Tom Martin knows a thing or two about developing a content marketing strategy. He’s a regular contributorto standout blogs like Ad Age, Copyblogger, Social Media Examiner, Social Fresh and MarketingProfs, to name a few. So when Tom shares his well-tested strategies for content creation and content promotion, youmight just want to listen. (One Quick Tip: Use social media to identify where your target audience hangs out, and then place content in those places.) His content strategies come together to form a Painless Prospecting System. In other words, if you do content right, clients will be attracted to you and you won’t have to work so hard. (As you may know, I’m a firm believer that content marketing has forever changed client attraction, and to succeed in business you need to learn to take advantage of this shift.) Listen now and you’ll also hear Tom and I talk about:
- (3:25) Introductions
- (6:10) Overview of the Painless Prospecting System
- (8:55) Overview of his target customer
- (10:45) How he finds places to put his content
- (13:55) Overview of his content creation strategy
- (16:55) How he’s using dictation to produce effective blog content
- (21:55) How to find Propinquity Points
- (28:05) How he suggests to become a contributing author
More About This Episode
The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business. It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.
Trent: Hey, there Bright Idea Hunters. Welcome to the “Bright Ideas” podcast. I am your host, Trent Dyrsmid. And this is the podcast for marketing agencies, entrepreneurs, and marketing consultants who want to discover how to use content marketing and marketing automation to massively boost their business. And the way that we do that is we bring proven experts onto the show to share with you the specific tactics and strategies that they use to make themselves successful.And today’s episode is no different. My guest on the show today is a fellow by the name of Tom Martin. He’s the founder of an agency by the name of Converse Digital. And he is also the author of a book that is just about to be released called The Invisible Sale.And what Tom has done and what we’re going to talk about in this interview in detail, is he has created what he calls a “painless prospecting system.” So, if you’re suffering from making cold calls and doing all sorts of expensive and exhausting outbound marketing strategies and you’re not getting the results you would like to, this is definitely going to be an interview that you will find very helpful.For example, in about the seven-minute or so mark in the interview, after we get through the introductions and we give an overview of what the painless prospecting system is and how to find customers, we go into detail on how on some specifics of how to get your content placed in all of the right places where your target audience is going to find it, so that they are going to want to come back to your blog and learn more about you.He is also going to talk about how he is rapidly producing content and then reproducing that content so that he’s able to get published on so many different places. And some of the places he’s published are on Ad Age, Adweek, MarketingProfs, Copyblogger, Social Media Examiner, Social Selling, SOCIAL FRESH. So, he’s getting a whole lot of distribution for his content. So, if that’s something that you would like to learn more about, make sure that you tune in to this episode.So, we’re going to welcome him in just a minute. Before we do, the other thing I want to tell you about is the Bright Ideas Mastermind Elite. And you can get more information at brightideas.co/mastermind. And here, on a one-by-one, hand- selected basis, we are assembling a group of people who all have one goal in common. And that is to build a very successful online marketing agency or marketing consultancy. And they don’t want to be just stuck out there in isolation without anyone’s help and without anyone’s ideas. And that what the mastermind is there to do is to bring us together to allow us to share, encourage, support, and motivate each other. So, if you’d like to learn more, brightideas.co/mastermind.So, with that said, please join me in welcoming Tom to the show. Hey, Tom. Welcome to the show.Tom: Hey, Trent, thanks for having me. Trent: No problem. It is a thrill to have you have here. I really want to learn more about this painless prospecting system and this propinquity theory that we talked about just before we hit the record button. But before we get to that, I want to make sure that the listeners understand what they are about to get by listening to this episode. So, let’s start off with who are you and what do you do? And after that, we’re going to talk about some of the pretty amazing results that you’ve achieved. Tom: Well, I’m Tom Martin. I founded a company here in New Orleans called Converse Digital. And it’s a digital strategy and lead- generation firm. We work with digitally-challenged