Jasmine Williams is a great example of how solopreneurs wear many hats and how they need social media to work with their strengths, skills and the amount of time they have available.
Introducing Jasmine Williams
Like most writers, Jasmine started her career in journalism. After working in house for companies as a content marketer, she got the entrepreneurial itch, and decided to start her own consulting business.
Over the years, her services have evolved from social media to website copywriting for consultants or founders, and businesses who are launching or rebranding. She has also worked on longer research driven content posts and papers.
Jasmine also works part time for a digital marketing SEO agency as a content manager. This work is giving her an opportunity to learn more about SEO and gain more technical skills.
In addition to consulting, Jasmine Williams Media comprises:
A newsletter, Freelance Curious: How to build a structured, sustainable business.
A virtual co-working community for creatives: The Reach Club.
With these demanding responsibilities, Jasmine knows that it is essential to apply marketing techniques that respect her time and strengths. If marketing does not provide a return on investment, it’s a waste of time and effort.
For that reason, Jasmine Williams went viral on LinkedIn when she posted on how she is adapting the so called rules of social media. In the post she relays how the rules of social media don’t work for her needs, and why she is choosing to focus on LinkedIn, over other channels.
To quote from Jasmine’s post
“Post every day.”
(Not sustainable. Not realistic. Not happening.)
“Batch 30 days of content in a single sitting.”
(Maybe. But is that content good?)
“You need to post video for the algorithm.”
(Sure. But if I hate making videos and it takes me forever… is it worth it?)
The “aha” moment that led Jasmine to write about her preference for LinkedIn
Writing is where Jasmine feels most comfortable. Instagram for instance, with its focus on reels and video content “is a hard place to show up.”
I would just find myself frustrated trying to create content. I would spend hours trying to put an [Instagram] reel together, feel very good about and it just didn’t seem worth the effort, versus LinkedIn.
[With LinkedIn] I could write a post, and even that post going viral, was just kind of – see this post took me no time
Choosing the right social media platform also requires an alignment with your strengths, and your business focus. It is a challenge to translate writing to a visual platform. LinkedIn, which is focused on the written word, works better with Jasmine’s skills and personality.
I have a really good friend who’s a graphic designer. I have another friend who’s a florist. They excel at Instagram – their content is obviously so visual and colorful.
I’ve always kind of struggled with, how do I even talk about the writing I do?
Another reason to focus on LinkedIn? There’s no need to look perfect.
If you’re not an extrovert, or comfortable on camera, too much effort goes into “does my hair look good? Should I put on some makeup? No, wait, I think my shirt’s a little bit wrinkled. I need to fix the background or lighting.
With LinkedIn, your words speak for you. You don’t have to dress up or get camera ready for LinkedIn.
Jasmine’s tech stack for managing consulting, client work, membership and digital products
- Hub for organizing client files: Google Drive
- Project management: Asana
- CRM (used for systems, automations contracts, scheduling): Dubsado
- Community: Circle
- Marketing: Buffer (for scheduling social media posts) and Kit (email marketing)
Software with which Jasmine has experienced the most frustration
Using Dubsado meant Jasmine could replace Google forms, Calendly, several schedulers and a proposal tool. It’s also a key part of her funnel, as it’s connected to a booking calendar which then automates emails to clients.
However, some of Dubsado’s automations are not intuitive. For instance, if a client reschedules a discovery call on a certain date, it breaks the cycle of automated emails that have already been set in place. Dubsado does not have the capacity to automatically re-schedule and still send out those automated emails.
Jasmine’s LinkedIn post is available here.
As Jasmine puts it:
What marketing advice have you let go of lately?
“There’s no one-size-fits-all content plan.
There’s just the one that works for you.”
Get more information about Jasmine at: Jasmine Williams Media (JasmineWilliams.ca) and The Reach Club (https://thereach.club/)