How To Be A Better Marketer For Your Business Through Social Media

Hey, it's Mark Podolski, the land geek with favorite niche real estate website thelang.com and do you want to be a better marketer? Do you want to have people, like, just knocking on your door, emailing you, dming you, picking up the phone and basically just raising their hand every single day for what you have to offer? Whether it's land or another product or another service. My guest today, Jeff Pfitzer from Fitzer Media, is going to make you a way better marketer by the end of this conversation. So if you're not familiar with Jeff, he is a real estate industry influencer and he helps businesses and brands grow their businesses to new levels through social media. He helps individual brands and businesses amplify their visibility through social media, teaches coaches, he leads by example, and he helps his clients strategize for a monthly posting cadence, provides video editing services, content, calendars, everything you need to maximize your organic visibility through social. So, Jeff, welcome.

Couldn't have said it better myself. You know, I will say this to attract more than chase. I think that's what I wanted or what I heard you say without actually saying it. No matter what business you're in, would you rather attract more business or do you want to continue to chase the business?

Yeah, we definitely want to attract more business.

Yes.

But, Jeff, let's just talk about what are the key fundamental things that we all should be doing on social media so that we're not chasing, we're attracting?

Well, I think we need to digress the conversation even more so than that to, to help maybe those naysayers out there that are listening to this, that do not like social media, embrace social media for what it is, which is the, probably the greatest medium in the history of mankind to reach your target avatar where they want to be met. And this applies to pretty much any industry because most industries, you know, typically are still living in antiquated prospecting worlds or marketing worlds. Things like, and I usually, I speak to real estate audiences, but it's, you know, it's, it's, it's mail, it's, it's billboards, it's grocery store carts, it's tv, it's radio, it's print ads, it's all of the traditional marketing. And maybe it's prospecting by picking up the phone, texting, emailing, maybe it's live, it's door knocking. Pretty much all, everything I just listed is either invasive of your consumer's time or very costly. And now you have this medium that most of us are completely overlooking. But yet we're consuming right where you can now market to your customer while they sit on the toilet. And you never had the opportunity to do that in the history of mankind, and you do now. And so I think just setting that framework for everyone to understand that you don't have to love social, you can hate social, but understanding that it's critically important to use it for the marketing of your business, that's the framework or that's the mindset that you need to get into as we kind of proceed into the future.

Okay, I'm sold. Jeff. I get it. I personally don't. I don't doom scroll. I don't go on any social media. Zero. But I certainly market there.

Yeah.

And we're. We're on there and we're ubiquitous. We've got YouTube, we've got Instagram, we have Facebook, we have Twitter, we have LinkedIn. And we use it because we want to attract our ideal customer.

Yeah.

But Mark personally wants to stay focused and, and live his best life. That being said, you know what you just told me? Yeah.

You. You have crossed over the threshold that most business owners, entrepreneurs, cannot, which is becoming a creator before being a consumer. Most humans are consumers first, creators second, and it prohibits and paralyzes them from creation. And you are a rare unicorn because you are the kind of person that says, I use it and I maximize it and I don't get caught up in it. That's powerful.

Wow. Thank you. That's a lot of meditation, too. And actually I. And actually the times when I'll see, you know, like, my kids on social media, and it just, I'm like, I don't feel better after watching these people's lives. I mean, it's super interesting. You get like a dopamine hit. But it's. I don't feel better, actually. And I like to be super intentional with, like, YouTube as far as, like, I want to learn something on YouTube, I don't want to be entertained at all. So that being said, we've got a lot of social media platforms. We are typically the people listening to this are real estate investors or land investors. So let's just talk to that group. If you were starting your own land investing company today and, and you were saying, okay, I've got limited time, I have limited resources, I'm going to go all in on this platform. Which would it be and why?

The platform that you're going to use is the answer.

So it doesn't matter.

