Sigh! It can be incredibly frustrating to feel like the vision you have for your business is moving excruciatingly slow. You have zillions of brilliant marketing strategies. The problem is there is never enough time in your day to execute or manage it all.
I have found the biggest cause is from something called the Marketing Strategy Execution Gap. You need more soldiers on the ground to deploy multiple marketing strategies to free you up to shine as Chief Visionary.
You probably already tried outsourcing to a marketing agency only to be disappointed with the results. According to digital.com, 76% percent of small business owners report facing marketing challenges.
The core challenges of marketing fall into these 5 areas:
Generating traffic and leads
Training your team to generating traffic and leads
Lack of resources (budget / people / time)
Hiring talented people
I mean, starting a business is hard enough. Can’t leads just come you? You have a great business idea, right? You should be overwhelmed with leads, right?
After All, There are amazing musicians who, based on their genius of talent, should be worldwide superstars. But instead, they starve and struggle for decades because they were never ‘discovered’ by record labels who can market the heck out of them.
Your genius business idea is no different. Doing all the marketing yourself should no longer be an option.
As the visionary, how will you close that ‘Marketing Strategy Execution Gap’?
Option 1: Outsource your marketing to a bunch of freelancers or to a marketing agency.
Option 2: Hire your own in-house marketing team.
Which is better for you? …
I’ve rounded up 10 small business entrepreneurs to weigh in with their opinion on this decision. Find out the pros and cons they have experienced with outsourcing vs hiring an in house marketing team. At the end I will also share my own experience from everything I have tried over 26 years of being an entrepreneur to help you make a more informed decision for yourself.
Ambroise de La Gorce shares, “Outsourcing and in-house marketing both have their pros and cons. Each option can be better than the other in different situations depending on numerous factors, including type of management, marketing tools used, sprints management, business stage.
In my opinion, outsourcing at the very beginning of the business can offer more flexibility. Recruiting in-house is necessary when the product/market fit is validated, to give more stability to the business. Then outsourcing 20% of the team or so when scaling the business can be interesting to gather the resources we can hardly find on-site.”
Kerry Maybank shares, “I mostly do my own marketing, but I have team members that are great at marketing and create more of the significant pitch documents for us. I’ve received free advertising by doing interviews with the media.
My company does not have employees. We have team members. People come onboard with exceptional talents in particular areas of the business that significant interest at the time. Sometimes we provide equity if the need is that great or we barter and provide their companies something in return based on our expertise. It keeps costs down, and creates mutually beneficial relationships, while increasing the exposure of our firm.”
David Murumbi shares, “We keep our marketing in-house because it allows us to harness our own data and learn to understand how our customers interact with our business. Combining marketing customer data, building segments, and then activating those segments in your communication is something that really draws growth.
Peter Rigas shares, “You need both. You need in house because no matter how much you pay an outside agency or group of freelancers, no one will care about your business or know your products/services better than you and your staff. However, there is so much to manage and oversee that you need outside agencies that specialize in the various verticals.”
Mark Walerysiak Jr. shares, “I’m early stage, and do all the marketing myself (at the moment). I could see the benefit of outsourcing particular tasks related to content / SEO. The more weedy stuff. But when it comes to telling compelling on-brand stories I would prefer to have someone inside the team and as close to the product as I am. When you eat, sleep, and breathe a product (and not worrying about other clients), you can communicate much more passionately about it in just about any form, and I think the audience can pick up on that. So the preference would be in-house if it’s doable.”
Laurie Kessler shares, “My marketing needs are managed with both internal and external resources. Our internal team has a great deal of experience in marketing and PR – so we can typically tap into our own knowledge and experience for basic initiatives like drafting corporate communications and pitches, social media posts, email marketing, etc. We outsource for marketing tactics outside of our areas of expertise, or if our bandwidth is tight – such as more complex social media campaigns, SEO and digital advertising.”
Gary J. Nix shares, “I’ve always done my marketing in-house. I’ve only worked in or ran marketing companies, so outsourcing my marketing would be really weird.
The one piece of advice I would give entrepreneurs that feel weary about or otherwise unable to fully carry out marketing duties, is to still be involved. As a consultant, part of my job is to learn as much about my client’s brand as possible because the person or people leading the business know the most about their brand. I can help a client focus. I can help a client develop. However, no one can create someone else’s brand on their own.”
