Trades Secrets: Contractor Marketing

Are You Buying Results, Rankings, Software, or Just Better-Sounding SEO? | Ep 72 | Trades Secrets: Contractor Marketing

Mon, 22 Jun 2026 07:00:00 -0400

In this episode of Trades Secrets: Contractor Marketing, we tackle one of the most confusing challenges contractors face when evaluating marketing agencies and services: understanding what they're actually buying. Are you investing in results, rankings, software, a marketing strategy, or simply a better sales pitch? Based on a real-world contractor scenario, Amanda and Devon break down the marketing jargon, guarantees, and promises that often make it difficult to compare agencies apples-to-apples.

The discussion explores how contractors are constantly approached by agencies offering "Google Maps dominance," guaranteed rankings, proprietary systems, and other attractive-sounding solutions. But when you look under the hood, many of these offerings may be repackaged versions of services you are already receiving—or solutions that only address one small piece of a much larger marketing puzzle.

Amanda and Devon explain why contractors should be cautious of the "easy button" mentality in marketing. Today's buyers move across multiple platforms, from AI-powered search results and Google Maps to reviews, websites, social media, and referrals before making a decision. A strategy focused on a single channel may improve visibility in one area while leaving significant gaps elsewhere.

The episode also dives into how to evaluate agency contracts, what questions to ask before signing, and how to identify the difference between rankings, leads, appointments, revenue, and profit. They discuss the importance of understanding whether an agency is providing strategy, implementation, software, reporting, or a combination of all four. Listeners will also learn why guarantees should be examined carefully and why contractor participation—such as review generation, answering the phone, and local community involvement—often plays a major role in marketing success.

One of the most valuable sections of the conversation focuses on the difference between Google Maps rankings, the Local 3-Pack, and organic search results. Amanda and Devon explain why these are not the same thing, how each operates differently, and why contractors should fully understand what an agency is promising before signing a long-term agreement.

Ultimately, this episode emphasizes that successful contractor marketing rarely comes from a single tactic or channel. Instead, it comes from a clear strategy, honest communication, strong tracking, consistent execution, and a marketing partner that understands how all the pieces work together.

Key Takeaways:

Rankings, leads, appointments, revenue, and profit are not the same thing—know what you're actually buying.
Ask whether an agency is providing strategy, implementation, software, reporting, or a combination of services.
Be cautious of one-channel marketing solutions that promise to solve every business problem.
Understand the difference between Google Maps, the Local 3-Pack, and organic search results.
Read guarantees carefully and understand what responsibilities fall on you as the contractor.
Strong marketing partnerships focus on long-term strategy, not just short-term promises.

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here:

https://tradessecretpodcast.com

Find out how we can help you grow your business:

https://elevmarketing.com

Read about the latest in the field:

https://elevmarketing.com/blog

Connect with us on social media:

Facebook
X
Instagram (Elevation Marketing)
Instagram (Trades Secrets)
LinkedIn

Trades Secrets: Contractor Marketing is for home services contractors looking for easy-to-implement marketing tips and strategies. This podcast is for you if you're looking for actionable marketing tactics that are not over your head and apply to ALL trades. We'll keep you apprised of what's new and what should be on your radar for all things digital marketing.

Find out how we can help you grow your business: https://elevmarketing.com/

Trades Secrets: Contractor Marketing is for home services contractors and who are looking for easy to implement marketing tips and strategies. This podcast is for you if you're looking for actionable marketing tactics that are not over your head, and apply to ALL trades. We'll keep you apprised of what's new, and what should be on your radar for all things digital marketing.

Speed-to-Lead: Why Contractors Lose Leads to Faster Competitors | Ep 71 | Trades Secrets: Contractor Marketing

Mon, 09 Mar 2026 07:00:00 -0400

In this episode of Trades Secrets: Contractor Marketing, we break down one of the biggest reasons contractors lose jobs—even when their marketing is working: slow speed-to-lead.

Amanda and Devon discuss why speed-to-lead is critical for converting marketing leads into booked estimates and real jobs. They walk through common scenarios contractors face—calls that go unanswered, form submissions sitting in an inbox, or callbacks happening 30–45 minutes later. In many cases, the homeowner has already contacted other contractors and scheduled an inspection.

Ultimately, this episode highlights a simple principle: speed-to-lead can make or break your marketing results.

Key Takeaways:

Respond to new leads within minutes whenever possible.
Homeowners often contact multiple contractors at the same time.
Slow workflows like shared inboxes or delayed callbacks can cause hot leads to go cold.

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics here:
https://tradessecretpodcast.com

Find out how we can help you grow your business:
https://elevmarketing.com

Read about the latest in the field:
https://elevmarketing.com/blog

Connect with us on social media:

Facebook
X
Instagram (Elevation Digital Marketing)
Instagram (Trades Secrets)
LinkedIn

At Elevation Marketing, we have a tight team of experts in SEO or Search Engine Optimization, Google Ads, Google Local Service Ads, Google Display, Social Media Ads, Search Engine Marketing (SEO)

Where Do I Start with Paid Media? | Ep 70 | Trades Secrets: Contractor Marketing

Mon, 23 Feb 2026 07:00:00 -0500

In this episode of Trades Secrets: Contractor Marketing, we break down the question contractors ask constantly: where do I even start with paid media, especially if you have tried ads before and felt like they didn’t work. We walk through the major channels contractors get pitched, and explain why you do not need to spend everywhere at all times to win with paid.

Amanda shares the decision framework they use to choose the right platform for a specific contractor, and why the first step is almost always understanding the business, the goal, and any historical results before spending another dollar. A major theme is avoiding order takers in paid media, using proper landing pages instead of driving expensive clicks to a homepage, and recognizing how recent AI improvements in platforms like Meta and Google Ads are changing what is possible when campaigns are set up and optimized correctly.

Key Takeaways:

Start with the question: where should my 2026 budget go and do not assume a platform is dead just because a past test failed.
The channel list is huge, so simplify to the most common ones first (examples mentioned include Angi, Meta, LSA, display, and YouTube).
Do not hire an order taker for paid media. A real partner audits what you have done, studies the data, and then recommends what to run and why.
Landing pages are a lever. One of the biggest mistakes they see is sending expensive service keywords to a homepage instead of a focused landing page, which can dramatically improve results.
The core principle: match the platform to the objective. Optimize for the outcome you actually want (example mentioned: booked estimates, not just lead forms).

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Facebook
X
Instagram (Elevation Digital Marketing)
Instagram (Trades Secrets)
LinkedIn

At Elevation Marketing, we have a tight team of experts in SEO or Search Engine Optimization, Google Ads, Google Local Service Ads, Google Display, Social Media Ads, Search Engine Marketing (SEM), Content Marketing, and Conversion Rate Optimization (CRO). With a niche focus on Contractor Marketing and working for the Trades, we've been able to make a significant impact on our home services clients. We are more than an agency, we're your marketing partner. Elevating you elevates us. Email us at experts@elevmarketing.com to talk!

Where Do I Start with Online Visibility? | Ep 69 | Trades Secrets: Contractor Marketing

Mon, 09 Feb 2026 07:00:00 -0500

In this episode of Trades Secrets: Contractor Marketing, we break down the real question behind all the buzzwords: where should a contractor actually start to get found online in search and in AI-driven results. We cut through the noise around constantly evolving acronyms like AEO and explain how these tactics connect back to the same fundamentals, then map out a practical way to decide what you need based on your business type and your buyer’s journey.

Instead of telling you to “buy SEO,” we explain why your first lever is brand clarity and consistency across the web, then a real assessment before you spend. Learn how trust signals (especially reviews and consistent business info) influence whether humans and algorithms believe you, and why local visibility strategies look very different for a trades business with urgent, transactional searches versus a GC or custom builder with a longer consideration cycle.

Key Takeaways:

Google’s Trust Framework EEAT (experience, expertise, authoritativeness, trust) is the lens for what you should fix first.
Do a brand audit on yourself: if your name, address, phone, website, logo, or old URLs are inconsistent across platforms, fix that before buying “a package.”

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Facebook
X
Instagram (Elevation Digital Marketing)
Instagram (Trades Secrets)
LinkedIn

How Stephen Spallo Scaled A Contracting Business from $2 Million to $7 Million in Two Years | Ep 68 | Trades Secrets: Contractor Marketing

Mon, 12 Jan 2026 07:00:00 -0500

In this episode, we sit down with Stephen Spallo, now the Chief Operating Officer at Stag Homes Design Build. Before stepping into that role, Stephen played a key part in growing a residential contracting company from $2 million to $7 million in just two years. He shares the lessons, leadership mindset, and systems that made it possible.

A major turning point in his journey was reading Traction: Get A Grip On Your Business by Gino Wickman, which he credits throughout the episode as a game-changer for how he runs operations. Stephen breaks down how business owners can apply these concepts in real life without getting overwhelmed.

Whether you're in construction, operations, or just trying to scale your business the right way, this conversation delivers sharp and practical insights from someone who’s lived it.

