Hire the Top Rated Fractional CMO for Contractors

Ross Kernez is a digital marketer, community builder, mentor, and author. He is the founder of NYC-based SEO Meetup, a group of 2900 marketing professionals who meet monthly to network and discuss the latest trends and happenings in the industry.

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Published: 07.11.2024

As a Fractional CMO for Contractors, I leverage over 15 years of proven experience in driving significant business growth through strategic and innovative marketing solutions. My approach is designed to provide small businesses, start-ups, mid-sized and enterprise companies with the leadership and expertise they need, without the long-term commitment or high cost of a full-time executive. I have worked in the digital marketing field as an independent marketing consultant working with enterprise companies and startups—advising on Earned media (SEO, ASO, Content Marketing, Digital PR, Email Marketing, Influencer Marketing, Affiliate Marketing), Paid media (Paid Search, Paid Social, Programmatic, Media Strategy),Creative (Branding & Web design), CRO & UX.

By working with me, you gain access to top-tier marketing leadership and the ability to implement advanced marketing strategies that are tailored to your unique business goals. My expertise covers a wide range of industries, enabling me to bring a fresh, adaptable perspective to each client. From omni channel marketing and brand development to demand generation and go-to-market strategies, I ensure that your business stays ahead of the curve, benefiting from the latest marketing trends and insights. Whether you're looking to enter new markets, boost lead generation, or enhance your overall brand presence, I can help craft and execute a strategic marketing plan that aligns with your business objectives.

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Hire the Top Rated Fractional CMO for Contractors

"If you can work with Ross, make it happen — you won't regret it!"

— Jennifer Anderson

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Unlock your brand's full potential with a top-rated Fractional CMO for Contractors

In today’s fast-paced and competitive market, businesses need expert marketing leadership to stand out and drive growth. But hiring a full-time CMO can be costly and often unnecessary. That’s where a top-rated Fractional CMO comes in—offering the strategic expertise of a chief marketing officer without the overhead of a full-time hire.

As a Fractional CMO, I deliver customized marketing strategies tailored to your business needs. From optimizing your brand positioning to scaling digital marketing efforts, I provide the insights, leadership, and execution needed to achieve measurable results. Whether you're a startup looking to scale or an established company seeking to refine your strategy, I help unlock the true potential of your brand.

With proven success across diverse industries, I bring a fresh perspective and actionable solutions to every challenge. Partner with me, and together we’ll accelerate your business growth while staying agile and cost-effective. Ready to take your marketing to the next level? Let's connect!

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What can I bring to your company when you hire me as Fractional CMO for Contractors?

I find myself in a privileged position through hosting my marketing meetups, where I have access to a wealth of data alongside my fellow members. These gatherings serve as a fertile ground for the exchange of insights and information stemming from diverse industries. My team and I take it upon ourselves to meticulously gather and arrange this data, ensuring that every participant can reap the benefits from a broad pool of knowledge. As we all know, unstructured data holds little to no value, much like unmined gold lying dormant underground, waiting to be discovered and valued..

We delve into this data reservoir, sifting through to find and present the most valuable pieces of information — the golden nuggets that can offer substantial learning experiences to our attendees.

Would you be interested in granting your attendees access to this repository of golden opportunities?

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Experienced Fractional CMO for Contractors

I have worked in numerous large enterprises within the marketing & SEO departments. Taking these businesses up the search engine result pages (SERPS), these roles formed the bases of my experience.

I have also been fortunate enough to advise & consult numerous smaller and medium businesses across a wide array of verticals and this also greatly enhanced my knowledge about the market and of course how to implement a ‘search’ strategy to garner visibility and generate revenue.

Who is Ross Kernez?

With over 15+ years of experience, I specialize in building marketing systems that consistently attract and retain customers. My approach is rooted in meticulous processes, ensuring that every aspect of my work is efficient, scalable, and impactful. From complex tasks like SEO to comprehensive strategies, I design systems that minimize friction and cost while maximizing results.

Ross is deeply involved in the marketing and tech community, mentoring startups at organizations like Techstars and Starta. He is known for his expertise in search engine optimization, digital marketing, and leveraging data analytics for marketing success.

Here’s some feedback from someone who has worked with Ross

We brought on a fractional CMO for our contracting business, and the results have been fantastic. They helped us overhaul our entire marketing strategy, starting with our website, which now looks more professional and showcases our projects in a way that attracts new clients. They also focused heavily on improving our SEO, so we’re now getting more inquiries from homeowners searching for contractors in our area. Their expertise in digital marketing was a game changer, especially with targeted ads that have increased our leads significantly. The best part is that even though they’re fractional, it feels like they’re part of our team, consistently driving growth and making sure we’re always heading in the right direction.

