# Social Media Marketing Strategy Every Brand Can Apply TODAY | GaryVee Business Meetings

## Метаданные

- **Канал:** Gary Vaynerchuk
- **YouTube:** https://www.youtube.com/watch?v=QN3KJc8XdA8
- **Дата:** 02.09.2024
- **Длительность:** 13:30
- **Просмотры:** 28,834
- **Источник:** https://ekstraktznaniy.ru/video/16883

## Описание

Today's video is a great meeting I had with Habib Salo, where I share my two cents about the benefits of being remarkable at organic content. We talk about how organic social is going to be the most important thing in marketing, the advantages of being intentional about partnering with influencers, and being razor-focused on your audience. Hope you enjoy!

Did you miss my 2024 VeeCon Keynote? Check it out here:
https://garyvee.com/veecon2024keynote

00:00 - Opening advice
00:37 - Meeting Habib Salo
1:47 - Going pro to consumer
3:36 - Redoing the brand book to be consumer-facing
6:44 - Organic social media is the entire game
8:41 - The mistake of engaging an influencer too early
10:52 - Running his plan by Gary

#business #entrepreneur #businessadvice #socialmedia #advertising

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## Транскрипт

### Opening advice []

being 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 [ __ ] every day we're [ __ ] marketing and like we want this video to do well even if it's lowii like this is our ad for the day don't spend media on It Go organico do attention is the number one asset I wanted to give you a little a

### Meeting Habib Salo [0:37]

asset I wanted to give you a little just quick context yeah 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 vision of the company was distribution and go Ecom 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 MO to do that but 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 a lot

### Going pro to consumer [1:47]

of forgiveness in Pro um the consumer yeah 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 do that's exactly right and it's I mean I realize how hard it yeah the biggest things is humility at the core of every decision okay like it's G to be harder oh my God I to so I got that check I honestly have that I swear to God I have that I'm 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 single most important thing so just on that really quick so I 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 Rema 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 insane 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 this is what I need to do like it honestly I was telling this to Andre and James too huge ignition for me massive awesome um but like so we're also going back and just kind of redoing our brand book

### Redoing the brand book to be consumer-facing [3:36]

so that it is more consumer facing because it's always been proac 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 consumer are we going into retail or are we doing everything DTC to start and then use the leverage of that yes that is exactly because I've had the experience already of distribution where they had all the control and um 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 rephr this 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 and marketing are you gonna have for the first year um I mean our current budget is about a year so that's for pro suer yeah that's like that's Amazon Instagram Google advertising how much of that is working media uh what do you mean how much that how much of that is uh money that you spend as ads versus the money you spend on people or the creation that's sorry that's working media got it that 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 no no yeah correct it's not including that this is just on uh uh paid media um okay and but that's all for pro it's all for pro correct what's 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 right now it's 100% Pro but I want to transition in that even in the media too and probably will'll need to up depending I mean as we scale I know the budget has to go up um okay and so where are you at right now we're we haven't started yet no uh in the beginning phases we're developing brandbook 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 uh in house we've got um there's we have a team of eight awesome uh that right there is the whole game those 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

### Organic social media is the entire game [6:44]

game okay so only way that you with that budget will be able to get it going by hitting Pay Dirt organically to hit what I'm sorry to hit strike oil oh got you 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 and then basically taking um 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 T 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 affirmation from the LOI oh I see got it okay I see you have an idea of like telling a story of a mother and a daughter in Toronto well then pound social organic see if there's something there and then use the affirmation from the algorithm on the creative testing to make your bigger bets see you see don't spend money if you don't have to okay and then totally got it makes perfect sense on influencers so right now we work with vayer sports and we partnered you know on the twitch side with a phenomenal influencer she's amazing um I only I feel like on our end we were maybe a little early because we're such we're 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

### The mistake of engaging an influencer too early [8:41]

like 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 that's right 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 and then it's like oh wow that's an area that wow like we should be crushing I'll give you one because I of my family Dynamic the Persian and you know explosion in Canada is enormous the amount of people from Iran into Canada 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 because we know it's exploding got it and then it does 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 because they're still immigrants as a little escapism like this is the thing they'll splurge on gotcha okay I got it if that's a cohort you're making half Persian half English half French content you know right right right no dude wow okay I mean the good thing I'm sorry were we gonna say something no I was laughing because I'm like it is pretty cool like the world is changing yeah no that's insane I mean we're like I we brought on this amazing um company that I'm working with and I mean he's very familiar in cons in the consumer world I know I needed that and also he works with designers specific in the consumer world and so like 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 um I guess my last question Gary is I want to be conscious of your time is creating it to scale like so

### Running his plan by Gary [10:52]

what I'm understanding is make the based on the co and everything that we you know 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 yeah 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 [ __ ] 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 like wait a minute this over index for us 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 [ __ ] important got it got it so learn it's not throw spray and prey this is not throw against the wall and see what sticks these are [ __ ] every day we're [ __ ] marketing and like we want this video to do well or this even if it's lowii like this is our app for the day yeah so run it and don't spend media on it Go organic then the algo does then spend Med on it I gotcha 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 um I got it dude completely makes sense it's so logical it's insane how logical it is it's beautiful well it got even more logical when the algorithms soci media did the creative affirmation right the whole thing you talk about in the book the Tik toxification has it's beautiful I mean it was like oh my God that's what's going on yeah that's what everyone'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 um even if our content is All Pro right now like we can start peppering the storytelling these yeah yeah that's the best part yeah totally back in the day you had to have different accounts all this like now it's right eat it right absolutely your next organic post should be for the male mail nail polish movement post it right right right see what happens perfect awesome man thank you brother I appreciate it Gary