The Art of Digital Marketing: Wendy Pace's Strategies for Success

[00:00:00] Welcome to the Business Chop podcast where I guest speak on meeting the challenges of entrepreneurship as well as offer tips and advice on business, marketing, technology and more.

[00:00:13] Whether you are a newbie or seasoned professional this episode is for you. I am your host Audrey Wiggins.

[00:00:23] Let's chop it up!

[00:00:25] Hello Chop Squad, it's great to have you here again and I'm going to introduce our guest today.

[00:00:38] Audrey Wiggins, I'm your host Audrey Wiggins.

[00:00:42] Welcome to the Business Chop podcast where I guest speak on meeting the challenges of entrepreneurship as well as offer tips and advice on business, marketing, technology and more.

[00:00:53] Whether you are a newbie or seasoned professional this episode is for you. I am your host Audrey Wiggins.

[00:01:01] I'm going to introduce our guest today is Wendy Pace. She's the driving force behind Pace Setting Media.

[00:01:10] She is the founder, she is a trailblazer in the road of social media management and content marketing.

[00:01:17] She has a solid background in corporate marketing. Wendy transitions seamlessly into entrepreneurship with the need to stay home with her children or roles.

[00:01:26] Over the past eight years she has cultivated an in-depth understanding of messaging and its dissemination, earning a degree in communications along the way.

[00:01:35] That's awesome Wendy.

[00:01:36] Thank you.

[00:01:37] Wendy's approach is strategic and results driven. Leveraging her expertise she's shifted from content writing to becoming a key player in social media management or SMM.

[00:01:48] Recognizing the power of SEO and keyword driven content she makes sure her clients use her as the go to for answers for what people are searching for online.

[00:02:00] Now we'll learn a little bit more about Wendy on the other side of this message.

[00:02:18] We're back with Wendy and BusinessChop Podcast.

[00:02:31] Wendy believes in thinking outside the box, understanding algorithms catering to a diverse audience.

[00:02:38] Wendy is well-versed in AI, algorithms and digital marketing with a particular focus on platforms like LinkedIn and TikTok.

[00:02:46] She strongly advocates for businesses to explore TikTok, shedding light on the importance of AI and crafting social media marketing strategies in the air of diminishing attention spans.

[00:02:58] For sure Wendy.

[00:02:59] Wendy emphasizes the significance of live videos and dynamic content.

[00:03:04] To Wendy Pay's success isn't just measured in big contracts. It's the sum of small victories that lead to significant impacts.

[00:03:12] I agree with that Wendy for sure.

[00:03:14] Pay's setting media stands as a testament to her commitment to helping businesses thrive in an ever-evolving digital landscape.

[00:03:23] Welcome Wendy to the BusinessChop.

[00:03:26] Thank you.

[00:03:27] I always like to ask about some achievements and some fun facts that maybe the rest of us might not know.

[00:03:35] And do you want to share those with us before we get started?

[00:03:38] Sure. A lot of people are surprised to know that I have actually 17 articles written for Black Enterprise Magazine.

[00:03:47] Wow.

[00:03:48] Some of them are on social media and marketing and some of them are political and interviews of some of the driving forces here in Georgia.

[00:03:58] I was interviewed by The Wall Street Journal to actually talk about making a future for my daughter, who's the whole reason that I started Pay Setting Media.

[00:04:07] Unpack that a little bit. So if you're starting it with your daughter's future in mind, that's interesting.

[00:04:12] So when my son left for college, he had been my third adult in the house. He was my responsible older child.

[00:04:23] Okay.

[00:04:24] And I was in corporate marketing, which required me to travel extensively.

[00:04:31] And so David kind of became my housewife. He, you know, took her to school. They were in high school together.

[00:04:41] So he drove her to and from school. He picked her up from her events.

[00:04:47] And the reason and there he's like, well, why didn't she just get a license? Well, Emily has epilepsy.

[00:04:53] And at that time, her epilepsy was not under control and she was not allowed to drive.

[00:04:59] She could barely get through the school date, let alone get behind the wheel of a car.

[00:05:04] So where we live is, is there's no mass transit system. So it wasn't like she could take a bus.

[00:05:12] You had to pick your kids up after school programs. There was no after school bus that would bring her home.

