Episode 71: Why Going Viral Is Overrated (& What Actually Grows Your Business on Social Media + Beyond) with Kristina Bartold

May 12

75K Followers and Cannot Sell a $15 T-Shirt: Why Community Beats Virality Every Time (with Kristina Bartold)

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What if going viral would actually hurt your business more than help it?

That is the hot take my guest Kristina Bartold brought to this conversation, and honestly, it is one of the most refreshing things I have heard in a long time.

Kristina is the founder of The Social Snippet, a social media agency that also produces podcasts. She runs the High Vibe Women community for female entrepreneurs, hosts the Community podcast, and coaches inside Lori and Chris Harder's mastermind. She built a seven-figure agency in three years, and she did it without going viral. She did it through relationships.

In this episode of Podcast Growth Tools, we dive into why chasing virality is a trap for most entrepreneurs, what actually drives revenue on social media, how to build a community that buys everything you sell, how she grew her membership from 35 stuck members to over 100 by pivoting the offer, and the real ways podcasters can promote their shows on social without burning out.

This was one of my favorite interviews I have done in a long time. If you have ever caught yourself wishing for a viral moment to change your business, this conversation is going to shift your perspective entirely.

Here's a glance to the episode:

Why Kristina refers people elsewhere when they come to her wanting virality
The story of a client with 75,000 followers who could not sell a $15 product, and what that teaches us about audience vs. community
How Kristina built a seven-figure agency in three years through relationships, not followers
Why she did over 100 free Instagram audits and how that became her secret growth strategy
The one time she went viral and why she never wants to do it again
How to build a community that is ready to buy every single time you sell something
What actually works for promoting your podcast on social media right now (banger reels, carousels, ManyChat, and more)
Why she sent one email and sold out her next event
How she grew her membership from 35 members to 100+ by pivoting the offer and doubling the price
Why you cannot outwork a bad offer and how to know when it is time to pivot
Her advice on hiring early, outsourcing your weaknesses, and building a team that is better than you
Why podcasting is the best networking tool and authority builder available to entrepreneurs

Timestamps:

04:02: How Kristina balances a seven-figure agency, a community, a podcast, and motherhood
05:05: Her first hire and why she outsourced before she was financially ready
07:00: The truth about going viral: why Kristina refers virality-seekers elsewhere
08:30: 75K followers and cannot sell a $15 product: audience vs. community
09:50: How she sent one email and sold out her event
10:30: The time she went viral and why she walked away from it
11:10: How to build a community that buys everything you sell
13:05: Why she did 100+ free Instagram audits and how it became her growth engine
14:50: The power of conversations and market research
16:20: Why getting in front of other audiences is the fastest path to growth
17:07: How she built High Vibe Women from casual dinners to 200+ person events
19:20: How long she has been podcasting and why she almost gave up
20:20: How her podcast downloads doubled after fixing her episode titles
21:45: What actually works for promoting your podcast on social media
24:40: LinkedIn, Facebook, Threads: which platforms are worth your time
27:00: How she uses speaking events and podcast episodes together for maximum impact
28:58: The story behind High Vibe Women and what makes it different
32:00: How she pivoted from a $37 membership to a community with 100+ members at double the price
34:00: Why you cannot outwork a bad offer
35:00: Closing thoughts on relationships, community, and showing up

If You're Asking These Questions, You're in the Right Place:

Is going viral actually worth it for my business?
How do I build a community on social media that actually buys from me?
What is the best way to promote my podcast on Instagram?
How do I grow my business through relationships instead of followers?
How do I know when my offer needs to change?
Is it worth being on LinkedIn, Threads, or Facebook as a podcaster?
How do I use my podcast for networking and building authority?
When should I start outsourcing and hiring help?

Why Going Viral Is Overrated (and Potentially Harmful)

Kristina does not mince words on this one. When clients come to her agency wanting virality, she refers them elsewhere. Not because she cannot help them chase it, but because she has seen what happens on the other side.

She has worked with over 250 to 300 businesses in five years. And one pattern she keeps seeing is people with very large audiences who cannot sell anything. She shared the example of multiple clients with 75,000+ followers who could not move a $15 t-shirt. The reason is simple: they have an audience, but they do not have a community. There is no relationship, no trust, no reason for people to buy.

Kristina herself went viral once. It was a video about having a clear Instagram feed, and she stood by the content. But the response was brutal. Negative comments, hate, people attacking her perspective. She walked away from it and went right back to her engaged community of people who actually buy from her.

Her take: she could have 8,000 followers for the rest of her days and be completely fine with that, as long as those people buy every time she goes to sell something. And they do. She sent one email about a brunch event and sold out more than half of the seats. A few Instagram stories later, it was completely sold out. That is the power of community over audience size.

How to Build a Community That Buys Everything You Sell

Kristina's approach to community building comes back to one thing: relationships and conversations.

When she started The Social Snippet, she had no background in running an agency. She had a master's degree in leadership and, as she puts it, no business being in business. But she did something most people skip: she had over 100 conversations with potential clients. She offered free Instagram audits, spending about 30 minutes per person, and learned exactly what her audience was struggling with.

Those conversations taught her what to build. They told her what language her audience was using, what they were confused about, what they needed. And at the end of almost every audit, people would ask how they could keep working with her.

Even more powerful, those conversations built a referral network that still sends her clients four years later. People who never became clients themselves have introduced her to others who did.

Her advice for anyone listening: you do not need to do 100 conversations. Start with 5 to 10. Get on Zoom, send voice messages on Instagram, ask real questions, and listen to the answers. This is how you build offers people actually want, content that resonates, and a community that trusts you enough to buy.

What Actually Works for Promoting Your Podcast on Social Media

Kristina shared several strategies that are working right now for promoting podcasts on Instagram and beyond.

Banger reels. These are mashup-style clips from your conversation, edited to create a little FOMO without giving everything away. Think of the Diary of a CEO style. Pair it with a ManyChat trigger so people can comment a word and get the episode link directly.

Carousels. Carousels keep people in the app, which the algorithm rewards. Pull three to five key takeaways from your episode, design a carousel, and pair it with a ManyChat trigger. Bonus: carousels are highly shareable.

Instagram Stories. Kristina admitted she under-promotes her podcast on Stories, but when she does show up and talk about an episode, it drives results. Sometimes the simplest approach works best.

Trend-based content. Find a trending format or audio and tie your podcast topic into it. This takes more creative energy, but it can introduce your show to people who would never have found it otherwise.

Threads. Kristina loves Threads for podcast promotion. She answers questions people are asking and links to her episodes as the resource. It is lower effort, feels more genuine, and has been surprisingly effective.

Speaking events paired with podcast episodes. This is a strategy worth noting. Whenever Kristina speaks at an event, she records a podcast episode on the same topic and drops it on the day of the event. That episode becomes her call to action from the stage, which drives immediate downloads and new subscribers.

Why She Doubled Her Membership Price and Got Four Times the Members

One of the most honest parts of this conversation was Kristina's story about pivoting her membership.

She had a membership called the Social Business Club. $37 per month. 35 members. For two years, they could not scale it. They were providing templates, trending sounds, weekly calls, and doing the absolute most for that price. But people were not converting at the rate they needed.

She was ready to shut it down and declare that memberships are dead.

Then her business partner Maria suggested converting it into a High Vibe Women membership. Kristina resisted at first because of the sunk cost fallacy. They had put so much work into the Social Business Club. But they made the pivot, relaunched at double the price, and now have over 100 members and growing every day.

The lesson she shared: you cannot outwork a bad offer. If people do not want what you are selling and you have tried everything, it is okay to pivot. The offer just was not a match. That does not mean memberships are dead. It means that specific membership was not the right fit for her audience at that price point.

Why Podcasting Is the Ultimate Networking and Authority Tool

Kristina has been podcasting for nearly four years. She has never missed a week. And she has had plenty of moments where she questioned whether it was worth it, especially because she likes fast results and podcasting is inherently a long game.

But here is what she has realized: her podcast provides more authority and opportunity than almost anything else she does. It gets her invited to speak on stages. It serves as a coaching resource she can send to clients. It creates relationships with guests she never would have connected with otherwise. And her downloads doubled last year after she got intentional about episode titles, which is a shift many podcasters can relate to.

Her perspective on download numbers is worth hearing. She is not chasing thousands of downloads per episode. She is focused on whether the people who listen are the right people. 40 downloads is 40 people in a room. If she sold 40 of her offer, she would feel great. That reframe changes everything about how you measure success as a podcaster.

Your Next Steps

If you want weekly insights on podcast growth, marketing strategy, and turning listeners into subscribers, join the newsletter here

Resources & Links

Connect with Kristina

Agency: The Social Snippet
Community: High Vibe Women
Podcast: Community
Instagram: @kristina.bartold

Connect with Kylee

Let’s Connect!

Share your favorite trend from this episode or ask questions by DMing me on Instagram at @thepodcastmarketinghub.

