Hey Solving Inbound listeners. We’re excited to announce the launch of a new show. Introducing But We’re Different — a podcast for sales and marketing practitioners with a different mindset.
See, the way people buy has changed. In fact, it’s constantly changing. So why haven’t most companies changed the way they market and sell? The truth is, they're all thinking, “But We’re Different.” This doesn’t apply to us.
This mindset is why most companies, B2B and B2C, fail to adapt to changes in the marketplace and struggle to grow.
Hosted by Nick Bennett, and Zach Basner, But We’re Different is not just another sales and marketing podcast.
Our mission is to use the insights gained from helping hundreds of companies shatter this mindset and help you set up the strategies and lay out the tactics you need to unlock new growth within your company.
Now, in this feed, you can expect weekly episodes from our live virtual event, replays of any guest appearances on other great shows, and exclusives from the team of IMPACT sales and marketing coaches.
You can find but we’re different everywhere you listen to great podcasts.
We hope to see you over there.
But We're Different is recorded live every Tuesday at 3pm ET.
If you'd like to join us, you can register here: https://bit.ly/3S68gye
The rise of short-form content is a fascinating one. Platforms like TikTok have evolved from niche social entertainment platforms to one of the most influential tools on society today.
As businesses, we can't ignore the power of short-form video content on platforms such as TikTok, YouTube, and Instagram. Instead, we need to apply the principles of inbound marketing to these platforms.
In this episode of Solving Inbound, we explore the power of short-form content and the many opportunities they hold for organizations just like yours.
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Additional Resources:
Nearly 40% of social media natives use social media as their primary source for information: https://whatsnewinpublishing.com/route-to-increased-relevance-for-news-brands-reuters-digital-news-report-on-effectively-serving-young-audiences/
YouTube reports 1.5 billion users engaged with YouTube shorts in the past month: https://www.socialmediatoday.com/news/youtube-reports-that-15-billion-users-now-engage-with-youtube-shorts-conte/625587/
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The path to inbound marketing success can take many different routes. Some of us start our careers with inbound sales and marketing, others take a bit more untraditional path to get there, On this episode of Solving Inbound, we're going to take you through the twists and turns of the journey of one of our favorite community members, Nathan Dube, on his way to success.
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Additional Resources Industrial Packaging: https://www.industrialpackaging.com/
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Video has emerged as a vital medium for engaging with and educating your audience. Video has made a steady climb into organic search results and businesses need to prepare accordingly.
If you're doing Inbound marketing, video must be a part of your strategy — and that includes a YouTube channel.
In this episode of Solving Inbound, we're going to show you why you need a YouTube channel in order to successfully reach your audience.
Additional Resources
Course - How to Set Up and Optimize Your Business YouTube Channel: https://app.impactplus.com/courses/how-to-create-optimize-business-youtube-channel
Article - How To Create a YouTube Channel for Business (+ 9 Brands Leading the Way): https://www.impactplus.com/blog/how-to-create-a-youtube-channel-for-business
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To succeed with inbound marketing, you need the right person on your team to be creating that content, someone we typically refer to as a Content Manager. But what exactly is that content manager responsible for? It's a lot more than just putting words to the page, and we've recruited a bit of help to explain what the role actually looks like in real life.
On this episode of Solving Inbound, we're joined by Eli Simonson of Anderson Trucking Service to talk about his role as a content manager at a large (and growing) organization.
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Additional Resources
Website: Anderson Trucking Services: https://www.atsinc.com/
Learning Center - Anderson Trucking Services: https://www.atsinc.com/learning-hub
Connect with Eli on LinkedIn: https://www.linkedin.com/in/elias-simonson-440956149/
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A lot of businesses approach content with an "if you build it, they will come" mindset. In other words, they think if they're producing content, traffic will naturally follow.
But it's not always that simple. Sometimes you might be publishing tons of content but seeing the numbers you care about — namely traffic, leads, and sales — stay flat.
If this sounds like you, you're in the right place, because today on Solving Inbound we're going to tell you why your content strategy isn't driving the results you want for your business.
Additional Resources
Course - How to Optimize a Blog Post for SEO: https://app.impactplus.com/courses/how-to-optimize-a-blog-post-for-seo?next_video=true
Course - Technical SEO Basics for Inbound Marketing: https://app.impactplus.com/courses/technical-seo-basics-for-inbound-marketing
Article - 7 Biggest Reasons Your Content Marketing is Failing (and How to Fix Them): https://www.impactplus.com/blog/the-7-biggest-reasons-your-content-marketing-is-failing
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Growing from a team of 3 to a team of well over 100, Dental Claims Support has become the premier voice in their industry by producing content following the They Ask, You Answer framework.
