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Digital Marketing Data and How to Optimize Like a Champ

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There’s so much data, from so many different sources, with so many different reporting tools, that you could just drown in reports, attribution, and meetings. With so much noise out there, it’s important that you look at the data in a certain way. There’s important information hidden in the metrics that will help direct your digital marketing strategy.

In this article I’m going to walk you through this technique that I’ve been using for 25 years, called MAA.

Metrics, Analysis, Action

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MAA stands for metrics, analysis, action.

Let me show you how powerful it is when you use this technique on any kind of data set you have. It could be SEO data, website data, email data, conversion data, shopping cart data.

The Data Doc is in…

Think of this as if you are a surgeon in the emergency room. You must follow these three steps.

  • Collect vitals.
  • Diagnose.
  • Treat.

First you collect the vitals. It could be heart rate, blood pressure, respiratory rate, x-rays things like that. These are the numbers that clue you in to the cause of the problem.

The second phase is the diagnosis. In this phase you interpret all the vitals that you collected. Based on the data, you make the determination of a heart attack, broken bone, virus, etc. The key point is that the diagnosis is based on the data.

From that diagnosis, you create the treatment plan. The plan might include surgery, medications, a recovery plan, etc. But the list of things to be done to make the patient healthier is based upon the findings and the diagnosis.

The marketing analytics data you collect leads directly to analysis of the problem. That then leads directly to the action. What I will show you in this article is a number of examples from a variety of digital marketing projects. This works whether you’re working on a large or small project.

Data vs Analytics

Lots of people think that they have analytics because they have Google Analytics installed on their website.

But let me tell you a dirty secret.

There are no analytics in Google Analytics. It’s just Google charts. It should be called Google Chart-Maker.

Marketing analytics is figuring out what’s actually going on. It’s the interpretation of the data. Interpreting the data tells you why sales went up or down. It helps you discover why conversion rates went up or down. Analyzing the data answers questions like:

  • Why did people buy or not buy?
  • Why did a competitor take a certain action?
  • Where are we losing customers along the customer journey?
  • Is our content hitting or missing with our customers?

Analytics is more than making charts and collecting data. And action is the next step after marketing analytics.

The way we see it, if you are not taking action based on the analytics, which was based on the data, then whatever you’re doing is random.

Returning to our analogy, not everyone should take the same pill. If you’ve got a broken bone, you shouldn’t take the same medication as someone who has a headache. So the action that you take, the optimization, should be contingent upon the analysis, which should go straight back to the data that you gathered.

Most people make the mistake of just trying to look at lots of data. This Metrics Analysis Action framework is the easiest way to figure out what you really need to do versus what’s noisy.

MAA Framework Case Study: Ecommerce

If you are in ecommerce, lead gen, or any kind of performance marketing, then you’re going to start with the action, mapped back to the analysis, and back to the metrics.

Because the actions are all the things that you could do.

So make a list of the things that you could do.

  • You can play with the website.
  • You can change your budgets.
  • You can change ads.
  • You can optimize creatives.
  • You can work with influencers.
  • You can buy another tool.
  • You can change bids.

Think of all the actions that you could take. Start with the end in mind.

Once you decide on the action, look for the trigger. In other words, when analyzing the data, what diagnosis will cause you to take that prescribed action?

That’s where you have automated rules on Google, Facebook, or Shopify. Wherever you’re looking at data, you can set up these rules.

For example, if your cost per acquisition goes above $50, then turn the ad set off. If someone leaves a positive review on Yelp, then reach out to them to say thank you.

So if a certain thing happens, then here’s the particular action.

Then there’s a limited number of things that you could do, so you don’t have to look at everything. And then if you need to determine if that triggering condition is true, then what data do you need?

Data, Analytics, and Attribution

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On the far left of this image, we have plumbing. Plumbing is collecting the data from different tags in tag manager, UTM parameters, pixels that are firing, and other events inside an app.

These are the things that people are doing. For example, opening an email. When that happens, you get plenty of email marketing data. But the data doesn’t mean anything unless you can tie it to a goal.

