The COVID pandemic of 2020 brought so many things in our everyday lives to a standstill, and it brought many of us to our knees. This unprecedented chaos caused us to dig deep; to identify what things are the most important, what things we could let go, what’s really working for us, and what we need to change. The pandemic, although devastating in so many ways, caused us to think outside the box and to make some alterations to nearly every aspect of our lives, not the least of which is the way in which we bring in an income. Women owned businesses are thriving online – let’s explore how below. How COVID Impacted Women in BusinessWhen it comes to our careers, women are at the top of the list of those greatly affected by the COVID “debris.” Women tend to have careers in industries most affected by lockdowns, such as in-store retail, hospitality, and food services. The huge numbers of job losses or reduced hours was a heavy blow to the American women population. Adding to these hardships is the fact that the majority of the additional household responsibilities fell on women’s shoulders, from loss of childcare and the difficulty surrounding tele-education. Women, including single mothers, not only struggled due to job loss, but also struggled with the ability to find other work as their children no longer had out-of-home care or school during the day. However, as with every hardship we face, the ingenuity and resilience of human beings came into play and we found solutions to help us navigate these uncharted waters. How eCommerce Saved the DayDuring the height of lockdowns, many women took to the internet and began selling in their own eBay stores. In fact, 82% of women who did so report selling on eBay to balance the financial hardships they faced. Selling on eBay empowers women to wear all the hats they need to wear, even during a pandemic lockdown. Learn more about the thriving eCommerce women owned businesses in the visual deep dive below: The post How Women Owned Businesses are Thriving Through eCommerce appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/infographic/women-owned-businesses/ The post How Women Owned Businesses are Thriving Through eCommerce appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/how-women-owned-businesses-are-thriving-through-ecommerce/
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We all know the tried-and-true approach of creating buyer personas and buyer journeys when it comes to creating content calendars to fit your content marketing strategy. However, with the influx of content available on the internet, it’s getting tougher for businesses to stand out in a sea of available information. Especially when you’re a business providing B2B services. A 2017 Forrester study reported that 68% of B2B buyers prefer to do their own research. Most recently, researchers are seeing this trend vastly accelerate due to the onset of COVID-19. In fact, McKinsey found that “self-serve and remote interactions have made it easier for buyers to get information, place orders, and arrange service, and customers have enjoyed that speed and convenience.” This means that the content you provide not only needs to be relevant and worthwhile, but also convenient for your customers to access and absorb. There’s a massive shift away from creating content that is gated. Additionally, you need to match the content type to where your buyer is in their journey. Content Marketing Institute’s recent study about what works for demand-generation content in the early days of 2021 found the following: How This Data Impacts Businesses Tending to the early stage and middle stage of the buyer’s journey for your company is critical. Having quality content for the wider audience at the top of your funnel shouldn’t be underestimated. If you take a look at the chart above, you’ll notice that Interactive Content, Blog Posts, Podcasts, and Videos are most effective in the early stage, and Case Studies, E-books, Webinars, and White Papers are the most effective at the middle stage. As you think about the content you’re going to create, matching the best content to the best form for its function ensures that you’re maxing out your budget and your energy. It wouldn’t make sense to create a case study aimed at a buyer persona who’s at the early stage of their buyer’s journey, because it’s only 15% effective. Case studies are a better match for customers who are in the middle stage and late stage. It’s important to note that this year E-books are rated as more effective in the middle stage than in the past. This points to the fact that demand gen marketers are using E-books further down the funnel than in the past. This provides those buyers with content that’s meatier and inculcates trust along the buyer’s journey. Combining Components to Maximize Outreach Studies have shown that we all prefer to consume content in a variety of ways. One technique to address this is to provide information in various forms, or in a combined form. As an example, take a look at this CNC machining masterclass. The course is a combination of video content and written (article) content. It could technically fall under “other types of content,” but truly, it’s a mashup of several. The course also includes downloadable checklists, such as the “Least Effort DFM Checklist for CNC Machining,” for the user to have on hand. This sort of stacked value truly meets the buyer where they’re at and maximizes the early stage and middle stage of the journey. You’ll also note that the course does not require an email address to access it. Buyers have too many emails sitting in their inbox already. By meeting the customer where they’re at, this content is consumable, accessible, and convenient. It hits several of the points McKinsey raised. If you wanted to take a look at a different field, Axero Solutions, an intranet software company, offers case studies that are downloadable without being gated or requiring an email address. However, they also offer various other resources, including an “Intranet University” and multiple e-books and guides. Overall, as content continues to flood the internet, including social media channels, content will need to focus more and more on building a relationship with the customer and meeting them where they are before they realize they have a problem. Quality content can strengthen a relationship with the customer when you’re not around. The post Why B2B Companies Need to Change Their Content Marketing Strategy Immediately appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/social-media-marketing/why-b2b-companies-need-to-change-their-content-marketing-strategy-immediately/ The post Why B2B Companies Need to Change Their Content Marketing Strategy Immediately appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/why-b2b-companies-need-to-change-their-content-marketing-strategy-immediately/ The Secret To Making The Hard Sell Easy written by John Jantsch read more at Duct Tape Marketing Marketing Podcast with Tom Stanfill In this episode of the Duct Tape Marketing Podcast, I interview Tom Stanfill. Tom is CEO and co-founder of ASLAN Training, a global sales enablement company appearing nine consecutive years in the Selling Power Top 20. Since 1996, ASLAN has worked with many Fortune 500 companies, training more than 100,000 sellers and leaders in over 35 countries. Tom is also the author of a book called unReceptive: A Better Way to Lead, Sell & Influence – launching in November 2021. Key Takeaway:Today, people are distracted, overwhelmed, and isolated – because of this, there’s been a massive decline in receptivity to another sales pitch, call, or email. And the harder you try to sell, the greater people tend to resist. In this episode, I talk with CEO and co-founder of ASLAN Training, Tom Stanfill, about his new book – unReceptive:A Better Way to Lead, Sell & Influence. He shares why the receptivity of an audience is far more important than the power of the message, and offers a solution that is a sharp contrast to traditional approaches to selling. Questions I ask Tom Stanfill:
