Q and A Part Two with Sasha Nation.
In part 2 of our Building While Flying Q&A, Joe Quattrone, SVP, Head of Education, answers more questions from our listeners.
”At the very least, you need to educate yourself on the [NFT] space and understand whether or not it's something you can play inJoe Quattrone, SVP Head of Education
Speaker 1 (00:00):
Welcome to Building While Flying a Sasha group podcast, where we interview business leaders about how they tackle challenges, stay resilient and navigate ever changing skies.
Joe Quattrone (00:11):
Hey, Sasha nation. Thanks for all of your questions we went through. ’em all. And I think I’ve got some answers here for you that you might be interested in. Uh, but as always, we love hearing from you all and we’ll look forward to doing more of these types of episodes in the future. The first question comes from switch grocery. Um, she’s asking us how to make content creation more efficient. Um, so you know, there’s a lot of different ways you can make content creation more efficient. I, I gave, you got guys a LA a little bit of a, a sampler when I was talking with James on the last episode, um, when I gave the TikTok example, right? If you go into your year or your, you know, your whatever the allotted timeframe is with the idea that everything that you produce is gonna have multiple chances at having life on social media.
Joe Quattrone (01:00):
You can obviously cut down on the amount of raw pieces of content you need to create for each platform, right? So that was the 900 on TikTok. You can get down to four 50. If you realize that every six months you want to kind of recycle content, put it on with a different caption, different hashtags, all that kind of stuff. So that’s more of like a, a, a mentality aspect of it. Another way you can do it is you can of like, observe what your natural behaviors are out in the real world, right? So if you’re a person that drives a lot for instance, and that’s a place where you spend 30 minutes, 60 minutes a day, well, you could put a dash cam on your car and you could be talking to your audience while you’re driving. And that can be a specific type of theme of content be putting out there.
Joe Quattrone (01:43):
And so, you know, it may not be exactly what you had envisioned, but it could be a way in which you’re able to source more content to put onto social media. Right. Um, so I think that’s kind of it, you know, we always talk about hacking algorithms, but sometimes the amount of content that we’re creating, we really have to figure out how to ourselves and how to hack our lifestyles. Um, you know, I use this analogy all the time because when we talk about strategic, organic content and really being great at putting a lot of stuff out there, uh, I use the analogy of the bottle of water in the ocean, right? You could have the best tasting bottle of water, bottle of mineral water, whatever it is that that’s ever been and created on earth, and you dump it in the ocean, nobody will ever know it existed, right?
Joe Quattrone (02:27):
That’s how much content is on the internet. Um, so, you know, same mentality applies to, like, you could have something go viral two weeks later, doesn’t matter. You gotta constantly be working at figuring out how to get as much content out there as possible that stays within your or brand parameters and really lives up to what you’re trying to exude from a brand perspective. So it is a numbers game to some extent. So don’t just hack algorithms, hack yourself. All right. And the next question comes from automated marketing. I have lots of creative campaign ideas with not much advertising budget. What are the best ways to utilize and deploy these ideas and get the most out of them? Well, the great thing about it is that you can be testing all of those ideas in social media right now, uh, without any money at all, right?
Joe Quattrone (03:13):
As long as you have an iPhone or an Android phone that has access to TikTok and LinkedIn and Instagram reels and YouTube shorts, you could be putting these themes out there on those platforms. Um, and, and specifically I bring those up for, for a reason, cause those are the platforms out there right now that are offering the most free reach in the most attention to influencers brands, everyday people meaning if you post to those platforms, not only just those platforms, but also the products within those platforms. So right. There’s TikTok, it’s vertical video, there’s Instagram, but really it’s reals that you have to think about, uh, there’s YouTube, but really it’s YouTube shorts that you have to think about if you’re thinking in the right terms and the places where those platforms are willing to give you free reach, you can be testing out, out these themes for free every single day and seeing which ones rise to the top and which ones are failing, right?
Joe Quattrone (04:06):
And so as you go on and on and on, you keep putting these themes out there and over time, you’re gonna build enough body of evidence to whether or not you’re building audience because of certain themes and, and not because of others. So once you start to understand in what patterns are emerging, when you’re putting these pieces of content out there, eventually shut down some of the underperformers, maybe give them another shot down the road, uh, via a couple tweaks, but then start introducing in some more themes, uh, as you’re going along. And really it’s just that game over and over and over again. And eventually it starts spilling into other platforms that to rise up and give out the free reach as well. But you’re always gonna want to keep cycling these themes through your free organic social media engines. The next question comes to us from Tina Powell who asks, what is the most effective marketing strategy on LinkedIn for your clients?
