ACtion Magazine - January/February 2014 - (Page 33)

"Smart" online marketing Sometimes, we spend more time in "transmit," rather than "listening" mode with customers. By Angie Kilbourne, AAM W e all know that vehicle technology is changing at a rapid pace. Just consider the changes in equipment, tools and procedures you need to be constantly integrating into your business and practices. But technological change is also impacting your online marketing efforts, and it is happening at a much faster rate. Staying in front of your customer community is a constantly moving target, and keeping pace is essential if you want to remain "top of mind." Here are three self-diagnostic questions to consider: 1. Have you customized contact with customers to suit their individual preferences? Even if you have the very best website, customer relationship management (CRM) system, newsletter and other marketing resources, they only matter if your customers see them, read them and engage. Otherwise, whatever party you are throwing, customers don't know about it. There are many ways to contact your customers, but the only ones that matter are those your customers choose. Besides traditional telephone, email and text messages, there are many new technologies and applications, such as including embedded voice and/or video messages. So treat customers like the individuals they are, rather than as a group. Take the time to ask them to "opt in" to their preferred means and frequency of contact. It can make the difference between being welcomed vs. being a nuisance. 2. Are you using your CRM software as well as you could? Is it generating workﬂows, alerts and triggers that propel your business forward? Can it create a task when someone visits your website to request information, book an appointment, get pricing or sign up for an event? Will it trigger a message to your purchasing manager when parts, supplies and other inventories are running low? Does it send a "clients without contact" report that scans your database for clients who have had no calls or appointments in the past six months? In each case, is a follow-up action scheduled? Solving these problems will signiﬁcantly focus your online marketing efforts and improve your bottom line. Like a scan tool, getting the most from CRM software is often a matter of awareness. If you aren't sure how to make use of the full functionality of your CRM system, bring in some experts or even your vendor's technical staff. Ask if the functionality you need is there and have them show you how to implement it. They might even do this gratis to build a relationship with you. 3. Are your marketing resources "search optimized" to reach the actual devices your customers use? Most businesses don't know that the search engine algorithms that Google, Yahoo, Bing and others utilize for laptops and desktop computers are much different than those used for smartphones, tablets and other smart device searches. Now, you do know. There are more than 400 million mobile device user-accounts in the United States today - more than the country's population. In addition, the number of mobile device users is growing at a faster rate. Marketing directed at the outlets where customers and prospects are looking is essential. Not reaching them there is akin to purchasing a nice new car, but then driving it around only in ﬁrst gear. You work diligently to maintain and update your servicereadiness, and it is just as important to ensure your online presence and marketing efforts are reaching mobile devices. It's hard not to feel overwhelmed when trying to ﬁnd the time to not only run your day-to-day business, but to also plan and manage your smart marketing efforts. Fortunately, there are ample resources available so that you don't have to go it alone. Some solutions are individual ﬁxes that focus on a certain area; others are portal websites, which can address and package a number of solutions simultaneously. Let them be your friends. ❆ You have enough on your mind, so let us take the worry out of your air conditioning needs. Global Parts Distributors is a full line, quality automotive air conditioning supplier. We can help streamline your inventory, suggest the right mix and take the worry out of having an A/C line. With seven warehouses across the country and a customer service team open from 7am to 8pm EST, we are here to service your needs. We make A/C simple for you. We are "your simple A/C solution" 1-800-722-5089 www.globalpartsdist.com Like us on Facebook / Follow us on Twitter twitter.com/globalpartsdist Reader Reply January/February 2014 * ACtion 33 http://www.globalpartsdist.com http://www.globalpartsdist.com https://www.facebook.com/pages/Global-Parts-Distributors-llc/296312693203 https://www.twitter.com/globalpartsdist http://www.twitter.com/globalpartsdist http://www.macsw.org/imis15/MACS/Publications/ACtion_Reader_Reply/MACS/Publications/ACTION/ACtion_Reader_Reply.aspx?hkey=ac24bddb-c045-442a-813c-cbf05f88ac4d

Table of Contents for the Digital Edition of ACtion Magazine - January/February 2014

ACtion Magazine - January/February 2014
Table of Contents
Compressor installation
Meet the newest pioneers
Outlook
Freeze Frame
Leonard’s Law
Virtual View
Service Port
Last Watch
By The Numbers
Cooling Corner
Industry News
Association News
New Products & Services

ACtion Magazine - January/February 2014