do you actually, you know,ditch the post more post pretty
mentality?
How do you ditch the what wehave coined, the influencer
(07:47):
playbook, and actually startshowing up like an entrepreneur,
unapologetically, like owningthe fact that you have something
for sale and doing it in a waythat adds a ton of value to
people?
You don't have to be slimy, youdon't have to be pushy, you
don't have to be icky.
You don't have to be pushy, youdon't have to be icky, you
don't have to be overly intense,but you can still show up with
(08:07):
value, still build relationship,still add a lot of connection
in your community and alsoinvite people to join you on the
next step, which is your paidproduct program or service, and
so I think that this is animportant point to talk about.
Every time I talk aboutinfluencers versus entrepreneurs
(08:30):
, you guys seem to really enjoyit.
So I'm so excited because wehaven't done a dedicated episode
to like break that down for you.
What does that actually looklike and how can you detect,
especially when you're online,when you're using or when you're
seeing someone use, what we'reagain coining the influencer
(08:50):
playbook?
Because the reality is that Iwanted to share a couple
important kind of stats with youin this episode that I think
will open up your eyes to thereality of why so many of us get
stuck with our contentmarketing, why so many of us are
chasing the wrong thing andit's not our fault, because
(09:11):
that's what we're being modeledall over the internet.
And so if you've ever beenstuck in this cycle of like, hey
, I got to post more, I got topost perfect, I got to post
pretty right and just keep thatcontent machine turning, I just
want you to know that it'stotally, totally understandable.
If you feel like burnt out, ifyou feel overwhelmed, if you're
(09:34):
like perpetually comparingyourself to everyone else's
posts and you feel like you cannever, ever step off the content
hamster wheel if you want toactually grow your business, I
want you to know that you arenormal.
In fact, I think I told you guysa couple of months ago here on
the podcast how I was in mymastermind group and, um, one of
the ladies was just literallyin tears.
(09:56):
She was bawling because she wastelling us how exhausted she
was.
This is someone who runs a verysuccessful company Um, I'm
talking, multiple milliondollars a year and it's an
online company and one thatrequires her to create a bunch
of content.
But as she was, you know,talking, I could just see the
intense fear and just the painthat she was going through
(10:19):
because she, in her mind, islike there is no end to this.
You know, I have to stay on.
I have to keep posting stories.
I have to keep posting onInstagram.
I have to keep posting onFacebook.
I have to keep uploading on mypodcast, or else I'm going to
not be able to pay my employees,I'm not going to be able to
feed my family, I'm not going tobe able to continue growing
(10:40):
this business.
And it broke my heart because alot of the content advice that
you hear out there goes hand inhand with that.
You know, maybe you've heardsome of these things like hey,
just hack the algorithm right,chase a million rules that
change every week, but keep atit.
Just if you, if you keepchasing the algorithm, you're
going to explode, you're goingto go viral and you're going to
(11:01):
have all these followers andeventually you'll have a ton of
success, right?
The other thing I hear all thetime is hey, um, if you just
keep creating ultra aestheticposts, if you keep, you know,
just hunting down that viralmusic for your reels, if you
keep trying to go viral andcracking the code quote unquote
to go viral, um, you're going toget all this exposure and it's
(11:24):
just going to be amazing becauseyou're going to get a bunch of
sales and everything will bejolly.
Here's another one I hear allthe time you know, post 30 plus
times a day or whatever amountyou know.
Maybe it's four times, sixtimes, 20 times.
I even heard people say youknow 60 times and then post
again.
Keep posting, just post a lot.
It'll make you a ton of salesone day, you know, one day.
(11:46):
That's the plan.
And the final one is like,listen, you got to be everywhere
.
You got to be on TikTok, onInstagram, on Facebook, on
YouTube, on X, or you're justgoing to fall behind.
You got to be on all theplatforms.
(12:06):
As a former social media manager, someone who has seen the
behind the scenes of thousandsof companies actually, at this
point, tens of thousands ofcompanies.
I can tell you that is a loadof BS.
Okay, none of those things.
Sure they can be helpful, butnone of those things are a
requirement to actually sell,and sell confidently and sell
consistently with your content.
Here's one of the stats that Iwas wanting to share with you.
(12:28):
Research actually shows us that88% of influencers don't even
make a living wage.
Okay, and this is directly fromsocial insider.
I will link the resource sothat you can fact check me if
you need to.
But that's crazy.
No one talks about that.
No one talks about the factthat the majority of influencers
(12:50):
are not even making enough topay for their own bills, to
sustain themselves.
And what's even worse than thatis that data tells us that most
of the social, big social mediaplatforms you know if we're
talking about, like Instagramand Facebook, most of those
platforms you're only seeingabout 5% if you're lucky, right,
(13:13):
5% of your followers actuallysee your posts.
And what is crazy about thatidea is that we are chasing
after followers, we're chasingafter viral moments, we're
chasing after post more, and yetthe math is not mathing Like.
The math is not really addingup here, guys, you know, I think
(13:35):
that it's interesting for us toexplore this idea that again,
more followers doesn't equalmore dollars immediately.
And here's why Because, a notall of those followers are
actually going to see your postIn fact, 95% of them will not
and, b it doesn't mean thatthose people who are following
(13:56):
your accounts are your idealclients.
They might just be lurkers andguess what?
The majority of the internetthey're lurkers.
They're not people who have theintent to make a purchase.
And so you have to go so, so,so, so, so wide.
You have to grow so big inorder to actually start seeing
momentum in your sales.
(14:16):
And I'm here to tell you andI've told you guys, in previous
episodes, I told you in thefirst episode I actively coach
clients who have massivefollowings I'm talking millions
of followers and their sales arenot what you would expect.
In fact, most of them are notmaking a fraction of what they
need to be making to paythemselves a living wage.
(14:38):
So it's one of those thingswhere it's like guys, why are we
continuing to model thesefailing content strategies?
Why do we continue to preachthis like out of touch, outdated
advice that works maybe rightif you have a ton of sponsors,
like influencers, and you relyon having a massive audience so
(15:00):
that you can show your sponsorshey, I have x amount of
downloads, I have x amount.
Hey, I have X amount ofdownloads, I have X amount of
subscribers, I have X amount ofengagement this is my engagement
rate right so that people cancome and advertise on your
platform, which makes no sensebecause those people are
business owners like us.
We have it wrong in terms ofthe equation here.
We think that we need to be theinfluencer and we're not
(15:22):
supposed to be the influencer inthe equation.
We're supposed to be theentrepreneur.
And so I want to break down acouple of these, because I know,
I know you're probably sittingthere like okay, kim.
Like, how am I supposed to getvisibility if I'm not supposed
to chase followers?
And like listen, followers areimportant.
Yes, you want to grow anaudience of targeted followers.
(15:43):
That matters, but it's not.
There's no reason.
Like there's no point.
There's no actual purpose inactually growing to a gajillion
followers if none of them buyright, there's no point.
And so I remember years agothinking like listen, once I hit
like 10,000 Instagram followers, I'm going to make bank.
(16:04):
I'm going to make bank,everything will be solved.
I will never have to worryabout when and how I'm going to
acquire a new client.
And I worked my butt off to getthere.
You know, I worked my littlebooty off to just get to 10,000
followers and that day came andwent and it made virtually zero
difference to my bottom line.
(16:24):
So I don't know about you, butI will take a thousand followers
who are my ideal customers, myquality people, the people who
are like, listen, I'm ready tohire you Then a random audience
of 10,000, 20,000, 50,000,100,000 people who will just
consume all of my free contentand never make a purchase.
We don't want that.
(16:45):
That's not the point.
That's not what we're doingthis for, right.
And so same thing goes withposting more frequently.
You know, posting consistently,especially in the beginning, it
is important.
You want to stay consistent,you want to have a plan, but
more content for the sake ofmore content does not
automatically equal morefollowers, more engagement or
(17:06):
more sales, and it certainlydoes not mean that you have to
be on 24-7 to sell consistently.
In fact, this is the number onemistake that I see most online
entrepreneurs and small businessowners make, because you're
spreading yourself way too thin.
