9 - Grow Live - Grow Live on the road from Inbound and NSC.jpg

 

SMS is on the road bringing you the latest news and information you can use to make the most of your marketing efforts.

In order to succeed, you need to be constantly learning. That’s why the Safety Marketing Services team took to the road to attend not one, but two epic events: 2017 National Safety Council Congress and Expo and INBOUND 2017!

Watch, listen or read now and learn more about:

  • Why brand awareness and relationship building should drive your business
  • How to use automated emails to nurture relationships
  • Why a blog or website page can’t replace a handshake
  • What is Facebook Watch and why it could change everything
  • How SEO is changing and what you need to know
  • Tools you can use to make your marketing easier and more effective

  “2018 is the year of empathy,”—Renia Carsillo, SMS Director of Digital Strategy.

You don’t want to miss these special Grow Live segments that feature our own Matt Johnson and Brady Price at the NSC and Renia Carsillo and Misti Ferris at Hubspot INBOUND!

Let us know your thoughts! Were you able to attend either event? Do you have questions you would like the SMS team to talk about?

You won’t want to miss the SMS nerd squad as they geek out on all things marketing!

 

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Click here to listen to the audio-only version of the show on your favorite podcast app. 

 

Read the Grow Live transcript...

Lief:

Hey there, welcome back to the Grow Live show. I'm Lief, digital producer at SMS, as you can see we've got a very special episode this week. We're going to be going remote to Indianapolis, and then over to Boston. First, let's check in with Matt and Brady, over at the NSC Congress and Expo.

Matt:

All right. Hey guys, welcome to Grow Live, sponsored by Safety Marketing Services. This is the show where we discuss digital strategies for industrial marketing. So guys, today you're going to have to bear with us, so we're doing something a little bit different, and hopefully it'll be fun. But we're going to be doing a split show today, and I'm excited about this. The team is actually split up in two different parts of the country right now.

 

So I am coming to you live from Indianapolis at the National Safety Congress and Exposition, where we spent the last couple of days learning about some of the best brands in safety, innovative products, and connecting with good customers and prospects. And Renia, who typically is the other co-host on the show here, she and a couple members of our team are in Boston, Massachusetts right now, where they are attending the Inbound conference, which is the worldwide phenomenon that is put on. It's an incredible event put on by our software partners at HubSpot, and they are learning all about the very most up to date best practices as it relates to Inbound marketing.

 

So we're really tying both parts of our business together today in the Grow Live show. Obviously, we're committed to the safety industry, and being one of the most helpful companies in the industry in terms of going to market, and also on the other side, learning about the best strategies for Inbound marketing. So we're trying to tie it all together here today. So I'll be going live here for about a half hour, we'll talk about some things as it relates to event marketing, and we'll be talking about how to incorporate digital marketing into your event.

 

So if you're a marketing manager, and you are putting on an event like an NSC booth, or a smaller regional show, we'll talk about how to incorporate some digital strategies into your next event. But before I get there, I want to do something that we typically haven't done very much, but that is to just tell you about the show, and how you can connect with the show, and how you can get this content.

 

So first of all, we're on Facebook Live right now obviously, we would appreciate if you haven't done so already, go ahead and like our page, and follow us. Then we sure would appreciate it if you would like, comment, and share this video. This is a live show, so if you have any questions, or comments, I got my man Brady Price here, and he's been with me this show, Brady pop in, there he is. So he's going to actually be here on the chat. He'll be able to chat with you guys, if you have any questions. We'll take a minute at the end and answer those.

 

But, so yeah you can connect with us on Facebook, also YouTube. If you want to wait for a higher quality video, a more produced version of the show, you can wait to jump on our YouTube channel. We usually have that posted on Friday after our Wednesday show. So we would appreciate it if you went and subscribed to that YouTube channel as well. Also LetsGrowPodcast.com.

 

Again, that's LetsGrowPodcast.com. There you can listen to episodes, put those ear buds in, get that Grow Live content delivered to you that way. Also, subscribe to iTunes, if you're on iTunes. Man, sure would appreciate you guys giving us a good review, and giving us your feedback, even if that's not a good review. Just love to have your feedback, genuinely would appreciate that. Oh, and speaking of feedback, if you have any questions, or some ideas for future episodes, and some topics that you want to hear about, please send those over to info@Growithsms.com. That'd be awesome, so appreciate your help with that.

 

So let's jump in here to the topic of the day. I'm going to talk about NSC 2017, and I'm also going to talk about incorporating digital marketing into your next event marketing project. So a couple of things here, first of all like what do we do here at the show? What's the purpose of the show? How do other people use these types of shows? This is a big event. There's thousands of people here, and this is where supplier brands come to showcase their most innovative products. It's about brand awareness; it's about developing and maintaining existing relationships with your distributor partners, as well as end users.

 

I would say that this is mostly a distributor show. Meaning that this is about the supplier brands, the manufacturers connecting with their distributor partners. Building those relationships, introducing new product lines, and communicating what they're hearing out in the field. So it's all about communicating and connecting with those partners. So whether you're a supplier, or a distributor, this I would say is the relationship show in the safety industry. And it's really important to begin those relationships, and nurture those relationships, and what better way to do that than seeing your customers here in face?

