On 1st September 2018 it will be the second year anniversary of Digital Leadership Associates (DLA) www.social-experts.net. Adam and I often say that here at DLA we are that start-up that was 25 years in the making. That is, DLA is the collective experiences of Adam and I, as well as Alex who joined us 12 months ago.
Adam had worked at various Marketing Agencies as well as running his own agency. I had been part of a massive sales transformation at Oracle. In other words, we had “done it, seen it and got the T-Shirt”.
Eating Our Own Dog Food
Adam and I agreed (and still do) on a number of fundamentals and one of those was that we had to “eat our own dog food.” In other words, if we were to stand in front of people and say, “This is how you can use Social Media to transform your Business” then we had to live by what we said.
We therefore don’t advertise, we don’t cold call, we don’t send cold emails (we just deleted the email database that we had and didn’t use, to meet GDPR regulations), all our business comes through social. We spend zero budget on marketing, all our salespeople are totally responsible for all their own demand generation. That’s not entirely true, but if you want to work here as a salesperson (we are recruiting) then you too need to be able to stand in front of your clients and show them how you do your demand generation. Surely, you wouldn’t expect anything else?
Anyway Back To the Website
Adam and I knew that we wanted to use content marketing to drive the business, amongst other social selling principles. So when we started the business we started using content to drive sales. Well we hoped it would. I’m being honest here, there was lot’s of talk about content marketing but no case studies and certainly nobody could put their finger on any return on investment (ROI).
Anyway, we started writing and put out blogs, we have a number of methods to do this but mainly we use our website to post blogs, here.
What we found was, whenever we posted content we got inbound leads and whenever for whatever reason we stop posting content the inbound dried up. Started posting content the inbound started back up. So now we post an original piece of content every day and we get 3 pieces of quality inbound, every day.
There is also a ROI from the company NTT which in on your friends Passle website here they see 1 lead for every 8.6 posts.
Check out the DLA Passle page here.
Writing The New Prospecting
As a sales guy that believes in a culture of prospecting, we have just that:
- Writing is the way I prospect. Have a pipeline gap? I write about the business issue that we can solve and the gap fills.
- Intent Data. If you are not into intent data you are way behind. If you think about it, in the past the first time you knew about a client was when they came to your website and filled in a webform. Now buyers are far more sophisticated and are doing research, reading content, blogs, contacting influencers and in most cases missing out the website. Why? Because they are no more than a brochure, telling you how great you are. Where as 5 years ago it was the first place to look, now it’s the last place. With Intent Data tracking we are able to engage with conversations early before our competition.
Website As a Destination / Magazine
Against that backdrop this blog is our 400th blog since we started the company (yes, you read that right – 400). This has totally transformed our website from being just that, just a website to a destination / magazine that people come back to, time after time. The content is all Google indexed. We used social as a way to drive traffic, which means that content is also indexed through social.
Content Marketing Works For Us, It Can Work For You
For us, DLA is a great case study for the use of content marketing and social selling. It takes little time (well your time) and cost and in two years we have built a global business which is world renown in terms of what we set out to be known for.
People who read this article also read these: