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 several thought 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 the benefits of having a network full of industry influencers? Learn more at sweet phish MEDIACOM. You're listening to the B to be growth show, a podcast dedicated to helping be to be executives achieve explosive growth. What you're looking for techniques and strategies or tools and resources? You've come to the right place. I'm Jonathan Green and I'm James Carberry. Let's get it into the show. Welcome back 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 new agency called growth assembly. This is this is also his second time appearing on the B to be gross show, so we are thrilled to have Simon here joining us, actually from Australia today, which is fantastic. Simon, welcome back to the show. Thank you very much for having me back. Jonathan, glad today here and well, it's great to have you back. We had a we had a great time on your on your previous episode, that was episode five hundred and five, I think, which is how to actually convert your readers with content. So I encourage everyone to check that out if you haven't had a chance to. Today we are going to be talking about this very cool more idea very near and dear to my own heart, since we've been doing this show for almost two years. But today's topic is sort of inbound Le Gen, but without the long, slow build up. So I definitely know about the long slow build up two years of doing a daily show. Yeah, that is that is a that is a process. So I'm excited to talk to you today about this idea of leveraging the concept of borrowing an audience. We're going to get into all that, but before we do, 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 of work 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 we add, you know, really good relationships with that. We're asking us, what are you guys doing to generate lates, because we're both sort of agencies and we both in the beatabase space. So you would talk shop and we said, you know, we're doing this, that and the other, and it came down to two three main things that we're doing, one of which we're going to talk about today. But eventually got to a point with some 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 more and more and we were just going to incorporate that as part of our offering with content kite. But as we sort of move further down the road with it, it became more apparent that it would just make more sense to separate that 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 Simon we're sort of laying down the some some groundwork. Explain to our listeners who are tuning in why they should be listening to you about this idea of inbound Lee 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 or you've, you know, like started generating in bent leads yourself, you'll know that it's generally not a very fast process. It's, you know, like you create content, whether that be when your blog or podcast or youtube channel, whatever it may be, and maybe...

...after three, six, twelve months you start getting some some in boundary interest. Yeah, that's that's generally how it works. It maybe you've got it a bit quicker than that, and I 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 time or money to to create content should absolutely be doing it. But a lot of companies don't and you know, even if they do, there's there's still this other way of doing it. You know, I won't help the suspense for too long, which can start generating in bound leads quite quickly and at the 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 in bound. Lead generation revolves around creating content and building your own audience and people coming to, you know, here read your content. Borrowing an audience is simply putting yourself in front of someone else's audience who has already done that leg work for you. So, in a very Meta sense, this is actually kind 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 and he'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't give a ton of value to that audience, like it's not going to read any benefit whatsoever if I sit here and just, you know, sell my wares and, you know, talk about myself and and don't provide any real value. So you know it, it's I like to think it's a windwin forever on. You know, I give away as much content as I possibly can in a fifty minute period. You...

...get some free content, the listeners get the content also and you know, potentially I'll get some inquiries out of it, and that's sort of the the concept in a nutshell. So that's just 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 a bit of a delicate balancing act because, you know, do you have to be producing valuable content? My cohost James and I, we joke back and forth all the time. You know that we're able to get fantastic, really intelligent, dynamic guests on the show. You know we've got an audience. They're coming on and providing content, which is great. But then, you know, we always joke that. Well, you know, you get to a point where you can you find yourself in a group and everyone is it's just kind of sharing each other's content and patting themselves on the back and it just kind of becomes this. You know, it's well, I don't know how to put this without coming across the incredibly crass, but basically everyone is just 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're just all self congratulating, you know. Yeah, that's it. And I mean the beauty of it is like, thankfully, the beauty of it is like, I'm going to get nothing out of this if I was to just come on and do that and just talk about myself, because, I mean, yeah, it really only works if I provide some really good value to the audience and, you know, show that I'm an expert and I can do x, y Zaid. Yeah, and I think that's the and that's the right mentality to have. Is Is this idea, this is something that 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 Simon Thompson on to talk about how Great Simon Thompson is and everything that Simon Thompson can 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 value out of beyond just work with Simon. You know there's there's lessons and takeaways to be had that everyone can use just by virtue of having listened to the show. So that's always something that we have sort of at the forefront of our 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 can be a fantastic thing to you to borrow an audience. But let's sort of okay, let's see in to to your next point, and I've got a few bullet points here in front of me. Is actually then, how to get in 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 might do a public speaking Gig, so someone else is putting an event on you go 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 popular one 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. But regardless of which way you want to borrow an audience, there's generally a pretty defined 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 with someone 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 to your audience about x y zed. What do you think? And if it is 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 a relationship at all. But it's definitely doable...

