Dave Harries: Grant, one of the key things about digital selling is getting noticed. How do you start? How do you get noticed?
Grant Leboff: Yeah, so it’s really interesting. I was with a corporate client once and I was sitting in their boardroom and I was talking about earning mine share and getting attention and how it leads to lead generation. One of the poor chaps in the boardroom said to me, “that’s okay once it’s all up and running but how do you start?” I asked him how many customers they had and they had thousands. I said well let’s start there. Some of those people will be on social media, let’s follow them. Let’s start engaging with them, our existing customers. They have networks. They have attention. They have communities. One of the places to start is just your existing networks and customer base. If you are a trading business, you already have customers. How many of them are online? Connect with them in those platforms and start engaging with them. If you’re a start up you probably still have networks and communities of which you’re a part and whatever else. Let’s start with those. It’s about leveraging the existing relationships and networks that you have and that’s your starting point.
Dave Harries: Presumably you’ve got a head start there as well because they already know who you are or have some clue who you are anyway.
Grant Leboff: Exactly right. You’d like to think, you’d like to think your existing customers not only know you but they value what you do already. They’ll be inclined to engage with you. If they then get value from it they’ll carry on. Of course, you could lose them, kind of lose that relationship but they’re likely to carry on.
Exactly right. Same with networks. If you’re an IT person and you’re known within a particular technical network or whatever else then again you’d like to think people will at least want to engage initially. If you’ve got value you’ll be able to engage some of those people. Absolutely right. Think about your own communities, your own networks. These days most people are online in some form. Start there.
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