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Ep23. How To Drive Organic Growth On Your Facebook Page With Rachel Miller

You’ve got to spend money on Facebook to have your business seen…
True or false?

Well, truth be told, I thought this was pretty much the case until… I had the privilege and honour of interviewing Rachel Miller from Moolah Marketing recently.

In case you’re not familiar Rachel, well… for starters, she’s a mum of SIX kids… has appeared on Good Morning America to discuss one of her MANY viral videos, has spoken to crowds of thousands AND has built multiple websites, each earning six-figures+.

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TRANSCRIPT

Flori Pyke: [00:00:49] Welcome to Episode 23 of the Brave Business podcast. We are Anna and Flori the queens of small business and we deliver female entrepreneurs both the business and mindset tools needed to start, grow and scale your small business for success. Now today you have myself on board Flori and I have to say I am so pumped to interview a bit of a superstar in the business and mum world, if I do say so myself. So Rachel huge welcome to you Rachel Miller.

Rachel Miller: [00:01:27] Thank you.

Flori Pyke: [00:01:27] It is such an honour to have you here.

Rachel Miller: [00:01:30] I'm excited to be here. I love talking to other moms. I love that you're you're a mom of many too you're having your third. So that's so exciting too.

Flori Pyke: [00:01:39] Yeah. Well I would love on that note of my third, you know I thought what we might start by telling our listeners is just a little bit more around you and your story. And I'm going to start here by giving out a massive accolade to Rachel and then I'm going to let you take over and just share with us and our listeners a little bit more around your story. So Rachel is amazing. Listen closely OK, she's a serial online entrepreneur and she's been hugely successful, plus she has six kids. Like oh my god.

 

Rachel Miller Moolah

 

Rachel Miller: [00:02:24] [Laughing] That's funny. When I introduce myself I say like okay I've been this and that and then I say six kids and it's like nothing. They don't hear anything else that I've said but it's so exciting to be a mom who can have a large family and also have a large business like there's no reason why you couldn't have both. So I know, I mean I've had people tell me well you need to focus on your family you need to focus on you know if you hustle hustle your business. The reality is my family does really well when they're playing their computer games and mommy's playing her computer game which happens to be paying the bills. I like it that way. It works well for them and it also works well for me. Like my family does well having me work and and I do well having something for my brain. So there's no reason why we cannot have both. So I love getting to be a mom and a business owner.

Flori Pyke: [00:03:14] Wow. It's pretty incredible. I have to say when when Anna shared with me that you had six kids I just about fell over because, yeah I mean I'm having trouble wrapping my head around the fact that I'm about to hatch my third let alone like juggling six plus your business and yeah. So actually before we kind of get into that. Can you share with us a little bit more around just your business experience and what you're up to now and how you got onto the journey.

Rachel Miller: [00:03:47] I've created multiple, I just realised I create multiple seven figure businesses. That's pretty cool. My current business is Moolah where I help people grow their audiences online and not just grow an audience because anyone can buy likes, but we'd talk about how to grow an audience with engaged people that talk to you regularly and want to hear from you, want to see what you're talking about, want to engage with you. So yes I help people build audiences. And before that I've built multiple websites that get over a million views a month. So we're closing in on one point five. I don't know if we're going to hit it this month but we've got up to a two point two on my newest site. My older site we got over a 10 million page views a month in its heyday.

Flori Pyke: [00:04:32] Holy moly.

Rachel Miller: [00:04:32] I know 10 million pages a month we were getting. So it's been a lot of fun to see what we can do with our content, with the way we talk to our audience, the way we research what our audience wants to hear from us, what we can do with content to get people to engage with us. And then when they engage with us help them love us, convert into buyers.

Flori Pyke: [00:04:52] Yeah that's unbelievable. So Rachel you know when you're talking about the you said you know with the previous site you grew up to was it 10 million.

Rachel Miller: [00:05:04] We got 10 million page views in a month yes.

Flori Pyke: [00:05:07] Wow. So what was the name of that site in particular.

Rachel Miller: [00:05:11] Quirky Momma and you can go on Facebook and look up Quirky Momma and you can see it there. Those are my kids on the cover.

Flori Pyke: [00:05:17] Beautiful.

Rachel Miller: [00:05:17] Yeah I no longer own it. It's not my site and I sold it to my partner at the time Holly Homer and so she is running it and I've stepped out and made a new site. And then that site grew viral and we grew up to be massive.

Flori Pyke: [00:05:31] And what's that one is that Rachel Miller?

Rachel Miller: [00:05:34] One Crazy House.

Flori Pyke: [00:05:35] OK

Rachel Miller: [00:05:35] One Crazy House. I own a lot of sites like I'm A Crazy Cat Lady, I don't actually own cats. It's a long story. [Flori laughing] And then at crock pots site one pot crock pot. And then Rachel Miller and the Moolah site. So yes I've got quite the collection it actually I've created two or three other sites in addition to those that have sold off as well.

 

Organic reach, multiple businesses and 6 kids... 

