September 25, 2023 • 25 mins
We're all exposed to dozens of online ads daily (most of which we find annoying & won't remember).
So, why do so many small businesses think that paid ads are the best way to market their business?
While paid ads may generate short-term results, they're often viewed as intrusive & less authentic.
On the other hand, organic marketing lets customers discover your business more naturally, fostering trust and building stronger relationships.
Join Business Coach & Consultant, Jevon Wooden, on the Standout Business Show who's breaking down 5 ways you can leverage relationships in organic marketing.
Listen up 'cause Jevon is sharing how you can develop organic marketing strategies that encourage repeat business & referrals - and not just grow your business but build a community.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:03):
We hear a lot about this word authenticity and it
has become a buzzword.
But it really is true.
Like, your best unique sellingproposition is yourself, because
people do business with a no,like and trust.
We hear that all the time, butit's more than that.
People do business with peoplethey know like and trust and who
(00:23):
have aligned values.
These days, you want to standfor something and you want to
make sure that people understandwhat you stand for and you're
going to get some people whodon't like what you're saying.
Don't worry about them, that'snot who you're talking to.
Talk to the people who alignwith you, who vie with you, and
you'll be surprised where youcan get to.
Speaker 2 (00:45):
Welcome to the Standout Business Show, where
it's all about making a biggerdifference by doing business
differently.
I'm Brad Powell and today we'reasking the question why should
you invest in or get organicmarketing instead of paid ads?
Here's the thing we are allexposed to dozens of online ads
(01:08):
every single day, and most ofwhich we find super annoying and
we won't even remember whatthey were.
So why is it that so manybusiness owners think that paid
ads are the best way to promotetheir business?
They may generate short-termresults, but they're often
(01:28):
viewed by your customers asintrusive and less authentic.
On the other hand, organicmarketing will actually let your
customers discover you and yourbusiness on their own.
Instead of you going andbanging on their door and saying
, hey, look at me.
They're going to find youorganically and they're going to
(01:51):
feel like, oh, I've made thisgreat discovery.
It's going to be really cooland that's going to foster more
trust and build strongerrelationships.
So to help explore this in moredetail, I've invited business
coach and consultant, javonWooden, who's the founder of
(02:11):
Bright Mind Consulting, to breakdown the five ways that you can
leverage relationships in yourorganic marketing.
So stay tuned, because Javon isgoing to share how you can
develop organic marketingstrategies that encourage repeat
business and referrals and notjust grow your business, but
(02:31):
actually build a community.
So with that let's start theshow.
All right, javon, welcome tothe show.
Speaker 1 (02:43):
Hey, thanks for having me, Brad.
It's a pleasure to be on.
Speaker 2 (02:47):
All right.
So to get us started, I alwayslike to agitate the problem a
little bit and describe thelandscape that we're living in.
I've been hearing a lot frombusiness owners for some time
now that a lot of the thingsthat they have done in the past
and, let's say, even go back topre-pandemic time, things that
(03:09):
were working a year ago, twoyears ago are just not working
in the same way now, and sopeople are feeling like, oh my
gosh, this is discouraging andwhat the heck Like what do I do
now?
So what's your experience withthat and, in particular, how do
you recommend people stand outin their position in the
(03:30):
business world?
Speaker 1 (03:32):
Yeah, I mean that's a great question.
I say that we have taken a stepback a bit to go pre-digital
age.
So now it's really aboutbuilding those relationships and
now we can leverage the toolsof the digital age to do so.
So we have the ability to reachout to just about anyone on the
planet, no matter where theyare, no matter what time.
(03:54):
So we can leverage that toestablish and build organic
relationships and nurture those,versus just running ads and
hoping and praying that someoneclicks on it.
Speaker 2 (04:04):
Yeah, I think that, like I'm a big believer in
relationship marketing, this issort of a relatively newly
coined phrase.
See, it's really different anddistinctive than this much more
traditional and old school wayof promoting your brand, in
terms of it's not interruptive,it's not like doing a lot of
(04:29):
cold outreach, a lot of outboundoutreach of the type of like.
Just for instance, like here weare, we're going live on
LinkedIn, and I know myexperience on LinkedIn and the
experience of many people isthat every day, you're going to
get people you know connectingwith you and saying, hey, let's
connect.
And then, as soon as you sayyes, then they hit you with a,
(04:50):
with an offer, otherwise knownas pitch slapping, and I think
that, like, most people are justgoing, oh man, stop it, like
don't slap me anymore, and whichis like almost the polar
opposite of organic relationshipbuilding.
And so when you look at that,just you know how to define what
(05:15):
we mean by organic relationshipbuilding.
What is your definition of theterm?
Speaker 1 (05:19):
Yeah.
So my definition is one, it'snot paid right.
And two, you treat it just asyou would any relationship,
right.
So if you take it offline, howdo you build a relationship?
Right, you make sure you checkon with people.
You may have lunch with them.
You want to get to know aboutthem personally, right?
It's just not about atransaction.
It's not hey, go ahead and buythis thing soon as you meet them
(05:40):
, right.
So we got to date a little bit.
We got to get to know oneanother.
We got to ask the questionsthat really matter, that aren't
just surface level.
Get to know you know what I'mlooking to accomplish.
Maybe get to know my kids names, if I have kids, you know.
So it's really about getting toknow the person before you go
ahead and say, hey, go buy mystuff.
Speaker 2 (06:02):
Right, exactly, yeah, well, okay.
So in the manner of usingorganic marketing, there's a lot
of like organic marketing is alarge world.