00:00.190 --> 00:03.130
Kylee Chandler: Welcome to the show. So
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Kylee Chandler: If you have ever thought
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Kylee Chandler: Ugh.
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Kylee Chandler: I wish I could go viral.
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Kylee Chandler: I want something on social to go viral.
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Kylee Chandler: It'll change my business.
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Kylee Chandler: I have a very interesting hot take for you today with my guest, Kristina Barthold.
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Kylee Chandler: So she actually runs the Social Step It, which is a social media agency, and they also produce
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Kylee Chandler: podcasts.
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Kylee Chandler: She is such, such a whiz and so knowledgeable when it comes to all this stuff.
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Kylee Chandler: And so we dove into what happens when you go viral?
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Kylee Chandler: How hard is it to go viral?
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Kylee Chandler: And she said the most interesting thing.
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Kylee Chandler: So for those of you who don't know Kristina, she is amazing.
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Kylee Chandler: I have been so excited for this interview for so long.
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Kylee Chandler: So she, like I said, she runs the Social Snippet social media agency.
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Kylee Chandler: She runs a community for women called the High Vibe Women Community.
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Kylee Chandler: And she also has a podcast called Community, which is such a phenomenal podcast.
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Kylee Chandler: Oh, and on top of it, by the way, she is also a coach in Lori and Chris Harder's Mastermind.
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Kylee Chandler: She is such a wealth of knowledge.
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Kylee Chandler: In fact, this conversation, it was so hard to pin down just one thing I wanted to talk
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Kylee Chandler: to her about because I know she's bringing to the table knowledge about social media
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Kylee Chandler: and podcasting and growing a community and networking and growing a membership and all
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Kylee Chandler: of the things.
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Kylee Chandler: So we dive into it all.
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Kylee Chandler: So not only do we talk about
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Kylee Chandler: if it really is worth it going viral.
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Kylee Chandler: She spills so much knowledge on everything else.
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Kylee Chandler: I know you're going to love this conversation.
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Kylee Chandler: She is such a wealth of knowledge.
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Kylee Chandler: And if you don't know who she is, be sure to go check her out.
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Kylee Chandler: You can find her on Instagram.
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Kylee Chandler: at Kristina.Bartold.
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Kylee Chandler: And I'll, of course, link that up.
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Kylee Chandler: But anyways, you're going to love this conversation.
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Kylee Chandler: It was one of my favorite interviews I've done in a long time.
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Kylee Chandler: And I cannot wait for you to hear it.
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Kylee Chandler: If you've ever wished you had a podcasting pro with nearly a decade of experience whispering
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Kylee Chandler: Growth Tools with me, your host, Kylie Chandler.
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Kylee Chandler: Kristina, welcome to the show.
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Kylee Chandler: I have been so excited to chat with you.
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Kristina Barthold: Oh my gosh, I'm so excited.
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Kristina Barthold: And it's always such a gift when I get to be on podcasts that I listen to.
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Kristina Barthold: So it's like so fun.
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Kristina Barthold: You're like in my ears pretty often.
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Kristina Barthold: So I'm honored to be here.
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Kylee Chandler: Wow. Well, that's a huge, huge compliment to me that I make your playlist. So thank you.
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Kylee Chandler: Okay. So we were just chatting a little bit offline and, and I was saying how,
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Kylee Chandler: I had a hard time even choosing like one angle to take this because you are such an expert
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Kylee Chandler: on so many things.
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Kylee Chandler: So we're going to dive in.
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Kylee Chandler: We're going to see where this conversation goes, but...
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Kylee Chandler: I know that all my listeners are just going to walk away with so much value.
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Kylee Chandler: So I think...
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Kylee Chandler: maybe selfishly a little bit.
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Kylee Chandler: What I wanna know, and what I think is a juicy place
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Kylee Chandler: to start is,
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Kylee Chandler: You built a seven-figure business.
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Kylee Chandler: You have a community.
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Kylee Chandler: You have an agency.
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Kylee Chandler: Not to mention you're a mama of a little one.
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Kylee Chandler: It's a lot to carry.
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Kylee Chandler: So like what is behind the scenes?
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Kylee Chandler: look like for Kristina in terms of like,
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Kylee Chandler: working and getting things done, but taking time for the family too.
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Kristina Barthold: Yeah. Well, I will say, you know, just to be honest, it's always a balance and like something
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Kristina Barthold: that I've always struggled with is like the work-life balance element of it all. Like you
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Kristina Barthold: mentioned, I'm a new mom. So we were just jamming out on that about, you know, it's really tough to
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Kristina Barthold: find the balance of,
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Kristina Barthold: being a mom when you love your work so much and you love your baby and you're trying to figure out
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Kristina Barthold: kind of all the pieces of it that's so much um but I've been really blessed in the sense of uh I've
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Kristina Barthold: always seen the vision for the social snippet which is my agency to have a team and so we've
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Kristina Barthold: always had a really high performing amazing team amazing staff people who really like I always hire
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Kristina Barthold: people who are better than me like I'm under no impression that I am the best at anything
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Kristina Barthold: I always hire smarter um sometimes cooler and funnier people than me and uh they do great work
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Kristina Barthold: So I, I have really been leaning into outsourcing over the years and, um, finding the right people
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Kristina Barthold: and even sometimes outsourcing before we were ready financially, um, knowing and really trusting
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Kristina Barthold: that we needed the help and we needed the support. Um, so that's been, that's been really kind of key.
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Kristina Barthold: And even, you know, I think we're in such an exciting age where we can leverage things like AI and
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Kristina Barthold: there's like really cool things that we're able to do that we haven't been able to do before, but I take
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Kristina Barthold: I take all the help I can get. My husband's mostly a stay at home dad, like really like lots of stuff's
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Kristina Barthold: happening behind the scenes in my like family life to make all of this possible, which I know isn't the case for all people.
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Kylee Chandler: Right. Okay. So, uh,
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Kylee Chandler: I'm curious, who is your first hire?
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Kylee Chandler: besides you and Maria.
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Yeah.
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Kylee Chandler: So you know what?
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Kylee Chandler: It's funny.
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Kylee Chandler: When we started the social snippet almost five years ago,
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Kristina Barthold: we were just a social media agency.
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Kristina Barthold: Now we do podcasts as well.
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Kristina Barthold: And we very early on,
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Kristina Barthold: were believers that we did not
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Kylee Chandler: need to do everything. Like we, we it's, it's almost like we skipped the super scrappy phase
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Kylee Chandler: where people are like, you know, you read the books, you do the thing and you're in the work.
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Kylee Chandler: And it's actually when I coach people, what I tell them to do where I'm like, you know,
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Kylee Chandler: do the thing until you can't do the thing, like move on to them, you know, build it up,
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Kylee Chandler: build it up. And so really early on, probably like a month or two into business, we hired
