Operations Consultant Evergreen Marketing Floww ~ Case study
The Boutique COO was founded to redefine what it means to be a successful entrepreneur, one operations project at a time. From clerical admin tasks to business strategy, their highly educated, local team of virtual assistants supports small business owners by handling all the tasks they'd rather not.
Why they reached out
Makena, the founder of The Boutique COO, wanted to build a marketing floww that would find new prospects & nurture the lead all the way to the point where they’d book a call with her.
Before working with Floww Agency, Makena had generated all new business from cold outbound email marketing (which she knew was not sustainable long-term).
The goal was to build a marketing engine that could consistently bring in leads at a customer acquisition cost (CAC) low enough for her to scale to grow the business.
Setting up a strong foundation
(to be able to scale up fast)
Customer research & marketing strategy
We conducted a detailed interview with Makena and spoke to her top customers to understand why people love working with TBC.
Using those insights, we developed a brand messaging strategy to position The Boutique COO as a high-quality, strategic alternative in the fast-growing virtual assistant industry. We also helped identify the 3 primary services and the primary offer to go to market with.
Keyword research & tactical decisions
Next, we researched each service (virtual assistant services, operations project implementation, financial consulting) in depth to determine what keywords and phrases prospects use to research & find them online.
Using that data, we then recommended:
Prioritized paid ad platforms to drive immediate results
Minimum ad budgets based on expected CPCs
Blog content calendar based on keyword competitiveness
Additional top-of-funnel offers to attract leads with less purchasing intent
Copywriting & build relevant content
Once aligned on the brand message & keywords, we wrote an extensive copy library for her brand to be able to launch online. We wrote copy for:
Website & paid ads landing pages
Social media & local listing profiles
Google, Facebook, and LinkedIn ad copy
Automated email sequences
Networking presentations
& other promotional materials
Paid ads optimizations we did
(to cut CAC in half in just 4 months)
Keyword research & ad group segmentation
We refined ad spend by regularly adding negative keywords after launching our initial campaigns based on keyword research. When we find a new keyword theme getting traffic, we build new ad groups to monitor lead quality & control our CPA. From competitor brands to specific virtual assistant tasks, we’re always testing new themes to lower the customer acquisition cost (CAC).
Offline conversion tracking & custom forms
To avoid having low-quality leads (people looking for a job vs. looking to hire a VA) limit our ability to tap into smart bidding, we implemented our conditional form floww to get immediate feedback on lead quality. We also implemented offline conversion tracking to trace lead status (MQL, SQL, customer) & revenue data back to the original Google Ads conversion for enhanced optimization.
Ongoing landing page & ad copy testing
Leveraging data insights from Google Ads and third-party tools (like HotJar and Unbounce), we’re constantly experimenting with new layouts and messaging tactics that drive quality leads. We also communicate closely with sales to ensure we address FAQs, objections, and concerns as early as possible in the sales funnel.
Some of our W’s
(a.k.a. WINS)
Doubled
total customers signed for the same ad spend, just 4 months apart
+44%
increase in lead quality after implementing our strategic form floww method
+401%
increase in conversion rate by building custom landing pages by ad group theme
“The thing I love the most about working with Floww - besides the awesome SEO and paid search results I've gotten - is how they're willing to do as much of the work themselves as you want, but they're also willing to really teach you along the way. I feel like I've been able to offload the parts of the process I am overwhelmed by or just don't have time for.
The breadth of things they can help with is SO impressive - they've optimized my website, managed my blog schedule, copyedited and branded presentation decks, and even made our email footers.
It's truly a treat to work with them, and I feel like my marketing is in truly expert hands..”
- Makena, Business Owner
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