Marketing Gut Check: Tracking, Strategy, and the Truth Behind the Data

From the Yellow Chair

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Tired of guessing whether your marketing dollars are working? You're not alone. This eye-opening episode tackles the critical but often overlooked aspect of contractor marketing: proper tracking and measurement.
Most contractors struggle to connect their marketing efforts to actual results. Without reliable tracking systems, we're left making gut decisions that may feel right but lack the data to support them. I break down why tracking matters, how to implement it effectively, and why those fears about tracking numbers looking "non-local" are largely outdated in today's digital world.
Each marketing tactic serves a specific purpose in your customer's journey. Billboards build awareness rather than drive immediate calls. Direct mail performs differently in established markets versus new territories. Google search attribution reveals gaps in your retention strategy. Understanding these nuances helps set proper expectations for each marketing channel and allows you to measure true performance.
The episode explores common tracking pitfalls, including the infamous "I found you on Google" response that tells you nothing useful, overvaluing social media vanity metrics, abandoning tactics prematurely, and making reactive changes without considering seasonality. With practical advice on implementation and proper attribution, you'll gain clarity on which marketing efforts deliver real value for your contracting business.
Ready to transform marketing from a mysterious black box into a data-driven growth engine? Implement proper tracking today and start making decisions based on facts rather than feelings. Your marketing budget—and your bottom line—will thank you.

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From the Yellow Chair is powered by Lemon Seed, a marketing strategy and branding company for the trades. Lemon Seed specializes in rebrands, creating unique, comprehensive, organized marketing plans, social media, and graphic design. Learn more at www.LemonSeedMarketing.com

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Chapters

1. Why Tracking Your Marketing Matters (00:00:00)

2. Don't Fear Using Tracking Numbers (00:02:43)

3. What Should Be Tracked & How (00:04:26)

4. Understanding Customer Journey Attribution (00:07:50)

5. Common Tracking Pitfalls To Avoid (00:10:14)

6. Making Data-Driven Marketing Decisions (00:12:16)