A few weeks ago, we made a really big change here. In the past, we worked with any client in any industry because 1) it was really easy to work with whoever came to us, and 2) we never had any issue with it. But as we worked with clients in different industries, we kept struggling with how to learn them.
After digging into our financials, we realized 55% of our income fell into 3 industries: law, medical, and home services. We’ve reworked our marketing to surround those 3 industries and we’ve noticed we’re getting a lot of referrals to people in those 3 segments. What’s happened is that by us saying that we focus on these segments, it’s given people a lot more clarity about what we do and specialize in. It’s so much easier for people to filter their contacts down to the kinds of people we want to work with. It has led to really good referrals straight from the people in our immediate contacts.
Erik J. Olson is an award-winning digital marketer & entrepreneur. The Founder & CEO of Array Digital, he is also the host of the Journey to $100 Million Flash Briefing and daily podcast, and the organizer of the Marketers Anonymous monthly meetups.
Kevin Daisey is an award-winning digital marketer & entrepreneur. He started his first company when he was just 23, and is the Founder & CMO of Array Digital. Kevin is the also the co-host of the Journey to $100 Million Flash Briefing and daily podcast, and the co-organizer of the Marketers Anonymous monthly meetups.