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I sat down recently with one of our Digital Performance Managers, Kelly, to get an inside look an inside look at her daily life and best practices.
Kelly was asked what she feels as the most important aspects of her job, which she stated, “I think the most important part of my job is helping our clients. We play a role in generating leads for them. It's just as important to follow through and help them with their processes so they can close the deal. At the end of the day, leads won't do much if the dealership doesn't handle them correctly.”
In order to properly help our clients Kelly and our other Digital Performance Managers have instilled best practices, which they follow on a daily basis. “The big picture of best practices for digital is to have an understanding of what's important for each platform and how to implement an appropriate strategy for each. What works on Facebook doesn't necessarily work for AdWords. It is also key to differentiate clients. Much like the different platforms, what works for one may not work for another. Attention to detail is also critical. There are so many moving pieces in what we do and it's critical to not lost track of any of them.”
During their day they are faced with challenges, highs and lows, as well as misconceptions. Kelly let me know that the biggest high for her is “Making conversions and seeing successes. It's gratifying to notice a trend and capitalize on it to get more conversions. Seeing a strategy pay off is a good feeling. At the same time, seeing a successful campaign that a client wants to pull the plug on is a bit of a low.” Although it is a low for us, we move forward with what the customer wants, giving our suggestions and feedback along the way. Retargeting is great for our clients and us, we understand that it can be slightly creepy for someone who is shopping online and then they see an ad on their Facebook page for the car they were just looking at. It isn’t meant to feel like Big Brother watching you, simply a way to stay in the forefront to keep from being forgotten about. Customers are retargeted, or followed, so that the chance of making a conversion becomes higher.
The next time you are shopping online, then later see ads following you around the Internet, keep Kelly in mind and all the hard work she and her team members put into building these campaigns. If you would like to hear more about the campaigns Kelly puts into place, contact us today!