October 13, 2024 • 26 mins
What if the key to your next big win isn’t about more followers but about smarter strategy? In this episode, I'll take you behind the scenes of a jaw-dropping case study from our "Content to Customers" workshop. One of our clients proved that a small but mighty audience can drive big results—turning just 100 followers into $500 on day one!
Packed with actionable tips, this episode will teach you how to build a loyal community, create content that resonates, and turn even the smallest audiences into thriving customers. Don't miss out on this game-changing approach to growing your business!
RESOURCES MENTIONED
📱 The Profitable Content Blueprint: Text "blueprint" to 866(498)8020 (US ONLY)
🌎 International: https://kimberlyannjimenez.com/profitable-content-blueprint/
➡️ Snag Early Bird Access + 90% to our upcoming Content To Customers Workshop (Oct. 2024 only): http://ContentToCustomers.Co
🔗 S7 EP3: Influencers vs. Entrepreneurs - How to ditch the 'post more' 'post perfect' Influencer Playbook
🔗 S7 EP2: Your Profitable Content Blueprint: A Practical Guide To Attracting More Buyers From Your Posts + Free Template!
🔗 S7 EP1: More Followers, More Dollars? Think Again!
MORE FREE RESOURCES
📅 Download The FREE Content Calendar Template:
http://thecontentcalendartemplate.com/
📔 Download The FREE Success Path: https://kimberlyannjimenez.com/success-path/
📈 Sign Up for our FREE Profitable Content Class: http://profitabilityclass.com
📽️ Watch our FREE Content Creation Class: https://kimberlyannjimenez.com/content-class/
WORK WITH US:
✨ Join The Business Lounge Waitlist: https://kimberlyannjimenez.com/businesslounge/
📌 Work With Kim & Chris 1:1: https://kimberlyannjimenez.com/tblc-waitlist/
✨ Grab The Content Calendar Playbook: https://kimberlyannjimenez.com/content-calendar-playbook/
✨ Get $500 worth of bonuses + our extended 30 day trial to GoHighLevel with our special link!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome to the Business Launch Podcast.
I'm your host, kimberly AnnieMenez, and in today's episode, I
want to show you why thispopular misconception that you
need to have a gajillionfollowers in order to have a
profitable business is totallyfalse.
We're going to dig deep into acase study that I recently
(00:20):
shared with you guys in ourcontent to customers workshop
recently shared with you guys inour content to customers
workshop, and I'm going to showyou how this amazing gal turned
100 followers into a profitablelaunch with zero business
experience, never having soldanything online coming up.
Speaker 2 (00:52):
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.
Your host, kimberly Ann Jimenez.
Speaker 1 (01:08):
What is up, familia?
So we are in the trenches rightnow.
We just wrapped up ourprofitable content series.
If you have not caught up withthat, it's episode one through
(01:28):
three of our latest season.
I think we're on season sevenand we'll have all of that
linked below so that you cancatch up.
But, oh my goodness, we've hadsuch an amazing response to this
series.
You guys are sending us fanmail, asking us questions and I
just love to see the energy andthe engagement.
By the way, content tocustomers just opened up fall
enrollment.
By the way, content toCustomers just opened up fall
enrollment.
So if you have not signed upyet, you're going to want to do
(01:48):
that over atcontenttocustomersco.
That's contenttocustomersco ifyou are right now in this moment
listening to the podcast as itairs.
So make sure to not miss out onthat three-day workshop.
It's freaking incredible.
I'm going to show you the exactblueprint that I use my entire
sales system for going from, youknow, not having great content
(02:11):
ideas to planning 30 days ofstrategic content inside the
content map, to cutting downmassively on the time you're
spending with content creation.
You know, on average, when wepull our audience and our
clients and customers, theyreport back to us that they're
spending less than or I wouldsay they're cutting back 10 plus
(02:31):
hours a month in their contentcreation.
Some people are even cuttinglike 10 plus hours a week, which
is awesome.
I'm going to show you and walkyou through the three R method
and we're going to also talkabout how do you actually create
a marketing content marketingsuccess path.
So how do you go from actually,you know, just having followers
and just putting out posts forthe sake of doing it, to having
(02:54):
a strategy, to having a plan, toactually turning more of your
content into customers, intoprofit?
So you're not going to want tomiss that.
It's amazing and actuallytoday's episode is coming at you
.
It's just a little bit of aglimpse of what we're going to
unpack in that three-dayworkshop.
I'm going to walk you through areally cool case study because
I just it's so interesting to mePeople often, you know I just
(03:19):
will hear people regurgitateother people's advice on the
internet and often one of thebiggest objections that I get
around, you know, selling withcontent and having profitable
content is just like Kim, Idon't have an audience, or I
have an audience that's toosmall.
Am I not supposed to grow thataudience much bigger before I
can start to sell.
And this is where I think mymethodology and my philosophy
(03:42):
around content creation isreally different, because I'm
coming at you from a businessperspective, so just kind of
like quick zoom out right.
We, chris and I, started ourfirst business in a local kind
of industry blue collar industrymoving company had nothing to
do with marketing I had neverstudied marketing I was in
(04:02):
school for nutrition anddietetics at the time and so we
started this company.
I quickly delved into the worldof marketing, fell in love with
it and realized, oh my gosh, Icould use content to actually
grow this business.
And we did.