Flori Pyke: [00:05:54] Wow. Yeah that is amazing. I'm really intrigued to hear how you have done this and I know that our listeners will also be like chomping at the bit to better understand some of your tips and insights on how you have driven such compelling organic reach and traffic. But before we get into that I also would love to understand a little bit more around how, like I mean obviously you know our listeners we have a lot of mums and I'm a mum and I'm personally very intrigued in understanding what tips you have for us as mums who are juggling you know a business, a household, not six kids most of us but still some kids. Which is enough for most of us you know. So how do you do this.

Rachel Miller: [00:06:48] Well there's a lot of things I do and one you give yourself a break. And what I mean by that is look at your life. Where can you take a break or where can you outsource that's not going to hurt your family or hurt your business. So this is not just outsourcing tasks like checking your e-mail. This is outsourcing your whole life a little bit. So let's look at your life. Washing dishes that takes time. Right. Well is there a way you could outsource that. Yeah you can get paper plates. Is it good for the environment. No but this is a season. It's not like I'm going to do paper plates all my life. My kids are only young for a little bit. I'd rather spend that time with them than scraping a plate. So for you think of what can you outsource maybe you don't want to do paper. Well maybe you can have a mother's helper come in and help with the dishes once or twice a week or something like that. That way you can find ways to take yourself out of your life, in a way that doesn't affect your business or your children. So those part of your business that you need your face, the parts of your family that need your face, keep that there. The other parts, they don't need me to cook them dinner. They don't need me to wash the dishes. They do need me to sit with them on the couch and ask them about their day or play that stupid cup thingy game that they're all playing right now where they like bang these cups and they clap. I got to do that too. [both laughing]

Flori Pyke: [00:08:00] I don't know about the cup game.

Rachel Miller: [00:08:01] It's like tap tap tap I don't know.

Flori Pyke: [00:08:05] I must be like living under a rock over here in Australia.

Rachel Miller: [00:08:08] Well I'm sure there's an Australian equivalent and I'm sure not every kid in every school is playing this cup stacking game and in three months it's going to be something else like the floss was big like two months ago.

Flori Pyke: [00:08:20] Oh I do know the floss. See it's only just arrived here. [both laughing]

Rachel Miller: [00:08:26] Well they go in phases. I'm sure like you're going to send us something next month so whatever it is. But yeah we did the floss for a while so I actually did like a flash mob with my kids doing the floss on the side of the street. It was really a little embarrassing but it made my sons feel really loved that their mom was you know, flossing in public. Looking like a fool on the side of the street. It was funny but anyway yes so my point I had to be the person flossing with my kids. That's a face event. Me and my kids spend time together I don't need to make them supper. They don't need, that's not something that's a touch thing. So for me I could outsource that by, no I don't have a chef but because feeding six kids is a nightmare, so instead we have Costco and Costco delivers catering. So when your family gets this size you do catering an awful lot. [laughing]

Flori Pyke: [00:09:21] Wow, I didn't know Costco did that.

Rachel Miller: [00:09:22] I know there's a bunch of different restaurants that will do catering and usually cheaper than the restaurant meals but when you have 8 people that are eating it you want double portions so this also counts for tomorrow's meal. You know what, you can get catering for quite affordable rates. At least it's less than a chef and it's less than me having to cook and the money I would be making working online for that hour or that I would be enjoying with my children by flossing on the side of the highway because you know yeah.

 

Rachel on managing her time

Flori Pyke: [00:09:51] Oh no I love it. I'm going to have to check that video out. And what about like on a daily basis in terms of how you choose to allocate your time like when you know how do you - do you wake up at a certain time like do you set time frames for certain priorities. Because I know you work from home you were just telling me you've got your home office. So how do you separate it all.

Rachel Miller: [00:10:19] Yeah well one of the tips I have is for office, I have a velvet curtain, I don't if you can see behind me, but that's like I've got one of those reinforced soundproof doors. But in addition to that I have a velvet curtain that goes over the door and so that cuts the sound because often there's sound and we've got sound panels throughout but sound is a big one when you've got a large family because the kids they make a lot of noise, they make an awful lot of noise. So then with balancing my time, I like to chunk as much as I can into a short period of time. So my latest struggle is meetings cause often there's a lot of like chit chat that comes in a meeting that's a good thing but like it's not a good thing. So like how do we tighten that up. So we still have the relationship but we have a relationship like in seconds instead of 15 minutes.

Flori Pyke: [00:11:07] No no I hear you Oh yeah.

Rachel Miller: [00:11:10] So I'm trying to work on that balance between the relationship and efficiency in conversations. But yes that's why I like to chunk my meetings together so I have all of my meetings in the same four hour stretch and I'll try to have a four hour stretch of something else so and then I also like I'm one of those high energy people that loves to do do do.

Flori Pyke: [00:11:29] No really?! I didn't pick that up. [laughing]

Rachel Miller: [00:11:33] I'll give myself a timer so like so okay next 15 minutes I'm going to do emails after the next 15 minutes I’m going to work on my cell. 

Flori Pyke: [00:11:40] That's that strategy that like what is it called it's like tomato.

