There are two ways to market your brand: take a stab in the dark or use the power of analytics. When you work with platforms such as Google and Facebook, you gain access to analytic details of your marketing. These metrics make it easy for your business to make decisions based upon data, rather than gut instinct. Here’s a handful of ways you can unlock that potential during your next marketing campaign.

Track All Conversion Points

Track All Website Conversion PointsConversions are measured in a number of ways. This means you can measure success on your web platform in various manners as well. What you track isn’t necessarily as important as ensuring that you are tracking the various conversion points on your website. Common examples of conversions include:

Traffic sources (direct, search, referral)

New and/or unique visitor conversions

Return visitor conversions

Bounce rate (new visitors who immediately leave)

Exit pages (where did those new visitors leave before conversion?)

 When you begin to track these key conversion points across your website, you’ll get a clearer picture of the cost per conversion in your current marketing scheme.

Find Out Who’s Converting with Google Analytics Demographic Data

Website Visitor Persona Demographics Knowing that people are converting on your website is great, but don’t you want to know who is converting? If you don’t know the background on the people converting on your website right now, you will have a difficult time tailoring your future marketing campaigns to attract a similar audience to convert. Google has a full breakdown on their demographics data. In summary, you get seven basic standard reports covering:

Overview of demographics

Age

Gender

Interests overview

Affinity categories

In-Market segments

Other categories

Use Website Demo Data to Model/Test a Facebook Audience

Now is where we start putting the pieces together. With that demographic data you’ve gathered from conversion rates on your website, you can begin to build a model to test a Facebook audience. Facebook enables you to create custom audiences in your Facebook Business section using the demographic data you’ve gathered on existing customers. You can use that information to then target ads on Facebook to an audience that mimics your previous conversions based on the data you’ve already collected.

Use Audience Insights to Track Customer Interests

The custom audience you build on Facebook based upon your customer data can be further refined based upon Audience Insights. Facebook offers this tool as another option to Google Analytics, designed to specifically track the social media activity of your target audience on its platform. It offers aggregate information about target users geography, demographics, purchase behavior, Facebook usage, and even their activity such as likes, shares, and follows.

Tie it Together with Offline Conversions

Offline ConversionsSometimes customers follow a steady path online up until the point of conversion, and then pick up the phone or come into a store to make a purchase or schedule an appointment. By uploading information on your conversions from these offline conversions into your Facebook Audiences, you’ll be able to understand which customers tracked your brand online, but engaged/converted offline. Only here will you find out where the rubber meets the road!

Analytics provide insightful information on the behavior of your customers, their reactions to your marketing efforts, and the rates and manner in which they convert. Using that information you can make data-driven decisions on marketing that generate further success in the future.

Interested in seeing how this advice can be made actionable for YOUR dealership?

Schedule a call with us – we’d be happy to review any piece of your digital strategy and give some pointers! (no strings attached of course)