True Client Stories: The $5000 Screw Job

An episode of the The HVAC Marketing Plan podcast, hosted by Nolen Walker, titled "True Client Stories: The $5000 Screw Job" was published on December 16, 2019 and runs 28 minutes.

December 16, 2019 ·28m · The HVAC Marketing Plan

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Summary

Does it feel like your digital marketing company is trying to get away with something shady? Perhaps your marketing expenses seem to steadily climb without generating consistent leads. Hundreds, if not thousands of heating and cooling professionals are going through the exact same story. The only question is: How will your story end? In today’s HVAC Webmasters podcast, Jason and Nolen share some red flags that could shed some light on your marketing company’s sketchy practices. If you spot any of these tactics, it might be time to start shopping for a new marketing agency. Look for these following signs… SEO for HVAC Pros: Red Flags * Blackbox pricing covering up where your ad money goes* Sudden bumps in results immediately after you call to complain* No visible evidence that your website has changed* 3rd party expense reporting not directly from Google 3 Signs You’re Getting Cheated Marketing money is an amazing thing. On one hand, you can invest it into the perfectly tuned advertising campaign and earn a double return on your money! On the other hand, you can trust it to an enthusiastic management team, only to see it slowly disappear with little reward. Sadly, the latter story is one we hear all the time from HVAC professionals around the country. Unless you have the time, energy, and experience needed to execute your own marketing plan however, you’ll probably have to find a dependable company to handle it for you. You may have already chosen a team, and find yourself wondering if they really have your interests at heart. The easiest way to spot a shady firm is to look for these three red flags: * Blackbox pricing structure* Inconsistent payoffs* Lack of visible change in your website Does Your Reporting Come Directly From Google, or a Source Recommended By Your Marketer? Red Flag #1: Blackbox Pricing Money is the ultimate test of character. You can tell a lot about a company by how willing they are to share their spending habits! In the same way, you can quickly get a feel for a marketing firm through their pricing structure. If we could have our way, every digital marketing firm would have to bill month to month. That’s because monthly billing gives HVAC contractors the ability to examine results and judge whether their investment is paying off. It’s a challenging code to operate by (for a marketing business), but it motivates us to continually produce results! Annual Bundle Deals On the other side lies annual contracts. Annual billing (or even longer term contracts) takes away that flexibility from the client contractor and gives it to the marketing professional. Blackbox pricing further complicates the picture by preventing heating and cooling professions from seeing how their money is spent. Say you purchase an annual service package with website design, SEO, GMB, and PPC. The company quickly puts up a basic website, PPC campaigns start up, and results start coming in. Can you actually tell how much of your package budget was spent on each segment? That brings us to our next concern: reporting. 3rd Party Reporting When you invest money in Google Ads, your reporting should only come from one source. Can you guess where? Google Ads. Handing the crucial task of reporting over to anyone besides Google, you’re asking for trouble. Time and time again,