Rachel Miller: [00:11:43] Tomato timer does one so yeah.

Flori Pyke: [00:11:47] Tomato timer and then like it's got that Italian name too right. Like the pomerado or something.

Rachel Miller: [00:11:54] Pomodoro I think is what it was.

Flori Pyke: [00:11:58] Well Tomato Timer in English. Right okay. So that works for you.

Rachel Miller: [00:12:04] Yes so that helps me stay focused.

Flori Pyke: [00:12:07] Okay. Very cool. And do you like, I mean like even right now we're doing this podcast like who's doing the kids.

Rachel Miller: [00:12:19] My husband is home but my guess is he's playing computer games. And so my kids are probably playing computer games or swimming in the pool or at the neighbours house. I am a little bit of a free range parent. So like the older, my 7 year olds they they need to let me know where they are. But over my 8 and older they get to go to like their approved places without asking permission. So that helps that. We're talking it's like 150 feet. So it's yeah yeah they're fine.

Flori Pyke: [00:12:48] Okay cool. I love it. All right. So many great tips.

Rachel Miller: [00:12:51] The houses are a little close together round here.

Flori Pyke: [00:12:55] No. That's great. All right. OK so let's talk. You know obviously I mentioned to you before we kicked off I said you know I do all of our marketing over here at Business School for Mums and Beyond Brave. And you know obviously when you were introduced to us I got pretty friggin excited because I was like oh my god how has she managed to do this, like you know it is pretty compelling the success that you have had on a business front. You know and I was reading a bio on you. And I know that you've had virals featured on everything from Good Morning America to other national magazines and shows to like incredible accolades.

Rachel Miller: [00:13:41] Yeah it's insane [laughing]

Flori Pyke: [00:13:42] Yeah it really is like I imagine you must pinch yourself a bit because what you've managed to achieve let alone with the juggle is just it's truly inspirational and I think...

 

Rachel's mantra

Rachel Miller: [00:13:56] You asked earlier like what's my manifesto statement, I'm gonna say it a little earlier. Somebody told me when I was beginning my entrepreneur journey - I was like I can't do that. I have five kids or something like that. And he said yes you can. And I was like No I can't. He's like well everyone has the same number of hours in a day it's just what you are choosing to do with them. And at the time it really kind of ticked me off because the reality was like I was trying to juggle five kids, two of them were babies, like what in the world I'm like. But at the same time it's not I can't. It's I can but you know what right now I'm going to choose to have my babies instead because they're really little right now and they need mommy a lot more or I need and I can. But it would be really poor quality because I need a nap because I was up three times last night. So I can do this but right now this is something that's more important. So as soon as you do that you're saying I can, but you're making a list of objections. Now all you have to just take that list and check them off. So I can make a killer email sequence. But here's the thing I haven't slept in three days so I'm gonna to have to take a nap first. So take your nap first. Okay now killer email sequence well what does it need to be a killer e-mails sequence. I can make a killer email sequence but it's going to need to have five emails, it's going to need to have etc etc etc. So once you do the 'I cans' and then 'the buts' what you need to make that then you can just check off that list and you've now accomplished a huge task. Another tip I have is every single day take a step in the right direction. So let's say you've got the flu and your kids all have the flu. Well at least you got your e-mails checked. So every single day don't ever give yourself an excuse for a day of not taking a forward action. So something has to take a step so that you never have a backwards day you just have a going forwards day or a standing still but you're always taking a step in the right direction.

Flori Pyke: [00:15:53] Yeah I know I love it. I couldn't agree more with both of those tips and in fact when you were talking around the I can and I can't checklist idea and you know you mentioned the word choice as you know we do a lot around mindset and this is something that really sets us apart as a business school. So to hear you hone in on how fundamental that has been for you in launching your business journey your entrepreneurial journey, it just really resonates with me and I'm sure our students who are listening as well because that's so true. You know like if you don't have your mindset in check and you don't believe that you can do this it's just not going to happen.

Rachel Miller: [00:16:37] Yeah. Well it's fun to see what happens when you, it's not necessarily believing what you can have, it's more like saying I'm going to do this or what are the parts to get that.

Flori Pyke: [00:16:47] Yeah breaking it down for yourself.

Rachel Miller: [00:16:48] Exactly breaking it down. It's seeing your dream in parts.

Flori Pyke: [00:16:52] Yeah absolutely. And I love that whole approach of breaking it down I mean we do a lot with our students around goal setting. And you know something that seems daunting and overwhelming like you said you know an e-mail sequence right, we'll just break it down into chunks, set time aside that you're going to address each of those chunks and set some targets in place by when you're gonna do each of them and suddenly you know exactly. When you start breaking it down it seems so much more achievable. And like you said when you're taking at least one step everyday even if you've got the flu or what have you, you're gonna start moving in the right direction.

Rachel Miller: [00:17:29] No excuses, you are going to take one step everyday no excuses. I love that yes.

Flori Pyke: [00:17:34] Yes so I love those tips. They really really resonate with me. Now on the organic front you know I get giddy you know I'm a digital marketer, I'm like how is she doing this.