clients to help them understand “How do you take a traditional lead gen process and power it with digital tools”? I’m 20 years in the ad business, most of which was spent actually as the business development person at an ad agency. And since a lot of that experience has now translated into what we call “painless prospecting.” But it’s basically the methodology I use to both launch and power the growth of my firm since 2010. Trent: Okay. And that growth has averaged how much per year? Tom: We’ve averaged about 25 percent year over year. I’m not a big fan of huge, gigantic growth. I’m much more of a fan of a nice, easy- measured growth that I can manage. So, we’ve kept it right in that 25-percent range. Trent: Okay. And you mentioned one other statistic to me, too, that I want to get out in front here real early, is your close ratio for clients. It was pretty impressive. You want to talk a bit about that? Tom: Yeah, I think it’s probably the thing that most has excited me as a guy who was the biz dev guy in an ad agency environment where, if we were closing 25 percent of the pitches we got into every year, we were super excited. We thought we were doing great. Since I’ve converted to this painless prospecting style in Converse Digital, we are looking at, right now, at about an 85 percent close rate. We very seldom don’t close a lead. And if we do, it’s always price-oriented. They thought we’d be less expensive than we are, and we just don’t fit their budget model. Trent: So, now we’re going to dive in to how you’re closing 85 percent of the people that you’re talking to. And I think that’s really the dovetail into the conversation that we’re going to be having about the painless prospecting system and the propinquity theory. So, can you just, in a short a period of time as you can, sort of explain at the high level, what your painless prospecting system is? And then, we’re going to get down into the nuts and bolts of exactly how someone can do it for themselves. Tom: Sure. The painless prospecting system is all premised on the concept that today’s buyers are self-educating. They’re hiding behind Google searches or they’re just going online and looking for information to help them make buying decisions or just do their job better. And the whole idea behind the painless prospecting is that we all have our sort of go-to set of online resources that we use to educate ourselves and figure out what things we need to purchase to do our jobs better. In a painless prospecting world, what we do is identify and categorize those locations online, we call them “propinquity points.” And then, we plan and schedule our own content to appear repeatedly at these propinquity points, thus giving a prospect the opportunity to sort of trip over us and find or discover us, as well as repeatedly be exposed to our content and our messages. Which, you know, just like advertising, frequency creates awareness, content frequency creates awareness or what we call “propinquity” that ultimately leads that person to move from a “I know who you are” to “I get to know about you, I like you and ultimately, I want to buy from you.” Trent: Okay. So, the key, it would seem to me, is two critical success factors. One is, “I’ve got to make sure that I’ve got the right content that is going to resonate and speak to the audience that I have chosen.” And then, “I also have to make sure that I get that content to the places where they’re already hanging out.” Is that correct? Tom: Absolutely. It really comes down to those two simple points. And if you can nail both of those, then you can painlessly prospect. I like to laugh about how my painless prospecting system is generating leads while I sleep. Or last year at Mardi Gras, while I was having fun here in New Orleans at Mardi Gras, there was a new business lead that was coming through my system and ended up calling me and saying “Can we have a meeting because I’m going to be in New Orleans for Mardi Gras.” I had one meeting and three weeks later, I have a new client. I didn’t do a thing other than have him meeting with a guy and then write a contract. But, my system did all the work for me while I was out with my family having a good time at Mardi Gras. Trent: So much better than making cold calls and doing every other kind of thing that people spend all that kind of money doing. So, let’s get into some more nuts and bolts. Who is your target customer? Because I want to walk through the specifics of how you did this. Tom: Well, my target customer tends to be one of two people. They’re either a mid-size business owner or they’re the senior person on staff in marketing. It might be a VP, a director, their titles vary. But they’re the senior marketing decision-maker, again, at a mid-sized firm. That’s kind of where I play right now is in that mid-size arena. Trent: How much revenue is “mid-sized” just so we understand? Tom: Say around $25 million or less. Some of our clients might be $5 million or $6 