1 00:00:00,799 --> 00:00:04,640 It's 2025, and that means we're going to be talking all 2 00:00:04,640 --> 00:00:08,180 about 2025 marketing in this right here podcast episode. 3 00:00:08,240 --> 00:00:12,000 Welcome to the Mindful Marketing podcast. I'm your host, Andrea Jones, and 4 00:00:12,000 --> 00:00:15,615 it is my honor to help you scroll less, connect more, 5 00:00:15,775 --> 00:00:19,455 and grow together. Before we get into this episode though, a quick word 6 00:00:19,455 --> 00:00:23,135 from this episode's sponsor. I've recorded over 7 00:00:23,135 --> 00:00:26,654 300 podcast episodes. Yeah. It's a lot of podcast 8 00:00:26,654 --> 00:00:30,195 episodes, and I've tried a lot of different virtual recording studios, 9 00:00:30,494 --> 00:00:34,170 but my favorite has been Riverside. Riverside 10 00:00:34,390 --> 00:00:37,830 makes their virtual recording studio look so profesh. My 11 00:00:37,830 --> 00:00:41,350 guests love it. Plus, I also low key love 12 00:00:41,350 --> 00:00:45,130 recording YouTube videos in here as well because it's so easy to use. 13 00:00:45,355 --> 00:00:48,875 My team also loves Riverside because it spits out separate audio 14 00:00:48,875 --> 00:00:52,575 video tracks, making editing easy breezy, lemon squeezy. 15 00:00:52,795 --> 00:00:56,495 And if you want a little magic, they've got this tool called MagicClips, 16 00:00:57,195 --> 00:01:00,730 which uses AI to take your video and turn it into 17 00:01:00,730 --> 00:01:04,489 perfect social media sized videos. I'm talking vertical videos for TikTok 18 00:01:04,489 --> 00:01:08,330 and Instagram, Facebook Reels, all the places you can post these videos with 19 00:01:08,330 --> 00:01:12,165 the captions included, and you don't have to hunt and search for 20 00:01:12,165 --> 00:01:15,545 that perfect clip. So if you wanna try this out for yourself, 21 00:01:16,244 --> 00:01:19,445 click the link that goes with this video. Or if you're listening to the audio 22 00:01:19,445 --> 00:01:22,985 on the podcast, it's in the show notes. Okay? Click that link. 23 00:01:23,045 --> 00:01:26,805 Use the 15% off coupon code. It's Drea, d r e 24 00:01:26,805 --> 00:01:30,370 a, and try Riverside for yourself. Thank you, 25 00:01:30,370 --> 00:01:33,990 Riverside. Alright. 2025. 26 00:01:34,770 --> 00:01:38,450 I talk in my predictions episode about a lot of things changing 27 00:01:38,450 --> 00:01:42,205 in marketing this year. And we as 28 00:01:42,205 --> 00:01:45,965 business owners, as leaders need to change with it. Some of 29 00:01:45,965 --> 00:01:49,665 the things I talked about in that episode are things like reputation 30 00:01:49,885 --> 00:01:53,565 being the cornerstone of our marketing, how the algorithms are 31 00:01:53,565 --> 00:01:57,290 changing, and how community is the backbone of everything that we do. Well, 32 00:01:57,290 --> 00:02:00,650 in this episode, I'm gonna talk more about how we can implement all of those 33 00:02:00,650 --> 00:02:04,090 things using 6 different elements of your 34 00:02:04,090 --> 00:02:07,790 marketing ecosystem. These elements are so important 35 00:02:07,850 --> 00:02:11,665 to creating a cohesive strategy that works for you and 36 00:02:11,665 --> 00:02:15,505 with your preferences, especially for those of us who are personal brands. 37 00:02:15,505 --> 00:02:18,805 Meaning, our face is the face that people 38 00:02:19,185 --> 00:02:22,545 see when they connect with our brand. It's a face that's on our social media 39 00:02:22,545 --> 00:02:26,110 accounts. It's a face that's on our website. It's our personality driving the 40 00:02:26,110 --> 00:02:29,950 business. And whether you're doing this for yourself or your clients, these six elements 41 00:02:29,950 --> 00:02:33,470 will help create a cohesive strategy. So this works no matter if you're 42 00:02:33,470 --> 00:02:37,250 podcasting, writing emails, and, yes, posting to social media. 43 00:02:37,585 --> 00:02:41,185 Now the first step in this ecosystem is 44 00:02:41,185 --> 00:02:44,945 your POV statement, your POV statement. This is something that 45 00:02:44,945 --> 00:02:48,705 we worked on last year in our program, which is 46 00:02:48,705 --> 00:02:52,290 a statement that is your guiding light for your marketing. It 47 00:02:52,290 --> 00:02:55,730 has a bunch of different elements to it, but the core idea behind a POV 48 00:02:55,730 --> 00:02:59,570 statement, it is it's your unique perspective. K? A lot 49 00:02:59,570 --> 00:03:03,330 of times in branding guides or marketing guides, 50 00:03:03,330 --> 00:03:06,630 this is called your USP, your unique selling point. 