It’s a pretty odd thing for me to say (as a guy who runs a digital marketing agency), but digital marketing could be wrong for your business.
Let me explain (via a little story)…
When I took over running RoarLocal back in 2014, I had a fairly long chat with Neil (our CEO) about the process that we’d use to find more customers.
As someone who has worked in the digital marketing world for 5-6 years, I wanted to make sure that we were using the best cutting-edge methods to get in front of our customers online.
First, we put together our customer avatars – a clear outline of the perfect customer that we wanted to attract.
(Incidentally, Neil shows you our process for doing this in our Traffic Bootcamp course.)
Then I started talking about all the ideas I had, about creating amazing offers to get people on our mailing list and then all the complex ways that I could segment our list and market to them to get them buying our services.
At which point Neil stopped me…
‘Who do you want to target?‘ he asked.
I thought it was an odd question, given that we’d just put together our avatar, but I explained our avatar back to him nonetheless.
Among the avatar details, I said that I wanted to find companies who were willing (and more than able) to spend £5,000 per month for our services.
And that was when Neil said it:
‘Those people don’t hang out on Facebook, Matt. And even if they did, that’s not how they want to buy our services.‘
He paused to let the point hit home, then continued:
‘If you’re selling a product or service that costs £500 per month or less, then the customer doesn’t even really need to see you. You can conduct all the business online. But for £5,000 per month clients, you need to sell to them in the way they want to be sold to… And then maintain the relationship in the way they want it maintained.‘
It made perfect sense, and the more I thought about it, I realised that this is exactly the attitude I have for social media.
On social media, you need to be where your customers are and talk to them in their language, in a way that they’re comfortable with.
You don’t need to be everywhere on social media, just on those platforms where your customers hang out.
So why wouldn’t the same apply to how you sell high-end services?
After all, your job (and mine) isn’t to convert people into using new methods of communication. It’s to go to the clients where they are and show them what you can do via a medium that they can appreciate.
As a result of just this one conversation, our business split into two distinct parts in my mind (and in reality):
- The training side where we educate business owners on how to get more traffic
- The agency side where we use our experience to run our client’s complete digital marketing for them
More importantly, the way I go about getting clients is now very different from the way I get clients for our training.
For the training clients, we can get those via our site and our Facebook marketing.
But for the £5,000 per month clients, I go to the places where they’re hanging out. This can be as varied as high-end networking events, private members clubs or a business-related ‘hub’ like The Institute of Directors.
Whichever one I go to, it’s my job to get in front of them and demonstrate our value in terms that they understand and appreciate.
Don’t get me wrong, I would love it if I could do everything online and never have to go to a client’s office or take a client out for lunch.
The fact is, if you want clients that pay more, you need to do business with them in the way that they do business. For most companies (at least in our market), that’s face-to-face.
Now, you may be thinking: ‘But you’re a digital marketing agency, surely you should be able to get your clients online!‘
Well, the one online method that’s good for starting the kind of rapport we’re seeking is LinkedIn. I’ll go into our strategy for that another time.
Yes, we still do Facebook marketing to our target prospects, but it’s not the primary way of getting them to speak to us. Instead we use it to re-market (or re-target them) after they’ve been on our site and taken certain actions.
We also still use email marketing for those prospects…
But for generating that initial lead and then working with them on their business, nothing beats the face-to-face relationship.
When it comes to finding and selling to those business owners’ prospects, then we can use all of the digital bells and whistles, because their prospects often hang out online.
But the boss of the company that’s targeting them, doesn’t. And he’s the one I want to talk to.
So, if you’re trying to get high-paying clients for your business, the chances are that they’re not like the majority of people.
As a result, you may have to market to them differently. Not just different ad copy, but entirely different methods.
The important thing to remember? It’s got nothing to do with you!
If you don’t like networking groups, but that’s how your target market does business, then tough shit. You’re going networking if you want to grow your business.
- So, your first step is to download our free client avatar cheatsheet, print it and fill it out according to who your business targets.
- Then, find out where people like that hang out. Don’t just limit yourself to the internet. Do they belong to any real world organisations or clubs in that niche? If you know someone who fits the bill (like a current perfect client) then ask them.
- Work out your marketing strategy based on where your target perfect customer hangs out, and how they do business with companies like yours.
The above may end up completely overhauling your marketing strategy. It might even show you that the internet shouldn’t be your primary focus, no matter how many amazing tools or strategies you find.
Whether it does or not, it will help you get more of the type of customers you want, more easily.
It’s worked for Roar and continues to do so, the more I do it. It can work for you too.
So, am I stating the obvious or is this something you needed to hear? Got your own opinion about the best way to market to your ideal customers? Leave a comment below with your questions, thoughts or ideas and I’ll reply to you asap. Thanks for reading.