Good, Better, Best: Building a Better Marketing System

It can feel like there is never enough time in a day to accomplish your goals, grow your business, and build your team. Sometimes you need a list of actionable steps to help you move forward. Dan Truehl, of LIFT Consulting, shares a roadmap he encourages businesses to consider for their longterm marketing goals. The toolkit is divided into Good, Better and Best, and breaks down the basic steps needed to reach your goals (you can download it here, or read below).

GOOD: Basic Foundation
Aim: Establish credibility and be found when people search

1. Define Your Brand

• Clarify your unique value proposition (what sets you apart—e.g., safety record, speed, craftsmanship)
• Lock down your messaging pillars (e.g., reliability, integrity, attention to detail)

2. Establish Core Marketing Assets

• Professional website with:
  • About Us, Services, Projects (Gallery), Contact page
  • Mobile-friendly, fast, secure (SSL)
  • Logo and brand colors/fonts
  • Company overview PDF or one-pager

3. Get Found Online

• Google Business Profile (set up and verify)
• List on key directories: Yelp, Houzz, Angi, local chamber directories
• Basic SEO: Use location + service keywords on website pages

4. Collect & Showcase Proof

• Ask happy clients for testimonials (written or video)
• Before & after photos of projects
• Start a simple portfolio/case study section on your website

5. Create a Social Media Presence

• Set up Facebook, Instagram, and LinkedIn
• Post project photos, team shoutouts, company updates weekly

BETTER: Growth & Engagement
Aim: Attract more qualified leads and build trust over time

1. Deepen SEO & Website Content

• Start a blog or project spotlight series (1–2x/month)
• Add location pages and service-specific landing pages
• Build internal links between content

2. Email Marketing

• Create a monthly or quarterly newsletter
• Capture emails via a website form (e.g., “Get a quote,” “Download our project checklist”)

3. Video Marketing

• Film short project walkthroughs or client testimonials
• Time-lapse videos of in-progress jobs
• Share videos on website, YouTube, and social media

4. Google Ads or Local Paid Ads

• Run PPC ads targeting “home builder Madison WI” or “commercial remodel Milwaukee”
• Set a monthly test budget ($500–$1,500)

5. Improve Branding Collateral

• Branded proposal templates, business cards, and signage
• Field team in branded gear (hats, shirts, trucks)

6. Referral Program

• Encourage past clients and partners to refer work
• Offer a simple incentive ($100 gift card, discount, donation in their name)

BEST: Scalable, Data-Driven Marketing Engine
Aim: Become the go-to in your market with a system that runs itself

1. Strategic Marketing Plan

• Set quarterly goals, KPIs, and budget (e.g., leads per month, cost per lead)
• Build a simple campaign calendar by season or segment (e.g., spring exteriors push)

2. CRM & Lead Tracking

• Use a CRM (e.g., HubSpot, BuilderTrend, Salesforce) to track prospects and automate follow-ups
• Score leads and tag by type

3. Advanced Content Strategy

• Publish thought leadership: “What to Know Before Hiring a GC,” “2025 Trends in Multifamily Construction”
• Create downloadable resources (project planning guides, checklists)
• Leverage case studies with project scope, challenges, budget, timeline, and outcome

4. Advanced Digital Advertising

• Retargeting ads (e.g., show ads to people who visited your site)
• Geo-targeted display ads or sponsored posts on LinkedIn
• SEO tools and audits to improve rankings systematically

5. Data & Optimization

• Track all marketing efforts in a dashboard (Google Analytics, CRM reports)
• Review and optimize campaigns monthly
• A/B test headlines, CTAs, landing pages

6. Partnerships & PR

• Build relationships with architects, engineers, and designers
• Pitch completed projects to local or trade media
• Sponsor or speak at industry events