 

Shaking their hand, taking them out to dinner, buying them coffee, and that's pretty much what we do. So we did an exhibit, we don't have a booth here at the show. But Brady and I, we book our time 100% with client and prospect meetings. And we find that is the most valuable way of spending our time. And the ROI on that is really incalculable. It's enormous, ROI, because nothing, no email, no flyer, no blog article can ever replace handshakes, and face to face meetings. So you'll hear us talking about in the marketing, and content marketing. Don't misunderstand us; we are not saying that replaces the human interaction, that's obviously the most important part of growing your business.

 

So I'll tell you a little bit about how we did that, because you might be wondering what's involved in scheduling those meetings. And I'll give you a little hack here, a little tip. So the key to scheduling meetings is to start about a month out from the show. If you start much further out than that, it's not on people's radar yet, and they got too much going on in their day to day work, and they're not going to be able to commit to any particular time of meeting with you.

 

So if you are looking to fill out a meeting schedule before a show, definitely recommend starting about a month out. What I did was, I put together a series of three emails, so I used a little automation, and put together three emails that would follow up with my customers and prospects. So the first email template that I created was basically invitation to come meet at the show. "Hey, I'm going to be at NSC, are you going to be there? And if you are going to be there, love to meet up with you. Love to grab a drink, and hangout, and talk about what's up." So that was my first email.

 

A lot of people replied to that and said, "I'm in, definitely want to meet with you Matt, that'd be great." And we got those scheduled on the books. However, not everybody opened that first email, so I had a second email canned ready to go. And that second email was just like a reminder email, kind of like, "Hey, I know you're probably busy, probably preparing for the show. Even if you're a marketing manager, you're exhibiting. I know you're busy, but sure would love to get on there, and we would love to meet you at the show, and get something on the books." So that second email was ready to go.

 

Then finally there was a third email, which was sort of my breakup email. Even though I'm certainly not breaking up with any of the relationships. What I'm doing in that third email, is I'm saying, "Hey, you didn't answer my two emails, so I'm guessing you're either not going, or you're too busy, that's cool. But hey, one last chance if you do want to meet with me, here's how you can do that." The other thing that is really super helpful, and if any of you have seen an email from me, you'll know that I use HubSpots' meeting tool.

 

So the meeting tool is pretty slick, in that it's a link in my email, which will allow my customers and prospects to just click on that link, it pulls up a landing page that has a calendar. And that calendar is connected to my Gmail calendar, which ... or my Google Calendar, and it shows all of my availability. So all my time that I have available, it's there, and you can just pick a time that works for you, and schedule a meeting with me. And that way there's no back and forth about like, "Hey, are you available at this time?" "No I'm not, how about this?" That can be super annoying, that's time consuming, so I've stripped all of that.

 

And obviously, the three emails that I created, those are templates that once I created them the first time, all I had to do was personalize them for everybody that I was reaching out to. So those three emails were used over and over again with everybody I reached out to. So I reached out to like 50 people, I ended up scheduling like ... No I didn't reach out to 50, like 30 people, and I ended up scheduling 15 meetings. So about half of the people that I reached out to ended up scheduling a meeting with us, and we made it really simple, and it was fast, and I didn't have to spend a lot of time reaching out to every single person in a completely customized way.

 

So that's my tip for scheduling meetings. But now let's shift gears a little bit, and let's talk about how to incorporate digital marketing into an event like this. So if you're a marketing manager, and you are going to exhibit either at a smaller regional show, or a bigger national show like this, you're going to be investing a pretty substantial amount of your marketing budget into this type of an event. There are displays, there's graphic design, there's planning, there's shipping costs, there's the cost for the crew here to go set up your booth. So there's a lot that goes into this, and it's a big investment, and I can't tell you how many people I've talked to who have told me that they have a very difficult time proving ROI on this, because there's very rarely any organized follow up that happens after the show.

 

Some people do a good job of this, and sometimes it's a manual process, but it typically goes something like this, all right. I put together this great booth, I'm in a good location, I'm getting good traffic, and what's happening is people are coming in, they're interested in my products or services, they're converting into leads at the show, so I'm scanning their badge, or I'm getting their business card. And let's say I walk away at the end of the show after three days with 200 leads.

 

Well these 200 leads are all over the board, right? Some of them are customers who already love you, some of them are prospects who are unqualified, so you have no idea if they're the person wearing the equipment, or they're the person who's in charge of 10 plants across the country, you have no idea what level they're at, sometimes you do. Then you have ... and you have everybody in between. So there's a lot of filtering that has to happen after the show. So the way it typically works, and if you're a marketing manager, you can relate to this. I'm sure this is part of your world.

 

So the way it would typically work is I come home from the show, and I have spreadsheet. So you know some of these automated badge scanners, they basically will kick you out a spreadsheet of all of your contacts with their name, and their title, and the company email, and phone, and all of that. And you'll get the spreadsheet, and then you either have to qualify them manually, which literally means like going through each line on that spreadsheet, and if there's 200, it's a beast of a project.