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Like this show? Click on over and give us a review on iTunes, please! John Jantsch (00:00): This episode of the duct tape marketing podcast is brought to you by the MarTech podcast, hosted by Benjamin Shapiro, brought to you by the HubSpot podcast network. Ben’s episodes are so awesome. They’re under 30 minutes. They share stories with world-class marketers who use technology to generate growth and achieve business and career success. Ben is a great host. I’ve been on his show. He’s been on my show. He always really digs down and gives you actionable stuff that you can take away and do. And he’s always bringing up new stuff. The science of advertising, how to figure out what to automate, just things that marketers are wrestling with today. Check it out. It’s the MarTech podcast. Find it wherever you listen to your podcasts. John Jantsch (00:52): Hello, and welcome to another episode of the duct tape marketing podcast. This is John Jantsch. My guest today is Tom Stanfill. He’s the CEO and co-founder of ASLAN training, a global sales enablement company appearing nine consecutive years in the selling power. Top 20, since 1996, ASLAN has worked with many fortune 500 companies training more than 100,000 sellers and leaders all over in 35 countries. Actually, he’s also the author all over the world. Well, I use, I probably gotta be the same thing. He’s also the author of unreceptive, a better way to lead, sell and influence. So a welcome to this. Tom Stanfill (01:34): Thank you, John. I was very excited to join your podcast after I know you’re a prolific author and those excited to meet you. So thanks for having me on. John Jantsch (01:42): So some people in listening to the intro might think this is the guy that’s trained a hundred thousand sellers. So we have him to blame, huh. But, Tom Stanfill (01:50): And to solve that problem, one of our biggest clients, Merck actually agreed to endorse the book because they want their customers to know that they sell differently, but they’re focused more on serving themselves. We are trying to change the way people sell. John Jantsch (02:06): Uh, a big idea. I think that you’re trying to propose in this book, it’s certainly contained in the title itself. Unreceptive. I wonder if you could talk a little bit about how you’re using that in the context of selling just as really our main line definition for now. Tom Stanfill (02:22): Yes, it’s, it’s a problem that’s been growing rapidly over the last probably decade is that as the tsunami of information that we’re customers are receiving, they’re just getting overwhelmed. I think the increase has been five X in the last couple of decades. And as information, the exposure of information, the customer’s receptivity has continued to decline. And so we keep developing new and better techniques to try to win the customer over. But it only works on this shrinking group of people who are open to what you’re talking about, who are looking for your solution, where customers are now moving more and more to the internet, the information is available to them and they don’t want to talk to sales reps. So Kenzie did a study recently that said the number of customers who want to talk to sellers when evaluating a solution has dropped 120% last three years. So receptivity is on the decline. And here’s the thing that was the main premise of the book selling doesn’t work when you’re talking to people that are emotionally unreceptive actually backfires. John Jantsch (03:24): Yeah. And I do want to get into that, but let’s talk about what we mean by selling to is this idea of receptivity before I’m even going to take a phone call or an email or even talk to you, has to be done or does it also carry through to do I trust you enough to make you my solution provider? Is it every step below Tom Stanfill (03:43): Every step, along the way from the moment you reach out, either via email, the first sentence you write to all the way down to the, obviously to the end of the sales process, where you’re trying to ultimately win an opportunity receptivity, she continue to build. And if it doesn’t, you’re not going to. And so the traditional approach where people are just learning to make their business case and learning to communicate their value prop and learning to differentiate their solution, all of those things are really good. But if the customer is not receptive, it just doesn’t work. John Jantsch (04:13): So does the value proposition go out the window? Do we not have to have that? Or are you just saying, you’re not going to give, you’re not going to get the chance to actually communicate it if you’re not receiving Tom Stanfill (04:23): Or they won’t believe you. Yeah, probably the best way to think of it as it is this way is there’s two dimensions of selling those. The customers that is the soil has to be fertile. I talk about it as the seed versus the soil. If a farmer wants to grow a vibrant crop or successful crop, they start with the soil. The soil is not fertile. Then the seed doesn’t matter. And the same is true with the customer. If the customer is not receptive, then your message, the seed doesn’t matter. So your message being the value prop will never be received or been planted if you will, and braced, if the customer’s not receptive. And so we’re all about how do we create a fertile soil? And then at the same time we want to enhance the way we deliver our message. So that’s really the main point of the book. And we just talk about how do you continue to create a fertile soil and develop, develop that perceptivity all the way to the close. And the other thing is you could also have a receptive customer and you could lose the receptivity by how you interact with them. John Jantsch (05:19): Sure. So let me ask you this. What role does marketing play in making a Salesforce more? Tom Stanfill (05:25): It was a good point. You talk about sales. A lot of salespeople aren’t receptive to selling because they don’t, they know they’re going to get rejected. They know that the typical approach isn’t going to work and marketing plays a role in that. But the main thing we work with marketing on is how to change, how they’re delivering their message. So the best way to get the attention of the customer prospect is to talk about what’s on their whiteboard and not talk about your solution. We’re constantly teaching sellers about the solution. We want you to sell more of a certain solution. We want you to get more meetings. We want to expand your footprint in the account. We want to move from selling this to selling that. So what does sellers lead with? They lead with their solution. Marketing talks about all the benefits of the solution. What’s unique about this, and that’s all really good, but to create the fertile soil or receptivity, you need a first lead with what’s on the decision-makers whiteboard. If you want to get the decision-makers attention, you need to talk about something that’s on their whiteboard. And so that’s where we start with marketing is how do we reposition the messaging in a way that the customer embraces it? John Jantsch (06:25): So I get ’em as I’m sure most people do. I get all manner of pitches today, essentially cold calls, some in the form of email, LinkedIn requests and the challenge. I think somebody like myself and certainly most people, even if they are trying to solve problems have is that one in 25 of those, maybe the answer to my prayers, but I don’t have time to figure out if that’s the case. So, you know, so I’m guessing in a lot of ways, what you’re suggesting is how do you become that one and how do you clearly become that one in 25? Tom Stanfill (06:58): Exactly. Or maybe let’s say the 25 or reaching out to you. And actually you may need the services of five, but you’re right. Rejected four of those five and only listened to the one because of the way they delivered the message. But yes, that’s ultimately is what we want to do is we want to describe the problems the customer has. And if we can change the way we communicate, because all they’re doing is they’re deleting the metal less than 2% of the emails were even red. So we’re just the people we’re just deleting the messages. We’re not getting our messages through. So like an it company reaches out and says, Hey, I have it services. And so they start talking about their it