Digital Efficiency, to me, means getting the most from your digital marketing and digital advertising efforts (dollars). To get the "most", I see a glaring need for the recognition and maximization of Digital Assets. Digital Assets? Digital Parts, Pieces and Flow of the same. This post addresses Digital Flow Efficiency.
Recently, while attending a Digital Marketing training seminar, an interesting observation was pointed out. What happens on your website once a lead is submitted? Our store uses Dealer.com. for their website. Dealer.com gives the lead submitting prospect a thank you message with the promise of contact coming soon. I had never thought of the message being sent. "Thank you for giving us your name and contact information... GOOD BYE!"
This is an example of what I mean by pushing clients back out of the funnel. As soon as I heard it, it was painfully obvious that the message being sent is "your done here... go elsewhere". Really? If that prospect was in your showroom (your website is your virtual showroom) wouldn't there be a bigger story to tell? Wouldn't you want to show off your service center, talk up the advantages of buying from you, give them other inventory choices and / or have a manager speak with them?
I challenge each of you to think about your website and lead submission flow;
Open your site up as a potential client would, or better yet, have potential clients use your site while you watch.
Use analytics to determine where the exit points are. Make an effort to extend other dealership offerings from these points.
Spend some real time looking at the flow going out. (We spend most of our time and money focusing on flow into the website) The term "website stickiness" is in play here.
Reduce "clicks". How many clicks must a client make to reach their goal? Are those clicks clearly identified? Do potential clients have to use multiple drop down menus to reach their desired destination? (Inventory search)
These are a couple of opportunities for just this one area. Can you add any areas for others to review and increase their Digital Flow Efficiency?