By Katie Mientka
Be honest: you clicked here because you’re not sure if you have an answer to that question.
And that’s okay. Design and construction marketing is both an art and a science—it’s measurable, but also unpredictable. You can break it down into numbers, yet you can’t always count on it to play out exactly as you’d hoped.
According to marketing statistics from Hubspot, most of you think your marketing needs work.
Only 22% of businesses in 2016 were happy with their current level of marketing.
That’s an optimistic way of saying 78% of businesses weren’t. Even if you’re not sure your marketing efforts have lived up to your investment, there might be effective ways for you to get the insights you need so you can move forward with a marketing strategy that works for you.
How can you get some clarity about your marketing in the design and construction industries?
Learn to Measure Your Marketing Performance
When it comes down to it, much of the frustration that arises out of marketing comes from not having enough clarity about the results. Companies simply don’t know if the ROI from their marketing makes the marketing budget worth the investment.
The best solution: measure, measure, measure. Without measuring your marketing performance, you’ll never have the insights necessary to tweak your marketing and improve your performance. Without measuring it, you’ll never even know if your marketing is performing up to par!
What are some ways you can better measure your marketing performance? Here are a few ideas:
Get serious about web analytics.
You can’t do much without construction or design marketing data. Web analytics show you which platforms are sending you traffic. Try a service like Databox.com to get a sense of how your business isn’t only attracting traffic, but ultimately performing with that traffic. Whether you’re investing in offline marketing or online marketing via social media sponsorships, effective web analytics will show you where most of your conversions are coming from.
Use the marketing tools themselves.
For example, Facebook pixel makes it possible to track activity on your website and better understand exactly how
your online ads are performing. If you use platforms that provide powerful tools like this, use them—they’re not there for your health.Ask.
Whether you have a sign-up sheet on your website or you simply ask your potential leads outright, it never hurts to ask where people found your business. This is a less formal way of studying the source of your new business, but it will at least give you an indication as to the success of your marketing campaigns.
Is Your Marketing Working for You? Consider Taking this Fun and Interactive Quiz
If just 22% of businesses feel confident about their marketing, something is askew.
The problem isn’t necessarily that your analytics aren’t in place, either. For too many businesses, their goals aren’t clear. While they might feel as though they’re getting the web visits or conversions that their marketing dollar is paying for, they might wonder if they should be pursuing new business with these methods in the first place.
How does a business cut through the noise and get more clarity when it comes to marketing?
We’ve put together a quiz that will help. This quiz is fun—a lot of fun, actually—but it will also take you through your current marketing performance and ask you some cutting questions that get to the heart of what you’re looking for. This quiz addresses:
- Your marketing goals
- Your current sales volume
- The percentage growth you’re looking for
- How you track results
- How to understand the returns you’re seeing from marketing.
In short, this quiz will help provide a “birds-eye” view of what your overall marketing efforts look like.
