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Social Media is Over, Here's What Will Grow Your Business · Mortgage Marketing Radio

• 0:00
  I've been on social media a very long time,
• 0:03
  so long in fact that I started for Instagram even existed.
• 0:07
  So I want you to call a social media old lady.
• 0:10
  But in the last year, I completely quit.
• 0:14
  It's actually been over a year since I've been
• 0:15
  on any social media platform at all.
• 0:18
  Yet, ironically, my business grew in the last year
• 0:23
  and it was a lot more peaceful in the way that I was able
• 0:26
  to run it and where I could put my focus.
• 0:28
  And I know this sounds absolutely bizarre
• 0:31
  because it feels like social media is an absolute
• 0:33
  non-negotiable to growing a successful business
• 0:36
  in today's day and age, but here's the thing.
• 0:38
  Successful businesses existed long before social media
• 0:41
  ever did.
• 0:42
  It is not necessary.
• 0:44
  And if you're gonna use it, you need to use it
• 0:46
  in a very thoughtful, very intentional, very strategic way
• 0:49
  or else it becomes just a massive waste of your time,
• 0:51
  energy, and resources.
• 0:53
  They're truly as a new way to use social media
• 0:56
  and that's what I'm gonna dive into in today's video.
• 0:58
  Before I do, if you're interested in taking what you know
• 1:01
  and turning it into an actual profitable, successful business
• 1:05
  without having to rely on social media,
• 1:07
  be sure to comment knowledge bank below
• 1:09
  and we'll send you the link to access
• 1:11
  our knowledge bank business plan on demand.
• 1:13
  So what is working now?
• 1:15
  How have things changed?
• 1:16
  And ultimately, where am I putting my effort?
• 1:18
  So that I can create a lot less content.
• 1:20
  We're getting much higher return.
• 1:21
  Well, it all comes down to a concept called push
• 1:23
  versus pull marketing.
• 1:24
  So push marketing, if you really think about it,
• 1:26
  you wanna think about platforms like Instagram, TikTok,
• 1:28
  LinkedIn, et cetera.
• 1:30
  They're platforms where you have to post content
• 1:33
  in order to be seen.
• 1:35
  And the content that you post is a very short shelf life
• 1:38
  because it's going to pop up in the feed, right?
• 1:42
  But realistically, it's hard to have a piece of content
• 1:45
  that's gonna show up in a feed for longer than 24 to 48 hours
• 1:48
  on these platforms because the only way that that happens
• 1:50
  is they get a ton of engagement.
• 1:53
  And not every piece of content
• 1:54
  is gonna get a ton of engagement,
• 1:55
  which is why a lot of the advice that you hear on platforms
• 1:58
  like for example, an Instagram or TikTok
• 2:01
  is to post consistently
• 2:03
  and to post multiple times a week or a day
• 2:05
  so that you have a higher likelihood of being seen by people
• 2:08
  or to really focus on posting it specific times
• 2:10
  to try and like game it.
• 2:11
  But the reality is you're still playing this game of,
• 2:14
  okay, I'm gonna post this
• 2:14
  and I hope I get seen by people.
• 2:16
  I hope I show up in their feed.
• 2:17
  I hope that they happen to see my content.
• 2:19
  That is a very different game
• 2:21
  and that is really how most social media platforms are built.
• 2:24
  And they're built that way for a lot of reasons.
• 2:27
  Whereas poll marketing is done on a platform like YouTube
• 2:31
  which is not a traditional social media platform at all.
• 2:35
  It is really a video publication platform
• 2:37
  and a search engine.
• 2:38
  There's also other platforms that are similar to this
• 2:40
  in the sense of blogs or even Pinterest
• 2:43
  could fit into this category as well.
• 2:44
  What I mean by that is the habits of people
• 2:47
  on this kind of platform are different.
• 2:50
  Somebody comes to YouTube not necessarily
• 2:53
  looking to scroll endlessly.
• 2:54
  They're actually on there with an intent.
• 2:57
  They have an intent to learn.
• 2:58
  They have an intent to solve a problem.
• 3:00
  They have an intent to find an answer.
• 3:02
  And so they're ultimately on the platform
• 3:04
  to seek out those solutions.
