Marketing Metrics For Handyman Businesses
Alright. Another M of marketing… I know there’s only three M’s but here’s another one that I think of, which is another M, is Metrics and that is the measurement side of the marketing you’re doing. What does it cost for you to have somebody click on to your website? Are you paying 50 cents a click from Google AdWords or Yahoo advertising? Or are you paying a certain amount of money for someone to come from to come from another site to you?
Are you paying per client? Or what is your cost per client? If it takes you a certain amount of money in advertising dollars on average to generate a new client what is that number? Can you improve on it?
What is your cost per impression? If you are running your ads on the site, showing your picture or banner or something like that, how much are you paying in order to have a thousand impressions done? If you get prospects or inquiries from your website, or inquiries on your telephone, from direct mail and fax… if you’re getting an inquiry, how much are you going to need to pay marketing in order to get that inquiry? Is it fifty dollars? Is it a hundred dollars? Is it ten dollars? Is it a dollar? Are you making money because you’ve got to have some type of way to generate revenue during the time that you are doing marketing? So your cost per inquiry or cost per prospect or cost per lead… these are different ways for you to measure it.
Another thing you can do is cost per visitor. If you know that, on average, you have a hundred visitors coming to your site every week, how much you had to spend in the marketing dollars to those visitors there. Then you can break them down into certain categories. Maybe my cost per visitor when I am writing articles is a certain dollar amount. Maybe my cost per visitor when doing link building with other websites is X number of dollars. And you can measure these things so that you can improve them. That is really why you have marketing metrics in place so that you know where you are and so that you know what you need to do to improve it. And then you can go and test different things in order to improve those over time.
And the last one here is cost per sale. So if it’s not the cost per client maybe it’s the cost per transaction with a client, you can break that in a number that as well. Those are some different marketing metrics that we talked about.
Until my next post,
James
P.S. Learn what marketing to use and how to improve it to maximize your return on investment and massively improve profitability with “The World’s Greatest Handyman Marketing Course”.
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