You have a plan, a strategy, initiatives, campaigns. Are they working? If you are not actively tracking the numbers, you have no idea what’s hitting, what’s missing, where you’re gaining customers and market share – and where you’re losing out on opportunities. You must evaluate your marketing, it is integral to forging a path that leads you to greater reach and results.

Don’t guess: Know.

How to Evaluate Your Marketing

Feeling a bit overwhelmed? Welcome to the club! Most business owners feel this way. To get started in evaluating your current marketing, though, just ask yourself (and your team) a few essential questions:

1. Are You SMART?

Of course, you are – but are your goals? Specific. Measurable. Achievable. Relevant. Time-Bound. We want to sell more stuff and make more money is not going to cut it. What do you really need to accomplish in order to see movement? Increase the number of free consultation signups by boosting our click-through rate on social ads to 4% within six weeks.

If you cannot distill your intentions down to SMART goals, this is a sign that your marketing strategy may not be as effective as you hope (or as you think) it is.

2. Do You Know – and Understand – Your Buyers?

Who are they? What do they need? What do they want? What are their goals? Their interests? Their passions? Their challenges? Their pain points? Dig into your target audience and get to know them on a deeper level. Where do they come from? In what age bracket and socioeconomic status do they operate in? What is their educational level? Demographics and customer research is more than ticking a few boxes and guessing at the rest.

We’ve said it before, and we’ll say it again (at least once more!) … Don’t guess. Know.

3. Does Your Website and Content Work for You?

When someone navigates to your website, what do they see? What lives above the fold? Compelling content, images, video, and calls-to-action – or clutter? Is information easy to find? Is connecting with your team seamless and the logical next step?

Content should always aim to deliver timely, relevant, and authoritative answers to a prospective customer’s challenges. It should also help them get to know your business, how you can help, and why you are the solution for which they’ve been searching.

Is your content doing that for you?

4. Are You Tracking Your Marketing Results?

To the previous point: Is your content working for you? How do you know? Look at key metrics to see if you are achieving the ROI you want and need. Everything from site visits and social ad click-through rates to new signups, email opens, and form completion is integral in analyzing the effectiveness of your marketing strategy. Is all of this bringing in enough new/repeat business to justify the cost?

What are the numbers telling you? Many businesses simply don’t know. If you don’t know how to track results, now is the time to make that a SMART goal!

5. Are You Stressed and Overwhelmed?

You are. Marketing is a full-time job in and of itself. Trying to figure out the intricacies – what to post, when, and where, how to reach a media-saturated audience, how to promote your offerings, etc. – is a challenge. Let’s not forget you have a business to run. Stress, burnout, uncertainty, and frustration often follow home industry businesses like a shadow.

Don’t Guess

Know. The team at Haven Media has been working in the design & construction industry since 2004. In that time, we’ve learned what works and what doesn’t, so we can help you evaluate your marketing. With proven strategies that help connect your brand to clients and prospects, we help you tell your story of expertise so you can win more jobs, get more done, and provide a better customer experience.

Learn more about the Haven Difference and connect to find out how we can help you on your marketing journey.