How do you tie data to a goal?

Here’s a lifetime value example…

Seeds of Life sells flowers to people who’ve experienced the death of a loved one. The lifetime value (LTV) of a customer is $150. What can they do to increase the LTV?

They might offer a referral bonus, free shipping for orders over a hundred dollars, etc. Their goals, checked against the marketing analytics, will determine the direction of their next marketing campaign.

The important thing is to define the goals and measure them against the data. If the data doesn’t tie to the achievement of a particular goal, then you have to ask, “why are we even collecting that data?”

We’re not searching for a needle in a haystack, here. Although, that’s what most people do with their reporting.

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Most people log into Google analytics, or whatever they use to pull in all the data from all the different places. And then they just hunt and peck and wander around and look for interesting things.

They look at the data then filter down to this date for that particular segment and this part of the country. It’s like the lotto, like the power ball where you choose six random balls to try to win the million dollar jackpot.

You want to have your goals before you figure out the plumbing.

Don’t Make the Same Mistakes with Analytics

Large and small companies make the same mistakes. They tend to go after impressions or click through rate or secondary metrics when the primary metric, the business goal, is more important than a diagnostic, secondary metric.

I love looking at cost per mille, or CPM, in advertising. For example, how much are you paying per thousand impressions? What is the trigger or check engine light, to let you know whether the algorithm is penalizing you for having a low click through rate, low quality score, low relevance score, etc.

Analyzing a marketing campaign in this way may show that something else is wrong.

Please don’t make the same mistake thinking that a secondary metric like click through rate, cost per click, quality score, or CPM is more important than the main business metric.

Profit, lifetime value, or cost of acquisition should be the goals that tie to your content and targeting.

Plumbing, Goals, Content, Targeting, Amplification, Optimization…

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Here’s an example (above) of a marketing campaign we ran for our friend, Brennan.

At the very top are the financial metrics, specifically profit. There’s some kind of margin with or without cost of goods and services or overhead.

Then we have revenue minus costs.

Revenue is driven by factors like conversion rate, LTV, and how well you use things like recency and frequency to increase revenue.

Then there’s costs: people costs, ad costs, software costs, other kinds of costs.

On the revenue side, units (high price vs low price) multiplied by volume (clicks and/or conversion rate) is your revenue.

On the cost side, let’s say you run all your digital marketing campaigns on a cost per click basis. You can break that down to different fixed and variable costs. So we know if we double the number of clicks we’re buying from Google, we’re going to pay twice as much. Multiply the cost by the number of clicks you get for the overall cost of that campaign.

This decomposition pyramid helps you figure out the data you need to collect using secondary diagnostic metrics.

Start to think about how those different metrics will help you uncover the main issue to focus on right now.

MAA Framework: Case Study

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Let’s look at how this actually applies when you’re looking at tabular data.

In this example (above), we’re looking at a lot of information. There are 132 ad sets here. That means we have all this information for 132 projects…

  • Data
  • Campaigns
  • Ads
  • Landing pages
  • Messages

This happens to be a set of Facebook campaigns, but it could easily be any social media platform or other traffic source.

We use a concept called “Top N” to select a manageable number of ad sets to work with. Why? Because it’s intimidating to try and look at ALL of them to diagnose the problem or issue.

You don’t have time to look at every single keyword, creative, or landing page. The idea of Top N is to look at the top, best- or worst-performing ad sets and ignore the rest. This is just another way of using the 80/20 rule or prioritizing your work.

I find that when you use the Top N technique on any large dataset you can quickly zero in on the most important thing.

In this case, we can see that this very first ad spent $10,000 out of $43,000. That means 25% of all of the money being spent is inside that one ad out of the 132 ads total.

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Look a little more closely and you’ll see the top five already account for 60% of the total spend.

That’s not uncommon. In lots of cases the top three to five ads will account for about half of your ad spend.

Applying the Top N Method

I like to start by doing Top N on spend, because that’s where I can identify a “bleeder” (a high-spend ad with very low return).