So when we're looking at, Iwant to do a form of marketing
where I'm actually buildinggenuine relationships with the
people who I'm wanting to serveand show them that I understand
(06:25):
them, that I really care aboutwhat their deal is and what
their problems are and that, infact, if they're the right
person, if they're the rightkind of thing, that I may very
well have exactly the right kindof solution for the biggest
pain point or challenge thatthey're facing in their business
.
And this is sort of the natureof the traveling that we want to
(06:47):
go on.
So what are the ways like?
Let's just start walkingthrough the different ways that
you can be leveraging thisorganic marketing methods to
build better and deeperrelationships.
Speaker 1 (07:00):
Yeah, I mean you mentioned, you know, people
reaching out to you.
Like I don't so much mindpeople reaching out to me, but
it's when I see that wall oftext right.
So you have to think about that.
Like, if I connect with you, Idon't expect that, maybe I can
say, hey, I would love to have acall or something like that,
but don't just throw things atme.
So one of my favorite ways tostart organic marketing and I
(07:22):
want people to know that we doit every day is introductions.
Right, if someone can introduceme to someone that I already
know.
So LinkedIn, we're on LinkedIn.
So if I have a first levelcontact and I look at their
contact list and I say, oh, itwill be great to meet Brad.
You know, it seems like he'sdoing some cool things, I would
(07:42):
reach out to my contact and say,hey, you know, I noticed you're
connected to Brad.
I've been trying to connectwith them.
They're doing some cool thingsand I love to speak with him
about X.
Would you mind introducing me?
That's the first place I'mgoing.
I'm going to my network becauseI've already developed a
rapport with these people.
Hopefully, hopefully you're notjust connecting with people and
not saying anything to them,because that's where we get
(08:02):
those pitch things and all thatstuff.
But just remember that we're onthese platforms to network and
develop these relationships.
So that's the first place I'mgoing my network even in my
phone.
You know, I'm going to read,look out and I'm saying, okay,
hey, I got this, this newspeaking engagement someone to
get, or I know someone in thiscompany.
That's where I'm going to do.
I'm going to say, hey, I'madding value, I'm going to make
(08:23):
you look good, first andforemost, and I'm not just going
to be like, hey, I want to getinto your company, I'm going to
get a speaking engagement withyou.
No, I'm going to say, hey, youknow, how are you doing?
Let me check in on the personfirst and then, if the time
permits, then I'll say, hey, letme ask you, do you mind?
Do you know who would be incharge of hiring me or who would
in charge of bringing inspeakers for your organization,
(08:45):
or something like that.
But it's not just.
That's not my main purpose.
You want to talk to a person asif you're not there, to just
use them right, see how they'redoing, develop a rapport, and it
may not be that firstconversation.
I always say I aspire, I don'texpect, on conversations and
someone said why do you don'thave expectations?
(09:06):
I said no, because if I don'tknow a person or if I haven't
spoke to them in a while, howcan I expect to get anything
from them?
I can aspire to develop it tothe point where maybe they want
to purchase my service or maybethey have a contact with me
that'll help me grow my business.
But that's not what I'm on thecall for.
I'm on the call to build thatrelationship so that we can go.
(09:27):
Maybe we become friends, maybewe become partners.
You have to be open to thosetypes of things.
Speaker 2 (09:33):
Yeah, I really like that.
I just want to underline thatcurbing your expectations.
Speaker 1 (09:38):
Yes, yes.
Speaker 2 (09:40):
You can have all these aspirations but just like,
well, if you have an intentionwhere you really don't have a
big expectation of what theoutcome is going to be, you just
really never know what mightcome your way.
And I also really like likethis approach that you're
describing is really much moreof a collaborative approach,
where the aspirational goal islike, well, what can we do for
(10:04):
each other?
What are the ways that we couldcollaborate and form a kind of
partnership in whatever way thatmanifests?
So, what are the other thingsthat you see in terms of
collaboratively working withpeople that are in your network,
people that you're meeting, whoare new contacts and new
prospects?
Speaker 1 (10:22):
Yeah, I mean, this is one of them.
Right, we come together and wemeet each other to say, hey, you
know, I noticed you do this,you know, and we might have some
synergies there.
So that's one thing.
That's the first place.
I'm starting Like, hey, how canwe help one another?
Because that's the bestrelationships, when it's win,
win, win.
We always talk about that, whenfor my business, when for your
business and when for theclients, whoever we serve, right
(10:45):
?
So that's what I look for.
Another way I collaborate iswith events.
So maybe I'm running a summit,maybe I'm, you know, doing an
in-person, whatever the case maybe or someone else is doing an
event.
I'll say how can I add valueand how can this person add
value to whatever I'm doing?
And then maybe we just swap,for instance, podcasts.
(11:05):
Right, I have a podcast, youhave a podcast, we may swap.
So that's another way, becausethe key is, when you're doing
collaborative things is you'remaking sure that you're getting
your brand in front of adifferent audience.
So you want to come correct.
You can't come there and beunprepared or be scattered.
You got to make sure thatyou're representing yourself,
(11:26):
because you're not onlyrepresenting your brand, you're
representing this other person'sbrand, so that's one of my
favorites.
The other way I like tocollaborate is with guest blogs.
So, for instance, if I knowsomeone in my network maybe they
write for a business journal, alocal business journal I'll say
, hey, I have some ideas for you.
I noticed that your lastarticle was on X.
(11:47):
Would you be interested in somearticles on these?
And I'll throw them a coupleideas Nothing long, and it's not
me pitching, because they needcontent.
So again, it's a win-win-win.
It's win for the reader, winfor me because I'm getting out
there, and win for them becauseI'm providing them content that
they need.
So those are the types ofsituations I love collaborating
(12:08):
on.
People always ask me how do youwrite for these companies?
How do you do this, how do youdo that?
That's how I find out what theneeds are.
