Muthership Creator Strategy

Helen: 00:00

Are you maximizing your social media efforts or are you just working hard and spinning your wheels and not getting anywhere? Welcome to the Muthership Creator Strategy. I want to really hone in on the efficiency that is possible if you are a content creator. And I think even for me, I did not tap into efficiency as much in the beginning as I do now. So I wanna talk about that.

Helen: 00:22

And I also want to mention and when I say maximizing your efficiency, I mean getting on all the channels in an efficient way that's giving you more visibility in areas where you don't think matter. Whoo, this is gonna be a good one because we're gonna have a lot of my personal learning involved, which helps because I'm doing my own testing on my platforms, and as soon as I learn something, you know I'm sharing it with you. One thing I have talked about prior is when I had a situation happen where I posted something on LinkedIn, and I found out later that a client had noticed it and was very much pushing for me for a particular project because she was reminded of me on LinkedIn. And I don't have a big following on LinkedIn, and I don't post a lot on LinkedIn. So that was a bit of a wake up call.

Helen: 01:07

And what I have decided to do more recently is experiment on LinkedIn in a more playful way. And I think that what's happening now, and I have the receipts to prove it, is that a platform that has very little engagement for me, and it's low, and I don't make a huge effort over there. But I will see someone in person, and I can think of a few people recently, this is why it's on my mind, that was they were like, oh, see, you're having a retreat. Wow. It's really amazing.

Helen: 01:37

And this is somebody that doesn't isn't on social media, isn't he's just a friend of a friend who happened to see my post on LinkedIn. Never commented on it. It wasn't like anybody had engaged on it that I was like, wow. This is such a big viral post. Nothing like that.

Helen: 01:53

He just mentioned it to me in person. So how many other people happen to see that video and that post and just clocked in? Oh, she's having a retreat. That's cool. Or, oh, she launched an app.

Helen: 02:04

That's interesting. I think sometimes we don't realize that a smaller platform can actually have a bigger impact because it's impacting with the right people. So I want to discuss it. And I also realize that there's a little bit of a problem with LinkedIn in that I can't automate my posts, so I can't do what I do on TikTok now, is post on TikTok, it goes to Instagram, it goes to Facebook, it goes to Snapchat, and it goes to YouTube. It can't go to LinkedIn.

Helen: 02:30

And then there's a it probably shouldn't because LinkedIn is a different beast, and when you do your captioning over there, it has to be more, I wanna say business forward, but and I'm not even gonna say, like, corporate speak or anything like that. It just has to have a different voice. I mean, that's that's the reality. So what I've started doing, instead of thinking I've gotta write this big post, I gotta make a video specifically for LinkedIn in this type of language, what I've been doing every single week is picking two or three of my posts that I'm already posting and just taking a minute to think how can I frame this for LinkedIn a little differently? And here's what I mean.

Helen: 03:07

I took the post where I launched the app and I did the paparazzi thing, and I said I'm gonna put it on LinkedIn, but I'm gonna write something that's more relevant to LinkedIn. Rather than just say, launch an app if you're a content creator, blah, blah, blah. That kind of messaging works on TikTok because that's what people are looking for. But on LinkedIn, I wanted to use it to be like, not a case study, but a kind of a thing a thing where I said, Two years ago, I thought maybe I'd like to have an app, and now it's a reality, and here's what I learned in the process. So I used it to frame how I got to the app, not to position it to get people to come on the app.

Helen: 03:41

So the mindset is that I'm using my content from a standpoint of more strategy potentially for other people who are trying to use content for strategies to make sales and make contacts. So, I took that one. That's one example. Another one, I said, You know what? I remember I had that viral video with the John Hamm trend.

Helen: 04:00

I got 13,000 emails from that viral trend and using that lead magnet. And I'm like, That would be great for a LinkedIn post. So I took the three snapshots of the three viral videos where I used those as lead magnets to get people on my email list. It was a really good accidental thing that happened, and I repeated the same thing because it worked. So I tried it on another trend and another trend.

Helen: 04:21

And if you don't know, what I did was on the Jon Hamm trend when everybody was trying to do that, I made a tutorial. And I know people would be looking for the clip. So I said, if you can't find the clip, go to the link in my profile and download it. And then I got I would get their email. And 13,000 emails from that, probably more.

Helen: 04:35

That was last count, 13,000. People are still downloading the Jon Hamm clip, don't ask me. Don't ask me who's posting it, but people are still downloading it. So my point is when somebody needs something, it's not that you are providing a lead magnet that's like a PDF that somebody could search on the Internet for. And the fact is somebody can search on the Internet for the John Hanclip, but it's a pain in the neck to find it, figure out how to download it.

