By: Dr. Connor Robertson
Legacy businesses are often rich in history but may lack the systems needed for modern growth. When Dr. Connor Robertson acquires a small business, one of his first actions is to assess the marketing infrastructure—or, more often, the lack of it. Most business owners have relied on referrals, word of mouth, or local relationships for many years. However, these methods do not always scale. When those channels start to slow down, the business can face stagnation. Instead of immediately throwing money at ads or hiring agencies, Dr. Robertson focuses on installing simple, repeatable marketing systems that align with the practical needs of real-world businesses. No gimmicks, no unnecessary hype—just consistent customer acquisition.
Here are the steps:
Step 1: Audit What’s Working and Add Structure
Dr. Connor Robertson doesn’t start with a pre-made template. His first step is a careful analysis of the current situation.
He asks:
- Where do your most consistent customers currently come from?
- What lead sources have shown reliable results over time?
- What is the typical sales cycle from lead to customer?
- Who is responsible for answering the phone or responding to inquiries?
- Is anyone tracking leads or follow-up activities?
In many cases, there is some form of lead flow, but it is often random, undocumented, and inefficient. Dr. Robertson’s goal is to organize this process effectively.
Rather than replacing what is already working, he formalizes it into a system that tracks, measures, and improves the existing marketing channels.
Step 2: Install a Simple CRM and Lead Capture Funnel
Without a central system to manage leads, no marketing approach can scale effectively. Dr. Connor Robertson installs a simple CRM system right away, often using platforms like Go High Level, Zoho, or even Google Sheets.
He sets up:
- A central inbox for all incoming leads (email, text, web forms, phone calls)
- Auto-responses acknowledging inquiries
- Tags to track the source of leads (e.g., Google, referral, Facebook)
- Tasks and reminders for follow-up actions
- A daily lead report or dashboard for team tracking
If the business doesn’t have a website or landing page, Dr. Robertson will also launch a basic lead capture funnel with a clear call to action, such as “Book a Free Estimate” or “Request a Call.”
This becomes the foundation for all future marketing efforts.
Step 3: Set Up a Follow-Up Engine That Converts
Many businesses lose deals not because of ineffective marketing, but because they fail to follow up consistently. Dr. Robertson establishes an automated follow-up sequence within the CRM:
- Day 0: Instant email and text confirming the request
- Day 1: Personal follow-up from a team member
- Day 3: “Still interested?” message with a testimonial
- Day 7: Final reminder with a special offer
This follow-up sequence runs automatically but is designed to feel genuine. In many cases, this system can significantly improve conversion rates.
He also implements a pipeline view that tracks where each lead is in the journey: new, contacted, booked, closed, or lost.
Step 4: Modernize Local SEO and Listings
Many small businesses remain largely invisible online. Dr. Connor Robertson addresses this by:
- Claiming and optimizing the Google Business Profile
- Ensuring consistency of NAP (Name, Address, Phone) across various online directories
- Creating and optimizing Yelp, Bing, and niche service listings
- Developing location pages for service areas
- Creating service-specific pages that rank locally (e.g., “Tree Removal in Akron”)
He adds reviews, photos, services, and relevant keywords to improve local search rankings. This can lead to more inbound calls and form submissions within 30–60 days, often with a high return on investment for local service businesses.
Step 5: Launch Low-Cost Paid Campaigns for Testing
Once the fundamentals are in place, Dr. Connor Robertson begins testing paid traffic with discipline.
He runs:
- Google Local Service Ads (pay-per-lead rather than pay-per-click)
- Facebook lead forms targeting local audiences
- Retargeting campaigns for website visitors
The initial budgets are small, just enough to gather data and test the system’s effectiveness. Every dollar spent is measured based on:
- Cost per lead
- Cost per booked job
- Cost per closed customer
If the results justify the investment, he gradually scales the campaigns, but always with caution, ensuring that paid traffic is never the sole focus.
Step 6: Build a Referral Flywheel
While many businesses claim they want more referrals, few implement the systems needed to encourage them. Dr. Connor Robertson creates a three-part referral system:
- Team prompts: Training staff to ask for referrals after excellent service
- Automated nudges: Post-purchase email/SMS asking for a referral
- Reward visibility: Publicly thanking customers who refer (via social media, newsletters, or callout walls)
He avoids cash incentives, instead offering small tokens, gift cards, or “early access” perks. The result is a steady stream of warm, high-converting leads without relying on expensive ads.
Step 7: Turn Satisfied Customers Into Social Proof
Every satisfied customer has the potential to be a marketing asset. Dr. Connor Robertson captures:
- Written testimonials
- Video clips from phone interviews
- Before-and-after photos
- Case studies showcasing successful transformations
- Star ratings on Google and Facebook
These are distributed across:
- The company website
- Landing pages
- Social media accounts
- Email newsletters
- Proposals and quotes
Social proof helps reduce friction in the sales process and improves conversion rates on various channels.
Step 8: Train Internal Staff to “Own” the System
No marketing system can succeed if it relies solely on the owner. Dr. Connor Robertson ensures that:
- The office manager understands how to track and report leads
- The technician knows when and how to ask for reviews
- The salesperson is familiar with the CRM and pipeline stages
- The entire team sees marketing as a shared responsibility, not just a separate function
He sets up a weekly scorecard with 3–5 core marketing KPIs that are directly tied to measurable outcomes such as leads, booked calls, and revenue from new customers. Every team meeting includes a quick marketing update, ensuring that marketing is part of the company’s routine, not a one-off project.
Final Thought: Growth Comes From Systems, Not Secrets
Dr. Connor Robertson doesn’t believe in “magic bullets.” Instead, he advocates for well-organized, effective systems, especially for legacy businesses.
By focusing on:
- CRM and lead tracking
- Consistent follow-up
- Local SEO and reviews
- Targeted paid traffic
- Referral and testimonial loops
- Staff training and scorecards
He transforms outdated businesses into more efficient, modern operations without excessive spending.
If your business feels stuck in the past, it may not need more flashy marketing; it may just need a solid system.
Learn more about Dr. Connor Robertson’s real-world approach to marketing growth at www.drconnorrobertson.com.
Disclaimer: The strategies outlined in this article are provided for informational purposes only. While these approaches have proven effective for many small businesses, results may vary depending on individual circumstances. Businesses should assess their own unique needs before implementing marketing strategies and may benefit from consulting with a professional to tailor these approaches to their specific situation.
