What does it take to build a successful ecommerce business these days? Is there some secret formula that high achieving sellers like Scott have discovered that everyone else doesn’t know about? On this episode of The Amazing Seller, you’ll hear from Scott as he welcomes back his guest, Jill Stanton.
Jill and her husband Josh are the co-founders of, Screw The Nine To Five. They are serial online entrepreneurs and world travelers. Jill has extensive experience with not only engaging but building social media communities around niche interests.
In her conversation with Scott, Jill talks about building social media communities, why it’s important to target a market with existing social media groups, if it’s a good idea to use giveaway contests, why you need to care about what people you want to reach care about, and much more. Don’t miss a minute of this informative episode featuring Jill’s expert perspective!
Don’t try to build something out of nothing.
If you have a great product idea or a direction you want to take your brand, should you just run with it or are their validation steps you can take? According to Scott and Jill, it is not a good idea to try to reinvent the wheel. Why go out and try to create something out of nothing when you can locate existing excitement and energy around a niche market and build from that? If you want to build a rafting ecommerce brand, then go out there and start connecting with rafting groups! To hear more about this critical topic, make sure to listen to this episode of The Amazing Seller!
Provide value before you try to sell.
Let’s face it, salespeople have a terrible reputation for using people as a means to their end. Just take a look around your social circle, you are sure to find someone who has had a negative experience with a salesperson. What is the solution? Is there any hope for an honest person who wants to make a sale? Yes! Scott and Jill teach sellers like you to focus on providing value before you try to sell anything. Don’t go in, guns blazing hoping to land a big sale. Enter into social media groups and other spaces with the intention of helping others and connecting them to resources. Make sure to listen to this episode of The Amazing Seller as Scott and Jill expand on this important subject!
Don’t take short cuts, play the long game!
Too often people are looking for a quick and easy way to make money and find success. But the truth is, the “Quick” way doesn't usually work! If you want to build something that will last and provide you with a stable income, you’ve got to be ready to put in the work. Building a thriving and successful ecommerce business is going to take time. Don’t think that you can listen to a few podcasts and read a few blogs and then expect to have booming business overnight! The old saying is true, “Nothing worth having comes easy.” Listen to this episode of The Amazing Seller as Scott and Jill encourage sellers like you to play the long game!
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to this episode of the podcast!
- [3:20] Jill Stanton joins the podcast to talk about building social media communities.
- [5:15] Make sure there is an existing community you can build from.
- [10:20] Is it a good idea to launch a giveaway contest for your group?
- [13:00] You need to care about what the people you are trying to reach care about.
- [18:30] If you want to build something, start providing value!
- [22:00] Scott shares the story behind the, “Five Minute Pitch.”
- [24:45] Jill’s advice for sellers who want to start building a community.
- [30:00] Don’t take shortcuts, play the long game!
- [32:15] Closing thoughts from Scott.
TRANSCRIPT TAS 636
TAS 636: How to USE Facebook Groups to Get Traffic, Make More Money and Build Brand Loyalty with Jill Stanton
[00:00:02] Scott: Well, hey, hey, what’s up, everyone? Welcome back to another episode of The Amazing Seller Podcast. This is Episode #636 and today I’m excited because we’re going to talk about how to…
[read more=”Read full transcript…” less=”Read less”]
…use and really grow Facebook groups to get traffic, make money, and build brand loyalty and I've invited on an expert that's been doing this and, well, she's been on the show before actually not that long ago, actually Episode 621, and, yes, her name is Jill Stanton from Screw The Nine To Five. She and her husband run a very, very successful blog and business over at Screw The Nine To Five. You're probably going to want to go check that out. You can go to ScrewTheNineToFive.com or you can just go to the show notes at TheAmazingSeller.com/636.