 

You're going to go through each line, and you're going to go look these people up. You're going to do a little stalking, you're going to go look them up on their LinkedIn page, LinkedIn profile, or their company website, and you're going to find out like is this my ideal customer? Are they qualified to send out my sales team? And that's a manual process, it's difficult, it's time consuming, and it also delays the follow up sometimes pretty significantly.

 

So like if I'm a marketing manager, I'm already wearing five hats, and I've got to come back from the show, and I've been going through a long spreadsheet qualifying these leads manually. Difficult, because that may take me a week or two, and by then the lead may have already gone ice cold. So by the time you get them to your sales team, they're not warmed up, they're not ready to go, which is unfortunate, so you may end up not capitalizing on that opportunity that you created at the show.

 

So that's the problem, and this is all too common, and it's not the small guy, it's not just the small guy, it's the big companies struggle with this as well. Multi-million dollar global brands are struggling with the follow-up from these events. They know that they do it, they know that it works, because the relationships are the most important part, but they struggle to measure any kind of ROI from these types of events.

 

So that's where I would get into ... this is where I feel like I'm going to turn the corner here, and just talk a little bit about automation, and what that can mean to helping you solve this problem, making your life a lot easier. So the way that we would recommend doing this, is by having a plan in place before the show which involves some automation. So I already mentioned some automation, like when I was setting up my meetings. That's how we do it, but I think what I'll do is I'll take a few minutes to walk through how I would do it if I was marketing manager at a company that was exhibiting here at NSC.

 

So before I do that, I'll say one thing really quick, and that is- don't misunderstand me, the relationships here are far more important than the booths themselves. The relationships are more important than the emails. So sometimes as a marketer, we can get in the sales teams way here, and what we really want to do is clear out every obstacle, and make relationships the focus of our event. So I've seen a lot of good displays, or a lot of good booths here that allow for networking, allow for meetings, and those are the most popular booths.

 

Where we think we struggle a little bit is where you see these displays that have nothing but products, and it's literally like walking into a retail store, and it really gives you the impression that the products come first, and then relationships second. So one thing I would recommend is having a booth design that incorporates some form of networking. So tables in the middle of the booth, lounge area, or private office is really amazing. Okay, shameless plug, Accuform, brilliant, booth is here, got to give mad props to marketing director over there, Brad Montgomery. He's just a class act in booth design. He's done this for many years, and if you look at their booth, it's just fantastic.

 

As products, there's plenty of areas for networking, and having impromptu meetings, so there's space to do that. Products are prominently displayed all over the booth, you're not going to miss the products. But there is a big part of the booth that's dedicated to private meeting space, and that private meeting space is booked solid throughout the show. I asked if I could possibly just get 30 minutes to do my live show there, no chance. They're using that thing 100%, and you better believe that they're going to see the ROI from this event, because they invested in their relationships.

 

All right, so let's talk about a game plan here. So what I want to do is I want to spend the rest of the time just talking about what a quick game plan might look like, and keep in mind, I only have a few minutes here, so this is not going to be exhaustive. But if you want to talk about it more, hit me up, and we could maybe chat about this. So here's what I would do, first of all, we need a plan. Okay, we need a game plan, it needs to be written out, it needs to be communicated to leadership about what the strategy is for our show.

 

We can't just go into this thinking this is what we do every year, we go, we exhibit, we show our products, and the idea is to create brand awareness. That's not a very measurable goal. That's not a smart goal. So what I would just say is let's create some smart goals, and a game plan to reach those smart goals before we ever lift a finger at this event. So it goes something like this, first of all, I want to know how many meetings do I want to schedule in this event? So if it's a very much of a relationship type show, like NSC 2017 here is, I want to make sure that I have a number of meetings set as a goal.

 

So if I know that I have 25 meeting spaces available in the time that I'm spending here, and I book 20 meetings, maybe my goal is to book 20 meetings, and if I get 25 great. But if my goal is 20 meetings, that's a number that I can shoot for, and I can attain, and that's why that would make it a smart goal. So I want to track meetings, that would be one thing I want to track. The other thing I want to track is MQL's. So I want to track Marketing Qualified Leads, and a Marketing Qualified Lead is somebody who comes to the show, converts. It's somebody who we do not know, it's not a customer, it's not an existing relationship, it is a stranger who simply came by the booth, was interested in your products, and converted as a lead at the booth.

 

The other number I want to track here, my other goal will be SQL's. These are Sales Qualified Leads. So you remember when we talked about manually qualifying that lead list that we're going to bring home from the show? These are people who you may have your own lead scoring criteria, but let's say these are director level, these are managers, these are people with buying authority. These are the people that this is a company that fits our ideal buyer profile. This is a company who we know we're going to target as a client, or a prospect.

