This short transcript captures Sandy Wardenburg Waggett’s guidance on reducing reliance on paid ads by investing in organic marketing—social posts, blogs, articles, and videos—to build awareness. She advises evaluating content for audience value (vs. self-focused selling), measuring engagement and sales outcomes, and honestly assessing whether current efforts are sufficient to grow the business.
Chapters
Ultimately, if you know me and my philosophy around marketing, I want to get people off of the dependence on ads. Because ads, when you get into ads and you depend on ads to do all this stuff for you, you're committed. Like you cannot get out of the ad spend cycle. So by doing all this organic stuff, the social media posts, the blogs, the articles, the videos, it's a lot of effort up front, but it ultimately eliminates the dependence on the high ad spend so that people know about you. So once you get those numbers, then I want you to evaluate like what did they say when you made your posts? Were they valuable and helpful to your ideal client or were they self focused about you, your business or just selling? And were they, when you're thinking about if they are of value to people, were you interrupting people, like they go to social media to be, to learn or to be entertained on their scrolling. And if they just see buy my service, buy my service, that's just called interruption marketing and it's not effective. And then I want you to take an inventory. So like of all the stuff that you did, how much of it actually provided value, how much of it was selling? And then the number of posts that actually engaged your ideal clients, pain points and then take a look at the results. So did they get any engagement? What did your sales look like as a result? And then an honest reflection of was it enough? Are you actually doing enough to truly grow your business the way you want to grow it?
