We all need a clearly defined method of showing accountability whether we’re on a weight loss program or marketing our business. The best way to keep track of the successes or failures of your marketing program is to collect data based on the results and the amount of effort involved in producing those results.
The data we collect helps us determine the best route for our future marketing strategies. How do you measure the success of your construction marketing strategy?
The American Marketing Association (AMA) defines marketing accountability like this…
The responsibility for the systematic management of marketing resources and processes to achieve measurable gains in return on marketing investment and increased marketing efficiency, while maintaining quality and increasing the value of the corporation.
I’m going to break that down and explain several different ways you can market your construction business and show accountability with each type of construction marketing. We don’t have a direct, quantifiable outcome with marketing the way we do with sales. So we have to look at the overall effectiveness of individual construction marketing strategies.
Systematic Management of Marketing Resources and Processes
Your primary marketing resources for marketing your construction business online include your website, blog, social media, and email. Once you have a system of managing these four things, you’ll see a difference in your bottom line.
Your Construction Website – Your website says a lot about your construction business. This is where potential clients can see the quality of your work and get more intimate information about your company. They need to see if you’re a new company or a family owned company with 50+ years of experience. Your website has to be modern and user-friendly in order to be effective.
Your Construction Blog – Your blog should act as a funnel for information for potential clients and others who enjoy carpentry, organization, or other home improvement projects. It’s okay to share DIY information in your blog to help an armchair warrior tackle tiling his or her backsplash or install floating shelving. Show potential clients that you care about their projects by offering advice and then offering your services.
Your Social Media Presence – People love social media for a variety of reasons. Potential clients should be encouraged to visit your website and give you a call. Previous or current clients should be encouraged to leave a review on your Facebook or other social media profiles. Be cautious with the anonymity offered online, however; people tend to get nasty if they’re even slightly disgruntled with you for some reason. They may leave negative feedback for something silly. But here’s how you combat negative social media comments.
Email – Always provide a contact page on your website. This contact page should go directly to your email address so that people can effectively email you with questions or concerns, or to schedule an appointment. Email marketing is another very effective and measurable marketing tool. Build your personal email database and offer special ideas or a special perk for signing up for a monthly newsletter.
There are, of course, several other marketing resources that you can leverage online. I stuck with these four because they’re the easiest to explain in blog form and the easiest to tie together to create a seriously powerful marketing strategy. I’d be happy to discuss other measurable marketing resources with you when you call for a construction marketing consultation.
Measurable Gains in Return on Marketing Investment
The initial investment into a construction marketing strategy may make you think twice about using certain forms of online marketing. Pay-Per-Click (PPC) campaigns are often overlooked because they’re so misunderstood and often misrepresented. Facebook marketing and other social media marketing are ignored sometimes because people don’t want to be stuck on social media all day.
Believe me, I understand. But also believe me when I say that social media, when partnered with your blog and website, is a very powerful marketing tool. Facebook also has a very comprehensive and easy to read data reporting system to help you make the best decision for your marketing dollars.
We do have several ways we can measure construction business gains achieved through marketing. We can look at your website traffic, social media activity, and blog activity and measure the quality and quantity of your leads generated over a period of time.
We can also see how many of your potential clients (leads) contact you because of your truck wrap or other forms of offline construction marketing. Wrapping your truck generates more leads than other forms of offline paid or earned media, for example.
Maintain the Quality of Your Marketing and Increase the Value of Your Company
I mentioned that your website, blog, social media, and email are the easiest forms of marketing to tie together to create a seriously powerful online construction marketing strategy. They’re also the easiest to maintain if you know what you’re doing. Always share quality content on your website and high-quality blogs on your blog. Offer your email address or a contact page so that people can contact you freely, and offer a newsletter subscription. Share all of this information on your social media accounts, and you’re good to go.
If you want to read a bit more about my construction marketing services and how it works, click here. If you want to know more about what goes into a solid construction marketing plan, click here. If you want to know what someone who calls themselves a “construction marketing consultant” actually does, click here.