More Kiwi kids learning to swim each month and a 340x ROI
We help Fulton Swim School bring in, on average, an additional 100 kids through their swimming pools and lessons every month, helping so many more Kiwi kids learn the critical life lesson of swimming!
This is generating an awesome increase in capacity across their swim schools (almost maxed out) and is already helping them open more schools across the country! We bring them an average of 340x return on investment each month, alongside our Google Ads partners, Ladder & Co.
The story
Dan Fulton came to us at Team Empathy because he was disillusioned with his marketing partner at the time. He'd seen an ad of ours when he felt like he was throwing marbles up into the air and trying to aimlessly catch them, showing how random attempts at marketing, or throwing stuff at the wall and hoping it sticks, barely works.
Dan had previously spent loads of money in the hope that things would happen, without the follow-up of any real results, reporting, or relationship being built. He saw no ROI, and felt like he was being let down.
Since then, we're well on our way to maxing out capacity at each of their swim schools (now 6 schools across the country), and we're continuing to support their expansion goals! Fulton Swim School aims to have the largest swim school presence in the country, and we're helping make this dream come true.
What we did
We used our revolutionary 3 Key Growth Levers to rapidly build Fulton Swim School's organic online presence throughout the country. We also jumped in with Ladder & Co to support with Facebook and Google advertising, running effective campaigns to bring in new swimmers!
The results
100 new kids and $171,000 in lifetime value each month 🤯
Working with us, Fulton Swim School now sees 100 new kids on average signing up for swimming lessons every single month.
With an average lifetime value of $5,700, and with us being responsible for about 30 of these new swimmers per month, we're building $171,000 in lifetime value each month from our work alone!
The impact - what we've been able to create
Swimming lessons are critical in New Zealand. We have one of the worst records for swimming accidents and drownings in the world. We have many people coming to live here from countries that are landlocked, so it's a completely new world for them!
By helping thousands of Kiwi kids learn how to swim, we're making our country a safer and happier place. Not to mention being able to enjoy all of our beautiful creeks, lakes and oceans to go swimming in!
The strategy - our secret to unlocking SEO growth
You might be looking at these results and thinking to yourself, "Heck, this is pretty impressive and crazy to believe. How do you create results like this?"
When it comes to ranking on Google, there are actually just 3 Key Growth Levers, which when activated, create explosive organic growth. They drive hundreds or thousands more people to your website, increase your conversions, and scale all that impact you're creating. 🤯
Below, we're going to reveal exactly what these 3 Key Growth Levers are. These aren't crazy secrets or even big, technical and complicated things we've created to guarantee our results. They're just simple tactics that, when employed, always create amazing results.
Here they are, your 3 Key Growth Levers to unlocking explosive organic growth: Key Growth Lever #1 is Google Business Profile optimisation, Key Growth Lever #2 is website optimisation, and Key Growth Lever #3 is a content and backlink plan and implementation.
Looks simple, right? It should! Let us explain below how they're so impactful.
Google Business Profile optimisation
Google Business Profile is your ticket to dominating local search. In the SEO space, we call this local SEO, which essentially means ranking really well for your local city or area.
Google Business Profile is so important because it's Google's own business listing platform. You can list yourself on hundreds of directories, but if you haven't listed with Google, you don't exist. You won't show up on the map and you won't be able to generate reviews.
These are the two ways you get explosive, high-intent, organic traffic to your website: rank in the top 3 on the map pack, and have the most high-ranking reviews!
Website optimisation
Optimising a website means Google knows who you help, why you help them, how you help them, and what you do. How does Google know this? Google uses a bot and an algorithm (a fancy automated computer program) to crawl through your website and literally read everything.
Without getting into details, you need to have every piece of text, every header and every technical piece of SEO sorted, while also having fantastic website speed and engagement metrics (called Core Vitals) for both mobile and PC.
This process can take months to complete, and sometimes it's never completed properly. You need an expert to assess all of the pages of your website, analyse all the technical SEO, and look for any errors, speed issues and the like. There are decent tools out there that help with this. We use a mix of online tools and SEO expert knowledge to prepare an audit, then create a live Google Sheet from which we do all of our optimising work.
Content and backlink plan and implementation
To create consistent results, you need to show up consistently. Truth! The first two key levers focus on optimisation. This last key lever focuses on strategy and continuous execution.
Ranking at the top of Google requires building trust over time, while also building more trust and adding more value than your competitors. You do this by adding consistent backlinks (the actual number you need each month depends on competition, but you need to be consistent) and by consistently releasing content that is genuinely helpful, answering people's questions and solving their problems.
For Fulton Swim School, we add around 45 diverse, high-quality backlinks per month from a range of sources. We also release blogs on a regular basis that follow our content topic cluster planning document.
The Team Empathy difference - why we're loved! 💖
We go above and beyond the industry standard. Every month you receive a video report, strategic marketing advice from the team, and full transparency of our process. We give you access to your live doc where you can see all the work, including backlinks.
We genuinely care, and we operate from a place of core values, which is why we engage so much. Your mission is our mission. You can rest easy knowing we love you and your brand, and that we'll take care of you!
We run on a monthly subscription model, rather than the standard 6 or 12-month locked-in contract. We're here to create amazing relationships instead.
Want results like these for your business?
Want to see if these results would be possible for you too? Jump on a free Connect Call with one of our team, to see if your online presence has room for improvement and how exactly we'd unlock growth for your business!
Visit Fulton Swim School to see them in action.
Back to all work