you a quick question. – Was it challenging for you to
make the switch from selling to consumers wine to selling in to large businesses like
Toyota or Mountain Dew? – And if so how did
you make the switch? Thanks, Gary. – It’s been difficult because
I like selling to consumers a little bit more and I did that and I’m selling to
companies second. So, like in a weird way even
at the height of my career financially, power, brand I’m
doing something that is in the short term, a decade, which is
long-term for every one of you watching which is one of the
fundamental reasons I will win more than most of you because
the level of patience I have and humility to put in the work
is so much greater than you. So in the short term, 10 years,
I’ve decided to do something I don’t like as much because it
builds the platform for them to allow me to do something
that I love the most and so this is the path I decided. Builds the best framework for me
to go out and sell to consumers again one day and I’ve enjoyed
and learned to enjoy and found different nuances and challenges
in selling to B to B to big companies but I definitely it’s
probably the reason I’ve been so hot on the wine stuff lately. You know during my vacation when
I had a little downtime when I was had some downtime when the
kids and family went to go get the fruit stand and my brain
was getting crazy I wanted to do some action I didn’t go and like hit up an executive to
expand B to B work. I started looking at what Wine
Library was selling and try to sell wine to people, right? I still love the speed, the speed in the
day-to-day interaction. As a matter of fact, when things
are just thinking about for our team is that I think
I want to start a little shop. I think we need to sell stuff. I don’t like just GaryVee
t-shirts and stuff like that. I actually mean like
because that’s like whatever. I mean like something. I think we should brainstorm, come up with
something and sell it. – [DRock] That’s be cool.
– Yeah, I think so too.

“from the producers/hedgers
to the consumers. “All of my current and potential customers “are large commercial and
industrial property owners. “What would be the best
way for me to leverage “social media marketing to try and increase “my customer base in this
strictly B2B atmosphere? PS, Chris Ivory is a boss.” – Chris Ivory is a boss, I think
he might not play this week for the Jets, I’m concerned. I would go out and create white papers on SlideShare and then run
LinkedIn and Facebook ads against those white papers. What I mean by that is, when
you into a B2B environment, I believe that long form
becomes much more valuable than short form. I think that you reverse the
headlines that people think that it needs to be
all short form content, I think you know your audience, you know who your buyers
are in a B2B environment, you know what they value, and you need to deliver on that. And so, that’s exactly what I would do, I would go out, and I would
create long form content that’s valuable to them,
and not a sales pitch that’s valuable to you. But content that those
decision makers need, not just for what you do for a living, but holistically, let
me give you an example. Even though I’m trying
to get CMOs as clients, I might be able to put out content that teaches them about Cloud computing, or IT infrastructure, or I
would make a white paper of how the CMO needs to
interact with the CIO. These are valuable pieces of content that I brought to them
that have nothing to do with hire me as an agency to do your work, but I brought you value
in a nine page deck that you saw on LinkedIn
because I targeted you properly, so that’s what I would think about, create long form content in video, in audio, but in definitely deck form, B2B people love decks. And get that in front of
them through targeting on LinkedIn and Facebook, put
your branding on the bottom, make the last click go to your world, provide them value, do what I always say, become a media company, not just around what you do for a
living, but what actually brings them value, and
so what I would do is I would call, and let’s get real tactical, I would literally call the
25 customers, 50 customers you have right now,
call them and say “Hey.” Real quick, if you’ve got two minutes, maybe email them, ’cause people
don’t like people calling. Email them, say, “Do you
have two minutes for me, “I’m looking to provide you more value,” you call them and say, “Hey, what are “your other business problems or frictions “besides what we do
together in the world.” If eight out of 25 of
them say the same thing, that would become my first content pillar to put out to the world. Bringing value to people is
an amazing way to guilt them into doing business with
you, even if you bring value to them in a genre
that has nothing to do with your own, but is still
within the collective, cohesive unit of what
they do for a living. Stefan, fire emoji out of my mouth,