We grew that business from zero, with no outside investment
dollars, completely from scratch, totally bootstrapped,
(04:22):
literally on top of our collegedebt, and grew that business to
multiple seven figures in 36months.
And we use content as a vehicleto do that.
So at the same time I decidedlike with Chris's insane
encouragement nonstop he wasjust pushing me all the time to
(04:43):
like you are really good atmarketing, you're really good at
content.
Like you need to start your ownbusiness.
And so I pivoted into, as wewere growing that business side
by side, I launched my socialmedia agency and that turned
into just an awesome six figurecompany, and then I pivoted into
consulting for corporateclients and now we run a
(05:03):
multiple seven figure education,marketing, education and
coaching business.
And so I'm coming from theperspective of this is not the
only business I have ever run OK, I am not coming at you with
like, my only businessbackground as a marketer is just
running an online business thatteaches people how to market.
That's 90 percent of theexperts out there.
(05:25):
It's like you've never ran abusiness outside of the online
business that you're runningright now, teaching people how
to do online business stuff.
Does that make sense?
And so I think this is a bigreason.
And there's only one person thatI would say he and he's kind of
pivoted his stance on this alittle bit.
That's Gary Vee.
(05:45):
Love Gary, respect Gary a lot,and he used to tell people, like
listen, you need to grow a hugeaudience and like figure it out
.
Afterwards.
I think he's since realizedthat there's just a lot that
changes and there's a lot of,you know, kind of variables in
the market, and so he's shifted,I think, his strategy quite a
bit, as most people should kindof variables in the market, and
so he's shifted, I think, hisstrategy quite a bit, as most
(06:07):
people should.
I think that as things changeand the market changes, you
share new and differentstrategies, but I personally
disagree with that.
I think that there is nothingwrong at all with actually
selling through your content onday one.
However, that's not to say thatyou're only going to be selling
or that you're not going to addvalue to people.
I believe massively in valuecreation.
(06:29):
In fact, 12 plus years ago,when I got started in the online
space, the problem we werehaving with small business
owners and I think this is whereGary's philosophy started
coming in was they weren'tsharing value.
It was all they were usingsocial media like a billboard
right.
It was just like ad, ad, ad, ad, ad, and that's not what people
were on social media for.
(06:50):
That's not how people enjoyedcontent consumption.
Now the pendulum has swung sofar the other way, where 99% of
the clients that we see in ouragency and 99% of the people
that we work with inside of thebusiness lounge especially
because we serve a femaleaudience we tend to be, you know
(07:11):
, more nurturers and we have,like these, motherly instincts
that are amazing, like takingcare of our people, and I love
all of that.
However, I'm seeing that mostpeople are never actually asking
for the sale, and so they'rebuilding all this value, they're
building all of theserelationships, they're building
all these connections, butthey're not ever intentionally
(07:32):
turning their followers intobuyers and using their content
as a vehicle to actually attractcustomers.
And that's what content tocustomers is all about.
That's why I'm so passionateabout that message and why you
need to get in there.
But all that to say, there's somuch that has shifted in the
past 10 years and I think thatthat advice is honestly just
(07:55):
outdated.
You should be able to promoteyour business on day one.
You should add an incredibleamount of value 80% of the time,
but there should be a call toaction for people to join you in
the next thing.
How can they continue thatjourney, that transformation,
with you in a paid setting?
That's why you're creatingcontent to begin with.
Otherwise, we get stuck in thisjust sick, toxic cycle of
(08:18):
creating content for no reasonand the word marketing is part
of content, marketing for apurpose.
We're just doing the contentpart and we forget about the
marketing part and it's like no,this is a vehicle, right?
Your content should be thebridge that connects the actual
relationships that you'rebuilding through your audience
(08:40):
and through your tribe, throughyour website visitors, the
people that consume your content.
That content is a bridge toyour offers, right?
That's why you're creating itto begin with.
You're not just putting it outto be famous, to get likes, to
get engagement.
All those things are awesome ifyou can achieve them, but we're
really focused on creatingcontent with a purpose and
(09:00):
content that is profitable.
So how do you actually do that?
I want to walk you through thisawesome case study.
So this is a case study and, bythe way, before I jump into that
, I've proven this to be wrongtime and time again.
You know, when I started myfirst social media agency or my
first like solo business apartfrom Chris, you know, we were
(09:22):
kind of running in tandem and hewas still very involved in my
business, but this was like myfirst experience in the business
world and I was I don't knowwhat compelled me other than
just having the experience ofworking, you know, in the moving
company to say I'm going tohave a call to action, I'm going
to tag all of my YouTube videosin my physical location so that
(09:46):
when people are searching forinformation, they immediately
think of me, go to my websiteand actually, you know, book a
call or reach out becausethey're interested in becoming a
client, and lo and behold,that's exactly what happened.
I was fully focused on addingvalue on YouTube and through my
blog and in my newsletter,because that's all I had at the
beginning, but really, um, itjust organically happened where
(10:10):
I was just telling people aboutmy business and people wanted to
hire me, and that's what shouldhappen.
I think, you know, theredoesn't have to be this like you
have to pushy, sell and allthis stuff no, it's not pressure
to actually, you know, be infront of people's faces, but you
got to talk about your offers,you got to talk about what you
do, you got to have a call toaction.
There's no reason to not dothat.
(10:32):
And so every single iterationof my business and the moving
company you know we've sold fromday one and grew that company
pretty large and there was neverthis like oh, there's rules and
like we have to get to like Xamount of followers before we
can promote.