— Charles E.

Hiring a fractional CMO for our construction company has been a great decision. We had no real marketing plan before, and our business was relying mainly on word-of-mouth. They came in, evaluated our current efforts, and developed a strategy that helped us expand our client base. Their focus on building our online presence was invaluable—our website is now optimized for lead generation, and they set us up with a social media strategy that’s actually bringing in inquiries. We’ve also partnered with more local businesses thanks to their guidance, and it’s opened up new opportunities. The flexibility of having a CMO on a part-time basis works perfectly for us, and their contributions have been crucial to our recent growth.

— David G.

Our experience with a fractional CMO has been nothing short of excellent. As a small contracting firm, we didn’t have the budget for a full-time marketing executive, but we needed help expanding our reach. They worked closely with us to understand our business goals and developed a targeted marketing plan that’s helped us attract more clients. Their efforts in local SEO have driven more traffic to our website, and we’ve seen a huge improvement in how potential clients find and engage with us online. They also helped improve our lead management process, which has increased conversions. Despite working part-time, they’re always accessible and proactive, and their insights have helped grow our business significantly.

— Charlie D.

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My Process

Let's Collaborate

1. Describe your project

2.Schedule a Call

3. Develop Strategic High Level Plan

4. Accountability on both sides

What should you expect from your Fractional CMO for Contractors

When working with a fractional CMO for contractors, you should expect a marketing leader who understands the unique needs of the construction and contracting industry. The role of the fractional CMO is to provide strategic marketing expertise that drives business growth by generating leads, enhancing brand visibility, and strengthening relationships with clients. They will take a comprehensive approach to developing marketing strategies that align with your business goals, whether you’re focused on residential construction, commercial contracting, or specialized services like remodeling or renovations.

The fractional CMO will begin by assessing your current marketing efforts, including your online presence, advertising strategies, and client engagement initiatives. From there, they will create a marketing plan that is tailored to the contracting industry, designed to help you stand out in a competitive market. This may involve improving your website to ensure it communicates your expertise, showcases your projects, and is optimized for lead generation. The CMO will likely focus on SEO (search engine optimization), ensuring that your business ranks highly in local searches when potential clients are looking for contractors in your area.

They will also help develop a digital marketing strategy that includes targeted advertising on platforms like Google, Facebook, and Instagram to reach homeowners or businesses in need of your services. Additionally, the fractional CMO will work on creating content that resonates with your audience, such as case studies of past projects, testimonials from satisfied clients, or educational content that helps potential clients understand the value of your services.

A key part of the CMO’s role will be refining your lead generation and customer acquisition processes. They will focus on improving how you attract, convert, and retain clients. This might involve setting up automated email campaigns, improving your online reviews and reputation, and ensuring that all client interactions are professional and aligned with your brand. In the contracting industry, where trust and credibility are crucial, the CMO will work on building your brand’s reputation through consistent messaging, excellent customer service, and strong community engagement.

Additionally, the fractional CMO will likely focus on building partnerships with other businesses in the construction industry, such as suppliers, real estate agents, or developers. These partnerships can enhance your referral network and open up new opportunities for projects. The CMO will also help position your company as a trusted expert in the industry, whether through speaking engagements, local sponsorships, or participation in industry events.

You can also expect the fractional CMO to introduce data-driven decision-making into your marketing efforts. They will track the performance of marketing campaigns, website traffic, and lead conversions, making adjustments based on what’s working. This ensures that your marketing dollars are spent effectively and that your efforts are generating measurable results.

In summary, a fractional CMO for contractors provides marketing leadership that helps you build a strong brand, generate more leads, and establish long-term relationships with clients. They offer strategies for improving your online presence, optimizing client acquisition, and positioning your business as a leader in the contracting industry. By aligning marketing efforts with your business goals, the CMO helps drive growth and ensures that your company remains competitive in a crowded market.

Topics that I can cover

Programmatic Marketing

Growth Marketing

Paid Search Marketing

Paid Social Marketing

Marketing Strategy

Digital PR

SEO Marketing

Social Media Marketing

FAQs

What is a Fractional CMO, and how does this role apply to the contracting industry?

A Fractional Chief Marketing Officer (CMO) is a senior-level marketing executive who provides part-time or project-based services, offering businesses the strategic marketing expertise of a full-time CMO without the cost and commitment of hiring one permanently. For contractors and businesses in the construction industry, a fractional CMO brings specialized marketing knowledge, helping to generate leads, build brand awareness, and grow the business through customized marketing strategies that cater to the unique needs of the industry.