...and, and here's why. You know better than anyone that creating content as consistently easy do, especially for a daily show like that, is a lot of work. And you know there are services out there that charge a lot of money to bring guests on to a show. Right it's it's a job that's worth paying money for. So you've got a big job to do in terms of putting content in front of your audience. If I can come to you and say, Jonathan, here's my background, I could talk about x, Y zed. I think all of these 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 just laying out a show in front of me. All I have to do is say yes and get on the phone, then I'm assuming here, but tell me if I'm wrong. Then that may sound appealing to you, as long as the content that I'm going to talk about to your audience is going to be good. Oh, let's less word for me. Yeah, all right, same, Ye for that time. That's it's so yeah, I mean that that pitch can come in the form of an email or phone call or whatever it may be. But whether you're trying to get a public speaking gig or get on a podcast or whatever it may be, you know, it's all about just making the audience owners life as easy as possible and if you can 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, personally the path of least resistance. So that's perfect and I mean I'm it's funny how self referential. This episode is because I'm I'm really looking at the you know, the the one sheet you sent over with, Hey, here's a list of topics that you know have been on my mind and things I've been working with. You know, how do these sound for episodes? Boom, boom, boom, breakdown. Okay, how to get in front of any audience. Talked about it. Next, what to do then, once you're in front of that audience? HMM. Yeah, we kind of touched on this before and in a very overarching sense,...

...it's just give as much value as humanly possible. So, like I said, it really just doesn't work if you come on to a show, will get in front of an audience and you just start talking about what you do, because no one really cares until you've given them something of value. So if you think about just about any 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 to establish trust with that person before you start doing that, and the best way to do that is to give them some free stuff, which establishes that you're able to provide value. So if you demonstrate that you can provide value for free, then it goes to follow that you could potentially provide a lot more value 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 of the 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 so you'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 was important, so I'm just going to go back to that, if that's all right. But this comes up with the clients that we do consulting with on this 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 it is, which often gets pushed back, and for good reason, because if you're giving away too much knowledge, you may think that you know you're giving away too much, that person's just going to take that information and run with it. But more often than not it's more about just showing that you're the expert 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 to outsource that to to the expert, and you're the person WHO's taught them how to do it, so they see you as the person who knows how to do it. So in a roundabout way it's give away more information than you are comfortable with giving away because if you underdo it, it's just not going to work. Yeah, and you're building credibility, you're building that that relationship and you're building that trust. So all of that makes makes sense conceptually once you know, when you're actually faced with it your person all yourself in real time, you do. I think it's not surprising that there is you and you've seen some some pushback like well, no, I mean you know this is 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 when you are faced with it, you know personally in real life. But I think you're one hundred percent on the money. I Doan Yeah, obviously there's limits to it. If you have some intellectual property, that's super secret or whatever, 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 next question of so you know you're in front of the audience, you talk value as 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 come on 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. So the 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 of more value that I can offer to the audience that will in exchange, I get the email address and just the ability to continue a relationship, and that relationship is furthermore, going to be value...

...driven. You know, if someone was to sign up to my email list or, you know, subscribe to my Youtube Channel, whatever it may be, after this episode, I'm not just going to go straight into a pitch. I'm going to provide more value and just 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 and you'll just find more value there and you can take that information and run with it. 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 and lead bank. That is a great way to do that perfect well. And, Simon, it's always a pleasure, of course, having you on the show. You know, you know your stuff, you know what you're time about. 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 link we'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 anyone in our audience is interested in connecting with you after today's episode finding out a little bit more about growth assembly, what's the best way for them to go by doing that? Yeah, sure, I mean I'd reiterate the point you just made of the importance of a value first mindset. You know, like this takes everyone a while to come around to it. Certainly took took me a while, but yeah, I just think you should give away much more than 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 training series on late generation, in bound being one component of that, and so if you'd like to sign up for that, go to growth assemblycom forward slash bay to bait growth. Fantastic and again...

...will include that link in the show notes. 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 have you back on the show again soon. Oh some thanks so much for having me, Jonathan. Appreciate it. To ensure that you never miss an episode of the B Tob Growth Show. Subscribe to the show and Itunes or your favorite podcast player. This guarantees that every episode will get delivered directly to your device. If you or someone you know would be an incredible guest for the B tob growth show, email me at Jonathan at sweet fish mediacom let us know. We love connecting with be to be executives and we love sharing their wisdom and perspective with our audience. Thank you so much for listening. Until next time,.

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