Marketing Agency CEO – Q and A
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Marketing Agency CEO – Q and A

I ask you for questions, you guys commented,
and today we’re going over the answers. (singing) All right. Adrian May asked, “How do you create an inbound
marketing strategy?” Adrian, thank you for asking the question
in the post. So, inbound marketing strategy, that’s somewhat
general, but, you know, give you some sort of value in this I could tell you that before
you can go and create your inbound marketing strategy, you have to first look at what are
you doing currently. So what is your inbound marketing strategy
look like? What does your outbound marketing strategy
look like? What is your sales team like? Because these things are gonna impact whether
or not you wanna go down different channels. So from a most general standpoint, inbound
marketing versus outbound, I look at it from saying that outbound marketing is sales, inbound
marketing is marketing. So when you’re looking at it, the channels
that you’re gonna go into. So inbound marketing is gonna be social media,
it’s gonna be email marketing, it’s gonna be which, some people might consider that
to be outbound marketing, but I still feel like that’s bringing traffic in and then from
a content standpoint. To create the strategy, you first have to
understand those two main differences and look at the resources that you have. You need to be somewhat well balanced in your
inbound marketing strategy, but depending on what specifically that it is that you do,
whether it’s a B2B business or it’s a service, or a product that you guys are selling, you
have to look at it from a standpoint of where is the attention of your target demographic
and then produce a ton of content to draw them in. So content is gonna be the backbone of any
inbound marketing strategy along with SEO and then using social, email, and the website
as distribution sources of that to then bring that traffic into you. But to me the backbone is always gonna be
content because nobody’s gonna know what exactly you guys are about or what’s the value behind
it if you don’t have anything that’s being produced. Now from the content standpoint, you need
to go a lot of content. You need to be very persistent and consistent
on it, produce it daily, share it out on social, create it for the specific platform. You need to just be pumping out content to
get that brand awareness up and then you can start bringing in the traffic from there. So that’s the highest level answer that I
can give you. We’ll do a separate video about inbound marketing
’cause it is such a beast of a topic, but for right now, I’d say focus 100% on content
and making sure that it is good and relevant. Think about distribution, how you’re gonna
get that out there and get some eyes on it. Joe Glover asked, “What helped drive you into
starting your own business? Is this something you’ve always envisioned
while you were in sales or did it just spark after so many years in sales?” Great question Joe. Thank you for asking that question. For years, I always wanted to own my own business,
but the type of business I didn’t really know about. So originally, my plan was … when I was
working in custom molding I wanted to own the molder that I worked for. So, get into a company, blow ’em up with sales,
make a ton of money and then have enough financial freedom to be able to slowly purchase into
that company and buy it out from the owners and then take that business to the next level. That was my goal for about 12 years or so. The last place that I worked at didn’t work
out like that and after really looking at it, I didn’t wanna go into it from a capital
investment standpoint and all the headaches that deal with the manufacturing side. I just said, I don’t wanna go into that business
and own that company, so I thought what can I do? What I was doing at the time was working well
from a sales and marketing standpoint, so I thought, can I do the same thing in the
ways that I do it, build an agency to do it at scale and just help a lot of people with
it. My driving force was always … you know when
I was younger and way cockier, my ego was bigger, I always though I could do it better. My boss didn’t have the best way of doing
it. I just had that ego with me. But it was really just at the end of the day
a drive to be able to say, you know, if I led something could I lead it to be something
way bigger than I … So that’s kind of the drive, but sales definitely played a big role
in that because when you look at any business, typically, there’s the sales side and then
there’s the operations side regardless of what it is. Whether you’re making a product, doing a service,
or anything in between, there’s always gonna be somebody that needs to be focusing on revenue
and somebody that needs to be delivering on whatever that product or service is. My passion was always behind the sales standpoint
so after I got a decade of experience in it it felt like I was really strong and had a
good track record. I knew that whatever business I started, I
could focus on sales and really push it and grow it and then once you get to a certain
point then the business is self-sufficient and you can keep scaling up from there, but
you’re able to build a team out around you. But if you’re an operations guy, I know you’re
in sales. So with that background you could pretty much,
if you’re good, drive anything and start anything as long as there’s a market for it, but you
would need somebody to offset that. And that’s something that I struggled with
in the beginning for a couple of years of having somebody that could take care of the
