Marketing Consultants Show How to Grow Sales, Patients, and Customers

Consultants by definition provide expert advice, education, training, support, and/or connections to resources in exchange for a fee.

Constants 15 diverse


Notice that the definition of a consultant does not include “selling.” Digital marketing consultants do not sell online marketing products and services like search engine optimization (SEO), Google pay-per-click advertising (PPC), website design and development, reputation management, retargeting, social engagement, mobile application development, or any online advertising.


Expert marketing consultants show you how to align your marketing with your organizational goals. They’ll show you how to identity, measure, and get better at optimizing your key business drivers like your new customer or patient acquisition cost, or your number of new website leads.


Many digital marketing agencies, vendors, and companies try to position their sales people as consultants.



Don't be fooled


In truth, employees of most agencies and internet marketing service providers are sales people. Their goal is to sell you specific advertising and marketing services that their company provides, and they are paid commissions based on what you purchase.


An expert marketing consultant will be paid by the hour, month, or project. They will charge you a fee for services that include; marketing and business plans, brand development, lead generation, competitive research and analysis, customer research and analysis, market research and analysis, product or service research and analysis, project management, vendor screening, etc. They will educate you on the benefits and risks, advise you about priorities and choices, and they will conduct regular marketing performance reviews. The best marketing consultants will help you build a foundation that will let you measure and optimize your performance throughout your customer’s buying cycle over time.


Your marketing foundation should be built on #4 key concepts. They are;


  1. Understanding your top customer types, and their buying behaviors.
  2. Giving your top customers what they want, when they want it, and how they want it.
  3. Developing measurement metrics and collecting data that shows how well you are accomplishing what you must do to be successful.
  4. Optimizing your marketing performance based on your performance results.




  1. You don’t know what your top customer groups want, and how to influence them to buy from you.


  1. You don’t know your new customer acquisition costs.


  1. You can’t measure the return on investment from each of your marketing and advertising investments.


  1. You have a limited marketing budget to drive sales, or accomplish your goals, and your not sure how to be effective.


  1. You feel like your marketing is an expense instead of a profit center.


If you feel like any of the reasons above fits you, a good marketing consultant will help you align your marketing with your organizational goals, they will help you develop performance metrics to measure and optimize you marketing performance, and they will share their guidance, resources, and knowledge to help you accomplish your goals.


Never purchase marketing from anyone, or any company that has not asked you first about your business goals, how you will measure performance, and what your expectations are. If they don’t know the answers to those basic marketing questions, they can’t possibly understand your challenges, or know if they truly have a service that helps your organization succeed.


Denver, Colorado based URWA Consulting has helped more than two hundred businesses and organizations understand and improve their online marketing. The company’s Managing Partners have more than 50 years of combined marketing, business development, sales, and engineering experience. To guaranteed performance URWA Consulting works on a month-to-month retainer; beginning at less than $500 per month.


For more help;


Website & LiveChat:

Call: (303) 562-4744


Mapping Customer Buying Cycles Ensures that Marketing Increases Sales

By Warren Kolber

Mapping customer buying cycles is simply an illustration or outline of the steps that your best customers go through to find, evaluate, and transact business with your company. Once completed, the map shows you how to influence, engage, and convert active buyers of your product or service into customers.

The longer your customers buying cycle, the more the sources that they will use to gather information will include digital resources like Google, websites, online reviews, information, video, maps, directories, mobile applications, pictures, and more. Throughout the entire cycle you can measure your effectiveness at attracting, engaging, and converting active buyers into customers. Using your actual performance information, you can optimize any part of your marketing, and start generating better returns.

It’s Easy to Get started

Step 1: Take the time to identify your best customer types. 

They are typically your highest revenue, highest profit, repeat, best referral source customers, clients, or patients. Once you know who your best customers are, you can optimize your marketing by making it easy for them to get what they want throughout each stage of their buying cycle. If you’re not sure how to identify your best customer types, follow the steps in the article “The Simple Steps to Identify Your Most Valuable Customer Types.”

Step 2: You map your best customers’ buying cycle by writing down what happens during each stage of their buying journey.

Use the “Buying Cycle Stages” image below to help you understand what happens during each stage of your customer’s buying cycle.

 Image of Buying Cycle Stages

Image 1: Buying Cycle Stages

By the end of this step you want to have learned;

  • Who your best customers are?
  • How they found you?
  • What steps they took before they found you?
  • What they did after they found you, but before they decided to buy from you?
  • How much time did they take from the time that they decided they wanted you product or service until the time that they transacted business.
  • Why they chose you?


