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Client
Honest Buck is an accounting firm, offering full-service accounting and profit-coaching for mid-sized businesses within the childcare niche.
Services
- 1-Year Marketing Plan
- External Marketing Manager
- Lead Generation
- Website & Branding
- Video Production
Challenge
Honest Buck had just finished a period of 9 months without a dedicated in-house marketing resource. In addition, they wanted to transition their focus to a new niche, childcare and early education organizations, but didn’t know how to reach them. After struggling to find a consistent solution, their marketing had fell flat.
- Not attracting the right client. Wasting valuable time to calls and proposals for unqualified leads.
- Marketing efforts didn’t generate leads or connect with sales efforts
- Lack of consistent marketing support & strategy
- Pivoting to focus on a new niche
- Pivoting to a virtual operation away from strictly local businesses.
- Branding and messaging didn’t resonate with target market
Rachelle Calina
Owner of Honest Buck Accounting
“I started my accounting practice 6 years ago. My biggest struggle….marketing. Not only did I not know what I was doing, I also didn’t have time. I paid some money to Yelp to be “featured” and called it a marketing plan. As my business matured, I felt like I needed to hire someone to do real marketing.
First I hired a freelance marketer from Upwork. She created a bunch of complicated customer funnels and then disappeared. Because I couldn’t manage the tools she had set up on my own, I disconnected them and was back to square one. Next I hired an admin thinking that I didn’t really need a marketing expert, but rather someone that could post updates to Facebook and create some videos for Youtube. The issue….she didn’t understand who are target customer was (no matter how many times we talked about it) and kept creating content to attract exactly who we didn’t want to serve. I was frustrated and at the end of my rope.”
Strategy
To start our engagement, we conducted a strategy session to understand the root of the issues with their marketing and align on business goals. These insights guided our first step, to create a detailed marketing plan.
1-Year Marketing Plan:
We found that Honest Buck had never had a clear comprehensive strategy in place. Their marketing had become scattered and didn’t have a clear direction. In order to make the best use of time and resources we found it necessary to begin with a marketing plan before any executional work.
Through this process we:
- Audited of website, messaging, and current marketing tactics – their effectiveness and ROI
- Identified target customers and personas
- Determined KPIs and how to track them
- Strategies for optimizing each marketing channel
- Proposed timelines and ad spend amounts
- Analyzed their sales funnel and recommended ways to improve it
- Discovered organizations for strategic partnerships
External Marketing Manager:
Following the completion and proposal of the marketing plan, it was time to start implementing.
- The first step we took was to lay the foundation. We integrated their different systems together and set up analytics tracking so we could start to fully measure the effectiveness of initiatives. For example, we connected Honest Buck’s scheduling system to Google Analytics. We could then understand what channels leads were coming from when they booked an appointment, such as social media, Google Ads, or organic search.
- Next we started the process for executing the core recommendations. For instance, we used the target customer personas to build targeted lists on Facebook to show ads to. This drive traffic and higher quality leads to our site. We built dedicated landing pages and funnels to increase conversions.
- Lastly, we adapted our strategies after different experiments and understanding which channels were most effective.
Website & Branding:
Over past few years since their last brand refresh, the visual aesthetic wasn’t appealing to the target demographic and the messaging wasn’t clear and didn’t resonate.
- Facilitated the creation of a new WordPress website
- Updated the messaging and overall copy
- Created a new brand styleguide
Lead Generation:
We utilized lead magnets and webinars to gather contact info, generate highly-qualified leads, and grow the email list.
- Created multiple PDF guides (lead magnets) which accumulated over 400 leads within 5 months
- Developed a webinar discussing PPP loan forgiveness that had over 200 participants
Video Production:
- Created an animated explainer video to effectively communicate offerings and build trust with audience.
Results
- 350% increase in revenue from clients in their target market within 1 year
- 300% growth in national clientele within their target market
- 1k leads generated in 1 year
- Confidence in their marketing from consistency and results
“Finally, I found Desmond! Desmond took the time up front to discuss my business in depth. Not just as it is, but how I would like for it to evolve. He developed a comprehensive and straight-forward marketing plan based on my ideal client profile, found organizations that my ideal client would belong to found ways for us to get involved and helped me to identify where I was spending needlessly spending money on marketing saving me $750+ per month.
This is the first time I have felt confident in marketing approach and I know that the investment will pay off. Thanks Desmond!”
Schedule a Free Strategy Session
We’ll listen to the things causing you stress and
create a customized plan to combat them.
We’ll listen to the things causing you stress and create a customized plan to combat them.