million. But I would say if it’s a true B2B group, they tend to be in that sort of more $15 million to $25 million range. Trent: Okay. And what industry are they in? Tom: We really do not specialize in a particular industry. Currently, we work in a pharmaceutical, liquor, restaurant, travel, and hospitality. People come to us for the process and the approach, and then, we help them meld it to their industry. I have a pretty rich background in terms of, throughout my 20-year career, I touched a number of industries throughout my advertising career. So, once we get in with a company, we understand what are the business levers that power their particular industry. We can usually help them figure out how to turn our system to really fit and maximize the effectiveness of the system in their industry category. Trent: Okay. So, in your case, you wanted to make sure that you were creating content and that that content was placed in locations that your target audience would find it. Can you walk us through, what are some of those places and how did you find them and how did you make that happen? Tom: Sure. Early on, one of the core platforms that I was able to penetrate is Advertising Age Magazine. In the advertising world, there are two trade mags: Ad Age and Adweek. And I’ve always felt Ad Age was probably the bigger of the two; it was a little bit more national. And so, early on, I’ve secured a reoccurring writing position there in their small agency diary column. And that really did two things for me. It put me on the radar of the senior marketing people. Not so much that business owner, but that senior marketing person, not only at the mid-size, but at the national level. It also gave me an enormous amount of clout. The real kind, not the online version. And people saying “Wow, you write for Ad Age. You obviously must know a thing or two.” And it really opened the doors to a lot of the things. Because you tell people, “I write for Ad Age.” When you try to then go to some of the other, more targeted. So, like MarketingProfs, because it’s a huge B2B community. Copyblogger, because I think it’s one of the premier social media content marketing destinations. A lot of people go read Copyblogger. Social Media Examiner. Again, people that are interested in social, Social Selling. A lot of them are there. SOCIAL FRESH. A lot of these big, sort of aggregator-type online blog areas. All of those, when we said I write for Ad Age, that was an instant credibility check. You can write for them, you probably can write for us. So, laid the Ad Age, then began to lay all of the social media sites. Primarily because when I first launched Converse Digital, it was in the height of social media. It was 2010, everybody and their dog was getting interested in social. So, it created a really nice niche that I could populate very quickly and establish myself as an expert within that niche. And from there, as social media has begun to become saturated. Anybody with a laptop is now a social media consultant, then I really began to dial my choke down to where it is today, which is really focused on helping people use social media, e-mail and Web content to shorten the sales cycle and improve the conversion rate, which really dovetails nicely into my professional background. Because that selling of professional services has been what I’ve done for more than half of my career. So, I’ve just been slowly dialing down into a real niche core that, currently, not a lot of people function in. There’s a whole lot of people talking about social and digital and e-mail. You don’t have a lot of people really talking about social selling, yet. That’s sort of the next big thing I think that’s coming through. Trent: So, you’re producing content for other people’s blogs as well as your own. What percentage of your time do you spend sitting and writing this content? And when you produce a piece, does it only go to one location? Or can you cross-publish the same piece of content to more than one? Tom: Well, I’d say a couple of things. One, it varies because the way I think about content creation. I think, fundamentally, content creators are thinking about content creation at the wrong level. Everybody thinks about it at the individual blog post level. And I believe that you need to look at it from an ecosystem. So, I try never to write or produce anything once. Big believer that you have to look for ways to take anything you create and place that in multiple channels. Now, I don’t just copy and paste though. So, for instance, there’s a section in my book that talks about using voice to text software to make it easier to write more blog posts. Trent: Like Dragon? Tom: Yeah, like Dragon. Specifically, Dragon. And how you can use that software along with an iPad or your iPhone to, instead of just driving to work in the morning, you can write a blog post while you’re driving to work. And I take people through step by step how you do it. It’s super simple. It’s