operations side while I was focusing on growing the business. All right. [Brittany Wright 00:05:44] you asked, like,
four or five questions so we’re gonna gro through ’em one by one. First question, “What are some guidelines
on dos and don’ts when sharing content? What to show and what not to show?” Dos and don’ts, I mean it’s kind of, you quarterback
your own LinkedIn and you control whatever you want to share and what you don’t want
to share. At the end of the day, are you comfortable
with putting that piece of content out? If you’re talking about that from a standpoint
of is it controversial, is it something that maybe you shouldn’t post. Or are you talking about a standpoint of you
created a piece of content, should you publish that out there. If you created it, just post it. Even if you don’t think that it’s good, just
go ahead and post it because it’s all about quantity and speed and less about the quality
and perfection. If you’re sharing other people’s content,
just whatever sits well with you, whatever you want your network to see that you think
is relevant to them that hits you at some level, don’t worry about sharing the same
things over and over again because people have a lot of different other people coming
into their feed. And so you may be the person that’s always
posting this content and as long as it’s good and it’s relevant and valuable, don’t worry
about pissing off somebody that’s like oh my god all they do is post about this. From a business standpoint, sharing content
and posting content, you need to not just toot your own horn. Personal and business is two different things. So from a business standpoint, have a mix
of this is why we’re awesome and then valuable content that somebody can actually do something
with. From a personal standpoint, whatever you wanna
do, me personally, I try and stay away from controversial topics and anything related
to politics or anything that’s gonna get people all heated and pissed off. But I do post some contents pissing people
off about Twitter and saying how they suck and that usually gets some good engagement
because there are Twitter lovers out there. Use your own discretion with that. Now if it’s content that you’re making personally
as a person, the dos and don’ts … you just basically show what you want people to see
and don’t show what you don’t want them to see. If you’re shooting content at your facility
and you want a certain background, then do that. If you don’t want people to see certain things
that don’t look the best, then hide those away. It’s not being deceptive, it’s just, you wanna
put your best foot forward ’cause you never know who’s gonna see it. Ideally, to get traction, especially on LinkedIn,
face to camera, you know, holding a video like this and posting that on LinkedIn is
gonna get more attention and more traffic than doing something that’s your first person
view. Not sure exactly which direction, but hopefully
one of those three or four were responses answer what you were specifically referring
to. Next question, “What are the best points of
contact to connect with on LinkedIn? Engineer, buyer, etc.” What are the best points of contact to connect
with on LinkedIn. All right. You’re talking about this from a sales standpoint. Connect with everbody. Whoever you’re trying to go after, look at
all the departments. If you sell to engineers, connect with engineers,
connect with operations, connect with purchasing. If you sell into purchasing, connect with
all those different cross-departmental functions because you don’t know who at the company
that you’re trying to get into. If you’re trying to go after Steve and Steve
is the engineering manager, but Steve has a meeting every week and that’s with Susie
and she’s in charge of HR or purchasing, and you’re connected with them, but not Steve
’cause he’s not responding, and you’re producing content and they like it, they will bring
that up to him possibly and say hey this person on LinkedIn posting all this content looks
great, you should check it out. Then you get these internal cheerleaders. So, they’re not a decision maker, but they’re
influencers. Don’t just go after the specific decision
maker because you don’t know, one, if you’re ever gonna be able to get them as a connection. Two, once they get ’em as a connection are
they even on LinkedIn to be able to respond. So you wanna look at different departments
to get like a sense of buzz and brand awareness at the company and not just at that individual
person. So go broad, you know, not crazy broad. You can start with decision makers and managers
and functions of jobs and look at maybe the higher-ups, so VPs and managers and then from
there go down. But most of the time, I’ve also pulled in
sales and marketing people. If you’re going after an engineer at an OEM
or a company, pull in those sales and marketing people like the sales manager or VP of sales. Pull them in, send a connection request to
them, shoot them a message or just post content and they’ll see it. ‘Cause a lot of times the sale people have
some sort of conversation with engineering purchasing operations. They might be able to even influence it. So don’t be too specific. Also, go after the CEO, COO, CFO, anybody
that’s at the highest level, go after ’em all. Be broad, but be strategic. Next question, “Should the content you share
on LinkedIn be the same as YouTube and other platforms?” It depends on your business and what you’re
doing, but to a certain extent, each platform has their benefits. So YouTube, any full videos, content should
go on YouTube. From a social standpoint, if you’re just posting
links back to the YouTube video, does that work? Yes. Specifically on LinkedIn, it does not autoplay. As soon as somebody clicks play, if they’re
