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  • B2B Live Streaming - Where do customer go after your show

Where Prospects Go After Your Stream

#04 Streamed on 11th March 2021

Is your digital content accessible and up for the job?

After spending time preparing and setting up your live stream, once it's over, where can your prospects go and what whould they expect?

Join me today as I cover this important element of the new business generation process.

The Transcript

Speaker 1: Well, welcome to another live stream. Thanks for joining me. My name is Nigel Maine, as you can see, um, you're here probably because of the emails that have been sent out and how we've been communicating over the past few weeks. What I want to talk about today is what happens after the live stream. Something always something, you know, once someone sees you live, what are they going to do? What's the next thing they're going to do. They're going to visit your website and do something. And so this is about talking and sharing and just helping everybody understand what the expectations are and what some of the realities are for lots of companies. And to say that that there needs to be a structured format for what happens. I mean, obviously you can see me. There's no up, there's no, um, gatekeeping. There's no form to fill out.

You just click on the link or click on our Facebook page or LinkedIn pay up, not anything Facebook and YouTube, and you can see us and talk to us or message us. So there's no, there's no restriction. There's no barrier. But one of the, um, one of the points of this, and one of the main things about live streaming is I would say live streaming in over the next, I don't know how quickly this is going to happen, but very, very quickly. So he's not, you know, this isn't going to be drawn out, but live stream is becoming mainstream. It's quite popular. Of course it's popular on, on Facebook and YouTube because anybody that's got an iPhone can go and do it, but this is a different application for it. And that's the point, you know, we know about the innovators early adopters, early adopters, early majority, late majority laggards.

We all know that in B2B and it's, it's the early adopters. I mean, we could say that we're the innovators because we've, we're using this as a different application, but it's the early adopters that have to think about and think, okay, well maybe we should look at this. Maybe not, but I've got some, some interesting statistics here. Let me just put this screen up. Um, wrong screen. Hang on. Just click there. There we go. LinkedIn, LinkedIn, this week, LinkedIn did a, an article wrote an article, me just bins on, um, that said that 50% of businesses sought external finance in one form or another over the past 12 months, 43% received emergency loans. And 33% of UK businesses expect to shrink in the next 12 months. So bottom line, if, if businesses and we talked to the SME market, if SMEs don't do something radical, dramatic, I dunno, whatever you want to call it, they're not gonna have a business. And so what historically, what have people tended to do when it comes to running a business and driving a business forward when times are tough when times are hard? Well, the first thing they do is they get on the phone, get on the phone, start cold calling because that's surely the, by far the quickest, easiest method to do that.

Now this, you might want to get a pen for this, just to make a note of some of these figures. Aren't just going to, I'm just going to read this again. I came across some information or I was talking to someone and they shared some information with me about their company appointing a professional telesales company. So bearing in mind times are hard. Let's move to tele sales. So this, these are the statistics they'll surprise you. So again said, look, tell us, I can't tell you sales company, they did 220 days work and achieved 40 leads. So 70 calls a day, it worked out to odds of 385 to one to 70 calls a day, give or take. And if you're looking at it financially for them, it was cost them 2000, 300 pounds per lead.

Now everybody knows, let's say everybody and anybody that's done cold calling. I've done it a long time ago. I've employed multiple groups of people to do tele sales for me back in the day, not now and calling a hundred people. This is when it was reasonably active and w and we had dialing facilities on our systems and so on assault. So, but if you're looking at, um, calling a hundred people a day, you'll get through to 10% of them. And of those 10%, one might be interested, maybe, maybe not just really, whereas that's what it used to be 395 to one. My figures were wrong any four times out of it, out of sync, so to speak. So it it's breathtaking. This is the knee jerk reaction is to go to telesales. If times are hard, get rid of marketing, which I kind of agree with.

