225. Why Our Marketing Campaign Flopped: A Revealing Case Study

Dive into this episode of The Nailed It! Show as Elizabeth Lytle and Sydney Correll discuss the keys to managing successful marketing teams in the contracting industry. Learn why weekly marketing meetings are essential, how to track social media and SEO metrics effectively, and the importance of aligning your team's efforts for maximum impact. Sydney & Elizabeth share actionable insights on fostering collaboration, measuring performance, and building a data-driven strategy that drives long-term results. Key Takeaways: 🔹 The importance of weekly marketing team and one-on-one meetings. 🔹 Metrics to track for social media and SEO success. 🔹 How to bridge the gap between brand awareness and ROI. 🔹 Building alignment to cut through the noise effectively. This episode is packed with actionable strategies for contractors looking to maximize their marketing ROI and build a cohesive, results-driven team. Key Timestamps: 0:15: Introducing the significance of marketing manager-owner collaboration. 4:12: Breaking down the role of a marketing manager. 7:45: Setting measurable goals to assess marketing team success. 12:10: The importance of tracking lead sources for clarity. 15:35: How marketing managers can analyze campaign performance effectively. 20:37: Importance of weekly marketing team meetings for alignment. 23:57: Key social media metrics to track consistently. 27:31: Why lead-focused social media can harm local relationships. 28:31: SEO metrics to monitor for website performance. 30:40: Aligning marketing metrics with sales team efficiency.

Dive into this comprehensive guide on effectively managing and supporting a marketing manager for your roofing company. Sydney Correll, Marketing Director at Contractor Dynamics, breaks down the critical tasks marketing managers should perform daily, weekly, monthly, and quarterly to maximize ROI and drive growth. Learn actionable steps to hold your marketing team accountable, balance in-house and outsourced efforts, and ensure consistent, high-impact marketing execution. Key Takeaways: 🔹 Essential daily tasks to drive immediate results. 🔹 Weekly and monthly activities to optimize campaigns and track ROI. 🔹 Strategic quarterly planning for sustainable growth. 🔹 Insights into balancing in-house teams and third-party agencies. This video is a must-watch for roofing company owners and marketing managers aiming to elevate their marketing strategies and streamline operations. Important Timestamps: 1:15 How to effectively lead a marketing manager 3:15 Daily marketing manager tasks for maximum ROI 4:55 Weekly tasks to optimize ads and generate leads 8:08 Writing email campaigns and leveraging Google Local Service Ads 10:13 Monthly activities like client testimonials and SEO optimization 12:22 Quarterly strategic planning for impactful results 13:30 Sneak peek: KPIs for marketing manager success

Tune into this in-depth guide on structuring compensation for a marketing manager in your contracting business. Sydney Correll, Marketing Director at Contractor Dynamics, shares proven pay models used by successful clients. Learn how to set realistic salary ranges, structure performance bonuses, and understand the value of marketing managers as revenue-driving team members. This video will equip you with the tools to confidently design a pay plan that motivates and attracts top marketing talent. Key Takeaways: 🔹 Understanding the importance of a revenue-driven role. 🔹 Salary ranges based on experience and skill levels. 🔹 The benefits of quarterly bonuses over monthly KPIs. 🔹 How revenue share aligns pay with company growth. Whether you're hiring your first marketing manager or refining your pay plan, this video provides the guidance you need to make the best decision for your business. Key Timestamps: 00:03 Introduction to structuring marketing manager pay 00:36 Why paying a marketing manager feels intimidating 01:19 Marketing managers as revenue-driving positions explained 02:05 Training timeline: When to expect ROI from managers 02:56 Part-time vs. full-time pay adjustments clarified 03:50 Recommended base salary ranges for different experience levels 05:23 Types of performance pay: Bonuses and revenue share 07:46 Final tips for structuring compensation plans effectively

Tune into this enlightening episode of The Nailed It! Show as Sydney Correll engages in a deep dive with Elizabeth Lytle about the critical role of marketing managers in roofing companies. They explore how to hire the right person, ensuring they align with your company’s core values and culture. From crafting the perfect interview questions to understanding qualifications and experience, Elizabeth shares valuable insights that will help your business find the perfect marketing manager. Key Takeaways: 🔹 How to identify the best marketing manager candidates. 🔹 Why core value alignment is key for success. 🔹 The importance of assessing coaching and learning potential. 🔹 Tips for effective interview techniques and questions. This episode is a must-watch for roofing business owners seeking to hire a revenue-driving marketing manager who aligns with their vision and company culture. Key Timestamps: 0:47 - Discussing the critical role of marketing managers 3:07 - The importance of coachability in marketers 6:25 - Why core values are key in hiring decisions 9:31 - Using assessments to filter candidates effectively 13:06 - Core value-based interview questions explained 17:14 - A sample question about continuous learning 19:42 - Panel interviews and their role in selection 23:15 - The power of open-ended questions during interviews

