Leverage: How to Expand Your Offerings Without Adding More Staff
It is a bold claim and 100% true for those ready to put in the work. If everyone were willing to do it they would. This will not be easy. It will require telling the truth. Before you go 10X anything, you want to know what you are going to have 10X of. If it is more of the past, stop reading. If you think this is going to be a quick fix and answer to all your problems, stop reading. This is not for you. This article is for the novice and veteran digital marketers who are willing to put the work in. Start thinking about leverage.
What Digital Marketing is not
Just because you know a bit of HTML, have created a blog, an image or learned how to follow the instructions on an SEO plugin doesn’t make you a digital marketer. Just because you have a university degree in marketing and took a semester in digital media doesn’t make you a digital marketer. Digital is to imply media on the internet (a vehicle) and marketing, in the most generic sense, is the language you decide to speak to woo and connect with your prospective date. Business is not business; it is relationships. Your customers do not care what wiz-bang widgets you are using. They care about the result it will give them and how they have decided that will make them feel. Most people in business and ‘marketers’ do not get it is RELATIONSHIPS. All that matters is how you tap into the perception of the customer. When all of your consumers speak English, it doesn’t make sense to get the latest Japanese app because it has a 5-stars. They will not understand (unless you happen to speak Japanese like yours truly). In short, business is relationships and marketing is the way you decide to communicate your intentions in that relationship.
“Digital marketing is not setting up a social media ad campaign, sending it to a landing page and measuring conversion rates.”
Remember Your First Love
When you were between 5 -7 years of age, did you intend for your life to be the way it is now? Are you really living your dreams and aspirations as an expression of who you are on a daily basis? What drew you to be a digital marketer? Answering these questions can give you clues to if you giving and receiving 10X more business is such a good idea. If you only did it for money because you thought it could be lucrative, do something else. Your clients are not your bank. They are people who are counting on you for a result they want for their life. They do not purchase SEO, adverts, CRO and your other services because they have nothing better to do. They do it because they believe they have a message worth sharing that will make a difference to the planet if only they could be heard. Is that too idealistic to fathom? Remember your first love…. for whatever reason, you became a digital marketer, why was that important to you? What was beneath that? What was the catalyst that caused you to believe that? Is it true? Does your life and how you think, feel and contribute to your community make the planet a better place. It is similar to being pregnant. You are or you are not. Your passion and feelings are the first ingredients to 10X abundance in your digital agency. You will go nowhere without enthusiasm and purpose. Try having a Bugatti Veyron without petrol. It looks nice and is a powerful vehicle and will only collect dust until you fuel it. Your business and your life are the same without passion, purpose and enthusiasm.
Woo Your Clients
If you’re still here, congratulations, you got the memo. You can not ‘work’ for 10X. This admonition is really about how to BE 10X! What happened the last time you gave your significant other flowers or took them to dinner or any other surprise you knew would make a difference to them because it communicated your affinity for them? They felt validated. If you did something that saved them time, you received even more points. Why would your clients be any different? Have you taken the time to get to know all of your clients? Do you know their birthdays? Do you give them a random call to check in and find out how their family is – how their business is going or what else is happening in their life? They are not just business owners. Running a business is just the underwear they put on; they are people. When you have a system in place that supports you doing this, it creates magic because you get to find things out about your clients you would never have known if you were not curious. When was the last time you did an audit on your client’s account? Do they have SEO with you and need more copy? Have you offered them content writing services? Do they also need backlinks? What other services do you know you can offer that would make a profound difference to the results of their site with you? Have you created a relationship with someone in one of your networks and sent your client a referral? Woo Your Clients. When you stop being ‘nice’ and stop having ‘business foreplay,’ your relationship is going down. As you know, it is financially more economical, efficient and lucrative to keep a client you already have happy than it is to find new ones.
The One Thing
If you had to guess about the one thing that would make the most significant difference in the results of your business, what would it be? Is it the way you treat yourself? Could it be your self-talk? What about the way you treat your colleagues, suppliers and other external stakeholders? Do they know you appreciate them? Do you need to focus on being an excellent spouse or partner to your loved one? The quality of your relationships affects your professional performance.
What is the one thing that you could focus on that would make the biggest impact on the results in your business? Ask your co-workers or an advocate that is close to you. Ask someone who will tell you the truth even if they know it will hurt your feelings. Is there something you are afraid of so you avoid it? You already have the answer. You have always known that you are more than the sum of your thoughts and feelings. You are more than your actions. As you come to the understanding of that, you will start to feel that you can produce even more than a 10X result in your business (and life).
Maybe you thought you were going to get a secret list or information that only those who are in the ‘know’ have and refuse to share. This is a wake-up call. Start living your life as something bigger than what you think and feel you are. Your results will overflow the more you come from nothing and start being the result. What does it look like to be a 10X performer? Who do you know that embodies 10X flow that you could model? Here are the three things they are doing consistently:
- Being true to self with exceptional appreciation:
When you jump out of bed, excited to go to ‘work,’ with a smile on your face and enthusiasm flowing from your pores, you know you are in your flow. This is a magical place where everything is created from a single thought and is full of light and ease. You appreciate your everything because you have taken ownership of creating all that you can perceive. Your self-talk is constantly nurturing and curious. You do not have to be all things to everyone. Just focus on what you love. Niche your agency to the industry you already have an affinity for and congruence with.
- Extending Self
Look in the mirror. What are you deciding to see? Now see that in everyone around you. See that in everything around you. As you start to expand self, you cannot help but to expand Love. How did you feel the last time you interacted with someone who you knew and could feel cherished and loved you? As you expand yourself, you can not help looking for more an more opportunities to ‘Woo’ your customer because they are you!
- Get into massive action:
Not massive thinking; keep doing the one thing that make a difference to your x10 over and over. Only focus on that. Ignore all other distractions that would keep you from being what you really are for yourself and your customers. Your relentless passion, focus and discipline to your first Love is both contagious and inspirational. Your customers will be compelled to stay with you and new people will be attracted to your vision.
When your mind and heart are congruent, everything else works and is in harmony. To leverage yourself, the top performing digital agencies on the planet use the following combination of tools:
- Online business automation – Customer Relationship Management (CRM) software.
This is the traffic cop of relationships. The more mastery your agency develops in leveraging your CRM, the greater depth of service and value you are able to anticipate and deliver to your customer. Additionally, if your agency is not already doing it, start offering online business automation for your customers.
- Wholesale / White label Digital Services – This is an affordable way of saving time, revenue, and resources. It also exponentially increases your ROI and profitability. The more robust white label digital agencies offer a net surplus return for their VIP clients. Wholesalers tend to have excess technical and soft assets virtually and physically connected which collaboratively deliver on any digital solutions. Using white label digital agencies means you can service more customers with a greater depth of value, with less effort and time expenditure on your part.
- Advocate, Business Coach, and or Mentor
It is imperative to leverage the understanding, wisdom and good will of those who have already done ‘it’ and are happy to be an accountability champion. Your advocate will also guide you to niche. Focus on what you truly love instead of being a jack-of-all, master or none. Without this critical ingredient, it is similar to walking from Sydney to Perth when flying in a plane would be more efficient.
I would love to hear from you what 10X means for your digital agency or business. Leveraging the elements shared in a systemic way means more value for your clients and abundance for you. It is truly a win-win-win.