Roofing Podcast: Hook Better Leads: Recent Episodes

Tim Brown

✔ Only for roofers and other contractors ✔ Amazing tips for hooking better leads ✔ Leadership, tools, and mindset as well!

Todd Price joins the Hook Better Leads podcast to discuss his path to success, systems, scaling, and much more!

Find more about Todd at: https://perimeterroofing.com/

Learn more about us at: https://hookagency.com/

Dylan Herman of Local Roofing LLC joins us to discuss his success in hitting $3.8M in sales, the transition from sales to management, and much much more. Have you ever wondered what to do when it's slow as a sales rep? Dylan Herman and I discuss that in depth on todays episode.

Mike Goldenstein joins the podcast to discuss common misconceptions about roofing code & sales VS marketing, while dropping some dad jokes along the way.

Recurring guest Dmitry Lipinskiy joins the Hook Better Leads Podcast to discuss lead gen fails, toxic lead gen bros, his upcoming fight, and more!

Reggie Brock joined the Hook Better Leads Podcast to discuss hostility in the roofing industry, roofing claims fights, the history of insurance and more! He also spoke to the Hook team about personal development which we are grateful for!

Find more about Reggie at https://www.reggiebrock.com/

See more from us at: https://hookagency.com/ & @HookAgency on all socials.

Kirt Linington joins the Hook Better Leads podcast to discuss his journey through fitness to roofing, and his strong leadership techniques!

Learn more about Kirt at: https://www.linearroofing.com/ & https://poweredbystronghouse.com/

See more from us at: https://hookagency.com/ & @HookAgency on all socials

$17M year one? So many questions about process, leads, and their specific market. Thanks for joining me on this special bonus episode of Hook Better Leads Sam Kohler and Shane Michael!

Their Website: https://vanguardgc.com/

From trying to work from a hospital after an open heart surgery – to creating processes and systems Garen Armstrong has built up Shamrock Roofing and Construction to almost 40M in a very short amount of time. What would he do differently?

He shares 7 key lessons in this podcast that is jam-packed with value.

🫀Creating a great team that can step up during time away.

💰 When to move from from cash to accrual accounting.

🏦 How to handle when you outgrow your bank.

❤️‍🔥 Is it time to fire someone, or move them to a different position?

🤓 Outgrowing CPA's and who to have in money positions.

😿 When is it time to move on from Acculynx?

👀 What to watch out for in acquisition discussions + partners

Shamrock Roofing's website: https://shamrockroofer.com/
Garen's Website: https://GarenArmstrong.com

Today, we chatted with Steve Patrick of Level the Playing Field on Facebook and discussed tips that insurance restoration roofers can utilize to improve their sales efforts.

Steve Patrick: https://stormconsultantsllc.com/steve-patrick/ https://www.facebook.com/groups/1022990584433464

https://hookagency.com/

Today, we catch up with Sydnee Olsen from the Hook team to discuss our sales process and recap the One Industry One Model event we've attended over this summer.

Today, we caught up with John Senac, aka John the Roof Pro, of NTS Identification Services to discuss how roofers can process their insurance claims better.

Check out John Senac: https://www.johntheroofpro.com/ https://ntsid.com/

Today, we sat down to chat with Troy Anderson of TopDown Roofing to discuss his different businesses and side hustles. We also discussed how entrepreneurs can determine if their side hustles and passion projects should be pursued or considered distractions.

Check out Troy Anderson and TopDown Roofing: https://www.linkedin.com/in/troy-anderson-405a54190/ https://topdownroofing.com/

https://hookagency.com/

Today we chat with Blaike Medlin to discuss the upcoming RoofCon 2022 event put on by Roofing.com. With engaging speakers, various vendors, and networking opportunities, you're not going to want to miss RoofCon this year.

Reach out to Blaike and the RoofCon team to secure the Buy 2 Get 1 Free deal for you and your team members: Call or text 866-647-7066 or email sales@roofing.com

Podcast put on by https://hookagency.com/

Today, we sat down to chat with Michael Gogan of CompanyCam to discuss different ways for contractors to showcase their work better. Whether you are using a CompanyCam showcase or a gallery on your website, remember these best practices.

Check out CompanyCam: https://companycam.com/hookagency https://hookagency.com/

Today, we sat down with Dashaun Bryant, founder of Roof Hustlers, to discuss different sales tips and tactics to get the deal done ✅

Check out Dashaun: https://www.linkedin.com/in/dashaun-bryant-6368348a/ https://www.youtube.com/channel/UC9QoYbXnbs12PFen9-pe7Jw

https://hookagency.com/

Today, we sat down with Drew Paetow of Best Exteriors Inc. to discuss how he got his first 100 Google reviews in just two years and the abundance of noise that is currently in the roofing industry.

Check out Drew and Best Exteriors: https://bestexteriorsinc.com/ https://hookagency.com/

During this special podcast, we sat down to chat with Matt Spanton of CAT Contracting to learn more about the new laws in Florida and what roofers can do to help after Hurricane Ian.

Check out Matt Spanton and CAT Contracting : https://www.mattspanton.com/about https://catcontracting.com/

https://hookagency.com/

Ryan Groth discusses some of the best ways to find top roofing salesmen and how to coach them to become driven + inspiring leaders.

Check out STG: https://www.salestransformationgroup.com/hookagency/ The Transform Conference, October 5-8: https://www.thetransformconference.com/dallas-2022-a

https://hookagency.com/

Diego Dante of Roofers LLC and Roofing.com gives us a brief rundown of his story, coming from a small family in Uruguay to becoming the CEO of his own company.

Check out Diego: https://roofersllc.com/ https://hookagency.com/

Today, we sat down with Anthony Fuchsel of Montana Roofing Solutions to chat about his first year in business (where he is on track to hit $2M 💰). We also discuss the differences he's noticed between being a roofing salesman and an owner.

Guest: https://montanaroofingsolutions.com/

https://hookagency.com/

We sit down with Graham Dessert to discuss his experience with roofing bankruptcy and the lessons he's learned from that time.

Check out https://www.leagueofleadersgroup.com/ https://hookagency.com/

Today, we sat down to chat with Thais Saenz and Maria McMillan from Saenz Global about Roofing Admin Support and the struggles roofers often have with delegating.

Check out Saenz Global: https://www.saenzglobal.com/ https://hookagency.com/

Today, we sat down with Adam Sand of RBP Consulting (roofingbusinesspartner.com) to discuss the future of roofing, the recession, and 3 to 10-year predictions about the industry.

Adam Sand: https://www.roofingbusinesspartner.com/ https://hookagency.com/

Today, we sat down with Al Levi of 7 Power Contractor to discuss how to apply different home service business practices to roofing.

Today, we sat down with Ethan Andes of Andes Roofing to discuss different ways new contractors can stop relying on storms when starting out.

The final tip got cut off! My apologies - If you want to know more - comment and Adam will respond. So many more great videos from Adam here: https://www.youtube.com/c/TheRoofStrategist Send him a message here: help@roofstrategist.com or call/text: 303-222-7133 with any program questions

Today, we sat down with Adam Bensman of The Roof Strategist to discuss the top mistakes beginner roofing sales reps make when just starting out.

Today, we sat down with Dmitry Lipinskiy of Roofing Insights and Directorii to discuss roofing Youtube tips, tricks, and best practices.

https://roofinginsights.com/ https://directorii.com/ https://hookagency.com/

Today, we sat down with Mike Claudio of WinRate Consulting to discuss facilitating organizational change and creating accountability within your organization.

Mike Claudio: https://www.winrateconsulting.com/ https://www.mikeclaudio.com/

Visit Us at https://hookagency.com/

Today, we sat down with Randy Brothers of The Roofing Academy to discuss whether new roofers should pursue a Storm vs. Retail model when just starting out. Plus we hear from Hunter Ballew (Roofing.com) and TJ McCormack (World's Greatest Roofer), who give their takes.

Randy Brothers - https://theroofingacademy.com/ Hunter Ballew - https://roofing.com/ TJ McCormack - http://worldsgreatestroofer.com/ https://hookagency.com/

Today, we sat down with David Carroll of DOPE Marketing to discuss direct mail strategies that actually work.

Visit Dope Marketing at: https://www.dopemarketing.com/?hsLang=en Check out Sales Transformation Group at: https://www.salestransformationgroup.com/hookagency/ Visit us at: https://hookagency.com/

Today, we sat down with Steven Soule of CMR Roofing to discuss some of the reasons why some roofing companies take off and others fail.

https://cmrconstruction.com/ https://hookagency.com/

Today, Nicholas Capobianco from Roofr.com and I discuss the pro's and con's of Roof Measurement Software vs. Hand Measurement.

