Marketing, Web Marketing

August 2024 Planner

Since it’s also a new month, my team has prepared the August 2024 — Month Planner for you (Google Doc, no opt-in).

To get your own editable version, remember to click “File > Make A Copy”

Use this August 2024 Planner to map out your content for the month.

License our Marketing IP.

As you know, my team converts my popular marketing templates into fully editable versions in a range of formats: Canva, Google Docs, Google Sheets and fillable and editable PDFs.

We’ve got a library all ready to go, including:

  • Web Strategy Planning Template
  • Social Media Planning Template
  • LinkedIn Profile Checklist
  • SEO Planning Template
  • Negative Comments Response Template
  • Influencer/Aspirational Contacts Template
  • Case Study Framework Template
  • Content Marketing Sales Funnel
  • Weekly Content Planner
  • Flagship Content / Lead Magnet Checklist
  • 12 Month Content Planner
  • Editorial Calendar Template
  • Calendar Year Planner
  • LinkedIn 10x Content Guide
  • Unpack IP Guide
  • Weekly Content & Delegation Planner
  • 7-Day Welcome Sequence
  • Webinar Funnel Template
  • ChatGPT Perfect Prompt Template
  • Content Matrix Template
  • Content Marketing Trello Board
  • High Trust Marketing System
  • LinkedIn Video Guide
  • Better Public Speaking Guide
  • LinkedIn Connection Guide
  • LinkedIn Conversion Guide
  • LinkedIn Nurturing Process (6 Steps)
  • LinkedIn Content Plan

You can license these templates to rebrand, edit, and make them your own and even use them commercially with your clients.

Marketing consultants, in-house teams and digital agencies have been loving these editable and re-brandable versions.

Get a Lifetime Licence inside my Template Club

For the next 3 days, get lifetime access for just $100 (usually $300 USD).
The INSIDER2 code is pre-loaded at the checkout

Get a Lifetime Licence to Template Club today

Every month we’ll release more templates until all our templates are in there.

Cheers,
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PS. When you’re ready, here are 6 ways I can help you grow:

1. Download the Web Strategy Planning Template (PDF). Our flagship 1-page tool we co-created with David Meerman Scott. It’s been downloaded over one million times and featured on Forbes.

2. Read a free chapter from our book: Web Marketing That Works — — an Amazon #1 best seller.

3. Join the private group on Facebook. Access free training resources, and hang out with 2,200+ peers.

4. Discover your marketing score. Take the 40 point Marketing Scorecard (in < 6mins) and get a customised report.

5. DIY with the ChatGPT Prompt Stack. 20 page Google Doc of custom marketing prompts to ‘stack’ together to create your content assets.

6. Let’s brainstorm. ” Book a 20 min slot to talk on Zoom.

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Web Marketing

No surprises.

I ran a poll and there were no surprises about what type of content is your favourite to create.

Of the 4 types in the Content Matrix“TEACH” is our fave!

I get it.

It’s where we feel most safe and comfortable!

I am the same and gravitate to this TEACH quadrant too.

Just remember, if we only publish “teach” content, people might think we know what we’re talking about but we are leaving a lot on the table…

  • we don’t give them a chance to get to know us
  • we deprive them of a chance to like us!
  • and we inadvertantly position ourselves in the “free education” category which isn’t exactly great for revenue — especially when there are literally millions of other free education options on YouTube and Google.

For a well-rounded content plan, we need more than just “TEACH”

  • We need “SHARE” content so people can build a personal connection with us (and like us).
  • We need “SHOW” content so people know our stuff works and get results.
  • We need “OFFERS” so people can take the next step with us.

Download the Content Matrix Template

If you’re ready to get serious about your content strategy in 2024, please message me and say CONTENT.

I’ll show you how my coaching clients map out their 2024 content and create 12 months’ worth of content effortlessly.

Cheers,
Ads

PS. When you’re ready, here are 5 ways to help consultants & advisors grow:

1. Download the Web Strategy Planning Template (PDF). Our flagship 1-page tool we co-created with David Meerman Scott. It’s been downloaded over one million times and featured on Forbes.

