How Local Businesses Are Flexing Social Media & Content During Crisis with Tricia Driscoll

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It's the age of technology! We live in an age that we have to stay updated with the news and connected with our friends. We live in an age where we order food through an app, and it has never been easier to put food on the table. And lastly, we live in an age where advertisements are viewed through scrolling up and down, helping us make a decision if we want something or not. How powerful the world has become! Such power the internet has given us, and what great power comes through social media!

Tricia Driscoll is a veteran, a mom, a wife, a social media marketing consultant, and owner of KO Integral Marketing and Knotty Origami. She designs and instructs jewelry and fiber art techniques, and also helps small business owners, non-profits, and solopreneurs develop their own e-commerce and social media processes using the lessons she has learned building her own e-commerce brand. Watch her as she gives us tips and tricks when it comes to the power of social media marketing.

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Here are so follow up questions I got to ask Tricia about! This lady is phenomenal.

How/why did you start your business? 
My background spans the military, information analysis, and eCommerce. All of those skills fused perfectly into marketing, and help inform the unique approaches to social media and marketing I employ for myself, and my clients.
 
What makes your business unique? 
I focus on social media and content processes that help you be efficient and effective using unique methods I've learned as a military officer and intelligence analyst, eCommerce business owner, and blogger.
 
What impact do you want to have in the world or change you want to see or make happen? 
I want to help people to master their content and processes, so they can do more than churn content. I want business owners to build rhythms and processes that work for their unique models so they can grow beyond the next social media post.
 
Are You Happy with your business, What makes you happy, And What Would You Change? 
I am happy with my business. My definition of happiness includes flexibility to be the mother and wife I want to be, while helping business owners, and growing my own business.
 
Did You Experience Failures? If So, What Did You Learn From Them 
I've experienced many failures. On a non-business level, I failed an air assault school when I was 19 years old. It was humiliating and devastating. I'd been given another chance to pass the qualifying obstacle course but failed the rope climb a second time. I burned my hands clinging to the rope all the way down. It was a slow display of my failure. I vowed to master the course the next time I went, and I made sure I got the assignment that put me at the same duty station at Ft Campbell, KY 2 years later. I trained my tail off. By that point, I'd dislocated my shoulder in a boxing accident and had to recover for half a year before I could even attempt to get up the rope on that obstacle course, and I'd broken ribs training for it, that had to heal. Oddly, I was told to go to the course, a mandatory course on the post to serve in a leadership position, a week before I was supposed to go. I was nervous but I had trained. And, when I went, I smoked it. That experience informed the way I approach failure. I lick my wounds, feel bad for myself for a second, and then I get to what I need to do to fix what went wrong. Even if there are obstacles in that process.
 
How Did You Handle Adversity And Doubt? 
At first, I question if there is truth to it. I do try to approach it objectively, and to try to assess where my own actions and thoughts need some adjustment. Sometimes, I call some trusted friends to vent, not necessarily to hear that it's ok but to just get it out. I usually end up thinking hard about what is making me feel that way. If the adversity is external, and I realize that I've done all I can to lessen friction, I do consider whether or not a situation has gone toxic. And, if it has, I generally aim to remove myself from the toxicity.
 
How Do You Plan On Growing Your Business? 
I do. I'd like to grow my business further in the speaking realm. I currently guest lectures at George Washington University on business and social media topics and really enjoy that.
 
Do you think self-love and trust are important in running a successful business? Why? 
I do. It's harder to implement than it sounds. Trusting your own decisions fully, especially when there are so many opinions about how you are doing things, how you are growing, why you make the choices you make- it can lead to self-doubt and questioning. Learning to stand in your decisions with clarity is not something that I feel comes easily to most.
 
What advice would you give someone interested in starting their own business? 
Just take the first step. Write your first blog post. Buy your first domain name. When you are a seasoned business owner, there is always an up-level, and someone doing more, better. So, just start. Don't wait until it's all perfect and laid out. Figure out what you're about, what you want to offer, and JUST START. Things will change as you flex and learn. It's a great process!
 
 
 If you would rather read the interview, feel free to check out the full transcription below!
 
Transcript:
Jacquelyn: (00:01)
Hello everyone. Thank you so much for tuning into your intuitive healing podcast for the enlightened entrepreneur. I am so excited for today's, podcast because we are going to be having Trisha Driscoll on and she is the owner of KO integral marketing and she is brilliant with all of her, um, really unique ways of getting out in front of your client, giving the best client experiences. And not only that, but we're going to talk today about how to pivot what you have been doing in your business for now for we're recording this during a COVID -19 crazy outbreak and we wanted to give you some really great ideas of how to start thinking differently, how to pivot your marketing so that you can continue to move forward with your business. I am really, really excited to have you on today and for those of you who don't know me, I am Jacqueline Rodriguez, your intuitive healing business coach.

Jacquelyn: (01:07)
And I also own a holistic hair and makeup salon called enlightened styles. And my mission has been to really come out here, help women step out of the fears of entrepreneurship, and start stepping into self-love and self-trust so that they can co-create business and a life that they have truly been desiring and that they're worthy of. So I want to bring beautiful, amazing, talented women to the stage. Interview them, let them give you the information that's going to help you move your business forward and start stepping out of that fear and into love and trust. So, without further ado, I'm going to bring one, Trisha now.

