1257: A 5 Step Follow Up Process to Engage Your LinkedIn Audience w/ Matt Heinz

WEBVTT 1 00:00:05.440 --> 00:00:08.830 Welcome back to be tob growth. I'm Logan lyles with sweet fish media. 2 00:00:09.109 --> 00:00:13.109 I'm joined today by Matt Hines. He's the president of hines marketing. He's 3 00:00:13.109 --> 00:00:16.550 a former guest on this show. He is a linkedin superstar when it comes 4 00:00:16.589 --> 00:00:21.460 to content. He's also a fellow podcast host of sales pipeline radio. Matt, 5 00:00:21.579 --> 00:00:25.579 welcome back to the show man. Thanks for having me. Appreciate absolutely 6 00:00:25.620 --> 00:00:29.699 anytime I get a chance to pick your brain about content, about social about 7 00:00:29.699 --> 00:00:34.460 anything marketing. It's always a good time. For folks who aren't as familiar 8 00:00:34.500 --> 00:00:37.450 with you, they haven't heard your previous episodes here on the show, they're 9 00:00:37.450 --> 00:00:41.049 not yet following you on Linkedin, which I highly suggest they do, and 10 00:00:41.250 --> 00:00:44.369 if they're in BDB marketing and not following you, I'm not sure how that's 11 00:00:44.409 --> 00:00:48.530 happened yet. But give us a little background, give us quick context before 12 00:00:48.530 --> 00:00:53.079 we jump into an engagement follow up strategy that we're going to be talking about 13 00:00:53.079 --> 00:00:55.759 today. Really just to give people a little preface. We're going to be 14 00:00:55.880 --> 00:01:00.240 breaking down how can you take next steps to continue engagement with folks who like 15 00:01:00.679 --> 00:01:04.670 comment react to your content on Linkedin? But give us a little bit of 16 00:01:04.709 --> 00:01:07.469 background before we jump straight to that. Man. Yeah, say that five 17 00:01:07.510 --> 00:01:11.390 times fast. So I've been doing B tob sales and marketing for a way 18 00:01:11.510 --> 00:01:15.109 too long. I started hines working about twelve years ago and we really focus 19 00:01:15.230 --> 00:01:19.379 on helping be to be organizations develop more predictable sales pipelines. You know, 20 00:01:19.459 --> 00:01:23.659 we find that many companies are doing random acts of sales and marketing and there's 21 00:01:23.900 --> 00:01:29.659 too much lumpiness in the flow of qualified leads, in the sales but also 22 00:01:29.739 --> 00:01:34.689 just the flow of qualified opportunities. That can improve the accuracy of your forecast 23 00:01:34.730 --> 00:01:37.650 and hitting your number month after month, quarter after quarter. And that's even 24 00:01:37.650 --> 00:01:41.769 more important right now as more companies find that what was working in a good 25 00:01:41.810 --> 00:01:45.849 market isn't working as precisely right now. So, you know, helping companies 26 00:01:45.890 --> 00:01:49.280 figure out how to create more predictability and scalability, especially on certain times. 27 00:01:49.359 --> 00:01:53.159 That is that is what we do. Yeah, absolutely, Man. Predictability 28 00:01:53.439 --> 00:01:57.280 is just a word I think a lot of people are clinging to in any 29 00:01:57.400 --> 00:02:00.909 place they can find it in life and in work right now. To lumpy, 30 00:02:00.950 --> 00:02:04.430 I love the way you say that makes me, you know, think 31 00:02:04.510 --> 00:02:07.950 of when I'm making the mash potatoes for dinner and they're just coming out to 32 00:02:07.069 --> 00:02:09.949 lumpy. So anyway, that's what sticks in my mind. All right, 33 00:02:10.349 --> 00:02:15.389 let's talk about we're going to get to some of the tools and your specific 34 00:02:15.430 --> 00:02:19.740 tactics for how. You often follow up with people who engage with your content 35 00:02:19.939 --> 00:02:22.979 on Linkedin. But before we get to the how, as we usually do 36 00:02:23.060 --> 00:02:24.259 on the show, I like to talk about the why a little bit. 37 00:02:24.659 --> 00:02:29.020 You know, you posted a video on this a while back. It really 38 00:02:29.060 --> 00:02:31.889 kind of resonated with me. For folks who say, I don't know, 39 00:02:32.129 --> 00:02:36.530 I'm putting out contented, it's fine, don't really need kind of this follow 40 00:02:36.569 --> 00:02:39.129 up strategy. What's your thought on maybe? Is there lowhanging fruit here? 41 00:02:39.210 --> 00:02:44.680 Is there and you know in a miss that people are just stepping over and 42 00:02:44.800 --> 00:02:47.879 not realizing in here? Well, I think that you know, in general, 43 00:02:47.919 --> 00:02:53.360 and especially in this moment, your ability to provide value and share ideas 44 00:02:53.400 --> 00:02:55.599 with