Then I look at what drove the most revenue or had the highest number of conversions. Because then I can find where the winners are.

Then I look at clicks, leads, or other metrics that are important to the business.

Using this method, I kill the losing ads and amplify the winning ads.

Let’s say you were to sort just by conversions or revenue. If you do that, then you could have an ad that’s wasting lots of money that doesn’t make it into the top four or five for your most important metrics.

So I use Top N for three or four metrics in succession. Each time it reorders the ad sets or ads or creatives or whatever it is that you’re looking at.

You can use this method to determine ad performance in just three minutes.

Find and Fix the Issue

If something’s out of whack, it could require a big change or it could be something wrong with the tracking.

It could be iOS 14, or the pixel wasn’t on that landing page. It could be the data didn’t come through and it’s delayed. There’s all kinds of things that could play into why numbers aren’t adding up.

A lot of people freak out when sales are way down. Understandable. But many times it’s because of some silly issue. So before you pull the fire alarm, just think, does that really make sense?

I like this particular ad here.

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There’s no way we spent this amount of money with no return. So we know there’s an issue. And we know with social media platforms like TikTok, Twitter, and Facebook, their systems often will not show data.

We know that because of the iOS 14 update, impressions and clicks are reported on different frequencies. So you might see a bunch of spend show up before the conversions show up or vice versa.

Make sure it’s statistically significant. Also make sure that you have enough data, so you don’t jump to any conclusions.

We’ve seen these systems spiral out of control. For example, let’s say you decide to reduce the bid amount on a marketing channel when the ROI falls below a certain amount. That seems logical. But if you’re only looking at revenue, not conversions, you might kill off a marketing campaign that was actually working quite well.

Imagine if it all boiled down to a hiccup in the data that caused the downward spiral. Not good. So be careful about that.

Now, if you see that a metric is out of whack and the data looks good, then ask yourself why that campaign isn’t performing as well.

Data and Instinct for the Win

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Don’t let everything you do be completely automated and dependent upon rules. A successful marketing strategy requires a human touch.

Don’t set so many rules that the software automatically terminates your ads.

Instead, take a moment to look at how far out of bounds the ad performance is. It could be that you launched a new campaign and you’re doing an AB test or some kind of split test. The winner stays on and continues to win, even when other ads are losing, because you’re trying to find another winner to take its place.

If the cost per acquisition is high, then you can break that down using the metrics decomposition pyramid.

For example, the cost per acquisition will double if:

  • the conversion rate is cut in half and the cost per click is the same
  • the cost per click doubles and the conversion rate is the same

The cost per acquisition remains the same if either factor doubles while the other one is cut in half.

Always look at your marketing analytics when the cost per conversion goes up. Determine whether it’s because of the cost per click or the conversion rate.

When you run ads using objective-based bidding you don’t have to worry as much about cost per click, click through rate, or conversion rate because the artificial intelligence behind the ad platform is going to seek your target metric.

If the target metric is out of whack, you can decompose it into the underlying metrics.

That’s true for organic traffic. But it’s not as true for paid traffic because the systems are getting smarter and can optimize for the objective you set. Either way you should still look.

Balancing Metrics

This method gets you to look at metrics that matter according to our business goals. It gets you to think about and analyze why the data might be good or bad. And it gets you to outline the actions you’re going to take when goals aren’t being met. Over time you’ll find that the same pairing of metrics change alongside each other. So let’s talk about what these balancing metrics are.

One company we were working with was spending a hundred thousand dollars a month on advertising. When they were unhappy with the return, the analyst on the project adjusted the Google ad campaign. All of a sudden the cost per conversion dropped from $20 per lead to $7 per lead.

But I wanted to know how and why it dropped so dramatically. I found out that this person went into the Google ads campaign and turned off all the campaigns except for the brand search terms. Of course it was going to convert super well!

But the balancing metric was volume. When the analyst “fixed” the cost per conversion, the number of leads dropped from 5,000 leads a month to maybe a thousand leads a month.