Tricia: (01:56)
Hello. Hi, Tricia. Welcome. Thank you so much for being here today. Well, thank you for having me. It's always exciting to be able to chat with you and talk with you. You're so brilliant at all this business stuff. So I'm thrilled to be here.

Jacquelyn: (02:12)
Well, I am, I always love our conversations and we have amazing conversations on so many different things, but your specialty and expertise are all about marketing.

Tricia: (02:23)
So tell me about your business. Well, I own Ko integral marketing and it's a, um, it specializes in social media management consulting and strategy. Um, and, and dovetailed with that is helping people master their content. So, um, that can be a very big challenge for a lot of people that, especially solopreneurs mompreneurs, uh, people that are trying to do so many things alone because they haven't scaled yet. They haven't figured out how to delegate that stuff yet either financially, maybe they have a mental thing going on, which is why you exist to help people, food, things like that. Um, so when you have a lot going on, um, figuring out how to put out quality, service-oriented content that your audience cares about, that's where I try to help people not become so consumed by it. And so that they can fill their social media strategy in a way that is viable, flexible, and meaningful. And that in turn we hope and we aim for results. And that is in the form of conversions and sales and leads. And so, uh, that's, that's really where my passion is and that's what I try to do for the people I work with.

Jacquelyn: (03:44)
And I absolutely love what you do. And I know your passion behind all of this is unlike anyone else's. I mean, I have been in the business for a long time and we have worked together and you helped me get my business up and running. And you know, the marketing piece, it's so important. We cannot like just push that off to the side. But I love how you tapped on either allowing others to do it for you, getting over that mental block because it truly is the best thing that you can do for your business to start scaling it. And so that you can step into that, that role of being the owner. If we're going to own a business, we want to be the owners, right? Um, and not just try to do 50 million different things. I know for many years I wore all the hats and then I had a breakthrough and said, okay, I'm done wearing all the hats. I'm going to let an expert come in and take over that role. And man, the results that I saw were amazing because when you let someone who knows what they're doing actually do their job, it's worth every, every, every penny.

Tricia: (05:00)
Yes. And that's the one thing I can say about you having worked with you and just being your friend for all these years is that, um, you're not afraid to step into a new risk if you feel like it's going to further your vision. And one thing that I, I've noticed that you always have that really benefits people as you have very strong clarity and because you have that clarity, you're able to determine who the best person is to try to help you push forward. And that is, that is something that I can't say is, um, common. You know, I don't know that many people that have that kind of clarity, which is why I definitely endorse you to help people with their business strategy because, um, I've been on both this, the observing side, but also working with you. So, and, and I can say that when you had a lot of people moving, a lot of moving parts outside of yourself, you provided the vision.

Tricia: (05:54)
But then we had great results because you have a lot of different people doing the things that they were excellent at. And um, yeah, so that was my big takeaway, uh, when, uh, working, you know, in your, as part of your team. Well, thank you so much a lot to me because I had those same worries for years. I did all the things I didn't have enough money is one of the limiting stories and I, you know, I could do it better. Nobody could do it like me. It was another limiting story. I really had to change those things and start getting away from those stories that were holding me back. And once I did, it was like the floodgates just opened and my business really started taking shape in the way that I really, really wanted it. Yes. But that's what we're here really to talk about today of how-to, you know, especially in these times, I know that we have a lot of stories around what's happening.

Tricia: (06:57)
You know, what businesses are scared, business owners are scared and I know that it can be extremely scary, but as a multiple business owner myself, and you are too, it is, you're able to get over this and we're going to be okay. But for marketing, we can make a few shifts and changes to start really moving the ball forward. And I'll let you take over for that. Okay. Well, I think that the greatest, uh, the thing that I found that has fascinated me with this pandemic is that people are remarkably capable of shifting, adapting, learning. And when I say that I'm not just talking about business owners, I have an 11-year-old child who I probably definitely underestimated his ability to learn how to play guitar via zoom. When the video was freezing, he was able to learn how to improve his guitar skills strictly through an audio feed.

Tricia: (08:03)
Um, that to me is incredible. And if we look at that small little microcosmic example and we look at what businesses have to do and how we have to network and put our message out, it has definitely given everyone, I think an appreciation for how important virtual connection is. And for any business that really relied only on word of mouth and it is powerful, you know, shaking a hand, having one-on-one in person. We all know that that is really one of the most powerful things you can do to build a relationship. When we couldn't do that anymore, the businesses that, that did not have a website or a Facebook page or an Instagram profile or LinkedIn profile, they felt immediately cut off. And I know because I had not just businesses reach out to me asking during the pandemic, is this the time for me to create, should I create my page now?

Tricia: (09:04)
And, and you know, when you talk to a social media manager or strategist, we never just say, just throw a page up. There's a lot that goes into building your page out properly. Um, and so there was, there were some nuances there about how to help them because yes, right now you need a page, how you construct that, and how you message it. Um, and how you leverage it. If you're going to start running ads, which you're going to have to start doing right now. Um, but do you know how to do that? Do you know how to do that and not lose your ad account? Like there's a lot of nuances here where people need, and so what this showed was that yes, if you have not started connecting with people online, digital marketing is going to save that connection to your audience, your potential customers, to the wider, to cold audiences you've never reached before.

