Transcript
WEBVTT
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Are you trying to establish your brand
as a thought leader? Start a PODCAST,
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invite industry experts to be guests on
your show and watch your brand become
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the prime resource for decision makers in
your industry. Learn more at sweet phish
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MEDIACOM. You're listening to be tob
growth, a daily podcast for B TOB
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leaders. We've interviewed names you've probably
heard before, like Gary Vander truck and
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00:00:28.579 --> 00:00:32.380
Simon Senek, but you've probably never
heard from the majority of our guests.
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That's because the bulk of our interviews
aren't with professional speakers and authors. Most
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of our guests are in the trenches
leading sales and marketing teams. They're implementing
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strategy, they're experimenting with tactics,
they're building the fastest growing BTB companies in
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the world. My name is James
Carberry. I'm the founder of sweet fish
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media, a podcast agency for BB
brands, and I'm also one of the
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cohosts of this show. When we're
not interviewing sales and marketing leaders, you'll
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hear stories from behind the scenes of
our own business. Will share the ups
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and downs of our journey as we
attempt to take over the world. Just
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getting well, maybe let's get into
the show. Hey, everybody logan with
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sweet fish here. Before we get
straight into today's interview, I wanted to
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let you know about another podcast you
might enjoy. If you were a regular
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listener of this show, you'll probably
really like the B Tob Revenue Executive Experience
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With Chad Sanderson over at value you
selling associates. Chad is a good friend
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of ours here at Sweet Fish,
a phenomenal podcast host. I really liked
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one of his older episodes from probably
a year back, with Todd Capony,
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the author of the transparency saled.
Great conversation about leveraging honesty, transparency and
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a value added approach in BB sales. Check out the BB Revenue Executive Experience
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With Chad Sanderson on apple podcast for
anywhere you do your listen. All right,
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now let's really get into the show. Welcome back to be to be
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growth. I am your host for
today's episode. Nikki Ivy, was sweet
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fish media guys. I've got with
me today Tim Warren, who is CEO
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of Helium Seo. Tim, how
you doing today? Hey, I'm doing
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great. Nikki. How are you? I'm doing well. The Sun Is
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Shn and I can't complain. You
know, a lot of folks getting snow
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around now and we're going to be
talking about Seo and the sales process.
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What folks are missing? What what
sort of things are on the horizon when
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it comes to that? But before
we do, Tim I'd loved if you
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would give us all just a little
bit of background on yourself and what you
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and the folks, I hear the
am Seo are up to these days.
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Yeah, No, Nicky, would
love to. So I have been in
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marketing for about nine years. Was
Seal Entrepreneur. Have built and started several
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companies and sold one, and so
just quick background. Married of a couple
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kids. I really like motorcycles and
cars and anything that goes fast and and
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Burns gasoline. It's something I probably
enjoy. I got my start as a
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sales rep so I was a medical
student and I decided I want to be
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a business owner and I wanted to
run companies. So I got a job
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and sales selling outdoor advertising for Lamar. That was, you know, ten
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years ago and that's kind of where
it all started. So been doing sales
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and marketing for about about nine years
now and today I have pleasure of leading
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helium feo. Helium is an engineering
technology company focused in the SEO and FEM
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space. We work with the largest
agencies and some of the best brands across
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the nation and what we help them
do is build really strategic at the O
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and sem campaigns to drive leads and
sales to their websites and help grow their
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companies and their sales process. You
guys, y'all can't see this because we
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only published the audio here, but
the way that Tim's smiled when he talks
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about his times the sales person just
really touched my listen. is where you
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take your lumps. For a lot
of us, right is where you pay
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your dues. But you know we're
lucky if we come out of it with
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with a lot of some of the
the fond memories that I can see on
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your face that you must have.
So that's that's another show I have to
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have you back for. But but
for now, what what I'm interested when
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I hear you talk about this and
just when to think about my experience and
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on sales teams, in our relationship
with you know, Marketing Teams in the
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folks in charge of leveraging and capitalizing
on Seo. Do you find that for
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a lot of organizations because of all
of the buzzy things folks are doing now.
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The Seo, it's kind of looked
at us sort of been an old
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school afterthought kind of thing. Or
what do you what do you see there?
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Yeah, they here's that's actually a
really good question because if you go
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online today and you're reading them,
you know you're on hot spots blog and
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you know you're reading gardener or,
you know, e marketer or whatever it
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is you follow online, you know
a seo andcm or talked about. It's
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kind of stapled. But they're I
feel like in some cases they're they're pushed
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more to the like traditional advertising of
like yeah, Radio and TV, you
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got to have them, but the
real key today is account base marketing,
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or you know, it's thanks this
social strategy, right and and those things
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are kind of thought as the new
and the HIP and the sexy marketing campaign.