Helen: 05:01

A lot of people don't know how to screen record. So there's people that don't know. So this made it easy. So it was something that is available out there, so it's not like an elusive thing. It's just that I made it easy for them to get it by one click, put in your email, and then you get it.

Helen: 05:17

Okay? So the lead magnet was something that people really needed and were kind of desperate for because they wanted to do this trend. So I used that model and I did the same thing for the Hey Leo! Trend and the same thing for the Like a Prayer trend. The trends that I'm putting out there, I'm putting in as lead magnets into my links.

Helen: 05:37

And that will gather people that want the thing and they don't know where to find it. Okay. So that's, for example, the type of thing I'm doing on LinkedIn. I'm taking the things that I'm learning or a post that I post and I'm saying, oh, I use this to try and promote my studio and here's what I learned. So I'm using the actual posts that I'm posting, so I'm not making extra content, but I'm framing it in the caption more strategically and more for other business people that might be thinking about doing the same types of videos.

Helen: 06:09

So it's been great because I don't have to make extra content now, but I'm just reframing the content. Now, I'm gonna just back up for a second and say that if you're using a repurpose app, number one, you're already ahead of the game. And I'm gonna put the link to the repurpose.io in the show notes. I use it religiously. It has changed the game for me.

Helen: 06:28

It's I literally single handedly got me, like, thousands of followers on Instagram just because there were posts I wouldn't have even put on Instagram because it was a TikTok tutorial. And I put it on Instagram, and it went viral, and it got me lots of followers. So I think that I would have not had that opportunity if I wasn't using the repurpose app. So I'm a big fan a big fan of the repurpose app as a way to get your content out seamlessly, optimize your time so you're not spending a ton of time rewriting a caption for this, rewriting a caption for that. And I'll be honest with you, when I let them go to those other platforms, you know you have to tag people because it doesn't take the tag with it.

Helen: 07:03

You have to go manually edit the video when it gets to Instagram and tag the person that you were tagging. Things like that. So it's a little bit of a headache. But also thumbnails. It doesn't bring over thumbnails.

Helen: 07:15

So it makes its own thumbnail. So if I was really worried about it, each time I posted and or I'd auto post it, I would go over there and I would edit. I would add the thumbnail. I would edit and I do the tag. I do it occasionally, but I don't let it stop me from getting other things done.

Helen: 07:34

So it's like a low priority item. If I think about it at night, oh, yeah. Let me go and let me go and edit those videos and tag and add a thumbnail. I stopped doing it and stopped worrying about it because people aren't really looking at my thumbnails the way I'm looking at them. So you can just decide what is important to you.

Helen: 07:50

What is the most useful platform to start with? How to get it to all the TV stations. That's what I like to call TikTok, Instagram, YouTube, Facebook, Snapchat. They're all like TV stations back in the day. We used to be able to put your show on on so you can put your show on all the stations and wherever your person is listening, and there's gonna be people that are gonna see it on different stations, and that's okay.

Helen: 08:12

They're gonna see that you're showing up on all the different channels. But you may get a person that didn't see it on the TikTok channel because it wasn't fed to them in the algorithm, but it was fed to them on the Facebook channel. You get it? So even though you think you're repeating your content, you're maximizing your opportunity. I think that's a quote.

Helen: 08:31

Even though you think you're repeating your content, you're actually maximizing your opportunity because you're gonna get people over there that didn't see it on the first platform. That's what I'm talking about. I I think this whole thing is like work smarter, not harder, has been revamped for me because I'm finally living the words. It feels really good. Give myself a little round of applause for finally we're finally doing it.

Helen: 09:01

You can do it too. And the LinkedIn thing, even though people are hating on LinkedIn, I get it. It's more corporate, like a corporate brag platform. You don't have to be that way. You don't have to do your post that way.

Helen: 09:14

You can just be sharing, enlightening, and educating. And that's how I'm looking at it. I'm like, oh, let me take this learning on how I got these 13,000 emails. Let me put it on People are gonna love that. I think that post is gonna do well.

Helen: 09:25

I think people are gonna eat that up because it's it's like a little lesson in how to successfully do a lead magnet, and it's from proven personal experience. So I am trying to do that more so that I don't hate it over LinkedIn, so that I can really enjoy like, let's see who comments on this. Let's see who's interested in this lesson that I learned. So I like it. It's like fun.

Helen: 09:47

Kind of throwing myself under the bus, sharing when I make a mistake, sharing how when something went well and why it went well. Instead of just like, I got 13,000 on my email list, I'm actually telling people why and how. And I think that's gonna have value on LinkedIn. And it's gonna position me as an expert in the field without me saying, I'm an expert. Go and download my stuff and book a one on one.

