Social Sales Trends and How To Capitalize On Them, with Rand Fishkin, Episode #83

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Being the host of a podcast named #SellingWithSocial, you would not be surprised know that social selling trends are a top of radar issue for me. I try to keep myself informed about the social media changes that are happening so I can equip my clients and podcast listeners to get more from their social selling efforts. That’s one of the main reasons I asked Rand Fishkin to be my guest on this episode. Rand is an expert at SEO and social media can speak directly to the things happening on the major social platforms that impact sales best-practices. On this episode, Rand explains some of the changes that have happened - and he does so in ways you won’t hear anywhere else. Take notes! He provides very practical tips for making the most of the social sales trends that are happening right now.

Salespeople Are CEOs of Their Own Territory and Accounts

One of the things I love about Rand’s story is that he’s open about the victories AND the mistakes he’s made along the way. His role as co-founder of MOZ and his present role as founder of SparkToro provide him with many leadership experiences that can be of help to those in sales. In my mind, his journey is similar to that of an ambitious and successful salesperson.

Here's what I mean: Just like Rand had to take charge of the growth and direction of his company, sales professionals have to do the exact same thing in relation to their sales territory and accounts. I asked Rand about the similarities he sees between his approach as CEO and the approach sales reps should have to their territories and accounts and he did NOT disappoint. You’ll want to hear what he has to say.

Your Success in Sales Just Might Come From Doing Less, Better

Rand’s new book, “Lost and Founder” definitely lives up to its subtitle, “A Painfully Honest Field Guide To The Startup World.” Rand shares authentically about what it’s like to be a startup founder, including how issues like depression, exhaustion, and fatigue are very real things most leaders of fast-growing companies face. When I asked Rand about the things he's learned from his own battles with those things he said that sometimes - in order to be successful - we have to learn to do less, better. In this conversation, he explains what he means by that and what sleep, focus, and specialization have to do with it. If you find yourself burning the candle at both ends, you need to hear his advice.

Current Social Sales Trends Demand a Different Approach

One of the biggest hot-button issues in the social media world lately is the changes Facebook has made to its algorithm - and the reasons behind it. Facebook's desire to encourage more personal engagement has automatically made it harder for sales-oriented materials and off-platform links to be prominent. During our conversation, Rand pointed out that LinkedIn made adjustments along this line as well, elevating things like native video and longer-form text posts rather than links to external sites. That means our old practices of pointing people to resources on our website aren’t getting eyes on them like they used to - so we need to learn a new approach. One of the most valuable pieces of advice Rand gives for salespeople on this episode centers around this topic. If you apply his advice well it can elevate your social selling performance dramatically. Don’t miss it.

Are There Alternative Communities in Your Industry You Need To Explore?

It IS important to stay on top of the social sales trends that are shaping the way we are able to effectively interact with customers via social media. But Rand points out that a narrow focus ONLY on the primary social media platforms (Facebook, LinkedIn, Twitter, Reddit, etc.) will keep you from engaging with prospects in the places where the REAL conversations are going on. He mentions industry websites, forums, and comment sections on blog posts where conversation around industry-specific topics are happening as places YOU could make connections, offer insights, and become a trusted resource to those who are asking the questions you can solve. Listen to discover new ways to engage with buyers in these kinds of undiscovered places online.

Outline of This Episode [1:00] Rand Fishkin’s claim to fame and why he’s on this episode of the show [7:00] “A Painfully Honest Field Guide To The Startup World” [11:20] Differences between the MOZ journey and what Rand is doing with SparkToro [15:52] Rand’s secret to scaling for success: focus [19:21] Ups and downs of leadership and the personal disciplines that create more ups [25:10] Why you need to learn to do less, better [33:25] The new trends Rand sees taking place that impact sales organizations [36:05] EXAMPLE: LinkedIn requires a new level of sales engagement savvy [43:20] Your website is still most important: but you have to get beyond the common social networks Resources Mentioned Follow Rand on Twitter Connect with Rand on LinkedIn SparkToro (Rand’s new business) The Open Source documents of how SparkToro funded MOZ Email Rand David Meerman Scott BOOK: “Lost and Founder: A Painfully Honest Field Guide to the Startup World” Rand’s all-time favorite movie, “Ratatouille” Social Business Engine Podcast - Bernie Borges Connect with Mario! www.vengreso.com On Facebook On Twitter On YouTube On LinkedIn

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