When a Retargeting Sequence Is Worth Building
Sequential retargeting is sound in principle and out of reach for most contractors, every stage needs enough people to deliver. One sequence reliably pays.
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Which Promotions Are Worth Running
A promotion raises click-through rate almost regardless of what it offers. Whether it makes money depends on which service it is attached to, and emergency work is the wrong one.
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How Long Before Social Media Works?
Roughly six months before you notice anything, which is indistinguishable from failure while you are in it. What to check at three months, and when quitting is the right call.
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Do Polls and Interactive Posts Actually Help?
Engagement for its own sake does nothing for a contractor. But polls have one genuine use that has nothing to do with engagement; they are the cheapest customer research available.
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Rebranding Without Losing Your Search Rankings
A rebrand moves URLs, and moved URLs lose rankings unless redirects are complete. The sequence that protects organic traffic through a name or domain change.
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Send When Someone Can Answer the Reply
For a contractor the right send time is a time somebody can answer what comes back. And for text messages, part of the timing question is settled by law before you touch it.
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The Swap Test for a Local Page
The test for a town page: swap the place name for a different town. If it still makes sense, it was never about that town.
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Accessibility Is a Business Case for Contractors
Accessibility is sold to small businesses as compliance. For a trade it is commercial: your customers skew older, and older homeowners are who small text and poor contrast lock out.
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Deciding When to Scale or Stop a Campaign
Most campaigns are killed too early, on too little data, in the wrong month. How long to wait before judging, how fast to scale, and what to check before concluding the campaign is the problem.
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Is Your Retargeting Actually Adding Anything?
Retargeting almost always reports excellent numbers, and is the channel most likely to be taking credit for conversions that would have happened anyway.
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