Rita started by cleaning up the company's existing systems including Google Tag Manager, Google Analytics, and their Facebook Pixels. She uncovered several problems with those systems that The Life Coach School wasn't even aware of at the time.
Then she put new systems in place and documented them, including video walkthroughs, to keep things clean and moving forward correctly. She created spreadsheets and dashboards to provide the team with information at a glance that would help them actually apply all the information they were generating to make important decisions.
“The videos, especially, were helpful because we don't have the same knowledge she has about all of those things,” Kim says. “For her to actually click into the backend of Google Analytics and show us where things were was super helpful, and the systems setup, so going forward, we know how to do it correctly.”
After that, Rita built an initial Facebook ads sequence based on what she had seen work for companies in the past – but it quickly became clear that it wasn't working as well for The Life Coach School.
Kim says, “She wasn't afraid to scrap all of that work and start over. That was pretty inspiring that she's not just like set it and forget it. She's in our account daily. She has all these criteria, this red, yellow, green system where things have to meet certain metrics or she shuts the ad down or we re-evaluate to see which piece of it isn't working.”
Kim was especially impressed with the way Rita reassessed her approach and quickly devised a completely unique marketing campaign that works with their monthly sales cycles for their membership program, mimicking and following the sequence of emails that goes out each month, and creating a system that seamlessly combines the Facebook side and the email side.
“[Our previous ad agency] came in from the perspective of, ”˜I'm the expert, I know what to do and I'm going to do it,'” Kim says. “Rita came in with, ”˜You're the expert on your business and I want to understand why you're doing things the way you are.' That was really helpful.”