made it real easy for me to create a lot more content. So, I might write a blog post on my own blog about that. I might take some of that content from the book, build it into a nice 700 to 1,000-word blog post, put it on my blog. But then, and for instance, I actually did this. You can go to MarketingProfs, for instance. I took that and I angled it to where I just focused on the mobile application of it. And I wrote a post for MarketingProfs that was “How to lose weight while blogging.” And it was all about how you can take this mobile device and this mobile application and go get on your own your ellipse or your stationary bicycle or whatever. And while you’re walking and running and getting a little exercise, you’re actually writing a blog post. Trent: So, now, I’ve just purchased Dragon, myself. I was actually messing around with it for the first time yesterday on my desktop here. So, do you use the mobile version and put it on your iPhone, so that you can create your content while you’re on the move is question number one. And the second part of that question is do you lay out, in form of bullet points, for example, just on like a postcard or whatever, so that you have your, sort of, talking points so that you don’t end up rambling on? How do you do it? Tom: Yeah. I actually wrote entire sections of my book while driving to and from speaking engagements. And what I did learn, in fact, I talk about this in detail in the book, is the number one thing you have to figure out is when you move to a dictation model of writing, you do have to write down, sort of, your core, thematical outline, if you will, of whatever it is you’re going to create. Blog post or white paper or whatever. Because, yes, if you don’t, you just roll into these tangents, which is fine because once you transcribe it over, you can copy and paste. But you end up losing so much time in the editing process that it kind of outweighs the benefit of being able to work out or drive and write a blog post at the same time. But if you can do it well, it’s perfect. In fact, because I know you produced a lot of content. Another nice opportunity, and again, another way I spun that particular blog post, is I wrote one about how you can use this type of software to break through writer’s block. Where I can’t get any words on the page. Okay, fine. Put the headset on, go for a walk and just start rambling. And what happens is that, you know, just the act of talking through your idea, you end up kind of finding some points, getting into a theme. And before you know it, you’ve got a rough outline for a blog post. Versus just sitting at your desk with your hands over the keyboard going “Oh, man. I have nothing to write today. Nothing’s coming to me.” And so, again, it’s a way of looking at, “Okay, I wrote one blog post.” But I was actually able to take that base post, pull a piece of that, angle it a different way and create a new, valuable piece of content that solves somebody’s problem. One being writer’s block. The other being a little bit more fun with MarketingProfs that was a “Hey, here’s how to solve two problems content creators have, ‘How to Create Content and How to Find Time to Exercise.'” And it was fun, but people liked it. And that’s the way I look at the content. You always are looking for ways to “How can I take this? Spin it to where it makes sense as a new, valuable post and makes sense on that person’s particular platform.” So, for instance, that “Lose Weight While Blogging,” I would have never offered that story to Copyblogger. I just don’t think that’s Brian’s style. But, Ann Handley over at MarketingProfs, she loves fun stuff like that. That’s her style. And MarketingProfs has a sort of fun angle to its brand. So, you offer that story over to them because it fits their brand. And so, I think that’s a big part. When you’re planning this content distribution to your propinquity points, you really have to understand “What is the platform? What is their style? What do they value? What kind of information do they like”? And then you take your core content and you spin it to fit and then, of course, you back link across so that’s there a reason for the person for the person at Copyblogger or SME or MarketingProfs, there’s something there that you’re not going to explain in-depth because it’d be a whole other post. But they kind of need to understand it to understand the post they’re reading today. And so, for me, a lot of times, that is one of the core strategic underpinnings of a painless prospecting platform is the social theory called propinquity. Real world, most people have never heard of it, few people know how to say it. So, when I write guest posts that talk about painless prospecting or social selling, I always try to find a way to work in the concept of propinquity. It’s usually very easy because it’s a foundational element of my thoughts. But I never define what it is. It’s always a link back to a post on my website that explains, “What