YPMS Episode 6: What is personal branding? Personal branding basics, and more with Cristina Imre

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Show Notes

Casey Stanton
You’re listening to your perfect marketing strategy, the only podcast to teach you what’s working in marketing right now. How to know which tactics are right for your business, and the immediate steps you can take to deploy these tactics to grow your business today. Hey, it’s your host, Casey Stanton from https://cmox.co. And I’m joined with Cristina Imre, from Romania, a mindset expert and legacy builder. Hey, Cristina.

Cristina Imre
Hey, Casey, nice to meet you.

Casey Stanton
So let’s dive in. I want to talk about personal branding, and this idea of kind of creating a name for yourself online. So to kind of motivate this, we all work online, right? We all work from our computers. And in doing that we have these opportunities to create content and do things but this notion of like becoming a thought leader and having personal branding feels a little ephemeral and difficult to really like, tack down, what does it really mean and what does it look like and how does it work and who should do it So that’s what I want to talk about today. And tell me first, what is personal branding?

Cristina Imre
To me, you know, I have a quote that the future is all about brands and the communities around those brands. And this says it all, because now in the current society, you cannot achieve anything big. If you don’t have this personal brand. It’s like, you know, it’s your identity. But how do you have this identity now from offline and bring it in online? And how do you want to have leverage in the future no matter what you’re doing? So I’m a firm believer that no matter where you are and what you’re doing, now you need to build a legacy and this legacy can become something true like through this personal brand. And so, I advocate for this for any kind of level. And because only this way, you can just translate your voice, your authentic voice, and even if we think about what is happening right now online, and You know, the, all this fake news and what we have come from now on, if you don’t have your personal leverage to combat that, then you can be ruined or destroyed from one day to another. So this is your only, like how to say bullet proof method to not just be something for today, but also for the future for the future generation. And that is why the legacy building comes into the play, you know?

Casey Stanton
Yeah, that makes sense. So, here’s your premise here is that the personal brand allows you to do a couple things. One, it’s you and it’s kind of like authentically you too. It’s how the world can then perceive you three, it’s your ability to defend yourself and kind of exist in the market, and it’s not tied to a business. I think a lot of people consider the branding of their business and they don’t think that the brand of themselves and as a result, if they ever leave a company or sell their company, then they are nobody again instead of being brand yourself. Do you agree?

Cristina Imre
That’s exactly true. And on the other hand, you can also bring up your business, especially if you’re a startup and a small entrepreneur and you’re just starting out and you don’t know what to do. If you do have a personal a powerful personal brand, then your business will grow in a smaller fashion he is Yeah, you know, like, compared to no one knows you. So it works both ways.

Casey Stanton
Yeah, yeah, that makes sense. So, personal branding, like, I understand why it’s important, but what is it? How would you constitute a personal brand? How do you know when a personal brand has been created,

Cristina Imre
When people are starting to talk about you and when you have, cause like, for example, I had when you are not making sales anymore, like you are caught, and they say, Hey, I followed you for this time I wrote about you. I know how you think. I completely agree with the way you see the world or if it’s about the business, what you did with your business, and what messages are coming out. So I just love you, you know, your clients come from a fan base, not anymore from a client who need to be pursued and influenced in order to buy from you. And so this is the ultimate state where you want to be that you don’t sell anymore.

Casey Stanton
Okay, so a personal brand in your eyes is successful when it becomes magnetic. And people understand who you are and what you do, and choose to do business with you outside of direct sales, but instead they just feel drawn to work with you. Right?

Cristina Imre
Exactly. And this brings another strengths here because if you attract your clients this way, the right buyer will come to you, you know, based on values, you share the same values with your clients. And what does this mean is that in the future, working With this client will be everything better you will enjoy the process you will love your client, they will love you. You won’t have, you know, like when you have those clients like what is your price range, you are setting yourself too short or too high doesn’t matter. You need to find the perfect client for yourself. So it’s not about just any client is good for me because I need to make a man and my business just to grow. No, you don’t need any client. You want the perfect client because you will work happier, you will be more effective the client will listen to you and or the steps what they need to do in order to have the best collaboration. So you cannot have the same results with a client who didn’t know about you. Then compared to a client who is one of your friend or it was before it became your client.

