Effective Hiring is a Contact Sport 

Tips for Hiring in a Tight Labor Market
Strong, effective marketing isn’t just for generating homeowner leads. It also applies to generating job candidate leads – positioning your company and what it means to work there in the best possible light. That’s how you separate yourself from the hiring competition and succeed in bringing on the best and brightest.

To compete in today’s hiring market, you must treat your hiring process...

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Taking Stock of Your Marketing Portfolio

Assemble an Effective Mix of Marketing Tactics 
Our two most recent blogs focused on measurement and understanding how you’re spending your marketing dollars. In today’s blog, we take a different view,  focusing on the tactics themselves and the concept of a marketing “portfolio.”

In the investment world, of course, the idea of a balanced portfolio is well known: minimize risk and improve results over time by holding a...

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Useless Marketing Metrics & (How to Avoid Them) 

Are You Measuring What Matters?

Data collection, measurement and analysis are key elements of any successful business. Unless you know what’s happening and why, there is no way to correct problems or gauge progress.

Unfortunately, in today’s “data rich” environment, it’s easy to collect information that, while possibly one hundred percent accurate, is not relevant for your particular business and circumstance. As a result, you...

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Measuring and Managing Cost Per Lead

At a trade show a few weeks ago, I turned the corner and nearly ran over Steve, the owner of a large exterior remodeling company and someone I have known for quite some time. We hadn’t seen each other in person for a while and it was great to catch up. We got to talking and covered a whole bunch of topics, a couple of which may not be a fit for a family blog like this.

Eventually the conversation turned to the variety of marketing...

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Google’s “Smart Campaigns”…Innovation or Same Old?

There’s nothing new about Google’s interest in automating pay-per-click (PPC) advertising for businesses large and small, including home improvement companies. Paid search is complicated and Google wants as many businesses as possible playing the game.

So back in 2011, it launched AdWords Express, an automated service that promised to get paid search campaigns up and running “in under five minutes.”

Well, as anyone can tell you...

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Not All Leads are Created Equal

Why you need to treat different leads differently 

Do you have a steady flow of inbound sales leads?

Good for you.

Do you track these regularly and thoroughly?

Even better.

But (there’s always a “but”), do you clearly separate, categorize and track the quantity and results realized between the different types of inbound leads you receive?

If you answered “no,” don’t feel bad. Few home improvement companies do. To...

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Pause Your Google Advertising (At Your Peril)

For home improvement companies, one of the biggest advantages of Google’s pay-per-click (PPC) advertising is that you can precisely control when and where your ads appear. There are no purchase orders and no lengthy contracts. All you have to do is click to turn your Google ads on and off.

Simple and convenient, right? If your budget is getting tight, or you’re dealing with more leads than you can handle, you just switch off your...

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Google Local Services Success Secrets

You’ve lit the candles. You’ve put on the music, poured the wine. You hear a knock. Behind the door is Google Local Services (affectionately known as GLS). They’re ready to get to know you.

Right now, home improvement companies are on a first date with GLS, which is Google’s new lead generation program. Could it be a good match for the home improvement industry?

After months of beta testing, we finally have sample data that...

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How to Become a Conversion Champion

In 1974, the world watched Muhammed Ali and George Foreman fight. The famous boxing event, known as “The Rumble in the Jungle,” was an exercise in endurance. A young Foreman throws hook after hook, and you think he’s going to win. At the last moment, Ali lands a knockout punch and Foreman is down for the count.

Paid search campaigns often face the same challenge as The Rumble in the Jungle – you have to know if you should keep...

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Online Ads: Putting Demographics to Work

Even if you don’t remember anything else about Star Trek, you probably remember the opening credits. A booming voice tells you that the mission of the Starship Enterprise is “to explore strange new worlds” and “to boldly go where no man has gone before.”

Contractors have a lot in common with the crew aboard the Starship Enterprise. They want to explore new territories, to seek out new customers. They want to...

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