If you want to make sure that your digital presence is where it should be and that you’re spending your marketing dollars wisely, you have got to track and measure your ROI – but how do you do that?
Check out this video to learn more.
Hey, what’s up everybody. Have you ever heard anybody tell you what gets measured improves? Well, if you listen to me for any amount of time, I’ve probably said that about a million times when it comes to your restoration business.
Tracking and measuring your ROI from any kind of marketing is crucial for not only not wasting money, but for being able to scale your business properly and understanding what buckets to put money where. So if you’re looking for a few easy ways to track ROI with your digital marketing agency, pay attention to this video.
Number one, the easy low hanging fruit is ask your customers where they heard about you. Now, the only caveat to that is a lot of people aren’t as- technologically savvy as others. So they might all just say Google and you really don’t know if it’s came from Google ads or Google business profile, or if they found you on Facebook. Everything is Google to a lot of people out there.
So, just asking and putting that as a part of your processes for your intake is going to be huge. Just help you understand where people are coming from, whether they’re referrals or coming from a marketing modality that you’re using. Number two, pay attention to your Google analytics.
Now if you’re using a digital marketing agency to do SEO or pay per click or anything like that, you should have access to a very robust platform on Google called Google analytics. You need to get familiar with it, or at least hold your agency accountable to walk you through that. And at the minimum be involved in monthly marketing recaps.
That way you can understand where your money’s going and if it’s actually translating to eyeballs and closed jobs. Now, lastly, another way to track, which is a way that we love here at Ironclad Restoration Marketing is incorporating call tracking into your website and your digital presence. Now, with call tracking, we like to use a company called CallRail.
They’re able to give you a custom phone number you can put on your website, you can put on your Google business profile, a different one, you can put a different number on your pay per click landing pages, and get a breakdown of every single call that’s come into your business in any given time period.
Now what that allows you to do is number one, you get to differentiate where these leads are coming from, whether they’re pay per click leads or organic SEO leads or their Google business profile leads. And number two, which I love is you get to listen to how your employees are interacting with potential customers on the phone. Because if you’re not closing those calls, then they’re kind of, worthless.
So you could be getting all the calls in a world that you want, but if your employees aren’t engaging with the customers in the right possible way, then you’re kind of SOL. Now, a lot of people out there because you’re so busy and you’re trying to scale, you’re using call centers, which is a great way to, but just make sure that these call centers are trained up on your specific business.
The last thing that you want to do is be able to, as you’re writing out there that you offer 24 seven emergency service, somebody calls a call center at four in the morning and they have no idea that you can come and help them with flood damage. You’re putting people in a bad position. You’re putting your company in a bad position.
So if you want to get a better ROI for your business, make sure you’re tracking and measuring every penny that leaves your business and have an understanding of the bigger picture when it comes to digital marketing. Not everything is a direct response.
This is about building equity online and building a portfolio of visibility on the search engines where people are looking for your services. That’s it guys. Good luck. Get out there and start tracking and measuring your results so you can save money and get better leads, and better consistency with your digital marketing. We’ll talk to you soon.
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Benjamin Ricciardi is the founder of Ironclad Restoration Marketing, A digital marketing agency that specializes in the Restoration and Cleaning industry based in South Florida. Benjamin is the author of The No Bulls**t Guide to Internet Marketing for Restoration Contractors and hosts The Restoration Rundown Podcast, a podcast that is focused on everything related to marketing and owning a Restoration and Cleaning Business. Connect with Benjamin and Ironclad Restoration Marketing on social media for the latest tips and tricks on how to grow your Restoration Business.