• 3:06
  And so they're not on there scrolling
• 3:08
  and just randomly seeing things pop up in their feed.
• 3:11
  They're actually there to seek out the content that they need.
• 3:13
  So the behaviors are vastly different.
• 3:16
  The attention spans are vastly different.
• 3:19
  Somebody on a platform like YouTube
• 3:20
  is on there to actually consume content.
• 3:23
  Whereas somebody on a platform like Instagram
• 3:24
  is on there to guess consume content
• 3:27
  but also to just get inundated with whatever is in their feed
• 3:30
  and hope that it's curated enough
• 3:32
  that it's gonna be something
• 3:32
  that they actually are interested in or enjoy.
• 3:35
  So when you think about it from that lens,
• 3:37
  a platform like a YouTube or even something like a Pinterest
• 3:40
  gives you a huge advantage
• 3:42
  because you're able to build content assets, videos,
• 3:46
  or it's et cetera that are going to be discovered
• 3:48
  by the people who actually need them.
• 3:50
  You're not just hoping that they show up
• 3:52
  in front of people or even the right people.
• 3:55
  You know you're building something
• 3:56
  that people are going to seek out.
• 3:58
  And so if those people are seeking that out,
• 4:00
  they actually need the solution that you're providing.
• 4:02
  And therefore they have a much higher likelihood
• 4:04
  to follow through, want to work with you, et cetera.
• 4:07
  That kind of brings me into the next point.
• 4:08
  So there's always this sort of argument of like
• 4:10
  how long should content be,
• 4:12
  how many minutes should I be looking at here?
• 4:14
  And it's short form better or is long form better, et cetera.
• 4:17
  So I'm going to use YouTube specifically
• 4:20
  as the example here.
• 4:21
  I have obviously worked with a lot of people.
• 4:23
  We don't use shorts in our business
• 4:25
  and there's a reason that I quit social media platforms
• 4:28
  because they are becoming more and more focused
• 4:32
  on short form content.
• 4:34
  Platforms like YouTube, they're built for long form consumption.
• 4:37
  And again, you have to think about the habits
• 4:39
  of the people consuming.
• 4:41
  If someone is seeking out an answer,
• 4:42
  they don't really care how long the video is
• 4:44
  as long as they're getting what they need out of it.
• 4:46
  And so longer form content gives you a lot of advantages.
• 4:49
  Yes, it might take a little bit longer to create,
• 4:52
  but it's also going to help you stand out
• 4:53
  in a sea of too much information,
• 4:56
  too many things flying at people in their feeds
• 4:59
  or if they're constantly in a scroll hole or Googling
• 5:01
  or they're on chat, GPT asking endless questions
• 5:04
  to figure out the answer.
• 5:06
  YouTube has this really important factor to it,
• 5:08
  which is you can actually portray your hard earned wisdom
• 5:12
  in a way that you can't on any other platform.
• 5:14
  By creating long form content,
• 5:16
  it is an automatic trust builder
• 5:17
  because if you can actually demonstrate
• 5:19
  what you're talking about and show
• 5:21
  that you have the proof to back it up,
• 5:23
  that positions you as an authority,
• 5:25
  that positions you as somebody that people can trust.
• 5:27
  And trust has now become the greatest asset online
• 5:31
  because there are a lot of gurus.
• 5:34
  There are a lot of people who say they're great at what they do,
• 5:36
  but really can't back it up.
• 5:38
  So if you go into a long form arena or realm
• 5:40
  and you have to create long form content,
• 5:42
  you kind of got to figure out how to back it up.
• 5:44
  In addition to, people used to be able to fake it.
• 5:47
  You would be able to just sort of copy
• 5:48
  how to other people's content.
• 5:50
  But now, chat GPT AI can curate that content way quicker.
• 5:54
  And so answers are not really what people are seeking out.
• 5:57
  On YouTube, people are looking for solutions.
• 5:59
  They're looking for transformations.
• 6:00
  They're looking for deep wisdom.
• 6:02
  They're looking for somebody that they can trust
• 6:04
  because they're overwhelmed
• 6:05
  with trying to figure out the solution on their own.
• 6:07
  They're going down these rabbit holes
• 6:08
  of trying to find the answers to their questions
• 6:10
  and solutions to their problems.
