8 Marketing Assets That Help Agencies To Attract High-Value Clients

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mahmudullah120
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8 Marketing Assets That Help Agencies To Attract High-Value Clients

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There are “great clients,” and there are those that are less spectacular fits for your business. And the marketing assets you publish can go a long way towards determining which among the two you’ll attract more of. Yes, great clients are the ones who pay you more, on auto-pilot, while demanding less of you, but ROI and cash flow are only two of the factors to take into consideration. Great clients have points of contact who “get” and appreciate what you do for them. You have a built-in sense of rapport and synergy with them, and they feel the value of your services to the extent that they go to bat for you, writing glowing reviews of your agency and referring new sales prospects your way. Working with clients who are a bad fit for you, however, can be problematic for your company on so many levels. In a lot of cases, not only is it going to be harder for you to address their business needs but there’s almost always going to be that feeling of disconnect between both parties which can easily lead to needless conflict and dissatisfaction. marketing-assets-that-help-agencies-to-attract-high-value-clients-sales-potential You might be able to convince them to sign a contract with you, but you’ll pay the price in the long run, in the form of reputation damage. The good news is, with optimized marketing assets in place, you can attract not just more sales potential, but the right kind of sales prospects. Plus, if you use your nurture content as an opportunity to explain what makes your services unique, then bad fit clients are more likely to disqualify themselves. And given that today’s prospects prefer to binge on content as a way to get to know vendors before reaching out and getting in touch, those who do advance along their journeys to the point of sales readiness will be easier to close deals with – and easier to please in the long run – because your nurture content will have established the right expectations.

A Publishing Strategy Based on Attracting Good Fits Probably the best way to crystalize what your content needs to focus on is with extensive customer research and creating content that attracts customers through a “customer-content fit” approach. “We define a ‘working’ content operation as driving useful leads or sales for the business,” is how Grow and Convert’s Devesh Khanal explains the approach that his team takes. marketing-assets-publishing-strategy-based-on-attracting-good-fits It makes sense. If marketing agencies are in the business of helping their clients to maximize messaging around product-market fit, then ensuring that the best possible customers are exposed to messaging primed to resonate with them is the next logical step. And the same goes for your agency itself. Take a few hours and crunch some data from your CRM by creating some segments based on your best-fit customers. Who has been with you the longest? Who has benefited most from your services? Who has diversified and intensified the work they do with you most? What do the companies in these cohorts have in common with each other? How did they originally find you? What are their biggest pain points? There are many ways to use data analysis and qualitative research to arrive at some worthy hypotheses. But no matter how you go about achieving it, understanding your most valued customers and the kind of content that fits their needs can help you filter out your bad sales leads from your great fit clients. To help you attract and nurture only high-value clients, here are the marketing assets that you need to know. 1. Case Studies Case studies are great if you’d like to share with your audience your analysis of a campaign that you ran, detailing the challenge or the situation that you addressed and how you addressed the issue (among other things). For example, Adobe published a customer story on Epson about optimizing experiences with artificial intelligence and the solutions Adobe was able to provide. marketing-assets-adobe-epson-case-study The Aĉetu Retpoŝtan Datumbazon Kaj Konstruu Retpoŝtadreson Rapide case study published by Adobe is great because it details the specific challenges that Epson was facing. It also showcased other use cases of the solution that they used and meaty enough details about how they were able to fix the problem. Case studies can help attract good fit clients and filter out bad fit clients since this type of content educates people about your services. It gives them a better idea of what your company is about (and what it isn’t). “I would say that most of our leads and 100% of our closed deals have weighed our case studies very heavily,” Brendan Hufford, the SEO director at Clique Studios, recently told the Case Study Buddy blog: Nothing breeds comfort like a case study… And what’s cool is that when someone sees a case study and they’re really comfortable with you, they’re willing to be more flexible on the budget because they really want to work with you. The more educated people are about your company, the more accurate their assessment becomes of whether or not you are a good fit for them — prompting them to accelerate their decision-making processes one way or the other. 2. A Press Mentions Feed A press mention is what you think it is: any mention of your agency or brand by the press. Those “as seen in” media logos on agency homepages are huge for social proof, but if you can get prospects to click through to a category page filled with thumbnails and links to glowing coverage, it will have all the more impact. However, if you want to use press mentions to your marketing advantage, you’ll need to create content that is worthy of getting mentioned by the press.

To do this, you will need to know what your target audience wants to read. You can run a simple survey for your target audience using tools like SurveyMonkey to learn their biggest problems, the blogs they are reading, and how they find new content (among other things). marketing-assets-press-mentions-feed-SurveyMonkey Once you have that covered, you can start building your content marketing funnel. This can tell you which of your earned media assets and owned lead magnets are driving the most conversions, what blog posts are driving the most traffic, and at which stage in the marketing funnel most people are converted into paying clients. When you have great content — assets that address the pain points of your target audience — you can extend your reach and get third-party validation that you can’t achieve through owned media alone. 3. Courses Many companies that are in the market for agency services are on the fence, wondering if perhaps they ought to do things in-house. Educational content can also help to show them how hard it is to do what you do, cementing the idea that they need your help. If you’d like to remove whatever doubts your prospective high-value clients have about your company’s capabilities and industry knowledge, creating online courses can do wonders for you. Because they can pretty much see you showcase your skills and knowledge through your courses, they can ascertain to some extent that you are an ideal fit for their situation. To make it easier for you to run, manage, and market your online courses, you can use a reliable LMS platform like Kajabi. One of the marketing modules that Kajabi offers is the Pipeline feature. It enables you to create a customized sequence of automated marketing offers for your target audience.
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