The key takeaway here is that if you optimize one metric blindly, you can fool yourself into thinking everything is better when in reality another metric took a nosedive.

Analyzing Like a Scientist, but NOT a Rocket Scientist

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Metrics don’t matter, unless there’s a clear analysis that can come from the information. Remember, you’re seeking a diagnosis.

Think like a surgeon or scientist. Start with a hypothesis. If a certain thing happens, what will you do to correct it and what outcome do you expect? If there’s no potential action based on some metric, there’s no need to gather the metrics.

I see companies spend most of their efforts collecting data. No one even knows why they’re using the data. Be strategic and ask, “what are we doing with this data? Is there some meaningful action we’re going to take?”

Maybe there’s another metric that would measure the goal better.

The point of analytics is to figure out whether something is worthwhile. Most of the data you thought was important, doesn’t even matter.

I’ll give you one example. Our client was a large company, but this works for small companies, too.

We were working with an airline, taking one database and matching it against another. They wanted to know things like whether a customer that goes skiing has kids and what their income was.

They wanted predictive models to uncover which customers would be most likely to sign up for their credit card or buy flowers or upgrade or travel to new destinations.

We went all in on the idea that more data is better. After all the time and money spent on sophisticated data models, what we found was that the best predictor of people flying more was past purchase behavior. Not a surprise, right?

In this case, purchase behavior predicted purchase behavior. And the fact that they drove a station wagon, or liked to eat Haagen-Dazs ice cream, might be interesting but it had very little impact on their flying behavior.

Moral of the story, you might find that the most obvious thing is the best place to start optimizing in your business as well. Start thinking about what kind of “if-then” logic you can implement. And don’t dismiss the really simple idea just because it’s simple.

The MAA Framework is Not Just for Advertising

Collecting data allows you to put if-then sequences in place across your business. In Google and Facebook you can set up automated rules using if-then logic. For example, one might be for conversions. If conversions fall below a certain number, then an automated action would be taken or an alert might be sent to whoever’s in charge of that area to let them know there is something that needs their attention.

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Here is a table of common if-then scenarios we’ve come across. Start small by looking at just a few of these things.

You’ll find a lot of value when you look at the patterns. For example, look at posts with the highest engagement versus posts with the lowest engagement. What can you learn? What do the high-engagement posts have in common? Is there a cross-over with the low-engagement posts?

Don’t spend all your time messing around inside the tools. Even Google’s head of analytics said that 90% of every dollar you spend on analytics should be on people and 10% should be on the tools.

We see a lot of businesses do the opposite. They spend 90% on tools and 10% on people. The hard truth is, the most sophisticated tools are useless without someone who knows how to make sense of the numbers.

To ensure success, set the framework in place. Make it clear that everyone is accountable for the results.

Summary

I hope the metrics, analysis, action framework I’ve just introduced you to encourages you. Data and analytics aren’t really that technical. You don’t have to collect a ton of data, build regression models, or feed your AI any recipes.

Customers buy this over that. It’s not math. It’s not huge databases. It’s not engineering.

The MAA framework is all about understanding the numbers in the context of business performance and goals. Tracking metrics should always begin with the business strategy in mind. 


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7 Things Creators Should Know About Marketing Their Book

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7 Things Creators Should Know About Marketing Their Book

Writing a book is a gargantuan task, and reaching the finish line is a feat equal to summiting a mountain.

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Being position-less secures a marketer’s position for a lifetime

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Optimove Positionless Marketer Optimove

On March 20, 2024, the Position-less Marketer was introduced on MarTech.org and my keynote address at Optimove’s user conference.

Since that initial announcement, we have introduced the term “Position-less Marketer” to hundreds of leading marketing executives and learned that readers and the audience interpreted it in several ways. This article will document a few of those interpretations and clarify what “position-less” means regarding marketing prowess.

As a reminder, data analytics and AI, integrated marketing platforms, automation and more make the Position-less Marketer possible. Plus, new generative AI tools like ChatGPT, Canna-GPT, Github, Copilot and DALL-E offer human access to powerful new capabilities that generate computer code, images, songs and videos, respectively, with human guidance.