No, absolutely not. Yeah. It doesn't really matter because there are your Consumer is everywhere. And most consumers spend the majority of their time on one platform. Now we already know there's millions of people on Facebook, there's millions of people on Instagram, there's million millions of people on TikTok, there's millions on YouTube. Now if I, if you back me in a corner and said, give me a damn answer, shut up and give me an answer, I would probably say Instagram. And the reason I would say Instagram is because you're killing two birds with one stone. Because it's owned by Meta and therefore every time you use Instagram as a creation tool, you can kill two birds with one stone by also posting over to Facebook. Also, Instagram is a more advanced platform technology wise, and so you can do business better stuff. And in today's day and age, you have to have the ability to create content that is going to get people's attention. Facebook is antiquated. However, Facebook still has more 100,000 errors than probably any other platform other than maybe YouTube. And so I would suggest Instagram is probably the cornerstone platform. YouTube is probably the lowest, the most bottom of funnel, but it's also the hardest platform to execute on. So if you've never done anything on any of the other platforms, at least not consistently, don't try to. It's, it's like, you know, you get to be five years old and you go to kindergarten, you think you're just going to jump to college. No, this is the same concept. You've got to start at kindergarten and work your way to college. Same thing. Start with Instagram. Then make Instagram a foundational platform because Facebook's important. And now you can kill two birds with one stone.

I love it. I love it. How do you get attention?

Controversy, Bikinis? You know, the, the truth is, is I think a lot of our, the way we look at social has been somewhat jaded because we are typically watching influencers. Influencers are selling this cup, this hat. And so for them, they want maximum number of followers and they've trained us to believe that the, that these metrics that are vanity metrics, like, like views, like follower count, like likes matter. And at the end of the day, for everybody listening to this, that does not impact any of us whatsoever. We need to focus in on our target niche audience. So ultimately, to be honest, you don't want to worry about metrics in the beginning. You want to worry about cadence, you want to worry about systematizing this. You want to worry about building a rhythm and, and the only way social is going to work for you is if consistently, like all marketing, like you could. If, if Mark, you came to me and said, jeff, I'm going to start farming a neighborhood, but I'm going to give it two or three months. I'm going to say, don't waste your time. You've got to hit that neighborhood consistently for at least one to two years before it truly is impactful. And it's the same thing for really any marketing. And so consistency, focus on consistency. And so with that said, define your avatar. Who is the person that you want to speak to? What is your niche? And just crush content about that and let the. Because here's what has to happen, Mark. You have to train the algorithm to understand who you are and who to show your content to. Most of us make the mistake of just, here's my puppy dog, here's my wife, here's my life, here's my golfing, here's me playing pickleball, here's me, it's my business. And it never really fully understands who to show it to. And so, you know, using, using, keeping that in mind, you really want to dial in geographic is one of the easiest ways to do that because the algorithm pretty much knows where every consumer is, when they're consuming or what area they're interested in. But if you're broad, well, then you just got to get niche on topics.

Okay. I love it. What's the biggest mistake you see people making when they first start trying to break into social media?

Not being consistent. The same exact mistake that Everybody makes every January 1st.

Let's, let's, let's define consistent. What is it to be consistent on social media? For example, I love Alex Hormozzi and he's putting out thousands of pieces of content a week. He's ubiquitous. And it's all really good.

Yeah, it's relative to your capacity. Right. It's relative to what you are capable of doing. And so her mosi and, and one of my favorites is. Is Gary Vee. Gary V is the same way, right?

Yeah.

And it's int. Because you hear these people talk and you know how much content they're putting out, but what you're not taking into account is the fact that they have 35 people on their media teams and it's not actually Alex doing it. He's got somebody following along while he's just talking, and then they're just repurposing it into content. So it's all relative to what you're capable of. So to that in mind, my, my answer to that question is, that's where the rhythm comes into play. If you're not posting at all, for me to tell you to post daily, that's, that's, that's not realistic. It's just like you going to the gym for the first time and me saying put two 45 pound weights on either side and try to bench press that. You can't. You're going to be weak. And so I would suggest you start wherever you are on the journey if you're not posting consistently at all. Now, once a week, once you've done that for 30, 60 days and it's comfortable, get to two with the ultimate goal of posting five to seven days a week.

