How To Get Your First 100 Customers Using Ai In Social Media | Yuliya Bel

hey everyone welcome to Today's Show we've got a great one for you we are talking about social media in the post AI World social media is getting underrated right now and we're going to tell you why I'm here with a very special guest host Julia Bell who is the co-founder of notice is filling in for Kieran today and we're diving into all things social media she's got some great lessons some great learnings how to go viral on Twitter so much jam-packed in today's show let's get into it on today's show we are talking about social media in the post AI World Julia thanks so much for joining us on the show thanks so much for having me this is going to be so much fun to get started one of one of the things that I've kind of observed is that the AI hype train is obviously fully out of the train station going fast everybody's caring about it and with that social media and the Social Web has kind of not gotten forgotten but it's taken a back seat to that AI conversation and I think that's a big mistake because the AI era makes social media way more important not way less important and i' I'd love to kind of hear from you what are you seeing in the world of social these days yeah well I think it's actually the opposite where social media is the thing and especially taking data from social obviously I has enabled us to go in and take very large data sets to be able to glean insights and take actions particularly around you know driving decisions driving strategy for companies and that's kind of what we're seeing happening and I think there's going to be so much more of this I think it's a very common phrase at this point to say that data is gold but I think this is really going to be the mode the proprietary mode of companies who are able to acquire these unique data structures and enrichment layers and embed them within their teams and I think to make this because I felt like it was sounded very like deloid and corporate but I think you know from like a real I mean you used you used to be a consultant at some point right Bridgewater yeah yeah oh you were Bridgewater yeah you weren't deit she's like I'm not Del do not confuse me with that but bridgew yeah but I but I think for teams you know for them they're both both early stage teams scaled uh scaling teams as well as just you know these giant Enterprises for them it's a different type of usage but happy to kind of go into all three of them and break it down you know from a practical standpoint and almost have like a Playbook of what we're seeing of how teams are using this and why it's becoming more and more important so like figma and notion like they they use the notice platform and they're going out and they're mapping a part of their market and they're finding the person with the highest influence there or the the people with the highest influence in that part of the market they're trying to win them over first to kind of have this Cascade strategy of like hey if I win those most influential people then a lot of the other folks in that market will follow along right I think if I was a skeptical marketer skeptical founder the type of folks that listen to the show they'd be like well yeah well that's cool that's figma that's that's notion those are big established company how does my you know 10 person startup when o win over one of those established High influence people and so I thought maybe it'd be helpful if you and I went back and forth I've got some ideas I'm sure you have some ideas of what you would actually do kind of tactically to win over somebody who has a ton of influence that could kind of maybe be the the first you know yep Pebble in the landslide that is kind of winning that that market yeah so I think a few early things that that we're seeing again from uh kind of early stage companies is one just uh being in the places so we have a few teams um especially kind of like the folks that are either like launching their first product or they're just in the market market for them what they've done and they use notice every single day for this is they look at they kind of map out the segments and the demographics that they're going after and then seeing where they're posting and then they're just super super quick like almost real time in posting something meaningful there and I think again that goes back to the content strategy where kind of the counter arm to this because again I think social data can be used for enrichment and intelligence or it can also be used of just guiding where you should be uh online and be more strategic about your time there and and for this specific case the the founders or sometimes kind of their teams are using notice to go and say hey here's all of the kind of the people where you know they have influence or they may just be even a rising voice in that space and then they immediately kind of engage with them on the Platforms in real time and post something meaningful so that's one of the things well on before we go on I think that's a really important Point you're basically saying like being a reply gal or guy is actually very valuable right you know there's kind of the joke about you know people who are just always replying honestly most companies often think of social media through publishing through their channels more than they think about being key engagement and you know you and I go back and forth on on Twitter and stuff a lot I think the most inter most helpful interactions we all have are replies more than they are like our actual posts themselves for example so I think that's a really really helpful strategy that literally body could go out there and execute Yeah by far by far and I think that's one of the kind of the pitfalls that people go into and I've seen so many companies do this on any platform where they think you know the proverbial if I build it they