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But you know, obviously, being
an SEO company, you know we
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would disagree with that. But we've
got some data behind that and let me
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tell you why. For most of
our clients, you know, we recommend
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a well diversified media approach. Right, you got to have radio and TV
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and print and billboard and out at
home and and social and all the different
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components. But the digital strategy around
Seo and SCM, that's never going to
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go away. The reason it's not
going to go away is, you know,
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Google gets sixty six billion searches per
month. It's has ninety five percent,
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ninety three percent of the market here
and as long as people use their
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phones to search, Google at Seo's
not going anywhere, and so it's a
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core component to your strategy. What
I do tell people, though, they
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he is, is depends on the
size brand you are. If you're just
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getting started and you're a growth packer, there's a really good book I'd Recommend
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Reading the Gabriel Weinberg, is called
traction and basically in the book he talked
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about there are actually, I'm sorry, Gin know wickm I think wrote that
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book, but he talks about there
being twenty three traction channel of Seo is
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one of them. But it doesn't
work for every business. Right. So
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if you're just getting on the ground
and you're starting or your smaller company at
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the O is one of twenty three
options, that may or may not be
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the best way to start. You
know, you might find social media is
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the best way to get your product
off the ground, but as you get
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larger, you should always at Feo
to the component, because it's people can
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find you online. You need to
be found online. Yeah, exactly.
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In you sort of speak a lot
to what we try and capitalize on a
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sweetish media and what we what we
teach the folks who we take on his
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clients to capitalize and I think you
and I spoke a little bit about this
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offline in in our pre interview.
But it's like this. If awareness is
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important to you and you want to
be where people are when they're looking for
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what you have, we're looking for
who you are. The way that,
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for instance, the way that Google
treats podcasts right and the the hidden or
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un I think, UNTAPPED SEO value
there. It's so huge. Right,
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if I'm whether I'm searching for Tim
Warren or searching for a podcast about be
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to be Gross, if I'm searching
for that, this podcast comes up and
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it comes up podcast or they're google
is prioritizing those. Now, listen,
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not to tomorrow norn about podcast but
to your point about this. This is
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not something that people are talking about
or had even you know, stretch the
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surface on when it comes to how
to capitalize on these things. What are
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some of the other channels that that
have sort of these hidden SEO value in
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it? Yeah, that's a really
good question. I think one of the
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first things that people don't think about
and myths is content your company already has
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created. So if your company is
creating white papers and case studies and newsletters
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and all this content, or maybe
you guys have an internal Wiki. Right,
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you have a you have an internal
wiki. You've got tons of technical
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information there. You know, depends
on whether you work at a tech company
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or SASS company or whatever. You
probably have data, you know, like
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out the Wazoo that could be turned
into content very easily that the client facing
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on the website. They would have
s AFO and SEO value. Right.
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Videos another one. Right. So
Google is currently if you look at Youtube
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and most video platforms, they measure
based on engagement, right. So it's
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not based on the keywords in the
video title and the transcript. It's more
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based on the engagement of the video, which is how Google determines the value
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in the dwell time. But at
the same time, transcripts matter, and
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so if you're creating a lot of
video. That's a really good thing for
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Seo because people come to the page, it helps drive dwell time and obviously,
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you know do all times of the
only factor of that Seo, but
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it's definitely one of the two hundred
right. Like Google looks at stuff like
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that. So that's another option.
I think any of the emerging you know,
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podcasts or social media content. The
challenge with those is that oftentimes Google
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doesn't have a perfect way to analyze
those right because it's too easily spam so
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they don't use social signals as much
as people believe they do. And you
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know, if anyone wants to talk
offline about that, I'll have long conversation
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around Google's Algorithm and actually what's involved
in it. But social signal is one
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of the problems is they're easily faked
and spammed. So Google does not really
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look at, you know, how
many facebook likes to this post get,
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because you could easily fake that.
Right. You can have a whole team
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of peoples like everything and then it
stands the algorithm. So but generally what
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I tell clients and companies is look
for all the content you already have that
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you've not thought about that could be
client facing. Throw that up on the
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website, you know, put it, I infographic on it and and get
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a huge amount of SEO value out
of it for sure. So if you're
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all listening, go after you.
You Got Digging for goal out here like
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and on the on the work you've
already done. That's incredible. So talk
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a little bit more about where we're
what we're talking about in Seo and the
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value where they feed into the sales
process. Help sort of connect the dots
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there for people. Yeah, that's
great, Niki. So here's why Seo
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is important and we tell most businesses
it's worth doing so. If you're if
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your company does outbound sales, right, and this is a beat of the
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you know, growth podcast, right, so most of your companies probably do
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outbound sales. You have a sales
team will data has shown that an outbound
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sales wrap has a two percent effectiveness
rate in closing new business from outreach.