• 6:12
  And yet, it's so much information to take in
• 6:14
  that they ultimately leave with analysis paralysis
• 6:16
  and they don't take any action.
• 6:17
  So it's a sigh of relief.
• 6:19
  If somebody can find a go-to guide trusted authority
• 6:24
  who can actually show them that they know
• 6:26
  what they're talking about.
• 6:26
  And that's where YouTube has a massive advantage
• 6:28
  in today's day and age with way too much information
• 6:31
  and drowning information and starving for true transformation
• 6:35
  because this is the best place to be able to demonstrate it.
• 6:37
  In addition to, people are able to copy cat content, et cetera.
• 6:41
  But I do think that, especially with AI,
• 6:45
  it has allowed us to very much so outsource our intuition
• 6:48
  and outsource our wisdom
• 6:49
  because we can ask it questions
• 6:50
  that we should, in some cases, be asking ourselves.
• 6:53
  And that also allows people who don't really know
• 6:56
  what they're talking about to use AI
• 6:58
  to create this copy cat content based on just information.
• 7:02
  But if they don't have the earned experience
• 7:04
  to be able to demonstrate that they know
• 7:05
  what they're talking about
• 7:06
  or to demonstrate that they're actually really good at that thing,
• 7:08
  it's not going to be beneficial at the end of the day.
• 7:10
  And it's more built to create short form content
• 7:12
  that's a quick hit of info versus long form content
• 7:15
  that can really transform people
• 7:16
  and make a deep impact on them.
• 7:17
  So that's really why I say we're in this day and age
• 7:19
  where it's really the rise of the true expert,
• 7:21
  the people who have the proof in the years of experience
• 7:23
  and the wisdom to back up what they're talking about.
• 7:25
  And it's the fall of the fake guru
• 7:27
  because people are starting to see right through it
• 7:29
  and they're able to use other tools and resources
• 7:32
  to find the answers that they need
• 7:34
  without needing to rely on somebody
• 7:35
  who's just regurgitating and copying information.
• 7:38
  So that brings me to what I call the triangle of trust
• 7:40
  and why this is so important when you are leveraging
• 7:43
  online platforms of any kind,
• 7:45
  whether that be a social media platform
• 7:47
  or a platform like YouTube.
• 7:48
  So the triangle of trust comes down to these three things.
• 7:51
  You need to know exactly who needs your help,
• 7:53
  you need to know exactly what they want
• 7:55
  and you need to know exactly how to help them.
• 7:57
  And what this does is it creates something
• 8:00
  that we call the algorithm flywheel
• 8:02
  so that you can own the algorithm
• 8:03
  and you become the boss of the algorithm
• 8:05
  versus the algorithm owning you
• 8:06
  because I'm sure maybe you've experienced,
• 8:09
  you're creating all this content,
• 8:10
  you think it's really good
• 8:11
  but then you hear crickets when you post it.
• 8:13
  Nobody sees it, you get zero engagement,
• 8:15
  you get zero comments, you have no idea if it's a landing
• 8:17
  because it's just getting lost.
• 8:19
  So using this triangle of trust allows you to dictate
• 8:22
  who sees it and actually what they're seeking out
• 8:25
  so that you can match those two things together.
• 8:27
  So you show up the right time for the right person.
• 8:30
  And like I said, we have that knowledge bank business plan
• 8:32
  and there's a tool inside of that will actually help you
• 8:34
  define your ideal client in a matter of minutes.
• 8:36
  So just comment knowledge bank flow
• 8:37
  and we'll give you the link to access it on demand.
• 8:39
  So what this flywheel comes down to is you have your ideal viewer
• 8:42
  and really your ideal viewer is a person
• 8:43
  who most gonna benefit from your content
• 8:45
  and ultimately it's a person who really is going to
• 8:47
  be the most likely to want to work with you
• 8:49
  at a deeper level.
• 8:50
  From there, you're gonna create hyper relevant content
• 8:53
  for your ideal viewer.
• 8:54
  The algorithm actually understands how to categorize you
• 8:57
  and your channel so that it pushes your content
• 8:59
  to more people just like that.
• 9:01
  And from there, once you start to get categorized,
• 9:03
  it uses its internal traffic sources
• 9:05
  like search suggested browse to push you in front
• 9:08
  of more people who are your ideal viewer.