 

So we're going to qualify those MQL's, and we're going to really narrow it down into a small group of SQL's. The reason why this is so important, is because your sales team cannot handle 200 MQL's. You can't drop 200 MQL's on their lap, and say, "Hey, here's everybody in your territory, follow up. Do your thing sales person." That's not very helpful. But if you can, go ahead and qualify those leads before they get to the sales team, then they know. And if you can rank them and score them, like give them a number, like 1 to 100, and maybe you only give them numbers over 70, and all the way up to 100 in terms of relevancy score. That's even better, because then they can start at the top and work their way down.

 

And if you can narrow 200 leads down to 20 leads that are super qualified, that's ideal. That's what your sales team's looking for. Now let's talk about how you can do that. Rather than staring at a spreadsheet all day, and stalking people online, and qualifying them the manual way, here's where a post-show automated email campaign would really be helpful, and here's how you would do that. Before you even get on the plane and come to your event, or pack up the van and go to your event, what you want to do is write those emails out. So I suggest let's just do three emails, it could be longer, but let's say it's three emails. And again, just similar to the way I scheduled my meetings, three emails will allow us the opportunity to go in there and qualify these leads that we're picking up from the show.

 

So we'll send them an email, the first email will go something like this, "Hey Mr. Prospect, thank you so much for stopping by our booth at NSC 2017, hope you enjoyed the show, we sure did. We noticed that you were interested in our new x product. This product features blah, blah, blah, talk about the product. For more information Mr. Prospect, you can click here to learn more about the product. Or click here to request a sample." That is a qualifier email. So what we're going to do here is when they get that email, if it's somebody who's really interested, and they really do want to follow up, what they're going to do is they're going to click on that email, and that action we can use in an automation tool like a HubSpot, or like an Act On, like a Sharp Spring. 

 

We can use that action to automate the sales process. So we can send that lead to the sales team, we can integrate with our CRM, send that lead over to them, they know that they're ready to go, they're ready for a phone call. Okay? That's one thing. The second email, the second email would go something like this, "Hey, thanks for stopping by last week at the show." This email probably should come four or five days after the first email, and it should be a reminder, "Hey you came by the show, we'd love to help you out with this stuff, here's some information." Again giving stuff away, and letting them take the initiative. Instead of, "Hey would you like to talk to a sales person right now?" That's not the right approach yet, we want to let them tell us they're ready to buy.

 

Third email, again, it might be your breakup email. This is might where you say, "Hey, we tried reaching you a couple times. Here's some more information about the product, if you're not interested, no problem. Maybe we'll talk again in the future." But this email, if they don't open that email up, then what we're going to do is we're going to take that lead, and we're going to put them back into our marketing bucket where we're going to keep nurturing them until they're ready to buy, okay?

 

But if they do take action on one of those three emails, boom, ding, ding, ding, off to the sales team, and they can follow up with that hot lead. Secondly is ... So that was the post show follow up, and you want to do something very similar to this to the pre-show. And what I would say here, is incentivize, incentivize, incentivize your contacts into coming by the booth. Some great tactics for doing this, there's lots of ways of doing this, but a couple ways is to put together an email sequence that would allow you to communicate some sort of offer, incentive for coming by the booth.

 

"Hey, we're giving away a free drone," I saw a couple of free drone giveaways here, which is pretty sweet. I know a couple of people at the office who would like a free drone. Sorry guys, I didn't fill out the form. But there's drone giveaways, there's iPad giveaways, all kinds of stuff. I saw Google Home and Alexis being given away. So those are the things that you would want to do. So for example, one way you can do that is to ... our good friends at Moldexdid this, so shout out to them, good idea.

 

They had a little checklist that you had to ... if you came by the booth, and you interacted with a product, if you talked with a sales rep, if you tried on one of the products, if you got a sample. If you did those three or four actions at the booth, then your name got dropped into the hat, and you were entered to win the giveaway. So you want to have some sort of incentive and giveaway at the show, that also gives you something to follow up with in the post-show follow up email workflow.

 

So those are a couple of really important things. Then the last thing guys, last but not least at all, is to measure that your results, and to connect the loop with your sales team, by having that marketing meeting after the show. After the follow up, let's get together with the sales team, if you're the marketing manager, let's pull them together, let's get in a room together, and let's say, "All right guys, here are the leads that we created. Here's the meetings that we had. Here are the sales qualified leads that we delivered to the sales team, how did you guys do on your end? What did you hear?"

 

And this is where your sales team can give you some great feedback if you're connected here. Sales team can give you feedback about what the customers were saying about the booth, what they thought about the whole entire experience, how were the meetings, and also how were those leads? How were the leads that we gave you guys out of the lead nurturing, and the qualifying workflows that we created? The ones that came out the end, like what were the quality of those, and did those end up turning into perhaps some in person meetings? Some walkthroughs? Some business site walkthroughs? Or did those end up getting pushed to a distributor for instance, if you're a supplier. Those are the kind of information that we would want to know as a marketing team, so we can tie all of this back to ROI.

 

And that is how you can be a smart marketer in the industrial safety space. So guys, that pretty much wraps up my thoughts on how to connect digital strategies with your event marketing, your more traditional marketing. But I wanted to check and see, does anybody have any questions? Brady? And if they do what do you got? Or do you have any thoughts you want to share? We got no questions, we got no thoughts. All right, I actually have a lot of thoughts, but I think I am technically out of time. But guys we'd love for you to hang in there. Renia will be presenting live from down in Boston. That's the cool show guys, this is the nerdy safety show. Okay, we're here at the nerdy safety show.