In this episode of Solving Inbound, the leadership team of Dental Claims Support, Ryan Deloitte, Davy Clay, and Josh Smith share how they 10-X-ed their traffic and grew to become the industry leader they are today.
Additional Resources
Website - Dental Claims Support: https://www.dentalclaimsupport.com/
Learning Center - Dental Claims Support Learning Center: https://www.dentalclaimsupport.com/academy-learning-center
Education Platform - Dental Claims Academy: https://www.dentalclaimsupport.com/academy
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Every business's success depends on finding and hiring the right people. Unfortunately, businesses get this wrong every day — and the effects can be very damaging.
In a tight labor market, companies are aggressively looking to fill their open positions with the best talent available.
How do you ensure you get great talent to join your organization? In this episode of Solving Inbound, we're going to show you how to apply some of the core principles of inbound marketing to your hiring process.
Additional Resources
Articles - Berry Insurance Hiring Content: https://www.berryinsurance.com/insurance-resources
Video - Tunnl Data Hiring Video: https://www.tunnldata.com/hiring-senior-director-performance-marketing
Article - Using They Ask, You Answer in the Hiring Process: https://www.impactplus.com/blog/they-ask-you-answer-hiring
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What usually slows down your sales process? One of the top reasons we hear is that prospects are asking a lot of general questions, many of them the same across the board, that hold you back from addressing their specific needs.
How do you streamline that process? The key is using content to educate your prospects in the sales process through assignment selling.
In this episode of Solving Inbound, we're going to show you how to use content to close deals faster through assignment selling.
Additional Resources
IMPACT+ Course - Assignment Selling: Content is your Greatest Sales Tool: https://app.impactplus.com/courses/assignment-selling-content-is-your-greatest-sales-tool?next_video=true
Article - What is Assignment Selling: https://www.impactplus.com/blog/what-is-assignment-selling
Article - Examples of Assignment Selling in Action: https://www.impactplus.com/blog/examples-of-assignment-selling
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For those of us getting started with inbound sales and marketing, it can often help to hear the stories of other businesses who have been through the journey and are now experiencing the rewards that inbound can bring.
In this episode of Solving Inbound, we'll hear the story of Furniture Fair, a family-owned furniture business who has become one of the premiere voices in its industry, with special guest Craig Daniels, the marketing director at Furniture Fair.
Additional Resources:
Furniture Fair Website: https://furniturefair.net/
Furniture Fair Learning Center: https://furniturefair.net/blogs/lc
Furniture Fair Training and Onboarding Resources:
https://furniturefair.wistia.com/medias/mq01d4yp0j
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Imagine that you're about to enter some information into a website. Nothing crazy, just your first name, your email, and let's say company size. Right before you hit enter, the thought runs through your head "what if I'm about to get bombarded with emails by this company? Do I even know what's going to happen when I hit enter?"
Introducing the landing page video, a quick tool used by some of the most successful inbound organizations to convert more leads and ultimately drive more sales. And you can do it too
Additional Resources:
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Sales is a numbers game. If your close rate is at a certain level, you know that the more prospects to speak to, the more you'll close, and the bigger your commission will be. This is why sales teams want as many opportunities as possible.
But we've got a different strategy that we teach our clients. We advise them to do what they can to get bad-fit prospects out of the sales process so that they're talking to fewer, better prospects.
In this episode of solving inbound, we're answering the question: Why should I disqualify bad fit prospects?
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Additional Resources:
Course on assignment selling: https://app.impactplus.com/courses/assignment-selling-content-is-your-greatest-sales-tool?next_video=true
5 ways to stop wasting time with bad-fit prospects: https://www.impactplus.com/blog/stop-wasting-time-with-bad-fit-prospects
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You just got a 1 star review for your business. Someone went onto your Google My Business page or maybe a popular review site for your industry, and gave you a 1 star review with some pretty harsh feedback you weren't expecting.
Now the whole world can see that review and you're not too happy about it, right? But now you are between a rock and a hard place. Do I hide from it? Do I respond?
In this episode of solving inbound, we answer the question "Should I respond to negative reviews on social media or online review sites?"
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Additional Resources:
Course on Managing Your Reputation and Reviews: https://app.impactplus.com/courses/managing-your-reputation-and-reviews-in-today-s-marketplace/course-overview-35/539
Statistics on responding to online reviews: https://www.brightlocal.com/research/local-consumer-review-survey/?SSAID=314743&SSCID=61k4_thjs3
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If you're doing inbound marketing, you're in the habit of giving content out for free. Your team writes articles, films videos, and records podcasts — and these are available to everyone with a computer.
But sometimes you might want to gate some of your premium content. That is, to require someone to fill out a form or sign up for something in order to access that piece of content. Inbound marketers have always been divided on this idea, so we're going to help you decide for yourself.