• 9:10
  So then you're getting pushed to more of those people
• 9:12
  with less of your effort and creates its flywheel effect
• 9:15
  to really position your channel as the go to authority
• 9:17
  with less and less effort from you.
• 9:19
  So that sets you up to be seen 24-7 on autopilot
• 9:22
  from people all over the world who are seeking out
• 9:25
  the solutions and the transformation that you can provide
• 9:28
  versus on social media platforms like an Instagram
• 9:31
  or a TikTok or a Facebook, you are constantly having
• 9:34
  to push your content out there and create new content
• 9:36
  in hopes of being seen by the right people.
• 9:38
  Instead of gaming the system on YouTube, for example,
• 9:41
  and creating content that you know your ideal client wants
• 9:44
  and is gonna be seeking out
• 9:45
  and they're gonna end up finding it.
• 9:47
  They're gonna seek it out with high intent to get the answer,
• 9:49
  they're gonna find it
• 9:50
  and you're not gonna have to push it in front of them.
• 9:51
  And in a lot of ways, this is how social media
• 9:54
  really has changed and evolved with time.
• 9:56
  We are now more focused on creating these smaller,
• 10:00
  more engaged audiences than we are in trying
• 10:02
  to reach the masses because trust me on this,
• 10:05
  we get people coming to us every single week
• 10:07
  and they've built these audiences that are 200,000 people
• 10:10
  or half a million people and they're barely scraping
• 10:14
  by financially.
• 10:15
  They're relying on things like
• 10:16
  grand sponsorships or affiliates, et cetera
• 10:19
  and they're barely able to make an income from it
• 10:21
  because these audiences are massive
• 10:23
  and they're also very broad.
• 10:25
  So it's a lot of window shoppers,
• 10:27
  not people who are there because they actually want
• 10:30
  to take the action to buy, to invest and to do the work
• 10:34
  to get the result that you could offer to them.
• 10:35
  So that's where the concept of micro-universits
• 10:37
  comes into play.
• 10:38
  So if you are gonna leverage a platform like YouTube,
• 10:41
  this incredible search driven platform at the end of the day,
• 10:45
  yes, there's entertainment here, et cetera
• 10:46
  but I'm not talking about using it.
• 10:47
  And that way I'm talking about it as somebody
• 10:49
  who uses it as a business owner
• 10:50
  and has generated millions of dollars
• 10:52
  leveraging it in this way.
• 10:53
  You really wanna focus on what we call micro-universes.
• 10:56
  Creating these micro-universes,
• 10:57
  building these really, really, really targeted audiences
• 11:00
  and what that does, if it's all the right people
• 11:02
  and it's all your ideal client,
• 11:04
  every time you publish a new video,
• 11:05
  you're feeding the algorithm with even more signals
• 11:08
  of who you're trying to reach and what you wanna be known for.
• 11:10
  And that is helping the algorithm
• 11:11
  then serve your content to more of those people.
• 11:14
  The problem is people start on a platform like YouTube
• 11:16
  with no plan and they just start posting this content
• 11:19
  and what it does is it confuses the heck out of the algorithm
• 11:21
  and then you get seen by either nobody
• 11:23
  or a bunch of random people.
• 11:25
  And if you're getting seen by a bunch of random people,
• 11:26
  that's very confusing to the algorithm.
• 11:29
  It's confusing for your content
• 11:30
  because you ultimately have nowhere to go.
• 11:33
  You don't know who you're trying to reach
• 11:35
  and therefore you're reaching nobody at all.
• 11:36
  And a really great example of this is something
• 11:38
  like I always say is niche down below up.
• 11:40
  I think that's the most important thing you can do
• 11:41
  as a business owner in the online space.
• 11:44
  The more that you can get known
• 11:45
  as the big fish and the small pond,
• 11:47
  the better your business is going to do
• 11:49
  and the more it's gonna benefit the business.
• 11:50
  So Alex and Beth, they help cleaning business owners
• 11:52
  create peaceful and profitable cleaning businesses.
• 11:55
  And if you look at their channel,
• 11:56
  it is so targeted.
• 11:58
  They have an authority keyword,
• 11:59
  which is something that you really do want to own
• 12:01
  on a platform like YouTube.
