In the beginning…

There is always a happy twist of fate we can point to and say, that is when it all started..

When I was just starting my online agency, one of my first clients was my family’s local mechanic.

Gary was a Volvo whisperer. He had worked for decades as a senior dealer technician. He was trained in Sweden at Volvo headquaters.

Along the way, he decided he’d like some equity in his own work and he started his business.

My mother was a long time Volvo fan and Gary was her go to expert. She followed him, as many other loyal customers, away from the dealer into his new business.

This is how I came to know Gary, his business, and his family. My wife and I inherieted one of my mom’s old Volvos and subsequently her mechanic.

The only problem was, this old Volvo needed A LOT of work. In fact, more than I could afford at the time given that I too was just starting my business.

I knew Gary advertised in the local mailer, but I knew he didn’t have a website. So I proposed to trade the work on the car for a website. I fugured it couldn’t hurt to ask.

Low and behold, he went for it. I designed their first website. 

 

The Problem

Even though he had a healthy following of customers that followed him from the dealer, there were still some days, even some slow weeks and months. 

Just being in the local YP directories, mailers, and circulars wasn’t producing consistent growth.

He was at the stage of business where he had really purchased himself a job, and a risky job at that. 

What he and every business owner wants is to have a healthy, thriving, growing business – the kind that grows wealth. 

He new high tech automotive repair work, but he didn’t know much about marketing and advertising. 

One pearl of wisdom he gained from his old boss at the dealer, was to NEVER STOP ADVERTISING. ALWAYS BE ADVERTISING. 

The problem was his budget was nothing like a dealer’s budget. 

Gary did buy advertising… consistently! And yet the ups and downs persisted.

His budget wasn’t big enough to make an impact. He needed to do more with his existing budget. 

The First Solution

No one wants a website!

They think they NEED one, but they’re pretty sure they don’t WANT one. It’s the digital equivalent of the business card and the brochure. No one gets TOO excited by them (except designers) but it stinks as a business owner when you don’t have them.

On the other hand, every business owner on the face of the Earth WANTS MORE Profitable Sales.

Websites don’t do much if no one sees or finds them. And there’s the next pitfall along the digital marketing journy… TRAFFIC!

You have to get a bunch of qualified prospects to find and use your website if you want any chance of converting them to new customers, clients, sales.

Back then this meant Google! You could get their traffic for free with SEO or paid with PPC. If you got your organic website link on the first page of popular, high traffic searches, you won free high quality traffic.

And with Google’s aquisition of YouTube, Google was pushing video results above almost everything else.

I was able to get Gary nearly the first whole page of results for “bmw repair cityname”. Almost every search result on page one was his website or one of his videos that I made for him.

 

Success!… While it lasted

 

But things don’t stand still for long online.

Too many people were manipulating Google’s search results and they effectively eliminated this kind of domination over the course of a few years.

 

Adaptation

For a while, our best avenue were limited to Google Adwords and Google Maps. 

Then I met a consultant who was moonlighting from his day job at Facebook as a Marketing Consultant for Fortune 500 clients. He showed me how he used the Facebook platform to achieve the marketing objectives for clients like the USPS, Victoria Secret, and Stamps.com.

I had tried Facebook before, but the strategies I had learned in the Google universe always fell flat. When I adapted the strategies this consultant showed me (direct from Facebook HQ) my results exploded.

I started telling all my clients including Gary, and his son Scot, about what was possible at Facebook. They were skeptical to say the least. 

After the first six months, they were averaging 40% more in monthly sales than before they started using Facebook.

 

The Sky is the Limit

There is always a happy twist of fate we can point to and say, that is when it all started..

When I was just starting my online agency, one of my first clients was my family’s local mechanic.

Gary was a Volvo whisperer. He had worked for decades as a senior dealer technician. He was trained in Sweden at Volvo headquaters.

Along the way, he decided he’d like some equity in his own work and he started his business.

My mother was a long time Volvo fan and Gary was her go to expert. She followed him, as many other loyal customers, away from the dealer into his new business.

This is how I came to know Gary, his business, and his family. My wife and I inherieted one of my mom’s old Volvos and subsequently her mechanic.

The only problem was, this old Volvo needed A LOT of work. In fact, more than I could afford at the time given that I too was just starting my business.

I knew Gary advertised in the local mailer, but I knew he didn’t have a website. So I proposed to trade the work on the car for a website. I fugured it couldn’t hurt to ask.

Low and behold, he went for it. I designed their first website.