Land Clients – How to Build SEO Authority
Stand out from your competitors and be the obvious choice for your ideal clients
Our agency’s growth from a small number of seven-figures to multiple seven-figures was made possible by a shift away from chasing prospects and towards what we call “inbound marketing.”
Everything changes when you stop trying to chase people and start getting people to come to your door.
Because they have been exposed to your expertise and seen you as an authority, clients come to you ready to buy.
This will cause your sales resistance to drop.
Cold outreach is an option, particularly in the early stages.
Inbound work is essential if you want to reach the next level.
It makes a huge difference if they call you and say something like:
* “I have seen what you did to help these other plumbers. “I would like to know what you can do for me.”
* “I have read your book.”
* “I attended that webinar and you shared five principles that made sense to my mind”
You can expect a closer ratio of 30% to 50% when they come to see you this way, as opposed to the 10% I recommended for cold outreach.
There will be many appointments, and you can build momentum and steady growth.
This is crucial. This is crucial if you want to reach the next level.
To me, this is the best way to get it working. I aim to have four to five new clients each month.
This is a sweet spot that almost everyone should be able reach.
There are many men who do a lot more, but you can reach seven figures, or $83,000 per monthly.
You will need to book at most 15 to 20 strategy sessions per calendar month.
These are people who have been scheduled for an appointment and are available to help you with your consultative sales process.
In the next chapter, we’ll discuss the appointment process and how to manage those meetings.
You can be the expert, and the script will change for you if you are able to position yourself.
Your business will change if you chase them instead of them chasing after you.
It’s much more fun and easy to run your business.
There are many ways to be a expert, and I’m going to show you some of them:
* 9 assets that will position you as an expert in any niche
* This is my favorite way to do it easily, so you can nurture your existing database as well as keep it growing.
9 Positioning Assets
1. Keynote Presentation
First, create a keynote presentation. This is a brief presentation that explains what someone in the market should do to achieve better online results.
If your target market is pest management, you can make the keynote presentation as “9 things every pest controller company should do to increase leads online.”
Present those nine points – how a website should be ranked, optimized in a certain manner, and so forth.
You record your keynote presentation and make it available to the world. It is uploaded to YouTube and loaded into social media profiles.
You then reach out to the associations and say, “I have this great keynote presentation about how to help pest control guys get better online results.”
If you are going to present to the National Association of your niche, it is important that you can share your presentation with them and show them that you know their space.
This is an important foundational step. Everyone should have at minimum one keynote presentation. This presentation can serve as the foundation for all of your positioning work.
A cheat sheet, or marketing guide could be made. This is basically the same as the presentation. These are the 9 essential steps that every pest control company must follow to maximize their online lead flow.
If you are like me, speaking is what I enjoy most. I also like being on video. You can record your keynote presentation to make your guide. If you prefer writing content, you can create a guide that you can use to create your keynote presentation.
3. Niche-specific Website
An niche-specific website does not include, for instance, “LocalAgency.com”. This would be too general. However, “PestControlMarketing.com” would be a niche-specific website as it narrows in to a specific field of expertise. This website is packed with content that was specifically written and designed for a single niche.
Everyone should have at minimum one key keynote presentation
My website, PlumberSEO.net, is all about how to get better results online as a plumber or HVAC owner. You will find lots of useful information about how to claim these directories, how to get online reviews, and many case studies.
A website is important so that people can think of you and go to your site to find out more.
A niche-specific website is a good idea for your business. If you already have a strong brand, you can also include it in a subsection of your website.
If you are starting from scratch, I would suggest that you create a niche-focused website. PlumberSEO.net. It should be filled with great content about how to rank their website, how to optimize to receive reviews, and how you can leverage page search. It should be a place where people can find great information. This will help you establish yourself as an expert and attract new clients.
You can build authority by using testimonials and case studies.
Good content is a good way to prove your expertise. But, when you are able to show tangible results for people in your niche, you’re the ultimate authority.
As you begin to publish case studies, your expert status increases exponentially.
5. Web-based Training and Webinars
Webinars and video-based training are simply taking your keynote, recording it, and inviting people to view it.
We have a book called How to Triple your Sales by Getting Your Internet Marketing Right For Plumbing and HVAC Contractors.