Today, we sat down with Jason Reisman of Eustis Roofing to discuss 3 types of sales support that roofing companies can implement into their businesses.

Today, we sat down with Carlos del Pozo from Team Engine to discuss several reasons why you might have a labor shortage, and what to do about it.

We sat down with Kimba Garcia from CEO-AF to discuss the top CEO mindset mistakes and How to Keep Focused when running your roofing company.

https://ceo-af.com/
https://hookagency.com/

Today, we sat down with Cameron Harris of Contractor360.io to discuss how to use video to recruit for your roofing company.

https://www.linkedin.com/in/cameron-harris-45586248/
https://hookagency.com/

SEO is slow. It sucks... but then it's frickin awesome! Here's how to speed it up, or at least – everything we've experimented with. We're all trying to find ways to make it happen.

Today, I sat down with Ty Meredith and Jonathan Broce of Ugly Roof and MHI Roofing to discuss the Pro's and Con's of Ugly Roof vs. RoofMaxx.

We sat down with Charlie Anderson of Dreamworx Exteriors to discuss how to get more roof referrals using social media.

https://dreamworxexteriors.com/
https://hookagency.com/
The E-Myth: https://tinyurl.com/yckw47js

Today we sat down with Heath Hicks of AVCO Roofing to discuss the best ways to find high-margin jobs and to stop wasting time with the rest.

https://www.linkedin.com/in/heath-hicks-988500160/
https://avcoroofing.com/
https://hookagency.com/

Want to know how to improve your customer service?

We listened to 100 calls to find 5 roofing customer service tips you can use with your business.

Join Sydnee Olsen and Tim Brown on the Hook Better Leads podcast to learn more!

https://hookagency.com/

Today, we sat down with TJ Ware from Paradise Claims to discuss NTS vs. iTel for the shingle analysis process and the benefits of using social media for roofing sales.

I had the pleasure to sit down with Martin Pettigrew of Monarch Brain and pick his brain about recruiting, where he looks for talent, and what he looks for. He has such a dominant team of high-performers from executive level to all throughout the organization, I think his methods deserve a closer look. Hope you enjoy!

Benny Fisher stopped by the Hook offices to talk about why you need a roofing sales process, and we learned a ton! Check it out.

Who knew social media could wield such power, for a B2B roofing play. TJ McCormack shares his insane TikTok success and how you can do it too.

Are you wasting money on Google Ads?

Join Vincenzo Colosimo and Tim Brown in the Hook Better Leads podcast where they break down 3 ways roofers waste money on Google Ads.

https://hookagency.com/

Today, we sat down with Becca Switzer of Roof Sales Mastery to discuss the top 7 objections heard in roofing sales and how to handle them. She also gives some additional sales and marketing tips.

Becca Switzer - https://roofsalesmastery.com/

It's a certain skillset to partner with people that are going to accelerate the speed of your growth, not detract. I picked the brain of a very respected roofing business owner - Dustan at Apple Roofing, to understand how he works with partners and why he chooses the people he does to work with.

Want to learn how to improve the copywriting on your roofing content?

Join Casey and Tim on the Hook Better Leads podcast where they break down proven tips to maximize your web content!

Download Our Copywriting Checklist

https://hookagency.com/

Wondering what the best roofing CRM for your business is?

Well, Today, we sat down with Tracy Bookman of Homestead Roofing Colorado to discuss the Pros and Cons of Acculyx with a pricing breakdown.

https://hookagency.com/

Want to upgrade your website but don't know where to start?

Join Matt Anderson and Tim Brown on the Hook Better Leads podcast where they break down 5 tech upgrades every roofing website should have!

https://hookagency.com/

Top 5 Mistakes Contractors Made In 2021

No Strategic Business Plan, Where They Are Going, Start At The End An Reverse Engineer A Roadmap To Get You There
Don’t Know What Business They’re In, Everything To Everybody, Profit Centers, Riches In The Niches, Build A Brand
Don’t Know Their Ideal Customer, Differentiator Or A Commodity
Focus On Top Line Sales, Volume Kills, But Profit Thrills, Sales Volume Is Vanity, Profit Is Sanity, And Cash Is Reality, Don’t Know Their Numbers, Focus On Profit Margin
No Processes, The 2 Week Vacation, 3 Legged Stool

Bonus??: Simply Just Don’t Charge Enough Money For Their Work

Want to learn how to monetize your website?

Join Elizabeth Schwartz and Tim Brown on the Hook Better Leads Podcast where they break down how you can get leads from your roofing website!

https://hookagency.com/

Get the most out of your GMB account!

Many businesses leave money sitting on the table by not fully optimizing their Google My Business account. Learn how you can utilize GMB for generating leads and increasing your SEO rankings!

https://hookagency.com/

I asked Tommy Mello all of my burning questions about his growth, sales, training, hiring, systems and how to keep people accountable.

Adam Sand of Roofing Business Partner, talks about when you NEED a CRM, why he loves Hubspot for roofing, the pro's and con's of niched CRM's and when it's time to make a switch.

I picked Ben Menchaca's brain about where to find high-performing door-to-door salespeople, what they have in common - how he'd get an advantage first year.

Find Ben on Facebook https://www.facebook.com/ben.menchaca.5

Contractors say they want more business - but you and I both know LEADS are slipping through the cracks

Contractors are not working leads well, they’re sloppy
There isn’t clarity on who’s working what, or the last touch.

So how to remedy it? Ben Hodson, the CEO of Job Nimbus and I chat about how to ensure each lead you've worked hard to get – is taken care of, systematically.

https://jobnimbus.com

Should you join a mastermind? Getting around like minded people can be a major accelerant to any business, but how do you sort through the good and bad groups? What's best for you? I chat with Hunter Ballew of Roofing.com and RepCard about leadership, and how to understand the pro's and con's of niched groups and Roofing focused groups.

Chad Diller of https://www.landscapeleadership.com/ Chats with me about why most Referral Programs fail, and what to do to fix it. Extremely detailed, killer consulting, all in a half hour listen! Do yourself a favor, finish the whole thing and take lots of notes!

I see one thing that ties many of the roofing companies that get over 5-10M together, and that's a Roofing Business Integrator! An Integrator is a detail-oriented operations person, we talk through how to find one, how integrators and visionaries can get along, and why this may be the missing ingredient to your next level growth! Hardline's Site: https://hardlinesc.com/

How does lead generation compare to marketing your brand / building a brand for roofing companies. We talk about what works, and how to think of your marketing efforts. From the perspective of two very experienced roofing marketers.

https://hitedigital.com/bradley

We sat down with Karine Woodman, the brilliant entrepreneur behind 24 Hr Bookkeeper (just for contractors) and asked her about how to fix issues with cashflow in roofing businesses. She didn't hold back.

https://24hrbookkeeper.com/

Joseph Hughes of contractordynamics.com talks us through the common mistakes he sees people making with Facebook ads, and how to remedy them:

An intelligent marketing manager at a contracting company in California asked me that today on a Zoom call.

Figured I’d be generous and share with you too

1) Low Lead Quality - this is solved by doing a few things: creating content that positions your company the way you want your market to perceive you, distributing content to make people aware of your brand, build value before asking for someone’s information, crafting messaging that turns the right people on and the wrong people off.

2) Lack of Conversion - aka not being able to get in touch with leads and set appointments. This is solved by having an automated lead-handling & follow up system, and also by manually following up with all leads immediately and frequently.

3) Not Understanding The Data - marketing is testing. You need to be able to read the data and make decisions about it. If not, you’re just throwing darts and hoping something sticks; it’s complete guesswork.

Whether you’ve run FB Ads yourself or have hired someone else to do it for you, if they didn’t work (or they’re not currently working), it’s very likely due to a combination of the reasons I’ve listed above.

Fortunately, they’re all solvable. Every problem has a solution. And you’re not the first one to try to solve this problem. The good news is that many, many people have already solved these problems. All you need to do is tap into the solutions, and the sky's the limit.

How can we fix the relationship between marketers AND contractors? It feels broken sometimes, particularly when you look at the angst from contractors in Facebook groups. We share what we think might be going on, a Better Way.

Roofer Marketers Website: https://roofermarketers.com/

Questions:

How do you have Appropriate Expectations with a marketing or Lead Generation company?

What’s the Marketers fault? What’s the sales process’s fault?

What’s the difference between Pay-Per-Click, and Pay-Per Lead?

Speed to Lead - Touch Points - Great Salesmanship?

How Can We Have a Better Relationship?

John Dye is a Supplementing King, and runs The American Contractor Show, and has been inside hundreds of contracting businesses learning about what works and what doesn't, we chatted about self-respect and authenticity as well as what creates success, and the meaning of success.

