So, you’re opening a brand new PT private practice—but is your billing process actually ready to handle patients?
Have you ever wondered about the impact individual digital marketing tactics and touchpoints have on your customers? And more importantly, whether that budget is translating into effective dealership marketing that brings in leads and closes sales? The effective use of in-depth marketing attribution allows your auto dealership to understand and answer these questions, and many more.
Marketing attribution is the process of figuring out which of your marketing tactics and campaigns are generating the most leads, along with the touchpoints that are most effective at driving customers to complete a sale. (A paid ad may get customers to visit your dealership’s website, but a promotional email that includes an incentive may push them to make a final purchasing decision.)
Each of your touchpoints is going to have varying levels of impact in this process, which is why attribution is crucial for measuring the marketing value of each channel or campaign. Knowing which marketing channels are having the most significant influence on your customers lets you make the best decision regarding which marketing channels need to be strengthened, and which need to be discarded.
Attribution is critical for effective dealership marketing
Marketing attribution allows you to “work smarter, not harder” — instead of having to waste time trying everything, you can experiment for a set period of time, and then do away with the marketing methods that are not benefitting your dealership.
Your customer’s journey is not always cut and dry. Some will jump right from the ‘awareness’ stage to the ‘decision’ stage, while others may linger in the ‘interest’ phase until you convince them otherwise. A dealership marketing strategy that makes effective use of attribution allows you to focus only on what actually works:
- Attribution can provide efficiency gains between 15 and 30 percent.
- Approximately 26 percent of marketers say they chose their current attribution model in order to properly assign credit for the revenue their marketing generates
- A reported 84 percent of marketers say associating conversion events with marketing is very important to the growth of their business, but only 10 percent of marketers believe they have a strong capability to do so.
More and more marketers are beginning to understand the importance of marketing attribution and the impact it has on efficiency, cost justification, cross channel marketing, and touchpoints. Understanding these concepts is critical to correctly attributing the right values to customer interactions and micro-moments.
For example, let’s say that your boss wants to tighten the marketing budget. As a result, you have to decide what parts of your marketing spend need to be pared back. Attributing the correct value and influence to your marketing methods requires attention to the ROI of each marketing tactic, along with collecting the right pieces of customer data to determine which tactics should be retained and optimized.
Essential tools and methods for tracking marketing attribution
Attribution is an essential next step for any dealership marketer who wants to optimize the effectiveness of their budgets, campaigns, and touchpoints. However, this is easier said than done — marketing attribution doesn’t work based on hunches or educated guesses alone.
If you are beginning to deploy a marketing attribution strategy, or if you need to update your current approach, take some time to review the tools and techniques you should be using:
- Attribution modeling: Once you’ve assigned values to the marketing touchpoints that are driving conversions, you then need to develop a systematized way to implement these values. Attribution modeling is the practice of analyzing which touchpoints receive credit for a conversion.
- First-Touch VS Last-Touch Attribution: ‘First-Touch’ and ‘Last-Touch’ are two of the most well-known attribution models. For the former, the credit of the conversion is assigned to the first marketing touchpoint between a user and your dealership. For the latter, credit is given to the action that directly precedes the purchase or conversion. While both are viable attribution models, assigning all of your value to one or the other may cause you to miss other critical marketing interactions, so be sure to take a look at alternative models.
- Google Analytics: To truly get the most out of your marketing attribution strategies, Google Analytics is a must-have tool for your dealership, with features including acquisition tracking, goal-setting, and a comparison tool for multiple attribution models. Google Analytics also makes it easy to see if you are overspending on (or undervaluing) a marketing channel or touchpoint. Combining it with other tools like Salesforce and Google Ads allows you to further sharpen your marketing attribution strategy.
- Measuring ROI: Before you begin the marketing attribution process, it’s crucial to measure your marketing ROI. It’s almost impossible to assign values to your marketing channels without first understanding the returns they are bringing to your dealership. Pay attention to your marketing budget, and track all the expenses involved in executing your marketing plans. From there, you can compare these expenses to your revenue, and determine the ROI for all of your marketing channels.
