The next part in your journey is to prepare for battle to make sure every possible aspect is covered, starting with your largest new business asset, your website.
If you have all of this covered that’s great, however a high percentage of business don’t, so to be on the safe side we go through each step. Next up is establishing your business as a content powerhouse by implementing an automated promotional strategy that keeps your business and content front-of-mind with all your prospects and customers.
When I tell you I’m not up for wasting money, I mean it. Our strategy costs pennies and will leave your competition for dust. Below is the presentation plan: -
Show #3 Getting Ready for Digital Selling
- Social 444 – Advertising on Autopilot
- Mastering B2B Growth & Contractors
- SEO, SEM and the Need for Speed
- The Content Stack
- Google Analytics 4 (GA4) & Tag Manager
- Tech, SaaS & Services Model – Infographic
Firstly, you will have never watched anything like it – for two reasons, the first, we’re using high end broadcast quality live streaming technology from Blackmagic Design and have combined state-of-the-art animated presentation graphics and management. I mention this because I want you to imagine what it would be like to broadcast a high-quality live show to your prospects.
Secondly, we have a significantly different perspective on new business development for business-to-business organisations, so much so that we have developed a completely new strategy to replace the existing and typical digital marketing automation lead, demand gen, lead gen and ABM approach.
In this article, we explore a breakthrough strategy for B2B sales that combines email, social media advertising banners, and weekly live streaming shows. This innovative method is more effective and profitable than traditional telesales and cold calling, offering a comprehensive overview for CEOs and business owners. Discover how this exciting opportunity can revolutionise your company's growth and success.
The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.
Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools. Contact: 0800 970 9751 or email
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Welcome, welcome. Welcome to the third in a series of six live shows I'm doing that relates to generating new business for Tech, SaaS & services organisations. Always one of the big things about doing these live shows is you’ve got to have everything sorted out. Is everything working? Is everything going to work? As it was planned to?
So far so good. I've got a screen up here that you might see me looking up. I'm looking to, but that's kind of like a reference monitor. But anyway, I hope you've had a good week and I've enjoyed last week's show. If you were with me last week. Now the point of these shows is that we are in the process of presenting and looking to communicate a different way to generate new business.
And the big the big deal with this is that I'm we have become used to doing new business in a certain way. We have, all of us been told you will do it this way and dutifully we've done it. And so the thing, the thing about this is that when it comes to generating new business, there's some consistencies, not good ones, but some consistencies and it is with a lack of new business, the lack of revenue, the lack of consistency.
And so what we want to do as part and parcel of of all of this, I've put this some put this up here as part and parcel of this is we want to communicate these new ideas. But to the people that we say matter and those people are CEOs, managing directors, CGOs, CROs, VP of Sales and sales people and I‚Äôll come to that in a minute.
But my I suppose, my sense of what's been going on is that the digital marketing infrastructure has had its time. You've been given everything. You had all the budget and everything else and you've failed. You come up wanting. And so we have to we have to change what we're doing if we want to be successful. Of course. But the important thing is, change to do what?
What's the solution? Unless you've got a solution, no one to listen to you ever unless you've got a comparison to say, okay, we're doing this here. What happens if we do this over here? What is the alternative? And that's kind of like the big problem. This week we're going to go through these few points here.
The critical point is about mastering growth. This isn't some snake oil nonsense. This is about understanding what's happened over the past 35 years and saying we need to change. I might not look that old but I've been doing it for a long time and looking at a method that can give you exposure at scale and then looking through some of the infrastructure changes that can be made that can make that happen.
So I'll just go on to this one. I'm going to kick off. You're going to like this. I got a bit of a bit of a story to tell and I got a smile because it does make me smile. So we've got a bit of an analogy that we could kind of build around James Bond and Spectre. So it's a bit tongue in cheek, but you got to understand what is a marketing problem in the first place before we can move on.