“where volume is more
important than content, “how would you take
advantage of social media?” – Jay, what’s the matter with you? Volume’s more important
than content everywhere because volume of selling shit
is what you do for a living. Regardless if you sell
weird looking statues or phones or, I love taking off, kicks. You know, like, volume always matters. Content is a liaison
to more volume, right. My content wasn’t more
important on Wine Library TV. It was the fact that that
lead to selling stuff. And so, whether you’re
in wholesale or retail, or B to B or B to C, the
end goal within the context, is to drive a result including
if you’re non-profit. You’re not making content
that’s gonna make somebody cry about, you know, the dogs in
the wild that we need to save because you just want somebody to cry. No, you want them to
take out their wallet, this is what you want, Jay. You want them to take out their wallet and give them the cash. Right, that’s what you want. And so, please don’t
get it twisted, anybody, that so much of this is predicated on how do you provide that value to then have leverage to get the
result that you’re looking for? And so, sorry India, it got
a little bit heated there for a second. Word it for me one more time. – [India] He says, “Your
wholesale business where “volume is more important than content, “how would you take
advantage of social media?” – Yeah, I mean, no I
mean, you know, you know. First of all, when you’re
in wholesale, you’re in the B to B business, so you
have it easy, in my opinion. Go and map who your customers are. Go to Facebook. Run ads against the
companies of the people you’re trying to reach. Employees of the company
you are trying to sell this. Go run it against Foot Locker employees. People that work at Foot Locker. Do you guys have Facebook accounts? I feel like people haven’t
been updating them as well, but the data’s still incredible at scale. This is just a quick test. Do any of you put
VaynerMedia in your profile? – [Voiceover] Mm hmm. – All five of you? Even better than I thought. You can reach all five of these characters by targeting employees of VaynerMedia. As a matter of fact,
somebody could have probably been flown in next Friday
if they were smart enough to spend $40, 40 measly dollars on ads against VaynerMedia employees, where they used the VaynerMedia employees to pressure me to bring that person, but you didn’t, you just didn’t. And so, execution my friends and being a practitioner
is always, always better than headline reading. And so, I will tell you it is very easy. LinkedIn, Facebook, target
your actual customer and then make content
that is valuable to them. Right? Which means different than B to C. So, back to this. I’m a sneaker producer. I’m new, I’ve got to compete
with Under Armour, Nike and Reebok and Puma and crap. Maybe my ad is, hey, introducing
the new Gary sneaker. More profitable for you than the others. Like literally, it is a
B to B promotion, right. Like, here’s a chart. This is what you make on
all these other characters. Sure, they bring people in, but here’s my offer and
I’m able to bring you dramatically more profit and as a kicker, if you email me back, I
will also run ad dollars directly to your store for my sneaker because you’re one of
the first hundred people to contact me.

“How do I use Twitter search for something “as unique as elevators?” – That’s a good question. I love talking about Twitter search, it’s something we haven’t
talked about in a long time. I think Twitter search is the most interesting
functionality in Twitter, maybe besides video replies, which I’ve been knocking out of the park. I think that that’s a tough one. You know, first of all, is it elevator repairs? Are they selling elevators? – [India] I think that it’s, What are they doing? To me, you know, Twitter
search is amazing, but there’s clearly certain
very narrow niche things that may not over index
in that environment, you know, I see India’s doing some work to try to figure this out. If you’re doing elevator repair or selling elevators, you know, Twitter’s not going
to be the most fertile grounds of people being like, you know, I feel like I’m building
a building right now as a developer in 2015, to, – [India] They make them
and they do the upkeep. – Yeah they make them and upkeep them. You know, I don’t think these developers, in today’s day and age, maybe in 20 years, something like Twitter, but I don’t think a developer’s like, “Hey building a building, “wondering what to do with the elevator.” You know, I think you’re better off going into the content game, maybe creating an infographic
of like seven unknown facts of elevator upkeep, and then
making that a Slideshare and a Pinterest pin, and then directing it into LinkedIn, and running ads against the
people that make those decisions you know, at developer firms. So I don’t think Twitter search is probably worth your while, I think the other thing you could do if you decide to make a very
heavy consumer-facing brand, I think the one whitespace for B2B people is to make some, make
really intriguing videos that aren’t boring, that could create
general awareness, right? I think general awareness, when you think about
Intel, it’s a chip, right? But there’s general awareness around it, and you start looking for it. There may be a play
where you make videos that are, whether they’re funny, whether they’re intriguing,
thought provoking, emotional, videos for B2B companies that create mass awareness, that then allude to, we’re
sitting in a room as developers, and saying, you know, we’re
building out the scope, and of course we’re
looking at RFPs and RFIs and looking at, like the cost, but, you know, having
our brand top of mind is good to even get into that play, and that’s branding versus sales. Twitter search is
a non-recommended play, in June 3rd, is it June 3rd? On June 3rd, 2015, on elevator manufacturers
and service providers, not a recommendation. No, no, no. – [Voiceover] Jason wants to know, “Who do you ask when you have
life or business questions?”

