We got four quadrants:

1. Paid Ads
2. Content Marketing
3. Existing Clients
4. Referral Partners

Quadrants 1 & 2 are what I call new universe

Quadrants 3 & 4 what I call existing universe

And the secret sauce behind this strategy?

Using new universe tactics to fuel lead flow from our existing universe

Strategy One

Use paid ads to acquire the opportunity 

to deliver a five star experience to new clients

They then become existing clients 

who come back for repeat biz 

and send client referrals

Plus every single deal we deliver that five star experience on 

gives us the chance to jag new referral partners.

Strategy Two

Use content marketing to attract new clients again

deliver that five star experience

turn em into existing clients

get repeat biz

get client referrals

and jag referral partners on every single deal were delivering that same five star experience on

Strategy Three — my favourite

Once we’re good at content marketing

and good at running paid ads

we put money behind our content

Then we get new clients that convert like crazy

deliver a five star experience

retain em

get repeat biz

get client referrals

jag new referral partners on each 

and every single deal were delivering that five star experience on