Check out their website & show! https://www.americancontractorshow.com/

Some of the questions I asked:

You’re regularly inside a lot of companies - What’s the difference between a successful company? And one that’s not?

What do you see as the difference with the companies that are really set up to grow?

Why is Self-respect, Self-worth, In Contracting?

Why is Authenticity important in your marketing?

Is it bad to be SATISFIED? And Challenging yourself at odds?

What do you need to do get to the next level (if they were ‘stuck’ at 5M for instance?

How do you LOVE what you’re doing? How to you cultivate PURPOSE in a contracting business?

I sat down with David Taggart, none other than The Roof Papi, of A5 Roofing, and talked to him about his new venture (and the hardest parts about starting a roofing company.)

Here are some of the questions I asked:

What are the 3 Hardest parts of starting a roofing company?
1. How do you pay yourself, and how much do you pay yourself?
2. How to market to people in the wintertime / or other off seasons
3. Work / life balance - you can’t keep everyone happy…

What are the most important decisions?

What are some basic business set up things you didn’t think about previous to doing it?

How do you start a roofing company?

Who should do it? // Who should not?

The weather tracking of the past is long gone. Derik Kline shares the secrets of the future for finding hail hits, and avoiding non-value added work.

The Timeline + Outline of some of our discussion:

- Pre-1995 Leaks
- 95-2007 - Noah, Storm Prediction center
- 2008- Hail Map (Max Hail size)
- 2013 - Dual Pole Radar, Competitors are software companies, no weather companies
- What is it now?
- What’s next? - 15 roofs that hail damage.
Weather technology next.

Avoiding non-value added work.

Hailtrace's site: https://hailtrace.com

Our site: https://hookagency.com

Some of our notes from the episode:

This might feel like a ‘soft’ topic…
You might think this doesn’t effect your bottom line.
Having a positive mindset will effect every thing you do for positive

What is the real cost of a Negative mindset ?

How can you have a positive mindset while leading a roofing company?

When something real + negative happens in your personal life- how do you avoid that bleeding in?
- Exercise w/ best friend at 630
- Work is work - separate them. Work is not my life.

How can SUCCESS confuse some people about over-identifying with their business / identity.

How can you help others on your team have a positive mindset?

How do you stop jumping in all the time?
- Not giving people answers

Why is letting people fail important to you?

How do you make sure people can bring mistakes to you?
- Therapy
- Allowing people to fail
- Pain has to occur

Check out Mars website: https://mars-roofing.com/
Our website: https://hookagency.com

Mistake #1 - Not having a compelling vision to get excited about.

Mistake #2 - Owner not having been trained in sales themselves. (You have more authority to stand on - be respected)

Mistake #3 - Putting your best salesperson as the sales manager

Mistake #4 - To grow you need to hire more sales people - (sales support)

Mistake #5 - Not knowing your numbers (your closing ratio, your pipeline, your selling cycle)

Mistake #6 - Not having a strong culture of prospecting.

Mistake #7 - Thinking that you don’t need accountability.

Check out Sales Transformation Group https://www.salestransformationgroup.com/

Hook Agency https://hookagency.com

Not everyone is meant to be a marketing manager, and it takes a certain unique set of skills. Greg Cadwallader from Secured Roofing and Restoration in Florida talks about key efforts, what to look for, and what to do with your time if you are a marketing manager or assistant for a roofing company to level-up the company.

We want to make it easy and just state: The Ideal Marketing Budget is 20% for Google Ads, 20% for SEO, 20% for Angi Leads, Thumbtack or Other Lead Aggregators – and the rest for marketing manager, print materials, video marketing and other miscellaneous efforts. But REALLY - you should assess what has worked for you in the past, and how could you double down on that. We talk about these things in detail in this video with Josh Swisher.

Love Angi Leads? Sound off in the comments! Had a bad experience? Share that in the comments. Besides $35-$85 bucks a lead, for leads that also went out to 3 other companies that you have to compete with – the real cost of Angi Leads is that it can drive your prices down and your customer service may suffer?

I talk to Dallas Werner of First American Roofing who breaks down the pro's and con's to different Roofing Sales Comp Plans:

10/50/50 split OR… 10% of the total collected

A Better Alternative? This is his preference which he explains in detail:
% Of the profits - Based on the margin amount (40% margin not mark-up, after we take out an overhead percentage.) Once its taken out… sales rep get 40% of that profit.

First American Roofing's website: https://firstamericanroofing.com/

Our Website: https://hookagency.com

Did you know that 91% of people say that will send a referral…
and only 11% of people only ask for a referral!

Drive more leads with a platform that allows you to incentivize them easily for contractors –
https://www.getthereferral.com/

Jim Johnson of Contractor Coach Pro talks about 5 keys you need to master before high-performers will want to work for you. Some of them are very challenging. For more – chat with CCP: https://contractorcoachpro.com/

Digging into the questions about how to do this! Great interview.

Grow your roofing business with a system that has been proven to generate higher closing ratios and increased profit margins: https://www.restorationreferralsystem.com

In this episode Tim connects with Blake Suttle from TotalScope to talk about how to make your roofing company more profitable.

Check out what Blake and his team are doing: https://totalscope.com/

https://hookagency.com/

In this episode Tim connects with Katelynn Strawmatt from Paperboy Marketing to talk about the 10 elements of an effective flyer.

Check out what Katelynn and her team are doing: https://www.sumoquote.com/

https://hookagency.com/

We sat down with the legendary Dustan Biegler of Apple Roofing to discuss some of the biggest bottlenecks roofing companies find themselves in, and how to navigate them.

In this episode we talk with Tommy Mello about using all of the tools at hand to find the best employees out there.

In this episode Tim connects with Ryan Shantz of SumoQuote to talk about how to get higher-ticket remodeling jobs.

In this episode Tim connects with Jeff Wraley of Groundwork to talk about how to qualify leads sooner while reducing the time wasted chasing bad leads.

In this episode Tim connects with Shawn Hill of NiceJob to talk about using the voices of your customers to refine how you are projecting yourself and your brand.

In this episode Tim connects with Nick Peret of Summa Media to talk about the impact that technology can make on your business, regardless of the size of your business.

In this episode, Tim connects with Thaddeus Tondu of HVAC Unleashed Marketing to talk through some basic strategies for making the most of your summer season.

We go over good leads vs. bad leads and talk about diversifying your product listing.

In this episode we talk with Jeffrey Mosler of Nexa about handling staffing and understanding how the contrast of highs and lows in the busy seasons can play a huge part in deciding what help to implement into your business.

In this episode Tim talks with Patrick Kiessling and Lyle Blanchard of RedboxPlus, a rolloff dumpster company out of Minneapolis MN, about how their company tackles the subject of solid etiquette and catering to their customers as well as the customers of their customers.

Check out the services of RedboxPlus here:
https://redboxplus.com/

https://hookagency.com

Tim connects with Dave Carroll of DOPE Marketing to talk about the importance and effectiveness of direct mail marketing and what methods and technologies are available to take advantage of.

Tim chats with Garrett and Marlena Williams, the brother / sister duo that runs G&M Outdoor Services, about their experience and success with HomeAdvisor.

Tim talks with Ashlei Rolloff of SVL Inc. and the Nerd Herd about some of the biggest marketing mistakes that are commonly made in the HVAC world.

Tim connects with Tom Reber from The Contractor Fight to talk about staying consistently profitable as a contractor.

Tim talks with Adam Bensman of Roof Strategist about the strategies and processes behind successful roofing sales and doorknocking.

Tim talks with Dave Sullivan from The Roofer Show about starting your business with a clear destination in focus. Also, the importance of knowing the numbers that it's going to take to make your business a success.

What happens when your storm damage roofing business runs out of storms to chase? This idea is a great starting point for storm damage roofing businesses to jump from when looking to grow beyond their current boundaries.

One of the biggest problems that electricians face in their marketing is getting themselves out on video! In this episode we talk about some of the strategies that can be used to break through those struggles and make video start working for you!

Tim talks with Todd Dawalt about charging customers for estimates and other smart decisions that will get your business better leads.

Tim chats with Doug and Michelle Myers of Pink Callers about the Shin-Fu method and being able to establish a good pathway into recognizing the difference between cold, warm and hot leads.

Also, they talk about the stages that businesses go through and overcoming the "bottlenecks" that those stages can bring.

Tim chats with Jason Paris of Paris Painting about Traction, the EOS aimed to help entrepreneurs succeed.

Tim talks with Armando Jacox, Jr. about the biggest changes that needed to be made when shifting from heavy canvassing to a more digital approach when reaching out for leads.

Tim connects with Rob Ambrosetti to talk about educating sales and shifting a mindset of "pushing something that nobody needs" to a mindset that is closer to "offering something that anyone could benefit from".

