What Makes Us Different
My Story – Part 1
I owned a residential remodeling business for over twelve years. I had twenty employees, a 6200 square foot shop with some high-end woodworking machinery, and five vans for our installation crews.
I had payroll to process every two weeks, suppliers to keep track of, employee issues to manage, rent to pay, and most importantly customers to keep happy. And, of course, none of that would be possible without having a marketing plan that generated consistent quality leads. My marketing budget averaged 10-15% of sales, and managing that budget was a constant struggle. Should I spend more to try and increase revenue? Should I cut back when cash flow got a little tight?
In other words, I’ve been in your shoes.
My Story – Part 2
My marketing plan utilized many different sources, including newspaper print ads, magazine ads, Money Mailer and Valpak, yellow pages, trade shows, car wash displays, and digital marketing with Google and Facebook. The mix of advertising between print and digital shifted drastically over the years, with the digital ads providing more flexibility and a greater return on investment.
After selling my business, I managed two other similar businesses. One of those businesses used digital marketing exclusively, while the other business had a 50/50 mix of print and digital advertising. Both businesses used digital marketing agencies, so I had the opportunity (that word is a bit optimistic) to work with four different agencies, two with each business.
All four of those agency experiences were frustrating for a variety of reasons. One of the agencies managed a substantial Google AdWords campaign. The agency owned the Google account, and billed my company for the AdWords spend plus their management fee. But the agency was not transparent regarding the detailed breakout of their fees and the marketing spend, and they were reluctant to provide any detailed campaign information pertaining to keywords, cost per click, or click through rates. Another agency was a new digital marketing division of a major newspaper. They had 3-4 people on our “team”, but they rotated in and out on weekly conference calls, with the new people often asking questions that had already addressed in a previous call. But the biggest problem was that they just did not understand small business. Their lack of business experience was a constant problem as they could not grasp the concept of a qualified lead as it related to our specific business model. A third agency was managing a multiple-location campaign, and could not understand that our locations had different product lines. And even though they ran ads in a location for a product that wasn’t offered in that location, the agency still wanted to bill us because the ad was generating phone calls to our business.
I had enough. I decided that my business ownership experience, along with my success with generating digital marketing results, would be my new business venture. So I started Digital Magnet with the mission of being a business owner’s marketing agency. Affordable. Transparent. Results Oriented. No Gurus.
I welcome the opportunity to speak with you about your business. If it sounds like we might be a good fit, please schedule a phone call and let’s talk about ideas and strategy.