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Small Marketing Teams

Most marketing advice is pulled from big companies. How many times have you read a business book with advice on how Apple or Google did it? Those growth strategies just don’t apply to smaller businesses. The Small Marketing Teams podcast is full of specialized advice for the people responsible for growing small and mid-sized companies. For the past 10 years, I've researched, tested, and seen success with the marketing and sales approaches that I will teach you so that you can achieve remarkable results without a huge budget and team.
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Now displaying: April, 2019
Apr 10, 2019

If you are under pressure to increase revenue, it can be an awful feeling.

Everything becomes very urgent and chaotic.

You are motivated, but if you don’t get tangible results in short order, your mindset and ability to take action can start to spiral.

Have you been in this position? Are you there now?

Do you feel like you have tried everything to increase sales, but you are only seeing slight growth?

Maybe you are banging your head against the wall because, even when you work your butt off to fix it, you keep ending up in the same place.

Today, I want to share a basic math equation that has a direct impact on your sales growth.

The problem is that is most sales managers ignore it.

They contort their team into messaging acrobats and implement complex sales training and technology before solving this fundamental element of lead management.

I don’t know for sure why people overlook this secret to unlocking revenue growth.

Maybe it is so simple that you assume you have already gotten the formula right.

Maybe getting it right is harder than you thought.

It goes like this…

If your sales reps can sell X every hour they spend selling, they can sell 2X if they spend two hours selling.

I know….mind blown.

  • You thought the issue was your product.
  • You thought the problem was bad leads coming from marketing.
  • You thought your sales team needed more sales training.

When, in fact, this is 100% on you.

You are giving your sales team a clunky process and inefficient toolset, so reps are only spending 2-3 hours a day selling.

You are not alone. Most reputable research indicates that sales reps only spend 30% of their time on sales activities and the rest of their time is spent on sales admin and CRM tasks.

When was the last time you audited your sales reps’ days?

If they are getting your current results selling 3 hours per day, what would your revenue look like if they spent 4 or 5 hours per day on selling activities?

But, it is not as easy as cracking the whip to get them to spend more time selling.

Lack of efficiency in your sales process is caused by an imbalance in what I call the “Sales Efficiency Formula.”

>>> Easy Processes + Time-Saving Tools + Clear Data <<<

Combining the three components of this formula gets to the heart of how your sales team works their leads - from how leads are routed, how outreach and follow-ups are tracked, and which leads get converted to opportunities.

It also makes it easier to coach your sales reps and identify friction in your sales process sooner.

Giving your sellers a lead management process built on this formula might feel like a big undertaking at first.

However, it is the deep planning you do upfront that will deliver a simple and efficient process to your sales reps – that will serve them and your company’s growth goal for 5-10 years.

Choosing to do the hard thing gives you MORE control over your results and MORE levers to work with to get results in the future, than any of your other options.

In fact, your old instincts to change up your product or messaging OR fire your sales or marketing team will begin to feel like “hope and pray” strategies.

When you have a solid lead management foundation - built into your CRM and that your sales reps use and love – you’ll have a tremendous amount of confidence that the leads you are investing so much in to generate will turn into closed sales.

Want to get my secret sauce for turning your sales team into a hyper-efficient sales machine?

I recently led a masterclass on my method for turning more leads into paying customer (without firing your sales team and turning your company upside down).

I’m making this training available to people in my network for a short period of time.

If you want sign-up for the next web class, visit https://hssalessuccess.com/

Apr 1, 2019

Sit still. Did you feel that?

That is the traditional SEO ground shifting beneath your feet.

The way that your company gets ranked on the first page of Google or Bing has significantly changed in the past 2-4 years.

Are you seeing it?

I started to notice it about a year before I sold my company in 2017. We had relied on creating the best, most useful content in our industry to get found and generate leads (mainly via organic search traffic).

I saw firsthand how tactics and pillar SEO practices that worked a few years ago are no longer as effective.

  • Companies with larger budgets were dumping content into the market.
  • It took longer for our blog posts to get ranked.
  • Search, as a percentage of our traffic, plateaued.

In this episode, I’m going to reveal how small marketing teams can compete in this new SEO world.

SEO Is Not A One-Size-Fits-All Game

The first thing you need to know is that SEO is different in different markets.

Your market exists on a spectrum.

On one end, you have low-density markets where there is little digital content being published.

On the other end, you have very crowded markets, like marketing, where thousands of new content assets, like blog posts, infographics, videos, and podcasts, are being published daily.

What Matters Most To Increase Search Engine Rankings

Let’s be clear about one thing. Regardless of where your business falls on this spectrum, you still need to produce the best, most compelling and helpful content in your market.

Next, identify where your industry falls on the spectrum. Are you in a crowded market or are few companies taking advantage of digital channels (this is very rare these days)?

If you are in a less dense market, you can still focus on the technical on-page aspects of SEO to get ranked. Marketers love this because it is very much within their control.

As you move across the spectrum, things get a little more complicated.

The technical side of SEO still matters, but it alone won’t get you on the first few SERPs (search engine results pages).

So, what is the major driver in SEO for crowded markets?

The answer is your relationships and reputation.

You need to get people to link to your articles from their blog posts and other digital publications. Getting people to link to your resource involves:

  • Nurturing Relationships
  • Outreach
  • Persuasion
  • Persistence
  • Rejection

In my experience, most marketers hate this part. They like pulling the levers behind the scenes to drive traffic and bring in leads.

This key SEO skill resembles more of a sales role and that is not what most digital marketers signed up for.

How To Get Ranked In Search Engines In a Crowded Market

Since you are most likely in an increasingly competitive market, I want to share three simple tips for improving your search engine ranking.

Warning: While three steps sound simple, following the advice below actually takes a lot of time, skills, and effort. You are not going to get it right the first few times you work this system.

Three SEO Tips For Boosting Your Search Engine Ranking in a Crowded Market

Step 1) Create better, more comprehensive and helpful content than everyone else out there. This involves research into what is ranking today and what is being shared.

Step 2) Leverage your relationships, reputation, and quality of your content to get people to share and link to your blog.

Step 3) Take care of the basics, like your on-page SEO.

Like most digital marketing tactics, search engine marketing is changing. 

One of my favorite ways for small marketing teams to leapfrog their competition is to recognize these shifts sooner and make adjustments to capture more traffic, leads, and market share.

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