1330: Why Niching Down Leads to More Opportunities w/ Corey Quinn

WEBVTT 1 00:00:05.679 --> 00:00:08.710 Welcome back to be to be growth. I'm looking lions with sweet fish media. 2 00:00:08.830 --> 00:00:12.470 Today I'm joined by Cory Quinn. He's the CMO over at Scorpion. 3 00:00:12.630 --> 00:00:15.630 Cory, how are you today, Sir Great Logan? Good to be here. 4 00:00:16.190 --> 00:00:19.230 Absolutely man. We love to get to know our guests a little bit 5 00:00:19.269 --> 00:00:22.620 and you know, one of those questions that helps you get to know a 6 00:00:22.739 --> 00:00:29.219 person is what was one of the very first concerts you ever attended? So 7 00:00:29.780 --> 00:00:36.329 I had a really cool dad and he brought me to a run DMC Arrowsmith 8 00:00:36.770 --> 00:00:41.969 concert at the Hollywood bowl when I was probably way too young to be there, 9 00:00:42.329 --> 00:00:44.689 and he got US amazing me and a couple of my friends. He 10 00:00:44.770 --> 00:00:50.159 bought US amazing seats. Of course he chaperone and it was it was a 11 00:00:50.280 --> 00:00:53.240 wild, wild time. It was really fun to go to that concert. 12 00:00:53.240 --> 00:00:57.520 Yeah, man, that's awesome and such a combination. That's really cool. 13 00:00:57.520 --> 00:01:00.159 I was just talking to somebody the other day about, you know, the 14 00:01:00.240 --> 00:01:03.390 first cassette tapes that I had as I was, you know, preteen or 15 00:01:03.390 --> 00:01:06.829 whatever, and someone was like, cassette tapes, you're old. I was 16 00:01:06.909 --> 00:01:08.989 like Whoa, yeah, already hitting that. I know, I know, 17 00:01:10.109 --> 00:01:14.150 I totally just dated myself right. Well, I love it. Corey. 18 00:01:14.230 --> 00:01:18.739 We're going to be talking about how not going deep enough, not going niche 19 00:01:18.739 --> 00:01:22.019 enough, really kind of cuts your legs out from under you. When it 20 00:01:22.060 --> 00:01:26.420 shares the content marketing, and I think that holds true for agencies such as 21 00:01:26.459 --> 00:01:30.579 yourself and all sere at sweetish. It also has applications for for marketers on 22 00:01:30.659 --> 00:01:34.209 the brand side. Why is this something that is just such a place of 23 00:01:34.290 --> 00:01:38.930 passion for you and the team over at Scorpion, cory? Well, from 24 00:01:38.930 --> 00:01:42.450 my firsthand experience Logan, it has been a transformational decision for us to go 25 00:01:44.049 --> 00:01:48.840 down the niche road and to really specialize in each of the verticals of the 26 00:01:48.879 --> 00:01:53.519 industries that we target as a business. It's a little complicated for us because 27 00:01:53.120 --> 00:01:59.439 we serve not just one niche or one industry. We serve four major industries 28 00:01:59.599 --> 00:02:02.230 and then within them there are what we call business types or subcategories, and 29 00:02:02.430 --> 00:02:08.229 we've we have oriented the business and staff, the business and Resource Scorpions such 30 00:02:08.310 --> 00:02:14.349 that we're actually treating each one of those niches as a separate business unit for 31 00:02:14.430 --> 00:02:20.659 Scorpion, because we believe so deeply and greatly that by showing up that way 32 00:02:20.780 --> 00:02:23.780 for our customers were not only able to communicate at a deeper level with them 33 00:02:23.979 --> 00:02:28.900 before they become a client, but we're also able to solve their problems at 34 00:02:28.939 --> 00:02:34.689 a much deeper level, which leads to client retention and and ultimately great LTV's. 35 00:02:35.169 --> 00:02:38.210 Yeah, absolutely. So. You actually kind of led into my next 36 00:02:38.210 --> 00:02:40.930 question there. Before we get into what that has looked like before you guys 37 00:02:42.050 --> 00:02:45.719 really made this decision to go differ and how people can learn from it. 38 00:02:46.159 --> 00:02:49.759 Would have been some of the results you already talked about. Some of those. 