April 25, 2025 • 23 mins
In this episode of The Socialize Strategy, Helen kicks off what she’s calling Part One of the Small Business Series, dropping essential social media tips for small business owners. Whether you're strapped for time, creatively blocked, or just unsure where to start, Helen’s got real talk, relatable examples, and honest advice to help you level up your content game—without burning out.
Plus, don’t miss her hilarious (and painful) “unsponsored by” review of TikTok-famous Crocs. Spoiler: it didn’t end well for her feet.
📌 Topics Covered:
1. Unsponsored Buy: Crocs Edition 👟
- The allure of TikTok’s viral Crocs
- Comfort level: ✅
- Style: Meh 😬
- Blister count: High 🩹
- Verdict: Proceed with caution
2. Free Workshop Announcement 🎓
- When: TODAY @ 4 PM ET
- Topic: Deep dive into small biz content creation
- Where: [Link in show notes – Replay available if missed]
- Learn how to work content into your day without burning out!
- REGISTER TO JOIN FREE
3. Helen’s Upcoming Trip to Jamaica 🇯🇲
- Speaking at a long-awaited conference
- Virtual retreat access available : CLICK HERE TO JOIN
- She’s planning to record from Jamaica next week—stay tuned!
📲 Small Biz Social Strategy Breakdown:
📹 Video is King
- Static posts won’t drive new reach
- Video content is the discovery tool—embrace it!
🚀 Start Small, Then Scale
- Pick 1–2 platforms to focus on
- TikTok is not just for Gen Z—Helen’s stats prove it
- Don’t try to be everywhere at once!
🧠 Work With What You’ve Got
- Create content while doing business
- Document, don’t over-produce
- Got a team? Bring their personalities in!
🎯 Sell Less, Connect More
- Educate, entertain, and inspire—don’t hard sell
- Save product mentions or CTAs for the end of videos
- Use your content to showcase transformation, not just the product
🎥 Feel Camera-Shy?
- Talk to the camera like it's a friend
- Or pretend you're on a Zoom—whatever gets you creating!
🧩 Stay Consistent, Not Constant
- No need for daily posts—3x/week is enough
- Prioritize quality and value over quantity
🔧 Tools & Support Mentioned:
✨ Helen’s Content Studio
- Weekly 10–15 min lessons
- Beginner + advanced options
- Includes challenges + community Zoom calls
- Try it free for 7 days → Join the Studio
📚 Additional Links:
- 👉 Free Workshop Sign-Up / Replay Access
- 🌴 Virtual Conference Retreat – Join from Anywhere
- 💌 Helen's Weekly Newsletter Sign-Up
🎤 Quote of the Episode:
"You have to do what you're gonna actually be able do. If you're too nervous to talk to the camera, you're never gonna do it. So figure out what you can do consistently—and do that." – Helen
💌 Stay Connected:
- Instagram: @hellosocialize
- TikTok: @hellosocialize
- Website: hellosocialize.com
🎧 Tune in next week from Jamaica! Helen's
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Helen (00:00):
Welcome to The Socialize Strategy. Happy Friday. What a
(00:03):
stunning day and week we've hadhere in New York City. It has
been just blue skies andbeautiful. It makes you want to
smile all day long.
Well, I'm going to kick off thisone by saying you might wanna
consider this podcast part oneof the small business series
because if you're around and itis still Friday when you're
listening to this, thisafternoon, I am having a
(00:23):
workshop for small businesses,and it's a free workshop. And
I'm going to dive deeper intothe things that I'm gonna talk
about here. So right now, I'mgonna give you a lot of the top
line thinking as small businessand marketing, and with my
expertise from marketing andproduction and my years in the
business, I have so much more Iwanna add. So I'm having a
workshop for small businessesspecifically this afternoon at
(00:47):
4PM eastern time. So dependingon when you're listening to this
podcast, that is Friday, 4PMeastern time.
And the link will be in the shownotes, so you can jump over
there and join us. And if youmiss this and you're listening
to this later and you miss theworkshop opportunity, there is a
replay. All you need to do iseither respond to the
newsletter, drop a comment here,or if you've signed up, you'll
(01:09):
get the replay automatically. Sowhenever you're listening, if
you ever hear about theseworkshops, signing up is a
really good thing because youalways will automatically get
the replay. All right, before Iget into the small business
tips, let me kick off withunsponsored buy for today.
I was influenced and I purchasedsomething that I saw again and
again on my feed on TikTok and Iwas like, okay, this has me
(01:29):
written all over it. I even sentit to Julie to say, what do you
think of these? And she said,they're very you. I bought the
Crocs. I bought the comfy Crocs.
And because I don't ever buythings in ones, I bought two. I
bought these too. So I boughtthe flatter ones and the healed
ones. And I said, if they'reCrocs, they're gonna be
(01:50):
comfortable because I thinkthat's what they're, you know,
they're regular Crocs, wheneveryou put them on, even though
they're ugly as hell, and I hatewearing them personally. I don't
even own any.
But I know the comfort of theCroc. So I've tried them on and
I know it's real. And I seenurses and people who are on
their feet all day wearing them,so I'm like, I believe. I'm a
believer. Let me tell you thetruth about these because I put
(02:10):
them on and I'm like, Ugh.
True to form, Crocs comfortable.They slip right on. They're
comfy. I actually had to sizedown because my feet are narrow,
so my regular size was a littleloose. So I did order two sets,
and then I sent the bigger onesback.
And I kept these and I worethem. I want to say there is a
downside because the bottom,comfy great. The top that
(02:35):
touches around your toes andyour feet, they don't have this
perfected yet. Okay? Thisplastic, hard, I have blisters
on my feet.
I can't even wear them. I cannotwear them until the blisters
heal. And then I'm going to trythem again because I've worn
them so I can't return them.Although maybe I can because
they don't even look worn. Butthey're hurt.
My point here is my unsponsoredbuy for today is do not
(02:58):
necessarily get sucked into thisthinking Crocs, it's going to be
great, it's going to becomfortable. I had a blister on
this part of my foot. I had ablister on my pinky toe here.
