By Karen L. Edwards, RCS Editor.
Anna Anderson, CEO of Art Unlimited and a business services consultant who works with Owens Corning Roofing Contractors joined Dave Sullivan to talk about marketing. During the conversation, Anna shares some common misperceptions contractors can encounter when it comes to marketing. For example, some contractors think that simply increasing the number of leads generated by marketing can grow their company’s revenue from $5 million to $10 million or even $20 million in a single year. She says that marketing is just a piece of their overall growth strategy.
Many contractors will hire lead companies and pay for shared leads. But “shared” scenarios mean a contractor has to be first to follow up or someone else might win that work. Other contractors are spending a large amount of money on Google AdWords and optimizing their online presence to rank higher in Google searches.
Before spending a lot of money on leads, Anna encourages contractors seeking growth to set goals that are shared with the entire team. They should define what type of company they want to be and where they want to be today, in three years and in five or 10 years. Once big picture goals are set, Anna explains owners have the space to think like a visionary and grow strategically.
Beyond the business goals, it’s also important to set goals for your sales team, for your marketing team, for your service department and so on. Anna challenges business owners “to not solely rely on popular performance platforms (i.e. Angie’s List”, and to instead “focus on creating brand.”
She advises that putting all of your dollars into one platform such as Google or Facebook may do well for your business but all it takes is one slight algorithm modification to derail your efforts.
Want to hear the whole conversation? Tune in to the podcast to hear more from Anna on developing goals along with a well-rounded marketing plan.