Sept. 22, 2024

Ep 103: Maximizing Growth: Strategic Solutions for Handling Overflowing Leads with Hayley Denker

Ep 103: Maximizing Growth: Strategic Solutions for Handling Overflowing Leads with Hayley Denker

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Ever wondered what to do when your business is booming too much? Imagine facing an overwhelming influx of leads and not knowing how to manage them without turning off your lead generation. Join us as we tap into the wisdom of Haley Denker, a strategic marketing ace from Boston, who sheds light on how to maintain growth without halting your marketing efforts. Through her playful and metaphor-rich approach, Haley makes complicated marketing strategies easy to understand and implement.

Discover creative solutions for handling overflowing leads when your service capacity hits its limit. Haley shares her insights on providing potential clients with valuable resources and self-guided programs to keep them engaged while they wait. We also discuss the critical evaluation of pricing strategies, and the importance of taking calculated risks to sustain your business momentum. Tune in to understand why nurturing your leads is more beneficial than turning off your marketing funnel.

Finally, we delve into proactive recruitment and strategic marketing for consistent business growth. Through real-world examples from various industries, we highlight the need for businesses to anticipate future demands and continuously recruit talent. Learn the advantages of focusing on more profitable projects and nurturing referral sources to secure ideal clients. Plus, get tips on optimizing operations by evaluating and potentially eliminating less profitable services. Don't forget to share, review, and subscribe to our YouTube channel for more actionable insights!

Hayley Denker Marketing
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Chapters

00:00 - Managing Excess Leads in Marketing

14:55 - Strategies for Handling Overflowing Leads

19:37 - Maximizing Marketing Strategies for Growth

37:21 - Growing Audience and Engagement Through YouTube

Transcript
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00:00:00.020 --> 00:00:01.124
Welcome to Tiny Marketing.

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This is Sarah Noir-Block and the podcast that helps B2B service businesses do more with less.

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Learn mean actionable, organic marketing strategies you can implement today.

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No fluff, just powerful growth tactics that work.

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Ready to scale smarter?

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Hit that subscribe button and start growing your business with Tiny Marketing.

00:00:21.649 --> 00:00:35.148
Growing your business with tiny marketing hey, hey, it is Sarah Noelle Block and you're listening to episode 103 of tiny marketing.

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Today, we are talking about what to do if you have too many leads.

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Now, some of you might be listening to this and think I wish I had too many leads, but that actually happened to a client of my guest today, haley Denker, who is a friend of mine.

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We were in the very first coaching program I was in when I started my business.

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She was in it too, so that's how we met and she was telling me about this problem that she had.

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She was like I had this client and they were driving up like their big goal was lead generation.

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They didn't want to have to worry about money, but she did her job and they had so many leads they decided to turn it off.

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Turn off the fountain and you'll never guess what happened, but keep listening and you will find out what happened when they turned off their lead generation and why you should 1000% not do the same.

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So stay tuned.

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Before we get into the interview with Haley, I want to introduce you to my friends at Mouseflow SaaS and B2B marketers.

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00:01:54.623 --> 00:01:58.575
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With Mouseflow, you can track where leads are getting stuck on your site, be it abandoned forms, confusing navigation or even broken links in key areas like your signup form or a demo request form.

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With MouseFlow's heatmaps and session recordings, you'll easily understand the why behind the drop-offs and optimize those user journeys to drive more meaningful conversations.

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Journeys to drive more meaningful conversations.

00:02:31.241 --> 00:02:31.782
Visit gomouselowcom slash.

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Try and sign up to get a full feature, 12-day extended trial, no credit card required.

00:02:36.389 --> 00:02:38.193
Hey, girl, hey.

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Tell the audience who you are and how they can find you.

00:02:42.907 --> 00:02:43.427
Awesome.

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Hi, my name is Haley Denker.

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I run Haley Denker Marketing.

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We are a strategic marketing agency in Boston and we help mostly service-based industries mid-sized companies scale and expand.

00:03:01.866 --> 00:03:22.707
We're most active on Instagram at Haley Jenkins Marketing, so if you want to come and hang where we try to be playful and shake things up and talk a lot about our coffee orders over there- your branding is so cute, by the way, this is not the topic of this episode, but I love the photo shoot that you did not that long ago.

00:03:22.747 --> 00:03:28.099
Maybe within the last six months or so, the photo shoot that you did not that long ago, maybe within the last six months or so.

00:03:33.599 --> 00:03:33.941
It's a long time.

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I actually had a really hard time with our branding and I hired somebody and I just wasn't like getting there and I decided that I just wanted to be able to have the freedom to be playful.

00:03:42.663 --> 00:03:58.604
So I gave myself, I met with my team, we gave ourselves some like guidelines and stuff, like brand ideals, and then we were like, if we get sick of this font in six months, we have we give ourselves permission to change it.

00:03:58.604 --> 00:04:01.840
So just that permission helps us to be really playful.

00:04:01.840 --> 00:04:04.990
So, yeah, we did our diner photo shoot, which was awesome.

00:04:05.639 --> 00:04:08.951
Yes, it's the cutest thing I've ever seen, and now you're.

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I noticed that in your copywriting too.

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You're playing with oh, and I got that the card in the mail.

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You're playing with the whole food diner theme.

00:04:21.483 --> 00:04:25.069
Yeah, yeah, I love that kind of.

00:04:25.069 --> 00:04:29.656
I feel like I speak in metaphors all the time.

00:04:29.656 --> 00:04:39.124
I love like using a concept like a diner, and then talking about in terms of strategy I talk about a recipe all the time.

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I love, I love that kind of marketing.

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I feel like it's fun and playful.

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It gives us a bit of structure so that then we can run wild and then, I think, in terms of communicating, it puts things on like a level playing field, I think, as marketers or any kind of like industry expert.

00:05:01.288 --> 00:05:13.814
When you get really excited about something, you start talking as an expert and then people who don't really get it or they're not an expert they start to not understand.

00:05:13.814 --> 00:05:23.411
I love being like it's just like when you go to a baseball game, or it's just like when you I try to put it in layman's terms so that people understand.

00:05:24.079 --> 00:05:26.329
Yeah, and it makes so much more sense.

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I get called out by one particular client of mine all the time, like I don't know what that means.

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That's what they're always telling me.

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I'm like, oh shoot, okay, let me backtrack a little bit and make this work for you.

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So I love that you preempted You're doing that already.

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I get called out because I do it too much.

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Here's Haley and her metaphors again I have all these, but anyway.

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But it makes it easier to understand.

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So when we were chatting on our pre-call, you were telling me about a client you have in the plumbing industry who wanted to turn off their marketing because they had too many leads and they couldn't handle it.

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So that's what we're digging into today.

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Can you just lay the foundation of what happened?

00:06:17.951 --> 00:06:21.783
Yeah, I think so.

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Usually our, the clients that we work with come to us because they're looking to really grow, they're looking to open a new location, launch a new service, somehow.

00:06:36.923 --> 00:06:46.673
They're looking to really like level up, they're looking increase their service area to include five more towns.

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So we're used to marketing strategies that are we want to double your business, we want to really get you a lot of eyeballs on your brand, and we worked with a smaller business in a local town that didn't necessarily have those big lofty goals.

00:06:59.565 --> 00:07:12.440
They were just looking for smaller business in a local town that didn't necessarily have those big lofty goals they were just looking for I can't even remember actually what their intention was when they first reached out.

00:07:13.343 --> 00:07:29.666
But I remember that they wanted more leads from our call, but it wasn't like an excessive amount, it was like they wanted consistency, yeah they wanted more leads and I know they wanted like a certain like brand image.

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They wanted to be proud of their marketing, which I loved that.

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But we got them to capacity and so when they told us that they were like we literally can't take on any more business, I love hearing that because for me, growth first of all yay.

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Second of all but growth opportunity.

00:07:57.766 --> 00:08:00.250
So, okay now, what are we going to do?

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This is like the best place to be in.

00:08:02.975 --> 00:08:04.584
Are we going to hire?

00:08:04.584 --> 00:08:06.329
Are we going to offer a new service?

00:08:06.329 --> 00:08:08.886
Are we like what are we going to do now?

00:08:08.886 --> 00:08:21.103
And they were like, oh no, we're going to turn it off, yes, kind of what prompted our conversation, because I was like, oh, my goodness, wait, but you're good now.

00:08:21.103 --> 00:08:26.694
But this has been the result of what we did eight months ago.

00:08:26.694 --> 00:08:30.889
What happens if you turn it off in eight months?

00:08:31.771 --> 00:08:36.250
Right, you turn off the faucet and the leaves stop coming.

00:08:37.251 --> 00:08:39.462
Yeah, so it was.

00:08:39.462 --> 00:08:51.809
When we work with clients, we are really looking for an ongoing relationship and try to make sure that we're doing that, education that this is a partnership.

