October 20

Episode 97: Social Media with Marc Apple Founder of Forward Push

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Get back your personal and professional time by letting us do what we’ve spent years learning and perfecting. – Forward Push

Marc Apple’s Biography

As a kid, taking drum lessons from the same teacher who taught Bruce Springsteen’s longtime drummer was pretty cool.

It also set me on the path to running the nationally recognized, award-winning digital marketing full-service marketing agency, Forward Push.

Beyond the beats, what I learned at that drum set is that if you want to produce your best work, you need to surround yourself with top talent.

Forward Push is the go-to creative marketing choice of clients both locally and nationally because I’ve built a talented team of digital strategists, technical experts, and creative minds.

I guide this diverse team using the real-world experience I gained working in the fast-paced marketing departments of some of the country’s biggest communications companies, like CBS Radio and IHeartMedia.

Forward Push specializes in inbound marketing for some of the most challenging, regulated industries like legal, healthcare, and financial services, as well as other small to midsize local businesses.

Every Forward Push client gets the benefit of a customized marketing plan using the right mix of platforms based on comprehensive research, strategic planning, budget, and business development goals.

In This Episode, You’ll Learn…

In today’s episode, Mike talks with Marc about how Forward Push uses traditional and digital marketing to inspire measurable brand loyalty and drive sales.

  • Is LinkedIn social media? If yes, how do I keep it not only social but also professional?
  • What should I post?
  • How often should I post?

Links & Resources Mentioned…

 

Read The Transcript

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- Welcome back to the Get
Unstuck and On Target podcast.

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I'm Mike O'Neill with Bench
Builders and we help growing

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companies, especially manufacturers,

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improve their people process
and planning systems,

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so, they can scale smarter and faster.

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Joining me today is Marc Apple.

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Marc is the founder of Forward Push,

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an inbound marketing agency
that uses traditional

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and digital advertising,

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branding and social media outlets

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to inspire measurable brand
loyalty and drive sales.

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I met Marc on LinkedIn and I
immediately noticed something

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different about his post
and it's that difference

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that I'd like to explore
today. Welcome, Marc.

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- Thank you Mike. Good to see you.

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Appreciate that. Thank you.

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- Marc, we've had a
chance to chat prior to us

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scheduling the recording of
this podcast, and as you know,

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these are not scripted conversations,

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but I would love to learn a
little more about your company

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and Forward Push,

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and particularly, what led
to the name Forward Push,

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and let's start with
that. Why Forward Push?

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- Sure, sure.

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And that is an interesting story.

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So, I worked at a former
agency before I started Push,

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Forward Push about 13 some odd years ago.

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And when I left I wasn't really
sure what I was going to do.

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I didn't really have a
plan to start Forward Push,

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but I knew that I needed to
do something at that time,

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including leaving where I was.

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And I left and did some soul searching.

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And during that time period,

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one of my former clients
called me and they said that

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they were looking for a
new agency to work with.

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Did I happen to know anyone?

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And I said,

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you know what,

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I'm kind of kicking around the idea

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that I might start something.

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What do you think of that?

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And I had a good relationship
with the marketing manager

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there to have that type of conversation.

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And she said, you know what,

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we would love to work with you again.

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And I was like,

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that's great. You know,
I'm thinking of calling it,

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and I'm kind of going off
the cuff here as I'm talking

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to her and putting all these
things that I've been thinking

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about for months in my
head. And I said to her,

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I think, I'm gonna call it Push Forward,

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what do you think of that? And she said,

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you know what? I don't like that.

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I think, you should call it Forward Push.

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And as she was saying it,

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I started typing into
GoDaddy to buy the domain,

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figuring someone has to have Forward Push.

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No one did, immediately bought
it. By the end of that day,

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I had already talked to
the state and turned in my,

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you know, to get everything
taken care of with the state

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and get my taxes all in order.

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And that is how the name
for Forward Push came about.

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And actually how I started the agency,

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it was somewhat on a whim,
but also well planned.

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- Well, I love the fact that
the name came from a client.

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You know, Marc, I have the opportunity

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to speak with a lot of digital
marketers, and quite frankly,

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I work real hard to try

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to understand what differentiates them.

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And so, when you get asked that question,

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what differentiates Forward Push?

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- Oh yeah, a couple things.

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So, one is my personal
background and the people

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on the team.

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The majority of us came from working

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at Fortune 500 companies.

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So, my background is working
in the marketing and promotion

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departments for Clear Channel Radio, CBS,

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Starbucks and the other
members on the team have

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the same type of background.

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And we love taking what we learned there,

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the positives and the negatives,

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and applying that now to
the clients we work with.

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The second thing that I
think makes us a little bit

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different is that we love
spending time with our clients

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and helping them understand how
does digital marketing work?

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Because I will often tell
a client in a meeting,

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a great meeting with them
where we've explained

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how everything works,

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whether that's Google, Facebook,
LinkedIn, whatever it is.

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And I'll usually end the
meeting and let them know that,

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everything I just told them could be a lie

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because there is some kid in
the Stanford dorm right now

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that is about to change all of our world.

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- Hmm.

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- And that is the biggest
thing in my industry is that

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it is a chess game. Everything
is constantly moving.

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It's not an industry

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where if Google decides
today or Facebook decides,

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or LinkedIn decides to
change the algorithm.

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They're typically isn't
a press release on it.

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There is no hello marketers,

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we wanna let you know today
you should tell your clients

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to only post three times, not five times.

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What happens,

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a bunch of marketing
people start to figure out,

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hmm, nothing's not working.

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I'm not getting that engagement anymore.

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I'm not getting that
reach. We're not ranking.

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And then, all of a sudden
people start to figure out,

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well, they must have
made an algorithm change.

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And then, typically these big
companies that are running

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the Internets, the Facebooks of the world,

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the Google of the worlds,
the LinkedIns of the world,

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the Amazons,

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they'll sort of give a hint

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or maybe they will officially say,

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oh yeah, we made an update.

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So, that is the big thing in this industry

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and where we really try to
let our clients know that,

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this is really, and I said
this before, is a chess game.

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There are so many moving pieces,

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and if you're not thinking
ahead of what's going to happen,

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you will lose this game.

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And it's a big game for
a lot of our clients.

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- You know, it's a big game that

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we are all learning because
it's changing so constantly.

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Marc, I mentioned that one reason

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I wanted to bring you on the podcast is

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when I began reading your post,

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I saw something different.

