Why Your Marketing Feels Random And How To Fix It
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Crystal discusses why many contractors feel their marketing is random and ineffective, and provides practical solutions for creating a strategic, cohesive marketing plan that aligns with business goals.
• Marketing without strategy leaves contractors feeling unsettled and disorganized
• True marketing encompasses branding, advertising, content, and community involvement
• Many contractors have advertising plans but lack comprehensive marketing strategies
• Reactive marketing happens when you scramble for leads instead of planning ahead
• Plan marketing at least one quarter at a time with themes, tactics, budget, and creative elements
• Average ticket values and conversion rates must be tracked to evaluate marketing effectiveness
• Successful marketing requires both consistency of message and frequency of delivery
• Brand-forward (not tactic-forward) approaches create recognition and trust
• Different marketing tactics serve different purposes and should be measured accordingly
• Tracking and measurement systems prevent wasting money on ineffective marketing
• Marketing is "a game of chess that you sit down and never get to get up" - always evolving
If you've enjoyed this episode of From the Yellow Chair, please leave a review. If you need help creating an organized marketing strategy, contact Lemon Seed Marketing to work with Crystal directly.
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From the Yellow Chair is powered by Lemon Seed, a marketing strategy and branding company for the trades. Lemon Seed specializes in rebrands, creating unique, comprehensive, organized marketing plans, social media, and graphic design. Learn more at www.LemonSeedMarketing.com
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Chapters
1. Welcome to From the Yellow Chair (00:00:00)
2. Why Marketing Feels Random (00:00:53)
3. Signs of Reactive vs Strategic Marketing (00:04:03)
4. Aligning Marketing with Revenue Goals (00:08:41)
5. Creating a Marketing Roadmap (00:12:57)
6. Brand Forward vs Tactic Forward (00:17:17)
7. Measuring Success and Setting Expectations (00:20:59)
169 episodes