Latest / Success Story with Scott Clary / Lessons - The Power of Personal Branding | Theresa Depasquale - CEO at Capture Social Group LLC

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Lessons - The Power of Personal Branding | Theresa Depasquale - CEO at Capture Social Group LLC · Success Story with Scott Clary

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  In this lessons episode, you'll learn how to leverage personal branding as a long-term
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  performance marketing tool. Discover strategies for authentically growing and engage community,
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  creating effective content and balancing infotainment across platforms without feeling overwhelmed.
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  This episode highlights the importance of clear messaging and choosing the right platform to kick
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  start your brand's success.
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  People have a hard time understanding how it could be a performance marketing tool.
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  Like you said, over time, it can increase your row-as. But day one, it's not like you light up
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  an ad set on Facebook or on Google and immediately you see the traffic coming in.
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  It's a nurture campaign. It's time. Yeah, totally.
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  Yeah, so you have to build it up over time. So I think the best time to start is always yesterday,
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  right? And this is where you got to start building. I mean, you built your personal brand
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  for fitness category for a fitness business. And then it's interesting. It echoes what I'm
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  experiencing right now. I built a personal brand for actually no reason at all. But now that I've
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  moved between companies and move between different things that I'm working on in my life,
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  like the eyeballs follow. And even if not 100% of the people that cared about your personal brand
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  when you were in fitness, care about what you're doing now with social, some of them do.
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  And then you build a community and then they sort of follow you throughout your career.
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  And I think that this compounding effect is really lost on people. They don't understand,
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  like you look at Gary Vee, I mentioned this all the time and this is obviously like an OG
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  personal brand builder, right? You see the businesses he launches. He launches businesses,
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  like it's going at a style, like empathy wines, VaynerMedia, VaynerSports, V friends,
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  whatever the hell other business he does now. He just launches them against his audience and you
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  immediately have a million people, two million people, 10 million people. They look at this new product.
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  Yep. He has eyeballs. He has eyeballs. Some more people should do this.
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  Totally. I agree with everything that you're saying. And I think that like one of the things also
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  about when you're saying like starting and then pivoting, people will follow you because also
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  it's really inspirational for them. I'm like, I've had so many people that are like, I just,
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  you're so inspiring. Like I can't believe you did that. It's like making me think about what can
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  I do? And like they love being part of that journey. They love it. So I think people think they
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  get scared that they might not have that. And you're going to lose some people. I mean shoot. I
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  probably have 10,000 perverted men when I stop posting fittest. Which is fine. That's also okay.
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  So not a big deal. My stuff. So get off my page. But I'm just saying I probably lost more. I
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  think I at one point I had like 260,000 followers. So I'm at like, I probably lost like 40,000
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  followers when I stopped posting. But it doesn't matter to me because like they were never going to
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  buy my stuff to begin with or just purge a page. Exactly. You know what I mean? So now it's like,
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  I have genuine people who actually care about my stuff. So sort of like a beginner's playbook
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  for thinking through personal brand content. You mentioned one sort of tactic, which is batch producing
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  and then content repurposing, which is a really smart tactic. Maybe just walk through what that
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  process would look like because then I also want to understand the message that somebody would
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  deliver when they're actually creating what should that message be spoke about authenticity,
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  which is a buzzword that's thrown around like a lot a lot. So we'll get into that in a second.
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  But yeah, first that that's sort of like that tactical thing to make it less stressful.
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  Okay. This is such a big topic. But I mean, I think the part, the first thing you really need
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  to understand when you're going to do this and this is where I'm, this is what I'm great at,
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  is like looking at your personal brand be like, what is my message? Like what are my core brand
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  topics? Like what am I going? What is my expertise? And I think a lot of personal brands like make
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  the mistake and they just talk about too many different things so their message gets drowned out
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  lost. And so it's really being clear on like, what are those core brand topics? Like what is your
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  marketing content? Because your marketing content is different than your core brand topics, right?
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  Core brand topics are what it's going to position you as an expert and build that trust
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  relationship with your audience. And the marketing content is what's going to drive people to take
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  an action. They're going to subscribe or sell, right? It's overcoming objections. So it's like
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  having that marketing strategy from the top is what will help outline what you should be talking
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  about, getting really clear on that content. Like here's what we need for you. We need these
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  videos. And then you can, depending on what platforms you like, you know, like we've got clients
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  that love TikTok and I have clients that just despise it. You have to understand I just did a
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  blog about this. Reels for TikTok. We just broke down everything because there's a, both platforms
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  are great, but it's like really understanding me as a personal brand is my audience on there.
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  Do I even do I like doing content like that? Like TikTok's more trendy. It's fun. It's going to be
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  a lot more like, you know, they've danced challenges and like videos and do you have to do that on
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  there? No, but TikTokers like that, right? So is that are you, do you're a personality like that?
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  No, I like more of like a serious thing, right? So for me, I'd prefer Reels. It's like understanding
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  where you can leverage your time. So that's an important component of building for two. I don't
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  agree. Like this drives me insane with Gary Vee that, you know, when he's like usually omnipresent
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  grand card on two, right? You should. Yeah. This is on every platform everywhere. And you should
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  bring out content five times a day everywhere. I don't agree with that because what that's doing is
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  it's totally like discharging people that don't have a 40-person content team following them around
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  because they can produce that kind of content because they literally have a team of people
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  traveling with them on their private jets, filming them at every angle, editing all their videos,
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  most entrepreneurs and personal brands like they can. It's overwhelming too. It's so overwhelming.
