Today I’m sitting down with my brilliant friend Christina Scalera, an attorney who helps done-for-you service providers turn their services into passive-selling digital products sold via an online storefront. She’s also known for founding an award-winning, 7-figure online store called The Contract Shop® that sells legal templates, workbooks and courses for creative entrepreneurs, online course creators, consultants and coaches.

Our conversation is primarily focused on Christina’s journey to success as an online business owner and the keys to maximizing your social media presence, so if you’re looking for legal advice, this probably isn’t the episode for you! However, if you’re interested in learning more about entrepreneurship, sales, and secrets and strategies for social media growth – particularly on TikTok – you’re definitely in the right place.

In this episode, Christina and I cover:

Christina’s journey from in-house attorney to self-employed online sales queen [7:15]

Building sales skills and leveraging opportunities for growth [15:00]

How The Contract Shop® functions without Christina and her thought process behind building a rockstar team [17:10]

Outsourcing, over-hiring and finding the proper amount of support in business [24:10]

When Christina first realized she could create a profitable online company and how her consistency helped her develop a digital shop that supports work-life balance [28:35]

The inspiration behind Christina’s personal brand and how it continues to evolve [35:05]

Driving traffic to your digital shop via quality social media content that people want to consume and increasing sales by following up with hot leads [42:15]

The long life of YouTube content and how it can continue serving your brand years after being published (even if your videos don’t have the most up-to-date info) [49:00]

How Christina repurposes content to grow on YouTube, TikTok and Instagram and the way she approaches social media and content creation at the moment [52:45]

The reasons content creation is always an experiment and why what you consider “meh” may sell better than you think it will [59:00]

Christina’s experience on TikTok and the key to creating viral content [1:00:45]

How to deal with unkind, rude or negative comments on social media [1:08:30]

Why TikTok isn’t just for young people and how it can help you reach cold traffic in ways that Instagram cannot (Tiktok = outreach, Instagram = nurturing) [1:14:25]

Christina’s recommendations for growing and attracting new followers on TikTok and why it’s helpful to have separate personal and professional TikTok accounts [1:21:10]

Advice from Christina on building an online audience as a fitness coach [1:26:50]

Where to find Christina online: Instagram and Tiktok @christinascalera, https://christinascalera.com, https://thecontractshop.com (and @thecontractshop on Instagram and TikTok)

Connect with Lynette:

Instagram: https://www.instagram.com/lynettemarieh

Coaching With Impact Facebook group (my free business coaching group!): https://www.facebook.com/groups/coachingwithimpact

Fitness Coaching Business Accelerator: https://fcbaprogram.com