• 12:02
  And it's the keyword that you know
• 12:04
  would resonate most for your ideal clients
• 12:07
  and your ideal viewers.
• 12:08
  And so every video they create has the term
• 12:11
  cleaning business and the title
• 12:12
  and it's optimized for that
• 12:14
  so that it's going to be seen by more of those people.
• 12:16
  And they went from using paid ads
• 12:18
  and struggling to hit their financial targets
• 12:20
  with their program to now by leveraging YouTube in this way,
• 12:23
  they've been able to scale to $100,000 a month.
• 12:26
  And this really leads me to the place of like,
• 12:28
  there is this, you know, concept,
• 12:30
  I think when it comes to creating content online
• 12:33
  that really gets confusing
• 12:34
  because business owners are not content creators
• 12:36
  at the end of the day.
• 12:37
  Yes, you can create content like I'm creating right now,
• 12:40
  but it's really how you use it and where you use it.
• 12:43
  And you're either gonna do it in a way
• 12:44
  that creates a ton of pressure and ton of weight
• 12:47
  by leveraging, you know, these push social media platforms
• 12:50
  where you're constantly having to feed it
• 12:52
  with new fresh content or you choose YouTube
• 12:56
  or a blog or something that is search based
• 12:58
  and is not necessarily a social platform.
• 13:01
  And that is gonna allow you to create
• 13:03
  a more peaceful marketing strategy
• 13:04
  because you're putting out content
• 13:05
  that can be discovered for years to come
• 13:07
  because my YouTube content, I have videos
• 13:09
  that are like 10 years old
• 13:11
  that are still generating leads every single day
• 13:13
  because I'm creating these timeless content
• 13:15
  that works in an evergreen fashion
• 13:17
  that for the rest of time,
• 13:18
  my most ideal clients and viewers,
• 13:20
  they're gonna be seeking it out.
• 13:22
  And there's people all over the world
• 13:23
  who have never heard of me,
• 13:24
  but yet they're stumbling upon my content
• 13:26
  because they're seeking it out on search
• 13:28
  on YouTube on a daily basis
• 13:29
  and that is building my pipeline of potential leads
• 13:32
  and clients daily again without any extra effort
• 13:35
  or without me constantly posting content.
• 13:37
  And I think we all sort of blindly, myself included,
• 13:40
  when social media became a thing,
• 13:41
  we fell into the trap that we thought
• 13:43
  that it was absolutely necessary to growing a business.
• 13:46
  But the reality is if you look at the statistics,
• 13:48
  it's killing businesses.
• 13:50
  Because you're putting time, effort and resources
• 13:53
  into making this content
• 13:54
  and you don't really even know if it's working.
• 13:57
  So another big piece of this is if you aren't tracking
• 14:00
  what your content is doing for you,
• 14:02
  you have no idea if it's actually necessary or not.
• 14:05
  And if it's not, then stop doing it
• 14:07
  because your time is your most valuable asset
• 14:09
  as a business owner.
• 14:11
  And of course, financially,
• 14:12
  if you're investing into a team
• 14:13
  to do your social media for you or you have resources
• 14:15
  and you don't need them
• 14:16
  because they're not converting into clients,
• 14:18
  then that's something that you probably need
• 14:20
  to reevaluate and cut in terms of your expenses
• 14:22
  so you can increase your profitability.
• 14:24
  But that all comes down to properly tracking
• 14:26
  using things like UTM tracking and link tracking
• 14:29
  so that you can know, okay, this video on this topic
• 14:31
  actually created this result in terms of how many clients
• 14:34
  I was able to generate or how many leads
• 14:36
  I was able to add to my email list.
• 14:38
  But when you don't know how to track
• 14:39
  and you're not tracking the performance of your content,
• 14:42
  not based on vanity metrics like likes and followers,
• 14:45
  then you're basing all of your performance
• 14:48
  and your investments into something that is not real
• 14:52
  because vanity metrics at the end of the day
• 14:53
  are like monopoly money.
• 14:55
  What is actually real is is it generating me leads
• 14:57
  and is it generating me paying clients?
• 14:59
  Is there an ROI to my efforts on social media?
