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Digital Marketing Coach with Chris Heidlebaugh helps home service business owners stop guessing with their marketing and start building a strategy designed to generate more leads, more calls, and more booked jobs.
Hosted by Chris Heidlebaugh, a digital marketing expert with 25 years of experience and a background in the construction industry, this show delivers practical guidance on websites, SEO, Google Business Profile, paid advertising, social media, content, AI, lead generation, and marketing strategy.
You’ll learn what is working, what is wasting your money, and how to make smarter marketing decisions without getting buried in confusing jargon or empty promises.
Whether you want to improve your own marketing, train your employees to manage it in-house, or make better decisions when hiring an agency, each episode is designed to help you take greater control of your growth.
Stop guessing with your marketing. Start building a system that helps your business grow.
Logos don't pay your bills. Let me say that again. Logos don't pay your bills. Why is that important? It's because so many times as an agency owner myself, I work with startups, I work with companies that have been around for a while, And they're so fascinated with their logos.
Speaker 1:They're so fascinated where it's like on their website, it's got to be the biggest thing that people see. Like even to the extent where it's like the navigation, call to actions, like your phone number, like nobody cares about that. It's about the logo. And here's the punchline, okay? Your logo identifies your business, but your content grows your business.
Speaker 1:Let me say that again. Your logo is going to identify your business to people. They're going to see it on billboards and the TV, and they're going to see it in brochures, magazines, and stuff like that. But it is your content that grows your business. And today, I'm going share with you three tips that I believe that will help you really understand that it's okay to not worry about the logo because your logo is not paying you.
Speaker 1:Trust is paying you. If you're new to me, I'm digital marketing coach Chris Heidlebaugh, and I help home service companies and contractors stop guessing with their marketing and start focusing on getting more leads, more calls, and more book jobs. So if you're looking for somebody to give you a digital marketing audit to train you or your team how to do your own digital marketing or somebody to do your digital marketing for you, you can check me out at digitalmarketingcoach.com to see how you can work with me. Okay. So let's kind of talk about this.
Speaker 1:I really want to focus on this on point number one is customers buy trust, not logos. Great. And trust me, like, got I got you know, I like my logo. Right? But it's for branding, not for trust and things like that.
Speaker 1:Okay? So the thing is is your customers are gonna buy trust. So what does that trust mean? It is your content. It is your reviews.
Speaker 1:It is like your website, your social media, what you have going on. What does AI say? All these different things. That is your content. That is your, you know, what people see, especially reviews.
Speaker 1:Right? That is the trust that people are going to see, not your logo. K? And so I really want to, you know, focus on that that it doesn't matter if your logo is the biggest thing in the world or the smallest when it's 02:00 in the morning and somebody's toilet is overflowing, water is going everywhere, do you think they care about your logo or do they care about that you have great reviews and you can be there within the next thirty minutes? Right?
Speaker 1:Now now that's not gonna be every single company, and I understand that. But, again, that's the thing is if you have an emergency, you could care less. Right? And and that's the point. When you if you're a garage door repair company.
Speaker 1:K? You smash through your garage door in an accident. K? Like, I have a twenty two year old son. Like, maybe you're you know, there's been a time where you're training your kids and and you're doing the classes and all the hours and all those kind of things, and stuff happens.
Speaker 1:The brake pedal kind of turned into the gas pedal, now your car is sitting in your living room, right? It could be anything, okay? But it's going to be one of those things that when you need a garage door repair company right now or within the next short amount of time, and you go to their website, are you looking at their logo and the script of the font, and oh, did you see the color palette that they used? No. Dude, come on.
Speaker 1:You care about can they help you? And that is where the trust comes from. So really, truly number one, people are buying trust. They're not buying your logo. Okay?
Speaker 1:Number two is your assets are going to generate those leads. Okay? So what what do I mean by that? So as a, as a digital marketing agency owner myself, I help companies, I train companies, but I've also been a contractor. So I've been doing this for twenty five years and part of my time is spending eighteen years of that doing construction, doing concrete work, doing framing, doing roofing, doing all these different things.
Speaker 1:And so it's one of those concepts that for me, like I had to put food on the table while I was growing my brands and things like that. And so I've seen both sides of this. Okay? And so what's really more important is that people see that, you know, you actually have real content, like you're showing before and after pictures. And this is a great tip.
Speaker 1:Like, if you're using a CRM, okay, something that's keeping track of your clients and what what work you did for them, tell your tell your, you know, your team and your technicians be like, take it before picture, take it after picture. Okay? Not only does that help for your website, but it also helps for social media, AI, and these other platforms that you can put content out there. Right? It's a big deal.
