Monetization Nation Podcast

In the last episode with Evan Stewart, we discussed how to build a successful business by focusing on quality before we focus on monetization. In today’s episode, we’re going to discuss how we can build better relationships with ourselves, our customers, and our partners.    Relationship with Ourselves   To turn our business goals into a reality, we need to build a strong relationship with ourselves. Evan shared five areas that complete a whole person: personal, financial, spiritual, relational, and professional. As we focus our time, resources, and energy on improving ourselves in these five areas, we will begin to get into the right headspace for success.    Personal: How do we feel about ourselves when the door closes and we’re alone? Our personal headspace and attitude about ourselves have a huge impact on the success of our businesses. If we aren’t confident and competent in who we are, our customers and employees won’t believe our value either.    Financial: Inc. completed a study in 2016 that found people are willing to take as much as a 32% pay cut to be happier in their workplace (Source: Inc). “I believe that what you earn and how you earn it is just as important. You want to earn a million dollars, great, but how you get that money is just as important as the money that you actually receive,” Evan said. We need to focus on financial security while balancing our personal happiness. Where do we find fulfillment? How can we balance fulfillment with our financial needs?   Spiritual: We need to know what we believe in, what our morals are, and what we value. As we understand this, we should align our business values with our personal values. Otherwise, we can experience internal conflict that can have a large negative impact on our business.     Relational: The relationships we build with those around us are key to the success of our businesses. We need the support of others in our lives for encouragement, strength, and motivation. “Relationships are some of the most important things that you can focus on at any stage of the business because the people close to you will be the reason you succeed,” Evan said.    Professional: In our businesses, we should maintain a professional attitude with our business associates. We should also be professional in the way we set goals and use our resources to maximize profit in our businesses. “Your workplace needs to inspire, fascinate, and motivate,” Evan said. As we do this, our life should significantly improve because of the time and work we put in.    Evan said, “Clarity doesn't come unless you look at those five areas and know how you're dividing your time.” He continued, “At a high level, I believe that these five areas, in particular, provide a fundamental framework for you to look at how you're spending your time. I recommend touching them on a weekly basis and saying, ‘Okay, I need to make sure that I'm spending time, that I'm investing energy and resources, in these five areas every single week to make sure that my life stays in a good flow of balance.’”    Relationships with Our Customers   We need to focus on building relationships with our customers so they feel valued and appreciated. With Obsessed Academy, Evan focuses on helping his clients establish those customer relationships so they can find success in their businesses.    A fundamental principle Evan believes and teaches is, “a transaction is a byproduct of a vested relationship and not the goal of a relationship.” Instead of focusing on a transaction, we should focus on connecting with our customers. As we build referral-rich relationships, our company will have greater success in scaling and becoming profitable.    Our sales and goals are achieved by having a conversation without a motive. One of the mistakes professionals often make is focusing on their motives and forgetting to have a conversation.    If we want to create a repeat customer, we need to focus on the relationship and the conversation. The relationship will not be built on transactional goals. “When you can just have a conversation, at some point a solution will arise, and at some point, there's an opportunity to dive deep into what you really need. And we can position our products or services as the solution. Then there's an opportunity to do business there,” Evan said.    Relationships with Our Partners   We need to be cautious with the relationships we choose to build in our partnerships. Evan’s biggest setback stemmed from bad partnerships.   “I thought that I needed help. I thought I needed a partnership. It really stemmed from an insecurity, actually,” Evan said. “I wasn't confident so I got into these business partnerships with people where I would work very, very hard, and there would be disparagement in labor and results versus my partner who didn't share the same moral or work ethic.”   Sometimes we may enter into a partnership because we lack a good relationship with ourselves and feel the need to rely on someone else. This can cause major problems in the future. While partnerships can be beneficial, Evan encourages us to be very careful about the partnerships we choose to enter. If a partnership fails, we not only lose past opportunities we could have had if we weren’t in the partnership, we also lose time as it could take us one to two years to get back on our feet and adjust our businesses.     “You have to be very hyper-aware and audit the relationships that you're working with. Just because somebody is excited to work with you doesn't mean that you're the right person. Sometimes you're looking for help when in reality you need time,” Evan said.     I had made a similar mistake earlier in my career. I didn't believe in myself enough, and I thought I needed to hire people or bring on people to do things for me which resulted in a waste of energy and potential lost opportunities. We’ve got to realize as entrepreneurs that we have the capabilities to figure things out. We have to have faith in ourselves.    While we can get help, it doesn’t mean we can’t do everything on our own. We shouldn’t have to give up equity in our business or hire someone to give them control of something that we are very capable of doing ourselves.    “If you're looking at a partnership, [know] 50/50 partnerships never existed. They just don't exist,” Evan said. “There's always someone that's putting out more effort over here and driving more results. There's always a disparagement.”   If we choose to enter into a partnership, we need to remember that in reality, there is no such thing as a perfect partnership. Someone will always be giving a bit more than someone else. If we come to a disagreement, our entire business plan could fall apart. No two people are ever going to agree 100% of the time. Someone has to be able to step up and make that decision. Otherwise, the company is stuck in a state of paralysis.    “You've got to have a leader. Every army has to have someone leading the charge forward,” Evan said. If we're looking at a partner, Evan recommends:   Do everything you can to not give up equity in your company.  If you have to give away equity, do it in a way where you can still retain control.  Have an exit strategy in mind and on paper in case things don’t go as well as we hoped.    Instead of trying to split our business evenly, we need to have one person take charge. The split could be 60/40 or 80/20. Whatever the case, someone needs to own enough of the company to be CEO so when we have differing opinions on decisions, that person can make the final call. We should keep decision-making authority.    Key Takeaways   Thank you so much Evan for sharing your stories and insights with us today. Here are some of my key takeaways from this episode:   As we focus our time, resources, and energy on improving the personal, financial, professional, relational, and spiritual aspects of our lives, we will begin to get into the right headspace for success.  