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3 Secrets to Grow Your Brand Community with Kristina Bartold · Values-First Marketing

• 0:02
  Megan Loehr: Christina Barthold is here with us today, talking all about building community.
• 0:05
  Megan Loehr: And I really wanted you on because you are actually walking the walk I feel like of living in community, building community for both of your brands, it looks like both online and doing in person events, and like we were saying, I feel like community is so important, important, and it's what everyone really wants, but I don't think it's talked about enough. So I am so excited to have you here to share a little bit more about kind of what you've learned through all that you're doing.
• 0:39
  Unknown: Oh wow, Megan, I'm so excited to be here. Thanks so much for having me. And I think, yeah, community is definitely one of those things that I really credit a lot of our business success to, and how we were able to scale our business so quickly. Really, just about, you know, meeting people, making that connection, building those relationships, and really, yeah, just just really coming at it with the heart of service, and all of that has really led to a lot of success, which has been awesome. And I encourage people to do the same, especially, you know, in the people who are listening to this podcast, like you're coming across tons and tons of people, so lots of opportunity for you to be building a strong community.
• 1:12
  Megan Loehr: Yeah, yeah. I feel like, when we say the word scale in this industry, people think courses or group programs. And I love that you said, Actually, we scaled so quickly with the community and like, not because it's not, maybe also those other things, yes and no, but, but community is what you really attributed that to, and and your, yeah, your business success that has been relatively quick. So talk to us a little bit more about why is it so important to build a community around your brand, especially as a small business in this industry. Yeah.
• 1:43
  Unknown: So I think when we're thinking about, like, selling online, which is how many of us are selling, right? You're selling on social. You're showing up all the time. You're talking all the time about your brand, about your business, like you need people to talk to. You need people who are going to listen. And you know, we've seen people where we've worked with with with brands that have come to us and they have 50,000 followers, and they can't sell a$15 product, and it's because they don't have a community.
• 2:03
  Unknown: They don't have people who are, you know, who they built, know, like and trust with. And so really, when I when I talk about community for, you know, coaches, when I talk about it for course, creators, when I talk about for anybody who's a service provider, is really about like, how do you add the most amount of value to folks who are listening to you, who are watching your content, who are engaging with you in a way that feels like a good, energetic exchange. You know, we don't need to always work for free. We have to make some money sometimes. But really, how do we add the most amount of value so that we're able to really make those connections with with folks and build, know, like and trust? I think that's something that early on, I always tell the story. But Maria me, my business partner, we joined a mastermind.
• 2:46
  Unknown: It was one of the first things we did. All of our clients originally were by referral, and we joined a mastermind, and it was an American mastermind. I'm a Canadian, and it was, like, a bit of a stretch, like we did it, and I was kind of like, and, but I was like, I'm gonna make the most of this. And so I messaged in the group, and I said, Hey everybody, I'm in this mastermind, and I'd love to do a social media audit for you. And all these people booked all these social media audits that really did not take me a lot of time. I would look people's social it was very obvious to me what they were doing. It was very obvious for me what had feedback I could provide. And as soon as I was able to give them that feedback afterwards, they were like, Wow, you're so smart.
• 3:17
  Unknown: I'd love to work with you, or I know somebody who'd want to work with you, and I still get referrals from that. Years later, that years later. And so I think really just leading from a place of service, I didn't pitch any one of those people. I never sent one of those people a package without being asked, like it was really about that relationship and how we could pour into each other. And you know, today I was actually had a podcast guest on my podcast, and one of the things we talked about is that people really undervalue people knowing you right, like, we never think about visibility. Like, when we're building our business, we're like, Okay, I'm gonna just show up on my Instagram. I'm just gonna show up on my Instagram. I'm just gonna show up, show up, show up. But that's actually not gonna work, probably, because you need some new faces. So how do you get in front of new people and really pour into those people so that you become an expert in whatever it is that you do? Right?
• 4:00
  Megan Loehr: Right? That's such a good point, because I think so many people push like, show up, show up, show up. And like, yes, that's like, might be the first step. But like you said, like, you need people to show up to and get in front of those new audiences. So let's get into a little bit like. So how can we do this? How can I build a community for my business? Where would you start? Yeah.
