September 23, 2020

Made a commitment to being more visible? CONGRATS! But have you really thought through your plans? How are you going to stay consistent and motivated WITHOUT burning yourself out?

In this episode I talk through the key things that you need to think aPlease note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it’s designed formatbout and also stick to in order create a sustainable marketing and visibility plan that works!

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Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format

Are you struggling with your consistency and motivation with visibility then listening to this episode, because I'm going to be showing you how you can banish that struggle and start moving into a more fluid marketing plan. Hello and welcome to the Expert Unrivalled Podcast. My name is Jen Hall, your business position and coach and Market Leadership Expert. Now, in this episode, I thought it was really important because it's kind of off of the back of one of the episodes be extremely popular around strategic visibility so that you're not ending up exhausted and broke.

If you haven't listened to that episode yet, I strongly suggest you do, because it is a fab episode. But I wanted to kind of follow up because I know a lot of people are still finding it hard to stay consistent and motivated with their visibility. And it just so happens actually, inside of the Elevate program, a lot of the members are looking at their marketing plan, looking at their visibility, and are really ramping up for the different launches that they have coming up for various different programs.

And so they're really looking at the best ways in which to show up to their audience and how they can do that without burning themselves out. Because I see this a lot with this whole kind of launch mentality where people try and do too much and they end up getting really, really burnt out or that they're trying to become more visible because they're recognizing that they don't have an audience to sell to. And so they're trying to build their audience in the following so that when it does come to launch time, it doesn't feel like you're talking to the wall, that you actually have people who are primed and ready to buy from you who are the right people.

And so we kind of have, you know, these two different camps at the moment, people who are looking to to launch or people who are looking to build their visibility strategy in their marketing plan.

And I'm seeing even happen inside of the program where it is nothing to do with the people that are in there. It's just human nature because, you know, we're committing to something. We want it to be great and we're ready to kind of go go big or go home is one of the one of the Elevate members talked about this week. And and that's that's great that people want to do that. But we also have to be realistic in terms of sustainability.

What is sustainable for you moving forward and how you able to stay visible for either the launch period that you've decided on or the ongoing with your ongoing visibility? Are you going to be able to commit to that and stay on top with your energy? Because if not, that's really going to come through in how you how you sell or and how you show up. You're going to come across as burnt out and tired, and we don't want that either.

So that's something that we're working on inside of it.

And by the way, if you want to have a discussion with me to find out whether you would be a good fit for Elevate, which, by the way, helps you to get to the number one choice in the market to market the level, we cover a variety of different things from positioning, messaging, niching launch plans, visibility, marketing, branding and ensuring that you're actually monetizing all of those things.

If that is something that you would like to discuss, then please do make sure you become cool with me at Cool podcast, but the link is in the show, so do jump on a call with me. That's something you'd like to discuss and apply for and we'll have a chat and I'll let you know whether it is the best option for you or not.

So back to it then. So how can you stay committed, stay consistent and motivated and keep that on a sustainable, even pegging? Because it is difficult, because we want to be in as many places as once. But I would actually say that is one of the biggest mistakes that people make. They try and be Gary V, you know, yesterday they weren't showing up at all and today they're like, right, committing to visibility.

I will become Gary and I'm going to be absolutely everywhere. And the problem with that is that, you know, it's just not sustainable. You can't take that big leap. It's not going to work out for you. It is really is going to end in burnout. You're not going to be focused enough either.

And we have to understand that, particularly for social media, each social media platform has its own advocate, has its own types of viewers and listeners and readers who who want to look at things in various different ways, depending on the platform. You know, long form on Instagram isn't usually the best way to go posting up Facebook style posts on LinkedIn. You know, to be fair, it's kind of like moving that way, but it's still a very professional platform.

And depending on your audience, you know, and if you're connecting with, they may not connect in the same way to the post that you're trying to repurpose.

So I'm all for being clever with content marketing and repurposing. But you also have to be respectful and mindful of the different platforms you're working with.

