Earlier this month, we held our second round of Digital Marketing Certification Courses at the Sheraton Eatontown Hotel for General Managers/Dealer Principals, and our first course for General Sales Managers/Internet Sales Managers. Hosting the courses this month was another great experience, and we are thrilled to have gotten some positive feedback that we couldn’t wait to share!
See what key dealership employees are saying about the courses:
By Brian Pasch
As a follow-up to my recent post on Google Analytics Bounce Rate, I wanted to demonstrate how to setup a goal to see how many leads are being submitted from consumers Google classifies at “bouncers.” As I stated, Google has a blind spot when people are deep linked to a page and convert.
“According to Google Analytics they spend ZERO SECONDS on your website but in fact that is false. – Brian Pasch”
In the screen shot above from Google Analytics, in the two week period, 24 people submitted lead forms, on a Dealer.com website, who stayed on the website on average 4+ minutes. In this same period, 4 consumers submitted a lead which Google says only stayed ZERO SECONDS. Of course these consumer stayed more than zero seconds. However they only visited one page and left.
We are excited to release the Digital Marketing Certification Course schedule through the rest of 2014! This fall will be filled with a variety of different courses and dates to fit the needs of your dealership’s leadership team.
This continued education program began in June, starting with one course exclusively for General Managers and Dealer Principals. Since then, the popularity of these courses has grown and extended to General Sales Managers, Internet Sales Mangers, Digital Marketing Managers, Fixed Ops Managers and After Sales Managers, as well.
“Hosting these courses over the past three months has been a rewarding experience,” said Brian Pasch, CEO of PCG Consulting. “We are delighted by the enthusiasm and feedback from our attendees and are excited to continue them through the rest of the year and expand even more in 2015.”
Mark Your Calendar For These Course Dates
What is the upside and downside of changing my automotive dealership website platform?
That question is often posed to me when I conduct digital marketing training programs and automotive workshops. I wish there was a simple answer to that question. However, I can answer the question better when I know the dealer’s existing website platform and the new platform that the dealer is considering.
When a dealer is considering a change in their website platform, here are some things they should consider:
- ♦ Is the mobile experience significantly better on the new platform? There are a number of excellent mobile website solutions on the market for car dealers that could represent a significant upgrade in consumer engagement. With tablet and mobile traffic rising to 50% of dealership website traffic, the ability for a new website platform to present relevant content in a multi-screen world is extremely important.
- ♦ Does the website provide robust vehicle engagement analytics? As dealers understand that they need to inspect consumer engagement on Search Results Pages (SRP) and Vehicle Detail Pages (VDP), website platform providers need to provide better reporting tools. Websites that show engagement statistics by make and model will help merchandising strategies. Seeing vehicle engagement by marketing radius can help fine tune digital marketing investments. Google Analytics is very limited in providing accurate vehicle engagement data so your next website provider should close that information gap.
- ♦ Does the website have an open API for data and report sharing? As dealers get more sophisticated in data analysis and analytics, website that have an Application Program Interface (API) to allow custom report generation will win more dealers over. Automotive dashboard tools like ROI-BOT are leading the way to encourage website vendors to catch up with other industries and allow data portability.
- ♦ Does the website have tight integration with your CRM platform? As dealers increase their reliance on CRM software, it is critical for your next website to pass rich data to the dealership’s CRM software. Passing referral data and website shopping data to the CRM, when a consumer submits a lead, will allow dealers to create better email responses and tailor their phone conversations.
- ♦ Does the website have design limitations? Dealers must share with a new website vendor a list of plug-ins, third party merchandising tools, and framed software products they are currently using on their current website. Dealers must also be aware of any OEM requirements and limitations imposed on website design. Dealers must confirm that the new website provider has existing OEM approved designs in production. Do the appropriate research to make sure the next website company is not learning about OEM requirements on your dime.
By Brian Pasch
It wasn’t 10 years ago that car dealers argued that auto shoppers were not significantly influenced by online reviews. I remember how “annoyed” dealers were that they had to “deal” with annoying consumers who posted bad stories about their business online. Until recently, auto dealers chose to ignore the power and influence of online reviews. Today, many OEMs are requiring auto dealers to subscribe to an online reputation management service.
Automotive online review website pioneer Chip Grueter, founder of DealerRater.com, was ahead of his time. I know that he took a lot of heat from car dealers who thought his site was predatory. Today, it is clear that online reviews have the power to differentiate a dealership to online shoppers. When dealers embrace the reality of online reviews, and create a customer centric business model, they can sell more cars and increase their market share. The majority of consumers will post a positive review if you just ask them.
2014 Local Consumer Review Survey