EP 659 – Online Exposure: Expanding Your 2021 Marketing Roadmap With Lyndsay Phillips

NCS 659 | Online Exposure

NCS 659 | Online Exposure

 

Facebook, Twitter, Instagram, TikTok, Linkedin, and now, Clubhouse. The list keeps on growing. As long as people are online, social media will continue to rule over the internet. However, if you’re connecting for business-related things, which one should you focus on? Your guest today, Lyndsay Phillips, knows exactly where to focus on. Lyndsay is the President of Smooth Sailing Business Growth and the host of Smooth Business Podcasting. Join your host, Scott Carson, as he speaks to Lyndsay Phillips about the importance of building your brand online. Furthermore, they talk about online-content marketing, finding your clients, podcasting, and many more. Learn how to boost your credibility and authority online so that you can gain some exposure.

Listen to the podcast here:

Online Exposure: Expanding Your 2021 Marketing Roadmap With Lyndsay Phillips

It’s Lyndsay Phillips with SmoothBusinessGrowth.com. I’m super excited to be on Scott Carson’s Note Closers Show. We talk about content marketing, podcasting, how to move your investing business forward and how to build more relationships and authority. We covered a lot.

I’m excited to be here with you and even more excited to have my good friend, Lyndsay Phillips, join us here. She is a rock star. I have known her for years. We originally met at Podfest in Sunny, Florida. Don’t we wish we were back in Sunny?

I do and back to live events.

Also, not on Zoom. We all got a little zoomed out for the most part. They came up with a category or a name I saw of Zoom fatigue.

I can believe it and brain fog because of Zoom.

It’s not just us. There are so many people out there. We deal with so many real estate investors and in their marketing side of things. People are struggling to get through 2020. 2021 was like the ugly twin of 2020. It has been an interesting time frame. I think a lot of people, though. I know that you have done this. You have tweaked about how to get their message out or how to reinvent networking in the new age and how to build credibility versus going to your local REIA club, networking and handing out business cards or going to a conference and sitting next to people. It’s a whole different way in 2021 right, Lyndsay?

It is. People are like, “Speaking is dead.” It’s not dead in any way or form. It’s just morphed into online. It’s like summits and conferences. People are taking the stage on Clubhouse and going Live on Facebook, Instagram and podcasts. I spoke at Podfest online. It’s the same thing. It’s just we can’t all hug each other and have drinks in person.

We have had a few of those virtual happy hours when it’s business from the top and then party pajamas on the bottom. Let’s talk about that. You spoke at Podfest online. I have spoken at Podfest before. When everything started hitting the fan, there were virtual summits everywhere that people were taking. We will get into Clubhouse as well. For those investors out there that are looking to build authority or get the work on their deals no matter what type of investing they are doing, whether it’s note investing or fix and flips, what are you seeing as being the most effective for people to get the word out, build a following, raise capital or things like that with your existing clients or new clients you are working with?

It’s three-fold. One is making sure that you are being consistent with your content marketing so that you’ve got brand exposure, you are top of mind, and you are in people’s faces all the time, which can be tricky. It’s overkilling in social sometimes and you feel like you are lost. The other one is leaning into your authority and making yourself stand out as an expert in a specific thing. I find if you are like, “I’m a real estate investor,” but there are so many things. You are like, “I’m going to turn people away if I niche down to just notes or I’m going to niche down to just this part.” It’s like, “You are going to attract more if your messaging and authority that you are sharing is specific.” I even have one guy that he does multifamily but he only targets pilots and people within that industry because he understands them. He can relate to them. There are different ways of niching. Don’t fear niching down.

NCS 659 | Online Exposure

Online Exposure: You can do networking online. Make those connections and build those relationships. There are many different ways to take full advantage of the virtual space.

 

The third one is relationship building. We used to be in-person and people are going back to the basics, even going back to being on LinkedIn, DMing people and having a conversation, DMing people on Facebook or hopping on the phone to chat or Zoom. I’m finding that people are disenchanted with Facebook Ads per se because they are not getting the results. People are like, “Whatever.” You have to connect with people and go back to those roots of what you did back in the day. You can’t do it in person like you were saying. A lot of people in the real estate are going to those meetups and in-person events that are in their local area. You can do it online. You can have a podcast even if you are only serving a local area to network, make those connections and build those relationships. There are many great things about podcasting. There are many different ways that you can take advantage of the virtual space to build your authority and make those connections.