Casey Stanton
That’s a great point. I think in like the sales process, we say it takes eight or 10 or 12 touch points before you make a sale. those touch points can be really formal, like an email check in or a phone call or seeing someone stepping into their office. What you’re saying is through personal branding, you can make those touch points and a lot more without the need for the one on one. Because if you do enough content, if you create enough content and kind of facilitate that, then someone’s going to receive enough touchpoints that feel kind of custom tailored to them. Because you know, one in 10 tries, you’re going to probably hit them with something that’s relevant and valid. And that way you can reach out to more people, you can continue having conversations in the public eye, and people see you as an expert. Right?

Cristina Imre
Exactly. Just imagine the people you admire today. And at some point, you need them and you finally reach them. You’re so excited, you’re so happy that they have the time and they want to work with you. So you are already from this exciting mood. And so you are put on action. You want to do everything what they say you to do. So it’s some some sort of electric Got a connection already and communication and relationship what is formed this way and nothing can be this and they have I have clients like this and those who approached me from the fan base are just amazing you know it becomes an instant connection from the first real communication because they followed my content they know who I am and when they finally reach me hey I need your help and now is the time if you do have time for me and I have then something magical happens you know everything what you’re doing and building from there I don’t need to waste hours and hours days or weeks. Just making them understand my viewpoints and what I want to create because they are already you know, they like finished the elementary school with me they know ABC. So we are fast that we can now really function and construct something solid the future so this is something amazing

Casey Stanton
In this in the future. I think that that probably taps into your, your legacy building which I want to get into. But before we do that, I think I now understand the why of personal branding. But how does someone create content? It’s really difficult for people listening to this, I’m sure to like, open up a blank Notepad or just turn on their phone camera and just kind of wing it. So what’s your recommendation for creating content that isn’t just content, like it’s content that lasts it’s content that maybe is timeless? Or maybe it’s timely content? That makes sense because at the end of the day, it takes the same amount of time to create ad content or short lived content as it does to create maybe something that’s long term invaluable? What’s your process around that?

Cristina Imre
So you need to have timeless and timely content in the same time, but before that, you start with self awareness. So before you start to put content out there, you need to just know yourself a little bit more. So okay, why am now what are my goals today in my business, or for me, as a person, and where I want to be so To me, it’s something like, I don’t think there is one content online about me what I shared, what I wouldn’t be okay? When I’m 70 years old, or like my grandchildren can see, even if they are funny stuff, you know, I’m so conscious about this. Because if you are building a legacy, you can be funny, you can show any kind of foolish things, but how foolish they are, you know. So like before, I do have this instant filter, like, if I read this in 50 years, it’s okay, it can go or it’s something I shouldn’t do. So this filter just works instantly. And then I know I can post this or not, but coming back to self awareness, so you need to know this with a long term vision as well. So who I am today and where I want to go, and my content needs to reflect that because otherwise if you have contradictory messaging around your content, Then people won’t know you Exactly. It’s like just throwing out a lot of information today about the topic tomorrow, a different topic. And so people will just take you like someone I know, but I have no idea what she or he wants to transmit. And where I can come as a client, you know, they just don’t really know. So you need to be conscious about your content, becoming self aware about you and where you go into the future.

Casey Stanton
I have a quick thought there, which is, entrepreneurship is a great opportunity for someone to become self aware, there is no opportunity in life that I’ve experienced yet and maybe parenting is like this, but where you’re just stressed on a regular basis on how like different things that are in your control and out of your control and how you’re going to show up to them and, and and how you take that information. Being an entrepreneur means really getting a better understanding of who you are and how you view the world. If it’s skillful, and if it’s helpful, so as the listeners who are entrepreneurs or become entrepreneurial, that’s an opportunity to become more self aware, I think it’s a really good point. And then I’m also reminded that, too, to have a personal brand, we need to have our own opinions. And our opinions need to be based on something that we believe. And that belief needs to come through self awareness and self discovery. And that’s why when you hear someone who says something on a podcast and it doesn’t feel right, it’s probably has to do with like them not having a fully conscious opinion on it. They haven’t thought it through well enough, and instead, they’re just kind of like regurgitating what someone else said, and they’re just putting their name on it. And that’s not like actual content creation, right? That’s just kind of like faking it. Would you agree?

