The Right Part of the Story… } Where are users and what is driving sales? ◦ TV, Online ◦ NOT Print } Where are users and what is driving sales online? ◦ Google (driver) ◦ Online Reviews, Social, Portals (inﬂuencers) } What role does mobile play? ◦ Inﬂuencing sales ◦ Increasingly important tool for users during the purchase process and information post-sale 12
Various Advertising WorksTogether to Achieve Sales General Build Make Dealership Branding Considera0on Set Decision
Classify your Marketing Programs AutoTrader/ Your Website Cars.com / SEO Edmunds TV Adv on sites like Cars.com Local Branding Online SEM Direct Twi,er Radio Response Online Review Craig’s List/ Facebook eBay
Different Metrics…Branding Direct Response} Goal: Share of voice } Goal: Direct sales} Measure: You vs Your } Measure: Program -> Competition Action -> Sales} Long term impact } Short term impact} Inﬂuencer of decision } Purchase driver} Focus on people in } Focus on people in your your target target demographic in demographic purchase process
Metrics by Marketing ProgramProgram MetricsTV/ Radio • Share of voice • Opportunity to deliver your message/ point of differentiation to your target market • How much ad time do you have compared to your competition? • Amount of showroom traffic driven by promotion incentives or programs in adAuto Portals (e.g., • Compare your presence to that of your competitionAutotrader, • What is your location in search results compared toCars.com, Edmunds) your competition? • Examine the amount of traffic to your dealer page and VDPs (compared to competition if possible)Social (Facebook, • Share of voice compared to competitionTwitter) • # of followers/ # of fans • Engagement of users: reach, comments, shares • Great opportunity to get your message of 17 differentiation across to users
Metrics by Marketing ProgramProgram MetricsSEO • Content drives ranking for organic search results • Long term impact when make changes for SEO • First select the terms you want to rank highly on – this should be done in context with your competition and your points of differentiation as well as what is most important to your users (choose terms that have high search traffic) • Work with ﬁrm to create content and design site to support good SEO for those target terms • Baseline + measure rank of those terms every 60-90 daysSEM • ROI • CTR -> Leads -> Sales • Examine by site (search engine) • Examine by keyword • Target your brand, but also other strategic keywords • Understand which sites and keywords are driving 18 leads, not just traffic
Metrics by Marketing ProgramProgram MetricsOnline Reviews • # of Reviews(Google+ Local, Yelp, • Score/ RankCars.com, Edmunds, • Recency of reviewsetc.) • Focus on those that are most important to your consumers (examine traffic to the sites)Your Website • ROI • Traffic -> Leads -> Sales • Users at your site should convert at a higher rate – do everything to capture leads at your site3rd Party Lead • ROIProviders • Leads -> Sales • Look at conversion by provider and cost to determine most effective channels • Work with vendors to improve if possibleListing Services (e.g., • ROIeBay, Craigs List) • # of Listings -> Leads -> Sales • Improve listing to increase # of Leads 19
Try New Things … Optimize or Experiment Discontinue Evaluate Measure
Improving Google+ Score} Problem: No rank on Google+ Local, no customer testimonials for website or Facebook} Solution: ◦ Implemented review management solution to provide notiﬁcations of new reviews, tracking of scores on 3rd party sites, a tool to encourage customers to review, and training} Results: ◦ In 3 months, obtained over 45 internal reviews for website and Facebook ◦ In 3 months, obtained 28 reviews across both dealership on Google+ Local, and a rank of 28 out of 30 and 30 out of 30
Choose Best Website IncentiveLead Capture Solution} Problem: Pop-up coupon vs behaviorally targeted slider} Solution: ◦ Turned off pop-up coupon ◦ Implemented website slider to present targeted calls-to- actions to customers based on browsing behavior} Results: ◦ Website slider produced twice as many sales as the pop-up coupon ◦ Continued to optimize slider by testing colors & calls to action
Improving Conversion onWebsite} Problem: Capture more leads from the website} Solution: ◦ Implemented website slider to present targeted calls-to- actions to customers based on browsing behavior ◦ Tested different calls to action and colors – analyzed results to determine which ones to implement on a permanent basis} Results: ◦ Increase in website leads due to slider = 34% ◦ Increase in website sales due to slider = +20%
Conclusions} Pay attention to the right part of the story} Measure the right metrics for each program, and optimize over time} Determine strategic areas of focus and experiment with new programs and tactics} Vickie Gibbs, firstname.lastname@example.org, @AlbrightDigital, @VGCBC
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.