Before I even come to them, Ialready know exactly what
they're looking for, becauseI've done my research.
And then I could say, hey, Isee a way that we can work
together.
How about this?
And that's what you really wantto do if you want to work with
someone.
Speaker 2 (12:28):
Yeah, well, I want to go back to this idea of
creating an event, which I thinkis actually a terrific way to
do all kinds of things in termsof growing your network and
building relationships withpeople, and this, like what
we're doing right now.
This is my event creation toolin terms of what I use in my
business and my way of meetingpeople.
(12:49):
I think podcasting is one thing, but if you layer on top of
that, well, let's record thepodcast as a live stream, and
when we do that, we can make itan event.
Exactly, it, literally.
You know, you create an eventpage on LinkedIn and that goes
out there and now you can inviteI can invite my friends, you
(13:11):
and my other guests can invitetheir friends and we're
literally having a time whenpeople can gather and talk about
some topic that is of interestto both of our audiences.
And the other thing about thisis that when you're looking for
how can I meet and talk to andget to know the most interesting
people like my dream 50 orwhatever that number is for you
(13:35):
you know a group of people thatyou'd like to get to know better
and have them get to know whoyou are.
Well, if you're putting onsomething like this you know a
weekly podcast or a webinar orsome kind of summit where you're
gathering people who are goingto be presenters.
There are going to be guests onyour show it's an easy yes for
(13:55):
them to say yeah, sure, you know, flatter me, like, put me on,
put me on your stage, and thisis.
You know, like, my experienceof doing a show like this is
that very few people will say,oh no, I can't be bothered, I
don't you know, like, why areyou bothering me?
It's much more of like yeah, ofcourse I'd love to do that.
(14:16):
Or even if they can't do it inthe moment, they'll say, well,
you know, I'm writing a book nowor I'm doing something at the
moment, but get back to me inlike six months and then maybe
we can do it then.
And it's just a really greatway to open the door to having
this opportunity to have thisreally deeper, longer
conversation with people.
Speaker 1 (14:37):
Absolutely, and that's one of the reasons why I
started my podcast was to dothat right, to not only make
these connections but also,again, this user generated
content.
So if I have my audience andthey're getting this, this
information, disseminated tothem, and they find something
that's key, that gives them anaha moment, they'll share it out
.
Right, my audience will shareit out, and then that creates
(14:58):
another piece of organicmarketing, which is what I just
mentioned the user generatedcontent.
If you have your customers,your employees, your partners
and everyone else sharing yourstuff, you know that's casting
you a wider net.
So you're getting that brandvisibility, that brand awareness
, and now people are becomingfamiliar with you.
So now they can startconsidering you.
(15:20):
If you said something thatresonated with them, so they
could say oh man, javon, yeah,he said he he's a leadership
coach.
Oh, okay, cool, you know, maybeI can use them to come into my
organization.
He's a speaker.
You know Brad does this, thismarketing thing, so maybe I can
use him to help my business,right, so you just start being
top of mind, right, the more andmore and more they see you.
So it's really beneficial toyou if you can create these
(15:43):
collaborative partnerships andwhen someone does share it, make
sure you show appreciation.
You know that's a part ofbuilding that rapport, because
they want to know that youappreciate that.
They want to know that you sawthat.
So if someone, even if I don'treally know them if they share
my stuff, I'll say thanks forsharing.
It takes me literally like lessthan a second to type that in
Facebook and LinkedIn theyprovide a button where I can
(16:05):
just click it right.
Speaker 2 (16:06):
So make sure you're doing things like that, you're
responding to the comments andeverything, because what that
does is that's building youbuilding those relationships
with people you don't even knowwe're seeing yeah, let's talk a
little bit more about that armin terms of soliciting and
encouraging user-generatedcontent as a way of actually
(16:27):
building community amongst youraudience, so that they're
feeling like, well, now we'rehaving our own conversation over
here and we're a bunch ofpeople who all think this way
and we all believe the things wedo.
And the reason that we'refollowing Javan is because he
resonates, like we resonate withwhat he's talking about and so
(16:49):
do all the other people who arehere hanging out together.
And one of the best examples ofthis kind of content creation
goes back to the band theGrateful Dead, where this is so
analog and pre-internet.
But when they did theirconcerts they encouraged and
(17:10):
made special front row seats forpeople who would record the
show live, and like 20 to 40guys down in the front with
these long poles and microphonesstuck up and sort of the high
end, you know real to real taperecording recorders of the time.
(17:31):
And what they were doing is theywere making bootleg copies of
the recordings.
And the agreement was you cando this and you can copy this
and you can share it withwhoever you want, but you can't
sell it.
You know, it's just like we'lllet you do this and we're going
to give you like front row seatsand we're going to treat you
(17:54):
like gold, but you know, andthis is, and you're, special to
us.
And so what happened was, interms of viral spread, every
like those bootleg tapes wereall over everywhere and, of
course, in the way that they didtheir concerts, every concert
was different.
Speaker 1 (18:14):
Right.
Speaker 2 (18:14):
So from one week to the next, their, their you know,
their set list and all thatstuff was a whole bunch of
different songs and they were ajam band, so they improvised
anyway and so it was like evenif they played the same song, it
wouldn't be the same as in theprevious show.
So every time one of these newcopies like this one, the show
in this city and the show inanother city got done, it was
(18:35):
something unique and they becamecollector's items, you know,
and people would collect themand then they basically became
deadheads and we talk aboutcommunity building.
They would follow the band fromone city to the next, to the
next to the next, because thewhole experience was like this
one big giant outdoor party yeah, they got to be with the other
(18:58):
deadheads, yeah, I mean, we'veseen it with Barbie just
recently, right when?
