Marketing ROI for Your Field Service Business

When starting a business, we know there’s a lot to think about financially. You consider the products and services you’re going to provide your customer. You think about customer service. You think about hiring friendly, knowledgeable employees. You think about retaining these employees. You think about your profit margin. You think about beating your competitors. This list of responsibilities goes on and on, especially as your company survives the test of time. Eventually, as your success grows, you think about your marketing efforts which likely includes strategies to improve your web presence, retaining existing customers, and generating new customers.

What is Marketing ROI?

At first, marketing strategies may seem simple: website design, connecting to customers through search engine optimization (SEO), social media, and advertising. Realistically, marketing in today’s world is much more complex. There is a myriad of choices you can make, and each of them costs money. Furthermore, you will need to decide whether it’s worth continuing to invest in a strategy or not. Marketing ROI stands for “return on investment.” It’s a way for you to determine if the money you spend on a marketing program actually benefits your company and increases your profit margin. It allows you to:

Justify spending money on a marketing strategy 

Marketing is expensive, and it’s important to rationalize how you spend your money and how you spend your time to develop these marketing strategies. Furthermore, you want customers to buy your product. If your marketing strategy does not increase sales, it is not working.

Justify how you allocate your resources 

There are many choices you could make when it comes to spending your money on a marketing campaign. If you decide to develop a website, online advertisements, and call tracking, you’ll want to know which efforts have a higher return. This will inform your future spending as you develop your marketing campaign.

Compare your spending with other competing companies 

As your company grows, you will want to know how your company is growing in comparison with other companies that offer similar services.

Basically, You can calculate your marketing ROI fairly simply:

As you calculate your marketing ROI, the goal is to wind up with a number that is positive, and the higher the number the better. 

At first, this calculation seems simple, however, as you consider the countless ways you can spend your money on a marketing campaign, it becomes more complex. Do you factor in employee hours to create the marketing campaign? How does a campaign stand up against the test of time? What kind of customers is a campaign bringing to your business? Of all your campaign strategies, which is most effective? All these questions will undoubtedly leave your head spinning, and in the end, you may be looking for a solution to simplify your marketing strategy and maximize your profits so that you can focus your energy elsewhere. That’s where Lobster CompassSM marketing portal steps in – we will help you navigate through a sea of data and find your way toward the marketing strategies that are most beneficial to your company.

Navigate Your Business Through A Sea Of Data

Part of accurately determining your field service company’s ROI involves understanding which marketing strategy is yielding the best results. This can get complex, especially as you try to negotiate multiple marketing channels. The FieldRoutes Compass marketing portal’s sophisticated algorithms will collect, organize, present, and consolidate data from multiple systems and then analyze that data so that you can see firsthand which efforts are paying off and which aren’t – it’s that simple.

The FieldRoutes Compass Will Consolidate Your Marketing Results

The FieldRoutes Compass marketing portal considers all your marketing efforts when presenting you with data. Additionally, the sales and marketing suite is exclusively integrated with FieldRoutesTM operations suite– the leading provider of software for field service companies. This software is a marketing effort in and of itself as it organizes your workforce, streamlines your office management tasks, provides customer support, generates leads, and reports data and company efficiency. FieldRoutes also offers sales and marketing materials that will immensely contribute to your overall marketing strategy. 

Not only does the FieldRoutes Compass marketing portal consider results from the FieldRoutes operations suite, but it also consolidates data from:

Google Search Console 

This data will help you measure how much traffic your site generates and how well your site is performing. Google Search Console assists in monitoring, maintaining, and troubleshooting your site so that you can achieve optimum performance in Google’s search results. Google is complicated, and its complexities and intricacies are constantly changing. Google Search Console will help you navigate these changes. 

Google My Business 

This account allows you and your customers to easily connect. It’s integrated with Google maps so that your customers can find you. You can also post a profile that allows your customers to see you, see what makes your business unique and contact you via phone, chat, or e-mail. 

Google Analytics

This account allows you and your customers to easily connect. It’s integrated with Google maps so that your customers can find you. You can also post a profile that allows your customers to see you, see what makes your business unique and contact you via phone, chat, or e-mail.

Google Ads 

This platform allows you to target ads to individuals who are looking for your services. When somebody searches for field services in your area, Google ads will facilitate a connection between that person and your services. 

Call Tracking Metric 

Analyzing this valuable marketing tool will help you determine how many calls you receive from your various marketing platforms. Furthermore, it factors in the length of the call, the location of the call, and whether the call lands you a customer. 

Keeping track of all this data and whether it’s effective is a lot for a company to handle. Fortunately, Field Routes Compass consolidates all this information into one easy-to-use portal so that you can have a single view of your marketing efforts. In short, you will be able to see how each of these efforts impacts your bottom line. Therefore, as your company grows and you decide how to allocate your future spending, you can do so with an understanding of what works best, what effects the most people, and what generates the most revenue.

The Marketing Portal Will Help You Make Educated Choices So That You Can Get To Where You Want To

We are living during a time of overwhelming change. In fact, it’s the only constant we know when it comes to business development and marketing strategies. The moment anyone thinks they have something figured out, systems change forcing us all to reevaluate, rethink, and re-strategize so that we can try to keep up. 

Not only will the FieldRoutes Compass marketing portal help you navigate through data, it will help you make informed decisions about your company’s future marketing efforts. Our experts at FieldRoutes are constantly researching the newest trends so that we can stay ahead of the curve. When combined with your easy-to-analyze marketing data presented through Compass’s portal, you will be able to make informed choices to maximize your return on investment.

Minimize Time Wasted And Maximize Your Marketing ROI

FieldRoutes Compass will help put your mind at ease as you travel through the rabbit hole of marketing strategies and marketing data. You will be able to see where your money is spent and what strategies yield significant returns over time. In the end, the marketing portal will help you calculate your ROI accurately and easily because it integrates all the elements that aim to contribute to your company’s growth. You can justify your spending and make informed decisions for the future. Reach out to us today for a free demonstration.

Work Cited

Gallo, A. (2017, December 19). A Refresher on Marketing ROI. Harvard Business Review. Retrieved March 5, 2020, from https://hbr.org/2017/07/a-refresher-on-marketing-roi

Gallo, A. (2017, December 19). A Refresher on Marketing ROI. Think With Google. Retrieved March 5, 2020, from https://hbr.org/2017/07/a-refresher-on-marketing-roi

Your Partner in Growth

We hope this guide has been helpful. Whether you’re looking to add efficiencies, make things easier for your employees, improve your customer experience, increase sales, or anything in between, FieldRoutes™ is committed to helping your business reach its full potential. 

The platform automates all aspects of field service operations for enterprise and small business customers that span office management, advanced route optimization, payment processing, digital sales, marketing, and customer acquisition solutions that accelerate growth, streamline operations, increase customer retention, and maximize revenue. Our operations and sales and marketing suites were built with your customers and employees in mind and can help you grow quickly, scale intelligently, and serve customers relentlessly.

Call for a Demo at 214.466.1765

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