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Selling PPC Lesson 3:
Target the Right Type of Client
When I look for ideal PPC clients I tend to look at two factors. The prospects niche and the size of their business.
I do not want to imply that only these niches work. Or only businesses of a certain size will become good clients. We have taken on clients that would seem to be in less than ideal niches and they have had fantastic results and remained clients for a long, long time. We also have clients who I would say don’t fit into our ideal client size.
What I do feel confident saying is that if you target prospects with the attributes I outline in this chapter, you will have more success, more often. Its basically the same concept as swinging at pitches in the strike zone and more often than not, avoiding curve balls low and away (hope you follow baseball!)
We have 50 niches we really, really like. The final list and associated data is still being compiled but you can learn more about them at this page - Top 50 Niches
The first thing I look for in a niche is Do They Advertise? If a niche tends to spend money on advertising currently, then half the battle is over. You can now help them spend their advertising dollars more effectively online. Oftentimes they are throwing money at billboards, coupon booklets, local magazines and other traditional methods. If they are already advertising, they already have a budget.
Next I look at the urgency of the service they offer. It is not necessarily critical that they offer an urgent service, but these are usually great companies to target. If you have a major backup in your bathroom, you are not spending weeks looking for a solution. Nope, you grab your phone, google the problem you have and likely call one or two of the top ads you see. So a service with a sense of urgency is often a great client.
The 3rd niche factor I look for is the revenue generated. This can either be one time revenue for something like a roof replacement, which can be $5,000-$40,000 or lifetime value of a client, such as a commercial cleaning client, where you have a contract and serve the client week after week.
So to summarize…
If you can match up 2 out of 3 of these, you have a good prospect. 3 out of 3 and they are absolutely ideal.
The other factor to consider is the size of the company (and to a degree, how long they have been in business). The easiest way to gauge this type of prospect is by the number of crews in the field, or people in their office. When it comes to selling PPC services, size does matter!
Generally speaking, stay away from the “one person in a truck” business. These are usually small startups and may not have the business savvy and experience required yet, or the budget they need to be a good client for you.
If every time your invoice is due (and automatically charged to their credit card) they look at it and wince, then you are going to hear from them. Quite often. Or worse, their card may fail due to lack of funds.
This in no way means they aren’t great people, don’t run a great business or won’t one day be an ideal client, it just means for you to grow and scale your business, the business that feeds you and your family, they are not a good fit.
The same if they are a one person counseling service, answering their own phones and managing their own books and marketing.
So aim bigger! Go after the business with several crews in the field, or even several locations. Remember, you have Inbound Revenue and the team of experts here behind you to provide credibility and answer tough questions.
A final note of the size of the business is that service based businesses generally are much easier to work with then eCommerce businesses. With $29 and a dropshipper I can launch a Shopify store. It takes years and lots of money to build a solid plumbing, landscaping or dental practice.
Next I will show you how to find potential clients