EP0010 Top Of Funnel Fuel (part 2)

Freedom! You're listening to the Daily Motivation Podcast, a place to take your life to the next level, your business, your fitness, your dreams. Let's go! What up, what up, what up? It's your boy Cauveé Inspiration Engineer. You already know what it is. Welcome to another episode of the Brand Builder Playlist Podcast. Where we are building personal brands for the creator economy, where creators become brands, brands become businesses, helping creators and entrepreneurs build brands that last by creating a category-defining brand. Whether you're a speaker, an investor, coach, consultant, author, streamer, or anything in between, this is the place for you. I want to welcome all of you back. Let me know where you're tuning in from, where you are catching this episode. Make sure that you hit that subscribe button if you haven't already. We are talking about top of funnel fuel. That's what I have called this because I started seeing some trends in the marketplace around Facebook kind of setting or leading the trend, and then X, formerly known as Twitter, piggybacking on their trend. And now LinkedIn has a beta around boosting your organic kind content to reach the right people to where you can create some volume. If you haven't listened to Media Machine, make sure you go check out that episode. I would highly encourage you guys to go check out Top of Fuel— Top of Fuel— Top of Funnel Fuel Part 1, because today's episode we're going to be diving into the systemizing of boosting posts and what that really looks like to get people to take the right interactions, right, and feed more fuel and volume to the posts and the things that you're creating. Okay, now I'm going to be speaking in generalities because things will change as they always do, things will evolve, but the philosophy of what I'm sharing, the principle of what I'm sharing, will remain the same. One of my favorite quotes is from Ralph Waldo Emerson, and he says, as to the methods there may be a million in some, he says. But the man— and I like to add, or woman— that can successfully grasp the principle may successfully select his— I'm gonna add, or her— own method. So we are going to be talking about the principle of how this boosting thing works. All right, now I need you guys to understand where my message is coming from, because if you don't understand, you might just think, oh, Cauveé's telling me this because he's trying to sell me something. And either you're being sold or you're selling. Like, that's just what it is in the game of capitalism, in the game of consumerism. But I have nothing to sell you but just sharing my actual experience, which hopefully a lot of you guys are like, yo, I've experienced that. Because if you have, then we've got things that can help you, which will be in the show notes to help you solve this problem. All right, like, that's really what it is. Here we go. So The biggest thing for me, when I started building my personal brand, I started on LinkedIn first and I grew it to over 10K. I had Facebook followed by that, uh, to like 1,000, and then I grew my personal Facebook to like 5,000. And I started really building my brand around social media, thinking that social media was real estate that I own, digital real estate. That I own. And I want to take a quick caveat: if you are thinking how Cauveé Inspiration Engineer was thinking, you do not own that real estate, okay? What do I mean by digital real estate? Having someone's email, having someone's phone number, being able to connect with those people in person— that is your real estate. And if you are relying on a platform to share that data with you or to partner with you in a way to where you're safe, you are being very ignorant like Cauveé was. So I was thinking, hey, if I build an audience of 10,000 and then I post content, my 10,000 will see it. That will be my top of funnel fuel. I didn't know, yeah, algorithms and all these different algorithms have all these different formulas as to how they're going to show the content. So what is really happening What is happening, and really what's happening today in 2026, what's happening, all these platforms are like, yo, we saw what Facebook did, how much money they made on advertising, we want to get in the game. And now for your reach, for your ability to touch somebody, for your content to show up on their feed, we're going to start getting away from organic content. I'm going to go ahead and say organic content is going to die, y'all. It's going to die. And reason why I say this, and I say it so passionately and firmly, is because my organic content has died. And I do mean died. Out of that 10,000 organically, maybe 2% if that will see my organic content. So I just started being like, you look, man— and a lot of you guys are like this, you're frustrated because you done built this catalog or this Rolodex of people, and now they're not seeing it. They're not seeing all your work and your effort. Are y'all feeling that? Are y'all experiencing that as well? Because Cauveé