591: 6 Ways to Build a Prospecting Engine That Runs 24/7 w/ Rian Lanigan

ABOUT THIS EPISODE

In this episode we talk to Rian Lanigan, Marketing Manager at Sandler Training.

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 fishMediacom. You're listening to the B tob growth show, podcast dedicated to helpingbe to be executives achieve explosive growth. What you're looking for techniques and strategiesor tools and resources? You've come to the right place. I'm Jonathan Green, I'm James Carberry. Let's get it into the show. Welcome back tothe baby growth show. We are here today with Ryan land again. Heis the marketing manager for Sandler Training. Ryan, how you doing today?I'm doing awesome, James, tell you, I am fantastic. So, so, ran, we're going to be talking about how to build a prospectingengine that runs seven but before we get into that, tell us a littlebit about you know, what you're up to. A Sandler training. SoI work with a couple of summer franchises across the UK and islands. Mymain goal is to increase the engagement for the clients I work with, sothat they could stay in front of prospects when they're not physically in front ofthem. Got It. I love it. I love it, and you've gotsix different strategies that we're going to be talking about today for this,you know, building this prospecting engine, and so it's a lot of contentto cover. So actually, before we jump right in, Ryan give usjust a little bit of context as to what these six strategies are and thenat a high level and then we'll jump into it. Cool. Sure.So the numbers of followers and connections you have are meaningless, and that maya noise of people listing here, but what I really mean by that isthe real questions you have to ask yourself. Is the right people looking at yourcontent? I learned lots of those people, and are they engaging?And anybody can buy you out connection requests...

...on the go. So I supposethat might talk here is a number of my clients. Numbers kind of speakfor themselves. So I'm going to share six tactics of how you can createa prospect agent that runs some for you. A lot that. So this firsttactic, you call it list of legends. Explain this one to us. Yes, so list of legends. If you can get a you canget people with a huge number of followers to share your content, then alarge number of people are going to see your content. And the number oneway to get people to share your content is simple. If you stroke threeEGO, they'll share your content. So what I've done is I have builtlists. So the top Tel ten sales all theres and apply this your ownindustry, but the top ten sales authors to follow on Linkedin. I'll builda list of the top nine and then include my client and and then eightout of the ten sales all others would share my blog, or seven ofthe ten salespers to share my blog. And then over the next three,four to thirty six hours I've Seen My Clients Prof Hall Increase By ten,twenty percent. One clocks. I work with his he got a thousand ofthe two connection request the next day. Holy Cow. Yet, whoever,I do want to make a point that this is only good for a boastif you're constantly including people in lists and it's no good. So I wouldI would use it with caution. I don't like Shady Americters and I doother people whose spam. So make sure using it for a right reasons.Got It. Got It. And so when you when you did that,Ryan this top ten list, with this list coming from you, or wasit coming from your client? Because I don't know how I feel about peoplecreating top one hundred lists or top ten less and then including themselves in it. It just feels a little weird to me. What are your thoughts onthat? I'm completely with your not now you have to be careful. Somelists you don't fit into. So I will go and create top ten twitterlist or the top twenty twitter lists and sales authors and Youtube channels and youkind of clude yourself if you're number sixty four that that doesn't feel right.So include list that you're able to fit...

...yourself into, whether that be thetop ten sales authors in North America or the top ten sales authors in theUK. Don't be shady to people. One thing that I've thought about indoing this because I've seen the effectiveness of what those list posts can do.They got a post on linkedin that got like three hundredzero views when I sharedthe top ten personal brands, but I didn't put myself on that list.And I was thinking like you could. Obviously, you know, if it'sgoing to be an article, you can mention yourself in the introduction and sayhey, you know I put I put list like these together. You know, often here's my linked in profile, follow me here, here's the listof the top ten or whatever. So not actually including yourself in the list, but making sure that people know how they can. You know how theycan follow you. So exactly just one way that I've thought about doing it. But but in your case, I was just wondering if you were theone actually writing the post and you put your client in there, obviously peoplewouldn't know necessarily that he was your client. They would just think, you know, it's one of the one of the ten guys on the list.So that was that was my reason for asking that. Yeah, and onlyif my client fits into the list. I would never be shady in thatsense. And then I build a list over time through putting out questions onlink to myself, say you, what's your favorite podcast listen to? Whatyour favorite alms book to meet and then looking up other articles from host spotand I like, and then kind of collecting a lot of data. GotIt awesome. So this next tactic we're going to talk about, Ryan,is doggy treats. Explain this one to us. So yeah, funny namein dug you cheese is another way to a create engagement on your post.So the way I like to do it isn't different steps you will. Imight. I might get an infographic or PDF that provides value of, let'ssay too three biggest sale mistakes. And whether we keep picking sales is becausea lot of my clients are in the sales industry. So what I'll dois I'll put up an enticing title like three big as sales mistakes you shouldnever make, and then I'll give them...

