Influencers' Lives Behinds the Scenes w/ Jvsion Advertising & Jennifer Firpo #scottsthoughts

Welcome to success story, the most useful podcast in the world. I'm your host Scott and today you are going to hear me on the J vision podcast We spoke about influencer marketing what it is what it isn't who can make good use of it Things to look out for and how you can use it for your brand. I hope you enjoy Hi, welcome to my channel. My name is Jennifer Purple. I am the founder and CEO of JV show now resizing Today I have been a new episode of my video series influencer's life behind the scene. My new guest is a CEO and founder He's an SVP marketing sales and expert in the subject today He's gonna tell us his story and all his strategy uses social media to become a successful entrepreneur Do you want to get to know him? His name is Scott be clary. So welcome Scott tell us more about yourself So well, first of all, thank you for bringing me on. I appreciate it. So my name is Scott be clary So I am a long-time sales and marketing executive Over my career. I started off in sales as individual contributor Then moved into sales leadership roles In those sales leadership roles. I usually just took on the marketing component as well for those organizations I went into consulting for a little bit doing sales and marketing consulting for early-stage startups Worked with a startup incubator similar to Y-combinator, but the Canadian version So at the creative destruction labs at U of T And then I went back to working for somebody, which is where I'm at now So right now my nine to five so my official job is SVP sales and marketing for exciting exciting is a software development company a SaaS company for broadcast software They are a smaller OEM for a larger company called Grass Valley So if you look on my LinkedIn, you'll see Grass Valley as well So what we do is we basically build software products for Grass Valley's customers Grass Valley is in the broadcast space, but they deal with a lot of hardware So we're very specialized think about us as think of us like a startup within it like almost like a lab within a large organization So my day-to-day responsibilities include Hiring and training and onboarding sales reps supporting Grass Valley has roughly a hundred sales reps supporting them on demos for the software products that we sell and that we build Building out sales strategies marketing strategies Very much like I said it's a small group of developers in the large organization So I wear many hats in terms of my day-to-day, but really focused on driving revenue through sales and marketing for the software products I do other stuff of course. That's probably how you found me. So I host the podcast as well So I post a podcast called the success story podcast That's just unpacking Incredible stories of successful individuals sort of documenting their highs and lows their wins and losses What I equated to is Tim Ferris, but more of a business focus That's kind of what I try and do on the podcast I also run a newsletter ROI overload which is a newsletter that goes out to roughly 30,000 people that's focused on sales and marketing tactics and strategies And then you know on top of all that It sort of fits in line with this show and probably we're gonna talk about it's just Me building my brand me building my persona me speaking about the things that I love to do A lot of the stuff and a lot of the I guess the the social profile that I built for myself is around Sales marketing start-up, you know growth business growth and I've done that Probably like primarily on LinkedIn, but then I've expanded. So I have the same type of content that goes out on Twitter On Instagram. I have YouTube channels as well. It has a lot of similar type content Facebook as well, but not many people here probably are using Facebook as much as some of the other platforms but it's still going out there and The total audience since the influencer show all plug numbers Roughly 250,000 followers in the business niche across all my social So that that was then purposefully knowing that whatever happens in my career wherever I go I'll have an audience. I'll have a brand That I can use to do my own thing but I can use to help another company sell another product I can use it sell the products that I'm you know building out right now so that's kind of You know my resume and what I'm doing right now Perfect. No, that's amazing. And actually because your niche is sales marketing and I want to say You from your promote brand and as a entrepreneur because I want to call you an entrepreneur Not just because I know that you're working for somebody else, but for me you're an entrepreneur because you also help other brands All their businesses to you know in the sales growth and a lot of people can actually go and hire you Yeah, they can't and I've definitely so I'm very entrepreneurial By nature like I like to build things so the reason why I went from consulting Back to working for a company was because of the type of setup that I'm in right now So I'm building out a software company within a much larger company So I do wear many hats, but I do enjoy ideating creating strategy Creating Creating something from the ground up and seeing the direct the direct result of my actions have an impact on the growth of that company so For me building out strategy is a lot of fun you can build out strategy in a much larger organization um, but sometimes there's things that you run into when you're working in large organizations the amount of impact You can have quickly you can't move as quick you can't do things as quickly for most organizations It's a