Inspiration Engineer Engineer Engineer, and so I just got to this point where I'm just like, look, no longer am I going to do the organic thing. Either we're going to run ads, and that's the primary way we're going to outreach, or we're going to boost posts. And today we're talking about boosting posts because boosting is still relative, boosting is still relevant. Why? LinkedIn has a beta right now for boosting posts, meaning they want to get in the boosting game. For whatever reason, they see boosting as a way to be successful. They also have advertising as well, and now they're offering it to your LinkedIn page. And, you know, if you're like a LinkedIn business page Now you can also boost from your LinkedIn personal page. So they're trying to double dip and figure that out. Not knocking that, cool, understand it. But for my creators and my personal brands and my entrepreneurs out there, we didn't understand it and we weren't aware that our organic content wasn't going to really work for us. So if you're still playing the organic game, you are about to be extinct like a dinosaur. I'm just calling it what it is. You got to get into the boosting of posting, okay? And it sucks, to be honest, because you're like, damn, I gotta pay just to get people to see it. Yeah, pretty much, pretty much is what it is. All right, now I want to at least soften it a little bit. You still want to do both. This podcast is organic, right? This is still evergreen content. We still want to serve our community and communities As people become more aware of you, you still want to serve them with free content. I'm not saying like, okay, now 100% gotta be free. I'm just saying you're going to be better served to do a 70/30 or an 80/20, to where now you're posting but you're boosting every single post you post. Okay, now here's what I would recommend. I'm gonna give you a little game as to how I would do it. There was a guy named, um, or not was named, his name is Dennis Yu. He, uh, worked with a company called Blitzmetric, and he was one of the first people when Facebook introduced it— introduced it? I can't even talk today. When Facebook introduced advertising, him and his, uh, we'll say co-founder or colleague or employee, whatever the relationship was, they had a whole thing around a dollar a day, a dollar a day advertising strategies. And I believe— don't hold me to this, not law— I believe they still teach it to this day. Why do I bring that up? Because the core principle or philosophy around what they were saying— it wasn't the dollar a day, that's what I'm saying. I'm saying the strategy of what they were saying is what we're still talking about. And you can use this same strategy whether it's organic or you're going to invest a dollar a day or whatever you choose to be your threshold. I would recommend to keep your threshold a little low because what we're talking about is testing. Ding ding ding ding ding ding ding. That's the, the magic word we're looking for— testing. Okay, once you post content, let's say it gets 50 people. It will tell you analytics how many people saw it, which is called an impression, meaning they didn't actually see it, it just showed up on their feed. Okay, out of the 50 people, let's say you get 2 likes. This is a very common example. Okay, so what does that mean? I'm not a math whiz. I'm sure you guys aren't a math whiz either. So let's just go ahead and do this on the fly. So that means you got 4%— you guys can't see my phone because it's blurred out on the green screen, but there you go— 4%, all right, conversion that, that post got liked by people who didn't know you. And that's another thing, was the likes from someone that you knew or someone you didn't know? The example I'm giving you is somebody that didn't know you, okay? So if somebody that didn't know you, 2 people like it out of 50 people, 50 impressions, then the first thing that I want to know is if I boost this post to 100 strangers, right, 100 strangers, if I do the math, times that by 4%, I should get 4 people to like it, okay? That would be the first test. So the first test that I would do is if I boost this post to 100 people, I want to see, will 4 people like it? Will that 4% hold true? Okay, then as you've learned if you watch the or listen to the Media Machine episode, uh, and Top of Funnel Fuel Part 1, then I might want to go a little bit deeper and go to 1,000 people. And now say at 1,000 people, 40 people will like it. Okay, okay, cool. Let's say I blast it that happens. Let's do it again. Let's go to the next level and say 10,000. I blast it to now 10,000 people, or I boost it to 10,000 people, we would get 400, right? So a lot of you guys are like, Cauveé, why are we doing this? This is easy math, bro. Like, I can do this in my head. I apologize, your boy Cauveé is not good with numbers like that. I got to use a calculator. But I wanted to show you, this is the way it works. And the thing that I've been talking about is a lot of our businesses, we needed to hit minimum 100,000. My recommendation is a