So here we go. So, so you can imagine they're, they're all sitting around a table, whether it was the spectre itself the last second from last one, but all the operatives are sitting around the table and you've got your man with his white cat. So Google, Google‚Äôs there, there asked to speak and he say yes number one, we've got every business paying for clicks but they're not getting any business from it.
Marketo is the leader for marketing automation and spokesperson for HubSpot. And Pardot says yes. Number One, we've convinced all the B2B companies to pay for our software every month and pay millions every day to Google for pay per click, but they still don't know that they're hiding all their content. So Google can't and won't index them on the search engines.
The reverse IP lookup representative speaking for Lead Forensics, Candii and Demandbase beams to Number One says joining them, Number One, we've convinced businesses they need to stalk their prospects by telling them who's visiting their websites and we give them the telephone numbers for them to keep cold calling. This is still working well with our ABM strategies, that makes businesses think they have to market to everyone in the company, massively increasing their workload, but not getting any better results.
Number One says. I'm pleased to see businesses are still cold calling, the 50-year-old strategies are always the best. What are the cold cold calling success rates? The Spin Selling, Miller Heiman, spokesperson for salespeople, BDRs, SDRs pipes up. It's currently 400 to 1, Number One. And getting worse by the day as more and more people work from home.
Excellent, says Number One, Microsoft stands up and says, We have, Number One, maintained the illusion that B2B companies can achieve the same results as B2C, and the requests for investment gets ever longer. This means our investor operatives are commanding a higher percentage of their new businesses before they've even started trading. Commendable Microsoft, as always, is there any other news to report?
The government agent slowly stands to attention and says Number One, I'm pleased to inform you that we have a record number of business failures. Even with the futility of pandemic bailouts, we've exceeded the average of half a million business failures every year, and businesses are so focussed on survival they fail to realise they can't achieve any higher than the average of ¬£120,000 (grand) per person per annum because of the collective systems we've all put in place.
Number One whilst stroking his white cat with his identity obscured by frosted glass, concludes the meeting by saying Well done, ladies and gentlemen, your regular bonuses will be transferred to your Swiss bank accounts. As always, as the steel shutters roll down, he bids them goodbye until next year's gathering of the Big Tech MarTech controllers. But the point is, it could seem like there's some kind of conspiracy that's going on there because you've got all this software, martech, sales stacks, tech stacks, martech, stack sales, tech stacks and so on and so forth.
So what's going on? What could be done? Well, you think, well, we're told marketing's complicated because isn't sales is not complicated, is it? We know it's never been complicated. We can order anybody can do it can‚Äôt they? But the thing is, there‚Äôs no university degrees for salespeople, you get university degrees for marketing, CIM qualification for marketing, but nothing for sales and the marketing
People tend to say, Well, we're giving you all these leads, but you know what's going on? Why aren't you closing them and you kind of get to this point? So if you're giving us all this stuff, sales people say, well, where are they and if it was that you know I just think that the the process surrounding marketing, they want to make it appear as if it's very complicated with the massive stacks they've got to put together.
But the reality is, is that there are some fundamental problems. Now, if you look rather than watch John Travolta twitching I’ll just for this, I come on this in a second, but if you listen to just for a second, the reason that we're not millionaires with all this technology that's available is because it's snake oil. It's a blag‚ it's nonsense when it comes to B2B selling.
And I think that the crux of it is the B2B buyer wants to remain anonymous. I do. And I know you do, You don't want people calling you up. So the point is, we want this anonymity, but marketers think it doesn't exist. So you remember, Stop the Pigeon and you can where I’m going with this, but it's not misplaced.
childhood. But, Stop the Pigeon. It was Dastardly and Muttley in Stop the Pigeon. And that the theme music was, ‚Grab him, nab him, smash him, whatever. And that's what marketers want to do with prospects. They want to grab hold of them, leave out something to entice the prospect with and grab them and get the details everything else and sit there like The Cheshire Cat and give the information and say there's a lead.
