The Client Attraction Method - How To Close Ideal Clients Consistently For Your Agency

What's up, digital marketing agency owners? On today's video, I want to talk about a concept I call the Client Attraction Method. I think one of the most powerful things you can do is be conscious about how you make this shift from chasing prospects down, whether that's just cold calling, cold outreach, to having clients coming to you pre-positioned to buy, where they've already kind of seen some value from you and they're ready to come in pre-positioned. So if that sounds good and you're tired of chasing prospects down, you want to learn how to do this and have a a steady flow of new clients coming into your world, leaning in, interested in your services, you're gonna wanna watch this video. This is a concept that as I think about the growth of my agency, Plumbing and HVAC SEO, is one of the key things that helped to accelerate us from, you know, just kinda where we were at to a multiple 7-figure business that made the Inc. 5000 list 4 years in a row of the fastest growing companies in the United States. And so I really wanna walk you guys through this, and this is something I call the client attraction model. It's something we've refined over the years, but it really boils down to 3 key things you wanna make sure that you've got in place and that you've got well optimized. The first is your funnel, right? There has to be a process where someone can be exposed to your value, raise their hand, schedule in, and come in pre-positioned to buy. And actually, in a recent video, I unpacked the Ultimate Agency Funnel and walk you in step-by-step detail what that is and how it works. Now, second to that is you wanna build some authority, right? 'Cause if you've got a funnel and people are coming in and they don't already look at you as somebody that knows what they're doing, that understands the niche, that has proven results, you're gonna struggle, right? You're gonna have a high resistance once they finally get on to that meeting link or once you finally got them on the phone. And then the third thing we have to do is we've gotta have flow, right? Once you've got a good funnel and you've got some authority, we need the process to put people into the top of that funnel on a consistent basis. Love to hear from you guys in the comments. As you think about your client attraction system or the way you're landing clients today, where's the deficiency? Like, is it the funnel, the authority, or potentially the flow? Just kinda let me know in the comments. Always good to get a sense of where you guys are at. So, when it comes to the funnel, I'm not gonna spend a ton of time on the funnel aspect because search the Ultimate Agency Funnel and go through the deep dive training where I walk you through this and kinda show you visual examples. But we need a lead magnet, something interesting to our prospects where they can raise their hands and say, "Hey, that sounds good, that sounds interesting, I want that information." Second to that, we need an appointment funnel, which is how they can pick a time on the calendar, get warmed up and come into the meeting pre-positioned to buy. From there, we also want to make sure we've got lead nurture, right? As somebody opts into your world and they schedule in, we want to make sure that there's emails, there's communication, there's things in place that nurture those prospects from they've heard of you to now they're interested in you to they're really kind of knowing who you are. You can develop that know, like, and trust. So that's the funnel piece. Again, we, you know, we've got some great trainings on that. The second piece is authority, right? And you can manufacture and engineer authority for your niche. The fact is, everybody wants to do business with the expert in their type of business, the people that have already got proven results in the industry. And so there's a couple things that we found can really, really amplify your authority and get clients to be like, yep, that's the best of the best, and kind of look at you as the unquestioned expert in the space. So the first Pretty simple, but also time-consuming, would be to do podcasts and webinars. Um, there's two concepts that I like to think of. I like to think of the monthly webinar method, which means every month we do a webinar. This is informational webinar on a specific topic relevant to our niche. So if you follow Plumbing and HVAC SEO, you know just about every month I'll do a different webinar. I'll email it out to the list, I'll put it up on social media, I'll show up live, I'll record it, and then I'll syndicate it, right? And that one activity helps me remain top of mind with our prospect base, right? 