Mikhail Alfon began his entrepreneurial discovery in 2014 with an idea for digital and social networking marketing for a service. It was not an entirely original idea but he knew he had the heart and hustle to get something off the floor.
At first it was a lot of cold calls, a lot of Google searches and a lot of "what the hell is this" whenever Facebook changed their ad platform. What he really wanted to focus on, though, was content improvement. He found there was lots of value in providing that for a service, instead of just "social media marketing." Three-and-a-half decades later, prospective clients are still wondering what that really means. Alfon's always found lots of value in blogging. He loves writing, and decided he could do this for his customers. There are the obvious SEO and branding benefits for the client when they're original digital copywriter pieces. From a business building standpoint, however, it turned into a deliverable he could say ‘hey, we provided this for you’ if it ever came up in a monthly recap meeting. Needless to say, there are only so many articles you can write before you know you must grow your company. This is where his activity on Twitter paid off more than any other marketing tactic he's ever tried. From his former company's account, he "favorited" one of Hannah Moyer's tweets which led to a quick Twitter conversation. She's an independent sales copywriter and he was overwhelmed with the mound of work on his plate. He needed some help, so he chose to DM her about her services. The initial interaction was shaky, at best but over time it did wonders for his company. Here's how. 1. He freed up time to grow the company Alfon’s biggest strengths are sales and business development, as much as he loved writing. Hiring Hannah freed up time to acquire more clients and build more strategic relationships. Just that was such an enormous benefit to his company. As an owner/operator, it's important to free up time for sales. Furthermore, it gave him peace of mind he was able to deliver for his clients better. 2. He was able to raise rates of his services By offering more services, he naturally was able to increase his monthly retainer for clients. Here's the kicker, however, it was not just about offering more services, it was about offering quality services. Hannah's attention to detail and willingness to go as far as to interview his clients or do additional research on them led to exceptional pieces. It's important to not just sell a service, but to deliver a solution and deliver it well. 3. He got referrals Hannah, as a fellow digital marketer, ran into some situations where she wasn't able to fulfill a customer's request. When this happened, she referred more business back to him since they had developed a terrific relationship over time. It's amazing what happens when you treat your vendors and contractors as wquals, pay them on time and promote their services. If you believe word of mouth is powerful, imagine what a positive review from someone who works with you can do.
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October 2017
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