This is one the most powerful positioning assets we have ever created. Why? Who is the expert, ultimately? The expert can be either the person in front or the author of a book.
You’re an expert if you can claim that you wrote the book about internet marketing in this niche. You can also claim that you are an expert in your niche.
That’s my ideal status. To get speaking opportunities, you can refer to that book.
7. Email Follow-up Sequences
Email sequences allow you to make sure that you follow up with anyone who registers.
Podcasts are a great way to share your thoughts. Expert interviews are the easiest kind of podcast. Everybody loves to hear from people like them.
If you work with hotels, you might consider a podcast in which you interview successful hotel operators once a month.
It has nothing to do your service. It is simply “How did your business grow?” How can you get leads? How can you keep your hotels full?
Ask them seven to eight questions. You’d be amazed at how well that makes you an expert. Even if you’re not interviewing clients.
I’ve got two podcasts. Firstly, I have my “Plumbing & Heating Marketing Show”, where I interview multimillion-dollar plumbing companies across the country. This gives me great positioning.
My “Plumbing & Heating Marketing Podcast” is also available. This podcast allows me to share my ideas and tips.
9. Print the Newsletter
Every month, we send out a printed newsletter to our subscribers.
It comes in the mail. It’s rare for people to receive mail anymore. It’s great to be the expert by consistently showing up in the mail with something you have sent.
These are great strategies to be regarded as an expert.
You can do many things, but they are too difficult for someone who just got started.
Think about this: What are two to three expert positioning items that you don’t have, and that you can do within the next week, or even one?
These are all positioning assets. But I have a fantastic process that I will share with you in a moment. It’s surprisingly easy.
Relationship Building is Key
Inbound marketing does not mean having the right content that makes you an expert. It is also about building a list of prospects who like you and trust you.
I was there when Frank Kern spoke at the GKIC Info-Summit a few years back. One of his key points was:
“The money isn’t just in the list. It’s in its relationship to the list.”
It’s not about having a large number of people to contact, but having a group of people who know, like and trust you.
To build these relationships, you need to create systems and processes. You must also produce quality content on a regular basis in order to make your stuff easily searchable online and maintain your email list.
All the mechanisms we discussed in the previous chapter have been used to build our list. We have joined the association and done our outreach. Then we cold-emailed our prospects. All of this should end up in a database such as Infusionsoft, ActiveCampaign, or Agile CRM.
Here’s the problem: Most agencies fail. The agency has a list of people they have reached once, but it is now sitting there inactive.
The money is not in the list. It’s in the relationship with the list.
How do you build those relationships? These people should be contacted at least twice to three times per week.
Let’s just say that you email your database once per month. With deliverability and attention as high as they are, only one-tenth would see any emails you sent. You must keep in touch with them on a regular basis.
Andrew Cass, in one of our Mastermind sessions was a gamechanger. He stated, “So, you’re selling these plumbers. How often are you emailing? What frequency are you reaching out?” I didn’t know. We do like one email a month.”
He stated, “No momentum will happen with just one email per month.” You have to make these people feel comfortable with you.
They must be valuable-added. To add value, you need to get away from “I’m looking for one person in my area” or “Can I use two to three more per month?”
It’s important to give them useful information. For example, “Here’s how you can set up your plumbing site to rank on page one” or “Here’s three strategies that we found to work well to increase page search results by 10X.”
They must be able to access the content they desire.
It is easy to eat and tastes great.
We need to be in touch with them at least once a month. These interactions should be value-added. Then, we need to nurture the database and offer assistance frequently.
Encourage them to move forward
You need to be clear with them as you give this information, and you are positioning yourself as an expert.
You can expect people to connect the dots if you only create value-added content. But most of the times they won’t.
Help them make the transition from “I gave this great information” into “Now let’s discuss how we can help you.”
It has to be a mutually beneficial relationship between adding value to the business and looking for opportunities to do so.
You will start to notice changes if you do this consistently.
But it’s hard to do it consistently. That’s why I want you to learn one of my favorite shortcut strategies.
Here’s how to get new content every month: The Shortcut
This is the number one way to speed up this process: monthly topical webinars.
Topical webinars are the best way to drive your entire content engine.
