As we approach the end of another year, businesses are formulating their goals for the year to come, which may also mean a re-evaluation of the partners they’ve enlisted to reach those goals.
Likewise, agencies, freelancers and consultants are also looking to fill their rosters for the year ahead. As the search marketing industry has matured, competition has grown more intense, increasing the stakes of your marketing efforts.
To that end, numerous search practitioners have shared the strategies that have won them clients as well as the methods they don’t recommend for attracting new business.
Figure out your identity and lean in
As a marketer, you may already know how compelling a unique selling point can be. “It’s tempting to become all things to all people, but the right clients know what they want (or can be talked into it) and when you know who you are, that is a powerful sales trigger,” Kirk Williams, owner of ZATO Marketing, said. Leaning into his agency’s “identity” has been so successful for Williams that he’s actually been solicited by clients on his own sales calls. “That’s because we know exactly who we are and they recognized that and wanted it because it was clear to them who we are and how we could help them,” he said.
This advice is just as important for freelancers and consultants as it is for agencies. “People don’t buy code, content or strategies, they buy you first and foremost,” Myriam Jessier, digital marketing consultant at PRAGM, said, noting that...
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