You have set some goals for your marketing campaign regarding traffic, likes, lead acquisition, clicks, and more. At the same time, you also set goals for your construction business related to revenue, income, and sales. But the question is: Are your marketing objectives working hand in hand with your overall business goals? Probably not, right?
Know this one important fact – you cannot measure the success of your marketing if it is not connected to the goals you set for your business. In other words, you cannot expect your construction business to successfully achieve its goals if your marketing is not working toward the same goals. Simply put, aligning your marketing and business goals is as important as ever to achieve success in both areas.
In this blog, discover why alignment is important between your goals. And we will also share some pro tips for aligning the goals you have set.
But Why Do You Have to Align Your Marketing and Business Goals?
When you choose to carry out marketing objectives and strategies for your business without sound alignment with any established business goals, your marketing will become inefficient, and your business outcomes will be opposite from what you expect. If you do not try to align your marketing with your business goals, you are simply drifting away. You have to exert effort and achieve that alignment from end to end.
Always put in mind that alignment matters. In fact, companies with strong alignment experienced a 24% three-year revenue growth and a 27% faster three-year profit increase. With that all being said, aligning your goals in both areas can make a huge difference and will pave the way for your construction business to succeed.
Tips for Aligning Your Marketing and Business Goals
1. Determine your business goals
Knowing your goals for your business is very helpful, especially when you are about to start developing your marketing strategy. Your business plan and vision statement offer a bigger picture while combining your short-term and long-term marketing goals will create specific strategies to meet your business goals. Now you see how the two complement each other, and there is a need to align them with one another.
Keep looking at the industry trends, your customer journey, and your other marketing initiatives. This helps you understand what is and is not working on your campaigns. And having such insights is important for your future marketing goals and business objectives.
You should know firsthand that business goals will vary depending on your industry specifics, brand situation, and external economic climate. And your revenue, the number of your customers, and your current rank by customer preferences will strongly determine the success of your business.
2. Audit Your Marketing Efforts
A marketing audit is another necessary thing when aligning your marketing and business goals. This is the ideal time to review your marketing plan alongside the goals you set for your construction business.
One of the first things you will do is to gather and analyze data from your past campaigns and goals. Google Analytics is a standard tool you can use to gather and track data. Social media analytics is another tool you can leverage, too, where you can simply know and track the behavior of your followers. When you have all the data from different sources, you can break it down and develop a well-defined buyer persona.
A marketing audit usually varies depending on the specific KPIs you set and changing needs. However, below are some universally applicable metrics, including:
- Website activities: Monitor overall website performance, bounce rate, landing page conversions, total traffic, etc.
- Branding: Use a style guide for more precise and clearer messaging across marketing channels.
- Social media: Some critical social media metrics you should monitor include impressions, reach, audience growth rate, engagement rate, and name a few.
- SEO: Assess SEO performance and implement SEO best practices to rank higher in the SERPS.
- Competitor Analysis: To be able to compete in the oversaturated digital world, you have to at least understand what your competitors are doing, their strategies, goals, and their next moves.
The metrics mentioned above are just a list of the basics you can audit anytime. We highly suggest you consider other metrics and be broader. Focus on process efficiencies, content quality, and customer experience. And most importantly, consider hiring a reliable local digital marketing company to help you navigate these areas.
Come partner with us! ConstructionMarketing.io is a full-service agency ready to get you covered! We offer complete marketing packages and deliver premium services to our clients. Our team is all-time ready to propel your marketing goals to new levels of success. Contact us today and learn more about what we can do for you.
3. Set Realistic Goals
To make sure that everything is all aligned when it comes to all of your goals, you should set realistic expectations and make sure to direct your marketing budget accordingly. Earlier, we mentioned short-term and long-term goals, and we want you to know the main difference between the two:
- Your long-term goals require you to invest more money and time. In return, it is expected to provide a greater return on your investment. Long-term goals usually range one year or over and often include brand recognition, visibility, and marketing insights.
- Short-term goals, on the other hand, are usually attainable within one quarter or three months. A short-term goal is easy to measure and track and deliver an instant win on your part. These wins are best for generating revenue as you work towards your other marketing objectives.
Knowing the difference between poor and well-defined goals is also great. Here, we point out the differences and cite some examples in case you wonder.
Poorly defined goals are goals that are intentionally set, but they could be more helpful. Here are some marketing goals that you will set one way or another but often need more work:
- I want more web visitors, more leads, and increased sales.
- I need to generate a bigger email list.
- My goal is to rank Number 1 in Google.
You can entirely see that these goals are vague! It is easy to spill if you want to generate additional leads, but how many more do you need to achieve your goal? Ten more? 20 more? Etc. This is the main reason you have to focus more on creating well-defined marketing goals based on the entire goals of your business.
- My business needs 20,000 visitors, 12 new customers, and 500 leads within the next 12 months from our lead acquisition efforts to achieve our revenue of $100,000.
- I would like to generate three customers from my existing customer list using email marketing. I would also like to add qualified leads to the mailing list, allowing me and my team to keep these leads warm for upcoming sales.
- I want to compare my website to my competitors. So, I need to conduct a website audit several times yearly to get information about page performance, traffic, etc.
- I want to rank Number One in this particular keyword since my team and I estimated that it would generate almost 300 visitors to our site per month.
When it comes to setting realistic goals, being specific is very important. So, as a starter, you better begin with numbers in mind and be specific with your goals!
4. Measure Your Impact
Driving more sales, increasing traffic, gaining more website visitors, and becoming an industry authority – are all important factors in determining and measuring marketing success. With your construction business, you should better understand your customers to provide the best experience and give an impressive impact.
Assess your campaigns and goals, and determine their impact on your target audience. Also, always keep an open mind; all your efforts will lead you straight into your brand’s biggest growth phase.
5. Analyze Your Data and Adapt
Let’s assume you have already executed your marketing plan. It is time to analyze all the data you gathered and adapt them to your marketing objectives. Ponder important questions like, “What is not working, and what needs to stop?” “What needs to change?” Or, “Where will you continue as planned?” The answers you will get from these inquiries will help you assess better and gain helpful insights.
Assessing and adapting your marketing initiatives is a continuous effort to make sure your target marketing goals align with your business goals.
ConstructionMarketing.io will Help You Align Everything!
We never stop reminding you that your marketing goals should be aligned with your construction business goals – because while metrics look great on paper, they only hold power if they can help you achieve your business objectives. It is time to partner with us if you want everything to align (not just your goals) and fall into the right place.
As a full-service digital marketing agency, ConstructionMarketing.io will assist and lead you every step of the way. Our marketing experts and specialists will help you identify marketing opportunities for your construction business and align your goals with them. We implement a 360-degree marketing approach and prepare your business, reevaluate your business goals, and repeat the process – to strategically drive your business onward.
Alignment matters to us. So, trust that we will make your marketing and business goals meet on the horizon!