At this point in the game, you really should have your 2019 marketing plan in place. With that being said, we’ve been in the dealer world for a long time. We know that it doesn’t always work out so smoothly, and that’s alright! Whatever the reason, we’re here to help you make plans based on your goals and desired outcomes.
Know your Goals and Create Micro Goals to Get You There
I could write an entire novel about goal setting (it’s addicting), but I’ll save you the deep think. When you’re building a marketing strategy, it’s important to know what your actual goals are. Not just your overall or long-term goals, but your goals for each channel and the smaller steps that you need to take along the way. The biggest goals can often be broken down into more individual, shorter-term goals on your path to success.
If your goal is to obtain leads from Facebook, what goals do you have on the path to the conversion? You can’t use awareness techniques such as reach ads in hopes of completing a conversion action! If your end or long-term goal for these ads is more (setting a specific number is best!) leads, you’re going to need to set micro-goals along the way.
Here’s a simplified example of how to get to a “bigger” goal, such as leads:
Goal: Leads, leads, leads.
Micro goal: Gain awareness.
Action step: Use reach and awareness ads!
Micro goal: Find the right audience of interested shoppers.
Action step: Implement an ads pixel to track who interacts and remember those users.
Action step: Retarget and market a more lead-driven message (compared to your awareness and branding ads) to users who have interacted and shown interest.
Action step: Optimize each set of ads as you go, filtering out users that don’t show value on the site from your ads and capitalizing on those who have returned for a second, third, or even fourth visit.
Action step: Narrow down their interest and provide them with a truly valuable offer.
Result: High-quality leads. Goal, check!
You won’t get to the “big” goal as often without meeting the smaller ones: plan smart!
Don’t Forget the Funnel or the Buyer
When you look to inbound experts and the highest-regarded marketing resources out there, there are a few methodologies that ring true to the “old school” marketing techniques taught to many of us back in college or university. The concept of a marketing funnel is not dead and we need to understand this now more than ever to truly harness the power of the incredible tools at our fingertips.