How To Build Relationship Marketing With Jessika Phillips

How To Build Relationship Marketing With Jessika Phillips

===

Chris Stone: [00:00:00] Do you struggle with growing business relationships that actually last? Did you know that there's such a thing as relationship marketing today? You get to hear from Jessica Phillips and deal casters.

Jim Fuhs: Jessica is founder and owner of the NOW marketing group. She has become one of the leaders in the digital marketing industry through her use of relationship marketing and the care method.

She's a highly sought after speaker and consultant to forward thinking businesses that are looking for more than an increase to the bottom line.

Chris Stone: So get ready to build your know, like, and trust and hear how your business relationships can lead to a lifetime of success.

Jessika Phillips: Woo. Like, oh my God, what kind of intro is that?

You're gonna make me cry before I go on, like, live here. That's amazing. You, you guys are both amazing.

Jim Fuhs: So Jessica, it's, it's great to see you. I mean, how, how are things going? I.

Jessika Phillips: It's going well. Like [00:01:00] I really honestly feel so lucky. One, to have met people like you that introduced me now, Chris, and, uh, get to meet now your community, but also just to be able to do a live event here coming up like live event, like not going live like in person.

Uh, so I'm super thankful for that and just, you know, that we've all kind of come through 2020 and still are here and I think we learned a lot of lessons and it's made us all stronger and in many aspects. So, yeah, I think I. I have no complaints right now.

Jim Fuhs: And you know, that's the thing is like you haven't sat still during all this.

I mean, you've continued to, uh, to grow your company. Uh, I know you've got some exciting things going on. Uh, you know, you guys have like, you're, you're like revitalizing downtown a lma, right? I mean, you guys have moved into a new space, you know, uh, which I think is great 'cause. I mean, Lima's not really like a huge town, is it?

Jessika Phillips: No, not at all. Like, and that's what's so amazing that people are [00:02:00] willing to come to this event, especially like speakers from all over, right? Because it's not easy to get into Lima either. It's like you have to take a flight. Then once you land from your flight, you have at least a minimum of like an hour, hour and a half, two hour drive from the airport just to get in to Lima.

Uh, there's no like, direct airports nearby. It's population 30,000. Um, but I love what you said that I did not do this alone. Like it's a community thing. So with the office downtown Lima, that's what we are looking at is. What is it gonna take really, truly to help brands grow? And it is a huge part of it is community.

And so, uh, several different like kind of heart-centered, visionary, uh, people that I consider friends. We all looked at us coming together collaboratively. So it's like a comic book shop, a wine boutique. You know, somebody that does music but also helps others record. It's like a recording studio and myself.

And then, you know, another shop kind of [00:03:00] come together to create what's called legacy arts. Um, to where we want to give people in our community a place to not just eat 'cause we have some restaurants there, but shop, play, have things to do. And all of us kind of coming together and, and collaborating on a space where now in a couple weeks we're gonna have a block party.

For the community and then, uh, open up more shops for, for people starting out, you know, their business.

Chris Stone (2): God, that's amazing. You could, you could, you could sit there and jam on some music while reading comics, drinking wine. Yeah. And, uh, market Yourself all, all in the same, it, it

Jessika Phillips: sounds like crazy, like collaboration of things, but it, it really truly works out.

So I work with a lot of students, so the students are going to learn to partner with some of the new businesses that are coming in. Like maybe they have an Etsy shop and they wanna open their store. They don't have a lot of money yet, so they'll, you know. Run outta space and then the students will help them market for, you know, free.

And then, um, you know, the comic book shop and the wine. They're, um, pairing like, you know, comics and cocktails. And then [00:04:00] we have like a garage door that opens up in the back of the building where once a night of the week we're hosting some jams for people to come out and have some wine shop while they're doing it and, and just enjoy themselves.

Jim Fuhs: Yeah. And, and actually Chris, you know, you've seen my baby Yoda right? Was on our May the fourth, uh, episode. I actually got that from Mark. He, you know, sent that out, uh, from his comic shop there in, uh, in Lima. So I, I do what I can to, to support, uh, more, you know, small businesses. And I know some people say, but you're on Amazon, but guess what?

Small businesses do sell on Amazon. People don't always realize that. Jessica, tell us your story. 'cause I think it's such an amazing story of, of not only resilience, but just. How you got to where you are today?

Jessika Phillips: Oh man. How far you wanna go back Now? I'll tell you the short story on how I started like now.

Marketing group. Um, honestly, it was kinda like one of those things. It's, we call it act accidental entrepreneur or intentional like thought, kind of grit, [00:05:00] if you will. But I was working in telecommunications, kind of my first big girl job. I always loved technology, loved people, um, but started out in telecommunications in the day of like the Zach Morris phones when they're like giant big phones.

So I was there for flip phones, uh, and then the e evolution from polyphonic ring tone to text messaging and data. Um, and I loved it. I loved learning more about, uh, people and how they would use the different tools. Um, and truly when we were starting to sell data, at that time, most people thought we were crazy.

They were like, I just need my phone to make phone calls. I don't need all this data, text, whatever stuff. And so it's kind of funny now looking back those conversations, but what I realized at that time when I was talking with, um, consumers, when they were coming in, I was working in customer service. It's where you gotta start out there, right?

