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hey guys I'm Caroline look I'm Jason sook and we run wandering in Philly an unborn coaching program for intentional online business owners welcome back to our series growing through it where we make over a community members business and help them come up with ideas on how to improve their business foundation in this uncertainty in this case study we're going to introduce you to Andrew who runs a digital marketing company called hot Kano yeah you have to think that the entire time he's a b2b company but if you were someone who gets clients this case study should really help you clarify messaging your services page and really just help you get more clients all right let's get into it and of course feel free to just think okay though the entire time we say okay is it funny alright meet Andrew Andrew is the owner of hot ko-hoh which is a digital marketing company and Andrews experience is in marketing for big global brands but he left his corporate marketing career to build his own marketing company that he could be proud of so that's a little bit of background and his goal is of course to get more client leads beyond just referrals which is the main way that he gets clients now PS before we get into Andrews case study just as a reminder we do have our own five-step process checklist that you can download for free and it takes you through every step that we're gonna go through in this case study so check the description below in order to get to the blog post where you can download that checklist for free before we get into the nitty-gritty of Andrews case study we'll give you a little sneak peek of where we're gonna end up so our top 3 recommendations for andrew are going to be to rethink the client buying process and leave generation to invest heavily in content and case studies and then to shift his website messaging from who we are to how we help and here's a little sneak peek of the after for his website that we're gonna show you in step 5 so let's just get right into it of course we start off with the brand foundation this is our four cues we're gonna go over the four questions of who why what and how so to get started the who question is in relation to his audience so from his website right now I can see it right there on the homepage it says a trusted digital marketing company for small and mid-sized businesses so we have an idea of who has audiences the only thing that I would recommend is to Ryden arrow this down even a little bit more if possible because a small and mid-sized business could be like a mom-and-pop shop retail shop on the street or it could be a solopreneur online so what type of business so for Andrew I would say - if I was gonna fill this out I would say who does your business help small and mid-sized local businesses this is because I reached out to Andrew and I said give me a better idea of who you work with and I think he mentioned to me a multi-state towing company a local law firm it was sort of this idea of businesses in his area that don't have a lot of time to focus on digital marketing strategy and that's where he comes in right because he could be the expert so I would say they are serving their customers in their immediate community they work hard but don't have the time or bandwidth to invest in marketing strategy even though they want to grow so this is kind of building out that ideal client avatar and my word for that was local businesses he might have a better word for that but again just narrowing it down that little extra bit is going to help him speak exactly to the heart of who his ideal client is so let's move on now to the why this is his mission why does your business exist is really the question we're answering so as I move down his website I can see stop wasting your marketing budget on broken agency promises that gives me an indication a little bit I can also see this section here under not your typical marketing company I can see he talks a lot about being transparent being very like fair pricing being kind of an answer to the normal agency model which is what he has here with these big problems with the traditional agency and then how he's different from that so that gives me an idea of sort of the bigger purpose behind why he started his company and that's a big part of your brand story so we want to really highlight that so for him I would write down why does your business exist hot cannas mission is to disrupt the traditional agency model by bringing accountability and transparency to marketing services and becoming the true partner that small businesses are looking for to help grow their business and that's his wide that he can come back to again and again and also sprinkle throughout his website so that potential clients say oh that's something I can really get behind yeah I have been burned by a big marketing company and and he seems different the third cue that we're gonna answer is the what this is your benefit or what benefit does your business provide your customer and right here under this section I saw at our core is a fixation to accelerate company sales and increase long-term profitability there you go right there that's what I would write down as the ultimate benefit hot Kano helps businesses grow their company sales and increase the long-term profitability and you really want to make sure that that benefit is clear throughout the website and then finally our fourth Q how does your business deliver that benefit that we mentioned and this is where it gets kind of interesting because on his homepage as I scroll down I see under services these eight different circles business strategy marketing website so I'm kind of wondering to myself okay I know he's a digital marketing company but now it's kind of getting muddied with all these different things that he does in his business and so it's hard for me to really melt nailed down how does he deliver that benefit if I'm thinking that as a client and so I'm gonna go into this further