CONTENT & CREATIVE

That’s right. Throw the GA Dashboard on the screen and describe what you see to those who will listen. Extra credit if the audience has “Chief” in his or her title, and bonus points when you connect a marketing activity to a spike in organic traffic and conversions.

Every Business Has One. How many site visits does it take to generate a VDP view in your dealership? How many of those will constitute a lead? A test drive? A sale? Name the percentage of decay between each level and track them religiously. When the percentage changes, dig to learn why. Then amplify that action to change the dealership’s return on the same investment. And shame on you if you don’t show the “math” to the people that count.

If your team does any advertising at all, they need to be testing the message. How do you know that the billboard message will work? Let’s not “take a stab at it” to the tune of $10K a month. Instead, use social to test several messages. The one with the most engagement is the winner. Put that on the billboard. (Or better yet, don’t buy a billboard at all, and stick to digital. But that’s a blog for another day.)

Get scary. Demonstrate the obsolescence of devices, technologies. [Shout out to Nate on the MLive content team, with whom I had a big laugh last week about holding the handle up on my car door to lock it…in 1992.) But don’t let the conversation stop. Point out the model for today, and keep the convo going.