Cristina Imre
Definitely. And if you’re an entrepreneur, just start, you should start with self awareness because there are many entrepreneurs or want to be entrepreneurs who just jump into a business because it’s trendy. You know, and they think that they can make a lot of money. And so they will burn, crash and burn if they don’t love the process. And they don’t have any kind of expertise. There are multiple ways to build up a business from scratch. And I did that many times, with myself and with others. And so I did many mistakes. And I see that many of the youngsters today are starting businesses based on what they should do, not what they want to do on a long term basis. You never start a business without closing your eyes and thinking, can I be fully there in this business hustling for the next five years because I love the topic or the product or the service I can offer. And if you cannot see or you just see yourself, oh, my God is six months I would not do anything in this anymore. So if you see things like this is a first point that can set you up. Or at least have you to choose the right industry and the right company for you to get.

Casey Stanton
It’s so important. When you have a long when you think long term in your life, you think, where do I want to be when I’m 70, or 80, or 90 or 100, or maybe 150, right, with all the technology that’s happening, you, you have an opportunity to choose the direction that you go in your life. And don’t just say, I’m going to create content right now for this thing that I’m in. And I don’t know if I’ll be here in six months or a year. Because if you do that, to your point, you’re creating content that is very short lived, that’s not really authentic. And if you do something that’s built based on a longer term strategy for your life and kind of the arc for yourself, you’re going to create something that you can use and see and when you’re 70 years old, 80 years old, and you can say yes, that’s still valid. I still believe that that’s still part of my message.

Cristina Imre
There are different aspects to that. So once you you check yourself where I want to be at 70. But when it comes to business, you need to think that now I cannot just create a evergreen business it’s not possible it’s very rarely successful for so many years. If we take the statistics from Forbes how many companies big companies resisted over the years, you see that this lifespan is going down and down and down. So you can think like business like business wise in five years terms. And so you also need to clarify if you want to sell your business or this is something like it’s your true passion and you will build it and build it and ramify it and do other kinds of lines around this business or it’s just something you want to build up because this is also possible. You just want to scale a business and then sell it and do another if you are this kind of entrepreneurial thought. But in the same time that business needs to be built like okay, but which are my true core values, my entire life war and they will always be so business can be aside, temporarily, the hospital for me, but I am cautious enough and I’m connected enough with this industry and what I want to build and how I did that it’s not disconnected to my core beliefs, you know, I can be even honest about my intentions and what I want to do, you know, especially with the people who are working with you not necessarily in your messaging online, but people who will work for you and with you. They need to be wired to that same idea. What type of businesses this?

Casey Stanton
That’s great, okay. So, when we talk about content creation, you said first, self awareness is critical. What happens after self awareness?

Cristina Imre
So after you’re self aware, now everything becomes clear. You can create a sheet and just write down. So if these are my values, and this is who I am, and this is the road I want to go so What type of messaging I want to transmit all the way and I won’t shy in any kind of space or social media channel. And then you just start to you will find your channel, basically, because here many people just stop and they procrastinate, because they find that they are not good on camera or their voices are not good or they don’t know how to write and so on and so on. Doesn’t matter, find your best way to put content out there and then multiply, but start doing it because here you see it’s a contradictory it could be seen as contradictory, like just pour out content, but in the same time be self aware. That is why self awareness needs to be the first point once you are self aware, you just start pouring content because you already have that filter that this content is okay, too many.

Casey Stanton
Got it. Okay, so you’re Able to draft a document that says kind of the content you’re gonna create. And I would assume like you’re saying, like you can create rules or kind of a rubric for the type of content that you want to create Is that true?

