The Marketing Playbook Dr. Connor Robertson Uses to Scale Post-Acquisition Businesses

Last Updated on August 14, 2025

By: Dr. Connor Robertson

Marketing is often seen as an afterthought in small businesses. Many owners rely on word-of-mouth, outdated ads, or part-time freelancers handling “social media.” But when Dr. Connor Robertson acquires a company, he views marketing as a priority rather than a luxury. He doesn’t focus on flashy campaigns. Instead, he follows a repeatable playbook centered around clarity, consistency, and customer psychology. His marketing systems are designed to build trust, improve visibility, and generate leads while also strengthening the company’s overall brand position.

Here’s a closer look at how he approaches it.

Step 1: Fix the Foundations First

Dr. Connor Robertson begins by addressing what already exists. Most businesses already have some visibility; they’re just not fully optimizing it.

The foundation includes:

Google Business Profile: Claimed, updated regularly, with photos and posts
Website: Clear, mobile-optimized, fast, and SEO-friendly
Online Reviews: Systematic requests after services or sales
Local Listings: Accurate NAP (name, address, phone) across directories

Rather than reinventing the wheel, Dr. Robertson improves what’s already in place and ensures every potential customer encounters a consistent, trustworthy presence. If the basics aren’t addressed, no amount of ad spend can fix it.

Step 2: Define the Messaging Around the Customer

One of Dr. Robertson’s strengths is his ability to craft messaging. Many businesses focus on talking about themselves: “we’re family-owned,” “we’ve been in business since 1982,” “we care.”

Dr. Robertson takes a different approach. He creates messaging that addresses:

What urgent problem are we solving?
How does the customer feel before and after working with us?
What makes us different, in clear and simple terms?

He frequently uses frameworks like:

“Most [target customers] struggle with [problem]. We help them [result] without [frustration].”

This ensures that every headline, call to action, and page feels relevant, clear, and focused on delivering value to the customer.

Step 3: Install Evergreen Lead Capture Systems

Once the foundation and messaging are in place, Dr. Robertson sets up lead capture systems that operate around the clock, without needing constant attention.

These systems include:

Website forms connected to a CRM
Service estimate request forms with autoresponders
Click-to-call buttons on mobile
Text-back features for missed calls
Pop-ups offering discounts or content in exchange for emails

He also creates lead magnets such as simple PDFs, quizzes, or calculators, tailored to the target audience. Examples include:

“5 Mistakes to Avoid Before You Replace Your Roof”
“Kitchen Remodel Budget Calculator”
“Childcare Checklist for First-Time Parents”

These magnets capture interest and emails without being overly intrusive.

Step 4: Run Local Service Ads and Retargeting

Dr. Robertson avoids guessing in paid media. He focuses on what’s already working:

Google Local Service Ads (LSAs)
Retargeting on Facebook and Instagram
Branded search ads to control messaging

He typically doesn’t launch extensive lead generation campaigns immediately. Instead, he:

Captures low-hanging, intent-based traffic (from people already searching)
Follows up with warm audiences through retargeting
Measures cost per lead and adjusts weekly

This ensures that every dollar spent generates a tangible result. There are no vanity metrics, just calls, forms, and booked jobs.

Step 5: Build Authority Through Content

Dr. Robertson understands that trust is built through reputation and education, not just logos. He creates content that positions the business as a local authority:

Blog posts answering common questions
FAQ videos featuring technicians or staff
Before-and-after photos with brief stories
Customer interviews or video testimonials
Case studies for commercial clients

He also syndicates this content across Google, social media, email newsletters, and YouTube, repurposing it instead of creating new content constantly. Even a single helpful blog post can outperform competitors who are spending more on ads.

Step 6: Automate Follow-Up and Referral Generation

The key is in the follow-up. Dr. Robertson establishes:

Thank-you email and text flows after purchases
Review request automations linked to Google and Yelp
Referral programs with trackable links
Reactivation campaigns for past clients (“We haven’t heard from you in a while…”)
Seasonal check-ins (e.g., spring tune-ups, winter prep)

He uses tools like Go High Level, Mailchimp, or custom Zapier flows. The goal is to stay top-of-mind and make it easy for happy customers to refer others.

It’s not about magic—it’s about consistent follow-through.

Step 7: Measure the Right Metrics

Dr. Robertson teaches his team to focus on what really matters. Instead of vanity metrics, he tracks:

Leads per channel
Conversion rate to appointment or sale
Cost per lead
Customer acquisition cost (CAC)
Lifetime value (LTV)

This helps the business prioritize channels that drive profits, not just likes or reach. If a campaign isn’t generating a return, it’s adjusted or discontinued. If something works well, the effort is scaled.

Step 8: Elevate the Brand Over Time

As the business grows, Dr. Robertson adds brand elements that reinforce authority:

Community sponsorships
Custom uniforms and vehicle wraps
Professional headshots and team bios
PR-style press releases and local newspaper features
Podcast guest spots and speaking opportunities for the GM

These actions aren’t typically implemented right away, but they create long-term brand equity that compounds over time. Eventually, customers choose the brand because it feels familiar, even before they’ve used it.

Final Thought: Marketing Isn’t a Department, It’s a Growth Engine

Dr. Connor Robertson doesn’t treat marketing as a “nice-to-have” afterthought. For him, marketing is a growth engine that’s installed early, measured weekly, and continuously refined. His playbook is not focused on creative flair, but on systems that drive revenue, build trust, and make the business a significant presence in its market. If you’re trying to grow a small business after acquisition, this approach is not optional. It’s the difference between remaining small and scaling successfully.

To see more of Dr. Connor Robertson’s marketing systems in action, visit www.drconnorrobertson.com.

Disclaimer: The strategies outlined in this article reflect Dr. Connor Robertson’s personal approach to marketing and business growth following an acquisition. While these methods have been effective in many cases, individual results may vary depending on the specific business context, market conditions, and other factors. The content is intended for informational purposes only and should not be seen as a guarantee of success. Readers are encouraged to assess their unique circumstances and consult with relevant professionals or experts before implementing any of the strategies discussed.