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Category:SMBH Weekly Episodes -- posted at: 12:00pm EDT
Mon, 11 April 2016
Mon, 4 April 2016
143 - Do you know how to social listen, and why it may be the most important strategy that you aren't doing!
The All-Business, No-Hype Guide to Social Media Marketing - with Jason Falls
Largo, Florida - April 4, 2016- In this show Nile Nickel talks with Jason Falls the award-winning social media strategist and widely read industry pundit, Jason is known as a top influencer in the social technology and marketing space by Forbes, Entrepreneur, Advertising Age and others. His strategies and ideas have touched iconic brands like General Motors, AT&T, Makers Mark, Humana and CafePress, among others. Jason leads strategy for Elasticity, an innovative agency that blends public relations, social media, mobile and SEO to help brands adjust and excel in an ever-changing marketing landscape. He is the co-author of two books: No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing (Que 2011), and The Rebels Guide To Email Marketing (Que 2012). Falls is also noted for founding SocialMediaExplorer.com, one of the industry’s most widely read blogs.
Jason is the co-author of two books: No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing (Que 2011), and The Rebels Guide To Email Marketing (Que 2012). Falls is also noted for founding SocialMediaExplorer.com, one of the industry’s most widely read blogs.
No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing
The In-Your-Face, Results-Focused, No-“Kumbaya” Guide to Social Media for Business!
Stop hiding from social media--or treating it as if it’s a playground. Start using it strategically. Identify specific, actionable goals. Apply business discipline and proven best practices. Stop fearing risks. Start mitigating them. Measure performance. Get results. You can. This book shows you how. Jason Falls and Erik Deckers serve up practical social media techniques and metrics for building brands, strengthening awareness, improving service, optimizing R&D, driving better leads--and closing more sales. “Conversations” and “communities” are wonderful, but they’re not enough. Get this book and get what you really want from social media: profits. Think social media’s a passing fad? Too risky? Just a toy? Too soft and fuzzy? Not for your business? Wake up! It’s where your customers are. And it ain’t going away. Does that suck? No. It doesn’t. Do social media right, and all those great business buzzwords come true. Actionable. Measurable.And...wait for it...here comes the big one. Profitable. Damn profitable. Want to know how to do it right? We’ll show you. And, yeah, we know how because we’ve done it. This is the bullshit-free, lie-free, fluff-free, blessedly non-New-Age real deal. You’re going to learn how to use social media to deliver absolutely killer customer service. How to R&D stuff people actually want. Develop scads of seriously qualified leads. You’ll figure out what you want. You know, the little things like profits, market share, loyalty, and brand power. You’ll figure out how to measure it. And then you’ll go get it. One more thing. We know what scares you about social media. Screwing up (a.k.a., your mug on the front page of The Wall Street Journal). So we’ll tell you what to do so that won’t happen. Ever. No B.S. in this book. Just facts. Metrics. Best practices. Stuff to warm the hearts of your CFO, CEO, all your C-whatevers. And, yeah, you. So get your head out from under the pillow. Get your butt in gear. Let’s go make some money.
The Rebel's Guide to Email Marketing: Grow Your List, Break the Rules, and Win
A No-Nonsense, Take-No-Prisoners Plan for Earning Positive Return on Your Email Marketing! “They” say email is dead. Baloney! 94% of Americans use email. Passionate social networkers use email more, not less. Mobile email is huge. Email offers marketers more opportunities than ever...opportunities to guide customers from consideration and trial to repeat purchase, loyalty, even advocacy! But email has changed. Email users have changed. To get breakthrough results, you must break the rules! Whether you’re B2B or B2C, Fortune 500 or startup, this is a complete no-nonsense plan for transforming your email marketing. Discover radically better ways to handle every facet of your campaign: lists, From names, Subject lines, calls to action, social network integration...everything! Learn how to
Email Address: email@example.com Twitter Handle: @JasonFalls Facebook Profile: http://facebook.com/jasonfalls LinkedIn Profile: https://www.linkedin.com/in/jasonfalls Websites: http://goelastic.com, http://jasonfalls.com
Segment 1 [Weird Ass News - No Transcript Available]
Nile: Hey, I’d like to welcome you to the social media business hour tonight. We’ve got Jason Falls on. You heard a tease upfront so you’re going to learn some great things about social listening and I’m sort of fascinated to hear that topic myself. And Jason, by the way, is a leading digital strategist, author, speaker and thinker in the digital and social media marketing industry. His strategies and ideas have touched iconic brands probably you’ve never heard of like General Motors, AT&T, my personal favorite Makers Mark, Humanic, FA Press and many others. Jason: Everyone likes that one. Nile: Yeah, it’s -- that’s always a good one to warm us up in these cold winter times. Jason: Exactly. Nile: Well, you know, one of the things that you talk about and you’ve got a sort of a really innovative agency. Elasticity, correct? Jason: That’s right. Elasticity. We’re about, you know, we’re a boutique agency. We’ve got about 30, 35 people headquartered in Saint Louis. It was founded by three former Omnicom executives and I actually was -- when I was the vice president for digital strategy at Café Press a few years ago I brought Elasticity to Café Press to be our sort of marketing, digital marketing and PR firm. And, you know, just absolutely loved them so much that -- I mean, there was a little bit of an executive change over at Café Press and I was sort of looking for a different opportunity. I just kind of gave them a call and said hey, is -- would it be possible for us to work together? And it sort of worked out. So, I’ve been there a little over a year. I run a Louisville office and we continued to grow and create content strategies and stuff for clients that we just have a lot of fun doing it. Nile: I was going to say the size of it sounds like you are. I mean, that doesn’t sound so boutique anymore. Jason: Well, I mean, I guess, you know, I guess it’s all relative. I mean, when I think of a boutique agency I think of anything under 50 people. You know, once you get over 50 you’re starting to get pretty big and layered but we’re small enough as an agency that we are still very flat and by that I mean there’s not a great hierarchy. We bring the right subject matter experts to the table for each client so it’s not just an account executive who is the liaison between the client and everybody else in the agency. When we have a client call or a meeting, you know, the media planning and buying, you know, person on that particular account is at the table, the creative director’s at the table, the account executive’s at the table, the strategist is at the table, the guy doing the SEO and pay per click stuff, the guy doing the community management or the gal doing community management is sitting there as well. So, we have a very flat organization which makes for a great collaborative environment. Nile: Sounds like it does and I know that you guys have won a number of awards. You personally have as well. You’re widely read in the industry. Considered a pundit. You’re also noted as the top -- go ahead. Jason: I was just going to say it’s great that I’m considered a pundit because I don’t know how to spell it but that’s okay. Nile: You know, to me that always sounds like the guy on the football team that, you know, kicks the football. But that’s just me. Jason: Exactly. Nile: That’s just me. Well, and you also coauthored two books. I like your first book title. You probably listen to the show and you know that we have a segment in part of the social media business hour. It’s called weird ass news. So, you’ve got the no bullshit social media the all business no hype guide to social media marketing. And then you’ve got the rebel’s guide to email marketing. So, I like both of those titles. I think it says a lot about you. Jason: It does. I’ve got a little bit of a non-conformist personality. I typically -- I’m the guy in -- that you sat next to in class growing up who always had a problem with authority and was probably continually sent to the principal’s office. That’s kind of me and it’s not necessarily that I’m, you know, that I _____04:16 at rules and all that. But I just have a disruptive personality which, you know, in the marketing world these days is what you’re looking for. You’re looking for people who can -- especially with content marketing online you’re looking at people who can help you disrupt, you know, the status quo of way too much signal or way too much noise and not enough signal. And so disruption is something that, you know, we pride ourselves on at Elasticity creating ideas that make people perk up and take notice and so, you know, no bullshit social media was where I first pitched the idea for the book to Pierson and Q, my publisher. I said if you won’t use the title I’m not going to write this book for you because the title is absolutely the essence of the book. It has to be the title. And they came back and said if Barnes and Noble likes it, we like it. And Barnes and Noble was like thumbs up man. We’ll put that on the in cap. Those are great -- that’s a great title. So, it worked out really well. Nile: That is absolutely super. And, you know, I’ve never heard that I’m a rebel or a non-conformist ever. Well, at least in the last five minutes so -- listen, I know where you’re coming from and I appreciate that. Well, you know, one of the things that you talked about -- you talked about this in the tease before we got started. You’ve even mentioned it here. As we’ve just got -- we’ve allowed people to get to know you a bit. You mentioned social listening and, you know, I’m going to understand that concept. I talk to people a lot about engagement with their audience and I’m curious how engagement and social listening relate to each other. Jason: Well, they’re certainly intertwined but I think to define social listening let’s first define social monitoring because there’s a difference. In, you know, in 2007, 2008 as companies started to really look at social marketing as a viable avenue to reach consumers lots of software vendors started to pop up to try to make sense of this social media mess out there for brands and one of the popular sort of verticals of software that popped up was social media monitoring software. And so if you’ve heard of brands like [?] and Radiant Six and, you know, some of those types of software. There’s even a free one out there called socialmention.com where you type in a keyword or a phrase and just like Google these softwares go out to all the social networks and blogs and even beyond that. Forums and message boards. And find mentions of that particular keyword, term or phrase and sort of quantify it for you. How many people are talking about it, what are they saying, is it positive, is it negative? Etcetera, etcetera. So, social media monitoring in my mind or kind of the definition of it is just that monitoring. Watching what’s going on on the social web so that you can quantify the conversation about you. Social listening takes that concept one step further where you’re not just quantifying, you’re not just measuring but you’re actually doing something with the data. You’re doing something with the information. You are extrapolating insights. So, you might be doing what many brands do with social listening which is social customer service. They find people complaining about a product or service. They reach out proactively and try to -- or actually it’s reactively because they wait for someone to say something negative. They react to that and reach out and try to conduct a little customer service on social media but there’s so much more there and real, true social listening is when you say I’m going to monitor the conversation. Not necessarily about my company but about the whole category. The whole category of the industry I’m in and I’m going to look for what people are saying about the types of products they like. The types they dislike. So, you’re trying to get consumer insights out of the social conversation just like you would try to get them out of consumers through a focus group or a survey. The data here is unstructured, there’s a lot more of it and it’s a lot harder to sift through but if you are practicing social listening very well you can actually get the same type of insights for your product, for your consumer experience or even for your content marketing out of just the conversations that are happening every day on the web. Nile: You know, I want to do something that, you know, when I was in marriage counseling way back when the therapist told me it was a good thing to do. So, I’m going to parrot back what you’ve said based on my perspective and what I heard and I’d like to get your comments on it because I think it might help the listeners as well. What I heard you talk about was social monitoring is sort of the analytics and the keyword analysis to find out what people are talking about on the social platform. Whatever that might be. Social listening is where you start listening for specific keywords, specific topics that you want to engage with if you will. And then we talk just a tiny bit about engagement. I’m going to put engagement on top of this. Engagement is where now you start engaging in some sort of conversation based on the listening that you did as discovered by the monitoring that you -- that lead you there. Is that fair? Jason: That’s -- yeah. that’s absolutely fair. That’s right in there. What I would say about -- to extend the conversation into engagement is when you’re doing a really good job at social listening you are understanding more about your audience and what it is that they are looking for not just in your product or your service but in the experience they have with companies like yours and the types of content that companies like yours can provide to intrigue them. And I’ll give you a quick example. Vespa, the really fancy scooters that you can buy. You know, it’s kind of like, you know, today’s version of the Moped only they’re really nice and, you know, well designed. So, Vespa had this, you know, standard blog on their website where they blogged all about scooters and driving scooters and what driving a Vespa was like. And they started looking at -- they actually started the practice of social listening to say okay. We want to find out what our customers -- and we want to try to identify our customers online, on social networks and we want to listen to what they talk about besides scooters. We want to know what else intrigues them so that we can understand them more. And what they found when they did that was that Vespa customers, when they are talking online about anything and everything have a much higher tendency -- they index higher than the normal, average person talking online in the categories of art and fashion and design and, you know, sort of that sort of genre of the world. So, you’ve got a higher cultured consumer that is a Vespa customer compared to customers of other scooter companies or just the general web. Well, that insight lead them to say you know what? We need to change our blog and stop talking about -- yeah, yeah. Nile: We’re going to carry what they learned and what they did about it over into the next segment. Does that sound fair? Jason: Okay. That sounds great. We’ll talk about what they learned in a second. Nile: Yeah. so, make sure you join us. Nile Nickel and Jason Falls on social media business hour in our next segment.
