Feb. 2, 2025
Ep 122: Mastering Organic Social Media Strategies with Emma Tessler
This episode focuses on building an engaged audience through organic marketing strategies, emphasizing the power of storytelling and authenticity in social media interactions. Emma Tesler provides actionable insights on standing out in a crowded market, leveraging unique traits, and effectively selling with a service-oriented mindset.
• Importance of auditing current social media efforts
• Standing out through uniqueness and personal storytelling
• Reframing selling as serving and providing solutions
• Using DMs for meaningful engagement and connection
• Strategies for re-engaging a dormant audience
• Content creation to guide potential clients through the sales funnel
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00:00 - Organic Social Media Marketing Strategies
15:45 - Empowering Sales Skills in Business
24:24 - Efficient Systems and Personalized Sales
29:11 - Effective Sales Strategies Through Content
43:20 - Tiny Marketing Club Membership Promotion
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Welcome to Tiny Marketing.
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This is Sarah Noelle Block, and this is a podcast that helps B2B service businesses do more with less.
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Learn lean, actionable, organic marketing strategies you can implement today.
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No fluff, just powerful growth tactics that work.
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Ready to scale smarter, hit that subscribe button and start growing your business with Tiny Marketing.
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Hey friends, it's Sarah Noelle Block and you're listening to Tiny Marketing Club.
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Today is episode 122 and I wanted to do a little juxtaposition from last week's episode.
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In 121, we talked about the anti-social media strategy to lead generation.
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So we talked about how you can, on repeat, generate new leads without having to rely on social media because ew.
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But this week I am talking to Emma Tesler and she is teaching us how to grow your audience on social media using just organic.
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So we're talking storytelling strategies, we're talking engagement, we're talking about building community.
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Emma is brilliant and I'm excited to have her today, so enjoy this episode.
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Hi, emma, can you introduce yourself to the audience?
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Yes, I'm so excited to be here.
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My name is Emma Tesler and I'm the founder of 95 Media.
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Really, we specialize in creating high converting content for brands, who are just kind of tired of posting on social media but not seeing the results.
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I really believe in the power of organic marketing and that is what we do best.
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You know you're a girl after my own heart.
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I'm all about organic and I love that you focus in on social media, especially organic social media, because so few people do amen.
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Yes, I'm working with a lot of soloists who have seen that black void screaming into the void effect of social media, where it's a lot of times they just don't feel like it's worth it, that they can't get any traction from it.
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So we're going to dive into that and how to not only not be screaming into the void but also you'll get engagement and conversions from social media.
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Yes, I mean there are just so many brands not doing it the right way, but there's so much opportunity out there and you truly don't need to spend thousands of dollars a month on paid media.
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If your organic marketing is doing the right thing, connecting with the right people, you can absolutely see results with just organic.
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Yes, I'm absolutely with you.
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I think in our original call we bonded over messaging, like the importance of messaging and how it ties it bleeds through to everything else that you do, including social media.
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Yes, yeah, I mean your messaging is truly what sets you apart.
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You know, there's nothing super unique anymore.
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I mean, even just looking at what we do right, like marketing, there's a million and one marketers out there.
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But it really comes down to how you present yourself, how you connect with your audience, and what is that like common thread of messaging through all of your content?
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Because that's ultimately going to be why someone chooses to work with you, rather than the person down the street who does the exact same thing as you.
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So really always just looking for how to stand out in the social media world.
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Yes, that's a really, really good point, because a lot of us are in like a commodity space.
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I'm working with CFOs, I'm working with copywriters and there are a lot of people in the financial space.
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There are a lot of people doing copywriting.
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So how do you stand out?
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People doing copywriting so how do you stand out?
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What is your advice for someone who is doing social media?
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Because they think that they should, but they're not seeing any results?
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Well, first I would audit what you're currently doing, because sometimes we think things aren't really working when that may not be the case.
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We have clients come to us all the time.
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They're like wait a second, like nothing's working.
