Most of us, especially those in marketing, periodically “Google” ourselves. We’re looking to see our page ranking if the content we’ve created has risen to the top or find out what people are saying about us or our company.
In a recent Google search of marketing consultants and business coaches, I noticed that Jonathan Goldhill, of TheGrowthCoachLA, was at the top of page one. Since Jonathan and I had met previously through a networking group, I asked to interview him about his marketing strategy and he agreed.
Jonathan’s background includes an MBA with an emphasis in Entrepreneurship from USC and a long-term stint as a small business consultant. In 2004, Jonathan joined a franchise, The Growth Coach, to benefit from their name and proprietary content. While Jonathan had access to a lot of material from The Growth Coach, he still needed to brand himself – and a big part of that was determining what niche he could target with the greatest success.
Most brands have a “deep specialty” – a very narrow repertoire of products or services. Having this focus allows the company to become known as an expert in the field: the “go-to” business for a particular need. For example, an electrician will have a total niche Website For Trades as
In contrast, Jonathan Goldhill terms himself as “a marketing generalist” but stresses that he has a “deep niche.” He has acknowledged the importance of business marketing within their niche and focusing their marketing efforts correctly. Their niche keeps them in the area they need to be in to make sure they are getting the right customers, they can do this by using personally designed business cards from places such as Printivity to market correctly. He knows that it is important to understand his target market and who he will be marketing the services to. For example, using a Website For Trades as he is a tradesman will help develop his niche and reach the desired audience. When working on his brand, he decided to target small businesses with five to fifty employees, in need of marketing services but relatively underserved by existing coaches. His niche? Landscapers.
In the process of developing a brand and the resulting marketing strategy, one of the biggest hurdles for small businesses is to define their “Target Market.” Fearing that they will lose the business of those they might miss by limiting this pool, they try to reach everyone. The lack of focus only dilutes the message – and the results.
Having thus determined his target market niche, Jonathan set about creating and executing his marketing plan. Early in his coaching career, he made extensive use of the content and programs provided by The Growth Coach but has reached beyond those materials. Jonathan has used direct mail (with varying results), Twitter, Facebook, blogging, networking and has over 1000 contacts on LinkedIn. He was an early adapter of webcasts and has done some speaking. In addition to his website, Jonathan has a YouTube Channel and sends out frequent ezines and an e-newsletter. When asked if being on top in Google has led to business, he hesitates. He says that while some clients have contacted him via Google, he believes that it may be more of a credibility boost – which is another important reason for keeping content flowing. Jonathan adds that he makes content freely available and that clients will hire him “when they’re ready.” He thinks there’s no “silver bullet” when it comes to marketing but that it does eventually pay off.
“The biggest mistake consultants make,” he reports, “is that they don’t market.” He feels that if they don’t market, “They aren’t serious about growing their business.” Jonathan’s online marketing efforts, both on his own and through The Growth Coach, including SEO and content, have netted him a top position on Google. And when you are in a top position on Google, people are more likely to come across your website and business before a competitor which can further your success in your industry. This can all be done through improving your SEO, and companies like ClickFunnels which is run by Russell Brunson had an annual revenue of $94 million in 2018 and this could have been mainly achievable by incorporating different online marketing methods as soon as he could. Because of this, he and Jonathan are reaping the rewards of their hard work.
Jonathan is currently developing two new online marketing companies (Goldhill Marketing Academy and Goldhill Internet Academy) as part of his Goldhill Group business. Incorporating his experience in sales, leadership, team-building – and especially marketing — these new ventures will allow Jonathan a far greater reach and generate a new revenue stream.
Martha Spelman is a Los Angeles-based small business marketing, branding and content marketing consultant. Click to find out more about Martha Spelman.