• 15:02
  And if there aren't, you don't need it.
• 15:03
  And that's ultimately how I came to this decision
• 15:05
  because I was posting consistently
• 15:07
  and I was thinking it was absolutely crucial for me to do so.
• 15:11
  Then I really dug into the numbers
• 15:12
  and I was like, oh, this isn't actually pushing the needle
• 15:14
  at all and the thing that is pushing the needle
• 15:16
  is the YouTube content and my email list,
• 15:19
  which those both work together really well
• 15:21
  because YouTube builds my email list,
• 15:23
  my email list drives traffic to YouTube.
• 15:25
  So I was like, well, if I just do those two things,
• 15:26
  I wonder what will happen.
• 15:28
  And so leveraging the actual data behind the business
• 15:31
  allowed me to make the decision really clearly
• 15:33
  that social media just was not necessary.
• 15:35
  And instead I was gonna put my focus and intention
• 15:37
  into these other places where I could do less,
• 15:39
  but achieve more.
• 15:41
  I think realistically we're all coming to the reality
• 15:43
  that we are not built to have this much information
• 15:46
  flying at us every single day
• 15:47
  and to have access to this amount of information
• 15:50
  just by typing in a few words.
• 15:52
  It's overwhelming and it is hurting our ability
• 15:56
  to critically think and to actually have a unique perspective
• 15:59
  and have a unique expertise.
• 16:01
  So if you do, it is more important now than ever
• 16:04
  for you to be able to showcase that
• 16:06
  and to showcase it in a way where it's not
• 16:08
  sort of selling yourself short
• 16:09
  with a 30 second clip of you dancing on Instagram.
• 16:11
  I'm sorry, like it's really allowing you
• 16:13
  to create content that really does demonstrate
• 16:16
  you as an expert and your expertise.
• 16:17
  A really great example of this,
• 16:19
  my clients, Mark Green and Dickson,
• 16:20
  so they were full time lawyers.
• 16:21
  They both enabled to replace their salaries as lawyers
• 16:25
  with their online program.
• 16:26
  And just by leveraging YouTube as their messaging vehicle
• 16:29
  and they were able to successfully transition away
• 16:31
  from using short form platforms,
• 16:32
  they were actually focused on TikTok
• 16:34
  to leveraging YouTube and they will tell you firsthand
• 16:36
  what a difference that made to the quality
• 16:39
  of the people who were discovering them
• 16:41
  because the intent was so much higher
• 16:43
  and these people were actively seeking out this solution
• 16:45
  so they were paying close attention to the content
• 16:47
  and making the decision to actually work with them
• 16:49
  and invest in the program that they had created.
• 16:51
  And their client results are incredible for that reason.
• 16:53
  They have the right people getting to their program
• 16:55
  at the right time because they have a vehicle
• 16:57
  in YouTube that's constantly working for them.
• 16:59
  And here's what they had to say about that.
• 17:00
  Showing up as a business owner and not a content creator.
• 17:03
  You are not like in this rat race.
• 17:05
  You can be very intentional
• 17:06
  and you are rewarded for it.
• 17:08
  So I think what it comes down to is
• 17:09
  if you're going to create content of any kind,
• 17:12
  the most important key now is that you know why you're doing it.
• 17:17
  And I say that because if you don't,
• 17:20
  you are gonna end up on a hamster wheel
• 17:22
  where you're constantly creating content
• 17:24
  and just hoping that something hits.
• 17:26
  Also not even knowing what it means when something hits
• 17:28
  because if you're not quantifying it based off of
• 17:31
  let's say leads or sales or clients
• 17:33
  and you're just quantifying it off of vanity metrics,
• 17:36
  you are ultimately gonna be chasing something
• 17:38
  that's going to elude you a lot of the time.
• 17:39
  So it just puts you on this constant hamster wheel
• 17:41
  trying to chase that next win
• 17:43
  and you don't even know when it's gonna come.
• 17:44
  So define that micro universe based off of who you want to be serving
• 17:47
  and what you ultimately want to be known for.
• 17:49
  Create content that shows the depth of your wisdom
• 17:53
  because that's your greatest differentiating factor nowadays
• 17:55
  because there's a lot of people that can just fake content
• 17:58
  especially for short form content
• 17:59
  whereas long form content is a trust building
• 18:02
  and authority building engine
• 18:03
  because you can really show not just tell.