I have been using LinkedIn and sending out invites through Octopus to investors in specific cities that we see and deal with that are local note investors. I put my county link in there. I said, “I would love to schedule a phone call.” After we finish here, I’ve got four back-to-back calls with people that I have been off of LinkedIn just talking. I had one before we’ve got started here. It’s getting to know people. I like what you said too about being local. Many people in the notes investing say it’s nationalized but if you can bring in local like one of our buddies from the Selling Sarasota Podcast, they are not only talking about the real estate they are doing but they started talking about some of the vendors there locally and the businesses that do that. They have done a good job of being that hyper, very local, niched-down real estate podcast in a specific area.

You don’t have to have a podcast that reaches the masses. I have a friend and she does a podcast. She interviews local businesses and then they are going to share. It’s like, “I was on a podcast.” The host looks like a movie star in her area. The relationships and accounts that she has created because of that is a sales tactic, not necessarily lead gen, trying to get more people, prospects and exposure throughout the USA. Some people think of it just this one way. There are so many different ways you can leverage those opportunities.

If you can be creative, it will work. A lot of people get so bogged down. I was on Clubhouse, speaking about the Clubhouse app and some guy was like, “I want to start a podcast about cars.” “What kind of cars?” “Muscle cars, Asian cars, imports and trucks.” “What’s your strength? What’s your focus about?” That’s the beautiful thing. Many people get locked down. It was like, “I have to be an educator.” No, you don’t. You could talk about some of your interests or what you like about the areas and share your personality. Personality is what people lack a lot of times when it comes down. They are trying to be a cookie-cutter, “I want to be an entrepreneur EO On fire.” I’m like, “We don’t need another one of those.” When you are working with somebody brand new, Lyndsay, what’s your process? For our readers out there, do you have a process for sitting down and helping dissect their brains or what they are looking to accomplish?

I need to look at the big picture of their sales funnel, too. If they already have a bazillion leads and then they need to nurture and convert them, doing a podcast that’s for them to pull them in the fold would work like a video show or whatever that may be. For those that need to get more top-of-funnel leads in for lead gen, I would suggest guesting on podcasts would be easier for them to not only look like an authority but they are going to get more leads whereas doing an interview-style podcast would be more effective if their goal was to create more relationships, they would interview people that would be a potential client or get them further ahead in their journey.

It’s funny I get people where it’s like, “I want to start a podcast.” I’m like, “Really?” I would love for everyone to have a podcast and use me but I’m like, “I think you are better off doing this and here are why,” or some people who are new-ish but they want to establish themselves as an expert so that they can charge more or whatever it may be. There are different goals. You need to know where you are at in your business, what you need right now to make more money and what’s going to uplevel your business. It’s what makes the most sense.

One of the things that helped us out a lot in the note industry was you’ve got a couple of normal conferences everybody goes to. It’s the same people and speakers. You can hit repeat almost and have 75% of the same content from those speakers. I’ve got to the point where I was like, “It does not make sense for me to fly across the country to spend three days in an event for an hour and a half speaking spot when I’m going to be speaking into the course. I’m not going to be speaking to anybody new when I could stay home, reach out to a couple of different podcasters and book myself to speak for 30 to 45 minutes. Talking like this with my peers and being in front of their audiences was much more valuable. It’s the bigger bang for the buck for me. One of the things I have taught to my students, especially in my online classes was like, “If you are closing deals, that’s what people want to talk about. They want to talk about this case study. Reach out to the different podcasts out there and start, I’ve got a couple of case studies. Would you like to interview me about these deals?'”

Another great approach is having people on your show that are your partners, deals that you have done, people that you have worked with or where you are sharing stories but you are showcasing your genius because people want to know behind the scenes like, “How did I close that deal? How did I have little loopholes? What due diligence did I do? What negotiating skills have I used?” Sharing all those little secrets and nuances, people want to eat that up. In the interim, you are showing that you have proven strategies and systems to get the thing done. The other person is happy because they get showcased. It’s a total win-win. It’s genius.