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Kristina Barthold: someone we knew to be a little bit of like, not like an assistant, but like to do some
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Kristina Barthold: like social media graphics. And, you know, now I think back on it, we really overpaid her for
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Kristina Barthold: work, which now I'm kind of like, we just were like desperate for the help. We had no idea,
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Kristina Barthold: like we had never worked in an agency setting. So really we built our agency from absolute like,
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Kristina Barthold: you know, vision. So which has been absolutely incredible. But I would say if for an entrepreneur
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Kristina Barthold: who's listening, when they're figuring out what to outsource, I think it's really just looking at
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Kristina Barthold: the stuff that is not your zone of genius and leaning in there and being like, okay, I know
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Kristina Barthold: that that's not where I'm best. Like,
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Kristina Barthold: For me, I'm not super type A.
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Kristina Barthold: So admin work is like actually kind of hard for me and it takes a long time to get done.
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Kristina Barthold: So like we have an amazing bookkeeping team.
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Kristina Barthold: We have like an awesome admin assistant.
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Kristina Barthold: Like I have a right hand, like all of these, all of these things have been really important.
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Kristina Barthold: So that's where I would start is like looking at what's taking up brain space.
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Kristina Barthold: And I always look at it like how much money can I make with that kind of time?
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Kristina Barthold: Like, you know, how much money can I make if I'm not spending, you know, three hours
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Kristina Barthold: trying to learn Claude myself and, you know, I have someone on my team can do it and they
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Kristina Barthold: can report back and, and, and kind of help me think differently.
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Kylee Chandler: So good. And I love that you, that's such a good point. And it's true that not only finding somebody
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Kylee Chandler: who can do that and then a report back, but then using AI is kind of like your assistant in all of
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Kylee Chandler: it is just can be such a beautiful way. And I love that we are moving more into like using AI for the
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Kylee Chandler: business aspect, not just copy and content piece, which it serves great for a few things, but, um,
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Kylee Chandler: I love that. So I'm really glad you brought up the social snippet right away because I want to
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Kylee Chandler: talk about going viral and...
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Kylee Chandler: you work with like I've done consulting and so you have people come to you and they're like I want to
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Kylee Chandler: go viral and so like how do you how do you toe the line with them and just be like this is this is the
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Kylee Chandler: route that we can go but what
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Kylee Chandler: let's see, where do I want to go with this? Like, how, how do you go viral? How realistically is it
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Kylee Chandler: to go viral? Or is it,
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Kylee Chandler: Is it even serving us to go viral?
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Kristina Barthold: Yeah, this is actually one of my hot topic issues, Kylie.
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Kristina Barthold: I don't know if you know this about me, but it's a hot topic issue because...
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Kristina Barthold: I am just such a big believer of, you know, can virality do a lot for your business? Yes. I've actually seen virality blow people's businesses up, right? Where they, an influencer uses something in the right way and then people rally around something or like I've seen, I've seen it used. It's very rare.
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Kristina Barthold: And you need to have extreme tenacity and consistency to see that.
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Kristina Barthold: Like, so it's posting multiple times a day.
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Kristina Barthold: It's testing.
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Kristina Barthold: It's getting the negative comments.
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Kristina Barthold: It's getting the hate.
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Kristina Barthold: It's doing all of those things.
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Kristina Barthold: For me, you know, we work with over 80 clients.
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Kristina Barthold: And so I've worked with probably, I would say in five years, I've probably worked with
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Kristina Barthold: 250, 300 businesses, nevermind all the people that we've coached in a number of women.
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Kristina Barthold: So I've seen people try different things on social, obviously, right?
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Kristina Barthold: And one of the things that comes to mind for me is multiple times we've had people with
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Kristina Barthold: very large audiences come to us trying to sell products.
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Kristina Barthold: Low, um...
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Kristina Barthold: what's the word I'm looking for?
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Kristina Barthold: Like product,
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Kristina Barthold: low ticket.
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Kristina Barthold: Yes.
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Kristina Barthold: I was like low income.
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Kristina Barthold: That's not what I'm looking for.
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Kristina Barthold: Um,
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Kristina Barthold: a low to him on brain over here.
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Kristina Barthold: Um,
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Kristina Barthold: a low ticket products,
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Kristina Barthold: And they're not even able to sell a $15 t-shirt.
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Kristina Barthold: Like they have 75,000 followers.
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Kristina Barthold: They can't sell a $20 product.
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Kristina Barthold: Why?
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Kristina Barthold: Because they don't have a community.
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Kristina Barthold: And so what they have is audience or they have people, but they don't actually have a community of people who are ready to buy. And I'm in the business of business. So I'm in the business of money in the bank. So for me, it's like, I actually don't care. I could have 8,000 followers for the rest of my days.
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Kristina Barthold: Should your followers grow as you're posting?
09:46.690 --> 09:48.030
Kristina Barthold: Yes, your community should grow.
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Kristina Barthold: But I don't need to have, I don't aspire for 100,000.
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Kristina Barthold: I actually just aspire to have people who buy every single time I go to sell something.
09:55.070 --> 09:58.770
Kristina Barthold: So for example, you know, with my High By Women brand, we're selling a brunch.
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Kristina Barthold: We've sent out one email that basically sold more than half of it.
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Kristina Barthold: We posted a few Instagram stories.
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Kristina Barthold: Today we're sold out.
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Kristina Barthold: How that works?
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Kristina Barthold: It's community.
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Kristina Barthold: People are buying from me.
10:08.140 --> 10:10.120
Kristina Barthold: Like, it's not about the fact that we have a massive audience.
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Kristina Barthold: It's people are waiting to buy.
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Kristina Barthold: And so I really think that, you know, I did go viral one time and we, I'll tell the story
10:17.410 --> 10:19.410
Kristina Barthold: really quickly because it's actually kind of funny, but yeah.
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Kristina Barthold: I went viral on a video that said
10:22.850 --> 10:25.030
Kristina Barthold: It was about having a very clear Instagram.
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Kristina Barthold: I still stand by it.
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Kristina Barthold: It said,
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Kristina Barthold: Um, if you are not a chef, you shouldn't have passed on your feed.
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Kristina Barthold: And the whole concept behind it was kind of like, people should know what you sell when
10:34.470 --> 10:35.470
Kristina Barthold: they go on your feed.
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Kristina Barthold: Um,
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Kristina Barthold: And people ripped me.
10:37.370 --> 10:40.250
Kristina Barthold: Like, they were like, how dare you tell me what to post?
10:40.250 --> 10:42.300
Kristina Barthold: Like, it was like way worse than that.
10:42.790 --> 10:45.590
Kristina Barthold: And I was like, oh, I'm just like not really interested in this type of life.
10:45.590 --> 10:51.530
Kristina Barthold: And I'm back to being like, you know, back to my people over here who always buy for me and who are excited.
10:51.530 --> 10:54.570
Kristina Barthold: So I think you need to have that thick skin with virality.
10:54.570 --> 10:56.550
Kristina Barthold: And I do get people who want big metrics.
10:56.550 --> 11:01.730
Kristina Barthold: And honestly, I will tell you, typically when people come to us and they're like, I want virality.
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Kristina Barthold: Yeah.
11:02.310 --> 11:03.790
Kristina Barthold: I refer them elsewhere.
11:04.320 --> 11:04.580
Yeah.
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Kylee Chandler: Oh, good for you.
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Kylee Chandler: Okay.