A transaction is a byproduct of a vested relationship and not the goal of a relationship. If we enter into a partnership, we should remember to do everything we can to avoid giving up equity in our company, stay in control, and have an exit strategy prepared in case things don’t go as we hoped.    Connect with Evan   If you enjoyed this interview and want to learn more about Evan or connect with him, you can find him on LinkedIn or visit his website at evanstewart.co. You can also listen to his Obsessed Podcast for more insights from him.    Want to be a Better Digital Monetizer?   Please follow these channels to receive free digital monetization content:   Get a free Monetization Assessment of your business Subscribe to the free Monetization eMagazine. Subscribe to the Monetization Nation YouTube channel. Subscribe to the Monetization Nation podcast on Apple Podcast, Google Podcasts, Spotify, or Stitcher.  Follow Monetization Nation on Instagram and Twitter.   Share Your Story  How could you build a better relationship with yourself? Please join our private Monetization Nation Facebook group and share your insights with other digital monetizers.   Read at: https://monetizationnation.com/blog/142-how-to-manage-business-relationships/ 

Most of the time we have to lose money before we can make a profit in our businesses.    Evan Stewart is the founder and chief evangelist for the Obsessed Academy and helps others build a life they can be obsessed with through private events, his Obsessed Conference, and his Obsessed Podcast. He has become a world-renowned life and business strategist who builds success by first losing money.    In today’s episode, we’re going to discuss how we can build a successful business by focusing on quality before we focus on monetization.    Evan’s Entrepreneurial Journey   Evan came from a family of entrepreneurs. When he was growing up, instead of wondering what type of job he would pursue a living, he thought about what service he could provide to others.    In college, he jumped into real estate, had the opportunity to scale his business, and became the top 1% of realtors in Texas. His real estate company became his first step in learning and growing on his entrepreneurial journey. With so much success, he discovered a new passion: a passion to help others achieve that same success he did. He began to meet great people, build relationships, and eventually started Obsessed Academy where he helps consult entrepreneurs in building a successful business.    “The core of everything I do comes down to this ideology that individuals deserve to be inspired, fascinated, and motivated by where they live, where they work, who they live and work with, and how they live and work,” Evan said. “We can all be the best version of ourselves. . . . People have so much potential in them to do incredible things to impact the world and make money around what they're doing.”    From the examples of his parents, Evan learned that entrepreneurship is all about relationships and service. His parents helped teach him to recognize a healthy relationship with great communication and systems in place so that issues in one area don’t affect another area. Evan’s relationship with his parents helped him identify healthy relationships not just in his marriage but also with employees, partners, and customers.    One of the greatest lessons he has learned throughout his journey is to focus on people. We shouldn’t be focused on money but on the relationships, we can build and the people we can serve.    Don’t Focus on Monetization   Evan’s best monetization strategy is to not focus on monetization.    “Don't focus on monetization,” Evan said. “I'm not saying don't be profitable. I'm not saying don't focus on sales or money, but I'm speaking specifically to those that are looking at building as much profit as possible in the early stages. [Instead] focus on quality first, and monetization second, and after your product becomes the market standard, switch.”    Instead of only focusing on making a profit, we should focus on providing as much value as we can to our target audience and customers so we can build relationships and build our credibility. This strategy will help us achieve the greatest lifetime value out of our customers.   If we try to be profitable right off the bat, we likely won’t. Starting a business often requires risks and investments. We may have to spend three years building our business without any profit, but if we are focusing on quality, we will eventually see a great return on investment in the long run.    Evan’s Obsessed Conference is not a profitable event. Yet. He mapped out a 10-year plan for his event to lose money in the beginning while they focus on the quality of the experience and relationships. They currently have an 85% audience retention rate because they are providing so much value to their customers with little cost. He does this with the long-term game in mind. Because he is building strong relationships with his customers now, later, when thousands of people attend his event, they will be more willing to spend money on an event they already know provides value.    We can make a profit by losing money in the short term first. If we're in the business of positively impacting lives, we will be much more likely to monetize in the long run. “The best data [to look at] are . . . the businesses that have grown significantly because of your relationships together,” Evan said.    Are we here for the short run or the long run? While some businesses can find success in the short-term run, most businesses find more success by making long-term goals. If we are aiming to be successful in the long run, Evan encourages us to ask ourselves, “How can we minimize profit right now to focus all our needs on the quality of our services and relationships with our customers?”    Most companies make a goal to earn as much money as possible right off the bat, even before they have validity, history, credibility, following, and a customer base. Instead, we want to focus on building credibility, relationships, and quality first, before we focus on making a profit. When we do this, we are much more likely to see exponential growth down the road.    If we look at some of the biggest and fastest-growing companies of our business careers, the Googles and the Amazons, we will find they followed a similar model: quality first, profit second. Google didn’t focus on monetizing for years, they built reach. Amazon did the same thing. They operated for years without making a profit. They focused on reinvesting back into their company to provide the highest quality and greatest value service they could. As a result, Google and Amazon are both in positions where they have tremendous value and influence.   “Look in the mirror and [ask], ‘Am I doing this for me and overcompensating for an insecurity, or am I doing this because this is a mission distribution method for achieving some type of greater mission?’ That's the question we need to be asking ourselves,” Evan said.   Charge What We’re Worth   After we have focused on building the quality of our products or services and establishing relationships with our customers, we need to determine what to charge. How do we set the price of our products?   Evan wrote an article, “How to Charge What You’re Worth Without Seeming Like a Jerk.” In it, he wrote, “There are two simple answers to this question: one, ensure you are up to date on industry standards and norms in your market. . . . Take some time to do your research so you’re aware of where you stand. Two, gather data every single time you win or lose a sale. . . . ‘Your market worth is what a buyer is willing to pay is common knowledge among sales professionals. Ensure you’re collecting this data.”   