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How to Build a Platform for Your Business

Episode: 

Episode Summary:

Every single person out there who is looking to build a business needs to listen to this podcast. You need to be building a platform for your business and this is how you do it.

Episode Transcription:

Every single person out there who is looking to build a business needs to listen to this podcast. You need to be building a platform for your business and this is how you do it.

All right, so what is a platform and why should you be building one for your business? Well, I want you to think about life like this. It’s 1980, let’s say, or 1990, somewhere around there and you just released a book and you went the traditional route. You have a publisher. The book is absolutely amazing and it gets out there and it hits the New York Times best seller list. Meaning you’re selling the crap out of this thing. And yes, things are going good. It’s great and tons of people are buying your book. You’re making a little bit of money and that’s nice.

And then you’re like, oh man, this is awesome. I want to release my next book, but lo and behold, your publisher somehow makes some bad decisions and they go out of business. And so you now have no one else that’s a publisher.

Dr. Ben Adkins:                    Now
maybe you could go put together a book deal with someone else because your book
was a New York Times best seller, but this is the problem. You’re popular now
and you still have to depend on someone else to get you out there and to put
money behind you. Otherwise you’re in trouble.

Dr. Ben Adkins:                    Well,
that wouldn’t happen if you had done some work on your own. Let’s say in that
book. Instead of being 1980, 1990, it’s 2010, 2020, somewhere in that range,
right? Somewhere within those years. And for everybody that picks up your book,
you had a place where they can go get more info from you by putting in their
email address and now you’ve got a platform.

Dr. Ben Adkins:                    Let’s
say also maybe perhaps you’d sent them to your Facebook page. You had an
Instagram account and you’d had them like that. Now you have a platform. You
have a place that without anybody else interfering, without anybody else
getting in your way, you could click a button and send an email out to hundreds
of thousands of people that loved your first book, or if you don’t have a book,
loved whatever you’ve put out in the past.

Dr. Ben Adkins:                    Let’s
say that you had a social media platform that you could click a button and post
something and let people know. This is the key. Far many businesses out there
right now are in this position. They are so dependent on getting customers by
spending money.

Dr. Ben Adkins:                    Now
the first time that you get customers, you’ve got to spend money on advertising
and marketing. That’s cool, but that advertising and marketing better not be
laid out just to get those customers in the door the first time. It better be
set up to where when they come through the door the first time you’ve got information,
you’ve got things built up. That is a platform, something that you can stand
on.

Dr. Ben Adkins:                    So
this is the key. When you’re putting your hard earned dollars out to promote
whatever you’re doing with marketing, with Facebook ads, with newspaper, with
radio, whatever it happens to be, make sure somewhere in that mix, it’s not
just about getting a new customer, it’s also about building a platform that you
can stand on.

Dr. Ben Adkins:                    So
let’s talk about this. Let’s talk about what you need to be doing and why this
is so stinking important.

Dr. Ben Adkins:                    You
need to always have an email list. You need to always be getting good email
addresses from your folks because there is nothing cheaper and nothing more
effective out there numbers wise than having your existing customers come out
on a list and sending something out the next time. So every time someone buys
something from you, you need to get their email address, at the very least
because odds are they liked what you put out. And if they did, when you send
that email that you’re putting something else out, the next thing they’re going
to be able to jump in on that.

Dr. Ben Adkins:                    So
let’s talk strategy here real quick because this is super duper important. And
this is the reason I have a backpack based business is somehow I did this and
it was one of those things that I look back now and didn’t realize what I was
doing. Didn’t realize I was building a platform on email marketing and social
media. But now I’m so glad that I have it and I understand why it works so
well.

Dr. Ben Adkins:                    This
was my strategy. This is what your strategy should be. Every time you release a
product you should be getting an email address and that should go with, of
course you’re getting paid at least a little bit.

Dr. Ben Adkins:                    So
here’s what I want you to sort of do. I want you to think about this. What is
your release schedule? What is your release schedule and how are, with whatever
products you’re putting out, with whatever marketing you’re doing, because
marketing usually comes with the release schedule of products and services, how
are you using that release schedule to also put people on an email list or to
get them to like a social media page that you happen to have out there?

Dr. Ben Adkins:                    So
this is how I do it. Every time I release a product, I either do a little bit
of a prelaunch where people that are interested can put their email address
into a box. Or every time I put out something I am making sure that I hit my
previous customers up.