generalization, but for a lot of companies if you really are entrepreneurial if you want to Put in 120% and see those results and be part of something that's literally growing as you work in a company and you're achieving You know hundreds of percent growth year over year over year Or even like month over month That's something that you can really do and you can have a lot of impact out a smaller organization And that's really why I chose to do My nine to five like my job what I'm doing right now Um, and you're right. I I am very entrepreneurial by nature. So like I do build my own newsletter I do run a podcast. I was doing consulting before so it's something that I just enjoy I like building things And actually that got me to my next question because you mentioned all the social media platforms that you're using But I want to ask you first How long have you been using social media as your part of your strategy? for growth I would say Yeah, I'd say about two and a half years now. So I Only truly under not understood. I only truly implemented social as a strategy for growth Later on in the game. I was like most people that used it for personal I had personal of course personal Instagram personal Twitter personal Facebook for you know about four years ago I actually stopped using most of them and I didn't really see the points it felt like a waste of time but then I see how Great business influencers So you look at Business influencers that do it right on each platform. So Gary Vaynerchuk kind of does it well on many platforms But he has a whole team you look at for example other people like The Chris Doe is a business influencer on Instagram. He does other stuff, but he's really strong on Instagram Matthew Koba who is another He's a he's a VP of marketing or director of marketing for fast, but he's really strong on Twitter So I see how all these not the Gary v's, but the smaller say call them micro influencers It's still very successful individuals, but micro influencers are using these social platforms to build out a brand to build out a community And then they're leveraging that for either the company that they work for Or they're leveraging it for potentially consulting gigs They want to start their own business whatever it may be they have this They have this community they have this incredible organic reach that they can achieve on social because they've spent the time And sort of after studying these people I realized that Your brand is something that you can take with you forever. It's with you in perpetuity So if you spend the effort if you put in the reps if you take the time if you learn the platforms learn what content works And you just start doing Then in two three four or five years from now you're going to have an asset that is equivalent to Thousands and thousands of dollars in ad spend that you would have to invest to get the same amount of reach That you can now have access to just because you've taken the time to build out a profile in a community around who you are what you do what you love and basically what you Do and and and you know every single day So that's that's why I did it. That's why I started to do it and that's why I'm still doing I think we all in the same page when it comes to that because even myself like you said I was using social media the wrong way I may be not the wrong way, but just the way that it was presented Right that is just social media and then you share Information just with family in France, but once you get to To use the social media the right way with the right strategy like you were saying to make it grow for your own Good and to have like a business with it is the best way to do it and We know that you mentioned something in there. I'm sorry, but you mentioned something in there about strategy So I want you to give me a little bit of how what kind of a strategy you were using Social media that you noticed it worked for you and you saw You know, you know, you can grow on your platform Sure, so I would break the strategy into two parts. I would say that first part of your strategy has to be How you create the content so the actual process or the tools or the technology that you have and the second Part of the strategy would be what you create so the how and the what okay, and that's very important because You can be creating tons of content that isn't resonating with anybody Or you can be creating this awesome fire piece of content this incredible tweet that goes viral once in your lifetime and then You get distracted you you get you know, you can't think of new ideas whatever it may be So you have to have both and you have to have process and systems that allow you to create content at scale Repeatedly and then also source ideas for your content and create content that resonates with the audience on that target platform so Let's first talk about the process so the process is not a Confusing process. It's actually quite simple There's been many people that have spoken about this process again. I'll reference Gary Vee again or Gary Vaynerchuk because it's his it's technically His content creation process, but there's many people to speak about it in many different ways So an easy content creation process that you can use to repeatedly create the content Across all your social platforms is as follows you take one long form piece of content So it can be a podcast like this So now you have from this podcast you'll have a youtube video and you'll have another Podcast that you can actually post an audio podcast You could in theory take this and you could transcribe it you could turn it into a blog about whatever we chat about right And then