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So for every hundred companies that you
reach out to, only two are going
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to work with you. In bound
leads through SEO typically close, and this
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is this is you know years with
the data, they closed a seventeen percent
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clothes rate. So I mean that
is that is multiple times higher. Mean
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we're talking a factor of even or
eight. I'm tire right, inbound leads
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from organic closing versus cold outbound.
So you know, the two factors you
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got to think about is one,
with sales people. It's very scalable.
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You can hire more sale people,
you can do outreach and and obviously with
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seo there is a cap. Right, if your keywords get ten thousand search
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of a month, there's only so
many leads you can get. Totally understand.
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But they work really well hand in
gloves that. You know, they
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work well together because if you have
a sales team that's out prospecting, they're
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going to be hunting lead, but
believes that they get from organic are going
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to close much more effectively in a
much higher rate, they're going to be
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much warmer and they're really good way
to feed your sales team. So I
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always encourage businesses to think about this
as not one or the other. Oh
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we do seo or we have a
sales team. Now have both. You
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must have both, right. You
can't grow on Seo alone. It's not
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enough. But if you only have
your sales repped hunting, they're never going
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to have warm leads, it's going
to make it hard for them to hit
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quota. So they really go well
together. There's one of the things I
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want to mention, and not to
believeror this point, but the other other
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piece to consider your media send so
feo. Oftentimes businesses will overlook how Seo
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and media work together. So let's
say that you guys are doing, you
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know, outreach the media, you're
doing paid social, you're doing radio,
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TV, print, you know,
anything that's more mass marketing traditional. Typically
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what happens and someone sees a billboard, they see a TV out or they
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see, you know, some infommercial
and business event. The not going to
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call that ad immediately and will make
an order. Right, no one's going
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to do that. But they're going
to do later is they're going to remember
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your brand and then they're going to
google you and try to find you or
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Google you versus competitor, and that's
when they have brand awareness. So most
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of the the topline funnel ends up
at a Google search. And so that's
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why it's so important to have SEO, is because it makes all of your
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traditional media work better when people find
you online afterwards, when they search.
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Yeah, and then if we and
if we really look at the ripple effect
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that that has. Right, if
you are taking the strain off of your
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your sales team of dealing be getting
straight beat up. But this to percent
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success rate, this build into what
they do and and you you enable them
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to be able to capitalize on this. The seventeen percent. Think about what
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that does for retention. Think about
her that does for for culture and for
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morale and ways that people, I
think, a lot of time to give
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up on when they have an Outboundy, when they've sort of committed to just
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this outbound strategy. They're right,
it's built in. You just got to
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be tough enough. But it doesn't
have to be that way. It doesn't
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and and the thing that will,
you know, make it not have to
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be that way isn't always the new
shiny thing, right. Isn't always a
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new shiny abum strategy. It is
this thing that's, or at least it
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could be for a lot of organizations, as you as you laid out for
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us. You know, this thing
that's sort of been here the whole time
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and only just now is able to
be used in these ways that that enable
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these teams, because the team you
talk about this. I've been that that
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girl, these outbound sales you've been
at to us see you. Yeah,
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you know, I mean like it's
a grind. Is a grind, and
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the more, as a leader that
folks, you know, sort of broad
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in their idea of what they can
do to enable US folks, the the
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better. So thank you so much
for laying that out. I did also
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like the way you talked about looking
at the the media spend alongside what it
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takes to to six be successful at
Seo, because I think a lot of
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the time, you know, there
are folks who their mindset is that,
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yeah, we're just going to have
to bite the bullet and spend all this
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money on over here, when again, Yep, it might have have to
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be that way. So thank you
for for making Seo seexc for us again
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today. I did it. I
went there, fell there without screwing it
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up. So, yeah, I
won't play before before we move on to
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the next thing, I want to
give you a chance to is there anything
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else you want to leave with us
about Seo in general, seos as specifically
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for change to sales folks in the
sales process. Yeah, no, absolutely.
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There's one lessing I want to say, which is for most of the
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organization's probably for people who are listening
or watching. You either don't do seo
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today or do it to the full
capabilities, but it could be a big
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addition to to your company. So
what I would encourage you guys to do
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is explore it and even to coming
like helium. You know, we have
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a free process where you can talk
to any of our sales reps and we
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and we actually run the Roi on
you know, realistically, is it a
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good fit for your company? Because
we tell businesses not every business is a
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good fit for SEO. Right,
I'll use a good example. If you're
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a Bob Company and you sell machine
tools, right, and your product is
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four hundrezero dollars, I mean every
every lead is worth a lot of money.