- Call Tracking: Phone calls are an excellent way to measure customer engagement and identify potential leads. However, to get the most out of tracking phone calls, you need the right tools. Call tracking, using software like CallRail, is a holistic attribution method for tracking inbound calls and form submissions, along with built-in attribution modeling. Call tracking allows marketers to use many of the tools and resources already mentioned in this section:
- Direct integration with Google Analytics
- Assistance in measuring marketing ROI
- Providing clear data for campaign optimization and improvements
If you make marketing attribution a priority, you can effectively discard the methods that aren’t working, and optimize on the methods that are. And that means you’ll not only be making more efficient use of your marketing budget, you’ll also reach more customers.
The post The importance of attribution for dealership marketing, explained appeared first on CallRail.
One of the main reasons companies use webforms is to gather valuable information about their leads, in order to focus their marketing efforts on prospects who have a good chance of becoming customers.
That’s why it’s essential to follow certain best practices when creating your form — asking the right questions (and the right number of questions) makes it much more likely that a prospect will fill out the form, and less likely they’ll abandon it.
But what is the right number of questions to ask on your webform design? The truth is, there are so many variables to this equation, there isn’t a simple single answer. Even so, there are still some tried-and-true best practices you can follow when deciding how many webform questions to include on your landing pages.
1) Cut the friction
The first thing to keep in mind is that your readers have short attention spans. And by “short,” we mean they’ll spend only a few seconds on your site before deciding to stay or to click the ‘back’ button. Since you have such a limited amount of time to grab their attention, it’s critical that you reduce friction on your landing pages as much as possible.
Page friction is anything on your website that’s confusing or overwhelming for your visitors, and it’s a major reason why website visitors abandon webforms. Webforms that have too many fields and ask too many questions are a major source of this friction.
To help boost your conversion rates, limit the number of questions on your webforms. A study by Unbounce found that the optimum conversion rate is 25 percent for a three-field form, but that figure drops to 15 percent for a six-field form. Studies like this demonstrate that it’s best to stick to shorter forms with simple questions to increase your conversion rates.
2) Stick to the essentials
Marketers have conducted loads of research on exactly how long lead generation forms should be, and how many questions they should include. (Most studies recommend having three to seven webform questions or fields.)
These studies show that form conversion rates tend to drop off sharply after three to seven fields. However, the exact number of questions to include can also vary based on the nature of your business, and your specific marketing goals. That’s why it’s important to figure out the ideal number of questions for your industry, and to follow the best practices for your specific business. A MarketingSherpa study found that 46 percent believe that optimizing their form layouts is essential for boosting lead generation.
With most landing pages, your aim is to gather enough information to move leads further down the marketing funnel. Crafting a high-performing webform means only asking for information that’s essential for your marketing strategy. For example, no matter what industry you’re in, you’ll always need to ask your leads for their email address so you have a way to contact them. But from there, you’ll have to carefully consider exactly how much information you need from your prospects. If you’re a B2B company, this probably includes the lead’s name, email address, and job title.
Since most website visitors have a low tolerance for filling out lengthy contact forms, a solid rule of thumb is to only ask for information you need to contact and qualify your leads, and to save the rest of your questions for when they’re further down the sales funnel. In fact, a 2014 Formstack report found that only 3 percent of visitors will fill out more than three fields on a contact form. Statistics like this illustrate why it’s best to keep your contact forms as short as possible and ask for more information later on.
3) Put your forms to the test
It’s always a good idea to run A/B tests to figure out the ideal number of questions to include on your webform design. By splitting your site traffic to test out two different versions of a page, you can know exactly which webforms perform best, and focus your efforts accordingly.
And best of all, there are plenty of tools available to help you quickly and easily conduct A/B tests, like this service from Hubspot. For our purposes, A/B testing a webform design involves setting up two discrete versions of your landing page, where each version has a different number of questions.
A/B testing your landing pages is a surefire way to dramatically increase the number of leads your business brings in, and there’s plenty of research to back up this assertion. One luxury home-builder ran an A/B form test to see what version of their landing page captured more leads. The results showed that a simpler form with fewer steps and fields was far more effective than longer and more complicated forms. In fact, implementing the new form design resulted in a 166 percent lift in leads for the company.
4) Consider quantity VS quality of leads
When figuring out how many questions to include on your landing page forms, consider whether the quantity or quality of leads is more important for you. Studies show the length of your form impacts both the quality and quantity of your leads.