51 00:03:07,085 --> 00:03:10,525 But my POV statement combines the USP, the unique selling 52 00:03:10,525 --> 00:03:14,285 point, with your own client avatar. So we've 53 00:03:14,285 --> 00:03:17,825 heard that line before, client avatar or, 54 00:03:18,205 --> 00:03:22,050 ideal client, ideal customer avatar. These are, 55 00:03:22,050 --> 00:03:25,650 you know, essentially personality profiles of the type of people who 56 00:03:25,650 --> 00:03:29,330 purchase from you. So POV statement marries those two ideas and 57 00:03:29,330 --> 00:03:33,090 combines your own value system into that. And I think this is 58 00:03:33,090 --> 00:03:36,835 so important that all business owners should have personality driven brands 59 00:03:36,835 --> 00:03:40,435 or otherwise. The POC statement will be your guiding light when it comes to 60 00:03:40,435 --> 00:03:43,955 creating content. And I see time and time again where brands and 61 00:03:43,955 --> 00:03:47,770 businesses, something happens in the world and they're not quite 62 00:03:47,770 --> 00:03:51,130 sure what to say. They're not quite sure how to respond. And usually, it's because 63 00:03:51,130 --> 00:03:54,590 they don't have a POV statement. They don't have, 64 00:03:55,930 --> 00:03:59,515 a a guideline in their marketing playbook to help 65 00:03:59,515 --> 00:04:02,495 them understand how to move forward 66 00:04:03,115 --> 00:04:06,875 with that response to something that happens. And so the 67 00:04:06,875 --> 00:04:10,335 POV statement is a key element into your 68 00:04:10,395 --> 00:04:14,010 marketing. Now when we think about the POV statement as well, this 69 00:04:14,010 --> 00:04:17,690 isn't something that you just create once and you set it and forget it. It 70 00:04:17,690 --> 00:04:21,529 is something that's a living breathing document. So I'll use my own brand as 71 00:04:21,529 --> 00:04:25,315 an example in this episode. So my POV statement includes 72 00:04:25,315 --> 00:04:28,915 things like my family history. You know, a lot of the 73 00:04:28,915 --> 00:04:32,435 work that I do comes from my own history, my own personal 74 00:04:32,435 --> 00:04:36,170 background. I talk a lot about that in my work. My 75 00:04:36,170 --> 00:04:39,690 POV statement includes my values, so things like social media 76 00:04:39,690 --> 00:04:43,530 boundaries or social media mindfulness. My POV statement includes 77 00:04:43,530 --> 00:04:47,070 the values of the people that I work with, so their 78 00:04:47,210 --> 00:04:51,045 family situation. A lot of my business owners that I work with are busy. 79 00:04:51,045 --> 00:04:54,725 They're busy with life things. Right? Like aging parents, young 80 00:04:54,725 --> 00:04:58,485 children, they're going back to school, they have a full time job. And so we're 81 00:04:58,485 --> 00:05:01,705 trying to run our business while life is happening, 82 00:05:02,140 --> 00:05:05,680 and marketing is a part of that. And so when I teach marketing, 83 00:05:05,980 --> 00:05:09,600 I always make sure to teach it from the perspective of that lens because 84 00:05:09,900 --> 00:05:13,100 that's the lens that helps me and that's the lens that helps my clients as 85 00:05:13,100 --> 00:05:16,780 well. So those are the things that you put into your POV statement when it 86 00:05:16,780 --> 00:05:19,615 comes to building your marketing plan. 87 00:05:20,315 --> 00:05:24,074 2nd element of your marketing plan is your offers. And I think a 88 00:05:24,074 --> 00:05:27,835 lot of times we dismiss the inherent value of our 89 00:05:27,835 --> 00:05:30,880 offers when it comes to marketing because 90 00:05:31,260 --> 00:05:34,620 our offer should actually create its own internal 91 00:05:34,620 --> 00:05:37,520 marketing ecosystem. So here's what I mean by that. 92 00:05:38,300 --> 00:05:41,900 One of the clients that I worked with 1 on 1 last year, had 93 00:05:41,900 --> 00:05:45,675 an amazing internal marketing system. Her she actually did not have a lot 94 00:05:45,675 --> 00:05:48,794 of Instagram followers, and she came to me because she didn't have a lot of 95 00:05:48,794 --> 00:05:52,415 Instagram followers. But as for after digging into her work, referrals 96 00:05:52,555 --> 00:05:55,915 were her best source of business. Why? Because her 97 00:05:55,915 --> 00:05:59,759 offer was irresistible, and her offer was so good that 98 00:05:59,759 --> 00:06:02,800 other people would go, oh, you need help with this? You gotta go see so 99 00:06:02,800 --> 00:06:06,479 and so. Right? And so I think sometimes we dismiss the inherent value of 100 00:06:06,479 --> 00:06:10,159 our offer and it can be very challenging to market it because it doesn't have 101 00:06:10,159 --> 00:06:13,965 its own internal marketing. And I saw this when I ran my agency 102 00:06:14,025 --> 00:06:17,565 the best. My agency thrived off of referrals because 103 00:06:18,185 --> 00:06:21,945 me and my team would come in, we would do the work, and people 104 00:06:21,945 --> 00:06:25,789 would talk about it because it provided a lot of value 105 00:06:25,789 --> 00:06:29,470 to them. And so not only do you have to have this shiny, you 106 00:06:29,470 --> 00:06:33,310 know, polished marketing playbook on the outside, 107 00:06:33,310 --> 00:06:36,830 like, your actual offer on the inside has to be good. K? So your POV 108 00:06:36,830 --> 00:06:40,455 statement and your offer. The third thing, and this is a 109 00:06:40,455 --> 00:06:44,135 really big thing when it comes to your marketing plan, is having a signature 110 00:06:44,135 --> 00:06:47,015 content piece. This is kind of a third and the fourth thing because I'll also 111 00:06:47,015 --> 00:06:50,615 talk about supporting content in this plan as well. So 112 00:06:50,615 --> 00:06:54,395 signature content, supporting content. Now I'll say this as well. 113 00:06:54,750 --> 00:06:58,590 I'm gonna spend a lot of time diving into signature content and supporting 114 00:06:58,590 --> 00:07:02,190 content in a 3 hour workshop that I'm teaching inside the Mindful 115 00:07:02,190 --> 00:07:05,490 Marketing Lab. If you're in the lab, we're gonna go in this 116 00:07:05,550 --> 00:07:08,925 in-depth. If you're not in the lab, you can purchase a 117 00:07:08,925 --> 00:07:11,265 ticket to this workshop by going to onlinedrea.com/playbook. 