In a long blog, Duct Tape Marketing founder, John Jantsch, lays out a comprehensive plan and tool kit for a marketing strategy he calls "channel leveraging."
He starts by listing the 16 marketing channels available today, noting that about half of them developed in the last 10 years. Referrals are there, of course, as is email marketing, SEO, and other familiar channels. But also on the list are things like "Partner Marketing" and "Influencer Marketing" that most remodelers have never heard about and even fewer have tried.
His thesis, which he calls "channel leverage," sounds like common sense: It's easier to leverage what's working than to explore something new. The problem is that most business owners don't know what's working, and even when they do, they may not think of it as marketing. Referrals are a good example. Most remodelers get a lot of referrals, but they have no strategy to increase the number and quality of referrals. Consequently, they don't employ what Jantsch calls "cross-channel leverage" — for instance, using demonstrations or speaking engagements to enhance referrals.
The rest of the post is devoted to examples and tools needed to implement channel-leverage in your business.
Related Stories
Cause Marketing: What Is It and Why Use It?
Home improvement industry leader Brian Gottlieb breaks down cause marketing and why it should be a part of every home improvement company's budget.
A Deep Dive on Search Marketing for Remodelers
Understand your company's digital marketing opportunities.
6 Considerations for Using a Texting Platform in Your Business
Texting remains the most popular way to communicate. How can larger companies do it effectively through platforms?
Grow Your Business Through Collaboration with Remodeling Peers
Remodeling Mastery Forums offers a unique business opportuniy for remodelers
Lowe’s Study Identifies What Homeowners Think of Contractors
Lowe's new study asks homeowners the hard question: What's your biggest headache with contractors?
Marketing Lessons From The New American Remodel 2022
A local remodeler with a great project can use some of the same approaches to attract new business.
5 Tips for Getting More Good Reviews
Use these guidelines to gain new business through online reviews.
A 7-Step Checklist for Refreshing Your Website
If you're looking to make small yet impactful changes to refresh your company website, follow these 7 steps.