These I tried and I got theblister here. Okay?
So if you're thinking aboutbuying these, I'm here to tell
you the truth that they may feelcomfortable at first and you
might get lulled into the senseof, Yo, delicious, comfort. And
(03:21):
then you'll walk a few blocksand something will be rubbing
and they don't have it figuredout. And I'm so sorry. The end.
Onward, let's talk about, oh,two things before I leave you,
before I get into the topic.
One is that the link obviouslyto sign up for later today is
here. The second thing is I amgoing to Jamaica next week.
(03:42):
Finally, I will be speaking atthat conference that has been
looming for days, for months,almost a year. I think I joined,
I think I agreed to do this ayear ago, and it is finally
here. So I'm leaving onWednesday heading to Jamaica,
but if you have any interest injoining the virtual retreat
version, so they do have avirtual option where you can
join the sessions and learn fromthe sessions virtually.
(04:06):
So I'm putting that link as wellhere. So if you have any
interest in doing the virtualjoining thing, there's I think
there's gonna be a lot to belearned on that on that retreat.
I'm really excited about it. AndI looked at the schedule and I
actually have little pockets offree time, so I know I'm going
to enjoy it as well. Alright,let's get on to small business
tips for small businesses onsocial media.
And obviously there wellobviously I'll start with I
(04:29):
think all small businesses needto not put their head in the
sand and realize they do have tobe on social media. But a lot of
brands don't have the time todedicate to it, they don't have
the resources, they don't havethe knowledge, and so it just
becomes a very big frustration.And the things that I will look
at social media and think areperfectly normal, how do the
people not know this? And then Irealize they're just so far from
(04:49):
it, and they only know what theysee when they scroll, they don't
even understand it from astrategic standpoint. So I want
to talk about that today.
And I'm going to kick off withsomething that's not even
mentioned in the newsletterfirst, and that is you really
need to understand that videocontent is where it's at. You
can put static posts up. You cantry do carousels, and fill some
(05:12):
of them will hit, and you'll getsome you'll get some traction.
But likely that is tractionthat's gonna come from your
existing followers. That's notgoing to help you get in front
of new audiences.
In general, on any of theplatforms, it's not a lead
unless you're on a static firstplatform, which I don't even
think there are any anymore.Maybe Lemonade, maybe Pinterest,
(05:33):
I don't even know if you'd callthose static first. But the
point is that video is whereit's at now, so you've got to
just think that you're going toembrace it and you're going to
figure it out. And we're goingto make that very easy for you.
So let me move through thepoints now.
As a small business, you mightfeel pressured to be on every
platform. You need to be onYouTube, you need to be on
Facebook, you need to be onInstagram, you need to be on
YouTube Shorts, you need to beon TikTok. And that is
(05:57):
terrifying. There's actually aSeinfeld meme type video that's
going around where Seinfeld'slooking at George and then
saying, what are we doing? Howdid we get here?
What are we doing? And it's andthe caption is two real estate
brokers trying to figure outsocial media. And that really
hit home when I saw it because Irealized that that's the huge
problem that everyone's havingis that they just don't know
(06:18):
what to do or how they got hereor how to approach it. And if
they and they immediately thinkthey have to be on every single
social media platform. And thatis not necessarily the case.
Now with that said, you mightwant to really think about where
your audience is. And it used tobe that you'd say from a
demographic standpoint, oh,we're going go over to Facebook
and we're going get the olderpeople. We're gonna go to
(06:39):
Instagram. We're gonna getmillennials. We're gonna go to
TikTok and we're gonna look atthe Gen Z.
And now, obviously more thanever, we're seeing that shift in
where TikTok has taken overevery generation. And so even
though you think, even now youmight still think, mostly
younger people are over there.I'm here to tell you, no, no,
no. There are so many, so manyolder people over there. My
(07:04):
demographic on my account aloneis, I want to say 50% is over
50.
I mean, this is a huge, and Ihave a million followers, right?
So 50% of that, that's a lot ofpeople that are older. So you
can't sit here and think, Oh myGod, my people are just going be
on Facebook because they'regrandmas. Because in fact, a lot
of 50 and 60 and older peopleare grandparents already. So,
(07:27):
you know, that's what I have tosay about that.
So you've gotta think, is youraudience and I will sometimes
think, this is crazy, but I'mgoing to say it, the super older
senior citizen people, likewe're talking 80, 80 plus, those
are the ones that are almostlike stuck on Facebook and
(07:48):
scared to do something else. Andthere's that is a definite
smaller demographic over onTikTok. So if your demographic
is really, and I don't even wantto say senior citizens because
then I sit here and realize I amone because I don't consider
myself one. But I think of myparents. So my mom only knows
Facebook.
That's where she's at. She cankind of figure out Instagram. So
(08:09):
the point is, if you're,depending on, if you're going
after a more of a 80 crowd, yes,of course, maybe consider
Facebook first. But if you'reconsidering a 50 crowd or even
40 or whatever, you really haveto just decide what platform you
feel that you want to lean onand you feel like you you can be
(08:30):
most successful at. And that'swhere you lean.
And then you put your contentelsewhere as you have the
bandwidth to do so. So just, youknow, and no one's gonna say to
you, oh, if you're once youstart on Facebook, you can't do
Instagram. Or once you startFacebook, you can't do
Instagram, or once you start onInstagram, there's no point in
going on TikTok. You can alwaysadd a new one on once you get
your rhythm going. So pick one,maybe two, where you wanna start
(08:54):
if they're and and feelcomfortable.
And then as soon as you get tothat point, you might say, Oh,
it's going to take me five moreminutes to learn YouTube Shorts
now. I can figure that out. Orwhatever. So you'll be able to
evolve. But the key thing islearning how to make that video
content.
Making the video content is thathurdle. And that's what I'm
gonna talk about how I can helpyou with that. Alright. So the
next thing is to focus oncreating fun, easy, and
(09:17):
inspiring content so that it'snot going to completely take you
out. It shouldn't be, a constantflow of sales videos like TV
commercials.
It shouldn't be constantly,sales y type content like that.
