DIGITAL MARKETING TRANSFORMATION
A Customer Story
Welcome back to my blog. This time we discuss a client success story about digital marketing transformation. This client owns a small business, He started building website from his home. He was struggling to grow his business. No salesperson was able to sell his services better than him. He wanted a coach to help him build his knowledge and tools to ensure his success. He has some basic understanding of marketing but lacked the knowledge of how to use technology to multiply his ability to get the word out.
We began with interviews to better understand his processes that he used now to identify prospects, attract them to his site, the client journey and how he qualified his prospects.
Being along his main challenge was that he was a one-person shop. Anything he did that was not production was costing him in delivering and getting paid. He must be strategic with his time!
Whether you are a small shop or a large team that is still the issue. Time well spent has to bring back revenue. You can shake your head and say not us, but you must understand that most Founders and CEOs look to add head count to increase revenues over working smarter!
How to attract your prospect?
He used Google ads and Facebook ads to attract his prospects. His hit ratio was horrible because his site was not clear and concise. His keywords were not verified. He had no forms to qualify the prospects and he spent his time with weak leads that gobbled up his time but lead to nowhere.
Are you teams living the same thing? How do you know that to be true? Do you see metrics to confirm that every conversation is well vetted prior to happening? Weeding out the weak leads and generating only the strong, well qualified leads?
So, we worked on his site, his key words but most importantly we added forms that were qualifying his traffic. Weeding out the bad leads or the tire kickers. His hit ratio went up the first month, his win rate as well. By month three he had plateaued. Clearly more fine tuning was required in our digital marketing transformation.
The second phase then became the push for more traffic. We analyzed his personas, where they hung out, how they hunted for information to solve their issues. We studied their pains and worked on new processes to attract them to the site. This included changes in keywords and augmenting his ad buy. In month one he had an average of one form filled out per week for every sixty visitors. The goal was to improve that hit rate in the first phase. We grew to one form completed for every thirty visitors doubling his number of qualified leads. Then we boosted his influx of qualified visitors by 3-fold.
Simple analysis and bold corrections allow our clients to move the needle on leads generated. Working on quality of leads versus quantity should be the first move to ensure you are not generating work for no return.
Measuring Success
We continue to work with this customer to grow his number of qualified leads and shorten his sales cycle. Today we have a 5 X increase of his revenue while lowering his lost time wasted on bad leads. Bad leads still occur, do not get me wrong, but proper planning prevents piss poor performance!
I will keep you up to date on this customer’s journey to success. He is looking at hiring three added resources or outsourcing his extra jobs to continue to grow. Successful strategies and focused actions breed success.
I wish all of you the greatest success. Stay healthy and safe!
Thanks for reading my blog!
Jack