Margo: 00:02 Welcome to Sales Leaders Talks brought to you by Callpage. This podcast is for sales and marketing leaders who want to lead their people to success, do more, better and faster each day. Our guests are experienced sales and marketing experts who share their secrets and strategies on everything from team coaching and leadership to marketing and sales tech solutions. Before we move forward, ask yourself this question, "Do you want to excel as a leader and help your company grow?" If your answer is yes, let's get started.
Margo: Cold calls and cold emails used to be effective tools in the hands of marketers. Currently their effectiveness has significantly dropped. That is why marketers and salespeople are looking for more and more advanced tools to be able to reach the audience and to convince people into buying products. Social selling and social listening have become effective tools recently and the defined social media campaigns, social media strategies and marketing strategies in general to a higher and higher extent. Today my guest is Mik Griffin a Chief Revenue Officer at Brand24 a monitoring tool is going to explain how your company can use such tools and can monitor Internet in order to find and filter out through people and reach the people who are exactly looking for some products and some solutions like yours. If you are a young brand, you probably want to target first 100 customers. You want to find the people who may be potentially interested in your products. You will also need to use social media monitoring tools and monitor the Internet in general, be active, for example, on Quora to reach those people. So today Mick is gonna share his best practices on how to use the ability to monitor Internet and sell online using monitoring tools. So let's start and get down to details.
Margo: 02:06 Hi Mick.
Mick: 02:08 Hi, Margo. How you doing?
Margo: 02:09 Oh, that's great. We are having this talk online and you are sitting somewhere in Gdańsk, because one of the like it's not a headquarter rather kind of a branch of Brand24 is in Gdańsk, right?
Mick: 02:24 That's correct. We are kind of a spread out all over Poland. Now a head office is in, but we are lucky enough to have a locations in Warsaw and Krakow as well now.
Margo: 02:37 Yeah. So you are a Chief Revenue Officer in Brand24. Could you tell us a little more words about yourselves? How did you start out? It will sound like a tabloid question, but why Poland?
Mick: 02:52 Yeah, sure thing. Sure. So I kind of, you know, to answer the easiest question first is I came to Poland for my family, so I have family here now in Poland. It was a very unexpected move, which was actually 10 years ago. So I've been pulling for quite a long time now. Um, but uh, uh, kind of, you know, got very, very lucky with the move and I'm a great to kind of live here and it's, it's a very exciting, uh, ecosystem especially in the technology space. So I got really lucky with the time that I moved to Poland and the and the companies and brands I've managed to work for. So, so that say these kind of like, you know, real coincidence. There wasn't some, some big plan to move to Poland and then to the tech space. It was more the other way round. I actually came to Poland thinking that I will be an English teacher. I had no real aspirations of what I was going to do career wise, so I got really lucky.
Margo: 03:45 Okay. So how did you get to Brand24? Why social listening and social selling? How did you get to the monitoring tools?
Mick: 03:55 Yeah, sure thing. Sure. I mean, when I, when I first came to Poland, I was lucky enough to get a role with, with Get Response, email marketing and uh, I joined the team in, in the marketing department very much with my only skill being that I was a native speaker and that was valuable to content and social so on. Um, but after kind of, you know, finding myself at Get Response for six years, learning more the SaaS space and the technology space, um, I literally just came across, uh, the, the video that, that Michał Sadowski did for Brand24 and IKEA. And I was like, wow, those guys seem pretty coor. Like they seem like the kind of people I should get to know. And uh, I met Michał a couple of times InfoShare and things like that.
Mick: 04:45 I met them couple of times and said I love what you guys are doing. And he was, you know, he said, well listen, maybe we can find a way to work together. So it wasn't particularly that I had a pull towards the social listening side of the industry, but it was very much that I really, really wanted to work with the people. Uh, and again, extremely lucky that the people on the product ended up both being quite, quite, uh, quite successful. So yeah, actually it was more about the team at Brand24 then the product. But luckily the product turned out to be something that I, uh, I enjoy working with as well.
Margo: 05:19 A lot of articles have been written about social selling and social listening and it has already become some kind of a buzzword in, in marketing. Why has it become a buzzword? Why everyone is talking about social selling right now?
