Show Notes:
Is it possible to create quality content without being online every day?
Stepping away and taking a break from social media is important, not just for our mental health but our general wellbeing. A social media detox every once in a while allows us to prioritize ourselves and focus on other activities.
But this may be a struggle for many business people since online visibility is crucial to building long-term momentum and growth. It allows us to connect with customers, increase brand awareness, and boost our leads and sales. So there really is that pull towards having to go online every day to check social engagement and post and post and post.
In this episode, I talk about how to be visible on social media and provide quality content and value without being on social media. How can you use content organically and ads strategically to keep your organic content full and alive for your viewers to continue coming back, without being online 24/7?
Discover why batch creating is important, how schedules are helpful, how to delegate, and learn and apply these tips and tricks for you to enjoy your time outside social media without having to worry about your content and customers.
Share-worthy Quotes:
“Don’t post just to post. Don’t post just to be visible. Post because it’s going to make an impact on your audience because it’s good content.”
“Determine one to two main content avenues for yourself and how you’re going to produce that content and what that content will look like.”
“Make sure you have a team that will take your content, create multiple pieces of content from that one piece and post it for you, so you don’t have to go on social media just to be visible.”
Get the Transcript here:
Episode 14 – Being Visible Without Being on Social Media
Hey, I’m Jess Walman, Facebook ad and digital marketing expert. Welcome to the Ad Agency Secrets Podcast, where I help you take the guesswork out of your ad spend and replace it with profitability. Now is your time, revolutionize your life and create the impact you desire all while freeing up your precious time. How? By taking a sneak peek at the exact methods our full service ad agency uses for our A-list clients while managing over $1 million per month in ad spend. Learn what is and is not working from Facebook ads to copy, to funnels into your overall marketing strategy. Implement these tips and strategies inside your business today and get ready to explode. Grab your coffee and get ready for the Ad Agency Secrets Podcast.
Hey guys! Welcome back to the Ad Agency Secrets Podcast. I’m excited to be doing this because I’ve been out sick the last week. I actually, unfortunately tested positive for COVID. I wasn’t feeling well. Sunday morning, me and my daughter, so we went in to get tested immediately, that was our first additional thought. Brought my son as well, I thought I might as well bring the whole family. Husband was of course watching a Ravens game, so he was going to get tested later that day, could not miss the game apparently. And yes, we came back positive and then we just started going downhill from there. Really, I got the worst of it.
I was the one that was with the massive head cold, body aches and chills, and fatigue, and just kind of like all the things. And it all just hit me for most of the week and started feeling a little bit better towards the very, very end. So, yes, I’m excited to be back. I’m excited to have more energy today and because I was out, which is actually going to go really hand-in-hand with this episode, because this episode, we’re going to talk about being visible without being on social media.
And if you follow me at all, you probably would not have known I was sick because I was still showing up on social media. The only thing I did not do was, I usually do two podcast episodes a week. And normally I try to batch some in advance so that in case something happens, I’ve got an episode ready. And unfortunately I had already gone through my batch and I hadn’t batched again. And then I got sick, and so I only got to do one episode last week, which I was super sad about. But you know, how to take care of myself, but what was cool was, again, if you didn’t really know that or see that, I was still visible all week even though I wasn’t online. I don’t even think I went on social media at all, because I mean, obviously I was taking, just trying to take care of myself and I knew my team would take care of it.
And this is what I want for you guys, I want you guys to be able to be visible on social media and provide content and value, and be seen and grow, continue to grow that relationship with your viewers, even if you aren’t online, even if you’re on vacation. What I want you guys to actually understand is this isn’t anything new for me personally, I never in my business, was very visible online.
It just wasn’t something that I really enjoyed doing, I think, for a long time. And I grew my business. Like my very, very first funnel I launched was just an opt-in to a small little tripwire product. And I put it out there and I was able to get leads. I was able to make sales and that was it. That’s all I had.
