Marcus Murphy From Digital Marketer - The 5 Key Steps To Optimize Sales Navigator And How To Use It To Develop Long Term Business Relationships

Links Mentioned:

Click here to download the shownotes

Marcus Murphy LinkedIn Profile

Marcus Murphy Digital Marketer Blogs

The 10-Point LinkedIn Audit

www.GetMeToDone.com

www.Productiveinsights.com

www.PremiumProductivity.com

www.CallAshRoy.com

www.Youtube.com/ProductiveInsights

Related Episodes:

170. Ryan Deiss From Digital Marketer Reveals The 5-Step Conversion Funnel That Turbo-Charges Your Business Growth

171. Email Marketing Success Strategies Revealed with Co-Founder of Digital Marketer Richard Lindner

172. Strategic Partnerships And How To Use Them To Grow Your Business Fast With Roland Frasier From Digital Marketer

173. The 5 Step Process To Optimize Your LinkedIn Profile And Attract Your Ideal Clients With Marcus Murphy From Digital Marketer

075. Joe Pulizzi — Founder of Content Marketing Institute — Does Your Content Fit Into Your Buyer’s Journey?

001. Neil Patel (Kissmetrics Founder) On How To Make Better Decisions Around Client Selection, Branding and Investing

Transcript

Ash Roy: Welcome back to the productive insights podcast. This is ash Roy, the founder of productive insights.com, and I'm super excited to have Marcus Murphy back to talk about LinkedIn sales navigator. Now, if you haven't listened to part one of this two part conversation, definitely head over to www.ProductiveInsights.com/173 where we talk about how to set up your LinkedIn profile in five steps and how to use LinkedIn to have meaningful sales conversations and change the conversation around selling. Marcus has shared some awesome tips in that episode around it, how to actually not be the sleazy, disliked salesperson, but rather be the more empathetic, ethical, diagnostically focused salesperson who understands his or her prospects problem and then looks to solve it in a meaningful way and LinkedIn is an awesome tool to do that. To definitely check out productive insights.com forward slash one 73. Now, in this second part of this two part conversation, which is www.ProductiveInsights.com/174 where you can access all the show notes. Marcus is going to share some absolute awesome ideas around how to use sales navigator, the paid version of LinkedIn to take things up a notch, so welcome back, Marcus.

Marcus Murphy: Thank you so much for having me back. I think of that foundational piece. If you haven't listened to the first episode where we go through building kind of that all star profile and really making sure that your professional brand is intact. That's the first one I would do before hopping into this paid version because there's so many things you can do for free before paying for some of the tools, but if you're going to pay for anything, the sales navigator tool is by far the way to go.

Ash Roy: Absolutely. Let's jump into the content. So how is sales navigator different from the free version of LinkedIn and why would we want to use sales navigator What benefits would it give us

Marcus Murphy: Sales navigator is basically a way to aggregates opportunity. What it's doing is it's literally combing through, allowing you to put in targets and allowing you to essentially put in who you would like to connect with so you're being more intentional about who you're targeting very specifically and what it does is it's giving you recommendations and it's also a search feature is probably it has an advanced feature for it search. It's allowing you to really narrow down profiles and be able to connect in new ways with the platform so it's using its software to be able to pull in, allow you to identify exactly the Avatar and the client profile that you're looking for...

The 5 Step Process To Optimize Your LinkedIn Profile And Attract Your Ideal Clients With Marcus Murphy From Digital Marketer

Links Mentioned:

Click here to download the podcast shownotes

Marcus Murphy LinkedIn Profile

The 10-Point LinkedIn Audit

www.GetMeToDone.com

www.Productiveinsights.com

www.PremiumProductivity.com

www.CallAshRoy.com

www.Youtube.com/ProductiveInsights

Related Episodes:

170. Ryan Deiss From Digital Marketer Reveals The 5-Step Conversion Funnel That Turbo-Charges Your Business Growth

171. Email Marketing Success Strategies Revealed with Co-Founder of Digital Marketer Richard Lindner

172. Strategic Partnerships And How To Use Them To Grow Your Business Fast With Roland Frasier From Digital Marketer

Key Points and Insights

05:04 - Why it's important to have an empathetic approach to sales (and how LinkedIn helps)

07:53 - How to use LinkedIn to develop a diagnostic approach to problem-solving

11:27 - What makes LinkedIn different from other social media platforms

13:24 - Quality vs Quantity when it comes to LinkedIn connections

13:52 - "Conversation is the new lead" - Ryan Deiss

17:20 - Specific aspects of your LinkedIn profile you should optimize first

29:33 - Is it a good practice to use video to increase your LinkedIn content ranking?

