A leaking marketing funnel

Gordon moved to Queensland over six months ago. After being employed for several years, it was his dream to become self-employed again and live a better lifestyle. Being previously employed, Gordon had not needed to find new business for well over ten years, so it came as quite a shock to discover that the methods he had previously used to get new clients (newspaper ads, letter drops etc), were no longer working. Gordon approached me asked to help him plug his leaky marketing funnel.

Marketing on a low budget

As a new business, I understood that Gordon’s marketing budget was low and that any marketing spend needed to have a near instant return on his investment. I suggested that he put a small portion of his budget into a Statistical Design and Analysis. The aim of this approach was to provide him with a clear picture of the marketplace he was operating in, looking at niches to exploit, and predicting his chance of success.

“I needed time to get good understanding of the market Gordon was operating in. Sometimes we can’t take a leap forward unless we take the time to step back first.”

Jay Fletcher

The Solution

On day two, I presented Gordon with a solution – a marketing campaign that it had an 80% chance of succeeding. The campaign was short (great for his low budget) and highly measurable. It would take a week for me to do some ground work but I told Gordon he be expecting calls from new customers the following Monday.

Making quick progress

Gordon followed my progress during the next week closely, as I got to work on the plan I’d created. There were several steps to the work, but Gordon enjoyed seeing the how the process worked.

Mobile optimised website

87% of people that required plumbing or gas services browsed for a solution on their mobile

PPC Advertising

Exploiting niche searchable key terms meant Gordon could operate in a competition-free marketplace

Customer Reviews

Building a trust enabled Gordon to compete successfully without large advertising overheads.

Automation

Most leads required an urgent response so we used robots to assist until Gordon could return any calls.

Happy Customers

Eventually Monday came around and, just as I promised, Gordon’s phone started to ring with new work. Within two weeks, Gordon could afford to increase his marketing budget. This led to even more work, and even more happy customers.

Sustainable Growth

A week later, I sent Gordon some information relating to the statistics I had been gathering on his campaign. This included the increase in traffic to his website and social media pages, as well as the customer reviews. It was quite clear to see that the work I had carried out over the past two weeks, had a huge, positive impact on Gordon’s business, and his bottom-line.

“The service I received from Jay didn’t just end there. He not only helped me gain new customers, but also showed me how I could retain the ones I already had! The plan he provided proved to be an excellent return on my investment.   I’m now well-known throughout the town and have 100% satisfaction based on my customers’ reviews.”

Gordon Yates

Plumber and Gasfitter

Let’s Make Things Happen

Jay Fletcher

Marketing Strategist

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