When we are determining our prices, we need to look at what our competitors are offering while also paying attention to the value our customers perceive our products or services to be worth. Evan recommended that when we choose our prices, we should really be competing for better quality over the lowest price.  If we try to have the lowest price, we will almost always be beaten.   “If you compete on price, you're going to constantly be shopped out to the lowest bidder. If you compete on quality, then you'll never have to justify your price,” Evan said.    When we charge our customers based on high-quality services and products, we will be able to charge more since we are providing better value. It is worth it to reinvest in better customer service, get more team members, and pay for higher quality team members so we can provide better service to our customers. It's an ascending spiral. As we increase our value, our customers will be willing to spend more on our products, even over a cheaper price.    “If you believe that quality is important, then charge what you're worth, and then prove that you're worth what you've changed through the experience with the customer,” Evan said. “You have to prove why you're charging that or the market is going to reject you.”   While making a profit is essential for business success, we should still focus on the customer’s needs. How can we build relationships? How can we provide value? When we prioritize quality and value over profit, monetization will come naturally.    Key Takeaways   Thank you so much Evan for sharing your stories and insights with us today. Here are some of my key takeaways from this episode:   Instead of making profit our number one priority, in the beginning, we should focus on providing value to our target audience first. We want to focus on building credibility, relationships, and quality first before we focus on monetization.  When we are determining the prices of our products and services, we should look at what our competitors are charging while also paying attention to the value our customers perceive our products or services to be worth. As we increase our value, consumers will be willing to spend more on our products, even over a competitor with a cheaper price.  When we prioritize quality and value over profit, monetization will most likely come naturally.    Connect with Evan   If you enjoyed this interview and want to learn more about Evan or connect with him, you can find him on LinkedIn or visit his website at evanstewart.co. You can also listen to his Obsessed Podcast for more insights from him.    Want to be a Better Digital Monetizer?   Please follow these channels to receive free digital monetization content:   Get a free Monetization Assessment of your business Subscribe to the free Monetization eMagazine. Subscribe to the Monetization Nation YouTube channel. Subscribe to the Monetization Nation podcast on Apple Podcast, Google Podcasts, Spotify, or Stitcher.  Follow Monetization Nation on Instagram and Twitter.   Share Your Story    How do you provide high value and great service to your customers? Please join our private Monetization Nation Facebook group and share your insights with other digital monetizers.   Read at: https://monetizationnation.com/blog/141-how-to-make-a-profit-by-losing-money/ 

  Welcome back to another episode with Ali Schwanke. In the last episode, we talked about taking the path of the most resistance along with Ali’s entrepreneurial journey, B2B vs B2C content marketing, and quick wins. In today’s episode, we’ll discuss why content marketing is so powerful and Ali’s tips for successful content marketing.   Why is content marketing so powerful?   Content marketing equips customers with the power to make what they feel is their own buying decision. Ali gave an example through real estate and buying a car. She said, “I was never a home buyer in the days when you didn't have access to the MLS listings. I was never a home buyer where I had to go to the office and have someone sit down and put house offerings in front of me. I've always been in the age where I go online, and I look at the neighborhood that I want, and the realtor to me just feels like a person that I have to go through to get to the house.”    “Content marketing is the same way. Every industry now feels like that. I can go buy a car, but how much do I know what I'm doing when I buy that car? That's where content comes in. So if I feel like you've educated me to the point where I feel like I know enough that . . . I'm not being tricked or duped in the sales process, then I'm [going to] have a good buying experience, and that's what content facilitates.”   Top Content Marketing Strategies   Here are some of Ali’s top content marketing strategies.     Focus on Thought Leadership or Search-Driven Blogging     Ali was working with a company that was doing strategic planning. They were writing articles that were very interesting to their audience, but they weren't getting much traffic from a search engine perspective. Ali said, “The tip that I often tell people is there are two different types of blogging. Most companies don't know that they're actually doing one or the other, and they don't really know what camp they're in and why.”   Ali explained that a search-driven or SEO-driven headline for a blog might say, “5 Ways to Optimize Your LinkedIn Profile.” To find this blog post, someone might type in “how do I optimize my LinkedIn profile” and that blog would come up as an answer.    In contrast, Ali said the thought leadership version of that title might be “5 Ways You Bombed Your Last Interview Because Your LinkedIn Profile Sucks.” She explained, “No one's gonna search for why your LinkedIn profile sucks, but they might stumble upon that on social or if that's in an email newsletter.” When they do, they’re going to ask, “Did I really bomb that interview because my LinkedIn profile is so awful?” and then read the article.   “When it comes to deploying written content you have to understand which camp you're in because each one of those has different strategies.” Ali told the company she was working with that “the only way they're going to get more traffic with sexy thought leadership-driven content is to find other audiences to leverage.”     Be Consistent     To get into the baseball Hall of Fame, a player’s average needs to be about .300, which is three out of 10 bats. If you think about it, that’s not very high. But it is the consistency of showing up to play the game that matters.    “I think a lot of times,” Ali said, “companies or marketing directors will look for the home run type of content, saying, ‘The last few blogs that we wrote didn't go over really well,’ but some of the success of what you're going to see is simply by showing up every single week.”   In addition, she said, “When you stop publishing content, people start asking questions. And when people ask questions and you're not there to answer the questions, they make up their own stories.”     Focus on the Customer     In order for us to have content success, we need to use the words our customers use and write about the things they face—not the things we want to talk about. “There's this Venn diagram of . . . the things the customer cares about and . . . the things that your product or service can solve for them.”    “Where those two meet together is where your content should be, because if it's not if you write just about what they're having problems with, you'll get a lot of traffic and not a lot of conversions. If you just write about what your product is you [won’t get] a lot of traffic.”   “Those two together are the hard part because sometimes the CEO or the product team will say we should write about this, and the marketing team has to be able to say, this is where we stay if you want content marketing to actually pay off.”     Promote, Promote, Promote     Ali said, “It is equally important to promote as it is to create.” She explained, “If you were going to err on the side of consistency and you can't keep up with every week, I would much rather see you publish a one really great piece of content a month and promote the heck out of it. That means your one piece of content might be a really great guide, a really good blog post, or [a] really good video, and it's reshared on social, it’s put over on Medium, it's shared over on Buzzsumo, it's put out as an infographic, etc. You've repurposed it and reshared it so that you have all of this kind of groundswell. It's not just like a new thing every week.”     Customize Our Webchat     Webchat can be complicated. “If you have a software company or a solution that has more of a self-guided journey [for the customer] to [make a] purchase, there is a need for a chat to be part of that. But I see too many companies that have a one-size-fits-all chat solution like, ‘hey, here I am, chat with me,’ whereas chats are really supposed to be the place where you think ahead of the questions that someone would have relative to the information that they're viewing.”   For example, if someone’s on a software company’s pricing page, the chat might say, “Do you have any questions about pricing?” Ali said, “Those [customized chats] are typically things you need to develop from looking at your analytics, looking at what people are asking you, [and] using that data side to really inform the creative. But chat is powerful. . . . You don't need to throw it on every page of your website.”     Have a Customer-Centric Marketing Strategy     A customer-centric marketing strategy assumes that we're going to find out what's most important in the customer’s mind. Sometimes we assume we know a lot about our audience. For example, we might ask customers, “how did you hear about us?” They might respond with “a friend told me” or something like that.    But what if we asked, “what was happening in your life at the time that you found our solution?” They might say they just moved or got married or the license expired for the software they were using before. With this kind of question, we can understand what's happening in our customers’ lives and find out how to help them better.     Repurpose Content     Ali had a client who sells services to dealerships do some original research. “One of our clients had done a research report, which is a powerful strategy, but it's one that's definitely a lot more uphill than it is downhill.”   “They surveyed everybody there in the dealership . . . and came out with some findings and actually created this . . . [about] 30-page report. Out of it, they produced infographics, produced videos, [and] were able to link it to case studies.”    Ali said, “What that created is this evergreen opportunity to get mentions and guest publications and raise the level of their thought leadership. It's been continually producing leads for them since we created it. So I think back to that idea of [how] one powerful piece of content has paid dividends, [and] all of their blog content then is being derived from this one piece. So it's really powerful when you do it the right way.”     Use Content as a Relationship Builder     Ali has another client who is producing a podcast as a way to build relationships in their industry. She compared it to real estate, saying, “If you're a real estate agent, and you know that title companies, lawyers, attorneys, estate planners, [etc.] they all work with people who may need new house options for buying and selling.”    “So in a sense,” she continued, “what they're doing is creating a podcast for those folks to build a relationship. So they're using the podcast as a relationship-building tool to then drive them into the funnel to learn more about what their company does. So I think content can also be a really good relationship builder, as well as a content engine.”     Be Creative to Make B2B Video Marketing More Interesting     We might be thinking how do we make B2B video marketing less boring? Well, Ali gave us some examples and ideas.    She described a company that did a video explaining the concept of video marketing. “They were comparing it to baking a cake,” she said. “And it was so well done, and so I think it sticks with me to this day because it was using an analogy that everyone is familiar with.”   We can lean on popular concepts or pop culture and have fun with our videos. We can also study things from other industries like documentaries or shows and movies that seem like they would be boring and see how they made them exciting.     Bridge the Creative and Analytical     Ali described two groups in marketing. The first might say, “I'm just gonna pitch really crazy ideas and see if the client likes them.” And the second might say, “I use data to make decisions, and there is little room for creativity. I have to do what the data tells me.”    “I firmly believe there's an intersection between the two of those,” Ali said. She gave an example of going after the search “how to monetize my business.”    “Let's say that it's dominated already by companies that have really good content. So, you could either attack it from a, ‘I'm going to make much better content than them,’ and better is going to mean an emphasis on better questions, [going] further in-depth, [having] visuals, [etc.]. Or [saying], ‘What are the other ways I could attack this from a data perspective? It looks like they're not ranking over on YouTube, or they don't have any content on social [media] about this.’ So using that analytical mind to find the gaps that you can dig into. And then the creative pieces: ‘How do I not only answer that question but I also entertain them?’”   “Look at what's happening outside your industry. Don't look for examples in your industry. Go see what's happening. . . . I'm sure there's a lot that you can learn from looking at what's happening in manufacturing and how they do it on Nickelodeon that you could pull into your creative process to really bridge that gap.”   Key Takeaways   Thank you so much Ali for sharing your stories and knowledge with us today. Here are some of my key takeaways from this episode:   Content marketing allows customers to be informed about their purchase decisions. Choose to focus on thought leadership or search-driven blogging, so we can know how to promote our content. Be consistent. Sometimes showing up to play the game is the most important thing with content. In our content, we should focus on what the customer cares about and how our product or service can help them with that. Regardless of how much content we’re putting out, we need to make sure we promote, promote, promote. Our web chat should be tailored to the specific pages it’s on; it doesn’t need to be on every page of our website. To understand what's happening in our customers’ lives and find out how to help them better, we should have a customer-centric marketing strategy. We can make good use of our content by repurposing it. We can use our content to build relationships with our audience. B2B video marketing can be fun and creative when we draw on popular concepts, pop culture, and more. Use both data and creativity to inform our content marketing decisions.   Connect with Ali   If you enjoyed this interview and want to learn more about Ali or connect with her, you can find her on LinkedIn or Twitter. You can also check out Hubspot Hacks on YouTube or visit her website, SimpleStat.com.    Want to be a Better Digital Monetizer?   Did you like today’s episode? Then please follow these channels to receive free digital monetization content:   Get a free Monetization Assessment of your business Subscribe to the free Monetization eMagazine. Subscribe to the Monetization Nation YouTube channel. Subscribe to the Monetization Nation podcast on Apple Podcast, Google Podcasts, Spotify, or Stitcher.  Follow Monetization Nation on Instagram and Twitter.   Share Your Story  Have you used any of these content marketing strategies? If so, how did it go? Please join our private Monetization Nation Facebook group and share your insights with other digital monetizers.   Read at: https://monetizationnation.com/blog/140-10-content-marketing-strategies-to-up-our-content-game/ 