[00:05:19] So when he left for college, I had to work from home. There was no alternative.

[00:05:26] There had to be somebody available in case she was having a bad day to be able to go get her.

[00:05:31] And then he left. And then he was like, oh, I'm going to be a good person.

[00:05:36] Is the director of our library system. And that wasn't an option for him to just be able to drop everything and go.

[00:05:42] He had run the library. So I left my job and kind of sat around going, okay, what do I do with this?

[00:05:51] How do I, how do I turn this into something?

[00:05:56] I'm a little bit of an old family. Yeah.

[00:06:00] Yeah, right. How do I keep bringing in the income that we needed and still be a mom and a caretaker because she was always our first priority.

[00:06:09] Yes.

[00:06:11] And a friend of mine who's a director of marketing at the time said, oh, I'm going to ask for my social media.

[00:06:17] This is nine years ago. And at that time, Facebook and all of those platforms were still in their infancy.

[00:06:25] You know, they had only started six years prior, five years prior.

[00:06:29] So a lot of businesses weren't there, especially small business wasn't there.

[00:06:34] They weren't utilizing that tool to them. It was just a place to put up a picture of the cheesecake they had at lunch or, you know,

[00:06:39] the brown baby or the new puppy. It wasn't really a place where they were like, here's my product.

[00:06:44] This is what I do. So when my friend said she wanted a more robust social media presence, I was like,

[00:06:51] have another cocktail sweetheart. Nobody does that. Let an intern do that.

[00:06:54] I don't know what you're talking about. But that, that yeah, no.

[00:06:58] Why did you do that? That's crazy.

[00:07:01] Yeah.

[00:07:02] So she was like, no, no, no, that's what I want. She was like, put, you know, put her proposal together because I have to have my budget in.

[00:07:07] I was like, yeah, whatever.

[00:07:09] Yeah.

[00:07:10] I was like, okay, I'm going to have to buy a new one.

[00:07:13] I was like, wait, what?

[00:07:15] Oh, you were serious for real?

[00:07:18] I was like, okay.

[00:07:20] Yeah.

[00:07:21] Could I have like the weekend and get that to you on Monday and she was like Monday morning, 9am.

[00:07:26] I need. Okay.

[00:07:28] Here we go.

[00:07:29] So I built a website.

[00:07:32] I came up with the name.

[00:07:34] I came up with the logo and I created the slogan and I was like, and we're off.

[00:07:39] Okay.

[00:07:40] So was that all over the weekend?

[00:07:42] All over that one weekend.

[00:07:44] So from Friday to Sunday, that's what I did.

[00:07:47] And I sent off the proposal.

[00:07:49] I was like, here you go.

[00:07:52] Wow.

[00:07:53] Make me the contract and my husband and I were talking and I was like, okay, if there's one company looking for this, there's five companies looking for this.

[00:08:00] I just got to find those five.

[00:08:02] Yes.

[00:08:03] And that's how pace that immediate got started.

[00:08:05] Okay.

[00:08:06] Now, how did you come up with the name because I'm hearing in my mind pace through everything that you told me.

[00:08:12] Yes.

[00:08:13] So my married name is pace.

[00:08:18] Karlin wasn't going to work for everything.

[00:08:22] So I was like, I played around with the name.

[00:08:25] I was like, pace.

[00:08:27] Then I did some research.

[00:08:28] I was like, is there what else is out there?

[00:08:31] Well, there's pace construction and there's pace this, there's pace that.

[00:08:34] And I was like, how do I differentiate myself and pace setting, pace media, pace it just kind of stuck.

[00:08:45] Yeah.

[00:08:46] And then of course the slogan, it's a marathon, not a sprint came probably a few months later.

[00:08:55] We had pushed some other things around and setting the pace of marketing or those types of things, the obvious stuff.

[00:09:05] And then it's a marathon, not a sprint came up when I was talking to people and explaining how social media worked.

[00:09:14] Social media is your slow drip.

[00:09:18] Things don't go viral if I can make things go viral, I'd be a bazillionaire.

[00:09:22] Yes, for sure.

[00:09:24] Zuckerberg, I'd be like, yeah.

[00:09:28] But it doesn't work that way.

[00:09:30] So what people have to understand is that social media marketing is just one of the cogs in the wheel, right?

[00:09:40] That makes your marketing machine work.

