In Part 1 of this article series, I discussed some outside-of-the-box marketing techniques that I have tried with my HVAC business. They have proven to be successful techniques for my business, but did not come without trial and error.
The bottom line is that, whatever marketing techniques you try, you will only find success if you measure these efforts and determine if they are truly helping your business. This means considering things like customer acquisition cost and customer lifetime contribution margin. Those may sound like intimidating terms, but these numbers can let you know just how much money you’re making, or losing, from certain marketing techniques. They can also help determine what is working and what needs to be adjusted.