2. Read a free chapter from our book: Web Marketing That Works — — an Amazon #1 best seller.

3. Join the private group on Facebook. Access free training resources, and hang out with 2,300+ peers.

4. Discover your marketing score. Take the 40 point Marketing Scorecard (in < 6mins) and get a customised report.

5. Order my LinkedIn Profile Makeover Workbook: Give your profile the makeover it deserves and put your best foot forward.

6. Let’s brainstorm how to build a hands-off marketing pipeline. Book a 20 min slot to talk on Zoom

Read More
Web Marketing

What I shipped in 2023 – Year in review

Each year I write a post reflecting on the major milestones, things I’m proud of and things that could’ve gone better. Following the lead of Noah Kagan and Seth Godin I take an annual look at what ‘I have shipped’.

I do this activity as a reference for myself, and if other people find it interesting or useful, even better.

In 2023, I’ve decided to look at what has had the most impact in terms of my family, business and life in general.

Family:

It was a year of lows and highs. In March, we lost a baby girl at 20 weeks of the pregnancy. My wife, Lou, still had to give birth to her and we got to spend a few hours with her before saying goodbye. We gave her an angel name; Elita – meaning chosen one. It was an emotional experience and one I was determined would make me stronger.

It was a catalyst for us to fast track our move to the Sunshine Coast and begin a new chapter up here with Lola and Poppi our cavoodle.

The silver lining is that we’ve now fallen pregnant again and we’re expecting a baby boy this year. Our 2yo Lola is a treat and has kept us smiling and on our toes this whole time.

We’re also making sure to appreciate that this is the ‘last time’ we’ll have just Lola around before her brother arrives and completes the family. I’m very grateful and have nothing but admiration for my wife’s strength through all this.

Personal:

The main win here was the identity shift from ‘getting fit’ to ‘being fit’. This very small change in mindset made a massive difference. Instead of fluctuating and yo-yo’ing once ‘I got fit’, I’ve been able to simply ‘be fit.’

The biggest single milestone was going alcohol-free for 12 months. It began as an open-ended experiment on Christmas Day and it ended up going beyond a full year. Who knows if I’ll take it further but life has certainly been easier, more fun and more energising going AF.

2023 also marked the second full year of consistent weights training. I’ve got progressively stronger in all areas, and hit PBs in most testing weeks. Body fat has remained fairly consistent in the 15%-20% range.

A huge benefit of moving to the Sunshine Coast has been the proximity to the surf. I’ve got a group of surfing mates here, and life is great when I start the day with a surf.

I also ticked off a bucket list item which was doing the run leg of the Noosa Tri. I did 49:40min for the 10km run. During the year I also did the Noosa 1000 and Noosa 5km swims.

Health:

My mate Greg Cassar recommended a book called Lifespan by Aussie scientist and Harvard researcher, Dr David Sinclair. His book and research focuses on increasing the number of ‘good years’ in your life where you have enough health and vitality to enjoy it.

My takeaways from his book are that the Big 3 (sleep, nutrition/food and exercise) will have ~90% of the impact on your health now, and into the future.

1. Sleep: ie how you rest your body – I try to get 7-8 hours sleep.

2. Nutrition/Food: ie. what you put into your body (and when) – eat less and less often. I typically do intermittent fasting (or time restricted eating) each day (18:6) with a 3-5 day fast each quarter to reset.

3. Exercise: ie. how you move your body. I try to move everyday and do resistance training to maintain muscle. I’ve been going to the gym 5-6x a week, with a rest day on Sunday.

The fact that these 3 things will move the needle the most, is encouraging as it makes sense.

My interpretation is the extra ~10% seem to come from additional things like supplements and stressors like cold and heat exposure.

I take a combo of supplements that include MNM, resveratrol and spermidine.

I also have a chest freezer/ ice bath set up at home and do about 3-5 ice baths a week for 2-5 mins duration. Where possible I’ll went for an infrared sauna although it was only a handful of times.

I like to geek out on these things and I choose to believe they work.

However for the record, I’ve noticed that for every expert who advocates for one thing whether it’s a supplement, fasting, ice baths, or whatever there will be another health guru who will tell you it does nothing or is bad for you.

Have you noticed the same?

