Leverage Point Digital began in 2015 with the intent to capitalize on the rapidly increasing demand for digital marketing services. Don is a serial entrepreneur and wanted to find a way to create a company that could create truly world-class digital marketing, scale it and bring it to bear for strategic benefit to all parties.
“It seems everywhere we look, business owners are struggling with making the switch to online marketing. They’re often the last to adapt to new technology” says Don Schreffler, CEO of Leverage Point Digital.
As a result, many businesses get left behind. Some are even going out of business simply because they aren’t adapting to this new world of marketing. As the level of complexity required to succeed in digital marketing increased, the demand for the company’s products continued to increase.
One great example of how business owners aren’t taking advantage of online marketing is Google My Business (GMB), the Google Profile listing that any bricks-and-mortar business can have for free (typically represented by the “Maps Pack” that shows up under a Google Map in search results. By simply optimizing your GMB listing, getting some good reviews and reaching the top of the search results, it can have a MASSIVE effect on the number of new customers calling and/or coming into a business. Yet only around 35% of all business owners have even CLAIMED their GMB listing. “It’s crazy. It’s sad, and I am consistently amazed by the lack of attention to this powerful too.” says Don.
That’s why Don set out to build a powerful and effective team of true experts. The primary goal was to create a vehicle for using their extensive online marketing experience to focus on helping local business owners. The company focuses on 5 key areas:
Facebook Advertising: The sheer number of people who use Facebook (and Instagram, which is owned by Facebook) every single day – and the time they spend using it – is staggering. It’s unlike any other social media platform developed. And the Facebook Advertising platform is equally as impressive. “It’s the most advanced marketing platform developed in the history of mankind” says Schreffler. For finding your ‘ideal’ targeted customer, and putting a targeted message in front of them, nothing is more powerful than Facebook. However, because the ad platform is so complex, and constantly being updated, Facebook Advertising is absolutely something that should be left to professional Facebook Advertising Managers. Barry Nicholson. one of the company’s marketing strategists, is one of only approximately 22 people in the world certified as a DWM (Dominate Web Media) Certified Facebook Account Manager – this certification demonstrates superior skill with both Facebook Advertising and DWM’s proprietary strategies, tactics & methodologies.
Marketing Automation Setup & Management: : Marketing automation platforms such as Ontraport empower your company to automate critical follow-up tasks, so sales opportunities don’t fall through the cracks. Imagine the power of being able to automatically send a series of emails, text messages, postcards, Facebook Ad campaigns and other marketing collateral automatically to prospects, based on their online behavior – such as opening a form, clicking around on your website, or opening an email. This allows the company to develop marketing funnels, systems and scaled marketing tools, so as to maximize revenue, value and opportunity for their clients and collaborators.
And it doesn’t stop with marketing – sales automation automates the scheduling of tasks (such as outbound phone calls to follow-up) to salespeople so they can know which prospects are hottest and most likely ready to close. The result? Your salespeople spend more time closing hot prospects and wasting less time on cold leads. The downside with Marketing Automation – it’s complex to setup and maintain. Barry and his team have been implementing complex Marketing Automation campaigns for many clients for years. There’s no need to figure this out on your own. Hire professionals to set up and maintain your marketing automation, so you can focus on growing your business.
Modern Web Design: many businesses still have websites that are hopelessly out-of-date or, at best, marginally effective. Leverage Point Digital focuses on building websites for businesses that give a “wow” experience, but also generate leads for the business. Additionally, the skill set of optimizing a website for Google searches, known as “on-site” work, is also brought to bear in all website creative work as well.
Adwords Management: the company regularly uses Google Adwords, on both a stand-alone basis, but more typically, as part of an integrated marketing system. The Head of the Adwords department is a Google Premier Partner (about 3% of Google Partners have the additional title of “Premiere” as part of their designation).
Search Engine Optimization (SEO): a modern website won’t do a your business any good if it can’t be found. Search Engine Optimization is critical for any business that wants to be found online. As Certified Google City Ambassadors, we are committed to only doing “white hat” SEO that actually works. One of our strongest products is a deep and comprehensive understanding of LOCAL search engine optimization, and the company has built a well-deserved reputation as “Ninjas” in this regard.
Local Business SEO: the techniques required to drive web traffic to a local business are different than the techniques used by companies that specialize in SEO for national or international companies. Leverage Point Digital specializes in both Google My Business Optimization and SEO for local businesses.
Getting The Word Out with Public Speaking
In order to get the word out about their high-tech services, the company initially chose to use a decidedly “old school” approach: public speaking.
“In order to meet business owners where they are, we knew we had to meet them in an atmosphere where they were most comfortable. And nothing is quite as comfortable for a business than their local Chamber of Commerce. Businesses are distrusting of phone sales solicitations and cold-call salespeople, but they will pay attention to their Chambers of Commerce” says Schreffler.
Google’s Get Your Business Online (GYBO) program was a match made in heaven for the company. GYBO is a Google program that allows Chambers of Commerce to host “official” Google presentations for their members. As a Certified Google City Ambassador, Leverage Point Digital is now able to present 1-hour to 3-hour presentations on topics such as Claiming and Optimizing Your Google My Business Listing, Search Engine Optimization, How to Build a Google-Friendly Website, Google Analytics, Google Adwords and more. The presentations are purely educational.
“There’s no selling at the events of any kind” says Schreffler. “The no-selling approach may seem a little counter-intuitive for a for-profit business like ours. But we find that the consultative, relationship-building approach most effective for our company. Most of the business owners we talk to really appreciate the quality time we spend with them, explaining how all this online marketing stuff works. These are complicated topics, but they are critically important for local businesses to understand and implement what they learn in today’s online marketplace. You simply cannot afford to be behind the times in today’s high-tech world.“