Marketing for your parts website is crucial for online success, whether you do it yourself or hire a marketing agency.
Most dealerships choose to work with an agency, so the parts employees can focus on selling parts without adding another thing to worry about.
If you want to get the most out of your marketing agency, getting your account up and running as soon as possible is the first step! After all, the sooner your agency is set up, the sooner the ad campaigns can draw in customers.
1. Stay on top of your email and voicemails.
Your agency will be in touch and may still need a couple things from you before they can move forward! If you want to speed up the time it takes to launch campaigns, you must be responsive.
Agencies don’t expect an instantaneous reply, but they often can’t move forward until they speak with you and sort everything out. Do your best to reply to emails within 1 business day.
2. Know how you will pay.
Get the logistics sorted out early! The agency can’t get started without an ad campaign budget, so it’s absolutely essential to have this easy step down.
How will you pay?
- Company credit card?
- Company debit card?
- Checking account?
- Checks? **
**Most agencies won’t accept checks, so be sure to speak with your agency ahead of time about the ways they accept payment.
3. Know the basics of marketing.
Even though you don’t have to be a marketing expert, it helps to have a general idea of the services that you’re investing in. This will make it easier for your marketing agent to communicate with you and keep you up-to-date on your campaigns.
This is for your safety, too! A shady marketing agency might use their marketing jargon as a chance to pull the wool over your eyes.
Here’s a list of topics you should know about:
- Google AdWords
- Bing Ads
- Where ads show up
- Difference between SEO and AdWords
- Benefits of email marketing
- Success stories from other eCommerce businesses
To clarify, you don't need to be a marketing guru! Just having a general idea of what each thing is will help you communicate with your agency contact.
For a breakdown of everything you need to know about Google, check these out:
4. Have an approved budget in mind.
One of the most common hold-ups in ramping up the agency is getting budget approval from the General Manager. The back and forth between Parts Managers and their GMs to get approval for something they hadn’t planned to integrate into the budget can cause a lot of delay!
We recommend starting with a marketing budget of $1000 - $1500 per month and increasing gradually as you see positive results.
Don’t worry if the thousand dollar investment sounds high—you WILL see a return on investment (ROI) for your ad spend! If you don’t get a positive ROI, then you should consider switching marketing agencies.
Clear communication with your marketing agency won't just get your ads moving faster. It will also help you build a better relationship with your agency contact and improve teamwork overall.
(Not to mention that communication is good practice for offering a better customer service experience on your parts website...)
No matter how much delay, things with your marketing agency will be sorted out eventually. But the faster you can get ads for your parts website live, the sooner you bring in more customers and sales!