Step 3: Now that you have a good understanding of your top customers, list each stage of the buying cycle; awareness, consideration, and purchase for the top customer type that you identified in Step 1.

Step 4: List as many actions, motivations, questions, and barriers that are likely to occur during each stage of the customer’s buying cycle.

  • This should include outlining the sources that the typical customer uses to find and access the information, benefits, and services that they want?


Step 4 Key Points:

  • Actions include what customers do during each stage. What actions are they taking to move themselves to the next stage?
  • Motivations include why the customer is motivated to go to the next stage? Why do they care?
  • Questions uncover the uncertainties and issues that might be preventing the customer from moving to the next stage?
  • Barriers include anything that adds additional processes, costs, structural hurdles, or obstacles that might keep customers from moving to the next stage?
  • Goals identify your customers’ goals at each stage of the buying cycle.


Step 5: Create a touchpoint map that illustrates steps 3 and 4.

Step 6 (Optional): Add notations to your touch-point map where there are opportunities to influence customers during their buying cycle. 

Repeat the process for your next top buyer type.

The 6 Keys to Success 

  • Your customer buying cycle map needs to represent your customer’s interactions as they experience them.
  • Use interviews and surveys as needed to support the mapping process.
  • Create maps for each top customer type.
  • Include customer emotions whenever possible; such as the emotions of driving a new car, or taking a vacation.
  • Identify critical moments throughout the buying journey on your map.
  • Include time frames for each step of the buying cycle.


Warren Kolber is a Managing Partner of URWA Consulting. Warren has more than 30 years of successful marketing and business development strategy and implementation experience. Warren enjoys and excels at helping non-profit, corporate, and start-up organizations develop, measure, and implement new marketing strategies aligned with organizational goals.


Copyright. URWA Consulting. 2016. (303) 223-4988.

6 Steps to Top Online Marketing Results; 100% of the Time

If you want better online marketing performance use a “customer buying experience” or “customer buying cycle” approach.


Today, you can identify, measure and optimize the key factors that determine your marketing success. The “Customer Buying Experience” image below shows you the steps to take, and the following text explains each step in more detail.

Image 1: Customer Buying Experience

Customer Buying Cycle Marketing

If you’ve decided that your online marketing dollars need to perform better, or you want help with any aspect of your digital marketing, your next questions may be how can I fix this, and who can I trust to help me.

The answer to the first question is to follow each step of the process detailed below. In the end you will have 1. Learned how your customers learn about, choose, and acquire your product or service, 2. Measured the key actions that convert prospects into leads, customers, and a referral sources, and 3. Used your businesses measurement data to optimize your lead development, nurturing, and conversions.


STEP 1: Adopt a customer experience focus to your marketing.

Align your marketing to meet the needs of your top buyer personas as they move through their buying cycle. Start from the moment someone realizes that they want what you offer (awareness), throughout their (consideration) of what products, services, and providers meet their needs, and continue until they transact business with you, or your competitor (purchase).


STEP 2: Identify your top customer types.

Categorize your highest revenue, highest profit, and longest term customers. They should have many qualities similar to your best prospects. Read the article “Simple Steps to Identify Your Most Valuable Customer Types” to complete this task in a few days.


STEP 3: Map your top customers buying cycles.

You can accomplish this by surveying your top customer types about their buying experience. Examples might include; why did they choose my company, how long did it take you to make a decision, and what were the key factors in their decision? Ask questions that inform you about your customers’ needs, priorities, decision triggers, and purchasing time frames. Once you have information from 10 to 20 past customers, you’ll have a better understanding of who they are. Once you’ve identified your top customers buying behaviors and purchasing triggers, you can deliver the right message at the right time using the right media, and influence their purchasing decision.



STEP 4: Develop and offer content, services, and incentives that meet your buyer’s needs.

In the U.S. and in many overseas locations active buyers have easy access to lots of information about you, your competitors, and your products and services. This information is available anytime, and anywhere. Active buyers may be searching, learning, considering, comparing, and taking actions, including transacting business, without leaving their home or office. They are more knowledgeable and less patient. You need to learn what they want, when they want it, and how they want to access it. Once you complete this step, you can direct your marketing and messages throughout the customer’s buying experience, influence their choices, and convert lookers into buyers and customers.


STEP 5: Establish key performance metrics to measure and review how you are attracting, engaging, and converting searchers to prospects to customers to referral sources.

