July 9, 2025 • 36 mins
#008 Social media should be a tool for growing your candle business, not a source of burnout and frustration. Today we explore why being selective about your social platforms leads to better results than trying to be everywhere at once.
• More platforms doesn't equal more success - most customers only follow you on one or two at most
• Rushed content gets low engagement - algorithms reward quality and consistency over scattered posts
• Choose platforms based on your strengths and where your specific customers actually spend time
• Track which platforms drive actual website traffic using Google Analytics, not just likes or views
• Structure content around four pillars: inspirational, educational, informational, and cultural
• Social media is just a discovery tool - the real goal is building relationships off-platform through email
• Email marketing consistently outperforms social media for driving immediate sales when needed
• Focus on doing what matters most with the time and energy you have
Download our free social media content calendar and four-pillars guide at candlebusinesspro.com/socialmedia
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Are you trying to post on Instagram, tiktok,
facebook, pinterest, possiblyThreads X, blue Sky, maybe even
YouTube, and you're stillwondering why you're burned out
and not seeing results in yourcandle business?
The truth is, more platformsdoesn't equal more success.
Today, I'm giving youpermission to simplify and focus
, and I'll explain why less ismore when it comes to social
(00:25):
media.
Now stick around to the end andI'm gonna give you something
that will make creating andtracking your social media
results a breeze.
Hey everyone, it's SebastianGarznett here, the co-founder of
(00:46):
Garznit Beacon Candle Companyand the founder of Candle
Business Pro, where we helpcandle makers go pro.
So today we are going to talkabout in this episode, social
media.
Now social media.
I used to love.
I used to be on I'm agingmyself now.
I used to be on MySpace wherewe had our top eight friends.
Now, I used to be on MySpacewhere we had our top eight
friends.
Then I graduated on to Facebook, when you used to actually have
(01:07):
to have a college login,college email, to have a login
on Facebook, and then they openit up to the public several
years later.
I remember when social media wasfun.
In fact, social media used tobe my calendar.
I used to go to social media tosee what events are coming up
this week, this weekend, thismonth, and I would plan
(01:28):
accordingly around there.
We would have, you know,college parties and we would
have invites on there.
Our family groups would be onthere so we would know when we
were doing family activities,reunions, things like that.
And then businesses started tocome onto social media and then
work functions.
So we would have work functionsthat would have an invite.
We would send that out toanyone that was following the
(01:52):
page that was employees.
We would have different groups,things like that, on social
media.
Now, facebook was obviously thebig one after MySpace is no
longer around.
Many of you may not even knowwhat MySpace is, but it is no
longer around.
And now we have Facebook andInstagram.
We have TikTok, we have Twitterthat turned into X.
(02:12):
We have Blue Sky, which is nowcompeting with X.
Pinterest is another one thatwe sometimes we don't think
about as social media, but thereis a lot of engagement out
there.
You even have YouTube.
You have YouTube, you havepodcasts.
All of these are mediaplatforms for us to engage on,
and this is where businesses arenow starting to connect with
(02:36):
their customers and theirpotential clients.
That's why we're seeing the adson all of these platforms now,
as we're scrolling, we'regetting so many ads in our feeds
, and that is because it hasbecome such a huge way for
businesses to get new customers.
So today I want to talk aboutwhy being everywhere isn't
(02:59):
helping to grow your business.
Now, if you are one that has alot of time on your hand and you
want to attempt to be on allthe different platforms, I would
still recommend starting withonly a couple.
When you're dividing your time,your energy and your creativity
across too many channels,you're not being consistent
(03:22):
where it matters most, and beingconsistent matters more than
just being present.
So it's not about I need tojust go and post everywhere
because I haven't posted in acouple of days.
So let me hurry up, let mecreate something and throw it
out there on all the platforms.
The algorithms are going toreward depth and engagement far
(03:44):
more than just your scatteredpost.
We've been at this for threeyears now and we see when we
just throw something out thereonto the platforms and then we
feel good Like okay, we got oneout, so now we've got, you know,
another 72 hours, another threedays, before we have to post
again.
So we're caught up right Ourengagement on those posts,
(04:07):
because our effort isn't inthere, because we're not putting
enough time and energy intocreating quality posts.
So the engagement is really low, the likes are low, the
comments are really low, theshares are really low.
So if that is happening, thenit's not doing anything to grow
our business.
So I highly highly recommendscaling way back on social media
(04:30):
.
Most customers are only goingto follow you on one, two
platforms.
Maybe they're definitely notgoing to be on all four or five.
It's just not necessary becauseyour customers aren't going to
be there.
So one of the things that wewant to make sure to avoid is
burning out from overposting.
So not only when we're rushedor feeling like we're really
(04:51):
behind.
We're just throwing content outthere that ends up not being
engaged, worthy, where thealgorithm is not going to reward
us, but your content will benoticeably forced or noticeably
rushed.
We see now where people areusing ChatGPT, which I'm a big
fan of ChatGPT.
It can really help our businessgrow.
(05:13):
Automation, I think, isfantastic, but we see too many
people now you can see the signswhere they had ChatGPT or AI
create their social media posts,posts, and they didn't put
their spin on it to make it feellike themselves.
You see the same words in a lotof Instagram, facebook, social
media posts.
You see a lot of emojis and alot of these posts.
(05:36):
You see, right now the hotthing is that the M dash and N
dash which are those littlethings that they're the dashes,
that kind of look like longhyphens, and that is a thing
that AI, chatgpt specifically,is putting in a lot of their
results.
So now you're seeing this ineveryone's feed to where you
know.
Oh, chatgpt wrote that andcustomers are going to recognize
(05:59):
that and they're not going tofeel nearly as connected to you.
So don't rush out your content.
Make sure that you are spendingtime posting rather than, you
know, just throwing stuff outthere.
If you're spending more timeposting than actually building
your business, that's going tobe another sign of burning out.
To avoid burning out, make sureto try to find the right
(06:22):
platform for you.
Consider your strengths.
That's one of the things thatwe do.
We know what we're not good at,right.
We know we're not good atcreating short form video.
We are not on TikTok for thatreason.
We got on there very briefly,we it was.
It's learning a new technology,right?
(06:43):
They don't all operate the sameand in fact, they all seem to
change very consistently.
One day, it is all aboutposting reels on Instagram and
then it's stories.
Sometimes you can link things,sometimes you can't.
Sometimes you need to havemultiple images in a carousel,
sometimes it's only just oneimage, sometimes it's a video.
(07:04):
So it's always going to beevolving and changing, so it is
good to stay on top of the trend.
Look around, see what others inthe space are doing.
If there are other candlebusinesses that you kind of want
to emulate, that you drawinspiration from how they're
operating, go and see whatthey're doing.
Go and see what thosebusinesses that actually have a
(07:25):
budget to put towards marketingthey may, in fact, have a whole
brand team, a whole marketingdivision of their business.
Go and see what they're doing,because they're going to have
experts in those particularareas that we can kind of learn
off of and piggyback off ofthose ideas and turn that into
inspiration for us within ourown business.
(07:45):
So that's what I woulddefinitely recommend doing.
So consider what your strengthsare.
Are you good at doing videos?
Do you enjoy doing videos?
So, if you are.
Tiktok is fantastic for that.
Blue Sky is for those that wantto go in depth with engaging
and having conversations withpeople.
Instagram is really good forthe image post.
(08:06):
It's all about the imagery onthere, right?
We're scrolling and we're notreading nearly as much on
Instagram as we are viewing,whether it's an image or a video
.
And then Facebook is kind oflike that original, it's like
that OG of social media where itis still very, very popular.
It's.
You know, it's losing a littlebit of traction just because
other social medias are takingsome traction away from it,
(08:30):
which it's a competitive space.
That's going to happen, but Iabsolutely don't see it going
anywhere.
They have the money, the funds,to make sure that they're
staying on top of everything.
Quite frankly, if they areworried about losing steam,
that's what they end up doing isthey'll buy another company,
right?