Key Takeaways:

Traction by Gino Wickman shaped his entire business philosophy
Systems are the secret weapon for scaling service-based companies
Good people and employees are hard to find - make the most out of them
Be 1% better than you were yesterday, and you will see success

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Facebook
X
Instagram (Elevation Digital Marketing)
Instagram (Trades Secrets)
LinkedIn

2025 In Review - What You Can Expect In 2026 | Ep 67 | Trades Secrets: Contractor Marketing

Mon, 29 Dec 2025 07:00:00 -0500

In this reflective episode of Trades Secrets, Amanda and Devon review everything that 2025 taught us about marketing, research, agency life, and more. What worked? What didn’t work? And most importantly, why.

This is not just a look back. It’s a look forward - through the lens of curiosity, intentionality, and growth. The hosts also outline how they’re thinking about 2026: where to double down, what to release, and how to create work that aligns with your values.

Key Takeaways:

AI is here to stay; however, the correct implementation and guardrails are the keys to success with AI in your business
Brand Awareness is critical - make sure all of your branding is cohesive and easy for Google to understand what you do and where you do it
Reviews are still king and will continue to be in 2026

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Facebook
X
Instagram (Elevation Digital Marketing)
Instagram (Trades Secrets)
LinkedIn

AI Hallucinations - What They Are and How to Fix Them | Ep 66 | Trades Secrets: Contractor Marketing

Mon, 15 Dec 2025 07:00:00 -0500

In this mind-bending episode, Amanda and Devon dive headfirst into the weird and wild world of AI hallucinations. What does it really mean when artificial intelligence "hallucinates"? Why do these systems sometimes get facts completely wrong with absolute confidence? And what can you do to stop it?

Check out the Truth Protocol below to help your AI assistant stop hallucinating and start helping!

The Truth Protocol: (Give this to your favorite chatbot)

1. Frame the claim. Specify the question/claim, audience, geography, and timeframe.

2. Sources & freshness (3–5). Prefer primary/official or first-party data; record title • publisher • date; prefer recent sources and note any “last major update.”

3. Reconcile & rank evidence. Resolve conflicts: primary > secondary; newer > older; consensus > outlier. Note disagreements.

4. Objectivity guard. Remove bias. If interpretation/opinion is requested, label it and tie it to cited evidence.

5. Show your work. For numbers: show calculations/assumptions. For qualitative claims: summarize the reasoning chain.

6. Cite transparently. Inline-cite every non-obvious claim (source name + date). No fabricated or AI-generated citations.

7. Uncertainty & final gate. State confidence (High/Med/Low) + known gaps. If key facts can’t be verified, say “I cannot confirm this” and don’t assert. Before posting, ask: “Are all claims verifiable, current, bias-free, and cited?” If not, revise. Add “Last checked: YYYY-MM-DD.”

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Connect with us on social media:

Facebook
X
Instagram (Elevation Digital Marketing)
Instagram (Trades Secrets)
LinkedIn

Imposter Syndrome is a Superpower | Ep 65 | Trades Secrets: Contractor Marketing

Mon, 01 Dec 2025 10:00:00 -0500

Everyone feels like a fraud sometimes. But what if that feeling isn’t a weakness, but a sign that you are growing into something bigger? In this episode of Trades Secrets, Devon and Amanda dive deep into imposter syndrome and reveal how it can actually become one of your greatest tools in business and marketing.

Whether you’re a contractor building a business or a marketer trying to prove your value, this episode will help you rethink your self-doubt and turn it into fuel.

Episode Highlights:

What is Imposter Syndrome?
How to use Imposter Syndrome to your advantage

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Facebook
X
Instagram (Elevation Digital Marketing)
Instagram (Trades Secrets)
LinkedIn

3 Ways to Generate More Leads in 2026 | Ep 64 | Trades Secrets: Contractor Marketing

Mon, 17 Nov 2025 08:00:00 -0500

In this episode of Trades Secrets, we are finally together in person for a special retreat edition of Trades Secrets. We share three simple and effective ways for contractors to attract more leads in 2026. Whether you are just getting started or running a large, established company, these lead generation strategies will help you bring in more business and grow consistently.

We break down how to get a steady stream of Google reviews, how to use Google Local Service Ads (GLSA) to drive quality leads, and why adding interactive tools like instant roof quotes or siding visualizers to your website can build trust and engagement.

We also explain how to nurture those new leads through smart follow-up strategies that keep your business top of mind when it is time for customers to make a decision.

Episode Highlights:

Reviews Matter: Build credibility with consistent reviews, respond quickly, and get your whole team involved.
Use Google Local Service Ads: These ads can outperform traditional Google Ads and deliver better results when managed correctly.
Add Interactive Website Tools: Instant roof quotes, siding visualizers, and other engagement tools help customers take the first step toward contacting you.

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Facebook
X
Instagram (Elevation Digital Marketing)
Instagram (Trades Secrets)
LinkedIn

At Elevation Marketing™, we have a tight team of experts in SEO or Search Engine Optimization, Google Ads, Google Local Service Ads, Google Display, Social Media Ads, Search Engine Marketing (SEM), Content Marketing, and Conversion Rate Optimization (CRO). With a niche focus on Contractor Marketing and working for the Trades, we've been able to make a significant impact on our home services clients. We are more than an agency, we're your marketing partner. Elevating you elevates us. Email us at experts@elevmarketing.com to talk!

Raise the Roofle: How Smart Contractors Are Selling Roofs in a Click | Ep 63 | Trades Secrets: Contractor Marketing

Mon, 03 Nov 2025 08:00:00 -0500

In this episode, we sit down with Roofle’s Matthew McDaniel and Chris Morris to uncover how instant roof quote technology is transforming the way contractors sell, market, and scale their businesses. From its early beginnings as a B2C experiment to its evolution into one of the most impactful SaaS platforms in home improvement, Roofle is helping contractors close more deals, build trust faster, and operate with unmatched efficiency.

The conversation dives deep into how buyer behavior has shifted in the era of instant answers, why pricing transparency builds credibility instead of fear, and how agencies like Elevation Marketing are using Roofle’s reseller program to give smaller contractors the same edge as major players.

Episode Highlights:

How Roofle Was Born - Matthew shares how his background in contracting inspired Roofle’s creation and how the team identified a massive gap in online sales enablement for roofing.
The Power of Instant Quotes - Consumers now expect instant answers. Roofle empowers contractors to meet that demand while improving transparency and trust.

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Facebook
X
Instagram (Elevation Digital Marketing)
Instagram (Trades Secrets)
LinkedIn

Connect with Matthew McDaniel, Founder & Chief of Product:

Roofle-ution | Ep 62 | Trades Secrets: Contractor Marketing

Mon, 20 Oct 2025 10:00:00 -0400

In this episode of Trades Secrets, we share our candid story of how we went from Roofle skeptics (the popular satellite-based roofing calculator) to becoming official resellers (and to be honest, huge fans).

We break down how the tool has evolved over the last few years, what’s changed in buyer behavior, and why interactive quoting tools like Roofle are becoming essential for contractors in today’s digital-first marketplace.

Episode Highlights:

Then vs. Now: How Roofle went from slowing down websites and attracting tire-kickers to becoming a fast, high-quality lead generator.
Evolving Buyer Behavior: Why today’s homeowners expect instant quotes, real-time engagement, and digital convenience.
Marketing Integration: How Elevation Marketing’s paid and organic strategies supercharge Roofle’s performance.
Sales Enablement: How contractors are using Roofle as a live sales tool in the home to close more deals faster.
Pipeline Growth: How to turn a simple website plugin into a full pipeline-filling system with three-tier Roofle programs.

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Facebook
X
Instagram (Elevation Digital Marketing)
Instagram (Trades Secrets)
LinkedIn

Why Paid Media Management Fees Exist | Ep 61 | Trades Secrets: Contractor Marketing

Mon, 29 Sep 2025 08:00:00 -0400

In this episode of Trades Secrets, we pull back the curtain on one of the most misunderstood costs in contractor marketing: paid media management fees. Whether you’ve wondered why agencies charge 15-25% of ad spend or questioned what exactly happens behind the scenes, this conversation breaks it down in plain English.

From Google Ads optimization to negative keyword management, reporting transparency, and how often campaigns really need a tune-up, we cover what contractors should expect (and demand) when trusting someone else with their ad dollars. This is your guide to making sure every penny counts.