will come like if I posted people will see it no there's there's a very I forgot I think it might have been Harry stebbings that said like you need to spend twice the amount of time on distribution than the content itself and I think kind of to this equation the content has to be good like right like the content has to be smart and authentic and engaging because I think again in the age of AI we've seen a lot of the just general you know botlike replies from real people because they're using teag That's Not Mirror to their voice it's not personalized they don't understand the context so again kind of going back to all the other things we just talked about so it has to be good and I think also thinking about well where like if I postes are people seeing this and I think when you're an early stage startup un or even sometimes later stage companies that they have terrible engagement and they're just not posting content it's so corporate sounding and it's so not again not to D deoy but like it's just it's like a conso and wrote this and you're like somebody who is super jargony and knows nothing about my business wrote this stuff yeah it you have to be funny and I think frankly if I was writing content for companies and I was kind of like a oneperson show I would I don't know if I'm not to say this but shipost can I oh yeah yeah you could definitely we we I think [ __ ] hosting is a great strategy but but but but but hold on in all seriousness like yeah give people the like what do you mean when you say [ __ ] posting like I know what you mean but I'm an internet dork and maybe everybody listening to this isn't isn't as much of a dork as I am so like kind of explain what you mean well ship hosting um it's uh it's basically just kind of being really funny and posting memes engaging and I think was something i' I've seen is really helpful is seeing like taking the the the latest Twitter gag and like kind of the the joke that's been going around um and that repurpose in for your own not necess your own company but Mak it more like let's say industry specific um because I think again a lot of the companies see the content through the lens of hey I need to talk about only the things that we do but you really should just be an observer in this and I think that that R of like hey like we get it we don't have to be constantly I think building public is very important and you should be talking about what you're doing but I think it should also be overlapped with just a like a more of a last a fair approach to this where just it's super like it's super relevant um and I think one of the kind of a few examples that we've seen of companies doing this is obviously you know kind of the McDonald's the Wendy's but for more of the I think Discord doert great party full uh Oprah GX I mean they have a huge ship Hosting account that has nothing to do with the product itself but all about you know typing to the zist of almost being like a Reddit a subreddit on Twitter because we know that that's exactly who their customers are uh I I think those are awesome examples like if if you if you want the like Master Class friend of the Pod former Hustler and HubSpot or Trung Thon is I think probably the king of all like he's he's the probably the overlord of the [ __ ] posters but like follow trun he is he's amazing at it obviously and it's just the subtlety of taking what's happening in pop culture and putting a Twist on it that's relevant to what you're saying which is kind of what you're talking about I think a lot of people often conflate it for just being outlandish or outrageous and that's actually not it like what we're what you're actually saying is there's a Consciousness around a topic and you're tapping into that topic by kind of tweaking it in a really clever way and there's a bunch of the accounts that Julia mentioned go check out Trung to kind of get a better understanding of what what that actually looked like what I'd also like to remind people in this AI era is that to to as kind of a validation point for what you're saying we seeing a lot of Licensing deals with social companies and these large language models I think most famously Reddit signed a pretty major deal to license its data opena has a has multiple agreements in place with both social and traditional media companies so I think we're going to talk about that stuff that much but the data and the real-time nature of social is just getting kind of baked in to all of the kind of large scale consumer llms which is a really really big deal and I want to underscore that for everyone that that is one of the going to be the core roles of Social and that your sentiment your voice your your engagement on social is going to directly translate to how you show up in a large language model exactly so I think here's the bottom line where you know AI models by themselves don't mean all that much without the data right like it's kind of the counterparts and I think again at the age of how we think about person personalization cuz I think that everything that we've seen about AI this Monumental innovations that we're seeing in real time there's still there's still a lot of you know personalized elements that can be improved and I think that's a really big Focus for a lot of ECI companies of how do we go from you know just general um General automated a agents to yes there's automation but it needs to sound right now there's a lot of automation with the human on the loop but how do we also make it so that it sounds SS even you know even more personal and does more of the work for it and I think just just a long-standing design principle and a product principle for ourselves with the notice team is how do we make the the that um Tech and software so intelligent that it no longer kind of cracks the you know cracks the numbers connects the dots analyzes and then shows you a bunch of data and dashboards but