I think I see that a lot withcontent creators and you know,
(10:53):
if you don't have a businessthat's powering what you're
doing with content, then that'sunderstandable, because you're
really just using sponsorships,but that's that's that's selling
, like, if you're doing productreviews and you're doing
sponsorships, that's stillselling.
You're just selling someoneelse's stuff and so, for
whatever reason, it's OK to dothat, but if you sell your own
stuff, you're a sell it.
(11:13):
It's just weird, you know and Ijust want to normalize the fact
that you're a business andcreating content costs money and
time and energy and resources,and so we've created this whole
like environment in the onlinespace where people are starting
to get used to having freecontent pumped out every week,
like you're some kind of machineand service and they'll get
(11:34):
upset if you don't.
And it's just so weird to methat we've created this extreme
opposite culture that needs somebalance, and so I think it's
important that we bring balanceto that.
So proven it with my firstbusiness, proven it with my
second business, proven it withmy third business.
And now I want to prove it withsomeone who just got started,
because I wanted to share thestory with you.
This is my sister-in-law.
(11:56):
Started because I wanted toshare the story with you.
This is my sister-in-law, tanya, my Brian, who you've seen on
the podcast and on the channelbefore.
That's his wife, and she wasjust coming in and I was like,
listen, I have no experiencewith building a business.
You know, she'd spent you knowher the previous decade going
through school.
She just finished her master'sdegree in a totally different
(12:19):
space she's in the psychologyspace and wanted to start like a
side hustle, wanted to start abusiness, and so she decided she
was going to launch a boutique.
She had, you know, her brandname, she had her logo, but she
had nothing in terms ofmarketing and she wanted to
launch and have it be reallyprofitable.
So one of the things that westarted working on together was
(12:41):
like, okay, how do we actuallymap out this strategy?
And we told her listen, you aregoing to launch this thing from
the get-go and we don't wantyou to feel like you have to
like pull back or, you know, behush hush about your products
and about your offers.
We want you to go all out.
And so this is essentially ajewelry boutique that she
launches, called Colux, and um,it's been amazing to kind of
(13:05):
unpack her results.
So Tanya actually went fromhaving like no direction.
You know, she only had about ahundred followers on Instagram
to launching her business andthe first three days making $500
.
And I know that's not a lotright, that's, you're not going
to get rich off $500.
But I wanted you to see what ispossible and what is actually
(13:28):
real and happening in ourcommunity all the time.
We see this constantly.
So there's no excuse that youdon't have enough followers and
there's no excuse that youhaven't actually, you know,
built up a big following or abig relationships or put a ton
of value out into the world.
You can absolutely still dothat.
So we put together a prelaunchstrategy and we told her okay,
(13:49):
you have about 28 days toactually start growing your
email list, to start teasingthat something cool is coming to
the shop.
And so she started usingstories.
She started posting someteasers of her products on her
feed, and then we told her okay,the first thing you're going to
do is you're going to start anemail list.
(14:10):
Like day one email list isgoing to be so important.
And so she was very skepticalabout the whole email list thing
.
She thought, no, sell it.
You know all on Instagram andwe're like just trust us.
She's like okay, I'm gonna doit.
So Brian got her set up onConvertKit and which is now Kit,
and she started just tellingpeople hey, if you sign up for
(14:31):
my email list, I'm going to giveyou 10% off.
And she just kept know,promoting that.
Every day She'd go on stories,she'd post a reel or she posted
a photo, kind of teasing behindthe scenes and just sharing hey,
it's coming.
This is the countdown we'regoing to be opening on this day.
Make sure that you'resubscribed to the email list.
And so she got half of herfollowers.
(14:54):
She got 48 of her followersalmost 50, to join the email
list before the launch.
And after that, when launch daycame, we were like okay, you're
going to be sending emails.
Here is a couple ideas for thekind of emails you can send.
We should tell our um, you knowmembers in TBL plus like guys,
(15:14):
you have four emails that youhave to hit.
Number one you need to hit thelike surprise email.
Like hey, this thing ishappening, there's an
announcement, it's awesome.
Email number two needs to beall about like Q and A's people
have questions, you have answers.
Email number three is socialproof Like how do you have a
testimonial?
Do you have you know results,or can you just showcase someone
(15:36):
who said something nice aboutyour product and then the final
emails are all about hey, cartis closing, this thing is a wrap
, your discount is expiring,make sure that you use it.
And so it was so cool to see hergo from literally having no
experience in business, nothaving any experience in
marketing, to launching thisthing and making money, and she
(15:56):
was freaking out.
She was like I, we have so manyorders, oh my gosh.
And this is a low ticketproduct.
So it wasn't like she was.
You know, got two sales andmade $500.
She got quite a few sales andand her entire launch just
exceeded our expectations.
So I want to run you through acouple numbers.
Um, maybe we'll, if she's givenus permission, to share this
(16:17):
publicly, but maybe I'll haveBelle share it with you guys
here on, you know, in the screen, if you're watching on YouTube
or if you're just listening onthe podcast.
I'll just run you through this,but this is so cool.
So after let's see here, I haveher statistics up from her
Shopify page and so after sevendays, she was actually at $557
(16:41):
in orders.
She had driven 704 sessions toher shop and the average order
was $36.
So not a ton again lower ticketbut really awesome conversion
rates in terms of having a verysmall audience, but like
immediately, from the get go,being profitable.