...the bullet point, bullet point one, two or three, which is some of the content but not all ofit. And if they want to see a more detailed version of it,I'll give them a Pedia, the PDF or the intrograph. They have tocomment yes below, and what commenting yes below doses in. It works wellwith the Algorithm on Linkedin. You get a point for every like you get. You get two points for every comment and three points for every share.So if you can encourage people to comment rather than just like it, ithelps the liget linkedin algorithm and one of my rostive recent post we've done onthis. We had any hundred and fifty one comments. Well, so ifyou can do this on a specific topic that you maybe doing a future Webinaron or a future boot camp or event on, you can you then knowthat anybody who downloads or wants to download this specific infrograph is interested in thattopic. So you can run a Webinar and then, yeah, follow upwith a message say hey, John, I saw that you you wanted mypdf. Here it is, by the way, of running a Webinar acouple of weeks on this specific topic where I dwelt more into a p ANDC. I love that. I did that probably a few months ago now,and we had it was about topics that you can write about on Linkedin andI, you know, got said it, six hundred and ninety two people tocomment and say yes, I will, you know, I want the PDF. And so I told people that if we get to a hundred comments, I'll put the PDF together and I'll put it on the post. Andso my sister and I went through, you know, obviously six hundred andninety two. So we obliterated our goal and we applied to every single comment. Said Hey, here's the PDF. But my strategy was a little differentand I was a little disappointed in the results because in that PDF I putin there, Hey, if you're interested in, you know, one onone coaching in getting your linkedin content to the next level, you know,email me. And of those six hundred ninety two people, I only gottwo people to email me. Neither one of them were qualified to buy ouryou know, that that particular coaching service that we were selling. And soI like you what you just said about you know, they they get thePDF and then you put them into another...

...kind of free opportunity to learn morethrough that Webinar. So that there's just an interesting take. You did itdifferently than me and I'm sure you selp better results is as a result ofit. What was do you remember the conversion on how many people signed upfor the Webinar? Yeah, the goal was to get a hold of peopleto send up to other and we got just over two hundred people to sendup to us. I love it. That's it. That's a great that'sa great idea. Okay. So, so, Ryan, these are fantastic. This next one you call cross dressing. Explain this one. So Cross risingis similar to one I've just spoken about. So when you give someof the duggy cheek, you funnel up to promote another chunnel. So sometimespeople find it very hard to they may be doing well and Linkedin, butthey find it hard to promote their facebook or their their youtube channels. Sowhat I've done is essentially the same as last time, and seven the doggytreet. I give out the PDF for the infographer give some value when peoplecomment yes, and then message them. Here's the PDF. The three biggersins, mistakes. PS. By the way, you may also be interestedin following my youtube channel where I where I share similar content or PS.You may also be interested in joining my private facebook group where I share weeklysales tips. So it's promoting other platforms the same time. I love it. I love it all right. So we've talked about list of legends,doggy treats, cross dressing. Let's talk about double dipping. Double diving isanother great one to get more use at the time you've invested. So doyou take your podcast, for example? You'll record this, you'll added it, you'll put it out and you'll put it out your onorso linked in andother social platforms, and then there will be an initial download that may pickup a hunter, a couple thousand downloads in this podcast. However, intwo or three weeks time, if you were to turn this podcast into ablog and then put it in the form of a blog, not in everyonewill be listening to podcast on the way to work. They may prefer toread blogs, at the Bey prefer to watch videos. So what I dowith our podcasts, are our blogs, is promote the bloggers normal and thenthe two weeks time I'll turn it into a turn it into a podcast andpushing it as a podcast, and then...

...a week later I'll turn it intoa short video and pushing as a short video, so that I'm getting threetimes the use for the time I've invested. Yep, we are lovers of repurposeand content around here, so totally get that one. This this fifthone, Ryan, is titles. This is something I am incredibly passionate about, but I'll let you take it from here. Talk to us about theimportance of titles. Titles are incredibly important. Essentially all of the other for keypoints I've shared our meetings and worthless without titles. If you can't getsome of the click onto your content, then they're never going to get valuefrom it. So I'll have an example here. I crossed my fingers hopingthat it works well and all the audience are saying the same letter at theend. So if I was to give you two titles here, A andB, and then I hope everyone chooses be, and that just gives youan example of a good title on the Mediocre Title. So title a wouldbe enterprise setting with Reine Lanigan. Title B would be the secret to creatingand growing ledge enterprise accounts with Real Lunigan. If you, as an audience,I listen, what would you choose? A or be? Personally, Ithink be. It entices me more into an unlike feel I can getmore value from it. Yep, YEP, and and I've found that. Imean the more the more specificity that you can add, the better,right, and I see so many podcaster screwing this up because they'll just saysomething like, you know, a conversation with Ryan Lanagan, and it's likewhy on earth would somebody tap, you know, click on that to listento it? They have no clue the value on the other end of it, unless your name is Elon Musk, a title that says it. Aconversation with names just it is pointless to me. But you even brought upa better you know, even if you say kind of at a high levelwhat it's about, enterprise selling. Why not go, you know one,you know, one or two levels deeper. Explain in very grain nelar detail thisis the specific value that you're going...

