573: Inbound Lead Gen Without the Long, Slow Build-Up w/ Simon Thompson

ABOUT THIS EPISODE

In this episode we once again get to talk to Simon Thompson, Founder of Content Kite and Growth Assembly.

Wouldn't it be nice to have severalthought leaders in your industry know and Love Your brand? Start a podcast,invite your industries thought leaders to be guests on your show and start reaping thebenefits of having a network full of industry influencers? Learn more at sweet phishMEDIACOM. You're listening to the B to be growth show, a podcast dedicatedto helping be to be executives achieve explosive growth. What you're looking for techniquesand strategies or tools and resources? You've come to the right place. I'mJonathan Green and I'm James Carberry. Let's get it into the show. Welcomeback to the be to be growth show. Today we are joined by Simon Thompson. Simon is the founder of content kite. He also has a newagency called growth assembly. This is this is also his second time appearing onthe B to be gross show, so we are thrilled to have Simon herejoining us, actually from Australia today, which is fantastic. Simon, welcomeback to the show. Thank you very much for having me back. Jonathan, glad today here and well, it's great to have you back. Wehad a we had a great time on your on your previous episode, thatwas episode five hundred and five, I think, which is how to actuallyconvert your readers with content. So I encourage everyone to check that out ifyou haven't had a chance to. Today we are going to be talking aboutthis very cool more idea very near and dear to my own heart, sincewe've been doing this show for almost two years. But today's topic is sortof inbound Le Gen, but without the long, slow build up. SoI definitely know about the long slow build up two years of doing a dailyshow. Yeah, that is that is a that is a process. SoI'm excited to talk to you today about this idea of leveraging the concept ofborrowing an audience. We're going to get into all that, but before wedo, let's talk some them in real quick about this new agency of Yours, growth assembly, and what you and...

...your team are up to. Yeah, awesome. So it's a growth assembly came, as a will, philly, organically out of our first agency content kit. So, for context,content cards of content marketing agency, and we were actually doing a lot ofwork with what predominantly Beta be brands, so like like APP development companies,web development companies, that kind of thing, and for the the companies that weadd, you know, really good relationships with that. We're asking us, what are you guys doing to generate lates, because we're both sort ofagencies and we both in the beatabase space. So you would talk shop and wesaid, you know, we're doing this, that and the other,and it came down to two three main things that we're doing, one ofwhich we're going to talk about today. But eventually got to a point withsome of those clients that we had with content kite where they were like,that sounds cool. Do Do you think you could help us out with that? And we said Yeah, sure, and and that started to happen moreand more and we were just going to incorporate that as part of our offeringwith content kite. But as we sort of move further down the road withit, it became more apparent that it would just make more sense to separatethat as a new brand, and so that's where growth assembly came from.So we're a baby lead generation agency. Awesome, that's fantastic. So Simonwe're sort of laying down the some some groundwork. Explain to our listeners whoare tuning in why they should be listening to you about this idea of inboundLee generation without the long, slow build up. So Simon Take it away. where. What are we talking about here today? Yeah, for sure. So if you've done a bit of reading on in bound lead generation oryou've, you know, like started generating in bent leads yourself, you'll knowthat it's generally not a very fast process. It's, you know, like youcreate content, whether that be when your blog or podcast or youtube channel, whatever it may be, and maybe...

...after three, six, twelve monthsyou start getting some some in boundary interest. Yeah, that's that's generally how itworks. It maybe you've got it a bit quicker than that, andI wouldn't say that that's a bad idea. I wouldn't say stop doing that.In fact, I would say every company that has the resources or timeor money to to create content should absolutely be doing it. But a lotof companies don't and you know, even if they do, there's there's stillthis other way of doing it. You know, I won't help the suspensefor too long, which can start generating in bound leads quite quickly and atthe same time it builds your own audience for when you do start creating content. So by leveraging this concept of borrowing an audience, so we're most inbound. Lead generation revolves around creating content and building your own audience and peoplecoming to, you know, here read your content. Borrowing an audience issimply putting yourself in front of someone else's audience who has already done that legwork for you. So, in a very Meta sense, this is actuallykind of what I'm doing right now. I'm borrowing the datab growth audience,which, you know, like at first can sound like, you know,like Simon's a you know, being manipulative here and he's just, you know, using all of Jonathan's hard work to get in front of the audience andhe's ripping all the benefits. But I mean, I'll be all right.That's all the time we have here on. Thanks so much for joining us now. Just but I mean, this really does not work if you don'tgive a ton of value to that audience, like it's not going to read anybenefit whatsoever if I sit here and just, you know, sell mywares and, you know, talk about myself and and don't provide any realvalue. So you know it, it's I like to think it's a windwinforever on. You know, I give away as much content as I possiblycan in a fifty minute period. You...