“Two roads diverged in a wood and I—I took the one less traveled by, and that has made all the difference.” - Robert Frost   Sometimes in our business, we might be tempted to take the well-traveled road, the road everyone else is taking. We may not want to put in the effort that taking the harder path requires. In today’s episode, Ali Schwanke and I will discuss how doing video may be harder but worth it. We’ll also discuss Ali’s entrepreneurial journey, content marketing, and quick wins.   Ali Schwanke is the CEO and founder of Simple Strat, a boutique agency that simplifies content marketing for B2B technology companies worldwide. She has more than 15 years of marketing experience ranging from an in-house marketing agency to sales and entrepreneurship. She brings a practical and data-driven perspective to the practice of content marketing. She's also the co-host of the popular YouTube series HubSpot Hacks.   The Path of Most Resistance   When I asked Ali what the greatest home run of her career is she said the most recent one is the YouTube series Hubspot Hacks. This series has generated over 3 million impressions on YouTube. The channel has almost 9,000 subscribers, and it has generated over 500 different top-of-funnel leads. Hubspot Hacks has also made well over six figures in revenue. “The reason that it's a home run is,” she explained, “it's one of those projects that came out of an inclination from a customer experience.”   Ali explained how Hubspot is a marketing technology platform that was originally created to help people automate their marketing activity, but it’s grown into more than that now. “It's so big now that people don't really know what to do,” Ali said. “They end up looking for how to do these very tiny things.”   “HubSpot has a lot of different knowledge center articles: ‘here's how to set up your users,’ ‘here's how to use video,’ [etc.]. But people were saying, ‘Show me, show me, I still don't get it.’ [We knew] that people were using platforms like TikTok and . . . Instagram videos were really hot, and so people just wanted to see it.”   “We recorded some screencast videos,” Ali said. “It was literally: I record my screen. My face is on the lower left-hand side, I'm wearing a t-shirt, and we're just walking through this screen share. We did it for a couple of things like ‘how do I do a workflow,’ ‘how do I do a landing page,’ and discovered that those got thousands and thousands of hits. People started asking us additional questions, and we thought, ‘Whoa, what's going on here? Why isn't this content anywhere else?’”   “So we decided to spin that off into a separate series and use that as a lead generator for our agency. We did that, and about six months into it, re-optimized based on what we knew about YouTube SEO at that time. It just took off, and then the pandemic happened and it really took off.”   “Even if there's a type of content right now from your competition that already exists, people learn in different forms. Video is still one of the hottest places to get some traction because it's hard [to do]. [But first] you have to be okay with being on video. Yes, you look like that, and yes, you sound like that, so stop freaking out about it. Secondly, you can't edit a video the way you edit a blog . . . because you have to be a lot more thoughtful when you record it. That scares a lot of people away.”   Hubspot Hacks has been so successful because they gave value away for free to their target audience, and as a result of giving it away for free, they gained credibility and reach. Revenue came as a natural result of that, but it all came from providing value first.   Another reason they’ve been successful is because of the bigger barrier for entry. Video is harder for competitors, so there's not as much competition there. Sometimes, as water looks for the downhill path and follows the path of least resistance, businesses look for the path of least resistance too.    Often, we should be heading in the opposite direction of the water because most of our competitors are going down the path of least resistance; they're going to do the easiest thing. If we want to differentiate ourselves, set ourselves apart, and provide something unique, one of the easiest ways to do that is to take the harder path. Video is harder to do; not as many people are doing it, but it presents a great opportunity to position ourselves in the number two search engine in the world, YouTube.   “People forget that YouTube is a place,” Ali said. “It is home to a lot of people who [create] content: Red Bull videos, skateboard videos, cooking videos. But there's an equal amount of people that are looking for business-to-business how-tos. I know I've used YouTube when it comes to ‘how do I do something in Evernote?’ ‘How do I set up something in QuickBooks?’ I've ended up on YouTube, and most of the time people don't think about the journey someone takes after they've watched the video. That journey is how inbound marketing actually works. So putting some thought into the journey is important upfront.”   Ali’s Journey   Ali's entrepreneurial journey actually started in photography. She explained, “I wanted to rid the world of stock photography, knowing that the same four to five people seem like they work everywhere, because they're in the cooking ads, they're in the home ads, they're in the B2B ads. That was several years ago, and at that time, not a lot of companies wanted to pay me.”   “So, I ended up building a business around weddings, babies, so on and so forth. But I still, at the end of the day, really wanted to use this authentic visual perspective to help drive better business marketing decisions.”   As her career progressed, Ali got lots of questions such as how to build a website, which she learned how to do. “Over the course of my career, I learned a lot about marketing from working for both myself and other people.”   She continued, “Where I ended up now is in a world where everybody wants the answer to something before they talk to a salesperson, and that is the role of content. That's ultimately what I do today, and I love it. I find myself just being consumed by media, by podcasting, by videos, by written content and how it leads someone to make a purchase that they feel good about and solve the problem in their career.”   Content Marketing for B2B vs B2C   Ali’s company used to have a mixture of customers in B2B and B2C. They eventually decided to focus solely on B2B. “As you look at both marketing disciplines, B2C tends to have a very low price point, [and] a lot of one to one decision making.”    “For example, if I go and buy a pair of shoes, that involves me with a lot of different options, [but] at the end of the day it's my decision. It's usually not a committee. There's usually not the need to read about how the shoe functions when I run [or] read about all the different ways that it's made. You just buy a shoe because you want it, it looks nice, and you thought about it.”   In contrast, B2B is much more complex. “[It] tends to have committees of people that make decisions together. There tend to be larger budgets. There tends to be a lot of complexity involved in the sale. Sometimes [it takes] 12, 18, 24 months. [There’s a] need to continually nurture someone along that buying journey.”   “We found,” Ali explained, “that was so different that we decided to make that shift and focus solely on B2B, which then lends itself to content that attracts them to the website [and] gets them to learn what their problem is.”   They’ll find the solution to their problem, a solution they didn’t even know existed. “It's almost like it's their idea that they want to buy that thing, and then they feel like they had a hand in that buying experience.”   Focus on the Quick Wins First   Ali explained that when we’re starting out, we often don’t realize what we can sell. “People will pay money for things that we might otherwise take for granted. You can make money teaching anybody anything. Even if it's easy for you, it might not be as easy for them.”   We can start with the things we know how to do well. We don’t have to build our business on something complicated that we don’t even understand yet. “People sometimes think ‘I'm gonna make $5 million,’ [but] you don't make $5 million before you make $5. So, what is the first easiest thing that you already know that you can package and systematize and then turn around to the market?”   Key Takeaways   Thank you so much Ali for sharing your stories and knowledge with us today. Here are some of my key takeaways from this episode:   Giving away something of value for free can be a great lead generator.  Many of our competitors are taking an easier path. We can get ahead by taking the harder path that most people aren’t doing. B2B can often lend itself better to content marketing because its purchase decisions are often more complex. When we’re starting out, we can focus on the first easiest thing that we already know.   Connect with Ali   If you enjoyed this interview and want to learn more about Ali or connect with her, you can find her on LinkedIn or Twitter, check out Hubspot Hacks on YouTube, or visit her website SimpleStat.com.    Want to be a Better Digital Monetizer?   Did you like today’s episode? Then please follow these channels to receive free digital monetization content:   Get a free Monetization Assessment of your business Subscribe to the free Monetization eMagazine. Subscribe to the Monetization Nation YouTube channel. Subscribe to the Monetization Nation podcast on Apple Podcast, Google Podcasts, Spotify, or Stitcher.  Follow Monetization Nation on Instagram and Twitter.   Share Your Story  How have you found success in taking a harder path? Please join our private Monetization Nation Facebook group and share your insights with other digital monetizers.   Read at: https://monetizationnation.com/blog/how-taking-the-path-of-more-resistance-led-to-more-than-6-figures-in-revenue/ 

Monica Bijoux is the founder and CEO of Decide To Move. She's also a licensed psychotherapist and business strategist. She's an international best-selling author of books such as Teach Your Expertise. She speaks at events around the world and hosts the Decide To Move podcast. She uses her decades of experience to help high achievers, aspiring entrepreneurs, and veterans to have financial freedom and live a life of purpose.    In today’s episode, Monica and I are going to walk through the details of her membership site, courses, and coaching. We’ll also discuss her passion, journey to entrepreneurship, and more.   Monica’s Membership Site, Courses, and Coaching   Monica’s membership site is called Decide To Move Academy. Every month they release a new course, product, service, or training. Members have access to their own private Facebook group. Monica does one coaching session with the members as well.    “It's really just about being a value. . . . I'm just one that I like a lot of times to over-deliver because I know what it's like to have people under deliver.”   Monica has about 50 members in her community. “I try to keep them kind of small so I can give them a lot more support, compared to me being so big that [I can’t keep up]. I still work in the service, and so I want to make sure that I'm not overwhelming myself.”   Monica also has a lot of different courses. Her courses are taught outside the membership portal, but clients can upgrade to include group coaching in the course.     “Because I'm a therapist, I'm able to really help people with their mindset. I'm also certified as a hypnotherapist, so there are [things] like meditation, and going from a deeper level than just surface-level stuff. I also do visualizations. So, I have different modalities that people can go in, based on what's comfortable for them. We also do stuff around confidence levels . . . from a social standpoint. So, I have courses that address those issues and concerns as well.”   To power her online courses, Monica uses LearnDash, which she highly recommends. “It's so easy to use, and they're constantly updating their . . . plugins, and their plugins are free. . . . It's easy for me to even update it. Sometimes I don't even wait for my VA. I just do it myself because I'm a techie person too. . . . It allows you to just click a button to determine what assets people have whether it's a course or . . . membership. So, it's great. I absolutely love it.”   Her coaching offers two packages: one for six months or one for a year. “We both know for a fact that a person doing one-on-one coaching for a month is not going to get what they need,” she said. “The leverage is not going to be the same.”   With her one-on-one coaching, her clients have access to the whole membership and are also able to select one of her big-ticket courses. If they want to start their own podcast, they have access to the podcast course. If they want to start their own online program, they have that course in there as well. Monica will be adding media publication training to her coaching next year. She also plans to add a SaaS product in the future.   Monica’s Passion: Life   Monica is passionate about life. She said, “Just based on my own experiences, I came from a life filled with abuse, neglect, sexual abuse, homelessness, teen [motherhood], etc. I've had people that know who I am now [say] ‘What? You actually went through all that?’ and I'm like ‘Yeah, that's what makes me who I am because I know what a rough start looks like.’”   “I spend a lot of time making sure people understand that your past doesn't have to be your future. It doesn't have to be what defines you. You make that decision yourself,” she said. “[So] I'm truly passionate about life and helping people grow.”   Monica’s Journey   Monica had never thought about being an entrepreneur. She had a difficult childhood, moving around about 20 times before she was 18 years old. “I just knew that I had a passion and a heart to help other people, [but] I didn't know what that looked like.” She thought maybe she could be a counselor or a therapist.   Monica started dispatching for 911, working in the emergency department. She saw people come in and have different stories. “People would just gravitate to me without realizing why and so I ended up going to school, getting my degree as a therapist.”   She found out about business coaching and learned it was another way to help people. “I went to school, got certified as a master level coach, and I started my own business. I loved it because I was like, ‘Wow, I can actually help people and also work for myself at the same time.’”   Monica had to put her business on hold when the Lord told her she needed to go into the military. “I literally had an argument with the Lord . . . [but] I finally said okay, let me just do what I'm supposed to do.”    “I was working with a lot of military active duty as well as their families,” Monica explained. “I was finding that I would help them get to a certain point because my specialty is trauma in the military, so I was helping them get to the point where they're ready to live their lives, they're transitioning out of the military, [and] I would take off my therapy hat and put on my business coaching hat. Once I left South Korea and came back to the States, I was like, ‘I'm going to start my coaching business again.’ That way I can help people from both ends, from the mental health side of the house, but also the business side of the house.”   Don’t Put All the Eggs in One Basket   When I asked Monica what her best monetization strategy is, she said, “I actually have several different avenues. I don't put all my eggs in one basket, and I believe in laying the foundation and building on top of it.”   She said she has a podcast course, online courses, and a membership site. She’s also on social media, but she doesn’t do Facebook ads or Facebook lives because it’s not her thing. She also works with newspapers and magazines, and she’s on lots of summits, getting asked to speak at a lot of different events. She also said, “Networking and collaborating [are] huge things for me, making sure that I'm around like-minded and like-hearted people, and then the money will come.”   “I provide value, and people automatically start messaging me and asking me [if] they can set up a consultation call. They ultimately end up becoming either a client or signing up for one of my programs. I'm not a salesy person; I'm just willing to be authentic, and I think that really helps people feel comfortable.”   Clubhouse   Monica talked with me about one tectonic shift that is a big one: social media. The latest social media statistics in 2021 show that the average person spends two hours and 25 minutes per day on social media (Source: Oberlo.com). As with other tectonic shifts, we can leverage the time people spend on social media.   Monica and I talked specifically about Clubhouse, which is an invitation-only social media app where users can communicate in voice chat rooms that accommodate groups of up to 5,000 people. The audio-only app hosts live discussions with opportunities for users to participate through speaking and listening (Source: Wikipedia.org).   Monica co-moderates several chat rooms in Clubhouse, and she is seeing how it is shifting how people do business. “You have high influence entrepreneurs that are seven-, eight-, nine-figure, even some 10-figure entrepreneurs that are on Clubhouse. They actually provide strategies and . . . value to people who follow them. They learn different things about them. They're providing free coaching. People are [direct messaging] them and connecting with them, signing up for their products and services.”   “Since I've been on Clubhouse,” Monica said, “I've gotten six high-end clients just from me having a room, and talking, and providing value. . . . In fact, before this podcast interview, I had somebody message me and ask me if I would be interested in being their coach. So they signed up for a consultation call for [the next day].”    “So, that's the kind of thing that I'm seeing happen in the business world: that people want to actually . . . know, like, and trust you, not just through email, but also just hearing you. That's what's great about Clubhouse; people can actually hear what you do. . . . I see Facebook ads kind of fading away. . . . On Clubhouse they actually get to hear you talk and hear your value based on the questions that they ask you, so people are already coming in with the mindset that they want to work with you.”   Helping Someone Sleep   Monica also shared a simple but meaningful story from her career. She had one of her high achiever clients reach out to her. This client wasn’t very sure what she wanted to do, and she was under a lot of stress. She hadn’t slept in over 38 hours because she was in her head and feeling overwhelmed and frustrated.    She got on a coaching session with Monica and told her about her frustration. “I'm smart,” she said. “I've owned a business before, and I know that I'm supposed to be a coach. This is my purpose. I just don't know what to do.”   By the time she got off the phone with Monica, she was feeling much better. She had a clear direction and a step-by-step strategy. She posted on Facebook that when she got off the phone with Monica, she was able to sleep like a baby.   “So, that was, to me, one of my favorite things that happened when she tagged me on Facebook,” Monica said. “It was just something as simple as . . . helping someone be able to sleep.”   Key Takeaways   Thank you so much Monica for sharing your stories and knowledge with us today. Here are some of my key takeaways from this episode:   In our membership sites, courses, and coaching, we should be providing continual value. We can also overdeliver as Monica does. Our past doesn’t have to define us. We can decide that for ourselves. We should diversify our monetization strategy and not put all our eggs in one basket. Apps like Clubhouse are causing tectonic shifts in how we do business. People want to hear from us through these kinds of apps.   Connect with Monica   If you enjoyed this interview and want to learn more about Monica or connect with her, you can find her on LinkedIn or visit her website at decidetomove.com.   Want to be a Better Digital Monetizer?   Did you like today’s episode? Then please follow these channels to receive free digital monetization content:   Get a free Monetization Assessment of your business Subscribe to the free Monetization eMagazine. Subscribe to the Monetization Nation YouTube channel. Subscribe to the Monetization Nation podcast on Apple Podcast, Google Podcasts, Spotify, or Stitcher.  Follow Monetization Nation on Instagram and Twitter.   Share Your Story    Do you have a membership site or course? If so, what strategies do you use to monetize them? Please join our private Monetization Nation Facebook group and share your insights with other digital monetizers.   Read at: https://monetizationnation.com/blog/membership-sites-courses-and-coaching/ 

Podcasts are becoming increasingly popular. 37% of the US population (104 million) listen to podcasts at least every month (Source: PodcastHosting.org). That’s millions of people we can reach every month. In today’s episode, Jeff Mendelson and I will discuss the benefits of running a podcast, along with tips for working with virtual assistants and communicating value in pricing.   Jeff Mendelson is the host of the One Big Tip podcast. He runs a full-service digital marketing agency where he works with developing comprehensive digital marketing campaigns for startups to establish businesses. He focuses on lead generation and ROI-based initiatives.    Jeff is based in Miami, Florida but works worldwide. He helps entrepreneurs conceptualize, develop, and then execute all-encompassing digital marketing strategies, sales funnels, paid campaigns, and getting the right people and disciplines in place. With over 15 years of continuous digital marketing experience in all formats, Jeff has a wealth of information on what works and what doesn't in the digital marketing space.   How Jeff’s Podcast Changed His Life   Jeff started his podcast in December 2019, taking the advice of Steve Larson to publish every day for a year and then see the change. “That's what I've been doing, and it's just been taking me in all kinds of great directions, [and I’ve had] all kinds of new revelations. I guess the biggest thing is that I'm just mad I didn't do this like five or 10 years ago, but I was just like, ‘Why do I need a podcast?’ . . . Now I'm all about it, and I'm ready to kill it and really help other people to do it as well.”   Benefits of a Podcast   Jeff explained that having a podcast is a great way to network. “There is no better networking tool, COVID-19 or not COVID-19,” Jeff said. With the many communication tools we have—Zoom, Microsoft teams, WhatsApp—the world is so small, and having a podcast is one way to find and connect with people all over the world using those communication tools.   