Speaker 1 (19:03):
you know, barbie had a Barbie day.
Everybody was wearing theirpink and you know, really, right
, right, right.
Other level yes, they did somepaid marketing, but what really
carried it was that, again,organic marketing got people out
there representing the brand.
So everyone's talking about itand that's really what you want.
You want to light that fire.
So everyone's talking aboutwhat you have going on without
(19:25):
you having to spend a dime.
I mean, that's the benefit ofwhat we're talking about here.
And sometimes it's really about,you know, planting a bunch of
seeds.
Right, it may not happenimmediately, but as long as
you're willing, again, to keepplanning those seeds.
Like, we're talking aboutrelationships, we're talking
about the user-generated content, we're talking about
collaborations and partnerships.
(19:46):
It's really building thatcommunity for yourself.
So everyone's like, hey, man,this person is really on fire,
this business is really doingsome great things.
You're building that trust,you're building some
sustainability in your businessand it's very cost-effective to
do it this way.
So that's really what we wantwhen it comes to organic
(20:07):
marketing.
The grateful deads, the Barbies, the Taylor Swift, the
Beyonce's people are talkingabout it, evangelizing what they
have going on.
Speaker 2 (20:16):
The last thing I'd like to take a look at is now,
when we come down to the actualindividuals who are members of
this community.
What are the ways that you seethat someone who's small
business owner can reallypersonalize the experience that
that person is having in theirinteraction with the brand?
Speaker 1 (20:40):
Yeah, there's a number of ways.
Right, we talked about socialmedia, making sure you're
responding to them with thecomments, making them feel like
they are heard.
Another way is, you know, ifyou get some feedback, have a
feedback loop, a way that theycan provide some thoughts to you
and then say, okay, we heardyou.
Right, if I send an email, ofcourse I'm going to put their
name, but I also say, hey, replyback.
(21:02):
And if they reply back, I'mgoing to say hey, so-and-so, I
got your reply.
Love that.
You said that.
You know, tell me more about it.
Whatever it is, I want to makesure that they feel valued, and
that is the key for all of thisstuff.
If I create a community, maybeI have it where it's gamified.
I have top contributors, I haveambassadors, people who are,
you know, moderating thecommunity, whatever it is,
(21:23):
giving them options andopportunities to raise their
status, so to speak, in thecommunity.
So, because they get thatfeeling of exclusivity, they're
like, oh man, yeah, my stuff isvaluable, right, I'm
representing this brand and theysee me, I'm a part of what
they're building.
People love that type of stuff.
So make sure you have a way todo that.
Make sure you have likereferral programs, make sure you
(21:46):
have like loyalty programs Ifit fits your business model,
whatever you can.
And when I say loyalty programsit doesn't have to be anything
amazing.
It could be like I talked aboutthe ambassador program, where
they move up in your community.
Maybe there's a leaderboard,just make it fun.
Speaker 2 (22:02):
Yeah, underlying that last one, Make it fun, make it
fun.
Yes, the more fun, the morelong-lasting people are going to
be hanging in there with you.
Speaker 1 (22:13):
Absolutely.
Speaker 2 (22:14):
All right.
Well, we're getting close tothe end of our time together.
If there is something that wehaven't touched on in the realm
of relationship building viaorganic marketing, what would
you like to mention?
Speaker 1 (22:25):
Yeah, we hear a lot about this word authenticity and
it has become a buzzword, butit really is true.
Your best, unique sellingproposition is yourself, and
that goes for a brand like a bigbrand, or it goes for the small
business owner, because peopledo business with a no-lack in
trust.
We hear that all the time, butit's more than that.
(22:48):
People do business with peoplethey know, like and trust and
who have aligned values.
That's a key, like these days.
You want to stand for somethingand you want to make sure that
people understand what you standfor.
Don't leave ambiguity out there, because people are looking for
social causes, people arelooking for social
responsibility.
They're looking for you tospeak on different topics and
(23:11):
issues.
So put that out there.
If you stand for that, makesure you put it on there and
make it a non-starter.
I'm not breaking from this.
It's okay to do that and you'regoing to get some people who
don't like what you're saying.
Don't worry about them.
That's not who you're talkingto.
Talk to the people who alignwith you, who vie with you, and
you'll be surprised where youcan get to in a few months, few
(23:32):
years, sometimes a few days forsome people.
Speaker 2 (23:38):
I like that.
Well, I'm a big believer inreally standing for something.
If you want to stand out, yougot to stand up and say,
literally, take a stand,absolutely, absolutely.
And even though, yes, therewill definitely be people who go
, that's not for me.
I don't want any part of this,but that's okay, because the
(24:00):
people who really think the sameway and believe in the same
stuff that you do, they're theones that are going to stay and
come back and bring theirfriends.
Yeah, and that's when you startto win the game.
Speaker 1 (24:10):
Exactly.
Speaker 2 (24:11):
All right.
Well, if people are listeningto this and they're going, okay,
I totally need help with myorganic marketing.
I want to get this Javon guyand see if he can help me out
here.
What's the best way for them toreach out to you?
Speaker 1 (24:26):
Hey, you can catch me on LinkedIn Javon Wooden,
J-E-V-O-N-W-O-O-D-E-N.
Just shoot me a DM.
Connect with me.
Shoot me a DM, I'll respond.
Or you can go to BrightmindConsultingGroupcom.
Speaker 2 (24:39):
All right, well, I'll make sure that links to both
your LinkedIn page and yourwebsite are in the show notes.
And, javon, thanks so much forcoming on today.
This has been greatconversation.
Speaker 1 (24:50):
Thanks for having me, Brad.
It's been a pleasure.
