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Getting On The Radar of Your B2B Prospects S03 Ep11 Transcript

Well, welcome to our 11th live show. It's great to have you here. Looking forward to getting this one underway. I've had a good week and I hope that I you know, the whole Christmas thing, the shopping and all that, that the the hordes of people and so on, It's not not a favorite thing for me to do, which is the whole shopping thing.

It just, it actually does. But these shows have really for us have become really quite significant. And we've had a quite a spectacular time over the past few weeks doing this like few months, really. And what I wanted to do for today, and I'll come to the specifics which which is the title of today's show and was to give a just a bit of a background, which is why do this?

Well, what was the point? And it kind of makes me smile when I think about it, because I started off my career, I guess I'm selling direct. I was selling technology into central London and two businesses in central London. And from technology, it moved on to to telecoms and telecoms, to CRM and on premise to CRM and from CRM on to consultancy and services, professional services and so on.

So when I kind of talk about this, say, Well, this is what we do for technology sector services, it's not because it was just plucked out of the air, it's because I've got first hand experience is selling in those areas. And of course, if anybody, anyone starts out, if you start out in selling, you start out selling, you start out cold calling.

You don't have the luxury of PDAs. We didn't then. But, you know, you start out doing telesales knocking on doors in the rain, sleet and snow. Funnily enough, November is the month I started, I shall say, when 1984, November 1984. I remember it well. But. But the point is, is that nobody, if anybody wants to kind of communicate about new business development and so on, and they've never sat in front of a customer, a prospect or made the phone call or or or processed something from start to finish, it becomes very difficult to trust them to do the right thing by salespeople.

And I'm kind of talking about marketers. And so during my my kind of my development phase over those years, you know, I ran a number of different companies, and the most people had working for me is about 40 people. I didn't like it. I'm not I'm not a manager. It's just crowd control. I wasn't into that. But part part of that process was I would look I would look at it and think, you know, the the business was so dependent on salespeople.

We have to have salespeople, more salespeople do better and so on, because nobody had worked out how to how to orchestrate a process that would keep new business coming in. Nobody done it. Salespeople back in the day, salespeople, the ones that did the cold calling door knocking at a conference that made the phone call, did the appointment presentation demonstration come back, ring the bell after you got the deal?

That's what they did. A marketing database is carts and a brochure. That was it. And so I kind of I kind of pored over this for for a long, long time. And you have people like that, you know, you got like, you know, waterman and, you know, a Simon Simon. I can't remember his name now, but but you've got you've got these people that create something like music and put somebody in front of them, get someone to front it.

And you think, Well, why can't you do that for sales? Why doesn't that happen in sales? Why can't you create a mechanism or a process that you're creating this interest and you've got frontman women going out and selling? Why? Why can't you do that? Surely there's Simon Cowell. Surely that must be a a thing within sales course. It's not, is it?

Someone goes to get a new job and they are asked, Have you got an address book? If you've got the little black book of all your previous contacts in it? Because we need that. And you think, Well, not what I even if I did, I wouldn't do it. Because if I come and work for you and I leave you and take all your customers with me, you'll be on my case like a like nobody's business.

So. So the mechanism for new business development is properly flawed. So I thought. Right, well, what what could possibly be done to create a mechanism that can look to ensure that salespeople really, really, really excel for it to be an absolute blast for, you know, kind of kingmaker. But you're not I mean, you're creating something that you can put someone out there, doesn't know who they are, you will make them successful because of your internal mechanism that they cannot take with them whenever they leave.

And it's just speaking to CEOs, for example. So you have this everybody has this desire to make it all happen, to make it fly. You know, you went into business because you knew you had a target market, but nobody was really clued in enough to be able to reach that target market. Not not at a sensible cost anyway.

I mean, even a ridiculous cost. The ridiculous cost kept became a massive call center of telly sales people or advertising on television, which nobody ever does because. And does. Yes, but nobody wants to talk to anyone. So over the years, what happened? You know, you realize that there are there are strategies that have been adopted to everybody follows.

And then you realize those strategies were designed for consumers, but not for B2B because paid B2B buy differently. Don't we? We you know, we want something. We want to keep schtum. We want to keep it quiet. We're not going to tell everybody what we're up to. It's private, It's confidential. That's how it works. We want to be we want to self-serve self educate.

Stay anonymous. That's how it is. But then the flip side is expecting your salespeople to go out there and find these people to go and sell to really difficult. So there needs to be some kind of mesh, some blending this kind of meeting of of logic to generate serious amounts of business. And there's there's this lack of accountability as well, you know, within marketing, you know, marketing do what they want to do and ridicule and deride sales were clearly I just got to press this.

So I remember to go And so you just salespeople, the sales teams are not getting the leads, they're not getting the deals, they're not got the pipeline, they're not getting business in yet. Marketing are saying, Well, I thought that was your problem. We're on target. We've got, we've got and we're getting the clicks, we've got the KPI support this and the other.

We're getting bonuses. look at you, You're not. This is a big, big problem. And everyone said it before, you know, there's a and this this issue between sales and marketing, this void is tension between the two. Yeah, that's right. And it will never, ever, ever, ever, ever go away because it's messed up. It doesn't work until now.

