Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Stephen Cravens

Stephen Cravens Marketing Director

Exclusive Blog Posts

Top 6 Things Car Dealers Do To Make Car Buying Difficult

Top 6 Things Car Dealers Do To Make Car Buying Difficult

[youtube https://www.youtube.com/watch?v=3R7Y3kZIDVg] Your Turn To Drive discusses Top 6 Things Car Dealers Do To Make Car Buying Difficult.  Jim D…

Choose the correct CRM for your dealership OR pay dearly

Choose the correct CRM for your dealership OR pay dearly

With all the CRMs on the market today, finding the right one for your dealership is becoming more challenging than ever. There have been massive changes in…

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

Looking for a new way to win over people more likely to send a text message than to call? Set up this free message extension for your text ads on the Googl…

Must-See NADA 100 Expo Displays for Fixed Ops

Must-See NADA 100 Expo Displays for Fixed Ops

New Orleans is ramping up for the 100th anniversary of NADA, and the convention promises to be outstanding. You’ll be entertained at the NADA100 Carn…

Why Social Media Marketers Won’t Replace Your Sales Team

Why Social Media Marketers Won’t Replace Your Sales Team

Social media is changing the marketing profession in remarkable ways. According to the Public Relations Society of America (PRSA), the social media analyti…

Does Your Website Have a "Call" to Action?

Call tracking helps dealerships capture prospective customers at the point of interest, when they show intent, rather than prompting an email form to generate a call later. Data (and intuition) shows this leads to higher conversion rates and happier customers. 

However, as businesses devote more of their marketing budget to digital platforms, we notice they often devote more energy to tracking online responses only. If your main focus is electronic shopping carts and forms-fills to service customers, that’s great, but the automotive sales process is a highly consultative one, and you may be underwhelming your prospects who prefer human interaction right away if your call-to-action is a form-fill.

This presents a dilemma for general managers:  How do you optimize your website to present the right calls to action, including addressing those who want to have a question answered and make an appointment all in the same sitting?

Until now, measuring phone responses has been hit or miss (think: How did you hear about us?). That, plus the need to have a friendly, patient sales agent live and ready provides reason for many Internet managers to de-emphasize phone calls as a lead source to be optimized.

Breakthroughs in call tracking innovation, however, provide marketers the ability to quantify the offline impact of their online presence at a keyword level. By showcasing a clearly displayed telephone number on your website, prospects can simply call for information to help finish the sale. Otherwise, the alternatives almost always end badly – either the session times out or the customer goes elsewhere to make the appointment.

This measurement revolution is made possible because of the great strides in call tracking sophistication over the years. Call tracking has historically consisted of telling the merchant how many callers came from a particular media type (i.e. billboard, yellow pages etc).

Today, advanced call tracking solutions provide a hitlist of actionable data that shows the full picture of responses from every sort of digital campaign (PPC, organic, email, display) that drives a phone call. This means Internet managers can now quantify the offline impact of their online presence at a campaign level by identifying which keywords are generating phone calls.

We're working hard to create these call tracking tools and more that allow businesses to gain greater insight into how their marketing dollars are performing. Our goal is to bring accountability to what used to be a guessing game, making advertising measurable and our dealers smarter marketers.

Lindsey Auguste
I really like this post. It's important for us to remember that it doesn't have to be internet marketing vs. traditional marketing, but they can actually work hand in hand to make them both more efficient and successful. Thanks for posting.
Stephen Cravens
Thanks for the comment, Lindsay, totally agree! We're all after the same thing, which is to help dealers get better at handling their leads no matter where they originate.

 Unlock all of the community & features  Join Now