Helping you gain more clients, achieve more success and create way more joy in life & business...

Before I set up my business I spent 20 or so years in marketing, working in agencies and heading up marketing and sales teams. Back in the day I was often asked provide a report which would detail our progress against our marketing metrics which included things like:

How many people on our email list and how many people would open and read ?How many followers we had on Twitter and other social media channels?How much reach are we were getting from our posts?

Which press articles we appeared in?

I’d tell the Board those metrics didn’t matter.

They were things we didn’t really need to worry about because it wasn’t those vanity metrics that we should be focused on.

It’s the same now for many of the businesses I work with.

When they start working with me they’re concerned about some of the vanity metrics of their marketing…. Worrying there’s not enough people on their email list and that they don’t’ have a big enough audience. Their content isn’t getting enough likes, comments or views. They’re doing every single thing that they have ever heard of possibly doing to market their business!

Have you ever worried about those things?

I get it, I totally do.

The thing is, they’re not really the things that you should be worrying about. They’re definitely not the things you should be focusing on.

Here’s the 4 things I’d suggest you focus on instead if you want to start generating enquiries, gaining new clients and skyrocketing your income.

Be super clear on the problem you solve.

Ultimately your potential clients will want to experience the result you can help them achieve. I promise you, they’re not that bothered about the how you do it and what’s involved. They want the result you’ll help them achieve to stop them having that problem.

Focus on that big specific problem.

The ONE big result they want you to help them achieve.

When you can explain that really well, you’re onto a winner.

Consistently creating engaging content that your absolute dream client will resonate with.

You’ve got to demonstrate you understand what impact that big problem is having for your dream client.

What is the current reality for them and how is that problem showing up on a daily basis.

Don’t feel you have to keep creating new content time and time again, you can easily repurpose content and make the same point using different content styles, stories, statistics, infographics etc.

Remember to include strong and clear call to actions on your content telling people what you want them to do next. So many people fall into the trap of not including great call to actions!

Focus on putting the right people into your audience

Ok. Now there is a need for you to grow your audience but it’s definitely a matter of quality over quantity here.

You don’t need a big audience.

You just need the right audience.

Make sure you protect your lists and qualify people before you add them in.

Add questions on entry into your Facebook group.

Have a conversation to make sure you understand each other and are a potential good fit.

Yes, you have to be visible to more people but it’s important they’re the right kind of people.

Don’t fall into the trap of trying to doing everything or be everything to everyone.

Spend more time on revenue generating activity

I see so many people focus on the “vanity” elements of their business which is great for more established businesses but when you want to gain clients and put cash in the bank your efforts are best spent on revenue generating activities.

Who do you know that you can have a conversation with and ask for a referral?

Who do you need to call to follow up on the discussion, proposal or price you sent across?

What marketing activity can you do that will drive people to take action and move towards you?

Are there any previous enquiries or leads that you’ve not moved proactively towards?

The key here is to step it up and rather than wait for prospects to come to you or for referrals to drop into your lap.