How to Build a Marketing System That Gets Results

A predictable marketing system can transform your business from inconsistent results to steady growth. Many construction and trades businesses face fluctuating workloads due to reliance on word-of-mouth and scattered marketing efforts. The solution? A structured marketing system that combines clear goals, audience targeting, and measurable strategies. Here’s how you can build one:

• Set Clear Goals: Use the SMART framework to define specific, measurable objectives, like increasing leads by 10% or becoming a top service provider in your area.
• Understand Your Audience: Segment customers by demographics, geography, and behavior to tailor your messaging.
• Optimize Your Website and SEO: Create a mobile-friendly, fast-loading site with localized SEO to reach nearby clients.
• Content and Social Media: Share educational and engaging content on platforms like LinkedIn, Instagram, and Facebook to build trust and visibility.
• Paid Ads and Email Marketing: Use targeted ads and personalized email campaigns to generate and nurture leads.
• Track Metrics: Focus on KPIs like conversion rates and ROI to refine and scale your efforts.

When done right, this approach ensures consistent leads, improved ROI, and measurable business growth. Skip the guesswork and build a system that works for you.

The Proven Marketing System Contractors Pay Me to Learn

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Step 1: Set Clear Goals and Know Your Audience

Every effective marketing system begins with two key ingredients: clear goals and a deep understanding of your audience. These aren’t just nice-to-haves - they’re the foundation for achieving real results. Without them, your marketing efforts can quickly spiral into a series of disconnected activities that waste time and money.

Set Specific, Measurable Goals

Vague goals like "get more customers" or "improve brand awareness" won’t cut it. Instead, use the SMART framework - Specific, Measurable, Attainable, Relevant, and Timely - to set clear objectives and track your progress effectively.

Start by dividing your goals into two main categories:

• Revenue Goals: For example, "Increase lead inquiries by 10% this quarter."
• Brand Goals: Such as "Establish our company as the go-to expert for commercial HVAC in Dallas."

Both types of goals are important, but each will require different strategies and timelines. Research shows that having a documented strategy can boost your chances of success by 315%. Companies with clear marketing plans achieve win rates 27.1% higher than those without and hit their quotas 18.1% more often.

As Conductor explains:

"Your efforts will be much more victorious, and a whole lot easier to get off the ground, if you start with goals and KPIs".

To stay focused, plan in 90-day cycles. Choose 2–3 high-priority initiatives to tackle each quarter. This method keeps your team agile and ensures you can assess progress before moving to the next phase.

Once your goals are set, the next step is to zero in on your ideal customers.

Know Your Target Audience

Your audience is NOT "everyone who needs construction work." The more specific you are, the stronger your messaging will be. Will Blunt from the Association of Professional Builders sums it up well:

"Your ideal customer isn't 'everyone.' By honing in on a specific customer avatar, you can create a message that speaks directly to their pain points, desires, and needs".

Start by breaking your audience into segments using these four categories:

• Demographic: Age, income, family size.
• Geographic: Specific regions, neighborhoods, or zip codes.
• Psychographic: Values like sustainability or luxury preferences.
• Behavioral: How they research and make purchasing decisions.

For instance, if you’re targeting high-end custom builds, focus on homeowners with household incomes above $200,000. These clients are likely in suburban areas, value craftsmanship, and are prepared for long-term projects lasting 12–18 months.

Gather real-world data to refine your understanding. Interview 8–12 of your current clients to uncover patterns: What types of projects do they request most? What budgets are typical? What challenges led them to hire you?. Use website and social media analytics to track visitor behavior and demographics. Additionally, analyze your competitors’ SEO strategies to see which audiences they’re attracting.

Pay close attention to pain points. Construction clients often stress over tight deadlines, budget limits, and finding reliable contractors who deliver on promises. By addressing these concerns directly, you position yourself as the ideal solution. Adrian Garcia from B&G Collective puts it clearly:

"The goal is not 'more inquiries,' but right-fit buyers who align with your project types, locations, and budget realities".

