Ultimate Guide to Local Marketing from Duct Tape Marketing


Over the years I’ve worked with a lot of consultants and coaches teaching them how to market their businesses. I’ve spent twenty-five years learning how to build my marketing consulting and coaching business and even developed a network of independent marketing consultants and taught them how to build their businesses.

Many businesses, even those that don’t call what they do consulting or coaching offer consulting in the form of services or information. Below are steps that I believe are the essential elements needed to build any coaching, consulting or service related business.

Develop a Problem Solving Point of View

As business owners and marketers are so in tune with this idea of promoting what we do and talking about our solutions, but until a prospect or a client understands that we understand the problems that they’re trying to solve, I don’t think we can make any kind of connection to the solutions.

Turn Your Services Into Packages

Selling services is a lot like selling air. Make your offerings more product-like so that your customers have something tangible to grab onto. Putting a strategy in place to turn your services into products will take time and effort, but once complete, the rewards will start funnel in.

Create a System and Methodology

No matter how you look at it, marketing is a system. There is a systematic way to come up with a predictable path for growing a business. While every business is different with its own unique systems, the process for getting there isn’t unique at all.

Use Your Voice to Generate Leads

As content continues to grow in importance in the marketing mix, it must take on an elevated place in your strategy and planning. The use of high quality, education-based content has become an essential ingredient in creating awareness, building trust, converting leads, serving customers and generating referrals.

Get Paid to Convert Leads

Nothing is more frustrating than when you spend a lot of time and effort prepping an unpaid pitch for a prospect who doesn't end up signing on with you, or does, but the process to close the deal takes time.

Well, I have good news, you can stop spinning your wheels and actually get paid for this kind of work. I do it all the time, and you easily can too.

Build a Deep Partner Team

One of the most overlooked sources of leads for consultants is the valuable pool of non-competing businesses that serve the same target market.

By identifying a group of “best-in-class” providers in your market and finding ways to gain access to their customer base, you’ll be able to quickly flood your business with new opportunities.

Document and Delegate

Business models are changing. Your team can be anywhere in the world and you aren’t constrained to the talent in your local area for your hiring needs.

What does that mean for you as a consultant? You are able to deliver results for your clients by orchestrating many moving parts, services, and team members without the need to add overhead. Your endless to-do list can finally get taken care of because you can outsource the help you need.

 


People in professional services need to be good at what they do, but their audience hopes that’s a given. Sometimes even the best of the best have a hard time growing their business because they are so focused on the services they provide, they just don’t dedicate time to the growth of their company (or simply don’t know where to start to do that).

Full table of contents

Google My Business and citations

Google My Business is a crucial online, digital tool or service from Google that is available to local businesses or service area businesses. You have to have a business in a location to claim a profile for that location, but when you do, it does unlock some powerful tools.

Google Ads paid local traffic

One of the most important ways to get found today as a local business is to show up - front and center - when someone whips out their phone and searches Google for a product or service near them.

Google Ads, along with a focus on SEO, is how you can dominate your market for local search.

Local website optimization

While there is a growing percentage of web designers who understand how to design strategically, there are still many business owners who have the “make my site pretty” mentality. By not keeping SEO, content, strategy, user experience, website functionality, and design in mind, companies risk losing business opportunities.

Reviews and competitive analysis

Most local business owners are aware that positive online reviews are good for business, but over the years, I’ve realized many aren’t aware of just how much they can impact it. Today’s consumers are increasingly relying on reviews to make decisions about the products and services they purchase.

Backlinks on- and offline

No matter what Google tries to do to devalue backlinks, they still remain an important factor in your ranking.

Getting high quality backlinks to your content is one of the more important factors in getting your content to rank. Buying links and acquiring links in shady ways is no way to go about this.

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