Mad Marketing Podcast #13: Business vs. Personal Blogging, Money Keywords, and More!

by Marcus Sheridan

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Mad Marketing PodcastWell it’s that time again folks, the Mad Marketing Podcast with all of your awesome email questions from these last few weeks. As you can see from below, there are some great ones here so I hope you’ll have an enjoyable listen and don’t hesitate to leave and questions for future podcasts in the comment section below!

And don’t forget that the Mad Marketing Podcast is now on Stitcher .(For those unaware, Stitcher is killer app that allows you to download and listen to podcasts and radio shows very easily on your phone– so you don’t have to do it in iTunes!!)

Your Questions

Hello Marcus,

I started my business 3 years ago and sadly realized very slowly that I was a highly trained Sales Rep without the knowledge and skills to create my own leads.  I started using Hubspot seriously in July of 2012 and have seen a dramatic increase in my web site traffic.  My biggest concern is how to convert those that visit my pages into real leads and ultimately paying customers…. 

Either way, I already read the beginning of your book and love it .  I am committed to Hubspot more than anything else I have ever done and look forward to using your insights to do what I set out to do 3 years ago.

Vincent

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Hello Marcus,

[I'm responding to this in the middle of reading your 8 Renegade Methods post]….

Would the “generic” blog server to create brand awareness and authority within the industry, with the local blog functioning as the primary lead generator? 

Would I host both blogs on our agency’s website, or would I need to move one elsewhere?

My only concern, with the generic blog not focused on “money keywords” how does it justify the content? Would it not be better to post four times a week to the local blog instead of two times a week to each?

Would it be safe to assume that, while not completely impossible, it’s very difficult to have ONE blog serve both functions?

Thanks again for time, it’s much appreciated.

Joey (Insurance Agent)

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Hi Marcus,

I’m writing an ebook about how to set your freelancing rate, and I’m hoping to use your name and input to give the ebook some weight. Here are some questions. If you choose not to answer some of them, that’s fine. 1. How do you measure your intellectual worth with respect to your pricing?

2. I’m sure you know what your “bare bones” pricing is…what you absolutely must make in order for a project to be worth your time. What do you add to this (percentage or flat rate) to determine your minimum pricing for your projects, and why did you choose that amount?

3. With regards to industry standards pricing, is there anywhere you trust/go for information on that, or do you use your personal judgment on what the industry standard is for a particular project? Do you factor in location (theirs or yours) when pricing?

4. Do you vary your rate by customer? For example, if a high-end remodeling company asked for essentially the same project as a gas station, would you charge them the same amount?

Warning: there may be more…but these are the ones I’ve come up with for now. :)

April

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Hi Marcus,

What is the big difference between business blogging and personal blogging. Also If you have a business (in this case children’s furniture) do you then have a blog on your website or do you have a blog separate to your website ? Presumably you want to lead your readers to your website but thought I would check with you

Thanks

Maiken

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Hi, Marcus.

I’m really enjoying your blog, newsletter, and podcast and am doing my level best to incorporate social media into my marketing mix. But it’s problematic, and here’s why. My business is a sole proprietorship, so I have to do it all myself: marketing, accounting, lead-gen, creating content, and doing actual billable work. In addition, my kids are in grade school, so my workday effectively ends at 3:30. It’s not feasible for me to stay up until a million o’clock or get up at oh-dark-thirty to carve out more time during the day because then I would lack the energy I need for work and family activities. My biggest problem is with analytics. Although I have a WordPress site with a Google Analytics plugin, I have no idea how to track data. I see the spikes and valleys but don’t know how to read the charts. I just keep cranking out the content with my goal being four blog posts a month. Is there an easy way to learn how to read the results? Thanks for all you are doing for my business and for keeping your upbeat attitude. It’s contagious!

Laura
Mad Marketing by Marcus Sheridan, The Sales Lion

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{ 7 comments… read them below or add one }

Glen Kohlenberg January 6, 2013 at

Marcus I have a question for you because we are in a related type business. We sell home improvements on the westcoast of Florida. I am going to give you rounded numbers to make this easy. We had 2400 leads for 2012 and sold and closed half of them. 60% are referral leads or returning clients we have been in business for 25 years.
I have been screaming for years now to have a [rehash] program for the unsold 1200 leads. Can you help me how to convince everyone in our company why we need this [rehash] program. We are leaving so much money on the table it makes me sick.

I have always said we should be able to at least close 1/3 of those 1200 leads at least? Would you agree? Since you sell to clients in your pool business how do you deal with unsold leads? Thanks always, Glen

Reply

Ian Altman January 6, 2013 at

Glen,

I hope you and Marcus don’t mind me chiming in. If you closed 50% of your leads, then you are the best pre-qualification company on the planet, and you are doing incredibly well. You could either a) determine the attributes of the 1200 you closed to better narrow your focus to those characteristics; or b) try to drag the other 1200 people across the finish line.

My advice, unsolicited, is that you are better served to determine why you are achieving success from the ones you are closing in order to sharpen your focus for leads in 2013. Wouldn’t it be great if you could close the 1,200 and reduce the number of ones you don’t close. That equates to a higher close percentage.

It is tough to acknowledge that the 2nd best answer you can get is “No” (with “yes” being #1). I would caution against chasing the ones you lost. My guess is that you’ll identify specific criteria that helps you quickly identify good opportunities earlier in the process.

Good selling!

Ian

Reply

Glen Kohlenberg January 6, 2013 at

Ian thank you for your advise. The main reason I keep going back to the lost 1200 leads thoughout the year I do test on some of those leads and when I take the unclosed lead within 5 days and call the client and try to earn there business I end up selling some of them.

My problem I can’t get the sales staff to turn all there leads over to me. They believe once they have been there and done there pitch and not sold it the lead is dead?
Not so!! I have found that there are all kinds of reasons the client did not buy. Price-apples to apples bidding or at times the client/salesman did not click?

I work hard to get the leads I just feel we leave to much on the table. To me it’s not about getting more leads why not work on closing more of the existing leads I have provided.

Thank you,

Reply

Ian Altman January 6, 2013 at

Glen,

Thanks for the clarification. I guess the greatest value would be to evaluate which elements of your methodology and philosophy your team is adopting, and which ones they are not. I sometimes find that the best way to ensure that is to have a series of questions to which your team must provide answers. Those questions could be the keys to getting to the underlying issues that you uncover, and they do not.

Do you have a consistent methodology each team member follows in the sales process? Is there some “Assignment-based selling” you can give to prospects to narrow the field a bit? (Marcus writes about this extensively).

In some cases reps don’t do the right thing because they are stubborn, and in other cases they just don’t know the best process to follow. If you can establish a consistent process, it will simplify your ability to evaluate team members and associated opportunities.

I am speaking in Miami on February 1. Too bad it isn’t the West Coast of Florida or I would have enjoyed meeting in person.

Ian

Reply

Rebecca Livermore January 7, 2013 at

Ian, you are one smart guy.

Reply

Lishu Ahuja January 8, 2013 at

Im glad to have found this post as its such an interesting one! I am always on the lookout for quality posts and articles so i suppose im lucky to have found this! I hope you will be adding more in the future…
private investigator

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Sick Agent September 9, 2013 at

Very helpfull article thanks a lot for all thoses informations about Podcast.

bye

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