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Authentic Online Marketing with Ruthie Gray
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Ep. 38: Generate Instagram revenue by driving traffic to your website with Suzy Goodwin

In this episode, I spoke with Suzy Goodwin on how to generate Instagram revenue by driving traffic to your website. Suzy is a 100 mile ultra marathoner, former Guinness World Record holder, triplet mom, and podcaster.  Her podcast, called “Run, Lift, Mom” provides quick bites of training advice and interviews with subject matter experts, and she is today’s Instagram Expert for our series on Instagram monetization!  We will hear from Suzy on how she uses organic marketing to drive traffic to her podcast from Instagram, her thoughts on Strategic Quitting (for those of us who like to do #allthethings), and, of course, Instagram monetization.

*This episode contains either affiliate links or links to my products. Should you choose to purchase, the show will go on! Woo hoo!

Click below for shownotes.

Suzy Goodwin’s Zone of Genius (Click below)

Follow Suzy on Instagram @runliftmompod
Listen to the Run Lift Mom Podcast here.
https://runliftmompod.com/

Resources Cited:

The Dip, by Seth Godin

https://amzn.to/3aOJONv

Delivering Value on Instagram


Ruthie: You and I have a couple things in common – one is our faith in Jesus (one of the first things you said to me was that your ultimate goal is to honor God).  This makes my soul sing!  The other thing we have in common is that I’m a former runner myself.  Not near to the extent of your accomplishments, but I used to run 3 miles a day and even ran and placed in a few 5K’s and a 10K!  Speak to these two passions for just a moment, just on the personal side, and if you have a favorite verse, share that with us too!

Suzy: Running is a large part of my identity (I’ve got a goal to run a marathon in each of the 50 states, 47 down) but it can also be an idol (and a world that praises fitness is not helpful). I struggle with that! That’s why my favorite verse is 1 Timothy 4:8 for while bodily training is of some value, godliness is of value in every way, as it holds promise for the present life and also for the life to come. 

Growing a True Audience to Generate Instagram Revenue

R: You have a nice sized following on Instagram.  Obviously we know it takes many moving parts to grow a successful IG account, but what would you say you did first to get the wheels in motion?

S: Consistency. I practiced the Gary Vee 1.80 strategy religiously for 6 months. Something most entrepreneurs don’t think about when they see large accounts (& mine isn’t huge but I started from zero in July 2018 & i’m not famous or anything) is that they convert less. I noticed my sales going down as my account grew and I can only conclude it made me less relatable (“she’s not a real person”).

Sure, it’s nice to have a link to swipe up to but I want listeners out there with that goal of 10K to understand a new challenge to problem solve around will arise! 

Strategic Quitting


R: Do you have one specific goal for your account, like the podcast, or do you diversify?  If so, how much traffic would you say goes to your shop from IG as compared to, say, your shop or resulting affiliate sales?

S: Podcast is my focus, period. I’ve monetized it with guest partnerships, advertising, and affiliate marketing. I want people listening, not on IG. IG is a funnel. If it disappeared tomorrow I would have to find a new primary marketing strategy, but I would be fine. My business lives elsewhere. 

R: Let’s talk about “Strategic Quitting”.  I love that term, did you come up with that?  Obviously most women growing a platform on IG are seeking to drive traffic to a book, podcast, blog, or product to generate Instagram revenue.  Thus, we cannot do all the things!  Tell us how you sort through this idea and share with the folks how we can do this too!

S: The grass is greener where you water it. I started in direct selling (activewear) and created the podcast as a way to engage my customers and prospects without a private VIP group (nothing wrong with those, I just don’t like Facebook!).

Never in 1 million years did I think people outside my inner circle would listen to it, but here I am 2 1/2 years later with 100,000 downloads and a revenue stream from the show itself. I did both for awhile, but ultimately stopped selling activewear because even though I could do both that is a time aggressive business and it didn’t allow me to “water the podcast” (I can expand here, of course! This is the short version).

If you like this concept, read the book “The Dip” by Seth Godin. 

Organic Marketing to Generate Instagram Revenue

R: Let’s talk about organic marketing to generate Instagram revenue – one of the first things you said to me in our correspondence about the podcast was, “I grew an audience on IG before launching the show and I’m pretty certain I have a lot more downloads than anyone my size has business with– I focus a LOT on marketing the show organically.” 

Take us through the steps you use to do this!

S: I went hard in the paint on interviews my first year of the podcast. In fact, I’ve done 116 to date (160 total episodes).

This was purposeful because I wanted others to share my show. Now, it’s 2021 and the barrier to entry on podcasting is a lot lower so I don’t know if the exact same strategy would work now (!) but I also created a team of 20 ambassadors to promote my show in the first six months as well.

I gave them rep pricing on that activewear brand I sold & they were allowed to promote my show in whatever way they want it on social media each week. Didn’t cost me anything! Currently, I utilize Pinterest to promote my back catalog. I will easily double the downloads I get from the first 30 days in the next 90 based on Pinterest strategy alone.

Staying True to Yourself

R: What’s your best advice for someone wanting to generate Instagram revenue?  Let’s say your top 3 tips!

S: 1. Use content arcs that lead to a promotional ASK. 2. Don’t give away everything 3. Community in comments, conversions in direct messages! 

R: I love your family photo at the bottom of your “Work with me” survey page that’s linked in your bio.  This is certainly an area I believe most moms desire to cultivate – a strong family presence, allowing room to grow as individuals and model great character for our children.  Is there anything you’d like to say to moms of multiples building a business on Instagram?

S: You are YOU & that’s the superpower. It’s really exhausting to be something you’re not & “faking it” typically has a short shelf life. Admire and cheer on what you see others doing on Instagram, but if it wouldn’t speak to your ideal customer, don’t emulate it! 

R: How they can find you?

S: @runliftmompod on Instagram. 

R: Anything else you’d like me to say?

S: Specific to fitness types, I offer training schedules specific to busy people. This is ideal for an entrepreneur who would love to complete a race but know they can’t handle the time commitment of a traditional plan. 

suzy goodwin image
Captured by Gloria Cambre

Suzy Goodwin is a 100 mile ultra marathoner, former Guinness World Record holder, triplet mom, and podcaster.  Her podcast, called run, lift mom, provides quick bites of training advice and interviews with subject matter experts! There’s always a free schedule ($30 value). The distance changes on odd months but currently it’s the half marathon (13.1). Head to Runliftmompod.com/training-plan to learn more!

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