39 00:02:49.919 --> 00:02:54.080 You you're helping customers drive more LTV, more retention for you guys at 40 00:02:54.120 --> 00:02:59.830 Scorpion in longer term engagement with your customers. Are there some other specific, 41 00:02:59.909 --> 00:03:04.629 tangible results that for folks listening to this they can see as kind of the 42 00:03:05.110 --> 00:03:07.750 reason to go deeper here, even if it's something that's kind of already in 43 00:03:07.789 --> 00:03:10.189 the back of their mind? Sure, sure, so I'll give you a 44 00:03:10.310 --> 00:03:16.180 selfish reason from the marketing perspective of corporate marketing for Scorpion. You our job 45 00:03:16.340 --> 00:03:23.139 on my team is to help to build the business through new bit new clients, 46 00:03:23.219 --> 00:03:27.330 new logos, and a way that we do that is to market to 47 00:03:27.409 --> 00:03:30.729 our target audiences. What we're able to do when we have a great LTV. 48 00:03:31.210 --> 00:03:35.610 We know that average, the average value of a new customer is, 49 00:03:35.650 --> 00:03:38.530 let's say, higher, in some cases many times higher, than our competitors. 50 00:03:38.889 --> 00:03:43.360 Well, that gives me and my team the ability to spend more on 51 00:03:43.400 --> 00:03:46.360 the front end to go acquire them because we know we're going to make it 52 00:03:46.400 --> 00:03:51.360 up on the back yet. So that would that translates into our sort of 53 00:03:51.479 --> 00:03:54.080 big, juicy corporate marketing budgets that we can go out and do really great, 54 00:03:54.240 --> 00:03:58.990 fun things to go really engage a deep level with the target audience. 55 00:03:59.430 --> 00:04:01.669 Yeah, I love it so, Corey, what did it look like for 56 00:04:01.750 --> 00:04:08.069 you guys before you made some of the structural pivots to be able to niche 57 00:04:08.150 --> 00:04:13.500 down and go deeper in each of the the verticals that you guys serve? 58 00:04:14.219 --> 00:04:17.300 What were some of this emptoms where you saw, HMM, we're really not 59 00:04:17.459 --> 00:04:20.819 going deep enough here, and then we'll talk about how you guys kind of 60 00:04:20.860 --> 00:04:25.449 address those. Sure, I would. I would say back in two thousand 61 00:04:25.449 --> 00:04:30.050 and fifteen, when I joined, we were not specialized like we are today. 62 00:04:30.649 --> 00:04:33.449 We were sort of generalist. We did have a concentration of clients in 63 00:04:33.529 --> 00:04:38.720 the legal industry, but we served a handful of other industries and what we 64 00:04:38.879 --> 00:04:45.000 found was the the industries that we were not really specialized in, that we 65 00:04:45.120 --> 00:04:47.040 would just, you know, I deal with kind and bound deal would come 66 00:04:47.120 --> 00:04:49.319 in. We'd say, yeah, sure we can, we can make that 67 00:04:49.399 --> 00:04:54.310 happen, type of thing, and of course we were stretching our resources and 68 00:04:54.389 --> 00:04:59.589 going outside of our area of expertise and of course those clients would germ right. 69 00:04:59.629 --> 00:05:01.790 They would cost us more to be able to service. They were never 70 00:05:01.910 --> 00:05:08.579 happy and they were ultimately a costing us more than what we were making on 71 00:05:08.660 --> 00:05:12.339 those deals. And so we had to come to a decision point where when 72 00:05:12.339 --> 00:05:14.939 we said to ourselves, Hey, we really want to scale this business, 73 00:05:15.100 --> 00:05:17.100 how are we going to do that? And that was one of the first 74 00:05:17.100 --> 00:05:23.290 things that we did, which was to think like a one of the metaphors 75 00:05:23.329 --> 00:05:25.610 we would use back in the day is, you know, how do we 76 00:05:25.689 --> 00:05:29.810 build a factory lie, you know, when we everything from corporate marketing to 77 00:05:29.889 --> 00:05:32.209 sales to when we close the new deal, how do we bring them through 78 00:05:32.329 --> 00:05:36.959 this, this process that ensures that the quality is extremely high but that is 79 00:05:38.079 --> 00:05:42.399 repeatable for us so that we can find that scale? Yeah, it kind 80 00:05:42.439 --> 00:05:45.439 of a signe tangent. We could go on a whole other episode about this, 81 00:05:45.639 --> 00:05:47.240 but what you said just reminded me something my song on Linkedin the other 82 00:05:47.279 --> 00:05:51.470 day. The customer that wants to pay you the least will also demand the 83 00:05:51.509 --> 00:05:56.189 most and ever be happy. Yeah, we it's almost a rule right. 