Work:

My business, Bluewire Media, was in its 18th year. It’s had many iterations since my friend and cofounder Toby and I were pounding the pavement in 2005 selling websites. My focus now is marketing coaching and I continue to love every minute of what I do at Bluewire. Whilst I enjoy travelling for the odd keynote presentation, I really like being at the home studio with the family.

Whilst Toby has officially left the company, I have a great team of people around me who help behind the scenes.

ChatGPT and AI was the major game-changer this year, both for me and my coaching clients. What used to take clients 3-6 months, we can now get done in a matter of hours. AI will continue to be a focus of mine.

I started working with a new business coach in 2023. I’ve always admired Troy Dean for what he’s done with his own business and also how he markets and conducts himself personally. He’s already helped me take Bluewire to a new level, and this year will continue to see breakthroughs.

In my volunteer role with the BGSOBA, I was excited to help deliver a sold-out BGS Sportsman’s Lunch in Brisbane, as well as helping on the comms side of things, by managing the private Facebook group of 3,200 members and writing the OBA newsletter to 7,000 Old Boys.

There you have it. It’s a more thorough report that I’ve done in the past.

Let me know if you find any of it useful.

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This post was originally published at https://www.bluewiremedia.com.au/what-i-shipped-2023-year-in-review/

→ Follow my content on LinkedIn

Adam Franklin

Marketing Coach & Speaker

Founder Bluewire Media

Author of Web Marketing That Works

Btw, subscribe to the Bluewire News via LinkedIn newsletter

PS. When you’re ready, here are 6 ways I can help you grow:

1. Download the Web Strategy Planning Template (PDF). Our flagship 1-page tool we co-created with David Meerman Scott. It’s been downloaded over one million times and featured on Forbes.

2. Read a free chapter from our book: Web Marketing That Works — an Amazon #1 best seller.

3. Join the private group on Facebook. Access free training resources, and hang out with 2,300+ peers.

4. Discover your marketing score. Take the 40-point Marketing Scorecard (in < 6mins) and get a customised report.

5. Get the ChatGPT Prompt Pack: 16 custom prompts to accelerate your asset creation.

6. Let’s brainstorm how to build a hands-off marketing pipeline. Book a 20 min slot to talk on Zoom.

Read More
Web Marketing

Win Hearts & Minds: 4 types of content you need to publish

“One of the concepts I covered in this week’s AI Content Blueprint workshop was the 4 types of content to win the hearts and minds of your clients.

It’s important to have the right mix of Share, Show, Teach and Offer content.

‘Share’ content gives people an insight into you as a person, ie. the real you. It might be your personal story, a glimpse behind the scenes or your philosophy, beliefs or values. It is designed to build a strong personal connection with you. Most business owners neglect this type of content because ‘who wants to know about me?’, but the reality is clients buy from people they like and whose values are aligned to theirs.

‘Show’ content demonstrates that you can actually deliver results. You could show case studies, testimonials, awards, accolades, press or praise. It proves you can walk the talk. Many business owners who err on the humble side neglect to showcase their own accomplishments or their clients’ wins. However the reality is clients will only engage you if they believe you’ll achieve results.

‘Teach’ content adds genuine value and demonstrates your expertise. This usually takes the form of helpful tips, essays, insights, lessons, and tutorials. You’d typically teach the why, the what and some of the how. The majority of business owners are most comfortable with this type of content. However if you overdo it, and neglect the other types, you run the risk of being just another knowledgable person, without any real point of difference.

‘Offer’ content is about inviting people to take action and take the next step. It can be an invite to join a workshop or download some flagship content, or an offer to book a conversation or make a purchase. Many business owners become timid here because they fear it is ‘salesy’ but the reality is you need to make offers to help your clients. I like to frame it as ‘inviting’ people as opposed to ‘asking’ or ‘selling’. Here is a Content Matrix diagram that shows you mix of 4 types of content.

This was just one of the areas we covered.

If you’d like to purchase the recording of the AI Content Blueprint workshop, it’s available now for $97 USD.

You’ll learn:

  • ​the 4 types of content you need to publish to win the hearts and minds of your ideal clients.
  • ​a practical Content Matrix Template that will allow you to brainstorm enough content ideas for 6 months.
  • ​how to uncover the perfect Content Cadence for your business.
  • ​the process to map out your ideas into a Content Marketing Calendar — that is both structured and flexible.
  • ​how to leverage ChatGPT as your first port of call for your content marketing activities.
  • ​the best AI tools to accelerate your output.

