Digital Selling - Deep Dive

Content

A detailed explanation about Digital Selling

This is Part Two.  Watching this video will help you on your way to understanding the problems surrounding B2B marketing and the complete solution we have constructed.

There are no sign up forms or cheesy hurdles to get over, it's just the information you need.

Book an appointment with salesXchange Ltd using SetMore

Details

Director

Nigel Maine

Location:

United Kingdom

Duration:

35:37

Thought You Might Like These Too

Transcript

00:00:09:06 - 00:00:26:02
Nigel Maine
This is the deep dive to explain the most revolutionary approach to B2B marketing that I think has ever been recorded. So let's get started. There are six elements to setting up a digital selling infrastructure, and you've probably got some of them already in place.

00:00:26:21 - 00:00:43:08
Nigel Maine
So the six elements in order of priority are the About Us page. How to Buy, your Product Pages, Content Pages, Adverts and finally, the part that's all about replacing cold calling or being able to reach out to businesses who you don't know.

00:00:44:08 - 00:01:02:21
Nigel Maine
So first up, is the About Us page? This is the most sought after and popular page on any website because your customers want to know who they're buying from. And you make everything harder for yourself if you don't have an engaging About Us page or especially if you don't have one at all.

00:01:04:13 - 00:01:23:02
Nigel Maine
About Us is not about your product. The giveaway is, I mean, really is in the title. I shared my background and journey to developing digital selling in my About Us page, but I didn't go into any depth about the actual strategy, as I'm doing now.

00:01:23:22 - 00:01:39:00
Nigel Maine
Another point to make is that the About Us page is not a corporate video. I mean, these are already enjoyed by us as directors so we can see what we've built. And to show investors where their money is customers, not so much.

00:01:40:08 - 00:01:52:20
Nigel Maine
People want to get to know you. It's as simple as that. I heard a story a few days ago where a customer services director met with an international client who'd been with them for about eighteen months or so.

00:01:53:23 - 00:02:15:23
Nigel Maine
The customer services director was also a published author of children's books, and the meeting involved multiple people, including both CEOs. One of the clients parties who was in on the meeting, had searched online and found out that the customer services director was a published author.

00:02:17:00 - 00:02:36:08
Nigel Maine
Not only that, they purchased the books and bought them to the meeting and talked about them in the meeting. I mean, this is a really good example that customers want to research and learn about their suppliers, not just the owners, but the people who are going to be doing the day to day work and who are going

00:02:36:08 - 00:02:56:07
Nigel Maine
to be responsible for that relationship. So when it comes to the About Us page, it really does need to follow a typical story structure because it keeps people engaged. The format and approach is also used in films and documentaries, which is why we keep watching them.

00:02:56:07 - 00:03:15:22
Nigel Maine
We don't switch off. I mean, we all we know people binge watch Netflix and so on. This is same reason. The director keeps the viewers engaged. And the way that they do that, I mean, there's there's literally hundreds of books and articles and diagrams and videos about all this, about this subject.

00:03:16:11 - 00:03:33:18
Nigel Maine
But what I've got here on the screen, these are just some popular diagrams I've come across. And I've also done my own summary of this because it can be a bit daunting looking at looking these. I've put a link in the description if you'd like to download my spreadsheet.

00:03:34:11 - 00:03:51:02
Nigel Maine
But I found that it helped me if, that makes sense. As part of the process, say for example, if we were to work with you to create your About Us video, we would need to understand your background and any information that you're happy to share with, not just with us, but with your prospective customers.

00:03:51:18 - 00:04:07:15
Nigel Maine
And then we'd put together a script, followed by a screenplay. And that's to know what additional footage is going to be included. We include photos and additional video clips, and it's what's called B-roll. This is like the secondary video that goes with it.

00:04:08:02 - 00:04:30:18
Nigel Maine
And it's a significant ingredient that keeps people engaged. It's like, you know what I'm doing now? And now this becomes like a voiceover. Then there's the shot list for person shots and location shots, which again, can be quite varied, but it's only to make sure that we can keep things visually interesting for the viewer.

