Where to Spend Your Marketing Dollars: Buyers, Brand, and Better ROI When you’ve got a limited marketing budget and a dozen people shouting “We’re the answer!”, where do you actually put your dollars? In this episode of Success Beyond The Brush, host Mark Black sits down with Scott Lollar from Consulting4Contractors to unpack how painting contractors can make smarter, data-driven decisions about marketing spend—without getting hypnotized by shiny objects or agency hype. Scott walks through how to reverse-engineer your marketing budget from your revenue targets, average job size, and close rate, and why tracking cost per lead and cost of acquisition is non-negotiable once you start spending real money. They compare branding vs. direct-response marketing, dig into Google vs. Facebook, Angi and other lead services, billboards, TV/radio, Every Door Direct Mail, door hangers, and more—showing where each fits in your overall strategy. You’ll also hear why past customers are your most underused marketing asset, and how a simple, consistent newsletter can beat out expensive ad campaigns when it comes to profitability and long-term growth. Whether you’re a one- or two-person shop just starting to spend, or a multi-million-dollar contractor wrestling with a six-figure marketing budget, this conversation will help you think more clearly about the why behind every marketing dollar. In this episode, you’ll learn: How to back into your marketing needs using revenue targets, average job size, and close ratesThe difference between buyers (Google searchers) and shoppers/scrollers (Facebook)Why Scott’s personal guideline is ~6% max marketing spend—and when 10% can still be okayHow to calculate and track cost per lead and cost of acquisitionThe real role of branding: billboards, TV, radio, vehicle wraps, and social postsWhy ignoring your past customer list is one of the biggest marketing mistakes contractors makeHow to build a simple annual marketing calendar that keeps you out of “panic spend” modeWhat to look for (and watch out for) when hiring a marketing agencyHow newsletters, case studies, and helpful local content keep you top-of-mind and profitableIf you’re tired of just “throwing money at marketing” and hoping your calendar fills up, this episode will help you start acting like a true manager of systems—especially your marketing system. 🔗 Links from This Episode ✨ Free Discovery Call with Scott Lollar 👉 https://consulting4contractors.com/discovery-call/ 🏗️ Consulting 4 Contractors Website 👉 https://consulting4contractors.com/ ⚙️ Operations Module Demo (YouTube) 👉 https://youtu.be/0IUmPWk4GRI 📲 C4C on Instagram 👉 https://www.instagram.com/consulting4contractors/ 👥 C4C Facebook Community 👉 https://www.facebook.com/consulting4contractors/ 💼 C4C on LinkedIn 👉 https://www.linkedin.com/company/70241567 📧 Want to Be a Guest? Send us an email → info@c4c.team 🎧 Credits 🎙️ Hosts:Scott Lollar — Founder, Consulting 4 ContractorsMark Black — Owner, Men In White Painting, Mt. Vernon, IL🎵 Production:Siren Mastering — Original music, artwork, transcripts, show notes & audio engineeringhttps://www.sirenmastering.com (00:00) - The Big Mistake Young Contractors Make (00:50) - Introduction to Success Beyond the Brush (01:02) - Where Should Your Marketing Dollars Go? (02:43) - Understanding Your Marketing Needs (04:18) - The Importance of a Web Presence (06:25) - Building Your Brand (09:37) - Tracking Marketing ROI (12:13) - Maximizing Marketing Spend Efficiency (19:25) - Opinions on Common Marketing Avenues (22:51) - Introduction to C4C's Marketing Systems (23:21) - Evaluating Service Referral Agencies (24:56) - The Effectiveness of Print Advertising (26:22) - Proximity Marketing Strategies (28:07) - Television and Radio Ads: Branding vs. Direct Response (32:06) - Creating a Marketing Calendar (34:40) - Working with Marketing Agencies (38:35) - Building Trust Through Branding (44:06) - Final Thoughts on Effective Marketing