(17:02):
And now she can take thatstrategy and just scale it out,
start adding more things intothe mix, like SEO and creating
long form content on her blog,or even going the ad route as
well and just starting to runads to her shop.
It'll make a massive difference.
So we're super excited, um, forher and I just wanted to share
(17:23):
that story because I think it'sso empowering and exciting to
see how other people are usingit.
So we asked her a couple ofquestions that I think would be
helpful for you guys.
We said hey, like in your words, what were the results that you
achieved?
And she said we had a supersuccessful launch, far exceeding
our expectations.
Number two we're building acommunity instead of just
(17:45):
followers.
Number three we're building abrand instead of a shop.
So that was really important.
We talked about that in thebeginning with her, like listen,
we're going to give you ourcontent to customer strategy.
We're going to show you this ishow you actually build a
community.
This is how you attract buyersand not just randos on the
internet who are never going tobuy what you're selling.
And then she said we'renurturing diehard fans and
(18:08):
speaking to them.
And I was like yes, becausemessaging is really important,
guys, you can't just go out herein the streets and just like
put something out.
You want to actually talk toyour people.
And she was trying to figureout who her people were.
So we had her do surveys andrun polls before she actually
ran her launch.
And then she said we had 128%increase in reach, 168% increase
(18:32):
in sorry, 128% increase inreach, 168% increase in
engagement and 76% increase infollowers.
So I said well, part of thestrategy gave you the best
results.
And she said the lead magnetstrategy to subscribe to our
email list.
So we said listen, you're goingto have put out a coupon code.
(18:53):
That's going to be your leadmagnet.
That's what made sense for herbusiness.
I'm not saying that's what youshould.
Your lead magnet, that's whatmade sense for her business.
I'm not saying that's what youshould do, but that's what made
sense in terms of her specificbusiness and that worked really
well.
We asked what was the hardestpart of launching and she said
getting all the assets readybefore the launch date.
We asked did you have anysurprising moments during or off
after the launch?
(19:13):
And she said all the orders wereceived and kept getting after
the launch was over, which wasso awesome because this was just
a glimpse into the first coupleof days of her launch.
She has now, you know, mademultiple four figures in that
business and she's she's doingawesome.
But it's one of those thingswhere I wanted to show you the
before and after and like allthe emotions that come up.
(19:35):
I asked hey, what are some ofthe emotions you feel or felt
before the launch?
And she said I was superstressed, I was super anxious, I
didn't know what was going tohappen, if we were going to be
successful or not.
And then I said what were someof the emotions you felt after?
And she was like happy andrelieved that we have a strategy
that works and we can replicate.
(19:56):
So, just to recap, I said whatwere some of the important
lessons that you'd like to sharewith other people?
And she said that email is king.
You have to build an email list.
And I was like, exactly,absolutely, it's so important.
Number two she says you don'tneed to have everything ready,
you just need to start, even ifyou don't feel prepared.
And I was like, oh, that's sogood.
(20:16):
And number three she saidabsolutely follow everything
that Kim and Chris tells tellyou to do to get results,
because content to customersworks.
And I was like, oh, you'reamazing, that's awesome.
And so just to see, like evenjust her open rates I have some
of her stats for her kit accountand so she had an average open
(20:38):
rate in her emails of 56%, whichmeans she's targeting people
who are interested in what shehas to offer.
She had a 5 point sorry, 4.5%click through rate, which was
fantastic.
That's actually really good forjust getting started.
And she was averaging aboutthree subscribers every single
(20:58):
day, so three new subscribersevery day.
And so, guys, I hope that thisis inspiring you.
I hope that it's giving youideas for, like, just knowing
that you don't need to have allthe pieces together.
If Tanya got such an incredibleROI like, think about that.
She was basically making fivedollars per every new follower
on her Instagram account.
(21:18):
That's insane, and that wasjust a start.
That like that doesn't countthe thousands of dollars she's
generated since um, and how shejust continues to grow her
business as a side hustle.
This is not her.
She has a full-time job, youknow, in her industry and she
works nine to five and this isjust her side hustle.
So it's one of those thingslike imagine if you're full-time
(21:41):
in your business, imagine ifyou have way more followers than
she does.
You can follow the same simplestrategy and get amazing results
.
So you can take everythingwe've talked about today and
just go and implement yourself,or you can have a step-by-step
guide.
So come over to Content toCustomers at
contenttocustomersco that's thesponsor of today's episode,
(22:03):
because naturally, we're goingto talk about what we have going
on, because it's really thattransformational and sign up.
We have a 90% off amazingpromotion going on right now
just for our podcast listeners.
So make sure to check that out.
All the links will be in thedescription below and I hope to
see you inside because, listen,it's your responsibility as a
(22:24):
business owner, as anentrepreneur, just like Tanya,
to step out in faith, to like goout and actually do the thing
before you think that you'reready.
It's your responsibility, if youhave tried everything in the
past and maybe you've beenburned a couple of times or you
feel exhausted with contentcreation, or you're just like I
just nothing has worked.
You still have theresponsibility of figuring out
(22:45):
what does work, and I'm showingyou proof today.
I'm bringing the receipts thatthis can work for you.
Even if you haven't evenstarted yet, even if you don't
have like all the bells andwhistles and a ton of audience
and a ton of reach and a ton oftraffic or even advertiser
dollars, you can still grow abusiness organically and do it
in a way that is strategic andthat is smart, so that you're
(23:08):
not necessarily working harder,but you're working smarter and
attracting more followers whoare turning into buyers, instead
of wasting your time andspinning our wheels on social
media.