Staci Schweitzer shares, “As a new one-woman consultancy, I’m doing it all right now — marketing and business development as well as everything else involved in the business!
Honestly, while that requires more time and effort from me, I think it actually helps build trust and is part of my business values. With me, it’s personal, and my clients know that they can trust Blue Moss for personal dedication and utmost quality.”
Keith Kirkpatrick, Principal & Founder of 4K Research & Consulting, LLC
I have done all three options throughout my 26 year journey owning 4 different businesses. I once did all the marketing myself. But I quickly found that not to be the best use of my time as the Chief Visionary and Strategist. Just because I know how to do the marketing, doesn’t mean I should be the primary person executing it all. So, then I spent many years outsourcing to freelancers. While it’s a good choice for one time projects, the danger is you end up spending way too much time vetting and project managing freelancers, which prevents you from acting as the Chief Visionary and Strategist. The other common pitfall with outsourcing is the temptation to hire the lowest priced freelancer. Like with anything else … you get what you pay for. You risk super sloppy mistakes and oversights that cost you your brand’s reputation. Here’s an example a realtor friend of mine forwarded me. She subscribed to be on an email list from a marketing provider in her industry … to her surprise here’s what the email read:
My realtor friend was so confused! …. Here she thought she was signing up to let this marketing company do her social media posts and email marketing for her. Instead of getting info about the done for you marketing services she was expecting, an email template and an email from a weight loss company came instead. Certainly people do make mistakes. But, when you outsource to the cheapest provider, sloppy mistakes just seem to occur in high frequency.
Marketing is not a mindless task any monkey can do.
When I exhausted my patience for chronic sloppy mistakes from outsourced VA’s and freelancers I decided to let go the reigns and hired a marketing agency to take care of it all A-Z. I hoped outsourcing the majority of my marketing to an agency would remove the project managing off my plate. I hired Several different agencies, but in each experience I didn’t see the ROI to renew. Instead, I discovered the project managers who were assigned to me were skilled at project managing (which is a good thing), but so many critical details got missed because they weren’t skilled enough in all things marketing. [CONTEXT] There are many great marketing agencies out there who have highly skilled marketers as project managers, but these agencies are often geared to Enterprise size clients, not so much for the SMB community.
What I do now, and my advice to other SMB’s (small-medium business owners) is the 70-20-10 mix.
70% of our core marketing is done in-house
20% is outsourced (one time projects or a specialty area we don’t have in house yet)
10% still is done by me (like recording videos, giving interviews)
I finally found the key to taking project managing off your plate as a small business owner is to make sure the project manager is a well trained Full Stack Marketer.
Ok … there you have it. You just heard from 11 of us about our experiences and opinions on whether it’s better to outsource your marketing or hire your own in-house marketing team.
Whether you decide to outsource or hire in house, the next set of decisions you’ll need to make are things like:
Who should you hire first?
What’s the going rate for this and that?
What is the best marketing strategy they should be implementing for your business?
Where can you go to find marketers who know what they’re doing?
What should you look for when hiring your marketing person/team?
My answer to all of the above questions is this:
I would answer all of these questions differently depending on each unique business owner, bandwidth, budget and brand. If you want to get clarity on best way for you to eliminate the marketing strategy execution gap in your business why not take me up on my free offer? For a limited time, I am offering a FREE 45 Minute Strategy Call to help you work through this.
FREE THE WIZARD
Click the link below and Eliminate Your Marketing Strategy Execution Gap!
QUESTION: What other questions would you add to the list of 5 above? Share your comments and questions below.
Listen to Yoon Cannon’s Interview with Author Weston Lyon
It’s my pleasure to introduce to you today, Weston Lyon, author Stop Chasing Prospects and nineteen books, Also, he’s one of the only authors to ever write nine books in eleven months.
In addition, Weston is the Founder of Plug & Play Publishing: a Pittsburgh-based, authority-positioning company that teaches coaches, consultants, speakers, and other education-based service providers who fear rejection and being treated like low-level sales people how to stop chasing prospects and instead position themselves as authorities in their fields and get prospects to start chasing them by writing a book to grow their businesses.