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Kylee Chandler: I want to dive down this rabbit hole a little bit with building a community, nurturing them,
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Kylee Chandler: I am so in agreement with you that even if you have a massive email list, but they don't buy,
11:19.690 --> 11:24.070
Kylee Chandler: what is it doing for you? So a smaller email list that's more engaged who you can send on
11:24.070 --> 11:31.450
Kylee Chandler: email and sell to is so, so valuable. And then I have my, you know, my women who are my masterminds
11:31.450 --> 11:35.810
Kylee Chandler: and my clients who are like, well, my podcast isn't hitting these numbers. And I said,
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Kylee Chandler: But if you were to sell to that smaller amount of downloads or followers, would they buy?
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Kylee Chandler: And if the answer is yes...
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Kylee Chandler: we're doing the right thing.
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Kylee Chandler: Yes, totally.
11:46.410 --> 11:49.330
Kylee Chandler: Social, podcast, news, same thing.
11:49.330 --> 11:51.010
Kylee Chandler: But what I want to know is like,
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Kylee Chandler: okay, how do we build that really juicy community? Who's like, whatever you saw, I'm here for.
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Kristina Barthold: Yeah. I think my experience of it and seeing people do it, right? Like there's just so many
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Kristina Barthold: ways, but really when I think about like the ultimate way it's building relationships with
12:07.810 --> 12:08.830
Kristina Barthold: with the people who are in your,
12:08.830 --> 12:09.650
Kristina Barthold: in your network.
12:09.650 --> 12:12.790
Kristina Barthold: And so whether that's on LinkedIn or on Instagram or on a podcast,
12:12.790 --> 12:14.950
Kristina Barthold: like the thing I love the most about podcasting,
12:14.950 --> 12:17.150
Kristina Barthold: because I imagine lots of people listening are podcasters.
12:17.150 --> 12:18.730
Kristina Barthold: Like I,
12:19.140 --> 12:21.300
Kristina Barthold: I love podcasting for the intimacy of it.
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Kristina Barthold: Like, right?
12:22.100 --> 12:25.020
Kristina Barthold: So when people come to me and they're like, I've got 40 downloads, I'm like...
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Kristina Barthold: How are those people going to be VIP for you?
12:27.300 --> 12:28.660
Kristina Barthold: Like, how do you treat those people?
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Kristina Barthold: Like, those are 40 people in a room that they paid to be there.
12:31.260 --> 12:34.640
Kristina Barthold: Like, you know, and it's, people are so like, oh, it's only 40.
12:34.640 --> 12:35.600
Kristina Barthold: Oh, it's only 80.
12:35.600 --> 12:38.340
Kristina Barthold: And I'm like, so if you sold 80 of your offer, how would you feel?
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Kristina Barthold: Like, if you sold 40 of your offer, how would you feel?
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Kristina Barthold: Probably great.
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Kristina Barthold: You're probably only looking to sell 10.
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Kristina Barthold: So that's a great opportunity.
12:44.420 --> 12:45.940
Kristina Barthold: And I even think about this with my retreats.
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Kristina Barthold: Like, I run retreats or, you know...
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Kristina Barthold: Mid ticket, I would say.
12:49.540 --> 12:53.600
Kristina Barthold: And every single time I do a podcast episode being like, here's what's happening at the
12:53.600 --> 12:53.800
Kristina Barthold: retreat.
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Kristina Barthold: Here's what happened at the last one.
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Kristina Barthold: Here are the takeaways.
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Kristina Barthold: They always sell seats.
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Kristina Barthold: Always. I can always see an uptick. Right. And so I think it's really like, when I think about how do
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Kristina Barthold: you build a community, it's really engaging with your people and having conversations and serving
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Kristina Barthold: them. And when people, when you serve them, like, you know, through a podcast or social,
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Kristina Barthold: whatever that looks like, then people are really like indebted to you and not in a manipulative
13:17.360 --> 13:21.620
Kristina Barthold: way, but in a, wow, like there are people, like I think about Chris and Lori Harder.
13:21.620 --> 13:26.260
Kristina Barthold: I coached in their mastermind. I've been in their role for a few years. The way that I got into that
13:26.260 --> 13:32.040
Kristina Barthold: was I listened to Chris's podcast and I had this mental block on running a business because I was
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Kristina Barthold: like, oh, when you have lots of money, that means you can't be generous. Like when you have lots of
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Kristina Barthold: that means like you're a different kind of person. And I was like, wow, like if I was like an entrepreneur,
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Kristina Barthold: I think I'd be someone who like love generosity. And I think I'd be somebody who really want to serve
13:45.620 --> 13:50.060
Kristina Barthold: and like, I wouldn't lose myself in that. And seeing that they didn't and seeing the way they talked
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Kristina Barthold: about it really inspired me to think differently. And so I think you have this opportunity to actually
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Kristina Barthold: really inspire people, but also encourage them and love on them and get market research from them
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Kristina Barthold: and then build your offers around these people who are part of, you know, your, your come up.
14:05.580 --> 14:10.020
Kristina Barthold: And so, I mean, tactically there's so many ways, whether that be serving them in an email,
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Kristina Barthold: serving them on a podcast, serving them with a quiz on social, like there's just so many ways you can
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Kristina Barthold: you can do it, but really what it is, is about relationship and building offers for your people.
14:19.620 --> 14:19.920
Kylee Chandler: Ugh.
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Kylee Chandler: I couldn't agree more.
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Kylee Chandler: So...
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Kylee Chandler: How do you feel?
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Kylee Chandler: that you have
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Kylee Chandler: honed in on offers that are perfect for your audience. Like what steps did you take to really
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Kylee Chandler: make sure that this is the offer that they need?
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Kristina Barthold: So many conversations, Kylie.
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Kristina Barthold: So many.
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Kristina Barthold: Like, so on the social snippet side, really the way it kind of went down was that we were
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Kristina Barthold: in a mastermind and I was like, okay, like, I don't know anything about really about entrepreneurs.
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Kristina Barthold: I know lots about social, but like, I've never sold...
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Kristina Barthold: social media. And so we run this mastermind and I did a,
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Kristina Barthold: audit on like almost a hundred people's Instagrams. Like I would go through it for
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Kristina Barthold: free half an hour. And at the end, people would always ask, they'd be like, what,
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Kristina Barthold: Oh my goodness.
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Kristina Barthold: Like I could not,
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Kristina Barthold: by the way,
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Kristina Barthold: guys listening,
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Kristina Barthold: I could not do that in this season of life.
15:06.490 --> 15:08.110
Kristina Barthold: Like that was a season where I had more time,
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Kristina Barthold: but yeah,
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Kristina Barthold: I did a hundred, I think 110 or something.
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Kristina Barthold: And I would give a bunch of feedback.
15:13.540 --> 15:15.300
Kristina Barthold: And at the end, people would always ask like,
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Kristina Barthold: how do I work with you?
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Kristina Barthold: Like, you know, how do I stay connected with you?
15:18.080 --> 15:19.620
Kristina Barthold: Like it was very positive.
15:19.780 --> 15:24.760
Kristina Barthold: And why I like really leveraged that and why I actually think that was like the secret sauce
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Kristina Barthold: was I actually was talking to my ideal clients and learning about what their woes were, right?
15:28.800 --> 15:31.740
Kristina Barthold: I was hearing them be like, you know, putting stuff on Instagram.
15:31.740 --> 15:33.880
Kristina Barthold: And I was like, none of you know at this time how to use hashtags.
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Kristina Barthold: Like, it's crazy.
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Kristina Barthold: All of you guys are using hashtags wrong.
15:36.080 --> 15:38.300
Kristina Barthold: So my resources started to come about hashtags.
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Kristina Barthold: Or at the time, like when, you know, pinned posts started, when reels were getting started,
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Kristina Barthold: these things were things people didn't really understand how to leverage.
15:45.780 --> 15:49.580
Kristina Barthold: But my social media brain and my gift was able to, you know, take that and be like,
15:49.620 --> 15:51.100
Kristina Barthold: okay, this is actually how you do it,
15:51.100 --> 15:52.940
Kristina Barthold: and this is how you do it in your context.
15:52.940 --> 15:54.520
Kristina Barthold: So I was able to really learn from them.
15:54.520 --> 15:56.520
Kristina Barthold: So I think, you know, someone listening,
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Kristina Barthold: it doesn't have to be a hundred,
15:57.450 --> 15:58.530
Kristina Barthold: it could be 10,
15:58.530 --> 15:59.270
Kristina Barthold: it can be five,
15:59.270 --> 16:02.890
Kristina Barthold: but having conversations with people and actually learning from them,
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Kristina Barthold: like what it is that they're looking for,
