Premium Services Marketing – Our 10 Golden Principles for More Leads
If you don’t want to charge more and focus on your ideal clients – stop reading. This blog post has my 10 most important points in marketing after reading 100+ marketing books and more importantly successfully implementing these marketing strategies for 100+ premium services clients.
- This isn’t for people who want to rest on a mediocre, lazy offering.
- This isn’t for people who aren’t willing to be aggressive at increasing the quality of their services and their marketing.
- This isn’t for people that don’t care about being the market leader.
BUILDING A BRAND IS HARD – AND GROWTH-ORIENTED BUSINESSES NEED TO PLAY HARD TO WIN.
Here are my top 10 principles for premium services marketing to get more leads.
- Premium services marketing is not just about getting more clients, it’s about getting better clients – better clarity, better employees, and becoming the brand leader to enjoy higher price points and less valid competition. (Don’t be a commodity.)
- You need to make your customer the hero of your story (read Storybrand and follow it religiously), we only care about ourselves – it seems programmed into our nature so sharpen your copywriting skills and write for your ideal customers and focus on benefits. Tell THEIR story, you’re just the guide.
- “Who is it for?” is the most important question in marketing – where are they, what do they care about? How can you help them?
- Reviews are crucial in this new online economy – the new zeitgeist is surprising and delighting/making your customer the hero of the story and getting video + 5-star reviews as proof for other future customers.
- Pragmatic content-marketing focused SEO centers around writing useful content for your audience and can result in much, much cheaper cost-per-click for your time, money and effort – writing for for ‘long-tail keywords’. Put out content to be helpful to your ideal customer on your site, landing pages that are targeting at ‘money keywords’, and earn authoritative links by whatever means necessary (a disturbing number of SEO companies are ‘above link-building’, even though it’s considered a top-ranking factor on Google every year for the past 10 years.)
- Part of SEO is making sure your website design keeps people on the site, and ongoing design changes are a major advantage in that. Don’t let your website get stagnant and out-dated.
- Your website’s design affects how many people contact you – you need a website that tells your unique story, not some generic template that fits you like a kid in his dad’s suit.
- Trust is absolutely essential to someone working with you. Without meeting them face to face, looking them in the eye and shaking their hand – the best thing you can do is showcase previous work, visually call-out testimonials with photos and 5-star icon on every service page, awards, trade org’s and any other ‘trust factors’ you can make prominent and feel integrated cleanly in your website design.
- Persuasive copywriting is essential to businesses’ online growth. Be empathetic – use urgency, scarcity, headlines, bulleted lists, benefit-driven copy, FOMO, consistency, and call-to-actions throughout your marketing material. Be clear – but helpful, and always assume your prospect is short on time and directness is appreciated. Tell stories and use mystery – but make sure they understand things clearly, next steps, and ask for the business.
- DOING is way more important than theorizing. So many marketing agencies sell companies fluff – and we believe that is just plain wrong. Particularly at a time like this, being the ‘get shit done agency’ is something we’re incredibly proud of, and we feel honored to help growth-oriented companies hook better leads.
If you want to do more with your premium services company marketing – we’d love to help you. We’re passionate about helping growth-oriented companies with aggressive SEO services and custom, premium, persuasive website design.
Senior Paid Media Specialist at Medtronic with expertise in all forms of paid media and advertising.
4 年This is a good read Tim Brown ??. For me I really connected with points 2 and 8 because for me they are connected to one another. If you have a team that you trust and that trusts you that shines through to the client which makes it easier to make it all about them. That also makes it easier to talk to the client for it really to be all about the clients customers and audience. If I were to offer a number 11 it would the willingness to step outside your own comfort zone. If you’ve only worked on SEO projects being willing to step into the paid side and if you’ve only worked on paid stepping into SEO. Now it may fail spectacularly, but the insights from seeing the world from someone else’s perspective is invaluable. The ability to step outside ourselves as marketers is worth our weight in gold.
Uncovering opportunity everywhere you are not
4 年Very good points! I agree most strongly with 6 & 10.