523: Producing Content that Drives Conversion and Builds Real Trust w/ Daniel Wallock

ABOUT THIS EPISODE

In this episode we talk to Daniel Wallock, an expert marketer, heart condition survivor, and published author.

Wouldn't it be nice to have severalthought leaders in your industry, Kno and love your brand start a podcast,invite your industries thought leaders to be guess on your show and startreaping the benefits of having a network full of industry. influencerslearn more at sweetfish media, dotcom, spefish media dotcom, your listening to the B Theb Groth showpodcast dedicated to helping B to b executives a chief explosive Gron whenyou're looking for techniques and strategies, tools and resources. You'vecome to the right place. I'm Johnathan Green, I'm James Carburry. Let's get itinto the show. Welcome back to the B to be gross show.Today we were joined by Daniel Wallick. Daniel is an expert marketer, he's aheart, conditioned survivor and he's a published author, Daniel welcomed tothe shell. I drak that I'm excited to be here. It's a pleasure to have you onthe show today today we're actually going to be talking about content thatdrives conversions and real trust. I think it's a very powerful topic wer metalking about today, but before we get into all of that Ny, maybe you can teller listeners a little about yourself and what you've been up to yeah, soI've been doing marketing for a long time now about seven or eight years,but only in the last two years. If I really ran a marketing agency typebusiness, I've worked with about fifty companies all well being a full timestudent in college, which has been pretty crazy and yeah. So I've had the opportunity,tof work with really cool people and companies. Like BMW, I ventures theAmerican Hart Association, Even My College, several Arrence College M.It's been really fun, that's fantastic! I mean! Obviously you have a lot onyour plate, so we we really do appreciate you carton some time out ofyour schedule to to be with us here on the show again talking about this ideathat you need to create content that drives conversions. You know it createsreal trust. We were talking a little bit offline before we started recordinghow I think that this this conversation,...

...we're about to have right now, is veryimportant because everyone is producing continent. No one is a stranger to theconcept that you know. Content is king, but the problem is fo'r reaching thissort of saturation point we're reaching a the point where everyone is creatingcontent, but there's only so many hours in in the day, so creating content isobviously important, but you have to go beyond that. You have to do additionalwork. You have to you have to create content now that is more incightfulmore valuable than ever before. You K W Wer we're also going to be getting intothe evolution of K, study content, but I don't want. I don't want to step onyour toes so so genyou'll take it away. What are we really Goinna e talkingabout today? Yeah? No Jonathan, you really said it right. That's what'sgoing on, I mean what's going on on is people say? Oh, we need to do contentfor our business and they go out and they a lot of people end up, first,hiring someone who doesn't know much about content marketing or they mighthire a content marketing agency. But that's I don't know how common that is,but I guess what I mean to say is you can do content and everyone says it's along term strategy, but it doesn't have to be a long term strategy. You don'twant to publish twenty articles and Seez zerol leads, especially if you'respending five hundred dollars per article hat's, a three thousand wordarticle or whatever. It might be. There's ways to do this, where youbuild real authority and real trust and that's by using things like screencapture video to show them live feed of you. If you're a marking agency, doingyour work or if it's another company, maybe a videotestimonial thatintegrates your content, there's a lot of ways to build trust and I think alot of it has to do with just having transparent content, and I think yeah.It's just been interesting. 'cause. Everyone is pumping out so much stuff,but it's not about quantity or at least for me. I had one piece, a single piece,then I wrote drive me more leads than in the last two years combined a singlearticle, yeah DANL. I don't know how how specific you can get about thisarticle and but like if, if there's any...