Not all of it, but most of it, but to adopt a tele, an approach to Sallie sales is costly, ineffective, slow burn. And of course you wouldn't put your top salesperson on the phone. You're not to get him to sit there all week more than all week, just to get through to one person, to maybe have a conversation. And of those 40, I mentioned with that company, that's just handing it over salespeople. Haven't found them yet and qualified them requalified, which is what every sales person would do. And then you've got that whole process of, you know, you've got someone on the phone or people on the phone, how, how can a business be sustainable based upon that, that approach. So then we have to look at me, just make, I made some notes for today. Normally the unknown when I do this off the cuff, but I have to do this a bit a little bit differently. So when it comes to adjusting or changing, telling a business to go and spend a load of money, it ain't going to happen. And if you, if, if anybody was to suggest to some of these SMEs that have been out there, borrowing money, okay, great. Now pay us a hundred grand to do a tele sales campaign for you. Most businesses I say most, but I would, I'd laugh at them. You've got to be kidding.

395 to one, you gotta be joking. So what's the answer. What's the alternative. And that's what this is all about. That's what this whole livestream approach. And delivery's all about what's the alternative. And the alternative is streaming because we go back to our 1%, a hundred to one obtain 10,000 email records, which you probably have most of them. Anyway, if you've been around any length of time, your database will have, will have swelled over, over time, emailed everybody and invite them to watch your live stream. 1% of 10,000, every business would be more than happy. Be over the moon, having a hundred people watch them. Maybe the figures would be a bit different, could be 200 people watching you happy days. That's what everybody wants. They want to have a conversation. Now we've got, we've got a set up. And within this setup, it means I can communicate to you.

You can message me. If you want to message me, you can do anything you like. You can ask questions anonymously. And that's what this is all about. It's about anonymity. Cold calling is direct hiding your content behind an email form is not an anonymous contract contact. And it is transactional. If I were to do it, I would be demanding information of you for me to give my information. And that's that therein lies the fundamental problem with marketing. And that's where the issue arises. When we shift over to where does, and what does somebody do once they've seen you live? I mean, I've done some previous, um, some previous live shows and videos about what it takes. And I saw, I saw a really interesting thing the other day. Um, there was a guy that we with laptops and with kitten hardware, we know that you can have automated processes within it.

So that's the first thing, the second thing, because of, um, nest and Google and, um, automation and Apple and all the other different things that are available, you can put near field contacts connected to your iPhone. And so this guy had his, his studio setup. So walked in the studio was completely black, completely dark. And he went over to a near field tap that he had underneath his desk, put his phone next to it. And his whole office lit up. All the lights came on. All the kit turned on. The camera, turned on, everything turned on, including all of the correct settings to go live and all he did click go live that's it. So it could be all turned off one touch and you go live wonderful. The near-field taps, would you get a pack of them on Amazon for like 10 quid? So the approach to this is, is compared to anything else that you've, you've done marketing wise and new business generation wise. It's minuscule.

So here we go. So, so you've got this, this process of, of, of, of, of obtaining your database. You've got 10,000 records. You're sending the information out. You've driven that traffic you're driving that traffic every week to come and watch you. Now, part of the process is to say on your website and that's what we've got on ours. And I I'll I'll, I'll put it up for the sake of this, because this is live is live. So if I just switch over to our other page and then go to our, our live streaming page, um, I just need to refresh this. We have, I don't know why it says not currently offline, but we're online. Cause I know we're online. Um, we've got here under live stream planner. Would you said these, the seven that we're going to do, these are the seven events that live stream events that we're going to do. And then once we've streamed and recorded, we then put up and post up the episodes simple as that. So the point, the point I'm making is that.

Create an email, send it out, reach 10,000 people, attract a small percentage, which is exactly what you want. If people are absolutely not interested in what you're doing, they'll unsubscribe, that's fine. As long as you've got that, that must be on, there must be a process, but you're sending these emails out. The whole thing about GDPR and S and M and spam and everything else is, you know, that they're in th this is, this would be of interest to you or to them. And so, except it's not just go back to my notes here a second. So just to go back to it, um, th th the point here that the, the point here is that your business needs new contacts. Your business needs to be connected with more people now than ever before you, as a business must have a USP. Your product may well be very good at cetera, et cetera.

