Lead Management: How Good Dealers Measure The Most Vital Metrics

Common sense dictates that you can’t manage and improve upon something without first knowing what needs to be managed and improved. This is true of all forms of digital marketing, but it’s particularly significant when we discuss the most crucial metrics pertaining to dealership lead management. Why? Because some CRM metrics are more important to measure than others; basic KPIs like CLV and clickthrough rates aren’t as critical for auto dealers to track as, say, appointment or closing ratios.

Lead Management Metrics to Measure

So, how do you define the most vital metrics for dealerships to track? And, most importantly, how does one even measure the right lead management KPIs? Let’s see how deep this rabbit hole goes.

What Lead Management KPIs Must Car Dealers Monitor?

Quality Response & Response Time (Time to Convert)

Most dealers know about the critical 72-hour window to turn a lead into a sale. But that window closes a smidge with each passing year, as the newest crops of shoppers—shoppers of the younger, I-want-it-now generation, that is—expect more urgency from their chosen dealership. If dealers aren’t sending timely first responses, either by text, email, or phone, those leads are likely to dry up in mere hours. So, measure your response times in seconds and minutes, not hours or days.

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Benefits of Traditional Media Marketing

Traditional advertising is dying (and that’s just fine).” “6 Reasons Traditional Advertising Is Dead.” “Yep. Advertising Is Dead, so What Now?” All over the internet you can find articles similar to these, ready to pronounce traditional media marketing dead while also professing the importance of savvy digital marketing strategies such as search engine optimization and paid search campaigns.

Marketing pathways

Granted, these sources may be a bit biased (most go on to offer their digital marketing services as an alternative), but could there actually be some substance behind their claims? Could it be true that traditional advertising is no longer valuable at all? The short answer is: of course not.

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Dealers, Here’s How to Use Digital Marketing to Sell More Cars

A lot of dealers are hesitant to dive into the giant swimming pool that is automotive digital marketing for a variety of reasons. Whether you’re a seasoned vet who is skeptical of new options or you’re worried about tracking ROI, there’s no better time than now to get your digital marketing up and running.

We know that traditional marketing is comfortable as it has been around about as long as cars themselves, but digital marketing isn’t anything to be afraid of; take our word for it. Follow our advice below and you’ll be on your way to selling more cars in no time.

Online-Car-Sales

It’s Time for Dealers to Get Digital

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Embrace Online Reviews to Help Your Business Thrive

  Embrace Online Reviews

Embracing online reviews may seem chancy, but it reality it’s a must! The reality is that whether you choose to participate or not, consumers will find places to review your product and services or seek out those reviews.

Yelp and Google+ Can Post Your Business Information without Your Consent

Have you ever Googled your business and stumbled across a business listing for your company that you know nothing about? There is a reason for this. Places such as Yelp and Google+ purchase basic business information through third party data companies, or gather information through user alerts about a new business opening, and populate their forums with what they find – thus giving consumers a forum to review your company.

No They Won’t Remove Your Profile and They Don’t Have To

You may ask to have your business profile removed, but legally they don’t have to, and since it is their belief (and business model) that consumers should have the right to talk about what they do and don’t like about products and services they purchase, they won’t remove it. However, many sites such as Google+, will allow you to correct or update information about your business including your address, phone number and hours. Once you claim your business profile you are able to respond to online reviews on behalf of your business. The key to reputation management is response. Read this Opportunity Max blog to find out how you can claim your business on sites such as Facebook, Yelp and Google.

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SEO Content Development Tips

As Google makes their updates and other search engines come into play, it’s a great time to think about how you can stay ahead of the game in 2015. Do you know if you’re producing quality content? If you’re selling a product that can be bought elsewhere, how do you separate your approach from your competition? Do you offer real value that consumers won’t find anywhere else? What do you do to get people to read your content? These are some questions you should be asking yourself when it comes to SEO content development. Check out our 5 tips for SEO content development below:

1. Keyword Research

seo-content-keywords

Before you start creating great content, the most important factor is performing keyword research. There are online tools that you can use to find out what people are searching for online in your local area. Make sure you do thorough research of keywords to find out how often those words are searched in an average month. With this information you then want to use those keywords to produce content that effectively “answers” their search query. These are now called your target keywords.

