July 2, 2020
Today’s episode is gonna blow your mind so don’t you dare go anywhere. We had the pleasure of chatting with Tyler Kemp.
Tyler Kemp is the founder of RollSocial.co and LeadRoll.co. He works with small businesses, influencers, and sales/service professionals to help them cut through the noise and own the attention of their market. He’s helped hundreds of sales professionals and businesses scale their marketing using the principles found in a strategy he’s called the F.I.R.E. Formula. That is Frequency, Intimacy, Relevancy, and Efficiency.
Tyler is a marketing and social media GENIUS and today we chatted with him all about how to cut through the noise, create relevance, and speak directly to your ideal client specifically on social media. If you are trying to grow your business and personally HATE social media, this episode is for you. OR if you love social media but are constantly feeling like you’re shouting into the void and no one is listening, following, booking, or purchasing what you have to offer… Tyler is going to blow your mind.
We talked with Tyler about creating authority content, how to be relevant on social media, and ways to create intimacy with your audience so they actually feel like they know and trust you enough to buy from you.
Tyler has been in demand generation marketing for about a decade. School was never really Tyler’s jam and he thinks has always been wired to be an entrepreneur (before he really realized it). He had a few people who really believed in him, invested in him, and mentored him early on so that he could take steps in the right direction.
It all began when he started a business with his dad in Colorado which gave him a chance to learn the ropes of entrepreneurship. Through this, he learned what didn’t actually work. He spent hours trying to learn all of the internet marketing tricks, but eventually realized they didn’t really produce results. Tyler was determined to figure out what would move the needle in business and eventually transitioned into the mortgage industry. By this time, he was able to solidify a few processes that proved to be successful.
Tyler worked with a successful loan officer and together they were able to do about $120 million in loan volume a year and continued to grow 20% year after year by implementing business practices.
From there, Tyler began to help people at a regional level and was brought on to the market advisory board of a $16 billion dollar company to help cast a big vision of helping small producers become big producers.
Tyler stepped back into the startup space to dial things back and help startups get from $60,000 to $200,000 a month.
After that, it was time to jump back in and be belly to belly with people once again. He launched LeadRoll and RollSocial and set out on a mission to solve the entrepreneur’s problems.
There is a paradigm shift that most of us go through as entrepreneurs where we ask ourselves if we have a business or a hustle.
Tyler has come up with a small framework, based off of other entrepreneurs that influenced him. The four building blocks for a strong company (not just a side hustle) is that you need a lead generation machine, a lead conversion machine, a service delivery machine, and a repeat and referral business machine.
Most of us generate leads in the flesh. We often network, make phone calls, set up meetings, and meet people face to face. When it comes time to convert them, we have leads in the pipeline but we aren’t actually bringing them down. You have to physically and manually squeeze out a deal from these leads. When it comes down to the sale, you then have to deliver what you promise.
Typically, small businesses are delivering this in the flesh. Finally after you have done all of this work, business owners expect that people are going to give referrals. But often, so many customers don’t follow through with a referral.
In order to really lockdown a process, these four things need to exist. First, you have to have a way to bring in new relationships automatically in ways that do not take your time. This is where social media starts to really come in as a conversational point. Social media can be a great way to generate leads so that you do not actually have to talk to someone. Second, you need to build a lead conversion machine. Once someone is in your ecosystem you have to figure out how to get them to push the buy button. You have to create nurturing processes instead of just phone calls. Third, for your service delivery machine, you need to come up with a way to take yourself out of the process if at all possible, and build an ecosystem around delegated labor. Lastly, for your repeat and referral business machine, you need to come up with a way to continually stay top of mind with someone and a process that you can generate referrals instead of relying on luck.
You need to come up with scalable systems that can remove yourself from the picture. The more work that relies on you, the less likely it is actually going to happen. More often than not we are the biggest bottlenecks in our company. We just don’t have enough stamina to make it all happen.
It all starts with one thing at a time. You don’t become a tree overnight. It’s the same principle with business. Your business does not become a tree overnight. You have to water it and watch it grow. Focus on what you love and what you are great at. Delegate the rest.
One issue could be that many businesses avoid it, and several business owners hate social media. But it is a fundamental part of business. It is where deals are being done.
The first problem is not being there enough. People may tinker with it and throw up a post or two and wonder why they don’t get any sales. You have to invest and work at it before you see sales. You have to be willing to do the work. Be there frequently.
Second, business owners are not intimate enough. They rely too heavily on corporate posts. You may have frequency, but when your posts aren’t human, they aren’t going to work. The fundamental principle of sales is that people buy from those they know, like, and trust.
Relevancy is also a huge issue. What business owners are putting out there may not be relevant and people do not care. You are either trying to talk to everybody or they are focusing so much on their service that they miss the bigger picture of where the mindset of their buyer is.
Finally, the mistake is trying to do it all yourself. There is almost too much work that needs to be done in marketing today that can’t be done alone. In order to have an effective marketing strategy where everything is cohesive and fits together, you have to be able to delegate and duplicate the success of others.
In response to these problems, Tyler created the FIRE formula which is his trademarked methodology. FIRE stands for frequency, intimacy, relevancy, and efficiency. You have to be frequent by being there on the right platforms at the right time, in the right way, and in the right cadence. To be intimate you need to be human, authentic, and present to build real life connections and community. To be relevant means to tailor your message to the mindset of your listener so you are always speaking in a way that people will resonate with. Efficiency is part of the delegation element so you are efficient with getting your tasks done.
Intimacy is one of the hardest things to get right in a social media environment. We all worry about our status and what people will think of us. In reality, all of the fear is based on what others will think about us. We don’t want others to know us truly.
The more people can know you, the better off your sales are going to be and the better off your business is going to be.
