Select Page

By Tim Hughes | @Timothy_Hughes

In this blog, I’m going to take you through some context of what DLA is all about and why, how we go about marketing, how we generate content and inbound our ROI (return on Investment).

When Adam Gray and I started Digital leadership Associates (DLA) some 20 months ago, we decided that we would run the company on “Social” principles.

We are a “Social” Transformation company anyway.  Just for clarification we help companies understand how to use Social Media strategically across the organisation.

For example, how C-Level people can understand how to use Social Media as a strategy, understand why, have a strategic social vision etc.  We then help companies at a departmental level; Marketing, Sales, Human Resources (HR), Procurement, Supply Chain etc.  Because of my best selling book “Social Selling – Techniques to Influence Buyers and Changemakers”, the Social Selling element is the “poster child”.  Our customers are making some massive impact on new business sales.

We decided from the “get go” we wouldn’t be yet another Marketing agency.  When we see “full service” we hear “jack of all trades and a master of none”.

If you needed knee surgery and you found the best knee surgeon in the world, you would sign him or her up.  If that knee surgeon then say they did gardening and was also a taxi driver, you would go and find somebody else.  When something as important as the long geniality of your company is involved, you want an expert?

Which is why we focus totally on social media.  While we know about PPC, SEO, Web design, Facebook Ads, we don’t do it, in fact we have and still do turn business down in these areas.  People hire us not about “agency life”, they hire us as we are the experts.

We run the company therefore on Social principles.  We don’t advertise, we create great content, in fact we put out a unique piece of contact every day.  In fact, we put out more then one piece of content everyday.  More on that and what we have learn on that in a bit.

I had a conversation with somebody the other day that went:-

  • Me: We are a social transformation company and we don’t advertise.
  • Caller: So you do Facebook ads then?
  • Me: No
  • Caller: So you do LinkedIn ads then?
  • Me: No
  • Called: So you do PPC then?
  • Me: No
  • Caller: So you cold call then?
  • Me: No.
  • Caller: So you do email marketing?
  • Me: No.
  • Caller” So you do retargeting?
  • Me: No.  As I said, we are a social only company.  We live or die by social selling.  How can a company say they are social and why on earth would you hire them for social selling if they advertise.  Which is the complete opposite of social?

It was a bit like today, the woman who served in our local vape shop was standing outside having a cigarette.  How does that work?

We ran an event (not something we often do) with a software supplier, 25 CMOs for a dinner in central London.  We made no calls, sent no emails, everything was done through social.

Our Methods

As I mentioned above we put out (at least) an original blog every day, our blog is here

Working for us is the best LinkedIn Sales Navigator expert in the world Alex Low his Sales Navigator videos seem to be knocking out of the park.  He also does an #AskAlex session on Friday’s, where he answers Social Selling questions.  Give it a try.

When our North American resellers, Exponential Sales signed up, we sent them a spreadsheet of 120 leads, all generated for free through social.

(By the way, if you are interested in being a reseller, get in touch with me, Tim Hughes, 00 44 7823  534 557)

Then there are my #TimTalks videos on Youtube. 

Now up to 70 videos, where I have interviewed the likes of Jill Konrath and Mark Schaefer on Sales and Social Selling.  I have also interviewed leaders from companies such as Rackspace, SAP, Thomson Reuters, Hootsuite, Leadfeeder on their social selling programs.  All of these are designed to be educational and we cover subjects such as Social Selling, Personal Branding, Artificial Intelligence etc.  All of the interviews are “hows” and not “why”.  The interviewees are only allowed on if they can offer practical advice, we don’t allow sales pitches.

Finally we use Passle put simply it’s a way that experts who don’t have time to blog, can blog.  We can create Passles in 5 minutes and we have our own Passle page – This gives us an SEO benefit.  We have also had companies Accenture put our articles through their networks, which enables to reach people cannot normally get to.

Of course all resellers will blog and undertake to use these methods, you can check out Exponential Sales examples at the link above.

Of course we still blog on LinkedIn.

Return on Investment (ROI)

So what does putting out an (excellent, insightful and educational) original piece of comet every day give us in return? Currently we get 3 pieces of inbound everyday. (A Passle customer has measured they get a lead for every 8.5 blogs)

So what, you may ask?  As I pointed out to Microsoft the other day, we have 12 people, you have 100,000.  If you mobilise them, what would be the return?

I’ll leave that to you to decide!

People who read this blog also read these:

Assemble Your Team of Content Super-Heroes

Influencer Marketing: An Introduction

Content 2018? You’ll Need Soft Skills and Software to Succeed Next Year



Share This