Improving Online Engagement to Boost Auto Sales

Improving Online Engagement to Boost Auto Sales

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Your website should engage auto buyers and keep them interested at every turn. It shouldn’t just be about page visits and site clicks. Before we can improve engagement, we first have to understand how to define it.[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”parallax” header_style=”light” parallax_content_width=”full_width” text_align=”center” full_screen_section_height=”no” background_image=”28348″ section_height=”200″ parallax_speed=”2″ css=”.vc_custom_1521230775859{background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column][vc_empty_space height=”55px”][vc_column_text css=”.vc_custom_1523224185573{padding-right: 25px !important;padding-left: 25px !important;}”]

IMPROVING ONLINE ENGAGEMENT TO BOOST AUTO SALES

[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]It’s no secret that your auto sales site is more effective when it encourages consumers to take action. Customers should be engaging with a site that shifts to meet them at each point in the purchasing funnel. That being said, how can your dealership create a more engaging environment online?[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1523224321686{padding-bottom: 25px !important;}”]

Defining Online Engagement

[/vc_column_text][vc_column_text]Boosting sales isn’t as simple as increasing web traffic. A consumer could visit your site once and never return. In this case, very little is learned about the consumer — if anything at all.

 

Brian Pasch, the founder of auto marketing titans PCG Companies explains, “If someone fills out a trade-in process or a finance process, these are very highly engaged people compared to someone who just visits a car page and does nothing. Engagement is not about time on site or page views; it’s about what specific actions somebody is doing on those pages.”

 

As opposed to mere interactions or page visits, engagement is a much more qualitative term. The word itself elicits an image of an inspired consumer that is captivated by your tools and company — someone who is spending quality time with your products. It’s an admirable goal.

 

In fact, a recent study showed that for B2C content creators, 73% said that creating engaging content was their top priority. That said, considering how to improve it is much a much more nuanced process than increasing your ad spend or visitors to your website. Your site needs to be creating quality interactions with customers so that they continue to return to and use your online tools.

 

“Every time a consumer comes back to the website, it is absolutely important for them to find the value in it,” says Pasch.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1523224688324{padding-bottom: 25px !important;}”]

Measuring Online Engagement

[/vc_column_text][vc_column_text]Though its definition may be a bit more subjective than site visits, we can still view engagement as a metric that can increase or decrease by a specific amount. And though it may seem daunting to try and assign a numeric value, the advent of new analytic tools means that quality engagement can indeed be calculated. A study performed by Statisa found that digital publishers value both engaged time, comments, and shares more than views or page visits.

 

For an industry veteran like Pasch, measuring something as elusive as engagement is something at the forefront of his mind. “When I think of engagement, I think of measuring the specific clicks and activities and weighting certain activities higher,” he says. With this in mind, we can see that quantifying engagement means turning to new forms of analysis.

 

engage auto buyers - image 2

One way that PCG is achieving this lofty goal is with the use of multi-touch attribution. This much buzzed-about term is a new way of determining how a consumer’s many touches with a brand contribute to a lead generated or a sale closed. Pasch elaborates that, as opposed to multi-touch attribution, the auto world’s current form of measuring engagement is still stuck in the rut of last-click attribution.

 

“Most websites and CRM handoffs are assuming that any time a lead is completed, it’s an organic website lead,” he says. “It’s not saying it came from Facebook or that it came from AdWords or some other referral. We need to, as an industry, get better and move away from last-click attribution. Any platform that could keep track of the sources that a consumer came to and when a lead is submitted would be much more eye-opening for seeing what marketing channels are working.”

 

Pasch is also excited about multi-touch attribution potential for analysis of, not just online marketing, but all advertising materials. Even resources like radio, television, and print ads can be included in the multi-touch umbrella, thanks to groundbreaking platforms and tools designed to take in these all into account.