00:08:51.809 --> 00:09:07.994
This isn't something that, unless we're not a good fit, but if we're a good fit and we're getting you good results, this should be a long-term partnership, because if you get like you just said, if you get like you just said, if you turn off the faucet, it's gonna dry up.

00:09:07.994 --> 00:09:09.860
So what's the plan?

00:09:09.860 --> 00:09:11.443
Yes, what's.

00:09:11.443 --> 00:09:15.312
And when you reach your first goals, and then what's the next goal?

00:09:15.312 --> 00:09:16.280
What's the next goal?

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We want to partner with you in that.

00:09:18.206 --> 00:09:24.568
So, yeah, that's what we were talking about is what happens when you're, when you have too many leads.

00:09:24.568 --> 00:09:26.072
Well, let's talk about that.

00:09:26.179 --> 00:09:29.289
Let's talk about the first thing that you brought up.

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What are your options for when you've brought in too many leads?

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You talked about new offers or hiring.

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Can you explore those a little bit more?

00:09:41.971 --> 00:09:42.192
Yeah.

00:09:42.192 --> 00:09:59.572
So my very first suggestion to this company and something that we did with another company that was in a similar place was we said let's look at your recruitment marketing strategy, let's pivot and let's put our efforts into recruitment.

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The job market today is so different than it was even two years ago.

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But five years ago, 10 years ago, oh my goodness.

00:10:10.102 --> 00:10:20.696
You really can't just put up a job ad and expect that to attract as many applications as you need to get a really qualified hire.

00:10:20.696 --> 00:10:30.570
Depending on your industry, but especially these service-based industries hair salons, plumbers, electricians it can be really tough.

00:10:30.570 --> 00:10:48.465
So, looking at job descriptions, looking at your career page on your website, doing some proactive engagement and outreach, is there opportunity on your social media to start and showcase your workplace culture, because that's also great for branding.

00:10:48.465 --> 00:10:50.990
People want to hire who has a great workplace.

00:10:51.631 --> 00:11:06.880
There are all of these places that you can turn up the dial in terms of recruitment and a lot of people with recruitment again can be similar to marketing in that you think like career pages.

00:11:06.961 --> 00:11:20.355
For example, you have a great career page and the only call to action is apply now, but what about someone who is passively looking and thinks maybe I want to apply there someday.

00:11:20.355 --> 00:11:31.811
Or maybe you're a hairdresser and this salon says you need a year of experience but you're still in cosmetology school.

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Is there a way that you can engage that interested candidate that you somehow got their attention?

00:11:37.282 --> 00:11:41.403
Can you engage them in some way so that you stay top of mind when they are ready?

00:11:41.403 --> 00:11:47.865
Can you have maybe a separate email list for further nurture and engage them?

00:11:47.865 --> 00:11:52.177
There's all this opportunity in your recruitment marketing strategy.

00:11:52.177 --> 00:12:18.980
If you're at the point that you have too much business and you need to focus on hiring, there's more to do than popped into my head is having a newsletter specifically for candidates so you can nurture them for when you're hiring your next role or when they're more ready for it.

00:12:19.080 --> 00:12:20.422
That's really smart.

00:12:20.422 --> 00:12:29.104
Funny, I have an HVAC client that I am doing a culture campaign to help them with recruiting.

00:12:29.104 --> 00:12:39.928
This summer we're launching that project but same boat they're having a really hard time recruiting just because the market is difficult.

00:12:39.928 --> 00:12:46.947
People are like this with money, luring people to different directions.

00:12:47.668 --> 00:12:52.918
Yeah yeah, people to different directions.

00:12:52.918 --> 00:12:53.339
Yeah, yeah, I.

00:12:53.339 --> 00:13:15.719
Actually I have a lot of contacts in different recruitment agencies for various reasons and because we another service of ours is that recruitment marketing and I said most recruitment or staffing agencies prioritize those white collar positions and I, if there was like a plumber or an HVAC specific recruiter oh my gosh, yes.

00:13:15.719 --> 00:13:22.106
Or stylists, like there's a whole untapped industry here.

00:13:22.235 --> 00:13:23.418
Yeah, the service industry is so hard to fill those spots.

00:13:23.418 --> 00:13:25.643
Yeah, so I think there's an opportunity for a new kind of recruiter for that industry.

00:13:25.643 --> 00:13:27.947
It's so hard to fill those spots.

00:13:29.772 --> 00:13:34.466
Yeah, so I think there's an opportunity for a new kind of recruiter for that industry.