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Right, every sales worth a lot
of money. But if you guys
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sell like, you know, fasteners
and screws, you know behind a new
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screws you up to sell to get
an Roi and Feo like so many right,
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you know, you got to be
screwing a lot of people. I
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guess would be the analogy there.
But whatever. Yeah, you got to
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sell out of screws and so you
know we tell businesses all the time it's
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not the right fit for every business, but but for the majority of business
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that you'd have some online presence.
So if your company doesn't do it today,
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what I would come back to them
and say, look at Seo.
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Is Not supposed to be a faith
based spend where we're just going to spend
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this and hope it work. No, it's supposed to be an Roi based
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metric where we run the math and
how many people search this in your Metros?
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How many people would then convert on
your website, giving your conversion ratios
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and given your price of product,
how many people would buy and how much
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money would you make? So if
you run those numbers, it should be
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pretty clear whether or not it's a
good idea. Yeah, and I love
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that. It sounds like you guys
are giving folks that perspective for free.
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You giving that away right this like
will it even work? So letting them
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sort of have the proof in the
pudding before right, we're making a commitment.
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I love it. And so,
Natim, that I've successfully picked your
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brain and see what I could get
out of it, it is time for
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you to tell us about what you're
putting in it. So tell us about
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a learning resource that you've engaged with
here recently that is informing your approach.
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That's just got you excited these days. Yeah, so I absolutely would love
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to. So I'm going to give
you, guys a one of the best
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online blogs that I actually read.
If you have any interests in seo and
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how it works and and you know
Seo and a digital marketing approach more from
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a Google perspective, there's a blog
I want to I want to introduce you
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guys too. So there's a company
called AH refs, so a HR E
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F S. they're a software the
service company based in Singapore and they have
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the second largest backlinked database in the
world, next to Google. Fantastic tool.
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They're CMOS, a guy named Tim
Solo and he writes their blog and
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his blog pieces are some of the
most well thought out, well composed and
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data driven articles I've ever seen.
And they actually change their strategy. They
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used to post very frequently, you
know, less impactful, less effective articles.
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Then they started changing into posting once
a quarter and posting, you know,
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twenty five paid long articles that are
amazing. So that's one of the
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resources that I've been looking at recently. I mean their articles are gold if
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you care about this space in this
industry. So I'd recommend looking at Tim
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Solo his blog on a trefts.
That has been what I've been reading recently
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and it is amazing. On it. You just gave me one. I
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love when something is recus I do
talk to marketers in the you know,
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leaders, every day and so a
lot of the time y'Alla all reading the
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same stuff. So it's refreshing.
It's refreshing. That is something wrong with
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that, but it's refreshing when you
give me something that you know I might
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not have come across on my own. So thank you so much for that
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and Tim, I am certain that, just like me, everybody listening has
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become a fast fan of yours and
they're going to want to keep up with
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you. So tell us how folks
can connect with you. Yeah, totally,
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thanks. Thank you. So our
company's website is helium and SEOCOM.
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You just type in helium Seo.
It's an Australian company, so we're not
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those guys. To helium and SEOCOM. My email is tim. my first
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name Ti am at helium and SEOCOM. You can obviously on our website.
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We have our social media profiles.
We have our phone number if you guys
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want to reach out, but feel
pretty too to connect with me online.
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I'm also on Linkedin. If you
just Google Timothy Warren Helium Seo, I
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should pop right up. Feel free
to connect with me on Linkedin, send
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me messages or send the mill.
Would love to answer guys questions or chat
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about specific things you have. We
love to help and always, always excited
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about start a new conversation. Do
it, y'all, trust me. We
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we had talked offline and he really
is a resource. We actually had to
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narrow it down two things to cover
in this this little podcast. So reach
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out. You won't be sorry.
Thank you so much, Tim will have
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to have you on again because I
could fill several shows with the things that
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I would like to get from you
in terms of ear and knowledge expertise on
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this. So for now I have
to close it out and just say thank
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you so much for being on the
show. Thank you my pleasure. Thanks
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for having me and look forward to
do another one too. Hey, everybody,
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Logan with sweetfish here. If you're
a regular listener of B Tob Growth,
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you know that I'm one of the
cohosts of this show, but you
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may not know that I also head
up the sales team here is sweetfish.
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So for those of you in sales
or sales offs, I wanted to take
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a second to share something that's made
us insanely more efficient lately. Our team
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has been using lead Iq for the
past few months and what used to take
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us four hours gathering contact data now
takes us only one. We're seventy five
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00:20:18.589 --> 00:20:22.779
percent more efficient. We're able to
move faster without bound prospecting and organizing our
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campaigns is so much easier than before. I'd highly suggest you guys check out
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lead Iq as well. You can
check them out at lead iqcom. That's
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Elle, a d iqcom.