Um, but we were still expected to sell. Uh, to, to everyone. And when they're coming in and we're expected to sell data, I knew that I'm not gonna sell them anything. 'cause when they're coming in complaining about something, I'm not gonna sell them [00:06:00] anything by just trying to sell and pitch. So I have to ask questions, get to know them, right?

Build a rapport, not be so in a hurry to sell something. Um, and so I did that and from doing that, I was able to quickly become like the top sales rep, the company, even in customer service. So I got moved, uh, to sales and then from sales. Store manager to then what's called distribution partner from another, um, kind of company in telecommunications where I would travel around to mom and pop shops, uh, like radio shacks, but then also some that just would become a reseller.

To learn, uh, about our company and want to sell our product, but also help train their team. And that was like my dream job. I thought at the time I thought I had my forever job because I get to do the best of both worlds, right? And so grooving. So I thought my job got pregnant, uh, with my daughter and ended up getting super sick.

Sick to the point I was in the hospital for eight outta the nine months I was pregnant. I couldn't drive, I couldn't do [00:07:00] anything, uh, at that time. And I was devastated. Uh, 'cause I had built such good relationships with these businesses too. And I was just starting to teach them about like social media.

'cause I was just coming out at the time, you know, really for, for businesses like Facebook, um, and YouTube, you know, that were businesses were using it. And I was trying to help them do that at the time because. They didn't have a marketing budget. Like their marketing ideas were putting, uh, flyers underneath car windshield wipers, like the stores and stuff.

It was just bad. So I was, I built this rapport, them. So not only could I not work, I'm still getting these calls from these business owners. Like, help me, you know, we just got this set up. I need some help. And to make matters worse, uh, the company that I worked for called. And said, Hey, we can't hold your position for you because we don't know how long you're gonna be sick, so we're gonna let you go.

And I was the breadwinner. I was the insurance carrier, I'm the hospital. I couldn't do anything and I was devastated. Um, so I. I could have stayed [00:08:00] mad or could have did something else, and so I decided to do it kind of just clicked at that time with the businesses calling me and needing help and something that came naturally to me, which was social at the time.

Um, and just technology in general. I started, uh, now marketing group right after that and decided to never work for anyone that could, you know, treat you only one way when you're performing and not be there for you when you need them, you know? So kind of created the anti-corporate company and been going since then.

Chris Stone (2): You've been the cool kids ever since. That's a, that's a, um, that's an amazing story. And, um, I didn't know, uh, that, uh, there's some similarities in, in, in your career path and mine as well. And we'll have to nerd out on that, uh, later for sure, because I, I worked, I worked at, with Sony in the music business for years, but also ran the mobile business as well.

So you started talking about polyphonic ringtones and, and, uh, and, and that kind of stuff. And, and you were in the mobile business. So we'll have to, we'll have to nerd out on that later. So. That's when you started now, but now, you know, has [00:09:00] become, uh, something that has, you know, you won awards. It's, you've got a whole team.

Um, it's, it's not just some, you know, little, you know, cool mom and pop outta your garage, you know, thing you, you, you've turned it into something for, for those that are, that are watching this show, listening to this show, that have an idea for doing what you're doing. Um, what, uh, what maybe were some of your.

Your struggles along the way and the things that you've learned to this point that you might want to offer up to, uh, to someone who's thinking about doing some sort of, uh, marketing group agency?

Jessika Phillips: Yeah. I would first say like, one, if you have something you're passionate about, like don't feel like you have to wait for all the like answers and have to be the expert, like you're passionate about it, go for it.

First of all. 'cause I feel like if I wasn't in that position of like, I'm going to do this because, you know. Just because you, you know, I'm not going back there. Um, I don't know that I ever would've did it 'cause I feel like I would've waited to just feel like I have all the [00:10:00] answers first and like. Had it all, you know, um, there.

Now granted you do wanna know what you're doing, of course, but at the same time, don't let that get in your way. Um, so I feel like when I got started, and what I recommend for every brand that gets started and the brands that work with us, um, is that we have to start from the inside out. So you have to really know like who you are as an organization, who, what you're passionate about, and what your why is.

And my like. When Simon Sinek says, start with like has this whole thing on, start with why, which I like that, but I even think it needs to go a step further, not just why you are doing it, but also you know your manifesto of like who you wanna work with. Because that was the key for me is that I wanted to know.

I knew why I was doing it. I said I want to make relationships the forefront of business and marketing, because I felt like you didn't have to be just all sales. Like in corporate America, it's like, you know, you were only as good as your numbers, you know, that day. And you know, it was all about selling and just focusing on new sales and when really the sales were coming from the customer service department when done [00:11:00] right, the people that are already doing business with you that just.

I needed that time in TLC and that was like where it clicked for me when I'm selling more from the customer service department. Right? So, um, for me, like getting started from the inside out, I had to learn though. To identify who are those people that I wanna work with because I was paying to work. I went from like six figures, the company car, the whole shebang to nothing like, um, and I, at first it's really tempting to take on clients and when I was taking on some, I was taking on some of the wrong clients at first, and I had to quickly realize, like, it's more powerful to say no to the wrong people.