Here’s a key takeaway: Builders who allocate just 3% of their annual revenue to marketing consistently achieve net profit margins above 15%. But this only works if your marketing reaches the right people. High-intent buyers spend significant time researching before they ever contact you. If your marketing doesn’t address their specific concerns during this silent evaluation phase, you’ve already lost them.

Step 2: Build Your Website and Local SEO

After defining your goals and audience, the next step is creating an online presence that works for you around the clock. Your website and local search setup are the backbone of your marketing efforts, helping to attract and convert potential customers effectively.

Create a Mobile-Optimized Website

Your website needs to perform seamlessly on smartphones. Why? Because Google uses mobile-first indexing, meaning your site’s ranking depends on how well it works on mobile devices, not just desktops. Plus, with nearly 80% of smartphone searches for local services leading to offline purchases, a poorly optimized mobile site could cost you customers.

Here’s what to focus on:

• Responsive Design: Your site should automatically adjust to any screen size.
• Intuitive Navigation: Use simple menus, like hamburger icons, to make browsing easy.
• Speed: Compress images and streamline code to ensure fast loading times.

For construction and trades businesses, dedicate individual landing pages to each service you offer. Instead of grouping remodeling, roofing, and plumbing into one generic page, create specific pages featuring:

• High-quality photos and videos of completed projects.
• License numbers, certifications, and insurance details.
• Customer testimonials - since 89% of people trust reviews from other customers more than a company’s own claims.

Make sure your Name, Address, and Phone number (NAP) are in HTML for better search engine visibility. Place a clear Call to Action (like "Get a Free Quote" or "Call Now") prominently on mobile screens so visitors can contact you easily. Avoid annoying pop-ups or intrusive elements that might frustrate users.

Use Local SEO to Improve Visibility

Once your website is optimized for mobile, local SEO ensures you’re visible to nearby customers. Local searches account for almost 50% of all Google searches, and 28% of these lead to a purchase. Without local optimization, you could miss out on a huge pool of potential clients.

Start by claiming and optimizing your Google Business Profile (GBP). This is your ticket to appearing in the coveted "Map Pack" at the top of local search results. Choose your primary category wisely (e.g., "General Contractor" or "HVAC Contractor") - it directly affects which searches display your profile. Add high-quality photos of your team, equipment, and projects, as 90% of consumers prefer businesses with visible imagery.

If your business serves customers on-site rather than at a storefront, define your service areas clearly in your GBP. You can also create city-specific landing pages for major areas you cover. Include:

• Local landmarks and driving directions.
• An embedded Google Map.
• A gallery of region-specific projects.

Avoid creating dozens of near-identical pages with only the city name swapped out - Google penalizes these "doorway pages". Instead, use location-specific keywords like "roof replacement in Austin" or "custom homes in Scottsdale" in your title tags, headers, and meta descriptions. This helps refine your audience reach and aligns with your target customer segments. As Amy Toman from Digital Law Marketing advises:

"Concentrate on text for local optimization. As Google's search experience refines over time, spotlighting the geographic area serviced should be a priority."

Customer reviews are a game-changer - 96% of people read reviews when searching for local services. Encourage happy clients to mention specific services in their reviews, as these details can trigger Google "justifications" that showcase your offerings. Respond to all reviews professionally, as 62% of customers are willing to give a business a second chance if their complaint is addressed publicly.

Lastly, ensure your NAP details are 100% consistent across all platforms, including Yelp, Facebook, Apple Maps, Bing Places, and industry-specific directories. Listing your business on 30–40 reputable platforms can boost website clicks by 87% and phone calls by 13%.

One striking example comes from Local SEO Guide’s work with Eleven Fifty Academy in 2025. By enhancing their local visibility, the academy achieved a staggering 1,780% increase in Page 1 rankings for key local terms within a year. This success allowed them to expand into new regions and generate more leads.

Step 3: Create a Content and Social Media Plan

Once your website and local SEO are in place, it’s time to focus on creating content that keeps your marketing funnel running smoothly. A solid content and social media strategy can transform your online presence into a lead-generating powerhouse that works around the clock.