Rachel Miller: [00:17:51] It's kind of super simple but not necessarily easy but ridiculously simple if you love people and you want to serve people. So you find something, you love people, you see something in their lives that could be improved on or that they could enjoy it more. So you just help them improve that thing, you help them enjoy that thing in their life more then as you love those people and you serve them and you provide that joy in that solution for them, then little by little they find each other, they find each other around you and you collect them and continue to serve them and then sell to them. That's pretty much it. So you just, if you love people and you love your product and you know your product can help people, then you kind of have a duty to engage with the people that you can help and provide it for them. Think of it kind of like the Hippocratic Oath for doctors. I kind of feel like social media managers and digital marketers and really all business owners should take that kind of Hippocratic Oath if we really truly believe our product can make a difference in someone's life. Then we have a duty to serve our audience and give it to them and they come, they come for it.

 

Organic reach success

Flori Pyke: [00:19:03] And so what would be like you know for instance I told you I do most of our social media management. I'm sure most of our listeners you know they're in small business they're doing the same thing they're in the same seat driving their social media doing their content planning. So what's kind of the first like step that we should take from a social standpoint because I know that your organic reach success has also been something very significant particularly across Facebook where you know algorithms have been very much working against us as small business owners unless we want to pay on the platform basically. So you know say today I was going to set up my social content media plan for next week what's my step 1. Like how do I get started to make sure that the content that I put out there, that it's going to reach more people. How do I do this.

Rachel Miller: [00:19:57] I like to start by thinking how would my audience see this. How would my audience's friends see my audience through my content. So whenever someone interacts on Facebook or really any social platform, not Pinterest because it's more of a search engine, but like this goes on Instagram. This is the same on LinkedIn. When you're interacting everyone sees your interactions so you see what your friends are saying and which of your contacts are saying to each other right. So knowing that, you know that when they are interacting with your content, your content is saying a message about that person to their own audience. How can you help your reader have their best face forward, their best appearance to their friends. So how do you make them look good. How do you make them feel good and how do you make their lives better. By making their lives better I almost like to think I help them make their friends lives better because help them become the influencers of their friends. So for example if I had a messy, one of my sites is home care, home everything site like, DIY home, fix your home, clean your home, paint your home. It's all like get your house ready. And if I made a post ten ways to clean your carpets, that post, does my audience need it. Yes. We all struggle cleaning our carpets. Our carpets are all gross and grubby and we all want to have them cleaned right. But when I post that if someone tags my friend in it how does that make my friend feel, so it makes her feel kind of belittled because she's being tagged in a 10 ways to clean your carpet. So you want to think if my audience is sharing this, how do they feel. If my audience comments on this does this make them look good. If my audience engages with it, how does this edify and build them up and fill their love bucket you know. So for me for my audience. Instead of saying ten ways to clean your carpets, I could say 10 ways to get your carpets to clean themselves. Well that doesn't seem like I'm saying your carpets are dirty, I'm saying your carpets need to be able to clean themselves. Or 10 ways to have your husband do that carpet clean so you never have to clean them again.

Flori Pyke: [00:22:13] Can I have that please.

Rachel Miller: [00:22:15] I know exactly what we want. We want to be tagged in that post but we don't want to be tagged in the post that says 10 ways to clean your gross carpets. So they're the same exact piece of content you're just framing it in a different way so that your audience is built up and laughs and sees this as joyful instead of sees this as condemning to them.

Flori Pyke: [00:22:36] Yeah it's interesting. There's a couple things that really jumped out at me around what you've just, the example that you just gave, so one of them was humour and it's interesting like I know that when I look at our analytics, humour especially because of our audience being mums is such a driver for engagement and that's a question I have for you. Like is humour something that you often use in order to drive organic engagement.

Rachel Miller: [00:23:05] Oh I want to make my audience smile. So sometimes, I'm actually really bad at jokes like I can't tell jokes. I laugh all day long. I'm laughing at everything all day long but I can't like deliver a punchline like it just never works. So I'm not like a humorous, I'm not like one of the sarcastic people, when someone is being sarcastic to me I like totally fall for it like they're being real and I just don't get I don't get jokes like other people do. That's OK. Like we all have all different types. But so I do want to make them smile so some people can do that with sarcasm with jokes and some people can just find a way to make their audience smile just because there's something beautiful that they get to look at or engage with or something that makes them feel good.

Flori Pyke: [00:23:50] Yeah. Okay okay cool. And the other thing that I really liked in the example that you provided was basically how you flipped the copy and this is something that we speak to our students about so much and how fundamental copy writing is. And you just totally exemplified it by showing us how just making a small tweak on a blog article title for instance could significantly increase your readership, your sharing, your engagement, your likes, you name it.

Rachel Miller: [00:24:24] And sales.