In this audio interview Weston and I talk about excerpts from his book on questions like:
What is an authority and why is it important to become an authority?
What are the 3 steps to position yourself as an authority?
How do you become an authority?
What are the 5 factors to demonstrate your authority? … and more
Stop Chasing Prospects Book Description
Every entrepreneur I know – big or small, new or seasoned, struggling or successful – focuses their attention on ONE, main challenge they face in their businesses every single day: generating more leads and converting more sales.
After all, that’s what our businesses are really about, right? Yes, we’re in business to help and serve our clients. But without leads and sales, we have no business. Without leads and sales, we don’t have enough money to survive. So, if generating more leadsand converting more sales is the main problem most business owners face today, how do we solve that problem?
Well, most entrepreneurs’ answer is to track down more prospects and beat them into submission. I’m here to tell you that while that’s an option… it’s an annoying and ineffective option at best. We don’t need to chase more business. Instead, we need to STOP CHASING PROSPECTS and get prospects to start chasing us.
In this book, you’ll learn…
The fatal difference between being a real authority and being seen as a real authority (this subtle nuance could cost you tens of thousands of dollars!)
The secret to positioning yourself as a unique, interesting authority, so prospects ignore your competition and see you as their ONLY choice
How to ethically and intelligently leverage and demonstrate your authority so prospects start chasing you
Exclusive Bonus for Interview Listeners:
Find out in the interview how you can receive a digital copy of Weston Lyon’s brand-new book, Stop Chasing Prospects: A Simple, 5-Step Formula to Help You Quickly Establish Trust, Confidence, And a Powerful Authority Position So Prospects Chase You (a $19.95 value) – absolutely free!
Special Offer (All Proceeds Benefit the Agape Africa Fund)
If you want to donate $20 to receive the paperback version of Stop Chasing Prospects. All proceeds will benefit the Agape Africa Fund, a non-profit organization providing resources to support the missionaries and their medical work in and around Bongolo Hospital in Gabon, Africa. For more information about Agape, please visit: www.AgapeAfricaFund.org.
QUESTION: What is your #1 biggest challenge when it comes to prospecting for your business? Please share your comments and questions below.
Are you struggling to motivate your team, especially during the summer months?
Sometimes as a business owner with employees you can feel more like a babysitter. The good news is … it doesn’t have to be that way. There’s lots of great team motivation ideas you can try this summer to transform your high maintenance employees into high performing teams.
You just need a few great ideas to implement. In fact, I want to open your mind on how you can do that even while you are away on your own summer vacation.
Studies have shown that your biggest “a-ha” moments often occur when you put yourself in a different environment – – away from the daily grind of working in your business. That’s why it’s so important to take a vacation to rest your brain (even if for just a day or two)…
So, while you’re taking a much needed respite away FROM your business… but there’s one ingredient I want to offer you that can help you achieve much needed breakthroughs FOR your business… even WHILE you’re away on vacation this summer.
But if you want a breakthrough you need to percolate your brain with new questions from a fresh outside perspective. That’s why I’m inviting you to a free weekly 30-Minute Laser Coaching Clinic– that kicks off on August 7th.
It’s called TEAM TALK TUESDAYS at TWELVE
This is a limited time offer. So, hurry and check it out.
I’m dedicating 4 Tuesdays — Aug. 7, 14, 21 and 28 to help you build your dream team (my summer gift to you!) SIGN UP HERE Whether you have 1 or 20+ employees on your team this is your opportunity to discuss your biggest team challenge right now. We’ve received lots of great questions already like:
How can I motivate my employees?
How can I build sales accountability for my team without having to use complicated CRM systems?
How can I train my estimators from being order takers to generating their own leads?
How can I unload more work off my plate without it boomeranging right back to me?
When is the right time to bring on a new hire?
Where can I find the best admin hires who I don’t have to spend a lot of time training?
And more …
Listen to Last Week’s Team Talk Tuesday Call Here:
Here’s a replay of Team Talk Tuesday Call #3
When you sign up I’ll send you the link to my private conference line. This means you can join the call from your computer or call in from your phone.
During the 30-minute coaching clinic you’ll get a chance to get some laser coaching on your specific challenge when it comes to developing high performing teams. And … even better … you’ll get both myself and business broker Paul Visokey of Stony Hill Advisors.