it's how do it really makes it so seamless that I think Ai and this is where AI is going it's you no longer have to you kind of touch in products and configure it it comes preconfigured for you it understands who you are who your business is what your voice is and what is ultimately more important and I think all of that goes back to the level of data that you have and that's kind of I think again is the thing that's going to Le frog other companies that have the data against the companies that don't yeah well I think that's a really great point there Which social media and the data from social is really going to help fix AI is blank page problem I think one of the core challenges with AI tools out there I was just at South by Southwest uh IAL to a whole host of companies some big some of the biggest consumer brands that you've ever heard of to some early stage startups and there were a couple of themes that came out of those conversations the first was I'm interested to hear your take on the Julia is like the first was people want to do stuff with AI but they don't know how they don't know what use cas to do and they don't know how to get something like working in production like that's actually live and out there they're like yeah you know we we want a bot for our customers and our prospects but like we've tried a few and we just can't like get one live that we think's good enough and like don't know how to set it up and those are kind of the core common objections that you hear the other is like I don't know where to start it's that blank page problem it's like oh gosh I know I'm supposed to be doing AI but my investors are yelling at me my employees are unhappy all these things are happening how do I actually just get started and start iterating on something because on the past shows we've done there's a couple episodes I did with Emmy jonison from HubSpot one of the things we talk about is the value is getting something live and iterating and learning with your audience with your customers and if you can't get something live then you're just like you don't get that data and you don't get that feedback loop and I think what I hear you saying is like we're going to use all of what we know from both brand and personal accounts on social but also like broader consumer sentiment on social to actually fix that kind of blank page AI problem exactly that's exactly it because I think look all of the the the two problem areas that we're seeing right now within consumer and B2B is can be fixed and will be fixed by having more intelligence on users and I think it goes back there's kind of an interesting shift where you know even you know with HubSpot what HubSpot does amazing at is showing you hey you know kind of being the source of Truth and then being able to store the The Who right so who are the people that we're reaching out to and now I think where consumers are expecting this level of experience and I think where the companies are like not there yet is understanding the when and the how and I think this is where the data comes in because the one is measuring that real time intent so yes you may have you know the exact perfect list of people who we were going out to a lot of teams you know both early stage and late stage are doing a lot of outbounds um obviously relying on ads the organic social is a big part of this as well kind of the mix of how they reach their audiences but at the same time a lot of the things that we're seeing and I think a lot of kind of the noise that we're seeing in our inboxes or our DMS are people just being like hey we know the who we're just going to blast out some messages and then do some follow-ups I'm even getting DMS that are you know people are saying hey like here's the the offer that I'm I'm giving you if you don't answer I'm just going to keep falling up and I was like that is a terrible thing to do that that makes me want to cry like actually makes you feel dead inside please don't do not fall have not like there is no inner personal kind of you know personalization and there's also no intent like I've never talked about wanting you know kind of the service that they're offering I'm not going to throw them under the bu more but here's the thing understanding that intense especially in real time and being having that knowledge of saying well do we know if they need this service right now is this an actual point like a paino that they're trying to solve are they showing us you know through their interactions through their contents through you know kind of the things that they're posting um engaging on is this enough to give us a good uh predictability of intent that we can go and act upon or follow up upon in our sequencing and then how do we then personalize this both in the outbounds in the follow-up message in the actual call to you know cuz it's so important I think anyone who's ever sold anything or been in sales they understand the the importance of not only again that personalization of having done this research everyone wants to feel special everyone wants to know that hey like people have thought about this call before the call but also even using the language of what they're saying right like kind of referencing back to the pain points in the language that the customer has or the soon to be customer has referenced that is just really key for conversion and and I think especially you know been talking about the economy and the macroeconomic you know factors here getting to conversion and and closing the loop faster and closing a deal faster is so so so important so I think this is again kind of the the the teams that are catching on to this and are you know the the companies that are offering this level of intelligence and insight are the ones that are going to be the ones who essentially kind of dominate the market because that's what the users are expecting and that's where we're seeing