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If You're Dealership Isn’t Using 800 Numbers To Track Internet Marketing Your Doomed!

Yes, it’s true! I am sure this isn’t news to many of the Internet Marketing Professionals that read this blog but I hope that many dealers come across this post or perhaps fellow members of ADM pass this post on to their clients, or bosses. One of the worst parts of Internet Marketing is when it goes untracked; this is by far the worst because what makes internet marketing the best is that fact that is so easy to track. There will never be a better way to track ROI on dealership marketing dollars than Internet marketing. (At least for now) If you really want to see someone’s head explode, during your next dealership meeting ask the person in charge of traditional marketing what their ROI on that Billboard or radio ad is.

The Tragedy of The Telephone
With so much time, effort, and money spent on Internet Marketing by dealerships it really is a tragedy when I don’t see phone call tracking in place. When I go into a dealership I usually double their Internet Sales, it’s really easy, start tracking the phone numbers! If you don’t track where your phone calls you are in fact doomed, now when I say that I don’t mean the doors are going to get chained up, but you will be perpetuating the spray and pray epidemic. As a search engine optimizer I like to think of myself as the spray and pray assassin. Where I see it I exterminate it like a bug, which eats $20,000 a month. The beauty of Internet advertising is all the data we get about how we spend money. There are many other tracking issues we run into but this is one that really gets us fired up, one that is easy to fix, and has literally saved jobs.

Looking at both sides of not tracking your phone calls, your Internet Department will never get the credit it deserves for driving calls to your dealership. On the flip side of that how can you ever fire vendors or advertising outlets if you don’t know exactly what kind of traffic they are bringing? Neither scenario ends well for your dealerships marketing dollar, and in tough times you need to track every dollar, cut dead weight and shift funds to marketing that is working. If you spend $5000 a month on a billboard, what it will cost you to get some 800 numbers is far less. I have used many in my day and I am sure there is a better person in here to recommend a service; I don’t want to risk making a bad endorsement. If you are not tracking your phone ups start today, you are missing valuable tracking information, information that will save you thousands of marketing dollars.

Jeremy Hambly
SEO for Dealers (read more on our blog)

Views: 37

Tags: calls, internet, marketing, phone, record, sem, seo, tracking, whoscalling


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Comment by Bryan Armstrong on November 10, 2008 at 8:21pm
Good point.Positive re-enforcement works best. Pavlov had the right idea
Comment by Ralph Paglia on November 10, 2008 at 8:15pm
I agree with Jeremy... We all liked to listen to the disaster calls and role around on the floor laughing our butts off, because when a call goes sour, it is not like the salesperson doesn't know it! The great calls had a lot more impact, especially when you could talk about the gross that was generated after the deal was made... While listening to the call... That gets everybody's attention in a sales meeting:

"OK, let's listen to the phone pop that Bill took last Friday that ended up coming in on Saturday for a 5 pounder"
Comment by Indie Results on November 10, 2008 at 8:05pm
agreed we used callsource in my previous dealership, and as long as you didn't spend too much time listening to phone calls, its really powerful to find a great call, and pass it around. I found that way more effective than focusing on terrible calls, the sales staff was young so there were plenty of those to choose from.
Comment by Bryan Armstrong on November 10, 2008 at 8:03pm
We use CallSource (they are just one of many available) but WOW! not only do you get a true ROI picture, but what a great training tool those recorded conversations become!
Comment by Indie Results on November 10, 2008 at 7:58pm
wow! great stuff! thanks for that.
Comment by Ralph Paglia on November 10, 2008 at 7:57pm

Just to emphasize your point, last August I had the privilege of reviewing data from a major OEM that mandates their dealer's websites... They also were smart enough to mandate trackable toll free phone numbers on each dealer's web site... After 7 months of YTD data was assembled and crunched... Millions of site visitors... The volume of phone calls generated by the dealer web sites was over 5 times, or 500% greater than the online web forms that had been completed and submitted.

The single greatest impact a dealer's web site has on incoming sales opportunities, that is more measurable than sourcing floor ups, is the telephone!

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