The client is behind when it comes to utilizing technology to automate parts or the whole of their business, especially the marketing. We're facing quite a few challenges, such as unifying their online presense and consolidating their (mulit-location) websites into one, putting in place a trackable system to obtain new leads and customers at scale, and putting in place automations to follow-up with missed opportunities, as well as follow-up with and upsell existing customers.

They are a successful business nonetheless, but nonthing they are doing as it relates to marketing is being tracked, and therefore we can't make detailed decisions on where to put the money and how to maximize their return. They're looking to expand and open another location and they want to be assured that if they open, they'd be able to fill it up with customers as soon as possible.

I began by setting up the Facebook ads conversions API gateway to ensure that we get the maximum amount of data that we need to optimize our campaigns. I installed the Facebook pixel onto their website using Google tag manager, as well as installing Google Analytics and I even created a Google ads account, set up a lead conversion on every point on their website where someone could either make a phone call or fill out a form to become a lead, and ran a very small $10/low budget branded campaign. This way, when we do begin to run Google ads fully, we already have some sort of data to leverage.

In addition to setting up the tracking so that the advertising channels get their data, I also utilized third-party marketing tools like Supermetrics to pull in Facebook ads data into a Google sheet, get live data of our campaigns into Google Sheets, and created a dashboard within sheets using my own formulas along with real-time marketing data so we would know the cost per lead, the revenue being generated, and how much we're spending versus how much we're making - all in real-time. This is the biggest part of this entire setup process because if we know how much we're getting out for every dollar we put in, then we can truly get a grasp on our business and scale at will.

After I set up the tracking, I went ahead and set up a very robust CRM that: integrates with Facebook ads; has built in e-mail & SMS automation features; you can call & text customers through the phone app or web interface; it integrates Google My Business for review automations; it integrates with Facebook messenger so you don't miss a message; etc. It is very robust, and was the perfect solution for keeping up with new customers and leveraging the SMS/phone capabilities because it logs and keeps track of every customer contact.

After we had that set up in place, which was not by any means a fast process because I had to figure out what kind of automations to implement, the kind of copy to use in the text messages and emails, and even training the client and their team. But after that was taken care of, and they understood the basics of what they needed to do to utilize the tool fully, the client and I had many discussions about what kind of offer we could promote and when we agreed upon one, I began run their Facebook Campaigns.

Because I had initially set up the tracking, I felt very comfortable running the Facebook ads because I would be able to know within an hour if we were performing well or not granted an hour isn't enough to know to make a proper decision on a campaign's performance, but the fact that we had that was very big because we can make decisions accurately based on real time data.