How to Avoid Scams and Control Your Marketing
If a large firm has marketed you to, you likely know the feeling: They’re pushy, they’re throwing around numbers, and you can sense that they’re only telling you what you want to hear in order to close a sale. It’s uncomfortable and leaves a bad taste in your mouth. You might not understand the strategies they’re talking about and you don’t want to spend money on something you’re not personally familiar with. You feel like signing a contract with them means taking a blind chance, but you don’t know where else to turn…
Sound familiar? We’re here to tell you that it’s okay to be fed up and exhausted from those tactics. At ShopPulse, we speak your language. We’re real people helping other real people with their marketing programs. No scams, no sales tactics, no manipulation. Just cost-effective results: plain and simple. So let’s cut the sales pitches and get to the root: how to take control of your marketing program and avoid signing up for things you don’t need, with people who don’t have your best interest at heart.
Know Your Demographic
When working with a marketing firm, it’s important that they understand your particular demographic. If you’re a classic car dealership, you need to work with someone who truly understands how to market to your nostalgic client set. On the other hand, auto body and collision centers often have an entirely different demographic that needs to be catered to, due to the generational nature of clientele. It’s important that you partner with a marketer who knows your industry specifics. The automotive industry is a huge sector of the U.S. and world economies and it requires expertise in areas that other marketing companies wouldn’t consider. If you’re a business that resides within the industry, you don’t want opportunities to be missed due to a naïve marketer.
Tip: Pair your business with someone who specializes in your unique needs. Make sure they have a successful track record of marketing to your demographic in order to ensure the best ROAS (return on advertising spend) possible. A 5:1 ROI is considered healthy, while a 9:1 ROI is exceptional.
Put an Emphasis on Lead Transparency
If you’re looking to generate leads from a campaign, you need a marketer who understands how to get you “conquest leads”. Meaning, they’re getting you in touch with people you haven’t previously marketed to. This is especially important for dealerships and auto supply stores like Napa, Auto Zone and Discount Tire. Many large marketing platforms will advertise that they’ll boost your leads a certain percentage. But it’s important to make sure that they’re not going to be utilizing your current CRM database. You want your marketing company to be working in new, innovative ways for you that you haven’t previously considered.
Tip: Ask your salesperson how they intent on getting you your new leads. Have them walk you through the process that they use to get started. While some companies are hesitant to divulge too many specifics, it’s good to try. In particular, ask if they’re planning to utilize your current CRM. If they are, ask them how they quantify a quality lead that’s previously been generated by you. Scammers will stumble and avoid these blank questions, while honest companies won’t be bothered by challenges.
Ask About Results
Along with making sure your marketing team is specific to the automotive industry, it’s important that they can prove that they have a successful track record of working with businesses like yours. As much as we’d like to say, “people don’t lie”, it’s unfortunately not always the case. However, one thing we do know is that numbers don’t lie. Real results can be proven with data. Solid ROIs can be shown and product success can be equated to a percentage of sales increase over the course of an advertising campaign.
Tip: If a marketer claims to use AdWords, ask if they do conversion tracking. Ask if the marketer is Google AdWords Certified for the network they’re planning to use for you (Shopping, Display and Search networks all have their own certification process). If a marketer also claims to be a lead-generating guru on social media, ask them about their Quality Score and Conversion Rates on that platform. Really get to know their process and learn how they quantify their successes.
Quality Customers are Imperative
You don’t just need better leads; you need better customers. What does this mean? It means that you want to partner with a marketer who understands that repeat business is a huge asset to small businesses within this industry. It means that marketing to established customers often means including their teen drivers who are likely to choose you, as well, if you’re in front of their eyes and building a relationship that’s founded on quality and trust. You need to work with a business and include generational marketing tactics that are specific to your unique industry.
Tip: Ask about Customer Retention Strategies. It’s a commonly overlooked aspect that should always be addressed by a competent marketing team.
Do your research. Find someone who you feel you can trust, who puts forth the effort to get to know you and see your brand through your eyes. Partner with someone who truly listens to your needs and works to understand your unique range of needs. Ask the tough questions and focus on data-driven results.
Marketing is the heart of sales and a healthy marketing funnel can make or break businesses in this industry. Your advertising investment needs to be focused on successful results and run by a team who operates based on transparency and honesty. Shop Pulse delivers consistent results with healthy ROIs, operates with integrity and gets innovative with solutions. Please reach out for a free consultation to discuss your needs. www.shoppulse.io | email@example.com | 800.647.9113