July 2, 2025 • 23 mins
In this episode of Digital Marketing for Contractors, Janet and Caitlyn explore how to unlock the full potential of your marketing strategy by blending digital tactics with traditional media. Whether you're running TV and radio ads or building out Google PPC and social campaigns, this episode explains how to ensure your messaging is cohesive, your channels are aligned, and your results are trackable. They break down real-world tactics, share a powerful case study, and introduce the “marketing triangle” strategy that combines online, offline, and in-person channels for maximum impact. If your goal is to boost visibility, credibility, and conversions, this episode is a must-listen.
Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Caitlyn (00:00):
Welcome to Digital Marketing for Contractors.
This podcast is brought to youby Fat Cat Strategies, a
full-service digital marketingagency based in Raleigh, North
Carolina.
We specialize in helping homeimprovement contractors just
like you grow their businesses.
Today, you're listening to aseries called Build, Grow,
Dominate, marketing strategiesfor every stage of your home
(00:23):
improvement business.
Every Wednesday, we take a deepdive into the lessons that
we've learned from supportingsome amazing business owners in
the home improvement industry.
In part one, we'll cover theessentials, from startup to your
first five million.
In part two, we're shiftinggears to focus on what it takes
to scale your business to asuccessful exit and or how to
(00:44):
dominate your market.
Now let's get into it.
I'm Janet, and I am the founderof Fat Cat Strategies.
Today, I'm joined by mycolleague, Caitlin Noble.
Hey, I'm Caitlin.
I'm kind of kind of here at FatCat Strategies.
Janet, what are we going todive into today?
Oh, what are we talking about?
Okay, today we are talkingabout a powerful strategy that
many contractors may overlook,and that is multi-channel
(01:10):
marketing.
Now, that sounds sort of like abuzzword, but that's why we're
here.
We're going to break it down.
So what do I mean when I saymulti-channel marketing?
It means specifically how toblend your digital campaigns,
that's everything that'shappening on the internet, with
traditional media like TV andradio.
Yeah, absolutely.
So if you're listening to thisand your business has already
(01:32):
established a strong localpresence in your radio scale,
this episode is absolutely foryou.
By integrating digital andtraditional media, you can
seriously boost your leadgeneration and maximize the
return on hierarchies So let'sstart with the basics.
Multi-channel marketing isexactly what it sounds like,
(01:55):
where you use multiple marketingchannels.
And I know that soundsredundant, same words to define
it, but just bear with us.
So what you're doing is you'reusing multiple channels to reach
your audience.
So think about it.
you're gonna have them see youand encounter your business on
social media.
Then if they've signed up toreceive something from you, you
(02:15):
can send them an email.
If you've got Google search adsrunning and they search on the
products and services that youoffer, they're gonna see you on
search ads.
If you have Google display adsrunning and remarketing ads,
when they're checking theweather or the sports score,
they're gonna see your brandedads.
When we talk aboutmulti-channel with digital And
(02:37):
traditional, all of that stuffthat I just described was
digital on the internet.
With multi-channel, we'retalking about all that plus...
TV, radio, even print.
And I'm going to throw in therecanvassing and home shows.
Anywhere, events, anywhere thatyour prospective customers or
(02:59):
your addressable market, andthose would be homeowners in
your service area, anywherewhere they can encounter and
interact with messages from yourcompany, that's what we're
talking about with multi-channelmarketing.
Absolutely.
And if you're just now tuningin to this series and you need
to listen to an episode of Wehave 30 plus episodes that break
(03:21):
down these different channelsone by one.
So go back, look through any,look through the titles, look
through the titles, theoutcomes, send me the email to
Google ads.
Like we've got that.
So keep listening, but alsoknow we do have a library of
content available.
But to Janet's point, okay,today is always about the
channel marketing and what we'regoing to do.
(03:42):
The key, though, isintegration.
You want your messaging to feelcohesive across every hashtag.
Cohesion is so important.
So whether somebody hears youon a radio ad or clicks your
Facebook ad, You just want tomake sure that they are hearing
your same way your business ispresented.
(04:03):
Do you have multiple ways thatyou call your business?
Is it roofing?
Is it exterior?
Is it contractors?
Make sure your business is thesame.
Yeah, that's the simplestthing.
Yeah, the most simple thing.
Right.
But we're going to talk aboutintegration and why it's so
(04:24):
important to make sure it'sconnected between digital and
traditional.
So why is that important?
So that is a great question.
So why bother taking this extraeffort to make sure that
everything is both cohesive andintegrated?
Well, here's the deal.
Traditional media buildsawareness and credibility.
(04:44):
If you're on TV and radio,people are assuming that you are
legit.
