{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Success Beyond The Brush","title":"SBTB Ep. 6 | Behind The Bid - Where to Spend Your Marketing Dollars: Buyers, Brand, and Better ROI","html":"","width":"100%","height":180,"duration":2744,"description":"Where to Spend Your Marketing Dollars: Buyers, Brand, and Better ROIWhen you’ve got a limited marketing budget and a dozen people shouting “We’re the answer!”, where do you actually put your dollars?In this episode of Success Beyond The Brush, host Mark Black sits down with Scott Lollar from Consulting4Contractors to unpack how painting contractors can make smarter, data-driven decisions about marketing spend—without getting hypnotized by shiny objects or agency hype.Scott walks through how to reverse-engineer your marketing budget from your revenue targets, average job size, and close rate, and why tracking cost per lead and cost of acquisition is non-negotiable once you start spending real money. They compare branding vs. direct-response marketing, dig into Google vs. Facebook, Angi and other lead services, billboards, TV/radio, Every Door Direct Mail, door hangers, and more—showing where each fits in your overall strategy.You’ll also hear why past customers are your most underused marketing asset, and how a simple, consistent newsletter can beat out expensive ad campaigns when it comes to profitability and long-term growth.Whether you’re a one- or two-person shop just starting to spend, or a multi-million-dollar contractor wrestling with a six-figure marketing budget, this conversation will help you think more clearly about the why behind every marketing dollar.In this episode, you’ll learn:How to back into your marketing needs using revenue targets, average job size, and close ratesThe difference between buyers (Google searchers) and shoppers/scrollers (Facebook)Why Scott’s personal guideline is ~6% max marketing spend—and when 10% can still be okayHow to calculate and track cost per lead and cost of acquisitionThe real role of branding: billboards, TV, radio, vehicle wraps, and social postsWhy ignoring your past customer list is one of the biggest marketing mistakes contractors makeHow to build a simple annual marketing calendar that keeps you out of “panic...","thumbnail_url":"https://img.transistorcdn.com/pdEIPdN9aIYAPyzyMbtjCAiKcSsD7VyQq1yYVVylzns/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS85YzFh/YTc4MTAyNWY2NzFl/NWUzZjc2MGNjYjc4/ZjEzMi5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}