Brent Szklaruk-Salazar’s Post

THINKING OF LAUNCHING A COMMUNITY? 10 POINTS OF CLARITY YOU DIDN’T KNOW YOU NEEDED 1. Your community is either your marketing strategy OR your product. It rarely can be both. 2. Monetizing a community does NOT mean charging people to be in the community. Why? Because then you’re changing your community from serving your business to being your product (see above). Instead, monetizing your community means that you’re using your community as a way to make money in your business. 3. There are two main categories of monetization: sell TO your audience (products, courses, product, etc.), or sell your audience TO others (ie sponsorships, ad space) 4. There are two main WAYS to monetize your audience: publicly in the community OR privately in newsletter, emails, etc. 5. You build and grow a community with the same principles, no matter the platform. Yes, finding the right platform is essential, but the strategies behind making it work won’t change. All that will change are some backend settings depending on the platform, that’s it. 6. If you use your community for marketing, it should be on a platform your audience is already spending time on. If it’s a product, it can be on any lesser-known platform. Again, we want to find the right one, but it really isn’t as big a deal or a thought process as many make it out to be. 7. You can have a community for marketing (FREE group xyzzy) in order to sell another community as a product (paid xyz). While to you they may be the same thing, they will have different functions and should be treated differently even though they’ll have the same branding. 8. Everyone’s focusing a ton on the importance of giving value and content. But a community isn’t a blog or a stage. The value of a community IS the community. Meaning, the actual environment that you curated and continue to curate over time. It should be safe, supportive and reliable at all times. That space IS the main value. You know you’re doing it when people keep on coming in, tell you they love it, and actively participate in it BY THEMSELVES. 9. Your main goal inside a community is to help people interact and talk. So when you test what works and doesn’t in your community, your KPI is how much do people interact with the post and BETWEEN THEMSELVES. A lot of time, all you have to do is ask a question, say “thank you” or “love it” to members who comment, and never provide the answer yourself (it would kill the conversation). 10. A community is like a child. That means that while you may have dreams and goals for it before it’s born, you’re gonna have to adjust in time as you discover its actual personality. You thought it’d like to dance? Well maybe it likes to play tennis. You thought it’d be funny? Maybe it’s insightful and deep. Adjust for the personality of your group. If you have local groups under the same brand, this will be true too. Each local group will have its own personality, like siblings do. Same parents and same roof, but different children.

This is proof that so called "boring" corporate brands, can indeed be exciting. Think of a holding company. Not very exciting. Right? Wrong! Very recently, myself, along with 300,000 other instagram users came across the Hawaiian Host Group, the largest branded macadamia nut company in the world, with a portfolio of brands that includes Hawaiian Host, Mauna Loa, MacFarms, KOHO, and Kapua Orchards. On face value, this is an extremely boring business, and could be perceived as incredibly hard to create exciting, attractive content for. However, the marketing team at Hawaiian Host Group (HHG) have done just that. Over the course of 3 days, they grew ORGANICALLY, from less than 2,000 followers, to over 300,000! Please let me be clear. Followers, views, likes and shares are NOT important for building a strong relationship between brand and customer. But it does help to build awareness. I'm going to explain how the HHG achieved such a feat, and then I'll uncover what we can all learn from them (regardless if we have a bland or boring business!). So how did they do it? The reason that is 98% attributed to their success is the set of a challenge ultimatum. The reel that got the ball rolling was captioned "Our boss said if we hit 10k followers in 10 days, he'll take us to Disneyland". I'm sure you can understand why this went viral. A unique challenge, with a huge reward if achieved. So naturally, myself and thousands of others, clicked the follow button. They hit 10k followers in 2 days!!! They then created a reel of their boss's reaction to the achievement - with the next advancement of the challenge being if they hit 100k followers in the remaining 8 days, the boss will dress up as a Disney princess. Within another 2 days, they had hit 200k followers. So what can we learn from this? The lesson is not that all of our businesses need to create an ultimatum challenge like HHG. Instead, if we analyse their posts before they went viral, this is where the real lessons come from. The multi-million views from the challenge are outliers. However, the company were still getting multiple thousands of views on their reels prior to the challenge. These reels included many skits of their staff making jokes out of common office happenings, including: - when sales think they can do their own marketing - when you see a coworker you don't know very well - POV the intern needs help for the 5th time on a Monday morning Even their CEO was getting involved in the skits! The point is, this is a holding company. Perceived as not being fun. And yet, the marketing team at HHG have made their daily activities (that we all experience in offices) fun! The content is unexpected from a corporate entity. The videos are raw, relatable and funny. And this is what makes people connect to it. This is the lesson to be learnt. To make connections with your customers, you need to present relatable situations to them.