It's like, no, life doesn't work that way. So, you know, when we come to this this point of what is going on. Why is there this constant problem? If you look at ABM, I read an article this week about ABM and this guy said that within ABM strategies you need to account or accommodate 14 people, seven active and seven infrequently active.
If you follow ABM through to its proper conclusion, it means you need 14 pieces of personalised content for everybody. You have to think about that. So everything I'm saying multiplied by 14 everything I said last week and the week before, multiply it by 14, they went on to say. Oh yes, but you know, you see with, with, with ABM sales and marketing, we're all in this together.
We're all part of the same team. And I'm thinking really? Oh yeah, we'll part the same team. And, you know, if you liken it to a soccer, to a soccer match, to a football game, a football match, so you going to pass the ball to each other and so on. And it's all a joint effort and someone scores.
But so what it is relevant. The team won. Clearly this guy had not heard of the Ballon d'Or, Cristiano Ronaldo or Messi and the millions and millions and millions they paid and the bonuses they're paid for scoring the goal, which is what you get as people involved in sales. You get to score the goal, you get the bonus. So if you look at that and you think it's the worst analogy ever, but then the point of the article was about how to defend your marketing budget.
So you've given this naff analogy, yet you're helping CMOs defend their budget. Well, if, if you don't get any leads, anybody that is honourable toward the company will go, Well, look, I, I don't want any, don't give me any money, I don't care. We need to get a way of making sure we're engaging prospects and so on. Budget is irrelevant.
We're all on the same team, aren't we? Aren't we? Clearly not. And this guy said, if you're not happy, you know, speaking to your board of directors, I'll come along and I'll. I'll do the work for you. Could you imagine? Sorry, I know I'm the CMO, but I feel a bit awkward saying this. I've got this guy to come in and say on my behalf.
Really? I mean, it's just just awful. Well, I mean, so the $64,000 question is how do you get the ball rolling? And we go back to this that, that the problem that has and grown over the years is marketing tend, in most cases, to operate as if they were manufacturing, doing ‚Just in time, one or two emails here, one or two efforts here and there.
And so it's all just in time. Nothing genuinely long term, which is what I'm going to come on to in a minute. Why is that? It’s because of this, patience? Quite happy to go in and fight for your budget and fight for this and go into battle with people, but not have the patience to come up with something that says I need to hang my hat on this, but they’re not prepared to hang the hat on anything.
They just want to go for somebody's jugular who might want to buy something, maybe just because they showed a minuscule element of interest and they think that's a lead, but it's because they have no patience. And the reason that this seems to be acceptable is because excuse me, to the likes of Einstein saying, well, yes, it's easy making something complicated.
Anyone could do that. And that's exactly what's happened. You've got so many different pieces of software and stacks to deal with that you need an army of people to actually make it all work together. If indeed any of them would know how to make it work together in the first place. That's one of the challenges for lots of businesses.
But it's I'm not saying I’m a genius, I'm just saying just make it simple, you know? And so you look at that tech stack and then then you look at the people that you've got to get involved with you. Because if you've got all that tech stack in the MarTech in there, Marketing Automation, ABM, ABX, you've then got to have information to populate it.
So you’ve got to use Zoominfo, Cognism and so on to give you all the financial firmographic data to integrate that, to put that into Salesforce and dynamics or whichever CRM you’re using. And it's like, Yeah, it's really complicated. Yeah, it's really complicated. It just it surprises me, really does surprise me. So that kind of again, I really want to hit home the point that the futility of what's been going on and you're sitting there going, but we haven't got any leads.
I can see you lot doing all this work, but where are the leads? Where are the people that are genuinely interested? The people that have got their feet on the street are the salespeople. And your product doesn't change every 5 seconds, which means they're probably trained up really well in selling and discussing and communicating your product. So where are the leads? they’re consistent in what they're doing.
They can't chop and change. They don't chop and change what they do. They don't split-test their sales processes. So if their activity is on the one hand with salespeople, their environment doesn't change. So where are the leads? You've had 20 years to do this. You should be masters at it by now because the salesperson doing his job, her job is doing the same thing over.