Tim and guest, Lord Joshua Robert Bigger aka Best Damn Roofer, talk about building an audience using the assets of humor and stunts. They also cover the use of reactions and how they have dealt with haters.

Tim talks with Tanner Mullen about creating a better experience for the homeowners as well as "scaling the unscalable" and passing on the craft to the next generation in the craft.

Tim talks with Griffin Roer of Uproer, a performance-driven SEO & SEM agency, about using "wildcard content" to make big leaps in the world of SEO and ranking on Google.

Tim talks with Eric Anderton of Construction Genius about the next generation stepping into the construction industry and the struggles with finding solid employees that have the skill, will and are a cultural fit.

Torlando Hakes of Periodic (torlando.periodic.com) shares steps you can take to stop losing leads after you did all the work to get them! Periodic is a more advanced meeting appointment setter – with pro options. Check them out!

Patrick Shelton of Minneapolis' 'Current Resident' joins us https://currentresident.tv/ - Current Resident is a video production team that works with a lot of agencies in town, shares why video ads perform video, and a ton of video marketing statistics including:

“By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017.” – Cisco

74% of #B2B marketers say video converts better than any other type of content.

In the past year, the number of advertisers using video in direct-response campaigns across our platforms increased 3.8X

There are 432,000 hours of video uploaded to YouTube daily. Daily!

“59 percent of business professionals feel they can give a piece of content their undivided attention more so today than they could just one year ago. 49 percent of respondents said they are more selective about the content they consume to one year ago.”

From Facebook:

Shopback used the Create to Convert method and saw a 5.5X better conversion rate and a 5.7X lower cost per registration from its video ads compared to using still ads alone. And on average, brands using both still ads and video ads saw a 17% higher rate of conversions compared to brands using only still ads.

From Adspresso:

According to this poll, almost 69% of marketers say video ads outperform image and plain text ads on Facebook, while the best medium for finding a new product is videos, according to almost a third of shippers.
In one example, the agency ClearPivot sees 20% to 30% higher conversion rates with video on Facebook ads. Plus, 22% of people say they use video to gather info on brands.

The first three seconds of a video ad delivers 47% of its value for your brand. In the first 10 seconds, your brand gets 74% of the ad’s value. Make sure you make the most of these critical first few seconds.

Tim and chats with guest Tom Davis of Signpost about three great ways to used email marketing to your advantage even after the hard work of making a sale is behind you.

In this episode, Tim talks with Logan Shinholser about one of the greatest struggles that contractors face in marketing today... separating themselves from the crowd!

In this episode Tim connects with Devon Tilly and Scott Hicken of Art of Construction to get real about what it what marketing agencies are doing (and what they should be doing) for their construction company clients. Devon and Scott give some valuable insight to both the marketing agencies and contractors out there.

In this episode we cover a few things that many who are just getting into the business of selling roofs might find valuable. Also, we touch on dealing with rejection and having fun doing your job.

In this episode of the Hook Better Leads podcast, Tim goes head-to-head with Monroe McKay discussing which of these two customer relationship management softwares "take the cake".

Tim talks with Dale Dupree of The Sales Rebellion about some of the struggles associated with sales and how, with the right habits and community, a life in sales can be great!

In this episode, Tim connects with Ponara Eng from Cambria to talk about the chaos of the current state of the economy and some of the things that business owners could do to take a step in the right direction.

Check out Contractor Coach Pro: https://www.contractorcoachpro.com/

What did you learn about roofing business from growing Acculynx?

How do you attract the best Roofing salespeople?

Best practices for interviews?

How do you scale - training your people appropriately?

Nature vs. Nurture

Strategy BEFORE taking massive action Connecting = Super Skill

When should contractors do their facebook + Google ads themselves

How did you get into this business model?

What are the top 3 Facebook ads contractors should make themselves?

What should contractors be paying attention to most when they’re improving their ads?

How can contractors take your courses?

An age-old strategy to get more people on your website is to ask 10-20 people who are experts in your field a question a lot of your audience & prospects care a ton about… Some call it ego bait – because these people tend to promote the roundup or guide after it’s done.

This seriously works – especially if you include people who have audiences of their own – and have the attention of your ideal customers.

But I suggest LEAD GENERATION CHAMPIONS do this for more than just the increase in people promoting your article… and getting a TON of website traffic.

It also can be a great way to make connections and solidify relationships with STRATEGIC PARTNER type people. Folks in your industry that could connect you with a lot of business.

Find a question your audience cares about a lot.
Identify 10-20 small-mid-large audience influencer type people that have the expertise that’s respected by the audience you’re trying to reach.
Reach out with a “hey do you want to be part of an expert roundup”? Email / tweet/ personal conversation.
Roundup the best answers, and make sure the post has great images and makes them look GOOD.
Promote the post aggressively on social media, tag the influencers and potential strategic partners, and have them promote it too.
Little used step 6 – create referral relationships with these folks, and try to send them business as well!

An underutilized business strategy that goes beyond website traffic – content can help you build $-making relationships, and help others build their business too.

Have you gone in to change to something and it broke?

Jake Dempsey joins Tim Brown of Hook Agency in a conversation about how using the right systems and processes can bring exponential growth to your business.

Links, Content or Technical?
Meta Titles or De-index thin and duplicate content?
Do audits add value?
Should we trust Google?

Host, Tim Brown, and his guest, Greg Toler, look at the advantages of hiring a marketing manager and how they compare to the advantages of using the services of a marketing agency.

Do you help us get more links back to our site? How?

How are you identifying keyword phrases to target?

Are we looking at what competitors are ranking for as part of our keyword strategy?

What is your take on content, what is the role of content in SEO? Who writes it, what’s the rhythm?

What percentage of your work is ‘technical SEO’ and audits?

For ‘on page SEO’ are we expected to do some of that work, or do you handle it?

What are the Key Performance Indicators that will help us decide if we’re pacing successfully 6 months and one year in?

How and why to you hire for aptitude and attitude, not just for had skills
The "Padded Plow"
How do we create an environment that’s naturally motivating
Why we emphasize asking for a result not giving the process
Why we encourage new teammates to add their own processes and tweak processes
Why it's so important to celebrate wins often
Do Millennials + Gen Z need more encouragement?
How people react differently when you treat them like adults

Google Local Services
Hardcore SEO (better content, high authority links, - constant improving your website)
Expanded Broad Match Google Ads
Boots on the ground local marketing (Truck wraps, signs, events, social, video)
Referral systems + Partnerships

Scam calls “Google my business needs to be fixed”
HomeAdvisor
Yelp, Houzz, Angies List high pressure upsells
Fake SEO or super cheap companies
Guaranteed Leads Companies

(w/ Dmitry Lipinskiy of Roofing Insights) We chat about Guaranteed Leads stories and why it's better to build your brand.

When I was just starting out - I walked around Uptown Minneapolis with flyers I designed, I traded services for a spot in a local magazine, I asked on my personal facebook “who needs a website?” I did free work for local non-profit organizations. Be SCRAPPY. Combine... be creative, and don’t just take expert advice, think critically. Local marketing is more of a combination lock than a key lock or a door you can brute force open.

Posts on Google My Business
Truck Wraps
Yard Signs
Event Marketing - attending festivals, contents, seasonal events, creating events, and sponsoring events.
Referral Systems (calendar reminders to yourself, documented 10% agreements with ‘competitors’, rewarding adjacent providers, BNI and similar)
Facebook + Instagram - regular posting + talking head videos (are you their local expert?), tagging referral partners. Don’t underestimate asking for business on your personal social pages.
Testimonial Videos
A Brand Video… storytelling 1-2 minutes
REVIEWS on Facebook and Google My Business
Linkedin - being the local expert and engaging people.
Linkedin - reaching out to ideal prospects and providing value.
A big-ass sign on the front of your building
Radio spots
Billboard
Cold calling
Letter campaign or direct mail
Speaking at organizations, and events.
P.R. / Doing something newsworthy / connecting with local media production teams and personalities.
Utilizing Influencers
Flyers, business cards, spread it to the people that would be your customers. Where do they hang out, who owns their attention?

(Influencers + Events + Social Media + Referral Systems = Magic?)

In one minute Tell me about Hover, and how you started with the company

HOVER transforms smartphone photos of any property into an accurate, interactive 3D model
Contractors and insurance carriers use us to drive efficiencies, reduce costs, and min closing and/or cycle times

What are the things that should matter most to roofers regarding estimation?

Need to think about it from two different perspectives: Sales and Production
Accuracy
- Accurate quoting by sales reps at all experience levels
- On the production side, making sure measurements are accurate to reduce material costs and preserve profit margins
Errors: eliminating human error & mistakes that come from paper-based systems or point solutions that are disconnected and don’t talk to each other
Options: think about providing options (i.e. good, better, best) when you are providing your proposal. People like options. And please call out *most popular” where appropriate. Make it easy for people to make a decision.

