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[VIDEO] For Ian Cleary, running a Dublin-based marketing agency with local clients wasn’t enough. He wanted international work, and knew he had something to offer beyond his own borders. Like many bloggers, he followed common steps to building a network, gaining subscribers and driving traffic. But something was missing: cash money, and worldwide clients willing to pay it.

That was then. As CEO of RazorSocial, and also the purveyor of what INC Magazine recently called one of the top global blogs on internet marketing — Cleary has built a marketing engine he now teaches through a training framework known as PRISM: People, Relationships, Inbound traffic, Subscribers and Monetization. 

“I really had no idea how to make money out of it,” he explains. The key is the next stage: A Skype conversation, a telephone call, getting them on your website to check out the solutions you have to sell.

The PRISM framework is a process: Businesses and users can build it over time. But just sticking to your tried-and-true way of offering content over social media isn’t enough. Calls-to-action in multiple places and platforms drive results.

Understanding that full process, from start to finish, is the key to his training. Knowing what the sequence is for your content — whether it’s on your website or out on social media — means you need to answer the question: What’s next? Follow the funnel from content to action and ask where does the journey go after the content resonates, or after it’s consumed?

Cleary recommends some of the tools he’s using and excited about these days:

  • Veeroll: The video marketing tool make it supremely easy for users to make videos for Facebook and YouTube. Users can also search videos based on keywords to find ones that accept advertising — truly targeted marketing in a modern way.
  • SEMrush:  Cleary praises this platform for research on competitors, right down to which keywords your various competitors are ranking highly with, estimates of traffic to their sites and more.

Based on RazorSocial’s own website, Clearly recommends:

  • Optinmonster for managing pop-ups and opt-ins.
  • Ontraport for automation, which he praises for its simplicity and usefulness in addressing custom audiences over social media.


Jason Cormier

Jason Cormier

As co-founding Partner of Room 214, Jason is dedicated to helping people and companies grow and innovate. He is a best-selling author of Transformative Digital Marketing, is on HubSpot's Global Partner Advisory Council and serves as a mentor for social entrepreneurs at Watson University. He believes in acting out of love instead of fear, connected leadership and open book management.