something that signature near mount
rushmore would love one of those anybody near Mount Rushmore I’ll take it as they
are you getting ready for summer vacations as you get around more
visually exciting things for a scary you won’t get on the show we use LinkedIn
hardly pay for the program it’s a great utility works great for Boehner but
nothing works better than the Brant when you build something that special people
are coming to you and said a new recruiting the greatest way to recruit
is to not recruit its to do something that is so significant or interesting or
curious or challenging that people want to work for you banners now starting to get that
momentum even though I don’t promote it was me holding off promotion even though
I don’t promote if you’re wondering if you know i dont promoted what we are
doing is we’re trying to let the word of mouth or two people that try hard enough
to like get through all the traps I put out there to get through and see what’s
actually going on here and so I would say it is a great tool for us we love it
we use it were a lot but the word of mouth of the internal employees telling
other people they should come and work here oh my god this amazing place and
people that are sniffing out and talking to other people clients are human beat my clients are
human beings meaning when I know they’re getting great work and they’re out to
dinner with a buddy who happen to work in an agency that’s a competitor and
like you know we should really look at the inner unique light sweet cuddly
employees will get that way mouth so the two ways to do it is to do
great stuff that everybody wants to work for you and I do think the utility
LinkedIn as great as incredible as well I’m gonna surprise like this part

“to improve women’s underwear. “I’m scratching my own itch, but
know nobody in the business. “Advice?” – So India, you and I
worked on this one today we saw this tweet, I sent it to you, you went to go reach out to her. She deleted it, what did she say? – [India] She said oh
yeah, I just deleted it, but I’ll put it back up right
now if you’re gonna pick it. – (Gary laughs) I love it. Mike, this is starting to
get good, look at that. – [Mike] Yeah I know, thoracic extension. – Um, one more, we’ll just bend this out. Rupa, I think that this answer is actually the answer to your question, which is, you don’t know me,
hey Rupa, you don’t know me! You don’t know me, and you tweeted at me, and here I am responding to
you and giving you feedback, in the same way that you can go and map all 700 executives in the industry and hit them up on Twitter and say hello, I’d like to talk to you
about my business idea, and literally three of them will say yes, two of them will cancel on you, and one out of the 700 people, and if you think about three
to five minutes per engagement, three minutes to write the engagement and kinda to check it, and
then maybe four to 10 hours of research of who those
700 executives are, that you need for marketing or production or the retail world, right? Like, as you’ve tried to, (laughs) this is so, this is the most, this is way up there with
ridiculous things that I’ve done. I’m so sorry to the Vayner Nation. I don’t know what I decided, I
don’t know how this happened. Anyway, I think that um, I like take my workout serious too. So, I think you have
to go and reach out to, and so I’m telling you
that you’re gonna get to one person, maybe two, by spending 80, 90 hours of time, which scares
way too many of you off. The problem is, what’s the alternative? The problem is, what is the alternative? When you’re at the bottom
and you’ve got nothing, you’ve gotta scrap, it’s like me and Mike when we first, now I can use this, now I’m gonna start using this gym. When we first started here 16 months ago Mike told me to do this,
this, and I couldn’t do it. I couldn’t do it! That’s how at the bottom physically I was, and then we just
systematically did things. That whole thing when I
was like this is good, literally 60 days ago I
couldn’t do crap with that because we hadn’t worked
on that flexibility. So, anyway, what you have to do is you have to find the 700 people and you have to go and get them. And I would use Twitter,
LinkedIn is a place you could use as well, the problem is so many people spam on LinkedIn you get so much more upside on Twitter especially if you don’t
just like spam them with the first move, you know,
jab jab and right hooking. Woops, I use the wrong, anyway! So that’s it, put in the work. Put in the work! – [India] Shawn, I was asked to fill out-

