Accelerate Podcast with Andy Paul
August 16, 2017

#542. How to Make Content Marketing Work for You. With Drew Neisser

Drew Neisser, Founder and CEO of Renegade, a leading marketing agency, joins me for the second time on this episode of #Accelerate!

KEY TAKEAWAYS

[2:49] Drew says the single biggest challenge that sales reps face today is the convergence of content, social, purpose branding, and storytelling, and the varying theories of how they work. Reps are overwhelmed, and forget the basics.

[3:34] Pick up the phone and call someone. Drew answers his own phone, and it doesn’t ring that often. It is easier to contact executives today than when they had administrative assistants that tore up messages.

[5:10] Andy also answers his phone. Drew will not talk to callers who do not prepare with knowledge about him and his needs. Andy gets emails from people wanting to be on his podcast, with no evidence that they had ever listened it.

[8:01] Don’t flood inboxes. Do your homework. Emails are still generally poor, despite the tools available. Drew talks about a webinar he hosted, where the attendees just didn’t get it. He shares a personal example of a nurturing connection.

[11:44] Andy read in a manuscript that content marketing doesn’t reach decision-makers. Drew disagrees. Executives read a lot, but they may not read your content. They read for value. You and your content must be credible sources.

[14:23] Drew talks about storytelling. He lists the key elements of a memorable story. He contrasts a memorable story with bad brand storytelling about product, and how so many get it wrong. Drew gives tips for incorporating stories in marketing.

[17:24] There are simple frameworks for storytelling; if they are too complex, the rep usually has trouble with it, and the prospect usually doesn’t relate. Drew says to add emotional hooks that entice the prospect to meet with you again.

[21:30] Andy cites a Content Marketing Institute report saying less than 40% of marketing companies find success with content. Drew lists reasons for underperformance. Quality and a unifying story are lacking, and the writing is poor.

[23:19] Quantity matters. A post does not stand alone, no matter how great its content. It needs to be promoted. It takes work. Drew cites Jon Ferrara of Nimble, as the rare case of solo success. Most will need a campaign.

[26:11] Organic social marketing will not grow your company. You need strategic paid ads on social platforms, timed with email newsletters, and cold calling.

[27:26] The first goal of any content marketing program is to capture new names. Drew tells the story of his own experience testing newsletters with Social Media Explorer blogsite. More choices led to fewer clickthroughs!

[30:14] Drew talks about how he expanded the group, and then opened a Facebook group for them with unique content.

January 21, 2017

Using Social Media in Your Sales Process. With Philip Calvert. #361

Joining me on this episode of Accelerate! is my guest Philip Calvert, social media sales expert, and social media sales strategist, based in the UK. Among the many topics that Philip and I discuss, are Philip’s journey from financial service sales to social selling strategist, how LinkedIn gives salespeople a public face, how to use LinkedIn effectively and politely, and how social media can build bridges, but cannot close sales.

KEY TAKEAWAYS

[5:10] As the founder of a networking site, Philip received invitations to speak about social media, not only for financial services, but for law, accounting, pharmaceuticals, etc.

[7:41] When Philip asks audiences  if they know why they’re on LinkedIn, hardly any hands go up. Unless you have been trained on it, you’ll never fully get the best out of it. LinkedIn is the website for your personal brand. People buy people.

[11:02] Everybody, in every organization, is potentially a salesperson. The social media philosophy of a business must be extremely clear, and in a policy book. E.g., “We encourage everybody to get involved, but don’t do anything stupid.”

[12:48] It starts with training people how to build a professional profile. Make sure to have a good photo and some human interest on your profile. List your interests in the Additional Information section, as searchable keywords, separated by commas.

[18:32] The ‘loose connection,’ concept includes connecting with everybody possible, except spammers. What does Philip say is the main function of social media?

[22:41] Social media can distract you with shiny new tech. “Give that a go,’ is not a strategy. Have a strategy about which platforms to use, and how, to create conversations, which can build relationships.

[26:24] Most people never bother to customize the LinkedIn connection request. Do it! Always connect from a person’s profile page, not from the LinkedIn suggestions list, so you can see their interests, to customize your note.

[28:04] What does Philip advise you to do when you get a notification that someone viewed your profile?

[31:43] Use courtesy and common sense to determine the best way to start building a relationship with the person you find on LinkedIn. It may be through LinkedIn, or it may be to pick up the phone, or send an email.

October 10, 2016

Best Social Marketing Practices for SMBs. With Jeff Korhan. #275

I’m excited to talk to my guest on this episode. Joining me is Jeff Korhan, host of This Old New Business podcast, speaker, trainer, and author of a great book, Built•in Social: Essential Social Marketing Practices for Every Small Business. In this episode, Jeff shares some of his best practices on social marketing, including how to take that first step to define and implement your social media strategy, what it means to own and design your own market in this digital age, and how to build your business around your audience.

 

May 24, 2016

On Accelerate! Now: Episode 162 with Joel Comm. 5 Key Social Media Trends That Sales Needs to Embrace

Joel Comm is an entrepreneur, the bestselling author of 12 books, including The AdSense Code and Click Here to Order, a public speaker, social media evangelist, and mobile marketing innovator. His specialty is using social media such as Facebook and Twitter to help companies market and sell their products and services. In this episode, Joel discusses the five major social media trends that will have an impact on your sales efforts starting in 2016. Among the exciting topics we discuss are:

• How sales reps can use live streaming to build effective relationships with prospects.

• Why having fun with a social platform is a better measure than ROI.

• How to use Snapchat to tell a compelling story that engages your prospects.

• Virtual reality is coming fast and it will revolutionize how you sell.

April 25, 2016

On Accelerate! Now: Episode 141 with Corinna Essa. How Small Biz Can Use Social Marketing to Increase Sales

Corinna Essa is President of the Australian company, Social Media Worldwide. She is an expert in showing small businesses how to use social marketing to drive traffic and leads online to sell more products. In today’s episode, Corinna and I discuss the range of common missteps business owners encounter when it comes to the challenges of building an engaging social media presence that helps drive new business development. Among the many topics we tackle are:

● What companies should do to make social media work for them

● What are the biggest mistakes small to mid-sized businesses make in their social marketing efforts?

● How to turn your cold traffic into warm leads.

● How small businesses should use social media to nurture relationships with their prospects.