Evaluate Your Marketing Priorities

Is your marketing truly structured to support your growth?

This assessment tool helps you identify your marketing strengths, weaknesses, and priorities based on the 6 steps of the Bridge Method.

It is designed for businesses and organizations in the construction industry and related sectors, including:

Contractors
Associations
Franchises and multi-location
Retailers and suppliers
Distributors
Manufacturers

Let’s start by better understanding your business

Please answer a few quick questions so that the evaluator can analyze your current situation and offer more relevant recommendations.

Business type: construction, specialized trade, exterior landscaping or renovation

Contractor Franchise or multi-branch Manufacturer or distributor Retailer or supplier Association Other

Company size

1-5 6-10 11-20 21-35 36-75 76+

Annual revenue $

Growth Speed

Slow Moderate Fast

What is your coverage area?

Let’s now begin the assessment of your current state

For each statement, rate yourself on a scale of 1 to 5.

1 = Not in place at all

2 = Very underdeveloped

3 = Partially in place

4 = Well established

5 = Highly proficient

= Not in place at all
= Very underdeveloped
= Partially in place
= Well established
= Fully mastered

1. Assess & plan

Make better decisions before investing

This step allows you to determine where you stand, what is working, what needs improvement, and where your marketing efforts should be focused.

Market Knowledge

We know our market well, our competitors, and the organizations that influence the decision-making of our target audiences.

1 2 3 4 5

Positioning and Brand Identity

We have documented in writing why our target audiences should choose us, along with our brand personality, tone and personas (brand guide, writing style guide).

1 2 3 4 5

Goals and Priorities

We have clear, measurable marketing goals tied to our business objectives, and we know which services, products, territories or customer segments to prioritize.

1 2 3 4 5

Planning

We have a structured marketing roadmap, tracked monthly, with an annual overview that lets us compare actions and results year over year.

1 2 3 4 5

Performance Measurement

We know which platforms, initiatives, ads, posts and audiences perform best, thanks to analytics and performance reports.

1 2 3 4 5

2. Positioning yourself

Present a credible, clear, and consistent image.

This step helps solidify the foundations of your success: brand image, messaging, website, credibility, content, evidence, and sales or communication tools.

Brand and Message

Our brand identity is professional and current, and our message is clear: our audiences quickly understand what we do and why we're relevant to them.

1 2 3 4 5

Consistency and Visual Quality

Our image is consistent across all our channels (website, social media, ads, documents, print), and our visuals, photos, videos and content convey trust, quality and professionalism.

1 2 3 4 5

Website

Our website is modern, clear, structured for visibility on Google and AI tools, clearly presents our offering, answers our audiences' key questions and guides them toward taking action.

1 2 3 4 5

External Digital Presence

Our key digital profiles, such as Google Business Profile, LinkedIn or other relevant platforms, are complete, optimized and up to date.

1 2 3 4 5

Proof of Credibility and Sales Tools

We have strong proof of credibility (reviews, testimonials, case studies, certifications, results) that we actively use on our website, in our campaigns and in our sales tools to demonstrate our value.

1 2 3 4 5

3. Generate results

Being seen by the right people at the right time

This stage measures your marketing’s ability to attract the right audiences and generate concrete results.

Depending on your specific situation, a result could be a quote request, a sale, a membership, a registration, an information request, a distribution inquiry, a job application, a franchise inquiry, or a new business opportunity.

Website Conversion

Our website regularly generates valuable actions: inquiries, sales, sign-ups, memberships, applications or contact requests.

1 2 3 4 5

Organic Visibility

Our organic / AI traffic is growing, comes from relevant searches, and we're visible in the territories, markets or segments we want to grow.

1 2 3 4 5

Content Strategy and Organic Tactics

We have a content strategy tailored to our different channels, and we support it with organic tactics: social posts, articles, case studies, collaborations or educational content.

1 2 3 4 5

Advertising Performance

Our ad campaigns (including remarketing) deliver concrete, measurable results, with quality leads or opportunities — not just volume.

1 2 3 4 5

Channel Diversification

We use other levers suited to our audiences to build visibility and stay top of mind: email or newsletters, events, trade shows, webinars, or awareness tactics (YouTube, sponsorships, public relations, outdoor advertising).

1 2 3 4 5

4. Optimize and automate

Don't let any good opportunity fall through the cracks.

This stage measures your ability to track inquiries, understand their origins, automate follow-ups, and improve your performance.

An “inquiry” can be a lead, a registration, a request for information, a price quote request, a job application, a membership application, a distributor or franchisee application, or a general contact request.

Centralizing and Managing Inquiries

We have a CRM or a clear system to centralize our inquiries, where each inquiry has a stage, an owner and a defined next step.

1 2 3 4 5

Attribution and Conversion Tracking

We know where our inquiries come from (Google, ads, SEO, social media, referrals, events or other) thanks to a system that tracks calls, forms, emails and key conversions.

1 2 3 4 5

Speed and Consistency of Follow-Up

New inquiries are handled quickly and consistently, with a clear process for missed calls, forms or messages, supported by automations (email, text, reminders, notifications) where relevant.

1 2 3 4 5

Follow-Up and Conversion

We have a clear process to follow up with people who are interested but undecided, and we measure conversion rates from first inquiry to final outcome (sale, membership, sign-up or other).

1 2 3 4 5

Ongoing Analysis and Optimization

We can measure the performance of our campaigns, our website and our main inquiry sources, and we regularly analyze this data to improve our results.

1 2 3 4 5

5. Retain & grow

Transform your marketing efforts into measurable growth.

This step measures your ability to improve what is already in place: website, pages, campaigns, customer experience, sales, memberships, recruitment, relationships, retention, and long-term value.

Listening and Collecting Reviews

We regularly collect and analyze feedback, Google reviews and testimonials from our clients, members, partners, franchisees or candidates.

1 2 3 4 5

Recommendations and Referrals

We have a strategy to encourage recommendations, referrals or shares.

1 2 3 4 5

Value and Ongoing Relationships

We stay in touch with our clients, members or partners after the first interaction, and we have strategies to increase the value of each relationship: repeat business, upselling, retention, renewals or account growth.

1 2 3 4 5

Customer Experience

Our customer experience is consistent before, during and after the sale.

1 2 3 4 5

Employer Brand and Talent

Our employer brand helps us attract the right talent, and our recruitment and retention efforts are measured and optimized just like our marketing efforts.

1 2 3 4 5

6. Train & innovate

Stay up to date on marketing, AI, and business growth.

This step measures your organization’s ability to understand marketing trends, digital innovations, and new ways to support its growth.

Marketing Skills and Data Literacy

Our team understands the basics of digital marketing and marketing data well enough to ask the right questions and make better decisions.

1 2 3 4 5

Trend Monitoring and Discernment

We follow the trends shaping our industry — including AI's impact on marketing and customer behaviour — and we can recognize relevant opportunities without blindly chasing every trend.

1 2 3 4 5

Ongoing Training

We take the time to train our teams or decision-makers through courses, conferences, webinars or reliable resources on marketing, visibility and growth.

1 2 3 4 5

Learning Culture

We have a learning culture that lets us improve our marketing practices over time.

1 2 3 4 5

Openness to Innovation

When our situation calls for it, we're open to exploring more advanced digital transformation, automation or process optimization projects.

1 2 3 4 5