Robbie Hills’ Post

🌟 Top 10 Lessons Learned as a Founder & Sales Specialist in Digital Marketing 🌟 Building and growing a digital marketing agency like Thrive Analytics and working with clients across Toronto, Zurich, USA and others has been a transformative journey. Here are the top ten lessons I’ve learned along the way that can help anyone looking to build their agency, improve their sales strategy, or strengthen their personal brand on LinkedIn: ✅ 1. Focus on Value, Not Just Sales Prioritize delivering value over making a sale. When clients see genuine benefits in your services, sales will naturally follow. Building trust through value is more sustainable than quick wins. ✅ 2. The Riches are in the Niches! Don’t try to be everything to everyone. Identify your niche and become an expert in that area. In my case, the niche is “ Fitness Ecommerce “. This specialization will set you apart in a crowded market and attract clients who are specifically looking for your expertise. ✅ 3. Build Authentic Relationships Cultivate real connections with clients and colleagues. People prefer to do business with those they trust and like. Authenticity and transparency can lead to long-term partnerships and referrals. ✅ 4. Leverage Data and Analytics Use data to drive decisions and demonstrate ROI to clients. Understanding analytics is crucial for optimizing strategies and showing the impact of your work, which enhances client trust and satisfaction. ✅ 5. Adapt and Evolve The digital landscape is always changing. Stay updated with the latest trends and technologies to offer innovative solutions. Being adaptable ensures your agency remains relevant and competitive. ✅ 6. Invest in Continuous Learning Encourage yourself and your team to pursue ongoing education. Attend webinars, workshops, and industry events. Knowledge is power, and staying informed is key to success. ✅ 7. Cultivate a Strong Personal Brand Your personal brand is your reputation. Share your insights, successes, and challenges on LinkedIn to position yourself as a thought leader in your industry. Consistent, valuable content will grow your influence. ✅ 8. Prioritize Client Experience Every interaction counts. Provide exceptional service and support at every touchpoint to exceed client expectations. A satisfied client is the best advocate for your agency. ✅ 9. Create a Scalable Business Model As you grow, ensure your processes and systems can scale with you. Implement efficient workflows and leverage technology to handle increased demand without compromising quality. ✅ 10. Stay Resilient and Persistent Challenges and setbacks are inevitable. Stay focused on your goals, learn from failures, and persist through difficulties. Resilience is often the difference between success and failure. What lessons have you learned on your journey? Share in the comments!

Thought leadership positioning isn't just for 'big' B2B businesses: You don't need to spend £100k on research and data. You don't need to spend £1000s partnering with the latest influencer. You don't need to host a big-budget event. All of that stuff is great. But the truth is that thought leadership positioning can be a lot simpler (and cheaper!) It can begin with small things: • Give your CEO a voice on LinkedIn ↪ 2-3 posts a week. Not just company-focused but industry-focused. Bring to life their distinctive perspective on your market. • Speak to 5 of your best customers and find at least one challenge that surprises you. ↪ Turn that challenge into content about how your product/service solves that problem • Speak to your internal thought leaders, find those 2-3 issues that your business has a contrarian take on vs your industry as a whole _______ Thought leadership positioning is a marketing strategy that’s hugely underutilised in B2B. Especially for those growing businesses that are struggling to stand out. It's not just for the 'Big Four' accounting firms. It's not just for McKinsey. Or those businesses with unlimited budgets and resources. The paradigm has shifted. In B2B, you now can't afford NOT to have a compelling opinion about your industry backed up with real data and insights. 👉 Your customers expect it. 👉 Your employees want it. 👉 Your senior leaders demand it. If you’re not using your internal teams to amplify your business’ expertise. If you’re not helping educate your potential customers about their challenges If you’re not packaging all this up in an engaging franchise - like an event series, an industry report or a newsletter... Then, you’re missing a clear competitive advantage for years to come. Of course, it means taking a long-term view, just as with any brand-building strategy. But the earlier you can start, the quicker the returns. Looking ahead to 2024, as you plan your strategy and set your budget, keep this in mind: Anyone can copy your product. Anyone can replicate your service. But what they can’t copy is your unique perspective. No matter the size of your business, your voice matters. It’s probably about time to shout louder. ____ P.S. I'm passionate about helping more B2B SMEs unlock their thought leadership potential. If you want to learn more, click the link in the comments.

