Howdy Friends,
I recently read a newsletter by Rachel Karten called Link in Bio, and the subject line was, “Your Campaign Needs More Onramps.” It resonated with me because it is something I already believe about marketing. Not all of your clients find your business the same way, and the more good paths you create into your business, the easier it is for the right people to find you.
I had a conversation with a client this morning that brought that idea down to earth. He asked what I thought about wrapping his van. I thought it was a great idea because it gives people another way to notice him.
Some people will never see his social media. Some may not search for his website until much later. But they might see his van parked at a job, sitting at the hardware, or driving through town. If the wrap has his name, what he does, and a simple way to contact him, it becomes one more onramp into his business.
It’s not that everyone needs a wrapped vehicle, but good marketing gives people more than one path to find, trust, and contact you.
A lot of contractors still rely heavily on word of mouth, and I understand why. Good work, done consistently, has always been one of the best ways to build a business. But word of mouth does not work like it used to. It still happens at the coffee shop, at church, between neighbors, and around the jobsite, but it also happens in Facebook groups, comment sections, shared posts, and local recommendation threads.
Your online presence should support your word of mouth instead of replacing it. When someone says, “You should call this guy,” it helps if there is a website, social page, or business profile they can point to. It gives the referred person a way to check you out and gain more trust before they call.
The same thing is true with physical visibility. A yard sign, a truck decal, a wrapped trailer, or a business card you hand to someone in person likely won’t create a lead that day, but it creates another touchpoint. It helps them remember your name when they need your service.
Relationships are another onramp. Showing up at a Chamber meeting, a local coffee group, a fundraiser, or a community event may not feel like marketing, but it is. You are giving people a chance to know who you are before they need what you do. For a relationship-driven business, that still matters a lot.
Are you feeling overwhelmed yet? I’m not saying you need to do everything.
You do not need a podcast, five social platforms, three ad campaigns, a billboard, a wrapped fleet, and a speaking schedule all at once. That is a good way to get overwhelmed and do all of it halfway. Most businesses are better off starting with a few solid onramps and making sure they do them well.
For most contractors, a good starting place is a website, a social presence, and one physical or relationship-based channel. That could be yard signs, showing up in local business circles, or handing out business cards when you meet people. It could be a wrapped vehicle if that makes sense for where you are in business. The exact mix will depend on your market, your service, and the kind of customer you want.
The mistake is relying on only one road in and then wondering why leads feel inconsistent. It’s like having a plant with only one root, it’s fragile. A strong plant sends roots in multiple directions, and that is a pretty good picture of how marketing should work. You are trying to build enough good paths that your business is easier to find and harder to forget.
So it may be worth asking yourself a simple question. How many real ways do people have to find, trust, and contact your business right now?
If you want help building a marketing system that gives the right people more paths into your business, I’m glad to help. You can contact me here.
Later, Chad Beachy
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