You're a local business andyou've got enough money to run
that ad.
Yeah.
I mean, TV has been around.
I'm going to date myself.
What are we talking about?
the 50s, the late 40s, 50s.
So just by having your imageand message and company name
(05:05):
broadcast into people's livingroom, that's just going to build
awareness and trust that notmany other things do.
That and radio.
Radio's been around a lotlonger.
So we as humans, we've beensort of programmed to receive
information through those twomediums.
So You know, what we're talkingabout is making sure that your
(05:28):
brand messages and your brandstory are consistent across all
these different channels.
Absolutely.
And on the flip side, digitalchannels, which are much newer,
much newer, much, much, muchnewer, you know, even the origin
of that cat, you know, digitalchannels.
Yes, you know, I mean, likewithin the last decade, but I
(05:49):
mean, as are most marketingagencies, that's going to dig
into data, differentity, and thefast feedback.
So when you combine those two,both digital and traditional,
you're going to get reach andprecision.
Exactly.
And plus more channels equalsmore touch points equals more
(06:10):
chances to convert a lead.
Praise God.
So let's talk tactics.
First up, what's the line ormessaging?
Whether it's a radio javel or aFacebook video ad, your tone,
your brandy, and your valueproposition should always be
consistent.
Exactly.
And so, you know, if we'regoing to build on this idea
(06:32):
about how to blend digital withtraditional, the next thing
you're going to want to do isuse TV and radio to drive
traffic to those onlinechannels.
ads and campaigns that you'vegot.
So, you know, if the bigshotgun approach or the giant
net that you're using to catchbutterflies is radio and TV,
(06:53):
then the more precise, I'mmixing a bunch of white metal
here, the more precise weapon isgoing to be that digital.
So if radio and TV is ashotgun, digital is, you know, a
highly precise...
I don't do guns, so my metaphorfell apart.
Anyway...
I think you get where I'mgoing.
So you can amplify yourtraditional media on social
(07:19):
media.
But Caitlin's going to talkabout that in a second.
So if you're using radio and TVto drive traffic to these
online campaigns, you shouldalways include a call to action.
Visit our website for a freequote.
Visit our website to download abuyer's guide.
Visit our website for a freevideo on how to spot if you've
(07:43):
got a problem with yoursighting.
You're using that broad-basedmedia to drive people to your
online asset and then you'reincluding a very specific call
to action.
And then the way you integratethat is if you're using your TV
commercial to drive people toget something specific off of
(08:03):
your website, then you can trackthat traffic from that channel
with a custom URL or a promocode.
So if your TV commercial issaying, hey, we've got a kitchen
remodel design guide that'sfree that you can download from
our website, then the URL thatyou promote on your TV
(08:23):
commercial is going to be atrackable URL so you can see how
many people came to that URLfrom your TV commercial.
And that's that bridge betweendigital and traditional.
Absolutely.
So, on to that note, you know,you're allowing your message
already through your tone, yourbranding, the value of your
(08:44):
company is.
You're doing this through TVand radio.
You've got that J-will.
You've got that commercialspot.
You've got to also use socialmedia.
People are using that as a wayto stalk who you are as a
business to, I'm going to siftyou out.
Yeah, sift you out.
And, Vicki, one thing, like,okay, I mean, and it's like my
(09:06):
mom, you know, she's coming uplistening to this, but, like,
she'll go check out, you know, abusiness on Facebook before she
goes to their website.
And, you know, I feel like bothof our, like...
So she starts on Facebook andthen ends up on the website.
Yeah.
I mean, I think, like, that'swhat she, quote, unquote,
searches.
I mean, she's 61 years old.
(09:27):
And I think for a lot of us,I'm going to Google.
If I fear a business name, I'mgoing to do it in Google and
just Google that.
My 61-year-old mother usesFacebook as her search engine.
So if she were...
Let's leave contractors on thetable for just a second to make
a sillier hypothetical scenario.
(09:49):
If your mom wanted to get hernails done, she's going to open
up her...
iPad probably is what she'sgot.
She's going to, launch Facebookand search for nail salons in
Facebook before she goes.
Absolutely.
Okay.
So, yeah.
And, but like, they havefriends like, yeah, what's a
(10:10):
lavish nails.
She would, I mean, she wouldn'teven mind has to search.
She would type in lavish nailsand then go check out what
they're saying on social.
And then maybe after that, goto their website.
She has to be playing it.
If she can do it all there onsocial media, she's got to just
do it all on social media.
Yeah.
So that really drops the pointhome about, and Exactly.
(10:36):
to show for PPC as well.