It really is more fun to do moreoff the cuff, behind the scenes,
things like that. But if vlogsare too much for you, if it's
(09:37):
too much work and you're notexperienced enough in editing
and you think, I just thinkvlogs are just too much effort
for me, then do somethingsimpler. Do something where
you're just sitting at your deskand you set up a camera and
you're telling a story about acustomer experience. Simple
thing.
This just happened to me. Ithought I'd share it. Just like
that. And you just tell it likeyou're telling it to one person.
(09:59):
That's one way to do it.
Another way to do it is set thecamera up. This is kind of a
funny thing. I don't recommendthis necessarily, but setting
the camera up, if you don't feelcomfortable talking to the
camera, maybe pretend you're ona meeting. Maybe pretend you're
on a phone call and talking tosomeone on a Zoom. And maybe
that's how you make your pointif you're more comfortable doing
that.
You can actually get somebody onanother, on a Zoom, and you can
(10:19):
talk to them. And maybe that'show you're relaying your
customer experience and it's notdirectly to the camera. Do I
recommend that? No. I recommendyou speak to the camera because
I think that's more engaging andmore of making more of a
connection with your audience.
But my point is you have to dowhat you're gonna do. If it's
like, I can't speak to thecamera. I'm too nervous. I'm too
stressed. Then you're nevergonna do it.
(10:40):
So you've gotta figure out, sowhat are you gonna do? What can
you do that you can doconsistently? And that's what
you should be doing. So it'slike you have to work within
yourself. When I work withprivate clients, I don't come
with a form and I say, Here'syour formula.
I go in and I think like, okay,well what do you enjoy doing?
What kind of content do you likemaking? Do you feel comfortable
talking to the camera? How doesthat feel for you? Do you like
(11:03):
the sound of your voice or doesthat freak you out?
Like all of these things add upto what's gonna make them more
comfortable. And a client Iworked with recently, said, you
know, she's in a certain area ofcontent. And I said, you know,
how do you feel about speakingto the camera? And she likes it
except she doesn't wanna do itwithout a filter because she
doesn't like to look at herself.Or and I said, well, you don't
(11:24):
have to look at yourself.
You should look at the camera.You should look up. But still,
she doesn't like to then seeherself on video without a
filter on. And that bothers her.So listen, you have to do what
makes you feel comfortable doingit.
And that's the only way you'regoing to do it. So as a business
owner, you've got to think, Whatcan I do? What can I do quickly?
What can I do consistently? Andwhat's not going to take me out
(11:44):
of my business too long?
And you're going to set a timeand you're going to decide.
Okay? That's that. The nextthing is to incorporate those
tasks into incorporate thecontent into already existing
tasks. So what are the thingsthat are the course of your day
and how can you work that intocontent?
And I'm going to tell yousomething funny. I went to an
(12:06):
event recently, and I talkedabout this in my studio, so
sorry if you guys are listeningagain. But I went, I had no
intention of posting a videoabout this event. I was for an
agency I work with, and I said,oh, I'm gonna go and I'm gonna
enjoy, and I'm not gonna reallyI don't need to post anything.
And except I wanted to do likeone little video with the
founder the owner of thecompany.
So I had planned that. I waslike, I'm gonna pick a song and
I'm gonna see if I can get herto just do a little something
(12:29):
something with me. And I did getthat content. But during the
course of the night, when I wastalking to other people and I
was, know, the conversation cameup, who are you? Oh, I shoot
TikToks for them because that'swhat they hire me for.
And they were like, oh, you'reon TikTok. And so of course I
had my phone out. And I wassaying, yeah, you know, just
shoot little, I shoot things ofmy life. And so I picked up my
phone and I shot some things to,in conversation to explain to
(12:50):
these people that I was talkingto that I like to shoot and view
my life through the lens of acamera. And so I view events
through the lens of the camera.
I see it that way and that's howI enjoy things. So my point is,
if you can pick up your phoneand just kind of shoot something
quick, you will have somecontent. So if you're working
and you're packing an order andyou're getting frustrated and
(13:11):
you're dropping things, that'skind of funny. Set up a tripod,
okay? Put it in there and doyour thing, and then when things
drop and fall and things happen,you have some fun content.
And it's just already somethingyou were gonna be doing, so
you're not making extra work foryourself. All you're doing is
going, oh, I'm gonna just takefive minutes and capture this.
So maybe it's a strategy. Set analarm on your phone, ding ding
(13:34):
ding every hour. It will makeyou alert aware or alert that
you should shoot something.
And then you think, am I doingright now? Is this something I
could shoot? Yeah. You knowwhat? I'm gonna set up a camera
and I'm gonna do it.
But that's something I'm gonnatalk about this afternoon. So
the things that I learn as Iwork with clients on how to help
them work it into their day,those are the types of things I
keep track of, and that's anarsenal for me to help people to
(13:57):
make content creation easier. Sothis afternoon, if you can hop
on that call, you'll you'llyeah, workshop, you'll hear more
about that. Next up is to useyour team to bring personality
to your business and your page.And this is always tricky
because, well, a lot of peoplehave solo businesses, but a few
people have have, you know, evenme as a solo business owner, I
(14:18):
the FedEx guy comes, I know him,and so I'm like, maybe I'll make
some contact with the FedEx guy,you know.
Or when I'm running out to astore to pick up supplies and I
just might shoot something like,oh, I'm off to go pick up more
supplies or So there's there'sthings that even if you're a
solo business owner, you'reordering lunch, so maybe you can
film like your lunch deliverycoming in and you're gonna work
at your desk because you're sobusy today. There's lots of
(14:40):
things you can do that can bringpersonality to your page. You
can, if you have a team, caninterview them. I could easily
interview my FedEx guy. Likewho's your favorite person on
the route?
Of course, he's gonna say me. Ihope, but we do have fun. I love
my FedEx guy. Okay. So the nextthing is not to constantly try
and sell, sell, sell.
You have to really get creativewith the ways that you show your
(15:02):
business. Because if it's just asales approach, people don't
really want that. They don'twant to watch commercials
necessarily. Think about it theminute the DVR came, Zoop people
were zipping right through thosecommercials. So it's just tough.