So I hope that you joined usfor content to customers.
I will come at you with a newepisode next week.
I hope that you enjoyed thisone and I will see you very,
(23:28):
very soon.
Until then, don't forget, thisis your God given calling to
actually prosper on purpose.
God given calling to actuallyprosper on purpose, and we're
going to continue spreading thismessage and talking about the
importance of actually creatingcontent with mission in mind,
with profit in mind, contentthat serves people, but also
(23:48):
that sells All right, and we'regoing to do that
unapologetically.
I love you.
Send this episode to someonewho might need it, might need
encouragement, who's starting abusiness or may have been
running a business for a while.
Maybe it's hitting a wall andthey need some encouragement,
some inspiration, and let's justall grow and prosper together.
Guys, we're excited and we'llsee you in the next one Un beso.
Bye for now.
Welcome to the Business Launch Podcast.
I'm your host, kimberly AnnieMenez, and in today's episode, I
want to show you why thispopular misconception that you
need to have a gajillionfollowers in order to have a
profitable business is totallyfalse.
We're going to dig deep into acase study that I recently
(00:20):
shared with you guys in ourcontent to customers workshop
recently shared with you guys inour content to customers
workshop, and I'm going to showyou how this amazing gal turned
100 followers into a profitablelaunch with zero business
experience, never having soldanything online coming up.
Speaker 2 (00:52):
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.
Your host, kimberly Ann Jimenez.
Speaker 1 (01:08):
What is up, familia?
So we are in the trenches rightnow.
We just wrapped up ourprofitable content series.
If you have not caught up withthat, it's episode one through
(01:28):
three of our latest season.
I think we're on season sevenand we'll have all of that
linked below so that you cancatch up.
But, oh my goodness, we've hadsuch an amazing response to this
series.
You guys are sending us fanmail, asking us questions and I
just love to see the energy andthe engagement.
By the way, content tocustomers just opened up fall
enrollment.
By the way, content toCustomers just opened up fall
enrollment.
So if you have not signed upyet, you're going to want to do
(01:48):
that over atcontenttocustomersco.
That's contenttocustomersco ifyou are right now in this moment
listening to the podcast as itairs.
So make sure to not miss out onthat three-day workshop.
It's freaking incredible.
I'm going to show you the exactblueprint that I use my entire
sales system for going from, youknow, not having great content
(02:11):
ideas to planning 30 days ofstrategic content inside the
content map, to cutting downmassively on the time you're
spending with content creation.
You know, on average, when wepull our audience and our
clients and customers, theyreport back to us that they're
spending less than or I wouldsay they're cutting back 10 plus
(02:31):
hours a month in their contentcreation.
Some people are even cuttinglike 10 plus hours a week, which
is awesome.
I'm going to show you and walkyou through the three R method
and we're going to also talkabout how do you actually create
a marketing content marketingsuccess path.
So how do you go from actually,you know, just having followers
and just putting out posts forthe sake of doing it, to having
(02:54):
a strategy, to having a plan, toactually turning more of your
content into customers, intoprofit?
So you're not going to want tomiss that.
It's amazing and actuallytoday's episode is coming at you
.
It's just a little bit of aglimpse of what we're going to
unpack in that three-dayworkshop.
I'm going to walk you through areally cool case study because
I just it's so interesting to mePeople often, you know I just
(03:19):
will hear people regurgitateother people's advice on the
internet and often one of thebiggest objections that I get
around, you know, selling withcontent and having profitable
content is just like Kim, Idon't have an audience, or I
have an audience that's toosmall.
Am I not supposed to grow thataudience much bigger before I
can start to sell.
And this is where I think mymethodology and my philosophy
(03:42):
around content creation isreally different, because I'm
coming at you from a businessperspective, so just kind of
like quick zoom out right.
We, chris and I, started ourfirst business in a local kind
of industry blue collar industrymoving company had nothing to
do with marketing I had neverstudied marketing I was in
(04:02):
school for nutrition anddietetics at the time and so we
started this company.
I quickly delved into the worldof marketing, fell in love with
it and realized, oh my gosh, Icould use content to actually
grow this business.
And we did.
We grew that business from zero, with no outside investment
dollars, completely from scratch, totally bootstrapped,
(04:22):
literally on top of our collegedebt, and grew that business to
multiple seven figures in 36months.
And we use content as a vehicleto do that.
So at the same time I decidedlike with Chris's insane
encouragement nonstop he wasjust pushing me all the time to
(04:43):
like you are really good atmarketing, you're really good at
content.
Like you need to start your ownbusiness.
And so I pivoted into, as wewere growing that business side
by side, I launched my socialmedia agency and that turned
into just an awesome six figurecompany, and then I pivoted into
consulting for corporateclients and now we run a
(05:03):
multiple seven figure education,marketing, education and
coaching business.
And so I'm coming from theperspective of this is not the
only business I have ever run OK, I am not coming at you with
like, my only businessbackground as a marketer is just
running an online business thatteaches people how to market.
That's 90 percent of theexperts out there.
(05:25):
It's like you've never ran abusiness outside of the online
business that you're runningright now, teaching people how
to do online business stuff.
Does that make sense?
And so I think this is a bigreason.