 

She's at the cool Inbound with all the hipsters, all the hipsters in the United States that are in marketing are in Boston right now with Renia, and with Misti, and with Bethany on the SMS team, and I can't wait to hear from them. Guys, thank you so much for watching Grow Live, we really appreciate you following us, and liking us on Facebook, YouTube channel, and our podcast. Give us a review, and we'll see you again next week for another episode of Grow Live, peace.

Lief:

Thanks Matt, now let's head over to Boston with Renia, Bethany, and Misti, over at Inbound.

Renia:

So we are here for the second half of Grow Live this week. If you watched probably about an hour and a half ago, Matt and Brady were on at NSC there in Indianapolis, and Misti, you guys have seen Misti before.

Misti:

Hey guys.

Renia:

Bethany, who's behind the camera managing the comments, and I are all in Boston at the Inbound conference. So we thought it would be fun instead of trying to figure out what to do back home, if we brought you guys what is going on at the conference this week. So we have been here since Monday, learning about what's new in digital marketing, what's coming from HubSpot, and new things that we can use to help you all grow your businesses going into 2018. So Misti, tell me what you're learning this week?

Misti:

Well there is a lot of focus this week so far on video, surprisingly enough.

Renia:

No surprise there-

Misti:

That's no surprise.

 

Renia:

Yeah.

Misti:

They're just talking all about people using Facebook Live, and how the landscape of marketing is changing thanks to video, and how easy, and accessible it is. And just really getting people that are here, people like us, to understand how to most effectively use that for their clients, like you guys.

Renia:

Yeah, one of my heroes in the digital marketing, particularly social media space, Mari Smith is here. She's done a couple versions of her class, because it's so popular, and one of the things that she said that hit me really hard, is if you're sitting at home thinking about YouTube, and thinking about how you really wished you'd gotten on that train six or seven years ago when it was pretty easy to build a presence on YouTube, Facebook video, particularly Facebook Watch is at that point right now.

 

Where it's new, and it's possible to build a presence in a way that YouTube was years ago. And nothing is better than getting in on that ground floor of a new thing, because it's so much easier to build an audience when the space is not as crowded yet. So it's been really exciting to see what's coming, not just with video itself, but also with live videos, and with serialized shows. Misti learned a lot about video, right?

Misti:

Yeah. So there was one of the speakers that I was listening to, he focused a lot about the relationships that you build by doing video, because everybody's already putting content out there, everybody's making blogs, everybody's sending those email blasts, or putting people in workflows. We try to make them as personal as possible, but even still they're not as personal as a video is.

 

So you can reach people, you can be very relatable, and you can be very in tune with them. And the best part is they can feel like they're a part of what you're doing. They can relate to you. It's easier through video than through any other media that we have. So we're learning how to take advantage of that. We've been selling it on our own for a while now-

Renia:

Yeah.

Misti:

And we have a great team that serves us well at SMS for video. So we're all as an agency learning a little bit more about how to apply that to every single thing that we touch. Because pretty soon, if you're not, you're not going to be able to reach very many people.

Renia:

And this is super uncomfortable for us right now. So we are sitting in a little seating area, and there's people all around us doing their work, and there's a TV playing behind us. And we're here coming live, we're used to doing this in the studio where we have Lief and Brandon, hi Lief and Brandon back in Florida! With their beautiful cameras, and their production behind us, where it takes a lot of the vulnerability of it away.

Misti:

It's a safe space there.

Renia:

It's a safe space in our studio, and it feels a little different sitting here, right?

Misti:

Yeah, because these people don't know us, they don't know... there's a lady that's staring at us.

Renia:

Well but somebody gave us a like for that, so that's nice. Yeah, so it's really exciting to see what's possible. One of the things I really am enjoying is clearly HubSpot and the whole team that put together Inbound has been focusing a lot on the relationship aspect of digital marketing this year. In all of the intro bit videos, they're talking about empathy. We opened the week with Brené Brown, who is the queen of vulnerability, and teaching people how to deal with shame and fear.

 

I think that's really important, I know a lot of you that watch us every week are a sales person, or you're on a sales team. So the marketing side, it seems like really top level, and kind of pie in the sky, where you're down in the trenches really connecting with people every day-

Misti:

Putting yourself out there.

Renia:

Putting yourself out there. I feel like it's been really connected, hi Brady, we see you on there, thanks for watching us. I think Brady and Matt are watching us from the airport. So it's felt really good to see that acknowledgement of how important the connection is this week. And there has been session after session after session about relationship building.

 

So if you're in a sales team wondering about this digital marketing thing, if you're a marketing manager trying to get your sales team onboard, that is what everybody here is buzzing about this week, is how do we bring marketing and sales together? How do we have empathy for the customer? And use this, whether it’s video, whether it’s your content, to ultimately build those real in person relationships. And I've been to a lot of conferences like this, and I don't think I've seen them as focused on that particular aspect as it's been here this year.

