For those service managers and fixed operation directors that have been at this business for as long or even longer than I have, the above number is an IP Address. Every one of your customers and prospect customers has one. The question is, are you tracking every IP address that does business digitally with you twenty-four hours a day seven days a week? Better yet, Have you sent a prospect customer or an existing customer a specific marketing message based upon the information they may have viewed on your service and parts web site? I would suspect you haven’t and actually you probably just have not realized this just may be the easiest way to capture some extra business.

Here are a few things to think about and then bring up in your next marketing meeting….

• How do I get higher conversion rates?
• How do I get the most out of my budget?
• How do I deliver a highly customized message to the people that matter the most – the ones that are looking for information on a specific service

The answer…. IP address matching, business to consumer matching, email appends and other dynamic matching processes.

If your service and parts offerings are set up correctly on your web site and you are constantly in front of your customer with a digital message directing your customer to a specials landing page the chances are you have a very large amount of unique visitors. Think of theses visitors are those that are in the comfy confines of their own home doing a little bit of research of how much the next oil change service might be on their vehicle. Maybe they are looking for a transmission service and why it should be done. None the less you know through their IP address what they have interest in right now and you should follow up their inquiry with a service special dialed in to what they are researching.

Today’s technology allows digital reporting systems to keep track of every individual who visits a website, based on Internet Protocol (IP) addresses, allowing access to a complete and permanent record of activity-per-visit. While marketers may strive to have website visitors fill out a form, or self-identify via the “contact me” button, the reality is that potential buyers are researching companies and products far in advance of their willingness to identify themselves. Studies show that up to 75% of a buyer’s research is done prior to self-identification.

So don’t wait for the customer to “maybe call” and lets use a dynamic matching process and match your online consumer with your offline database. In the latest research close to seventy percent of those that are viewing your digital specials have already done business with you. Match the incoming IP address with your existing customer database and send them a tailored message that hits on the items they viewed when they were digitally window-shopping you. I can guarantee you your conversion rates will soar, you will get more bang for you buck and your shop will enjoy the added work.