118 00:07:13,485 --> 00:07:17,005 I will have the option for you to purchase the workshop there whether you wanna 119 00:07:17,005 --> 00:07:20,845 join live or watch the replay. Okay? But I'm gonna give you, the down and 120 00:07:20,845 --> 00:07:24,580 dirty version for the podcast. Okay. So signature 121 00:07:24,580 --> 00:07:28,280 content is the content you don't miss. Okay? It is your ride or die content. 122 00:07:28,500 --> 00:07:31,540 It is the content that you're known for. It's a content that people share the 123 00:07:31,540 --> 00:07:35,380 most. It's a content that is the easiest for you to deliver. I 124 00:07:35,380 --> 00:07:38,600 was talking with, a Subsack, person, 125 00:07:39,585 --> 00:07:43,265 and they were really considering TikTok. K? Long 126 00:07:43,265 --> 00:07:47,105 form content writer. I think their content would actually perform really well, 127 00:07:47,105 --> 00:07:50,865 like, as a talking head on TikTok. But after going through a consulting call 128 00:07:50,865 --> 00:07:54,710 with them, I realized they do not like recording talking 129 00:07:54,710 --> 00:07:58,310 head videos. In fact, it would take them hours and hours and hours just to 130 00:07:58,310 --> 00:08:01,670 get through one video with all the stops and starts, with the nerves and all 131 00:08:01,670 --> 00:08:04,950 of that. And so after digging through all of that, I was like, why are 132 00:08:04,950 --> 00:08:08,764 we even, like, fiddling around with TikTok at all? Well, it's because 133 00:08:08,764 --> 00:08:12,604 someone else told them that they, quote, unquote, should be on 134 00:08:12,604 --> 00:08:15,905 TikTok. And I think when we think about marketing, 135 00:08:16,604 --> 00:08:19,824 itself, sometimes we take all the shoulds, 136 00:08:20,365 --> 00:08:23,850 and then we try to do that plan. And it doesn't 137 00:08:23,850 --> 00:08:27,290 work because someone else told us we should be doing it, and it's not coming 138 00:08:27,290 --> 00:08:31,050 from an inspired place. And we can sense that when you're creating the 139 00:08:31,050 --> 00:08:34,650 content. Like, we can sense that this content isn't coming from an 140 00:08:34,650 --> 00:08:37,789 inspired place. It kind of feels like 141 00:08:38,335 --> 00:08:42,015 this content may be, you're 142 00:08:42,015 --> 00:08:45,535 forcing it a little bit, you know. And so when I think of 143 00:08:45,535 --> 00:08:49,235 signature content, your preferences come first, 144 00:08:49,455 --> 00:08:52,275 specifically how you deliver your expertise. 145 00:08:53,360 --> 00:08:56,899 So, again, I'll use my brand as example. I, 146 00:08:57,680 --> 00:09:01,199 am a talker. If y'all if y'all didn't pick up on that little tidbit, I 147 00:09:01,199 --> 00:09:04,959 like to talk. This is how I process information. It's actually the best way that 148 00:09:04,959 --> 00:09:08,685 I can explain things most often. It is my comfortable spot, especially 149 00:09:08,685 --> 00:09:12,445 if I'm, basically talking to myself in a room like I do when I record 150 00:09:12,445 --> 00:09:16,125 this podcast. This is where I shine. Okay? So when I'm 151 00:09:16,125 --> 00:09:19,905 creating content, I tend to lean towards talking 152 00:09:20,045 --> 00:09:23,880 content, audio and video specifically. So when I 153 00:09:23,880 --> 00:09:27,720 think about my signature content piece, for me, that is the podcast. We 154 00:09:27,720 --> 00:09:31,480 produce an audio stream for all the podcasting apps. We take the video, put 155 00:09:31,480 --> 00:09:34,905 it on YouTube. Even Spotify now has the video on there as well. So 156 00:09:35,145 --> 00:09:38,825 for me, if I were to create a signature content piece, it would be 157 00:09:38,825 --> 00:09:42,105 talking. If I were to start over again today and I had to start over 158 00:09:42,105 --> 00:09:45,545 from scratch, I would actually probably choose maybe even a 159 00:09:45,545 --> 00:09:49,065 live stream. And I would love to livestream if, like, my 160 00:09:49,065 --> 00:09:52,590 time frees up a little bit with the kiddos. Livestreaming 161 00:09:52,970 --> 00:09:56,350 was so fun for me when I did it back before kids, 162 00:09:56,650 --> 00:10:00,410 and, I would happily do it again because it is my happy place. 163 00:10:00,410 --> 00:10:03,950 It's so off the cuff talking is my jam. K? 164 00:10:04,334 --> 00:10:08,095 If you told me, Andrea, you need to start a 165 00:10:08,095 --> 00:10:11,935 substack newsletter and produce 2 newsletters a 166 00:10:11,935 --> 00:10:15,314 week on that platform with a bunch of exclusive written content, 167 00:10:16,310 --> 00:10:19,350 I could do it. I'm not saying I couldn't do it. I could do it, 168 00:10:19,350 --> 00:10:22,550 but I wouldn't be happy doing it. It's not my happy place. It'd be like 169 00:10:22,550 --> 00:10:26,250 pulling teeth. It would take me a lot longer to produce that content. 