In general, shorter forms are easier to fill out, which means more people actually will fill them out. This results in more leads, though they’re likely to be less qualified. On the other hand, if you have a longer form with more questions, fewer people will fill it out but those who do will be higher-quality leads.
Be sure to carefully consider the tradeoffs of each approach: High-quality leads (rather than high quantities of leads) are increasingly important for B2B operations, with 70 percent reporting that improving lead quality is the most important objective of their lead generation strategy.
If you need more leads, only request basic information such as their name and email address. But if you really need high-quality leads, a longer form with more questions is the better option.
Though there’s no hard-and-fast rule for the exact number of questions to include on your webform design, these guidelines and best practices will definitely get you moving in the right direction. By figuring out exactly which (and how many) questions to ask on your forms, your business will be well-positioned to start attracting more high-performing leads.
The post How many questions should you include on your landing page webform? appeared first on CallRail.
Does PPC fit in to your marketing budget? Find out with our PPC budget calculator
We collaborated with Justin Wagner at Adfinitely on this post. Adfinitely is an Atlanta-based company that provides marketing technology to multi-location businesses.
PPC Budget Calculator
Are you wanting to track ROI on your PPC spend beyond form fills and downloads? Most of today’s leading PPC agencies are using call tracking to track offline leads and conversions. Fill out the form below to uncover the PPC secrets that helped one agency increase call conversions for their client by 400%.
7 rules for preparing a PPC ad spend budget
1. Selecting keywords for your
2. Research trends
3. Research ( Per Click) estimates
4. Target geographic areas important to your
5. Run ads at specific times to your and industry
6. Target devices that are specific to your customers
7. Monitor your position, , and conversion
Will PPC be profitable for you?
So you’ve done your research, and it looks like there are some reasonably priced keywords for your product along with a good handful of people searching for those keywords each month. The next step is to take a look at your products, customers, and site analytics. For some businesses, looking at products means average order size. For others, it might mean lifetime customer value. The takeaway here is you need to know the value of driving one potential customer to your website, whether it’s $30 or $3,000.
Next, you want to look at your site analytics to determine your conversion rates, or the rate at which people are turning into customers. How often does a new site visitor become a customer or purchase your products? The higher the rate of purchase, and the higher the ticket price on an individual sale, the more we can afford to spend on driving traffic to the site.
For example, if we know the average order size on our website is $100, clicks are roughly $1, and our conversion rate is 2%, then for every 50 people we get to the site, one will make a purchase. This leaves our profit for those 50 clicks at $50, if we already have our margin baked into average order size. But if we can bump our conversion rate up to 7%, we get 3.5 purchases on average for $350 in total sales, equalling $300 in profit.
PPC budget calculator, plus budgeting tips
Once you’ve determined your campaign will be profitable, you can take calculations one step further and start to think about what a reasonable budget would be.
Let’s say, for example, when using the Google Keyword Planner, you learned that ~5,000 people search for products like yours every month, using a variety of different keywords in their queries. Let’s also say the average cost per click for those search terms was just $1.
Let’s also take a guess at an average click-through-rate for these keywords (the rate at which people will click your ad when they see it on the page). When figuring out a click-through-rate, you can consult various charts and websites that give averages per industry, but as a whole, it’s going to vary wildly, so we’d recommend starting with 5% then adjusting your calculations based on real-world data when your campaign starts. Now, with a 5% CTR (click-through-rate) and ~5,000 monthly searches at $1/click, you could expect to see roughly $250 in spend.
That seems simple enough, but remember that all of these numbers can vary wildly, from clicks costing more than $25 to CTRs both above 10% and below 1%. The beauty of PPC, however, is that you can monitor all these factors continuously and only spend money on clicks and keywords that you know are going to be profitable.
So how much should you spend on PPC?
The real answer here is: As much as possible, so long as you’re staying profitable. If your campaigns are driving more revenue than they’re costing, why slow down?
To start, you can use the tips and calculator above to at least get an approximation of how much you could spend and whether not you should even try in the first place.
The post How much should you spend on PPC? PPC Budget Calculator & Tips for setting a budget appeared first on CallRail.
