Howdy Friends,
Today’s newsletter is going to be a little different format than normal, which is fine. It’s also going to be shorter than normal, which is fine. After all, normal is only a cycle on the washing machine…let’s dig into my thoughts here.
The single most important thought on your marketer’s mind should be, “How am I changing my client’s bottomline?”
Unfortunately, you can negatively effect, as well as positively effect, a company’s bottom line with your marketing efforts. Some of the high profile negative outcomes in the last couple of years include the rebrands of Cracker Barrel and Jaguar. Both of these companies left their values and created public outrage and disdain. Not a result you want.
Contractors don’t normally create public splashes like this. When their marketing is successful, the result you see is happy employees, new trucks, and more confidence in the owner. When it’s not, they have a hard time covering expenses and keeping people happy.
Quality marketing improves a contracting business in two ways:
- More high-quality leads from your ideal customer.
- More high-quality applications from your ideal employee base.
Most of the time we tend to think that marketing is just to bring in business. What we often miss is that people want to work for successful companies and publicity reaches both the people you want to work with and the people you want to work for you. If what you are doing is working, it should also repel the wrong people in both of these categories.
While not every positive move creates instant results, if what you are doing doesn’t build your company it’s just creating expenses.
Basically, the thought of this newsletter is that every marketing effort should build towards growing your business and making a better profit.
Later, Chad Beachy
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