It's tough to figure out how tonot be so sell y. And I will
just say based on my owncontent, from my own experience,
(15:24):
and I the only thing I reallyhave to sell is my services and
my time. So I don't sellproducts, but I sell, in a
sense, I sell my time because Ihave one on one session offers
and I have a studio offer. So Icould sit here and think, Oh, I
have to talk about my studioevery single day every single
video. But that would get quitemonotonous for my followers.
(15:45):
So instead of that, I findcontent that I can make that's
something I might want to teachin my studio, so that's twofold.
I'm learning something. I'mdoing something new. I'm doing
maybe a trend, and then maybeI'm making a tutorial for it.
And then it's something that itcan benefit my studio members.
So I still post content that'snot necessarily come and join my
(16:07):
studio. I don't say it. A lot oftimes I'll just show something
and I'll say if you want tolearn more things like this, I
have a studio. You know, you canget tips every week. And so it's
really working it into whateverit is your business is about.
I'm going use an example ofsomebody I worked with in a
private setting already who hasneti pots. If you know what neti
(16:28):
pots are, they are nasal rinsingpots. And when I first worked
with her, her team was reallyadvising her to do more, like
kind of I don't want to saysales y videos, but tip like
commercials. And she didn't feelit was right. She knew it didn't
feel right for her, and she wastrying to figure out how to work
around that.
And we discussed it a lot. Andit's like, if you can educate
(16:50):
your customers about the benefitfor them in doing the activity,
then they're going to need thepieces for the activity, and
then they'll find you to be theperson that they buy it from.
Okay, so for example, if she'steaching the benefits of nasal
rinsing versus buy my neti pot.Now, the benefits of nasal
(17:14):
rinsing are it's going to clearif you have allergies and you're
trying to clear your sinuses andyou're finding you don't want to
turn to medication and havethose squeezy nasal things going
all the time, this is a reallyhealthy, holistic way to handle
that. And that benefit is goingto appeal to people who don't
want to take medicines, do haveallergies, and may want to heal
(17:35):
themselves in a safer way.
So her educating about thatversus saying buy my neti pot or
here's what my neti pot does.She takes the neti pot out of
the equation altogether andshe's educating and teaching
about the process. And theprocess needs the product, but
she's not even necessarilyhaving to say that, and people
(17:57):
are gonna say, Oh, I gotta getone of those, that's really
smart. And then they'll maybe goto her profile and find out she
has them. Or at the end of hervideos, she has, know,
highlights the end of that thatthe product is available.
And that's the way I suggestlike because the person that
will watch your video to the endwill be your loyal customer most
likely. And those are the peoplethat then they'll know you're
(18:18):
gonna send them where to get theproduct. So you can save that
for the end so that you're notannoying your audience upfront
so that new people that come inaren't like put off immediately
by you trying to sell themsomething. But if you save your
call to action, your sales pitchfor the end of your video, your
loyal customer that yourpotential loyal customer, the
one that has stayed for the mostof your video, is most likely
(18:40):
going to be the one that buysfrom you. Whew.
That was a good way of sayingit, but it was a long way of
saying it. Typical. Typical ofme. I try to be short winded,
but I can't. All right.
Next. Focus on quantity. Sorry,backwards. Focus on quality over
quantity. And I think a lot ofsmall businesses think they have
to be like influencers.
And influencers are beingadvised to post three times a
(19:02):
day to get your audience excitedor keep your audience engaged.
And a small business does nothave to post three times a day.
And or it doesn't even have topost once a day. You can pick
three times a week. You justneed to be on a consistent
cadence of putting content outso that you might have something
hit.
So it's not about three times aday powering that content out.
(19:24):
Unless you have someone that cando it, me just say that. I'm
trying to make this asustainable thing for a small
business owner that doesn't havetime. If you have a team and you
want to keep them busy, makethem make content, pump it out
because that can't hurt. But ifyou are a solo business owner or
a small team business owner andyou don't have someone that can
sit there and be poweringcontent out every single day,
(19:46):
you have to do what's realistic.
Otherwise, you will fail becauseyou will stop doing it
altogether, and then you'll haveebbs and flows and ebbs and
flows when you get into it andthen when you fall off because
you're too busy, and then whenyou get into it and then when
you fall off when you're toobusy. So it's really better to
be consistent with less times aweek than trying to power out
content that's not even great,and you're trying to just power
(20:07):
it out to get more content outthere. Just take your time and
put good content out. You knowwhat I mean? Put good, valuable,
meaningful content out.
Content that you're proud of,that you can say, oh my god, it
was such a fun video. It'salways nice to watch your own
content and know that it was funand you enjoyed creating it.
Okay. The last thing I'm gonnasay is before I say to go to
(20:28):
come later to the to theworkshop when I get in deeper,
the last thing I'm going to sayis if you are looking for
support in your content creationjourney as a small business
owner, the way that Julie and Ihave put the studio together is
we give you the tools week toweek so that you don't have to
think. We're taking away thestress of the creative process
(20:49):
of, oh my gosh, what do I haveto do?
So we're giving you along withthe newsletter that you already
get, you have trends and contentideas, that's great. That's your
free newsletter. But in thestudio, week to week, you're
getting a challenge with alesson. So if you are
overwhelmed and you're like, ah,I just I can't I don't have the
time to sit and watch a two hourclass two hour class to learn
(21:10):
how to make videos, you don'thave to. Every week, you get a
ten to fifteen minute lesson onone new skill.
And think about it, you're justdoing one skill per week and
that will multiply on top ofeach other. So once you do that
one, the next one you'll tryanother. Each week, you're going
to increase your abilities. Andit's like atomic habits. If you
(21:33):
do something five minutes a day,eventually it becomes a habit.
If you do something once perweek consistently, learn
something, one small skill, allof those things will add up to
you knowing how to edit andknowing how to edit quickly. And
it gets easier the more you doit. So the repetitive nature of
being in the studio and gettinga lesson with a challenge and
(21:55):
then having a meeting thatfollows up, it always connects.
