They say don’t judge a book by its cover, but we do that many times! As an entrepreneur, your content marketing is your “cover,” and what you do or don’t do affect how you are judged by your audience. The question is, do you have the time and energy to learn new tech and software to optimize what you do on social media? Warrior content manager and CEO and Founder of Smooth Sailing Business Growth, Lyndsay Phillips, says you shouldn’t do it alone. Lyndsay talks about the two benefits of content marketing and shares tips on building your authority on social media so you can connect with your market on a personal level and build relationships that convert organic traffic into customers.
Listen to the podcast here:
Lyndsay Phillips on Converting Customers Through Powerful Content Marketing
We have another superstar for you, Lyndsay Phillips, who is a master at content marketing. Lyndsay, welcome to our show.
Thanks for having me. I love that you are targeting heart-centered entrepreneurs. That’s amazing. That’s how I feel about my own business.
That’s the only way to do business now. I’m glad that the audience and all of us are on the same page. Lyndsay, content marketing, what is that?
To me, it’s like all that expertise and the knowledge that you have in your head. It’s an avenue that you get it out and share it with the world, serve them and help people. Whether it’s blogs, videos, a podcast show, a lead magnet, emails and all those different avenues to serve people and help them.
I’ve heard all that start blogging, start putting videos out on Facebook. What have you noticed a difference in businesses that do that versus businesses that don’t do that? What are the benefits of having that expertise and knowledge out?
There are a few different benefits. One of them is obvious with getting organic traffic to your website. Sharing your content on social media that’s directing traffic back to your website. They will see your sidebar widgets, your call to actions, your products, your services so that they can interact with you at a higher level and convert. The second point is that content marketing will show you as an expert in your industry. Being an expert will not only allow you to charge what you are worth, but it will also help build trust with your prospects and your audience. They will feel that they’re like, “Yes, they get me. They understand my pain. They have the solution. They know what they’re talking about.” It will help bring those people through the funnel and to grow more clients. Those two are the biggest points.
We’re on the same page again. At Heartrepreneurs, we teach to get celebrity status. Part of the way to get that celebrity in that industry, as you said or the niche, like we say, is that give out some of your best stuff so people not only get your information but also sense like what’s your personality, what’s your style? Would they gel with you? Would they want to work with you?
That’s why I find podcasts and videos as well as help you shine your personality to other people and your working style. It helps you connect with someone. Again, building that trust and they feel like they know and like you. They gel with you and that relationship part is such a huge factor.
How did you get started or what attracted you to doing content marketing? Where did you find this niche?
I used to do everything, to be honest. My company was broader. It was like a virtual assistant agency and I found that I was getting such great success from my clients with content marketing. I loved the creative aspect and I loved how it served people. I love to consume it. I was growing my business. I love to get tips, blogs, see videos and learn more to grow my own business. I loved that part of it. I found that it was my passion. I did away with your typical VA type tasks, niched into content marketing and grew that much faster by niching down.
You also said that we could build relationships on social media. How does that work?
I look at social media as a couple of things. One is to showcase your brand, your services, what you do and your expertise, but it’s also a way to build relationships. How I view it is having conversations. Some people get caught up in making sure that their posts are perfect, professional and showcasing their products all the time. It’s a great way to showcase your personality, what you love or what’s going on in your life. People want to connect with other people on a human level. You’ll find that people will like, share and comment on your posts that have a bit more of a personal feel to it. Some people are like, “I don’t get it.” I’m like, “You don’t have to divulge all of your personal life or anything,” but you need to showcase that you’re a person that someone else would want to hang out with or do business with.
If someone comments, comment back and have that conversation. Go on their pages, see what they’re posting and comment back. Don’t be afraid to share what other people are posting. People will reciprocate. It’s the same with the direct messages like Facebook Messenger, for instance, “I liked that post that you did about this. I had a question,” or a personal note. Say, “Congratulations on X, Y, Z.” It’s having those conversations because we are online so much now. We’re not maybe using the phone as much as we used to or we’re not in person. You want to connect with people on a human level and social media is the perfect avenue to do that.
I was at a doctor’s appointment and had to wait. What do you think I could do? I happen to have my phone there. I was like, “Let me pull up my social media.” I made a couple of comments and a couple of posts so you can do it sporadically whenever you have that minute or two. How do people know that they need your expertise? What’s going on in their business that having someone with content marketing experts can help?
