Online Marketing Archives - The Sales Evangelist

Category Archives for Online Marketing

Bill Troy, Donald Kelly, The Sales Evangelist, Online Marketing, Click Sand

TSE 686: This Is Why Online Marketing Is NOT Working For You!

Bill Troy, Donald Kelly, The Sales Evangelist, Online Marketing, Click SandAre automation and process the same thing? Nope. Not always.

Our guest today thinks online marketers are taking businesses off on a wrong path. And we discuss how you can correct your course. It’s never too late.

Today’s guest is Bill Troy. He is soon releasing a book called, Click Sand: How the Pitchmen of Online Marketing Suck You In and Ruin Your Business.

Bill is an Inc 500 CEO and running a business is his expertise, especially when it comes to marketing.

Are Tools Good or Bad?

The tools are neither good nor evil. They are just tools. The problem is the people selling them to you. They sell them as though it solves every problem you have.

Problem is that most people doing online marketing start with a tool, instead of starting what you need to accomplish. Then you are led astray. You start to change your business to fit the tool instead of making sure you pick the tool after you know how your business works.

3 Top Things that Work in Online Marketing

1. Understand what the other person on the other side needs from you. The more this leans toward the relationship side of things, and not just an anonymous transaction, that where you have to be careful with a lot of this online stuff. Think about what they need. Then build it around that.

2. Rather than using LinkedIn to strip mine titles and get a list of 3,000 people to send to, use LinkedIn to figure out what that prospect is into, what non profits they support, their education, etc.

3. Define what exactly the relationship is. A relationship is when they respond to you and you interact. Then build a process to fit that and do it regularly and consistently.

What Do You Do When You Want to Scale Your Business? 

1. Scale up by getting bigger customers versus smaller customers.

Either do more and more of the same activity efficiently or try to get bigger customers you can invest in. Most businesses look at smaller deals where they could go faster. And the techniques they use blow off large customers. They end up chasing small clients all the time.

2. Have both selling process and relationship process.

Sometimes, it’s not the right time to sell because it’s time to build a relationship. And if you have a client that needs that, put a process in place to build those relationships. And when it’s time to sell, then sell. These two things are not the same thing.

How to Become More Effective as a Seller:

1. Think of relationships in terms of people, not just companies.

  • Sellers tend to think of companies or brands, not individual people.
  • Sellers often forget there are people involved behind their client companies.

2.Follow up with your clients.

When you look at what really works, sometimes it’s not the thing that’s the most efficient, but it’s the thing that’s most effective.

3. Have a process and test it if it works for your industry. 

  • Just start with some system or process that is repeatable and consistent.
  • A process could be as simple as remembering to do something nice for someone on a day that’s important to them.
  • So just put something in your CRM to remind you why you’re doing it and to keep track of those activities.
  • A system basically involves repeating it and consistently doing it.

Bill’s Major Takeaway:

Start watching what people do with you, what kind of emails come into your inbox today, and what kinds of messages do you see that make you want to buy from them. Now that you see what works for you, are you doing this for other people?

There is this sense of denial in the sales world. We hate it when we get it ourselves but somehow we think our junk’s going to get noticed. Start looking at what other people do that delight you. Start using yourself as a guinea pig. Then do what you like to other people.

Episode Resources:

Check out Bill’s book Click Sand on www.clicksand.net/salesevan. Bill has put Chapter 5 up discussing the psychology of how online marketing can damage businesses.

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Garrett Mehrguth, Donald Kelly, The Sales Evangelist

TSE 588: Stop Leaving Money On The Table With Guest Post Backlinks

Just because you can’t afford to go to conferences to network with people and generate leads doesn’t mean it’s the end of the world. Did you know you can be leaving money on the table by not guest posting for backlinks? This is a perfect example of what I always preach – Do the opposite of what everyone else is doing.

Today’s guest is Garrett Mehrguth as he discusses the idea behind backlinking and how this can help you in your business. He also teaches how you can specifically utilize social media in every phase of your sales process and how you can continue the communication process to make sure each and every sale comes to a close.