Now, what we talk about today is really important especially if you guys have been paying attention here over the past 12 to probably 18 months now and I've been talking a lot about building your external email list, your external traffic, your external channels and one of those channels could be a Facebook group. And even if you're not thinking about creating a Facebook group or even a Facebook page which you should because you have to have a page in order to run ads and that is a great strategy moving forward for you Amazon-only sellers is to really start tapping into that. But what we’re going to talk about today is how to not just create a group, yes, we do go in that and she’s got some really great ideas and things that have worked for her but we use some random examples and she kind of just free flies and goes through this and we kind of jammed on this Facebook group building thing. And I think you’re going to get a lot from it. It's also going to be a lot of things to think about moving forward and not just about how to sell the product but how to build awareness around your brand and then people will naturally want to buy your stuff and that's where they get more traffic, make more money, and build brand loyalty comes in because it all does work very, very well together.
[00:02:07] Scott: And when you go to launch a product, it's so much easier to do that and I’ve actually had a past guest on that have built successful blogs only and they’ve went on to sell their own private label products and, well, one girl in the travel space launched her product on a Facebook live and did over $16,000 in sales which is pretty insane. So, that's what we’re talking about so just building the awareness, the attention. You guys have heard me talk a lot about that lately too. To me, attention is the new currency and really getting people to know, like, and trust, whether it's you or your brand, really, really powerful stuff. So, I'm going to stop talking now so you can go check this out. She was on Episode 621 so you're probably going to want to listen to that one because she talks about how they built a $300,000 per year business and very profitable business at that. It wasn't a physical product business. It was an online business and how they shut that down to pivot, and you can hear that at Episode 621 and now this is 636 so go grab the show notes over at TheAmazingSeller.com/636.
All right, guys. I'm going to stop talking so you can listen to this awesome interview that I did with Jill Stanton. Enjoy.
[00:03:18] Scott: Hey, Jill. Welcome back to the podcast, back on to talk a little bit about building communities and Facebook and all of that jazz. What's up? How are doing?
[00:03:27] Jill: How are you not sick of me yet?
[00:03:30] Scott: Not yet. Not Yet. I don’t think I will because you have so much knowledge. I want to get Josh on as well because I know he's got a thing or two that he could probably help us out with affiliate marketing and really…
[00:03:42] Jill: I mean, he’s okay.
[00:03:43] Scott: Yeah. He's a keeper though, right?
[00:03:46] Jill: I mean, yeah, I will keep him for a bit longer. It’s already been nine years.
[00:03:51] Scott: That’s awesome. But, yeah, I wanted to get you back on because the last time we had you on it was all about pivoting and how you guys made this huge pivot which a lot of people to say like, “Oh my gosh, you’re nuts,” but sometimes it feels like the right thing to do and you went through all that and all the head trash that we go through. And today what I really want to do is have you help my audience really just with building communities. You've done it so well and you’ve shut them down so well too so…
[00:04:20] Jill: I probably sound like a lunatic here to your crew because I'm just like, “Yeah. I had all these great things and I shut them all down.”
[00:04:28] Scott: Yeah. We shut them down because, well, we had to but we can talk a little bit about that too. So, what I want to do like, okay, so the people that are in my audience were generally starting selling products in the physical form. We’re doing physical product’s e-commerce. You know, when we started the podcast, it was all focused around Amazon. Now, we’re branching off of that because it's one channel. We don’t want to be dependent. So, what we want to do is we want to build our own external traffic. We want to do that through email list building. We want to do that through audience build. We want to do it just through getting the know, like, and trust factor in the community. So, what I want you to do is kind of lead us through, number one, some tips and tricks on how we can do that successfully, also, so it's not a burden because we get a group. You’re like, “Oh my gosh, I got to manage this thing.”
[00:05:13] Jill: Totally.
[00:05:14] Scott: So, if we’re going to build a group that's going to support the market that we’re in, what's like the first step like what should we do?
[00:05:23] Jill: Number one is make sure there's actually a crew on Facebook who are looking for a group around this kind of stuff. Like if you sell blenders, there's not people like, “Oh my God, I cannot wait to join a group about blenders,” but they are probably looking for healthy recipes to lose weight, they're looking to get feel Fit in 30, whatever it is, and what I really love for the stuff. So, yes, I did have big groups and I did shut them down but I'm not done with groups. I’m starting a whole bunch of pop-up groups this year that are intentional and topic-specific and I love the idea of doing this kind of thing maybe in the new year like if you did have, so I’m thinking like health I don’t know why I picked that but let’s just use health as an example or money or anything that's goal-driven. You could use specific times throughout the year to do these really cool pop-up experiences. Maybe they’re four weeks, maybe they’re six weeks, whatever, but they're all driven around a goal and they all help you sell more of your stuff.