• 18:06
  An attempt just try creating less,
• 18:09
  creating maybe one less piece of content a week
• 18:11
  and see if it makes any difference at all.
• 18:13
  And the best way to really figure out
• 18:14
  how to create less content
• 18:15
  but get a higher return is to track.
• 18:17
  Make sure you are tracking the performance
• 18:20
  in terms of your business performance,
• 18:21
  leads generated sales mate, et cetera,
• 18:23
  not just those vanity metrics
• 18:24
  and more importantly than anything own your audience
• 18:27
  because if you are creating content strictly on social media
• 18:31
  or on something like YouTube
• 18:32
  but you're not driving people to an email list
• 18:34
  that you actually own,
• 18:35
  you are setting yourself up for disaster and long term failure
• 18:38
  because platforms can change,
• 18:40
  they can disappear as I told you I started on this
• 18:42
  in this world a long, long time ago
• 18:44
  and I've seen platforms where people
• 18:46
  had built these big audiences disappear overnight
• 18:49
  and then they're left with nothing.
• 18:51
  So make sure that if you're attracting an audience
• 18:52
  be sure to turn it into email subscribers as well
• 18:54
  by providing people with things like an e-book
• 18:57
  or a PDF or a lead magnet
• 18:59
  or a video sales that are a webinar
• 19:01
  something that can ultimately nurture them further
• 19:04
  into your micro universe, into your world
• 19:06
  positioning you as the trusted experts
• 19:08
  they can tune out the rest of the noise.
• 19:10
  And look, I know this is all very different
• 19:13
  than maybe what you've heard
• 19:13
  and I know I'm approaching this
• 19:15
  from a business driven perspective
• 19:17
  because I do run a business
• 19:18
  and I also am a wife, I'm a mom,
• 19:21
  I have family obligations,
• 19:23
  I have friends that I love deeply
• 19:24
  and I don't wanna spend all my time creating content.
• 19:27
  It gives me the ick, so I wanna only create content
• 19:30
  I'm excited about and then I know it's gonna add deep value.
• 19:33
  So that's a big part of the reason
• 19:35
  that I really wanted to audit my time
• 19:37
  and audit my efforts and really think to myself
• 19:39
  do I need to be doing this.
• 19:40
  And it was very shocking and surprising to me
• 19:43
  when I really realized that social media
• 19:44
  was just completely unnecessary
• 19:46
  to achieving the level of growth
• 19:47
  that we wanted to achieve in the business
• 19:49
  and it's proven by this last year
• 19:50
  where we completely quit and we were able to grow.
• 19:53
  So I hope this gives you a little bit of light
• 19:55
  and hope and it helps you approach social media
• 19:57
  in a completely different way
• 19:59
  or maybe even not have to do it at all, right?
• 20:02
  So I hope this gives you a game plan to move forward with
• 20:04
  and know what you need and what is required
• 20:06
  to actually build a successful business
• 20:08
  if you're gonna play any kind of content game at all.
• 20:11
  So you can use that content in a very strategic
• 20:13
  and intentional way and great less
• 20:14
  but it'd be able to achieve more independence,
• 20:17
  more financial freedom, more client impact and the list goes on.
• 20:21
  And like I said, we have that knowledge bank business plan
• 20:23
  and there's a tool inside of that will actually help you
• 20:25
  define your ideal client in a matter of minutes.
• 20:27
  So just comment knowledge bank flow
• 20:28
  and we'll give you the link to access it on demand.
• 20:30
  So thank you so much for watching
• 20:31
  and if you wanna even sort of deeper dive
• 20:33
  on what it took to move in this direction,
• 20:36
  be sure to check out this video next on
• 20:37
  how we generate $500,000 a month without needing social media.
• 20:42
  Really appreciate you being here.
• 20:42
  Let me know in the comments what your light bulb moments were
• 20:44
  where you're gonna take away from this
• 20:46
  and put it into action
• 20:46
  because ultimately information without action
• 20:48
  doesn't really help and I love those comments
• 20:50
  they are my live language.
• 20:51
  So I'll see you there and I'll see you in the next one.
• 20:53
  Bye.