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All of our numbers are crazy, like the continent is performing well and we're like well, let's take a step back here, let's look at the data and actually the data looks really great, so we don't need to worry.
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But we get into our head sometimes and we think, well, oh, it's not working because of X, y and Z.
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But ultimately, when you look at your numbers, they tell you everything you need to know.
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So if you don't think something's working, I would really take 10 minutes out of your day and sit down with the numbers, get familiar with them and really understand what they're telling you.
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And, on the flip side, if you think things are going well, still look at those numbers, because that will tell you what is not working and what you need to swap out Now in order to really kind of stand out with your messaging and set yourself apart.
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The number one thing that I really recommend doing is thinking about what makes you different.
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Sometimes in our quote unquote real lives we try and dim the things that set us apart.
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Maybe it's something we're self-conscious about or maybe at one point, like as a child, you got made fun of, but those are exactly the things that set you apart on social.
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And it's so funny because sometimes you look at influencers and people get famous for like doing something that you don't allow people to do in your regular everyday life.
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But they just leaned into that thing, you know.
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And so we I think a lot of us don't really lean in to the thing that sets us apart.
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We lean out.
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If you could start leaning into the thing that sets you apart in any small little different way, it may just be that catalyst that your audience needs to say oh, look at her, that's so cool.
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I want to consume more of her content and ultimately I want to work with her because she's doing something different.
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I'm not seeing that anywhere else.
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You are absolutely right.
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I have seen.
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I actually tested out.
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It's like what are I hear?
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One day I think we talked about this in our pre call I wrote down all of the little things that I thought made me different, based off of my experience, and I just started testing it out to see what resonated with people.
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One week I'd focus on this thing, the next another, and that was how I was able to see what unique value proposition of mine mattered to people that I would want to work with.
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That's so good.
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I love the idea of testing out those different things because it doesn't feel like we're all really weird in some different ways and you don't have to like put all that out there, but it can just be one thing that just kind of built a connection.
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You know like, for example, I have celiac so I'm gluten-free.
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I never talk about that on social, but if I were, that could bring in a community of people who also resonated with you know it can be something as simple as that.
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It doesn't have to be something super vulnerable.
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It doesn't have to be something that makes you feel like you know you're opening yourself up for critique.
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Just be something about you that you live with in your everyday life and it's something that people can connect on.
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Ultimately, we're all looking for that connection on social.
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So your job as a marketer or as a brand or as the founder of a business who's looking to bring in, you know, a real community and build that community, you're trying to find, ultimately, points of interest that can create connection between that person and your brand, whether it's a personal brand, product, service, whatever it is.
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You're really trying to build connection points like you would in a friendship, like you know, when you make a new friend, you're like, oh, you went to that high school, I know someone else who went to that high school, or you really like that type of food, let's go grab dinner and a drink at that place, but you're looking for those things that have similarities between you and that's ultimately.
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You know, we think about that with in-person friendships and relationships, but we struggle oftentimes to think about that in that way for online marketing and it really is so true.
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Yeah, that's really accurate, and I don't think that it hit for me until I had to start selling on a regular basis and I realized what I'm doing here to build relationships and work is exactly what I do to make friends in real life.
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And it didn't connect to me until I had to sell because I used to do retainers, so I would have to sell like five times in two years.
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Yeah, isn't that so funny?
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Well, I love that.
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I love that you had that shift.
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I mean, with social there's always opportunities for selling and what's so cool is that you get to sell in so many different ways with social because your content is always selling for you.
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You have your Instagram stories, which are really low risk content you can literally pitch like publicly to a large, like one to many type of style on your stories.
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And then there's your DMs, where you have one to one interactions and you have a more direct line of communication with that person who send voice notes etc.
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So it's a great like landing place to really test those selling skills, because, ultimately, what we're all using social for is to sell.
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Like you market with your content and then you utilize that, as you know, part of the buyer journey to sell someone on whatever it is that you're offering.
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So it's really cool that you had that experience, because a lot of our clients experience the same yeah.