The Do's and Don'ts of Closing Digital Marketing Clients. Successfully closing a client in the digital marketing space can be a game-changer for your business. It's not just about sealing the deal; it's about building a long-term partnership. Here are some essential do's and don'ts to guide you through the process: ✅ Do's: ➡️ Understand Their Needs: Before pitching your services, dive deep into understanding the client's business, their pain points, and their goals. Tailor your proposal to show how you can specifically address their challenges. ➡️ Highlight Your Value Proposition: Clearly articulate the unique value your services bring. Use case studies, testimonials, and data-driven results to showcase your past successes and the potential benefits for the client. ➡️ Build Rapport: Establishing a genuine connection can make all the difference. Listen actively, show empathy, and build trust. Clients are more likely to work with someone they feel understands and respects their vision. ➡️ Be Transparent: Honesty about your capabilities, pricing, and the scope of work fosters trust. Outline the process, timelines, and what the client can realistically expect from your collaboration. ➡️ Follow Up: A prompt and professional follow-up can set you apart. It shows your enthusiasm and commitment to the partnership. Address any lingering questions and reiterate the key benefits of working together. ❌ Don'ts: ➡️ Overpromise and Underdeliver: Avoid the temptation to make unrealistic promises. It's better to set achievable goals and exceed expectations than to disappoint by falling short. ➡️ Ignore Objections: Don't brush off client concerns. Address them head-on with thoughtful, reassuring responses. This demonstrates your problem-solving skills and dedication to their success. ➡️ Be Vague: Ambiguity can lead to misunderstandings and mistrust. Be clear and specific about what you offer, how the process works, and the expected outcomes. ➡️ Pressure Them: High-pressure tactics can backfire. Instead, create a sense of urgency by highlighting the benefits of starting sooner rather than later, but always leave the final decision to the client. ➡️ Neglect the Relationship Post-Closure: Closing the deal isn't the end; it's the beginning of a partnership. Continue to provide exceptional service and maintain regular communication to nurture a long-term relationship. Closing a client is an art that requires a balance of strategy, empathy, and integrity. Keep these do's and don'ts in mind to build strong, successful partnerships in the digital marketing world. #digitalmarketing #clientclosing #salestips #marketingstrategy #businessgrowth #leadgen

Ready to supercharge your client game? Our easy-peasy performance marketing strategy is designed just for you. Let's break down the 5 simple steps to not just getting clients but keeping them hooked. Step 1: Wow with Live Webinars 🚀 Start strong! Use live webinars to share cool stuff without the hard sell. Be the expert, make connections, and let the audience see the awesome side of your business. Step 2: Sneak Peek with Trials 👀 Got their attention? Time for a sneak peek! Offer a taste of what you've got. Let them experience your greatness firsthand. This builds trust and sets the stage for the next step. Step 3: Strike While the Iron's Hot 💡 Timing is everything. Now that they know you, hit them with the sales talk. Craft messages that show why your stuff is amazing. Turn interest into action! Step 4: Build a Cool Community 🌐 Don't stop at the sale. Build a cool gang! Create a space for your clients to connect, share, and become your biggest fans. A happy community is the best marketing tool. Step 5: Keep the Good Vibes Flowing 🔄 It's not just about the sale; it's a loop of goodness. Keep giving value—tips, insights, and cool stuff. Your clients will love it, and it keeps the door open for more sales. Need a Chat? Let's Talk! 🗣️ Feeling a bit lost? No worries. Book a meeting with us, and we'll guide you through each step. Ready to make your business the talk of the town? My goal to give free consultations in 1000 business people in 2024 book the free consultation meeting: https://lnkd.in/deEVn-i4

How I plan to shorten the sales cycle at our digital agency in 2024. Next year we want more predictability, with fewer things left to chance. I want to squeeze more revenue out of our marketing dollars. Here’s how I’ll do it: Case Studies ❌ Boring copy with focus on features. ✅ In depth analysis on the transformation we brought to the client, together with real, hard numbers. They will convince prospects we have the right experience in their industry. Better PR ❌ Press releases about minor staff changes, sales reports, policy updates (nobody cares about them) ✅ Primary research (example, survey of 500 business professionals) that connects our core offering to one industry we are targeting. Awards ❌ Pay to get awards nobody knows + promote “free” awards that are just scams to ask for link exchanges. ✅ Apply for awards with independent judges from recognizable brands (Financial Times, INC, Webby…) I want to build trust upfront and get prospects to say “yes, this agency gets us” so that I can make the job of sales a bit easier. This is just how we’ll get started in Q1. What are your priorities for next year?

When it comes to client work, it’s easy to get carried away by a big budget opportunity. But it’s often the initial small opportunity that leads to the most valuable relationships. When I take a look at some of the most enduring and rewarding engagements in Barrel’s history, I see several client relationships that started with a small project. These allowed us to showcase our expertise, build trust, and be in the conversation when talking about future plans. Naturally, we were then budgeted in for the next set of projects. I’m certain many other agencies have experienced similar “land and expand” arcs with their clients. A few examples from Barrel’s past: › A small digital strategy project led to a 5+ year run that included multiple website redesigns, content production, paid and retention marketing, and ongoing web maintenance work. › A low-budget blog redesign project led to an 8-year relationship that’s totaled millions in billings over the years. › An SEO audit project turned into dozens of other projects and an ongoing support retainer for 8+ years. › A design-only “test” project led to multiple ecomm site build projects and a retention marketing retainer. For some of these types of relationships, there was no expectation that these would turn into sizable accounts. But by focusing on doing the initial project as best as we could, it opened the door for more opportunities. Contrast this with a huge initial project where stakes are very high. The process to win such deals is much more complicated and competitive. There is no guarantee that your firm will survive the first project or that the relationship will be a long one. We go after both big and small opportunities, but when it comes to that first initial project with a new client, we tend to prefer opportunities where: We can demonstrate our capabilities with a smaller project, build trust, establish productive ways of working with the client, and then grow our footprint from there.