Mick: 05:35 Yeah. Yeah. I completely agree with you when it comes to the buzzwords side. And I think the reason why it's a buzzword and it's not something so clear and understanding right now is because there are so many different ways of describing social selling. That's the problem. So you know, saying that I'm going to sell by the channel of social media is still such a wide variance like saying you were going to do telephone selling without saying if it was inbound, outbound who you were going to call. So and so the reason why I suppose with it, I think is just because everybody has their own version of this. So you'll find that there'll be some experts out there in social selling that talking about the idea that you can do outbound cold selling via social media. So all of those. Well I would say all those horrible Linkedin messages that you get from people that you don't know saying, hey listen, I want you to buy my product.
Mick: 06:27 They class it as social selling where myself, I'm more an advocate, listening first and finding out what people are talking about and using that information or that behavior to decide if they're a good fit for your business or not. So the thing is that I think that in so it's in sales, the whole is always in revenue for companies, the companies are really driving for a different channel, like they all feel that cold calling and cold mailing, they want to get away. So this idea of social selling is something that everybody wants to do, but it's very rare that you find companies that actually know how to do it. So I think that's the key ways is everyone wants it. Everybody really goes, wow, finally, we don't have to do it the old way. However, that doesn't mean that instantly know what to do next.
Margo: 07:17 Now you've mentioned somewhere that you don't have to be an expert, you have to be a therapist. So do I understand it correctly? That's you meant basically you need to understand what, what, how business functions of the business of our potential client functions and how we can help this client in which particular way. It's not just, okay, we are doing some software development and we could change your page in some way, so show us what to change and we will change it. It's rather what exactly it should be changed in order to achieve for the company to achieve its KPIs to work better, to achieve better results. Do I understand it correctly?
Mick: 07:53 Yep, exactly. I think you know, the reason why my kind of, you know, approach to sales this, it's because it's much more of a smooth process to get somebody to give you the money if you are solving a problem that they have. So come and use Brand 24 because we will help solve this problem in your business and showing that person that you understand that problem and you understand why that's hard for them. It has a much, much better success rate than going to someone who's saying, I worked for Brand24, we are great at this, this and this. You should buy that tool because it's not about that. Right. And I think, you know, in, in days gone by in the past you couldn't get away with just talking more about what you do. However, the space is so crowded in every market, I feel like space is crowded, so you've got to make it about the person that you're selling to.
Mick: 08:41 So yeah, and there's a second side to that which is also about the team that you have and the way that you approach your customers is that you have to put that effort in to really understand that you can't pretend. So I, you know, if I'm going to reach out to someone that's in a startup and talk to him about my product, I actually have to learn about startups. I have to actually learn what problems they have. I can't pretend. So this is why it would be terrible. I like the idea that a salesperson, you know, there's this, there's this very cliche saying, which is I could sell sun to the Egyptians or ice to the Eskimos. You know, in my opinion those days are long gone and that should be like a huge scary point because there's no such thing as a salesperson that can sell anything anymore and you've really got to know the people that you're selling to.
Margo: 09:33 You received this kind of emails, received some Linkedin messages that are not exactly telling you like don't kind of adjust the messaging and the language to what you want to hear you post on social media. Some funny stuff, some funny messages you receive on Linkedin and social media and I'm in a habit of reading it. Yeah, that's very funny. How people don't consider like your business. They think in general they just copy paste and they work on amount not on quality. Could you share several of the most ridiculous messages that you've ever received?
Mick: 10:14 Yeah, I mean that there is a lot to go through it, but I think the problem that I have is this, this still works. The problem, like you said, is it's all about volume. If I, if I say to a sales manager in one of these more old school companies, you know, for every thousand linkedin messages you get a client, they will say, okay, let's send a thousand dollars, but they're sleep having a terrible experience with 999. So, you know, some of the most ridiculous ones I've heard that is someone telling me that they can make me the top 10 wealthiest person on the planet. Um, because they, you know, I, I mean, again, this is my personal preference, so everybody likes to be sold to in a different way. I really love realism and I really love specifics about why it's gonna help me. So this one is, is really, really important for me.
