Ep. 61 - Digging Digital Trenches

Think your marketing problem needs more ad spend? Luke Eggebraaten argues it needs a better foundation. We dig into the exact steps excavation and utility contractors can take to get found, get picked, and get paid, without wasting cash on “magic” lead promises. Luke shares how he went from broad small-business marketing to serving the dirt world exclusively, why that focus matters, and how his team helps crews build a digital presence that matches the quality of their work in the ground.We walk through the essentials: claim and optimize your Google Business Profile, build clear service pages that answer real questions, and make reviews a habit after every job. Then tie it together with short, authentic posts across Facebook, LinkedIn, Instagram, and, don’t skip this, your Google Business updates. You’ll learn how Google evaluates authority, relevancy, and user experience in an AI-first world, and why strong content beats keyword tricks every time. Luke also tackles the biggest money pit he sees: paid ads without an operational or digital base. His rule of thumb is simple: build the fire, then add fuel.This conversation goes beyond lead flow. We show how the same funnel that wins jobs also attracts better people: awareness of your culture, consideration on a clean careers page, conversion with a quick application. When you keep marketing during busy seasons, you flatten peaks and valleys and gain leverage to choose better clients and projects. Along the way, we swap practical tactics for consistent posting, talk through partner red flags, and share mindset tools, priorities, gratitude, and patience that keep owners from burning out.If you’re ready to replace guesswork with a grounded plan, hit play and take notes. Then subscribe, leave a review, and share this with a contractor who needs a real marketing reset.ThumbtackStop spending all your time searching for weak leads. Book your personalized strategy session today!Blue Collar Performance MarketingClick the link above for a free marketing audit with insights to boost your blue collar business!Disclaimer: This post contains affiliate links. If you make a purchase, I may receive a commission at no extra cost to you.Support the showTune in to the Blue Collar Business Podcast with Sy Kirby for the rawest, most relevant stories behind building a successful business in the trades. New episodes drop every Wednesday at 5 am CST—put your boots on and get ready to level up.Follow and stay connected:Website: bluecollarbusinesspodcast.comYouTube: youtube.com/@BlueCollarBusinessPodcastInstagram: @bluecollarbusinesspodcastTikTok: @bluecollarbusinesspodFacebook: Blue Collar Business PodcastLinkedIn: Blue Collar Business PodcastNever miss an update—follow, subscribe, and join the conversation!