They understand the product and how that product affects and works with given prospects in given scenarios. So there's a disconnect. We know there's a disconnect, there's always been a disconnect. But what's been happening is marketing's been getting away with the loudest voice saying, it's not your fault, yours. So what are we going to do about it?
Well, the thing is, we talked about content last week and really important to have varied content that suits the desire really of the prospect that's looking at any given time, depending on where they are, whether they want to watch it or listen to it or read it, whatever. So how do you reach out to people and maintain a level of awareness to build, to build your brand?
Now if you've got this just in time, this manufacturing mentality of just chucking stuff out there, write a blog and just post the link from your website to create a post on LinkedIn. Not going to work. So why? Why doesn't it work and what needs to be done? I'm not going to read that. You've read that. So back in 1997, there's this guy called Jeffrey Lant, Dr. Jeffrey Lant, and he said that between 7 to 10 touches were required in order to get onto somebody's radar for them to recognise you.
If you look okay. 1997 and even then one in three would get through because, they’ve gone to lunch, gone to the loo, not around on holiday, pretty much the same reasons why you can't get through to people on a on a phone call and some delete, delete, delete. You know, we all do it. So then it took 7 to 10 attempts, one in three, which meant 30 you had to have 30 things lined up.
Why? So where are we now? What's going on now? Well, if you come to now, you think you get that? You understand that noise? There are so many distractions, so many things, so many things going on, so many different platforms. You've got to be everywhere all at once per se! But it's not just the noise that you're dealing with.
There are the brands, I’ve just selected these they're nothing special, they just brands. But you've got brands, luxury brands, Non-luxury brands, all of them are appearing on every newsfeed, everywhere. So you, you think your competition, you sell, say, for example, you sell software and you perceive your competition being another software company that would make sense, but they're not that's not your competition really, in a way, not when you're looking to raise awareness.
Your competition is everything and everyone. So I'm not looking at your post. That's right. They're looking at all the other noise as they as their thumb is, is flicking up on their phone. So where as, in 1997 you need is 30 pieces or 30 messages. There's lots of formats that the messaging can take, can take shape as Yeah, so if you needed that many messages then now that people are saying it's like 25, 30 messages are required to get onto someone's radar before they start to recognise you, that’s a shed load (a lot!!!) of messages going out.
But then one, 1-in-3 get through. I mean, it's just easy maths, it's probably more say call it 1-in-3. So now I think you need 90, 90 messages, I mean and they've got to be, you've got to have that's constant, that's forever pretty much. You've got to maintain that. Why you got to maintain that. Let me just let me get rid of that for a second.
Why do you take 90 if you wanted to communicate, to connect with someone on LinkedIn, you would, you'd see them, they’re the right company, they're the right size of business, whatever, whatever parameters or criteria you've got. I'm going to connect with this managing director or CEO who whoever whatever is going on. I'd like to connect with you. Whatever, four or five, six weeks later, they connect with you.
You go, great, he’s connected with me. And what typically happens is like that, I just jump on them. I'm going to phone them, message to them. Can I see you? Can I see you? Can I see book an appointment with me here? And they go, Oh, give me a break. I'm interested. But that's an aside.
So it takes that person, say, four, even six weeks to connect with you. That's because they've accepted your invitation to connect 4 to 6 weeks. So if you're going to do any advertising, when which day are you going to decide that that particular prospect or your prospects are going to go online and wait to see your advert? Absolutely impossible.
You could never do it. It's like when people come out, Are you on Twitter, do tweet. You go, What's the point if my followers are not there at the same time, if I'm tweeting and they're not there, I'm tweet to fresh air. Yes, you can scroll down your feed. And how long have you got? If you’re a business owner running a company, you’re not going to spend time scrolling for goodness knows how long.
And even if you did, you go on social media infrequently you'll go, oh! I recognise him. Bingo, you've achieved it. It's a long journey. It's a long game. So when it comes back to do this, how do you do it? How did you go about creating an infrastructure that enables your company to stay front of mind and on people's radar with the least effort and least cost?