If you're posting everywhereall at the same time, you're
(17:26):
inevitably going to stretchyourself way too thin.
The quality of your posts willsuffer, especially if you're
flying solo, like if it's justyou and your business right now.
That's going to put you on thefast track to burnout, and I
mean that.
I've been there many, many, many, many times.
So, yes, your visibilitymatters, your consistency
matters, but quality posts areway more sustainable than just
(17:49):
sheer quantity, than just sheernumbers.
So I'd rather see you postthree times on Instagram a week
and make them really good poststhan have you post seven days a
week and then be kind of eh, youknow, not great, not really
move the needle, and at the sametime, it's costing you time and
energy.
So you're burning outsimultaneously because you're
(18:10):
posting so frequently, right?
I'd rather see you post onepodcast episode every week or
maybe two blogs a month and havethem be really really good,
than have you, you know, just onFacebook, on Instagram, on X,
on Pinterest, posting on all theplatforms but not really
focusing on the one place whereyou want to be really really
stellar.
Focusing on the one place whereyou want to be really really
(18:35):
stellar.
And so it really comes down to acouple of things that I think
we need to differentiate betweenyou know how you win as an
entrepreneur and how influencerswin, and how you're going to
change the game.
You know, because the realityis posting more and posting
perfect that whole philosophy.
It's not all bad.
It can work sort of forinfluencers and for content
(18:56):
creators, but it's not you.
You are an entrepreneur, you'rea business owner, and I really
want you to start unlocking whatis possible for you so you
could stop comparing yourself toinfluencers and creators, stop
feeling intimidated by all theiramazing content as they spend
their life documenting theirlives often their fake lives on
(19:18):
like stories or creating pictureperfect like ultra aesthetic
posts and reels on all thechannels, and instead I want you
to start playing your own game,like a business as in one that,
like, actually serves people ata deep level, attracts your
ideal clients and turns theminto customers.
(19:38):
So how do we recognize theinfluencer playbook versus the
entrepreneur playbook?
And so I have a couple of rulesthat hopefully will help you
understand.
How do you show up as one orhow do you show up as the other?
So an influencer is fullyfocused on three mindset things.
Number one they're chasingpopularity, they need to grow an
audience, and they need to growan audience quickly.
(19:59):
Why, again, they're relying onsponsorships and brand deals,
and they can't get those ifthey're not actually showing
that they're putting out contentconsistently and that their
content is getting engagement,more likes, more followers right
, that's their game.
Number two they're also chasinga lot of what we call
(20:20):
engagement for the sake ofengagement, and so they will
choose quote unquote community,meaning they're building an
audience, they're interactingwith that audience, and that's a
good thing.
That's not a bad thing, it'sjust what they chase after.
But their primary way ofactually getting seen is usually
social media and its short form.
(20:41):
And number three they're fullyfocused on one thing and one
thing only, and that is creatingcontent or staying in touch
with their people.
Right, the more they createcontent, the more they build the
relationship, the more branddeals will usually hire them and
pay them to actually promotetheir products.
Now let's take a look at theentrepreneur game and how it
(21:02):
compares.
So we mentioned thatinfluencers are fully focused on
popularity Instead of whatentrepreneurs and small business
owners focus on isprofitability.
One, the influencer is focusedon growing an audience and the
entrepreneur is focused ongrowing a business.
Yes, it's awesome if you growan audience as you grow your
(21:24):
business, it's great, if youhave a big following as you make
more sales, but it should notbe one before the other.
It should be together andthat's a core difference here.
The other one is that, asentrepreneurs are thinking about
their strategy, they should notbe thinking about getting more
(21:46):
likes and more engagement, eventhough that's helpful and it's
good.
They need to be thinking abouthow do you get leads and how do
you turn those leads into moresales.
So, while the influencer isthinking I need to grow, you
know the biggest possibleaudience and I need to do it
quickly and I'm going to do itthrough social media the
influencer stays there.
(22:08):
The entrepreneur says no, Ineed to get discovered, I need
discoverability, I need peopleto come to me and I need to
figure out how to actually turnfollowers into leads.
Right Core difference there.
It's all about intention, guys,and it's so important.
When you have this clear, youcan then enter a space that is
(22:30):
saturated with influencers andfeel completely confident that
you are playing your own game.
You don't need to look to oneside or the other, you just look
straight ahead, because you'renot competing with influencers.
You're competing with yourselfas an entrepreneur?
Right.
It's about how do you actuallycreate content that moves the
needle in your business, not howdo you create content that
(22:50):
feeds the algorithm and makesFacebook and Instagram happy
with you.
Make sense, okay.
Next one Entrepreneurs are fullyfocused on creating impact.
That means serving andtransforming lives, right?
So totally different mission,whereas the influencer is just
fully focused on creatingcontent and staying in touch
with their people, becausethat's how they get paid, all
(23:11):
right.
So it's confusing sometimesbecause you do have quite a few
things that you do as a marketer, as a you know entrepreneur, as
a small business owner in thecontent marketing space, but you
can't come from the perspectivethat you're just doing that one
thing to do that one thing.
In other words, you're nottrying to grow an audience for
(23:31):
the sake of growing an audience,even though growing an audience
is a good thing.
You're growing an audiencebecause you're trying to make an
impact, you're trying to servea community of people, you're
trying to transform people'slives, and so influencers versus
entrepreneurs totally differentgame there.
Now let's take a look at thenext one.
This one talks about reallyintentionality when you're
(23:53):
thinking about posting, and soinfluencers are constantly
thinking I need to growfollowers, grow followers, grow
followers, whereas anentrepreneur is thinking how do
I build relationship with thepeople I already have?
How do I attract more of thosepeople?
How do I build deeperconnections with the people I
already have in my circle andhow do I get access to more of
(24:14):
those people?
Right, and so you'll leveragethings like other people's
audiences to grow a targetedaudience of quality followers,
instead of just saying I don'tcare who these followers are,
like an influencer.
Might I just want reach.
I just want to go for that,milli.
You know I want to grow myaudience and explode it.
I don't care who they are, Ijust want reach.
I just want to go for that,milli.
You know I want to grow myaudience and explode it.
I don't care who they are, Ijust want to make sure that we
(24:36):
have those numbers and we'rechasing those numbers, whereas
the entrepreneur might say Idon't care, I have 500 to a
thousand followers.
I will turn that into sales andmoney in the bank all day in
the shade, because I know how toturn them into leads.
I know those are my idealpeople and so when I actually go
to sell, it's a much easierprocess.
It's a much more seamlessprocess.
(24:58):
Influencers, when they'retalking about content right,
they're reviewing products,they're sharing opinions,
they're sharing experiences,they're documenting their lives,
and so it's a lot ofsuperficial content.
Let's just be real there's alot of superficial content, not
always, but most of the time,whereas when we're talking to
entrepreneurs, they're thinkinghow do I solve a problem for my
audience today?
How do I give them an answer toan issue that they've been
(25:22):
having?
How do I actually build value?
How do I educate, entertain orinspire them?
And so it's so important thatyou're looking at it from the
angle of solving problems forpeople, because that's what you
do in your business.
You solve problems, so how canyou solve problems for your
audience?
How can you solve problemsthrough your content?
(25:43):
That's how you look at it fromthat standpoint.
And so I see a lot ofentrepreneurs who kind of like
don't know what their identityis online, and so they'll start
reviewing products and likesharing their opinions and
sharing their experiences, andthere's nothing wrong with doing
that, you know, 10 or 20% ofthe time.
But if 80% of what you do isthat it takes away from the
(26:05):
focus of your business, ofcourse you're not going to sell.
Of course, no one is going toeven know that you are a
business owner.
When you're showing up withinfluencer vibes, you know I'm
like, well, okay, she's justhere to create content for us.
It's like a service and that'snot how you want to present
yourself.
The next one is influencers needto attract viewers people who
(26:27):
consume their content, whereasentrepreneurs attract customers.
Right, they need to attractpeople who are willing to pay
for their product, program orservice, and it's a totally
different vibe, it's a totallydifferent person.
Of course, we want people toconsume our content, but we want
them to consume our content asa means to becoming a customer,
(26:49):
not just for the sake ofconsuming content.