Misti:

Yeah. That's definitely the heart of this conference. I'm enjoying it greatly. It's just one of those things that are a super great subject in my opinion. I got one really good sales tip that I-

Renia:

Oh-

Misti:

That someone referenced-

Renia:

You get a sales tip, I like it.

Misti:

Yeah sales tip, and it involved videos, hi! So one of the things that they said it was easy for someone to do. Even with starting out you have your basic, super ... you're using your iPhone 4S maybe, I hope not. You can just take that, and you can record the answer to one of the common sales questions that you got. Even if it's just a minute and a half video, just selfie style, one answer, and try sending that to one of your clients who have asked a question that you've answered 1,000 times.

 

Because instead of answering in an email form, they're going to click that, they're going to watch it, and they're probably going to share it. And they're probably going to say, "Huh, if she's doing it, and I really like that video, and it only took me a second to watch it. I understand it, I can hear his tone a lot better. It's so much more personal than just sending that email." So people are responding to that. So it's kind of a little challenge, I can't wait to try it, I'm going to ask-

Renia:

I like it, yeah!

Misti:

My clients to use it. And I'd like to see, like help out our sales team, see if they want to try something like that, it's just really interesting.

Renia:

We're actually talking to the Wistiateam on Monday, so downstairs in club Inbound, they have all kinds of great partners. Wistia we already partner with, and they were talking to us about Soap Box, which makes it really easy for those of you that are on Wistia to do that right now in a really simple, really beautiful way. So if you're using Wistia already, and I know a lot of our clients are, you definitely should check out Soap Box.

 

I do want to say too that there are a lot of really exciting things coming from HubSpot. A lot of huge game changing new things coming out from HubSpot. Some of them that are kind of dorky and exciting just for us on the agency side, but some of them that are really meaningful to you as the user. Like you in the industrial space, we've been talking a lot about e-commerce, and there is a native integration with Shopify coming in early 2018, which is huge for you.

 

Because a native integration means that HubSpot will support it, and that is like very exciting. Very exciting stuff. There's also some formatting tools coming, some chat tools, and some really in depth new reporting. Now Misti and Bethany were kind of laughing at me a little bit yesterday, because yesterday was total nerd day for me. I was at technical SEO classes, and Google Analytics classes, and really learning about how to dive into some of the numbers to figure out how to get the best results for you guys. And one of the things that is really come home for me this year is HubSpot is growing out this content tool, and we talk a lot about the death of old school SEO.

Misti:

Yeah.

Renia:

And how keywords are not as important as they used to be in a lot of ways, however, technical SEO, and the way that you structure your site. The way you structure your links, the technical aspects of your web build, your Inbound linking strategy, things like that, is having a renaissance right now. So when you used to hear a lot of marketers saying like, "Just write a lot of great content. As long as you put out a lot of great content, and it's really long, you're going to rank."

Misti:

And there's keywords.

Renia:

Yeah, you've even heard people say like 'the death of the keyword', and just lots of content. Lots of content. But it's really not enough, Brady says, "Nerds and ninjas unite to fight the war on marketing, winter is coming."

Misti:

Winter is always coming.

Renia:

So technical SEO is really having a resurgence. It's in its renaissance. It's very important, it is the base of your marketing, and that's great for me, because I love technical SEO. But if some of you are struggling with that, maybe you've ran some reports, and you're looking at some database errors, or your site speed isn't quite where it shouldn't be. Or your URL structure is having some issues, that is a little bit more advanced stuff that we really want you to get an agency involved in. Someone like us, or somebody else, that's something that I wouldn't recommend that you take on for yourself.

Misti:

It sounds a little too nerdy, yeah.

Renia:

A little too nerdy.

Misti:

You do it on your own. You need a nerd.

Renia:

Really been driven home for me how important that is. But I want to give you guys too, is some tips that you can take that we've learned, that you could probably take and apply right now. So Misti, what's your favorite, beyond your sales tip, what's your favorite tip you've learned that they could do right now?

Misti:

I actually haven't done any SEO classes yet, I have one coming up right after this.

Renia:

Nice.

Misti:

So maybe I can fill you guys in in the comments, but I haven't done anything yet for SEO. Everything's been ... there's just so many different aspects that we're learning about here, because the marketing world is pretty broad. But I haven't gotten anything in there yet.

Renia:

Awesome.

Misti:

I'm going to learn about topic clusters next-

Renia:

Nice.

Misti:

So we're going to get some info on that later.

Renia:

So topic clusters, it rolled out publicly I think last week to every site, but we've actually been using it in beta on some of our sites for a couple months now. So if you're inside of HubSpot, if you are using it, topic clusters allows you to choose like a main topic, say fall protection, and look at how all the other sub topics of that relate to your site, and help you understand where you need to build links.

 

So that helps you with content, but it also helps you with your internal linking structure. It's a super exciting thing, and one of the things that they said to us on partner day on Monday, that Misti wasn't here for, so I'll give you guys this tip. One of the classes I went to in partner day, they were talking about if you have an eBook that's hidden behind a form, try putting it out, and not like your number one lead generator. Like any book that maybe isn't generating a ton of leads yet, right?