And energy wise, trying to be everywhere at once is going to be very time consuming and very energy sucking, because it's so much the. Goes into that say, for instance, I had a client recently who wanted to set up a Facebook show and then put it onto a podcast. Now I'm going to talk through that example there to show you exactly why that wasn't such a great plan and what we've done instead. So this particular person has gone from, you know, showing up.

You know, she's showing up. Absolutely. But she wasn't highly visible and she would totally admit that. And this is why she decided to go down that route. But you also have to think hard around, you know, what's involved in doing that and how is that going to be responded to on the other side of it.

So let's start that start with how that's actually going to be responded to. So in terms of starting up a Facebook show, so what you're doing is you're going to get into a social media phenomenon and you're saying, come and watch my show, great fab works. People show up. But then you're also saying that they can go and access it on the podcast. So they go, OK, fine, well, I can listen to that later. So I didn't need to watch it right now.

I can listen to that later. So suddenly your show people he would have turned up eye to it is now started to half, if not a quarter of who would have actually turned up alive in order to see it will now just wait because they can get it elsewhere another time, splitting and diluting the both sets of numbers, both for the podcast and for the people watching that live. And you're not funneling them into one single place. OK, fine.

Maybe we can get over that. Well, what's the problem? What's the problem with just having the numbers? These people, they can go and watch it later and these people here can just watch it now. Well, there is a couple of things wrong with that. Now, the first thing is, is that it's very it's not impossible, but it's there's more resistance for people who are over on a Facebook social media platform to go and start listening to a podcast that they're not already a podcast listener and they are, well, way more engaged.

Well, more like Rob is a terrible way more engaged, like I just reverted back to when I was a teenager. That's, well, good. And they are way more engaged over on Facebook. And so actually trying to drag them over to a podcast is actually a lot harder because that's not how they normally usually conceive. So not only are you trying to go elsewhere for the information, you train them on, on a totally new way of consuming stuff in a completely different style.

And, you know, podcasts are all different to how you would show up on a Facebook live if I've seen people do it, and examples and games where Joe Rogan does it. Now, Joe Rogan absolutely does do it because he has started podcasts since before podcast or even invented. He's been there from the word go. He's well versed, well practiced. And he runs he basically records himself recording a podcast on Facebook. And that's the difference. He's still recording a podcast.

He still has the podcast. This in mind. He's now just bought another visibility element to it, not necessarily serving Facebook to then put it onto podcasting. So you can see the intention is different there. However, back to it. So training people to go over to a podcast from a social media platform in an audio podcast listener, there's a lot of resistance there when you have to retrain people. So if they have the option, they're probably just going to stick over on Facebook anyway.

Podcast The best way to get past podcast listeners is actually to find other podcast listeners on other podcasts to come over and drive traffic to yours. That is the best way, the easiest way to find traffic for your podcast. So you have to bear that in mind in the first place. And so not only are you diluting the numbers across the board, if we now take the focus back to Facebook, you know, Facebook book works really well. What it's done lives.

So you need to be sure that you're making it as crisp as you possibly can for the podcast. First and foremost, you know, not everybody loves to listen to a complete Woelfel, which sometimes happens at a Facebook life. Actually, people watch your Facebook live, thrive off of that kind of, you know, casualness. There's also a visual element as well that you won't be able to portray across on a podcast so that those things are considered.

But then also you're also using engagement. So Facebook loves Facebook live. So you've got to really if you want to make it effective to do a show live, I would absolutely do that. And then you've got to think about the engagement that people are going to have. If you're suddenly saying, OK, well, people are going to go and listen to it on the podcast, then you've lost your engagement, which means that the Facebook Live isn't going to have as much reach as it possibly would had you have engaged people.

They're having that kind of conversation with you, which, by the way, your podcasts can't see because they can't see the comments. So yet again, have to bear these things in mind that there could be some clashes in terms of the experience level.

