Adam Sand breaks down five ways roofing companies can cut marketing costs or get more from ad spend: better content quality, experienced ad managers, tighter targeting, optimizing existing creative instead of making new stuff, and retargeting across Facebook, TikTok, Snapchat, and Google Display.
What are the levers that we can pull in marketing to make our costs go down or our effectiveness go up? If we want our effectiveness per dollar of ads being paid for that are being put out on social media, if we want that effectiveness to go up, then that quality of our content and media has to go up. But then there's also the experience of the management. Who is managing the ads? How much experience do they have? Then there's also targeting. You could narrow your targeting and reach more buyer density of a particular prospect, but then potentially potentially lower the volume. Then there's optimization of current content versus creation of new content. Sometimes you don't need to create something new. You can optimize existing stuff versus creating new. These are levers that you can pull. And then there's omnipresence, just being in more places. If you are retargeting people who visit your website on Facebook and that works well, then maybe you should also be retargeting people on TikTok, Snapchat, and Google Display.
