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259: Simplify to Amplify: How to Cut Down on Marketing Channels and Boost Results with Host Kendra Corman · Imperfect Marketing

• 0:27
  Speaker 1: Hey there and welcome back to the Imperfect Marketing Podcast.
• 0:32
  Speaker 1: I'm your host, kendra Corman, and today we're going to be talking about a topic that I know many of you struggle with mostly because I do too and that is simplify to amplify, how to cut down on marketing channels and boost results.
• 0:45
  Speaker 1: You know, I've been there.
• 0:47
  Speaker 1: I've tried to maintain a presence on every social media platform, thinking I'm a marketer, I have to be there, right, creating custom TikToks and reels, all while trying to run my business.
• 0:58
  Speaker 1: And let me tell you, it was exhausting.
• 1:01
  Speaker 1: I couldn't stay consistent for more than a few weeks at a time because I didn't enjoy doing it at all.
• 1:06
  Speaker 1: People even commented that I didn't look good in the videos.
• 1:09
  Speaker 1: That was an ouch, but you know what that experience taught me?
• 1:14
  Speaker 1: A valuable lesson about the power of simplifying, and that's what we're going to be talking about today.
• 1:20
  Speaker 1: So let's start by talking about the problem showing up inconsistently across multiple channels.
• 1:25
  Speaker 1: We're told we need to be everywhere, right, because someone had success on Instagram, while someone else had success with Facebook ads and someone else is having success on LinkedIn and someone is just going viral like crazy on TikTok.
• 1:37
  Speaker 1: Okay, but here's the truth.
• 1:39
  Speaker 1: It's not about being everywhere.
• 1:41
  Speaker 1: It is about being consistent where you are.
• 1:45
  Speaker 1: For me, linkedin is my preferred channel.
• 1:48
  Speaker 1: If you want to connect with me, kenrappormancom, forward slash.
• 1:52
  Speaker 1: Linkedin will redirect you to my LinkedIn profile.
• 1:54
  Speaker 1: So why is LinkedIn, my pro, my preferred channel?
• 1:58
  Speaker 1: Well, that's where I like to spend my time.
• 2:00
  Speaker 1: I'm more of a desktop fan than mobile, and you know what.
• 2:03
  Speaker 1: That's all right, it's my Gen X traits showing a little bit, but that's really where I prefer to be.
• 2:10
  Speaker 1: The key is to focus on one or two primary channels where you can show up consistently, better to present and be engaging on one platform than to spread yourself thin across five or six.
• 2:21
  Speaker 1: Think about it this way If you're trying to juggle five balls at once and you're not a professional juggler chances are you're going to drop most of them.
• 2:30
  Speaker 1: But if you focus on keeping one or two balls in the air, you're much more likely to succeed.
• 2:35
  Speaker 1: Right Now, I know you might be thinking but Kendra, won't I miss out on potential clients if I'm not on every platform?
• 2:42
  Speaker 1: It's a valid concern, but here's the thing when you try to be everywhere, you often end up being nowhere effectively.
• 2:50
  Speaker 1: Your energy is divided, your message becomes diluted and you burn out quickly Instead by focusing on just a few channels, you can create higher quality content, engage more meaningfully with your audience and isn't that what social is all about?
• 3:09
  Speaker 1: Build a stronger, more recognizable brand presence because you're consistent, and then save time and energy for other important aspects of your business, like I don't know working with your clients.
• 3:21
  Speaker 1: Remember, consistency trumps ubiquity.
• 3:25
  Speaker 1: Every time in marketing, it's better to be the go-to expert on one platform than a ghost on five.
• 3:31
  Speaker 1: Think about it.
• 3:33
  Speaker 1: So let's talk a little bit about relationship marketing.
• 3:37
  Speaker 1: This is where the magic really happens.
• 3:40
  Speaker 1: Yeah, social is great.
• 3:42
  Speaker 1: Yes, social has great reach.
• 3:44
  Speaker 1: Yes, you can stay top of mind.
• 3:46
  Speaker 1: But instead of spending hours creating that perfect Instagram reel or TikTok video that you know is absolutely going to go viral, what if you took five minutes to send a thank you card or reached out to someone about setting up a coffee meeting, either in person or virtually?
• 4:02
  Speaker 1: I found that focusing on relationships.
• 4:04
  Speaker 1: It's always been the key to 90% of my business growth and that of my clients, but it's brought me clients.
• 4:13
  Speaker 1: I never thought that I would have some of the clients that relationships have brought me.
• 4:17
  Speaker 1: It's created friendships.
• 4:19
  Speaker 1: I've made referrals that I couldn't have imagined.
• 4:22
  Speaker 1: The key is to approach relationships with an abundance mentality, not with the intention of monetizing them.
• 4:30
  Speaker 1: If you have more than you need, and what can you give them?