Hey, welcome back and if you listened to the first segment, man, we’re into some fascinating conversations. This is Nile Nickel with the social media business hour. You hear me all the time but we’ve got Jason Falls, just a fascinating gentleman and as we talked about in the first segment a pundit. You could go back and listen to that conversation. But in our first segment we got into social listening and you started to describe -- and they’ll have to go back to figure out what we’re talking about, social listening, into that first segment. But we were talking about Vespa and Vespa had done some listening and that listening allowed them to gain insights into other interests, you know, basically the what else their consumers were interested in and then you were given an example of what they did with that. Jason: Right. And I got so excited about telling the story I forgot we needed to break for a segment so I apologize. But so they discovered obviously that the Vespa customer was a -- has a higher tendency to talk about art and fashion and design. So, what they decided to do with that information was they said we’re going to stop just writing about scooters and transportation and getting around and whatnot on our blog and we’re going to turn our blog into an online magazine and again, the mechanism doesn’t change. It’s still a blog. But they changed the name of it from blog to magazine because again, they’re going after a higher brow consumer, someone who’s much more into design, fashion, art, etcetera. And they changed the content to be really focused on art, interior design, fashion, so on and so forth. And so what they did was they changed their content on their website. They started calling it a magazine instead of a blog and that attracted more people like their customers to come to Vespa, to read articles, to share content, so on and so forth. Over the course of -- I think it was a three-month period. They measured 50000 I think it was new, unique visitors to their website. And from those 50000 new visitors they were able to gain -- I think it was somewhere in the neighborhood of 1400 new leads of people who wanted to buy Vespas. Because again they were creating the type of content that a person who might want to buy a Vespa wanted to consume. So, it was listening to the conversation to try and gain insights about their customers that they could then turn into something actionable which would drive more customers, more leads and more transactions. So, that’s the type of thing you can do if you’re doing social listening well. Nile: Now, what I took away from that because I’m an analytical guy is I was looking -- and I said well that’s about 2.8 percent conversion from followers to leads. That’s huge. Jason: It’s -- it is. It’s fantastic. And when you talk to people in the digital marketing space about conversion, you know, click through rates, things of that nature you have to remember the average pay per click advertisement -- just average is a .2 percent click through rate, right. That’s basically one in 10000 visitors to a search page is going to click on that pay per click ad. And that’s kind of the standard that you work from when you’re trying to look at how efficient you are in digital conversions. When you’re talking two, three, four percent -- and there’s some digital marketing case studies I’ve seen where you get 30 and 40 percent click through rates. Those are obviously rare and crazy, insatiable things. But when you’re talking two, three, four percent you’re talking significant jump in visits --
Mon, 28 March 2016
Mon, 21 March 2016
Mon, 14 March 2016
Liz O’Donnell is the General Manager of Double Forte, a marketing firm expert at connecting companies to the people who matter to them via digital, marketing, and content strategies. She is also the co-founder of SheStarts, which supports the growing pipeline of women founders in Boston through networking, coaching and events. Liz is the author of Mogul, Mom & Maid: The Balancing Act of the Modern Woman, a book that picks up where other business books leave off understanding the impact women’s personal lives have on their careers and the ways business can support working women. She is a frequent speaker and consultant to women who want to thrive and the organizations that want to reach and mobilize women. Interesting Facts and Sound Bites: Her first blog, Hello Ladies, was named one of the top 100 websites for women by Forbes, a Best of the Net by Working Mother Magazine and a Voice of the Year by BlogHer. Today you can find her blogging at WorkingDaughter.com, a resource for women balancing career and caring for their aging parents. She is passionate about helping women thrive and helping companies reach and mobilize this powerful resource. Liz has been also named as the "Voice of the Year" and a "must read" political blogger by BlogHer. She is a regular contributor to The Huffington Post, MomsRising and SheKnows.
Mon, 7 March 2016
Guest Bio: Stephan Spencer is an internationally recognized SEO expert and bestselling author. He is the author of “Google Power Search”, co-author of “Social eCommerce”, and co-author of the “The Art of SEO”, now in its 3rd edition and considered THE bible on SEO. Stephan founded Netconcepts in 1995 and grew it into a multi-national SEO agency before selling it in 2010 to Covario. Stephan continued as a sought-after SEO and digital strategy consultant. His clients post-acquisition have included Zappos, Sony Store, Quicksilver, Best Buy Canada, Bed Bath & Beyond, and Chanel. Stephan speaks at many Internet marketing events, including SES, SMX, PubCon, Internet Retailer, Shop.org, etc. He’s contributed to Huffington Post, Search Engine Land, DM News and MarketingProfs, among others. Stephan is the creator of Traffic Control, a 3-day seminar on SEO, co-creator of the 3-day professional development seminar Passions into Profits with Kris Jones, and the host of 2 podcasts, The Optimized Geek and Marketing Speak. Interesting Facts and Sound Bites:
Nile: Hey, welcome back to the social media business hour. We’re talking with Stephan Spencer and Stephan is a true SEO expert. He’s really written the bible on SEO. Go back in the first segment if you’d like and listen to the details regarding that. But without getting into the details we were talking about some SEO strategies and one of the things that we happened to talk about was an SEO audit and in that audit finding duplicate content. Now, one of the questions I get asked a lot Stephan is about duplicate content. What’s considered duplicate content? What’s not? You know, what would get you slapped by Google if you will. And so rather than me speculating on it let me just ask you about that. Stephan: Yeah, great question. So, let me first dispel a big myth about duplicate content. It doesn’t create a penalty situation. It is a filter. Not a penalty. So, when you get filtered because you have duplicate content that another more authoritative site also has it’s not like you are being slapped. It’s just basically that you’re not being favored over a more authoritative site. And this can happen if you’re even the originator of the content. So, let’s say that you have created unique valuable content about cruises and cruise lines and various, you know, just each cruise line, princess cruises and so forth. And this is an actual real world case. A company, cruises.com created all these different write ups about each cruise and each cruise line and so forth and then they would syndicate it to various sites that -- like airline partners and travel partners like Orbits. And guess who would end up winning the duplicate content filter war in Google. It wasn’t cruises.com. it wasn’t even any of the airlines. It was Orbits. Because when you think about how much authority Orbits has with all of these links and really powerful, important links pointing to their site. So, cruises.orbits.com was the site that would win out and then everything else would get filtered. So, you don’t want to get filtered out. Even if you’re the originator of the content that can happen so there’s some strategies and tactics you can use to ensure that doesn’t happen. Like for example, any partners you’re syndicating to asking them to link back to the -- your original article from their article. Like if you’re syndicating an article to various business sites then you could have in the byline or the bio where you specify, you know, just your company and so forth. You can include a link to the original article on your site. Not just to your home page because we want to link directly to the article in question so that Google can see that oh, this is the originator. And also when you’re the first one to show that article on the web and then later your syndication partners start to show it on their websites that’s also a signal. And then there’s another thing that -- I’ll geek out for just a moment here and then we’ll get back to normal talk. And that’s called a canonical tag. So, you add this into the HTML code. It’s not really difficult to do. It’s just one line of HTML and it just specifies what the definitive source URL of that piece of content is and so if you get permission, you get buy in from this syndicating partner that they’ll put a canonical tag in your HTML on the page that points to your URL, your article on your site then that will be a very definitive signal to Google that you’re the originator of that content. Nile: You know, if you happen to share content or get it syndicated and the syndication partner -- obviously, you might want. But they are not going to do anything related to linking back to you or allowing this conical tag. Did I get that right? Stephan: Canonical tag. Nile: Canonical. See? I told you I’d mispronounce it. What -- or how much of the content do you have to change on your page to make it unique? Stephan: Substantial. It would have to be very substantial. Because if you just move your paragraphs around or you add an extra paragraph -- think of it like if you had this imaginary five or six-word long window that you ran across both pages to compare and contrast them and see how many of those -- these are called shingles. These five or six word long windows are in common between the two documents. Shuffling paragraphs around is going to still leave most of those shingles in common between the two documents. Adding an extra paragraph or reducing a paragraph, that’s still going to keep -- leave most of the shingles in common between the two documents. You’d have to do a substantial rewrite. Paraphrase most everything. Or significantly augment the content with tons of like user generated content, lots of customer reviews or discussion forum posts and things like that to really differentiate your content from the other site. And that’s also -- we didn’t even go into the issue of duplicate content that you’re causing to your own site just by misconfiguring all the -- like the URL structure or having superfluous parameters in the URL. And I’m getting geeky again. Sorry. I just -- I’m a geek. Nile: That’s okay. Keep getting geeky. You know, we get some technical people on here so we want to know this. Stephan: Yeah, yeah. and actually I’m a podcaster as well so -- when I say I’m a geek I actually have a show that has geek in its name. optimized geek. Nile: I like it. Stephan: So, yeah. I’m a real geek. So, anyways, if you have duplicate content on your own site -- so, you are competing with yourself. Now it’s like you are creating not only duplicate content but you’re creating page rank dilution. So, think of it this way. Like if the leading candidate for president -- whoever that is. I’m not going to get into Trump and all that sort of stuff. But let’s say whoever your favorite candidate is had a twin brother or a sister, whatever. And they both ran and they had similar platforms and they didn’t really have any differentiating, you know, their level of experience was pretty much the same and so forth. You’d have a hard time picking one of them, right? So, it would split the vote and neither would win. So, imagine doing that on your website. You have five different variants of the same exact product page at different URLs. You know, flags or parameters in the URL, tracking parameters and things and they’re all picked up by Google. It’s like having four twin brothers and you both, you know, all of you running for president and none of you are going to win. Nile: You know, so people get into article spinners and then they’re looking to change words out in the article and they get the percentage of words and all that type stuff. It sounds like that’s sort of a game that they’re probably not going to win. Is that a fair statement? Stephan: Oh, are they not going to win? In fact, they are going to lose very badly because most of Google’s future algorithm is going to be based on machine learning and you can bet that with artificial intelligence they’re going to be able to sniff out any of that nonsense and if it does not read like it was written by a human and it like reads like poetry -- you can't make an article spinner right like Shakespeare or, you know, whatever. Pick your favorite poet or a writer, right. So, you cannot fool the search engines going forward. You might be able to fool them today or a couple of years ago. But even today I’d say you probably aren’t fooling them. Maybe a few years ago possibly. So, you are down a path that is not going to bode well for -- it’s not going to -- you’re not going to win. You are going to in fact lose. Certainly get penalized for it. And when you do something that you think okay. I’m going to kind of skate the edge here and see how far I can get away with this and I know it’s not cool, I know it’s against Google’s guidelines but it works. And other people are having success with it. So, I’m going to keep writing this out until I think it’s too dangerous and then I’ll stop. That’s a terrible idea because what will happen is Google will be able to retroactively look back on all your bad behavior because they’re keeping a rap sheet on you for certain. And they’re going to be able to figure out -- hey, wait a second. You have a pattern of, you know, skating on the edge here, doing stuff that’s against Google’s guidelines until you suddenly think you’re about to get caught and then you stop. We’re sick of that and we’re going to slap you like you’ve never been slapped before. And rightly so. You know, you had it coming to you. Nile: Yeah, and that’s what everybody, you know, has heard about the Google slap that happened to a lot of people and they went from respectable or high rankings to being invisible. Stephan: Yeah, but they think in terms of like okay. I did this thing and then I got caught or I did this and then I got caught or I do this thing and I don’t -- did I get caught? I’m not sure but suddenly my rankings are not what they used to be and so forth. So, they can't pinpoint it to a particular algorithmic update. What they’re not thinking about is they’ve created a pattern of bad behavior. Google’s been keeping that rap sheet on them and they can retroactively go back and reassess, reanalyze the data, figure out that you were doing something that was not okay and you have this pattern of stuff and something that probably wouldn’t on its own have gotten you in trouble; with that pattern of bad behavior you’re slapped. Nile: That makes perfect sense and I know a lot of people won’t like that but let’s go back to where you were talking about duplicate content on your own site. And it’s not there for any other reason than you’re trying to create, you know, different pages on your site that address specific issues and you might have people look at content on those pages. Stephan: Yeah. it’s totally inadvertent. It’s not like you said well, let’s create five different copies of every product in my catalogue or, you know, whatever. It’s just that whoever built the site didn’t know what they didn’t know. Nile: If you encounter that problem, is there any way to basically say this is my main page, these other pages, you know, ignore because -- it’s something like that if you will. Stephan: Yeah, absolutely. That’s what the canonical tag was built for. So that really reduces the duplicate content. The thing is it’s only a hint. It’s not an absolute directive so Google may or may not obey that canonical tag but the -- before the canonical tag was cross domain meaning it covered multiple websites -- you could go, you know, like let’s say you get syndicated onto -- I don’t know. Businessinsider.com or something, right. And they agree to do a canonical tag back to your site, to your original article on your blog. Well, back in the day when canonical tags were brand new that was not supported. You only could use canonical tags within your own site and that was to reduce the duplicate content that was inadvertent created because of tracking parameters and things like that. Because if you have like added to the end of your URLs source=blog to track when people are coming into your home page from your blog or source=email if you’re tracking people coming in from your email newsletter and then you also have that email newsletter archive down the web and, you know, have all these different pathways into the home page and they all are different URLs with that source= whatever tracking parameter. Now you’ve created umpteen number of duplicates of your home page and that’s not -- that creates that duplicate content situation we’ve been talking about. Nile: Okay, okay. It makes sense. Well, listen, we’ve got a lot to talk about. I feel like we’ve barely scratched the surface but we’re at the end of another segment. So, join us in the next segment. You definitely don’t want to miss what’s coming up next. And we’ll be right back. Hey, welcome back to the social media business hour. This has been so exciting. We’re in segment three of a three segment interview with Stephan Spencer who is -- I’m going to change your title. I was saying that you wrote the bible on SEO. I’m now going to make you the SEO god so -- you might argue that Google really is in that position because they’re the guys that are making the rules but listen. I’ve learned so much. I appreciate it. Thank so much Stephan. Stephan: It’s great being here. Thanks for having me. Nile: So, you know, if somebody wants to learn some more about some of the SEO there’s a lot of tools out there. Are there any tools that are really worth your time? Stephan: There’s so many. That’s a great question because there are a lot of time wasting tools out there but there are some great tools and it depends on what you’re trying to do. Like some people will buy a big, expensive enterprise level tool and then they don’t have anybody to run the tool which is absolutely ridiculous. It’s like buying a really expensive car and nobody has time to drive it. What a waste of resource. So, if you instead buy lower priced tools and you spend your money on internal resources, staffing and outside consultants and so forth that’s way more effective use of your money. So, my favorite tools -- and I’m using these for all my clients, right. So, every engagement where I’m dealing with the three pillars of SEO which is, you know, every engagement I’m dealing with all three pillars so architecture, content and links if you recall. So, for links I’m using link analysis tools such as AH _____16:28 majestic.com, open site explorer which is part of