16:04.710 --> 16:05.370
Kristina Barthold: because it,
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Kristina Barthold: Too often, and I know you probably see this more than I do,
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Kristina Barthold: So many people, they create offers and they're for the wrong people.
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Kristina Barthold: Or like, I know somebody who...
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Kristina Barthold: She was like, it was like a time management kind of offer.
16:17.670 --> 16:21.090
Kristina Barthold: And she was like, oh my gosh, Kristina, I made this 50-page guide.
16:21.920 --> 16:25.700
Kristina Barthold: And I was like 50 page guide for someone who has trouble time management.
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Kristina Barthold: Like that's just not a, that's not a fit.
16:28.390 --> 16:32.690
Kristina Barthold: And so when we hear from the people, hey, actually it'd be really helpful if I had a
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Kristina Barthold: quick offer of like a hashtag bank at the time, or, you know, it'd be really helpful
16:37.030 --> 16:37.550
Kristina Barthold: right now.
16:37.550 --> 16:39.810
Kristina Barthold: It's like, I listened to that and I listened for podcast episodes.
16:39.810 --> 16:44.010
Kristina Barthold: And then that's a great way for me to convert my, like, you know, kind of cold audience
16:44.010 --> 16:47.330
Kristina Barthold: to warmer audience, because I'm telling them like anything they want to know.
16:47.330 --> 16:48.570
Kristina Barthold: I'm not gatekeeping anything.
16:48.570 --> 16:53.010
Kristina Barthold: So the long and short of it really is just relationships and conversations, which people
16:53.010 --> 16:55.270
Kristina Barthold: don't do enough because they're looking for quick results.
16:55.270 --> 16:57.470
Kristina Barthold: And that's unfortunately the slow way to do it.
16:57.760 --> 17:02.600
Kylee Chandler: Oh my gosh, Kristina, I just love you even more and more because these are the things
17:02.600 --> 17:03.640
Kylee Chandler: I tell my audience.
17:03.640 --> 17:06.040
Kylee Chandler: I'm like literally in my mastermind, I'm like...
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Kylee Chandler: Go out, have three to five, three to five conversations, conversations.
17:10.150 --> 17:11.530
Kylee Chandler: I'm not talking text.
17:11.530 --> 17:16.330
Kylee Chandler: I'm not talking in a conversation with chat daddy or Claude.
17:16.860 --> 17:17.290
Kylee Chandler: Like,
17:17.440 --> 17:21.940
Kylee Chandler: actual conversations get on the zoom or voice message or whatever, but we need to hear the
17:21.940 --> 17:28.660
Kylee Chandler: words they are saying. Yeah. So then we can create offers and podcast episodes and marketing material.
17:29.790 --> 17:34.170
Kylee Chandler: And it's so validating because when my clients are like, well, I did it. And oh my gosh,
17:34.170 --> 17:39.450
Kylee Chandler: like I had no idea, you know? And it's like, this is yes. Take the time. And we're not talking like
17:40.030 --> 17:45.030
Kylee Chandler: 100 conversations. I mean, if you can have the, if you have something that can give you that great,
17:45.030 --> 17:50.630
Kylee Chandler: but the other thing that I always say, and Kristina, we've DMed in on Instagram is like
17:50.630 --> 17:56.390
Kylee Chandler: the voice message on Instagram can be such a great way to get into easy dialogue with your
17:56.390 --> 18:00.630
Kylee Chandler: ideal customers without saying, let's set up a zoom, you know? So it's like,
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Kylee Chandler: Yes, everything you said.
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Kristina Barthold: And also Kylie, sorry not to blame me, but I was just going to say the other piece too is like, obviously my business, like we grew to seven figures in annual revenue in three years. And so from nothing, like I always say, I'm like, I have a master's degree in leadership. I have no reason to be in business. Like it's like, like no business being in business, but.
18:18.790 --> 18:25.530
Kristina Barthold: Why I tell you this is because we did a lot of that through relationship and a lot of those audits, what those turned into were clients.
18:26.400 --> 18:30.400
Kristina Barthold: And even more than that, what it turned into was a really incredible referral network.
18:30.400 --> 18:33.850
Kristina Barthold: And that's how our community got started was where people would be like, well, I actually
18:33.850 --> 18:34.960
Kristina Barthold: don't need social media help.
18:34.960 --> 18:38.020
Kristina Barthold: But, you know, two years later, they'll introduce me to someone else.
18:38.020 --> 18:40.720
Kristina Barthold: I still, it's been five, four years since I was in that mastermind.
18:40.720 --> 18:42.330
Kristina Barthold: I still get referrals from it.
18:42.330 --> 18:43.610
Kristina Barthold: Still, like to this day.
18:43.940 --> 18:46.560
Kristina Barthold: So you never know where these conversations can lead.
18:46.560 --> 18:49.440
Kristina Barthold: And so I'm just encouraging people to have a really open-minded heart to that.
18:49.440 --> 18:54.090
Kristina Barthold: And also just by serving people, it's always incredible what can kind of come of it.
18:54.720 --> 18:56.020
Kylee Chandler: Oh, yes, yes.
18:56.020 --> 18:59.760
Kylee Chandler: Okay, these types of conversations get me so excited
18:59.760 --> 19:04.700
Kylee Chandler: because in this day and age where we can just, you know, huddle up in our dusk,
19:04.860 --> 19:07.650
Kylee Chandler: in our own room and talk to AI.
19:07.810 --> 19:19.190
Kylee Chandler: Even when people are talking about wanting to grow their podcasts, I'm like going on other podcasts, getting in front of other communities. How can you serve other communities and just be in relationship with other entrepreneurs?
19:20.320 --> 19:27.940
Kylee Chandler: that's how we build our business. And so I am so, and you guys are, you are so amazing at that.
19:27.940 --> 19:31.580
Kristina Barthold: So thank you. Well, it's also, I think, you know, a lot of ways like
19:31.940 --> 19:34.240
Kristina Barthold: It's a learned skill and it's a muscle flex, right?
19:34.240 --> 19:37.160
Kristina Barthold: Like it's something you need to, you don't need to go to a hundred events in a year.
19:37.160 --> 19:38.140
Kristina Barthold: I did it one year.
19:38.140 --> 19:41.680
Kristina Barthold: Like it wasn't a hundred, but it was like, it must've been 70.
19:41.680 --> 19:44.200
Kristina Barthold: Like, and it was incredible.
19:44.200 --> 19:49.460
Kristina Barthold: And I learned a ton and we spent a ton of money and did our revenue doubled that year.
19:49.460 --> 19:51.680
Kristina Barthold: And like, there were some wins, but yeah.
19:51.940 --> 19:53.480
Kristina Barthold: That wasn't a sustainable way to do it.
19:53.480 --> 19:56.580
Kristina Barthold: I knew the minute that I got pregnant, I was like, I can actually never do it like that again.
19:56.580 --> 19:59.420
Kristina Barthold: And so I know motherhood in business is a different thing.
19:59.420 --> 20:03.280
Kristina Barthold: And so I really just like, yeah, find your ways of doing it and being in a relationship.
20:03.280 --> 20:05.080
Kristina Barthold: And it doesn't have to be an expensive mastermind.
20:05.080 --> 20:06.060
Kristina Barthold: It doesn't have to be anything like that.
20:06.060 --> 20:09.720
Kristina Barthold: It can be the coffee with somebody from your chamber of commerce.
20:09.720 --> 20:11.590
Kristina Barthold: And that can absolutely change your perspective.
20:11.590 --> 20:12.260
Kristina Barthold: Yeah.
20:12.640 --> 20:14.110
Kristina Barthold: Yeah, there's lots of opportunity to build community.
20:14.530 --> 20:15.010
Kylee Chandler: So good.
20:15.010 --> 20:15.570
Kylee Chandler: I love that.
20:15.570 --> 20:16.080
Kylee Chandler: Okay.
20:16.080 --> 20:17.600
Kylee Chandler: So let's talk a little bit.
20:17.600 --> 20:21.950
Kylee Chandler: So I want to talk about the podcast and some of your podcast guidance, but then I also
20:21.950 --> 20:24.070
Kylee Chandler: want to talk about your membership.
20:24.230 --> 20:25.150
Kylee Chandler: as well, high vibe.
20:25.340 --> 20:29.530
Kylee Chandler: I've had women. And so let's start with the podcast. How long have you had it? And tell
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Kylee Chandler: me about what that journey has been like for you.
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Kristina Barthold: Yeah, so I think it's coming up on four years this July.
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Kristina Barthold: And so it's been a bit of a journey.
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Kristina Barthold: And, you know, it's one of those things where...
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Kristina Barthold: It is something that would naturally,
20:43.660 --> 20:46.400
Kristina Barthold: I think naturally comes naturally to me in a sense of like talking,
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Kristina Barthold: like,
20:46.680 --> 20:49.320
Kristina Barthold: cause like I love to do it and I love to listen and I love to,
20:49.320 --> 20:50.000
Kristina Barthold: you know,
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Kristina Barthold: I ask questions and that's always been part of my personality.
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Kristina Barthold: Um,
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Kristina Barthold: But...
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Kristina Barthold: I am somebody who likes fast results with things and podcasting is one of those things
20:57.900 --> 20:58.780
Kristina Barthold: that grows over time.
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Kristina Barthold: And so that there have been many times I've never missed a week, but there have been so
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Kristina Barthold: many times where I've been like, is this like bang for my buck?
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Kristina Barthold: And really what I've realized has been how incredible it's been like one, two, three,
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Kristina Barthold: It provides like the most amount of like authority opportunity that I like always don't even realize.
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Kristina Barthold: Like I get the opportunity to speak on a lot of stages and do that kind of stuff.
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Kristina Barthold: And that feels so obvious, right?
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Kristina Barthold: Like, oh yeah, like I get to speak to a hundred people.
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Kristina Barthold: Like this is awesome.
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Kristina Barthold: Or I run two, 200 person events.
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Kristina Barthold: Like that's, people know what I do.
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Kristina Barthold: Like this is great.
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Kristina Barthold: But like that consistency, like the amount of times people tell me like I wait for this every week.
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Kristina Barthold: Like I'm like so excited to listen to this.
21:37.100 --> 21:38.750
Kristina Barthold: This has changed my perspective on something.
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Kristina Barthold: Oh my, or I use it as a resource with coaching.
21:41.360 --> 21:43.080
Kristina Barthold: Like there's just so many ways.
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Kristina Barthold: So it's been really, really incredible.