We've got this thing called Social 444. It's an easy way to describe it for adverts four times a day over four weeks and repeat 444 simple. How do we do it? What do we want to do? It’s not how, but what it’s about, is keeping adverts not article or blog links but adverts, just images with a link back to our content.
It's not complicated, but it's easily doable. So on the left here is an advert. You may have seen similar stuff that we've done on LinkedIn. That advert goes on LinkedIn plus the other platforms as well, but we're only concentrating on LinkedIn on the right top. Right hand side is the article page that the advert relates to. The article page is indexed by Google.
It's on page one and below is the text that we use. So when you fill out a LinkedIn post, you've got a text at the bottom at the top, sorry, image can go there which can go there or whatever image you want to post up goes below it. So that's what we do. So we set pictures up, the pictures were done in Mid Journey.
So we used AI for that. I know it looks like a bit of a messy slide, but work with me on this. At the top, that top row on the left, you can see the asterisks that asterisks, that star there is that image there. Okay, So I did five themes. We've got a knolling it's called a knolling layout.
When you lay the things out in order and we've got Star Wars, we've got orcs, we've got kind of old fashioned in the beige one there. And then finally we've got, what was last one, can’t remember what the last one was I’ll come into it. But basically a whole sequence is. Ah! Renaissance. So we've put, we've put podcast mics and, and video cameras and sort of that with people that were from the 17th, 16th, 17th century outfits and so on.
Do they work? Well, Yeah, they do work, but for different people. You can’t say this, this one advert is going to work, who knows? So we've got 90 odd adverts there and that's the information on the right hand side. Just a kind of reinforcing this to say. So we did the adverts, the adverts were put on a spreadsheet. We worked out what the URLs should be in conjunction with Google so we can track it.
And then once all of that was set up, all that information was done, we put it on a platform called RecurPost. Set & Forget. Oh yes it took a while. Not very long though. The longest thing that took the time were the adverts but so what! Do it once and then you can change them.
And the point of the adverts, if you're looking at that, you as a business owner, you in the company go, okay, well these are all our adverts. So this is our tone of voice, is it? This is how we're presenting ourselves. You go, Yeah, I love it or I'm not so sure about that but you're able to see your tone of voice that that's the point, that you can communicate who you are in different ways and methods.
But every single one of those adverts links to our content. So it's not complicated. So we've got this, this whole thing about setting forget. And we did I did 92 there. I think I’d had enough, but the point was I didn't like to do it but I've got, we've got loads of other infographics and downloads and, and things like this for example, which I did this infographic and it gives you the opportunity and anybody to write stuff and put stuff up that they that they want to post up.
So yeah, so we have 120 appearances, give or take, every month, every month. That's probably more content than you put out. You've got to think about that. You know, I'm, I'm a consultant. Yeah, that's what I do. I advise companies what they need to do, how they need to set up. Here's everything that you need. It's all in writing, it's all online, it's all on video, it's all on stream, go and do it.
But how much content are you putting out? You think about the most businesses, whether you use Oktopost or any of these other companies. Take the link that relates to a blogpost. I talked about blogs and versus articles, last week. And just post up the bog standard stock photo that appears that they've they used on the blog and just post that up and hopefully people who watch it read it. No. The point of the advert is you're advertising your content, you want to engage, but you want people to engage with you and your content.
So sell it to them. And don't worry about selling your product. You want to be thought of as a thought leader. You want to position your company as if it was an educational organisation that will help people achieve their goals. So sell your content. We talked about last week. If the content is no good, people won't read it, so therefore work to that structure that says it should be 15 to 1700 words long, blah blah blah blah.
Okay, so sell your content. And this is the perfect way of doing that because it's on it's on autopilot. That's what you want. You kind of start thinking, well, wait a second. If we've got this on autopilot, I think all these 120 adverts every month, four times a day going out, it doesn't matter when people go online, is it?
