Contractor Marketing That Works: Pimp My Marketing: Profitable Integrated Marketing Plan

Okay, sometimes I don't sleep all that great. Maybe this is the business owners curse or blessing as we defensively view it. Ideas come in the night, then they grow vocal chords and chide you with Why not, you dummy? and before you know it, you're in your den with coffee at an hour the owls have called it a night.

Happened last night. So just in case you've been wondering

The infomercial business is absolutely booming. The industry has moved from cheap and over-promised products to billion-dollar respected enterprises like Guthy-Renker, top-tier publishers like Boardroom and even high-dollar Political fundraisers. (That last one nearly completes the full circle back to cheap and over-promised. Sorry.)

And at an average of $165,000 per hour of infomercial off time investment, they must extract every known grain of sales volume. The top-performing Direct Response models are as instructional as they are effective.

These performers have successfully shifted from their old unidirectional media flow that went from TV to phone into a multi-pronged integrated approach which has multiplied sales. The great thing is the pattern is nearly identical to what we're recommending for contractors now:

Infomercials now strategically direct prospect from TV to...

Phone (still accounting for nearly 70% of sales)
Smartphone/text for mobile compatibility and discounts
Social (Twitter, FB, YouTube)
Separate promotion only landing pages
Web with separate Discount Code entries gained from TV

You will notice the proliferation of Digital above. This is simultaneously the inconsistency, confusion and opportunity among contractors.

Contracting marketing had previously also performed unidirectionally from ad to phone (mostly sickeningly from the Yellow Pages of the past), yet now a similar distribution of Source to lead has emerged.

Inconsistency - Any non-integrated plan today is begging for brand and lead dilution. We see it all the time: A company has a nice website, which bears no resemblance to their manufacturer-supplied print ads, and is incongruent with their Buy Now! radio ads.

In today's fractured media world, the inconsistency of message kills the results.

Advised: Pick one theme, one look and for each promotion one message. Pound that in across the media and watch the results. (In our PowerPacks for online and offline, these are called sister promotions and you're advised to use this approach in all your marketing. This is a shift partly due to a) an overly distracted public b) additional media choices c) short-term memory and focus loss. This is not theory.)

Confusion - Contractors and much of small business America are understandably confused by continually changing media choices. The infomercial world has created a billion-dollar strong path to follow, but yours need only do a minor imitation.

The problem with contractor marketing is that every time somebody says they must be in this or that media, they pile on different messages (see above) instead of thinking strategically.

Today's marketing is far too complex, and my constant bleating about strategy is becoming a must do instead of a nice to have.

Advised: Start simply instead of trying to do everything at once. So let's look at today's hottest topics in order:

1) Local Listings (coaching call in May); 2) Social Media (coaching call in June); and 3) Customer Reviews (coaching call for July). If you're a coaching member, go to the site and grab those courses.

Whether you're a member or not doesn't matter: Those 3 topics cause more confusion than nearly all traditional media combined, yet are so ripe for the taking that it's mind-boggling. (Why? BECAUSE others are confused!)

If these 3 are not being done well and integrated with offline media, DO NOT buy or even look at another online marketing opportunity. Get these 3 right, first. If they confuse you, you're not alone. We're happy to help. Send an email to coaches@hudsonink.com and we'll point you in the right direction.

Now...

Opportunity - The opportunity now is gold-plated largely because of the former two items. If you create a less confusing consistent marketing message and theme across traditional and Internet media, you will be miles ahead of the competition. How? Once again, lets start simply.

7 Things You Can Do NOW for Integration, Simplification and Results:

Use and turn your best offline promotions into your online promotions. They should have the same theme, voice, message and offer, if any. No confusion for you, CSRs, techs or customers.
Further integrate your print promotions with online by using QR codes that become coupons or deeper offers. (These are simple to do and make you look instantly more relevant.)
Allow your website visitor to receive your offline newsletter, which is an instant lead-capture. And the inverse.
Let your newsletter point to your website with continuation articles, more advice and valuable promotions.
Let your Local Listing contain reviews, videos, and your offers (remember, Google's are now only available by using their Google+ paid search, darn it) on your main site. Shockingly, westill see nearly 30% of contractors who have NOT claimed their listing. This is criminal. Click to see if yours is claimed AND how it ranks.
Add a Click to Call on your website. (We don't favor Instant Chat unless you have the staff to monitor it constantly.) Yet if a prospect is browsing your site, an instant connection is gratifying for everyone. And if for some reason your phone number and contact us email is not on every page of your site, change that today.
Let your Social page be 30% promotional, 70% social/entertaining. This should act like a “second website” for your company. Same theme, messaging, look and voice, plus the same offers, if any.

Use the infomercials proven path and rethink your marketing path from ad to phone into a world of integrated messages. This will drive traffic, calls and profits right past the competition straight to you.