We’ve been in business for 3 years and have helped many different businesses from a wide range of industries in that time. Recently, however, we decided to niche down and focus on a particular type of customer where we think we can deliver the most value. Those customers are;
- Small Australian businesses targeting customers in local markets
- Businesses whose own customers are worth more than $500
- Businesses attempting to generate leads from their websites (ie. not e-commerce stores)
The above paragraph and criteria are an excerpt from our about page and we’ve also added a note to our contact page that businesses need to fit the criteria if they want to work with us. I wanted to write a post to expand on this and explain why we’ve chosen to serve this particular type of customer.
Small Australian businesses targeting customers in local markets
- They are nimbler than their bigger counterparts which means the path to getting things done like website changes or article approval is much more straight forward
- I enjoy working with small businesses, not entirely sure why but probably because we are a small business too and we like to root for and help the ‘underdog.’
While most SEO techniques are country agnostic, there a definitely differences between different markets and it helps to be familiar with the market you are working in.
Local markets are generally less competitive which suits our strategy better. Larger, more competitive markets usually require a custom strategy which will add complexity and drive up costs. One of the reasons that we can offer our services at such low rates is that we have focused on streamlining our processes and we must avoid complexity to maintain this.
Businesses whose own customers are worth more than $500
We want to make sure we can deliver a positive ROI (return on investment) for our clients. Businesses with a small value per client will need many more new customers in order to make a positive return.
Businesses attempting to generate leads from their websites (ie. not e-commerce stores)
Search Engine Optimisation for an e-commerce store requires a very different set of tools, processes and skills than SEO for a content focused website. As part of our focus on streamlining our business, we’ve decided not to take on any e-commerce clients. This means we are looking for businesses who are trying to generate leads from their websites which they’ll then take offline to turn that lead into a sale.
In this section I want to outline some other considerations which are not included in our three criteria but are still part of the profile of our ideal customer.
Tech savvy enough for a primarily online relationship
One of the reasons we can deliver our services at such a low rate is because we’ve removed in-person meetings and conduct most of our customer support by email. As such, our ideal customers will be tech savvy enough to be comfortable with a relationship which is primarily online.
Have their own web developer
As we are focused on SEO, we don’t want to get bogged down with web development. Ideally, our customers will have their own web developer who we can work with to implement the website optimisation recommendations and add the new content we’ll be creating each month. If customers don’t already have a web developer then we can recommend one for them from our partners.
Because the types of customers we are looking to work with are so specific, we are building a network of referral partners. We give a commission in exchange for an introduction to a business that fits our ideal customer profile as outlined on this page. If you are interested in joining our referral program or would like more details, please contact us.