Using Organic Content to Support Advertising

Mateo Lopez-BLOG (4)

Mike: 00:03 – Oh. This is delicious. Mateo, this stuff is amazing. You gotta try this. You gotta try this stuff.

Mateo: 00:03 – Mike, we’re on the air, dude. What are you eating?

Mike: 00:13 – I’m eating organic social media. It is so healthy. You would not believe it. It’s totally free of ad dollars and sales funnels. It’s the most delicious stuff you’re ever going to taste.

Mateo: 00:21 – Ah, well, I mean it may say USDA Organic on it, but actually dude, if you’re talking about social media posts, organic posts, you know, those are actually boosted. They’re only sort of organic.

Mike: 00:36 – What? I’ve got the bag right here. I got the bag right here. It’s–oh, it says contents might be boosted. This is nonsense. False advertising. I’m upset. I think what we need to do is probably devote the next 30 minutes or so, to figuring out, you know, organic, boosted how this stuff works and figure out how we can use those organic posts that are actually organic to grow your business. What do you say?

Mateo: 00:58 – I mean, it sounds like a plan.

Mike: 01:01 – All right, let’s do it. This is Two-Brain Radio. We are looking at organic media today and how it supports the things that you do to grow your business.

Mike: 01:10 – Want to add $5,000 in monthly revenue to your gym? It can be done. If you want to know how, you can talk to a Two-Brain Business mentor for free. Book a call at today. All right, we are back and I am just brushing the crumbs of a falsely labeled organic social-media off my chest. I’m here with Mateo Lopez marketing expert from Two-Brain Marketing. We’re talking organic content material. Mateo, your expertise is in paid and boosted content, correct?

Mateo: 01:37 – That’s correct.

Mike: 01:38 – But there is some overlap between these things, correct?

Mateo: 01:41 – Yes.

Mike: 01:41 – All right. We’re going to go over that. We’re going to talk to you guys about how this whole thing works. First of all, I’m going to talk to you about organic content. Organic content is defined as content you see on social media or websites that is free from paid advertising dollars or boosting behind it, so it’s just the stuff you put up. Pictures of dog, pictures of your cat. If you’re a person, or just pictures of your members, things like that. If you’re a business, paid content is obviously when you’re putting advertising dollars behind something. So the first thing we’re going to talk about, Mateo, is organic reach and how it is dying. Correct?

Mateo: 02:20 – Yeah, we could talk about that. I also want to make just quick note here for those who are just listening and aren’t able to watch this recording here, Mike’s got, for the Iron Maiden fans out there, Mike’s got some crazy visuals going on behind his green screen here, he’s got a little bit, Eddie, what is the name? Eddie the—

Mike: 02:42 – Ed the head is the official name, from Somewhere in Time.

Mateo: 02:49 – For the metal heads out there, the old-school metal heads out there, I gotta say mad props to you, Mike, I’m loving it so far.

Mike: 03:00 – It’s not bad. Right? And the interesting part about this is a Iron Maiden is like an expert class in branding. If you actually go through, and I wrote an article about this on, check that out. These guys have been branding this thing for 40 years and it is one of the most iconic things that you can ever, you can ever follow. And so like if you want to look at a masterclass and how to grow a brand and how to create an icon, Iron Maiden and heavy metal is the way to do it. Even if you don’t like the music, check it out just for the branding.

Mateo: 03:28 – If you don’t like the music though, stop listening these podcasts because I don’t want to be friends with you,

Mike: 03:32 – Right? Cause it’s pretty awesome. All right, we’ll talk about organic stuff here. I’m going to read this to you. You tell me if you agree. This is from HootSuite: “Organic reach on social media is how well your posts perform without any money behind them. And with algorithm changes at Facebook and Instagram and Twitter, it is in decline. Mark Zuckerberg 2018 said: ‘You’ll see less public content like posts from businesses, brands and media.'” So organic reach. What do you think? How is that working for us these days?

Mateo: 04:04 – I hadn’t heard that before, so you’re springing in this on me. I hadn’t heard that quote, but I can say that that probably makes sense. And here’s why. If you’re posting organically on your feed or for your business or a page, or whatever it is, there’s only so much room. There’s only so much space on the Facebook feed for branded content, for paid content, for posts. Especially coming from business pages and things like that. There’s a limited amount of real estate. It doesn’t seem like it, but there’s only so much room, as you’re scrolling and let’s say they want to put an ad in front of you every five times, right? Every five, when you’re scrolling, every five posts is going to be some kind of either organic post or a paid ad, right?