(11:01):
I mean, every PPC campaign, youshould absolutely be mentioning
the same offer that you'rementioning on radio, on TV, on
social media.
Make sure it's all aligned.
So to James' point, if someonehears you, hears your business
name, they are seeing consistentmessaging.
Yeah, and I'm kind of gettingin the weeds with like a
(11:24):
technical setting, but if youreally wanted to dive deep into
the integration, you know, we'vehad clients ask us to have
settings on their Google searchcampaigns to be timed, you know,
inside with when they knowthey're running TV style.
it was increased.
Yeah, increased.
So you make sure if somebodysees your ad while they're
(11:44):
watching a television program,whether it's on, you know, major
broadcast network and you'redoing it through a local
affiliate or whether you'redoing it through streaming,
which I'm going to tease thenext episode of our podcast
where we're talking aboutstreaming and OTT.
So like, The lines are gettingblurred, but on the Google PPC,
(12:05):
those are paid ad search front,the search front, you know,
think about the other placeswhere your target audience could
be hearing your message andmake sure that your ads are
optimized to show up whensomebody says, sees your TV ad
and then picks up their iPad andsearches on your company name.
(12:28):
Yeah, I think that's going tomake the whole experience.
The experience does purportbetter.
I mean, especially for, we'vetalked about this in previous
episodes, your call center.
Like you're not having likemixed messaging on all these
different channels.
So then when somebody from thecall center enters the zone
knowing, hey, I heard a $1,000off offer, the call center is
like, What?
(12:49):
We had a 50% installation goingon.
Make sure it's all the same.
Yes.
Integrated.
Yeah, integrated.
That's the whole point of this.
So we always talk about thepower of social proof.
If you're not a favorite onlinereviews, make sure you're
featuring them.
I think this is another part ofjust making sure you're
supporting and following up onthe different ways you're using
(13:12):
that multi-channel marketing.
So take those online reviewsonline.
Make sure you're featuring themon TV and radio stats and send
people to your website to readmore.
So social proof is huge.
You can use that TV, radio,your video reviews online, even
other places that you can showthose reviews as well.
So if you're running ads on thelocal sports talk radio, you
(13:35):
know, just make sure to includein your ad script.
Hey, we've got check us out onGoogle.
We've got 325, you know, fivestar reviews.
Just let your audience know inthose traditional channels about
what people are saying aboutyou online and tell them how to
go find that information.
So also let's talk about followup.
(13:56):
So if we're talking aboutbridging this gap between
traditional and digital media,email marketing is a great way
to connect with leads capturedfrom your digital campaign so
you can continue theconversation.
And I'm going to add textmessaging into this.
So if you have a compellingenough offer on your website or
in your marketing to capturesomeone's contact information
(14:19):
whether that is email or text,then that's another bridge
between traditional and digitalwhere you can put those folks
into a nurture campaign tocontinue that conversation.
Absolutely.
And this is a no-brainer.
If you're already assophisticated as, you know,
we're making it up.
If you're writing TV, you'rerunning radio ads, you're online
(14:41):
running TPC ads, you've got agreat website, please make sure
you're tacking everything.
Google, even Linux.
You've found out it.
You've got to have it.
Use that to track the source ofthe traffic coming to your
website.
TV, radio, they're going toalso want to make sure that
they're integrated with yourGoogle Satellites.
(15:03):
In case they are, they can makesure.
If they don't, that's probablya problem.
And I'm going to Yeah.
Yeah.
what converts dashboard whichby the way can also send that
(15:42):
information into the crm thatyou're using the crm of your
choice so when we're sayingtrack everything we're saying
track every phone call trackevery text track every uh web
web form submission and do itwith technology that the
customer is it's frictionlessfor the customer they're just
calling what they think is yournumber but you've just captured
(16:04):
the source and channel of wherethat phone call came from did it
come from Or did it come fromyour Google My Business profile?
Or did it come from an LSA ad?
So there are really coolsoftware platforms and
technology out there to allowyou to track everything.
And then you're able to playback to that multi-channel
(16:24):
marketing.
And while we say do all of it,integrate it all together, you
are able to then weigh, okay,this is working better than the
other thing with the righttracking.
tools and advice.
Let's talk about case study.
Yeah, let's give this some realworld context.
One of our clients recently rana seasonal promotion using a
(16:47):
true multi-channel approach.
Yep.
They had two days radio ads forany of their local market.
Okay.
I was at the gym and saw one ofthose radio ads.
I want to see you see a radioad.
I was at the gym and I saw eventhe local TV ads.
(17:07):
So they were running TV andradio ads throughout the local
market, directing people to alanding page.
But even on this television ad,there was a QR code that sent
them to the landing page.