And there's only one person thatI would say he and he's kind of
pivoted his stance on this alittle bit.
That's Gary Vee.
(05:45):
Love Gary, respect Gary a lot,and he used to tell people, like
listen, you need to grow a hugeaudience and like figure it out
.
Afterwards.
I think he's since realizedthat there's just a lot that
changes and there's a lot of,you know, kind of variables in
the market, and so he's shifted,I think, his strategy quite a
bit, as most people should kindof variables in the market, and
so he's shifted, I think, hisstrategy quite a bit, as most
(06:07):
people should.
I think that as things changeand the market changes, you
share new and differentstrategies, but I personally
disagree with that.
I think that there is nothingwrong at all with actually
selling through your content onday one.
However, that's not to say thatyou're only going to be selling
or that you're not going to addvalue to people.
I believe massively in valuecreation.
(06:29):
In fact, 12 plus years ago,when I got started in the online
space, the problem we werehaving with small business
owners and I think this is whereGary's philosophy started
coming in was they weren'tsharing value.
It was all they were usingsocial media like a billboard
right.
It was just like ad, ad, ad, ad, ad, and that's not what people
were on social media for.
(06:50):
That's not how people enjoyedcontent consumption.
Now the pendulum has swung sofar the other way, where 99% of
the clients that we see in ouragency and 99% of the people
that we work with inside of thebusiness lounge especially
because we serve a femaleaudience we tend to be, you know
(07:11):
, more nurturers and we have,like these, motherly instincts
that are amazing, like takingcare of our people, and I love
all of that.
However, I'm seeing that mostpeople are never actually asking
for the sale, and so they'rebuilding all this value, they're
building all of theserelationships, they're building
all these connections, butthey're not ever intentionally
(07:32):
turning their followers intobuyers and using their content
as a vehicle to actually attractcustomers.
And that's what content tocustomers is all about.
That's why I'm so passionateabout that message and why you
need to get in there.
But all that to say, there's somuch that has shifted in the
past 10 years and I think thatthat advice is honestly just
(07:55):
outdated.
You should be able to promoteyour business on day one.
You should add an incredibleamount of value 80% of the time,
but there should be a call toaction for people to join you in
the next thing.
How can they continue thatjourney, that transformation,
with you in a paid setting?
That's why you're creatingcontent to begin with.
Otherwise, we get stuck in thisjust sick, toxic cycle of
(08:18):
creating content for no reasonand the word marketing is part
of content, marketing for apurpose.
We're just doing the contentpart and we forget about the
marketing part and it's like no,this is a vehicle, right?
Your content should be thebridge that connects the actual
relationships that you'rebuilding through your audience
(08:40):
and through your tribe, throughyour website visitors, the
people that consume your content.
That content is a bridge toyour offers, right?
That's why you're creating itto begin with.
You're not just putting it outto be famous, to get likes, to
get engagement.
All those things are awesome ifyou can achieve them, but we're
really focused on creatingcontent with a purpose and
(09:00):
content that is profitable.
So how do you actually do that?
I want to walk you through thisawesome case study.
So this is a case study and, bythe way, before I jump into that
, I've proven this to be wrongtime and time again.
You know, when I started myfirst social media agency or my
first like solo business apartfrom Chris, you know, we were
(09:22):
kind of running in tandem and hewas still very involved in my
business, but this was like myfirst experience in the business
world and I was I don't knowwhat compelled me other than
just having the experience ofworking, you know, in the moving
company to say I'm going tohave a call to action, I'm going
to tag all of my YouTube videosin my physical location so that
(09:46):
when people are searching forinformation, they immediately
think of me, go to my websiteand actually, you know, book a
call or reach out becausethey're interested in becoming a
client, and lo and behold,that's exactly what happened.
I was fully focused on addingvalue on YouTube and through my
blog and in my newsletter,because that's all I had at the
beginning, but really, um, itjust organically happened where
(10:10):
I was just telling people aboutmy business and people wanted to
hire me, and that's what shouldhappen.
I think, you know, theredoesn't have to be this like you
have to pushy, sell and allthis stuff no, it's not pressure
to actually, you know, be infront of people's faces, but you
got to talk about your offers,you got to talk about what you
do, you got to have a call toaction.
There's no reason to not dothat.
(10:32):
And so every single iterationof my business and the moving
company you know we've sold fromday one and grew that company
pretty large and there was neverthis like oh, there's rules and
like we have to get to like Xamount of followers before we
can promote.
I think I see that a lot withcontent creators and you know,
(10:53):
if you don't have a businessthat's powering what you're
doing with content, then that'sunderstandable, because you're
really just using sponsorships,but that's that's that's selling
, like, if you're doing productreviews and you're doing
sponsorships, that's stillselling.
You're just selling someoneelse's stuff and so, for
whatever reason, it's OK to dothat, but if you sell your own
stuff, you're a sell it.
(11:13):
It's just weird, you know and Ijust want to normalize the fact
that you're a business andcreating content costs money and
time and energy and resources,and so we've created this whole
like environment in the onlinespace where people are starting
to get used to having freecontent pumped out every week,
like you're some kind of machineand service and they'll get
(11:34):
upset if you don't.
And it's just so weird to methat we've created this extreme
opposite culture that needs somebalance, and so I think it's
important that we bring balanceto that.
So proven it with my firstbusiness, proven it with my
second business, proven it withmy third business.