results as well yeah and so for everybody listening or watching I think you brought up some really good points Julia and I want to I want to frame them up for everybody CU if you are not deep in the world of marketing or sales or maybe you're in the brand or social world but you're not in the demand gen world one of the things in the Dem Manion World which is where I come from what we talk about a lot is both intent of your prospects and the fit of your prospects right and the fit basically means are they in your target market are they at the type of company you sell to are they and the role that you normally sell to can they make the decision to sign off and buy your product and then Julia what you were just talking about is intent which you can use social signals to essentially understand oh somebody's actively shopping for the thing that I make right now and it's really critical that I engage with them in a meaningful way right now and so what normally happens is if you have a big outbalanced sales motion you're obsessed with fit right you're like oh I'm going to get my best fit companies and those best fit companies are great and you know what they are going to pay you the most money right because the they're your perfect customer the average contract value on those are going to be the highest but it's going to be a slog right you're going to be grinding against the the the the list of calls you're you're trying to make emails you're making because a lot of them aren't going to be shopping now some be using your competitor you're going to have to find the few that are ready to consider your product on the complete opposite end of the spectrum you've got intent which you may have some lower quality buyers and those buyers may spend less money with you but the conversion rate is going to be much higher and those deals are going to close much faster the magic is when you get the overlap of fit and intent right and that is kind of Julia what you're talking about is like the data of who they are and the fit from in a CRM platform like HubSpot but overlay with the right social behavioral website data to know oh not only is this person in my target audience in the perfect fit that they're actually shopping right now so that you can combine the the high selling price with a high close rate and shorter deal cycle to really Propel your business forward and when you look at these really successful startups that's what they're really good at they're really good at spending more and more of their marketing and sales effort in the the high fit and high intent quadrant than in any of the other three quadrants which would be high intent low fit High fit low intent right or uh low fit low intent which you just would never want to spend any time there yes don't don't spend time there don't literally don't spend any time there that's not that's not the quadrant you want to be in but I think also again when you think about kind of those type those type of AI enabled tools that's the level of of kind of intelligence and action that both does it's not obviously depends a lot on kind of the design and the onboarding experience but like it's not intimidating to get started it's definitely something that that works that actually provides that AI magic that everyone is chasing and that's the level I think again of the software that people are going to start expecting more and more and more can you can you get get specific in terms of like I know you guys do a lot on Twitter for example you can talk Twitter any platforms I guess we're also so sex I'm always going to call it Twitter I joined I joined Twitter in 2007 it's always going to be Twitter to me I'm old um could you talk about like when we say social data What specifically do we mean what are we looking at what is the type and format of data there that is actually helpful yeah so I think for for it breaks down into the type of company that you are if you're an early St rounder and you're looking let's say for your first 100 customers it's really important to understand where those customers are right because you don't have any and and you want to have some and for that being able to understand kind of looking at the data of understanding the zist and the the demographic Niche that your target um that your target buyer is in once you identify that so let's say AI engineers and you're selling Dev tools being able to then you know from noce side we can go and say hey here's not only here's a few things not only is this kind of the the place where all of these folks hang out and here is more people like that you know so you can then have some sort of outbound strategy but also this is kind of the key magic here it's here's the things that they're saying here's the things that they're thinking here's the things that they're interacting with and then you can then base um you know base kind of your general narrative around this because you're seeing kind of what's important to them what's kind of what they're talking about historically and potentially that week and use this as outbound hooks uh but also dive into the profiles of the folks and and have that user intelligence to say hey when you go to notice you get essentially you can click onto any uh any user and you will have a specific to you specific you know kind of understands the relevance and is preconfigured to your business um and your kind of the product that you solve and the pain points that you solve for and it shows you all of the content that they've interacted with engaged uh posted that is relevant to you as well as any of the kind of the warm connections they might have based on the relationship level data of knowing who your network or your company's Network or your Investor's Network can make the best intro based on the level of interaction in real time based on recency based of a number of different kind of factors of um you know