Okay. Instagram is a video platform, correct?

Yeah, it favors, you're going to make.

You'Re going to make a video. So I'm sitting in front of my computer or I'm sitting in front of my camera or I get a gimbal. How am I going to create a hook? Because we know we all have the attention span of a ferret on a double cappuccino. We have about three seconds before someone even is going to listen to us about maybe that piece of land or whatever you're, whatever content you're trying to get. How do you, how do you structure a good social media ad? And because I can imagine it's like, like, like a writer, like you've got a blank sheet of paper, now you're staring at it and now it's even worse because your identity's on the line because it's you speaking in to a camera. Now that being said, I think with AI, maybe it's not you speaking into a camera anymore, but that's a whole other topic we could talk about. But let's just talk about the first three seconds. How can I create for one month a content calendar where I know I'm going to say this, it's okay if I suck, I'm going to ship it anyways and then I'm going to look at some numbers or some analytics and see. Okay, here's how I can improve.

Yeah. Well, first of all, I would use AI to help you build out this content calendar. By AI, I mean ChatGPT. I will say that I am not a proponent of AI from the perspective of replacing yourself because I do believe the platforms are going to focus their attention on rewarding authenticity and being able to spot AI. And so I think over time those that try to cheat the system, skirt the system will actually, it, it will be a detriment to their content creation and the person that's willing to get in front of the camera and it be them will win, will get larger reach and but we all aren't just born with creative juices. And so that's where I would go to Chat GPT. I would be very, very explicit and and detail with my explanation of Chat GPT is this is what I want to do. I want to media campaign. I want to do it around buying land. I want my customer avatar to be X, Y and Z. Now help me create a content strategy that will allow me to post 30 times a month and then it'll give you a bunch of topics and then you need to niche down on each topic with chat GPT and say okay, now let's go on number one. Now let's start with okay, let's find some subtopics within number one. And then once you get there, you hit the nail on the head. So many people are so focused on the wrong things when it comes to individual pieces of content. And if your hook sucks, it doesn't matter how awesome your video is, how amazing the drone footage is, how amazing your message or story is, if you can't keep them there. If your intro is hey guys, gone, like they're gone. Like you got to say something so intriguing or ask a question or get somebody to say I want to stick with it. Once you got them for the first three seconds, then the next seven seconds becomes incredibly important because you got about 10 to hold them even longer. If you look at your analytics and mark you probably do. I do. The vast majority of my viewers stick around for about 10 seconds and it's about 10 to 15%. Once they make it past 10, they stick with 90, maybe 100%. So really that's what you're trying to do is you and you're really speaking to the 10% because they're the ones listening. Everybody else is just deciding if they're, if you're worth their time. And, and then, and that's also Mark, going back to what I said earlier is that's what deflates people and you, that's why it's, it's. I'm kind of contradict myself here. When you're starting this journey out, the first about year, the first let's say 100 videos, do not worry about analytics. Focus on consistency because analytics will paralyze you. So just focus on the consistency. Once you've done it long enough, now you've got enough data, go back and study it because now you're beyond the Point of, okay, I can do this consistently in perpetuity, but you gotta get there first. And I don't. I think most people can't even get to that point.

I mean, isn't this the recipe for just success in life? Probably for anything in life? Probably. Yeah. Yeah, right? Like, you're gonna suck at first. Just stick with it. It doesn't matter what it is. Yeah, you're going to suck. Embrace the suck. But just stick with it. And then a year later, your life will be completely changed.

Yeah, you'll figure things out.

Yeah, yeah, yeah.

I think, I think the biggest, the bigger point here though is, is, like I said, going back to what I said in the very beginning. It's just embracing the fact that this is, if not already there, it is going to become, I do believe it's going to be the. Be the great separator for businesses. And somebody like you is such a great example. Everybody listening to this, they already look up to you, they already follow you. They're already listening to you. This guy even says it himself. I'm not a big social media guy, but I use the hell out of it. Like that, to me, was probably the most powerful thing on this podcast because it's really true. And I tell people that all the time. I kid with people, I'm like, I spend just as much because people will tease me or they'll say things, Man, I waste too much time on social. I'm like, so do I. Except what I'm doing on it versus what you're doing on it are completely different. And that's what differentiates us.