MOZ. Of course Google has their free tools inside of Google search console. It used to be called Google web master tools. Doing link analysis with those. And linkresearchtools.com. these are all fantastic tools and I recommend having at least a couple of them so that you can compare and contrast the data that’s coming out of them and the reporting because they’re all different. They’re using different algorithms, different data sets, they crawl the web differently and to varying degrees. So, that’s just link analysis to figure out what your competitors are doing, where they’re getting their links from and which links are the most authoritative, important, trusted links so that you can maybe go after some of those same links and -- but again. That’s more tactics than strategy. You’ve got to have a strategy to like go viral with some crazy, amazing content marketing piece and so forth. And so we can circle back to that if you’d like. But so that’s link analysis. And then let’s say we’re doing some competitive intelligence on what keywords and so forth are driving the most traffic and rankings for our competitors. We could look at tools like search metrics. That’s M-E-T-R-I-C-S.com or semrush.com. and if we’re talking about keyword research to figure out which keywords are popular. Not based on looking at our competition and what they’re getting traffic on but just like what’s popular with Google searchers in our niche, our categories and so forth. Then you want to use the Google AdWords keyword planner which is a free tool. You just have to have a Google AdWords account which means you have to sign up with AdWords and give them your credit card but you don’t have to start buying AdWords campaigns. You can just never do that. And then log in and start using this free tool inside of Google AdWords called the keyword planner and this will tell you which keywords are more popular than others, synonyms, verb tenses, plurals versus singulars, all that sort of great stuff. And there’s complication with like -- algorithms have gotten better over time with google so it’s not so much like oh, I’ve got to get the right verb tense or I have to get the singular or the plural right depending on which one’s more popular. It’s more about entities and stuff so we can geek out on that later. But keyword research tools, that’s one of my favorites but there’s also keyworddiscovery.com which is a paid tool. There’s a tool within authority labs that’s great for doing keyword research. Authority labs is knows as being a tool for tracking your rankings. Your search rakings across the engines. It’s like Google and Bing and so forth. And speaking of tracking your rankings if you have never thought of YouTube as a search engine you should because it’s the number two search engine by search volume, number of search queries. So, tracking your rankings on the YouTube search engine is something that’s not on anybody’s radar for the most part but it should be. And there’s a tool called Woot that you probably have never heard of that allows you to track your YouTube search rankings as well as some other YouTube engagement metrics like watch time and number of views and favorites and likes versus dislikes. All that sort of good stuff so that’s -- Nile: Okay, spell that one for us. Stephan: Yeah. Woot, W-O-O-T.net. Nile: Okay, great. Stephan: Yeah. lots of tools. Nile: Well, you know what? That -- listen, that’s worth the price of admission just to the podcast here for getting that listing of tools. And I know that wasn’t a complete list. Stephan: Not even close. Nile: But, you know, the thing that amazes me is you were just rattling all of that off the top of your head. Stephan: Oh, yeah. there’s a lot more up there. Nile: I can't remember all three of my names consistently. First, last and middle. I’ve got to stop and think every once and a while so that was impressive. Stephan: Oh, thank you. Nile: So, listen, what are some of the common or maybe even the most common myth about SEO? Stephan: Boy, there’s so many. And I actually created a white paper full of myths to dispel many of them. There were 72 in that document all in so -- Nile: And I bet you that document’s on your website, isn’t it? Stephan: It is. It’s my lead magnet on my home page, on stephanspencer.com. so, yes. You can go ahead and download that if you’re listening -- if you’re driving don’t do that now. Go do that later when you’re in front of a computer. Nile: Yeah, we’ll have the links on social media business hour. This is episode 142 so no problem. Just go get the links and in the meantime continue to listen. Stephan: Yeah, yeah. so, let me give you a few examples of just myths that need to die but still haven’t. so, I still, to this day in Florida people are talking about meta tags and them having really any value for SEO. And I’ll -- let me get into specifics here because details matter. Like the devil’s in the details. So, the meta keywords tag is a meta tag that never counted in Google. And this is a great screening question by the way. If you’re looking to hire a consultant or an in house SEO person ask them about meta tags and specifically about meta keywords. What’s your process for optimizing meta keywords, how are you going to go about doing that? And if they give you any answer other than meta keywords what -- they never counted. Never. If that’s not their answer you boot them out the door because they never counted in Google. And if they give you some BS line about how, you know, they’re not as important as they used to be. Or yeah, they used to matter and not anymore. None of that is true. They never counted in Google and I can point to concrete evidence of that fact. Google webmaster central blog which is owned by Google and Google engineers write for that blog. They said that -- and back in 2009. We never counted the meta keywords tag. So, that’s one. And there’s another meta tag that’s talked about a lot called -- so, that was the meta keywords tag. Now I’m going to talk about the meta description tag. Do you know the meta description tag doesn't move your rankings at all? It’s not part of the rankings algorithm. It’s only used to influence the snippet that’s displayed on your search listing. So, you can change that snippet from like a copyright statement all rights reserved sort of thing to something more compelling which is great. But if you’re position nine, who cares? Nobody’s going to see that search listing. You’re buried. Yeah, you’re on page one but barely. So, instead do stuff that’s going to improve your rankings in the search results instead of tweaking the snippet that’s displayed. So, meta descriptions, that’s a very much a second order activity if that, right. Focus on the things that really move the needle. So, you could ask another kind of trick question or screening question of your candidate in front of you in the interview. Like tell me about the meta description and how that influences the rankings or how that -- where that plays in Google’s rankings algorithm. And if they give you any answer other than it doesn’t count, it’s not part of the rankings algorithm you boot them out the door. Nile: Well, you’ve got a quick boot process. I mean, we’ve got two questions already that we could identify if they know anything and boot them quickly. Stephan: Yeah, so just download my white paper and you’ve got 72. Nile: And if they don’t get through all 72 you know that you need to be looking for somebody else. Stephan: Yeah. Nile: I bet that you have some recommendations. Tell us a little bit about your business and how people could engage with you in all seriousness. Stephan: Yeah, okay, cool. So, I used to have like dozens of staff. We were in three different countries and it was fun. And I decided after I sold my agency that I was not going to replicate that again. That I was only going to take on a small number of clients that I could work with individually rather than just handing them off because when you run an agency, you’re the thought leader who is writing books and speaking at conferences and so forth you don’t have time to work on individual clients when you’ve got, you know, 30, 40, 50 active clients at any given point in time. So, I take a small number of clients and I work with them directly. I’m the one doing the deep dive SEO audits, I’m the one writing the content marketing strategy and presenting it. I’m the one who’s doing the keyword research and creating keyword strategy and doing the ongoing month by month kind of retainer work for the clients. Now, I don’t do all the like trench work. I’ll recommend, you know, outside people for doing things like optimizing individual title tags across a 10000-page website. I mean, I’m not going to -- I’d rather like -- I’d rather pull my teeth out than do that work. But the more strategic work and the really -- the deep dive forensic analysis and a really creative brainstorming for content marketing to get links and so forth, I love that stuff and so I do that with my clients. So, _____25:59 handful of clients at the beginning. Those are all clients I work with personally since I sold my agency. So, _____26:06 Chanel, Sony, Bed, Bath and Beyond, Bloomberg business week, Best Buy, Canada. Those are all post acquisition clients. So, if you’re interested. If anyone’s wanting to talk more about potentially taking it to a whole other level in terms of Google and driving more traffic just, you know, contact me at my -- go to my website stephanspencer.com. email me directly at firstname.lastname@example.org and we can talk. Nile: And we’ll have all those links as I’d mentioned earlier up on the website. You know, I’ve been blown away. We’ve been through three segments. A lot of information. And I feel like we just haven’t scratched the surface. So, I understand why you’re so revered and have reached the status that you’ve reached. Because really, there’s just a lot of great information and I had so many questions that I wanted to ask we didn’t even get to. Stephan: You know, there’s always another level. There’s always deeper that you can go. Your website’s never finished, your SEO is never finished. If somebody is interested in doing more on your own DIY kind of SEO I encourage them to get a copy of my book the art of SEO. You don’t have to buy it in fact. I got permission from my publisher to share a free electronic copy of this 50-dollar book with listeners. If you email my assistant she’ll send the link. I can't -- we can't include the direct link to the O’Riley site because it’s super-secret and O’Riley, my publisher would have a fit if it got out there in the wild but for your listeners we can allow them to download one of my three books for free. So, there’s social ecommerce, art of SEO and Google power search and they could pick any one of those three for free. Just email my assistant email@example.com. Nile: And we’ll make sure that that is on the site as well. Actually we won’t put that on the site. You’ve got to listen. If you don’t write it down, go back and listen to it. It’s there. I think there’s value in that. Wouldn’t you agree? Stephan: Yeah, yeah. you can allude to it and say somewhere towards the end of the episode there’s instructions about how to get a free copy of a 50-dollar book from Stephan. Nile: There you go. That’s what we’ll do. That will be the tease in the site. But you’ve got to go back and listen. You know, Stephan thanks so much for being with us. I can't tell you how much I’ve learned and how much I appreciate it. I know that all the listeners with me do. Again thank you so much. Stephan: Thank you Nile. It’s been great being on the show. I love it. Nile: You know, and for the listeners, I want to thank you too. You really make the social media business hour. We would be nothing without you. And hopefully you learned a few new ideas or concepts. I’d be surprised if you didn’t. you know that my desire is you take just one of the things that you learned today and you apply it to your business this week. I know those small changes can make a big difference and I’m committed to bringing you at least one new idea each week. So, identify just that one small change you could make from the information that we’ve presented here and find out what a big difference it will make for you. So, until next week, this is Nile Nickel. Now, go make it happen.
Mon, 29 February 2016
Tom Tancredi has worked (alongside twin brother Dominic) on the successful launch of over 250 digital products while building their digital agency, DOM & TOM into an Inc. 500 fastest growing company two years running. Tom is a resource on anything startup related including mobile strategy, onboarding a technical team, finding a cofounder or structuring a fundraising deal. Tom has built high profile applications for Fortune 500 companies and is an expert on intrapreneurship in large organizations.
What is “Intrepreneurship”?
Take Steve Balmer with Microsoft. He’s a great example of Intrepreneurship. One of the first employees of Microsoft (he was employee number 30) – Steve was really the right hand man for Microsoft founder Bill Gates. He negotiated himself 8 percent of the total company, which is really incredible, considering there were 29 employees who were hired before him. Steve helped build Microsoft into the huge company it is today. With over 90% internet using Microsoft products. Steve Balmer was not the entrepreneur. He didn’t come up with the product – he did however, see the potential for the product, understood the strengths of the team and had the vision to take the product (Windows) to the marketplace in a scalable way. Although Tom is not the entrepreneur for his company (his brother Dom is the entrepreneur) – Tom found himself in the unique role as the “Intrepreneur”. In 2008/2009 he saw a unique opportunity to learn all that he could about the Apple iPhone. Since no one was the expert on that platform, Tom realized that if his company could be the subject matter expert for iPhones, they could create demand for their mobile software development services.
How can a mobile application boost retail sales?
70% of all retail “research” is done online, on mobile devices – before products are actually purchased. This makes for an incredible opportunity for any retailer who is open to (or already using) flash sales, deep discount offers or impulse point purchases. In fact, if you’re not using mobile, you’re going to miss a TON of sales, especially around the holiday season, with so many consumers making last minute purchases for gifts. Likewise, if you’re interested in year-round sales, mobile is equally as important. Before creating an application though, you really need to ask yourself what benefits and features your application will offer to consumers. Tom recommends that you don’t even bother with creating a mobile application if you haven’t clearly thought through the features and benefits of you application. Whatever you do, don’t just go copying some other larger corporation’s application. Large retailers for example, the money and resources to “get it wrong” many times before they get it right. As small business owners, we don’t have that luxury. As a small business owner, you must play to your strengths. One of the things that you can do, that larger corporations have a hard time with is – you can be face to face with your customers much easier. This mean, you can solicit feedback, answer questions and solve problems much faster than a larger corporation. If for instance, you can think of features for your mobile application that can help you do that, then your customers will find great benefits with that. Anyone you touch in that regard, will find more value doing business with you, than anyone else. In the hands of your customers or prospects, your mobile application may just be the first time they research what you have to offer and who you are. For a great example of how NOT to create a mobile application, you only have to look as far as the banking industry. It doesn’t matter who you’re banking with, just about all of them have one experience online and a completely different experience on their mobile applications. When you go to their website to do any kind of online banking, most of the time, they have really thought through what features, choices and the “look and feel” you as their customer should experience. Contrast that experience, with how most mobile banking applications operate: They are not user friendly, don’t offer valuable features and worst of all, they can feel totally insecure. Once again, this a great example of how NOT to design a mobile application. It’s absolutely crucial, that you take into account the user experience and value that your customers will get by using your application.
One Of The Most Common Challenges Business Owners Have When Designing Their Own Mobile Application
I’m sure you’ve heard the phrase, “Timing Is Everything”. Nothing could be more true in the case of mobile technology – especially when it comes to user purchases. Through real world experience, Tom shares with us that if you have some process for a user to go through…as an example, it could be a purchase. If they are using a mobile application to make a purchase, processing time included, if it takes up to 30 seconds, your chances for success are really great. If on the other hand, your purchase process takes longer than 30 seconds, you’ll see your users drop off, discontinue the purchase process and buy from a competitor who has a faster option. This could be making reservations for a restaurant, purchasing movie tickets – whatever the process Is, it needs to take 30 seconds or less.
A World-Class Example Of How To Lower Processing Time For Your Mobile Application
Amazon is a great example of streamlining this process. When you open your Amazon application, you’re automatically logged in. Not logging in before making a purchase, lowers the total processing time. Then, once the application is open, you need to make a selection of what you might want to buy – Amazon did it again, decreasing processing time buy making suggestions for you. Think about it like this: Amazon took a process that was five steps long and shortened it into two steps. All so you can quickly open their application, easily find what you are looking for and make the purchase. This shortened process has created a hockey-stick like growth for Amazon. You can achieve success if you do the same thing. Other examples of organizations who lower processing time to almost nothing include companies like “Trunk Club”. Once signed up for this subscription service, customers automatically receive things they may like. If they choose to keep the products, the purchase is already made. Companies like Trunk Club have brought the processing time down to almost nothing for making purchases from them.
Tom’s Best Mobile Application So FarTom has recently created an application called “Life Is Simple”. It’s a mobile application that connects customers to beauty industry professionals (like hairstylists) and their employees for the purposes of scheduling appointments in a quick and easy way. This really hits at the heart of what Tom is all about. He wants to help those who are struggling to make ends meet. Most beauty industry professionals make less what is considered to be at the poverty line in the United States. If adopted, this application will change the lives of thousands of hard working professionals who are struggling every day.