 

Try putting it out on a page. Take the gate off of it where it can be indexed, and add different conversion paths inside, like different CTA's inside, and see if that creates a piece of pillar content for you that immediately helps with your rankings on that topic. And I really loved that, because that content has already been created, so it's not a lot of work usually. Especially if you're on something like HubSpot, or Word Press, to take it out from behind that gate, and put it on a living page where it can be indexed.

 

So if you're struggling with SEO, but you've built up a few eBooks over the years, because you've been playing with the Inbound marketing, I think that's a really great thing to try out, to see if it helps with some of your rankings. We're also learning a lot this week about how different- oh, Misti's having some allergy problems here in Boston. So we're also learning a lot this week about how to deal with different types of workers. How to navigate, I've been in a lot of agency sessions, and we've talked about how to navigate different generations.

 

Like working with millennials, versus working with baby boomers, working with the new gen Z, and that again comes back to that empathy question, and I just ... Billie Jean King, which was the session that I was just in, you guys probably have heard of her before, very famous tennis player. She was talking about the power of the millennial workforce, and how millennials have more empathy, and more innovative tendencies than almost any generation before them.

 

And she was talking about how their ability to be inclusive, and their ability to really see the hard work that needs to be done, and tackle it, is really an exciting thing, but they need to care about what they're doing. So if you've been in the workforce for a while, maybe you're a gen X'er, or a boomer, where you're kind of a put your head down and get the work done type of person, and you're trying to learn how to work with millennials, what I really enjoy is this idea of helping them find meaning. Like tell them, take them not even tell them, but take them down the path of finding meaning in that particular piece of work that they're doing.

 

So they're not just laying bricks, they're building a castle, that's going to be really critical if you want to have a good time with your millennial workforce. Kind of wrapping that back around to technology, if you're working with a millennial workforce, they're going to want to be engaged in your marketing. So if you're a marketing manager at a larger company, and your sales team often sometimes will be younger guys just coming out of school. Or maybe you have support staff and customer service, they're on the phones all day.

 

If you're marketing in your silo over here by yourself, it's going to be really hard to get that initial engagement. So why not give them some purpose? Because they want to help, right? Particularly millennials really want to help. They want to feel like they have meaning, so if you give them some purpose by wrapping them into your marketing. So one of the things that I'm coming back to the office with next week, is some really cool templates on how to communicate your marketing efforts to your team.

 

We have a really cool internal template that I got in one of my sessions about how to get your team onboard, and how to let them know every week what's going on with your marketing efforts. The other thing that I would love to recommend to any of you that are on HubSpot already, is all of the new HubSpot tools that are ready, and some of the ones that are coming, they rolled out yesterday. We heard about them in partner day on Monday, and then yesterday they were rolled out to everyone.

 

So if you go to HubSpot.com/new, you can see what's out there, and what's coming. If you're a marketing manager using HubSpot, I know we have a few in our client list, there's a new Google Chrome extension, which will allow you to grab things off of the web that automatically format, and automatically cite the source, so that you can format your blog posts easier than ever before. And you can also native integrate with Google Docs now, so all of your tags, and things like that come in. So it's a really exciting year.

 

Shout out to some of our developers who there's a lot of cool things coming for developers. So if you're wondering what's new, just go to HubSpot.com/new. I want to leave you guys with probably one of the most powerful quotes I've heard in a long time, that I heard in my last session with Billie Jean King, I guess Misti is not coming back, so we'll have to have her post in the comment about this guy that she saw that she absolutely loved and wanted to tell us about.

 

But Billie Jean King said, "Pressure is a privilege," and that was such a shift in focus for me. She says, "Champions welcome pressure, it's a privilege. We adapt because if you're getting a lot of pressure on you, that means that you are being given and offered the chance to grow." So I'm just feeling that, taking it around this week as we are seeing all the incredible new adventures that are being offered to us, and what other people are doing. So I want to leave you guys with that this week too, that pressure is a privilege.

 

If you're feeling pressure, it probably means that you're being given the opportunity to grow. And with that, thank you guys for hanging out with us at ... Oh, wait, Misti's back. Okay, we're going to answer our question that we said you would answer-

Misti:

Sorry.

Renia:

All right.

Misti:

What was my question?

Renia:

So who is your favorite personality?

Misti:

Oh. Surprisingly, it was actually Brian Halligan.

Renia:

Brian Halligan, okay, that's not surprising at all.

Misti:

Well, because I was-

Renia:

Okay.

Misti:

I was surprised. He is the co-founder of HubSpot, and I just found him to be very relatable I guess.

Renia:

Yeah.

Misti:

He's warm, and inviting, and I actually saw him in the hallway, and he wasn't like, pushing people away, like trying to get away from everyone. So he just seems very down to earth, and like he's really helpful to us. I like that about people.

Renia:

Yeah.

Misti:

What about you, did you already tell them?