Garrett is the CEO of Directive Consulting, a digital marketing agency where they do search engine marketing, SEO, PPC, content, and social for B2B companies mostly catering to software and manufacturing industries.

Here are the highlights of my conversation with Garrett:

Why guest post backlinks work:

People tend to overvalue the wrong things but you can leave money on the table by guest posting for backlinks and not leads.

Oftentimes, we forget who we’re doing it for. It’s not always that what we’re doing is wrong but it’s who we’re doing it for is wrong.

Strategies for Turning Backlinks into Leads:

Garrett’s company uses this tool Pitchbox, an influencer outreach and content promotion platform where they scrape all the websites that write on, say, demand generation.

You want the top conferences in your industry that you want to have a booth at since that’s where your audience is. But that is very expensive so if you can’t afford it, Garrett has this interesting strategy:

  • Scrape the entire website using Import.io and you get all their contacts, editors involved, and all the people who sponsored that conference and guest post for all of those people.
  • Then get the contact info for the marketing department. Since you’ve already made connections with the editor, ask to be introduced to these specific people at the marketing department.
  • Now you’ve turned your link building in the lead generation into PR and you’re reaching the right audience. You’re getting a backlink and you have the opportunity to turn it into a lead.

So you’re giving them value because you’re giving their audience free content and in return, you just want to be introduced to someone.

Strategies for leveraging social media to increase revenue at every stage of your sales:

The more interactions you have with them, the more opportunities to build your brand and their trust, the more likely that you’re closing the deal.

Social media helps you scale out these touches and interact with people.

LinkedIn Matched Audiences

LinkedIn just launched their Matched Audiences so within LinkedIn, you can upload your whole CRM list right into LinkedIn and be talking to everyone in your sales force across social media. Then you’re able to go after people at different stages of the funnel based on your CRM and be able to scale up your touches.

Since you have a list of those target accounts you’re going after, you can then warm up those accounts by uploading your list to LinkedIn and they will start showing ads and you can do sponsor in-mail. You can put $100 a day in the mail and use a Calendly link to book a time with them and set meetings through sponsored inmails.

How to do social right:

  • Only share things that you actually right.
  • Only post when you actually feel like posting.
  • Be authentic. Be you. Don’t worry about your retweets or your likes.
  • Have a real social presence and start interacting with people.
  • Read something you like. Share it and tag the person. Be real and don’t try hashtags like #sales #bots. That’s not how it works.
  • Use social for what it is for.
  • Social is still a supportive channel. There is no rejection when you favorite things and follow people on social media but it’s not going to pump the pipeline. You still need to be sending your emails and doing the calls.

Garrett’s Major Takeaway:

Really know where your audience is. Really know who they are. Ask where they’re at. If you can’t afford that conference, be creative and don’t just give up. Advertise on Twitter with their hashtag and get their brand name. Just because you can’t afford one thing doesn’t mean allowed to know where your audience is and do a better job of making a connection with them. Don’t leave your money on the table by not getting posts for leads just because you were writing to the wrong audience and you weren’t leveraging the full relationship.

Episode Resources:

If you’re interested in B2B case studies and you want to increase your lead volume and get more qualified leads for your sales team, visit www.DirectiveConsulting.com.

Read their guest post on Moz, How We Increased Our Email Response Rate from 8% to 34%

LinkedIn Matched Audiences

Import.io

Pitchbox

Calendly

Marketo

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Cody Lister, Blogging, Content Marketing, The Sales Evangelist

TSE 336: Selling Online Is Easier Than You Think

Cody Lister, Blogging, Content Marketing, The Sales EvangelistIf you think guest blogging has nothing to do with helping you grow your sales, well, don’t overlook it. Today, we have Cody Lister on the show as he shares a whole ton of blogging and content promotion techniques and strategies you can implement to help you grow your business or increase your sales specifically when you’re selling online.

Cody Lister runs a pay-per-click management agency and he also runs his own blog and networks with influencers while getting his guest posts published by top blogs.

Here are the highlights of my conversation with Cody:

Does pay-per-click still exist?