Mateo: 05:03 There’s only so much room there for you to be able to do that. That was a horn. There’s only so much room there for you to be able to do that. There’s limited real estate on the Facebook ad feed. So if Mark Zuckerberg is looking to make more money in 2020, which all signs point to, he probably does, I imagine the algorithm is going to prioritize posts that are paid and put those on your feed versus the ones that are organic because they want people to keep doing paid ones. So that, I guess, makes sense to me.

Mike: 05:44 – And I’ll give you an example. And I think a lot of people have just noticed this in their own feeds. When you go through it, back say three years ago, I just looked at some posts that I put up three years ago, I’ve got about 2000 friends on Facebook, not to brag, but it’s not even a big number, but there’s a decent number of people. Like, that’s more than a hundred. I’d put up a post in 2016, I looked through my feed this morning from 2016, I put up a link to a blog I wrote and I’d get like 26 likes or something like that. The ones that I put up now, I’ll get like six or 10. And consistently.

Mike: 06:16 – The numbers are consistently lower now. I think I’m probably at least the same quality of writer as I was back then. I have at least the same number of friends, if not more, but yet the numbers are like six likes, 10 likes, things like that. There are times when I’ll put something up and again, I’m not a big roller on Facebook, but if I put something up, I will get like no likes, no comments, two people maybe. And you’re thinking like two out of a thousand or 2000. That’s kind of incredible. Like you’d think I’d get a couple of pity ones just from like my mom, my dad, and like a brother and maybe four people who actually like me. You know, that’s not happening anymore. So when you see that plummet too on pages or across the 204 page Facebook, our organic reach there plummeted dramatically where stuff doesn’t happen there. Have you seen that on the Facebook accounts that that you interact with or manage?

Mateo: 06:59 – Yeah, I would say, you know, for sure, I know for people who, some of my friends who I talk to used to get a lot of reach on some of their, you know, eBooks and things like that they would post and then I don’t think you’re seeing the same kind of engagement with those versus if you put some money behind it.

Mike: 07:20 – Right. And that’s where your expertise comes in, is figuring out how to put the smart dollars in the right place to get the results that you want. We’ve devoted a lot of shows for that. We’re going to do more about that in next week’s. What we’ll talk about here is organic. So if we’re not getting a lot of reach with it, what’s the point of it? And I’ll throw something at you first of all and you tell me if you agree. I think organic content is you’re building an audience and you’re building authority. I think those two things, regardless of the reach of this stuff, I think that those are the two things that you’re doing with organic stuff. Do you agree or disagree?

Mateo: 07:51 – Yeah, I mean, I would also say too, like you need to have that kind of activity going on in your feed, especially if you’re just starting out with your business. And especially if you’re just starting out with trying to do some paid ads. While that content might not be shown as much to people on the feed, Facebook still is going to prioritize accounts that have a lot of content on them, right? If there are Facebook pages that are mostly blank, and then you start and then you start blasting ads on behalf of that page, you’re not gonna get the results you would get if there was a lot of content on there. Because you know, Facebook starting to think, Oh, is this some kind of scammy page? Is this some kind of like Russian bot? Although, I don’t know, maybe that’s allowed now, who knows? But yeah, you still need to have those kinds of content pieces on your page because that’ll help your page rank better when it comes to actually putting out paid ads.

Mike: 09:05 – If you’re like me, when I see an ad even, you know, I rarely click on stuff, but when I do, I never buy things right away or I never register for things right away. I want to see more. So what I do is like if I’m on Instagram and I see an ad, I’ll go and stalk that person’s account or that business’ account and I’m looking for stuff to see what else are up to. The ad might hook me, right? But then I’ve got to go and I’ve got to have more breadcrumbs that are leading me to stuff that I want. And that for me, I don’t think that’s uncommon. Some people are impulsive and they’ll just hammer an ad right away if you hit the jackpot. But for other people, they’re going to do some research, right? So they’re going to look at other stuff. And if you don’t have that organic content to back it up, I think you’re probably in trouble. And have you seen that with ads where people maybe not, you know, they click or maybe they don’t, but they’re going to do some research before they make that actual commitment to purchase?

