Part 2 of how to maintain a fixed operations marketing strategy
Monitoring client trends and expectations, as well as updating your information across locations, were topics discussed in the first part of this series.
We’ll discuss performance indicators in Part 2. Get your wrenches ready!
Monitor the dashboard closely.
Commit to regularly reviewing Google Analytics, Trends, Ads, and other tools to keep an eye on your Key Performance Indicators (KPIs) and spot areas where your approach needs to be improved. Here are some warning signs to watch out for if you’re dealing with a marketing partner. You should communicate with them frequently about your outcomes.
To determine whether the material is appropriate for the audience, you can evaluate your click-through rate for emails and advertisements.
Following a visitor’s arrival on your landing pages, keep an eye on your bounce rate, session duration, and conversion metrics.
Bounce rates demonstrate the user relevance of your content. Users may leave your site if they can’t easily find what they need if you don’t optimize it with several, focused service pages.
Similar to the length of a session, the duration of a session can reveal how long a user stays on a page before leaving the website or moving on to another page. This gives a good idea of how much a user is reading or how long they spend trying to find another website. For an accurate assessment of the page’s functionality, monitor where users go after visiting it.
Conversions are simple; a customer has already made a reservation or fulfilled your goal elsewhere! For suggestions on how to improve the site as a whole, compare these more successful pages to your less successful pages.
A metric that helps you build follow-up plans and checks the quality of online leads you’re receiving is the ratio of appointments kept to those that were planned. For instance, you might need to set up a reminder system using emails, texts, or calls if only 100 of the 200 service leads you to receive each month from an online scheduling tool show up for their appointment. This keeps your bays fuller and more productive while helping to remind them of needed maintenance.
It’s vital to remember that both short-term and long-term initiatives may use these measures. Results from an email campaign can almost immediately influence future initiatives. It may take longer to achieve consistent results when site navigation is changed to reduce bounce rates and session time.
Need to know more? Watch for the final article in this series, which will discuss market competition and strategy.
Back to Blog