When I say create a digital marketing bible, it isn’t something that is complicated. It’s literally a book that’s in your name and something that helps you establish credibility with your customers.
For example, let’s say that you’re in the market looking for a consultant to settle a legal dispute. Whose advice would you rather pay for? Someone who says that they’ve been practicing for years or someone who says the same thing but also has written many acclaimed law books?
Chances are high that you would subconsciously be drawn towards hiring the latter. Similarly, if you, as an agency owner, have a book with your domain knowledge out in the market, it helps you to break that initial barrier that potential clients might have when it comes to contacting you.
Having a digital marketing bible helps you overcome the classic chicken or egg question. In this case, however, that question is what comes first? Are you getting clients first and then making them trust you or are you getting people to trust you first and then making them your clients?
Even though you can establish trust by niching down and targeting only your lighthouse clients, I believe that starting by creating a book that encapsulates your knowledge, your processes, and your packages together will go a long way to set the course right for your agency to grow.
The benefit of turning your marketing knowledge into a course is that the course acts like a checklist. It’s like a set of tasks that your potential customers do sequentially and get value from. And once they’re done taking the course, you can make the sale by offering them a package.
The reason why the sale has to come at the end is because you need to lead with value. You need to show people how to handle a certain marketing concept before moving in to close them.
More often than not, in situations like these, the potential customer would end up coming on board with your agency because they would rather have the experts (someone who’s established themselves) handle their marketing instead of getting their hands dirty themselves.
At this point, while you’re making the sale, you can also provide the potential customers with more value by running a quick and giving them a digital audit of their business.
The best part about this digital audit is that it’s white-labelable, which means depending on your lighthouse client you can rebrand it in any way you deem necessary. Maybe you service the aviation industry predominantly, in which case you can refer to it as your digital flight plan.
Then, once you have the audit and the potential customer has the understanding of what your agency does, move in for the close and drive your package, thereby bringing them on board.
The victory lies in the simplicity as people are drawn towards courses that give them the answers to the questions without beating around the bush. It’s simply telling people how to do something. You can maximise the value, however, by ensuring that the course is interactive.
Another great way to make your courses stand out is to offer a certification upon completion. For example, one of the key proponents for the is that agencies can position themselves as digital marketing experts once they complete the on-demand training.
An advantage of offering a certification upon completion of a course is that it ties in really well with the packages you offer. Because anyone who decides to take your course, with an aim to be certified, would have headed into it because they had some inclination towards your agency.
If I had to draw a parallel, I would say that it’s similar to people enrolling in medical school. Why would anyone go through all the education and not be expecting to get something in the end?
In your case, where people sign up to take a course based off of your digital marketing bible, you have a more than probable chance to sell them your packages related to the course topics.
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