Summary:

Today's episode is a must-listen for anyone looking to enhance their coworking business. 

We are joined by Connor, Director of Revenue Operations at Impact, a marketing agency that helps companies in-house their marketing and improve inefficient sales processes.

Connor's insights are particularly valuable for coworking spaces aiming to attract and retain members through effective marketing strategies. 

Connor is a key figure in the Impact Plus community, recognised for his work with the "They Ask, You Answer" framework.

You’ll see the journey of Marcus Sheridan, whose content marketing strategy turned his pool company into a multimillion-dollar business, offering valuable lessons for coworking spaces on leveraging content to drive engagement and sales. 

Connor illuminates the buyer's journey, emphasising how businesses can use their websites to guide potential customers through this process, ultimately leading to higher conversion rates. 

He also delves into the enduring effectiveness of email marketing and identifies common pitfalls small businesses encounter when outsourcing their marketing efforts. 

Finally, Connor explains why focusing on outcomes rather than deliverables is essential for creating successful agency partnerships when marketing your businesses. 

Timeline Summary:

2:04 – Connor introduces himself, mentioning his background and current role in Connecticut.

3:00 – The story of Marcus Sheridan's early adoption of HubSpot and pioneering content marketing efforts.

5:02 – Marcus Sheridan's success story: Turning content into $35 million in sales by answering customer questions.

7:00 – Breaking down the buyer's journey and how a well-structured website can guide customers.

10:55 – The "Don't screw it up sale" – a tale of a highly informed customer making a swift purchase decision.

14:35 – The vital role of email marketing in maintaining customer engagement and driving sales.

16:19 – Common mistakes small businesses make when outsourcing their marketing, such as not knowing what they are outsourcing.

21:22 – The importance of prioritising outcomes over deliverables in agency partnerships for mutual success.

Links & Resources:

* They Ask, You Answer by Marcus Sheridan

* Marcus Sheridan on LinkedIn

* Impact Plus Community 

* River Pools & Spas Website

* London Coworking Assembly Forum & Bar Camp

* Coworking Values Podcast on LinkedIn

* Virtual Headquarters - join the independent virtual office network for your coworking business.

* Join the next Community Builder Cohort

* Join the 7k people in the LinkedIn Coworking Group

* Connect with Bernie on LinkedIn

* Connor on LinkedIn - The best place to find his videos and written posts.

One More Thing

Remember, the strength of our communities lies in our collective efforts and shared values.

Please rate, follow, share, and leave a review for the Coworking Values Podcast; it helps our show have an even greater impact.

It also helps people in the general public and your neighbourhood understand coworking, how it can benefit their local community, and how it can benefit them in building their careers, projects, and work.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit coworkingvaluespodcast.substack.com