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:
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:
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.
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.
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One of the biggest issues salespeople and entrepreneurs face with value propositions is the fact that they don’t know what it is. Many times, they mix up a value proposition and a quick 30-second message expressing what you do. Worst of all, sometimes they offer a one size fits all value proposition that may not be most effective to the potential client.
During this episode, I will share with you the difference between a value proposition and a 30-second message. I will also share what each of them are and how you can develop both. Here are some of the highlights from the episode:
What do you do?
Your quick 30-second message tells people what you do, who you do it for and how you do it. For instance, “I work with mid-size HVAC CEO who’s frustrated with slow months revenue, they are concerned that their techs are leaving money on the table and they’re overwhelmed running the business. They don’t have the time or know how to train their staff”.
What is value?
According to the business dictionary, value is “the extent to which a good or service is perceived by its customer to meet his or her needs or wants, measured by customer’s willingness to pay for it. It commonly depends more on the customer’s perception of the worth of the product than on its intrinsic value.”
What is this saying? Well, it’s quite simple. Value varies based on the customer and you can’t cookie cutter it. You can have a clear message of what you do and how you help others. It could ignite some kind of interest by the customer, but it may not be the only thing that will close the sales.
You will need to propose some kind of value. That’s where your “value proposition” comes in place. So how do you find the value the customer needs? That knowledge will come from learning about the customer and understanding what they need or want. In my experience, the most focused your value proposition is to your prospect, the better you are at securing movement and conversion.
What is a value proposition?
According to Jill Konrath, “A value proposition is a clear statement of the tangible results a customer gets from using your products or services. It’s outcome focuses and stresses the business value of your offering.” I feel that a 30 second message speaks to the “what you do, who you do it for and sometimes how.” A value proposition, on the other hand, speaks to “WHY” it matters to the prospect and specifically how you can help.
Here is an example of an effective value proposition: “Jon, I understand that during your slow months of Oct-Dec, you can expect revenue to drop by more than 15% or $40K. In working with other organizations like your (insert their name). We’ve been able to maintain steady revenue year round and, in some instances, increase revenue by 3% by making 3 simple changes with the way they did customer agreement. Would you be open to learning about how this can help you too?”
With a value position like this, you come off more professional. You don’t sound like the typical seller. It shows you know my business very well and thus it is valuable to me. Why? Because as the executive, I’m concerned about making more money and you just proposed a way I can do so. Again, that’s value and you have my attention.
Now that you’ve learned these things, it becomes your responsibility to implement them. Take a few minutes to write out your quick 30-second message and also to start crafting an effective value proposition. Again, the more you know about the customer, the better off you’ll be to giving a killer proposition. I hope that this help you. If you need some help crafting your value proposition, feel free to take advantage of a free 30-minute coaching session with me and I would be more than willing to spend some time with you. As always, I want you to be successful, most importantly, I want you to go out and DO BIG THINGS!!!