Episode 4: Building and Owning an Audience Part 2
In part two of the discussion of building and owning an audience, Robbie and Tim dive into the intricacies of creating relationships through content and adding value beyond the product.
“You’re basically setting fire to the conference room table, and the CEO is coming out like, ‘Why are you burning the furniture?’ That’s what you’re doing to your email list.”
Transcript
[Intro]
Robbie Fitzwater:
Hello, this is Robbie Fitzwater.
Tim Lowry:
And Tim Lowry.
Robbie:
Welcome to the Content, Community, and Commerce Podcast. We explore ideas at the intersection of content, community, and commerce so e-commerce entrepreneurs and marketers can apply them, have some fun, and make marketing feel more accessible.
Welcome back, everyone. This is part two of our conversation on building and owning an audience. We’re touching on several ideas, but it really comes back to one question. What’s the point of building an audience, and once you have one, how do you keep them engaged?
Tim:
Right. So we’ve built the audience, or at least we hope you’ve started building one since we last spoke. Maybe not completely built, but you’re getting there. Now what? How do you move people from visitors—whether they came through organic, social, or paid—into something more permanent?
We’ve talked about rented audiences, and you can only rent for so long. Eventually, you need to stop renting and start owning. You may be getting organic traffic and building your own house, but even then, you don’t truly own your audience. They can still go elsewhere. So what do we do?
Robbie:
This is something I care a lot about. After years of working in this space, I keep coming back to the idea that attention is hard to earn and even harder to maintain.
Marketing strategies need to be platform-agnostic. Once you earn attention, how do you hold onto it? How do you keep people coming back? How do you become part of their routine?
The brands that help people become better versions of themselves, or help them tell a better story about who they are, are the ones that win. People return to those brands. From a profitability perspective, it makes sense too. Your repeat customers are your most valuable ones. If I can get someone to buy a second, third, or fourth time, I’m not paying that acquisition cost again. And usually, with each repeat purchase, their average order value increases.
Tim:
And your customer lifetime value increases as well. It becomes an ongoing relationship instead of just a one-time transaction.
Robbie:
Exactly. You become more than a place to buy something. You become a trusted partner. That’s where content really plays a key role.
Once you’ve brought someone in, you want to bring them back. If they’ve already converted, you want to guide them back toward another purchase. If you maintain that relationship, when the time comes for them to buy again, you’ll be top of mind.
If you’re consistently adding value, giving them helpful information that aligns with their interests or decisions, you become more than just a brand. You become part of their lifestyle. That’s how you move from being a commodity to offering a value-added product.
Tim:
Let’s go a bit more tactical. Say I’ve been visiting a website and really enjoying the content. Is it enough to just have a little box at the bottom of the page that says, "Sign up for our newsletter?" Or how do you actually encourage people to become part of your owned audience?
Robbie:
You need to offer some kind of value based on the visitor’s intent or what they’re likely to need. Who is your core customer? What are they looking for?
Once they’re engaging with your content, how do you build on that relationship? It starts with giving before asking. Offer something useful in exchange for their email. That could be a guide, a discount, or helpful content. When people feel like they’re getting something valuable, they’re more willing to give something in return.
Tim:
Right. Even if it’s a discount code, that might get the sign-up, but they could unsubscribe right after using it. That initial opt-in isn’t enough. What follows needs to be relevant and meaningful. That’s the difference between a churn-and-burn list and building a true relationship.
Robbie:
Exactly. You need to keep delivering value. And honestly, that’s something you can test and experiment with. Try different offers, test the timing of your pop-ups, or even customize what people see on blog pages versus product pages.
Once they’re on your list, it’s about curating the experience for them. Speak to them like people. If you can understand who they are, you can serve them content that’s meaningful. That might mean asking them one or two key questions when they sign up. For example, are they buying for themselves or someone else? What category or interest brought them to you?
Tim:
And the cool thing is that most businesses already have some of this insight. If they’ve been creating content and listening to their audience, they already know what people care about. Now it’s just about tailoring the experience so customers get the content and products most relevant to them.
Robbie:
Exactly. You’re taking what you’ve already learned through your content efforts and applying that through segmentation. The more relevant the messaging, the stronger the relationship.