In this episode of Solving Inbound, we answer the question: Should you gate your content?
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Additional resources:
Should You Still Gate Your Content?: https://www.impactplus.com/blog/should-you-still-gate-your-inbound-content-in-2020
Inbound Lead Generation and Conversion Optimization: https://app.impactplus.com/courses/inbound-lead-generation-conversion-optimization
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We've all heard the phrase, "if everything is a priority, then nothing is a priority". The same applies to content production. If content production is everyone's priority, then it's no one's priority. You must have someone whose full-time job is to own your content production when it comes to inbound marketing. So, who should that person be?
In this episode of Solving Inbound, we'll answer the question: Who should own our company's content production process?
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Additional resources:
How to Hire a Content Manager: https://app.impactplus.com/courses/how-to-hire-a-content-manager?next_video=true
Your Role As A Content Manager: https://app.impactplus.com/courses/your-role-as-a-content-manager?next_video=true
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The centerpiece of your inbound marketing efforts is the content you produce. But that content needs to get found by searchers in order for it to be useful.
Enter SEO: or search engine optimization. Any piece of web content, whether blog article, pillar page, landing page, or anything else, can (and should) be search engine optimized, but the process can be intimidating for those who are non-tech-savvy.
In this episode of Solving Inbound, we answer the question: How much do I need to know about SEO to do inbound marketing? with special guest, Kevin Church, IMPACT's Director of SEO
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Additional Resources:
Technical SEO Basics for Inbound Marketing
https://www.impactplus.com/blog/long-tail-keyword-research-seo-traffic
https://www.impactplus.com/blog/seo-best-practices-traffic
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When inbound marketing is done right, it becomes much more than just a marketing strategy — it plays a role in your sales and service processes as well. But sometimes that's easier said than done.
Sales reps can be hesitant to embrace new ways of doing things if it means switching up the techniques that got them to where they are today.
In this episode of Solving Inbound, we'll answer the question: How do I get my sales team to see the value in inbound marketing?
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Additional resources
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Submit future episode ideas here: https://forms.gle/qUYvD8qBRZCiww4U9
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When most people think about inbound marketing, they think of website content, organic traffic, and lead generation, but the principles can be applied to your sales process, too. In fact, it is with your sales team that your inbound effort can have the quickest and more noticeable effect. If we think of the goal of inbound marketing as educating your audience so they can become customers, nowhere is that more important than when prospects are in the final stages of a purchase decision. How can you use inbound principles to improve the sales process?In this episode of Solving Inbound, we're going to answer the question: What is sales enablement content? with special guest Kevin Phillips.
Additional Resources:
Article: http://impactplus.com/blog/sales-enablement-questions-every-marketing-team-should-ask-sales
Article: https://www.impactplus.com/blog/sales-enablement-content-from-marketing
Course: 4 Content Guides to Convert Leads, Close Deals, and Delight CustomersCourse: Assignment Selling: Content Is Your Greatest Sales Tool
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At the core of all that is inbound is your website. For so many
Businesses looking to get started with inbound marketing, they often think they'll need a whole new website before they can get going. While there are hundreds of website redesign agencies who will agree with you and sell you a brand new site, we've found that a website is not necessary to get started and you're better off putting your time, energy, and money towards your content strategy.
In this episode of Solving Inbound, we're going to answer the question: Do I need a new website to do inbound marketing?
Additional Resources:
30 Day Website Redesign: 6 Questions to Ask An Agency That's Making Big Promises
How to Turn Your Website Into Your Best Sales Tool
What You Can Learn from IMPACT's Incredibly Successful Long-Term Approach to Website Strategy
Elements of a Great They Ask, You Answer Website
We Want a New Website; Why Do We Need To Talk About Marketing Strategy First?
What Does a Great Inbound Marketing Website Look Like Today?
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Pizza Hut vs Dominoes, Apple vs Android, Starbucks vs Dunkin, Uber vs Lyft. Classic, perhaps legendary battles. But all of these just don't compare to the age-old battle of Sales vs Marketing! However, as time has gone on, we've learned that one cannot succeed without the other.
In this episode of solving inbound, we're going to answer the question: How can I get my sales and marketing teams to collaborate?
Additional Resources:
https://www.impactplus.com/blog/sales-vs-marketing
https://www.impactplus.com/blog/sales-and-marketing-friction-cost
https://www.impactplus.com/blog/what-is-a-revenue-team-sales-marketing-alignment
https://www.impactplus.com/blog/sales-marketing-alignment-how-to-shorten-your-sales-cycle
What a High Performing They Ask, You Answer Company Looks Like
The Revenue Team Approach to Sales Enablement Content
Getting Full Company Alignment and Buy-In
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