Tricia: (09:56)
If you don't have it right now, then you need to start developing it because as painful as this pandemic has been. You know, we don't know if this is the last time that we have to rely on the virtual connection. So this is the time to adapt the lessons learned in the army. Uh, which, you know, I have a background in that we always, after every single thing, we did an after-action review in AR and we captured in solid detail lessons learned. They even have a center for army lessons learned. And the idea is that everybody learns from that. And that's what we all need to be doing right now. And that's what I hope to convey is some of the lessons we've learned so far.

Jacquelyn: (10:39)
I think that is so powerful. Well, and, and I know some of you know, the people listening, they may already have a virtual um, business, but they still were, you know, stagnant on what to do now because it's a completely different thing you're looking at whether you're supposed to sell, not sell, what do you sell now? You know, different things like that. But also the brick and mortars who, you know, didn't have those websites, didn't have any way of converting and talking to their clients. I think that that is so important right now to start changing the way. And I mean, I own a hair salon. I can't cut hair from my computer. That's a whole different story. So my business kind of holds it in that sense. Yes. But because I had, you know, a website and because we have social media, I'm able still to connect to all my clients, offer them products online. Like we really had to start thinking outside of the box and think about how we're going to serve our clients from here out

Tricia: (11:54)
because it's going to change. Yes. And I think that that this is something that so many people need to hear. Um, and I love to, I can't wait to hear all the things that you're going to tell us to do. Well, good. And I think one of my favorite quotes is, um, by a man named Christopher Mims and it, he said, nothing begets creativity like constraints. And if we think about these massive restrictions that are like physical restrictions, but also the more like socioeconomic considerations, we're kind of restricted in our messaging. We have to make sure we're sensitive. We have to make sure that we're timely and that we're appropriate, um, and inclusive. Um, and, um, all of these constraints have really led to really interesting offers, really interesting partnerships, beautiful podcasts, and content like this that will help people in the future if we ever go through this again.

Tricia: (12:56)
Um, so I think that that's the greatest thing that we can remember is to not get bogged down by the negativity and it's okay. And I know you would tell people you got to feel that, go ahead, fill it, you know, sit in that. But to also look at, you know, where is this going to lead us? That's going to take us even further than without this constraint, we would have never achieved that. So to find that silver lining. Um, but I love that quote. Nothing begets creativity, like constraints. Uh, I love it too. And I am, I completely feel that because even though I'm super creative and I've always thought outside of the box, being constrained at home has me even thinking more out of the box. And it's pushed me to like push those envelopes and really think about how I can shift and adjust.

Tricia: (13:50)
And it's going with the flow. Like you gotta go with the flow and things can be scary, but it's going to push you into this beautiful new world that if you embrace it, it can truly, um, push you into a whole nother level of business that may serve you even better. Oh yes. I mean, a simple example, I'm going to use a, a, a domestic example. I looked at how brilliantly are, um, the guitar lessons, the band lessons were being run for my child. They had not been doing that. They now have an entirely new wing of potential monetization by being able to reach people all over the world to do what they're doing because they're doing it so effectively by using virtual tools. And that's simple as the simple constraint hat role, complex constraint really has led this entire new stream of income potential.

Tricia: (14:55)
Um, and that's really, I think where we need to consider the value of social media, what it can do and just digital marketing and what it can do and the tools that we use. Yeah, for sure. So what other things can our listeners do to start bringing some of that on into their own business? Well, I think, uh, I have a much larger talk about this and it can get really kind of intense and long and I will be offering a webinar and I'll make sure that you know when that is, um, where we can kind of go into everything. But what I wanted to hit today was a new way to think about content, especially content during the pandemic. And it's very common if you ask somebody, so what kind of content do you produce? What types of content? And I'll say, well, I do video, I do like video, I put up photos, I do posts and I share links.

Tricia: (15:53)
But what I'm talking about is to think about it even more deeply than that. And so during the pandemic, what's very important is connective content, immersive interactive content. Okay. And there are a few ways we can go about to, um, really try to draw a finger to the screen to interact or to keep eyeballs and ears in your content. Okay. There are a few things that we need to consider. Um, and so the first type of content that I feel is most important is immersive content. Okay? I'm going to talk about the importance during this, uh, during periods of crisis and uncertainty about why user-generated content is so important. Why partnering your content with other people like we are right now, you and I are partnering our content, we're sharing our audiences and in lending our equity to each other. Um, and then also immersive content.

Tricia: (16:52)
So let's start with that. So when we, when we look at bringing awareness to something that we're doing, um, a lot of times it's two dimensional. It's a picture, a beautiful picture, hopefully, a valuable, beautiful picture that's well-composed, right? You're really good at this. Um, or a great caption, you know, great copywriting. You know, that's very two dimensional. It's letting people know what's going on. We want to go more three dimensional, we want to go much deeper into the content. So how are some ways that we can do that? Well, the first thing that you need to consider and what I recommend everybody do, that whether you're in the pandemic or not, but it's especially relevant right now, is to make a list of at least 10 questions that are relevant to your audience. They're not, yes, no questions. We're going to save that for the polls.