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And you know,

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I opened by asking what differentiates

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Forward Push from others.

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But what I just saw in your post is

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I didn't at that point know Marc,

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but after reading a post
or two, I felt that,

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I knew more about Marc and
I had the good opportunity

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to meet you in person,

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and I began to associate
these differences.

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Can we talk about a little
bit, is that intentional?

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Are you a post intentionally?

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Kind of tell us more about who Marc is.

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- Oh, a hundred percent,
a hundred percent.

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I am Marc and I am also
marketing. That is what I do.

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And when I'm promoting that on LinkedIn,

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that's what I'm promoting.

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I'm promoting my knowledge of marketing,

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what services my agency
provides for business owners.

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And that's really what it's about.

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But I didn't want to be
the person to make a post

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every single day about, if you
need help with SEO, call me.

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If you need help with
writing blog articles, DM me.

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If you need someone to
write posts for you,

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let's set up a 15-minute consultation.

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There's plenty of places
to say that in the world.

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And that's called advertising.

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I looked at LinkedIn as
a marketing opportunity,

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and that's, while it's B2B,

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I actually kind of look at it as,

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as B2C I mean, we're all
people at the end of the day.

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And if the C is for consumers,
we're all consumers.

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So even though it's B2B,

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why shouldn't I tell you more about me?

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And so my philosophy when I post is,

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yeah, I'm gonna tell you
when I'm on vacation,

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what I'm doing,

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I'm gonna tell you about
the books I'm reading,

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the meals I'm eating,
how I'm spending my day.

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But because I'm a marketer,

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when I go out to a restaurant
or when I go on vacation

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or when I go to a concert,

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I probably look at things
a little bit different

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just naturally than most people

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because I'm there as a marketing person.

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So, I'm kind of figuring out
those things and I like to put

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that back in my post so
that maybe the next time

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you're at a concert, you might say,

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oh yeah, look what they're doing there.

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Instead of just maybe
just getting to your seats

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and grabbing a drink and
then watching the show.

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- Marc, as you know, our
listeners are decision makers.

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They're usually in leadership roles.

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Their presence on social
media may be to manage

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their company's online presence.

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It may be to kind of burnish
their own personal brand.

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And with that in mind,

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I'd like to kind of focus our
conversation primarily around

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LinkedIn. That's what brought us together.

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But with that in mind, post,

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you said that you have chosen to be Marc

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and Marc the marketer,

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and you've opted to show a
little different side to you.

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You're a marketer,

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you understand how to do
that for a business owner,

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for a leader,

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what might be some practical
tips you have for us that

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when we want to post,

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what should be going through our mind

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in preparing for those post?

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- Yeah, and that's a great question, Mike,

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and I think, it's a
step before that though.

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It's really trying to figure out

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what you're comfortable posting.

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So, for me, I'm fairly
comfortable taking pictures,

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and you've seen my post,
I wear crazy T-shirts,

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I'll put on sunglasses, I'll wear hats.

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And if I have to go stand
in a field with cows,

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I will do that for a post and
I'm comfortable doing that.

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A CEO of a manufacturing
company might not be

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that comfortable. And here's the thing,

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that is perfectly okay,

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my success on LinkedIn
can also have the success

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for that manufacturing CEO as well.

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They can have the same success I'm having.

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They might do it differently,

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their pictures or maybe
no pictures at all,

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maybe they're just text post,
can talk about them their day,

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what's happening in the
industry. But again,

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I would say that even before
that first pen to paper

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or the keyboard to writing
what you're going to post,

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it really is figuring out for yourself

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who am I going to be on
LinkedIn that will resonate

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with the people I'm trying to reach,

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though using me as an example,

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since that's how we met,

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I'm interested in meeting people like you,

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and my post are geared
towards people like you.

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I want to have a relationship
with people that work with

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other businesses or the clients
that we're trying to reach.

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And what I have found are end clients.

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They like people and they
want to get to know people

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because the business of marketing

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and when you work with a
client is very much about

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trust and they want to trust that person.

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But how do you get to
trust if you don't know

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and like them first?

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So, I think, for the
people that are listening

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to the podcast, it's really
taking a hard look and saying,

240
00:11:12,120 --> 00:11:14,160
you know, who do I want to be on LinkedIn?

241
00:11:14,160 --> 00:11:17,010
Do I want to show pictures of my kids?

242
00:11:17,010 --> 00:11:19,560
Do I want to show pictures of my team?

243
00:11:19,560 --> 00:11:21,570
How about when I'm getting
on a Delta airline,

244
00:11:21,570 --> 00:11:24,780
do I want to show me sitting
in the seat and preparing

245
00:11:24,780 --> 00:11:28,380
for a meeting that I'm flying
across town? Right, to,

246
00:11:28,380 --> 00:11:33,150
it's really that thinking
first. And once you have that,

247
00:11:33,150 --> 00:11:34,650
then you really can start saying,

248
00:11:34,650 --> 00:11:37,080
oh, this might make a great post.

249
00:11:37,080 --> 00:11:39,293
Let me see if I can turn
this into something.

250
00:11:40,530 --> 00:11:42,090
- All right, I'm glad you clarified

251
00:11:42,090 --> 00:11:44,940
and that it starts with being true to you,

252
00:11:44,940 --> 00:11:48,110
and you've already begun
kind of reinforcing that,

253
00:11:48,110 --> 00:11:49,230
at the end of the day,

254
00:11:49,230 --> 00:11:53,010
you gotta be true to you in these posts.

255
00:11:53,010 --> 00:11:55,470
And it's about relationships.

256
00:11:55,470 --> 00:12:00,300
And I like the fact that
you clarified it is B2B,

257
00:12:00,300 --> 00:12:03,993
but the reality is it's
B2C, it's person to person.

258
00:12:05,700 --> 00:12:08,400
Let's go back to social media in general.

259
00:12:08,400 --> 00:12:12,720
Would you describe LinkedIn
as being social media?

260
00:12:12,720 --> 00:12:16,170
- Why? This is one of those
million-dollar questions,

261
00:12:16,170 --> 00:12:19,380
isn't it? Everyone doesn't
know what to post on LinkedIn

262
00:12:19,380 --> 00:12:22,290
because if we go back into
the history of LinkedIn,

263
00:12:22,290 --> 00:12:23,910
it was where you went
to find a job, right?

264
00:12:23,910 --> 00:12:24,960
- Hmm, hmm.

