More than likely, when you set up your home improvement company’s website the designer added the code for Google Analytics. Maybe you’ve looked through the data a few times every month to see what your website traffic looks like, where it’s coming from and what’s working best. What you really want to know is more specifics about the people who are visiting your website and how your contractor marketing plan is working.
Have you ever been in a meeting where everyone gets all excited about doing something? Maybe it’s about making a change in software or holding a big event. Whatever the “something” is, everyone is excited. Then you leave and a month later you get back together, get excited again but nothing ever gets done. Pretty soon you’re just phoning it in for those pep rallies because you know you’ll never actually see anything happen.
On the outside, inbound marketing looks like a lot of work backed by a bunch of crossed fingers. You write a few blog posts, throw out some links on social media and wait--hopefully--for the leads to start pouring in through your website.
When I was leading a local chamber of commerce a few years ago, a company came into my office and offered to give us 50 t-shirts with the name of our city on the front and ads of local businesses on the back. All I had to do was sign and agree to receive the t-shirts. The shirts seemed like a great give-away that would cost us nothing.
A few years ago my kids’ babysitter took off the ten days during Christmas holidays. With no sitter and no school, I was left with one option: bring my computer home and work from the dining room. It’s one of the perks of owning a consulting company, but it’s hard to get a lot of work completed with constant requests to play Barbie and Lego Star Wars. The stress of missing work for so many days overwhelmed me.
Earlier this year I sat in a marketing meeting led by an agency focused on helping Mississippi businesses (and really businesses across the Southeast) realize the potential of social media and digital advertising. One of the presenters made the comment, “Yes, Facebook is pushing businesses to spend money on advertising, but it’s really good for us as marketers. It affirms our position that social media is a relevant advertising media.”
A few years ago, one of our clients wanted to shoot a photo for their Christmas cards on-location at a new Elvis statue in town. Originally we were hoping to have Elvis wear a company t-shirt and while that was allowed let me say that putting a t-shirt on a statue is much harder than I expected. So we settled for just adding a scarf.
Years ago as a young Chamber of Commerce director, I met with prospective business owners almost every week. Very often I heard “My aunt/mother/brother/uncle/cousin/friend said I should open a thrift store/restaurant/antiques store/boutique.” That was the extent of the research. They needed a location and a ribbon cutting and they were ready to go.