I was originally employed by Wakeling Automotive to streamline their processes across all 3 sites and 8 Manufacturers when it came to data and lead Management. At the time they were utilising a variety of online channels, but didn’t have an idea of what was working, what wasn’t and how they could improve it. That was over 5 years ago now.
When I started I developed a simple, yet effective spreadsheet where I could look at all their costs, leads, sales and staff to work out which pieces of the puzzle I would need to shift to make the largest difference. I was in charge of these processes for 4 years and in that time and hired and taught an internal resource how to manage this process day to day. It was at this point that I stepped back a little and contracted back to them.
Across the sites I was able to achieve:
- A lead Volume increase of 122%
- Closing rate Increase of 3%
- Cost per sale decrease of 37%
What does this mean? It means we were able to bring over double the leads into the business, close more in sales and it cost us 37% less to sell each car leading to a much higher profit per vehicle.
I have managed to achieve this with proven processes and focus on certain areas, as well as staff training and accountability.
Social Media plan
Although they had a lot of their social channels set up and going we needed to add to and take away social channels as we went along. This was a minor part of my role there and as a contractor I continued to manage their presence on Google Plus and Google My Business, although I handed back control of the main channels such as Facebook and Instagram to their internal Marketing team. As their marketing team grew, they eventually took over all social channels.
Website Maintenance
Over my time there I took control of all 16 of their websites until mid 2017. Wakeling Automotives websites include:
- Wakelingautomotive.com.au
- Paulwakelingholden.com.au
- Paulwakelinghyundai.com.au
- PaulwakelingMitsubishi.com.au
- Paulwakelingram.com.au
- Paulwakelingvolkswagen.com.au
- Camdenvalleyholden.com.au
- Camdenvalleyhyundai.com.au
- Camdenvalleymitsubishi.com.au
- Mvmg.com.au
- Mossvaleholden.com.au
- Mossvalemitsubishi.com.au
- Mossvalenissan.com.au
- Mossvalesuzuki.com.au
- Mossvalevolkswagen.com.au
- Tyrepluscampbelltown.com.au
I also helped build and co-ordinate most of these sites from scratch.
I worked on all platforms available through the Manufacturers including CDK, Dealer Solutions, Digital Dealer and Webential’s Custom CMS.
I also worked with PMDS and CDS on data integration and actively troubleshoot anything that comes up as we go along. Over the years, I have come to know these platforms intimately and can resolve any issue quickly and efficiently as well as making sure that the sites stay current and relevant to our audience.
I provided all content for these sites and have now passed the baton to their new internal marketing team.