  • More companies are actually getting on it everyday.
  • An effective way to drive leads for your business as long as you know your target audience well
  • Make sure you’re targeting is on point to reach the right people and not waste ad spent.

How to utilize blogging to grow your business:

  1. Set up a foundation for your blog with pillar content or post.

Content or posts should be between 3,000 and 10,000 words long each that revolve around your target audience’s desires, fears, and what keeps them up at night.

  1. Make sure you have a unique position in the market.

Pick one niche that you’re going to focus on. Instead of just sales, make it sales to a specific type of customer within a certain niche.

  1. Start guest blogging.

Posting on other people’s blogs as a guest allows you to build back links and some traffic to your blog.

  1. Continue blogging and promote your content heavily.

Perform content pre-outreach by reaching out to influencers and other bloggers that share similar content as yours. Reach out to them via email. Search through BuzzSumo for similar posts and get Twitter shares and the email addresses of these people. Reach out to them to let them know and give a heads up that you’re about to publish a specific post about a topic they liked in the past. Scrape the commenters of different blog posts that relate to your topic. Get their email addresses and reach out to them as a content pre-outreach to give them a heads up of your upcoming post.

  1. Form a content strategy and build relationships with other bloggers.

Have pillar content in the middle and splinter off pieces of that content or talk in more depth of specific topics that relate to that content so it becomes a spider web.

  1. Seed your content with influencers on referral networks like inbound.org or GrowthHackers.

Once you’ve teamed up with bloggers, you can use one-click email opt-ins to get them to give you more subscribers. Through these tools, you get bloggers to email their list about you or about a link to something that you’re sharing with them. Once they click that link, you automatically get their email addresses.

  1. Build up your email base and funnel subscribers through an email automation sequence.

This allows you to nurture subscribers up to a certain pitch at the end.

  1. Advertise.

You can go on Facebook but if you don’t have experience, don’t just wing it or it will be a waste of time and money. But you can hire someone who does Facebook ads well. Promote lead magnets to build your email subscriptions through Facebook ads. You may also use Twitter ads through lead generation cards to drive new email subscriptions. Or use Outbrain and Taboola to use paid content promotion. Get on podcasts.

  1. Promote content through pre-outreach.

Build up the anticipation for a post you’re about to publish and make your content more epic than your competitor’s content including content upgrades and embedding those inside your post. Once you’ve clicked a link on your post, you can opt-in to your email list.

  1. Optimize your post for SEO.

This may take a while for you to get any return from this. Read blogs like Backlinko and Quick Sprout for advice on SEO optimization. Install the WordPress SEO plugin.

  1. Make sure the questions you’re answering in your posts are very specific.

Make sure it’s one question per post and really hit on the desires, needs, and wants of your audience. Make sure it demonstrates that you understand the language of your audience.

  1. Get good at copywriting.

Avoid using corporate jargons. You should be writing posts that feel like you’re talking directly to someone.

  1. Use giveaways to increase opt-ins to your mailing list.

Focus on your list growth. Learn from Bryan Harris of Videofruit who has great ideas for list building.

  1. Build a list and start getting opt-ins to your blog right off the bat.

Make sure you have a welcome gate on your blog that captures opt-ins. Make sure everything is focused on opt-ins and you have a sales funnel.

Strategies to make your posts more interesting:

  1. Leverage YouTube videos.

Blogs like Social Triggers and Marie Forleo publish a lot of video content that drive a fair amount of traffic.

  1. Infographics

These are effective but expensive. Invest in designers to make infographics for your blog as they tend to lead to more opt-ins and better content quality.

  1. Interactive content

Create many different forms such as an in-post interactive list such as Backlinko (Brian Dean’s blog) where he has SEO tool reviews which you can click and review interactively. Another example is a quiz or assessment by Social Triggers blog that funnel Facebook ad visitors to a sidebar opt-in.

  1. Slider calculators.

These demonstrate the value or investment of what you’re trying to convey to your audience. You can use this on sales pages and regular blog posts.