And that's what this is about. This is what the shows are about. So with that in mind, there's one thing I always forget to do when I do this, and that is actually make sure that we have this appear, which is our search, and just says, that's who I am. And then it will slide off to one side and then we can carry on with the rest of the show.

So the point is, is that if we go on to here, we go on to this section here, there has to be a mechanism and a process that achieves that enables you to get on the radar of a prospect and engage with them and be able to captivate them to an extent where they go, I like you, I quite like what you're doing.

I'm going to come back here and I'm going to look at some more stuff because you are aligning your business to them. And that's that's the critical thing. So just to cover cover this because some people haven't, but some people have been on the show before, some people haven't. People listen to a podcast. They don't really know what this is about either.

And the point is, is to give a bit of a flavor, kind of an umbrella, umbrella and flavor about who we are, what we do. You can hear the sales, who, what, when we want help, all open questions and who sells exchange? What do we do? What's our market? We're a new business development organization that uses multimedia streaming and podcasting and video.

So to generate new business for technology that services organizations and the people within those organizations that we focus on is obviously the CEO. But coming down the sale side, so CEO, CEO, CEO, VP of Sales Salespeople, they're the people that we're that we focus on because the force is strong in marketing because they what they've what they've convinced people to do, they're still doing so in order for anything to change the people that it is affecting need to understand how this works.

And that's why we focus on on those people. So what this show shows about the shows are about providing open access, information about how to go about generating significant amounts of new business. That's it. You won't find a form to fill in. You can spend as much time on our website as you like. This is completely open access and we have provided 100% of everything you would ever need on our website.

You are going to do it yourself if you wanted to, but we know that's not how people work because they go, Well, you're the expert, you come to it, which is fine. And that's obviously what have in business for in terms of your strategy, what you know, when should you change your strategy? Well, when you realize the existing one doesn't work because if you keep doing what you've always done, you'll get what you've always gotten and it will never change.

And we broadcast from stone. We moved up to we used to be in Hertfordshire and we moved up to Stone in Staffordshire about just over three months ago. Lovely place, lovely part of the world for us, but essential. So we've got Manchester's not very far. It's only an hour or so back down to London on the train. So it's really, really, really good.

It's the, the location is wonderful. Why do what I show? Or the reason we do a live show is twofold, really. I can prepare and I've got all the technology in front of me here and the point of doing it live and not just doing it as a recording is because I need not a need. I want you to see me do this.

It's really important because if I said, you've got to learn all this stuff, all that, you've got to learn video cameras, you've got to learn this, you've got to learn editing and sound and sound design and all you want to do. Why would you do it? It's too much effort. It's bad enough as it is already, but if you see someone doing this, you think, Wait a second, he's doing this by himself.

Yeah, we think look and no hands and all this stuff is happening. There's this slower third thing again coming up. So that about so the thing is, is that it's so important for you as a business to know that one person could do this to better three or even three. Great. Someone in front of the camera, a couple of people doing the technical stuff to people in front of the camera, one person doing all that kind of stuff.

So what I'm saying is that you can do this. It is not complicated. It just might seem it, but it's not complicated. Really important to know. And that's why you can do the same. This is how can your business do this same. You could start with a mobile. You can go live on a mobile phone, but bearing in mind your own business selling to other professional organizations, I'd recommend you use something a bit more than just a mobile phone.

But that is, you've seen it happen before. You've seen it everywhere. But it's the it's looking at the the level of professionalism that is attainable at extremely low cost. I mean, I've got multiple cameras here and all the, you know, everything. So the point is, it's like you can do this. Okay, So moving them on, I will put them a lower third up here, not lower.

So it's just a graphical on the bottom in a second and it'll have my, my, my, my, my mobile number and how you can contact me. I've got my phone. If you send me a text, I'll read it. I won't read it if you if you want me any chat. But if you send me a text I'll read it.

If you've got a question and I'll answer it on it. But the point is, is that if you want to get on the right hour of prospect, how are you going to go about doing it? So let's start here. I watched this video early this week. It was some it was recorded last month and gave us a chapter this and the critical thing about and he was saying the because these are biggest challenges funding and reaching your audience really important and another part of that is you've got to select your platform where are they if you're if your prospects are on Facebook, for example, you can have on Facebook, we do put stuff on there,

but our target markets on there, we know our target market is on LinkedIn, so we focus on LinkedIn. But you got to understand the parameters of LinkedIn really important because you've got to look at dwell time, although all the platforms use dwell time. So they're saying we want people to stay on our platform. We're not going to give priority to anything that sends people somewhere else.

So if you go, well, okay, well, let's let's make LinkedIn our focus. And if LinkedIn is our focus, then we want to keep people on LinkedIn, too. So you can write content by articles, company pages, this, that and the other and stream and do this all LinkedIn keeping people on LinkedIn, which really, really does work, seriously works well.

Now the point is consistency. I'm going to come onto that in a minute. But the other part is in in his presentation and he's effing I'm blinding to the audience and what it was, it was the the insurance technology conference. I think it was it's ITC, it was in Las Vegas, so clearly wasn't cheap. And he was in this particular keynote, he was speaking to five or 600 people and it was sponsored by McKinsey.

