Our sales & strategy director Ross Lauder is nothing if not persuasive, so it is fitting that he was the most recent guest on The Persuaders, the Dublin City FM show about all things marketing last Friday.
In what was a very interesting and entertaining show, host Kelly was good enough to introduce us as ‘the inbound marketing experts’ and Ross was of course only too keen to agree, outlining that ‘we help companies get found online and generate leads for their business’ and how inbound marketing is ‘really about breaking down that process into a measurable and repeatable process’.
Remarking that our digital marketing agency has a very ‘Ronseal’ name in that it does what it says on the tin, Ross spoke about how we do indeed help businesses and other agencies get focused, and look to work with people who are motivated and committed to developing smart goals in their business.
The half hour flew by, with Ross giving several of the marketing one-liners he has made his own at our morning workshops, but with the conversation ranging from Get Focused’s team to hearty handshakes to potatoes to locksmiths, what were the main points he discussed? Well, you can listen to the entire show by clicking here.
If you don’t fancy listening back to the show, we’ve outlined some key points below:
Inbound marketing is all about ‘the idea of paying forward, adding value on a site’
Ross gave the example of first giving away driving lessons for free on your site, teaching people the rules of the road and how the vehicle works, all with the idea that if people want to drive, you sell cars. It’s the idea of bringing people to you, having them find you, and then when they come to your site, having them convert.
Sales has changed dramatically over the last decade
Ross explained: ‘Digital is a huge part of it. Old-fashioned sales techniques – you think of Old Gil from The Simpsons banging on doors with his briefcase in hand, sales by brute force – those days are gone. People are jaded by it. You have to engage people by adding value first, understanding their problems, and offering a solution that helps.
Every good salesperson should listen far more than they talk
They should be asking open-ended questions that allow people to uncover if you can help them, and if they actually want that help. It is always good to ask the question: ‘What is it you want help with, and do you want our help?’
If you can’t provide that help, or they don’t want yours, it’s not a total loss. You have simply qualified them out. Qualifying your leads means you can more time focusing on leads with potential, and less on those that will prove to be dead ends.
A good inbound marketing strategy and sales process should reach the level of unconscious competence
If you have a defined process from end to end that includes marketing, sales, content creation, etc, with everybody on the same page, you should be able to rinse and repeat.
The man with no target hits it every time
(Very Confucian Ross!) Essentially, your business or agency needs to know what success looks like for them. What are the KPIs? If you don’t measure your inbound marketing efforts, how can you improve on them?
Our whole business model is about getting results, as Kelly pointed out, and Ross agreed, saying: ‘You have to be able to continue to deliver results, and keep the costs below what it would cost a company to hire internally. That’s our premise.’
The best place to hide a body is on the second page of Google
Inbound marketing, and the service we provide to our clients, is about creating the content that ranks well in search, optimising that content with best SEO practices so that it is easily found, entices consumers to visit a client’s website, and then move down the conversion path towards becoming a customer.
If you are good at marketing, the sales call should just be a conversation
An effective integrated inbound marketing strategy will see the majority of the work done by the time the salesperson even makes (or receives) that call. Attracting, nurturing, then converting your target market is at the centre of inbound marketing best practices, and involves an approach that involves sales and marketing working together with an aligned strategy.
We really would recommend listening to the entire show, and if you want to find out more about what Ross was talking about, check out our blog or give us a call to see how we can help your business or agency grow with a great inbound marketing strategy.
Lead generation is at the core of every marketing strategy, so download our Lead Generation Survival Kit to find out how you can attract, convert and close those leads to increase your ROI.