Internet Marketing in Italy – A Case Study
Learn how I helped a tour business in Italy QUICKLY scale their customer leads with a simple digital marketing campaign.
A few years ago, I worked with Laura from “Digging up Roots in the Boot.” She’s an American woman living in Calabria who performs family document research, and conducts heritage tours for the descendants of Italian immigrants from the U.S., Canada, and Australia. When I met her, she was doing a pretty good job establishing a name for herself via word of mouth. And that was fine, but as we all know, these days information travels at the velocity of high-speed Internet.
I was glad that Laura had such a good business model in place, which was key, because nothing helps a bad business fail faster than effective marketing. Put another way, some people (falsely) believe that you can sell anything if you just market it well.
So with Laura, there were no issues with the quality of her services—she’s top notch all the way. But there were a few challenges in getting her message heard beyond the reach of her own voice.
Some of the challenges that we faced:
Internet Marketing in Italy – the Results
Laura’s website took off almost immediately. Just 11 days after the official launch, she was getting over 1,600 hits per day to her site. People started emailing her left and right—so much so she was overwhelmed. Here’s an exact quote from what she wrote to me:
“OMG!!!!!!!! Rick, I can’t keep up! As I am responding to 1 email, 3 more come in. I have responded to over 50 since yesterday and have another 20 in the queue. They are coming in around the clock from the USA, Canada and Australia.”
Owner, Digging Up Roots in the Boot
Before creating her website, social profiles, and email list, she wasn’t getting that many inquiries in a month—not even in two months! Needless to say, she’ll now be bringing in as many leads as she can handle.
I’m grateful for the opportunity to have worked with Laura. She was the perfect client; she knows her business and her “ideal” customer; she’s flexible and open to creative suggestions; and she realizes that having a professional platform is only half of the job—the other half requires active participation by her, the business owner.
Together, the end result was exactly what we had both hoped to achieve.
So if you believe that your business activity could benefit from the same type of online success, please get in touch with me. The initial consultation is always free, and I’d be happy to give you my insights on your current digital marketing efforts. Ciao!