'Cause we got people coming into the funnel, they're opting in, they're kind of maybe requesting some piece of information or some content, and then because we're consistent with our webinars and with our nurture, they're seeing me again and again and again. And so this concept is the Monthly Webinar Method. Just do a webinar every single month, promote it out, And you're gonna create great content, you're gonna create goodwill, and you're also gonna create this amazing library of inbound content that prospects can find. Because we're gonna syndicate, we're gonna put it up on YouTube, we're gonna put it onto a podcast, we're gonna maybe put it on SlideShare, right? And so it can be very discovered on an ongoing basis. Now in tandem to that, the other thing I like to do on a monthly basis is podcasting, right? Podcasting is a great authority, positioning thing you can put in place because podcasts, whether it's on iTunes or whether it's on one of the other podcast sharing sites, people like to listen to information while they're driving, in their downtime. And so what's great is podcasts seems complicated, but it's not. It's literally just an audio file that's sitting in some type of storage that can be accessed on your website and on iTunes and all of these different podcast services. So the question is like, what's the best format for podcasting. I found that there's two that I like really, really well. The first is just to take my content that I've already got in my webinars, which typically go 45 minutes to an hour, and load them up. So once a month I've got a new episode that's a long-form piece of information on a very specific topic that the people in my niche find interesting. But the other format that works even better for us in our agency is called the expert interview podcast. And this is just where we find successful people in the industry and we interview them, right? Hey, in our niche, right, in plumbing companies, do you run a million-dollar plumbing company? Tell me a little bit about your business. What services you provide? How do you market yourself? What's working best today? You can have a continuous stream of people in your niche that are willing and excited about sharing their story that your prospects will find extremely interesting. Interesting. So that in and of itself, if you just did that on a consistent basis, committed to do one webinar per month, one expert interview per month, you'd have a consistent stream of new content that will absolutely position you as the authority. The authority, right? You're the person that understands the industry, that has proven results, and is consistently putting information out. Let me know in the comments which of those two do you think you can commit to, or maybe both, right? If you could just do those on a consistent basis. So doing that will absolutely position you as authority. Second to that, two things you can do that will definitely make you the expert, the go-to authority within your space. Number one, publish the book, The Complete Guide to Internet Marketing for your space. We've got The Complete Guide to Internet Marketing for Plumbing and HVAC Contractors, right? It's on Amazon. I've got it in a physical format. I've got a free plus shipping funnel for it. I hand it out at industry events and associations. And because we're the authors in the industry, we wrote the book on internet marketing for the space, we get authority, right? And so the definition of authority is the author, the published expert. And so if you don't have a book, this is something that you should absolutely have high on your priority list to get that expert positioning that you're after. Now I can think kind of going in tandem to that is speaking, right? No doubt when you go to an industry event, an industry conference, The person that's on the stage, the person that's up in the front sharing the information is always looked at as the authority, as the expert, right? And so what's great is if you publish the book, now you can take that book and put it in front of the associations and the groups and the events that are happening and say, "Hey, I'm an expert on this topic. Would you like me to come share on this at your event or at your conference or at your industry meeting?" and it opens up doors to get lots of speaking opportunities. Promise you, if you just do these two things, right, you publish a book, you get it out into the industry, and then you find opportunities to speak at the industry conferences in your niche, you will ultimately absolutely be looked to as an authority, as an expert. And again, the higher your authority, the higher your expert status, the lower sales resistance you have when they're at the bottom of your funnel, when they're meeting with you face-to-face. They're like, "Hey, I already know that you know what you're doing. I know that you've got experience. I know that you understand this industry. It's not like you sell me, it's like how much is this gonna cost and what's included?" This is where you wanna move to in kind of positioning yourself to attract clients instead of you trying to chase them down. Now, the third thing you can do to build authority, and I think this is probably the most powerful, is developing case studies. Case studies and examples of clients you've actually worked with in the industry where you can say, Here's the client, here's where they were when we started, here's where they're at today. Here's the results that we've generated. Anybody can say how good they are, anybody can claim to be the expert in the niche, but it's the people that have proven results, the people that can say, like, here's exactly what we did, here's exactly how we did it, and here's the actual results the client are getting. There's magic in that formula, there's magic. So you should always be thinking about on each client, How do we crush it for this client? How do we knock it out of the park? And then how do we capture the case study? Whether that's interviewing the client, whether that's you explaining it on a video, whether that's you putting that into a PDF, always be