This is Episode 05 of This Old New Business weekly business podcast with Jeff Korhan.
Do you often wish that media experts would just share a few of their better practices so you could adapt them to your business?
Then join me and Ryan Hanley as we discuss some of the techniques he successfully used as Director of Marketing for a local insurance agency, many of which I also used when operating my landscaping business.
This is one reason why Ryan made the comment that we get along so well because “we came out of the same soup of doing this in the real world.”
It’s true. We will indeed prove that what’s old is new again, while also discussing how any business can make that transition to this digital, social, and global environment.
You will learn how content marketing, social media, and email marketing really work – and why so many companies fail to get the ROI they expect from them. Hint: You need to find the right mix of all three.
Our Featured Guest: Ryan Hanley
Ryan Hanley is a consultant, speaker, the host of the Content Warfare Podcast, and soon to be published author of Content Warfare. He helps brands and businesses find their audience, tell their story, and win the battle for attention online.
SEO is Answering Questions
One of Ryan’s biggest successes within the insurance industry was using digital media to answer the questions that customers shared with him.
He accurately points out that contrary to popular belief, Google doesn’t have any of the answers. You do! That’s why Google wants you to be using your digital media to publish answers to relevant questions so that it can attached them to the right questions, which are the search queries of your prospective buyers.
Digital Media is the Missing Piece
Companies that for whatever reason feel social media is not for them are missing out on conversations that their competitors are having with buyer, influencers, and others in the community. Ryan points out the day will come when they will be left behind.
He says that the conversations are already happening on and offline, and digital media is the missing piece that transcends both. As I consider the first 5 guests of this podcast, I first met 4 of them online before eventually meeting them all offline too.
Jill Konrath is the only one I first met in person. But guess what? I knew of her reputation first from digital media. One of the big frustrations with social media is that it does not lead to sales. Ryan emphatically concurs, as have earlier guests of This Old New Business. He suggests going to media with a purpose.
First Find Your Audience
The true value of the respective social media channels is finding and building your audience.
The conversion of that attention and trust into profitable outcomes is more likely to happen with email marketing.
The misconception is that social media leads to sales.
Ryan says, “Email marketing is what leads to sales. You can target with valuable messages that improve lives and build brand loyalty. That’s what leads to sales.”
Lighting Round Tips and Advice
Ryan’s Top Sales or Marketing Advice – Build the relationship first – before you ask for the sale. It’s not rocket surgery but it works.
His Favorite Productivity Tip – Turn off distractions (email, social media, mobile phone, etc) when you sit down to write. An hour writing undistracted is worth four with distractions.
A Quote that has Inspired Ryan’s Success – “Screw it, let’s do it.” Richard Branson
- The true value of social media is finding your audience.
- Answering questions is the best use of digital media.
- Digital media is the communication vessel that transcends the conversations that are happening on and offline, with each making the other stronger.
- Here’s the Exact Target Audience Growth Survey Ryan mentioned
- Learn more about Ryan at RyanHanley.com
- Download a sample of Ryan’s new book Content Warfare
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How is your business adapting its selling practices to an environment where buyers have new expectations?
About the Author: Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.