47: Why Your Marketing Should Match Your Model - a podcast by Natalie Gingrich
from 2020-06-03T08:00
As a service provider, do you find yourself confused about the methods of marketing you should be using? Should you be spending your time on social media, webinars, funnels or something else?
One of the biggest frustrations we have as service providers is observing the marketing of our clients, other competitors, or gurus. We look at what they are doing, and wonder if it is what we should be doing. Today we are taking a look at service providers and how they should be building and marketing their businesses.
I’m currently kicking off the 5th round of the Director of Operations (DOO) certification program and I have been building this business on my own terms for the last 5 years. Over these years, I have had to market differently based on the goals that I had each particular time.
“You will need to tailor each marketing plan to what your individual goals are.”
Pick Your Business Model
When you look 6-12 months into the future, what type of business do you see yourself building?
One-to-One
In this type of business model, your revenue will stay fairly consistent but you won’t have a ton of time to market your business because of your workload. Visibility isn’t as much of an issue because the primary driver will be referral based… so, make sure you are delivering top notch services.
From a marketing perspective, you want to build strong relationships, attend networking events, and be part of a paid/unpaid mastermind for a hive of top tier talent that will become a good referral base for you.
Also make yourself available for coffee chats, which can be a game changer. A coffee chat (sometimes referred to as a discovery call) is the free opportunity for a potential client to hop on the phone with you. This builds trust and provides a ton of information, which gives them what they need to make a decision.
Group Program
With this method you refine your systems and your delivery. You take the same result that you get for your one-to-one client and multiply it by offering it in a group setting. Your need to be visible will increase because you need more eyes on your offer.
Your primary marketing driver will be organic. You will need to build your know-like-trust factor because this method is built off your reputation, and you are targeting a larger audience. This is the time to start building an email list, and building out the beginning of a funnel which moves people along a customer journey. You start with an opt-in, and then nurture them while they are on your list to make sure they stay active.
Volume Based
This method is used when you are in the scaling phase of your business. It requires lots of eyeballs and a ton of visibility, meaning you need to attract lots of cold traffic (those not familiar with you). You pull them in through your marketing.
“If you’re focusing on a volume based program, you will need a lot of marketing bandwidth.”
Everything I describe today is how I progressively built my business. My primary method for doing this has been paid traffic, but I never stop organic marketing or accepting referrals. As visibility gets greater, I continue to build off of what works for me.
As I have narrowed my focus to the DOO certification program I need lots of people to see this offer because it's not going to be right for everyone. It's a high ticket offer, so I need to find lots of cold traffic and to give myself enough space and time to educate and connect with them.
“Look at the business model you have chosen, and make sure it is fulfilling the lifestyle and legacy goals that you have.”
Pick Your Primary Driver for Marketing
It doesn't matter the stage, the best advice I can give you is to be consistent. For example:
- Social Media: Don’t just post and run. Pick one platform and be consistent and engaging. This builds social proof and credibility.
- Website: Get really clear on what you are offering and make sure it is consistent throughout your site. Make sure you note what results you are getting.
- Articles: Write articles on LinkedIn or on your website blog.
Pick the path that works for you, and test it every three months (minimum) to make sure it’s effective. You will also want to make sure it resonates with you and builds up your brand and visibility.
Weekly Ops Activity
Come to my private Facebook group and let me know... What business model are you utilizing (One-to-one, Group, or Volume based)? Then, tell me what primary marketing driver you are using to accomplish that.
Other Ways to Connect with Me:
This episode was first published at theopsauthority.com/podcast/47.
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