• 4:33
  Speaker 1: So let me share a personal experience.
• 4:36
  Speaker 1: When I first started focusing more on relationship marketing, I was really surprised by the results.
• 4:40
  Speaker 1: I remember reaching out to a former colleague just to catch up.
• 4:44
  Speaker 1: We hadn't spoken in years which is a lot of my relationship marketing but I thought it would be nice to reconnect.
• 4:51
  Speaker 1: That simple act of just reaching out led not just to one, but three new client referrals over the next six months.
• 4:58
  Speaker 1: The best part it felt natural and genuine, because I wasn't trying to sell anything.
• 5:04
  Speaker 1: I was just being myself and nurturing a friendship.
• 5:08
  Speaker 1: Now here are some ways that you can incorporate relationship marketing into your strategy.
• 5:13
  Speaker 1: First, send personalized thank you notes to clients or partners the physical ones, the ones that cost a stamp.
• 5:22
  Speaker 1: Nobody else gets those Okay, so definitely think about doing that.
• 5:27
  Speaker 1: Then schedule regular check-ins with your network just to touch base.
• 5:31
  Speaker 1: Then, third, you can offer to make introductions or connections and just don't expect anything in return.
• 5:38
  Speaker 1: See what you can offer them.
• 5:41
  Speaker 1: Four, share valuable insights or resources with your contacts, even if they're not directly related to your business.
• 5:51
  Speaker 1: Remember it's not just about digital connections, and I would say almost.
• 5:55
  Speaker 1: It's more about stepping away from the screen and meeting people face to face or face to face through the screen, because that can be some of the most effective marketing strategy In our digital age.
• 6:08
  Speaker 1: The personal touch of a face to face meeting or a handwritten note can really make you stand out.
• 6:14
  Speaker 1: The beauty of relationship marketing is that it's not about immediate results.
• 6:19
  Speaker 1: It's about building a network of genuine connections that can lead to opportunities down the line.
• 6:24
  Speaker 1: Often, these opportunities are far more valuable, long lasting and more fitting than any of those gained through, I would say, more traditional, wide reaching marketing.
• 6:37
  Speaker 1: So how do you choose these right channels?
• 6:39
  Speaker 1: Because I said we're going to skinny them down right.
• 6:41
  Speaker 1: So I want you to start with where you like to be.
• 6:43
  Speaker 1: The main social media platforms definitely have your people.
• 6:46
  Speaker 1: Why?
• 6:47
  Speaker 1: Because everyone is there right.
• 6:50
  Speaker 1: Yes, it's different people on Facebook and LinkedIn and Instagram and TikTok.
• 6:55
  Speaker 1: Some people are on more than one, but I will tell you that they have enough of a crowd on all of those platforms that you can definitely find your target on whichever one you pick.
• 7:10
  Speaker 1: Here's the catch, though your next client could be on TikTok when you've chosen to focus on Instagram.
• 7:17
  Speaker 1: That's why I always say stay on email.
• 7:21
  Speaker 1: It is definitely platform agnostic and something like 90% plus of people check their email every day.
• 7:27
  Speaker 1: Even if they're deleting it, they're seeing your name.
• 7:30
  Speaker 1: So when you're selecting your channels, consider where do you enjoy spending your time.
• 7:35
  Speaker 1: If you hate making videos, tiktok is probably not for you.
• 7:38
  Speaker 1: Where do you think your target audience is most active?
• 7:41
  Speaker 1: Do some research, ask them some questions and find out.
• 7:45
  Speaker 1: What type of content do you like to create, play to your strengths and what channels align best with your business goals and your brand image.
• 7:55
  Speaker 1: Photographers love Instagram.
• 7:58
  Speaker 1: Makes sense, right?
• 8:00
  Speaker 1: It's a photo-based platform.
• 8:02
  Speaker 1: Now, remember it's better to do a great job on one or two channels than to do a mediocre job or less mediocre job on all of them.
• 8:11
  Speaker 1: Quality always beats quantity in the long run.
• 8:15
  Speaker 1: Now don't forget about your existing network.
• 8:17
  Speaker 1: Could you use your current or previous clients for referrals?
• 8:20
  Speaker 1: Do you know someone who could introduce you to the people you want to work with?
• 8:24
  Speaker 1: Connect with them and stay top of mind.
• 8:27
  Speaker 1: Here's a strategy I've found effective.
• 8:30
  Speaker 1: I want you to create a list of your top 20 contacts.
• 8:33
  Speaker 1: These could be current clients, past clients or even just people you know well in your industry or that are maybe related to your industry, then make it a point to reach out to one person on that list each week.
• 8:46
  Speaker 1: It could be a quick email, phone call or even meeting for coffee if possible.
• 8:50
  Speaker 1: The goal isn't to sell them anything, but to maintain and strengthen the relationship.