Mateo: 09:49 – Yeah. Everyone, I mean, I think we talked about on this page before, like—on this podcast before. I think you and I have talked about this before. You know, people typically interact with the business, you know, seven times before they take an action with them, right? So, you know, if they see your ad and then they’re going to go check out your website or they’re going to go check out the Facebook page, or if they saw the ad on Instagram, they’re going to check your Instagram, right? And they’re going to check back and then they’re going to maybe see a post that you posted recently and then they’re going to look at that. So yeah, there’s definitely going to be some more investigation that goes on because someone needs to know, like, and trust you. Right? And someone needs to establish some trust with you before they take an action. So if you don’t have that content there waiting for them, then yeah, you’re going to have a tougher time converting them for sure.

Mike: 10:42 – And we’ve seen that, you know, from the insight here at Two-Brain Business with Chris Cooper where he’s been creating content for like over a decade, just cranking out huge amounts of stuff. So he’s a business expert and there are no shortage of business experts out there. So when someone says, Hey, is this a shenanigan, is this guy a shyster? They click on the stuff and they see this wealth of amazing stuff that Chris has created and given away for free, which you can get on the Two-Brain site, Free Tools is what you’re looking for, but there’s tons of stuff and it’s high-quality stuff and it helps people say, OK, this is not a scam. This guy is not a shyster. We are, you know, legitimate. And they’ve got this organic backbone where—and even if you don’t want to purchase, you can still benefit from all this free content that’s constantly coming out.

Mike: 11:24 – Eventually, maybe when you want to purchase, you’re then going to say, ah, that’s the best stuff I’ve seen, that’s gonna influence my decision. When I was at the Two-Brain Summit, I asked a number of people why they started working with Two-Brain. And the answer almost across the board was, I saw something, Chris posted, I read something Chris wrote and when I decided to choose a mentor, that’s who I wanted to work with. So there is that whole establishing authority thing that’s definitely happening. I’m going to throw something else at you. This is a cool experiment that I asked all your partner John at the marketing team, about this. And we ran a campaign just a little while ago and it had some paid stuff behind it and had some organic stuff behind it and fully more than 99% of the conversions with that campaign came from organic. The numbers were staggering. And again, John asked me to qualify, this was a campaign that was directed more at warmer leads. So the results aren’t going to be typical, right? I’m not saying that’s going to happen all the time, but the evidence there is that we used organic channels and posts to promote something and we got huge numbers of conversions that outweighed the paid campaign just through organic. So there is still organic reach, but that’s because we built that audience. What do you think of that?

Mateo: 12:34 – Yeah, for sure. It’s the same as if, you know, if you had an offer, right, and you sent that offer to cold traffic and then you sent it to your newsletter list that you’ve been nurturing for years, you’re going to see a lot more people from your newsletter list take you up on that because you’ve been emailing them and conversing with them for for a long time. And that’s the difference between the two audiences and how you build those. I can understand how that happened.

Mike: 13:04 – Yeah. So you know, content on, kind of looks at it to me like, you know, a series of dates leading up to a marriage proposal potentially, something like that. And you know, if the dates keep going better and better, that marriage proposal is going to have a higher likelihood of success, I think.

Mateo: 13:18 – Yeah, 100% and then that that paid ad, it’s the one thing that pushes them over the edge right after you’ve seen things and seen things and when that paid ad comes up and pings you and reminds you, Oh, you know what, I’ve been thinking about this. Yeah. Let me take action here.

Mike: 13:35 – Yeah. And I saw like a really cool example of this was Doritos is running a campaign right now, at least where I’m at, where they’ve got rid of their logo and they’re not even saying their name—

Mateo: 13:43 – I saw that. That was very interesting.

Mike: 13:47 – Pretty bold. Right? So it’s almost scary where you’re like, my God, you’re not saying your name, what’s going to happen? But you know, I’m talking about it. I checked it out. So I went to their social media and they had this whole campaign associated with it where they’re basically using crowd sourcing to have people create like triangle-shaped things that kind of look like Doritos and using that to promote the product. And so now all of a sudden they’ve created this whole, you know, obviously I saw a paid ad, but I was checking out their feed. I’m talking about it now. And they’ve got all these people trying to be featured by creating like I saw like a tent, triangle tent that like look like a Dorito chip and that’s what they put up on their feed. So they’ve created this whole organic monster that’s now churning around this paid campaign that has no name in it. That’s amazing.

