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In a recent chat with Danny, a budding marketer, we dove deep into my digital marketing journey. This wasn’t just any talk. I shared everything from how we caught Nike’s eye to our “Content Factory” strategy. It’s all here: our wins, our methods, and the beliefs that guide us.
Our journey’s been all about inbound marketing. Take Nike, for example. They saw our work with Adidas during the Olympics and got in touch. They were really into our ad campaigns and analytics, especially for football, and invited us over to chat at their HQ in Portland. It felt like they were saying, “Hey, we might want to hire you.” And for me, that was huge. I tried to get into Nike when I was 18 but got nothing back. So, landing this felt like coming full circle, especially after feeling sidelined by big companies because I didn’t have the connections, despite my good grades.
That Nike gig was just the start. Starbucks and Red Bull came calling next, trusting us with big money for ads and analytics. We even ran a $17 million campaign for Starbucks’ Frappuccino, among other cool projects. And get this: we didn’t have to chase any of them; they all came to us.
I’ve always played it differently from the usual sales tactics. No cold calls or quick meet-and-greets for me. Our work does the talking, pulling in clients who like what they see.
A big part of our ethos is about sharing knowledge and lifting others up. I’m a firm believer in the power of good karma or divine timing — it’s definitely paid off for me. Inspired to spread this good fortune, we’ve taken our mission global, creating job opportunities worldwide, particularly in Pakistan, the Philippines, and Kosovo. We’ve been working with leaders there to set up digital marketing training.
Here in the US, thousands of agencies, especially those in local services, are keen to grow. I’ve shared insights at events like Josh Nelson’s Seven Figure Mastermind in Miami, connecting with industry leaders.
We’ve also teamed up with big names in the digital marketing space, like Vendasta and GoHighLevel. Being featured on their platforms has expanded our reach and solidified our influence in digital marketing education.
Handling clients means wearing many hats — from vetting clients, and setting up their Google ads and websites, to managing campaigns and making sure you get paid. It’s a lot, and honestly, you can’t do it all on your own. That’s where smart software and a good VA come in, automating the mundane so you can focus on growing your business, not just running it.
Building a Strong Personal Brand Through the Power of the Content Factory
Having a strong personal brand is key. If you don’t have a solid online presence, like a website that clearly says, “Hey, I’m Danny Leibrandt,” and spells out what you do, you’ll end up explaining yourself over and over. A clear brand and service offering make it easier for potential clients to understand and choose you.
When people ask if they should focus on Facebook or YouTube, I say, “Hit them all.”
Our Content Factory rolls out in four phases:
- Produce
- Process
- Post
- Promote
It all starts with creating content, whether that’s chatting on podcasts or capturing the day-to-day. It’s about getting your message out there, engaging with your audience, and sharing what you know.
After we’ve got our content all set, we don’t just leave it there. We have our virtual assistants (VAs) dive in with tools like Descript and some smart AI to tweak and tune everything.
They add captions, cut videos into bite-size pieces, and make sure it’s all looking sharp for wherever it’s going to show up. This step makes sure our content isn’t just good to go — it’s great.
Here’s something we’ve learned: don’t put all your eggs in one basket, especially when it comes to where you post your stuff. We spread our content across YouTube, Facebook, Twitter, and beyond because, honestly, not every business is scrolling through Twitter.
We Need to Meet Our Audience Wherever They Hang Out the Most
Now, here’s the kicker. After we’ve spread our content far and wide, we’ve got to make sure it actually gets seen. That’s where our “Dollar a Day” tactic comes into play. It’s a nifty little strategy that boosts our content’s reach without breaking the bank. With just a dollar a day, we can push our best pieces in front of the exact people we want to see them.
Believing that everything happens when it’s supposed to help us stay focused and strategic, especially with our “Dollar a Day” approach. It’s about making sure our voice is heard in the crowded online space, targeting the right folks, like the professionals at World of Concrete or the fans of Tommy Mello.
What Really Sells: Results, Not Just Efforts
It’s not just about the stuff we do, like writing copy or running ads. What really matters is showing off the traffic and results we can drive, especially with smart ad strategies. For instance, telling the story of how we boosted my dad’s business is a game-changer. People see that and think, “Hey, that could work for me too!” It’s all about making that connection.
Before They Even Ask, They’re Sold. Our game plan isn’t about selling; it’s more like being that trusted doctor who’s there to figure out what you need. By the time we’re talking to potential clients, they already know we’re the real deal. We’ve moved past selling to solving their problems right off the bat.
Write it down, film it, record it — the good, the bad, and the ugly. This isn’t about showing off a perfect picture but about being real with what we do. This honesty isn’t just refreshing; it helps us learn and share more effectively. Plus, it shows we’re all in, every day, working hard to make things happen.
The Power of LIGHTHOUSE Clients
But here’s the thing: our content and strategies are one part of the puzzle. The real magic happens when people talk. Having someone like Danny Leibrandt vouch for us,
.
saying we can drive an extra 10 jobs a month for home service businesses, that’s gold. It’s not just about getting a good review; it’s about building genuine relationships that show we’re more than just talk.
With “LIGHTHOUSE” figures, like Tommy Mello, isn’t just beneficial; it’s transformative. These are the folks who not only amplify our message but also validate it, making every piece of advice or endorsement exponentially more impactful.
Dennis Yu
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.