Instagram was purchased byFacebook back in the day.
(08:52):
Threads was purchased byFacebook now, so they will buy
out the competitors and then tryto make it to the best that
they can while keeping us insideof this meta world.
Okay, so consider our strengths.
You know, if you like video,stick with video If you, you
know, and stick to the TikToks.
I mean, if you want to go longform, youtube isn't necessarily
(09:13):
a selling platform or engagingwith customers necessarily.
So I wouldn't consider YouTubea place to try and operate your
social media for your channelbusiness, a place to try and
operate your social media foryour candle business.
Now we have a YouTube channelfor our Garcinet Beacon Candle
Company brand, but that's justto host some videos that we
actually put onto our Shopifystore, right Onto our website.
(09:36):
We have a video header and itneeds to live somewhere, so
we'll throw it out there onYouTube just for that reason.
But we are not attempting tosolicit new business or engage
with our candle brand out onYouTube.
Again, we do Facebook.
That is where our customer is.
We have to think about whereour audience is.
So that's what we want toconsider our strengths.
(09:59):
If you're good at video,tiktok's great.
If you like to write, facebookis good.
Threads is good.
If you are all about theimagery, if you have a fantastic
looking brand, you can doInstagram really, really well.
We do okay across our socialmedia.
I don't think that we're greatat any of it.
So we aren't the experts increating content.
(10:21):
We know what to create, we knowhow to create it, but there is
going to be that time factorthat we'll talk about that here
in a little bit.
So think about where youraudience is.
Who is your audience?
If you don't know who youraudience is, we need to pause
and we need to back up and thinkwho are we making candles for?
Are you making candles for acustomer that ideally would be
(10:46):
on TikTok and those trendingtype of platforms?
Or, like us, we know where ourcustomer is.
Our customer is Facebook.
It's a little older demographic.
They've been around for a while.
As far as on social media goes,the demographics of Facebook
and even Instagram are an olderdemographic than some of the new
players in the space.
(11:07):
So just keep that in mind, divein and figure out who your
customer is, because if youdon't know who your customer is,
you know you're not going to beable to know how to find them.
Pinterest is a new platform.
It's not a new platform, butmore and more businesses are
finding opportunity out onPinterest.
So, depending on who yourcustomer is, pinterest could be
(11:28):
a fantastic opportunity for you.
So think about your customer.
Where are your customers mostlikely hanging out?
And, in fact, just ask yourcustomer, ask your whether
you're out of markets, whetheryou already have an email
addresses being collected or not.
Ask your customer where are you, where are you hanging out at?
(11:48):
Pull them, see what they tellyou.
Where are they coming from Ifyou have a Google Analytics.
So right now, if you're on toomany platforms and you're not
sure which ones to cut out, butyou're feeling overwhelmed and
you know you want to cut out, goand look at your Google
Analytics and see where is yourwebsite's traffic coming from
(12:09):
most.
Is it from your posts on TikTokor on Instagram or Facebook,
pinterest?
Where are they coming from?
To where they're landing onyour website?
That's how you're going to knowwhere the majority of your
customers are at least engaging.
That's how you're going to knowwhere the majority of your
customers are at least engaging.
It's one thing to post on, say,tiktok, and get tons of views
(12:29):
and likes and shares, and I seepeople mention that they've
received over like a millionviews.
One of their videos has goneviral.
Well, that's fantastic, that'sawesome, that's super exciting,
but is it resulting in anythingfor your business?
And that's what's fantastic,that's awesome, like that's
super exciting, but is itresulting in anything for your
(12:50):
business?
And that's what's key Is it arethey liking and sharing it?
Or are they liking, sharing itand actually going and checking
out your website?
Because that is what's going tobe important.
You know, just going viral it'skind of like doing press and PR.
We we, we talk inside of theinner circle, our community,
about how to get press and howto get PR and and we share the
stories and the examples and theactual emails, like how we got
into Oprah daily and how we gotinto a parade magazine recently
(13:14):
and then how we get like justlocal news coverage all the time
.
And are you doing it to goviral?
Are we doing it to share andsay, hey, look, I got into this
magazine, or is getting intothat magazine actually driving
business to our website andgetting new customers into our
space?
That's the ultimate goal, right?
(13:35):
We're running a business here.
We need to sell candles.
So make sure that the socialmedia platform that you choose
to be on is one that the effortsthat you put into it is getting
customers out of it, right?
We can certainly grow ouraudience on TikToks or threads
or some of these newer I want tosay newer, even though they've
(13:56):
been around for several years asfar as TikTok goes.
But if it's not your customer,that's something to consider.
And if we're burning out fromsocial media we need to scale
back, then let's cut those outand let's focus just where they
are.
On the other hand, if you aremaking super trendy products
that do really really well onTikTok, then maybe Facebook
isn't a place that you need togo.
(14:17):
It is fascinating when you seesome of these brands, even the
difference between Instagram andFacebook.
Now, if you go to both of ourpages on Instagram and Facebook,
you're going to notice ourfollower account, our engagement
things like that are prettysimilar.
We're going to get about thesame amount of likes when we
(14:37):
make posts and engagementcomments and things on both of
those platforms.
But I will go and see otherbrands that they will have, you
know, a couple thousandfollowers on Facebook, but then
they'll have like a hundredthousand on Instagram because
they just do really really wellthere.
So lean into your strengths andcut out the ones that might not
(15:00):
be doing as well.
When you're feeling burnt outand you need to just scale back,
this needs to be manageable,not draining you.
So test them out If you'rebrand new.
If your brand is brand new.
Test it out.
You're not going to know untilyou give it a try.
So, if you have an idea ofwhere your customers are, give
it a try, see the results thatyou're getting, post on all of
(15:20):
them for a month, and then youcan go back and analyze that
data and say, hey, you know what?
We grew this much on thisplatform.
This many people liked,commented, engaged.
This many people liked,commented, engaged.
This many people clicked fromthis platform and went to our
website Again, because that'sultimately where we want them to
go.
So let's think about that, okay.
So now that we have the ideawhich platforms that we want to
(15:43):
be on whether you've decided onTikTok, facebook, instagram,
blue Sky Threads, pinterest,wherever you decided Now we have
to decide what to post, andthat is where a lot of us also
get hung up on.
We're posting about candles.
How many possible posts can wecreate about candles, right?
So we've actually broken thisdown into four different content
(16:04):
pillars for you.
In fact, you're gonna be ableto download this on our website
at candlebusinessprocom slashsocial media.
I have this guide out there foryou that you can download that
we've created.
It's completely free, so feelfree to go out and get that.
The link was also going to bein the show notes below so you
can go and click on that, go outthere and download that.
It's going to be completelyfree and in fact, I'm actually
(16:24):
going to include a contentcalendar.
So what we like to do is welike to batch our content for an
entire month.
Just go ahead and get it allmade and scheduled so that we
don't feel like we're rushing toget content out there.
So you can go out and downloadthat from us completely free.
Again, candlebusinessprocomslash social media and that can
be yours there.
So, again, it's going to be inthe show notes below as well.
(16:46):
So, all right.
What are the four differentcontent pillars?
So the first one is going to beinspirational content.
Now, this is going to becontent that emotionally
connects with your customers.
Share your why?
Share personal stories, behindthe scene moments or
encouragement.
Share that part of yourbusiness with your customers so
(17:09):
that it really connects withthem.
An example would be, let's say,a post about how candle making
has helped you through burnout,or how you were exhausted with
your nine to five job and thatyou got into candle making and
then you finally left that nineto five job, so that's going to
be something inspirational foryou to post.
Okay, so that's going to be thefirst content pillar.
(17:30):
The second content pillar isgoing to be education.
Teach your customers aboutsomething that they didn't know.
You need to position yourselfas an authority, as the expert
in candle making, so that theyknow when they need candles,
home fragrance products whetheryou're doing wax, smells, room
sprays, whatever you're makingthey know that there's going to
(17:50):
be quality behind it, that youare the expert.
