SBTB Ep 6 | Behind the Bid - Where to Spend Your Marketing Dollars: Buyers, Brand, and Better ROI скачать в хорошем качестве

SBTB Ep 6 | Behind the Bid - Where to Spend Your Marketing Dollars: Buyers, Brand, and Better ROI

With every expo, conference, and social feed packed with “must-have” marketing solutions, how do you actually decide where to spend your limited dollars? In this episode, host Mark Black and Scott Lollar from Consulting4Contractors break down a practical, numbers-driven approach to marketing spend for painting contractors and home service businesses. You’ll learn how to work backwards from your annual revenue target*, average job size, and close rate to figure out how many leads you really need—then how to track *cost per lead and cost of acquisition so you can decide what’s actually working. Scott and Mark compare: ➡️ Google Ads vs. Facebook Ads ➡️ Angi and other lead services ➡️ Billboards, wraps, TV, and radio ➡️ Every Door Direct Mail, postcards, and door hangers ➡️ Low-cost, high-ROI options like newsletters, networking, and mining your past client list They also dig into the difference between branding and *direct-response marketing*, why Scott generally caps marketing at around *6% of revenue*, and how larger companies can still make a higher percentage work if the math checks out. Finally, you’ll hear simple ways to build an *annual marketing calendar*, partner effectively with agencies, and make sure you’re not ignoring the goldmine sitting in your *past customer database*. In this episode, you’ll learn: ✅ How to set a realistic marketing budget tied to real numbers ✅ What “good” cost per lead and cost of acquisition actually look like ✅ Why Google searchers are usually higher-quality “buyers” than passive Facebook scrollers ✅ The pros and cons of Angi, print, door hangers, TV, radio, and billboards ✅ Why most small contractors overspend on ads and underspend on their past clients ✅ How to design a simple, repeatable marketing calendar ✅ What a healthy relationship with a marketing agency should look like ✅ If you hate feeling like you’re just writing checks to marketing vendors with no idea what’s working, this episode is for you. 👉*Need help building a marketing system that fits your business?* Reach out to the team at Consulting4Contractors for coaching, systems, and support tailored to growth-minded painting contractors. 🔗 Links from This Episode ✨ Free Discovery Call with Scott Lollar 👉 https://consulting4contractors.com/di... 🏗️ Consulting 4 Contractors Website 👉 https://consulting4contractors.com/ ⚙️ Operations Module Demo (YouTube) 👉    • See Consulting4Contractors' Operations Mod...   📲 C4C on Instagram 👉   / consulting4contractors   👥 C4C Facebook Community 👉   / consulting4contractors   💼 C4C on LinkedIn 👉   / 70241567   📧 Want to Be a Guest? Send us an email → info@c4c.team 🎧 Credits 🎙️ Hosts: Scott Lollar — Founder, Consulting 4 Contractors Mark Black — Owner, Men In White Painting, Mt. Vernon, IL 🎵 Production: Siren Mastering — Original music, artwork, transcripts, show notes & audio engineering https://www.sirenmastering.com Episode Chapters 00:00 The Big Mistake Young Contractors Make 00:50 Introduction to Success Beyond the Brush 01:02 Where Should Your Marketing Dollars Go? 02:43 Understanding Your Marketing Needs 04:18 The Importance of a Web Presence 06:25 Building Your Brand 09:37 Tracking Marketing ROI 12:13 Maximizing Marketing Spend Efficiency 19:25 Opinions on Common Marketing Avenues 22:51 Introduction to C4C's Marketing Systems 23:21 Evaluating Service Referral Agencies 24:56 The Effectiveness of Print Advertising 26:22 Proximity Marketing Strategies 28:07 Television and Radio Ads: Branding vs. Direct Response 32:06 Creating a Marketing Calendar 34:40 Working with Marketing Agencies 38:35 Building Trust Through Branding 44:06 Final Thoughts on Effective Marketing