[00:09:43] You need to have your print marketing, your direct mail marketing, your email marketing, your website.

[00:09:54] All of these things have to work together.

[00:09:57] But what social media does is that it brings in your SEO because everybody's like, well, I paid for SEO.

[00:10:03] Why do I have to continue paying for SEO?

[00:10:05] Because the way people search changes.

[00:10:11] And terms change.

[00:10:15] You and I both know salty didn't always mean what it's being used for today.

[00:10:20] Salty just meant you put too much salt in your food.

[00:10:23] Right, is that so?

[00:10:25] Yes.

[00:10:26] You have to think about the different ways language is used in search.

[00:10:33] So here's where being married to a librarian helped me, right?

[00:10:37] I understood when a reference question came up from hanging out in libraries for the last 30 years with him, that people ask questions and use language differently depending on where you are in the country, let alone where you are education wise.

[00:10:55] Right?

[00:10:56] Or even where you are generational as we see with thirsty and salty and all these things that I look at these young people and going, I'm sorry, thirsty is just I need a drink.

[00:11:06] Thirsty is not anything else.

[00:11:08] Don't leave thirsty alone.

[00:11:11] Leave salty alone.

[00:11:13] Right, right.

[00:11:14] Use the English language as it was intended.

[00:11:17] And there's a funny story for that I hate to sidebar, but I was working with a web developer.

[00:11:24] We were creating a website for a lawn care service.

[00:11:30] And she was 20 something and I'm not digging at the 20 somethings, but she was 20 something year old.

[00:11:37] And I said, and the whole thing was a story.

[00:11:40] We were telling a story because you're walking up the path of this house that needed help.

[00:11:46] Right?

[00:11:47] The lawn was dying and it was thirsty for water.

[00:11:51] So I in the story that I'm writing is about how the lawn was thirsty and the flowers were uncared for and all of this.

[00:11:58] And she goes thirsty is not going to work for my, you know, people are not going to understand thirsty means something else.

[00:12:06] I said, well, fortunately, you're not the demographic we're leaning towards for this service because it's out of your price range.

[00:12:13] So you're not the homeowner.

[00:12:15] You need to understand that thirsty is still thirsty for the rest of us who are going to be writing the check.

[00:12:20] So yeah, that's right perspective.

[00:12:24] Right.

[00:12:25] So we have the perspective of how the language is being used.

[00:12:28] So SEO changes based on who's doing the search, who's looking for that and what are the search terms that are relevant to them or may not be relevant to me or to you.

[00:12:40] And you're creating content like for social media marketing, you're writing things because you're blogging.

[00:12:50] You're looking at the way the content you're creating is being utilized because all of these things go into the algorithm and how Google indexes you.

[00:13:01] So in the beginning of this, you said that I make my clients the answer to the question people are searching on and that's how I do that.

[00:13:09] So I'm going to be not only about how the website works, but how people are searching for them and putting that question into Google is going to be determined the way Google indexes you.

[00:13:20] And that goes by the information in the content that you're creating.

[00:13:24] So if you're putting out relevant content and it's answering a question that's being searched on Google goes, OK, we're going to move you to the top on that one because that helps somebody.

[00:13:34] So we're trying to make sure that the content that they're utilizing for information is accurate and correct. And as we all know, that's a big problem today.

[00:13:43] So especially with AI, AI sometimes just pulls things out of thin air based on what it's read.

[00:13:50] Right.

[00:13:51] It doesn't always, it doesn't ever fact checked.

[00:13:53] And that's why you have to have a human behind AI at all times going, wait, no, that information that you pulled out that from 1914.

[00:14:03] And it's not really because it's not even on the Internet 1914.

[00:14:07] But it will sometimes get old information and utilize it and you have to always ask AI and be mindful to ask AI to give you where did you get the information from?

[00:14:20] Mm hmm.

[00:14:21] Sight your sources.

[00:14:22] Right.

[00:14:23] That's very important.

[00:14:24] That brings that that journalistic piece, you know, background in there as well.

[00:14:30] Sometimes I think as, you know, as beginners who may not really understand, you know, well, what is a keyword?

[00:14:37] Okay.

[00:14:38] As far as what their business is.

[00:14:39] And if you just want to use, you can just pull an example, you know, a client example or some other like case study and just fill it out.