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Kristina Barthold: But I will say something that like, I just, for those of you listening, if you're like,
21:48.360 --> 21:49.670
Kristina Barthold: oh, I haven't cracked it yet.
21:49.670 --> 21:51.210
Kristina Barthold: Or like, you know, it does take time.
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Kristina Barthold: My podcast downloads doubled last year because we got really tight with our titles and stuff
21:55.590 --> 21:56.590
Kristina Barthold: like that, which was great.
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Kristina Barthold: But at the same time, like, it's like, I'm like, you know, I'm not doing thousands and
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Kristina Barthold: thousands and thousands of downloads every time.
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Kristina Barthold: Right.
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Kristina Barthold: So, um, I think there's obviously like, I see lots of room for it to continue to grow.
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Kristina Barthold: Um, but it's been just such a gift and the ultimate networking hat, which I'm sure Kylie,
22:12.330 --> 22:14.170
Kristina Barthold: you, you can appreciate as well.
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Kristina Barthold: So you get on with people who like, you maybe never would have had the opportunity to, or, um,
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Kristina Barthold: you get to have really fun conversations like this.
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Kristina Barthold: And then you have no idea where these things lead.
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Kristina Barthold: So yeah, it's been an amazing journey.
22:25.050 --> 22:25.150
Kristina Barthold: So yeah, it's been an amazing journey.
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Kylee Chandler: Oh, I couldn't agree more. I think it is such a fun way to just, and like doing podcast swaps is
22:32.000 --> 22:37.720
Kylee Chandler: such a great way to just like, again, start on Instagram with a DM chat back and forth a little
22:37.720 --> 22:41.300
Kylee Chandler: bit and be like, Hey, you want to do a podcast up? And then before you know it, now you have another
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Kylee Chandler: person that not only you get to support them and their business, but then vice versa. So I love it.
22:47.340 --> 22:49.580
Kylee Chandler: What would you say? Um,
22:49.920 --> 22:53.480
Kylee Chandler: has been some of, when somebody comes to you and they're like,
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Kylee Chandler: how do I grow my podcast? What do you tell them?
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Kylee Chandler: I'm so curious.
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Kristina Barthold: Yeah.
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Kristina Barthold: Oh my goodness.
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Kristina Barthold: I feel like I'm like Steve jobs is asking me like a question about,
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Kristina Barthold: um,
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Kylee Chandler: I know that you are brilliant at this and I have, so let's do it.
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Kristina Barthold: Yeah. So for me, it's like the, the big stuff, like how to grow a podcast. Like the first thing
23:12.490 --> 23:17.010
Kristina Barthold: for me is always guesting, like on other people's podcasts. Like I think one, it's like low hanging
23:17.010 --> 23:21.390
Kristina Barthold: fruit because you have to do like things like this, like a swap and, um, get the opportunity
23:21.390 --> 23:26.390
Kristina Barthold: to connect with somebody. And like, I have had so many of those partnerships that I've done
23:26.390 --> 23:31.390
Kristina Barthold: turn into like referral partnerships, future clients, like really cool stuff. So, um, I've
23:31.390 --> 23:35.970
Kristina Barthold: been really blessed with that and love that. So I would say, you know, guessing is number one.
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Kristina Barthold: Number two, in terms of growth, I would say promotion, which is like a basic one, but I actually feel like
23:42.010 --> 23:46.570
Kristina Barthold: people under promote their podcast. Me included, actually. The other day I was like, I don't think I've ever
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Kristina Barthold: like in the last like probably six months,
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Kristina Barthold: ever gone on a story and talked about a podcast episode being like, Hey, and I know that works
23:53.070 --> 23:57.130
Kristina Barthold: when I'm like, Hey, I actually just recorded this awesome episode with my friend Kylie. And she just
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Kristina Barthold: like, you know, spewed all the secrets about how to grow a podcast, you know, using a quiz or
24:01.310 --> 24:05.330
Kristina Barthold: whatever. Like people are like, Oh, curious. I know that stuff works. And like, I still can't
24:05.330 --> 24:09.770
Kristina Barthold: get myself to do it capacity wise, but I think, uh, we can't do it all, but yeah.
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Kristina Barthold: So I would say really like under promoting it. And I would say, you know,
24:14.080 --> 24:18.260
Kristina Barthold: moving in that direction of trying to grow it more and more, um, is having more touch points
24:18.260 --> 24:22.300
Kristina Barthold: with it. Right. Where it's like showing up in a story, you know, doing a reel, maybe you do a
24:22.300 --> 24:27.340
Kristina Barthold: carousel. Um, you do collaborative posts, you do lives, you go LinkedIn, like the threads has been
24:27.340 --> 24:32.580
Kristina Barthold: awesome for growing podcasts. I love to answer questions people have about LinkedIn, especially
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Kristina Barthold: with podcast episodes. Um, so that's been, that's been really great. And, um, it, which leads to
24:37.840 --> 24:41.740
Kristina Barthold: another way that I've used it, which is an, an encourage other people to do it, to grow your
24:41.740 --> 24:47.640
Kristina Barthold: podcast is I make a lot of my podcast topics about things that I would coach on normally or that I can
24:47.640 --> 24:52.300
Kristina Barthold: like serve my clients. So it's really easy for if someone asks me a question and maybe I have a
24:52.300 --> 24:57.980
Kristina Barthold: on like, you know, maybe the way I coach or maybe I'm not like, oh, I'm going to like spend hours and
24:57.980 --> 25:02.700
Kristina Barthold: I was DMing with this person about LinkedIn. I'm like, here's an episode, check it. And usually that
25:02.700 --> 25:07.780
Kristina Barthold: like, that can kind of scratch the itch for people. So that's always a good way to, to grow your podcast.
25:07.940 --> 25:11.620
Kristina Barthold: one, because you can literally use it as a resource, send it, get downloads from that.
25:11.620 --> 25:16.620
Kristina Barthold: But two, you know, whatever resource you're making, people are searching for.
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Kristina Barthold: And so I've gotten really tight on titles, my team has, so that this way we're like, okay,
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Kristina Barthold: would people actually ask that? Because before Kylie, all of our episodes were kind of like,
25:26.470 --> 25:27.030
Kristina Barthold: chat with me.
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Kristina Barthold: Really?
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Kylee Chandler: And like, you know, you're not alone. It's okay. Okay.
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Kylee Chandler: Can you see it?
25:34.240 --> 25:36.200
Kristina Barthold: Wait, Kylie, reverse Uno.
25:36.200 --> 25:38.000
Kristina Barthold: What do you think is the best way to grow a podcast?
25:38.470 --> 25:45.310
Kylee Chandler: Oh, I mean, honestly, it's so in alignment with what you're saying, getting in front of other
25:45.310 --> 25:50.070
Kylee Chandler: audience and it doesn't have to be on the podcast, but we know that if we go on another podcast,
25:50.070 --> 25:54.590
Kylee Chandler: it's full of podcast listeners. So they'll easily come over. But even like when I've gone and,
25:54.590 --> 25:59.630
Kylee Chandler: you know, Kathy Heller invited me to come into her community and I see a huge boost in new
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Kylee Chandler: followers and things. So just like, or, or speaking at an event, like if you, Kristina,
26:04.090 --> 26:09.170
Kylee Chandler: your speakers probably get a huge boost there. And so again, it all comes back to networking,
26:09.170 --> 26:17.730
Kylee Chandler: but SEO, I'm all about SEO. It truly is such a sweet ticket that we can be doing without too much of a lift
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Kylee Chandler: and it compounds over time. And that is why
26:21.120 --> 26:22.700
Kylee Chandler: That is why Jenna Kutcher...
26:22.910 --> 26:26.790
Kylee Chandler: can hang up her podcast and still get tons of downloads because she's got
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Kylee Chandler: thousands of episodes that have these keywords in them, these SEO. So that's what I'm always like,
26:33.410 --> 26:38.910
Kylee Chandler: hang in there. And we've gotten way better at it. People have gotten way better at titles because
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Kylee Chandler: Same thing. Moms don't want to go and be like, okay, what is the chat with Kylie about? Like,
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Kylee Chandler: I gave me the details so I know because I have 20 minutes and I don't want to be scrolling
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Kylee Chandler: through a hundred episodes to find the one I want right now kind of thing.
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Kristina Barthold: Well, even I laugh because it's like sometimes one of my podcasts will do like so well.
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Kristina Barthold: And I'll say to my, like, our manager on our team, Ben, he's the best.
27:00.190 --> 27:02.370
Kristina Barthold: But I go to Ben, I'll be like, Ben, like...
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Kristina Barthold: why did I do that?
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Kristina Barthold: Well,
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Kristina Barthold: and he's like,
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Kristina Barthold: I don't know if I accidentally click baited people with that.
27:06.150 --> 27:06.370
Kristina Barthold: Like,
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Kristina Barthold: he's like,
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Kristina Barthold: the title was just really good.
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Kristina Barthold: And I was like,
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Kristina Barthold: okay,
27:08.790 --> 27:09.670
Kristina Barthold: the content's good.
27:09.670 --> 27:10.990
Kristina Barthold: The content is good too.
27:10.990 --> 27:12.330
Kristina Barthold: But it's like,
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Kristina Barthold: it's amazing how much of a difference it makes.
27:14.530 --> 27:16.570
Kristina Barthold: And I'm even seeing two Kylie's today.
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Kristina Barthold: I actually messaged our team and I was like,
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Kristina Barthold: Why are these episodes from 2023 being downloaded?
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Kristina Barthold: Like today.
27:21.710 --> 27:25.710