So this is going to be thingsthat we're sharing, such as the
making sure that you're trimmingyour wick every time before you
light your candle how to avoidyour candle from tunneling right
.
That's a big common thing thathappens with a lot of candles.
Teach and educate yourcustomers on how to avoid these
things is going to positionyourself as the expert.
(18:10):
So that's is going to positionyourself as the expert.
So that's another way toposition yourself there.
Another one would be when you'reselecting a brand new scent.
Whenever you are getting, let'ssay, your fall line of candles
together and we know that, let'ssay, vanilla scents seem to be
really popular let's look andsee what all the different
(18:32):
suppliers are coming out withand you're going to find some
trends right.
Generally, the trends in thecandle space are going to follow
what is really popular in theperfume space right?
Anytime some of these topdesigners in the perfume space
come out with a new scent, youstart to see some very similar
or, in fact, dupes of thosescents in the candle fragrance
(18:53):
space.
Vanilla was popular this pastyear.
It's been really popular.
So it's been popular in theperfume space and it's again
popular in the candle fragranceoil space.
So I know that this coming fall, vanilla scented candles are
going to be really popular.
So I can make content posts onsocial media about that, about
(19:14):
how vanilla is going to be hotfor the season and some
different blends that I'm tryingto create for them now.
That's also going to createanticipation for them when they
see oh, you are the expert inthis.
You know that vanilla is goingto be trendy and you are already
blending different vanillascents together to see what you
can come up with.
I'm starting to get excitedabout this and it's months away,
(19:37):
but we are posting contentthat's positioning us as the
expert in the space.
So that is this second contentpillar, which is education.
So the next content pillar isgoing to be informational.
This is the information that wewant to share about our
products.
Hey, they're coming, they arein the process of being made and
then, when they are released,we're selling it.
We are posting about thisconsistently when we are in that
(19:59):
selling phase.
And that is informationalcontent.
We want to decide on a launchdate.
Then you want to work backwards, you want to have a tease phase
, you want to have a prep phase,you want to have a planning
phase and you can shareinformation with your customers
about all of these differentphases of your launch.
So, in fact, inside of theinner circle, we actually just
(20:20):
did a workshop on planning outyour product launches for the
entire year, for all yourseasonal candles, for all of
your one-offs which is going tobe like your Mother's Day, your
Valentine's Day, a Halloweencandle, july 4th candle, all of
those one-offs, all of ourseasonals, all of our candles of
the month.
We actually did a wholeworkshop on how to plan
(20:41):
everything out so you knowexactly what to be doing in your
business, on what date.
And what we do is we decide onthat launch date and then you
work backwards and again you gothrough that the teasing phase,
the prep phase, the planningphase, the strategy phase, all
of those areas.
You can be sharing content withyour customers and this is
gonna be that informationalcontent.
(21:01):
You know, our fireside bourboncandle is back.
It'll be here on Friday.
That would be an informationalpost.
And then, when it goes on sale,and then whenever you're
running a sale or you're runninga promotion, think.
And then when it goes on sale,and then whenever you're running
a sale or you're running apromotion, think Black Friday,
cyber Monday, those type ofthings.
Those are going to be thoseinformational content pieces
that we got to share with ourcustomers.
Now the last one is going to becultural.
(21:23):
Let your audience get to knowyou and your brand on a human
level.
Share some behind the scenesthat this is your life, that
this is your work, this is yourpride, this is your pride, this
is your joy.
An example would be share areel of you labeling your
candles while you're watching TVat night with your family,
letting them know hey, like thisis a home-based business and
(21:45):
this is reality, this is my life.
Like you know, this is my prideand joy.
I'm spending time with myfamily.
I'm helping.
You know, I'm getting theminvolved, but I'm also running
this business to put thesefantastic candles into the hands
of my customers.
So letting them know the realyou I often will share, because
we're posting all the time fromour store and how much we're
(22:07):
working and we're creating newproducts and how we're serving
our customers.
I also want to share a littlebit of hey, we took the weekend
off.
Hey, we went on vacation.
Sharing things about yourpersonal life with your
customers is going to make themfeel more connected.
So that would be the fourthpillar of content is going to be
that cultural content.
(22:27):
So I would highly recommenddoing that.
It puts a person behind thebusiness.
Another example that I alwayswant to share with people and
hope what they'll do is on yourwebsite, make sure that you have
an about us section and it hasa picture of you, of you making
candles or of you in a hobby.
(22:49):
That when they see this photo,they know who they're buying
from, that you're not justanother candle brand out there.
That you're not just trying totake money and sell them
something, that you are a human,you are doing this and they
will know who they're supporting.
Then they want to feelconnected with who they're
spending their money with, andyou're going to be able to do
(23:11):
all of this through thesecultural content posts Right now
.
So let's talk about some of theexamples that we run in our
business.
Okay, so we post consistently toFacebook and Instagram.
Like I said, we tried TikTok.
That just wasn't our thing, andit's also not where our
customer is Now.
Are we losing out on sales?
(23:32):
We possibly are losing out on alittle bit of sales by not
being on TikTok, not being on Xor threads or any of that, but
there's also an energy levelthat we are conserving.
We can only do so much, and sowe have to be mindful about
where we're at Again.
So, circling back to what wespoke about earlier, be mindful
(23:53):
of where you are at and what youhave the capacity to do.
Don't feel like you have to beeverywhere.
Try all the platforms, figureout what you like, what you
don't like, but there's going tobe some things that you want to
track.
So let's talk about what weshould track versus just being
everywhere.
Or, if you're going to beeverywhere, if you're just
(24:14):
starting out and you're justsaying, hey, you know what,
sebastian, I don't know who mycustomer really is.
I think I have this niche, butI'm not quite sure where they're
hanging out at.
Okay, then let's spend the nextmonth posting on all the
platforms that you can handle,but let's make sure that we
analyze the data afterwards.
(24:34):
So use the content calendarthat I'm giving to you for free
Again, that's atcanadabusinessprocom.
Slash social media.
Go and get that contentcalendar.
Plan out your entire month ofposts, post those on all the
platforms, and then let's lookat the data.
Let's see what are theengagement rates, the likes, the
saves, the shares, the datalet's see what are the
engagement rates, the likes, thesaves, the shares, the comments
(24:55):
.
See what, where it's workingand where it's not working out.
Ok, so then you're going toknow where am I going to focus
more attention to.
Oh, let's keep feeding intowhere it's working.
If you can continue to post onmultiple platforms when you
really don't know where yourcustomer is, sure, do that, but
(25:16):
you're going to get to a pointwhere you're not going to be
able to post on all of them,because what's going to happen
is when you see the engagement.
Let's, for an example, let'ssee what the engagement is on
Instagram and you're getting youknow, multiple likes and
comments and shares of whatyou're posting there, instead of
using energy out on TikTok orFacebook or another platform
(25:37):
where you're not getting anyengagement.
You want to use the place thatyou're getting the engagement
and double down on that and keepposting there more and more and
more, because that's what isdrawing that.
You're connecting with someonethere, right?
Again, every platform is usedby a different demographic.
There's going to be somecrossover, but there's going to
(25:57):
be a lot of differences betweenthe people on the different
platforms.
If you ask someone whatplatform you're on, they're
generally not going to say I'mon all seven or eight of them,
right?
They're going to be like I'm alittle bit here, I'm a little
bit here, but I'm mainly here.
That mainly here.
That's where we want to be, ifthat's our customer.
So check the engagement rate.
(26:17):
Whatever the highest platformsengagement rates are.
Again, that's going to be yourlikes, your saves, your shares,
your comments.
If you are using the metaplatforms.
So you're using Instagram,facebook.
They have the business managerout there, the business suite,
they call it now I believe theyhave a whole professional
dashboard in there.
They tell you what's working,they tell you what to do more of
(26:41):
.
They will literally say hey,you should post more of this.
Hey, you have not shared a reelthis week.
Post a reel.
They will tell you what to do,which is going to feed right
back into their algorithm andget your post in front of more
people.