Decide what really drives your success. Is it the number of calls that you get, people who schedule appointments, downloads of your content, users of your app., visits to your physical location, or something else. If you don’t know what to measure, you may be tracking performance that doesn’t drive your business to success. If you don’t measure your key business drivers at each stage of the marketing cycle traffic, you won’t know if you’re getting better or worse results. This leaves is your marketing results to chance instead of facts and data.

This is one of the major reasons that most marketing underperforms.


STEP 6: Continue optimizing your marketing based on the information from your performance metrics.

Your results will show you were your marketing is working, and were you need to improve. The bottom line is that if people can’t find you when they’re actively looking for your product or service they’ll find your competitor. If you don’t engage prospects who do find you they’ll leave and find someone who will. Finally, if you’re not converting prospects into customers your marketing will become an expense and not a revenue driver.


If you invest in any marketing without knowing your basic customer information you’re dramatically increasing the risk that your marketing is going to underperform.


Simply put, without accurate and relevant marketing information you are just guessing at what your potential customer wants, when they want it, and how they are getting it.



You have a lot of options for getting help. Maybe you have marketing experts on your current staff who can execute this process. If not, you can hire experts of all shapes and sizes ranging from large advertising agencies, contract professionals, big vendors like Google, Yelp, and Facebook, and local marketing firms. All of them will sound like they know what they’re talking about, and most of them may even sound good enough to hire. Maybe you’ve already listened to multiple marketing companies tell you what’s wrong with your website and your marketing. Almost without fail, each company’s products and services were probably pitched as the solution.

Frankly, it’s not hard to understand why it’s hard to find the right experts. Just go to the Better Business Bureau or any one of the leading complaint websites and you’ll see many marketing agencies and vendors with complaints against them. Many marketing firms are overpromising results to get new business and then underperforming because they don’t have the skills, experience, or resources to deliver. You’ll get closer to finding the right marketing experts by asking yourself which marketing agency, consultant, local marketing firm, or vendor asked you the following questions;

  1. Who are your top customer personas or types?
  2. What need(s) does your product or service meet for your top customers?
  3. Why do your customers choose you over your competitors?
  4. What triggers your top customers to buy?
  5. How are your top customers finding information about your product or service?
  6. What is each new customer’s financial value to your business?
  7. What is your customer’s buying experience like when they’re shopping for and purchasing your product or service?


Get the idea? Marketing experts that focus on your customers instead of your marketing are on the right track.

When the firms you’re considering are talking about traffic, SEO, PPC, old looking websites, business listings, and how their products and services are the answer, find a different resource. When they start talking about your business, your customers, what drives your success, and how your marketing performance is measured and optimized give them a good listen.

You are not alone. We see organizations of all types and sizes struggling how to maximize their marketing. If you were to ask other executives in your industry to quantify the success of their current marketing, most of them would struggle to provide a detailed answer. Even fewer would be able to share measurable data like the cost to acquire a new customer, or how many new customers their marketing generates each month, or the amount of new revenue generated from their marketing activities. One of the primary reasons that they can’t tell you is because they don’t have customer experience focus to their sales and marketing.

Hopefully, this article gives you a path to success. If you’re confused or want more help, let us know how we can help. For more information or to discuss your situation go to, Email:, or Call (303) 223-4988.

Successful Online Lead Generation: 17 Case Studies


We learn a lot from businesses that are successfully generating new leads and growing their businesses online. Virtually all of the successes in the case studies below come from businesses using measurable processes that can be repeated buy others.

Engage Website Visitors

In just a few minutes, you can learn the problems confronted by other businesses, and their solutions, and results. URWA Consulting has compiled a review of 17 case studies showing how Denver and national businesses are succeeding online. The common thread with all of these businesses is that they correctly identified their top customers, their goals and their key challenges. Then they developed and implemented creative solutions with measurable performance metrics.


While there are hundreds if not thousands of marketing agencies and experts that promise to help you, almost all of them want to sell you their services. As you review the problems, solutions, and results for each company below consider if you want to be sold a service or hire a firm to solve your problem(s). If you prefer the later, fill out the contact request form, and one of our managing partners will contact you within 24 hours, if not that same day.