In this episode of The Nailed It! Show, Joseph Hughes sits down with Chris Diroll to explore how roofing companies can leverage system improvements and virtual assistants (VAs) to fuel business growth. Chris shares strategies specific to the roofing industry, discussing how streamlined systems and virtual support can enhance operations, cut costs, and allow owners to focus on higher-value tasks. Learn the best practices for identifying key areas for improvement, hiring VAs, and building a scalable support system tailored for roofing companies. Key Takeaways: 🔹 How virtual assistants can enhance roofing business efficiency. 🔹 System improvements that are essential for roofing companies. 🔹 Effective hiring and management of VAs in the roofing industry. 🔹 Success stories of roofing companies scaling with virtual support. Ideal for roofing business owners aiming to grow efficiently, this episode provides industry-specific insights into building a stronger, more organized business model. Key Timestamps: 00:05 - Introduction to system improvements in roofing 02:15 - Benefits of virtual assistants for roofing companies 04:47 - Key areas to enhance with better systems 07:12 - Finding the right VA for roofing tasks 09:25 - Onboarding and training VAs effectively 12:03 - Real examples of successful VA implementation in roofing 14:36 - Common challenges in roofing system improvements 16:02 - Final tips for roofing companies on using VAs

Tune into this informative discussion with Joseph Hughes as he explores the strategies roofing companies need to succeed in a challenging market with Beacon Building Products experts, John Kluba and Ron Rehak. They dive into the importance of embracing video marketing, strengthening customer follow-up, and adapting to industry changes. Learn how roofing businesses can navigate slow periods by stepping outside their comfort zones and using creative marketing approaches. Key Takeaways: 🔹 The impact of consistent lead generation and follow-up. 🔹 Overcoming the hesitation to embrace new marketing strategies. 🔹 How insurance changes are affecting roofing sales. 🔹 Practical advice on adapting to a slow market and building lasting customer relationships. This video is essential for roofing professionals looking to innovate and grow in a competitive industry.

Unlock the power of video marketing for your roofing business with this guide to hiring the right video expert. Joseph Hughes walks through a step-by-step approach to finding and onboarding a videographer who can help you generate high-quality content, build your brand, and attract top clients. With practical advice on where to find video talent, budget considerations, and why direct hiring often beats large agencies, this video is a must-watch for any contractor ready to stand out and drive growth through strategic video marketing. Key Takeaways: 🔹 Why every roofing company needs video to succeed 🔹 Where to find the perfect videographer for your team 🔹 Budgeting tips for both full-time and freelance hires 🔹 Benefits of a streamlined, efficient video workflow Tune in to learn how to take your video marketing to the next level! Important Timestamps: 0:03 - Introduction to hiring a videographer for contractors 0:20 - Four essential steps for hiring a video expert 0:32 - Why hiring a video pro matters for roofing 1:20 - Where to find a skilled video person 2:14 - Exploring hiring options: freelance, full-time, agency 3:56 - Setting a budget for a quality videographer 5:30 - Why individual videographers beat large production companies 6:42 - Tips for effective video content workflow 7:25 - Budgeting tips: full-time vs. part-time roles 8:43 - Utilizing local networks to find video talent 10:05 - Final tips on hiring and building a video strategy

Tune into this enlightening episode of The Nailed It! Show as Joseph Hughes dives deep into the proven strategies of the industry's leading companies. Recorded fresh from the ECA National Conference, Joseph shares invaluable insights on the three critical areas that roofing and exterior contracting businesses focus on to maintain market leadership. Learn from real-world examples and expert discussions on organizational health, financial intelligence, and the cutting-edge use of AI to streamline operations and boost profitability.  Key Takeaways: 🔹 Mastering organizational health for long-term success. 🔹 Importance of financial intelligence in business management. 🔹 Leveraging AI for operational efficiency and competitive advantage. This episode is a must-watch for roofing business owners eager to elevate their operations and navigate the complexities of industry leadership effectively. Important Timestamps: 0:02 - Introduction to strategies of industry leaders. 1:21 - Overview of ECA National Conference insights. 2:10 - Focus on organizational health in roofing businesses. 3:22 - Importance of team flexibility and growth potential. 4:01 - Financial intelligence and its impact on business. 6:00 - The role of AI in enhancing business operations. 8:10 - Summary of key lessons from the conference. 9:25 - Invitation to join the Arena Mastermind for contractors.

Tune into this enlightening episode of The Nailed It! Show as Elizabeth Lytle explores the pivotal steps roofing companies can take to internalize their marketing operations effectively. This deep dive addresses common challenges like dependency on agencies and the inefficiencies of external lead generation. Elizabeth discusses the strategic advantages of in-house marketing, emphasizing the importance of understanding customer needs, selecting profitable projects, and establishing brand recognition locally. Key Takeaways: 🔹 Importance of internalizing marketing for better control and costs. 🔹 Step-by-step guidance on setting up an in-house marketing department. 🔹 How to avoid common pitfalls like inconsistency and "shiny object syndrome." 🔹 Practical tips for maintaining focus and building a robust marketing foundation. Perfect for roofing business owners, this episode is essential for those looking to enhance their marketing efficacy and ensure their brand stands out in competitive markets. Important Timestamps: 0:02 - Discussion on the drawbacks of relying on agencies. 1:00 - The benefits of knowing your customers and market. 2:15 - Addressing the risks of over-diversification in marketing efforts. 3:10 - Essential practices when bringing marketing in-house. 4:11 - The importance of protecting scheduled marketing time. 5:38 - Effective focus areas in marketing: search, social, local. 7:10 - Strategic planning for consistent content creation. 8:20 - Importance of video content in marketing strategy. 9:44 - Consequences of inadequate planning in content creation. 11:04 - The crucial role of tracking in marketing. 12:59 - The importance of comprehensive metric tracking. 14:10 - Hiring the right people to handle in-house marketing.