84 00:05:56.870 --> 00:06:00.230 It's like I know where this is going. Hold on, I just need 85 00:06:00.389 --> 00:06:03.379 to avoid this. I think I post a video the other day in the 86 00:06:03.459 --> 00:06:08.220 headline was avoid bad fit deals like the plague, and it can be very 87 00:06:08.379 --> 00:06:11.019 tough. As much as I preach it, I've been there and felt that 88 00:06:11.060 --> 00:06:15.300 angst. But let's talk about kind of that that factory line specifically, maybe 89 00:06:15.420 --> 00:06:19.050 for other agencies Qureed, that are trying to I've talked to so many agencies 90 00:06:19.050 --> 00:06:21.610 that are like, man, I find niche down, I'm going to miss 91 00:06:21.649 --> 00:06:25.730 out on this opportunity. They see those inbound deals that they're going to have 92 00:06:25.769 --> 00:06:29.490 to say no to first and they see that and they don't see the long 93 00:06:29.569 --> 00:06:32.639 term benefits. So part of it is where do where do you start? 94 00:06:32.639 --> 00:06:36.759 Right? Do you find? Okay, we have these customers in this niche 95 00:06:36.800 --> 00:06:41.759 and maybe that's where we should go, or we have we have talent who 96 00:06:41.879 --> 00:06:46.480 have been used to creating content for this niche, or there's an opportunity here 97 00:06:46.800 --> 00:06:51.069 and we can go out and source people and find content creators with connections in 98 00:06:51.149 --> 00:06:55.990 that Niche. What was kind of the path for you guys of those three? 99 00:06:56.110 --> 00:06:58.829 And maybe there's a door for that. I'm not even saying sure through 100 00:06:58.870 --> 00:07:00.269 it, so I'll let you answer. Yeah, so I think it's really 101 00:07:00.430 --> 00:07:05.180 just being a little introspective, introspective, I'm a company's perspective and really just 102 00:07:05.379 --> 00:07:08.819 being curious about, like, what are we really good at, what are 103 00:07:08.860 --> 00:07:11.939 we naturally really really good at, and what do we like doing? What 104 00:07:12.459 --> 00:07:15.050 drives us, let's get what gets US pumped to to do, to come 105 00:07:15.089 --> 00:07:18.089 to work every day and to solve problems. And so, with that in 106 00:07:18.250 --> 00:07:21.569 mind, that allowed us with those sort of those questions in the tail, 107 00:07:21.610 --> 00:07:26.129 that allowed us to really it was really clear to us that the legal vertical 108 00:07:26.209 --> 00:07:32.439 for us specifically, was somewhere vertical and industry that we had a specific strength 109 00:07:32.639 --> 00:07:35.959 in, we had a competitive advantage, we had built some technology and some 110 00:07:36.000 --> 00:07:43.399 internal technology for us to really leverage and scale our business, and the same 111 00:07:43.519 --> 00:07:46.230 was true for a couple of other industries. So they know the the ones 112 00:07:46.310 --> 00:07:53.870 we ultimately decided to invest in and to grow into. And the this sort 113 00:07:53.910 --> 00:07:57.350 of the string that ties together the four verticals that were in, which is 114 00:07:57.550 --> 00:08:03.379 legal, home services, healthcare and franchise. They're all locally based businesses or 115 00:08:03.379 --> 00:08:09.540 multilocal businesses, they're all service based businesses and they all depend on the Internet. 116 00:08:09.540 --> 00:08:13.009 Are they greatly depend on the Internet for new leads and new business, 117 00:08:13.209 --> 00:08:16.089 and so that was sort of our sweet spot. There were a couple other 118 00:08:16.209 --> 00:08:20.810 factors and there, but those are the major categories that we said to ourselves, 119 00:08:20.810 --> 00:08:24.730 Hey, we can do really well, we could solve really big problems 120 00:08:24.769 --> 00:08:28.240 in a unique way that we're excited about. So let's just focus on those 121 00:08:28.319 --> 00:08:33.000 areas and figure out how to drive the maximum value to those types of businesses 122 00:08:33.440 --> 00:08:37.519 and really at the cost of doing other things. And that's that's the that's 123 00:08:37.519 --> 00:08:41.870 the decision we had to make. You know, was there a decision point 124 00:08:41.029 --> 