How many times have you read that consistent content will get you clients? It’s 1000% true but what does it really mean? What is consistency for YOUR audience and YOUR brand? How much content does your audience want from you? Learning the answers to these questions is the key to digital domination and in this post, you’ll learn what it takes to create a brand that converts.
Consistency is Queen… Content is King
In today’s 24/7 digital world, content IS king. Consistency is, as I said in this interview in 2017 with Jessi and Marie of North Star Messaging and Strategy, Queen. The best part about considering your content and consistency as a pair? YOU set the stage for consistency. You decide how consistent you want to be. If you’re looking for a place to start, download my freebie post cadence guide (available here) for some key data points related to how often and at what times you need to post in order to get the results you crave.
Digital Domination is a State of Mind… and FOMO is NOT For You
It can seem like everyone you know is rocking everything on their plate — they’re the badass boss (with a good ass; my favorite of the #VixDoesMantras series), the marvelous momma and the #winning wife who seems to get everything done without breaking a nail or shedding a tear. That’s absolute and total BS. It’s an Insta-Filtered version of life and as part of my CREATE mantra for 2018, I’m also focused on more transparency and less tightropes — FOMO (fear of missing out) is a direct result of our digital domination efforts. We want to be the one to dominate the conversation in our niche and in our network but, at times, we’re actually not offering anything insightful.
How do you avoid that? By considering your audience. DIY-ing your digital empire does not have to break the bank. Dominating Digital Media does not have to dominate your life. Small tweaks — like sharing Instagram Stories 1-2 days a week or committing to one Facebook live per month — will make a difference… if you do it consistently. It will take time, but it IS possible.
Patience is Your Purpose
It may seem like people build six figure businesses overnight but the truth of the matter is that the groundwork took a lot of time. I built The Company by securing 6-figures of contracts in six weeks but that didn’t mean I had six figures in my bank account (and I still don’t… that’s a conversation for another blog) — it meant I secured the contracts I needed to have an income that made ME comfortable and confident enough to turn my Side Hustle into a full-time hustle. That number? That milestone? That goal? It is and — totally — should be different for all of us. Patience in achieving all of your goals is key to your purpose. One way to be patient? Pick ONE network to focus on. For me, 2017 was all about Instagram, and focusing on that network made a HUGE difference (a 10K in 6 months difference!). Block out the networks and platforms YOU want to focus on by month and watch your business grow.
At the end of 2016, I made a decision. This year, in 2017, I was going to give my brands the time they deserved.
I was going to treat myself like a client.
I built a client folder for each of my brands, re-designed my websites, launched several Facebook and Twitter ads and started a content calendar. I blocked time in my calendar to create content for the calendar, to come up with new programs and actually gave myself the hours I deserved, the hours I would give a client with the same profile as me… the hours I needed instead of the bare minimum in which I could create something.
The saying is the cobbler without any shoes, but I was the cobbler with hastily fashioned sandals that could only be optimized when I had the extra time and candlelight to burn.
I noticed a lot of things in the first five weeks of doing this.
One is that I had a massive mind shift about my personal brand. Being a digital media manager, you spend a lot of time behind the scenes. And while I enjoy certain aspects of it, I also enjoy standing in the light and owning my ability to vix everything — and everyone — I work with. That’s a gift and by owning it, I actually became MORE creative for my clients because I felt fulfilled in my own creative expression.
I also realized how little time I actually needed to accomplish this and how little effort I needed to put in to see massive results. That’s a good thing for you, too. Why? Because when you exchange time for dollars, in any way, it’s important to learn how to effectively outsource but also how to be efficient in all things. By doing this, I even created better processes for clients, processes that I have turned into DIY courses for those who are interested in that sort of thing (something that has brought me MORE money than projected in Q1).
The best example of this outcome was that I gained 300 followers organically on my business Instagram by creating a specific pattern with, what I call, an InstAnchor and by answering very few comments.
Why is this important? Because it shows that you can be just slightly more strategic and engaged (or just work with me for a few hours a month) and truly see a noticeable difference in your brand-building efforts.
The bottom line is that by taking time to work ON your business instead of IN your business, everyone benefits. You are happier and more creative, your clients benefit from your personal tests and case studies and you can actively create new opportunities for wealth efficiently and effectively.
It’s a daily practice and something that I am still actively learning how to do but like my SoulCycle classes, it’s one resolution I plan on keeping for years to come.
Creating content isn’t easy, but there are a few ways to make sure you’re targeting the right people AND sharing the right message.
When you are building a social media campaign (that is, a series of posts to announce an event, an editorial calendar for the month or a launch series), you need to figure out the best pieces of content in your “bag of tricks” to connect with your audience, share your message and get the desired response.
“5 W’s and an H” (It’s not just for grammar school!)
Who. Who is the audience? I learned from a colleague of mine to write personas. Personas help you figure out who your audience is. What do they do? Do they do SoulCycle everyday? Do they go to Starbucks? Do they wear clothes from the Gap?
What. What is the goal? Is the goal more followers? Getting people to the website? Newsletter sign ups? Opt-ins for a product or a program? Do u want them to buy something?
Where. Where are you leading them? Where is the path to achieve your goal? Do you want them to consume a piece of content on Twitter? Do you want them to watch a video on Twitter? Do you want them to retweet? Is the ultimate goal to keep them in the social network? Do you want them to comment on the Facebook posts?
When. Do I have a month to do this? Do I have 2 weeks? How about 2 days (we all know this is stressful!) Maybe you have a whole year?
Think about how long you have. The amount of call to actions you use per campaign cycle will depend on how long the campaign is.
Why. What resonates with this audience? What does this audience want to click? What kind of content does this audience consume?
This can go back to who they are and their persona. Thinking think about why they would click on something or why they would follow the path that you created is very important.
How. How are you going to do this campaign? Are you going to put it on Facebook? Are you going to put it on Twitter? How about both? Will Facebook advertisements be included? All of these pieces come together to help you figure out the different elements needed for your campaign.
You may have to go through this process several times to really nail down the key elements of your campaign — from images to logos to promotions — but this is a surefire way to nail the target demo every time.