[00:14:46] So I have a client that's a little complicated to sell.

[00:14:50] He sells something called an A frame that he created.

[00:14:55] He designed it, he built it and it helps refrigeration and HVAC people move those great big systems on roofs.

[00:15:06] Okay.

[00:15:07] So that is going to be very specific audience.

[00:15:12] It's going to be very niche.

[00:15:14] So when I create an audience for him on the back end of his LinkedIn, I'm looking for people that are commercial roofers.

[00:15:24] They work at Docks, ports.

[00:15:26] They're moving large equipment.

[00:15:28] They're fabricators.

[00:15:30] They're commercial or industrial air systems.

[00:15:34] These are these are the key words that I have to utilize when I'm creating the audience but also when I'm writing the content.

[00:15:43] Okay.

[00:15:44] And what that does is it allows the algorithms or the program that Google and being in all of them use to find the pertinent information that lets them know this is the content that that person just put a question in about.

[00:15:59] So for your client then if they're on Google and in the search bar, they will put in how to move a HVAC system without using a crane.

[00:16:10] Thank you.

[00:16:11] Thank you.

[00:16:12] Or how to use.

[00:16:13] I'm sorry to hear.

[00:16:14] Yeah.

[00:16:15] Cheapest way to move HVAC without renting a helicopter.

[00:16:18] Okay.

[00:16:19] You know, that kind of deal.

[00:16:22] That's how the A-frame should come up.

[00:16:24] Okay.

[00:16:25] Right.

[00:16:26] Because they wouldn't necessarily, would they know that it's an A-frame?

[00:16:29] They're like.

[00:16:30] Right.

[00:16:31] No, they wouldn't know that because that's the name of his product.

[00:16:32] Okay.

[00:16:33] Okay.

[00:16:34] So what I have to do is create that content constantly putting it out there so that it gets to the point where you're going to be able to create that content constantly putting it out there.

[00:16:41] It gets to the point where Google goes move HVAC system or move multiple HVAC systems affordably.

[00:16:49] So you're looking at words like affordably, cheap, convenient, easy, you know, brainless.

[00:16:58] And you have to constantly think of these words.

[00:17:01] So it's almost like a word game in a way where you're going, okay, how many different ways could I say the same thing?

[00:17:10] Right.

[00:17:11] And so this content is not necessarily just an ad but it's also what's on the homepage or the about page or whatever product page on the person's website or their social media.

[00:17:22] Exactly.

[00:17:23] And there's a minimum amount of words that you need to have on a page to make it searchable.

[00:17:28] It's like 300, 350.

[00:17:30] It is the minimum amount of words that you can have on a page.

[00:17:33] If you have anything less than that, it's not going to work.

[00:17:35] The page is not going to get you traffic.

[00:17:38] Knock out your competition with all together marketing.

[00:17:42] We elevate your brand.

[00:17:43] Take a stance with your business name, logo, the tagline, your colors, even the funds for your business.

[00:17:50] And then jab left with your website.

[00:17:53] Jab right with core values.

[00:17:55] Back up with product experience and bring it on with you.

[00:18:00] Visit alltogether.biz and let us help you create a knockout brand.

[00:18:06] And can you talk a little bit too maybe about like, aut tags and we have photographs or images, any kind of graphic on our website that needs to be in a format that's searchable as well.

[00:18:17] Right.

[00:18:18] So when you're bringing in a file with an image, you want to make sure that it is named correctly.

[00:18:26] It's not just photo three.

[00:18:29] You know, it's got to be a frame photo to back end or you know, alternative a frame.com this, you know what all the things that you need in the, the meta tag so that it's searchable.

[00:18:48] Yes.

[00:18:49] Or fix my HVAC.

[00:18:53] You know, for my, let's see, I have some pain management company.

[00:19:02] So it might be back pain sciatic running down my leg can't feel my knee.

[00:19:12] And there are ways to tag an image through coding so that you don't have to have all those words and it still utilizes it.

[00:19:22] That's the important part when you're talking about putting a website together, you know, there's all the word about user friendly user experience, you know that but it's also what's what's going on, you know behind the scenes there that we really don't see or pick up as a visitor to a website and

[00:19:39] people really so that that's important to you know to get that cross you've mentioned like meta tags and things like that.

