As the old saying goes, so many marketing tools, so little time.
We have tools for Facebook ads and for retargeting, tools for customer tracking and email blasts. We have reports and insights and dashboards galore. In today’s marketing world, there are a lot of moving parts, and anyone working on digital marketing is not only busy, but also needs to manage a lot of different platforms and accomplish a lot with limited resources.
All of which means that streamlining, and increasing efficiency, are so important for making the most of marketing spend and actually getting a good ROI.
How to do that?
Here are three ways:
1. Use website conversion tools that communicate with each other.
You likely have a variety of conversion tools on your website to engage shoppers. But if your tools are totally disconnected from one another, it likely means missed leads and missed opportunities to move shoppers closer to buying, whether they submit a lead form or not.
For example, let’s say you have a shopper who engages a VDP special, and maybe even converts. What happens now? In person, when a shopper expresses clear interest in a vehicle, a salesperson would offer a test drive, or help them start their trade-in valuation. Online, often what happens at this point is…nothing. Your test drive and trade-in tools don’t know this shopper is interested in a car because they don’t communicate with other tools. So the interaction ends. And the shopper hasn’t progressed much.
When engagement tools communicate, they can move the conversation forward. That means helping shoppers with what they need in the moment, building trust and keeping the buying process moving naturally. Not having these sorts of follow-up interactions actually interrupts the buying process, keeping shoppers stagnant when when they are ready to move forward, and making it take longer for them to come into your dealership and close the deal.
Having tools that communicate also allows for more efficient data storage. When tools share data, it means someone who converts on a sale offer and then starts their trade doesn’t have to enter the same information again. It also means that customer information comes into CRMs with richer information– a fuller picture of the customer, their interests, and where they are on the funnel.
2. Cut the clutter.
Have you ever seen a website that has chat and text and “speak to a rep” tools– that all appear simultaneously, all competing for the user’s attention? That’s just clutter and noise for the user. Here’s why. If they do want to speak to a representative, they are now faced with the decision of which tool to use, which adds confusion to the process. It’s like three different salespeople all approaching a shopper at the same time. Or, the following scenario could easily happen: a shopper is interacting with a chat tool, and the text tool pops up at that moment, asking them to do essentially the same thing they are already doing. This kind of redundancy means you’re overspending on tools that do the same thing, and losing leads by annoying them.
3. Connect your data, and get it all in the same place.
You may have found that it takes forever to pull data from your CRM and other sources. It can take even longer to try to create a cohesive journey out of your CRM data and your ad data. Streamlining dashboards can enable you to see a fuller picture of the customer journey so you can calculate ROI with more accuracy. Connecting your data so that you can see which of your sales actually clicked your ads can help you optimize what’s working and cut what isn’t. Connected, centralized data can save you time, effort, and money.
When it comes to digital marketing tools, less is more and communication is key. Integrate and streamline wherever you can for a better experience for customers, and a more profitable one for you.
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