How to Be Consistent Without Burning Out

Kelly Sinclair: 00:00:00

Hello friend, I am so excited to bring you another amazing guest episode today on Entrepreneur School. And I'm really glad to introduce you to Sarah Noel Block. She is your marketing strategist friend. And Sarah has rocked the content world for 16 years supporting big name clients, but her heart lies with the small teams. And as a creator of the strategic spark workshop, the strategic story and a tiny marketing framework. She's a master at helping tiny teams achieve big results with an award winning content platform under her belt and features and entrepreneur, Forbes and thrive Sarah knows her stuff, you can catch her speaking at conferences, dazzling audiences with her wisdom. And here today on the entrepreneur school podcast, where we sit as two marketers sharing ideas and perspectives and different ways that you could actually streamline your marketing, because we know your time is really limited and how to really make that tiny amount of effort go farther for you. So I'm excited for you to dive into this conversation and for you to meet Sarah.

Kelly Sinclair: 00:01:23

Sarah Noel Block: This is the Entrepreneur School Podcast where we believe you can run a thriving business and still make your family a priority. This show is all about supporting you the emerging or early stage Entrepreneur on your journey from solopreneur to CEO while wearing all of the other hats in your life. My name is Kelly Sinclair and I'm a brand and marketing strategist who started a business with two kids under 3am, a corporate PR girl turned entrepreneur after I learned the hard way that life is too short to waste doing things that burn you out. On this show, you'll hear inspiring stories from other business owners on their journey, and learn strategies to help you grow a profitable business while making it all fit into the life that you want. Welcome to entrepreneur school. A Sarah, welcome to Entrepreneur School. Thank you so much for being here on the show today, I'm really excited to dive in with you and talk about some interesting perspectives on marketing.

Kelly Sinclair: 00:02:24

Thank you for having me, it is a good topic today. I'm excited to talk about this.

Kelly Sinclair: 00:02:30

I love that we're like both marketers, and is me we can bring, you know, we can have this conversation from like our own different experiences. And so let's just start off by like giving everybody a bit of context around who you are and what you do and what your background is.

Kelly Sinclair: 00:02:46

Sarah Noel Block: Yes. So I'm Sarah and I founded tiny marketing, and tie I work with entrepreneurs, b2b entrepreneurs that have zero to two person marketing departments. My background, I've worked in marketing leadership for the past 15 years. And I was always part of a small team, like a one person marketing department. So I needed to be super streamlined and super efficient with my time. So that's how I built out these frameworks. And that's kind of what we're talking about today is how to be consistent without burning out. A lot of a lot of our people are solo entrepreneurs. And it's so easy to burn out when you have to wear all the hats.

Kelly Sinclair: 00:03:30

Oh, absolutely. And we have this sort of message fed to us that, you know, well, we know that one of those fats, obviously, is marketing and promoting ourselves. And it's important to do that. Because if you don't talk about your business, you don't have a business. But how do we do this and maintain sanity in all of the beds? And what is consistency? Even me?

Kelly Sinclair: 00:03:56

Sarah Noel Block: Right? It doesn't have to look like how it looks from the outside. A lot of these big creators, you might think that they are just constantly online and doing their thing, but oftentimes they batched it and schedule it out.

Kelly Sinclair: 00:04:12

Yeah, yeah. And so we're comparing ourselves to people who have like multi person teams as well.

Kelly Sinclair: 00:04:21

Sarah Noel Block: Yeah, sometimes. It's true. It's true.

Kelly Sinclair: 00:04:25

I actually saw one of like, the big Instagram creators, Brock Johnson, he posted a little while ago about is like my current Instagram strategy and what I'm doing now, and I so appreciated that the second slide on that carousel was like, for context. Instagram is my full time job. I have a team that helps you with this. I do not have children. It's like Thank you.

Kelly Sinclair: 00:04:48

Sarah Noel Block: That's nice. That's nice because it gives realistic expectations. We look at these people and we're like, why are i where they are, but we all have different lives. ivz and different amounts of time available to be able to do the thing.

