Alright – so today we’ve got the honor of introducing you to Nicholas McKenzie. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Nicholas thanks for taking the time to share your stories and insights with us today. Alright, so we’d love to hear about how you got your first client or customer. What’s the story?

Our first real client came within the first 45 days of COVID. As the world shut down, multiple business owners reached out to us, inquiring about creative solutions. Among them was a restoration company specializing in biohazard cleaning & disinfection.

We brainstormed the idea of offering deep disinfectant and cleaning services for COVID cases in large warehouses and commercial spaces. After creating a new web page, we managed to rank #1 for the most searched keywords related to COVID cleaning services. Although it was a completely new keyword, Google’s Keyword Planner didn’t provide any insight. However, we gained valuable insights into this hidden online market through Google Search Console.

This success enabled us to drive significant revenue for the restoration company and helped our business take off during the challenging time of the pandemic.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

We are a boutique marketing company focused on serving the construction industry, proudly known as Z&M Consultants, derived from Zarnicki & McKenzie. Richie Zarnicki’s background as a crane salesman and my experience in website design led us to join forces. We have also established a more specialized branch of our business called “Crane Marketing Services.”

Throughout our journey, we’ve gained valuable insights, but the most pivotal and significant shift occurred when we decided to niche down exclusively in the crane service industry. This specialization allows us to provide highly tailored services, connecting crane companies with construction contractors. Currently, we hold a unique position in the market, as the only company specializing in the crane industry. While other marketing companies may offer services to crane companies, our deep understanding of the industry sets us apart and helps us stand out significantly among our clients.

Have you ever had to pivot?

At one point, we found ourselves working with a wide range of industries, including tree service, restoration, construction cleaning, lawyer services, hydraulic cylinder repair, roofing, crane service, and more. It was an enlightening experience to market for such diverse sectors, but it became evident that we were encountering limitations. Strategies or tactics that proved successful in one industry often did not yield the same results in another. Our efforts were stretched thin as we tailored solutions for multiple sectors, making it challenging to scale and achieve our revenue goals with a small team.

Upon reflection, we realized that our deepest knowledge and expertise resided in the crane industry, where even the slightest efforts produced the most effective outcomes. We saw the potential in focusing solely on this industry, understanding that a new successful strategy or tactic implemented in the crane sector could create a positive ripple effect across all our clients. Embracing this newfound clarity, we made a decisive shift, and the results have been exceptionally rewarding.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

We had to unlearn the habit of saying “Yes” to every potential client who sought our marketing services. In the beginning, operating from a place of scarcity, it was tempting to accept any opportunity that came our way. However, as time went on, we came to recognize the importance of distinguishing between ideal and non-ideal clients. We became adept at vetting companies and owners by offering trial periods, allowing both parties to assess if the partnership was a good fit before committing to a long-term relationship. This shift in approach has proven invaluable in ensuring productive and mutually beneficial collaborations.

Contact Info:

• Website: https://www.cranemarketer.com/
• Linkedin: https://www.linkedin.com/in/nick-mckenzie-a60a7a98/