Create Content Your Audience Wants

Think about the kind of content your audience actually needs. Answer their questions, and don’t shy away from showcasing your work. For example, before-and-after photos, timeline videos, and behind-the-scenes clips can go a long way in building trust and interest. Did you know that leads who interact with project timeline videos are 73% more likely to convert than those who don’t? That’s a stat worth keeping in mind.

Stick to 3–5 core topics to ensure your content stays aligned with your brand. For instance, a general contractor might focus on project highlights, practical tips, client stories, team features, and seasonal maintenance advice.

Here’s a simple rule to guide your content mix: the 70/20/10 rule. Dedicate 70% of your content to educational pieces, 20% to moderately creative topics, and 10% to experimental ideas. Flexibility is key. For example, a quick five-minute video responding to a customer complaint once earned nearly 1 million views on Instagram. This shows the value of being responsive and leaving room for timely, real-world opportunities.

Use Social Media Platforms Effectively

Your social media strategy should start with identifying where your audience spends their time. 87% of construction decision-makers use social media to evaluate potential partners, and businesses with active profiles see 3.5 times more inquiries compared to those sticking to traditional ads.

For commercial construction, LinkedIn should be your go-to platform. It’s where 80% of B2B leads originate, and 76% of B2B buyers research contractors here. Share content like case studies, technical insights, and industry updates during peak hours - typically 7–9 AM and 12–1 PM - when decision-makers are most active.

For residential work, focus your efforts on Instagram and Facebook. Instagram excels at visual storytelling, with 83% of users discovering new services on the platform. Use it for high-quality project photos, Reels, and Stories to showcase your work in real time. Meanwhile, Facebook is ideal for building trust within local communities, as 78% of consumers find local businesses through the platform. Share client testimonials and neighborhood-specific updates to connect with your audience.

YouTube is perfect for long-form content like tutorials and project walkthroughs, while TikTok can help you reach younger audiences and highlight creative techniques. Construction-related hashtags on TikTok have amassed over 11.3 billion views, and drone footage tends to perform particularly well, earning 3 times more engagement than ground-level videos.

Platform	Best For	Target Audience	Key Content Type
LinkedIn	B2B Networking & Authority	Developers, Architects, Commercial Clients	Case studies, technical insights
Instagram	Visual Showcase	Homeowners, Designers	Before/after photos, Reels, Stories
Facebook	Local Community & Trust	Local Residents, Past Clients	Testimonials, community updates
YouTube	Education & Walkthroughs	Researchers, High-Intent Leads	Tutorials, project tours
TikTok	Viral Trends & Culture	Younger Talent, Industry Peers	Quick tips, behind-the-scenes

Stay responsive - aim to reply to comments and messages within four hours during business hours, as 75% of social media users expect a response within 24 hours. Social media consultant Jade Beason puts it best:

"You should be on the platform where you actually enjoy consuming and creating content. If you don't enjoy that platform, it's not going to work."

The key to success? Consistency. Start with 1–2 platforms where your audience is most active. Post regularly - daily for Instagram and Facebook, and 1–2 times per week for YouTube - and adjust based on what resonates most.

Step 4: Use Paid Ads and Email Marketing to Generate Leads

Once you’ve clarified your goals and gained insight into your target audience, it’s time to focus on strategies that deliver immediate results. While organic content takes time to build traction, paid ads and email marketing can generate quick engagement and leads.

Run Targeted Paid Advertising Campaigns

Paid ads thrive when they’re laser-focused. Platforms like Google Ads are great for capturing high-intent users searching for specific services. For example, keywords such as "emergency plumber near me" or "kitchen remodeling contractor" can drive traffic to your business. On average, the cost per click (CPC) ranges between $1–$2, though competitive terms can climb as high as $50. Google reports that businesses typically earn $8 for every $1 spent on their ads.