Kelly Sinclair: 00:05:05

Yeah, exactly. So when you think about consistency, what does that mean to you

Kelly Sinclair: 00:05:11

Sarah Noel Block: Picking a thing and sticking to it showing up for your audience. But it doesn't have to look like an everyday thing. It doesn't have to be every day, it could be, hey, I'm deciding that I'm going to show up on LinkedIn, every Monday. And that's it. And that's okay, as long as you're showing up consistently. So I call it core content, for your choosing to schedule and you stick to it. And that's it, you repurpose it for everything else.

Kelly Sinclair: 00:05:38

So like you mean, as in one platform, primarily.

Kelly Sinclair: 00:05:42

Sarah Noel Block: I mean, one thing, like, let's say you only have time to do one thing a year, like, let's just go all the way out, you only have time to create one piece of content a year. If you do a if you survey your audience, for example. And then you create a report out of that. That's enough content that can come out of that to feed everything else for a year, you can set up 12 newsletters with different points from that report to go out to your audience each month, you can create content that you learned about from that report, where your social media platforms, but as far as channels are concerned, I think focusing on one first before expanding like Master that makes a lot of sense. You don't have to be everywhere. I mean, I've been doing this for a long time. And I still only show up on LinkedIn. I don't care about the other channels.

Kelly Sinclair: 00:06:34

Right? Exactly. Pick, you pick what works for you and your brand and like app platform that you actually like and audience where the audience actually is for your business.

Kelly Sinclair: 00:06:44

Sarah Noel Block: Yeah. Where's your people show up? Just there? It's okay.

Kelly Sinclair: 00:06:48

Yeah, I feel like that's going to be a relief so much for people listening to this, like trying to be everywhere. Omnipresence is such a buzzword, right? Yeah.

Kelly Sinclair: 00:06:58

Sarah Noel Block: You don't need it, you don't need it. So actually, I talked about this recently. If you want, if you want profiles everywhere, that's okay. Because it takes up SEO real estate. So you have those profiles. But just set it up and set expectations in your bio, or in the pinned post that you have. Gives, like the three things about show what your offer is, who you are, and a lead magnet, those three things, and then let people know where you spend your time. What's your primary channel? That's all you need to do. You don't need to actually feed them. You could just own that real estate in case you want to expand there one day.

Kelly Sinclair: 00:07:39

Yeah. And a little bit of brand protection for yourself. Were you

Kelly Sinclair: 00:07:42

Sarah Noel Block: Yeah, you don't want people for name?

Kelly Sinclair: 00:07:44

Yeah, exactly. Like I gotten threads but use it. Yeah, same here.

Kelly Sinclair: 00:07:50

Sarah Noel Block: I don't ever go on it. But it's there.

Kelly Sinclair: 00:07:53

Yeah, exactly. So you came up with a bit of like a three part strategy on how to maintain this consistency without like, burning yourself out? So you want to walk us through that?

Kelly Sinclair: 00:08:05

Sarah Noel Block: Yeah. So let's start with what core content is, and then we'll go into how does this look if you don't even want to do core content. So core content would be like your podcast, you're committing to posting a podcast, once a week, or once a month, whatever your cadence is. And you've committed to that this is a series or episodic and you have to do that. So that would be core content. And you're it keeps you consistent. It keeps you honest, because you do it. Yeah. So let's say you're like, No, I do not want core content. I don't want to be creating something all the time. But I still want to show up consistently. So come up with these three ways that you can show up consistently without having to do that. The first one would be capsules. So I was telling you before we started, as soon as I started talking about capsule content, I've noticed that other people have started doing capsule content. And what it is, is choosing one very specific topic, and then creating a very limited amount. Like think of a limited series. It's what, eight episodes. And it's that's the whole story arc in a limited series. So this one would be like the I let's say you have an offer that you want to sell. And there's a specific challenge around that offer that you're solving, create six podcast episodes. And that becomes the capsule podcast, where it's just that and you can use that as a lead magnet if you want that a private podcast, or you can use it as a way of discovery content to bring people in, but you don't need to do it all the time. You could create these and offers like this is a capsule around this topic and this is a capsule around this topic. So you don't have to be consistent. You just batch it and do it. There's one easy way to do it.