Speaker 2 (24:54):
And for those of you listening at the end, I just
want to remind you that if you'dlike to go and check out the
entire archive of the StandoutBusiness Show, go to
standoutbusinessshow and it'sall there all the audio, all the
video, all the show notes, allthe links to all the extra stuff
, and you can binge to yourheart's content.
We go live every Thursday 11 amEastern time, and until the
(25:18):
next time, so long.
We hear a lot about this word authenticity and it
has become a buzzword.
But it really is true.
Like, your best unique sellingproposition is yourself, because
people do business with a no,like and trust.
We hear that all the time, butit's more than that.
People do business with peoplethey know like and trust and who
(00:23):
have aligned values.
These days, you want to standfor something and you want to
make sure that people understandwhat you stand for and you're
going to get some people whodon't like what you're saying.
Don't worry about them, that'snot who you're talking to.
Talk to the people who alignwith you, who vie with you, and
you'll be surprised where youcan get to.
Speaker 2 (00:45):
Welcome to the Standout Business Show, where
it's all about making a biggerdifference by doing business
differently.
I'm Brad Powell and today we'reasking the question why should
you invest in or get organicmarketing instead of paid ads?
Here's the thing we are allexposed to dozens of online ads
(01:08):
every single day, and most ofwhich we find super annoying and
we won't even remember whatthey were.
So why is it that so manybusiness owners think that paid
ads are the best way to promotetheir business?
They may generate short-termresults, but they're often
(01:28):
viewed by your customers asintrusive and less authentic.
On the other hand, organicmarketing will actually let your
customers discover you and yourbusiness on their own.
Instead of you going andbanging on their door and saying
, hey, look at me.
They're going to find youorganically and they're going to
(01:51):
feel like, oh, I've made thisgreat discovery.
It's going to be really cooland that's going to foster more
trust and build strongerrelationships.
So to help explore this in moredetail, I've invited business
coach and consultant, javonWooden, who's the founder of
(02:11):
Bright Mind Consulting, to breakdown the five ways that you can
leverage relationships in yourorganic marketing.
So stay tuned, because Javon isgoing to share how you can
develop organic marketingstrategies that encourage repeat
business and referrals and notjust grow your business, but
(02:31):
actually build a community.
So with that let's start theshow.
All right, javon, welcome tothe show.
Speaker 1 (02:43):
Hey, thanks for having me, Brad.
It's a pleasure to be on.
Speaker 2 (02:47):
All right.
So to get us started, I alwayslike to agitate the problem a
little bit and describe thelandscape that we're living in.
I've been hearing a lot frombusiness owners for some time
now that a lot of the thingsthat they have done in the past
and, let's say, even go back topre-pandemic time, things that
(03:09):
were working a year ago, twoyears ago are just not working
in the same way now, and sopeople are feeling like, oh my
gosh, this is discouraging andwhat the heck Like what do I do
now?
So what's your experience withthat and, in particular, how do
you recommend people stand outin their position in the
(03:30):
business world?
Speaker 1 (03:32):
Yeah, I mean that's a great question.
I say that we have taken a stepback a bit to go pre-digital
age.
So now it's really aboutbuilding those relationships and
now we can leverage the toolsof the digital age to do so.
So we have the ability to reachout to just about anyone on the
planet, no matter where theyare, no matter what time.
(03:54):
So we can leverage that toestablish and build organic
relationships and nurture those,versus just running ads and
hoping and praying that someoneclicks on it.
Speaker 2 (04:04):
Yeah, I think that, like I'm a big believer in
relationship marketing, this issort of a relatively newly
coined phrase.
See, it's really different anddistinctive than this much more
traditional and old school wayof promoting your brand, in
terms of it's not interruptive,it's not like doing a lot of
(04:29):
cold outreach, a lot of outboundoutreach of the type of like.
Just for instance, like here weare, we're going live on
LinkedIn, and I know myexperience on LinkedIn and the
experience of many people isthat every day, you're going to
get people you know connectingwith you and saying, hey, let's
connect.
And then, as soon as you sayyes, then they hit you with a,
(04:50):
with an offer, otherwise knownas pitch slapping, and I think
that, like, most people are justgoing, oh man, stop it, like
don't slap me anymore, and whichis like almost the polar
opposite of organic relationshipbuilding.
And so when you look at that,just you know how to define what
(05:15):
we mean by organic relationshipbuilding.
What is your definition of theterm?
Speaker 1 (05:19):
Yeah.
So my definition is one, it'snot paid right.
And two, you treat it just asyou would any relationship,
right.
So if you take it offline, howdo you build a relationship?
Right, you make sure you checkon with people.
You may have lunch with them.
You want to get to know aboutthem personally, right?
It's just not about atransaction.
It's not hey, go ahead and buythis thing soon as you meet them
(05:40):
, right.
So we got to date a little bit.
We got to get to know oneanother.
We got to ask the questionsthat really matter, that aren't
just surface level.
Get to know you know what I'mlooking to accomplish.
Maybe get to know my kids names, if I have kids, you know.
So it's really about getting toknow the person before you go
ahead and say, hey, go buy mystuff.
Speaker 2 (06:02):
Right, exactly, yeah, well, okay.
So in the manner of usingorganic marketing, there's a lot
of like organic marketing is alarge world.
So when we're looking at, Iwant to do a form of marketing
where I'm actually buildinggenuine relationships with the
people who I'm wanting to serveand show them that I understand
(06:25):
them, that I really care aboutwhat their deal is and what
their problems are and that, infact, if they're the right
person, if they're the rightkind of thing, that I may very
well have exactly the right kindof solution for the biggest
pain point or challenge thatthey're facing in their business
.
And this is sort of the natureof the traveling that we want to
(06:47):
go on.
So what are the ways like?