from that now you have three you have three pieces of contents able blog podcasts youtube You take that video content from the youtube you can now break it down into five minute clips ten minute clips That can go across LinkedIn Facebook Instagram And even youtube if you want to have some you know different podcasts clips on your youtube Then you can take those five to ten minute clips and you can break them down into 30 second sound bites of 30 second sound bites Can go across shorts tiktok reels youtube shorts snapchat Whatever it's called. I can't remember the new snapchat thing And now you have these 30 second sound bites then you can also take those 30 second sound bites Assuming they're good quotes the really good quotes you've not chosen them and you can use those as little tweets So now you have this content strategy where you have one long form piece of content that's been broken down into in theory like Well 50 to a hundred different pieces of content across all your different social platforms Another thing you could do and I don't I forgot about this you could even Take if you turn it into a blog post say we're chatting about certain topics take the responses that I give you or even the the topics that you bring up and you can go on kora Which is another great place to drive traffic and you can be responding to questions on kora with some of the responses that I'm giving you Right now in this podcast because now you'll have insight into certain questions trending questions on kora That's gonna drive more traffic So it's just about it's just about creating a system that will allow you to easily create content At scale and it has to be repeatable so you always want to have this type of system now if you look at all of my content Is this all I do? No, it's not all I do because I still enjoy creating other types of content But I'm saying let's let's let's not Let's not immediately go to where I'm at now because we're assuming that if somebody is just starting today They have to get used to just Creating just posting that one piece per day per week whatever So we're not gonna go to where I'm at now because again This is like two and a half years later right where I'm comfortable posting comfortable creating and I like doing this And it's fun for me right now. We're just trying to get you started So this this process that I just outlined is a great way to Just get started and have content across all your social because what you don't want to have to do If you don't want to have to think of a tweet a YouTube video a blog post and think about all these things and silos Because it can be very tiring and it's if you're not Yeah, seriously you yeah, you will go crazy and you have to understand that Somebody like I have a couple like like virtual assistants that work for me I sometimes I hire designers if I need to like I have some resources that I pulled in because this is important to me Somebody when you look at for example again Gary Vaynerchuk's social media he has teams of people creating this So the process that I've outlined is a process that one person could do themselves In all seriousness Amazing the way that you kind of broke it down and I know the way that you're doing it because a lot of people who got Whoever's gonna see this video they got to be so thankful to you just because you just broke it down so easily And they probably already had all the resources and a lot of my But they didn't even know what to do with it I hundred percent most people Well, I appreciate that you're very kind. Thank you. Like I said, it's not it's not my original thought But it's been repeated by multiple people and sometimes You don't have to reinvent the wheel There's processes and systems in place that work So don't try and do something that's more convoluted more confusing Like you can you can experiment with new things but to start just keep it simple right and any Any person I would argue that any person or any business that is trying to market successfully In 2021 they should Run some sort of podcast that's Speaking to speaking to stakeholders decision-makers That could be their target customer asking them questions that their target customers would be asking and using that To position themselves as a thought leader in their industry. So you if you if you're saying I don't have These interviews record again. I don't have this long form video I would say if you want to be successful if you want to differentiate yourself in 2021 You should be doing this and if you don't feel like interviewing people You maybe you're a little bit shy you're not you're not comfortable interviewing then then just talk In front of a camera just yourself and create like a 30-minute Discussion or it could be it could be for example You Going through the top questions. I always use core. It's great resource for questions that are trending in your industry So you go to core you look up the top questions that are relevant to your industry and you're the expert in your industry You're just answering those questions and that's your content You can answer four or five questions. That's 30 minutes of content and that's so so relevant For people that could be buying from you your target customers. So that I don't know how long these podcasts are I apologize, but I just took a long time to explain to you a process. I'm gonna go real quick on the other Okay Okay, cool So there's a second part to it you have to know what type of content to create right you have your process now And you have to know what type of content. So I'll tell you what I do If I'm looking for The type of content that works for a specific platform