Kelly Sinclair: 00:10:10

Yeah, that's interesting in that way, like, I love that too, because the kind of the more, you talk about one particular thing and the multiple different ways that you talk about that one thing, you're more likely to create that full picture for somebody who's listening with, and you are going to connect in with them in some in one way or another because everybody receives things differently, right. So it kind of gives a little bit more variety for your audience as well. And it helps position you as more of an expert on that particular topic, because you talked about it multiple times, instead of just as a one off thing. Like some Yeah, as a podcaster. I like to just, you know, share a personal story or like a behind the scenes, something that's happening. And that's not necessarily like the core of what I want to be talking about, or what I want to be known for as my brand. But, you know, visibility is so I do series, I guess I did that I had capsule visibility earlier on in the year as well.

Kelly Sinclair: 00:11:09

Sarah Noel Block: Yeah. So that that's a great point. And that you could do this encapsulated within your already existing platform. You could do it. And it would be Yeah, like a limited series within your already existing one. Yeah, could just live on its own.

Kelly Sinclair: 00:11:27

I'm curious on your opinion, as a marketer. As far as like, like, we're talking about consistency. And we've already said that, that doesn't mean like you do it every single day, like you're just picking something because half of it I truly personally believe is your commitment to yourself and following through on it. That helps but like, as far as that core content piece, and you mentioned, like either like doing a big report or a podcast or something. And to me, those are both like long form content pieces. So would you specifically recommend a long form content as a core content approach so that it can then be divvied up and split up amongst other platforms?

Kelly Sinclair: 00:12:12

Sarah Noel Block: Yeah, it should be bigger, so you can get the most out of it. If you only have time to create one thing a year. Like, let's say, let's toss out the report. That's not a thing, let's say, a virtual Summit. And you have invited 10 experts to speak on a specific topic, they submit their masterclasses for you, you host it in a platform that can be divvied up into 1000 different things, it can be up sold to a VIP with their different lead magnets. But it can be divvied up enough that it feeds everything, all your other channels that you have established yourself on for the whole year. So it needs to be kind of robust.

Kelly Sinclair: 00:12:57

Yeah, I love that too. And also, like the flip side of it is WHY would you spend all this time make just writing like little captions for social media platform, when you could put that same amount of time into something more robust, as you say, and then reverse engineer and hand it out the other way?

Kelly Sinclair: 00:13:16

Sarah Noel Block: Yes. And I mean, our goal is to generate leads, right? That is what our goal is, and that those big pieces like a report or a summit, they're always gated. So you can take those little pieces to pull people over to those bigger pieces. But the point is, I want your email address I want to be able to sell to you later.

Kelly Sinclair: 00:13:41

Yeah, exactly. That That way, your your the effort that you're putting into the content that you're creating, is actually turning around and generating a relationship for you to pursue.

Kelly Sinclair: 00:13:54

Sarah Noel Block: Yeah, exactly. You don't have the time to waste just posting on Instagram for no specific purpose. Your time needs to be spent making money. And the way you make money is with your email list.

Kelly Sinclair: 00:14:10

Yep. Amen. Yeah. So what is the second strategy for staying consistent?

Kelly Sinclair: 00:14:18

Sarah Noel Block: Yes, um, campaigns. So thinking in terms of, let's go back to an offer, like you have a specific offer that you want to sell. Now, what content do you need to produce in order to move people through the customer journey to that offer? So this can look like a lot of different things. It could be log series, it could be guest articles on other people's publications. It can be videos, it can be a combination of those things, but it's very specific and its purpose is to move people through that journey. So think of it in terms of campaigns and getting people to buy in the end. So sit down one time, put together your content calendar around the campaign. And then let that be.