Not at all, because you're always going to be there. So you've got you can tick that one off. So that's the point. That's the point of this. If you want there's a download of course there's a download on our website, go to our website, go on to download and download this. In fact, it's also in the dropdown menu.
When you go when you when you go into it. So so that's the point. So then there's a big there's a big issue thinking, wow, I mean, all this work, all this activity which is going to cost it costs a fortune, isn't it? Well, no, you've probably got graphic designers. Probably. I don't know. It doesn't matter. But you want a finite number of graphics done.
You have X number of people working for you. You can obtain your themes to do with certain adverts from your staff you’ve then got Mid Journey and Stable Diffusion and the other A.I. platforms. You don’t have to worry about just about stock photos. Do anything you like. It doesn't matter. Chop and change, use stock, chop up stock, blend them, look at our stuff.
Look what we've done. But the point is, is that it's just graphics. You know, assuming, say, for example, assuming you've got your content, these are just graphics that point people to go and look, look at and read your content. That's all we're doing at the moment. But what we've got the reason I put this up here and I've got a spreadsheet that has got 25 tabs on it, and so each of those tabs represent all of the work that needs to be done.
We're talking streaming video, podcast, written content, the number of days involved, how long it would take, what needs to be done, how much needs to be done, all of the different recommendations. And that shows you that you can create a complete comparison. I mean, seriously, seriously important comparison to everything that you're spending at the moment to what it what I say it should be and ours is by comparison is pennies.
Of course, I want you to bring me up, say come and set it all up and make it all happen. Of course. But that takes time. And that's why we're doing these live shows, because it means you start to get to know me, get to know how I present what I'm presenting, and so you can make a decision.
But you decision to do what? A decision to evaluate what you're doing at the moment, why it's not working. I have never come across one company business to business company that said, Oh, we're absolutely smashing it on inbound leads Our sales people love us, said nobody ever! You pipeline? How are you going to do it? Next week's is a good live show, trust me...
Anyway. So we then move on to I just want to touch on this because he's really, really important part. But it's I'm not saying you're not technical because you are technical, but it's only to go through it in detail here. Monitoring speed. Google will send somebody to your website or any for any website based upon the speed in which that website serves that browser.
Google consider the browser to be their customer first. If your website slow, if there's too many, the cumulative shift and it takes too long to contentively paint what needs to go in, there’s a whole raft of things. If it doesn't happen quickly, you're not going to get the traffic. So that's because of Google. Put Google to one side for a minute.
Go what about your customers? Consider your customers? What needs to be delivered to your customers for your reasons, not for Google's. So there's GT Matrix and Lighthouse and different things that you can use that that that identify exactly what's wrong and tell you what to change. That's the first thing, second thing, managing your content. Last week we talked about primary, secondary, general, product and how to buy classifications for all of your content.
Doesn't matter what it is. With that, you then put an open graph tag in the metadata, which means you can identify it. Once you've identified it. You can see in your Google Analytics how long people are reading it or what people are reading and going back to the information to do with the Star Wars Stormtroopers advert, we saw all that data there that we had from Google meant that we could identify each individual advert and because of the managing content, because of the open graph tags match the two together.
We know this advert went to this page and they read it for how long? For as long as the TAG Manager triggers told us. So you used analytics in conjunction with tag manager, both free from Google unless you’re a much a organisation, so our TAG Manager says, yes, they've gone onto this page.
Yeah, yes, we've gone onto this page, but now I can see how far down, what percentages they've scroll down the page. Did they stop and watch that video. If they did watch the video, how long did they watch the video for and did they continue to the bottom of the page and click the call to action? I put on the page and anything else, Oh, downloads.
Did they download anything? If they did, what did they download Happy Days? Because what that says all that says is that everything that I said last week and this week is completely monitored. Absolutely everything is monitored, which means it's managed. And if you can manage it, great. Which goes back to if your content's no good and I got to use it kind of loosely, if it’s not good, change it, get rid of it or change it, update it, improve it, do whatever needs to be done, keep an eye on it as you would a salesperson, if they were consistently bad, you would fire them.