But if you have no methodology that enables people to engage with you for, you know, kind of from a distance to say, well, I would, I don't have a conversation yet. I just wanna have a dabble. I just don't have a look. Just want to see what you do and see how you work, they'll visit your live stream. So when they go to your website, who's it for, what's it for I, one of the things I touched on before was a PM. So if you look at ABM, ABM is, is logical, but it's only relevant if your, your business create content for each individual target person.

So if you've got a CTO, COO, um, and, uh, and say five different people in that buying in that buying group, you've got to write for each one of them, call it four for, you'll see why. So say they were four people each week. You're able to do a livestream specifically to CEOs or CTOs or managing directors. And as a managing director, watching this, you would go on, you would go live. You would communicate them, say this, I understand your IVR. I run this company. I did this. I understand the problems you go through. These are typical questions. We get, yada, yada, it makes the whole company accessible and authentic for the absolute least of cost. So let's just move on to what happens afterwards. I mean, this won't be a massively long live stream. I've seen some live streams that are three hours long.

I mean, I never can talk, but you know, three hours. So what happens afterwards? So the, the physics Jew, and like I showed up here, we've got this vis, um, tic tape at the bottom that says, visit our website for videos, podcasts, articles, infographics, and downloads, and so on. Now, the thing about this is that so many businesses have been convinced that they have to put all of their good content behind an email form before you allow them to download or access it. And it's re you really want to do that. And it's what we want to do in spades is, is help people identify the difference between B2B and B to C. I'm not teaching you to suck eggs, but there's a difference because marketing automation works extremely well for B to C, because I mean, I use it all the time. I download stuff all the time.

I'll say, yes, we've got this. Yes. It looked, you know, we've, we've got this information, you've got this information that I want to look at, and I've got a message up here. I'll come back to that message. In one second lists, I will look at information and say, I want to buy that. I want to learn about that information personally. Therefore I will give my Gmail account address to download it. I will then get a stream of emails afterwards, and then I will unsubscribe business to business. So we now look at B2B, same thing happens. You force people to give you an email address and contact details. They go, yeah. Okay. Here's my email address. And they give it the main company number. And he instantly, soon as that company gets that information, they on the phone. Hi, can I speak to so-and-so? Why are we downloaded the document and what I'd like to talk to him about it? Did which number did he give you? The, this, this number now? What if he didn't give you his email, his mobile number, you would have to email him in, and if he emails you back, he will have his number on the bottom of the email. Oh. By that happens a few times. And then they go and delete the, delete the app to go through the unsubscribing unsubscribing from the list. So it's finished.

So it completely ends up becoming a complete waste of time. And I've mentioned before people use companies like leave forensics, but let me just have a look at, um, Lizzie's question. It says, in your opinion, do you think you could do more than one live stream a week to your target database? I think you could. And if I just go down here, we'll add that to the broadcast. So you can see that. So here we go. Would it be, would we, would we do that? And I think I'm looking at that lovely picture there. Yeah, she could. Is it staged? No, I didn't ask you to do that question, but, but yes, you could, because again, it, it depends on, on who, who are you targeting?

If you've got lots to say, if you've got complex products, if you've got, um, multiple, um, uh, tools, strategies, and so on. Yes. You could say you didn't, but you did have people that sell. So you've got multiple products, you've got the whole feature attribute benefit approach that you could present. You've got presentation, demonstrations of hardware. You've got customer services, you've got support services. You've got events that you're doing as a company. There are so many different things that you could do in terms of live. And the fact that you can, um, have multiple people involved in a life, in a live stream. Um, it, it, it becomes far more interactive and dynamic and engaging. And so I think that the, the creativity that this lends itself to is, is, is almost immeasurable. And it starts, I th my, my personal feed, it starts to make, you want to call that word prospecting.

It puts it on a completely different level. I mean, it's, this is exciting. This is different. We haven't got any competition doing this. I'm pleased to say there are people that, that will kind of can teach live streaming this on the other, but we're using this for B2B. So we're saying, right, we'll get, we'll get things set up in the first place. And if you do have different people on your database, like Liz mentioned about multiple, multiple events, multiple streams, each week, you can send out your emails just to those people to say, we're doing one specifically for you.

