Ever feel like a small fish in a big social media pond? Let's get you ready to take on
the competition by diving into my biggest secrets for how to market a new business on social media.
I've grown my business from scratch to multi-7 figures so I'm gonna share with you some of my
biggest strategies so in today's video, I'm walking you through 3 unique types of social media
content to create so that you can grow that know, like, trust factor with your audience and warm them
up to buy from you, and did you know that there's this number one rule for social media that can
make or break the success of your channels and if you've never heard of it before, don't worry,
not enough people have but I'm gonna let you in on this magical rule later in the video. And let's not
succumb to social media saturation, that's a bit of a tongue twister. I wanna show you the 3
ways to intrigue your audience and hook them into your social media content so stay tuned to the end
of this video for those. As I mentioned, there are 3 different types of social media content to
create to grow that know, like, trust factor with your audience. I like to describe this as the
visibility ladder. So, if you imagine that you have this ladder of your content at the beginning of
the latter, this is where your audience is you know maybe not as warm to you, they don't know who you
are yet, they're just starting to discover you. So the beginning of your visibility ladder is called
discovery content. This is when a new audience member maybe finds you for the first time or
they just enter your world and they're at the lowest level of intimacy and the type of content
that they're seeing from you is called discovery content. So, in this content, this might involve you
know an Instagram post or a produced and scripted YouTube video that they can find organically
and then this content warms them up to being more aware of who you are and the solutions that
you provide. Let's compare this to dating. Discovery content is seeing someone across the room. You know
maybe they're attractive they're intriguing or maybe it's a blind date. Being introduced
by a mutual friend, it's that first handshake, that first conversation where you just cover the basic
small talk but not just small talk because who can get by on just small talk. We small talk them with
charm, some stories, some humor to get to know them and if you want the relationship to grow, it always
has a call to action. Think of it like if you were on a date with someone and you wanted to see them
again, do you play hard to get or do you just ask them to see them again? So in this case you can say
click the link in the description below or follow me on this platform or reach out this way.
So this type of content is introductory when it comes to getting to know, like and trust you
and it should answer typically some common questions that you get and provide
more information about your niche and offer introductory solutions or opportunities for people
who are brand new to it. For me, my most common discovery content is my YouTube channel. So people
might google or YouTube search looking for a solution to answer a question or to be entertained
and maybe they find my videos where I tell a story, I answer the question to solve their problem
and then tell them where they can opt in for more information or more value
and where else that they can follow me so we can continue to develop that relationship. See what I
mean? Always ask for the next date, don't play hard to get because then this leads into the second
step of your visibility ladder which is rapport building content. You've already gone through
the discovery, you've gotten to know each other a little bit, now it's on to building rapport. When
you're building rapport with your audience, you can typically make the assumption that people seeing
your report building content at least already know who you are. They're at least a bit familiar with
your content, they probably know a bit about you and your business, they've typically signed up for
your email list or they've clicked the follow button on some of your social media platforms.
But, they could use some more warming up when it comes to your movement and the solutions that you
can provide to them. This also means that you don't have to keep reintroducing yourself with every new
Instagram post or Facebook live. One of the things that I notice people do a lot, I'm gonna bring it
up to make you aware of it and just so you know not judging, just saying everyone does it. Have you
ever seen someone start a video or a Facebook live with hey guys, just popping in real quick.
Why do we do that? Why do we pop in real quick? I get the feeling that when people say they're just
popping in real quick, it seems like they're trying to tiptoe around, they're trying to
subtly slide into their timeline instead of just powerfully showing up, making the statement that
they're here to make. If you ever catch yourself popping in, I want to encourage you show up
powerfully, don't be apologetic for showing up on their timeline. You know that you have value to
bring to the world so #StopThePop. Rapport building is so important because it's ultimately
what leads to conversion for your business. After your cold audience has been introduced to you
through your discovery content where you teach and provide value, they'll want to get to know
you further. So, if you're like me I like to over deliver in the rapport building stage to encourage
the trust building with the audience so that when you do eventually promote your paid offers to them,
they'll think well if they gave that away for free, imagine what I get when I actually invest
some money. This way you don't have to spend time or dollars trying to convince them that your offer
is valuable. You've already built that know, like, trust. So, the discovery phase, you can think of
your audience as cold, in the rapport building they're warmer, so now what the next step is
phase 3, you're going to bring them to being a raving, warm, hot audience member
with behind the scenes content. This is basically the closest, the most intimate your audience can
get to you, the most familiar they can get to you and your message. You know one time I was at an
event and I was in the restroom minding my own business, washing my hands and this girl comes up
to me and she's like oh my gosh, your Instagram stories yesterday where blah, blah and it's like
she kind of talked to me as if she knew me but I'd never met her before, isn't that interesting?
That's the power of content, that you can reach so many people they love to watch your journey play
out and they feel like they're a part of it. Now, I love behind the scenes or what I like to call
VIP content because it gives you more freedom as a creator and also more authority as an entrepreneur.
You can assume that the people watching or listening to you at this stage are quite
familiar with you and your message on at least one other platform and they've opted in to get even
more intimate with your content. So, your behind the scenes content can be more casual, more vulnerable,
it also allows your audience to feel like they're getting a sneak peek or behind the curtain of you.
I've also used this to document an upcoming launch so that people got to see all the behind
the scenes and it created demand before I even launched. This is a really cool way to be able to
document what's going on in your business and in the day-to-day aspects, it creates
a more thorough picture of your life so that people feel like they really know who you are.