I’m offering this for free, for a limited time only … so if you’re hungry for a breakthrough in your business … this is a no-brainer baby step towards building your team and blowing up your business!
Yoon ~ PS. Friends don’t let friends struggle alone. Know a business owner who is wearing too many hats? …. Forward them this blog article and invite them to join us for TEAM TALK TUESDAYS at TWELVE (12 noon EST)
I am a big believer in the importance of building credibility and trust over time with your prospects throughout in order to shortcut your sales process — sounds counter intuitive, right?
With so many commercials, ads, emails, notifications and other non stop interruptions that bombard today’s consumer, people need to hear about your business 12-24 times just to remember who you are. (Yeah, sorry if that number sounds high to you).
They need to keep hearing and seeing your brand consistently month after month, so when they are ready to buy, you are the brand (and brand promise) that stays top of mind for them. But, I always still get the question from business owners asking me,
“Isn’t there a shortcut?”
Well, yes and no – 😊
Yes, there are tactics you can use to shortcut your sales process, but that does not mean you should eliminate the consistency factor in staying top of mind to your prospects.
For example, one of my clients sells and installs security systems for businesses. A great triggering event for him is following news about universities announcing a new facility expansion. A triggering event for people like executive coaches is an organization going through a merger. M&A is ideal since managing change is always a turbulent process where a company’s executive team would benefit from executive-leadership coaching.
These are two examples where targeting triggering events like these increases the success of outbound marketing tactics like picking up the phone, email marketing, and/or direct mail.
But, did you know you can also use triggering events for inbound marketing? — meaning your prospects are the ones who take the initiative in finding you. Let’s say you sell software solutions to HR Directors. Instead of exhausting hundreds of hours trying to market to HR Directors at large, an example of inbound marketing is where you create what I call a “pillar blog post” that compares and reviews the top 2 or 3 competitive products + yours. HR Directors who are researching software brand comparisons indicate they are actively looking to buy. So, it makes smart sense to zero in on those who are in the research stage.
But, you have no way of following up on them if you don’t have a system that converts your blog reader into becoming a subscriber (lead). This simple tactic, done right, will transform your website from being a cost center into becoming a profit center. That’s why you want to have something called a ‘content upgrade’. So, at the end of the ‘pillar blog post’ you offer a free irresistible download which they receive in exchange for entering their name and email.
Here is an example of a blog post I published that contains a content upgrade that generatestargeted leads for my business on auto pilot.
Thoughtfully planned content upgrades is a great lead generation tactic that automatically segments where you prospects are in the buying cycle.
If you don’t have a pillar blog post or content upgrade offers, positioned to hot triggering events, you’re missing out on having your ideal clients knocking on your door (which, I may say is soooo much nicer!) Without inbound marketing, you’ll have to keep knocking on doors (outbound calls, emails, direct mail letters). If you’re fine with that — great. But, if you are ready to turbo boost your marketing efforts, you have got to include inbound marketing tactics in your strategy.
Since you’re looking for shortcuts — the fastest way to launch this effectively is to get expert help.
Whether you want ‘done-for-you’ … ‘done-with-you’ …. Or you want us to ‘teach-you-how’ Sign up for a complimentary Inbound Marketing strategy session to help you determine the best solution for you.
PS. One of the triggering events for my business is when an entrepreneur decides they want to get serious about growing their business. That’s the time to graduate from reading free tips and advice to taking action on strategies based on your unique business. If that sounds like you … let’s talk.
A lot people I talk to think they need to be spending a ton of time to attract clients on LinkedIn. But, in my experience when you know where to spend your time and what to focus on, you can accomplish a lot in little 15 minute spurts.
LinkedIn is a great resource for marketing your business to help you attract clients on LinkedIn with ease. And it’s free. I used to spend $50,000/year in advertising. I love that all the marketing I do on LinkedIn is free!
Here are 12 tips to help you attract clients on LinkedIn in just 15 minutes a day.
1. Send 10 LinkedIn invites to continue to grow your network of your ideal clients and potential strategic referral partners. The more people you have in your network the easier it becomes to attract clients on LinkedIn. I noticed more prospects responded to my LinkedIn activity once I hit the 500 connection level.
2. Research 1 or 2 potential clients. This will help you target your services and they’ll be impressed by what you know about them.
