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 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.