We have a lesson, a challenge,and a meeting. And the meeting
reviews the lesson and offersany support for questions that
you might have about the lesson,and it always provides more
information.
So we stay on one topic week toweek. It's like going to the gym
and you do leg day, and then youdo push day and pull day,
(22:17):
whatever it is. I'm on. I'mgoing to the gym right now, so
that's why it's on my mind. Butit's like week to week, my legs
are killing me right now, butnext week my legs aren't gonna
hurt as much because I willhave, you know, I've kind of
worked those muscles out, andI'm making them stronger.
So this week in the studio, wedid text, and we have it in
different levels. So if you're abeginner, you're just gonna
watch the beginner lesson and dothat. If you're more advanced,
(22:38):
you can watch it through theadvanced portion, and you can do
that. So it hits every level ofcreator. Okay.
That is my freaking sales pitchbecause if you haven't tried the
studio, seven days free and it'sworth it. We have so much fun in
there and everybody's learning.That's it for today. Have a
great weekend. I look forward toseeing you next Friday.
I wonder what I'm gonna betalking about unsponsored. I
(23:02):
will be in Jamaica recordingnext weekend, so that's gonna be
fun. At least I think I will,unless I can plan ahead. Not
likely. So whatever, I'll recordon the go.
Like I really do enjoy podcastson the go. It kind of makes for
a little a little interest and alittle something different.
Alright, have a great week. Havea great weekend and I'll see you
next Friday. Bye.
Welcome to The Socialize Strategy. Happy Friday. What a
(00:03):
stunning day and week we've hadhere in New York City. It has
been just blue skies andbeautiful. It makes you want to
smile all day long.
Well, I'm going to kick off thisone by saying you might wanna
consider this podcast part oneof the small business series
because if you're around and itis still Friday when you're
listening to this, thisafternoon, I am having a
(00:23):
workshop for small businesses,and it's a free workshop. And
I'm going to dive deeper intothe things that I'm gonna talk
about here. So right now, I'mgonna give you a lot of the top
line thinking as small businessand marketing, and with my
expertise from marketing andproduction and my years in the
business, I have so much more Iwanna add. So I'm having a
workshop for small businessesspecifically this afternoon at
(00:47):
4PM eastern time. So dependingon when you're listening to this
podcast, that is Friday, 4PMeastern time.
And the link will be in the shownotes, so you can jump over
there and join us. And if youmiss this and you're listening
to this later and you miss theworkshop opportunity, there is a
replay. All you need to do iseither respond to the
newsletter, drop a comment here,or if you've signed up, you'll
(01:09):
get the replay automatically. Sowhenever you're listening, if
you ever hear about theseworkshops, signing up is a
really good thing because youalways will automatically get
the replay. All right, before Iget into the small business
tips, let me kick off withunsponsored buy for today.
I was influenced and I purchasedsomething that I saw again and
again on my feed on TikTok and Iwas like, okay, this has me
(01:29):
written all over it. I even sentit to Julie to say, what do you
think of these? And she said,they're very you. I bought the
Crocs. I bought the comfy Crocs.
And because I don't ever buythings in ones, I bought two. I
bought these too. So I boughtthe flatter ones and the healed
ones. And I said, if they'reCrocs, they're gonna be
(01:50):
comfortable because I thinkthat's what they're, you know,
they're regular Crocs, wheneveryou put them on, even though
they're ugly as hell, and I hatewearing them personally. I don't
even own any.
But I know the comfort of theCroc. So I've tried them on and
I know it's real. And I seenurses and people who are on
their feet all day wearing them,so I'm like, I believe. I'm a
believer. Let me tell you thetruth about these because I put
(02:10):
them on and I'm like, Ugh.
True to form, Crocs comfortable.They slip right on. They're
comfy. I actually had to sizedown because my feet are narrow,
so my regular size was a littleloose. So I did order two sets,
and then I sent the bigger onesback.
And I kept these and I worethem. I want to say there is a
downside because the bottom,comfy great. The top that
(02:35):
touches around your toes andyour feet, they don't have this
perfected yet. Okay? Thisplastic, hard, I have blisters
on my feet.
I can't even wear them. I cannotwear them until the blisters
heal. And then I'm going to trythem again because I've worn
them so I can't return them.Although maybe I can because
they don't even look worn. Butthey're hurt.
My point here is my unsponsoredbuy for today is do not
(02:58):
necessarily get sucked into thisthinking Crocs, it's going to be
great, it's going to becomfortable. I had a blister on
this part of my foot. I had ablister on my pinky toe here.
These I tried and I got theblister here. Okay?
So if you're thinking aboutbuying these, I'm here to tell
you the truth that they may feelcomfortable at first and you
might get lulled into the senseof, Yo, delicious, comfort. And
(03:21):
then you'll walk a few blocksand something will be rubbing
and they don't have it figuredout. And I'm so sorry. The end.
Onward, let's talk about, oh,two things before I leave you,
before I get into the topic.
One is that the link obviouslyto sign up for later today is
here. The second thing is I amgoing to Jamaica next week.
(03:42):
Finally, I will be speaking atthat conference that has been
looming for days, for months,almost a year. I think I joined,
I think I agreed to do this ayear ago, and it is finally
here. So I'm leaving onWednesday heading to Jamaica,
but if you have any interest injoining the virtual retreat
version, so they do have avirtual option where you can
join the sessions and learn fromthe sessions virtually.
(04:06):
So I'm putting that link as wellhere. So if you have any
interest in doing the virtualjoining thing, there's I think
there's gonna be a lot to belearned on that on that retreat.
I'm really excited about it. AndI looked at the schedule and I
actually have little pockets offree time, so I know I'm going
to enjoy it as well. Alright,let's get on to small business
tips for small businesses onsocial media.
And obviously there wellobviously I'll start with I
(04:29):
think all small businesses needto not put their head in the
sand and realize they do have tobe on social media. But a lot of
brands don't have the time todedicate to it, they don't have
the resources, they don't havethe knowledge, and so it just
becomes a very big frustration.And the things that I will look
at social media and think areperfectly normal, how do the
people not know this? And then Irealize they're just so far from
(04:49):
it, and they only know what theysee when they scroll, they don't
even understand it from astrategic standpoint. So I want
to talk about that today.