00:13:34.956 --> 00:13:36.355
Yeah, 100%.

00:13:36.355 --> 00:13:39.964
So anybody listening, maybe that's a business you should launch.

00:13:39.964 --> 00:13:49.469
I know, I know I can pinpoint people on my email list that are recruiters and have their own business.

00:13:49.469 --> 00:13:51.099
So we're talking to you.

00:13:51.099 --> 00:14:07.500
Totally Okay, so you can increase your marketing towards recruiting and just try and hire more so you can maintain getting those extra leads and increase your money.

00:14:07.500 --> 00:14:12.365
The other option is more or varied offers.

00:14:12.365 --> 00:14:16.265
So what kind of offers would fit if you're at capacity?

00:14:18.615 --> 00:14:24.052
It really depends on your industry, like for a plumber, for example.

00:14:24.052 --> 00:14:30.885
That can be really difficult because usually you meet someone, like in an emergency case, but I think it's.

00:14:30.885 --> 00:14:48.760
I think the way to go about solving this problem and figuring out some kind of different offer or wait list that would work for your company is to go back to your kind of core brand values and think about what would be really of service to our client right now.

00:14:48.760 --> 00:14:55.239
How can we still serve them even if we can't service them right now?

00:14:55.239 --> 00:15:11.570
So I know, when I was still freelancing, before I launched my agency, I was at a point that I was at capacity and I had some people reaching out and it just felt terrible to not be able to help them.

00:15:11.570 --> 00:15:38.996
And while I put them on a wait list, another thing that I had in place was some of my favorite either books or podcasts or articles, so that, depending on what they were specifically reaching out about if they were really looking for social media help or email marketing I had a couple of resources to send to them to say, unfortunately, we're on a wait list.

00:15:38.996 --> 00:15:42.811
We'd be able to start whenever that would be In the meantime.

00:15:42.811 --> 00:15:49.240
I found this really helpful, just so that I felt like I was still serving them in some way.

00:15:49.240 --> 00:15:53.645
So that would be what I would encourage people to look at.

00:15:54.606 --> 00:15:57.809
Is there something that you can create if you're a service provider?

00:15:57.809 --> 00:15:58.772
Is there a guide?

00:15:58.772 --> 00:16:05.854
Is there some kind of smaller, more passive offer?

00:16:05.854 --> 00:16:09.157
Even think about what.

00:16:09.157 --> 00:16:10.500
How can you set yourself up for future success?

00:16:10.500 --> 00:16:22.344
What would you love if your ideal client knew right now yeah, is there some kind of oh, do this pre-work while we're on a wait list so that you stretch it out?

00:16:23.418 --> 00:16:31.772
Maybe, if you're a provider like us, is there some like onboarding work they can do self-guided?

00:16:31.772 --> 00:16:43.634
If you can't start working with them for another two months, is there a two-month kind of self-guided program they can take themselves through, so that you're still you're setting yourself and them up for success?

00:16:43.634 --> 00:16:59.428
I think there's an opportunity to be creative when you have too many leads and you just have to have that mindset of opportunity and not saying no, not turning that funnel off.

00:16:59.428 --> 00:17:00.489
That's the worst thing.

00:17:00.489 --> 00:17:04.051
So how can you nurture them?

00:17:04.051 --> 00:17:09.381
Can you put them in a different pool?

00:17:09.381 --> 00:17:18.508
But the third thing that I'll say about if you have too many leads, especially if all of your leads are converting, maybe it's time to raise your prices.

00:17:19.355 --> 00:17:24.503
Yes, that's what my coach always says If you're at capacity, raise your prices.

00:17:24.503 --> 00:17:25.185
You're too cheap.

00:17:26.596 --> 00:17:38.047
Yeah, I think it's an opportunity to say are there some clients that are taking up a lot of your time, that and usually those are the ones that are on your like, lowest level offering.

00:17:38.047 --> 00:17:39.739
So don't be afraid to.

00:17:39.739 --> 00:17:50.060
If you're at the point where you're at capacity, don't be afraid to shake things up a little bit, because again, it's that like stagnant turning things off that I think can be so detrimental.

00:17:50.535 --> 00:17:51.959
Yeah, that's a really good point.

00:17:51.959 --> 00:17:56.919
It didn't pop into my head until you said that, but yes, my coach says that all the time.

00:17:56.919 --> 00:17:59.646
That's the sign that it's time to raise your prices.

00:17:59.646 --> 00:18:04.321
Yeah, okay, let me see.