LOCAL: Denver and Colorado 



Company Type: HVAC Company

Location: Denver



  • Very few online leads
  • Website results not measured
  • Marketing results not effectively measured



  • Website redesign
  • New mobile website
  • SEO via website, blog, and social media
  • Content development
  • Email marketing campaign



  • 235% increase in website traffic
  • 400% increase in website service requests form submissions
  • 20% increase in sales revenue



Company Type: Moving Company

Location: Colorado



  • High conversion cost $271
  • Low number of online customers; 9 in 90 days
  • High cost per click from paid search; $14.03
  • Low click-through-rate; 0.22%



  • Paid search program revision including;
  1. Keyword review, revision, and expansion
  2. Geo modification of campaign
  3. Negative keywords added
  4. Day parsing added
  5. Mobile device targeting



  • Cost per conversion lowered to $87
  • 34 conversions in first 30 days
  • Click-through-rate doubled
  • Cost-per-click reduced to $13.16



Company Type: Jewelry Company

Location: Denver



  • Not showing up on Google maps for important searches
  • Established jeweler with limited visibility
  • Few online reviews



  • Reviewed and updated directory citations
  • Replaced Google Places listing to Google+ Business page
  • On-site SEO



  • Currently ranking for 18 of 20 keywords
  • Ranking in top 3 for 90% of local keywords
  • 500 additional customer actions tracked per month on website
  • 114 customer reviews added



Company Type: Tree Service

Location: Denver



  • Low sales; $50k annual revenue



  • Website redesign
  • Onsite keyword optimization
  • Google Places optimization
  • Google Analytics
  • Paid search
  • Developed Facebook and Twitter profiles



  • Sales increased to $1 million in 5 years
  • 200 to 300 monthly leads during season



Company Type: Clothing retailer

Location: Ft. Collins



  • Website visits were from branded search terms including the company name
  • Company did not rank on first five pages for any keywords



  • Built unique product landing pages
  • Conducted outreach to industry bloggers



  • $500,000 generated in incremental revenue from organic searches
  • 36 keywords on Google page one search results





Company Type: Software Sales

Location: Lexington, MA



  • Marketing a product in a new category
  • Target market was smaller businesses



  • Redesigned website as a destination for best practices and advice
  • Created new content, including; webinars, white papers, blog, tips, etc.
  • Captured leads through online registration forms



  • Paid search dropped to 35% of traffic from 75%
  • Achieved page 1 ranking on Google for top keywords
  • Email achieved 14% open rate



Company Type: Networking Equipment Testing

Location: Austin, TX



  • No established reputation
  • No reputation
  • Limited budget
  • Target audience resistant to marketing



  • Public relations – shorter press releases with more links to website content
  • Reputation tracking and management
  • Social engagement with new posts and conversations
  • Blog to break new stories
  • Twitter posts
  • LinkedIn group creation
  • Implemented measurement metrics



  • 10, 230 blog views in 90 days
  • 280 twitter followers
  • 155% increase in unique website visitors
  • 55% of new leads from website, 45% from trade shows, email and seminars



Company Type: Accounting

Location: Boston



  • Firm still relying on traditional marketing; print advertising and direct mail
  • Marketing costs were expensive
  • Lead generation results were becoming less effective



  • Redesigned website for lead capture and a new CMS
  • Added new tips, best practices, and articles customized for prospects
  • Built online tools with registration for use
  • SEO
  • Engaged in social networks on LinkedIn
  • Tracked standard metrics; unique visitors, page views, referring sites, keywords



  • Increased website leads from 0 to 15 per month
  • Website traffic increased 68%
  • Achieved page 1 Google rankings for top keywords
  • Blog drives 4% to 5% of website traffic each month



Company Type: Automotive Group; 11 dealerships

Location: Richmond, VA & Florida



  • Limited lead generation
  • Low website usage



  • Multiple new websites



  • Reduced website investments by 34%
  • Increased website leads across all dealers by 19%
  • Reduced cost of website lead by 45%



Company Type: Lawn Care

Location: Virginia



  • Limited lead generation
  • Low website conversion rate



  • Customer research
  • Competitive research
  • Website reorganization; including new landing pages
  • New content



  • 38% in online conversions



Company Type: Home Care

Location: Virginia



  • Low website engagement with high bounce rate



  • New website
  • New geographic landing pages
  • SEO



  • 93% increase in organic website traffic
  • Online conversions increased by 90%



Company Type: B2B – White Label Vitamins

Location: Not reported



  • Wanted an increase in organic website traffic



  • Customer buying cycle mapping
  • SEO: Keyword research
  • Develop problem solving content
  • Social media; Google+ and LinkedIn
  • Content marketing; how to guides and blog posts



  • 23% increase in organic traffic
  • 79% increase in conversions from website visitors to leads
  • Improved rankings for top keywords from page 3 to page 1 on Google



Company Type: B2B – Online Medical Equipment Sales

Location: U.S. and UK websites



  • Low brand awareness
  • Expand top of funnel leads



  • Expand target audience
  • SEO
  • Content marketing; including blog and product comparisons
  • Social media engagement
  • Facebook