So you could see it right thereat the gym.
It's standard.
You didn't have to type in.
And the URLs get to that pagewith a one-in-a-time offer.
Yeah, that's right.
(17:27):
And then this client that we'reworking with, they also
supported that campaign withPPC.
Those are paid search ads.
They supported it with socialmedia posts that were all on the
same topic, consistentmessaging, and follow-up email
series.
And they even retargeted peoplewho visited their site after
(17:48):
seeing the ads but didn'tconvert.
So they are really blanketingthe zone you know, with, with
this message and this promooffer across multiple channels.
Absolutely.
I mean, and honestly, like tono surprise, the result was a
huge spike in website traffic.
Um, a noticeable, a noticeablefault in both consultation.
(18:10):
So like they had more and moreappointments and it all worked
because it worked out.
And dude, I think we're like,we're be, be, remiss to not tell
the story about a dear friendwho always referenced that
triangle.
Yes.
Yes.
Like the online offlineshowroom triangle.
(18:30):
Yes.
I think like that's alsoanother part of this integrated
digital strategy is we have, youknow, let's use yours for you.
Yeah.
So honestly, I always like togive credit where credit's due,
you know, Fat Cat has been inbusiness almost 25 years.
We weren't always totallyfocused on home improvement.
(18:51):
In the early days, we justserved small to medium sized
businesses here in our localmarket.
And then we met an amazinghuman being that was running a
one day bath company that grewfrom one location to seven
locations and 185 employeesacross three states.
He ended up selling hisbusiness to a very well known
(19:12):
name in this industry that isbecome a dominant player.
And I personally learned somuch from working with that
client who is now also a friendas his business skyrocketed.
And he always talked about thistriangle and the triangle is
online, offline.
And with baths, you know,you've got a showroom.
(19:35):
I know not a lot of roofers,they may not have a showroom.
So some of you may not haveshowrooms, but the point was
you've got your traditionalshowroom TV and radio.
Then you've got online, whichis everything that we talk about
on this podcast.
And then that third level, thatthird leg of the triangle could
(19:56):
either be a showroom or itcould be your canvassing.
It could be your event game.
It's your human to humanin-person contact.
And the idea of this triangleis that you just devote time.
Right.
Right.
(20:17):
Adam, because maybe somebodysaw your television commercial
five times and then they walkedby your booth at a home show
before they decided to fill outa form on the website.
And when they did fill out thatform on the website, our
(20:39):
tracking software attributed itto a PPC ad.
That is a multi-channelcampaign.
You've built exposure and thenyou finally converted them.
So I think I'm done talkingabout this.
I was sitting here thinkinglike, you know, that is truly
amazing.
the multi-channel market.
Like, that is, like, yes,that's multi-channel marketing.
(20:59):
If you're driving peoplethrough Routini, through print
postcards, through canvassingpaid ads to come to your
showroom and see your product inperson, I mean, that's
multi-channel.
Yes.
So, um...
I think there's a lot of greattakeaways.
I would say the more light yourlesson, the more that you're
(21:23):
going to see.
And if you want help, Figuredout how to make it all work.
We're here.
That's what we're here.
We have an awesome opportunityfor you guys.
We have a reactivationcampaign.
Perfect for all the agreementcontractors who want to generate
new projects for enhancedcustomers without having to
chase these cold leads.
(21:44):
So you've done this longfeature already.
You've spent $100,000 on theLPC campaigns and you've
generated a bunch of leads.
Let's reactivate them.
So if you go tofatcatchstrungies.com backslash
reactivate, you can learn moreabout this awesome campaign for
(22:07):
our listeners.
Yeah, we're super excited aboutit.
So next week, what are wetalking about?
We are going to continue thisconversation about traditional
media and how it's evolvingbecause it is.
Yes.
And now when people talk aboutTV...
A lot of times they're talkingabout streaming.
And for you contractors outthere that want to get in front
(22:29):
of homeowners, streaming isdaily.
Daily.
Daily.
We've got a two-year age gap,but we're both streaming.
Oh, yeah.
Everybody's streaming.
Ain't nobody got rabbit earsanymore.
Let's see when you're old.
Okay, fine.
Your mom wins.
But then she's going to searchon Facebook.
Yeah.
(22:49):
Here.
So next week, what we'retalking about is this evolution
of television as it pertains toadvertising.
And we're going to be talkingabout streaming platforms and
how you can get your message onthose platforms.
It's called OTT or over the topadvertising, and it can be
integrated easily and seamlesslyinto your digital strategy to
(23:12):
maximize your reach, boostcredibility and convert more
leads.
Yes.