00:18:04.321 --> 00:18:11.702
I just want to make sure that we hit all of our points how to pivot when you have too many leads.

00:18:11.702 --> 00:18:13.040
We talked about recruiting.

00:18:13.040 --> 00:18:16.965
How to prepare ahead of time so you don't have to turn off your marketing.

00:18:16.965 --> 00:18:18.621
Did we really get into that?

00:18:20.717 --> 00:18:28.089
No, I think it's one of those what comes first, the chicken or the egg?

00:18:28.089 --> 00:18:32.498
And this is about, as a business owner, taking some risks.

00:18:32.498 --> 00:18:47.682
And I think this is when a whether it's a business coach or a marketing partner can help you look at your analytics and your trends and your capacity so that you can forecast some things.

00:18:47.682 --> 00:19:19.279
And I know for me it's always valuable to again going back to recruiting, to have some general recruitment marketing, to have some leads out there about potential fires, so that, at capacity I know I already have three girls that I've been speaking to who've been interested and working for our company I can reach out and say we're hiring and so that can be a quick transition.

00:19:19.279 --> 00:19:26.196
Don't wait until you're at capacity to say, oh, maybe we should have a career page on our website.

00:19:26.196 --> 00:19:29.003
Yeah, start caring for these things.

00:19:29.505 --> 00:19:39.048
And, especially if you're investing in marketing, support your marketing's when you're working.

00:19:39.048 --> 00:19:43.824
If you're working with a Sarah, your marketing's going to work, you're going to get good results.

00:19:43.824 --> 00:19:45.248
Prepare for them.

00:19:45.248 --> 00:19:57.162
Prepare for those good results and say, all right, when we reach these goals, do we have the infrastructure to support them and what will the next step be?

00:19:57.162 --> 00:20:12.355
I think a lot of people are afraid to think that far in advance and to plan or to put their eggs in one basket, but slowly just start to at least have the backup plan of all right.

00:20:12.355 --> 00:20:22.220
When we start to get at this point, when we're at 80%, that's when I'm going to start posting a job on Indeed and start some recruiting.

00:20:22.779 --> 00:20:28.226
Yeah, that is spot on the HVAC company I was telling you about.

00:20:28.226 --> 00:20:31.970
They filled up.

00:20:31.970 --> 00:20:44.270
They were booked to capacity for an entire year at the start of the year, booked in January 2024 through January 2025.

00:20:44.270 --> 00:20:54.069
Wow, and that's when we started looking at these other projects like the culture campaign to bring in more people, so it could work for them.

00:20:55.795 --> 00:21:11.371
Yeah, I think I don't know what it is about, about I don't think it's a lack of planning, but maybe it's a belief in the results or something that things are going to work.

00:21:11.852 --> 00:21:29.420
Yes, that's where it boils down to is like you hope for the best, but you also don't want to let yourself down or build yourself up so much that you think that you're going to be in a position you're not going to end up in and disappoint yourself.

00:21:29.420 --> 00:21:31.215
I think it really comes down to that.

00:21:33.019 --> 00:21:55.469
And I think too I know for me personally you push a little beyond capacity and sometimes that's required, like you push a little beyond capacity as long as you know that there's going to be some relief, that there's going to be a new hire or there's going to be whatever that relief is for your company.

00:21:55.469 --> 00:21:59.454
But don't be complacent with capacity.

00:21:59.454 --> 00:22:05.428
I take a lot of inspiration from one of my clients.

00:22:05.428 --> 00:22:30.748
They're a private home care agency, my clients they're a private home care agency and their model they have caregivers who are taking care of elderly, a lot of very critically ill patients, and when a patient dies, that client is gone, and then so the company needs a new client.

00:22:30.748 --> 00:22:47.086
So they're constantly I know this sounds a little bit morbid, but they're constantly losing clients because of the nature of their job, and so you always have to be getting new.

00:22:47.086 --> 00:22:51.061
You can't say, great, we're at capacity, someone's going to pass getting new.

00:22:51.061 --> 00:22:52.734
You can't say, great, we're at capacity, someone's going to pass away tomorrow.

00:22:53.474 --> 00:23:02.682
So it's this constant need to keep finding more, and I think there's something, there's something to learn about.

00:23:02.682 --> 00:23:06.950
That is is even for the plumbers.

00:23:06.950 --> 00:23:08.695
People are going to move away.

00:23:08.695 --> 00:23:11.878
One bad experience and they're going to go to a different plumber.

00:23:11.878 --> 00:23:16.247
Someone loses their job.