Here’s what clients and guests had to say:
“Adam has expert-level knowledge and delivers it in an engaging and practical way. Highly recommend.” ~ Richard T

“Incredibly helpful information shared in an easy to digest presentation. Excited to see the impact to my business in following the insights and tools!” ~Stacie

“Just participated in a webinar with Adam, very clear and concise and practical. Gave ideas and structure for content for next 6 months to 12 months, that you can start on straight away!” ~Noelle

PS. When you’re ready, here are 5 ways help consultants & advisors grow:

1. Download the Web Strategy Planning Template (PDF). Our flagship 1-page tool we co-created with David Meerman Scott. It’s been downloaded over one million times and featured on Forbes.

2. Read a free chapter from our book: Web Marketing That Works — — an Amazon #1 best seller.

3. Join the private group on Facebook. Access free training resources, and hang out with 2,300+ peers.

4. Discover your marketing score. Take the 40 point Marketing Scorecard (in < 6mins) and get a customised report.

5. Order my LinkedIn Profile Makeover Workbook: Give your profile the makeover it deserves and put your best foot forward.

6. Let’s brainstorm how to build a hands-off marketing pipeline. Book a 20 min slot to talk on Zoom

Read More
Web Marketing

“What’s been working well for me this year?”

This week, I had the chance to deliver a 5-minute talk at a Peer Mastermind on the Gold Coast.

The topic: “What’s been working well for me this year?”.

Mastermind crew

The Peer Mastermind crew

Here’s the 5 things I shared.

A Shift in Identity

A small change in my identity has had a significant impact in the last year.I shifted my long-held mindset of “getting fit” simply to “being fit”.

That subtle change has had a significant impact when it comes to maintaining a regular habit of training, resting and eating well.

Whereas I used to fluctuate and yo-yo after I ‘got fit’, now I just do it consistently because that’s ‘who I am’.

It’s a non-negotiable part of my life and it’s easy and enjoyable.

It’s definitely had a positive impact on nearly every aspect of my life and business, and the effects of these ‘1% habits’ seem to be compounding.

Designing my Day

One exercise that has been useful for me is designing my ideal day.

This is a work in progress and will naturally evolve, but for me right now, it looks like this:

  • A dawn surf
  • Unstructured play with my daughter in the morning.
  • Start work at 9:30 am.
  • Have a swim with my daughter after her sleep
  • Finish work by 4 pm, and go for a gym session.
  • And finally, unwind with some quality family time before an early night.

My 5 minute talk


Recognising Constraints and Prioritising

By recognising the constraints of my day, I’ve been forced to decide what’s most important with work, what can be delegated and what can be cut out entirely.

I feel it’s made my business simpler, and it forces me to focus.

Eliminating Habits
On the flip side of the ‘1% habits’ coin, I’ve also asked: “What can I try cutting from my life that doesn’t serve me anymore or just isn’t as important as the rest?”

One standout was alcohol.

It was something I could easily do without, and its absence would no doubt make me feel and perform better.

I’m now 10 months into an alcohol-free experiment, and I’m stress-free, calm and have much more energy. I don’t feel like I’m missing out on anything.


One final mindset shift

“Living in the Gain, not the Gap” is a concept from Dan Sullivan. It has been a game-changer.

It’s about appreciating the progress rather than dwelling on where you feel you could or should be.

Again it’s very simple, but high-impact.


Two Books

Two reads that have changed my perspective this year are:

  • “10X is Easier than 2X” by Dan Sullivan with Dr. Benjamin Hardy. It challenges conventional thinking and pushes for exponential growth.
  • “Atomic Habits” by James Clear. It’s deep dive into the power of habits and how tiny changes can lead to remarkable results.

This year has been about intentional living, focusing on my priorities, and aligning actions with my identity.

So far it seems to be working.

Does any of that resonate with you?

Let me know.
 

Cheers,
Ads

PS. When you’re ready, here are 5 ways help consultants & advisors grow:

1. Download the Web Strategy Planning Template (PDF). Our flagship 1-page tool we co-created with David Meerman Scott. It’s been downloaded over one million times and featured on Forbes.

