Building Contractor Audit and Strategy

Brand: Jane Doe Contracting


Jane Doe Contracting (JDC) – Company name redacted, this is a pseudonym.


The strategy outlined below takes a systems approach to your online brand.  There is a lot that needs to be done across various platforms in order to get them to start communicating in unison.  Our first step is to address the website itself with the creation of the protocols that allow us to track and monitor users.  Once this is done we need to create and modify information within the website itself to account for search engine optimization.  This is so that Google and other search engines recognize all the information the way you want them to.  These bits are outlined in the Analytics and SEO Set-up portion of the strategy outline.  At this point our website foundation has been poured.  We’re ready to connect the rest of our strategy. For social media this means creating content that pulls users to the website as well as nudges them to interact with our content.  As we discussed, every time this happens we retain that user information in our Facebook audiences.  This is the modern equivalent of a phone or email list.  We can use this list on every campaign we run while tweaking and customizing it along the way.  This is a long-term strategy that improves as it gains more users and insight.  Coupled with an AdWords strategy and tracking cookie, we convert Google search users to Facebook marketing targets.  This strategy creates a cascading effect that increases ROAS as we go.  Our goal is to create a full loop that keeps our target clients in the active marketing stream.

Website Re-design

We’re looking at 5 pages with a contact form and product gallery.  The designer we usually work with starts at $redacted, so if that’s not an option, there are other routes we can take to get this done a bit more budget-friendly.  If you’re shooting for the absolute highest quality site and experience, I can set up a meeting to discuss.  I feel we can still get all the marketing done that we need to without a full website redesign, but it’s something that should eventually be addressed.

Analytics and Digital Branding Set-up

At the very least, we need to install all the appropriate code/scripts to begin tracking, followed with active monitoring and modification as we move forward.  The SEO and analytics strategy below is fairly comprehensive and can be modified depending on budget allocation.  This is the recommended deployment, modifications could have adverse effects on the overall strategy.  The website currently doesn’t have any of this active, so we’re essentially starting with a blank slate.  Which is good in many cases.  We spoke about creating content, so we would lean heavily on the stories and posts you publish.  We will use these stories to focus specific keywords that benefit our SEO strategy.  These posts will be shared across social media, and used in our active marketing campaigns.  Relevant content will benefit us the most.

Social Direction & Strategy

Your social media is currently non-existent.  We need daily content.  You have a lot going on, a lot of building, and a lot of content opportunities.  These moments need to be seized and utilized more efficiently.  You’re already busting your ass renovating, you should get more return on your time by sharing the moment with others.  You mentioned that you could cover all this, so with some guidance on my part, we can create a constant stream of content to be published.  This pretty much means I will watch all the social media accounts to track the efficacy of the content you are posting so we can take the appropriate course of action.  I need to create and go through the reports as well as overlay the strategies we are running.  Once this is complete, a direction needs to be discussed and implemented.  In our meeting, we discussed that creating stories and informational videos would be the best course of action.  So long as we stick to this, I feel we can make a huge impact with our content.

Meeting Itinerary – Monthly Social Analytics & Strategy

  • Instagram & Facebook
    • Content critique, suggestions
    • Discussing where and how the content is going to be posted
    • Going over social media monitoring and metrics
    • Overall social media direction

Active Marketing Strategy

In our meeting you mentioned that our goals would be to have active marketing campaigns for:

  • Renovations, Contracting, Window & Door Replacements – Local ( Windsor/Essex )
    • Direct to phone & e-mail
  • Call out for hiring employees

We discussed rather than creating typical ads, we would use our stories, and videos as the creative for our ads.  You doing work, and being in and around the city.  We want people to learn about the brand and its connection to other people and communities.  We want to show how connected you are to this community.  Coupled with the information videos that showcase the delicate intricacies of what you do, we have all the hard-hitting content we need.  All we’re doing is documenting the process and connecting with our followers.  I know this sounds silly, but it’s 2020, and this is what people do now.  Coupled with an active tracking and re-targeting campaign, your potential clients can be accessed at any time with future campaigns.  When they are ready to buy, that trust barrier has already been lowered.  With an added layer of Google Adwords, we capture them on multiple levels and keep them in our marketing funnel until one of our ads resonates with them.  Our goal is to keep everyone tagged and targeted as we release media.  We discussed location-based targeting as well, so that will be taken into consideration.  It is important to note that the quality of your ad content is very important.  The pricing listed below does not include creating the ad creative itself.  That is quoted on a per-job, basis depending on the content needed.  The pricing below also does not include Ad Spend, the money going directly to Facebook to cover the ad cost.  The price below is to have us manage the campaign, where we would hire someone to create the content, and allocate the necessary budget while creating and maintaining audiences.  That being said, you mentioned you can create all the media in-house, so we don’t need to intervene here.

Linkedin Active Marketing

We work with a consultant that works our LinkedIn campaign who approaches businesses that may be looking for our services.  He has proven to be very effective and I would recommend that you either take on this roll in-house (I can train you), or hire someone to actively approach new clients.  You would work directly with whoever is put in charge of this strategy to help focus direction on the ideal client.  This service starts at $2000 monthly and can be customized to meet your specific requirements.  We do not mark up or bill for this service, you would work directly with your consultant.