Social Media Marketing Strategy Every Brand Can Apply TODAY

0:00Being remarkable at organic to then amplify with influencers or paid media on what actually works as organic is the entire game. These pieces of content aren't to get you to the three high production ads. These pieces of content are individual ads themselves. Every one of them. This is not throw against the wall and see what sticks. These are fucking every day. We're fucking marketing. And like, we want this video to do well, even if it's lo-fi. Like, this is our ad. Run it. Run it. For the day. Don't spend media on it. Go organic. Then the algo does. Then spend media on it. Attention is the number one asset.

0:36I wanted to give you a little, a little, just a quick context first. And then, so basically, um, like, as you know, eight years ago with the help of you guys, you know, are the main vision. Yeah. The main vision of the company was distribution and go e-com direct. I have a very good memory. Go ahead. Absolutely. So we did that with your help, accomplished it. 3X the company, like fantastic. So now the mission today is, so we've analyzed our customer base and it is, it's pro and prosumer. Very, you know, that's like 99%. I want to go consumer. This is the vision of the company. Everybody in the company is aware of this vision to go consumer where we are putting things in motion to do that.

1:31But I wanted to run this by you. And are we on the right track? What am I missing? Can you fill in the blanks, you know, for me in this process? Because I mean, it's gnarly. It's a whole different ball game going pro to consumer because there's, there's a lot of forgiveness in pro the consumer world. It's going from high school football to the national football league. Yeah, exactly. You're going to the big boy world now. That's what I want to do. That's exactly right. And it's, I mean, I, I realized how hard it is. Yeah. The biggest things is humility at the core of every decision. Okay. Like it's going to be harder.

2:13Oh my God. I told, so I got that check. I honestly have that. I swear to God, I have that. I'm like, Like this is so difficult. Like I realize how hard it is. Look, I think it's going to be, we have to check all the boxes. Like what's going on with your tech stack for your retail site? What's your allocation for marketing? How do we not waste a dollar on it? What's best? What's the, you know, organic social is going to be the most important thing. So, so just on that really quick. So I read the book twice. It was humongous. Obviously, I'm sure you know that for me, it was massive. so we have our cohorts in development right now and as a matter of fact um james and andrea were kind enough to have me send them to rima i think over at sasha she has analyzed them she came back with amazing feedback so that's happening i guess my thing is sick is the vibe concept oh it's dude the vibe concept has changed everything it was the ignition for me to like have these moments of these light bulb moments, Gary, of like, oh my God, oh my God, this is what I need to do.

3:23Like it, honestly, I was telling this to Andrea James too, huge ignition for me, massive. Awesome. But like, so we're also going back and just kind of redoing our brand book so that it is more consumer facing because it's always been pro facing. So we're elevating that. We're getting on our cohorts. We're really developing that. We're going to have all different types of content, basically ranging from... With direct-to-consumer, are we going into retail? Are we doing everything DTC? DTC to start and then... Use the leverage of that. Yes, that is exact. Because I've had the experience already of distribution where they had all the control.

4:03And yeah, so I want to build it direct first. And how good do we feel about the product? So product assortment is we're redoing everything. So packaging, everything is getting redone. The consumer section, let me rephrase this. The consumer product section of our company is all getting redone, the packaging. It's getting a full refresh because it has to. How much money in marketing are you going to have for the first year? I mean, our current budget is about$20 a year. That's for a prosumer? Yeah. Yeah. That's like, that's Amazon, Instagram, Google advertising. How much of that is working media?

4:53What do you mean? How much of that is money that you spend as ads versus the money you spend on people or the creation? Sorry. That's, that's working media. That's not taking into account salaries or anything else. And not to, what about the salaries of the people that make the videos and the pictures and all that is what you know no no yeah correct it's not including that this is this is just on uh uh paid media um okay and but that's all for pro it's all for pro correct and what's your plan now that you're adding consumer so i want to basically i want to have 80 of our content over the next few years i want to transition our content to be 80 consumer and 20 % pro.

5:42Right now, it's 100 % pro. But I want to transition it and that even in the media too, and probably we'll need to up depending, I mean, as we scale, I know the budget has to go up.

5:58Okay. And so where are you at right now? We haven't started yet? No, in the beginning phases, we're developing brand book cohorts, all that's in development. I'm looking at 2025 probably for like a proper launch. And how many people make organic social now for the pro? In-house we've got, there's, we have a team of eight. Awesome.

6:27That right there is the whole game. Those eight people and what they do and the book, new book and cohorts and like being remarkable at organic to then amplify with influencers or paid media on what actually works as organic is the entire game. Okay. Okay. So, so only way that you with that budget will be able to get it going by hitting paid dirt organically. To hit what? I'm sorry. To hit strike oil. Oh, got you. Right, right, right. I got you. Okay. Um, on that. So I wanted to kind of run this by you too. So like we're looking at kind of a blend of content ranging from low production, fast turnaround, high volume that we can do in-house, which we kind of do already.