2. Use of Keywords in Page Content

No matter if you have the quality content already written or if you’re going to start creating, you should look for opportunities to implement your target keywords within the content. The key here is to make sure your content is original and sounds natural. Be sure to not keyword stuff or use any other black hat SEO practices. Write for the reader, not the crawler.

Be sure your website has the following pages and include your keywords within these pages:

  • Homepage – The content on this page should include your main goals and what your site is offering.
  • Category Pages – You should have separate pages for each of your services. If you combine them onto one page then it makes it harder for Google to understand what that page is about, which can affect your ranking.
  • Product Pages – Be sure to include separate, SEO-friendly landing pages for each of your products.
  • About Us & Contact Page – Include a page that has your business hours, directions, locations and any contact information. This page should be easily found on your website.
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Twelve Strategic and Tactical Tips to Improve Your Local SEO Ranking

Local SEO Target Ranking

Be On Target For Local SEO Ranking

Most of the businesses we work with at Opportunity Max rely heavily on local traffic for their leads. Given that, we’re sharing some great strategies that we use to increase local SEO ranking and traffic to websites. If businesses follow these tips they should see an increase in their local SEO traffic whether they work with us or manage their digital marketing in-house.

Focus on Directory and Business Listing Management

Creating and maintaining local business listings improves SEO, brand management and visibility.

  1. Create or claim accounts on Google+, Yahoo Local, Bing Local and Yelp. These create legitimate links to your website and give valuable information to potential customers. Having these listings updated and accurate also makes it easier for customers to find you.
  2. Directories have more weight than ever with local SEO. Research and find the directories that are appropriate for your industry, and make sure you are listed in them and that all of your information is up-to-date. If you’re in the automotive industry for instance, you’ll want to ensure your Edmunds, Cars.com, Autotrader and DealerRater listings are up to date.
  3. Have a local address and phone number for the area you are targeting. Make sure to use the local address and phone number in the directories that are region specific. Be consistent and use the same phone number and address with all of the local listing sites.

Don’t Forget About Customer Reviews

Customer reviews have always been important. Did you know online reviews are also one of the primary ranking factors for local SEO?

  1. Have your sales people get involved in your review generation efforts. You can provide your sales staff with cards to share with customers telling them where they can leave a  review or share feedback about their experience. If you have their email address, you can even send them an eblast as a follow-up and directly link to your review pages.
  2. Manage your reviews. Good or bad, if someone took the time to write a review, you owe them the respect to respond to it. Even negative reviews can be turned positive if you take a proactive approach and respond with a comment that is unique to the situation. Be sure to give the unhappy customer an action they can take to help resolve the issue.
  3. Place good reviews on your website in a testimonial area or as a call out quote. This creates new content on your site and can be good for branding.

Make a Commitment to Community Involvement

Becoming involved in the community you serve is good for branding and building trust. Did you know that community involvement can also have a positive impact on online local ranking through link sharing and local press?

  1. Get involved in the local community. Join the Chamber of Commerce.
  2. Sponsor a charity event.
  3. Network or speak at local meetings and events.

Be Aware of Other Back End Considerations

In local SEO, and all SEO for that matter, the way that information is coded on a webpage is almost as important as the content itself.

  1. Each landing page URL should include the city and state name if possible. If this isn’t possible in the URL structure, be sure to include it somewhere within the page content.
  2. Make sure each landing page only has one H1 header. If possible, you can also include the city and state names in this place.
  3. Slow load time on landing pages can have a negative effect on local SEO. Be sure your website  has a quick load time.

Improving your local SEO isn’t something that will happen overnight. But if you follow these tips, and keep up-to-date on changes as they develop, you can improve your rankings. To consistently improve or even maintain your local rankings it’s important to keep track of algorithm changes, do a lot of research, and be willing to constantly fiddle with your digital marketing strategy. Opportunity Max knows that there are a lot of things to take into consideration when managing your digital marketing strategy. Why not sign up for a free TechCheck analysis to find out where your digital presence is at today and how we can help you improve it?