170 00:10:26,949 --> 00:10:30,515 And so while that is a great strategy, there's nothing wrong with that 171 00:10:30,515 --> 00:10:34,195 strategy, it's not the strategy for me. And so when you think 172 00:10:34,195 --> 00:10:37,655 about your signature content, your preferences 173 00:10:37,875 --> 00:10:41,395 matter here. And if you're working with a team, I just have to 174 00:10:41,395 --> 00:10:44,940 say the preferences of the leader, the face, the 175 00:10:44,940 --> 00:10:48,540 personality behind the brand definitely matters. So if we're 176 00:10:48,540 --> 00:10:52,300 talking about, you know, course creator, and let's say you're, like, the 177 00:10:52,300 --> 00:10:55,915 virtual assistant or you're the social media manager for a course creator, you need to 178 00:10:55,915 --> 00:10:59,035 think about your client and their preference. Are they a talker? Are they a writer? 179 00:10:59,035 --> 00:11:02,875 If we're developing a marketing plan for them in 2025, we wanna think 180 00:11:02,875 --> 00:11:06,555 about what's the fastest and easiest way for them to create that signature 181 00:11:06,555 --> 00:11:10,350 content piece. I'll give another example of this. One of my past 182 00:11:10,350 --> 00:11:14,190 clients, Cara Lowenpile, was a great example of this. She 183 00:11:14,190 --> 00:11:17,810 also is a talker, but she is very intentional 184 00:11:17,950 --> 00:11:20,990 about the words that she chooses and and chooses and she did a ton of 185 00:11:20,990 --> 00:11:24,555 research on her podcast and she would do podcast 186 00:11:24,555 --> 00:11:28,235 episodes. Now I'll say this, she's not really, like, a huge video 187 00:11:28,235 --> 00:11:31,755 person. She's doing it more now, which is great. I love that for 188 00:11:31,755 --> 00:11:35,355 her. But when I worked with her, she didn't wanna be on video. She didn't 189 00:11:35,355 --> 00:11:39,130 really care about video. And so we dismissed it. We test a 190 00:11:39,130 --> 00:11:42,890 few things, but it wasn't really a huge focus because her signature content was 191 00:11:42,890 --> 00:11:46,730 her podcast. Her podcast was the thing that when people found her, when they 192 00:11:46,730 --> 00:11:50,170 discovered her, they, like, went back and listened to all the back 193 00:11:50,170 --> 00:11:53,835 catalog. Okay? Her podcast was the thing people were texting to their 194 00:11:53,835 --> 00:11:57,295 besties going, did you listen to this episode? It was amazing. 195 00:11:57,755 --> 00:12:01,515 The thing about her podcast as well is that because her work was so 196 00:12:01,515 --> 00:12:05,240 conceptual, a lot of times it didn't work well-being 197 00:12:05,540 --> 00:12:09,160 truncated for social media. You kinda needed the full experience 198 00:12:09,380 --> 00:12:13,060 order to fully understand her work and her perspective on the 199 00:12:13,060 --> 00:12:16,820 world. So podcasting worked for her. K? I'll 200 00:12:16,820 --> 00:12:20,365 give another example of signature content. One of my clients, 201 00:12:20,365 --> 00:12:23,505 Linda Taliferro, also is a talker 202 00:12:23,965 --> 00:12:27,805 and would do live streams for her. So Linda works best 203 00:12:27,805 --> 00:12:30,925 with a bit of interaction. And she doesn't wanna feel like she's talking to nobody. 204 00:12:30,925 --> 00:12:34,650 She wants to have interaction. She had a weekly live show, where she 205 00:12:34,650 --> 00:12:38,410 would interact with the people who were listening. We had topics that we came 206 00:12:38,410 --> 00:12:41,690 up with every single week. We would still follow the topic, but she would have 207 00:12:41,690 --> 00:12:45,470 more of a conversation with her audience. That was her preferred 208 00:12:45,610 --> 00:12:49,145 method of delivery. Show up, live, and present. 209 00:12:49,925 --> 00:12:53,225 That's signature content. Supporting content 210 00:12:53,685 --> 00:12:57,125 is the content that supports the signature content. Right? So I think 211 00:12:57,125 --> 00:13:00,565 oftentimes, we try to put an even playing field for all of our 212 00:13:00,565 --> 00:13:04,250 marketing. Right? We're like, social media is equally important to email, it's equally 213 00:13:04,250 --> 00:13:07,930 important to the podcast, it's equally important to YouTube. And then this is where we 214 00:13:07,930 --> 00:13:11,470 get burned out, because we're trying to put equal levels of importance 215 00:13:11,850 --> 00:13:15,595 on all of the various elements in our marketing, when really 216 00:13:15,595 --> 00:13:19,195 there should be a couple that are signature and a couple that are supporting. So 217 00:13:19,195 --> 00:13:23,035 I mentioned for me, my signature content is my podcast. My number 218 00:13:23,035 --> 00:13:26,635 one supporting content is not social media. It's actually my 219 00:13:26,635 --> 00:13:30,430 email. And this realization early last 