It also shares a lot of those insights because a lot of us as investors get so used to terminology or doing things that we glaze over some of the things that would be very valuable to those that are brand new. We are used to doing the little intricacies that we think are normal. It’s an old hat for us. They were like, “I didn’t think about reaching out to that person for a deal or looking at that and find something new.”

We often underestimate ourselves. I’m like, “How are you not doing this? It’s a no-brainer to me.” I will say something on a talk or podcast and people are like, “I never even thought of that or I know I should do it and now I’m going to do it.” I have been doing it for years. To me, my brain, I’m like, “It’s obvious, but it’s not to everybody else.” Whereas a tax consultant maybe would be like, “It’s obvious to write this off.” I’m like, “I don’t think that. I’ve got no freaking clue.” Don’t underestimate yourself. You have a ton of knowledge, insight and experience. We are all unique and different. We all have our own superpowers. Everyone has something to offer. For some people, that’s like, “I can’t have a podcast show. What do I have to share?” You’ve got to get out of that mindset.

Have you embraced the Clubhouse nation? Have you started jumping?

I have not. I don’t even have Apple, honestly. I would have to borrow my daughter’s phone. How pathetic would that be? I’ve got the invite. I was supposed to sign up on the weekend and I didn’t. I’m torn on it. I feel like as an entrepreneur, I’m spread thin as it is. Adding something on, I was like, “Holy sweet Jesus, that stresses me out.” On the flip side, from an audio podcast perspective, it is intriguing to me because it’s almost like a spawned baby off of podcasting that is this little side thing. Some people are getting major traction and getting sales, contacts and lead from it. I’m like, “I can’t quite discount it.” I’m sure I will go on the bandwagon because I have a lot of people who are bugging me, “Why aren’t you on? We can start chatting.”

NCS 659 | Online Exposure

Online Exposure: Clubhouse is good for group situations such as a panel scenario. It’s a new way of partnering. You’re pulling in other people’s audiences with my audience. You’re increasing your exposure.

 

When I see people who are spending 6 and 7 hours a day on Clubhouse, I’m like, “You must not have anything else to do.” There was a room, they call it, the Note Side of Things and I’ve got on there. I didn’t ask to speak. I was just listening to the people. There are a lot of bad advice being given here. There are some stuff on there. I’m step cracking up at me because I was like, “What? They told this person that?” It makes me question the people leading the room. When someone asks a question and you hear somebody give some line of bullshit and you are like, “That’s a simple answer. The answer to that is yes. It’s not what you gave. You don’t have as much experience as you put out there.”

Doesn’t that make you want to go on there and say, “Don’t listen to all the crap, listen to me?”

Everybody says, “You are an asshole,” which I already am an asshole. That’s like, “I will have another room set up.” We have had some great things. I think part of the allure of Clubhouse is anybody can get on it, which is anybody can get on it. What I have seen that most worked is jumping in somebody else’s room. They are open to questions. I raised my hand to talk about my niche, share my opinion and authority, and get off. The only way to connect people is they only show your Twitter or Instagram link so you can connect on Twitter, which we know that’s antiquated but the Instagram thing, I have seen an increase in Instagram followers.

The profile they have is not the easiest thing to edit. Some people are using these long-ass profiles with emojis everywhere. I think keeping it clean, I’ve got a couple of links that aren’t clickable but it’s easy enough for people to type into their phones. I have seen that. I had this challenge going. I didn’t even mention it and one of the moderators was like, “We see you have a challenge going.” Lo and behold, I had three people signed up for it off of the Clubhouse app. I’ve got on, did my own Clubhouse room and nobody showed up in the room.

You are damned if you do and you are damned if you don’t sometimes.

I see people who are trying to record it and turn it into podcast episodes. The thing is, it’s a lot of people talking. I see more panels and moderators.

I think it’s cool for group situations where you are a panel scenario because it’s a way of partnering and you are pulling in their audiences, my audiences or whoever is. You are increasing your exposure. Podcasting depends on what your goal is and how you look at it. I was talking to someone. Freaking Instagram has IGTV, regular posts, Reels and Stories. I was like, “There are four things that are all different within the same platform, for the love of God.” You can’t be overwhelmed. Find a content strategy that works for your personality, time, business goals and also your avatar. We can easily all get on TikTok. It’s not going to happen. My daughter has got all the moves. I don’t.