How Tom Started His Multi-Million Dollar Business With No Money
Starting with offering services to generate cash flow, Tom and his brother Dom created an environment where they could offer value to others, including mentorship for those who are less fortunate. They were able to get the attention from Fortune 500 companies by taking on contracts with a simple philosophy: Do what you say you’ll do, when you say you’ll do it and charge a fair price for doing it. Most people just want to be treated fairly and with integrity. Once you provide services or products with that philosophy, the people who you do business with, will appreciate that and take notice.
How To Have A Mobile Application Built, Even If You Don’t Know Anything About Mobile Applications
Once you have an idea for a mobile application, do some research. Try to find other applications that do something similar. If you find them, that is actually a good sign. You really want to see market validation before you invest time or money into your application. If you find other applications that do something similar to what you have in mind, the next question to ask is: “How are they doing?” Are they performing poorly? If so, then try to find out what their strengths and weaknesses are. Why haven’t they hit a bulls-eye? What are they missing? Once the above research is done to your satisfaction, before building an application, first find a designer. Designing out the application using wireframes is a great way to figure out how it will work and is a lot cheaper than hiring some one to write code before very important questions are answered. A great designer can be hired for as little as $30 per hour. Once that is completed, find a technical co-founder to work with you. This person can help work out the entire application process and just as important, who to hire for which parts of the development.
Mon, 22 February 2016
How To Take Your Next Vacation For FREE With “Travel Hacking” just starts this great episode.
Listen Along, as we reveal the secrets to using your LinkedIn profile as your very own sales page – capable of generating leads for free, what it takes to grow a business from anywhere in the world plus much, much more!
Mon, 15 February 2016
Listen as we uncover some tough truths about the perils of maintaining a career and those who follow their dreams. As you might have heard, passive income is one of the most powerful types of income and our guest Matt, made it work for him.
Mon, 8 February 2016
If you’re ready to learn about online marketing from the best, then strap in and hold on tight. This interview is filled with tremendous advice about how to give your business a kick-start using Social Media to generate conversions and the single most important thing you need to do in any business.
Mon, 1 February 2016
135 -The Ultimate, Proven System For Twitter Marketing That Makes Twitter Your Sales Generating Hero With Aj Amyx
You can quickly learn how to become a Twitter Rockstar, 140 characters at a time!
Use this incredible and uncommon advice to leverage the power of Twitter to create an unfair advantage for yourself and your business. On this great podcast, you’ll learn how to use Twitter to easily test the market for what your audience really wants, how to stand out online and how to avoid some of the biggest mistakes people make on Twitter.
Mon, 25 January 2016
Greg Smith is the Founder and CEO of Thinkific, a software platform that makes it easy to create, market and sell online courses. Greg practiced corporate law for one of the largest law firms in the country when he created his own online course and it took off, generating more revenue than being a lawyer.
He left his law career to start Thinkific and hasn’t looked back.
Greg and the Thinkific team have helped thousands of experts create and sell courses while building their brands and growing passive revenue.
Clients include everyone from the yoga instructor who wants to teach online, to companies like Hootsuite taking their training to millions of students worldwide.
Mon, 18 January 2016
Kevin Kruse is a New York Times bestselling author, Forbes contributor and Inc. 500 entrepreneur. For his newest book, 15 Secrets Successful People Know About Time Management, Kevin interviewed over 200 billionaires, millionaires, and entrepreneurs...including Mark Cuban!
Mon, 11 January 2016
If You Are Ready To See Massive Results On LinkedIn, Then Listen To Expert Level Tips And Tricks On This Terrific Interview Between TWO LinkedIn Gurus. Just A Few Short Minutes Into This Great Conversation About How To Use LinkedIn, You’ll Get:
The Single Most Important Networking Philosophy To Use In Combination With LinkedIn
The “Real” Way To Maximize Your LinkedIn Profile
How To Protect Yourself While Using LinkedIn
Which LinkedIn Connections To Have That Will Boost Your Network (Not Just Any LinkedIn Contact)
Plus Much, Much More!
In 2011, Mike began sharing his insights and perspectives on LinkedIn with audiences throughout Maryland. In 2015, He founded Mike Shelah Consulting to work directly with companies and sales professionals across the United States to find more customers and find them fast, leveraging the power of LinkedIn. Mike also uses his experience to evangelize the value of LinkedIn and assist those in the job market wanting to find their dream job and get to the front of the applicant list. A resident of Westminster Maryland since 2005, Mike is a dedicated: husband, father and community advocate.
What is LinkedIn?
LinkedIn is a very powerful, crucial online tool for professionals. When used correctly, LinkedIn can help you build a great network, find and get introduced to your ideal prospects and showcase your true value and worth to them. All you need is basic networking skills to make it happen. If you have networking skills and understand the golden networking philosophy. It’s a philosophy best described as one where “You to give before you get”. That is you should give value and not just look for an immediate return. When you give true value to somebody, most of the time, they will try to give back to you. LinkedIn is a great place to apply this networking philosophy.
How To Power-up Your LinkedIn Profile
What Makes Mike Shella Unique and Successful? Mike is a well-known LinkedIn Expert, but thinks of himself not as an expert or guru but just a successful salesperson who’s figured out LinkedIn. He suggests, a lot of people think that including words like “expert”, “guru” or “ninja” will make their LinkedIn profile more attractive and will outshine others…but those people have got it all wrong. A LinkedIn profile doesn’t have to be extravagant and boastful. By making it realistic, a profile with value and strong content will easily give you an edge from other professionals in your industry.
LinkedIn Guru With The Answers
Mike started out in sales in 1995 and got into technology sales in 1999. He was one of those traditional sales people making calls and setting appointments. It was a repetitive job. Sadly, Mike noticed he was becoming less effective at it…that is, until a good friend sent him a connection request on LinkedIn. It was a request that started him down a new road in life. That new direction, led Mike from the telecom/communications industry, to starting a business teaching and consulting with professionals on how to properly leverage LinkedIn. Because of his one-on-one consulting, group presentations, and seminars, he was able to help many individuals take full advantage of LinkedIn. After listening to Mike, they were able to find customers, find a job, and succeed in their careers.
How To Properly Leverage Your LinkedIn Profile
LinkedIn was still fairly new during the time he accepted that friend’s request. He did not waste time exploring and experimenting the ins and outs of it. He found a lot of good and bad things with LinkedIn and both helped paved the way to his success. LinkedIn has an extremely valuable section called advice for contact. Most people use this option in the wrong way. Based on Mike’s experience, most of the people contacting him, will just write a long paragraph or even a short one saying “send me an email” without including so much as their email address or phone number. Simple Power Tips For All LinkedIn Users Sending Contact Requests: • Keep it simple, make it easy for people to contact you • Include a phone number • Include an email address • Utilize the summary section to include your contact details Most of us are not comfortable giving out personal information over the internet. Check Out Two Solid Tricks For Protecting Yourself While Building Your Network: • Have A Dedicated LinkedIn Email Address – Create an email address mainly to be used for LinkedIn. This will let you completely control your inbox. • Sign Up For A Google Voice Number – If you are not comfortable giving out your mobile or landline number, go to Google Voice and sign up for a free Google Voice number. You can then pair the Google Number to your mobile number without anyone seeing your “real” phone number. You then, don’t have to worry about people knowing your mobile number. You can also get an application that can be downloaded directly on your smartphone for this.
Are You Committing The Single Biggest Pet Peeve On LinkedIn?
How would you feel if somebody sent you a message or you sent someone a message and received a response with a huge delay (like a week or so later) – only to apologize for the late response. The most common excuse? People say they are not checking their LinkedIn mailbox regularly. Avoid this embarrassing and unprofessional situation, by using LinkedIn often and spend time checking the 3 most important sections regularly: 1) Inbox 2) Wall 3) Notifications. It will only take you around 5-10 minutes per day to check everything. LinkedIn is a great tool to engage others with, even more so, if you are using it for your business. Take the time to answer questions from your notifications, celebrate with your connections (who got a new job, who are celebrating their work anniversary, etc.) and go through your invitations on a regular basis.
3 “Expert Level” Ways To Spot A Good Connection on LinkedInSince LinkedIn is open to networking, you will always get invitations from people you don’t know. Make sure to use this list when considering a new connection request:
3 Tips using LinkedIn To Manage, Develop and Nurture Contacts
How To Create Attention-Grabbing Professional-Looking Marketing, Explainer & Training Videos in Just Minutes! Explaindio $57 annual
Connect With Mike And Get The FollowingAnybody that goes to Mike’s website will get:
[content_toggle style="1" label="Click%20Here%20To%20View%20The%20Full%20Transcript%20Of%20The%20Show" hide_label="Hide"] Mike: Hi, this is Mike Shelah with the social media business hour with Nile Nickel and today we’re going to empower your Linked In profile. Woman: Are you in business or thinking about starting a new business and could do with a bit of help and guidance when it comes to social media? Then you’re in the right place. Social media can seem daunting and even frustrating but it doesn’t have to be. That is why we offer insights and experience from social media experts from around the world. Discover tips, tricks and information that will help you leverage the power of social media so you can start growing your business today. Welcome to social media business hour with your host Nile Nickel. Nile: Hey, welcome back to our first segment and you heard in the tease that tonight we’ve got Mike Shelah and Mike Shelah is a Linked In expert and I really like talking to Linked In experts. We’ve had probably -- what would you say Jordan? About a half dozen on the show? Jordan: Yeah, sounds about right. Nile: And I really like those experts. Don’t die on me Jordan. Don’t die on me. I really like the Linked In experts because that’s sort of what I do so we always have fun. We tend to learn a lot from each other and we all become better so just to give you some background on Mike. In 2011 Mike began sharing his insights and perspectives on Linked In with audiences throughout Maryland. In 2015 he founded Mike Shelah Coaching to work directly with companies and sales professionals across the United States to find more customers and find them fast leveraging the power of Linked In. mike also uses his experience to evangelize the value of Linked In and those in the job market wanting to find their dream job and get in front of the applicant list. And so Mike welcome to the show. Mike: Thank you Nile. Excited to be here today. Nile: Well, I’m excited. You wanted to -- you talked about helping people out with their profile and I look at profiles as where people really can shine and most of the time they don’t. They just fall flat on their face. In fact I do a product why your Linked In profile sucks and exactly what to do about it so I’m really interested in what you’ve got to talk about tonight. But if I look at all of the Linked In consultants that are out there and you and I both know there are thousands. In fact maybe even tens of thousands. What makes you unique out of all of us Linked In people out here? Mike: The first thing that makes me unique Nile -- and that’s a great question. I get asked it a lot. Is I don’t think of myself as an expert or a guru or a black belt or a ninja or any of those other foolish words that people like to put in their profiles because they think it’s going to somehow attract people to their profile. What I am is a successful salesperson. I started out in sales in 1995. I got into technology sales in 1999 and like many salespeople I come from that tradition of you get a list, you make a 100 phone calls, you set 10 appointments, you get three sales out of that, you move on to the next month. Then you repeat. And what I started to notice about eight years ago was that was becoming less and less effective and a good friend of mine sent me a connection request on Linked In and at that time Linked In was still fairly new. People had it but it certainly was not the platform that it is today and I began experimenting with it and I found lots of bad things to do that I stopped doing and I found a lot of good things to do that really helped me be successful as a salesperson and I’ve been able to modify that to also help people that are in the job hunting process because a lot of the skills that it takes to use Linked In for selling also apply to people that are in the job market looking to find a job. Nile: Sure, absolutely. Absolutely. Of all things that you found with Linked In what would you say is your biggest pet peeve on Linked In? Mike: There is an extremely valuable section to Linked In that says advice for contact and it amazes me how many people in that section don’t actually put a way for me to contact you. They’ll write a big long paragraph or they’ll say shoot me an email but I don’t have your email address. I say keep it simple. Put a phone number in there, put an email address in there and I recommend to people create an email address just for your Linked In account. With Yahoo and Gmail and all the other email platforms out there create an email. Keep it just for your profile and for the phone number -- some people are uncomfortable giving out their personal cellphone number which I can understand. Go to Google Voice, sign up for a free Google Voice number, put that in your profile and that way you can check any messages that come directly from Linked In and you’ll know because it’s a separate app on your smartphone that you just pair with the smartphone number and people never have to know your smartphone number. Nile: Both -- a couple of golden nuggets in there. One of the things that I always recommend is you make it easy for people to contact you and like you said there’s the advice for contact section, there’s information but I also even recommend putting it in the summary section. Make it super easy. And you’re right. So many people don’t do that and after all, if they find you on Linked In which is one of the goals that you likely have if you’re really optimizing your Linked In profile and you’re using it for business or to find a job, you want people to contact you. Mike: Absolutely. Let’s make this simple. Let’s take the confusion out of it. How do I get a hold of you? Nile: In fact, not only taking the confusion out of it. Make it super easy. Mike: Yeah. Nile: If they’re used to looking in a place where it’s not at make sure that it’s in the place that they’re going to look so I love it. I appreciate that advice. Of all the things that you’ve done and the people that you’ve worked with what would you say your favorite Linked In success story is? Mike: Probably my favorite one comes from about six years ago. I was actually at a networking event in Baltimore and I met a gentleman who was the owner of a small business and he was one of the distinguished guests at that event. It was very obvious he didn’t want to talk to any salespeople that day but he was nice enough to give me his business card and after the event I sent him a connection request on Linked In. simply Wayne, thank you for your time. It was a pleasure meeting you this evening. And then a couple of weeks later I see in the Baltimore Business Journal that he’s going to be a keynote speaker at an event. Send Wayne another quick message. Wayne, best of luck with the speaking event. I hope it’s a great success for you. Couple of weeks after that a