who has the strongest relationship and so that gives you an immediate insight into hey here is kind of the top like 100 people also based on kind of their social ranking um and social ranking is important here especially for early stage companies because kind of the Playbook here is that if you're reaching out you know to your point earlier uh Kip that depending like which quadrant you're uh you're in you also want to be not only kind of the highest fit highest intense but when you're starting out um and this is kind of the strategy that notion and figma have used of identifying who in that quadrant of best fit best intent who is also the person has the most social capital and why is it important it's important because there's you know kind of this level of magic and scalability that happens when you're going out to people that already trusted voices in that audience that they vocal voices that people you know kind of they post there's a lot of kind of community and engagement on their um you know within their circles and so for them to be Advocates of your product to be able to be the first adopters of your product and then talk about it that comes with a lot of trust that early stage companies are obviously very desperate and hungry to acquire so I would say if you're an early stage company being able to understand again who are the people that are driving voices for that Target segment and being able to go and build those relationships get them to be Advocates get them to be users that is really really important um and I would say for later stage companies for them they've kind of gone through the ringer they they've tried a bunch of thing things they're they're growing and so for them that personalization because now they're kind of at that scaled uh outbound scaled alling they have their bdrs and so for them the personalization elements is really really important they are getting danged for sending you know just kind of mass Outreach it still happens but they're not seeing the conversion rate as high as if they've actually done the research doing the research for every single salesperson is a lot of time it's costly it's inefficient and so being able to go and say kind of pull up a page on whatever platform they're using let's say Obviously Hub the hub spot because whatever their serums do exist and for them to be able to say hey like here's all the points that we need to go and Target and even some of the things like are have they engaged with our competitors what have they said about our competitors um are they posting about you know just general kind of topic um relevant topics of interest to us um whether it's again the the pain points that we solve the the kind of the narratives that we have on our website the then new kind of launch how they mention and engage with some of the um you know content of let's say like our latest fundra or latest launch any of the kind of the hooks that you can get them to say yes this person has researched us and I think that's that's kind of key and I think also for sales people they are also really hungry like obviously they're kind of like they're they're optimizing for the conversion metrics for for deals closing the revenue that they're bringing in but I think also for them it's just a much easier time to go and sell when they feel prepared for the call as if again they've done hours of research but it's just the information is right there in front of them so it's kind of like the whole ecosystem I think heals in a way where where you're not like doing the spam cuz no one liks doing it or sending it literally no likes sending or receiving spam so just don't do it please like just just please oh there there are a couple things you just said that I want to kind of double click on and get some get some uh more detail on one was you're like hey all right what we're really saying is if you engage on the reply side of Social and you create your own social content that isn't boring and about your product and is actually about the culture and the Zeitgeist of what's happening on Twitter Youtube whatever the platform you are on that's how you're actually going to break out because one of the things I would share Julia is like in this AI Revolution it feels like nobody is talking about social anymore I got the update from my social team like all of our social numbers are killing it like they're they're looking exceptionally good it is like clear to me that social is more vibrant of community regardless of what network you're talking about than it's ever been and there's actually more opportunity than ever and especially if you take advantage of it while some people might be distracted on AI or VR or whatever that might be there seems like there's just an amazing opportunity out there and you all at at notice like you run leaderboards you have all this data like you know what works on these platforms and I thought it might be helpful for you to break down like in the current state of social like what's what's really working you gave us a few things um but what else yeah so I think looking at the leaderboards which is essentially are rankings of uh you know social social capital so how um how viral and how popular you are as well as your engagement as well what we've seen is it's been kind of interesting because when we launched leaderboards now a year and a half ago um we really thought it's going to be like only for VCS and Founders and like very Tech Circle and uh and then we started to see how it grew and I knew that it was going to be viral when like cat Twitter started pulling up and I was like oh gosh like we are now like way like this is like a really wide net and then of course it was like the fandoms and the BTS and Taylor Swift and then uh turkey had elections and we saw that some of their candidates were using leaderboard rankings as part of their um slogans that's wild a wild thing