Tricia: (17:44)
Okay. But we're going to, we're going to create 10 relevant questions. And let me give you an example. One, I'm a marketer, I work in marketing. A good question that I would ask people in my audience is, what are some of the best marketing or business building books you've ever read? It requires people to give their input. It's valuable input. It's relevant to everybody in my audience. I run a page for a sushi restaurant. So some of the questions that we've asked there are, um, in polls, which are more, you know, limited, but you know, do you like raw fish or do you like to cook fish? It's a simple question, but it lets us know our audience better. Our audience is interested in that topic. A person that's into hot dogs and burgers isn't interested, but that's not who I'm trying to reach. That's not who we're trying to sell to.

Tricia: (18:35)
So think of the right, make a list. If you do nothing by the end of this, have at least a list of 10 questions and whatever your posting rhythm, whether it's two, whether your strategy requires you post three, five, seven times a week, everybody's a little bit different based on what they can sustain in a value-added way where they're not just posting to post, but they're posting valuable content. Um, then you trickle those questions out so that you are not short on content, but that you can still interact with your audience. That's the most basic type of caption. There's a difference between a caption that just tells people something and a caption that draws an interaction that's valuable to everybody else in your audience, including you. Okay? So then within that, what I recommend is to identify which of these and are most pages are actually an offer page.

Tricia: (19:27)
I run. You only have two options. It'd be great to be able to give lots of different options. But when you have a poll, identify which of those questions can actually be a fun poll that you can actually attach graphics to or short video to and you're on. Don't underestimate how much your audience craves that kind of interaction, especially right now. It's entertaining. Um, it's a little escapist and people need an escape right now. So those are two very basic examples. Now, live video, everybody knows that live video is highly rewarded by the Facebook algorithm. It's not to say that doing the prerecorded video that's interesting to people that you've maybe also embedded in other places can't do really, really well because it can. But lie video is the way that we can most closely replicate the handshake that happens or the hug that happens in a, in a salon or our restaurant.

Tricia: (20:25)
So immersive content is that live video where you have that back and forth, that's a that's an a that's um, gives you the ability to answer questions directly that gives you the ability to get to know people better. And the next type of immersive content is very tactile. And this is what I'm talking about when I say we want to bring fingers to the screen, we want to bring clicks, the mouse, right? I'm not talking about clickbait, that's a whole other thing. And it's a terrible thing and we don't want to do that, right? We don't want to spam people, but using things as simple as a 3d photo by taking the images in portrait mode so that you can then have people, you know, move their phone around and play with the image to see what, you know, see what it looks like in three.

Tricia: (21:10)
That sounds so simple, but that is an example of immersive content and it's a richer photo. Um, if it's done well, definitely test it. Sometimes it can be a little wonky, don't post it. But then another one that I love that I use, um, for the brick and mortar businesses I support is I love using three 60 photos. And what I like to do is kind of do tours of the rooms, tours behind the counter. You could do this in your salon. You know, I love to use it, and I'll give you a tip here. You can use a, a great service like three 60 occipital, um, it's called. Um, if you just Google occipital, um, photo, then this option will come up and, and uh, it's a great service that you can provide in your content. It's immersive. And then the next, and this is something that you use a lot, um, this is not necessarily tactile.

Tricia: (22:08)
It's we know the value of storytelling. We know the value of longer captions on Instagram, which for the average captions as of 2020 or 405 characters, it's a lot of five words for five characters. It's still much longer than it used to be. You know, Instagram captions used to be super short. Now they're longer because it lets people get to know your story. But how do we go deeper than a story? Well, we show behind the scenes content. We do that in our stories, our actual stories, the ephemeral content in our profiles. But we also do it in our actual postings. Now, if you have a strict kind of aesthetic in your Instagram grid-like many people do, that's what the stories are for. But also that's what your other platforms are for. If you don't have this really strict visually, um, restrictive aesthetic in your grid on Instagram, like if you don't have that, then you might be able to post things there.

Tricia: (23:11)
But if you do that, move it over to LinkedIn, move it over to Facebook, show the behind the scenes there. And then this is my favorite part of immersive content. Telling the story about that story, telling more in deeper about the story, and examples of this would be, I'll give a very personal example. Um, in my business, I love to highlight what great things that other people are doing. I had a great experience with a target cashier who is 89 old. All I knew about him was he was 89. He was on it. He was amazing and we had this fun banter. I shared it, it kind of went, you know, it kind of way Northern Virginia viral, right? Another publication caught wind of it and wanted it to be highlighted. So I was able to schedule an interview with him and I was able to collect six pages of notes of his brilliant, brilliant life story.

Tricia: (24:14)
Um, and then I was able to highlight that, talk more about it, speak with his family members, get more deep information from his family members. And then I was able to share that with my audience and their audience. That is what I'm talking about, the story behind the story. The Washington Post does this where the reporters will tell a story and then they do a story about what it took to get the story. Okay. So this is immersive. This is rewarding. This is taking interest that they already have exhibited your audience and rewarding it with even more information and making them not necessarily bounce off. You know, we have bounce rate when we're talking about like Google statistics on our website that exists on Facebook too. If you're not interesting, they're bouncing off your podcast or they're bouncing off your video or they're bouncing off your, your story, your captions.