people where they're hungry, to learn their hung we just try to make 45 00:02:55.719 --> 00:02:59.629 sense of what's going around, is enormous. And that doesn't mean you have 46 00:02:59.669 --> 00:03:01.909 to write a twelve hundred page or one hundred word blog post. It's for 47 00:03:02.150 --> 00:03:06.030 for Seo. You don't have to write a fifteen page white paper. It 48 00:03:06.150 --> 00:03:08.789 can be a hundred words. You know, I look at what Dave Gerhard 49 00:03:08.909 --> 00:03:13.659 is doing, who was formerly of drifts, and I can't exactly where he 50 00:03:13.740 --> 00:03:15.939 is now, but like every day he's posting things on Linkedin and it's very 51 00:03:16.020 --> 00:03:20.460 short comments, but it is it's really helpful. It reminds me of what 52 00:03:20.659 --> 00:03:23.819 some does on on his blog. Quite frankly, he never really writes anything 53 00:03:23.860 --> 00:03:27.930 along, he just writes something that's interesting, that makes you think. And 54 00:03:28.009 --> 00:03:30.090 so part of the content, part of the value, is not what you 55 00:03:30.169 --> 00:03:32.330 read, but it's what you think about it do about it next. Yeah, 56 00:03:32.370 --> 00:03:37.569 absolutely, Man, and oftentimes a hundred words on Linkedin may end up 57 00:03:37.689 --> 00:03:42.000 reaching more people more quickly than one one hundred word blog post on your blog. 58 00:03:42.039 --> 00:03:44.800 I mean, there's a lot of different factors there, but I've just 59 00:03:44.960 --> 00:03:49.879 seen, especially right now, it seems like people are really looking for ways 60 00:03:50.039 --> 00:03:53.080 to improve. And you know, I've talked to some people that say, 61 00:03:53.080 --> 00:03:55.349 oh well, we're pulling back on our our content. The last thing we 62 00:03:55.469 --> 00:03:59.629 want to do is is be promoting. And I'm like, well, one, 63 00:03:59.789 --> 00:04:02.469 there's your problem. Your content shouldn't be promoting, it should be educating. 64 00:04:02.870 --> 00:04:05.710 That's the way that you're going to draw more people in and to you 65 00:04:05.789 --> 00:04:10.379 know, if there are people who are changing jobs or who have been affected 66 00:04:10.419 --> 00:04:13.900 by a layoff or they're trying to get more juiced for the squeeze, they're 67 00:04:13.939 --> 00:04:18.139 trying to add more value to their organization right now in tough times, your 68 00:04:18.300 --> 00:04:23.980 content can really serve them well. So let's say that you've gotten act of 69 00:04:24.100 --> 00:04:28.089 on Linkedin. You're starting to get more engagement there. What's kind of your 70 00:04:28.290 --> 00:04:31.009 follow up strategy? Their Matt to not just kind of leave it there and 71 00:04:31.089 --> 00:04:34.170 maybe hey, I get a new connection, but a way to kind of 72 00:04:34.410 --> 00:04:40.040 maximize that effort in the return that you get with the engagement in the audience 73 00:04:40.079 --> 00:04:42.879 that you're trying to reach. So I do a couple things. So first 74 00:04:42.879 --> 00:04:45.680 of all, just as a follow up on your comment about like just short 75 00:04:45.720 --> 00:04:47.399 form content there can help people in this moment. You know, I think 76 00:04:47.519 --> 00:04:50.759 there's a lot of people that are where, if they aren't generally anxious, 77 00:04:50.800 --> 00:04:55.310 this condition is making them anxious. People that are generally anxious, like myself, 78 00:04:55.949 --> 00:04:59.829 this really feeds your anxiety and so I think that anxiety leads to shorter 79 00:04:59.829 --> 00:05:02.149 attention spans and so as much as we may want to sort of create content 80 00:05:02.310 --> 00:05:06.069 for Seo which is, you know, longer form. That shorter form content, 81 00:05:06.110 --> 00:05:09.779 I've noticed, gets a lot more attention, a lot more likes, 82 00:05:09.819 --> 00:05:13.180 a lot more sort of pass along. But what I've what I've done with 83 00:05:13.339 --> 00:05:15.220 our content, and so you know, I think about for business development. 