WEBVTT 00:00:00.000 --> 00:00:03.359 Katie Brinkley, Next Step Social. Tell me about 00:00:03.359 --> 00:00:07.559 your vision. Yeah, well, I started my business 00:00:07.559 --> 00:00:11.060 and I didn't know how passionate I was about 00:00:11.060 --> 00:00:16.140 social media with the strategy. I think that 00:00:16.140 --> 00:00:19.120 with social media, we've all gotten wrapped up 00:00:19.120 --> 00:00:23.420 in this rat race of posting a ton. How much content 00:00:23.420 --> 00:00:27.460 can you create? man, honestly, like I'm a business 00:00:27.460 --> 00:00:30.260 owner. I don't have time to be like dancing and 00:00:30.260 --> 00:00:33.520 doing all the things. How can I get in and actually 00:00:33.520 --> 00:00:36.880 create a strategy on social media so that it's 00:00:36.880 --> 00:00:40.700 working for me to get more business so I can 00:00:40.700 --> 00:00:43.119 get out and do the thing I care about most? And 00:00:43.119 --> 00:00:48.679 once I realized that I wanted to create a social 00:00:48.679 --> 00:00:51.939 media agency that grew people's business strategically 00:00:51.939 --> 00:00:55.170 so that they could. be on social media less, 00:00:55.409 --> 00:01:00.609 that's when I found my vision of creating a social 00:01:00.609 --> 00:01:04.650 media agency that was about posting less. I love 00:01:04.650 --> 00:01:08.650 it. I love it a lot. It's a concept that is so 00:01:08.650 --> 00:01:10.689 important for business owners, in my opinion. 00:01:10.870 --> 00:01:15.049 And there are so many people that are offering 00:01:15.049 --> 00:01:18.450 that as a solution. Yeah. Let's dive into that 00:01:18.450 --> 00:01:21.370 pain and hit it hard. Right. And let's reassure 00:01:21.370 --> 00:01:24.510 and woo people. Can I, can I hit hard on that? 00:01:24.569 --> 00:01:27.230 Can I ask you deep questions to help us get centered 00:01:27.230 --> 00:01:30.629 all of the visionaries that are out there? Yeah. 00:01:30.689 --> 00:01:34.769 And I think that with, with social media, it's 00:01:34.769 --> 00:01:39.730 we're, we're caught up in seeing like that we're 00:01:39.730 --> 00:01:42.629 playing the comparison game, right? Yeah. So 00:01:42.629 --> 00:01:44.730 I, so I'm like, you know what, if you got, you 00:01:44.730 --> 00:01:47.730 got a four -step process, right? Yeah. So it's, 00:01:47.730 --> 00:01:52.400 yeah, yeah. It's called the awareness to action 00:01:52.400 --> 00:01:56.019 strategy and it's for post strategy. So you only 00:01:56.019 --> 00:01:59.219 need to post four times a week or, you know, 00:01:59.219 --> 00:02:00.780 if you're crazy, you could do it four times a 00:02:00.780 --> 00:02:03.140 day or, you know, you could do it four times 00:02:03.140 --> 00:02:05.219 a month, whatever floats your boat. For me, I 00:02:05.219 --> 00:02:08.800 use this strategy and I post three times a week, 00:02:08.860 --> 00:02:11.699 but I still use the same strategy and, you know, 00:02:11.719 --> 00:02:15.439 kind of rotate through it on a monthly cadence, 00:02:15.520 --> 00:02:19.680 but it's designed so that you are. You have an 00:02:19.680 --> 00:02:23.939 end goal in mind. What do you want? And it's 00:02:23.939 --> 00:02:25.939 going to be different depending on the time of 00:02:25.939 --> 00:02:27.919 year. Like if you're a product -based business 00:02:27.919 --> 00:02:31.080 or a service -based business, maybe you have 00:02:31.080 --> 00:02:34.319 a big retreat coming up and you want to get a 00:02:34.319 --> 00:02:35.620 bunch of people to sign up for your retreat. 