Marketing
Where leads come from for owner-operated shops, and what's a waste of money.
29 topics
What a shop website actually needs
A clean site that loads fast and tells the truth beats a flashy one nobody finishes reading.
Social media that's worth the time
For most shops, one channel done consistently beats five done inconsistently.
When paid advertising actually works
Ads amplify what's working. They don't fix what's broken.
Building a referral engine, on purpose
Most shops have happy customers. Most shops don't ask them to send anyone.
Reviews are the most underrated marketing budget
For local shops, the gap between 4.3 and 4.7 stars is worth more than most ad campaigns.
Email marketing for shops that aren't e-commerce
Your customer list is the asset every ad platform is trying to rent back to you. Use it directly.
Your Google Business Profile is the most important page you don't own
For local shops, your Google profile sends more revenue than your website most months.
Local SEO without hiring an agency
For most local shops, the basics outperform any agency package. The agency just makes you do the basics.
Setting a marketing budget without guessing
Most shops underspend in good times and panic-spend in slow times. A simple rule prevents both.
Tracking where leads actually come from
If you don't know which channel produced a lead, you can't decide where to spend next dollar.
Branding for shops, without the agency speak
Your brand is the truck, the uniform, the invoice, and the way the phone is answered. Not a logo file.
Content marketing that fits in a shop owner's week
You don't have to be a blogger. You have to answer the same questions you already answer, in writing, once.
Trade shows and local events, without throwing money away
Events are great for relationships and terrible for direct ROI. Show up with the right expectation.
Making your website actually convert
Most shop websites are brochures. The good ones answer one question: how do I get started?
Owned audience vs rented audience
Followers are rented. Email and customer lists are owned. The shops that survive platform changes own their audience.
Video marketing without becoming a production company
The shops winning on video are filming on a phone, not on a set.
Google Ads without setting money on fire
Google Ads work for local service businesses. They also waste a lot of money for shops that don't tune them.
Facebook and Instagram for service shops
Social media for trades isn't about going viral. It's about showing up consistently in front of the local audience.
Marketing on the same street you just worked on
The cheapest leads available come from the neighbors of customers you just made happy.
Case studies and customer stories that work
Generic testimonials don't convert. Specific stories do.
Direct mail in a digital world
Direct mail is more expensive than email, less crowded, and still works for trades.
The owner doesn't have to be the influencer
If you don't love being on camera, that's fine. Marketing doesn't require it.
Running marketing experiments without losing your shirt
Treat new channels as cheap tests, not big bets.
Building referral partnerships with other trades
Adjacent trades are some of the best referral sources you've never asked.
Responding to bad reviews without making it worse
The reply to a one-star review is read by 50 future customers. Treat it that way.
What to put in a monthly newsletter
If you're staring at a blank page every month, the format is the problem.
Seasonal campaigns planned in advance
Marketing decisions made the week of the season are always behind. Plan ahead, execute calmly.
Tracking the funnel, not just the ad spend
Lead, contacted, quoted, won. If you don't see drop-off by stage, you can't fix the right stage.
Handing off marketing without losing control
Whether to a hire or an agency, the marketing handoff is where most shops lose visibility on the channel.
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