services versus they need to talk about what is the problem that you have that ultimately will lead them to the it service or the solution that they offer. John Jantsch (07:38): So how does, you mentioned that the idea of what’s on their whiteboard, how do I get a peak at that? How do I know what’s on their Tom Stanfill (07:44): Great, great question. If it’s a very strategic account and for a seller, who’s calling on a company that they obviously it’s worth investing the time they need to, they need to do a little bit of research before they reach out to the decision maker, or at least the person they think is a decision maker and gain that insight. And so they versus guessing if it’s not a strategic account, they need to look at the profile of the people they serve. If you’re serving a VP of manufacturing, there’s only three or four things that are on the VP of manufacturing whiteboard. And if you get to know and understand that profile and become a student, you can get either way, you’ve got to lead with something that’s important to them. John Jantsch (08:23): Yeah. And I think one of the things that just always I scratch my head is that a lot of people are taking stuff that’s on their whiteboard and they’re putting it on LinkedIn and Facebook and other places, and clearly sending signals up. And it just always amazes me when people don’t take the time to at least familiarize themselves, even vaguely with what might be. Tom Stanfill (08:44): And I think that comes from the idea that we start we talked about at the beginning of the podcast is because the market’s shrinking, they’re speeding up and trying to send more messages instead of changing what they’re doing. They just have to send more messages. So you’ve got to work harder. Similar messages spend less time and are the premise of the book is if you’ll stop and study your customers and prospects and learn more about them and change your approach, you’re going to, you’re going to open up your market and you’re going to be more successful. And we’ve tested this. We’ve, there’s actually three elements to how you position a meeting. We’re talking about that element of the sales process. I’m trying to get a meeting and prospecting. There’s really three elements of effectively position, a meeting we started. We talked about you first want to lead with their point of view. Tom Stanfill (09:29): It’s just another way of saying their whiteboard. And then you want to communicate disruptive truth, something, an unknown truth or unknown principle or unknown stat about a better way to solve their problems. And that’s one of the reasons also the decision makers aren’t meeting with sellers because they feel like they have nothing to say, but you have nothing to say. I don’t real decision makers. Don’t meet with sales reps because they’re just going to represent their info, their products. And they go, I can get, I get that information from the internet, or I can get somebody else to get that information, but you can’t really help me solve a problem. You can’t lead me cause you don’t know where to take me. And so by communicating a disruptive truth, you’re demonstrating that you’re, you’ve got some thought leadership and you’re worth following. And then the last is what unique what’s what do you offer that unique? Tom Stanfill (10:14): What’s we call it proprietary benefit. What’s the thing that you own that can, did you do differently than everything else. And it might be how you do it. It may be what you do, but what do you do? That’s different. And I’ve had some emails that sometimes I get up that are very effective, like from marketing firms. And they’ll say we can generate leads for you. And they’ll describe my problem. Like great. And then they’ll communicate maybe something a little bit disruptive or a little bit that they can do about how to better generate leads, but then they don’t tell me what they do differently. Right? And so I read it, but I don’t engage all of this to say, when those three elements are together, we’ve tested it. And we’ve seen a 366% increase in response rates where people will respond. John Jantsch (10:57): So, so does this necessarily change how a sales person has to not just prepare, but if somebody’s going to be able to, in some ways, challenge somebody with a strategic question, perhaps that they’re not even thinking about. Cause what, to me, what are the most successful things somebody can do is help me understand a problem. I don’t really understand fully that I have, but that doesn’t that right off the bat being a typical salesperson has to be, I’m struggling with how to propose this question. You’re not necessarily smarter, but they just have to be a higher level of thinker. Don’t they? Tom Stanfill (11:35): I don’t know if they really have to be smarter. Here’s the thing that a sales person has anybody they’re calling on, or maybe a resource that they have that everybody they’re calling doesn’t have. If you’re a typical sales rep, how many decision makers are you talking to your customers? You’re talking to in a month, if you just ask one or two questions every month, it’s everybody you talk to and you just focused on learning from them. And what do most people don’t know about a better way to solve their problem. And you started to share that you would be somebody worth following. John Jantsch (12:10): You’d have the playbook. Wouldn’t you have Tom Stanfill (12:12): A playbook. If you said, look, what’s on your whiteboard. If I’m talking to anybody, I’m calling it as if I were selling to you, John, and as a consultant author, you have a whiteboard. And every time I talked to you, I talked to 50 authors and marketing experts and consultants. You would have a problem and you would have a whiteboard. And I would see that there are three or four things. And then I would how’d you fix that problem? And then I would learn, okay, most people don’t know that. And so then I would start sharing that knowledge. And so really sellers need to be more of a decider of information, distill it down and then share it. They’re too focused, typically on the pro on the solution that they offer. And that’s, what’s on their whiteboard and what are the talking points because that’s their comfort level. And again, they’re trying to speed up the number of messages they sent. Here’s my email. I’ve got my email and I just gotta write it on changing names. Let me put on a couple of things. I’ll send more and more of those. And it’s just like, John Jantsch (13:08): And now let’s hear a word from our sponsor. I talk a lot about tools and strategies to track customer loyalty and satisfaction, whether it’s predicting consumer behavior or diagnosing the many Watts, hows and whys of marketing, the HubSpot CRM platform has customizable solutions to help your business go from why not to what’s next. I love all things, duct tape, as you know, except for when it comes to a CRM platform and CRM platforms are either over-engineered or clunky and unreliable costing you more time and money than they’re worth a HubSpot CRM platform means that you have purpose built solution. That’s tailored to your business and your business alone. So whether you’re just getting started or looking for a robust system, HubSpot is flexible and customizable, meaning it scales and grows as you do with new features like business units, association labels, permission sets, and more HubSpot admins can tailor their accounts like never before and now with sandboxes admins have access to a production like account, allowing them to test iterate and experiment without risk. Learn more about how you can customize your CRM platform with HubSpot at Hubspot.com. John Jantsch (14:17): I think I know the answer to this, but I’m going to tee it up for you. How important is listening then become? Tom Stanfill (14:22): Yeah, so really receptivity starts reels receptivity starts in discovery by validating the customer decision makers point of view. Once you get the meeting, you’re going to have more influence by articulating and validating their point of view than what you say when you really know how, what we call, take the trip and leave our point of view, which we’re comfortable with. We understand our point of view