is propinquity and why does it matter to marketers?” I always get a lot of back traffic from that, and it’s a good use of a propinquity point to then drive inbound traffic to my blog where then I can hopefully maybe capture somebody with, register to get a newsletter or get the blog sent to you by e-mail, etc., which, again, escalates that ability to move someone through the sales process. Trent: So, the question I asked earlier that you didn’t give us, probably because I asked two questions at one time, was what percentage of your time do you spend creating content? I’m still curious about that. Tom: Right, I didn’t. I would say on a weekly basis, three to four hours. But, then, what will happen is at least once a month, I might do a six to eight-hour binge where I’ll sit down and really create more of that, sort of, ecosystem. I’ll create my core posts that I’ve written and then, I’ll begin to create the spinouts that are going to be sent off as guest posts to other platforms. I’ll set aside a day, six to eight hours, maybe sometimes more. And I try to do it all in one sitting because I just find it’s a more efficient way to do it than to try to one-off stuff, a little bit here, a little bit there. Trent: The concept of bucketing, I guess, would be a good way to describe that. Tom: Absolutely. And it works. Trent: All right. So, what advice would you give to the listeners who are thinking “Okay, this makes some sense. I want to get started.” What advice would you give them to start? Should they be, I guess, they’ve got to research the locations where they’d like to have their content seen. Would that be the first place? Tom: Yeah, the first place really is to define those propinquity points. There are lots of tools and techniques that can be used. If you’re fortunate enough to have access to social-listening software like a Zissimos [SP] or a NetBase or a Radian 6, those are very helpful. But if you don’t or you’re just not sure you want to go to that level, the easiest thing to do is to, for instance, in Twitter, create a Twitter list of all of your prospects that are on Twitter that you’d like to business with. And put them into a single Twitter list, throw them into a client like a HootSuite, make a column. And then, get an intern or a receptionist or somebody that doesn’t necessarily have a lot to do every single day that requires them not to be able to look at a computer because it’s a better use of their time than yours often, because your time is best spent selling. And have them just simply catalog every single URL in a spreadsheet that is shared by members of that list. And what you’re looking to do and this will take you six weeks, maybe a couple of months because you need time to allow the trends to appear. But, like, for instance, every single time somebody shares a link from Social Media Examiner, you document “Hey, that’s one more tally or tick mark in the Social Media Examiner column.” And what you’re going to see is over time, you’ll start to see certain websites. A lot of times, those that you’re familiar with, but sometimes ones you’re not so familiar with, will bubble to the top. So, then, you can be pretty confident that those are valid propinquity points. Because you’ve got, it’s a highly-shared website by your prospects of a sub-segment of your prospects. And that’s usually a really good place to start. Because that content is obviously drawing the right kind of people. It’s obviously considered valuable because it’s getting shared. And if you can get your content there, you increase your opportunity for virality of your content because again, you already know that content is getting shared by prospects within your target audience. Trent: That’s a cool idea. Tom: It’s super dead-simple. And like I said, it’s the perfect job for an intern or a receptionist who, in-between welcoming people to your building or accepting phone calls, they’re going through Twitter and going “Oh, there’s another one. There’s another one.” It’s just super simple and easy. Again, it takes a little time to allow to have enough. You can do the same thing with hashtags. If there’s a hashtag that’s relevant in your industry, create a list in HootSuite that searches for every instance of that hashtag. Do the exact same thing. Look for what websites are being shared under that hashtag. And you know, you will find, sometimes, a little niche-y, like a blog or a forum that doesn’t show up in Google searches because it’s just not that big. But you will see an overabundance of those content links being shared by your prospects. And so, what it helps you really do is that it helps you discover those little niche-y blogs, forums, etc. that you just otherwise don’t see. Unless you’re really paying attention and looking for the patterns that are emerging. You can do the same thing with LinkedIn. Follow all of your prospects on LinkedIn, see what they’re sharing in their news feed, Facebook, you name it. Any place where