This Enterprise Engagement Alliance YouTube Show addresses how to apply effective content marketing strategies to increase inbound inquiries, shorten the sales cycle time, increase close ratios, and improve referrals.
“How to Increase Your Sales and Profits Through Effective B2B Content Marketing” with Rachel Cogar Yeakley - Founder and CEO, gets at the heart of meaningful and effective business-to-business marketing: helping and sharing, instead of selling. Click here for the show.
To succeed, she says, you must first unlearn "me-oriented" sales and marketing.
This Enterprise Engagement Alliance YouTube Show addresses how to apply effective content marketing strategies to increase inbound inquiries, shorten the sales cycle time, increase close ratios and referrals. How? By identifying the people you can help and by both listening and sharing information to build trust so that you’re a go-to resource when someone is in a buying mode.
This EEA interview with Rachel Cogar Yeakley, who runs an advisory firm with extensive experience in the engagement field and leadership coaching, outlines the critical elements to a modern business development process.
Unfortunately, she says, most marketers must unlearn almost all the old rules in order to stop selling. Instead focus on the needs of ideal prospects and demonstrating, not just saying, how you will address them.
Key steps to success. (You can skip all the seminars trying to sell you Linked in spam scams.)
Have a clear vision of your organization’s value to whom.
Translate that vision into a story supported by an expert content strategy that demonstrates your leadership. If your posts are focusing on you instead of your audience, stop it! No one cares but your best friends and loved ones.
Post at least twice a week but not just for the sake of posting. Use that same useful content you post for your blog and e-newsletters too. Respect that time is our most valuable asset. Put your key message at the front of every post, video or word.
Do not use LinkedIn to brag. If you must, demonstrate how your accomplishments help others. Sorry, probably no one but you or your colleagues care about that award you've won or are being nominated for. Unless it's the Oscar's, of course....
Engage your team. Make sure the sales or other teams are contributing ideas and sharing content.
Follow and dialog with prospects. Listen to and comment on what they are saying if you have something to add. Tag people whose content you mention in posts, not to try to build traffic to your posts.
Be authentic. Do not connect with people on LinkedIn to sell them or use services that automate that intrusive process, and don't form groups of people liking each other's comments. It's a waste of everyone's time and grows tiring.
You can’t fake expertise. You cannot hire junior people to create content for senior leaders.
ROI: An effective content marketing program can generate a year's worth of value in terms of more inbound leads, greater access to potential customers, and higher conversions for less than the cost or person hours in most cases involved with a single trade show.
For More Information
Rachel Cogar Yeakley
Master the “S” of Environmental, Social, Governance (ESG), A.k.a. Stakeholder Capitalism
The Enterprise Engagement Alliance at TheEEA.org is the world’s first and only organization that focuses on outreach, certification and training, and advisory services to help organizations achieve their goals by fostering the proactive involvement of all stakeholders. This includes customers, employees, distribution and supply chain partners, and communities, or anyone connected to an organization’s success.
Training and Thought Leadership
- Founded in 2008, the Enterprise Engagement Alliance provides outreach, learning and certification in Enterprise Engagement, an implementation process for the “S” or Social of Stakeholder Capitalism and Human Capital Management and measurement of engagement across the organization.
- The Enterprise Engagement Alliance provides a training and certification program for business leaders, practitioners, and solution providers, as well as executive briefings and human capital gap analyses for senior leaders.
- The EEA produces an education program for CFOs for the CFO.University training program on Human Capital Management.
- Join the EEA to become a leader in the implementation of the “S” of ESG and Stakeholder Capitalism.
- The ESM information portal and The Enterprise Engagement Advisors Network solution provider marketplace cover all aspects of stakeholder engagement, and the EEA information library lists dozens of resources.
- The RRN information portal and Brand Media Coalition marketplace address the use of brands for gifting, incentives, recognition, and promotions. The BMC information library provides information and research resources.
The EEA Human Capital Management and ROI of Engagement YouTube channel features a growing library of 30- to 60-minute panel discussions with leading experts in all areas of engagement and total rewards.
- Enterprise Engagement for CEOs: The Little Blue Book for People-Centric Capitalists. A quick guide for CEOs.
- Enterprise Engagement: The Roadmap 5th Edition implementation guide. A comprehensive textbook for practitioners, academics, and students.
Enterprise Engagement Advisory Services
The Engagement Agency helps:
- Organizations of all types develop strategic Stakeholder Capitalism and Enterprise Engagement processes and human capital management and reporting strategies; conduct human capital gap analyses; design and implement strategic human capital management and reporting plans that address DEI (Diversity, Equity, and Inclusion), and assist with managed outsourcing of engagement products and services.
- Human resources, sales and marketing solution providers profit from the emerging discipline of human capital management and ROI of engagement through training and marketing services.
- Investors make sense of human capital reporting by public companies.
- Buyers and sellers of companies in the engagement space or business owners or buyers who seek to account for human capital in their mergers and acquistions.
For more information: Contact Bruce Bolger at Bolger@TheICEE.org or call 914-591-7600, ext. 230.