So, the benefit of that is not only do you have a captive audience but you get to have a two-way conversation with these people so they don't just feel like they're being sold to by like they're not joining like, “Yes, I can't wait to interact with a physical product owner.” They’re like, “I really want to jam with someone who can help me get,” insert result here, “and has the solutions I'm looking for and can help me do it in a way that doesn't feel pushy, salesy, or desperate.” And so, using maybe your financial, no, you said physical products. So, let's go back to health then using blenders as a random example.
[00:07:07] Scott: Yeah. No, that's great. That's great.
[00:07:10] Jill: Like, maybe you do a Fit in 30 or a smoothie cleanse group or there's, I mean, you could do it never ending. For sure, you can do a 24/7 group for sure. I love pop-up experiences because what I think people are looking for more of now is experiences, is access, is something cool and new and not just the same old, same old like canned themed post and all of that kind of stuff that we see in so many groups and I feel like I kind of have to take some responsibility for that because I taught that for so long because it worked for so long. And now it's 2000 fricking 19 and we need to switch things up a bit so you need to get creative, you need to bring people in and to experience or challenge or something like that that they want to participate in so you don't just get stuck with a group full of lurkers.
[00:08:01] Scott: So, okay, let me ask you this because we’re talking about a group right now and there's some really good benefits to groups but there's also a couple of things that you're not able to do and that is really unless you know of a way of targeting those people if I wanted to run ads to those people.
[00:08:13] Jill: Yeah. I mean the best way is to get them into, I mean, I’m never a fan of it, but it works is to drive ads to a landing page where they can opt-in to join a group. So, if you're going to do a challenge or something like that like there's going to be a 30-day something, there is a specific outcome that they're looking to get or they’re joining you for then, yeah, they opt-in to get access because the challenge or the whatever happens inside the group. And so, you're saying like I'm going to give you not only access to the group but I’ll have some really cool freebies or whatever, coupon codes, whatever it's going to be, some special promotions or discounts or deals or whatever, however you want to phrase it, but you have to put in your email to get access to all of that. And then you do have a targeted list of people who are interested in that topic or in that product and you can target them with ads. Another thing is to if you're going to do like Facebook lives, do them from your page and stream them into your group because anyone who watches that video from your page for more than three seconds goes into your ad audience. So, there are ways that you can do it for sure but, yeah, you can’t target your group members directly with ads as of yet.
[00:09:22] Scott: Right. And I'm glad you brought up the Facebook fan page thing because I think, I mean, we all should have that anyway as like it's our base thing. It’s our way that we can push ads and I love that you brought up you’re like doing the Facebook live. I mean, when I do a Facebook live in my audience right now, it's in my Facebook fan page and I share it over to the group and then that way there, I do get the shareability from it but I can't really target the people in the group but I can target the people that are on the Facebook fan page and people that are in my email list because I can upload those people and do all that fun stuff. But if you were like starting right now, you’re like, “I'm starting from scratch,” would you think it's a good idea to let's say that we’re going down this road like a blender but then you do like these special smoothies or whatever, right? And so, you did like, “We’re giving away a blender and we’re going to give away access to our group and we’re going to do a challenge,” and then you have people enter their name and email address to, number one, be able to win a prize but then also be part of the group. And then once I get in the group, we’re going to be able to engage with those people.
[00:10:19] Jill: Yeah. I love the idea of a prize pack. I’d probably do something like three prizes like first place is like this baller thing that you’re giving away and then second is like blah, blah, blah and third is like whatever like little hand bullet wand. But like you said, they put in your email and then you have some really great engaging content that incorporates your products into the content so you’re showing your recipes or you’re doing videos or it's like a live cook-along or whatever like a live smoothie-along like let's all come into the group at 7:30 AM and we’re going to make our smoothie together and set our intentions for the day so that we stay on track with our diet. But whatever it is, right, like a way to engage them actively every day, every week, for however long you’re going to have that. And then as you're having this contest, you incentivize by, yes, they have to get on your email list, but they also have to be active participants inside the group.
