Featured Listing: 6-year-old, Award-Winning Digital Marketing Business

About the business

Tell us a little about yourself. What’s your background? How did you start the business?

I am originally from Italy and I live in Ireland since 2008. I have worked in the digital marketing industry since 2006.

After covering several roles in agency, corporate, and startup business environments, I decided to launch my own company in 2016.

Moving from a highly-paid role as a Director, EMEA in a US startup to launching an unknown business was a huge leap of faith I took at the time.

I am happy with what I have learned throughout these years. I feel I have grown mostly as a person and the business has progressed with me.

I feel it’s also the right time for me to move on and focus on something else.

What can you tell us about your Customer Lifetime Value (CLV) and Customer Acquisition Cost (CAC)

CLV varies depending on the type of project and business model. For one-off projects like website development, the CLV ranges between €2,500 – €10,000. For monthly plans, the average project lasts for about a year and generates between €20,000 – €30,000. As far as CAC, the only cost is the commission to a sales partner I work with. The current agreement is 25% monthly on gross revenue generated from projects he brought in.

How have you marketed the product and where are your customers originating from?

The majority of business is through inbound marketing and through word of mouth. I have barely done any outbound marketing. The majority of projects are from Ireland but I have worked on projects globally including USA, India, Italy, the United Kingdom, and Sri Lanka

Is the asset on your listing owner-operated, how much time does it take to run the business, who else is needed on the team, and what is automated?

TIME COMMITMENT

This has been a full-time job for me so far but the time commitment depends on the level of involvement of the new owner and on how many services are going to be outsourced.

Personally, I would expect the following scenarios in terms of time commitment:

If you outsource all the services: 5-10 hours/week OR
If you outsource part of the services: 10 – 20 hours/week OR
If no services are outsourced: 20 – 40 hours/week
TASKS

The task depends on the area of expertise. For example, SEO tasks are different from Social Media tasks, etc.

The following is a list of tasks that the new owner will be doing. They are tentatively being put in chronological order:

Drafting of proposal & agreement
Drafting of the strategy with goals and objectives
Onboarding of clients
Outsourcing the service OR starting the in-house work
If outsourcing, liaising with the vendor via email/phone
Updating the client on progress via email and/or phone
Monthly reporting and call
Billing
DOCUMENTATION

The majority of tasks are well documented in our internal wiki via getguru.com

What does someone need to do to continue operating the business in its current form?

It’s mostly about becoming familiar with the tasks and workflow. I am also happy to mentor the new owner in the role for up to three months, working daily on a part-time basis.

Growing the business

Can you list a few opportunities for a potential new owner to continue growing the business?

White Label Partnerships – A number of web development agencies don’t offer SEO and are looking for a reliable partner

Guest posts and sponsorships – This could potentially generate €1,500 or more per month

Online Advertising – I haven’t done any Google Ads or Social Media Marketing for the company in ages. All the business has come organically, through my sales partner, or from word of mouth. The category ‘advertising’ under the monthly expenses is mostly related to application fees from the various competition and awards. With a proper online advertising strategy, the new owner should be able to increase revenue fairly quick

SEO – The website ranks very well for a number of highly competitive keywords. Having said that, I believe there is definitely room for improvement, especially on keywords like ‘web design agency’ or ‘web development agency’

Social Media – I have never put much effort into growing an online audience on social media. Currently, the content for the Increasingly Instagram, Facebook, and Twitter is outsourced If done properly, this could be another great source of revenue, especially on LinkedIn, which is a platform I really haven’t spent much time on

Local Grants – Depending on the location of your audience, I would certainly recommend working with your clients on availing of the many grants from the local government. In Ireland for example, I have had many clients coming through the Trading Online Voucher scheme from the Local Enterprise Office and the Digitalisation grant from Enterprise Ireland. One article I wrote, ‘Trading Online Voucher: the Easy and Complete Guide for 2022’ ranks on Google’s first page for ‘trading online vouchers’

Affiliate Marketing – Increasingly partners with a number of companies including Canva, Adobe, Shopify, etc. I have never really pushed this side of the business but the new owner could certainly use some of the top-ranking articles for affiliate marketing (eg Increasingly ranks in Google’s top 3 positions for a number of Shopify-related keywords)

What has been the evolution of this asset since its launch?

Increasily was created in November 2016 as a digital strategy agency with the mission of filling the gap between strategy and execution in digital marketing.

Throughout the years, I have had the opportunity to learn more about what really set the company apart from the competition and I have recently repositioned it as an H2H, Human-to-Human digital marketing agency whose missing is building online connections between brands and individuals.

The core values of the company are:

Equality and Honesty
Hypertransparency
Personalization

From a business perspective, H2H marketing is a niche that has a gigantic untapped potential

How does this business make money? What are the current revenue streams?

MONETIZATION

Services – The business makes money primarily by selling services:

SEO
Online Advertising / Google Ads Management
Social Media Marketing / Management
Web Maintenance
Web Design / Development

Guest Posts / Links – Recently (March 2022), I have started selling guest posts, links, and banner space on the website.

Potentially, this could bring an additional €1,500-€2,000 net revenue/month, if developed correctly through partnerships.

Advertising – Even more recently, I have set up advertising (Adsense) on the website.

It’s not making much (less than €100 a month) because I don’t want to fill up the website with ads but the new owner might have different ideas.

BUSINESS MODEL

Monthly retainer for SEO, Online Advertising, Web Maintenance, and Social Media plans
Project-based for Web Design / Development
One-off for guest posts, links, or sponsorships

What marketing channels are most profitable for the business?

Inbound Marketing

How does the business currently acquire customers and what is your breakdown for marketing costs?

Mostly organically through inbound marketing, and through a sales partner in exchange for a commission. There are no advertising campaigns currently running

How big is your current team? How many people does it take to run this business?

1 part-time VA / Account Manager directly employed by Increasingly and 1 external sales partner. Everything else is being outsourced or done inhouse by me

What’s the reason for selling your business on Flippa?

I have three e-commerce projects that are taking most of my time and want to focus on these in the near future.

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