35:28 - How to use micro videos for content promotion

37:31 - Wardrobe: What to wear when creating videos on LinkedIn

40:21 - How to optimize the "experience section" on your LinkedIn profile

42:25 -How to optimize the "skills and endorsement" section on the LinkedIn profile

43:41 - How to get more endorsements on LinkedIn

45:40 - What to do with the recommendation/ review section on your LinkedIn profile

47:49 - Key Insights and Action Steps

Transcript

The 5-Step Process To Optimize Your LinkedIn Profile With Marcus Murphy From Digital Marketer

Ash Roy: Hello and welcome to the productive insights podcast. This is your host, Ash Roy and the founder of productive insights.com. I'm delighted to have a special guest, Marcus Murphy, and he's somebody I've been very keen to have on for quite a while because he is here to change the conversation around sales by changing the sales conversation and specifically, we're going to be talking about LinkedIn and how to achieve and more authentic approach to sales around LinkedIn. Now, just to put a bit of context around this, there is a lot of negative hype around sales in general and probably for good reason because unfortunately sales has been associated with being pushy and slimy, but both Marcus and I feel that it doesn't have to be that way, that sales is about solving a problem and it's about being empathetic in today's world. Marcus and I failed. That. Being strategic, helpful and empathetic is what helps us to win as salespeople, and more importantly, it helps the customer to win. So, I'm delighted to welcome Marcus Murphy from digital marketer Dot Com. Welcome, Marcus.

Marcus Murphy: Hey, thank you so much for having me. Appreciate it.

Ash Roy: Oh, it's great to have you on the show, man. Let's start by talking about why it's important to have an empathetic approach to sales and how linked in helps us to achieve this in particular.

Marcus Murphy: First of all, this topic is fantastic. The reason why it's fantastic is because every single person, whether you admit that you're a salesperson or not, if you want a company out or you are right, because fundamentally you need to win new business. You need to get new clients, new customers. Um, so everybody needs to kind of hear this good news of being able to bring sales back into wha...

Strategic Partnerships And How To Use Them To Grow Your Business Fast With Roland Frasier From Digital Marketer

Links Mentioned:

Click here to download the podcast shownotes

www.GetMeToDone.com

www.digitalmarketer.com

www.rolandfrasier.com

www.rivalbrands.com

www.plattr.com

www.survivallife.com

www.makeuptutorials.com

www.doityourselfproject.com

www.Productiveinsights.com

www.PremiumProductivity.com

www.CallAshRoy.com

www.Youtube.com/ProductiveInsights

 

Related Episodes:

170. Ryan Deiss From Digital Marketer Reveals The 5-Step Conversion Funnel That Turbo-Charges Your Business Growth

171. Email Marketing Success Strategies Revealed with Co-Founder of Digital Marketer Richard Lindner

049. Porter’s 5 Forces To Analyse Your Business’ Viability

 

Key Points and Insights

6:11 - How strategic partnerships work and why you might want to consider them as a business growth strategy

8:05 - How Roland Frasier has used this approach to grow multiple businesses fast

9:33 - When it makes sense to align with a strategic partner to acquire their talent or their team

11:26 - Intellectual Property

13:53 - Vertical and Horizontal Integration and how this helps you to grow your distribution

17:24 - Media buys

19:01 - The value-based pricing approach

19:50 - How to apply this strategy to grow a membership site

20:50 - Catering to your customers' interests

22:21 - Why it's important to find out who's currently serving your target customers

26:25 - How Roland assess the culture of a company (before acquisition)