00:04:33:04 - 00:04:48:22
Nigel Maine
And these are there's a raft of different things, but it's important that you're aware of it, you've got the person shots, which are like the close up shots and they go from like the collarbone upwards and the medium shot, which is from like your bicep upwards.

00:04:49:17 - 00:05:06:04
Nigel Maine
And the cowboy shot. So you can see the gun's. So that's from like the thigh and a full shot. Then there's the behind the scenes and it all builds up to this whole storytelling approach that people have become used to.

00:05:06:14 - 00:05:24:08
Nigel Maine
And it's all about setting the scene as well, you know, with different location shots and kind of obscuring different parts of the field of view and just looking at what leads into from one shot to another and all these detail shots and so on.

00:05:24:17 - 00:05:40:13
Nigel Maine
But the point is, we're not talking about filming something on an iPhone. You've got different focal lengths for the lenses. You might have the kind of the wide angle lens that you have for a bit of special effect, depending on what we want to do or telephoto lenses for compression, but that's all.

00:05:40:22 - 00:05:55:05
Nigel Maine
But the point of this is it's all about understanding what's involved. And because I'll come on to it a bit later, but this gets looked at and viewed for potentially years to come. So it's worthwhile doing it properly in the first place.

00:05:55:16 - 00:06:16:05
Nigel Maine
But the whole point is to keep your prospects interested and keep them listening. The other point is to offer prospects enough for information about you and your company to help them feel like they know you. You know, kind of get up close and personal, but obviously not too much so to complete the About Us video,

00:06:16:14 - 00:06:32:22
Nigel Maine
we then decide on the audio and this thing called sound design, which is it's like deliberate background noise and ambient sound and certain sound effects if they're needed. And finally, we choose some decent music. I mean, there are some shocking stuff out.

00:06:32:22 - 00:06:50:16
Nigel Maine
There is just not nasty music, but the whole point is that the music can make a whole lot of difference. So, I mean, it's a bit tongue in cheek, but ultimately, you could get Steven Spielberg to come and do your video, but we are looking for authenticity,

00:06:50:23 - 00:07:10:04
Nigel Maine
and you probably don't want to be spending millions doing it. Once that's all done, we edit everything together and includes subtitles and transcript for SEO and create a finished product that will be promoted using adverts and trailers to drive traffic to the page where the video will reside.

00:07:11:17 - 00:07:24:09
Nigel Maine
At the end of the day, we both know people buy people, and the very first thing we do as individuals, is we decide if we like somebody enough to get to know them a bit better.

00:07:25:03 - 00:07:50:02
Nigel Maine
So Gartner, the publishing company and research company, did a survey and they published that 83% of businesses research digitally before even speaking to a salesman or a salesperson. So if a prospect can get to first base with you and learn about you and learn about who you are, that's great.

00:07:50:18 - 00:08:04:08
Nigel Maine
But if they can't, they'll go somewhere else. Simple, but we don't want that. And like I said, don't forget the video and any of the videos that you've got that go live will be live and online for years.

00:08:05:07 - 00:08:31:14
Nigel Maine
So, it makes sense creating something that's worthwhile and long lasting. Next up is your How to Buy pages. Now, this is a primary page or pages in your digital selling arsenal. Too often, businesses set up their website and simply tell people what they do and expect them to pick up the phone

00:08:31:23 - 00:08:57:17
Nigel Maine
or email them. And they don't and they won't. I mean, I often thought that some businesses hadn't worked out how to get business online in the first place, but then when Forrester, another research company, published some research saying that less than 1% of prospects who visit a website and are taken down a funnel path actually

00:08:57:17 - 00:09:16:23
Nigel Maine
end up becoming a paying customer. It proves that there needs to be some changes in priorities. The objective of your how to buy pages is to remove any friction. And enable prospects to buy from you online, and I'm not talking about e-commerce.

