A Social Media Strategy Shift Where Doing Less Can Drive 1000% More Reach and Engagement

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Welcome to today's episode.

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Our guest today is Katie Brinkley.

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She is a podcaster, an author and she runs a social media marketing agency that is revolutionizing how businesses do social media.

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She helps people do more with less.

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Welcome to the show.

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Thank you so much for having me.

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Eric.

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Welcome to the show.

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Thank you so much for having me, Eric.

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So before we jump in to hearing a story about some of the best marketing you've ever done, why don't you give us a little bit of context about who you are and what you do?

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Yeah, so I have been doing this social media thing since the days of MySpace.

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I started by helping bands with their MySpace pages and now I own a social media agency.

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But, being a social media, anything really didn't exist 20 years ago when I started with helping bands.

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It was all a passion and I was in college and I was living every college girl's dream and getting free tickets to shows by payment of helping them with their MySpace pages.

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Things have definitely changed over the past two decades, but I love social media.

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I started in the corporate world and social media was always an in addition to role for my job and now it's something that I do every day and I love teaching business owners how they can work smarter, not harder.

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Love teaching business owners how they can work smarter, not harder.

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That's great, and your podcast is one of my favorites.

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Rocky Mountain Marketing right.

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Yeah, yeah, thanks for listening.

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I've had that show now for man four years.

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I can't believe it.

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Yeah, four years of producing episodes and coming up on episode 300 now.

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That's a lot of work, but also very rewarding right.

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It is, it is.

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I absolutely love having my podcast.

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It's my favorite part of my job.

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And you just put out a book a couple months ago too, right?

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I did, I did.

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Yeah, it's called the Social Shift and it's all about bringing the community back to social media.

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I've turned into consumers on social media.

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How can we show up and build a community and bring things back to the way they used to be, back to the way they were back in the MySpace days?

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Why don't you share a story with us about some of the best marketing you've done, the marketing you're most proud of?

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Yeah, the marketing that I'm the most proud of is definitely my four post strategy.

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I know that I'm here.

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I was just talking at the beginning of the show about how social media is really important.

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I've been doing it for two decades blah, blah, blah.

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But really it seems like all we're hearing online anymore is oh, you have to be posting this type of content, you have to post every day, you have to do this and, before you know it, forget why you even had a business to begin with, because all you're doing is creating content on social media, and I really had an epiphany when I got burnt out on social media.

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I couldn't bring myself to post anymore, and that's pretty difficult when you have a social media agency and you are the lead gen and for anyone that's listening, that is a business owner.

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You are the lead gen right now.

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You are the face of your business.

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We all would love to strive to get to be a Nike and you see the swoosh and you instantly know who it is, but there's so much for business owners that really they need to take into place, because we're more than a logo.

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If we learned anything from 2020 and the shutdown, with all of the COVID madness that ensued with being a business owner is that people really want to do business with people.

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So you have to show up in the world of social media, but again, like I said before, nobody really wants to spend all day creating content.

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How can you show up as the face of your brand, as your business, and still actually focus on your business?

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I have a social media agency, but I didn't start that just so I could be on social media all day, every day.

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I'm a business owner first and a content creator second, and that's where the four post strategy.

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Really I had to think about a way of posting smarter and not harder.

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How could I give these platforms, these algorithms, what they wanted and still have maximum reach, maximum engagement and, most importantly, leads?

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How could I bring leads in to work with me?

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And it was through this four post strategy that I created, and it's really the less is more approach.

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So how can you show up on fewer platforms, posting three or four times a week?

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And it's by giving these platforms and these algorithms exactly what they want.

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And that's the four post strategy.

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I talk about it regularly on the podcast, on my podcast, and then I also talk about it in my book, but it's the awareness to action strategy.

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So the first post is awareness, the second post is elaboration, the third post is my favorite, it's community.

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And then the fourth post is action Asking people to leave social media to go one step further with you.

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And if you do this four post strategy, you're going to have the right people coming into your world, the right people signing saying yes, that's my person, I want to do business with them, I want to support them, I want to tell my friends about them, I want to listen to their podcast, whatever it is, and that's where this four post strategy is so powerful.

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And the four posts are over what period of time?

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Just so everyone's clear.

