Make Your Marketing Strategy Work for You
Use these 3 tips to optimize your campaign’s return on investment
Review Performance
Analyzing which marketing channels are helping you achieve your goals can help you spend more strategically throughout the year. Whether you want more leads and jobs, higher-quality clients or branding, look at which avenues are getting the most engagement and consider how additional investment could pay off.
“We sit down and look at all of the analytics of every marketing method we’re using,” Kate Bailey of Design Studio Interior Solutions in Niwot, Colorado, says. “Looking at our analytics is extremely important. We look at our website metrics, such as where users are coming from and what are they clicking on. By understanding which photos they interacted with, we can determine what our users are interested in. With that information, I put together a plan with the goals for the next year and select which marketing tools to use to reach those goals.”
Take a moment to think about which metrics really matter to your company’s long-term success. That will help you focus your efforts on the most important initiatives and identify the numbers that mean the most.
Analyzing which marketing channels are helping you achieve your goals can help you spend more strategically throughout the year. Whether you want more leads and jobs, higher-quality clients or branding, look at which avenues are getting the most engagement and consider how additional investment could pay off.
“We sit down and look at all of the analytics of every marketing method we’re using,” Kate Bailey of Design Studio Interior Solutions in Niwot, Colorado, says. “Looking at our analytics is extremely important. We look at our website metrics, such as where users are coming from and what are they clicking on. By understanding which photos they interacted with, we can determine what our users are interested in. With that information, I put together a plan with the goals for the next year and select which marketing tools to use to reach those goals.”
Take a moment to think about which metrics really matter to your company’s long-term success. That will help you focus your efforts on the most important initiatives and identify the numbers that mean the most.
Analyze Your Target Market
Reflect on the projects you worked on during a specific period (three months, six months, one year, five years) and see if they align with the type of clients you want to be working with. Understanding the differences between your actual and ideal clients will allow you to make changes to your marketing strategy and target the projects that will take your business in the right direction.
“Our industry is always changing and we’re in a continual growth state,” Jane Biggeln of Lunada Consulting & Design in Palos Verdes Estates, California, says. “We ask ourselves, based on the work from the past year, is the profile of our average client changing? We’ve found that markets may be changing as baby boomers start to downsize and we have younger families moving in. We then consider what we can do to best meet our clients’ needs and set a goal for the types of projects we want to take on the next year.”
Consider tailoring your Houzz profile, website and portfolio to fit the interests and tastes of your target audience.
Reflect on the projects you worked on during a specific period (three months, six months, one year, five years) and see if they align with the type of clients you want to be working with. Understanding the differences between your actual and ideal clients will allow you to make changes to your marketing strategy and target the projects that will take your business in the right direction.
“Our industry is always changing and we’re in a continual growth state,” Jane Biggeln of Lunada Consulting & Design in Palos Verdes Estates, California, says. “We ask ourselves, based on the work from the past year, is the profile of our average client changing? We’ve found that markets may be changing as baby boomers start to downsize and we have younger families moving in. We then consider what we can do to best meet our clients’ needs and set a goal for the types of projects we want to take on the next year.”
Consider tailoring your Houzz profile, website and portfolio to fit the interests and tastes of your target audience.
Refresh Your Digital Presence
Prospective clients often associate a frequently refreshed digital presence with pros who are in demand, actively getting new jobs and being up to date on the latest trends. Are all of your photos of your latest projects uploaded onto your profile? Have you reached out to all of your past clients for reviews?
“Our business generally slows down during the holidays and it’s the perfect time to work on my marketing,” Judith Burzell of HomeScapes Home Staging San Diego says. “I keep up on my SEO by updating my website, tweaking keywords and updating photos. I update my Houzz profile by uploading photos, adding projects and Ideabooks, working with my account manager to optimize my page and participating in discussions.”
Whether it’s during the holidays, a quiet time of the year or whenever you can find some spare time, keeping your online presence fresh sends a clear message to interested homeowners.
Tell us: How do you fine-tune your marketing strategies? Share your techniques in the Comments.
Download our free eBook about online branding and start differentiating your business.
Next: For Pros: Build Relationships That Benefit Your Business | Pro Resource Center
This story was written by the Houzz Industry Marketing team.
Prospective clients often associate a frequently refreshed digital presence with pros who are in demand, actively getting new jobs and being up to date on the latest trends. Are all of your photos of your latest projects uploaded onto your profile? Have you reached out to all of your past clients for reviews?
“Our business generally slows down during the holidays and it’s the perfect time to work on my marketing,” Judith Burzell of HomeScapes Home Staging San Diego says. “I keep up on my SEO by updating my website, tweaking keywords and updating photos. I update my Houzz profile by uploading photos, adding projects and Ideabooks, working with my account manager to optimize my page and participating in discussions.”
Whether it’s during the holidays, a quiet time of the year or whenever you can find some spare time, keeping your online presence fresh sends a clear message to interested homeowners.
Tell us: How do you fine-tune your marketing strategies? Share your techniques in the Comments.
Download our free eBook about online branding and start differentiating your business.
Next: For Pros: Build Relationships That Benefit Your Business | Pro Resource Center
This story was written by the Houzz Industry Marketing team.
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“Marketing today poses bigger challenges than ever before, primarily because of the transition from print media to technology and deciphering what is going to work with the demographics of our industry,” Karen VanderWerp of K Linn | Transforming Interiors says.
Luckily, you don’t have to be a marketing expert to make updates to your advertising. We’ll break down what to consider with these easy tips.
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