Special thanks to Sean Welsh and Steve Funk for this conversation. There are lessons here for the large, franchise stores. Steve has accomplished that thing I talk about all the time...making A customer HIS customer, with more than half his sales coming from retention and referral. Enjoy!
Paul Potratz tells the story of a dealer who broke all the rules. When he stops spending on paid video and creates his own show, promoting it on social, he not only sees amazing engagement but saves thousands of dollars. This is revolutionary digital marketing.
By now we’ve all gotten used to the fact that artificial intelligence machines are watching our every move. It’s not even that we’re resigned to it– we welcome it. Most people would probably admit that if they’re buying a cellphone on Amazon, suggestions for a matching case and screen protector are actually really helpful. And think how much time you save if an online grocery store remembers your last order and can automatically fill your cart with the items it predicts you’ll want.
Dane Saville is a Founding Partner and Brand Manager for Reunion Marketing in Raleigh, North Carolina, where he has continued to develop the craft of content creation with a focus on automotive digital marketing. Reunion Marketing is a full service digital marketing agency with a focus on automotive dealerships and healthcare professionals and specializing in SEO, SEM, Social, Content, and Re-Targeting.
Setting Your Dealership’s Google Analytics Goals 101
Your dealership’s Google Analytics account is live and ready for action. The next step is knowing how to measure — and eventually benchmark — the data points most important to your business objectives.
Sean Welsh spent over 15 years working in dealerships, becoming an expert on digital marketing and automotive sales and processes. In 2013, Sean founded Car Biz Done Better with the sole purpose of being an advocate to dealers and helping them manage their vendors, evaluate their marketing, and polish their processes to become more efficient, profitable, and sell more cars. Sean has spoken at venues like Driving Sales Executive Summit and was the closing speaker for Digital Dealer 24 in April.
Sean is passionate about changing a commonplace conversation in Automotive Digital today; Sales Attribution. We at AutoSweet share Sean's belief that sales happen on a showroom floor, appointments are booked in the BDC, and opportunities for both are created by digital marketing. For a dealership to identify their gaps in execution, they have to measure the success of all those processes and not try and attribute a marketing dollar to a sale, missing the rest. Sean's podcast, "5 Minutes with Sean" is a special edition this week to talk about these ideas for AutoSweet's Website.
Check out the video below.