Like, you have to show up, you have to share your results, you have to say what you’ve been having or making or whatever, what you’ve been doing, and you have to like track your progress with us. So, there's like weekly check-ins like you create an experience for people that they want to be a part of so it’s not just like, “Come join my group, sit there,” and not know what to say, and I'm going to like talk at you for a minute. Instead, we’re getting to know them, we’re asking where they're struggling, why they struggled to lose weight like why do a cleanse now or like why get on the smoothie train now. We’re sharing some of our favorite ingredients, some of our favorite tools, some of our supplements might be iffy because health stuff but like you can always share what you do on your day-to-day routine like they now have stories inside groups that they’re under a certain member limit so you could share that way as well.
[00:12:12] Jill: Like, I love the idea of doing stories inside a group to add another level of engagement and like giving people a glimpse into your day because you're incorporating that blender, whatever, into those stories in any way that you possibly can. And if you’re not really sure of like how to do that, join a bunch of other groups and see what they're doing, what they're doing right, and what they're doing wrong so that you can avoid that because the last thing you want to do like if your intention is to open up a group, like that backup intention should be to grow a community, not to like get people in a group and sell to them and just talk at them. The point is to talk to them and have a two-way conversation, build a relationship with them, and help them get some sort of result before you actually ever go for any kind of pitch. And one thing I love, one quote I love for this kind of stuff is from Jon Acuff and he says, “Care about what the people you care about care about,” and when you do that inside of a group like that's the recipe. Funny because we’re talking blender. That's the recipe for your success with this.
[00:13:15] Scott: Right. Yeah. And I do love that and the problem, though, that I see people also facing and maybe you can address this is like, okay, but then when I want to sell something, how do I sell to them? Because I don’t want to…
[00:13:25] Jill: Well, the beauty of this is like it’s demonstrability more than it is like, “Buy my sh*t,” you know what I mean? Then you’re like, “I'm using the blah, blah, blah model from our line of blah, blah, blah.” You know what I mean? Like you’re conversationally mentioning it. You’re baking it into everything that the group does like I assume you don't just sell blenders or if you do want to have some sort of additional way to engage people like you can now layer an affiliate links with that stuff like, “I don't just use this blender throughout my day. I'm also using this app or this fitness course or like this apparel, this, I don’t know, like this playlist on Spotify.” You know what I mean? Like you can do so many things that doesn't just make it about the blender, but also it doesn't like make it so heavy like, “Ugh, all we do is talk about an F-ing blender in here.” You know what I mean?
Like it’s done in so much more of an engaging way like I love that idea that we just talked about like coming up or sharing your playlist and like opening up for them to follow it and like, “What are you guys listening to today? Like share your playlist,” or what moves maybe of like daily moves for people to do in conjunction with your cleanse or like maybe there's a tea they drink or some sort of supplement or whatever like there's so many options here. You're only limited by your own creativity but groups are great because, A, you can put offers in them now. You can have events so you can schedule these FB lives so people get reminded by them, you can do stories, and you can like I said, you can sell things, you can change your cover image to be really strategic, you can have announcements so that everything stays at the top of the group. You can have topics so maybe it's like smoothie cleanses is one topic or tools I love or like equipment I love or whatever and they always stay on the right-hand sidebar under these topics.
[00:15:28] Jill: And all people have to do is click on the topic and it opens up this new page and everything in there is related to that topic. You just assign for it. So, like equipment you need, or supplements to take or, you know, a playlist I love or anything like that, like the recipe.
[00:15:45] Scott: So, that’s in the group on the sidebar? I didn't even know that that was there.
[00:15:50] Jill: I mean, maybe they’re still rolling it out but I thought that like honest to God like mid last year.
[00:15:54] Scott: Okay. Maybe I just haven't noticed it.
[00:15:57] Jill: It might also be a group setting.
[00:15:58] Scott: Okay. So, that's in your group. That's not on a page.
[00:16:02] Jill: No.
[00:16:02] Scott: Okay. Because page has those other, you know, they have the other things you can actually put your store and stuff in there which is kind of cool.