Tricia: (25:09)
Um, what our goal is to create immersive content that immerses the person into that content. And then there are other types of immersive content that urn is accessible to most businesses unless they have massive marketing budgets. But let's hold out the hope that it will become more democratized and available. Things like artificial reality, virtual artificial reality, virtual reality type things. I think about support and how you're able to go in and put the makeup on or Wayfair and you're able to stick the rug in your kitchen. Like that's immersive. And that also is high, I did that. I bought Ray-ban sunglasses because I could put them on my face and see that. And it led to conversion because I could see that it fit the proportions in my face. Ideally, this will become more available to us. So let's keep that in mind as immersive content that we want to pursue as our budgets grow.

Tricia: (26:01)
But also as that type of content becomes more universally available to content creators, like all of us, if you're a business owner, you're a content creator. So, um, that's, that's the first type of content is immersive content. I want people to think about content differently. I hope that hopes, I hope that helps you consider when people say, well, what kind of content do you make? You know, am I doing these things? You know this is the type of content that really draws connection, um, with your audience. I think is so wonderful that you went there because it is thinking outside of the box. And when we do think about a post, and I know is how I used

Jacquelyn: (26:44)
to think, it's like, okay, just I'm putting something out there. Let me just throw up something. Okay, so I'm supposed to get personal, okay, here's a picture of me, you know, a selfie. But there's no interaction and all of that. And one of the things I love is storytelling. People need to know like if you are running your own business, they want to know about you. They want to know behind the scenes and they want to know more. But not only just about you but people around you. That's why I was so just, you know, wanting to put this podcast together because I know amazing women like yourself and being able to bring that forward and help grow a community because it's not just about us. The more we can bring other people into it and create those partnerships, that's when you really start getting rewarded. Not with only people seeing your content, but with growing and sharing and you know, putting that love that you have for your business out there with other people, which is huge. And that can like push your business so much further and you're really thinking outside of the box everything you said.

Tricia: (28:01)
Thank you. And I always hope that it's a different, um, perspective. You know, there's, there are so many and many of them are my dearest friends there. There are so many people that market, you know, and, and what we need to do is always look at what's the new way to look at things. And I hope that, um, people can look at content differently. Um, and you know, this is something, you know, when it comes to immersive content, that's something that I kind of pulled together by just sit. When I go through my analytics and my insights and the analytics and insights of my clients and somethings doing really well, I really try to highlight and pinpoint what all is happening, what trends exist that this checks all those boxes on so that we can do more of that. You know, and that's what you need to do if you're your own social media manager.

Tricia: (28:55)
If you're, you're, if you're the business owner doing it for yourself, okay. Um, what is working and what is not working? And the two other things that I really, and they're kind of related because really they are executed in the same way as you. Just different types of people are doing these things. Um, the other, the other two types of content that really do well, they are user-generated content during this pandemic because it shows not only that people have patronized the business and the services and products, but many, but what's really valuable are the people that have continued to patronize the business and are showing that social and virtual credibility within their own those circles that you would normally have to pay to try to pinpoint. And even then, I'm going to use an army analogy. There's no direct-fire weapon to get you there unless you're really set up to remarket to those IP addresses.

Tricia: (29:58)
And that's a whole other zoom. That's a whole other conversation. We're not going to go there right now. If you have any questions about that, we can get there. But there are very few assurances that you're going to reach all those people that see that user-generated content, that that content, that a user of your product or service has shared either in a photo, preferably public, where they tagged you. Um, a video, a caption, a check-in, a review on Yelp or Google or Yahoo, or the Facebook page or LinkedIn, it doesn't matter. You can repurpose all of that. It's gold. And the reason its gold is that social media managers, like me, marketers, business owners, they are worried about other things. They're building content. I had to build out so many new courses and lectures during this thing to reflect what's going on now.

Tricia: (30:52)
Do you know? And that's just me. I mean, business owners are trying to figure out how they're going to get their fish. How are they gonna, how are they going to deliver when door dash is down? How are they going to do these things? So what user-generated content does is it doesn't just give them credit that they so desperately need right now. It gives them content, it gives them content that they can immediately share or program into an editorial calendar so that they can put their hands up and focus on the sales and the business building. Because there's a difference between marketing and sales and there's a difference and they, they're related. They help each other. But there's a difference also between building out new business operations in a crisis in marketing all the time. And a mistake that many people do is they can Mark it all day long and feel like they're working hard and their business and really they haven't done the things that they need to do in their business.

Tricia: (31:49)
And people like you who are super smart, you've hired extra people to do that. Not everybody is in that position. We just have to be honest about that. So many people are there and so, so user-generated content. Think about that. Think about yourself as a consumer, how you can help any business that you're patronizing. How can you help them by just simply sharing that content, letting people in your circles know about it? That is brilliant. I can tell you that the few times that I as a consumer in some posts I would tag multiple names and businesses talk about how much I loved that product. And then in my messenger, my messenger inbox that day, they'd say, Oh my gosh, Oh my gosh, I've got so many sales from that. And I tell them this rocket science, this is marketing. Okay, I know that this is powerful.

