My Progress Advertising Company Generated $360K In Its First Yr [Belgium]

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Hiya! Who’re you and what enterprise did you begin?

Hello, my title is Joachim Brouckaert, I’m 24 years previous and I began Add Worth 1 yr in the past. Immediately, Add Worth is a development advertising company. We’re targeted on full-funnel advertising. Efficiency advertising, constructing touchdown pages, web sites, funnels, e-mail advertising flows. We do all of it!

At the moment, we’re working with a staff of 5 individuals for our prospects and on our development. However we’re as soon as once more on the lookout for an additional Progress Marketer! After we speak about turnover, we do a mean of 30k per thirty days. This fluctuates, as we generally tackle bigger, shorter initiatives. On common, we work for 18 lively shoppers per thirty days. Our retention is usually good, however quick initiatives similar to an analytics audit or constructing a web site trigger this quantity to fluctuate.


That is me, working inside our workplace based mostly in Antwerp

What’s your backstory and the way did you provide you with the concept?

I began my advertising profession in my increased schooling after secondary college. I selected to check advertising as a result of it was a normal course and the digital and industrial appealed to me.

My “aha” second got here throughout my internship, on the finish of my research. I used to be fortunate to do an internship in a digital advertising company the place I laid the muse of my future profession. After my internship, I began there through the summer time holidays as a scholar, and was finally employed! Throughout that interval I additionally began dropshipping and utilized for my VAT quantity. From then on, I used to be formally doing a aspect hustle.

After becoming a member of a development advertising company, one yr later for a while, I began freelancing as a digital marketeer. On the first company the place I did my internship, I seen that they have been primarily involved concerning the cash, as a substitute of including worth for the purchasers. That’s the place the title “Add Worth” comes from. This rapidly bought me thinking about making an attempt it out myself.

Take us by way of the method of designing, prototyping, and manufacturing your first product.

how did you design the companies that you just supplied? being a freelancer you solely have a lot time so I suppose it’s important to focus. -> With the expertise, I gained throughout my common work on the advertising companies I labored for, I discovered that my energy lay in paid social – Google search campaigns. Subsequently, I selected these companies to start out with.

  • What sort of shoppers did you goal? Did you give attention to any business/kind of firm? -> I did not select a distinct segment to start out in, as a result of this manner I wished to see what sort of corporations suited me greatest. This has remained the case to today, though we do wish to have shoppers who see us as a development accomplice, slightly than an exterior company.

As a freelancer, I had sufficient prospects after some time. I quickly realized that I wished to work as an company, just because it was extra scalable and long-term. Add Worth Company was born! The large distinction between freelancing and constructing an company is the scope of initiatives and the way shoppers view you. Larger corporations took me/us extra critically. I additionally labored extra on constructing scalable processes. As a freelancer, you are inclined to do your initiatives ad-hoc, as an company proprietor you could begin pondering in scalable processes!

After just a few months, I made a decision to work with a mentor. He supplied me mentorship in alternate for 20% of Add Worth. We began a brand new firm collectively and hit the market! I knew {that a} mentor may make for quicker and, above all, calmer/steady development. I bought to know him by way of LinkedIn. I had came upon some time earlier than that I typically took recommendation from individuals who had no expertise in any respect with what I used to be doing. My mentor has an company that runs on a a lot bigger scale, so it appeared logical to me to work with somebody who had already gone by way of all of the pitfalls/development pains I used to be going to or nonetheless should undergo – and efficiently so…

Don’t burn out your self. It’s straightforward to lose your self in all of your enthusiasm. Been there, accomplished that.


That is me working in my first workplace

Describe the method of launching the enterprise.

At first, I targeted very onerous on networking, content material on LinkedIn, and chilly emails. I additionally suggest everybody to give attention to search engine marketing, it is not going to present instant outcomes, however in the long term, it is extremely essential!

I even used Starter Story for outreach – let me present you the way I did this:

I looked for corporations on Starter Story and appeared for his or her e-mail. Then I uploaded an inventory of Starter Story corporations in Lemlist (e-mail outreach instrument) Then I used the next e-mail sequence:

First message

Topic: Your Starter Story Article

Hey (title),

I all the time verify Starter Story each from time to time and got here throughout (firm title) on Starter Story, and (customized strains(s))

And (title), I’ve all the time been the inquisitive kind, in order a digital marketer, I naturally took a glance into what (firm title) was doing on the advertising aspect of the enterprise.

I run my efficiency advertising company right here in Belgium, and I’d love to indicate a few of the concepts/methods we use to assist companies similar to yours with their digital advertising.

Would love to speak extra about this; let me know your ideas (title) and I’ll ship over a extra in-depth e-mail showcasing some development advertising methods (enterprise title) may benefit from utilizing.

Thanks a lot!


Founder @ Add Worth Company

Possibility 1 (unhealthy Fb advertisements)

At face worth, taking a look at your commercials on Fb has proven me that your Fb advertising doesn’t totally symbolize your mission as a model with (firm title) and that some huge cash is being left on the desk. From studying the article and looking out extra into (firm title), I do know that your merchandise are far superior to the rest in the marketplace for (area of interest), but your competitors is a month on month getting an unfair benefit over you just because they’re making the most of paid visitors to its full potential.

Possibility 2 (No Fb advertisements)

I seen you weren’t working any advertisements on Fb and was fairly stunned by this. By not leveraging Fb advertisements you’re leaving some huge cash on the desk and permitting your rivals to achieve an unfair benefit over you, though your merchandise are far superior to something at present in the marketplace.