• 4:21
  Unknown: So the first thing I would say, and this is like, the most underrated tip of all time, it's like the most simple tip, is that, like, your customers are probably already in your network. So like, you know, unless you are selling, like, you know, rocket ship parts, you probably sell those on Facebook, but you have a community of people who are already willing to buy from you, and often our first customers are those people who are already in our network.
• 4:41
  Unknown: So not being afraid to ask people like, do you know anyone who might need this? Do you know, do you know anyone who would want to talk about this?
• 4:48
  Unknown: And then once you actually find a few people who are your ideal client, even not pitching to them, asking them, can I give you a Starbucks gift card in exchange for 20 minutes of your time and ask them questions?
• 4:58
  Unknown: Yes, get information from them.
• 5:01
  Unknown: What do they need? What offers would be most helpful? What would be like important for them in someone they would hire and use that information for your marketing? I think that's something that a lot of people don't do in building community.
• 5:13
  Unknown: Is actually like, have like relationships and like be social with people, which is, like, the whole point of social media. But I'm like, it's so important for us to be actually asking people questions and having conversation, and then we're actually able to take those, like, Gem pieces of information and use that as marketing. My second thing, I would say is, is really, like, you know, this idea of finding aligned power partnerships, and power partnerships are the people who aren't necessarily your competitors. Even though I don't really believe in competition.
• 5:39
  Unknown: There's like too many of us for all of this, but, but I really just think that, you know, those power partners are the people who serve a similar audience to you, but don't necessarily sell what you sell. So Megan, you might be a great power partner for me, right? You're not providing done for you social media or done for you podcasting services, from what I understand and so, but you work with lots of coaches and a lot of folks, right? Those are my ideal clients. And so being able to build referral partnerships, where maybe you're showing up on each other's podcasts, it doesn't even have to be that sexy. It can be showing up on an Instagram live together. It can be hosting a community call together. There's lots of things that you can I did. Just did a wonderful email freebie swap with a friend who has an email list about my size. We have a similar audience. We did a swap.
• 6:26
  Unknown: We had a number of people join our email list. Wow, right. Low effort. So if you think about those kinds of things, like really thinking about, like one, how can you serve the people that are already kind of here?
• 6:34
  Unknown: Because it's easier to retain an existing customer than it is to find a new one. And then secondly, if you're looking, if you're on the hunt and you're looking for new people, how do you leverage people with similar audiences as you to build those relationships and not be like, you know, transactional, but really, and really, just try to, like, pour in, but even things like teaching in people's communities, like, there's just so much you can do to add value.
• 6:57
  Megan Loehr: Yes, yes, totally.
• 6:57
  Megan Loehr: That is so good. And I love that so much of this is like, very like, this will improve your copywriting, too. I love what you said about, like, have conversations with people, ask people questions. Like, one, it's gonna just, like, help build your relationship. You get to know them better, and that's going to build they're going to be a more solid part of your network, in your community, and someone you can roll an eye on.
• 7:21
  Megan Loehr: But then, like you said, Let's then also now use that in your marketing. Use that language you know, on your website, in your emails, because that's what they're saying they want. So like with your copywriting, let's not reinvent the wheel here, but use what people are already saying in the language that they're saying it in, and that is just gold. And I think so many people either don't do that, or they don't have it written down, like in a messaging guide or a brand voice guide, and then, you know, it's like in one ear out the other, or you have to rely on your memory. And we all know that that is not, you know, like, write it down, have it in some sort of document there. So, and like you said, I think community is so much more fun. Like, business should be fun too. And, like, one
• 8:10
  Unknown: of the things I was just gonna add Megan, is, like, one like, the relationships that you're gonna get. Like, I've built relationships over this last three and a half years that are like life, I believe to be lifelong friends. Like, you know, where we've been able to pour into each other's businesses. I have friends I've given hundreds of 1000s of dollars in referrals to and vice versa, right? Like you build these amazing, amazing relationships with people, but one of the things I'll also say, too, is having those conversations saves you from bad offers. And that is something that people really do not understand, is that like because you think it's a good idea doesn't mean it's a good idea.