And it's, I mean, I've got another one here, hang on a second. This is another one from Dean. It says, if you're selling a complex solution that requires a consultative sale, would a live still work. I think this is, um, it's, it's really important. This question, because my background is selling complex solutions, my background side off doing telecoms and integration and CTI integration with CRM, CRM integration, with marketing automation platforms and so on. So everything that I've ever been involved in has been complex in terms of, um, the interconnectivity making it work, but more over, you have to make a business case out of it, and you've gotta be able to justify it because if you can't, they ain't going to buy it. So in turn, so consultative selling this, I think is the perfect solution for consultative selling. I kind of, kind of feel that all B to BS, because if you were selling a physical price, say a princess item called a princess, here's our latest printer.

You walk around you, you've, you've got cameras set up, you're doing a demonstration of a, a multi-use printer. You've got software. And because you have things like this that you're able to switch from, from screen to screen and show them. And so on, you're maintaining your branding in terms of what you're presenting people. So for consultative selling is it's spectacular. I think, especially because not only can you show them through the product, you can do this. You can show them through the product at scale. I think people in today's economy, it's not that people are reluctant to have a meeting.

You just can't. So there's no choice about it. And people can be pro mask or not mask, but the likelihood that you have to go to a, a safe place with masks without masks, if you're not is complicated, this isn't click go live and you can speak to people, tell them what you're going to talk about. And you can continue a conversation with them, because if they see you, if they like what they see, if they like what you, how you've presented, if they like your product, it's, we're now presented this to you. And if you'd like, we'll have the details at the end of the, the live show, all we have to do is go to our website and go to this section or that section. And everyone's, you know, this is where we're at here. Here's, here's the dropdown. This is what we do.

You know, the, the point of this is it's adapting. It's, it's creating, um, it's, it's creating, uh, a process that says we can, we can do what we need to do at scale. And at something that telemarketing, telly selling tele appointments, I've never been able to do, because it always starts off with a conversation. I don't want to see anybody. I just wanna have a chat with someone about it seems to me send it, send me some stuff, email me something. And that's kind of, one of the other problems is that many organizations don't have sufficient content to send at the click of a button. It depends how the CRM set up, obviously, but the desire is to gatekeeper it, the desire is to get them into the funnel and that, and therefore, no amount of clever, smart tweet or whatever you want to call it.

Marketing can ever start the conversation because people just want to dip in, have a look, do I do. I like them? I like the look of them too. I like how they sound too. I like how they present. Yeah. I'll continue with this. And when you know the fact that there's only 1% and then you've got lead times, you know, if you're selling a high ticket value product, then you've got lead times. People just don't Chuck a hundred grand at a deal, no matter what it is, or 10 grand a month, or whatever. The, some, even if it's this subscription model not going to do it is going to be a considered purchase. And that purchase, unlike B2C, that purchase is something that must impact the business financially, positively. Nobody's going to Chuck money at something just for the sake of it. And so every B2B purchase is considered, and that's why we have to be as open and transparent as possible for people to know, like, and trust us those, those kinds of sayings and move, move some down the pro down that path.

Um, I think that, uh, it's it's, as you move them down that path, what happens next? You can have your, your most chatty, uh, gregarious, fun person in front of the camera. Not, not, um, a description people would use with me. I don't think, but you can have one or two or four or five people on, on the screen. And we, we had that last week with four of us having, having a conversation, but it's what happens afterwards. And if they go to your website and then they can't get access to anything yet, you've made yourself completely transparent and accessible on live stream. Then what? So let's just kind of look at it. Let's look at what it needs to be starting with the structure of your content. If someone wants to learn about you, they need to be able to learn about you. If they want to learn about your product, they need to be able to learn about your product.