Contractors often operate in highly competitive markets, where differentiation and visibility are key to success. A fractional CMO’s role is to craft a marketing strategy that helps the contractor stand out from competitors, increase visibility in local markets, and target the right clients. This strategy includes digital marketing, traditional marketing methods, and personal networking that aligns with business goals, whether those are focused on residential or commercial projects, remodeling services, or specialty construction work.

One of the main tasks of a fractional CMO is to assess the current state of the contractor’s marketing efforts. This includes reviewing the company’s online presence, analyzing current advertising methods, evaluating branding, and determining how effectively the business is generating leads. After the assessment, the fractional CMO develops a tailored marketing plan that addresses gaps and opportunities for growth. This could involve updating the company’s website to better showcase past projects and services or optimizing lead generation systems to ensure potential clients can easily find and engage with the business.

Digital marketing is an essential component of any modern marketing strategy, and a fractional CMO for contractors will help strengthen a company’s online presence. In the contracting industry, many clients find services by searching online, and the CMO ensures that the company ranks highly in local search results through search engine optimization (SEO). By identifying the most relevant keywords and optimizing content, the CMO makes sure the contractor appears in search results when potential clients look for services like home renovations, commercial construction, or specialized contracting work.

Additionally, the CMO develops digital advertising strategies that target the right audiences on platforms like Google, Facebook, and Instagram. For contractors, this could mean running paid ad campaigns that focus on specific geographic locations or targeting homeowners or businesses that are likely to need construction services. The CMO also ensures that all digital marketing efforts are tracked and measured, providing insights into what strategies are most effective for driving leads and conversions.

Another critical area of focus for a fractional CMO in the contracting industry is lead generation. Contractors rely on a steady flow of new projects to sustain their business, and a CMO helps improve how leads are captured and converted into clients. This could involve setting up automated email marketing campaigns, implementing a client relationship management (CRM) system, or optimizing call-to-action buttons on the company’s website. The goal is to ensure that when potential clients interact with the company, there is a clear and seamless path from inquiry to contract signing.

Beyond digital marketing, the fractional CMO also helps contractors develop traditional marketing strategies that can be effective for local markets. This might include participating in local events, networking with other businesses, or building partnerships with real estate agents, suppliers, or developers. These partnerships can lead to new referral sources and additional project opportunities, helping to expand the contractor’s business network.

A key part of the CMO’s role is building the contractor’s brand and reputation. In the construction industry, trust and credibility are crucial, and clients want to work with businesses that have proven experience and positive reviews. A fractional CMO helps contractors develop a brand identity that reflects their expertise, reliability, and quality of service. This often involves creating consistent messaging across all marketing channels and ensuring that client testimonials and case studies of completed projects are prominently featured in marketing materials.

For many contractors, client retention and word-of-mouth referrals are important sources of new business. A fractional CMO helps contractors implement strategies that improve client satisfaction and increase referrals. This could include sending follow-up emails after a project is completed, offering incentives for referrals, or developing loyalty programs for repeat clients. By building strong relationships with past clients, the contractor is more likely to receive referrals and generate ongoing business.

In addition to working on external marketing, a fractional CMO also introduces internal marketing processes that streamline operations and improve efficiency. This might involve setting up marketing automation tools, implementing project management systems for marketing campaigns, or training internal staff on lead management and client communications. By improving internal processes, the CMO ensures that marketing efforts are sustainable and scalable as the contractor grows.

In summary, a fractional CMO for contractors provides marketing leadership that helps grow the business through effective lead generation, brand building, and client engagement strategies. They develop and implement marketing plans that are tailored to the contractor’s goals, focusing on digital marketing, local networking, and reputation management. The CMO’s expertise allows contractors to compete in a crowded marketplace while driving consistent growth through targeted and measurable marketing efforts.

Why should a contractor hire a Fractional CMO instead of a full-time CMO?

Hiring a fractional CMO offers several advantages for contractors, especially those operating small to medium-sized businesses or those in a growth phase. One of the main reasons to hire a fractional CMO is cost efficiency. A full-time CMO typically commands a high salary along with benefits and bonuses, which may not be feasible for many contracting businesses. In contrast, a fractional CMO provides the same level of expertise and strategic leadership but at a fraction of the cost, allowing contractors to access senior marketing leadership without the financial burden of a full-time hire.

