Ultimate Guide to Building an SEO Agency: Targeting


Joe Troyer: So next up we talked about the foot-in-the-door offers. Now let’s talk about targeting. The big thing with targeting is that we want to try to programmatically if possible, pro-gra-mmatically… find issues/opportunities. And essentially what I’m saying is whatever our foot-in-the-door product is that solves an issue, we want to try to be able to spot those programmatically. So if it’s that the GMB listing isn’t verified, if it’s that they only have four photos instead of 10 photos, if it’s that they’re missing Google Analytics or they’re missing Google Tag Manager, or they don’t have a Facebook Pixel or a Google Pixel. Or they don’t use their city name in their title tag, whatever it is that we came up with for our foot-in-the-door, in terms of targeting we need to make sure that we can find those quick and easy. Okay? So that’s the first thing in terms of targeting.

Joe Troyer: Also, obviously with targeting, we need to be able to find, preferably, I like to start testing my message with email. Okay? I think it’s a lot easier to test the message with email than for example, cold-calling prospects. What do you guys think? Brand new offer. You’ve never given it before and you’re just going to start cold-calling and asking people if they want it? Ah, I don’t think. And guys, I’m not knocking cold-calling. Actually I think that it can work and it can work gangbusters, but I think that you need a good message. Okay? And so I think the best way to start testing your message and get some scale out of it is with cold email.

Joe Troyer: Frankie says he agrees. LinkedIn could be another one. BNI groups could be another one. Right? Anywhere where you got an introduction. And somebody’s asking you, “What do you do?” is another great way to start testing your messaging. Just not going in cold.

Joe Troyer: In terms of targeting I’m going to give you guys another idea too. This is higher level but at the end of the day, I think a lot of times we start to, with our prospecting and our marketing, we start to think about people as numbers instead of people, right? Does that make sense? So if I were you, I would create what people call a Dream 100 List. So I would look at my ideal prospect list, I’d move it backwards, I’d go find a list broker, and I would say, “I want a million plus, three plus dentists, five plus dentists, two crews.” Like, whatever criteria that you set up. And I would find over $1 million, or over $3 million or over 5 million or 2 million or whatever the criteria is, right? And I would go find who are the top 100 people in the market that I want to do business with, that are my ideal prospects.

Joe Troyer: And then I would implement a very strategic stalking type of campaign. Right? And I would treat that very different than just my run-of-the-mill cold email campaign, right? These are the people that, just a couple of these deals could quite literally be life changing. Okay? And you can do things with this Dream 100 List in terms of marketing and in terms of budget, in terms of time investment, that you would never want to do with the other 90% of the market. You could send personalized one-off emails, you could send gifts, you could send packages.

Joe Troyer: I was reading a case study the other day that, a guy quite literally sent a marketing manager of this company an iPad. And he sent him an iPad just to get a meeting with him, right? Because he was part of his ideal prospect and his ideal prospect pool. And now he’s got a pending contract in right now that they’re negotiating for 15,000 bucks a month. Like it got his attention. He knows his numbers. He knows that if he talks with one in four of these guys that they’re going to close.

Joe Troyer: So I’m not saying blow money foolishly, right? But longterm, you can afford to do things with these people that don’t scale quite so well. And this gets fun, in really thinking through this. And it’s one of the tactics that I just started implementing for our own agency as well.

Joe Troyer: So, other things is, when you’re thinking about targeting, one other tip, one other technique that I can give you guys is, when you’re using scrapers or any list building tools, is that there’s always going to be the bad emails or bad contact info/wrong details. And not short term, but longterm, you should go back to this list, right? And then you should pay, or I would highly suggest paying a VA to find and update this list. Okay? Go find who is the marketing manager or whoever the position is that you’re trying to reach out to and go update that list. Because if nobody has this data from a list that you bought or from a scraper that you scraped, the chances of you actually getting a hold of them are much higher because they’re not getting hit by every Tom, Dick, and Harry in the marketplace as well.

Joe Troyer: Okay let’s see where we’re at here. Frankie says, “OMG.” I hope that’s good man, not bad.

Joe Troyer: All right. So we need to catch up on the SCO offer a little bit. So based upon the criteria that we set, based upon the foot-in-the-doors that we set, based upon the targeting, let’s think this through a little bit. Give me a niche that meets all of that criteria for our local SCO agency. Give me some niches guys. And I’ll be blunt. I’ll tell you if I think it’s a bad idea, I’ll tell you if I think it’s a great idea. I’ll be raw and uncensored and we’ll just jot down the ones that make sense.

Joe Troyer: Plumbing. Yeah, definitely. Plumbing could be one. My friend, Josh Nelson, plumbing and HVAC, SCO. They don’t just do SCO all encompassing digital marketing, but they have a very, very successful agency primarily dealing in HVAC and plumbing. So that’s definitely been proven. And I think just over the last, I don’t know, two years maybe, started offering PPC and some other services as well, but definitely.