Cristina Imre
This is just a basic line, especially if you were not self aware before. Because writing it’s a process to know yourself more. And when you see things, it’s you know, your inner world, and outside what is different. So how you process information when you think about the content is not the same, like when you write it down, you put it in a document, and you can read it. And if you do an extra step, when you read it out loud, everything will switch then because you have different kinds of information from different parts of the brain, you know, what you didn’t have before just thinking about the content. So this is very good process to become even more self aware, and why writing this content without thinking too much. You will start slowly to see This resonates with me, this doesn’t this Yes, this is not. And so you continue this process until you just have that kind of click, ah, I know now how I want to write or what kind of message I want to bring into the world. And that which resonates the most with you should be part like with your signature model type of content. And I like it.

Casey Stanton
There’s a component of that that I want to touch on, which is when someone thinks of creating content, I like the idea of things that are faster to change and slow to change. So there are things that are fast to change. So in marketing, what’s fast to change? What Facebook ads are working right now? Is it a webinar or is it a direct lead? Is it a lead ad? Is it you know, a CPM bid on ads, whatever, there’s like a tactic and it’s working today. That’s going to change maybe tomorrow or next week.

Cristina Imre
I gives you an example about this, what works now and what not and Including, including Facebook ads, for example, since COVID, and still now everything what is about the success message, how to become successful and rich? It’s a big No, right now, people don’t want to see this. When they lose their houses, they don’t have a job, they face so many difficulties around them. So everything what worked three months ago doesn’t work right now. So you need to take this off. And I started to see again, you know, like with the openings, people start to get back to their old messaging, including today I saw messaging about how to become successful reach and so on. And I said, Oh my god, you started this again, this is a big No, not just that. It doesn’t work. But you will lose a big part of your fan base.

Casey Stanton
Because it’s not authentic that way.

Cristina Imre
Because they have other emergency too. And problems in their life today. And when you just point out success, they will say that your big fake your big sheet right now you’re saying this to me when the entire world is suffering, and big companies don’t know how to pivot, and how much are their losses, and there are still, the CEOs are in the Mad mood because they don’t know how to create this big shift for their companies. And you’re coming to tell me that how to be successful. You are a big liar. Fuck you. Sorry, you can beat this out. Okay. So you know.

Casey Stanton
Yeah, I think that’s a great point. I think that’s a great point. So just just to finish that sentence, there was like, there’s fast and slow to change. And if you’re creating content that’s slow to change, slow to change your principles, slow to change our frameworks that work in your industry, things that will always be true long term. And consider I think when you create content, it’s helpful to think fast, the change is timely and people are in interested in it. And that’s important stuff to share. I think what you’re sharing right now about COVID is completely true. And a lot of people are tone deaf or blind to the fact that their world is suffering. And they’re forcing an offer that really works well in an up market, when the stock market is growing. And we don’t have 30% of, you know, people in America that are unemployed like this is a, this is a different time. And you can also sell or, or teach on or share content on slow to change content, which is content that will be relevant in 10 years or 20 years or in 50 years. There are principles to what you do consider those. And then there’s the kind of the on topic kind of topic du jour that you might want to share too. And I think changing that content is probably a good way to stay relevant long term and be relevant short term. Do you agree?

Cristina Imre
Exactly in my case is for let’s take just like a superior legacy beer there is a long term evergreen thing and this is built up on my values. So that is why your values are important like, fairness, integrity, in my case, empathy because I do have this another quote, like, empathy should become the number one skill to be seen in leadership, for so many reasons, but this is another topic, but it’s part of my evergreen processing, no matter what I do, if I can bring this message to the world, and I do have to turn on then I will do it today in 10 years, and in my past, so here values are the most important things like what are your values? If it’s empathy, cool, then around empathy, you can create evergreen content that your entire life. So yeah, this is the idea.

Casey Stanton
That’s a great point. So having a value. Instead of it being tactical having a value and using that as leading for content that makes a lot of sense.

Cristina Imre
And another thing you need to have for this long term got your moonshot. What is the moonshot Let’s say if you would have $1 billion what would you do? What would you live in this world? What would be your legacy to your children and the future generation with 1 billion not million? So you have no stress financially. Now what it is, and stay on this, clarify it, because here is your answer.

