Are you putting out tons of material but your conversion rates are poor? Do you wish that you could stay a step ahead of the competition? How do you even begin competing in a saturated market like SEO? Don't worry! These questions are normal! Are you putting out tons of material but your conversion rates are poor? Do you wish that you could stay a step ahead of the competition? How do you even begin competing in a saturated market like SEO? Don't worry! These questions are normal!

In this episode, we'll cover:
* How to dominate by niching.

* 3 of the best conversion tools.

* #1 way to boost your agency's profile.

Today, I talked with Chris Ching CEO and Founder of ElectricEnjin — an eCommerce website design and SEO agency. Chris is a long-time fan of the podcast, and he's here to share some tips on how he catapulted his agency into adulthood. I love hearing from fans of the show, especially when they come on and share some killer strategies with me. Chris is insanely talented, and he has a few tips that will definitely help new and old agencies alike.

HOW TO DOMINATE BY NICHING
Chris is definitely a hustling agency owner. He went through 3 iterations of his business before he found a winner. We've all pivoted before. But, his best tip on staying competitive in a dense market is this — niche down. I've talked about niching plenty on this podcast. But, this is a reminder — niching brings success (https://jasonswenk.com/niche/) .

There are a plethora of agencies that are going to be competing with you. You need to find what makes you different. Figure out what you're really just good at and use it. Don't focus on your weaknesses! Focus on your strengths! You cannot be the best at everything. So pick one and dominate it. Plus, when you're great in one industry or one skillset, you're more likely to get hired for your expertise.
Think about it. Would you want to hire an agency that's good at digital marketing or amazing at SEO? It's a no-brainer.

3 OF THE BEST CONVERSION TOOLS
One of the toughest parts of starting an agency is figuring out what kind of content converts. Do you start throwing up LinkedIn ads? Should you put out white papers? According to Chris, these are three of the best conversion tools in today's atmosphere.
* #1 Lead Magnets: Chris's agency offers a free site audit as their lead magnet and they're totally crushing it with converting those free audits into paid clients. * # 2 Chatbots: I'm a big believer in chatbots (https://www.facebook.com/jasonswenk/videos/facebook-messenger-bot-best-practice-a-strategy-that-generated-250k-revenue/1045222472312264/) . In fact, I have one! Chatbots are 24/7 sales machines that grab leads, convert, and engage with minimal investment. It's silly not to have one at this point. * # 3 Personalized videos: I send personalized videos to ALL of my clients. They form a connection quick. Chris started using personalized videos on his free website audits. He said they made a huge difference. In fact, he says his audit conversion rate is 50%!

#1 WAY TO BOOST YOUR AGENCY'S PROFILE
If your agency website is not converting the way you'd like, you can change that by making sure your content is ranking for the people who're searching for it. Run a content audit on your own website. Develop a customer avatar (or several of them) and make sure your content is directed to those avatars. Take a hard look at the value you're providing compared to your competitors. Write the content your prospects are actually looking for and maybe even delete old stuff that's cluttering up your site (https://jasonswenk.com/increase-website-traffic/) .

Chris and I talked about one of the most common problem areas for agencies — not branding an experience well. It's not enough to tell people you do x,y, and z. You have to form an emotional connection with your clients. Chris gave a great example. Clif Bars logo has the guy hiking up a mountain with a nature backdrop. They're chunky, unique, and rugged. PowerBars tell you what's in them. It's entirely functional.

Sure, PowerBars still sell. But, Clif bars were able to jump into a market and beat out the Goliaths by transforming themselves into more than the product. They're an experience.
Same thing with Apple and Microsoft. Both of them have done tons of branding. But, one offers an experience, the other offers function. Both can succeed. The difference is this — Apple was able to outsell Microsoft and enter a saturated market. How? They branded an experience.

Conversion: The 3 Best Tools for Digital Agencies To Dominate with Chris Ching

Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing Agencies