Flori Pyke: [00:24:25] And sales. Exactly. Because you're driving traffic to your website and then from there you might get them to opt in for something and then you drive them down the funnel and so on and so forth right. So that is such a fundamental thing that I just want to like hit on for our audience who is listening because I think copy is often underestimated in terms of the impact that it has especially when we're starting out. It's something that I certainly know we didn't realise was as impactful as it is and copy is everything right. Like it's all about engaging with your audience right.

Rachel Miller: [00:25:02] Yes. And copy and the story of the copy. What story is your copy telling. So your copy could be a line of emojis on top of a gif. So think of copy as your story. And how does your story portray your audience.

Flori Pyke: [00:25:18] Yeah ok love it. And you know obviously you just mentioned you have all these different websites, you're pushing blog articles, you're pushing the socials, like so do you have a team that helps you.

Rachel Miller: [00:25:30] Oh yes.

Flori Pyke: [00:25:32] I'm just like here scratching my head being like how does this woman do this.

Rachel Miller: [00:25:36] Oh yes. I began all my business on my own and I actually every single one of my businesses I have this like awkward period when I'm trying to stop being a solopreneur and become a small business owner. So there is a point when you have one or two VA's, you're still a solopreneur because you're still doing a lot of the stuff in your business. But there gets to be a point where you have to leave your business for your business to grow. So I know it's crazy but it really is true. We are our business's weakest link sometimes because something happens to us then our business falls apart. So in all of my businesses I try to get to the point where I can duplicate myself and move myself out of the business. And there's that step between solopreneur when it's just you. And then just do you with a couple of people helping you and then to you as a team. And then to you leaving the team and letting the team continue to run your business without you. I've been able to transition one of my businesses where I'm almost completely out of it. I mean I still get into it every now and then but I've actually gotten involved in my business and they've said look here's the thing, we got this now so you need to go do something else because you're doing my job. And they're like I actually really like this, and you're messing it up so please just stop that. [both laughing]. At first I was like but it's my, never mind, no no no. Stop, this exactly why you had a team so that your team can do this for you because and when they do that for you they take ownership of that task. If you start doing it for them then that that's going to hurt their feelings and you need to stop that Rachel. So you don't hurt people's feelings you love on your people. [laughing]  And that means stop working on your job. But it's beautiful to see what happens though as you kind of go through that transition as a business owner. Each of my businesses have gone through this where I build them up and then there's a stage where I need to pull out. And so at those times I've sold, in some of those times I've just let a team completely automate or mostly automate it and yeah it's fun. I'm in that stage right now where I'm moving from the small like solopreneur small business into solidly small business with Moolah. And so it's really interesting to see that transition happen again and again. But yes I definitely have teams.

Flori Pyke: [00:27:44] Yeah no I love it. So you must have really like a kind of like a solid approach on how to scale these businesses very quickly like almost like the standard operating procedure like a formula in place because you just do it multiple times.

Rachel Miller: [00:28:04] The thing is, is how do we say it like I failed at it multiple times. So it may look like it's successful now and it is successful but it's come with a lot of a lot of hurdles to get there. So what my top advice would be was be to find somebody that you trust that can come alongside you and be your like number two and assistant. So my first one person that I brought on she started as a content writer so she was basically just writing articles for me and then I would find the photos and I would put them in and then we'd make a blog post. Little by little I stopped doing the photos because I was getting busy so she started doing it and then we realised wait a sec we should probably have emails that go out. So she started doing that. And next thing you know she's I've got too much on my plate. So I want to hire another person to start writing. Is that okay. Well sure that's great. So little by little it just kind of evolved in that same way in my second position my third jobs. Little by little the teams start to evolve. And so I was overjoyed earlier this week because my assistant in one of my businesses came to me and said here's the thing I didn't want to tell you this but I felt a little overworked lately. And so I want your permission to go and hire someone new to do this role underneath me. What do you think. What what could we pay them what would be okay. Should I take a pay cut so we can hire this person. Like no you're not taking a pay cut, inside I'm like doing this extreme happy dance, like exploding out of the seams. And I was like so did you have some in mind she's I guess actually I've already hired them. [both laughing] I don't know if she knew that I just like oh it was overwhelming because I saw that she took ownership of the task. Was like you know what, this is more than I can handle. I'm already going to start finding someone to help me with this. And so she stepped up to become kind of that business owner in a little bit over my business. And so I love seeing that. So if you'd asked me three months ago if I was in that transition phase again I would have said no. But now I see my staff underneath me are taking that ownership where they're like OK these are the tasks, these are what we need to do. This is the vision of where we're going. How can we make that happen with the broken parts. Here's the part I don't want to do anymore I'm going to find someone to do that because I'm tired of doing that part. So I loved that they stepped up and duplicated themselves. And so she started as somebody who is fixing bugs on a WordPress page. And next thing you know she is now running my company for me. And so in fact hiring people to go underneath of her she sees a need which is beautiful so yeah it's happening again. But it starts by finding that one person who can do it and is willing to learn and learn alongside you.

Flori Pyke: [00:30:49] Yeah. No we certainly I know I, as Anna will listen to this too we can certainly resonate and everything that you have just said. Absolutely it rings so true to myself and Anna too, like we're going through a similar process in terms of expanding the team and Jo our student liaison like she's really taken ownership and that word ownership. I've mentioned it a few times on the podcast but it is just so fundamental and that's where the magic happens when you have a staff member who owns it.