If your content is consistently underperforming because you've got a massive a really high bounce rate, it means it's not working great. Change it. It costs you nothing. And so far, you know Recurpost thing I talked about, about posting it four times a day every day on forever is ¬£40 quid a month, dollars, I don’t know, $50 a month.
It's just so it's not about the money. It's about using this to go, this isn't working over here. What are we supposed to do if something's not working? What do you do? And it's a bit like, Well, no, nobody has come up with better, with a different idea, with a different approach. And because going right the way back to today, what I started off saying.
Marketing want to get everybody to perceive that it's ever so complicated. But it’s nor, we know it's not. Marketing are admin people that's what they are. That's their role, that's their job. They are not entrepreneurially creative individuals that are going to flip your business and make you and help you make millions. Never ever, ever. Salespeople will, but not marketing they’re admin. So tell them what they need to do next.
Do this. Do it because nothing gives you massive exposure. What do you want the salespeople to go with? But we need exposure. We were not reaching anyone. And you got BDRs, a needle in a haystack, picking up one piece of hay at a time trying to build your business. Absolute nonsense. Absolute nonsense. So next part of this is this is called Content Stack.
Now, content stack is something you do for your customers. Your prospects. What is it? It's a single page on your website that helps them with everything everywhere, all at once. I know it was a film. So this is our this is our Content Stack. Look at that. Shall I get the right angle there? So our Content Stack, we've got a video there that explains what it is.
We've got four stages, as you can see on the right stage one that was last week. Stage two is this week, Stage three is next and so on. And so you can go anybody can go to this page and look at it. Go right, Nigel thinks that we should read this stuff and once you've read it, you will be enlightened about what the score is.
And then there's a Call to Action at the bottom and you'll contact me because you could evaluate whether I'm talking absolute nonsense or not and say, We'd love to work with him, or You've got to be joking. You wouldn’t say that! I'm sure you wouldn’t :) but so everything's there. We have to hold what we've got as companies.
We must hold what we have with open with open hands. Not like that. Holding it like that causes problems. That's called an email form or marketing automation. We've got all this information, but we're not going to give it to you. You've got to go, take it‚ that’s what we did in the past, yeah, you’re quite happy to send a salesperson halfway around the world to go and see a prospect cost you a fortune.
But to get to that point, you want to hold onto all your content. No, give it to people. The more people that know your content. Brilliant. You know, you can download our brochure, the telephone numbers on it, the email addresses on it. You can contact us any way, anyhow, when you're ready. I'm never ever going to call you. Trust me!
That's why I'm doing this. Yeah. So going back to that, there’s your Content Stack, it works well. It's very effective. And I know this because of our analytics. We know what people are doing. We know our bounce rate has dropped down it’s like 60%. We know that no, it did go up, it did go up to like 80 90%.
It drops down again. The time on page, you look at the time on page and because if you've been using analytics for long enough, you know that people will have been visiting your site, stay and leave and so you've got like two or three years tracking as long as you think, as long as you changed over to GA4 Google Analytics 4 because Universal has stopped now, I think it stops in August so you'll have your analytics from there but they're separate so hopefully your team will put your Google analytics 4 because Universal's finished this year and you lose all your any ongoing data.
So what's this about that ultimately this is still about changing the way that you do things. If you if you haven't got a comparison, keep quiet. As business owners we know don't come to me with a complaint I'm not interested in you moaning. Come to me with solutions. And that's what these series of livestreams are about they are solutions and they've got to be logical, absolutely logical, there’s a couple of things.
I’ve got these books, Don't Make Me Think - by Steve Krug, the book it's about web, it's about web design and user experience and so on and it's about communicating everything so people don't have to think. So they go, I understand what you say. I get it. And I did. I did this.