Episode Highlights:

The 15–25% Rule: Why most agencies charge a percentage of ad spend and when flat fees make sense
Under the Hood: Weekly tasks agencies should be doing in your account, from landing page tweaks to ad copy optimization
Red Flags in Reporting: How to spot vanity metrics and insist on true cost-per-lead data
Change History Check: A simple way to verify your agency is actually working on your campaigns
Testing & ROI: Why you need at least 90 days to judge performance and why “set it and forget it” will burn your budget
Hot Tip: Why decks (not roofs) are the current sweet spot in exterior contractor ads

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Facebook
X
Instagram (Elevation Digital Marketing)
Instagram (Trades Secrets)
LinkedIn

At Elevation Marketing we have a tight team of experts in SEO or Search Engine Optimization, Google Ads, Google Local Service Ads, Google Display, Social Media Ads, Search Engine Marketing (SEM), Content Marketing, and Conversion Rate Optimization (CRO). With a niche focus on Contractor Marketing and working for the Trades, we've been able to make a significant impact on our home services clients. We are more than an agency, we're your marketing partner. Elevating you elevates us. Email us at experts@elevmarketing.com to talk!

Shopping for a Marketing Agency in 2026 | Ep 60 | Trades Secrets: Contractor Marketing

Mon, 15 Sep 2025 08:00:00 -0400

In this episode of Trades Secrets, we look ahead to one of the most important decisions contractors will face in the coming year: shopping for a marketing agency. Choosing between productized services, full-service partnerships, or even AI-driven tools isn’t easy, and the wrong move can waste both time and money.

We break down how to evaluate whether you need lead generation, branding or both, and what to expect when you step into the agency world. If you already have an agency, we will go over how to know if you’ve partnered with the right one and what you need to do to make the most out of your investment in them.

Episode Highlights:

Service vs. Product: Why “easy button” agencies rarely deliver and what it means to treat marketing like a true partnership
Lead Gen or Branding? The first question you need to answer before hiring an agency
AI Tools & Automation: Where technology helps and where it falls short compared to strategy
Transparency & Reporting: What to demand from your agency beyond vanity metrics
The Commitment Factor: Why a 6–12 month runway is essential for real results

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Facebook
X
Instagram (Elevation Digital Marketing)
Instagram (Trades Secrets)
LinkedIn

Goodbye Leads: What Kills Your LSA Ranking | Ep 59 | Trades Secrets: Contractor Marketing

Mon, 16 Jun 2025 08:00:00 -0400

In this episode of Trades Secrets, we tackle one of the most frustrating—and powerful—tools in contractor marketing: Google Local Service Ads (LSAs). What used to be a golden ticket for lead generation has become a minefield of missed calls, dropped rankings, and Google’s ever-changing rules. We break down how LSAs actually work in 2025, what’s changed, and what you can do to get back in Google's good graces.

From insider tips on profile optimization to the real consequences of missing one phone call, this episode is your blueprint for managing—and mastering—LSAs in today’s hyper-competitive landscape.

Episode Highlights:

The LSA Decline: Why leads dried up overnight—and the hidden rules that may be punishing your profile
Missed Call Mayhem: The harsh reality of one unanswered phone ringing and what it does to your LSA standing
Responsiveness = Ranking: How fast and detailed you respond to LSA inquiries directly impacts visibility

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Facebook
X
Instagram (Elevation Digital Marketing)
Instagram (Trades Secrets)
LinkedIn

Who is Elevation Marketing?

Content is Critical: Low Investment & High ROI | Ep 58 | Trades Secrets: Contractor Marketing

Mon, 02 Jun 2025 08:00:00 -0400

In this episode of Trades Secrets, we take a deep dive into the real engine behind high-performing SEO: content—not the generic, AI-scraped fluff, but the kind that moves the needle, drives leads, and builds long-term authority. We peel back the curtain on how truly impactful content is created, sharing insights from years of working with contractors and real-world success stories that prove the ROI.

You’ll learn what separates a $200 blog from one that generates thousands in revenue, why some blogs get 80,000+ Google impressions, and how the best content is always rooted in real client conversations. From EV charger blog breakthroughs to Google’s AI overview summaries, this episode will shift how you see Content forever.

Episode Highlights:

Content is ROI - Content is an ASSET
The human factor in making great content

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Facebook
X
Instagram (Elevation Digital Marketing)
Instagram (Trades Secrets)
LinkedIn

Who Are We?

‘About Us’ Pages Are Really About Them | Ep 57 | Trades Secrets: Contractor Marketing

Mon, 12 May 2025 12:00:00 -0400

In this episode of Trades Secrets, we take a fresh look at one of the most overlooked—but most visited—pages on your website: the About Us page. Inspired by insights from Marcus Sheridan and supported by real data from their own client base, the hosts break down how to turn a stale About page into a powerful trust-building, conversion-driving asset.

You’ll learn why a “me, me, me” approach falls flat—and how to write an About page that actually addresses what your customer cares about most: their problem, and how you solve it better than the rest.

“You want to use your About Us page to talk about how you're solving a pain point. You understand their problem. And this is what makes your company unique and the way that you solve the problem.” – Episode Highlight

Episode Highlights:

The surprising 66% increase in About Us page visits (based on real contractor data)
What people are really looking for when they click on your About page
How to use your About page to show you understand the client’s pain points
The difference between bragging and building trust
How to make your unique selling proposition crystal clear
The importance of outcome-based language: “Here’s what you get when you choose us”

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Facebook
X
Instagram (Elevation Digital Marketing)
Instagram (Trades Secrets)
LinkedIn

Why Website Maintenance is a MUST in 2025 | Ep 56 | Trades Secrets: Contractor Marketing

Mon, 28 Apr 2025 12:00:00 -0400

In this episode of Trades Secrets, we unpack the confusing world of website hosting and maintenance—what it really means, why it matters, and how skipping it can hurt your business more than you realize. Through easy-to-understand analogies (like bad neighbors and bandwidth hogs), you’ll walk away with a clear understanding of what’s going on behind the scenes of your site—and how to keep it running smoothly, securely, and successfully.

“It’s not like get a website built and forget about it forevermore. You really do need to maintain it.” – Episode Highlight

Episode Highlights:

The difference between hosting and maintenance, and why both matter
What happens when your website shares server space with a “bad neighbor”
Why regular website maintenance should be treated as a monthly business expense
How poor server neighbors can slow down your site (and drive away customers)
When to DIY vs. when to hire a developer (spoiler: don’t do it all yourself)
Tips on finding reliable, local website maintenance support

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Facebook
X
Instagram (Elevation Digital Marketing)
Instagram (Trades Secrets)
LinkedIn

Remodeling Nightmare | Ep 55 | Trades Secrets: Contractor Marketing

Mon, 14 Apr 2025 12:00:00 -0400

In this episode of Trades Secrets, we dive into a raw, real-life remodeling nightmare—and the powerful lessons it holds for both contractors and homeowners. Hear a firsthand account of a 6-week project turned 20-week disaster, and what contractors can do differently to win customer trust, communicate better, and deliver an exceptional experience. Whether you’re a solo pro or run a full crew, this episode gives you an inside look into how homeowners think—and how you can stand out by simply doing the basics better.

“Communication isn’t a fancy app—it’s telling people what’s happening and when. That’s what builds trust.” – Episode Highlight

Episode Highlights:

The real story behind a $125K remodel gone wrong—and how it spiraled into a 5-month ordeal
Why poor communication is the #1 killer of trust in construction projects
The critical importance of on-site supervision and clear scheduling
How contractors can lose trust through tone, defensiveness, and review responses
The risks of sending “C crews” to do “A-level” work—and how that impacts your brand
A powerful tip: Run your own contract through ChatGPT as if you were an unhappy homeowner
How to use AI to vet subcontractors and protect your reputation

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Facebook
X
Instagram (Elevation Digital Marketing)
Instagram (Trades Secrets)
LinkedIn

AEO for Trades: How to Optimize Answers and Maximize Local Leads | Ep 54 | Trades Secrets: Contractor Marketing

Mon, 27 Jan 2025 12:00:00 -0500

In this episode of Trades Secrets, we explore how Answer Engine Optimization (AEO) is revolutionizing contractor marketing. Learn how AEO can help trade professionals optimize answers to customer questions and dominate local search rankings. We dive deep into actionable strategies to maximize local leads, leveraging AEO to position your business as the trusted authority in your market.

“If you meet customers where they are with answers to their questions, you’re doing them a service—and building trust that converts leads.” – Episode Highlight

Episode Highlights:

What is AEO, and why is it critical for trades professionals?
How to leverage long-tail keywords and voice search for local visibility
Creating AEO-friendly content that answers customer questions effectively
Practical strategies for embedding videos to boost engagement
The importance of transparency in pricing to build customer trust
Why unique, non-AI content is key to standing out in search results
Real-world examples of AEO success in contractor marketing
The difference between SEO and AEO

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Facebook
X
Inst agram (Elevation Digital Marketing)
Instagram (Trades Secrets)
LinkedIn

The Contractors Guide to Video Marketing in 2025 | Ep 53 | Trades Secrets: Contractor Marketing

Tue, 17 Dec 2024 10:00:00 -0500

In this episode of Trades Secrets, we have the pleasure of talking to Carl Kwan, an expert video marketing strategist with a YouTube channel of over 121,000 subscribers. Together we talk about Video Marketers vs Videographers, Carl’s 2025 predictions, and the four videos you NEED to have for your contracting business come 2025.

