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    Chapter 4

    Researching Local Companies

    How to find and evaluate the best potential clients

    The foundation of a successful local marketing agency begins with research, there. Before you can help a business grow, you must first understand its current position in the market.

    Watch Out
    Many beginners make the mistake of contacting businesses randomly without any preparation. This leads to low response rates and weak sales conversations. Effective agencies begin with structured research.

    Step 1: Identify High-Value Target Industries

    Focus on industries where a single new customer can easily cover the cost of your marketing services. Strong local service niches include:

    • Roofing companies
    • Plumbing services
    • Electricians
    • Driveway installers
    • Landscaping businesses
    • Tree surgeons
    • Builders and construction firms
    • Dentists and orthodontists
    • Legal services
    • Cleaning companies

    Step 2: Use Local Search to Find Prospects

    Start by typing phrases into Google Maps like:

    • "your target industry your target area"
    • "your target industry near me"

    Your Prospect Research

    Enter your first target prospect details — these will be used in later exercises

    Step 3: The 3-Minute Audit (Your Secret Weapon)

    Key Takeaway
    The 3-Minute Audit: You can evaluate any local business in 3 minutes flat. Check these 3 things:
    1. Google Reviews — Less than 20 reviews or below 4.5 stars? They need help.
    2. Website Mobile Speed — Open their site on your phone. Does it load in 3 seconds? Is there a contact form above the fold? If not, they're losing customers.
    3. Facebook Presence — Do they have a business page? Have they posted in the last month? If the answer to either is "no," they need you.
    If 2 out of 3 are bad, they're a perfect prospect. This takes 3 minutes and tells you more than an hour of research.

    Step 4: The Google Maps Hack

    Here's a trick most people don't know: search "your target industry your target area" on Google Maps and sort by "most reviews." The businesses at the top are winning. Now look at everyone else — the businesses with 5 reviews, bad photos, and no website. Those are your clients.

    The winners prove the market exists. The losers prove the opportunity exists. You just need to help the losers become winners.

    Step 5: Look for Signs of Weak Marketing

    Focus particularly on companies that show clear signs of weak marketing:

    • Very few Google reviews
    • Outdated or poorly designed websites
    • Incomplete business profiles
    • Weak branding or inconsistent messaging
    • Little or no social media presence

    Step 6: Create an Opportunity Score

    For each business, assign scores from 1 to 10 based on: Website Quality, Review Count, Social Media Activity, Branding Strength, and Advertising Presence. A business with low scores has the most room for improvement.

    Pro Tip
    Your goal during the research phase is to build a list of at least 50 potential businesses. Not every company will respond, so having a large pool ensures you always have new opportunities. You can expand by searching neighbouring towns or related industries.

    Why Research Gives You an Advantage

    Instead of saying "Do you need help with marketing?", you can say:

    "I analysed your client's website and noticed a few opportunities that could help generate more enquiries. I also created a sample website design to show what's possible."

    Research Phase Checklist

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