Be a Guide - not the hero!
All businesses should be doing everything they can to try and increase their client base and continue interaction with current clients. This is true for every business and applies even more so in the creative world. I know, I know, most of us really couldn’t give a shit about marketing when we first got into our creative industries. We want to spend all of our time being creative, making stuff that makes people go wow! This, in itself, should bring clients to our business – clamoring to be part of our wonderful creative entity! Unfortunately, it doesn’t really work like that.
In this day and age, everything is available at a click of a button or from a search on Google, Siri or Alexa. It is instant gratification at its finest (or worst!). We are all guilty of it. We reminisce about how good it was when local towns had local stores and then the next day place an order on Amazon prime. It doesn’t really matter if it is right or wrong, we just have to accept that this is the future of business. Nearly every business transaction now starts online. How do we rise above all of this noise!
So, the question we need to ask ourselves is why should somebody choose to use my business over someone else. How is the person looking for our service and how can we be front of mind when they start that search. That is where marketing comes in. Now, a lot of people think the “M” word is one of the scariest out there. And don’t get me wrong, if you don’t have the drive or determination to figure this out then you may be trouble. It is like everything else in business. Something you must spend time on trying to understand and figuring out how it can work for you.
That’s exactly what I had to do. I started by researching how to use SEO (search engine optimization) and how I could get my website to within the first two pages of a Google search for certain keywords. My main keywords were British voice actor USA. I put all my effort into this and after 3 months I turned up on the 1st page. I am now the first entry on the first page (not including ads). This isn't a brag. How can I guide my prospective clients if they can't find me? I want to help them find me in the easiest way I can.
So now that I had Google working for my clients, I had to try and find other ways to help clients to my website. This is when I concentrated on Linked-In. I did tons of research on how to make it work for my clients. Rather than using it to connect to other people in my direct line of work (voice actors), I concentrated on connecting with my prospective clients. I took the time to look into what they did, what they offered, what made them different. I then used personalized connection messages to build my connections. I also subscribed to Linked-In professional for two months so I could use their more in depth connection features. I can now say with confidence that I have connected with nearly every video production company, advertising agency and E-Learning business’s in my local area. Not for the sake of connecting with them but to create conversations that will be mutually beneficial.
I then took this to the personal level. What’s the point of connecting with local people if I don’t make the effort to find out more about them. I’m curious like that! I started to go through my connections and asked if I could meet them in person (a work in process). Not because I want to earn their business. I honestly want to find out more about them. How their business works and what issues and problems that they have. This has allowed me to meet some great people and find out more about what makes my clients tick.
I then delved further into marketing and started reading everything I could on the subject. One of the books I read (well – listened too!) was Building a StoryBrand by Donald Miller. For some reason, this book struck a chord with me. It laid out some very simple tactics to create your brand by approaching it like a story in a movie. You have to position yourself as the guide, similar to Yoda in Star Wars, that helps the hero (your client) save the day! It made complete sense to me. It wasn’t as if I was making the shit up. I truly believe that as a voice actor, I am guiding people all of the time. Whether it is guiding people through an E-Learning project, helping them chose a product through a TV or Radio commercial or helping with the atmosphere in a documentary TV show. So, I started implementing my story on all my marketing.
And I am happy to say – I am starting to reap the benefits of this hard work. I am driving more people to my website, but more importantly, I am creating lasting relationships with new clients. I truly believe I am providing a service to my clients that they want and need. And when I get the opportunity to work with a client, I make sure that they receive the highest level of service and give them the best professional experience available. My repeat clients are the nicest people in the world and I cherish the relationship that I have with them.
But in the end, I don’t treat marketing as a chore. I love what I do. I love providing a service to my clients that takes their project to another level. I really do feel like a guide, helping people when they need a British Voice Actor. The only reason I want more clients is so I can spend more time behind the microphone giving life to words. This is something I am so passionate about. It’s a win-win for everyone!
LET ME GUIDE YOU
If you would like me to be your guide, please find your way to the British Voice Actor in the USA. I look forward to the journey!