Business

Plumber to CEO: Your Destiny isn’t Pre-Planned

Published

5 years ago

November 3, 2020

Chances are you’re not doing the career path you choose in elementary school. Additionally, you may have changed professions at least once already in your life. Financial Times suggests people plan for five careers in a lifetime. So, the truth is, your future isn’t pre-ordained.

Don’t Settle on Your First Choice

At 17, Darren Cabral started working as an apprentice plumber in Toronto’s housing projects. Hating the aspect of sitting behind a desk all day, he chose 80-hour weeks doing backbreaking labor in all weather conditions. By 20, Darren was already burned out.

His parents, immigrants that spent many years laboring, wouldn’t allow him to quit without trying to better his life. Darren went back to school and started working on his own business at the same time. Not years, but months after leaving the plumbing profession, he launched his first successful business—Toronto Skycam.

A year later, Darren sold his aerial imaging company to a larger tech firm.

Don’t Look Back

Darren Cabral didn’t lightly jump from one industry to another. He had over 3,000 hours invested in plumbing. He knew it would be a steady income and a pandemic-proof career. After all, people are always going to need plumbers. Had Darren stayed in that mindset, he would have never reached his true potential.

Don’t Stop Growing

Darren didn’t stop working on his future prospects when he started college. He kept pursuing successful business opportunities. Likewise, after selling Toronto Skycam, he didn’t stop building from his ideas.

The seasoned entrepreneur decided to move onto the digital marketing industry. He wasn’t qualified. But that wasn’t a barrier. He learned the ins and outs of social media advertising on Facebook and Instagram.

In 2016, the entrepreneur started Suits Social, a social media marketing agency that focuses on Facebook and Instagram advertising. Generating millions of dollars a month for their clients in a half dozen industries, helping them sell online, build their brand, and increase revenue in a very measurable way.

Don’t Give Up

Like working as a plumbing apprentice, he threw himself into learning and working, spending 60 to 70 hours a week in online marketing. The lack of experience and references hurt. Darren pursued every avenue of digital advertising, learning everything he could. Finally, after six months, he signed his first client.

At the end of the year, he made $18,000. Some people would give up at that point. Instead of throwing in the towel, Darren worked harder. After three years of not stopping, he’s a successful digital marketer. He’s the CEO of Suits Social and has days where he earns more in 24 hours than he did during his first year in the industry.

Don’t Let Education Stop You

If Darren Cabral let educational barriers get in the way of his goals, he wouldn’t be the CEO of a successful digital marketing agency. He taught himself everything he needed to know about digital marketing. Combined with his business education, Darren’s business, Suits Social, saw 2700% growth over three years.

His philosophy? Focus on results! Everything Suits Socal does revolves around running Facebook and Instagram ads as profitably as possible while providing measurable results across the board. His customers always know how their ads are performing and see results in realytime 24/7/365 no surprises. Don’t lock yourself into one mindset. Be like Darren, and never stop striving for more. There’s no reason you can’t go from sitting in a cubicle to the head seat in the boardroom.

Business

The Key Components of a Successful Digital Marketing Strategy

Published

3 days ago

November 16, 2025

Matthew Wiles

In today’s hyper-connected world, a well-defined digital marketing strategy is essential for any business that wants to grow, build brand trust, and stay competitive. Whether you’re a local retailer, an eCommerce business, or a professional service provider, your online presence plays a major role in shaping how your audience perceives you. For example, industries like legal services are increasingly recognising the benefits of specialised digital marketing for law firms to attract and engage clients in an increasingly digital marketplace.

Below, we explore the key components that make up a successful digital marketing strategy—and how to align them with your business goals.

Clear Objectives and Measurable Goals

Every effective strategy begins with a clear understanding of what success looks like. Your goals might include increasing website traffic, generating leads, improving search engine visibility, or enhancing customer retention. Setting SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives helps ensure that each marketing activity contributes to tangible outcomes.

A Strong Brand Identity

Your digital marketing efforts should reflect a cohesive brand identity that resonates across every channel—your website, social media, email campaigns, and online ads. Consistent visual design, tone of voice, and messaging establish credibility and make your business instantly recognisable.

Search Engine Optimisation (SEO)

SEO remains the backbone of digital visibility. From on-page content optimisation and keyword targeting to technical site health and link-building, SEO ensures your business appears where customers are actively searching. Local SEO, in particular, helps businesses connect with audiences in specific geographic areas—an essential tactic for professionals and service-based businesses.

Engaging Content Marketing

High-quality, relevant content builds authority and nurtures relationships. Blogs, videos, infographics, podcasts, and whitepapers provide opportunities to educate, entertain, and inspire your audience. Great content not only boosts SEO performance but also establishes your brand as a trusted industry leader.

Social Media Engagement

Social platforms allow you to interact directly with your audience, showcase brand personality, and promote your services. The key is to use the right platform for your audience—LinkedIn for B2B engagement, Instagram for visual storytelling, or Facebook for community connection. Regular posting, active engagement, and data analysis are crucial for success.

Paid Advertising (PPC and Social Ads)

Paid campaigns can provide immediate visibility and lead generation, especially when combined with strong targeting and data insights. Tools like Google Ads and Meta Ads Manager allow you to reach specific demographics, remarket to previous visitors, and maximise ROI through ongoing optimisation.

Email Marketing and Automation

Email remains one of the most effective tools for nurturing relationships. Automated workflows can deliver personalised experiences, keeping leads engaged throughout the buyer journey. From newsletters to drip campaigns, consistent and value-driven communication is key.

Data Analytics and Continuous Optimisation

No digital marketing strategy is complete without performance tracking. Tools like Google Analytics, social insights, and CRM data reveal what’s working—and what’s not. Regularly reviewing metrics enables businesses to refine their strategy and continually improve results.

Final Thoughts

A successful digital marketing strategy is more than a checklist—it’s an evolving framework built on research, creativity, and constant learning. When each component works together seamlessly, your business can attract, engage, and convert customers more effectively, while maintaining a powerful and professional online presence.