00:08:46.629 cory, in looking at okay, with the legal vertical. We've had some 125 00:08:46.830 --> 00:08:50.230 great successes. As you said, we have fun doing this work. We're 126 00:08:50.230 --> 00:08:54.950 pretty efficient at doing this work because we've already invested in some additional things that 127 00:08:54.070 --> 00:09:00.299 are specific to serving this market. was there a time when you guys thought, 128 00:09:00.659 --> 00:09:03.700 man, we need to go all in on just legal versus. Hey, 129 00:09:03.779 --> 00:09:09.169 there are these three other service based sectors that have enough commonality. was 130 00:09:09.250 --> 00:09:13.289 there a decision in this is this is too niche, versus this is our 131 00:09:13.330 --> 00:09:16.450 niche, because it seems like there could be kind of that fork in the 132 00:09:16.529 --> 00:09:20.649 road once you were kind of staring at those options. Well, I can 133 00:09:20.690 --> 00:09:22.330 speak to when I when I showed up on the on the scene in two 134 00:09:22.370 --> 00:09:28.399 thousand and fifteen, we had already had a number of businesses in home services 135 00:09:28.720 --> 00:09:31.919 as clients. We'd also had a number of businesses in the healthcare and medical 136 00:09:31.960 --> 00:09:37.200 less so in the medical but we had already established some some experience there and 137 00:09:37.399 --> 00:09:41.509 what we realized in those specific verticals was that what we were doing in legal, 138 00:09:43.070 --> 00:09:46.509 the the fundamentals, the building blocks, could apply to these other verticals 139 00:09:46.590 --> 00:09:50.830 without too much of a stretch. It wasn't like going from Legen for these 140 00:09:50.870 --> 00:09:54.779 businesses to e commerce. That was that was not going to work, but 141 00:09:54.860 --> 00:09:58.100 but it is similar enough that we felt that this was going to work. 142 00:09:58.179 --> 00:10:01.500 We were finding success with our current clients. I would say that the one 143 00:10:01.580 --> 00:10:07.450 vertical or industry really that we decided intentionally to go into was franchise, which 144 00:10:07.490 --> 00:10:09.809 is really not an industry or vertical, is more of a business type. 145 00:10:11.169 --> 00:10:15.690 But what it is is it's taking this local base business and looking at it 146 00:10:15.730 --> 00:10:20.409 from a multilocal perspective and being able to solve problems both at the single location 147 00:10:20.529 --> 00:10:24.559 but then the multilocation and then the brand level. That was more of an 148 00:10:24.600 --> 00:10:28.679 intentional move that that was not in existence when I showed up, and that 149 00:10:28.840 --> 00:10:31.360 was really because we are a technology driven company. We really felt that we 150 00:10:31.440 --> 00:10:35.830 could take a weed built for the single location business and expand it to franchise, 151 00:10:37.669 --> 00:10:41.509 franchise multilocal type businesses, but still remaining in that service based business that 152 00:10:41.710 --> 00:10:46.230 is multilocal and that not respect. Yeah, that makes sense. So you're 153 00:10:46.269 --> 00:10:48.830 following those common threads. This is, you know, this is what the 154 00:10:50.220 --> 00:10:54.299 the deal cycles look like, these are the channels, maybe the that work 155 00:10:54.379 --> 00:10:56.860 well. This is what the infrastructure, the marketing automation, tends to look 156 00:10:56.899 --> 00:11:01.019 like, and that could apply over here, but it would be very different, 157 00:11:01.059 --> 00:11:03.929 obviously, from legal to e commerce. Where there any that you guys 158 00:11:05.289 --> 00:11:07.929 tried to focus on and then you backed away from saying we thought this was 159 00:11:09.009 --> 00:11:11.450 going to be the same but it really wasn't. Yeah, so I would 160 00:11:11.450 --> 00:11:15.850 say that we're on our second, second effort for medical. Medical is a 161 00:11:16.570 --> 00:11:22.960 very different vertical or industry then legal or even home services, and the reason 162 00:11:22.000 --> 00:11:24.919 why I think we failed the first time is because we really tried to map 163 00:11:26.080 --> 00:11:30.320 over what was successful and legal and just nap it