Podcast 134: How To Set Up A Marketing Plan For Your Roofing Business with Anna Anderson

What are your company’s main goals, what is achievable today, and what is achievable in 3, 5, and 10 years?
What are 3 things that will help you achieve that main goal?
What are revenue goals, and how do we achieve that?
Think of goals as 1% incremental changes every day and you will have transformation within your company every year. It doesn’t have to be a huge mountain, but when you break it down, it’s achievable.
Dave discusses the FREE download of his 1-Page Business Plan, and how reverse-engineering your plan can get you where you want to be.
Many people are requesting more leads, but they have no idea where they want their business to go.
Define goals for the sales team and marketing, as well.
There are many different places that goals fill the void and create an engaged workforce.
Move away from Angie’s List, Home Advisor, and other pay-for-performance platforms and start creating a brand.
Charles Antis is a great example of how this branding works.
Diversification within your marketing strategy is essential. To create a brand, you need to analyze the different opportunities to market your company through. Segment these opportunities into two buckets: 1) Traditional 2) Digital. Anna breaks these down.
A good marketing plan doesn’t happen overnight. It needs to be worked on all the time. You need to be asking on a regular basis, “Does this align?” If it aligns, it’s working! If it doesn’t align, is it that incremental shift that needs to happen to achieve success, or is it a pipe dream?
Tracking leads can be challenging, but cannot be overlooked. You need to identify the conversion point, the last touchpoint that the user converted through.
Managing all that data is essential, and that’s where a good CRM comes into play.
Whatever you do in your marketing should be delivering results.
Anna shares how to budget for your growth.
Competitive analysis – what do you look like compared to your competition? How to find out and ways to strategize.
The benefits of partnering with Owens Corning and educating contractors to elevate their marketing game through Owens Corning University: they have an online course with 6 modules that dive deeply into the subjects covered by Dave and Anna.