friend of mine is looking for a job and he’s got a perfect background for this gentleman Wayne. I sent Wayne a message. Wayne, I’d love to introduce you to my friend Dereck. He just got back into the job market and I think he’d be an ideal candidate for your company. Wayne immediately calls me. We spent 15, 20 minutes talking about Dereck and at the end of the conversation Wayne says to me by the way Mike, what do you do? And within 10 minutes of that I’m talking to his office manager. Shortly after that Wayne becomes a customer. But even more important, three years later there was another article in the Baltimore Business Journal about a bank and how they’re going through this explosive growth and they’re interviewing the CEO of the bank. I look her up on Linked In and who does she know? My friend Wayne. Reach out to Wayne. Wayne, would you mind introducing me to Mary? And he says, I’m not going to introduce you to Mary. I’m going to introduce you to the person that I do all my work for her bank through. And within 60 days of that Linked In message I landed the largest account of my professional career and today they spend a quarter of a million dollars a year with my daytime job company. Nile: As you go through that story it reminds me of so many things. One of the things that I talk about and I’m really interested on your thoughts on this as well is Linked In is a tool and it’s a networking tool but it’s just that. It’s a tool. So, when you’ve got good, basic networking skills and networking skills is about give before you get, giving value, not always looking for a return. It’s sort of a natural thing that happens. When you give true value to somebody they look to give back. And so I take that networking philosophy that I have and I’ve shared and I just heard you describe that philosophy perfectly but you used Linked In to implement that strategy. You used the tool of Linked In. Mike: That is correct. And I think you alluded to this earlier. So many people really don’t take the time to develop their Linked In profile and most of the time when I meet someone at a networking event now and they say oh, what do you do? And I tell them I do Linked In consulting, I’m a sales strategist. They look down their feet as if they’re ashamed. As if they’re being addressed by their third grade teacher and the answer’s almost always the same. Well, I have a profile but I don’t really do anything with it and oh, please don’t look at mine because it needs to be updated. And my first thought is well, if you know that why haven’t you done it? Nile: Exactly how long does it take to do that? Mike: In my opinion it takes an hour of hard work to really set up a great profile and then depending on what you do for a living it’s 15 to 20 minutes of maintenance a day. Nile: Well, I’m going to give you my thought and it’s one of the things that I teach. In fact, I teach to really develop your profile and I go through -- there’s currently 13 sections and I talk about going through each of those sections in detail. Spend a week on it but spending a week, you’re probably going to spend anywhere between 15 to maybe 20 minutes a week. Not a day. A week. And then go back over each one of those 13 sections after you’ve went through it the first time which takes you about a quarter so first quarter just build your profile. Second quarter is you start to go back through each section just one section a week which will take you another quarter but that means that you’re touching your profile each and every week and you’re making sure that all of the sections are updated and most sections aren’t going to change that frequently. If at all. But the bottom line is you’ve at least looked at it and you could do that in five to 10, maybe 15 minutes a week. And so you could really have a top of the line profile with very, very little time invested. Mike: Agreed. Nile: Now I suspect that when you’re talking about maybe 15 minutes a day you’re doing the other maintenance things like people send you messages. It might be a good idea to answer those messages. People have connection requests and depending on what your personal policies are and I’d be interested in hearing you’re either going to accept or reject them, whatever. But the flipside is -- and there’s other minor maintenance things you do and then strategically how are you using it for your business. So, I know that I gave you a lot about what I’ve done but I’m interested; and I know you followed all of that too but I’m interested in what you think and what you recommend people to do through those processes as well. Mike: Yeah, you’re hitting a lot of similar ideas that I like to reinforce to people and I apologize. You asked me what my pet peeve earlier was and I think I gave you the wrong one because nothing drives me crazy more than when I send somebody a message on Linked In and then a week later they respond and they say sorry Mike. I don’t check Linked In very often. Again, take 15 minutes a day. You’ve got that little banner right on top of your profile. You’ve got an inbox that shows messages. You have the flag for to dos and then you have invitations. It’s really that simple. Those three things, that’s the 15 minutes I was referring to. You’re right. Those three things should not take you more than 15, 20 minutes a day. Answer the questions that come through, check out the notifications. Who wrote a good blog, who’s got a new job, who’s celebrating an anniversary? Engage on those things and then go through your invitations. And I am not _____30:58 Linked In open networker but I’m not a lock down Linked In user either. What I generally recommend to people is -- because you’re going to get recommendations from people that you don’t know. It always happens. My first thought is is this person a legitimate customer for me? Is this somebody that I could do business with and if so then I accept the connection request and I follow that up with hey, thanks for reaching out? How can I help you today? And I want to get the conversation going and I want to start it just as easy as what can I do to help you. Now, for people that don’t fall into that category -- maybe we don’t have a mutual contact, maybe they’re in Switzerland. The list could be extensive. My first thought is did they customize the Linked In introduction? Did they write something in there because if they wrote something in there there’s a very good chance they’ve described why they wanted to connect with me? Very few people do that. I would say one out of about a 100 invitations I get actually have a personalized introduction. So, I recommend to everybody that that’s what they do when they reach out to people. Particularly if you don’t know them. Linked In doesn’t like you doing that but if you’re going to take that risk, customize it and maximize your opportunity to get connected. When people don’t customize instead of ignoring or accepting I reply to the message and my message is consistent. I say to that person hi Nile. Thank you for reaching out to me. I don’t believe we have met. What are your thoughts on helping one another? I’ll wait three days for your response before I accept your connection request. And then I wait to see what happens because what I found is 90 percent of those people don’t bother to respond to my follow through and I think well, if you can't do that you’re probably not ready to start networking with the big boys. Nile: Yeah, that’s probably true. Well, listen, I know that I want to continue this but we’re going to take a short break. We’ll be right back after this message. Hey, welcome back. You’re listening to the social media business hour with Nile and Jordan and our special guest tonight Mike Shelah and we’re talking about Linked In. you know it’s one of my favorite subjects. And in the last segment we were talking about how people -- or better yet, how you personally respond to the connection requests you get in messages Mike and I liked what you were saying and one of the things that I think we agree on but I want you to continue with where you were but one of the things that we both agree on here is that you don’t want to just use the default messages because why do you just want to be run of the mill? Stand out and it doesn’t take long. In fact, I use a program -- I’m Mac based. It’s called text expander. On PC it’s called Brevity. But literally all it does is -- it’s a short key. I type in three keys and it fills in the message for me and I just fill in the blanks if there are any and it doesn’t take any length of time to sort of put my standard message out. Some people could just save it and cut and paste it but because I do different ones depending on the situation I like having that customization there. But you give a unique response and I liked where you were going in the last segment. So, let me hear more about how you respond to some of those requests that you get. Mike: Sure. The key is customization and even more important delivering some value. If you’re going -- if you’re trying to connect with somebody and they’re a prospective client let them know what was the level of engagement. One of my favorite things about Linked In is that you can research a person before you try to touch them. I went to the University of Maryland, Baltimore County also known as UMBC and in this part of the country UMBC is now very well renowned as a top technology school and if I see on somebody’s profile that they’re an UMBC graduate I’m writing go retrievers because that’s our mascot. Our mascot’s a Labrador retriever. Go retrievers. And because that’s something that’s going to really create that common bond. That’s going to -- it’s going to ground us. And for the sales audience listening today it enhances your prospecting tool. You come up with that target list of 20 accounts that you want to engage and you’re going to reach out to someone what better way than your mutual connections. The people that you know that they know. Looking through their mutual contacts. I got a call back from a client one day because the message I left on his voicemail was hey Bob. Calling you today. We’re both members of the Baltimore County Chamber. I saw that you are friends with George and with Brad. How do you know George and Brad? And he called me back and he said well Mike, how do you know George and Brad? And we got the conversation going. I didn’t say anything about my company or my product or any of that. I started as a person and I started deeply, personally and it just so happened the two names that I mentioned that we had as mutual contacts -- one was a business partner of his that he rents space from and the other one was his childhood best friend. Oh, and I could say that the one man was my former boss that I have a good relationship with and the other one’s my fraternity brother. He was more than happy to set a meeting and have a conversation with me because I wasn’t just another salesperson. I was a person. Nile: And he approached you on a completely different level and I always like to say people buy from people. They don’t buy from companies or businesses. Mike: Amen brother. Nile: And so the fact that you’re reaching out as a person and you’re developing the personal connection just makes all the difference in the world. Great golden nugget there. I’m curious, you’ve been using Linked In for a while. Have you ever used Linked In to find a job? Mike: I have actually and what normally happens is jobs normally find me and what I mean by that is because I’ve optimized my profile, because I’m engaging on a regular basis on there I have people reach out to me all the time saying they’re having trouble finding a job and I say well, I get contacted by one new recruiter on average once a week and they say well, how do you do that? I’m like my profile’s optimized for the industry that I’m in. they naturally find me. and I’ve been happy to say that I’ve been able to just reject most of those job opportunities because they weren’t better than the one I have and the company I’m with right now; I’m with them now because I saw an old friend of mine had gotten a new job there as a sales director so he was above a manager and I just reached out and I again, I had no attention -- I said Rob, congratulations on the new job. I wish you nothing but success. And Rob immediately pinged me back and said Mike I’m desperate for good sales people. Will you come and interview with us. And at the time I was open to hearing about new opportunities. I came in. I met with my now sales manager of three and a half years and I’ve had ridiculous success at that company. And that’s how you find the opportunities. By optimizing your profile and doing that daily engagement. I wasn’t looking for a job when I reached out to Rob to congratulate them. I genuinely wanted to say hey, best of luck with your new job. Nile: Again, it’s on a person basis. Not a company basis. Makes all the difference in the world. We’ve talked about some strategies and I’m curious and obviously want to relate this to Linked In but what do you think has made you successful with Linked In from a personal level? Mike: I think it starts with the personal component. I certainly do. When I think about my big wins, like my big successes that I’ve had as a salesperson almost every single one of them has started with a personal referral that I’d leveraged through Linked In to get the opportunity to speak to that client. Almost every single one. I have some close relationship to someone who knew to get me in the door and they got me in the right door and that person had to be ignoring me before and the plates just shifted into place. I had this one company, huge law firm in Baltimore and I had been calling on them and calling on them and calling on them and they never returned my phone calls. And a friend of mine went to work for that firm and I said Joe would you mind introducing me to Brent. I’ve been trying to get a hold of him. He has not been returning my calls. Joe sends one email to Brent introducing me. Brent gets -- sends me a follow up email and says I would be happy to work with you -- meet with you Mike but I don’t think there’s much you’re going to be able to help us with right now. That was the second largest sale of my professional career. It again happened in less than 60 days and I actually got the customer so excited about what I was offering that they broke their contract with their current vendor to come and work with my company. Nile: Wow. That’s actually saying something. Mike: And it really was leveraging that other relationship. He had no desire to talk to me but because I knew someone that he respected he said all right. I’ll hear what you have to say. Nile: Excellent strategy there and thanks for giving us insights into your success as well. One of the other things that I’d like to ask is that I know that you teach people, you have a strategy to average a new connection every day to get the right introductions. So, it’s not just the connection but it’s the connection to get the right introductions. How do you do that? Mike: It’s the value of the second degree connection. That’s what I try to impart on people. I connect with my clients all the time but I -- I say I connect with everyone. I connect with everyone that I meet. Great example, I was at a business expo last week in Baltimore and it’s a big semiannual event. They do one in the fall, they do one in the spring. There’s usually 60 vendors and about 500 people and typically when I go to an event like that I’m going to see 20 or 30 people I already know and I’m going to meet 15 to 20 people that I don’t know. And with each one of those people I follow up right after the event. Nile, great meeting you at the Bizz Expo this week. I hope we have the opportunity to work together very soon. And that’s all the introduction is. I’ll tell you, I have a coworker right now who is doing some great volunteer work with a nonprofit here in Baltimore and that nonprofit has got this big event coming up in June and they’re looking for ways to market and promote the event and so my coworker said well, you’ve got to talk to my friend Mike because he does all this stuff with Linked In and you’re just going to love him. And I have a phone call with my liaison there. Her name is Karin. And it turns out that Karin’s not connected to my friend on Linked In. now, I know that they know each other but neither one of them has taken that step and my first thought was why aren’t you taking that step? Because I found out that another friend of mine in the marketing company is also doing a project for them and in fact I’m helping her behind the scenes to prepare for that presentation. And I said to her why aren’t you connected to Karin? If you’re working with her why haven’t you taken that step? Why wouldn’t you? Because once you’ve done a good job, once you’ve delivered on what they’ve asked for I’m going to ask for a recommendation because I want that on my profile. I want people to see that I have customers that are happy, that love me and that I’ve done great work for. Nile: That makes absolute sense there and again, I think there’s a number of golden nuggets there. As we’re going through this and I’m listening to what you’re talking about there and the way that you’re talking about connecting people -- again, I’m back to old fashioned networking and it’s sometimes good to connect the virtual world to the real world and when we’ve got these real world