265
00:12:24,960 --> 00:12:28,230
- And it still is, I know
even for Forward Push,

266
00:12:28,230 --> 00:12:31,500
we find candidates there
and we have found employees

267
00:12:31,500 --> 00:12:32,970
on LinkedIn,

268
00:12:32,970 --> 00:12:37,970
but it's now become closer to
maybe a Facebook and Instagram

269
00:12:38,880 --> 00:12:41,190
somewhere in there. I know, you know,

270
00:12:41,190 --> 00:12:44,220
on Fridays a lot of people
kind of what I would say let go

271
00:12:44,220 --> 00:12:47,490
and they post memes and
jokes and they're writing

272
00:12:47,490 --> 00:12:50,550
serious content during the week.

273
00:12:50,550 --> 00:12:55,320
But is it a place where you
could post pictures of having

274
00:12:55,320 --> 00:12:57,840
lunch with a client, a selfie photo?

275
00:12:57,840 --> 00:13:00,090
I know I do.

276
00:13:00,090 --> 00:13:01,860
I know a lot of other people would say,

277
00:13:01,860 --> 00:13:05,340
you know what, that's great
for Facebook and Instagram.

278
00:13:05,340 --> 00:13:07,980
You shouldn't be posting selfie on there.

279
00:13:07,980 --> 00:13:10,180
You shouldn't be posting
cute little videos.

280
00:13:11,130 --> 00:13:16,130
Again, my level of how I want
to interact on LinkedIn is,

281
00:13:17,250 --> 00:13:18,570
yeah, you know what?

282
00:13:18,570 --> 00:13:20,220
I want to post memes,

283
00:13:20,220 --> 00:13:23,820
I want to post selfie videos
with people that I meet

284
00:13:23,820 --> 00:13:28,820
and then, write post about
them. So, is it a social media?

285
00:13:29,340 --> 00:13:31,440
Yeah, it is a social media.

286
00:13:31,440 --> 00:13:34,740
Is it like Instagram or TikTok?

287
00:13:34,740 --> 00:13:37,917
No, I don't think we're there yet on that.

288
00:13:37,917 --> 00:13:40,470
And I'm not really even
sure if we'll ever be there

289
00:13:40,470 --> 00:13:43,260
because I think it is the
place where business happens.

290
00:13:43,260 --> 00:13:44,820
But I do think,

291
00:13:44,820 --> 00:13:48,180
as we talked about earlier
here in our conversation,

292
00:13:48,180 --> 00:13:53,180
it is people to people and we
all go to lunch with clients

293
00:13:54,840 --> 00:13:56,490
or with our network.

294
00:13:56,490 --> 00:13:58,410
So, why wouldn't you want to share that?

295
00:13:58,410 --> 00:14:01,200
Why wouldn't you want to talk
about one of your clients

296
00:14:01,200 --> 00:14:03,750
or someone in your network
that you, you know,

297
00:14:03,750 --> 00:14:04,710
are confident about

298
00:14:04,710 --> 00:14:07,860
and does a great job and
a selfie photo's okay.

299
00:14:07,860 --> 00:14:10,023
You know, just make sure it's in focus.

300
00:14:12,570 --> 00:14:15,030
- Make sure it's in focus.
You know, I, I don't know

301
00:14:15,030 --> 00:14:18,300
if I intended to get into
mechanics a little bit,

302
00:14:18,300 --> 00:14:22,620
but one of the things you
mentioned a moment ago is decide

303
00:14:22,620 --> 00:14:24,690
who you are and how do you really want

304
00:14:24,690 --> 00:14:28,680
to have a presence on LinkedIn?

305
00:14:28,680 --> 00:14:30,180
One of the things you mentioned was

306
00:14:30,180 --> 00:14:31,863
do you use pictures or not?

307
00:14:32,973 --> 00:14:35,703
Why might that be a decision point?

308
00:14:37,080 --> 00:14:40,320
- Yeah, well there's a couple reasons.

309
00:14:40,320 --> 00:14:44,100
And one is sort of how do
things happen on LinkedIn

310
00:14:44,100 --> 00:14:47,670
and that I mean by, like
how to get more engagement.

311
00:14:47,670 --> 00:14:50,730
And so, just whether it's even on LinkedIn

312
00:14:50,730 --> 00:14:54,270
or just the other social
medias or just in general,

313
00:14:54,270 --> 00:14:57,333
we all sort of gravitate towards pitchers.

314
00:14:58,710 --> 00:15:01,721
And so, the engagement level
is usually always higher

315
00:15:01,721 --> 00:15:04,560
on a pitcher. Or then
if we even, you know,

316
00:15:04,560 --> 00:15:06,720
extend this conversation into video,

317
00:15:06,720 --> 00:15:10,950
which is a whole other topic,
video also works as well.

318
00:15:10,950 --> 00:15:13,440
So it again,

319
00:15:13,440 --> 00:15:14,970
I'm gonna go back to

320
00:15:14,970 --> 00:15:17,580
are you comfortable taking
a picture of yourself?

321
00:15:17,580 --> 00:15:19,170
And if you are,

322
00:15:19,170 --> 00:15:22,230
there are some really
great benefits of it.

323
00:15:22,230 --> 00:15:24,390
I can tell you from my own posting,

324
00:15:24,390 --> 00:15:28,110
I always get people come up
to me that might not remember

325
00:15:28,110 --> 00:15:32,490
the actual posts, the topic
of it, but they will say,

326
00:15:32,490 --> 00:15:35,190
I saw that picture of
you in the graveyard.

327
00:15:35,190 --> 00:15:36,270
Where was that?

328
00:15:36,270 --> 00:15:39,750
Or oh, I saw you took that
picture of the Braves game,

329
00:15:39,750 --> 00:15:40,983
where were your seats?

330
00:15:42,150 --> 00:15:45,120
Pictures are just easier to remember.

331
00:15:45,120 --> 00:15:47,700
And in my strategy,

332
00:15:47,700 --> 00:15:51,570
I always try to have my
pictures match my content.

333
00:15:51,570 --> 00:15:54,960
And again, I'm lucky, I'm creative,

334
00:15:54,960 --> 00:15:59,430
I run a marketing agency.
It's, I wouldn't say it's easy,

335
00:15:59,430 --> 00:16:02,850
but it's probably easier for
me than some to figure out

336
00:16:02,850 --> 00:16:05,100
how to do some of these pictures.

