October 13, 2024 by Mike Manazir – (4-5 minutes)
The Brick Chronicles
Sarah Thompson, CEO of Baxter’s Bricks, stared at the latest social media report. Despite great products, their online presence was flat. “We’re delivering, Rick,” she said to COO Rick Nelson, “but online, it’s like we don’t exist.”
Rick scrolled through their Instagram feed—dull product shots, no engagement.
“We’re just shouting into the void. We aren’t set up to hear the echoes.”
“I’ve been reading Gary Vaynerchuk’s take on social media,” Sarah replied. “He says it’s not about pushing products but building relationships. We need to stop telling people to care about us and start showing them why they should.”
Rick raised an eyebrow. “Okay, so how do we get people to care about bricks?”
“We need someone who gets it—who knows how to turn strategy into action,” Sarah said, determined.
Days later, Sarah and Rick met with Emily Davis, a rising digital marketing strategist known for transforming brands through storytelling and connection. She didn’t waste time.
“You’re not just selling bricks,” Emily said. “You’re selling the foundation for homes, schools, parks. People need to feel the why behind what you do.”
Rick leaned in. “We’ve been talking at people, not with them. How do we fix it?”
Emily smiled. “We flip the script. We document the people behind the bricks, the communities you impact. It’s about telling the story, not just promoting the product.”
Emily crafted a strategy rooted in the coaching of Gary Vaynerchuk, Ann Handley, Seth Godin, and Neil Patel.
First, she embraced Vaynerchuk’s core principle: authenticity. “We’re going to show the behind-the-scenes moments — the wins, the challenges, and the real people who make Baxter’s Bricks special.”
Then, using Ann Handley’s storytelling approach, she shifted the focus. “It’s not about the bricks; it’s about the people building with them. We’ll tell stories of families creating homes and communities coming together.”
She also incorporated Seth Godin’s idea of building a tribe. “We don’t need millions of followers—we need to connect deeply with the right people. We’ll build a loyal following by engaging them in real conversations.”
Using Neil Patel’s data-driven techniques, she ensured everything was optimized for performance. “We’ll track what works and refine it until we’re hitting the right people, every time.”
Under Emily’s guidance, Baxter’s Bricks transformed. Product promotions were replaced with authentic, human-centered content. Instagram stories showed the brick-making process, videos featured Sarah talking about Baxter’s mission, and Rick was seen on-site chatting with customers.
One viral hit featured a local contractor building a community garden using Baxter’s Bricks. The video didn’t just show the product—it highlighted the neighborhood impact, making it a story people wanted to share.
Emily also pushed transparency. They posted about a batch of bricks that had to be redone, adding humor and honesty. “People relate to imperfection,” Emily explained. “It shows you care enough to get things right.”
Most importantly, Emily implemented a new focus on engagement. The team responded to every comment, question, and message quickly, sparking real conversations. Social media was no longer about posting—it was about connecting.
Within months, the difference was undeniable. Social media engagement skyrocketed, website traffic surged, and leads poured in. People weren’t just buying bricks—they felt connected to the company behind them.
Sarah smiled as she reviewed the latest numbers. “We’re not just selling products anymore,” she said to Rick. “We’re building relationships.”
Rick nodded. “Turns out people want more than just a good product—they want to know who’s behind it.”
Emily grinned. “This is just the beginning. We’ve laid the foundation—now we keep building.” Sarah looked at Rick and Emily. “Vaynerchuk, Handley, Godin—they gave us the blueprint. Emily, you built the plan.” As they wrapped up the meeting,
Sarah quoted Gary Vaynerchuk: “Content is king, but context is god.”
With Emily leading the way, Baxter’s Bricks was no longer just laying foundations—they were building a community.
“People don’t buy what you do; they buy why you do it.
And what you do simply proves what you believe.“
-Simon Sinek
Lead from your heart. Lead to Win.
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