Does that make sense?
All right.
Next one, and a lot of this ismindset, guys, a lot of this is
intention.
A lot of this is clarity, soimportant as you create content.
Okay, so influencers areconstantly investing their
energy on social media postsonly and that's it.
That's their game.
It's social media, social media, social media, whereas
(27:10):
entrepreneurs are moresophisticated.
They think content marketing,which is a much more holistic
way of looking at what you'redoing online.
So the entrepreneur is thinkingokay, I'm going to create some
lead magnets and I'm going tofocus on long form content
because I have people for alonger period of time.
When I'm creating long formcontent, you know, if I'm
(27:30):
creating a podcast episode, Iknow I'm going to be in people's
ears anywhere from 20 minutesto an hour in that episode.
When I'm creating a story, Iknow that I have a couple
seconds of their time and that'sit, and they're going to X out
and they're going to move on tothe next thing, right?
So it's a whole differentscenario.
And when I'm thinking aboutcontent marketing, I'm thinking
(27:50):
about okay, how do I create alead magnet that changes the
relationship with my followersinto a lead?
How do I actually create asales process that leads them
down my product suite?
It's a more sophisticatedprocess, but it shouldn't
intimidate you, because moresophisticated does not mean more
complicated.
I talk about this in content tocustomers all the time.
(28:11):
You guys, um, we're talkingabout listen.
Um, I love this amazing quoteand I thought it was so powerful
.
This is by Da Vinci and he saidsimplicity is the ultimate
sophistication.
Okay, simplicity is theultimate sophistication.
Your content marketing systemdoes not need to be overly
(28:34):
complicated to be sophisticated.
In fact, it needs to be simple,but it's a well thought out.
It's simple but it'sintentional.
It's simple but it's purposeful.
It's simple but it actually hasa function, whereas the
influencer is not thinking thatfar, you know, they're simply
(28:55):
thinking numbers.
I need to post more, I need topost more again and I need to
post more again, and you got tobe more strategic than that as
an entrepreneur.
If you, especially in thiseconomy, y'all like we need to
level up the way that we thinkabout content creation, which,
by the way, leads me to anothershameless plug, and this is part
the most important one of all.
We are opening the doors thisweek, for the last time this
(29:19):
year, to our content tocustomers workshop, and you are
not going to want to miss it.
It's three power pack days, 90minute sessions, where we're
going to be sharing,step-by-step, exactly how you
create content that turns intocustomers and how you do that
consistently.
I'm going to be teaching youall about how to create a
(29:41):
content map so that you knowexactly what to post about, so
that you're giving peopleanswers and not more information
, and so that you're creatingguardrails for your business.
It's going to totally transformthe way you create content and
it's going to help you save moretime.
On day number two, we're goingto be diving into how do you
actually create content in lesstime.
On day number two, we're goingto be diving into how do you
actually create content in lesstime.
(30:01):
I'm going to be sharing withyou my three R's method where
you're going to actually save atleast 10 hours every week in
your content creation time bybeing more strategic, more
purposeful and way moreimpactful with the way that you
create content.
And it's going to help youstretch every inch of your from
scratch post because you'regoing to be building a posting
(30:24):
schedule backwards where you'regoing to be promoting and
spending most of the time like80% of your time promoting the
post it took you like 20% ofyour time to create and that way
you're not going to burn outand your content is going to
live beyond that initial.
You know publish button and out.
And your content is going tolive beyond that initial.
You know publish button.
(30:45):
And then, on day number three,we're going to talk about the
content to customers blueprint.
We're going to seamlesslytransition from posts to
customers by creating astrategic path to change the
relationship with your followersto buyers totally organically,
so they raise their hands tospeak up and say listen, I want
to be a super fan and thisprocess happens on autopilot.
We want to help you superchargeyour selling system and create
something that really turnscontent into customers by
(31:07):
serving up super relatablecontent that's targeted, that
builds connection, that buildstrust and desire for your
products, programs and services.
So, listen, you're going tohave to join me over on
contenttocustomersco.
You can register and if youactually text us the word C2C so
(31:27):
C2C, like content to customersit could be all caps or not, it
doesn't matter we're going totext you a 90% off coupon code
because, listen, y'all, this isis such an important, impactful
training that I did not wantthis to be something that was
not accessible.
We do have plans of raising theprice next year, but you're
going to get 90% off just forlistening.
(31:50):
While this is live.
This is not going to beavailable.
Um, you know if you're going tobe joining us later on in the
future, but for right now, forthe month of October, you're
actually going to be able to,and it's not even the whole
month.
We actually have a week.
We're opening and closingenrollment.
You're going to be able to textthe word C to C, to
866-498-2080.
(32:12):
That's 866-498-2080.
Eight, two, zero, eight, zeroagain.
That keyword is c, t, c.
So c to c, right, not thenumber two, just the letter c,
the letter t and the letter cagain, um, and that's going to
give you 90 off.
Um, our upcoming content tocustomers workshop.
(32:33):
You are not going to want tomiss it, because we're going to
dive into all of this in so muchmore detail.
It's going to be amazing.
It's going to dive into all ofthis in so much more detail.
It's going to be amazing.
It's going to have so muchcontinuity.
You're going to be blown awayby how simple this process is,
but how actually effective itcan become.
Okay, so back to the episode.
This is the last one, guys, andthis one is really important.
(32:55):
Right, we talked about this interms of intentionality.
Influencers are constantlythinking sponsorship.
That's how they pay the bills,understandably so, right, if
you're an influencer and that'syour game, rock on.
But that's not who this podcastis for.
And you guys are small businessowners and entrepreneurs.
You need to be focused onactually adding a ton of value
(33:19):
to your audience and thenturning them into customers.
And then adding a ton of valueand turning them into customers.
It's very simple, but we rarelythink about it that way.
We rarely actuallyintentionally create a plan, a
strategy, you know, even like asystem to create content
(33:39):
intentionally.
And I will tell you, there hasbeen many seasons in my business
where I've pulled back from mycontent to focus on actually
doing the things that are goingto generate money in my business
.
And sometimes that means I'mdoing too much marketing right,
I'm creating too much contentand the leads that we have
coming in are so much that myteam is overwhelmed.
I need to stop and figure out abetter way of actually creating
(34:03):
, you know, better systems toclose the leads that I already
have.
That's strategic.
A lot of my competitors look atour accounts and are like how,
how do they have like what?
How are they serving that manypeople?
Well, because we're focused onthe right things, because we do
things in a different way,because we actually ditch the
influencer playbookunapologetically yes, the
(34:26):
content marketing girl herselflike remember, I'm talking to
you as a former social mediamanager because we're
entrepreneurs and businessowners.
First, I love content marketing,I preach and teach and have
built this second business allon the heels of content
marketing.
I preach and teach and havebuilt this second business all
on the heels of contentmarketing.
I love it.
It's amazing.
It's incredible powerful tool.
(34:47):
I fell in love with it as abusiness owner right With our
first business, and saw howpowerful it actually was in
creating change andtransformation and attracting
leads and more sales.
But I don't do content for thesake of content.
I don't do it.
It doesn't matter.
There's a lot of things thatare more important in this world
than just creating content sothat it feels good and gives you
(35:08):
that dopamine hit right.
I'm here to actually serve ourclients, our customers.
I'm here to serve people on theinternet who may never become a
client.
That's okay.
Right, I'm here to make animpact.
It's a ministry in many ways.
We've created hours and hours ofcontent and hundreds and
hundreds of episodes, but thereisn't this constant need for me
(35:30):
to actually be on all the time.
Why?
Because I've created contentwith intention and that content
actually continues to add leadsand sales in our business, even
if I stop posting.
Most people think that's a myth.
How does that happen?
Why is that possible?
Well, you got to sign up forcontent to customers.
That's exactly what we're goingto teach you.
We're going to show you how toget customers to come to you.
(35:52):
We're going to show you how toextend the lifespan of your
content so that you don't haveto be on all the time and it's
not a fairy tale.
In fact, you know that's Titusin the background, if you hear
him.
I have taken a step back fromInstagram.