Our product roadmaps are already defined by our company’s ethos — our customers are just waiting for us to recognize it. Their pain points, frustrations, and repetitive tasking are our infinite roadmaps. The world of technology is full of opportunities, innovation, and demand, and when we solve one customer’s problem, another will arise before we can finish bug-fixing the first.
Airplane WiFi is my favorite example of this. Is there a technology hardship worse than trying to browse the internet on an airplane? It’s excruciatingly slow compared to our office WiFi and 4G connections! But while we complain in between the lethargic page loads, we forget that 15 years ago, WiFi on an airplane was an idea that could be best described as ‘wishful thinking.’
This is a perfect example of how a solution can immediately lead you to the next problem. We were all so excited when we boarded an airplane and saw the WiFi light glowing for the first time. But within a short few years (or maybe months, for you heavy travelers out there) we were no longer appeased with just having wifi — we had to have fast wifi.
In other words, innovation very often runs parallel to problems that need solving. If we’re lucky, our product is never complete, just like our customer is never satisfied. By building customer empathy into process and product creation, we can be sure that we’ll always be on top of the next thing our customers need.
Start with qualitative data
Qualitative data is the key to understanding what quantitative data you need, and how to get it. User interviews, product reviews, and customer feedback can provide you with the “what” and the “why” as step one. Step two is then layering quantitative data on top to measure the “how often,” “how much,” and “when.”
I make it a habit to talk to customers in-person at least once a quarter. Whenever possible, I partner with our Customer Support, Marketing, and Sales teams and tag along when they speak with our customers. Reaching out to users directly through email is also a fast and effective way to start a relationship with your customer base.
CallRail’s Agency Summit conferences have been an enlightening source of feedback since the inaugural conference in Atlanta in 2018. At these conferences, I’m able to present new concepts and discuss product enhancements with groups of customers. The feedback received during these lunch and learns, happy hours, and interactive presentations have led to significant improvements in our Account Center product, which has in turn increased adoption of the product.
The feedback from any conversation you have with your customers powers ideas, highlights opportunities, and ensures our software development has a human touch. And while you may only see a small number of customers respond in your first few attempts, users will become more engaged as they start to see their feedback implemented in your product.
When you consider which customers to talk to, here are a few things to keep in mind:
- Accessibility: How easy is it for you to reach the customer? Taking the path of least resistance will allow you to add customer empathy to your planning process, without delaying your development cycles.
- Customer Segment: Is this customer representative of your other customers? They certainly don’t have to be, but you should be aware going into the conversation whether their feedback is going to apply to all of your users, or only a segment of them. Don’t be afraid of segmented customers — implementing features for a segment of your customers can still be a good business decision if those customers are high-revenue, have high potential, or if they are your daily active users.
- Customer Satisfaction: Satisfied customers and dissatisfied customers are going to provide very different feedback. Both are valuable, but should be gathered with different goals in mind. Satisfied customers will help you develop ideas to retain users, increase usage, and grow existing customer revenue. Dissatisfied users will help you develop ideas to increase future retention and fix glaring product issues.
Layering in the Numbers
If you were to stop reading here, you might go on to have fantastic conversations with your customers but build the least-used feature of your application. Customer empathy as a tool cannot stop at qualitative data. It must be layered with quantitative data in order to validate your new assumptions and confirm there is scale to justify development.
Here at CallRail, we use customer support tickets to create our own Holy Grail of qualitative and quantitative data. After hearing from customers that they wanted to be alerted to data anomalies or setup issues within their accounts, I searched our customer support tickets for how often customers have been reaching out about these topics. My research bore fruit: I found enough tickets with similar problems to reinforce the sentiment I had heard during customer interviews and meetings.
These customer support tickets gave me the quantitative data I needed to justify building a solution for our customers: An upgrade to our Slack Integration that allows customers to receive insights in Slack for data anomalies, along with alerts about issues with their accounts.
Through the simple process of engaging in conversation with our users, combined with the careful use of quantitative data to determine how frequently a need or pain point is expressed, you can build a strong case to either add a feature to your roadmap. Or, you might learn that it’s better to reject the idea, so you can make room for other new ideas to be evaluated.
What people say VS What people do
Henry Ford is famously quoted as saying that if he’d asked his customers what they wanted, he would have built a faster horse instead of the car. If building the right products were as easy as listening to customers and then building what they say, Product Managers would be out of a job.
