My dear friend Phil Gerbyshak posted something on LinkedIn that got me thinking:

Get some leverage and go beyond your one-to-one to get to one-to-many.

Instead of just cold calling, do something that you can use as a lever to reach more people.

I’ve got a weekly conversation you’ll see here on LinkedIn live on video that then I share on my personal website and then goes to iTunes, Spotify and many other podcast places, with just a few clicks and about 30-60 minutes on episode.

And instead of just live in person training to stay sharp and level up, I listen to podcasts while I’m on the treadmill.

This morning I’m working out with Bill Caskey and Bryan Neale and am reminded of all the different levers I have to grow my business or that you can use to grow yours.

What levers are you taking advantage of for your business and your prospects?

I replied with this comment:

Leverage is critical, especially for very small and solo business owners. I post my videos everywhere – YouTube, LinkedIn, Facebook on my personal and business page, and on my company’s blog. I don’t know where someone will see it, and I want to get maximum impact.  

I thought it might be valuable to walk you through two specific examples of how you can get more bang for your buck (or make better use of your time spent) and cast a wider net with what you have already created.

Example 1:

As I mentioned above, I make short 3-6 minute videos a few times a month. When I make those videos, I upload them natively to Facebook (business page which I then share to my personal profile), LinkedIn personal profile, and YouTube channel.

I upload them natively on each platform because that supposedly generates more views. So far, it seems to be worth the extra time.

I also generally copy the embed code from LinkedIn and do a post here on Carol’s blog, and post them on my company’s blog.

I use the LinkedIn video embed code instead of a YouTube link because someone might want to connect with me or learn more about my background on LinkedIn.

Alternatively, I could share the link to the video from a YouTube playlist, which would allow someone to see other videos in the series easily.

That’s potentially a lot of eyeballs on one video.

Example 2:

But let’s say you prefer writing to doing video, which is totally fine. I write a lot as well.

I wrote a post about how motivation fades over time and what works better for this blog a few years ago. After several days (so web crawlers could index it), I published it as an article on LinkedIn.

For whatever reason, it never took off the way I thought it should, although the people who actually read it really liked it.

I recently became a guest contributor to Arianna Huffington’s Thrive Global community. My motivation article was still relevant, and maybe even more relevant with everyone exhausted from the pandemic. I submitted it with very minor edits and a different title to Thrive Global. After it was published on their global platform, I promoted it again and got it in front of all of my social media channels.

I also could do a little blurb about it and link to the article on this blog or my company blog – or both.

Now, as I am looking at the content in the article, I realize I could actually slice it up into short posts that I could use for social media fodder – LinkedIn feed posts, Facebook business page posts, tweets, etc. Hmmmm.

Did I get you thinking?

Content creation can become a grind for the very small business owner, but if you’re smart about it, you can leverage what you create to grow your audience and business.