All together this year, it'sbeen 10 months of not being
focused on Instagram.
In fact, I deleted the appcompletely from my phone.
My content manager, belle she'sthe one who repurposes.
(36:17):
You know some of the contentthat we create for YouTube and
some of the podcast episodes,like this one, and she will post
on there, but I'm not postingthere.
I'm not answering DMs, it'sjust, it's not what I need to
focus on in the season, butthat's a very personal, very
personal decision.
I'm not saying you need to quitInstagram.
I'm not saying that you need todelete Instagram.
(36:37):
I don't know your specificsituation, um, but I just want
to show you that it is possibleto step away when you actually
build systems and contentsystems in your business.
Our sales have actually grown,not fallen flat.
Right, we have a ton of leadsand we don't just get leads from
Instagram.
Right, we have leads coming infrom our content that we've
created for years on our blog,for content that we've created
(37:00):
for years on the podcast, foryears on the YouTube channel.
I could stop this podcast.
I could stop our YouTubechannel.
I could stop posting on theblog probably for a couple years
, and we would still get leadsand sales.
You know they might not be asmany, but we would still get
quite a few, enough to have amultiple six-figure business.
And so that's what I want foryou.
That's exactly what I want foryou.
(37:21):
I want you to think of contentin a totally different way and
hopefully you'll join us forcontent to customers.
The doors are opening literallyin 24 hours from publishing this
episode and I cannot wait tohave you there.
So, again, you can go tocontenttocustomersco.
That's contenttocustomersco.
You can click the link in thedescription in this podcast.
(37:43):
Or we've given you all the ways, all the ways y'all.
You can text us again that wordCTC, right CTC to 866-498-2080.
That's 866-498-2080.
And I cannot wait.
I cannot wait to have you inthere to have you ask questions.
(38:06):
You can text me questions.
You can text me questions hereon the podcast.
You can email us questions.
We're going to be available forthe whole week during our
content to customers workshop,um, to answer your questions, to
help.
You have an amazing, amazing,amazing strategy and a system,
and you're going to get to seethe behind the scenes, the
psychology.
It's going to be such anawesome, powerful experience
(38:28):
that I hope that you enjoy, andyou enjoy it thoroughly.
And remember, when you text us,you'll actually get a 90% off
discount code which is literallygoing to put the price of this
workshop at like a couple bucks,like seriously, like a couple
dollars.
That's.
It's going to be ridiculous,it's going to be amazing.
This is one of the mostimpactful things we have ever
(38:48):
done as a company the amount oftestimonials and praise that
we've gotten for these workshops.
We've only done them twice.
This is our third time.
It's our last time for the year.
I think you're going toabsolutely love them and get so
much out of them.
And they're just going to giveyou answers, for how do you
actually set up a contentcreation system that doesn't
overwhelm you, that doesn't takeyou all of your time and helps
(39:10):
you show up as an entrepreneurto attract leads and more sales,
which we all need more of inthis time in the season that
we're going through?
So, listen, I hope that youenjoyed today's episode.
This is part three of ourprofitable content series
influencers versus entrepreneursand how you can actually ditch
the influencer playbook for good.
(39:31):
I hope that it helped you.
I hope that you were.
You know, just I gave you somethings to chew on.
I know, initially it might be ashock because it's a totally
different message than whatyou're hearing on most of the
other platforms.
But I'm telling you, I'm seeingthis in real life with our
clients and customers and insideof content to customers.
We have case studies where youcan actually see multiple
(39:52):
businesses, multiple clients,how they're structuring their
content selling system to beprofitable and not just popular.
And hey, the bonus thing ispopularity usually comes with
profitability.
The more people know you, themore um you'll actually be able
to attract more um.
You know super fans and peoplewho sing your praises that
(40:14):
follow you on social media andI've found that to be such an
awesome bonus, where you knowyou get the profitability part
down and the popularity thingjust comes and you don't have to
necessarily even hustle for it,which is awesome.
So I hope that it informed you,I hope that it educated you.
I hope that it inspired youtoday.
Don't forget to join us forcontent to customers.
Again, we're going live withthat this week.
(40:36):
Enrollment opens within 24hours of this episode going live
and it's going to be amazing.
So keep your eye on your inbox,definitely check out
contenttocustomersco, and I'mreally excited for the upcoming
episodes as well.
In the next one, guys, we'regoing to talk even more about
how do you actually createprofitable content.
(40:57):
Even though this is the end ofthe series, we're still going to
talk about a couple more tipsand strategies to help you hit
the ground running.
So thank you for being here.
Truly, send this episode to afriend, send this episode to a
colleague, a business owner thatyou know really needs to figure
out their marketing, reallyneeds to figure out their
content strategy and wants to doit from a place of
(41:17):
profitability, from a place ofempowerment, from a place of
purpose, from a place ofactually serving people and not
necessarily just chasing aftervanity metrics.
I think just this one messagecan absolutely change someone's
entire business and entire life,and I'm not even exaggerating.
This is the kind of stuff thatwe hear all the time inside of
(41:38):
the business lounge, ourmembership group and I would
just love for other people tohave access to this information.
So share it on, pass it on,share the love, and I will see
you in the next one.
Un beso, bye for now.
Welcome back to the Business Launch Podcast.
I'm your host, kimberly AnnJimenez, and, oh my goodness,
fam.
We've been on this amazingprofitable content series and
this is a final episode.
We're going to talk about whyyou need to ditch the influencer
playbook and actually embracethe business entrepreneur
(00:21):
playbook when it comes tocreating profitable content, and
we have so much to cover.
I'm so excited, so let's diveright in.
Speaker 2 (00:39):
Welcome to the Business Lounge podcast where
each week, we unpack the hottestonline marketing and business
strategies so you can grow yourbusiness, increase your bottom
line and make a bigger impact.
And now here's your host,kimberly Ann Jimenez.
Speaker 1 (00:59):
Fam.
First of all, if you have notyet listened or caught up to our
profitable content series,episode number one, we talked
all about why followers don'tautomatically equal more dollars
and why you should be chasingsomething totally different
instead.
We also talked about in thesecond episode, all about the
(01:21):
profitable content blueprint and, oh my goodness, y'all you had
so many questions.
You downloaded that blueprintlike crazy.
I get actually on my phone.
We use this really cool textingtool.
It's called Simple Texting, ifyou're curious about it, and it
sends me a notification everytime someone you know text the
(01:42):
word blueprint to 866-498-2080,shameless plug which is our
business line, our directbusiness line.
You text the word blueprint tothat number, 866-498-2080.
And we'll deliver.
If you're in the US, only we'lldeliver a PDF link to that
(02:03):
blueprint.
So if you haven't done thatalready, make sure that you do.
I got so many notifications onmy phone.
It was so exciting because youknow I haven't put out a new
resource for you guys in a whileand I just had such a good time
with the team like putting thissix step blueprint together for
you guys so that you knowexactly how to actually put
(02:24):
together content that moves theneedle in your business.
I feel like I'm on this mission, on this quest, and I even told
our TBL Plus group coachingmembers a couple of weeks ago.
I was like guys.
I feel like I am, you know,raging against the machine,
except for real, in a way, whenit comes to content creation,
(02:44):
because you know, I'm out herescreaming like guys we need a
better formula.
Everyone is teaching.
You know, these so-calledexperts are constantly teaching
that you need to post more, thatyou need to post pretty, that
you need to post perfect inorder to actually gain a bunch
of followers and then eventually, someday by magic, you'll
actually make more money andthat can be possible.
(03:05):
But that's the reality for like2% of people.
What we see, chris and I, inour business, the reality of
content marketing, is thatentrepreneurs and business
owners are basically homeless.
They have no real model tofollow online, because most of
the people who are, you know,kind of really big names in the
(03:27):
space, they have hero brands,they have brands that are all
about essentially being aninfluencer in the business space
, and so it's there's likenothing to model really.
You're looking at either all ofthe content creators and the
influencers who are creatingamazing content with like 50
different angles and everythingis super aesthetic and very
(03:49):
calculated and beautiful, butthere's no real call to action.