28:20 - The diamond framework to assess a company's culture

30:31 - Transactional leadership vs Transformational leadership

33:12 - The Apple Leadership Strategy

36:12 - Key Insights and Action Steps

Digital Marketer Co-Founder Richard Lindner Shares His Success Strategies Around Email Marketing

Links Mentioned:

Click here to download the podcast shownotes

www.digitalmarketer.com

www.Productiveinsights.com

www.PremiumProductivity.com

www.CallAshRoy.com

www.Youtube.com/ProductiveInsights

Books Mentioned:

Influence: The Psychology of Persuasion, Revised Edition

Pre-Suasion: A Revolutionary Way to Influence and Persuade

Save The Cat! The Last Book on Screenwriting You'll Ever Need

Related Episodes:

140. Andre Chaperon — Email Marketing Genius And Creator of AutoResponder Madness

104. Taking Leadership or Giving Leadership? Which Makes You A Better Leader?

Email Marketing Hacks

How to build an engaged email list — Email List Hygiene

Hint: Less is more.

The size of your email list doesn’t matter as much as how engaged your email list is.

Don’t measure the size of your list. Measure the effectiveness of your list.

Measure the extent to which your readers engage with your emails. Some metrics you might want to consider include open rates and click-through rates.

Here’s the paradox: Continuing to email an unengaged mailing list means your engaged users are likely to receive less of your emails.

You need to know when a user becomes, or a reader becomes unengaged. You then have to trigger a specific re-engagement campaign.

What happens if they still don’t engage?

You stop talking to them!

When someone tells me they don’t have enough traffic coming to their website, I often counter it with this question: “how engaged is the traffic on your website?”

Here’s what happens ‘behind the scenes’ when you send out an email:

How Email Providers Like Gmail or Yahoo Mail Decide On Whether Your Emails Get Read

Email services like MSN, Yahoo, and Google, allows the first few thousand emails to randomized email addresses through, to see what the engagement rates are like.

Then they pause and measure:

Positive engagement mechanisms like:

The percentage opens

The percentage that marks the email as important

The percentage that scrolls through the email and read through it

The percentage that moves it to another folder

Negative engagement mechanisms like:

Unsubscribe percentages

The percentage that deletes the email without opening it

The percentage that archives the email without opening it

Based on these measurements, they give you a ‘grade’.

The rest of the emails from that sender with that subject line are delivered based on that grade.

A good grade means they ‘open the email floodgates’ nice and wide and let the emails through.

If the grade isn’t good, they throttle your delivery and send a high proportion of your emails straight to the spam filter.

From the email service provider’s perspective (like MSN, Yahoo and Gmail) things are simple. They’re trying to give their email recipients the best possible experience. If your emails aren’t engaging, then they will send you to the spam or the promotions folder.

They will not show it to their users because of they want to protect their users from spammy or highly promotional emails.

Email Marketing Broadcasts — How Frequently Should You Email Your List?

I often get asked this question: “How frequently should I email my list?”

Of late, I’ve realized that’s the wrong question.

A better question to ask is: How am I adding value to my email list?

The 5 Step Conversion Funnel That Turbo-Charges Your Business With Ryan Deiss From Digital Marketer

Ryan Deiss has been called one of the world’s leading digital marketers by Shark Tank star, Daymond John. He's a best-selling author, speaker, and founder of multiple companies. His entrepreneurial endeavors began while he was a college student at the University of Texas at Austin, launching his first very first website from his freshman dorm room. Fast forward to the present day, Ryan's the Founder and CEO of DigitalMarketer.com. He’s the creator of the “Customer Value Optimization” methodology and his company, DigitalMarketer, is the leading provider of digital marketing training and certifications. The DM community has over 15,000 paid members and over a half a million subscribers.

What's Digital Marketer's mission? To double the size of 10 thousand businesses by 2020.

Ryan is also the founder and host of the Traffic & Conversion Summit, the largest digital marketing conversion conference in North America.

I had the pleasure of meeting Ryan ad the Digital Marketer Down Under Summit in 2018 and am delighted to have hosted him on the Productive Insights Podcast.

