Mad Marketing Podcast #15: Speaker Rejections, Marketing Superstars, and More!

by Marcus Sheridan

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Mad Marketing PodcastWell it’s podcast time again everyone, and in this fast and furious episode I not only riff about the following blog articles that got so much response these past few weeks, but I’ll also answer your great questions/emails that are listed below. Not only that, but I discuss in this episode getting rejected from a speaking opportunity I really, really hoped to get, and my thoughts on the rejection now that I’ve had a few days to chew on it. As I’ve mentioned before, you can listen to this podcast by hitting play on the button found within this article, or find it in iTunes or Stitcher Radio.

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Marcus,

The last time we spoke, I was beginning to unveil my blogging and content strategy with my $100M sales company. 99% of the people here are old school, pavement pounding sales people or administrators. They still use fax, so getting them into this was a challenge.

I managed to grab one, then a second one. The first one has been interesting to watch him attempt to balance his traveling sales duties and the blogging – and it remains to be seen how he is (willing to) incorporating his blogging into is daily sales interactions.

The second guy deals specifically with industrial robotics solutions and I got him interested in writing a short series on one of the new robot products our company is selling. After structuring his topics, I told him just give it a shot and get them to me – I’d give him the media and edit it.

In one month, he’s been swamped with calls, including one business that found [this post] and were considering our competitor, but then chose us! I know you get validation on a daily basis, but this stuff works. Great opportunities to cross sell and up-sell too. ..

These are old school engineers. The truth about content production can be learned by anyone! 

Andrew

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Hi Marcus,

Thanks for your time earlier this week.  At this point, we are not going to move forward.  I believe your content is very relevant, although we need more of a global perspective. (ouch!!!)

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Our biggest issue is getting sales to follow-up on the leads we generate.

They receive 150 a month and can’t seem to connect.

I think we have to help our sales people recognize a good lead and then know what to do with it.

Scott

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Hello Marcus,

My biggest challenge with inbound and content marketing is that we haven’t been doing it.  At all.  Nothing.

I see the critical need for it, hence a website that has been in development for 6 months and is on the verge of going live.

One component we really need to work on is the blog.  We have just hired a ‘marketing coordinator’ who is going to have his work cut out for him in doing this!

I have one question for you:    what is the first step we should take??  

My feeling is that it is something along the lines of getting our team together and coming up with the best  subjects/questions/discussions/etc to start working on.  I would really value your thought on this.

Thanks very much Marcus, have a great weekend,

Regards,

Brad

Mad Marketing by Marcus Sheridan, The Sales Lion

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{ 18 comments… read them below or add one }

Darnell Jackson February 18, 2013 at

Excellent podcast Marcus,

I agree with you on the length of content.
When people are looking for important information the more details you provide the better.

Also great point about blog comments and social shares as a sign of success.
I’d bet 90% of bloggers have this wrong.

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Marcus Sheridan February 20, 2013 at

Thanks for listening buddy, I do appreciate it. And btw, I’ll respond to that email of yours soon. :-)
Marcus

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Rob Skidmore February 19, 2013 at

Great podcast Marcus. I think you are right about SEO. I have really been agonizing over this for the last little while. Personally I think the SEO business model is tragically flawed.

Certainly there are aspects of SEO that will always be necessary. Meta tags, keyword research, local optimization, site speed and architecture optimization will always be needed.

But most of the income for SEO’s comes from monthly charges for link building. Google’s changes are constantly making this harder. Currently the main practice for link acquisition is guest blogging. But really what most people are doing is finding articles, spinning them, and then posting them on crappy blogs. The internet only needs one article on”5 tips for whiter teeth.”

Eventually Google will crack down. Matt Cutt’s has even specifically mentioned this but many in the SEO community are oblivious. Also bloggers are realizing that crappy guest posts are going to be harming their blogs which will make it even harder to do outreach. The days of easy linking are quickly drying up.

Guest blogging will always be a valuable way to acquire links. But Google is looking for thought leadership and that can’t be easily or cheaply outsourced.

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Rob Skidmore February 19, 2013 at

P.S. You “Oh no Seth Godin!” voice is awesome. :-)

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Rob Skidmore February 19, 2013 at

Just a few thoughts on your response to Brad. A redesign should definitely not take 6 months. But you do need to make sure that all the pages that existed on your old site either exist on your new one or are redirected to a new page. That can be a colossal task if you have a large site, but is absolutely necessary.