million impressions top of funnel, which if we times that by 4%, that's 40,000 likes. Y'all can't see it. There it is, 40,000 likes, right? Now, a like does not convert into money. The, the, the, the— let me make sure I'm saying this correctly for everybody. Our goal as creators, entrepreneurs, and personal brands is to get people to buy something from us. And if you watch or listen to the other episode, we were talking about the layers of the cake. So I'm going to go back to that for a moment. If I got 40,000 people to like, that means I got 40,000 opportunities of something within this post that I said they liked, whatever that was. That could be how it looked, That could have been the philosophy of what you said. That could have been the design. That could be a lot of things. We don't know what it is. We just know that 40,000 people liked it. Okay, cool. Now, are they customers? No. Are they subscribers? No. Are they prospective fans? Más o menos. More or less. Yes and no, right? There's going to be some of them that are fans. There are going to be some of them that are prospects. There are going to be some of them that are trolls. You're going to have a whole mixture of that 40,000. But having a system to now get that same 40,000 to move through a funnel and a workflow to get to the next level of engagement— we call this top of funnel, that 40,000, we call that awareness. Meaning they're just aware that you, the creator, the personal brand, the entrepreneur, exist. That's it. Okay, now back in the day— I'm going to take a little caveat, but we're going— it's a good caveat, so we're going to go to back in the day. Back in the day, pre-social media, they used to say you needed people to see 3 touch points the same day, basically, in order to make a purchasing decision. It used to be newspaper, okay? I'm dating myself here, but this is what it used to be, people. Newspaper, a flyer, like something like being in person, they see a flyer or you hand them the flyer, right? Like an actual, like, postcard type of flyer, right? Or it could be on the wall, right? And then either like a sales call or either something like a cold dial from the Yellow Pages and the Yellow Book or, uh, heard an ad on the radio or saw an ad on the television, and they were looking at statistics as to how many different— we call them touch points— needs to be made for that person to buy whatever the offer is. Top of funnel into transaction. Top of funnel fuel into transaction. It's still the same philosophy even though we've moved into the digital age. Does that make sense? You still want to get people to be touched to move into a transaction. And I don't mean touch in any weird way, so don't be all strange out there. For some of you, you crazy freaks out there, we're talking about the touch points of making a transaction from top of funnel fuel. Okay, so do you have a system to now get them to engage? With Facebook, uh, kind of modernizing or creating a different way to where you didn't have to rely on Google anymore, they created this thing called a pixel. And the pixel is the thing where it basically follows you around, right? It logs your phone, or it logs your laptop, or your desktop, or your iPad, or whatever you're using, whatever software— or not software, whatever hardware you're using to get on the internet. It logs an ID and timestamps that you— your— that pixel popped up on your actual electronic device. And now because that pixel, like, it checklisted that transaction that you went to that website, you looked at that post, you did whatever you did, now it knows what to advertise to you because you clicked on that, that pixel popped up on your, your device. Okay, that's how it works. Now taking that same strategy, and when I say strategy, it— some of these platforms like LinkedIn, as of today, not that I'm aware of, has the pixel integrated, meaning from organic posting. Organic posting, not that I'm aware of. I could be totally wrong. I don't think I am, but from your actual feed, the post that they liked, you don't have no kind of pixel happening within that post. So then it's like, okay, well, Cauveé, how do I get them to be pixeled or tracked It's technically what it is, to where we can keep this going. Because the stages of— and I want to back up a little bit— I talked about awareness. After awareness, we get into what they call nurturing, meaning that now it's— think of it like, like dating. If you're dating someone and you, you go on a date, the likelihood that— and if it's a real date and you're really trying to get to know this person and hopefully find love, the likelihood that you're going to get into sexual relations on the first date is super low. Because you're going to get to know this person, and then you're going to go on another date, you're going to go on another date, you're going to get to learn about them, and you're going to— right? That's how we do it as humans. So the likelihood that they come on and they like, they click, they do whatever, and then they buy something— unlikely. I