Tracking and ROI of Marketing Campaigns for Plumber, HVAC and Electricians
At Contractor 20/20 our success is measured by our clients’ success. Some of our clients are just starting out and looking for us to give them a little boost. Other clients are well established and have big ideas for the future and are looking for assistance to help them get there. Regardless of our clients’ goals, whether they are small or large, short-term or long-term, we are excited to help our clients attain what they are after. Our team of marketing professionals is experienced in the latest and most effective marketing methods, and we’ve developed a comprehensive list of the steps to ensure that our clients’ goals are met and ROI is maximized:
Step #1: Evaluate needs, growth potential, and budget.
There are several factors that go into determining how much a company should be investing in an internet marketing campaign. We not only consider your budget, but also your current sales, pricing, growth goals, and growth potential. Not every company’s situation is the same, so we work one-on-one with all of our clients to assess how much of an investment makes sense for them at that particular time.
Step #2: Research.
We figure out who your best customers are and how to attract them. Psychographic profiling helps us to do this. By gaining an understanding of the lifestyles, values, interests, and other attributes of your ideal customers, we’ll be better able to cater your marketing campaign specifically to them.
Step #3: Collect data and audit the current situation.
We look at your current online presence and active marketing strategies. If there are any underlying problems, we find them so that we can deal with them head-on.
Step #4: Create goals.
Goals become easier to reach when they are clearly defined. We work with you to determine both your short-term and long-term goals. What can we accomplish in a short span of time? What do you hope to attain down the road?
Step #5: Determine the most cost-effective way within your budget to reach your goals.
There are various methods that can be used to increase traffic to your website and strengthen your online presence. The question is which methods will create the biggest bang for your buck. We weigh the pros and the cons of each method and figure out which routes make the most sense for each individual client.
Step #6: Minimize risk
We want any investment you make in marketing with us to be well worth it. We do everything in our power to limit your risk and make your marketing campaign a success. Our initial evaluations allow us to discover issues, so that we can work to prevent or overcome them.
Step #7: Work hard and work smart.
There’s no point in reinventing the wheel—especially when you need quick results. Our work with plumbing, HVAC and electrical clients all over the country has given us unique insights as to what will work for your particular situation. We take the methods that have proven most effective for other similar clients and get them working for you. However, we know the online marketing world is ever-changing and evolving, and that each individual company’s situation is unique, so we remain agile, open-minded, and creative.
Step #8: Track, analyze, and report. Determine return on investment (ROI).
Tracking the numbers is the most effective way to make the best plans for the future and improve ROI. We do this in a number of ways:
Dynamic call tracking – When customers call a unique number placed on your
website, we are able to keep a record of those calls. We can see who called, how they found your site, when the call was made, and how long the call lasted.
Call tracking numbers and UTM – When placing ads on social or other platforms, call tracking numbers and UTM codes help us determine the success of the campaign.
On-site analytics tracking – It’s important to be able to see how well your website is performing. We’re able to measure conversions, determine which of your website pages are being viewed most frequently and which parts of your site perform the best. We want to know that the people visiting your site are actually becoming customers. After analyzing this information, we can make the adjustments that will improve your website’s performance.
Part of our analytics tracking is a comprehensive monthly report regarding the performance of their website, SEO, social media and paid campaigns. In addition to the monthly report, our contractors have access to a real time reporting dashboard that shows the health of their website, SEO, and campaigns.
We keep you in the loop – We compile the information yielded from our tracking and deliver it to you in a clear, easy-to-understand manner, so that you can effortlessly compare where you are now to where you started. You’ll receive accurate cost-per-lead and ROI figures, so that you are never in the dark as to what you are gaining from your investment. Your feedback is important to us. If you have a question, comment, concern, or idea, we are only an email, text, or phone call away. One of the things our clients love about working with us is our availability and responsiveness.
Step #9: Optimize.
Once a plan has been implemented it must be continuously optimized. We are constantly looking for ways to improve upon your website, online presence, and overall marketing campaign because the truth is that there’s always something that can be done to take it up a notch. The tracking and reporting we do always points us in the right direction.
Step # 10: Repeat steps 1 through 9 frequently.
As time moves forward, situations, needs, budgets, and goals can change—reevaluation is a necessity. By repeating the steps often, we ensure that your investment is continuously yielding the best possible results.