over to medical without really 164 00:11:31.200 --> 00:11:35.950 creating the space to invest in understanding that consumer, in the in the unique 165 00:11:35.950 --> 00:11:39.230 aspects of the the medical customer, which are, yes, there are service 166 00:11:39.269 --> 00:11:43.789 space business, yes, their local local business, but they have vastly different 167 00:11:43.870 --> 00:11:48.100 needs and wants than an attorney. And so we kind of failed at it 168 00:11:48.139 --> 00:11:50.740 at the first at the first go around, because we didn't fully recognize that 169 00:11:52.220 --> 00:11:54.659 we had to retreat. The reason why we're back there, is we be 170 00:11:54.820 --> 00:11:58.340 is because we believe that the value that we're creating for our other verticals can 171 00:11:58.740 --> 00:12:03.289 really help the medical vertical in a unique way that's not currently being solved today. 172 00:12:03.929 --> 00:12:09.970 And then I would say they're there hasn't been much deviation from those verticals 173 00:12:11.330 --> 00:12:16.240 because our focus has always been that within let's say the legal vertical, there 174 00:12:16.360 --> 00:12:20.039 is just so much more business for US available that we've had to kind of 175 00:12:20.120 --> 00:12:24.279 intentionally hold back from going, let's say international or trying to push hard on 176 00:12:24.440 --> 00:12:28.720 other verticals because we'd rather spend that time and effort really doubling down on the 177 00:12:28.759 --> 00:12:33.909 verticals that we are in so that we can maximize our opportunity there. And 178 00:12:33.190 --> 00:12:37.429 and Frankley, just kind of building on the the factory line metaphor, like 179 00:12:37.509 --> 00:12:41.590 we've built a system, so let's let's build let's fill the factory with great 180 00:12:41.629 --> 00:12:46.539 clients who we know that we can solve their problems but also meet that that 181 00:12:46.659 --> 00:12:52.019 ideal customer profile. Yeah, that's really interesting. It paints a picture in 182 00:12:52.139 --> 00:12:54.179 my mind as we go back to that, that factory model. You know, 183 00:12:54.340 --> 00:12:58.850 with a fast growing, scaling up company, there's always this wouldn't it 184 00:12:58.929 --> 00:13:03.570 be cool if or we really could write and there's all these I think it's 185 00:13:03.570 --> 00:13:07.929 a quote from for disciplines of execution. If people are used to the the 186 00:13:07.210 --> 00:13:13.399 DX model, there's a quote there in our former director of operations, Andrew 187 00:13:13.440 --> 00:13:16.440 Hurley, always came back to it. I'm not going to get it exactly, 188 00:13:16.519 --> 00:13:18.600 but it was something to the effect that there were always be a surplus 189 00:13:18.799 --> 00:13:24.120 of good ideas where there is not enough time to execute on them, and 190 00:13:24.279 --> 00:13:26.990 so the the analogy in my mind to the factory in line that you just 191 00:13:28.110 --> 00:13:33.230 said is like, we built this factory and it's good and we have bandwidth 192 00:13:33.309 --> 00:13:37.070 to send more through this factory. Don't start building the the adjacent factory to 193 00:13:37.149 --> 00:13:41.940 it before you've filled this and really maximize it. Maybe you've got that humming 194 00:13:41.340 --> 00:13:46.379 and now there's opportunity to build that next factory, which might be international versus 195 00:13:46.379 --> 00:13:50.259 national, it might her a different segment of healthcare you haven't gone after yet. 196 00:13:50.539 --> 00:13:54.179 But but don't get ahead of yourself. And that can be tough when 197 00:13:54.259 --> 00:13:58.129 you see a lot of opportunity and especially if you have people at the executive 198 00:13:58.129 --> 00:14:03.090 level or founder. Yeah, who's that visionary idea person? Right? Yeah, 199 00:14:03.090 --> 00:14:07.529 yeah, absolutely, and the that's definitely true for the medical vertical. 200 00:14:07.570 --> 00:14:09.649 For us, the reason why we're back there is because we're like, yes, 201 00:14:09.730 --> 00:14:13.919 we have these other our lines of business, and they're they're humming and 202 00:14:13.039 --> 00:14:16.039 we're doing really well there. We've got a good, well oiled machine. 