So you've got big mark, big management company sponsoring as well. So he's got all these people in front of him and he says, okay, put your hand up everybody who posts on LinkedIn at most and put the hand up, just put your hands down, put your hand up. The companies that post daily on LinkedIn, 11 people, 600, you have to think about that and remember that and remember that 52%, give or take post daily on LinkedIn.

Okay, I come back to that in a minute. Well, about 10 minutes and you'll see, wow, it's really important. So the key thing is understanding your platform and market and who you're going to speak to and how you're going to keep in touch with them consistently. Yeah, okay. There's some people will smile. The picture was that the photograph was just an addition.

But the bottom line is, is what we know. What's our job? Our job is to say Hello, it's me. Here we are. This is our target market. We know who you are. That's why we went into business in the first place. We know exactly who who our target market is and how many of those types of companies are in.

Let's just work with the UK are just in the UK so we know exactly how many in the UK we've got database yadda yadda yadda. So you've identified the market, you set up a business, you can get their contact details, tell them you exist and then sell to them. That is our job as salespeople. It's not complicated, but the thing is, is that it starts to get a bit messy because Steve Jobs said it doesn't make sense.

You know, you hire these people, look, employ people and tell them what to do. You hire them to get them to tell you what to do. I mean, admittedly, there's an element of humility as as being a CEO or owner of a business, allowing somebody into your company and listening to them, and that the critical thing here, this is all about new business development.

And you have to look at and think about how much money you're spending on it, because like I said, in accountancy, it's there's checks and balances. I think I said that. Did I? We said that we think you know, we think within accountancy this checks and balances within marketing, there isn't it doesn't exist. Nobody's accountable. Keep doing the same thing.

Doesn't matter because this is what happens. I mean, I know that's a bit of a tongue in cheek, but why not? It's no, it's no different. You got marketing people telling CEOs, this is what you've got to do. It's wrong. It doesn't work. It really doesn't work because it was designed for consumers, not for businesses, because businesses buy differently to consumers who will buy pair of jeans, bear trainers, go and buy them out of your own money right now.

This second, no issue at all. Buy something for your company. You're going to be you're going to consider what the what the situation consider the ROI. You think about it, you can learn about it. You're going to get a knee jerk reaction to buy something. But some salespeople are even told that's how you get well. Marketers rather are told, just treat, treat whatever you're selling.

Just treat it as if it's like pennies is like mere bagatelle. Yeah, So the logic is not there. So because marketing got involved, everybody perceived and believed that digital was really, really attractive. All we can do is we can, we can get all this technology in. We don't need all these videos and telesales people with all the technology and, and that will make us a fortune because we want us to do the cold calling and flow the people.

It'll all be automated. Everyone became a boxer because everybody was told the same thing again and again and again and again. And repetition was work. So everybody thinks that they know that the mechanisms and the structure and everybody will would fight you to say, Of course I know about marketing. The trouble is your business didn't increase. You spent all that money on on SAS didn't increase the the average number of SAS platforms that businesses use is between 32 and 76 or was it 36 or 72.

One of the other and half of those platforms is a marketing. So companies are spending a fortune on an annual recurring costs for marketing, but they're not making any more money because the average turnover per person per annum around the world is about 120, 100, £220 or $140,000 per person per annum. So it's really it doesn't work. And so companies keep going bust, which which they do.

They've done that, though those figures have never changed. In fact, they get worse incrementally. But you look at 20% capacity the first year, 30%, second 50% the third, and by ten years 91% of all businesses gone bust. That's really serious. They all get bigger investment, 40% businesses that get investment go bust, 75% don't achieve their own targets and 95% don't make their investors any money provided another way to them.

This is a bad picture overall. So unless you done effectively that you've got to do your research to go well actually what's going on here and you have to get to this point, who are you going to trust to take your business forward? If over the past 20 years nothing's changed? It should be a serious question mark, just about 20 years to make it your business line.

And I have done it a I think we saw the last year. I'm not going to be asked last year if it wasn't last. It was the year before. And B2B marketing, they're based in Farringdon. They're like a it's just not quite a society, but they were an organization. I can't remember. The company that owns it now begins with P, but they published an article that said by 2030 the CMO will have earned their position on the Board of directors 20, 30, 20, 30, 20.

That's another six years wait. So how long? How long a businesses had CMO? 20 years more. I mean, I say 20 years. I'm talking about like related to the digital process and everything else. I go back 20 years, but 20, 30, right. Just 30 years of had that they would have earned their position on the board. Yet nobody's attributing business growth to marketing because they keep churning them and firing them every eight excuse me, every 18 months.

That is the standard churn for the past eight years, nine years, 18 months. So the picture the picture is is not is shocking, really. And so the point is, is that you've got ineffective strategies and you've got it causes a loss of income, a loss of status, personal and business and a loss a loss of future financial security, because salespeople are set to go where the late I can't sell if I haven't got a lead.

You know, businesses, you know, tell that their staff to follow the marketing, they follow the marketing, but to what end? And unfortunately, with certain businesses, the CEO thinks that they know about marketing, but there aren't 100. And one of the things to do, you know, they pick stuff up and you know, we're not daft, but if we're told the same thing again and again and again and again and we ask maybe our peers, maybe the people, other people we know the yeah, we do that.

