How Businesses will Increase Sales by Improving How they Hire Marketing Staff

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image via http://www.slideshare.net/NashvilleTechCouncil/the-power-of-smarketing-40266445

Sales reps can only be as good as the product and message they represent. Before companies can hire Sales reps, they need a great product with messaging that conveys the benefits to customers. Sales Reps need support from marketing in the cross functional organization of tomorrow. The messaging should be able to prevent customer objections. Unfortunately, this is where many Marketing departments fall short.

image via Salesforce.com

Many people that get hired in marketing, lack a sales background and have no idea on how to handle customer objections.

In addition, many people in Marketing lack the background and understanding of how people learn. Teachers and psychologists have this training. Understanding how people learn can make product messaging more effective because it can be presented in multiple formats. Many people in marketing lack practitioner experience and as a result marketing is not as effective as it could be. Practitioners are especially underrepresented in the Marketing function of many EdTech companies and this needs to change. Now I will make a case for hiring Sales Reps, Teachers and Industry practitioners in the marketing.

Case for hiring ex Sales Reps

  • Knows how to handle objections which can be applied to message
  • Experience dealing with customers, knows customer pain points
  • Sees how end-user uses the product
  • Can increase sales using Sales expertise to make messaging customer centric
  • Can assist with Sales and Marketing Alignment as companies need to work cross functionally
  • Understands the issues Sales Reps face and has the credibility of being a Rep when collaborating with Sales Teams

Experienced obtaining , qualifying and converting leads to Sales ie Lead Gen/Demand Gen

Hiring Industry practice experts

  • They are the customers and understand the pain points better than any market research should be in leadership roles
  • Healthcare does this with Doctors, Dentists
  • Tech does this with programmers and engineers.

Why not EdTech!

  • Can increase Sales because they are the customer and understand the pain points because they have experienced them in the job

This is the best market research/ buyer persona there is!

Case For hiring ex Teachers

  • understands how people learned
  • skilled at tailoring content for understanding based on learning needs
  • Today’s marketing is about educating customer and earning the right to market to them they educate their customers

Why it is not Good enough to just place them in Sales

People in Sales are not involved in the creative process and cannot change their cards and company messaging.

They cannot address weaknesses in messaging and product.

The Marketer of Tomorrow

Has all of the above in their background or at least a Sales background at a minimum.

My background

I have Marketing experience along with all of the above in my background.

In the EdTech Industry, I hit all of the above and I am qualified for a job in marketing especially being the industry practice expert. In healthcare I have two out of three. For all other verticals, I have two out of three because I was in Sales, I taught and understand how people learn.

Are you ready to increase Sales by improving Marketing? Your sales teams deserve better!

Change today!

How have you increase Sales by improving messaging? Comment and share below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. HubSpot Certified in Inbound Marketing, Dan has worked on various marketing assignments including Start Ups, a Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 16,000 followers on LinkedIn & over 11,000 on WordPress.

Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. He is willing to create and build out the Marketing function of your organization if it does not exist. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

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How to use Marketing to gain customers for your Small Business

  • How to use Marketing to gain customers for your small business
  • Applying marketing strategies to engage with customers while driving product sales

Be-a-successful-online-small-business

image via ciceron.com

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

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Content Curation: 4 Ways to Improve your Content Marketing Results

4 Ways Content Curation can improve your Content Marketing Results image via wonacotpr.com

Content creation is one of the best ways to engage an audience, making it essential to content marketing. However, we simply cannot cover every single topic in our industry. This is where content curation comes in handy, content curation is where you share the work of others in your industry. Content curation can enhance your content marketing efforts in the following ways: it offers users a fresh perspective on a topic, sharing others work can plug a hole because you can’t write about every single topic in your industry and you are engaging the person whose content you are sharing. Sharing the content of others is key if you hope to get your content shared.

Content curation takes many forms across social networks but it always comes back to sharing the work of others and celebrating them. By celebrating others, content curators get to build relationships with those in their industry allowing reciprocity. In other works, people will help each other get their message out because they are part of digital community.

Content can be shared in the following ways:

1. On blogs.

2. On social networks.

3 Through online publications.

4 Guest blogging/Content Syndication

1.Blogs WordPress/tumblr

Blogs are a great way to create content and share ideas. Blogging platforms such as WordPress & tumblr have a like button and a reblog function. The like button allows user to say they like a piece of content and a reblog button allows users to republish a blog they like on their own blog. When a user reblogs a piece of content from another blog, the original publisher is notified of the reblog or share. A reblog is much more powerful than a like although a publisher see both types of notifications.

Blogs also allow users to categorize topics with endless SEO tags. Users can also search out keywords or tags to find related content on a topic which they can reblog. In addition to reblogging, users can share blogs to other social networks such as LinkedIn, Twitter, Facebook & Google+ etc… by clicking share buttons embedded on the platforms.

LinkedIn Long form Posts

LinkedIn also has a blogging platform of it’s own called the long form post. Users can curate content in the following ways: clicking the like button, sharing the article which will appear as a status update, sharing the article in groups, using social share buttons to share content to Twitter & Facebook and of course LinkedIn. Each piece of content in LinkedIn is indexed with three SEO tags that categorize it by topic. Users can also embed content from Slideshare along with videos. This can be a great way to share your work and that of others in the form of a blog.