Rachel Miller: [00:31:24] Yes they own. So it's no longer just your business. And it will get to the point and it will hurt when your staff that own it underneath you say Okay we're done with you. Like not done with you but like you're in my role now so you need to you need to step down. And it is really beautiful and a little scary all at the same time when you realise that you've got a teenager and they're they want to drive the car by themselves now. Like what do you mean you're going to go drive the car by yourself? Like, so this means I’m not… yes you got your driver's license now. I’m out of the car? Like how does that work like OK I'm going to stand here and watch like it's a nerve wracking moment and it happens in businesses and it happens in families. Maybe that's why moms are better entrepreneurs.

Flori Pyke: [00:32:12] And not to mention I feel like multitasking is just such a like men just sorry if you're listening guys but they just can't multitask. I don't know. My husband there's a lot of room for improvement. [both laugh]

Rachel Miller: [00:32:29] I'm sure it depends on the person. But yes at the same time we've got the same age we go through with our family I feel like we also go through this with our business sometimes.

 

Viral marketing 

Flori Pyke: [00:32:36] Yeah. Oh definitely. OK cool. And what about you know I was reading a bit more about you Rachel. And I know that for you, going back to driving organic traffic both on websites and socials. One of the things that you've been very successful at doing is like viral marketing basically. So can you tell us a little bit more around that, how it starts, how to do that I mean I know...

Rachel Miller: [00:33:08] Oh I think that needs its own three week course. And I have a course like on growing engagement but essentially a viral is when one person engages with you. Two people see that they engage and they engage with you. And then two of their friends see that they left a comment that they tag that they shared. They engage someone in a group and three people from the group engage. And next thing you know as every single branch goes out your you're content just explodes. So we've had 34 students so far get their content to 10 million people.

Flori Pyke: [00:33:40] Holy, how many students of how many that you've

Rachel Miller: [00:33:43] 34 of Twenty seven hundred.

Flori Pyke: [00:33:47] Wow that's amazing.

Rachel Miller: [00:33:49] We've had three students grow their Facebook pages from zero to over a million.

Flori Pyke: [00:33:55] Organically?

Rachel Miller: [00:33:59] Organically, actually one of them paid money, one of them did ads. One of the other girls she did ads but she did six hundred eighty three dollars for those fans.

Flori Pyke: [00:34:09] And when was this. Because obviously algorithm has changed.

Rachel Miller: [00:34:12] Last year was this past year. So one of them became a million this last spring. Actually all three of them were a million this past spring. So after the algorithm change. So we've had people who've gotten to 10 million on a single piece of content since the algorithm change right now in my Facebook group. You can go in there and you can search Ursula and she's got a post right now that has over 2 million shares. That's happening right now today this exact instance.

Flori Pyke: [00:34:39] So where can we find the facebook group so we can check that out.

Rachel Miller: [00:34:43] Yeah yeah yeah. And most of my instructions on how to make something go viral is inside there. You might have to dig around for its Facebook page strategies, it's a group on Facebook. It's free, it's open to everybody. Just leave a comment so I know you're not a spammer or bot. We don't accept people who don't like fill in the answer whatever as long as you fill out the answer that's coherent, you don't have to leave me your email or anything else just come on in we help other people grow their content so that the community almost helps others grow their content. It's really beautiful to see what happens.

Flori Pyke: [00:35:17] And how many people are in that group Rachel.

Rachel Miller: [00:35:20] Twenty six thousand I think.

Flori Pyke: [00:35:22] Oh wow.

Rachel Miller: [00:35:22] I haven't checked in a little while. So I think it might be at 27 but I think it's a 26 still.

Flori Pyke: [00:35:26] Wow ok. Amazing. And I mean I'm putting you on the spot here and I completely appreciate that. You know this is like a three week course. Often when I get asked about Facebook Ads

Rachel Miller: [00:35:38] I think it's like seven or eight. But I just said three because I was pulling a number out of my head.

Flori Pyke: [00:35:42] But but you know what I'm saying. I get it's complex.

Rachel Miller: [00:35:46] I’d tell you all the things… I just don't have enough time. Well you start by talking to your audience then you put your content in a way that feeds Facebook. So right now they like videos, they want, you can use watch parties, you can use those collage posts. You put the content in a way that feeds Facebook. And then after that just sharing strategy. Facebook loves person to person interaction. So this means you will make sure you facilitate people on your page talking to other people not page to page interaction. So if you're going to share a post you're gonna share a post from a person sharing it publicly. Not from a page, you're going to have all as much person to person interaction on your page as you can.

Flori Pyke: [00:36:24] Wow. So does that mean also like you should be focusing on kind of your own personal profile or like can you do this from the business point.