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Yeah, I bet they do, cause it was like why didn't I wrist twist before?
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Kind of moment, like I should have known this.
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Yeah, but okay, I want to marinate on what you just talked about, but before we do that, let's go back a moment.
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So, for people who might not think that there's anything special about them, anything that makes them stand out, what are some other exercises or anything like that that they could go through to start picking out things that might resonate with people?
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Such a good question.
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I would recommend I mean, I don't have like an exercise, but what I would say to do is to talk with like a friend, or talk to your current clients as well.
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Your clients, or you know customers, have so much information that they oftentimes don't share with you, but they have a really unique perspective because they're on the other side of that experience.
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So maybe it's like hey, what do you love seeing on our social, like now that you work with us and like you're over that bridge, what do you love seeing now?
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What did you love seeing before you signed, what would you like to see more of?
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On social?
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I would also pull your audience Posting Instagram stories and having like hey, what do you want to see more of?
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And have options for them.
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Oftentimes, people do better when you have options rather than just like open, open door.
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Where do we go To identify something If you're given options rather than an open text box?
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You're like yes completely.
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And I mean, I would also look at, like get honest with yourself too and think about the things that maybe make you a little uncomfortable or things that you find yourself not really sharing a lot of, and challenge yourself to just share like the tip of the iceberg about it, right?
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Like how I said I have celiac disease and I'm gluten free.
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Because of that, I didn't tell you my entire life story.
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I didn't tell you like how I found it and how I was so sick before I found it and what that journey was like to go off gluten and what how it transformed my life.
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I didn't tell you any of that.
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But just like saying that one part like oh yeah, I'm gluten free Like that opens the door for a lot of conversations because people who also have experience that likely know that journey, or maybe someone is feeling like they might be and so they want to learn more about it, and it just you know you have so much commonality, so much gray space that you could find connection points on.
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But again, it's not something that I talk a lot about because it's just part of my every day.
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Like I don't really think about it.
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But when we take a moment to sit and think like OK, what are those things that like I don't really talk about but like definitely make me a little bit different.
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It can just be like the to you know a lot more connection.
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Yeah, and I think that a good starting point as you're trying to figure out what makes you unique is to look at the things that really challenged you in your life, that you had to go through a journey on to discover and come out from the other side, because those stories are probably the ones that are going to resonate the most, because people will come in like, oh, oh, that sounds like me.
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I've been in that same situation.
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Totally.
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And I mean you're talking about to like the pain, like to pleasure, kind of like arch that everyone experiences in different ways.
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But those stories and when you can really hone in on that story is really captivating to a lot of people who want to know more and it entices them but also connects with them too.
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So that's a great way of looking at it.
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Yeah, yeah.
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Let's go into selling with social media because that is very controversial where people are either all in on it or like I can't, I'll lose my followers on it.
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So what are some strategies that people can take to start just like dipping their toe in on that?
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I would first challenge the idea of like why it feels weird or uncomfortable to sell on social Right.
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Because if you're not really looking to sell on social, then I would wonder objectively wonder, why are we posting it Right Like what's our goal here?
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Because you know there's always different parts of like the customer funnel that you're looking to target with your marketing.
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So you know, if you're looking to increase brand reach and awareness, you're really looking at top of funnel.
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If you're looking for more sales, you're looking at bottom of your funnel.
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So, depending on where your goals lie with your marketing, you would or yeah, with the end goal of your marketing, you would approach your marketing content very differently.
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So if you were like no, I'm not looking to directly get sales out of this, because we have a different process that brings in sales and leads, what I'm really looking to do is increase top of funnel, I would ask more questions and I would really try and get to the bottom of like well, why isn't social an avenue where you get leads?
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Leads from?
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Because it can be right.
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The other flip side of this is that everything we all do every single day is selling somebody on something Like.
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Truly sales skills are life skills, because no matter if you are selling to a prospect or you're selling your husband on like let's go to the taco place for dinner I'm not cooking dinner.
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Like you are selling somebody on something all the time.
