Converting contractors — or any audience segment — doesn’t have to be as hard as you think — or so says today’s guest. In this jam-packed episode, our guest explains the importance of imagery, how to convert contractors to customers, how to market to multiple audiences and more.

Luke Hansen is the Founder & CEO of CompanyCam, an app that helps contractors build trust with their crews and customers through photo documentation. He talks to Beth about how he has converted contractors — a notoriously difficult audience to convince — to a new technology. As a bonus, he also provides several other critical pieces of marketing advice.