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So it's over a week, so four posts a week and if you're doing it consistently, it's taking you about an hour a week to create four pieces of content for your social media.

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It's designed so that you're not trying to create a whole bunch of generic white noise, but really creating content that your ideal client and customers identify with really creating content that your ideal client and customers identify with, and have you found that the impact has been positive?

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as you've written about this and advocated for it, I assume you've had some positive, really positive, results with this right.

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Yeah, most people are really excited about not having to post on social media so much, and it's a strategy that makes sense.

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This awareness to action strategy is essentially you talk about one thing, four different ways so that your clients and your customers can identify with it, and people are seeing results they're seeing.

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One person saw an 1100% increase in reach.

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Another person saw 250% increase in engagement.

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People are making connection requests that they had no idea who these connected people were, that were reaching out to follow them.

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So it's using these algorithms for your gain and instead of us just being like, oh, I need to create more, I need to give them more.

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How can you use these platforms to really help you instead of just constantly feeding the machine?

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And this strategy works on multiple platforms.

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It works on LinkedIn.

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It works on other platforms like Instagram.

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Does it work across platforms?

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Yep, linkedin, facebook, instagram.

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Tiktok is its own beast, but everything's video over there.

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You could still do it using this kind of framework, but ideally, yes, it can be done on all these different platforms, just as long as you're using the right framework.

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And what's the science or psychology behind it?

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Why do you think that this strategy drives so much more of a remarkable result than other ways of doing it?

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It's because you're focusing in on one or two platforms and, if you think about it, linkedin and Instagram have two very different ways of creating content.

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They have two different types of audiences, two different ways of showing up and if you're just copying and pasting the same stuff between platforms, you're not really maximizing these platforms to what they do best.

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So, looking to see who it is that you're talking to, looking at your insights, maximizing your insights, creating the content specifically for that person over on that platform, and then, like I said before, a reel on Instagram right now will help you get a ton of reach, whereas a LinkedIn poll that's going to do much better for you than a short form video right now.

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So I think you have to be looking at all the different ways that you can create content and make sure you're checking the boxes.

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My favorite job is being the social media manager for my French bulldog.

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And I have found, actually, that her reels get far more reach than her posts.

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This is true, but let me ask you, which platforms do you have the most success with?

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If you had to rank them or pick, which ones would you say you, with your clients, you have more success with?

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Is it LinkedIn, is it Instagram?

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Is it Facebook?

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I'm just curious.

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For me, we test everything through my accounts.

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First, and for years it was Instagram and LinkedIn.

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Now it's moved more a little bit towards Facebook and LinkedIn, but LinkedIn's always done great for me.

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It's a great way to network.

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It's a great way for my audience.

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I think that you have to really again look at your insights, see what works on each platform, what's not working, what is working, who you're talking to.

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What your big goal is, what your ask is that's what is working.

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Who you're talking to, what your big goal is, what your ask is that's what is going to really help you.

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Do you think?

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that LinkedIn is really good, or do you think that most people use LinkedIn because everybody else is on it and they have to be there?

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It depends on how your approach is.

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If you are, I think it is great.

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So for me, I know that I will get done for you clients.

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So my agency offers done for you social media and podcast production and I'm getting done for you clients from LinkedIn.

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However, on Instagram I've been selling my book.

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I will get a lot of people opting into my free content calendar.

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I do Facebook.

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I get a lot of book sales.

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So for my higher priced offer, which is what I want to sell more of, linkedin's working great.

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You were saying at the start of the show that you're leading your company with your personal brand, and that is being an author, being a podcaster and posting helpful content that resonates with the community.

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So is your thesis that, for business owners, leading with their personal brand is really one of the most effective strategies?

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leading with their personal brand is really one of the most effective strategies.

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I think it is.

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I think that by having your social media have a face of the brand is really important.

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Like I said before, a lot of people think they spend a lot of money on a logo, which is important.

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Don't get me wrong.

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I don't want to make any designers mad out there, but if we did learn anything from the whole shutdown of 2020, it's that people want to buy from people and you have to have a face of your business while you are in growth mode and if it's not you, somebody at your business needs to be the face of the business because, again, people want to buy from people.

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I agree 100%.