00:23:16.247 --> 00:23:23.767
There's all these different reasons why you might lose a client and you have to build that into your plan.

00:23:23.767 --> 00:23:25.951
So you're always looking for more business.

00:23:26.539 --> 00:23:29.807
Yeah, you never know and you can do the math.

00:23:29.807 --> 00:23:31.731
You were saying forecasting.

00:23:31.731 --> 00:23:35.451
You could also forecast retention, based off of your past experience.

00:23:35.451 --> 00:23:38.765
So you know what your pipeline needs to look like.

00:23:38.765 --> 00:23:41.086
It's not a sweet mystery.

00:23:41.086 --> 00:23:44.009
It doesn't change that much, right?

00:23:44.009 --> 00:23:47.646
Okay, let me see.

00:23:47.646 --> 00:23:51.279
The last thing that we had on our list was other marketing goals to prioritize.

00:23:51.279 --> 00:23:54.540
When leads is no longer your number one, would you say.

00:23:54.540 --> 00:23:57.971
Recruiting is probably top of that list.

00:24:00.599 --> 00:24:01.240
Yep, I would say recruiting.

00:24:01.240 --> 00:24:14.986
And then another thing that we've done with a lot of our clients that's been really great in that same line of increasing your prices is looking at an opportunity for what kind of projects do you want more?

00:24:14.986 --> 00:24:30.698
So, if you're using the plumber example, if you're getting a lot of clogged toilet business and you're looking for more, we want to do complete basement renovations.

00:24:30.698 --> 00:24:42.326
On nurturing referral sources, so, are there interior designers?

00:24:42.326 --> 00:24:44.778
Are there general contractors that are really high end and work in the neighborhoods you want to work in?

00:24:44.778 --> 00:24:50.349
How can start to create some content and partnerships and campaigns.

00:24:50.711 --> 00:24:54.305
That's nurturing those kinds of relationships, that's getting their attention.

00:24:54.305 --> 00:24:59.884
It's going to be a different strategy than if you're trying to directly reach a potential client.

00:24:59.884 --> 00:25:16.067
Trying to get the attention of a referral source is a great kind of marketing pivot and can work with a lot of industries, because then you'll start to get more of the kind of projects that you really want to get.

00:25:16.067 --> 00:25:28.788
And in the future, once you've hired because once you've hired you're now looking to fill a lot more yeah, you're getting more easy referrals from this referral partner.

00:25:28.788 --> 00:25:31.192
That can just send you more of the ideal clients.

00:25:31.192 --> 00:25:35.528
So that's another pivot that I think is often overlooked.

00:25:36.328 --> 00:25:38.292
Yeah, that is a really good point.

00:25:38.292 --> 00:25:42.307
I in the B2B service space.

00:25:42.307 --> 00:26:00.982
It's so heavy in referrals that that's where I start is building relationships with potential referral partners and collaborations and then going, just starting with the borrowing other people's audiences and then expanding out for new ones.

00:26:00.982 --> 00:26:05.570
But that makes so much sense in that B2C service space too.

00:26:05.570 --> 00:26:15.823
Another thing to look at is which one of your offers is the most profitable and is there anything that you should be eliminating?

00:26:15.823 --> 00:26:21.741
Look and see, is any of your offer that's selling really, really well?

00:26:21.741 --> 00:26:26.292
Also like not bringing in that much money Because I found that happens too.

00:26:29.141 --> 00:26:31.787
Yeah, it's a really great place to be in.

00:26:31.787 --> 00:26:33.330
Of the, I have too many leads.

00:26:33.330 --> 00:26:42.223
It's a really good opportunity to, like, you're saying, do an audit and say now, at this point, so now we can be.

00:26:42.223 --> 00:26:45.792
One of my mentors said what is it?

00:26:45.792 --> 00:27:07.853
You start off as a market taker and then you turn into a market maker, meaning that in the beginning, you're taking all of the opportunities that are being put in front of you because you're trying to, like, really build, and then you get to a point where you get to pick and choose and you get to really decide and create the market that you want.

00:27:07.853 --> 00:27:18.875
Yeah, rather than turn things off, it's a really good, to your point opportunity to pause, audit, strategize and see where you want to go next.

00:27:19.519 --> 00:27:21.205
Yeah, yeah, I love that.

00:27:21.205 --> 00:27:26.221
Is there anything that you want to leave the audience with Any final thoughts?

00:27:28.125 --> 00:27:37.871
I guess the only other point, one thing that I would really look at, is see if you can pay attention to your client journey at this point too.