7:15And then basically taking our cohorts that we develop, mixing them into the different content pillars, and then have different qualities from like low production, fast moving, high volume, all the way to even trying storytelling, longer high production pieces, maybe two, three times a year, but having this blend, is that? That's right. But I would only make the high production stuff after you have an affirmation from the lo-fi. Oh, I see. Got it. Okay. I see. The idea of like telling a story of a mother and a daughter in Toronto will then pound social organic, see if there's something there, there, and then use the affirmation from the algorithm on the creative testing to make your bigger bets.

8:04Don't spend money if you don't have to. Okay. And then totally got it. Makes perfect sense on influencers. So right now we, we, we work with Vayner sports and we partnered, you know, on, on the Twitch side with, with a phenomenal influencer. She's amazing. Um, I, I only, I feel like on our end, we were maybe a little early because we're such, we're pro pro pro and she's very consumer facing. I realize this now after, honestly, after meeting with a lot of people on your team and reading the book, I was like, Oh my God, I was too early. Like I was too early. I mean, once we have the cohorts developed and we start creating content, I mean, matching that up with the right influencer, is that kind of the right way?

8:52That's right. Okay. Okay. Yeah. Or sometimes using an influencer that's left field just to see if it creates the cohort could go both ways right right right right and then it's like oh wow that's an area that we should be crushing i'll give you one because i have my family dynamic the persian and you know explosion in canada is enormous the amount of people from iran into canada into canada is okay in Toronto. Huge. The Persian community is exploding. Well, that would be like, for instance, me saying that I would say to that, like, Hey, we should try to do a couple of these Persian young female influencers and see if it could catch pay dirt in that community.

9:40Cause we know it's exploding. Got it. And then we're like, let's stand up 20 to 30 year old Persian girls who immigrated from Iran to Canada who use this as a little, cause they're still immigrants. as a little escapism. Like this is the thing that's for John. Gotcha. Okay. I got it. And if that's a cohort, you're making half Persian, half English, half French content, you know? Right, right, right, right, right. No, dude. Wow. Okay. I mean, the good thing, I'm sorry. We're going to say something? No, no, no. I was laughing because I'm like, it is pretty cool. Like the world is changing. Yeah.

10:18Yeah. No, that's insane. I mean, we brought on this amazing company that I'm working with. And I mean, he's very familiar in the consumer world. I know I needed that. And also, he works with desires specific in the consumer world. And so for situations like what you're describing, I can come to him. He's a phenomenal network where he can tap in and find exactly what we need to create that type of content. I guess my last question, Gary, is I want to be conscious of your time, is creating it to scale. So what I'm understanding is based on the cohorts and everything that once we have that finalized, which we're getting very close, make the content, turn it around quick, whatever's working, then go the higher production.

11:13Yeah. And you can get, you may want to decide how you do that. Meaning one video, you might be getting 300 views and then one video gets a million. You're like, fuck, this is it. Or you might have 300 views on everything. And then one gets 10 ,000. You make another one around the same genre. It gets 10 ,000. Another one, it gets 20 ,000. You're like, wait a minute, this over index for got it okay and and remember another thing very important these pieces of content aren't to get you to the three high production ads these pieces of content are individual ads themselves every one of them is fun or got it got it got it got it so actually learn this is not throwing through spray and pray this is not throw against the wall and see what sticks these are fucking every day we're fucking marketing and like we want this video to do well or this even if it's lo-fi like this is our ad run it for the day yeah so run it and don't spend media on it go organic then the algo does then spend media on it i got you and then maybe if we wanted to go deeper into the higher production individual ads organically become the brief to the higher brow stuff okay okay um i got it dude, completely makes sense.

12:32It's so logical. It's insane how logical it is. It's beautiful. Well, it got even more logical when the algorithms did the creative affirmation. Right. Right. The whole thing you talked about in the book, the TikTok vacation has, it's beautiful. I mean, it was like, oh my God, that's what's going on. Yeah. Yeah. That's what one's like, what's going on? I'm like, this is what's going on. Yeah. That's what's going on. And it totally clarifies it. And then, even if our content is all pro right now, like we can start peppering in the storytelling. These, yeah, yeah, yeah. That's the best part. Yeah, totally.

13:03Back in the day, you had to have different accounts on this. Like now it's just, eat it. Right, right. Like your next organic post should be for the male, male nail polish movement. Post it. Right, right, right, right, right. See what happens. Perfect. Awesome, man. Thank you, brother. I appreciate it, Gary. I'll see you. Thank you.