Position-less Marketer does not mean a marketer without a role; quite the opposite

Speaking with a senior-level marketer at a global retailer, their first interpretation may be a marketer without a role/position. This was a first-glance definition from more than 60% of the marketers who first heard the term. But on hearing the story and relating it to “be position-less” in other professions, including music and sports, most understood it as a multidimensional marketer — or, as we noted, realizing your multipotentiality. 

One executive said, phrasing position-less in a way that clarified it for me was “unlocking your multidimensionality.” She said, “I like this phrase immensely.” In reality, the word we used was “multipotentiality,” and the fact that she landed on multidimensionality is correct. As we noted, you can do more than one thing.

The other 40% of marketing executives did think of the “Position-less Marketer” as a marketing professional who is not confined or defined by traditional marketing roles or boundaries. In that sense, they are not focused only on branding or digital marketing; instead, they are versatile and agile enough to adjust to the new conditions created by the tools that new technology has to offer. As a result, the Position-less Marketer should be comfortable working across channels, platforms and strategies, integrating different approaches to achieve marketing goals effectively.

Navigating the spectrum: Balancing specialization and Position-less Marketing

Some of the most in-depth feedback came from data analytic experts from consulting firms and Chief Marketing Officers who took a more holistic view.

Most discussions of the “Position-less Marketer” concept began with a nuanced perspective on the dichotomy between entrepreneurial companies and large enterprises.

They noted that entrepreneurial companies are agile and innovative, but lack scalability and efficiency. Conversely, large enterprises excel at execution but struggle with innovation due to rigid processes.

Drawing parallels, many related this to marketing functionality, with specialists excelling in their domain, but needing a more holistic perspective and Position-less Marketers having a broader understanding but needing deep expertise.

Some argued that neither extreme is ideal and emphasized the importance of balancing specialization and generalization based on the company’s growth stage and competitive landscape.

They highlight the need for leaders to protect processes while fostering innovation, citing Steve Jobs’ approach of creating separate teams to drive innovation within Apple. They stress the significance of breaking down silos and encouraging collaboration across functions, even if it means challenging existing paradigms.

Ultimately, these experts recommended adopting a Position-less Marketing approach as a competitive advantage in today’s landscape, where tight specialization is common. They suggest that by connecting dots across different functions, companies can offer unique value to customers. However, they caution against viewing generalization as an absolute solution, emphasizing the importance of context and competitive positioning.

These marketing leaders advocate for a balanced marketing approach that leverages specialization and generalization to drive innovation and competitive advantage while acknowledging the need to adapt strategies based on industry dynamics and competitive positioning.

Be position-less, but not too position-less — realize your multipotentiality

This supports what was noted in the March 20th article: to be position-less, but not too position-less. When we realize our multipotentiality and multidimensionality, we excel as humans. AI becomes an augmentation.

But just because you can individually execute on all cylinders in marketing and perform data analytics, writing, graphics and more from your desktop does not mean you should.

Learn when being position-less is best for the organization and when it isn’t. Just because you can write copy with ChatGPT does not mean you will write with the same skill and finesse as a professional copywriter. So be position-less, but not too position-less.

Position-less vs. being pigeonholed

At the same time, if you are a manager, do not pigeonhole people. Let them spread their wings using today’s latest AI tools for human augmentation.

For managers, finding the right balance between guiding marketing pros to be position-less and, at other times, holding their position as specialists and bringing in specialists from different marketing disciplines will take a lot of work. We are at the beginning of this new era. However, working toward the right balance is a step forward in a new world where humans and AI work hand-in-hand to optimize marketing teams.

We are at a pivot point for the marketing profession. Those who can be position-less and managers who can optimize teams with flawless position-less execution will secure their position for a lifetime.

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Profit More, Work Less: 4 Steps to Niching Down For Your Agency

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Profit More, Work Less: 4 Steps to Niching Down For Your Agency

Profit More Work Less 4 Steps to Niching Down For

Ever wonder what the most successful agencies did differently than everyone else?

