How Superwarm increased Their Close by 112% & Increased Customer Trust

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Full steam ahead

For the first five or six months, and as I’d predicted, not a lot happened with John’s inbound marketing campaign.

In this time, I knew I needed to find some way to grab some low-hanging fruit that meant he’d benefit from more leads and sales while he waited for our inbound efforts to mature.

Because John had been managing his own PPC campaign, it was agreed from the start that I’d take over his PPC account for him, and manage it using my own marketing expertise.

 His leads soon increased dramatically, and because of such promising results, around month five John decided to double his PPC budget.

However, around the same time, the amount of leads and sales John was receiving from inbound marketing started to snowball, increasing month after month.

The number of sales from customers who had come in from search engines just got bigger and bigger, while the percentage of his PPC leads was gradually decreasing.

You see, PPC is like renting a house, whereas inbound marketing is more like buying.

When you create quality content, you’re creating marketing assets with compound interest, which builds on top of itself month after month.

A blog post can get you leads for the next 10 years, whereas PPC is simply gone as soon as you turn it off. Luckily, John understood that, and as he saw the numbers grow, his confidence in inbound marketing increased.

He had developed quite a rapport with our content manager and writer, and he knew the formula worked.

After all, when he started he was only getting roughly 1,000 visits to his website per month; we were now at over 24,000 (as of 24th May 2108 traffic is at 240,000 a month)

At this point, we sat down together and had a meeting about our next steps.

 I wanted to set some SMART goals, and with the data behind us to help understand what people did when visiting his website, and the conversion rates we now had, we understood how we could increase John’s revenue to a million and a half.

By presenting all the data to him, and telling him the promising news that we’d already managed to increased his business by 187% at this point, getting John to agree to double his inbound marketing budget wasn’t really much of a hard sell.

After all, when he started he was only getting roughly 1,000 visits to his website per month; we were now at over 24,000 (as of 24th May 2108 traffic is at 240,000 a month). John was probably the most visited heating engineer website in the UK, and fast becoming the biggest authority in that industry because he was doing what no-one else was.

He was actually starting to see this reflected in his day-to-day interactions with customers. For example, he’d often show up at someone’s door and they’d already feel like they knew him and trusted him.

Not only that, but they were armed with all of the information they needed, and were pretty much ready to just buy a boiler.

I remember him telling me the story of when a customer wanted a twin- flue installed, and was quoted £10,000 by British Gas.

However, he’d read John’s blog post about Baxi’s twin-flues, and the relevant boiler review, and decided to call Superwarm.

He actually thought it was some massive international company, not a local boiler installer.

John quoted a much more reasonable price of around £3,645 and instantly won the job.

In fact, he was now spending a lot less time on quotes in general, as he had a guide to send his customers before a visit that detailed exactly what to expect beforehand from his services, so he didn’t have to answer as many questions.

It meant he was in and out of jobs in no time, as customers were more or less ready to buy and were a lot warmer, having felt like they knew him already.

By December, John felt so confident in the results he was seeing from inbound, that he was finally able to turn off his PPC campaign for the first time in years.

I know from experience that sticking to a solid strategy, and believing in it - no matter how tough things get - is the only way you’re going to see results, and I was confident throughout the process that Superwarm’s efforts were going to pay off.

Hurdles along the way

Just like anything worth doing, there are always going to be challenges along the way. In the beginning, one of the biggest challenges for most of my clients is fear, and John was no different.

Fear that his investment wasn’t going to pay off, and that the process would have been a waste of time.

Like I mentioned before, one of the most important things for me to do at the start of any inbound campaign is to manage clients’ expectations, as I know this can go a long way to alleviating any fear and anxiety they might have.

In fact, that’s why I’ve written a blog post about exactly what to expect from inbound in the first six months.

Getting John over that initial five or six month hurdle was a slow process, and especially from his side, it felt like crawling through mud.

He was worried that leads weren’t coming in, that he wasn’t getting enough sales, and although I’d told him what to expect, he still had that fear.

That’s why I did what I could early on to grab some low hanging fruit and get better results from John’s PPC campaign. But no matter how difficult things felt, we always stuck to the plan.

This is so important, because as soon as you deviate from your strategy, you won’t see those long- awaited results you’ve been hoping for.

I know from experience that sticking to a solid strategy, and believing in it - no matter how tough things get - is the only way you’re going to see results, and I was confident throughout the process that Superwarm’s efforts were going to pay off.

Another big challenge was that John is a very busy man, running a small team of heating engineers that install and service boilers all over Edinburgh.

This meant that he didn’t always have the time to contribute to content as much as he liked, as he would be called to an emergency or a customer who needed a new boiler right away.

As John’s inbound marketing really began to take off, meeting deadlines became more of a challenge, as he was getting so many new customers that he couldn’t always keep meetings.

Something had to give, so we worked closely with him to change the way we produced content, so he could contribute more in his own time.

You see, the secret sauce that goes into creating Superwarm’s content is John’s industry expertise and knowledge, along with a talented writer to put it all together.

It was a bit of a dream team, although it did mean conducting interviews to get all the information we needed to make the content shine.

So, to make life easier, we not only started sending John the interview questions at least a week in advance, we also gave him the opportunity to write down his answers in his own time - so he could fit it in around his busy schedule.

And you know what? It worked. I’m not going to lie and say that John achieved his success without any hard work; the reason he’s so successful is that he can and does put the work in.

Sure, it’s only a couple of hours a week, and that may not seem like a lot, but when you’ve got a business to run and very little time, it can feel nigh-on impossible to meet deadlines. If that happens and you start to struggle, you will lose momentum, and that’s when things can fall apart.

Luckily, in those times, we made the necessary adjustments and kept on swimming.

When hard work pays off

In my years as an inbound marketer, I know there’s nothing ever as satisfying as seeing all that hard work and effort pay off.


I knew that as one of my best clients, and from all that hard graft, John deserved to see amazing results, and so I was over the moon when our inbound efforts finally came together.

The biggest reason I believe that inbound marketing worked so well for Superwarm is that John believed wholeheartedly in the process.


He put a lot of faith in inbound - and in us - and was able to work with us here at Stargazer every step of the way, instead of trying to pull us in different directions.

I’ve found that companies who are ready to listen, trust, and put in the time and effort are the ones who see the most success, and John is a prime example of that.

But hey, that’s enough of that. I’m sure you want to hear some of the actual results now, don’t you?

Well, as of now, we’ve managed to increase John’s sales by a remarkable 200%.

John’s website traffic from month one, back in September 2014, was just 1,302 visits. Fast forward to February 2016 and he’s getting 24,406 per month - and that’s still increasing.

We’re now aiming for 100,000. ( we are now over 240,000 in 2018).

In September 2014, John was getting around 12 leads per month. Now, in February 2016, that’s reached 123 monthly leads and counting.

You may be thinking, website visitors and leads may be impressive, but as you know, that only tells part of the story.

Want to what’s even more remarkable? John is now closing 75% of his business.

However, we’re not going to stop there. We’re continually setting new goals with Superwarm and working towards them the best way we can - there’s also plans to introduce a new


customer centric web design into the equation, so the possibilities in future could be limitless!

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