Hint: It involves implementing a digital retailing strategy with messaging woven into it. And we’ve got a guide to help you make it work. SEE HOW
Have you ever wanted to see which websites and influences during the Zero Moment of Truth resulted in the highest conversions or achieved goals set by your marketing strategy?
Do you want more information on which websites are "assisting" conversion so you can properly give them credit?
I wrote about Google Analytics Multi-Channel Sales Funnels in the past, but as I have been tinkering with the setup, it is clear that dealers should take action for better visibility in 2012.
So If you want to have greater visibility of the ROI on your 2012 Digital Marketing Investments, follow these 4 steps:
In order to fully leverage the Google Analytics data which will show the digital influences that result in the most conversions, you need to link Google Analytics and Adwords. If you are NOT using Adwords, then add that as a fifth step for 2012 action items.
You can read how to Link Google Adwords to Analytics on the Google support forum. The linking allows conversions (lead forms) from Adwords to be tracked in the Multi Channel Sales Funnel reports. Google Analytics "goals" can also be imported into Adwords for additional insights into your Adwords ROI.
You will want to be make sure that when a consumer submits a lead on your website from Adwords, that that conversion is tracked. Google Adwords provides the tracking website "code" which your website provider must install. If your website provider has technology that can't support conversion tracking, get a new website platform.
Oddly, many Adwords accounts that I view do not have conversion code installed. Without conversion code, you are shooting blindly with your Adwords dollars.
Leads are only one aspect of website traffic that you will want to track. There are many reasons why you would like to see which influences create a more engaged visitor. That engagement level can be measured in time on site or by the number of pages viewed. You may be also interested to see which influences drive consumers to specific landing pages that have value to your marketing strategy.
In the graphic above, you can see that Google preloads a number of rules that can help identify that types of websites that can assist in a conversion. Those are rules 1-7 shown above.
I am suggesting that dealers add a number of rules that specifically apply to the automotive business. You can setup a rule for your classified partners, blogs, social media sites, charitable endeavors, etc.
If you use a third party email services, you can create a rule to identify visitors from your email vendor. This will allow you to see what email blast visitors look like in the sales funnel compared to organic visitors or PPC visitors.
By setting up these rules, you can see graphically which websites in the ZMOT are assisting the most with conversions that you predefine. Google will display consumer interaction with these sites only for the last 30 days.
I hope you found this Analytics feature helpful in defining a better set of reports and processes to inspect your marketing investments in 2012. Don't snooze on this great opportunity for better visibility into your existing website traffic.
Brian Pasch, CEO
PCG Digital Marketing
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