220 00:13:30,430 --> 00:13:34,270 year is part of the reason why I rebranded away from Savvy 221 00:13:34,270 --> 00:13:37,410 Social Everything towards Mindful Marketing Everything 222 00:13:38,030 --> 00:13:41,645 because I realized then that social media, while it plays a huge 223 00:13:41,645 --> 00:13:45,165 role in my marketing ecosystem, it is not the 224 00:13:45,165 --> 00:13:48,925 signature content piece for me. K. It is a supporting 225 00:13:48,925 --> 00:13:52,765 role, and it plays a very big supporting role. You know, like, supporting best 226 00:13:52,765 --> 00:13:56,500 actress, supporting best actor. The movie would not be the same without those 227 00:13:56,500 --> 00:14:00,180 roles, but they're not the lead. Okay? So the lead for me is my 228 00:14:00,180 --> 00:14:03,960 podcast, and then my number one supporter to that is my email marketing. 229 00:14:04,100 --> 00:14:07,640 That is where I have my largest community of 230 00:14:08,055 --> 00:14:11,735 my Internet friends. Alright? In the supporting content 231 00:14:11,735 --> 00:14:15,495 category as well for me are things like social media. I consider my 232 00:14:15,495 --> 00:14:19,035 YouTube channel to be supporting content, though it's a little bit on hiatus 233 00:14:19,255 --> 00:14:23,030 right now, because of the, you know, whole having kids 234 00:14:23,030 --> 00:14:26,390 thing, 2 kids in 3 years. Hello, busy 235 00:14:26,390 --> 00:14:30,150 life. It will revamp, once I 236 00:14:30,150 --> 00:14:33,610 get more time. But when I analyze where to put my time and I realized 237 00:14:33,670 --> 00:14:37,455 the podcast was it and I still take podcast is still recorded in 238 00:14:37,455 --> 00:14:41,295 video form, so put those videos on YouTube. I don't create custom 239 00:14:41,295 --> 00:14:44,895 YouTube videos at this moment because I realized it plays a 240 00:14:44,895 --> 00:14:48,655 supporting role in my marketing strategy. So hopefully, like, the 241 00:14:48,655 --> 00:14:52,470 difference between, signature content and supporting content is a little bit 242 00:14:52,470 --> 00:14:56,230 of a relief to use your thinking about where to spend your time. 243 00:14:56,230 --> 00:14:59,590 So back to my client Cara. Her 244 00:14:59,590 --> 00:15:03,430 signature content, the podcast. Supporting content, social 245 00:15:03,430 --> 00:15:07,005 media, email marketing, even guesting on 246 00:15:07,005 --> 00:15:10,225 podcast, like, those are her supporting 247 00:15:10,525 --> 00:15:14,145 content pieces. K? So supporting content 248 00:15:14,285 --> 00:15:17,565 is important. It plays a crucial role in your marketing ease 249 00:15:17,725 --> 00:15:21,480 ecosystem, but there's a hierarchy to all of this. Now 250 00:15:21,480 --> 00:15:25,320 I gotta also talk about attraction strategies because I think sometimes we think 251 00:15:25,320 --> 00:15:28,920 the content is the attraction strategy. Sometimes 252 00:15:29,080 --> 00:15:32,860 I'll say it again. Sometimes we think the content is the attraction strategy, 253 00:15:33,160 --> 00:15:36,975 but that is not always the case. Right? It's not always 254 00:15:36,975 --> 00:15:40,735 the case. In fact, more often than not, it isn't the case. 255 00:15:40,735 --> 00:15:44,415 There are a few exceptions, and I think actually describing the exceptions will help 256 00:15:44,415 --> 00:15:48,060 you understand the attraction strategy. So there is exceptions to this. 257 00:15:48,460 --> 00:15:52,080 YouTube is a great, example of, an exception, 258 00:15:52,140 --> 00:15:55,580 and it's why I love YouTube because it's both it can 259 00:15:55,580 --> 00:15:59,420 be all the things, signature, supporting, and attracting. K. Just 260 00:15:59,420 --> 00:16:03,065 by publishing content on that platform, you can check off signature 261 00:16:03,065 --> 00:16:06,745 content, supporting content, and attraction strategy in your marketing plan, in your 262 00:16:06,745 --> 00:16:10,125 marketing playbook. Now, that is because 263 00:16:10,584 --> 00:16:13,945 YouTube is search first, social second. So people go on the 264 00:16:13,945 --> 00:16:17,325 platform looking for the things that they are looking for, 265 00:16:17,730 --> 00:16:21,330 then your content could show up, then they could consume your 266 00:16:21,330 --> 00:16:25,089 content, come into your marketing ecosystem, sign up for something, head down the 267 00:16:25,089 --> 00:16:28,770 rabbit hole, and away they go. Right? YouTube is great for 268 00:16:28,770 --> 00:16:32,135 that. Platforms that aren't great for that, inherently, 269 00:16:32,595 --> 00:16:35,815 things like, posting to your Facebook page. 270 00:16:36,275 --> 00:16:39,955 That is not inherently an attraction strategy. Facebook is not 271 00:16:39,955 --> 00:16:43,575 actively taking page content like native 272 00:16:43,955 --> 00:16:47,620 photos and, text based post and pushing them 273 00:16:47,620 --> 00:16:51,220 out to people who don't follow. Maybe for big pages, but for small 274 00:16:51,220 --> 00:16:54,520 businesses, like a lot of folks listening here, that's not an attraction 275 00:16:54,580 --> 00:16:58,180 strategy. K? That's maybe supporting