2. Read a free chapter from our book: Web Marketing That Works — — an Amazon #1 best seller.

3. Join the private group on Facebook. Access free training resources, and hang out with 2,300+ peers.

4. Discover your marketing score. Take the 40 point Marketing Scorecard (in < 6mins) and get a customised report.

5. Order my LinkedIn Profile Makeover Workbook: Give your profile the makeover it deserves and put your best foot forward.

6. Let’s brainstorm how to build a hands-off marketing pipeline. Book a 20 min slot to talk on Zoom

Read More
Web Marketing

I don’t want to disturb people

“I don’t want to disturb people”…. Can you relate?

A lot of the conversations that I’ve been having with clients in my coaching program have revolved around this notion when it comes to marketing, that “I don’t want to disturb people.”

I’m sure that many of us can relate to this because why would we want to disturb people? Right?

But it’s quite a limiting belief if you view it that way.

And what I want to talk to you about now is just reframing that concept of “I don’t want to disturb people” to… “people actually want to follow somebody who they know, like, and trust.”

When you are that person, you’re not disturbing them at all.

You are showing up at the right time. You are often showing up before they need you, and you are helping guide them on the journey.

Whatever that outcome is that you and your business can help them achieve, you are wanting to find people who are going on that journey and who want to get to that outcome because those are the people that are crying out for someone to lead the way and guide them through it.

When you think about it, you don’t need a lot of people.

Most people, if they had a dozen new clients, then that’s a complete game changer for their business.

Now I’m talking typically professional services and high-value engagements, but a dozen new clients is a game changer for most people.

You don’t need a lot of people to achieve this.

There are a certain number of people that need to know who we are.

Currently, they might be strangers, so we need to introduce ourselves to them so that they know us.

Then we just need to nurture them through this know, like, and trust process.

Of course, some of the people that you introduce yourself to aren’t necessarily going gel with you or they’re not going to like you, or they’re not going to be aligned to your core values.

That’s okay.

But there are going to be a lot of people who are.

They will move into this ‘like’ phase, and then some of them over time are going to ‘trust’ you because you’ve been there holding their hand through the journey.

Then of course, some of them are going to want your actual help and will engage you at the end of the day.

To get the Dream Dozen clients, we’re not talking about having tens of thousands of connections.

We’re not talking about being an influencer and putting your face all, all over social media and running all these ads and all this kind of stuff.

We’re looking to find people that are going on this journey, who want the outcome that you can help them achieve. We just need to find a few hundred people like that because as they go through this journey, they’re going to get to know, like, and trust you and they’ll become your clients.

I’m talking about this more and more in terms of the process to get your Dream Dozen clients.

If a dozen new clients would be a game changer for your business, pay attention to the material that I’ll be putting out.

Let us  know your thoughts over on LinkedIn.

PS. When you’re ready, here are 5 ways help consultants & advisors grow:

1. Download the Web Strategy Planning Template (PDF). Our flagship 1-page tool we co-created with David Meerman Scott. It’s been downloaded over one million times and featured on Forbes.

2. Read a free chapter from our book: Web Marketing That Works — — an Amazon #1 best seller.

3. Join the private group on Facebook. Access free training resources, and hang out with 2,300+ peers.

4. Discover your marketing score. Take the 40 point Marketing Scorecard (in < 6mins) and get a customised report.

5. Order my LinkedIn Profile Makeover Workbook: Give your profile the makeover it deserves and put your best foot forward.

6. Let’s brainstorm how to build a hands-off marketing pipeline. Book a 20 min slot to talk on Zoom

Read More
Web Marketing

Negative comments can land you in (real) jail

Recently, I asked a question of readers of this newsletter & my LinkedIn connections:

“Have you ever received a negative comment on social media?”

The results are in.

Negative comments happen a lot.

And if you’re in the “It’s Not Happened Yet” category it’s probably just a matter of time until it does.
In my own experience, I’ve seen a negative comment land someone in jail for a night (true story!)

And on a separate occasion I saw the removal of an inappropriate comment get the group administrator named in the local newspaper (…this happened to me)!