“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,

– [Voiceover] James asks, “should
I be writing unique content “on LinkedIn and Medium or
is it okay to repurpose “the content I’ve already
published on my blog?” – James, I’m a believer in both. The truth is we’ve been
testing both as a team. I do think, I think you can use, specifically Medium and LinkedIn, I feel very comfortable
in cross-pollinating ’cause I do think that
there’s some intellectual, above the brow, kind of,
similarities on Medium and LinkedIn so those are very comfortable. If you said, Medium and Snapchat, the same one minute video,
I’d feel uncomfortable ’cause I think the context
of the room is different. I think Medium and LinkedIn are similar. So if you feel like your audience and the context of the room, the vibe when you go into it, are similar then I think you can get away with it. And so we look at Facebook and LinkedIn and Medium having similarities but you guys see what
I’m doing on Snapchat if you’re not following me,
put up the QR code, DRock. Lot of editing here today. Gonna be here late on a Friday, no bullshit half-day
Fridays for you, DRock. Anyway, you know, I’m not
gonna do the same stuff on Snapchat that I’m doing, and I’m trying to do different stuff. But Medium and LinkedIn,
I feel fine with that. Now, I think we’re doing it
’cause we’re busy as crap and we’re pumping out a ton of content. You’re different than me. The people that are watching
are different than me. If you have the time, I think it’s amazing if you could start the for article with two
or three different lines in the first sentence that maybe even acknowledge of like I’d love to do and India,
this maybe something we should be doing. I’d love to start doing more stuff that’s kind of like, that start, that 99% of
the article’s the same but maybe the first two
sentences are something similar like, you know I’ve been seeing
a lot of people on LinkedIn and do blank. Like all of a sudden you
make it very contextual if you’re doing it in LinkedIn. Or, a common trend that we’re
seeing on Medium is blank. There’s some interesting contextual things you can do upfront that
an extra sentence or two change makes it even more native. So it’s something to consider. Cool.
– [India] Cool.

“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?”

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?”

recommended us to use Medium. What are your recommendations for 2015?” – I got nothing yet. (laughter) Actually I do have something. Sorry India. – [India] That’s fine. – Scared the crap out of you, and I have a feeling DRock
is gonna use this footage. LinkedIn is catching my attention. I’m very shocked over what I’m seeing over the last 10 days of just natively posting content in my Linked In feed. Now I have a huge audience there, and so I don’t know how that
works out for other people, but LinkedIn is freaking
me out a little bit. I’m not talking about
Pulse or Influencer. I’m just talking about
my feed, my account. – Gary, how would you market
a business in an industry

– [Voiceover] Chase asks,
“How can you stand out “on LinkedIn with all the chatter from “the “social media
gurus” that are spamming “everyone’s feed?” – Chase, I took this question because I need to razz you and everybody else who asks a question like this, but I want you to know that I love you and I apologize. This is a loser question. If you’re worried about everybody else, you’re not worried about yourself and that’s the bottom line. It is stunning how little
I know about anything else, except my world and you guys. Period, end of story. I don’t know how everybody
else’s podcast is doing, I don’t, I’m not listen
to anybody else’s podcast or video show or anything else. I’m aware, I know that
I’m between 60 and 80 on the podcast ratings, but I don’t look at
Tim Ferriss who’s higher or somebody else, I listen to it and try to figure it out. I focus on my stuff. Way too many people cry, “Oh, these social media
gurus are so loud.” Their loud but if they don’t have depth they’re going to weed themselves out and so if you spend one minute looking at what anybody else is doing versus spending all your time
about what is your audience care about and how are they
reacting to your stuff, you know what I spend my hour on? When I’m like winding down. Instead of looking at
who’s ratings are higher and then trying to copy their moves or complain that they’re putting out shows longer or better or different things or get guests or this and that. Instead of focusing on their context and their competitive advantages or what they’re doing well. What I do, is I read my comments. That’s what I do, because I really care about
what you guys are saying about this show. Where the value prop is, what your opinion on the website is, what your opinion about chugging is, what your opinion about banter is, because that’s how I’m collectively trying to make this show better. I’m focusing on the people
that give a crap about this and so, instead of worrying about what everybody else is doing, I don’t… It’s crazy and I think you
can see my energy on this. I know this is a huge, huge, you know, in lieu of the marathon coming
to New York this weekend, I am not a runner who looks around me. I’m like straight ahead. That analogy that people
use, that’s not my analogy. I have a lot of my own. Oh, by the way. We have the reverse engineer shirt, right, let’s link that up. That’s up. Did I blow it? You put it on TeePublic and it only has like 72
hours where it’s 14 dollars then it goes to 22. – [Steve] That’s right. – So we need to like…
I need put it… – [Steve] You got it. – Do I have a BSU? Can I post it? I need to put… I’m going
post this on Facebook, it’s already up by the time you watch this because DRock’s got some editing to do. Drock, did I ruin your Halloween, did we start to late here, like what time’s this going to be done? [DRock] You’re fine. Okay. My friends, stop paying
attention to everybody else. Who gives a (beep)! I need a lot of beeps in this episode because I want to keep
it clean for the podcast. Who gives a crap, what every
other social media guru and expert, if they’re attracting an audience, maybe they’re doing something right. It’s not up to you to decide
that they’re a fluffy, crappy guru and they don’t deserve it. Clearly, they’re hustling
and putting out stuff and clearly they’ll stay. Don’t forget, I’ve been around since 06 under this kind of monarchy and this is the interesting thing, there’s a lot of people
that were the social media technology gurus in 2007, eight and nine, that you’ve never heard of. They come and go if
they’re not good enough, and if they’re good enough they stay. – [Voiceover] Kahlil says, “Sup?”