“reach your b2c audience. “Wine and books for example. “But how does it impact b2b?” – Jane, my right hooks
are not made for b2b, so you’ll never see me Tweet, “Hey, if you have a business, “I want your business at VaynerMedia.” It’s just not feasible for me, but my jabs do. My content, where I talk
about my thought leadership or my ambition to be a thought leader, or my hope that I’m a thought leader. You know, the more I say
things that are right. You know, somebody watching
or listening right now, #AskGaryVee episode 88, I say something about smart
technology that makes them say, yeah, they need that for their business. Hey Gary clearly seems to
be paying attention to this maybe I should talk to Vayner about doing some activations around it. We have clearly benefited as an agency from my outward content as a gateway drug to RFPs or out and out
handed the business. So VaynerMedia has clearly
benefited from all of this and you know, this is something
I’m very passionate about for all of you that are
watching and listening. It’s super important to
me for you to realize that you’re always one
great piece of content away from having your life change. Let’s just understand what I mean by this. It’s no different than
being an artist with a song. Everybody you know started
off not being known and then had a song
that changed their life. Every investor you’ve
heard of that has done well and made lots of money had an investment, Twitter, that changed their lives. Content, though not to the
level of Madonna or Chris Sacca, right? Content has the potential
to change your life. So if you love something, music, photography, running
culture, diet culture, museum culture, like whatever you love, you have to understand,
by talking to the world. Even if one person’s listening, all you need is that person to share it, the pipes of social
network get into motion, this is why I love Medium, Medium will hand pick
content from nobody’s, not big followers, just
a good piece of content and that becomes your
one piece of content away from what you want to happen happening. Now here’s the problem, most of you are not good enough to make that content, and I get it, that was rough, and I’m like, and I apologize, but talent matters, right? Like baseball players that
get discovered in Japan that come over to the US
and make lots of money. They had to be good
enough to be discovered. You know, the quality of the content you put out matters. Like you can’t just be
like, museums are nice. That’s not going to lead to
you being the CEO of a museum. Do you understand? You got to be right. When I got out and put out content that says Instagram’s going
to get bought by Facebook and then everybody says I’m an idiot and then it happens, I’m not an idiot. Get it? So, you know, the things, the
pressure I put upon myself to answer these five questions on every episode is these are historic. We’re going to look back at that and if I’m like, wearable
technologies have no chance it’s a fad and then it happens, idiot. That wasn’t my piece
of content that took me to the next level. It was a piece of content
that took me a step back. So recognize that we have the opportunity to win this game. Recognize the quality of what we say, what we produce how we put it out there is the variable to that outside. – [Voiceover] John asks,
“Which industries do you think

By the way, go Giants. – [Voiceover] Ryan asks,
“I work for a company “that makes animated explainer
videos for businesses. “Is Google pay per click the best option “for B to B companies like us?” – Ryan, great question. Really excited about baseball right now. I’d love to get your
comment in the sections about Brandon Belt, very much on my radar to draft this year on fantasy baseball. Hopefully nobody in the Vayner 20 man fantasy baseball league
is listening or watching, but I know Bobby Glen watches. So, I’m a little upset
now that he has optics into what I’m doing, though I could be throwing him a curve ball. Listen, Google pay per
click is tremendous, but I also think that Linkedin ads have tremendous upside for you. Also, Linkedin creative,
meaning putting out blog posts on Linkedin, and then having a call to action at the bottom I think could actually
work for you quite a bit cause the B to B mentality within Linkedin is so over the top, it’s
the context of the room. So, I’m a big fan of putting out content now that everybody can blog on Linkedin, and then maybe use that content on your email newsletter, on your website, on other places where you have a little bit of a base to
create some awareness around it. I’m a big fan of that. I actually think you can get stunningly, stunning Hail Mary upside on both Pinterest and Instagram. I think Pinterest’s ad product that we’ll probably see roll out this year has a chance to really matter for you if you’re actually targeting people in a business world that
could actually buy this, but yeah I would say Google, I would say content. I would say go and reach
out to any B to B platforms. Podcasts, some blogs that
speak to the audience that you’re trying to reach and see if your CEO or creative
director can be a guest contributor, or interviewed on there because that exposure I think actually can convert for you,
maybe not at the scale that you can get from a PPC Google world. I also think you can target people by their office, you
know by where they work on Facebook dark posts
that I think you could get some really great results there. Especially if you upload
some of the native videos that you actually create
in native Facebook form, I think you can actually get
some interesting results there. So, do I think Google PPC
still wins the day for you? I think it’s clearly gonna
be one of the three winners. I think Facebook dark posts,
and I think Linkedin ads supported by Linkedin creative play and can compete at that level. So, that’s where I would focus. – [Voiceover] CJ asks, “What’s
your favorite airport?”

of building products, how
much time and money should we spend on marketing to
consumers versus customers? Or am I better off trying
to brand myself as an expert and a resource, and let people
figure out what we can do to add value?” – Jason, first of all, DRock,
let’s put the picture back right now and let’s circle the cow. I’m scared crapless of that cow. Just wanted to get that out there. Completely scared. I think you’ve got an answer. You know, it’s funny, a lot
of times people say to me that I lead the question in business meetings. I’m asking a question but really
I’m just trying to make you tell me what I want to hear. You just did that. Yes, the answer’s yes. You should become the expert. Put out content with scary
ass cows, and dominate, and put it out there and
let it be a gateway drug and breadcrumb to what you’re doing. That’s it, man, content rules the world. It just does. I just thought of Lauryn Hill,
did it sound like Lauryn Hill when I said content rules the world? I don’t know, it felt a little. Anyway. I think that that is
the way to go about it. I’m a big fan of becoming the
honey and letting the bees come to you, and I think that
that is what great content is today. Watching Tony Robbins retweet yesterday’s One Is Greater Than Zero video,
and then seeing the new CMO of Hyatt reply to it because
she saw it from Tony, and then seeing the President
of Cinnabon respond to her because of her reaction, is
word of mouth content marketing social media execution 2015. Bitches.