in part two of this series but we really want to figure out a way to make this a lot more concise as an umbrella term I just said custom digital marketing strategy and then I actually to narrow that down a little bit I said specifically technology content and creative and I'll show you how I kind of came to that to take this list of like eight different things with even like a bunch of things below those eight different things and to really wrap it into digital marketing strategy technology content and creative so as a recap of our brand foundation which is where we start the audience we're gonna go after is small and mid-sized local businesses the mission is to promote transparency and accountability within the marketing agency world the benefit is increased sales and long-term profitability and the offering is custom digital marketing strategy okay so let's dig deeper now into the product or service offering which we talked a little bit about we have on the website these eight circles again eight different things within like three to five things listed underneath if I'm a potential client this is just a little bit confusing and there's not one thing that stands out to me to say okay hot Kano does this one hot tip is when you show a potential client everything that you can do you end up coming off like you don't have an expertise and it you also make yourself very hard to stick out in someone's mind so we want to narrow this down in such a way that if one of his potential clients was talking to one of their business friends and said you know I'm really looking for somebody to help me with marketing strategy their friend would say oh you know hot K know I know Andrew he owns this business he does exactly that right now it's all just like spread out in these different groups of things that he does and so what I did was I actually I reached out to Andrew and I said okay out of all these things like what do you really go back to time and time again to help your clients with give me a list of those things and so he wrote back a bulleted list of all of these different things which is actually narrowed down if you compare it to the previous slide and so I thought okay if I have all of these different things is there a way that I can group them into categories to make it easier to describe and so what I ended up with is something like this I pretty much saw that they fell into three main categories marketing technology tools so I'm calling that tech and the reason that that is just its own category is because this is kind of its own entity but he said that's what he does a lot is they're obviously not up on the latest marketing technology tools these are things like software products that can help you grow your business like CRM systems and things like that so he's always recommending tools that they can use to grow their sales so that's its own category then content so inbound marketing search engine optimization all that good stuff and then creative so we can help with website design and you know your photography and things like that so it kind of took that list and broke it out into these categories and then anything that didn't fit those three categories I put in this section as other and you'll see how I transition that into a new services page that really more clearly communicating what his capabilities are as a business instead of all of the big circles now it's going to give us the ability on his services page to write these are our key services marketing technology tools inbound and content marketing website and creative direction that's enough for someone to say okay those are the things that they're really good at and it starts to look a little bit more confident as a business because I can see he has an expertise he has a clear direction rather than oh we can do thing in the kitchen sink and so I'll show you this later on at the end of the case study but I redesigned the services page and it allowed me to at the top say in that green box our core capabilities boil down to these three categories each with the potential to grow your sales and lead to long-term profitability so again we're stating the benefit and we're saying these are the categories of services that we provide in order to get you that benefit and that allows us to then break each of each one of those three categories down into its own little descriptor and say like ok these are the things in that category that we do and then if you really want to say you have these additional capabilities that don't fit into those three you can have a little section at the bottom that says hey by the way yes we can also do these things but again you're leading the client through a story and you're showing them that you're confident and that these are the things that you're really good at and it allows it to stick a lot better in their brain rather than them reading those eight circles of all these different things okay now that we've narrowed down our services let's talk about just the process of hiring hot Kano right now what's really interesting is if you go up here on his website to the top pricing and you click pick a plan the way that he's positioned it now is in these four different pricing plans and it's basically like a monthly subscription to a marketing plan is the way that he's laid it out and actually if you scroll all the way down you see these images where I can almost click into one and purchase it right there from the website and say hey I want the standard marketing plan for $2,500 a month put me on a subscription and so I asked Andrew about this he said yeah I just I wanted to be all about fair and open pricing because marketing agencies typically aren't that way and I thought wouldn't it be cool if you could buy a marketing partner like you would buy a Netflix subscription and I thought that is a really cool and different idea and it's a way to stand out but if you've been experimenting with it and you haven't had a lot of luck with people buying a plan like this