00:09:17:18 - 00:09:39:11
Nigel Maine
I'm talking about being able to take an order online instead of talking to or visiting a customer. I can't stress this enough that it is the primary activity you can adopt that will immediately impact digital selling and help you scale up with the minimum amount of cost.

00:09:39:22 - 00:09:59:04
Nigel Maine
And it just takes some thought. Now, there's kind of multiple activities that you can provide to help with this process, such as, and I'll list them down as well. You've got pricing calculators and of course your terms conditions you've got online or downloadable email forms.

00:10:00:23 - 00:10:17:20
Nigel Maine
You've got initial order forms. What's going to happen first? Pricing sheets, detailed explanations as to what will happen once they do place an order with you. You can get DocUsign from Adobe to help with this.

00:10:19:06 - 00:10:35:14
Nigel Maine
Give them access to your calendar platform. Make sure you've got a direct free phone number an 0800 number that is answered by pre-sales and it's got to be prominently displayed on your website and it's to handle any enquiries.

00:10:35:18 - 00:10:49:17
Nigel Maine
So. If you do have that, then you got to make sure a redirect is set up or no answer to someone's mobile phone. So I'm sure you get my drift, I mean. We both know it will take a little bit of thought.

00:10:50:02 - 00:11:15:21
Nigel Maine
But like I said, the How to Buy pages are really the key to scaling up and your future profitability. So then you've got your Product Pages. So when it comes to these Product Pages, whether you've got a physical product or a service, you have to make sure you have the best online product presentations you could ever create.

00:11:16:02 - 00:11:35:17
Nigel Maine
You've got to grasp the work that's done here is going to be accessed 24-7, 365 days a year. I mean, this really is your pitch, your presentation, your your message to the outside world that you've got a great product and you're open for business when it suits them.

00:11:37:09 - 00:11:53:12
Nigel Maine
The objective, if you want to put it that way, is to enable prospects to get insight to your business and get an answer to pretty much anything they want to know at the click of a button and without having to set up some kind of call back or or booking a meeting or jumping through all the hoops that no

00:11:53:12 - 00:12:11:02
Nigel Maine
one likes. I mean, really, the first order of the day is to use photos and videos for products and people if you've got a physical product. Think along the lines of F.A.B. Not not Thunderbirds, but Feature, Attribute, Benefit.

00:12:11:13 - 00:12:29:03
Nigel Maine
What it is, what it does and what it means to them. So you looking at selling the benefits, you know, this is what's in it for you. Then you can think about camera angles. It might be that you can ask if it's a physical product asking the manufacturer for anything they've got.

00:12:29:04 - 00:12:46:13
Nigel Maine
They must have loads of video about whatever their product is if you're a reseller, but if they don't, you only have to think, and this is relevant and important, you only have to think how much profit you make from selling those products in the first place to justify how much you want to spend, creating your

00:12:46:13 - 00:13:03:21
Nigel Maine
own content and your own video content. So in line with the product, you could link case studies and link interviews, and you can link to online brochures as well as downloadable PDFs because someone might want to forward it to someone else.

00:13:04:18 - 00:13:19:17
Nigel Maine
You've got to think of setting up live chat on your website and have an up to date FAQs page that includes a messaging contact form at the bottom of the web page that enables the browser to ask a question if they can't find the answer.

00:13:20:05 - 00:13:40:10
Nigel Maine
And this also helps with updating and populating the FAQs pages in the process. Finally, you've got to make sure that your Product Page has a call to action, linked to How to Buy, it just makes sense. So now we're going to come on to Content.

00:13:40:22 - 00:13:59:20
Nigel Maine
I mean, this is the big deal, the big issue. Your content presents your expertize and personality and educates your prospects. You've got to help teach prospects and in the process, help them to get to know you. There's no limit to content.

