We were lucky to catch up with Ruth Sherrill recently and have shared our conversation below.
Ruth, looking forward to hearing all of your stories today. Alright, so we’d love to hear about how you got your first client or customer. What’s the story?
I got my first client when I began creating content on TikTok. My first client outside of my network was a lead that I received from the video platform, Tiktok. They saw my video on their “For You Page” which led them to inquire about my services via a consultation call. From there I sent them a proposal of my rates and packaging and they decided to move forward with my standard social media retainer package. What I learned from this opportunity was so important for the rest of my career. I learned the importance of having a funnel in place, to be prepared for the clients that I am asking for, and to understand the value and mastery of social selling.
The day of the discovery call I was so nervous. I did research on the client and their online presence all week. I had my scripts in place, everything was set! I was super prepared, yet very nervous. This was not my first consultation call, but it was one of the first calls I have received from an online platform and not my immediate network. The call went SO good. The client and I connected over their holistic services, the understanding that work/life balance is not supposed to be 50/50, and how important it is to build systems and assistance in places where you might not feel as strong in. All of my nerves went out the window because I knew the help that my lead was looking for was something my agency could provide. After that discovery call I shut my computer and I had the best feeling. After some consultations you might not be sure, but that was not my feeling on this day. I shut my computer to let out an excited squeal. This was my insurance measure to make sure I already ended the call! I opened it back up a few moments later to draft a proposal.
When I began my digital marketing agency I prioritized having a human experience with my clients and leads. Before my first consultation call I did a lot of research on what an onboarding process should look like, what FAQ’s do new clients ask, and how can I ensure them that this was the right choice for them. I was able to personalize and modify my funnel process to make sure that clients felt heard appreciated understood. It was at this time that I realized how important it was to add systems, scripts, and automation to my funnel. Let’s start with initial contact. In every video I introduce myself, my role, and at the end I always gave a call to action. The call to action being my free discovery call. I wanted to entice my audience that they could have a talk with an expert about what problems they are facing in their business. I made sure that leads could contact me via the link in my bio where I was able to collect their email information, they would answer a quick survey and and then be able to choose a pre-decided time in my calendar that would also work best for them. With this information I could learn about the client’s pain points, do some research on the brand before the call, and already have available time in my calendar to meet with leads.
After the discovery call I followed up with an email script that allowed me to reiterate that I appreciated our time getting to know each other, I heard the client’s needs, I attached the services that we discussed in our call along with testimonials and case studies, and also could reassure them with the help of our agency we can work with their brand to help them reach their goals. I was so grateful to the time I spent researching how to onboard clientele instead of working backwards. Being prepared for your first client before they come means you created the space you knew would be filled. My process was simple at first, but that’s okay because it was also clean, precise and efficient. My first client went through this process so smoothly. They felt seen, heard, and understood. They were excited to work with someone that had extensive background in marketing and was committed to helping them see their vision come to life. After they agreed to the proposal I sent them a contract to sign and their first monthly invoice. Once both of those were completed they received a welcome packet which reiterated their selected package and also included some FAQ information like office hours, best way to contact the agency, and what systems and tools we will use for their content. I also send clients a welcome gift to their home based on their preferences (this part was included on the spot because my first client was vegan and I had to think on my toes!) I sent them vegan chocolate, a small bottle of champagne and some vegan water crackers I think? It sounded good on the packaging, I promise!
None of this would’ve happened if I did not master how to socially sell online. At first when I began to create content I was only talking about myself. I discussed my qualifications. I talked about what I knew about digital marketing but I did not talk about what I can do for clients. I was not talking directly to anyone at all actually. I learned that leads want to know what you can do for them. Posting about marketing was not enough. Instead I had to discuss their aspirations, their fears, and really connect with my dream client on a personal level. Allow them to understand that I hear them and can provide value. Instead of just talking about services I began to discuss why my services would be beneficial to business owners who don’t have enough to work in their business and on social media, for clients that wanted some of their time back and had the revenue to invest an expert that could increase your visibility while also decreasing your workload. Understanding how to provide value and not just sales by following the 80/20 rule online (80% educational/informational/engaging content 20% promo and sales) allowed me to position myself as an expert, show up consistently online, answer questions that followers had and sprinkle in my services every now and then to let people know that I am there for them.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
My name is Ruth and I am the founder of Ruth Sherrill Marketing Services and Director of The Black Girl Initiative. I believe in helping clients formulate their brands for success. I love transcending ideas into content that is noteworthy, profitable and unique. I use my experience as an entrepreneur, my B.S. and M.S. education in strategic communication and marketing, and the skills I learned working with Fortune 500 companies, professional sports teams, and international organizations to start my own marketing company. RSMS guides women business owners through proven marketing steps. We create impactful messages to target your ideal audience, establish value and nurture connections to build relationships and generate revenue.