Thank you so much again forjoining us for another episode.
If you are loving it, Don'tforget to subscribe and leave us
a review.
Until then, keep buildingsmarter and working smarter.
Speaker 00 (23:30):
Digital Marketing for Contractors is created by
Fat Cat Strategies.
For more information, visitfatcatstrategies.com.
Welcome to Digital Marketing for Contractors.
This podcast is brought to youby Fat Cat Strategies, a
full-service digital marketingagency based in Raleigh, North
Carolina.
We specialize in helping homeimprovement contractors just
like you grow their businesses.
Today, you're listening to aseries called Build, Grow,
Dominate, marketing strategiesfor every stage of your home
(00:23):
improvement business.
Every Wednesday, we take a deepdive into the lessons that
we've learned from supportingsome amazing business owners in
the home improvement industry.
In part one, we'll cover theessentials, from startup to your
first five million.
In part two, we're shiftinggears to focus on what it takes
to scale your business to asuccessful exit and or how to
(00:44):
dominate your market.
Now let's get into it.
I'm Janet, and I am the founderof Fat Cat Strategies.
Today, I'm joined by mycolleague, Caitlin Noble.
Hey, I'm Caitlin.
I'm kind of kind of here at FatCat Strategies.
Janet, what are we going todive into today?
Oh, what are we talking about?
Okay, today we are talkingabout a powerful strategy that
many contractors may overlook,and that is multi-channel
(01:10):
marketing.
Now, that sounds sort of like abuzzword, but that's why we're
here.
We're going to break it down.
So what do I mean when I saymulti-channel marketing?
It means specifically how toblend your digital campaigns,
that's everything that'shappening on the internet, with
traditional media like TV andradio.
Yeah, absolutely.
So if you're listening to thisand your business has already
(01:32):
established a strong localpresence in your radio scale,
this episode is absolutely foryou.
By integrating digital andtraditional media, you can
seriously boost your leadgeneration and maximize the
return on hierarchies So let'sstart with the basics.
Multi-channel marketing isexactly what it sounds like,
(01:55):
where you use multiple marketingchannels.
And I know that soundsredundant, same words to define
it, but just bear with us.
So what you're doing is you'reusing multiple channels to reach
your audience.
So think about it.
you're gonna have them see youand encounter your business on
social media.
Then if they've signed up toreceive something from you, you
(02:15):
can send them an email.
If you've got Google search adsrunning and they search on the
products and services that youoffer, they're gonna see you on
search ads.
If you have Google display adsrunning and remarketing ads,
when they're checking theweather or the sports score,
they're gonna see your brandedads.
When we talk aboutmulti-channel with digital And
(02:37):
traditional, all of that stuffthat I just described was
digital on the internet.
With multi-channel, we'retalking about all that plus...
TV, radio, even print.
And I'm going to throw in therecanvassing and home shows.
Anywhere, events, anywhere thatyour prospective customers or
(02:59):
your addressable market, andthose would be homeowners in
your service area, anywherewhere they can encounter and
interact with messages from yourcompany, that's what we're
talking about with multi-channelmarketing.
Absolutely.
And if you're just now tuningin to this series and you need
to listen to an episode of Wehave 30 plus episodes that break
(03:21):
down these different channelsone by one.
So go back, look through any,look through the titles, look
through the titles, theoutcomes, send me the email to
Google ads.
Like we've got that.
So keep listening, but alsoknow we do have a library of
content available.
But to Janet's point, okay,today is always about the
channel marketing and what we'regoing to do.
(03:42):
The key, though, isintegration.
You want your messaging to feelcohesive across every hashtag.
Cohesion is so important.
So whether somebody hears youon a radio ad or clicks your
Facebook ad, You just want tomake sure that they are hearing
your same way your business ispresented.
(04:03):
Do you have multiple ways thatyou call your business?
Is it roofing?
Is it exterior?
Is it contractors?
Make sure your business is thesame.
Yeah, that's the simplestthing.
Yeah, the most simple thing.
Right.
But we're going to talk aboutintegration and why it's so
(04:24):
important to make sure it'sconnected between digital and
traditional.
So why is that important?
So that is a great question.
So why bother taking this extraeffort to make sure that
everything is both cohesive andintegrated?
Well, here's the deal.
Traditional media buildsawareness and credibility.
(04:44):
If you're on TV and radio,people are assuming that you are
legit.
You're a local business andyou've got enough money to run
that ad.
Yeah.
I mean, TV has been around.
I'm going to date myself.
What are we talking about?
the 50s, the late 40s, 50s.
So just by having your imageand message and company name
(05:05):
broadcast into people's livingroom, that's just going to build
awareness and trust that notmany other things do.
