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 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 fish Mediacom. You're listening to the B tob growth show, 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, I'm James Carberry. Let's get it into the show. Welcome back to the baby growth show. We are here today with Ryan land again. He is 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 prospecting engine that runs seven but before we get into that, tell us a little bit about you know, what you're up to. A Sandler training. So I work with a couple of summer franchises across the UK and islands. My main goal is to increase the engagement for the clients I work with, so that they could stay in front of prospects when they're not physically in front of them. Got It. I love it. I love it, and you've got six 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 content to cover. So actually, before we jump right in, Ryan give us just a little bit of context as to what these six strategies are and then at 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 may a noise of people listing here, but what I really mean by that is the real questions you have to ask yourself. Is the right people looking at your content? I learned lots of those people, and are they engaging? And anybody can buy you out connection requests...

...on the go. So I suppose that might talk here is a number of my clients. Numbers kind of speak for themselves. So I'm going to share six tactics of how you can create a prospect agent that runs some for you. A lot that. So this first tactic, you call it list of legends. Explain this one to us. Yes, so list of legends. If you can get a you can get people with a huge number of followers to share your content, then a large number of people are going to see your content. And the number one way to get people to share your content is simple. If you stroke three EGO, they'll share your content. So what I've done is I have built lists. So the top Tel ten sales all theres and apply this your own industry, but the top ten sales authors to follow on Linkedin. I'll build a list of the top nine and then include my client and and then eight out of the ten sales all others would share my blog, or seven of the 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 of the two connection request the next day. Holy Cow. Yet, whoever, I do want to make a point that this is only good for a boast if you're constantly including people in lists and it's no good. So I would I would use it with caution. I don't like Shady Americters and I do other 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 was it coming from your client? Because I don't know how I feel about people creating 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 on that? I'm completely with your not now you have to be careful. Some lists you don't fit into. So I will go and create top ten twitter list or the top twenty twitter lists and sales authors and Youtube channels and you kind 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 the top ten sales authors in North America or the top ten sales authors in the UK. Don't be shady to people. One thing that I've thought about in doing 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 shared the 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's going to be an article, you can mention yourself in the introduction and say hey, 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 list of 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 they can 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 the one actually writing the post and you put your client in there, obviously people wouldn'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 only if my client fits into the list. I would never be shady in that sense. And then I build a list over time through putting out questions on link to myself, say you, what's your favorite podcast listen to? What your favorite alms book to meet and then looking up other articles from host spot and I like, and then kind of collecting a lot of data. Got It awesome. So this next tactic we're going to talk about, Ryan, is doggy treats. Explain this one to us. So yeah, funny name in 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. I might. I might get an infographic or PDF that provides value of, let's say too three biggest sale mistakes. And whether we keep picking sales is because a lot of my clients are in the sales industry. So what I'll do is I'll put up an enticing title like three big as sales mistakes you should never 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 of it. 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 to comment yes below, and what commenting yes below doses in. It works well with 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, it helps the liget linkedin algorithm and one of my rostive recent post we've done on this. We had any hundred and fifty one comments. Well, so if you can do this on a specific topic that you maybe doing a future Webinar on or a future boot camp or event on, you can you then know that anybody who downloads or wants to download this specific infrograph is interested in that topic. So you can run a Webinar and then, yeah, follow up with a message say hey, John, I saw that you you wanted my pdf. Here it is, by the way, of running a Webinar a couple 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 and I, you know, got said it, six hundred and ninety two people to comment 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. And so my sister and I went through, you know, obviously six hundred and ninety 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 different and I was a little disappointed in the results because in that PDF I put in there, Hey, if you're interested in, you know, one on one coaching in getting your linkedin content to the next level, you know, email me. And of those six hundred ninety two people, I only got two people to email me. Neither one of them were qualified to buy our you know, that that particular coaching service that we were selling. And so I like you what you just said about you know, they they get the PDF and then you put them into another...

...kind of free opportunity to learn more through that Webinar. So that there's just an interesting take. You did it differently than me and I'm sure you selp better results is as a result of it. What was do you remember the conversion on how many people signed up for the Webinar? Yeah, the goal was to get a hold of people to send up to other and we got just over two hundred people to send up to us. I love it. That's it. That's a great that's a great idea. Okay. So, so, Ryan, these are fantastic. This next one you call cross dressing. Explain this one. So Cross rising is similar to one I've just spoken about. So when you give some of the duggy cheek, you funnel up to promote another chunnel. So sometimes people find it very hard to they may be doing well and Linkedin, but they find it hard to promote their facebook or their their youtube channels. So what I've done is essentially the same as last time, and seven the doggy treet. I give out the PDF for the infographer give some value when people comment yes, and then message them. Here's the PDF. The three bigger sins, mistakes. PS. By the way, you may also be interested in 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 weekly sales 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 is another great one to get more use at the time you've invested. So do you 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 and other social platforms, and then there will be an initial download that may pick up a hunter, a couple thousand downloads in this podcast. However, in two or three weeks time, if you were to turn this podcast into a blog and then put it in the form of a blog, not in everyone will be listening to podcast on the way to work. They may prefer to read blogs, at the Bey prefer to watch videos. So what I do with our podcasts, are our blogs, is promote the bloggers normal and then the two weeks time I'll turn it into a turn it into a podcast and pushing it as a podcast, and then...