84 00:05:15.339 --> 00:05:17.699 For us. I think about it as a long game, like I want 85 00:05:17.699 --> 00:05:21.490 to build trust and reputation incredibility with an audience so that when they have a 86 00:05:21.689 --> 00:05:25.610 need, they come to us because they know they'll get more good information on 87 00:05:25.730 --> 00:05:28.930 because they think they'll get sold too. So if we post something on Linkedin, 88 00:05:29.410 --> 00:05:31.490 I kind of separate out the people that will like and comment it on 89 00:05:31.889 --> 00:05:35.480 first connections and second connections, and if it's a second connection, I will 90 00:05:35.519 --> 00:05:40.240 very likely send them a connection request with a custom message that says something like 91 00:05:40.600 --> 00:05:43.279 Hey, thanks very much for, you know, checking out some of my 92 00:05:43.360 --> 00:05:46.079 content. You know, appreciate the prestiate the read. If there's things that 93 00:05:46.199 --> 00:05:49.430 you want to see, I've got twelve years of content and I'm also creating 94 00:05:49.470 --> 00:05:51.550 new content every day. So there's new things you want to learn, let 95 00:05:51.550 --> 00:05:54.990 me know. I'm happy to either share that or Cret for you. I 96 00:05:55.029 --> 00:05:57.069 get about it and these are people that I don't know, that I'm not 97 00:05:57.110 --> 00:05:59.829 connected with, and I'll get about a ninety five percent connect rate with them 98 00:06:00.189 --> 00:06:02.310 for people that are first connections, and I throttle this based on how often 99 00:06:02.310 --> 00:06:04.660 they might connect are. They might, you know, like something, but 100 00:06:04.740 --> 00:06:08.019 I'll send them an email and just you know, I've got this sort of 101 00:06:08.060 --> 00:06:11.899 a process and attemple for that just very quickly says thanks for engaging with our 102 00:06:11.939 --> 00:06:14.860 content. Same thing if there's other content or that you like to see, 103 00:06:14.860 --> 00:06:16.379 if there's questions you have in your business, let us work on that for 104 00:06:16.500 --> 00:06:19.209 you. Will create some content for you and for the broader audience. For 105 00:06:19.290 --> 00:06:23.209 that it's been a great way to drive new, you know, sort of 106 00:06:23.449 --> 00:06:26.569 renewed engagement with people I haven't talked to in a while, and it's been 107 00:06:26.569 --> 00:06:29.610 also a great way to take people that clearly have some affinity with the content 108 00:06:29.649 --> 00:06:32.639 I'm creating around be tob sales and marketing and creating first person connections with them 109 00:06:32.680 --> 00:06:36.759 so that they're more likely seeing the next few pieces of content to get promoted 110 00:06:36.800 --> 00:06:41.319 out there. Yeah, absolutely, I think that touch is super smart, 111 00:06:41.360 --> 00:06:44.759 especially with, you know, all the context that we talked about in the 112 00:06:44.879 --> 00:06:48.470 current environment but also just tactically. I've noticed something on linkedin where you have 113 00:06:48.589 --> 00:06:54.430 a new connection and there all be a notification that shows up and let's say 114 00:06:54.430 --> 00:06:57.790 you and I just connected, Matt, I've seen this. Similarly, Hey, 115 00:06:57.990 --> 00:07:00.819 matt hines just posted an update that you might be interested in. So 116 00:07:00.899 --> 00:07:05.860 if you are starting to put out content, starting to get engagement and connections, 117 00:07:05.899 --> 00:07:11.060 if you're not following that that up with additional touches and email, a 118 00:07:11.699 --> 00:07:15.449 personalized message or more content for them to consume, you're really, you know, 119 00:07:15.569 --> 00:07:18.810 doing yourself a disservice and you're not getting, as I like to say, 120 00:07:18.889 --> 00:07:24.089 as much juice for the squeeze as as you could, because it's kind 121 00:07:24.089 --> 00:07:27.810 of this snowball effect. I've noticed, at least when I'm more consistent on 122 00:07:27.930 --> 00:07:31.000 Linkedin, the views in the engagement start to climb and then when I kind 123 00:07:31.040 --> 00:07:33.959 of stop for a while, it kind of falls off and it takes a 124 00:07:34.040 --> 00:07:38.759 while to build it back up. I'm consistency, I think, at least 125 00:07:38.759 --> 00:07:42.199 on a platform like linked in, from my own experience, is just as 126 00:07:42.279 --> 00:07:46.230 important as the quality of the content that you're putting out. Matt in. 127 00:07:46.310 --> 00:07:47.990 The Post you did will link to this in the show notes some people can 128 00:07:48.029 --> 00:07:50.709 check out. I think it's like a two minute video you did. Can 129 00:07:50.750 --> 00:07:55.750 you talk about your process? They're from looking at a post, looking at 130 00:07:55.790 --> 00:08:00.579 WHO's engaged with it, grabbing email addresses and then taking next steps, some 131 00:08:00.740 --> 00:08:03.860 of which, as you mentioned, are one one personal lines, but others 132 00:08:03.220 --> 00:08:07.180 can be automated so that folks who aren't doing something like this now might be 133 00:08:07.259 --> 00:08:11.819 