Luckily there were plans in place before these events unfolded.
The worst time to be formulating a plan to respond to a crisis is in the heat of the moment.

The best time to plan is before anything happens and you have a calm mind!
So to the people who voted in my LinkedIn poll, I offered my Negative Comments Response Template (PDF).

And it’s yours today if you want it.

Download the Negative Comments Response Template (PDF)

Finally, if you’re ready to take your social media and digital marketing to the next level, let’s chat.

PS. When you’re ready, here are 5 ways help consultants & advisors grow:

1. Download the Web Strategy Planning Template (PDF). Our flagship 1-page tool we co-created with David Meerman Scott. It’s been downloaded over one million times and featured on Forbes.

2. Read a free chapter from our book: Web Marketing That Works — — an Amazon #1 best seller.

3. Join the private group on Facebook. Access free training resources, and hang out with 2,300+ peers.

4. Discover your marketing score. Take the 40 point Marketing Scorecard (in < 6mins) and get a customised report.

5. Order my LinkedIn Profile Makeover Workbook: Give your profile the makeover it deserves and put your best foot forward.

6. Let’s brainstorm how to build a hands-off marketing pipeline. Book a 20 min slot to talk on Zoom

Read More
Web Marketing

Embracing imperfect action

Embracing imperfect action, patience, and showing up.

In marketing, waiting for perfection will hold us back.

Instead, celebrate ‘imperfect action’—the decision to start, the courage to ship, and the surrender to how it pans out.

Every imperfect step forward brings us closer to our clients, and our goals and unlocks valuable relationships along the way.

Marketing also requires patience.

Trust the process, allow time for lurkers to come out of the woodwork, and enjoy nurturing long-term relationships.

Showing up means you’re there when people need you, or before they need you.

You’re the leader people want to follow simply because they like you and what you stand for.

You don’t need to be for ‘everyone’.

Nor do you need to plaster yourself all over social media to build visibility, credibility, and trust.

It can be done under the radar – to your small tribe of disciples.

Disciples who aren’t devoted to you (it’s not about you!), but who are devoted to the outcome you can steer them to.

Your job is to hold their hand.

Marketing isn’t just about the end result—it’s about enjoying the journey and the relationships.

Remember that imperfect action, patience, and showing up are stepping stones to results. Small results turn into big results.

Start the journey, celebrate your progress, and you might just surprise yourself.

Just like fishing with my daughter for the first time… We embraced imperfect action, patience, and showing up.

It was fun and we even caught a little fish – which we threw back.

Let me know your thoughts on LinkedIn.

This post originally appeared on the Bluewire Media blog.

PS. When you’re ready, here are 6 ways we help consultants & advisors grow:

1. Web Strategy Planning Template (PDF). Our flagship 1-page tool we co-created with David Meerman Scott. It’s been downloaded over 1 million times and featured on Forbes.

2. Read a free chapter from our book. Web Marketing That Works — an Amazon #1 best seller.

3. Join the private group on Facebook. Access free training resources, and hang out with 2,300+ peers.

4. Discover your marketing score. Take the 40 point Marketing Scorecard (in < 6mins) and get a customised report.

5. DIY with the 50+ Script LibraryIt’s for connecting with new people and nurturing them into high-value clients.6. Let’s brainstorm how to fill your marketing funnel. DM the word “INTERESTED” via Messenger or book a 20 min slot to talk on Zoom.

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Copyrighting, Web Marketing

AI for video/audio — — a handy tool you can use today!

Given the popularity of the AI resource on the weekend, I want to share a very handy AI tool I use for videos — called Descript.

Descript

I’ve only just scratched the surface… but what I love so far is:

  • AI transcribes the video and gives you a transcript.
  • You can use this to create captions — which great for LinkedIn, YouTube and social media videos! And of course you can use the transcript to form a written article.
  • If you stumble on your words or do any ‘ums’ or ‘ahhs’ you can simply edit out those words from the transcript and the video will trim accordingly.
  • You can add overlays like your company logo or a name tag.

Even just those features alone make it a no-brainer, especially given you can all this on the free version!

That said, some features I’m keen to play around with include:

  • you can train the AI to speak in your voice — so if you forget a line or want to re-do a section, you can type in what you forgot and it will dub it into your video, in your own voice!
  • no need for a green screen — the AI will crop out your background, so you can add in whatever you like instead.

