SEO is one of those things that many people know about, but at the same time, many don’t really know about it. However, I met Kotton Grammer, who seems to know the ins and outs of the industry. I wanted to know how he has over 150 clients a month and is on the first page when you Google GOOGL +0.01%keywords like Chicago SEO, St Louis SEO or New Orleans SEO and… zero employees.
So here are 7 things I learned when interviewing him about how he does it all.
1.Your Backend Will Determine Your Success
His backend process has enabled his to do things more efficiently. Grammer has never needed employees because he outworks everyone and makes his process as simple and efficient as can be. Which allows him to handle everything. Besides outworking the people in the industry – he works smarter than people in the industry. He’s always doing research development which allows him to be 3 steps ahead of the competition. Many people won’t do the dirty work and learn about their own industry. Always learning and improving is the way to stay ahead of the curve in this space.
2.Your Knowledge Will Keep You in Business
Having the knowledge in your industry is always the best currency. People hire people that know how to do the job. Having the knowledge means you can provide massive value to other people’s lives. When people can relate value to the price you’re asking for – the price is no longer an issue. Know what you are doing and know who you are doing it for. Being purposeful and knowledgeable will help you be in it for long-term.
3.Client Acquisition is The Way You Make the Money
Many people know how to rank but not many know how to convert those visitors into clients. The reason Kotton has a lot of clients is because he knows how to take them through the funnel from a spectator to a buyer. Build relationships with your clients and ultimately provide them with what they want and find excitement from accomplishing just that.
4.Be Able to Communicate Effectively
You can have a great product but if you can’t convey that to the other person – they will think otherwise. People like to listen to a person who knows that they are doing and that are confident with their delivery. If you doubt yourself when you are talking to a prospect – they will doubt you as well. Communicate what you will do and how you will do it so that way the customer ends up with no questions.
Usually, people are good at either 1 to 2 areas of Speaking, Client Acquisition and SEO but Grammer shows that all of these 3 along with client retention is key to scaling a business like SEO.
5.Focus on what really matters
He states that he’s not one to go for the limelight and be one of those public figures. He only focuses on what matters – which is making money. This also means keeping communication with his clients at a bare minimum. To others that might be shocking but his response is perfect. If they really respect the work, they wouldn’t take much of his time and let him do what he’s good at. Plus, there are daily reports of rankings which is why clients don’t need to speak much either.
His clients only have access for one demand meeting a month or if an emergency comes up. He does not believe in scheduling meetings when they are not necessary. This allows him to be efficient and provide clients the end results they have wished for. In other words, let him do the work and you will get what you want.
6.Turning Clients Into Employees
If you have a lot of value in your business and provide value to other people, then others will treat you as that: valuable. The clients are a key component to help grow the SEO business. He tells his clients that he will do SEO for them for free if they refer 3 people to his business. This creates a word of mouth effect which allows his clients to do the marketing for him. This way Kotton scales his business and for every 3 clients he gets – he does 1 free. So if a service is 5k – and someone refers 3 other people he just made 15k. This is a never ending cycle. This is how you start turning your clients into your sales employees and what better way to convert customers than getting a friend to refer you.
7.Business is a Marathon, Not a Race
Don’t try to make a quick buck with SEO, as your reputation is everything. If you get a high-end client and need to spend the money they gave you for the first month. Don’t worry about it. Provide the results and lose money in the front end. They will be clients for years to come if you do the work you were hired to do. Spend the money upfront and think long-term.
Article from Laura Inamedinova