Marketing
Marketing questions, answered.
Where leads actually come from for owner-operated shops.
Where do leads actually come from for a small shop?
Google search, Google Maps, and referrals. In that order. Everything else is a rounding error until those three are dialed in.
How do I rank higher on Google Maps?
Complete your Google Business Profile, get reviews weekly, post weekly, and have your name/address/phone consistent everywhere online.
Do I need a website?
Yes. A simple, fast, mobile one. Even one page is better than none. It's where every lead does their gut check.
Should I run Google Ads?
Only after your Google Business Profile and organic ranking are solid. Then start small, track every dollar, and don't trust an agency that won't show you exactly where leads came from.
Should my business be on social media?
Pick one platform where your customers actually are. Post once a week. Don't try to be on five at half-effort.
How do I get more commercial customers?
Pick 50 buildings in your zip code, get the property manager's name, and call 10 a week for five weeks. That's the whole strategy.
Does direct mail still work?
Yes, for hyperlocal, repeat-mail to the same streets, with a real offer. Once-and-done postcards are a waste.
How do I market my business on a tight budget?
Reviews, referrals, and Google Business Profile. All free. All beat $2K a month in ads if you actually do them.
Should I hire a marketing agency?
Only after you understand the basics yourself. Otherwise you can't tell when they're doing a good job or wasting your money.
How do I stand out in a crowded market?
Pick one thing competitors don't do, and do it loudly. Same-day callback. Cleaned-up worksite. Real warranty. Show it, don't just claim it.
How do I pick a business name?
Easy to spell, easy to say on the phone, available as a .com and a Google Business Profile. Don't overthink. You can't name your way to success.
Do I need a logo for my business?
A clean, readable logo, yes. A $5,000 brand identity package, no. A solid logo costs $200 to $800 from a freelancer.
What should I put on my website?
Who you serve, what you do, where you are, real photos, real reviews, and how to reach you. In that order. Stop after that.
Should I invest in SEO?
Yes, but the boring kind: clean website, fast site, Google Business Profile, reviews, and a few useful pages. Skip the agencies promising number one rankings in 30 days.
How do I take photos of my work that actually help marketing?
Before-during-after, clean lighting, no people unless permitted, same angle for before and after. Five minutes per job. Pure gold for years.
Should I make video for my business?
If you can, yes. Short, vertical, on your phone, of real work. A clumsy 30-second clip beats a polished 3-minute one nobody finishes.
Should I try to get local press coverage?
Worth a shot a few times a year, low expectations. Real news pegs work, vanity press releases don't. A story about a real customer outcome beats a story about you.