So let them guide you.
It's fantastic that they havethat now.
They've really come around andhave really started giving us.
(27:04):
It used to be a secret.
You used to try all differenttypes of things and you would
just kind of have to figure outwhy it worked.
Was it because I was doing thisin the video or was it because
I was doing that?
Now Instagram will, andFacebook, together inside of the
business suite, will tell youwhat they want you to do.
As far as you're supposed tostory, you're supposed to reel,
you should post on Facebook.
You haven't done that in awhile.
(27:25):
You should add more people toyour business page from your
friend page Like.
It will tell you what to and itwill also show you charts of
what's working well, so diveinto that.
I imagine that Pinterest,tiktok, the blue sky, the
threads, all of those will alsogive you some very similar
(27:45):
engagement rates in detail.
So check that and look at that.
Also, look and see again onyour Google Analytics If you
have that set up.
If you don't, I highlyrecommend doing it.
It's very easy If you're usingShopify, under Shopify or just
in the top of Shopify, in alittle search bar in the middle
of the back end.
There, if you just type inGoogle, it'll pull up Google's
(28:06):
platform and you can make surethat you can connect your Google
Analytics that way.
So I'm not going to go intodetails on how to do that.
Sure that you can connect yourGoogle Analytics that way.
So I'm not going to go intodetails on how to do that
because it's always changing.
But you can certainly searchthat also here on YouTube if you
want.
But inside of your Shopify itwill have the step-by-step
direction on how to do that.
If you connect your GoogleAnalytics to your website which
(28:26):
you definitely should, becauseyou want to track not only what
I'm about to discuss, but alsoyou want to track how your SEO
and things are working, whatkind of organic posts or
searches are leading to yourwebsite so making sure Google
Analytics is set up, then youcan see where people are coming
from.
When I go and look at my GoogleAnalytics, I can see oh, this
(28:48):
amount of people came to mywebsite from Facebook so they
saw a post on Facebook.
They clicked on it.
It took them to my website.
This of people came to mywebsite from Facebook so they
saw a post on Facebook.
They clicked on it.
It took them to my website.
This many people came from thisplatform.
So it's really important tohave that set up so that you can
look at the data.
I know some of us aren't biginto data, but if you don't look
at the data, you won't knowwhat's working or what's not
working.
And then you're just going tocontinuously and aimlessly post
(29:12):
on all eight platforms, right?
What if you could go from eightplatforms down to two and
actually end up having moresales because you have more
energy to put into just thosetwo platforms?
So that's why I would love foryou to do this.
So the last thing I want totalk about when it comes to
social media in this episode isthat social media is a great
(29:36):
discovery tool.
It is a fantastic way to getnew people to discover your
brand, to start to follow you,to start to fall in love with
you and your brand and then tobecome customers.
But the goal is to build arelationship off of the platform
.
Let me say that again, the goalis to build a relationship off
(30:02):
off of that social mediaplatform.
Whether they're finding you onInstagram or Facebook or TikTok
or Pinterest or blue sky or nomatter what the platform is, the
ultimate goal that we shouldall have is to go deeper with
them off of the platform, and wedo this by collecting their
(30:26):
email addresses.
So an email address list, anemail list, is something that
you own, not the social mediaplatform.
The algorithms are alwayschanging on social media.
In fact, like I said, instagramand Facebook is where we are
posting.
That is where our customer is.
But even now, it's very toughfor our posts to get in front of
(30:51):
our customers unless we want toput a little bit of money
behind boosting them right,because they want.
That's how they make.
Money is off of ads, and so weare a business, we have a
business page.
They want us to run businessads to get our posts in front of
more people.
Even our own people aren'tseeing our posts.
(31:14):
It's one thing to take a look at, no matter what platform you're
on.
When you look at how many ofyour followers are actually
seeing your posts, that'll kindof open our eyes up to what
these social media platforms aredoing.
For an example, we have, let'ssay, 3,000 people that follow us
on Facebook.
When I make a post and I looknow, not every post is going to
(31:37):
land with your customer.
That's why I encourage you todo an entire month worth of
posts out there.
And again, you can get thatsocial media content planner out
on our website atcandlebusinessprocom, slash
social media or in the notesbelow.
Just click on that.
Do your post for an entiremonth and then see which posts
are working, so you're going toknow what is connecting with
(31:58):
your customers.
But still look at those postsversus how many people are
already following you.
We'll have, let's say, as anexample, 3,000 people following
us, so 3,000 people areinterested in our brand.
Hopefully they are customers orthey're going to become
customers.
When I make a post, 100, 200,maybe 300, which would be 10% of
(32:21):
3,000 people end up actuallyseeing that post, whether it's
the time of day or whether it isthe time of day or whether it
is the actual content itself.
Did I do a video versus just anormal image post?
Was it a lot of content?
Was there a lot of textinvolved in that You're going to
want to analyze all that andsee what's working, what's not
working.
But even whatever's working thebest, you're still going to see
(32:41):
that only a fraction of yourfollowers tend to see them, and
that's because they want us tospend money on ads.
So think about that and realizethat, hey, if I want to connect
at a much higher percentagewith these customers, I want to
have their email address.
I want to be able to email andconnect and stay in touch with
(33:05):
them.
No matter what the social mediaplatform does, you might end up
getting your account banned onaccident.
On Facebook or Instagram or, Iguess, any of them, tiktok, any
of them you can get your accountbanned on accident.
We've all heard nightmarestories about how, just all of a
sudden, it just went away.
It just went away.
I couldn't log in anymore.
It just disappeared.
(33:25):
There's some malfunction andit's gone.
What are you going to do If youdon't have these people's email
address?
You're not going to be able tocontinue the conversation with
them.
So I encourage everyone to startan email list, whether you are
out selling at markets, whetheryou're doing fundraisers or
you're on social media.
Get them off of social mediaonto your website to collect
(33:50):
their email address.
So make sure that you have apop-up or some other mechanism
in place to collect their emails.
Now I go deeper in that andother videos on what works on
your website and what doesn't.
You got to make sure it'ssomething that's going to be
appealing for them.
But collecting email addressesand being able to stay in
contact with your customer offof social media is going to be
appealing for them.
But collecting email addressesand being able to stay in
contact with your customer offof social media is going to be
(34:10):
huge.
I can't stress that enough.
You want to get email addresses.
Make that your priority.
One last thing I want to mentionabout email addresses is when
we need an influx of cash intoour candle business.
We need, hey, we have this bigexpense, we need to buy new
computers.
(34:30):
Or, hey, our melters went out,we got to buy something right,
or we just haven't run apromotion in a while and we want
to have that injection of cashcome into our business.
We're going to post on socialmedia, of course, all of our
sales that we're going to do andthe promotions we're going to.
Of course, we're going to postthose on social media, but we're
also sending emails out for allthe stuff that we're doing and
(34:52):
it tracks on our emails what theresults are right.
So I know if I need to put anextra 500 to a thousand dollars
into my business today, theeasiest and most effective way
for me to do that is going to beto send an email out.
If I send an email out to myemail list today saying, hey,
(35:13):
one day, only 25% off storewide,I am going to get quite a few
orders.
Now, if I go and post that onsocial media, there's going to
be some people that are going tosee it.
But again, 10% of people aregoing to maybe that follow my
page are going to see that post.
So unless I'm going to put somead spend behind that post, not
nearly everyone's going to seeit.
So I'm not going to get nearlythe results that I will when I
(35:37):
send out email.
So that should be.
Our ultimate goal is to collectpeople's email addresses.
As we wrap up this episode, Iwant to challenge you let's,
this week, choose one platformand let's focus on just that
platform this week.
Let's commit to showing up withintention.
That means planning out ourpost, scheduling our post and
(35:58):
then posting them, and notrushing and doing those last
minute like happens to the bestof us, right?
So try posting from each ofthose four pillars that we
discussed today so that you havevariety and you're not
stressing about what to post.