connections it does amaze me as well how many people aren’t sharing those connections that they have. Not only -- I look at Linked In I guess and I’m going to take a sort of different angle here. I look at Linked In as my best resource for my online rolodex and if -- now, we’re talking rolodex so we’re dating ourselves a bit because most people today have no clue what that is if they’re new to the business world but it was basically on the corner of your desk and you kept notes on there about anniversaries and spouses and children and events and whatever it may be you kept on that little card. I like to keep all of those notes on those little cards in my Linked In section but -- Mike: Absolutely. Nile: But if I’m not connected to those folks I can't do that. And so I like the recommendation you just made. Why aren’t you and why wouldn’t you? Because I think sometimes we could help the folks that are in our community deal with the value that sometimes they overlook or quite frankly they don’t value. And I want to get into some other strategies as well as talking to about how people could find you and all of that but we’re going to do that in the next segment. So, we’re going to take just a short break and we’ll be right back after this message. Hey, welcome back to the social media business hour. We’re here talking to Mike Shelah and we’re talking about Linked In and Mike I personally think we’re into some advanced strategies but before we get into some -- Mike: Love it. Nile: Some of the other questions and all of that good stuff, one of the things that really strikes me in the face and I think of this the same way. I think anybody listening to this is going to say there’s nothing real detailed or real fancy. I could do all of this. Sounds pretty simple. And I would agree that they could. But they don’t do it. like you said, the most common thing that I hear people say is yeah, I’ve got a Linked In profile but I really haven’t touched it. It’s out of date. Don’t look at it. And we’re talking about some tremendous power they could get and it’s pretty simple if you just do a few simple things. Would you agree? Mike: I completely agree, yeah. And that’s why I use the word evangelize, I use the word catalyst because that really is my goal. I want to turn on as many people as I can to this platform. And not just make them aware because as you’ve stated plenty of people are aware of Linked In. they’re not aware of what it could do for them. And by me getting their awareness cranked up to 11 it’s just going to benefit me. I mean, ultimately it’s very selfish. The more people use Linked In, the better off I am. Nile: Well, and the more people you help you become valuable to those folks. They’re more interested in helping you at that point in time. Mike: Very true. Nile: So, do you have any tips on how you use Linked In to manage and develop and nurture contacts along the way? Now, I know you’ve shared a few things but I’m interested if you’ve got any more details there, any more nuggets? Mike: Yeah, I -- my favorite thing is the engagement piece and you may have seen -- you may have talked about this on previous podcasts but Linked In now has that social selling index tab. You can click on it and it will highlight your profile and put it into four buckets and show you where you need to do a better job and it gives you a ranked score of one out of 100. And the one thing that I think most people don’t really take advantage of is the engagement. You have an opportunity to post an update like you do on Facebook although we’re not talking about what you had for breakfast or your kid’s rehearsal or anything like that. We’re talking about things that matter to business. Do an update and invite conversation. A more detailed update, Linked In Pulse -- once a week put your thought together or for people that don’t like to write what I recommend is they take their daily updates from Monday through Friday and they lump those into a pulse blog post on Saturday. So, take the five articles or relevant stories that you connected throughout the week and just do a two, three sentence paragraph on each one and make that your pulse bog post for the week to increase engagement. And not only to increase engagement but to position yourself as a thought leader and an industry expert. That’s really what those two tools do for you. And then you can further leverage that blog post by engaging it in groups. Linked In now let’s you join up to 100 groups and those groups can be everything from your favorite football team to your college alumni to something based in your community. It can be faith based. It can -- the spectrum for groups that you can join is almost infinite. Get yourself north of 50 groups and then once you’ve written that blog post on Saturday the following Monday share it in five groups and it’s as simple as I wrote this blog post about -- what are some of the things you’ve done in this situation that have benefited you? And get the conversation going. And now you’re being positioned as a thought leader. You’re increasing your audience. You’re increasing engagement and that’s really how you get yourself to adding one new connection a day. By going through those steps. You start with the daily posts. You summarize them in a weekly pule blog and then you push them out to your groups to further engage your audience. Nile: Well, groups have changed dramatically just in the last six months on Linked In that for people that think they know about groups and maybe some of the things that they used to do that don’t work anymore -- it’s worthwhile taking a new look at groups and we don’t have that much time. We can't get into that much detail there but I agree with the group power. It’s just people leveraging that power. And developing that power. Having that said, what you just talked about was an excellent social media strategy and when you do those shares -- we haven’t talked about this but a lot of people don’t know this. I know you do. You’ve got this nice little box down in the bottom right hand corner of your post where you could share on Twitter. Mike: Oh, yes. One of my favorites. Nile: And most of those posts that you’re doing make sense to be shared on Twitter as well. People will engage with you on the platforms that are their platforms. It’s where they work and play. That may or may not be Linked In. may not include Linked In. so, if you’re doing something there why not leverage the power and be able to put it out to Twitter at the same time and if you happen to think about how you’re doing those things it works perfectly when you could do that and just check that little tiny box. Mike: Yeah, very -- and you make a good point that it doesn’t have to be automatic. When Linked In first rolled out Twitter there was a feature that you could select to make it automatic and I learned very quickly that was a bad idea because I was getting these random post updates on my Linked In profile for when I would tweet something. So, I quickly learned to make it a toggle that when I post something on linked it then pushes it over to Twitter and not the other way around. Nile: Yeah, absolutely. Because a lot of things that you put on Twitter may not work very well on Linked In. virtually everything you do on Linked In would work on Twitter so use it accordingly. Mike: Flip the phone. Absolutely. Nile: But I love the way that you talked about doing that because that same strategy works with a lot of the different social media platforms and engage with people where they are. They may or may not be on Linked In as I mentioned but certainly the fact that you could pick up one or two over the course of a year -- new contacts that are valuable contacts just by sharing out the same information may not sound like much but if you look at it 10 years later and it was only two per year that’s 20 good, solid contacts. That could make a business all by itself. Sometimes we -- Mike: That -- believed in -- yeah. They’ve believed in what you said and it resonated with them and they wanted to get engaged. Nile: Exactly. Sometimes we think about the big numbers and I’d rather have 10 followers that are actively engaged than a thousand that aren’t. And it’s just so important to make sure that we don’t get caught up in big numbers. We get caught up in good numbers. Mike: Quality. Nile: Quality over quantity so great stuff. Mike: Nothing wrong with quantity but quality and quantity, much nicer combination. Nile: A much nicer combination and sometimes you have to have quantity just to sort of validate that you’re in the game and you probably have some strategies related to that but we’re running close to being out of time. We’ve got about three or four minutes left and before we run out of time I want to ask about what you do with your clients and to the extent that we’ve got people that are interested in learning more and talking to you, how would they do that? So, let’s talk first about what you do for your clients. Mike: Sure. Three phases to that really. First is anybody that goes to my website can get a free three page report where I review their profile and I believe you said you have 13 points. I have 12 points and then my five tips and tricks. So, we’re basically talking about the same things. And I go through there, I make my recommendations based on what I see. Then the next phase is they’ve gone through that report, they’ve done the things I’ve suggested but they’re looking for more the strategic -- they have a specific goal that they want to attack; I’ll do one on one coaching. The nonprofit that I mentioned. I’m going to be doing that for them. I’m going to be working with them starting in December through June on a biweekly basis to promote this event that they have. It’s one of their biggest fundraisers of the year. That’s what I’m going to be doing with them. And then the last one is I do a 10 week program that is sale centric for the business owner that has a sales force of five or more people. I do a snapshot before this program begins where I do an overview of each participant and I present that to management. And then through the 10 week course we’re going through 30 minutes of Linked In and then 30 minutes of sales strategy. Once a week. At the end of the 10 weeks I do another snapshot for management and it generally falls into four categories. You’ve got your DIY people at the top mister manager. They’re doing great. They don’t need any more help. You’ve got your people that are picking it up. They probably could use some more help. You’ve got these people bellow. They really need a lot of help. And then you’ve got that unfortunate group at the bottom that I can hit them over the head with a hammer and they won't know that it hurts. Nile: Well, I just re-categorized your list there. I like it. The DIY, great. They’re ready to fly. Need some help. Needs a lot of help and helpless. Mike: It can't be helped. Yes. Nile: So, yeah. Beyond any help. So, that’s absolutely awesome. So, if people are interested in learning more, give us that information again. Mike: Certainly. I’m on Linked In. you can find me at www.mikeshelah.com. M-I-K-E-S-H-E-L-A-H. Nile: I was going to say make sure we spell Shelah because you know people will be getting that wrong. Mike: Yes, it is not like the girl’s name. Just pronounced that way. And I’m also on Twitter @mikeshelah. I have a Facebook page, Mike Shelah Consulting and I have an Instagram @mikeshelah. Nile: You just mentioned Instagram there. That’s powerful stuff but most people seem to ignore that. Mike: Great for pictures. Nile: Well, great. Great for a lot of things actually. We might talk about that in the future. Well, listen, we’re basically out of time. I want to thank you so much for joining us and us just having this great Linked In discussion. I always like it when I can have other Linked In -- I know you don’t like the term expert. You say you’re not but I like when other Linked In experts are out there and experts are the people that are sort of at the top of it, of the Linked In platform as you are that are really helping pull other people up to the top because it is a great platform. Most people just aren’t using it. So, Mike, thanks so much for joining us. Mike: Nile, this has been a blast. Thank you for your time. Nile: I appreciate it. And to our listeners, I want to thank you for joining us on the social media business hour. Hopefully you learned at least a few new ideas or concepts. Maybe you were just reminded of a few things that you already know but you haven’t been doing to improve or grow your life or business. Our desire is that you take just one of the things that you learned or were reminded of today and you apply it to your business or your life this week. I know that a small change will make a big difference and I’m committed to bringing you at least one new idea each week that you could implement. So, identify just one small change that you could make to your business or your life this week and see what a big difference it will make for you. So, until next week, this is Nile Nickel. Now, go make it happen. Woman: Thanks for listening. Social media business hour is sponsored by linkedinfocus.com. Be sure to get the latest social media business tips and tricks plus free tips on how you can use Linked In to help your business today. Visit socialmediabusinesshour.com. [/content_toggle] Facebook: https://www.facebook.com/mikeshelahconsulting Twitter: @mikeshelah Website: www.mikeshelah.com
Mon, 4 January 2016
Sales doesn’t have to be hard. It can be easy, but only if you know the secrets of building profitable relationships.
Join us for this incredible interview and discover the time-tested strategies and tactics for how to handle people in a way that excites them and leaves them asking for more.
Bob Burg is a sought-after speaker at company leadership and sales conferences sharing the platform with everyone from today’s business leaders and broadcast personalities to even a former U.S. President. Bob is the author of a number of books on sales, marketing and influence, with total book sales of well over a million copies. His book, The Go-Giver, coauthored with John David Mann has sold over half a million copies and it has been translated into 21 languages. It is now being released in a new, expanded edition, with a foreword by Huffington Post founder and publisher, Arianna Huffington. Bob is an advocate, supporter and defender of the Free Enterprise system, believing that the amount of money one makes is directly proportional to how many people they serve. He is also an unapologetic animal fanatic, and serves on the Board of Trustees of Furry Friends Adoption & Clinic in his town of Jupiter, Florida.
How To Say No When You Just Don’t Want To Do Something?
Do you want to always please others? Are you afraid of hurting other people’s feelings? Are you afraid to say “NO”? What is it really about saying no that we try to avoid? As human beings, we always seem to have that instinct to please others. We often think that by saying “No” we are going to offend some one…and that it’s not appropriate or nice. It is not congruent in today’s society and our value system, to treat people with disrespect. We’re afraid of losing an important person in our life or even miss out on an opportunity. We don’t want to say “No” because others might think that we’re being unproductive. Believe it or not, we are taught to say No, and the word “No” is already a complete sentence. We are more happy and productive when we do the things that we want to do and not the things we are compelled to do.
Bob Burg shares with us the secrets of being polite in this extremely valuable interview. For instance, if you don’t want to do something for whatever reason, maybe it’s due to lack of time, lack of knowledge or inclination, then just say “no” politely and thank whoever it is for asking. The reasons for saying no are your reasons and yours alone.
The Results Of Saying No Politely
You can say “No” and still feel good after saying it. Better yet, you can also leave the person you’re talking to with a good feeling, too – even though you’re declining their offer or request. If you don’t want to do something, you can just simply say no politely. Make sure to thank them for asking you and say how honored and humbled you are by being asked. Unless the person you’re talking to is the kind of person who gets angry for any reason, they probably can’t afford to get mad at you. If you do it right, they might even thank you for the way you turned them down.
The 5 Undisputable Laws Of Business Success
When you place other people’s interest first, it doesn’t mean that you will become a doormat, martyr or that you even have to sacrifice yourself for them…but it is seeing all things as equal. It is moving from an “I Focus” to “An Other’s Focus”. “Golden rule of business is to see all things and people as being equal, it is moving from an “I Focus” to “An Other’s Focus” Bob Burg “Be the Protégé, making your win all about the other person’s win” Bob Burg
Building A Bigger, Stronger More Responsive List Of Subscribers Is The Fastest And Easiest Way To Add More Profits To Your Bottom Line.
When you show up as yourself, day in and day out, week after week, month after month, you can expect that people will feel good about you. They will feel comfortable with you because they know, either in a personal or business relationship, they can like and trust you.