No, 100%. Well, Jeff, this is great, and I really appreciate your mentorship and your enthusiasm for social and helping people attract and not chase their ideal avatar. But we're at that point now, the podcast, where I have to ask you now for your tip of the week, a website, a resource, a book, something else actionable for the art of passive income listeners to go improve their businesses, improve their lives. What do you got?

You know, for me, it wasn't a book. It was. And there's many great books out there and. And I would recommend. If you're talking about social, just go get all of Gary Vee's books. Jab, jab, hook, the most recent one he's done. They're really great. But honestly, the truth is, again, you have to become. And you said it. If I'm on YouTube, if I'm on social, I'm there with intent. And so my best advice for you is if you're going to take this serious. Go find the creators that inspire you, that, that grab your attention. Take four or five of them and take the things you love most about them and then mold it into your own strategy. So you need to first become that consumer, the person, but intentional consumer. Get away from the doom scrolling, get away from the politics. Get away from the puppy dogs and kitty cats, the girls in bikinis, the fast boats, whatever it is you're interested. The hunting, try to remove that from your algorithm and stay very intentional. Put blinders on, focus on learning. And I, you know, I think that the, the best creators are the ones that learn by watching the people that are doing it at the highest level. And so that would be my best advice.

Yeah. Wouldn't it make sense then, just to create a new social media profile? Possibly. The algorithm just learns like, okay, I just want to learn stuff.

There's no, there's no harm in that. Unless you already have a pretty big following along what you do. I think that would not be a bad idea, actually.

Okay, see, there's, there's a, there's a sub tip. Jeff's great tip.

I like it.

You know, his tip's good, but my tip's even better. Before I give my tip, I just want to give a shout out to our sponsor, which is flight school. Learn how the next 16 weeks and transform your life. Go up that mountain of land, investing quickly, safely and efficiently with our land experts, and start building that passive income without any renters, rehabs, renovations, or rodents. And I know you're thinking the tuition. What about the tuition? Ain't gonna cost you nothing. Guaranteed you're gonna make it back 180 days or less. Just show us you did the work. Learn more. Go to the landgeek.com forward slash training. Thelandgeek.com forward slash training. And my tip of the week is learn more about Jeff. Go to his YouTube, check it out, watch how he does his hooks. And I'm gonna have a link to it. It's YouTube.com at the Lake of the Ozarks lifestyle. And then go to his Instagram, see how he's doing that. Watch the master at work paint. Go to instagram.com forward/jeff fitzer. And I know you're thinking, I can't spell Fitzer. I have the link for you. Don't worry about it. It's got a PF in there. It's one of those, those funny, silent German names. It's German. So do that. We're gonna have the, the links to Jeff's Instagram and his YouTube so that you can follow him and learn from him every single day and then just duplicate his Success. Use Chat ChatGPT to help you with your hook and your content and your calendar and your consistency and you wake up 365 days from now and you have become the kind of person that attracts and does not chase their ideal client for their business. So hope you found that valuable and if you did, do us a favor. Follow Rate Review the podcast, Send a screenshot of that review. Support thelandgeek.com and I'll send you for free a signed copy of Dirt Rich. Don't want the signed copy. Big deal. Just do it. Anyways, it helps me get better guests like a Jeff Fitzer to come back on the podcast and drop more knowledge bombs about marketing social media and help you attract and not chase your customers. Jeff, are we good?

Love it. It's good man. Appreciate you.

All right. Thank you and let freedom Ring. Thanks everybody.

Thanks for listening to the Art of Passive Income podcast. Are you ready to learn how you can start building a passive income without renters, rehabs, renovations or rodents? Schedule a free consultation at thelandgeek.com forward/training let Freedom Ring.