High-value leads in your Digital Agency mean a consistent flow of income, projects, and predictability.
I teach the basics of attracting high-value leads in my free 5A Framework Training. This is a live training we do, usually, once a month focused on lead gen for your digital agency.
Sign for the free lead gen training for free.
You’re sick of dealing with tire kickers and low-value clients. You want high-value leads. You need a way to attract prospects who can drive revenue and help you to scale.
That’s what you’ll get with our “10K Client Pipeline”.
What happens when your agency can’t attract high-value leads?
You get stuck with the time-wasters and the difficult clients.
You know—the clients who constantly demand more from you. They want to get every last drop of service without paying for the privilege.
They also drain you of your energy. Maybe they’re even making you question why you’re doing this in the first place!
It’s time to create a change in your agency.
And here’s the way to do it…
You focus on attracting the high-value prospects that you need to move forward. But before you can do that, we need to dig into the key problems you face in creating that pipeline.
The Problems With Finding High Value Leads
The biggest problem you probably face in your agency right now is that you don’t have enough leads.
More leads = you can be more choosey about who you work with.
The calendar might not have many appointments scheduled and you’re struggling to see where your next batch of leads will come from.
On top of that, you’re human! So you probably hate cold calling. A lot of people in the sales world feel guilty about this.
But the reason you’re not making sales that way is that 99% of society—including me!—think cold calling is about the last thing they want to be doing.
The problem is that you don’t have a system in place right now that eliminates the need for it. You might have to resort to it just to get a few extra leads for your sales team, which doesn’t help your agency in the long run. You’re forced to take those less-than-desirable clients, and the cycle starts all over again.
Finally, you have the issue of not attracting the right types of leads.
How many people are you talking to right now who aren’t serious buyers? They’re window shoppers. Or they don’t have the right budget for your services.
These are the prospects who waste your time. They stop you from focusing on the high-value prospects who can pay for the value that you offer. You need to have fewer tire kickers and more people who can buy.
The Opportunities When You Find High-Value Leads
First, I want to put you in an environment where leads come to you. You’ll have a consistent source of interested people who want you to help them solve problems in their businesses.
I want you to have 3 to 5 appointments on your calendar every week that you feel excited about.
On top of that, I want you to have clients who have budgets. These people have money to spend. They’re not window shoppers who just waste your time. They know that they need help and they’re ready to buy.
I also want you to have clarity.
That means making your next steps super clear, so you know how to market your business to these high-value prospects.
Ultimately, I want you to have a full pipeline of awesome clients. And to help you get to that point, I’m going to show you the key principles of our 10K Client Pipeline.
Principle #1 – Find Your High-Value Niche
The key here is to find and market to a niche that has high-value prospects with market infrastructure. And this niche will drive qualified prospects to your door.
Now, many people think of niching as though it’s a business plan. They think their agency’s whole world will revolve around that niche. And it might come to that one day. But for this, I want you to think about niching on the campaign level.
That means you’re not going to immediately marry your agency to the niche you’ve chosen to pursue. You’ll probably go through a bunch of niches before you land on the right one anyway.
I’ve told people many times that digital agencies are my 13th niche. I’ve gone through many options and angles, but this is the one I’m most passionate about. That may happen for your business one day, but it’s not how you need to think now.
To find your niche, start with the 7% Rule. Companies typically spend about 7% of their revenue on marketing and advertising. So, if my business has $100,000 in revenue, I’m spending about $7,000 per year on marketing. Furthermore, I’m splitting that budget between a range of marketing assets. PR, website, advertising, etc.
Now, I want you to think about that rule in the context of the services you offer. Is a $7,000 client, assuming they invest all of that money in your services, worth your time?
That means you’ve got to look for companies that earn enough revenue to afford you. This is your high-value niche, but you’ve got to dig deeper into it before you start marketing…
Principle #2 – Get in Your Customer’s Head
Start thinking in terms of what your customers care about. Their frustrations, fears, wants, aspirations, and problems are all things that you need to know.
Ask yourself a simple question:
What does your customer want to accomplish online?
Nobody wakes up in the morning and wants to buy a website. Nobody wakes up wanting to pay Facebook for advertising. These things are done because they’re a means to an end.
You’ve got to figure out what’s driving your customers. Typically, it boils down to at least one of the following four things:
Anything you produce should help your customers achieve one of these things. For example, you might help them streamline their marketing so they get more of their time back. Or you create an ad campaign that generates more leads, which results in more money for them.
Figure out what they want and position your service as the solution.
Principle #3 – Upgrade Your Language
Speak about your services in terms that your customers care about. Tie what you do to the outcomes they can get if they work with you.
There’s a great quote from Dave McClure, of 500 Startups, that applies here:
“Customers don’t care about your solution. They care about their problems.”
Nobody cares that you’re a funnel designer or that you build websites. They care about what that service does for them. So, put your service in the context of their lives.
For example, you could say:
“I build websites because I want to help restaurants get more customers, so they can have amazing dinners and connect with their families and friends.”
That’s very different from “I build websites.” If I’m running a restaurant, my ears just perked up upon hearing that. You’ve just told me what you do and why you do it.
When it comes to upgrading your language, that last part is key.
Principle #4 – Build Your Path to Customers
You need to align your marketing to build awareness and attract customers—ultimately leading them to a phone call with you.
To do that, you’ve got to think about the key numbers in your agency. These numbers aren’t the amount of likes or Facebook comments that you get. They’re the number of appointments you’ve got in your calendar or the number of sales you made from the leads you generated.
And to boost these numbers, you’ve got to clear away the obstacles in your customers’ path to you.
There’s this awesome book called Don’t Make Me Think by Steve Krug. It’s about website usability and it’s got the perfect title for this principle. Your client should never have to think about the next step. If they read an article, they should see a clear CTA at the end. If they watch a video, you’ve got to tell them what to do next.
When you clear the path for your clients, the key numbers in your business go up.
Principle #5 – Work Proven Systems, Not Shiny Tactics
Stop getting distracted with the new and shiny marketing that everybody else is doing. You don’t need to feel guilty if you’re not vlogging or Instagramming or Snapchatting every day.
The shiny tactics don’t matter. It’s the systems you build that drive leads.
Think in terms of where you’re getting traffic and awareness for your digital agency. Where is that traffic going? Is it somewhere that’s going to build awareness of the problems you solve? Will it drive conversation or get your prospects to opt into something?
Ask those questions of all of the systems in your agency. Figure out which ones work and focus on those, rather than chasing new tactics.
Build Your Pipeline
Ultimately, the systems you build determine the quality of the leads coming into your agency.
If you’re attracting tire kickers and low-quality leads, there’s something wrong or missing with your systems.
With these five principles, you’ll build a pipeline that attracts high-value clients to your agency.
But you also need to know how to convert those prospects when they come to you. And how to manage more projects once you’ve won those deals!