content. Used to be attraction 276 00:16:58,180 --> 00:17:01,995 strategy. It's not an attraction strategy anymore. Posting to 277 00:17:01,995 --> 00:17:04,974 Facebook reels is an attraction strategy, 278 00:17:05,675 --> 00:17:09,375 because currently at this moment here now and today January 2025, 279 00:17:10,714 --> 00:17:14,559 Facebook is prioritizing the discovery of reels. So if 280 00:17:14,559 --> 00:17:18,240 you post to Facebook reels, Facebook is going to take that content and try to 281 00:17:18,240 --> 00:17:21,700 show it to people who do not follow you, so therefore, 282 00:17:22,000 --> 00:17:25,839 attracting new people into your ecosystem. K? So 283 00:17:25,839 --> 00:17:29,485 when we think about attraction strategies, it's intentionally 284 00:17:29,705 --> 00:17:33,305 designed to find new people, and posting content 285 00:17:33,305 --> 00:17:37,145 doesn't do that. And this is why podcasting, while it's a great signature 286 00:17:37,145 --> 00:17:40,765 content piece for me, it is not also typically an attraction 287 00:17:40,905 --> 00:17:44,450 strategy for me. For my brand, I like to do podcast 288 00:17:44,450 --> 00:17:47,809 guesting and I like speaking in summits. K. Again, leaning in my 289 00:17:47,809 --> 00:17:51,250 preferences, give me an off the cuff q and a. I could do that all 290 00:17:51,250 --> 00:17:54,770 day, any day. And so for me, being on a podcast, 291 00:17:54,770 --> 00:17:58,445 guessing in summits, this is my biggest way of of 292 00:17:58,445 --> 00:18:01,664 meeting new people essentially and having them know about me and my work. 293 00:18:02,284 --> 00:18:06,044 That is my attraction strategy. For other 294 00:18:06,044 --> 00:18:09,885 people, this may be networking on social media. Maybe you're connecting with people on 295 00:18:09,885 --> 00:18:13,510 LinkedIn. Like my client, Linda Talifera, she connects with people on 296 00:18:13,510 --> 00:18:17,030 LinkedIn. That's her attraction strategy. That's how she brings new people 297 00:18:17,030 --> 00:18:20,870 into her world. For Cara, it was more of the podcast 298 00:18:20,870 --> 00:18:24,524 guessing piece. She also did a ton of media. I'm talking being 299 00:18:24,524 --> 00:18:28,365 on television shows, being featured in magazines, things like 300 00:18:28,365 --> 00:18:32,145 that. That was her attraction strategy. The attraction strategy 301 00:18:32,284 --> 00:18:36,059 has to be, also lean into your strengths, but 302 00:18:36,059 --> 00:18:39,840 you have to understand that attraction strategies aren't always signature 303 00:18:39,899 --> 00:18:43,740 or supporting content pieces. K? Sometimes it can be. Again, YouTube 304 00:18:43,740 --> 00:18:47,340 is a great example of this, but sometimes it's 305 00:18:47,340 --> 00:18:50,985 not. K? So when you when you're analyzing if your marketing 306 00:18:50,985 --> 00:18:54,125 is actually working for you, I want you to ask yourself, 307 00:18:54,905 --> 00:18:58,585 do you have, you know, your attraction strategy? Do you have 308 00:18:58,585 --> 00:19:02,210 your signature supporting content? And then, you know, the other things we 309 00:19:02,210 --> 00:19:05,990 talked about, is your POV clear and, are your offers 310 00:19:06,049 --> 00:19:09,730 helping with that attraction strategy as well? Okay. I said there are 6 311 00:19:09,730 --> 00:19:13,495 things. So the last piece of this marketing playbook is 312 00:19:13,495 --> 00:19:17,174 analyzing your metrics. I know. I know. People don't like the metrics 313 00:19:17,174 --> 00:19:20,535 word. Okay? The the metrics word can be a little bit 314 00:19:20,535 --> 00:19:24,215 scary, but it's so so 315 00:19:24,215 --> 00:19:27,515 important when you're thinking about your marketing playbook because 316 00:19:28,640 --> 00:19:32,400 I wrote this in a newsletter the other day. Sometimes it feels like we're 317 00:19:32,400 --> 00:19:36,080 throwing spaghetti at the wall, and we're, like, completely out of 318 00:19:36,080 --> 00:19:39,220 noodles. And we're, like, well, now what? That feeling. 319 00:19:40,160 --> 00:19:43,575 That feeling comes from not looking at your 320 00:19:43,815 --> 00:19:47,355 spaghetti strewn noodley wall and going, okay. 321 00:19:47,654 --> 00:19:51,414 I saw those noodles stuck, but the rest of them didn't. So what's so 322 00:19:51,414 --> 00:19:55,255 different about those noodles? Like, you really have to analyze these 323 00:19:55,255 --> 00:19:59,020 things. And I know it's not necessarily a fun thing, but we we really 324 00:19:59,020 --> 00:20:02,480 need to take a look. So here's my personal example on this. 325 00:20:03,260 --> 00:20:06,059 If y'all been following me for a while, you know I'm a huge RuPaul's Drag 326 00:20:06,059 --> 00:20:09,440 Race fan. Love RuPaul's Drag Race. Love it. Watch all the seasons, 327 00:20:09,805 --> 00:20:11,985 spin off seasons, all star seasons, 328 00:20:13,165 --> 00:20:16,385 international seasons. I I just love it. I love the show. 329 00:20:17,005 --> 00:20:20,605 However, y'all don't really care, and that came from the 330 00:20:20,605 --> 00:20:24,145 data. Like, I love talking about it. I love using it as an example, 