One of the most impactful marketing concepts that I know and teach is this one: Your community is always a subset.

While originally geared towards explaining influencer marketing, it actually should be used to better understand our entire approach to digital marketing and help equip us with a growth mindset.

Key Highlights

[02:57] Community As A Subset of Your Potential

[03:27] Examples of Having Community As Subset of Your Potential

[06:59] Go Outside Your Current Community

[08:37] Learning Items from Launching My Second Digital Product

[09:54] Building A Bigger, Organic Community

[10:27] The ROI of Organic

[12:35] Get Your People On Your Email List!

[13:16] Keep Everything in Balance

Notable Quotes

• Your community is always a subset is something that I talked about in the age of influence. It's a concept that I think really illustrates the value of influencer marketing.
• They have a huge community. But it's always a subset of its potential. And when you work with influencers, you come in with a voice of trust that introduces you to this audience that trusts and respects the person talking about the brand, which is the influencer.
• In order to grow your business, yes, you can tap into your current customers and try to upsell them. But for many companies, you can only get so far, and growth goals usually mean that they exceed those. So what this means is you got to go outside of your current community. And it's more than just influencer marketing.
• No matter how big my community is, my community is always as a subset as well as to who else is out there.
• You begin to see this not only funnel approach of bringing people into your community, but also the fact that you need multiple touches in order to at the end of the day, build like no interest and close the deal.
• No matter how much we're creating Instagram reels or Tik Tok videos or blog posts, or whatever social media we do. We should not be happy with the community we build knowing that it's always a subset even for bigger brands, building that organic community is part of what we do. But we also equally have to go outside of that to always be building a bigger community.
• We need to keep it all it's the Yin Yang, right, we need to keep it all in balance. And we can't be complacent with one of the three because we need to do all the three. But we always need to be building those multiple touches, knowing that at the end of the day, that is going to be what's going to convert.

Links Mentioned

• Episode 295

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