[00:16:07] Jill: Yeah and another thing I love with groups is polls like find out what people are struggling with, find out like do you need to upgrade your blender, right? Like, do you need to upgrade your ingredients inside your fridge? Let’s do a fridge walkthrough, let's do a cupboard cleanse. Like, there are so many ways you can incorporate your physical products in a way that's like really engaging and creative and unique, and it doesn't just feel like you're selling to people. Even though you’re selling like crazy to people, it’s not done in a way that they’re like, “Shut the F up already.”
[00:16:46] Scott: Right. Yeah. No. There is. And again, I think it’s just like you said perfectly, it’s like think of your audience, how can you help them, do that first, and then the rest of it will just become easy because you're baking it in like you said. When you’re constantly talking about you’re like, “Yeah, this is the X5000 and, yeah, we've created this attachment for it that helps you actually create a smoother smoothie.”
[00:17:09] Jill: Yeah. A smoother smoothie.
[00:17:11] Scott: A smoother smoothie. There’s a thing. But, yeah, so I mean you can go through and always mention that stuff like I mention that a lot. I use the bass fishing kind of thing as I'm not a bass fisherman but it's a great analogy and you’re kind of like, “Hey, guys, I'm out here. I’m actually using my new lure here. It's actually a weedless lure. You can go ahead. You can get a look. This is awesome. I tried this at night. It doesn’t work as good at night but it works great over here.” You’re going to be like, “I want to try that thing.” You know what I mean?
[00:17:37] Jill: 100%.
[00:17:38] Scott: And you’re always being able to get back out in front of those people and I think that’s what it is and so many people in our world and I say our world, the e-commerce space, it’s always product driven, product driven. If people would just adopt the mindset that they can go out there and create the content, the community, the know, like, and trust, the competition isn’t going to be even there anymore.
[00:17:56] Jill: Totally because you're doing, you’re marketing in such a modern, creative, unique, engaging way. That's what people – people fricking hate being sold to but they love the experience of getting something new, learning something, connecting, and like if you didn't have an audience for of buyers or whatever, if you're struggling because you don't have that audience yet, then I would pre-plan about three months before you ever wanted to run anything, before you wanted to open up any groups and I would go get involved in other relevant groups that are related to what you want to do and I would not just like, “Oh, I’m thinking about opening up a group. What do you guys think?” I’d be like sitting in there dropping heat, helping people answering questions because then they are absolutely going to reach out to you privately because that is the way groups work. If you help someone, they’re going to be like, “Who is this person?” They hover over your name, they check out your info, and they message you.
Like that's just DMs are like how the Internet fricking communicates on social media so get on it and then so you’re showing up, you’re dropping mad value in all of these groups and you're going to start building an interest list of people who want to join your group or your cleanse or whatever it is and you just say like you can casually mention this stuff. You just don't drop links outside of I don't even know if any groups outside of business groups would have promo days. I assume not but any opportunity that you can just casually conversationally engagingly mention that you have a cleanse group or a group of whatever, challenge group coming up like approach the admin. If they're open to it, approach the admin and give them an affiliate link like there's so many options that you could do.
[00:19:44] Scott: Yeah. That's a great point. So, how would you approach a group admin in a way that's cool that wouldn’t be like, “Hey, I'm so, so, and I sell blenders and I'd love to promote my blender with you. Do you have any ideas?”
[00:19:58] Jill: I just open up a conversation with them. I would engage on their post, number one, because every group admin hates when their posts go unanswered. That’s the worst. They're just like, “Damn it. Now, I look like an idiot inside this group,” which you don’t. It’s like that’s what happens in group sometimes. So, I would always be engaging with their stuff and I would be commenting on other threads and like if I’m ever talking them up, I’m tagging them like, “Oh well, so and so says and like I love the way they do this,” like you’re relationship building, right? Like, you care about people before you ever expect them to care about you. You do something for them. You add value to their lives before you ever go for any kind of ask. You frontload a ton of value. You become a person of value to them like group owners will notice the stars. You just do because you’re like, “Gee, I love that this person is showing up like this.” They’re rallying the troops. They’re bringing so much content and creativity into this group. People are loving it.