For visual-heavy businesses, Meta Ads (Facebook and Instagram) are excellent for showcasing your work. Share before-and-after photos of completed projects to highlight your expertise. These platforms allow you to target users based on location, interests (like home improvement or HVAC), and behaviors. Features such as "Lookalike Audiences" make it easier to find potential customers who resemble your existing ones. For commercial projects, LinkedIn Ads are a strong choice, allowing you to target professionals by job title or industry - perfect for connecting with developers or architects.

Keep your campaigns hyper-local by using geo-targeting to focus only on your service areas. To streamline lead capture, use Lead Ad Forms directly within the ad, minimizing friction. Build trust by including elements like certifications, team photos, or proof of insurance in your ads.

Your ad copy should address the specific concerns of your audience. For instance, electricians might highlight home safety, while flooring companies could emphasize their expertise in handling multi-family housing projects. On Google Ads, maintaining a negative keywords list helps filter out irrelevant searches, reducing wasted spend and improving performance. Don’t forget retargeting - this keeps your business visible to people who’ve already visited your site.

After grabbing attention with ads, the next step is to nurture those leads through well-planned email campaigns.

Nurture Leads with Email Campaigns

Email marketing offers one of the best returns on investment, with an average of $36 earned for every $1 spent. Think of your email list as a way to build relationships over time. Segment your audience by behavior, demographics, and where they are in the sales funnel. Personalized emails are far more effective, generating 29% more opens and 41% more clicks. Beyond just adding a first name, use dynamic content to tailor images and offers to specific groups. For example, a homeowner exploring kitchen remodeling will need different messaging than a property manager researching commercial flooring.

Automated email sequences can save time and increase efficiency. For instance, welcome new subscribers with a series of emails introducing your business and offering valuable insights. Re-engagement campaigns can help reconnect with contacts who’ve been inactive for 6–12 months. Focus on providing practical solutions and helpful information before making promotional offers. As Noel Griffith, CMO of SupplyGem, puts it:

"By consistently providing helpful information for free, we were able to build strong relationships... When the time came for them to make a purchase or renewal decision, we were the first ones they thought of".

Optimize emails for mobile devices, as 60% of emails are opened on mobile. Use single-column layouts, large buttons, and keep subject lines between 30–50 characters with preview text under 100 characters. Each email should have one clear call to action (CTA), whether it’s scheduling a consultation, downloading a guide, or reading a case study. To improve performance, test one variable at a time, such as the subject line, send time, or button color.

Integrate your ad platforms with a CRM like HubSpot or Zoho using automation tools. This ensures leads are followed up with quickly, while their interest is still fresh. Track which emails generate qualified leads and revenue - not just clicks or opens. Regularly clean your list by removing inactive subscribers to maintain a strong sender reputation, aiming for bounce rates below 2% and spam complaints under 0.1%.

Step 5: Track Performance and Improve Your System

Measure Key Marketing Metrics

Tracking the right metrics is essential for effective marketing. While it's tempting to focus on vanity metrics like follower counts or page views, these often offer little insight into how your efforts impact revenue. Instead, focus on metrics that tie directly to your business goals.

Here’s what to measure at different stages of the funnel:

• Awareness: Unique visitors and sessions
• Engagement: Click-through rates and time on page
• Conversion: Cost per lead, conversion rates, and MQL-to-SQL ratio
• Revenue and Retention: Marketing ROI, ROAS, customer lifetime value (CLV), and churn rate

One particularly important metric is the LTV:CAC ratio (customer lifetime value to customer acquisition cost), which should ideally be at least 3:1. To put things into perspective, B2C ecommerce conversion rates average around 2%, while B2B SaaS hovers just above 1%. Interestingly, 70% of CMOs now align their KPIs with CEO priorities, emphasizing marketing’s role in driving profits. However, 67% of small business decision-makers still rely on gut feelings over data.

By focusing on these actionable metrics, you’ll have a clearer foundation for improving your marketing efforts.

