Is Your Marketing Stuck?

If leads are trickling in and your pipeline is running dry, it’s time to take a good, hard look at your marketing initiatives. Have you left them on autopilot to coast along on their own without someone minding the wheel to navigate around the twists and turns along the way? If so, there’s a good chance they’ve veered off the road to success and are stuck in the mud with your wheels spinning but getting nowhere fast.

Marketing should not be a set it and forget it strategy. Just as you would try to navigate your way around a traffic jam, you need to pivot when your marketing efforts have stalled, or even worse, taken a wrong turn.

Here are some tips to help you get your marketing back on track.

Take Stock of Your Channels.

Make a list of where you are investing your marketing dollars. Note all channels and how much money you have spent on each, considering your time, the amount you spent on agency services, and any direct advertising spend.

Analyze Which Channels Drove Leads

Next, connect your leads to the marketing channel they came from. Call tracking software can help streamline this process as it can track the source of both calls and contact form submissions. If you don’t have such software installed, hopefully, your reception and sales team asked leads how they heard about you and made notes that you can reference. Another option is to review your Google analytics and compare it to your leads to try and match up sources. 

Determine Which Channels Resulted in Conversions

Take the lead information you just culled and go one step further to identify which of those leads converted into customers. 

Calculate ROI

Assess the cost of each lead for each marketing channel to identify which initiatives brought you the best return on investment. 

Assess the Strategy

Do a deep dive to try to figure out why the marketing didn’t work. Were you reaching the right audience? Was your messaging on target? Did you fail to capture attention with a great graphic or video? Did leads hit the back button after landing on your website? Was the initial customer experience poor, such as flat call staff? Is your pricing an issue?

Effective marketing requires constant tweaking, testing, and pivoting. And even if you find the right mix, you need to continually monitor it because you never know when you may hit a roadblock. 

If you need help assessing your marketing initiatives, give us a call. We specialize in helping contractors and builders build more leads.