Because I want to see what everybody on that platform likes to You know engage with comment with and share I just look for the people that are doing it the best on that platform And I'm formatting my content the way they're putting out content. So like I said I have people on each platform most most platforms that I look to for examples of content I mentioned one before the Chris doe at the Chris doe on Instagram He is b2b content. He's the most successful at ever seen at somebody doing b2b content on Instagram That isn't for example Gary Vaynerchuk with you know a huge team and a whole bunch of resources um On Twitter. I look at uh, what's his hand. I'll I know his name, but I don't know his handle um at m co Yeah at m co-box or at Matthew Matthew co-box. He is He's one of the most successful individuals that building a community on twitter So I looked at him for b2b to the the way he communicates the type of posts he puts out the way he structures his posts the way he formats his post on twitter I look to him as an authority and I try and create content that resembles his content Because I know that he's already figured out what works I would not go to the Chris doe for twitter content. I wouldn't go to at at m co-box for Instagram content what I'm doing is I'm looking at the people that are leading in each particular on each speaker social platform And then that's who I'm using as a guide that's what I'm learning from Um, and then I would say uh, you know for So you I'm trying to think who who else would be a really good one on linkedin um Yes, I've built a pretty good following on linkedin But I would say the people that I've learned from on linkedin um Dave uh Gerhard he's a VP marketing at drift if I'm not mistaken and he creates great content on linkedin and everything on linkedin is of course or most of it is business to business But he creates really good content on linkedin. He knows how to target He knows how to build an audience and a lot of the stuff that I've learned myself I've learned from him or another individual on linkedin is very good at B2B content Is Justin Welsh. He's another uh, he used to be a VP sales and now he's um, he's a consultant But those are all names If you go research them on their platform on the platform where they excel You will learn from them and that's who you should emulate in your own content creation And that's honestly How I've been successful across different platforms. It's just learning people to kill it on that platform It's it's not hard stuff. It's just It's it's just doing the research and and again, it's more You know, I oh when I speak about mentors and mentors are kind of it's kind of a buzzword or a word that's overused but I do believe that if you want to Acceler succeed in life or anything you have to have multiple mentors now I don't know just in person. I don't know Chris personally, you know, I've engaged with their stuff on social but I wouldn't call them a mentor, but it's the same concept you have multiple people that you're learning from who are just doing The best in their particular area. You wouldn't go to somebody for your relationship advice You wouldn't go to that person to lose weight you wouldn't go to somebody If you're trying to raise money for a startup you wouldn't go to that person if you had relationship problems You have these mentors that could be your friend's family peers co-workers in various aspects of your life so Replicate that in in what you're trying to do So if you see a company that's doing something well if you see a person that's trying to do something well Just learn from them. It's it's easier than ever to have access to the best in the world at what they're doing So use that as as your as your guide as your as you know as your Social media MBA, you know, whatever it is And that's my best advice It is the best because it's true what you said you it's just like going back to the influence her topic, right? So these are different type of influence words that you can follow you learning from because you want to follow them But not just because who they are you want to follow them because you're learning from them So that they yeah are actually adding some type of value in their content that you want to become like them A nut by copying or anything like that It's just that they provide you with ideas for you to have to be successful in what you're trying to do 100 percent all the guidelines All the all the playbooks are already out there it's it's If I can frame it for somebody who is a business-to-business leader like a director or sales of marketing or You know When you create a new strategy for your business you're looking at case studies You're looking at examples of companies that have done this before you're looking at how a certain company has for example Recained their reps or reduced churn on their customers or increase their inbound leads or increase their conversion You look out into the world for examples and you find the best examples and you try and include those examples in your own business strategy That's how you do it. There is no difference when you're trying to build a successful audience on social media Exactly non-completely agree and actually because you mentioned so many social media and different strategies that work on each I want to ask you which one was the first social media that you think group first in that you liked the most So the first social media that grew first for me was LinkedIn because my content What I do every single day is great content for LinkedIn What I do everything like what I do every single day is not easy to translate into Instagram for