Tricia: (32:45)
You must know this is powerful. You must know that your voice is powerful. Do not waste any user-generated content, okay? Even if it doesn't fit your aesthetic even cause you have a very specific aesthetic, it might not fit but assures it'll fit in your stories. You can thank people like, so I'm doing a lot of talking here so that I'm only on number two, but to me, I want everybody to understand how powerful that is. That has become a cornerstone of, we've taken, we've taken reviews from a year ago and we've programmed them out to show what we can offer in, in some of the client accounts that we have. And we're able to those people that are tagged in that they're resharing that it's revisiting those audiences, even if it's evergreen, it's still relevant. So we're repurposing that. So just hold onto that, index it, capture it, thank them for it, respond to it, reshare it where you can.

Tricia: (33:46)
I think that that is really, um, important right now because like you said, most of like, I have people helping me. I've gotten to that point now, but back when I didn't, and honestly, even right now I have someone helping me with the enlightened styles. Um, social media. We're going back and we're reusing photos from a beautiful wedding that we tag the bride, we tagged the photographer and we're bringing those back up because they're relevant still. And we're looking at them saying, you know, we were missing our brides because a lot of brides have had to move their days. So being able to use that and repurpose it makes it so that you can continue to do your job. Yes. As a business owner, we cannot sit there and market all day. We can bring in when I don't do that. Yeah, you got to make it easy and you got to take some of that stress off of yourself.

Tricia: (34:47)
Right? You got to step out of the fear of, you know, a lot of us think that it's so hard to get a whole calendar a monthly calendar of social media, but if you start repurposing things, making things evergreen, bringing things back up and just using your story of what you're using, how you're, you know, interacting and how you're living day to day now, especially during this time. Make it easy on yourself. If this doesn't have to be really hard, it's just thinking out of the box and working smarter, right? Not harder because you still need to continue to connect with your audience. There is an algorithmic penalty when you become very laissez Faire and hands-off with your account. That is not something you can afford to do right now. After all, you don't want to have to retrain the algorithm to get your content into feeds because you're no longer interacting with people.

Tricia: (35:44)
So you're giving the algorithm what it needs, but you're still giving it tried, tested, valuable content. We know that this is sound content. We know that it is, it is incentivized for it to be shared and engaged with. We know that it gives us more credibility in, right now we're talking about evergreen repurpose content from the past where people were users validated the use of our product. But now when people actually do patronize your business, if they can your coaching clients, for instance, my marketing clients, um, our restaurant clients, real estate clients, you know, we then make sure that we reward that, that, that, um, those, those publishing, um, efforts by them. Because if we don't, we also disincentivize future shares about our products, right? So we, this is very valid. It's about repurposing, user-generated content. It's also about valuing and resharing all of the content that you received.

Tricia: (36:49)
Um, and if it's if you have some aesthetic limitations and things aren't like the perfect way for your particular aesthetic, then there are still ways that you can share that and thank that person and um, still find value in that. So, um, so that, that has been one of the biggest takeaways. There's so many, and I want to reiterate, we're only talking about content right now. There are so many other trends to talk about. We don't have like, you know, some of these are three-hour lectures that I give to MBA students. So, um, what I would invite is if we don't hit on something and you're like, well, she missed this or we didn't talk about that, then head on over to the Kao interval marketing page. You can send messenger comments to me. We'll talk. Um, we can, um, or you know, you'll probably find a covered somewhere in that content, but we're talking about types of content that you can flex right now.

Tricia: (37:40)
That's the focus of this particular, um, broadcast. So yeah, because let's face it, I mean, how many years do you have to learn how to do marketing? This is something we could talk about first. And I know just in some of our private conversations like this stuff too, like it's, it's awesome and I love learning and growing with it, but right now we're just hitting a little piece and that does not mean that we can't just have you back on the show. Oh, well, so many things. I'll let you know. No, I didn't mean to interrupt you. Let me know when to have the webinar where I have the, you know, all of the types of content that we're flexing right now. But the biggest concern I've heard from people is, Oh my gosh, I've got to create content. Oh my gosh, I don't have any content.

Tricia: (38:27)
You know, and you know, there are ways to stay connected. There are ways to give the algorithm what it needs. There are ways I can say honestly, that the accounts that I manage, we actually have more interaction, more reach right now because we're D we're diving into these things. We're diving into the polls and the immersion. I got to tell you, we, um, I put up one mean the other day, I saw I test things on my personal profile and if it does really well, I know this is a great interactive piece of content. And I had asked, you know, my guarantee name, I had like a picture from like some apocalyptic movie. It was kind of disturbing actually. It was like, and it was uh, you know the last meal you ate and your high school mascot. I'm not kidding. I have like 200 brilliant.

Tricia: (39:16)
There was like, you know, I think and all this other crazy stuff. So we converted that, we converted that magic, that magic interaction. Right. And we applied it to your co, your restaurant guarantee name is the last thing you ate at our restaurant plus your high school mascot. And so it brought, all these people were coming in and think they were aware is there was like bulgogi surfer or something like that. It was hilarious, you know, and I was like, you know, your, your mascot was a server and it started all this conversation. And then the beautiful thing is the audience, other surfers were like, where was that? And the audience started interacting with each other. And oftentimes this is stuff you see in groups in more private. And that's a whole other trend that I don't know if we're going to get to, but this is, that happened on a public page.