“The key to effective giving is to be open to receiving” -Bob Burg
Being A Go-Giver
A Go-Giver type of person, gives value constantly and not just gives themselves away. In fact, Go-Givers tend to make a much larger profit that others because they sell high value rather than low price. They know that when you sell “Low price”, you become a commodity. When you sell on value, you become a resource. “A Go-Giver knows that when you sell “Low price”, you become a commodity but when you “Sell value”, you become a resource”
Increase Your Income by Building Relationships with Influencers, VIPs, and Top Performers, Even If You Hate Networking
4 Master Level Lessons To live by
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Bob: Hi, I’m Bob Burg, coauthor of the Go-Giver and tonight we’ll look at how a small shift in focus can have significant results for your business. Woman: Are you in business or thinking about starting a new business and could do with a bit of help and guidance when it comes to social media? Then you’re in the right place. Social media can seem daunting and even frustrating but it doesn’t have to be. That is why we offer insights and experience from social media experts from around the world. Discover tips, tricks and information that will help you leverage the power of social media so you can start growing your business today. Welcome to social media business hour with your host Nile Nickel. Jordan: Hello and thank you again for joining us. This is Nile’s trusty sidekick and cohost Jordan and I’d like to take a moment to share with you how you could benefit from Nile’s incredible experience using social media for real business success. If you’re an entrepreneur or thinking about starting your own business then using social media might be the most cost effective and time effective way to get your business real results. That’s not to mention much of what you could do to get those terrific results on social media is even free. Take Linked In for example. Nile always says it’s the best social media platform for business today. And that’s why I recommend you go to linkedinfocus.com and start your social media education today. Sign up for Nile’s free tips, tricks and strategies. Once again, it’s free and it only takes a few seconds. Go to linkedinfocus.com today. You’ll be glad you did. Nile: Hey, welcome back and we are so excited tonight. We have a return guest Bob Burg. He was with us in episode 33. Jordan: Yes, the infamous episode 33. Nile: The infamous. As a matter of fact, we get more questions about that episode than any other episode. Jordan: That’s right. And accusation. Nile: Because everybody thinks we baited them. Jordan: That’s right. That’s right. Nile: We didn’t do that, didn’t we Bob? Bob: No, not at all. Nile: Yeah, we just haven’t got back together to sort of complete that interview but just to give everybody a little bit of recall Bob is really a very sought after speaker at company leadership and sales conferences sharing the platform with everyone from today’s business leaders, broadcast personalities even to a former US president. He’s the author of a number of books on sales, marketing and influence with the total book sales of well over a million copies. His book the Go-Giver coauthored with John David Mann has sold over a half million copies and has been translated into 21 languages. It’s now being released in a new expanded edition with a foreword by Huffington Post founder and publisher Arianna Huffington. Bob is an advocate, supported and defender of the free enterprise system believing that the amount of money one makes is directly proportional to how many people they serve. He’s also an unapologetic animal fanatic and serves on the board of trustees of Furry Friends, Adoption and Clinic in his home town of Jupiter, Florida. We make fun of Florida a lot Jordan but we’re there and so -- Jordan: Well, that gives us license. Nile: That gives us license I guess. So, Bob welcome back. Bob: Well, thanks. Great being back with you guys. Nile: It is awesome to have you back. It’s always a pleasure. You just always have so many great insights and really valuable information but we’re going to go back to the end of episode 33 now and we were talking about how people don’t have time and some of the answers that they give and you were giving an answer and last time technology wasn’t our friend and it cut off in the middle of the answer and people think that we did that intentionally. So, let me take you back to that and let’s just sort of replay that a bit. So, if you don’t have time and you really want to give an honest answer. You were starting to give some recommendations so let’s jump back into that and then we’ll jump into today’s interview. Bob: Sure. Well, it was really about how to say no when you just don’t want to do something. Whether you have time or not it may not be the question. It’s typically we have time to do those things we want to do or feel drawn to do. we never have time to do something we don’t really want to do so it really comes down to is it something you want to do or not and unless there is a compelling reason for you to do it in your mind’s eye then if you really don’t want to then you shouldn’t. Now, the problem is with telling people no, I don’t want to do it. Why? Because as human beings we want to please others. We want to come through for people assuming it’s not a -- assuming that it’s something that’s worthy or something that’s not inappropriate but let’s say for example and I think we used the example of being asked to serve on a committee. Nile: Exactly. Bob: And it’s -- yeah. And it’s something you don’t want to do for whatever reason. You may not feel like you have the time or the knowledge or the inclination, whatever. That’s your business. One way people are taught to kind of say no is to well, just say no. no is a complete sentence and so forth. And people fell often empowered when they hear that but very rarely is someone going to do that. Is someone going to say no, I don’t want to? Because it’s not nice, it’s not congruent with your value system of treating people with respect and you’re probably going to lose a friend or a potential friend or other opportunities when you do it that way so it’s really -- saying no that way isn’t necessarily appropriate and it’s not particularly productive. So, the other way people do it is to say they don’t have time. Oh, I’d really like to but I’m sorry. I just don’t have time. Well, again, the challenge with doing that is you do have the time if you want to do it. You probably don’t want to do it which again is fine. That’s okay. But the challenge with saying I don’t have time is that the other person comes across this all the time and they know how to answer that objection if you will. And when they do so compellingly then you’re in a position where you either have to admit that really I just don’t want to and so you’re kind of saying I lied which doesn’t make them feel good about you and you don’t feel good about yourself or in order to save face you need to take on the assignment or accept the -- their request which you really don’t want to do and then that’s a losing situation for you. So, rather than doing either of those we can say no in way that respects the other person and honors the other person while also respecting our boundaries. And so the way I would suggest is this and that’s very simple. When -- and again, let’s say you’re being asked to serve on a committee you don’t want to serve on. You simply say to the person thank you so much for asking. While it’s not something I’d like to do please know how honored I am to be asked. And that’s it. Okay. And what you’ve done is you’ve answered the question in a way that’s not only polite. It’s very respectful. You’ve honored this other person. You’ve thanked them for asking. You’ve let them know it’s not something you’d like to do or something you choose to do but that you’re honored to have been asked. And unless this person is really someone who is going to be mad at someone for whatever reason they can't be mad at you. In fact, they’re going to feel good about you and they’re going to -- they may even thank you for the way you turned them down. I’ve had that happen to me and others have said the same. So, again, it’s simply thank you so much for asking. While it’s not something I’d like to do please know how honored I am to be asked. Nile: And now we’ve got that great answer to close out episode 33 so adversity to allies. Go back to episode 33 and listen to that. It’s really great stuff. Bob: Thank you. Nile: But tonight you’re touching my heart a bit here. I don’t know how long ago it was that I actually started listening to the Go-Giver on Audible and I enjoyed it so much I actually then got the book sort of backwards of what a lot of people do. But you and John David Mann published that back in 2007. That’s for all practical purposes nine years ago. What has motivated you to take that book which is a great book? If people haven’t read it we’re going to have a link up on the website and of course the expanded edition as well of course. But for the people that haven’t read that what was really the inspiration for that? Bob: Well, years ago, many years ago I had a book out called Endless referrals, network your everyday contacts into sales which was really for people in sales who didn’t necessarily feel comfortable with the selling process or with meeting people and developing the relationships that it took to really have a steady stream of qualified prospects and referrals and the premise of the book was that all things being equal people will do business with and refer business to those people they know, like and trust. The way you develop these relationships is to really take the focus off of yourself. Move from what we call an eye focus or me focus and move to an other focus always looking for ways to add value to their lives. You could even say placing their interests first. And so I through the years -- and it was a how to book and through the years I’ve read a lot of business parables, short books that had an impactful message and were entertaining and fun to read. Books such as Ken _____23:30 Spencer Johnson’s One minute series, the One minute manager, the One minute sales person, the One minute apology. Spencer Johnson had -- and Ken _____23:41 had a number of other books through the years and there were many other people who wrote parables and I always enjoyed them. I thought what a great way to learn an important message. Nile: Sure. Bob: And to do it in a short period of time. And I thought wouldn’t it be neat if we could take the general underlying message, the premise if you will from endless referrals and put it into a parable. And so I had the basic idea in the title the Go-Giver but that was pretty much it. and so I asked John David Mann who was the editor and chief of a magazine I was writing for at the time or I had written for in the past and I knew John to have an amazing reputation as a writer and at that time -- now John is in demand everywhere. At that time only people within a certain niche market really knew of his genius and I knew that I wanted him to be the lead writer and major storyteller of the book because I knew I couldn’t do it justice myself. I’m a how to author. I’m not really a parable writer. And so John and I got together and collaborated on it and thanks to his expert writing the book really turned out to have an emotional appeal with people and it’s something that we both believe very strongly in the message and we continue to promote it and it’s been sort of like the ever ready the energizer bunny, whatever it was. That just keeps on going and we’re very grateful for that. Nile: Well, and it is such a beautiful story. It’s easy to get into the story and you’re weaving just invaluable business messages and life lessons into the story. In fact, one of the things that I like as you get into the story, you had a gentleman that just really wasn’t happy with his life. We’re not talking about business. We’re just talking about his life. And with the changes that he learned over time not only did his life change but his business changed dramatically as well. It’s really just a fantastic parable as you said. Bob: Oh, thank you. Nile: And I love the -- and it’s a short read. I think it’s 127 pages and those are small pages. And you end up with the five laws of stratospheric success. That was hard to say. Bob: It is hard to say. Nile: But just valuable lessons. One of the things you do is you talk about the entrepreneurial spirit. But what about those people who aren’t entrepreneurs? Does that message in the Go-Giver still apply to them? Bob: It really does because even if someone is not an entrepreneur in terms of starting their own business they still need to think entrepreneurially even when they are simply an employee within a small or major corporation because remember, in this case you still have your own business and that business is you and you’re selling your time, you’re selling your knowledge, your wisdom, you’re selling your services, you are selling your value to your employer and the only reason that they are going to have you in their company is because they feel they’re receiving more in use value from you than what they’re paying and that only makes sense. Otherwise why would they shell out money, right, to have you working in their organization? By the same token it works the other way too. The employer can add great value to their employees over and above their -- the paycheck by creating an environment where people feel valued, where they look forward to coming to work, where they feel as though they’re making a difference, where they’re learning things that can help them progress in their life after that particular job, what have you. So, it’s really a two way street. Everyone can be entrepreneurial in terms of looking for ways to focus on the other person, on adding value to others and that’s why that shift in focus makes all the difference in the world. When you’re an employee who’s focused truly on providing exceptional value to your employer when the layoffs come you’re still going to have your job. Nile: It’s so, so right and so valuable. Well, we’re going to talk about the five laws and all of that right after we take this short break. Jordan: All right. It’s time for another social media marketing moment. Nile, do me a favor. Talk to me about headshots in Linked In. yeah, I hear you talking to people about that all the time. Nile: Well, one thing that’s so funny is so many people don’t take that headshot seriously. They’ve got their arm around somebody that’s not in the picture or they’re deep in the background you could barely see who they are. Want to know an interesting fact? People that look at your Linked In profile spend 80 percent of their time looking at your profile, looking at your headshot. Why is that? It’s because people like to look into your eye. They feel if they look into your eye that they could see what you’re about. They get an understanding of who you are and that’s important before they move anywhere else. Jordan: Another great pearl of wisdom. Thanks Nile. For more just like that join us at linkedinfocus.com, sign up. You’ll be glad you did. Nile: Hey, welcome back to the social media business hour where we’re talking with Bob Burg, the author of the Go-Giver and there’s a new expanded edition that Bob’s just put out. We talked a little bit about that in the first segment but one of the things that we talked about is the five laws and can you maybe give us a quick review of the five laws that you and John share in the book? Bob: Sure. The five laws themselves are the laws of value, compensation, influence, authenticity and receptivity. The law of value says your true worth is determined by how much more you give in value than you take in payment. Now, this sounds like a recipe for bankruptcy when you first hear it but it’s not because we need to simply understand the difference between price and value. Price is a dollar figure, a dollar amount. It’s finite. It is what it is. Value on the other hand is the relative worth or desirability of a thing of something to the end user or the holder. In other words what is it about this thing, this product, service, concept, idea that brings so much worth or value to it that someone will willingly exchange their money for it or their time or their energy, what have you, in order to obtain this value and feel great about it while you make a very healthy profit? And this can be anything from someone selling accounting services to someone owning a pizza restaurant. When someone buys a pizza for 15 dollars and the pizza is absolutely delicious; they’re really hungry so that pizza has even more value to them; they’re eating it with their family and they have a great family experience; your pizza restaurant -- everyone there makes them feel just fantastic for being there, valued and appreciated and you do this consistently with excellence. You’ve give this person well over 15 dollars in value. Okay, so they feel fantastic about it. They receive much more in value than what they paid but because the pizza and your employees and everything else probably cost you about three dollars per pizza you also made a very, very healthy profit. So, both parties come out ahead and that’s why understanding the difference between price and value is so very important but it all starts with that focus on providing value to that other person which is why John and I both say that money is simply an echo of value. It’s the funder if you will to values lightning which means the value must come first and the money is simply a very natural and direct result of the value you’ve provided. That’s the law of value. The law of compensation says your income is determined by how many people you serve and how well you serve them. So, where law number one says to give more in value than you take in payment law number two tells us that the more people whose lives you touch with the exceptional value you provide, the more money with which you’ll be rewarded. The pizza restaurant owner -- I’m not sure how we got into that but that’s how -- who we used it for so let’s continue with that. Nile: Sure. Bob: The pizza restaurant owner, it’s not enough just to provide value to one person. They have a lot of guests in every single night and so the income is determined not just by the value they provide but how many lives they impact with that value. So, law number one represents your potential income. Law number two, the number of lives you impact with that value. That equals your actual income. Now, law number three is the law of influence. This says your influence is determined by how abundantly you place other people’s interests first. Again, this sounds counter intuitive but it’s really -- it makes a lot of sense because when you think about it the greatest leaders, the top influencers, the most profitable sales people, this is how they run their lives and conduct their businesses. They’re always looking for ways to place the interest of others first. Now, when we say this and let me qualify this. When we say place other people’s interests first we certainly don’t mean you should be anyone’s doormat or a martyr or self-sacrificial in any way. Not at all. It’s just that as we mentioned earlier in the show, the golden rule of business is that all things being equal people will do business with and refer business to those people they know, like and trust and there’s no faster, more powerful or more effective way to elicit those feelings toward you from others than by -- again, moving from an I focus to an other focus as Sam, one of the mentors in the story told Joe, the protégé, making your win about the other person’s win. And then you have number four. Law number four is the law of authenticity which says the most valuable gift you have to offer is yourself. One of the mentors, Debra Davenport explained that all the skills in the world, the sales skills, technical skills, people skills, as important as they are and they all are very, very important, they’re all for naught if you don’t come at it from your true authentic core. When you do however, when you show up as yourself day after day, week after week, months after month, people feel good about you, they feel