203 00:14:16.279 --> 00:14:22.039 We're not perfect by any stretch, but we're doing well and and let's go. 204 00:14:22.159 --> 00:14:26.070 Let's go figure out medical and because we did believe that we have the 205 00:14:26.149 --> 00:14:30.750 capacity to build another sort of adjacent factory, leveraging a lot of the parts, 206 00:14:30.870 --> 00:14:33.029 but also being able to be intentional this time, more intentionless time. 207 00:14:33.110 --> 00:14:39.940 So yes, I luckily my founder CEO is of the same mind in staying 208 00:14:41.019 --> 00:14:43.940 focused within the verticals and just going deeper within those, versus kind of the 209 00:14:45.019 --> 00:14:50.299 Shiny Object Syndrome, which for sure happens, no doubt, but but luckily 210 00:14:50.340 --> 00:14:54.009 we don't have to debate that topic too often. Yeah, absolutely, when 211 00:14:54.009 --> 00:14:58.169 you have a founder or CEO who you know, it's not like they're going 212 00:14:58.169 --> 00:15:01.649 to change who they are at their core, but when they recognize that and 213 00:15:01.690 --> 00:15:05.450 you've had enough of those conversations and you can point to hey, remember when 214 00:15:05.490 --> 00:15:09.240 we tried that and it was way too early. Yeah, okay, all 215 00:15:09.240 --> 00:15:11.960 right. Yeah, and one thing that we've found helpful on our leadership team 216 00:15:13.000 --> 00:15:16.039 and working with James, our founder and CEO, who I know, you 217 00:15:16.159 --> 00:15:18.519 know, and and James Won't mind me saying this because we talked about it 218 00:15:18.519 --> 00:15:24.590 at time, is making sure that they have a repository for those ideas that 219 00:15:24.710 --> 00:15:28.909 can't go into action right away, but that they can kind of put those 220 00:15:28.950 --> 00:15:31.549 there in the leadership team can have an eye on them or maybe you know 221 00:15:33.350 --> 00:15:35.340 and put them kind of on that some day, say for later bucket. 222 00:15:35.460 --> 00:15:39.299 Yeah, right, for sure, for sure, and just having some sort 223 00:15:39.340 --> 00:15:45.620 of mechanism for that so that the the visionary doesn't feel like I just being 224 00:15:45.659 --> 00:15:48.179 stifled in my team doesn't want to execute on all these great ideas, right, 225 00:15:48.259 --> 00:15:52.610 and then the leadership team and the rest of the team more broadly doesn't 226 00:15:52.610 --> 00:15:56.129 feel like man every time this seo has got an idea, we're just gotta, 227 00:15:56.250 --> 00:15:58.970 you know, stay up till till midnight, right, we get it 228 00:15:58.049 --> 00:16:02.289 done right. Well, cor you've given some good advice, I think, 229 00:16:02.330 --> 00:16:07.200 especially for agencies that are thinking about where do I go for the niche to 230 00:16:07.360 --> 00:16:12.720 focus on and how do I determine what is narrow or enough and what where 231 00:16:12.799 --> 00:16:17.200 can I broaden a bit? So you mentioned where you already doing good work, 232 00:16:17.679 --> 00:16:21.710 what work excites you and what work are you doing really efficiently. If 233 00:16:22.149 --> 00:16:26.509 we kind of round those out with maybe two other suggestions for especially agency leaders 234 00:16:26.629 --> 00:16:32.149 listening to this today, do you have one or two more pieces of advice 235 00:16:32.269 --> 00:16:36.059 for them to think about how they niche down and then how they go about 236 00:16:36.179 --> 00:16:40.580 executing it once they've picked that niche? So I'll share some some advice from 237 00:16:40.580 --> 00:16:44.139 my experience at Scorpion, which really worked for us, is that not only 238 00:16:44.379 --> 00:16:49.730 do we target those businesses, let's say within legal there are three or four 239 00:16:49.769 --> 00:16:53.769 major categories we go after. Let's say a personal injury attorney, a criminal 240 00:16:53.850 --> 00:16:57.409 offense attorney in a family law attorney, and then we have another bucket for 241 00:16:57.529 --> 00:17:03.840 general but let's just say for those first three we have separate messaging for each 242 00:17:03.960 --> 00:17:07.400 one of them. On the corporate marketing sides, we're speaking their language, 243 