Guerrilla Marketing in the Trades: Hard Lessons and Wins from Chris Vance

The Kee To Growth

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Chris Vance, Executive Marketing Coach at Certain Path. Chris shares not just his best practices for trades marketing, but also the real-life challenges and breakthroughs he’s seen working closely with hundreds of contractors in HVAC, plumbing, electrical, and roofing across the US and Canada. Jen and Chris dig into what it really takes to grow a service-based business—from those early days under a million in revenue, through expansion, and into building brand recognition at scale.

Chris opens up about falling into trades marketing after running his own agency, describing how his heart for small business owners and their stories led him into coaching and ultimately to his role at Certain Path. He emphasizes the importance of online presence—easy to overlook, yet absolutely essential—and breaks down why contractors shouldn’t just stop at a website. His advice? Balance the low-cost, high-effort guerrilla tactics that make you visible in your local community, with focused attention on your Google Business Profile and baseline digital assets.

Jen and Chris go beyond technical marketing strategy by reflecting on human behavior and business mindset. They acknowledge how easy it is for owners to get stuck chasing “shiny objects,” underestimating the need for strong systems and authentic connection with the community. Their conversation reframes marketing not as a means to just get more leads, but as a way to create trust, tell your story, and ultimately grow by meaningful impact—on both your team and your customers.

Whether you’re a contractor just scraping by or leading a multi-million dollar trades business, this episode is packed with actionable insights and vulnerable truths from those who’ve been in the messy middle. Jen and Chris talk intentional boundaries, the real cost (in both time and money) of building sustainable growth, and why showing up authentically in your neighborhood is still the ultimate brand-building move.

Timestamps:

00:00 Rediscovering Passion in Small Business

06:03 Low-Cost Marketing Strategies

08:52 Guidance for Sub-Million Members

13:10 Elevating Brand for Business Growth

16:18 Prioritize Branding in Marketing Strategy

20:11 Community Engagement Drives Success

21:29 Guerrilla Marketing for Social Media

26:45 "Successful Low-Cost Marketing Strategy"

29:05 Hire Virtual Assistant for Marketing

31:02 Perfectionist vs. Iterative Process

Connect with Chris Vance: LinkedIn: https://www.linkedin.com/in/christophervance/ YouTube: https://www.youtube.com/@TheSuccessfulContractor Facebook: https://www.facebook.com/topherthoughts/ Learn more about Certain Path: https://mycertainpath.com/

Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/

Listening on a desktop & can’t see the links? Just search for Kee to Growth in your favorite podcast player.

The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com

This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/