They're not selling products,they're not building email lists
, they're not actually poweringa business although I am seeing
this change a little bit in thecontent marketer space but in
the influencer space, there'snothing that can dictate to you
how do you actually do contentmarketing effectively as a small
(04:11):
business owner, as anentrepreneur, as someone who is
building a business.
And so we said listen, we'regoing to change this, we're
going to give you a profitableyou know content blueprint, six
steps, and that is episodenumber two.
We also talked in there aboutwhy the word profit is not icky.
You know, profit is not aproblem.
We want to be able to profitwith purpose.
(04:33):
When you think of the wordprofit, it should be something
that excites you.
It should be something thatmakes you want to go out there
and get it, but get it from aplace of integrity and of
thinking of other people, ofserving other people and selling
.
And that's our job.
That's what our content shouldbe doing serving people, adding
value, building relationships,building connection, getting
(04:55):
other people to say you know ourideal clients, not just other
people, but our ideal clients tosay, ooh, I like what you have
to offer.
Let me pay attention here.
Right, it's actually wavingthis like huge um flag in a very
noisy space so that your peopleactually say, wait, wait, wait,
we got to go over here.
And that's the purpose ofcontent.
(05:17):
It's not just to create morefor the sake of creating more.
It's not, you know, to getfamous or be super popular.
It's to be able to profit onpurpose and use profits to
empower, impact and change.
And so we can't do that.
I often tell our members thatwe just we have to be able to be
(05:37):
OK with the word profit.
We have to be able to be withthe word, ok with the word sale,
because that's what reallyempowers our business to affect
change, and otherwise how are wegoing to fund the mission?
You know, how are we actuallygoing to be able to make an
impact?
We all want to make adifference.
We all want to have thatamazing, you know, fulfillment
(05:58):
that comes from creating betteropportunities in our communities
, better opportunities in ourcities, and really build up what
is our entire national economyhere, at least in the States.
Did you know that the economy inthe United States is powered by
small businesses.
I mean, I have crazy statisticsthat I was looking at a couple
(06:19):
weeks ago Sorry, a couple weeksago I got excited as I was
sharing all about money mindsetand we did a whole training on
what we call the profit planevery year inside of the
business lounge, and I was alsotalking to my girls inside of
TBL plus our group coachingprogram, and I was like, listen,
we all think that you know wedon't actually contribute to our
(06:43):
GDP because at the end of theday, you know we're really small
businesses and we might nothave big teams or, you know,
local offices or the things thatquote unquote make you legit,
whatever that means.
But the reality is we do, andwe do in really impactful ways.
So I'll do another podcastepisode just talking about that
(07:03):
one thing, because I think it'sso important for us to
understand that the work that wedo in the world matters, the
work that you do in the world,it matters.
The way that you show up toserve it matters.
God has given you a mission andif we can't figure out how to
actually market that mission,how to talk to people and
communicate in a way that getsthem excited to do business with
(07:25):
us, which is all that contentmarketing is it's just
communication then we're goingto perpetually stay stuck in
patterns of struggle, and wedon't want to do that.
And that's exactly what I wantto talk to you today about is
how do you actually, you know,ditch the post more post pretty
mentality?
How do you ditch the what wehave coined, the influencer
(07:47):
playbook, and actually startshowing up like an entrepreneur,
unapologetically, like owningthe fact that you have something
for sale and doing it in a waythat adds a ton of value to
people?
You don't have to be slimy, youdon't have to be pushy, you
don't have to be icky.
You don't have to be pushy, youdon't have to be icky, you
don't have to be overly intense,but you can still show up with
(08:07):
value, still build relationship,still add a lot of connection
in your community and alsoinvite people to join you on the
next step, which is your paidproduct program or service, and
so I think that this is animportant point to talk about.
Every time I talk aboutinfluencers versus entrepreneurs
(08:30):
, you guys seem to really enjoyit.
So I'm so excited because wehaven't done a dedicated episode
to like break that down for you.
What does that actually looklike and how can you detect,
especially when you're online,when you're using or when you're
seeing someone use, what we'reagain coining the influencer
(08:50):
playbook?
Because the reality is that Iwanted to share a couple
important kind of stats with youin this episode that I think
will open up your eyes to thereality of why so many of us get
stuck with our contentmarketing, why so many of us are
chasing the wrong thing andit's not our fault, because
(09:11):
that's what we're being modeledall over the internet.
And so if you've ever beenstuck in this cycle of like, hey
, I got to post more, I got topost perfect, I got to post
pretty right and just keep thatcontent machine turning, I just
want you to know that it'stotally, totally understandable.
If you feel like burnt out, ifyou feel overwhelmed, if you're
(09:34):
like perpetually comparingyourself to everyone else's
posts and you feel like you cannever, ever step off the content
hamster wheel if you want toactually grow your business, I
want you to know that you arenormal.
In fact, I think I told you guysa couple of months ago here on
the podcast how I was in mymastermind group and, um, one of
the ladies was just literallyin tears.
(09:56):
She was bawling because she wastelling us how exhausted she
was.
This is someone who runs a verysuccessful company Um, I'm
talking, multiple milliondollars a year and it's an
online company and one thatrequires her to create a bunch
of content.
But as she was, you know,talking, I could just see the
intense fear and just the painthat she was going through
(10:19):
because she, in her mind, islike there is no end to this.
You know, I have to stay on.
I have to keep posting stories.
I have to keep posting onInstagram.
I have to keep posting onFacebook.
I have to keep uploading on mypodcast, or else I'm going to
not be able to pay my employees,I'm not going to be able to
feed my family, I'm not going tobe able to continue growing
(10:40):
this business.
And it broke my heart because alot of the content advice that
you hear out there goes hand inhand with that.
You know, maybe you've heardsome of these things like hey,
just hack the algorithm right,chase a million rules that
change every week, but keep atit.
Just if you, if you keepchasing the algorithm, you're
going to explode, you're goingto go viral and you're going to
(11:01):
have all these followers andeventually you'll have a ton of
success, right?
The other thing I hear all thetime is hey, um, if you just
keep creating ultra aestheticposts, if you keep, you know,
just hunting down that viralmusic for your reels, if you
keep trying to go viral andcracking the code quote unquote
to go viral, um, you're going toget all this exposure and it's
(11:24):
just going to be amazing becauseyou're going to get a bunch of
sales and everything will bejolly.
Here's another one I hear allthe time you know, post 30 plus
times a day or whatever amountyou know.
Maybe it's four times, sixtimes, 20 times.
I even heard people say youknow 60 times and then post
again.
Keep posting, just post a lot.
It'll make you a ton of salesone day, you know, one day.
(11:46):
That's the plan.
And the final one is like,listen, you got to be everywhere
.
You got to be on TikTok, onInstagram, on Facebook, on
YouTube, on X, or you're justgoing to fall behind.
You got to be on all theplatforms.
(12:06):
As a former social media manager, someone who has seen the
behind the scenes of thousandsof companies actually, at this
point, tens of thousands ofcompanies.
I can tell you that is a loadof BS.
Okay, none of those things.
Sure they can be helpful, butnone of those things are a
requirement to actually sell,and sell confidently and sell
consistently with your content.
Here's one of the stats that Iwas wanting to share with you.
(12:28):
Research actually shows us that88% of influencers don't even
make a living wage.
Okay, and this is directly fromsocial insider.
I will link the resource sothat you can fact check me if
you need to.
But that's crazy.
No one talks about that.
No one talks about the factthat the majority of influencers
(12:50):
are not even making enough topay for their own bills, to
sustain themselves.
And what's even worse than thatis that data tells us that most
of the social, big social mediaplatforms you know if we're
talking about, like Instagramand Facebook, most of those
platforms you're only seeingabout 5% if you're lucky, right,
(13:13):
5% of your followers actuallysee your posts.
And what is crazy about thatidea is that we are chasing
after followers, we're chasingafter viral moments, we're
chasing after post more, and yetthe math is not mathing Like.
The math is not really addingup here, guys, you know, I think
(13:35):
that it's interesting for us toexplore this idea that again,
more followers doesn't equalmore dollars immediately.