...way, we can talk about what it was thatyou did specifically what you think wha. What was the element that that builtthe most trust that built the most th traffic to you know t that created Umsort of these, these real conversions that were that we're talking abouttoday, great yes, so what I'd say about that is that I first want to make acomment on the authority, blogs and press, so I've been featured in almostevery major magazine and I've seen very little traffic from that, probably lessthan five hundred c visitors combined. I've had over thirty four pressplacements and you know less than five hundred visitors. I say that just tothe degree it's not about where your content is going all the time Um. Ofcourse, I've had some of those articles drive a few leades, but when I publishdmy content on a blog, that was with my target audienceand then that content showed my target audience that I probably could solvetheir problem better than anyone in the world. So was a case study it I mean itproduced massive results. There are a lot of companies out there that theybelieve in their service. They believe in their product. They know hey. We ewe've got a solution for you. We can solve your problem, but where would yousay, then you know as they're generating their own content. Where arethey missing their mark? I mean it almost sounds like you're you're,seeing more content. That is, I don't know less authentic or less genuine oryou know. Is there? Is there a different piece of the puzzle thatPeople Are Missing? I don't even know if I'd qualify it this way, but it'smost like you can look at a company's log and say oh they're, just makingcontent because they need to make contact or someone told them thatthat's the thing to do like it. Doesn't look like as Ranfishcan? U Say like itdoesn't look like ten x content. This is not whiteboard Friday, it's justrandom stuff that they had someone spin into an article, yeah yeah or it's notnecessarily random, but it doesn't...

...appeal the way that a key study thatmight have taken three weeks to write and that really looks at solving a massof problem would- and so I think, there's a guy named Denis. U andrecently him and I have been talking a good amount and his content isimpredible and the reason I I was so attracted to speaking with him isbecause his content clearly demonstrated that he was the one tosolve a lot of the things. I had questions about, MHM. Okay, so you knowan Anden, I mean this makes perfect sense. I I agree with with sort ofeverything that you're saying in terms of W whye building authority can drive.Quality leads why you need to create very you know, very specific contentthat again drives real conversions, real trust, and you had even mentioneda little bit earlier in the in. In the interview. Some specific examples youknow C N. can we talk a little about what you meant by these screen capturevideo, some of the some of the techniques that you've seen work, someof the things that we can leave our listeners with at they can go back totheir company and say hey. I think this is what we should be doing with ourcontent moving forward. Yes, I'll leave some names out here, but I I've seensome great success with screech cap for video to show your audience exactlywhat you're doing on the computer live feed, so this works for creative ormarketing agencies really well- and I just started doing this on my owngutube channel, because I've seen it work for some of my friends who haveagencies and the reason is you can't really lie about what's on the screen,and it's also just so genuine to be going through and showing people the adresults, whatever it might be, it doesn't have to be in the marketing orcreative agency space. It could even be you having a dialogue with a client andthen asking the client if you could tweed about it and showing youimpressing them in the customer service of something like that. You know, Ithink, there's a lot of ways to do things that are creative, that are alittle bit beyond what people see is quote business appropriate, but thatwill actually build genuine...

...relationships H so, for example, on myface book. So at the end of the episode I'll, probably plug my facebook,because I'm getting more leads through my face book than any of the otherchannels right now, yeah and I have actually- I actually was talking tosomeone that we've had on the show John Ferara, who had given me some adviceafter the show Wewere we were just we were just sort of wrapping and he askedme about my my twitter account and so for my my toiter account. Sometimes Ipay attention to it. I don't pay as much attention to it as as other thingsin my life, there's only so many hours in the day, but he had said one of hispieces of advice was, you know, put out content, put out information tweedabout things that are relevant and personal in your life. You know peopleare going, that's going to resignate with people they're going to see whoyou are they're going to see the genuineness it doesn't always have tobe. You know hey check out this, this piece of content that we created forbusiness. It C. You know it can be more personal and I feel like you're sort oftapping into this idea that you can. You can be more personal inbusiness these days, but but I think, there's also some pushback. I thinkpeople might say you know there they're still as this. I don't know what theword I'm looking for a delineation between your personal life and yourbusiness life. But are you saying that thou that that line is blurred now oris there still a line? I think it really justepends on the size companyyou're in and what you're doing there, but for people in smaller companies ormidsize companies and I'd, say, let's just qualify that let's say under fivemillion dollars a year or in my case, a lot of the clients I work with arebetween one to three million annual recerring revenue and Um. You know, I think, in that space,there's a lot more room to be personal, because you are maintainingrelationships and that's part of being a brand. What I would also say is thosepeople who you are interacting with are...