That is all I see on TikTok is dancing. What drives me bonkers is people point to a spot on the screen and words pop up.

With Podfest in the community, I see all these conversations going on. There are some talks about how you use TikTok to grow your podcast. I do want to look at it to see what they say. At some level, I have to like, “I can’t do everything. Where is my ideal client hanging out?” I don’t think my ideal client is hanging out on TikTok. I don’t hang out there so I can’t relate. I’m letting go of Twitter. I’m like, “Bye, Twitter. You are not serving me anymore. I can’t handle you.” I’m focusing on LinkedIn. I have a plan to build out an Instagram because I haven’t admittedly been that great at it. Facebook will always still be there. Honestly, I use Facebook more for communicating with DMs and that personal relationship-building part of it.

That’s the surprising thing. Facebook is becoming more of a personal thing. If you’ve got a community, starting a Facebook group is easy to do. Whether it’s 10 or 1,000 people, getting that community to interact and network, especially if you’ve got a podcast, real estate club or something like that. We have started several different small communities around what we are doing. You said something valuable on there, “My client is not on TikTok.” When you think about your avatar, what are some of the things that you have done to identify who your ideal client is?

I know my avatar is 35 to 65. It’s either male or female. It’s 50% split down in the middle. You are a college-educated homeowner making $75,000 or more per year, sales, CEO or some management level who likes watching HGTV and ordering stuff online 2 or 3 times a week. That’s what they are looking for. They are hot buttons and tag words. I have done a lot of research to figure that out but I have even named them Steve and Laura, male and female. Laura is one of my students who like everything. She’s my biggest cheerleader. Steve is also one of my biggest cheerleaders. I was like, “Why not?” When I’m recording something or thinking about Steve and Laura, “How can I help Steve and Laura out there?”

They say to name it and give them an actual personality because then you can relate to them. I go through this exercise with clients before, too. I ask them a crap ton of questions. You do a brain dump. Think about the best deals that you have ever done. Think about your best clients, not the ones that are a pain in the ass and cost you more money than you made. You have to like, “Who are the perfect ones that you like? I want more of you, Laura and Steve. I don’t want Tom, Dick or Harry because they suck. You want those, too.”

Think about it like, “What do they do in a day? Do they have kids? Do they have a family? Are they busy? Are they watching TV? Are they working late? Are they stuck for time? Are they at the gym?” Therefore, you can use that languaging like, “While you are at the gym, check out my podcast,” so that you are talking their language of what their lifestyle is. What are their likes? What are their dislikes? What are they buying? Where are they hanging out? What social media are they in? Do they watch videos? Do they even listen to podcasts? If your avatar is a 60-year-old man, then that says they are not listening to podcasts, so don’t have a podcast. Same with if you are selling women’s fancy jewelry, you are not going to be on LinkedIn.

You have to go through that exercise, type it and write it all out. It’s boring and tedious but it unearths some very interesting information. I went through this exercise when I redid my website. In Donald Miller’s book, Marketing Made Simple, he has a section where it’s like, “How to do the wireframe of your website?” It’s all that psychology of like, “What is the cost of not working with you?” It’s narrowing down what your differentiators are like, “What is their biggest problem? How are you going to solve it?” The way he words it and the way you do a brain dump of all that information, you are like, “Damn.” It helps you dial in that messaging and tap into your avatar. It was unbelievable. I thought I knew my avatar well until going through that boring exercise and getting it all onto paper. It was good.

That’s very helpful. We all need to do a refresh on our marketing, websites or things like that. I know that’s one of the biggest things that we have done is starting to re-tweak some things, make them more affordable and available to people out there. You mentioned LinkedIn, what are some of the strategies that you are doing to do more on LinkedIn to connect with your ideal clients on there?

You often get emails where it’s like, “Look at who viewed your profile.” It’s like, “What social media platform  tells you who’s looking at?” If Facebook did that, “Look at who looked at your page today,” wouldn’t it be awesome? Thank you, LinkedIn. Granted, you have to pay to see all of them. Even if you go in every day and whatever five you are allowed to look at but then you can like, “I saw you checked out my page. How come? What do you do?” Ask them questions and have a conversation.