And now I want to prove it withsomeone who just got started,
because I wanted to share thestory with you.
This is my sister-in-law.
(11:56):
Started because I wanted toshare the story with you.
This is my sister-in-law, tanya, my Brian, who you've seen on
the podcast and on the channelbefore.
That's his wife, and she wasjust coming in and I was like,
listen, I have no experiencewith building a business.
You know, she'd spent you knowher the previous decade going
through school.
She just finished her master'sdegree in a totally different
(12:19):
space she's in the psychologyspace and wanted to start like a
side hustle, wanted to start abusiness, and so she decided she
was going to launch a boutique.
She had, you know, her brandname, she had her logo, but she
had nothing in terms ofmarketing and she wanted to
launch and have it be reallyprofitable.
So one of the things that westarted working on together was
(12:41):
like, okay, how do we actuallymap out this strategy?
And we told her listen, you aregoing to launch this thing from
the get-go and we don't wantyou to feel like you have to
like pull back or, you know, behush hush about your products
and about your offers.
We want you to go all out.
And so this is essentially ajewelry boutique that she
launches, called Colux, and um,it's been amazing to kind of
(13:05):
unpack her results.
So Tanya actually went fromhaving like no direction.
You know, she only had about ahundred followers on Instagram
to launching her business andthe first three days making $500
.
And I know that's not a lotright, that's, you're not going
to get rich off $500.
But I wanted you to see what ispossible and what is actually
(13:28):
real and happening in ourcommunity all the time.
We see this constantly.
So there's no excuse that youdon't have enough followers and
there's no excuse that youhaven't actually, you know,
built up a big following or abig relationships or put a ton
of value out into the world.
You can absolutely still dothat.
So we put together a prelaunchstrategy and we told her okay,
(13:49):
you have about 28 days toactually start growing your
email list, to start teasingthat something cool is coming to
the shop.
And so she started usingstories.
She started posting someteasers of her products on her
feed, and then we told her okay,the first thing you're going to
do is you're going to start anemail list.
(14:10):
Like day one email list isgoing to be so important.
And so she was very skepticalabout the whole email list thing
.
She thought, no, sell it.
You know all on Instagram andwe're like just trust us.
She's like okay, I'm gonna doit.
So Brian got her set up onConvertKit and which is now Kit,
and she started just tellingpeople hey, if you sign up for
(14:31):
my email list, I'm going to giveyou 10% off.
And she just kept know,promoting that.
Every day She'd go on stories,she'd post a reel or she posted
a photo, kind of teasing behindthe scenes and just sharing hey,
it's coming.
This is the countdown we'regoing to be opening on this day.
Make sure that you'resubscribed to the email list.
And so she got half of herfollowers.
(14:54):
She got 48 of her followersalmost 50, to join the email
list before the launch.
And after that, when launch daycame, we were like okay, you're
going to be sending emails.
Here is a couple ideas for thekind of emails you can send.
We should tell our um, you knowmembers in TBL plus like guys,
(15:14):
you have four emails that youhave to hit.
Number one you need to hit thelike surprise email.
Like hey, this thing ishappening, there's an
announcement, it's awesome.
Email number two needs to beall about like Q and A's people
have questions, you have answers.
Email number three is socialproof Like how do you have a
testimonial?
Do you have you know results,or can you just showcase someone
(15:36):
who said something nice aboutyour product and then the final
emails are all about hey, cartis closing, this thing is a wrap
, your discount is expiring,make sure that you use it.
And so it was so cool to see hergo from literally having no
experience in business, nothaving any experience in
marketing, to launching thisthing and making money, and she
(15:56):
was freaking out.
She was like I, we have so manyorders, oh my gosh.
And this is a low ticketproduct.
So it wasn't like she was.
You know, got two sales andmade $500.
She got quite a few sales andand her entire launch just
exceeded our expectations.
So I want to run you through acouple numbers.
Um, maybe we'll, if she's givenus permission, to share this
(16:17):
publicly, but maybe I'll haveBelle share it with you guys
here on, you know, in the screen, if you're watching on YouTube
or if you're just listening onthe podcast.
I'll just run you through this,but this is so cool.
So after let's see here, I haveher statistics up from her
Shopify page and so after sevendays, she was actually at $557
(16:41):
in orders.
She had driven 704 sessions toher shop and the average order
was $36.
So not a ton again lower ticketbut really awesome conversion
rates in terms of having a verysmall audience, but like
immediately, from the get go,being profitable.
(17:02):
And now she can take thatstrategy and just scale it out,
start adding more things intothe mix, like SEO and creating
long form content on her blog,or even going the ad route as
well and just starting to runads to her shop.
It'll make a massive difference.
So we're super excited, um, forher and I just wanted to share
(17:23):
that story because I think it'sso empowering and exciting to
see how other people are usingit.
So we asked her a couple ofquestions that I think would be
helpful for you guys.
We said hey, like in your words, what were the results that you
achieved?
And she said we had a supersuccessful launch, far exceeding
our expectations.
Number two we're building acommunity instead of just
(17:45):
followers.
Number three we're building abrand instead of a shop.
So that was really important.
We talked about that in thebeginning with her, like listen,
we're going to give you ourcontent to customer strategy.
We're going to show you this ishow you actually build a
community.
This is how you attract buyersand not just randos on the
internet who are never going tobuy what you're selling.
And then she said we'renurturing diehard fans and
(18:08):
speaking to them.