Kristina Barthold: Like episodes that were recapping a business event I ran.
27:25.920 --> 27:28.600
Kristina Barthold: Like, so I'm like, someone posted this somewhere.
27:28.600 --> 27:29.780
Kristina Barthold: Someone, you know what I mean?
27:29.780 --> 27:30.320
Kristina Barthold: There's something.
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Kristina Barthold: So it's like, it's amazing.
27:32.160 --> 27:35.540
Kristina Barthold: And like, I think it's just such an amazing, an amazing hack.
27:35.540 --> 27:39.820
Kristina Barthold: And in terms of like long-term content, because we know from social, like it doesn't last long.
27:39.820 --> 27:43.620
Kristina Barthold: And even like LinkedIn lasts a little better than Instagram, but a week.
27:43.810 --> 27:47.310
Kristina Barthold: But podcasts, like, people download my podcast from years ago now still.
27:48.030 --> 28:07.430
Kylee Chandler: Oh, I love it. Okay. So here's the one area I'm not actually super great at with podcasts and promoting is on social media. So what are you seeing work? Because I know that like the pulling the clip directly from it isn't always performing the best, but what are you seeing work for your clients for you?
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Kristina Barthold: Yeah, a few things. One, I would say, one of the things I do see work pretty well is what I call
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Kristina Barthold: a banger reel. My team hates when I call it that, but I will tell you what it is, which is like a
28:18.310 --> 28:22.610
Kristina Barthold: mashup of like the conversation. That's like kind of like the diary of CEO style where you're not
28:22.610 --> 28:27.090
Kristina Barthold: doing away too much, but you're creating like a little bit of FOMO and then pairing that with like
28:27.090 --> 28:31.550
Kristina Barthold: a many chat so that people immediately can, I know people have mixed thoughts on many chats.
28:31.550 --> 28:35.930
Kristina Barthold: I also have mixed thoughts on it, but it is a great engagement tool. Like you just like can't
28:35.930 --> 28:40.670
Kristina Barthold: knock it. And it's like, I love it for being able to just get information to people quickly and get
28:40.670 --> 28:46.930
Kristina Barthold: the resources they're looking for. So that's one. The other thing I've seen work pretty well is like
28:46.930 --> 28:53.390
Kristina Barthold: carousels. So carousels are awesome because like really fundamentally, like it's keeping people in the
28:53.390 --> 28:58.970
Kristina Barthold: app. So if you pair that with a mini chat, maybe it's like, you know, I chatted with a podcast SEO expert
28:58.970 --> 29:03.610
Kristina Barthold: and here are the five things you wouldn't expect about podcast SEO. And then people could share it
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Kristina Barthold: with each other. There's some like, kind of some juice there. Something that takes some thought work that I think I'm too lazy often to do. And so I'm just gonna put that out there that if you're like, can't do it, don't worry, me neither, is actually finding trends and building your content around,
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Kristina Barthold: a trend. So, you know, if there's a trend out right now, like how can you tie your podcast
29:25.120 --> 29:30.940
Kristina Barthold: into it and then make a many chat there? So this way it's like, Oh, um, you know, instead of it's
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Kristina Barthold: like DM the word or like comment the word, whatever. And then I'll send you the link.
29:34.460 --> 29:39.500
Kristina Barthold: Um, but you're getting kind of new people kind of hooked into it. Um, but success leaves clues.
29:39.500 --> 29:44.540
Kristina Barthold: Like you have to see what works with your audience. Like for me, it's even like I email,
29:44.540 --> 29:44.840
Kristina Barthold: um,
29:45.510 --> 29:50.950
Kristina Barthold: works for my audience, like actually like in terms of sales, I would say Instagram stories work.
29:50.950 --> 29:55.730
Kristina Barthold: My clips are fine. Like, you know, I think people, it's consistency. I think people see them. I think
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Kristina Barthold: they know what to expect from them. Um, do they get watched? Yes. Probably as much as other things
30:00.810 --> 30:05.750
Kristina Barthold: know. Um, but you just have to see really what your audience responds well to and then double
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Kristina Barthold: down in those areas.
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Kylee Chandler: I love, I love it. We were just talking about this in my mastermind. Do you do, do you do anything with Facebook?
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Kristina Barthold: Like ads?
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Kylee Chandler: No, like posting it on Facebook.
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Kristina Barthold: Yes, but not probably to the extent you probably think.
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Kylee Chandler: Oh, okay.
30:23.310 --> 30:24.330
Kylee Chandler: No, that's okay.
30:24.330 --> 30:28.070
Kylee Chandler: Because we had this big conversation about like exactly as you said, like figuring out
30:28.070 --> 30:29.790
Kylee Chandler: people are like, should I be on Facebook still?
30:29.790 --> 30:32.530
Kylee Chandler: You know, again, kind of test with your audience.
30:32.530 --> 30:33.230
Kylee Chandler: You got to find out.
30:33.230 --> 30:33.910
Kylee Chandler: So anyways.
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Kylee Chandler: Yeah.
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Kristina Barthold: Honestly, even like LinkedIn, I'm actually really surprised with LinkedIn because I've
30:38.550 --> 30:40.050
Kristina Barthold: got a pretty good following over there.
30:40.050 --> 30:44.810
Kristina Barthold: I think I'm like pretty close to 10 K and we have our social snippet page and have a
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Kristina Barthold: women page and we're like posting things and there's content going out like literally 24
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Kristina Barthold: 7 and it's great.
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Kristina Barthold: I am always surprised how few people have ever said to me they found me on LinkedIn.
30:54.880 --> 30:55.780
Kristina Barthold: Right.
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Kristina Barthold: But the quality of the people that come are worth all the posting.
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Kristina Barthold: So I might get two or three clients a year from it, but they're amazing clients, so I'm not going to stop.
31:04.980 --> 31:09.020
Kristina Barthold: But then it's like, but I get better results from Instagram because it's more homey.
31:09.020 --> 31:11.080
Kristina Barthold: It's like where I'm, where it's like my kind of my home space.
31:11.080 --> 31:13.060
Kristina Barthold: So you really just have to see what works.
31:13.060 --> 31:15.100
Kristina Barthold: I don't spend any time on TikTok.
31:15.300 --> 31:17.340
Kristina Barthold: I repurpose email on my LinkedIn newsletter.
31:17.340 --> 31:19.200
Kristina Barthold: So like you can get kind of creative,
31:19.200 --> 31:22.540
Kristina Barthold: but you really just have to see where people are,
31:22.540 --> 31:23.700
Kristina Barthold: are finding you.
31:23.700 --> 31:25.000
Kristina Barthold: But I do find,
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Kristina Barthold: I do get a lot of like upticks when I do like speak at live events or I
31:29.840 --> 31:31.000
Kristina Barthold: actually do this thing,
31:31.000 --> 31:33.620
Kristina Barthold: which I might be helpful for podcasters who are listening who,
31:33.620 --> 31:35.060
Kristina Barthold: who also speak.
31:35.060 --> 31:35.420
Kristina Barthold: Um,
31:35.620 --> 31:39.160
Kristina Barthold: is I typically will record an episode about whatever it is that I talked about,
31:39.160 --> 31:40.780
Kristina Barthold: and I release it on the day it came out.
31:41.060 --> 31:42.960
Kristina Barthold: So, or at the day I'm speaking event.
31:42.960 --> 31:48.140
Kristina Barthold: So I spoke at PodFast this year about how to use live events to grow your podcast.
31:48.140 --> 31:54.280
Kristina Barthold: And I, that day, it was like a Saturday, I dropped a podcast episode and that was my call to action.
31:54.850 --> 31:57.070
Kristina Barthold: Or like, you know, or I created a freebie or whatever.
31:57.070 --> 32:00.110
Kristina Barthold: But, you know, there's lots and lots of things that you can do.
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Kristina Barthold: But I think it's really about doubling down on what works for your audience.
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Kylee Chandler: Oh, 100%. So good. Well, let's talk a little bit about
32:08.900 --> 32:10.540
Kylee Chandler: what you have to offer your audience.
32:10.540 --> 32:13.320
Kylee Chandler: And that is the high vibe women community.
32:13.320 --> 32:18.240
Kylee Chandler: So what made you guys decide that it was time to launch something like this
32:18.240 --> 32:22.040
Kylee Chandler: and what makes it stand out and different from other communities right now?
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Kristina Barthold: Yeah.
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Kristina Barthold: So it's so interesting. Obviously, not obviously, actually. I'm Canadian. I live in Canada. And so I'm like little American girl light over here because I go to the States all the time.
32:34.590 --> 32:36.850
Kristina Barthold: So we were going to the U.S. all the time to grow our business.
32:36.850 --> 32:40.270
Kristina Barthold: So we would go to events, masterminds, networking events.
32:40.270 --> 32:43.350
Kristina Barthold: I still have many networks and communities in the U.S.
32:44.000 --> 32:46.120
Kristina Barthold: And we'd come home and we'd be like, there's
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Kristina Barthold: all these incredible Canadian women,
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Kristina Barthold: None of them are gathering. We're not gathering. And so we started running these dinners. They
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Kristina Barthold: were like super low key. We always joke that we like made $9 on the first one, but like didn't
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Kristina Barthold: factor in our gas. Like, so it was like this whole thing, like it was never like a money-making
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Kristina Barthold: scheme. And we just saw the power of bringing these women together. Like it was just, they'd
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Kristina Barthold: sit down and it would be transformational. They would be doing these podcast swaps. They were
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Kristina Barthold: doing business together. They were hiring each other. People would like leave those dinners and
33:12.890 --> 33:17.570
Kristina Barthold: be like, I mean, 10 K, like it was just so normal. Like, and that's actually still the case. Like,
33:17.570 --> 33:19.570
Kristina Barthold: you know, even now. And so
33:19.750 --> 33:23.310
Kristina Barthold: We created High Vibe Women because we actually had a group of friends we called ourselves
33:23.310 --> 33:23.990
Kristina Barthold: the High Vibe Women.
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Kristina Barthold: And really the idea behind it was just like kind of this concept of feeling limitless
33:28.570 --> 33:29.070
Kristina Barthold: in business.
33:29.070 --> 33:33.250
Kristina Barthold: Like that like really anything was possible with like an amazing group of women.
33:33.250 --> 33:35.550