00:02:35.740 --> 00:02:37.979 Or maybe you have a big sale coming up. Maybe 00:02:37.979 --> 00:02:39.460 it's the holidays and you want to get a bunch 00:02:39.460 --> 00:02:43.800 of people to sign up for your product or whatever. 00:02:44.259 --> 00:02:45.780 You always are going to have a different end 00:02:45.780 --> 00:02:50.460 goal. You work with the end goal in mind of I 00:02:50.460 --> 00:02:52.879 either want or maybe you want more podcast listeners. 00:02:52.960 --> 00:02:55.599 I want more podcast downloads. So you work with 00:02:55.599 --> 00:02:57.680 the end goal in mind and then you reverse engineer 00:02:57.680 --> 00:03:02.159 it. OK, I want more podcast downloads. So how 00:03:02.159 --> 00:03:05.400 am I going to get people there? And it's by reverse 00:03:05.400 --> 00:03:07.560 engineering and getting people problem aware, 00:03:07.819 --> 00:03:11.840 elaborating on their problem and showcasing your 00:03:11.840 --> 00:03:16.129 thought leadership, community driven posts. putting 00:03:16.129 --> 00:03:18.810 yourself in their shoes and putting a little 00:03:18.810 --> 00:03:20.569 bit of the storytelling into it. I don't know 00:03:20.569 --> 00:03:22.770 if you're familiar with Donald Miller story brand. 00:03:23.270 --> 00:03:26.669 So it's like a story brand kind of post. And 00:03:26.669 --> 00:03:29.479 then the fourth post is the action post. asking 00:03:29.479 --> 00:03:32.460 people to leave social media to go one step further 00:03:32.460 --> 00:03:34.500 with you whether again it's listen to a podcast 00:03:34.500 --> 00:03:37.240 buy from you sign up your retreat sign up your 00:03:37.240 --> 00:03:40.699 email list whatever it is so number one was i 00:03:40.699 --> 00:03:42.479 didn't quite catch the order very well but i'm 00:03:42.479 --> 00:03:44.680 i want to catch them really well so the four 00:03:44.680 --> 00:03:47.180 -step process do you say problem aware is that 00:03:47.180 --> 00:03:49.349 number one Yep. Yep. So making people problem 00:03:49.349 --> 00:03:52.530 aware. So it's the awareness. Number two, let's 00:03:52.530 --> 00:03:54.889 get the brief version first. I'm excited about 00:03:54.889 --> 00:03:56.629 getting that clarity because I love what you 00:03:56.629 --> 00:03:59.169 said. Like as entrepreneurs, as visionaries, 00:03:59.169 --> 00:04:03.689 as podcasters, it's so easy to get lost. It is. 00:04:04.009 --> 00:04:07.389 Yeah. Let's break down the brief part first and 00:04:07.389 --> 00:04:09.889 then let's go from there. When you think about 00:04:09.889 --> 00:04:11.770 it too, like no one's going to Instagram to listen 00:04:11.770 --> 00:04:15.340 to your podcast. Right. They're going to Apple 00:04:15.340 --> 00:04:17.939 or Spotify or, you know, whatever to listen to 00:04:17.939 --> 00:04:21.220 the podcast. They're not going to Instagram. 00:04:21.720 --> 00:04:26.319 But if you pique their interest and say, you 00:04:26.319 --> 00:04:28.660 know, like, hey, are you struggling with this 00:04:28.660 --> 00:04:32.500 problem and making them problem aware? That's 00:04:32.500 --> 00:04:36.420 going to then get them wanting to engage with 00:04:36.420 --> 00:04:38.720 the rest of your content. for the rest of the 00:04:38.720 --> 00:04:41.600 week. And so that very first post, it has to 00:04:41.600 --> 00:04:43.819 be piquing their interest and making the right 00:04:43.819 --> 00:04:48.720 person problem aware. Your content for all of 00:04:48.720 --> 00:04:52.079 your posts shouldn't be for everybody. I mean, 00:04:52.079 --> 00:04:55.339 I have a lot of different services