And here's why Because, a notall of those followers are
actually going to see your postIn fact, 95% of them will not
and, b it doesn't mean thatthose people who are following
(13:56):
your accounts are your idealclients.
They might just be lurkers andguess what?
The majority of the internetthey're lurkers.
They're not people who have theintent to make a purchase.
And so you have to go so, so,so, so, so wide.
You have to grow so big inorder to actually start seeing
momentum in your sales.
(14:16):
And I'm here to tell you andI've told you guys, in previous
episodes, I told you in thefirst episode I actively coach
clients who have massivefollowings I'm talking millions
of followers and their sales arenot what you would expect.
In fact, most of them are notmaking a fraction of what they
need to be making to paythemselves a living wage.
(14:38):
So it's one of those thingswhere it's like guys, why are we
continuing to model thesefailing content strategies?
Why do we continue to preachthis like out of touch, outdated
advice that works maybe rightif you have a ton of sponsors,
like influencers, and you relyon having a massive audience so
(15:00):
that you can show your sponsorshey, I have x amount of
downloads, I have x amount.
Hey, I have X amount ofdownloads, I have X amount of
subscribers, I have X amount ofengagement this is my engagement
rate right so that people cancome and advertise on your
platform, which makes no sensebecause those people are
business owners like us.
We have it wrong in terms ofthe equation here.
We think that we need to be theinfluencer and we're not
(15:22):
supposed to be the influencer inthe equation.
We're supposed to be theentrepreneur.
And so I want to break down acouple of these, because I know,
I know you're probably sittingthere like okay, kim.
Like, how am I supposed to getvisibility if I'm not supposed
to chase followers?
And like listen, followers areimportant.
Yes, you want to grow anaudience of targeted followers.
(15:43):
That matters, but it's not.
There's no reason.
Like there's no point.
There's no actual purpose inactually growing to a gajillion
followers if none of them buyright, there's no point.
And so I remember years agothinking like listen, once I hit
like 10,000 Instagram followers, I'm going to make bank.
(16:04):
I'm going to make bank,everything will be solved.
I will never have to worryabout when and how I'm going to
acquire a new client.
And I worked my butt off to getthere.
You know, I worked my littlebooty off to just get to 10,000
followers and that day came andwent and it made virtually zero
difference to my bottom line.
(16:24):
So I don't know about you, butI will take a thousand followers
who are my ideal customers, myquality people, the people who
are like, listen, I'm ready tohire you Then a random audience
of 10,000, 20,000, 50,000,100,000 people who will just
consume all of my free contentand never make a purchase.
We don't want that.
(16:45):
That's not the point.
That's not what we're doingthis for, right.
And so same thing goes withposting more frequently.
You know, posting consistently,especially in the beginning, it
is important.
You want to stay consistent,you want to have a plan, but
more content for the sake ofmore content does not
automatically equal morefollowers, more engagement or
(17:06):
more sales, and it certainlydoes not mean that you have to
be on 24-7 to sell consistently.
In fact, this is the number onemistake that I see most online
entrepreneurs and small businessowners make, because you're
spreading yourself way too thin.
If you're posting everywhereall at the same time, you're
(17:26):
inevitably going to stretchyourself way too thin.
The quality of your posts willsuffer, especially if you're
flying solo, like if it's justyou and your business right now.
That's going to put you on thefast track to burnout, and I
mean that.
I've been there many, many, many, many times.
So, yes, your visibilitymatters, your consistency
matters, but quality posts areway more sustainable than just
(17:49):
sheer quantity, than just sheernumbers.
So I'd rather see you postthree times on Instagram a week
and make them really good poststhan have you post seven days a
week and then be kind of eh, youknow, not great, not really
move the needle, and at the sametime, it's costing you time and
energy.
So you're burning outsimultaneously because you're
(18:10):
posting so frequently, right?
I'd rather see you post onepodcast episode every week or
maybe two blogs a month and havethem be really really good,
than have you, you know, just onFacebook, on Instagram, on X,
on Pinterest, posting on all theplatforms but not really
focusing on the one place whereyou want to be really really
stellar.
Focusing on the one place whereyou want to be really really
(18:35):
stellar.
And so it really comes down to acouple of things that I think
we need to differentiate betweenyou know how you win as an
entrepreneur and how influencerswin, and how you're going to
change the game.
You know, because the realityis posting more and posting
perfect that whole philosophy.
It's not all bad.
It can work sort of forinfluencers and for content
(18:56):
creators, but it's not you.
You are an entrepreneur, you'rea business owner, and I really
want you to start unlocking whatis possible for you so you
could stop comparing yourself toinfluencers and creators, stop
feeling intimidated by all theiramazing content as they spend
their life documenting theirlives often their fake lives on
(19:18):
like stories or creating pictureperfect like ultra aesthetic
posts and reels on all thechannels, and instead I want you
to start playing your own game,like a business as in one that,
like, actually serves people ata deep level, attracts your
ideal clients and turns theminto customers.
(19:38):
So how do we recognize theinfluencer playbook versus the
entrepreneur playbook?
And so I have a couple of rulesthat hopefully will help you
understand.
How do you show up as one orhow do you show up as the other?
So an influencer is fullyfocused on three mindset things.
Number one they're chasingpopularity, they need to grow an
audience, and they need to growan audience quickly.
(19:59):
Why, again, they're relying onsponsorships and brand deals,
and they can't get those ifthey're not actually showing
that they're putting out contentconsistently and that their
content is getting engagement,more likes, more followers right
, that's their game.
Number two they're also chasinga lot of what we call
(20:20):
engagement for the sake ofengagement, and so they will
choose quote unquote community,meaning they're building an
audience, they're interactingwith that audience, and that's a
good thing.
That's not a bad thing, it'sjust what they chase after.
But their primary way ofactually getting seen is usually
social media and its short form.
(20:41):
And number three they're fullyfocused on one thing and one
thing only, and that is creatingcontent or staying in touch
with their people.
Right, the more they createcontent, the more they build the
relationship, the more branddeals will usually hire them and
pay them to actually promotetheir products.
Now let's take a look at theentrepreneur game and how it
(21:02):
compares.
So we mentioned thatinfluencers are fully focused on
popularity Instead of whatentrepreneurs and small business
owners focus on isprofitability.
One, the influencer is focusedon growing an audience and the
entrepreneur is focused ongrowing a business.
Yes, it's awesome if you growan audience as you grow your
(21:24):
business, it's great, if youhave a big following as you make
more sales, but it should notbe one before the other.
It should be together andthat's a core difference here.
The other one is that, asentrepreneurs are thinking about
their strategy, they should notbe thinking about getting more
(21:46):
likes and more engagement, eventhough that's helpful and it's
good.
They need to be thinking abouthow do you get leads and how do
you turn those leads into moresales.
So, while the influencer isthinking I need to grow, you
know the biggest possibleaudience and I need to do it
quickly and I'm going to do itthrough social media the
influencer stays there.
(22:08):
The entrepreneur says no, Ineed to get discovered, I need
discoverability, I need peopleto come to me and I need to
figure out how to actually turnfollowers into leads.
Right Core difference there.
It's all about intention, guys,and it's so important.
When you have this clear, youcan then enter a space that is
(22:30):
saturated with influencers andfeel completely confident that
you are playing your own game.
You don't need to look to oneside or the other, you just look
straight ahead, because you'renot competing with influencers.
You're competing with yourselfas an entrepreneur?
Right.
It's about how do you actuallycreate content that moves the
needle in your business, not howdo you create content that
(22:50):
feeds the algorithm and makesFacebook and Instagram happy
with you.
Make sense, okay.
Next one Entrepreneurs are fullyfocused on creating impact.
That means serving andtransforming lives, right?
So totally different mission,whereas the influencer is just
fully focused on creatingcontent and staying in touch
with their people, becausethat's how they get paid, all
(23:11):
right.
So it's confusing sometimesbecause you do have quite a few
things that you do as a marketer, as a you know entrepreneur, as
a small business owner in thecontent marketing space, but you
can't come from the perspectivethat you're just doing that one
thing to do that one thing.
In other words, you're nottrying to grow an audience for
(23:31):
the sake of growing an audience,even though growing an audience
is a good thing.