because when you’re influencing, there’s always two points of view. Are there otherwise you’re not influenced. Influencing means you want to change belief. Most people think of selling is kind of relationship management or fulfillment, but if you’re really going to create demand and you’re going to influence people and change the way they see the world and influence them on book, changing, how they’re planning on doing something, there’s going to be two points of view, their point of view and your point of view. Tom Stanfill (15:07): And if you can leave your point of view and take the trip and see their point of view, we call it and think of it as there’s two, you think of one person’s on the north pole and the other person’s on the south pole. So you have these two kind of polarized points of view. If you can leave your position, take the trip and articulate their point of view. And they say exactly, you know, John, here’s what I understand. You’re saying that this is what’s important to you. And this is what’s unique about your organization, unique about your challenges. And then you say exactly, that’s when influence begins and then they will take the trip and see your point of view. Or you may find out actually, I really can’t help them. And that’s fine. John Jantsch (15:47): Traditionally, a great bit of receptivity happens. Face-to-face because we connect somehow. And my dad was a bag carrying salesperson all his life. I remember him used to say, he’d walk in an office and he’d see pictures of the kids. He’d see the golf trophy. He had all these connection things right now that we’re doing this in zoom meetings and email and how, how different is virtual selling than face-to-face. Tom Stanfill (16:12): Yeah, it is much more difficult to create that intimacy virtually than it does. You know, that had happens face to face. There’s a lot more immediate trust and relationship typically. But if you’re eye to eye, I was thinking about driving car and how you interact with people on the highway versus how you interact with them, that you’re standing in line next to them. So there’s definitely a different level of intimacy. And we’ve recognized there’s about five main barriers to selling virtually. And that’s actually something we talk about in the book. If you can address the receptivity challenges, you can do it. It works either where you’re face-to-face or over the phone, honestly, or virtual meeting, like a lot of the things that you do to create receptivity, like taking the trip and validating their point of view. You have to be better at asking questions. Tom Stanfill (16:57): You have to be better at responding. You have to be better at reducing pressure. You’ve got to be better at how you articulated position your either your recommendation. So all those advanced skills are required virtually and they may not be required. Face-to-face for example, if you’re in discovery, one of the most difficult things is to uncover the truth. It’s like to get people to really tell you what their informal decision drivers like. Here’s what I really care about. Not the formal stuff that they tell everybody, but the stuff they lean in and say, okay, really, really don’t know what we’re doing. And I know I had a decision-maker tell me that he goes, I’m not a really, I’m not going to be a good buyer here and I’m not going to be go shape very well. I just come to tell you, it’s almost like I’m going to quit this adversarial relationship. I’m just going to open up and that’s what we ultimately want to happen. And that’s more about how you ask questions and how you respond. And if you can, that well virtually you can do it anywhere. Yeah. John Jantsch (17:53): So as I listen to you talk about the things you have to get better at to be more receptive as a sales person. I’m wondering if this may be actually could just be a great communication skill, a way of life. I think even write about it in a book. How, how have you presented that idea, particularly as you start working within training, maybe in some cases, some unreceptive groups of salespeople, how do you get them to use that as a lever to say this would make you a better person as well as a better? Tom Stanfill (18:22): Yeah. I love that question. We always start a session off workshop offers. There’s nothing more important than your relationships, right? You’re never happier than your relationship. So everything we teach in our workshops and in this book is also improved your relationship. My ability to take the trip with my wife and have the oh moment and go, oh, that’s why you feel this way and feed it back to her. And she says, exactly, that improves my relationship. That creates intimacy. That creates empathy in me. My, my ability to make a decision about who’s first, because here’s, that’s a simple thing. Like the decision you make before every meeting ultimately determines what’s going to happen in the meeting, because either you are the most important person in the room, you’re the hero of the story or I’m the hero of the story. That’s always true. So stopping and deciding if I’m going to be what I call other Senator self-centered drives our relationship. Tom Stanfill (19:18): And so all of the things that we talk about in the book, except for some things like how to handle rejection objections and things like that, practical models, almost all the principles apply to our relationship and our personal life. So matter of fact, one of the things we say is what works in life works here is that if you don’t apply it at home, it won’t actually work at work. You can’t turn it on, turn it off. There is no on and off switch to being effective at interpersonal relationships and effective and influence and the most influential people do it all the time. Yeah. Yeah. That’s very important. Like I was washing the dishes the other day that I’d worked a 17 hour. It was a 17, 14 hour day and we had some people over and I just was watching the dishes cause I was just wanting to help. Tom Stanfill (20:01): And my wife had worked hard to nail all that stuff. And a lot of times I cook, we share, but I was watching the dishes and I found myself wanting to be appreciate, Hey, I’m washing the dishes after this long day. Do you appreciate me? And I remember thinking, that’s the worst way to get somebody to appreciate you is to tell them to appreciate you. So that’s a concept we talk about in the book about dropping the rope instead of pulling the rope and trying to force people to do things. But when I dropped the rope, she’s the open and free to be able to communicate to me whether she appreciates me or not. And so it’s the best way possible for us to have a relationship versus controlling and trying to get her to do something. And that enhances our relationship. There’s a personal example for you. John Jantsch (20:43): Yeah, no, that’s awesome. And while a lot of, I think there are people that are naturally more receptive and they guess what, they’re probably better salespeople, but what I’m hearing you say of course, is that you can teach this, but it has to actually become a life skill and not just a workout. Tom Stanfill (20:59): Yes. Yeah. It can. It can not also speaks to motive. If I’m trying to learn these things, just to manipulate other people, it will backfire because motive is ultimately transparent. And so if you’re, we all know when someone’s working. So they like, well give me these tools and these cool techniques so that I can then go leverage them to manipulate. But if it becomes who you really are, it’s going to work in life. It’s going to work in your personal life and at work. John Jantsch (21:25): Awesome. Thanks for something by the duct tape marketing podcast, tell people where they can find out more about unreceptive and the work that you are doing with sales folks, Tom Stanfill (21:33): Beautiful or the best way to check out the book is unreceptive book.com. That’s got all the information either about the book and of course you can buy it on Amazon or any place the books are sold. It doesn’t come out until the 9th of November. So John Jantsch (21:50): Kind of point when you’re listening to this, yeah, it will be available November 9th, anywhere you want to send them to learn about your work. Tom Stanfill (21:57): As on training.com, Azlan our organization’s looking for sales training and wants to improve an organization’s ability to get more meetings, convert, more prospects or grow accounts, go to Ashlyn training.com. Awesome, John Jantsch (22:13): Tom. It was great to catch up with you. Hopefully we’ll see you one of these days out there on the road. Tom Stanfill (22:17): Thanks John. John Jantsch (22:18): All right. That wraps up another episode of the duct tape marketing podcast. I want to thank you so much for tuning in. Feel free to share this show. Feel free to give us reviews. You know, we love those things. Also. Did you know that we had created training, marketing training for your team? If you’ve got employees, if you’ve got a staff member that wants to learn a marketing system, how to install that marketing system in your business, check it out. It’s called the certified marketing manager program from duct tape marketing. You can find it at duct tape, marketing.com and just scroll down a little and find that tab that says training for your team. Scroll back to top Sign up to receive email updates
