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Secret to Marketing Success for Contractors

May 15, 2012

The Secret to Marketing Success for Contractors

The Secret to Success

A good analogy for marketing success is a simple stool or chair.

A one legged stool will fall over without support.

A two legged stool is more stable but still needs support.

Once you get 3 legs, you have a minimally stable platform for a small stool.

To make a large, stable chair you will need 4 legs.

Successful marketing is similar to a chair in today’s market conditions. Marketing is what supports the rest of the company’s activities. At least 4 marketing channels must be utilized in a highly targeted marketing effort to provide a stable platform for the rest of the companies operations. The final determiner in whether to continue a marketing effort is whether or not it is profitable.

Don’t make the mistake of canceling a marketing channel just because it is not as profitable as your top performer.  This can lead to an unbalanced and dangerously narrow marketing effort. Set an acceptable profit level and measure each of your marketing channels success against that barometer. A good rule of thumb is 10 qualified leads per thousand dollars spent on that marketing channel.

Continue funding programs that meet or exceed that minimal acceptable profit level whether or not they are your most profitable methods.

Profitable marketing channels include but are not limited to:

  • Telemarketing,
  • Special Events Exhibiting (Home Shows and State, County and Street Fairs),
  • Direct Contact & Canvassing,
  • Door Hangers,
  • Direct Mail,
  • Directory & Print Ads,
  • Some TV and Radio,
  • Internet Based Lead Services,
  • Search Engine Optimization and Marketing,
  • PPC & Other Internet Advertising
  • Local Search Marketing
  • Social Media – Much more than Twitter & Facebook
  • Email Newsletters & Specials
  • Relationship Marketing Programs
  • plus a well thought out website and blog.

There is no one Secret of Marketing Success for Contractors. Its an integrated campaign utilizing many tactics that is the “true” secret of success.

One Comment leave one →
  1. April 9, 2013 10:03 pm

    Hi there are using WordPress for your blog platform?
    I’m new to the blog world but I’m trying to get started and create my own.
    Do you require any html coding expertise to make your own blog?
    Any help would be greatly appreciated!

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