Links Mentioned:

www.digitalmarketer.com

100 Books Every Marketer Should Read

The DigitalMarketer Podcast

Perpetual Traffic by DigitalMarketer

www.Productiveinsights.com

www.PremiumProductivity.com

www.CallAshRoy.com

www.Youtube.com/ProductiveInsights

Books Mentioned:

Ready, Fire, Aim: Zero to $100 Million in No Time Flat

The Wizard of Ads: Turning Words into Magic and Dreamers into Millionaires

The Goal: A Process of Ongoing Improvement

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003. Jon Morrow (Copyblogger) On How To Use Blogging To Build A Highly Successful Business Online

026. Survey Funnel Formula with Ryan Levesque – How to Ask Your Way to Profit

116. Brian Clark — Founder of Copyblogger — On How To Create Content That Converts, Empathy Maps, How To Use Content To Build An Eight-Figure Business and Lots More!

117. How to Create An Empathy Map

140. Andre Chaperon — Email Marketing Genius And Creator of AutoResponder Madness

The 3-Step Process To Creating A Powerful Mission Statement

Digital Marketer's mission statement is to double the size of 10,000 businesses by 2020.

Why create a mission statement? How does it help?

A mission statement helps create a tangible common goal which all your team members can rally around. It helps to set the direction of your business and enables you to lead your team with purpose.

It means you can hire better team members for a specific purpose with a specific focus.

Identify your unique selling proposition (USP)

Decide on what it is you bring to the market that’s unique and that you can do better than anyone else. This relates to what Warren Buffett calls your ‘durable competitive advantage’.

Let’s say you’re a business coach. Your competitive advantage might be that you get your clients results that increase their profitability and you do this better than any other coach in the market.

Your USP is that you get your clients results that can be measured by an increase in profits

Clarify what success looks like and how you’ll measure it

Let’s say you want to provide an incredible return on investment (ROI) to your customers. Make that a metric you measure yourself against.

Measure the percentage of customers who receive more than 100% ROI after having worked with you.

Combine your unique selling proposition with your measurable outcome.

So,

How to Overcome Implementation Paralysis with Sonya Keenan - Part 2

Links Mentioned:

Click here to download the podcast shownotes

www.omnichannelmediagroup.com

www.digonline.com.au

www.Productiveinsights.com

www.PremiumProductivity.com

www.CallAshRoy.com

www.Youtube.com/ProductiveInsights

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055. Ezra Firestone on How To Use E-commerce To Take Your Business From Six Figures To Seven

062. Suzi Dafnis On How To Find Your Ideal Mentor

142. Harvard Asst. Professor of Psychiatry — Dr. Srini Pillay — On The Power Of The Unfocused Mind and Productivity – Part 1 of 2

143. Harvard Asst. Professor of Psychiatry — Dr. Srini Pillay — On The Power Of The Unfocused Mind and Productivity – Part 2 of 2

 

How to overcome information paralysis — Key Insights and action steps

Use re-engagement campaigns to re-connect with your existing customer list.

It costs between 5 and 9 times as much to find a new customer as it does to retain an existing one. Companies often go looking for new business when they should focus on re-engaging with their existing customers and offering those customers more value.

There are several ways to do this:

Send out a re-engagement email

Figure out what your customer needs at this point in their journey and offer them products that solve those problems in at this point in their lives. This could mean offering them products related to the one they originally purchased. You already have their trust. Why not offer them good quality solutions in the form of products?

Make your customer the hero and you be the guide

An important way to connect with your prospect or customer is to focus on them and their journey. Focus on serving them and make them the hero of the story.

Start with a low-end offer and then make higher ticket offers once you have the customers’ trust

At all times the product should offer more value than the price the customer pays for the product. This is critical.

The customer should always ‘win’. That said, it’s a great idea to move the customer up the ‘product escalator’ once your relationship has changed from a ‘website browser’ to a ‘paying customer’.

If a high-end offer makes sense, then don’t drag your customer through a series of low-end offers

Again, this comes back to the customers' needs. The customer’s needs come first. If your customer wants to buy your high-end product because that solves their problem, don’t force them through the ‘product escalator’.

It sounds silly I know, but I’ve seen businesses do this.

Don’t let that be you.