Helen: 10:11

I'm not gonna have to say it. There's gonna be people that will watch will look at those posts and will be like, oh, man. She's probably somebody I should talk to if I'm doing this. And this could be a good business contact, a good brand contact that is like maybe we want to get her expertise on this. So as always I say, I'll use myself as the example, and you can parallel what you're doing, and then make it into your fit it into your lane.

Helen: 10:34

Because the the strategy is being proven, and I'm not gonna have thousands and thousand follow followers on LinkedIn, I don't think, at any time soon. I just I'm enjoying the the sharing with a handful of colleagues that I know are watching me behind the scenes, and they're not even liking and commenting. Then I run into them, and they're like, saw you on LinkedIn. Oh, did you? Oh, really?

Helen: 10:58

But I kinda love it because that's okay. Like, not everyone is engaging on the socials. Some people are just learning from the socials, and you can't hold that against people. If somebody's just watching and watching and scrolling and watching, they're watching. That alone is, like, something that helps you.

Helen: 11:15

So you don't have to resent family members that watch and don't engage. You don't have to resent coworkers that aren't, commenting in your videos. Just know, yeah, they're probably watching them because they'll mention it. When I run into them, they mention it, and I'm okay with it if they don't wanna engage or comment. Maybe they're too busy.

Helen: 11:31

Maybe they just scroll quickly. I always give everyone the benefit of the doubt. I think the biggest thing I want you to take away from this is a platform where you have low views could be the platform where you have the right views, the right people seeing the content. So even though you have this big audience over here, you could potentially make more sales with this small audience over there. It's true.

Helen: 11:56

And before I wrap this up today, I want to share just a personal thing that where a light bulb went on for me that I'm like, I have to talk about this. I it's not worth a whole episode, but I went I did a new water sport last weekend. And the instructor that I had when we were learning how to do that, it was a game changing experience that put the light bulb on my head on why I know people are liking my tutorials. Because he explained how to do this thing in a progressive way where it was like we're gonna start on our belly, then we're gonna move to our knees, then we're gonna progress to our feet. He taught it, and he taught the logic behind it, the reason we were doing it, how to steer it.

Helen: 12:37

Everything was broken down with a little bit of a science behind it, like an engineering on how how the thing works. That was so crystal clear in my head. Listen, if I was 25, I would have been on that thing and flying. I I was a little more cautious being older and tackling something new, and I ended up having one fall where my knee twisted and I was so annoyed because I'm like, darn it. Like, I don't wanna get hurt doing this thing.

Helen: 13:00

But the instruction made me realize how freaking important it is to have the right instructor when you're tackling something. Because a few years ago, my son Tommy, very athletic, can do the surfing, does all the water sports, was we were up in, at a place, I'm not even gonna say where, we were somewhere and he was like, he had the opportunity to try this thing for like ten minutes. And the instructor, zero information like this. And somebody as athletic as him in that ten minutes couldn't pick it up because he didn't have the right directions. And now I know.

Helen: 13:35

If he would have had this other instructor, Jeff, from Harvey Cedars Marina, he would have been up on that thing in ten minutes. And it just it just speaks to why, if you're trying to do something and you're like, let me get instruction, please get a good instructor. This is like, we don't love we don't, I think, give kudos to teachers enough. I see now, like, the importance of the right teacher, and I wanna be the right teacher for teaching people social media. I love it.

Helen: 14:01

And I think that's a lot of why I'm having success in that space is because I break it down the way I would wanna learn it. And I do it progressively, and I don't let somebody jump in the deep end and then flail around. I wanna make sure that they're doing the steps. I had to just add that in. I wanted to make a whole episode about teachers, but I also know this is a social media podcast, and that's not necessarily relevant.

Helen: 14:24

So I'm gonna leave you with the thought on teachers, and with that being said, I am bringing in the next two weeks some very important teachers. We're going to have a YouTube SEO, AEO expert, and I'm so excited to meet her and talk to her about all the things. And then the following week, I believe, I don't know what order it is, you'll see. The following week, I'm having the psychologist who's gonna explain to us the struggle with being on camera and why people so much so much struggle with it so much, and what the psychology is behind that. Because if you can understand it, you can potentially beat it.

Helen: 14:59

So if you're someone that's like, no matter what I do, I put that camera up and I'm not myself. That's gonna help. This she's gonna be able to help you. So we have lots of good stuff coming up. So I have lots of good stuff coming up, and I look forward to sharing.

Helen: 15:13

I'll see you next week. Bye.