And then a little soon after I ended up putting out my first Book-a-Call ad for my agency, and again, didn’t have any other content. I didn’t create content. I wasn’t getting visible everyday. It was just an ad that kept going out in front of my audience and ask them to book a call with me. And I remember I put that ad out and then a few days later, I went to my very first marketing conference in Las Vegas.
I can’t even remember whose it was, to be honest with you, but it was the very first marketing conference. I was so excited. I was actually still in my 9-5, guys at that time. And I booked my first client through the funnel through that direct, Book-a-Call ad. And all she did was opt into a freebie.
She saw my Book-a-Call ad, booked a call, and then she became a client of mine. And I just thought that was so neat because I didn’t even know who she was and I wasn’t online. I wasn’t visible, I wasn’t a big name and yet I was able to book a client. And so from there, I just continued to book leads and referrals, and leads from my funnel.
Eventually what I did was I created five pieces of video content and I created them one time. And they just kept running an ads to my existing audience, to my warm audience, and to continue to warm them up. So anytime someone came into my funnel brand new, through my PDF opt-in, they would immediately get sent these five videos. Not in any particular order, they’d be excluded from the video, if they watch 25% of it. That way they weren’t being sent the same video over and over again. And this was a quick way for them to get to know me and determine if they wanted to move forward with me because they were able to binge watch a handful of my content off the bat.
And that was it. I didn’t even put out any new content, that was it for the longest time. And guys that’s worked really, really well for me. That being said, that is not a long term play. As I’ve grown and as I’ve done more, I’m definitely moving into more of content, creating more content on a consistent basis. And so, the market’s changing, it’s getting more competitive. So we all need to continue to create content, at least content that is made specifically to grow that trust factor. So I want to walk you through, sort of the process that I do for myself organically, and an as to continue showing up, to continue being visible to my audience without having to be there every day to do it.
That’s just not something that I jive with personally and so I really wanted to make sure that it’s not, that I created a strategy for myself that really aligned with my values and how I want to spend my days and how I want to structure my work-life balance, and it definitely didn’t include being visible online every day. The first thing we do is I would recommend to you, which is what I did was determine one to two main content avenues for yourself. So how you’re going to produce content and what that looks like, whether that’s a video, whether that’s audio, whether that’s written and so creating those one to two main content avenues for yourself.
So for me personally, I decided that a podcast would be my main source. I also usually do one live, one Facebook live throughout the week, but that content is based on the podcast episode. So yes, I am doing a new video through the week, but the content is quick and short and exactly what I heard to speak about in the podcast. So I don’t have to sit down and think about new content to speak about. It’s just kind of reiterating content that I already spoke about in the podcast, just in a very short, digestible manner. Usually no more than a couple of minutes long, and this way people can also visually see me, which just adds on to that audio that I already did with the podcast.
Now we’re going to talk about how to use content organically and an ads, strategically. So when it comes to organic, I’ll walk you through a little bit about what we do. Creating a schedule is really important so that you know that you’re only responsible for your one or two content pieces. How many, you decide, to create each week and then your team is responsible for the rest of it. Keep in mind you can batch create them, so this is where I messed up. This last week where I did not, I did batch create, but I didn’t batch create enough and I got sick, and not realizing I was going to get sick. So I missed doing an episode last week, I just could not do it.
For me, batch creating is nice. I can just get them done, like in one day I can do three or four episodes and say, cool I’m done for a couple of weeks now. I don’t like to do too many more than that, to be honest with you, because I don’t like to talk to somebody a month and a half from now in an episode, I like to be pretty current. So I usually do anywhere from three to four episodes upfront. From there, your team should be able to create multiple pieces of content for social media based on the content that you already created. So that you can stay off social media, yet still be visible. So I do want to preface this with saying that I don’t post for the sake of posting.
So meaning, my team already has a schedule in place for social media and we follow it. However, if for some reason I’m not liking the content or we can’t find a good quote, then I just prefer not to post that day and I’ll just tell them not to post. You won’t even see me post that often personally. And I say personally, I just mean like on my personal page and stuff, because I usually don’t post just the post. I post when I feel I have something to say or a question to ask the public or an announcement to make, but you don’t really see me posting daily just to post because that’s just not my strategy. And it’s never needed to beat my strategy.
