The Crimes We Commit Against Our Own Digital Marketing Agencies

One of the things we see all too often is our clients reaching out manually to new connections in their local marketplace. This is great if you plan on doing all the work yourself forever with very little time freedom for less income than you could have earned in Corporate America. There's a negative stigma that exists surrounding the use of automation in organic outreach campaigns on Linkedin. However, the core of this disapproval resides from the mentality of doing everything yourself "in" your business which is both frustrating and non-scalable. Client acquisition on Linkedin is about striking a balance between quality and quantity, automation, AI and human intervention. To do things effectively you need to automate connection requests and initial value propositions without being afraid of what might happen to tarnish your reputation.

The question becomes why are you so afraid of what one prospect will think of your value proposition when they read it? Why are you operating in fear instead of faith and confidence? It's safe to assume that when you have someone's attention on Linkedin, this is the best time to attract their attention, therefore inaction is the worst possible outcome. If you do something but it's the wrong message, your audience will tell you what's wrong. This isn't something that you can do with PPC. You take the leap of faith and when things go wrong, you have no idea why it went wrong, why it didn't convert or what the next steps are to resolve the issue(s). You're just left with that hollow feeling like you just went to the casino and lost a bunch of money at the tables. By getting your offer in front of your narrowly segmented sub-niche category on Linkedin you take your bias out of the equation and let the audience decide what is resonating and what aspect they disapprove. Then you're safe to go on your way with scaling up with paid ads to your sales funnel.

If you don't wish to niche down while running a marketing agency then by all means continue chasing your tail earning minimal small local agency profits working way harder than if you niched down and became a specialist at something specific. Think about it for a minute. Your advertising messages are generic if they speak to everyone and therefore no one all at the same time. Here is a rhetorical question. Would you rather be the proud owner of a specialized Marketing Agency that has 100 retained clients out of a possible 10,000 in your sub-niche category owning 1% of your market share and climbing or would you prefer chasing 10 retained clients out of a possible 100,000,000 owning 0.0001% of your market share and declining.

Perhaps you may be saying well I only work with local clients in my community so this doesn't apply to my unique situation. This is not to say you can't work with local clients in your area if that is how you have had your success but I am suggesting that you will never grow beyond that local company that takes whatever business they can get and enters into B2B relationships without complete certainty of what will be delivered to their clients. Be the predictable experience with outcomes that clients can come to rely on, anticipate and expect from working with you. Don't be the scrambling local business where you cook, clean, balance the register, arrive at 4am and leave at 10pm. That's no way to live.