Why Do We Push Potential Clients Back Out Of The Sales Funnel? - brought to you by: DTG - Digital Efficiency
Digital Efficiency, to me, means getting the most from your digital marketing and digital advertising efforts (dollars). To get the "most", I see a glaring need for the recognition and maximization of Digital Assets. Digital Assets? Digital Parts, Pieces and Flow of the same. This post addresses Digital Flow Efficiency.
Recently, while attending a Digital Marketing training seminar, an interesting observation was pointed out. What happens on your website once a lead is submitted? Our store uses Dealer.com. for their website. Dealer.com gives the lead submitting prospect a thank you message with the promise of contact coming soon. I had never thought of the message being sent. "Thank you for giving us your name and contact information... GOOD BYE!"
This is an example of what I mean by pushing clients back out of the funnel. As soon as I heard it, it was painfully obvious that the message being sent is "your done here... go elsewhere". Really? If that prospect was in your showroom (your website is your virtual showroom) wouldn't there be a bigger story to tell? Wouldn't you want to show off your service center, talk up the advantages of buying from you, give them other inventory choices and / or have a manager speak with them?
I challenge each of you to think about your website and lead submission flow;
Open your site up as a potential client would, or better yet, have potential clients use your site while you watch.
Use analytics to determine where the exit points are. Make an effort to extend other dealership offerings from these points.
Spend some real time looking at the flow going out. (We spend most of our time and money focusing on flow into the website) The term "website stickiness" is in play here.
Reduce "clicks". How many clicks must a client make to reach their goal? Are those clicks clearly identified? Do potential clients have to use multiple drop down menus to reach their desired destination? (Inventory search)
These are a couple of opportunities for just this one area. Can you add any areas for others to review and increase their Digital Flow Efficiency?
Good Selling,
DTG
Comment
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Comment by David T. Gould on February 16, 2012 at 10:07pm
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Your input is always valued Ryan. I know how passionate you are about permission based marketing. I agree that the thank you confirmation page is an excellent place to invite folks to "opt in" and join a dealer's mailing list. Your prior discussions and webinars on providing customers with an avenue, that they can control, for opting in to specific mailing "lists" are already espoused as best practice outside of the automotive industry (HubSpot - Inbound Marketing | Seth Godin) and I predict will be on the lips of the greatest automotive digital "minds" within a short time.
You are welcome to feature this post. I am honored. I hope it generates of few forward thinkers to get motivated and maximize their best potential client interactions.
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Comment by Ryan Gerardi on February 16, 2012 at 9:40pm
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This is one of those small details in online marketing that if implemented effectively can have a big effect. I saw Pasch's post on this before yours and I had left the comment that I think this thank you confirmation page is a good time to ask people to join your mailing list. I stumped that even to this day so little value is placed on permission-based email lists and if someone is prepared to send an online inquiry you have about a 30% chance he or she will be interested in subscribing to your blog or joining your list too.
Mind if I feature your post in our newsletter this month?
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Alright... Not pretending to have all (or any) of the answers. See Brian's take on this subject posted on DealerRefresh http://www.dealerrefresh.com/missing-opportunity-on-dealer-website/ . This subject deserves some research and development time and $$$'s. Think for a moment how far you have successfully brought a prospective customer down the funnel... just to boot them with "Thank You, we will be in touch soon". Glad to see the topic getting attention. DTG
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Comment by Thomas A. Kelly on February 12, 2012 at 7:08pm
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"Clay, the car dealin' dog" Clay sell well!
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Thomas, I figured the answer to your facebook comment "Great post David. see if you have any trouble finding inventory search on this site: hankgraffdavison.com" should be put here to keep thoughts together.
An example of what I mean by digital efficiency with click reduction can be found here:
Your customer could click (5) times to see 2012 Chevrolet Camaro Convertibles OR they could click on "Clay" once and be directly there.
Good Selling Clay!
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Thanks for your input Thomas. (as always) Your observations of "leased from" and "heavily modified their template BEFORE launch" show your expertise in this field.
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Good points David. Can't agree with you more. Driving traffic is useless if you only frustrate your guest with empty replies and make them jump through hoops to search your inventory. I leased from DDC a few years back and never used their auto response and heavily modified their template before launch to make it a no brainer to search the inventory. They can be changed if you insist and I did. They were great to work with.
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