Last week, I put out a call to partner managers to share their biggest struggles with creating content with partners. Let's start with Chris Lavoie, PhD's comment: ⏰ URGENCY: The best way to communicate urgency is through the data. Use Reveal to show overlap data, and then get specific on the accounts you know the partner cares about most. Tailor the pitch for co-marketed content to those specific accounts. For example, "I know you're working on [these accounts]. They are customers of ours that I know are struggling with [specific pain points] This content would be a great way to show them how your product/service can solve [this problem]." Nothing drives urgency like an opportunity to win. 🙅♀️ NO FLUFF COPY: This is where partnerships and marketing need to be working in lockstep with customer service. But it's not to create the story, it's to find it. Use Reveal to find your overlapping customers, and work with CS to weed out the one(s) that best tells the better together story. Give your teams the information they need and have the CSM and marketer interview them. Don't turn the writing into an SEO play. Actually tell the story like a journalist: what were their biggest hurdles? What led them to your products? What were the step-by-step plays they executed to win? How do those wins translate into metrics? 🤝 ALIGNMENT & TIMELINE: This is where PM should equal both "Partner Manager" and "Project Manager." Find a source of truth to manage the project (I like Notion and Slack) and make sure your partner's teams know how to use it. Document in detail who owns what, expected timelines, assets needed, and any potential bottlenecks/dependencies. This should include expectations post-creation, as well. Keep this action plan updated as things progress, following up with internal and partner team members as due dates approach. 🌱 LEAD NURTURING: Work with your ops team to create a specific tag for leads driven from the campaign into your CRM. If you have a paid plan with Reveal, that data will automatically sync between your CRM and Reveal. Create specific sequences based on where they fall in your and your partner's shared ICP. For example, if it's a shared target account, the sequence could invite them to an "upcoming enablement session" where you, your partner, and maybe even the joint customer (#nearbound, baby) could break down how to use your joint solution to solve the prospect's specific pain points. If it's a less qualified account, you could send more co-created resources that could continue to nurture the lead. Get crystal clear with your and your partner's sales teams before launching the campaign on how you will co-sell together once the leads come in. Make it easy for them to win. I'll share some resources from nearbound.com that expand on these topics in the comments below. Hope this helps! #partnermarketing #partnerships #content

Consulting firms see marketing as an expense, not a real business driver. Here’s how you fix that: Switch KPIs from “lead gen” to metrics your team can actually influence: internal alignment and service development. The problem with evaluating marketing solely on lead gen in services is that buying cycles are very long and faith in marketing is very low. A decision-maker at a consulting firm once told a friend of mine, “Marketing? That’s where I go to get my business cards printed.” A CEO told me, “Marketing is the cost of doing business.” With a lack of buy-in from leadership and long sales cycles, you won’t run any initiative long enough to see results. You’ll test something. People will get nervous. Pressure will rise. And you’ll switch tactics after 2 - 3 months, pogo-sticking around, hoping to strike gold. Instead, do this: Start by creating bottom-funnel assets your sales teams will actually use on call. This means interview-driven case studies, accurate sales scripts, and partnership decks that highlight your team’s target industries and best services. Your goal is to capture the real, specific capabilities of your team. The output is sales assets your team will actually share with prospects. And because these are interview-driven processes, your service team will start thinking about what makes projects successful. Next, work with your SMEs and MDs to create knowledge-base content. Build up systems for reflecting on projects, collecting ideas, getting approval, and sharing those insights (first internally, then publishing them on your site). Your goal is to create a frictionless, internal process for unlocking the knowledge vault at your organization and sharing those insights with a wider audience. The output is two-fold: 1. Your team reflects on their work, sharing learning internally for training and growth. 2. Your business builds trust with prospective customers by sharing lived knowledge and experience to help them with real problems. Both assets improve internal operations and services. Marketing that focuses solely on lead generation is fragile. If it doesn’t work, you lose everything you invested into it. Marketing that focuses on improving ops and services is not. If it doesn’t work, your team still has refined processes, aligned teams, and improved services. This leads to higher success rates, a more optimized business, better margins, improved team satisfaction, and potentially better, more lucrative projects. Even if you lose, you win. #marketing #contentmarketing #professionalservices #fragility #antifragile #marketingsystems #knowledgebase #marketingstrategy #services #consulting

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Mini-marketing class on WHY and HOW demand Gen works….