How To Fix Your Marketing
Increasing Sales From $1.5 Million To
$6 Million In Less Than 3 Years
A Case Study
In March of 2016, I was contacted by a company specializing in creating outdoor living spaces. They were struggling to get enough qualified leads despite spending (wasting!) money on Adwords Express each month, mailing postcards, and advertising in a local luxury home magazine.
Despite their $1.5 million in sales, they were stuck taking small, less-than-profitable jobs because the leads that were coming in weren’t the right kind of leads for the projects they truly specialized in.
The process that I took them through to get them to a projected $6 million in yearly sales by the end of 2018 is the same process that you can use to fix your own broken marketing.
Step 1: Analyze What You Are Currently Doing.
When I began to understand more of this company’s marketing strategy, I realized that they were using a “Spray and Pray” approach – peppering advertising that wasn’t targeted to a list of people that may or may not have been an ideal customer.
That became the first thing to fix.
Then, when I reviewed their website for SEO, I realized that not only was their website not designed for search engine rankings… many of the links on the site were broken or led to the wrong place! This meant that anyone who was doing research on their company was potentially turned off by their website… if they could even find them in the first place!
Lastly, their Adwords strategy wasn’t set up with any strategy behind it at all – in fact, it was implemented by someone who didn’t really understand Adwords and how it worked at a deep level… which meant their advertising dollars not only weren’t working… they were being wasted.
Step 2: Create An Ideal Customer Profile
Before we could implement any new marketing strategies, we had to create a customer profile to get an idea of the people we should be targeting.
This would influence not only WHO we targeted using paid advertising, but what language to put on the website (and how to redesign it) so that it would appeal to that segment of the population.
In addition to geography, we also talked about average income, the style of home, and the identity of the person making the purchasing decision.
But digging beyond that, we also discussed what kind of personality their ideal customer has and asked some important questions:
- Are they creating a backyard space for their family or looking for a place to entertain?
- Are they the type of people to stay in their homes for their entire lives, or are they part of the population that moves on average every 5 years?
- What do their weekends look like?
- Do they celebrate holidays at home or do they host family get-togethers often?
All of this information informed the copy in the ads we were running, as well as the content of the website.
But even more than that, it allowed the company to really begin to nail down who their ideal client is.
Here’s why that’s important: if you don’t know who your ideal client is, you also don’t know who your ideal client ISN’T. And that’s what leads to taking unqualified, less-than-profitable jobs… because you’re attracting the wrong kind of people for your business.
Knowing this information not only told us WHO to target with our traffic… but also helped the company narrow down what kind of projects they wanted to take on. This meant they could focus on the projects that generate a lot of profit, as well as the projects that they wanted to specialize in.
This is how we moved them away from taking “any and all” projects to becoming a specialist in their area.
Step 3: Update The Website To Generate Traffic
Their original website was what I call an “online business card” – a static website that doesn’t allow the visitor to interact at all. (This is what many businesses use these days, and it’s hurting them!)
As you can see, there’s no mechanism that they could use to capture the visitor’s information… which means that many people who saw the site and left without contacting the company were simply gone forever.
Plus, as I mentioned, many of the links were broken and ineffective.
In the redesign, we were able to take the information from our Ideal Customer Profile as well as the types of projects we wanted to focus on and incorporate that into the overall look and feel of the site.
We also included previous client reviews and testimonials into the design – adding this “social proof” helps new visitors understand that this is a reputable company that they can trust.
Plus, we gave them the phone number right at the top of the site – no more hunting or looking for a way to get in touch – it’s right up top!
After we updated the website, we were able to make it to page 1 of Google quickly, which in and of itself began to generate a higher quantity of leads. But what’s more – because of the work we did, the leads were a better quality, too!
Step 4: Run Targeted Traffic
Now that we had a system set up for capturing organic traffic (traffic that we didn’t have to pay for), we began testing our system for paid ads.
We carefully selected keywords that showed buyer intent – that way we could focus on people who are ready to buy NOW instead of hoping that our visitors were ready when they saw our ads. Then we used our buyer profile to word our ad copy and create a page that’s designed to capture their information so we could follow up later.
At this point, we were generating so many leads that the company was able to pick and choose the projects that they wanted to take on, which only helped them avoid those smaller, less-than-profitable projects that were keeping their profits low.
After we tested and worked on the landing pages that went with Google Adwords, we decided to add Facebook ads into the mix.
The reason for using Facebook ads in addition to Google Adwords was twofold:
- Facebook’s data allowed us to target the geographic area as well as the home value that would support larger projects – increasing the average project size as well as generating additional leads.
- With Facebook, we were able to give people the feeling that they were seeing these ads and projects everywhere – adding credibility and trustworthiness to the company as a whole.
As a result of our Facebook campaign, we improved the average project size from $30k to $45k – which meant more money coming in per project and more profit overall.
The budget for this paid advertising was less than they were spending on their direct mail and magazine advertising but generated better leads at a faster rate than they were able to get before we fixed their broken marketing.
When they first contacted me, they were averaging $1.5 million in sales per year with an average project size of $30,000.
From March – November 2016, we generated $3.6 million in sales and took their average project size to $45,000.
In 2017, we generated $5 million in sales with an average project size of $50,000.
For 2018, we’re projecting $6 million in sales with an average project size of $55,000.
But the real result is that in 2017, there was a manila folder full of leads that the company simply didn’t have time to fulfill… which means they’re at max capacity and still growing.
Are you ready to fix YOUR broken marketing?
Broken marketing can come in all shapes and sizes – from a website with broken links to a strategy based on hope instead of real results.
But whatever the reason… if your company isn’t generating the leads you need to stay away from the no-profit projects… let’s talk.
You can schedule a FREE 30-minute consultation by clicking the button below. We’ll talk about what you’re currently doing and I’ll be able to develop a plan to get these kinds of results for your business.
Don’t let broken marketing hold you and your business back from growth. Discover how you can create a winning strategy using this same process and have your very own manila folder full of leads by this time next year.