How to Maintain a Fixed Ops Marketing Strategy Pt. 2

In the first part of this series, we covered monitoring customer trends and expectations, as well as updating your information across sites.

In part two, we’re going to talk performance indicators. Ready your wrenches!

Keep an eye on the dashboard

Commit to checking Google Analytics, Trends, Ads, and other tools to watch over your Key Performance Indicators (KPIs) for places to clean up your strategy. If you’re working with a marketing partner, you should be regularly speaking with them about your results, but here are some things to look out for:

• For emails and ads, you can check your click-through rate to test whether the content is relevant to the audience.
• Once a customer gets to your landing pages, watch out for your bounce rate, length of session, and conversions metrics.
  • Bounce rates show you how relevant your content is to a user. If you aren’t optimizing your website with multiple, targeted service pages, users may abandon your site because it’s difficult to find what they need.
  • Length of session, similarly, can show how long a user spends on a page before leaving the site or clicking through to another page. This is a decent indicator of how much a user is reading, or how much time they spend trying to navigate elsewhere. Track where users go next after this page for a good idea of the page’s usefulness.
  • Conversions are straightforward; a customer has scheduled an appointment or met goal criteria elsewhere! Compare these more successful pages to your less-successful pages for ideas on how to improve across the site.
• Appointments kept vs. scheduled is a metric which verifies the quality of leads you’re getting online and can help you establish follow-up strategies. For example, if you get 200 service leads a month from an online scheduling tool, but only 100 show up for their appointment, you may need to set up a reminder system with emails, texts, or calls. This helps remind them of necessary service, and it keeps your bays fuller and more efficient.

It’s important to note that these metrics could apply to both short term and long term strategies. An email campaign will provide results that can almost immediately impact similar campaigns. But adjusting site navigation to help bounce rates and session length can take longer to establish consistent results.

Want to learn more? Keep an eye out for the final part of this series: market competition and strategy.

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