 

“There are ecosystems that are being built to track offsite activity as well, so that in the future, dealers can see not just the sources that touched a consumer, but what brought them back to the site to engage a second, third, even fourth time,” he says. “Maybe they saw a TV advertisement and it reminded them of your site, or they first discovered your dealership thanks to a newspaper advertisement. That kind of off-site attribution merging with onsite attribution is what we’ll see in 2018.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237431822{padding-top: 15px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1523224981376{padding-bottom: 25px !important;}”]

Improving Engagement

[/vc_column_text][vc_column_text css=”.vc_custom_1523225074337{padding-top: 25px !important;}”]With a clearer understanding of how to define and measure engagement, the focus can now turn to improving the dealer-consumer relationship. Multi-touch attribution is a fantastic way to understand what avenues of advertising and marketing work best. Of course, once consumers have arrived at your website, interactive tools are your best bet for initiating a deeper connection.

 

“Many dealership website pages treat consumers generally the same way every time,” Pasch  says. “There is some minimal personalization available, but the calls-to-action and buttons are not customized.

 

engage auto buyers - image 3If someone already did a trade-in and they come back to the site, they’re going to say, ‘What? I already did this?’ So, the dealers are inadvertently wasting space on call to action banners or buttons and missing an opportunity to engage them for the next step.”

 

Customization is generally a product of smart calls-to-action, in which the user’s information is saved for future visits. Once on your site, they can find quality engagement with intuitive, interactive tools that not only help your dealership learn about their needs, but help them understand what vehicle or payment options are right for them.

 

Examples of highly engaging interactive tools would be trade-in value assessments, payment calculators (customized to income/preference info), or market price comparison shopping. Any one of these might be just what you need to appeal to even the most finicky online shopper.

 

Online interactions and engagement are sometimes used interchangeably, but they are two, separate metrics. The better the interactions are between consumers and your website – whether it be their first or fifth visit – the more they’ll be encouraged to come back and, hopefully, come in to check out a vehicle.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]

Additional Auto Resources

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$25,000 FATWIN Winner to Use Prize Toward New Home

$25,000 FATWIN Winner to Use Prize Toward New Home

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]When Jose M. Hervis Garcia received a call and email from PERQ that he was the FATWIN $25,000 Grand Prize Drawing winner, he didn’t know whether to believe it. “I was going to breakfast and I was confused. At first, I thought it was a joke,” he admits.

 

Garcia, a broker in Plantation, Florida, began the car buying process and visited multiple dealership websites in 2016. He landed on Sawgrass Ford’s website and engaged with FATWIN Web Engagement’s interactive Trade Appraisal Plus experience.

 

After entering the details for his Ford Explorer and answering a few questions, Garcia received an estimated trade value for his vehicle. He also checked a box to enter the FATWIN $25,000 Grand Prize Drawing.

 

PERQ contacted Garcia multiple times and were about to move onto another winner, when they finally reached him by phone. Garcia, who was picked out of 171,599 eligible FATWIN entries, says it took a while for him to realize he had actually won. He visited Sawgrass Ford dealership in Sawgrass, Florida, to verify the sweepstakes was real.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531337264145{padding-bottom: 25px !important;}”]

FATWIN Winner Receives $25K Grand Prize

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Sawgrass Ford has more than 450 vehicles at their dealership. (Photo by Chantal Lawrie)

 

It wasn’t until Garcia returned to Sawgrass Ford to pick up the $25,000 FATWIN check on May 22 that he was overwhelmed with excitement. “Basically, at the very last possible moment, it reality hit that I won,” he says. “When they gave me the check, it was like I regained consciousness.”

 

Rob Baker, Internet Sales Director at Sawgrass Ford, was equally surprised the winner was from their website using PERQ’s FATWIN Web Engagement trade appraisal experience. “You always see those types of sweepstakes, but you never expect it’s going to be you or your customer that is going to be the beneficiary,” Baker says. “It’s a delight that you can put that type of happiness into someone’s life.”

 

The dealership, which has been family-owned and operated for more than 20 years and has about 450 vehicles on the lot, prides itself on always trying to surpass their customer’s expectations. They’ve been a PERQ customer using the FATWIN software on their site since October 2015.

 

“It’s a delight that you can put that type of happiness into someone’s life.”