This does not mean that I will only present one webinar on a keynote presentation. On a monthly basis, I want to present something fresh and relevant.
Webinars can be a great way of speeding up this process.
1. To grow your inbound database, webinars can be used.
2. Webinars can be used to nurture your list and to move people from “He cold email me” to “He added to my world”.
1. How webinars can help you grow your database
Webinars are a great way to grow your database.
Let’s suppose you host a webinar on how to rank, then you host a webinar on how to get reviews, then you host a webinar on how to set up an online website for pest control companies. You can use all of that content in many places such as:
* Upload it to YouTube
SlideShare the slides
* Share the recordings via social media. You can post on your personal and business pages, as well as in groups you manage. Post to relevant groups in your niche.
* You can post the recording of your webinar to your website as an article.
* Save the audio file as an MP3 file. This is now a podcast episode you can place on iTunes or other podcast sites.
* Transcribe the audio using a service such as Rev and then post it to a blog.
This will allow you to attract people every month into your funnel.
They may see the webinar you just did and find it helpful. Or they can opt in to your mailing list and get access to your content. Then, you can nurture your database by releasing new content each month.
This allows you to make a longer presentation into five or six pieces that all pull people into your funnel.
Let’s suppose I host a webinar about the “5 Ways to Generate Better Online Results”. This might take up to 45 minutes. There are bullets in that content.
* The first bullet might read, “Create a Website That’s Built to Convert”
* The second bullet could be “Optimize your website so it ranks in search engines”
* The third bullet could read, “Put a Strategy in Place To Get Online Review”
There might be two to three more bullets. These little blocks of content can take anywhere from five to seven minutes. Each piece of content can be cut after the fact and loaded up as a separate video.
The webinar concludes with the following: “If you found value in this webinar and would like more ideas or strategies, I have this awesome checklist …,”. You can send them back to my website to download the list.
It worked for me. Initially, it was just one webinar. It was a 1-hour presentation. I then sliced it up several times and started to flood YouTube with great content about marketing a plumbing business online.
It doesn’t take much to automate this process. A virtual assistant can help you with the entire process.
2. How webinars can help you nurture your existing database
Running webinars can help you nurture your existing database. You should contact them at least once per month.
In most cases, you just get the database and rarely touch it. You might send them an email once in a while, but it is essentially a waste.
But, when you begin to run webinars and send them out regularly, it changes everything. Now you interact with them several times per week with value-added information.
You take care of them and offer your services. This is where you can begin to see a steady stream of new clients every month.
You get their attention when you host a live webinar. Now you have an opportunity to email them multiple times and for them to pay attention for a few seconds.
Another reason to email them is a live webinar. Nobody likes to receive multiple emails that say, “Hey, there’s an event coming up. I’m going be talking about how to get you plumbing company ranked number one.”
* Get the invite to the webinar
* The reminder just before
* The replay of the event, “In Case You Missed It “
My experience is that if you don’t have an actual reason to email them, their database will go cold. However, if there’s a valuable reason, you can still be in their inbox often without irritating them.
Continuously adding value to your business
You can create multiple streams of content.
One webinar per month will give you an opportunity to interact with your database 3 times per month – the database that you need nurture. It gives you at most six pieces of content you can distribute on a monthly schedule.
This doesn’t need to be complicated. One webinar can generate a lot more activity than a lot of other webinars.
A webinar per month is enough to drive your entire lead generation and content production.
This is my main marketing activity every month. Each month, I commit to hosting a webinar on a particular topic.
It’s my idea, it’s mine. I go there, I do it. Then, my team syndicates it.
How do I choose the topics for my webinars’ content? This will be my next topic.
Choosing Webinar Topics
What topics should webinars be about? Make sure you only cover topics that are relevant for your prospects.
You are likely a student of the game because you are reading this book. You are a part of webinars and you hear from experts. Most likely, you attend conferences.
You’ll be able to stand out if you combine that information with your niche knowledge. You just need to show up and offer great value.
These are some of the topics that we find most useful:
* Annual Plan
* SEO Formula
* Guide to Google Maps
* How to maximize conversion
* How to be ranked
* How to get reviews online
* How to tap into the social media
You can go on and on. There are many cool topics you could write about, and the more specific to your niche, then the better.