Go and download that socialmedia content calendar and the
PDF with the four pillars atcandlebusinessprocom slash
(36:21):
social media.
And if you want extra support,you want strategy, you want
accountability, come join us inthe inner circle that's at
candlebusinessprocom slash innercircle.
Again, you can get all of thisin the show notes below.
Thanks for listening andremember it's not about doing it
all, it's about doing whatmatters most with the time and
energy that we have.
(36:42):
Thank you so much.
Take care.
Are you trying to post on Instagram, tiktok,
facebook, pinterest, possiblyThreads X, blue Sky, maybe even
YouTube, and you're stillwondering why you're burned out
and not seeing results in yourcandle business?
The truth is, more platformsdoesn't equal more success.
Today, I'm giving youpermission to simplify and focus
, and I'll explain why less ismore when it comes to social
(00:25):
media.
Now stick around to the end andI'm gonna give you something
that will make creating andtracking your social media
results a breeze.
Hey everyone, it's SebastianGarznett here, the co-founder of
(00:46):
Garznit Beacon Candle Companyand the founder of Candle
Business Pro, where we helpcandle makers go pro.
So today we are going to talkabout in this episode, social
media.
Now social media.
I used to love.
I used to be on I'm agingmyself now.
I used to be on MySpace wherewe had our top eight friends.
Now, I used to be on MySpacewhere we had our top eight
friends.
Then I graduated on to Facebook, when you used to actually have
(01:07):
to have a college login,college email, to have a login
on Facebook, and then they openit up to the public several
years later.
I remember when social media wasfun.
In fact, social media used tobe my calendar.
I used to go to social media tosee what events are coming up
this week, this weekend, thismonth, and I would plan
(01:28):
accordingly around there.
We would have, you know,college parties and we would
have invites on there.
Our family groups would be onthere so we would know when we
were doing family activities,reunions, things like that.
And then businesses started tocome onto social media and then
work functions.
So we would have work functionsthat would have an invite.
We would send that out toanyone that was following the
(01:52):
page that was employees.
We would have different groups,things like that, on social
media.
Now, facebook was obviously thebig one after MySpace is no
longer around.
Many of you may not even knowwhat MySpace is, but it is no
longer around.
And now we have Facebook andInstagram.
We have TikTok, we have Twitterthat turned into X.
(02:12):
We have Blue Sky, which is nowcompeting with X.
Pinterest is another one thatwe sometimes we don't think
about as social media, but thereis a lot of engagement out
there.
You even have YouTube.
You have YouTube, you havepodcasts.
All of these are mediaplatforms for us to engage on,
and this is where businesses arenow starting to connect with
(02:36):
their customers and theirpotential clients.
That's why we're seeing the adson all of these platforms now,
as we're scrolling, we'regetting so many ads in our feeds
, and that is because it hasbecome such a huge way for
businesses to get new customers.
So today I want to talk aboutwhy being everywhere isn't
(02:59):
helping to grow your business.
Now, if you are one that has alot of time on your hand and you
want to attempt to be on allthe different platforms, I would
still recommend starting withonly a couple.
When you're dividing your time,your energy and your creativity
across too many channels,you're not being consistent
(03:22):
where it matters most, and beingconsistent matters more than
just being present.
So it's not about I need tojust go and post everywhere
because I haven't posted in acouple of days.
So let me hurry up, let mecreate something and throw it
out there on all the platforms.
The algorithms are going toreward depth and engagement far
(03:44):
more than just your scatteredpost.
We've been at this for threeyears now and we see when we
just throw something out thereonto the platforms and then we
feel good Like okay, we got oneout, so now we've got, you know,
another 72 hours, another threedays, before we have to post
again.
So we're caught up right Ourengagement on those posts,
(04:07):
because our effort isn't inthere, because we're not putting
enough time and energy intocreating quality posts.
So the engagement is really low, the likes are low, the
comments are really low, theshares are really low.
So if that is happening, thenit's not doing anything to grow
our business.
So I highly highly recommendscaling way back on social media
(04:30):
.
Most customers are only goingto follow you on one, two
platforms.
Maybe they're definitely notgoing to be on all four or five.
It's just not necessary becauseyour customers aren't going to
be there.
So one of the things that wewant to make sure to avoid is
burning out from overposting.
So not only when we're rushedor feeling like we're really
(04:51):
behind.
We're just throwing content outthere that ends up not being
engaged, worthy, where thealgorithm is not going to reward
us, but your content will benoticeably forced or noticeably
rushed.
We see now where people areusing ChatGPT, which I'm a big
fan of ChatGPT.
It can really help our businessgrow.
(05:13):
Automation, I think, isfantastic, but we see too many
people now you can see the signswhere they had ChatGPT or AI
create their social media posts,posts, and they didn't put
their spin on it to make it feellike themselves.
You see the same words in a lotof Instagram, facebook, social
media posts.
You see a lot of emojis and alot of these posts.
(05:36):
You see, right now the hotthing is that the M dash and N
dash which are those littlethings that they're the dashes,
that kind of look like longhyphens, and that is a thing
that AI, chatgpt specifically,is putting in a lot of their
results.
So now you're seeing this ineveryone's feed to where you
know.
Oh, chatgpt wrote that andcustomers are going to recognize
(05:59):
that and they're not going tofeel nearly as connected to you.
So don't rush out your content.
Make sure that you are spendingtime posting rather than, you
know, just throwing stuff outthere.
If you're spending more timeposting than actually building
your business, that's going tobe another sign of burning out.
To avoid burning out, make sureto try to find the right
(06:22):
platform for you.
Consider your strengths.
That's one of the things thatwe do.
We know what we're not good at,right.
We know we're not good atcreating short form video.
We are not on TikTok for thatreason.
We got on there very briefly,we it was.
It's learning a new technology,right?
(06:43):
They don't all operate the sameand in fact, they all seem to
change very consistently.
One day, it is all aboutposting reels on Instagram and
then it's stories.
Sometimes you can link things,sometimes you can't.
Sometimes you need to havemultiple images in a carousel,
sometimes it's only just oneimage, sometimes it's a video.
(07:04):
So it's always going to beevolving and changing, so it is
good to stay on top of the trend.
Look around, see what others inthe space are doing.
If there are other candlebusinesses that you kind of want
to emulate, that you drawinspiration from how they're
operating, go and see whatthey're doing.
Go and see what thosebusinesses that actually have a
(07:25):
budget to put towards marketingthey may, in fact, have a whole
brand team, a whole marketingdivision of their business.
Go and see what they're doing,because they're going to have
experts in those particularareas that we can kind of learn
off of and piggyback off ofthose ideas and turn that into
inspiration for us within ourown business.
(07:45):
So that's what I woulddefinitely recommend doing.
So consider what your strengthsare.
Are you good at doing videos?
Do you enjoy doing videos?
So, if you are.
Tiktok is fantastic for that.
Blue Sky is for those that wantto go in depth with engaging
and having conversations withpeople.
Instagram is really good forthe image post.
(08:06):
It's all about the imagery onthere, right?
We're scrolling and we're notreading nearly as much on
Instagram as we are viewing,whether it's an image or a video
.
And then Facebook is kind oflike that original, it's like
that OG of social media where itis still very, very popular.
It's.
You know, it's losing a littlebit of traction just because
other social medias are takingsome traction away from it,
(08:30):
which it's a competitive space.
That's going to happen, but Iabsolutely don't see it going
anywhere.
They have the money, the funds,to make sure that they're
staying on top of everything.
Quite frankly, if they areworried about losing steam,
that's what they end up doing isthey'll buy another company,
right?
Instagram was purchased byFacebook back in the day.
(08:52):
Threads was purchased byFacebook now, so they will buy
out the competitors and then tryto make it to the best that
they can while keeping us insideof this meta world.
Okay, so consider our strengths.
You know, if you like video,stick with video If you, you
know, and stick to the TikToks.
I mean, if you want to go longform, youtube isn't necessarily
(09:13):
a selling platform or engagingwith customers necessarily.