example, right? Sales and marketing content. Yeah, you can put it on YouTube But I can tell you right now like if I was to go on YouTube a kid playing with a toy or somebody playing a video game Is going to get like a hell of a lot more views than me talking about an outbound sales strategy So it you know what I mean like so LinkedIn just works it works with what I know and if I you know that that's where my audience is right and that's actually to be quite honest As LinkedIn was growing quicker than any other social platform That's what I used to launch my podcast That's what I used to launch my newsletter because the audience was all aligned So again you you speak about why why should people care about micro influencers or why should people even build a brand Well, it's because now I can launch things quickly. I don't need to again pay a lot of money to advertise I can launch for free and get something to a You know a decent level of of viewership decent audience a decent amount of traffic on a new thing I choose to launch if it were to that audience whenever I want so No, and the reason why I'm asking you this is because I ask every single influencer that I bring to my to this channel That one of my theories Because I've been in marketing and Advertising like for 10 years maybe more But one of my theories when it comes to social media is that you should be One platform that is the one that is going to be help you the most right that one day to master first So once you master that one we can move on to the next one So do you think about that theory? I think that's smart. I think that um So I have I have conflicting opinions about that only because if So yeah to answer your questions specifically. I do believe you have to master one first But I don't believe you should ignore the rest I think mastering one is fine because I think that you will find The best the best ROI of time invested on a particular platform because that's where your target audience Is is hanging out right that's where you want to connect to the people that are buying Your services your products or whatever it may be they're all there So it makes a lot of sense to spend a little bit more time there But that being said you will find Other people in the other platforms and you will find that being really strong on one platform Can eventually bleed over into other platforms and vice versa. So I do believe that yes you're correct So I went really heavy on LinkedIn That's where I and it's funny because it's actually probably to the general General public is probably the least popular social media platform But it's it's it was the best suited for what I do So You know, it's it's it's it's it's tough right like What I have loved to be wildly successful on youtube Of course, I would love that ad revenue like I would love that all day But the thing is sometimes it's harder to grow on these platforms So keep doing it and start but definitely double down on on what's working No, definitely, you know, actually the reason why I'm telling you this is because I relate like a hundred percent with you when it comes to LinkedIn LinkedIn was the only platform of my choice because I mean sales too. Uh, I mean Well, I was you know, I was first in one side of marketing and advertising as a buyer And then I just literally said no, I want to learn how to sell, you know My services as well. I want to do it because I knew that found the road It was going to help me to be both sides because I've knew that I wanted to open my business Maybe I didn't know exactly what I wanted to do back then But after all the years and sales and Implementing different, you know strategies LinkedIn was my choice my first class from like the only platform that I was using to be honest with you to connect with other people And to network and to find my leads the people that I was going to be called calling the people that I was going to be needing And who are my clients now they because I think it's a great strong platform Not just to share content the way that you do it, but also to connect and especially when it comes to professional people It's not like an Instagram people follow But you don't know who they are you don't know if like they are are actually having a business or they actually want to hire you They just want to follow you because they like you or something like that, you know what I mean Yeah, it's a different audience and you're you nailed it like you're you're 100% right like When I think that LinkedIn in terms of selling something in terms of b2b is the most powerful platform And probably the the most underutilized platform It's something that I think that if you're Selling a service and it's not a consumer product if you like it's you're not going to do well My opinion at least selling t-shirts on LinkedIn versus if you were advertising on Pinterest or Snapchat or whatever But if you're selling a business product Yes, you got to be on LinkedIn you got to be running you got to be creating a brand on LinkedIn You got to be running outbound on LinkedIn every sales team have ever I've ever worked with If you're doing an outbound campaign you're hitting people on phone on email and on LinkedIn LinkedIn is probably one of the most important tools you can use because not only is that's where all your buyers are That's what all like all your decision-makers are there, but also even like the targeting like you cannot target You know VP marketing in this industry in this location of this company size you cannot hyper target on any other social platform So if you're not using it then you're wasting your time energy effort money you name it But like you need to