ESYB2 060 - Agency or Services
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[00:00:00] In this video, let's cover the marketing for another very, very common and popular business today. It's either freelancing or agency marketing, which is essentially the same thing. Just providing services like SEO services, design services, web development services, all kinds of services like that. And by the way, if this is not your business, just skip ahead in these videos until we get to the example of the type of business that you do have.

But then again, if it's interesting for you, just keep watching the videos chronologically. So let's get into this business. This is so popular that about maybe 15 or 20 percent of all my clients and all my students in my courses have exactly this business. And my preference for this is to do SEO so clients find me.

My students always ask about outreach strategies for how to sell to potential clients. And then there is whole consideration of like SEO versus local SEO. So let's talk about this. For this business, of course, there's SEO, people who want your services, they should be able to find you. And of course, there's a [00:01:00] local component to your SEO.

So let's say you're an agency in London or something. Well, people who are searching for like a marketing agency in London or near me or something like that. You will have an easier time ranking for local search because you're not competing against the rest of the world. You're only competing against people in your local area.

So both SEO and local SEO is an option for this, even though global SEO will be very, very competitive. And of course, SEO on platforms like Fiverr. com, Upwork. com. Those are freelancing sites where you can get a lot of leads. And those leads, you can turn them into clients for your business long term. In fact, this is something I do.

And also, the kinds of ads you can run are Facebook and Google retargeting ads and search based ads on Google. Search based ads may be a little expensive because it's a competitive niche, but certainly try retargeting ads because you're getting warm leads back. And, of course, this kind of a business benefits greatly from personal branding, authority building.

Or industry thought [00:02:00] leadership. For example, a lot of my clients, they tell me that they bought my services only after maybe they saw my YouTube videos or they maybe took my Udemy courses or read my books. So it's not like they don't know about me from before. A lot of my clients, when I provide services for them, like SEO services or coaching services, they already have had some sort of a contact with me because of the content I've created online like

So this is a very important thing to do, and you want to network professionally so you can build up a professional referral network for your niche, and it's important to have a niche, to have a differentiation, of course, there's an impulse to be SEO for all companies, design for all companies, but if you have a niche specialization, you can still network.

Accept all companies as clients, but there's one niche in which you're going to be much more likely to get clients. And of course, you choose the niche by [00:03:00] what's your background, where are you strongest. Now, let's keep moving forward. Of course, also for a service business, it's really important to have quality and long term customer retention, which obviously only comes with quality.

The reason for long term quality and retention is so that if you do sell maybe SEO services, well, the same client might need social media marketing services. The same client might need services to help them run ads. The same client might need other services for their website design and so on and so on.

So you can make a lot of money from one client if you retain them, and you only retain them through Amazing them by the quality of your work. And like I mentioned, you have to have compelling differentiation to stand out because this is a commoditized area for businesses. There's so much competition.

There's so many agencies and freelancers essentially offering the same service. But if you can find some compelling differentiation, like maybe you have a lot of experience, [00:04:00] maybe you have expertise in design, maybe you service only some type of companies like dentists, for example, or something unique so that you can stand out, that would help a lot, especially in this space.

Also about social media and email marketing, that's where you want to share your content and re engage potential clients. And kind of wake clients up, maybe they wanted to hire you, but they forgot. So you want to be on the forefront of their mind. And of course you use that for support as well and customer care, but generally it's not easy to sell freelancing or agency services from social media on email.

You may, if you continuously re engage people. And of course there's another strategy I alluded to earlier in this video and that is you reaching out to potential clients. You would do that through email outreach and LinkedIn outreach. The reason I don't love this so much is that it's a little bit spam.

I get [00:05:00] these emails all the time on LinkedIn, on email. I get maybe 20 or 30 per week and I have to delete them all because I'm not even looking to hire these companies at the moment. And so to me it's like spam, they just. Fill up my inbox. And I think for many other people, it's spam as well. This is a brute force strategy, so it can be effective.

But at the same time, I prefer to do those SEO based finesse type strategies. And then once they're in place, sure. Do the outreach through email or LinkedIn. That's relatively standard for this business, but it's not something I do just because I don't want to spam people.