Joe Quattrone (04:57):
Um, well, there’s not really one strategy that we use for on LinkedIn. And I think it really depends on whether or not you’re talking about like a B2B company that’s selling software to customers and they’re using ad products on LinkedIn. Or if we’re talking about a personal brand, that’s using LinkedIn to just do, you know, get their brand out there a little bit more. Um, but there’s a lot of things that are effective in the space right now. Um, I’d say number one, LinkedIn is one of those platforms that we have our eye on because they do have the ability to, to give free, reach out to folks, uh, brands, influencers, people in general, um, and their, their algorithm works in a very unique way. So realistically, if you comment on other people’s content, that’s still gonna give you distribution on their platform. So one of the great things is you don’t need to just create your own content.
Joe Quattrone (05:48):
You also have to put yourself putting your brand out there as a thought leader in your specific space. So you want to be looking at your newsfeed. You want to be commenting on as, and liking and engaging in content with as many, uh, brands and influencers in the space as possible that are relevant to your genre. Um, and that will bring you additional reach that you weren’t necessarily counting on. Most people think about content. They think about how am I putting out my original content and how I, how am I building my brand through that original content, or they think, how am I gonna put a scalable message out there in an ad campaign, uh, drive my CPMs down, drive my cost per conversion, or, or drive my conversions up. Um, and that’s not necessarily the only way you need to be thinking about it.
Joe Quattrone (06:33):
Think about LinkedIn as a, as a source for you to really connect and build community through that community. You will eventually build revenues next from Tina. We also have, what important trends do you see for marketers and brands? Um, well, I think there’s a lot of undeniable trends that are going on right now, but I think nothing has really caught the eye of prospect marketers, uh, brands that are coming up in the space, or even, you know, mature brands as, uh, web three and specifically NFTs. Um, if, you know, if you haven’t dropped an NFT collection right now, you’re certainly paying attention to what’s going on in the space right now, you’re educating yourself and you’re figuring out whether or not an NFT he drop is something that you want to get involved in. Um, and yeah, so I’ve seen a lot of this specifically since about last may, which, which to nobody’s surprise is when Gary launched V friends.
Joe Quattrone (07:31):
So I think the, the amount of weight that he has in the market, especially his relationships with that he has with CMOs and CEO OS across the country, uh, has definitely made a massive splash. And you see a lot of, lot of brands picking up the phone, calling Vayner media, calling Sasha group about how they can get involved in the world of web three metaverse NFTs and so on and so forth. And I don’t necessarily blame them. I don’t necessarily know whether or not the technology is something that every brand can benefit from today, cuz there’s gonna be a lot of successes and a lot of failures it’s very experimental right now, but at the very least you need to educate yourself on the space and understand whether or not it’s something that you can play in. The next question we have comes from JP out in Hawaii, John Paul Getty in, I think that’s how you pronounce your last name, but correct me if I’m wrong, JP, you know how to get ahold of me.
Joe Quattrone (08:21):
Um, how would the Sasha group or vainer media choose to use out-of-home media either for their clients or your own companies and podcasts and media channels? Um, you know, that’s a question, a great question, JP. Uh, I think it kind of, it kind of boils down to in our universe. We think about attention for first and foremost. So, um, where the current state of attention is for us is typically in social media doesn’t mean out home, can’t play its part in a integrated effort when it comes to putting a message out there. Uh, I think about something like a Von for instance, right? There’s gonna be obviously the, the, the pageantry around the buildup and the hype machine that Gary and team build to get Von off the ground. But you’re also talking about Minneapolis. There’s, you know, even if people don’t wind up coming to Von that happen to live in that area, you still wanna sort of educate the area on what the event is what’s going on there.
Joe Quattrone (09:15):
So on and so forth. Um, I think it’s also a big boon for the Minneapolis economy. It’s a, it’s a big boon for commerce in general. So I think you can look at out a home as kind of that window dressing around large scale events, uh, whether it’s coming from a brand perspective or it’s coming from the local chamber of commerce or the local governments. Uh, and then I think, you know, outside of that, um, I think you can go, um, industry by industry, right? There’s some brands that, that live in highly regulated categories that can’t operate on platforms like TikTok because the audience is too young, right? So the thing that comes off the top of my head is the cannabis industry, uh, in certain states it’s not even legal in the United States, right? So you have to not only go to states to do your advertising in which it’s legal, um, in those municipalities, but you also can’t use certain channels to reach your intended audience.
Joe Quattrone (10:11):
And that’s where an at-home can come in, uh, you know, and be a very effective marketing vessel for you and your brand. Uh, I think about brands like can C a N N THC infuse seltzer water. Um, if you go to Los Angeles right now, you can’t go two blocks without seeing an out home board or a wild posting for can. Um, I also think about local service businesses, right? So, um, you know, lot of, um, a lot of personal injury lawyers are all over billboards in certain cities. And that’s a great way of effectively communicating with certain demographics in those backyards. So, you know, I’d say first and foremost, you understand from a broad perspective outta home might not be the best solution if you’re trying to, if you’re trying to stitch together a national campaign, but when you look at it on the local level, there’s a lot of different ways that it can be support marketing, uh, for other bigger initiatives.