And I'm going to kick off withsomething that's not even
mentioned in the newsletterfirst, and that is you really
need to understand that videocontent is where it's at. You
can put static posts up. You cantry do carousels, and fill some
(05:12):
of them will hit, and you'll getsome you'll get some traction.
But likely that is tractionthat's gonna come from your
existing followers. That's notgoing to help you get in front
of new audiences.
In general, on any of theplatforms, it's not a lead
unless you're on a static firstplatform, which I don't even
think there are any anymore.Maybe Lemonade, maybe Pinterest,
(05:33):
I don't even know if you'd callthose static first. But the
point is that video is whereit's at now, so you've got to
just think that you're going toembrace it and you're going to
figure it out. And we're goingto make that very easy for you.
So let me move through thepoints now.
As a small business, you mightfeel pressured to be on every
platform. You need to be onYouTube, you need to be on
Facebook, you need to be onInstagram, you need to be on
YouTube Shorts, you need to beon TikTok. And that is
(05:57):
terrifying. There's actually aSeinfeld meme type video that's
going around where Seinfeld'slooking at George and then
saying, what are we doing? Howdid we get here?
What are we doing? And it's andthe caption is two real estate
brokers trying to figure outsocial media. And that really
hit home when I saw it because Irealized that that's the huge
problem that everyone's havingis that they just don't know
(06:18):
what to do or how they got hereor how to approach it. And if
they and they immediately thinkthey have to be on every single
social media platform. And thatis not necessarily the case.
Now with that said, you mightwant to really think about where
your audience is. And it used tobe that you'd say from a
demographic standpoint, oh,we're going go over to Facebook
and we're going get the olderpeople. We're gonna go to
(06:39):
Instagram. We're gonna getmillennials. We're gonna go to
TikTok and we're gonna look atthe Gen Z.
And now, obviously more thanever, we're seeing that shift in
where TikTok has taken overevery generation. And so even
though you think, even now youmight still think, mostly
younger people are over there.I'm here to tell you, no, no,
no. There are so many, so manyolder people over there. My
(07:04):
demographic on my account aloneis, I want to say 50% is over
50.
I mean, this is a huge, and Ihave a million followers, right?
So 50% of that, that's a lot ofpeople that are older. So you
can't sit here and think, Oh myGod, my people are just going be
on Facebook because they'regrandmas. Because in fact, a lot
of 50 and 60 and older peopleare grandparents already. So,
(07:27):
you know, that's what I have tosay about that.
So you've gotta think, is youraudience and I will sometimes
think, this is crazy, but I'mgoing to say it, the super older
senior citizen people, likewe're talking 80, 80 plus, those
are the ones that are almostlike stuck on Facebook and
(07:48):
scared to do something else. Andthere's that is a definite
smaller demographic over onTikTok. So if your demographic
is really, and I don't even wantto say senior citizens because
then I sit here and realize I amone because I don't consider
myself one. But I think of myparents. So my mom only knows
Facebook.
That's where she's at. She cankind of figure out Instagram. So
(08:09):
the point is, if you're,depending on, if you're going
after a more of a 80 crowd, yes,of course, maybe consider
Facebook first. But if you'reconsidering a 50 crowd or even
40 or whatever, you really haveto just decide what platform you
feel that you want to lean onand you feel like you you can be
(08:30):
most successful at. And that'swhere you lean.
And then you put your contentelsewhere as you have the
bandwidth to do so. So just, youknow, and no one's gonna say to
you, oh, if you're once youstart on Facebook, you can't do
Instagram. Or once you startFacebook, you can't do
Instagram, or once you start onInstagram, there's no point in
going on TikTok. You can alwaysadd a new one on once you get
your rhythm going. So pick one,maybe two, where you wanna start
(08:54):
if they're and and feelcomfortable.
And then as soon as you get tothat point, you might say, Oh,
it's going to take me five moreminutes to learn YouTube Shorts
now. I can figure that out. Orwhatever. So you'll be able to
evolve. But the key thing islearning how to make that video
content.
Making the video content is thathurdle. And that's what I'm
gonna talk about how I can helpyou with that. Alright. So the
next thing is to focus oncreating fun, easy, and
(09:17):
inspiring content so that it'snot going to completely take you
out. It shouldn't be, a constantflow of sales videos like TV
commercials.
It shouldn't be constantly,sales y type content like that.
It really is more fun to do moreoff the cuff, behind the scenes,
things like that. But if vlogsare too much for you, if it's
(09:37):
too much work and you're notexperienced enough in editing
and you think, I just thinkvlogs are just too much effort
for me, then do somethingsimpler. Do something where
you're just sitting at your deskand you set up a camera and
you're telling a story about acustomer experience. Simple
thing.
This just happened to me. Ithought I'd share it. Just like
that. And you just tell it likeyou're telling it to one person.
(09:59):
That's one way to do it.
Another way to do it is set thecamera up. This is kind of a
funny thing. I don't recommendthis necessarily, but setting
the camera up, if you don't feelcomfortable talking to the
camera, maybe pretend you're ona meeting. Maybe pretend you're
on a phone call and talking tosomeone on a Zoom. And maybe
that's how you make your pointif you're more comfortable doing
that.
You can actually get somebody onanother, on a Zoom, and you can
(10:19):
talk to them. And maybe that'show you're relaying your
customer experience and it's notdirectly to the camera. Do I
recommend that? No. I recommendyou speak to the camera because
I think that's more engaging andmore of making more of a
connection with your audience.
But my point is you have to dowhat you're gonna do. If it's
like, I can't speak to thecamera. I'm too nervous. I'm too
stressed. Then you're nevergonna do it.
(10:40):
So you've gotta figure out, sowhat are you gonna do? What can
you do that you can doconsistently? And that's what
you should be doing. So it'slike you have to work within
yourself. When I work withprivate clients, I don't come
with a form and I say, Here'syour formula.