337
00:16:05,100 --> 00:16:07,950
But I don't think that should stop a CEO

338
00:16:07,950 --> 00:16:11,460
of a manufacturing company
or an owner of a business

339
00:16:11,460 --> 00:16:14,760
from saying, hey, we're
at the Braves game.

340
00:16:14,760 --> 00:16:18,600
Let me take a picture and post
it on LinkedIn and talk about

341
00:16:18,600 --> 00:16:21,783
the client we took to
the game as an example.

342
00:16:22,980 --> 00:16:24,420
- That's a great example.

343
00:16:24,420 --> 00:16:28,050
So, you also kinda raise
a question and that is,

344
00:16:28,050 --> 00:16:31,980
if you wanna have a presence on LinkedIn,

345
00:16:31,980 --> 00:16:35,490
you have to invest, you have to quote,

346
00:16:35,490 --> 00:16:40,020
engage to have people engage with you.

347
00:16:40,020 --> 00:16:44,100
So, on a practical side, when
you're working with clients,

348
00:16:44,100 --> 00:16:48,780
when you're working with leaders
and you're advising them,

349
00:16:48,780 --> 00:16:53,553
what do you recommend in terms
the the frequency of post?

350
00:16:54,855 --> 00:16:56,310
- Yeah, so instead of
answering the question

351
00:16:56,310 --> 00:16:58,020
about frequency,

352
00:16:58,020 --> 00:16:59,760
I'll tell you what I tell them first.

353
00:16:59,760 --> 00:17:00,593
- Okay.

354
00:17:00,593 --> 00:17:04,020
- As I tell them, put it on
your calendar once a week,

355
00:17:04,020 --> 00:17:05,250
a half hour.

356
00:17:05,250 --> 00:17:07,110
And this is for someone
that probably doesn't use

357
00:17:07,110 --> 00:17:08,163
LinkedIn at all.

358
00:17:09,150 --> 00:17:11,610
I find that with the leaders
that if you can get it

359
00:17:11,610 --> 00:17:14,220
on their calendar as an appointment,

360
00:17:14,220 --> 00:17:15,570
they're more likely to do it.

361
00:17:15,570 --> 00:17:16,403
- Hmm.

362
00:17:16,403 --> 00:17:19,290
- And once they start to
see the value of LinkedIn,

363
00:17:19,290 --> 00:17:21,960
because as you and I both know,

364
00:17:21,960 --> 00:17:24,450
it can be a second job sometimes,

365
00:17:24,450 --> 00:17:27,630
but it is also worth it
because of the engagement.

366
00:17:27,630 --> 00:17:32,630
You can't just be the person
that post and doesn't comment,

367
00:17:33,150 --> 00:17:36,480
doesn't engage with people
and their post as well.

368
00:17:36,480 --> 00:17:39,930
But if I can get them to put
at least at the very beginning,

369
00:17:39,930 --> 00:17:43,260
let's just start off
once a week, a half hour,

370
00:17:43,260 --> 00:17:45,343
and actually I don't
even want you to post,

371
00:17:45,343 --> 00:17:47,790
I just want you to
engage with your network.

372
00:17:47,790 --> 00:17:50,040
Go in there and see what
everyone else is doing

373
00:17:50,040 --> 00:17:51,510
in your network.

374
00:17:51,510 --> 00:17:55,593
Join the conversation,
a half hour once a week.

375
00:17:56,460 --> 00:17:57,450
And what I have found,

376
00:17:57,450 --> 00:18:00,150
without even telling them when I check in

377
00:18:00,150 --> 00:18:01,800
a couple weeks later,

378
00:18:01,800 --> 00:18:04,530
oh yeah, I'm on there
a couple times a week.

379
00:18:04,530 --> 00:18:07,650
I've now, I'm doing it for an hour.

380
00:18:07,650 --> 00:18:10,320
Are you posting? I've
been thinking about it,

381
00:18:10,320 --> 00:18:11,730
I don't know what I should post.

382
00:18:11,730 --> 00:18:14,370
That's where the next
conversation goes to.

383
00:18:14,370 --> 00:18:16,470
We start to have the conversation

384
00:18:16,470 --> 00:18:19,440
that you and I have just had.
What are you comfortable with?

385
00:18:19,440 --> 00:18:21,000
What's on your calendar this week

386
00:18:21,000 --> 00:18:23,310
that might make a good post?

387
00:18:23,310 --> 00:18:25,440
Read anything in the trades recently

388
00:18:25,440 --> 00:18:26,840
that you have an opinion on?

389
00:18:27,930 --> 00:18:30,420
Then we can start to
put in what I would call

390
00:18:30,420 --> 00:18:32,190
a content calendar.

391
00:18:32,190 --> 00:18:34,620
And this doesn't need
to be anything fancy,

392
00:18:34,620 --> 00:18:38,250
like a full on social
media management calendar,

393
00:18:38,250 --> 00:18:42,510
but it will start to give
them an idea of topics

394
00:18:42,510 --> 00:18:43,590
that they can write about.

395
00:18:43,590 --> 00:18:46,350
Because whether it's LinkedIn, Facebook,

396
00:18:46,350 --> 00:18:49,518
Instagram or actually just
any social media channel,

397
00:18:49,518 --> 00:18:53,820
the question we always hear
is, what am I going to post?

398
00:18:53,820 --> 00:18:56,460
Nobody wants to hear what I'm going to say

399
00:18:56,460 --> 00:18:58,050
and then, right back to,

400
00:18:58,050 --> 00:19:00,120
I don't have anything to post.

401
00:19:00,120 --> 00:19:02,520
And what I then I run them
through this exercise.

402
00:19:02,520 --> 00:19:05,760
Let's look at your calendar.
What are you doing this week?

403
00:19:05,760 --> 00:19:08,190
We can start to figure out what to post.

404
00:19:08,190 --> 00:19:09,360
That's how I do mine.

405
00:19:09,360 --> 00:19:12,540
That's a behind the scenes I
look and see what's going on.

406
00:19:12,540 --> 00:19:13,980
I read the trades,

407
00:19:13,980 --> 00:19:16,260
I see what other people are
talking about in my network,

408
00:19:16,260 --> 00:19:18,507
and I have an opinion on it.

409
00:19:18,507 --> 00:19:20,407
So, why don't I write a post about it?