Mateo: 14:32 – Yeah, I think that’s awesome. And I think that’s the difference between, you know, I may have talked about this also last week or on one of these, but that’s the difference between, you know, what I would call branding or branded marketing and then direct response. Right? Which is more what I think John and I like to do with when it comes to the paid ads, right? When you have branding or branded materials, those kinds of ads or marketing efforts are meant to have evoked some kind of feeling or emotion with the company. Right? And so with something like this, you don’t have people necessarily buying Doritos bags, right? But you have people who see this campaign that’s going on, they’re like, Oh, I’m associating now this kind of like playfulness attitude with this, with this company or this kind of irreverent kind of an attitude towards advertising.

Mateo: 15:28 – Say, hey, we’re so bold that we don’t even need to market to you guys. Like we’ll just have a blank logo and then you do it for us. Like, and then you’re having this kind of people interacting with the brand, right? Which, so that’s one thing. And it’s harder to tie direct sales to that. Right. They’ll probably see after the quarter ends, Oh, we had a boost in sales. It looks like that campaign worked. But you’re not able to track that right away versus something like, you know, the lap shop or the ShamWow on the late night TV commercials, buy now, buy now, that kind of a campaign is different. It is advertising, but it’s a different type of marketing, right?

Mateo: 16:16 – So there’s those two kind of camps that we’ve talked about on here before and that’s what this campaign is doing. And that’s I think where the organic stuff really helps you, right? It helps you connect an emotion, a feeling with your company so that when you say, Hey, it’s time to buy, now you have that trust built in. This email came in last night and I wanted to read it to you now actually we’re talking about trust and authority. It was from someone out in Bakersfield. They say, Hey Mateo. Just want to say thank you to you and to Chris and the Two-Brain crew for the recent marketing materials and the course that you put out and resource you put out for free and all of the other resources that you provide for free.

Mateo: 16:57 – I’ve learned so much this past year and after two rounds have gone wrong with two different types of agencies that say, I’m your hero. We’ve got the answer, we’ll get you thousands of leads, marketing agencies, what you’ve been teaching solidified what I was doing, and my own do-it-yourself process has been so valuable. People are charging thousands and thousands of dollars for the expertise that you and Chris are putting out, but you’re just so much better. I followed a lot of the big names out here to get all the different perspectives, but your brand is definitely smart and full of integrity and it’s not hard to spot the difference with Two-Brain and that’s how I want to be as a brand as well. And that was from someone who’s not even signed up. They just saw some of the stuff we were putting out and wanting to say, Hey, thanks. And give a shout out.

Mike: 17:54 – That’s cool. That’s someone that’s following the stuff and interacting with it.

Mateo: 17:57 – And you know, and obviously what you’re writing about and what you and Chris have been writing about is working, right. The brand message is coming through. And that’s with, you know, the organic stuff that we’ve been putting out. And so then next time she sees a paid ad, when she’s ready, hopefully then she’ll be ready to pull the trigger. And so I think that’s where branding, organic posts, building authority, that’s the one piece. And that’s where, you know, we’ve obviously made an impact on this person. And then you also need the strong arm to come in at the end and say, Hey, all right, it’s time to take action. Book a call now, buy now, download now, whatever it is.

Mike: 18:42 – And that is a huge, you know, the flip side of that is that it has a huge effect on either you call it retention or call it repeat purchases. So for people who are thinking about re-upping or, you know, continuing a subscription to a service, staying at your gym, buying a new membership, or even just being satisfied and adding value throughout the addition of value, that free content has a huge, huge effect. So there’s people at our gym that look at our Instagram and like, man, uh, there’s tons of cool recipes in here. There’s movement tips, there’s all this different stuff, that to them is value added. It’s also entertainment. It’s interaction with the brand and when it’s time to renew a membership, they’re going to be more likely to do so just because they have that confidence and authority built into the brand.

Mike: 19:24 – I’ll ask you the next idea with this, organic content as a testing ground for paid stuff. So we’re looking at like as an example, our social media people at Two-Brain can tell you without doubt which posts will get more interaction. And we know which interaction. Like if we want a website click or if we want to share or if we want to save or if we want comments, things like that, we know. And like you can check your own analytics there and take a look. But we know what we want to do and this is based on data and research. We can see when posts get traction. So if we wanted to potentially boost a post, we would probably have a large data set to decide what would be a wise investment. Like how do you decide how you boost things? What’s your process there?