Or just as powerful, I would say, to say no to the wrong people than it is to say yes to the right people. Because each client that you take on is adding either culture credit or culture debt, in my opinion. Like any person that you're trying to work with, if they enjoy working with you, they're gonna tell others they don't enjoy working with you, they're gonna tell others.

So you don't wanna work with the wrong people. [00:12:00] Uh, and that also goes for team members that you're hiring, right? Like you have to really find people that are gonna jive with your overall manifesto. Why you're here to do something, uh, and who you're here to do it for. 'cause a lot of times they're the one working with your end customer at the end of the day because nobody's gonna be as passionate as you are about your business.

But you can find people that are passionate in what they do and that they're genuine people and that align with maybe that core values, um, that you have in place in your office. So those were some of the very first lessons I would say, um, as it relates to like growing the business. As well as serving, you know, others like I, I've never had a sales rep, still don't.

Um, all I've done is truly kinda do trainings and tell people exactly how to do the things that I'm doing. And because, and that's never hurt me. It's only helped grow, uh, because people aren't hiring me. 'cause they can't Google how to do a website or create a video or do social media. They're hiring us because they want to know.[00:13:00]

That they're working with someone that can take that off their plate, that they can trust that's gonna have their back. And, and that's why they're hiring us and that's why they're sticking with us and that's why they're telling others about us. And, and it helps grow our business that way.

Jim Fuhs: And, and Jessica, you know, and I love, I love that whole, you know, uh, you know, the kind of the culture, you know, credit and debits and, and, but here's the other thing too.

So you, like you said, you've grown your business. Would you say you've grown it organically because you've built relationships? A hundred percent? Uh, yes. You don't run ads. Mm-hmm. No. Right. I think that's where a lot of businesses like, oh, I gotta run ads to grow.

Jessika Phillips: Mm-hmm.

Jim Fuhs: But now, but granted, like I know, you know, you've got Tony, who's a Facebook ads expert that can help companies that do that.

And, and Tony's a, you know, good friend and I'm looking forward to, hopefully he's gonna be in Lima. But, um, you know, but it's that whole thing, right? You're doing it. In a sense, you know, people say, oh, I build my business off, off referrals. There's a lot of truth to that, but I think [00:14:00] you have, I think you're one of the leaders in how that is done.

Um, I. Do you wanna talk a little bit more about how you, you know, how someone goes about becoming a, I call it a relationship marketer?

Jessika Phillips: Yeah, sure. I'd love to and, and really? Yeah. So I maybe ran like a hundred dollars worth of ads the whole in 11 years, um, uh, to promote the conference. I think it was for, but what, I'm not saying it's bad to run ads, don't get me wrong.

Like, if it's helping amplify what you're already doing right, then do it. We just haven't had to, thankfully. Right. So. What we've done and what we help clients do, and I'm not just talking about. Clients that have a product to sell. I'm talking like some of the most, what many would consider boring industries in the world, like nuclear pharmacy or, um, you know, tools that cut holes in the ground.

Those are the type of clients that we're working with. A lot of times the, the harder to tell story clients, right? Um, but what we help clients do is truly we help them focus on how to out care the competition. And I know you led onto that a [00:15:00] little bit, uh, but care is the acronym to really help break down the mindset of what it means to.

Think with a relationship First mindset, because I believe, honestly like the sales funnel, as we've all been taught in business and where we all think ads first and broadcast, is that the sales funnel is broken. It does not really truly exist anymore. It's there's no sales funnel. Because the sales funnel says that people come into you as a lead.

They become a marketing qualified lead, a sales qualified lead, and then hopefully a customer. Then you just have to keep dumping more leads in, in order to kinda sift it out to find your customer. And what happens is when we have that mindset is it's almost like, you know, dump 'em in as soon as we get it, okay, great, let's dump more in.

You know, and you're always focused on getting that new versus focusing on who's already right here doing business with you. Because word of mouth a hundred percent of the time is gonna be the best lead that you can get. Somebody that's already referred into you, that already has a sense of, you know, who you are and what it's like to work with you.

That's gonna be your best chance of getting that sale anyway. [00:16:00] So the people that are giving you those word of mouth leads are traditionally your clients or customers, right? Your team members and community members, like Jim and I have never done business together, but he's talking about me in a positive light and thank you so much for that.

And I could say the same for him, and he would never traditionally like be my customer. But we're always gonna be advocates of each other. So when you think about it that way, it's not a sales funnel anymore, it's a flywheel. So if you start from the core of who you are and truly get that right, and you can help look at your clients and focus on the people that already care for you, that's already going to want to refer, you want to do business with you, and you can really focus on them and get it to that point where you have this good rapport, then the momentum's gonna continue to grow because they're advocating for you.

So you always have, you know, your growth and awareness and leads coming in. Without thinking of a funnel. So you literally drill in to care more for those people that are already in that space. And so care stands for how capturing attention first. So [00:17:00] capturing attention is how to get noticed for that thing that you do.

And that starts with having a clear understanding of what it is that you do. It's not what you do, but it's really how you do it. Right? Because if we think about, just thinking about marketing, for example. There's a million people that are marketers are even more, that are social media marketers, so they think, right?

Um, but what makes you stand out? So it's how you do it. So what are you doing that's different that, um, leaves people feeling good? That's how you capture attention. You capture attention from identifying. I don't wanna be a bullhorn and blast my message out. I wanna create the right vibe content.