Get your customer to commit time (not just money)

In today’s information age, time is increasingly scarce. It’s become a precious resource. If you can get your customer to commit time to you, that means a lot.

Focus on getting your customer to investing time with you through continuity programs, challenges, etc.

Don’t under-price your products (that can hurt your business)

If you went to see a heart surgeon and she offered to perform your surgery for only $10, I’m guessing you’d run in the other direction.

Price is a signal.

Don’t under-price yourself or you’ll lose customers (unless you’re in a very commoditised market).

There are several other factors that influence the price. Have a listen to this episode where I spoke to Kyle Tully about pricing and how it’s perceived as one of the many factors when a customer buys.

Other questions (besides price) that customers are asking themselve...

How to Overcome Implementation Paralysis with Sonya Keenan - Part 1 of 2

 

 

 

Links Mentioned:

Click here to download the podcast shownotes

www.omnichannelmediagroup.com

www.digonline.com.au

www.Productiveinsights.com

www.PremiumProductivity.com

www.CallAshRoy.com

www.Youtube.com/ProductiveInsights

Related Episodes:

052. Specific Mindset Techniques To 10X Your Prices — With Kyle Tully

055. Ezra Firestone on How To Use E-commerce To Take Your Business From Six Figures To Seven

062. Suzi Dafnis On How To Find Your Ideal Mentor

142. Harvard Asst. Professor of Psychiatry — Dr. Srini Pillay — On The Power Of The Unfocused Mind and Productivity – Part 1 of 2

143. Harvard Asst. Professor of Psychiatry — Dr. Srini Pillay — On The Power Of The Unfocused Mind and Productivity – Part 2 of 2

Key Points and Insights:

6:40 - How screens on our smartphones and smartwatches create the paradox of choice

7:35 - "We don’t have the knowledge to decide what we need for our business"

8:26 - How the access to unlimited information has created information paralysis

10:33 - You have to understand how to acquire customers in the most cost-effective and scalable way

11:23 - The effective hourly rate as explained by James Schramko

12:36 - How Sonya uses the effective hourly rate when coaching clients

14:05 - The problem with boosting posts on Facebook's recommendations

14:26 - How facebook probably spends your advertising budget ‘under the radar’ in $10 increments

15:55 - You can be doing things and still have implementation paralysis

16:54 - Getting clear on what success looks like and

17:45 - How digital marketer uses testing around email marketing

19:08 - How I use a feature in Active Campaign to automate testing around email marketing

20:13 - The ‘pick your church and stick to it’ strategy to avoid implementation paralysis

21:20 - Shiny object syndrome in digital marketing

3 Ways To Position Yourself As The Obvious Choice For Your Customer By Improving Your Competitive Advantage

Links Mentioned:

Click here to download the podcast shownotes

www.Productiveinsights.com

www.PremiumProductivity.com

www.CallAshRoy.com

www.Youtube.com/ProductiveInsights

Related Episodes:

075. Joe Pulizzi — Founder of Content Marketing Institute — Does Your Content Fit Into Your Buyer’s Journey?

116. Brian Clark — Founder of Copyblogger — On How To Create Content That Converts, Empathy Maps, How To Use Content To Build An Eight Figure Business and Lots More!

117. How to Create An Empathy Map

The Steve Jobs Guide to Using Death as The Ultimate Change Agent

Key Points and Insights:

1:38 What is competitive advantage and why does it matter so much?

2:47 What happens if you don't have a sustainable competitive advantage?

3:30 The importance of developing a deep understanding of your customer

4:20 Using a good content marketing strategy to position yourself as a trusted authority in your niche

5:50 Getting clear on your natural strengths to enhance your competitive advantage

7:40 How Steve Jobs sustained himself when building Apple.

9:34 Key Action Steps you can take right now to improve your competitive advantage

How To Use Referral Based Marketing To Grow Your Business - With Robert Gerrish After a career in marketing and design in London, culminating in the sale of his business to Saatchi & Saatchi Advertising, Robert Gerrish began the search for more meanin...

How To Build a Self-Sustaining Business Using Marketing Automation - With Carl Taylor Since 2010, Carl Taylor has been teaching the world how to stop dreaming and start achieving. After spending over $100,