They even suggest connections like, “If you like these people, maybe you would like them.” It’s a no-brainer to me. If these people are my avatar and LinkedIn is telling me, “What about these people?” I’m like, “Save me some time.” I’m like, “I see that you are doing this. I helped out a podcaster launch a podcast. I’ve got an article that maybe can help you.” Don’t go into the sales pitch and get on the phone with them. I freaking hate that. Even if you check out their social media posts, “I see that you were asking about this yesterday on your feed. I have an article that would help you. I know somebody who can do that for you,” you are serving, helping and connecting.

It’s setting aside time to do that, too.

That’s the hard part. I don’t have that part figured out yet, Scott.

NCS 659 | Online Exposure

Online Exposure: Know where your ideal clients hang out. If you don’t think your ideal client is hanging out on TikTok, don’t hang out there because you won’t be able to relate.

 

I’m a big fan of Octopus CRM. It’s a Google Chrome plugin that works with LinkedIn. I can send about 100 invites out a day. What I have done is I go to search. I type in like note investor, real estate investor, marketer or whatever it might be, even down to the city like, “Real estate investor Atlanta.” It pulls a list. I can hit the Octopus button at the top and it will pull those profiles into Octopus. Not emails but their LinkedIn. It works with LinkedIn Messaging. I can set up an automatic form letter. I say, “Hey, then the first name. I’m wanting to connect with you. I’m a fellow investor looking to connect with other investors. I would love to talk about what your focus is.” I put my Calendly link in there so it’s easy to remember, “Talk with ScottCarson.com.” I send it out every morning.

That’s more like an authentic approach.

It’s not, “Buy my stuff.” What’s nice is they do have a feature on thereafter people have commented or accepted your connection, then you can send a mass message to them and make it more automated. It has helped grow my LinkedIn connections from about 8,000 to 25,000 people.

I’m even looking at paying for that LinkedIn extra service. I think it’s reframing your brain to think like, “It’s social media.” It’s like, “No, it’s sales.” In the end, the bottom line of all that communicating and reach out, you are not dialing for dollars anymore these days. You are DMing for a dollar. If you think, “That time is my sales budget, marketing budget or whatever,” you have to think of it differently.

You are exactly right. The virtual dialing for dollars is reaching out on social media unless you are in an industry like what I do with buying note deals. A lot of times, we are dealing with banks. The bankers aren’t on their social media or their filters shut them out. I will spend one day a month, spending 4 or 5 hours dialing for dollars, still calling banks and asset managers. What’s funny is that’s the old school of doing things but they are so appreciative. I have recorded it and turned that into a class. People are amazed at the conversations because I will be live streaming the conversations. People can watch and be a fly on the wall. They are hearing and I’m like, “Asset managers at a bank or banknote sellers are just normal people like you and me both.”

I bet they hardly get any phone calls anymore.

Sometimes, I get a lot of phone calls but it’s that follow-up aspect of things that most people don’t follow up. We had a conversation with Carrington Mortgage out of California. They were like, “We get phone calls all the time people looking for notes but rarely do they follow up on LinkedIn with an email and more phone calls. We know that you are serious about what you are doing.”

Persistence pays off.

Let’s say it’s a magical Armageddon and you had to start over marketing again in nowaday’s world but knowing what you know from your past, what would be the 1 or 2 things that you would start off immediately doing?

It took me a bit to get a decent website up and going. I think you need that. It’s like a one-stop-shop. I had no clue about messaging and understanding your avatar. I’m sure people went to the website and were like, “What do you do? How can you help me?” It’s thinking about reading your website from a buyer’s, seller’s or someone else’s perspective. How are you not like everybody else? Are you stating the problem so that you relate? What is the solution in a clear way? Spell it out and that old-school features and benefits.

The other thing is, which I didn’t do earlier on, a call to action. I was too afraid to ask. Tell them like, ”Click here to book a call,” or ask people in DMs, “Let’s hop on the phone.” You don’t have to say it in a salesy way or like, “I’ve got this masterclass coming up. Check it out.” You are not going to say, “Register now,” in a DM. It’s the same with the website. Having a sidebar where it has your lead magnets, pop-ups and call to action in your blog and podcast posts because you need to go do this now. You need to have a call to action or you are just an educational platform, you are not capturing leads and converting that. I would have clued in and done that earlier if I had to redo it.