What have you seen are the benefits to Onsite vs. Aerial estimation tools?

In general, proximity to the building - big impact on the level of accuracy.
The fidelity of your captures - accuracy to 1” vs. rounding up to the nearest foot
Detailed wall measurements - becomes challenging from high altitudes
Soffit depth.
- Something important when you are buying ice and water barrier.
- Impossible to do with aerial measurements
HOVER engaged Haag Engineering to conduct an independent study to determine the accuracy of roof measurements obtained using the HOVER mobile app along with two aerial providers.

| HOVER | AERIAL | Improvement
Variance from Haag measurements | 2.6% | 3.4% | 23%
Failure rate | 0% | 8% | 800%
% roofs that required additional measurements to complete | 0% | 6% | 600%

What are the benefits of Aerial like Eagleview?

Eagleview is one vendor who provides this capability, but there are others
- Skymeasure (CoreLogic), Nearmap
Order ahead (~2 days)
Roof only measurements & pitch (for their walls, you often get walls light)
Measurements only (limited 3D model capabilities in the mobile app, and non-existent on their web app)

What other tools should people check out?

Tech stack ecosystem: CRM, video conferencing, appointment scheduling and integrations
CRM: Job Nimbus, Acculynx
Video: Zoom, Skype
Appt Scheduling: Calendly
Integration: Zapier

How to get the most out of Hover / little known tips?

Reach out to us.
Our approach is extremely consultative
We enabled hundred of contractors to move to a completely digital and remote engagement model during Covid-19
And use the 3D model to drive incredible customer experiences. This is an amazing opportunity for contractors to help homeowners understand their estimates and see their new roof, siding, and windows with real products on their homes.

We talked about whether contractors should be on Linkedin, what kind of content to publish, and getting more engagement there.

The Linkedin in Algorithm is favorable for folks that want to post about their business – vs. Facebook. Consider joining and checking out what kinds of audiences you can connect with on there. 5% or less of people post – so visibility is a lot easier! We share some tips for getting higher in the Linkedin Algorithm, and connecting with folks.

What’s changed in your world right now? How’s everything going?

What are your favorite things to do in a sales call to help move the process along and get trust?

From your perspective what are your favorite digital tools for selling well?

How does mindset play a role in your ability to be affective?

What do you think will change as we enter the second half of 2020 and into 2021?

How do you keep your people and your team motivated when there’s setbacks?

Local Search / Maps

Medical / corona related shakeups

Thin Content is losing (not unusual)

It takes a while to really analyze this… 3 days ago it just finished rolling out.

Also shifts in general:

Look at month over month data - and look what pages lost out

Identify how that might represent algorithmic shifts

Apply what you learn from the losers - improve upon it and spread the love

Post pandemic digital re-think

PHYSICAL ONLY = WEAKNESS I need my systems in place for getting leads without physical stuff

ECOM WINS - Obviously eCommerce boomed and retail suffered, I’d say 30-50% of those ppl stick w new options they found (because convenience)

IS IT HARDER NOW? Love this quote from Steve Toth of https://seonotebook.com/ “A lot of people think #SEO is getting harder because of how much Google has advanced. When really there are two main reasons: an increasingly cluttered SERP with lower CTRs and the fact that more and more people are producing amazing content (especially on established sites).

The moral: build links or you will have no chance 1-2 years from now.”

The Brute - Home Advisor, Yelp, Houzz etc.
The Bloat - Big agency bullshit that’s focused on warm & fuzzies not results.
The Creep - Email Spam SEO Companies
The Bumbler – Your neighbors cousins brother who knows a little SEO, you probably
The Hunter - Linkedin Spammer, who looks like they might be legit. Spend 2k to find out, & regret it.
The Spitter - “Your Google listing is broken” phone spammers

3 Surges in Home Improvement + How They Affect Lead Generation

SALES - People are seeing results from Video Sales Consultations + even saving time.
EVENTS / VIDEO - Home tours, traditionally a huge source of leads for remodelers and home builders are being canceled. Video tours with social push (organic + paid) is huge.
AFTER - Post-COVID pent up demand. Projects on Houzz… Say if / when you’re open for business. (2-3 posts a wk on IG, not a bad call for plumbing/hvac/electricians) Precautions. Bar on the top of the site

According to SparkToro – SEO’s might use SparkToro’s data to “SparkToro can help you find exactly those sources that reach the link-likely, amplification-primed groups you need to grow visibility, rankings, and traffic.”

Audience Intelligence tools

Where they spend time online
Listen to
Watch
Talk about

The problem with surveys – hard to get data.

Selection bias when you’re trying to follow

What does the tool claim to do?

Follows billions of social accounts and makes it easy to distill data / interest from those profiles at scale.
Get insights on competitors website visitors.
Build a list of websites to get on, podcasts to get on etc… \

Based on these claims I wanted to use it and find what construction companies are watching and listening to most if I can.

Have you ever gone through a Website relaunch disaster and saw rankings drop drastically?

These are some really simple things but they are absolutely essential to making sure that you don’t totally ruin your websites rankings when doing a redesign.

It’s crazy how many times I’ve seen someone’s traffic go for hundreds of people a day down to 30 or 50 because a website company launching a redesign didn’t make sure these things were in place. Don’t be that company or web designer – follow these 5 simple steps when re-launching your site.

I guess our culture isn’t just pizza parties and beanbag chairs (or as we like to call them ‘boneless couches’)..

We actually have to come up with substantive stuff like ‘core values’ and ‘clear defined priorities’ and ‘key performance indicators’

Just kidding - I love this shit… here’s 9 ACTIONABLE TIPS to maintain company culture while working remotely.

According to an article on Inc.com 3 Ways Company Culture Directly Impacts Your Bottom Line – in addition to making a company more fun to work at, a strong company culture is strongly associated with profit…

If you didn’t care about company culture before the pandemic – it might be a great time to start. Micro-managing is really hard when everyone has access to Netflix at their fingertips and no supervision.

What are your core values? Will they carry you? What kind of fun challenges, new habits, and infrastructure can you put in place when nothing else matters but the work.

NOW MORE THAN EVER – PEOPLE NEED CLEAR WEEKLY GOALS AND STRUCTURE AROUND ACCOUNTABILITY

We love Traction/EOS’s structure, and have quarterly goals and check in on weekly habits with our teams on how we did each week. Everyone has 3 rocks – that are all tied to our companies top goals around effectiveness, client acquisition, and profit.

INCREASE CHECK-IN’S

You may not have done one on one’s with everyone before - but you might want to get some more in.

WORK FROM HOME BINGO

We have a template for this at the full blog post on this topic - hookagency.com/remote. + prizes can be gift cards for local restaurants at a time when they need our support.

SLACK, ZOOM, & getting your remote tools tightened up
GIFS, MEME’S, #RANDOM SLACK CHANNEL

I love giphy maker for making my own gifs :) If you’re not a millenial, wouldn’t be a bad time to brush up on meme culture (my favorite meme account is @middleclassfancy on Instagram.)

HUMOROUS GAMES + HAPPY HOURS

We absolutely loved Tee K0’s tee-shirt game – comment below if you have any other great remote games and I’ll credit you and add them to the list on our post!

DON’T IGNORE THE NEGATIVE EFFECTS OF ISOLATION, BE THERE FOR PEOPLE

We know that there isn’t just positive stuff going on during all of this – and if you are good with working from home – some other people may not be. Check-in with each employee to see how they are handling it, and do rhythmic, rolling check-ins every couple of weeks

DAILY INSTAGRAM TAKEOVER BY EMPLOYEES

If you want to go this route - we included prompts on the blog post! You want to give people some structure so it’s more fun for them! Shout out to Augurian, another local agency - saw them do this, so thanks for the inspiration guys :)

ASK IF PEOPLE NEED ANYTHING AND GO ABOVE AND BEYOND

Mike Grinberg of Proofpoint Marketing says they’ve done the following “1. Purchased grocery delivery subscriptions (their choice of Shipt or Instacart). For $100/person it’s well worth it, especially if you have anyone that has extra anxiety about the danger of the virus 2. We just scheduled a wellness workshop, with a health/wellness consultant 3. Mandatory days off – people aren’t really taking time off right now because there is no “vacation” but it’s still important for people to spend some time on themselves, so we are forcing everyone on the team to take a few days off every month”

What are you doing to improve your company culture during remote working? Drop a tip below!