So based on, if you were to create one piece of content a week, that would be four pieces of content a month, right? That’s it, only four, your team should be able to create anywhere from three to five pieces of content per week, from each of your content pieces. So content like quotes, or they can take a little mini short form, golden nugget, written out posts. If you’re doing a podcast, they can take audio clips on it. That’s enough to keep your organic content full and alive for your viewers to continue coming back to read more, that’s what you want. You want your audience to know you’re coming back, you come back consistently at the same time and they want to listen to you and listen to your expert advice. So that’s more on the organic side.
I think my team, we do, I’ll do my podcast episode, it gets released on Monday. So we post, I think Monday we post about the episode. Tuesday, we do a quote, maybe. Wednesday, I think I do a live on the episode and then Thursday is my next episode that comes out. And then there’s a post on that and then I think Friday’s either quote or a little mini content piece about that one. It literally all week long, this has been going out and it’s usually, we actually do stuff on the weekend as well.
So you can really keep your content calendar full just by one piece of content, even. I mean, you don’t have to post every day, even if you post every other day, that’s really full. When it comes to ads, this is where I excel in, because this is what I’ve done the longest, so once you create those, let’s say four pieces of content again, it’s all you had to create all month long. Then you can put those in ads. So let’s take me, for example, I do a podcast episode and immediately we put it in an ad to my existing warm audience to continue to nurture them, continue to build that relationship with them. What we do is we normally create a Wavve, it’s W A V V E video that has an image or graphic that has a sound bite or sound clip to it, for roughly 30 seconds.
And it’s just taken straight from the podcast, we’re not adding anything to it. The clip is a literary right from the podcast. And the goal is to interest people enough to click and listen to the podcast episode on my website. Each week people can look forward to listening to my newest episode, and each week they get brand new content. That is an easy way to be relevant and consistent with your content to your audience so that they can feel trust and loyalty towards you.
Again, all we’re doing is podcast episode to a mini clip that goes into an ad, and that runs. And so we’ll have anywhere from three to five content pieces running at a time. And then we just keep switching them out as new episodes come out. To my audience, it just looks like I’m visible all the time because they continue to see my ads show up, when really I created these ones and that’s it. I don’t have to really show up anymore. So it’s not hard, it’s not difficult. You just have to do it. Does it need to be video is usually a big question I get and no, it doesn’t have to be video. Obviously, I’m doing podcasts. Now do I love video? Absolutely.
And I think it’s a fast way to grow a relationship with your audience. That being said, like I said, mine’s a podcast. They can’t physically see me talk, but they can hear me. Which will create a relationship much faster than let’s say, doing a blog post or a social media long form posts. So if you aren’t already, start creating minimally one piece of content per week. Run ads to it, keep around maybe four or six pieces of content running at all times. And of course, for organic, make sure you have a team to take your content you create, and create multiple pieces of content from that one piece and post it for you, so you don’t ever have to be on social media and be visible.
All right guys. I hope that was helpful. It’s helpful for me and I know it’s helpful for a lot of my students, and even for a lot of clients that come to us who have a great product, have a great webinar, and we’re telling the need to get visible, but they’re not comfortable on video or they don’t have anything recently made, and they don’t really have any time to schedule to create anything new. And it really doesn’t have to be difficult creating one really good solid piece of content, a week, and that’s it. Not having to create five pieces of content a week because you feel like you need to create five things when really, that’s just going to be fluff content.
I would rather, you create one really good piece of content and then use that, and take from it and create multiple pieces of content from that one piece of really good content, instead of trying to create five brand new pieces of content every week. And really it’s going to be hard to create five solid, really good pieces of the content, every single week, it’s just difficult.
So don’t post just to post. Don’t post just to be visible. Posts because it’s going to make an impact on your audience, it’s just because it’s good content. So if you don’t feel good about it, don’t post it. I’m a big advocate of that. All right, guys. Thank you so much and I will see you guys in the next episode, bye.
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