Repositioner—
Custom Coded Website Design, Digital Marketing

The Repositioning Expert offers marketing consulting services to medium and large businesses. They primarily specialize in B2B marketing. Their desire was to build a marketing hub of a website that could manage offers, blog posts, podcasts, media appearances, testimonials, service information and landing pages for courses which will later be advertised through PPC ads.

They had what I call… website shame. Their website looked like something out of the 90s, yet they still manage mid six-figures in profits mostly from in-person marketing. So they realized that renewing their website and boosting their online presence could very well bring their business to another level.

The Repositioning Expert has historically attracted much of their clients through speaking engagements and advertising at large business conferences. The businesses that hire them for marketing aid are not small potatoes -they have clients such as Johnnie Walker, and clients that sell to companies like BMW. After discussing the goals of their new online endevours, we determined that one of the primary objectives of their new website is to establish trust.

How do you build trust on a website? You do it through: Case studies, testimonials, videos, an active blog, a detailed ‘about page’, and so on. So that’s exactly what I did when producing their website.

Thankfully, The Repositoning Expert had plenty of content to work with that helps build trust (lots testimonials, plenty of new appearance videos, books, a blog that’s been active for year…). I leveraged everything they had and used it on their website.

“We gave our outdated website a much-needed makeover with the help of Sacha! The results were beyond impressive and recently helped us win over a big-ticket potential client who later admitted to being previously put-off by our old website and web presence. ” – Chala Dincoy, founder of The Repositioning Expert.

This is a nightmare scenario come true.

As mentioned before, The Repositioning Expert depended on business conferences and live events to attract big clients. All of that disappeared when lock-downs started. Their only choice was to move their marketing online (and that’s where I come in).

As The Repositioning Expert was looking to break into the online world and increase their online presence, part of their plan to do so was to develop promotional offers for online courses, such courses on niching in business. The plan was to develop these courses, produce landing pages, and to use PPC advertising to attract interest.

This is not a typical success story.

The Repositioning Expert initially chose Facebook PPC to advertise. After a series of bans from the platform, they decided to look elsewhere. We weren’t exactly sure what was causing the bans, but the content used in advertising was from the client, not my own. The advertisements were gaining interest and email sign-ups through the landing pages, but the bans put a stop to it.

Next up, Linkedin. Linkedin PPC ads and direct message advertising are much more targeted than Facebook ads, but almost always has a higher CPC (cost-per-click) and that was the case here. The Reposioning Expert managed to attract enough interest each time a webinar was launched through sign-ups generated on the landing pages, but the cost was too expensive and the ROIC, although positive, wasn’t quite where it had to be.

After testing Facebook and Linkedin ads, a completely different approach was taken. The Reposioning Expert is after all a specialist at B2B marketing, so a different tactic was attempted: hiring appointment setters overseas to message Linkedin prospects and offer a free video training and an invitation to a private B2B marketing Facebook group.

This worked wonders. The cost of the appointment setters were lower than the PPC ads, and more effective. Prospects were funneled into the free video training landing pages with a sign-up, and through the Facebook group where content is regularly shuffled their way. Any prospect who joined the Facebook group was offered to be a guest on a short 15 minute podcast, which led to a golden opportunity for 1 on 1 time with the prospect.

Wow. I learned a lot from working with The Reposioning Expert, and managed to get some metoring from them as well. This show that PPC advertising doesn’t work for all businesses, and often times there are more effective routes to take which require creativity. They never let up when they failed to get the results they hoped for, and had the grit to conitnue until just the right ROIC was achived through marketing efforts.

The website was a success. The landing pages too. The PPC efforts were effective, but not as much as we hoped. And in the end, strategy was the winner. Some businesses can succeed by throwing money at PPC ads, while others (especially businesses with high-ticket offers) need to be more creative.