00:17:07.119 --> 00:17:10.319 which, by the way, is very different than how we speak the dentist, 244 00:17:10.400 --> 00:17:12.480 which is very different how we speak to plumbers. We're very intentional about 245 00:17:12.480 --> 00:17:17.789 that. And then not only is the corporate marketing unique, but then the 246 00:17:18.109 --> 00:17:21.750 next step in the process is the salesperson. Will we have a sales team 247 00:17:21.789 --> 00:17:25.829 that only sell to personal injury attorneys? We have a separate sales team that 248 00:17:26.029 --> 00:17:29.950 only sell to criminal defense attorneys, and so on and so forth across all 249 00:17:29.990 --> 00:17:33.099 of the industries and all the business types that we we serve. So then 250 00:17:33.220 --> 00:17:37.940 customizing everything, not just the messaging, but WHO's the salesperson? How are 251 00:17:37.980 --> 00:17:41.539 they trained? It's really I mean it seems daunting, but that's kind of 252 00:17:41.539 --> 00:17:45.650 the underlying thing here right customized, not just your messaging, but everything all 253 00:17:45.690 --> 00:17:49.930 the way through to the client experience when they when they become a client, 254 00:17:51.049 --> 00:17:53.650 they work with the team who only works with that type of business. And 255 00:17:53.769 --> 00:17:56.730 the real, the real reason why to do that, the business reason to 256 00:17:56.809 --> 00:18:00.039 do that is, and I mentioned this you're really quickly earlier, which is 257 00:18:00.160 --> 00:18:04.359 that when you specialize in a specific business type and that's all that you do 258 00:18:04.599 --> 00:18:08.640 day and day out, you become an expert in their world. And because 259 00:18:10.079 --> 00:18:14.630 personal injury attorneys, their focus, in their their specialty, in their expertise, 260 00:18:14.750 --> 00:18:18.029 is in the court room, our expertise is in is in the internet 261 00:18:18.109 --> 00:18:21.710 domain and helping them to market their business. Well, we can be a 262 00:18:21.869 --> 00:18:26.269 better partner to them because we understand their business in some ways better than they 263 00:18:26.430 --> 00:18:30.180 do from an Internet perspective and where the expert and so we can solve problems 264 00:18:30.220 --> 00:18:33.420 before they even know that they have them, as well as solved deeper, 265 00:18:33.619 --> 00:18:38.539 more more intense kind of problems than then a, let's say, a generalist 266 00:18:38.619 --> 00:18:44.769 agency who is working with all different types of SMB's, because they can't, 267 00:18:44.769 --> 00:18:48.450 they don't have the ability, just based on bandwidth, to be able to 268 00:18:48.890 --> 00:18:53.450 understand the nuances of the world of a personal injury attorney versus pool cleaner versus 269 00:18:53.450 --> 00:18:56.720 a Chiropractor, right, which is those are all very new once and so 270 00:18:57.519 --> 00:19:03.160 at Scorpion we've done that sort of intentional segregation or or building these different units 271 00:19:03.559 --> 00:19:08.400 within the company that operate like separate businesses. They all have their own panl 272 00:19:08.519 --> 00:19:15.549 they have their own leadership and we've taken it that far because it's really allowed 273 00:19:15.589 --> 00:19:21.109 us to drive ultimately the other day that that LTV, the retention rate is 274 00:19:21.269 --> 00:19:25.420 much, much higher than than what you would expect from a typical agency model. 275 00:19:26.299 --> 00:19:30.660 And when you're when you're talking about SMV, some of the verticals we 276 00:19:30.700 --> 00:19:33.220 operate in, the cost per acquisition can be very high, right, and 277 00:19:33.339 --> 00:19:37.569 so if you're in a position where you're losing half your business every year due 278 00:19:37.569 --> 00:19:42.730 to churn, that becomes a very challenging situation to be in when you're trying 279 00:19:42.769 --> 00:19:47.089 to scale your business. So it really begins with that. Yeah, it 280 00:19:47.210 --> 00:19:51.849 really begins with the the retention and that, in my experience, that that 281 00:19:52.089 --> 00:19:56.000 is directly tied to the the specialization and Nigenia. Yeah, so I think 282 00:19:56.039 --> 00:20:00.920 we've got three tips for figuring out where to day niche down and then you 283 00:20:00.960 --> 00:20:04.599 added on two things that you really need to think about once you do niche 284 00:20:04.640 --> 00:20:10.670 down, and that was customize everything and then segment everything to to the point. 