Use Data to Improve Results

Once you’ve identified the right metrics, the next step is using them to refine your strategy. Surprisingly, only 22% of companies can directly link their marketing activities to revenue. The real hurdle lies in turning data into action.

Start by identifying your "North Star" KPI - the one metric that drives your business growth. This shared focus helps align your marketing team with leadership priorities. From there, apply the ARC Framework: AWARE (discovery), REVIEW (evaluation), and CONVERT (action), to pinpoint where potential customers drop off in their journey.

Combine quantitative data with qualitative insights for a fuller picture. For example, Google Analytics 4 might reveal that users are abandoning your pricing page, but a tool like Microsoft Clarity could show whether the issue is a confusing form or slow load times. Just Eat applied this approach in 2024, analyzing campaign data to discover that advertising during mealtimes was most effective. By reallocating their paid media budget accordingly, they slashed their cost per acquisition by 68% in just four months.

Another tactic is running incrementality tests to separate organic growth from the results of your campaigns. For instance, a streaming company spending $500 million annually improved its marketing efficiency by 20% through monthly geographic experiments. Similarly, News UK segmented subscribers by engagement levels and targeted low-engagement users with tailored communications, cutting churn by 9%.

The key takeaway? Move beyond basic attribution and focus on continuous, data-driven optimization to transform insights into measurable revenue growth.

Conclusion: Build and Scale with BrodyFilmedIt

Creating a marketing system that consistently delivers results requires careful planning and an integrated approach. It’s about more than just ticking boxes - every step, from setting clear objectives to crafting engaging content and tracking meaningful metrics, works together to form a reliable path for growth.

In industries like construction and trades, where buyers often spend months (three to twelve, on average) researching before committing, a data-driven system isn’t just helpful - it’s essential. A well-thought-out strategy lays the groundwork for practical, tailored solutions that fit your business needs.

Once your strategy is in place, execution becomes the next focus. That’s where BrodyFilmedIt steps in. Their expertise lies in helping businesses like yours implement these systems effectively. For example, professional video production showcases your work through project walkthroughs, aerial drone footage, and before-and-after stories - all designed to reduce buyer hesitation. Custom website design transforms your site into a 24/7 salesperson, complete with mobile optimization, trust-building elements, and clear calls-to-action. Meanwhile, targeted advertising via Google Local Services Ads and Search Ads ensures you’re capturing leads exactly when potential clients are searching for what you offer.

But it doesn’t stop there. BrodyFilmedIt emphasizes tracking the metrics that matter, like cost per lead and conversion rates, to scale your efforts efficiently. For custom home builders, marketing investments typically range from 3% to 8% of annual revenue, with competitive digital strategies often costing $3,000–$10,000 per month.

As Adrian Garcia, Ad Strategist, puts it:

"Systems always outperform stunts".

When your marketing operates as a unified system rather than a collection of disconnected tactics, you set the stage for sustainable growth. This approach eliminates the need for last-minute efforts or reliance on luck, providing a steady path to scalable revenue growth.

FAQs

What should my marketing budget be?

When planning your marketing budget, aim for about 9.1% of your total revenue or overall budget, which reflects the 2023 average. That said, the ideal percentage can vary depending on factors like your industry, your company's growth stage, revenue, and overall business goals. Tailor your budget to fit your unique circumstances and priorities to achieve the best outcomes.

Which 1–2 channels should I start with first?

Start with content marketing and SEO to understand what your audience needs and to create messages that truly connect with them. These methods are not only budget-friendly but also help establish credibility while drawing in organic traffic. Once you’ve built a solid plan, you can expand into paid advertising for more precise targeting and trackable outcomes. Prioritizing content and SEO sets the stage for sustainable growth over time.

How long until this marketing system produces leads?

It typically takes 3 to 6 months for a marketing system to begin producing leads. Paid strategies, such as online ads, often yield results within this period. On the other hand, organic approaches like SEO might require more time - anywhere from 3 to 12 months - to show noticeable progress. The key to success lies in maintaining consistent efforts and regularly tracking performance to ensure you're on the right path.