Just two years ago, I was running an ad agency and our client base was pretty widespread.
Everyone from lawyers to banks to world renowned djs. Now you want to know the craziest part of this all? We didn’t even have a website. So how are we able to get clients and how can you get them for your business? Keep watching because I’ve got some pretty cool tactics to share with you today. This lesson will help you grow your search traffic, research your competitors and dominate your niche. Now, when I first started looking for client work, then it was tough. But after focusing on just a few strategies, things started to click and getting clients became actually really fun. In fact, the very reason I’m working at HP today is because I try to convert them into a client which worked and didn’t work at the same time. More on this later, because right now I want to get into some strategies that work for me and others in my network, and I hope they’ll work for you, too. Let’s get to it now. Serious. I know this is an editorial about getting clients and trying to figure out if you can actually help them. I hate those kinds of courses and tutorials. You should have a history of producing results and be able to help any client you choose to take on. So if you’re just looking to make a quick buck, I recommend mastering your craft first so that the tips and strategies you learned today will be 10x more effective. All right. So the first way to get clients is to get involved in partnerships. Now, there are two types of partnerships I want to talk about. You might have heard of the first one, and that’s the team up with non-competing agencies and freelancers, for example. If so, is the service you sell, then look for like minded agencies that specialize in other digital marketing channels like PPC, Web design or social media. Assuming your businesses are somewhat at an equal stage, then referring clients is a free and passive way to grow together. There’s no need to get greedy. The industry is approaching 80 billion dollars and chances are if you’re watching this video, you probably don’t own very much of that market. A great place to meet like minded people is marketing conferences because they attract marketers from all lines of work. For example, if you’re a freelancer that focuses on SEO, you might want to go to a general marketing conference to meet webdesign, social media and PPC freelancers. You probably wouldn’t want to go to an SEO conference for this purpose because everyone will be selling the exact same services. As you know, if you don’t have an equal number of leads the past, back and forth, then a common structure is to offer a 10 to 20 percent kickback for any referrals that turn into clients. The second partnership model is probably my favorite investor to partner with companies who have your audiences but are completely unrelated industries. And awesome example of this is to team up with business bankers and private lenders every day. They have tons of leads coming in and if you’re dealing with one of the bigger banks, they can send you more clients than you can handle. A model that I’ve seen work really well is to have the lender sell a high level strategy. Reason being the barrier to entry is pretty low. They can essentially sell your services for a one time fee and take around fifteen to twenty five percent. You then have the opportunity to give your presentation, showcase your value and bring them onto a retainer agreement. Alternatively, you can approach other professionals like accountants and corporate lawyers where you can refer clients to each other. Partnerships don’t always come easy, but if you’re able to execute an systematize, your revenue will grow fast. Another way to find clients is to speak at conferences. I actually didn’t attend or speak at conferences until I was out of the agency. Well, and I think it was a huge opportunity I missed out on. For example, I spoke at a conference earlier this year where I gave a talk on the building afterwards.
A handful of people came up to me, but they weren’t there to ask me questions about the strategies I shared. They were there to hire me. And these weren’t your average mom and pop shops. They were decision makers from companies doing one to twenty million dollars an hour or backed by VC money. I strongly recommend applying to speak at conferences where target audience would be and deliver as much value as you can. Next up is email marketing. And this is likely the most valuable for your business because your results are your strongest selling point. For example, HFS isn’t an agency. We provide a suite of tools, but a lot of the content we create is targeted around keywords that potential clients might be searching for and then finding us through marketing mediums like Google and YouTube and by teaching how to do so. Not only do we get customers for our tools, but we also get numerous requests for consultations, not to mention the individual emails we get from great companies by creating content that demonstrates your expertize and ranks. You’re building trust with prospective clients through proof of concept. And in my opinion, trust is the most valuable commodity when it comes to winning new clients because it instills confidence. Now, if you’re still relatively new to the game, it might be advantageous to focus on one specific niche. For example, if you wanted to do so for realtors, you can find some topics by going to skewers, explore and searching for broad keywords like SEO, keyword research and LinkedIn. Next, go to the Freycinet Report to see keyword ideas that contain your key words from here, I’ll click on the include search, filter and type in words related to the profession, like realtor and real estate. And I’ll choose the any option to show all keywords that contain any of these words. And as you can see, search volumes may not be massive compared to the head terms, but there are lower competition and seem to have a good amount of commercial value based on the CPC values of these terms. We have a full tutorial on doing keyword research, so feel free to check that out for more great ideas. The next strategy is actually the last one I tested before giving up agency work, and that’s to apply for jobs. As an agency or freelancer, you want clients and when a company posted job listing, they likely want to hire someone in-house. Now, while these two things might seem vastly different, there’s a more powerful factor that comes into play and that’s intent. So nearly two years ago, I decided to run a lead generation experiment on HFS. They had a job listing for a funnel hacker. So I applied for the job with the intent to turn HFC into a client. Tim, on the other hand, was the one handling interviews and he was looking to hire someone in-house. Long story short, we were able to come to some kind of agreement where I was able to work full time for eight drafts, but I was still able to be involved with my agency. And after a year of doing work for eight drafts, I decided to give up agency work. Now, my point is that with job postings, you in the lead had the same overall intention. In my opinion, if you can sell them as an individual candidate, then converting them to an agency client is the easiest part of the battle. If you want to learn more about this little experiment, I’ve added a timestamp link in the description which goes to the story from my end as well as Tim on the hiring side. Finally, is the most common approach to getting SEO leads, and that’s called outreach. Now, when you’re doing cold outreach, you want to provide as much value as possible and you definitely don’t want to be too pushy in your first email. Here’s a sample template that Darrell Rosser wrote on our blog about getting Solnit’s. I’ll break it down as we go through it. Hi, Ricky. I came across your website today when searching for roofing in London and noticed that you don’t show up in the maps section and our number. Thirty three in the organic listings. That’s a lot of calls you’re missing out on. So he told Ricky how he found him and address the pain point that I’m sure Ricky already knew about. He goes on to say, So I made a video showing you why your top three competitors are outranking. You say one, say two and say three. This is super simple way to differentiate yourself from all of the other emails these people are getting. Most people won’t go through the trouble to create a video, and it also gives a more personalized feel. Best of all, he’s mentioning competitors that Ricky should be well aware of. Finally, he says, are you the right person to send this video? If you are, please reply to this email and I’ll send it over. Otherwise, just let me know. The final part is a simple conversation starter. Do you want the video? Yes or no? Or if I contacted the wrong person, then can you point me in the right direction? Then after they respond, you make a video, send it to them and have your stay in the video, which would be to jump on and call super simple. And I can imagine it converts really well.
Now for you agency owners and freelancers out there, I’d love to know what you do to get more as your clients leave a comment.