Marketing Matters with Ashley Brock - Episode #50: Lessons from 2M Followers with Leticia Gardner
Release Date: December 6, 2024
Host: Ashley Brock
Guest: Leticia Gardner
Introduction
In Episode #50 of the Marketing Matters podcast, host Ashley Brock welcomes Leticia Gardner, a dynamic entrepreneur renowned for her impressive social media presence and successful supplement company, Skinny. With a combined following of over 2 million across Instagram and TikTok, Leticia shares her journey, strategies for growth, and insights into the effective use of paid advertising to scale a business.
Leticia Gardner: From Content Creator to Entrepreneur
Background and Personal Journey
Leticia Gardner introduces herself as a passionate content creator in the health and beauty sector. She emphasizes the importance of authenticity and humor in her content, stating, “I love creating content online. What you see is what you get. I'm in everything, health and beauty. So I think it's important... making my life look like it's a comedy show sometimes” (00:55). This genuine approach has resonated with her audience, allowing her to build a strong and engaged community.
Building Skinny
Skinny, Leticia's supplement company, focuses on detoxing, aligning with her belief that “it's important for us to look good on the outside, but feel good on the inside” (01:24). Her commitment to providing quality products has been a cornerstone of her brand's success.
The Power of Ads: Opening Doors
Connecting Through Advertising
Ashley and Leticia discuss the serendipitous connections facilitated by advertising. Ashley shares, “The reason me and you are here today is because Ernestine connected us. And the way that I met Ernestine was from an ad that I ran for my summit in January” (01:24). Leticia echoes the sentiment, highlighting how ads have allowed her to meet like-minded women despite the challenges of networking in the digital age: “Honestly, the power of ads... it's hard to meet Friends or meet business women or like-minded women in this day and age. But who knew you could do it through ads?” (02:01).
Targeted Advertising for Business Growth
Leticia attributes a significant portion of her growth to the strategic use of paid ads. While her organic reach laid a strong foundation, it was her investment in ads that propelled her audience from 1 million followers on Instagram and 2 million on TikTok to over 90,000 YouTube subscribers in just three months. She explains, “The crazy part about it is everything has been pretty organic from Tik Tok to Instagram, but YouTube... I've been using paid ads” (04:57). This shift underscored the importance of leveraging targeted advertising to reach specific demographics and achieve scalable growth.
Strategies for Massive Growth
Consistency is Key
Leticia emphasizes consistency as a fundamental element of her success. She shares her disciplined approach to content creation: “I would set my alarm every day. 9am, 12pm, 4pm, 9pm I'm creating content at least four times a day consistently” (12:34). This unwavering commitment ensured a steady stream of engaging content, essential for maintaining and growing her audience.
Tailoring Content for Different Platforms
Understanding the unique audiences of each platform has been pivotal for Leticia. She notes, “Every platform has a different type of audience... you have to play with that part of it” (20:32). This strategic tailoring allows her to maximize engagement and reach, ensuring that her content resonates deeply with each platform's users.
Utilizing Polls and Audience Engagement
Leticia highlights the importance of involving her audience in content creation through polls and interactive elements. “Doing polls are important or doing things and just getting your people involved because that's what makes them feel included” (20:32). This approach not only fosters a sense of community but also provides valuable insights into audience preferences.
Balancing Sales with Authentic Engagement
Maintaining Authenticity
When discussing the balance between sales-focused content and authentic engagement, Leticia advises, “Being authentic to my audience is more important than being politically correct or professional all the time” (09:48). By staying true to herself, she builds deeper connections with her audience, fostering trust and loyalty that translate into sustained business growth.
Integrating Humor and Seriousness
Ashley raises a common challenge faced by content creators: balancing humor with professionalism. Leticia responds by emphasizing the importance of authenticity: “There's a tribe for you... the power is in being yourself” (10:00). She encourages creators to embrace their unique personalities, ensuring that their content remains genuine and relatable.
