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How to bring local marketing products to market?

by ElmerDSalazar
9 replies
I have been wanting to become a marketing consultant for some time now, but product fulfillment always stopped me.

Now, I have a company that can fulfill the products (seo, web design, etc)

But how do I go about marketing these solutions?

In my past sales jobs, I always had leads fed to me. I was an inside sales rep responsible for following up and closing.

Now that I am going to need to do outbound prospecting, I'm kinda stumped.

How do I build a list of prospects? How do I chose a niche? What and where should I advertise?

Any help will be greatly appreciated.
#bring #local #market #marketing #products
  • Profile picture of the author Mark Singletary
    Your consulting clients are going to have the same questions.

    Doctor Jones is going to want to know how to market his practice.

    Plumber Smith is going to want to know how to build a list of prospects.

    CPA Dean is going to want to know how and where to advertise.

    New Entrepreneur Jackson is going to want to know how to chose a niche or target market.

    So, Mr. Marketing Consultant what will your answers be to your clients? Whatever it is, the same answers should work for marketing your own practice.

    Mark

    PS I'm not trying to be a jerk. But if you have no clue how to start doing these things yourself, how in the world are you going to do them for others? The offline section of the forum here is full of tips about how to do exactly what you want to do if you spend some time going through them.

    Originally Posted by ElmerDSalazar View Post

    I have been wanting to become a marketing consultant for some time now, but product fulfillment always stopped me.

    Now, I have a company that can fulfill the products (seo, web design, etc)

    But how do I go about marketing these solutions?

    In my past sales jobs, I always had leads fed to me. I was an inside sales rep responsible for following up and closing.

    Now that I am going to need to do outbound prospecting, I'm kinda stumped.

    How do I build a list of prospects? How do I chose a niche? What and where should I advertise?

    Any help will be greatly appreciated.
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  • Profile picture of the author LoneAscent
    Instead of just selling a product like SEO or a website, try offering a solution to your clients. Figure out what they need, which is probably fresh leads or improved sales conversions, and then sell that instead. Business owners don't really care about HOW you get them results, they just care about the end results, which is more money in their pockets.

    Once you can do this for your clients, they will keep coming back for more and will happily refer you new business. If you are a good consultant, you shouldn't need to market because you'll get plenty of organic referrals and be able to charge higher prices.

    Of course, first starting out can require more work. Try using social media to start a conversation with the local business owners and build their trust. Linkedin can be a great place to build your reputation and meet companies that need help. Actually going to meet the owners at their business or going to local meet-up groups can be effective. At some point, you should be getting out to talk with them face-to-face to help build your relationship.
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  • Profile picture of the author George Schwab
    Well what country you are in?

    I have done similar things in EU and NZ, but it works differently in the US.

    regardless where you are, in the early beginning where you start 'feeling' your market you can do one thing today:

    walk the streets, pop in the stores without forewarning and start talking with your prospects or door keepers,
    it ALWAYS has benefits. You either talk directly with the man, or you get their names and phone numbers.

    I sold about $1 million worth of stuff that way. I build a prospect address base of about 50 stores and visited them in person for about 8 years, 2-3 times a year. And refills by phone. I loved it, great years, fast cars, big parties, some good clients, many a-holes. But you learn something for life. And can repeat it anytime your next thing doesnt work. What never actually happened. That experience set me up for life.The next ting always got bigger than the last. Good luck - Do.it.
    Signature

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  • Profile picture of the author ElmerDSalazar
    Originally Posted by LoneAscent View Post

    Instead of just selling a product like SEO or a website, try offering a solution to your clients. Figure out what they need, which is probably fresh leads or improved sales conversions, and then sell that instead. Business owners don't really care about HOW you get them results, they just care about the end results, which is more money in their pockets.

    Once you can do this for your clients, they will keep coming back for more and will happily refer you new business. If you are a good consultant, you shouldn't need to market because you'll get plenty of organic referrals and be able to charge higher prices.

    Of course, first starting out can require more work. Try using social media to start a conversation with the local business owners and build their trust. Linkedin can be a great place to build your reputation and meet companies that need help. Actually going to meet the owners at their business or going to local meet-up groups can be effective. At some point, you should be getting out to talk with them face-to-face to help build your relationship.
    I agree with you 100%. I will probably have better results by advertising the outcome rather than the solution. Since I made this post, I have gotten a few ideas on how I get can in front of business owners. I will be sure to post results as they come in.

    Originally Posted by George Schwab View Post

    Well what country you are in?