Everything that's gonna work like a magnet to attract the right people to me. And that's where like the serving, you know, whether you're showing up with something like this, adding value, you're gonna attract the right people that wanna understand that content that are finding value in it, and they're gonna keep showing up to build that rapport.

So a is then articulating our message, getting crystal clear on what it is that we do, um, and show up consistency [00:18:00] or consistently with clarity and conviction in it. People can feel the passion if you really care about it. Um, and then the r is all about relationships for repeat referral business. Like not treating people like transactions, like create this sense of belonging.

Um, people aren't just gonna be your advocate if you're doing a, a fair transaction. That's just a transaction. That's just business. But if you can show up and personalize something, uh, and let 'em know that you care, like you showing up for them. You are, you know, sending 'em an audio message saying thank you versus just an email, you know, a video message.

Maybe you're sending 'em a card, you're checking in on them and making sure they're okay, and people can genuinely feel that you care. Um, and then the e is all about exceptional experiences. So what can you do to ensure that you're removing friction from who's trying to do business with you? And just adding in extra moments of delight and just surprise, uh, for them.

So they want to. Do business with you. They, they feel like it's easy, it's, it's clean, it's cool. That's why everybody loves Amazon, right? Because it is, you know, [00:19:00] speedy. It's the ease of use is there, you know, it's consistent. Like that's what keeps people coming back. So they have this, this understanding, this experience is an emotion.

It's how we're making people feel, um, that then they're gonna keep coming back and using it.

Jim Fuhs: Chris and I have talked about before, like even if you get something from Amazon and you don't like it. Not only can you send it back, you know, they've even partnered, like with Kohls, you can just walk into the Kohls.

I, because I asked the guy, I was like, just bring the thing. It doesn't even have to be in the original box. And they take care of it. And so they make it easy. And I think that's a lesson that smaller businesses could learn.

Chris Stone: Mm-hmm.

Jim Fuhs: Is like. How can you help your customer feel like you care? Mm-hmm. Uh, when something doesn't always go right.

Jessika Phillips: Exactly. Yeah. They don't block. I love HubSpot. Um, said one time and it stuck with me so much. Don't block the exit. You know, like that. There's nothing more frustrating when you're trying to unsubscribe from an email or something and people are like, make you jump through hoops to do it. Like, oh my God, [00:20:00] I will never be back.

You know? But if you make things easy and just do that transaction, like I said, like companies, right? Like if they're gonna let me go and I'm sick. They offered me a job back, I'm like, heck no. Okay. How would you wanna pay me? I would never go back there because you see how you rate, right. But if they would've treated me right and you know, showed up when, when I wasn't at my best and I would stick by them when they weren't at their best potentially.

Right. So I. A hundred percent.

Chris Stone (2): Yeah. I like, I like how you said that, uh, you don't have a salesperson. You've never, you, you know, and, and you know, it's because, and, and you know, a friend of ours who does, who does sales, he's known as the sales energizer, Dan Jordan, and he says this, he says, if you want to be a better salesperson first, be a better person.

It snack for that. And I, and I think, yeah, and I think that's, that's, this is, um, this is exactly what you're talking about and what you've learned through, um, you know, going into, you know, the telecom business and working with people and visiting people and just being a great [00:21:00] person and understanding them and being a friend to them and finding little things that you can do, not because you want to sell more Yes, but because it feels good to be a good person.

And guess what? You will sell more. Exactly. You will be more successful if you are doing

Jessika Phillips: 100%. And that's what's great about it, is you feel good about it, you know, at the end of the day. And it works, right? I think all of us, and that's the theme of social media week climate this year is unfiltered. Um, which is how to build a community in a dark social world.

People can tell. And dark social is a lot different than the dark web. Don't worry, it's not that kind of show. But, um, dark social is all about people moving into smaller, more niche communities and, and communicating in the inbox more. Communicating in the inbox, like email, text, messenger, you know, coming into shows like Twitter spaces or, um, you know, uh, clubhouse and all those where things are there and gone.

But brands often aren't invited into that. But who is in there is people that trust each other and they're having this conversation [00:22:00] about what it's like to do business with someone or what is really happening in that process. So people know who's genuine and who's not. And they're talking about it and the.

What dark social stands for is that traffic that's happening in there, and companies can't attribute it back to where the traffic's coming from. If they come to their website, all it is is looks like direct traffic. And so they're really confused, like, where is this coming from? Where should we invest?

How can we measure sentiment? And unfortunately, it's kind of like almost too late once you start getting the bad news, because that's message already spread, right? So if you're not a good person and you're not authentic and legit and unfiltered. People are already gonna know. You can't fake it. You cannot buy community.

You can't fake genuine, you cannot be anything but who you are. So you might as well show up as who you are and do the right thing, because that's the only way that business is gonna be sustainable for the long term. It's, and this is a good thing for small businesses now because this means that they have a great opportunity.[00:23:00]

To pivot, get it right, and, and do business in a way that feels good, that people are gonna notice and they're going to reward, uh, because I think all of us are looking for more, something more substance than just a sale.