The last critical step in building customer empathy into your process and your products is to make sure you always hear the problems, frustrations, and pain points before you come up with a solution. Empathy is about understanding the problem so intimately that the solution can be freed from existing expectations.
The post Why customer empathy is critical to our processes and products appeared first on CallRail.
Using Your Marketing Automation For To-Partner Marketing
Most companies today have adopted some form of marketing whether it’s digital, email, social or content in order to increase brand awareness and generate leads. Why not replicate some of your email marketing initiatives to your partners so they can be equipped to sell your brand successfully? A to-partner marketing strategy with your marketing automation platform, like Hubspot or Marketo, may lead to increased deal registrations, increased partner portal logins, and increased partner engagement. It can be an essential part of a healthy partner ecosystem.
What is to-partner marketing?
To-partner marketing is creating campaigns for partners through your marketing automation platform (MAP) so they can successfully sell your product or service. It’s a key component of the overall marketing mix for many businesses, and to-partner marketing can easily be an extension of your existing marketing efforts. Below are some ways you can ensure the success of your to-partner campaigns by developing a to-partner marketing program within your marketing automation platform.
The Steps to a Succesful To-Partner Marketing Strategy
● Design a partner marketing strategy. Create a marketing plan the same way you would for other channels like email messaging, audience (or partner) segmentation, and cadence. Start with a brainstorm and narrow down your thoughts into a tactical plan with a cohesive vision. Document exactly what type of content will be developed, who will be responsible, how it will be shared, etc. All of your messaging and content should work together for an educational experience for your partners. Remember, the end goal is to fuel your partners with relevant collateral and information about your business.
● Align your internal teams around your partners. Partner marketing will never be successful unless marketing and channel managers are on the same page with the same goals. Once you’ve created a strategy in step one, work with your various teams to create content that supports the various goals. If you’d like more help here, download our eBook “Aligning Your Company Around a Culture of Channel Partner Success.”
● Create content. Make sure your strategy is evergreen yet adaptable based on feedback. Ideally, you will collaborate closely with your partners to get valuable insight on a regular basis. Hopefully, you receive great ideas based on what your partners enjoyed and found helpful to their sales. Take time to understand what their pain points are, what obstacles they face, and what they need to better position your products–then create content around those ideas.
● Develop campaigns at scale. This is where your marketing automation tool comes in. Creating email programs that can be used for larger groups of people will help you reach more partners in a shorter amount of time. Using a system like Hubspot or Marketo to automate your efforts will help you manage programs effectively. The following tips are a good basis for beginners:
●Avoid being spammy
● Test and send to yourself first
● Use a double opt-in structure so you don’t get dinged for unsolicited emails
● Build (and keep) a clean mailing list
● Avoid excess code and use simple graphics
Measure carefully and monitor your success. Use the tools that your marketing automation platform provides to track things like click-through and engagement. Benchmarking these metrics could be a good way to understand your initial success or areas of improvement of your to-partner campaign.
Optimize campaigns for the future. Use the benchmark reports you created in Step 5 to make actionable decisions. Email metrics like open rate, click rate, conversion rate (if there is a call to action) are a good starting point for analysis. After analyzing the data, you might want to ask yourself some of these questions: What type of content was engaged with the most? Was there a type of email format (graphic, html, etc) that resonated best? From there, you can leverage Allbound and see where your partners improved. Did the partners who engaged with your email content have a rise in logins? Were they more active within Allbound? Test everything and learn from the successes and failures of your first campaign.
Target your best growth opportunities. Use Allbound to uncover partner engagement opportunities. Have you noticed a decline in partners who would frequently register deals and now trending less frequently? Or a learning track that isn’t being utilized that would greatly benefit partners? Leverage Allbound to see what valuable resources aren’t being utilized and then send them via email. Combining the power of Allbound with the ability to streamline through a marketing automation tool will help you share content, engage with partners, and track overall success.
Allbound integrates seamlessly with systems you already have in place (like a marketing automation platform), allowing partners to gain key insights into your business. If you are using marketing automation for customers, why not try it for partners as well? If you have questions on how to start, let us know!
The post Using Your Marketing Automation for To-Partner Marketing appeared first on Partner Relationship Management Software (PRM).
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