And so if you look at something that's written, if something is written, it needs to be of a certain lens. It needs to be informative. But if you consider that most people, most businesses gatekeeper their content. It means Google can't see it. And in a way it means you've not been given any gauge as to whether your content is any good or not. When it gets, you know, for an end user, unless you've extensively researched and given it out and got feedback from lots of people as to whether your content is any good or not. So that's the first thing. Um, the second thing is who is it written for? How is it written? So it's gotta be written for a 12 year. Old has got to be of a certain lens, has got to include bullets and numbers and number lists and, uh, links and video, all of it all condensed into one document.

And that way Google looks at it and says, ah, I like, we like that. We'll push you up the search engine because the other part of this, this process is if you, if you gatekeep everything, you then need to use Google for pay-per-click and get pay-per-click or, or you pay pay-per-click to get people to your landing page, which hopefully they will. So there's a barrier with the pay-per-click, there's a barrier with the landing page, and hopefully they might, may or may not fill out the form. So you've introduced three barriers already. Imagine if you had no barriers, they could just get it. You want conversations. You want people to know about you. You want to tell your story. And if anybody's read, um, Dale Carnegie is all about reading. You know how to win friends, influence people. It's about telling your story to as many people as possible. Today's economy wish you luck, but you can't do it this way.

And that's, that's why this is so important. You know, this is, um, I'm going to be kind of like a dog with a bone with this, this ain't going to go away. This is not going to go away anytime soon. And every business wants conversations. If you can't get those conversations, if they, if those were the odds of nearly 400 to one, you need to have a bigger reach. You can't get a bigger reach because you're not going to blow more people back onto it. So in terms of your content, your written content, very important. And then one of the, where the problem comes in a way is if you're looking at ABM, you need to have multiples of those because he's relevant for each individual person.

So it's, it's essential that even, even right now, after this live stream, you go and look at your, your own content, evaluate your own content. If you look at our website and go onto the consultancy pages, you will see links and information. That explains about how the document, a document needs to be structured and the typical length and why and what you need to do to increase your exposure on the search engines and your relevance. So that's written content. You've then got video type content, and I'll come on to the live stream in a second, but you've got videos. So you can create videos for anything, but is important that you've got them each video that you do. Many people know that if you look at a video on YouTube or LinkedIn or Facebook, you'll get subtitles, but those subtitles are alive, which means the audio within your video or live stream. The audio within it is presented live. But the search engines don't know what you're saying, and they don't keep that information. They don't store anywhere. So you post up a business video. It's there turn captions on or off, but Google does not know what you said, their stats where structured data comes into play. So your structured data then says on there, on my page, I have a video on, and within my video, this is what it says. And there's a specific section within structured data that you've put the transcript.

And that means that the relevance of doing that means that the search engine, voice search engines know what your video is about. So when you say, Hey, Siri, I want to look at search engines. I want to look at videos about X that's, how they find them and present them, or re present them as audio. If you're listening on Sonos or Alexa or nest, I think it's nest on Google. So that means that when you do a video, you've got to produce a transcript. But then also on that page where you have your video and your metadata for structured data, you also put that information in as a written transcript. Last week's live show. We spoke for about an hour. We did it. We had a technical problem as well. And we got back up and running within a few minutes, but we had a test. So it happens, but an hour's conversation produced 17 pages of a fall.

And those 17 pages of a fall of gone onto our website, the transcript has gone into a bit on the relevance of the transcript is that you can use it as well and upload that transcript to any of the, any of the platforms. And it puts your wording. Cause it's certain, depending on how you structure it, you can edit your transcript first and make sure that any, um, particular words that may be relevant to your industry can be corrected. So, anyway, so we now have 17 pages of content that had been put, that's been put onto our website, Google crawl that and go they're experts. They know what they're talking about because we've got a video and a transcript, and the information is about X, Y, and Z. So it's constantly referencing us and constantly pushing us to the top of the search engines. And that's what you need to do the same applies to podcasts, get a transcript of your podcast, post it up.

So that's what that's kind of sort of some of the background of it. But the important thing is, is about not gatekeeping your content. If you've been transparent in terms of delivering a live stream, you must maintain that transparency through your content to give your business the maximum opportunity of connecting with new people. Don't worry about your competition. Your competition are worried more about their own business than they are of yours. That's always been a fact and I've got a copy of it. And even if you do, you've innovated because your innovator you've innovated beyond where there are. Whether, you know, you're always in front, they're always, always trying to play catch up. So don't worry about competition. Just get out there and do this.