so having now mapped out I would say a really good chunk of of X specifically within the leaderboards I can say that the once again again ship posting works a lot of it is a lot of it are ship post accounts I would say from kind of looking at the top 20 a lot of Pop Culture a lot of um you know again the fandoms obviously Elon Musk is on there and I think kind of the biggest takeaways that haven't seen the leaderboards evolve I think seeing creators that are really focused on one specific Niche um I think a good one yeah so that's kind of you're not you're not just cross-pollinating across a number of different um interest you're really zeroed in on that one thing and you post consistently and I think that level of Engagement where again you kind of build that trust by knowing that hey tomorrow we're going to have some you know more content dropping and the day after and the day after that and it's going to be the same thing that we come to expect that consistency builds almost this like this fandom around your own account um and I think that been the thing that works so I think it's been kind of interesting cuz I think now you know with Mod ization and x and just kind of a lot of different platforms now everyone has a microphone right anyone can go and create content um and so if I were to give one advice to content creators it's to really focus on that one thing and you're not always going to get it right so it's okay to experiment because let's be honest you know you're not going to have this giant you know there's not going to be an audience baked in as soon as you start doing it so it's kind of it's a fun time to go and experiment and create and and kind of figure out like what your own voice is and and bring that to the audience you know you know I love that and I it kind of makes me want to go down the one particular rabbit hole which is like you know you started your career we talked about earlier in the show at Bridgewater like this is this is the investing world and one of the things that I think the average person especially the average marketer doesn't understand is just like compounding math yes right like compounding math like every day of like there was the whole meme about the Roman Empire and about how men think about the Roman Empire my Roman Empire is compounding math like literally like multiple times a day in my life I'm like oh gosh I still don't really understand compounding math and I just like I'm in awe of it and even when Kieran and I we started the podcast we're like oh it's going to take us five years for this all to compound right and to be this big thing and we're not going to do day one if we're not going to go and do the end of five years right like that's just where we're at on this kind of level of commitment and that's the point you're trying to make is that I will tell you that every successful marketing team or marketer I have ever ever met leverages compound right they're just not these like oh I'm going to do this stunty thing one time this month and then another stunty thing two months from now they are just like super consistent at whatever they do and they know that the discipline of consistency will just Cal compound over weeks months and years to really build the brand and drive the both like awareness and demand in the market they need and it's it's seems like what you're telling us is like look I've looked at all the data if you're just disciplined and do it and like lean into the compounding math it's going to work 100% but I think also here's the thing I I do understand the marketers that they're being pulled in so many different directions and I have a ton of different I just have a lot of empathy for them because they have different priorities at all times and I think the the kind of the key here of being able to go and do um you know focus on compounding math focus on consistency um is understanding the audience like understanding your target audience and I think being able to be really as precise as possible which also instead like goes back to what we're talking about you know that that deep user intelligence of what are they thinking about what is how are they speaking how are they you know kind of what is their tone of voice what are the things that are important kind of going in the zist of that one specific uh you know if you have one Tor demographic or many being able to really narrow an end of this because it again it comes from the level of personalization of how you are able to figure that out figure out their tone of voice their interest exactly what they're thinking essentially become them to then say hey I I got this I know what they want and then being able to be consistently deliver on that so I think this is when you're starting out out you're doing a ton of different experiments and that's probably you know for the best because that's in the process of figuring out who exactly you know this product is for who exactly is using this and once you have really firm footing then I think it's just consistency consistency consistency yeah yeah you you actually set that up in your original part of this conversation which you use the word Focus many many times right and I think that was exceptionally intentional on your part where you're like look you have to you have to have a focus not just in like your disciplined in doing this thing but like what is your Niche what is your strategy like there has to be real like I've always thought of it it's like density of thought like when I look at like a great piece of marketing creative it's just like incredibly dense right you're like oh the colors work perfectly the tight faces work perfectly like there's hidden meanings in what's even there it's like somebody has thought about this thing so deeply that there could not be anything more packed to it but at the same time it's so simple that you get it immediately right and that