“People don’t realize YouTube is the world’s 2nd largest search engine” - Carl Kwan (a quote from today’s episode)

Episode Highlights:

Video Marketers vs Videographers
4 types of videos to create in 2025:
- Business Introduction Video
- FAQ Videos
- Introduce Services
- Testimonial Videos

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Facebook
X
Instagram (Elevation Digital Marketing)
Instagram (Trades Secrets)
LinkedIn

Episode 52 - 10 Tips for Contractor Marketing

Mon, 08 Jul 2024 12:00:00 -0400

In this episode of Trades Secrets, we go over the top 10 tips for contractor marketing to help you improve business growth and customer acquisition. We emphasize the importance of having a solid foundation in place before ramping up marketing efforts. Whether you’re a small business, a roofing contractor, or just someone interested in knowing more about effective marketing practices, this is the episode you’ve been waiting for.

Episode Highlights:

TIP #1: Get your house in order before you do anything.
TIP #2: Track everything (including acquisition channels)
TIP #3: Invest in a quality website.
TIP #4: Google Business Profile (GBP) is the most important social profile you’ll ever own.
TIP #5: Consider Google Local Service Ads - Test this option if available in your area.
TIP #6: Images and video are key to telling your brand story.
TIP #7: Build a brand!
TIP #8: Don’t go cheap on website hosting.
TIP #9: Choose your primary service and optimize for that service.
TIP #10: Identify the goals of your marketing efforts.

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Episode 51 - Light Em' Up Website Roast

Mon, 24 Jun 2024 12:00:00 -0400

In this episode of Trades Secrets, we focus on critiquing and analyzing one of our client's websites. Inspired by “The Roast of Tom Brady”, we perform a detailed review of their website while also roasting some of its flaws along the way.

Throughout the episode you will hear typical mistakes made on company websites, with areas of improvement pointed out with our explanation of why you should avoid them. This episode is perfect for business owners curious as to how they can improve their website and anyone who found “The Roast of Tom Brady” funny.

Episode Highlights:

The importance of strong headlines and clear communication of the company's services.
There is a need for "meaty" content rather than thin content that doesn't provide value to visitors or search engines.
The placement and effectiveness of call-to-action buttons are analyzed, with suggestions for improvement.
Internal linking is valuable throughout the website's content.
Insights on how to better showcase a company's unique selling points on the homepage.
And so much more!

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Episode 50 - The Google Leak: Sandboxin' Son of a

Mon, 10 Jun 2024 12:00:00 -0400

Welcome back contractors! In this episode, we dive into the biggest Google search algorithm leak in history, exposing thousands of APIs in a 2,500+ page document. We dissect just some of the bigger points from the leak, providing insights and actionable tips for contractors regarding search engine optimization (SEO) and website management. This is a must-watch for any contractor looking to gain insight and knowledge of the Google leak and wanting to capitalize on this valuable information!

Episode Highlights:

The leak confirms that Google uses users' past 13 months of click behavior (called "Nav Boost") to determine search rankings for navigational queries.
Google tracks users' entire clickstream data, including clicks from social media, emails, and other sources leading to a website.
Toxic backlinks, especially those with spammy anchor text, can negatively impact a website's ranking.
Every page title on a website has a site-wide ranking implication, not just for that specific page.
The past 20 revisions or updates made to a website also factor into its overall ranking.
Google sandboxes new websites for around 30 days, leading to an initial dip in organic traffic.
Running paid advertising (PPC) campaigns can help improve organic rankings, as confirmed by the leak.

Missed an episode? Catch up with our full playlist of TradesSecrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Episode 49 - Tech Talk: Bringing Clarity to Marketing Jargon

Mon, 06 May 2024 12:00:00 -0400

Welcome back contractors! In this episode, we take a look at common marketing jargon you may have heard either with your marketing agency or on social media. If you’ve ever felt confused hearing some of these terms or want to have a better understanding of marketing lingo, then this is the episode for you!

Episode Highlights:

Host - The server where your website is hosted and stored
DNS - Domain Name System, which translates domain names (like mywebsite.com) into IP addresses so browsers can find your website
CDN - Content Delivery Network, a distributed network of servers that can deliver website content (like images, videos, CSS) faster
Google Analytics 4 - A free Google tool that provides data on how users interact with your website
Google Tag Manager (GTM) - A tool to manage website tags (like Google Analytics, Facebook Pixel, etc.) in one central location
SERPS - Search Engine Results Page
Domain vs URL - A domain name is a human-friendly text form of the IP address. URL is a string that represents the complete web address of any web page

Missed an episode? Catch up with our full playlist of TradesSecrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Plus, explore MORE actionable marketing tactics that are not over your head, and apply to ALL trades here: https://tradessecretpodcast.com

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Episode 48 - Top 5 Episodes of 2023

Mon, 22 Apr 2024 12:00:00 -0400

Welcome back contractors! In this episode, we look back at our 5 best-performing episodes of 2023 based on engagements and other metrics. While revisiting these episodes we discuss why we think they were so popular and give an overview of the key points of those episodes. So if you’re new here we encourage you to go back and listen to those as most are still applicable in 2024!

Episode Highlights:

5) Episode #8 - "Marketing During a Recession" - Discussed strategies for prioritizing marketing spend and tightening belts during an economic downturn.
4) Episode #35 - "2024 Marketing Plan: Why Now is the Time to Get Your Sh*t Together (Part 2)" - Dove into the tactical implementation of an annual marketing plan.
3) Episode #43 - "Lessons Learned and Scaling a Successful Roofing Company with Erica Smith" - Featured an interview with a successful roofing company owner sharing her experiences and advice.
2) Episode #3 - "Consistency is Key in Marketing" - Emphasized the importance of consistent branding, contact info, and ongoing communications for building trust and visibility.
1) Episode #9 - "What is Your Marketing ROI?" - Provided tips and tools for measuring the business impact and return on investment from SEO campaigns.

Missed an episode? Catch up with our full playlist of TradesSecrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Episode 47 - Why Google Ads is Risky Business

Mon, 08 Apr 2024 12:00:00 -0400

Welcome back contractors! In this episode, we dive deep into the topic of Google Ads and why it's not a silver bullet solution for contractors seeking leads. We discuss the potential risks and misconceptions surrounding Google Ads, emphasizing the need for proper testing, optimization and realistic expectations.

Episode Highlights:

Google Ads requires a significant investment of time and resources for testing and optimization before seeing results.
A single click on a Google Ad can cost contractors tens of dollars, even if the lead doesn't convert.
Relying solely on Google Ads while neglecting organic SEO strategies can lead to an over-dependence on paid advertising.
Google Local Services ads may be a more cost-effective alternative, as contractors only pay for legitimate leads or calls.
The effectiveness of Google Ads can vary greatly depending on the contractor's industry and the buyer's journey.
A balanced approach, combining SEO and targeted advertising, may be the most effective long-term strategy.

Missed an episode? Catch up with our full playlist of TradesSecrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Episode 46 - Why SEO Proposals Are Apples to Oranges

Mon, 25 Mar 2024 12:00:00 -0400

Welcome back contractors! In this episode, we cover questions you should ask when searching for SEO companies/agencies and why SEO proposals are apples to oranges! We also discuss why each question is so important and help you understand how to get the most out of your SEO marketing budget.

Tips:

No two SEO packages are the same, so make sure you understand exactly what’s included.
Higher pricing often reflects more comprehensive services, not unnecessary “fluff.”
The right digital marketing partner for you depends on your business’ specific goals and needs.

Episode Highlights:

Is keyword research included? Is it for just one focus keyword or a full strategy?
How long will it take to see results? Do they allow time upfront for discovery and foundational setup?
How are leads defined and reported? Are they inflated numbers or cleaned of spam and irrelevant contacts?
Will I have a dedicated account manager? Or do they switch account managers frequently?
To what extent do they provide website management services? Where's the line between SEO and web design needs?
Ask for referrals, especially from clients in your industry to gauge real results.

Missed an episode? Catch up with our full playlist of TradesSecrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Episode 45 - The State of Search (2024)

Mon, 11 Mar 2024 12:00:00 -0400

Welcome back contractors! In this episode, we cover key SEO trends to be aware of in 2024 and provide tips for contractors on how to stay ahead of the game. We discuss everything from SEO vs AEO, Google’s algorithm update, the importance of high-value content and much more!

If you want to elevate your SEO game in 2024, tune in to get actionable insights you can implement right away. Learn how to maximize your company’s SEO strategy and get the phones ringing with qualified leads!

Episode Highlights:

How the SEO landscape is changing in 2024
Impact of Google's algorithm update
Dealing with AI-generated content
The emergence of new formats like featured snippets and AI-generated search experiences
Continued importance of high-quality images and video
Higher ad costs expected around elections

Missed an episode? Catch up with our full playlist of TradesSecrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Episode 44 - I Saw It On Social

Mon, 26 Feb 2024 12:00:00 -0500

Welcome back contractors! In this episode, we cover key marketing questions many of you have asked on social media such as how much should I spend on ads, where should I focus my efforts, is SEO worth it, should I buy backlinks, and how often to post on social media. In this new segment, we call “I Saw It On Social”, we provide practical tips and advice based on our experience working with contractors to help optimize your marketing strategy.

