Category Archives for Inbound Marketing

Donald Kelly, Leads, Patrick Shaw, Rapidfunnel

TSE 918: Using Technology To Convert Leads

The Sales Evangelist, Using Technology to Convert LeadsEvery sales professional understands the importance of generating leads. In addition to those leads, we must focus on using technology to convert leads.

Today on The Sales Evangelist, Patrick Shaw will talk to us about using technology to convert leads. If we use technology and software, we can work smarter and not harder.

Patrick is the founder and CEO of RapidFunnel, a mobile-based permission marketing app created for direct sales, small businesses, and franchises.

It isn’t enough to just have leads; we have to build relationships with and nurture our prospects.

We must have systematic ways to keep up with our prospects and our sales processes.

Converting leads

In the early days of his career, Patrick said he was guilty of putting dollar signs on people’s heads. He felt bad about it, but he also realized that the number of people he spoke to was directly related to the amount of money that he made.

Patrick started to wonder whether he could shift his priorities so that he could improve the quality of his prospect’s life and put his own needs completely to the side.

He wondered about making the process easier and more comfortable for both the salesperson and the prospect as well.

The conversion success rate often depends on the type of organization it is and where their leads come from.

Massage therapists, for example, believe in what they’re doing, but they don’t think of themselves as salespeople. They’re very uncomfortable coming off as “salesy.” They suffer from a very different problem than someone who is in sales.

Many times it’s a question of efficiencies. Are they creating real efficiencies? Do they have systems and processes in place that make them more efficient than the person trying to do the same task manually?

 

Four Disciplines of Execution

Patrick loves Stephen Covey’s book The Four Disciplines of Execution.

1. Focus on the wildly important. Whether you’re a salesperson or a company, what are your wildly important goals? Usually it’s involved around increasing revenue.

2. Act on the lead measure. If your wildly important goal is to increase revenue which comes through sales, then what’s the lead measure? For almost all companies, it’s prospecting and followup.

3. Have a scoreboard. If there’s no scoreboard, you don’t know where anyone stands during the game. When people have something wildly important, they’ve identified their lead measure and they have a scoreboard based on that lead measure. There’s a cadence of accountability where people hold each other accountable.

4. Develop a cadence of accountability. With a scoreboard, there’s a cadence of accountability where people hold each other accountable. it changes the dynamics of an organization.

The cadence of accountability can be difficult to create if you don’t have a scoreboard. At RapidFunnel, we measure the quantity of the exposure and the quality of the exposure. We can tell you the number of unique exposures you make, and the quality of that exposure based on the engagement of the prospect.

He does note that accountability is never about pointing out those who are failing but rather about highlighting those who are doing proper activity.

Using technology to convert

Technology often makes things more difficult because there’s only so much bandwidth. If someone has to create all their own content for a platform, they’ll be stretched thin.

The lead measure isn’t creating content and becoming a marketing expert. We want to make it simple for the sales reps to tell the company’s story.

You can’t automate a relationship, but here’s what RapidFunnel can do: it can tell you when your prospect is watching the videos that you sent him. It can tell you how long he watched and what he watched.

You can then pick up the phone and call him, and he’ll say, “Hey! I was just watching the videos you sent me.”

It’s discovery, and it’s personal, but it’s automated.

The key is to leverage technology that adds value without sucking you in time-wise.

The reason so many large organizations fail at social media marketing is because they add branding to their personal contacts. The very essence of social is relationship-based, and your prospects have a relationship with you, not your company.

Work on yourself

Whether you’re leveraging technology or not, work harder on yourself than you do on business. Spend 10-15 minutes a day getting your mind right, seeking clarity about your goals and your purpose.

Determine the value you’re trying to create in the marketplace because the answers will come when you do. Continually educate yourself and have a growth mindset.

You will leverage technology the right way as long as you focus on the bigger picture.

There are only so many hours in the day, and you’ve got to be judicious with your time.

 

“Using Technology” episode resources

If you’d like to connect with Patrick, you can find him at RapidFunnel.com and request a demo or more information. You can request a demo or simply request more information about the platform.

Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM.

