Latest / Founder Unfiltered - What Founders Think But Never Say / The Two Marketing Channels I Built My Entire Business On

Transcript

The Two Marketing Channels I Built My Entire Business On · Founder Unfiltered - What Founders Think But Never Say

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  Welcome to another episode of 6 Figure Secrets for Fractional
• 0:03
  Experts. My name is Bradley Jacobs.
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  I'm your host, the founder and CEO of Mylance.
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  Before we jump in, Mylance has this incredible tool we built,
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  honestly, selfishly for my own use, but we were now allowing
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  you to use it. It helps you identify the
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  content that's going to resonate with your ideal customer so you
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  can be attracting clients and customers on LinkedIn gives you
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  a content calendar. It writes post in your voice.
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  It learns your voice over time. It's incredibly powerful and our
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  users are loving it. So come check it out.
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  Today's episode is about the channel that I've used to build
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  this entire business. I get it all done in under an
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  hour per week, like literally one hour.
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  And I'm going to tell you how you can do that too.
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  Also really going to talk about what prevents founders, business
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  owners, fractionals from being successful with marketing.
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  One thing that I've really struggled with honestly the
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  entire time, building my business and I, I get to keep
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  coming back over and over and over again to the disciplined
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  focus. So we're going to dive in right
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  now. The truth is that there's a
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  million different ways to grow your business.
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  And that in and of itself presents a huge challenge for
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  business owners because there's really no right way.
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  And every person you've talked to has a different idea or
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  ideology or they're like, I swear, this is what works and
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  there's no right answer, right? Like, you could build an entire
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  business on SEO or Meta ads or LinkedIn or your podcast or
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  whatever, right? But there's no right way to do
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  it, people. Some people swear by
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  partnerships. There's truly no right way.
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  And so I've been struggling with the varied lack of focus as I
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  built my business. And so I've really forced myself
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  to narrow in what I do and frankly say no to literally
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  everything else. And I've done this over years.
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  I've trial and error and made mistakes and gotten distracted
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  and spent money on ads that don't work and invested in
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  partnerships that went nowhere and on down the line.
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  So I've I've done a lot of different things.
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  And really from that experience, I've honed in on a strategy
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  that's been incredibly successful over the last number
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  of years. And I'm going to share that with
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  you here today. Now, it's going to sound like we
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  do a bunch of stuff and we do, but it all comes really from one
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  main pillar. So you can think of, if you can
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  imagine in your brain right now, wherever you're listening to
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  this, there is a triangle, basically a pyramid.
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  And at the top, the very top of the pyramid is this podcast,
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  because this podcast, we do two different kinds of episodes.
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  As you probably know, we do these audio only episodes.
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  And then I do a video episode with a guest and I alternate
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  every other week regardless. The episode obviously is a
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  podcast and that's a marketing channel in and of itself,
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  whether Spotify, Apple, YouTube. But then I have the transcript
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  and I take the transcript and I turn it into multiple different
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  kinds of content from there. So that allows me to basically
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  record one thing once a week, whether this episode will be
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  about 15 minutes or the other episodes between 35 and 45.
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  And all of a sudden I have content across every major
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  platform. So the video, right, we chop
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  that up into shorter clips and the audio or I guess both audio
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  and the video, we have the transcript and we turn those
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  into a blog, a newsletter, LinkedIn post, tweets, that's
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  it, those four. So, and then the video, we take
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  those short clips across LinkedIn, Instagram X and
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  YouTube Shorts. So from one pillar up top, the
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  main content source is this podcast.
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  And then we're able to distribute it across a number of
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  different sources. So you end up, we end up being
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  all over the Internet, but it takes such little time because
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  we're not reinventing the wheel every single time, right?
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  It comes from one major content source.
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  Now, the second thing that is what we really focus on in
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  addition to the podcast is LinkedIn, right?
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  And I said we take the transcript and we turn it into
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  LinkedIn post. But that's not all we do, right?
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  I also am using the Mylans tool to publish additional pieces of
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  LinkedIn content that hit on the pain point of our ideal
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  customer. So those are the, you know, the,
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  the title of this episode, right, is the 2 channels you
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  need or that we use. And so the podcast, which turns
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  into a bunch of different channels.
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  And then we have the LinkedIn post that I generate from the
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  Mylands tool itself. Now there's a strategy here that
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  has taken everything I've done to a whole new level and it's
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  really what kind of guests we have on the podcast because it's
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  great to have the podcast and as long as it's adding value, I
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  kind of don't really care. Like that's all this is about.
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  Like I just want to add value, add value, add value in return.
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  You're building Trust and will come work with us.
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  But the whole idea is this is a free resource, add value, add
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  value. Because the reason I got into
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  this business is because I love helping and serving people.