I simply wished to deliver this to your consideration and see if we might help you place a cease to this in order that (enterprise title) lastly will get the popularity it deserves for being a greater high quality model and permits you to recoup the cash at present being misplaced by neglecting Fb advertisements.

Would love to speak extra about this; let me know you

A lesson I wish to share with you:

Solely promote issues which you can ship: In our sector, your outcomes will likely be judged. And that could be a good factor! At my common job, I rapidly discovered that testing the correct expectations together with your (new) prospects is essential. This ensures that you just get the cooperation off to a very good begin. So, don’t begin promising belongings you can’t ship, ultimately, this can solely be unhealthy to your popularity as an company!

Since launch, what has labored to draw and retain prospects?

Originally of Add Worth, I used to be nonetheless doing numerous freelance work that introduced increased charges as a result of it was for a number of days per week. As a result of we’ve got a hybrid company mannequin the place we additionally work as an actual advertising accomplice and never as a basic company. Because of this, we even have shoppers who have been initially on the lookout for a part-time freelancer. Now they’ve entry to us as an entire staff, as a substitute of a freelancer. This additionally ensures that our deal sizes are comparatively excessive. Our superb shopper pays us a number of days per week, and likewise has a advertising price range + wish to scale up in advertising actions/price range.

Our search engine marketing (weblog content material) & Fb and Google advertisements are at present our largest gross sales channels. Moreover, my natural content material on LinkedIn has additionally been essential for our development.

Staying prime of thoughts together with your leads may be accomplished by often replying to LinkedIn posts, ensuring they maintain seeing your LinkedIn posts, I’m a fan of a multi-channel strategy. Individuals will first should belief you earlier than they are going to purchase one thing from you! So, specializing in constructing a web based presence, I’ve seen that leads belief us a lot quicker since we began utilizing a multi-channel strategy.

Our search engine marketing outcomes: nonetheless numerous work to do, however we’re engaged on it!


Natural LinkedIn posts: natural views are an effective way to generate consciousness to your firm. Use the LinkedIn algorithm to spice up your development!

  • Share private tales
  • Use a placing angle when writing a LinkedIn publish. In the event you have a look at my LinkedIn posts, you’ll discover that I all the time use a placing opening sentence. This sentence ought to make individuals thinking about studying on
  • As a name to motion, ask for individuals’s reactions. LinkedIn’s algorithm loves reactions to your publish. Due to this, extra individuals see your publish and if you provoke a response, this leads to extra reactions. On this method, you set off a little bit of a compound impact. Is not that good?
  • Do not spam on LinkedIn. It is higher to write down one good publish a month than posting every single day however not telling one thing helpful

How are you doing immediately and what does the long run appear to be?

In the intervening time, we’re specializing in shopper retention by getting nice outcomes for our shoppers.

Revenue is certainly one of our north stars. Income is essential, however we all the time give attention to profitability.

  • CAC: we pay round 450 EUROS per signed deal (deal measurement relies upon)
  • Advert prices: + 1k / Month
  • ROAS: Laborious to calculate since our deal sizes are completely different for each shopper
  • Common lifetime worth is 1.2 in the mean time, we do not lose numerous shoppers in the mean time. Retention is our major focus
  • Month-to-month Site visitors: 700-1000 customers / month
  • Avg time on website: 1:04 minutes
  • Conversion charge: 1% (that is unhealthy, we have to give attention to this. These conversions are actually good leads, so lead-to-client conversion is fairly good (60%)
  • Social media following: Instagram: 663 followers, Fb: 334 likes. Linkedin: 529 followers
  • YoY Progress: 260%

Our short-term objective is to rent 1-2 individuals. We’re additionally on the lookout for a brand new workplace within the metropolis of Antwerp. Our objective for subsequent yr is to have a staff of 5 individuals (and me). The subsequent step is to turn into an actual boutique development advertising company and give attention to search engine marketing/content material to draw the large manufacturers.

By means of beginning the enterprise, have you ever discovered something significantly useful or advantageous?

Buyer retention is severely underestimated by many founders. I discover that our prospects typically deliver us extra prospects when they’re glad with us! We discuss with our prospects on a regular basis. This fashion, we get numerous suggestions. If shoppers have an issue with the best way we work, we are going to spot that drawback very simply and attempt to repair it instantly.

We’re at present additionally specializing in partnerships with different companies that carry out a special a part of advertising. For instance, we are going to quickly be working carefully with an employer branding company, the place we will likely be caring for the experimental development advertising half after they herald new prospects. Win-win scenario!

What platform/instruments do you employ for your corporation?

I wish to maintain issues easy, we do not use numerous instruments as a result of it simply would not work.


What have been essentially the most influential books, podcasts, or different assets?

To be trustworthy, the largest game-changer for me has been to start out consuming Sam Ovens’ content material. This man is a genius in the case of constructing companies.

I’m additionally a giant fan of books, my favourite ebook is Atomic Habits. This ebook is just wonderful. A ebook that additionally gave me numerous perception into life was Pijn doet groeien (Ache Makes You Develop) by Omar Souidi, a Belgian lawyer who is totally self-made. A really motivating story!


A glimpse of my small bookshelf

Recommendation for different entrepreneurs who wish to get began or are simply beginning?

In fact, I can share some ideas that I’d have preferred to have obtained 1 yr in the past… Right here they’re!

  • Deal with the issues that matter, income-producing actions.
  • Don’t burn out your self. It’s straightforward to lose your self in all of your enthusiasm. Been there, accomplished that…
  • Get your self an accountant, the perfect funding you may make when beginning out!

The place can we go to study extra?

In case you have any questions or feedback, drop a remark beneath!


Joachim Brouckaert
Founding father of Add Worth Company

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