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. Your prospecting will never ever be the same.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Tom Poland, Leadsology, Inbound Lead, The Sales Evangelist

TSE 916: How To Develop A Marketing Message That Cuts-Through & Brings More Leads

Tom Poland, The Sales Evangelist, LeadsologyImagine how quickly sales will decline if your sales and marketing teams aren’t communicating well. You must have a marketing message that cuts through the noise and generates inbound leads.

On today’s episode of The Sales Evangelist, Tom Poland helps us learn more about how to effectively create a marketing message that will guide your prospects through the buyer’s journey.

Tom helps professionals create a systematic flow of inbound leads. He’ll help us create a unified message between sales and marketing instead of bumping heads constantly.

Some people have suggested that sales and marketing are like siblings, and when they aren’t getting along well, it creates chaos in the family.

Inbound leads

When you wake up on Monday morning to discover multiple bookings by people who want to talk to you about becoming a client, and they have a pretty good idea of how you work and what you charge, that’s inbound.

They’re quite convinced that you are their number one choice to solve their problem or meet their challenge, and you didn’t need cold calls or direct mail letters to connect with them.

That’s the magic of inbound: creating high quality, well-qualified new client inquiries.

Tom says it’s a mistake to be singularly focused on just finding leads. It’s not about finding the leads, it’s about finding the people who are happy leads.

Finding leads is a little like running through the forest poking bears. The bears are asleep and you’ve got a honeypot that you want them to reach, so you poke them all and wave the honeypot in front of their noses.

If their hunger exceeds their anger, you get to live.

Good marketing gently puts that honeypot outside the forest in the form of some kind of content marketing. The people who put their hand out metaphorically and stop to smell the honey are the ones you want to put an offer in front of.

Marketing assets

The creation of marketing assets serves as the great separator between people who stay stuck on the treadmill and those who actually create something scalable.

Marketing assets can be presentations, lunch-and-learn opportunities, webinars, videos, or a book. The asset has to match the audience.

It’s no good running a webinar for CEOs because they aren’t webinar people.

In most cases, sales reps will have three target audiences:

  • corporate executives
  • entrepreneurs
  • consumers

Each of those markets will have different assets or mediums that they’ll respond best to. The creation of those assets demands that you include the right subject matter, communicate the right way, and reach the right people.

 

Starting point

If you’re starting a webinar or a series of videos, the first question people will have is “Why should I listen to this guy or girl?”

Next, we need to describe the problem in such a way that the audience knows that we understand their challenges. Finally, we’ll address why their previous efforts have failed, which builds a depth of relatability and respect for your expertise.

You must lay out a sequence that you lead the audience through from the start.

Normally they’re open-mindedly skeptical: open-minded enough to attend your meeting but skeptical enough to ask questions about your background and the solutions you’re offering.

The audience is looking for something valuable. They’ve given up their most precious resource in the form of their time, so they are looking for something they can implement.

When you give people what they came for, you differentiate yourself by giving real value. Allow your prospect to walk away with something valuable. If they buy, great. If they don’t, they still walked away with your brand in their brains.

Say something different

Your message must cut through to your prospects. You’ve got to say something different than your competitors are saying.

If, for example, every business around you is promising to help you grow your business and find more free time, you’ve got to stop repeating what everyone else is saying.

Secondly, you’ve got to motivate people to take the action you want them to take.

1. Make it benefit-rich. Instead of talking about being a business coach or a software developer, talk about the benefits.

2. Include specifics, which increase both believability and desirability.

3. Be different. When you incorporate cut-through, you immediately motivate the person to want to know more about your product or service.

You have to hit the sweet spot between believability and desirability.

Over-deliver

Whatever you are, be authentic. Whatever you do in your message, make sure that you can not only deliver but over-deliver, because you want the referrals and the word-of-mouth.

You want people excited about what you do, and you want to have quality experiences, which means you have to under-promise and over-deliver.

You set the expectations at a level that you know you can exceed. It means that you have to be good at what you do because you have to set the expectations at a desirable level and then over-deliver.

Scale your value delivery as much as you can because it gives you more resources for marketing. Marketing is what makes the money and it’s where the magic happens.

When your groups are communicating and the message is unified among the entire team, magic can happen.