3. Post 1 tip. Choose 1 tip to share that solves a common struggle among your target market. Like bees to honey your tips shared consistently attracts clients and draws them to you while building your thought leadership.
4. Scan and search for relevant LinkedIn groups to join. If you want to attract more clients on LinkedIn be found where your best prospects are. As of this writing (May 2018) I have found that the overall effectiveness of posting a new discussion inside LinkedIn groups have has shrunk quite a bit. Although there has been less engagement in LinkedIn groups, joining targeted groups is still a useful tactic to help you get connected with members inside the group who share targeted interest.
5. Keep a friendly eye on your competition. Watch what your competitors are up to from their LinkedIn activities and what they post. This will give you a good idea about how you can differentiate yourself from them and add value in your own unique way. *You probably want to change your settings to anonymous prior to viewing their profiles.
6. Improve your profile. Your LinkedIn profile will either make a great impression or a terrible one. You don’t want people to be confused as to who you help, what you do and why you’re different than your competitors. Remember, a confused mind says ‘no’. Go through your profile and make sure everything is complete, up-to-date and you’re communicating the right messaging. Read it as if you were a potential client or partner and notice what they would see.
7. Recommend 1 person in your network. One great way to get recommendations is to give them. Be thoughtful about who you give them to though. You should recommend those people who you have experienced their services.
8. Request 1 recommendation. Don’t just do great work for others. Ask them to recommend you as well. The best people to approach are those who already know, like and trust your work. There is a limit to how many people you can request recommendations from at one time. And you can’t ask someone more than once to recommend you if your request is pending. I know many of my own clients have told me what attracted them to me on LinkedIn was reading my client recommendations.
9. Leverage LinkedIn messaging. When you have a few minutes to kill, use the LinkedIn app on your smartphone to send and respond to messages. LinkedIn Messaging allows you to communicate with other LinkedIn members that you’re connected to. On LinkedIn, you can only message your 1st-degree connections (and, within group pages, fellow group members) for free. If you aren‘t connected, you always have the option to send an InMail. Next to each person’s photo you’ll see a green dot that lets you know they are online and on LinkedIn, which means people tend to message you back right away.
10. Create a quick video. Yes, you can create a video in just 15 minutes if you get out of the perfection trap. Smartphones have great video cameras which already has easy options to upload straight to YouTube from your phone. Just talk for 1-2 minutes where you can share a couple of quick tips. Then you can upload your video right from your phone straight to your page on LinkedIn. What attracts clients on LinkedIn faster is giving them the ability to feel like they can “meet” you even when you’re not available in person.
11. Share your comment on 1 or 2 LinkedIn posts in your feed. Ideally, you should look for posts on topics in your area of expertise. This is a great way to network with people and add value to conversations. Look for discussions that solve the problems of your ideal clients. When you add to the conversation, you’re showing the depth of your thought leadership on your topic and that not only attracts clients on LinkedIn the day you posted your comments, but even long after since your connections (and everyone else’s connections who commented) will have that post show up in all of their feeds as well.
12. Ask for an introduction. You can search LinkedIn for specific job titles as well as specific companies and geography and LinkedIn will show you a list of results and whether they are a 1st, 2nd or 3rd degree connection. It will also tell you who you are connected to who is connected to the potential prospect you wish to be introduced to. So, who makes a great strategic referral partner for you? Who is the ideal client / decision maker? You can find them all on LinkedIn, find how you’re connected to them and just ask for an introduction. It’s really that simple and easy.
If you’re currently not getting a steady flow of new leads and new clients from LinkedIn you’re stepping over $30,000, $100,000, even $250,000+ in new business. It makes sense then, to invest in getting expert help.
Since you’ve gotten this far in reading my blog post on how to attract new clients on LinkedIn I want to reward you with $300 OFF my LinkedIn Quick Start which includes a private Profile Makeover session with me PLUS access to LinkedIn quick start video training. This offer is normally $397, but here’s the link where you can grab it for only $97
Many clients have gladly paid me well over $10,000 to help them leverage LinkedIn and they’ve still reaped well over 10X the return on investment.
I only have limited spots in my calendar to work with people at this ridiculous low offer. The link above will disappear when spots get filled up, so be sure to take action now and start to attract clients on LinkedIn while you can.
