BCM / Ads Journey — The Process

Shared onboarding gets everything in place, then your journey splits into two parallel tracks, Content Marketing and Facebook Ads, running concurrently.

  • Onboarding

    Before anything goes live, we get the foundations right — admin, access, and setup that makes everything downstream run without friction.

    • Rules of engagement — how we work together, response times, expectations
    • Client profile form completed
    • Project workspace set up, team members added
    • Facebook Business Manager access and ad account setup
    • SmarterCRM onboarding and pipeline configured

Your journey splits here

Content Marketing
Builder Content Marketing (BCM)

  • 1

    Sessions with Scott Bywater

    The content in your voice starts here. Two sessions to extract your expertise and build the content calendar.

    • Session 1 — Content Calendar: 60–90 min. Topics, themes, and positioning mapped out
    • Session 2 — Content Creation: 60–90 min. Copy written in your voice

    These sessions need to happen as soon as possible — blog posts, social,

    and emails all depend on them.

  • 2

    Delivery Timeline

    • First Batch Ready — within 4 weeks from final session (approval required)
    • Content Distribution Ready — within 2 weeks from approval

    We're working on SEO, Google Business, and social setup in parallel.

    Nothing sits idle.

  • 3

    SEO Setup

    We configure the technical SEO foundations so every blog post and page you publish has the best chance of being found.

    • Google Search Console connected and verified
    • Sitemap submitted and indexed
    • On-page SEO applied to all new content — titles, meta descriptions, headings
    • Keyword targeting aligned to your location and build type
    • RankMath or Yoast configured and optimised
  • 4

    Google Business Profile Optimisation

    Your Google Business Profile is often the first thing a prospect sees. We make sure it works hard for you.

    • Profile claimed, verified, and fully completed
    • Business category, service areas, and description optimised
    • Photos uploaded — team, projects, office
    • Review request process set up
    • Posts scheduled as part of the monthly content cycle
  • 5

    Social Media Setup and Optimisation

    Your social profiles are optimised and ready to receive and amplify the content we produce each month.

    • Facebook and Instagram profiles reviewed and updated
    • Bio, cover images, and links aligned to your current positioning
    • LinkedIn profile updated where included in package
    • Scheduling tool connected and configured
  • 6

    Content Distribution

    Once approved, your content goes out across all channels in your package every month.

    • Blog posts published to your website
    • Social media posts scheduled and distributed
    • Email marketing sent to your database
    • Google Business posts published
  • 7

    Monthly Content Refresh

    Every month Scott reviews performance and creates new content — keeping your authority positioning consistent and growing.

Facebook Ads
Lead generation via Meta campaigns

  • 1

    Pixel Setup and Conversion Tracking

    Every lead that comes through your campaigns is tracked, attributed, and fed directly into your CRM.

    • Meta Pixel installed and verified on your website
    • Google Tag Manager setup and published
    • Conversion events configured for form submissions
    • Attribution source tagging — Meta Ads, Facebook, Instagram
    • Lead flow tested end-to-end into SmarterCRM

    Without this, we're flying blind on what's working. Non-negotiable before

    any ad spend begins.

  • 2

    Branding Campaign

    While full assets are being created, we launch a brand awareness campaign immediately — warming the algorithm and keeping your brand visible.

    • Clean imagery, direct message
    • Teaches Facebook who your ideal client is
    • Live within 3–5 business days of account access

    These ads don't need to be perfect — they just need to be running.

  • 3

    Lead Magnet Campaign — Facebook Instant Form

    Your main campaign. The lead never leaves Facebook — they tap, fill in their details, and land in your CRM within seconds.

    • Headline and copy aligned to your lead magnet
    • Pre-filled name, email, phone fields
    • Thank you message on submission
    • Privacy policy attached (Facebook requirement)
    • Lead auto-mapped to SmarterCRM on submission
  • 4

    Direct Enquiry Campaign

    Once the algorithm has data, we layer in a direct response campaign driving phone call enquiries from warm audiences.

    • Personalised image of the builder — human, local, credible
    • Short, direct, low-pressure copy
    • Drives to Facebook Instant Form → CRM
  • 5

    Monthly Ad Refresh Cycle

    Ad fatigue is real in tight local markets. Every month the team reviews, retires, and refreshes.

    • Justin reviews performance, flags high and low performers
    • Scott writes new ad copy based on data
    • Cheska delivers new creative images
    • Campaign updated and relaunched

    Not set-and-forget. Continuously improving every month.

  • Lead Follow-Up — Both Tracks

    A dedicated follow-up caller contacts your leads on your behalf — booking discovery calls between each lead and you, regardless of which track they came from.

    • Caller introduces as calling on behalf of your business
    • Objective: book a discovery call with the builder
    • Every call logged in CRM — notes, outcome, next step
    • Typically kicks in from month two or three

    You always have full visibility of where each lead is at — what was said, what was promised, and what the next step is.

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