that that might be a great logo or great you know a great billboard or something like that but it also extrapolates to a great social post right like the same principles kind of hold true regardless exactly um and I think also you you're able to pick up on all this because I think you're just a very stute person and a marketer and you've been in the space and so you're like oh that's great like I'm seeing the kind of the triple meaning um so I think it's also kind of kudos to you on that kip but I I also think you know I think being able to be really free and experimenting early on is really really key and I I hate like sounding like an after school special but I think it that does sound super after school special like be yourself do do the do the things you want to do but I think really uh you're not going to without taking a risk without no matter what stage you are and I think again this is where Hub SW does a really great job and especially you specifically Kip um is you guys don't operate like this giant company uh from a marketing perspective you're going out and you're taking risks you know kind of the the NASCAR kind of um collaboration that you've done around like hey like sponsoring like a few of the kind of the the creators on on Twitter to go out and and have this and kind of wear the HubSpot merge like I think those are the things that that are really important in terms of getting outside of that that box of like Hey we're a large Stage Company or and I think when you're an early stage company being able to say hey we may not know what works just yet we're going to throw some things on the wall and then see what sticks and then once you have that obviously doubling on the winners uh doubling down in the winners is really really important yeah I mean look you have to experiment to figure out what works for your business regardless the here's my cheat sheet on this cuz experimenting can sound very platitudinal right it's like cool yeah everybody's like out there is like cool yeah I experiment all the time jerk like like tell me what to do like help me and I don't know all of your marketing scenarios but this is what I can tell you if you are working on something or you're writing something or you're shipping a social media message if you are like so excited to hit publish it's going to work and if you the opposite is also true if you're like mailing it in and you can see the teams like oh I'm punching through my process next up is this post and I'm going to get that done today and then we're going to move on to the next thing then it's not going to work it's going to be bad like that is it's actually not any more complex than that the best work I've ever done anybody who I've worked with has ever done it's like we're just going back and forth there's high energy to it you're just like oh gosh yeah let's let's let's do this let's do this and oh I can't wait for everybody to see it I'm wonder what people are going to say and if like that's the vibe of what's happening it's always going to work never have I ever found a time when that like energy does not Translate relate to like the end buyer and Prospect and customer experience I love that I really love that have we found our we need to coin this into like the the version of the product Market fit where people are like trying to summarize this into like a thing and I think this is almost like a marketing like a like a like marketing Varity hit I'm not sure I think we need to like think on this but I think you have something that we can really uh patent yeah it's basically what we're saying what I'm trying to say is like the internal energy is a proxy for like the external virality right for how many PE how much people are going to care about it read it share it watch it what have you and if you've got no energy internally as you're working on it it's going to have no energy out in the world right and it's just like there's just this direct correlation that I fortunately I've been doing this long enough I can I've mapped it all out to see that like man it there's always a deep connection here like we're working on some big announcements in the spring and like the energy in the team is like going back and forth it's incredible I'm like these are going to these are going to nail it right like I have 100% confidence that like this is going to go exceptionally well uh versus like there have been a lot of times where it's like yeah nobody's excited about this like we're clearly mailing it in we're doing cuz we think somebody else wants us to do it and like that is not a good place to be in and I say that in like everybody listening probably nodding along cuz there's something that most teams are doing something on a daily basis with they're like I really don't want to do this right and and look it's not fun sometimes you have to do stuff you don't want to do but especially for your big bets the things that you're really counting on working you need that high level of of energy and excitement internally so that it translates over to the external audience exactly because I think it also comes back to the opportunity cost right if you're a early stage team or a growing team there's a lot of you can't experiment too too much and you really every experiment comes at a cost and a price and I think this is where I like I really genuinely love this I've never heard anyone say this um but I think it does make sense where it's like hey like are you guys really psyched to go and publish this um even with our leaderboards you know when we there's a moment where uh we we were always you know kind of a small team by Design and we were we had published and then we actually kind of here's kind of the Playbook going back to some of the things we've said yeah where we've chosen you know because we thought it was so like VC and Tech focused some of the the the categories like investors and Founders