Tips to Optimize Your Marketing Mix

Marketing technology is constantly evolving, and with so many channels to work with, it can be hard to know where to start. Adopting a unique marketing mix can help your home services business get more quality leads. Below, our friends at EverCommerce explore strategies to help you get started.

Make Your Marketing Mix Work for You

Your company’s marketing mix is the combination of different marketing technologies that can be used to help your business meet customers wherever they shop for home improvement services.

It’s important to think about how you can use marketing systems together rather than individually. Using complementary marketing tools or platforms allows you to leverage the strengths of different technologies to enhance your overall marketing efforts, ultimately driving better results.

Some channels to incorporate are:

  • Social Media
  • Content Marketing
  • Search Engine Optimization
  • Email & SMS Marketing
  • Referral Marketing
  • Offline Advertising
  • Customer Reviews & Testimonials
  • Direct Mail

Where to Invest Your Marketing Dollars

Different marketing channels can provide you with unique leads. Investing in a combination of marketing channels helps ensure that you are covering all the bases. There are three main lead categories:

  1. Branded Leads: Branded leads are associated with your brand name, meaning that the potential customer contacted your business directly. These leads can come via a form on your website, directory listings, social media, pay-per-click (PPC), neighborhood marketing, direct mail, or email.
  2. Unbranded Leads: Unbranded leads are usually collected through web forms or calls that are not associated with a specific brand. These are typically available for purchase from lead aggregators or generators.
  3. Active Leads: Active leads often come in the form of referrals, home shows, canvasing, or repeat business. These leads typically have the highest conversion rate.
Mobile Marketing Mix illustration
Image: AdobeStock/bloomicon

Tips to Define Your Marketing Strategy

So what are the best ways to blend marketing channels to target various types of leads? Consider these best practices:

  1. Diversify your marketing mix. Harness different marketing channels, such as social media, content marketing, search engine optimization (SEO), pay-per-click (PPC), and more, to tap into a broader audience and reach more qualified prospects. When you embrace multiple touchpoints and various channels in your marketing strategy, you’re more likely to meet your potential customers where they are in their buying journey, leading to better engagement and conversion rates.
  2. Monitor and adjust your metrics. Measure the performance of your marketing efforts so you can make informed decisions. Understanding key metrics like the cost of marketing, lead conversion rates, and return on investment (ROI) allows you to optimize your budget allocation and strategies in the future by deciding what works (and is worth investing future dollars in) and what doesn’t, in turn, leading to better outcomes.  
  3. Choose complementary marketing technologies. Stay up to date with marketing technologies to give your business an edge. There are many complementary marketing technologies, like text-based communication, customer relationship management (CRM) systems, social media automation tools, content management systems (CMS), and lead aggregation software, that you should integrate into your stack. While the term “marketing technologies” might sound daunting (and expensive), plenty of affordable options that can help you achieve your business goals.
  4. Build relationships with your service providers. Collaborate with your marketing and lead service providers. Build transparent and communicative relationships so your partners understand your business goals and objectives. Minimizing the number of partners while maximizing the value they bring can lead to more effective campaigns and streamlined interactions, ultimately benefiting your business’s bottom line.

EverConnect offers a portfolio of performance marketing solutions to help you get qualified leads and meet your growth targets. Our sister company, Socius Marketing, specializes in creating customized digital plans and innovative marketing strategies to connect you with more customers and make you the #1 choice in areas where you serve. As strategic partners of Westlake, EverConnect and Socius are proud to offer members special discounts on our services.

Westlake Royal Pros are eligible for an exclusive discount—receive 50% off your first month’s spend back in your account as credit for future lead purchases, up to a maximum of $1,500.

EverConnect has partnered with Socius to offer Westlake Royal Pros up to $2,500 in credit toward qualified new leads for your home services business when you sign up for Socius Marketing through our Fast Start Program.

Schedule a demo today to take advantage of these exclusive offers!

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