So you have to bear these things in mind if you're going to have like a conversation with with comments. You know, when I when I see these on Facebook live, I kind of travel through the company to see what's going on. What do they say? What's so funny, you know, when you can't see that necessarily. And as you pop it in the show notes. But again, who was listening to. A podcast looking at a screen, not anyone, we're in the car.

We're on a dog walk wherever, different platforms, different uses, different experiences, different ways of consuming. So you have to bear all of these different things in mind is what is the strategy behind it? And then that's forgetting what you're forgetting. You know, the fact that you've got to learn all the tech. So you've now got to set up your show. Not only that makes it look good for Facebook show and work for that and work out the tech of when you go live.

And if you want your fancy screen things, you might use something like Belyaev or something like that or obese. God forbid it's something I use. But my gosh, it looks so complicated. It's free once you know how to use it. It's amazing. But if you don't, it's a whole other ball game. Definitely advise any technophobes out there to use something like be live instead. So you go to work all that out and then suddenly, not only are you working out how to make sure that everything is shipshape and sharp for your show, you're then OK now go to work at all the time and actually launch a podcast at the same time.

Holy Meatball's. There's a lot on your plate. You've got to start looking ahead and start thinking about how you were going to keep that up and actually launch and look at that in the first place.

So we've got to be a bit more intelligent about it. As always, we have to start planning these things, become more strategic and become way more focused as well. So that just sounds like a whole bunch of overwhelm. Right. So, you know, what we've ended up doing is sticking with the Facebook show so that she can focus and be consistent with that one thing, only focus on one particular type of user. She needs to be fun and entertaining and informative and giving value to those types of users, which makes things a lot easier and a lot more manageable.

And then we can look at things like podcasts and things like that in the future. Should we want to these I mean, these things can be taken off the table, but we also have to really focus in on it on a particular strategy. So one of the best ways to remain consistent and motivated is actually just to focus in and say, OK, I'm only going to focus on this one thing and I'm going to drive traffic to it. So rather than trying to be clever and repurpose to everywhere, you can start being clever by actually creating one core awesome, amazing piece of content and drive all the traffic there.

You know, people will notice I'm very quiet and quiet my group these days. You know, I'm you know, I'm driving traffic to my podcast. That's where people are going to get the best fr jen is over on my podcast, so I'm constantly telling people to come over here fast. If you want to hear, hear me, that's where you going to be. So I'm training them to find me over on my podcasts. And I'm using snippets of the podcast is like audio grammes out on social media.

I'm taking really great quotes from the podcasts and putting those out and repurposing those so you can still repurpose and you can still do that, but drive people to one core piece of content so that it makes life easier for you and be far more potent and less overwhelming so that you can remain consistent, you know, without fail.

You know, Winnellie, when we're episode forty nine guys, I nearly produced 50 episodes and I started in June, June in November last year, and I remained absolutely consistent. And inside of the program we've got people launching podcasts. And let me just give you a few reasons why I love my podcast. Right? I can. Pre-record So when I go on holiday, I can remain consistent because I can pre-record like two or three in a row and I know I'm covered.

And so that can get sorted out and can get drip fed over. I love my podcast because I'm very focused around what kind of content that I'm putting on there to make it as meaty, juicy as possible. So it becomes far more intentional, more intentional than I believe many other platforms out there, because I'm really trying hard to make sure that I'm giving you the most valuable information. And I'm able to do that in a way where I don't have to brush my hair.

I can remain anonymous. I don't have to be, like, super ready.

In essence, I can put my microphone on my laptop. I can record anywhere. And so it's versatile that moves with me. There's a lot of freedom involved with the podcast, but because I don't have any other things going on that I'm worried about, I'm just constantly focused. This is my main consistent piece.

Now, I've talked about today with another client. You know, I'm I'm looking at doing YouTube. Should I be consistent with that now? You know, there are certain things here like what's your focus? Where are you people hanging out? Where do you want to focus the most? OK, if that's not YouTube doesn't mean you can't do YouTube and actually YouTube. I've done myself. I've worked on it like a six month stint of creating some really cool videos.

And they're still producing leads to me.

