How a Simple Marketing System Helped One Business Grow Despite a 21% Drop in Search Traffic
I was working on a quarterly update for a client the other day, and the numbers were not looking good. New Users on their website were down 18%, organic search traffic was down 21%, and Facebook reach was down dramatically – so many important marketing metrics were not looking good.
And my head was spinning.
I stopped myself and started to breathe. I’ve been doing this for close to twenty years now. I’m good at what I do, and panicking doesn’t help.
As I started to search for answers to these problematic metrics, I remembered:
- Google’s March 2024 algorithm update is still impacting small biz rankings
- AI overviews are delivering answers before users ever click to your site
- Facebook’s latest shift means less reach unless you pay or post in groups
There are so many changes happening in the world of marketing right now. (When ISN’T THERE change happening in marketing???) But we are all talking about a monumental shift because of AI.
And that’s when I remembered why I don’t panic anymore – I rely on a system. One that doesn’t live or die by a single platform or trend.
Because when I got to the bottom-line metrics, I saw that their lead growth was UP 45% and their client acquisition was UP 71% from the previous quarter! So, in spite of some significant challenges in the world of Google and Facebook, things were still okay.
The marketing system I use is based on the Duct Tape Marketing philosophy of John Jantsch, and it’s been effective for thousands of small businesses for 30 years now. It’s a system that has stood the test of time and establishes:
- A website that builds trust
- A content platform
- Search Engine Optimization (and now AEO – AI Optimization)
- Social Media Engagement
- Reputation Management
- Email Marketing
- Pay-per-click Advertising
Because you don’t want your marketing to be dependent on one channel or tactic that is out of your control.
Who could have predicted just a few years ago that website traffic would drop so dramatically because of AI??? (Maybe the AI people, but the rest of us were too busy doing our day jobs to pay much attention.)
If you’re relying on one or two marketing tactics to carry your entire business, that’s a stressful way to operate – and you don’t need more stress in your life!
When you install a system – one that touches many different strategies and tactics – you’re no longer at the mercy of unexpected changes. Website traffic might dip, a platform might go dark, or an email provider might disappear overnight. But your business keeps moving, because your marketing isn’t built on a single shaky pillar.
If you’re struggling with unreliable lead flow, underperforming tactics, or clients who just aren’t the right fit, we can help. For nearly 20 years, we’ve helped small firms – especially attorneys and professional service providers – build systems that support growth, trust, and free up your time.
Reach out for a no-pressure conversation. We’d love to hear what’s going on with your practice and explore whether our approach might be right for you! Just head to our Contact Us page.