410
00:19:21,810 --> 00:19:23,610
- Yeah, I'm glad the fact
that you kind of said,

411
00:19:23,610 --> 00:19:26,698
Mike, let's go upstream one more

412
00:19:26,698 --> 00:19:31,290
and that is understanding LinkedIn first,

413
00:19:31,290 --> 00:19:36,290
and we use this term engagement
and you use the three words,

414
00:19:38,400 --> 00:19:43,400
join the conversation,
powerful three words.

415
00:19:43,740 --> 00:19:46,590
How do you advise clients
to go about joining

416
00:19:46,590 --> 00:19:47,490
the conversation?

417
00:19:47,490 --> 00:19:50,790
What is it they should be doing
in joining the conversation?

418
00:19:50,790 --> 00:19:55,590
- Yeah. So, for me and what
I like to tell our clients

419
00:19:55,590 --> 00:19:59,400
and the listeners here
is just open up LinkedIn,

420
00:19:59,400 --> 00:20:02,160
see what's going on in your feed.

421
00:20:02,160 --> 00:20:06,630
If you've curated a good group
of people within your network

422
00:20:06,630 --> 00:20:10,830
and they're saying interesting
things that you can even lend

423
00:20:10,830 --> 00:20:15,750
a couple sentences too, that's
joining the conversation.

424
00:20:15,750 --> 00:20:17,700
So, it could be something as simple as,

425
00:20:18,741 --> 00:20:22,410
great post Mike, I really like the way

426
00:20:22,410 --> 00:20:25,293
you explained dot, dot dot.

427
00:20:26,310 --> 00:20:28,350
That's joining the conversation.

428
00:20:28,350 --> 00:20:32,640
It's letting you know how I
feel about what you posted.

429
00:20:32,640 --> 00:20:35,460
It's letting me maybe ask you a question,

430
00:20:35,460 --> 00:20:38,370
so that we could actually have
a back and forth on LinkedIn,

431
00:20:38,370 --> 00:20:40,383
a dialogue back and forth.

432
00:20:41,250 --> 00:20:43,620
That's how I believe that
people should start to join

433
00:20:43,620 --> 00:20:46,200
the conversation. Because as I just,

434
00:20:46,200 --> 00:20:48,330
as I mentioned previously here,

435
00:20:48,330 --> 00:20:51,120
LinkedIn sometimes could be
a second job and it should,

436
00:20:51,120 --> 00:20:52,890
and it shouldn't be.

437
00:20:52,890 --> 00:20:56,351
But if you can join the
conversation to the people

438
00:20:56,351 --> 00:20:59,160
that you want to be talking to,

439
00:20:59,160 --> 00:21:03,570
it is a great way to just
enhance your relationships.

440
00:21:03,570 --> 00:21:05,970
It's also a great way
to start relationships,

441
00:21:05,970 --> 00:21:09,153
and it is definitely a great
way to get more business.

442
00:21:10,380 --> 00:21:12,430
- Marc, I suspect, you've got

443
00:21:14,250 --> 00:21:19,154
a pretty large number of people
in your LinkedIn network.

444
00:21:19,154 --> 00:21:24,154
Do you have a process by which
you kind of systematically

445
00:21:24,210 --> 00:21:29,133
try to touch base with
people or is it more organic?

446
00:21:30,420 --> 00:21:32,220
- It's half and half actually.

447
00:21:32,220 --> 00:21:37,220
So, I let my feed sort of
dictate what I should see.

448
00:21:37,770 --> 00:21:41,970
I also know that that's an
algorithm choosing for me

449
00:21:41,970 --> 00:21:43,413
who and what I should see.

450
00:21:44,460 --> 00:21:47,580
But I rely on it to
know that it is probably

451
00:21:47,580 --> 00:21:48,990
and more than likely going

452
00:21:48,990 --> 00:21:52,113
to put in front of me people
that I've engaged with,

453
00:21:53,100 --> 00:21:56,460
either recently or maybe
haven't in a while,

454
00:21:56,460 --> 00:21:57,993
which is a nice reminder.

455
00:21:59,430 --> 00:22:04,430
I also have a list as well of
people that maybe are a target

456
00:22:05,460 --> 00:22:07,770
for me when it comes to sales.

457
00:22:07,770 --> 00:22:12,360
I also have a list of people
in my network that I know write

458
00:22:12,360 --> 00:22:15,630
interesting posts that I can learn from,

459
00:22:15,630 --> 00:22:17,490
that I can comment on that.

460
00:22:17,490 --> 00:22:19,470
I just wanna see what they're doing

461
00:22:19,470 --> 00:22:22,890
and I can't rely on the
algorithm in that case

462
00:22:22,890 --> 00:22:25,230
to make sure that I
see all of their posts.

463
00:22:25,230 --> 00:22:26,820
So, I do have a list of people

464
00:22:26,820 --> 00:22:28,500
that I kind of check in on

465
00:22:28,500 --> 00:22:31,290
to use your words and
see what's happening,

466
00:22:31,290 --> 00:22:32,940
but at the same time,

467
00:22:32,940 --> 00:22:35,850
I really let the algorithm figure out

468
00:22:35,850 --> 00:22:38,100
what my day's gonna be like on LinkedIn.

469
00:22:38,100 --> 00:22:39,870
- That's very interesting.

470
00:22:39,870 --> 00:22:41,760
Marc, you've shared that you came out

471
00:22:41,760 --> 00:22:45,750
of a corporate marketing
background, like myself.

472
00:22:45,750 --> 00:22:48,000
I came out of a corporate HR background.

473
00:22:48,000 --> 00:22:50,700
You learn what works well,

474
00:22:50,700 --> 00:22:52,947
you also learn what does not work well.

475
00:22:52,947 --> 00:22:55,920
And you take that and you share that

476
00:22:55,920 --> 00:22:58,542
with your clients,

477
00:22:58,542 --> 00:23:03,542
as you kind of think
about your experiences

478
00:23:04,800 --> 00:23:08,490
both in a corporate setting
and as a business owner.

479
00:23:08,490 --> 00:23:11,700
Can you share an example
by which perhaps you

480
00:23:11,700 --> 00:23:15,960
or a client got stuck and what
did it take to get unstuck?

481
00:23:15,960 --> 00:23:20,250
- Mm, that is a great question.

482
00:23:20,250 --> 00:23:21,780
I can speak to for myself.

483
00:23:21,780 --> 00:23:24,060
I think, that's probably
the, the easiest one.

484
00:23:24,060 --> 00:23:27,120
And then, maybe I'll try to
come up with a client's story.

