“How To Economy-Proof Your Business With Strategic Marketing” [Webinar Replay]

“How To Economy-Proof Your Business With Strategic Marketing” [Webinar Replay]

By Jocelyn Van Saun

August 29, 2023

In the home improvement industry, adapting and thriving in various economic conditions is a key challenge that every business owner faces. With that, the goal of our recent webinar with the experts at EverConnect, MarketSharp, and PulseM, “Five Strategies to Economy Proof Your Business With Strategic Marketing,” was to provide business owners with valuable insights and digital marketing tips to guide them through both prosperous and challenging times. Scroll to the bottom of this blog to watch the full replay or read on for the key takeaways from our enlightening conversation.

Key Takeaway #1: Diversify Your Marketing Mix for Optimal Reach

By harnessing different marketing channels, such as social media, content marketing, search engine optimization (SEO), pay-per-click (PPC), and more, you can tap into a broader audience and reach more qualified prospects where they’re searching for your services. By embracing multiple touchpoints and various channels in your marketing strategy, you’ll be more likely to show up for potential customers at different stages of their buying journey, leading to better engagement and conversion rates.

While we stress the quantity of outreach you’re doing, you also want to pay attention to quality by tailoring each method above carefully to ensure that you’re showing up for the right people, because a lead isn’t worth much if they don’t meet the qualifications of your ideal customer profile (ICP).

Key Takeaway 2: Maximize Your Presence on Google

Dominating Google’s search results is a crucial aspect of modern marketing. This includes optimizing your Google Business Profile with accurate information, efficiently and appropriately responding to reviews, and engaging with both existing and potential customers online. It’s also

important to utilize paid strategies like Google Ads and Google’s Local Services Ads to help you gain a competitive edge and, in turn, reach prospects looking for your specific services first. 

Key Takeaway 3: Craft A Targeted Landing Page Experience

When running paid campaigns, consider creating targeted landing pages or microsites that cater to specific products or services. This tailored approach ensures that visitors find exactly what they’re looking for, increasing the likelihood of conversion. By streamlining the user experience and providing only relevant information, you enhance the overall effectiveness of your paid and organic marketing campaigns.

Key Takeaway 4: Monitor and Adjust Your Marketing Metrics

Measuring the performance of your marketing efforts is essential for making informed decisions. Understanding key metrics like the cost of marketing, lead conversion rates, and return on investment (ROI) allows you to optimize your budget allocation and strategies in the future by deciding what works (and is worth investing future dollars in) and what doesn’t, in turn, leading to better outcomes.

Key Takeaway 5: Leverage Complementary Marketing Technologies

In a rapidly evolving digital landscape, staying up-to-date with marketing technologies is crucial. There are many complementary marketing technologies, like text-based communication, customer relationship management (CRM) systems, social media automation tools, content management systems (CMS), and lead aggregation software, at your disposal that you should integrate into your stack. While the term “marketing technologies” might sound daunting (and expensive), there are plenty of affordable options that will empower you to embrace a mindset of experimentation and learning as you explore new solutions that align with your business goals.

Key Takeaway 6: Establish Clear Relationships with Service Providers

Collaborating with marketing and lead service providers requires building transparent and communicative relationships so that your partners are sure to understand your business goals and objectives. Minimizing the number of partners while maximizing the value they bring can lead to more effective campaigns and streamlined interactions, ultimately benefiting your business’s bottom line.

Key Takeaway 8: Prioritize the Customer Experience

Ensuring a positive customer experience is a critical component of long-term success. Beyond generating leads, focus on customer satisfaction, reviews, and retention. By encouraging positive customer reviews and testimonials, you can enhance your online reputation and foster repeat business, contributing to sustained growth. And it’s not just other potential customers that will notice these reviews … Google will too, increasing your credibility and search engine ranking.


The insights from the “Five Strategies to Economy Proof Your Business With Strategic Marketing” webinar offer actionable takeaways for businesses looking to thrive in various economic conditions. And, remember, a well-rounded marketing strategy and a commitment to adaptation can make all the difference in the dynamic world of business.

If you would like to get in touch with our team of digital marketing experts to learn how to utilize digital marketing to ensure your business thrives in any economic condition, get in touch with us today. 

Click here to watch the full replay.