S13 E7: Smells Like Money Podcast: How Much is All This Marketing Going to Cost?

In this episode of Smells Like Money, Suzan Chin-Taylor sits down with Jeff Jones, Director of Sales and Marketing at The Violand, to discuss a critical topic for skilled trade businesses—budgeting for marketing. Jeff shares insights from his extensive experience in coaching and advising skilled trades businesses in HVAC, plumbing, and septic services. He breaks down the importance of strategic marketing investment, setting realistic budgets, and identifying key performance indicators (KPIs) to ensure successful business growth.

Host: Suzan Chin-Taylor | Guest: Jeff Jones

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Key Discussion Points:

Understanding the Business Growth Formula – Why setting arbitrary growth goals (e.g., 20% growth) isn’t effective without data-driven planning.
Budgeting for Marketing – The importance of setting aside 10% of revenue for marketing in growth mode and adjusting to 2-5% for established businesses.
KPIs & Marketing Spend Alignment – How key performance indicators help track success and refine marketing strategies.
Effective Marketing Trends in Skilled Trades – The shift from traditional Google Ads to organic video marketing on platforms like YouTube.
The Power of Authentic Video Marketing – Why creating real, relatable, and engaging video content resonates more than high-production paid ads.
SEO & Google Advertising Considerations – Avoiding common pitfalls in paid search marketing and ensuring ad dollars are well spent.
People Buy from People – How to build trust and create meaningful connections in a digital-first sales environment.

Key Takeaways:

Business growth must be intentional, backed by a clear strategy, and not just a random percentage goal.
Marketing spend should be optimized by testing and adapting strategies instead of blindly following trends.
The most effective advertising right now is organic, people-driven video content rather than traditional PPC campaigns.
SEO is still important, but businesses need to ensure their keywords and ad targeting truly align with their market.
The virtual sales environment is here to stay—embracing digital trust-building is crucial for success.

Next Episode Preview:

Stay tuned for the next part of our series with The Violand team, where we’ll dive into hiring effectively for sales roles in skilled trade businesses. Jeff shares practical strategies for recruiting and retaining top sales talent to drive business growth.

Conclusion:

Effective marketing is more than just spending money—it’s about making strategic choices that align with your business goals. By investing wisely, focusing on high-impact channels like video content, and refining your messaging, skilled trade businesses can maximize their growth potential. Remember, adaptability is key—if a strategy isn’t working, pivot and refine until you find the right approach that resonates with your audience.

Contact Information:

Jeff Jones, Director of Sales and Marketing, The Oland

Websites: violand.com

Final Thoughts:

Marketing in the skilled trades industry is evolving rapidly, and businesses that embrace digital transformation and authentic engagement will have a competitive edge. The key is to stay informed, test new strategies, and be willing to adjust based on performance data. By focusing on building genuine connections with customers and making informed investment decisions, trade businesses can drive sustainable growth and long-term success.

💡 Until next time—keep innovating, stay strategic, and keep it flowing! 🚀

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I hope you find this episode as informative and as exciting as we have.

Please let us know your thoughts about the episode!

Connect with Suzan Chin-Taylor, host of The DooDoo Diva’s Smells Like Money Podcast:

Website: www.creativeraven.com | https://thetuitgroup.com/

LinkedIn: https://www.linkedin.com/in/creativeraven/

Email: raven@creativeraven.com

Telephone: +1 760-217-8010

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