marketing techniques

Is Your Content Marketing or Selling? They Are Not the Same Thing

January 21, 2020 TonyB Coachcasts, Marketing, Sales 00:20:09 0 Comments

“A big mistake that I see many contractors make is thinking they are marketing when they are actually just selling.”

In today’s episode, I discuss the difference between marketing and selling and why it matters.

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E782: Marketing => Getting In Front of Customers

August 15, 2017 TonyB Coachcasts, Marketing 0 Comments

E467: Creating A Marketing Call To Action

May 31, 2016 TonyB Coachcasts, Marketing 0 Comments

Don’t leave potential customers wondering. Provide a clear call to action in your marketing efforts.

 

  1. What is a call to action (CTA)?
    1. Information provided in marketing materials that suggest the next action
      1. A commercial closes with “Call your local agent”
    2. Web sites can give a lot of examples of CTAs
      1. Sign up for this / call here / submit here / …..
    3. A good CTA will help potential customers know what to do next and why
      1. Schedule a free consultation today and see how we can help you save money on your next project. (Click to Schedule)
  2. This may not seem that important but trust me it is
    1. When someone looks at your brochure do they say “now what?”
      1. Is there a number, email, web address, etc.
      2. Is there too much information?
      3. Make it simple and easy
    2. Websites can be the best and worst at this
      1. Too often websites don’t have any CTAs or there are too many
      2. Follow the KISS principle – get them on the phone
  3. Check all your marketing touch points and create clear CTAs
    1. Everything should lead your potential customer where you want them
    2. Don’t bombard them with too many options
      1. Truck signs should have a number and web address, not 100 other things
      2. All materials should provide 1 to 2 CTA options
        1. Call or email / Call or website / Website or Social Media
    3. Try different options and see which ones get you the best results

E452: Winning By Ghosting Your Competition

May 10, 2016 TonyB Coachcasts, Marketing, Sales 0 Comments

Win over your customers by educating them on why you are better than your competition.

 

  1. What is ghosting
    1. A marketing term and strategy
    2. A way of pointing out your competition’s weaknesses
    3. Emphasizes your strengths and educates your customers
  2. Finding the right differentiators
    1. Know what your strengths are
    2. Know what matters to your customer
    3. Align the two and educate them on the ones that matter
  3. Educate your customers – you have to show them you understand them
    1. Don’t put the competition down – don’t even mention them
    2. Tell your customers what you do that they don’t – it creates doubt about the competition
      1. We do <action> so that you <benefit>
    3. Show them that you understand their pain points

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