QUESTION: What do you think is stopping you from unleashing the power of LinkedIn marketing for your business?
A lot of advisors today are still relying solely on traditional methods of business development — like asking clients for referrals, cold emailing and networking.
The problem is not the method, but the call to action used with the method. Often times you’re asking your network and your clients to invite their friends to book a consultation with you. It’s no wonder why the sales cycle takes so long and yields a disappointingly low response rate.
Whether you’re an attorney, CPA, coach, consultant, financial advisor, attorney or fitness expert there is an overwhelming number of other advisors in your category competing for your prospect’s attention.
So, how does one stand out among so much competition?
The key is to focus on building your reputation as the clear go to expert in your field.
When you build your expertise:
Prospects are immediately pre sold on you before they even speak to you.
Prospects are calling you instead of you needing to go prospecting for clients.
You can also command higher fees when you get known as the high level expert.
Those are 3 great reasons to building your expertise isn’t it?
Yet, this marketing advice has been missed by so many advisors who end up spinning their wheels simply networking at coffees and lunches or buying more ad space. Instead of thinking about your marketing plan as “advertising” as an advisor you want to think about your overall marketing plan more like “educating.”
Keep in mind that the job of advertising is to to simply bring attention and awareness to who you are. It’s pretty difficult to build your expertise inside an half page ad space, but you can do this easily with the unlimited free space you have at your disposal with a blog.
Educating your target market is not only free, but it also serves a key role to attracting more traffic to your website.
Be generous in sharing your thought leadership, your insights, your pet peeves — your unique perspective.
Advisors who are stingy (or paranoid) about sharing your knowledge are the ones who end up being regarded as a commodity.
Here are 5 ways to implement this marketing advice, so you can leverage your advice to quickly attract new clients with ease.
1. Start blogging.
A blog is an article that is written in your voice as if you are having a personal conversation with your prospect one on one. You publish your blog on your main business website under it’s own tab labeled “blog”.
Blogging is an opportunity for you to leverage your time while reaching a much larger audience. Here are four great reasons you should start blogging:
Blogging builds equity into your marketing assets — like owning a home versus paying rent each month. When you publish your blog article, since it lives on the internet forever (unless you unpublish it) your message continues to reach new people month after month … year after year.
Blogging is also one of the easiest and fastest ways to get found on the internet by those very people who are looking for an expert like you (which is an SEO marketing advice tip!)
Blogging is also a great way to fuel your other business development tactics. If you’re using a free consultation or an “apply now” lead generation approach, you’ll see higher response rates if you first drive advertising, networking, social media updates to specific blog posts. This is an important bridge step that introduces a cold audience to you and warms them up. You’ll see a much higher response rate to your free consult or apply now invitation once you give them time to know-like-trust you through your valuable blog posts.
Blogging is an easy way to showcase your thought leadership and build your reputation as the go to expert in your field. You can even republish your blog on your LinkedIn profile as long form articles where you’ll receive even greater visibility and reach than from just your website traffic alone.
So, now that you’ve decided you will commit to blogging, what should you blog about?
2. Brainstorm a blog editorial calendar.
It can be pretty daunting to stare at a blank paper and expect to whip out a great blog article every week. So, break up your blogging process in tiny bite size pieces. First, just brainstorm a list of ideas on topics and titles you could blog about.
What are the top 10 most frequently asked questions you hear from your prospects and clients?
What are the top 10 myths your target market believes about your topic that you can debunk?
What are 10 pieces of bad advice you see others giving in your industry?
What are 10 questions your prospects SHOULD be asking you?
What are 10 things prospects should be looking for when choosing the right (fill in the blank)?
See how quickly you can come up with your first 50 title ideas with just these thought joggers alone?
Here are 3 different examples:
If you are a CPA you could answer questions like:
What’s the latest tax advice for maximizing cash flow and profits for small business?
How to do a profit and loss statement for small business
What is a general ledger?
Pros and cons of sole proprietorship, LLC or sub S corporation
If you are a physical therapist you could answer questions like:
How long should you rest from a sprained ankle?
My son thinks he can tape his injured ankle and still play in the game. Is that a bad idea?
What are the best exercises to strengthen weak ankles?