somebody is sharing content, you can do the exact same thing. In fact, we like to bring it all together, which is why if you have something bigger like a Radian or a Zissimos, you can do it inside those platforms. It just makes it a little bit less heavy-lifting. Trent: So, with Radian or Zissimos, do you still have to have a person manually collate or count how many times the links are all shared? Or is there some type of reporting mechanism that you could essentially say “Here, I want to follow these 37 people and I want to look at their tweets over the last 30 days and da, da, da” and now I know, instantly, which are the most popular sites? Tom: Zissimos makes it a lot easier. It’s not a complete turn-key system, but it’s infinitely easier. You can create the list and the system will help you find it, the URLs and tabulate some stuff. Radian can do some of it. The biggest challenge with Radian is when you look at their URL share report. If they’ve used a short link, a bit.ly, a t.co, it rolls all that up under the short link. Doesn’t look underneath the short link to see, the, what really was the media that was shared? And so, that becomes a challenge. Whereas Zissimos will look underneath and return back the underlying URL which really gives them an advantage. But they’re also three times as expensive as Radian. So, really, it’s an enterprise-class platform. If you have it, great. If you don’t, yeah, you can do some of that through Radian. Or you can just do it yourself with a simple spreadsheet and HootSuite. Trent: What’s the URL for Radian? I can’t seem to find it. Tom: Radian6.com, I believe. I think that’s what it is. And Salesforce bought them, so maybe they’ve switched. I just have it bookmarked because we’re a subscriber to it. So, I just have it bookmarked. Trent: Okay. And folks, if you’re listening to this and you’re driving, don’t worry about writing all this stuff down. Everything is going to be in the show notes. You can get to those show notes at brightideas.co/78. There it is. It’s now called salesforcemarketingcloud.com. Tom: There you go. Trent: Good enough. So, that has been absolutely a very, very interesting way to go and find out where your audience is hanging out. Now that you know where they’re hanging out, what would be some suggestions to you when you’re reaching out to some of these blogs or websites and you want to become one of their contributing authors? I’ve got to think that they’re getting a lot of people saying “Hey, let me write for you.” So, how do you separate yourself? Tom: Yeah. I think, especially, the smaller, niche-y ones, not so much, maybe. But definitely the bigger ones. Really two. Some of them will have, they’re looking for contributing authors. You go to socialfresh.com. And Jason Keith has got a form that says “Hey, you want to write for us? Fill this out.” He’s actively looking for and he’s got his process. Others won’t have that. And even if they do, I think it never hurts to really do what I would suggest, which is, get to know the people that own and operate the platform. There is just no replacing the development of relationships. Good old fashioned sales 101. People like to do business with people they like. And you know, every platform that I write for, I personally know the people who own or are the key editors at that platform. And I knew them before I wrote for the platform. So, I was able to meet Ann Handley over at MarketingProfs, get to know her. Meet Jason Keith, meet Brian Clark, meet Michael over at Social Media Examiner. All these places I write for, I was able to meet those folks through either Twitter. Fabulous, I think one of the best uses of Twitter in a social selling environment is it’s using it as a platform to meet people that you don’t currently know. And start to form the budding of a relationship that can then maybe be transferred over to, maybe, like a Facebook where it’s more of a private friend. You can kind of get to know them a little bit more. Maybe LinkedIn. Or just exchanging e-mails and so forth. So, I always tell people “Identify where you want to be. And then start to build a relationship with the people who own that outpost.” Because if you get them to like you, respect you and appreciate your content, then, when you make that ask and say, “Hey, I really think I can bring some value to your readers. Here’s an example of something that I might want to do. Would you be interested in a post like this?” And it doesn’t have to be a finished post. It can just be a really tight outline that gives them a really good sense of what you’d want to write. I think you’ll find that your listeners will find their take ratio will be much higher. Than if they’re just Joe Blow sending in an e-mail. “Hey, I really love your site. I think I have something for your readers and I’d like to write for you.” You and 10,000 other people. Because you’ve got to remember, these people are making money quite often through the sale of advertising