able to follow some of your the steps in your process. Yeah, I 134 00:08:11.860 --> 00:08:15.050 mean the primary way I do this is by looking at I'll. I'll look 135 00:08:15.050 --> 00:08:18.370 at I'll weight twenty four to forty eight hours after I post something, because 136 00:08:18.370 --> 00:08:22.089 usually I'll get the vast majority of the likes on something within that time period 137 00:08:22.089 --> 00:08:24.250 and they may continue over time, but they kind of Peter out. So 138 00:08:24.290 --> 00:08:28.439 within forty hours I'll click on likes next to my post and it'll, you 139 00:08:28.439 --> 00:08:30.720 know, Linkedin, will open up a list of all the people that liked 140 00:08:31.040 --> 00:08:35.000 that content. Usually see they're usually roughly sorted by people I'm cul most closely 141 00:08:35.039 --> 00:08:37.399 associated with at the top, and then once you get to the bottom the 142 00:08:37.440 --> 00:08:41.039 list it gets a little sort of further out. But then I use a 143 00:08:41.080 --> 00:08:43.830 product called lead Iq and so lead I q is a sidebar that kind of 144 00:08:43.990 --> 00:08:48.669 shows up on the side of my browser and it if I'm looking at a 145 00:08:48.750 --> 00:08:54.070 list result in Linkedin, it'll show that same list in late Iq and it 146 00:08:54.230 --> 00:08:56.620 basically just shows it as it is, just a sort of the same people 147 00:08:56.659 --> 00:09:00.700 and looking at on the side by side and it'll show me with icons who 148 00:09:00.740 --> 00:09:03.500 am connected to on Linkedin I'm not, who is in sales force and who 149 00:09:03.620 --> 00:09:07.779 is not, who's in sales force with a matching email address or not, 150 00:09:09.259 --> 00:09:11.850 right, or a direct email address or not, and so those give me 151 00:09:11.929 --> 00:09:15.090 the ability to then have a next step for each of those likes where I 152 00:09:15.129 --> 00:09:16.250 can say, okay, some of these folks are going to get a linkedin 153 00:09:16.289 --> 00:09:20.129 connection request, some of these folks are going to get the email, and 154 00:09:20.250 --> 00:09:24.009 that allows me to very quickly filter and sort the prospects based on what they 155 00:09:24.049 --> 00:09:26.919 need to get. Lead Iq, of course, will also help me find 156 00:09:26.039 --> 00:09:31.080 email addresses for people that I don't yet know. So I have started experimenting 157 00:09:31.120 --> 00:09:35.360 with also like getting email addresses for second connections and sending them emails instead of 158 00:09:35.360 --> 00:09:39.070 Linkedin requests, and it's it's not as high of an open right as of 159 00:09:39.110 --> 00:09:41.230 people that I know, but it's still close to sixty sixty five percent, 160 00:09:41.309 --> 00:09:43.990 which is pretty good. And so, you know, I think your earlier 161 00:09:45.070 --> 00:09:48.230 point, you know, there shouldn't ever really be a dead end to any 162 00:09:48.269 --> 00:09:50.429 of our continent engagement right, like and I think if all you're doing is 163 00:09:50.470 --> 00:09:54.179 asking for the Demo and asking for a proposal and sort of, you know, 164 00:09:54.220 --> 00:09:56.299 if you if you're just heavy handed with sales, then that's going to 165 00:09:56.379 --> 00:10:01.220 get old really quickly. If you continue to have some value for the audience, 166 00:10:01.539 --> 00:10:03.740 there's always something new you can be providing to them, right. So, 167 00:10:05.100 --> 00:10:09.289 you know, some of those outreaches turn into sales conversations. Most of 168 00:10:09.330 --> 00:10:11.690 them do not. Right, it's just Oh, love your content, would 169 00:10:11.730 --> 00:10:13.929 love to stay in touch. Okay, great, and then I have, 170 00:10:15.250 --> 00:10:18.450 you know, on and going. I might see them again in a future 171 00:10:18.529 --> 00:10:20.799 like list or you know, as they start to engage with our content on 172 00:10:20.840 --> 00:10:24.720 our website, they started going from Linkedin to some of our blog content, 173 00:10:24.759 --> 00:10:28.200 our other content. I can see them in my my own sort of web 174 00:10:28.320 --> 00:10:31.320 search or website analytics. I can see them in our MARQUETTA reports and we've 175 00:10:31.320 --> 00:10:33.879 got storing and filtering that allow us to sort of take the next step with 176 00:10:33.960 --> 00:10:37.710 them there. But you know, I'm really I kind of you know, 177 00:10:37.870 --> 00:10:41.590 engaging with the linkedin likes is something that we had previously. We just sort 178 00:10:41.590 --> 00:10:46.190 of randomly started doing