This article will be discussing the importance of why something as simple as understanding your marketing can have such a fundamental impact on your business.
🙄 An Industry Norm...
When we talk to new construction businesses that reach out to us regarding Media or Marketing, we usually discuss what has been working and what has not. This question in theory is fantastic, it tells us exactly where the client is at, what marketing work they have done to date and what they have achieved.
Unfortunately, this is not always the case...
A lot of construction companies that come and start working with the team at Saint Global tell us how their previous media agency never provided any data/analytics about their website, social media, SEO or any of their marketing for that fact.
But that's normal right?... right?!
🎯 Missing the Target
The fact that if you know whether your marketing is working or not tells you if you are currently spending your money in the right place. It tells you how well you are positioning yourself in front of clients, it tells you if the people that are seeing your business are actually interested.
We could spend thousands of pounds advertising Construction Insider at a culinary school, we sponsor all the events, buy all of the pots and pans and put our brand on it. We assume it's working because we are spending the £££ but without the data (and common sense as it's a pretty obvious example) we are throwing money at the wrong areas. We have no idea what's working and what's not. We don't even know if the old marketing agency is even doing what they promise!
If we are not constantly measuring the media data we cannot tell if it’s working or not.
If it is working really well we can show you data on an iPad and you can see the feedback through more enquires or whatever your target was and you feel satisfied that you're on the right track and have control.
If it's up and down we want to know why. So we look at the effects around it and make changes.
You cannot change what you cannot measure. Imagine going on site and not being able to use a tape measure and just having to guess. That's the way most trades are working with their marketing - it doesn’t have to be like that - We can be more accurate, have less waste and get results quicker.
Can you see this anywhere in your marketing budget and strategy? i.e. what you are spending your money on and where you are spending your money.
🔨 Let's Fix That
When you work with Saint Global, we work side by side with your business, a partner that understands your goals and target audience.
- You're the asset (You know more than you think).
- We want to hear your ideas and work with you.
- Free quarterly meetings.
- Target the right clients.
- Develop a result driven media strategy.
- It is simple so let's keep it simple.
Let's move on to discussing four quick and easily understandable points about why you need to get a stronger grip on your marketing.
💎 1. Understand Your Clients
Understanding your marketing data will help you gain a better understanding of your clients (and potential clients). You can use data such as views, conversions, demographics, behaviour, engagement and so much more to build a strong understanding of what your marketing is achieving.
This data allows you to identify patterns and trends in their behaviour, and tailor your marketing efforts to meet their needs and deliver further results.
💎 2. Identifying Key Metrics
Key Metrics or Key Performance Indicators (KPIs) allow you to compare key areas of your marketing with other important divisions of your business.
KPIs can become an extremely important part of your business, with construction businesses even having live dashboards up in the office.
KPIs allow you to see if you should even be spending money on marketing. Imagine you had a KPI that displayed your work capacity in the form of a percentage, would you budget spending money on advertising first or employing more staff? (Talk to the BD team today to get a snapshot of balancing this out).
💎 3. Room for improvement
By tracking the performance of your campaigns and making adjustments based on the data, you can optimise your marketing strategy to better meet your targets.
As previously said, you can see what's working and what isn't.
Do we need to adjust our plan and get back on track? Or do we just keep pressing on? If we are paying money for SEO every month but we don't seem to be getting enquiries, what's the issue? Is no one searching for your services? Is the target audience wrong? Is the messaging wrong?
With carefully articulated data, you can see exactly where your marketing efforts fall and succeed, allowing you to be in control and adjust exactly what you need.
💎 4. Measuring ROI
Analysing your marketing data can help you measure your return on investment (ROI) for your marketing campaigns.
A really simple yet effective KPI which is done by taking your marketing spend for the month and dividing that by the number of conversions you have received. Simple as that you have figured out exactly how much each client is costing you.
But at least you know! You know what's going wrong and you exactly what you need to do in order to improve.
A simple metric like that can change your mind towards marketing and think "oh, this is going great!" Or on the other end... why is this not working? Am I getting ripped off? Do we have a bad name?
Surely that's better than being left in the dark... Let's change those doubts for confidence.
🎉 That's a wrap!
I hope you found this useful! If you would like to go over anything we discussed, please let me know by simply getting in touch with us here.
We understand that the marketing world can get confusing, with agencies speaking in their own dialect at times, but it doesn't have to be like that.
Saint Global is helping construction businesses like yours take control of their marketing with impactful solutions with visibility being at the forefront.
Book a FREE consultancy call with us here!
Frequently asked questions
This article has been provided for information purposes only. You should consult your own professional advisors for advice directly relating to your business or before taking action in relation to any of the provided content.
PS. Whenever you are ready, here's how to grow your construction business...
1. Join our Facebook Group which built completely for businesses within the construction industry. Real people, real support. - Now also available on LinkedIn.
2. Keep up to date with Construction Insider Providing you with industry insight, tips & tricks and much more to make sure you are ahead of your competitors!
3. When you are ready, Become a Saint Financial Group client, and we will provide you with the highest quality solutions to effectively scale your construction business. Book your meeting here!
Written by the team at:
Saint Global Marketing
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