Mastering B2B Marketing

It's so easy to get discouraged and quit when you're posting on social media and not getting any engagement or leads.

I can totally relate. 

But here's the thing... Eventually, you will quit because you're not getting any results (ROI). It's important to change our thinking on this. The same thing applies to a podcast show. You don't just quit your podcast show because you're not getting X amount of downloads or X amount of subscribers or X amount of clients. That's the wrong focus and motive. 

It's a timing thing with your audience. 

It's a top-of-mind strategy. 

The more you post on social media the more you show up in their feed. 

I've had multiple people tell me that they loved my recent podcast episode, my YouTube videos, or my LinkedIn post without ever engaging with it. 

A lot of people are eyeballing your content and digesting it. Look at how many people viewed your posts. 

They might not click on that LIKE button but they definitely LIKE it. :)  

I was recently in a Zoom meeting with a prospect and he mentioned seeing all my stuff on LinkedIn and then told me, "I feel like I already know you." (and this is the first time I met him) 

That's being top of mind and people will turn to you when that need is there but focus more on providing quality content to your audience. 

Try posting daily or weekdays only. Post valuable, insightful, and inspirational content. Humans want this. 

Post on your personal profile and not the company page. 

Your profile will get you way better results than the company page because humans want to learn and do business with humans. 

Do it for a year and I promise you will get results. Heck, do it for 6 months and you'll still see results. Also, start incorporating video. Humans want to see humans and relate to them. 

Be patient. It takes time. 

Hope this brings you value. Make it a great day! 

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Send me a direct message on LinkedIn! linkedin.com/in/jesus-mcdonald

In this podcast episode, I interview Danielle Diamond who is the Founder and Executive Creative Director of Epiq Media. 

Danielle is dedicated to blending high-growth marketing strategy with Hollywood creativity. 

Regarded as one of the leading creatives in B2B and social content today, Danielle has directed content for companies like Drift, Privy, DGMG, User Interviews, Boundless, Loom, Snapchat, Rosetta Stone, Vicks, King, Zenni Optical, Calm, Adidas, Native, Tampax, and more. 

Her work has contributed to 30M+ organic views, 500K+ followers, and over $250M in funding and revenue for her collective client portfolio. 

When Danielle isn’t growing brands, she can be found singing show tunes and consulting as a writer alongside Disney screenwriters and Tony-Award Winning Producers. Most recently, she worked on the production of Weird Little Flute for Saturday Night Live (SNL). 

If you catch her on a Zoom meeting, she’ll most likely be accompanied by Bruce, her Bengal Cat. 

Talking points: 

1. What inspired Danielle to choose a career in video production 

2. The difference between Headliner and custom video 

3. Why the type of video on your homepage matters

4. Why DaVinci Resolve is a good video editing software for beginners 

5. Danielle’s process for video production and brand strategy 

6. Advice and tips for B2B marketing professionals

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The type of keywords that are most effective to hook your ideal audience. 

Using a number in your copy. For example: If you want to save 15% or more on car insurance… 

Take it a step deeper to understand the motivation of your ideal audience. 

I had the pleasure of interviewing Scott Gelber who is the Marketing Manager for NYSHEX (New York Shipping Exchange). Prior to NYSHEX, Scott worked for Diligent Corporation and Honest Buildings (Acquired by Procore Technologies) helping them build out demand generation strategies and processes. He’s experienced in demand generation, marketing operations, and sales development. 

Talking points:

1. The type of keywords that are most effective to hook your ideal audience

2. Demand generation professionals should be getting paid commission 

3. The most effective demand generation strategy

4. B2B marketers need to be more creative

5. Advice and tips for B2B marketing professionals

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Send me a direct message on LinkedIn! linkedin.com/in/jesus-mcdonald

1. Hashtags work. 1-3 hashtags are the sweet spot. Don’t go over 3 hashtags. This isn’t Instagram. 

2. The time you publish matters. 8am seems to be the best time to publish. 

3. Text-only and video posts work best. Though I will say that I'm seeing LinkedIn Polls getting more popular these past few weeks. 

4. The type of posts that are getting the most engagement is either insightful, inspirational, or valuable. 

5. Don’t add links to your posts. LinkedIn hates this so instead add links to the comment section. 

6. Emojis help with engagement... so let me add one now. 😁 

7. When you scroll through your feed and you really love something that someone posted, don’t click on that SHARE button. LinkedIn kills the reach. Instead, LIKE and COMMENT on the content you want to support. 