485
00:23:27,120 --> 00:23:30,360
This recently happened to me
over the last couple years

486
00:23:30,360 --> 00:23:31,260
and so, you know,

487
00:23:31,260 --> 00:23:33,771
I mentioned that Forward
Push has been around

488
00:23:33,771 --> 00:23:36,360
for 13 some odd years

489
00:23:36,360 --> 00:23:39,600
and throughout that time
I've been stuck many times

490
00:23:39,600 --> 00:23:42,240
just probably like most people.

491
00:23:42,240 --> 00:23:45,870
And about two years ago or so,

492
00:23:45,870 --> 00:23:47,820
we were going through what I would say is

493
00:23:47,820 --> 00:23:50,220
not a crisis at Forward Push,

494
00:23:50,220 --> 00:23:52,110
but we had some decisions to make about

495
00:23:52,110 --> 00:23:54,160
which way we were gonna take the company,

496
00:23:55,146 --> 00:23:57,750
meaning were we going
to bring on new people,

497
00:23:57,750 --> 00:24:01,203
what my roles and
responsibilities were going to be,

498
00:24:02,220 --> 00:24:05,640
even office space, how many
private offices do we need?

499
00:24:05,640 --> 00:24:07,740
We were really taking a, you know,

500
00:24:07,740 --> 00:24:09,273
kind of a refreshed look.

501
00:24:10,320 --> 00:24:12,690
And my business coach had mentioned to me

502
00:24:12,690 --> 00:24:14,673
a book called Who Not How.

503
00:24:14,673 --> 00:24:16,170
- Hmm, hmm.

504
00:24:16,170 --> 00:24:20,610
- And I was stuck and I've told
people I probably have sold

505
00:24:20,610 --> 00:24:21,731
more copies of this book than anyone.

506
00:24:21,731 --> 00:24:26,620
That book and that teachings
from my business coach opened

507
00:24:27,843 --> 00:24:31,320
my eyes to making sure
that I pulled myself away

508
00:24:31,320 --> 00:24:36,320
and who was I going to get
to help me to do these things

509
00:24:36,420 --> 00:24:40,380
or who on my team could pick
up other responsibilities.

510
00:24:40,380 --> 00:24:44,010
And I've practiced that since
I finished reading that book,

511
00:24:44,010 --> 00:24:46,500
and it's made the biggest difference.

512
00:24:46,500 --> 00:24:49,590
And as I'm talking to you
about it and wanting to answer

513
00:24:49,590 --> 00:24:51,690
your question about clients that have been

514
00:24:51,690 --> 00:24:53,070
in that situation,

515
00:24:53,070 --> 00:24:56,550
I've relayed that exact
story to them as well

516
00:24:56,550 --> 00:25:00,960
because a lot of times
our clients will say,

517
00:25:00,960 --> 00:25:01,950
I need to do this.

518
00:25:01,950 --> 00:25:03,450
This is what's taking up my time.

519
00:25:03,450 --> 00:25:05,220
And when it comes to marketing,

520
00:25:05,220 --> 00:25:07,560
sometimes it is I want to be on LinkedIn,

521
00:25:07,560 --> 00:25:09,660
but I don't know what to write.

522
00:25:09,660 --> 00:25:11,670
And because we write for clients,

523
00:25:11,670 --> 00:25:13,170
and we write posts for them,

524
00:25:13,170 --> 00:25:17,550
we become their who, a lot
of times it's just talking

525
00:25:17,550 --> 00:25:21,630
to the client and they want
to do LinkedIn themselves.

526
00:25:21,630 --> 00:25:23,790
And when we look at their
calendar and we're trying

527
00:25:23,790 --> 00:25:26,370
to help them figure out can you spend

528
00:25:26,370 --> 00:25:27,960
30 minutes a day on LinkedIn,

529
00:25:27,960 --> 00:25:30,780
could you spend an hour
every other day on LinkedIn?

530
00:25:30,780 --> 00:25:32,970
Could it be part of your daily practice?

531
00:25:32,970 --> 00:25:36,690
And when it usually ends up
with this conversation about

532
00:25:36,690 --> 00:25:38,910
Who Not How, because you know what,

533
00:25:38,910 --> 00:25:41,334
isn't there someone
else on your staff that

534
00:25:41,334 --> 00:25:42,434
could do this for you?

535
00:25:43,440 --> 00:25:45,210
And then, they can see
the value of LinkedIn

536
00:25:45,210 --> 00:25:47,250
because they'll have the time to do it.

537
00:25:47,250 --> 00:25:51,240
So, I love getting stuck
because it usually means that,

538
00:25:51,240 --> 00:25:54,265
there's a solution around
the corner that can teach you

539
00:25:54,265 --> 00:25:58,380
and it's also valuable
that you can pass it on to

540
00:25:58,380 --> 00:25:59,213
other people to say,

541
00:25:59,213 --> 00:26:00,060
you know what?

542
00:26:00,060 --> 00:26:03,690
I've been in that situation
too. Here's what I did.

543
00:26:03,690 --> 00:26:06,393
Your mileage may vary, but give it a try.

544
00:26:08,280 --> 00:26:09,990
- I don't know if I've
ever had a guest say

545
00:26:09,990 --> 00:26:11,430
I love getting stuck,

546
00:26:11,430 --> 00:26:15,150
but I can see in the context
how that makes good sense

547
00:26:15,150 --> 00:26:17,280
for those who are listening.

548
00:26:17,280 --> 00:26:21,450
I have found that people who
own their own businesses,

549
00:26:21,450 --> 00:26:24,240
they have to wear so many different hats.

550
00:26:24,240 --> 00:26:27,330
And so, the natural tendency
is if something needs

551
00:26:27,330 --> 00:26:31,320
to be done, I must have to do it myself.

552
00:26:31,320 --> 00:26:34,080
And what I'm hearing you
say is that you found

553
00:26:34,080 --> 00:26:38,040
in your own business
that though you could do

554
00:26:38,040 --> 00:26:39,600
a number of these things,

555
00:26:39,600 --> 00:26:42,453
you're learning to find the right who.

556
00:26:43,470 --> 00:26:44,700
- A hundred percent.

557
00:26:44,700 --> 00:26:47,220
And it's the one thing that I
wish someone would've told me

558
00:26:47,220 --> 00:26:51,450
when I started sooner than later.

559
00:26:51,450 --> 00:26:54,363
Because once I figured out
that piece of the puzzle,

560
00:26:55,200 --> 00:26:56,850
I'm not as stuck as I used to be.