Dr. Ben Adkins:                    Now
maybe you’re sitting there saying man, I’m starting from scratch. I don’t have
any emails. So this is what you do. Put out a Facebook ad that is talking about
this thing that you are about to put up for sale or that you already have for
sale. Point that Facebook ad at that. Now this Facebook ad should be targeted
specifically to the audience that you’re after. So if you’ve written a book,
for instance, that says hey, I’m trying to targets women that are pregnant
right now so that they can get ready for their baby, these are the tips that
they need to be following, then you need to be targeting those folks on
Facebook. So those folks, every time they buy your $7 book or your $20 book,
whatever that happens, you need to be getting an email address.

Dr. Ben Adkins:                    So
this is what comes down the line is after they purchased that first book,
you’ve now got them on a list, so maybe you build up 100, 200 or maybe it’s
100,000, 200,000 people on that email list that bought your first thing. The
next time that you put something out, you won’t have to go spend as much money
on the Facebook part or the radio or the TV or whatever because now you have
that built in group of people that loved your first thing, bought your first
thing and you can send something out to them. So send out the email to the
folks that already bought.

Dr. Ben Adkins:                    And
then hey, they probably liked your social media, your Facebook, your Instagram
profiles too because they loved your stuff. Make sure you go and post there.
And so instead of spending that first time, you’re now leveraging the platform
that you built with that initial ad spend.

Dr. Ben Adkins:                    So
here’s the strategy. Get consistent with your releases. When I first started, I
was releasing a tiny little mini products, something that you paid $3 to $7 for
it. I did it for every two weeks. So every two weeks I was releasing a new
product. You’re going to see people like James Patterson out there who’s a
highly successful author. He’s prolific. Every time he releases something, he has
another chance of bringing people into his world and really they’ll fall in
love. And then if they fall in love with the thing that you just released and
they get on that list, well they’re probably going to look for your other stuff
too. But now your next release, you’ve got a way to contact them.

Dr. Ben Adkins:                    And
that is the absolute key to building this platform successfully, is always
putting stuff out. Even if it’s a small something and doing it right.

Dr. Ben Adkins:                    Now
the shirt, you may realize it’s the Foo Fighters. The Foo Fighters are one of
my favorite bands out there and one of the reasons that they’re so great is
consistently every few years they put out an album with at least one amazing
hit single on it. A lot of good music, but there’s always something that’s at
least a little bit radio friendly. And every time they do that, they bring in
new people and new people.

Dr. Ben Adkins:                    If
you go look at what the Foo Fighters do on social media, if you go look at what
the Foo Fighters do on their websites, they’re building a list. So they’re
building a customer base. They’re also building up those social media profiles
and that’s powered by their new launches and new release. So they build their
platform every time they release a new song.

Dr. Ben Adkins:                    So
what’s so cool is maybe every so often the Foo Fighters, James Patterson, me
have something that’s a big hit that really breaks through and that really
drives things. But the key is is you’re not going to hit it every single time.
Not everything that I released is great. Not everything that Foo Fighters
released is great. It’s not everything that James Patterson put out is great.
Now maybe it’s all great, but it’s not the thing that connects with a huge
audience.

Dr. Ben Adkins:                    But
if you’re consistent, you’re going to hit eventually. And that’s the reason
that I always tell people, focus hard on being consistent with your releases.

Dr. Ben Adkins:                    Now,
what is all this about? Let’s review. First things first, you need to set up a
way to get people’s email addresses, whether it’s them buying from you or they
put in their email address to get something for free. You need to have at least
a Facebook and an Instagram profile where people can come, get a different look
at your life.

Dr. Ben Adkins:                    And
every time that you put out a new product, every time you release a new service
or a product into the world, you need to be leveraging that. That’s news.
That’s something that is an excuse to get excited about, to run ads, to be on
the radio, to be on TV. Every time you release one of these things, make sure
you give people a way to get to your Facebook, get to your Instagram and to get
on your email list. And that’s how this starts to stack over time. And that’s
how zero people on your list, your email list that you can contact anytime
you’ve got a product, that’s how it slowly grows with a little bit of spend
every time, slowly grows into something that is hundreds of thousands of people
that you can rock out.

Dr. Ben Adkins:                    So
new fans to come in with everything you drop, give them a place to go hang out
where they can instantly hear from you and you are not depending on that
publisher like we had an our New York Times best seller example.

Dr. Ben Adkins:                    All
right, so I hope you love this. If you did, do me a favor, click the subscribe
button and always hit that little notification bell. That’s a big deal because
that’s going to let you know every time we release something. Also, got a
comment? Post it below. I’d love to hear what you think. I’d love to hear about
your platform. What’s your website? What are your links? Post them below. I’d
love to go check them out.

Dr. Ben Adkins:                    All
right. I hope you enjoyed this. I’ve got tons of good stuff coming your way
that’s going to continue on this concept and even more cool online marketing
stuff. I will see you on the next video.

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