haphazardly and it's been a really fun engaging way of converting 179 00:10:46.629 --> 00:10:48.029 what use we mentioned earlier. Like, you know, you post an interesting 180 00:10:48.070 --> 00:10:50.980 piece of content up on Linkedin, you might get tens of thousands of likes 181 00:10:52.059 --> 00:10:54.860 on that and ten to thousands of views. You know, you know the 182 00:10:54.019 --> 00:10:56.700 a few hundred likes and these are a lot of people that you know maybe 183 00:10:56.740 --> 00:11:00.820 discover you for the first time, and so the best way to make sure 184 00:11:00.820 --> 00:11:03.179 they can discover and engage with you again is to just engage right back with 185 00:11:03.289 --> 00:11:07.049 them right offer something of value, offer to do something more for them, 186 00:11:07.450 --> 00:11:09.370 and if they're engaging with you there, it's more likely they're going to be 187 00:11:09.850 --> 00:11:13.330 presented with your linkedin content next and if they feel like they've had some back 188 00:11:13.330 --> 00:11:16.169 and forth with you, the likelihood they engage with that again and again and 189 00:11:16.250 --> 00:11:20.279 again just goes up. Yeah, absolutely, and I think if you are 190 00:11:20.440 --> 00:11:26.399 not kind of doing the hard pivot to just standard connection requests without personalization, 191 00:11:26.559 --> 00:11:31.399 which you touched on earlier, and then you're not saying hey, I'm sure 192 00:11:31.519 --> 00:11:35.389 things are crazy for you right now. But here's my pitch anyway, which 193 00:11:35.429 --> 00:11:39.470 is what I see a lot right now. You stand out from the crowd 194 00:11:39.029 --> 00:11:43.110 by offering to be more helpful. You know, one of the the lines 195 00:11:43.190 --> 00:11:46.820 that I use. We did a previous episode this on this on my linkedin 196 00:11:46.940 --> 00:11:52.179 follow up strategy, something similar to this. Man. It wasn't as sophisticated 197 00:11:52.179 --> 00:11:54.340 and I wasn't at that point using a lot of the tools that you're using. 198 00:11:54.419 --> 00:11:58.059 We actually use lead Iq here at sweetfish as well, and I've seen 199 00:11:58.179 --> 00:12:03.250 the linkedin integration works. Works really, really well. But just an open 200 00:12:03.289 --> 00:12:07.370 ended question of you know what's new in your world right now opened up a 201 00:12:07.409 --> 00:12:09.850 lot of conversations. Led to hey, if you posted about this, that 202 00:12:09.889 --> 00:12:13.730 would be super helpful. Led to a few sales conversations. So I think 203 00:12:13.889 --> 00:12:18.120 you've got to you don't want to give people a dead end, but you 204 00:12:18.200 --> 00:12:20.039 also don't want to hit the gas petal and just try and take them to 205 00:12:20.080 --> 00:12:24.759 the finish line. I think those are kind of the two missteps that a 206 00:12:24.840 --> 00:12:28.039 lot of people make. And I don't know, maybe I'm just an anyagram 207 00:12:28.080 --> 00:12:31.350 nine and I'm always looking for the gray area in the middle and trying to 208 00:12:31.429 --> 00:12:35.149 be agreeable, but I think there's usually a good place in in the middle 209 00:12:35.309 --> 00:12:39.230 ground where you want to be, and I think you know that's kind of 210 00:12:39.269 --> 00:12:41.750 what you're advocating for here as well. You know, the other thing you 211 00:12:41.830 --> 00:12:45.100 can do, and I think you touched on this in your video, Matt, 212 00:12:45.259 --> 00:12:48.179 is as you look at that list, you can add them to a 213 00:12:48.299 --> 00:12:52.460 campaign. You can push them right into your crm sales force. I know 214 00:12:52.539 --> 00:12:56.220 lead Iq can push right into hub spot crm as well. Or you can 215 00:12:56.419 --> 00:13:01.610 take that CSV and and then upload that to outreach or sales loft or mix 216 00:13:01.690 --> 00:13:05.970 Max, whatever sales engagement tools and add some automated steps in addition to that 217 00:13:07.129 --> 00:13:11.009 personalized connection request, because again, we want to be consistent, but we 218 00:13:11.090 --> 00:13:13.600 want to be adding value and we want to be multi channel when we can 219 00:13:13.679 --> 00:13:18.159 and all of our sales and marketing approaches. If you're doing that, if 220 00:13:18.200 --> 00:13:22.639 you're adding some automated steps to the sequence, Matt, you're such a prolific 221 00:13:22.799 --> 00:13:26.320 copywriter. I think that's part of why you've built such a great following on 222 00:13:26.480 --> 00:13:30.909 Linkedin. Can you give some people some maybe dos and don'ts in general