Brian Clark

Jeff Molander is the authority on making social media sell. He co-founded the Google Affiliate Network in 1999, and has been selling for 18 years. Jeff is adjunct digital marketing faculty at Loyola University’s business school, a social sales trainer and author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You. Most social selling trainers teach the value of engaging customers and providing relevant content. Then they demonstrate the technology. But no one tells you exactly how to produce leads and sales—using a proven, systematic approach to content. Until now.




Heather Fletcher is senior content editor with Target Marketing.

It’s not theory; it’s what the 50 fastest-growing B-to-B companies actually use to achieve their goals, according to recent research from Drift and Mattermark.

Isn’t it time we quit talking about “making money online”? When you look at what Amazon, iTunes and Google are doing … as well as countless e-learning and other technology companies (with more showing up every day), it’s pretty obvious that it’s not “making money online” any more. It’s just running a business in the world we live in. If you’re looking for another one of those “business in a box” solutions, you should stop reading this post now. (You should also never read anything else I write, because it will only get on your nerves.)

Due to the real-time nature of digital media and social technologies, content creation is increasingly a treasure trove of opportunity for business. Marketing and communication professionals are the forefront of this movement. Brands as publishers is a broader concept than just pushing out content. 1. Simplify someone's life. That's the appeal of Tim Ferriss, for example. 2. Evoke strong emotions about the art of marketing. Guy Kawasaki does that in person and across social media. 3. Be visual. That's very much the appeal with David Armano's work.

How do I decide what to write about in my blog? What's the right balance of “providing value” and my product/service? These are great questions and everyone is asking them. So here I am answering them. In doing so I'm demonstrating how I, myself, generate leads for my business. Sure, I'm about to provide you with value, but if this story is going to serve a business purpose I need to write it as part of a larger plan, a content marketing system designed to produce leads and sales.

Opportunities presented by experiential marketing are exciting, but the task of shifting gears—staffing, allocating budget, retraining, prioritizing tactics—is daunting for marketers. How can social marketing “believers” work within the confines of corporate bureaucracies and convince superiors to begin experimentation under a sense of urgency? Where is the low-hanging acquisition 2.0 fruit?

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