— Rob Baker

[/vc_column_text][vc_empty_space height=”15px”][vc_column_text css=”.vc_custom_1522077992177{padding-top: 25px !important;}”]“We have Trade Appraisal Plus on our website because it brings in more customers,” says Baker, adding it gives them about 70 unique leads per month on average, and more than 5% of those leads turn into vehicle sales. “It gives online visitors an outlet to get in touch with us and a reason for us to call them back and earn their business. It’s been a good tool for us.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531337249572{padding-bottom: 25px !important;}”]

$25K FATWIN Prize Helps Family

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When Garcia picked up the $25,000 FATWIN check at Sawgrass Ford, the reality hit that he had really won. (Photo by Chantal Lawrie)

Baker says the entire team at the dealership was happy to present the large $25,000 FATWIN check to Garcia and his 8-year-old son. “We were very excited to see a customer get a large prize like that,” he says. “When they came in Monday afternoon, there were a lot of smile and jubilation. Up to that point, I don’t think Jose believed it.”

 

The prize, Garcia says, will be put towards a small house for him and his wife, along with their 8- and 16-year-old sons. “The money helps a lot,” he says. “The kids know that this money is going to improve their lives. We are all very happy. I want to thank PERQ and Sawgrass Ford for this opportunity. The money is great, but primarily it helps our family a lot.”[/vc_column_text][/vc_column][/vc_row]

Consumer Automotive: The Importance of Sales in Consumer Engagement

Consumer Automotive: The Importance of Sales in Consumer Engagement

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]“The customer is always right” is a phrase that is thrown around loosely in today’s day and age. Realistically, it’s pretty vague to assume the customer is always right, because a lot of the time they’re straight-up wrong. It’s more accurate to say that the customer is priority number one and the underlying boss, because without the customer there would be no market, no transaction, no revenue, and no business at all. This is especially true when it comes to engagement in consumer automotive.[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”parallax” header_style=”light” parallax_content_width=”full_width” text_align=”center” full_screen_section_height=”no” background_image=”28348″ section_height=”200″ parallax_speed=”2″ css=”.vc_custom_1521230775859{background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column][vc_empty_space height=”55px”][vc_column_text css=”.vc_custom_1523408355515{padding-right: 25px !important;padding-left: 25px !important;}”]

CONSUMER AUTOMOTIVE: THE IMPORTANCE OF SALES IN CONSUMER ENGAGEMENT

[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]In my role as a Sales Development Rep, I’m responsible for the front end of the selling cycle. I strike up conversations with prospective clients in hopes of sparking their interest enough for them to set aside time on their calendar so I can learn more about their role with the dealership, and see if PERQ fits into their ongoing marketing strategy.

 

In case you were wondering, yes, that was a small snippet of my sales pitch! If I’m lucky, I get to run through the pitch five or six times a day.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1523408627878{padding-bottom: 25px !important;}”]

Sales is a Lot Like Baseball: Create Engagement

[/vc_column_text][vc_column_text]I’ve realized that sales is a lot like baseball. In baseball if you fail 7 out of 10 times, you’re a Hall of Famer. This is similar to sales, where you experience a lot of rejection with the hopes of finding success a fraction of the time, and being ecstatic about it.

 

The key to winning this game, is putting yourself in your target’s shoes, being the ball, and being the prospect. You must think as they do and craft a strategy around their unique consumer profile, leading up to the bread and butter of all business, engagement.

 

Engaging a customer is more than just grabbing their attention. The challenging part is retaining that attention and keeping them engaged long enough to effectively deliver the message.

 

Today’s world is cluttered with noise everywhere we go. We have a constant connection to people all over the world, and it’s taking society to new heights.

 

With that direct feed to the world around us, more and more people are checking out of the present moment, and shifting their focus to the screen in their hands, taking their minds virtually anywhere they want to go.

 

This is becoming increasingly more common in the consumer automotive space and their shopping behaviors. From my own experience, whenever I actually walk into a store and find something I’d consider purchasing, I don’t take it to the checkout line. Instead, I pull out my phone and find the exact same item on Amazon, the only difference is the lower price.

 

 

Consumers are in the driver’s seat now and have the power to personalize their buying process, so engagement is the key to winning their business. The customer relationship begins the second they hit the landing page.

 

When it comes to the car buying process, consumers utilize technology to conduct research on the best deals in the area, and have immediate access to your deals AND the other seven dealerships down the street. (One of our team members, Russ Chandler, has talked about this idea, and why it’s so important to be transparent in consumer automotive with customers before.)