 

“Marketing Message” episode resources

Email Tom or connect with him at leadsology.guru.  You can find lots of free stuff there, including the famous five-hour challenge that will help will help you create an effective marketing message so you can generate some leads.

Is your CRM functioning properly? It’s important to have a CRM that your team is willing to use.

If you’re unhappy with your CRM, check out Maximizer CRM. If you’re happy with your CRM, check out Maximizer. It has been around a long time, and it’s worth the time to check out the free demonstration.

Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities. Click on the link to get a free demo of what Maximizer CRM can do for you.

Check out the Video Jungle podcast, your source for marketing and selling your brand using video. Plan, create and share your way to better content and strategy. Video Jungle offers top-notch, state-of-the-art advice about video which is a great way to offer relevant content on LinkedIn.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

 

Ken Tucker, Donald Kelly, Duct-tape Marketing, The Sales Evangelist

TSE 913: Common Mistakes We Make Trying To Get Inbound Leads

Ken Tucker, Donald Kelly, Duct-tape Marketing, The Sales Evangelist

If you want to take advantage of inbound leads, you must create content for your website that attracts people. It must draw people who are researching and trying to find solutions. We must also avoid common mistakes we make trying to get inbound leads.

On today’s episode of The Sales Evangelist, Ken Tucker continues our month-long conversation about inbound strategies and how we can generate leads and build value for our customers. He helps us identify the common mistakes we make trying to get inbound leads.

Ken got his start in IT, so he calls himself a big systems guy. He said he sees a lot of small businesses struggle to put together a marketing system that’s repeatable and optimizable.

Avoid ineffective websites

It’s important to think about search engine optimization, or how findable your website is when people search for you. SEO optimization is a traffic source and lead generator.

Unfortunately, a lot of businesses don’t have a clear, strong call-to-action. The message at the top of their page isn’t clear when you get there.

It isn’t super obvious what you do, and it needs to be super obvious. It needs to be super obvious what problems you solve for your customer.

If you write your website from your business’ perspective and talk about your services and your certifications, that’s the wrong approach.

Ken calls himself a StoryBrand guy, which means he focuses on putting the customer first. The customer is the hero who has a problem and he’s looking for a guide with a plan who can help him achieve an outcome or avoid failure.

On your homepage or any key landing pages, clarity of messages is critical. They must understand within 3-5 seconds of landing on your website what it is you do.

You also have to think about your website’s encryption, as well as how your website performs on a mobile device. Given that 50 percent of all searches happen on a mobile device, your website has to perform well on mobile platforms.

Consider problems in three dimensions

StoryBrand prompts businesses to think about problems in three dimensions: external, internal, and philosophical.

A customer seeking a dentist, for example, has an external problem of a toothache. His internal problem is that he is terrified of dentists because it hurts way too much. The philosophical problem is that it’s 2018, and it shouldn’t be that hard to have a stress-free experience at the dentist.

The dentist will want to keep these problems in mind while he’s creating his marketing materials. People are looking for a solution to help them achieve an outcome.

Think about their before state and their after state. The reason they buy from you is because of the internal problem that they have, and the fact that you have spoken to that internal problem.

Identify that internal problem by interviewing your existing customers. Ask them why they selected you. Why did they feel comfortable working with your business?

Do keyword research and figure out the phrases people are typing in when they are doing searches. Make your content match with the phrases that people are using when they search.

You can determine a lot of the internal, external, and philosophical problems by getting feedback from the people you currently work with as well as those who are out there on the Internet.

Become a trusted resource

I hear from people all the time who tell me that they listened to the show for a year or more before they jumped into my coaching or the TSE Hustler’s League.

Because I shared resources at one point, they come back over and over again. It’s a long-term game, but too many entrepreneurs view it as instant gratification.

You have to think about your website from the customer’s experience.

  • What is the customer’s journey?
  • Do you understand the buying cycle?
  • What information will they need to know along the way?
  • When will they need the information?
  • Where should the content be delivered?

You must map that out and do some strategy work.

Know your customer’s journey

Ken is a Duct Tape Marketing guy as well, so he defines the customer journey as a marketing hourglass.