00:13:59:21 - 00:14:11:07
Nigel Maine
I mean, it just just needs to cover what you what you do, what you need. So don't be letting anybody create kind of vapid or thin content. Knocking it out every day just appear on social media, it's a complete waste of time.

00:14:12:12 - 00:14:33:13
Nigel Maine
Prospects need enough content that helps them understand your company and products. I can't say you only need one thought leadership piece and two case studies because it really depends on you and your business and your products and your existing customers and what you've already got in place.

00:14:33:23 - 00:14:48:12
Nigel Maine
But, for us, once we understand what you do and what you've got, then we could tell you exactly the kind of the specific amount of content that would be advisable and aligned to what you've got.

00:14:48:23 - 00:15:06:07
Nigel Maine
Yeah, I hope that makes sense. But there's nothing stopping you creating as much content as you want. But don't forget, it must adhere to the right structure or like a template structure. What I've got on the screen now is a basic layout of a page.

00:15:07:15 - 00:15:35:05
Nigel Maine
Now, Google will crawl your page. And they can tell how it's laid out. They know where the H1, H2, H3 titles are. Google, the crawling robot, will look for a clickable content list, for bullet lists, numbered lists, graphics, pictures, videos, podcasts audio links and any other link that will enhance the article.

00:15:36:08 - 00:15:52:08
Nigel Maine
Google will look at the number of characters in the URL title. It will do the same for the browser page title and the article title, it will look at the META description and settings and also analyze how quickly the page loads.

00:15:52:18 - 00:16:05:02
Nigel Maine
And finally, it will determine if the article, wait for it, could be read by a twelve year old so it's not too technical. And once it's done all of that, it'll decide where to rank you in the search engine.

00:16:06:17 - 00:16:24:09
Nigel Maine
So if you're not getting any visibility for content that you've made publicly available, it's probably because your content didn't tick one of the boxes I just mentioned. Or perhaps it was simply too short and wouldn't have been interesting enough for people.

00:16:25:03 - 00:16:48:10
Nigel Maine
It's not surprising when it comes to all of this, people get stumped. As I mentioned about video, your content will be live for years to come. However, you are expected to update and tweak it to improve performance and visibility for SEO, so once it goes live, it gets monitored by Google, who looks for

00:16:48:10 - 00:17:06:15
Nigel Maine
updates and changes. That's what they expect. But by using Google Analytics, you can also monitor the progress and success of your content. As in how far people scroll down the page, what they click on, how long they read it for.

00:17:07:11 - 00:17:24:11
Nigel Maine
And that's why a common kind of popular article length is between 2000 and 6000 words. So if your content fails there's a reason, and you can go back and fix it or delete it like a salesperson, really, if they fail, you give them more training.

00:17:25:09 - 00:17:41:18
Nigel Maine
And if they can't be fixed. You fire them. Anyway, onto the next. One of the most significant aspects of your content is that some types of content are more important than others, that stands to reason, therefore it needs to be categorized.

00:17:42:01 - 00:18:09:22
Nigel Maine
And we do that and call it primary, secondary and general. Primary content is thought leadership, educational information, white papers, and so. Secondary content is social proof, case studies, interviews and so on, and general content is lower interest information like company news and charity events, which customers might not be so interested in.

00:18:10:12 - 00:18:31:23
Nigel Maine
As I mentioned earlier, every content page must have a call to action. I'm not so bothered about the general content, but secondary content would link to primary pages. And primary content would link to your Product Pages and Product to How to Buy.

00:18:32:03 - 00:18:53:18
Nigel Maine
So there's like a waterfall effect. Now, there's an aspect to content that relates to a protocol from an organization called Schema and Schema.org has this thing called structured data, which tells Google what type of page you've created.

00:18:54:03 - 00:19:12:10
Nigel Maine
Now the structured data is picked up by the search engines and is used for page ranking. Because the SEO elements it uses, for page analysis and the page analysis it uses it for, one of the things, is voice search using Siri or Alexa.