Let's just start walkingthrough the different ways that
you can be leveraging thisorganic marketing methods to
build better and deeperrelationships.
Speaker 1 (07:00):
Yeah, I mean you mentioned, you know, people
reaching out to you.
Like I don't so much mindpeople reaching out to me, but
it's when I see that wall oftext right.
So you have to think about that.
Like, if I connect with you, Idon't expect that, maybe I can
say, hey, I would love to have acall or something like that,
but don't just throw things atme.
So one of my favorite ways tostart organic marketing and I
(07:22):
want people to know that we doit every day is introductions.
Right, if someone can introduceme to someone that I already
know.
So LinkedIn, we're on LinkedIn.
So if I have a first levelcontact and I look at their
contact list and I say, oh, itwill be great to meet Brad.
You know, it seems like he'sdoing some cool things, I would
(07:42):
reach out to my contact and say,hey, you know, I noticed you're
connected to Brad.
I've been trying to connectwith them.
They're doing some cool thingsand I love to speak with him
about X.
Would you mind introducing me?
That's the first place I'mgoing.
I'm going to my network becauseI've already developed a
rapport with these people.
Hopefully, hopefully you're notjust connecting with people and
not saying anything to them,because that's where we get
(08:02):
those pitch things and all thatstuff.
But just remember that we're onthese platforms to network and
develop these relationships.
So that's the first place I'mgoing my network even in my
phone.
You know, I'm going to read,look out and I'm saying, okay,
hey, I got this, this newspeaking engagement someone to
get, or I know someone in thiscompany.
That's where I'm going to do.
I'm going to say, hey, I'madding value, I'm going to make
(08:23):
you look good, first andforemost, and I'm not just going
to be like, hey, I want to getinto your company, I'm going to
get a speaking engagement withyou.
No, I'm going to say, hey, youknow, how are you doing?
Let me check in on the personfirst and then, if the time
permits, then I'll say, hey, letme ask you, do you mind?
Do you know who would be incharge of hiring me or who would
in charge of bringing inspeakers for your organization,
(08:45):
or something like that.
But it's not just.
That's not my main purpose.
You want to talk to a person asif you're not there, to just
use them right, see how they'redoing, develop a rapport, and it
may not be that firstconversation.
I always say I aspire, I don'texpect, on conversations and
someone said why do you don'thave expectations?
(09:06):
I said no, because if I don'tknow a person or if I haven't
spoke to them in a while, howcan I expect to get anything
from them?
I can aspire to develop it tothe point where maybe they want
to purchase my service or maybethey have a contact with me
that'll help me grow my business.
But that's not what I'm on thecall for.
I'm on the call to build thatrelationship so that we can go.
(09:27):
Maybe we become friends, maybewe become partners.
You have to be open to thosetypes of things.
Speaker 2 (09:33):
Yeah, I really like that.
I just want to underline thatcurbing your expectations.
Speaker 1 (09:38):
Yes, yes.
Speaker 2 (09:40):
You can have all these aspirations but just like,
well, if you have an intentionwhere you really don't have a
big expectation of what theoutcome is going to be, you just
really never know what mightcome your way.
And I also really like likethis approach that you're
describing is really much moreof a collaborative approach,
where the aspirational goal islike, well, what can we do for
(10:04):
each other?
What are the ways that we couldcollaborate and form a kind of
partnership in whatever way thatmanifests?
So, what are the other thingsthat you see in terms of
collaboratively working withpeople that are in your network,
people that you're meeting, whoare new contacts and new
prospects?
Speaker 1 (10:22):
Yeah, I mean, this is one of them.
Right, we come together and wemeet each other to say, hey, you
know, I noticed you do this,you know, and we might have some
synergies there.
So that's one thing.
That's the first place.
I'm starting Like, hey, how canwe help one another?
Because that's the bestrelationships, when it's win,
win, win.
We always talk about that, whenfor my business, when for your
business and when for theclients, whoever we serve, right
(10:45):
?
So that's what I look for.
Another way I collaborate iswith events.
So maybe I'm running a summit,maybe I'm, you know, doing an
in-person, whatever the case maybe or someone else is doing an
event.
I'll say how can I add valueand how can this person add
value to whatever I'm doing?
And then maybe we just swap,for instance, podcasts.
(11:05):
Right, I have a podcast, youhave a podcast, we may swap.
So that's another way, becausethe key is, when you're doing
collaborative things is you'remaking sure that you're getting
your brand in front of adifferent audience.
So you want to come correct.
You can't come there and beunprepared or be scattered.
You got to make sure thatyou're representing yourself,
(11:26):
because you're not onlyrepresenting your brand, you're
representing this other person'sbrand, so that's one of my
favorites.
The other way I like tocollaborate is with guest blogs.
So, for instance, if I knowsomeone in my network maybe they
write for a business journal, alocal business journal I'll say
, hey, I have some ideas for you.
I noticed that your lastarticle was on X.
(11:47):
Would you be interested in somearticles on these?
And I'll throw them a coupleideas Nothing long, and it's not
me pitching, because they needcontent.
So again, it's a win-win-win.
It's win for the reader, winfor me because I'm getting out
there, and win for them becauseI'm providing them content that
they need.
So those are the types ofsituations I love collaborating
(12:08):
on.
People always ask me how do youwrite for these companies?
How do you do this, how do youdo that?
That's how I find out what theneeds are.
Before I even come to them, Ialready know exactly what
they're looking for, becauseI've done my research.
And then I could say, hey, Isee a way that we can work
together.
How about this?
And that's what you really wantto do if you want to work with
someone.
Speaker 2 (12:28):
Yeah, well, I want to go back to this idea of
creating an event, which I thinkis actually a terrific way to
do all kinds of things in termsof growing your network and
building relationships withpeople, and this, like what
we're doing right now.
