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Jeff is a sought-after sales training speaker to global corporations and an accomplished entrepreneur having co-founded the Google Affiliate Network in 1999. He is adjunct digital marketing faculty at Loyola University’s school of business and his new book, Off The Hook Marketing: How to Make Social Media Sell for You, is first to offer a clear, practical way to create leads and sales on social platforms.
Brad, I keep hearing people say that "nobody wants to be sold" on social media but I just cannot look past how millions of dollars transact every day---directly---from people who Google a question, land on a blog, locate an answer and sign up for more answers---become a lead that eventually transacts.
I keep reading you and this is what I get: I guess you're referring to "direct" as immediate. That seems to be the rub.
But the truth is that I keep running into people who use Facebook to create near-term sales all the time. Small businesses like www.jandofabrics.com or www.logan-inc.com (HVAC units of all things!) and big brands like Intuit.
They're all SELLING on social media and tracking it to the penny.
IMHO, the only people who can't point to a direct ROI or don't appreciate the true value social media can contribute (perhaps we agree?) are the boneheads (and I mean that in the sweetest of ways!) that continue to compare social media to advertising---rather than the next evolution in direct response (ie. AdWords!).
The problem with "using the materials you already have 'lying around" is that it encourages the production of in-effective content. Specifically, effective content is content that creates serious attention. And the only way to truly create meaningful (not passing, fleeting) attention in B2B is with NEW, unknown information/perspectives/knowledge.
So if the content is simply re-purposed knowledge that the market already has access to it will not be effective. So once you create ORIGINAL content featuring unknown information repurpose it FAST!