Kelly Sinclair: 00:15:09

So I think, you know, as marketers, our brains work that way. But for those who are just wearing a marketing shadow, and we're like, I don't understand. Can you be more perfect?

Kelly Sinclair: 00:15:19

Sarah Noel Block: Yeah. So look at your favorite sales pages, what sales pages have you read, and you were like, here's my wallet, take my money, those structures can be broken down into different content pieces. So like the beginning of that you're talking about the challenges that your customer is going through and what they might be experiencing. She can create content around those challenges and the pain that they're experiencing different ways they can solve that. You're talking about objections? What objections are people going to be going through as they're looking through your sales page? And recover those objections before they become actual things? Like, tell them why they aren't actual objections? And then it talks about maybe the things that they have tried before? What are your competitive alternatives that people have tried that haven't worked? And that can easily become a video where you're looking at all of the different options to solve this problem? And why they don't work. But this solution does work. That's how you can create a campaign around it. Look at a structure of a sales page, and you can create content around it.

Kelly Sinclair: 00:16:39

Yeah. So it's like, again, like the different angles to be talking about the same thing with the core. One specific, like, Call to Action in mind. Yeah, yeah. Okay, awesome. And then what's the third?

Kelly Sinclair: 00:16:52

Sarah Noel Block: The third is batching. That if you're like, heads down, in client world, you don't have time to market all the time. Set aside, block off one week, a quarter, and batch all of your marketing. For me, I set aside Fridays. So every Friday, I put together my marketing for the next week, schedule it out, so I don't have to think about it again. Yeah, I was just on a podcast before this one just happens to be a crazy meeting day. And he was asking me how much time I spend on social media, because it seems like I'm there all the time. 15 minutes a day, believe it or not, because I batch everything. And then I show up for 15 minutes a day. And like, comment and engage with the people that I hang out with on LinkedIn. That that's it.

Kelly Sinclair: 00:17:47

Yeah, yeah, exactly. I love that strategy, too. And also like, and I've talked to productivity coaches, and such before on the podcast to talk about just like, you know, how your brain works differently. Like you're either Yeah, you know, a strategic mode or a creative mode, or you have to, you're shifting constantly, and the more that we can reduce the amount of time that we're shifting our brains into different types of tasks, the more effective we're going to be in each of those places. So it's my back. total sense.

Kelly Sinclair: 00:18:18

Sarah Noel Block: It's so much easier. And it's a lot of women who listen to the show, right? Oh, yeah, I was at a mastermind retreat not that long ago. And we were talking about our creative flows. But we were talking about how our cycle affects our creativity. Yeah. And, like, you know, what point in the month you're at your most creative for me, it's when I'm ovulating. I'm like, super, super creative mode. But that's a great time to create all of your content and Batchat to just like, listen to your body and when your flow is there. And just preemptively schedule it like,

Kelly Sinclair: 00:19:01

Yeah, it's so true. Because when you try and like, be like, I'm going to do it on Thursday. And then you are like, I don't actually want to get out of my sweatpants. Yeah, II and I don't feel like for me, unless, like the fact that I'm wearing a blanket right now. I'm like, This is my like, professional kind of like, power. I like to like feel like a power woman in when I'm creating something or like working for a client or whatnot. I can't do that in my sweatpants. But there's days that you just want to be in your sweatpants.

Kelly Sinclair: 00:19:34

Sarah Noel Block: I know as and if you listen to your body, you know, like the general cycle of when you feel lazy. And when you feel your most creative or your most energetic is paying attention to yourself.

Kelly Sinclair: 00:19:49

Yeah. Oh, that flow. That is a great bonus point to the consistency. So for those people who are like okay, I'm just kidding. Started with marketing, how do I even choose? Like, where? What platform? Or what type of strategy I should use for trying to grow an audience? What are your writing

Kelly Sinclair: 00:20:11

Sarah Noel Block: in this example? Have they ever worked with anyone before?

Kelly Sinclair: 00:20:16

Like had clients? Yeah, yeah. Yeah, I wouldn't say like, first few clients.

Kelly Sinclair: 00:20:21

Sarah Noel Block: Okay. I would say, ask your favorite clients, where they hang out online, and then just go to that channel. That's what I do for all of my clients, I literally get on the phone with their, with their customers, and talk to them, I interview their customers and say, Well, where do you spend your time online? What challenges are you going through? Why do you pick them over? Overuse their competitors? Find out all that information. So I'm only doing what matters. I can click on their favorite people.

Kelly Sinclair: 00:20:51

explain this further here. I was simple. I'm like, What? What do you mean, you're talking to your client's Clients?

Kelly Sinclair: 00:20:59

Sarah Noel Block: Yes. So every single engagement, I do this, it's the first thing I do is I interview all of the internal stakeholders. That's like the very first project. And then second, is I interview their favorite customers. And I figure out what their customer journey was, what challenges they're going through, and what solutions they've tried in the past. Where they spend their time online, what kind of content they prefer, I get all that information, and then I build their marketing strategy around that.

Kelly Sinclair: 00:21:34

Hmm, that is so good, because it's really challenging for us as the business owner to answer those questions. Right? Ah, what the what the journey is? Or how, like, even if you ask the right question, like because I'm going, I asked that question to my client, and they can't quite figure it out, either. But that's because you need to ask that client's client.

Kelly Sinclair: 00:21:52

Sarah Noel Block: Yeah, you're right. You're asking the wrong person. It. I mean, I've done that too. And that's why I discovered you guys don't know you're, you're doing the work and not paying attention to, to that sales journey for

Kelly Sinclair: 00:22:07

So, this is this is a little bit of a like, relief moment to for those of you listening are like, I don't really quite understand what my client journey is. Yeah, it's because it's hard to figure it out. It's challenging.

Kelly Sinclair: 00:22:08

Sarah Noel Block: Yeah. And you're not alone. Because no one does until you start talking to them and asking,

Kelly Sinclair: 00:22:24

Yess Oooh. Whoo, that's really good. One. Another bonus, juicy moment that we are having here. Sarah, thank you so much for being on the show. Today. I want to allow you the opportunity to share with our listeners where to find you and hang out with you. I think you said LinkedIn is your favorite.

Kelly Sinclair: 00:22:46

Sarah Noel Block: Yes, that's the channel I hang out. I have the Tiny Marketing Podcast if you want to listen to my sultry tones. And you can head over to my website, Sarahnoelblock.com Did I forget my name a minute, maybe. So it'll be Sarahnoelblock.com. And I'll do slash entrepreneur. So just your people can go there and I'll have some giveaways and goodies.

Kelly Sinclair: 00:23:14

Oh, goodies. Okay, fantastic. Love that. Thank you very much. Appreciate you taking the time today because I know that you are busy entrepreneur and a mom and doing all the things and wearing all the hats just like we all are.

Kelly Sinclair: 00:23:27

Sarah Noel Block: Yup. My babes will be home in about a half hour.

Kelly Sinclair: 00:23:31

Yep, by here. Yeah. All right. We will see you next time.

Kelly Sinclair: 00:23:36

Sarah Noel Block: Thank you.

Kelly Sinclair: 00:23:39

You did it. You just listen to another episode of the Entrepreneur School Podcast. It's like you just went to business school while you folded your laundry, prep dinner, or picked up your kids at school. Thank you so much for being here. I want to personally celebrate your commitment to growing your business. You can imagine I'm throwing confetti for you right now. If you enjoyed today's episode, please leave us a review. Make sure you're subscribed and let us know you're listening by screenshotting this episode, and tagging us on Instagram, head to entrepreneurschool.ca for tons of tools and resources to help you grow your business while keeping your family a priority. You can subscribe to our email list and join our community. And until next time, go out there and do the thing.