Even now, every single week, they're getting more and more movies about thousands of views. And I'm getting people to subscribe and download all of my different options. And things are on the back of the back of that.

I'm not happy. You saw the video now probably for about a year, but they're still working for me because they're still friendly. So in essence, you don't have to be consistent with YouTube if you really don't want to. You probably have a YouTube expert, totally different.

But this is my experience and this is what I found. And I was saying to her today, look, you can absolutely try YouTube. It can absolutely generate leads without you having to go out there and do any work. It's an evergreen Cerna. You can absolutely do that. And you don't have to focus on it constantly because you if that's not where your main people are, if you mean people over on YouTube, then, gosh, why not?

Why wouldn't you be consistent in a place where you guys are hanging out? But until you tested that, maybe just try a selection, a stint of videos to see what comes of it.

Obviously making sure I see a friend in all these kinds of things and both inside the ENERVATE program, we cover things like YouTube video, how to create great YouTube videos. We also cover how to create an amazing podcast. We've got license's in there from the incredible program designed by Jessica Lorem and Scott Lorman. Lorimar suggests Jessica Lorimar and Salties. That's podcasting the pace. So anyone who is serious about starting a podcast can get access to these licenses in that.

So there's so much to be had from that program. So, again, if you're listening and you're thinking, I want a piece of that cake, give us give us a ring. And the tickets are so old fashioned, isn't it? Click the link like the link in the chain notes and could call in and which should be fab.

So yeah. So think about what will be your focus. What are you going to do, where are you going to be consistent with and just be honest about the other things that you can absolutely still dabble in, but you don't have to make that sort of a lifetime commitment to. But you got to pick one thing that you will be committed to and be clever in the way that you can absolutely broaden out to where the platforms driving the traffic back to that one piece of content where people will get the best out of you and you can focus on and you can get the best out of you, rather than trying to create millions of different pieces of content all over the shop, you can then think about handing off audios or videos and things like that for people to go and create blogs for you.

So you can be clever in terms of, you know, hiring people, depending on what stage you're on business and how much money you're earning from your business. You can invest in something like that so that you're able to create a consistent blog and whatever else for perhaps a different style reader who doesn't want to listen to a podcast might want to opt for reading it. But again, you've got to think about what are you diluting and is that the best thing to do?

But you can be clever with helping other people to repurpose it, but be very careful about who you get to do that and monitor it and make sure it's good. Yeah. One of my clients the other day asked me, should I outsource to a copywriter? It feels like that's a whole other episode. And my immediate advice is no, I really wouldn't. Not until you've got you've got to grips with your own marketing. Should you hand it off first and foremost.

And second of all, people want to hear from you. They want to hear from the founder. They want to hear from the people on the ground, not some hired copywriter who's trying to sound like you. Now, there are some very talented copywriters out there which can seemingly sound as if it's you if you find one of them and it works great, but there are very few and far between guys. So do you just remember that and, you know, they're never going to be able to come up with that inspired content.

You're still going to have to have your finger in the pie. It's not something you can ever completely 100 percent hand off.

That's my opinion anyway. So anyway, folks, stop trying to be Gary V, really commit to one thing and drive traffic to that one thing. Be mindful of tech and also be mindful of your business ecosystem. How is everything working together? Because it doesn't mean that, for instance, I don't go out and then promote a an opt in, for instance, on LinkedIn where I get them to come and get the opt in and join my list.

And then there's there's an automated sequence that is proven to convert off the back of that that they can download. And they go through that sequence and either buy something or continue to follow me on my podcast. And we're driving the traffic back to the podcast so you can see how everything works in harmony together.

And I absolutely nurture my list. I think that email list is very important. So if you're asking my opinion, which I'm not sure you are, but if you were to ask my opinion on what you should be focusing on, it really doesn't matter to me in terms of whether you're focusing on a Facebook share with you, focusing on a podcast, you know, it depends on your audience and whether now what kind of media do you think that they would prefer?

