Hey, guys. Welcome to the first video of 2018. Today, I want to talk to you about lead generation and how you can use a marketing plan in 2018 to really attract in your ideal prospects and pre-frame you as an expert, somebody who they should be willing to spend a fair amount of money with in order to get the implementation of this marketing plan that we’re going to talk about. I’m a big believer in doing things once and benefiting from them many times, so what I want to share with you today is a tactic that you can put to use in your business regardless of the type of marketing service that you sell.
It is 2018. Every business owner is in the same situation. They have their own goals, aspirations that they want to hit this year, and a lot of them are in the day-to-day weeds of their business and not necessarily at the forefront in terms of marketing. That’s where we can step in and really serve our ideal prospects at that higher level, differentiating ourselves from everybody else in the industry, trying to pitch them that generic service.
In order for us to position ourselves as an expert, we really need to be able to demonstrate that we have some industry knowledge, some depth to what we’re proposing they do with us. What this tactic really allows us to do is benefit from serving one niche, one industry, one business, whatever you want to call it, and what we’re looking to do is look for things that we can do once that would benefit everybody in our ideal prospect list.
If I was targeting plumbers, I would want to go out and do a lot of research, pull together a marketing plan of everything that is niche-specific, so everything for plumbers that would make sense for their business that would have a tremendous amount of value to them. Even if I didn’t do anything specific on their business, just giving them this outline of this niche marketing plan would be a huge benefit for them.
Now, I’m not suggesting you go out and do this work and give it to them. That’s definitely something that I’m proposing you use as a tripwire that is going to give them a tremendous amount of value at a fairly reasonable price, but that being said, through going through your marketing plan, that’s going to position you as that expert, somebody who has a plan to take them from where they are to where they want to go, and ultimately, you sell your core service, which is the done-for-you implementation of your marketing plan.
Without further ado, whether you’re selling SEO or PPC, and that’s AdWords, Facebook, YouTube, Instagram, LinkedIn, or whatever other kind of pay-per-click advertising you sell or social media management or content creation, or perhaps you have a more holistic business where you deal with everything, you’re generally the general contractor of marketing for your client’s business, whether you do it all in-house or you use some partners or some outsourcers to help you, if you’re pulling together a holistic marketing plan for, in this case, plumbers, it really gives you an advantage because you’re able to speak to people in that niche and say you have a plan you pulled together specific for them. Even though the industry stuff is good for anybody in the industry, I’m going to show you how to add on to that something that’s very specific to them that they’re going to value even higher.
If we’re going to look at SEO, and we’re looking for things that we can do that are really industry-specific or niche-specific as opposed to client or prospect-specific, those are things like keyword research. What are the buyer keywords for the industry? What are the research keywords? What are the defined problems? Very often, what happens is when people are just aware that they have a problem, they’re not really sure how to define that problem. In an example of chiropractic, it could be somebody who has back pain. They haven’t necessarily realized that the reason they have back pain is because they play golf or whatever the reason is, and so they’re not looking for what are the solutions. The solutions could be chiropractor, could be massage, could be physiotherapy, could be pain pills, but there’s a variety of ways they can solve that problem, but if they’re just at the point now where they feel back pain, then they’re going to be looking for different things, like how to cure back pain, symptoms of back pain. That’s what they’re really looking for online.
Once they figured out that they have back pain and this is the problem they’re trying to solve, they’re going to look through the alternatives. They’re going to look through things around like, “Can chiros solve my back pain,” and then ultimately, once they get to the point where they’re ready to buy, then they’re looking at the difference between one chiropractor and another chiropractor, and you’re going to have content around that.
Again, if you sell this service, this is probably something that you know in-depth, but just, I want to point out that a lot of content can be created in this marketing plan that is specific to the niche and not necessarily specific to a individual prospect. Frequently asked questions, again, plumbers probably get the same questions over and over again. Pulling together those questions in one place and putting it into your marketing plan in terms of understanding these are the questions that your prospect’s clients are asking, how to answer them, how to create content around them, this is something that’s important for you to have in the marketing plan because it’s certainly something that you want your clients to be implementing if they were a marketing client of yours.
Again, you can go to Google Maps and Google My Business and figure out what the categories are and make sure you list out those categories, which categories pull the map. These are really important things for the industry, and again, across the industry, this is what is happening, so it’s not specific to an ideal prospect. It’s specific to the industry.
Then you come to PPC. PPC is another great example because a lot of business owners are afraid of it because they’ve tried to do it themselves. They really don’t understand the nuances of how you invest money here and get something here, so breaking it down and showing them a couple of campaign ideas that you would suggest that they run, again, remembering that you’re going to be deploying this for whoever you land as a client, so investing some time and really developing out these concepts are going go be two-fold for you.
