1. Measure Your Marketing Results by Channel
What is a marketing channel? In layman’s terms, it’s simply the way you’re getting your leads generated and your selling done. These methods can include your website, affiliate vendors, subscription-based referral programs, etc. When you take a good look at the numbers, you might be surprised at what you find. Just because a particular avenue might be sending you a ton of leads, does not always mean it’s making you money. For some, getting the lead sent to you is just step one, and the competition, bidding and fighting begins from there. Sometimes these can be fool’s gold that we hold onto far too long because we see regular activity, but it may even be COSTING you money in the long run. Factor in closing ratio and compare money spent to money gained. Trim the ones that don’t make sense and consider boosting your investment on the ones that have a healthy return.
2. Check the Health Performance of Your Website
A website performs more functions than just generating leads, and it is a critical interaction point between you and your customer. Many contractors have no idea about the massive amounts of business they’re missing because they’re unaware their website is actively working against them instead of for them. How much traffic do you have? Where is it coming from and how long do visitors stay? Are your forms easy to use? Intuitive or frustrating? Are you harvesting email addresses and information for further marketing? Where are you displayed in Google’s rankings?
Answers to these questions above will allow you to assess your website’s health and worth. If these numbers show a red flag or are simply not where you need them to be, it may be time for a much-needed update or to call in an expert to help.
3. Identify Your Biggest Content Success
We’ve all heard the phrase “Content is king,” and if you want to keep customers engaged with you and stay top of mind, you need to stay in front of them in ways that aren’t constantly asking them to buy something. I hope you are taking advantage of blogs, social media and other forms of “soft-touch” interaction; but if not, it’s time to get on board.
Look back through your social media pages and other forums to see what’s gotten the most response and interaction from your market. Likes, views, shares and comments are all indications that you’ve struck a chord, and likely you can use that idea, or one like it, again soon.
4. Take a Fresh Look at Our Industry
I’ll warn you with this. If you do next exactly like you did this year, you’ll probably be disappointed this time next year. And if you’re planning to do next year the same way you did 2005, you’ll be out of business soon. We resist change because we’re comfortable with what we know, but like it or not, technology and how we relate to homeowners changes almost on a daily basis. What new offerings can you add to your selection of services and how can you promote them? How can you aim to be ahead of the curve rather than behind it? The worst image a contractor can have is to be perceived as behind the times.
5. Do You Need New Tools?
Look at the performance level of the programs you have in place for the administration and marketing of your business. A program that was perfect for your needs two years ago might not be delivering anymore or delivering at the same rate, yet the program costs more than it once did. Businesses rely on a lot of software, from dispatch and bookkeeping to marketing (there are many choices, so make sure yours make sense).
Is it cost-effective? Is it automated enough to free up your time? Are there better options? Don’t be scared to make a switch if it could bring you additional revenue or simply make your life a little easier.
Remember, you can’t make the necessary changes needed to grow if you don’t take stock of what needs tweaking. We assist contractors with that every day at Hudson,Ink. Reach out to us and we’ll help make next year a banner year for you.