    I have done similar things in EU and NZ, but it works differently in the US.

    regardless where you are, in the early beginning where you start 'feeling' your market you can do one thing today:

    walk the streets, pop in the stores without forewarning and start talking with your prospects or door keepers,
    it ALWAYS has benefits. You either talk directly with the man, or you get their names and phone numbers.

    I sold about $1 million worth of stuff that way. I build a prospect address base of about 50 stores and visited them in person for about 8 years, 2-3 times a year. And refills by phone. I loved it, great years, fast cars, big parties, some good clients, many a-holes. But you learn something for life. And can repeat it anytime your next thing doesnt work. What never actually happened. That experience set me up for life.The next ting always got bigger than the last. Good luck - Do.it.
    Great advice. However, how did you build your prospect base? Did you walk into any business or did you qualify them before giving them your pitch? I have been trying to brainstorm who the best candidates for our services are, ie identify the lowest hanging fruit
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    • Profile picture of the author George Schwab
      Originally Posted by ElmerDSalazar View Post

      I agree with you 100%. I will probably have better results by advertising the outcome rather than the solution. Since I made this post, I have gotten a few ideas on how I get can in front of business owners. I will be sure to post results as they come in.



      Great advice. However, how did you build your prospect base? Did you walk into any business or did you qualify them before giving them your pitch? I have been trying to brainstorm who the best candidates for our services are, ie identify the lowest hanging fruit
      My products were so niche that only 100% matching same niche stores did qualify.

      So that was easy, because smaller cities only had 1 such store, bigger cities have up to 8,
      I remember one december season, I sold to all 8 of them, no conflict of interest there, because
      of my huge range of items at the time.

      So the lowest hanging fruit is: Whoever buys first got my vote and it was their advantage,
      because my products were fashion related, and they always sold out quickly.
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  • Profile picture of the author FinishMyGoals
    Hello. I agree it is not about the products, they are interested in profits, sales, revenue, increase in cash flow. My language to them would be focus mainly on those words. They will then focus on the how(products), and ask you about that once you draw them in with words like that. I would make sure I speak on more what the products can do for them which is tied to the end results, and why it matters from a consumers point of view.

    I would perhaps give them an example, or a story of how a customer engages with their website. You could get a report from a company who does user experiences of websites, you could get survey of a few people to ask what conclusion they come to when they read their printed and online materials, a show of how their competitors are searched for versus them on the search engines. People are drawn in through demonstrations,seminars, webinars and workshops given for free with like minded business owners specific how to successful stories similar to them in their niche to get them thinking it can maybe can happen to me too, or you could giveaway a free solution that is specific to them that they can use immediately, and get results with.

    Read books of people who sell to certain niches, or read about the experiences of people in certain niches to see what attracts you. You could google a day in the life of X. You could choose a niche based on researching businesses that have the income to afford you, and that matches what you would like to help. Perhaps you want to help doctors, consultants, service professionals in certain niches etc. Focus on helping their biggest issues by hearing what other marketers are solving, seeing what they have to say themselves are the biggest pet peeves in their day to day, you need to understand how they work and live. By that you come to empathy, and credibility because they know you get it.
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    I took the one less traveled by,
    And that has made all the difference

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  • Profile picture of the author FinishMyGoals
    If you need further specifics or ebooks I can direct you to feel free to PM me.
    Signature

    I took the one less traveled by,
    And that has made all the difference

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  • Profile picture of the author eccj
    Originally Posted by ElmerDSalazar View Post

    I have been wanting to become a marketing consultant for some time now, but product fulfillment always stopped me.

    Now, I have a company that can fulfill the products (seo, web design, etc)

    But how do I go about marketing these solutions?

    In my past sales jobs, I always had leads fed to me. I was an inside sales rep responsible for following up and closing.

    Now that I am going to need to do outbound prospecting, I'm kinda stumped.

    How do I build a list of prospects? How do I chose a niche? What and where should I advertise?

    Any help will be greatly appreciated.
    You are not wanting to be a consultant you are wanting to be a product salesman.

    Big difference.

    Consultants consult. They don't sell websites, etc. They sell their consulting.
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  • Profile picture of the author longrobnc
    I'm not trying to offend you, but these types of post are why I have a hard time taking people seriously when they attempt to sell me marketing services. This industry is full of pretenders.

    I think the above poster got it correctly. You are not attempting to be a consultant. You are a guy selling websites and SEO. When I started buying ads, I let the publisher design my ads. Big mistake, they were salespeople and not marketers. Selling a service doesn't mean that you really understand how to create marketing campaigns and create leads.
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