looking to document your successes. Because when you're doing consistent content with podcasts and webinars, when you're with a published offer and you're speaking at industry events and conferences, and you've got a consistent flow of case studies, real examples of what you've done for clients in the industry, there's no question you're gonna be the authority. And when you're the authority, not only do you have lower sales resistance, you can charge a premium rate. People are willing to pay top dollar to deal with the experts, the best of the best in their industry. And these 3 strategies will absolutely position you as the authority. Now, little goodie, a little bonus I wanna share with you guys is we've got a training called the Case Study Builder. Um, and if you type in comments here, Case Study Builder, we'll go ahead and send you the link where you can access it. It walks you step by step through how to develop case studies. How do you take that client that you've done great results for and turn that into a case study that you can use to position yourself as the expert? So go ahead and type case study in the comments below and we'll make sure to get that link over to you. So we've talked about the funnel, we've talked about the authority. The next thing we need is flow, right? You could be a super high authority, you could have an amazing funnel, but you know, if you don't have the flow of traffic coming into your world, you're not gonna have the results. Now, there's really 3 things that I'm a fan of to kind of prime the engine and to keep the flow coming in into your client attraction mechanism. The first is cold outreach, right? We wanna have a prospect list with the names, contact details, and information for the prospects that we want to do business with. Right? And if you've got that database of prospects, every time you do a new webinar, every time you do a new podcast, whenever you get a new speaking opportunity, whenever you roll out a case study, you can email that out. You can post about it, and that cold group will start to know, like, and trust you, be exposed to your value. Right? So we need to have a mechanism to get the names, emails, phone numbers and contact details of our ideal prospects. Second, we can run ads, right? Facebook ads, Google ads, other ads that we can run to put our message in front of our ideal prospect. And typically what we're doing with ads is we're running Facebook ads to our very targeted niche, right, that meets our profile, and then we're offering our lead magnet and entering them into our lead funnel. And when they enter the lead funnel, we're nurturing them. We've got a long-term nurture sequence of emails and communication that takes them from I just requested this thing too. I know about this individual. I know about this company. I know about the results that they've gotten. Right? So that's a great play. And then the third is joint ventures and associations. Right? Finding people that already are selling to your ideal clients. That already have the relationships and aligning with them and coming alongside and saying, hey, you know, I've got this book. I'd love to share it with your group. I've got this content, this webinar. I'd love to share it with your group. And find a win-win where either if they bring a client to you as a result of that training, you share the revenue, or maybe it's just 'cause they wanna have great value or great information to share with their group. Joint ventures, I'm a big believer that you're just one powerful joint venture away from a 7-figure digital marketing agency. So be looking for that. And associations, I think this is the most untapped resource that most digital marketing agencies miss, right? If you're gonna go into a niche, plumbing and HVAC companies, and you wanna kinda get your message out in front of them, find the industry associations, the groups that have continuing education, the groups that are meeting on an annual basis, and join that association. Figure out how to get involved, and you're gonna have all of the flow in terms of leads that you need. And so these are the 3 key pillars, right? We wanna have a funnel, we wanna build our authority, And then we've gotta tap into the flow and kinda prime that engine so we've got prospects entering and being exposed to our value on a consistent basis. So I hope this was beneficial. If you got value from this and you got at least one or two takeaways on the Client Attraction Method, what I want you to do is hit the like button, hit the subscribe button if you haven't already subscribed, and share this with another digital marketing agency that could benefit. Now, if you wanna go deeper with this, you want more ideas and strategies on how to really get clients to come to you pre-positioned to buy, um, I'm gonna suggest you go check out our Ultimate Agency Funnel training. So if you go to 7figureagency.com/funnel, we've got a deep dive training that walks you through this Ultimate Agency Funnel and how you can implement it in your agency, get clients to raise their hand, schedule in, come pre-positioned to buy. That's it for today. Again, I hope you got value. Let me know in the comments what your takeaways were. If you have follow-up questions, post that in the comments as well. And stay tuned for other great videos just like this on how to grow your digital marketing agency. Take things to the next level. I'll talk to you soon.