That and radio.
Radio's been around a lotlonger.
So we as humans, we've beensort of programmed to receive
information through those twomediums.
So You know, what we're talkingabout is making sure that your
(05:28):
brand messages and your brandstory are consistent across all
these different channels.
Absolutely.
And on the flip side, digitalchannels, which are much newer,
much newer, much, much, muchnewer, you know, even the origin
of that cat, you know, digitalchannels.
Yes, you know, I mean, likewithin the last decade, but I
(05:49):
mean, as are most marketingagencies, that's going to dig
into data, differentity, and thefast feedback.
So when you combine those two,both digital and traditional,
you're going to get reach andprecision.
Exactly.
And plus more channels equalsmore touch points equals more
(06:10):
chances to convert a lead.
Praise God.
So let's talk tactics.
First up, what's the line ormessaging?
Whether it's a radio javel or aFacebook video ad, your tone,
your brandy, and your valueproposition should always be
consistent.
Exactly.
And so, you know, if we'regoing to build on this idea
(06:32):
about how to blend digital withtraditional, the next thing
you're going to want to do isuse TV and radio to drive
traffic to those onlinechannels.
ads and campaigns that you'vegot.
So, you know, if the bigshotgun approach or the giant
net that you're using to catchbutterflies is radio and TV,
(06:53):
then the more precise, I'mmixing a bunch of white metal
here, the more precise weapon isgoing to be that digital.
So if radio and TV is ashotgun, digital is, you know, a
highly precise...
I don't do guns, so my metaphorfell apart.
Anyway...
I think you get where I'mgoing.
So you can amplify yourtraditional media on social
(07:19):
media.
But Caitlin's going to talkabout that in a second.
So if you're using radio and TVto drive traffic to these
online campaigns, you shouldalways include a call to action.
Visit our website for a freequote.
Visit our website to download abuyer's guide.
Visit our website for a freevideo on how to spot if you've
(07:43):
got a problem with yoursighting.
You're using that broad-basedmedia to drive people to your
online asset and then you'reincluding a very specific call
to action.
And then the way you integratethat is if you're using your TV
commercial to drive people toget something specific off of
(08:03):
your website, then you can trackthat traffic from that channel
with a custom URL or a promocode.
So if your TV commercial issaying, hey, we've got a kitchen
remodel design guide that'sfree that you can download from
our website, then the URL thatyou promote on your TV
(08:23):
commercial is going to be atrackable URL so you can see how
many people came to that URLfrom your TV commercial.
And that's that bridge betweendigital and traditional.
Absolutely.
So, on to that note, you know,you're allowing your message
already through your tone, yourbranding, the value of your
(08:44):
company is.
You're doing this through TVand radio.
You've got that J-will.
You've got that commercialspot.
You've got to also use socialmedia.
People are using that as a wayto stalk who you are as a
business to, I'm going to siftyou out.
Yeah, sift you out.
And, Vicki, one thing, like,okay, I mean, and it's like my
(09:06):
mom, you know, she's coming uplistening to this, but, like,
she'll go check out, you know, abusiness on Facebook before she
goes to their website.
And, you know, I feel like bothof our, like...
So she starts on Facebook andthen ends up on the website.
Yeah.
I mean, I think, like, that'swhat she, quote, unquote,
searches.
I mean, she's 61 years old.
(09:27):
And I think for a lot of us,I'm going to Google.
If I fear a business name, I'mgoing to do it in Google and
just Google that.
My 61-year-old mother usesFacebook as her search engine.
So if she were...
Let's leave contractors on thetable for just a second to make
a sillier hypothetical scenario.
(09:49):
If your mom wanted to get hernails done, she's going to open
up her...
iPad probably is what she'sgot.
She's going to, launch Facebookand search for nail salons in
Facebook before she goes.
Absolutely.
Okay.
So, yeah.
And, but like, they havefriends like, yeah, what's a
(10:10):
lavish nails.
She would, I mean, she wouldn'teven mind has to search.
She would type in lavish nailsand then go check out what
they're saying on social.
And then maybe after that, goto their website.
She has to be playing it.
If she can do it all there onsocial media, she's got to just
do it all on social media.
Yeah.
So that really drops the pointhome about, and Exactly.
(10:36):
to show for PPC as well.
(11:01):
I mean, every PPC campaign, youshould absolutely be mentioning
the same offer that you'rementioning on radio, on TV, on
social media.
Make sure it's all aligned.
So to James' point, if someonehears you, hears your business
name, they are seeing consistentmessaging.