00:19:13:20 - 00:19:31:21
Nigel Maine
Yeah. And content analysis for Google to know what has been said, in a video or podcast. And what I mean by that is, Google doesn't crawl audio files? well, not yet anyway, not for the masses. So transcripts

00:19:33:00 - 00:19:52:21
Nigel Maine
Of what's been said are inserted into the structured data code. So Google can rank and display your content correctly. It's only a small technical thing, one that one of your web people will be aware of, but not a lot of web developers use it because they're not asked.

00:19:53:05 - 00:20:14:09
Nigel Maine
But it is worth mentioning. I mean, I say it's important. Now to the second element relating related content that most businesses have missed, and it's not that people are fickle, they simply like to consume content on their terms.

00:20:15:23 - 00:20:32:13
Nigel Maine
For example. A CEO might listen to part of a podcast on their way to work and finish listening to it at home on their smart speakers. But when they're at their desk, at their home office.

00:20:33:17 - 00:20:53:09
Nigel Maine
They might watch a video with the speakers on. However, when they're in the office, they might watch the same thing but in silence so as not to disturb anyone. And depending on the time of day and location, they might want to read a PDF document that was emailed to them by a member of staff, and they'll read that

00:20:53:15 - 00:21:18:05
Nigel Maine
on their website or maybe on the tablet. So no one can decide what format content should be created in. It's just not possible. So what we say is we implement a process that exploits the different tools that reduces the overall workload to create multi format content.

00:21:19:07 - 00:21:40:05
Nigel Maine
So produce one thing and we repurpose it in different formats. Where we also help you, and this is a kind of an aside to this, but we also how we provide workshops and templates to guide you or your team to follow a structure that communicates your message in line with primary, secondary

00:21:40:05 - 00:22:01:08
Nigel Maine
and general content parameters. So when it comes to video, we help direct your copywriters to create the necessary scripts and screenplays. And that's from the About Us video to How to Buy, to Product and any the the primary or secondary videos.

00:22:01:22 - 00:22:33:23
Nigel Maine
And that also includes, if needs be, visiting customers and getting customer stories and interviews and so on. So we provide literally all of the production, directing and editing resources throughout. Now into podcasting. Podcasting is simpler, and we can provide end to end resources, including a podcast host who will interview and present the show

00:22:34:07 - 00:22:51:01
Nigel Maine
or we'll provide workshops to train your staff from the basics of presenting and hosting through to editing and creating intros, sound effects and adverts. I mean, it can be as much or as little as you require. The final point I'd like to make about creating all this content.

00:22:52:13 - 00:23:10:12
Nigel Maine
Is that it can be done in an organic way? We can identify, organize and deliver everything required, or we can make provision to recommend all the equipment and systems to help get your business set up and trained to execute all of the content yourselves.

00:23:16:22 - 00:23:40:02
Nigel Maine
Then there's the adverts I mentioned in the main video that business to business organisations are competing with consumer businesses for eyeballs, and they're competing for eyeballs on social media. And B2C business to consumer are winning because they're appealing to individuals, not businesses.

00:23:40:19 - 00:24:07:02
Nigel Maine
So how do you compete? Well, the solution is to create multiple, varied adverts, such as videos, memes graphic and graphics animations and use the adverts to sell the content you've created. The first part of the advertising strategy, is that we're going to sell the content first, not the product.

00:24:08:14 - 00:24:28:10
Nigel Maine
Trying to sell the product first is the primary mistake businesses keep making. Creating adverts to sell products in B2B is just wishful thinking, and we're not in the B2C game. We are selling solutions that help increase productivity and profitability for the businesses

00:24:28:12 - 00:24:43:08
Nigel Maine
we've identified that we want to sell to. And to do that. People or prospects need to get to know us first. So trying to sell the product first is like trying to get a kiss on the first date, it ain't going to happen.