The CARES act just opened up a ridiculous amount of working capital for small businesses during this global pandemic. More about these forgivable loans - here: https://hookagency.com/cares-act-ppp/

✓ What is Branding? ✓ What does Branding do for you? ✓ When is the right time to do a logo refresh? ✓ Things that help a company thrive in a downturn ✓ Brand ✓ Reputation ✓ Specialty

✓ Look for the opportunities amidst Covid. ✓ Once you see new surges, push into them. ✓ Use the Word “You” ✓ Capitalize on FOMO ✓ Use Bulleted or Numbered Lists ✓ Support your calls to action with a little explainer text “this is what you can expect next.” ✓ What happens when I submit a contact form? ✓ Go ‘benefit driven’ rather than ‘feature driven’ with it. ✓ Scarcity ✓ Authority ✓ The principle of “Liking” / Writing conversationally - Humor/humanity ✓ Cut out the fluff and be concise ✓Be the challenger. ✓ Write it out with 300 words and then figure out how to say it in 30. ✓ Write to ONE representative ideal prospect.

✓ Companies aren’t getting the MOST out of their software … which can cause a lot of PAIN… ✓ How should construction companies be using their business management systems for SALES? ✓ How should construction companies be using their business management systems for FINANCIALS? ✓ How should construction companies be using their business management systems for OPERATIONS? ✓ How can a construction business management system become a system of record in case of a lawsuit? Other considerations: ✓ Is it modifiable - in an obvious way? ✓ How easy is to communicate? — ✓ Jimmy Rigged vs. Wholistic systems

✓ What should we learn from landing page tools like Clickfunnels, LeadPages, Unbounce strengths? ✓ Why I don’t suggest building your business ON clickfunnels ✓ Why some businesses get confused about Hubspot and Salesforce ✓ When it’s useful to use hubspot / salesforce ✓ Why it bothers me so bad that these software companies convince people to waste so much of their marketing budget on them.

✓ How is consumer behavior changed? ✓ Businesses haven’t adapted ✓ What is the the best phone etiquette for service providers? ✓ What is the text etiquette? ✓ How do people get better at qualifying leads? ✓ How does Verse.io help companies keep up and close the gap?

✓ Simplify the fields - get down to nuts and bolts (you can follow up w a questionnaire) ✓ Fields should match the expected size of the answer ✓ Button should Fit it to the current design - but pop out ✓ Skip the phone number or make it obviously optional ✓ Social proof - where, who, what ✓ Explain what happens next - make a promise ✓ Don’t be picky - validation should be looooose ✓ Convey the value... your jobs not over when they get to the contact form ✓ Indicate required fields ✓ Trust, trust, trust ✓ Clean it up on mobile ✓ Use ‘send message’ or something more personal, the word submit has bad connotations and it actually matters ✓ Make the headline benefit driven - or more personal

✓ What are some of the biggest problems you’ve seen with owners trying to motivate people. ✓ How do dig up and solve problems without having a complete breakdown? ✓ What are the things you see the most effective construction owners to snag ideal team players? ✓ How can keep your best people from leaving? ✓ What are some dynamics that lead to the most effective teams you’ve seen?

Check out Todd's podcast - the Construction Leading Edge Podcast

✓ Add a Photo ✓ Make the photo file name-like-this.jpg with the keyword phrase in it. ✓ Add alt text on that photo, and other photos on that page ✓ Add keyword to sub-headings ✓ Add “People also ask?” Type words to subheadings ✓ Look at “LSI Keywords” and add a few paragraphs to give context on ‘shoulder topics’ ✓ Add text from other things something is ranking for in Search Console ✓ If you have a ton of autonomy: Can you help better fulfill the user intent? - Write it out, add photos and video ✓ Re-structure the images and text to just look natural and engaging. ✓ Link internally to other related, link to it from other pages ✓ Link externally to authoritative sources (1 or 2) ✓ Reshaping the theme of the post (making it into a listicle / organizing it better) ✓ Tweak the Meta Title to front load the keyword ✓ Front load the keyword in the meta description sometimes too so it gets bolded. ✓ Keyword phrase in first and last paragraph, + bold a sentence with it in there

✔ Balance - Your website should not feel heavily weighted, it should feel even. This doesn’t happen when you have a heavy dark sidebar for instance, and nothing on the left side to offset. ✔ Repetition - The same types of elements repeated throughout the space take less mental energy from a prospect. You don’t want people going to different pages and experience a Jarring disconnect (the homepage looks great, but all the interior pages look like they’re from 1999. We EXPECT people to come in on other pages beside the home page, things like testimonials, call to actions, and other trust factors can be repeated around the site in a way that increases trust. ✔ Contrast - When there’s sharpness in images, brighter colors, and stronger difference between foreground and background your website benefits from “Contrast.” The most common problem I see is when people try to put an overlay over an image, but its not dark enough, they overlay text and it’s barely readable. Go dark, dark on backgrounds, or go light but don’t go in between if you’re going to overlay text. We’ve been getting around this by using organic shapes to cutout images, - just overlaying less text in general. Modern. 2020 design with white space. ✔ Dominance - A large element that draws you in, followed by clearly smaller elements – this drives engagement. Rather than having elements all be the same size which can be monotonous. ✔ Hierarchy - What is the eye drawn to first? Then what… then what. The clearer and more obvious the hierarchy, the more likely someone will be drawn in. No hierarchy = all the text is the same size, all the images are the same size, all the services are just as important on the page. Instead drive interest with - A beautiful smile, a bright headline, the company logo, and a contrasting color call to action button for instance may be best as your top items in the hierarchy. Two services that stand above the rest – one call to action prominent at the end of the page.

✓ Find a topic you want your website and brand to be associated with in peoples minds and the algorithm ✓ Find something you want your team / or yourself to learn more deeply about, and speak to more confidently ✓ Create a large piece of content - known as a hub post - by osmosis other pieces on this topic will rank better as well, in including landing pages ✓ What would you do if Google didn’t exist, how would you promote this piece? Videos, social posts, or influencers? Do those things ✓ When you outline - do keyword research along the way and make sure every chapter has a keyword focus ✓ Add illustrations or other imagery to brand the piece of content ✓ Whatever “hard work” looks like to you, this kind of content ideally takes 10x longer than regularly content. ✓ Find ways to bake promotion right into the guide ✓ Use storybrand brandscript to outline the piece and focus on the ideal customer (of the content) the whole time ✓ Don’t waste the piece by pitching hard - the end result we want is good will and links ✓ Use a symbolic story for the chapters of you want ✓ Create interest by studying persuasion and ways to make articles interesting - like the mystery formula ✓ Make sure these pieces line up with your long term vision for how you want to help people so you’re intrinsically motivated to make something to epic ✓ Have fun!

✓ Identify the ones they have with Semrush or Ahrefs ✓ Use the format they have - list, 40-60 word paragraph, table, ✓ Match the structure, use “inspect element” in the browser to see if they are using any special formatting or schema markup ✓ Add in synonyms and bold the keyword phrase ✓ Ask the question with and h2 or and h3, and answer it underneath with 40-60 words ✓ Use authoritative / confident language ✓ Cite credible websites in your content ✓ Look at the “people also ask box” and answer those questions in your content as well. ✓ Pay special attention to the space directly after the content that you want to get featured. Add images there that relate to your table, list, or paragraph.

✓GMB checklist ✓At least 5 reviews and respond to every single one ✓Information consistency ✓Make sure everything is visible ✓Schema to feature events in serps ✓Make your site mobile friendly ✓Geographic anchor text ✓City Landing pages

I run through each with an example – based on the topic 'kitchen remodeling' - but you can try it for yourself on whatever topic you'd like!

✓ Suggested Searches in drop down when searching on Google ✓ People Also Ask Boxes on Google ✓ Quora - search the topic ✓ Answer The Public - https://answerthepublic.com ✓ SEMRush ✓ Ahrefs.com and pop in a competitor into site explorer / the first result after searching a hunch ✓ Google Keyword Planner - Add the topic + the site

Matt Diggity - Indepth articles + remarking Brian Dean - Push on your current email list Britney Miller- Repurpose top content Larry Kim - chatbots Will Reynolds - It’s all about good work Tim Soulo - Educational content / youtube John Lincoln - Content + paid promotion Matthew Woodward - Competitions / Giveaways

Full Post: https://hookagency.com/get-more-leads-now/

Eric Johnson of YouBetcha joins me to give his best tips on video marketing for 2020, and how to get the most out of video. ✓ How to use video in sales ✓ How to use video in employee onboarding ✓ How long should a brand video be? ✓ How long should your content marketing be?