Renia:

I'm pretty much like a fan girl all week, I mean they're making fun of me like crazy. You've seen some of my heroes. Mari Smith, Brené Brown, you know just people that ... Billie Jean King, Selina Tobaccowala , these are people that are giants in my worldview. And tomorrow Rand Fishkin is going to be here, and you guys have seen me nerd out at the Wizard of Moz, you guys have seen me nerd out over him. I will be in the front row. So I don't know, I can't pick just one at this moment.

Misti:

Honestly a little bit excited to be John Cena, these guys aren't so much, but-

Renia:

Oh yeah, so tomorrow's closing with John Cena, yeah. So a few things that are coming in the new year, if you're a marketing manager out there, you might want to be starting to get prepared for. There's a lot of stuff coming from Facebook. One of the things that I ... and I mean when isn't there a lot of stuff coming from Facebook, but one of the things that I learned, that I'm just going to just be frank, like we were doing too. Mari Smith told us in her session that from Sheryl Sandberg herself, she's been told, "Don't use the boost button."

 

So for all you marketing managers, or business owners out there, that boost button that's so elusive at the end of your post, apparently it actually tells Facebook's algorithms that you're a newbie advertiser. Because the sophistication is just not there, so it actually tells their algorithms that you're a newbie advertiser, and possibly it may not work out so well for you. So do a little bit of extra work, and go into the ads manager, and segment out your audience. Because I do ads in the ads manager every day, and yet I was still taking the path of least resistance, and using that boost button sometimes. And now I have to quit that, and so do all of you.

 

So no boost button. Right now, Facebook Watch is only available if you have a blue check button, and you do have to apply for it. But the program is supposed to open up quite a bit wider as we go into the end of the year, and I really want everyone out there to consider whether this might be a great avenue for you. It's particularly strong for B2B, and one of the reasons is that Facebook is actually going to be rolling out a native shop, with Shopify, and I think a couple other platforms, which means during your live videos, you will actually be able to mention products that they can native buy while they are watching your live videos. So move over Home Shopping Network.

Misti:

Sounds great.

Renia:

So I want you to paint this picture, like if you're an industrial distributor, and you are maybe running a program with your glove distributor or something, you could actually be showing how it works, or taking testimonials, or stuff like that, and have the product available to buy right there inside of Facebook underneath, which is huge. So if you weren't motivated to start video yet, now is the time. Yeah.

Misti:

Everybody always says that.

Renia:

Yeah. There's also some really sophisticated reporting tools coming out from HubSpot that will help us a lot with conversion paths, and the CRM is getting a major upgrade. So for those of you who maybe are not on a CRM yet, or you're not happy with the one that you're on, or you're using HubSpot, but you're just kind of on the edge, we're getting a major upgrade in the CRM that's basically going to hit it head-to-head with sales force in my opinion. And I really think that's going to be huge for you, seeing the whole path.

 

It's going to include things like workflows for the CRM, so it's very exciting, we can't wait to bring that to you, and I would say that from what I'm getting here, 2018 in digital marketing is going to be one, the year of empathy, which I am really loving, how can you relate to other people better? And two, it's going to be kind of a year of technical renaissance, where it's not just about putting out lots of content, but making sure that your content is right. So I love that it's two sides of the coin, it's like the right and left brain are going to hang out together for once.

 

We also have been hearing a lot about AI, and voice search, so start thinking that direction. Oh, and here's a tip, one more tip, and then we're good to go. All right, one more tip. We're excited, can you tell? Bethany really wants to get to her next session, so one more tip. We are hearing a whole lot about mobile, and I know a lot of the industrial distributors and suppliers that we work with are like, "Yeah, but our clients really are not mobile."

 

But what we're learning is they're a lot of the time starting their journey on mobile, and ended up buying from a desktop. So you'll lose them on mobile, even if they're not buying. And here's a tip for site speed, because we've talked a lot about that, and it's really, really hard to speed up your site for a lot of people. But test your site speed, and see if you are less than three seconds, because the average ... I was told in one of our sessions yesterday, and there's some citation behind this we'll put in the notes, but the average consumer expects your site to load in less than two seconds, and if it doesn't load in three seconds, they will bounce.

 

But the average mobile site takes 19 seconds to load. Two seconds, 19 seconds, this is a very big gap. So if you can start to make little tiny inroads into that, you're going to be way ahead of the game. So go out and test your site speed, do not use Google site speed, oh, sorry. Bye Misti. Don't use Google site speed tool to do it. We'll drop a link for you to do that in the notes. But go and test your site speed, if you're not getting in that three second range, let's start talking about how we can bring that site speed down.

 

So I had this like powerful Billie Jean King quote to close you out, I don't have anything good to say about anything else that good to say now. But I am being told to wrap it up, so that Bethany can get to her session. So we will be back next week, and I'm sure have stuff to tell you about the rest of the conference, thank you so much for being with us guys, and Matt and Brady, have a safe flight, bye!

Lief:

Wow, that sounds like some great takeaways. Well, that's the show for today. Don't forget to check out the show notes at GrowwithSMS.com, or listen back to the audio on the podcast at LetsGrowPodcast.com, see you next week.


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