Keep your content current
This is a great trick: once you have an inventory of 10-12 topics, you can simply put a new year at the beginning of each one.
The general SEO Strategy is not what people want to know. They want to learn about the year’s SEO Strategy.
They don’t want information about how to get pay-per-click results. They want to find out what is working in pay-per click results right now.
You can update your webinars by simply making a few changes to your slides. Then you can call it the 2019 version or 2020 version. Now you can be prolific.
It is easy to create 12 webinars. This way you can create a new webinar each month that is of value and interest.
Many of you will find that you can position yourself as an expert by doing only three to four webinars per year. This niche will be your expertise. You will be the expert and clients will find you. There are also opportunities to speak at large conferences where prospects and clients gather.
Although webinars can be very powerful, many people avoid them due to several obstacles. Next, I will discuss the obstacles and how to overcome them.
The Amazing Secret of Webinars
A lot of people who do webinars don’t realize this, I believe, because they spend too much time trying to find the perfect webinar.
* “I would love webinars but I don’t like how I look on camera.”
* “I don’t believe I’m intelligent enough to speak intelligently”
* “I don’t think my slides will look right”
* “I don’t have the right lighting or set-up”
They spend so much time trying to create the perfect webinar that they never actually do it.
This is the bizarre reality that should help people to like this act.
Most people miss the webinar.
You’ll get about 10 people to show up if you send out your webinar invitation to 1,000 people.
Most of them won’t even view the webinar. And, even more important, your best prospect? Who are you truly looking for?
Your webinar will not be attended by the seven-figure business owner who is ready to jump onboard immediately.
The seven-figure business owner who is ready to make the decision and join you immediately – won’t attend your webinar.
They don’t have time. They don’t care so much, but they will register for webinar.
This is the most amazing part. This book is not intended to be a guideline. It’s all about the promotion and participation of the webinar.
You can still make new appointments with qualified prospects if you send them interesting emails that pique their interest enough to say “Wow, I want more information about that topic.”
This is possible if you have a proper appointment funnel system. I’ll show how you do that.
Create an appointment funnel and a shortcut
Webinars were something I enjoyed doing for years. I would promote the webinar, and the “Thank You” page would simply be “Thanks” for signing up. Please mark the date in your calendar.
Then, I would send several emails. I would have people show up and maybe I’d end up with one or two appointments.
That was okay. I would get quite a few appointments, and some of them were converted into sales.
When I realized that my ideal customers signed up for the webinar to learn more about the topic but didn’t have the time, I changed my approach, and my business transformed.
The most important thing I can say about webinars and positioning yourself to be the expert in the field is to offer a way to get an appointment.
This is how you can get qualified appointments, even if they aren’t able to attend the webinar.
These are the steps:
1. Promote the webinar on any topic, e.g. “How to generate leads using local service ads”
2. To register, send them to a landing site.
3. The landing page has a video that says:
“Thanks for signing up for the webinar. It’s going to rock!
You, like many pest control companies, like to know how it works. But you want someone who knows exactly what they are doing.
If this is you, I would love to set up a time for me to talk with you about how I can help you execute this in your business.
4. When you receive your confirmation email, let it be “You have been confirmed, but let us schedule an appointment.”
These can be taken straight after you register for them
Register for the webinar to schedule an appointment.
We started to do that and the number of sales from webinars increased by 10
Most people sign up for webinars, but they never actually attend the webinars. They may want to see the replay but rarely do they.
You can still get their attention when they express an interest and move them to an appointment.
The live webinar is not the best strategy to generate leads and sales from a webinar. It is not the recording of the webinar. After registering for a webinar, they will see the page.
To illustrate, I conducted a webinar about local service ads a few months back. This is pretty common for me. 193 people registered. 58 people completed my pre-assessment forms. There were also 19 scheduled strategy sessions.
When we started doing that, the number of sales we got from our webinars multiplied by 10.
So, here’s what’s important:
• Don’t overthink the webinar
• Don’t overthink the presentation skills
• Promote the webinars
• Get the clients that are interested onto your calendar
That’s a massive insight. Believe me this shortcut is a gamechanger.
This is a very cool hack to get people to schedule appointments right out of the gate.