Mick: 11:05 So when somebody says you're going to be a billionaire or I'm going to help 24 be the top company in the world, we honestly don't have those goals internally. If they sent to me, I'm going to help you increase your revenue by $5,000 a month, but you're going to have to be $1,000 a month. And the math is very simple, right? So that realism helped me a lot, but you know, some of the most ridiculous ones I get. Um, um, and maybe this is a little bit harsh, but one thing I get a lot of is I get a lot of people pitching me in Polish now. That's not their fault. They probably see where I'm located. But if they took literally I know if they took like five minutes of their time just to look through any sense about me or what I post, they would definitely know that from a business perspective that wouldn't be a good way to reach me.
Mick: 11:52 So, you know, I always feel like language is always an interesting. One thing I get a lot of is I get a lot of people offering me developers. And the reason for that is I know exactly what the logic kids, they buy a database of tech companies from some source or via linkedin. Then they, they, they look through those websites for the name of people that work in those companies. Now. It's very rare that you'll find on a website the name of the it people you know, you're always going to find the name of the person running sales. Our customer service for my name is, it's quite frequently out there. My email is on our pricing page so I get. I'm like the point of contact for brunch 24, but it tells me instantly. So like you said, that the reason why I kind of share these experiences on social media is it's not really to ridicule these people.
Mick: 12:46 It's the first thing they do is, and I don't always post a whole conversation, but the first thing to do is have a conversation with those people. I'm, I'm in this habit now of I replied to every pitch I get on linkedin because I want. The first question I always ask them is why did you pitch me? Um, and if they can, if they can't answer that, then they just literally told me that they have been chosen me specifically to talk to. So I'll try to explain to them on Linkedin what, why, why I feel it wasn't a good retail. But then I like to share it because I want everyone to see it, you know, because I still feel that even some of the most reputable companies out there, they do this kind of thing. And I would love them to us to see that there is another way, you know, if there was no social selling, if there is no other maybe less cringe worthy way of selling than I would have no argument.
Mick: 13:41 Everybody will be on linkedin bottom. The reason why I kind of share these experiences because in sales, it's these people that actually make it very hard when you have a genuine message. So you know, even even, you know, any brand car page or whoever, fresh rail when they've done the work and they've done 15 minutes of research, I'm an hour's worth of recent and a lead on linkedin. They found the person they know that they've really, really could benefit from their system. And they say, Hey, listen, you're not, Hey John, uh, and reaching out to you from campaigns. I see that you don't have a really clear way to connect with your team on the call. We help companies increase the connection with the, with their potential buyers by 15 percent. This is why I agreed to do. It's an amazing retail. It's done in the right way to the right person, but it just doesn't get. It doesn't get credibility because it's one of 10 retail retailers that day, so these people are really ruining it for the people that want to do it correctly as well, which is it's. I love them all. To just improve that a little bit.
Margo: 14:54 Yeah, definitely. We are surrounded by kind of clutter of information and it's like kind of a white noise, a lot of companies that are doing the things in the wrong way just prevent us from us who are doing the things in the right way from reaching the right audience. So the question is, for instance, if someone is looking for solutions for some recommendations, considering some kind of a tool or software and it's boasting about it. So like posting this question on social media or somewhere else in some portals, some forums. How could we find these questions? How could we engage in conversation? What are the tools available on the market and the mechanisms according to which all this social listening processes a function.
Mick: 15:39 Well, you know, again, we tried to be quite, we're not td so it's not, you know, it's not even about Brand24. What I always recommend even when I'm talking and presenting person is, um, that you start with just simply using tools like twitter, search, google alerts, facebook search. What you're really looking for is you're looking for that kind of. You're looking for mentions about your own brand with cost. And the thing that I, I, you know, I always explain to people is that the latest statistics or something like every two hours or three mentions of your brand online, it doesn't actually take you. So there's so much noise and you're getting all these notifications, whether a big company or small company or someone just tagged you on twitter, someone just mentioned you on facebook, that's great, but you're not always aware of the ones that are tagged.
Mick: 16:31 So it seems like up to 60, 65 percent of mentions that your company online can be without a tag. So we are advocates for the, for the fact that you should be trying to keep up to date with those because what those people say are quite important for followed that experience with you and also your future customers. So basic tool, so you know, just to get a once a day or once a once every week just to go into twitter, into facebook instant instagam and type in your own brand name. So that's a start because you know you shouldn't have actually jumped straight into a social listening tool like Brand24 if you're not sure, you know, so you can use the free tools out there and then manual processes so they're not scheduled, they won't give you the depth of the monitoring tools will, but it's a great way for you to get kind of a proof of concept.