I would pick up based on your ideal client. But I also absolutely think that an email list is essential because in a podcast, I just know how many listeners listeners there are.

I don't know who is listening and if they download my stuff. So I want to know that. So that's why, for instance, in the show notes, I always offer some kind of opt in as well. People can download. And by the way, if you're listening, you can download my market leader guide, which you can find in the show notes for free. And then call my lovely list and you can see my awesome emails, and yet, you know, you can do things like that and I would definitely recommend your email list.

The second thing that you do and then one other piece of luck, nurturing because emails are great. They really, really are. And they help to get people interested and really involved. That is what I've seen these days. It's too easy to sit on the surface with an email, with an email as much as you can. You want to drive people down the rabbit hole of let's see what the next thing that they can do is. Let's put another soft touch in there.

Either come and listen to my podcast episode. Why not come over to Facebook and watch me on this live doing talking about this thing or join me on this intimate private webinar where we can chat together and show you how to do X, Y and Z, take them down the rabbit hole so they can experience you in a three in three D forty four K going to be fancy because otherwise it can be very 2D on email. So as much as you possibly can, you want to drive personal stories into your emails and again go way on a tangent here, but just a few quick tips, personal stories to try and get to know you as much as possible, not just on a how to level, but also on a personal level and also again, driving them to other content that really shows your business as a personality, not just you as a personal brand, but also your business as a personality.

And because you may have a working with a business couple at the moment, I say a couple their partnership, and we're working really hard to get their business branding on board because there's two of them. So we want them to buy into the business brand. We want to buy into the support coaches that they have so they don't feel like they're getting sloppy seconds, that everyone's positioned as the expert or focused towards the same goal. Who delivers that and how they get there is, you know, neither here nor there.

That's what the focus is about. And building the credibility up as a as a business versus just the credibility of the personal the person who's delivering. So, again, all depends on the type of business or depends on the different business models and people you're serving and your messaging and all of those kinds of things. It's not a one size fits all. It never is. You always have to look at your business and decide what is best for your business and your ideal clients.

And you insult everyone else who is telling you that you should set up a Facebook group and then nurture them for three months and then sell, which, by the way, is a really bad idea because all that does is just change them into wanting free information. And then when are you going to sell something? You get the oh, selling something very dashi or here. So anyway, yeah, you have to be mindful of all the all of these different things.

It's never a one size fits all scenario. The group thing can absolutely work for certain types of other client businesses and product and business model, but not for others. So it's just one of those things. So that for me, rounding it up is how you stay consistent and motivated by visibility, focusing in sticking, picking with one thing and committing to it every single week. The more you do something like, you know, yes, if you wanted to do once a month, then that's the thing.

It's like, what is your version of consistency persona? Here's my opinion. Right.

If if you're asking again is that, you know, the more you do something, the more frequent you do something, the more people will start to catch your drift.

They will start to realize, oh, she's showing up and showing up again and he's showing up again. And, oh, look, there he goes again. He's you know, he's hit. It's clearly something that's very valuable to keep going. And so many people give up before, you know, it really starts to get going. You know, I've been told, you know, from the experts who he who run the program for podcasting that pays that actually you really need to hit one hundred episodes before you really start to take over the podcast.

There's a lot I've been huge successes with this podcast, both monetarily and also enjoying doing it. Just love it. Great feedback. So it's working is working out really well and I haven't hit the mark of one hundred yet, but a lot of people still give up because they're not seeing, they're seeing the results that they want now. Doesn't mean you have to stop doing the thing a lot of the time.

There are other reasons to why that might not be working. Your call to action is there are you driving people towards things to download? Are you are you selling? Are you telling them what they can do next in order to be able to buy from you?

Are you talking about the right kind of stuff on the right topics or. Also, headlines missing the mark because, for instance, an opt in that doesn't do very well, the opt in might be bloody amazing behind the scenes, but it was clicking on it because your headlines rubbish. It could be that kind of thing that actually rather than just giving up on it, you just need to tweak things. So don't be afraid to focus in and and really hone in and get molester one thing and drive the traffic to it because it will absolutely help and you'll be far more motivated to do it because it also gets easier.