00:27:37.871 --> 00:27:47.267
How long does it take from someone who is just aware of you to when they're first booking their service?

00:27:47.267 --> 00:27:51.902
Because I think people assume all right, we're going to turn it off because we're busy right now.

00:27:51.902 --> 00:27:59.079
But what you're turning off right now might be your results in three months, might be your results in six months.

00:27:59.079 --> 00:28:01.440
And what if you hire someone and then need that business?

00:28:02.583 --> 00:28:06.392
So what is your customer acquisition cycle like?

00:28:06.392 --> 00:28:16.515
And if you slow down your marketing now and that means your results will dip in six months, is that okay with you?

00:28:16.515 --> 00:28:22.987
I would pay attention to that too, because I think a lot of people forget and think that it's immediate.

00:28:22.987 --> 00:28:32.703
Oh, we're not going to post this month on social because we're so busy, but that has nothing to do with what you're actually seeing in business.

00:28:32.703 --> 00:28:41.790
So I would be realistic about how long it takes so that you can make a really informed decision about where to pull back and where to put your attention.

00:28:42.400 --> 00:28:44.769
Yeah, you have to be super conscious of that.

00:28:44.769 --> 00:28:55.755
I know like in the B2C service space it's shorter because it's usually some sort of emergency that has sparked the call.

00:28:55.755 --> 00:28:59.570
In the B2B space it can be years.

00:28:59.570 --> 00:29:07.701
I've had people on my list for years and then they're fine, like I'm at a place where I can hire now, and then they approach me about it.

00:29:07.701 --> 00:29:09.266
But there was a long.

00:29:09.266 --> 00:29:11.711
There was a long relationship building process.

00:29:14.701 --> 00:29:21.433
Yeah, it's another opportunity to to see what we think about what's working and what doesn't work.

00:29:21.433 --> 00:29:25.971
You might think someone that's been on your list.

00:29:25.971 --> 00:29:28.920
Oh then my list isn't working, it's not converting.

00:29:28.920 --> 00:29:35.853
But if it just takes a long, a little bit longer you're, then you can't judge between.

00:29:35.853 --> 00:29:40.618
If you send out one email, no one book, that doesn't really mean anything for your cycle.

00:29:40.640 --> 00:29:49.286
No, Someone I met in 2019 is finally like hey, I've been following you, I love everything that you're doing and I can finally work with you.

00:29:49.286 --> 00:29:51.323
Yeah, I love that.

00:29:51.323 --> 00:29:52.346
It's been a long time.

00:29:53.269 --> 00:30:08.211
Yeah, but that's such a testament to really good marketing and branding and your messaging has stayed consistent and on point and really speaking to this person, throughout you haven't alienated them at any point because they weren't ready.

00:30:08.211 --> 00:30:12.990
I think that that's such a great testament to successful nurturing.

00:30:13.813 --> 00:30:31.631
Yeah, kudos to you.

00:30:31.631 --> 00:30:33.913
I love that story.

00:30:33.913 --> 00:30:35.753
You don't have time not to be.

00:30:35.753 --> 00:30:44.106
If you want to retain the audience that you have and build a new audience, you have to stay on top of it.

00:30:44.106 --> 00:30:45.711
And it doesn't have to take a ton of time.

00:30:45.711 --> 00:30:49.329
I spend about four hours a week on my marketing.

00:30:49.329 --> 00:30:50.011
That's it.

00:30:51.861 --> 00:31:03.005
We talk a lot about marketing for impact because, to your point, a lot of people are like looking at their likes and their comments and thinking that's it.

00:31:03.005 --> 00:31:12.707
And I said one great case study was our, our hair salon client.

00:31:12.707 --> 00:31:28.282
They, their engagement, was decent, was okay, it wasn't anything we were super excited about, but we would consistently hear that every time a client would come into the salon, they would bring up a post.

00:31:28.282 --> 00:31:29.305
Oh, I saw that.

00:31:29.305 --> 00:31:41.145
Well, they were constantly talking about it and I said the fact that what we're doing on social is translating to conversations in real life, that's it, that's the magic.

00:31:41.145 --> 00:31:43.974
They're talking about that product and buying it.

00:31:43.974 --> 00:31:45.640
That's what we want.

00:31:45.640 --> 00:31:51.788
We want that over a, we want that over a cool comment.

00:31:52.150 --> 00:32:03.815
Yeah, and I find that myself too, my social will go through ebbs and flows of being like really interactive and then sometimes not as interactive.