be on LinkedIn I think that's why I was so successful back in my days of selling because a lot of people were asking me like How can you meet with these B.O.s PMO with an executive high level like I just That's all it is It's a very very useful Techniques that I used to find uh, you know influencers like in your case We kind of follow each other on and Twitter and to be honest with you I'm never on Twitter, but somehow something you were like tweeting in there that caught my attention. I was like Yeah, let me just so my research and do my homework and then I found you like kind of reply a couple of your tweets You were liking that you follow me back. I was like you said that's where you make a connection Yeah, I wasn't even looking to look for you. I didn't even know who you were until That tweet appeared on my on my screen I was like this is amazing because I actually looking for different ones, but not you specifically Yeah, yeah, no, I'm not famous enough yet. I'm not Yeah, let me tell no, oh my god. Don't uh, I'm not even don't say that. That's ridiculous. I'm Are you very kind? No, and I love it. I love the content that you create the way that you presented and even on those pic talks like It might not be the platform that you were using at the beginning, but you kind of nailed like okay Let me just give them tips and advises and he's amazing the way that you're doing it And it's amazing to have you here and that all the people that I've been looking at this video They're gonna be like yes, this is what I need to hear this is what I want and all because you're telling what it is And either you do it and it's going to work or you just Exactly and like what's it? You know, what's the worst that can happen if you and you have to also be know like if you're starting Fresh like whatever platform you choose or if you choose all the platforms You will be putting out a lot of content and nobody will look at it for a very long period of time and be okay with that Don't don't care about that. Just focus on getting your process down getting your getting your content process Getting your thought process on what you want to chat about where you want to you know find inspiration for your content Focus on getting that all down because I would say that on any platform if you don't give it minimum a year You're not going to get anywhere. I would say minimum minimum one year of just Putting out content into this void and it seems like nothing's there Maybe six months depending on how good your content is but no seriousness but but then You see this and you see this with businesses. You see this with any any project you take on It will be flatlining and then all of a sudden you will see massive Exponential growth and that's when it can impact your business. That's when for example I'm getting you know podcast invites. I'm getting speaking engagements I'm very happy with where I'm at right now, but I get job opportunities to get recruiters reaching out I can find even I can find better Incredible talent not to say like I couldn't find talent otherwise, but I have incredible people that want to work with me like It's a blessing when you put yourself out there. It's tough. It's it's tough like there's there's tough things The come with this That include like just the the commitment the perseverance and the content creation and whatnot So it's more just a matter of setting it into your schedule in your routine But then again like putting yourself out there is nerve-wracking. It's like you don't there's a lot of negativity So you definitely have to acclimate to that and and be okay with that But once you get through the negativity and it just becomes part of your routine You do realize that there's incredible benefits to being You know don't love the term, but it's thought leader in your space, right? Like there is a lot of benefit Anyways No, I I feel I think that it's naive to call myself that only because um It would it would assume that there is a threshold that you have to be at Before you can call yourself an influencer. I know people that are have much smaller social followings than me That can command an incredible respect. They can launch products They can they can do whatever they need to do because they're hyper targeted to a certain audience I think that I have a social following but to be an influencer I don't think there is I think everybody can be an influencer in the right arena. I think that even in I know incredible people that have no social media network That can pick up a phone and can close a deal can find an investment no problem because the social capital that they've built over their career so influencer seems to be um It seems to be uh You know a label that's been that's been associated with people that have massive social audiences But I don't have a massive social audience. I'm not Kim Kardashian, right? I don't have you know millions of people following me Can I influence a certain set of people that like my content to look at a certain product or you know Try a certain thing probably, but so can somebody who just has incredible social capital? So I think that the goal should not be to become an influencer, but it should be to achieve whatever goal or purpose Building a social audience allows you to achieve if it's starting your own business if it's Getting a speaking engagement putting yourself out there into the world if it's closing more deals for your business That's the only end result you should ever worry about. So I think that influencer is a silly word to be to be 100% honest. It doesn't really make any sense to me, but Yeah, you're the only one that actually Disagree