Joe Quattrone (11:04):
And then from there, you look on a brand by brand basis or a vertical by vertical basis. You know, you as a, a marketer that runs an at a home company, you should be targeting certain verticals because of their, in ability to use, uh, platforms that have all the attention or have captured all the attention. That’s my answer. Um, next we’ve got from Jeff Humphreys, Jeff, up in Calgary, another fantastic four D’s customer and store member. Uh, how do you build out possible topics for always on content? Do you have any suggestions, right. Ideas for coming up with personal branding, always on content. Yes, I do. Um, I think you have to separate your brand and your business to some extent, right? Um, yes, they are inextricably linked. Yes. You can use your personal brand to drive business on your actual corporate brand, but they don’t have to be the same thing.
Joe Quattrone (11:57):
Obviously. Um, you don’t have to look much farther than, than Gary himself to understand that Gary talks about things in his personal brand that have nothing to do with intermediate. They’re just things that he’s personally interested or passionate about. And that would be my first step for you. I know you’re interested in mute. I know you’re interested in production. I know you’re interested in podcasting. I know you’re interested in a lot of different topics cause I see you out there in the market doing all these things, um, first and foremost, make your personal brand about things that you care deeply about things that, you know, if you wanted to pivot out of your career as a marketer, what could you sit around talking about every single day without getting tired, right? Focus on the, on, on sprinkling, some of those things in there. Cause I think people will see the authenticity and the passion start to come through.
Joe Quattrone (12:43):
You might be able to build out some niche audience that you other otherwise wouldn’t have. And then one day you might be able to figure out how to connect the dots between that passion pursuit and what you do from a corporate standpoint on a day to day basis. Um, you know, take that for what it is and just kind of figure out how to constantly be creating content. So starting with your passions first, um, and then obviously, you know, there’s some things that people will, aren’t willing to talk about. They, because they think they’re too boring, but there’s always an audience for different things. Like one thing that comes to mind is as the operator of a business, how do you answer your emails, right? When you that’s like the, a fountain of content that most people don’t even realize exists, right? When people email you and they’re asking you questions, they’re asking for you as an expert to help qualify what they’ve got going on in their minds.
Joe Quattrone (13:34):
So just opening up emails or listening to comments on social and responding to them, gives you an opportunity to turn on a camera, get your face on that camera, get your opinions out there and take something like a relatively mundane task that you do for hours on end anyway, and turn it into content, right? Um, that’s also something that’s very much or connected to what you’re doing on the corporate side, but the way that you answer it kind of shows your expertise and, and based on how passionate you get about the topic, uh, that can make people feel really great about working with you. So thanks a lot, Sasha nation for tuning into another episode of building offline, uh, really kind of getting used to answering your questions. So gonna probably have to, I’m gonna have to talk to Julian and Stefan, maybe we’ll make this regular occurrence. I’m not sure don’t quote me on that, but, uh, I’m really enjoying myself talking to you guys in this format. So, um, be sure to subscribe, be sure to keep listening, to building offline, cuz we’re really working hard to make this content content appealing to you.
Speaker 1 (14:33):
Thanks for joining us for building wealth flying today. I hope you learned as much as we did. We’ll meet you right back here next time for another flight.
Speaker 3 (14:45):
If you’d like to hear more about how business owners and brands are navigating these times tune in for the next episode. And if you’re so kind, please rate and review us, plus we’d love feedback. So let us know what you think, what you’d like us to dig into next on building while flying across brands, businesses, marketing and more
Speaker 1 (15:00): Original music by Fulson street music group.
Welcome to Building While Flying!
This weekly podcast is brought to you by Sasha Group. We’re the consultancy meets agency arm of the VaynerX family of companies. We help ambitious companies build strong brands that flex with the times through strategy, branding media and marketing.
In ever-changing times, businesses and brands have to shift and adapt. And across all sectors, there is an air of experimentation. Business owners are trying new things out in the wild; building the plane while flying.
Our pilots, Katie Hankinson and Mickey Cloud, will be talking to a diverse range of business leaders and founders. They’ll explore how these guests tackle various challenges while staying resilient and committed to growth. Through these real-life examples of strategies put into practice, we hope to inspire you to experiment and develop your own strategies as we all navigate these uncertain times together.
What Would Joe do?
In part 2 of our Building While Flying Q&A, Joe Quattrone, SVP, Head of Education, answers more questions from our listeners.
Other in-flight topics:
- Creating content efficiently
- Working with small ad budgets
- How to market on LinkedIn
- Marketing trends to know
- OOH media