If you want real-world guidance to elevate your business in 2024, tune in to get actionable marketing insights you can implement right away. Learn how to maximize your marketing dollars and get the phones ringing with qualified leads!

Episode Highlights:

Setting expectations for your ads
Earned vs paid media
Quality over quantity with backlinks
Tailoring your social media approach
GLSA advertisements

Missed an episode? Catch up with our full playlist of TradesSecrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Episode 43 - Lessons Learned in Scaling a Successful Roofing Company with Erika Smith

Mon, 12 Feb 2024 12:00:00 -0500

In this episode of Trades Secrets, we cover key strategies for roofing company owners and entrepreneurs to scale their businesses.

Our guest Erika shares her unique career journey through different roles in the roofing industry, from working at suppliers and manufacturers to running the marketing for another company and eventually starting her own company, The Roofing Revolution.

We dive into the strategic decisions Erika made around controlled growth, cash flow management, business development, and providing personalized service. She also gives tips for starting your own roofing business.

If you're looking to grow your company in 2024 through relationships rather than relying only on digital tactics alone, this value-packed episode is one you won't want to miss!

Episode Highlights:

In the first year of her business, Roofing Revolution, Erika hit $500K in revenue
Keys to Erika's success
Her approach centers around reliable service, communication, underpromising, and overdelivering
Erika offers a personalized, authentic touch not just automated marketing tactics
And so much more!

Connect with Erika Smith:

LinkedIn - https://www.linkedin.com/in/erika-smith-84418a12/

Text - (720)-427-9555

Missed an episode? Catch up with our full playlist of Trades Secrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Find out how we can help you grow your business: https://elevmarketing.com/

Read about the latest in the field: https://elevmarketing.com/blog/

Connect with us on social media:

Episode 42 - 2024 Marketing Musts for Plumbers

Mon, 29 Jan 2024 12:00:00 -0500

Welcome back, plumbers! In this episode, we cover the top marketing strategies you NEED to implement in 2024 to get your phone ringing with high-quality leads.

We provide actionable tips to optimize your Google Business Profile, create effective service videos, launch online review campaigns, get Google Guaranteed certified, and leverage Google Guaranteed Ads to drive calls.

If you want to increase your credibility, stand out from competitors, and fill your sales pipeline in the new year, you don’t want to miss this episode. Tune in now to make 2024 your most profitable year yet with these must-have digital marketing plays for your plumbing business!

Episode Highlights:

Optimize your Google Business Profile
Create an explainer/service video
Launch a review campaign
Become Google Guaranteed
Run Google Guaranteed Ads

Find out how we can help you grow your business: https://elevmarketing.com/

Connect with us on social media:

Episode 41 - Building Blocks of Branding with Britt Sawyer

Tue, 19 Dec 2023 02:00:00 -0500

In this week’s episode with special guest Britt Sawyer, we explore the core elements of your business's identity:

Your Brand's Foundation:

Learn how your brand communicates without words, logo variations, color palettes, and typography.

Adapting Online:

Discover strategies to engage your digital audience effectively.

The Power of Storytelling:

Unlock the impact of storytelling in marketing, from creating emotional connections to embracing vulnerability.

Key Storytelling Aspects:

Explore emotional resonance, visuals, customer stories, and more.

How-To Guide:

Master the storytelling process, from exposition to conclusion.

Join us with special guest Britt Sawyer for valuable insights into contractor marketing. Subscribe for industry-changing tips! #ContractorMarketing #Branding #StorytellingMarketing

Episode 40 - Should I Do SEO for my Plumbing Company?

Fri, 08 Dec 2023 04:00:00 -0500

In this episode of Trade Secrets: Contractor Marketing, we unravel the essential strategies and must-knows for plumbing businesses aiming to boost their marketing prowess.

First up, we dissect the perennial question: "Should I do SEO for my plumbing company?" Delve into the pros and cons, exploring scenarios where investing in SEO could be a game-changer for your business, and when it might not be the optimal route.

Next, fast forward to the upcoming year with "2024 Marketing Musts for Plumbers." Discover the actionable steps to enhance your Google Business Profile, harness the power of video marketing, launch a compelling reviews campaign, tap into the potential of email marketing, and secure your business with Google Guaranteed and strategic ad campaigns.

Drawing from comprehensive research and insights from Ahrefs, we explore a wealth of strategies tailored specifically for plumbing companies. Uncover the nuances of SEO, proven marketing strategies, website upgrades, social media growth tactics, and the impact of content marketing.

In addition to these expert insights, we provide a detailed breakdown of the top three blog topics that could set your plumbing business apart. From maximizing visibility through SEO strategies tailored for plumbing businesses to leveraging PPC for accelerated growth and elevating your brand through strategic content marketing, we cover it all.

Lastly, for plumbing entrepreneurs eyeing a revenue sweet spot between $2M and $5M, we present a strategic breakdown of marketing investment priorities. Discover the recommended order of importance, from local SEO dominance and website optimization to CRM systems, online reviews, targeted digital advertising, content marketing, and more.

Tune in to gain a comprehensive understanding of how to navigate the dynamic landscape of plumbing business marketing, seize opportunities in 2024, and carve out a strong, competitive edge in the industry.

Episode 39 - There's No Easy Button for SEO - Not Even with AI

Tue, 07 Nov 2023 04:00:00 -0500

In this week's episode of Trade Secrets, we're talking about the pitfalls of "Fast & Easy SEO". Is it all that it cracks up to be? Or will the quick and dirty approach actually hurt you in the long run?

Episode 38 - Behind the Blueprint - Tips From Randy Brothers a Leading Voice in the Roofing Industry

Tue, 24 Oct 2023 01:00:00 -0400

In this week's episode of Trade Secrets, we dive into the world of contractor marketing with the seasoned expert, Randy Brothers. With decades of experience in the industry, Randy has fine-tuned marketing techniques that have propelled his business to success.

Join us as we uncover the key strategies and insider tips that have made Randy a standout figure in the contracting world. From establishing a strong online presence to leveraging social media, Randy shares invaluable insights that can transform your marketing game.

Randy Brothers is a distinguished speaker, entrepreneur, and author of the acclaimed book, "Start, Build, Grow: A Contractor's Guide to Success." (Find it here). His extensive knowledge and practical approach make this episode a must-listen for contractors looking to level up their marketing efforts.

For those eager to further their education, Randy also heads The Roofing Academy, an invaluable resource for contractors seeking to refine their skills and business acumen. Explore The Roofing Academy here and take a step towards building a more successful contracting career.

Tune in now and gain access to the trade secrets that could revolutionize your marketing approach!

Episode 37 - Interview with Matt Bertram

Thu, 12 Oct 2023 09:00:00 -0400

Matt Bertram is a multifaceted professional with extensive expertise in digital marketing and brand development. He co-owns and holds the majority stake in Houston-based EWR Digital, a leading digital marketing agency he's been with for over two decades. Under his guidance, the agency has received an impressive 122 five-star Google reviews and is internationally recognized for SEO and earned media. Matt also manages over $10 million in advertising budgets for top clients across various industries. He co-hosts the highly acclaimed "SEO Podcast: The Unknown Secrets of Internet Marketing" with EWR Digital co-founder Chris Burres, boasting over 4 million downloads and 55,000 monthly listeners. Additionally, Matt is an Agency Partner with major platforms including Google, Bing, and HubSpot, and brings over 12 years of talent acquisition experience to the table, particularly in the oil, gas, and healthcare sectors. A graduate of Texas A&M Mays Business School, Matt holds a marketing degree and boasts over seven years of Search Engine Optimization expertise.

Episode 36 - 2024 Marketing Plan: Why Now is the Time to Get your $H!# Together - Part 3

Mon, 18 Sep 2023 22:00:00 -0400

Welcome back to the final installment of our 2024 Marketing Plan series! In this episode, we're diving into the crucial execution phase. It's time to turn those plans into action and see your marketing strategy come to life.

Here's a breakdown of what you can expect:

1. Create a Marketing Calendar:
Learn how to structure your marketing activities over the course of the year. A well-organized calendar ensures that your efforts are consistent and aligned with your goals. We'll walk you through best practices and share tips on maximizing efficiency.

2. Set Clear KPIs (Key Performance Indicators):
Discover the essential metrics that will measure the success of your marketing efforts. From lead generation to conversion rates, we'll help you identify the KPIs that matter most for your business. Clear benchmarks are crucial for tracking progress and making informed adjustments.

3. Contingency Plan:
In the unpredictable world of marketing, it's important to have a backup plan in case things don't go as expected. We'll guide you through creating a contingency plan that will keep your marketing efforts on track, even in the face of unexpected challenges.