I go in and I think like, okay,well what do you enjoy doing?
What kind of content do you likemaking? Do you feel comfortable
talking to the camera? How doesthat feel for you? Do you like
(11:03):
the sound of your voice or doesthat freak you out?
Like all of these things add upto what's gonna make them more
comfortable. And a client Iworked with recently, said, you
know, she's in a certain area ofcontent. And I said, you know,
how do you feel about speakingto the camera? And she likes it
except she doesn't wanna do itwithout a filter because she
doesn't like to look at herself.Or and I said, well, you don't
(11:24):
have to look at yourself.
You should look at the camera.You should look up. But still,
she doesn't like to then seeherself on video without a
filter on. And that bothers her.So listen, you have to do what
makes you feel comfortable doingit.
And that's the only way you'regoing to do it. So as a business
owner, you've got to think, Whatcan I do? What can I do quickly?
What can I do consistently? Andwhat's not going to take me out
(11:44):
of my business too long?
And you're going to set a timeand you're going to decide.
Okay? That's that. The nextthing is to incorporate those
tasks into incorporate thecontent into already existing
tasks. So what are the thingsthat are the course of your day
and how can you work that intocontent?
And I'm going to tell yousomething funny. I went to an
(12:06):
event recently, and I talkedabout this in my studio, so
sorry if you guys are listeningagain. But I went, I had no
intention of posting a videoabout this event. I was for an
agency I work with, and I said,oh, I'm gonna go and I'm gonna
enjoy, and I'm not gonna reallyI don't need to post anything.
And except I wanted to do likeone little video with the
founder the owner of thecompany.
So I had planned that. I waslike, I'm gonna pick a song and
I'm gonna see if I can get herto just do a little something
(12:29):
something with me. And I did getthat content. But during the
course of the night, when I wastalking to other people and I
was, know, the conversation cameup, who are you? Oh, I shoot
TikToks for them because that'swhat they hire me for.
And they were like, oh, you'reon TikTok. And so of course I
had my phone out. And I wassaying, yeah, you know, just
shoot little, I shoot things ofmy life. And so I picked up my
phone and I shot some things to,in conversation to explain to
(12:50):
these people that I was talkingto that I like to shoot and view
my life through the lens of acamera. And so I view events
through the lens of the camera.
I see it that way and that's howI enjoy things. So my point is,
if you can pick up your phoneand just kind of shoot something
quick, you will have somecontent. So if you're working
and you're packing an order andyou're getting frustrated and
(13:11):
you're dropping things, that'skind of funny. Set up a tripod,
okay? Put it in there and doyour thing, and then when things
drop and fall and things happen,you have some fun content.
And it's just already somethingyou were gonna be doing, so
you're not making extra work foryourself. All you're doing is
going, oh, I'm gonna just takefive minutes and capture this.
So maybe it's a strategy. Set analarm on your phone, ding ding
(13:34):
ding every hour. It will makeyou alert aware or alert that
you should shoot something.
And then you think, am I doingright now? Is this something I
could shoot? Yeah. You knowwhat? I'm gonna set up a camera
and I'm gonna do it.
But that's something I'm gonnatalk about this afternoon. So
the things that I learn as Iwork with clients on how to help
them work it into their day,those are the types of things I
keep track of, and that's anarsenal for me to help people to
(13:57):
make content creation easier. Sothis afternoon, if you can hop
on that call, you'll you'llyeah, workshop, you'll hear more
about that. Next up is to useyour team to bring personality
to your business and your page.And this is always tricky
because, well, a lot of peoplehave solo businesses, but a few
people have have, you know, evenme as a solo business owner, I
(14:18):
the FedEx guy comes, I know him,and so I'm like, maybe I'll make
some contact with the FedEx guy,you know.
Or when I'm running out to astore to pick up supplies and I
just might shoot something like,oh, I'm off to go pick up more
supplies or So there's there'sthings that even if you're a
solo business owner, you'reordering lunch, so maybe you can
film like your lunch deliverycoming in and you're gonna work
at your desk because you're sobusy today. There's lots of
(14:40):
things you can do that can bringpersonality to your page. You
can, if you have a team, caninterview them. I could easily
interview my FedEx guy. Likewho's your favorite person on
the route?
Of course, he's gonna say me. Ihope, but we do have fun. I love
my FedEx guy. Okay. So the nextthing is not to constantly try
and sell, sell, sell.
You have to really get creativewith the ways that you show your
(15:02):
business. Because if it's just asales approach, people don't
really want that. They don'twant to watch commercials
necessarily. Think about it theminute the DVR came, Zoop people
were zipping right through thosecommercials. So it's just tough.
It's tough to figure out how tonot be so sell y. And I will
just say based on my owncontent, from my own experience,
(15:24):
and I the only thing I reallyhave to sell is my services and
my time. So I don't sellproducts, but I sell, in a
sense, I sell my time because Ihave one on one session offers
and I have a studio offer. So Icould sit here and think, Oh, I
have to talk about my studioevery single day every single
video. But that would get quitemonotonous for my followers.
(15:45):
So instead of that, I findcontent that I can make that's
something I might want to teachin my studio, so that's twofold.
I'm learning something. I'mdoing something new. I'm doing
maybe a trend, and then maybeI'm making a tutorial for it.
And then it's something that itcan benefit my studio members.
So I still post content that'snot necessarily come and join my
(16:07):
studio. I don't say it. A lot oftimes I'll just show something
and I'll say if you want tolearn more things like this, I
have a studio. You know, you canget tips every week. And so it's
really working it into whateverit is your business is about.
I'm going use an example ofsomebody I worked with in a
private setting already who hasneti pots. If you know what neti
(16:28):
pots are, they are nasal rinsingpots. And when I first worked
with her, her team was reallyadvising her to do more, like
kind of I don't want to saysales y videos, but tip like
commercials. And she didn't feelit was right. She knew it didn't
feel right for her, and she wastrying to figure out how to work
around that.