Casey Stanton
That’s great. I like that a lot. People are short sighted I’ve been short sighted. I try to think of the future and it’s difficult to do. It’s a muscle that I feel like it’s underdeveloped. And you know, most folks and it takes regular review and kind of consideration of where you want to be and what kind of person you want to be. I’m curious, is there any personal development products that you really like in the space around being able to create a long term vision for your life?

Cristina Imre
Well, I have one, but I would say that you need to search for yourself. Because this is about mentorship, and you can resonate with me as your coach or your mentor, but you cannot also. And so you need to find, and if you are just starting, I would suggest start YouTube. Just go and search YouTube speeches used to talk and see with whom you’re resonating. Because if you’re taking classes, master classes from someone you’re not resonating with, you’re doing it in vain. And I don’t like to just spend time on nothing. So first, your role model your mentor is someone who you really like and you want to learn from. And when we identify that mentor, then just see what that mentor has. And if that mentor doesn’t have anything for you, just reach it, reach that mentor and say that Hey, would you mentor me? What can I do for you just mentor me I want to get close to you because I want to grow. So there are amazing products out there, I don’t want to recommend I really recommend just base because you’re doing in vain. And people, if they take my recommendation, and they don’t like the person, it’s no, it’s no real value for them in personal coaching guy can do, because I’m very intuitive. And if I know you as a person that in time I just click and say you need to do that or take that class or listen to this person. But to a vast majority, no, this is a something I don’t do anymore.

Casey Stanton
Okay, great. Thank you for that. So content, we kind of understand the content that needs to get created as far as like the values or maybe it’s slow to change or fast to change content. And then you talked about writing do you encourage people to do audio, video and any other kind of content creation.

Cristina Imre
I encourage people to do everything. Every kinds of content because they can multiply the content if you start from a podcast from a podcast, you can multiply the podcast is the long term form right? Then you create the same long term form for YouTube but you put some stocks and if you want to record like, you record the podcast then you put that format these are the long term formats and are amazing for sale practices. Yes, SEO and, but you create also an article if you want to go more and increase your SEO and short at least from one podcast, you can create minimum three short clips, one two minutes for LinkedIn, Facebook, Twitter, Instagram, depends on your socials. You should have at least three sources main sources to approach don’t rely only on one you have Main one, three, not so main. But let’s say the most important just because you need to be on more channels to be approachable and make it easier for your listeners and audience to find you. So you do have this today. And so then from one long term format, like this podcast of ours, we can then create other little type of content for our audience. But you we’re focused on your favorite type of content. So if you don’t like to be in front of the camera, you can create stoplight videos with others or just ask someone to do it for you. And if you like to talk, then what should be your favorite type of channel. And from there, you have a crew, you create a group or you start learning yourself how to create those little micro content for the other channels as well.

Casey Stanton
Is there any tools that you recommend right now for creating those That micro content that came from a video or a podcast

Cristina Imre
Depends what kind of tools you have. Now you can search for stocks, for example, there are many type of stock platforms for this.

Casey Stanton
Like stock photos, Like unsplash, I stock photo, that kind of stuff?

Cristina Imre
Yes. pixabay as well. pixabay has even videos and they are free. That’s a great platform to go if you want to start from nothing, and you don’t have big finances. And even if you have, it’s a very good place and with very quality products there. Then convoys, again used a lot, especially by instagramers. It creates some facilities for short videos as well. And there are other paid platforms. If you want to become better in editing. Then you go with other kinds of platforms.

Casey Stanton
Adobe After Effects, that kind of stuff. But you can hire that out if you want something fancy.

Cristina Imre
These are a little bit more complicated. But you can go with Filmora, for example, which is more easier for someone who starts editing.

Casey Stanton
Got it. And I’d like to think of this as in the term of like, effective hourly rate. Is it really worth taking the content that’s been created? and atomizing it breaking it up? Or should you have someone else do it? And the question, you know, the answer, I think, is just figure out how much an hour you want to make. And then start outsourcing the tasks that make less than our than that. And then you have an opportunity to kind of like earn an hourly rate. So do to start if you want, I’m the kind of person who likes to create the content and then like, do the first couple episodes like for this podcast, I did everything top to bottom for the first couple episodes, created a process and then I never do it again, because I have someone else do it for me. I know what I want, intimately, but I don’t have to then actually do the work. Do you agree with that kind of process.

