Impact MarketingFor Small Contractors

7 Tips to Impact Marketing

#1 – Assess Your Current Marketing Efforts#2 – Assess Your Market Potential#3 – Research Marketing Outlets#4 – Conduct a Needs Analysis#5 – Know What Your Customers Want#5 – Set Your Goals#6 – Develop a Strategic Plan for Marketing#7 – Implementation, Evaluation, & Adaptation

Tip #1 – Assess Your Current Marketing Efforts

What Are You Doing Now?

Assessing Your Marketing Efforts

1. What is your current marketing portfolio?

2. How much do you spend, and who is in charge?

3. What has worked for you in the past?

1. What is your current marketing portfolio?

• What print media are you advertising in?

• What radio/TV media are you advertising in?

• What online resources are you utilizing?

2. How much do you spend, & who is in charge?

• What has been your budget for marketing?

• What employees are assisting in your marketing efforts? Who is the team lead?

3. What has worked for you in the past?

• Have you measured ad effectiveness?

• Estimated sales directly from marketing?

Tip #2 – Assessing Your Market Potential

Key Market Signs

Below are three key market signs for contractors to examine:

1. Overall market size2. Number of competitors3. Number of partners

1. Overall market size

• What is your primary market(s)?

• Trends in the last 2-3 years?

• What are the projected growth rates?

2. Number of Competitors

• Who are your key competitors?

• What market(s) are they focused in?

• Estimated sales volume?

KEY: Where are they marketing?

3. Potential Partners

• Who have you received recommendations from?

• Any past clients?

• Past employees?

Tip #3 – Research Marketing Outlets

What outlets are available to you?

1.Local/regional2.National3.Online

1. Local/regional opportunities

• Print/branding• Business/trade journals• Trade association

publications/events

2. National outlets

• Business/trade journals• Trade association

publications/events• Industry events/trade

shows

3. Online Tools

• Local/regional/national websites

• Social media

• Online groups

Tip #4 – Conduct a Needs Assessment

The Basics of a Needs Analysis

1. What staff & funding resources are available?

2. What time resources are available?3. What tools do you want to use?

1. Staff & funding resources

• Who can be the marketing “champion”?

• What personnel resources do you have?

• What funding resources can you put towards marketing?

2. What time resources are available?• Time available every week?

• Time available for conferences/trade shows?

3. What tools do you want to use?• Print• Radio & Television• Online

• Social media• Website

Tip #5 – Know What Your Customers Want

Know What Your Customers Want

1. Create customer-centric content• Where do they go for information?• What types of information/posts grab their

attention?

2. Educate your customers on what they don’t know

3. Make your marketing unique!

Tip #6 – Set Your Goals

Goal Tracking Document

Tip #7 – Develop a Strategic Plan for Marketing

Overall Plan Development

1. Establish clear vision/mission for marketing

2. Define roles/responsibilities3. Build in opportunities for

improvement

1. Establish Your Vision/Mission

• What do you want to get out of marketing?

• Where does marketing fit in with your organization?

2. Define roles/responsibilities

• Who will be doing what?

• Clear definition of roles

• Clear definition of responsibilities

3. Build in opportunities for improvement

• Break down the plan in phases• Quarterly, yearly

• Any patterns/trends?

Tip #8 – Implementation, Evaluation, & Adaptation

Implementation, Evaluation & Adaptation

Be sure to monitor these factors to improve your own marketing practices:

1. Implementing the Marketing Strategic Plan

2. Quarter and annual evaluations3. Maintain flexibility to adjust as needed

Thank You!

Any Questions?

Colby HumphreyDirector, Pinnacle CCID

colby@pinnacleccid.com913-904-4970

www.pinnacleccid.com