with the word influencer because it's kind of misleading the way it is the term is used It has a negative connotation to it. Yes, it does But to be honest with you whoever kind of see your following whatever you are Yeah, oh he's an influencer and to me you are an influencer Yeah, that you are an influencer in a bad way just because this is who you are. This is the Title that I will give you besides being an entrepreneur like I was telling you before yeah, you are an influencer because somehow You are influencing those people who are following you because they're following you for a reason They're not following you because it's just you they following you for the content that you share all the advices All your skills and knowledge that you are sharing with them, you know, via your content Yeah, that's true Yeah, I guess that's true. So whatever call me an influencer if you want it doesn't really matter Um, I think that yeah, I think that you know, I think that Building the building of personal brand is is the is what I am focused on and if you're gonna ask me like what am I focused on I'm not focused on becoming an influencer. I am extremely focused on building a personal brand And I totally agree with you because basically now that you're talking about personal branding Like I said, I have been You want if you want to call it like an influencer in sales. Yes, I mean that Out of social media because I wasn't using social media. I was doing a lot of using LinkedIn as to you know to drive in my Connection and to get my meetings and you know to get to know my clients, but um, I wasn't like a influencer in the tag that I've been present or have like a personal brand Until after you know the pandemic that's when I realized like Let me bring it all in because I'm trying to become an entrepreneur Well, I am a entrepreneur. I have my own business. So now my business needs Okay, right? So that's when I decided I need to have my presence online and basically I just launched my personal brand Like I created a whole launching you know Structure and a strategy just so people can actually see oh she is an entrepreneur She has you know like a business and she wants people to know who is behind those ideas So now from your experience for from personal branding. What will you say It is the most important factor to have a personal brand Recognized on social media Um, no so the most important factor would be the same factor that you should take into consideration if you're trying to sell the product or service So know who your customer is know who your ideal customer profile is know who your target customer profile is know who your buyer persona is These are all technical sales terms and a B2B environment, but To just summarize if you're not aware of these terms you're identifying What type of person would be purchasing your product or service and what pain points what problems do they have That's the most important because once you once you've hyper targeted who should be consuming your content which in theory should be somebody who's buying your product or service Then you know what content to continuously create and if you if you don't have that If you don't have that persona nailed down You're not going to know what content to create So I would say that's the most important I think that the most I think you just have to be like it sounds cliche, but you have to be yourself Because there's no way you could ever maintain a fake personality for any period of time You're gonna you're like it's gonna be you're gonna get depressed like you're literally gonna get depressed So just be yourself and whoever likes it likes it whoever doesn't doesn't and that's literally it That's that's just it you know Anyways Yeah, no, I was gonna say Don't go into this Speaking about stuff you don't know about don't go into this acting in a way that you aren't um It's gonna get incredibly tiring and you will burn out I agree with you and I think it kind of relates in the same theory when you are a self-worth Mm-hmm Yeah, because if you notice the back back in the days the self-people they just have different and strategy that It's kind of annoying because who wants to stay a salesperson the minute that you they know that you do sales They look at you differently and still until today a lot of people are afraid of sales But just like every single platform and social media will be like marketing maybe um any industry has a ball Sales has a ball as well, and I think of sales like human sales to human You are offering a service, but in a different way you're not offering a service By selling your products or services. You are offering solutions to other people problems And that's why they look at you and that's why they want to back from you 100% yeah, and if you think like I've sold for a lot of my career as well Like I like I mentioned that's how I started my career and I still now jump on demo calls I still sell direct to customers if nobody else can take a call on the customer comes in. I'm jumping on a call If you think that you're going to sell by acting or presenting the product or yourself in a way that Isn't authentic. You're kidding yourself. But buyers are smart buyers like You just won't get far and the negative connotation or perception of salespeople has been propagated by people who Act a certain way to get a desired result That is like you mentioned you're 100% right on that is no longer sales Sales is sales is you working with the client You're collaborating You are coming to a conclusion that's helping the client and you're offering something the client needs to solve a problem And you're getting to that