4. Review and Refine:
After implementing your marketing strategies, it's crucial to evaluate their effectiveness. We'll discuss how to conduct a thorough review, analyze the data, and make informed refinements to optimize your approach for continued success.

Don't miss out on this vital information that will help you take your marketing efforts to the next level in 2024. Hit that play button and let's get started!

Episode 35 - 2024 Marketing Plan: Why Now is the Time to Get your $H!# Together - Part 2

Mon, 11 Sep 2023 20:00:00 -0400

Welcome back to Part 2 of our essential guide for crafting a potent 2024 marketing plan. We'll dive deep into completing a thorough SWOT analysis, followed by an insightful competitive analysis. Learn to define clear marketing goals, including the pivotal target of generating a specific number of leads. Discover expert strategies for budget planning to maximize ROI. Craft a comprehensive marketing plan and set a realistic timeline, crucial for achieving milestones like a Q1 website launch. Uncover the key steps in vendor selection and executing your strategy seamlessly. Finally, grasp the art of monitoring and adapting your plan for sustained success. Don't miss this critical guide - hit like, subscribe, and let's conquer your marketing goals together!

Episode 34 - 2024 Marketing Plan: Why Now is the Time to Get your $H!# Together - Part 1

Mon, 04 Sep 2023 21:00:00 -0400

🚀 It's that time again - time to start planning your marketing strategy! 🚀

Join us in this insightful video as we dive deep into the essential steps for crafting a successful marketing plan. We'll cover:

1️⃣ Analyzing Your Current Strategy: Discover what's been working and what hasn't. Learn how to assess your performance and make data-driven decisions.

2️⃣ Lead Generation Metrics: Find out how many leads you're generating per week and month, and assess their quality. We'll guide you through the process.

3️⃣ Identifying Strongest Lead Sources: Learn where your most valuable leads are coming from and understand the importance of top-of-mind awareness.

4️⃣ Optimizing Marketing Channels: Explore ways to cut spending on channels that aren't delivering results. We'll discuss social ads, Google Ads, and more.

5️⃣ Tools for Assessment: Refer to our podcast on Google's Tool Shed for a comprehensive list of tools to evaluate your marketing performance.

6️⃣ Define Your Audience: Don't waste resources on marketing channels that don't align with your target audience. We'll show you how to make strategic choices.

Whether you're a seasoned marketer or just starting, this video will equip you with the knowledge you need to plan your marketing effectively and drive better results. Don't miss out on these valuable insights! 🔥📈 #MarketingStrategy #AudienceAnalysis #LeadGeneration

Episode 33 - Behind the Blueprints: Getting to Know Amanda

Mon, 21 Aug 2023 22:00:00 -0400

Amanda Joyce, your esteemed host, shares her personal odyssey into the world of contractor marketing. Discover how her passion for marketing blossomed from her early career, leading her to become a beacon of guidance for contractors seeking to elevate their marketing game.

Intrigued about how Amanda and our channel crossed paths? Hear the captivating story of how serendipity played a hand in forging a remarkable connection. Amanda's journey through the intricate realm of contractor marketing unfolds, revealing the driving forces behind her dedication. Explore her deep-seated love for the craft and the pivotal moments that have fueled her unwavering commitment.

What sets Amanda apart? Dive into her proudest moment – a contractor marketing project that exemplifies her expertise and creativity. Unravel the strategy behind TCA's content that has left a lasting impact on the industry. Stay ahead of the curve as Amanda delves into emerging trends within contractor marketing. Witness the transformation of the digital landscape, as Amanda discusses the shift from Google Ads to the groundbreaking GLSA approach.

Ready to take your marketing efforts to new heights? Amanda's closing advice is a gem of wisdom for all contractors aspiring to improve their marketing endeavors. Learn the importance of finding a trusted marketer and maintaining consistency to ensure your marketing investments yield substantial returns. Join us in this enlightening episode as we venture "Behind the Blueprints" and get to know Amanda Joyce – the driving force behind invaluable contractor marketing insights. Don't miss out on this opportunity to gain a fresh perspective and elevate your marketing game. Subscribe now and hit the notification bell to stay updated with our latest content!

Episode 32 - Behind the Blueprints: Getting to Know Devon

Tue, 15 Aug 2023 00:00:00 -0400

In this episode, we're excited to introduce you to the driving force behind the invaluable contractor marketing advice we provide. Prepare to gain a fresh perspective on the world of contractor marketing, enriched by Devon's expertise and unique journey.

Episode 31 - The Raw Truth: Agencies Aren't Perfect

Mon, 07 Aug 2023 15:00:00 -0400

In this eye-opening video, we're diving into "The Raw Truth" about agencies – admitting that perfection is elusive, even with the best intentions. Join us as we unravel the range of errors and inefficiencies and provide valuable insights into identifying the good, the bad, and the ugly in agency-client dynamics.

Episode 30 - Google's Tool Shed: Free Tools & Why You Need Them

Mon, 31 Jul 2023 18:00:00 -0400

In today's episode, we take you on a journey through Google's Tool Shed, revealing a treasure trove of free tools that can revolutionize your marketing strategy. Discover why you need to care about these tools, as they are not only cost-effective but also incredibly effective in tracking and enhancing your marketing efforts. Before we dive into the details, remember that each of these tools requires a login, so ensure you have access to all of them with a single email login for maximum convenience.

We kick off the exploration with Google Business Profile (GBP), a vital free business listing from Google that's essential for appearing in the local 3-pack. Learn how to showcase your services, answer FAQs, and build trust with consumers and Google by gathering reviews. Next, we delve into Google Analytics, an absolute must-have for tracking website traffic and measuring marketing success. We'll guide you through GA4, explaining how to monitor form fills, downloads, popular content, user behavior flow, and more.

Continue the journey to uncover the power of Google Tag Manager (GTM), a tool that streamlines website tracking without overwhelming code implementations. Discover how GTM helps you create triggers, deliver data to your GA4 profile, and track valuable actions like contacts, phone calls, downloads, and video views. Explore other indispensable tools, including Google Search Console, Google Ads, Google Local Services Ads (GLSA), Google Trends, and Google Alerts, each offering unique insights and advantages for your marketing endeavors. Don't miss this opportunity to level up your marketing game with Google's Tool Shed! Hit play and let's get started.

Episode 29 - 7 Common Pricing Mistakes That Are Crippling Your Business with

Tue, 25 Jul 2023 00:00:00 -0400

Are you a contractor, builder, or remodeler struggling with your business's financials? Join us for an insightful interview with Randy Stanbury, an accomplished entrepreneur and business coach, as he shares the key to success in the construction industry.

4 Level Coaching: https://4levelcoach.com/
Building Freedom Podcast: https://buildingfreedompodcast.com/

🏗️ In this episode, Randy reveals "The Sweet 16" - 5 crucial things you must know and 7 common mistakes to avoid. Discover practical strategies to increase your profit and get the full webinar for even more insights.

📝 Here's what we'll cover:

Pricing without knowing overheads - Profit before growth.
Misallocating expenses - A common pitfall.
Including project management fee in COGS.
Understanding markup vs. gross profit.
Handling labor burden in your billable rate.
The importance of job review.
Operating based on accurate overheads.

Episode 28 - From Funeral to Future: Understanding the New Google Analytics (GA4)

Tue, 11 Jul 2023 01:00:00 -0400

Discover the power of Google Analytics 4 (GA4) in today's video! Say goodbye to Universal Analytics as we explore the reasons behind the transition and the limitations it addressed. GA4 offers enhanced customization, privacy-first approach, and advanced measurements for better understanding user behavior. Learn about attribution modeling, cross-device tracking, and customizable reporting. Navigate the transition, set up your GA4 profile, and ensure proper data collection. Unlock the potential of GA4 for tracking marketing successes and failures. Embrace the future of analytics - watch now!

Episode 27 - Mastering the Home Show Circuit: A Guide to Success for Contractors

Mon, 03 Jul 2023 00:00:00 -0400

Are you a contractor looking to excel in the home show circuit? Discover how to master home shows, maximize your ROI, and keep your pipeline full with our comprehensive guide! 🏠💼

In this video, we dive into the world of home shows, exploring their purpose and the potential benefits they offer for contractors like you. From direct marketing to brand exposure, lead generation to networking opportunities, home shows can be a game-changer for your business. Prepare for the show like a pro by identifying the right event, planning your budget, reserving booth space, and creating engaging marketing materials. We'll show you how setting clear objectives can lead to tangible success, ensuring you get the most out of your investment.

Learn the art of designing an attractive booth that captivates attendees and draws in foot traffic. Discover effective communication and sales techniques that help you engage with potential clients, handle objections, and capture valuable leads.Want to showcase your work effectively at the home show? We've got you covered! Explore the role of portfolios, testimonials, and past project showcases in building trust and credibility. Once the event is over, don't miss out on post-show strategies! Learn about the importance of follow-ups, remarketing ads, and building long-term relationships with leads and contacts made during the show.