Was it luck, skill, hard work, the industry they chose, or something else?

Through my consulting work at Revenue Boost, I’ve worked with and taught over 400+ agencies how to scale their business.

From this, I’ve seen consistent patterns & traits in the ones who grow effortlessly…

Versus the ones who stay stuck for years – no matter how hard they work.

One key difference in approach stuck out to me.

I’ll illustrate what this one difference was with a story.

Once upon a time…

Two marketers graduated from business school with big plans to start their own agency. 

Ready to conquer the world, they started cold calling, cold emailing, and doing everything under the sun to get clients.

And although they had the SAME levels of work ethic and talent…

One of them now has an 8-figure agency.

The other one of them is still freelancing odd jobs, barely making ends meet.

What did the successful one do differently?

He took a big risk and started turning down clients and projects.

Instead of offering everything to everyone, like most agency owners…

And being a jack of all trades but a master of none…

He decided only to serve Plumbers and be the best dang’ plumbing marketer on the planet.

With a goal to make their pipeline fuller than a broken toilet pipe.

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He mastered the art of niching down and realized it would be easier to be the biggest fish in a small pond.

And you should too – and in this article, you’ll learn exactly how to define your own niche.

Now it may seem scary to turn down clients…and it may feel like you’re limiting yourself by focusing on only one client-type.

But it’s exactly the opposite. You’re actually limiting yourself by being everything for everybody.

Niching Down Can Help 2x-3x Your Revenues

One of my clients Lauren ran a digital agency offering everything under the sun.

Social media, paid ads, web dev, SEO, and she offered it to clients from many different industries.

Because of this, her agency stayed stuck at $25,000 a month and she couldn’t break through.

On top of that, she and her team worked so much harder than they had to and operations were messy.

Every client needed different things, required customization, and nothing was standardized.

We sat together to audit all her past clients, and we found that Medical practices were her best clients.

They were easy to sell, stayed the longest, and gave her the least amount of headaches and complaints.

So, she changed her entire business model to ONLY service this industry.

Then, she developed a standardized offer for that industry, rather than customizing everything.

One offer, to one target market. Afterwards, she started cold emailing businesses in her niche with her new offer.

The Results?

 She 2X’d her revenues and grew to $52,000 in monthly revenue in not even four months time.

All from making one simple shift. One decision that can make everything easier, and you can do the same.

See, most agency owners and marketers start out with one or two clients, and then they get referred new clients from various industries.

Before they know it, they’re marketing everything for everyone and have NO idea who their ideal client is.

The Problem with Running a Business This Way Is That It Becomes Impossible to Scale.

Every single new client requires a ton of research, thought, and brainpower.

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Because each new client has different needs, it leads to having no standardized processes and systems.

Which keeps the founder stuck in the business and unable to hire a team.

The other problem that arises is acquisition.

There are hundreds of thousands of agencies on the planet, and it’s really hard to stand out.

UNLESS you specialize.

When you specialize in a niche – let’s say, SEO for plumbers…

Then you aren’t competing with every other agency on the planet. You don’t look and sound just like them anymore.

Now, you’ve created your own tiny pond in which you can be a big fish.

There are way fewer agencies that specialize in plumbers or SEO, let alone both. So, you’ve eliminated the competition with one decision.

If a plumber was looking at two agencies – one that was a general digital agency and one that specializes in helping plumbers…

They almost always choose the agency that specializes in their industry and has testimonials from people just like them.

Not to mention, it’s easier to market when you have a clear niche in mind.

You know who you’re writing your content for…

You know who to send emails and social media DMs too…

You know exactly who to target in your ads….

You know what podcasts you should get booked on

And so on and so on.

Plus, you can charge whatever prices you want. Because you aren’t compared to the hundreds of thousands of agencies out there – you have a unique offer now.

Committing to one niche makes marketing easier, it makes selling easier, and it makes scaling easier.