Cristina Imre
This is dependent Your personality and your finances. Absolutely. In my case is the same. I like to learn everything before having a branding online agency on the sideline. You know, I wanted to learn everything in Photoshop I was good already but in editing and filming not so much so I started this together with my agency and to can communicate with my team better, you know, so it’s not the same thing like you don’t know the difference between filming and editing. If you’re not there. I have no idea like today if I give to an editor something to add it, I can see from the stock and from the filming that Oh my God, this will be awful for my editor and so I can’t evaluate properly his job or her job. I couldn’t before you know. So if you are an entrepreneur, you should need to do pretty much everything at least understand it before giving it to someone because This creates also leverage for you because you know how to delegate and what to ask for. So, even if you have the money at least, just dedicate some time to understand the process, if you don’t want to do it, at least just see some tutorials to truly understand what it requires, in order to someone to take your true message and then translate it into a video or audio or any kind of form. At least you need to understand the process to be even better and effective. Then later on what you did is perfect Of course, you will save a lot of time especially and time is money. And so if you do have the team will understand your message. And if you do have the example so you did it everything they could see exactly what you want and what the type what type of person you are. So this is also called but many start with no finances, so they should rely on tutorial starts to learn from their and create content understand themselves better. And once they have some more money to take.

Casey Stanton
Great, great, that makes sense. Thank you. So let’s talk about scheduling the content. How often do you think that content should come out? Is there a cadence that you recommend on different platforms? How do you treat LinkedIn differently than Facebook or Instagram?

Cristina Imre
Oh, yeah, this is a complex topic. Every platform has a different mindset has a different expectancy from your friends. And they can get mad if you don’t do the same. And so yes, we can talk with about every channel if you want, or just create a general LinkedIn is very, very important. If you are a professional, you want to build anything you need to be on LinkedIn right now. It became my first platform during COVID. And I intend to keep it as my first platform because what I managed to Do there in two plus months is just amazing. Now, truly, it’s precious. So Facebook needs to be a different type of content, you’re more entertaining there. And I would say that I don’t like Facebook too much from a content standard view because the organic reach is very low. But from the ads, but then of you, it’s very important for you, if you want to grow, you need to focus with ads on Facebook and in Google, based on content, you need to have content on Facebook because they expect the content but your reach is anyway low. But if someone starts to like you and goes on that page, they don’t want to see that you’re nowhere there. You are not active and you have nothing with Instagram. Instagram is very harsh lately. The organic reach is very dumb, and it punishes you for anything, you just lose subscribers so it can be for someone who psychological is not prepared. Not take like negative vibes or rejections good. And you know head the way they should avoid a little bit Instagram, it’s very important for your marketing strategy. But you will have this kind of switches every day with subscribe and unsubscribe. And this is a game on Instagram. But if you are there your daily posting is very important. It’s good to have the square posting now Instagram goes well again with images, not with videos. And this is very clear to me. We receive this word and with stories and igtv starts to get get better. But the same like with Facebook when you do ads you need to take into consideration as well. But if you are there and you create a strategy on Instagram, you need to be there on a daily basis constant places and dedicate a big amount of time not only to creating daily content, but also interacting and going on other pages interacting and bringing your subscribers those subscribers to you also.

Casey Stanton
Yeah, that makes sense. There’s a lot of specifics here on the individual platforms. And one thing I’m hearing is that the platform’s change. What’s working in Instagram right now is stories and HGTV. And I saw recently I GTV is showing like 15 seconds of the longer form video in the newsfeed and then you have to watch it longer previously was a minute, like they’re making these micro updates, which might be pulling people to longer content. So Instagram continues to test and as a result, as marketers, we have to keep our eyes peeled on what’s happening. And there’s also feels like a tremendous amount of work. And it doesn’t make sense to get into this if you’re not going to do a good job. I would assume that if you do a really bad job on Instagram, it’s worth less than doing nothing. Would you agree?