on 223 00:13:31.070 --> 00:13:33.710 kind of crafting that message? If you're going to go that route, maybe 224 00:13:33.789 --> 00:13:37.669 do a you know, a follow up sequence in your sales engagement platform, 225 00:13:37.710 --> 00:13:41.149 kind of as a next step to this process. Yeah, I think that, 226 00:13:41.309 --> 00:13:43.220 you know, the more you speak to the audience as opposed to speak 227 00:13:43.220 --> 00:13:46.299 about yourself, the better you are. And that's easier said than done for 228 00:13:46.340 --> 00:13:50.059 a lot of companies. I regularly will see companies try to create content that 229 00:13:50.340 --> 00:13:54.139 they say, Oh, this is about the customer, and yet every sentence 230 00:13:54.179 --> 00:13:58.129 starts with eye or we write if that same sentence could be recrafted to say 231 00:13:58.289 --> 00:14:01.490 you to F on their issues. And so I would take an extra minute 232 00:14:01.529 --> 00:14:07.610 focus on being copy it speaks to your audience, not at your audience. 233 00:14:09.090 --> 00:14:13.039 Also, take yourself out of the message, like if you're creating content that 234 00:14:13.159 --> 00:14:16.519 is top of funnel, if you're creating engagement content, you don't need to 235 00:14:16.679 --> 00:14:18.120 reference your company at all. I can't tell you how many times, even 236 00:14:18.159 --> 00:14:22.440 just this morning, had a company send me some examples of their sort of, 237 00:14:22.480 --> 00:14:26.070 you know, covid nineteen prospect drift campaign, and it was all about 238 00:14:26.149 --> 00:14:28.350 their company, right, and they could have said the exact same thing without 239 00:14:28.750 --> 00:14:31.830 mean the exact same message, without mentioning their company. Six Times in the 240 00:14:31.909 --> 00:14:35.950 email, because if I just scan and I see you mentioned your company six 241 00:14:35.029 --> 00:14:39.059 ts in a short you don't like this is a pitch versus. If you 242 00:14:39.139 --> 00:14:41.139 take it out for that, for this one example of district coming, I 243 00:14:41.179 --> 00:14:45.340 was like, it's a really important message. That was just kind of it 244 00:14:45.460 --> 00:14:46.980 was. It was hard to get the city to separate the signal from the 245 00:14:48.100 --> 00:14:50.179 noise. You know, I think the other thing to keep in mind right 246 00:14:50.179 --> 00:14:54.690 now is you know many of your prospects are qualified and have need but can't 247 00:14:54.690 --> 00:14:58.049 buy like you're not going to control when the CFO UN friezes budget. The 248 00:14:58.129 --> 00:15:01.250 way that I refer to this last week is you can't grow tomatoes in the 249 00:15:01.289 --> 00:15:07.049 winter time right you just you're not going to coax fruit out of your fruit 250 00:15:07.090 --> 00:15:11.919 trees in the wrong season and a lot of your prospects are in winter right 251 00:15:11.960 --> 00:15:13.879 now. So you can if you can't go tomatoes right now, what can 252 00:15:13.919 --> 00:15:16.600 you do to the soil? What do you do to the feel? What 253 00:15:16.679 --> 00:15:18.960 do you do with your fertilizer? What do you do in the greenhouse with 254 00:15:18.039 --> 00:15:22.309 your starts? Your harvest time is going to come and my wife throws up 255 00:15:22.309 --> 00:15:24.710 a litter our mouth when I get to that part of the analogy. But 256 00:15:24.830 --> 00:15:28.509 like, if you can't harvest now, what are you doing now to build 257 00:15:28.509 --> 00:15:31.350 value so that you can harvest more later? This is a moment in time 258 00:15:31.509 --> 00:15:35.509 where, even if your sales are lower, even if demand is lower, 259 00:15:35.259 --> 00:15:39.580 invest your relationships, invest in your content, invest in the value you create 260 00:15:39.740 --> 00:15:43.700 for people, and that is going to be an enormous competitive disavent or competitive 261 00:15:43.740 --> 00:15:48.899 advantage as we come out of this and companies say okay, we're our budgets 262 00:15:48.899 --> 00:15:52.250 are unfrozen, we're ready to grow again, we are in our rebound. 263 00:15:52.250 --> 00:15:56.210 Who Do we go to? Based on who we trust? Yes, absolutely. 