331 00:20:24,600 --> 00:20:28,059 but it's not something that a lot of my community 332 00:20:28,600 --> 00:20:31,960 is a super fan of, like I am. K? You may like reality TV 333 00:20:31,960 --> 00:20:35,640 shows, but not necessarily RuPaul's Drag Race. So I may use, 334 00:20:35,960 --> 00:20:39,524 like, generic reality TV show example, but I'm not gonna go 335 00:20:39,524 --> 00:20:43,284 deep into the RuPaul Drag Race references. Okay? That 336 00:20:43,284 --> 00:20:47,044 doesn't really work, and that came from looking at my metrics. I'm not 337 00:20:47,044 --> 00:20:50,485 saying I'm not sharing my love of RuPaul's Drag Race. I'm just saying I'm not 338 00:20:50,485 --> 00:20:54,010 gonna use, you know, like deep cut inside jokes 339 00:20:54,010 --> 00:20:57,770 because it doesn't land. Right? And so I think that comes from 340 00:20:57,770 --> 00:21:01,530 looking at the metrics. What does work is when I talk about my 341 00:21:01,530 --> 00:21:04,890 family, when I talk about family values, when I talk about my family 342 00:21:04,890 --> 00:21:08,525 history. Right? So I often share those 343 00:21:08,525 --> 00:21:12,225 stories over my hobbies and things like that 344 00:21:12,605 --> 00:21:16,145 because they're more resonant, and that came from looking at my metrics. 345 00:21:16,525 --> 00:21:20,340 One of my top posts from 2024 was a 346 00:21:20,340 --> 00:21:23,799 post I shared on threads about my family history. 347 00:21:24,420 --> 00:21:28,179 I talk about how my, you know, great great grandmother was a 348 00:21:28,179 --> 00:21:31,640 slave. My grandmother were worked on a pig farm. 349 00:21:32,515 --> 00:21:36,355 My mom, you know, owned her own business, was basically a 350 00:21:36,355 --> 00:21:40,135 a not saying home mom. Sorry. Single mom, 351 00:21:40,995 --> 00:21:44,835 and then there's me. I own my business, and I'm, like, creating 352 00:21:44,835 --> 00:21:47,815 new generational opportunities for my kids. Right? 353 00:21:48,970 --> 00:21:52,669 I shared that on threads, and it got shared reshared, like, a bunch of times. 354 00:21:52,730 --> 00:21:55,929 I've made the same video on TikTok. It's, like, one of my most watched TikTok 355 00:21:55,929 --> 00:21:59,770 videos. I was just sharing something in the spur 356 00:21:59,770 --> 00:22:03,524 of a moment where I was like, I think this will work, and 357 00:22:03,524 --> 00:22:07,205 it did. I infused my story into that, and 358 00:22:07,205 --> 00:22:10,885 it really connected with people. And so I'm not 359 00:22:10,885 --> 00:22:14,645 saying I'm I'm, you know, not sharing everything 360 00:22:14,645 --> 00:22:18,090 about my life. I don't. I don't share everything about my life online. But I 361 00:22:18,090 --> 00:22:21,530 notice the things that really connect with people and I go, maybe I should share 362 00:22:21,530 --> 00:22:25,290 more personal stories. And this ties into the running thread 363 00:22:25,290 --> 00:22:28,970 into all of this and the thing that we're really focusing on in the 364 00:22:28,970 --> 00:22:32,429 mindful marketing lab in 2025, which is this idea 365 00:22:32,490 --> 00:22:35,855 of experimentation and playfulness in your 366 00:22:35,855 --> 00:22:39,475 marketing. I think that this is gonna be huge for marketers, 367 00:22:39,535 --> 00:22:43,075 especially those of us with personal brands or personality driven brands, 368 00:22:43,695 --> 00:22:47,390 is having moments of experimentation in play. And big brands 369 00:22:47,390 --> 00:22:50,990 do this too. K? If you look at their marketing, it's not all 370 00:22:50,990 --> 00:22:54,350 serious. In fact, a lot of big brands have a lot of 371 00:22:54,350 --> 00:22:57,630 fun. The one I point to right now is, 372 00:22:58,429 --> 00:23:01,885 the Beyond Meat brand on threads. And I'm just 373 00:23:02,045 --> 00:23:05,725 I said that out loud, and then I was like, is that the brand? I 374 00:23:05,725 --> 00:23:08,865 think it's Beyond Meat on threads. The Little Cow, 375 00:23:10,045 --> 00:23:13,885 their social media team is having a wild time just having a 376 00:23:13,885 --> 00:23:17,540 silly old time on the platform, and it's working. 377 00:23:17,540 --> 00:23:21,380 People are liking it, following it, sharing it. And this goes back 378 00:23:21,380 --> 00:23:24,820 to one of my predictions in the predictions episode, which is social media now back 379 00:23:24,820 --> 00:23:27,960 at the top of the funnel. Right? It's not about 380 00:23:28,825 --> 00:23:32,665 directly converting every single person who looks at a social media post. 381 00:23:32,665 --> 00:23:36,445 In fact, that's just not gonna happen. So we need to set that thought aside. 382 00:23:36,745 --> 00:23:40,345 So if that's not gonna happen, how then can we connect with 383 00:23:40,345 --> 00:23:43,909 people and connect with them in a way that's sticky and that's 384 00:23:43,909 --> 00:23:47,669 memorable? And oftentimes that means being very, very human. And in 385 00:23:47,669 --> 00:23:51,350 order to do that, we need to experiment and, I don't know, have a 386 00:23:51,350 --> 00:23:55,049 little fun, in this marketing thing. Right? 