I’ve built the personal brands of 30+ 7-figure founders in the last 12 months. 7 brutal truths every founder must know about creating content on LinkedIn: 1) AI-generated content won’t get you leads or an audience → No matter what the AI gurus say, 100% AI-generated content is easy to catch. → That means you need to either write it yourself or work with someone who takes the time to learn more about who you are, and what you stand for and use that to write posts that are a direct reflection of who you are. Generic AI written does more damage to your executive brand than not posting ever could. 2) Followers do matter up to a certain point. → While numbers aren't everything, they do open doors. → The more people follow you, the more likely your content is to end up in front of the right eyes. Make no mistake though... it needs to be the RIGHT eyes. 3) Commenting on big creators is a Ponzi scheme. → Constantly commenting on influencer posts won't magically boost your reach. → Use Aware to build a list of industry counterparts and smaller creators who are more likely to support your posts. This is the 20% of your commenting efforts that will lead to 80% of your engagement. 4) Personal branding cohorts won’t work for you. → You’ll end up becoming a bottleneck in your business. → Focus on outsourcing your content to an agency that understands what it takes to drive business results. Speed is everything in start up land. Each second you spend learning a new skill is time when your better-prepared competitors collaborate with experts to capture more market share. 5) Most people want to be thought leaders, but 99% have nothing new to say. → Don't chase trends - talk about what YOU think. And that comes down to distilling: What you stand for? What experience do you have in this topic area that positions you as expert? What do you believe about X industry that other people may disagree with or think is crazy? Strike a unique POV. Be bold. Be polarizing. Playing it safe gets ignored. 6) Vanity metrics won't pay your bills. → Likes and views are nice, but conversion and real connections matter more. Focus on the: RIGHT qualified leads. RIGHT connections. RIGHT followers. If it's not your target persona, it's a waste of time. 7) Consistency isn't just about posting daily. → It's about delivering consistent value and messaging to your audience. But most of all, you need to know that half the stuff the LinkedIn gurus preach will do absolutely nothing for you. It is aimed towards an audience of freelancers looking to get more work on here, Not for founders looking to drive revenue at the mid-market and enterprise level. That's a different ball game. - Which of these harsh truths landed most? 1,2,3,4,5,6 or 7? Let me know. P.S Tired of never getting responses to your comments? Check out Aware in the comments for how to build a niche-specific audience that will ACTUALLY engage with your posts.

Can we talk about the power of emotion when it comes to advertising -- especially during the Super Bowl (aka the Usher/Taylor/Beyoncé Bowl)? 👇🏾 (Let's also give an honorable mention to the Ice Spice Bowl as well) As a marketer, I watch the Super Bowl mostly for the ads. From the hilariously funny Dunkin' commercial to the deeply heartwarming Google Pixel ad, each ad was a masterclass in emotional engagement. So as an entrepreneur, why does this matter for your brand? Emotion is the heartbeat of effective advertising. It transforms casual viewers into storytellers, who then share your message to their friends, family, followers and so forth. (Remember word of mouth marketing is still the TOP form of marketing, so you want to create reactions like this). When ads make us laugh, cry, or feel inspired, they do more than just sell a product; they create a memorable experience that ties our emotions to a brand. This is especially crucial for small businesses, startups and nonprofits. In a world where big names dominate, leveraging the power of emotion can help your brand punch above its weight. Emotional connections foster loyalty, turning customers into advocates for your brand. Key Takeaways from the Super Bowl Ads: 👉🏾 Humor Breaks Barriers: Funny ads are shareable, making your brand more relatable and accessible. 👉🏾 Heartfelt Stories Build Connections: Ads that touch the heart leave a lasting impression, associating your brand with positive feelings. 👉🏾 Inspiration Drives Action: Ads that inspire motivate people to engage with your brand on a deeper level. All that said, the psychology behind playing on people's emotions is a testament to the power of storytelling. Entrepreneurs should strive to harness this power, crafting campaigns that resonate emotionally with your target audience. Remember, people may forget what you said, but they will never forget how you made them feel. ------ New here? 👀 Welcome! I’m Netta 👋🏾 , your new favorite marketing coach and consultant. I help corporate side hustlers, small businesses, startups and nonprofit leaders create revenue-generating brands everyone should know about. Each day, I share marketing tips and strategies that allowed me to transition from my corporate 9-to-5 to running a multiple 6-figure business so that you can do it in half the time. #marketing #smallbusinessmarketing #smallbusinessmarketingtips #smallbiztips #smallbizmarketing #emailmarketing #growthmarketing #startupmarketing #entrepreneurship #entrepreneurmindset #superbowl