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  So the the game changer though, has been getting guests on the
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  podcast that one add a tremendous amount of value. 2
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  are incredible experts in their field, 3 already have a
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  following and four have some sort of complimentary service or
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  product to what we have. Because what ends up happening
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  there is they distribute the podcast to their audience.
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  So in a way, it kind of acts like a partnership and sometimes
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  we even do an affiliate deal with them, right?
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  So the podcast is now not just LinkedIn content or X content or
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  Spotify, YouTube. Now I actually have, I'm
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  touching partnerships and affiliates with this, but also
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  there's an opportunity for that person to be our customer.
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  And sometimes they have a podcast also.
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  And then they invite me on their podcast and all of a sudden I'm
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  now a speaker. And that's happened actually
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  multiple times. I've been on maybe a dozen
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  podcasts at this point over the years.
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  So by taking what I'm doing and going to the next level, which
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  means there's some research required on my side of who do I
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  actually want on the podcast, which guests are going to add
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  the most value to our audience and are going to be beneficial
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  overall to our business, right? The end of the day, our business
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  is all about adding value. And so the more people I can get
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  in front of, the more opportunity I have to add value
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  to those people, which means that the guests that I get on, I
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  can't just take anybody who comes to me, which frankly, at
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  the beginning I was pretty LAX. I was like, OK, like if you have
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  some expertise in the area and you can speak well on the topic,
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  I'm happy to have you on. But we're at a place now where
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  frankly, we can command better gaps.
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  We can command the real expertise.
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  I can find bigger experts in the space.
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  And what that takes is being willing to put in the time and
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  research, but also being willing to ask like these people,
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  frankly, like I want the biggest people on the planet, right?
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  I want the people that are the best experts in the world in
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  this space so that you get the most value.
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  Which means when I'm scared of asking someone who has, you
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  know, a million followers or whatever it is, or has this huge
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  distribution, this big name, whatever it is, I get to
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  basically get over it. Because really, what's the worst
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  that happens? The worst that happens is they
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  ignore me or they say no or they make fun of me for even trying.
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  That maybe is really the worst case is someone to say like,
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  wow, funny joke, you thought you could get me, which is so
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  incredibly unlikely to happen that someone would ever say
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  that. But if I just play out the worst
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  case scenario, that's probably it.
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  And could I handle that if that happened?
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  Absolutely. Like, it wouldn't feel good for
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  sure, but I could handle the emotional experience.
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  I would process it. It would be OK, and I'd move on
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  to the next person. And I would basically probably
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  respond or either not respond or just be like, hey, like you
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  could say no without being rude, right?
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  No, no, no big deal. So there's an element of my own
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  imposter syndrome, my own, like, am I big enough to get this
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  person on the podcast? And it's like, those thoughts
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  don't serve me at all, right? So I basically get to
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  acknowledge them and do the courageous thing anyway, which
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  is doing the action in the face of fear, right?
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  And going to these guests and saying, hey, I think you could
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  add a lot of value. It would be great distribution
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  for you. More distribution never hurt.
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  Do you want to come on the podcast?
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  So the strategies themselves are one thing, but how you execute
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  them is everything, right? And it's the same thing around,
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  let's say the short clips, like if I record this podcast and
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  then the clips that we cut aren't great, right?
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  Then we're kind of wasting our time.
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  So there's a quality component with every single aspect of your
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  marketing where everything really needs to be in line,
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  starting with who's your customer and what's their pain
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  point. So that's the first exercise we
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  do. All right, who's my customer?
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  What are their pain points? What's our differentiator?
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  And how do we make sure that our content is weaving a strategy, a
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  story through all of that as we go?
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  And how do we nail quality without taking forever?
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  Because we can't be perfectionist about this.
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  How do we nail a, a quality output that doesn't take
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  forever, that's going to add value, that's going to resonate
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  with our ideal customer and that's distributed in as many
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  places in as little amount of time as possible?
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  And over the years, I have found that these combined 2 strategies
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  podcast plus the LinkedIn content is the best way to
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  maximize my output for my effort.
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  And I'll just go a little bit deeper in how we think about
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  what kind of content to put out there because I'm still keeping
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  it a little bit high level. So if we think about this
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  podcast, the way I think about it is all right, if our
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  customer, our founders, business owners, independent consultants,
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  they're all business owners that are usually early to middle on.
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  And maybe they've been doing their business for a few years,
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  but they're not, you know, as established as a lot of other
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  founders might be, a lot of other business owners might be.
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  And So what do they want to hear?