Pure Practical episode (quick episode/ just the meat & potatoes) ✓ Text to image ratio – Ensure you’re not hitting them with wall-of-text ✓ Content legibility – 800 px across, 19 pt font, line-height to space out text vertically. ✓ Adding bullet points and headings to key pages ✓ Page speed - Optimize your site to load 2 seconds or less - Gzip in htacess. ✓ Amplify a few important call-to-actions, play the others down.. user testing example: stop asking me if I have any questions. ✓ Swap out your stock images for your own in commonly accessed places on your site, don’t put text in images. ✓ Make sure your header and footer, - your main navigation systems on the site are consistent and provide an easy route to next steps. ✓ Consider a prominent search feature ✓ TLDR up at the top of articles… bigger first sentence, and author information. (E-A-T and how that effects search) ✓ Trust and familiarity. This is where testimonials, badges and other trust factors are important. But also consider making sure that your site feels familiar with the concept of ‘prototypicality’ - don’t make it different just to make it different. How can you make your site feel a little bit more like something they’ve seen before and know how to interact with.

✓Making sense of PPC & how to avoid common pitfalls ✓ Making sense of budgets and what to expect in terms of results ✓ Pros & cons of doing it yourself vs. outsourcing Facebook PPC ✓ How to capitalize on PPC leads ✓ Lighting fast responses (speed) ✓ Outgoing demeanor (friendly, helpful) ✓ Mastering the follow-up (frequency, communication channels) ✓ Buying Leads vs. Generating Your Own ✓ Lead aggregators ✓ The fastest way to increase revenues (hint: it isn't more leads) ✓ How the most successful companies are dominating your market ✓ Referrals are unbeatable

Nick Leroy of ICF Next Shares his top 5 keys for SEO in 2020. ✓ Google My Business listings (local SEO) ✓ Proper keyword research. Localized and extremely targeted keywords. ✓ On page optimization - titles, descriptions, headers, content optimization etc. ✓ Mobile friendly (Google's mobile first indexing) ✓ Site speed - faster is better, for both user experience and google (SEO) benefits

✓ What does an SEO company do? ✓ What is technical SEO? ✓ What is on-page SEO? ✓ What is content writing, and why is it important to SEO? ✓ What are backlinks and why are they important? ✓ What does "montitoring analytics" and why is it important? ✓ When do you need an SEO Company?

Get a free SEO audit: https://hookagency.com/seo/

✓Put the right people, with the right tools, on the right projects, for the right clients. ✓Right People- Build a team that has the knowledge and expertise to deliver ✓Make sure they know what’s expected of them ✓Right Tools- The systems and tools to perform their job ✓The support they need ✓Right Projects- Not every job is right for you - do projects that fit ✓Project type, scope, size, schedule, requirements - stay in your lane ✓Right Clients- Clients that work with you for your unique services - not low price ✓Clients that are willing to pay for services provided

✓ What are some of your best tips for getting comfortable on camera? ✓ How do you help people get comfortable on camera? ✓ How does video make events more impactful? ✓ How does video help event attendees get more out of the event? ✓ What is an event recap? ✓ What are your suggestions for pre / post event videos?

✓ 2,450 Words is the best blog length - just based on pure data ✓ Links matter more than content length ✓ Keywords in subheadings matter ✓ Making sure you have a target for your blogs. ✓ Make it FEEL shorter with bullet points, images at the beginning, and scannable headlines ✓ We go through the diagram of an ideal blog posts.

✓Why is green / sustainable building taking off - where are we at in the cycle/ timeline? ✓Don't be a one trick pony - focus on more than just sustainability ✓ How should you use this in your website design and copy? ✓ Are people searching for this on Google? ✓ What are some orgs / badges you can be part of and get? ✓ What's the future of marketing for green and sustainable construction companies / brands?

✓ Make your website "prototypical so people know where stuff is" ✓ Old-school ad agencies and 'pretty website' companies building stuff on squarespace don't know how to make websites that get serious leads. ✓ Trust Factors and Call-to-actions are crucial ✓ 2020 Trends include blob shape cutouts, offset images, layering, big typography and more. ✓ Look for teammates and agencies that focus on effective over just attractive. ✓ Design does matter though – some people will take it as a 'trust factor' that the business is legitimate.

✓ Use video + then get the video transcribed/written out for you. ✓ Batch your most important Google-visibility tasks in a 3-hour clump on Saturday ✓ Turn your team into a content machine, particularly in slow times ✓Steal keywords from your competitor's and look at bigger markets for clues ✓ Hire an agency that does all of the work for you.

✓ Tapping into your best referral sources ✓ NextDoor app is ripe with free leads - People are asking for referrals ✓ Facebook groups for your city or area, set up with another business owner and refer each other every time ✓ Write ‘high intent’ blog posts. Write about kitchens, baths, and pair it with your area ✓ Set up your systems. ✓ Make them habits ✓ Build your brand and your systems even when leads are good

✓ Why "If you build it they will come" is wrong ✓ The winning formula to a $-making website ✓ 5 things for an effective website ✓ Trust Factors ✓ A strong call-to-action ✓ Making the ideal customer the hero with emotionally compelling headlines and images ✓ Emphasis on Search Engine Optimization ✓ Really clear differentiating features / unique value propositions ✓ Help them imagine themselves working with you ✓ All of the trust factors: https://hookagency.com/trust-factors/

Sorry for a bit of tapping on the table/mic this episode! ✓ What is 'pre-sale' and how to give your sales people the best shot. ✓ How to get more reviews for roofers. ✓ 3 common objections and how to address them. ✓ 3 closing strategies. ✓ A little about working with Hook Agency for Professional Visibility

✓ Get into a rhythm of posting your projects regularly ✓ Invest in quality photography/video/drones - particularly for big projects ✓ Do behind the scenes on your Instagram Stories ✓ Use Video on LinkedIn if you have any B2B work. ✓ Where is your ideal customer? Where is the white space? Is there a different angle you can take? ✓ Be consistent, and knowing stuff isn’t instant, people don’t care about every post. ✓ Cross promoting vendors that you use/cross-pollination of audience ✓ Consistently refresh your targeting, make sure you're talking to actual customers, not just getting clout ✓ If you post, like 3 posts, follow 3 people. ✓ Jab, jab, jab, right hook. ✓ Have a personality - actually using it on your companies social media. (20% spicy - different - tart)

✓ Pounding pavement is great, but the ideal is long-term marketing systems ✓ Thumbtack vs. HomeAdvisor vs. Houzz vs. NextDoor vs. Website vs. Facebook Ads vs. Google Services ✓ 5 Roofing sales tips to support your sales people ✓ Convey a professional image from the get-go ✓ Focus on educating—not closing ✓Focus on THEM - not on you. ✓ Focus on what makes the difference Social Proof ✓ Use all of the ways - double down on what works, scale back what doesn’t. ✓ List of ways to get roofing leads

✓ Technical SEO is making sure the structure, code and 'crawlability' of your site is clean and easy for search engines to understand. ✓ A couple SEO Audit tools: - Screaming Frog - Ahrefs - SEOptimer ✓ H1’s and H2’s ✓ 301’s ✓ Page Speed - Gzip compression - Caching - Image Sizes - CDN ✓ Meta Titles & Descriptions ✓ Thin and Duplicate Content ✓ SSL Certificat ✓ Robots.txt Sitemap.xml ✓ Analytics ✓ Usability

(Why each matters)

✓ Houzz is for premium things, 20% can do it … talk through that post ✓ HomeAdvisor is for new people can do fine, but they scam alot of people… alot of people are angry - Ways to get the most out of it - Take it off the app, - Own the customer - Take leads seriously, follow up quickly - Turn it off when you’re away - Take a month or two short trial run, then get out if it doesn’t work. Cancel your account completely. ✓ Angie’s List is headed that way since they were acquired, ✓ Thumbtack has done alright… particular for a roofer client. ✓ NextDoor app for home improvement stuff… I talk about my friend Matt’s experience there. ✓ Strengths of building your brand. - Look in camera, go heart to heart. Build YOUR brand, don’t build there's - they’re ruthless they own the customer, and have control

✓ Be more selective - find projects that are profitable, enjoyable, and scalable. ✓ Being selective helps drive long-term employee satisfaction so they’re not working on stuff they hate ✓ Implement methods for filtering like a Questionnaire about the top 8 things that are important to your company ✓ Marketing is more than just getting leads, build your long-term brand equity ✓ Nurturing existing business and increasing referrals

✓ Use gratefulness as a superpower ✓ When a key employee left, it pushed us to level up our culture. ✓ Filtering & educating clients has been a painful issue, but a current constraint can be the way to open the door. ✓ See "Constraints as opportunties" ✓ Use speedbumps in the road to make you more resilent ✓ Antifragility is different than being resilient or robust – issues actually make you better than before. ✓ Pain can be inspiration - the crazy look in your eyes after you get hit and taste blood. ✓ "Every adversity, every failure, every heartache carries with it the seed of an equal or greater benefit." - Napolean Hill

✓ Competition is fun – but many small business owners and marketing managers get obsessed to the point of ineffective. ✓ There's more upside to addressing apathy of existing prospects, and helping people get off the fence. ✓Trust yourself since competitors may have already wasted time on something you're copying.

