Just Writing a Check for Marketing Won’t Grow Your Business

Posted by David Chism | Tue, Feb 12, 2019

 Just Writing a Check for Marketing Won’t Grow Your Business

If you pay it, they will come… right? 

I’ve seen many con­trac­tors over the years write hefty checks to print pub­li­ca­tions, spe­cial­ized inter­net mar­ket­ing ven­dors, and even me in the hopes that just by writ­ing the check and step­ping back, the leads will come and change their business.  I’ve seen the sce­nario above play out many times — I’ve even had a few past cus­tomers hire me as a mar­ket­ing man­ag­er, for exam­ple, and then dis­con­nect so I can work my mag­ic.” I have learned a lot since start­ing my own busi­ness in 2009, and have grown a bit wis­er over the years in regard to how I view con­trac­tors and the way they spend their hard-earned mar­ket­ing dol­lars. I’m also the first to tell you that mar­ket­ing isn’t mag­ic. In all hon­esty, I have since stopped work­ing with com­pa­nies who are dis­con­nect­ed from the over­all mar­ket­ing plan we devel­op. I know it won’t be suc­cess­ful when a com­pa­ny just set­tles for the spray and pray” method, throw­ing dol­lars at an ini­tia­tive and hop­ing some­thing sticks and pays off.

Sim­ply Writ­ing a Check Is Nev­er Enough

marketing plans for contractors Mar­ket­ing is a vital part of one’s busi­ness. It is the very lifeblood that either gives you an awe­some rep­u­ta­tion, or just the oppo­site. And mar­ket­ing, when it’s done right and effec­tive­ly, MUST be a team effort. This does­n’t mean the own­er of a con­tract­ing busi­ness needs to be heav­i­ly involved with mar­ket­ing (after all, I’m often hired to help save them time!). The own­er does, how­ev­er, need to know how impor­tant mar­ket­ing is to grow the busi­ness, and make sure his or her com­pa­ny sees it as being just as impor­tant as their dai­ly work on the job site. Each check you write for mar­ket­ing should be part of an over­all plan and strat­e­gy. When your phone rings, espe­cial­ly in the slow sea­son, don’t be quick to sign up for a new mar­ket­ing tool, plan, or pack­age (“sign up today and watch the leads pour in!”). In most cas­es, they’re a shiny lure and will dis­tract you from your real plan.

What’s the Take­away for 2019?

This is a reminder that as we entire into anoth­er year in busi­ness, you need to make sure your entire team is aware of your com­pa­ny’s mar­ket­ing strat­e­gy. To get an idea of what this kind of con­sis­tent, unit­ed plan­ning can look like, I wel­come the office staff, oper­a­tions, and sales staff to sit in on my mar­ket­ing calls with clients. I have even gone a step fur­ther and done short webi­na­rs for the field employ­ees so they are aware of why we mar­ket the way we do. Every­body needs to be in on the plan and goals to make the plan be just as effec­tive as possible.

About David Chism

David Chism started his business out of a passion for helping small contracting businesses grow, be more profitable and become better known to their target clients. One lifelong hobby of David is using techie gadgets. So this blog is a place where he writes about technology, marketing ideas, just for fun (humor), personal thoughts on small business and more.


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