“If you try to be everything to everyone, you will be nothing to no one.”

That silly little quote is something that I think about a lot. 

With increasing regularity, the importance of this notion becomes particularly apparent when I consult with prospects. 

I ask questions like:

• – Who is your specific target audience?
• – For who do you do your best work?
• – What do you better or different to X or Y competitor?
• – Why should customers choose you over your competitors? 

Far too commonly, the answers are that we do all types of work, for all kinds of customers, in virtually the same way as our competitors! 

Why this is not a good thing should be evident! 

So, to ensure we don’t fall into the same trap as these prospects, we have compiled this article. 

It covers the 3 W’s:

• – What We Do: What services we do and do not offer clients
• – Who We Do It For: The types of organisation that are the right fit for us
• – Why This Is The Case: The reason that these criteria exist 

To quote the great Zig Ziglar, we hope this means we become a meaningful specific, rather than a wandering generality.

We Do: Facebook & Google Advertising

As a vetted Facebook Business Partner and Google Agency Partner, Axis Social specialises in Facebook & Google advertising. 

We have horizontal specialisation in lead generation via these advertising platforms. This specialisation has allowed our team to develop deep expertise in Facebook & Google lead generation ads. 

However, such specialisation means that we do not offer the strategic development and management of campaigns that utilise other advertising platforms, i.e. LinkedIn, Twitter, Pinterest, Snapchat, TikTok etc.

Why? 

Whilst on the surface, the platforms may seem very similar; I mean “it’s all social advertising, right?”, these social platforms are incredibly unique. 

The analogy I like to use is that it’s similar to walking onto the floor of the Holden factory and asking them to make you a Ford. I mean, they’re both cars, right? 

We Do: Sales Lead Generation 

Whilst we focus solely on Facebook & Google advertising, we take it a step further and focus on a particular campaign approach: Sales Lead Generation. 

‘Sales Lead Generation’ is the development of a direct response campaign that results in the acquisition of leads that are ready and waiting to speak to a member of your sales team.

The focus on this approach means that we do not run, in isolation, campaigns that are focused on branding, awareness, ecommerce/online sales, or marketing lead generation (think email only).  

Such approaches might include content promotion, webinar signups, ebook downloads, competition entries, organic social activity, or ecommerce campaigns. 

Why? 

Unfortunately, the success of the campaigns above is far too reliant on elements that are outside our (Axis Social, that is) control. 

Such success variables include the quality of the content, the automated marketing followup or the ecommerce conversion rate of a website. 

Furthermore, addressing or removing any of those issues is a specialisation of its own. Well outside our small area of ‘unique genius’. 

We Do: Complete End To End Campaign Development

Axis Social offers complete end to end Facebook & Google campaign development, or as some people might call it, ‘soup to nuts’. 

This service offering includes the development of social strategy, audience targeting, creative, landing pages, ongoing campaign management and conversion rate optimisation. 

Accordingly, we do not offer any of these services in isolation. We don’t undertake strategy, consulting, campaign setup, or creative development in the absence of our other service offerings.

Why?

We don’t offer services in isolation because we built the Axis Social machine to deliver results through the interaction of all elements working together. 

We do not have established best practice systems or processes that allow us to offer a single discipline, for example, consulting or design services.

We Do: “Always On” Campaign Activity 

Axis Social specialises in ‘always on’ lead generation activity, in which we work week-on-week and month-on-month to optimise the campaign and improve the results we are getting.   

Our approach is to use relentless testing and data to improve lead quantity, lead quality or both for our clients. 

However, whilst we can stand on established best practices based on our considerable experience, these tests take time.

Accordingly, we do not offer clients short-term, project-based campaigns. Our minimum timeframe for effectiveness is 90 days, and we do not take on engagements that are shorter than this. 

We Work With: Established Companies With Product-Market Fit

Axis Social works with established companies with product-market fit. In other words, we work with companies that sell products and services that we already know people want to buy. 

Accordingly, we do not work with startups, new business ventures or organisations with unproven business models. 

Why?

The Axis Social specialisation lies firmly in the realm of ‘pouring fuel on the fire’ for established companies through the generation of a high quantity of sales qualified leads. 

Such a process can only occur after a company has established a proven product-market fit. 

Developing campaigns that prove, or disprove, hypotheses around product-market fit and business model is a specialisation of its own. 

And it’s a specialisation that we do not possess. 

Further, regularly the testing identifies a lack of such fit. Consequently, the business ceases, and we lose a hard-fought client through no fault of our own.

We Work With: Companies With A Sales Team And An Established Sales Process

Axis Social campaigns generate high-quality sales leads, lots of them. 

It has been our experience that our campaigns can quickly overwhelm organisations that do not have a dedicated sales team with an established process. 

Accordingly, we do not work with organisations that do not have a dedicated sales team. Unfortunately, organisations where salespeople need to wear other hats (frequently the business owner) do not have the sales infrastructure required to be successful with Axis Social. 

Additionally, we do not work with organisations who do not have a repeatable and predictable process they use to turn online leads into customers. 

Why?

As outlined in our Lead Management Guide, a lead is only as good as its followup. 

Sales teams need to follow up all leads quickly, persistently, and professionally. 

It is our experience that without dedicated sales team members converting leads using an established documented sales process, our campaigns are doomed to overwhelm organisations leading to poor results.

Want To Discuss Any Of This?

If you believe that you are a good fit for Axis Social based on this article, or there is something you’d like to discuss, then we’d love to continue the conversation.