How Can Startups Leverage #SocialMedia for Brand Building? Showcase Behind-the-Scenes Content One highly effective way for startups to leverage video marketing on social media is through the creation of "behind-the-scenes" content. This approach humanizes your brand, allowing your audience to connect on a more personal level. Showcasing the faces behind your products or services, your workspace, and even the process of how your goods are made, or services are executed can significantly enhance brand loyalty and trust. This type of content doesn't always require high production values, making it a cost-effective strategy that can yield high engagement rates. By giving your audience a peek into your brand's world, you're not just selling a product or service; you're inviting them into a story they'll want to be a part of. ~ Mike Vannelli, Creative Director, Envy Creative, via Entrepreneur Media

Want to hear a secret I haven’t told many people? I ran a successful agency for 20+ years but felt unfulfilled. I built a multi-million dollar business, hired a team of talented people and worked with brand name clients. But deep down, I knew there was a better way. It started with Zenzi, my first company. We attracted major clients like Nestle and Chiquita and won many awards. But what made us special? Why did some campaigns resonate so deeply, creating loyalty and driving purchases, while others barely made a ripple? The arrival of my son, Elliott, gave me a new perspective. I discovered that our most impactful campaigns shared a common thread: they spoke to people's values, fostering community and belonging. The concept of values intrigued me. The more I researched, the more I realized how underexplored this realm was in the marketing world. Values drive 3/4 of our decision-making, yet no one had found a way to apply this insight to marketing. The only people studying values were tucked away in academia. A lucky Tweet led me to a psychology professor from San Francisco State, not expecting much. Over lunch, we discovered a shared ambition. He had students eager for real-world marketing experience; I needed a way to measure and apply customer values in marketing. Together, we surveyed over 250,000 people, uncovering six primary value types that influence consumer behavior. This wasn't just academic; it was the foundation for a new kind of marketing. We built a database linking these values to specific marketing strategies - what stories to tell, what images to use, what messages would resonate. With this newfound knowledge, I transformed Zenzi into the world's first values marketing agency. Our campaigns were now driven by deep insights into the subconscious motivations of customers. This was our differentiator, our secret sauce. The results were extraordinary. Following Zenzi's acquisition by Aletheia in 2021, I became the Chief Marketing Officer of Aptera Motors, applying values marketing to launch the company. We built a passionate community of fans and followers, based on shared values and inspired storytelling. Since then, I've seen firsthand the power of values marketing. We've raised over $100 million through equity crowdfunding, supported by a community of 47,000+ customers and 17,000+ investors who've joined us on this journey. This isn't just marketing; it's about creating a movement. So, here’s the secret not many know... Crowdfunding transcends technology, platform or perks. It’s about discovering and aligning with the values that drive us as human beings. This connection can dramatically enhance a crowdfunding campaign, bringing supporters who are not just interested in the product or service but are also motivated by the desire to be part of something greater. Values marketing is the true route to building not just a thriving business, but one with the potential to change the world.

I made $1,200 in 3 days with my creator business. But 7 weeks ago I was lost. I wish someone had written this when I started. So I did it for you. Here’s my 4-step framework for monetizing on X as a beginner: ─────✪───── 1)) Meet People. ─────✪───── Everything starts with people. People spread your message in a way no algorithm ever can. if you only optimize for likes & followers, you’re gonna struggle monetizing your audience. Your brand isn’t how many likes you get under your posts. It’s how many people genuinely care about you & the stuff you talk about. It’s not just what they say in your comments. It’s what people say in DMs. When you’re not tagged. Even in their conversations. That’s what will explode your brand. PEOPLE Not the algorithm. ─────✪───── 2)) Authority with value bombs. ─────✪───── Just like this post, I share a bit of my knowledge to help the reader (you) get closer to their goal (monetizing). Authority isn’t built from your follower count. It’s built from crazy amounts of value. Share your secrets. Your techniques Your tricks. Those things make you stand out. It builds the trust & authority you need with your audience to monetize. Question tweets don't build authority. Atomic value bombs will. ─────✪───── 3)) Make clients come to you. ─────✪───── My nightmare is creating a brand where I feel like I’m forcing my clients. That's why I’m probably never doing: Sales calls Cold outreach. “If you don’t get ‘X’ in ‘Y’ days I will ‘Z’” I want to build a brand where my clients can come to me because they genuinelly want help. I’m not going to destroy my brand's identity & waste my time on things where I feel like I’m forcing something to happen. This is something I stand by in everything. “EVERYTHING is like a fart; if you force it, it turns to shit.” It’s a jokey line, but it's true. Don’t force it. Build a brand where clients come to you. ─────✪───── 4)) Serve a different path. ─────✪───── Make people come to just you for help. Not anyone else. That’s hard AF. Especially on Money X, where everyone’s doing & talking about the same thing. I don’t think there’s anything wrong with that. I also do that. But where you stand out is in your way to reach that goal. You stand out by serving a different path. The problem isn’t that everyone is showing you how to reach the same goal. It’s that everyone is showing the same way to get there. Don’t do that. Show them how to achieve the same goal. But with your unique path to it. For me, it’s making friends. Find yours, and worship it as much as you can. ─────✪───── Thanks for reading!