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This episode of the Duct Tape Marketing Podcast is brought to you by the HubSpot Podcast Network. Original source: https://ducttapemarketing.com/making-the-hard-sell-easy/ The post The Secret To Making The Hard Sell Easy appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/the-secret-to-making-the-hard-sell-easy/ Social media is a powerful way to build your brand. But it can be hard to know where to start and what you should say on each platform. This article will cover six strategies for using social media as a branding tool that every business owner should know about! Use Social Media to Connect with Other People in your FieldSocial media is a great place to connect with people who share your interests and passions. You can make connections, build relationships and even find clients for your business through social media sites. But, when it comes to networking in person, most of us are losing how exactly to do that! That’s why I recommend taking some time out each week or month to focus on building these types of connections online first rather than spending all your energy trying to network offline, hoping that they will lead somewhere later down the line. This way, you can get comfortable talking with people about what matters most before meeting them face-to-face, which is always much easier said than done! To become more comfortable connecting online using social media platforms, try writing a few posts about industry-related topics and sharing them on your professional Facebook page. This will allow you to see what resonates with people in your field, which can help you create content later that they are sure to find valuable! Create a LinkedIn Profile that Highlights your Skills and ExperienceLinkedIn is not just for job hunters anymore. According to Social Media Today, the average user spends approximately 17 minutes per month using LinkedIn’s publishing platform. That means there is plenty of time available each week or month for business owners who want to build their brands through blogging on this site. To get started, all you have to do is make a profile associated with your brand name and start creating unique content relevant specifically to professionals in your particular industry. Creating a profile that includes your business name, logo, and even an image related to the industry you are in will help build brand awareness on LinkedIn, which can lead people back to your website or blog! If you’re not sure what type of content makes sense for publishing on this platform, check out some posts similar to yours. Then try adding those ideas as new topics for yourself, so they become part of your regular blogging schedule. Once you get started, be sure to share these posts on other networks like Facebook and Twitter because more eyes there means more opportunities. Offer Free Advice on Social MediaIt can be hard to get in front of your target audience. But, when you’re trying to build a brand, one thing that helps is establishing yourself as an industry expert by sharing knowledge with others online. That starts on social media sites like Twitter and Facebook because both these platforms allow you to offer advice for free! Twitter makes it easy through its tweet chat feature. It allows users from all over the world to join together virtually every Tuesday night to talk about topics relevant specifically to small business owners who want more exposure and engagement on this network. To participate, just sign up using TweetChat, type #SBMchat into any search bar during the designated hour, and start adding commentary related to most people in your field. If you have a Facebook page for business, then another great way to get in front of people is by hosting a weekly Q&A session on this platform! You can use the free tool from Meet Edgar or any other similar application that allows you to schedule posts and track engagement. Once it’s set up, all you have to do is ask questions related to industry problems and post links back when users answer them correctly. It may sound simple, but answering these questions will help build brand awareness while also giving potential customers an idea about your knowledge level. Share Posts about what you are doing at WorkThis may seem counterintuitive, but it’s a very simple way to build brand awareness online. Sharing posts about what you are doing at work or even over the weekend lets people see another side of your personality that they might not be able to do in person. When users consistently follow these types of posts, they will become more familiar with who you are as a professional because sometimes that matters most when making connections! This is also an easy tactic for brands looking to share industry-related content, too, since followers often don’t want lengthy blog posts after long blog posts—they just want short bursts of information. Write Blog Posts for your Online PortfolioOne of the best ways to build brand awareness is to show potential clients what you can do in content marketing. That’s why it makes sense for bloggers, social media managers, and marketers who want to get hired to write blog posts relevant specifically to target audiences they know well! This tactic will help them establish themselves as industry experts because when people make buying decisions, one thing that always happens first is research. When a potential client searches for a topic you’re an expert on, your post can be one of the first results they see. Writing blog posts specifically targeted toward users in this audience will help build brand awareness which could lead to new business opportunities! If you want more information on writing for clients, check out our article about content marketing strategies here. The five strategies we’ve discussed can be used to build your brand on social media. Using a company like Brandstyle Communications can help you with your brand. Whether you’re looking for a way to improve engagement, grow followers, or attract influencers, these tips are sure to provide some inspiration that will help you get started! The post 5 Social Media Strategies To Build Your Brand appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/social-media-marketing/5-social-media-strategies-to-build-your-brand/ The post 5 Social Media Strategies To Build Your Brand appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/5-social-media-strategies-to-build-your-brand/ Throughout history, traditional marketing and advertising have led the way. In fact, they were the only way. Magazines, newspapers, print ads, billboards, radio spots, and – more recently – TV ads have been relied upon to do the heavy lifting. But since the mid-2000s, that’s all changed. The growth of the internet gave way to the rise of digital marketing, and the rest is history. While digital marketing has certainly paved the way for greater reach and more cost-effective engagement – something that’s critically important for small businesses with limited budgets – there’s still one big challenge: integration. More