The power of social media has been everything for my business. I have used social media to organically grow my FasciaBlaster brand into a $100 million dollar company that has seen an 8,000% growth over the last three years. Staying connected and forming relationships with my customers is something that I am very passionate about, and social media has both complimented and grown my business.
I think sometimes business owners look at social media as something they hire a team to do, but for me, it has been so much more than that. I see social media as a way to have intimate, real relationships with people who believe in me and in turn, that trickles over into added business support and growth.
When I first started the online side of my business and selling the original FasicaBlaster, every interaction was all me and it came from the heart. There were a lot of challenges; not only did I have to bring awareness about a new product but I also had to educate and inform about a new industry and a new science. Prior to the online world, I had the luxury of being at the top of the game for elite private therapy. It was easy to get my clients to believe in the FasciaBlaster because they knew me and they believed in what I did. I had to figure out how to re-create this type of trusting relationship with people that didn’t know anything about me.
I started by personally coaching each new customer and I cultivated relationships with the early adapters. For me to do this myself was crucial, because I learned so much about my buyer. And because I wanted to help them so passionately, they, in turn, wanted to help me as well as help others. The enthusiasm and the relationships became infectious and people were inspired to share the product, post their before and after pictures and share their intimate stories.
We grew our team little by little, hiring one person at a time as we grew. We didn’t know what other companies did, so we did what we believed in and achieved something really special in the process. It was so imperative to keep the relationship, the intimacy and the passion for our customers, and we did. We formed a private women’s only Facebook group which I am so honored to say is one of the largest women’s only groups on the platform. It has around 350k members, which to put in perspective can be four-five NFL stadiums full of people. Even though I am on all social media platforms and do participate in paid search and ads, the heart and soul of my success is in my private Facebook group where I continue to nurture authentic relationships with my followers and customers.
In the past, I worked with male pro athletes and celebrities so in the early days of the Facebook group, I was unaware that so many women suffer with low self-esteem and are affected by drama based social media interactions. It was shocking and it was a challenge that I knew I had to overcome. I felt compelled to not only help these women with their health, but I also wanted to be a role model for healthy thinking and healthy interactions online with women truly supporting other women. We formed a team of moderators, who politely let members know when their comments violated our high standards as well as motivators, who shared resources and their stories to lift others up when needed. Kindness is contagious and we created a sisterhood, even referring to one another as sisters in this safe, supportive environment. To this day, I personally interact in the group through live feeds, commenting, voice messaging, and simply browsing to keep a pulse on what my community needs. Even with more than a million followers and over 4,000 interactions a day, we have a 100% response rate thanks to my dedicated social media team that I have grown. My own group is where I personally go to feel amazing, inspired and motivated and to be reminded why I do what I do. I have true friendships from that group, and so do the members, and I feel deeply connected to each interaction; it’s authentic.
So, what is the power that social media can have on a business? A few highlights: When I launched my book about fascia, it became a #1 National Best Seller the night it was available for pre-sale. These women who I have established relationships with via social media bought the book for themselves and sometimes multiple copies to pay it forward. My supporters show up in every Live Feed that I do with media outlets to share their stories and bring new women to the group. They lined up 100k deep on a waiting list for a new product, breaking records and attracting media to my brand. But most importantly, I have an army of women and supporters who believe in me, my ideas and my products. I am highly invested with my sisters and they are highly invested in my brand. The value of that is immeasurable.