561
00:26:57,960 --> 00:27:02,010
And because I know now
when my plate gets full,

562
00:27:02,010 --> 00:27:04,320
I get a little stress,
I look at my calendar,

563
00:27:04,320 --> 00:27:08,880
I can easily now say who
could help me with this?

564
00:27:08,880 --> 00:27:13,050
Even things just as mundane as healthcare

565
00:27:13,050 --> 00:27:15,303
for our clients or payroll.

566
00:27:16,440 --> 00:27:20,700
Who can I ask in my network
that probably has experience

567
00:27:20,700 --> 00:27:23,130
with this that they can tell me

568
00:27:23,130 --> 00:27:28,130
who to call or I could just
spend all day looking on Google,

569
00:27:28,500 --> 00:27:31,560
but why should I, when I could
probably make a call to you,

570
00:27:31,560 --> 00:27:34,470
I can make a call to some
other people in my network,

571
00:27:34,470 --> 00:27:37,561
and they'll say, oh yeah,
I went through that.

572
00:27:37,561 --> 00:27:38,520
Or I know this guy you should call,

573
00:27:38,520 --> 00:27:40,220
I know this woman you should call.

574
00:27:41,670 --> 00:27:44,580
Finding your who has made sure that

575
00:27:44,580 --> 00:27:46,500
while I love getting stuck,

576
00:27:46,500 --> 00:27:48,250
I don't get stuck as often anymore.

577
00:27:49,800 --> 00:27:52,669
- You know, I think I
read this not long ago,

578
00:27:52,669 --> 00:27:55,230
but one of the probably
more gratifying things

579
00:27:55,230 --> 00:27:58,080
to be able to say is when ask,

580
00:27:58,080 --> 00:27:59,830
yeah, I know somebody

581
00:28:01,050 --> 00:28:03,030
and if you know somebody,

582
00:28:03,030 --> 00:28:06,947
that means you've probably
have dealt with that issue.

583
00:28:06,947 --> 00:28:11,160
You've decided to go the who
route and that somebody is

584
00:28:11,160 --> 00:28:16,160
someone who is on your list
to when asked readily refer.

585
00:28:19,770 --> 00:28:22,290
Speaking of people who you stay in contact

586
00:28:22,290 --> 00:28:24,180
with the nature of business,

587
00:28:24,180 --> 00:28:26,700
it just seems as if particularly
in the service area,

588
00:28:26,700 --> 00:28:29,250
that's what kinda you do
for clients is what we do

589
00:28:29,250 --> 00:28:30,900
for our clients.

590
00:28:30,900 --> 00:28:35,900
But you mentioned referring
business or going to others

591
00:28:36,090 --> 00:28:41,090
and what, how are referrers
or referral partners,

592
00:28:42,360 --> 00:28:45,840
have you found that there
has been a value to have

593
00:28:45,840 --> 00:28:48,033
relationships that are referral based?

594
00:28:48,929 --> 00:28:52,830
- Yes, and I'll give you
a story from yesterday.

595
00:28:52,830 --> 00:28:54,513
This is how the story is.

596
00:28:55,350 --> 00:28:57,150
I received a referral yesterday

597
00:28:57,150 --> 00:28:58,983
from someone in my LinkedIn network.

598
00:29:00,360 --> 00:29:02,880
She is a woman who I've
never met in person.

599
00:29:02,880 --> 00:29:03,713
- Hmm.

600
00:29:03,713 --> 00:29:07,230
- But we comment on each
other's post quite frequently,

601
00:29:07,230 --> 00:29:09,480
and she was referred
to me from someone else

602
00:29:09,480 --> 00:29:10,920
within my network.

603
00:29:10,920 --> 00:29:13,350
So, it's not someone
that is just new to me.

604
00:29:13,350 --> 00:29:15,480
We've known each other
probably about a year or so,

605
00:29:15,480 --> 00:29:18,900
but we've never met and we've
done Zoom conversations,

606
00:29:18,900 --> 00:29:21,150
but never in person.

607
00:29:21,150 --> 00:29:21,983
We've commented,

608
00:29:21,983 --> 00:29:24,840
like I said on our post and yesterday

609
00:29:24,840 --> 00:29:29,790
she sent a three-way email
to someone that she knows,

610
00:29:29,790 --> 00:29:32,730
that needs help with
marketing and lead generation.

611
00:29:32,730 --> 00:29:36,300
And in that email to
myself and to the person

612
00:29:36,300 --> 00:29:38,580
that she's referring me to,

613
00:29:38,580 --> 00:29:43,580
she had mentioned things about
me that you would only know

614
00:29:43,680 --> 00:29:46,410
if you read my LinkedIn post.

615
00:29:46,410 --> 00:29:49,020
And when she finished
the paragraph about me,

616
00:29:49,020 --> 00:29:52,680
the last sentence that she
sent to this gentleman was,

617
00:29:52,680 --> 00:29:56,370
if you want to know more
about Marc and his services,

618
00:29:56,370 --> 00:29:59,520
look here on his LinkedIn profile.

619
00:29:59,520 --> 00:30:02,220
And I found that so interesting Mike,

620
00:30:02,220 --> 00:30:04,980
because why didn't she put my website?

621
00:30:04,980 --> 00:30:05,813
- Hmm?

622
00:30:05,813 --> 00:30:09,032
- Why didn't she put the page
on our website that we worked

623
00:30:09,032 --> 00:30:12,030
so hard to list all of our
services, our case studies,

624
00:30:12,030 --> 00:30:13,860
our testimonials.

625
00:30:13,860 --> 00:30:16,980
Instead, she sent this
person that needs help

626
00:30:16,980 --> 00:30:20,160
with lead generation and marketing

627
00:30:20,160 --> 00:30:23,310
to my own personal LinkedIn profile

628
00:30:23,310 --> 00:30:24,903
to learn more about me.

629
00:30:26,820 --> 00:30:28,410
So, when we talk about this,

630
00:30:28,410 --> 00:30:31,530
how networking works on LinkedIn,

631
00:30:31,530 --> 00:30:33,450
if I was posting all the time,

632
00:30:33,450 --> 00:30:35,820
call me to help you with lead generation

633
00:30:35,820 --> 00:30:40,233
and DM me for SEO, and talk
to me about this and that,

634
00:30:41,250 --> 00:30:42,690
I would never be on her radar.