How do you delegate authenticity? One of the hardest parts of authenticity is figuring out how to delegate it. Often it’s easy for us to write about something we went through, it’s harder to delegate it. You have to have a great relationship with whoever you are working with and make sure there is a good bit of direction and clarity.
It is really important to do and it is possible to do. You are never going to get the level of authenticity that is ideally perfect when you do delegate because no one else is you. Sometimes it’s better to be there than to fight for perfection. Perfection is the enemy of creative work. There is no perfect with social media.
If you are not invested in getting your voice heard and your message out there, you have to start somewhere. The next step is how to refine that message.
Focus on the level of trust you built with someone and figure out how to talk to them where they are at.
Make your profile about your listener, not about you. Tailor your profile around the pain and the problem that your potential customers are experiencing that you can help solve. It comes down to understanding someone else’s world better than they understand it themself.
Own attention. Own the market.
If you can focus your time and effort on building an audience and owning somebody’s attention, this is how you can own the market.
One of the best ways to stand out is to out care your competition. The more that you can care about your clients and the more you can outserve and provide an amazing customer experience and go above and beyond, the more you can stand out. Give more than anybody else, be authentic, and genuinely care.
Number two is to follow the attention. If your attention is on Instagram, be invested there. If your market is on Linkedin, invest there. Do you need to be everywhere and on every channel? Not necessarily.
Finally, if you want to stand out, it is important and critical to demonstrate authority before you ever ask for a sale. Be someone who can tangibly show that you know what you are doing. Show them first how and why something can work.
Authority content is how you become a person of status without someone actually knowing you first hand. If you can find a way to attract new people that you didn’t have to meet face to face and start building trust with them remotely, you are in a really good place.
One of the critical components of becoming an authority is to realize that you are not going to be relevant to everyone. Focus on being the big fish in a small pond.
People often forget that we all live in our own little bubbles. We see our own news feed, but the person next to us doesn’t have the same feed. If you can show up over and over on one person’s feed, it doesn’t matter if you are on their neighbors feed because that one person is going to think you are a big deal.
This social media movement has allowed for micro-influencers, like small businesses, to focus on building a small group of people to own their news feed with constant value.
Don’t worry if you don’t have a large network. Worry if you are being invisible and not being present because that is where people are looking for you to influence and impact their life. That is where the attention is, it’s not on billboards, it’s on our phones and you have to be there frequently, real, and relevant. That is how you become a micro influencer without spending a lot of cash.
It’s incredibly powerful to niche down. You can niche on your market, or you can niche on your solution. Being different is better than being better.
Relevancy in your content is tricky. People are all in different buying mindsets. The key to any digital marketing is to tailor your message based on the level of trust you have built. To do this right, it goes beyond social media. Think about the entire customer journey and focus on owning that customer journey from start to finish. Figure out where they come in and when they come in what sort of message do they need to hear in order for you to be relevant. Once you start demonstrating more credibility and authority, what do they need to know now to get to the next step.
The three phase funnel is an idea in which you are taking someone from cold to warm to hot. At each stage of your marketing, you need to be able to programmatically develop a way to grow trust and speak what they need to hear and when they need to hear it. What does this look like? On social media, it looks like posting the issues that are not necessarily all about the solution.
In your email and landing pages, there are ways to be able to say that a certain page should be devoted to somebody who is still trying to understand what they really need.
Focus on getting people into bite sized commitments. Get them into a freebie guide or video and then start to introduce your offer. This is such a powerful way to master relevance. The easiest way to start is to start focusing on the pain, frustrations, and false beliefs and really help them understand the problems that they already have.
Start leading to the solution and not with the solution. If you just talk about your solution, it’s not strong enough medicine. You have to hit people at a deeper level.
Play the long term game. Do not play the short game. Frankly speaking, the way that we measure marketing ROI is completely broken. We live in a consumerist society, and if we try something and we don’t get immediate results then we think what we tried didn’t work. The way we build today is so different from the past. You have to play the long game. Why not play the larger chess game? Don’t worry about sacrificing a pon for a pon in chess. Go for the king. In order to do that, you’ve got to play the big picture. Small businesses are often too scared to invest in their own business and too focused on visible ROI. There is an invisible return, and that is trust. How do you measure the value of building trust with your network? It is so hard to quantify.
Another key lesson is to break even. Don’t worry so much about trying to make a profit when you are small. Try to acquire a customer for free, meaning it costs the same amount for you to acquire the customer as it did for what they paid you. Breaking even is a win. Acquiring a customer for free is such an important thing. Focus on breaking even and reinvesting your profits. Reinvest, reinvest, reinvest, and live within your means.
You don’t have to play by the traditional rules of business. Momentum is the most critical component of a young business. Always be moving and always be doing something. Make action so you can get a reaction. If you are stagnant and paralyzed you’ll have analysis paralysis and always try to be a perfectionist. Sometimes you’ve just got to put something out there. Focus on impact.
Failure is not a bad thing. Fail, fail, fail, and fail until you finally find a way to do it right. Take every failure as feedback. Failure is nothing but feedback. Don’t get your pride and ego involved. Don’t base your identity in your business, your success, or how much money you are bringing to the table. Measure your success by whatever standard really matters to you.
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WASSUP FRIENDS. We’re Evie + Lindsey, co-founders of this wild partayyy called The Heart University. Our goal is to empower entrepreneurs to kick freaking BUTT in their businesses, dive down into the heart of their why and how, and serve you with all possible tools you’ll need to up-level your business game and CRUSH those goals of yours.
Whether you’re coming to an in-person workshop, joining our online course, or soaking up all the strategies via this blog or our podcast, we’re STOKED you’re here + can’t wait to see you out there kicking butt.
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