Where would you be sharing content these days?

I resisted and hated LinkedIn. It’s honest-to-God where I was like, “You are winning me over Mr. LinkedIn. Screw you, Facebook.” I wish I had not resisted and figured out how I can leverage it better earlier.

The one thing that LinkedIn has failed on with COVID and everything was the fact that they still don’t have a clear and concise way to get approved for LinkedIn Live. I have people who don’t do hardly any video that got approved. I have applied three times. I can’t seem to get anybody over to respond. It’s weird random stuff. They were smart. They would open up a whole lot more people because I feel that that took them a step back.

They don’t have to go a whole hog and try to compete with every platform on the face of the planet but you can’t deny that video helps build trust, your credibility and those kinds of connections. That piece of it, they are failing

They are adding the story method to LinkedIn. I’m like, “Don’t do that.” I think it’s going to fail horribly on LinkedIn.

That’s what I mean. LinkedIn is about communicating and connections in a professional business arena. To me, Stories is more about grabbing attention rather than building a relationship, where the video is more about connecting. Get your priorities right, LinkedIn.

Even short videos, 2 to 5-minute long, it didn’t need to be long. You can use that inside of the LinkedIn side of uploading videos directly there. The video tells a lot more personality when you are with people. Now, they are, “LinkedIn Live to a business page.” “Okay. Great.” The point being is so many people, as we have said about the connection, the DMs, are connecting with individuals who may be the entrepreneurs at companies, not just a logo. It’s the personalities of people that attract us. That’s a competitive advantage for small businesses and investors. They can be more agile, mobile and hostile and be a little bit that stands out versus the big conglomerate firm. People like dealing with the underdog.

I think people are feeling disenchanted by “everything is sponsored” like Instagram. There are some sponsored stuff on LinkedIn but not as prevalent. I feel people are like, “Stop selling to me.” They just want to connect with a normal human being.

Tell us a story. Tell us something funny. Tell us something unique. It’s not the same old shouting into the abyss that so many people are doing. It’s sad that way. If you are using more video, it can be the one-stop origination shop for your content in a lot of ways. What do you think about that?

You are awesome at the video. I admittedly fight it mainly because of my time. I don’t have the freaking time. I need to make time. You can go live on Facebook, interview someone, and then it goes to YouTube. You can use Repurpose.io, go to IGTV, the square version and strip the audio for the podcast. You are using these fixed algorithms. You are leveraging it. It’s like you are killing five birds with one stone.

We have seen that. We’ve got more views on YouTube than we saw downloads on our podcasts, which was surprising. As I have surveyed my audience at different events that we teach our classes, I always ask them, “Do you watch the podcasts?” They were like, “We listened to it sometimes but we watched a lot more.” Especially in 2020, where people were at home, they will put a video on and launch it versus podcasting. That’s the thing that we have had to tweak in 2021. I was like, “Let’s make sure we keep cranking out the video. Even if the podcast gets delayed, we are still cranking out video content regularly.”

Again, going back to that conversation before where we are split in many directions. There are many social media platforms, videos and podcasting. I’m all about leveraging the hell out of one thing. My talk on Podfest was, “How to make your podcast and gold mine it to make it your one-stop content marketing strategy?” You can leverage the hell out of it for social media. For any of the things that we talked about, you can go do 3 little 2-minute videos to touch upon those things because you are reusing and recycling the topic or content. If you do video, you can pull the audio. You can manipulate and reuse it so that you are not freaking killing yourself.

One of the things that most people forget about because we talk about email marketing and what to say, I’m like, “Get out and start talking about your past case studies, deals that you are working or deals you have closed,” or worst case, “Go to the websites of the peers in your industry and look at their FAQs. Do a short video on each question asked.” That works well because that’s what people are asking a lot of times.

NCS 659 | Online Exposure

Online Exposure: LinkedIn is about communicating and making connections in a professional business arena. While IG Stories is more about grabbing attention rather than building a relationship.

 

Another good tip is to go to your competitors or industry leaders on YouTube. You can see which videos they have that have the most views. You are like, “Clearly, that topic resonates,” and then go do one of your own. You are going to have your own voice or spin to it but then you know that that topic resonates and that’s what people want to hear about.