We've got demand margin Legion, IBM, Apex gifting pay per click. well we've got all that as well. So, so maybe we must be doing it right because everybody else has got it. No, everybody else is just not making any money either, really important. So the critical thing here is about the new strategies. Why, why, why new strategies?

These aren't in addition to these are replacement strategies. It's really key to to understand that and and I've put this title here saying essential sales involvement. Why? Because people in sales and that's everyone that's from account execs up to directors so everybody in sales you must understand this in order to challenge it. You will not have had a conversation or heard someone speak like me.

Speak. I'm I'm what I'm going to say. You know, in this industry, you will never have heard anybody speak like me before because I'm not on the side of marketing on the side of sales, because no sales, no business, no job. And if you been around, if you've done you know, if you've taken risks, you've taken it on the chin, been there as well.

So that's why this is so important for salespeople to understand. And it's not to, I know to to to reeducate and retrain salespeople as some kind of market crazy market or whatever. That that's not that's not the purpose of this is specifically to give you this inside track on what's going on, what you do with it. Turn up to you.

You'll know what to do with it by the end of this this particular show, you know exactly what to do with it. But the point is, is that is it's not very nice. It's never been very nice and it's not been done with your interest at home, period. The way that businesses have have been structured and orchestrated through marketing is to serve the technology organizations, demotic organizations.

Their job is annual recurring revenue from your business, whether you make any money out of it. This is irrelevant. Of course it's irrelevant. And unfortunately most businesses fell for it because they were told this is what you have to do. And and the marketers keep endorsing and pushing that message. That's why you've got all these all this SAS.

So the thing is, is just work new ways of working, new strategies. It's work. The old ways don't work. This work does work. This way works. But, but, but if you see what I'm saying, it is only work. There's nothing special about it. It's just different. That's all it is. Is you guys with technology? No. There are colleges and further education locations.

They're called film and television school. There are people around the world gagging for geeks like this. From a technical perspective, live broadcasting, loads of them. Just the one. But you employ them because you you've gone down the digital marketing route and everybody else. So anyway, another story speaks. We'll talk about that another time. Yeah. So the critical areas of activity, you've got outbound engagement and inbound.

That's how it works. That's, that's how it's always worked. It's always been like that. And so what you need to be aware of as salespeople, your sales person, what it is you need to be understood properly, understand and grasp this so that you can communicate this to your VP of Sales or your CRM, CTO or CEO, depending on your relationships and connections, hierarchy, connections.

So it's important that you understand what you're saying when you present it, or you can simply point them to the the life show, this catch up show, because if you are a CEO, you need to understand this to be able to compare and contrast what you've been told in the past by everybody else. And that's that's the that's the deal here.

So getting on someone's radar, big question, massive question. You've got to tell your prospects you exist naturally. You started your business. So I'm going to say whether you'll see ourselves, you started your business or started selling them in that business because you knew perceived the either was a big enough market and B, you could get hold of it, you could access it.

That's why you went into business. So it's very simple. Just look, working on some numbers here. Say, for example, you wanted to sell to companies that had a turnover of five or 6 million an above give or take, because you want to make sure they can afford to buy your product. Some people say, well, there's got to be higher than that.

Bear with me. Second, in the UK, there are 44,000 companies that employ 50 people or more, 44,000 companies with 250 employees or more. There's 8000. So within that, if we just take 10,000 people, 10,000 businesses, because you could sell to them, it doesn't matter what the figures are, but just 10/10, an easy number. So 10,000 businesses, you went into business because you knew and or you told your investors that your total addressable market was X and this is what you could potentially achieve within that industry, within that market.

So every week between one and 15% of your total addressable market, start thinking about buying your type of product because that's why you went into business in the first place. So I don't think there's any need to argue about that. 1 to 15%. Okay. This is an interesting number. So how do you get in touch with them? How do you how did you make this all happen?

Well, the first thing is you should already have this database. If your marketing people have not ensured that have this database, then perhaps they're not the right marketing people you should be employing. Like I said, I'm not I'm not here to pick up marketing. So you have a 10,000 name database, email these people, email this 10,000 people every week.

Tell them you exist. Tell them to come and have a look to whatever. Yeah. So you're emailing them every week. Cost 350 quid per thousand, give or take free database cost to email. I know it's MailChimp, but we're not talking about automation here. We just talk about outbound. Yeah, 10,000 emails 12 times a month, hundred and 50 quid.

Does that compare with your marketing automation platform that you're paying for? However many thousands of of contacts you have to think about as well? Why does it why do these marketing automation platforms have such large numbers of people for you to contact when you're only looking at nurturing prospects? It's because it's consumer related. It not. We come on to that later.

So then once you've once you meet your now you're emailing people every week, you then upload that same database to LinkedIn and then you will then appear on the newsfeeds of all those 10,000 people as well. Now think about it. What else could do? Pretty much nothing. You could do paper, click. What's the point? Come on to that in a minute as well.

That point to paper click cost loads of money. You don't get the throughput, you don't get the leads and one virtually 100% of businesses don't want to fill out a full and I think it become back ten years. It was 97% didn't want to fill out a form. So your marketers know these figures or should know these figures.

Yeah, so that's really that's really quite significant demand by say 100% of businesses, senior business people do not want to fill out a form they hate it quote unquote HTML base. So by appearing, by emailing them and appearing on their news feeds on a regular basis on LinkedIn, and you can put adverts or content or just get them to follow you, that's all that's needed.