 

With all that information, consumers get to hand-pick their vehicles of interest and what dealerships to visit, which typically end up being the ones who earned it by effectively engaging their visitors.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1523408953646{padding-bottom: 25px !important;}”]

Consumer Engagement Begins with a Personalized Online Experience

[/vc_column_text][vc_column_text]On the flip side, the dealership’s customer-for-life “customer loyalty” they strive for is slowly fading away because the consumer now has the upper hand. Being a smart shopper takes priority over being loyal to a specific store. Dealerships need to evolve with the consumer to earn their business.

 

That starts with engaging them at their first point of contact, the website. By personalizing the customer experience on the website, dealerships are more likely to leave a lasting impression on their visitors before they jump over to the next site.

 

Learning more about the customer and their intent will extend the duration of their visit on the website, and lay a strong foundation for the newly formed relationship. The longer they’re on the site, the more information gets captured, building a consumer profile that holds every lead’s unique buying behaviors.

 

With all that information, dealers are able to speak directly to the customer, meeting their needs before they have a chance to jump onto the next website. In my role, I’ve quickly learned that timing is everything. Sending the right message at the right time can go a long way, and even make or break a promising deal in the consumer automotive space.

 

The same can be said for an effective consumer automotive website, and that’s why it’s my job to help dealers understand the importance of continued engagement with their consumers. Helping dealers understand the different touchpoints that hold a consumer’s attention is a critical part of my job. Getting dealers to think like their consumers and put themselves in their shoes is an essential part of starting the conversation around how important it is to optimize websites with different marketing technologies.

 

Bringing it back to the baseball metaphor, I like to think of myself as a hitting coach- continually working with dealers to fine tune their swing so they can boost their batting average and knock it out of the park when it comes to continually engaging their consumers![/vc_column_text][/vc_column][/vc_row]

The Rules of Online Consumer Engagement

The Rules of Online Consumer Engagement

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]If you can get consumers to interact on your website, you’re more likely to win a customer. The rules of consumer engagement may seem like common sense, but there are so many detractors today that end up driving these website visitors away.  [/vc_column_text][/vc_column][/vc_row][vc_row row_type=”parallax” header_style=”light” parallax_content_width=”full_width” text_align=”center” background_image=”28348″ full_screen_section_height=”no” section_height=”200″ parallax_speed=”2″ css=”.vc_custom_1521230775859{background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column][vc_empty_space height=”55px”][vc_column_text css=”.vc_custom_1522757335377{padding-right: 25px !important;padding-left: 25px !important;}”]

THE RULES OF ONLINE CONSUMER ENGAGEMENT

[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Time and time again when I re-visit websites, I get frustrated because the experience isn’t personalized to me. I feel more like a statistic than an actual human being. I want to learn more about a product before making a purchasing decision, but all too often the messaging is strictly buy, buy, buy.

 

Many website visitors, however, are still in the research phase. You have to build their trust and motivate them to want to purchase from your company, not a competitor’s.

 

You’ve spent countless hours making your showroom or storefront personal to make visitors feel comfortable and want to stay longer. Gaining that online customer is about creating an experience on your website that’s personal, too. It’s all about getting that visitor to stay longer and interact with your brand.

 

 

When I talk to customers, I often use Amazon as the perfect example of a website that treats its visitors like humans, not robots. Amazon offers me product suggestions based on my searches and wishlist. They’ve learned that personalizing the experience for its customers is key to customer engagement.

 

And it’s no surprise that Google sets the bar when it comes to consumer website engagement, too. They know essentially everything there is to know about you. With the information based on your searches, they create a seamless experience that’s customized to you. It’s all about convenience, making it easy for you to get the information you need.

 

Today, consumers are starting to expect that same personal experience on other websites, including when they shop for a car, furniture or even an apartment. By creating a personalized experience on your website, you show consumers you care.

 

Let’s take a look at the 5 basic rules of online consumer engagement:[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237431822{padding-top: 15px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1522757494309{padding-bottom: 25px !important;}”]

Consumer Engagement Rule 1

[/vc_column_text][vc_column_text css=”.vc_custom_1522757518662{padding-top: 25px !important;}”]Please, don’t ask me for the same information twice. If I visit your site once and entered my name and email, the next time I visit, don’t ask me for the same information. You’re essentially making me do more work and my time is valuable.