Joe Troyer: Water damage. So ideally guys, forgive me, but this should probably be on the previous slide, but we’re just going to put the niches here that we come up with. Water damage has great big value. Water damage per customer. Water damage as well from what I’ve seen… I’ve sold a heck of a lot of water damage agencies or a heck of a lot of water damage deals and to a lot of those customers or prospects. And from my findings, they’re very, very adamant to do more marketing because it is rain… It’s either like… What’s the analogy man that I’m trying to say? Blonde moment here. Forgive me. It’s either dry or it’s like monsooning. Either they have no business, or they have too much business.

Joe Troyer: And there’s this ebb and flow that happens in that industry. And every single time they go through a dry spell and they don’t have all these water jobs, they have to lay off all their contractors, and all their contractors then have no money. Right? And so all, they don’t have, they’re not able to feed their family. Then they got to go do other things and the business owners are put in really bad situations because of it, right? Like they feel bad. And so from what I’ve seen, nobody wants to have to keep going through that. So I’ve seen that water damage companies are very, very, very open to marketing conversations. As long as you can talk the talk and walk the walk, and show them that you got some marketing chops.

Joe Troyer: All right so, going to be blunt and going to be real with you guys as always. Somebody said, “electrician.” I would run from electricians. I don’t think it’s a B2C type of offer. It’s a B2B type of offer. The electricians are getting their jobs from builders, right? And from referrals and subcontractors. And subcontracting, that’s how they get most of their business, not business to consumer. And if you look at an electrician’s job that they do get from consumers instead of businesses, the job value from consumers, I’d assume the average ticket is in the shitter, right? It’s like, “Come fix my broken fan. Oh, hang this light. This one outlet doesn’t work.”

Joe Troyer: So I do not claim to be an expert in electrical, but just my own initial gut feeling, and I’ve talked with a couple people about this. I had an electrical contracting company come to me and they’re like, “Joe, we’ve looked you up, we’ve done your research, we want you to do our marketing.”.

Joe Troyer: And I flat out had this exact same conversation with them and I’m like, “No.” So, just my point of view on, on electrical. In order to get good search volume and be able to prove my worth, we need to be going truly B2C.

Joe Troyer: Oh yeah. Chiropractors, dentists, roofers, cosmetic surgeons are all opportunities. Definitely. Who said that? Jamie? Is that you Jamie? Yeah, Jamie Ludlow. So Jamie, thank you. Those are all great suggestions. I would just make sure that you pass them through your ideal client list then as well. Do they meet the criteria that you have set forward? Personally, I probably wouldn’t work with dentists and I probably wouldn’t work with cosmetic surgeons. Just not people that I would want to be surrounded with on a daily basis. I’d rather be surrounded by a roofer probably, or a chiropractor. Just my personal gut pushback. And that doesn’t mean it’s right or wrong, it’s just I know myself. And again, guys, I want you to think about what’s going to make you guys happy, not just dollars and cents. What’s going to keep you happy longterm so that you can build a real business and a sustainable business.

Joe Troyer: Home security, I would run from as well. Also pest control I would run from. And the reason why is that the average customer value is really, really low. And the only way that they make any money is if a customer stays onboard for a really long time. So justifying your return on investment on leads that you send? It’s going to be hard. At least it would be hard for me. So maybe you guys know something that I don’t, but I would stay away from those.

Joe Troyer: Let’s see. Any others? Mold removal. Yeah. Foundation repair. Yeah, that would be definitely big ticket.

Joe Troyer: Local restaurants. Personally, during college I was a prep cook or a line cook in restaurants. I don’t know. I would run the other way from restaurants, personally. Their margins are obviously super tiny. I haven’t had great experiences just personally in restaurants charging bigger retainers. I sold some lower ticket recurring stuff to restaurants and niches that I would consider similar and they’ve done okay.

Joe Troyer: Auto body repairs. So Margaret, that’s an interesting one to bring up. A point of consideration when you’re doing your niche research is how much of the niche is influenced by search versus outside factors? So auto body repair is I believe, a vertical that is very influenced by insurance. Right? So you get in a car wreck, you talk to your insurance company, a lot of times they’re negotiating or telling you where to go in terms of where to get your car fixed. Not all the time, but it’s definitely influenced by insurance.

Joe Troyer: And you can say the same thing about water damage or mold. But most people these days aren’t using insurance to find somebody to do mold. They used to in the past, and they used to use public adjusters a lot and they’d just call their insurance companies and say, “I have a mold or I have a brown spot.” But now they know that they need to either use a public adjuster, or they need to call somebody directly, like they’ll go to Google for it. So I would just wonder, Margaret, how much of that comes from insurance and referrals versus people searching in Google. And I could be wrong.

Joe Troyer: Fencing, I like. Pole barn builders I like. My only concern, Frankie, with pole barn builders is, is there a lot of volume? Am I going to be able to get them quantity? Definitely the average customer value is up. I would make sure definitely that, because there’s not going to be a lot of volume, that they have a proven system to take cold traffic again and turn them into revenue.

Joe Troyer: Landscapers could work, but again, I would be looking for bigger ticket type of landscapers, not like, “I’ll mow your lawn every week.” Just, I think that’s going to be a hard one to pencil out and show the return.