Personal Insights and Experiences
On The Amazing Race and Personal Growth
Leticia shares her recent experience competing in The Amazing Race alongside her husband, providing a glimpse into her competitive spirit and resilience. She reflects, “I've always been a fighter. I don't quit or nothing. If I put my mind to it, I'm not doing my word is really important to me” (03:13). This experience underscored the importance of mindset and perseverance, both in personal challenges and business endeavors.
Dealing with Challenges and Setbacks
Leticia candidly discusses the struggles of not meeting set goals, stating, “When you set a goal for yourself... it can be really, you know, discouraging... trusting, you know, God's timing and just being grateful for one sale” (25:28). She emphasizes the importance of resilience and maintaining a positive outlook, even when immediate results fall short of expectations.
Effective Use of Paid Ads
Targeted Campaigns
Leticia dives into her paid advertising strategies, highlighting the use of various platforms to target specific demographics. “Google Ads, TikTok ads, Instagram ads, and YouTube ads are a big thing” (05:01). She underscores the necessity of understanding each platform's unique audience to craft effective campaigns that drive meaningful engagement and conversions.
Ads for Audience Building vs. Direct Sales
Differentiating between ads aimed at building an audience versus those targeting direct sales, Leticia explains, “I'm doing it more for subscribers and viewers and getting my content in front of people who will subscribe to the channel” (19:50). This nuanced approach ensures that her advertising efforts contribute to long-term growth and brand loyalty, rather than solely focusing on immediate sales.
Learning and Adapting
Recognizing the dynamic nature of digital advertising, Leticia shares her experiences with the evolving landscape, such as adapting to platform updates: “... there was like an Apple update that really changed the format of everything” (05:04). This adaptability has been crucial in maintaining the effectiveness of her campaigns despite external changes.
Networking and Community Building
The Importance of Getting in the Room
Ashley and Leticia discuss the value of networking and building connections within the business community. Leticia admits her personal challenges with networking, especially in live settings, but acknowledges its importance: “I have to prepare myself for that sometimes” (24:14). Despite her reservations, she understands that building relationships is vital for sustained business success.
Leveraging Events and Collaborations
Leticia participates in panels and collaborates with other entrepreneurs, recognizing the mutual benefits of shared knowledge and support. This proactive approach to community building reinforces her brand's presence and fosters a network of like-minded professionals.
Overcoming Business Challenges
Managing Expectations and Handling Disappointment
Leticia candidly discusses the emotional toll of unmet goals: “It can be really, you know, discouraging... I can feel like I failed or I'm not doing good or I'm not good enough” (25:28). However, she emphasizes the importance of faith and gratitude as tools for overcoming setbacks and maintaining focus on long-term objectives.
Maintaining a Hustle Mentality
Rooted in her humble beginnings, Leticia maintains a relentless work ethic: “Hard times are around the corner... I still hustle... I'm always on it” (22:48). This mindset not only drives her continuous effort but also prepares her to navigate future challenges with resilience and determination.
Conclusion
Episode #50 of Marketing Matters offers a comprehensive look into Leticia Gardner's journey as a successful entrepreneur and content creator. Her insights on consistency, the strategic use of paid ads, and authentic engagement provide valuable lessons for small business owners aiming to scale their ventures. Leticia's emphasis on resilience, authenticity, and community building underscores the multifaceted approach required for sustained business growth in the digital age.
Notable Quotes:
- “Being authentic to my audience is more important than being politically correct or professional all the time.” – Leticia Gardner (09:48)
- “Followers don't mean dollars. Your influence matters.” – Leticia Gardner (06:57)
- “Hard times are around the corner. Keep going.” – Leticia Gardner (22:49)
- “I love that part of it too.” – Leticia Gardner about balancing sales and engagement (21:47)
For more insights and strategies on leveraging paid ads for business growth, tune into Marketing Matters and join the conversation with industry leaders like Leticia Gardner.
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