Corey Cullather, WebFX | Ep. 53

Ensure your marketing agency is fully integrated with your CRM to accurately track revenue from all marketing channels (e.g., Google Maps, organic search, paid ads) and make data-driven decisions on where to allocate marketing dollars.

Leverage your first-party CRM data to identify ideal clients, create lookalike audiences, and target specific homeowner segments (e.g., those who bought a roof but not siding) for upsells and cross-sells.

Adapt to changing consumer search behavior by optimizing for AI-driven platforms (ChatGPT, voice assistants) by creating website content and blog posts that directly answer common homeowner questions about roofing services.

Treat your website as a 'digital salesperson' by ensuring it proactively answers customer questions, providing valuable information that homeowners seek through new AI search methods.

Don't rely solely on localized search results from your office; understand your true ranking across your service area and demand that your marketing agency provides transparent, integrated data that distinguishes between branded and non-branded traffic.

Regularly audit your digital presence and CRM integration with a third party to uncover hidden issues or inefficiencies that could be costing your business revenue, rather than blindly trusting your marketing partner.

Prioritize building a strong organic brand presence, as it significantly impacts business valuation for potential sales and ensures long-term customer trust beyond traditional door-knocking or paid advertising.