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Client Story: Claricast
A Robust Process
“My ads aren’t performing as well as I hoped - does anyone have any advice?”
When you’re just starting out in business, marketing can feel like a bit of a gamble. Even if you have a clear picture of your ideal customer, how can you be certain where they’re actually spending their time? If you’ve not made a sale before, how do you know what questions customers will want to ask about it? And how do you know that the marketing activities you’re investing in aren’t going to be a total waste of money?
Three years ago, Joe Eftihiou, founder of Claricast, was in the early stages of his business journey. He was working on his business two days a week, helping businesses amplify their messages through podcast editing and production. His mission was to scale his business to a point where it was his full-time focus instead of his side project.
To get there, Joe had tried out a couple of marketing activities and was experimenting with pay-per-click advertising but he wasn’t really seeing the results he hoped for. His ads were attracting a few clients but they weren’t hugely profitable or loyal to his brand. Because of this, he was becoming frustrated and disheartened that managing his ads was taking up so much of his time and budget but he wasn’t seeing much of a return on his investment. He suspected that his brand lacked the focus it needed to resonate with his ideal audience, which made him wonder if a rebrand would make his services clearer and easier to market - shifting away from a personal brand to one that directly highlights his primary offering.
Joe posted about the challenges he was experiencing in a business owner's Facebook group and got chatting with Ros. This was when he realised, “it wasn’t just about making my ads better; I had to completely rethink the way I was marketing my business and who my ideal client was. So, I took her course, and from there, it opened my eyes.”
The Solution
With limited funds, Joe wanted to ensure that every marketing investment he made would deliver a return. To start, he joined the Marketing Machine Programme, where, with guidance from Ros, he crafted a tailored strategy for Claricast. This strategy focused on clarifying his value proposition, defining his ideal customer, and mapping out the customer journey. Through this process, Joe also identified that pay-per-click advertising wasn’t the most cost-effective avenue for Claricast, as he hadn’t mapped out a clear next step for his customers.
“At the time, [The Marketing Machine Programme] helped me get much more clear on who I was targeting as an ideal client,” Joe reflected. “It made my whole process more robust and gave me new ideas to augment my existing marketing efforts, helping me book more calls.”
With a focused strategy and a 90-day action plan, Joe was invited to join the Marketing Machine Membership - a community of business owners who had all gone through the Marketing Machine process and wanted ongoing support for continual marketing growth. This group of like-minded business owners provided Joe with regular guidance, accountability, and momentum to execute his strategy month after month.
Additionally, he had frequent check-ins with Katie, who offered support in implementing his strategy, refining his LinkedIn outreach, and planning content. These sessions were instrumental in helping him stay on track and adapt his marketing approach as needed.
The Results
Since implementing these processes, Joe’s business has flourished and become his full-time focus. With a steady pipeline of new clients and a library of content to support them through their buyer journey, Claricast is thriving. Joe now has both the client base and the confidence in his marketing strategy to maintain momentum while focusing on delivering exceptional results for his clients.
Here’s Joe’s advice to anyone considering strategic marketing support: “If you feel lost with your marketing, think you know what to do but aren’t seeing results, or just need someone to discuss your strategy with, it's definitely worth speaking with Ros and Katie to see if they can help.”
Reflecting on his journey, Joe shared, “I’d say just be open to getting help. A lot of people at this stage wonder, ‘Is it going to be worth it?’ Working with Ros and the other members, I realised that accessing help and learning from others accelerated my business growth much faster.”
