In an interesting twist, our guest – who owns a marketing company – had great success and then closed her center. Heather Lawson Bradfield of Totum Advising Group also co-owned a float center in Florida until her business partner had a major accident and the pandemic hit.
Heather used her background in marketing to run successful ads and local campaigns. She shares her high-level strategies for measuring the success – or lack thereof – of each campaign, as well as some tools she used to create connections with local business owners. Local partnerships didn’t pan out, but digital marketing was very successful. She talks about how to use a traditional sales funnel (cold leads, lukewarm leads, to hot leads) to target and retarget new guests and why you shouldn’t direct new leads to your website.
One of the most important things Heather shares is how to have a plan and to check your success if you’re doing it yourself, and know when to hire a pro to help you. She even drops a cost-per-click rate that you’ll want to watch!