on their mobile it’s gonna open up YouTube. If they click play on their desktop, it should
embed and open it right within that. But you have to think about that. None of the social platforms, whether it’s
LinkedIn, or Facebook, or Instagram want you to pull their attention away from people so
because native videos that you upload into LinkedIn are going to autoplay, that’s a tactic
that we use with a teaser video standpoint and then put in a link in the description
to be able to say if you wanna watch the full video, you know, check it out here. Or for you guys, you can upload the full video. If you shoot a six minute video walking somebody
through your process or what you guys are doing, you can put that whole video up on
LinkedIn and upload it into a post because you’re gonna care less about your YouTube
views and how you’re gonna grow your YouTube than other companies would or than I would. So we’re trying to get our YouTube views up,
so that’s why we do the tactic that we do. At the end of the day, you just need to look
and test a couple different ways and see what works and then look at your statistics. So if you’re on LinkedIn Premium, look through
all the statistics of how many people came to see your profile, how many people click
stuff, what are the views on it, all that stuff. Look at it and see which one is getting the
most type of views. When it comes to video, you can post it organically
on the platform. Every platform has a preference with sizing,
but then every platform has a preference with how they’re gonna integrate a video into their
platform. So for you guys, because I know, I looked
at what you guys do, I would say post the raw video up there natively into LinkedIn. Don’t worry about growing the YouTube channel. Host it on YouTube and put it out there, but
posting it natively on LinkedIn in gonna be the best tactic for you guys. All right. Last question from [Brittany 00:13:09], “How
to get more out of your booth at trade shows?” Trade shows, they’re so hit or miss depending
on your trade show. You can go to trade show and it doesn’t matter
how great your booth is, it could just suck. You could do a lot of upfront marketing ahead
of time to try and drive traffic to your booth. At the end of the day, you gotta look at what
is the value behind the trade show, who’s going to it, where are they spending their
attention for you guys and plastics and manufacturing. Doing email marketing upfront, doing social
posts, creating videos to bring brand awareness about it, creating a page on your website
specifically for that traffic for that trade show. So if you guys are going to a trade show on
the west coast, having a page on your site that talks about what you’re doing at that
trade show, have your little VIP pass to that. That’s a tactic that we use with our clients. It’s a place to send people instead of saying
here’s your registration, just click this and you send them to register. Having a page for them to land on is good
also from an SEO standpoint. But you gotta kinda just put it out there,
but try and do something different. Everybody right now is strictly creating long-form
posts or short-form posts, putting in a hashtag, using Twitter which is just a complete waste
of time. Even if people see it, nobody ever retweets
it. So what people are doing is, after they create
those posts, then after the trade show booth is set up they’ll a picture of it and be like
hey visit us at this booth number at this trade show hashtag whatever. Or after day one of the trade show, hey here’s
a picture of me and my team at the trade show. Simple things like turning that into a video
while the trade show is going on is an awesome tactic to use to give somebody that experience
of trying to be there. Doing a time-lapse. Take your phone, set it up on a simple $20
tripod and just set it up on a time-lapse of you building a booth. That’s something, more content that you’re
being able to show people to get that experience where they’re there. Putting that out on social ahead of time is
gonna, you know, get more brand awareness than just picture, picture, picture. Hey here’s a video. That’s a couple ways to do it. You have to plan though and prepare, but at
the end of the day, all the planning and preparing is not gonna help it if the trade show you’re
going to doesn’t have the right traffic, doesn’t have enough traffic, or if your booth location
is tucked in the back, you know, even if it’s by the bathroom in the back corner, last aisle,
people don’t typically go down that path, I would not do it. I would not waste any money if you can’t get
a decent location. If you have to, try and see what the trade
show can do to move you up, but you have to scope that ’cause location is the 100% most
important aspect. See if you can throw in some more dollars
to buy up to a different spot or boot somebody else out of the way to get that corner aisle
spot and something that’s high traffic. You wanna be as close to the front of the
show as possible off of the main aisles. But if your location’s bad, no matter what
you do, you’re not gonna be getting the big enough return to make it worth your while. So focus on that first and just try and be
different. All right. We just went through those questions. You guys asked them. Hopefully you got some value out of that. If you like this format, if you like how we’re
gonna be doing this on every Friday, hit that like button. If you got comments that you want answered,
leave ’em below. And as always, we’ll see you on the next one. Nobody ever retweets it. Not- Are your expectations too high for your budget? Stick around to find out. They don’t …

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