285 00:20:11.150 --> 00:20:14.589 You know, maybe they're not at an agency listening to this isn't at 286 00:20:14.630 --> 00:20:18.150 the scale you guys are and there are five to ten person operation. There 287 00:20:18.150 --> 00:20:21.069 are still some ways that you can start to segment, you can start to 288 00:20:21.190 --> 00:20:25.700 personalize those things, depending on all right, maybe you're just going after one 289 00:20:25.700 --> 00:20:29.380 niche or two, and how can I how can I make that work? 290 00:20:29.980 --> 00:20:33.900 Some really good stuff and I hear the challenge that you're talking about, cory, 291 00:20:33.980 --> 00:20:37.529 which I is why I think the results that you guys have driven in 292 00:20:37.690 --> 00:20:41.730 the scale you've been able to achieve, the higher LTV that you guys have 293 00:20:41.849 --> 00:20:45.890 seen by this model is kind of the antithesis of what we see from a 294 00:20:45.009 --> 00:20:48.450 lot of agencies. You know, I know James is part of a Peer 295 00:20:48.569 --> 00:20:53.559 Network Group of other agency owners with Drew Mclellan Agency Management Institute. If you're 296 00:20:53.559 --> 00:20:56.920 a regular subscriber of the show and you have not, you're not checking out 297 00:20:56.960 --> 00:21:00.759 those and you're in the agency world, look for Hashtag Agency in the feed 298 00:21:00.839 --> 00:21:06.829 of this show. Connect with drew McClellan on linkedin great resources for agencies, 299 00:21:07.029 --> 00:21:10.829 but anyway, the reason I go there is you know that scale is something 300 00:21:10.910 --> 00:21:12.750 that seems to be a common problem for a lot of agencies. They're able 301 00:21:12.750 --> 00:21:15.670 to kind of hold their own and get to a certain point and if you're 302 00:21:15.710 --> 00:21:18.819 not looking for scale, then that's okay, but a lot of agency owners 303 00:21:18.859 --> 00:21:23.140 were talking to are, but they also struggle at the same time with this 304 00:21:23.500 --> 00:21:30.500 specialization and niching down. So, cory, this has been great hearing about 305 00:21:30.579 --> 00:21:33.410 your story, what's worked, some of the challenges and what other agency owners 306 00:21:33.450 --> 00:21:37.529 can learn from this. If people listening to this would like to ask any 307 00:21:37.529 --> 00:21:40.250 follow up questions or just stay connected with you, cory, what's the best 308 00:21:40.250 --> 00:21:42.250 way for them to do that? Gosh, the best way for me is 309 00:21:42.329 --> 00:21:45.970 going to be on Linkedin. You can just look look me up, Cory 310 00:21:45.970 --> 00:21:48.720 Quinn Scorpion. I'll be right there and would love to connect with anyone who 311 00:21:48.720 --> 00:21:55.119 who's been listening would like to connect. I'm glad to chat anytime. Awesome, 312 00:21:55.200 --> 00:21:57.000 Cory. I will let you get back to blast in that run. 313 00:21:57.000 --> 00:22:00.000 DMC and arrows, thank you so much for being a great guest today. 314 00:22:00.359 --> 00:22:06.829 A pretyciate I love it. It's sweetfish. We're on a mission to create 315 00:22:07.109 --> 00:22:11.150 the most helpful content on the Internet for every job, function and industry on 316 00:22:11.230 --> 00:22:15.339 the planet. For the BB marketing industry, this show is how we're executing 317 00:22:15.380 --> 00:22:18.740 on that mission. If you know a marketing leader that would be an awesome 318 00:22:18.779 --> 00:22:22.579 guest for this podcast. Shoot me a text message. Don't call me because 319 00:22:22.619 --> 00:22:26.420 I don't answer unknown numbers, but text me at four hundred seven for and 320 00:22:26.500 --> 00:22:30.930 I know three and thirty two eight. Just shoot me their name, maybe 321 00:22:30.970 --> 00:22:33.890 a link to their linked in profile, and I'd love to check them out 322 00:22:33.130 --> 00:22:36.809 to see if we can get them on the show. Thanks a lot.