138: AEC Marketing Metrics Tips
In this week’s episode, I unpack a critical topic for every marketer: the importance of visualizing AEC marketing metrics, especially within our specialized industry.
The Real Deal with Data Visualization in AEC
A 2014 ITSMA survey revealed that a mere 25% of marketers believe they can measure their marketing’s tangible impact. While the data might seem a bit dated, I suspect that this percentage hasn’t burgeoned significantly, especially in the AEC industry. The key to hopping into that elite 25% club? Effective visualization of AEC marketing metrics. Here’s why it’s indispensable:
It clarifies intricate data for stakeholders.
It merges results from diverse channels.
It enables informed decision-making.
It strengthens intra-team communication.
It pinpoints areas needing a tune-up.
Navigating AEC Marketing Metrics
With an ocean of metrics out there, it’s vital to zero in on those that resonate with your objectives. These can span from brand awareness metrics like social media reach to content resonance metrics such as conversion rates.
Attribution in AEC Marketing Metrics
For those of us in AEC marketing, comprehending the pathway leading to opportunities is paramount. Enter the Campaign Attribution Model. This tool is pivotal in helping allocate credit across an array of client touchpoints.
Establishing Benchmarks and Targets for AEC Metrics
Before embarking on any AEC marketing endeavor, get a grip on your current status—your benchmark. Once that’s set in stone, keep tabs on your momentum—your trends—to lay down realistic and actionable targets.
Harnessing the Right Tools for AEC Marketing Metrics Visualization
Having the right tech arsenal is transformative. Whether you lean on Excel or opt for more niche software, these platforms don’t just spit out numbers; they offer clarity and underpin strategy.
Opting for the Right Data Graphic
In the world of AEC marketing metrics, how you portray data is monumental. Be it line charts for sequential tracking or bar charts for side-by-side comparisons, the apt visual can elevate comprehension.
In wrapping up, diving deep into AEC marketing metrics and their visualization isn’t just about numbers. It’s about achieving clarity, making data-driven decisions, and sketching a lucid roadmap in AEC marketing.
Episode Highlights:
Below are a few highlights from the episode.
The Power of Visualization: In the AEC space, a mere 25% of marketers can definitively measure their marketing’s impact. To be in this elite group, it’s crucial to understand and effectively visualize AEC marketing metrics.
Key AEC Marketing Metrics: I dive into the essential metrics tailored for AEC marketers, covering everything from brand awareness (like social media reach and media mentions) to content resonance (conversion rates, time spent on pages, and social engagement).
The Campaign Attribution Model: This tool is vital for AEC marketers to decode which touchpoints in a client’s journey deserve the most credit. Whether it’s an initial conference meeting, a webinar, or a face-to-face discussion, understanding where your leads come from helps fine-tune future marketing strategies.
Benchmarks & Targets: Before setting sail on a marketing journey, it’s vital to know where you’re starting (your baseline). Monitoring momentum (through trends) is equally important, helping to shape realistic and actionable targets in the AEC marketing landscape.
Links mentioned in this episode:
Rate, Review & Subscribe on Apple Podcasts
“I love Lindsay and Marketers Take Flight.” <– If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — fly through the proposal turbulence and have their careers take off. Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode!
Also, if you haven’t done so already, follow the podcast. I add secret bonus episodes to the feed often, if you’re not following, there’s a good chance you’ll miss out. Follow now!