 

What you can do: Use interactive tools on your website that talk to each other and remember your customer. Rather than serve up another static lead form, engage them in an experience so they’ll remember you.

 

Have them complete an interactive quiz, for example, and then collect their contact information and email them the results with a special offer. When they return to your website, you should already know who they are, so serve up a different interactive experience and collect other valuable information.

 

For example, if I enter my name and contact information into an interactive trade appraisal tool on an auto dealership’s website, and then click on Get E-Price for a vehicle, it shouldn’t ask me for my contact information again.

 

There’s absolutely zero tolerance with the consumer to fill that information out again. In fact, data shows that the visitor will leave your site when asked the same question. Again, when was the last time Amazon asked you who you were? Which leads to no. 2…[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1522757557273{padding-bottom: 25px !important;}”]

Consumer Engagement Rule 2

[/vc_column_text][vc_column_text]Personalize my experience and learn more about me to make my shopping experience customized to me.

 

If I can answer a few questions to help a company narrow my shopping selection, you’ve essentially saved me time from searching through tons of search results.

 

What you can do: When a consumer visits your site, ask them questions to better serve them. For example, in a mattress assessment experience, you could ask them questions to help them determine what type of mattress is best for them.

Your CTAs on your website should then adjust so they focus on mattresses, not sofas or dining room tables — because they’re not shopping for those items. You wouldn’t ask this visitor to schedule a sofa consultation, but you might ask if they’d like to schedule an in-store mattress consultation.

 

Personalization tells me that you are listening to what I am telling you.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237431822{padding-top: 15px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1522757647859{padding-bottom: 25px !important;}”]

Consumer Engagement Rule 3

[/vc_column_text][vc_column_text css=”.vc_custom_1522757660109{padding-top: 25px !important;}”]Don’t interrupt my research with a call to action that has nothing to do with what I’m researching.

 

If a chat call to action continually pops up on my screen when I’m in the middle of reading about a product, I’m going to get annoyed and search on another site. You’re not engaging the consumer, you’re interrupting them.

 

What you can do: During the research phase, visitors are looking for information and to educate themselves before narrowing their selections to determine what they want to buy and what they can afford.

 

You can help educate the buyer by providing videos on your site, you can serve up an interactive CTA assessment that again helps them to narrow their options (for example, asking them questions to help them determine what furniture style fits their personality), or even provide a calculator to help them determine their budget.

 

Better yet, experiment with all three and see what brings the best results.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1522757700842{padding-bottom: 25px !important;}”]

Consumer Engagement Rule 4

[/vc_column_text][vc_column_text]Remember me and the information I have shared when I come back. No one wants to start over. If you remember my name and contact information, that’s a good start, but if I took a quiz, calculated my budget and went through interactive experiences on your website to help narrow my shopping preferences, your website should be able to capture all of those details and not ask me the same questions over and again.

What you can do: Your CRM captures leads and all the valuable data that a website visitor just gave to you. For each visitor, you’ve created a consumer profile with many points of data.

 

With today’s technology and dynamic pathing, you should be able to serve up new experiences on your website to visitors, so you don’t need to ask them the same questions over and over again.

 

Entice your visitors with new experiences like a Spin-to-Win or Scratch-Off promotion that emails them a special offer.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237431822{padding-top: 15px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1522757775371{padding-bottom: 25px !important;}”]

Consumer Engagement Rule 5

[/vc_column_text][vc_column_text css=”.vc_custom_1522757786624{padding-top: 25px !important;}”]Make taking the next steps easy. Get the web visitor to make an appointment to meet a member of your team in person.

 

What you can do: In an interactive experience, you can easily have the visitor schedule an appointment. If you get them to schedule a date and time online that works best for them to meet with you in person, you’re more likely to finalize the sale.

 

With all of the data you’ve captured, your sales team can be well prepared to assist the consumer, without having to ask unnecessary questions, too.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237431822{padding-top: 15px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1522757808187{padding-bottom: 25px !important;}”]

Bonus Rule

[/vc_column_text][vc_column_text css=”.vc_custom_1522757816454{padding-top: 25px !important;}”]Don’t use business jargon. Assume I don’t know your jargon… because I don’t.

 

It seems simple, but so often we get caught up in the day-to-day and don’t realize a visitor to your site doesn’t know the industry (or the terms of your business) like you.