Jeff said he was interviewed by a British guy located in Doha, Qatar, and they had a great interview. “I never would have met these people without [my podcast],” Jeff said.   A podcast can be a great way for people to thrive in a situation they can control. “I'm an introvert already,” Jeff explained. “I'm a wallflower at conventions. . . . but once I get in front of [the camera] . . . [I] can talk about this all day.”   Jeff also said podcasting is a great way to establish and control the conversation. It becomes a no-pressure invitation to speak with really interesting people we might not have spoken with otherwise. If we see someone at a shopping mall and try to talk to them, they might just ignore us, but most of the time people are a lot more willing to have a conversation with us if it is in a setting like a podcast.   When we invite someone to our show, we provide them with value. They get positive exposure to our audience with good reciprocity.   We can also have fun conversations. Jeff used the example of his video background, which has a lightsaber and some Star Wars figures on a shelf. He doesn’t mention it, but people often bring it up and they get to talk about Star Wars for a few minutes. “It's just a great connection tool,” Jeff said. We need to find ways to build connections with our guests and listeners. Personally, I wear shirts for some of my favorite movies and shows, some of my favorite sports teams, and some companies I have worked for in the past to help build connections.    Podcasts can also help you make higher connections. “Being a guest and also hosting people, you have a direct connection to the top. You interview the CEO of the company. You bypass all the gatekeepers, you bypass all the VPs, or directors, or whoever it is. You talk to the source of the information, and now you're connected with that person who knows you on a first-name basis. And that for me is mind-blowing.”   Tips for Effectively Working with a Virtual Assistant   A virtual assistant (VA) is an independent contractor who provides administrative services to clients while operating outside of the client's office. They typically operate from a home office but can access necessary files and documents remotely (Source: Investopedia).   I've been working with a team in India for more than 20 years and I love it. It's nice to be able to leave for the day and they work on it during the night. We usually overlap for an hour or two in the morning, and it's very effective. I love the work ethic, and I find that I can keep people on the team longer. These are just some of the benefits of having those remote teams.   Jeff has also worked with VAs for most of his career. “It's a little bit of a mindset shift,” Jeff said. “[But] it's really quite simple. I don't care whether you're across the street or halfway around the world, you are remote to me.” He views everyone as remote because, at the end of the day, they are all a four-inch square on a screen, and that's all he has to connect with them.   “When you lose that ability to have coffee with somebody . . . you need to be super clear. Overcommunicate. You just need to make sure that whatever it is going on in your head, whatever your wants and desires [are], . . . you have to be able to communicate it, and that does not matter whether you're working with someone in Argentina, in Ukraine, in India, the Philippines—doesn't matter. You have to be able to communicate.”   Once we figure out how to communicate with our VAs, the next step is to train them and give them work that is interesting to them and they can succeed in.    Jeff said the last thing we need to keep in mind with VAs is the time zone difference and how it affects our work. “These people are not going to be working the same 10 a.m. to 6 p.m. Eastern Time that you are. Someone in India, they're 10 hours ahead of me. So I have to make sure that I get in all of my requests before I shut down for the evening, and my requests . . . need to be clear enough that they can work independently because they are going to be doing this when it's two [or] three in the morning my time.”   To help us with our communication, we can use tools like Loom or ScreenFlow. We also need to make sure that we have standard operating procedures and that we train our VAs on them well.   Communicating Value in Pricing   Jeff said the biggest mistake he has made several times throughout his career is with pricing. “When you price something out,” Jeff said, “what you're trying to do is deliver a product that delivers more value to the person you're selling to [than] the amount of money they're going to pay you.”   In other words, what we’re giving them is worth more than what they’re paying. For example, if we build them one sale funnel that's guaranteed to make them a million dollars, we can’t accept $500 for it. That funnel is going to categorically change their life. If we underprice it to that point, they will think that it has no value or it won’t work.   “I've made that mistake maybe five or six times where I realized that I undervalued something, and, of course, part of that comes with experience,” Jeff said. “On the flip side of that, when you overcharge someone [it] can have the exact same effect.” If we overcharge someone, they’ll just say, “You're too expensive,” and find someone else. In these cases, it really teaches us to hone in on what we are worth and how much we can charge for a particular product. It also teaches us how to sell the value of our products and services well.   Part of pricing does come with experience, but we can also do our research. We can look at what our competitors are charging and see, based on our experience and value, what we should charge in relation to that. One of the most important things, though, is communicating our value. We need to make sure our customers know how much our products or services are worth.   Key Takeaways   Thank you so much Jeff for sharing your stories and knowledge with us today. Here are some of my key takeaways from this episode:   We can reach millions of people with podcasts. Podcast guests are a great way to network. Podcasts are also a great way to have conversations with people that we may not have been able to otherwise. We can interview and get to know CEOs instead of VPs or directors. When working with VAs, we need to overcommunicate, especially when there’s a big-time, difference. We can use tools to help us communicate effectively, as well as having standard operating procedures in place. Underpricing can make our product or service seem like it has no value. Overpricing can scare away potential customers. We should try to find a happy medium. With our pricing, we need to make sure we are accurately communicating our value.   Connect with Jeff   If you enjoyed this interview and want to learn more about Jeff or connect with him, you can find him on LinkedIn or visit his website jeffmendelson.com or his podcast’s website onebigtip.com.   Want to be a Better Digital Monetizer?   Did you like today’s episode? Then please follow these channels to receive free digital monetization content:   Get a free Monetization Assessment of your business Subscribe to the free Monetization eMagazine. Subscribe to the Monetization Nation YouTube channel. Subscribe to the Monetization Nation podcast on Apple Podcast, Google Podcasts, Spotify, or Stitcher.  Follow Monetization Nation on Instagram and Twitter.   Share Your Story  How could a podcast help your business? Please join our private Monetization Nation Facebook group and share your insights with other digital monetizers.   Read at: https://monetizationnation.com/blog/137-benefits-of-running-a-podcast/