00:32:03.815 --> 00:32:21.166
But then when I see people in real life or I'll meet people or I'll be at an event and someone I don't know is, oh my gosh, I know you and it's just the best feeling to know that it's translating to real life and people are like taking your messages to heart and that's, it's intangible.

00:32:21.166 --> 00:32:28.807
It's not really being seen, but that kind of feedback is just better than anything as a marketer.

00:32:29.208 --> 00:32:30.771
Yeah, and I'm with you.

00:32:30.771 --> 00:32:33.763
I have said for years the money's in the lurkers.

00:32:33.763 --> 00:32:39.775
I have never had anyone who engages with my content work with me one-on-one.

00:32:39.775 --> 00:32:54.608
It is always the people who talk about my content on a call later or DM me that is actually paying Like they're reading but they're not engaging, not the people who typically buy.

00:32:56.221 --> 00:32:57.567
I am writing that one down.

00:32:57.567 --> 00:32:59.105
The money is in the lurkers.

00:32:59.105 --> 00:33:01.385
I'm going to quote you Really good.

00:33:04.340 --> 00:33:04.541
Yeah.

00:33:04.541 --> 00:33:10.753
Engagement While it looks nice, it's great vanity, it doesn't equal money.

00:33:10.753 --> 00:33:12.101
Yeah.

00:33:12.603 --> 00:33:13.246
Awesome point.

00:33:14.941 --> 00:33:24.088
All right, we will wrap it up right here, because my people love short episodes and they're like keep it under 30.

00:33:24.088 --> 00:33:25.765
Fine, I will.

00:33:25.765 --> 00:33:31.060
How can people work with you so?

00:33:31.561 --> 00:33:41.276
we actually are launching a just launched a new service which essentially has been our onboarding for our retainer clients.

00:33:41.276 --> 00:33:46.593
So we work with our retainer clients, where we're effectively your entire marketing department.

00:33:46.593 --> 00:33:51.392
So if you're ready to like offload everything, we can help you there.

00:33:51.392 --> 00:34:03.141
But if you're really just looking for some strategic support, we're now offering our three-month onboarding as a brand positioning package.

00:34:03.141 --> 00:34:15.487
So we do everything from social listening, competitor research, client interviews, client surveys.

00:34:15.487 --> 00:34:28.902
We do a big collaborative workshop with you to go over your voice, your tone, your ideal client personas and then we end up with this like 30 page brand strategy that we hand over to you.

00:34:28.902 --> 00:34:30.427
That will help you make decisions.

00:34:30.427 --> 00:34:42.405
If you're going to have, if you're going to hire a social media manager or you need a copywriter or graphic design, you have this brand Bible to give out and to help you make all of your marketing decisions.

00:34:42.405 --> 00:34:51.871
So we're super excited about that and you can find all of our information at HaleyDenkerMarketingcom.

00:34:52.780 --> 00:34:58.766
Awesome, and the links will be in the show notes so people can just go boop, boop and click.

00:34:59.619 --> 00:35:00.784
Thank, you for joining me.

00:35:01.927 --> 00:35:04.295
You're welcome.

00:35:04.295 --> 00:35:17.110
Before you go, I want to give you a big fat thank you, because tiny marketing is not as tiny as it used to be and I know it has to do with you.

00:35:17.110 --> 00:35:26.990
Ever since I started asking you to share episodes with friends, it has just grown and grown and I love you so much and appreciate you.

00:35:26.990 --> 00:35:32.911
And thank you for sharing tiny marketing with your friends and your colleagues.

00:35:32.911 --> 00:35:33.813
You're amazing.

00:35:33.813 --> 00:35:52.706
Now, for everybody else who isn't doing that, share, share with your friends and write a review, subscribe, follow and, if you didn't know it, we also have episodes on YouTube this season so you can watch the interview video footage also.

00:35:52.706 --> 00:35:55.929
So go subscribe to the YouTube channel too.

00:35:56.510 --> 00:36:10.206
I just hit my hand on the desk, but maybe editing has canceled that out, and I will put the link right down in the show notes so you can just boop, boop, boop, click a link and follow me on YouTube.

00:36:10.206 --> 00:36:11.965
All right, I will see you next week.

00:36:11.965 --> 00:36:14.768
You love all things tiny marketing.

00:36:14.768 --> 00:36:19.570
Head down to the show notes page and sign up for the wait list to join tiny marketing.

00:36:19.570 --> 00:36:34.146
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00:36:34.146 --> 00:36:35.766
So I'll see you over in the club.