Source:

http://moz.com/local-search-ranking-factors

http://www.searchenginejournal.com/rank-well-local-search-results-3-leading-experts-weigh/118956/

LinkedIn Profile Management: Metrics to Watch

LinkedIn Gil C / Shutterstock.com

“Active participation on LinkedIn is the best way to say, ‘Look at me!’ without saying, ‘Look at me!” – Bobby Darnell

Are you one of the 300+ million registered users worldwide on LinkedIn? As the leading professional social network, LinkedIn has become the social media mecca for networking with industry professionals. Like managing any social media channel, it’s beneficial to track certain metrics over time to evaluate your progress and success. If you’re unsure where to start, we’ve put together a list of the top metrics to track on your personal LinkedIn page.

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How to Make Lead Management Metrics Actionable

Last week one of our blogs focused on using lead management metrics to measure success. While it’s one thing to look at the data and see if your business and sales team are performing to standards, it’s another to understand what that means in terms of an action plan. If you’re falling short, how do you fix it? Are there steps you can take to turn things around? Keep reading to find out how to interpret your data and make it actionable. Stop sign with "time to improve"

Closing Rate

Your closing rate paints a picture of how often your team is turning a lead into a sale. If you see under-performance here, dig deeper by calculating your closing rate by lead source.

Are there certain lead sources that are closing higher or lower than others? Take a step back and evaluate the factors that are making it easier or more difficult for your sales team to sell customers from each lead source. For example, are you offering your bottom-line price on a specific lead source?  Is that source performing better than others? If so, that may imply that cost is a driving factor for your customer base and by offering lower prices, you’re out-pricing your competitors. Do lead sources offering coupons or incentives close at a higher rate than others?

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10 easy ways to succeed at auto dealer marketing

  How not to fail at auto dealer marketing   A recent landmark online customer survey by Google revealed this about car buyers:

  • 71% use a search engine
  • 61% search dealers’ online inventories
  • 59% comparison shop cars online
  • 56% seek information from a dealer website
  • 53% request an online quote
  • 49% search online for a dealership

88% of consumers research retail businesses online before they buy. In fact they check out, on average, 10 sources during their search. “What we have here is a failure to communicate.” Understanding that famous line from the movie “Cool Hand Luke” is the key to a successful digital marketing strategy.

our top 10 ways to succeed at auto dealer marketing:

  1. “Inspect what you expect.” It means don’t take anything for granted. Examine your entire digital marketing footprint, diligently seek out points of failure and fix them immediately.
  2. Review your website’s heat and scroll maps to see which pages are the most effective and which need an overhaul.
  3. Conduct “mystery chats” to make sure your BDC staff is following up every hot lead.
  4. Freshen up your customer emails with new, compelling graphics.
  5. Motivate your customers to visit your dealership with exciting and unique themed events.
  6. Take out your smart phone, do a search on Google or Yelp and find out whether you’re a one-star failure or a five-star superstar compared to other dealers in your area.
  7. Investigate what your competitors are doing. Conduct mystery shops. Gather intel. Get inside their heads. Then counterattack with a strategy that neutralizes their effectiveness.
  8. Demand accountability. Hold your team to the same standard of excellence you hold yourself.
  9. Write blogs featuring helpful car-maintenance tips which also include service special coupons
  10. And finally, do the little things right.

If you put just some of these suggestions into practice and then make sure to execute them consistently, you will see improved results.

Is your online reputation worth only a “fistful of dollars?”

OppMax.Fistfullofdollars.040814.KRM

The good, the bad and the really ugly truth about accountability

He traveled the West alone. He was accountable to no one except his own conscience. A “high-plains drifter” with a quick draw and even quicker wit. A gunslinger with a reputation to die for.

 “Crazy bell-ringer was right, there’s money to be made in a place like this.”

Clint Eastwood,  A Fistful of Dollars

It’s been said that the Internet is the new “Wild West” of marketing. It’s a place where the rules of engagement are always changing. There’s always a new sheriff in town, which means your reputation will either make you a hero or be your death sentence.

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