We'll also share common mistakes to avoid, including booth design faux pas, not capturing customer information, and not maximizing every minute of the show. And to keep you inspired, we've included real-life success stories to motivate your journey towards home show excellence! With actionable takeaways at the end, you'll be equipped to do the math, set clear calls to action, and have knowledgeable, personable salespeople manning your booth.

Episode 25 - Unleashing the Power of Energy Rebates for Contractors

Mon, 19 Jun 2023 15:00:00 -0400

In this video, we explore the untapped potential of energy rebates for contractors. Discover how leveraging rebates can turn energy into opportunity and boost your sales. With the average American carbon footprint being 16 tons per year, and governments incentivizing energy-efficient practices, now is the time to tap into this growing trend.

We delve into the Inflation Reduction Act of 2022, which includes $8.8 billion in rebates for Home Efficiency and Home Electrification and Appliance Rebates. Additionally, commercial buildings can receive generous incentives for efficiency improvements such as rooftop solar, energy storage systems, and EV charging installations.

Join us as we share a real-life example of how energy rebates have worked wonders for an electrician, generating over 20,000 impressions on Google and providing valuable content for the sales process.

We discuss the numerous benefits of marketing services related to energy rebates, including increased customer appeal, gaining a competitive advantage, providing value-added services, supporting sustainability, and accessing financial incentives. As the market for energy-efficient solutions continues to grow, offering services that qualify for rebates opens up new market opportunities for contractors.

Learn about various types of rebates, from BC Hydro and Energy Star to federal incentives such as the SOLAR tax credit. We also touch upon local municipal and state-level rebates and tax incentives, as well as opportunities with local power companies.

Don't miss out on this chance to unlock the power of energy rebates for your contracting business. Embrace sustainability, attract more customers, and stay ahead of the competition. Watch the video now and take your business to new heights with energy rebates.

Episode 24 - How to get the most out of your marketing agency

Mon, 12 Jun 2023 00:00:00 -0400

If you're investing in a marketing agency to manage your marketing efforts, but not following these essential steps, you might as well be wasting your marketing dollars. In this game-changing video, we'll show you how to get the most out of your marketing agency by emphasizing collaboration and effective communication.

The key to a successful partnership starts with regular and structured communication. From scheduled calls or Zoom meetings to content interviews, ensure that you have open lines of communication with your agency. Providing valuable insights about your business, such as showcasing your coolest projects and sharing common FAQs, can be a treasure trove of content ideas. Don't forget the power of video! Timelapse footage, drone shots, and explainer videos can captivate your audience and demonstrate your expertise.

To achieve maximum results, collaborate with your sales and marketing teams. Understand their pain points and provide marketing collateral that makes selling easier. Reviews, community involvement, and a simplified process on your website can boost conversions. Furthermore, align your operations and marketing departments to streamline processes and improve the customer experience.

Episode 23 - Crawler Confusion: How Wack Site Structure Kills Your Search Rankings

Mon, 05 Jun 2023 00:00:00 -0400

In this eye-opening episode, we dive deep into the world of search engine crawlers and how they can make or break your search rankings. If your site leaves these crawlers confused or fails to communicate your purpose within a split second, your rankings will suffer. We explore the intricacies of how Google reads your site, starting from the invisible elements like schema markup and then moving down the page, analyzing everything from logos and navigation to content and context. Learn valuable tips on ensuring that crawlers swiftly read your content and understand its context, ultimately boosting your search rankings.

Episode 22 - Exposed: The Shocking Truth Behind Marketing Agencies Preying on Contractors

Mon, 29 May 2023 00:00:00 -0400

Discover the alarming tactics used by marketing agencies to exploit contractors. Falling victim to deceptive practices can devastate your business financially. Stay informed to protect yourself and the industry. Select the right marketing partner for long-term growth. Learn from real-life horror stories and use them to vet potential partners. Watch the video now and empower yourself.

Links:
Contractor Evolution Podcast: https://youtu.be/OMaBvYceMpI
7 Questions to Ask an Agency: https://elevmarketing.com/download-7-questions-to-ask-an-agency/
Costly Ads Mistakes: https://youtu.be/9Bml9SYVJD8
Landing Pages & Why You Need Them: https://youtu.be/pMER9NcPejo
Owning Your Digital Assets: https://youtu.be/NW7A0NsJnN0

Episode 21 - Landing Pages and Why you Need them

Tue, 23 May 2023 17:00:00 -0400

In this episode, we explore the importance of landing pages and why you need them. Landing pages are standalone, focused pages that guide visitors toward a specific action without any distractions. Unlike your homepage, they boost conversion rates by providing clear messaging and tracking the effectiveness of your marketing campaigns. Discover how landing pages can enhance your online presence and drive meaningful results for your business.

Episode 20 - ChatGPT + Bing How to leverage that marriage

Mon, 15 May 2023 01:00:00 -0400

Are you ready to gain a competitive edge in the search landscape? Discover how the marriage between Bing and ChatGPT is revolutionizing the way we search, and learn five powerful strategies to leverage this dynamic duo. Stay ahead of the game by shifting your approach today!

Bing may have had a small market share in the past, but it's steadily growing. In 2022, Bing accounted for less than 2.5% of all searches, and it's projected to continue its upward trajectory. Microsoft reported a significant milestone of 100 million daily active users on Bing, with approximately one-third being new users. Although Google dominates with a billion daily active users, Bing offers unique advantages for local searches, higher conversion rates, and provides richer image options and better filtering capabilities.

Here are the five powerful ways you can leverage the Bing and ChatGPT marriage:

Grow your Facebook reviews
Embrace multimedia content
Optimize for exact match keywords
Run ads in Bing
Claim your Bing Places for Business profile

Episode 19 - The AI Race & Why NOW is the Time to Optimize for Bing

Fri, 05 May 2023 19:00:00 -0400

Are you struggling to stand out in a crowded online market? It's time to optimize for Bing! In this episode of Trade Secrets: Contractor Marketing, we explore the AI race and why now is the time to shift your focus to Bing. With Bing's increasing market share and Google's position as the search leader in jeopardy, it's crucial to get ahead of the competition.

Links:
https://www.forbes.com/sites/dereksaul/2023/04/17/google-stock-loses-57-billion-amid-microsofts-ai-lead-and-reports-it-could-be-replaced-by-bing-on-some-smartphones/

https://www.bingplaces.com/

https://www.bing.com/toolbox/webmaster

https://blogs.bing.com/search-quality-insights/

We'll delve into the latest news, including the potential for Samsung to switch to Bing as the default search engine on its smartphones and tablets, a contract worth $3 billion per year. And with Bing's stocks on the rise, it's clear that this search engine's dominance is only going to increase.

But what can you do to optimize for Bing? First, claim your Bing Business profile and sync it with your Google Business Profile. Set it to sync regularly if you frequently update your GBP. Then, run ads in Bing! The cost per click is much cheaper, and it can be a winning strategy to run your highest valued keywords from your Google Ads account in Bing.

We also offer some pro tips for those with more advanced SEO knowledge, including tapping into Bing Webmaster Tools and checking out the Bing Search Quality Blog for recommendations on how to improve your rankings. Don't miss out on this opportunity to get ahead of the game

Episode 18 - 7 ways to leverage existing reviews

Mon, 01 May 2023 01:00:00 -0400

In this video, we dive into the topic of leveraging existing reviews and why it matters for contractors. Online reviews are crucial for any business, but knowing how to make the most of them is equally important. These 7 tips will help contractors attract new customers and reengage existing ones by utilizing their hard-earned reviews.

Learn how to respond like a pro and use best SEO practices, feature reviews on your website and in marketing materials, and even use bad reviews from your competitors to update your content and processes. We also explore the benefits of sorting reviews by keywords, creating video testimonials, and using 5-star reviews as part of your sales process. Don't miss out on this valuable information on how to make the most of your existing reviews.

Episode 17 - Fractional CMO Services: When Does It Make Sense to Invest?

Mon, 24 Apr 2023 00:00:00 -0400

In this video, we will be discussing the concept of a fractional CMO, a person who provides coaching, advisory, and execution of strategies for businesses looking to grow but do not need a full-time CMO. The fractional CMO understands marketing, sales, and growth and can work in conjunction with everyone on the team. They provide expertise, leadership, and guidance, as well as accountability, for $2M - $30M companies who do not require 160 hours per month.

We will also dive into the importance of the buyer journey and creating buyer personas in order to identify who your customer is and what is important to them. Additionally, we will hear about Brian's success story with MOSER, his marketing audits, common pushbacks on CMO services, and his hourly rate. Brian shares valuable advice on setting goals and building a company that enables growth from within. Join us for this informative and engaging conversation with Brian Talbot of The Value CMO.

Episode 16 - Creating an Effective Keyword Strategy

Mon, 17 Apr 2023 00:00:00 -0400

In this week's episode, we're talking all about creating an effective keyword strategy and why it’s important to discover where your buyer is and what they’re looking for. Why should you care? Not having a well researched keyword strategy can make or break your search results, ad if your goal is to rank #1, then it’s pretty darn important to get it right.