...get some free content, the listenersget the content also and you know, potentially I'll get some inquiries out ofit, and that's sort of the the concept in a nutshell. So that'sjust placing yourself in front of someone's audience. Yeah, and and it is.You've sort of alluded to it. If that, it can be abit of a delicate balancing act because, you know, do you have tobe producing valuable content? My cohost James and I, we joke back andforth all the time. You know that we're able to get fantastic, reallyintelligent, dynamic guests on the show. You know we've got an audience.They're coming on and providing content, which is great. But then, youknow, we always joke that. Well, you know, you get to apoint where you can you find yourself in a group and everyone is it'sjust kind of sharing each other's content and patting themselves on the back and itjust kind of becomes this. You know, it's well, I don't know howto put this without coming across the incredibly crass, but basically everyone isjust patting themselves on the back and nothing is actually getting generated. No,no, no quality content is being created. There's no value being added when you'rejust all self congratulating, you know. Yeah, that's it. And Imean the beauty of it is like, thankfully, the beauty of it islike, I'm going to get nothing out of this if I was tojust come on and do that and just talk about myself, because, Imean, yeah, it really only works if I provide some really good valueto the audience and, you know, show that I'm an expert and Ican do x, y Zaid. Yeah, and I think that's the and that'sthe right mentality to have. Is Is this idea, this is somethingthat that James Speaks on frequently, is this idea of adding value first,and it's you know, we're not, you know, we're not bringing SimonThompson on to talk about how Great Simon Thompson is and everything that Simon Thompsoncan do for you or you know,...

...we're here providing lessons, you know, valuable information, a resource that that hopefully our listeners are actually getting valueout of beyond just work with Simon. You know there's there's lessons and takeawaysto be had that everyone can use just by virtue of having listened to theshow. So that's always something that we have sort of at the forefront ofour minds. Add value first and I so I think you get it.I'm sure that our I'm sure that our listeners get it, and it canbe a fantastic thing to you to borrow an audience. But let's sort ofokay, let's see in to to your next point, and I've got afew bullet points here in front of me. Is actually then, how to getin front of any audience. What does that look like? Yeah,so just first of all, there's plenty of ways you can do this.So in this scenario we're talking in the context of going on someone else's podcast. That's a really great way to do it. It's my personal favorite,but I mean there's plenty of other ways to do it. So you mightdo a public speaking Gig, so someone else is putting an event on yougo and speak in front of that audience that they've already organized to be there. You could do something like a co Webinar, I guess the most popularone in the world at the moment would be guessed posting, which is,you know, just like putting your text content on someone else's blog. Butregardless of which way you want to borrow an audience, there's generally a prettydefined way of how you get in front of them. So the best,the best way to do it is if you have a pre existing relationship withsomeone who already has an audience, and that way you can, you know, start going into how I've got this idea of what I could talk toyour audience about x y zed. What do you think? And if itis relevant for that person's audience, there's no reason to say no where.You know, can get a bit fifty fifty years if you don't have arelationship at all. But it's definitely doable...

...and, and here's why. Youknow better than anyone that creating content as consistently easy do, especially for adaily show like that, is a lot of work. And you know thereare services out there that charge a lot of money to bring guests on toa show. Right it's it's a job that's worth paying money for. Soyou've got a big job to do in terms of putting content in front ofyour audience. If I can come to you and say, Jonathan, here'smy background, I could talk about x, Y zed. I think all ofthese topics would be valuable to your audience, based on what I know. What do you think? If you read that and say this guy's justlaying out a show in front of me. All I have to do is sayyes and get on the phone, then I'm assuming here, but tellme if I'm wrong. Then that may sound appealing to you, as longas the content that I'm going to talk about to your audience is going tobe good. Oh, let's less word for me. Yeah, all right, same, Ye for that time. That's it's so yeah, I meanthat that pitch can come in the form of an email or phone call orwhatever it may be. But whether you're trying to get a public speaking gigor get on a podcast or whatever it may be, you know, it'sall about just making the audience owners life as easy as possible and if youcan just show that you've got good content and and make it easy for them, that's that's the key to it. Yeah, give give that, personallythe path of least resistance. So that's perfect and I mean I'm it's funnyhow self referential. This episode is because I'm I'm really looking at the youknow, the the one sheet you sent over with, Hey, here's alist of topics that you know have been on my mind and things I've beenworking with. You know, how do these sound for episodes? Boom,boom, boom, breakdown. Okay, how to get in front of anyaudience. Talked about it. Next, what to do then, once you'rein front of that audience? HMM. Yeah, we kind of touched onthis before and in a very overarching sense,...