8. Be authentic. You're a human and you're providing content to humans. 

What else would you add to this list? 

P.S. I’m currently experimenting with video captions by uploading the captions directly to LinkedIn. I’ll let you know how it goes in a few weeks. This podcast episode was created while I was driving to the dentist.

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Not just B2B marketers but ALL marketers should consider doing a website audit before making a handful of changes to the site or doing a redesign.

Sam Moss does a great job talking about website audits: 

It's more of a conversion audit, more or less, which means...

1. We go over the content of the website

Basically, we provide this to give a second pair of eyes for your marketing team or for your company. That second pair of eyes that can say, yes, you're either doing it right, or here are some key areas that you can improve. 

It's tough for you to see what customers are experiencing. 

We give some corrective criticism, we record the call and then we shoot it over to them. 

P.S. When it comes to website audits, Sam’s recommendations are on point. And he won’t promote this but I will (LOL), check out his new website. He just went through a website redesign and it looks amazing. I’m personally using his website as inspiration for my prospective clients.

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Sam's website: 1clickagency.com 

Send me a direct message on LinkedIn! linkedin.com/in/jesus-mcdonald

In this podcast episode, I share what I learned with LinkedIn polls. 

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Send me a direct message on LinkedIn! linkedin.com/in/jesus-mcdonald

Here's why I LOVE working with B2B marketing professionals: 

1. I myself am a marketing professional 

2. There's a natural vibe because we both get marketing 

3. We're always sharing our thoughts and ideas to help one another 

The other day my client said that he loved that I was doing an audio and video experience when it came to podcasting because it provided my audience with more options to consume my content. They just launched their podcast and they wanted to imitate my strategy. 

Here's what I literally told my client: 

Start a YouTube channel so you can start uploading videos. (They loved the idea.) 

Your YouTube channel is for SEO purposes, not for subscribers. 

Since you're already publishing short clips of your podcast episodes on LinkedIn, you might as well upload the short clips and full episodes on YouTube. Sure, it's one extra step, but totally worth it. 

Google owns YouTube and the captions help tremendously for your SEO strategy. So why not? 

So I told him, "go to my YouTube channel, search Jesus McDonald, and go to any of my videos and go to the description area. Copy, paste, and personalize that sucker for yourself." 

It's a beautiful thing that we get to learn and grow together. 

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Hey guys. So I ran 2.7 miles in 30 minutes.

To give you guys some context:

I'm on this daily challenge, I challenged myself to do 30 minutes of any type of physical activity. Could be walking. It could be jogging. It could be running, weightlifting, a HIIT workout, yoga, CrossFit. I mean, you name it.

My daily challenge is to do it nonstop for 30 minutes. And dang, that's hard. Today I chose jogging for 30 minutes and here's the thing...

It doesn't matter how far I go.

It doesn't matter how slow I am.

What matters to me is doing it nonstop and spending quality time in those 30 minutes.

This also applies to marketing. Putting in 30 minutes a day into learning a software, being better at copywriting, reading a book, listening to a podcast, you name it. Challenge yourself.

Quality time is valuable and it's worth it.

The more you do it, the better you’ll get at it. 

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A common question I get asked: Should I keep everything in HubSpot or move everything to WordPress? 

Here’s my answer to this question: 

- I recommend keeping everything in one environment: WordPress. 

- We keep a copy on the WordPress database for all the forms collected on the website 

- Blogs can easily be exported to WordPress 

We can use the forms from HubSpot and just migrate the blogs to WordPress along with the new website design. 

WordPress was originally made for blogs, so that's what they do best. At least, migrating the blogs will be a good idea. If it was me, I would keep it all under one umbrella. 

Why? 

Google recommended page load time is under two seconds. 

At Google, they aim for under a half-second. Fast matters. The customer experience matters. 

For that reason, the less third-party software your site relies on the better your website performance will be. Page load time will be faster if everything was kept under one umbrella like WordPress. 

Fewer connections, less back and forth, faster delivery. 

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Send me a direct message on LinkedIn! linkedin.com/in/jesus-mcdonald

In this podcast episode, I share the importance of observing your audience's behavior when it comes to marketing.  

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Send me a direct message on LinkedIn! linkedin.com/in/jesus-mcdonald