Tools to make images more captivating:

Canva

Snappa

Cody’s Major Takeaway:

Don’t write off guest blogging because it’s how you’re going to build the high domain authority backlinks for your blog which is essential when starting a blog and for getting your content to rank on Google eventually. It’s a slow process but don’t overlook it. Reach out and get acceptance from other bloggers when they see you’re on authority and you’re published on top blogs.

Episode Resources:

Learn more about Cody via email cody@marketdoc.com or visit his website at www.marketdoc.com and download a free guest blogging guide at www.marketdoc.com/guest-blogging.

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

BuzzSumo

inbound.org

GrowthHackers

Outbrain

Taboola

Social Triggers

Marie Forleo blog

Backlinko

Canva

Snappa

Quick Sprout

Videofruit

The Sales Evangelist, Donald Kelly, Donald C. Kelly

Eric Siu, Donald Kelly, Content Marketing, The Sales Evangelist Podcast

TSE 290: How Content Marketing Can Increase Your Sales Leads

Eric Siu, Donald Kelly, Content Marketing, The Sales Evangelist PodcastIs content still king? We’re going to talk about this and more on the show today as we bring in Eric Siu as he talks about the power of content marketing.

Eric Siu owns a digital marketing agency called Single Grain which he established in 2009 where they help companies from venture-backed startups to Fortune 500 companies grow their revenues online using different digital marketing strategies around SEO, content marketing, paid advertising, and connect everything together.

Eric is also the host of the podcast Growth Everywhere as he talks with entrepreneurs, tech people and markets about business and personal growth with more emphasis on the marketing side. He is also a regular contributor to several publications such as Forbes, Entrepreneur Magazine, Business Insider, Fast Company, and more.

Here are the highlights of my conversation with Eric:

Is content still king?

  • Content is king. Bad content is definitely NOT.
  • If you’re producing 300-500 word articles and think you’re going to get by, well, times have changed.
  • Studies suggest that the top three results in Google are usually close to 2,000 words or more
  • Provide in-depth content that provides actual utility to people.

What makes great content?

  • Provides utility over quantity
  • Utility means that your reader must be able to have one key takeaway after reading it.

What’s working in digital marketing today?

  • Gmail advertising (Yes! It exists. And a lot of people actually click through them.)
  • Videos (Periscope and Snapchat)
  • YouTube ads
  • Facebook video ads
  • Webinars

Use the power of Snapchat:

  • Gary Vaynerchuk is a great example
  • Tell a story to people to drive more conversations.

How to get a thousand TRUE fans:

Be consistent about blogging. You are going to suck at first but who cares? Not a lot of people are going to see it initially anyway. Eventually, it’s going to have a snowball effect. Opportunities will come and grow organically.

Don’t do everything at once.

You’re not going to have a budget to vet out each channel. See traction with one channel first and then 10x or 100x it. Have a process. Have a strategy. Focus.

The power of having your personal morning routine:

  • The morning sets the tone for everything.
  • Journaling
  • Way of Life app
  • The 500 Journal recommended by Tim Ferris
  • Start your day with having three things to be grateful for and three things that are going to make your day great
  • Exercise

Eric’s major takeaway:

Creating content is only one part of it. Be willing to go out there and promote it. Spend 20% of your time for content creation and the other 80% of it promoting. You have to start somewhere. Stay consistent to reap the benefits down the road.

Connect with Eric on Twitter @ericosiu

Episode Resources:

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

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The Sales Evangelist, Donald Kelly, Donald C. Kelly

Online Selling, DMCA, digital millenniumOnline Selling, DMCA, digital millennium copyright act, Kendra Stephens copyright act, Kendra Stephen

TSE 096: Things You Must Do To Protect Yourself When Selling Online!

Online Selling, DMCA, digital millennium copyright act, Kendra StephensContent, content, content – there’s a lot of talk about that. You need to post photos, videos, and other visuals to build your online presence. So you decided to post something on your website and use a photo that you got from one of your Google searches. And voila! The next thing you know you receive a love letter from a lawyer, demanding for payment otherwise you’ll get sued. How do you handle that?  Sadly, deleting the photo won’t fix it. Now you end up paying thousands of dollars for one picture.

One simple mistake can cost you ruining a business which you’ve worked hard for. So two words here – Due diligence.