And we discussed it a lot. Andit's like, if you can educate
(16:50):
your customers about the benefitfor them in doing the activity,
then they're going to need thepieces for the activity, and
then they'll find you to be theperson that they buy it from.
Okay, so for example, if she'steaching the benefits of nasal
rinsing versus buy my neti pot.Now, the benefits of nasal
(17:14):
rinsing are it's going to clearif you have allergies and you're
trying to clear your sinuses andyou're finding you don't want to
turn to medication and havethose squeezy nasal things going
all the time, this is a reallyhealthy, holistic way to handle
that. And that benefit is goingto appeal to people who don't
want to take medicines, do haveallergies, and may want to heal
(17:35):
themselves in a safer way.
So her educating about thatversus saying buy my neti pot or
here's what my neti pot does.She takes the neti pot out of
the equation altogether andshe's educating and teaching
about the process. And theprocess needs the product, but
she's not even necessarilyhaving to say that, and people
(17:57):
are gonna say, Oh, I gotta getone of those, that's really
smart. And then they'll maybe goto her profile and find out she
has them. Or at the end of hervideos, she has, know,
highlights the end of that thatthe product is available.
And that's the way I suggestlike because the person that
will watch your video to the endwill be your loyal customer most
likely. And those are the peoplethat then they'll know you're
(18:18):
gonna send them where to get theproduct. So you can save that
for the end so that you're notannoying your audience upfront
so that new people that come inaren't like put off immediately
by you trying to sell themsomething. But if you save your
call to action, your sales pitchfor the end of your video, your
loyal customer that yourpotential loyal customer, the
one that has stayed for the mostof your video, is most likely
(18:40):
going to be the one that buysfrom you. Whew.
That was a good way of sayingit, but it was a long way of
saying it. Typical. Typical ofme. I try to be short winded,
but I can't. All right.
Next. Focus on quantity. Sorry,backwards. Focus on quality over
quantity. And I think a lot ofsmall businesses think they have
to be like influencers.
And influencers are beingadvised to post three times a
(19:02):
day to get your audience excitedor keep your audience engaged.
And a small business does nothave to post three times a day.
And or it doesn't even have topost once a day. You can pick
three times a week. You justneed to be on a consistent
cadence of putting content outso that you might have something
hit.
So it's not about three times aday powering that content out.
(19:24):
Unless you have someone that cando it, me just say that. I'm
trying to make this asustainable thing for a small
business owner that doesn't havetime. If you have a team and you
want to keep them busy, makethem make content, pump it out
because that can't hurt. But ifyou are a solo business owner or
a small team business owner andyou don't have someone that can
sit there and be poweringcontent out every single day,
(19:46):
you have to do what's realistic.
Otherwise, you will fail becauseyou will stop doing it
altogether, and then you'll haveebbs and flows and ebbs and
flows when you get into it andthen when you fall off because
you're too busy, and then whenyou get into it and then when
you fall off when you're toobusy. So it's really better to
be consistent with less times aweek than trying to power out
content that's not even great,and you're trying to just power
(20:07):
it out to get more content outthere. Just take your time and
put good content out. You knowwhat I mean? Put good, valuable,
meaningful content out.
Content that you're proud of,that you can say, oh my god, it
was such a fun video. It'salways nice to watch your own
content and know that it was funand you enjoyed creating it.
Okay. The last thing I'm gonnasay is before I say to go to
(20:28):
come later to the to theworkshop when I get in deeper,
the last thing I'm going to sayis if you are looking for
support in your content creationjourney as a small business
owner, the way that Julie and Ihave put the studio together is
we give you the tools week toweek so that you don't have to
think. We're taking away thestress of the creative process
(20:49):
of, oh my gosh, what do I haveto do?
So we're giving you along withthe newsletter that you already
get, you have trends and contentideas, that's great. That's your
free newsletter. But in thestudio, week to week, you're
getting a challenge with alesson. So if you are
overwhelmed and you're like, ah,I just I can't I don't have the
time to sit and watch a two hourclass two hour class to learn
(21:10):
how to make videos, you don'thave to. Every week, you get a
ten to fifteen minute lesson onone new skill.
And think about it, you're justdoing one skill per week and
that will multiply on top ofeach other. So once you do that
one, the next one you'll tryanother. Each week, you're going
to increase your abilities. Andit's like atomic habits. If you
(21:33):
do something five minutes a day,eventually it becomes a habit.
If you do something once perweek consistently, learn
something, one small skill, allof those things will add up to
you knowing how to edit andknowing how to edit quickly. And
it gets easier the more you doit. So the repetitive nature of
being in the studio and gettinga lesson with a challenge and
(21:55):
then having a meeting thatfollows up, it always connects.
We have a lesson, a challenge,and a meeting. And the meeting
reviews the lesson and offersany support for questions that
you might have about the lesson,and it always provides more
information.
So we stay on one topic week toweek. It's like going to the gym
and you do leg day, and then youdo push day and pull day,
(22:17):
whatever it is. I'm on. I'mgoing to the gym right now, so
that's why it's on my mind. Butit's like week to week, my legs
are killing me right now, butnext week my legs aren't gonna
hurt as much because I willhave, you know, I've kind of
worked those muscles out, andI'm making them stronger.
So this week in the studio, wedid text, and we have it in
different levels. So if you're abeginner, you're just gonna
watch the beginner lesson and dothat. If you're more advanced,
(22:38):
you can watch it through theadvanced portion, and you can do
that. So it hits every level ofcreator. Okay.
That is my freaking sales pitchbecause if you haven't tried the
studio, seven days free and it'sworth it. We have so much fun in
there and everybody's learning.That's it for today. Have a
great weekend. I look forward toseeing you next Friday.
I wonder what I'm gonna betalking about unsponsored. I
(23:02):
will be in Jamaica recordingnext weekend, so that's gonna be
fun. At least I think I will,unless I can plan ahead. Not
likely. So whatever, I'll recordon the go.
Like I really do enjoy podcastson the go. It kind of makes for
a little a little interest and alittle something different.
Alright, have a great week. Havea great weekend and I'll see you
next Friday. Bye.
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On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!