1st Tip - FOCUS
At the beginning of when I started offline marketing I was all over the board. I did graphic design, car wraps, printing of brochures,direct mail, websites, facebook profiles and so on. I came to realize that by doing everything I never really specialized in anything. So I cut out the graphic design and reffered clients to a friend of mine who does all of that. I was able to really save time and still make a bit of money since my friend gave me money for every person that was a client. I was able to focus on websites and SEM. I still do social media however I only do this if the client wants it.
2nd Tip - Write Down Everything
I love writing things down. Everything is digital yet I still find comfort in a notepad and a pen.You would have found me 2 years ago with a pen and a notepad at any given time. However I soon came to realize that I had 10 notepads with ideas for marketing, niches,inspiration and other things all over the place. So I went with Remember everything with Evernote, Skitch and our other great apps. | Evernote
Now the free account should be enough for most of you. You can write notes in the online app, email yourself notes and they have desktop applications. Now I organize my thoughts,ideas,inspiration,etc all into folders called "notebooks" and I have everything all the time any time. This really helped when looking for what niches to get clients in, what ideas I had for this client, inspiration of ad copy,etc. You can attach documents,photos,voice recordings and other stuff as well. I use this as a database of all my current clients. Notes of what SEO I did for them, conversations I have had with them etc.
3rd Tip - Keep in touch with your clients
Keeping a client loyal. As you know this is not the easiest thing to do. However when your client is #1 or #2 they don't get as many sales calls as they do when they are at the bottom of the page. The way I keep a loyal client is by buying them stuff on occasion. This requires you to actually talk to your client and getting to know them on a more personal level. Get to know their birthdays,favorite places to eat etc. On my client's birthdays I send them a handwritten note with a giftcard for $75-100 to their favorite place to eat. This can be anything from a rubio's to a steakhouse. Now this might seem expensive however consider your lifetime value of your customer. It's worth the money now to keep them for the long haul. Note I do the giftcards for clients that are with me for at least 6 + Months. Anything less and I just don't do anything for them honestly. I mainly gathered this tip from working with real estate agents.
4th Tip - Once your in, your in.
Once you have a happy client in a specific vertical, try to branch out to other counties. It's easy to refer prospects to your client who is in the same vertical but that is in a different county. Once the prospect talks to your client, they will feel much more comfortable doing business with them. 80% of the time they are sold after that.
5th Tip - Track Phone Calls
Form submissions are good but having your client's phone ring off the hook is still the best.
Tracking phone calls has been one of the biggest breakthroughs for me. When your able to show a client that your marketing has generated XX-XXX amount of phone calls then your value is locked in. You can confidently say that your paying for yourself X times over. Having this and showing it to prospects will put over your competition pretty much every time. I show this to prospects when pitching them so they can see how organized and detailed I am about ROI and marketing. Call Tracking is neccessary for site rentals so when your renting out the site the client is sure that your both able to verify the quality of prospects you send their way.
6th tip is to do more then just read this but implement what ever you find useful