Built To Scale explores the ups and downs of creating a thriving business while also having a full life. Host Craig Severinsen has been coaching and consulting clients for the past 10 years on how to attract perfect clients, create systems to build team, and create stable revenue growth. Tune in for conversations with entrepreneurs about what they're doing to make more money, attract better clients, and work less.
Ep29 James Hipkin - Expanding Your Business with Existing Resources
Welcome to Ep29 of Built to Scale.
I'm really excited today because our guest, James Hipkin is the founder and CEO of Inn8ly, which is a website development tool. He brings the fire today.
There are three things in particular that I think you're really going to love about this episode:
- Using your current capabilities and resources to expand your business in innovative ways. This is really all about looking at your current business, where the opportunities in the marketplace are, and marrying those two things. And he has a really unique approach that I think you're going to really love.
- Staying client-centric, and how that's important not just for growing your business in terms of marketing, but also retaining your business.
- Adding another avenue in your business or another offer in your business in an intelligent way. And this is something that I see a lot of entrepreneurs struggle with. So I dove into that a little bit deeper with him about how he was able to launch a secondary offer so successfully, and he gives us the number one strategy to make that an inevitability and it's going to blow your mind what it is.
12 Oct 2022
Ep28 How to Create Effective Leadership-level Content
How to Create Leadership-level Content
Today we're talking about one piece of advice: stop being a content consumer and start being a content creator. And not just any content creator, we're gonna be talking about Leadership-level content.
This is going to transform the way you approach your content. Leadership-level content is content that is basically the rallying cry to your community. It's the content that becomes a banner that you put out in the marketplace, allowing people to come and join you, building a community around this content.
It is difficult to make this type of content. It takes courage to make this type of content. So I think it's helpful if we talk about the different levels of content you can make to help you kind of wrap your head around and imagine how you can use Leadership-level content in your marketing strategy for your business.
The Three Levels of Content
So I like to classify content into three different levels.
“How to” Content
The lowest level, the easiest to make is "how to" content. This is like if you've ever done a search on YouTube or Google, and said, "How do I update my LinkedIn profile," for instance, and found a video or an article that walked you through it.
The internet is swimming in "how to" content. It is the easiest to make. It is the easiest to find. And this is probably where you and 90% of your competition are living right now in terms of messaging.
Results-oriented Content
The next level up is the "why" or results-oriented content. So this level is about connecting to why we do things. Like saying, "Hey, here's my service. And this is why you'd want to use this service." We're talking results and ROI which is better and more engaging than most people are doing. But it's not quite the top level of content yet, which is Leadership-level content.
Leadership-level Content
Leadership-level content is content that really connects with your audience and drives action. And it's something that you can build a community around. It's something that drives identity even. And if you want to look at great examples of this, we could pull out examples from all sorts of different industries. Though it may be overused as an example, Apple is the epitome of this. Apple uses this type of content all the time when they talk about being creative. We could look at tools like ClickFunnels with Russell Brunson talking about being a funnel hacker, right? That's Leadership-level content for his tribe.
We can look at civic leaders like Martin Luther King, Jr. talking about equal rights for all races. These are ideas that can change the world, change an industry, and help people take their businesses and lives to another level.
4 Oct 2022
Ep27 The Key to Client Retention and Consistent Growth - Your Client Success System
Client retention is the unsung hero of business growth.
Imagine yourself walking the wrong way up an escalator. Every time you make a sale, you're taking a step up. But every time a client contract expires or a client stops working with you, you will start moving backward.
And if you're losing clients just as fast as you're making those sales, you will either remain standing in the same place or keep moving backward.
In business, your goal is to retain more clients. Because when you do, you can grow more easily and be more profitable.
Can you imagine your business retaining clients so well that they stay with you and continue to pay for your services? All you have to do is make one or two sales a year, and you grow by about $100,000. That is the power of client retention.
Client retention, however, is not a guarantee of $100,000 a year. I'm trying to tell you that there is so much opportunity in client retention, making your sales and marketing much more effortless.
This is why a client success system is essential to have. It is the perfect solution for successful client retention.
As you grow, you cannot provide service to every single client, plus do the marketing and the sales of your business. You may think you can do it, but you don't have the time.
The client success system's goal is to enable your business to grow past you so you can reclaim your time and at the same time, guarantee your clients the results that they have been promised.
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