You’ve got traditional stuff that everyone talks about, such as know, like and trust, but in the world of online where the customer is in control, you really have to think about some kind of a trial offer before they are going to be willing to buy.

Think about giving the customer an opportunity to find out what it’s like working with you in a much lower risk scenario.

When you flip the hourglass over, you’ve got repeat and refer. How do you do more with existing customers? Marketing shouldn’t stop once someone becomes a customer.

Your website shouldn’t be simply an online brochure. You need to actually move them through the process and make it easier for them to decide that you’re the right company, product, or solution for them.

Create lead generation

You must have marketing automation and CRM for your business. There are many great ones depending on the complexity of your business.

If you’re going to work hard to get leads to your website, make sure that you’re showing up when people are doing certain critical searches. Facebook advertising is powerful and cost-effective, and direct mail campaign can be incredibly powerful as well.

You’re going to build the initial relationship online and then nurture it through email sequences that will move people through the decision-making process or the buying process.

When someone comes to your website and watches a webinar or downloads a checklist, what is your followup?

Focus on traffic

Figure out where your customer is spending time online. If you’re a b2b, Facebook may not be the best place for you to start your advertising strategy.

Identify what sources of traffic you want to generate. Will it be SEO? Paid strategy?

Keep in mind your customer’s journey: know, like, trust, try, buy, repeat, and refer.

Don’t buy into the idea that you have to have the perfect website to get started. It’s an iterative process.

Focus on a couple of key pages. If you build only one page the best way you can, don’t get wrapped around the axle trying to make it perfect.

Develop strategies that align with where your customers are already spending time online. The last thing you want to do is fumble away an opportunity.

Think about the customer journey and focus on the problem that you solve. Once you’ve started the customer through that journey, it will help you write effective sales copy and define the before- and after-state.

“Inbound Leads” episode resources

You can find Ken at changescapeweb.com, and on most social media channels as @changescape.

Grab a copy of Ken’s book Social Media Marketing for Restaurants, which is valuable for restaurants and also for any business that has a brick and mortar type of business where they have lots of traffic coming inKen also wrote a book called Reputation Marketing (Marketing Guides for Small Businesses).

Is your CRM functioning properly? It’s important to have a CRM that your team is willing to use.

If you’re unhappy with your CRM, check out Maximizer CRM. If you’re happy with your CRM, check out Maximizer. It has been around a long time, and it’s worth the time to check out the free demonstration.

Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities. Click on the link to get a free demo of what Maximizer CRM can do for you.

Check out the Video Jungle podcast, your source for marketing and selling your brand using video. Plan, create and share your way to better content and strategy. Video Jungle offers top-notch, state-of-the-art advice about video which is a great way to offer relevant content on LinkedIn.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

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Donald Kelly, Inbound, Inbound Leads, New Leads, Sales Leads

TSE 912: What Should Sales Know About Inbound Leads?

Donald Kelly, Inbound, Inbound Leads, New Leads, Sales LeadsInbound is a powerful tool for your organization. We all want inbound leads, but we have to work with our teams to make sure our company will be known by the people who are seeking our product or service. What should our sales team know about inbound leads?

On today’s episode of The Sales Evangelist, we’ll talk about what inbound is, why it’s important, and how powerful it can be for your organization. Sales professionals who are capable marketers will be able to massively impact their own bottom line.

What is inbound?

HubSpot is the leading online site for inbound marketing, and it defines inbound as marketing focused on attracting customers through relevant and helpful content, and by adding value at every stage in a buyer’s journey.

Inbound customers find you through channels like blogs, search engines, podcasts, and social media. So in a nutshell, inbound is where you set up the means to attract people to your website to digest your content.

Many times, our customers fail to find our business because we don’t do enough preparation. We sit back and hope that someone will find us, or that we’ll get a referral.

The goal is to provide education to our customers.

In the opening of the show, I told you about Jan, who tasked her employee Dave with finding new financial software for their company. The existing software wasn’t working, and they needed a new option as quickly as possible.

Dave started by Googling software, which was the beginning of his buyer’s journey.

As an organization, do you have videos on your YouTube or Vimeo or wherever you host videos?  Is there a way for your customers to find videos on your website?