✔ People want to fall in love with your process ✔ Create a proven system ✔ More people will refer you because of consistency ✔ Jiro Dreams of Sushi - discusses 'Shokunin' - a positive work obsession, that relates to obligation to serve community. ✔ Getting your partner on board is important ✔ Workaholism = compulsive. Shokunin = enjoying your passion for work, and considering success as your duty.

✓ A unrelenting focus on your ideal customer - and making them the hero ✓ A super easy to navigate mobile menu, compelling mobile layout ✓ Images that draw the reader, help them imagine themselves working with you, and headlines that knock their socks off

✔ Learn why not doing change orders will lose you money ✔ Learn better communication will make your clients happier ✔ Get better referrals ✔ How documentation is crucial ✔ Talking to your team

✔ Why focusing on onboarding is crucial. ✔ How to filter prospects more quickly. ✔ The difference between a quick rough quote/ budget analysis and a detailed estimate. ✔ How to be more selective with the jobs you choose. ✔ Getting better at job-costing and getting good bids from subcontractors.

✔ SEO helps you build a long-term marketing 'flywheel' ✔ With PPC you can get immediate leads and make improvements to your testing on conversion-rate and click through-rate more quickly. ✔ Pay attention to your Google maps ranking, and also pay for Google Maps listing ads. ✔ Spend time getting good Google reviews, which helps with organic search ranking and helps your PPC ads as well. ✔ Occasionally use ‘high intent’ (meaning possible lead or purchase at the end) terms to write content that you can promote with PPC and have a lead form at the end of the content. Use paid ads to promote your best content and videos on Facebook. ✔ Use data from PPC to identify terms and content that are working well for click-through-rate and create more content for SEO purposes that way.

✔ Clarify 3-5 core values with your existing team ✔ Offer autonomy, master and purpose ✔ Create 'standard operating procedures' and clarity of expectations ✔ Help your employees identify and move towards goals ✔ Make your employees the hero of each of their stories ✔ Give them the result you want, and let them own that.

For more + 4 places to find great employees: https://hookagency.com/find-employees/

✔ Come up with what you’re doing currently ✔ Make separate accounts in your bank. ✔ Pay yourself what you’d have to pay someone else to do all that you do. ✔ Move it closer to healthy percentages each quarter ✔ Make it easy by naming your accounts correctly.

Check out a cartoon summary, and a review here: https://hookagency.com/profitfirst

Buy the book by Michael Michalowitcz: https://amzn.to/2XgGOnn

Daniel Hutt, founder of ‘Amy My Content‘ and I talk about powerful ways to get more views of your content with paid promotion, ways to create powerful case studies, and how to make your content convert at an insanely high rate.

Tyler Hanna of 8-bit Rex Joins us for a radical jamboree of digital marketing discussion and planning for 2019.

Have you gotten your 2019 Digital marketing budget set in stone yet?

Do you know when and how to outsource the stuff that matters?

Do you have the top sources / 3 or 4 revenue generators - from your previous years marketing, and are you ready to double down on them?

If not – it's time to get serious. Sit down with a cup of hot cocoa, and take a listen to our discussion.

Steve Slater, a PPC Specialist for an International fitness company joins me to talk about his experience as a digital ad manager, and political junkie – why there’s been record election digital ad spend this year – and why / how to avoid waste in your digital ad budget.

Joe Egan, a construction company consultant joins me to talk about his experience as a construction company owner, and now author – and shares how can you win contracts without being the lowest bidder. We talk about the limitations of digital communication, and how to get your buyers trust in person.

Mark Teskey of Teskey Mediaworks joins me to talk about his experience as a drone pilot and marketer – where is the sweet spot for using drones in marketing. We talk about tools, basics to getting started, and how to tell a story that gets results with drone footage.

I chat with Jesse Meehan who runs back of house admin for several small (construction) business as part of Headwaters Resources – check out our conversation about where to look for employees and how to attract the right ones.

Josh Swisher of Northface Construction shares his wide array of lead generation techniques, and his #1 secret for closing as many leads a possible.

This one's for the small businesses out there dealing with administrative and organizational hiccups! Particularly the construction companies – but I think these principles apply across the board for the most part. I talk with Jesse Meehan of Headwaters Contractor Resources about “How to Stay Organized in Your Construction Company Admin (and Marketing)”

I chat with John Locke of Lockedown Design about marketing general contractors / construction companies and what they should focus on for the best bang for their buck in online marketing.

I chat with Anthony Huffman of Ninjah Marketing about setting uncomfortably aggressive goals, framing your day, and stoking a wealth mindset with affirmations and other methods.

I talk with my wife (wooo!) about the learning experience of working with your husband and wife – the great parts, the hard parts, and some principles we've found for a more successful working relationship and navigating the mythical 'work/life balance.'

Recently Matt Benyo and I sat down and talked how to "How to kill it online with your personal brand" and we get pretty tactical with the things you could do now to get this started, and how to keep it up with your digital marketing habits.

Joseph Paulson and I talked "How do you find meaning in Digital Marketing work" and we dive deep on the esoteric questions of "What is value," and "is automation going to steal our jobs?"

Today Joseph Paulson and I talked how to "How to Program Yourself to Be More Productive" from everything from useful superstition, training neural pathways and little hacks to help your smart brain assist your dumb brain.

Tools / Specific things mentioned in the Podcast:

RescueTime https://www.rescuetime.com/
SelfControl App https://selfcontrolapp.com/
Hanging for back help http://cassfitness.net/decompressing-your-spine-by-hanging-on-a-pull-up-bar/
Pomodoro Technique http://lifehacker.com/productivity-101-a-primer-to-the-pomodoro-technique-1598992730
Getting Things Done https://www.amazon.com/Getting-Things-Done-Stress-Free-Productivity/dp/0142000280
Tony Robbins Priming + 3-3-3 morning routine https://www.youtube.com/watch?v=lWxn2PerJnc

Brief Outline:

Talking through useful superstition and imagining the universe is conspiring to help you.
Brain Synaptic pathways and how you can create patterns in your mind that are useful.
Tools and specific techniques for productivity.
Useful morning routines to get yourself in the right mindset to be productive.
Why focus and priorities matter and make you more productive.
You are only human – give yourself and advantage by using your smart side to hack your dumb side.
Purpose... and how having a vision will help you stay productive.
Outro etc.

Bill Svoboda of Co-ed Monkey, soft Custom Printed T-Shirts talks about the new world of customer care, how he's knocked it out of the park with his company's customer service and how you can do it too.

Show Notes: https://timbdesign.com/podcast-12

Bill Svoboda's Website for - Custom Printed T-Shirts: https://www.coedmonkey.com

My site https://timbdesign.com

Darrell Vesterfelt from ConvertKit talks to me about segmentation, e-mail marketing, and creating relationships with customers in a meaningful way.

Podcast Notes: https://timbdesign.com/podcast-11 Tim Brown - Digital Designer: https://timbdesign.com

I speak with Joseph Paulson about our experience developing websites and thinking about web developers a little differently. Show Notes: https://timbdesign.com/podcast-10

I speak with Steve Folland of stevefolland.com about the direction of video on the web and how to wield it effectively. Show Notes: https://timbdesign.com/podcast-9

I talk with Bill Hickey of Hickey Photography about what it takes to use photography online, advice for tips to get great shots for web, and how to ball on a budget with photography. Show Notes: https://timbdesign.com/podcast-8

I speak with backlink expert Clayton Johnson who has been doing SEO and backlinking for 12 years now. How do backlinks get you found on search engines, and specific strategies to get them. Video at https://timbdesign.com/podcast-6

Deepen and widen your perspective on WordPress development as we talk everything from plugins, custom post types and Advanced Custom Fields to the upcoming Rest API, and O-Auth Plugin, with Zesty marketing bits as well to keep it interesting.

Everyone is in sales in this day and age. Whether it be pitching creative, trying to be heard within the company, or getting new clients, these concept we share with you the best tactics we know of for persuading, getting leads, but more importantly for building rapport.

If you want to get started monetizing your website by affiliate marketing, Morgan shares how she did it, and how to start Affiliate marketing today and other great website and blog promotion tactics.

Tim Brown and 2 guests, Matt Brown and Drew Gneiser discuss the latest tactics and strategies for rocking social media well, while maintaining the end goal of making meaningful connection and making a difference.

From remarketing to display ads, get the lowdown on Google Ads, SEM, PPC and figure out how to do these things at a solid level without breaking the bank. For designers and digital marketers to small business owners.