Like, a lot of people get threatened by people who show up and shine inside their groups but it's actually a huge asset to any group owner to have someone a true star in your group because they engage the community in ways that a group owner can't really because people are always in their heads being like, “What’s their motive?”
[00:21:18] Scott: Oh yeah. We actually just had that happen. We just I don’t know if you’ve seen, maybe you didn't see, but we just launched our show that we’ve been working on for a long time. Myself, Steve Chu, Mike Jackness, and Greg Mercer and we just launched a shark tank style show called 5-minute Pitch.
[00:21:34] Jill: Oh, I love that.
[00:21:35] Scott: Yeah. We’re giving away $50,000 prize.
[00:21:37] Jill: What?
[00:21:38] Scott: Yeah. To the winner and we have 32 businesses. We’ve actually recorded it six months ago and we’re going to be doing the announcement of the finalist at Seller Summit in May and it just dropped. It literally just dropped yesterday. We did a launch party for it and everything and it was a lot of fun. And we had one person that said, “So, what’s your motive behind this? Why you guys doing this?” And actually, Mike had replied to it and he told him the whole story and why we did it and the actual true story, now I’ll just say this really quickly, is we were at Seller Summit last year and we were having dinner with myself and the three other guys and we’re like, “Man, we would love to do a Shark Tank style show,” because we had just did like another little version of it through Greg Mercer's he had Go Pitch Win it was called or something. And so, we went ahead and said it would be awesome if we could get together. It gives an excuse to get together. It’d be awesome to be able to just jam with other businesses and then if we get sponsors…
[00:22:33] Jill: Change their lives.
[00:22:34] Scott: Yeah. Change their lives and if we can get sponsors to help sponsor it, we wouldn’t make any money. They would supply the prize but they could have the check. There you go. And so, we’re like, “This is great.” But the only thing that we’re going to benefit is that we’re actually getting attention for doing this thing. That's it. That's the only reason. I'm not making any money from doing this other than I'm getting now in front of more people. I’m getting in front of more audiences. I'm getting all of this stuff. No money is coming back to me directly.
[00:23:00] Jill: I was just going to say because attention is money.
[00:23:03] Scott: It's 100%. You and I said that on the last one, attention is the currency in my house.
[00:23:07] Jill: It is.
[00:23:08] Scott: So, anyway, we just had that comment come in. It just dropped in, yeah. It's going to be awesome and I can't wait to…
[00:23:13] Jill: But people are so, I mean, like I feel like a lot of people get kind of in their head around that and I feel like we just have to expect that like people are getting savvy. There are some bad apples in our space who have kind of given it a bad name and all we can do is show up and serve and eliminate those memories from people's minds. So, we’re just like rock their fricking worlds, do what we can to give them great experiences and we reassure them like, “I understand that you had a bad experience. I'm so sorry to hear that happen. That sucks. You’re not the first person I've heard who has experienced that. I can assure you that ain't me.”
[00:23:50] Scott: Yeah. And I've done that a few times. I've actually said exactly like that because it's so true and I’m like, “You know what, I get it and I'm not judging you because of that. You know what, you probably had a bad experience. I get it. I have two. You know I mean, but I want to be different,” and you just proved to them that you are. Just by reaching out to them, you’ve went one step further than most.
[00:24:09] Jill: Totally. Versus deleting a comment or like ignoring it or whatever it.
[00:24:13] Scott: Right. Okay. So, I know you got to wrap up. We got a couple more minutes. I wanted to ask you go if someone is just starting like but I don't know like how I would even start this thing. Would you say that in my head I'm saying like well let’s do a little giveaway. Let's get that giveaway out there and let's start a challenge or let's start the group or whatever. We might need either advertise or we may need to just go out there and just start again like you said, collaborating with other people to try to get this thing. What would be your way of kind of like kickstarting something?