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So those sales skills are something that is actually really, really valuable.
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I was always somebody who, like really hated the idea of selling and I was always saying, you know, like sales are just not my thing, like it just.
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You know, I'm not a sales person.
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I really love what I do and I love everything else in the business, but like I don't love the sales part of it.
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But this year I really got like honest with myself about it and I was like, you know what?
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Like I am the reason why we're not scaling at the rate that I wanted us to, because I'm not fixing the problem, which is that I'm not like bettering my own sales skills on this.
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And when I made that shift and I started like bettering my own skills and taking, you know, learning more materials and really executing it, well, so much has changed for us this year and that's such a small little thing, but it has impacted the way that we market and the results of our marketing.
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So if you feel this like resistance against selling, I would really dive deeper into it because there is so much opportunity on the other side of that.
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When you have your sales skills down and you have really great marketing, the potential for new business from your social media marketing content is seriously unlimited.
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I think there's just so much potential a lot of people don't look at because we're afraid of feeling salesy and we want people to think that we're selling them.
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But really you're selling something on something every single moment of the day, like it's not anything crazy.
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And selling is serving.
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It's not like you're trying to push something on someone who doesn't need it.
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What you're trying to do is provide an option for a solution to the problem that they're having.
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It's a matter of perspective, is what it really is.
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We're often going into it feeling like I don't want them to think that I'm selling them, so don't you don't have to try and solve them.
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Instead, just try and solve their problem, and if your solution is it, then that's great.
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Exactly, I mean when you know that you can solve a problem for somebody, it feels really good to sell to them, because you're like, oh my gosh, wait, like you don't have this, like I got to solve that, like I can turn that ship around for you, like here's exactly how we can do it and, yeah, like it's going to be an investment, but so is everything else in life, like that's not a crazy thing to say, like this is going to cost you money to see those results, but this, yeah, exactly People expect it Like it's going to solve the problem.
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You're doing them a service to sell them that, whatever it is.
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So you're absolutely right, it is a perspective shift and it's an extremely powerful perspective shift that changes your life, changes your business and opens so many doors.
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Yeah, I mean I know because I was in a similar spot where I felt super uncomfortable with it, and as soon as I changed my mindset on it I was like this is gross.
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Actually, this is helpful.
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And then just the way I came into those conversations was completely different too.
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It feels like a power dynamic shift when it's a sale situation instead of a conversation.
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Yeah, yeah, I mean, it's also your job as the seller to determine if you're a good fit for the person on the other side of the screen, you know.
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So, like you're going in to interview them as much as they are interviewing you.
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If you go in with that perspective, then it's there's no power imbalance, like you're actually kind of in charge of the conversation because you're deciding if they're a good fit to work with.
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On your end, like you don't want to sell somebody on something that isn't a good fit.
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So it's a two way street really, and I really think that, like, when you look at it as like it's equal parts, you're selling them and they're selling you it just changes the whole game.
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Yeah, yeah, I agree, I can transport myself back in time and think about how, back in time, and think about how I felt small in a selling situation because I felt like I had to prove myself.
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And then there's the power dynamics behind like proposals and just the back and forth.
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You can really find the red and green flags in the sales process too, with potential clients, like if you made me feel small, like I had to beg for your work, then it's probably not a good fit.
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Yes, I mean, I think it comes with experience as well, determining those red and green flags and also knowing that you're in a place of power.
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Because I think a lot of us, especially in like your early days of starting your business, like you're just trying to get work through the door, so you say yes to some projects that like in your gut, you know you shouldn't have said yes to, and then you like feel it for months to come because you're like well crap, like I knew I shouldn't have said yes to that person.
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And so when you learn those like I think we all have to have that experience.
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But when you get through that and you start to realize this is a good client, this is not really where I want to be.
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It really puts you in a position of power.
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And I could talk about proposals all day.
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I am such a like I love learning about how other people do their proposals and just that entire uh like sales journey that you bring people on.