You only have to be good at doing 1 thing for 1 person, and you can build systems and processes around it. This way, you can hire a team to take it over and be able to work less.

Profit More Work Less 4 Steps to Niching Down ForProfit More Work Less 4 Steps to Niching Down For

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At Last, You’ll Have A Powerful Analytics Dashboard That Will Help You Make Smart Business Decisions

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Now how do you do it? What if you don’t know who your ideal client is?

Step 1: Audit Your Current + Past Client List.

Write down every single client you’ve ever served, and group them by niche. Industry, location, size and so on.

Once you group them together, one niche might stick out for you already as your favorite type of client.

If it doesn’t, use my 7-Point checklist and rank each niche on a 1-5 scale.

These 7 criteria points are what makes a great niche.

#1 – Total Addressable Market:

How many businesses are in this market? Is it large enough to support your bigger goals? Is the market shrinking or growing? Make sure the niche is big enough for you and that it’s not declining.

#2 – Purchasing Power

Is this market (or at least a segment of it) able to afford what you want to charge?

Think back to if you’ve received a lot of pricing objections when you’ve sold to these people in the past.

#3 – Lifetime Value

How long did these clients stay? Were they one-and-done projects or did they stay with me for eternity?

The bigger the life-time value, the more money and time you can spend to acquire a client.

If the niche typically churns in a few months or only works with you for quick, one-off projects…

Then you’ll have to spend so much energy on sales and marketing to keep the business alive.

#4 – Strong Need & Pain

Does this market have an important problem to solve, one that they have to fix? Or, is what you sell just a “nice to have”?

If the latter, it’s going to be very hard to get clients.

If they can’t live without your solution, then getting clients will be a breeze.

#5 – Desire to Solve that Pain

It’s one thing for a market to have a problem, but they must also have a desire to solve that problem.

Even if they have the need that you fulfill, that’s not enough – they also have to care about fulfilling that need.

#6 – Easy to Reach

Is the market fairly easy to find online? Can you reach them via most advertising platforms and social channels? Are their groups and communities online?

If you’re targeting businesses that are hard to reach online, you’re creating one extra barrier to your success.

Step 2: Choose 1 Niche After Ranking Each of Your Past Clients.

1716128763 995 Profit More Work Less 4 Steps to Niching Down For1716128763 995 Profit More Work Less 4 Steps to Niching Down For

Tally up all the rankings and pick the 1 with the highest score.

Don’t worry about making the wrong decision.

Consider this an experiment.

You aren’t married to your new niche, you can always change back in a few months if it doesn’t work out.

Step 3: Create a Pre-Packaged Offer for Your New Niche

The whole point of niching down is to create more focus and simplicity in your business

Part of this is about WHO you sell, part of this is about WHAT you sell them.

Start out by choosing 1 problem to solve for them, and 1 solution to that problem.

List out what the deliverables will be and what you want to charge.

Keep it simple! You can build upon this later.

Step 4: Test the Waters and Go Land 5 New Clients.

Before you make any drastic changes to your business, such as letting go of clients, changing your branding and website…

Test the waters first, and verify if this new niche is the direction you want to go.

Go land another 5 clients or so, and that’ll be enough to identify if these are really our ideal clients or not.

You might think they are at first but you’ll know for sure once you serve more of them.

Wrapping Up…

You know now the problems of being a jack-of-all-trades with no clear focus.

Every new client is a ton of work and requires customization…

And getting new clients is difficult because there’s nothing that stands out about your agency. You’ll look and sound like everyone else.

This means when you do niche down, and sell 1 offer to 1 target market…

Your workload will decrease. Each new client will be easier to serve than the previous one.

You’ll become world-class at helping your clients from all the focused repetition

You’ll quickly develop a reputation and become a big fish in a small pond.

In every way, it’ll become easier to grow, scale, attract, and retain clients.

Plus, you’ll have more fun and the business will be simpler & easier to run.

And with this knowledge…

You’ve learned the 5 simple steps to niching down.

So…

Time to get to work!

Put this into practice and watch it transform your business.


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