Mick: 17:23 Do other things you can do. We start obviously trying different phrases as well so you can type in the name of your competition and see the same kind of thing. You can take people that are looking to buy the service or product that you, that you sell online. We do a lot of that as well. Just kind of scheduling two week at time to do this manually and once you've found like, you know, normally what we find with our users is they do that and then they find that one mentioned her like, Hey, make somebody mentioned with five days ago, but they didn't tag me and we haven't responded. And I'm like, yeah, okay. So if you feel that that's valuable for your company, we can help you do that in a more automated fashion, but definitely staff for free. Don't, don't throw your money at a tool. At least finding proof of concept using like Twitter search, Facebook search, Google alerts. There's, there's a lot of tools out there that can give you a live kind of manual view on these things.
Margo: 18:19 I remember you telling about Gloria, who's working for Brand24 and she's been engaging in conversations in questions on Quora. Right? So that's the tool very frequently used, for instance by B2B companies and there are a lot of recommendations online and people more and more care about recommendations about feedback of some real users and we rather trust reviews, recommendations or I know some information online instead of just trusting our friends who are telling good things about some tool. So Gloria, who was posting and responding to questions on Quora was doing some kind of a strategy. Could you explain in which way does it work, how can it help get leads and how can it help in fact get paying customers in the end?
Mick: 19:10 Yeah, I mean it, it's very likely that a, you know, Gloria and, and Cooper from our community team, they, they, they've probably definitely what I would say is optimizing the process. But you know, the are two types of things to consider when you're looking at Quora. Certainly now it's no secret anymore. You know, we started doing this kind of thing three, three and a half years ago when it was probably less. It was more than ever, kind of a growth hack than it is today. Today it seems to be much more, like you said, majority of B2B tech companies especially are using Quora as a, as a, as a, as an area of, of, of getting started, especially. There was a poll recently, on a Facebook SaaS group Quora was the fourth most popular avenue for getting from zero to 100 customers.
Mick: 20:01 So you know, startups are going there because it's mostly, obviously it's free, it takes your time. But the first trait is doing that we have, I would say is that we are using or using Brand24 to search in Quora as well, but we're, we're searching for our main keywords, so social listening, social media, monitoring, media monitoring and where we've gone through the questions that Quora is giving us through that. And a lot of people asked me the strategy of which questions do we answer, which we don't. And technically we don't really have that. We literally will go through everything we possibly can. We can't because you know, with uora you're never quite sure which question is going to become popular very quickly, so we tend to try to be everywhere we possibly can. So the first thing you would do is we do a lot of answers.
Mick: 20:51 I think we can see. I will need to ask Gloria actually. She actually answered 956 questions on Quora. Kuba who also does the same role as 966. So you know, it's first of all just not trying to cut a corner. You can kind of fake it and you just have to be there and really answer the questions and then the second thing you should do, and this is a, this is a little hot, can I again, it's probably a much now with now. He says if you type the kind of questions that you want to answering in Quora into Google try to look at which quarter questions around really well because Quara is excellent at being in position one, two, and three for very consumer related questions. So how can I promote an online magazine on social media? I'm sure that this is this answer from Quora is ranked really well in Google.
Mick: 21:48 So therefore when Gloria answers this question on Quora, she's getting people that are on Quora and the Quora audience, she's also getting people that have no idea what Quora is, who are using Google. So if I take that phrase into Google that Quora answers is a organic be placed in a number five. So you are above the fold and you can be really clearly quite happy the idea that Quora is really hard work and being ranked well in SEO gets you traffic as well. So there's two aspects of that. So because don't get me wrong, I mean please understand that we answered a lot of situations, a lot of questions on Quora and they don't drive traffic genuinely, but there is still a benefit to this because when you answer questions that are popular because Quora looks at your profile individually and sees that you've got a lot of answers, a lot of views, and that you're very active, they will also rank your question, your answer to that question higher. So you have to invest in your profile. Not only is it traffic orientate, you've got to play the long game a little bit in in my opinion.
Margo: 22:55 So how would you estimate time that a young company, young brand could dedicate to the presence in Quora? Like several hours per day or I know you, you have, you have to have a dedicated employee for that.
