Think your marketing problem needs more ad spend? Luke Eggebraaten argues it needs a better foundation. We dig into the exact steps excavation and utility contractors can take to get found, get picked, and get paid, without wasting cash on “magic” lead promises. Luke shares how he went from broad small-business marketing to serving the dirt world exclusively, why that focus matters, and how his team helps crews build a digital presence that matches the quality of their work in the ground.
We walk through the essentials: claim and optimize your Google Business Profile, build clear service pages that answer real questions, and make reviews a habit after every job. Then tie it together with short, authentic posts across Facebook, LinkedIn, Instagram, and, don’t skip this, your Google Business updates. You’ll learn how Google evaluates authority, relevancy, and user experience in an AI-first world, and why strong content beats keyword tricks every time. Luke also tackles the biggest money pit he sees: paid ads without an operational or digital base. His rule of thumb is simple: build the fire, then add fuel.
This conversation goes beyond lead flow. We show how the same funnel that wins jobs also attracts better people: awareness of your culture, consideration on a clean careers page, conversion with a quick application. When you keep marketing during busy seasons, you flatten peaks and valleys and gain leverage to choose better clients and projects. Along the way, we swap practical tactics for consistent posting, talk through partner red flags, and share mindset tools, priorities, gratitude, and patience that keep owners from burning out.
If you’re ready to replace guesswork with a grounded plan, hit play and take notes. Then subscribe, leave a review, and share this with a contractor who needs a real marketing reset.
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More About this Episode
The Blueprint for Excavation Marketing: Lessons from Luke Eggebraaten and the Dirt World
Marketing in the blue-collar space, particularly in excavation, isn’t something that’s been widely talked about, at least not with the clarity, practicality, and authenticity that Luke Eggebraaten brings to the table. If you're in the dirt world, underground utilities, or any corner of the blue-collar industry and have ever asked yourself, “How do I market my business without wasting a ton of money?” this episode was made for you.
Luke is the founder of Phaser Marketing, the host of the Dirtbags Podcast, author of The Digital Dirt World, and a coach for seven-figure marketing agencies. He’s also a dirt world evangelist, and his passion for helping excavation and utility contractors build sustainable marketing strategies is unmatched.
This isn’t about trends. It’s about getting it right from the start.
Why Blue-Collar Businesses Need a Unique Marketing Approach
Let’s start with a truth that often gets overlooked: traditional marketing advice doesn’t always translate well to blue-collar industries. Most contractors didn’t get into the dirt world to become influencers or social media experts. They got into it to build things, solve problems, and serve their communities. But in today’s competitive landscape, especially as the industry continues to evolve with tech and talent gaps, marketing is no longer optional, it’s essential.
Luke’s journey started back in 2019 with a small agency and a client roster that included local businesses and real estate professionals. But when he took on his second client, Luke Payne of Black Iron Dirt, everything changed. That job opened up a niche Luke hadn’t considered: excavation. From there, Phaser Marketing evolved into a full-on excavation-specific digital marketing agency, now serving 80 clients across the US and Canada.
The lesson? Focus breeds expertise. When you narrow your marketing lens to a specific industry, you can create laser-targeted strategies that actually convert.
The Blueprint: What Contractors Get Wrong (and How to Fix It)
Luke’s approach to marketing is refreshingly simple: build the foundation first. Yet this is where most contractors go wrong.
“Pouring money into paid ads without a foundation is like dumping gas on dirt instead of a fire.”
Before you worry about SEO or Facebook ads, get your house in order.
Step 1: Own Your Digital Presence
The first mistake Luke sees far too often is a lack of online infrastructure. No website. No Google Business Profile. A blurry Facebook profile picture that’s cropped wrong.
Here’s what he recommends you fix immediately:
- Google Business Profile: Make sure it's verified, the information is accurate, and you’re regularly adding photos and posts. This is your most powerful free tool.
- Social Media: Get your Facebook, Instagram, and LinkedIn business pages set up. Keep the branding clean and consistent. Use real photos from real jobs.
- Website: Even a simple one is better than none. Your site should clearly list your services and have one page per service, think “Excavation,” “Grading,” “Water Line Repair,” “Septic Installation,” etc. Each of these pages should be optimized to show up when potential customers search for them.