specifically, small businesses must learn how to properly integrate different digital marketing services for a cohesive and consistent message. What is Integrated Digital Marketing?Integrated digital marketing is precisely what it sounds like. It’s the process of blending multiple digital marketing services into a single strategy that allows a business to intentionally deliver the right message to the right audience using the best mediums and platforms for the job. Though every integrated digital marketing strategy looks slightly different, it typically includes elements like web development and design, search engine optimization (SEO), content marketing, video production, social media, pay-per-click (PPC) advertising, etc. Tips for Flawlessly Integrating Digital MarketingThe biggest challenge of integrating digital marketing is figuring out what to focus on. With so many different moving parts (and a limited budget), it’s tricky to always know how to proceed. But at the end of the day, the goal is to keep things focused and consistent. If you can do these two things, success won’t be far away. Here are some additional tips: 1. Get Clear on Your BrandIt doesn’t matter if it’s traditional offline marketing or digital marketing; you can’t be effective with digital marketing if you don’t have a clear identity. Everything starts with this foundation. You need to get clear on your mission, values, and goals. And we’re not talking about stale corporate boilerplate information about changing the world one widget at a time. We’re talking about a tangible expression of what you want for your customers. In other words, what dream are you trying to help them achieve? 2. Create Detailed PersonasIt always starts with your brand. But once you have the bedrock of your brand figured out, it’s time to quickly shift gears and start thinking about your audience, who they are, and what they want. This is best done through the creation of detailed personas. A detailed customer persona digs into the demographics, hopes, dreams, expectations, and preferences of your audience. The average brand will have three to five different personas. And while there will be some overlap between them, each effectively operates independently. The goal of an integrated marketing plan is to utilize strategies that allow you to reach each without compromising on brand consistency. 3. Choose Your ServicesWith so many different digital marketing services, it’s impossible to do everything at once. The best approach is to choose a few of the services that you believe will generate the best ROI and then go from there. If you’ve done a good job of mapping out your brand and creating detailed personas, it’s a lot easier to choose which services to integrate. For example, if your audience is 55-plus, you’re probably not very focused on TikTok as part of a social strategy. Facebook, on the other hand, will work well. 4. Measure and OptimizeYou can’t take a set-it-and-forget-it approach to integrated digital marketing. It doesn’t work like that. Digital marketing is dynamic – constantly evolving and iterating as the months pass. You must be willing to do the same. The key is to track and measure each element of your marketing strategy using robust analytics and key performance indicators. Based on the analysis of this data, you can continually optimize your approach – sticking with what’s working and ditching that which doesn’t. Adding it All UpDigital marketing is the way of the present and of the future. But if you’re going to excel in this arena, you have to figure out how to integrate the right services, while blocking out any noise that doesn’t help you move the proverbial needle for your brand. Once you reach this sort of clarity, results are the natural byproduct. The post How to Properly Integrate Different Digital Marketing Services appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/digital-marketing/how-to-properly-integrate-different-digital-marketing-services/ The post How to Properly Integrate Different Digital Marketing Services appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/how-to-properly-integrate-different-digital-marketing-services/ In the many social media platforms that are currently booming, Instagram is one of the social media that has very fast user growth. Then why is the growth of Instagram users so fast? Instagram has found new ways to share content across its platforms and make user experiences engaging. Instagram also now has more influence over all its users who might have used snapchat in tandem with its own app, reducing the need to use both and streamlining this layer of users to its own service. Another virtue on Instagram is also encouraging more content sharing and giving it a chat element to its app, allowing it to compete with all other direct messaging platforms. Innovations like these are the reason for Instagram’s sudden growth. Instagram RevivalInstagram is the perfect app for sharing content through visual imagery. This makes content creative, engaging, and fast-paced. And it also has a different feel to other platforms, with a focus on visuals rather than words. This ability to capture a younger, more creative audience is sounding alarm bells for large companies looking to advertise on social media. With high usage, there will definitely be an increase in interest to advertise in the app. However, competition will mature and businesses will have to find creative ways to compete with their competitors in the visual world of social media. Leveraging Instagram For MarketingInstagram is a visual platform and thus products in general it is easier to market any service on instagram. But services are not impossible to promote in the app, finding interesting ways to bring your services to life will attract the attention of Instagram users. Instagram is mostly a mobile app, so content should be easy to read and constantly updated for mobile data-hungry demographics. Instagram stories are an excellent way to participate personally with your audience, which last only 24 hours. The stories should be used to keep potential customers updated daily about their business and reveal the content behind the scene so that users feel as if they were part of the company. One of the most powerful ways to increase Instagram growth to prepare your marketing efforts is to use instagram growth service. Why should you use Instagram growth services? Because by using the help of Instagram growth services that are made for businesses, individuals, and creators, it becomes more practical. How Powerful Is Instagram Influencer Marketing? The more methods and strategies to monetize the platform and the increasing number of users and consumers it has. Instagram is a place where you can share your moments with your friends and followers, and that’s why Influencer Marketing has become Instagram. How Instagram Growth Service WorksIn one of the Instagram growth services that are currently popular. There are several steps in implementing how it works. Instagram growth service is a third party application that engages from your Instagram account on your behalf. They follow other accounts, comment and like to increase your account presence on the platform. The goal is to like-follow-comments from your account so that other people like-follow-comments on your account. Most of these services have bots that automate engagement from your account. Basically, when you pay them and share your account details with them, you leave your Instagram account the property of several bots and algorithms that decide who you follow, unfollow, what you like, and what you comment on. Using these Instagram growth services you can definitely get more followers, since they promise. But, followers, perhaps / perhaps, not real. They can / can not not participate with their account. As soon as you stop using the service, you will notice that your followers have stopped growing up for your new Instagram publications and your commitment is the same as before. We tried to use one of the services to promote multiple posts and then we stopped using the growth service and made posts to check if there was an increase in engagement, and there was no big difference. This could work for some accounts