Results that drive revenue
Fire & Ice began its They Ask, You Answer journey in the spring of 2020 — just as the pandemic was beginning to upend life as everyone knew it.
By committing to the framework and using IMPACT as a guide, the team was able to produce staggering results.
Traffic increased tenfold, with local traffic more than doubling.
But it wasn’t just traffic. That traffic was driving revenue.
In the last six months, more than $400K in sales came from visitors who first found Fire & Ice by landing on one of the team’s helpful blog articles. That number is more than 10 times what it was in the entire calendar year of 2020.
Since going all-in on They Ask, You Answer, Fire & Ice can trace more than $1 million in revenue directly to organic sources.
Like Mark’s initial traffic goal, the team keeps setting goals and surpassing them. And as exciting as the growth is, what’s even more powerful to see is the cultural shift, which has sent ripples through the entire company.
A commitment to customer education, no matter the medium
Fire & Ice doesn’t just sell to inbound leads. The company still runs radio, TV spots, and billboards, as well as paid ads on search and social.
But even these traditional outbound marketing tactics are informed by They Ask, You Answer. No longer does the company offer free gift with purchase or other gimmicks, which diminish the value they provide.
“Our display ads are not always talking about the latest deal or buy one get one,” says Mark, which he sees as a race to the bottom. “Instead, we’ll say ‘Find out how much an air conditioner costs’ or ‘Find out what a furnace costs’ — and then we’ll link to our pricing guide.”
The goal with any ad, he says, is to educate. “In the ad, we offer a direct link to start learning.”
A long-term vision, and the plan to get there
As recently as the spring of 2020, Fire & Ice did not have a single team member focused on marketing.
Today, the marketing team is six strong, including Mark, who serves as marketing manager. Under him are a content writer, a two-person video team, a marketing coordinator who specializes in graphic design, and a specialist focusing on social media.
And the company has grown to keep up with all the demand generated by its They Ask, You Answer efforts.
No longer is Fire & Ice that small, scrappy company with just a half-dozen employees. Today, the team is nearly 10 times that size, with a headcount that hovers around 50. Traffic keeps climbing, sales keep increasing, and revenue continues to go up.
Today, Fire & Ice has graduated from IMPACT’s services. It’s fully self-sustained with a brilliant in-house marketing team that can handle any challenges that come its way.
But the team has no intention of slowing down.
“You have to keep your foot on the gas,” says Cynthia. “You really do.”
At the rate they’re going, we can all expect even bigger success from the team at Fire & Ice in the future.