Is Your Marketing Generating BUSINESS or Just BUZZ?

Marketing agencies started this game. Perhaps as a way to make it look they were doing a great job for their clients, lots of new marketing metrics popped up.

Traffic. Clicks. Shares. Likes. Comments.

Are they important? Somewhat. They each tell a story on what’s working and what’s not. But, they aren’t important enough to spend any time on them.

As the owner or manager of a home services business, you know the metrics that truly matter:

Phone calls. Emails. Form fills.

Prospect estimates. Booked meetings. Closed sales.

Marketing absolutely works. But, marketing that’s intended to bring you more traffic to your site, more clicks to your landing page, and more Likes and shares on your social media falls short of the REAL goals.

Because clicks don’t pay the bills. Leads don’t pay the bills.

Closed jobs do.

And if you aren’t connecting your marketing activity to actual revenue, you could be spending thousands of dollars every month on campaigns that look successful on paper but aren’t producing the customers your business needs.

It’s Time to Close the Feedback Loop

Think of your marketing like a loop.

You run an ad > Someone clicks  > They fill out a form or call your business  > Your team follows up  > A salesperson gives them an estimate > The prospect either disappears, says yes, or hires someone else.

That’s a pretty successful marketing campaign.

The problem is, most home services business owners only track the FIRST part of that journey.

They know when someone clicks or calls…

But they’re missing the information that matters most.

A true marketing feedback loop follows the customer all the way through the process.

Now, take this example of a customer’s journey:

They see a Google ad > They visit your website > They fill out a form > You create an estimate > They agree to your price > You close the sale and receive the revenue

BOOM! That’s a REAL marketing campaign!

Then, when you glance at your CRM, you can see:

• Your Google Ads generated 37 leads.
• 19 of them turned into estimates.
• 12 of the quotes became customers.
• From those 12 customers, you generated $38,000 in revenue.

Beyond simply knowing that they saw your ads and landed on your website, you now know precisely how many bids, sales, and how much revenue you generated. At a glance, you know if the marketing campaign worked, fell flat, or needs to be repositioned.

By tracking the customer’s journey all the way to their sale (and even including their lifetime value), you have a clear picture of where you should put your next marketing dollars.

When It Comes to Marketing, Sales, and Business Growth… STOP GUESSING

Too often, home services business owners guess when it comes to what’s working.

“I think Facebook is working.”

“Google seems to be doing well.”

“Our website traffic has increased.”

That’s not a strategy. It’s guessing.

Rather than sticking your finger up and seeing which way the wind is blowing, consider a closed-loop reporting system that provides concrete evidence.

This includes:

• Analyzing where leads come from
• Tracking those leads
• Figuring out which prospects took action to get a quote
• Learning which campaigns and which leads drove sales

That’s the kind of information that can change how you allocate your budget.

Start Reading Your Data. Start Making Better Decisions.

Forget that dashboard that tracks everything from opens, clicks, Likes, and Shares.

Here is the data you really need:

Marketing:
Where did the lead come from?

Sales:
Did the lead turn into an estimate?

Operations:
Did we close that estimate?

Financials:
How much revenue did the job generate?

Back to Marketing:
With everything we know, should we invest more into that campaign?

Once you have a clear picture on all of that data, congratulations, you have a feedback loop.

You also have a serious leg up on your competitors. Because only the most sophisticated business people and marketers are tracking these critical metrics.

Accountability Is Key With an EOS-Style Approach to Business

Marketing should never operate in a silo.

It should connect with sales, operations and financial performance.

That’s especially important for companies following an EOS®-style approach to running their business.

Your marketing should support measurable goals, create accountability and provide the information leadership needs to make better decisions.

At Spartan Digital, we believe marketing should be treated as a measurable business investment and never as a mysterious expense.

Stop Measuring Activity. Start Measuring Outcomes.

Fact is, measuring activity is easy. Any web tracking software will tell you how much traffic you’re getting, how many clicks a campaign delivered, and how many form fills from your website.

Yet, tracking the entire feedback loop takes some initial effort. And it takes continuous communication with your sales team, your operations team, and your marketing team.

But, once they realize just how important this data is to the growth of your business, that’s when it becomes a priority.

And the minute you connect your marketing data to your CRM, sales pipeline and closed jobs, you can finally see the complete picture.

And once you can see it, you can improve it.

This is what we do for our own agency, as well as hundreds of home services businesses in the area. We help local businesses build the systems, reporting, and marketing strategies  needed to turn data into better decisions.

Don’t run your marketing on gut instinct.

Build a feedback loop. Measure what matters. And put your marketing dollars where they produce results.

Request Your Free Lead Generation Battle Plan Now