So I wouldn't consider YouTubea place to try and operate your
social media for your channelbusiness, a place to try and
operate your social media foryour candle business.
Now we have a YouTube channelfor our Garcinet Beacon Candle
Company brand, but that's justto host some videos that we
actually put onto our Shopifystore, right Onto our website.
(09:36):
We have a video header and itneeds to live somewhere, so
we'll throw it out there onYouTube just for that reason.
But we are not attempting tosolicit new business or engage
with our candle brand out onYouTube.
Again, we do Facebook.
That is where our customer is.
We have to think about whereour audience is.
So that's what we want toconsider our strengths.
(09:59):
If you're good at video,tiktok's great.
If you like to write, facebookis good.
Threads is good.
If you are all about theimagery, if you have a fantastic
looking brand, you can doInstagram really, really well.
We do okay across our socialmedia.
I don't think that we're greatat any of it.
So we aren't the experts increating content.
(10:21):
We know what to create, we knowhow to create it, but there is
going to be that time factorthat we'll talk about that here
in a little bit.
So think about where youraudience is.
Who is your audience?
If you don't know who youraudience is, we need to pause
and we need to back up and thinkwho are we making candles for?
Are you making candles for acustomer that ideally would be
(10:46):
on TikTok and those trendingtype of platforms?
Or, like us, we know where ourcustomer is.
Our customer is Facebook.
It's a little older demographic.
They've been around for a while.
As far as on social media goes,the demographics of Facebook
and even Instagram are an olderdemographic than some of the new
players in the space.
(11:07):
So just keep that in mind, divein and figure out who your
customer is, because if youdon't know who your customer is,
you know you're not going to beable to know how to find them.
Pinterest is a new platform.
It's not a new platform, butmore and more businesses are
finding opportunity out onPinterest.
So, depending on who yourcustomer is, pinterest could be
(11:28):
a fantastic opportunity for you.
So think about your customer.
Where are your customers mostlikely hanging out?
And, in fact, just ask yourcustomer, ask your whether
you're out of markets, whetheryou already have an email
addresses being collected or not.
Ask your customer where are you, where are you hanging out at?
(11:48):
Pull them, see what they tellyou.
Where are they coming from Ifyou have a Google Analytics.
So right now, if you're on toomany platforms and you're not
sure which ones to cut out, butyou're feeling overwhelmed and
you know you want to cut out, goand look at your Google
Analytics and see where is yourwebsite's traffic coming from
(12:09):
most.
Is it from your posts on TikTokor on Instagram or Facebook,
pinterest?
Where are they coming from?
To where they're landing onyour website?
That's how you're going to knowwhere the majority of your
customers are at least engaging.
That's how you're going to knowwhere the majority of your
customers are at least engaging.
It's one thing to post on, say,tiktok, and get tons of views
(12:29):
and likes and shares, and I seepeople mention that they've
received over like a millionviews.
One of their videos has goneviral.
Well, that's fantastic, that'sawesome, that's super exciting,
but is it resulting in anythingfor your business?
And that's what's fantastic,that's awesome, like that's
super exciting, but is itresulting in anything for your
(12:50):
business?
And that's what's key Is it arethey liking and sharing it?
Or are they liking, sharing itand actually going and checking
out your website?
Because that is what's going tobe important.
You know, just going viral it'skind of like doing press and PR.
We we, we talk inside of theinner circle, our community,
about how to get press and howto get PR and and we share the
stories and the examples and theactual emails, like how we got
into Oprah daily and how we gotinto a parade magazine recently
(13:14):
and then how we get like justlocal news coverage all the time
.
And are you doing it to goviral?
Are we doing it to share andsay, hey, look, I got into this
magazine, or is getting intothat magazine actually driving
business to our website andgetting new customers into our
space?
That's the ultimate goal, right?
(13:35):
We're running a business here.
We need to sell candles.
So make sure that the socialmedia platform that you choose
to be on is one that the effortsthat you put into it is getting
customers out of it, right?
We can certainly grow ouraudience on TikToks or threads
or some of these newer I want tosay newer, even though they've
(13:56):
been around for several years asfar as TikTok goes.
But if it's not your customer,that's something to consider.
And if we're burning out fromsocial media we need to scale
back, then let's cut those outand let's focus just where they
are.
On the other hand, if you aremaking super trendy products
that do really really well onTikTok, then maybe Facebook
isn't a place that you need togo.
(14:17):
It is fascinating when you seesome of these brands, even the
difference between Instagram andFacebook.
Now, if you go to both of ourpages on Instagram and Facebook,
you're going to notice ourfollower account, our engagement
things like that are prettysimilar.
We're going to get about thesame amount of likes when we
(14:37):
make posts and engagementcomments and things on both of
those platforms.
But I will go and see otherbrands that they will have, you
know, a couple thousandfollowers on Facebook, but then
they'll have like a hundredthousand on Instagram because
they just do really really wellthere.
So lean into your strengths andcut out the ones that might not
(15:00):
be doing as well.
When you're feeling burnt outand you need to just scale back,
this needs to be manageable,not draining you.
So test them out If you'rebrand new.
If your brand is brand new.
Test it out.
You're not going to know untilyou give it a try.
So, if you have an idea ofwhere your customers are, give
it a try, see the results thatyou're getting, post on all of
(15:20):
them for a month, and then youcan go back and analyze that
data and say, hey, you know what?
We grew this much on thisplatform.
This many people liked,commented, engaged.
This many people liked,commented, engaged.
This many people clicked fromthis platform and went to our
website Again, because that'sultimately where we want them to
go.
So let's think about that, okay.
So now that we have the ideawhich platforms that we want to
(15:43):
be on whether you've decided onTikTok, facebook, instagram,
blue Sky Threads, pinterest,wherever you decided Now we have
to decide what to post, andthat is where a lot of us also
get hung up on.
We're posting about candles.
How many possible posts can wecreate about candles, right?
So we've actually broken thisdown into four different content
(16:04):
pillars for you.
In fact, you're gonna be ableto download this on our website
at candlebusinessprocom slashsocial media.
I have this guide out there foryou that you can download that
we've created.
It's completely free, so feelfree to go out and get that.
The link was also going to bein the show notes below so you
can go and click on that, go outthere and download that.
It's going to be completelyfree and in fact, I'm actually
(16:24):
going to include a contentcalendar.
So what we like to do is welike to batch our content for an
entire month.
Just go ahead and get it allmade and scheduled so that we
don't feel like we're rushing toget content out there.
So you can go out and downloadthat from us completely free.
Again, candlebusinessprocomslash social media and that can
be yours there.
So, again, it's going to be inthe show notes below as well.
(16:46):
So, all right.
What are the four differentcontent pillars?
So the first one is going to beinspirational content.
Now, this is going to becontent that emotionally
connects with your customers.
Share your why?
Share personal stories, behindthe scene moments or
encouragement.
Share that part of yourbusiness with your customers so
(17:09):
that it really connects withthem.
An example would be, let's say,a post about how candle making
has helped you through burnout,or how you were exhausted with
your nine to five job and thatyou got into candle making and
then you finally left that nineto five job, so that's going to
be something inspirational foryou to post.
Okay, so that's going to be thefirst content pillar.
(17:30):
The second content pillar isgoing to be education.
Teach your customers aboutsomething that they didn't know.
You need to position yourselfas an authority, as the expert
in candle making, so that theyknow when they need candles,
home fragrance products whetheryou're doing wax, smells, room
sprays, whatever you're makingthey know that there's going to
(17:50):
be quality behind it, that youare the expert.
So this is going to be thingsthat we're sharing, such as the
making sure that you're trimmingyour wick every time before you
light your candle how to avoidyour candle from tunneling right
.
That's a big common thing thathappens with a lot of candles.
Teach and educate yourcustomers on how to avoid these
things is going to positionyourself as the expert.
(18:10):
So that's is going to positionyourself as the expert.
So that's another way toposition yourself there.
Another one would be when you'reselecting a brand new scent.