straight through the website it's probably time to pivot and try something else like there's a reason why certain things work better and it's just because I don't think someone's gonna go and want to buy a $10,000 marketing partnership the same way that they add something to their cart on Amazon it just doesn't feel the same like you want that human connection you want that trust built before you're gonna sign an invoice for that much money I would recommend as much as it might pain him because it's the more traditional route to go into a much more traditional kind of here are packages reach out to me and do the invoicing and everything on the back end not like a Netflix Netflix subscription in this way in the redesign what I recommended was moving towards a more traditional kind of process for hiring him but I created an investment options section and I basically took his four plans and narrowed it down to two because I think even four is really overwhelming and you just go even though it might be clear to him it's a lot to read through and it's a lot to say okay which one of these is right for me I really think that most people are gonna probably start off on on the lower tier right because they haven't worked with him before and they want to just do a dry run and kind of see how it goes but I still think doing a more expensive bigger package is good for price anchoring to say like okay here's our regular package and then here's our bigger more expensive package even if most people are gonna go with the first one because there's that other more expensive package to compare it to it kind of softens the price sensitivity a little bit that's why I've put them into the two packages I mean he can say what he wants each in each package and also he can price it the way that he wants to I just said in those bullets showing there's a different number of sessions and a different number of goals or this is something that he had in his comparison chart for the marketing plans just something to show the differentiation between the two but then you want to say okay reach out and we'll help guide you on what package fits your needs this is where the more traditional path kind of comes in you're gonna have people click that button and that can be an anchor down to a contact form that just says hey get in touch with us and we can start the process that is the the big overhaul I would make to the general buying process of his services okay now that we have the offering kind of nailed down let's talk about marketing strategy and customer journey in other words what is the marketing bridge to get someone to buy your product or service how does someone go from stranger to customer those of you who have watched the previous episodes will know that we like to use this metaphor of the island and your castle being your offering and your marketing bridge are kind of the steps that you are leading someone through in order to go from being a straight over on the mainland over to your Island where your castle and your offering lives if you want more background on this metaphor definitely check out the first episode of growing through it we go into it a lot more in depth but the general idea is just to plot the journey that someone goes on from being just a stranger to becoming a client here's the thing about hot key knows marketing bridge right now he doesn't have a ton of content on the website because of this whole marketing plan buying process here's what the marketing bridge ends up looking like I'm not really sure how he's getting traffic at the moment besides maybe referrals but I do know that he is posting some stuff on LinkedIn I think he has two articles and he's posting stuff on LinkedIn so I'm just gonna say let's say the people coming to his website are coming from LinkedIn but then way over on the other side of the bridge he's hoping that they just purchase a marketing plan straight from this site and you can start to see that's a pretty thin bridge I would say if we're being generous there's maybe an intermediary step in between these two which is the person reaches out on his website through the contact form or setting up a consultation call which he has told me people have done before but still even if that was the step you can start to understand why we don't have a steady stream of clients coming in because the bridge is just so thin there's not enough steps in it to really build trust with someone to get them onto that bridge so what I see as an opportunity for Andrew a huge opportunity is to create some of those intermediary steps and really get more people over to that offering so how are we gonna do that well similar to episode 1 of this series with Amon and her copywriting business we are gonna recommend that he offers something of value in exchange for a leads contact details because if you can get people on the phone and really explain what you can do for them usually that's a really good indication of being able to convert them to a client much more so than a website right but you've really got to get them to be willing to get on the phone with you and that's the big question how do we do that one way to do that is to experiment with this idea of offering something in this case what we recommended was basically a free marketing plan so you would fill out this embeddable type form with your details like your website and what your company does then Andrew would be able to create what we called as hot Kano how could what we call the hot list which is basically just like three recommendations so he could just quickly look at their website and say hey we definitely recommend updating your website here's how we can help you with that you know one two and three here's a marketing tool recommendation that have you looked into this this could be a really great for CRM XY and Z and then another recommendation and he's demonstrating his expertise he's delivering value to them he's starting that conversation and then hopefully he could get them on a