at Next Step 00:04:55.339 --> 00:04:58.819 Social. You know, we offer done for you social 00:04:58.819 --> 00:05:01.079 media. We offer podcast production. We offer 00:05:01.079 --> 00:05:03.259 strategy sessions. I mean, we offer a lot of 00:05:03.259 --> 00:05:05.819 different things. And, you know, you might not 00:05:05.819 --> 00:05:08.939 need. all of what we do, but you might need one 00:05:08.939 --> 00:05:10.680 thing that we do, or you might, Hey, you know, 00:05:10.699 --> 00:05:13.560 maybe you only want to sign up for one of my 00:05:13.560 --> 00:05:15.779 lead magnets. Maybe you only want to listen to 00:05:15.779 --> 00:05:19.600 my podcast, whatever it is. So you have to, there's 00:05:19.600 --> 00:05:21.540 going to be different people that want different 00:05:21.540 --> 00:05:24.660 things from you. So getting the right people 00:05:24.660 --> 00:05:28.199 to raise their hand for that post, for that content 00:05:28.199 --> 00:05:31.459 for the week is extremely important. So you said 00:05:31.459 --> 00:05:33.600 something super important that a lot of us forget. 00:05:34.060 --> 00:05:35.920 as visionaries and entrepreneurs like this is 00:05:35.920 --> 00:05:38.040 going to have an immediate impact on our social 00:05:38.040 --> 00:05:40.139 media strategy so i'm grateful for that because 00:05:40.139 --> 00:05:42.319 what you said is something again that we forget 00:05:42.319 --> 00:05:45.180 and that's people don't go to instagram for your 00:05:45.180 --> 00:05:48.540 podcast right that that thought process of okay 00:05:48.540 --> 00:05:51.519 wait a second why do they go there um right if 00:05:51.519 --> 00:05:53.360 we're not thinking that way when we're considering 00:05:53.360 --> 00:05:55.680 our social media strategies of why are they on 00:05:55.680 --> 00:05:57.459 there what might that be then that can get us 00:05:57.459 --> 00:06:00.259 uh gets pretty lost so we understand number one 00:06:00.620 --> 00:06:03.240 It's problem aware. Can you rattle off real fast? 00:06:03.519 --> 00:06:06.300 What is number two, three and four? Number two 00:06:06.300 --> 00:06:08.579 is elaboration. So this is where people come 00:06:08.579 --> 00:06:11.079 to you. Just a theory of it. We'll keep theory 00:06:11.079 --> 00:06:13.139 and then we'll go into the details if we have 00:06:13.139 --> 00:06:16.199 the time. But we get two, three and four. That 00:06:16.199 --> 00:06:18.339 way, people who are list driven like myself, 00:06:18.480 --> 00:06:21.040 if you can't tell, I am. I'm writing notes. Yeah. 00:06:21.060 --> 00:06:24.959 So did you say elaboration? Yes. So the four 00:06:24.959 --> 00:06:29.089 posts are awareness, elaboration. community and 00:06:29.089 --> 00:06:35.310 action. Community and action. Okay. I like it. 00:06:35.329 --> 00:06:38.790 You're high action. I'm high like knowledge, 00:06:39.069 --> 00:06:41.250 but I need a little bit of time to get that. 00:06:41.310 --> 00:06:43.769 Okay. So problem, elaboration, community and 00:06:43.769 --> 00:06:46.889 action. Go ahead. So elaboration is, this is 00:06:46.889 --> 00:06:48.329 going to be the post that takes the most time 00:06:48.329 --> 00:06:51.790 every week. And this is where you showcase, hey. 00:06:52.360 --> 00:06:53.759 Remember that thing I made you problem aware 00:06:53.759 --> 00:06:57.040 of yesterday or a couple of days ago, whenever 00:06:57.040 --> 00:07:03.060 you last posted? Here's a longer answer to that 00:07:03.060 --> 00:07:05.579 problem. And this is where you can showcase your 00:07:05.579 --> 00:07:08.759 thought leadership. You have these, you know, 00:07:08.759 --> 00:07:12.180 a listicle blog or a carousel post, you know, 00:07:12.180 --> 00:07:16.819 maybe it's whatever, a LinkedIn newsletter. This 00:07:16.819 --> 00:07:19.139 is the longer post, but this is where you showcase 00:07:19.139 --> 00:07:21.980 your thought leadership and answer their question. 