[00:24:44] Jill: I mean, I love the idea of I'm always a fan of building audience first. I know that something more are like, “No, that’s slow just like spend ads on it or drive ads to it.” I’m like, “Yeah. Cool. I get it,” but some people don't always have an endless budget or some people just don't want to spend money on stupid sh*t. Like, some people want higher margins, and I’m like all for that. So, I would do the work like if you don't want to spend the money to drive ads to get people into a group, cool. Work for it. You have two resources, time and money. Which one do you want to use? If you don't want to use money, you got to put in the time. So, I would be intentional with this and I would start probably, honest to God, I would start three months out. Before I even thought about opening my group, I’d be audience building. I’d be getting on other people's podcast. I’d be doing maybe I would be doing giveaways with big bloggers. I probably would do that actually. I would do social media contests.
Actually, you know what you could do is run like maybe a contest ad on FB or doing IG like wherever your people are. I assume if you have some sort of physical product especially if it's for women, they’re on Pinterest so I would think at least or Instagram so I’d be hacking my way to that. I’d be showing up, I’d be creating great content because even though we said attention is money, current content is what builds attention. So, like be smart about it. Create really cool unique content and then use that content to build an audience, get on other people's platforms, do giveaways, a big blogger, show up on social media, build links, create something that you own like a podcast or a video or I don’t know if like that many people are searching blogs anymore, but we still do a lot of blogging. But actually, do the work, show up in other people's groups, just collaborate, collaborate, give value, spread the word, hustle a bit. Put some fricking elbow grease into this and like build an audience.
[00:26:43] Jill: And usually, you don't need thousands like you really don't. If you have say 200 really engaged believers who love your product, they are so much more valuable than 2,000 people who don't give a sh*t. It’s just straight up. So, you got to like mix the reliance on vanity numbers and focus on engagement and residents and people who believe in your product and your mission and your message and want to help you share it.
[00:27:15] Scott: Yeah. I love it. I think you're spot on. Three months, invest. Invest in that time to build. And I look at it for us there's two different parts for us because we’re in the physical world, physical side of things and we can ramp things up pretty easily on Amazon. That's one side of it, but then we don’t want to be dependent on that so we always talk about external build and audience build and traffic build and all that stuff. And that's why I want to get Josh on at some point too because I do want to talk about the content and the traffic, and the SEO because I do believe that, well, I know it is because in one of the brands I’m partnered with right now we’re getting over 300,000 unique a month from content that we’ve been publishing for about 18 months now regularly every week, plus build an email list and then driving the email list over to the blog content and then not selling.
[00:28:00] Jill: You know, I love hearing that truthfully because it really puts like it just stops anyone from saying, “Now, SEO doesn't work anymore and like blogging doesn't work,” and I'm like, “Really though?” like it does like Google is a thing for a reason. People are searching and here’s the thing like we haven't even, well, this will be Josh's whole thing. I know he'll talk about this, but he'll talk a lot about buyers intent. I know when he's going to talk about anything related to content marketing or SEO or search after or anything. It's going to be around understanding the intent of who you're trying to target. So, if you're just looking for someone who’s like Blend Tech. You’re just like that’s so competitive right versus like Blend Tech review or how to use a Blend Tech or like Blend Tech smoothing or whatever. You know, there are so many options like think about the people who are Vitamix. That is like a culture those around a blender and you just said like I’m one of those.
[00:29:04] Scott: Well, I have one. I’m not one of those groupies for the Vitamix but I have one and I love it.
[00:29:09] Jill: But you clearly bought into the mission.
[00:29:10] Scott: Oh yeah. $450 blender, of course.
[00:29:12] Jill: I was just going to say you threw down some coin to get it.
[00:29:15] Scott: Yup. And I love it and you’re right though and I went through like the Ninja, the $99 Ninja and I burnt that thing up so I’m like, “You know what, I’m just going to get it. You can make soups and ice cream and all that stuff.” I don’t make any of that crap but I think my smoothie or my shake so that's about it but, yeah, so I definitely think moving forward though that's for us, I mean, I've been teaching that now on the podcast for the past like 12 to 18 months because I’ve been really trying to show people like external is really where it's at because there's only, yes, there’s a lot of people that are looking to buy stuff but there's also a whole bunch more that are looking for information that will lead to a sale.
[00:29:52] Jill: Yeah. Totally. Like, play the long game.