Tricia: (40:13)
We're not even talking about going into private ecosystems like groups and stories and messenger, which is also very important right now. But look at what's working for you. Use that as the litmus test, modify it so that it works for the business that you either represent or your own business. And I've been telling you that was gold. I shared that with my marketing friends. I said, guys, this is gold. Like within seconds of posting it, we had like just comments, just filling. Um, how can you modify? You're already turning of how I'm going to put that in. And then the coaching, we're doing it. Oh yeah. I mean, so that's what I use my experience as the benchmark from which we deviate for the business. And I go, okay, this, this bombed. Totally bombed, you know, or this was really effective. How can we flex this? I use the word flex a lot because it's, it's really what we have to do. The pivot, I mean, you use the word pivot, you know, we're, and, and uh, and so that's just one example of something that really worked and it's a little escapist. It's a little silly, but my gosh, it was so awesome and the interaction was awesome, and watching people talk to each other was awesome. Um, and that's really what we want.

Jacquelyn: (41:34)
Well, and I [inaudible]

Tricia: (41:35)
we're an endemic, our engagement is up and sales are still there, um, for my clients. So, um, take that and think about, you know, how can I adjust something like that for my own business.

Jacquelyn: (41:47)
I love that and I definitely, you're going to be seeing it later on my page. I think right now we also have to remember a lot of us, especially business owners, I have a lot of business owner friends who, they're either out there and they're really, you know, going with the flow. Some have retreated because they just don't know what to do. Forget that all of your clients are there. They have nothing better to do. Like I've seen so many pictures of people like, you know, every single family member is on their phones or a device. We can take advantage of that. Not in a greedy take advantage way, but this is the time we can connect and we can talk and share things. And really, I mean, because as any business owner, what's the most important thing is your relationship with your clients. Because if we're just in it for money or we're just in it for, you know, sales that are so obvious right now is the time to really connect and show people you're there, you love them, you care for them, and that you appreciate them. Yes. Right.

Tricia: (43:01)
And I think a lot of people, the first thing that happened, and I wrote a blog post about this, um, as marketers, we think in terms of, um, real, I mean it's marketing jargon. You know, we think in terms of, you know, building awareness, generating leads, nurturing leads, making sales, building advocates, right? But you know, business owners, they think in those terms too. And there was a lot of guilt. I feel that I heard from my clients that had said, and I even heard this from people, people that owned boutiques, I own a boutique, I own a jewelry boutique. Um, and they'd say, well, I don't feel like what I offer is valuable. I feel like it's not the right time to push luxury items. I feel like it's insensitive. I feel like that's greedy. I don't feel like I should be trying to generate leads.

Tricia: (43:52)
And my answer was this. And I did a recent post, on Facebook when I went because it was Easter time and people were ordering things from my young entrepreneur, children to fill Easter baskets. They were ordering things from me to give to their wives, you know, as I made jewelry. And, um, and I had my mask on and I had the plastic between me and the postal worker. And I said, you know, one thing I've learned is that the one thing people want right now is joy. And if what you offer brings joy, maybe it's more cosmetics cause you to make some beautiful cosmetics. I love my cappuccinos. Scented lip gloss from more cosmetics by hand. And um, if you get that in your inbox, maybe that's the pick me up. You need maybe retail therapy. Maybe that's something you need to after this is over, go, well why did I need so much retail therapy? That's a whole other thing you got to dive into. But right now, um, you know that that is valuable. That is something, even if it is a luxury item that people think it is something that you still can offer people to solve a problem, it's still a problem that needs to be solved.

Jacquelyn: (44:58)
Remember that you cannot speak for others. Yes, everybody values something different. I personally, one of those stories that play over and over again in most entrepreneurs' minds is that this is not the right time. People can't afford it. They're not, don't put your stories on your clients. It is so important for you to actually be there. Because I could say the same thing. I mean coaching or you know, my products, my makeup, and my hair products, but if I'm not there to service them, then not only am I missing an opportunity but then they have to go elsewhere to find something that they don't even really want. I mean, if you look at it, you know, my hair products, they're organic, clean hair products. If I did not offer that to them, then they'd be running to Walmart or wherever they could get products from and we have to remember that it's not our job to put that story into our clientele, you know, into their mouths because here are the facts.

Jacquelyn: (46:08)
They don't want it. They're not going to buy it unless you're out there, which is never okay to go out there and be like, hi, my stuff's like you're not posting that kind of stuff. We're doing real-life relationship building. Yes. When you find something that you know is going to help somebody or like you said, bring them joy. Yeah. We don't need to buy jewelry right now. We don't need to go buy clothes. I did some joy shopping. I made a few purchases because I just needed to not think about things. Yes, that is a service. Yeah. And as if you were my best friend and I'm telling you about this beautiful product that's not me being pushy or anything like that, we have to remember that you either choose to buy it or you don't. And that's okay too, but you're doing a disservice to your clients if you don't show up. If you don't sell them your products because so many want them and need them right now.

Tricia: (47:17)
And the last thing, and I didn't get to partnering content and really I'm just going to get to because I knew that we're getting close to the end of time, basically user-generated content. Think of all those ways you can tag, mention people and think of what we're doing right now where you're partnered with somebody else. Maybe you're in a zoom networking meeting and you can tag those people. Definitely don't do it if they're not relevant to that content. That's called spam. We don't like that. Um, but that's just another, all the same, benefits that you get would use generated content. You do with this, but what I want to hit on with what you're saying is, um, it is okay to continue to promote run ads. I get that question a lot. Can I run an ad? Now? Of course, you can run an ad.

