Navigating Business Growth: Insights After 16 Months of Digital Marketing Investment
As a small service-oriented business owner specializing in safety and fire protection consulting, I find myself reflecting on the financial metrics of my growth strategy 16 months into this journey. With one full-time employee already onboard and another set to start in just two months, I’ve invested significantly in digital marketing, contemplating if I’m on the right path to break even.
In January 2024, I partnered with a freelancer who manages our SEO, blog posts, video editing, and social media outreach. Our strategy includes various content forms, such as videos of me discussing relevant topics and a podcast. For additional emphasis, I’ve incorporated AI tools to enhance our content and imagery—though I sometimes worry about perceptions regarding the authenticity of this approach.
Initially, the results were encouraging, but upon reviewing the numbers lately due to some personal challenges, I’m left with mixed feelings. Here’s a snapshot of my findings:
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Website Traffic Surge: Our website was generating a mere 14 clicks per month, but now it’s impressive to see over 1,300 clicks and 60,000 impressions. However, a significant portion of this traffic stems from unrelated topics that don’t generate tangible business leads, such as affiliate links from obscure law changes in other countries.
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Social Media Growth: LinkedIn has seen a remarkable increase in followers, jumping from 100 to over 1,300, bringing in numerous impressions, yet it feels as though these numbers aren’t translating into actual sales or client Engagement.
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Other Platforms Struggling: Unfortunately, our presence on Instagram, YouTube, TikTok, and Facebook remains stagnant, with only about 100 new followers across these channels in the past 16 months.
In terms of investment, the financial commitment has raised some concerns. I’ve spent approximately €40,000 on my freelancer—about €2,500 a month including tax—and an additional €35,000 on website updates and maintenance to keep our digital presence fresh and appealing.
Despite these marketing efforts, the primary source of new clients continues to stem from traditional methods like networking and word of mouth. The new customers acquired through the website and organic Google searches have generated contracts worth around €38,000 annually, with a reliable retention rate.
Currently, I feel I might be overspending and wonder if it would be more efficient to refocus my strategy. Perhaps concentrating more on SEO and leveraging LinkedIn could foster growth at a