 

What you can do: Make sure anyone can understand the language you use on your website.

 

Have an honest friend who’s not as familiar with your industry review your site and tell you if there’s anything they don’t understand. If they don’t understand it, your customers won’t either, so edit and simplify.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237431822{padding-top: 15px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1522757843708{padding-bottom: 25px !important;}”]

Expect Results

[/vc_column_text][vc_column_text css=”.vc_custom_1522757861196{padding-top: 25px !important;}”]Following the rules and developing a consumer engagement strategy to engage customers takes time, but the results will pay off.

 

People today expect a personal experience online and are more likely to view you as a company that cares about helping them get the information they need to make the best purchasing decision. In return, expect to win a loyal customer.[/vc_column_text][/vc_column][/vc_row]

New Employee Spotlight: Jenna Haring

New Employee Spotlight: Jenna Haring

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]PERQ is excited to announce the hire of Jenna Haring, our new Client Success Manager. We sat down with Jenna to learn more about her, her role, and how her first few weeks at PERQ are going! We’ll let Jenna take it from here.[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”parallax” header_style=”light” parallax_content_width=”full_width” text_align=”center” background_image=”28348″ full_screen_section_height=”no” section_height=”150″ parallax_speed=”2″ css=”.vc_custom_1523461278650{background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column][vc_empty_space height=”55px”][vc_column_text css=”.vc_custom_1523463430718{padding-right: 25px !important;padding-left: 25px !important;}”]

NEW EMPLOYEE SPOTLIGHT: JENNA HARING

[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]

Jenna Haring

Me and my Puggle, Toby!

Hello! My name is Jenna Haring and I was recently hired for a Client Success Manager role at PERQ. I’m a Ball State University graduate with a degree in political science and a concentration in public administration. I’m from the small town of Burlington, Indiana, about an hour north of Indianapolis between Lafayette and Kokomo.

 

Prior to PERQ, I worked in another digital advertising and client success roll here in Indianapolis. In my free time, I like to play tennis, maintain a love/hate relationship with running, and take my puggle (pug and beagle) Toby out for walks. I’ve had Toby for eight years- since he was a puppy!

 

I found this position because I’ve had my eye on PERQ for a few years now. I saw articles about PERQ in the Indianapolis Business Journal (IBJ) as well as in TechPoint, and I really admired the growth and culture the company was creating. The more I heard, the more I became increasingly interested in the product as well as the culture.

 

While I was comfortable in the job I was in, and wasn’t really looking for any new opportunities, I decided to apply to PERQ on a whim. When I met the team at PERQ, I knew it was an instant fit, because my interview felt like a two-way conversation. I felt not only like you guys were getting to know me, but I was also getting to know you.
I also liked that the position would give me the opportunity to continue to work with people and help shape the position and make an impact. I love that the position is so new, and so many elements of it are still unknown, that each day is exciting and different.

 

“I saw articles about PERQ in IBJ as well as in TechPoint, and I really admired the growth and culture the company was creating.”

[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text]That said, a typical day for me in my role starts as most do: checking emails in the morning to see if I have anything that I can help my clients with from overnight. Then, at 9:00 A.M., I have a stand-up meeting with the Implementation Team. After that comes a full day of onboarding with clients and interacting with them to learn more about their business and what they need. I’m on the phone a lot, calling and checking in on each client and making sure that everything is going well at the different dealerships.

 

"For me, the team seems like a fun family"The rest of the implementation team has been incredibly helpful with getting me acclimated to this role. For me, the team seems like a fun family. Everyone is always helping each other and nerf darts are being shot all the time in the playful, collaborative atmosphere.

 

My favorite part about working at PERQ is definitely the “work hard/play hard” atmosphere, and that everyone is really working together towards the same goal. There’s no silos, and everyone pitches in on tasks.

 

I firmly believe that in order to be a good Client Success Manager, it’s absolutely essential to create partnerships with clients. I want my clients to look at me as their colleague and extension of their team. I want to get to know my clients, their businesses, and what drives them to do what they do. I talk with Internet Sales Managers and General Managers, and I knows that understanding them means building trust, being detail-oriented, and standing by one’s word. If I say I will do something, I do it![/vc_column_text][/vc_column][/vc_row]