How To Maximize Your Marketing ROI in the Trades

Introduction

Being an owner in the trades can sometimes feel like Glengarry Glen Ross—constantly chasing leads. But here’s the reality: leads alone won’t grow your business.

If you’ve ever wondered, How do I get the most out of my marketing dollars?, the answer lies in understanding your numbers, tracking results, and being flexible with your strategies. Let’s break it down.

The SEO Long Game: Playing to Win

SEO is a lot like planting a tree. It takes time to grow, but once it’s established, it’s nearly impossible to uproot.

There’s a company in our market that started its SEO efforts a decade ago, and they’re still dominating search rankings. Even with our aggressive strategy—pushing high-quality content, frequent updates, and targeted keywords—they’re tough to beat.

Why SEO Matters for Home Service Businesses

• Long-Term Investment: Unlike paid ads, SEO builds momentum over time, creating sustained lead generation.
• Competitive Edge: The longer you wait to start, the harder it becomes to catch up.
• Scalability: With a solid SEO foundation, your cost per lead (CPL) can decrease significantly over time.

At Wilson Co, we aim for 10–30 pieces of high-quality content per month to stay competitive. It’s aggressive, but it ensures we’re not just playing the game—we’re in it to win.

When Should You Invest in SEO?

If you’re at capacity today but want to set yourself up for future growth, start investing in SEO now. Six to twelve months down the road, when you need more leads, you’ll be glad you did.

And if you’re not sure where to start, working with experts like Service Scalers can make a difference. Their tailored SEO strategies focus on:

• High-quality, consistent content
• Performance tracking and analytics
• Maximizing booking rates to stretch every marketing dollar

‍So here’s the lesson: SEO is not a quick fix.

It’s a long-term investment in your business. The key is consistency.

We aim for 10–30 pieces of content a month to stay competitive. This aggressive approach ensures that we’re not just playing the game—we’re in it to win.

If you’re at capacity today but want to set yourself up for future growth, start investing in SEO now.

Six to twelve months down the road, when your business needs more leads, you’ll thank yourself.

How to Adjust Marketing Strategies in Slow Seasons

During shoulder seasons (like September and April), demand often dips. Instead of waiting for leads to dry up, shift your marketing dollars strategically:

• Invest in outbound promotions to engage existing customers.
• Focus on membership plans to drive repeat business.
• Adjust pricing strategies to boost booking rates when demand is lower.

Understanding Customer Acquisition Costs (CAC)

Too many businesses obsess over lowering cost per lead (CPL), but the better question is: What’s the most I can afford to pay per lead?

With our $12,000 average HVAC install ticket, we’re comfortable paying up to $750 per acquired customer because we know the ROI is worth it.

Conclusion

Marketing isn’t magic—it’s math. Do the formulas, track your results, and adjust your strategies accordingly.

If you’re serious about scaling your business, investing in SEO, making data-driven decisions, and staying flexible with your marketing dollars will ensure long-term growth.

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