264 00:15:56.289 --> 00:16:00.690 I mean there is something so true about what you just said there, 265 00:16:00.690 --> 00:16:04.240 Matt. Not only was a it a great gardening and and farming analogy, 266 00:16:04.399 --> 00:16:07.240 which I think we talked to you and James talked about that in a previous 267 00:16:07.279 --> 00:16:12.679 episode on the show og farmer from the Pacific northwest, but the other thing 268 00:16:12.720 --> 00:16:18.360 I saw Dave gearhart post about this. I've talked to some of our new 269 00:16:18.519 --> 00:16:22.149 customers that have come on in recent weeks and they've said, hey, we 270 00:16:22.389 --> 00:16:25.669 know that our customers are not in by mode right now, but we're going 271 00:16:25.669 --> 00:16:30.870 to start a podcast because if we are telling the stories from the community that 272 00:16:30.950 --> 00:16:34.220 we serve in the trenches when they're going through these difficult times, and we're 273 00:16:34.259 --> 00:16:41.539 actually adding value by both spotlining people in the community and sharing valuable, tactical, 274 00:16:41.860 --> 00:16:45.299 useful content to the rest of the community. Who are they going to 275 00:16:45.379 --> 00:16:48.169 think of when it when those budgets are unfrozen, as you put it right 276 00:16:48.169 --> 00:16:52.409 there? I had a very, very similar conversation with a marketing team not 277 00:16:52.769 --> 00:16:56.009 two or three weeks ago and it was very much in line with what you 278 00:16:56.210 --> 00:17:00.049 just said there, Matt, not not as much the gardening analogy. You 279 00:17:00.250 --> 00:17:03.119 added some some great color to that. I'm going further with the analogy, 280 00:17:03.200 --> 00:17:06.799 with the color there anyway. All right, well, Matt, this has 281 00:17:06.799 --> 00:17:10.279 been a great conversation. Man, not only just kind of good things to 282 00:17:10.359 --> 00:17:14.599 keep in mind with your content on all channels, but something very tactful that 283 00:17:14.720 --> 00:17:18.990 people can take an implement tomorrow. You know, take a moment one to 284 00:17:18.069 --> 00:17:22.910 two days after you post on Linkedin look at all of the engagement. If 285 00:17:22.950 --> 00:17:26.390 you can use a tool like lead IQ to automate some of this process, 286 00:17:26.789 --> 00:17:32.619 push those into drip campaigns or sales engagement sequences, with whatever tool you use 287 00:17:32.660 --> 00:17:34.859 there. But if not, you can still do this manually. You can 288 00:17:34.900 --> 00:17:38.460 still look at that list and you can use other tools to grab email addresses 289 00:17:38.859 --> 00:17:44.650 or to take the time to send one to one connection requests and personalize those. 290 00:17:45.130 --> 00:17:48.930 I've found that once someone's connected, you can use the voice memo or 291 00:17:48.089 --> 00:17:52.970 the video message to send them something more personalized engaging once they connect with you. 292 00:17:53.089 --> 00:17:56.690 If not, you can use a tool like bombomb to send them a 293 00:17:56.690 --> 00:18:00.359 video in that connection request. That could open increase those rates. I mean 294 00:18:00.400 --> 00:18:04.640 you talked about Oh man, those new emails only have a sixty to sixty 295 00:18:04.680 --> 00:18:08.039 five percent open rate. Oh my goodness, who would? Who would just 296 00:18:08.160 --> 00:18:11.160 kind of stop and say now, I don't want sixty percent open rate right 297 00:18:11.160 --> 00:18:15.069 now. I think what you've said here is just so useful, Matt. 298 00:18:15.150 --> 00:18:19.069 Anything else you want to add to kind of keeping people engaged, taking next 299 00:18:19.069 --> 00:18:23.829 steps, anything kind of around you're putting out content and you want to effectively 300 00:18:23.910 --> 00:18:27.259 engage with that community as we wrap up today, man, well, look, 301 00:18:27.299 --> 00:18:33.779 I mean we're already seeing news of sort of tiered reopenings of the economy 302 00:18:33.019 --> 00:18:37.940 planned in the US. We're very close to seeing some European countries reopening and 303 00:18:37.099 --> 00:18:40.740 as much as it's been scary for the last thirty, forty five days. 304 00:18:40.779 --> 00:18:42.849 It's pretty quickly going to start getting back to some new normal, and it 305 00:18:42.970 --> 00:18:45.130 may be a very different normal than we're used to, but we're going to 306 00:18:45.170 --> 00:18:48.410 have the ability to get back to work or to be able to get back 307 00:18:48.450 --> 00:18:51.329 to the office, we're going to get back into some routines. Eventually we're 308 00:18:51.329 --> 00:18:52.650 going to get back on air planes and then this moment will be gone. 309 00:18:53.089 --> 00:18:57.680 But it's still here today. So this is your opportunity to lean in on 310 00:18:57.880 --> 00:19:03.039 things that you can do to make your customers more knowledgeable, to create content 311 00:19:03.200 --> 00:19:07.880 that's nerves your broader community, to create a reputation