Mateo: 20:10 – Well, I don’t really boost things. What I would do though is if I do see something like a video or maybe you did a recipe ebook, right? And it got a lot of shares or got a lot of likes or people seem to enjoy it. You can use that as your ad if you’re building out a campaign in the ads manager. Right. So I won’t really boost it, but if I see something that’s working, I’ll just use that as the ad creative itself when I go and build out a campaign in the ads manager.

Mike: 20:42 – And I’m just going to ask like, the reason you wouldn’t boost it is probably because you’re a bit more sophisticated and you want to create a tailored ad that does exactly what you want rather than just a random post?

Mateo: 20:51 – Yeah. And I want to see how it performs against, if I have an objective and this post lends itself to that objective, right. Whether it’s converged, like getting leads or website visits or whatever it is, I want to see how that performs with the other kind of ideas I have swinging in my head for the ad creative. So if I have an ad image or ad copy that I already know I was going to use, but I see that this post we did earlier in the week is getting some engagement, I’ll just throw that in there as a part of the A B C D test.

Mike: 21:26 – Yeah. And again, you’re at a very high level with this stuff. So for people who are just like, let’s say someone has never advertised, has never experimented with any of this stuff, I’m going to suggest—you jump in and correct me if I’m wrong—that if someone is looking to just start something, they should definitely look at their organic social numbers to get some ideas for campaigns or some ideas for how they want to create an ad or to just experiment with a boost to just see what happens. And I’m not saying put $10,000 behind something, but you can just experiment with the stuff that you’ve got to see what happens. What do you think about that?

Mateo: 22:01 – I liked the first one. I still would try and go and into the ads manager and build it from there. I just think boosted posts are a bit—you’re not going to be able to target and track the results the way you want to. And I think the boosted posts are just a sneaky way for Zuckerberg to steal your money from you.

Mike: 22:24 – OK. So there you go. From Mateo, do not boost your posts. Use the data from the organic stuff to create and tailor your stuff in the ads manager. All right. I like it. I’m quickly going to hit you with this. This podcast is all about actionable steps. That’s exactly what we just told you. Do not boost posts. We always want to give you stuff to do. That’s why Chris Cooper created the new Growth ToolKit to wealth. This app is incredible. I have to tell you, it will literally tell you step by step how to create an amazing business. The best part? It is based on data. The things the top gyms in the world are doing. There’s no guesswork. Just action and results. Step one is complete the Two-Brain Incubator 12-week sprint to build the foundation of your business.

Mike: 23:04 – Step two, work with a mentor and use the Growth ToolKit to grow your business. For more info, visit to book a free call with a mentor. Now, more actionable stuff that you can do with regards to marketing. I’m going to throw this one at you Mateo. The idea of congruity and cognitive dissonance. These are some larger words, but the idea here is congruity. You want things to kind of look the same when you’re talking about branding. So if you’re running an ad campaign, uh, and again we’ll talk about this end of things, cause I know we can go against the grain at times, but in standard stuff you generally kind of want things to all kind of look and feel the same, whether it’s organic or paid. Correct.

Mateo: 23:45 – Yeah, I think, that’s true.

Mike: 23:46 – So again, we’ll go back to the Doritos thing. Even though their logo was not in the ads that they’re running right now, they’ve got the blue and red bags.

Mateo: 23:55 – The colors were still front and center there.

Mike: 23:58 – Very much so. They’ve got the triangular shape that’s becoming very iconic or they’re trying to make iconic. Most ad campaigns will use a logo or they’ll use a similar tone and voice and they kind of feel the same. So we’ve talked a little bit about this. You know, Chris Cooper wrote an article called “The Clogs in Your Funnel and How to Kill Them,” and he’s talking about exactly this. One of the things that he said is if people are, say, clicking on your ad but not signing up for your service, there is a problem somewhere in your funnel. One of the things he suggested was that people are looking at your ad, they like it, they click, then they look at your other stuff and there’s no congruity and something’s weird meaning like, I clicked on this ad of this person that looks like I want to look and does what I want to do. And now I’m looking at this Instagram feed and all I see is like Navy SEALs vomiting and sweat angels and bloody hands and you know, people snatching 300 pounds. I don’t want to buy the service cause I’m terrified, you know? Have you seen that kind of thing in the marketing world where it’s like an ad that just does not match the organic stuff that a business puts out?