still don't know you, bro. I still don't know who you are, Cauveé Inspiration Inspiration, or female. I don't know you, right? I just like, okay, cool, it didn't cost me no time to hit that like button, but I like that, right? So now we want to move them into the nurturing of the engagement, okay? Different engagements have a different level of connection. Somebody that takes time to actually write a thoughtful comment, and let's say it's a paragraph long— they took a paragraph— that's a different level of engagement for someone who just said good job or go bro, or, you know, something super like quick. That's a different Those are two different types of engagement. Then you've got someone that actually clicks on the link, which ties us back to the pixel. Okay, so how you get your content to now engage and nurture, and we're just gonna call it what it is, track this person, is you need to get them to a site that enables the pixel, which is why people, we call it a CTA, a call to action. You want a call to action that brings them to a site that has the pixel technology or something similar, so that now every time you come out with content, uh, a boosted post, an ad, boom, they see it. That is the game, right? Wrong or indifferent? Okay, now You might ask, okay, Cauveé, so are we done? No, no, we are not. Why aren't we done, Cauveé? Because we still ain't got no digital real estate that we own. What do you mean? You didn't get the email and the phone number yet. Once you get their email, their phone number, and I may even go one step deeper, I want to get people's address because I want to send you gifts. I want to send you merchandise and shirts and cool stuff. I want to build a real relationship with you. And even maybe on your birthday, I want to send you something. I want to send you something that means something to you, to where you got something tangible that changed your day. See, I want to have that level of engagement with my fans. So I'm a little bit old school, but mixed with the new school, right? I want to be able to connect with you at that way without being weird and stalkerish and Creepy, right? So phone number, email, mailing address, or PO box, or whatever makes people feel comfortable. But that's, for me, the kind of things that I want to do. And then what I want to do is— and this is just me, I'm not saying you should do this with your business— I want to move that into we hanging out in person. Whether you came to a keynote concert, whether you came to an event, whether you're Like, I wanna hug, take the photo, and do all the things. Hey! That's how I wanna build. Why? Because when you're building in this way, we're talking about advocacy. You can have fans or you can have advocates. And if you got an arsenal of advocates, Cauveé, what is an advocate? People that are word-of-mouth warriors that are going out and selling your business and you didn't ask them to. Apple, for example. Has advocacy. Once you get advocacy, the game changes. The game changes. You now are in the Drake conversation. You are now in the Kanye West conversation, the Nike conversation, the Apple conversation, the Google conversation. That is the power of your brand. So now that we understand there's these different levels of engagement with someone just commenting or someone sharing, right, or someone tagging somebody, all these different levels of engagement are different levels as to how connected is that person to you, right? But now we gotta get them to subscribe. Because we want to be— and I'm gonna use this loosely— owners of the real estate, the digital real estate. Because now they're in our mailing list, now they're in our, in our, in our SMS, which is texting. We have their phone number. You can actually give them a call. What's up, bro? How you doing? How you doing, fam bam? Right, we can actually build a real relationship. We can actually serve this person, right? It's not just about pushing products. For the greedy people out there, for the hoarders out there, for the people that may not align with your brand, it is. It's just numbers game. It's just playing with numbers and selling stuff and not really being of, of value. But we're talking about building legacy. We're talking about being a category-defining personal brand or creator. We are talking about revolutionizing the creator economy. And if you align to that thinking and that methodology, then you also align to this way of thinking, which is I want to create advocates that it's more than fanship, it's like familyship within reason, where it's mutually respectful on both sides, right? That's what we're talking about. But it starts with understanding the different levels of engagement, boosting posts to reach more people, and also understanding that I need to get to that 1 million impression threshold in order for the numbers to work out for my business, because my business is a volume-based business. Does that make sense? It's your boy Cauveé. I love you, I appreciate you, and until the next time, you already know what it is. Boost!