“on my blog and mention on social “or post natively on sites “like Linkedin, Medium,
and Facebook, or both?” – Brian, great question,
and it’s a loaded question, because you’ve probably looked at the new garyvaynerchuk.com (ding) and you probably realized
that I’m doing a mix. Like, you know, you land on a page and I’ve got the place for
Medium posts and Linkedin posts. When you land on it, some of the posts literally link out to Linkedin and Medium, and then obviously I have my own posts, and actually, Steve and
I were just talking. Did we put up the first post where it’s just for garyvaynerchuk.com? – [Steve] Yes, we did. – Got it. So that’s there too. And so what I think is
interesting about this question is most people in the
internet marketing world want to keep telling you
to do it on your own site, monetize your own traffic, it’s yours, Facebook reach can’t be taken away. All this “own it, own it, own it.” The problem with “own it, own it, own it” is when you’re doing it on your own site, you’re at the mercy of how much traffic you’re able to establish on your own site, and so from the 99.999% of
you that are watching this that don’t have four million unique people coming to your site
every day, every month, the reality is is placed like Medium, for example, I had a
Medium go extremely viral, viral as in it did really well on Medium, and right now it’s sitting
as number six or seven on Medium’s top stories where I’ve noticed that 950 people have clicked
over and read the article because of that place,
and that’s 950 people that I’m gonna guess 787 of them have never even heard of me before. And so too many people are worried about monetizing the now, posting on their page, versus using things like
Linkedin and Medium, and notice I use those two
because they have viral loops. Linkedin, when articles go
well, it shows up in Pulse. Medium sends out an email
and has the top stories. So I like being in places
where there’s viral loops, that if you put out a
nice piece of content, I noticed the kid on
Twitter today tweet out, “Hey, I’m number four on Medium, “two spots ahead of Gary V,” and then I looked at his profile and he has 1,400 Twitter followers, and that got me excited, I’m like “See, great content can raise to the top and bring awareness,” and so I think a heavy mix of both. I’m a big fan of picking
spots strategically that give you awareness and
then builds leverage for you that then eventually you can
monetize in your own world. – [Voiceover] Sean asks, “You
are always answering questions

– [Voiceover] Daniel asks, what’s the best advice
you can give salespeople in social media? D Gordon, what’s up my friend? Just want to give you one more shout out for the time we hung out years ago at your family’s business. I enjoyed it. Thanks for the question. Biggest piece of advice
that I’m willing to give to salespeople in this world is actually ironically the
jab, jab, jab, right hook. It’s cliche. I think you guys know
where I would go with is. The truth is everybody’s
trying to close too early. It’s just lack of patience. It’s not providing value. Why in the world am I doing this show? Is is that I missed the
limelight of a daily show? By the way, this will not be a daily show. Just to kill any lack of confusion. I’m going away in two
weeks with my family. Unlike WineLibraryTV days where I would tape 10 episodes. That will not be happening. You will be missing me
at the end of August but I will come back
with gusto in September. It’s because I want to provide value. It’s because I could be regurgitating the same old stuff that I
believe in, core principles, or I could go to this format and give you value on a daily basis on things that you’re looking for and so to me a couple things. One, understand Facebook dark posts. The segmentation is incredible. Two, Twitter search. You can pull people out one by one. Three, LinkedIn’s coming
soon with their product where you’ll be able to
focus based on titles so you can hit up every single person that’s a CFO of financial service company in their stream. That’s the hit up. Not spamming them in the mail on LinkedIn. So be tactical but understand the religion which is provide value upfront. How many of you who watch
this show provide value, put out stories, entertainment, free stuff, reply to people and aren’t just hitting up people who have more followers
or more exposure than you to try to get exposure yourself? How many of you are actually
trying to provide value? Thank you so much for
watching episode four