I usually find a couple of things. One is that they are wearing so many hats. They’re being the coach. They’re doing their accounting. They’re doing their marketing. They’re trying to develop and create new courses or whatever it may be. You’re bursting at the seams. You can’t do it all well and you can’t do it all in general. You’ll explode. The other item is that a lot of entrepreneurs I find they feel stuck. They feel overwhelmed by content marketing. How am I going to attract my avatar? How am I going to build relationships? How do I convert? Should I do a podcast? I help understand their business, how they serve people, what they have in place already, who their avatar is? It’s like, “Let’s start at this point. Let’s get these foundational pieces into place.” You can do X and Y and we’ll move into other places. Creating that content marketing strategy so you don’t feel overwhelmed and you’re making progress.Social media is the perfect avenue to connect with people on a human level. Click To Tweet
I understand because there are some tasks that come so naturally to me that I can do them in five minutes. There are some tasks that if I would pay someone, they could have it done in five minutes. For me, figuring out who is my avatar when I’m all in my head. It’s a lot easier to go to someone that has expertise in that and get a very specific avatar down so we know exactly who we’re targeting and how to make our verbiage and all that appealing to this individual. My friend is a lawyer and she said, “You’re not paying me $250 for ten hours for ten minutes of work. You’re paying me $250 for the ten years that got me to get to you.”
I love having it yet put that way. That’s exactly right. Honestly, you raised a good point. It’s like there are so much tech and software in the backend where it comes to content marketing to learn all of that, understand it, optimize it and analyze the results. It’s like, “Stay in your lane of genius and serve your clients the best you can with what your skills and your talents are and letting other people dive into their expertise.
Because then you don’t get burnt out because you’re always in the easy lane. People are like, “How do you do your flyers?” I’m like “PowerPoint 2007,” because I know the menus. I can make it do anything in 2007. It’s a few years after that, but that’s what works.
I know it takes a lot of time to learn new tech.
Especially when you started talking about the social media thing, I was so afraid of doing lives and videos on social media. Finally, I told myself a couple of years ago, “No one is going to watch them anyways.” When I travel around the world, they’re like, “I saw your video on social media.” I’m like, “No.” People do see it. They may not comment, but you are getting your message out.
Even the viewpoint of like, “You’re everywhere. You’re on this podcast. I saw this podcast come out. I saw your video.” It’s that first impression. It’s that status where they’re like, “You’re somebody. You know your stuff.” Everyone wants to be a part of what you’re doing. That image is important.
Your first impression may be something they saw on social media or maybe a podcast. If you have social media, podcasts, blog, website and all of this makes you look like a very professional and focused entrepreneur.
They have more confidence in your abilities. It’s like judging a book by its cover a little bit, but it’s like it is what it is.
We all judge by the outside. Lyndsay, how do people find out more about you?
If they go to SmoothBusinessGrowth.com, my social media icons are there. There’s a great social media roadmap to help them get consistent with their social media, get more conversions and dive into and find out how I can help.
You all want to go to SmoothBusinessGrowth.com. You can get all of Lyndsay’s fun tools for smooth sailing and for business growth. She’s the captain of the social media roadmap. What thoughts do you want to leave our readers for learning how to build relationships and content marketing?
The trick is to be consistent and to put the time in your calendar to do such. Put twenty minutes in your calendar every day to check in on social media or to at least create a new piece of content. If you don’t put it in your calendar, it will never get done.
With everything else, you’re fixing the meaning to get to it. The next thing you know, it’s 10:00 at night. I am Sam Mak, your guest host, for Diversity, Inclusion and Leadership Training. Go to my website, www.SpeakerAuthorMotivator.com. We have been talking to Lyndsay Phillips. Be sure you go to her website. Find out more about social media and content marketing. To connect with other Heartrepreneurs, come to our Facebook group #Heartrepreneurs with Terri Levine and share your ideas with like-minded business people.
- Lyndsay Phillips
- #Heartrepreneurs with Terri Levine – Facebook
About Lyndsay Phillips
Lyndsay Phillips is a serial entrepreneur; client-appointed taskmaster
plus project ninja and warrior content marketer for life & business coaches, accountants and other online entrepreneurs across the globe. CEO & Founder of Smooth Sailing Business Growth, she leads a rock star team to support entrepreneurs who are seeking fast-paced business growth but finally have come to the realization that they can’t do it alone, do it all, and do it well.
She is also the host of Smooth Business Growth Podcast, plus Smooth Business Growth Flash on Alexa– – and loves sharing practical tips, business building & content marketing strategies. An expert in all things content marketing, she and her team focus on leveraging content to attract and convert customers faster and build stronger relationships along the way.
Love the show? Subscribe, rate, review, and share!