The buyer’s journey

With HubSpot, the journey begins by attracting people who don’t know anything about you.

In this case, Dave is trying to find accounting software, and perhaps you have a blog post on your website titled 10 Things to Know About Buying Accounting Software. Or even 5 Mistakes People Make When Buying Accounting Software.

You must have a piece of content that will help your customer learn more about your product or service. You’re looking to educate your customer.

In the case of this podcast, a potential customer might search cold calling and find a podcast episode relevant to that topic. He’ll listen to the podcast and then perhaps reach out to me or download one of our assets.

Our podcast attracts people to our product.

The conversion state begins when they download something of value from your page. You may have a few emails that you send out which begins the nurturing process. Your sales team might even reach out to him to see if he has questions.

Once they convert or close, you delight them so they’ll give you more referrals.

Think like the buyer

Too many of us neglect the early part of the buyer’s journey: the attraction.

In the attraction phase, you must think like the buyer. What are the top five questions Dave might have as he researches financial software? As the prospect gathers information, what will he discover?

Buyers are doing incredible amounts of research before they come to the sales table. Your job is to educate them.

If you find yourself worrying that they’ll buy someone else’s stuff even after you give them valuable information, you’re likely worrying too much.

In the case of The Sales Evangelist, some people listen to my podcast without buying anything at all immediately. Two years later, they come back and purchase one of our programs or our trainings, but it likely wouldn’t have happened if I hadn’t provided information.

Give your customers things that they need, and especially things they may not know that they need to know.

You can use a video, a checklist, or social media. Give them education and relevant content.

We’re launching a YouTube channel and our Instagram TV on October 1 so people can consume our content via video if they prefer.

The basics

What challenges is your customer facing? What things does she need to know before she buys something?

Attract the prospect. Give her a chance to come to you first. The person she connects with first will most likely be the one she buys from, so increase the odds that she’ll find you before she finds your competition.

In the case of Dave, if you help him look good for his boss, he’ll likely come back and praise you and then send referrals your way. It’s a wonderful cycle.

I share all this stuff with you because I want to help you find more ideals customers. I want you to build stronger value and close more deals. Most importantly, I want to challenge you to go out every single day and do big things.

“Inbound Leads” episode resources

Is your CRM functioning properly? It’s important to have a CRM that your team is willing to use.

If you’re unhappy with your CRM, check out Maximizer CRM. If you’re happy with your CRM, check out Maximizer. It has been around a long time, and it’s worth the time to check out the free demonstration.

Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities. Click on the link to get a free demo of what Maximizer CRM can do for you.

Check out the Video Jungle podcast, your source for marketing and selling your brand using video. Plan, create and share your way to better content and strategy. Video Jungle offers top-notch, state-of-the-art advice about video which is a great way to offer relevant content on LinkedIn.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Marcus Sheridan, The Sales Lion, Transparency

TSE 078: Why Sales Professionals Need Inbound Marketing and Transparency More Than Ever Before!

Marcus Sheridan, The Sales Lion, Transparency In this episode, I interview Marcus Sheridan, aka “The Sales Lion”. Marcus helps businesses embrace the power of content and inbound marketing through his personal experiences. Him and his team offer content marketing consulting & workshops, HubSpot consulting, speaking opportunities and blogging services. He is passionate about selling and the power that comes to an organization and sales professional when they learn to incorporate inbound marketing and transparency concepts.

Here are the details of our conversation:

  • People want to learn as much as they can about selling.
  • If anyone asks you a question, it is your moral obligation to answer it on your website.
  • Marcus doesn’t believe in the secret sauce. You should provide education to your audience via your website.
  • 70% of the buying decision is done before someone comes to your organization.
  • As a sales representative, your buyers need to see you, hear you or learn from you before they actually speak to you.
  • One example of a way sales professionals can offer information to a client is by creating videos by addressing the 10 asked questions in your industry.
  • “People need to be consuming your junk before you actually meet with them face to face, otherwise you are setting yourself up for failure.” 
  • Don’t be the (Kmart) salesperson of your time.
  • In 10-15 years sales and marketing will evolve into “one thing”.

Stay connected with Marcus 

Follow Marcus on Facebook.

Follow Marcus on Twitter.