Mick: 23:10 I mean we definitely didn't start that way, so we didn't start by putting a dedicated person on Quora. We definitely did what we would call like proof of concept. So we just picked a team member. You can even be a CEO and probably the time spent there is also relevant to the amount of questions you feel you can add value to. So if you're in a very niche space and you know that maybe five new Quora questions a month about what you do, then of course you can't fake it. I mean we know companies that we've even talked about, should we be posting questions that, but you know, you've got to remember that the most normally the most repetitive and sources of traffic that will be with you forever are the ones that are actually genuine. There are always ways to cheat systems or to fake it for a little bit, but those are normally traffics that you can keep going continuously.
Mick: 24:06 So you know there are answers on Quora that we hear the stories all the time that got banned, that got hidden, that got told. They're not allowed to answer any more because they would just be a non genuine. So for I would say answer or the answer other questions you can as quick as you can, but based on you know, the answers where you can actually add value. So if you've got a hundred questions in your space, get through them relatively quickly because every day you're not there. So I might be googling questions. However, when you've got through them all, it all depends on your market. You May, you know, they said we've now got two full time team members. They're not limited to Quora, they're more what we call community managers. So they can also spend time. They can go to a disperse blogs, they can go through a Medium, Linkedin groups. They're not limited to Quora. However, I feel that personally it, like I said, not only me but a lot of SaaS founders have said that this is top five in terms of where they get their first hundred customers. So if your tool is in order and you don't need to address anything internally and you've got a couple of hours a day, I think it's, it would be really worth your time to be spending on Quora until you feel that you've got a real good presence in most of the questions in your space.
Margo: 25:23 I've been thinking about it in terms of how we can track traffic coming from Quora or customers coming from Quora and also see the reasons why we have to be there by we have to invest more and more time to respond to questions. So you mentioned also that is not directly related. That is not so easy to see from the like from the first, the first sight that score has been as something really valuable, but how could we just start tracking? How could we understand that Quara really works for us?
Mick:25:58 So again, not my area of expertise, but I as I'm aware that you can use a UTM tracking codes when it comes to Linkedin, back to your brand. If again, if you feel that that link is genuine, if you feel that there is a really high ranking posts and that if you put your link in the, it will seem very salesy. You sometimes just have to be confident enough to name your brand without the link knowing that people will connect the dots and you'll have traffic from common, maybe not from the specific question inside. So this is the, this is the thing, so when we started we weren't using utms because quite frankly we had one person working on the Quora community and we didn't need to differentiate what kind of question generated what kind of traffic. As we got more developed, we started to use a unique code, unique links so that we could track question to question, but we don't always use them all the time because sometimes they call just isn't really feeling that we have a utm.
Mick: 27:02 They want to just link to Brand24 without any tracking and that's that's something that you're going to have to go with. Sometimes companies and we are. We've done this at Brand24. Sometimes we've mistakenly sacrifice traffic to the company because we saw one into track where it was coming from and sometimes you have to take a step back and say, well, hey guys, I said it's better for us to have as much traffic as possible from Quora. If we can narrow it down where it's coming from, it's, you know, it's it and worry about the assignment of where it came from down the line. It's still better to have all the traffic and seeing genuine than have only traffic you can track specifically. So we allow the, you know, Gloria and Cooper in our team to make those kinds of decisions themselves.
Margo: 27:51 Okay. Uh, if somebody is writing bad about our brand, like for instance, it also may happen on Quora, like people asking for a substitute, an alternative to some tool and this bad tool is ours, what could we do in this kind of circumstances? How could we react so that this hateful comments?
Mick: 28:17 Sure. I mean, the thing is, is that, you know, I used to start my position with this is that consumers are in control. So there is no logical way to hide, to remove a, unless it's something that is obviously completely untrue, uh, where you feel that it is, it's slander of your brand or something like that. But what we tried to do at Brand24 is if someone is asking for an alternative to Brand24 a and there are plenty of sites and forums out there, people talking about it, we really just want to know, we've got two things that we need to do. One approach is that we need to find out why in a very genuine sense. We don't want to prove the person wrong. We want to just know what did we do wrong, you know, why is it not for you? It may be the fact that they want something that's free and that is just a problem that we are not going to be able to solve.