Jim Fuhs: Yeah. Jessica, what do you think is the holdup of some businesses, the understanding that piece, because you're right, with all these new social audio apps and everything else, it's like, I don't know, maybe it's an overwhelm, but I mean, what do you think is the, the way to.

To move forward to get into the dark social and, and, and that's, and it's dark like you said, because it's like, it's not readily seen, but it leads to result.

Jessika Phillips: Yeah. I think people, a lot of times for businesses, they focus too much on the tool and not the technique. Right. Like, and. They, it is somewhat overwhelm, somewhat scary and vulnerable, right?

Because they're like, oh, you know, we've just been taught, oh, it's not personal, it's business. And that's not true. You know, it's all personal at the end of the day. Um, one, and, and [00:24:00] so I think they're afraid of letting go. Like we hold on sometimes so tight to our businesses that we can't see past that grip.

We're so protective, which is good. It's good that you're protective, it's good that you care. But I think we need to sometimes just pause for a minute and get back to the basics. So where it feels good. 'cause if it's not feeling good, it's not good. Right? Um, and you can never market something enough that's gonna lead to a sale, unless it's good for a long term anyway.

It can feel full people for a little bit. So I feel like that's a big part of it, is focusing on the tool, not the technique. And focusing on going wide versus deep. So like they feel like I need to blast this out as much as possible as far as possible, because that's the only way I'm gonna get sales.

Like, I need to go further versus being patient a little bit patient and not have this like scarcity mindset, right? And just say no, if I go deep, it's gonna have roots, right? And those roots are gonna grow and they're gonna keep growing and it's gonna be harder for those people to leave because they don't want to, they've made, you know, got their roots there.

So you can [00:25:00] start where you're at and just go in on. Channel, you just use your website first, right? Like, and then continue to just get that right and then move outward. And move outward. But um, you don't have to just, you know, go everywhere.

Chris Stone (2): Yeah. Do the one thing, right. Do the one thing and focus on it. And um, and you talked about this earlier, identifying who your customer is and stop and really niche down.

I think people are really afraid to do that, especially small businesses. 'cause you wanna be all things to everyone. You know, that's another rule in podcasting and live streaming and any business that you're in, it's like, you gotta know who's, who's buying your stuff, who's listening to your stuff, and who's watching your stuff.

And like be able to niche that down and then talk to that person. And then it gets really scary, right? 'cause you're a small business, they're like, well that's not that many people. Yeah, that's only a but, but may you can maximize. 'cause I think

Jessika Phillips: people think their niche is different. You know, they're like, oh, I just like, I talked to a guy yesterday and he is like, oh, I can just go after insurance people.

You don't have to do that. Maybe like if it's right for your business, but it's really about the type of [00:26:00] person that you want to work with a lot of times. Like it doesn't have to just be one knit. Now granted, just so like, that's why, for example, I call it relationship marketing versus like Facebook, right?

I wanna go on Facebook or whatever. Um, because it doesn't matter that channel, it's like, who do you want to work with? And, and when you then go and focus on that one thing, what, what people understand when you get the people right, like you just said. They amplify it for you, right? So then it's like you're everywhere, uh, because you have others activating and amplifying your message for you, with you, uh, so you're not alone and, and doing it.

So it still works to your favor. Um, you have to just think about the niches, like what type of persons or persons do I wanna work with? And it, sometimes it's very specific, like an insurance person, but sometimes it can be. The type of person, the, the struggle that they're having that you're helping solve, or the goal that they're wanting to reach, that you're helping them reach.

Um, so sometimes it can just be as simple as that versus a very [00:27:00] specific type of person.

Jim Fuhs: Yeah. And, and Scott Smith was saying in the chat over on Amazon too, he is like, you know, it ads make sense for some companies, but relationships make sense for all companies. Mm-hmm. And I think that's a, a powerful statement.

And I think to the point with like, the insurance is like, well, you know, it kind of goes back to like, like you said, Jessica, you and I may not need each other's business, but we might know someone that could work mm-hmm. With either one of our businesses. And that's what people misses, listen. Right. That's like, wait, why?

We have two ears and, and one mouth. Then you can truly help others. You know, you can show you care, right? By helping them in their time of need. And I think that's, you know, I think it applies to business and I think that's the challenge with all these platforms, right? It's like, oh, you gotta be on TikTok.

But it's like, but does it make sense? Just because you know, that's what all the cool kids are doing. If your business, the people you [00:28:00] serve aren't there, is it really makes sense to do that?

Chris Stone (2): So true. Yeah. And, and the, the one thing you touched on too, that I think people are, people should not breeze over is that the most powerful way to market anything is to have somebody else tell somebody else about it.

Mm-hmm. Is to share it. And even these platforms mm-hmm. All of these platforms, you can buy tens of thousands of dollars of ads every day on, you know, all of these platforms. It's not as powerful as, as a lot of people sharing. Because they like what you're doing, like what product you have, like what service you provide, like the content that you are making.

That's the power. So focus on that. Focus on, on how to make better content, how to make, uh, better product, how to, yeah, make, have a better service. That and serve people, and then they'll wanna share it. And then there's your marketing

Jessika Phillips: and using Amazon as an example of that. They don't even have to know the people.