Mateo: 24:59 – Yeah, definitely, definitely. I’ve seen that.

Mike: 25:03 – What happens?

Mateo: 25:03 – Well, I still think for some of the paid ads, like I think, I think we’re, we’re dealing with audience sizes and groups of people that are so small that, you know, relatively speaking that it’s not going to make a huge impact on, you know, on your results. Having said that, yeah. Like if you’re in a video, you know, on the landing page and then it goes to a thank you page and then it’s someone else from a different gym on that thank you page, yeah. There’s probably going to be some confusion there on behalf of the user. And they may think, OK, wait, this is weird and then stop taking action. So I definitely think that you want to make sure there’s a consistent narrative, whether it’s who’s speaking, whether it’s how it looks when you’re speaking, the images. Yeah. I think you want to be consistent. But having said that, I do think there are probably some bigger fish that you need to fry before you—especially if you’re first starting out, before you’re stressing about making sure all the colors match.

Mike: 26:23 – Sure. There’s that old marketing phrase, the famous one, people like us do things like this. Seth Godin talking about that one. The idea, you know, when we talk about this is you want people to, you want to show people—if you’re showing people an ad that shows a certain thing, you want to see at least similar stuff when they start looking at other places, right? So there’s just this idea that your organic content should at least probably inform your ad. Now that’s not to say you can’t put up, you know, a shocking, striking, amazing converting ad that’s very much outside what you do because you know, there are instances you’ve talked about where going against the grain will sometimes work. But just saying in general, you know, let’s, let’s put it this way. If I was going to run an ad for 55-plus people at my gym that want to work out, I would probably put some content, some free content around that, like blogging about how, you know, working out, getting strength after 55, pictures of some people, 55-plus. I would surround that campaign, not exclusively, but with some stuff that would definitely give these people some resources. So if they don’t buy right away, they’re going to look at my stuff and find some stuff.

Mateo: 27:33 – Yeah. 100%. If you have an ad that’s advertising a legends program or 55 and older program and then they land on your website and there’s not a single person of someone over the age of 40, yeah. They’re going to think, well, this doesn’t seem like the place for me actually. I mean, this ad said this program, but I don’t see a ton of people who go here that look like me. So 100%, you want to make sure you pad, or at least restrict what that person is seeing. So that you know, that they feel like, Hey, yeah, this is going to work for me.

Mike: 28:08 – Yeah. And I do that when I run ads according to the formula that you guys taught me, I will just create organic content, instructional stuff that appeals to that market. So again, using the example of seniors, how to gain strength, can I lose weight after 50, you know, can I improve my flexibility after 50, all sorts of stuff. And then pictures of people often put up on social media. We’ll put up pictures of people that look 50 plus that are having a great time doing stuff. Again, the idea people like us do things like this, and that’s just using organic content to hopefully get a better result from my ad, using that as a kind of like unofficial lead nurture, if you will. We talked a little bit, the last thing we’ll cover here is just branding in general. We talked a little bit about this with Doritos and so forth. In previous shows we’ve talked about branding campaigns as often the playground of the big boys and big girls, right. So if you’re a small business just starting out, running a branding ad, meaning like, it’s just designed to raise the status of your business, probably not the right way to go. Am I correct? Talk about this.

Mateo: 29:10 – So yeah, definitely if you’re first starting out and I would argue, you don’t need to worry about, you know, making the ad of your gym with like Matthew McConaughey talking in the voice, like really deep talking about esoterical kind of philosophical topics of life and meaning. So yeah, you definitely don’t need do that kind of marketing, you want to focus more on direct response kind of ads when you’re doing paid ads. Having said that, yeah. Cause you need results, you want results. But yeah, having said that, especially after everything we’ve talked about today so far, you still—like blogging is the easiest first way, first step, to be able to build kind of the organic—build an audience organically. Build an audience where you can convert, have a conversation with them where you’re talking about your expertise and they start to know, like, and trust you.

Mike: 30:19 – Yeah. If someone hasn’t said it, I need to trademark this, but blogging is branding, right? Like if you’re not running a paid campaign for branding because you’re not Coke or you’re not Doritos, you’re not one of the big players in the industry, if you’re running a direct response campaign, your brand campaign is essentially your organic social media. That’s my contention. And your blogging and the things that you do for free that people can find. You agree?