How I’m helping a start-up leverage their social media & actualise their vision ↓ I know the B2B game and I know the B2C game. I know it’s different but the same. I know each ask for different strategies, but there are commonalities between the two. Marketing has changed. And for the better - thank goats! That’s actually why a start-up came to me to help their with their brand strategy & marketing strategy. Because I have background in both and it gives them the perspective they're looking for. They’re a fresh company with a big vision and a product that they’re selling to yes, businesses, but humans. They understand their market and they want to do things differently (yay). A lot more personable - considering the customer and angling their messaging towards them. A lot more considered and a lot more present. They know they’re not marketers. And they know who they don’t want to be (major yay for the self-awareness!). So, over the past few months, I’ve had the joy and challenge of working on their brand strategy & developed their marketing strategy which I am now actioning everything with them, every week. Lending a pair of eyes, providing creative suggestion, writing copy and doing the organic content leg work for them because as I said, they ain’t marketers and they don’t have time to focus on anything other than their business. It’s all go-go-go for them. So, I’m IN their business, helping steer the brand and the message. It’s SO exciting and I am learning so much. Here’s to the challenges that get us moving! Pleased to share some kinds words on our work together so far: “Our work with Jo has been instrumental in defining who we are as a brand while gaining a fundamental understanding of the marketing landscape today and just how important having a defined brand is. Jo listened to our vision, asked the right questions & formulated a comprehensive brand strategy and actionable marketing strategy for our team. These documents will allow us to share our brand vision easily internally as we grow, as well as shaping our marketing efforts going forward. We’re really looking forward to working more with Jo on our content strategy over the coming months.” #startupmarketing #marketingconsultancy #socialmediastrategy #brandstrategy #cambridgestartup

There are so many buzzwords in marketing that can make it feel overwhelming. That's why I want to remove the fluff and focus on one I think holds so much power. Community. Take my local running club for example. The founder, Hollie, found that as a female, she struggled to motivate herself to get up and run, as well as feeling slightly unsafe doing it. So she created a female only social running club that empowers women to get into running and make some new friends in the process. But how did she take it from an idea to a fully-fledged community? 👉🏼 Hollie started off by launching her 'She Strides' Instagram. 👉🏼 She invited a small number of friends and family to a first run, took a photo of them all, shared it on the gram and encouraged them to repost. 👉🏼 This created a knock-on effect and mutual connections caught wind of the movement and started signing up. 👉🏼 Fast forward to now, she's got over 500 followers, 50+ women signing up to run each week and a loyal community of people sharing her content. So what does this teach us? It teaches us the immense power of community in building a brand. By focusing on genuine connections and shared experiences, Hollie was able to create a supportive network that extends beyond just running. It's a reminder that successful marketing isn't just about the latest trend or buzzword, it's about fostering real, meaningful relationships. When you build a community, you build a foundation of trust and loyalty that can drive long-term success. So, next time you're planning your marketing strategy, remember the power of community and the incredible impact it can have.

How to Create a Compelling Marketing Strategy on a Shoestring Budget Learn how to develop a compelling marketing strategy on a shoestring budget with our human-friendly tips. Discover the power of authentic storytelling, leveraging social media, collaborations, and SEO to connect with your audience. Get creative and make a significant impact without breaking the bank. In today’s competitive marketplace, it’s more important than ever for businesses to have a strong marketing strategy. But what if you don’t have a big budget? Don’t worry, you’re not alone. Many small businesses and startups are faced with the challenge of marketing on a shoestring budget. #startup Readmore: https://lnkd.in/gZJpcZ9E