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  They want to hear success stories of people that have been
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  there and done that. They want to hear from coaches
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  who have an expertise that helps this customer maybe in a
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  slightly different way, right? Like maybe it's a mindset coach,
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  or maybe it's a financial planning coach, or maybe it's
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  someone who's more tactical with automation system, whatever it
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  is, right? Like coaches that support the
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  same customer in a slightly different way than we do, or
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  even in a very similar way that has a slightly different take,
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  which everyone's going to have because no one else is me,
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  right? The takes are always going to be
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  slightly different or an expert in something that's related to
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  what you're trying to do. So I brought on sales experts or
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  marketing experts or branding experts because at the end of
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  the day, the main goal of this podcast is to help you grow your
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  business by attracting new clients sustainably and
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  effortlessly. I wish it was effortlessly, but
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  as most as best we can, right? So the sales people, the
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  marketing people, the branding people that are total experts in
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  their field are amazing to have on this podcast because they
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  bring another layer of expertise that is different and and deeper
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  than mine. And of course you're going to
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  want to hear from the business owners who've already been there
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  and done that. I've had a number of agency
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  owners on this podcast or fractionals that have built up a
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  multiple 6 figure business. It's like what?
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  Here's what I've done. It's just really simple.
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  It's almost like the how I built this podcast where I used to
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  love that when I was an early on founder of like, all right, give
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  me the the details of what it was like in the weeds of that
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  company early on. So I'm really trying to think
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  about from your shoes, from the listener shoes, what is going to
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  be interesting, inspiring, educational for you.
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  And then that allows me to basically say like, OK, that's
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  going to be the strategy here. And I'm going to have that lens
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  on the on who I invite into the podcast that then becomes the
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  top of the pyramid distribution funnel for the rest of the
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  podcast. So you get to ask yourself, what
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  am I going to do with all this information?
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  Because it's all great in theory, but it's like, what do I
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  actually want to do? And so I'll tell you that the
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  lowest hanging fruit for sure is posting on LinkedIn, right?
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  It takes such little time. Use our tool, don't use our
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  tool. Find a way to show up on
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  LinkedIn a few times per week after you've done a little bit
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  of work nailing down who's your customer, what's their pain
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  point, and what should be my content strategy if you want to
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  go the podcast route, and I do highly recommend this because it
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  can be such low hanging fruit is finding someone to support you.
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  So I've been amazing producer and editor of the podcast who
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  one holds me accountable, but 2 takes this file that I'm about
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  to give him when I'm done recording this.
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  And he's the one who turns it into the actual Spotify, Apple,
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  YouTube clip that you'll end up listening to.
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  And he cuts the video into shorter outputs.
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  So he does a lot for me. And one of the biggest things is
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  that accountability. And there is no freaking way I'd
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  be able to do this without him. And as you listen to this
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  podcast, you realize there's no ads, there's no big intro.
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  We don't have a little musical thing at the beginning or the
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  end. There's no fanciness with it,
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  right? And will we get there someday?
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  Maybe, but I launched this podcast with literally like a
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  graphic that I think was AI generated a name.
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  We spent a little bit of time workshopping and then I was
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  like, you know what, let's just get content out there.
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  This is just about adding value. This doesn't need to be pretty
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  beautiful. Like it just just get it out,
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  right. So these are super simple.
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  We don't overcomplicate things because I just don't think it's
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  necessary. Like it's not worth it.
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  So finding someone like him, we actually have another partner
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  that does these these productions.
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  So I'm happy to, we'll share that in the show notes as well.
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  If anybody wants an intro to my producer, I'm happy to introduce
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  introduce you to him as well. And you just get it out there.
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  And the other thing I use, I use podmatch.com.
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  It's $6 a month. It shares what our podcast is
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  and basically people ask me to be on our podcast.
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  So especially when I was getting started, it was a great way to
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  find guests and it made it super low heating fruit, not time
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  consuming to find my next guest. And from there, there's a lot of
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  AI tools and automations to take the transcript and at least get
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  a draft going for your blog, newsletter, LinkedIn post,
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  things like that. All right, that's going to wrap
• 15:04
  today's episode. Thank you so much for listening.
• 15:06
  If you got value out of this, share it with a friend, give us
• 15:09
  a rating, ping me on LinkedIn. It really means the world to get
• 15:12
  those kind of acknowledgments. And lastly, come check us out at
• 15:16
  my list. We have this really new tool.
• 15:17
  It's fucking amazing. We're still in beta.
• 15:19
  We're doing a discount for 50% off for any beta user.
• 15:22
  You'll be grandfathered into that for life.
• 15:24
  So come check it out. It's been such an amazing, so
• 15:27
  well received and we're working really hard on having a truly
• 15:31
  right like you better than any other AI tool out there.
• 15:34
  All right, that's it. Signing off.
• 15:35
  Have an amazing rest of your day.
• 15:36
  Share this with a friend.