00:07:22.040 --> 00:07:25.120 People say, oh, man, I I'm so glad that I raised 00:07:25.120 --> 00:07:27.660 my hand and just click the like button, you know, 00:07:27.660 --> 00:07:30.439 because now I know so much more. Thanks, Katie. 00:07:30.720 --> 00:07:33.079 You answered the question that I didn't even 00:07:33.079 --> 00:07:36.519 know I had, you know, before two days ago. That's 00:07:36.519 --> 00:07:39.360 really smart. I like that. It feels good. It's 00:07:39.360 --> 00:07:41.939 not just cerebral. Like it's holistic. I love 00:07:41.939 --> 00:07:45.029 that. It's a community. Community is that like 00:07:45.029 --> 00:07:47.509 Donald Miller story brand. So the hero's journey. 00:07:47.610 --> 00:07:50.410 So this is where you can put yourself in your 00:07:50.410 --> 00:07:53.970 audience's shoes. Like this is how I overcame 00:07:53.970 --> 00:07:57.069 this problem. So this is how or how you help 00:07:57.069 --> 00:08:00.389 the client overcome this problem. Or if you have 00:08:00.389 --> 00:08:02.990 a podcast interview, how your podcast guests 00:08:02.990 --> 00:08:06.209 solve this problem. This is, again, the hero's 00:08:06.209 --> 00:08:09.629 journey so that people say like, oh, man, Katie 00:08:09.629 --> 00:08:13.490 did that. If Katie could do it. I can trust her. 00:08:13.509 --> 00:08:16.189 She's been where I've been, you know, like she 00:08:16.189 --> 00:08:19.029 knows how it feels to struggle with feeling like 00:08:19.029 --> 00:08:20.970 you got to be on social media every day and how 00:08:20.970 --> 00:08:26.670 sucky it is, you know? So with that, this is 00:08:26.670 --> 00:08:29.850 because you get to talk about, I said, this should 00:08:29.850 --> 00:08:31.850 be the fun post because you get to showcase a 00:08:31.850 --> 00:08:35.080 little personality. Yeah. So this is how I overcome 00:08:35.080 --> 00:08:38.399 overcame the problem is one of those means of 00:08:38.399 --> 00:08:41.360 community. But it's not you're not like saying 00:08:41.360 --> 00:08:44.600 this post is about like, hey, come join our LinkedIn 00:08:44.600 --> 00:08:47.159 group or hey, come join our community. That's 00:08:47.159 --> 00:08:49.720 an action post where everybody gets stuck. So 00:08:49.720 --> 00:08:51.980 it's not that sense of community. Let's elaborate 00:08:51.980 --> 00:08:53.759 a little bit further on that, because I think 00:08:53.759 --> 00:08:55.519 a lot of us get lost in that. It's like, oh, 00:08:55.620 --> 00:08:58.009 that means go build a Facebook group. No, no, 00:08:58.029 --> 00:08:59.870 no. That's I mean, that's an action post because 00:08:59.870 --> 00:09:02.009 you're asking people to take action. So like 00:09:02.009 --> 00:09:05.490 community hosts, just your build. The community 00:09:05.490 --> 00:09:09.409 post is building community is is. Oh, man. Like, 00:09:09.529 --> 00:09:13.330 I feel like I know the author more. I feel like 00:09:13.330 --> 00:09:16.250 I know them more. I feel like I know more about 00:09:16.250 --> 00:09:18.889 their their personal side. Like if you went and 00:09:18.889 --> 00:09:21.669 spoke at an event, how did this event help shape? 00:09:22.519 --> 00:09:24.820 your business? How did it shape your journey? 