Okay, You think engagement. So that's your outbound. So you've got to reach out to them. Put worrying about paper click because paper clicks passive isn't it? It's just sitting there waiting, hoping, hoping that you've got the right advert in the right place, the right keywords of the right ABC split test and click banners and that you've paid enough and that they're going to come.

It's too many variables there. Okay, So then you're going to get to your engagement. So you're telling people, here we are, this is what we do. Come have a look. Come and watch us. Come and look at us. The Berry mind. People want to remain anonymous. They don't want you to know who they are. And when you've got next to no business on the go, you want to know everything.

Everything about everybody that's coming anywhere near you, kind of sniffing past your website. You want to know? Relax. Don't worry about it anymore. Forget it. Just concentrate on this because you present who you are. Well, you're watching me. You're listening to me. And the thing is, is that we're doing this livestream series because you want to remain anonymous.

We get a certain number of people watch this live, and then we get to ten or 15 times more. People watch it afterwards. So we don't know who they are, so they watch it anonymously. And then we call the people that listen to the show because we convert the show to a podcast. So the whole point of this is that with your market, how many people have you got following your company page?

Someone'll tell you that that's your instant market, that's your instant audience. So we're changing the numbers. It's sales. We all we were always told what we sales is a numbers game, always a numbers game. Move the more phone calls you make, the more people more want. You make phone calls, appointments, phone calls, interested people appointments and presentation demonstration sale.

It was a numbers game, but nobody ever, ever, ever told us how to manipulate the numbers, how to manage the numbers, ever, because no one knew So by doing this way, if you have a a tent, a market, a total addressable market of, say, 10,000 people did that, 10,000 businesses, you could, but you will be able to communicate to every single one of them at the same time.

So you bought something you out, you tell everybody at the same time, come and watch your show all at the same time. You've just moved it. Your competition because they're not doing it because this is new. Yeah. So the point is, is that, well, how much is it cost to put on a live show next to nothing? Yes, you've got to buy some kit, but to drive it of 35 quid a month I think.

I think you said Yvonne and I can stream now 5050 quid. About 5000 quid. Depends what you want to do and so on some but minimum 50 quid a month and you can stream across eight different eight different platforms simultaneously at the same time. So we're on at the moment, we're streaming on LinkedIn, Facebook and YouTube all at the same time.

I have never ever experienced this level of engagement in my career. It is spectacular. Nobody can touch this. It's really, really significant and it is absolutely everything you have ever, ever wanted in sales. So streaming you do streaming podcast and convert it to podcast. The dump is a ridiculous and of course people want to remain anonymous and that's exactly what you're delivering them.

She wants, you know, we're relaxed about this. I mean, there is a fairly significant part to this, which is I shouldn't smile, but the thing is, you don't need that. You don't need all those people in marketing. You might not need all those people in sales. So the people in sales, but get their finger out and and start brushing up on their, their presentation skills because this thing, this, this delivery I say salespeople should be sitting in front of a camera.

They're the ones that know the product. Then are the customers. They can talk, speak, chill, have a laugh, do whatever that wants to be in front of the camera. You don't need to worry about marketing at all. That left leave them to do to one side. Yeah. So this is where it has to be. And this is the important part, I suppose, really with all of this, because you can go this all great, great, great, wonderful, wonderful.

But if you go back to that picture of marketing, talking to CEOs, this works, but that works and this works and that works. No, it doesn't. But in order to combat that, you need to have this in this information in your arsenal. You need to have this ammunition. It's imperative because it may be that you want to go to a director or a board or whatever, say go watch this things.

Great idea. We need to do this. Now. I understand why we don't get in any business now, understand why things are changed. The first thing is about your your content. If I just we're looking at your content at the moment that's being produced typically has about is about blogs. People do blogs and the blogs tend to have six, maybe seven, eight paragraphs.

That's it. And some internal links in the text. Now, Google are not interested in those articles, those blogs, they're irrelevant. That's why you're not getting traffic from it. It's fact, absolute fact. Why? Well, needs to be between two and 6000 words and not just a few paragraphs. You've got to have the right content structure. It's really important to understand content structure.

It's the it's using the certain coding within pages, which is they call them H1, H2, x three bullet lists, content list at the front graphics videos, but really deep in depth, interesting content to people want to read it all. That's what Google is looking for. Another thing is you think that you're writing for your customers, you know you're writing for Google.

You must understand this is critical. You are writing for Google. For Google to present content that serves Google's customers on their search engine that you think about that they're not your customer yet. And even with the changes that are being made within within Google search, there is less and less reason for people to click to go to your site because of the aggregation of the information content.

So you've got you've got position zero, so you've got rich snippets and you've got information and they're gradually changing that top end above the line, above the fold. So what you see on your screen is gradually going to change, so it becomes more informative, more instant access, instant answer rather than having to click through. So I have to think you have to think about this in advance because this is going to is is already impacting businesses now.

So the idea is that, you know, these are certain things that you have to do. And you know, whether you're using a structured data or not, is it valid? Will it kind of ease? And it isn't because you've got to understand how Google is using search, whether it's in your favor or not. It's really, really, really important. And it causes a lot of stress because people want more traffic, more traffic.