Tricia: (47:57)
You should be running ads now to let people know to reach out further than you can run, um, normally, um, by not running an ad because you're relying on your organic page. Of course, you can promote it. I'm going to give you an example. I signed up for the one year of the digital marketing lab. They did they generate a lead? Did they make me give my email? Sure they did. Did I get a month of amazing content that I could look at my leisure? Yes, I did. Um, you as a business owner can, help people move from a place of service and empathy. You can, you can give away some information to help people. Like, I won't lie, I have done a lot more free consulting in the last month with joy without any expectation of payment. Not even hoping that they're going to become, you know, I'm not hoping that they become future clients.

Tricia: (48:45)
I want them to still be in business when this is over. So I come from that place. So I've done a whole lot of zooms helping people install pixels and do things to troubleshoot, to make sure that they're there when this is over. Um, but am I still offering some products and resources and asking people so that I can contact them in the future? Is that okay? Yes, that's okay. You can do that if you have something, if you have a free meditation, Jacqueline, and I know you do to ask for an email and exchange, but you're still giving value, you're still helping people. And that has been a huge mental block, a huge, and this is really your area of expertise here. You know, I'm a process person, you know, but like I just, I've had to really reiterate that to people that it is okay to generate leads. It is okay to run an ad. It is okay to continue to smell the thing that is your livelihood. You don't need to sacrifice your livelihood out of guilt that what you offer is not valuable because it's valuable to somebody. You know I got, what did I get? I redid my downstairs bathroom and I got some signage and like a reef and I was very happy. Like it was very valuable to me. You know, during this I'm stuck in that bathroom for the next, God knows June 10th please don't arrest me.

Tricia: (50:12)
I'm doing all kinds of things and that's what I look at too. I'm on Pinterest, I'm on sites trying to buy things and I'm trying to buy local right now. Yes. Because we need to support our local people. Cause like what you said. So we

Jacquelyn: (50:28)
want these businesses to be open when the salt comes around. Yes. You want to support, and you touched on this before, if you can't buy it because you can't afford to leave a review, you partner with somebody, share their content. Let's support one another. Again, this all goes back to,

Tricia: (50:47)
you know, cause

Jacquelyn: (50:48)
you got to work from your heart. Yes. Everything we're doing. Yes, I'm doing this free podcast. This is not for me to make money off of. This is for me to highlight people and to stay relevant and help my people. Do I have a course opening up? Yes, I do. And I want people to be there. But you know, those are things like, cause right now is the time to start focusing on those because everybody has more time. Everybody needs something to keep themselves busy. And if it means pushing their business forward or bringing them joy

Tricia: (51:24)
or you know, making their bathrooms beautiful or having a beautiful piece of jewelry, then that's what we need to do to serve and give back to our clients. That is what's important here. And it's okay to do that. It's actually essential that you do that, you know, to sustain yourself and to sustain your relevance, your presence. This is not the time to shrink and no one needs to disappear. And I think that's the big thing is you don't need to disappear. You've worked hard. Sustain it. Keep the momentum going. Yes, I agree.

Jacquelyn: (52:02)
I am so excited. The time is coming up. Um, but I know that we can probably do a whole new podcast and touch on so many different things. I appreciate you taking the time today to be here with us and I am going to put, I had your website there.

Tricia: (52:20)
[inaudible]

Jacquelyn: (52:21)
everything that I have. I'm going to give all the information on how to get in contact with her, follow her page. She will help you with, she posts a bunch of great stuff and her website is great. She's got a ton of um, the information there. Reach out to her. Please do. And I will put everything in the show notes so that you can find her easy. And do you have anything else that you want to mention?

Tricia: (52:47)
Well, yes, the very last thing is, um, like I said, this is part of the things we talked about as a small part of a larger talk I give or a lecture I give, but where there is a PDF resource that I've created for people with very concrete, actionable examples of the type of content that you can flex during periods of uncertainty. And the way that you can get that is there will be a promotional graphic for this broadcast with me and Jacqueline. I'm going to tag Jacqueline, I'm going to tag her group, I'm going to tag her page because that's how you partner content and it's going to be pinned and all you're going to have to do type the word trends

Jacquelyn: (53:26)
into comments. And then the ko M chatbot will immediately return to your messenger inbox. Um, what you need to do to get this PDF resource and it's going to look like this and it's got some great ideas for how you can flex, uh, your social media content during a crisis. So, um, you'll be on the lookout for that hopefully, and take advantage of that free resource for sure. I know I will be going and downloading it because you gave great information and you will be seeing that other posts. But please everyone go follow Tricia, take you to know all her advice, reach out, you know, message her if you have extra questions or messaged me, we're here to support you and help you and make sure that you type trends in her pinned post on her Facebook page, right? Yes. Okay. So it'll be there for you to be able to download nice and easy. Yeah, it will be our graphic. It will be our partnered graphic up there. Well, thank you again for being here. Thank you all for watching. I really hope that you got some valuable content from this and I hope you have a beautiful rest of your week. Thank you so much. Wonderful. Thank you.