call and convert some of those leads into paying clients so if we think about that as an intermediary step and we add that to our bridge we can see okay that that creates a new touch point and then a person could submit that he could email the hot list to them which is just the one pager delivering value offering the hop on a call he could then get on a lot more consultation calls and hopefully then people would purchase the marketing package not just purchasing the marketing plan cold on the site so that is the newer bridge and then there's also an opportunity for a secondary bridge which we call the more cold bridge people who aren't quite ready to submit those details for the HotList marketing plan he still has an opportunity to keep those people in his ecosystem let's say he was creating a lot more content so he would get people landing on the blog post from Google or from social that he's sharing and then if he had more of a newsletter strategy he could get them to sign up for his newsletter he could start sending out that newsletter not even every week maybe every other week and then in those newsletters having a link to say hey ready to set up a consultation called that gives him a whole new stream of people where maybe they've been on the newsletter for three six months and now they're finally ready to take action and sign up for that consultation call and now that's another portal into his marketing bridge and getting those consultation calls which can lead to clients now the big crucial piece here of course is really focusing on that content piece and really focusing on that newsletter piece so let's move into part four to talk more about that let's now talk about audience building on the front end of that marketing bridge so for those of you who this is your first episode you won't know this but we have a three pronged kind of audience building approach it's with your lettuce we call it our content salad so it starts with your lettuce or your foundation articles this is eight to ten written articles on your website that are attracting search traffic then you have your fixins which is kind of your second step this is your consistent authentic ongoing content like a newsletter but it could be something like a podcast or a video series and then third you have your dressing this is your social media content we call it your micro content where you are sharing out bits and pieces of the other content to try to drive awareness and attention to those other pieces of your content strategy now let's dig into each part of this so let's start with articles I think this is such a huge opportunity for Andrew let's take a look at what articles he has on his site so actually it was a little hard for me to find because I think he calls his blog wave I would definitely change out to blog because people don't know what that means if I'm looking for his articles but right now he has these two articles on his site that's a huge opportunity to write those 8 to 10 foundation articles so that if I'm a potential client I can scroll through those articles see how he has expertise that can help me if you click into one of these articles I mean they're very thorough they have great images they're very well-thought-out and the only problem with for example an article like this abandon your marketing now and your company might never recover is it's not really written for search one thing that we would recommend is writing those 8 to 10 foundation articles that are specifically meant to attract the ideal client long term so what are the questions that his previous clients are asking him what do they need to boost the sales in their business how can you position yourself as that Authority another change that we can make is to make the design of the blog a lot more readable so as I was scrolling through that you can see the text basically spans from the left-hand side all the way to the right-hand side of the page and believe it or not someone's eyes will actually get tired trying to go from that bar to the left to the right so by increasing the padding or the space the white space around your text you're gonna make your article a lot more readable which means you're gonna keep people on your site longer and then the last thing is to include multiple calls to action to the marketing bridge and email lists so once he has those articles written you want to make sure that you get those people on to the marketing bridge so we want to have a call out to the newsletter so I'll show you that but one thing I wanted to point out is this is his article now and kind of the layout of the design if we increase the padding like we said and we make let's say the title a little bit more fit with his branding and stand out a little bit better the whole article just becomes a lot more readable so this is what that would look like but another thing I want to point out is the title of the article is abandon your marketing now and your company might never recover this was a more timely piece I think about running your marketing in the times of Copa 19 those aren't gonna be things that people are googling right so I'm not gonna be someone who's googling abandoned marketing I'm not gonna be googling never recover those probably aren't things however if we change the title to why it's a bad idea to abandon your marketing strategy in an economic crisis at least we can try to attach ourselves to Google of all terms like marketing strategy economic crisis you always want to think about when you're writing your content reverse-engineer the title by imagining what your ideal client or customer might Google your article should be an answer to a question that they have so you really want to think that through like you're always trying to leverage your content as something that someone could search and find your website and then also as we mentioned we would want to add some sort of opt-in signup in the body of the post to really try to get people on that newsletter so that if we do attract