Who do you serve? Dabble Media serves two distinct niches - Kathleen Celmins

Who do you serve? Dabble Media serves two distinct niches

I mentioned in an article recently that one of the things I’ve been struggling with since the beginning was the fact that I didn’t really know where to focus my energy.

Who would I serve?

The first — and easiest — answer was that my fresh new company would serve the entrepreneurs I’ve known for the better part of a decade.

And that has been largely true.

My first batch of clients are all people I’ve known for a long time. Helping people I know and admire get more email subscribers, more leads, and make more money from the internet is the reason I get up in the morning. I’m so inspired by my friends and colleagues, and I can see the value I’m providing.

But I also know that my network isn’t enough to grow my business to the level I’d like.

I’ve done a bunch of research (and I’ve asked Emma to do a bunch of research as well) on how we can find a niche. We’re getting close.

Dabble Media’s two distinct niches: internet entrepreneurs and service-based brick + mortar companies

dabble medias two distinct niches

As much as I know — really, truly know — that finding a niche and specializing is what will bring me to the level of revenue that will make Dabble Media a sustainable company, I can’t stop thinking about my friends.

My friends are all internet entrepreneurs and make their living providing services or products delivered digitally. None of them have physical locations. Sure, some of them rent office space, but they deliver their brilliance online.

Meanwhile, service-based businesses (like car washes, pool installation companies, air conditioning companies, etc.) are missing huge opportunities by ignoring the internet.

I can help both types, but not with the same offerings.

Part of the struggle of the first six months was the agony of having great ideas for my peers while also not knowing who else to go after.

So I’d spend hours doing research. Googling “niches that need marketing” to no avail (everyone needs marketing, Kathleen).

Then, an idea would pop up for a product to create and I spent weeks developing that.

I’ve decided, once and for all, that my company will serve two distinct niches, and it’ll service those niches with very different offerings.

This might sound like an obvious conclusion, and I suppose it is… now. But it’s one I’ve agonized over from day one.

How we serve internet entrepreneurs: promotion shortcutsdabble medias promotion shortcuts

If you know me in real life, you’ll know I’m crazy about systems. I love automation and tools, and I love working efficiently.

I also loathe being the bottleneck. If I’m going to the effort of hiring someone, I need to do my part and get out of her way so she can get things done.

So, together we researched all the steps of every promotional campaign we put together for our clients, and we came up with this list:

  1. Gathering testimonials
  2. Creating a sales page
  3. Brainstorming the perfect opt-in
  4. Creating a quiz
  5. Creating a webinar
  6. Creating a thank-you page
  7. Creating a landing page/registration page
  8. Creating email funnels
  9. Creating calls-to-action
  10. Setting up Facebook ad targeting
  11. Setting up Facebook ad messaging
  12. Other promotional ideas that don’t fall into any of the rest of the categories

I started compiling the resources I had for each piece and writing tutorials — recipes, really — on how to get things done “the Dabble Media way,” not because I think my way is the best, but because following a proven recipe gets proven results.

Plus, having a process means you don’t have to wait for the creative muse to visit you. And, none of my team members ever had to deal with the agony of a blank page.

Instead of delegating “write 5-8 follow-up emails for client X” and hoping they would use the right combination of communication and sales skills (regardless of their training in email writing), I could say, “use one of these nine templates as a starting point, then change the language so it matches client X’s website.”

Which approach do you think gets us closer to a finished email funnel?

Because I’m a member of Wandering Aimfully, a membership site packed with all kinds of resources, I have free (well, included) access to Teachery, an online course platform.

Putting our resources there made perfect sense because, without that structure, all the resources were a huge mess in Google Drive.

See how they look here:

layout of the 62 promotion shortcuts

They’re so easy to navigate!

Once I put those together, the lightbulb went off.

This collection of promotion shortcuts had to be something that was useful to other marketers, right?

Or even not marketers — just people who want the shortcuts for promotion without hiring an agency.

Emma and I put our heads together and split the promotions up into four levels:

Level 1: Fill-in-the-blank sales page template

This is our free opt-in for the shortcuts funnel, and as a standalone product, it’s great. It asks questions about your audience, your product, and your background, then spits out a pretty decent first draft of your sales page.

You can read more about sales pages in this post: How to write a sales page that converts in under an hour.

[earnist ref=”28-essential-sales-page-elements” id=”1800″]

[earnist ref=”15-minute-sales-page” id=”1802″]

Level 2: 9 email funnel shortcuts

This is our $49 product. It’s a collection of email templates that make it so you don’t have to deal with a blinking cursor on a blank email screen.

You know what I’m talking about!

The 9 email funnel shortcuts included in this level are:

  1. Email zero: the first email after someone opts into your mailing list
  2. “Book a call” post-webinar email funnel: a stronger-than-you’re-comfortable-with sales pitch email follow-up that will help encourage people to call you
  3. Post-webinar follow-up funnel: after a live webinar, the series of emails to send to encourage people to buy from you
  4. Post-quiz follow-up funnel: these get opened at a higher rate because they’re still all about the reader
  5. The exact email funnel we used for a previous on-demand webinar: because sometimes templates aren’t enough and you want to see a real funnel
  6. Pre-webinar email funnel: three emails to send to your list before you host a live webinar
  7. Email template to invite your list to your on-demand webinar: invite your list to your recorded training without forcing them to opt-in again
  8. Flash sales email funnel: email your list when you’re having a sale
  9. Re-engagement email funnel: if you want to boost your open rates, use this one

Learn more about 9 email funnel shortcuts here: 9 email funnel SHORTCUTS

[earnist ref=”9-email-funnel-shortcuts” id=”1817″]

Level 3: 9 webinar shortcuts

If you think a blank email screen is a productivity killer, try an empty Keynote/PowerPoint/Google Slide screen. Where are you supposed to start?