• 8:43
  Unknown: And I always joke about this because I I'm a manifesting generator. I don't know if that means anything to you, but I'm like, I have 1 million ideas all the time. And I we ran a really successful retreat a few years ago, and it was so great. And then I'm always like, I want to run a winter retreat. And I would do these polls, and people would be like, No, I don't want to do a winter retreat in Canada. Like, no, no, no, no, no, no. And I would be like, do I book the Airbnb? And my business partner would be like, Absolutely not. Do not book the Airbnb. Like, people don't want to do this, right? But just because I thought it was a good idea and it would add value doesn't mean it will. I did. I am doing a winter retreat next week. Took three years in the making, but it just one of those things where it took the right time, the right feeling. And I think, you know, often we'll create these offers, especially early on, when we're building community, we hear something from one person, and we're like, oh, they think a 12 part course is gonna the fix everything. And it's like, well, maybe the people who are having trouble time management don't need a 12 part course, right? Maybe they're looking for something smaller, right? Like, there's so many things so just listening, like using those ears we were given, and using that to and the words that people are telling us to inform our offers, yes,
• 9:49
  Megan Loehr: and where has been the best place for you to make these connections, these relationships that are really like, solid, like you said, lots of. Referrals going both ways.
• 10:01
  Megan Loehr: People that you feel like you know are likely going to be lifelong friends. I know we talked about like, being active on social, doing collaborations, getting in other people's groups. Has one of those or another thing been like the most like, beneficial, if you've looked at the numbers there, or has it been a mix of all of those? What does that? What does that look like?
• 10:24
  Unknown: Yeah, I'm gonna, I'm gonna give you two answers, if that's okay. So the first is that, like, this is not the answer people want, but it's like in person stuff. Like in person stuff has been like, the most expansive in terms of relationships, the most really, because like, getting in front of people, you just build a different kind of rapport. Like, really, just like, and people like to do business with people that they like, right? So you meet someone at a conference, you sit next to them, you know they're cool. You're like, I could do business with you. I just met someone at a dinner a few weeks ago, and he sent me a referral. And I was like, That's so random. He has no idea what I do. It actually wasn't a service I provide, but it was just, it was like, Oh, he just must think I'm good at what I do, which is like, Great, I'm available for that. But so I would say, like, in person is really great. It doesn't have to be a flashy,$10,000 mastermind, right? Like, it can be that local Chamber of Commerce event. So we do that kind of stuff. I'm doing one tomorrow at 8am I have no idea why I signed up for an event at 8am but like, you know, we do these things, right? And so it can be at 8am it could be, or a chamber event. It could be a you could bring together a group of entrepreneurs. That's how we started. High vibe women was we were kind of like, we don't see anything we want out there. And because we're not seeing anything we want, it's on us to kind of create it. So events are like, and in person, stuff's kind of the number one. And the number two thing, I would say, is that this one's an interesting answer, in my opinion, because I'm not going to tell you a platform to be on.
• 11:42
  Unknown: I'm what's worked best for me is Instagram. But if you don't like Instagram, which Megan, I don't think you do, right? I also tried to creep you earlier today, and I was like, Oh, she's not on Instagram. It was, it was a slow creep, but Right? Like, if you don't like Instagram, when you show up there, you're not showing up there, you're not showing up there authentically.
• 12:02
  Unknown: You're not building community over there. If you're not going to answer the DMS of the people that are sending you DMS, that's not that's not a good use of your time. That's a good ROI. So we have a client, for example, very successful on LinkedIn, hated showing up in her DMs.
• 12:12
  Unknown: Didn't want to outsource her DMs. Hated showing up in her DMs. She's like, I'm kind of down on LinkedIn. I was like, Oh, I wouldn't be if I was you.
• 12:43
  Unknown: And she was like, yeah, no, honestly. Like, I just hate, I hate logging on there. Okay, great news. Like, then that's not something you should be working on, right? So find a platform you like being on party where your people are, right?