and startups they were very intentionally that and we've chosen kind of the the people that have um like a like the biggest creators in that space that we had good relationships with again using notice were're able to track this and say hey you're kind of the the leader of this category so you can have like vetting approval of who goes on the leaderboards first and so really cured that experience cuz I think again like not starting from like an empty box uh problem and we went out with it and they kind of published and there was like a few minutes where like no one was engaging with this and I was like did we make the wrong bet like we you're like we failed and I'm like and all right like so sorry team like we spent so much time kind of building this out I mean it was only a few days but still you know just it's when you measure kind of success and results by by like margins of an inch that it matters and so I was like oh God and then we start to go I was like woo all right like we we took a b we were super excited like the team like like woke up super early and there was a lot of energy and uh and and it paid off so uh it's definitely those like you know you know when you're working on something good yeah and for folks who may not be super familiar what ulie and the team had noticed did that I think is pretty remarkable as a tool to Market their business is they created different leaderboards for the most you know basically highest engagement most popular users in a given category whether it be investors or startup Founders or marketers what have you and you played on that notion of of human competition and people wanting to be the best and people comparing themselves to other people which by the way always works like just Pro tipped everybody out there if you if you have a way to do that in your business it literally always works I've seen it over time and time again but like it's also a great example of a strategy where you all were all in like you had to develop you know you integrated this into the product you had to develop the these leaderboards in real time you had to develop a lot of them it wasn't just like I'm just throw this one together and get it out there like you took real risk in spending a lot of time and money to do something that you had no idea was going to work or not and that's what marketing is and that's especially what marketing on social is is taking those risks and failing on some and hitting really big on others exactly and you and you don't know unless you take that shot so I think I I think kind of the messaging here is that you got to take the shot and you have to take shots consistently uh shots on goal so otherwise it's just you're going to be kind of doing the same thing over and over wondering why nothing is working shots on goal are you are you soccer or hockey what what what goal are we talking about here what what's what's you a sport of choice tennis so there are no goals but the goal is two win you do strike me as somebody who would who would play who would play tennis I don't know why really think I think that yeah it's it's great and I've not been worded to pickle ball although God knows people have tried so I'm justed you're a purist she's a purist everybody in the YouTube comments if you're team pickle ball or team tennis leave us a comment we'll see we'll see who wins tennis is really hard Julia that's the problem which is why all the tennis players just want to play tennis and all the non-tennis players are like a we'll just play pickle ball because we're not good enough to play Tenn pickle Ballers I feel like I know I've seen some some real hostility so please don't um don't be kind be kind perfect for engagement yes tell them tell Julia why she's wrong no you're not you were not wrong you just have an awesome skill and and you're doing it okay so let's recap we're we're running out of time let's recap for everybody kind of our core points of today's show one social in a post a world is more important than ever right like both from a data perspective of how it's going to feed models both from a data perspective of how sales reps how marketers can use social data to increase conversion rate and connect connect nection rates in a really really busy world and we we talked about what that looks like we went through the fit and intent model there was super helpful actual social as a marketing channel is doing great like it's you know social is bigger and more engaged now than ever and we talked about kind of what the most successful tactics are we talked about reply engagement as a really underrated tactic we talked about ship posting we talked about the power of compounding math we talked about a lot of the aspects that are going to lead you to be successful on social day what else do you want to make sure we leave the audience with as we sign off today's show I think again take take those shots on goal and I think not being able to like connect with your audience I think again maybe it's just platitudes but I think it really really works know your audience connect with them they're humans you're human people want human interaction um I you guys got this awesome all right thanks so much for listening to today's episode of marketing Against the Grain we'll be back with you all real soon thank you thanks Julia this data is wrong every freaking time have you heard of HubSpot HubSpot is a CRM platform where everything is fully integrated W I can see the client's whole history calls support tickets emails and here's a task from 3 days ago I totally missed hpot grow better

Channel: Marketing Against the Grain

Views: 3,496

Keywords: first 100 customers, how to get your first 100 customers, ai in social media, yuliya bel, notus, marketing against the grain, matg podcast, kipp and kieran, hubspot, hubspot podcast

Id: 9g66NyILWeM

Length: 44min 55sec (2695 seconds)

Published: Tue Mar 19 2024