Mick: 29:10 And that's, you know, that's, that's something that we can live with internal. The other option is that they may have had a bad experience with us and we also want to get to the root of that problem. Now a lot of people would say like, you know, is that really something that you want to do in the public space? Everybody should the answer what you're going to do for me, you know, so what we try, what we also need to do this exercise. So the first thing is to find out what the problem is and do that publicly in my, my opinion is to ask them, you know, completely understand that you want to alternative to Brand24.
Mick: 29:55 We could even give you a number of alternative, but we'd also look to find out what we did wrong then to improve. And the secondary part of that is that you need to show every other consumer that finds that page that you cared enough to ask, but you didn't ignore it, that you didn't block kit that you didn't know, like remove it that you would saying like totally stopped. Because if I'm going to buy a service and they google it, which 90 percent of us do now, if I see that brand is saying I'm sorry that you had that experience, I would like to try to make it better. That actually for me is much better than not seeing any response at all. So just being there and showing that you care and showing that you know. So that makes me think, well if I buy that service from Brand24 and I'm not happy, at least I know when I tell them they will respond. So that responsiveness is actually is actually the both phrases nowadays are no response is actually a response because if you don't reply, you're saying, I don't care. So a lot of us in this space now, we don't actually have the freedom or we shouldn't even be thinking about the fact that being silent anymore as an option.
Margo: 31:18 Yeah, definitely because have to care about the image of the company and also start the kind of getting rid of all this hate online about our products and starts to kind of specify. Let's say there is, there is no scenario as you grow as a business, there is no scenario that everybody's going to love your product. So you know, hopefully not, hey this. But people that don't like the word satisfied all or didn't have the perfect experience that is going to happen through pure volume of testers and clients and clients leaving. So it's just something that you need to embrace as a, as a company and not hide from, you know, hey there's a. I'm not, so I'm not so bad because you know, if you can learn from them and if you can understand why they hated it, you'll decide internally, okay, we don't want that problem anymore. So let's taste the product teams, the approach, all you'll be like, well, hey guys, you know, that person is in that group of five percent of people that we agreed we are not going to target so we have to live with this kind of feedback and we have to have the same kind of discussions inside Brand24 as well as we grow. But you know, all feedback is good feedback even if it's public now, it's not our choice anymore. We can't control where the conversation happens. So best is to, is to kinda just go where the compensation isn't, be part of it that.
Margo: 32:42 Yeah, that's important to take some conclusions and just learn from mistakes, maybe not mistakes, maybe some kind of malfunction of products and then improve it based on some kind of reviews from our clients or our customers. Just just to recap all of these things that have been mentioned, what kind of like listening to all of these strategies and techniques you mentioned, uh, what could our listeners do next? Like what, what exact steps should they take to implement social listening and social selling in their organizations?
Mick: 33:16 Great question. I mean the fact that there is so many different various tactics to use social selling thing, media monitoring, but the first thing I would recommend if you have to start tracking your own brand name now, you know, three or four years ago this was the something that only a big company will do, like a Pepsi or United Airlines. You had tens of thousands of mentions a day, et cetera. Now we are finding that even the smallest new company, even pre launch companies are now being talked about on social media. So even if you've got five mentions a month or 10 mentions a month. It's important to find out what they are so other if you don't want to commit to a tool or commit any budget to this kind of stuff, start by just schedule it in your calendar once a week. Go into Google, into Twitter, search into Facebook services to Instagram and take your brand name in and just just give it that little bit of time just to make sure that you know what is going on.
Mick: 34:18 The second thing you can be doing, and this is something that a lot of companies are now learning and understanding, is it especially if you're a fresh company, if you're growing, start see what people are saying about your closest competitors and your your big competitor in your space. Now this is not in a. You know, people think that they think of this from my social selling point of view, like, oh my God, yeah, I can steal all that leads. It's not actually really. The one great benefit of monitoring and tracking what's happening with your competitors is you get a benchmark, so you say, well, okay, we're being mentioned 50 times a month, but our top competitors, you mentioned a thousand times a month. We know the scale to which we can grow. That's really, really valuable for a company to be able to say, well, no, we have it all the time.
