Podcast Archive

Your one-stop shop for everything marketing!

Sandi specializes in working with in the construction trades.

  • Why the marketing piece of it is so crucial in getting your name out there.
  • Figuring out a system.
  • Why when figuring your target market it goes farther than just demographics
  • Is there a gap in the market that you can step in and fill?
  • Target marketing campaigns creating a very consistent touch what it looks like.
  • We talk about the seven touches of marketing.
  • We talk about the importance of relationship building through multiple touches.
  • The importance of using the WWIFM principal in your marketing.

Sandi’s contact information 813-407-2013 or SBurnside@cclogan.com 

Yelp is not often the first choice for marketing your contracting business.

When most people think of ways of marketing their contracting business, the first resource that comes to mind is Facebook, Twitter, Pinterest or another social media site. But there is a hidden resource that you can use very much to your advantage! Yelp can be just the thing to help brand your contracting business.

Yelp is a review site that people use to give feedback about a business. Not only is it a business review site, but it is a great clearing house for events and special offers. Even better, it’s trying to work its way into the social networking world by giving people the ability to “friend” and talk with other members of Yelp.

Just thinking about reviews alone, there are over 9 million local reviews. Certainly a great source to find out what people in your area really think about a service or business. Which is why, as a contracting business owner, it’s a great place to build positive exposure. After all, smart people check on a business before using it for something as important as contracting. Yelp is one place they go to look.

So how can you leverage Yelp in your marketing?

First, join and write reviews of other businesses that you do business with. It’s important to have a robust and active profile. Keep that profile consistent with your other social media marketing. In other words, brand across them.

Next, use the interests area to link to your website, blog, and other profiles. When you review other businesses, be honest and fair, and let the business know you reviewed them so they can respond. That also means you need to not only read the reviews of your business, but respond to them as well. Again, be honest and fair and make sure to address concerns adequately. Also make sure to add recommendations of other businesses to your clients.

Don’t forget to ask your customers and clients to rate you on Yelp. This is important because when you get a good review you get a front page link on the search engines. More positive exposure. To make sure people can find your Yelp listing put a link in your email signature, put it on your business profiles, website and blog site, and post it where customers and clients will see it. Also use the smartphone app and encourage customers to do the same.

Yelp has many more features, so go check it out and jump in to this great marketing tool!

This one is about GOOD contractor marketing, how to create good direct response marketing with a call to action.

We go through seven steps to creating a successful ad and how you appeal to that emotion. How to get your piece of marketing in the A pile. What makes it captivating is it the headline the offer could it be both?

We discuss how to have your marketing be the information giver, prescreens them predisposes them and warms them up for the sale. We go over what you need to have great  marketing and know what you should expect so that you don’t get bullied by sellers of bad advertising!

This one is about the types of bad contractor marketing pieces what to look for and what not to do. We are going to talk about bad marketing and what a bad marketing piece really looks like.

Bad contractor marketing makes no real compelling offer to the consumer. We talk about the proper and improper place to put your to put your information, your logo.

Why cluttered ads get glossed over by the consumer. And why cluttered ads don’t bring you the return you would like.

Why in your marketing dollar amounts in savings are more effective than percentages.

We discuss why some discounts actually can scare the potential customer away. Why some postcards pull better than others even with the same content on them.

Examples of BAD marketing download

Contractor Secret Weapon first podcast

Have you really thought about your contractor marketing? Join us today as we look at the 3 categories of contractor marketing, the good, the bad and the boring!

We are going to start with the boring side of the marketing which most contractors gravitate to.

We will give you enough information to know what boring marketing is and show you how to stay away from it! We also help you discover how to move your marketing in the right direction so you can get an actual return on your marketing investment and not feel like you are throwing money into a black hole, knowing you need to market but not knowing if it is actually working.

Examples of BORING marketing download

If you are like most of us, hearing the title, Social Media Marketing for Contractors probably made you cringe. We are all so sick of hearing about social media and how it can help grow your contracting business…but can it really?

Well, I can’t think of a better industry for social media than contracting. EVERYTHING we do is a physical event…putting in cabinets, fixing toilets, painting…all are prime candidates for being interesting on social!

What Is Social Media

Now please don’t skip this part, it is not some lame, social media description but actual information that you need to be able to succeed in your marketing efforts!

Social media is a way for people to connect, gain social popularity and figure out if they are normal or not. If someone is cruising down their Facebook timeline and sees a post they approve of and it has hundreds of likes, they will probably be comfortable liking it too. If they see a great picture on Pinterest see that is has a lot of repins, they know that they are on the right track.

Now, don’t get us wrong, the goal of social media is NOT to just collect likes and shares, it is to SELL SOMETHING…mostly your services, possibly some products. What you need to do with social media is find out what YOU are good at, could be writing, might be taking movies of yourself or maybe even just snapping a photo or two with your smart phone. Then you need to take those mad skills you have and start sharing your business with the world.

Based on what you like to do, here are our top sites for using social media:

Writing…if you like to write, you must get a blog! Having a place to express your thoughts and words PLUS a place to drive all your social media traffic to is mandatory for our writers. A good rule of thumb for blogging is one good keyword targeted post a week. Writers can also succeed on Google Plus which does not penalize long form content as much as Facebook does and could list your post in the actual Google search engine if you get your keywords right!

Videos…all social media will be going to videos and pictures within the next few years. Learning how to make a video with your smart phone is a GREAT idea. You can even upload directly from your phone to YouTube (the only video site we recommend you use!) Learning to use your video camera is not hard and will make a HUGE difference in your social success.

Pictures…no beating around the bush here, pictures are the MOST popular things that people post on social media. If you become even a little proficient at taking nice pictures of what you are working on, you will have A LOT of content to use and share on social.

Well hopefully that helps give you a good overview of social media marketing for contractors. We will be drilling down on all the bits during our podcasts, make sure you get signed up to get them all!

With all the new changes coming in from Google, Contractor SEO (search engine optimization) is even more important than ever when naming your products and services (we know most of you already have a great company name and we are not going to ask you to change it!)

What new changes from Google you ask? Google is no longer providing access in their analytics to see what keywords people have used to search for your website. This is devastating to those of us who care about these things, but we really believe it will open up a door for smaller companies to compete on an even footing when the big guys can’t use this data to manipulate search results.

So what does this have to do with naming your products or services? We see A LOT of contractors who have gotten a hold of a branding or marketing book that says to “BE MEMORABLE”, suggesting that they name their pressure washing services something cute like “Joes with a hose”…now don’t get us wrong, we think that is catchy too, BUT it will not be found on Google for what Joe is actually selling, “pressure washing in Spokane Washington” or something like that.

With today’s connected online world, this is even more important than ever! You will have many opportunities to list your products and services, each which comes with a chance that someone will do a search, find you and call for a quote….here are just a few of the places that you can list your services:

  • On your website
  • Any associations that you belong to (fill out the whole profile, this is a GREAT source of referrals)
  • LinkedIn profile page
  • LinkedIn company page
  • Facebook business page (the profile data is hidden in FB and Google can’t see it)
  • Google+ profile description
  • Google+ company description
  • Pinterest board descriptions
  • YouTube video titles

Now, there are about a gagillion more, but I think you are starting to get an idea…name your products and services something that you would actually like to get found for!