“Marketing Science” Without the Science Degree

auto repair shop analytics
Measuring Return on Investment Has Not Always Been This Easy

Measuring marketing results and return on investment has historically been a challenge. Compared to the guesswork of the past, new marketing tools are making “Marketing Science” possible. The old adage, “half of my marketing dollars are not working, but I don’t know which half,” no longer applies. Now businesses can know which of their marketing dollars are or are not working, so they can make better business decisions. For small business owners looking to compete, measuring return on investment is not only possible but also easier than it’s ever been before.

Do You Know Where Your Website Visitors Are Coming From?

Small businesses are at the convergence of reasonably priced, measurable marketing tools that require no technological knowledge. Two of the best tools to measure your marketing goals are Google Analytics and call tracking. The great news is that these tools are generally available bundled with a professionally-designed website and come pre-configured by your marketing service provider. That means you do not have to understand any of the technology to get the benefits!

At the center of successful digital marketing is a website optimized for search, with the ability to track where your visitors and new customers are coming from. This will help you stand out from your competitors when customers are searching for an automotive service.  SocialCRM with LocalSearch from Mitchell 1 is one example of bundled website services that provide “Marketing Science.”

Get the Benefit of These Tools

Google Analytics is a free tool from Google attached to each page of your website. It tracks activity on your website, such as organic search visits, paid search visits and referrals from sites such as Yelp and Facebook. Google Analytics is configured to identify the source of call tracking phone calls.

Call Tracking Numbers are call tracking codes that are put on the shop’s website pages, allowing call tracking numbers to be presented on the fly to visitors and identification of individual visitors when the number is called. There are options to present tracking numbers for “All Except Direct Visits,” which allows you to present your actual shop phone number to those who already know your site. It is configured with Google Analytics to identify the source of Call Tracking phone calls.

No doubt you’ve heard Peter Drucker’s famous quote, “If you can’t measure it, you can’t manage it.” The LocalSearch service will take you one step beyond and also help you improve your marketing efforts to grow your business.

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About the Author

Brian Warfield

Brian Warfield is a Senior Product Manager for the Mitchell 1 SocialCRM product line. He has been in the automotive software business for over 20 years and has earned a degree in Marketing from the University of Cincinnati Business College.