You're growing an audiencebecause you're trying to make an
impact, you're trying to servea community of people, you're
trying to transform people'slives, and so influencers versus
entrepreneurs totally differentgame there.
Now let's take a look at thenext one.
This one talks about reallyintentionality when you're
(23:53):
thinking about posting, and soinfluencers are constantly
thinking I need to growfollowers, grow followers, grow
followers, whereas anentrepreneur is thinking how do
I build relationship with thepeople I already have?
How do I attract more of thosepeople?
How do I build deeperconnections with the people I
already have in my circle andhow do I get access to more of
(24:14):
those people?
Right, and so you'll leveragethings like other people's
audiences to grow a targetedaudience of quality followers,
instead of just saying I don'tcare who these followers are,
like an influencer.
Might I just want reach.
I just want to go for that,milli.
You know I want to grow myaudience and explode it.
I don't care who they are, Ijust want reach.
I just want to go for that,milli.
You know I want to grow myaudience and explode it.
I don't care who they are, Ijust want to make sure that we
(24:36):
have those numbers and we'rechasing those numbers, whereas
the entrepreneur might say Idon't care, I have 500 to a
thousand followers.
I will turn that into sales andmoney in the bank all day in
the shade, because I know how toturn them into leads.
I know those are my idealpeople and so when I actually go
to sell, it's a much easierprocess.
It's a much more seamlessprocess.
(24:58):
Influencers, when they'retalking about content right,
they're reviewing products,they're sharing opinions,
they're sharing experiences,they're documenting their lives,
and so it's a lot ofsuperficial content.
Let's just be real there's alot of superficial content, not
always, but most of the time,whereas when we're talking to
entrepreneurs, they're thinkinghow do I solve a problem for my
audience today?
How do I give them an answer toan issue that they've been
(25:22):
having?
How do I actually build value?
How do I educate, entertain orinspire them?
And so it's so important thatyou're looking at it from the
angle of solving problems forpeople, because that's what you
do in your business.
You solve problems, so how canyou solve problems for your
audience?
How can you solve problemsthrough your content?
(25:43):
That's how you look at it fromthat standpoint.
And so I see a lot ofentrepreneurs who kind of like
don't know what their identityis online, and so they'll start
reviewing products and likesharing their opinions and
sharing their experiences, andthere's nothing wrong with doing
that, you know, 10 or 20% ofthe time.
But if 80% of what you do isthat it takes away from the
(26:05):
focus of your business, ofcourse you're not going to sell.
Of course, no one is going toeven know that you are a
business owner.
When you're showing up withinfluencer vibes, you know I'm
like, well, okay, she's justhere to create content for us.
It's like a service and that'snot how you want to present
yourself.
The next one is influencers needto attract viewers people who
(26:27):
consume their content, whereasentrepreneurs attract customers.
Right, they need to attractpeople who are willing to pay
for their product, program orservice, and it's a totally
different vibe, it's a totallydifferent person.
Of course, we want people toconsume our content, but we want
them to consume our content asa means to becoming a customer,
(26:49):
not just for the sake ofconsuming content.
Does that make sense?
All right.
Next one, and a lot of this ismindset, guys, a lot of this is
intention.
A lot of this is clarity, soimportant as you create content.
Okay, so influencers areconstantly investing their
energy on social media postsonly and that's it.
That's their game.
It's social media, social media, social media, whereas
(27:10):
entrepreneurs are moresophisticated.
They think content marketing,which is a much more holistic
way of looking at what you'redoing online.
So the entrepreneur is thinkingokay, I'm going to create some
lead magnets and I'm going tofocus on long form content
because I have people for alonger period of time.
When I'm creating long formcontent, you know, if I'm
(27:30):
creating a podcast episode, Iknow I'm going to be in people's
ears anywhere from 20 minutesto an hour in that episode.
When I'm creating a story, Iknow that I have a couple
seconds of their time and that'sit, and they're going to X out
and they're going to move on tothe next thing, right?
So it's a whole differentscenario.
And when I'm thinking aboutcontent marketing, I'm thinking
(27:50):
about okay, how do I create alead magnet that changes the
relationship with my followersinto a lead?
How do I actually create asales process that leads them
down my product suite?
It's a more sophisticatedprocess, but it shouldn't
intimidate you, because moresophisticated does not mean more
complicated.
I talk about this in content tocustomers all the time.
(28:11):
You guys, um, we're talkingabout listen.
Um, I love this amazing quoteand I thought it was so powerful
.
This is by Da Vinci and he saidsimplicity is the ultimate
sophistication.
Okay, simplicity is theultimate sophistication.
Your content marketing systemdoes not need to be overly
(28:34):
complicated to be sophisticated.
In fact, it needs to be simple,but it's a well thought out.
It's simple but it'sintentional.
It's simple but it's purposeful.
It's simple but it actually hasa function, whereas the
influencer is not thinking thatfar, you know, they're simply
(28:55):
thinking numbers.
I need to post more, I need topost more again and I need to
post more again, and you got tobe more strategic than that as
an entrepreneur.
If you, especially in thiseconomy, y'all like we need to
level up the way that we thinkabout content creation, which,
by the way, leads me to anothershameless plug, and this is part
the most important one of all.
We are opening the doors thisweek, for the last time this
(29:19):
year, to our content tocustomers workshop, and you are
not going to want to miss it.
It's three power pack days, 90minute sessions, where we're
going to be sharing,step-by-step, exactly how you
create content that turns intocustomers and how you do that
consistently.
I'm going to be teaching youall about how to create a
(29:41):
content map so that you knowexactly what to post about, so
that you're giving peopleanswers and not more information
, and so that you're creatingguardrails for your business.
It's going to totally transformthe way you create content and
it's going to help you save moretime.
On day number two, we're goingto be diving into how do you
actually create content in lesstime.
On day number two, we're goingto be diving into how do you
actually create content in lesstime.
(30:01):
I'm going to be sharing withyou my three R's method where
you're going to actually save atleast 10 hours every week in
your content creation time bybeing more strategic, more
purposeful and way moreimpactful with the way that you
create content.
And it's going to help youstretch every inch of your from
scratch post because you'regoing to be building a posting
(30:24):
schedule backwards where you'regoing to be promoting and
spending most of the time like80% of your time promoting the
post it took you like 20% ofyour time to create and that way
you're not going to burn outand your content is going to
live beyond that initial.
You know publish button and out.
And your content is going tolive beyond that initial.
You know publish button.
(30:45):
And then, on day number three,we're going to talk about the
content to customers blueprint.
We're going to seamlesslytransition from posts to
customers by creating astrategic path to change the
relationship with your followersto buyers totally organically,
so they raise their hands tospeak up and say listen, I want
to be a super fan and thisprocess happens on autopilot.
We want to help you superchargeyour selling system and create
something that really turnscontent into customers by
(31:07):
serving up super relatablecontent that's targeted, that
builds connection, that buildstrust and desire for your
products, programs and services.
So, listen, you're going tohave to join me over on
contenttocustomersco.
You can register and if youactually text us the word C2C so
(31:27):
C2C, like content to customersit could be all caps or not, it
doesn't matter we're going totext you a 90% off coupon code
because, listen, y'all, this isis such an important, impactful
training that I did not wantthis to be something that was
not accessible.
We do have plans of raising theprice next year, but you're
going to get 90% off just forlistening.
(31:50):
While this is live.
This is not going to beavailable.
Um, you know if you're going tobe joining us later on in the
future, but for right now, forthe month of October, you're
actually going to be able to,and it's not even the whole
month.
We actually have a week.
We're opening and closingenrollment.
You're going to be able to textthe word C to C, to
866-498-2080.
(32:12):
That's 866-498-2080.
Eight, two, zero, eight, zeroagain.
That keyword is c, t, c.
So c to c, right, not thenumber two, just the letter c,
the letter t and the letter cagain, um, and that's going to
give you 90 off.
Um, our upcoming content tocustomers workshop.
(32:33):
You are not going to want tomiss it, because we're going to
dive into all of this in so muchmore detail.
It's going to be amazing.
It's going to dive into all ofthis in so much more detail.
It's going to be amazing.
