In this episode, Michael and Chris break down four crucial factors of running a successful residential or commercial painting business, specifically aimed at building trust between customers, workers, and vendors.

In this episode, we cover:

The importance of setting expectations and getting details in writing when hiring. How and why to define roles within an organization. What traits make for the best hires? The interplay between attitude and aptitude in determining one’s role. The importance of only working with vendors with a firm accountability structure (i.e. written contract or set of deliverables). Avoiding qualitative language with vendors and others. What does it mean for a commercial, industrial, or residential painting business to simultaneously “be steel” and “be cotton?” How to set a good example for employees and build trust with vendors and customers.

For more information on the tools and resources mentioned in this episode, please visit: SearchPrimer: https://www.searchprimer.com/

In this episode, Chris and Michael discuss the importance of implementing systems for answering phone calls and other inbound messages in a quick and effective manner to win more business.

In this episode, we cover:

Why failing to answer the phone is detrimental to business. Common reasons businesses don’t always pick up the phone (busy, not enough resources, anxiety, etc.) How to manage newer forms of inbound contact (Facebook messenger for business, SMS, Instagram, etc.) to gain online sales leads. How to disrupt the consumer’s “scanning mode” to generate new leads. The utility of trackable phone numbers. Why call center services are still useful, and who should consider using them. The advantages of using a call recorder system or service. The importance of identifying credentials on the front end.

For more information on the tools and resources mentioned in this episode, please visit: SearchPrimer: https://www.searchprimer.com/

In this episode, Michael and Chris expand upon E-A-T (expertise, authority, and trustworthiness) covered in the previous episode, focusing on the specific actions a company can take to increase these metrics, such as publishing content on a regular basis, understanding backlinks, and maintaining a strong social media presence.

In this episode, we cover: How often should a company publish content? The importance of relying on good writers for text-based content (blogs, service pages, etc.). The pros and cons of “clickbait” vs. content that converts customers. What are the benefits of backlinks? How should a residential or commercial painting business approach links and backlink management? The inherent value in social media sharing and mentions. The ongoing importance of email marketing as a channel for direct communication.

For more information on the tools and resources mentioned in this episode, please visit: SearchPrimer: https://www.searchprimer.com/

In this episode, Chris and Michael break down the acronym “E-A-T” (expertise, authority, and trustworthiness), digging deeper into what these three terms mean and how companies can leverage each one to increase customer trust and loyalty and improve their overall SEO.

In this episode, we cover:

What do expertise, authority, and trustworthiness mean in terms of Google’s ranking algorithms and SEO?

How can brands achieve stronger web authority and customer trust? What types of content contribute toward achieving E-A-T? The importance of understanding customers’ “pain points” or specific needs in building customer trust and loyalty and exhibiting expertise/authority. The importance of conducting keyword research and/or teaming up with a local SEO expert to help. The importance of creating a wide variety of content, both broad and specialized. Why do in-house pictures (as opposed to stock photos) make a difference? The power of testimonials and online reviews, both onsite and offsite.

For more information on the tools and resources mentioned in this episode, please visit: SearchPrimer: https://www.searchprimer.com/

In this episode, Michael and Chris discuss what makes for great branding alongside Brad Henderson, a brand marketing expert at Bighowdy.com who has worked with the likes of Nike, Jack Daniels, Sherwin-Williams, and more.

In this episode, we cover:

What makes for a great brand? (being “memorable” and “likeable”) What priorities should a business have for their brand and brand strategy? (less is often more) How can you set your brand apart from others in your market? (pricing, reliability, timely, family-owned, etc.) How can you clearly communicate your value proposition through your brand identity? The importance of context in creating a brand name and logo. Rebranding (when or how often should a brand be updated?)

For more information on the tools and resources mentioned in this episode, please visit: SearchPrimer: https://www.searchprimer.com/

In this episode, Michael and Chris discuss the importance of personalization in digital marketing and branding. Grow Your Painting Business is a free podcast from SearchPrimer.com.

What is personalization? Why is it important? (96% of marketers believe personalization advances customer relationships) Why does personalized marketing set a company apart? ("Dear Customer" vs "Dear Steve", getting the same generic emails over and over vs. getting an email about a page you just read, etc.) How do you it? How do you go beyond first names? What is customer segmentation? (i.e. different approaches for reaching out to an industrial painting business audience vs. a residential painting business audience, etc.) What are some software/tools that can help you personalize your brand and marketing strategy? How much does it cost? Can you do it yourself?

For more information on the tools and resources mentioned in this episode, please visit: SearchPrimer: https://www.searchprimer.com/

In this episode, Michael and Chris talk about Video SEO. What is it, and how do you optimize your YouTube videos to be discovered by new customers? Grow Your Painting Business is a free podcast from SearchPrimer.com.

In this episode, we cover: What is video SEO? Why is video key to marketing your business? What are some pitfalls to video SEO and how do you avoid them? How do you brand your YouTube channel? How do you craft your video content to your message? What can you do to optimize every YouTube video? What's the best way to promote video content? For more information on the tools and resources mentioned in this episode, please visit: SearchPrimer: https://www.searchprimer.com/

In this episode, Michael and Chris talk about how your website helps you market your painting or trade business. Learn the must-have elements for an effective website to keep people engaged and turn clicks into customers. Grow Your Painting Business is a free podcast from SearchPrimer.com.

In this episode, we cover: Why does your website need to be fast for mobile users? How can you better focus your lead capture forms? Are your visuals strong enough to sell your work? Can a smartphone user use your site easily? What should go where on your homepage? Is your website content something customers value? For more information on the tools and resources mentioned in this episode, please visit: SearchPrimer: https://www.searchprimer.com Google Page Speed Insights: https://developers.google.com/speed/pagespeed/insights/

In this episode, Michael and Chris talk with Bob Alesio talk about video advertising. Learn about pay-per-view (PPV) ads, and how to configure your campaign to get the best results for your painting or trade business. Grow Your Painting Business is a free podcast from SearchPrimer.com.

In this episode, we cover: What is pay-per-view (PPV) advertising? Why is PPV a good investment for customer engagement? How does remarketing work with video ads? How can you configure a video ad campaign for success? How does video work with the rest of your advertising strategy? Can you do video advertising on a budget? How does video help you get the right customers? For more information on the tools and resources mentioned in this episode, please visit: SearchPrimer: https://www.searchprimer.com Industrial Clicks: https://www.industrialclicks.com How to Create Video Ads on YouTube— Google Ads https://ads.google.com/intl/en_us/home/campaigns/video-ads/

In this episode, Michael and Chris talk with Bob Alesio talk about paid search advertising, and how to use pay-per-click to build your painting business. Learn what makes it cost effective, and how PPC campaigns work. Grow Your Painting Business is a free podcast from SearchPrimer.com.

In this episode, we cover: What's the difference between paid search and organic traffic? What are the main Pay-Per-Click (PPC) format? How does Pay-Per-Click (PPC) work? How does it show up on Google results? How do agency experts build a PPC campaign? Can you do PPC on your own? How much should you budget for PPC? How do Google and PPC agencies ensure PPC is fair and cost-effective?

For more information on the tools and resources mentioned in this episode, please visit:

SearchPrimer: https://www.searchprimer.com/

Industrial Clicks: https://www.industrialclicks.com/

Google Ads: https://www.ads.google.com/

A David Creation: https://www.adavidcreation.com