that use it consistently for months, but in short, you’ll still be dealing with fake engagements and accounts for most of the time. Another consequence of using this service is that your posts become less discoverable on Instagram. The Instagram rules prohibit aggressive behavior on the platform. Is It Important To Use Instagram Growth Services?No. Buy Instagram followers, get a false commitment and increase rapid growth is always a no-no. If you really want to reap the benefits of an thousands of followers, then create one. Only when you get real followers and real interactions can reap the benefits of it. If you do not want to be deceived by false numbers Followers on Instagram or growth services that have true followers, then check the hypeauditor and detect true followers of false followers. The HiPeuditor will help you get an in-depth audit of anyone who has a account account and helps you make the right decision. Benefits of Instagram Growth ServiceInstagram growth services appoint a dedicated team of Instagram Marketers experiencial to help grow their account exponentially. Since attracting more Instagram followers to increase commitment, Instagram growth services are beneficial for social enterprises. Get more Instagram followersInstagram growth services regularly follow or like pages of potential or influential customers. This increases your chances of getting more followers. These tools help track relevant accounts of Instagram and liabilities for liabilities. It helps filter your account daily and get real and active Instagram followers that are interested in your brand. Increase the commitment of the audienceInstagram bots are automated tools offered by Instagram growth services that can involve your audience, direct traffic to your website and increase sales for your business. Most companies and brands use Instagram bots to save their time and effort. In addition, Instagram’s growth service optimizes its hashtags, and publish subtitles to impart Instagram users. It also helps generate high quality potential customers by adding a call to action on your profile profile. Instagram followers love receptive and conversational brands. Instagram growth service help keep the conversation to build a reliable relationship with your audience. In addition, it responds to comments that increase the commitment of the audience. Design your pageInstagram is a visual platform and if you do not like graphic design, the design of your Instagram visuals can be challenging. Here, Instagram growth services can help create striking visuals. This service offers a variety of topics, formats, illustrations and photos that you can use to design your Instagram page. You can configure color topics for your publications, choose between a variety of visual and video signals so that its content is involved and get involved. Track your current status and progressNever lose track of profile metrics using Instagram growth services. With this analytical tool, it can trace the rate of growth, the commitment of the audience, the traffic of websites, tastes, comments and the general scope on Instagram. All these metrics provide useful information on how your profile is being performed. Using the IGS tracking service, you can change your social marketing strategy at each stage for more Instagram followers, increasing brand awareness and generating income for your business. Instagram automationOne significant benefit of Instagram growth services is that it is fully automatic, which helps save a lot of time from valuable time. Using automated services, you can grow your account when you find some of the best sites to buy Instagram tastes and get the best results from them. The post Why Is The Growth Of Instagram Services Increasing? appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/social-media-marketing/why-is-the-growth-of-instagram-services-increasing/ The post Why Is The Growth Of Instagram Services Increasing? appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/why-is-the-growth-of-instagram-services-increasing/ Attempting to print attention to your product in a digital market can be challenging, especially when the traditional demand for some products has been hands-on for many years. With shopping moving to a digital platform, advertising and marketing your products over the competitor is more keyword and audience targeting strategy. Below are four important ways that you can improve your overall marketing online and generate your desired audience. Focus on Social MediaIt is free to make an account, and you can advertise on multiple platforms. No matter what kind of product you have, there is an audience to reach on one or more of the numerous platforms available. Whether it is Instagram, Facebook, Twitter, or Tiktok, you can create content, statuses and make posts that show up in your audience’s news feed so that they interact. Staying updated with these posts and generating content regularly lets your audience know that you are active. A quiet social media page does not get a lot of interaction. It is suggested that you seek help from a social media agency in Manchester to provide you with your best needs. Paid AdvertisingYou can move to a minimal amount of small advertising on these social media networks that generate your product ads. Based upon other relevant searches or similar product pages that viewers interact with, the algorithm will determine which of these customers fit your potential audience and generate an ad for your product to show up on their news feed. These ads are not free, but they come at different time offerings, so you can pay a minimal amount to interact with customers who may not otherwise have engaged in your post. Keywords and SEOIt takes just a few seconds for customers to go to their web browser and search a few keywords when looking for a product. They will choose their location, the type of product, and maybe a few different characteristics regarding the product. For example, if someone were looking for a diamond gem alternative that still carried the quality of the diamond, they would be met with the Moissanite Co. about their gem options that replicate a diamond. They can get these gems cut in the most popular diamond cuts, have them repaired, and even be offered a warranty and insurance on the pieces. Add A BlogOne of the most remarkable ways to grasp your customers and keep them is to offer an online conversational piece blog format. You can offer tips and advice regarding your product or even launch conversations regarding new products on the horizon. Many successful blogs use this as a way to reconnect their mission with their customers. You can get your customers passionate about your product and see you as one of the leading experts in your particular industry. While these four tips are meant to assist with your online marketing, they all take time and effort to succeed. You will need to interact on your website and your social media platforms to maintain these strategies regularly to maintain your clientele and reach your maximum audience potential. The post Taking Online Marketing To The Next Level appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/digital-marketing/taking-online-marketing-to-the-next-level/ The post Taking Online Marketing To The Next Level appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/taking-online-marketing-to-the-next-level/ Is Facebook Still a Useful Play for Small Businesses written by John Jantsch read more at Duct Tape Marketing You may very well be asking the question posed in the title of this post because you’ve been following the recent damning Facebook whistleblower testimony, or maybe you’ve just had this sinking feeling for several years. While I don’t think being on Facebook is at this point detrimental to a small business brand the way it might be for a publicly traded company the question is – Does it still make sense for a small business from the standpoint of meeting business and marketing objectives to invest time and money in Facebook? In certain instances, maybe but with several big caveats. Do you already have a decent following, and do you already have substantial engagement? Without both, time spent posting on FB will have little