How to Grow Your Business During Slow Seasons

Key Concepts

• Brand Deals & Pitching
• Media Kit
• Upskilling/Reskilling
• Batching Content
• Content Repurposing
• Podcast/Guesting Tour

Brand Deals and Pitching

• Increased Brand Activity: The second half of the year sees a surge in brand deal opportunities as brands finalize budgets and campaigns for the upcoming year, especially the holiday season.
• Strategic Timing: Summer (July-September) is an ideal time to pitch to brands because many competitors (other content creators) are on vacation, giving you a competitive edge.
• Holiday Campaigns: Brands typically finalize their holiday campaigns by October/November, so pitching before then is crucial.
• Media Kit Importance: Create a professional media kit (creator resume) showcasing your work and audience demographics.
• Dream Brand List: Compile a list of target brands, especially those with products or services suitable for holiday promotions.
• Nina Zeta Interview: The speaker recommends an interview with Nina Zeta, an influencer marketing expert, for further insights on brand deals.

Upskilling and Reskilling

• Mid-Year Assessment: The summer months provide an opportunity to assess accomplishments, identify skill gaps, and adapt to industry changes.
• Personal Example: The speaker attended the Build Expo in New York City and was inspired to improve her photography skills.
• Business Application: Enhancing photography skills will allow the speaker to offer high-quality photos in her studio, expanding her service offerings.
• Personal Growth: Upskilling can also benefit personal projects, such as improving self-portraits for YouTube thumbnails.
• Course Plug: The speaker promotes her online courses:
  • Video Lab: A step-by-step guide to starting a YouTube channel.
  • Social Media Management Accelerator: An in-depth course for social media managers.
  • Online Business Launch Lab: A course for creating and launching online courses and coaching programs.
• Discount Code: A 25% discount code ("summer25") is offered for a limited time on all courses.

Batching Content

• Summer Energy: The speaker finds her energy and mindset are more positive during the summer, making it an ideal time for content creation.
• Extended Daylight: Longer daylight hours in the summer provide more time for recording content using natural light.
• Offsite Studio: The speaker is recording podcasts in an offsite studio (Oxford Exchange in Tampa) to batch content for the next month.
• Making it Fun: To combat the stress of batching, the speaker suggests making it a treat by exploring new spaces, dressing up, and turning it into a "date with yourself."
• Logistical Support: If possible, enlist help from partners or roommates to manage childcare or other responsibilities, allowing for focused content creation.

Content Repurposing

• Archival Review: Slow times are perfect for reviewing existing content archives (e.g., 800+ YouTube videos).
• Multi-Platform Use: Repurpose long-form content into short-form content for platforms like TikTok, Instagram Reels, and YouTube Shorts.
• Transcript Utilization: Use video transcripts to create newsletters, blog posts, and social media captions.
• Content Remixing: Remix webinars, podcast interviews, blog posts, and newsletters into new content formats.
• Social Media Scheduling: Use a social media scheduler like Metrical to batch and automate content distribution.
• Auto Lists: Metrical's Auto Lists feature allows for automated posting of evergreen content.

Podcast/Guesting Tour

• Strategic Timing: Slow periods provide time for guest appearances on podcasts, masterminds, and local events.
• Long-Term Investment: Guesting is a long-term investment that may not yield immediate leads but can generate opportunities over time.
• Podcast Pitching Etiquette:
  • Authenticity: Be a genuine fan of the podcast or channel you're pitching to.
  • Relationship Building: Engage with the host and their content on social media before pitching.
  • Value Proposition: Clearly articulate what the host and their audience will gain from your appearance.
  • Give, Give, Give: Offer valuable resources (e.g., free ebook) and actionable tips to the audience.
  • Promotional Support: Offer to promote the episode to your email list and social media channels.

Conclusion

The speaker emphasizes leveraging slower business periods, particularly the summer months, for strategic activities that contribute to long-term growth. These activities include proactively pitching for brand deals, upskilling to enhance service offerings, batching content for efficiency, repurposing existing content for wider reach, and engaging in guest appearances to build brand awareness and authority. The key is to use this time wisely, focusing on tasks that are often neglected during busier periods and that can yield significant returns in the future.