CONSTRUCTION & TRADES — by Ray Costello

The 'Vanity Metric' Trap: Why 'Likes' Don't Pay The Wages

A business owner shows me their Facebook page with 200 likes. My question is always the same: "Can you deposit those likes in the Credit Union?"

I see it every day. A business owner shows me their Facebook page with 200 likes. My question is always the same: 'Can you deposit those likes in the Credit Union?'

Engagement vs. Intent

There is a difference between 'Social Noise' and 'Commercial Intent.' We do not chase applause. We chase invoices.

The Incrementum Rule

If your marketing strategy is focused on 'Brand Awareness,' you are burning money. Switch your focus to 'Direct Response.' Give the customer a tool, a calculator, or an audit.

Return to Incrementum