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Ep 27: Stop Lighting Money On Fire With Your Digital Marketing – Marc Levesque

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30-SECOND SUMMARY
What questions should you ask to filter out good marketing agencies from those that are good at BS?
What are the best marketing strategies for contractors that are working right now?
What are 2 core elements a great marketing agency can clearly show you a poor agency can’t
Which marketing strategies are a clear waste of time for contractors?
How to know when you are ready to hire an outside agency
1 increasing marketing trend that contractors need to pay attention to in the next 5 years

Watch Episode 27 of the Contractor Evolution ShoW

Listen to Episode 27

Read a Summary of Episode 27

If you’ve ever wasted money on marketing to try and generate lead flow, this episode is for you.

At BTA we hear the same story time and again: Contracting leaders engage a digital marketing company and end up deeply frustrated because they’re not getting the results.

In this episode we are joined by Marc Levesque from Webrunner Media Group. He’s here to put a stop to investing your hard-earned dollars into the wrong marketing hands.

Marc is a master marketer. He has 15 years experience in the industry working exclusively with 7-8 figure contracting businesses and he and his 25-strong team have managed north of $60 million in ad spend.

But before we get into the nitty gritty of this episode, the first question you’ll want to know is:

At what stage am I ready to dive into digital marketing?

“A company needs to have already invested in building their brand,” explains Marc.

What does that mean? Aside from the aesthetics (logo, design, etc.) you’ll need to be living and breathing your brand; everything from your promise to the marketplace to your recruiting and training strategies.

“Marketers amplify messages. If you don’t know that message, we can’t amplify,” says Marc.

“Quite simply, we spend money to get eyeballs. It's very scientific. We expect that after a certain number of eyeballs we can generate a potential customer. Our goal is to drive that lead for less than what it would take that contractor to turn it into a sale.”

Now It’s Time To Get Better Acquainted With Marketing

As a leader, you need to understand the fundamentals of marketing. 

That doesn’t mean you need to become a master, but you do need to understand some basic concepts. There are a ton of great resources out there to help you get started (check out Joe Pulizzi’s book, Epic Content Marketing.)

Getting better informed will allow you to ask the marketer the right questions, and spot the red flags.

How To Pick A Good Marketing Agency

Anyone can call themselves a marketer these days. There are countless marketing agencies out there willing to take your money.

Marketers for hire will often use terminology or flashy graphs you don’t understand to blindside you . . .and then will outsource the work to junior employees or some sub contractor overseas. No thank you.

The only marketing companies you should be listening to are those specialized in contracting AND that have a proven track record of achieving what you are trying to do.

For your BS meter to be on point, you need to:

√ Do your due diligence on the company

√ Talk to companies they have worked with

√ Get the company to show you examples of how they, for example, have taken a construction company from $3-$5 million (or whatever matches your goals)

√ Ask them how they did it and how that will apply to you

Remember, a good marketing company will be vetting you as much as you are vetting them.

What A Good Digital Marketer Brings To The Table

Digital marketers put your dollars into ads that will get in front of your ideal customers.

“Quite simply, we spend money to get eyeballs. It’s very scientific. We expect that after a certain number of eyeballs we can generate a potential customer. Our goal is to drive that lead for less than what it would take that contractor to turn it into a sale,” explains Marc.

Good ROI Generating Marketing Strategies

A big mistake people make with digital marketing is focusing solely on search campaigns via search engines like Google and Bing, but as Marc says, “That’s only 3% of the market who are ready to buy.”

Think about when you pick up your phone. What ads pop up? Are they related to something you were looking at last night, in the location you are in? That’s the money maker!

“The companies getting in front of you are the ones putting money into social ads,” he says.

What Happens When Someone Clicks On Your Ad?

You’ve captured their attention. The potential customer clicks on the ad. What’s next?

You want that click to take them to a page that speaks directly to their needs (not the home page)!

That’s what we call the Landing Page, and it should match the message in the ad: from the imagery (we can’t emphasize enough the importance of great, and relevant, imagery), to the content…with no other distractions.

The landing page should include important points you want to get across like what you do, your experience, what you offer. The point is for the visitor to immediately know they’re in the right spot.

You want to turn that visitor into a lead.

“A conversion rate of 7.2% on one landing page versus 6.4% on another, when a customer is spending $50,000 a month, can mean 25 more leads at a 20% conversion rate. That’s 5 more leads, one more sale, and hey, we’ve just paid for ourselves,” says Marc.

Tip: Make sure your landing page has a call to action of some sort – a phone number, a form or a button. This will also give you intelligence on who wants this type of content.

How Quickly Should You Get Back To A Lead?

“When a lead is triggered, the speed at which you speak to that lead is EVERYTHING,” says Marc.

You don’t want all that hard work to go to waste because of a one-day delay.

If all this sounds a little complex, we promise, it’s not. (And that’s what a great digital marketer is for anyway).

Basically, direct response digital marketing is about driving ads to a landing page with a call to action and if they bounce off that landing page, it’s about retargeting. If a digital marketer tries to overcomplicate that, your BS meter should go off.

Marc gives us so many more insights in this episode, from marketing strategies that are a waste of time to useful marketing trends for contractors. We think you’ll really enjoy this behind the scenes episode

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Igor Trninic

Igor Trninic

Igor moved to Canada at a young age, where he learned the value of hard work as he watched his family rebuild a thriving life in a new world with extreme change. Most of Igor’s early learning came from competitive sports, where he learned how to hustle and lead. This learning transferred well to business, when he started running a College Pro Painters franchise at 18 and quickly grew it to one of the top franchises in Canada. After finishing an honours degree in Accounting and HR at the SFU Beedie School of Business, he decided to leave the dull world of numbers and followed his passion of developing people and businesses. He fell in love with leading great people and growing companies to their potential.

Working at College Pro as a General Manager for the franchisor, he tripled the revenue of his division in three years by hiring and leading great managers. Here, Igor saw the power of combining amazing people with strong systems to drive scalability. After College Pro, he chose to test these principles on a new venture with the launch of Shack Shine, and together with the guidance of a highly experienced trades entrepreneur, they grew the company to a full scale franchisor within a year and a half. Shack Shine was eventually acquired by 1-800-GOT-JUNK to be scaled across North America and Igor launched the Breakthrough Academy to guide trades and home service entrepreneurs grow their businesses through proven principles. Igor has a passion and true care for developing people and their businesses, which has formed the foundation of Breakthrough Academy. His work in developing BTA has recently been highlighted in Igor’s Top 30 Under 30 selection by BC Business Magazine.

Igor resides in Vancouver, British Columbia and loves to take on all the adventure that BC can offer. From hunting to skiing to downhill mountain biking, any outdoor adventure is up his alley.

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