Easton Outdoors: Micah Miller on Marketing for Contractors

Prioritize your website as the core of your marketing, ensuring it includes transparent pricing, detailed job recaps with before/after photos and costs, and an online scheduling tool to pre-qualify leads and save time.

Embrace 'information parity' by being the primary source of education for potential clients, offering detailed content, calculators, and guide pages to build trust and authority.

Develop a strong social media presence by consistently posting content (at least weekly) that verifies your work and authenticity; 'before and after' transformations and raw, imperfect videos are highly effective.

Implement a 'marketing bullseye' strategy, focusing first on your website, then social media for credibility, then local awareness (yard signs, charity events), and only then broader recognition (billboards, truck wraps).

Quantify your client acquisition costs and actively follow up with past clients, as they represent a lower-cost, high-trust source of repeat business and referrals; aim for 'add-on' sales during service calls.

Standardize your project offerings into 'packages' or 'design buckets' that clients can self-select and option online, reducing the need for extensive, individualized sales consultations for common requests.

Cultivate a sales process that enables self-assessment, self-selection, transparent pricing, and self-optioning for clients, empowering them to make informed decisions and filter out non-ideal prospects.