traffic from search we're getting people into our ecosystem alright now that we've talked about the articles let's talk about this newsletter a little bit Andrew admittedly said he doesn't have much of a newsletter strategy right now so no surprise that the sign up on his website right now is the very basic sign up to get hot canada's best and freshest content I know those of you watching this have some version of this if like sign up to get our updates but again you want to make that very compelling and give people a reason to sign up for your newsletter for his newsletter strategy I would recommend creating some type of again I'm putting myself in the shoes of his ideal audience I'm a marketing person at this local business and I need something that's gonna add value but I don't have a lot of time because I'm in operational mode what would be valuable to me so I thought of something like small business hot tips every other week and maybe it's just two paragraphs sharing with them a cool marketing tool that you've researched that could help their type of business or short case study just an idea of a marketing thing that they could try in order to boost sales again you do that for enough weeks in a row and you start to build authority and Trust with people who are on that email newsletter and they start to go Andrew nobody knows what he's talking about and I really want to implement these tactics that he's sending me every other week but I don't have the time for us so I'm just gonna go ahead and hire him so that I can get those real results as of right now I just put the sign up basically I would put them on the blog post I put them on the footer of the new website design but if you got in the rhythm with it he could definitely make even a bigger push to put this throughout the site but my recommendation for him is to really focus on that warm bridge first and just get the newsletter going and stay consistent with it first so again just to recap what we can improve from his newsletter strategy is the short two paragraph newsletter every other week introduce a marketing technology tool that they didn't know about or a short case study and to provide value by taking the time investment out of marketing for them and to build trust the final piece of our contents out here is just social I think the main place where Andrew shows up with hot Kano is on LinkedIn which i think is a great strategy for him to really try to connect with those local businesses to do a lot more of it start investing in delivering immense value to local businesses so again that whole like hot tips idea is just here's a marketing tip here's something you haven't thought about and really become the marketing expert for local businesses and continue to plant that seed in their head so they can potentially work with him down the road and then of course when he does write those 8 to 10 foundation articles start sharing snippets of those one thing I really want to encourage Andrew to do with hot Kano is to really beef up case studies because he has worked with companies and he is all about being results driven and accountable to in their partnerships really getting results for his clients and so the more that he can create some type of case study template on his site and share exactly who he's worked with how he's helped them that's really great social media content for LinkedIn as well all right on to the final step let's pull it all together with the website redesign here's the website as of now the biggest issue that I saw with it because it's a great website it's very memorable it's very clear in the way that he says things but the biggest missed opportunity I see right now is that everything on the website is written from this perspective of this is who we are this is who hot Kano is this is what we stand for which is always that's a good thing don't get me wrong it's better to be clear and about who you are than not but you can see it throughout like how our partnerships work we're not your typical marketing company this is the ways that we're different from a big agency why choose hot key no it's all about us what I would recommend to try and just boost this a little bit is instead of writing it from the perspective of who we are try writing it from the perspective of this is how we can help you so it's really about making the client the hero and focusing on their problems and how you can create solutions for them and threading your story throughout that but really writing it from the perspective of this is how we help you so let me show you how I kind of did that if you've watched our previous episodes you know that we go through what we call the apps OSA framework that's just a way of gathering your thoughts together before you go to redesign and making sure that you clearly have established the problem who you're talking to how your offering is the solution that outcome you're gonna get for them etc you can watch the other episodes to get a firmer grasp on how we do that or read the article where we go into depth on all of this here are some of the changes that I made to the hot Kano website so first off the audience clearly identify what kind of business is that Andrews marketing company is targeting the only change we made there was just to include that word local but then we also included the outcome that he's gonna get for them so highlight the ultimate reason why someone would want to work with this company so we we made the big bold statement there we help small and mid-sized local businesses improve sales and long-term profitability and we made that in a bold orange color so a potential client can look at that and say here's how he's gonna help me and then a little bit smaller we also included what I call a little preview to the solution which is what do you offer can I wrap my brain around that I set custom digital marketing solutions or as we talked about before custom digital marketing strategy this is the action you want that somewhere kind of above the