Mateo: 30:41 – 100%.

Mike: 30:42 – Yeah. And that’s something that you can do. Again, there is a cost to it. It’s your time. And maybe you hire a photographer here and there or whatever, but you don’t have to, our belief at Two-Brain is that you should produce content regularly and that is your branding. And that is going back to the very first thing we talk about, that is authority building.

Mike: 30:59 – That is audience building. And when it’s time then for that ad to kick in, you already have an audience that at least knows who you are, has seen some of your stuff might know what you do hopefully, and then will be more inclined to check things up. Do you see that when you’re working with Two-Brain Marketing and so forth and running campaigns for Two-Brain, you must see connections between the organic stuff that Chris creates daily and you can sign up on our site for his newsletter, all this content. Do you see connections between that and, you know, the sales and marketing aspects and clicks and conversions?

Mateo: 31:33 – Yeah, 100%. I mean, when Chris first started doing paid ads last year, like there was a massive boost in sales because there were just so many people kind of waiting in the wings who had been looking at his free stuff for so long that it was just that one little reminder when that paid ad came up that it pushed them over the edge. Kind of going back to the gym owner side of things, I think blogging and emailing people on your list, no matter how big or small that list is, is really important in a way that you can kind of communicate your message and your mission to the prospects that you’re trying to nurture and get to come in. But yeah, you mentioned the time is the cost there and it’s tough when you’re trying to do everything, right.

Mateo: 32:25 – It’s tough when you’re trying to coach, when you’re trying to clean. It’s tough when you’re trying to make some sales to also program all the workouts for your gym and then you have to think about writing a blog post. Yeah. It’s tough, so you have to, you know, that’s why you have to pick the triage it, triage your business and pick what’s kind of most pressing to you right now. And I think the easiest way to buy back some of your time is to figure out how to, well, there’s a lot of ways I guess, but you know, for me, my focus is always going to be like, you know, sales, front-end sales, right? How can I, you know, increase that average revenue per member or whatever it is, so I can get a little bit of extra revenue where I can then free myself up to then have that time to blog and to build that content database, right? Yeah, it’s tough. It’s tough to find the balance there.

Mike: 33:20 – Interesting enough, Chris at his gym does not run ads, right? So he’s just surviving there on established authority that he’s built through organic stuff. So, you know, it can be done obviously, but it requires a constant output. What I’ll leave you with is this, here’s your actionable thing. People ask me all the time, you know, how do I start generating more media? And I’ll tell you the quick answer and the secret, pick the thing that you are most comfortable with, whatever that is. The thing that you can do the fastest. Start with that and hit it regularly. Meaning like if you don’t like podcasting, do not commit to starting a podcast. Don’t start something you can’t sustain, right? So like preparing for podcast takes time. If you can’t do that every week, do not commit to that time.

Mike: 34:02 – If you can blog, do that. If you like video, do that. If you like any other thing, do it, but do it consistently. So pick the platform that appeals. If it’s video, you’re going to be on YouTube. If it’s podcast, you’re going to be on iTunes and everything else, all wherever podcasts are served, blogging on your website. But pick the thing, do it relentlessly. And if you do like writing a check out to we have 229 blog ideas plus a blog template, a business blog template. You could just download and it’s a basic idea of how to create a blog that people are gonna read. And we’ve got this idea of the power of 10 where we’ll tell you how to use the things that your best clients want to know and then create a hundred pieces of like the 10 best questions, use that to create a hundred pieces of content around it. So we have mountains of ideas that you can use for organic content. Anything you want to add to that, Mateo?

Mateo: 34:53 – Yeah, if you don’t know where to start, talk to a Two-Brain mentor today.

Mike: 34:57 – That’s the way to do it.

Mike: 34:58 – This is Two-Brain Radio. Thank you so much for listening. I’m Mike Warkentin with Mateo Lopez. Please remember, subscribe for more. We’ve got tons of great stuff in the archives and more great stuff coming up. We have Sean Woodland, Chris Cooper, also putting tons of episodes and if you’re a gym owner and need some help growing your business, Two-Brain mentors can show you the exact steps to add 5,000 dollars in monthly recurring revenue. Book a free call on to find out more. Thanks guys. We’ll see you next time on Two-Brain Radio.

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