...to get out of it. Numbersobviously play well when we you know, when we write the headline for thisone, it's going to be we're going to make sure to put the numbersix in this headline, because we know that when people have their head arounda tangible like you contangibly see how much value you're going to get out ofconsuming this content, they're just more likely to do it. So I Itotally agree. Any anything else around headlines and titles right. You, you, you're completely right, but that and this maybe be shoking you your ego, but originally it was one of your titles for your podcast that got meinto listening to your podcast. I didn't know who you were, but itwas a title that caught my attention. I'm from. Now I became afun and then I've spread the word since. So it just shows the importance oftitles. I love it. I love it all right, Ryan,this last one we're going to be talking about borrowing an audience. This isthe sixth tactic, but obviously something super important. Talk to us about thisone. Hmm, I got this one from one of the first podcast Ilisten to your podcasts. What are your guests? I think it may havebeen Josh. What he said was a bit boring. An audience, butwhat also provide finding value. If you can find someone who's running a blogor running a podcast and they large portion of your target market are listening tothat audience, why not message them? Bloggers are podcasters. They're always lookingfor guests to join them. And if you message them saying hey, James, I'm really go to speaking and this topic. Do you want to sitdown a chat? Better for twenty minutes a while, I provide providing valueat the same time. But I'm that your audience and now also know whoI am. So it's a great way for growing your connections. Are you'refollowing online as well? Yeah, so obviously you know podcasts are that are. Is there one particular channel? You're obviously on this show because you believein this, in this tactic, in your in your implementing it for yourself. You know, are you seeing less traction with guests blogs now than youare with kind of guests being a guest...

...on another podcasts, or are thereparticular channels that you're seeing perform better than others for for borrowing and audience?I think podcasts are a big one, okay, and why is that?A lot of the podcast there's a large number of people that there, andyou can specify this by region as well, and the importance of region, becausesome people only want to takee people in a certain regions. But there'spodcasts out there with twenty five, thirty, Fiftyzero people listening weekly and if youcan crack into that for twenty thirty minutes, that's, I provide somevalue. The return on investment is huge. We work with a partner called interviewValet and they are very strategic and how they work with their clients andand they build these, you know, pages for every client that they workwith and so for every show that they get them featured on, they buildthis you know, specific landing page that allows people listening to stay connected withthem and so they can show tangible results. Do you recommend a similar approach asyou're guesting on podcasts, to kind of have additional resource that you're givingto people after the fact, or what you kind of how do you ensurethat the folks listening to the podcast that you're guesting on actually become a partof your owned audience? So the most important thing is to consistency and continueto bring emotion engaging content to your audience. So don't stop that after the PODCAST, but you may notice a increase in followers. Are Connections and tobasically seeing them. I I've noticed another thousand people have joined my join mynetwork. Here's what I do. Here's a free PDF. But what Ioffer if anybody's any questions and nothing in touch, you may what I loveto do is have five minute chots of people. So I have a Kludycalendar that I often promote on my linkedin saying if you're if you want tohave a five minute chat of a marketing even if you don't want me tohelp you, just I love chatting to people about marketing. Let's chat hereand find a date that that suits.

Yeah, yeah, I love it. I love it. That's fantastic, Ryan, this is that. Thishas been incredible. I love how tangible these tips are. I think folksare going to get a lot of value out of this. If somebody wantsto stay connected with you, what's the best way for them to go aboutdoing that? Best we moved to connect with me on Linkedin, that is, or I a n La and again, or you can email me a ringat Sandler Dot ie. Wonderful, ran. All right, so thefinal question that I'll asked before I let you go today. What is thelegacy that you want to leave somebody who's who, who's made a real impacton others? True, supposed, Non Shady Marketing Tuck TPS to I think, so that when I retire I can say that I've helped ten, twentythirty individuals kind of increase throu on. You'll revenue by ten, twenty,thirty percent. I love it. I love it, ran. This hasbeen incredible. Thank you so much for your time. I really appreciate it. Man, thank you very much. Jim's to ensure that you never missan episode of the B Tob Growth Show. Subscribe to the show and Itunes oryour favorite podcast player. This guarantees that every episode will get delivered directlyto your device. If you or someone you know would be an incredible guestfor 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 lovesharing their wisdom and perspective with our audience. Thank you so much for listening.Until next time,.

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