Episode Overview
Jamie Adams admits that strategies and options in the digital marketing space can be confusing as well as ever-changing.
As the chief revenue officer at Scorpion (which is the sole preferred digital marketing partner of ServiceTitan), Adams is on a mission to take the guesswork out of these tactical processes for trade companies.
One of his first pieces of advice is to move away from outdated advertising methods and go to online channels that help maximize marketing dollars with the help of technology.
He says efforts like this can help any size business compete in their city or town–even when going up against private-equity dollars.
“The amount of money that's being invested in some of these businesses is really making it more competitive for the smaller businesses in those markets,” Adams says. “So that makes it even more imperative that those smaller players are leveraging technology.”
Companies can get good ROI if they strategize regularly and are willing to pivot, he says.
And when it comes down to basics, you want consumers to be thinking about your brand.
“At the end of the day, it’s about how well known your brand is,” Adams says. “You want more people to go to Google and search for your brand instead of searching for ‘plumber near me.’”
Getting to a point of high brand recognition takes effort, he adds. It calls for a digital marketing plan that includes A-to-Z oversight.
“One thing that's really critical when you think about attribution is making sure that you've got the means to track it all the way through,” Adams says.
The best plans take the big picture into account, he says.
Jamie Adams recently joined ServiceTitan’s Jackie Aubel on the “Toolbox for the Trades” podcast, which included Adams’ thoughts on:
[06:33] Tips to ensure that you’re getting the most out of your marketing budget
[11:16] Finding your way while navigating local competition
[13:34 The importance of last-click attribution
[18:58] What makes a good marketing plan
[26:03] How to make incremental changes to your marketing funnel
To hear more stories from the trades, subscribe to “Toolbox for the Trades” on Apple Podcasts, Spotify, Google, or anywhere you get podcasts.
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