Hey I just figured out the easiest way to measure your digital effectiveness would you like to know? Pay attention because the solution is so simple and you don't have to spend anymore money, or learn how to use any new tools.
Ok here it is......SHUT IT ALL OFF! Yep that's right I said it pull the plug cancel all vendors, A/T, cars.com and turn off your websites. Now that i have your attention I am being extremely sarcastic however I do think many of us in this business have sat through a meeting with a GM,dealer principal or somebody else in upper management and have had the question presented to us like this: "why am I putting so much money into this and your guys are only closing 9,10,11 percent of the leads that come in? Has anybody here ever had this conversation?
(now I do want to disclose this even though my GM does classify himself as a dinosaur he's 100% committed to digital marketing and it's impact on sales) True story: Saturday this week I saw a lead in the CRM that nobody was working it was about 40 min old so I took the liberty of grabbing it. No phone# so I Sent him detailed pricing info on the pre-owned truck he wanted, then followed it up with a quick follow up vid of that truck on Social cam. fast forward to Monday,followed up again that morning with an invite to the store, guess what happened the customer miraculously showed up around 11:30 dealt with one of my pre-owned reps sold the truck,tried to get past the CRM, and then when I looked at his ad source it said newspaper,no email address etc.
Now when I asked my sales guy abut this his answer is "well he didn't say anything" btw it wouldn't have mattered he would have got the whole deal anyway. My point is this here's a customer whom inquires about a truck gets all the info, just stops in and buys but doesn't say a word. This next sentenceis for the non-believers and skeptics Does anyone think that the price quote sent to him and the video which was viewed had any impact on his coming in? I happen to think yes my GM says absolutely, and we have a pre-owned mgr who says well maybe. I bet if the price we quoted him would've been the "sticker or anything but the price I put in the notes the customer would have responded with"on Saturday you guy quoted me --------
So anyway there's my solution pull the plug and I think you"ll quickly see just ow much of an impact your digital marketing has on your business.