Construction Marketing

How Can a Marketing Agency Be R.O.I. Focused?

I’m convinced of the relevance of the Pareto principle (or the 80/20 rule), which when applied to marketing would mean that 80% of the results come from 20% of your marketing activities.…

Estimated Read Time:  4 minutes


I’m convinced of the relevance of the Pareto principle (or the 80/20 rule), which when applied to marketing would mean that 80% of the results come from 20% of your marketing activities. But which ones? My goal is to share with you the activities I think rest squarely in the 20% and are the most effective things you can do.

I have tried at least 100 methods to bootstrap the marketing for a small digital marketing firm (25 people) as the digital marketing director, while also creating the most effective solutions for our clients too. I’ve since gone out on my own and just started the process of hiring people to help with the workload. I am getting deluged with work as the result of my very intense digital marketing efforts for my personal brand.

I’ve done everything from User Testing, A/B Testing, and social media ‘growth-hacking’ to everything Search Engine Optimization including guest post outreach with all kinds of crazy methods to procure links and build content. I’ve built a system to collect and sift through 100 entries in a scholarship contest that provided 50,000 words of crowd-sourced content and drove traffic via social sharing and ratings included in the contest process.

What does it mean to be R.O.I. focused?

I helped my previous company go from 1 to 2 million a year. As a single business owner I far exceeded the average of an entrepreneur’s first year. These results are due to the fact that I’ve helped a significant number of people increase the revenue of their company through effective marketing campaigns. We are incredibly R.O.I. focused for our clients. The money is just a symptom of helping other people make money.

If you are in a company with more than a couple people, I understand how you might be skeptical of my approach. Let me explain in-depth my philosophy before you write me off. If you feel like beating the average is out of reach for you – let me assure you it’s absolutely within reach if you do your marketing well, even if you’re a one-person operation. Do you have to be obsessive about being useful to other people? Yes. Do you have to take your personal brand to the next level? Yes. Is it worth it? Yes.

The practical philosophy that shapes my approach

I believe that my job is to help people. Help people make money and get more clients. My philosophy is that the more people I help, the more money I will get.

I believe you can help more people, and by telling your company’s story well, it will earn the trust of potential customers, which allows you to charge more and be more dominant in your space.

I want you to win – but not just by a point or two. I want you to dominate so hard that the other team takes their ball and goes home because it’s not fun anymore.

I want them to shake their head at you and sadly walk off the field.

I want you to feel that you were friendly, you were smiling, and you played fair, but your competitive advantage was so significant because of your approach to distribution. Getting the distribution of your product out there is inexorably linked to marketing.

My philosophy is that we must do amazing marketing so we can help more people, and one of the biggest parts of that is focusing on the ‘Return on Investment’ for your marketing dollars. If you choose to go the route of putting in ‘sweat equity’ into your company – we want our blog to be the ultimate resource. If you want to choose an aggressive, pragmatic partner to handle the things in marketing you’re not a true expert at – we’re that partner. 

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