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It's really cool to figure out, like what works and what doesn't and adjust to the client um and their needs through the journey, as well as continuing to make sure that, like your process is streamlined, cause there's so many different ways to you know propose services to somebody, but really figuring out what works for like your industry, your types of clients and your business is such a such a really cool part of doing business and also being able to shift within the company.
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Yeah, it is fun and it really depends on who you're selling to in order to like what your process can look like, because I haven't done proposals in years.
00:20:19.807 --> 00:20:26.480
I do a completely different process, but I know someone who is working with major enterprises.
00:20:26.480 --> 00:20:34.707
You know they have those internal deals where it's like I need three proposals, so sometimes you just can't avoid it.
00:20:36.195 --> 00:20:36.678
No, totally.
00:20:36.678 --> 00:20:40.038
I mean every industry is so different, so it's exactly figuring out what works.
00:20:40.038 --> 00:20:50.442
And then I mean we had a process that worked for us for like three years and then I like burned down to the ground and completely redid our entire sales processes I am so curious about pull off.
00:20:52.586 --> 00:20:53.528
well, we did.
00:20:53.528 --> 00:20:59.967
We did a lot of changes and I got some outside help with it as well to to really put together something that created a better experience.
00:20:59.967 --> 00:21:08.009
Because what I was realizing was that the sales journey we were taking people through was totally aligned with the level of service that we offered three years ago.
00:21:08.009 --> 00:21:16.250
But we are at such a higher level of service now that I really wanted to elevate the sales journey for our audience and support them in different ways.
00:21:16.250 --> 00:21:18.515
So we did a lot of things.
00:21:18.515 --> 00:21:23.415
One of my favorite thing that we that we implemented this year was a new format of our proposals.
00:21:23.415 --> 00:21:34.619
We do proposals for every single sales call, and previously I would like put together like a document, like a PDF, and email it over, and now we have a secondary call where I literally walk through the proposal.
00:21:34.700 --> 00:21:35.742
Huge difference.
00:21:36.787 --> 00:21:38.512
Huge difference Love.
00:21:38.512 --> 00:21:43.224
But even more than that it's if anyone listening is familiar with Dubsado.
00:21:43.224 --> 00:21:44.955
It's custom coded in Dubsado.
00:21:44.955 --> 00:21:45.998
It's interactive.
00:21:45.998 --> 00:21:52.057
They can like add the things to their cart along the way yeah, we love Dubsado.
00:21:52.057 --> 00:21:58.063
And they can go through the proposal contract invoice process on their own, which eliminated the need for back and forth with myself.
00:21:58.063 --> 00:22:20.056
It made them more in the driver's seat of their own customer journey and really made it simple for everybody to just say like okay, here's it together, let's walk through it, let's answer questions, Just handle objections if you have them, and then by the time that you get this, you're feeling really good about it or we're going back to make adjustments because you didn't feel good about it the first time around.
00:22:20.056 --> 00:22:36.781
So it's just really changed the game and those little shifts which can feel really little in the moment, can have such a massive impact on your business as a whole that it's our job as founders to really consistently be auditing those items of our business and processes within our business that can be optimized.
00:22:37.102 --> 00:22:39.106
I love auditing my systems.
00:22:39.106 --> 00:22:54.147
Like anybody who listens to this show, they know I'm a systems girl and I second your Dubsado choice Everybody who because I will do a proposal after I do a gateway offer.
00:22:54.147 --> 00:23:00.443
So I do end up sending the proposal through Dubsado with the contract and the invoice.
00:23:00.443 --> 00:23:06.515
But I love it because you can send follow-up emails automatically.
00:23:06.515 --> 00:23:09.684
You can schedule your first appointment right there.
00:23:09.684 --> 00:23:14.362
You don't have to like, you just set it up and then you don't have to deal with finish 10.
00:23:14.362 --> 00:23:16.201
It's all done perfectly.
00:23:17.415 --> 00:23:20.323
Those onboarding workflows are my favorite, so we favorite.