With years of experience in SEO marketing and keyword research strategy under our belt, we can confidently tell you keyword phrases change from region to region and location to location even within the same industry. Doing the research upfront will pay off long term for your business.

Tune in to learn more about…

Why targeting a specific keyword matters
The 4 types of keywords you should be ranking for as a contractor
The importance of identifying your buyer types and creating personas
Basic keyword metrics to look at as a contractor
One of the top tools to retrieve your business’ keyword data

Missed an episode? Catch up with our full playlist of TradesSecrets podcasts found here:

https://www.youtube.com/playlist?list=PL-v2ElYWOqX8jZlaKuHz1krepsTZVY1As

Episode 15 - Why 1 Marketing Channel Isn't Enough

Mon, 10 Apr 2023 00:00:00 -0400

This week we're discussing why you can’t focus on just 1 marketing channel! Throwing all your marketing budget at 1 channel will yield inconsistent results & there is no ONE marketing channel that will deliver all the leads you need.
You don’t necessarily know where your customers are…marketing is testing, analyzing and refining so allow your data to speak for itself & be sure to make DATA DRIVEN DECISIONS, otherwise you’re just throwing money at what you assume is the right channel.
Multiple channel marketing is crucial to help you achieve a further reach and increase engagement. Remember, 8 touches are needed to be remembered, so spread them out.

Episode 14 - Where Does Marketing Stop & Sales Begin?

Mon, 03 Apr 2023 00:00:00 -0400

In this week’s episode, we’re discussing where marketing stops and sales begin and how understanding the role each of these departments plays can improve messaging and conversions.

What a lot of companies assume is that marketing funnels leads to a salesman, then the salesman closes the deal. What we’ve found is that not only is this often true, but in fact marketing touches each department in your company. Marketing’s job is to attract customers and tell those customers how the company is going to solve their problem.

This can even lead to some tension between the sales and marketing teams so open and clear communication about how to better lead quality is essential. When all departments are in sync, everyone benefits (including the customer) and everyone’s jobs are easier!

Episode 13 - Preparing an Effective Storm Campaign

Mon, 27 Mar 2023 00:00:00 -0400

This week, we're talking about preparing an effective Storm Campaign. If you're an exterior restoration company without a storm campaign prepped, you could miss the opportunity to target customers BEFORE the competition.

To be adequately prepared, we'd recommend having valuable content loaded and ready to publish no a moment’s notice. Content aimed for:
- Storm predicted
- Storm has hit
- What to do after the storm

If you don’t already, invest in a social scheduling tool that will allow you to have all of your content loaded so dates and times just have to be entered when a storm is about to hit (Loomly, Hootsuite, Later, take your pick!)

We recommend your storm campaign include:
- Email
- Social graphics & posts
- Blog content
- Ads (Google Ads, Display Ads, Social Ads)
- A landing page
- Gated content

During, and after the storm are also crucial times to gather marketing materials:
- Video & photos of active storm activity
- Video & photos of the aftermath
- Blog content detailing the storm, when & where it hit as well as what to do if you were impacted

Episode 12 - Shop Talk: Avoiding a $100k Mistake

Mon, 20 Mar 2023 00:00:00 -0400

In this week's episode, we discuss how to avoid a 6 figure mistake when choosing a marketing agency. We talk to Brandy Tilley of Dolan Roofing & Construction, a multi-million dollar roofing contractor with offices in both San Antonio and Tucson. We dive into her experiences working with a national agency and the frustrations that came along with a company that cared more about pushing big numbers, than generating quality leads. Unfortunately, choosing the wrong agency can cost you tens of thousands of dollars without one lead to show for it.

In this episode, we'll break down some red flags and things to watch out for with larger agencies!

Episode 11 - AI Do's & Don'ts

Mon, 13 Mar 2023 00:00:00 -0400

In this week's episode, we're talking all about AI including the Do’s and Don’ts and everything in between. Why should you care? It could affect your search rankings and erase some hard earned online visibility.

Tune in to learn more about…

AI and the human element
How to use AI for content marketing
AI’s ability to help save time with internal tasks
How AI affects search rankings…this is a biggie

Episode 10 - 5 Costly Google Ads Mistakes You're Probably Making

Mon, 06 Mar 2023 00:00:00 -0500

In this week's episode, we'll be discussing 5 expensive Google Ads mistakes to avoid. Why should you care? It’s costing you money and customers.

Setting everything on broad match
Not using landing pages
Not checking your search query reports
Not using proper location settings (interest in an area vs in or often in)
Not Maximizing extensions

Episode 9 - What is Your Marketing ROI?

Mon, 27 Feb 2023 00:00:00 -0500

In this episode, we'll be discussing how you can calculate your marketing ROI. Knowing your return on investment on any marketing efforts you make is crucial to know where to put your marketing dollars in the future.

How we calculate marketing ROI:
Marketing ROI= Net Income ÷ Cost of Investment x 100
Conversion Rate: # of Conversions ÷ Total Visitors x 100

Episode 8 - Marketing During a Recession

Mon, 20 Feb 2023 00:00:00 -0500

In this week's episode, we'll be discussing contractor marketing in a pending recession

Why You Should Care: Today we are revealing specific tactics to implement in your 2023 marketing plan to ensure you continue to fill your pipeline even in the face of - dare we say it - a recession

Are we in a recession?

Let’s be clear: We are certainly not economists but definitely understand the key economic indicators of when we are in a recession.

In 2022 we did have two quarters of negative GDP but in the 3rd quarter, it was back up again.
The yield curve inverted in both April and July but only for a short time. This is yet another indicator of a looming recession.
Unemployment rate: It’s currently at 3.5% but a rise in unemployment which actually dropped from 3.7% in September.
Construction spending: (it’s high when the economy is good, and low when it’s bad)
- It was up at the last release in Nov. (next release Feb. 1)
- We could see less work
- Margin erosion when construction spending goes down

All of this to say, proceed with your marketing dollars in 2023 with caution and a longterm strategy in mind.

Episode 7 - Content Marketing

Mon, 13 Feb 2023 00:00:00 -0500

In this week's episode, we'll be talking about content marketing for contractors. Why should you care? Because content marketing is a time investment that will attract qualified leads and build brand trust.

There are more ways to get your content on google than ever before, these specifically apply to contractors:

Local Business Knowledge Panel Card (GBP)
Plain text organic
PAA (FAQ’s)
Video rich results
Featured snippet (google displays a snippet of content from one of the top-ranking organic results in the SERP)
Review snippets
Logo in knowledge panel

Content marketing is content that should stimulate interest from buyers and position YOU as an expert in your field. This includes:

Blogs
Email marketing
Downloadables (eBooks, How To’s etc)
Video (long and short)
Website content
Social media posts
Podcasts

Create a realistic content calendar with ideas and a clear outline of how much content and how frequently you plan to publish.

Episode 6 - How Long Should SEO Take?

Mon, 06 Feb 2023 00:00:00 -0500

On this week's episode, we talk about SEO (search engine optimization). We discuss how long an effective SEO plan should take, some tips and tricks to optimize your time working on it, and some red flags to look out for when hiring a company to do your SEO.

Episode 5 - Shop Talk: A Denver Roofing Contractor Shares Lessons Learned

Mon, 30 Jan 2023 00:00:00 -0500

On this week's episode, we have the pleasure of speaking with Cody Hayes of Elite Roofing on the what he wished he knew when starting a roofing business. Not just lessons in marketing, but overall lessons learned as a contractor in one of the hottest roofing markets in the country. Takeaways from this episode will save you the "dumb tax" as it's called in growing your roofing business.

Episode 4 - Owning Your Digital Assets

Mon, 23 Jan 2023 04:00:00 -0500

On this week's episode, we discuss the importance of owning your marketing assets. We share some horror stories of business owners who were left out to dry when they ended their contracts with their marketing team.

Episode 3 - Consistency is Key in Marketing

Mon, 23 Jan 2023 03:00:00 -0500

On this week's episode, we talk about how you can build your business with consistent marketing strategies that will work wonders. Your customers should be able to identify your brand wherever they come across it. Let's make it happen!

Episode 2 - 2023 Marketing Predictions & Recommendations for Contractors

Mon, 23 Jan 2023 02:00:00 -0500

On this episode we discuss your 2023 marketing musts. These are cutting-edge trends that will give you a leg up on your competition and help you attract new customers in the coming year.

Episode 1 - Google's Continuous Scroll for Desktop

Mon, 23 Jan 2023 01:00:00 -0500

Episode 0 - Who We Are

Mon, 23 Jan 2023 00:00:00 -0500

Welcome to Trades Secrets! Join us every week as we discuss marketing tips, tricks & strategies for your contracting business. From SEO to branding strategies, we can't wait to propel your business to greatness!

Welcome to Trades Secrets: Contractor Marketing

Mon, 16 Jan 2023 17:00:00 -0500