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Boosting Your Social Strategy: Lists and Event Promotion

Boosting Your Social Strategy: Lists and Event Promotion

Does your social strategy need supercharging? This week we spoke to social business consultant Richard Wolff for his take on how to use social media to create business opportunities. He explains why it’s all about building lists and finding the right way to connect with your audience on each platform. Richard, what are the key areas of your consultancy? I do social media in a way that may not be your ‘101’ type of method. It’s to help people and organisations find out what about LinkedIn or Twitter or Instagram is special to them, and to use each platform to create a profile and find ways to truly engage with the community. It’s not about getting the most followers or the most posts. It’s about finding an authentic way to use each platform, not just to send out information, but to listen in on the communities they care about – their clients, their prospective clients and their business community. How do your methods work in the B2B arena? Let’s take the example of a business chamber I worked with. Their social media, their Facebook and Twitter, was as you would expect – just used for a few isolated posts such as their events. When I got involved, I said that if you can harness the energy of your 300-plus members when they post on Facebook and Twitter, we can pick some of that content to share and curate back to the other members. Likewise, if they start to follow our pages and set their notification settings higher, they can get updates in their feeds, engage with the chamber, and...
Building Better Sales Connections: HubSpot rep Thomas Moin talks strategy

Building Better Sales Connections: HubSpot rep Thomas Moin talks strategy

Following our recent interview with social selling consultant Tom Skotidas, we turn to another expert in the field of inbound marketing for some insight from a sales rep’s point of view. For the past two years, Thomas Moin has worked at inbound marketing platform HubSpot, and he is now a senior channel partner with the company’s agency partner program. His career has been dedicated to using online platforms for selling, and he spoke to Andrew Shaw of Article Writers Australia about how to develop marketing methods that work. Thomas, what was your introduction to inbound marketing? I’ve spent virtually my whole career in sales. I studied IT and English Literature then ended up in an IT integrator, a small business of around 15 employees. From there I went through to Macquarie Telecom, where I continued my sales career selling to organisations that gained all their revenue from their websites. While I was there I had exposure to a platform called Marketo and I helped with the campaign set up and some of the website work there. That was where my interest in the marketing automation industry was sparked, so I joined HubSpot when they opened here in 2014. I was approached by them on LinkedIn and was one of the first employees hired in Australia. Could you describe what you do at HubSpot? My role is on the partner side of the business. I work with agencies that are a good fit for our partner program, where they end up servicing their clients on HubSpot and we have a support mechanism for them. I now have a coaching role,...
How to Engage an Audience and Get Your Message Across

How to Engage an Audience and Get Your Message Across

Rod Matthews has an international reputation as a leading authority on change and human performance and a highly engaging presenter. He spoke with Andrew Shaw from Article Writers Australia about how to make a dynamic presentation that engages your audience and delivers your message in a way that will be remembered, and how content writers can use these same principles to create engaging content online. Rod, how important is charisma when you’re making presentations? I would strongly suggest that you need both substance and style. Quite often, we ask the person who knows the subject the best to teach others. But that’s not necessarily the best way to go about it. The best player doesn’t necessarily make the best coach. It’s important to have the substance – to be smart, to know your subject area. It’s another thing to be able to get your message across in style. What do we mean when we say someone is good at engaging the audience? First of all, I think they recognise the difference between being self-conscious and being audience-conscious. There are two ways to do self-conscious – the nervous way, which is when you see someone standing up in front of a group of people, and they are worried about their sweaty palms and the heat rash coming up on their neck.   Then you can be self-conscious in an arrogant way. This is the person who is up there for their own benefit. The audience doesn’t even have to be there; they’re just spouting off! I think people who have charisma, the people who are good with style, are the people whose...
Social Selling with LinkedIn: interview with Tom Skotidas

Social Selling with LinkedIn: interview with Tom Skotidas

Tom Skotidas is one of the world’s leading authorities on generating B2B sales leads using social networks. This week he spoke with Andrew Shaw at Article Writers Australia about what it takes to create an effective presence on LinkedIn, and how to avoid mistakes that make your potential business connections hit the spam button. Tom, what was your introduction to the world of LinkedIn social selling? “I realised the power of social media platforms in about 2008. I was head of sales and marketing at an agency that specialised in search engine marketing. I’d used LinkedIn since 2005 the way most people do – as a CV and rolodex. Then in May 2008, I sent my first InMail and realised how powerful LinkedIn could be in helping me generate qualified leads. Between May 2008 and March 2011, I grew that agency from about half a million dollars in annual billings to $7 million a year. Of that amount, half of it was directly attributable to my usage of LinkedIn and Twitter. I resigned from that agency in March 2011 to form Skotidas Consulting Group. Do people need to create content before they begin using LinkedIn?  Yes – they must create their personal profile. Your LinkedIn profile is your first– and most important – piece of content. Your profile must have the right picture, the right headline, and the right sales copy. You must also add marketing assets such as videos, presentations, and publications. A professional and impressive LinkedIn profile is your single greatest piece of content on the platform. After building their profile, do people need to share content...

Online Marketing tools – Outbrain Content Discovery Tool

  Many content marketers will be acquainted with the challenges of getting their content and site pages noticed amongst the trillions of others out there on the web. Any tool that could help amplify content and bring in more traffic should be worth consideration. In this post we will look at the ‘Outbrain’ platform.   What is Outbrain? Outbrain is a content discovery tool that has been around since 2006. It is designed to help online marketers improve their site exposure and possibly earn an income stream from recommendations of other sites. It does this in a couple of ways: Through Outbrain Amplify – as a site owner you upload articles and other content to the Outbrain database. Your content can then be shared across the internet on a pay-per-click basis. With Outbrain Engage – recommendations are placed within your content that have been paid for by the owners of that content. You may be able to receive a portion of the fee for hosting these links. You could say Outbrain ‘powers up’ content. You might know your content is brilliant, but that doesn’t necessarily mean that anyone will actually read it. With Outbrain Amplify, your content is first checked for quality and then categorised – and as long as it qualifies it could get a recommendation on sites all over the net, including on some pretty high-profile ones! What does it look like? As an internet user you may have seen the Outbrain widget and not realised it. It appears at the bottom of content with lists of recommended content under a ‘We Recommend’ and / or ‘Elsewhere...