For as long as I’ve been in marketing, roofing contractors have been conditioned to believe that getting an ROI on marketing was not possible. They’ve been taught (mostly by advertising types) that it was a necessary expense. Every business owner knows they need to advertise in some way. If not, how are prospective customers to find you?
…But to expect an ROI – no. Definitely not.
I’m stating today that those days are over. There is a new sheriff in town, and his name is inbound or content marketing.
A full service marketing firm executes campaigns that generate an ROI, because the campaigns themselves are all trackable. As well they should be. Why would anyone throw money into marketing without being able to track the return on that investment?
I’m specifically talking about the large majority of phone book advertising and print ads in most publications. It’s true that when some elements of direct response are used in a print ad, it can be tracked. It’s true that Internet marketing services exist that provide a business with a trackable phone number for every campaign, and when someone calls the number, it rings at the business, but its use is tracked and monitored.
That’s fine, but print ads by their nature present a different challenge. It’s nearly impossible to track everything that leads to predictable ROI on marketing. And it’s impossible to do A-B split testing on printed pieces, which is easily done online.
Content marketing provides a clear path to getting found online by more of your targeted audience, which results in more traffic to your website. Further, any SEO and Internet marketing company knows content marketing is built around converting the traffic to leads – and measuring and optimizing each campaign to produce the once elusive ROI on marketing.
If you have questions about converting your marketing expense into an ROI on marketing, leave them below.
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