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Your Digital Marketing Coach with Neal Schaffer - Your Community is Always a Subset (of Your Potential)

Your Community is Always a Subset (of Your Potential)

12/08/22 • 17 min

1 Listener

Your Digital Marketing Coach with Neal Schaffer

One of the most impactful marketing concepts that I know and teach is this one: Your community is always a subset.
While originally geared towards explaining influencer marketing, it actually should be used to better understand our entire approach to digital marketing and help equip us with a growth mindset.
Key Highlights
[02:57] Community As A Subset of Your Potential
[03:27] Examples of Having Community As Subset of Your Potential
[06:59] Go Outside Your Current Community
[08:37] Learning Items from Launching My Second Digital Product
[09:54] Building A Bigger, Organic Community
[10:27] The ROI of Organic
[12:35] Get Your People On Your Email List!
[13:16] Keep Everything in Balance
Notable Quotes

  • Your community is always a subset is something that I talked about in the age of influence. It's a concept that I think really illustrates the value of influencer marketing.
  • They have a huge community. But it's always a subset of its potential. And when you work with influencers, you come in with a voice of trust that introduces you to this audience that trusts and respects the person talking about the brand, which is the influencer.
  • In order to grow your business, yes, you can tap into your current customers and try to upsell them. But for many companies, you can only get so far, and growth goals usually mean that they exceed those. So what this means is you got to go outside of your current community. And it's more than just influencer marketing.
  • No matter how big my community is, my community is always as a subset as well as to who else is out there.
  • You begin to see this not only funnel approach of bringing people into your community, but also the fact that you need multiple touches in order to at the end of the day, build like no interest and close the deal.
  • No matter how much we're creating Instagram reels or Tik Tok videos or blog posts, or whatever social media we do. We should not be happy with the community we build knowing that it's always a subset even for bigger brands, building that organic community is part of what we do. But we also equally have to go outside of that to always be building a bigger community.
  • We need to keep it all it's the Yin Yang, right, we need to keep it all in balance. And we can't be complacent with one of the three because we need to do all the three. But we always need to be building those multiple touches, knowing that at the end of the day, that is going to be what's going to convert.

Links Mentioned

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One of the most impactful marketing concepts that I know and teach is this one: Your community is always a subset.
While originally geared towards explaining influencer marketing, it actually should be used to better understand our entire approach to digital marketing and help equip us with a growth mindset.
Key Highlights
[02:57] Community As A Subset of Your Potential
[03:27] Examples of Having Community As Subset of Your Potential
[06:59] Go Outside Your Current Community
[08:37] Learning Items from Launching My Second Digital Product
[09:54] Building A Bigger, Organic Community
[10:27] The ROI of Organic
[12:35] Get Your People On Your Email List!
[13:16] Keep Everything in Balance
Notable Quotes

  • Your community is always a subset is something that I talked about in the age of influence. It's a concept that I think really illustrates the value of influencer marketing.
  • They have a huge community. But it's always a subset of its potential. And when you work with influencers, you come in with a voice of trust that introduces you to this audience that trusts and respects the person talking about the brand, which is the influencer.
  • In order to grow your business, yes, you can tap into your current customers and try to upsell them. But for many companies, you can only get so far, and growth goals usually mean that they exceed those. So what this means is you got to go outside of your current community. And it's more than just influencer marketing.
  • No matter how big my community is, my community is always as a subset as well as to who else is out there.
  • You begin to see this not only funnel approach of bringing people into your community, but also the fact that you need multiple touches in order to at the end of the day, build like no interest and close the deal.
  • No matter how much we're creating Instagram reels or Tik Tok videos or blog posts, or whatever social media we do. We should not be happy with the community we build knowing that it's always a subset even for bigger brands, building that organic community is part of what we do. But we also equally have to go outside of that to always be building a bigger community.
  • We need to keep it all it's the Yin Yang, right, we need to keep it all in balance. And we can't be complacent with one of the three because we need to do all the three. But we always need to be building those multiple touches, knowing that at the end of the day, that is going to be what's going to convert.