387 00:23:56,155 --> 00:23:59,915 I want you to think about your experience scrolling through social media today or yesterday 388 00:23:59,915 --> 00:24:03,434 or recently. K? You're on your app of choice. You're 389 00:24:03,434 --> 00:24:07,195 scrolling. What content makes you stop and watch? What 390 00:24:07,195 --> 00:24:10,795 content makes you wanna like and comment? And what content makes you 391 00:24:10,795 --> 00:24:14,490 wanna share? And the share worthy content is the 392 00:24:14,490 --> 00:24:17,950 content that wins because we're getting our community 393 00:24:18,250 --> 00:24:21,870 to be our attraction strategy for us. K? 394 00:24:22,250 --> 00:24:25,850 And when we think about the share worthy content, it's oftentimes not, 395 00:24:25,850 --> 00:24:29,685 like, a sale or a promotional offer. K? 396 00:24:29,685 --> 00:24:33,205 It can be, but it's more often than not not 397 00:24:33,205 --> 00:24:36,165 that. K? I have a little running thread with some of my, 398 00:24:37,445 --> 00:24:41,285 spicy book friends where we we just share, like, little memes and 399 00:24:41,285 --> 00:24:44,750 funny funny reels with each other, and it's fun. Right? We each have a little 400 00:24:44,750 --> 00:24:48,050 little blasty blast. I feel like 401 00:24:48,670 --> 00:24:51,890 that level of fun needs to be infused into our marketing. 402 00:24:52,430 --> 00:24:55,730 And I can't give you the formula for this. That's why experimentation 403 00:24:56,270 --> 00:24:59,755 is key. And it's one of the things we're really heavily leaning into in the 404 00:24:59,755 --> 00:25:03,355 mindful marketing lab coming up this year is how to build your own 405 00:25:03,355 --> 00:25:07,034 formulas based on this marketing playbook outline, based on 406 00:25:07,034 --> 00:25:10,650 your preferences, based on what you know about how the algorithm works, based 407 00:25:10,650 --> 00:25:14,250 on things like your signature content, your supporting content, but 408 00:25:14,250 --> 00:25:17,950 infusing lots of experimentation and play into your marketing 409 00:25:18,650 --> 00:25:22,250 so that you actually have those posts that take off, so that you 410 00:25:22,250 --> 00:25:25,815 have, a content strategy where people are, you know, 411 00:25:25,815 --> 00:25:29,195 texting their friends like did you listen to this episode, so that you have 412 00:25:29,495 --> 00:25:33,095 that working for you and it doesn't feel like you're clawing and fighting and 413 00:25:33,095 --> 00:25:36,615 biting for every little like and comment because Instagram didn't show your post 414 00:25:36,615 --> 00:25:40,309 today. That last one is a little bit personal because Instagram's 415 00:25:40,309 --> 00:25:43,770 having a moment right now, and it's not a good look, Insta. 416 00:25:44,309 --> 00:25:47,750 They'll fix it soon, but it's not fun for me right now, and maybe you're 417 00:25:47,750 --> 00:25:50,970 feeling the same way. So to recap, 418 00:25:51,455 --> 00:25:55,295 your 2025 marketing plan needs to have a very 419 00:25:55,295 --> 00:25:58,675 clear POV statement highlighting your unique preferences, 420 00:25:58,895 --> 00:26:02,115 your difference that you make in the world, your 421 00:26:02,255 --> 00:26:05,770 customers' values as well, and tying that all up 422 00:26:05,770 --> 00:26:09,390 into something that is very clear on how you're different from your competitors. 423 00:26:09,930 --> 00:26:13,470 You need to have a really significant offer where the transformation 424 00:26:13,690 --> 00:26:17,450 is clear and people get results. You need to identify your 425 00:26:17,450 --> 00:26:20,875 signature and supporting content pieces so that there's a 426 00:26:20,875 --> 00:26:24,554 hierarchy and importance in your content, and you're not trying to give 427 00:26:24,554 --> 00:26:28,075 equal attention to everything and therefore burning out. You need to 428 00:26:28,075 --> 00:26:31,835 clearly identify what your attraction strategy is and know how new 429 00:26:31,835 --> 00:26:35,570 people can discover you and be delighted by your signature 430 00:26:35,570 --> 00:26:39,350 and supporting content. And then have a frequency where you're analyzing 431 00:26:39,570 --> 00:26:43,330 your metrics. Metrics that matter. Metrics that actually tie in 432 00:26:43,330 --> 00:26:46,965 to your business goals and your bottom line. So as I mentioned, we're going 433 00:26:47,205 --> 00:26:51,044 really in-depth into all of this in the Mindful Marketing Lab 434 00:26:51,044 --> 00:26:54,804 with a 3 hour workshop. If you wanna join me 435 00:26:54,804 --> 00:26:58,645 for this 3 hour workshop, it's on January 16th. I will put the link in 436 00:26:58,645 --> 00:27:00,345 the show notes. You can also go to onlinedrea.com/playbook 437 00:27:02,820 --> 00:27:06,440 and sign up there. If you're not a member, you can just join the workshop 438 00:27:06,500 --> 00:27:10,200 itself. It's $97 or join the lab for $97, 439 00:27:10,820 --> 00:27:14,580 your choice. And I'd love to support you in co creating your 440 00:27:14,580 --> 00:27:18,165 2025 marketing plan. I'll be back at you with another 441 00:27:18,165 --> 00:27:21,145 episode soon. That's all for today. Bye for now.