There is a lot of ignorance about the legal side of online selling. Whether you’re a professional seller or you’re selling as an entrepreneur, you need to set the rules first before you play the game. Keeping informed is key.

That’s why I brought Kendra Stephen to the show so you would know what your rights are as a website owner and how to protect yourself, your business and your clients.

Kendra Stephen is a lawyer that understands online business. With 10 years of working with online marketing business website, Kendra helps people grow their business online while providing them with relevant legal resources and assistance.

Here are the highlights of my conversation with Kendra:

You don’t have to be online for your business to be online.

What people need to focus on:

  • Growing their business.
  • Controlling what’s out there about their business.

Key things you need to be aware of when you’re playing in the online space:

Important areas on the website commonly overlooked:

  • Terms of Use – the specifics for your business.
  • Privacy Policy – you cannot skip this!
  • Digital Millennium Copyright Act (DMCA) – allows the website owner to have protection.

DMCA requirements people forget about:

Copyright:

Copyright Infringement, defined: Taking someone’s original work (photo, video, writing) and posting it on your website without their permission.

Make sure the content of your website is not infringing on someone else’s copyrights. (Regardless of who posted it, whether your designer or virtual assistant, you will be held liable.)

3 categories photos usually fall under:

Keep track of a list of the photos you use on your website. Keep a record of your content.

Licensing content:

If you need to use someone else’s information, get their permission in writing.

If you’re paying someone to write for your website, keep a record of the agreement you have with them. For example:

  • What content they’re going to write.
  • Who owns the content once they write and produce it.

Trademark:

Most recently, they opened the world of domain names thereby also opening the door to more domain name disputes. Often times, people register the domain name not realizing that it’s someone’s trademark name.

Be careful when you’re registering your domain name that you don’t infringe on the trademark. When registering a domain name, make sure you do a trademark search.

Before you register your domain name, go to the United States Patent and Trademark Office website and search. But, things can get complicated. Better yet, speak with an attorney that does trademark searches. With one click, they can search everything. It may cost you money to have an attorney search the name for you but definitely less headache than you ending up being sued.

Is your podcast protected?

The moment you created the podcast, it’s protected by copyright law. If you did register it and someone decides to post it elsewhere without your permission, the statutory damages for copyright infringement can cost up to $150,000!

Rebroadcasting your podcast

Be careful with your agreements otherwise you could be signing over your copyrights to the company. Be careful about what you’re signing.

When you’re hiring a designer, make sure the designer hands over the rights to it.

Connect with Kendra via email kendra@supralegalgroup.com and visit their website www.supralegalgroup.com.

Or tweet her @KendraStephen

Kendra’s Major Takeaways:

“Create your own content. It is so easy to copy and paste from someone else’s website and you don’t want to do that. If you must use someone else’s information, get their permission in writing.”

TSE 042: How To Become A Top Influencer on Facebook with Amy Porterfield

Amy Porterfield - The Sales EvangelistHave you ever thought of using Facebook for your business? Well, you are not the only one. I have had many conversations with individuals about this subject. Some of them have seen tremendous success and others have not. With this disparity, I wanted to find out more from a Facebook expert.  I reached out to Amy Porterfield, and expert who has seen tremendous success and shares a great deal of information. Here are some of them:

  • Selling on Facebook is a journey. It requires strategy to effectively grow your customer base.
  • Use Facebook to grow your list.
  • Look for opportunities to offer great information to your followers.
  • Seek out ways to create relationship with your followers/customers.
  • Local businesses can check out “Facebook Offers” to get their name out there.

Resources that Amy Porterfield shared: Jon Loomer  to learn about Facebook Graph Search. B-School is a program to help entrepreneurs with their business. Facebook Marketing Profit Lab is Amy’s 6 week course that offers a deep dive into using Facebook to grow your business. FB Influencers  is a $97.00 intro Facebook course that Amy offers. My wife and I are taking this course and are seeing a   significant difference with our Facebook engagement and growth.

 

Stay Connected To Amy:

Facebook.com/AmyPorterfield

www.amyporterfield.com

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