for yourself personally, as 312 00:19:07.920 --> 00:19:11.910 well as your organization, as someone who's actually enabling themselves as a trusted advisor 313 00:19:12.390 --> 00:19:17.750 and, based on those things, to create habits inside your organization and for 314 00:19:17.829 --> 00:19:22.349 yourself that you can sustain and build on as we get back to some new 315 00:19:22.430 --> 00:19:26.220 normal. This window is going to close. This is in so I think 316 00:19:26.259 --> 00:19:29.500 there's a heightened level of urgency to take advantage of it now to create that 317 00:19:29.579 --> 00:19:33.500 differentiation as well as the habits they can continue to sustain and grow your business 318 00:19:33.500 --> 00:19:36.940 move forward. Yeah, absolutely. I love what you said. They're about 319 00:19:37.019 --> 00:19:41.730 sustaining the habits going forward and it couldn't agree more with building the reputation of 320 00:19:41.769 --> 00:19:45.210 the individuals on your team, not just the logo, you know, and 321 00:19:45.289 --> 00:19:48.609 I think of hinds marketing. I think of your face on Linkedin, Matt. 322 00:19:48.730 --> 00:19:52.529 You know, I think of your content, and that's not a bad 323 00:19:52.690 --> 00:19:56.559 thing right like it doesn't matter. If I think of you, then I'm 324 00:19:56.559 --> 00:19:59.920 going to think of your agency and then Hey, I've got a referral to 325 00:20:00.000 --> 00:20:03.359 send to mat or you know that sort of thing. So Anyway, whole 326 00:20:03.440 --> 00:20:07.309 other side conversation on personal brand we could get into. For the sake of 327 00:20:07.430 --> 00:20:08.630 time, Matt, we're going to wrap it up now. A couple of 328 00:20:08.670 --> 00:20:11.470 follow up resources I just want to mention to people will link to in the 329 00:20:11.509 --> 00:20:17.509 show notes. One will link to some previous conversations Matt has shared with James 330 00:20:17.589 --> 00:20:21.309 and others here on BB growth. As you can tell, I always love 331 00:20:21.430 --> 00:20:23.819 picking Matt's brains, so do yourself a favor check out some previous episodes with 332 00:20:23.859 --> 00:20:29.819 him. Matt and I were also Co panelists on and on twenty four webinar 333 00:20:30.059 --> 00:20:33.819 on bb podcasting and one other. I did an episode on my linkedin follow 334 00:20:33.859 --> 00:20:37.089 up strategy and some of the messaging I've used in the past as well that 335 00:20:37.130 --> 00:20:41.609 I alluded to here. So check those out, Matt. If anybody listening 336 00:20:41.650 --> 00:20:44.329 to this is not yet connected with you and they don't want to hit a 337 00:20:44.410 --> 00:20:47.970 dead end, they want to take things further with you, what's the best 338 00:20:47.970 --> 00:20:49.640 way for them to reach out or stay connected with you and your team in 339 00:20:49.960 --> 00:20:52.720 you know you find all of our content. Here's a blog post, white 340 00:20:52.759 --> 00:20:56.680 papers, best practice guides, research up of hinds MARKETINGCOM. Connect with me 341 00:20:56.839 --> 00:21:00.640 with the personalized invite on Linkedin and I'll accept you. Also, just send 342 00:21:00.640 --> 00:21:06.069 an email direct map and att at Hinds Marketingcom and look forward to connect and 343 00:21:06.190 --> 00:21:10.390 continue the conversation. Absolutely. And don't forget, check out sales pipeline radio. 344 00:21:10.829 --> 00:21:14.349 You definitely want to subscribe to that if you're if you're a podcast listener, 345 00:21:14.390 --> 00:21:17.349 which you are if you're listening to this and you want more of Matt 346 00:21:17.549 --> 00:21:19.259 on a regular basis. Awesome, Matt. It's so great to have you 347 00:21:19.380 --> 00:21:22.819 on the show again today. Man, I really appreciate it. This is 348 00:21:22.859 --> 00:21:29.460 always fun. Thank you so much. I hate it when podcasts incessantly ask 349 00:21:29.539 --> 00:21:32.970 their listeners for reviews, but I get why they do it, because reviews 350 00:21:33.009 --> 00:21:36.849 are enormously helpful when you're trying to grow a podcast audience. So here's what 351 00:21:36.890 --> 00:21:38.769 we decided to do. If you leave a review for me to be growth 352 00:21:38.809 --> 00:21:44.289 in apple podcasts and email me a screenshot of the review to James at Sweet 353 00:21:44.329 --> 00:21:48.039 Fish Mediacom, I'll send you a signed copy of my new book, content 354 00:21:48.160 --> 00:21:51.799 based networking, how to instantly connect with anyone you want to know. We 355 00:21:51.920 --> 00:21:53.640 get a review, you get a free book. We both win.