This is my event creation toolin terms of what I use in my
business and my way of meetingpeople.
(12:49):
I think podcasting is one thing, but if you layer on top of
that, well, let's record thepodcast as a live stream, and
when we do that, we can make itan event.
Exactly, it, literally.
You know, you create an eventpage on LinkedIn and that goes
out there and now you can inviteI can invite my friends, you
(13:11):
and my other guests can invitetheir friends and we're
literally having a time whenpeople can gather and talk about
some topic that is of interestto both of our audiences.
And the other thing about thisis that when you're looking for
how can I meet and talk to andget to know the most interesting
people like my dream 50 orwhatever that number is for you
(13:35):
you know a group of people thatyou'd like to get to know better
and have them get to know whoyou are.
Well, if you're putting onsomething like this you know a
weekly podcast or a webinar orsome kind of summit where you're
gathering people who are goingto be presenters.
There are going to be guests onyour show it's an easy yes for
(13:55):
them to say yeah, sure, you know, flatter me, like, put me on,
put me on your stage, and thisis.
You know, like, my experienceof doing a show like this is
that very few people will say,oh no, I can't be bothered, I
don't you know, like, why areyou bothering me?
It's much more of like yeah, ofcourse I'd love to do that.
(14:16):
Or even if they can't do it inthe moment, they'll say, well,
you know, I'm writing a book nowor I'm doing something at the
moment, but get back to me inlike six months and then maybe
we can do it then.
And it's just a really greatway to open the door to having
this opportunity to have thisreally deeper, longer
conversation with people.
Speaker 1 (14:37):
Absolutely, and that's one of the reasons why I
started my podcast was to dothat right, to not only make
these connections but also,again, this user generated
content.
So if I have my audience andthey're getting this, this
information, disseminated tothem, and they find something
that's key, that gives them anaha moment, they'll share it out
.
Right, my audience will shareit out, and then that creates
(14:58):
another piece of organicmarketing, which is what I just
mentioned the user generatedcontent.
If you have your customers,your employees, your partners
and everyone else sharing yourstuff, you know that's casting
you a wider net.
So you're getting that brandvisibility, that brand awareness
, and now people are becomingfamiliar with you.
So now they can startconsidering you.
(15:20):
If you said something thatresonated with them, so they
could say oh man, javon, yeah,he said he he's a leadership
coach.
Oh, okay, cool, you know, maybeI can use them to come into my
organization.
He's a speaker.
You know Brad does this, thismarketing thing, so maybe I can
use him to help my business,right, so you just start being
top of mind, right, the more andmore and more they see you.
So it's really beneficial toyou if you can create these
(15:43):
collaborative partnerships andwhen someone does share it, make
sure you show appreciation.
You know that's a part ofbuilding that rapport, because
they want to know that youappreciate that.
They want to know that you sawthat.
So if someone, even if I don'treally know them if they share
my stuff, I'll say thanks forsharing.
It takes me literally like lessthan a second to type that in
Facebook and LinkedIn theyprovide a button where I can
(16:05):
just click it right.
Speaker 2 (16:06):
So make sure you're doing things like that, you're
responding to the comments andeverything, because what that
does is that's building youbuilding those relationships
with people you don't even knowwe're seeing yeah, let's talk a
little bit more about that armin terms of soliciting and
encouraging user-generatedcontent as a way of actually
(16:27):
building community amongst youraudience, so that they're
feeling like, well, now we'rehaving our own conversation over
here and we're a bunch ofpeople who all think this way
and we all believe the things wedo.
And the reason that we'refollowing Javan is because he
resonates, like we resonate withwhat he's talking about and so
(16:49):
do all the other people who arehere hanging out together.
And one of the best examples ofthis kind of content creation
goes back to the band theGrateful Dead, where this is so
analog and pre-internet.
But when they did theirconcerts they encouraged and
(17:10):
made special front row seats forpeople who would record the
show live, and like 20 to 40guys down in the front with
these long poles and microphonesstuck up and sort of the high
end, you know real to real taperecording recorders of the time.
(17:31):
And what they were doing is theywere making bootleg copies of
the recordings.
And the agreement was you cando this and you can copy this
and you can share it withwhoever you want, but you can't
sell it.
You know, it's just like we'lllet you do this and we're going
to give you like front row seatsand we're going to treat you
(17:54):
like gold, but you know, andthis is, and you're, special to
us.
And so what happened was, interms of viral spread, every
like those bootleg tapes wereall over everywhere and, of
course, in the way that they didtheir concerts, every concert
was different.
Speaker 1 (18:14):
Right.
Speaker 2 (18:14):
So from one week to the next, their, their you know,
their set list and all thatstuff was a whole bunch of
different songs and they were ajam band, so they improvised
anyway and so it was like evenif they played the same song, it
wouldn't be the same as in theprevious show.
So every time one of these newcopies like this one, the show
in this city and the show inanother city got done, it was
(18:35):
something unique and they becamecollector's items, you know,
and people would collect themand then they basically became
deadheads and we talk aboutcommunity building.
They would follow the band fromone city to the next, to the
next to the next, because thewhole experience was like this
one big giant outdoor party yeah, they got to be with the other
(18:58):
deadheads, yeah, I mean, we'veseen it with Barbie just
recently, right when?
Speaker 1 (19:03):
you know, barbie had a Barbie day.
Everybody was wearing theirpink and you know, really, right
, right, right.
Other level yes, they did somepaid marketing, but what really
carried it was that, again,organic marketing got people out
there representing the brand.
So everyone's talking about itand that's really what you want.
You want to light that fire.
