Sujan Patel is a well accomplished marketer.
He runs this company called Web Profits.
He's got a blog that's been cranking out content
for the last few years and a YouTube channel
that has very very in depth marketing content.
He was on the Digital Agency Marketing Podcast recently
and here's what we learned from the interview.
Number one is focus on post acquisition marketing.
- The reason I focus so much on that is one,
it's an open market for the most part, right.
I mean, if somebody comes to you,
they purchase from you, they trust you enough to--
You got them through the door
and they trust you enough to give you their credit card,
you might as well keep that going.
Your customers are the best way to get new customers.
All you have to do is engage them
and the thing I see the most people making a mistake on
is they hear things like me saying this
or other people saying this or read articles
and they're like, "Yeah, we're gonna go engage them now."
And it's not a tactic, it's not something
you can just do today and get the results tomorrow.
It's something you have to kinda nurture,
just as you get somebody's email and you nurture them.
You don't just leave them high and dry,
otherwise the engagement open rates are gonna be horrible.
- Number two is attract the right type of clients.
- Yeah, I always look at what I'm doing today,
I'm looking for ROI from it one, two years from now.
I look at the metrics as driving factors
to that one, two year ROI.
Now when I got started I did a lot of cold emails.
I focus on building relationships.
That's one big part of my marketing approach
and it's not necessarily for marketing,
it's just good business, makes me a better human being.
So what I mean is I wanna hang out
with other people that are like-minded,
both professionally and personally,
and sometimes that turns into business,
sometimes it doesn't.
I've built a lot of great friends this way.
So anyways, it's a mix of things,
but I think when it comes to content marketing specifically
I always have like a 90 day content calendar
and I'm always thinking, "Okay, this is an idea,
"but who's the article title, who's the article for?"
And does it meet the customers I'm trying to go after?
- Number three is document every process.
- We have a very daisy chain training process.
The person who just mastered something
is the one who's teaching the next person
who they're gonna pass that work to,
so that everyone's kind of leveling up.
- [Alex] Are there any best practices
you've found for that training process?
- Documentation, like here's the 10 things to do.
Take screenshots, make the person
who's doing the training write it up
and then do the training and sit there and watch them.
Make sure you review the documentation.
At the end of the day, when you're training people
it's all about the documentation,
the process and everything like that.
So we use a tool called SweetProcess,
so we have a process for everything.
We don't always need to follow the process,
we adjust things and change things around
but I've found that when the person
who's gonna be the one training
is forced to actually write it down
and say, "Here's how you do it."
One, they get better at it, they find the holes
and two, when they are forced to take that information
and they explain it, they realize how to do it better,
again, and they also just master it.
- To hear the full interview,
check out Digital Agency Marketing Podcast.
It's over on iTunes or SoundCloud.
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Thanks.
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