00:24:44:05 - 00:25:07:00
Nigel Maine
The second part of this advertising strategy is to prepare a minimum of 120 adverts in advance. But the reason for 120 adverts is once the ads are ready, they're uploaded to an online platform. And are published, four adverts,

00:25:08:06 - 00:25:25:20
Nigel Maine
four times a day over four weeks, and then repeat, which equals 120. This is what I've called Social 444. Posting is done automatically using a platform like SmarterQueue to publish to multiple social media channels and pages.

00:25:26:22 - 00:25:50:16
Nigel Maine
So this really is, I'm telling you, this really is set and forget marketing and it doesn't need updating for twelve to 18 months. So preparing them in advance, means, it enables you to budget accurately. You could easily manage the process internally, or you can contract out the work, it's up to you.

00:25:52:05 - 00:26:03:20
Nigel Maine
It enables you to analyze the tone of voice of your business before you go before you go live. I mean, you remember the older TV adverts like the Renault Clio and Nicole, the Oxo family, it was Gold Blend

00:26:04:14 - 00:26:23:16
Nigel Maine
All of these were done in advance. I think because they created a story and they could you could see the story. And that's exactly what this does by creating them in advance. Graphic designers and creative types are aware that videos, motion graphics and statistic graphics and templates are available at a really low cost.

00:26:24:00 - 00:26:45:22
Nigel Maine
The contractors are also available from contract platforms like Fiverr and People-by-the-hour, so there shouldn't be a question about how much it would cost to create 120 adverts. But like I said earlier, it's the adverts that sells the content that promotes the product that shows the customers why they need to buy from you.

00:26:47:19 - 00:27:04:10
Nigel Maine
Finally, you stop using marketing automation platforms, that means no forms, no gatekeeping content and no cold calling. I mean, I can't tell you how many times I've heard companies complain to me that people have downloaded their content and then immediately unsubscribed.

00:27:05:08 - 00:27:25:23
Nigel Maine
And then they're perplexed when the prospects are abusive, when they receive a cold telephone call, after they've downloaded something. The other downside to marketing automation is twofold. Firstly, you've ended up hiding all your content from the search engines, so no amount of SEO or keywords will make it visible to Google.

00:27:26:07 - 00:27:41:13
Nigel Maine
A form is a form, and not even Google can see through that. And secondly, because you've hidden all of your content, the only way to get any visibility, is to pay Google, LinkedIn or Facebook for pay per click campaign.

00:27:42:17 - 00:28:04:15
Nigel Maine
And then, this is madness, then you're into an auction to bid to get to to get those certain rankings. And you also have to ensure that your your pay per click advert, text or or whatever you've done is visually appealing, if it was a banner advert in order to persuade a browser to visit your landing page

00:28:05:17 - 00:28:27:08
Nigel Maine
and that also needs the same kind of expertise to write and design the landing page before they're convinced to give up their details. So, the next bit is replacing Cold Calling. And so that you can increase exposure. I mean, I love this bit.

00:28:28:01 - 00:28:46:06
Nigel Maine
And I think if I was going to give it a description, this would be the piece de resistance. And what better way of concluding this marketing strategy than to replace cold calling? I mean, just what bliss? You're going to love it. So let's face it, any activity that has got such bad

00:28:46:06 - 00:29:05:22
Nigel Maine
odds are like 400-1 has got to be stopped at any cost. So I think replacing Cold Calling has got to be one of the most exciting aspects of this overall approach because it's so engaging. It requires minimal work and can reach so many people because it involves live streaming.

00:29:07:18 - 00:29:31:14
Nigel Maine
So the first thing to understand is why livestreaming works. It's because you can invite prospects and customers to join in. They can ask questions and listen to interviews completely anonymously. Yeah, from the comfort of their own screen, which means they can dip in and out and get to know you and get to know your business from a

00:29:31:14 - 00:29:52:17
Nigel Maine
distance. I mean, it's the same premise as not gatekeeping your content and hiding everything behind a form, everything you create has got your contact details on it, and it's the same with livestreaming. I mean, they know who you are because they're watching you and you get to display your web, address your email, your 0800 number throughout the

00:29:52:17 - 00:30:12:09
Nigel Maine
whole show. And they will contact you when they're ready. You also get to use and display or broadcast your video adverts that you've already created for Social 444, so your presenters will be saying, "and we'll be right back after these messages".