Mick: 35:07 You know our churn is X. I wonder what my competitors churn is. We made this much revenue this month. I wonder what the competitor's. We always want these benchmarks. It helps us know that we're going in the right direction so you can do that. And then the other thing it really helps you understand is what is the industry talking about? So what are the problems that your customers have? Are they complaining? What are they happy about? If they're sharing content, they were like, wow, that arts for that really told me like the best ways to get a conversion from a website. It's a phone call. The article really hit it off my competitive. We're going to follow that same content part. So that is like the first, that kind of real champion just to start listening and gathering knowledge and stop. You don't have to guess about what your consumers are thinking about because they're talking about it online and then you know, when it comes to kind of social selling and this, this more of a, let's say as a strategy, what you have to really be looking for in my humble opinion, is you need to think about the problem that you solve and how consumers talk about it.
Mick: 36:13 So I don't look for people on social media that say, can anybody recommend a media monitoring service because I'll get maybe like two a month. It's not really a very repeatable strategy for sales. I look for people that are saying things like, how can I grow my brand on social media? How can they find influences in my space? Because as consumers like me and you, this is how we talk on social media. You know, we don't write like specific industry names, so things we talked like, like regular people. So you've got to start thinking about how your consumers talk online about things. And then, and then I always use an example if anyone's heard this in the past, apologies. But I also use an example and virtually my brother called me one day and he was like, Mick, you know, you have this new job at 24, should I use your product?
Mick: 37:04 And he's, his company was actually, they did noise insulation for hotels. Okay. So their, their buyer was a hotel manager. Now we, I knew straight away that you were not going to get hotel managers. Right. And on twitter, uh, how can I reduce noise in my hotel rooms because it's just not the human thing to do. So he wasn't finding social selling leads that way. But what, what we were able to do is we work hard. We found a lot of consumers that use social media to complain that hotels were noisy. So you know, Oh my God, I stayed in the Radisson hotel and I could hear a party all night long or something like that. We could find lots of people talking like that. So what you would do with these companies, sales team, he will go to the Radisson and say, hey guys, your consumers have a problem about noise. And I'd have the solution. So when it comes to social, something, you've really got to think about how your consumers will use social. And then start listening to that first, that, that. That's a really helpful one. And for the little tips, I would say if you're starting brand new, if you're getting started, then don't be afraid to reply to social lead from your profile. It's great to put a face behind behind the brand so I don't reply to social lead to run Brand24 account. I reply with my, my Twitter account, my Facebook, my Instagram, and that also really helps to have that one to one connection. Now the great thing is for people is you, I, I mentioned this in a couple of presentations, but you know the study shows that 60 percent of people who are looking for help making decisions online actually got completely unanswered.
Mick: 38:46 So when someone says, where should I go on holiday? Which tools should I use for crm? Sixty percent of them actually get zero response, not even from friends, never mind people who have companies. So if you get into social selling now and social media monitoring, you are going to most likely be ahead of your competitor. So it's a really open space with less competition and you get, you get a much better response than you do from cold calling, cold emailing. So I really think that those, it's, it's a really hot time to get into kind of social selling and social lead generation.
Margo: 39:22 That's a very solid plan to kind of appear online and start responding to questions that it starts following questions. So far we're potential leads. Um, yeah, that, that's something solid.
Mick: 39:36 And do the thing, just to kind of add to that is that just remember that you can make a one to one sale so you can make a sale to the person that asked the question, but just remember that it's all public. So the next person or their friends or their network might see that. So it has a, it has a knock on effect. It's like, it's like if you created a blog post for a single person and then a 100 people read it. It's so, you know, it's, it's evergreen content. So it works from that as well.
Margo: 40:06 Right. So where can our listeners find you if they want to ask you several more question and also applied to their, to their brands, to their companies?
Mick: 40:15 Yeah. I have to practice what I preach so you can post to me wherever you want and I'll find you, but, um, you know, ideally I would say that, you know, my, my hot places to be like Linkedin, I promised that I will still reply to every message even though it's in a crowd of, of terrible sales pitches that you can find me on twitter. You can find me via any kind of Brand24 channel if you are a Brand24 user and you want to know more about the things that I talked about, just even use our live chat option. You know what we've got it open here and just say like, you know, this message is for men. So you know, anyone got any questions? I will do my best to find you wherever you put them in a and answer them.
Margo: 40:57 That's great.
Mick: 41:00 No problem. Thanks so much for the invite. I really appreciate it. And Yeah, happy to follow up, but any of the things I talked about and again, really, really appreciate the opportunity.
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