Cristina Imre
Oh, no, you need to be on every platform was is meaning like you don’t have enough content right? Not that you’re throwing garbage content

Casey Stanton
Or poor content because you just didn’t focus in like really build something that mattered

Cristina Imre
Poor content doesn’t make sense. Never. But if you have something is better than nothing, just to be there and they can find you. And so I would love to add the with the lives, the lives are also or something or the platforms or testing, like Facebook had already lives. It’s a little bit older in the game, but the LinkedIn game of install came out and they are battling in the US

Casey Stanton
LinkedIn Live is just in beta right now. Right? They’re just accepting a very few people but LinkedIn Live is gonna be a big thing we’ll see. I mean, I think people are gonna do business lunch kind of calls and it’ll be really interesting to see how LinkedIn leverages live video.

Cristina Imre
It is what the Many big players did during coffee lives and they are very well, for example, I was pretty much subscribed to mentalize and Harvard Business Review, for example, created lives. I don’t know they were, I suppose on a weekly basis, but some were also on a daily basis trying out things. Then we have Twitter we have Tick tock, like, tick tock is another completely different issue to discuss. So it’s important for you to know what you pointed out that they take time. And so it’s time consuming to build a platform. And so it’s not just like you take something and everyone will come to you. That is why it’s good to choose wisely. First, which is the platform you like the most you resonate the most second word is your audience. If they are in the same place where you love that it’s easier for you because maybe you don’t need five platforms. You need to just You know, but if these things are not exactly in the same place, then we have a disconnect. So you need to address this disconnect and see what are your priorities right now to build up your brand. But also bring your followers to your place, you know, to your home, bring them coffee, where you want to be raised. And this is a bit harder. So you need to be out there in all shapes and forms as possible. If you can.

Casey Stanton
Great. Yeah, that makes sense. So what size audience Do you feel like is a good size audience? Do you think that people need thousands of story viewers or does a couple hundred work?

Cristina Imre
Now since we are in a time where everything is about brands, and these tribes around the brands, I saw tons of success stories around a very small follower ratio, and this applies to Instagram. Same with Facebook groups, Facebook groups are working. Oh, I forgot this. It’s important. Facebook groups are very effective today if I said that the feeds are not the ads are okay and working and are cheaper than before COVID. But the groups are truly a masterpiece. And I saw many businesses in the service area, especially who just grow through a Facebook group or nothing. And they have hundreds of people there. Maybe just a couple, you know, one 200 but they nurtured them so well that when they wanted to sell something they they did have that says they needed from that and on Instagram as well because the DNS are functioning pretty much Well, if you’re doing a consistent job there. People are answering in different ratios defending your messaging. And you can reach your target audience. If you do your math and You’re so profile your perfect clients, and you approach those, you can have a good ratio to reach them and bring them to become your direct clients only from Instagram the messenger. So yes, you people, these are the two lines I noticed that are very effective in 2020, the Facebook groups and instant DNS. And so the next step from the DM is just to bring that potential client to a court. And from there, it’s your job.

Casey Stanton
Wow. So I don’t know anyone else who’s really talking right now about Insta gram DMS, being able to drive folks to conversations there and have honest conversations. We’re not talking about doing a bot. We’re talking about actually talking to people. Is that right?

Cristina Imre
Yes. And I test all of those things which I find interesting because of my clients, I want to advise them. And I tested this Instagram is also not exactly my favorite. I went on Instagram very late. And but I went because I needed to and I tested this tactic, or two weeks, and I was amazed from day one. What I could do I just put one tactic in place in game. And yes, I could create meaningful conversation in the first 24 hours. But it is a numbers game. It is a number game and the profiling game. You can use the number game if you do a good profiling If not, then you need to hustle a lot. But you can achieve this on Insta.

Casey Stanton
Wow, it seems like a really great way to get in front of people. When I think of like, what I want to reach someone is I want to send them a message that I want them to see it. And if I’m sending them a DM on Instagram, and they read it and they get a notification on their phone, that’s a pretty cool hack, it’s pretty close to being able to send them a text message. And that’s a really good idea. It also feels a little daunting with all the work that would be necessary to have so many different conversations. And if you hired someone to open those conversations, and once someone has actually qualified you personally took over, it’s probably a good way to run it would you say?