Fonts and colors, of course. Oh, wait, that might just be me.

But really, creating slides for a webinar can take anywhere from six hours to a few days when you start from scratch. But we’ve streamlined that with these shortcuts.

The 9 webinar shortcuts include:

  1. Webinar background and notes: why you should be using webinars and how to include them in your promotion strategy
  2. Webinar content outline questionnaire: start here before you open your slide builder
  3. Dabble Media template 1: option one for a webinar structure
  4. Dabble Media template 2: option two
  5. Dabble Media template 3: completely different layout
  6. Dabble Media Keynote slides: from one of the on-demand webinars we ran
  7. Link to our finished on-demand webinar: so you can see the finished product
  8. Notes from the Perfect webinar: Russell Brunson’s formula
  9. Webinar registration template: create a webinar-specific landing page

Learn more about 9 webinar shortcuts here: 9 webinar SHORTCUTS

[earnist ref=”9-webinar-shortcuts-earnist” id=”1819″]

Level 4: all the promotion shortcuts

This is our biggest package. It includes not only the email funnels and the webinar templates but everything else a promotional campaign needs.

Everything from:

  1. Gathering testimonials
  2. Creating a sales page
  3. Brainstorming the perfect opt-in
  4. Creating a quiz
  5. Creating a webinar
  6. Creating a thank-you page
  7. Creating a landing page/registration page
  8. Creating email funnels
  9. Creating calls-to-action
  10. Setting up Facebook ad targeting
  11. Setting up Facebook ad messaging
  12. Other promotional ideas that don’t fall into any of the rest of the categories

All told, there are 62 shortcuts in this package (more if you split up the email funnels into their respective pieces!).

This collection of shortcuts isn’t a course, per se, even though it’s laid out in Teachery.

[earnist ref=”teachery” id=”1821″]

Instead, it’s a guided tour of the steps required to do promotion yourself without pulling your hair out.

Learn more about all the promotion shortcuts: 62 shortcuts for promotion

[earnist ref=”62-promotion-shortcuts” id=”1820″]

How we serve offline service-based businesses: marketing servicesmarketing services

Since the offline businesses we serve don’t know the first thing about sales pages and use the word funnel to mean… an actual funnel… the DIY shortcuts simply aren’t going to work for them.

Instead, we’re offering the following:

Simple websites designed for conversion

Most of the time, our services start here. An up-to-date website builds authority. We don’t believe a website redesign should be expensive or take six months to finish, so we price our redesign service low and work in a tight timeframe.

So we:

  • Install a StudioPress theme (because they look great out of the box and are already mobile-responsive)
  • Design a new home page (so their site doesn’t look exactly like all other out-of-the-box StudioPress themes)
  • Add a call-to-action to help capture leads (although creating the opt-in itself and writing the email funnel are separate)
  • Refresh fonts/colors if necessary

[earnist ref=”studiopress-by-genesis” id=”339″]

And we do it in 2-3 weeks for around 2500.

That’s step one.

After they have a better-looking site than they did before, we’ll start talking about the other services we can offer them.

Those include:

  • Local SEO so they can get on page one of organic search results in their area
  • Running a marketing campaign to get them more leads
  • Creating a content marketing program to get them more organic traffic

And more, depending on what they need.

But it all starts with simple web design.

To me, having products that appeal to my peers is exciting. It opens up the conversation to coaching (which I also love doing — helping people get their promotions done is quite satisfying for me, and helpful for the entrepreneurs themselves) and working together in some capacity.

It also gives me … the word isn’t permission, but I can’t think of a better one… to pivot and serve offline businesses.

My entrepreneur friends are the DIY crowd. They’ve built their six- and seven-figure businesses pretty much all by themselves.

They’ve built their own websites (or adjusted the themes from StudioPress and made them their own). They’ve written their own sales copy. They know the marketing jargon.

They don’t need done-for-you services.

The brick and mortars, though, if asked, would say that yes, of course, they’d like to leverage the internet better.

I gave a talk at a group of local business owners titled “your website is an employee” and listed the few jobs that I believe a website should be doing for you. The idea is that if you treat it the right way, your website can be the cheapest hardest-working employee on your roster.

It went over well.

I’m excited to start developing our outbound marketing efforts to service-based businesses while at the same time helping the community I already know make the most out of their marketing efforts.

A quick note on why I’m blogging my way through some of the decisions in my business

I am constantly inspired by Austin Kleon, and his book, Show Your Work, talks about the myriad reasons to pull the curtain back and discuss your process and your methodology.

I’m also someone who came into this space with a problem (a mountain of credit card debt) and blogged my way right out of that problem. So it helps me move the needle more in my business if I can write it out.

If any of this helps someone else, that’s also quite exciting. Because starting from scratch is hard, and there aren’t enough guides to show you the way.

Thanks for joining me.

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