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How to sustainably grow is often the question preoccupying the minds of business leaders.
In this article we’ll offer an answer for companies selling a high-value service.
These types of companies (like ourselves) have particular characteristics which mean the standard “marketing hacks” aren’t always applicable, and can in fact be a dangerous distraction.
We’ve landed on this solution after years of experimentation, interviews and seeing results and are now building our business around offering it to other companies who want it too.
We take a first principles approach to solving this.
Below are a set of assumptions that we have about high-value service companies which leads to our solution:
Most high-value service companies feel too busy to “do marketing”: it’s often an afterthought meaning there’ll be the occasional spurt of writing a few blog posts, but it never gets properly systemised and so often gets deprioritised
Meeting new buyers is hard: they are typically more senior than those who search for products/ services online and thus it’s trickier to get on their radar, let alone speak with them
High-value service buyers require more trust than other buyers: they’ll want to have assurance that the company deliver, ideally on the back of a relationship with the company directly, or from a referral
Things that might restrict the ability for a solution to be effective.
This leads us to the solution…
It starts with having a fully managed video podcast.
This provides the engine to open doors with people you never normally would get to speak to, removes the friction in your company creating content and, because we do almost all the work, just requires a company exec to turn up for an hour to have a conversation with guests.
Then comes the consistent content machine.
From each episode we make as much or as little content that your company needs. As a baseline, we fill up your LinkedIn account with enough weekly posts to showcase your insights (and who you’re rubbing shoulders with) to your industry which means you stay on their radar when they know someone who might need your service.
Then comes the scalability.
The hidden value in this is that we get to really know your business. We get to know your goals, your team, your approach, your solution really well which means we can bring in our strategic and operational skills to scale up your growth strategy with other add-ons, without requiring the overhead of onboarding another team member/ agency/ company to handle your marketing. We’ll either deliver these ourselves, or manage another partner provider so you don’t have to “do the thinking”.
With this, high-value service companies get all that they need to grow, plus have a clear system for building out growth paths.
There are obviously unknowns with every marketing strategy, but this is one where we like to stack the odds in your favour.
Let’s assume that you do a podcast for 6 months, what will you have by the end?
In terms of how this translates into new business, that’ll be dependent on your market, solution and typical sales cycle.
We conservatively find that 10% of guest relationships lead to some form of new business (either directly or through referral) and then there’s the longer term benefit that comes from building brand awareness and reputation in your industry.
Our ultimate goal is to get you more clients.
On top of the fully managed podcast + consistent content, we constantly work with you on techniques, processes and workflows to help systemise your business growth. This can include identifying opportunities to strengthen your relationships with your guests, or spotting opportunities where an additional content piece might yield results (e.g. Twitter threads).
We love working with high-value service companies and so are constantly developing/ refining approaches where we can support their growth.
We hope you’ve found this article interesting. If you’d be interested in hearing more about how we could help you and your company, then please be in touch via: www.cofruition.com