• 12:54
  Unknown: You want to make sure that your audience is there. So you know, if you are selling rocket ship equipment, you're probably not doing it in Facebook groups. But maybe you're selling coaching, and Facebook groups are a great place for you to be selling and showing up. Maybe you're selling a professional service. LinkedIn is not some place for you to be showing up, right? So really finding out where your people are and then choosing a platform to really devote yourself to that you really enjoy. Yeah,
• 13:20
  Megan Loehr: I love that because, yeah, I think you're right that it's not about like, one singular platform. I think about my like, most successful clients, and they are all on different platforms, actually, and they're all super successful because they played to their strengths, the ones that where they enjoy showing up because the energy you show up with, like, people can tell if it's a chore for you or if you're like, actually, like, genuinely excited to be connecting with people, to be sharing about your expertise, what you do, the results and transformation that you get, like, such, such a big difference there. You don't have to be everywhere.
• 13:52
  Unknown: That's the only thing I just, like, want to just say, like, this is something that I think it's like, a misnomer, I think because of Alex for mosey, but I can't blame him entirely.
• 14:00
  Unknown: But like, people think they need to be everywhere. And the truth of it is, is that, like, you know, it does dilute, if you have a massive team and you have all these people managing this for you, that's great, then be everywhere. But like, I'm not everywhere, and I have a massive team and I have people managing this for me, because I don't actually care about making tiktoks, like, I don't want to.
• 14:15
  Unknown: And so if I don't want to make tiktoks, I'm not going to respond to comments. I'm not going to like, show up there.
• 14:20
  Unknown: And so I think really, just figuring out, like, where you like showing up can make such a big difference.
• 14:26
  Megan Loehr: Yeah, yeah, absolutely, yeah. And that's such a good point. Is, like, I'll be pressing. It's like, show up everywhere is like such a thing in the marketing world.
• 14:34
  Megan Loehr: And like, Yes, sure. But like you said, just keep in mind that that's not a solopreneur doing that. You know, it's, it's someone, there's a team behind that. Yeah, okay, and then let's kind of flip flop gears a little bit, but talk about community in terms of podcasting as a way to build community, either both, like as a host and the guesting side as well.
• 15:02
  Unknown: Yeah. So I think podcasting is like the greatest networking hack. Like, you know, you meet, and I'm sure you agree, Megan, like, you meet so many amazing people. You connect with so many wonderful individuals who are experts in your niche. And like, I always say, like, if no one ever listened to my podcast again, I probably would still continue to do it, which sounds kind of crazy, but. Um, really, just because I would love to meet the people, and I think that is such a great community building hack in itself, is like, even you interviewing other people as a host like, your community is not only the people who are listening, but it's the people who you're having conversations with. You're getting in their world. I have built some amazing high level relationships from that, referral partnerships.
• 15:40
  Unknown: I've had people on the podcast who, afterwards are like, Oh my gosh, would you edit my podcast?
• 15:44
  Unknown: I'm like, Yeah, of course. And then, you know, they hire us, right? So it's a great way to get in front of other audiences too, because podcasting is this coveted time, right? That's a little different than other things. You're less distracted.
• 15:56
  Unknown: You're really listening to the people. You're with them in intimate times of their lives, like washing the dishes, or you're with them at the gym or on the dog walk, right? And so there is a level of connection there. And people feel like they know you and I would say, from a host to community perspective or listeners, there's so much you can do to build community, whether that be little challenges I've seen you know, people using podcasts to drive to lead magnets to really even having something I do every time an author on, I buy five of the books. I say the first five people to post this in a story, I'm happy to send you a book that, right? You get to support the author, and then you also get the opportunity to kind of connect and really just build a build community, and it makes a difference to the listener, right? So, yeah, like, I just think, you know, it's definitely a two way street. But there's a misnomer on podcasting, which is that people think, like, you know, if I build it, they will come. Like, if I just start posting podcasts, like, all of a sudden people will come. I'm gonna tell you, like, that's not been my experience in any other podcast. We produce over 30 podcasts that like, it takes effort. It takes effort to market. It takes effort to talk to people. One of the best ways for you to grow your podcast is to go on other people's podcasts. Other people's podcasts. So really building that is important?
