Home services businesses can benefit from digital marketing campaigns through increasing their social media reach even in small markets.
One marketing analytical framework to use as a measure of success is to plot sales pipeline if dollars vs. social media reach. Below are two examples of what you may see.
The first example, above, shows well correlated increasing pipeline sales with increasing reach. More reach, more sales. This proves that the social media marketing is targeting the right audience, personas, and market.
The second example, above, shows a plateau reached where the sales pipeline remains constant despite increasing social media reach. This points to the wrong audience, personas, market or content being used.
As a case study, we can look at our own social media marketing and content creation for a construction home services business. With three months of data (one prior and two post) in we have been able to significantly drive reach for this business with a corresponding increase in the sales pipeline as shown below (note exact values not shown for confidentiality).
Plotting the sales pipeline vs. reach exhibits the trends we hope for: well correlated and increasing slope. The slope is 9.4X meaning sales in dollars are 9.4 times the reach. This is tremendous growth over the first two months. Record sales for our client!
We expect that the reach in this small market will begin to plateau as the market size is less than 100,000 potential customers. At that time, we expect that the marketing content will keep the business at the top of mind of potential customers and lead to increasing sales pipeline over the next three plus months.
The long-game for this home services business is to convert one time customers in to lifetime customers through quality work and developing relationships. One way of developing relationships is to keep in contact through email campaigns. This strategy will likely pay off once the reach plateaus to increase the stability and size of the business.
Please contact us at info@selwaygroup.com if you are interested in learning more about our offerings for home services businesses.
The Selway Group 