With so many options for digital marketing providers, it is important to understand exactly what your marketing company does for you.
Your website is like a second location for your store. With thousands of visitors each month, online customers are being exposed to your dealership and brand when they search your website. That said, it is really important to be able to generate leads for your dealership. Have you looked into analytics lately? Do you know what your internet marketing company is doing for you? If not, here are five things we think everyone should ask about their company!
In the internet marketing world, sometimes people can get swept away by "buzz words" that are often unclear to the average person. Make sure you understand what you are paying for and don’t hesitate to ask for clarification if you need it! If the company you are using is trustworthy, they will provide you with any information you need.
At Ride, we understand not everyone is the most tech savvy person. This is why we strive to explain our packages to customers in a way that is clear and easy to understand.
The world of online marketing changes almost every week. It’s more important than ever to have a capable team who understands the trends and can help your site succeed. All too often, dealerships get stuck giving a company control over their website only to have them sit on their hands and stay the same. If you have used the same company for a while, look at the work they have done for you over time. Has it had a meaningful impact on your bottom line? Has their strategy evolved and improved? Or, is it full of quick gimmicks that are here one month, but gone the next? Be sure to get answers as to why certain things are being done to your website and if you have any input, make sure they listen.
At Ride, we help our clients succeed by demonstrating the correct uses of current technology. We constantly have our ears to the ground on the latest from the digital marketing world and believe that it is vital to long term success. We communicate with our dealers monthly on what we are doing for them across the board and why each item is important. The more you know about what we are doing for you, the better!
I know this may sound corny, but something you should consider is whether the company will be there for you? Are you just a number to them, or do they truly have your best interests in mind? When you call them with a question, do they help you, or string you along and push you aside? Not every month is going to be a success on the sales front, just like not every month may be a success for your internet leads as well. When things aren't going well, will your company look for solutions, or excuses?
At Ride we believe in The Golden Rule: every customer should be treated like we would want to be treated. When you call, we will answer the phone and help you! When you email us, we will be quick to respond and get your issue resolved. If your sales or leads have taken a dip, we will get to the bottom of why and start working with you to find solutions. This proactive approach will always be our philosophy, and we stand behind it.
Reporting is another area where many dealerships are told they are doing great! As a dealer, it’s difficult to be skeptical of someone telling you everything is fine, but sometimes looking into it won't hurt! Like we said before, not every month is going to result in an increase of leads and sales. The internet race is a marathon, not a sprint, so if someone is telling you every month that things are great and there is no need to be worried... You might need to do some digging. Ask them where they are getting their metrics. Ask them if you can see a more detailed report. We aren't saying every time your numbers are up to question the reporting, but we are saying if you think something might be off, certainly ask to see your metrics.
At Ride we use metrics right from the source, Google. This is the most trusted way to get real-time, comprehensive analytics for your dealership. If your numbers are down, you will know. If they are up, you will know. We work to provide our clients with transparent reports that are easy to understand. If you have any questions about your reporting, we will always be here to answer them.
This question is tough to answer- but it should get the wheels turning in your brain. If you could be getting better results, how would you know? You won’t unless you’re willing to try new strategies with your website and your marketing. A sure fire way to know you need to do something is if you’re receiving very few form submissions on a daily basis. If you can count your leads on one hand, it’s time to make a change.
The culprit could be your website... Are there enticing calls to action on your inventory pages? Is your website visually appealing and easy to navigate so customers have a positive experience? These are just a few of the many things that should be taken into consideration when choosing a web provider.
With Ride you will get a great looking website that is optimized for user functionality as well as the search engines. We have lead generation tools that help conversion rates and get you the leads you need!
If you are in the market for a new website provider, why not give us a call?
Most software companies want to lead in a particular industry. They boast of things that rarely have ever been proven. The most leads, the best tools, best customer service, even some will make crazy guarantees. It all makes for good sales, but rarely do you end up with the best platform.
It’s very hard to make an informed decision and you usually end up going with the one that had the best sales pitch, right? Here is the best way to make a decision about a platform, listen to your customers! Here are 3 easy steps to making the best platform decision.
Look at your current bounce rate! If you have a bounce rate above 40%, your customers are screaming at you that your website is hard to navigate. If it’s over 50% then it just downright stinks! If you are wired up with Google Analytics, it is a metric that is already tracked for you.
Setup two basic conversion goals in Analytics. Time on Site and Number of Pages viewed are easy to setup. You can assign a dollar value to each that meet your goals. Analytics will track them and show you a dollar figure of what your site is worth. Example: time on site, set it to 5 minutes, converted to $5. Pages Viewed, set it to more than 4 converted at $5.
Ask these sales guys to send you some details, screen prints of the analytics of some of their clients. If they are unwilling to do so then simply move on. Make sure they can send you examples of several. Compare them to yours, look beyond visitors and get right to the good stuff. How’s the bounce rate compared to your site? Are they tracking conversions, if not, then why not? You guys study balance sheets, this should be cake to you.
Here is the bottom line- your customers are telling you what they want; start listening to them. Make the decision based on facts, don’t be sold. If your website is suffering, make the move to creating a better customer experience. Consider this, what would you do if you noticed that 50% of the people that walked into your dealership showroom did a 180 and walked out. My guess, you would change things to make it more appealing. Don't wait to make changes... with Google Analytics you have some great metrics you can use to be an informed buyer. If you have problem, see if your current platform provider can fix them. If not, it's time to start looking...