It's going to have so muchcontinuity.
You're going to be blown awayby how simple this process is,
but how actually effective itcan become.
Okay, so back to the episode.
This is the last one, guys, andthis one is really important.
(32:55):
Right, we talked about this interms of intentionality.
Influencers are constantlythinking sponsorship.
That's how they pay the bills,understandably so, right, if
you're an influencer and that'syour game, rock on.
But that's not who this podcastis for.
And you guys are small businessowners and entrepreneurs.
You need to be focused onactually adding a ton of value
(33:19):
to your audience and thenturning them into customers.
And then adding a ton of valueand turning them into customers.
It's very simple, but we rarelythink about it that way.
We rarely actuallyintentionally create a plan, a
strategy, you know, even like asystem to create content
(33:39):
intentionally.
And I will tell you, there hasbeen many seasons in my business
where I've pulled back from mycontent to focus on actually
doing the things that are goingto generate money in my business
.
And sometimes that means I'mdoing too much marketing right,
I'm creating too much contentand the leads that we have
coming in are so much that myteam is overwhelmed.
I need to stop and figure out abetter way of actually creating
(34:03):
, you know, better systems toclose the leads that I already
have.
That's strategic.
A lot of my competitors look atour accounts and are like how,
how do they have like what?
How are they serving that manypeople?
Well, because we're focused onthe right things, because we do
things in a different way,because we actually ditch the
influencer playbookunapologetically yes, the
(34:26):
content marketing girl herselflike remember, I'm talking to
you as a former social mediamanager because we're
entrepreneurs and businessowners.
First, I love content marketing,I preach and teach and have
built this second business allon the heels of content
marketing.
I preach and teach and havebuilt this second business all
on the heels of contentmarketing.
I love it.
It's amazing.
It's incredible powerful tool.
(34:47):
I fell in love with it as abusiness owner right With our
first business, and saw howpowerful it actually was in
creating change andtransformation and attracting
leads and more sales.
But I don't do content for thesake of content.
I don't do it.
It doesn't matter.
There's a lot of things thatare more important in this world
than just creating content sothat it feels good and gives you
(35:08):
that dopamine hit right.
I'm here to actually serve ourclients, our customers.
I'm here to serve people on theinternet who may never become a
client.
That's okay.
Right, I'm here to make animpact.
It's a ministry in many ways.
We've created hours and hours ofcontent and hundreds and
hundreds of episodes, but thereisn't this constant need for me
(35:30):
to actually be on all the time.
Why?
Because I've created contentwith intention and that content
actually continues to add leadsand sales in our business, even
if I stop posting.
Most people think that's a myth.
How does that happen?
Why is that possible?
Well, you got to sign up forcontent to customers.
That's exactly what we're goingto teach you.
We're going to show you how toget customers to come to you.
(35:52):
We're going to show you how toextend the lifespan of your
content so that you don't haveto be on all the time and it's
not a fairy tale.
In fact, you know that's Titusin the background, if you hear
him.
I have taken a step back fromInstagram.
All together this year, it'sbeen 10 months of not being
focused on Instagram.
In fact, I deleted the appcompletely from my phone.
My content manager, belle she'sthe one who repurposes.
(36:17):
You know some of the contentthat we create for YouTube and
some of the podcast episodes,like this one, and she will post
on there, but I'm not postingthere.
I'm not answering DMs, it'sjust, it's not what I need to
focus on in the season, butthat's a very personal, very
personal decision.
I'm not saying you need to quitInstagram.
I'm not saying that you need todelete Instagram.
(36:37):
I don't know your specificsituation, um, but I just want
to show you that it is possibleto step away when you actually
build systems and contentsystems in your business.
Our sales have actually grown,not fallen flat.
Right, we have a ton of leadsand we don't just get leads from
Instagram.
Right, we have leads coming infrom our content that we've
created for years on our blog,for content that we've created
(37:00):
for years on the podcast, foryears on the YouTube channel.
I could stop this podcast.
I could stop our YouTubechannel.
I could stop posting on theblog probably for a couple years
, and we would still get leadsand sales.
You know they might not be asmany, but we would still get
quite a few, enough to have amultiple six-figure business.
And so that's what I want foryou.
That's exactly what I want foryou.
(37:21):
I want you to think of contentin a totally different way and
hopefully you'll join us forcontent to customers.
The doors are opening literallyin 24 hours from publishing this
episode and I cannot wait tohave you there.
So, again, you can go tocontenttocustomersco.
That's contenttocustomersco.
You can click the link in thedescription in this podcast.
(37:43):
Or we've given you all the ways, all the ways y'all.
You can text us again that wordCTC, right CTC to 866-498-2080.
That's 866-498-2080.
And I cannot wait.
I cannot wait to have you inthere to have you ask questions.
(38:06):
You can text me questions.
You can text me questions hereon the podcast.
You can email us questions.
We're going to be available forthe whole week during our
content to customers workshop,um, to answer your questions, to
help.
You have an amazing, amazing,amazing strategy and a system,
and you're going to get to seethe behind the scenes, the
psychology.
It's going to be such anawesome, powerful experience
(38:28):
that I hope that you enjoy, andyou enjoy it thoroughly.
And remember, when you text us,you'll actually get a 90% off
discount code which is literallygoing to put the price of this
workshop at like a couple bucks,like seriously, like a couple
dollars.
That's.
It's going to be ridiculous,it's going to be amazing.
This is one of the mostimpactful things we have ever
(38:48):
done as a company the amount oftestimonials and praise that
we've gotten for these workshops.
We've only done them twice.
This is our third time.
It's our last time for the year.
I think you're going toabsolutely love them and get so
much out of them.
And they're just going to giveyou answers, for how do you
actually set up a contentcreation system that doesn't
overwhelm you, that doesn't takeyou all of your time and helps
(39:10):
you show up as an entrepreneurto attract leads and more sales,
which we all need more of inthis time in the season that
we're going through?
So, listen, I hope that youenjoyed today's episode.
This is part three of ourprofitable content series
influencers versus entrepreneursand how you can actually ditch
the influencer playbook for good.
(39:31):
I hope that it helped you.
I hope that you were.
You know, just I gave you somethings to chew on.
I know, initially it might be ashock because it's a totally
different message than whatyou're hearing on most of the
other platforms.
But I'm telling you, I'm seeingthis in real life with our
clients and customers and insideof content to customers.
We have case studies where youcan actually see multiple
(39:52):
businesses, multiple clients,how they're structuring their
content selling system to beprofitable and not just popular.
And hey, the bonus thing ispopularity usually comes with
profitability.
The more people know you, themore um you'll actually be able
to attract more um.
You know super fans and peoplewho sing your praises that
(40:14):
follow you on social media andI've found that to be such an
awesome bonus, where you knowyou get the profitability part
down and the popularity thingjust comes and you don't have to
necessarily even hustle for it,which is awesome.
So I hope that it informed you,I hope that it educated you.
I hope that it inspired youtoday.
Don't forget to join us forcontent to customers.
Again, we're going live withthat this week.
(40:36):
Enrollment opens within 24hours of this episode going live
and it's going to be amazing.
So keep your eye on your inbox,definitely check out
contenttocustomersco, and I'mreally excited for the upcoming
episodes as well.
In the next one, guys, we'regoing to talk even more about
how do you actually createprofitable content.
(40:57):
Even though this is the end ofthe series, we're still going to
talk about a couple more tipsand strategies to help you hit
the ground running.
So thank you for being here.
Truly, send this episode to afriend, send this episode to a
colleague, a business owner thatyou know really needs to figure
out their marketing, reallyneeds to figure out their
content strategy and wants to doit from a place of
(41:17):
profitability, from a place ofempowerment, from a place of
purpose, from a place ofactually serving people and not
necessarily just chasing aftervanity metrics.
I think just this one messagecan absolutely change someone's
entire business and entire life,and I'm not even exaggerating.
This is the kind of stuff thatwe hear all the time inside of
(41:38):
the business lounge, ourmembership group and I would
just love for other people tohave access to this information.
So share it on, pass it on,share the love, and I will see
you in the next one.
Un beso, bye for now.
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