And that's the point is in my opinion, marketing groups, marketing people have had a detrimental effect to business B to B businesses. Yeah. They can produce pretty pictures and build websites and so on and think, yeah, fine. But by going down this light, this, this path of gatekeeping and hiding content, serving Zelle, look, we got a lead waste. This is destructive and it hit must stop. Now we've got hashtags, you know, stop cold calling, but also is your speed stop marketing automation because it's, it doesn't serve anyone. It only serves the marketing people. And I think I've mentioned this a number of times, the average tenure of a CMO is 18 months here and in the States. So every 18 months they get fired or they, they leave before they're pushed every 18 months, the recruitment companies get to replace someone.

And every 18 months managing directors around the world are going, you haven't moved the needle, you've done nothing. You've done nothing new, nothing innovative. You just rehashed it. And they, they move around the industry, taking their, their entourage with them as in their different, um, agent advertising and marketing design agencies. And so they get their new business from the marketing, from the business of the, uh, CMOs moving around an industry or the industry, the B2B industry, the B2B markets. So it's not me. I'm not just saying Sagamore. I'm just saying, clearly they are not doing a job that is worthy of you keeping them on.

And this way, what happens afterwards, once you've gone out and done livestream, you're in a position that says, here we are. If you like us come and buy from us the impact, I'm going to talk about this. I think in the next one. But the impact is, if you imagine the amount of people you need to be on the phones constantly to deliver the numbers that you need, those jobs can be significantly reduced. You can put out multiple live streams per week with the minimum of effort. I don't want to say minimum of preparation, but you know, once you've got, once you've got all this set up and you've got backgrounds done and graphics done and all this down here, click go live.

And if you have someone that knows what they're talking about and has something to say, if you have a, a larger organization, you've got loads of people there. And if it's done in a group format, then people are not going to be as, um, as phased about it. I haven't got problems sitting in front of the camera. I think we've done about 50, 60 videos or whatever. I dunno enough. So I'm fairly, I'm kind of relaxed in front of the camera and I happen to have a lot to say, but the point is is that if you have multiple staff, all of your leaders, all of your directors, anybody in a, in a, in, in a, in a customer facing role will be able to get in front of a camera and deliver this and they will get better and better at it. And the point is, the point is I've got to keep stressing.

This cold calling is not working at the rate that makes it sustainable for virtually every company out there, every B2B company out there. And that's what the problem is. And people know this, but not enough people have been able to see or can experience this go live process and an adoption for B2B software products and services. So that's really, I think I'm just going to check my notes cause I think I've covered everything. Um, I think I have, I mean, I don't know if anyone's got any questions they want to ask. I'll just wait a couple of minutes just to see if you've got any, any final questions. The point here is that we go back to, um, I think it's this one at the bottom. As you can see lacrosse the boss and visit our website.

If you go out once a week, more than once a week, it doesn't, it doesn't matter. You're able to deliver something that can then be used again, as in it can be recorded. It is recorded. It goes out live and it's recorded and then it's transcribed and then it's posted on your website and it stays on, it goes on to LinkedIn, Facebook and YouTube, and your website along with a transcript along with links, as long along with the, you know, in the description below, as you probably seen on YouTube. So your, your, your content is exponentially increased every single week, significantly beyond anything that you've ever done for the minimal effort and in an exciting environment. And you'll be doing something that your competition are not, not at the moment. Anyway. So the early adopters are the ones that are going to get the background's done in the foregrounds done in the templates and the graphics and the ticker tapes and all the other things that can be bought into this to make this an exciting show. But it'd be your show with your logos, your, your staff putting out information, not nationally globally. It flips, it changes everything. So I think on that note, I was gonna say, have a great week, enjoy tomorrow and the weekend, and I'll see you next Thursday for our next live stream. Bye for now.

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