And I was like yes, becausemessaging is really important,
guys, you can't just go out herein the streets and just like
put something out.
You want to actually talk toyour people.
And she was trying to figureout who her people were.
So we had her do surveys andrun polls before she actually
ran her launch.
And then she said we had 128%increase in reach, 168% increase
(18:32):
in sorry, 128% increase inreach, 168% increase in
engagement and 76% increase infollowers.
So I said well, part of thestrategy gave you the best
results.
And she said the lead magnetstrategy to subscribe to our
email list.
So we said listen, you're goingto have put out a coupon code.
(18:53):
That's going to be your leadmagnet.
That's what made sense for herbusiness.
I'm not saying that's what youshould.
Your lead magnet, that's whatmade sense for her business.
I'm not saying that's what youshould do, but that's what made
sense in terms of her specificbusiness and that worked really
well.
We asked what was the hardestpart of launching and she said
getting all the assets readybefore the launch date.
We asked did you have anysurprising moments during or off
after the launch?
(19:13):
And she said all the orders wereceived and kept getting after
the launch was over, which wasso awesome because this was just
a glimpse into the first coupleof days of her launch.
She has now, you know, mademultiple four figures in that
business and she's she's doingawesome.
But it's one of those thingswhere I wanted to show you the
before and after and like allthe emotions that come up.
(19:35):
I asked hey, what are some ofthe emotions you feel or felt
before the launch?
And she said I was superstressed, I was super anxious, I
didn't know what was going tohappen, if we were going to be
successful or not.
And then I said what were someof the emotions you felt after?
And she was like happy andrelieved that we have a strategy
that works and we can replicate.
(19:56):
So, just to recap, I said whatwere some of the important
lessons that you'd like to sharewith other people?
And she said that email is king.
You have to build an email list.
And I was like, exactly,absolutely, it's so important.
Number two she says you don'tneed to have everything ready,
you just need to start, even ifyou don't feel prepared.
And I was like, oh, that's sogood.
(20:16):
And number three she saidabsolutely follow everything
that Kim and Chris tells tellyou to do to get results,
because content to customersworks.
And I was like, oh, you'reamazing, that's awesome.
And so just to see, like evenjust her open rates I have some
of her stats for her kit accountand so she had an average open
(20:38):
rate in her emails of 56%, whichmeans she's targeting people
who are interested in what shehas to offer.
She had a 5 point sorry, 4.5%click through rate, which was
fantastic.
That's actually really good forjust getting started.
And she was averaging aboutthree subscribers every single
(20:58):
day, so three new subscribersevery day.
And so, guys, I hope that thisis inspiring you.
I hope that it's giving youideas for, like, just knowing
that you don't need to have allthe pieces together.
If Tanya got such an incredibleROI like, think about that.
She was basically making fivedollars per every new follower
on her Instagram account.
(21:18):
That's insane, and that wasjust a start.
That like that doesn't countthe thousands of dollars she's
generated since um, and how shejust continues to grow her
business as a side hustle.
This is not her.
She has a full-time job, youknow, in her industry and she
works nine to five and this isjust her side hustle.
So it's one of those thingslike imagine if you're full-time
(21:41):
in your business, imagine ifyou have way more followers than
she does.
You can follow the same simplestrategy and get amazing results
.
So you can take everythingwe've talked about today and
just go and implement yourself,or you can have a step-by-step
guide.
So come over to Content toCustomers at
contenttocustomersco that's thesponsor of today's episode,
(22:03):
because naturally, we're goingto talk about what we have going
on, because it's really thattransformational and sign up.
We have a 90% off amazingpromotion going on right now
just for our podcast listeners.
So make sure to check that out.
All the links will be in thedescription below and I hope to
see you inside because, listen,it's your responsibility as a
(22:24):
business owner, as anentrepreneur, just like Tanya,
to step out in faith, to like goout and actually do the thing
before you think that you'reready.
It's your responsibility, if youhave tried everything in the
past and maybe you've beenburned a couple of times or you
feel exhausted with contentcreation, or you're just like I
just nothing has worked.
You still have theresponsibility of figuring out
(22:45):
what does work, and I'm showingyou proof today.
I'm bringing the receipts thatthis can work for you.
Even if you haven't evenstarted yet, even if you don't
have like all the bells andwhistles and a ton of audience
and a ton of reach and a ton oftraffic or even advertiser
dollars, you can still grow abusiness organically and do it
in a way that is strategic andthat is smart, so that you're
(23:08):
not necessarily working harder,but you're working smarter and
attracting more followers whoare turning into buyers, instead
of wasting your time andspinning our wheels on social
media.
So I hope that you joined usfor content to customers.
I will come at you with a newepisode next week.
I hope that you enjoyed thisone and I will see you very,
(23:28):
very soon.
Until then, don't forget, thisis your God given calling to
actually prosper on purpose.
God given calling to actuallyprosper on purpose, and we're
going to continue spreading thismessage and talking about the
importance of actually creatingcontent with mission in mind,
with profit in mind, contentthat serves people, but also
(23:48):
that sells All right, and we'regoing to do that
unapologetically.
I love you.
Send this episode to someonewho might need it, might need
encouragement, who's starting abusiness or may have been
running a business for a while.
Maybe it's hitting a wall andthey need some encouragement,
some inspiration, and let's justall grow and prosper together.
Guys, we're excited and we'llsee you in the next one Un beso.
Bye for now.
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