This marketing advice is not just for advisors alone. It also works for all business owners. Let’s say you own a residential / commercial painting business you could answer questions like:
What’s the difference between latex paint and oil based paint?
What is the best type of paint to use for exterior house painting?
What should you do when you see bubbles on your exterior siding?
Ok, so imagine your website being full of answers and advice you give on 20 of these types of questions. I’m sure you can see how that would quickly elevate your expertise in the minds of your prospects.
By simply educating the public (which is what you do anyway when you speak to potential clients one on one) you are marketing yourself while being seen as the go-to expert in your field.
Building your expertise does take work. It won’t happen is just 5 minutes a day. However, it also does not require 5 hours a day either. After all, most of your work-week should understandably be spent in serving your clients and scaling your business!
3. Re-Purpose your blog for 5X the ROI.
Here is a great way to re-purpose one activity into multiple tactics, so you can reach more prospects through multiple channels. The gem in this marketing advice is by re-purposing your written content you are scaling your reach into audiences that the written word alone would not reach.
Speak your blogs on video. While some prospects are readers and will find your blogs while surfing the internet, other prospects are visual and will find your content while surfing YouTube. Videos are also even more effective at building relationships than the written word alone because you engage more of their senses.
Plus, your personality comes through even greater on video when you speak. Building videos does not have to be expensive. While it’s good to hire a professional videographer for some of your video marketing, you can also create lots of great video blogs right from your smartphone or webcam.
If you don’t like getting in front of a camera or you just don’t have time to shoot a video here is an example of how I converted a blog post into a videowhere I’m mostly sharing my slides. You can also see an example of what the audio version looks like too on this same page:
Speak your blogs on audio. A third segment of your prospects are neither readers nor have the patience to sit in front of a computer to watch videos. For people who are on the go and like to multi task my marketing advice is to reach these folks through downloadable audio mp3’s where they can listen to your advice and get educated while they are driving, walking or doing other activities.
Republish your blogs on LinkedIn as long form articles. With this tip I mentioned earlier you want to be sure you publish it first as a blog on your website, then publish it again on LinkedIn. It’s a good idea to include a note at the end of the LinkedIn version that it was originally published on your specific blog URL.
Publish your blog as a SlideShare presentation. There is a 5th segment of your prospects who like getting a condensed version of your content in a Powerpoint slide deck format. You can hire inexpensive freelancers on sites like Fiverr to convert your blog into beautifully designed Powerpoint slides. Plus, since LinkedIn owns SlideShare it’s another great way to multiply your find-ability on LinkedIn.
Share your blogs, videos and audios on social media consistently throughout the year. Once you publish your blog people searching your topic will be able to find your article online (more so when you learn how to optimize your blogs for the right keywords), but you can drive 10X more traffic to your blog post when you promote and re-promote your content over and over throughout the year.
Social media is a great channel to share the links of each blog, video and audio on sites like LinkedIn, Facebook, Twitter and Google Plus. Once users see the value you bring, you can get them to follow you and also share your content with others.
Every time you share a blog post or other types of updates on your social media your post appears in your network’s feed which is like having your ad appear (for free!) in the daily newspaper that gets delivered to everyone’s front door. You are reaching targeted people in your network as direct mail post cards would.
Except, they’ll want to read your post because it’s not an advertisement in the style of a commercial. They read your posts because you shared valuable information that educated them.
5. Convert blog readers into email subscribers.
While a some of your blog readers may contact you right away, studies show that 67% of people researching the internet are not yet actively ready to buy. But if they are reading your blog at all you want to consider them as a “warm audience”.
A great way to turn your warm audience into warm leads is to offer something of value in exchange for their email address. That way, you have the benefit of communicating with them directly to their inbox, so when they are actively looking to buy you will be top of mind since they have already been receiving valuable emails from you on a regular basis.
In the context of a blog, this is often referred to as a content upgrade. Explaining what this is and how to do it is beyond the scope of this blog post. So, I put together a free 3-part video course where you can use this key strategy to generate a steady flow of hot leads for your business.
BONUS BENEFIT! You don’t even need to have a blog yet to implement this strategy I share inside the video course. You can use this to start generating hot leads right away as well as using it is as a blog content upgrade.
When you enter your name and email I’ll send you the video series straight to your inbox.
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