...it's just give as much value ashumanly possible. So, like I said, it really just doesn't workif you come on to a show, will get in front of an audienceand you just start talking about what you do, because no one really caresuntil you've given them something of value. So if you think about just aboutany purchase that you may have made, you know like that's high tike it, or services or consulting or anything like that. Use like you need toestablish trust with that person before you start doing that, and the best wayto do that is to give them some free stuff, which establishes that you'reable to provide value. So if you demonstrate that you can provide value forfree, then it goes to follow that you could potentially provide a lot morevalue for a dollar amount. So that's sort of the crux of it.Just put as much value as you can demonstrate that you're able to provide value. Yep, that's perfect. And sort of then this the last piece ofthe equation. You know, you're trying to work on that inbound lead generation, and so that is comes down to setting up some sort of mechanism soyou're actually bringing a portion of that audience into your own audience. Yes,I did just forget something on the last question, which which I thought wasimportant, so I'm just going to go back to that, if that's allright. But this comes up with the clients that we do consulting with onthis particular topic. So our rule of thumb is just give away the house, and that maybe something like you give away your secret source, whatever itis, which often gets pushed back, and for good reason, because ifyou're giving away too much knowledge, you may think that you know you're givingaway too much, that person's just going to take that information and run withit. But more often than not it's more about just showing that you're theexpert and if that person wants to take...

...that information and run with it,they can. More often than not it doesn't happen. They would prefer tooutsource that to to the expert, and you're the person WHO's taught them howto do it, so they see you as the person who knows how todo it. So in a roundabout way it's give away more information than youare comfortable with giving away because if you underdo it, it's just not goingto work. Yeah, and you're building credibility, you're building that that relationshipand you're building that trust. So all of that makes makes sense conceptually onceyou know, when you're actually faced with it your person all yourself in realtime, you do. I think it's not surprising that there is you andyou've seen some some pushback like well, no, I mean you know thisis we've spent years developing this. Why am I just, you know,giving away the process? But so it can do a little bit counterintuitive whenyou are faced with it, you know personally in real life. But Ithink you're one hundred percent on the money. I Doan Yeah, obviously there's limitsto it. If you have some intellectual property, that's super secret orwhatever, like. You know, don't go that far, but no one, no one is giving away the Coca Cola seeker recipe anything like that.That's it. That's it. But bit to go intee. You the nextquestion of so you know you're in front of the audience, you talk valueas much as you possibly can and then you need to create a next step, because and next step isn't going to really work if I was to comeon here and they're like yeah, give me a call and let's work together. We're not there yet. We're not quite there in the relationship. Sothe next step is generally to set up this mechanism of a lead magnet,which many of the listeners may be familiar with, but it's just something ofmore value that I can offer to the audience that will in exchange, Iget the email address and just the ability to continue a relationship, and thatrelationship is furthermore, going to be value...

...driven. You know, if someonewas to sign up to my email list or, you know, subscribe tomy Youtube Channel, whatever it may be, after this episode, I'm not justgoing to go straight into a pitch. I'm going to provide more value andjust give, give give, give, give, so the next step,I'm going to say at this end of this show, you know,everyone should go to growth assemblycom forward, slash, bet a big growth andyou'll just find more value there and you can take that information and run withit. I'm not saying anyone has to work with me in exchange for that, but it's important to just give yourself the opportunity to continue the relationship andlead bank. That is a great way to do that perfect well. And, Simon, it's always a pleasure, of course, having you on theshow. You know, you know your stuff, you know what you're timeabout. Your Well Spoken, your you've kind of got this value first mentality, which is which is fantastic. Simon, you and you had mentioned the linkwe're going to we're going to get that included in the show notes.Anything else you want to say either about that? Lank where, if anyonein our audience is interested in connecting with you after today's episode finding out alittle bit more about growth assembly, what's the best way for them to goby doing that? Yeah, sure, I mean I'd reiterate the point youjust made of the importance of a value first mindset. You know, likethis takes everyone a while to come around to it. Certainly took took mea while, but yeah, I just think you should give away much morethan you're comfortable with. At first. It will be yeah, well,it'll be uncomfortable at first, but it will get easier and easier and easy, and I think if everyone did that, the world, well the Business Weld, would be a much better place. gave away as much as possible.So lating them from that, growth assembly has a three pop video trainingseries on late generation, in bound being one component of that, and soif you'd like to sign up for that, go to growth assemblycom forward slash bayto bait growth. Fantastic and again...

...will include that link in the shownotes. We've again been talking to Simon Thompson, skyping in from Australia,which is fantastic. This is my this is the tail end of my day, last interview of the day, but you're just getting your day started,Simon, so have a fantastic rest of your day and we hope to haveyou back on the show again soon. Oh some thanks so much for havingme, Jonathan. Appreciate it. To ensure that you never miss an episodeof the B Tob Growth Show. Subscribe to the show and Itunes or yourfavorite podcast player. This guarantees that every episode will get delivered directly to yourdevice. If you or someone you know would be an incredible guest for theB tob growth show, email me at Jonathan at sweet fish mediacom let usknow. We love connecting with be to be executives and we love sharing theirwisdom and perspective with our audience. Thank you so much for listening. Untilnext time,.

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