Yeah, and I'm kind of gettingin the weeds with like a
(11:24):
technical setting, but if youreally wanted to dive deep into
the integration, you know, we'vehad clients ask us to have
settings on their Google searchcampaigns to be timed, you know,
inside with when they knowthey're running TV style.
it was increased.
Yeah, increased.
So you make sure if somebodysees your ad while they're
(11:44):
watching a television program,whether it's on, you know, major
broadcast network and you'redoing it through a local
affiliate or whether you'redoing it through streaming,
which I'm going to tease thenext episode of our podcast
where we're talking aboutstreaming and OTT.
So like, The lines are gettingblurred, but on the Google PPC,
(12:05):
those are paid ad search front,the search front, you know,
think about the other placeswhere your target audience could
be hearing your message andmake sure that your ads are
optimized to show up whensomebody says, sees your TV ad
and then picks up their iPad andsearches on your company name.
(12:28):
Yeah, I think that's going tomake the whole experience.
The experience does purportbetter.
I mean, especially for, we'vetalked about this in previous
episodes, your call center.
Like you're not having likemixed messaging on all these
different channels.
So then when somebody from thecall center enters the zone
knowing, hey, I heard a $1,000off offer, the call center is
like, What?
(12:49):
We had a 50% installation goingon.
Make sure it's all the same.
Yes.
Integrated.
Yeah, integrated.
That's the whole point of this.
So we always talk about thepower of social proof.
If you're not a favorite onlinereviews, make sure you're
featuring them.
I think this is another part ofjust making sure you're
supporting and following up onthe different ways you're using
(13:12):
that multi-channel marketing.
So take those online reviewsonline.
Make sure you're featuring themon TV and radio stats and send
people to your website to readmore.
So social proof is huge.
You can use that TV, radio,your video reviews online, even
other places that you can showthose reviews as well.
So if you're running ads on thelocal sports talk radio, you
(13:35):
know, just make sure to includein your ad script.
Hey, we've got check us out onGoogle.
We've got 325, you know, fivestar reviews.
Just let your audience know inthose traditional channels about
what people are saying aboutyou online and tell them how to
go find that information.
So also let's talk about followup.
(13:56):
So if we're talking aboutbridging this gap between
traditional and digital media,email marketing is a great way
to connect with leads capturedfrom your digital campaign so
you can continue theconversation.
And I'm going to add textmessaging into this.
So if you have a compellingenough offer on your website or
in your marketing to capturesomeone's contact information
(14:19):
whether that is email or text,then that's another bridge
between traditional and digitalwhere you can put those folks
into a nurture campaign tocontinue that conversation.
Absolutely.
And this is a no-brainer.
If you're already assophisticated as, you know,
we're making it up.
If you're writing TV, you'rerunning radio ads, you're online
(14:41):
running TPC ads, you've got agreat website, please make sure
you're tacking everything.
Google, even Linux.
You've found out it.
You've got to have it.
Use that to track the source ofthe traffic coming to your
website.
TV, radio, they're going toalso want to make sure that
they're integrated with yourGoogle Satellites.
(15:03):
In case they are, they can makesure.
If they don't, that's probablya problem.
And I'm going to Yeah.
Yeah.
what converts dashboard whichby the way can also send that
(15:42):
information into the crm thatyou're using the crm of your
choice so when we're sayingtrack everything we're saying
track every phone call trackevery text track every uh web
web form submission and do itwith technology that the
customer is it's frictionlessfor the customer they're just
calling what they think is yournumber but you've just captured
(16:04):
the source and channel of wherethat phone call came from did it
come from Or did it come fromyour Google My Business profile?
Or did it come from an LSA ad?
So there are really coolsoftware platforms and
technology out there to allowyou to track everything.
And then you're able to playback to that multi-channel
(16:24):
marketing.
And while we say do all of it,integrate it all together, you
are able to then weigh, okay,this is working better than the
other thing with the righttracking.
tools and advice.
Let's talk about case study.
Yeah, let's give this some realworld context.
One of our clients recently rana seasonal promotion using a
(16:47):
true multi-channel approach.
Yep.
They had two days radio ads forany of their local market.
Okay.
I was at the gym and saw one ofthose radio ads.
I want to see you see a radioad.
I was at the gym and I saw eventhe local TV ads.
(17:07):
So they were running TV andradio ads throughout the local
market, directing people to alanding page.
But even on this television ad,there was a QR code that sent
them to the landing page.
So you could see it right thereat the gym.
It's standard.
You didn't have to type in.
And the URLs get to that pagewith a one-in-a-time offer.
Yeah, that's right.
(17:27):
And then this client that we'reworking with, they also
supported that campaign withPPC.
Those are paid search ads.