I mean, I did this. I wrote this book a few years ago, it’s a Dummies type book. And the reason I say that it’s a Dummies type book is because of this and the index. So we've got a standard index there which you could just about see. And then we've got the detailed index, which is after that. And this is about the integration of technology to generate a profit.
You can download this on a website, of course, and you can get it from Amazon. But what I'm saying is you need to communicate who and what you are in the easiest way possible and they'll love you for it. They always people always love you for it, but it needs to kind of be planned. You need to blend it with not being desperate.
You've got your mechanism in place, whatever it is at the moment, fine , crack on, but where we're going with this is we're doing something that you can start and it will not stop. It will just keep gathering momentum and keep growing. And that is what you've always wanted for the whole time that you've ever been in business. But marketing have let you down, digital marketing has let B2B down.
And that's why what we've got here and we have this operating system and there is a mechanism, if I was just saying, just do a bit here and a bit there, it is incomplete. We as an organisation, we need to communicate to you an end to end alternative strategy and within that that's going to include who does what.
We've got technology, content and revenue. They're not the top, just the middle. A quarter of the way down those blue. Technology content and revenue and as a method and below that are all the different people within those different groups. The middle one is content which can be very large, but they are a different group of people to whom you employ.
Right now. You've got to understand it. Do you employ them? Do you contract out? Doesn't matter. It's irrelevant because you need a finite amount of content and we'll talk about more things like that next week. But, but the point of this is that you can from there you've got... again download on our website... Anybody talking to you about different ways of operating and functioning must be able to go from attraction to retention.
You've got to get in there first. You've got to be able to generate that interest and then follow that through. And the point of what we want to do here is provide a mechanism that prospects can find you engage with, you learn from you and decide to buy from you before you’ve even spoken to them. And your salespeople walk in there or do it online and clean up because that's what every single person, every single business is looking to do.
Self-educate, Listen to Gartner Self educate 83% Want a self-educate self-serve and speak to a salesperson when they're ready. So therefore, next week we're going to talk about how to reach the largest possible group of people on a regular basis than you've ever done, ever, ever. And it's not just this. There's a whole there's a mechanism that we apply that means you can reach out to them and invite people that are looking so we covered this, we covered the problem.
We covered the way of being able to reach out to the largest number of people. But keep maintain that visibility on the platforms that they're at. So we talked about LinkedIn, but with the same software, there's no difference because the same software goes out to to LinkedIn, Facebook and Twitter and multiple accounts, like I said.
So, you know, between you and your staff and your company pages and so on, you will have thousands or tens of thousands of people that you're connected with. Let them know what you're doing, put information out and right the way through to his infrastructure. We have an infrastructure strategy. It's available. Go on our website. Go and download it and that’s it.
It's not it's not complicated. And then next week, finally, like I said, Engaging with Prospects at Scale. Best part ever and the simplest analogy is you’re watching me. I don't know how many people are watching me. I think that might faze me one way or the other, but it doesn't matter. It does not matter because the point is there could be one, could be ten, could be 10,000 is irrelevant.
You can have your team doing this every week exactly as I'm doing to, who knows, thousands, thousands and thousands of people. But imagine you've got this large team of BDRs who are doing this needle in a haystack ringing and trying to find people on sales navigator and so on. And you go, okay, draw a line.
Put that to one side. It might feel a bit awkward just getting rid of them all at once. And then you set something like this up in parallel because you can, because you've got the comparison. And so when you set up in parallel, you think, okay, we've got a couple of three cameras and a couple of people that are gregarious enough and outgoing enough to be happy to sit in front of a camera to do this, my biggest issue, I get more nervous right at the beginning.
Is everything going to work? But doing it, it’s me and a camera? So that's that. That's it for me for today. I hope you enjoyed it. And join me next week. I'm going to go through how to reach thousands, tens of thousands of people. It doesn't matter where they are in the world. So if you're thinking of expanding to another country, do this first.
Yeah. So I hope you enjoyed that. That's all from me. I'm going to press this last button and it should play another video and we'll be done. That's it. See you next week. Bye now.