comfortable with you, they know, like and trust you. They want to be in a relationship with you. They want to do business with you and refer you to others. And law number five, the law of receptivity says the key to effective giving is to stay open to receiving. All the giving in the world is all for naught if you’re not willing and able to allow yourself to receive as well. In the story we use the example of breathing out and breathing in. it’s not just the matter of doing one or the other. In order to sustain life you’ve got to breathe out and breathe in. we breathe out, we breathe in, we give, we receive. Giving and receiving, contrary to popular belief and popular culture; giving and receiving are -- they’re not opposite concepts. They’re simply to sides of the very same coin and they work best in tandem. Nile: As you go through your description there; sort of distancing myself from the story because I can do this now this sounds very spiritual. In fact, I feel almost like I’m being churched. But one of the things that I noticed in the book was the way that you weave it into the story and into the lives in the story. As I said earlier on it really becomes more than a business story. I mean, it sounds like we’re talking about business here because we’re relating it to business but it was really all about life in general and business just became a natural part of it. Is that a fair assessment? Bob: Yeah, I think that life and business -- all the aspects, all the areas of life are intertwined. People talk about balance, work and life balance or work life and personal life. I’m not sure balance -- and I’m certainly not the first one to say this but I’m not sure balance is the right word as much as harmony is maybe more -- Nile: I like that. Bob: Yeah. Again, I didn’t make that up. That’s something I’ve heard. I’m not that smart. I don’t have a whole lot of original thoughts. John does. I don’t. Nile: Well, I know that you listen well and you collect those thoughts and you repeat them well so there’s value that you’re giving there so I appreciate it. Bob: Thank you. And so I’ve never believed in that story about the person who could be one way at work and another way at home. I’m all nasty, so and so at work but oh, when I get home I’m kind and I’m gentle and -- people pretty much are what they are. I remember reading a great book by _____37:07 called secrets of the millionaire mind and the theme that went through his book -- I just love this -- was that how you do anything is how you do everything. Nile: Exactly. Bob: And I think that’s basically true and I think because of that universal laws and principles, work across the board, _____37:25 anything that works in life is pretty much going to work right across the way in business and vice versa. Nile: Absolutely. Well, again, knowing how you received the messages that are sent to you there -- I’m curious and we’ve got about three minutes or so before the break. If there’s a piece, one piece of advice that maybe you received before you knew anything about what being a Go-Giver entailed that really was a difference maker for you. Bob: When I was just starting to get my legs in sales, just starting to produce a little bit, I remember coming back to the office after what I will call a non-selling appointment. In other words, the sale did not happen and -- Nile: So, that’s what we call those now? Non selling appointments? Bob: Right. Nile: I like that. Bob: That’s like misremembering something, right? And I remember one of the older -- I guess he was a guy who was about to retire and he kind of took me aside. I think he saw me as sort of like Joe in the story and saw me as a guy with good potential but who really needed to adjust his focus and he said to me something like Burg if you want to make a lot of money in business, if you want to make a lot of money in sales, do not have making money as your target. Your target is serving others. Now, when you hit the target, he continued, you’ll receive a reward and that reward will be money and you can do with that money whatever you want but never forget that the money is only the reward for hitting the target. It’s not the target itself. The target is serving others. And I just was hit right in the heart by that advice and for me it was really a difference maker. What it told me is that selling is not about me. It’s always about the customer. And I personally define selling as -- simply as discovering what somebody wants, needs or desires and helping them to get it. And I think in all sorts of instances -- I think great leadership is never about the leader. Great influence is never about the influencer and great salesmanship is never about the sales person. It’s always about the other person. It’s about everyone whose lives you choose to touch. It’s about everyone whose lives you choose to add value to. Nile: Well, I know we don’t have a great deal of time in the segment but what you just said really resonated with me because I’ve been in sales for quite a number of years as well and I’ve always considered myself a consultive seller meaning that I really want to listen and I want to consult with the clients and if there’s something that I have to offer them that offers them value then certainly I’d like to have them consider that but my big question is do you really need what I’m selling. There may be a better solution for you. And I remember going through that a number of times in the past and sometimes my recommendation was you don’t need my product. You may want it and somewhere down the line I hope that you use my product but this is what you need today. And I remember with some associates some time they’d say what are you doing? And I’m saying don’t worry. That always comes back. They either find somebody that needs exactly what I have and they refer me to them because I wasn’t trying to sell them. I was trying to help them. I was trying to give them value and what you said really just struck me so I think there’s just such a powerful message there and sometimes we miss it and I know that that’s the part of the message of the Go-giver as well. There’s so much more to talk about. We’ve got one more segment to share but what we’re going to do is we’re going to take a short break, do a couple of the commercials that pay for things and we’ll be right back after this short break. Jordan: All right Nile. I think it’s time for another social media marketing moment. Do me a favor. Talk to me about key words in Linked In. Nile: Linked In is a very high authority site. In fact, most people say it’s the fourth highest site for authority that you could go to. Well, you’ve got your own personal web page on that and as everybody knows in web page strategies you want key words so that when people search those key words anywhere on the internet you’re found. Linked In, because of its high authority transfers all of that authority to you so if you take your profile, you key work optimize it, making sure you use key words that users are using to search for you. Not the ones you like. You’re going to get tremendous results. Jordan: Thanks Nile. For more tips just like that join us at linkedinfocus.com, sign up for more tips and tricks. You’ll be glad you did. Nile: Welcome back. And as you know I’m so excited that we have Bob Burg here, the coauthor of the Go-Giver and Bob, I’ve been waiting for this interview for so long because the book has meant so much to me and I know that you’ve got an expanded edition. Before we get too far into our last segment, what was the motivation about that expanded edition and what’s the expansion, what’s the impact? Bob: Sure. Once the book hit the 500000 mark in sales the publisher asked John and me if there was something that we wanted to do in order to celebrate that and to -- if there was any additional value we could put into the book and so forth and we thought about it and obviously with the story being a parable you can't change that. But we could add something at the end of the book that we felt would be of significant value to our readers. We had always heard and well, we had discovered that people were -- we knew businesses were using the book in their sales meetings, their leadership meetings and so forth and discussing certain ideas from the book. We certainly knew schools were doing this from colleges to high schools to -- and churches and other religious institutions. Book clubs were using it and discussing it so we thought well, why don’t we give them a discussion guide. So, at the end of the book we have a discussion guide at the back where they can utilize those discussion points in order to lead study on the book. We also have been asked so many questions throughout the years. Good questions. Just a lot of times the same questions that we figured if one person or if many people are asking probably a whole lot of people who read the book ask and so we put a question and answer section in there as well. We also have a new foreword by -- well, it’s not a new foreword. It’s the only foreword by Arianna Huffington who’s the great entrepreneur and very nice person and the founder and publisher of the Huffington Post so all in all it -- we feel very happy, very excited about this expanded edition. Nile: I can't wait to get my hands on it. And when is that available by the way? Is it on shelves now? Bob: Yeah, yeah. It’s out. Nile: Oh, well, I’m slipping. That’s something I got to get the latest, greatest copy of. Bob: Thank you. I hope you enjoy it. Nile: I absolutely will. I know that there’s one line in the book that’s raised quite a few eyebrows and it’s where you and John wrote does it make money. It’s not a bad question. It’s a great question. It’s just a bad first question. And I think a lot of entrepreneurs especially when in the startup phase might disagree with you just a bit. They might say it’s the only question when it comes to business. Otherwise you’re just naïve. So, what do you two mean? Bob: Well, actually we would say that if you -- and I think history has born this out that if the first question you ask is will it make money you’re focused in the wrong direction and it’s less likely to make money because if it doesn’t provide value to others, if there’s not a market for this either an already made market or one that you can create and that’s always created by providing value, then the second part, the money part is moot. So, we sort of mean that in a -- on a couple of levels. One is just as we mentioned. First ask does it serve. And when we say does it serve that simply means is there a market for it or could there be. Do people want it? You can create the best widget in the world and you might be thinking oh, man this is fantastic. We’re going to make a lot of money with this. But if there’s no market for it you’re not making money from it. You basically are just investing in something fantastic that’s a hobby. On the other hand if you determine first if there is a market in other words does it serve, now you can say will it make money. Is there a way we can take this product or service that really does serve and market in such a way that there’s a lot of money to be earned from it. On a bit deeper level we say well, first ask if it serves because we always want to add value to people’s lives by the very nature of what we do. We want to find a way to add value to others. Back in the -- I think it was the 1950s a young MIT student by the name of Amar _____47:11 went into a radio shack store and bought a pair of headphones and -- or speakers. Excuse me. Not headphones. Speakers. And he was very, very disappointed by the sound quality and he felt this is something that consumers should not have to have. And so he basically devoted his life to making great speakers, right, and creating great sound quality. We all are familiar with _____47:41 speakers. And he became a billionaire because he first asked does it serve, will it serve, how will it serve others. Now, don’t get me wrong. I’m sure he deposited every single one of those checks and he should. He earned them. But his focus was not on the money. His focus was on providing value. His focus was on does it serve. Then it was will it make money. Nile: Yeah, and I love that story. It’s a great one because obviously he didn’t like it and he knew if he didn’t a lot of other people didn’t either and it starts out. Throughout the book -- in fact, I’d say the book is really about mentorship so what do you think is the best way to find a mentor and perhaps most importantly what should an up and comer not do when trying to find one? Bob: Oh, that’s a great question. Both questions are excellent. What I would suggest not doing is approaching someone and simply asking them to be your mentor. I mean, you could admire someone and you can study that person and then you approach that person and say hey, will you be my mentor. And basically, when there’s no relationship there what you’re basically asking this person is hey, would you share your 40 or 50 years of experience with me and just let me know everything it’s taken for you to be successful even though we don’t even know each other. And so typically that’s not going to work. What I would suggest is when there’s someone whose work you admire is to contact that person and first study their stuff. If they’re an author or whatever they do, read their books. What have you. Watch their videos. Or read the articles they’ve written. Just learn about what they’ve done first so you’re not asking questions that you should know the answer to already because you don’t want to waste their time. But you can ask. You can let them know that you admire their work, that you’re studying to or that you’re looking to so and so and if it wouldn’t be inappropriate may I ask you one or two very specific questions. Boom. So, now what you’ve done is you’ve communicated in a way that says to them hey, I honor your time, I respect you and your time, I’m not just looking to waste your time and want something for nothing, that sort of thing. Now, once they do and if they do answer your questions whether it’s letting you take them to lunch or just a cup of coffee or answering a couple of questions on email or over the phone, make sure you send them a hand written note afterwards thanking them. Just a short note thanking them, letting them know you’ll take action on their ideas and so forth. You can report back to them. You can determine or discover what their favorite charity is and make a small donation in their name. that will get back to them and basically again what you’re letting them know is even though I certainly am not in the position to add the kind of value to your life as you are to mine I want to let you know I’m not taking it for granted and I’m looking to add value to you in some way. You can add -- if you’re close enough geographically you can ask to drive them around, be their chauffer and so forth. That way you can be around them and maybe ask them some questions. I mean, there are all sorts of ways that may not apply to some people and will apply to others but the point is this. A mentor/protégé relationship is just that. It’s a relationship. And it usually takes time to develop. It’s much less likely to happen when you come right out and ask a person who doesn’t know you will you be my mentor. It’s more likely to happen when you build a relationship always looking for ways to express gratitude and add value to that person’s life. Nile: I love that answer because it reminded me of what you said as you went through the laws. Breathing is an in and out thing and so you get somebody that’s giving you value as a mentor, as a protégé you’re able to give value back to them. It might be at a different level but they’re recognizing the value that you’re giving. And I know we’ve got just a couple of minutes left and before I get through the final interview I’m going to ask one question but I also want to be able to ask and save some time if people want to know more, how they could get in touch and some other things you’re doing because I know you do a whole lot more than just write books so here’s the question. Are there misconceptions about being a Go-Giver? I mean, the name itself almost implies that you give constantly. Can you be taken advantage of that way? For example, does a Go-Giver tell people no, I don’t want to do that? Bob: Well, okay. So, these are great questions and it -- and there are misconception, misperceptions about what being a Go-Giver means and I think that happens when people see the tittle of the book or they hear about the title from someone and they haven’t read the book. Naturally the mind goes to oh, the Go-Giver. They’re just giving themselves away, right? Or they’re -- they don’t care about making a profit or -- and of course none of that is true. As a Go-Giver you don’t -- you give value constantly, certainly. But you don’t give yourself away. In fact, Go-Givers tend to make a much larger profit than most others because a Go-Giver sells on high value rather than low price. They know that when you sell on low price you’re a commodity. When you sell on value, you’re a resource. So, typically a Go-Giver makes more money and they have a higher profit. Of course, their focus is on the other person. Do they say no? Yeah. Go-Givers need to say no a lot. Just like we talked about at the beginning of this -- at the -- of the show. Go-Givers are typically very successful so they’re typically very busy and if you were to say yes to everyone and everything you wouldn’t -- you really wouldn’t have the time to say yes to those and to that which you should say yes to. But what a Go-Giver would do is they would say no in such a way that honors the other person. Nile: Again, I appreciate that and I appreciate you being a giver that decided to give so much value to all of our listeners tonight. Bob: Oh, thank you. Nile: But one of the things that I’d really like to ask though -- you do a whole lot more. Can you tell the listeners a little bit about what you do and if they’re interested in finding more how do they get in touch? Bob: Well, the easiest way to get in touch is just to visit burg B-U-R-G.com and as you know I speak at a lot of corporate and organizational sales and leadership conferences. We also have a Go-Giver certified speaker program where we actually train people how to become a professional speaker and deliver the Go-Giver message as well as my other intellectual properties that I’ve developed over the last 27, 28 years or so and how to actually market themselves as a speaker and they can get all that information as well as information on the book, the Go-Giver by visiting www.burg B-U-R-G.com. Nile: And we’ll make sure that all of those links are one the Social Media Business Hour page so as always we encourage you to download our episodes on iTunes. Subscribe there. That way you get all the episodes delivered right to you. But we have show notes and links and all of that on the socialmediabusinesshour.com. This is episode 132 just to make it real easy. If we were one more episode in we would be exactly a 100 episodes from our first interview that we did Bob. That’s sort of amazing. Bob: Wow. Nile: Yeah, I agree. Well, listen, to all of you and especially you Bob, I want to thank you for joining us on the Social Media Business Hour. To our listeners I hope you learned a few new ideas or concepts. Maybe you were just reminded of a few things you already know but you haven’t been doing to improve or grow your business. You know that my desire is that you take just one of the things that you learned or were reminded of today and you apply it to your life or business this week. We know that a small change will make a big difference and I’m committed to bringing you at least one new idea each week that you can implement. So, go back and identify just one small change that you could make to your life or business and see what a big difference it will make for you. So, until next week, this is Nile Nickel. Now, go make it happen. Woman: Thanks for listening. Social Media Business Hour is sponsored by linkedinfocus.com. Be sure to get the latest social media business tips and tricks plus free tips on how you can use Linked In to help your business today. Visit socialmediabusinesshour.com. [/content_toggle] Facebook: https://www.facebook.com/burgbob Twitter: @bobburg Website: www.burg.com