[00:29:56] Scott: Yes. Yes. It's all about the long game and the content strategy is the long game because it's not going to get ranked overnight, right?
[00:00:00] Jill: Well, and this is what I love about the long game is not everyone's willing to do it. So, you have people who were coming in, trying to get instant gratification, instant results because that's what they’ve been sold through some bull sh*t webinar or whatever landing page it says like, “Yeah. Real fast result.” but most people aren’t willing to do the long game which I love because I am deadly committed to it. And so, I know any brand that is committed to the long game, yours, anyone's, mine, whoever, they are going to be the ones who rise to the top when it gets too hard and everyone conks out.
[00:30:41] Scott: Yeah. 100%.
[00:30:43] Jill: And then we’re going to be like, “Bye.”
[00:30:45] Scott: Yup. Or the people that are like gaming the system and then their links get deindexed overnight and then you lose all your ranking and your business is gone and then all of a sudden, you go up a couple levels.
[00:30:56] Jill: Yes. Or even any algorithm shakeups. I remember when Josh and I used to just have affiliate sites and it was all driven through like guest posting and SEO and all that. Any time we went through an algorithm shakeup or an update, we’re always like, “Damn it. That one hurt,” because we get just caught in the shuffle but we’d always come out on top of it because all they're doing is just shedding deadweight there.
[00:31:22] Scott: That's it. Yeah.
[00:31:23] Jill: So, as long as you have the stomach to write it, you’re good.
[00:31:26] Scott: Yeah, yeah, yeah. No, I love it. All right. I’m going to let you go. I know you’ve got another appointment.
[00:31:30] Jill: This is so good though.
[00:31:31] Scott: Yeah. This is awesome and, I mean, we’ve got so much more we could probably talk about but we’ll do that another time.
[00:31:38] Jill: I’m just going to keep coming back.
[00:31:39] Scott: I know. I was going to say I definitely want you to get Josh to get on here and we’ll dive in this and SEO stuff and some content because that is a big, big strategy for us moving into 2019 and beyond. So, I would love to have him on. So, I’m going to let you roll. Thank you so much. Enjoy the baby, enjoy your stay with your parents right now in Florida as we’re laughing here. And at the sun-filled community and…
[00:32:08] Jill: Thank God I’m leaving soon and going to somewhere cooler.
[00:32:11] Jill: That’s right, but anyway thank you so much, Jill. I appreciate it and we’ll definitely be in touch. All right. Take care.
[00:32:16] Jill: I can't wait. Thank you.
[00:32:18] Scott: All right. So, there you have it. Hopefully, your mind is going a little wild right now as far as with some ideas on how you can possibly do this in your business and in your brand and you know I've been talking a lot lately about running your market through this filter, or through these different steps in the formula and I call that my ECOM Business Formula. That's where we really validate the market and she said that in the very beginning like make sure before you even go into this that you can actually build an audience, whether that's on Facebook, whether that's on YouTube, whether that's your own email list, whatever, making sure that you can get the attention in a space because it is going to come in very, very handy and you don’t want to get to that point where you can't do that. So, yeah, if you want to go check out that formula, by the way, you can go to ECOMBizBook.com. Again, that’s ECOMBizBook.com. It lays it all out there for you. Yes, you will buy me a cup of coffee when you get the digital version but it will be well worth it. Trust me. All right so go check that out.
And definitely go check out Screw The Nine To Five. Again, that's ScrewTheNineToFive.com with Josh and Jill Stanton and I’m going to be having Josh come on because he's an SEO expert and he’s going to talk to us about content creation, but then also how to get it index and how to get it found by our audience so it leads people back to our home base which is another thing we talk about in the 10 step formula for building a future proof brand. All right. So, go check them out. ScrewTheNineToFive.com Josh and Jill Stanton, great couple, great people and I really, really enjoy hanging out with those guys and learning from them as well so definitely go over and check them guys out. All right. So, guys, that's it. That’s going to wrap it up this episode. As always, remember, I’m here for you, I believe in you, and I am rooting for you, but you have to, you have to, come on, say it with me, say it loud, say it proud, take action! Have an awesome amazing day! And I’ll see you right back here on the next episode.
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