One, the person buying your marketing plan is going to see a tremendous amount of value from it, but ultimately, what it’s going to do is lay the plan that you’re going to be implement later when you actually start to land clients. You want to walk through. What are the keywords? Would you use exact versus broad match? What’s an ad that you would suggest, landing pages? What would be the call-to-action? Then you’d be going through. Are we running this campaign for lead gens to capture email addresses? Are we using an ethical bribe or a lead magnet? Are we running this for a tripwire, so a low-cost, low-risk reversal offer that we want to push people into, or are we doing this for our core products? You’d want to understand your niche and what people’s objectives are and how they can use PPC to hit those business objectives.
Now, again, the more that you can explain and frame this up in the marketing plan, if you start to think about 30 people buying your marketing plan or a hundred people buying your marketing plan, investing the time and putting this into video and explaining it to a prospect in terms of what they need to understand. They don’t need to know how to do it. That’s what they’ll pay you to do. They need to know why it’s important to their business and ultimately how each of these steps connects to their ultimate objective, which is growing their company.
You do the same thing for Facebook ads. Examples of what could be done in terms of lead gen, tripwire, core offer, how they can use it as an attraction strategy to bring people into their business, all of this within the framework of a marketing plan so they can see what they’re recommending they do in this particular niche. Same thing with social media, what type of posts work. You can use things like BuzzSumo, see what’s being shared on social media, what social medias are really big, who are the influencers in the space. Again, you’d hop on to BuzzSumo. You can do a lot of research there. You can use Social Insider, which was a AppSumo deal that was a few months back. It’s another great resource where you can see what people are doing to really create engagement with engagement, education, quizzes, surveys, and really how they’re using their social platforms to create an audience, engage with that audience, and ultimately, move that audience to hit the objectives of their business.
A posting calendar’s a great idea, sharing that, how potentially you would use something like a tool that would be able to plan out those posts. There’s tons of them out there. You can dive into actually explaining it, but really, more what you’re going to be doing is seeing how you’d be setting it up so that the frequency would be there.
I would talk about the best platforms to use. Not all industries need to be an on all platforms, so you want to figure out where your niche’s clients are online. Is it Facebook? Is it YouTube? Is it Twitter? Is it Instagram, Pinterest, LinkedIn, or some other? You really need to understand where you’re going to be recommending that they engage, how they engage, and what that strategy would be. The more the plan is developed, the better it is for the business owner, and the better it is for you because they’re able to see what you’d be implementing.
They can take your idea after, I mean, they’ve paid for it, and ultimately, say, “We’re going to go and implement this ourselves,” but what you’re going to find is those people were never going to pay you anyway. They’ve paid you for the marketing plan, so it’s not like they’ve gotten all of your information for free. Sure, they’ve got a tremendous amount of value, way more than you would probably do if you were pulling together this custom, but the whole idea is that you’re pulling this together for the industry so that you can sell it many times.
On to the content calendars. This is where you want to lay out a plan and give ideas. Depending on the frequency that you’re recommending for your particular niche, is it once every two weeks, once a week, twice a week, three times a week, you’re going to need 26-156 ideas for content. Content’s going to be created in some form. Could be that you’re going to blog, could be a podcast, could be YouTube. Depending on the niche, depending on the voice that you want to use, you want to create this content, but ultimately, what ends up happening is business owners don’t know what content to create, and that’s where we come in. We’re supposed to be the creative arm to help them hit these objectives.
What we want to do is pull together ideas and really give them a content plan that says, “Here are the six or 12 themes that we’re going to follow, and here are the titles or ideas of each of the posts that we think or are recommending that you pull together in 2018.” You’re going to go do your research. You’re going to use things like Answer the Public, Quora, you’re going to go look at forums, you’re going to look for Google searches in terms of suggested searches related to keywords, you’re going to look for frequently asked questions. You’re going to think about this all through the buyer journey. Where is this buyer? Are they aware of their problem? Are they in the consideration stage? Are they in the decision stage? You’re going to want to create content on the content calendar for each stage of this buyer journey.
If you pull together this plan of 26-156 ideas, this alone is worth so much money to a business owner because it really demonstrates your value. This is showing them that you understand that content is king online. Ultimately, if you produce content that their buyers want to consume, specifically locally, you’re going to be attracting those people to the business, and ultimately, you’re going to be able to own that industry for your local client because most business owners are not going to go to this level of depth, and they’re not really going to understand how to do this. This is obviously huge upsell. If you create content, either written or video or podcast for them, you’re going to create a situation where this is super valuable. We haven’t even dived in yet into anything that you would be doing specifically for the person of buying it.