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  It's like stop. Stop saying that because what you're doing is people are going to do nothing
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  because they're so overwhelmed. So just pick one platform that you love. Start mastering that one.
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  Can you put content in other places? Yes. Take the videos like we talked about repurposing. Take one
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  video, put it on YouTube, and then you can cut up and make it real. EM saying Reels or TikToks
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  or whatever you want. You can turn, transcribe, enter into captions. There's so many things you can do
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  with with content. But just pick one platform to start that you love master that platform. When you
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  master that, then you can go to the next platform, mess the next one. But like I don't agree with
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  them when you're building personal brand to like focus on everything all the time. I think you
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  should really like crush one and then move to the next one. And I guess yes. So that just depends
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  on what you're comfortable with really. Like there's no right or wrong answer to that.
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  It's what do you love doing? Do you love doing long form YouTube videos? Do you love doing
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  short form, entertaining TikTok videos? Do you like writing? Blog style captions because that could
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  be Facebook or Instagram. Like what do you like doing? Do you like taking pretty pictures? You
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  want to be more influencer? You know, like it's it's really going to be like what suits your
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  personality? I saw a post on your social and I just pulled it up when you were just giving that
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  that sort of rundown. And I thought it was a really interesting post. It was the old social versus
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  the new social media. It was like a couple of I don't know March 10th. It was like earlier this
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  month. And it was like preaching instead of store old social was preaching buying followers
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  reposting content self-absorbed captions and constantly promoting. And then the new social is
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  storytelling, creating an engaged and loyal tribe, creating meaningful content. Captions
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  that provide value for your ideal audience and constantly providing infotainment and infotainment
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  something you speak about a lot. So maybe this can be a segue into that. But can we before we go
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  into infotainment as a concept, what does explain this diagram that I'm looking at? And I just read it
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  through. Maybe I'll try and find a way to post it on the video. But walk through what this means.
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  So basically I've been on Instagram for a long time and we didn't talk about how I got started
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  this. But I started back and up like when the Apple literally it must have been like barely
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  year old. So I've seen the Apple moves then. When I started Instagram, it was so easy to grow
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  because it was like share for share share repost content. I had a share page that I sold marketing
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  on. Um, Chloe Kardashian followed my page. It was a big fitness. It was squat for that booty.
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  It was a fitness page. It is so great. I saw I made so much way on that page because I would
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  basically I grew this huge page. And then I would like have a girl pay me or I would say,
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  hey, share my page and then I'll push on my page. And so I grew to like, it was one buzz
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  with followers like this. Um, and that was just such a different time in Instagram. Like things
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  were just different. It wasn't about what it is. It was a different landscape. Um, it also was
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  like more about like just numbers, numbers, video, video, like everyone just wanted a big
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  following. But now it's with algorithm and like with so much more competition people on the
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  platform, you've got to really stand out. You've got to provide value. And like I always talk about
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  with personal brands, unless you're freaking Kanye West, Beyonce, the rock or whatever, you cannot
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  post whatever P1. You have to post up for your followers. Your social media is not for you. It's
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  for your followers. If you want to grow a large engage tribe. So it's really that's where the
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  infotainment piece comes into. It's like, how are you providing value for your followers? Number one,
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  they want to be entertained. Most people come on social media be entertained. Then they may
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  want to learn something they like to be inspired to. So infotainment is like every time you post
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  you should be either motivating or inspiring, educating, right? Given the practice of vote or
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  entertaining them, it's best that you can always include all three in your social strategy.
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  And, and has your love for Instagram changed that all over the years? I mean, you just mentioned
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  something that's very important. Like Instagram is now there's more creators than consumers of
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  content on Instagram. And you still love it as much as you did. Oh, that's true. Is that true?
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  I don't know. I don't know. I think it's true. I'm making up data. Here's a really big
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  differing jager that we need to discuss when you're talking about personal brands because
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  there is influencer creators, right? You can have a strategy for that where there's expert brands.
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  It's two totally different strategies. So when you come to the Morgana road, which way are you going?
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  Because influencer creators are going to have a very different model. They want to get as many
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  eyeballs as they can on their page and they typically make money by ads or sponsors or ambassadors
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  or affiliates or something in that nature. If you're an expert personal brand, you want to get people
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  who are liking you and your stuff and you want to get a direct response. So you want to obviously
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  grow in numbers, but you want the right kind of people on your page that are going to be interested
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  in your product so that you can leverage out for your business. And so that's two totally
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  different strategies. And so when we're looking at the expert model strategy, there's actually not.
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  I mean, I want to say, again, I have to go look at the most recent research, but probably about
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  nine months ago, we did a post on my capture. It's at your social butterflies, my business page.
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  But basically, they talked about how there's like only out of like, you know, a couple of
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  billion, like what is it? Almost two billion people now on Instagram. It's like two million marketers.
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  So great, right. Creators are different. It's a different model. But marketers, not it's still,
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  you might think you're like behind, but you're actually it's still there's still a lot of people still
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  doing what you're doing, which is like if you haven't decided yet, they're still sitting on the
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  bench. And so it's like you said, if there's a time to get in, it should be yesterday.
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  Thanks for tuning in. If you found this valuable, don't forget to hit that subscribe button so
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  you never miss an episode. And if you want to dive deeper into this conversation, check out the
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  links in the description to watch the full episode. See you in the next one.