Mike Arnold is the President of Creekside Outdoor Living, based in Crown Point, Indiana. They focus on being outdoor living design and build experts and they   strive to show this through everything they do by emphasizing the details. For example, the clients’ homes in the 3D renders have gutters, on the project every miter cut has to be perfectly symmetrical, the joint sand needs to be just below the paver’s chamfer… They focus on the details because, to them, the details matter. This focus shows itself in their content marketing strategy, too. While lots of contractors have found success showing backyard transformations, or showcasing the design process, Mike has figured out a way to make his love of details be the message that helps define his company’s brand online. The result? More leads of higher quality and prospects that value what Mike’s team loves doing most. You don’t need fancy metrics or KPIs to see that impact. 

In this episode, we cover that and a few other topics including: 

There’s a moment in the show where Mike talked about how he was beginning to dread his sales process because it was all about hunting down his prospects and constantly following up and how now, because of an effective content strategy, he has more leads of better quality and doesn’t need to waste time following up with the wrong customers. He has shifted where he invested his time to drive better results for his company, without investing more time. 

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