Are advocating for you. When you go on Amazon, you buy something, [00:29:00] like you look at the reviews and you believe it because the people are leaving the reviews. So it's word of mouth to world of mouth. Now, like from people just looking and seeing what others are saying, they're getting an opinion about your brand based on what they're saying.

So it's not as small, like you said, don't brush over of just one person telling their neighbor, best friend, parent, whatever. It's, they're advocating for you online. For the world to see now and, and believe it, uh, and see it. And, and they keep showing up. Like I know, like, uh, Jim, I know you're a fan of Agora Pulse too, and like, like they are really good to people and so I'm always advocating for them, uh, you know, all over and because of how they show up and they consistently, you know, continue to show up for me even though I've been a, a client customer forever.

Right. But they're still paying attention. They're still there if I have a problem. They're still paying attention when they're featured online or mentioned online. You know, they're saying thank you. No matter how many times I've done it, they still show up to say thank [00:30:00] you. And that goes a long, long way.

And I think anybody can do this, by the way. Like I do have a, um, a free workbook and video, but. Learn relationship marketing.com. If there's any of it resonates with you, I'm not selling you anything, I promise. Um, but I really do think all of us win at the end of the day when we do it. 'cause it feels good, it's good business and there's enough work out there for everyone.

Truly.

Jim Fuhs: Amen to that. I, I definitely agree. Now, Jessica, what got you the idea to start your own conference? 'cause you've been doing it for a few years now.

Jessika Phillips: Yeah. Um, actually. I went to Social Media Marketing World the very first year they had, I've been there like every year that they've had it, and I really loved it.

It felt like, first of all, I felt like I wasn't the only crazy person that was this passionate about like social media and stuff, because in my community they're like, something's wrong with you, you know? Uh, which there still may be verdicts out, but going there, I found like I, I felt like I found my people one and was able to build community there.

[00:31:00] And just these great relationships of people that had amazing ideas and and truly were sharing about ways that brands can do just this. You, it doesn't, it brains over budget, right? Like you can, you can market yourself with, with just ha showing up with the right intentions and, and grow your business.

And I truly, because my community, unfortunately Lima for many, many years has been one that's like. You know, brain drain, people are leaving. And, um, you know, the community, it's community of makers, uh, in Lima. That's why I love the people that are there. Like they're truly passionate like entrepreneurs, but they just don't know how to do this.

So I knew they weren't gonna spend the money to go to a big event, um, and travel out of town and. The same messages that were being brought in, um, from speakers that were being brought in, were kind of very wrong ways of doing business and this is the only thing that's continuing to be fed to the businesses there.

So I was like, we need to bring something like this into [00:32:00] our community. So, um, that's how it all started and we started out first in our office at the time and then now it's kind of grown from there.

Chris Stone (2): Yeah, it was funny. It was like one of the first, um, few conversations I had with Jim when we started doing this thing.

Um, was he brought this up, he was like, oh, there's this, there's this really great conference. You definitely gotta go when it goes. It's, it's in Lima, Ohio. And I was like, wait, what? Where did you just say, did you just say Lima? I was like, so I'm, I'm, I grew up in Detroit, so I, you know, I've driven down I 75 and seen that exit and that sign.

I was like, you know, I, and we used to say like, oh, I'm at the Lima exit, or whatever. Yeah. You know? So people knew exactly how, how long you worked. Mm-hmm. And I was like, I couldn't blame. And he, and he raved about how awesome, oh, thanks. It was, and all the great people, uh, that were there. But, um, this, uh, this time around, you guys have some really incredible speakers.

A lot of which, uh, you know, I mean, I know, uh. Can you just share? I mean, to me, I was like, when he told me mm-hmm. That there was this conference with all these great speakers and I was like, [00:33:00] yeah, okay. Right? Mm-hmm. And then I went and looked at all the speakers. Mm-hmm. And I was like, how in the world are they going to get all of these people to travel to Lima, Ohio?

Uh, and, and, and the quality of speakers are just really, I mean, congrats to that. That is just amazing.

Jessika Phillips: Yeah. Thank you. And a is relationship marketing, right? So like when I went to Social Media Marketing World. I knew like, okay, now I'm, I'm amongst my people, but there's like a sea of people, right? And like, how am I gonna stand out this girl from Lima population 30,000, uh, that is gonna stand out amongst all these people?

And so I just again, started focusing on just conversations, right? With the people that I really wanted to, um, talk to and I was enjoying speaking with. And from there, I would try to introduce them to maybe somebody else, right? And then. So trying to be the connector and truly authentically relating though I would, I am one for authentic relating, which means you don't ask like just surface level questions.

You try to really, truly ask somebody a question that's [00:34:00] meaningful, that you're gonna remember and not just wait to answer the next question that they're gonna ask you. Um, and so the people I jived with and, and could really have a conversation with, I started hosting what's called the s'mores night.

That was, um, because it's very much Midwestern kind of thing to do, and I found out the hotel, um, offered like s'mores kits and like fourth floor was, uh, had a fire pit. So I invited people, I'm like, Hey, if you wanna continue this conversation, like I'm gonna host the s'mores, s'mores and wine up here. I would love to, you know, keep talking with you.