Links Mentioned

Learn More:

Previous Episode

undefined - Why Influencer Marketing is Your Best Marketing Investment When You Have Little Marketing Budget [Nisarg Shah Interview]

Why Influencer Marketing is Your Best Marketing Investment When You Have Little Marketing Budget [Nisarg Shah Interview]

While we have covered a lot about influencer marketing on this podcast, there is one facet that we haven't looked at: The cost-effectiveness of influencer marketing.
As we head towards a potential recession in 2023 and marketing budgets are tight, this becomes even more important. That's why on this episode we will focus on why influencer marketing is such a great marketing investment when budgets are tight.
Topics we will cover include:

  • Why Influencer Marketing is the most flexible form of marketing investment through payment, product gifting, mentions, and more
  • The value of more authentic and relatable content to spend on vs. advertising push done directly by you
  • The fact that during a recession, people turn toward trusted voices
  • Influencers as affiliates = Measurable ROI + Massive Reach

Key Highlights
[02:30] Introduction of Podcast Guest, Nisarg Shah
[04:30] How Nisarg Got Into Influencer Marketing
[06:22] The Gaps Nisarg Found In Influencer Marketing in 2017
[09:08] Influencer Marketing's Flexibility
[13:25] How Influencer Marketing Can Help Brands Into Recession
[19:22] Affiliate Marketing in Affable.ai Tool
[22:35] The Hybrid Structure of Influencers and Affiliates
[26:35] Reasons Why Third-Party Platforms Still Add Value
[29:33] Best Practices in Influencer Marketing Industry
[31:46] Connect with Nisarg
[32:21] Affable.ai Price Point
Notable Quotes

  • The value you get from a creator is much more. And in this in these uncertain times. Brands are definitely kind of going back to the creators they trust and the creators they have a long-standing relationship with.
  • People typically tend to trust other people. And that's just our nature, that's word of mouth. I trust you because you talk about something. Entity pushing me a product. So just marketing works, because we trust people who are creating this content. And in these times, influencer, marketing works even better, because now, users are careful about who they trust, and they turn towards trusted advisors.
  • I think who we trust online has really evolved. at the end of the day, this raw and real content and the people behind it, those seem to be the ones that we trust more right? Than those shiny looking, whether they're an ad or they're like a shiny looking mega celebrity influencer.
  • Influencers are amazing affiliates because they give you both gives you an ability to reach massive, massive scale, even if people don't die, but at the same time, they give you an ability to convert.
  • If you are a brand, and you're listening to this and planning to work with influencers, certain guidelines, but let them come up with the content, because they know what resonates with their followers, the best, and different influencers would have a different tone and message that they know works b

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Next Episode

undefined - Google Analytics 4: What You Need to Know Today [Chris Cheetham-West Interview]

Google Analytics 4: What You Need to Know Today [Chris Cheetham-West Interview]

One of the core tools that most marketers use to measure their ROI, Google Analytics, is undergoing its first major revision in more than a decade.
From beginners to experts, learn what these changes mean to you and how you can best prepare for them in this interview with Google Analytics expert Chris Cheetham-West.
Key Highlights
[06:28] Introduction of Podcast Guest, Chris Cheetham-West
[08:28] Chris's Marketing Journey
[11:02] How to Utilize Google Analytics 4
[15:58] Universal Analytics vs Google Analytics 4
[18:47] New Definition of Engaged Rate and Engaged Viewer
[22:09] Google Analytics 4 Integration for E-commerce
[25:04] Chris's Advice on How to Save Time Inside Google Analytics 4
[27:57] Making Better Decisions with Data
[30:39] Final Advice on Google Analytics 4
[32:10] Connect with Chris
Notable Quotes

  • Google probably realized that, hey, people are using goals are not using it effectively enough. But everybody that has a website most likely have a goal. So now that's going to be more of a central part of Google to explore versus just like a small piece, it was in Universal Analytics.
  • And it's one of those things where, after a few months, we're gonna realize that this is a better tool to use. And I'm getting to know my customer a little bit more.
  • The message I want to say is like, there's always a faster way to get to the data that you're trying to find.
  • Be intentional about looking at what's going on and making those changes. So make those decisions on a monthly basis, maybe even a weekly basis to optimize. So don't forget to optimize, not just look at the data, but optimize and see how you can get better.
  • So those are all things that you want to consistently do weekly or monthly basis to make sure you're really getting the most out of the data? Because it gives you so much information. All you got to do is look at it and then take action.
  • Right now is the time to play around with GA 4 so right now is like, look into events, if you're not able to use the advanced, you've ever used goals before looking to it, but the old analytics get used to these things that are going to change.
  • In that case, just make sure you are playing around with it, spend an hour a week on it hour a day even just to get ready, and just to understand it, so that way, you can be ready for the change.

Guest Links:

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Your Digital Marketing Coach with Neal Schaffer - Your Community is Always a Subset (of Your Potential)

Transcript

Neal Schaffer

The most impactful thing that I can teach you to help you improve your marketing across digital content, influencers, social media, all comes down to one thing to understand that your community is always a subset. What does that mean? What impact did it have for you once you understand it? Let's talk all about it on this next episode of The your digital marketing coach, podcast. Digital social media content influencer marketing, blogging, pod

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