Tim:
Let’s talk automation. Are we just talking about a welcome email that says "Thanks for signing up?" Or how deep can this go?
Robbie:
You can go really deep. That’s what blew my mind when I started doing this. You can build automations that run for months or even years, depending on what behaviors you want to drive.
If I want someone to make a purchase within a certain window, I can guide them there. If they’ve already purchased, I can create post-purchase flows to build loyalty or ensure they have a great product experience. You could send seven to ten emails within two weeks, and if they’re relevant and well-timed, it won’t feel overwhelming.
Tim:
I love that. A lot of businesses send one email a month and think that’s good enough. But are you really building a relationship that way? Would you call a friend only 12 times a year and expect to stay close?
If the emails are helpful and personalized, people will welcome them. They’ll skip one if it’s not for them, but engage deeply with the next one.
Robbie:
Exactly. You’re not just pushing products; you’re playing your greatest hits. You’re giving people the best, most relevant content.
You can also switch up the formats. Mix plain text emails from a person at the company with branded ones. That personal approach makes a difference.
Tim:
And those plain text emails shouldn’t just be marketing copy. You want them to sound like a real person. It should match how that person would talk to a customer on the phone.
Robbie:
Right. When it comes from Michelle at XYZ Business instead of just “XYZ Business,” it creates a personal connection. People even reply to those emails, and we’ve had clients say, “Customers write back and say how much they love Lizzie’s tips.”
Tim:
That’s a big contrast to getting emails from a giant retailer like H&M. It’s just a random assortment of products. You don’t feel any human behind it. No one’s replying to those.
But smaller businesses, even if they’re fully online, can absolutely build personal relationships through email. Just assign real people to the messages.
Robbie:
Absolutely. SMS can do this too. It’s all about creating that human connection. You’ll never outscale Amazon, but you can out-human them. That’s your advantage.
Tim:
And with content overload, people gravitate toward connection. Add a human layer to your content and it becomes powerful.
Robbie:
Exactly. Plus, email isn’t dependent on algorithms. If you consistently create value, you’ll stay in inboxes. You own that audience, which makes it a real asset.
Your list is a business asset. If you burn it out, you’re basically lighting your conference table on fire. It’s that serious.
Tim:
That goes back to segmentation. If you’re just blasting everyone with the same message, you’re wasting the opportunity and burning trust.
Robbie:
Yes, and when you take care of that list, it returns the favor. Automations help drive key behaviors like purchases, reorders, or advocacy. And you’re doing it consistently while you sleep.
Tim:
It’s like investing. You may not see immediate results, but it builds and compounds. If 10 percent of your revenue comes from email and you grow that to 20 percent, it’s massive.
Robbie:
Exactly. Email might not feel as flashy as other channels, but it quietly drives serious growth.
Tim:
It even works in B2B. Those relationships still matter. You can use email to deliver content that supports your sales team, educates your leads, and builds trust over time.
Robbie:
Yes, and you can reuse great content. If a blog post helped someone make a decision once, it can do it again through automation. You’re curating their experience.
Tim:
Especially in niches like equestrian brands, there are seasonal needs. Preparing for winter, dealing with fireworks on the 4th of July, training tips—it all adds up. Just show up consistently with value and people will remember you.
Robbie:
Exactly. Even if an email doesn’t drive a sale, it keeps you top of mind. Then, when they’re ready to buy, you’re the first place they go.
Tim:
You mentioned “playing the hits.” I love that. You don’t need to reinvent the wheel. Use what works, reuse it, and tailor it. That’s smart marketing.
Robbie:
Right. It’s about being part of someone’s life, not just their transaction. When you do that, you move from vendor to training partner, from brand to trusted guide.
Tim:
This episode is packed. I think we should wrap it up here and save the next deep dive for another episode.
Robbie:
Agreed. If you’re still listening, you’ve probably heard episodes one and two already. Let us know what topics you’d like us to cover next. The more we understand our audience, the more relevant we can be.
Tim:
And if you liked what you heard, give us some stars or leave a review. We’d love to hear your feedback.
Both:
Did you like it? Leave us a review! Five stars all the way. Or at least three and a half.
[Outro]