In addition, if you’ve got capacity and you are doing cold outreach, there’s no reason you can’t call everybody that registered for the webinar. These are pretty warm people. They registered and showed interest, so get them on the phone and have a conversation.
Nevertheless, bear in mind, although 90% of them aren’t going to even sit in on your webinar ever, it’s still a good thing to show up and do your best. This is because some people will attend, and some people will eventually buy from it.
That also forces you to create good content that you can use in other ways.
Who Takes the Appointment?
Of course, once you’ve got the appointment, what happens in the one-on-one is very important. We’ll talk specifically about that in the next chapter.
However, a question I’m often asked is, because I’m the face of the company, does everybody do business with me? Do I handle everything?
People do business with people they know, like and trust – and they want to deal with the expert. And a lot of times there’s a personality tied to that.
So, if they’re seeing me on the slides, they’re seeing me on the website, they’re thinking Josh Nelson is the number one guy in internet marketing.
You might be shocked to know that they come through that process to schedule a one-on-one call and that appointment is taken with my director of business development.
Then, once it’s sold, it goes to an account manager who launches the relationship.
At one stage I thought, “I’m the one on the videos, I’m the one that’s all over the place. They would only want to do business with me.”
However, that is not necessarily the case. Our process has changed over time in this area, and has worked well for us at each stage:
• At first, it was me selling it and it was me launching it
• Then it was me selling it and somebody else launching it
• Then it was me promoting it, somebody else selling it and somebody else launching it
Obviously that process depends on you and the size of your business, but I’d say don’t feel you have to do every stage in the process.
Promoting the Webinar
When it comes to promoting the webinar for maximum impact, again you want to do email but don’t stop there.
If you have the opportunity to send social posts to invite people, that’s great. If you can, run a promoted post, especially to people on your retargeted list so that they know about it. Doing this can create a sense of omnipresence in your prospect’s world.
Don’t forget, you’ve got this database of people that you’re marketing to. There are several ways they can be hearing from you as you promote your webinar:
• You’re in their inbox because you’re emailing them about the webinar that’s coming up and the replay
• They’re seeing you because they like your page on social media
• They get a social message from you or a VA acting as you
• They’re seeing your ad on Facebook about this webinar
Retargeting is a cheap way to remain top of mind with your prospects and get nearly omnipresence, where they feel like you’re everywhere.
However, the reality is that you appear to be everywhere simply because they were on your list or because they were on your website. Retargeting strategically positions you and your promoted webinar with top of mind awareness to your database.
Rinse and Repeat
Once you have a few webinars created plus a process to consistently create them and a strategic way to send them out to your database, then you just rinse and repeat with these 3 steps:
• Roll out new webinars on a consistent basis
• Promote them to your database
• Syndicate them online and via social media
This is the best shortcut to nurture your database, position yourself as the expert, and put out new content on a consistent basis that makes you prolific in pretty much any niche.
Two Types of Learning
Here’s something that’s important as you work through this book and for any type of learning. There are two types of learning:
• “Just-in-case” learning
• “Just-in-time” learning
Just-in-case learning is the worst thing that you can do. That’s like, “Okay, Josh taught me about webinars. So, I’m going to learn how to run a webinar and how to promote a webinar, and I’m going to learn about it just in case someday in the future I do a webinar.”
Let’s face it, we’ve all done just-in-case learning with the best intentions and have never done anything with it. You should move everything you do to just-in-time learning.
Just-in-time learning is, “I’ve got a webinar scheduled for February 17th. It’s in my calendar. I’ve blocked it. Now I need to make sure I get some emails out and I’ve got the webinar coming up, so I’d better set up my slides. I’ve got people registered for this webinar, so I’d better get myself ready to do a webinar.”
Then you hustle and just-in-time – as in, just before the webinar – you know what you’re doing and you pull it off.
If you can get yourself into just-in-time learning, you’ll move everything in your business faster.
Now that you have a steady stream of clients you are going to attract, the next element we’ll look at is mastering the sales process you should follow to close the prospects that are going through your funnel.
Seven Figure Actions
Complete the following steps:
Commit to monthly webinars.
Map out your next three months’ worth of webinars. Over the next three months, what are three webinars that you will conduct?
Block a date in your schedule.