Dan achieved a 500% increase in enquiries through a targeted marketing campaign. Here’s how.
The first conversion alone exceeded how much he spent on the whole campaign.
Dan, owner of California-based Whittaker CPAs, helps family-owned businesses make sense of their numbers and take a smart approach to wealth planning, in part through their ProActive Tax Planning service.
Dan had a clear goal: to get more clients on ProActive Tax Planning.
He knew there was an opportunity to sell more of this service. It provides incredible value to family-owned businesses, helping them proactively plan for lower tax bills while being highly profitable for Whittaker.
The team at Whittaker created a progression model to market the service. They had marketing assets which they put out into the world, hoping prospects would see them and convert to signing up. However, there was no strategy behind it.
For several months, Dan didn’t see any results. The jump from downloading a PDF guide or watching a video to forking out money for tax planning was huge. The progression model didn’t factor in enough time for prospects to build trust with Dan’s brand, recognise the value in the service and identify Whittaker as the guide to solve their problems.
He felt frustrated. His firm was doing all the marketing things he was “supposed” to be doing, but seeing very little impact from it.
Dan knew the value of the service. He needed a way for prospects to see it too.
It soon became clear Whittaker’s PDF guide and marketing videos weren’t being used to their full potential. They were content-rich, high-quality assets – but if prospects weren’t aware they even existed, they didn’t serve a purpose.
It was time to go back to the drawing board. That’s when he approached PF to deliver a strategic marketing campaign.
Whittaker’s attention to their brand laid the groundwork for a successful campaign.
PF had already worked with Whittaker on a branding project, crafting all elements of their brand to speak to their ideal audience. With a new website launched and a brand designed to attract only the best clients, everything was in place to deliver the strongest campaign possible. Having worked with our creative team on both their brand and website, Whittaker knew they could trust us to deliver results. They felt comfortable asking us to create a plan to move clients through their sales funnel.
In September 2023, Whittaker increased their investment in marketing by 158%. We expanded our services to include creating content for their social media and delivering monthly Copilot reports. We also expanded their team at PF, so they now had a dedicated marketing strategist and project manager.
Whittaker’s 8-week campaign took a strategic, multi-pronged approach.
- To kick things off, we held a strategy session with Dan and Justin to talk through and confirm exactly what results they wanted this campaign to deliver. To forge a clear path to achieving the right results, we had to be as specific as possible.
- Together we reviewed the marketing assets Dan and Justin wanted to use in the campaign: the PDF guide and videos.
- The campaign was then crafted to showcase the value of their Proactive Tax Planning service across a range of channels where Whittaker’s ideal audience mostly spends their time.
- We had already built a ProActive Tax Planning landing page for Whittaker’s website, so we put these assets front and centre alongside powerful messaging to move prospects through the sales funnel.
- Over two months, we delivered the campaign by using strategic messaging through social media, email, Whittaker’s website and their other marketing assets.
Like any strategic marketing campaign, we needed to measure our progress through specific, measurable metrics.
These metrics looked different depending on what was being delivered in which channel. From social media engagement to the number of PDF downloads, each metric helped to measure how close we were to the ultimate goal of increasing signed proposals.
The campaign delivered significant results (and made for a very happy Dan).
Over two months of delivering a consistent, strategic marketing campaign, Whittaker saw:
- 500% increase in new inquiries for ProActive Tax Planning compared to the previous quarter.
- 1 ProActive Tax Planning quote signed (so far).
- 76% more page views on their landing page.
- 22% increase in website visitors/month since the campaign was launched.
When Dan signed his first client from the campaign, the proposal quote greatly exceeded what he’d spent.
Not only was it a great return on investment; Dan now had a sales funnel that was filling up.
The best part? While the campaign’s implementation stage is over, the results will keep on coming and continue to move prospects through the sales funnel.
Investing the right time, energy and funds will pay off.
A successful marketing campaign doesn’t just rely on one strong element to convert prospects. When every single part works in unison like a well-oiled machine, that’s when you’re able to achieve the results you want.
Don’t cut any corners or neglect any of the elements within the campaign. To reach your goal, pay careful attention to every single channel and piece of content you put out. From emails to landing pages to social media, every element comes together to deliver a strategy that moves prospects through the progression model to sign the final quote.
What’s that one thing you really want to achieve?
Whether it’s working with bigger clients or increasing signups for your new service, we’ll help you get there. A considered, strategic marketing campaign can get the results you’ve always wanted.
Tell us about what you’d love to achieve. Fill out our discovery form to book a chat with a PF marketing strategist.