Speaker 1:So with that being said, though, is, again, create assets. Okay? And those are gonna generate leads. So when you're, you know, going to a house, and let's just say it's Chris HVAC, I'm the company, and I go to somebody's house and I notice that their air filter is super clogged, their furnace filter, whatever. Okay?
Speaker 1:So the furnace filter is super clogged. We find out it hasn't been changed in five years. Can you believe that? Right? That'd be crazy.
Speaker 1:So it's putting so much pressure, so much strain. You know, people are like, well, we're our our our air conditioner, like, hardly get any air. The furnace is not blowing out anything. Blah blah blah. K?
Speaker 1:And as you go in, you notice you're like, hey. Yeah. Like, your furnace filter, you know, super clogged. And so, like, here I am. I'm taking a picture before, and now I'm taking a picture after.
Speaker 1:And do showing up too if I held up two furnace filters right here and say, hey. What does your furnace filter look like? If it looks like this, you could be wearing down your furnace machine. Maybe you're using the wrong MERV or whatever it is, blah blah blah, x y and z. You're gonna wear down your machinery.
Speaker 1:Here's what a clean one looks like. Oh, by the way, at, you know, Chris HVAC company, we offer an annual maintenance plan where we'll come out. So, you know, every month or whatever, you know, x y z. Okay? Not only does it give you a chance to kind of sell to people, but you're also educating.
Speaker 1:So you're winning business through education. That's why I do videos. Right? That's why I put out content. It's like, I wanna help people.
Speaker 1:And at the end of the day, if somebody's like, hey. Look, man. There's that weird, like, home service guy that thinks he's super cool, which I'm not. But, you know, he's like he goes by the Digital Marketing Coach. K.
Speaker 1:That's great. Why? Well, I get a hard last name to pronounce to begin with, but it's one of those concepts that you're like, hey. That guy, I trust him. Like, his education is spot on.
Speaker 1:Hey. We're gonna at least give him a shot. Right? Same thing with you. Like if you're if you're telling people, hey, look, don't buy an air conditioning unit if it's this or that and the other.
Speaker 1:Or educate people. Hey, what's the difference between a 92% efficiency one versus 88% or something like that. Okay? Sears 16 or this, that and the other. Maybe it's plumbing.
Speaker 1:Maybe it's garage doors. Do I need to insulate a garage door or I don't? Right? So the more content you put out there, then your customers are going to get even more trust with you and that's gonna generate leads. Okay?
Speaker 1:And one of the last things is really focus on stop trying to polish your business and really truly start marketing. Okay? It's one of those concepts that so many companies, especially the bigger the company, the more people you have is kind of like, all of a sudden you have people that are like building all these like, I mean, they're going to like Canva and they're like building logos and they're building all kinds of stuff and they're doing all these things and you're just like, you know, all these brochures and all these flyers and all these things. One of the funniest things is when somebody sends me a QR code to put on their website. And I'm like, well, if I'm already on my phone, it's kinda hard to scan the QR code.
Speaker 1:Right? But but you get things in your head. Right? You get you get things going on. And so I'm not saying please don't hear my heart.
Speaker 1:I'm not saying don't worry about your logo, don't worry about your fonts or your colors or things like that. But in the grand scheme of things, if you want more leads, more calls, and more booked jobs, which is what I focus on myself for you, focus on content first, stop polishing, you know, like what you got going on for your business and start focusing on your marketing. That is so much more important. Okay? At the end of the day, it's kinda like somebody goes out in the forest and it's like if somebody screams and, like, nobody hears you, like, you know, like, if nobody's around, are you really screaming kinda thing?
Speaker 1:Right? Same thing with your marketing. If you're out there and you're like, hey. Look how great we are. Look at our biggest logo that's out there.
Speaker 1:We got the biggest billboard with the logo. And trust me, I've seen this. Like, I've seen companies where they'll just out in the field, here's a billboard with a logo. Like, I don't even know what they do. Right?
Speaker 1:But they think that, oh, we're getting we're getting exposure and to some level, okay. But when you're putting out content, I live in a digital world, you live in a digital world. When people see your content, when they see education, when they see information, when they see reviews, that is going to help way more than having the super polished logo. Okay? So again, at the end of the day, focus on your marketing, focus on creating content.
Speaker 1:Stop worrying about polishing every detail of mark of of your business brand and identity and colors and hues and things like that. How big the fonts are, the scripts, and focus on the client. Focus on the customer. If you need help, I'm digital marketing coach, Chris Heidlebaugh. We'll see you next time at digitalmarketingcoach.com.