Your behind-the-scenes content should still be intentional and purposeful and if you're sitting
here thinking, vulnerability? That sounds terrifying. Well you're not entirely wrong. It is definitely
hard at times to be vulnerable with your audience at first but you will be amazed by the ROI you can
receive in terms of impact and profit when you choose to share and be more vulnerable and show
this side of yourself. In this day and age, we're looking to see past the highlight reels, right?
The more authentic you can be on social media, in my experience, the better. Earlier in 2020, I went
through a divorce and it was really hard to share this with my audience because part of me felt like
I've failed and why would people want to listen to me if it looks like i don't have my life together.
But what I decided to do was to share what was happening with me, of course appropriately, never
in a way that was like messy or inappropriate or sharing things that weren't mine to share
but I shared this shift in my life with my audience weeks before I was about to step
on stage at Funnel Hacking live in front of an audience of 5,000 people and I documented my
journey from changing my name, rebranding my entire business because of what had been changing in my
personal life and I found that because I embraced this message, my audience embraced me and I had a
lot of people reaching out to me that could relate to my story. Not necessarily anything
to do with a marriage ending but showing that you can go through difficult things
and persevere and still keep moving forward in your life and that was a really powerful
experience that when I did step on stage at Funnel Hacking live in front of that huge audience,
I opened and closed to a standing ovation because people had followed that journey the entire way.
You can almost think of these stories you tell and the different sides of yourself
as different story lines. You know maybe you'll notice that on TV shows you'll see that they have
an A story, a B story, a C story and so on. So, think about whether it's your favorite show like Friends
or Grey's Anatomy or even Keeping Up with The Kardashians. As an audience member, you get super
interested as you follow one story line, then a commercial breaks and then you're brought back
to a different storyline and in the end, everything all weaves together. This can also be demonstrated
in your social media content when you're sharing yourself behind the scenes. So, what do you think?
Do you have all 3forms of content covered? Discovery, rapport building and behind the scenes?
Which one do you think that you could create more of? Let me know in the comments below.
Now that you know the 3 steps of the visibility ladder, I want to share with you
the number one rule that you need for any time you create any piece of content and
that's the 80-20 rule. 80% of your post should be regular value content building the relationship
and 20% is selling. So, your posts need to be of value to your customer or your ideal client
before you even go in for that pitch. It's kind of like dating your audience. You want to build that
relationship before you ask for the proposal. If someone asked you to marry them on the first date,
you'd probably for the most part probably say I don't even know you yet. You want to make sure that
this relationship is mutual and goes both ways. One of my favorite movies to use as an example of this
is the movie 50 First Dates. You might know of the story, the characters played by Adam Sandler and
Drew Barrymore, Henry and Lucy. Henry is trying to date Lucy but Henry doesn't know that Lucy
has short-term memory loss. So, they have breakfast together, they make a little waffle house together,
everything's great. Well the next day when henry approaches her again, she doesn't remember him
and his advances come off as offensive. But if she had remembered him, they would have been welcomed.
So, what I'm trying to say is it's not that your audience has short-term memory loss, but we do have
short attention spans and it's our job to keep showing up for our audience and building that
relationship with them before we ever advance or ask for the proposal. I want to share with you one
of my most lucrative story selling frameworks but before we do, have you subscribed to this channel
yet? If you want to bring your business closer to infinite cashflow with evergreen content and
incredible offers, go ahead, hit that red subscribe button to be notified every time I upload.
There are 3 ways to intrigue your audiences to your social media content but the first one
seems simple but not always easy and that's to remain consistent. First of all so you keep showing
up for your audience, you don't ghost them after dating them, that you keep showing up and providing
more value and building that relationship. When it comes to the platforms, the algorithms also
love this. They're going to keep promoting content from people that are continuously creating content
that people are engaging with. The second one is my favorite that I want to share with you. It's
my proprietary story selling framework. It's an acronym and it is called ELSA. You might think Elsa
the snow queen like from Frozen, yes, but for these purposes, do not let it go. ELSA is an acronym that
stands for epiphany, lesson, story, application. So, in any piece of content you create, we want to first
start with E, epiphany. You want to reverse engineer the outcome. What's the epiphany that you want your
audience to have? If you have this in mind before you create your content, we can make sure that
all roads lead to that big breakthrough, that big "aha" moment that we want your audience to walk
away with. The L in ELSA is for lesson. What's the framework that you can give them? What are
the steps that they can implement to get to this outcome? Now, we don't just want to be like Charlie
Brown teacher at the front of the classroom like... step one, step two, step three.
The best educators, the best marketers spend time on the story. So, S in ELSA is for story. So, you
wanna create a story that's gonna connect with your audience. Memories are created because of an
emotion so you want to tell a story that connects to your audience, whether it's through humor or
tugging through at their heartstrings or just something that they can hear this story and think
I see a part of myself in that, I can relate to this and then ties back into the lesson and the
epiphany and then finally, we end with A which is application. How can they now apply this to
their life? Is it a call to action telling them to watch the next video or click the link in
the description below or click here to go sign up for this next product? Always rely on ELSA so that
you can actually lead your audience through that epiphany, lesson, story and application. And third,
make sure that you're always engaging with your audience as it's building. So, make sure you're
always replying to comments and ask for those comments. You don't want to just assume or hope
that they'll comment or like. Give them an actual question and say hey, I'd love to hear from you and
ask a specific question that can have a specific answer, not just a yes or no. Another thing I'd like
to do is give polls. That way you can actually get opinions for people. People love to share opinions.
If you are ready to take your content marketing to the next level with a one day a month strategy
that drives leads for life, I'd love you to click on the link below and reserve your
spot in my next free training. This is the exact strategy that my 6, 7 and 8
figure clients use to maximize their cashflow through online content and you could be next.