or event monetization, things of this nature. And so, by giving you a guess-posting capability versus forcing you to pay for access to their audience, that’s a big give. So, if you’re not really bringing high-value content to them and creating value in the other direction, you’re not likely to get it. You’re not likely to get it at all. Trent: Okay. So, this whole propinquity theory and painless prospecting has worked very well for you. I want to thank you for sharing the nuts and bolts of how to make it happen. Before we wrap up, have we missed anything, Tom, that you think is really salient to this discussion? Tom: No. From the prospect of using digital tools as an inbound selling strategy as opposed to cold calls, I would encourage your listeners to pay very special, close attention to it and begin to experiment with it. But I would also encourage them to make sure that they understand that this, I think it’s a slower selling process than, like, the cold call process is. I always just say “This is sort of like fly-fishing versus tuna- fishing.” Tuna-fishing, you throw out a bait, you troll, you dang near run into the tuna. Fly-fishing, much more elegant. You’ve got to keep dropping that bait in the water, presenting it, in hopes of getting a bite. And that’s really what this is. It’s a much more elegant way of doing it. It’s a hell of a lot more fun. And if they want more information on how to do it or if they’re looking for a guidebook, next month, my book The Invisible Sale is coming out. And, literally, that book is a field guide for anybody that wants to do this. I give you the arguments to make to your boss, the statistical arguments for “This is why we need to it.” I show you exactly, step by step, how to build the painless prospecting platform. Show you how to create every type of content imaginable. And give you apps and shortcuts and tips and techniques, both my own and from pros; podcasters, videographers, etc. And then in the end, we talk about how do you actually close that self-educated buyer. Because it’s a little different. You have to come it at differently than maybe the traditional sales. And it’s really a tool for anybody that wants to learn this in- depth. And really begin to do it themselves and I would highly encourage anybody to go pick it up or pre-order it at theinvisiblesale.com. Trent: That’s The Invisible Sale singular? Tom: Singular. Trent: Okay, I’ll put that in the show notes, as well. All right, Tom. Thank you so much for being a guest on the “Bright Ideas” podcast. I, as I always hoped to, got some really good golden nuggets. I loved what you shared about going on Twitter, going on LinkedIn using hashtags, figuring out all your prospects, websites they’re mentioning and using that as a way to start your outreach program, so that was terrific. And if people want to get a hold of you, what is the easiest, single way to do that? Tom: They can follow me on Twitter. I’m @tommartin. Or visit conversedigital.com. Both will find me. Trent: Okay. Terrific, Tom. Thanks for being on the show. Tom: Thanks for having me. I really appreciate it. Trent: All right, so that wraps up today’s episode. If you want to get to the show notes, just go to brightideas.co/78. The other thing that I would really love it if you would do is go to brightideas.co/love. There, you will find a pre-populated tweet and also, a link to the iTunes store where if you would take a moment and if you thought this episode was valuable, leave a five-star rating in the iTunes store. I would really appreciate that. It helps the show to get more exposure and build the audience. And the more people that are aware of the “Bright Ideas” podcast, the more people that we can help to massively boost their business. That’s it for this episode. I am your host, Trent Dyrsmid. Thank you very much for being a listener. I look forward to being with you again in an upcoming episode very soon.
About Tom Martin
Tom is a no nonsense, straight-talking 20-year veteran of the advertising and marketing business who favors stiff drinks, good debates and helping companies grow their businesses. As an internationally recognized digital marketing keynote speaker, blogger, founder of Converse Digital, and Author of The Invisible Sale, Tom marries his two passions, marketing & technology, to teach companies how to leverage digital marketing channels to achieve and sustain sales growth, enhance brand perception and painlessly prospect for new customers. His first book, The Invisible Sale, is now available for pre-sale at TheInvisibleSale.com. You can follow him on Twitter @TomMartin, connect with him on LinkedIn, circle him on Google+ or contact him at http://ConverseDigital.com. You can find Tom’s marketing missives on his blog at ConverseDigital.com, Ad Age, where he is a regular contributor, as well as many of the top social and digital marketing blogs like Copyblogger, Social Media Examiner, Social Fresh and MarketingProfs, to name a few.