1. Who is the client? What do they do?
GoFox, an electrical and plumbing franchise.
2. What was the main problem? Why wasn’t the old approach working?
They wanted to find more leads and revamp their website.
They hadn’t indexed their pages properly or put them in an SEO hierarchy. The site, too, wasn’t visually appealing.
3. What 3 principles guided your approach?
- Firstly, establishing customer cost acquisition is a benchmark from which we begin our work. Because you could pay a grand for a customer and only make a hundred bucks off that. Is it really worth it?
- Where does the business want to be in the next six months? What is the actual business goal? The goal for this business was to add 3 franchises within the next 6 months.
- And lastly, it is to investigate who actually has the bandwidth to execute this, or in this case, who’s actually going to sell to those franchises. So, it’s also establishing sales KPIs. What is their closing rate? What is the total number of conversions? If the metrics aren’t there, we helped create them.
4. What tools helped?
- Page Speed Insight, which is essentially Google’s tool, gives you a speed score for any website (useful information to have)
- Ahrefs, an SEO tracker, is used to check website ranking.
- Making sure your basic tracking infrastructure is set up is key to understanding analytics.
5. What steps did the team take for digital transformation?
- We optimized their website for both Google Search and generative AI searches for franchises & customers.
- We generated high-performing ad creatives explaining the GoFox Process to target potential franchises.
- We then ran ads using geo-targeting across Meta, Programmatic, and Google to capture new franchise owners.
6. How did you test/tweak/adapt along the way?
We tested 12 messages through ads to find top performers. Then, we doubled down on the data we got and built videos, reels, and landing pages around the best ones. This helped align client ideas with proven results.
7. What specific metrics improved? Did the customers respond to the transformation?
According to the GM of GoFox, Kate Dirkzwager, they had a “challenging time keeping up with the volume of leads that were being generated”. One of the franchisees also reached out with this message:
8. What would you do differently next time?
With something like GoFox, we were working with the head of the franchisor. As a business, we should have communicated more with the franchisees.
Professor Panoho in session: Test and retest. I always look at that. I think, people spray and pray when it comes to outcomes but always, test and measure.