Whenever you are getting, let'ssay, your fall line of candles
together and we know that, let'ssay, vanilla scents seem to be
really popular let's look andsee what all the different
(18:32):
suppliers are coming out withand you're going to find some
trends right.
Generally, the trends in thecandle space are going to follow
what is really popular in theperfume space right?
Anytime some of these topdesigners in the perfume space
come out with a new scent, youstart to see some very similar
or, in fact, dupes of thosescents in the candle fragrance
(18:53):
space.
Vanilla was popular this pastyear.
It's been really popular.
So it's been popular in theperfume space and it's again
popular in the candle fragranceoil space.
So I know that this coming fall, vanilla scented candles are
going to be really popular.
So I can make content posts onsocial media about that, about
(19:14):
how vanilla is going to be hotfor the season and some
different blends that I'm tryingto create for them now.
That's also going to createanticipation for them when they
see oh, you are the expert inthis.
You know that vanilla is goingto be trendy and you are already
blending different vanillascents together to see what you
can come up with.
I'm starting to get excitedabout this and it's months away,
(19:37):
but we are posting contentthat's positioning us as the
expert in the space.
So that is this second contentpillar, which is education.
So the next content pillar isgoing to be informational.
This is the information that wewant to share about our
products.
Hey, they're coming, they arein the process of being made and
then, when they are released,we're selling it.
We are posting about thisconsistently when we are in that
(19:59):
selling phase.
And that is informationalcontent.
We want to decide on a launchdate.
Then you want to work backwards, you want to have a tease phase
, you want to have a prep phase,you want to have a planning
phase and you can shareinformation with your customers
about all of these differentphases of your launch.
So, in fact, inside of theinner circle, we actually just
(20:20):
did a workshop on planning outyour product launches for the
entire year, for all yourseasonal candles, for all of
your one-offs which is going tobe like your Mother's Day, your
Valentine's Day, a Halloweencandle, july 4th candle, all of
those one-offs, all of ourseasonals, all of our candles of
the month.
We actually did a wholeworkshop on how to plan
(20:41):
everything out so you knowexactly what to be doing in your
business, on what date.
And what we do is we decide onthat launch date and then you
work backwards and again you gothrough that the teasing phase,
the prep phase, the planningphase, the strategy phase, all
of those areas.
You can be sharing content withyour customers and this is
gonna be that informationalcontent.
(21:01):
You know, our fireside bourboncandle is back.
It'll be here on Friday.
That would be an informationalpost.
And then, when it goes on sale,and then whenever you're
running a sale or you're runninga promotion, think.
And then when it goes on sale,and then whenever you're running
a sale or you're running apromotion, think Black Friday,
cyber Monday, those type ofthings.
Those are going to be thoseinformational content pieces
that we got to share with ourcustomers.
Now the last one is going to becultural.
(21:23):
Let your audience get to knowyou and your brand on a human
level.
Share some behind the scenesthat this is your life, that
this is your work, this is yourpride, this is your pride, this
is your joy.
An example would be share areel of you labeling your
candles while you're watching TVat night with your family,
letting them know hey, like thisis a home-based business and
(21:45):
this is reality, this is my life.
Like you know, this is my prideand joy.
I'm spending time with myfamily.
I'm helping.
You know, I'm getting theminvolved, but I'm also running
this business to put thesefantastic candles into the hands
of my customers.
So letting them know the realyou I often will share, because
we're posting all the time fromour store and how much we're
(22:07):
working and we're creating newproducts and how we're serving
our customers.
I also want to share a littlebit of hey, we took the weekend
off.
Hey, we went on vacation.
Sharing things about yourpersonal life with your
customers is going to make themfeel more connected.
So that would be the fourthpillar of content is going to be
that cultural content.
(22:27):
So I would highly recommenddoing that.
It puts a person behind thebusiness.
Another example that I alwayswant to share with people and
hope what they'll do is on yourwebsite, make sure that you have
an about us section and it hasa picture of you, of you making
candles or of you in a hobby.
(22:49):
That when they see this photo,they know who they're buying
from, that you're not justanother candle brand out there.
That you're not just trying totake money and sell them
something, that you are a human,you are doing this and they
will know who they're supporting.
Then they want to feelconnected with who they're
spending their money with, andyou're going to be able to do
(23:11):
all of this through thesecultural content posts Right now
.
So let's talk about some of theexamples that we run in our
business.
Okay, so we post consistently toFacebook and Instagram.
Like I said, we tried TikTok.
That just wasn't our thing, andit's also not where our
customer is Now.
Are we losing out on sales?
(23:32):
We possibly are losing out on alittle bit of sales by not
being on TikTok, not being on Xor threads or any of that, but
there's also an energy levelthat we are conserving.
We can only do so much, and sowe have to be mindful about
where we're at Again.
So, circling back to what wespoke about earlier, be mindful
(23:53):
of where you are at and what youhave the capacity to do.
Don't feel like you have to beeverywhere.
Try all the platforms, figureout what you like, what you
don't like, but there's going tobe some things that you want to
track.
So let's talk about what weshould track versus just being
everywhere.
Or, if you're going to beeverywhere, if you're just
(24:14):
starting out and you're justsaying, hey, you know what,
sebastian, I don't know who mycustomer really is.
I think I have this niche, butI'm not quite sure where they're
hanging out at.
Okay, then let's spend the nextmonth posting on all the
platforms that you can handle,but let's make sure that we
analyze the data afterwards.
(24:34):
So use the content calendarthat I'm giving to you for free
Again, that's atcanadabusinessprocom.
Slash social media.
Go and get that contentcalendar.
Plan out your entire month ofposts, post those on all the
platforms, and then let's lookat the data.
Let's see what are theengagement rates, the likes, the
saves, the shares, the datalet's see what are the
engagement rates, the likes, thesaves, the shares, the comments
(24:55):
.
See what, where it's workingand where it's not working out.
Ok, so then you're going toknow where am I going to focus
more attention to.
Oh, let's keep feeding intowhere it's working.
If you can continue to post onmultiple platforms when you
really don't know where yourcustomer is, sure, do that, but
(25:16):
you're going to get to a pointwhere you're not going to be
able to post on all of them,because what's going to happen
is when you see the engagement.
Let's, for an example, let'ssee what the engagement is on
Instagram and you're getting youknow, multiple likes and
comments and shares of whatyou're posting there, instead of
using energy out on TikTok orFacebook or another platform
(25:37):
where you're not getting anyengagement.
You want to use the place thatyou're getting the engagement
and double down on that and keepposting there more and more and
more, because that's what isdrawing that.
You're connecting with someonethere, right?
Again, every platform is usedby a different demographic.
There's going to be somecrossover, but there's going to
(25:57):
be a lot of differences betweenthe people on the different
platforms.
If you ask someone whatplatform you're on, they're
generally not going to say I'mon all seven or eight of them,
right?
They're going to be like I'm alittle bit here, I'm a little
bit here, but I'm mainly here.
That mainly here.
That's where we want to be, ifthat's our customer.
So check the engagement rate.
(26:17):
Whatever the highest platformsengagement rates are.
Again, that's going to be yourlikes, your saves, your shares,
your comments.
If you are using the metaplatforms.
So you're using Instagram,facebook.
They have the business managerout there, the business suite,
they call it now I believe theyhave a whole professional
dashboard in there.
They tell you what's working,they tell you what to do more of
(26:41):
.
They will literally say hey,you should post more of this.
Hey, you have not shared a reelthis week.
Post a reel.
They will tell you what to do,which is going to feed right
back into their algorithm andget your post in front of more
people.
So let them guide you.
It's fantastic that they havethat now.
They've really come around andhave really started giving us.
(27:04):
It used to be a secret.
You used to try all differenttypes of things and you would
just kind of have to figure outwhy it worked.
Was it because I was doing thisin the video or was it because
I was doing that?
Now Instagram will, andFacebook, together inside of the
business suite, will tell youwhat they want you to do.
