There are “great customers” and then there are clients that are not as great for your business. The marketing materials you create can make a big difference in deciding which of these clients you will attract.
Great clients will pay you more on autopilot and demand less from you. But ROI and cash flow should only be two factors.
Clients who appreciate and “get” what you do are great. They feel the value of your services and have an established sense of trust and synergy.
Your company can have a lot of problems working with clients that are not a good fit. It will be difficult for you to meet their business needs. There will almost always be a feeling of disconnection between the parties, which can lead to unnecessary conflict and dissatisfaction.
Although you might be able convince them to sign a deal with you, you will ultimately pay the price in reputation damage.
The good news? You can not only attract more sales prospects, but also the right type of sales leads with optimized marketing assets.
Additionally, clients who are not a good fit for your services will be less likely to use your nurture content to describe their uniqueness.
Today’s prospects are more likely to consume content to learn about vendors and then get in touch with them. Those who succeed in their sales journeys will be easier to work with and will be more satisfied because the nurture content has established the right expectations.
A Publishing Strategy Based on Attracting Good Fits
The best way to determine the content you need to create is to do extensive customer research.
Devesh Khanal from Grow and Convert explains how his team defines a “working” content operation.
It’s logical. Marketing companies in Las Vegas are in business to help their clients maximize messaging around product market fit. The next step is to ensure that customers are exposed to the right messaging to resonate with them. The same applies to your agency.
Spend a few hours crunching data from your CRM and creating segments based upon your most-fit customers. Who has been with your company the longest? Who has most benefited from your services? Who has been able to diversify and increase the scope of their work with you?
What are the commonalities between these companies? What is their original method of finding you? What are their greatest pain points? You can use qualitative research and data analysis in many ways to reach some valid hypotheses.
However, no matter how you approach it, understanding your customers and the content that they need can help you separate your poor sales leads from your high-quality clients.
Here are some marketing assets to help you attract high-value clients.
1. Case Studies
If you want to share your audience’s analysis of a campaign you ran, including the challenges or the situation you faced and the solutions you used, case studies are great.
Adobe published a customer case on Epson, which focuses on optimizing user experiences using artificial intelligence and the solutions that Adobe was able provide.
Adobe published a case study that highlights the challenges Epson faced. The case study also included other uses of the solution they used, and enough detail about how they solved the problem.
Because case studies educate people about your services, they can help you attract clients who are a good fit and filter out clients who are not. They get a better understanding of your company’s values and what they don’t.
Brendan Hufford, Clique Studios’ SEO director, said recently on the Case Study Buddy blog, “I would say most of our leads, and 100% of our close deals, have weighed our case studies very heavily.”
A case study is the best way to build trust and confidence.
Your company’s knowledge is more accurate than their assessment of you. This will help them make better decisions and accelerate their decision-making.
2. A Press Mentions Feed
Press mentions are what you think they are: Any mention of your agency by the media. Social proof is huge with those “as seen on” media logos that are displayed on agency homepages. However, if prospects click through to a category page, they will be able to see thumbnails and links to glowing coverage, it can have even more impact.
You must create compelling content if you want to make use of press mentions for your marketing purposes.
This will allow you to identify your target audience and determine what they want to read.
To find out their top problems and blogs, as well as how they find new content, you can conduct a survey using tools such SurveyMonkey.
Once you have all the information, you can begin building your content-marketing funnel.
This will tell you which of the owned lead magnets and earned media assets are driving most conversions, which blog posts are driving most traffic and at what stage of the marketing funnel most people become paying clients.
You can reach a wider audience and gain third-party validation when you have great content.
3. Courses
Many companies looking for agency services are unsure if they should outsource. They may also benefit from educational content to help them understand the difficulties involved in what they do and to convince them that they do need your help.
Online courses are a great way to dispel any doubts that prospective clients may have about your company’s industry knowledge and capabilities. They can see your knowledge and skills through your courses so they can determine if you are the right fit for them.
A reliable LMS platform such as Kajabi can make it easier to manage and market online courses.
Kajabi’s Pipeline module is one of its marketing tools. This allows you to build a custom sequence of automated marketing messages for your target audience.
You can also modify the elements of your pipeline, such as your landing page, email sequences and forms.
You can segment your students to send targeted upsell drips to them, offering services that best suit their interests, as well as their weaknesses.
Kajabi is an LMS platform that makes it easier to create a community with your ideal target demographics. The more you nurture your relationship with them the easier it is for them to trust and rely on you to market to them.
4. Testimonials
You can use testimonials from clients who have worked with you in the past to help your prospects and customers.
This is how ChowNow displays customer testimonials on its website.
It’s simple. If you have satisfied clients, thank them and ask permission to share their words with the world.
These reviews will help potential clients learn more about you and your services. They’ll also be more likely to hire you because they can trust the honesty of your past or current clients.
This is a cost-effective and less intrusive way to promote your services, without sounding too proud (at least not too much).
5. Developing Your Origin Story
Your audience will relate to your agency’s story, which helps you make a connection with them.
Your origin story is a marketing asset. However, it doesn’t need to be long. Creativity is one way to draw potential clients into your story.
Check out how Ben and Jerry’s website shares their brand story in chronological order.
This approach allows your target audience to feel that they are on the same journey as you without being too boring.
Your About Us page should contain creative elements that convey your message and help you to attract potential clients.
A short description of your ideal client can be included in your story to highlight your target audience. This will help you filter out those who don’t want your offer.
6. Expressing Your Company Values
Your agency’s values are the basis of how you behave and think. They also serve as the foundation for your business decisions and the principles that you follow to build trusting relationships. The best companies know how to “stand up for something” that people will support, in the same way as a B2C company.
Your target audience can also learn about your company values by looking at the following: professional work ethics, high-quality service, and embracing a culture.
This is an important point. This is because potential customers will be more likely to choose you if they see that your company shares the same values as them.
Your company values can help you disqualify leads that are not of high quality or irrelevant.
Imagine your company’s values being explicitly mentioned on your website.
If you have something similar on your website, it should alert those who aren’t non-profits that you aren’t the right marketing agency in Miami to work with.
7. Documenting Business Processes and Approaches
Documenting your processes and methods is another tip to help you create marketing assets. It is a good idea to know the processes and tools used by your potential client before you meet them for the first time.
If you answered “yes”, then you can see how potential clients feel about working with an agency.
Your business processes will show potential clients how your business works and what you plan to do for them.
Your design process shows potential clients what direction you will take to solve their problems.
There will be people who dislike your design process after seeing it. But there will also be people who like it and find it appealing.
You can imagine that the former would leave your site and the latter, those who like your process, will continue to inquire about your services.
8. Third-party Directory Listings
Your credibility will be enhanced by having your business listed in third-party directories.
It is important to ensure that your business is listed in relevant third-party directories. This will help you to ensure that your business is visible to the right audience.
To get started, sign up for a Google My Business account (GMB) to connect with customers on Google. This is the first step in building a network of “citations”.
GMB can help you improve your website’s SEO rankings and customer reviews. It also allows you to include special offers, images of printable coupons, preferred payment options, etc. Your profile.
It can also help you reach more people, target the right sales prospects, and add credibility to your agency. This makes it an important marketing asset that you should build upon.
What’s Next?
What marketing tools have you used to attract high-value clients and are they the best? You can share any strategies, comments or ideas in the comments below.
