Let’s set the stage; in 2020, times were crazy, the government shutting down businesses and owners looking for ways to survive. I saw friends’ businesses in trouble and knew there was a path forward with the right mix of technology and marketing. I reached out to all of them and offered to help at no cost. We rapidly triaged their most important needs, and the common theme was an easy way to update the public with their business hours, products, and ongoing company changes in response to the everchanging federal mandates.
The solution to their problem was an easy to deploy website and remarketing ads to engage with all social media and website visitors.
WordPress is one of the top worldwide platforms to build an easy edit website and works great with tracking tools to show ads to visitors after they leave the website. I engaged a team for each client, and the websites, remarketing ads, and tracking was all in place and live. Some friends took over immediately and were able to continue to maintain their site and remarketing ads. SUCCESS!
One particular friend saw the value of a fractional CMO and wanted to go further using his recently qualified stimulus money. We were off to the races, building out Mailchimp email templates, tracking URLs, and links to websites and online purchasing. We were meeting monthly to discuss strategy and how to gain additional audience growth. We built more detailed remarketing campaigns, tied them to the online store so we could track sales.
We were spending $65/mo. to get $4,000 – 6,000 in trackable online sales!
Ok, so where is the fail part, right?
Federal stimulus money came to an expected end, and I believed that the software and systems I crafted together over the past 12 months could be run by the individual hourly staff that ran them under me. I set the client up with introductions and got the dialog between them flowing. I’m out of the picture, wishing my friend the best, knowing the people he’s working with have a great reputation for solid work.
BUT, that didn’t happen; the business is back to the old website that was slow and expensive to update and, in turn, disabled the highly profitable remarketing ads.
Why did this happen?! I overlooked just how valuable having someone that speaks geek and knows the ropes of what matters most to my friend’s organization.