How to Attract High-Value Local Clients in the Borderlands Region
Marketing strategy for service business in Cumbria should be relatively straight forward. Often we make it too complicated… or we don’t do a full strategy, but pick at some of the tactics and wonder why it seems to be a failure. It’s not just digital marketing where this holds true but the whole range of marketing activities.
Last week I watched a series of webinars organised by Bright Local to encourage better education in the Local SEO arena and to raise cash for the needs of people affected by some of the craziness and horror in the world today. The second day’s keynote speaker was Andy Jarvis and he laid out some very clear guidelines about what is needed for businesses to market themselves effectively in this changing environment.
Most local service businesses assume that more visitor traffic, clicks, and followers mean growth. But there’s a more subtle reality: you don’t need more people; you need the right people. Andy’s theme was emphasising the need to target the right “personas”.
He stripped the idea, of a strong marketing strategy for service businesses, back to clarity, focus, and consistency. It’s about attracting cash-rich clients who value expertise, not bargain hunters shopping for the lowest fee.
Drawing on this talk from Andy Jarvis, here’s how service firms in Cumbria and the Borderlands can apply some of his principles, stop chasing noise and start winning the clients that matter. Interestingly he illustrated these concepts by drawing on Ed Davey’s successful campaigns which targeted very specific constituencies where they were in with an electoral chance!
Winning Clients Isn’t Just About More Eyeballs
Just as political campaigns can be shown to succeed with fewer votes but smarter targeting, your firm can grow revenue even if your website traffic doesn’t explode. For accountants, solicitors, or consultants, 10 enquiries from the right clients beat 1,000 clicks from cash poor businesses and individuals who don’t have the resources to use your services.
Four Questions Every Service Firm Must Answer
The 4 question test… A marketing strategy for service businesses boils down to four essentials:
- What problem are you solving?
- Who exactly are you targeting?
- Why will they buy from you instead of someone else?
- How will you measure success?
If you can’t answer these in one page, your strategy is too vague.
Crystal Clarity About the Problem You Solve
The best service firms don’t try to do everything. They solve one or two critical problems better than anyone.
Instead of:
“We do tax, bookkeeping, payroll, VAT, audits, and business coaching…”
Say:
“We remove financial stress for ambitious SMEs in Cumbria.”
Clarity raises perceived value.
Play by the Rules of the Game
Complaining about online competitors or big national firms won’t help. Local service providers win on:
- Trust and relationships (face-to-face access matters).
- Specialist knowledge (regional tax rules, local property quirks,
- Local sources (of business intelligence and local contacts in their networks).
- Responsiveness (real people answering calls).
- No Big Brand Baggage
Move the fight to where you have the edge.
Ruthless Targeting Wins Better Clients
The best strategy is not to target “everyone.” Narrow your focus to clients with budget and need:
- High-net-worth families needing estate planning.
- SMEs turning over £1m+ who want proactive tax advice.
- Professionals looking for long-term wealth management.
- Businesses who have seen their visibility and market share decline in West Cumbria
Quality and resonance with a potential client beats quantity every time.
One Message at a Time
Andy Jarvis’ analogy is simple: throw one tennis ball and someone catches it; throw ten and none are caught.
Service firms can confuse prospects with too many offers. Simplify! Your content marketing should lead with one clear promise that your ideal client will remember.
Set Fewer, Sharper Marketing Objectives
If your marketing goals are “traffic, followers, leads, PR,” you’ll spread yourself thin. Strip them back. For high-value service firms, the only real measures of success are: A digital marketing agency will often say .”Impressions are vanity, clicks are sanity”, but the only real sanity is revenue and a pipeline of orders.
- Number of quality enquiries.
- Value of contracts signed or sales completed.
Everything else is noise.
Make Your Business Strategy Memorable
The most effective marketing plans are short enough to rally a team. Not a 30-page binder, but one sentence:
- “We’re the trusted accountants for Carlisle SMEs turning over £1m+.”
- “We’re the go-to solicitors for professionals in the Borderlands.”
If your staff can’t repeat it, it’s too complicated.
Execute Relentlessly For Results
Once the strategy is set, stick to it. Don’t dilute your message chasing cheap leads or random opportunities. Consistency builds authority — and authority attracts premium clients.
Learn from Other Industries and Marketing Consultants
Look at sectors with similar buying cycles:
- Architects can learn from luxury travel firms.
- Solicitors can study how wealth managers sell peace of mind.
- Consultants can borrow tactics from high-end design studios.
Fresh ideas often come from outside your own bubble.
Final Thought: Remove to Improve
A winning marketing strategy for service businesses isn’t about doing more. It’s about doing less — with greater clarity, tighter targeting, and simpler messaging.
For service providers in Cumbria and the Borderlands, the path to better clients is clear: stop chasing volume, and start focusing on value.
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