I have assisted in the development and implementation of marketing strategies for service-based businesses and I learned one unique thing: there is power in social selling. Establishing your presence online. Creating your brand’s authority. Building relationships, and trust with your ideal audience. It doesn’t matter if you have an online, brick and mortar or an event-based business, you need to be showing up digitally in order to expand your reach, and share your messaging with the world.
RSMS provides a range of digital marketing services including: social media management, 1:1 coaching, website creation, brand creation, logo design, content copy, email marketing, and marketing campaigns such as short term projects, launches, and events. We also are available for speaking engagements, workshops, and keynotes. There are also digital products and courses available for business owners that might not have the resources or budget for a digital marketer but would still like to access the information.
Any insights you can share with us about how you built up your social media presence?
I have built an audience of 25K plus on TikTok organically thanks to understanding social selling. At first when I began to create content I was only talking about myself. I discussed my qualifications. I talked about what I knew about digital marketing but I did not talk about what I can do for clients. I was not talking directly to anyone at all actually. I learned that leads want to know what you can do for them. Posting about marketing was not enough. Instead I had to discuss their aspirations, their fears, and really connect with my dream client on a personal level. Allow them to understand that I hear them and can provide value. Instead of just talking about services I began to discuss why my services would be beneficial to business owners who don’t have enough to work in their business and on social media, for clients that wanted some of their time back and had the revenue to invest an expert that could increase your visibility while also decreasing your workload. Understanding how to provide value and not just sales by following the 80/20 rule online (80% educational/informational/engaging content 20% promo and sales) allowed me to position myself as an expert, show up consistently online, answer questions that followers had and sprinkle in my services every now and then to let people know that I am there for them.
If I were to give any advice to those starting out on social media or those who are not seeing results and would like to pivot it would be this: Be honest about who YOU want to work with. See that person in your head. Don’t forget it’s okay to be picky and specific – it’s your business so that’s even better actually! Once you can see that person, either through a vision board montage or customer persona, start to create content that speaks to that person. Tell stories in order to connect and humanize yourself. Share your personally and do not only post informational things – post relatable and fun content as well. Don’t forget to always follow the content sandwich of introducing yourself, stating your evidence, and then follow up with a call to action so that your listeners can stick around for more information.
What’s a lesson you had to unlearn and what’s the backstory?
Just because someone is not ready to work with you does not reflect on the value of your business. I have had lead’s tell me all types of reasons why we could not work together. Either it wasn’t the right time or they didn’t have the capital. At first I thought, I need to lower my services. I thought: maybe I am asking for too much? Then I became overworked, under appreciated, and burnt out. I knew that wasn’t the answer. Instead I began putting my places in communities that would appreciate my higher ticker offers and created digital products and a free marketing blog to those that needed lower ticket offers and preferred the DIY approach.
Cheapening my services, cheapened my work. I knew at the beginning of my business I could not lean on the staff we have been able to create today. It was important to offer professional and polished services to those who I could. I learned that my work will speak for itself and I can gain more clientele by word of mouth than take on more clients than I can help and all of them are dissatisfied. In that scenario my work is speaking for itself but not the way I want it to.
Contact Info:
- Website: ruthsherrill.com
- Instagram: @marketingbyruth
- Facebook: Ruth Sherrill Marketing Services
- Linkedin: https://www.linkedin.com/in/ruth-sherrill-ba9a41b9/
- Pinterest: Marketing By Ruth
- Other: TikTok: @marketingbyruth
Image Credits
https://www.2mvisuals.com/ Photographer: Matt Murphy