Kristina Barthold: And so we continued to kind of meet.
33:35.550 --> 33:36.990
Kristina Barthold: We started running larger scale events.
33:36.990 --> 33:38.570
Kristina Barthold: First one was 80, then 120.
33:38.570 --> 33:42.010
Kristina Barthold: And then now we're up to like 200, 225 twice a year.
33:42.010 --> 33:44.670
Kristina Barthold: And then we have an online community that has over 100 members.
33:44.670 --> 33:48.210
Kristina Barthold: And then we do pop-ups throughout the year at different cities, which I love.
33:48.770 --> 33:50.450
Kristina Barthold: And so it's been really amazing.
33:50.450 --> 33:52.030
Kristina Barthold: And Americans are so welcome.
33:52.030 --> 33:55.690
Kristina Barthold: We have tons of American members and people come from the U.S., which I think is the best.
33:55.690 --> 33:58.750
Kristina Barthold: And it's so funny because people will come from the U.S.
33:58.750 --> 34:01.530
Kristina Barthold: and I'm always like, you guys have so much stuff.
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Kristina Barthold: And I think that's the amazing part about it is that there is something so special about this group of women.
34:06.210 --> 34:08.770
Kristina Barthold: Like, I have two people that come from California every time.
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Kristina Barthold: Every time.
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Kristina Barthold: And I'm like, it's so far.
34:10.600 --> 34:12.420
Kristina Barthold: Like, it's okay if you have to miss one.
34:12.420 --> 34:15.440
Kristina Barthold: And they're like, no, like, they're like, this is a very special group of women.
34:15.440 --> 34:20.580
Kristina Barthold: And I think, um, very underserved, like in terms of, you know, what's possible for us
34:20.580 --> 34:23.620
Kristina Barthold: and, um, or what's like been told that's what's possible for us.
34:23.620 --> 34:26.980
Kristina Barthold: And I think there's just so much work to be done for women.
34:27.230 --> 34:30.030
Kristina Barthold: all women, but especially I think as Canadians,
34:30.030 --> 34:31.750
Kristina Barthold: is like with each other.
34:32.000 --> 34:34.160
Kristina Barthold: So, yeah, they really just came from that.
34:34.160 --> 34:35.620
Kristina Barthold: And our agency just grew so fast
34:35.620 --> 34:37.730
Kristina Barthold: by growing our network, like, in the U.S.
34:37.730 --> 34:38.620
Kristina Barthold: that we couldn't even imagine
34:38.620 --> 34:40.260
Kristina Barthold: what it would be like to pour that back in at home.
34:40.260 --> 34:42.420
Kristina Barthold: And it's been amazing to see, like,
34:42.420 --> 34:44.100
Kristina Barthold: not only the results that we've gotten from it,
34:44.100 --> 34:45.780
Kristina Barthold: because, of course, like, people come,
34:45.780 --> 34:46.640
Kristina Barthold: they want to launch a podcast,
34:46.640 --> 34:48.360
Kristina Barthold: or they have some social they want to do,
34:48.360 --> 34:49.120
Kristina Barthold: and that's been amazing.
34:49.120 --> 34:51.210
Kristina Barthold: But really, it's been the, like,
34:51.940 --> 34:53.280
Kristina Barthold: oh my God, this has changed my life.
34:53.280 --> 34:54.300
Kristina Barthold: I met my business, Bessie.
34:54.300 --> 34:56.140
Kristina Barthold: I met someone I'm doing my business with,
34:56.140 --> 34:56.920
Kristina Barthold: my new business with.
34:56.920 --> 34:58.190
Kristina Barthold: I'm like, yeah.
34:58.190 --> 35:01.300
Kristina Barthold: Like I left a toxic relationship
35:01.300 --> 35:02.540
Kristina Barthold: and I didn't know that it was toxic.
35:02.540 --> 35:04.820
Kristina Barthold: And like, just like really incredible stuff.
35:04.820 --> 35:07.340
Kristina Barthold: So yeah, there's a lot of good stuff happening.
35:07.710 --> 35:13.870
Kylee Chandler: Oh my gosh. That's so amazing. What, uh, what do you feel that the mat, the membership has taught you?
35:14.560 --> 35:18.500
Kristina Barthold: So it's interesting, and I'll share this because I don't think I've ever talked about this on a podcast before, but
35:18.980 --> 35:23.060
Kristina Barthold: We used to have another membership before that was called the Social Business Club.
35:24.100 --> 35:26.260
Kristina Barthold: We had about 35 members in it for literally two years.
35:26.260 --> 35:27.480
Kristina Barthold: Like, we could not scale this.
35:27.480 --> 35:28.960
Kristina Barthold: And I was like, I...
35:28.960 --> 35:31.260
Kristina Barthold: And the women would come to these calls and they would be like...
35:31.620 --> 35:32.140
Kristina Barthold: And it was weird.
35:32.140 --> 35:33.730
Kristina Barthold: We saw women all the time.
35:33.730 --> 35:34.980
Kristina Barthold: Like, people were not converting.
35:34.980 --> 35:38.880
Kristina Barthold: Like, we were like, don't you guys want to, like, learn social media stuff from us?
35:38.880 --> 35:40.940
Kristina Barthold: Like, we would do templates every week.
35:40.940 --> 35:42.840
Kristina Barthold: There would be, we'd send them trending sounds.
35:42.840 --> 35:45.160
Kristina Barthold: We were, like, doing the most for this $37.
35:45.160 --> 35:45.840
Kristina Barthold: Uh-huh.
35:45.840 --> 35:46.040
Kristina Barthold: Okay?
35:46.040 --> 35:48.020
Kristina Barthold: So, like, I was working for this $37.
35:48.920 --> 35:52.650
Kristina Barthold: And we were on the verge when I had my baby, we were on the verge of just kind of being like,
35:52.650 --> 35:56.530
Kristina Barthold: this is done. Like, honestly, we can't scale it. Memberships are dead. Like this is done.
35:56.530 --> 36:02.850
Kristina Barthold: And, um, we went to the spa, like my six week of, I was done after my C-section. I'm finally
36:02.850 --> 36:07.370
Kristina Barthold: allowed to go into a hot tub and we're sitting in the spa. And Maria had brought up the fact
36:07.370 --> 36:10.590
Kristina Barthold: before. She's like, what if we converted this into a high five women membership? And I was like,
36:10.590 --> 36:15.670
Kristina Barthold: no, because I had this uncan cost fallacy. Like I was like, we had put so much work into this other
36:15.670 --> 36:17.960
Kristina Barthold: membership with 35 really engaged people.
36:17.960 --> 36:20.190
Kristina Barthold: The people who came told us how incredible it was.
36:20.190 --> 36:21.440
Kristina Barthold: They were always referring people.
36:21.440 --> 36:23.710
Kristina Barthold: We had kind of like a bit of churn,
36:23.710 --> 36:24.480
Kristina Barthold: but it wasn't crazy.
36:24.480 --> 36:25.670
Kristina Barthold: We just couldn't attract new people.
36:26.460 --> 36:27.150
Kristina Barthold: And...
36:27.520 --> 36:32.040
Kristina Barthold: I was like, "Hey, I think we're doing too many things, and I think we should streamline this into a High Vibe Women membership."
36:32.040 --> 36:34.980
Kristina Barthold: And Maria was like, "Yeah, I told you that, like, literally, last year."
36:35.140 --> 36:37.420
Kristina Barthold: And we launched it and we have over a hundred members.
36:37.420 --> 36:39.230
Kristina Barthold: It's always growing every day,
36:39.230 --> 36:39.960
Kristina Barthold: which is amazing.
36:39.960 --> 36:42.900
Kristina Barthold: And what really taught me one is you can't outwork a bad offer.
36:42.900 --> 36:45.060
Kristina Barthold: Like if you don't,
36:45.350 --> 36:47.960
Kristina Barthold: Like, if people don't want what you're selling...
36:48.710 --> 36:52.370
Kristina Barthold: and you've tried the things, it's okay to be like, all right, this isn't it.
36:52.370 --> 36:55.350
Kristina Barthold: And really just pivoting and seeing what works.
36:55.350 --> 36:58.310
Kristina Barthold: And we actually relaunched it at double the price.
36:58.790 --> 37:01.110
Kristina Barthold: And have almost four times the amount of the people.
37:01.310 --> 37:04.070
Kristina Barthold: And we do way less work in it.
37:04.390 --> 37:08.070
Kristina Barthold: So it's just amazing, but it was the offer just wasn't a match for people.
37:08.070 --> 37:08.510
Kristina Barthold: Right.
37:08.510 --> 37:10.440
Kristina Barthold: Yeah, it just wasn't a match.
37:10.440 --> 37:11.870
Kristina Barthold: So that's really what it taught me.
37:11.870 --> 37:15.830
Kristina Barthold: And then the other thing what it taught me is you really get what you give in a community.
37:15.830 --> 37:17.850
Kristina Barthold: And I know this from being in my own communities.
37:17.850 --> 37:19.050
Kristina Barthold: Like, that's how I grew my business.
37:19.050 --> 37:23.440
Kristina Barthold: But seeing women who are in our community who get the most value...
37:24.000 --> 37:25.620
Kristina Barthold: It actually has nothing to do with me and Maria.
37:26.150 --> 37:27.510
Kristina Barthold: It's about showing up with calls.
37:27.510 --> 37:29.170
Kristina Barthold: It's about pouring into other people.
37:29.170 --> 37:30.770
Kristina Barthold: It's about asking questions.
37:30.770 --> 37:33.890
Kristina Barthold: It's about, you know, like I'm just seeing them get huge return.
37:34.080 --> 37:38.690
Kristina Barthold: So it's pretty incredible. That's pretty incredible. Um, but yeah, that's, that, those are kind of my highlights.
37:39.170 --> 37:40.030
Uh,
37:40.350 --> 37:45.270
Kylee Chandler: It's also great. And you know, that's, I'm so, you are so good at that. You are so good at
37:45.270 --> 37:47.550
Kylee Chandler: prioritizing relationships and, um,
37:48.000 --> 37:50.320
Kylee Chandler: I think that it's so refreshing to,
37:50.630 --> 37:53.370
Kylee Chandler: in a world that's just can be so,
37:53.670 --> 37:55.460
Kylee Chandler: like quick and
37:55.710 --> 37:59.830
Kylee Chandler: just the long-term relationships are so special, especially as female entrepreneurs. And
37:59.830 --> 38:05.480
Kylee Chandler: I feel so honored and grateful to, you know, cultivate this friendship with you and support
38:05.480 --> 38:11.190
Kylee Chandler: you and Maria and just the importance of what you are all doing in Canada and in the U S. So
38:11.190 --> 38:15.610
Kylee Chandler: thank you for being here. Thank you for sharing so much knowledge. I felt like we went in a few
38:15.610 --> 38:19.550
Kylee Chandler: different directions, but maybe I was just like selfishly wanting to know all of the things from
38:19.550 --> 38:24.850
Kylee Chandler: you, but I know my audience is going to love this. So thank you, Kristina. Where can they go to find
38:24.850 --> 38:30.370
Kylee Chandler: out more about social snippet, high vibe women, like all of your podcasts, all the things.
38:30.370 --> 38:35.550
Kristina Barthold: Yeah. Well, Kylie will be on my podcast shortly and I host the community podcast where I teach all
38:35.550 --> 38:41.710
Kristina Barthold: things like networking events, marketing, growing your business, using community and social. So love
38:41.710 --> 38:47.070
Kristina Barthold: to see over there. Any friend of Kylie's is a friend of mine. So feel free to DM me, let me know what
38:47.070 --> 38:52.350
Kristina Barthold: you're going to try or what you're going to try or if anything kind of hit for you, I would love to
38:52.350 --> 38:57.630
Kristina Barthold: here, but the best place would be on Instagram. Just come say hi. Um, I love connecting with people
38:57.630 --> 39:04.170
Kristina Barthold: like, I think there's always just so much magic and my life's been changed by listening to podcasts.
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Kristina Barthold: And so, um, whether it's this one or whatever podcast you're listening to, I think there's just so
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Kristina Barthold: I can't wait to connect with people. So can't wait to connect with people.
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Kristina Barthold: Yeah.
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Kylee Chandler: Oh, thank you so much, Kristina.
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Kristina Barthold: A pleasure.

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