Cristina Imre
Of course, and you can do another thing like this tactic is not just based on the we start with profiling, let’s say Where is your perfect client? Okay, so once you know your perfect client, you say who are Those top rated or influencers in the area where this can hang out like commenting and so on. And so you go to that top figure page and you check the comment feeds because it’s also easier this is a hack so if you choose to put in your base people who are already commenters because they are the silent readers watchers, you know, and so they are a little bit harder to open. But if you do have a comment there already it’s easier to to start something with those. And so you just go on the comments and those who like what if you like someone Oh, he commented, and from to that feed, it could be a potential client is interested in this topic, for example, then you go on their profile, and it comes the second part of your strategy, like you subscribe, but also like a couple of pictures and if it’s possible to come on, and you don’t like the last pictures, you can like the last picture but you go Back to study to profile a little bit if this is your perfect client or not, you know, and so when they will, before they see the DM they need to have in their feet. Oh my god, it’s like he, he’s a stalker what they need to have that impression Oh, he liked a picture of mine from last year or something. This is interesting, at least just to be interested. And so when they see the DM, and the DM needs to be clever, then they are a lot more open to interact with you because you did the diligence to go over their profile, you subscribe and then you sent a DM and so this way you can increase your success rate.

Casey Stanton
I love it. I love it. So this has been really helpful. I’ve learned a lot. One of the things that I’m taking some of the things I’m taking away personal branding, people should do it if they’re looking to it. First. They have to have the self awareness to know who they are as a person and kind of what matters to them. And then personally branding allows us to create content that is long lasting evergreen. And your belief is that that content should be in multiple places. You talked about maybe a primary and secondary social media sources or social media sites to put that content on LinkedIn being a good one for business. That makes a lot of sense. Being everywhere, I think makes sense to if you have the resources for it. So I think that’s really smart. Being able to take long form content and atomize it or chop it up and put it in different places, allows it to be consumed in a way that makes sense for the platform. And as we create our content, we have to be conscious of the platforms that we’re creating it for, we wouldn’t create overly business e content on Facebook, where that’s more of an entertainment platform. And we wouldn’t create too much entertaining content on LinkedIn, we could maybe be a little more clear and specific about like the business benefits on you know, on LinkedIn as a platform. You talked about different tools to use, and there’s a number of them, people could just Google and find the right tool for them to create that content. cadences. unique to each of the social media channels. You mentioned, the live platforms. So Facebook, Live, Instagram Live LinkedIn Live are really great ways to have conversations. And I think that’s absolutely true. And in the end, this personal branding is about who you are not about who your businesses may be how you interact with your business, but it is who you are as a person. And it’s the content that you can take with you five years down the road, 1020 3050 years down the road, that content can still be relevant and valid. And if you take time now to consider what that message is, and what your values are in that premise, you can create content that lasts instead of creating flash in the pan content that is only you know, something that you’re happy with for a couple days. And then maybe you’re embarrassed because the content was not really ever yours and you just took someone else’s idea and kind of said it was your own. So I think this has been really helpful in understanding personal branding. It’s kind of got lit a fire under me to want to do some of this. So thank you for that. And if people want to reach out to you, how do they do that?

Cristina Imre
So they can look for my website where I also have a master class right now or coaching services, but I started the blog, so they find also amazing articles. So I can add this that just consider your content to multiply it, for example, in an article, you can have your video format, your podcast format. And so it’s already something what is also very good to be searchable on Google. But it’s part of your resume in the future. If someone will find you through those contents, then it will speak volumes about your so yeah, you can find me on https://www.mindsettogreatness.com together written together, and I’m also on LinkedIn and all the other channels. So I mentioned LinkedIn now my number one social, so if you want conciseness you’re just to speak to me and ask about your business what you should do then that is the channel but I answer on all channels pretty much, but this tool would be my main today.

Casey Stanton
Awesome. Well, great. So that’s Cristina and the last name is spelled I M R E. Cristina, Thank you so much for your time folks can check you out at mindset to greatness calm. Thank you for being on.

Cristina Imre
Thank you.

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