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Have a bit more time? Read this full post to learn more about why you need to use attribution in your automotive marketing efforts.
You know how the saying goes: 50% of marketing works — you just don’t know which 50%.
Well, chuck that saying right out the window. Give it a good throw, and never look back.
Although that maxim may have been true in the days of traditional outbound marketing (where print and television ads ran rampant), the advent of the Internet and digital marketing has completely redefined marketing and the ways with which we can measure it. You can now pinpoint exactly what’s working in your marketing efforts — and just how well they’re getting the job done.
To do so, all you need is attribution.
Attribution: The Source of Auto Marketing Insight
If you want your Facebook and Google ads to show up as a lead source in your analytics and customer relationship management (CRM) software, those ads need to be tagged. This simple step is known as attribution.
When you attribute your digital marketing leads this way, you can easily measure conversions and pinpoint exactly what works online for your dealership — allowing you to spend your time and money where it actually matters.
Learning how to use attribution and analytics will help you calculate your return on investment (ROI). It will also help you increase efficiency by cutting out the marketing fat.
If you’re thinking, Calculating ROI while increasing efficiency? Sign me up! — then you’re in luck.
Next week, Scott will be hosting a webinar series that will teach you how to measure your digital efforts and make sure your attribution shows up in your CRM as well as other marketing reports. He will even break down the series into two parts to ensure you get the whole picture.
Register for both webinars, or read on to register for just one.
Part 1: Attribution and Analytics | September 6
In the first webinar, Scott will explore what attribution for auto marketers is, the different ways of calculating attribution, and what a conversion is worth. From last-touch attribution to multi-channel attribution, you will learn how to attribute ROI and what assumptions should be made to have an actual ROI number.
Scott will then work through adding attribution into your analytics and CRM software, showing you how to include ROI with your daily and weekly reports.
This attribution and analytics webinar is the perfect way to understand how to start measuring your marketing efforts and how to let analytics technology do the hard work for you. Who can pass that up?
When: Tuesday, September 6, 12 p.m. CST
Part 2: Attribution and Facebook Ads | September 9
In the second webinar, Scott will guide you on a deep dive that explores attributing car sales and service to Facebook and Google ads, online links, and other digital marketing efforts.
The webinar will start with Facebook ads and how to calculate the conversion from a specific ad (or even a specific card within a Facebook ad carousel). Scott will then continue to Google AdWords and links on your websites. He’ll end with an explanation of tracking traffic, activity, and conversion to specific links, ads, and keywords.
Combining your knowledge of attribution and analytics in the first webinar with the strategy in the second webinar will give you all the tools needed to properly attribute (and get credit for!) your digital marketing efforts.
Calculating ROI can be difficult, but it’s the most important part of a digital marketer’s job. Attend this advanced session to learn what you or your employees should be measuring and how to measure it.
When: Friday, September 9, 12 p.m. CST
Register for Both Webinars
Register for both webinars to get the most out of this series.
Even if you can’t make it live, we’ll email you the full recordings from each webinar.