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I think when you compare, say, advertising as a channel and then leading with your personal brand as a channel, with thought leadership, I think the personal brand side is a lot more effective and cost efficient too, when you do the maths.

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Yeah, and I think you never know what you're going to say that's going to connect someone with you.

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I wish I could say I was the only social media agency or podcaster out there, but I'm not, and so I think that people will find different ways to connect with you.

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For some people, it might be the four post strategy, Like I love that this lady is telling me to post less.

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Other people might be like I love her podcast and she always gives away such amazing advice.

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That's what I'm, that's why I like her.

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It could be that I used to be a radio reporter and somebody's like oh wow, that's really cool that she used to do sports radio.

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I want to listen to more of what she has to say.

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You never know what it is that someone's going to be like whoa, whoa, whoa.

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I want to know more about you.

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I want to learn from you.

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You're my person.

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So let me ask you a controversial question about social media, if I may.

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Yeah, it seems like when I take a step back and look at social media, clearly businesses have to play there because it's a channel and a lot of companies do win a lot of business for social media.

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So I think people seems to be there is when you look at things from the US government's looking at banning TikTok.

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Yeah.

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And what's happened with Twitter and X has just been crazy.

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I don't know why he changed the name to X.

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I've never thought that advertising worked on Twitter.

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I have some fun stories about that.

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But I know a lot of people really liked the organic side of Twitter and really committed to it for years.

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But there's no debating that there's been a lot of drama with Elon and X.

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And then when you look at Meta the lawsuits that they've had, the many lawsuits they've had, from Cambridge Analytics to the privacy lawsuits with the EU it's really messy and the best thing you can say about it is, even though they lost some of those and had huge judgments against them, it really didn't matter because it makes so much money.

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And then I think with LinkedIn, it's just there as part of Microsoft.

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Now I don't know that it's really.

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There's been a lot of innovation in the last let's call it five years doing some things, but I can't really say it's massive innovation and most people I talk to say they're there because everyone else is there.

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So my question in all this is do you think, after almost 20 years of social media, we deserve better social media, a next generation that has less fraud and scams and bots?

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I do.

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I actually talk about that in my book about NFTs, blockchain.

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All that stuff is still coming.

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Like it was popular a couple of years ago because people were making a lot of money in the crypto market was.

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Now it's like this, but for those listening I was did like waves.

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But I think that with with social media and especially in a decentralized world, we're going to need to show up more authentically, because decentralization just quick thesaurus or dictionary on this is that decentralization means that we're not going to be relying on algorithms.

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We're going to choose the communities that we want to be a part of.

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So, as a business owner, how can you make sure that you are building a community before we get to that decentralized world?

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Because it's coming.

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Folks, Mark Zuckerberg he's got his hand in VR and the metaverse got his hand in VR and the metaverse all these guys.

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I think that Twitter or X is going to turn into one of the first decentralized platforms because Elon's a full believer in it.

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So, when things get decentralized and we're not relying on algorithms, how are you going to show up and build community?

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Because it is going to happen, and I think that the more intention that we put into our social media now, the more prepared we're going to be when that change happens.

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I think it's the decentralized aspect of it can be very interesting.

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I think the things about censorship and the government getting involved and trying to make things political, that's been a crazy of its own.

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But I think broadly.

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I think the advertising aspect of it and the privacy issues have also been a big problem, and I think that a lot of the social networks will move to more of a subscription versus an advertising model.

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I think Meta's already having to do it in Europe, right.

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So I think we know what's going to happen next and that's some of the thing with being verified is starting that subscription process, because LinkedIn removed 100 million fake people accounts in the last year.

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That just boggles the mind to even think about.

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Yeah, yeah, it's crazy to think about being in a decentralized world.

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I think that with all of this, we need to keep in mind that social media was designed for connecting.

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It's really turned into a consuming behavior where we show, we open up our phones and expect to be entertained Like we're on Netflix.

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It's no different than turning on the TV.

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So how are you going to adjust the way that you show up now so that you are building that community, and I think that's extremely important for every business owner, but everyone that's on social media at all?

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We're all tired of how social media has turned into oh, I don't know, like lots of people are leaving it.

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Turned into, I don't know, lots of people are leaving it.

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How can you show up and still have that connection that social media was designed to bring?