AnswerThePublic is cool. You type in a question and it pulls up the most questions that are associated with the who, what, when and where with a specific topic. It is a gold mine when I run out of topic. You will get 2 or 3 searches a day for free before you have to sign up for it. That’s easily enough for you to look at and identify the topics that are trending, keywords and stuff like that. There’s a realtor buddy of ours who used to record videos. He would put the keyword and it usually shows the first 50 characters on the search thing. You’ve got another 50 characters that don’t show up. What he would do when he records a video, he would go and look for any type of trending keyword on Twitter. If it was Britney Spears, Justin Bieber or anything like that, he would add that to the last part. I was like, “You get all these views but they weren’t the right type of views.”

Remember, people don’t do this anymore. People were using that software for Instagram where it gets you thousands of followers, but then it’s someone from another country that is maybe not appropriate for being onto your feed.

Sixteen-year-old boys in Thailand don’t make good followers for somebody in me. I had a mentor of mine who was all excited about his Instagram account and doing all of that.

“I have 12,000 people,” but they were all like, “No.”

That’s not how you do it.

It drives me nuts.

That brings me to this and that’s a pet peeve of mine. What’s one of the pet peeves that you see people doing that drives you bonkers? They were like, “Come on now.”

I have a few. My biggest is when I’m scrolling through feeds and there are some entrepreneurs. The only pictures that they are sharing are these beautiful, posed, photographic pictures of themselves like, “Look at me. I’m gorgeous. I’m a pillar of success. Therefore, I’m going to make you the same.” To me, I’m like, “That’s a fake veneer.” It infuriates me. Granted, I’m like, “Damn it. I don’t look like her.” That pisses me off, too. I would rather connect with someone who has no makeup on but has the stuff to say or is real. You and I speak the truth and it’s like, “You don’t like what I say. I’m not perfect. I don’t profess to be perfect.” We are normal to say it like it is kind of people. I would much rather connect with someone like that.

There are a couple of things. If I see a woman doing fish lips and she has got nothing but selfies, I’m like, “I’m not following,” or the guys who are constantly showing their six-pack abs. That has been the biggest thing I see. The guys throw their abs up there and it’s the personal trainers like, “How is it going?” I’m like, “You are going to pitch me in your second message about trying to train me remotely. Whoever is teaching you this is the wrong way of doing it. I don’t need to see six-pack abs. I don’t care about it. You are very shallow content doesn’t do me any good.” Unfollow and block.

You need to be authentic. You need to be you. Even like Frank Kern, he’s huge but he’s a goofy guy on his phone. Sure he has a beautiful wife and an amazing home. He talks normally. You could have a conversation with him and I’m like, “That I can respect.” Not to bad-mouth any of them, but Grant Cardone, I don’t love him. He looks obnoxious and unapproachable. That’s just me. It’s all the pictures and all the manly. I would rather have someone genuine and a normal human being that I could go have a beer with and talk shop.

I have had a beer or two with Frank before. He has a beautiful wife who was on the cover of Vogue Magazine somewhere. Usually, he’s talking about him drinking scotch or bourbon. He pokes fun of that at every event he speaks at. The thing about Grant Cardone, he has been big on Clubhouse. He’s one of those people who gets on there and spews general information that doesn’t make any sense. It’s like, “Here’s a great example. I don’t mind because he’s such a thing.” He and one of his sales guys were on there talking about real estate investing. Some lady got on there, a brand-new investor, who said, “I’m working at a job. I have a 401(k). They match 100% up to 6%. Should I keep contributing to that or take what’s leftover, go out and try to save it elsewhere?”

He was like, “That’s free money. It’s tax money. If you don’t contribute, you lose it if you are there for a while. That’s a perfect 100% return on your money. You can’t beat that right now.” They were like, “Stop contributing to 401(k) and go buy real estate.” I was like, “The little bit of difference that she would get wouldn’t allow her to buy anything at real estate.” They were just stuff that people throw out there. I was like, “You are not listening. You are not adding to the conversation. You are just here and everybody has all got a freaking boner because it’s Grant Cardone on a thing.” Pardon my words, but it feels like that way. It’s all bunch of like, “Look who’s on.” I’m like, “I don’t give a rat’s ass. He hasn’t helped me. He’s not helping you.”