Why be get the traffic? Because you just won't get it. Because if Well, Richard's on the subject of I was jumping ahead on the subject of content. You've got to write content. This is how so This is the captivating you want to get on your on their radar once they're on their right, on your radar and they're looking at you, what are they going to do?

So they've gone they've watched your life stream, your call to actions on your life stream, and with the information that you'll put out, which I'll come onto in a second, they are going to want to read something. They're going to want to learn about something, and you have to provide it. And a good place to start. Because if you're not putting out if you're putting out a few paragraphs, your people, the people that are writing the content, whether it's people in sales or copywriters or whoever, pre-sales, whoever, you must follow a structure, The structure that Google says, even though Google are not may or may not index what you've got.

But the point is, it's what your prospects are looking for. You must be of a mindset that says we want to educate our prospects. The better you educate them, the better you are teaching them how to buy from you. Critical. So using cheap teachers, I don't know if you've used it or how you've used it. Identify a subject ask for a ten point outline.

Get to it, get it to write an introduction to give you a title and get some images, whether you use daily or mechanic and request internal external link. So external websites that they can the people can go to and then get it to expand. Each of those article outlines say I could be 300 to 400 words, ten points, 400 words, 4000 page out, a 4000 word article, bingo minutes.

And then you can also set up within that process internal links as well. Because the point is, if you adhere to what Google is saying, it means that you are going to do. You'll do a good service to your prospects. Forget the Google for a minute. Yeah, it's just you've got to be serving your prospects. The next part is looking at this all this content so you articles, videos, live recordings and podcasts which you start well, that's a good place to start there.

There's a whole list there and you can you can expand on this. Once you get to read this, you go, we could do this, we could do that. But the point is, is you can take any one of those subjects to do with your company how to or fake news or about your customers or about your markets or partners or products or anything.

Yeah. And then you could do a video about it to teach people on demand. Or you could do a live stream because you've got a new piece of content that's come out. And so you're talking about your content. It's not complicated to put these this information together, but the bottom line is, is that you want to captivate your your customers.

They don't become customers overnight. But both know that you think of getting found is that people have always thought, what if we've got to do this and get found on Google? Well, that's where part of the problem stops and starts or starts stops. So for our content, just as you were, we've got 300 odd pages on our website.

And I think because of the downloads and books and of articles and goodness knows what we've got, I worked out there was something like three quarters of a million words. You think, Wow, that's a lot. Yeah. Is, is a lot of work load of information and two thirds are indexed which means 100 pages are not indexed by Google.

And of those 100 pages is split 6040, you've got 60 not indexed, discovered, crawled, not indexed, and the others are discovered and passed, which means we don't want to. So we got 60 odd articles, not just waiting to be indexed by Google because I've got one article that popped up on the 23rd of November, I think it was that they changed the criteria.

So now they want it in. They're expecting me to rewrite it. Product hasn't changed. Nothing else has changed. But Google's changed the really useful content update. So the thing is, is that you've got to understand what the best practices are and why they don't work. Speak to base, because if you look at this, this is our this is our website.

So we've got three specific areas digital selling, digital marketing, digital services, we've got pages that relate to them. And on each of those main pages, we've got all these articles in those different colors. If you look at digital marketing and look at marketing, you've then got four subcategories within that coaching review strategy and tactics, and there's a lot of content there and all those pieces of content are all interconnected.

So it shows a cluster. So when a prospect goes to one of these pages, they can see all these other pages go, that's interesting. I can read that, I can read that. So you're looking at providing as much information as you can every single time someone goes to your page. So you've got data marking and see and this is how we look at your website.

This is the hierarchy, the website, and then Google will find this. So you turn upside down. You've then got someone does a search on Google, they're going to find one particular article that lead them to that subcategory, to the main category, to the top category. Now they can buy from us. That's what we all expect. That's what we all love.

Love to see that. So, yes, it works great. And I've had loads and still have I don't even look now used to. I'll be on page one. On page two. What do we need to do that anymore? I used to be, but not anymore. Google then bought out 80. So you've got experience, expertise, authority and trust. Every single page that you've you had had to have this information on it because it delivers this warm feeling to your prospect when they're reading about you.

Now these are things that relate to search, but if you don't worry so much about it being related to search, but it relates to how you are treating your customers, your prospects, then they are going to get a better experience from you. And then last months we had not the last month in October is the help for content update saying, well, you can't just be using chat, CBT or or AI related stuff to crank out your content.

And although I've mentioned it in detail before, you have to get into the swing of what you could do and how you could write, wouldn't recommend you just get it and check it back onto your website. You can get GPT to write it and then personalize it. Yeah, but a lot of companies saw a lot of their content fall off a cliff after October because it wasn't written for the person, it was written for the search engine.

Keyword, keyword, keyword, keyword, keyword keyword. Yep. And so now even search is that much more intelligent that well, what can you say? So it's a big problem. So how do you overcome that problem? Well, we've got a structure called Social four for four. It simply means for adverts four times a day every four weeks and repeat every four weeks.

So you create 120 adverts, you pull four adverts out every day, and then you repeat that 120 the following month so you don't get penalized for repetition. What are the adverts advertise? Well, the adverts advertise your content and, and you may have, if you've been following me for any length of time, you've seen some of these. So these are our some of our adverts and this is happening all the time.