Step 2: Think Like Google
Your customer isn’t the only one visiting your website. Google’s crawling it too. Luke calls this “foundational SEO,” and it’s all about making your content legible for search engines.
This means:
- Having clearly structured pages.
- Avoiding “keyword stuffing.”
- Writing content that educates and answers real questions.
In the AI era, Google’s algorithm rewards quality and relevance over outdated tricks. So instead of trying to game the system, just tell your story. Talk about what you do, how you do it, and what makes you different.
Step 3: Content Is King, but Consistency Is Emperor
You don’t need Hollywood-level production. You need real, consistent content.
Luke’s advice?
- Snap five-second clips from the job site.
- Introduce your crew.
- Show how you install a sewer line or set up a trench box.
And don’t just post it on one platform. Reuse the same content across Instagram, Facebook, LinkedIn, and even your Google Business Profile. Each of these platforms speaks to a different audience, but all contribute to your overall visibility.
“The more consistent you are, the more trust you build, not just with clients, but with the algorithm too.”
If you're stuck on what to post, start by documenting. Don’t create, just show your day.
The Marketing Funnel: Awareness, Consideration, Conversion
Marketing isn’t a switch you flip. It’s a funnel you fill.
Luke breaks it down:
- Awareness: This is everything you do to get on someone’s radar, social posts, yard signs, a clean truck wrap.
- Consideration: They’ve seen your name and now they’re curious. They visit your website, read reviews, maybe follow you on social media.
- Conversion: This is the call, the email, the “Get a Quote” form submission.
“You can’t convert if you don’t exist online. And people won’t consider you unless you’ve built some kind of awareness.”
This funnel also applies to hiring. A strong brand doesn’t just attract customers, it attracts top-tier talent. And if you're serious about growth, you need both.
Timing Matters: Market When Things Are Good
Too often, contractors wait until the work dries up before they think about marketing.
By then, it’s too late.
“Marketing is not the parachute. It’s the engine.”
You don’t start advertising when your pipeline’s empty. You start when you’re busy, so that the engine keeps running. That’s how you smooth out the peaks and valleys of seasonal work and create predictable growth.
Paid Ads: Powerful but Not a Silver Bullet
Paid ads on Google or Facebook can work wonders, but only if your foundation is strong.
If you’re still in your first few years of business and under $500K in revenue, Luke recommends you don’t even worry about paid ads yet. Focus on your free tools, refine your operations, and build a presence. Once that’s in place, paid ads can amplify what’s already working.
And don’t fall for guarantees.
“If someone guarantees you 50 leads in 30 days, run.”
Nothing is guaranteed in marketing. What matters is transparency, strategy, and finding a partner who understands your industry.
Why the Excavation Industry Is Different (and Better)
Luke credits his decision to focus solely on excavation companies as one of the best moves he ever made.
Why?
Because of the people.
Excavation contractors are:
- Gritty.
- Honest.
- Humble.
- No-nonsense decision-makers.
They can smell a phony from a mile away. But once you prove you care and deliver value, they’ll treat you like family.
And because they work in such a specialized field, where no two jobs are the same, they need marketing partners who understand their work. That’s what makes Phaser Marketing such a trusted resource.
The Dirtbags Podcast and the Power of Resource Creation
If you haven’t checked out The Dirtbags Podcast, you’re missing out. With over 100 episodes, it’s a go-to resource for contractors in the excavation space looking to grow, lead, and thrive.
The podcast is a key part of Luke’s mission to build one fan at a time, something he sees as vital to long-term business success.
“It’s not about going viral. It’s about getting real. If you build 100 true fans of your brand, they’ll carry you a long way.”
In fact, Luke says podcasting has been one of the most fulfilling parts of his business. It’s helped him learn, connect, and inspire, three things every business owner needs more of.
A Final Word to the Contractor Who Feels Stuck
If you’re overwhelmed, discouraged, or wondering how to get to the next level, Luke offered this advice:
- Start by working on yourself. Your health, your relationships, your mindset.
- Get your priorities in order, spiritual, relational, and professional.
- Practice gratitude daily, even if it’s just five things you’re thankful for.
- Focus on consistency over perfection in your marketing.
- Don’t chase the next shiny object. Focus, build your foundation, and stay the course.
Marketing isn’t magic. It’s just a muscle you’ve got to train, and it starts with taking the first step.
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