Charity Dunning

You should know the effectiveness of your service marketing solution! Is your fixed ops digital marketing solution working? Are you getting conversions - which is the most important online metric to your fixed ops department? Can you PROVE where those conversions came from?

February 18, 2022

Fire Your Fixed Ops Digital Marketing Company if They’re
Not Doing These 5 Things!

You should know the effectiveness of your service marketing solution! Is your fixed ops digital marketing solution working? Are you getting conversions – which is the most important online metric to your fixed ops department? Can you PROVE where those conversions came from?

Do you know how each one of your offers are working? Your analytics should give you a full set of onsite and offsite numbers for every single offer, so you know EXACTLY how many people are looking at that offer everywhere, and how many people are converting.

We have a few tips to help you immediately know whether or not the fixed operations marketing solution you’re using is effective or a waste of money, and whether it’s a transparent solution or not. Unfortunately, we run into fixed ops departments every day who fall victim to these tricks and money-wasting hacks:

Conversions, Not Pageviews

Any marketing company should know the value of conversion tracking. A big red flag to look for immediately is if your service marketing company can’t provide conversion data on your service marketing pages. This means conversions on each and every service special to each and every video landing page, assuming they offer video landing pages.

Their conversion data should focus on their content, not on webpages they did not create and manage. If your service marketing company aggregates all conversion data and flaunts it as their own, it’s simply dishonest and lacks transparency. Don’t make it too easy for your service marketing company to take credit for conversions on traffic they didn’t create!

If your service marketing company aggregates all conversion data and flaunts it as their own, it’s simply dishonest and lacks transparency.

Native Video (Facebook, Twitter, Instagram, Website)

Video represents 80% of online consumer traffic these days, so it’s a big miss if your service marketing company isn’t producing high-quality, dealership-branded videos that are instantly and automatically distributed to your native social media pages and website (not to some obscure YouTube Channel or some other social media page, but your native pages and channels). These videos should be yours to use as you please in your email marketing, website marketing, or to share directly with your in-person customers.

Keep in mind that Google owns YouTube and Facebook owns Instagram. Facebook and YouTube are not the greatest of friends. Therefore, when you share a YouTube video link on Facebook, Facebook will shrink the thumbnail about six times smaller than that of a video uploaded directly to the platform. A general rule to follow across all social media platforms is to upload native video, as it’s promoted more fairly to that audience you worked so hard to build. Your service marketing company should know these things!

Don’t sell yourself short by missing the biggest opportunity for conversions on the web today: video marketing!

Dealership-Branded Offer Videos

Just as generic content doesn’t give you an advantage over a competitor, neither does cookie-cutter video marketing. Native videos hosted on your YouTube channel should have your dealership branding, logo, pricing, tag lines, bulleted lists, dealership pictures, AND offer details, etc. (And they should be hosted on your YouTube channel.) Well-produced video content that is hosted on YOUR YouTube channel will improve SEO and get more views for your entire video library (not to mention, increase your organic reach on Google search results!).

Engagements

You should be able to go directly to your service marketing provider and ask them how many engagements occurred on each service special and every landing page, that resulted directly from their service solution. Be careful to spot when your service marketing company is aggregating all engagements from all traffic sources, including those that are not related to their marketing efforts! If your service marketing company is aggregating data from Google Analytics and not using precise filters to remove all data from all other marketing sources, for instance, then they are aggregating all engagement and conversion data sitewide – not specifically from their solution – to take credit for! Imagine a marketing company taking credit for a pay-per-click campaign you did yourself, or for the loyal customers you spent years acquiring who regularly visit your website!

It’s important as well that they can even produce conversion data for their solution. It’s a common occurrence for marketing companies to aggregate third-party data and masquerade it as their own. It means that your fixed ops digital marketing company is taking credit for engagements and conversions that are not a direct result of their service marketing solution! As a result, you would be paying for a marketing company to take credit for the engagements and conversions that you already spent time and money on to capture!

Be careful to spot when your service marketing company is aggregating all engagements from all traffic sources, including those that are not related to their marketing efforts!

Video Landing Pages

As aforementioned, video is the number one engagement tool available today. Your service marketing provider should be placing special emphasis on video marketing. Each video should have its own video landing page that grows your SEO and traffic organically, and offers clear and easy-to-use conversion tools.

This isn’t easy to do, which is why it’s often not done. But we can show you what that looks like anytime! Contact us to schedule a demo today!

RESOURCE
The Service Marketing Product Comparison Guide

Do you feel like you’re paying way too much for a mediocre marketing solution? We’ve complied some important features you should look for in service marketing providers. Plus, use the Product Comparison Guide to help you compare services and choose one that fits your service department and goals best.