So everyone's talking aboutwhat you have going on without
(19:25):
you having to spend a dime.
I mean, that's the benefit ofwhat we're talking about here.
And sometimes it's really about,you know, planting a bunch of
seeds.
Right, it may not happenimmediately, but as long as
you're willing, again, to keepplanning those seeds.
Like, we're talking aboutrelationships, we're talking
about the user-generated content, we're talking about
collaborations and partnerships.
(19:46):
It's really building thatcommunity for yourself.
So everyone's like, hey, man,this person is really on fire,
this business is really doingsome great things.
You're building that trust,you're building some
sustainability in your businessand it's very cost-effective to
do it this way.
So that's really what we wantwhen it comes to organic
(20:07):
marketing.
The grateful deads, the Barbies, the Taylor Swift, the
Beyonce's people are talkingabout it, evangelizing what they
have going on.
Speaker 2 (20:16):
The last thing I'd like to take a look at is now,
when we come down to the actualindividuals who are members of
this community.
What are the ways that you seethat someone who's small
business owner can reallypersonalize the experience that
that person is having in theirinteraction with the brand?
Speaker 1 (20:40):
Yeah, there's a number of ways.
Right, we talked about socialmedia, making sure you're
responding to them with thecomments, making them feel like
they are heard.
Another way is, you know, ifyou get some feedback, have a
feedback loop, a way that theycan provide some thoughts to you
and then say, okay, we heardyou.
Right, if I send an email, ofcourse I'm going to put their
name, but I also say, hey, replyback.
(21:02):
And if they reply back, I'mgoing to say hey, so-and-so, I
got your reply.
Love that.
You said that.
You know, tell me more about it.
Whatever it is, I want to makesure that they feel valued, and
that is the key for all of thisstuff.
If I create a community, maybeI have it where it's gamified.
I have top contributors, I haveambassadors, people who are,
you know, moderating thecommunity, whatever it is,
(21:23):
giving them options andopportunities to raise their
status, so to speak, in thecommunity.
So, because they get thatfeeling of exclusivity, they're
like, oh man, yeah, my stuff isvaluable, right, I'm
representing this brand and theysee me, I'm a part of what
they're building.
People love that type of stuff.
So make sure you have a way todo that.
Make sure you have likereferral programs, make sure you
(21:46):
have like loyalty programs Ifit fits your business model,
whatever you can.
And when I say loyalty programsit doesn't have to be anything
amazing.
It could be like I talked aboutthe ambassador program, where
they move up in your community.
Maybe there's a leaderboard,just make it fun.
Speaker 2 (22:02):
Yeah, underlying that last one, Make it fun, make it
fun.
Yes, the more fun, the morelong-lasting people are going to
be hanging in there with you.
Speaker 1 (22:13):
Absolutely.
Speaker 2 (22:14):
All right.
Well, we're getting close tothe end of our time together.
If there is something that wehaven't touched on in the realm
of relationship building viaorganic marketing, what would
you like to mention?
Speaker 1 (22:25):
Yeah, we hear a lot about this word authenticity and
it has become a buzzword, butit really is true.
Your best, unique sellingproposition is yourself, and
that goes for a brand like a bigbrand, or it goes for the small
business owner, because peopledo business with a no-lack in
trust.
We hear that all the time, butit's more than that.
(22:48):
People do business with peoplethey know, like and trust and
who have aligned values.
That's a key, like these days.
You want to stand for somethingand you want to make sure that
people understand what you standfor.
Don't leave ambiguity out there, because people are looking for
social causes, people arelooking for social
responsibility.
They're looking for you tospeak on different topics and
(23:11):
issues.
So put that out there.
If you stand for that, makesure you put it on there and
make it a non-starter.
I'm not breaking from this.
It's okay to do that and you'regoing to get some people who
don't like what you're saying.
Don't worry about them.
That's not who you're talkingto.
Talk to the people who alignwith you, who vie with you, and
you'll be surprised where youcan get to in a few months, few
(23:32):
years, sometimes a few days forsome people.
Speaker 2 (23:38):
I like that.
Well, I'm a big believer inreally standing for something.
If you want to stand out, yougot to stand up and say,
literally, take a stand,absolutely, absolutely.
And even though, yes, therewill definitely be people who go
, that's not for me.
I don't want any part of this,but that's okay, because the
(24:00):
people who really think the sameway and believe in the same
stuff that you do, they're theones that are going to stay and
come back and bring theirfriends.
Yeah, and that's when you startto win the game.
Speaker 1 (24:10):
Exactly.
Speaker 2 (24:11):
All right.
Well, if people are listeningto this and they're going, okay,
I totally need help with myorganic marketing.
I want to get this Javon guyand see if he can help me out
here.
What's the best way for them toreach out to you?
Speaker 1 (24:26):
Hey, you can catch me on LinkedIn Javon Wooden,
J-E-V-O-N-W-O-O-D-E-N.
Just shoot me a DM.
Connect with me.
Shoot me a DM, I'll respond.
Or you can go to BrightmindConsultingGroupcom.
Speaker 2 (24:39):
All right, well, I'll make sure that links to both
your LinkedIn page and yourwebsite are in the show notes.
And, javon, thanks so much forcoming on today.
This has been greatconversation.
Speaker 1 (24:50):
Thanks for having me, Brad.
It's been a pleasure.
Speaker 2 (24:54):
And for those of you listening at the end, I just
want to remind you that if you'dlike to go and check out the
entire archive of the StandoutBusiness Show, go to
standoutbusinessshow and it'sall there all the audio, all the
video, all the show notes, allthe links to all the extra stuff
, and you can binge to yourheart's content.
We go live every Thursday 11 amEastern time, and until the
(25:18):
next time, so long.
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