00:30:13:03 - 00:30:28:02
Nigel Maine
The first thing really with this livestreaming is to find people who are going to host the show. And what I would say. Who are you, salespeople? They're the ones that have got experience communicating one to one. Once they get over their camera shyness, if they've got any!

00:30:28:13 - 00:30:43:17
Nigel Maine
They're still speaking and communicating one to one just happens to be a camera. So I mean, so they'd be my first choice. And if not, advertise for one and get a contract presenter. But as I mentioned, we would set up

00:30:44:07 - 00:30:58:05
Nigel Maine
everything, we set up all the kit you need for streaming. And once we're done. I mean, it's a simple one touch button. And you can go live on multiple channel, I mean, we're talking going live at the same time on:

00:31:00:05 - 00:31:20:10
Nigel Maine
LinkedIn, Facebook. And You Tube at the same time. We set the whole show up from start to finish, including all the graphics and and titles and intros and outros and everything else. But, looking at a slightly more practical element to this of building your audience.

00:31:21:19 - 00:31:36:21
Nigel Maine
The first Port of call is just email your database every week to promote your show, tell them what's planned and what happened the previous week, and that's it. The question is then, if you don't have enough contacts, what do you do?

00:31:37:20 - 00:32:04:04
Nigel Maine
Well, you buy 10,000 name email list. I say 10,000 because it's widely known that 1% of your targeted vertical market. We'll be looking for your type of product at any one time, so that means with a 10,000 named database, 100 people every week will be looking to buy your type of product or service.

00:32:05:08 - 00:32:20:13
Nigel Maine
So what you do is upload the new email database to your CRM platform, whether it's salesforce Dynamics or Zoho, whatever you're using, and upload it to LinkedIn as well. Then you set up a pay-per-clip campaign, so you appear on their news feeds.

00:32:20:21 - 00:32:37:16
Nigel Maine
And as I said, you email them once a week about the livestream, it's as simple as that. The other thing is as well, you can also start thinking about setting up a studio at your offices, especially if there's some additional space available because of the work from home situation.

00:32:38:20 - 00:32:58:19
Nigel Maine
As far as the setup is concerned, just leave it to us. We'll take care of everything. Cameras, lighting, green screens, whatever. We'll do the lot. Once we're done, we go back to the same saying I've said earlier, and said it multiple times, it's the adverts that sells, the live shows and the content,

00:32:59:17 - 00:33:28:10
Nigel Maine
That sells the products that enables the prospects to buy from you online without any direct intervention from salespeople. So what's your next step? What's the all important call to action? Well, to begin with, I would suggest you review what you've already got and see what can be categorized, edited and also what could be transposed to make a

00:33:28:11 - 00:33:49:15
Nigel Maine
good video or a podcast. The main thing, is that you now have a clear understanding of how marketing needs to be structured to the extent that you can confidently instruct your team to execute your methodical strategy? Enabling you to get on with your job as a director.

00:33:50:13 - 00:34:12:03
Nigel Maine
There's one more thing. There's also the transformation plan. I also created an outline recommendation, that makes changes to the internal management structure of I.T., sales and marketing, specifically in relation to the fact that if your business is set to become a self-service operation

00:34:13:02 - 00:34:34:03
Nigel Maine
it makes sense that a few changes would need to be made internally as well. This also has an impact of reducing your operation costs, because of the shift in the activities of various personnel. So anyway, it's probably time for a break and a coffee.

00:34:35:04 - 00:34:45:22
Nigel Maine
So I hope you enjoyed it, and I'll see you in the next one. And I've put a link in the description for all the different things that I've mentioned. Just have a look there. And that's it. bye for now.

0800 970 9751