It’s not my jam. That’s a huge pet peeve.

You are doing a lot with entrepreneurs and investors out there. You’ve got some services that are helping people to get beyond that mind block of getting things going. Do you want to talk about some of the services that you are doing with people and helping people take that next step from being a wannabe to being?

We are focused on content marketing and podcasting. Like we spoke about, whether you are guesting, doing your own show, video show or interviewing people, you want to boost your credibility, authority, and have that consistent exposure to grow your business. We launch podcasts. If you are a guest, we do all the promotion, tracking, stats, all that kind of stuff, promote podcasts and leverage it. We deal with clients in regards to sales funnels and their overarching content marketing strategy. To me, consider having a podcast or guest podcasting and getting in that stream because it’s so prevalent. You can’t ignore it. Again, if you are doing videos, you can leverage it and use it as a podcast so that you are tapping into more audiences. We do all of that.

It’s not expensive as well for what you are doing. You’ve got a lot of great templates and things that you are putting together. What’s the best way for people to connect with you, find out what you are doing or sign up for your services and help them take that next step?

If they go to SmoothBusinessGrowth.com/scott, we have two weeks of free content, blog, video scripts, and social media graphics specifically targeted to real estate investors. They can go ahead, swipe, deploy for two weeks and check out that content. If they go to SmoothBusinessGrowth.com, they will see free resources and our services. We’ve got a podcast launch checklist, podcast promotion checklist and tons of great resources. I love giving and sharing info.

There’s that old-school thing and we see that in real estate investors where the old guard is like, “You can’t give away for free. It’s my stuff. I have to charge for everything.” I have had conversations with some of my competitors about this and they were like, “It’s the old-school. We don’t give away everything.” I was like, “It’s the new school. Everything is out there. You’ve got to give some value and show value to your tribe because that’s the way you attract new people.”

They need to know that you know your stuff and get a taste for what it is that you do so that they can trust you more because people are not as trustworthy or trusting as they used to be. You have to show that you care and want to help people.

That’s why we love having you on here, Lyndsay because you do that.

That’s why I love chatting with you.

You are one of the most well-connected people. You and Stefanie LaHart are two of the amazing people that we have met at Podfest and did a lot with connecting with people, going from there, having the heart to help people connect and do things bigger on a whole other scale. It’s not so difficult to take that next step. Progress is always built one step at a time. You do a great job working with people and helping people take that step and get to an amazing place. It’s a lot easier for them to get to if they take that first step. That is going to wrap it up for this episode of the Note Closers Show. What’s the website again, Lyndsay?

SmoothBusinessGrowth.com/scott for free content and then SmoothBusinessGrowth.com for everything else.

Get there, check it out, download the templates and put it to work. We had Lyndsay on Note Camp before in 2020. She will be on again in 2021. She’s one of the top-rated speakers from Note Camp out there. If you are looking to do something different, stuck at home, bored because you are not getting any deals, not finding any money, funding or whatever it might be, it’s time to tweak your marketing, take it to the next level and Lyndsay can be that guiding hand to take you there. Go out and take some action, everybody. We will see you at the top.

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About Lyndsay Phillips

NCS 659 | Online ExposureLyndsay Phillips, is the CEO and Captain of Smooth Sailing Business Growth. She is your content marketing strategic partner, a serial entrepreneur and also proud owner of Smooth Business Podcasting & Real Estate Investors Marketing.

Growing a successful Content Marketing Agency, launching her own podcasts (and clients), she quickly learned the true power of podcasting. Skeptical at first and scared of putting herself out there, her ‘do it anyway attitude’ paid off and her business has grew 60% each year consistently.

Lyndsay has been featured on MSN, NBC, Fox, published in Huffington Post, guesting on podcasts like John Lee Dumas’s Entrepreneurs On Fire and Joe Fairless’ Best Podcast Ever, and has shared her expertise at events such as Dream Business Academy, Podfest (and included in the Guiness World Records!), and Service Business Edge (sharing the stage with Mike Michalowicz and Jay Abraham).

She LOVES helping entrepreneurs build their authority and increase visibility through the power of podcasting with her full service podcasting and content marketing services.

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