...not just leads they're people and theydo have emotional lives. I don't want to name the company wit O at one ofthese fortune, five hundred brands. I developed a really close relationshipwith one of the employees there and he became a mentor for me and I stayed onjust because I enjoyed spending time with him and you know it comes down toa relationships, a lot of it. A side. Little tip I want to give is if you areusing twitter or you are using facebook for your business. What I started doingis, I run twitter ads to all my followers for a few dollars a day hearthat a few dollars, but they keep seeing my face and seeing my positivetweats. So they all remember I exist and when they have somebody who needsmarketing work and they keep seeing me every day, those impressions I meanit's just really good to repeat that image yeah and it's always it's alwaysgreat- to see a embarketer or a marketing company that sort of putsinto practice the the same techniques that they use for their clients,because it's sort of, like you say t it shows this transparency. It almostshows that hey, I'm putting my money where my mouth is, I'm using the samethings for for you, because that I use for myself, because I know that itworks. That's exactly it and that's why I think it's so impressive when a brandor a company show cases something that shows them using their service or showsthem solving a problem. They have at least in the creative or marketingagency side. It's something that's easier to do, or actually I wouldn't even say that,because I don't see a lot of marketing companies doing any marketing or likepublic branding and things like that. But when you do invest in that and showthat you believe in it, I mean it's going to be a lot easier to convincesomeone else to do it yeah. I. I think it really relates back to your yourpoint of of real transparency, and you know you'd mention sort of these screencapture videos you had mentioned screen shots of advertising campaigns havingvideotestimonial other things that...

...demonstrate real transparency before welet you go today. was there anything that we didn't get a chance to cover orany pieces of advice? You want to leave our listeners with Ye if you're alreadynot doing it, look into building case studies and look into even if it'shaving your current clients do videotestimonials and then feeding themcheer, twinter audience whatever it might be. Do Things of trial in our ARA,you really can like you, can go out and spend fifteen dollars on that twitter,video and get it seen by five hundred people, a thousand people or more thanthat, probably a lot more than that. But the idea is, you can reach thesepeople who are already watching you for a very little amount of money andsomething here's another side thing. I H I served ads when I made theHuppington post about seven months ago and I served them to all my clients andpass clients and that brought in a ton of new revenue which is crazy. Theactual press didn't bring in new leads like new revenue from that, but mycurrent clients renewed contracts or got past one's gone in touch with me.Yeah, that's great, that's great it' and I think it's a great takeawayDaniel. I do really appreciate your authenticity that you've brought hereon the show today, if any of our listeners are interested in connectingwith you learning more about this idea that you know you need content thatdrives conversions and real trust. What's the best way for them to goabout doing that, yeah so, like I said, I'm really digging social right now, soyou can tweep me at Daniel Wallick. You can also facebook me just typing myname, Daniel Wallack, and it's and it's all the same. Like you said, you'resort of you've got you've, got your your business life and your personallife, but there'sthere's less of a D distinction. There you're really you're,just being very honest, B, being very transparent with everyone out there,I'm doing my best yea. Well, that's Fatastic, DN YOU'LL! Thank you! So muchfor your time today, Etewas a pleasure having you on the shel. Of course thankyou to ensure that you never miss anepisode of the BBE growth show subscribe to the show in Itunes or yourfavorite pot gas player. This guarantees that every episode will getdelivered directly to your device. If...

...you are someone you know would be anincredible guess for the be to be Groshel. Email me at Jonathan thatsweetfish media Dotcom, let us know we love connecting, would be to beexecutives and we love sharing their wisdom and perspective with ouraudience. Thank you so much for listening until next time.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1600)