• 8:54
  Speaker 1: Ask about their business, their challenges, their successes.
• 8:58
  Speaker 1: These conversations naturally lead to opportunities.
• 9:02
  Speaker 1: Either they might need your services or they might know someone who does, and it might not be today, but it could be tomorrow.
• 9:09
  Speaker 1: A warm introduction can be far more valuable than a hundred cold outreach attempts and a hundred posts on Facebook.
• 9:16
  Speaker 1: People are much more likely to do business with someone who comes recommended by a person they trust.
• 9:21
  Speaker 1: All right, let's talk a little bit about working smarter, not harder.
• 9:25
  Speaker 1: Email should be a key part of your relationship marketing campaign.
• 9:28
  Speaker 1: This is why it gets exciting.
• 9:30
  Speaker 1: You can actually leverage AI to repurpose your email content for social media, or vice versa.
• 9:36
  Speaker 1: I love using AI for content repurposing.
• 9:39
  Speaker 1: For instance, this podcast excuse me, I'm stumbling.
• 9:44
  Speaker 1: This podcast episode will become 10 to 15 different social media posts and it'll all happen in about 15 minutes.
• 9:52
  Speaker 1: It's pretty awesome, right?
• 9:56
  Speaker 1: Here's a quick overview of how I do it.
• 9:57
  Speaker 1: One, I start with the main content, in this case, the podcast episode and the transcript.
• 10:02
  Speaker 1: Two, I'm going to use clodai to well, the transcription happens inside Riverside, but I'll use clodai to generate the social media posts based on the key points that I mentioned in this episode.
• 10:19
  Speaker 1: Finally, I review and edit the generated content to make sure it aligns with my voice and brand, which it usually does, because that's the instructions I give it.
• 10:27
  Speaker 1: This process allows me to create a consistent presence across multiple platforms without spending hours creating unique content for each one.
• 10:35
  Speaker 1: It's really important for busy marketers and business owners, but I will tell you, the one that I'm gonna promote all the time is gonna be LinkedIn, and I added YouTube earlier this year.
• 10:46
  Speaker 1: So if you wanna see exactly how I do this content repurposing piece, be sure to check out my YouTube channel.
• 10:52
  Speaker 1: I've got a whole playlist called how I Did it With AI, where I walk through my process step by step and I show you how I did a real one.
• 11:02
  Speaker 1: So let's sum this up with some actionable steps, which is what I am focusing on with this podcast moving forward making sure that you have these actionable tips.
• 11:11
  Speaker 1: So first, I want you to choose one or two primary channels to focus on.
• 11:14
  Speaker 1: It's better to be consistently great on one than inconsistently mediocre on many.
• 11:19
  Speaker 1: It doesn't mean you don't have to keep your brand or have some placeholder posts, but figure out where you want to be.
• 11:25
  Speaker 1: Then I want you to prioritize relationship marketing.
• 11:29
  Speaker 1: I want you to set aside time each week five minutes, 10 minutes, 15 minutes, whatever it is to reach out to someone in your network just to check in and nurture the relationship.
• 11:38
  Speaker 1: I do this sometimes through DMS or commenting on people's content in my feed, especially if I haven't seen it in a while.
• 11:45
  Speaker 1: Keep email as your constant in the marketing mix.
• 11:49
  Speaker 1: That's another step.
• 11:50
  Speaker 1: Okay, it's still one of the most effective and efficient ways to stay in touch with your audience, and it feels more personal if you write it that way.
• 11:59
  Speaker 1: Then use AI to repurpose content efficiently.
• 12:01
  Speaker 1: This is going to help you maintain your presence on multiple platforms without burning out and saving you hours and hours of time.
• 12:08
  Speaker 1: And then remember the 10% rule.
• 12:10
  Speaker 1: Set aside 10% of your marketing budget, time and money for experimentation.
• 12:16
  Speaker 1: This allows you to try new things without risking the core marketing efforts and dragging you into too many different places.
• 12:23
  Speaker 1: Remember that marketing is part art and part science.
• 12:27
  Speaker 1: It's not about being perfect.
• 12:28
  Speaker 1: It's about being present, consistent and authentic.
• 12:32
  Speaker 1: Let me say that again Present, consistent and authentic.
• 12:36
  Speaker 1: Don't be afraid to simplify your approach.
• 12:39
  Speaker 1: Often doing less but doing it better can lead to much better results.
• 12:44
  Speaker 1: So that's it for this episode of Imperfect Marketing.
• 12:48
  Speaker 1: If you want to see how I use AI to repurpose content, be sure to head over to youtubecom.
• 12:53
  Speaker 1: Forward slash at Kendra Foreman and check out my how I Did it with AI playlist.
• 12:58
  Speaker 1: Until next time, keep it simple, keep it consistent and progress over perfection, even if it's a little imperfect.