Flexibility is another important reason to hire a fractional CMO. Contractors often have varying marketing needs depending on the season, the number of ongoing projects, and the company’s current business goals. For example, during slower seasons, the contractor may only need part-time marketing support to maintain a digital presence or work on long-term branding efforts. However, during busier seasons, such as the lead-up to a large project or during the launch of a new service offering, the contractor might need more intensive marketing efforts to attract new clients and drive business. A fractional CMO can scale their involvement based on the contractor’s needs, providing more support during peak times and scaling back when less is required.

Additionally, hiring a fractional CMO allows contractors to benefit from diverse experience. Many fractional CMOs work with multiple clients across different industries, giving them a broad perspective on marketing strategies and trends. This cross-industry experience allows them to introduce fresh ideas and innovative marketing approaches that may not have been considered by an in-house team or traditional marketers. For contractors looking to expand their business, break into new markets, or differentiate themselves from competitors, the fresh perspective brought by a fractional CMO can be invaluable.

Another key advantage of hiring a fractional CMO is the ability to drive faster results. Since these professionals are often brought in to address specific challenges or meet particular goals, they tend to hit the ground running. Whether the contractor needs help increasing brand awareness, driving leads, or improving client retention, a fractional CMO provides the strategic leadership needed to execute these goals efficiently. Their ability to deliver quick wins while also focusing on long-term growth ensures that the contractor sees measurable improvements in a relatively short amount of time.

For contractors who already have an internal marketing team or use external agencies for specific tasks like digital advertising or content creation, a fractional CMO can provide leadership and guidance. In this scenario, the CMO works alongside the existing team to refine strategies, optimize processes, and ensure that all marketing efforts are aligned with the company’s overall business goals. This collaborative approach allows the contractor to leverage their existing resources while benefiting from the high-level strategic insight of a seasoned marketing executive.

Finally, a fractional CMO is ideal for contractors who are in a period of transition or growth. Whether the contractor is expanding into new service areas, growing their team, or launching a new marketing initiative, a fractional CMO provides the leadership needed to navigate these changes successfully. Their flexible, part-time approach allows the contractor to scale their marketing efforts without the long-term commitment of a full-time executive, making them an invaluable asset during periods of change or expansion.

What specific challenges does a Fractional CMO address for contractors?

Contractors face several unique marketing challenges, and a Fractional CMO is well-equipped to help address these through a combination of industry knowledge, strategic insight, and data-driven decision-making. One of the primary challenges that contractors often face is lead generation. In the contracting industry, securing new projects is critical to sustaining and growing the business. However, many contractors struggle to generate a consistent flow of quality leads. A fractional CMO helps contractors develop and implement lead generation strategies that target the right audience and capture qualified leads. This might involve optimizing the company’s website for conversions, creating targeted online advertising campaigns, or refining the contractor’s messaging to better resonate with potential clients.

Another major challenge for contractors is standing out in a crowded marketplace. The contracting industry is highly competitive, and many contractors offer similar services, making it difficult for potential clients to differentiate between companies. A fractional CMO helps contractors develop a unique value proposition that sets them apart from competitors. This involves identifying the contractor’s strengths, whether it’s their specialized expertise, commitment to quality, or exceptional customer service, and ensuring that these strengths are communicated clearly in all marketing materials. By building a strong brand identity and consistent messaging, the CMO helps the contractor stand out and attract more business.

In addition to brand differentiation, building trust and credibility is a significant challenge for contractors. Clients want to work with contractors who have a proven track record of delivering high-quality work on time and within budget. A fractional CMO helps contractors build credibility by showcasing their past projects, client testimonials, and industry certifications. This might involve creating case studies that highlight successful projects or developing content that demonstrates the contractor’s expertise in specific areas like renovations, commercial construction, or energy-efficient building practices. The CMO also ensures that the contractor’s online reviews and reputation are managed effectively, as positive reviews play a critical role in influencing potential clients’ decisions.

Another area where contractors often struggle is digital marketing. Many contractors rely heavily on word-of-mouth referrals and traditional advertising methods like print ads or direct mail, but they may not be fully leveraging the power of digital marketing. A fractional CMO helps contractors transition to a more digital-focused marketing strategy that includes search engine optimization (SEO), pay-per-click (PPC) advertising, and social media marketing. SEO is particularly important for contractors because many potential clients start their search for services online. By optimizing the contractor’s website for relevant keywords and improving local search rankings, the CMO ensures that the company is visible to clients searching for services in their area.