LinkedIn Slideshare

Slidseshare is a great tool for content curation. The site was acquired by LinkedIn. Slideshare allows users to upload documents,  presentations and videos. Users can create descriptions of the content, a category along with SEO tags to further categorize the information. Slideshare is a great way to repurpose content. Content on Slideshare can be shared to social networks via sharing buttons & embedded on other blogging platforms such as LinkedIn, WordPress & tumblr.  Slideshare is a platform in itself.

2. Social Networks

Social networks such as Twitter, Facebook and Google+ offer users like and share buttons that allow users to curate content that they like. All three networks allow users to categorize & index content by topics using #hashtags.

Twitter

Twitter allows users to create lists based on topics they found interesting. Users can add other users to lists. This helps to build a digital community by uniting people around common interests. Tweets are also indexed in Google.

Facebook 

Facebook is similar to Twitter in the sense that it let’s users tag content based status updates; helping users to reach beyond friends and followers. Facebook also allows users to share content in groups as well. Facebook is partnered with Microsoft’s Bing Search engine.

Google+ 

Google+ is similar to Facebook in the sense that it allows users to join groups. It is also helpful for content curation because the results are indexed in it’s search engine. The like button is a plus one button and Google+  has  a sharing button. Users can also use hashtags and build a community based on topic as well.

3. Online Publications

Online newspapers and newsletters are another great way to curate content. Flipboard is a great site. I like Paper.li Users can sign up with Facebook or Twitter. Paper.li allows users to customize newspapers and is a great way to curate content. Users can pull content from multiple sources to create newspapers based on topics. These sources include RSS feeds social networks, lists, hashtags etc… These newspapers celebrate the work of others by mentioning them on social networks in the form of a status update. I have gained a lot of followers this way. There are countless sharing sites out there.

4. Guest Blogging/ Content Syndication

Writing on other blogs is a great way to get your message to a wider audience and it allows the blog owner to curate great content that happens to be yours. This can be a great way to build up a following. Another way to use curate content is to syndicate your content. Content syndication is when your share your blog’s RSS feed with other websites. When you share your RSS feed, your content can be shared to multiple websites simultaneously when you publish on your blog. tumblr offers a widget where you can share a blog on a stand alone website.

These are some content curation strategies you can use to improve your content marketing results. How do you curate content?

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

How to Write & Publish Compelling Content on LinkedIn

How to write a LinkedIn long post that Engages Readers & Builds an Audience

image  via https://i2.wp.com/animoto.com/blog/wp-content/uploads/2014/11/Screen-Shot-

Writing on LinkedIn’s long form post is similar to writing blog posts. Your goal is to engage your readers & build an audience. Let’s explore the features of the LinkedIn publishing platform.

The Structure of the LinkedIn long form 

Title

The platform provides a place for a title.

Tool Bar

Underneath the title, there is a tool bar similar to one you would see in Microsoft word that allows writers to use headings, Bold, Italics, underline, center, bullet points and numerical lists. Users can also use the tool bar to insert links, images, and videos.

Body

Next, is the body of the platform where users can write the body of their content and lastly there is the SEO tags.

SEO Tags/Keywords

A key difference with these tags is that LinkedIn allows users up to three tags or keywords to index the content where traditional blogging platforms offer more. Update Since this writing, LinkedIn now allows users to use more tags similar to other platforms.

Pictures/Images

Users can also upload an image at the top of their post, LinkedIn recommends pictures 700 x 400 pixels look best. LinkedIn also allows users to credit their image source.

Writing on LinkedIn

Now that we have described the inner workings of the LinkedIn long form, let’s describe how to write compelling posts. Now you might be asking what topics should write about?

Popular topics are as follows:

1. Your insights on trends in your industry.

2. Case Studies

3. Topics in the News

4. How to articles that teach readers how to do something.

5. How you learned from failures and adversities.

If you are still unsure what to write about; LinkedIn now uses an algorithm that analyzes previous posts you have written; offering 3 to 4 ideas based on your industry.

The Body of your Post

Once you have chosen your topic you are ready to start writing. You must create a thesis which is the claims that you are making. This should be followed up with three to four paragraphs that prove your thesis, claim and assertion. Paragraphs should be 4 to 6 sentences when possible. Within these paragraphs, you should use headings and  sub headings along with bullet points so your text is easy to read. The text should be visually appealing  to the reader.

In terms, of how long your post should be it is up to you. There is no set length, rather your post should be long enough to prove out your thesis, assertion and claim.

Title

Your title should reflect what the topic that you are writing about while being engaging to readers. Most people just skim the headlines as they are bombarded with content, in other words you have just seconds to catch their attention.

Popular titles include:

1. How to’s,

2. lists ex 7 ways to _______

3 A question.

SEO tags Keywords

Make sure to pick keywords that reflect your topic as you only can use three.

Images

Make sure when you upload an image that it reflects what your post is about.

Video’s/embeds

To enhance your text, you can embed videos and presentations from Slideshare & YouTube. This can be a strategy to re-purpose existing content.  Update LinkedIn has moved the embed menu from the top to inside the body of the post.

Calls to action

Make sure that your posts have a call to action at the end. In other words, what action do you want your reader to take as a result of reading your post.

Sharing

You can share your post in the following ways:

1. On LinkedIn through a status update, your LinkedIn groups & messages.

2. Through the Social Sharing buttons that include LinkedIn, Facebook & Twitter.

3. Through links on Google+, tumblr, WordPress etc…

Also, you want to ask  questions of the reader that encourage them to comment and start a discussion.

This is how to write a LinkedIn long post that engages readers & builds an audience.

What strategies do you use to write a LinkedIn long post that engages your readers & builds your audience?

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the  company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.