We recently had a situation with a redesigned for a client. All the main pages were kept but the design team eliminated probably 20-30 pages of outdated content (e.g. a promotional page from 2011) without telling us and without doing any redirects. Because those old pages were ranking for some long tail keywords the client’s traffic tanked. Lucky we had a backup of the site and we were able to move over most of those pages.

If you are a business that depends heavily on search traffic for leads then you definitely don’t want to mess up a redesign. Make sure that all of your content is either moved over or you are doing redirects. Also know that you might experience a dip in traffic and rankings even if your site is word for word exactly what it was before.

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Rob Skidmore February 19, 2013 at

P.P.S. I’m excited for your Content Success Summit presentation today!

Okay. I’m done leaving comments. :-P

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Marcus Sheridan February 20, 2013 at

Hope it didn’t disappoint my man, even though you’ve already heard my stuff!

Smiles,

Marcus

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Marcus Sheridan February 20, 2013 at

GREAT point Rob, and that’s something I think many companies miss when they do change a site over.

Thanks man,

Marcus

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Marcus Sheridan February 20, 2013 at

Hahaha, yeah, that was pretty spontanious, but I think I’ll have to bring it back based on comments ;-)

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Marcus Sheridan February 20, 2013 at

Again, good points bud. I’m going to do another article very soon on this very same subject.

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Joe February 19, 2013 at

Hi Marcus,

Here’s my take on why you were past up. Reading between the lines they were being nice by telling you you’re not global enough.

I really think the truth is your pitch is not polished enough.

Don’t get me wrong – I prefer listening to you over some shiny robot but the French are like that. My exposure to them in the military was the same – even their privates were arrogant.

Don’t fret – there will be plenty of other opportunities for you and unless you are willing to change who you are some customers are not worth the hassle.

-Joe

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Marcus Sheridan February 20, 2013 at

I wouldn’t disagree with that Joe. No doubt, I’ve got a lot of improvements to make.

And I will ;-)

Marcus

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David Pederson March 7, 2013 at

Hey Marcus,

I’ve listened to your podcasts for awhile now and paid closer attention when you fretted over the rejection you faced.

Initially, I thought exactly what Joe thought. But then I thought some more. I watched your videos and listened, just for your style and your polish.

My advice? Don’t polish it to fit a European culture. You’ve got something very unique and oddly American – and it’s profound. It taps into the everyman thinking that most polished guys are too scared to embrace.

Your style may not jive with all the Europeans who enjoy their pretense to speak for the globe, but it does dig into the heart of the guy who wants to get ahead and is scared by the six and seven digit retainers global management consultants charge.

Instead of polishing, I think you should listen to your style and, if needed, get a down-to-earth coach to bring it out more. You reach the folks with well-tuned bullshit meters. They want something other than pretense and I think your rewards are with them. They hear you.

Your focus on teaching no-bullshit solutions to building sales through marketing and managing the process through measurement is rock solid. Just dig deeper into who you are. Don’t polish. Like John River’s botox – it deforms.

Keep up the great, and quirky, work.

Regards
David

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Marcus Sheridan March 9, 2013 at

One of the cooler, frank comments I’ve seen here in a while David. I really appreciate you taking the time to think about this, look at it closely, and then give me your thoughts.

Thanks so very much my friend.

Marcus

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Don Stanley February 19, 2013 at

Rappin’ and yappin’ for the first 15 minutes. Hilarious. As Rob points out, the Seth Godin voice is awesome.

Love the story of the Andrew. And Boom goes the dynamite. Content Marketing WORKS in all industries. Hope you feel better.

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Marcus Sheridan February 20, 2013 at

Hahah, thanks Don, glad you liked the Godin, I’ll have to bring that back next time. Hey, btw, I’m really sorry I whiffed last week in touching base, I will be calling you tomorrow!!!

Thanks,

Marcus

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Tom Treanor February 27, 2013 at

Marcus,
This is the first time I’ve commented on your podcast but I’ve been loving it. In this episode, the disconnect with sales and marketing really resonated. I helped one customers get a lot of leads but their sales team was so slow to follow up that they did a terrible job of closing the deals (or even getting in touch). I was so frustrated that I wrote about it (but I don’t want to drop a link). Keep up the great work and too bad about that speaking gig!

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Marcus Sheridan March 4, 2013 at

Tom, sorry for my late reply on this, but I really appreciate the kind words and that you’re listening to the podcast–I’ve loved the medium.

But yeah, there is nothing more frustrating than producing more leads only to have sales let them all go. Huge problem with many organizations, that’s for sure.

Keep up the great work on your end my friend,

Marcus

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