In an industry known for adopting traditional marketing channels, the team had little concept of personas, had ‘internal processes’ instead of a customer journey, and no content. But they knew their customer and understood there was a critical need to educate the market.
Paid digital advertising encouraged business owners to 'buy a food control plan package' when many business owners did not understand they needed one, or how difficult it could be to create one themselves. How to target business owners was also a concern as paid advertising efforts to date had not produced a positive ROI.
Lead generation was not being utilised. FCP's website only showed buyer-ready 'contact us' forms with 5-data points required.
There was no lead nurture mechanism in place. Email marketing centred on reminders to ‘book a compliance package’ rather than educating leads as to what compliance was required, how to show compliance, what the challenges to getting compliant were, and how FCP could help.
Minimal thought had been applied to how the business could increase LTV of customers by introducing them to the benefits of their other products, including re-registration and food safety training services.