Before you spend another dollar on ads, you need to do your business math right. Download our Marketing Performance Indicators checklist to track the key metrics that accurately measure your marketing efforts.
Download the checklist here: https://www.tiereleven.com/mpi
Today’s case study is a perfect example of why such metrics matter more than your creative or targeting efforts. The client came to us with growth goals, though their business had been in decline for three years. About 60% of their revenue was coming from existing customers, but that segment was shrinking year over year.
Even with our top strategist, Ricardo Pouwels, deploying proven strategies, we weren't able to break through the tough competitive landscape. We shifted the budget from Google to Meta ads and focused on improving new customer acquisition metrics, but the client couldn't wait for the strategy to fully take effect.
You'll learn that marketing can't fix a fundamentally flawed business model. Tracking metrics like new customer acquisition cost (NCAC) can show progress even when overall revenue drops, but only with realistic expectations about recovery timelines that most businesses aren’t prepared to accept.
In This Episode:
- Meet Tier11’s growth strategist, Ricardo Pouwels
- Case study: Gardening niche client with a flawed business model
- Challenges with Google Shopping and price competitiveness
- How pricing issues contributed to the client’s decline
- Testing new strategies: Meta Ad budget adjustments
- What is the ideal timeframe for testing new marketing strategies?
- Managing client expectations while saving a struggling business
- Why a paid media strategy does not always work
- What’s the best way to turn around a declining seasonal business?
- Why didn’t we focus on email marketing to boost sales?
- How to tackle business challenges with paid media
Want to learn how to calculate your NCAC?
Listen to our previous episode on NCAC:
Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491
Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK
Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1
We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf
Connect with Ricardo Pouwels:
LinkedIn: https://nl.linkedin.com/in/ricardo-pouwels
Connect with Ralph...
Popular Podcasts
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.