  • 30% increase in organic traffic
  • Social fan base grew to over 200,000
  • Increased social shares on new content to 250-320 per month



Company Type: B2C – Gourmet Coffee Sales (retail and E-commerce)

Location: Miami, FL, Costa Rica, Peru, & Chile



  • Low conversions to orders on website
  • Lower value of website orders than at retail
  • Low repeat online customers



  • Redesign website for an improved customer engagement and conversion
  • Visual search added to website
  • Recommendations based on customer segmentation
  • SEO



  • 18% in website conversions
  • 15% increase in average online order value



Company Type: Media Company

Location: New York



  • Email problems including being blacklisted



  • Clean company email database
  • Re-engage remaining contacts
  • Segment list
  • Optimize templates for mobile devices



  • Open rate increased by 60%
  • Traffic to website increased by 90%
  • Online revenue increased by 8%



Company Type: National Retirement Communities

Location: 303 U.S. Locations



  • Confusion over product and services



  • User website testing of primary customer persona; 50 to 65 year olds
  • Redesign website to a responsive design
  • Implement a Care Questionnaire
  • New creative added to website and other marketing
  • Paid search
  • Customized Email marketing



  • 20,000 completed questionnaires in 10 months
  • 63% completion rate on questionnaire
  • 4% increase in website conversion rate from leads to residents
  • 12% increase in website leads
  • 8% increase in leads from advertising linking to the questionnaire



Company Type: Nursing School

Location: Florida



  • Google Panda update caused a decrease in ranking on organic search for almost all key words
  • Multiple websites with duplicate content



  • New, location specific websites
  • Keyword research
  • SEO



  • 95% increase in organic traffic within 10 weeks after launch of new websites
  • 76% increase in conversions from organic traffic
  • 74% of important keywords increased in rankings


These case study reviews were compiled from multiple sources by URWA Consulting. They are updated as new case studies become available for review. If you have specific questions about any of the studies, or would like to speak with one of our Partners, please call (303) 223-4988, or chat with a live representative immediately at


Simple Steps to Identify Your Most Valuable Customer Types

Generating a return on your marketing investment starts by knowing which customer types generate the most revenue and profit.

Best Customer Types

Once you know your top customer types you can map their buying cycles. With knowledge of their buying cycles you will know exactly when, where, and how to provide information that helps them make decisions, and influences them to transact business with you.


Identify your top customer types by organizing information about them into four categories;

  1. Background
  2. Demographics
  3. Behaviors
  4. Financial situation

Now, start gathering the following information for each category:


What is their job title?

What is their profession?

Is there anything common about the type of work that they do, or the profession they are in?

Do they have white or blue collar job?

Are your best customers highly educated with advanced degrees, college graduates, street wise, tradesman, or something else?



What is the age range of the top 1%, and the top 20% of your customers?

What is their gender, or percent male versus female?

Are they typically married or single?

Do they typically have children; how many?

Where do they live, work, and shop?

Are they more often retired, working, or students?

Do your customers have common ethnic backgrounds?

Purchasing behavior


What are your customers’ key buying factors; price, convenience, service, quality, value, warranty, trust, or something else?

What are the top three reasons that your customers buy from you instead of a competitor?

What are your customers key concerns?

What problems are your customers trying to solve?

Do your customers often buy companion products?

Do they shop from home?

Do they require assistance when shopping?

Are your customers catalogue, discount, or coupon shoppers?

Do they have a lot of product knowledge?

Are they online savvy?

Do you have any clue how much free time your best customers have, and/or what they might do with it; travel, relax, read books, watch TV, cook, etc.

Do they take an annual vacation?

Financial Situatin

Financial Situation

Do your customers have high paying jobs?

Do they own at least a part of their business?

What are they willing to pay for your product(s) or service(s)?

What is the estimated average annual household income for the top 20% of your customers?

Do they own their own home?

Do they own a car?

Do they own a vacation home, or property?


If you’re having trouble answering the questions, here are some tips for getting started;

  1. Look through your past customer information.
  2. Call them if you need to.
  3. Call both good and bad customers.
  4. If possible, conduct research on both good and bad customers (phone calls, surveys, focus groups) if need be.
  5. Conduct 3 to 5 interviews for each customer type.
  6. Send an email survey, and offer a free gift card or otem for its return.

Once you’ve identified your top customer types, you can start mapping their buying process to find places where you can provide helpful information that influences their purchasing decisions.

Next Article: STEP 2: Mapping Your Top Customers’ Buying Cycles and Behaviors