And we did. So it started out with like. 20 people. And then we kept growing each year, and then the very last year that that rooftop was closed and everybody was bummed because nobody gets to do s'mores. But, um, from there, I stayed in touch, right. And I, I wasn't gonna ask people right away, even though I came back to my community and I launched the first conference in a few weeks after a social media marketing world.

Um, but I stayed in touch with them and I, and I, you know, um, kept building a rapport with them. Eventually we would start asking, I think you senior [00:35:00] doing something there? And I'm like, yeah, I was really, would love for you to be a speaker, but I knew I couldn't pay anyone so I was gonna ask him to do it for free.

The waited kind of for people to start asking me and then I would start talking to them about it. And thankfully because of the value, I think that they feel that they're giving too. And just the vibe that we've, um, been able to create together. We've had the same people come back like. Brian fans has been back six times now, you know, uh, each year.

And, um, you know, uh, several people have been back many, many years in a row. And honestly, yesterday even showed me the reason why I think they keep coming back. 'cause I had, uh, two live streams. I had my, my show that I do. Um. Magnet marketers. And then I also had another conversation with a woman that was event at the event in 2019, and both of them shared their story.

So like Kathy Hackle, I dunno if you know her, she was on the show and she shared how her sharing her story on the stage, people were tweeting and they said, oh, magic leap, you should take a peek at her. And she got her job at Magic Leap there. And then Jenna, [00:36:00] um, the other woman that shared. About her experience at Lima.

She said that when 2020 hit, her business was tanking, and that then she looked back at all the notes and all the conversations that she had with the attendees and the speakers there that she was able then to pivot and she launched her business and now she's never been more successful or happy. And it's, those are the stories like that keep you, you know, like wanting to, uh, keep coming back and, and showing up for him.

Jim Fuhs: Yeah. And, and I'll tell you, Chris, one of the things I really love about. The way Jessica has it set up. And I, and I could see that that could be the challenge if it got much bigger, is that everybody's in the same room. So it's not like you're like, oh, I gotta go pick who I want to go see. Uh, it, it's really like a, a community during a, a, a conference and then at the break you're able to get up and go talk to people and, and everyone is just so approachable.

Like, I don't, can't think of one of the people, and this is, you know, credit to Jessica. None of the speakers are like, oh no, I can't talk to you. They're, [00:37:00] they're more than willing to take the time and you really get to know them on a personal level. And I think that's part of the magic of, uh, of, of Lima.

Jessika Phillips: Yeah. Every year's a theme. So like, I. Last year, well, 2019 was craveable, how to build an irresistible brand before that was the human experience. And then actually our very, our second one was, um, uh, business 2020, believe it or not. And the shift that's happening in 2020, uh, with more people needing to have, um, online business, like being able to do business online.

So it's kind of eerie. That was a topic, um, and title, but. It's been great. So we want everybody to go through that experience together and learn what's to come together.

Jim Fuhs: Jessica, what, so what are the, some of the things that, uh. You and your team are working on, you know, to, to maybe one, help people grow, uh, relationship marketing.

What are some of the, the things you're hoping to get more into over the, the next year?

Jessika Phillips: Well, you'll learn a lot more about that social media week line, but I'll give you your audience a sneak [00:38:00] peek. Only you. Um, so one of the things we actually just like that was the call that I was on right before I jumped on here.

Um, one, our goal is to be like the most transparent agency in the world. So. We've incorporated a lot of ai, uh, to track time as well as a client portal. So like giving clients complete access to everything that we're doing and, and, um, login everything in one place instead of being like, go here to get, to drive Google Drive and here to pay your invoice and here to whatever, you know, here's how much time you have left.

So giving them access to that. But more importantly, we're providing just more training. Um, so we're gonna be launching because I, I do believe people. Inside of their own company need to have someone that's in charge of helping with social media. I do not feel like. Even us, like we can't do it all for you because you are in your company.

Like it's real people doing real things in real time and people want access to that. We can help enhance it and we can help like try to make it feel that way. But I really [00:39:00] feel like more companies are looking at that now and how they can have influencers within their own company. So our goal is to help prepare and train them because they want that, but it doesn't mean that they know how to train that person right.

On how to do those things and, and to be like the helping hands. 'cause they also don't feel like. In one person. They can be the web designer, graphic designer, you know, content creator, all the things. Um, they could be average at all those things, you know, and there's some definite amazing people out there that do that.

But I feel like people need support. So we are launching a training, um, relationship and ROI is what's called, and then it has all of the videos on step by step, like. How to do things. And then as new things come out, it's a quick video that they can grab and go. Um, so we're actually gonna be rolling it out at, uh, social Media Week, Lima, to where people can get access to that and, and have it at any time.

A community there to an help, answer their questions, train them, train their team, um, and get them certified and on their way to, to doing awesome things.

Jim Fuhs: That's so important. 'cause I think that's where a lot of [00:40:00] people, you, you hit on it, right? It's like. It's very hard for a social media manager to truly adapt the culture of that company.

We can help them, but they've gotta take a little bit of ownership. So that sounds very exciting that you're gonna be able to, to help people take those steps and, and I think the people you work with will take those steps. 'cause it goes back to you. You determine early on in the relationship whether these are people you wanna work with or not.