[00:19:46] So a lot of people will go on Wix and they'll sign up for the SEO program and they don't know what they're signing up for or they don't understand so they don't know how to tweak it because they're going to use basic language.

[00:19:58] You as the professional for your website, you're going to know their more terms than what they've generated.

[00:20:07] You also have to realize some of these easy websites build your site free blah blah blah they're European based.

[00:20:16] So they don't always have all the SEO verbiage that you would have to put in yourself.

[00:20:24] Yes, to create a website that's actually going to convert.

[00:20:28] And those are those key words that you and those are those keywords right and you need to understand that there's funnels and there's landing pages.

[00:20:36] And you know there's offers and call to actions and this is why I always recommend please use a web developer.

[00:20:45] Don't use, you know, Uncle Jeffrey who kind of dabbles with Wix and he made a website.

[00:20:53] Yeah looks great.

[00:20:54] Yeah, most a lot of times they do look good but I look good door that's that red door but when you know what's behind it.

[00:21:01] Yeah, cousin boo boo doesn't always know what you know.

[00:21:09] You have to bring boo boo up.

[00:21:12] My cousin.

[00:21:18] This real planet dozens here.

[00:21:26] No sense to boo boo but that is computer degree.

[00:21:31] Exactly and that's why we do have to pace ourselves when we're you know we're getting started or even if we're we're restarting or relaunching a website you know perhaps we did put up that quick one you know just to get started but now is really time to, you know, get offline and not to line I don't mean it like that way

[00:21:50] but you know publishing a new site behind the scenes you know so we can actually you know build some momentum and get to where we want.

[00:21:58] I started on Wix so you know I'm not throwing shade at Wix I started on that website that had to be created in a weekend was a Wix website.

[00:22:07] And it served its purpose right.

[00:22:09] It did it got me out there and the whole purpose of it was I'm going to make this business card, and I have to have some place for people to go and look.

[00:22:18] That's right.

[00:22:19] Now my website is a whole.

[00:22:21] I mean, it looks nothing like what I started with.

[00:22:25] I'm going to be a third iteration.

[00:22:27] It's probably going to be ready for a fourth, you know, right time to change it up because it's been a couple of years.

[00:22:33] Oh, absolutely.

[00:22:34] Yeah, because I've got one behind the scenes now working on a redesign and and that's another thing too we can't be shy or or not really shy but you know fearful of changing, you know changing the look even a redesign of a logo and then that just gives us an opportunity

[00:22:50] to you know to have something to promote as well too.

[00:22:53] Drive that new traffic and bring back maybe some of the old traffic to our site.

[00:22:57] Right I'm on logo three.

[00:22:59] Upside here.

[00:23:03] A few more years it might be time for it.

[00:23:06] It might not even look like what it started, you know where it is so.

[00:23:10] You know, and that's okay may change your colors and I think that comes from really just you know growing up in, you know as a business owner or entrepreneur really understanding all of those things so we start as a baby and a toddler and you know the more we do it the more

[00:23:27] people would network and you don't meet people like you and learn go to the webinars and workshops and things.

[00:23:34] And then we can we can make those changes.

[00:23:37] So make sure you shouldn't be afraid to change. Yes, you keep what works, but don't be afraid to throw out what didn't work. Don't double down on it.

[00:23:46] If it's not working if it's not making you money.

[00:23:49] Stop wasting your time.

[00:23:51] Yep. That's right. That's right.

[00:23:54] Let's just a little bit when because you're talking about and one of your, your, you know, little unknown things that you believe AI and tick tock aren't just for the young and that we really need to and I don't know.

[00:24:06] I just tick tocks in the news we don't necessarily have to, you know, to go there but the difference platforms that we need to perhaps, you know, get involved in and I think tick tock is is good and I don't think it's necessarily niche specific.

[00:24:22] Well, it used to be. I mean, when it first came up, it was, you know, do that and all of that stuff and how to put makeup on and it's still all of that.

[00:24:33] But it's also a great platform to talk about your why.

[00:24:42] It's a great way to reach out and to create and I think.

[00:24:48] Yes, you can do that on YouTube but YouTube the different audience each one of these Instagram YouTube tick tock LinkedIn Twitter thread.

[00:24:58] They're all a slice of society there and it's generational.