Rachel Miller: [00:36:33] My personal profile interacts on my page. You still need your page for getting traffic because you need the page because that's where you're going be able to run ads. That's where you're going to do your re-targeting. From a profile. But you're going to need that person to person interaction because Facebook counts how close someone is to you by the number of interactions they have with you and the closeness of the people that they engage with that also engage with you.

Flori Pyke: [00:36:58] Right. Okay so you're posting on the business page so to speak.

Rachel Miller: [00:37:03] Yes I'd post on the business page but then I respond to my commenters as my business and as my person to answer their questions and I respond to comments and I make sure that I responded comments with a open ended question because I want them to respond back to me again. It's not that I just want to oh thank you for your comment. I want to make sure thanks. What did you think about this too. So that way they have a chance to engage with me again. So every time there's that back and forth ping pong of conversation, it causes the algorithm to say this is important to that audience.

Flori Pyke: [00:37:35] Yeah. No definitely I know recently doing a bit of a masterclass on the implications of the update to the algorithm. And that was one thing that came up a lot you know when I was doing my research around some of the updates that have happened since January and it is it's very much driven on that engagement it's almost like it gives you like a series of ticks that you get beside your name so to speak or your business based on you know how many people like, how many people share, how many people engage, how many people comment, when you comment. All this stuff so I totally agree.

Rachel Miller: [00:38:11] The cool thing is the year that Facebook has the algorithm that was so focused on comments that was the year we grew our page by 1 million organically in a year and three days. So the really cool thing is comments are back. So the people who get the most conversations on their page win. That's pretty much hands down how it's going right now so it's easy to game though.  Ask your readers lots of questions, feature your readers questions to your audience. We have a whole list, for free, inside of the Facebook group or maybe you can give them a link to the handout but it's 25 questions that any niche, any business, any page can ask their audience to instantly get conversations from them. So it's something like what was your thing that you've done this weekend that you're most proud of. What is something that for dinner would you rather have this or this. So all of those this or this questions. We have a huge list of ideas for you. So you don't have to wonder like what should I comment to get engagement on my page. Basically you got to make as much conversation as you can. The good news is it's easy because once you get people talking it's a lot back that 2013 algorithm which was just just beautiful and shivers and goosebumps that year. [Flori laughs] So yeah this looks a lot like that algorithm. So it's really fun to make that happen.

Flori Pyke: [00:39:30] Yeah awesome. And Rachel with that content that you post for instance on Facebook do you repurpose any of that content across other social platforms for your businesses.

Rachel Miller: [00:39:39] We do. We were pinning our Facebook posts that we're doing well on our long term traffic. We are pinning them. But Pinterest doesn't like that anymore so I've stopped telling people to do that. But we were for a while. You might still see me do it occasionally. Pinterest doesn't like it anymore. I'm trying not to do that as much. LinkedIn does well posting between Facebook and LinkedIn sometimes. I want to be careful crossing between platforms too much because each platform loves itself. Yeah so we want to love the platform we're on. We don't want to be you know the traitor or whatever. So we want Linkedin I want to upload native content to LinkedIn, on Facebook I want to upload native content on Facebook but both LinkedIn and Facebook interact similarly in the way that their audiences engage on content, the way the algorithm pushes stuff out. What the content even wants. They both need a video. They both want the video to be a certain length. So anyway I do the same type of content on both and I have often posted between both. Instagram similar. Instagram love stories. So those are a little bit more difficult to share between platforms and photos so I tend to sometimes I'll share between Instagram and Facebook but often I keep them separate because of the different way that people interact and then Pinterest I often will take a pin that is doing well and I'll make it go viral on Facebook so that way I can drive traffic from Facebook back to Pinterest. I used to do Pinterest to Facebook and back and forth both ways. But like I said Pinterest has having problems with that with the algorithm right now. So that's how it's that interactive circle, our audience they're not in one place. They're everywhere.

Flori Pyke: [00:41:15] They're everywhere yeh.

Rachel Miller: [00:41:15] They're on Facebook pages. They are on Facebook groups, they're in messenger chat, they're on Instagram, they're in all of those places. So we need to be in all of those places.

Flori Pyke: [00:41:24] Yeah definitely. And what about you know obviously for you to have such like insights and observations and such a clear understanding of what's working. You must be on top of your analytics very regularly is that right.

Rachel Miller: [00:41:42] I might be an analytics junkie.

Flori Pyke: [00:41:44] Yeah because I'm like sitting here thinking you know I look at my analytics every now and again but holy moly Rachel must be on it like a hot dang.

Rachel Miller: [00:41:55] Yeah I'm pretty much all the time. I didn't say I grow up but like I kind of think of the first three years I was teaching is kind of growing up so whatever just just go just run with it here. Yeah I was an economics teacher before I became a blogger.

Flori Pyke: [00:42:11] It's all kind of like now making sense - numbers and stats. OK. Yeah.