And I think that's another great lesson that, that you thought, right. It's okay to say no, right? I think. So many times we're afraid to say no because we're like, oh, but you know, I gotta, gotta pay my bills. Well, you know, yep. Think

Chris Stone (2): we need the money. Yep, yep. And they end up costing you, you know, pay me now, pay me later.

Right? They're gonna end up costing you more misery. And, um, you know that you always have that, uh, weird call where you gotta break up with someone later. You might as well just, uh, disqualify them at at the onset.

Jessika Phillips: It's a high interest relationship, lots of credit debt. You don't want it, you know,

Chris Stone (2): you had [00:41:00] mentioned about in the training process, you had mentioned training influencers as a part of, of, of that whole strategy.

How often do you run into businesses where there's someone, someone who's running social media, is the influencer, or you know, like how is, you know, how do, how do you weigh all of that? Because I mean, obviously, you know, uh, Jim and I are not used to that word, but I guess we are. Right when it comes to this in, in terms of Amazon.

Um, but you know, it's so important now with, uh, with influencer marketing and, you know, with even smaller businesses, not just big businesses, people are trusting other people talking about stuff, not necessarily the company talking about that stuff. How important is that and, and, uh, how do you work with companies to do that?

Jessika Phillips: Huge. First of all, getting them to let down their guard a little bit and trust. That it's okay to let their people do their own thing. And that's part of like going back to who you hire, because many companies are still in the same mindset. And I [00:42:00] think we even know a company, um, that Jim, that you, we were talking about earlier, that they were letting their people go because they were starting a podcast that didn't have to do specifically with them.

They were letting their people go because they were, you know, sharing the love for another company. And they were just getting threatened a little bit by that. And. You're not in competition with your employees. You shouldn't be. Right. You should be cheering them on and realizing their success is a, can be a direct reflection of your success, right?

It's the same thing if you, if your clients do well. That's good. That's looking good on you, right? Like if your team members are thriving, that looks good on you. Now granted, I know there's specific in instances and situations that may not align with the values of the company, but that goes back to hiring people that do.

And so let them do their thing. You know, let them be happy. Let them. Thrive. Right? And, and do have a side gig, have whatever. Uh, I have so many team members, I would say over half of 'em have their own like side [00:43:00] hustle. Um, you know, it's, one's a baker, another one's a photographer, you know, uh, one sells X stand.

Um, that's awesome. I wanna cheer them on. I want them to do those things. Um, and. You have to as brands now, like embrace that mindset that you don't have control anymore at all. Like your messaging is you're owned by your customers, uh, you know, your experience is owned by your team members, and all you can hold onto is truly making sure that you're creating a vi, an environment where those people thrive and wanna be a part of it.

So they're gonna keep showing up for you because. Other than that, honestly, you've lost your control a long time ago, unfortunately. Um, so you might have to do some breathing for that. But, uh, so we wanna help, uh, companies truly just embrace that understanding and help them create the environment that allows those, those people to thrive.

Um, as well as people like to understand how to, how to connect and, and hire some of those influencers. I think 2020 was also a year that, that was another understanding [00:44:00] that. You know, when speaking gigs were kind of dried up a little bit and some of those brand deals were dried up a little bit, some influencers were going, you know, getting picked up by companies and it light bulb went off and like, oh.

This could be a good thing. Um, and, and have that advocate there.

Chris Stone (2): We wanna make sure that, uh, you guys head to social Lima, not Lima, social lima.com, not Lima Jim I know. And, um, and obviously Jessica Phillips uh, dot com and, uh, learn relationship, uh, marketing.com. Uh. Jessica, this has been awesome. Thanks so much for taking the, the time.

Thank you. Uh, can't wait to meet you. IRL in a few weeks in alignment, I finally get to take that exit instead of talking about driving by it and, uh, uh, definitely looking forward to it.

Jim Fuhs: Yeah, it's gonna be a great time. Thank you Jessica, for joining us and thank you. Looking forward to seeing you. And, and, uh, we'll be doing hugs, right?

Yeah.

Chris Stone (2): And I want s'mores

Jessika Phillips: Yeah. And suits and stuff. Yeah. We need to figure that out. There [00:45:00] is, um, there's definitely cornhole. We got that covered, you know. Alright. In Midwest. Midwest too. And we definitely love feeding people. That's one of the things that we're known for. So we'll make sure s'mores is on the table.

Chris Stone (2): I'll bring some Hershey bars and some graham crackers. And, uh, Jim, you bring the marshmallows. Let's that, that sounds like a plant.

Jessika Phillips: Let's do it.

Chris Stone (2): Alright. Take care everybody. And as always, don't fear the gear.

Jim Fuhs: Thanks for listening to deal casters. Congratulations. You've taken another step forward. In your content creation journey, please don't forget to hit the subscribe or follow button here in your favorite podcast player so you can be reminded every time we drop an episode,

Chris Stone (2): we love hearing from our listeners and viewers.

And if you're wanting to watch our shows live on Amazon, feel free to follow deal casters live as well at deal casters live. Follow us on Twitter. Or subscribe to our YouTube channel where we also included added content that you cannot find anywhere else.

Jim Fuhs: If you have [00:46:00] questions about this episode or have something you want us to review, you could also email us at deal casters@dealcasters.live.

Thanks again for listening and you know the deal. Don't fear the.