As far as you're supposed tostory, you're supposed to reel,
you should post on Facebook.
You haven't done that in awhile.
(27:25):
You should add more people toyour business page from your
friend page Like.
It will tell you what to and itwill also show you charts of
what's working well, so diveinto that.
I imagine that Pinterest,tiktok, the blue sky, the
threads, all of those will alsogive you some very similar
(27:45):
engagement rates in detail.
So check that and look at that.
Also, look and see again onyour Google Analytics If you
have that set up.
If you don't, I highlyrecommend doing it.
It's very easy If you're usingShopify, under Shopify or just
in the top of Shopify, in alittle search bar in the middle
of the back end.
There, if you just type inGoogle, it'll pull up Google's
(28:06):
platform and you can make surethat you can connect your Google
Analytics that way.
So I'm not going to go intodetails on how to do that.
Sure that you can connect yourGoogle Analytics that way.
So I'm not going to go intodetails on how to do that
because it's always changing.
But you can certainly searchthat also here on YouTube if you
want.
But inside of your Shopify itwill have the step-by-step
direction on how to do that.
If you connect your GoogleAnalytics to your website which
(28:26):
you definitely should, becauseyou want to track not only what
I'm about to discuss, but alsoyou want to track how your SEO
and things are working, whatkind of organic posts or
searches are leading to yourwebsite so making sure Google
Analytics is set up, then youcan see where people are coming
from.
When I go and look at my GoogleAnalytics, I can see oh, this
(28:48):
amount of people came to mywebsite from Facebook so they
saw a post on Facebook.
They clicked on it.
It took them to my website.
This of people came to mywebsite from Facebook so they
saw a post on Facebook.
They clicked on it.
It took them to my website.
This many people came from thisplatform.
So it's really important tohave that set up so that you can
look at the data.
I know some of us aren't biginto data, but if you don't look
at the data, you won't knowwhat's working or what's not
working.
And then you're just going tocontinuously and aimlessly post
(29:12):
on all eight platforms, right?
What if you could go from eightplatforms down to two and
actually end up having moresales because you have more
energy to put into just thosetwo platforms?
So that's why I would love foryou to do this.
So the last thing I want totalk about when it comes to
social media in this episode isthat social media is a great
(29:36):
discovery tool.
It is a fantastic way to getnew people to discover your
brand, to start to follow you,to start to fall in love with
you and your brand and then tobecome customers.
But the goal is to build arelationship off of the platform
.
Let me say that again, the goalis to build a relationship off
(30:02):
off of that social mediaplatform.
Whether they're finding you onInstagram or Facebook or TikTok
or Pinterest or blue sky or nomatter what the platform is, the
ultimate goal that we shouldall have is to go deeper with
them off of the platform, and wedo this by collecting their
(30:26):
email addresses.
So an email address list, anemail list, is something that
you own, not the social mediaplatform.
The algorithms are alwayschanging on social media.
In fact, like I said, instagramand Facebook is where we are
posting.
That is where our customer is.
But even now, it's very toughfor our posts to get in front of
(30:51):
our customers unless we want toput a little bit of money
behind boosting them right,because they want.
That's how they make.
Money is off of ads, and so weare a business, we have a
business page.
They want us to run businessads to get our posts in front of
more people.
Even our own people aren'tseeing our posts.
(31:14):
It's one thing to take a look at, no matter what platform you're
on.
When you look at how many ofyour followers are actually
seeing your posts, that'll kindof open our eyes up to what
these social media platforms aredoing.
For an example, we have, let'ssay, 3,000 people that follow us
on Facebook.
When I make a post and I looknow, not every post is going to
(31:37):
land with your customer.
That's why I encourage you todo an entire month worth of
posts out there.
And again, you can get thatsocial media content planner out
on our website atcandlebusinessprocom, slash
social media or in the notesbelow.
Just click on that.
Do your post for an entiremonth and then see which posts
are working, so you're going toknow what is connecting with
(31:58):
your customers.
But still look at those postsversus how many people are
already following you.
We'll have, let's say, as anexample, 3,000 people following
us, so 3,000 people areinterested in our brand.
Hopefully they are customers orthey're going to become
customers.
When I make a post, 100, 200,maybe 300, which would be 10% of
(32:21):
3,000 people end up actuallyseeing that post, whether it's
the time of day or whether it isthe time of day or whether it
is the actual content itself.
Did I do a video versus just anormal image post?
Was it a lot of content?
Was there a lot of textinvolved in that You're going to
want to analyze all that andsee what's working, what's not
working.
But even whatever's working thebest, you're still going to see
(32:41):
that only a fraction of yourfollowers tend to see them, and
that's because they want us tospend money on ads.
So think about that and realizethat, hey, if I want to connect
at a much higher percentagewith these customers, I want to
have their email address.
I want to be able to email andconnect and stay in touch with
(33:05):
them.
No matter what the social mediaplatform does, you might end up
getting your account banned onaccident.
On Facebook or Instagram or, Iguess, any of them, tiktok, any
of them you can get your accountbanned on accident.
We've all heard nightmarestories about how, just all of a
sudden, it just went away.
It just went away.
I couldn't log in anymore.
It just disappeared.
(33:25):
There's some malfunction andit's gone.
What are you going to do If youdon't have these people's email
address?
You're not going to be able tocontinue the conversation with
them.
So I encourage everyone to startan email list, whether you are
out selling at markets, whetheryou're doing fundraisers or
you're on social media.
Get them off of social mediaonto your website to collect
(33:50):
their email address.
So make sure that you have apop-up or some other mechanism
in place to collect their emails.
Now I go deeper in that andother videos on what works on
your website and what doesn't.
You got to make sure it'ssomething that's going to be
appealing for them.
But collecting email addressesand being able to stay in
contact with your customer offof social media is going to be
appealing for them.
But collecting email addressesand being able to stay in
contact with your customer offof social media is going to be
(34:10):
huge.
I can't stress that enough.
You want to get email addresses.
Make that your priority.
One last thing I want to mentionabout email addresses is when
we need an influx of cash intoour candle business.
We need, hey, we have this bigexpense, we need to buy new
computers.
(34:30):
Or, hey, our melters went out,we got to buy something right,
or we just haven't run apromotion in a while and we want
to have that injection of cashcome into our business.
We're going to post on socialmedia, of course, all of our
sales that we're going to do andthe promotions we're going to.
Of course, we're going to postthose on social media, but we're
also sending emails out for allthe stuff that we're doing and
(34:52):
it tracks on our emails what theresults are right.
So I know if I need to put anextra 500 to a thousand dollars
into my business today, theeasiest and most effective way
for me to do that is going to beto send an email out.
If I send an email out to myemail list today saying, hey,
(35:13):
one day, only 25% off storewide,I am going to get quite a few
orders.
Now, if I go and post that onsocial media, there's going to
be some people that are going tosee it.
But again, 10% of people aregoing to maybe that follow my
page are going to see that post.
So unless I'm going to put somead spend behind that post, not
nearly everyone's going to seeit.
So I'm not going to get nearlythe results that I will when I
(35:37):
send out email.
So that should be.
Our ultimate goal is to collectpeople's email addresses.
As we wrap up this episode, Iwant to challenge you let's,
this week, choose one platformand let's focus on just that
platform this week.
Let's commit to showing up withintention.
That means planning out ourpost, scheduling our post and
(35:58):
then posting them, and notrushing and doing those last
minute like happens to the bestof us, right?
So try posting from each ofthose four pillars that we
discussed today so that you havevariety and you're not
stressing about what to post.
Go and download that socialmedia content calendar and the
PDF with the four pillars atcandlebusinessprocom slash
(36:21):
social media.
And if you want extra support,you want strategy, you want
accountability, come join us inthe inner circle that's at
candlebusinessprocom slash innercircle.
Again, you can get all of thisin the show notes below.
Thanks for listening andremember it's not about doing it
all, it's about doing whatmatters most with the time and
energy that we have.
(36:42):
Thank you so much.
Take care.
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