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Selling digital marketing services to your local businesses is a challenge. There are thousands of companies based in your area that need these kinds of services, but in order to successfully pitch to them, you need a plan.
What you need to consider is that the average business owner doesn’t have a great knowledge of internet usage, they don’t understand the value of digital marketing, and this creates a challenge. On the one hand, you become the expert automatically, but on the other hand, you must convey the importance of the services to the client.
Thankfully, it can be quite easy to sell digital marketing services in such a way that it becomes easier for both you and the potential client to reach a satisfying agreement for both parties. There is a way to do this, and we’re going to look at it.
Generating leads.
Generating leads is an important part of the digital sales process, and you would be wise to keep this in mind.
Most people are content to jump right into the promotion side of things and thus wind up neglecting the entirety of their offer structure. What makes you different from those people? Why do you have an offer that can’t be refused? These are big questions that many businesses fail to answer.
Lead generation is an important part of the process and the quickest way to do this is often through cold calling and outreach.
While the development of number-blocking software has limited the effectiveness of this tactic, it can still be useful if you know what you’re doing.
However, to generate more effective results, we’re going to need to put resources into different options and pathways to ensure success. If you want to maintain the effective lead flow that has been seen before, keep reading.
Video auditing.
The future of digital sales, as is the opinion of most of the industry, is in creating custom prospecting and outreach options.
There are many different tools at your disposal to both customise the approach you make, and to automate the process from start to finish. A lot of these tools are on the internet, so there is no excuse for not using them.
Video is a sales tool which is criminally underused, despite being one of the most effective. By using a combination of cold email campaigns and video auditing, you have a pretty competent strategy.
The idea is simple enough in concept – you send an initial series of emails to potential clients. You directly add value to their business or company by referencing an audit that you have created to examine the existing marketing presence they have on the internet.
N.B. You don’t need a video unless the prospective client shows interest in the audit. If they do, you can build a short video, on average five minutes in length, and then use that to talk about the aspect of their marketing strategy that you can improve upon.
The trick, in this case, is to add as much value as you can to the audit and then to embed your video onto a landing page that you send to your prospective client. This landing page should have things like:
- trust signals,
- information about your processes, and
- testimony from previous clients
As a final point, the landing page should also have a call to action that you can use to set up a point of contact between yourself and the client.
Creating content.
Content creation is a strategy which is not effectively used, which is a shame, because it can be a very powerful way to properly connect with an audience by using traffic that already visits social media platforms.
Businesses have an advantage in the modern period because it is easier to control a social space than it is to conduct search marketing.
The first strategy that might come to mind in this situation is using interviews to prove value to your target audience.
Think about it – there are 1000s of businesses in the local area that are already succeeding. Instead of trying to establish yourself as an expert, you can frame them as experts instead.
A strategy like this can achieve a few different goals for you:
- It allows you to establish yourself as an expert in your specific field, whilst building a passively developing audience.
- You can build a relationship with your viewers that will ultimately reciprocate itself later down the line in the form of increased interaction and potential leads.
Before we move on…
Now seems like a good point to tell you about our White Label Digital Marketing Services. We specialise in helping agencies win and develop local business clients across all major PPC platforms.
Using networking.
Networking is one of the best ways that you can connect with high-profile, profitable clients. Depending on the industry that you are in, it can be tricky to connect with bigger companies.
There are quite a few strategies to consider when it comes to building up a network of contacts, but the first way to do this is to search for events taking place in your area. If you do this, then you can build up a list of conventions and conferences that you can visit and start to form connections.
The amazing thing is, a lot of these conferences are free to attend, because they want people to go and network with other professionals. Some do require you to pay a little bit of money, but the majority are free to get into, which is nice.
Discovery phone calls.
When it comes to selling digital marketing services over the phone, a phone call can be a good way to discover information that you will need to manoeuvre the prospective client into a position that is advantageous for you.
Ideally, you want to reposition a client where they are inclined to have a conference call with you. Alternatively, seeing them face-to-face for a sales meeting is just as productive.
However, there is still a place for selling services over the phone. Try and push your clients into a position where a video conference call is the best option, but having a multi-faceted sales process in place is the best way to do things. There will be situations where clients don’t want to use the phone, so you must make sure that you have a workaround.
Most prospective clients won’t make a purchase on the first call– this means that you need to setup a scenario where you can interact with them multiple times to secure the deal that is best for them and you.
The first call that you have with a prospective client is a lot like the first date. It’s the point at which you start to learn about your prospective client, so you can get information for securing a deal. Get to know their business, find out what they consider to be important, figure out their needs, because then you can tailor a pitch to position yourself as an ideal resource.
Something that a lot of digital marketing companies neglect is the fact that their sales won’t happen instantly. Regardless of how much you push, the majority of leads won’t be open to the idea, and you need to focus on putting in the time and effort. Building a relationship over time is one of the best ways to secure a successful sale.
Final thoughts.
The typical digital marketing service will need to focus on creating a broad sales process that can be adapted to suit the specific need.
It would not be very sensible to assume that when it comes to sales, that one size fits every situation. There are many different instances where digital marketing requires you to develop a multifaceted, strategic approach to connecting with clients.
In most situations, the ideal scenario for you is going to be positioning yourself to interact face-to-face or through a video conference call. It’s a lot easier to sell products when you have the power of body language and emotion at your disposal.
It’s important to remember that you need to try and position yourself as being the ideal candidate for the specific needs of your prospective client. You need to understand everything that makes their business what it is and understand the values of the company.
Think about it as if you were the individual receiving digital marketing services. You would naturally want your provider to recognise your unique selling points, to have taken the time to get to know you, and to put together a package that will benefit you in the broadest way possible.
That’s really what we’ve been trying to get out here. If you’re going to design a sales process, then it needs to be tailored to the individual company. Trying to connect with local businesses isn’t difficult, it just takes time, and you should focus on building up a solid reputation within your community.
Talk to us about White Label Digital Marketing Services.
We specialise in helping agencies win and develop clients across all major PPC platforms. Call us FREE from mobiles and landlines on 0800 044 3664 and speak with one of our White Label experts to request more information or schedule a meeting.
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