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by Paul Watts
Sales Reinvented

Successful Digital Marketing Relies on Relevant + Valuable Content per Steve Benson

Description

Steve Bensen believes that digital selling is important because it’s how buyers are buying. And your best leads—the people most likely to purchase from you—look for answers about your company online. They’re doing searches in Google, researching you, reading reviews, and looking at competitors. You need ads in the right places and content that will satisfy what they’re looking for. You need to provide the answers to their questions while also providing information about your company and what you can do for them. How did Steve achieve that with his business with a focus on digital marketing? Listen to this episode of Sales Reinvented to find out!

Outline of This Episode

  • [1:05] The difference between digital and social selling
  • [2:03] How to improve digital selling capabilities
  • [4:15] Steve’s digital selling strategy
  • [6:14] Attributes + characteristics of a great digital seller
  • [8:08] Tools, techniques, or strategies to improve
  • [9:41] Steve’s digital selling dos and don’ts
  • [13:29] Leveraging LinkedIn learning with relevant content

Steve’s digital marketing strategy

You have to go where your customers are looking for you. Some companies may have a heavy presence on social media. Others may need to focus on writing articles or creating video content. You have to think about, “Where are my customers trying to find out more about this space?”

Steve used to write an article or blog every night before he went to bed. He had a list of ideas that he added to when he thought of something. Your blog, writing for other blogs, and even just being quoted in other publications is huge. Long-form rich content that answers people’s questions is key. Those are assets that continue to yield leads.

Badger Maps makes a mapping tool for field salespeople. Who’s looking for that? Maybe a VP of sales or sales operations. Where are those personas looking online? What questions are they asking? What articles are they interested in reading? Make that content so they’ll find you.

Steve notes that it isn’t the same blueprint for everyone. Steve looks at the top 10 places to create content and general awareness and then builds a strategy for each. What characteristics make for a great salesperson? Listen to hear Steve’s thoughts.

Tools, techniques, and strategies to improve

For digital selling specifically, Steve recommends outsourcing Google ads because it’s so difficult to do well. But Steve emphasizes that content creation and content marketing should be done in-house (whether by someone full-time or part-time). The creation of content—that is valuable and relevant—to feed the SEO machine is best done by someone who specializes in that. But some things are so expertise-driven that they must be outsourced.

Steves’ digital marketing dos and don’ts

What does Steve believe is key to digital marketing success?

  • Be consistent. Keep creating great content regularly (email marketing, blog posts, social media, video, podcasting, etc.). Don’t dabble—commit to doing something and do it. The things that work in marketing compound over time when you’re consistent and in it for the long haul.
  • Specialize. Develop specialized in-house roles. If video content is your strategy, you need someone excellent at creating videos. The same goes for social media marketing and writing blogs.
  • Don’t be boring. Steve believes a lot of digital marketing material can be lame. You need to find a way to create unique value and don’t just regurgitate what’s already out there.
  • Don’t get lost in the noise. Create a niche market that attracts your unique customer profile. Feed them the content they need and want to read/hear/watch. Steve’s podcast is called “Outside Sales Talk” because it’s specifically for outside salespeople and it creates value just for them.

Leveraging LinkedIn learning

Steve loves creating LinkedIn videos. LinkedIn has a learning platform that allows you to create videos that are made available for anyone to watch. It’s one of Steve’s favorite digital marketing strategies. Steve created a video for them geared toward field salespeople. It allowed Steve to create a lot of reach—180,000 people have watched the video and done the training. It was something a lot of people have gotten value from.

People reach out to Steve and engage all the time because of that one piece of content. He created something of value for the niche that purchases his product. Plus, it’s on a platform with extensive reach. Steve emphasizes the importance of creating valuable content and getting it in places your user can find it. If you do that, the word will get out about what you do. To hear more of his thoughts on digital marketing, listen to the whole episode!

Resources & People Mentioned

Connect with Steve Benson

Connect With Paul Watts

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Details

Episode 259

by Paul Watts