Like when I first did a podcast, my god, it was lengthy hours. I could work out how to do the tap and all sorts of things. Now it's it's a smooth process. You know, I broke up. I can record it done. And Bosz, I've got a process now that my VA follows that she goes on and it once I've created the episode she goes out and sorts all the promotion out for me and it's all done and dusted.

So that's the thing that you have to remember. It will get easier over time as well. And I see so many people start something and start it and it starts to look like it's doing really well and they start adding in other stuff too soon or they start wanting to try something different. And it's like why if something is working or, you know, it's working, why are you trying to change? And on the other point of view is if it's, you know, if you've not given enough time to work and you're not doing it as well as you could do, then it's not yet time to to prove whether that's worked or not.

You're going to let it run its course. I spoke on that previous episode that I referred to earlier around. You know, you do have to cut off where you've been consistent with something for such a long time and you're not bearing any fruit from it. So, for instance, if you've been creating that baby bird syndrome, I talked about what you're feeding people information and you've been doing that for so long, they've now trained them not to buy.

So are they ever going to buy? Is it's going to be a hard drag for you to do that? Sometimes I have to do with my previous group for this one at a drop a bomb, because I see what I did.

I got overly excited by everyone, was loving the value that I was giving, which of course they did, because I was giving away a lot for free and they didn't have to buy it for me because I knew that every time they ask the question, I would just answer it for them and that would be it.

And so you have to realize that, you know, there are times where you have to cut off, but you have to cut off. But you have to stick with something. You know, you've got to focus it down and really hone in that visibility. But, you know, and, you know, like I said, cut things off if need be. But you've got to stay committed to something and decide what that is and make that great something that Andy says is what would the best in the world look like?

And the best in the world would look like a scattered, massive, just the perfect tribe. The best in the world will be something that's super focused, that you're consistent with, that you get better at that you want to do really well and unperfect not not just on a content perspective, but also on a marketing perspective. What kind of topics are we going to talk about is really going to help people step up and buy all of these kinds of things?

So there we go. There's the episode on how to maintain consistency, motivation, because it's so important that you do have that you've got to enjoy what you do.

That's the last kind of partying punchier and motivation is that you've got you've got to enjoy it. If you hate doing it, then it's not going to work out for you.

But the other thing as well is, is that a lot of people hate things before they even tried it or they hate it because it's new, you know, hate things, hate things, absolutely hate the idea for the right reasons.

They, you know, like for me, I'm I really enjoy my podcast because it's it suits my lifestyle, suits freedom. It suits how I like to produce content. So that works really well, works really well for me. I don't hate me on Facebook Live. I just know that I can be more consistent on a podcast. Some people prefer, you know, they feel the energy having that kind of like interactive audience. They love having that engagement.

You know, if that's what you thrive off, then maybe choose something to do with video. You've got to pick what's right for you in order to be able to stay motivated. Don't just go for a particular platform because someone said it was a good idea. Like I'm saying, I love podcasts.

You know, not all of my Elevate program a podcast, because it's not all right for them. So you have to decide what's good for you and go with that in order to be motivated in doing it and looking at how is that going to work in harmony with your entire business ecosystem. So there we go again. If you want to chat about Enervate, then I have very, very, very limited spaces in there. But if you'd like to chat and apply, please do pop a public.

No, I have popped a link in the show that you can click on the with and I will speak to you then. And as for everybody else, I will see you guys next week in the next episode.

Have a fantastic week.

About the author 

Jennifer Hall

Jen Hall is Business Clarity Coach for Coaches, Consultants & Experts who want to become Unrivalled Go-To Experts.

Jen not only gets you clear on your micro-niche, message and what makes you unique and desirable, but she helps you to define what makes you an irrefutable offer to the market so you can position yourself as a high-end 'must have' option for your prospects.

She is a Multi-Award Winning Speaker and Best Selling Author of Expert Unrivalled.

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