I have always had a certain impression of the kinds of clients I have had over the years.
Looking at this new data, it’s very interesting to see a great number of my past clients falling under the umbrella of less than a few niches and industries.
Digital and Medical are clearly dominant, but I would not say that either of those niches are the kinds of clients I’m really excited to work with.
Not to say that I have not had good experiences, because the vast majority of my clients have given great feedback, but different industries do seem to have behavioral trends.
Needy SEO Niches…
People in Digital Services, like Web Design, Marketing, etc, for example, inherently do not value parallel services.
In a sense, they do understand the necessity, but their valuation of services is often wretched, because there is this idea that India and the Philippines can do everything for less, so their expectations can often be fairly entitled, and, at times, unnecessarily subordinate.
I’ve noticed similar things in other kinds of niches.
A part of it has to do with a sort archetype of the business owner you might be working with.
There is a great deal to learn from the way a client talks, the kinds of words they use, their rapport, manners, etc.
I once heard it said that “90% of knowing a person is in the first impression”, but few people are paying close enough attention to be able to spot significant behavioral trends.
Ideal SEO Clients…
In my experience, and observation, it all boils down to a lightness of rapport.
The easier someone is to deal with, the better the experience, and the greater success we can have together.
So, what does that have to do with a niche or industry?
Well, I believe that the same principles and trends we observe in people are also found in the types of businesses they are involved with.
There may be a variety of factors, but I think that the monetization and customer experience of those organizations are what directly influences how they will then relate to anyone they hire, or work with.
What I think that means, for me, as a service provider, is that I have an opportunity to be conscientious about who I am working with, and based on what I know about their businesses, I can have, and provide, a better experience with, and for, my clients.
SEO Supply and Demand…
I was telling a friend of mine, the other day, that, on Upwork, there are thousands of SEO gigs posted, per day, but the average number of proposals, per gig, is roughly around 50.
So, based on that number, the ratio of work opportunities, to actual fulfilment providers, is extremely significant.
There is this sentiment of desperation in the SEO, and other Marketing, communities, but the truth is that there are many times more potential employers than there are experts for any given field.
There are problems on both sides, but when it comes to guys like me, seeking new clients, a lot of my peers don’t have any sort of strategy for how they are targeting their potential clients, and that’s the point I am getting at, here.
Clients are actually at a severe disadvantage, and yet, it’s the SEO Provider that seems to take-on whoever will say “yes”.
The despairity, of this relational dynamic, is clearly evident in the fact that so many clients have had bad past experiences, with the people they hire, and also the fact that many consultants and agencies are constantly feeling like they are being taken advantage of.
(the majority of neither group is targeting their ideal business relationship)
Targeting the Right Kinds of Niches and Industries…
According to these statistics, more than 80% of my clients have been less than ideal (according to my own standards and feelings).
Let me repeat, however, that, that is not an insult to my clients, or that the experiences were bad, as most were very good, but something about those experiences did not make me excited to keep providing SEO Services for similar client-types.
I want to be excited about what I’m doing, and I also want it to be profitable.
Less than 20% of my client experiences have made me feel that way, despite my significant success in certain niches.
Based on this data, I would like to start doing more promotions to the kinds of niches and industries where I have had an average of more ideal experiences.
I would much rather make less money, easier, with a better rapport, and better results, rather than a signfincantly greater amount of money for more work, time-traded, drama, etc.
There may be some niches where I marked an average sentiment, when they should be marked ideal, so it’s something that is going to require further testing, and more diligent records, moving forward, into the future.
I’m also thinking about the potential benefit for various niches and industries, because it’s a lot easier to give value to certain kinds of businesses, opposed to others.
Scaling my SEO Services…
A hard lesson, over the years, has been scalability.
So, however I proceed, it’s going to be with the intention to help the most, scale the best, and attract the kind of people and businesses that are going to appreciate the value of what I teach.
Saying “NO”, to a potential client, can feel like a bratty and entitled thing to do, but after following through on multiple gigs that ended up being WAY more work than you agreed to, I think everyone has an appreciation for faster/easier conversions.
If I can make $375 doing 1-2hrs of work, then why should I keep looking for bigger retainers that take a lot more consistency, creativity, time, etc?
More than that, how can I make some percentage of that amount easier, with less-and-less work, and yet, retain, or even increase, the value to the client?
90% of clients don’t even have a budget above a few hundred dollars, anyways, so why do SEO people keep trying to sell businesses something that they can’t justify in the first place?
Scaling myself, and maintaining a staff, is very costly, and time consuming, but if I essentially crowd-source the work to the client, and scale with knowledge and information, then I can provide value for a much lower price point, which severely minimizes the risk to the client, while still providing a great deal of value.
In conclusion, if I can start targeting the right kinds of business owners, based on this kind of data, then I should be able to grow, and scale, a lot better than simply accepting every business that comes along.