Even if you decide to upgrade to Creator it’s only $15/mo.

I’ve told a few coaching clients about Descript and I wanted to share it with everyone.

Have fun!

Cheers,
Ads

Adam Franklin
+61 424 329 132

Marketing Coach
Founder Bluewire Media
Author of Web Marketing That Works

Btw, subscribe to the Bluewire News via LinkedIn newsletter

This post originally appeared on the Bluewire Media blog.

PS. When you’re ready, here are 5 ways help consultants & advisors grow:

1. Download the Web Strategy Planning Template (PDF). Our flagship 1-page tool we co-created with David Meerman Scott. It’s been downloaded over one million times and featured on Forbes.

2. Read a free chapter from our book: Web Marketing That Works — — an Amazon #1 best seller.

3. Join the private group on Facebook. Access free training resources, and hang out with 2,300+ peers.

4. Discover your marketing score. Take the 40 point Marketing Scorecard (in < 6mins) and get a customised report.

5. Order my LinkedIn Profile Makeover Workbook: Give your profile the makeover it deserves and put your best foot forward.

6. Let’s brainstorm how to build a hands-off marketing pipeline. Book a 20 min slot to talk on Zoom

Read More
Web Marketing

LinkedIn content & the path to commercial outcomes

Let’s talk about how content on platforms like LinkedIn should be driving you towards commercial outcomes.

When I did a poll of my LinkedIn connections recently, 51% of respondents said that content was the key driver of their business growth on LinkedIn.

Now I want to show you how you can amplify that and maximise the content that you are publishing because it is a popular topic in my LinkedIn workshops and also the coaching conversations I have had with clients recently.

Content publishing is absolutely fantastic because it keeps you top of mind. It keeps you visible and it helps build up the know, like, and trust factor.

But content on its own won’t contribute to the commercial outcomes as quickly and reliably if you just do it on its own. So let me share with you what I suggest doing in tandem with your content.

So there’s two things to consider here.

The first is, I guess there’s content which is above the surface. So everybody, well, not everybody, but a lot of people in your network will see it. You might have hundreds or thousands of impressions or views on a piece of content, and that’s great.

But also you’ve got to consider what happens under the radar that no one else sees, and that’s your private messages.

We want to be doing both – content & DMs.

Also keep in mind that I think the reason why content is so popular and why content is something that people want to learn more about, is because 99% of people on LinkedIn in particular are lurkers.

They’re actively paying attention, they’re logging in frequently. They’re viewing it on their phone or their computer. They’re observing and consuming the content, but they themselves aren’t actually actively publishing any content.

The recent studies that I saw, I think, there was over 800 million users on LinkedIn, and yet only 3 million people actively published content.

So what this means is it’s a huge, huge, huge opportunity to rise above everybody else and be visible.

Less than 1% of people are publishing content, which means it’s a huge opportunity for you.

Now, what we need to do back to this diagram, what we want to do is consider that content’s above the surface, DMs, private messages, direct messages, whatever you want to call them, are under the surface, under the radar.

So content is great, lots of people are going to see it, and now the opportunity lies with engaging with people that like your content that vote in a poll or that leave a comment and starting a private conversation with them because that brings you under the radar into the private or direct messages where the commercial outcomes typically stem from.

5 Step Nurture System

If you are familiar with my 5 Step Nurture System, you will know there’s 5 stages:

1. Connect,
2. Start a conversation
3. Gauge whether they’re interested
4. Have a hand-raiser type question (aka ‘Shake the tree’), and then when they respond favourably to that
5. Book in a sales call.

So these are the five stages we want to be nurturing people through.

And the best way to see who is the most interested is to be publishing content. And then those people that engage with that content, then we move them down under the surface, under the radar. Into a private message or a conversation. Team, I hope that helps.

That is something that when you do the two in tandem content plus the private messages, that’s when we can really start to not only build trust at scale, but also fill the pipeline with qualified, interested people that actually know like, and trust you.

Hope that helps.

My name’s Adam Franklin and if that was useful, here’s a to subscribe to my LinkedIn newsletter.

Cheers,
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This post originally appeared on the Bluewire Media blog.

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