impact now and certainly in the future – far too many small biz folks jumped into Facebook and mostly posted uselessness, and FB is making them pay for that. (Literally) For at least five years now, I’ve been preaching about the need to post fun, fascinating, and culture-based stuff for organic reach and then pay for business and sales reach. For most small businesses today, Facebook has taken away organic reach and made paid reach so much harder, more competitive, and more expensive. So to me, the question becomes one of priorities. There are probably five other more practical uses of time and money for most small businesses, so make the choice and stay focused. In general, social media platforms see us as part of the product, not as customers of the product. They have realized that they need us here clicking, scrolling, and commenting to grow the product. But unfortunately, they’ve also learned that they can amplify this activity by appealing to the worst in us in many cases. And that’s the real problem. t doesn’t matter whether you believe the details shared by the whistleblower or which side of the political chasm you fall on – the future of social media is based on this dynamic and probably does not bode well for small business growth. When considering platforms today, we must consider a prospect’s research intent – Facebook is set up today in ways that might work for someone selling polarization and opinion in noisy ways. But is someone considering a plumbing project because they happened to be scrolling through the noisy newsfeed? Are they clicking on ads for the plumber because the ad is so much more compelling than the ad for skittles that they just saw? I don’t wonder much about either of those anymore. Facebook can have a place for small businesses, but not one that comes before creating a better customer experience, discovering how to grow and scale with existing customers, or finding ways to generate referrals. For most of the folks we work with, social media, in general, is a lazy and misleadingly costly way to market. It’s time to let it slide, not as a political statement but as a marketing priority. Original source: https://ducttapemarketing.com/facebook-still-a-useful-for-small-businesses/ The post Is Facebook Still a Useful Play for Small Businesses appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/is-facebook-still-a-useful-play-for-small-businesses/ Why You Should Start Your Own Podcast Today written by Sara Nay read more at Duct Tape Marketing
Agency Spark Podcast with Nick Nalbach The Agency Spark Podcast, hosted by Sara Nay, is a collection of interviews from thought leaders in the marketing consultancy and agency space. Each episode is designed to spark ideas you can put into practice for your agency today. Check out the new Spark Lab Consulting website here! In this episode of the Agency Spark Podcast, Sara interviews Nick Nalbach. Online business owner and host of the Nine-Five Podcast, Nick Nalbach aims is to help others achieve financial freedom. He interviews successful entrepreneurs and business owners, and shares his own strategies and tactics to help aspiring entrepreneurs break free from the 9 to 5. Questions Sara asks Nick Nalbach:
Learn more about Nick Nalbach:
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This episode of the Agency Spark Podcast is brought to you by Monday.com, a powerful project management platform. Monday.com helps teams easily build, run, and scale their dream workflows on one platform. I personally am a user and big fan of Monday.com – I start my workday pulling up the platform and spend my day working within it for everything from task management to running client engagements. Learn more about Monday.com at ducttape.me/monday.
Original source: https://ducttapemarketing.com/why-you-should-start-your-own-podcast-today/ The post Why You Should Start Your Own Podcast Today appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/why-you-should-start-your-own-podcast-today/ Are you trying to get hired? Many young professionals today, especially Millennials and older members of Gen Z, have really struggled to get a foot in the door when it comes to stable employment, despite often being overqualified for the roles they’re applying for – and, simultaneously, roles with extensive responsibilities and requirements have come to be labeled “entry level,” and come with equivalently low pay. Often, professionals need a master’s degree just to get an interview for a basic office job. There are clearly a number of problems at play in this situation, many of which can’t be solved by individuals, but that’s not much of a comfort if you’re looking for a role you’ll actually want to stick with for more than a year or two. So, while you’re stuck with current economic conditions, one thing you can do to boost your odds of getting hired is to develop high-value skills, and do so without going back to school and taking on tens of thousands more in student debt. Soft Skill: SalesWhile a lot of traditional, local sales jobs – think, the neighborhood insurance broker or even old-school door-to-door sales – have gone the way of the dodo, sales is still the heart of every business. If you’re not closing sales, you’re not turning a profit. Look for opportunities to learn more about how to develop leads and close sales and includes those skills on your resume. Even though there are a lot of true entry-level jobs that can help hone this skill, many white-collar managers will weigh this kind of sales training more heavily than someone who learned to close a sale while working at Home Depot. Identity: Find Your NicheOlder generations may mock the millennial and Gen Z impulse to create a personal brand, but realistically, this is just part of living in the social media age, and you may as well use it to your advantage. Find a niche where you can build a more extensive skillset, start a blog, and identify yourself with a particular specialization. In the past, professionals built this kind of identity on the basis of the roles they were assigned or projects they handled, but as you can learn more about here, this kind of independent personal branding can actually help you tackle both traditional job interviews and entrepreneurship. Your personal brand is the launchpad for whatever type of life you want to build. Hard Skills: Tech ExpertiseAmong the most in-demand hard skills in businesses today are those under the tech heading, and we don’t just mean being better at using GSuite and Slack than older coworkers. No, companies are desperately in need of professionals who know their way around mobile app development, audio and video production, and artificial intelligence. Cybersecurity has also been struggling with a sizable skills gap, and professionals with these competencies can essentially write their own ticket. Mindset: Flexibility And FreedomWhile you may not be able to put these on your resume, if you’re going to thrive, or at least survive, the current job market, you’re going to need to stay flexible and be okay with being your own boss, even when you don’t want to. This is one of the major pressures of contemporary work: as popular as entrepreneurship is among a subset of young professionals, there are a lot of millennials who don’t want to be their own bosses. They know what happens when your whole life is devoted to the hustle, and they don’t want it. Accepting work as a contractor, freelancer, or even temporary entrepreneur may be the cost of building your professional brand and a resume that attracts employers. And, until then, stay focused and ignore all of the advice you’ll surely receive that fails to reflect the current job market. It may be meant helpfully, but the times have changed, and it’s important that your professional development efforts reflect that. The post Your Resume Today: 3 In Demand Skills appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/digital-marketing/your-resume-today-3-in-demand-skills/ The post Your Resume Today: 3 In Demand Skills appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/your-resume-today-3-in-demand-skills/ |
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July 2022
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