They supported it with socialmedia posts that were all on the
same topic, consistentmessaging, and follow-up email
series.
And they even retargeted peoplewho visited their site after
(17:48):
seeing the ads but didn'tconvert.
So they are really blanketingthe zone you know, with, with
this message and this promooffer across multiple channels.
Absolutely.
I mean, and honestly, like tono surprise, the result was a
huge spike in website traffic.
Um, a noticeable, a noticeablefault in both consultation.
(18:10):
So like they had more and moreappointments and it all worked
because it worked out.
And dude, I think we're like,we're be, be, remiss to not tell
the story about a dear friendwho always referenced that
triangle.
Yes.
Yes.
Like the online offlineshowroom triangle.
(18:30):
Yes.
I think like that's alsoanother part of this integrated
digital strategy is we have, youknow, let's use yours for you.
Yeah.
So honestly, I always like togive credit where credit's due,
you know, Fat Cat has been inbusiness almost 25 years.
We weren't always totallyfocused on home improvement.
(18:51):
In the early days, we justserved small to medium sized
businesses here in our localmarket.
And then we met an amazinghuman being that was running a
one day bath company that grewfrom one location to seven
locations and 185 employeesacross three states.
He ended up selling hisbusiness to a very well known
(19:12):
name in this industry that isbecome a dominant player.
And I personally learned somuch from working with that
client who is now also a friendas his business skyrocketed.
And he always talked about thistriangle and the triangle is
online, offline.
And with baths, you know,you've got a showroom.
(19:35):
I know not a lot of roofers,they may not have a showroom.
So some of you may not haveshowrooms, but the point was
you've got your traditionalshowroom TV and radio.
Then you've got online, whichis everything that we talk about
on this podcast.
And then that third level, thatthird leg of the triangle could
(19:56):
either be a showroom or itcould be your canvassing.
It could be your event game.
It's your human to humanin-person contact.
And the idea of this triangleis that you just devote time.
Right.
Right.
(20:17):
Adam, because maybe somebodysaw your television commercial
five times and then they walkedby your booth at a home show
before they decided to fill outa form on the website.
And when they did fill out thatform on the website, our
(20:39):
tracking software attributed itto a PPC ad.
That is a multi-channelcampaign.
You've built exposure and thenyou finally converted them.
So I think I'm done talkingabout this.
I was sitting here thinkinglike, you know, that is truly
amazing.
the multi-channel market.
Like, that is, like, yes,that's multi-channel marketing.
(20:59):
If you're driving peoplethrough Routini, through print
postcards, through canvassingpaid ads to come to your
showroom and see your product inperson, I mean, that's
multi-channel.
Yes.
So, um...
I think there's a lot of greattakeaways.
I would say the more light yourlesson, the more that you're
(21:23):
going to see.
And if you want help, Figuredout how to make it all work.
We're here.
That's what we're here.
We have an awesome opportunityfor you guys.
We have a reactivationcampaign.
Perfect for all the agreementcontractors who want to generate
new projects for enhancedcustomers without having to
chase these cold leads.
(21:44):
So you've done this longfeature already.
You've spent $100,000 on theLPC campaigns and you've
generated a bunch of leads.
Let's reactivate them.
So if you go tofatcatchstrungies.com backslash
reactivate, you can learn moreabout this awesome campaign for
(22:07):
our listeners.
Yeah, we're super excited aboutit.
So next week, what are wetalking about?
We are going to continue thisconversation about traditional
media and how it's evolvingbecause it is.
Yes.
And now when people talk aboutTV...
A lot of times they're talkingabout streaming.
And for you contractors outthere that want to get in front
(22:29):
of homeowners, streaming isdaily.
Daily.
Daily.
We've got a two-year age gap,but we're both streaming.
Oh, yeah.
Everybody's streaming.
Ain't nobody got rabbit earsanymore.
Let's see when you're old.
Okay, fine.
Your mom wins.
But then she's going to searchon Facebook.
Yeah.
(22:49):
Here.
So next week, what we'retalking about is this evolution
of television as it pertains toadvertising.
And we're going to be talkingabout streaming platforms and
how you can get your message onthose platforms.
It's called OTT or over the topadvertising, and it can be
integrated easily and seamlesslyinto your digital strategy to
(23:12):
maximize your reach, boostcredibility and convert more
leads.
Yes.
Thank you so much again forjoining us for another episode.
If you are loving it, Don'tforget to subscribe and leave us
a review.
Until then, keep buildingsmarter and working smarter.
Speaker 00 (23:30):
Digital Marketing for Contractors is created by
Fat Cat Strategies.
For more information, visitfatcatstrategies.com.
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