technology & equipment
An October 2013 survey of small-to-medium businesses ( SMBs ) in the US building and construction industry reported that 88.5 percent of those surveyed said that Internet marketing is either quite or very effective .
The average building and construction SMB allocates 60 percent of its total marketing budget towards Internet or mobile while 31 percent spend more than 80 percent of their marketing budgets online . These statistics are consistently 15 percent to 20 percent higher than numbers across all industries , the report states , indicating a strong focus on customer acquisition through Internet marketing channels .
Companies who use digital marketing to augment traditional lead generation can boost results by using web analytics . Analytics promote a data-driven approach . You can make decisions based on metrics , not gut feelings . You can assess where marketing dollars make the biggest difference and tune campaigns to get higher quality sales leads more cost-effectively .
Yet many businesses find it hard to achieve Roi on pay-per-click ( PPC )
Web analytics allows for a more targeted approach to marketing
campaigns with Google Adwords or other channels . Here ’ s an overview of how to run the technical marketing side of campaigns .
Build the right foundation – do a website audit Before you even attempt a PPC campaign , make sure you ’ ve built a good foundation for search engine
40 S eptember 2014