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Episode 157 of Behind the ToolBelt is our Holiday Edition episode featuring our special guest David Bruno from Local IQ! David is a frequent guest on our show, and was happy to join us for our final episode of the year. Ty Backer mentions how he loves when David comes on the show, which is about 6 times now, because he feels he always learns something new.

David complimented the growth on Behind The Toolbelt and what we’ve implemented to grow such as new cameras and technology. Ty mentions some other plans they have, and reminisces with Chris and David what they’ve used in the past. Ty claims when people started to want to come on the podcast is when things really started getting fun and has continued to provide the fuel to keep the podcast alive and well!

Ty then brings up that he has quite a few items he wants to talk about and wishes to start off with the age old discussion of “marketing vs branding”. Even though they’ve had this conversation before, it always evolves into something new and compelling.

David explains that something he loves about marketing is that it’s ever evolving. Ty concludes by agreeing with some examples from the Roofing industry where you must direct your marketing efforts based on the season and what the customers’ needs are at that time. As the discussion evolves, David mentions how using images on your website representing what your company does has a great impact on your web pages performance.

Ty and Chris discuss two moments where we had exponential views on our posts that specifically had to do with showing physical construction being performed. The second post was one where Chris went live early in the morning on a new construction job. To elaborate Ty goes on that when we had the 10k views within an hour what worked then wont work now due to the algorithm changes on facebook. The second point Ty makes is that the time of day impacts what brings more traction to views and posts on the social media accounts.

David, Bruno, and Ty then discuss where the best places to schedule ads would be, and the increase in touch points due to the increase in use of mobile devices. They also speak on how to take advantage of the algorithms available from each social media company. It all comes down to understanding your branding and the correct way to market to the individuals you wish to see your advertisements.

David claims Ty and TC Backer are in the “Ability Zone” which means that the company has the ability to take chances and deal with expenses, but also allows for the possibility of tremendous growth.

Ty asks a question regarding if he were to build a website and create a company from scratch, how long would it take for the company to be organically ranked on Google. David mentions that it would definitely take some time to build some traction and build your online reputation to where you want it to be. Ty asks “Is it just about the money?”David replies “Not necessarily it also has to do with the content on your side and the message being spread”. Essentially it takes a lot to get your business ranked organically and building your brand.

Ty breaks down his idea on branding with taking these smaller repair jobs that no other contractor is responding to, and building your brand by showing up and helping the people out who need that help. What this does though is creates a relationship with the homeowner letting them know TC Backer has their back. “The Brand comes from those who’ve been helped and they continue to cheer you on”.

David responds that the personal referral is the best way to organically grow your brand and your business. They then get on the topic of reviews, and Ty questions how some of these contractors who haven’t been in business for many years have over 3500+ reviews. Ty also explains that oftentimes you can get fake negative reviews, and nothing can be done every time to remove it. “At the end of the day, a lot of people look at reviews” Replies Ty, and mentions that be mindful these reviews can be hurtful to the people within the company, and it’s okay to give a good review for a project well done.

Chris retorts that asking for a Good review, versus an honest review is the correct approach when discussing leaving a review with the homeowner. David mentions that individuals are more likely to leave you a bad review when broached with a small issue, versus leaving a good review for exception work performed. This is why asking the customer if they feel comfortable leaving an honest review is so important.

The next topic discussed is “continuing to be relevant, and not becoming obsolete with marketing, branding, etc”. The question was poised by Ty, and answered by David. David recommends taking a look at the top 10 trends and how to improve them and make an impact. Ty asks David if he was a contractor, what are the trends from last year that we are missing out on. David replies that the direction we are going seems to be that we are already moving forward towards the existing trends. Meaning building a more digital presence while incorporating other methods and tools associated with marketing and branding.

Ty then asks if it is possible to over market yourself. David explains you absolutely can over market. Especially when sending multiple emails over and over again when they open an app or their email, it tends to create overload and turns potential customers away from using your services. As the conversation continues, Ty picks David’s brain in regards to asking the question is “Having multiple billboards or the big beautiful display at the home and garden shows harming us by having homeowners think we are too expensive for them”? David’s response was that “This tends to be an old school way of thinking, and most consumers are recognizing that perhaps the company is successful and great at doing their jobs, which provides the means to show others the great job we do.”

“Now is the time to buy up the marketspace” claims Ty as the conversation continues on to billboards. Contractors feel that sometimes the cost to set up several billboards might be too high, but don’t realize they can negotiate that cost. We are noticing a lot of empty billboards in the area, so we’re sure it’s happening elsewhere in the country. Don’t be afraid to put yourself out there as a contractor and build on this opportunity. David then offers his opinion on the situation and mentions the people he is working with are doubling down and growing through the market.

David compliments the fact that on Behind the Toolbelt, we get extremely honest with who we are and what we do at TC Backer Construction. Ty retorts that we want our community to know who we are before we show up so they know they are making the right choice by contacting an honest and trustworthy company. “Who is the company?” is what Ty asks. People want to know not only what the company is but who the company is. This is what we live by at TC Backer Construction, we try to share our principles of taking care of our community in all of our affairs!