Social media marketing is another area where contractors may need guidance. While platforms like Facebook, Instagram, and LinkedIn may not seem like natural fits for contractors, they offer valuable opportunities for building brand awareness and engaging with potential clients. A fractional CMO helps contractors create a social media strategy that is tailored to their audience, ensuring that content is relevant and engaging. This might involve sharing photos of completed projects, posting client testimonials, or running targeted ads to promote specific services. By consistently posting high-quality content and engaging with followers, the contractor can build a stronger online presence and attract more business.

Content marketing is another essential component of modern marketing that contractors often overlook. A fractional CMO helps contractors develop a content marketing strategy that positions the company as a thought leader in the industry. This might involve creating blog posts that provide valuable insights on home renovations, construction trends, or energy-efficient building practices. The CMO also ensures that this content is optimized for SEO and shared across multiple platforms to reach a wider audience. By consistently producing high-quality content, the contractor can build credibility and attract potential clients who are researching services online.

Customer retention is another key challenge that contractors face. While securing new clients is important, retaining existing clients and encouraging repeat business can be even more valuable in the long run. A fractional CMO helps contractors develop strategies for improving client retention and increasing referrals. This might involve creating follow-up communication plans, offering loyalty programs or incentives for repeat clients, or sending personalized emails to stay in touch with past clients. By building strong relationships with existing clients, the contractor can generate more referrals and ensure a steady flow of business.

Finally, a fractional CMO addresses the challenge of measuring marketing effectiveness. Many contractors invest in marketing efforts without having a clear understanding of what’s working and what’s not. A fractional CMO introduces data-driven decision-making into the contractor’s marketing strategy, ensuring that all efforts are tracked and analyzed. This might involve setting up analytics tools to track website traffic, monitoring the performance of digital ad campaigns, or assessing the effectiveness of lead generation efforts. By using data to inform decisions, the CMO ensures that marketing dollars are spent efficiently and that strategies are continually optimized for better results.

How does a Fractional CMO help contractors with digital marketing?

Digital marketing is a critical component of any modern marketing strategy, and a Fractional CMO helps contractors leverage digital channels to increase visibility, generate leads, and engage with clients. One of the first steps in building a successful digital marketing strategy is optimizing the contractor’s website. The CMO ensures that the website reflects the professionalism and expertise of the contractor, providing potential clients with valuable information about the contractor’s services, team, and areas of specialization. The website must also be easy to navigate, mobile-friendly, and optimized for search engines so that it ranks well in search results when potential clients search for contracting services.

Search engine optimization (SEO) is a key focus of digital marketing for contractors. A fractional CMO implements SEO strategies to improve the contractor’s ranking in search engines like Google. This involves researching relevant keywords that potential clients are using when searching for contracting services and incorporating these keywords into the website’s content, meta descriptions, and headers. The CMO also works on improving the website’s technical SEO, ensuring that it is fast, secure, and structured in a way that makes it easy for search engines to index.

In addition to SEO, a fractional CMO helps contractors leverage paid advertising to reach potential clients. This might involve running pay-per-click (PPC) ads on Google or social media platforms like Facebook and Instagram. The CMO ensures that these ads are targeted to the right audience, focusing on specific geographic areas or demographics that are most likely to need the contractor’s services. By running targeted ad campaigns, the contractor can increase visibility and generate more qualified leads.

Social media marketing is another important component of digital marketing for contractors. A fractional CMO helps contractors create a social media strategy that is tailored to their audience, ensuring that content is relevant and engaging. This might involve sharing photos of completed projects, posting client testimonials, or promoting seasonal offers. The CMO also ensures that the contractor is engaging with followers by responding to comments, answering questions, and building a community around the brand.

Content marketing is also essential for attracting and engaging potential clients online. A fractional CMO helps contractors create valuable content that showcases their expertise and provides useful information to potential clients. This might involve writing blog posts that offer tips on home renovations, creating videos that highlight completed projects, or developing case studies that demonstrate the contractor’s capabilities. By consistently producing high-quality content, the contractor can build credibility and attract more clients.

In conclusion, a Fractional Chief Marketing Officer for contractors provides the strategic leadership needed to develop and execute a marketing strategy that drives business growth. With expertise in digital marketing, lead generation, branding, and client engagement, the CMO helps contractors build a strong online presence, attract new clients, and grow their business in a competitive market. Their flexible, part-time approach allows contractors to access senior-level marketing expertise without the cost of a full-time executive, ensuring that marketing efforts are both effective and aligned with business goals. Through a combination of data-driven insights, creative strategies, and industry knowledge, a fractional CMO helps contractors achieve long-term success and growth.

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Hire the Top Rated Fractional CMO for Contractors

Hire the Top Rated Fractional CMO for Contractors