...a week later I'll turn it into a short video and pushing as a short video, so that I'm getting three times the use for the time I've invested. Yep, we are lovers of repurpose and content around here, so totally get that one. This this fifth one, Ryan, is titles. This is something I am incredibly passionate about, but I'll let you take it from here. Talk to us about the importance of titles. Titles are incredibly important. Essentially all of the other for key points I've shared our meetings and worthless without titles. If you can't get some of the click onto your content, then they're never going to get value from it. So I'll have an example here. I crossed my fingers hoping that it works well and all the audience are saying the same letter at the end. So if I was to give you two titles here, A and B, and then I hope everyone chooses be, and that just gives you an example of a good title on the Mediocre Title. So title a would be enterprise setting with Reine Lanigan. Title B would be the secret to creating and growing ledge enterprise accounts with Real Lunigan. If you, as an audience, I listen, what would you choose? A or be? Personally, I think be. It entices me more into an unlike feel I can get more value from it. Yep, YEP, and and I've found that. I mean 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 say something like, you know, a conversation with Ryan Lanagan, and it's like why on earth would somebody tap, you know, click on that to listen to it? They have no clue the value on the other end of it, unless your name is Elon Musk, a title that says it. A conversation with names just it is pointless to me. But you even brought up a better you know, even if you say kind of at a high level what it's about, enterprise selling. Why not go, you know one, you know, one or two levels deeper. Explain in very grain nelar detail this is the specific value that you're going...

...to get out of it. Numbers obviously play well when we you know, when we write the headline for this one, it's going to be we're going to make sure to put the number six in this headline, because we know that when people have their head around a tangible like you contangibly see how much value you're going to get out of consuming this content, they're just more likely to do it. So I I totally 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 me into listening to your podcast. I didn't know who you were, but it was a title that caught my attention. I'm from. Now I became a fun and then I've spread the word since. So it just shows the importance of titles. I love it. I love it all right, Ryan, this last one we're going to be talking about borrowing an audience. This is the sixth tactic, but obviously something super important. Talk to us about this one. Hmm, I got this one from one of the first podcast I listen to your podcasts. What are your guests? I think it may have been Josh. What he said was a bit boring. An audience, but what also provide finding value. If you can find someone who's running a blog or running a podcast and they large portion of your target market are listening to that audience, why not message them? Bloggers are podcasters. They're always looking for 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 sit down a chat? Better for twenty minutes a while, I provide providing value at the same time. But I'm that your audience and now also know who I am. So it's a great way for growing your connections. Are you're following 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 believe in this, in this tactic, in your in your implementing it for yourself. You know, are you seeing less traction with guests blogs now than you are with kind of guests being a guest...

...on another podcasts, or are there particular 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, and you can specify this by region as well, and the importance of region, because some people only want to takee people in a certain regions. But there's podcasts out there with twenty five, thirty, Fiftyzero people listening weekly and if you can crack into that for twenty thirty minutes, that's, I provide some value. The return on investment is huge. We work with a partner called interview Valet and they are very strategic and how they work with their clients and and they build these, you know, pages for every client that they work with and so for every show that they get them featured on, they build this you know, specific landing page that allows people listening to stay connected with them and so they can show tangible results. Do you recommend a similar approach as you're guesting on podcasts, to kind of have additional resource that you're giving to people after the fact, or what you kind of how do you ensure that the folks listening to the podcast that you're guesting on actually become a part of your owned audience? So the most important thing is to consistency and continue to 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 to basically seeing them. I I've noticed another thousand people have joined my join my network. Here's what I do. Here's a free PDF. But what I offer if anybody's any questions and nothing in touch, you may what I love to do is have five minute chots of people. So I have a Kludy calendar that I often promote on my linkedin saying if you're if you want to have a five minute chat of a marketing even if you don't want me to help you, just I love chatting to people about marketing. Let's chat here and find a date that that suits.

Yeah, yeah, I love it. I love it. That's fantastic, Ryan, this is that. This has been incredible. I love how tangible these tips are. I think folks are going to get a lot of value out of this. If somebody wants to stay connected with you, what's the best way for them to go about doing 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 ring at Sandler Dot ie. Wonderful, ran. All right, so the final question that I'll asked before I let you go today. What is the legacy that you want to leave somebody who's who, who's made a real impact on others? True, supposed, Non Shady Marketing Tuck TPS to I think, so that when I retire I can say that I've helped ten, twenty thirty individuals kind of increase throu on. You'll revenue by ten, twenty, thirty percent. I love it. I love it, ran. This has been incredible. Thank you so much for your time. I really appreciate it. Man, thank you very much. Jim's 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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