I have spent most of my working life sales and sales management. I also owned and ran my own IT Services company for many years. I started life in England, but have been living in sunny Southern California for the last few years.
Sales for me has always been based on personal contact either by phone or in person, but increasingly people are less receptive to that type of approach. People are so busy that they don’t have time to answer the phone or meet a salesperson for an hour or more. People certainly do not want to hear from a salesperson the minute they show even the slightest interest in a product or company.
Many company owners, including some I have worked for, don’t really understand this change and still judge their marketing in terms of how many calls their telemarketers have made from a list they have purchased. They also feel they “have” to have a Website but don’t really get online marketing.
When my CEO asked me to take over managing “Marketing” for the company I worked for, I saw it as an opportunity to make a difference, but with limited resources. Marketing for our company was very much a sideshow, so I had no team and had to fit it in with my main job as VP of Sales.
I spent the first year, basically getting nowhere fast. Maybe because I was trying improve what we were already doing. I redesigned the web site, we threw money into Google ads and bought more lists for people to call through. The results were OK, but I knew we could do better.
So I set about learning about online marketing and learning from people who had proven themselves in online business. I listened to podcasts, from the likes of Michael Stelzner and Jamie Masters, on my way to work. I read countless blogs and ebooks from people like Pat Flynn, Bryan Harris and Neil Patel. I also learned everything I could about marketing automation working with tools such as HubSpot (marketing automation), ActiveCampaign (email automation) and Leadpages (landing pages). This allowed me to chose which tools would help make my life easier and allow me to get results.
The marketing needs of a small business and an online entrepreneur are surprisingly similar. Both are trying to connect with an audience and ultimately make them loyal fans and customers. Both are aiming to earn a living and build a sustainable business through a combination of marketing and sales. However, whereas online entrepreneurs build their business online, small businesses have to integrate their online marketing with an existing business model and thinking. Both have limited resources and need help to guide them.
What I also found was that, on the surface, the whole process appeared very complex. In addition I found that there were a lot of people struggling to understand even the basic steps and were getting thoroughly confused by the wealth of information being thrown at them through webinars and courses.
The aim of Silent Earning is to document my progress and to help people faced with similar challenges. To present the important steps required to market a business online, in an clear and organized manner. Focussing on what you really need to have in place regardless of your business niche.
Whether you are a ‘part-time’ marketer in a small business or an entrepreneur striving for passive income, I hope you will find this useful.