Many construction companies fail in their marketing efforts because of a wrong understanding of what marketing is all about. Marketing is not about slick websites, sweet logos, and cool videos. Marketing is about attracting and keeping customers, and it is the job of everyone in your organization.

In this week's podcast episode, I talk with my guest, Wayne Mullins, founder and CEO of Ugly Mug Marketing. Wayne gives a clear and simple definition of what marketing is. We also talk about the right kind of marketing message and how to properly allocate a budget for your organization's marketing efforts. Wayne also emphasizes on who is mainly responsible for marketing in the organization and the difference between good and bad marketing.

Tune in to this episode today!

Discussion Points:

0:00 Introduction 1:56 What is marketing?2:28 Attracting a customer 3:11 Biggest challenges in messaging 5:00 How do you know your target audience?6:13 Marketing advice for clients who are in multiple markets8:07 What to emphasize in the marketing message9:42 How marketing relates to keeping customers 10:52 Budget allocation to attracting and keeping customers12:29 Key messages for keeping customers 14:02 Segmenting efforts for attracting and keeping customers15:43 Who is responsible for marketing in the organization16:38 Bad marketing vs. Good marketing 18:08 Tools for tracking ROI on the dollars spent on marketing19:04 Checking in on how effective marketing is 20:02 Action steps to effectively market 23:03 Where to find Wayne 24:17 Wayne's recommended restaurant 24:55 Book recommendation on marketing

About the Guest:

Wayne Mullins, Founder & CEO of Ugly Mug Marketing has scaled multiple companies & helped hundreds of entrepreneurs do the same with their companies for the past 20 years. He's worked with and inspired clients from 100 industries and has directly influenced 100K entrepreneurs. Through his books and training programs, Wayne influences 250K entrepreneurs annually. Ugly Mug Marketing has won the praises of some of the leading influencers in the business world, such as, Chris Voss (New York Times Best Selling Author of Never Split the Difference), Neil Patel (Founder of QuickSprout & Kissmetrics), and Ari Weinzweig (Co-Founder of Zingerman's).

Much of Wayne's success comes from thinking differently and outside the box. He's learned a lot along the way and is honored to have the opportunity to share those experiences with others in hopes that it will help and encourage them in their journey.

Resources:

• Construction Niche Analysis (http://www.constructiongenius.com/niche)
• Do Your Project Executives Need to Become Better Leaders? Book a 10-minute call with Eric Anderton (https://10minutes.youcanbook.me/)

Books mentioned in this episode:

• Influence: The Psychology of Persuasion (https://amzn.to/2NIJR4q)
• Building a StoryBrand: Clarify Your Message So Customers Will Listen (https://amzn.to/3dqM7Zb)

Recommended Restaurant:

• Pamela's Bayou in a Bowl (https://pamelasbayouinabowl.business.site/)

Connect with me on LinkedIn. For more podcast episodes, you may also visit my website. Tune in and subscribe to the Construction Genius: A Leadership Master-Class Podcast on Apple Podcasts, Spotify, and Stitcher.

Thank you for tuning in!