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Congress said last summer that aliens are real and I think if they're watching us on social media, they're probably like what are these people doing?

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It's almost like an episode of Star Trek where you got to imagine they're sitting out there monitoring our social media and being like what is up with these people?

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There's got to be some strategies.

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The reason I brought this up is there's got to be some strategies, like the four posts strategy that you mentioned and that's in your book that people can use to make social media a little bit more sane.

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What else do you recommend in addition to that to make it more beneficial for people?

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Yeah, I think that showing up and you don't even need to create that much content.

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That's why four posts a week and some of those posts are pretty quick and easy.

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That's why four posts a week and some of those posts are pretty quick and easy.

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Four posts a week, it's the connection.

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So, when you're on it, like, I'm on social like on Instagram for 10 minutes a day and that's it.

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And I have a social media agency and it's because I go in and I'm engaging with my ideal client posts.

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I'm engaging with my ideal customer posts.

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I'm engaging with people that I want the algorithm to know.

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These are people that matter to me.

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These type of people show my content to them and I'll engage with their type of content.

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So some of the things that I've read that you put out is it's less about follower count and keeping score that way and more about what you're saying now, which is engagement, follower count and keeping score that way and more about what you're saying now, which is engagement.

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Yeah, yeah, I play that game with counting followers and the likes.

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Yeah, no, it's not like hey, come read my blog, but it's.

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It's seriously just going and being a human being on social media, because we all want more engagement, right, we all want more likes, we all want more comments, we want more, but are you actually showing up and engaging with other people?

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And so this is where it's really important to keep in mind that, even if you can't show up every day and create content, can you show up for 10 minutes?

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I feel like we all have 10 minutes.

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Whether it's waiting for the coffee to bake or whether it's whatever, we all have 10 minutes.

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Whether it's waiting for the coffee to bake or whether it's whatever, we all have 10 minutes just to give, and really just give to strangers on the Internet.

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read their posts, like their posts and move on.

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Yeah, I think that's good advice.

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Podcasting is a different flavor of social media and, because you've been running a podcast for years very successfully, what do you suggest to people about podcasting for their businesses?

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Do you recommend it to people?

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Do you recommend it in certain cases?

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I love podcasting and I think that, whether you're a podcast host or a podcast guest, it's an amazing opportunity to grow your network but to really share what it is that makes you different, what it is that you believe in.

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And, like I said, holding the microphone is so powerful and, again, whether it's as a guest or a host, you have a way to really connect with people.

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Audio is powerful.

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You can hear when I get excited over something.

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You can hear when I get bored with something.

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You can whatever.

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You can hear so much by hearing some.

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You can get to know someone so well by hearing them speak.

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So podcasting, I think, is not.

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Everyone wants to have a show and that's fine.

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Podcast guesting is also a great way to grow your business and your network.

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My experience is everybody has a story to tell and most people are an expert in something.

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It's interesting all the different things that people are an expert in, but everybody definitely has a story to tell.

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Some people have been through really difficult things.

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Some people have really done amazing things and stories are are very powerful and I think that a lot of the podcasts that highlight stories get get really great results.

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So it's been interesting to watch podcasting grow in popularity over the last couple years because it's been around for a long time.

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But I think in particular, it's really caught on in the last couple years, partially because people were bored during the pandemic perhaps, but I think beyond that there's a lot of people who have really embraced it and get passionate about it for the reasons that you suggested.

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Is there any advice that you would broadly share for people who want to get into podcasting?

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Yeah, I think that just I say just get started.

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But it's hard to remain consistent.

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Consistency is everything.

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I batch my content out.

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I'm done through the end of the month already, but if that's not possible for you, at least get a week ahead.

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If you're releasing this episode in two weeks, we're recording it now and it's coming out in two weeks.

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Weeks we're recording it now and it's coming out in two weeks.

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So I think batching your content and just that's going to allow you the freedom to take vacations and to remain consistent, but consistency is everything.

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I think that's great advice.

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Thank you very much for sharing these insights today.

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I'm going to link to your podcast and your book in the show notes so people can easily get to it and learn more about the things that you talked about today.

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Appreciate you being here and encourage everyone to share this episode with your friends so they can hear these ideas too.