00:23:20.323 --> 00:23:25.404
We've always had an onboarding workflow, but we built out a workflow, as you were mentioning, for the proposals as well.
00:23:25.404 --> 00:23:41.736
So a bunch of follow-up emails and then, once they're converted into a paying client, then it kicks off their onboarding workflow and it really eliminates so much of your own time, which, to me, whenever I see myself doing something like over and over again, I'm like no, this needs to be automated, I need to not be a part of this process.
00:23:41.736 --> 00:23:44.726
Let's go, let's figure this out, because this is not a good use of my time.
00:23:44.855 --> 00:23:49.886
Yeah yeah, Every client I've had since I've moved to Sato has been like I love that.
00:23:49.886 --> 00:23:51.980
What was that experience that I?
00:23:52.000 --> 00:23:52.663
just went through.
00:23:52.663 --> 00:24:04.137
Yeah, it is.
00:24:04.137 --> 00:24:04.107
I literally had a client email me the other day.
00:24:04.107 --> 00:24:05.576
They were like so we loved the journey, we loved like your entire sales process.
00:24:05.576 --> 00:24:07.527
Did you like develop software to make that proposal Like?
00:24:07.527 --> 00:24:07.663
We want to do that for us.
00:24:07.663 --> 00:24:08.200
I was like no, ma'am.
00:24:08.090 --> 00:24:10.506
We did a step side.
00:24:12.367 --> 00:24:14.049
Like I do not custom anything.
00:24:14.049 --> 00:24:16.192
That is not anything crazy, but yeah it's.
00:24:16.192 --> 00:24:22.555
It is really cool when you get compliments on your own system and you're like it works for me, like it's just a great way to a great part of the business.
00:24:22.816 --> 00:24:28.709
Yeah, I actually went to it after I hired a web designer who used Dumb Sod.
00:24:28.709 --> 00:24:30.862
I'm like that was such a beautiful experience.
00:24:30.862 --> 00:24:33.989
I want to bet yeah, exactly Okay.
00:24:33.989 --> 00:24:36.096
Yeah, exactly Okay.
00:24:36.096 --> 00:24:45.647
So we were talking about selling on social and you mentioned stories you can pitch directly and not.
00:24:45.647 --> 00:24:48.810
Now let's talk about the DM aspect of it.
00:24:48.810 --> 00:24:55.096
So what is an appropriate way to use?
00:24:55.117 --> 00:24:56.279
DMs to sell.
00:24:56.279 --> 00:24:57.281
Well, there's so many.
00:24:57.281 --> 00:25:09.056
Truly, I mean, your DMs are like a playground really for direct conversations.
00:25:09.056 --> 00:25:10.339
One of my favorite tools in DMs is the voice memo option.
00:25:10.339 --> 00:25:17.866
Right, so you can send a voice memo and I know some people like don't love voice memos, but what's really great about them is that you again have that really personalized touch to the message.
00:25:17.866 --> 00:25:27.028
You know that it's directly from somebody, you can give a really custom answer and they can hear your voice, which again, is just another way to connect with somebody.
00:25:27.028 --> 00:25:37.760
When you look at I don't know just like ways to connect I'm sure it's like a scientific name for that, but we look at things like body language, right, like am I facing you?
00:25:37.760 --> 00:25:39.578
Do we have direct eye contact?
00:25:39.578 --> 00:25:41.963
Are my hands doing anything crazy?
00:25:41.963 --> 00:25:45.358
Well, you don't have any of that on a platform like Instagram.
00:25:45.358 --> 00:25:52.023
So ways to add that back in and add that human touch is through a voice note, and it's a really simple way to do it.
00:25:52.023 --> 00:25:53.958
It takes just as long as typing out a message.
00:25:55.781 --> 00:26:01.746
One of my other favorite things to do in DMs is actually send welcome messages to new followers.
00:26:01.746 --> 00:26:06.442
Now, there's a really spammy way to do that and there's a really human way to do that.
00:26:06.442 --> 00:26:10.803
I think they're both the one not to do.
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