635
00:30:42,690 --> 00:30:45,660
She would know nothing about
me nor would she ever trust me

636
00:30:45,660 --> 00:30:47,970
that she could have
someone in her network.

637
00:30:47,970 --> 00:30:50,400
And this guy lives here across the country

638
00:30:50,400 --> 00:30:53,430
that she's referring
us to, referring me to,

639
00:30:53,430 --> 00:30:55,833
she sent him to my LinkedIn profile.

640
00:30:57,840 --> 00:31:00,030
- Great example, timely.

641
00:31:00,030 --> 00:31:03,120
And it points out as
good as your website is,

642
00:31:03,120 --> 00:31:05,460
and it's very, very good.

643
00:31:05,460 --> 00:31:09,750
The fact that the relationship
existed on LinkedIn,

644
00:31:09,750 --> 00:31:12,270
and she used LinkedIn as a means of

645
00:31:12,270 --> 00:31:15,870
if you wanna know more
about Marc, go here.

646
00:31:15,870 --> 00:31:17,700
- Yeah, exactly, Mike,

647
00:31:17,700 --> 00:31:20,220
because who's gonna be
on the phone with him?

648
00:31:20,220 --> 00:31:22,140
Who sent the follow up email to him?

649
00:31:22,140 --> 00:31:25,680
Who sent him my calendar
link to schedule a meeting?

650
00:31:25,680 --> 00:31:27,600
Well it's me, he's the one,

651
00:31:27,600 --> 00:31:31,217
I'm the one that he's going
to see when we first talk,

652
00:31:31,217 --> 00:31:34,080
and he'll have an opportunity
to meet the rest of our team,

653
00:31:34,080 --> 00:31:36,120
and he can check out their LinkedIn.

654
00:31:36,120 --> 00:31:38,700
But it is, like we've said multiple times

655
00:31:38,700 --> 00:31:39,570
through this conversation,

656
00:31:39,570 --> 00:31:42,750
I think, it's the one thing
the listeners should take away

657
00:31:42,750 --> 00:31:46,170
that LinkedIn is people to people.

658
00:31:46,170 --> 00:31:48,750
You can call it business place,

659
00:31:48,750 --> 00:31:51,990
you can call it social media
where business happens.

660
00:31:51,990 --> 00:31:53,970
But at the end of the day,

661
00:31:53,970 --> 00:31:57,360
I think, it's just a giant
cocktail party and the more that

662
00:31:57,360 --> 00:32:00,810
you can be involved and
have a good time at it,

663
00:32:00,810 --> 00:32:02,965
don't let it stress you out.

664
00:32:02,965 --> 00:32:06,270
It's fun. And there's also business there,

665
00:32:06,270 --> 00:32:08,870
which I like getting new
business, so I love it too.

666
00:32:10,020 --> 00:32:12,570
- Well that's what business is all about.

667
00:32:12,570 --> 00:32:14,460
But the relationships and I love that

668
00:32:14,460 --> 00:32:16,684
characterization's a big cocktail party,

669
00:32:16,684 --> 00:32:18,540
a great way to kind of summarize

670
00:32:18,540 --> 00:32:20,400
what you have kind of shared.

671
00:32:20,400 --> 00:32:24,870
Now, I introduce you as
Marc Apple, Marc with a C,

672
00:32:24,870 --> 00:32:26,670
but if folks wanna reach out to you,

673
00:32:26,670 --> 00:32:28,710
what's the best way for them to do so?

674
00:32:28,710 --> 00:32:31,182
- Yep. Well, I would be a fool not to say

675
00:32:31,182 --> 00:32:33,143
to look me up on LinkedIn, right?

676
00:32:33,143 --> 00:32:34,530
(both laugh)

677
00:32:34,530 --> 00:32:37,470
So, I have a pretty good LinkedIn profile,

678
00:32:37,470 --> 00:32:40,953
and it's Marc, M A R C, Apple, A P P L E.

679
00:32:41,820 --> 00:32:43,470
Send me a connection request,

680
00:32:43,470 --> 00:32:46,710
send me a message that is
the best place to find me.

681
00:32:46,710 --> 00:32:48,570
But if you would like to know more about

682
00:32:48,570 --> 00:32:52,080
what Forward Push does
other than my own craziness

683
00:32:52,080 --> 00:32:53,070
on LinkedIn,

684
00:32:53,070 --> 00:32:54,843
it is forwardpush.com.

685
00:32:56,040 --> 00:32:59,790
- Excellent. Marc, I learned a lot.

686
00:32:59,790 --> 00:33:01,920
I knew I would. I did.

687
00:33:01,920 --> 00:33:04,470
Thank you for sharing today.

688
00:33:04,470 --> 00:33:05,910
- My pleasure. Thanks Mike for having me.

689
00:33:05,910 --> 00:33:07,620
I appreciate it.

690
00:33:07,620 --> 00:33:10,320
- I also want to thank our
listeners for joining us.

691
00:33:10,320 --> 00:33:13,020
We upload the latest
episode every Thursday

692
00:33:13,020 --> 00:33:16,920
to all the major platforms,
including Apple and Spotify.

693
00:33:16,920 --> 00:33:20,610
So, if you've enjoyed this
episode with Marc, I invite you,

694
00:33:20,610 --> 00:33:24,390
please subscribe. I have a
question for our listeners.

695
00:33:24,390 --> 00:33:26,640
Are you trying to grow your business,

696
00:33:26,640 --> 00:33:27,720
and you wanna make sure

697
00:33:27,720 --> 00:33:30,990
you got the right people,
process, and planning systems

698
00:33:30,990 --> 00:33:33,660
in place that you can grow smoothly?

699
00:33:33,660 --> 00:33:38,250
If yes, I'd love to talk,
head over to unstuck.show

700
00:33:38,250 --> 00:33:41,640
and schedule a quick non-sales call.

701
00:33:41,640 --> 00:33:43,260
We'll talk about your growth goals

702
00:33:43,260 --> 00:33:47,880
and explore practical ways
that you can immediately take

703
00:33:47,880 --> 00:33:49,920
to grow your business.

704
00:33:49,920 --> 00:33:52,230
So, I wanna thank you for joining us,

705
00:33:52,230 --> 00:33:54,120
and I hope you have picked up on some tips

706
00:33:54,120 --> 00:33:58,710
from Marc that will help you
get unstuck and on target.

707
00:33:58,710 --> 00:33:59,733
Until next time,

708
00:34:01,855 --> 00:34:04,438
(gentle music)

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