00:09:25.299 --> 00:09:27.480 Like I said before, this is the storytelling 00:09:27.480 --> 00:09:30.120 post. Maybe think of it that way. If community 00:09:30.120 --> 00:09:31.960 is like a little confusing for you, think of 00:09:31.960 --> 00:09:36.159 it as storytelling. Well, I like it. It's helpful 00:09:36.159 --> 00:09:38.519 for all of us to think through that reality of 00:09:38.519 --> 00:09:42.120 like, okay, if we're not connecting with people, 00:09:42.159 --> 00:09:46.139 right? If we're not diving into the relationship 00:09:46.139 --> 00:09:48.419 that exists, then people won't feel like they 00:09:48.419 --> 00:09:49.960 belong. And if they don't feel like they belong. 00:09:50.360 --> 00:09:52.419 then you really don't have a community. Even 00:09:52.419 --> 00:09:55.220 if you've got a box to put people in, it's like 00:09:55.220 --> 00:09:58.080 having a town nobody wants to move to. You've 00:09:58.080 --> 00:10:00.519 got to have that essence of relationships. So 00:10:00.519 --> 00:10:03.580 combining community and storytelling, that's 00:10:03.580 --> 00:10:05.279 really neat. And then you said four is action. 00:10:05.940 --> 00:10:09.639 Yeah. Asking people to take action. So listen, 00:10:09.759 --> 00:10:12.559 remember how I was talking about like how much 00:10:12.559 --> 00:10:14.340 you hate posting on social media. I actually 00:10:14.340 --> 00:10:17.059 have a whole podcast episode where I teach you. 00:10:17.450 --> 00:10:19.490 How to post less on social media where you get 00:10:19.490 --> 00:10:22.389 more engagement, you get more, you know, downloads, 00:10:22.509 --> 00:10:25.710 you get more everything while posting less. Do 00:10:25.710 --> 00:10:29.230 you want to listen to it? So this is where you 00:10:29.230 --> 00:10:31.909 are asking people to take action and leave social 00:10:31.909 --> 00:10:34.490 media. You're getting the right because you've 00:10:34.490 --> 00:10:36.210 been talking about it all week. The right people 00:10:36.210 --> 00:10:38.289 are going to say, heck, yeah, I want to hear 00:10:38.289 --> 00:10:40.610 about this. No way. You have an entire podcast 00:10:40.610 --> 00:10:42.289 episode about it. No way. You have an entire 00:10:42.289 --> 00:10:45.860 book that. that teaches me how to do this, sign 00:10:45.860 --> 00:10:50.139 me up. Yeah. Where do I go? And you're not worried 00:10:50.139 --> 00:10:53.600 about getting, you know, thousands of people 00:10:53.600 --> 00:10:56.220 to see this post. All you're worried about is 00:10:56.220 --> 00:10:59.799 getting the right people to say, yeah, I'll leave 00:10:59.799 --> 00:11:02.200 social media because you've been talking about 00:11:02.200 --> 00:11:05.100 it all week. And I, I'd love to sign up. I'd 00:11:05.100 --> 00:11:07.019 love to buy from you. I'd love to listen to that. 00:11:07.360 --> 00:11:09.320 Thank you for being here today. I'm really happy 00:11:09.320 --> 00:11:11.539 that you tuned in to Vision Pros Live. I'm looking 00:11:11.539 --> 00:11:14.779 forward to seeing your reactions as these episodes 00:11:14.779 --> 00:11:16.580 continue to move forward. This is going to get 00:11:16.580 --> 00:11:19.179 more and more fun. We'll have more and more engagement 00:11:19.179 --> 00:11:21.360 as well. We invite people to participate in the 00:11:21.360 --> 00:11:23.600 show. And thank you for giving us your time and 00:11:23.600 --> 00:11:26.019 attention. Have an excellent time building out 00:11:26.019 --> 00:11:28.080 your vision and becoming a vision pro yourself.