How to Measure Content Effectiveness for Remodeling Companies
There is no use at setting up a great content marketing strategy if you don’t know how to measure content effectiveness. As a remodeling company, one of your ultimate goals is to grow your business and not remain stagnant. You may have several marketing strategies already in place to make it happen, but there are times when we need to find some ways to get more low-cost leads and sales. This is where the internet comes in.
Today, the internet is the best and the fastest way to look for a remodeler. If you have a customer looking for your services, they won’t bother to look and dig into a copy of the yellow pages just to look for your information. Instead, they will get their mobile phone and search for the services they need. This is basically why your online presence is very much necessary.
If you have already spent time on your website, have put in efforts in content marketing
, and have already engaged in social media marketing, the next step is for you to see how effective content marketing is to grow your sales and your business in general. Just like the rest of your marketing techniques, your remodeling company needs to have the visibility over how much internet marketing contributes to your business. This way, you will also be able to learn which marketing efforts you can focus on.
Here are some helpful steps to measure your content marketing efforts for your remodeling company.
1. Identify your KPI’s.
KPI stands for key performance indicators, and it means that these are going to be the numbers you will measure to check how effective your content is. You need to identify the core KPIs that you want to track. The most common KPIs used in many businesses, and you can also use in your remodeling company are website traffic, page views, blog comments, subscription (email and blog subscriptions), and online and offline sales. These are just a few common ones but if you want to measure your web marketing in other areas, you can just add more items to your KPIs. The most important thing is that these numbers should be able to provide you an insight on how you can improve your content marketing.
Now, if you are also doing social media marketing, you can also identify the metrics that will help you measure your content marketing success; examples of which are the number of shares, retweets, comments, followers, blog mentions, etc.
2. Measure your website metrics and social media metrics.
There are tools that you can use in order to measure your site and social media KPIs. As for your website, you can use Google Analytics. Google Analytics can provide you any valuable information you want to learn about your numbers. It needs to be configured according to the information that you want to see. The good thing about it is that it is free, easy to use, and it already has the complete features.
To get started, you will need to create your account under your main Google account; then you can sign in. As soon as you are signed in, you need to go to Admin because that is where you will have to encode the details about your website, especially the URL. If your site has a mobile app counterpart, there is an option to track metrics on both the website and mobile app. Once everything has been set up, Google Analytics can already start gathering data, and you can already begin to view reports. These reports will then give you a bigger picture on how much contribution your content marketing efforts have to your remodeling business.
As for measuring social media metrics, there are also some online tools that can do the job for you; examples are SocialBro, Social Inbox, and HootSuite
3. Pay attention to what your customers are saying.
The numbers are not the only thing that you should pay close attention to. The qualitative data, in the form of feedback, comments and suggestions can also be used to measure your success in web marketing. For example, if you usually receive more negative feedback than the positive, maybe your next goal should be something that will increase the ratio of positive to negative.
4. Focus on quality and not just quantity.
Your overall content marketing success or failure is not just measured by your conversion rate. Another important thing you need to take a look at is the quality of leads that your website generates. There are times when the number of your leads might be increasing but these are not the right match for your company, and they don’t meet the criteria. It means that you still can’t rely on them for conversion. A qualified lead is someone who is a decision maker and someone who is almost ready to buy your products and services. If you take a look at this area, you can pretty much make some changes or become more strategic and targeted in your content marketing so that you attract the right leads for your remodeling business.
It is always important to measure the success or failure of our marketing efforts regardless of your business industry because it will give you an idea whether the investment you make to market your business translates to results. It will also let you see if any of your marketing strategies
you achieve your company goals. You don’t just go out there and employ marketing techniques and wait blindly for the outcome. You need to track, monitor and analyze so that you find the right and the best fit for your business needs.