Which Marketing Channel Makes the Biggest Impact?

Surveys are a great way to get a pulse on what’s happening in the world of business. Webmarketing123 conducted a recent 2015 survey of B2B and B2C marketers to find out which of their digital marketing campaigns had the great impact.

I expected to see the standard responses – e-mail, SEO, Google pay-per-click, etc. – but what surprised me the most was the Number 1 answer:

Measuring ROI from Contractor Marketing Campaigns 2

In both B2B and B2C, the answer was “Not sure”. I must say that this is truly staggering. These are for professional marketers running digital campaigns – not traditional media like billboards, radio, newspapers, flyers, yard signs, etc. – but online activities that can be easily monitored.

There are plenty of tools out there to help help even novices track their advertising results.

  • You can use your e-mail service to track click-through’s to your website.
  • If you have a “Contact Us” form on your site, you can ask “How Did You Hear About Us?” and track their answers.
  • Google Analytics lets you put code on your site to track where they came from and if they completed any actions, like filling out a form or downloading an e-guide.
  • Google pay-per-click (listed under “Paid Search”) gives you code that you place on your “Thank You” page to track a conversion – like when someone fills out your “Contact Us” form.

These are just a few of your options. Even if it’s just having every person who answers the phone at your home improvement company ask how the prospect found you, there are ways to see what impact your marketing is having.

For almost every dollar you spend, you should be getting back at least a dollar in revenue. And you should track every campaign. When you know what works… and what doesn’t – you’re going to improve your marketing return on investment.

Why would you want to continue to throw money at one home show if you’ve never had a sale from it? Why not pour more money into the other home show that has led to many sales?

This is a best practice that we stress to our customers – you need to have tools in place to help you track where your leads are coming from. We show them that if they list all their marketing sources in our system, they’ll be able to choose them when entering a new lead. When they enter the results for each prospect – such as whether they had an appointment set, whether they sat for the appointment, and whether or not they purchased – they able to see the results.

If there is a sale, that dollar amount gets attached to the original lead source. And that gives them the ability to see how much they earned from each source. 

Marketing ROI for Contractors Tracking Lead Source Reports

If you aren’t tracking your lead sources, you have no idea how much you’re spending on marketing. And if you don’t know which campaigns are giving you the best results and which are giving you the worst results, you’re simply throwing money away.

Make sure you and your marketing pro are taking advantage of the resources available to you and you’ll increase your profit margin by decreasing your marketing expenses.

If you’d like to see more about i360, set up a free demo today. And we’ll know, and be able to track, that it came from this blog post!

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