You put together this plan for the niche or your ideal prospect. You invest a fair amount of time. This is the thing that I want to really stress. Don’t skimp on adding value here because this is your tripwire. You want them to buy this at whatever level and get five times the value for what they paid you with the understanding that you’re going to sell it to a lot of people, so you’re going to make your money on volume, and really, it’s getting paid to bring in your ideal prospects and give them an opportunity to see the level of value you can deliver.
At this point, I really encourage you, put a lot of time into the keyword research, campaign idea, social media platforms they should use, how to use them to achieve those business schools, and then a lot of time into creating that content calendar so they have real clarity about what you’re recommending, they do over that 12-month period. It’s a huge amount of value for the niche. You can sell it as a custom marketing plan by adding those additional parts. That’s competitive analysis, on-page audits, PPC audits, social audits, content audits. Adding all of those audits and competitive analyses to this marketing niche plan is going to allow you to say, “Hey, I spent a lot of time.” Ultimately, what this is, is just looking how they are vis-a-vis their local competitors doing in their market.
If you do this in-depth review, you’re able to improve what they’re doing. You’re going to look at things like conversion assets, how they move people along the journey, so do they have lead magnets or quizzes or retargeting setup to target visitors and capture their information? How are they warming people up, so people that are coming back to the page, do they have anything that’s moving them from a visitor to a buyer? Do they have any automation in that process? Are they using any kind of autoresponders? All of the things that we know as marketers, this is where we’re going to go in and take a look and really look at the client and say, “Here, you’re missing out on all of these opportunities.”
Now, this is obviously work that’s going to have to happen for each one you sell, so the more in-depth you’re going to go, the higher the price point is going to have to be. It’s just the way it is. You really just need to determine how deep you want to go on the individual audits and competitive analysis, but realistically, the more you do, the lower the price, the higher the amount of people that are going to take you up for it. This is going to be pre-frame you as an expert in the niche, somebody who has a plan to take them from where they are to where they want to go.
Remember the goal here is to serve your ideal prospects, like I said, pre-frame them as an industry expert and ultimately move a percentage of people up to your core offer. This is your front-end tripwire offer. This is something that you’re putting out there to really demonstrate value to people in your niche. Once they take you up on this value and they see the level of detail, the plan laid out in front of them, they’re going to be in a situation where they’re going to say that you are somebody who can add a ton of value to their business. Some people are going to take that information and go and try to implement it on their own. That’s fine. Like I said, you have not lost anything on those people. They’ve paid you some money for your marketing plan, so they’ve definitely contributed. If they were going to go and do it on their own anyways, they were never prospects that were going to pay you money, so you’ve lost nothing.
The people who really you are focused on are the ones that want to be able to see that you have a plan to take them from here to there, and they are willing to pay premium for you to implement that plan. Those are the high-paying clients that are willing to invest in quality, somebody who’s demonstrated value. Because you’ve done that, you’re no longer that pester, that welcome guest, and they want to work with you because you’ve shown this value up front.
Remember the goal here. We talked about that. This is a great way to start the year because all this work you in this marketing plan is ultimately going to serve every client that you’re going to have in your niche because you’re pulling together this perfect plan for your clients for the year, and you’re going to break that plan into months, concerning the content calendar, what you’re going to do on PPC, what you’re going to do on social media, what you’re going to do with SEO. It is a holistic plan for your clients in the niche, and ultimately, this is something that you’re going to deploy for anybody that’s paying you for your marketing services. It’s almost like getting paid to put together this spectacular plan for the people who are ultimately going to pay you for your core service. You’re going to be able to serve them in a much higher level than somebody would that doesn’t have the ability to monetize the marketing plan in this way.
Like I said, some people take advantage. Don’t worry about those people. They were never going to buy anyways. Just focus on the guys and gals that are willing to pay.
If you have any questions, definitely drop them below. I tried to do this on a live, but unfortunately, the live was a little sporadic, so if you were watching a live, I apologize for that. I thought I would shoot this quick video and just get this content out there because I think this is something that you should be deploying in your business.
If you haven’t done it yet, definitely give me a thumbs up on the YouTube channel. If you haven’t subscribed, hit the subscribe. I am going to figure out how to do YouTube lives because it is something that I want to incorporate into 2018. I want to start to look at some niches and really start to build out lead generation strategies that you can use in your business ultimately to attract in your ideal prospects and start to move them along that journey, heating them up to that 8, 9, or 10 where they’re ready to buy from you, willing to pay you what you’re worth, and ultimately, showing you how you can deliver in a leverage fashion where other people are doing the work so that your business can grow and the business does more work. You just oversee it.
All right, guys, all the best for 2018. I’m looking forward to seeing you the next video. Thanks a lot.