Okay. Every single day throughout the day with effort to produce them. Yes, of course. And then to link the advert with a, with a just a link to take it to either our website or to content that's already on LinkedIn. Goes back to dwell time. They want people to stay on their website. So let's not kind of upset the apple cart here.

Let's play to their rules. So what we can then do is replace this paper click and your SEO to, I say, replacing it. So it's not really replacing SEO. It's like saying, don't worry about it, you don't need to worry about it. If you've got a total if you know your total addressable market and you're actually communicating to those, call it 10,000, you're communicating to that 10,000, you're putting information on your news feeds to that to 10,000 as to what you're doing and what you've got available and you're doing the live show and everything else would you need a CFO if you get index grade, gets indexed?

But if it doesn't get index is because somebody else has got a better piece of content than yours somewhere else, or they're paying a lot of money for pay per click as well, so you won't get indexed. So if there's an antitrust case that's happening, the sites because Google are are not playing the are being not truthful about their pay per click and their search criteria but is part that's public anyway.

So the point of this is that you can set and forget you've got graphic adverts as we've as we've got there and video adverts. So if you've heard about YouTube shorts, they're less than 60 seconds or less. You can then do shorts in the same way that you're doing graphic adverts to say, for example, Hi, I'm Nigel Wayne from, from Sales Exchange.

We've just put out a new white paper about blah, blah, blah blah. It'll blow your mind. It's fantastic. The links up. So up top click on there and give us a call if you're interested. Finished. And you can turn that and make to them again and again. And again. And again and again. I mean, and the point is, is that that's one of the things I'm going to I'm going to talk about next week about what we're planning for next year.

But the point is, is why are you not getting the levels of business that you expect? It is because all this stuff has changed and in the most part you have been told about it. So then you've got your call to action and I mean, the critical thing about this is whether it's a page that you've got on your website, whether it's anything that you put on, call it LinkedIn, anything that you put on social and LinkedIn is your call to action what you want to do, should it have a proper call to action.

You just want to encourage them to get to know like and trust you. That's what this is all about. But you want to do it at scale. That's the critical thing. So you think you know, to be able to contact and engage with the same numbers of people that I'm I'm doing and I'm bearing in mind you can see how many people I'm connected to on on, on, on LinkedIn.

It's only a couple of thousand. That's over years. But we're getting 150, 200 people a week. It's like, come on, you couldn't you couldn't do that unless you had somebody else in telesales. You couldn't do that unless you had 100 odd people on the phone, because if they could make 300 calls a week, 60 day, that's the max, that's the accepted max.

You find one person a week, give or take, so you couldn't do it. Whereas this is relaxed back foot. People can watch it whenever it suits them. So we like don't get interrupted, but you can message me there and talk about messaging. We just we're going to slowly come into land here. I'm just going to put this up here.

You can message me obviously on LinkedIn and you can text me on that number or you could email me. I'll leave that up there for a bit. But the point is, is that nothing can touch this. Therefore, your call to action is always about saying, Do you want to take this? Turn it to another stage, pause in your call.

We've got everything you need here. If you need any direction, if you need some additional information, if you if you can't find something even like with a few pages. So people are affected. yeah, we're going to make you do you have a form on your Facebook page that if they can't find the answer to a question, that they can actually pose the question on the fake page for you to answer them without phoning them up for you to answer them.

And then put that if I. Q onto your Facebook page, most people don't. They just think it's an opportunity every single time to try and get a contact and find out and say, Can I come to sell? You know, is the answer. I'm just looking to learn. And once I've learned what I need to do or what I need to know, I'll come back to you.

okay. But that's how life is now. The next part of this. This is this is an important I've kind of put this up on a regular basis. In 1997, Geoffrey Land, Dr. Geoffrey Lance said that it took ten touches for you to become too few to become familiar with someone, so you needed to see them about ten times because email was coming on, coming on the scene and so on and so on.

One in three emails would get through, which meant that you need about 30 emails over a certain period of time and you have to think about that. You won't do that in a day or 13 a week. You could look at 30 weeks, it's half a year, good six months. I know I can add up, but you know, so over six months, so you've got to think about that as the first thing.

The second think 20, 2330 touches now because it's so much noise and one in ten get through because 25 years ago there wasn't X or ticked Twitter, tick tock, Facebook, Instagram, Snapchat, whether that's still be news, LinkedIn or so. It wasn't being used in that way. There's so much more noise to throw. Such as? Well, so now you need 300 forms of messaging to communicate to your audience.

So repetition is really important. Like I showed you with that with those adverts, I should have mentioned the adverts to send those adverts costs about 40 or 50 quid a month. I've got more exposure on LinkedIn than every single one of those companies who were at that Gary Vee event at ITC event in Las Vegas. 11 people post one you know about once a day I'm posting like eight, nine, ten times a day across different accounts.

They're going out now. I even touch on it and you get, like I said, that the impression is I've got the engagement just it's just through the roof. It's just beyond so you can't touch this. And that was my objective from the beginning. You know, how do you create a mechanism that you can make happen and? It just keeps bringing people to you.