[00:25:06] It's not just it used to be tick tock was it used to just be age specific right it was like Gen X was on Instagram and the kids were on tick tock and my mother's on my mother's on Facebook I was like who put my mother on Facebook.

[00:25:23] You know, she has no business.

[00:25:29] And then you have the business community that's LinkedIn right so LinkedIn is where you're your, you're a thought leader it's where you show your expertise it's where you talk about your it's more product specific and personal brand.

[00:25:45] Facebook I tell everybody that's your warm fuzzy that's where you're celebrating your secretaries, you know, having a baby and you gave her a baby shower and your company did this charity event or that charity event.

[00:25:59] And tick tock YouTube and Instagram are now more about the reels it's more about the videos and we are a voyeuristic society we like to see behind the scenes we want to see how the sausage is made.

[00:26:15] We want to know how.

[00:26:18] I probably wouldn't eat it.

[00:26:22] We want to know how things are done and by showing your processes, whether it's using a tick tock 10, you know, little 10 minute clip or a YouTube long format video.

[00:26:36] These are all important aspects because you're getting different parts of sectors of the community that is interested in your service.

[00:26:46] So whether it's I call tick tocks my goldfish app because we have like less attention span than a goldfish these days.

[00:26:57] Not only do you have to create that video, you got to put it in there 1500 times so that it keeps coming up in the feed.

[00:27:04] So that the first five times they've passed you by that six time they might go yeah, I'm in the mood to see this now.

[00:27:11] Okay, because that's the other thing it's the meta messaging you have to catch people when they're at the moment they're ready to hear your message.

[00:27:19] So if you don't constantly put it out there, you're never going to catch them if you do it one and done or you put out one a day.

[00:27:25] It's not going to work.

[00:27:26] Think about if you're in Instagram or you're in tick tock.

[00:27:30] How many times do you see the same song before you stop and listen to it?

[00:27:36] Because you're right.

[00:27:37] We're just doing this.

[00:27:38] Yeah, because you're just doing this until they hit you at the right moment where you go, okay, I've seen this 16 times.

[00:27:45] Let me stop and see what this is about.

[00:27:47] It's the same thing with your product.

[00:27:49] You've got to constantly, constantly put it out there in different ways.

[00:27:53] I don't know how many times I heard the same song five times she was in the kitchen, she was in the car, she was in a garage.

[00:28:00] She and I thought her voice was great but I didn't download the song until I heard it for the 17th time.

[00:28:06] Because now it's stuck in my head.

[00:28:09] Exactly, exactly.

[00:28:11] And you're singing it all with is like oh my god.

[00:28:13] It's like okay now it's going to be on my Spotify.

[00:28:15] Here we go.

[00:28:16] Yep, you're out.

[00:28:18] Exactly.

[00:28:19] Wendy this has been fun and how can we get in touch with you?

[00:28:24] Well I'm on LinkedIn, I'm on Facebook.

[00:28:28] Go to PaySetting Media and you'll find me there.

[00:28:32] I'm on TikTok.

[00:28:34] Okay.

[00:28:35] So it's Wendy at PaySettingMedia.com.

[00:28:38] You got me an email.

[00:28:40] It's the best way to get a hold of me.

[00:28:42] Yes, awesome, awesome.

[00:28:43] There's your nugget you want to leave with us before we end our time today.

[00:28:47] Don't be shy and don't let your perfectionism get in your way.

[00:28:51] Don't ever let anybody talk you into buying keywords.

[00:28:54] Do your own search.

[00:28:56] The first five terms that come up on a Google search will let you know how people are looking for that.

[00:29:01] And then you go from there and then with your own experience think about how people ask you for this service.

[00:29:08] Thank you, that was amazing.

[00:29:10] Thank you for having me.

[00:29:12] Absolutely.

[00:29:13] In the CHOP Squad, I hope you gleaned from Wendy's conversation today.

[00:29:17] She dropped tons of information so just please do listen and go back and listen again and get in touch with her at PaySetting.

[00:29:28] Thank you for listening to The Business Shop.

[00:29:31] We hope that you were able to glean valuable information from our guests and that you will download and share the podcast.

[00:29:37] Your rating and review is much appreciated.

[00:29:40] To go deeper with our guests, please visit their website and social channels.

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