The Brand ED Podcast

Robby: The branded podcast
with Robby Fowler, episode 90.

5 reasons you should not rely on
social media to market your consulting

or coaching personal brand business.

Hi, I'm Robby Fowler, a business
strategist, helping consulting and

coaching personal brands grow a more
profitable business at a life-giving pace.

It's been a while since I've done a fuller
episode outside of the brand ed bullet.

My plan is to do a few more of
these to keep them short and

simple and sweet to share something
valuable, but not super lengthy.

And also share this information with my
email list in written form so you can

get it whatever way you prefer it in your
inbox or you can come listen here or both.

Today's topic is five reasons to not rely
on social media to market your business,

or another way to think about it.

Five reasons to at least reconsider
the way you're using social media

to market your consulting business.

I'm not telling you not to use social.

I'm just going to give us five things
to think about maybe to reconsider.

Social media and the way we use
that to market our consulting or

coaching personal brand businesses.

Reason number one, Facebook and
therefore Instagram posted its first

ever yearly decline in revenue.

That means the game is changing.

Much of that revenue loss probably
could be attributed to Tik TOK,

the rise of tic What's interesting
is Tik TOK would describe itself

as an entertainment platform.

And I would say Facebook and Instagram.

That's a social media or those
are social media platforms.

That means fundamentally Facebook started.

As a way to connect relationally
with other people, tick talk, as

it comes along later, it says, no
we're about entertainment and just

providing short video entertainment.

Regardless the game is changing
and when Facebook loses revenue.

They're going to do something about that.

And that's why we should
reconsider at the very least using

social to market your business.

The game is changing.

It already has.

And you've probably noticed this.

The way, this changes the game is.

Just because you have more
followers on Facebook or Instagram.

Does not necessarily mean you're going to
get your content in front of more people.

So if you added a hundred followers
this month, for example, on Facebook

or Instagram and you publish content
that does not mean a hundred more

people are going to see your content.

Then the last month, the previous

Essentially Facebook is going to
probably keep turning up the dial.

On profit over people, meaning you
will have to pay more to connect with

more of your own followers to get
your content out in front of them.

So that's just something to consider
as the landscape continues to change.

It's a reason to think through, how much
do I want to rely on these platforms?

Facebook's priority is going
to be their own profit.

It's going to be their profit
over your profit or my profit.

So even though we may be frustrated by
the fact that when I post content less and

less and less people see it, regardless
of the number of followers I have.

They're going to prioritize
their profit over your profit.

That's something to keep in mind, as
you're thinking about using social media.

Reason number two is your own personality,
your own wiring, your own makeup.

Here's what I mean.

Some people love social media.

They have an affinity for it.

They're in a stage or time of life
where they have the space to spend

time on social media, both creating
content and consuming content.

Some people are more extroverted.

There's lots of reasons why
social media is more appealing

to some less appealing to others.

So it's worth reconsidering social
media to market your business.

By first, starting with you,
your own wiring, your own makeup.

And not to assume just because
everyone else tells you that

you must go use these platforms.

That that's what you have to do, or
you have to do it at a particular pace.

Create the amount of content
that other people are creating.

It's just worth reconsidering.

Pay attention to how you're wired.

Rather than one size fits all
regardless, you may need to use those.

You may have to push yourself
beyond your boundaries.

I'm not suggesting that, but it's
at least worth reconsidering.

What is my own personality?

What do I have an affinity for?

And use that as your thinking about
how you want to use these platforms and

whether or not you want to use them to
market your personal brand business.

Reason number three information
overload and your own responsibility.

I'm going to share a quick story from
one of my favorite books, it's Range,

by David Epstein and he tells the story.

Of Don Swanson.

Swanson earned his physics PhD in 1952.

So you've got a super smart physicist.

The university of Chicago, about 10
years later, hire Swanson to be the

Dean of the graduate library school.

So now he's gone from PhD physicist.

To managing the library at
the university of Chicago.

Swanson became concerned about the
increasing specialization that he

was noticing because specializations
were leaning to more and more

publications that catered only to
a very small group of specialists.

And he thought that was
stifling creativity.

Here's the interesting quote.

He says, quote, the disparity between
the total quantity of recorded knowledge.

And the limited human capacity to
assimilate it as not only enormous

now, but grows unremittingly.

In other words, here's Swanson back
in 1963, looking at the library at

the university of Chicago and saying
there's already too much information

in here for anyone to assimilate
and therefore make it useful.

I think that's very analogous
to we're in the information age.

Social media.

Ask us to just be
constantly posting stuff.

Adding to just the information overload.

And I think maybe.

As we reconsider this it's maybe
analogous to your responsibility.

In relation to the environment
and relationship to our planet.

And that is what is your responsibility
just for your small part.

To say.

Do I need to push this out on social
or am I just adding to the already.

The information overload
that's out there, which.

Entices people to come
consume that information.

Perhaps we would be better served if
we publish less curated more and said,

rather than publish 15 things today,
maybe I only published two things this

week and those two things are going to
be the best of the best of the best.

It's just worth reconsidering,
how we're using social media.

To say, do I want to continue
to contribute to the pollution?

The information pollution
that's out there.

And is rampant on these platforms--it's
just something worth considering.

Reason number four.

Reframe the way you think about.

Email.

What if you used your email list a little
more, like you use social media, that

would be emails that maybe are shorter.

Maybe they're lighter and tone.

You send them out more frequently.

And when you hit send.

You know, they go to
every single subscriber.

When you publish on social, like we
mentioned earlier, Fewer and fewer of

your followers actually see the content.

And most of us think that email is
something completely different, but

we could reframe the way we think
about email and use it a little more.

Like we use social media
it's worth considering.

Reason number five.

Consider your answer to this question.

How much would you love it?

If you did not have to rely on
social media, but knew you

could still grow your business.

I've heard a, several different
people in the last week or two.

Hint at some form of that, something like,
oh man, if I didn't have to use social

media, To grow my business or my brand.

Oh, that would be such a relief,
such a weight off of my shoulders.

So, if you've ever felt that way before,
I would say that's a production issue.

It's the demand you feel as a consultant
or a coach or a personal brand that you

have to go produce social media content.

It's like another job description
or expectation that's been put

on you that feels many times
overwhelming, very demanding.

Well consider this.

If that's the way you feel like,
oh, I just wish I didn't have

to do that or worry about that.

Then it's worth asking.

I wonder how many of my followers.

I would also love to be
able to connect with me.

Learn from me, have some
sort of relationship with me.

Without having to go to social media.

In other words.

If I'm feeling that way, I I wonder
how many of my followers feel the

same way that they also would like to
be spending less time on social in

order to be able to connect with me.

So there are five reasons to not rely
on social media or at least reconsider

how you rely on social media to market
your business, to run down through those

again, real quick, Facebook is declining.

And so they're going to put the squeeze on
your content, getting to your followers.

Reason number two, your own personality
may make it not so enjoyable to constantly

be pushing content out on social media.

Number three, what is your own
responsibility and your contribution

to the information pollution and the
quantity of information that's out there.

Maybe you need to dial back
on social media as part of

your own stewardship, reason.

Number four.

What if you used your email?

Email more like you use social.

And reason number five.

How fun would it be to
rely less on social?

To grow your own business.

If you're inclined to say that
would be such a relief, perhaps

your audience would agree.

If you enjoyed this episode,
please share it with a friend.

Also make sure you check the
show notes, hop on my email list.

That's where you will find my best
stuff, including free training

that I offer almost every month.

Until the next episode go
and build a life-giving brand