endpoint that you're getting to that sale that you know signed contract You're getting to that endpoint with the customer You're working together to get to that end if you think sales is anything else you'll never be successful in sales right now you look at the stats 70 to 80% of the research done on a product is done before somebody even Connects with the company speaks to a sales rep people are incredibly smart and access to information is easier than ever So if you think you're going to Trick your way into a sale in any environment not just the B2B like a B2C like you're selling to consumer People can do research people can expose you people can and people will understand all of these things and the second You're saying something on a call or you're saying something on a zoom meeting or whatever that doesn't align With what your product says it does or your company social media or your company's website They're going to call you on that or perhaps they won't call you on that and they'll just go to another vendor or another company to buy for So you just have to know you have to know your stuff But you have to just like it again I hate that these words become cliche, but they're so true if you're not authentic If you don't if you don't work with the customer and you think that you're trying to impose something or sell something onto a customer and like a high-pressure type shady car salesman type scenario that unfortunately was like the the old school I guess perception of sales You won't be successful and customers have more options than ever and they'll just go somewhere else So not posting but engaging with other people's content Um, I would say I try and spend about Not every social media platform I would say like I would say Across all the social media platforms. I probably spend about 30 minutes a day trying to comment and engage with people that are in my industry Because that's probably actually that I have to do a better job of because that's I always I always you know I always create the content. I always post the content But sometimes the last thing that I don't do is engage or comment or share or interact with other people like that That's actually something that is incredibly incredibly important I would say that you do have to time block for it because that can seem like a secondary metric or a less important Component of social media, but it really isn't If you if you engage is incredibly important but I try and do about a half an hour and I'd say I'd focus on Instagram I focus on Twitter. I focus on LinkedIn. I don't I'm not really commenting on YouTube videos I'm not commenting on snapchat or TikTok. I'm mostly actually I don't mean comment on snapchat But I'm not commenting on tiktok really. I'm mostly on the platforms that are getting the most traffic or what that I'm most focused on Before I forget one question I didn't ask you Yeah, go for it Okay, so what advice can you give the audience that is looking at this be That is looking at this interview For if they want to become an entrepreneur or or or have their personal brown social media Yeah, um, I would just say start just start that's the biggest issue people have You don't have to commit your entire life to it. You don't have to Look at what other people who have been doing it for two three five ten years Are doing and hope to achieve that in week one you don't have to quit your job You can start a side hustle you can start posting you can start if you want to be an entrepreneur you can start Finding your first few customers you can start freelancing if you want to build an agency You don't have to be so all-in. It's the concept of going too much all-in right away this hustle culture It's it's toxic. It's negative and it's not necessary Your job like most people's jobs will take on average maybe eight hours a day Maybe nine hours a day maybe even ten hours if there's traffic when you're driving to and from your office If you're in an office or most of us aren't but if you're in an office like it's a maybe a ten-hour day Okay, it's a long day, but you yeah, yeah, exactly so most of it but before COVID everybody was in offices I miss the commute sometimes but still and now I'm kidding. I'm in Toronto. I don't miss the commute at all It's worth some Manhattan traffic. I'll be honest um But um anyway, so you can you can do this do this after supper after dinner do this from like you know six to nine seven to nine Do this on Sunday eye time block two hours three hours on Sunday night to create my content for the week I'll have a laptop writing a blog while I'm watching TV at night like do something that takes advantage of your Of your downtime and turns it into something that will build something that you can use in the future It could be a business. It could be your own personal brand But the point is just get started. There's quite literally no excuse as long as you have any time to yourself Where you're not working or taking care of your family That's time when you could invest in in yourself to make your life hopefully a little bit easier in the future So don't feel like you have to go all in day one Or if I thank you so much I appreciate that no my pleasure You Thank you. It's got so much for being in this interview Guys, if you want to learn more about our services, I would like to schedule a consultation with me Please leave me a comment or give us a call and I will make sure to answer all of your questions Please don't forget to subscribe and turn on the notifications for more videos every week Also press the like button if you like this video and share with all your contacts Thanks for watching. See you soon