Rachel Miller: [00:42:18] Yes. So the numbers in gaming and numbers and gaming a system. So I love doing that with currency and playing like currency games with my students when as an economics teacher and I loved the economics and the statistics classes in college. But I loved them when they told stories. So essentially guys I get to do statistics with stories all day long. Life couldn't be better right. [laughing]

Flori Pyke: [00:42:42] I love that though. I mean we talk a lot around the importance of data to our students and just how fundamental it is to track everything and to deep dive into your numbers because having a clear understanding around your numbers and what's working really enables you to drive your business forward based on informed decisions. You know it's a you're not pulling a finger in the air and making a decision just because, like it is based on data. And I can see that you have done this at every turn when it comes to your social strategies, your organic web strategies, what have you. So that's pretty cool.

Rachel Miller: [00:43:18] I have a lot of fun I might geek out about numbers a little bit. So analytics are my friends.

Flori Pyke: [00:43:23] I'm pretty impressed. All right. Awesome.

Rachel Miller: [00:43:25] Thank you Flori.

Flori Pyke: [00:43:26] No no. Well thank you so much for your time today. I have like really really enjoyed chatting with you and learning more about your life. It's almost like a craft. I mean there's not a lot of people out there who do what you do. Unless I'm mistaken but I have not come across a lot of people who have achieved such incredible results from an organic standpoint. So kudos to you.

Rachel Miller: [00:43:51] I have a lot of fun with that so thank you for having me on today.

Flori Pyke: [00:43:55] No it's been awesome. Now, Rachel I know you've got I think it's like a workshop or a challenge coming up can you tell us a little bit more about it because I'm sure, well I personally would love to know where to find out more about it and I'm sure listeners would as well.

Rachel Miller: [00:44:10] Yeah. In just a couple of weeks we're opening our, we have this workshop once to two times a year, so we don't open it very often and essentially would cover how to grow your likes, how to get your leads, how to grow your fans, how to grow your sales and ultimately your audience and your impact. So it goes through those. It's like I call it the customer journey, the customer flow because you go from a like from somebody who just like indifferently like oh yeah well like that content to somebody who's like oh my word why haven't you posted. I need to know more about that is someone who's asking you where you are selling your products because it is time for me to buy one. So I love flipping the coin per se, I want to make it where my audience - I'm not going to them to sell to them - they're coming to me to buy. So I want to switch the tables on that and so I go break down that stage of the customer flow. And we literally go through the whole journey and we give you tips on each journey how to get your customer to the next stage. So how do you get likes, so you can get them to engage on your content. How do you get leads. Because liking and wanting more information are two totally different things. You might like that picture of the cute cat but you don't want cute cats in your feed all the time. The lead is someone who says I want to take that next step and I want you to pursue me right. OK. So then we've got like, leads, fans, sales impact. We go through different tactics on each stage of that journey. So if you're at the stage where you're bringing home fans well you're going to have a different tactic than you would be at the stage of sales or if you're at the stage where you just need lots of people to come in to find your product so you can begin selling to them. So yeah we talk about all of the stages in one fast workshop and it's five days long and it's free and it's a binge watch one, I don't drip it out to you you come you sit and you watch it and you can come back, but you can only come back and watch it for those four days five days.

Flori Pyke: [00:46:01] So it's got to be on the ball.

Rachel Miller: [00:46:04] Got to grab it while I have it there and yeah it's fun and it's great and I hope you guys like it.

Flori Pyke: [00:46:10] Awesome.

Rachel Miller: [00:46:11] I don't want you to like it actually. I want you to grow from it. Because liking something, learning can be a form of procrastination. I don't want you to just like it and procrastinate I want to see it transform your business. So yeah come make a difference for your business.

Flori Pyke: [00:46:25] Yeah I know that sounds really exciting and I will definitely check it out. Do you have a link yet. Or should I pop it in the show notes.

Rachel Miller: [00:46:31] Yeah. I'll give a link to you.

Flori Pyke: [00:46:33] Okay cool. So guys if you're listening go check out the show notes for the link. I know I'll be signing up so and now for all of our listeners for the show notes and where to go head over to businessschoolformums.com/podcast. If you loved this episode as much as I did because it was friggin awesome chatting with you Rachel let us know. Drop us a review. We would absolutely love to hear from you. And yeah don't forget to pop over to Rachel's free challenge. I'll post that link in the show notes and Rachel we usually share the parting thought. I know you already kind of divulged and shared a little bit around that mantra but do you want to just recap on that because I thought you know it was really good what you did what you said.

Rachel Miller: [00:47:17] I would love to. Essentially don't let yourself say I can't. Instead say I can but and make a list of what your buts are. Then just go through your list of buts and check them off because we can accomplish the things that we've set out to do. There's nothing standing in our way. But I mean there are things standing in a way in the sense that we do have kids that get up in the middle of the night, we have family obligations as moms that we we have to fulfil. But there is still a task that we can do that will take us in that right direction. So I can but and then make a list of those buts and begin checking them off because that's your task list for the week.

Flori Pyke: [00:47:57] Yeah. And also like if anyone has been able to do this and you have let that be such an anecdote and inspiration to serve us all because you've absolutely been crushing it in business with six kids in tow. I take my hat off to you. So thank you again. And to our listeners remember be brave in your business.

 

 Rachel-Miller-Mantra

 

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