In this week's episode of The IMPACT Show, Bob and Nick had a lot to talk about. They covered whether or not Google AMP is the right choice, how to turn your marketing into a profit center, how you can hire a marketer, as well as the 10 marketing books you should read.
Just in case you missed us live (or if you want to relive the magic), you’ll find the episode’s show notes below as well as the recording.
Have feedback or questions? We’d love to hear it. Comment on this blog or email us at firstname.lastname@example.org
What Marketer's Be Talkin' Bout
Where we go over what you're saying in IMPACT Elite.
IMPACT Elite is a community of passionate marketers looking to help other marketers succeed. We’d love for you to join us! Go to impactplus.com/elite or just search the IMPACT Elite Group on Facebook and request to join.
Dan Moyle’s putting together a list of podcasts that would be great for professional speakers. They can be instructional, inspirational or strategic. If you know of a podcast that would help a professional speaker in their career, please share in IMPACT Elite.
Stéphane Bouchez shared a graphic: a growth mindset
Brad Gerlach asked: “Anyone willing to provide insight on how they organize their teams to scale. Robb and I have been discussing how to reorganize ourselves to be able to scale for larger clients. We are thinking or role base departments (Content/SEO, Design & Development, etc). Currently, because have a small team, we all do a little of everything and work together, but as our clients grow and we sign bigger sized clients, that isn't viable.”
There's like 6 or 7 of us engaging in an awesome conversation, you're welcome to jump in.
Digital Marketing News
Where each week, Nick and I share one thing from the world of digital marketing that caught our eye and we found interesting to share.
“Outside, an independent title for outdoorsy types that are owned by Mariah Media ditched Google’s Accelerated Mobile Pages three months ago, and since then, it has seen a 13 percent increase in page views per visit on mobile. Since scrapping Google’s fast-loading mobile page initiative Outside has also seen a slight increase in visitors and ranking in search, which supplies 30 percent of its traffic.”
“Publishers often speculate that Google favors AMP pages in search, so Outside’s experience is noteworthy because it wasn’t penalized by Google for dropping AMP. A Google spokesperson said publishers’ search rankings are not affected by whether a publisher uses AMP.”
At IMPACT, we haven’t made the move to AMP yet… doesn’t mean we won’t.
The fact of the matter is this… AMP is still relatively new, but it will improve.
Google wants you to stay on their platform.
How a Friend of Ours Became HubSpot's Top Sales Person
Sharen Murnaghan, #1 International Sales Achiever at Hubspot, with 174 percent over quota achievement
How did she manage to become the number one salesperson at Hubspot in such a short amount of time? Here are the four things she attributes her success to:
Ask yourself what you want to accomplish and why you’re doing it.
Understand what you’re good at and what you still need to master.
Fully immerse yourself in what you’re doing.
Connect with people, whether that’s through LInkedIn, following them on Twitter or suggesting coffee dates. And look for ways to go above and beyond. At one point, Murnaghan even set a client’s daughter up with friends in Canada, where the girl was about to attend university. Even on my call with Murnaghan, she offered to take me around Ireland and make a list of off-the-beaten-path activities on my next visit.
The best salespeople I have seen are not only thoughtful but proactive with being helpful. Murnaghan definitely possesses this trait.
Topic 1: Turning Your Marketing into a Profit Center
Before we dig in.. start thinking about how the things we’re talking apply to your company. If you have any challenges or questions that you want us to address, leave a commentor send us an email email@example.com. We’ll get to as many as we can either at the end of the show or during next week’s episode.
What does turning your marketing into a profit center mean?
Bob was inspired by Joe Pulizzi especially after reading his books, "Content Inc" and "Killing Marketing".
It's not just thinking of your business as your core business
It’s what I call stage 3 of your inbound journey
We talk about how inbound proves thought leadership for your company
It’s like that on steroids
Creates new opportunities for the business.
Joe talks about events, print, and digital revenue sources in the book
At IMPACT, we’re all in on this
Nick, tell everyone what your new role will be next year
Bob’s vision/Fantasy: Where at the crossroads of whether we become a really big agency or morphing into a publishing company.
Bob wants IMPACT to help everyboby, especially the underdogs in business that Bob relates to so much.
Have IMPACT’s brand be in the same conversations/space at CMI, digital marketer, Social Media Examiner, March, SM Land
Monetizing IMPACT’s reach/respect in the industry
Unique Roll on the Marketing Team
Help launch the media business side of IMPACT: Product guy, marketing guy, sales guy for various value propositions for engaging our audience (IMPACT website, digital properties, IMPACT Live events, and new offerings)
Understanding our audience, the value we bring to them and the value they bring to our brand (and perhaps to other brands who are interested in connecting with a similar audience)
Help create opportunities for other brands to engage with us and our audience in a more organic, authentic way
Generate real value and non-retainer revenue for IMPACT
Topic 2: How to Hire Marketers
We hire for culture and skills, can't be one or the other, but both.
There needs to be a fit regarding your company's purpose, vision, values
Are they bought into your purpose?
At IMPACT, our purpose is to help people and their organizations succeed.
Have you shown them the vision?
Those are our core values, and we believe that all inbound marketing agencies should have them. Feel free to copy them.
Leadership Skills: ability to handle stress, ability to make the team better
Digital: deep skills in a particular area (ie. Facebook Ads, etc.)
Proven track record of success.
Topic 3: 10 Marketing Books to Read
In IMPACT Elite, Michael asked: “Alright, gang... You've got a room full of college seniors who can only read ONE BOOK before starting a career in marketing. What book do you suggest, and why?”
So why don’t we go over the Top 10 Marketing Books we’d recommend, Nick?
Quote from Amazon “Packed with examples, direction and methods to increase the bottom line and get that ROI from marketing you're dreaming of today. This is the marketing instruction manual you're looking for.”
I think The Ultimate Sales Machine by Chet Holmes is the ideal primer to the game we're all trying to play here. It's got everything.
I strongly endorse it! It was recommended to me by many in the "inbound" biz so I finally read it - TWICE. A great all-in-one field guide to generating revenue (from marketing all the way through the sale) for a biz. The concepts he talks about here are basically what others have called "content" and "Account-based" marketing