Yes, you've got to sit down. But so what is just work? And the other thing to be a bit to bear in mind is about competition. And the competition are out there. People some of the luxury brands and some of the bigger companies, because it's about dwell time and it's about scroll. So you've got your thumb flipping up on your mobile and you stop at Red Bull or you stop at a luxury brand because they've done a great advert, you know, and you can stop and watch it.

But just below it is, is, is you, you know, the likelihood is they may well scroll past it. That's why you need this repetition in place. Now the other interesting that Gary Chuck said was that keep doing that for a year. I keep posting, you know, every day for a year and you you absolutely fly. Now, we both know if you catch someone at the right time, you can get to.

So if you're starting from cold, yeah, probably take you a year. I don't think it would I would I would say it would take much less than that. But you've got to have all your ducks in a row. You've got to have the you know, once you, once you press start and your adverts are going out or your videos are coming out and your content's going out and you've got all your, your supporting content back on your website, well, it's like a year.

I don't, I don't think it would. I don't think it would, but, but it's worth bearing that in mind that it's not, it's not gonna happen overnight but to look at this thing through the lenses of but what you've been doing was actually wrong you, you me we were misled by marketers telling us to buy the software and we went and did it.

And the people that were the spectacular reference sites that we were given, what we didn't realize, what they were, they were B to C companies, banks B to C, insurance B to C, cars, B to C, Adidas, B to C, you know, all of them. You know, how many knew how many new deals do you get signed a year each.

Just want to double that fun, isn't it easy? Just got a planet. It just got a planet. So just to recap, to get on it on their radar, 10,000 e-mails a week automated, just done because you've got a program in place. Because if you're you're engaging with people at scale, because you're doing streaming and converting that to a podcast, you're captivating your audience, you're captivating your audience because you've got content that is consumable.

They want it, they want to read, they want to learn and self educate and self-serve and stay anonymous. That's the whole point. That's what we've all been doing, what we want our salespeople to go out there and smash it, yet we won't speak to anyone. We've got staff and I mean music assistance and cookies. So what? To keep people who are not speaking to them get rid of them.

That's how we treat people per say. So that's how your staff are being treated by other people. They don't want to speak to them. So you have to find a different way of being able to communicate. Say, Hey, look, we're over here. You know, I'm not going to sing Lionel Richie song, but hello. You know, here we are.

And then you've got your call to action and you call to action is is ostensibly helping them understand how to buy from you. That's it. Which will change their environment. And it's all about getting to know, like in prosecco, which you know what? I quite like them. I could I could I could do business with them. And lots of people think, we are we've got our own IP.

We don't want to let people know our intellectual property in this. You know, you walk into someone's office and give them everything they want. If somebody really wanted your information, they get it. So the point is, is that they're all busy. These other companies are all busy trying to work out their own stuff. All you have to do is do this and significantly elevate your organization above all of your competition.

And you know, you've got the innovative early adopter stuff you really like your next step. Where did you go from here? Well, you know, with all this information, we have a very large website. There's loads of information on it, could spend lots of time on their reading site and just kind of soaking, getting this on the inside. And that the important thing is, is to consider this as a as an exercise to look at, to say, well, what what would it look like?

What would it what would we do? How how would it work and get endorsement from your colleagues on board or if you were in sales passing up and saying, look, I've seen this, this is really great. I think we should consider it. But what I've seen and what I've learned is it's explained why things haven't been as we expected them to be, because otherwise, if you're just going to go stop doing that, do something different.

Marketing will slay you by saying you don't know what you're talking about. You know, I might not, but I know Manu does, and that's really important. So you start your planning for for next year and for us, I'll put that in blue as our call to my, my call to action. We do consultancy and by using us you can and will get fast track into changing the way that you engage with new prospects at scale and will help scope out everything that you need to do it like this.

I mean, we do it over Zoom or teams or whatever doesn't make a difference or come and come to your offices. But the bottom line is, is that to see this as something different for next year, you do what you've always done. You will get what you've always got. And people think that by changing CMO's and senior marketers, they'll get something different.

You won't. They've all been put up on the same the same diet of demand. John Legend, IBM, IPX, pay per click and gifting because they don't know what else to do. And when you talk about a funnel because I think we could call a dark funnel because actually we don't know what's going on. So that the important thing is, is that you've now heard that absolutely nobody else in the world is doing, and that's critical.

If you want to get an edge, if you want to get ahead. This is not about spending loads of money. It's adjusting what you were to do in the first place by these marketers. You have to adjust it to align it to selling and selling at scale and you become the icon waterman of your industry. Taken on taking on board salespeople who you will make superstars and they will love you for it.

And and retention levels will go up. Everybody will enjoy this because it is different. It shows a change in what's been going on and let's face it, that's what every single sales orientated or driven company wants. They want to see something different. And this is it. So I sit almost last night to think, this is next week, last show of 2023 summary of what we've done and we'll let you know what we've got planned and the things to look out for as we move forward into next year.

And that's it. I hope I'm. Always on the out. Now, as I say, better off. I've been known to overrun but if you've got any questions, like I said we've got there's my, my my numbers on their emails on their obviously the website sales exchange look at it UK and this is what this recording is this video stream is available on catch up as well.

So I will leave it there. I'll find the button I have to press. here is one button press and then we're finished and I'll see you next week. Same time, same place. But for now,