• 17:08
  Megan Loehr: Yeah, yeah. I co sign all of that. I think I 100% agree. And I think even for me, starting this podcast is, like, you said the greatest networking hack, like, and I agree, like, even if no one listened to it, I'd still do it, just because the conversations that I've been having with people who, like, I might not otherwise have, like, gotten on a chat with, has been so incredible, and I love that you said, like your community is not just the listeners, it's also the people that you you are interviewing and chatting with, and who they're connecting you to, and the rooms that they're in. And feel like that's just been such a more fun way to expand your community. And like, okay, if I'm connecting with this person, then I'm likely going to connect with the people that they're connected with. And I'm likely thinking, like, oh, after having like, you need to talk to so and so, because your personality, your expertise is like, are totally going to vibe.
• 18:00
  Megan Loehr: So yeah, and that's
• 18:04
  Unknown: where really cool opportunities come from, too, right? Like, I have been interviewed on many podcasts where the people afterwards are like, Hey, would you guest coach in my container? I'm like, of course, like, what a great audience building opportunity.
• 18:12
  Unknown: Or, like, afterwards, it's like, hey, like, I'm wondering if there's, like, an opportunity for us to be referral partners, because actually, don't know anyone who does this, I'd love to connect, right? Like, it's just so, so great. And I think, yeah, just such a great hack, like, such a networking hack, yeah,
• 18:27
  Megan Loehr: yeah, absolutely okay. And so if there was just, like, one practical tip that you could boil it down to, to start today, like, what is one thing that most people need to do to like or commit to, to really build this community and like, sense of belonging that, you know, all humans really desire.
• 18:47
  Megan Loehr: And long for
• 18:50
  Unknown: I would say, if there was one thing I had to choose, which is really hard, is I would definitely choose conversations.
• 18:55
  Unknown: So like, start in the DMS, don't be afraid to engage with your followers, comment on their stories, and also sharing about yourself a little bit too, right? Like, part of why we like to buy from other people, people buy from people. So we love the humanness of others. And so, you know, when you're sharing, like, I like, you know, we were just chatting about this, I'm newly pregnant, and I've been posting about it, people are, like, so excited about it, people I don't even know, and they're messaging me and they're asking me about or giving me Mom advice. Like, so exciting, right? And so, but that isn't really not related to my business, at least, business, at least at this point. And so I think what makes us human is, is that personal stuff, so whatever we can share that aligns with your mission and your purpose, and what you know is, is what you're selling is important, but also, like, connect with your people, ask them questions, have conversations with them, and create those super raving fans, the people who buy everything you sell, like they're out there. And when you know, I know, even for myself and growing my business, like even this winter retreat, that my business partner has tried to kill many times when we posted it, we had like, eight people buy it, like immediately. And I was like, wow, like this. But it took consistency. It took me consistently talking about it.
• 20:02
  Unknown: It took like, you know, like, really, like, asking people what they would want at it, like, and I yeah, like, I think, you know, we're never too far in business to have some of those conversations.
• 20:12
  Megan Loehr: Totally, oh, I 100% agree with that. And I think that, especially because my well done for you clients primarily, like, they have been in business for a good chunk of time.
• 20:21
  Megan Loehr: They've seen a. Level of success, and when they hit a plateau and wonder, what the heck is going on? Usually, it is not, you know, a new thing, a shiny object, a different strategy. It's going back to the basics of asking people what they want. Like you have to refresh who your client avatar is at this new level. What does she look like now? Who is she now? And that involves and changes as your business grows, evolves and changes, and as you grow, evolve and change. And so asking people what they want and then recording that on your messaging guide, or whatever it is that you use, brand voice guide is so important, and that is going to help you navigate your marketing, knowing what to say and to continue to bring in more aligned people into your community, into your
• 21:11
  Unknown: world. Yeah, I love that. 100%
• 21:14
  Megan Loehr: good. So good, awesome. And if people want to connect with you more, where is the best place to do so,
• 21:21
  Unknown: yeah, so I'm best in Instagram and LinkedIn. You can come and find me at Christina dot, Barthold, or just look at my name. I spell my name with a k, and then also, we have our Social Business Club. And go to the social business club.ca. You can use a code podcast to you to get your first month for $1 and yeah, it's a great opportunity for folks who want to learn how to kind of do their own social media and build community on social but they're not really sure where to start. We guide them through. We have an amazing community over there, but yeah, we'd love to have you over there, and any friend of Megan's is a friend of mine, so I love to see you there. Perfect. Thank you so much. My pleasure. Thanks so much for having me. You.