fold you want what is the action that you're trying to get someone to take even if they don't take it right away you have a very clear place where they can do that and our action for andrew is gonna be that warm a section of the page all about the marketing plan the idea is this would be a button that would be an anchor link down to that section where they could fill out that type form and get their free marketing plan the next section is usually where I try to state the problem so you really want to talk in the language that tells your ideal client that you understand what their issues and their pain points are so make that really clear I said you're so busy working hard on your business day-to-day that you don't have the time to research and implement the latest marketing solutions to propel your business so that might be a pain point that he can pick out about specifically his ideal client that's not going to be a pain point that every business has but his ideal business client is gonna have that problem and then you're positioning your services or your offering as the solution to that problem so here are the ways that we can help you again we're listing out those key services and we're saying here are the things we do really well and then a link to the services page if they want to dive deeper on that let's move down the page there really I wanted a section that plays up on this whole mission and differentiator of being a more results-oriented accountability as a value digital marketing company this is a cool way that you can combine that with also showing them the results that they're gonna get from working with you had this whole section where I really want to play up the case study so if he was gonna be able to create those case studies as blog posts this is where he could show the summaries of both of those was like really compelling testimonial quotes again if I'm a potential client I'm looking down suddenly in this section I now know that this is a differentiator but also these are real things that he's done for clients the sauce here was would be playing up the differentiator of being results based and then we call it trust us is show don't tell if you really want to be results oriented then show those results don't just say we're results results oriented without actually showing a case study and then finally down here this is the big action section where that anchor link will come down to you it has the type form this is where you would experiment with that warm bridge to try to get more consultation calls and then we have a little secondary action here in the footer like we talked about with the cold bridge to get to the newsletter alright guys those are the big website changes let's just recap what our recommendations are going to be for Andrew we want to get him to rethink the client buying process and the lead generation process invest heavily in content and case studies and then shift his website messaging from who we are to how we help so let's do a little before and after reveal that was before and this is after we've got her I mean I did go a little bit crazy with the volcano photos but like he can do whatever he wants with that but I just thought it was like a very memorable name ha caído we've got our case study result section a little bit of social proof with previous clients we've got our warm lead section that's big bold green colors walks them through the process and then we've got the newsletter in the footer now also what I want to show you is we redesigned the services page as well you saw a little peek of this but again we're laying out those three categories of services talking about the outcomes that we're gonna get let us be the marketing brains to your operational game the idea is to break out each of those services into its own little section here to kind of dive deeper and then after we list the services I went into our process I always think that's a good thing to include on a services page it just leads the potential client through this is what its gonna be like working with us this is what you get he had this on his home page already I broke it down a little bit further and then I included that little check mark under each one that shows basically the deliverables that you get for each of those steps and then we have the investment options section and the idea is under each service you have a button that basically was an anchor link down to this section so that it you're leading them through the process right like put yourself in the shoes of your client and say I'm reading about the services yes I need that service check out pricing you go to the investment options section and then you can now reach out via the contact form in order to get the ball rolling on that I also included the warm lead section on this page in case that was compelling to someone who was like this close to signing up but I included it in addition to the contact form so that again you're giving people so many options you want to make it as easy and frictionless as possible alright guys those are recommendations for hot Kano all righty friend we hope you really enjoyed that growing through a case study Haku you know for you and you're like I need to do that for my business definitely check out our unborn coaching program you can head to wandering in Philly comm slash newsletter that will get you on our newsletter list you'll get tips every Monday ok studies like this the link right there right it's also in the description and if you like this video you want more of these videos we are hopefully going to do more of them in the future so hit the subscribe button if you guys have ever seen that it's like a button on YouTube where these things school you can also hit the like button you can click the bell if you want to get a delivery reminder every time we bring a video to you to your door you can go back one minute yeah well we hope you enjoy this and that for the rest of the day you just think to yourself okay though because okay