Case Study

How I helped Brodie Contracting Services bring in more high value clients

An Introduction

Brodie Contracting Services is a carpentry and custom wood business (founded by my father) located in Provincetown, MA. As a new business in a new area, he was eager to take any client he could get. Through just word of mouth, jobs were coming in and things were moving.

Eventually he ran into an issue. He was getting a lot of job types that required very difficult hours, without the type of pay he could be getting from other, more high-value job types. Essentially, he wanted to spend more time in his workshop on custom wood projects, and less time out in the field. So, we got to work.

Below are the steps I took for his business. In almost no time at all, he was getting the high-value clients he was hoping for. Less hours, better pay, in his workshop doing what he loves most.

The Process

Step 1

Since Brodie Contracting Services doesn't have a storefront/address for customers to visit, I created a "service area" Google Business Profile. This allows the business to take advantage of what local search results have to offer, while remaining accurate and transparent.

Step 2

I built a website that showcases the type of work he does, and the projects he's capable of. Shortly after visitors get a sense of his work and fall in love, there's a CTA (call to action) prompting users to contact him.

Step 3

I launched a 'click-to-call' Facebook ad campaign, with the goal of generating more phone calls for custom wood clients. After some time passed with no results, I examined the data. After making some adjustments and switching to a 'click-to-message' campaign, leads started pouring in. 

In fact, it did so well that we had to turn ads off in order to meet demand. Through this process we also learned a lot about the demographics and behaviors of his ideal client, which allows us to be even more effective and efficient in all digital marketing efforts.

Step 4

Last but not least, one of the most important aspects of managing your online presence is to monitor, analyze, and adjust. There are many different online platforms your business "lives" on. Your Google Business Profile, your socials, your website, and so on. With these platforms come tools you can use to analyze data, demographics, performance, etc. These are available because "set it and forget it" strategies almost never work.

So when something stops working, it's important to understand why. When something else starts working better, you can double down on it. The internet is always evolving and changing, so rarely will one strategy stay effective forever. By keeping an ear to the ground and trying new things, you can position yourself for continual success in your marketing.

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